Do we use too many words to express our basic brand promise?
If it takes more than a few sentences to explain your mission and vision it will be lost on your target audience and employees. For some reason, we all get a bit highbrow when we are trying to communicate fundamental truths about our organizations.
So is it possible to sum up the essence of your brand promise in something as simple as your name? For one retail outlet you can:
What can we learn from this? Sometimes it is better to communicate what you really mean is small words and simple ideas. Leave the erudite effusions for university mission statements.