A common challenge with marketing is that brands are, well, marketing to you. And because of that, aren’t always upfront about why they’re trying to appeal to you. Or what they’re selling. We’re not meaning that brands aren’t being untruthful, more that sometimes it’s easier to sell market what you think people want, rather than what you can actually offer them.

Nowadays, people don’t want to be led astray, tricked into thinking your brand or product is going to be a game changer. They see beyond the bold claims. People want the truth. And they want to know how you can deliver on their need.

Before we delve into the Straight Up Strategy, let’s explore the issues with unclear branding and marketing. Customer relationships have become increasingly important. Developing strong relationships with customers is one of the best things brands can do.

Marketing is traditionally how you instigate those relationships. Your copy, your design, your experiences – all of it can help bring people closer to your brand. But if your message lacks focus, or even a pointy truth, then those relationships are difficult to build.

Our approach is Straight Up Strategy. It’s a fairly simple idea, with a fairly straight forward name. But it works. The beautiful marketing, the engaging designs, the bright colours – we love it all, but it needs to have substance behind it. It needs to be there for a reason.

You can make the biggest promise in the world, and emblazon it across your site in a big bold font, but if you’re unable to fully deliver it to people, it may harm you in the long run. We think it’s about using simple words and avoiding jargon or other marketing BS.

It’s about being honest about what you can offer people, rather than selling them things you know they need, but can’t ever possibly fulfil.

If you were to take a look at some famous brand statements, you’d be amazed how many of them make false promises. Or perhaps, promises that are so broad, they don’t really honestly say how their brand is really relevant to you.

You’ll hear lots of brands claim to be the best, the finest, the greatest – or any other superlative you want. But logically only one of them can actually live up to that statement. Only one of those brands can be telling the truth. So many brands use the same old words, no longer means anything.

If somebody reads your claim that you’re the best, they’ll roll their eyes and say, “Go on, prove it.” Brands are no longer measured by the words they use, they’re measured by their actions and the experience they offer people.

You also have to consider how the meaning of words can change depending on context.