Your brand is messy.

And – it’s not your fault

The human brain has seven slots of short-term memory (give or take two slots) at any given time.

The job in branding is to grab just ONE slot – and print it to long-term memory.

The biological phenomenon is the reason we can’t remember what we had for lunch last Thursday – or the dozens of billboards we pass.

The brain is just too busy.

Even more reason to keep you branding message – simple.

You can only be known for ONE thing (Maybe two).

IBM – Computers

Starbucks – Coffee

Stanley Steamer – Carpet Cleaning

Although they ALL offer much more.

You are not alone in your field.

Your message needs to hit harder – and faster than your competition.

So, THEY hear it.

ONE message – ONE shot to differentiate.

Audit your logos, messages – everything.

De-clutter your brand – and a clean message will follow.

Next Week: Prep

Kevin Robinson is a record-setting and award-winning programmer.  His brands consistently perform in the Top 3 of the target – often times as the list leader.  In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand.  Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position.  His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink and has coached CMA, ACM and Marconi winning talent.  Kevin lives in St. Louis with his wife of 30 years, Monica.  Reach Kevin at (314) 882-2148 or