Literal Advertising + Branding

We have seen far too many brands strive to inspire and captivate their customers through abstract storytelling and emotional appeals; there’s something refreshingly novel about simply telling people what you do. This approach, which can be termed “literal advertising,” strips away unnecessary fluff and gets right to the point. It’s clear, straightforward communication: no grandiose metaphors, no convoluted brand stories—just plain, honest messaging.

At Brand Voyagers, when asked what we do, we can confidently say: “We help solve branding problems.” That’s it. If someone needs branding expertise, we can then go into our methodologies, customization options, and approach to their specific needs. But at the core, we offer bespoke brand consulting—nothing more, nothing less.

This simplicity is something many brands have lost in their quest to stand out in a cluttered market. Instead of crafting clear, literal messages, they often fall into the trap of overcomplication, attempting to sound more innovative or artistic than necessary. As branding expert Seth Godin explains, “When you confuse people, you lose them. Clarity trumps everything in marketing”​. The most effective brands are those that can communicate their purpose clearly and succinctly without hiding behind abstract language.

The Pitfalls of Abstract Language and Message Dilution

Many companies struggle with message dilution, often as a result of trying to inspire people into action with elaborate stories or abstract language. While storytelling and emotional connections have their place, they can sometimes overshadow the core message—what the company actually does. This can be the result of a well-meaning but overly creative copywriter or a brand trying too hard to be everything to everyone. In either case, the brand’s core message gets lost.

Byron Sharp, author of How Brands Grow, emphasizes, “One of the biggest challenges for brands is clarity. If consumers don’t know what you offer or why they should care, they’ll move on to someone who does”​.

Literal advertising counters this by emphasizing the basics: what the company does, what it sells, and why consumers should care. Imagine a Super Bowl spot where someone from the company simply says: “Hey, we make a great product, you should buy it. Use the rest of this time to think about if it’s good for you. Here’s our product. Go buy it. We would appreciate it.” It’s simple, it’s direct, and, most importantly, it’s clear.

Embracing Literal Marketing: Simplifying the Brand Message

Let’s have some fun and reimagine some of the biggest brands in the world through the lens of literal advertising. We’ll take their current, often abstract taglines or brand platforms and translate them into straightforward, literal descriptions.

Apple

• Current Brand Expression: “Think Different.”
• Literal Brand Line: “We sell innovative, premium computers and smartphones.”

BMW

• Current Brand Expression: “The Ultimate Driving Machine.”
• Literal Brand Line: “We make luxury cars that perform exceptionally well.”

Mercedes-Benz

• Current Brand Expression: “The Best or Nothing.”
• Literal Brand Line: “We make luxury vehicles designed for comfort and performance.”

Nike

• Current Brand Expression: “Just Do It.”
• Literal Brand Line: “We sell sports shoes and apparel for athletes.”

Red Bull

• Current Brand Expression: “Red Bull Gives You Wings.”
• Literal Brand Line: “We sell energy drinks that help you feel more energized.”

Microsoft

• Current Brand Expression: “Empowering Us All.”
• Literal Brand Line: “We make software, computers, and cloud services for businesses and consumers.”

Why Literal Advertising Works

Literal advertising works because it addresses a fundamental truth: consumers don’t want to work hard to understand what a company does. They’re bombarded with countless messages daily, and the brands that communicate with clarity are the ones that cut through the noise.

Rosser Reeves, one of the pioneers of modern advertising, noted, “Advertising’s job is not to be clever. Its job is to be effective”​. Literal advertising is highly effective because it removes barriers to understanding and makes it easy for consumers to decide if they want to engage with a brand.

By embracing literal advertising, brands can build trust by being upfront and clear about what they offer. It also allows them to position themselves as honest and straightforward, which can resonate deeply in a market full of overpromises and vague messaging.

Applying The Methodology

Our branding methodology has been instrumental in transforming companies across industries, ensuring that their brand platforms are both clear and compelling. Here, we’ll showcase how this system would apply to four unique companies: Zubaz, Ecolab, Stratasys, and The Commonwealth of Dominica. We’ll start by highlighting their current brand messages, then translate them into literal terms, and finally explain how a hybrid of both can create a powerful brand platform.

1. Zubaz

• Current Brand Message: “Dare to Be Different.”
• Literal Translation: “We sell bold, colorful, and comfortable athletic apparel.”
• Hybrid Approach: Zubaz’s current brand message appeals to individuality and self-expression, which perfectly aligns with their product line known for its eye-catching and unconventional designs. The literal translation, however, makes it clear that Zubaz is in the business of athletic wear, providing consumers with a straightforward understanding of what they offer. A hybrid approach—combining the clear product offering with an inspirational message about self-expression—works well to attract a niche market of bold consumers who value both comfort and standing out from the crowd. By marrying the literal and creative, Zubaz can maintain clarity while inspiring their customers to embrace their unique style.

2. Ecolab

• Current Brand Message: “Everywhere It Matters.”
• Literal Translation: “We provide water, hygiene, and energy technologies and services to protect people and vital resources.”
• Hybrid Approach: Ecolab’s brand message focuses on the critical nature of their work, positioning them as an essential partner in safeguarding health and resources across industries. The literal translation clarifies what they do—providing solutions that ensure cleanliness, safety, and sustainability. By blending both approaches, Ecolab can effectively communicate the significance of their services while ensuring that potential clients understand the specific value they bring. The hybrid platform reinforces their expertise and the broad impact of their solutions, making it easier for industries to see why Ecolab is the partner they need to protect their operations and people.

