Branding is often complicated.

But it doesn’t always need to be.

Sometimes the simpler the message, the more it breaks through.

I participated in an interesting Webinar recently. It was from The Writer, a brand consultancy that focuses on helping companies use words more powerfully.

They led the attendees through a really useful exercise, where you were asked to explain your brand as a Haiku.

You remember Haiku’s right? They are Japanese poems consisting of 17 syllables in the form of three lines (5-7-5 syllables per line respectively).

Here’s what I came up with for BrandTwist:

A seed of insight
Nurtured by twisting to thrive
A strong brand blossoms

I love this exercise because it forces you to take ideas and strip them down to their bare essentials. With only 17 syllables, you need to make every word count. Use it when you find yourself trying to describe something and you feel is just getting too complicated. For example, a job description, a product benefit, or why someone should choose your brand over another.

It’s funny, but the constraint of the Haiku can actually be quite liberating. If you can’t express your idea simply, you need to step back and rethink what you are trying to communicate. Because if you can’t strip it down, chances are your target audience will have trouble understanding as well.

That’s my point of view. What’s your twist?
Can you describe your brand in a Haiku?

Read the story of’s business owner, Lynn Stull’s, experience of doing this Haiku exercise to help build her brand HERE.

Our Brand School program will give you the insight and tools you need to keep your brand creative and innovative. Learn more about our next enrollment and a one-on-one Brand Health Check Strategy Session HERE.

“The value I received from my investment was incredible and I have no doubt that it will continue to pay dividends to me.”  – Lynn Stull, Owner Arts2Thrive

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Julie is the Founder and CEO of BrandTwist, a brand consultancy that helps entrepreneurs and corporations build stronger, more profitable brands.



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