UNWORDY.

If I were to suggest a decent (very) short-form Brand Communications objective for almost any business.

In an unwordy way.

Around which to develop a strategy.

This would be it:

Promise, then do something that matters.

Then nurture the engaged community that builds around it.

It’s because some consultants.

(Actually –  most consultants).

Overcomplicate things.

Because over complicating can, in the mind of the consultant at least, create the illusion that the consultant knows more.

I say illusion because, almost always, if someone is trying to make something sound complicated, it is because they know less.

Jargon.

So they use jargon and wear jargon like a badge.

Forgetting that jargon only serves to do one of three things.

Embarrass.

Confuse.

Or annoy.

Goals.

So if you are a consultant.

With a strategic goal to either embarrass, confuse or annoy your clients.

Use jargon and overcomplicate.

Otherwise, just keep it simple and – as a start point at the very least – advise business to:

Promise, then do something that matters.

Then nurture the engaged community that builds around it.

(Easy to say.

Hard to do.

But worth it for everyone involved).