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Kiss your brand

K.I.S.S. stands for Keep It Simple Stupid. It’s a a design principle noted by the U.S. Navy back in 1960. If you are a linguist, you may just need to ignore the obvious flaw in the abbreviation…

K.I.S.S. is a great principle that can be applied to many situations. (Nobody likes things complicated).

Looking at your brand strategy, for example. Make sure your brand message is really simple. So simple, that everyone in your audience can ‘get it’. That way you can reach everyone you intend to – and you don’t alienate people with industry jargon. (Nobody wants to feel stupid.)

If you don’t have a clear vision for your brand, your audience won’t stand a chance. (Not even if they are mind readers).

Just like a brand strategy, your brand identity shouldn’t be complicated, either. Clutter never helps – not in your home and especially not in your brand and marketing material. A clear and simple message doesn’t have to be boring, you an use beautiful typography and photography, textures and finishes (if you print) to let every little element of your marketing material tell your story.

Go ahead, give your brand a big K.I.S.S.!

Regine Wilber

I am a brand consultant and conceptual designer. I love using creativity to solve problems for our clients. In my spare time, I like jigsaws and probably a bit of a board game geek. 

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