Simplicity. I preach it, I try to live it, it’s really hard. HBR brings the hard hitting summary: Why Simple Brands Win.
Take a look at their lists of companies (both established and disrupters). I can give you a 15 second summary of each company’s value as a 3rd party without hesitation. Each company has taken an approach to their industry and boiled it down to something so straightforward that it feels simple.
You may argue that some of these are in simple industries. What’s hard about fast food? Why isn’t McDonalds on the list then? Grocery Stores are all the same? Where is Kroger?
Identity is hard. We want to come off as complicated and mature. But it is possible to be complicated while straightforward. I don’t think anyone will ever say that Google’s business is simple. Do you really think that most companies could have Search, advertising, Android, robotics, Glass, Photos and other services while still making it seem part of a single strategy?
Simplify in all. That’s the key.