The Magic of Saying Less
Why We Overcomplicate
Brands love to explain. They want to prove expertise, showcase every offering, and give audiences the full picture. The result? Messaging that feels cluttered and overwhelming. But in a world where attention spans are shrinking, the most powerful thing you can do is simplify.
At Moon & Marrow, we call this the magic of saying less. When you strip away the noise, your core message shines — and that’s what people remember.
The Psychology Behind Simplicity
There’s science to this. Studies in cognitive psychology show that people process fewer words faster and retain them longer. In branding, this means:
Clarity builds trust. When your message is easy to understand, customers believe you.
Simplicity reduces friction. The fewer words, the quicker people act.
Minimalism feels modern. Clean, concise messaging aligns with today’s design aesthetics.
Examples of Saying Less (and Winning)
Apple:
“Think Different.” Two words, endless meaning. Apple could have said, We build innovative consumer electronics that empower creativity. But would anyone remember that?
Nike:
“Just Do It.” A full motivational speech boiled down to three unforgettable words.
Moon & Marrow:
Even in our own brand language — “Branding with Backbone” — we’ve seen how a short, sharp phrase tells clients exactly what we stand for.
How to Trim Your Brand Message
If your messaging feels bloated, here’s a framework to refine it:
Identify Your Core Promise. What transformation do you actually deliver?
Cut Supporting Words. Instead of “We provide comprehensive branding and design services tailored to your business needs,” say “We build brands that last.”
Test with Real People. Ask someone outside your business if they “get it” in one read.
Choose Strong Verbs. Replace fluff with action (e.g., “build” vs. “help with”).
Less Is More in Practice
This doesn’t mean stripping everything down to a slogan. Long-form content has its place (like this blog post!). But the entry point — headlines, taglines, ads, calls to action — should be laser-focused.
Think of it as a funnel:
Top-level messaging: Sharp, concise, memorable.
Deeper layers: More detail for those who are curious.
When Less Becomes Too Little
A word of caution: cutting too much can leave you vague. A tagline like “We Do Things” won’t resonate. Simplicity must still have substance. The sweet spot is clarity with character.
The Courage to Say Less
It takes guts to quiet the noise. Many brands hide behind clutter because they’re afraid their core isn’t strong enough. But the magic of saying less is that it forces you to clarify what really matters.
At Moon & Marrow, we help brands strip away the unnecessary and amplify what’s true. Because when your words carry weight, you don’t need many — you just need the right ones.
Ready to sharpen your voice? Let’s refine your message until it’s unforgettable.