3. Stratasys

• Current Brand Message: “Shape What’s Next.”
• Literal Translation: “We manufacture 3D printers and materials for industries to create prototypes, tools, and end-use products.”
• Hybrid Approach: Stratasys’s current message emphasizes their role as innovators and pioneers in the 3D printing industry, hinting at future possibilities and their contribution to cutting-edge manufacturing. The literal translation makes it clear that Stratasys provides the technology that enables this innovation. A hybrid of both messages would appeal to industries looking to stay ahead of the curve while ensuring they understand Stratasys’s specific offerings. By merging their vision of shaping the future with a clear articulation of the tools they provide to make that future a reality, Stratasys can reinforce their leadership in the 3D printing space and attract forward-thinking clients.

4. The Commonwealth of Dominica

• Current Brand Message: “The Nature Island of the Caribbean.”
• Literal Translation: “We are a Caribbean island offering eco-tourism experiences with lush landscapes, rainforests, and sustainable living.”
• Hybrid Approach: Dominica’s current message positions the country as a unique eco-tourism destination, highlighting its natural beauty and commitment to sustainability. The literal translation provides clarity about what travelers can expect—an immersive experience in nature with a focus on eco-friendly practices. A hybrid approach would allow Dominica to maintain its identity as a pristine and unspoiled destination while clearly communicating the eco-tourism experiences it offers. This blend helps potential visitors understand why they should choose Dominica over other Caribbean islands, combining the emotional appeal of “The Nature Island” with the practical details of sustainable tourism.

Why the Hybrid Approach Works

The hybrid approach we apply at Brand Voyagers ensures that companies communicate both their literal offerings and their aspirational messages. By starting with a clear and straightforward description of what the company does, we build a solid foundation of trust and understanding. Then, by layering in a creative platform that inspires and connects on an emotional level, we elevate the brand to resonate more deeply with its audience.

• Clarity: The literal translation ensures that customers and clients know exactly what the company offers.
• Inspiration: The creative platform adds depth, making the brand not just functional, but also aspirational and emotionally engaging.
• Differentiation: By blending clarity and creativity, companies can stand out in a crowded market, offering both a clear value proposition and a compelling reason to choose them.

This hybrid approach allows brands like Zubaz, Ecolab, Stratasys, and The Commonwealth of Dominica to leverage their strengths, communicate effectively, and connect with their audience on multiple levels—ensuring both immediate recognition and long-term loyalty.

How We Do It

Our approach to branding begins with a foundational truth: clarity is key. Before diving into grand narratives or aspirational storytelling, we focus on answering one simple question—what does your company actually do? From there, we build upward, transforming this literal truth into a compelling, creative brand platform that connects with your audience on a deeper level.

Literal Branding Exercise – Download

Step 1: Start with the Basics—The Literal Translation

We begin every branding project with an exercise in what we call “literal translation.” This involves stripping away any existing brand fluff and focusing on the core offering. What products or services does your company provide? What problem do you solve for your customers? In this stage, we look to define your business in the clearest, most straightforward terms possible.

This exercise helps avoid message dilution and ensures that, at the heart of your brand, there’s a solid foundation of clarity.

By boiling your brand down to its essence, we gain clarity on the central value you provide to customers. This literal translation isn’t about being flashy—it’s about ensuring that anyone encountering your brand for the first time knows exactly what you offer.

Step 2: Generate a Creative Platform to Elevate the Literal Truth

Once we’ve established the basics, the next step is to build a creative platform that supports and amplifies your literal message. Here, we explore ways to bring your brand to life through storytelling, visual identity, and messaging that connects with your target audience on an emotional level.

This is where creativity comes into play. While your literal translation defines what you do, your creative platform elevates how you communicate that message to inspire, engage, and captivate. For example:

• Apple: From “We sell innovative, premium computers and smartphones” to “Think Different,” Apple creates a platform that not only highlights its products but also champions innovation, creativity, and breaking the mold.
• Nike: From “We sell sports shoes and apparel for athletes” to “Just Do It,” Nike’s platform inspires action and achievement, positioning their products as tools for athletes at every level to reach their full potential.
• FedEx: From “We provide fast and reliable shipping services” to “The World on Time,” FedEx’s platform underscores reliability and speed, appealing to businesses and consumers who value efficiency.

Our goal at Brand Voyagers is to develop a brand platform that both honors the truth of what you do and positions you in a way that resonates deeply with your audience. It’s about balancing the practical with the aspirational, the literal with the emotional, and the ordinary with the extraordinary.

Step 3: Customizing the Brand Strategy

After developing your creative platform, we customize a comprehensive brand strategy tailored to your unique needs. This includes visual identity, tone of voice, brand messaging, and a strategic communication plan to ensure your brand is consistent across all touchpoints.

Our methodology ensures that every creative decision is grounded in a clear understanding of your core offering. This approach not only strengthens your brand identityThe visual elements of a brand, such as logo, colors, and design, that represent the brand's values and personality. but also builds trust with your audience. When people know exactly what you do and are inspired by how you do it, they’re more likely to engage with and become loyal to your brand.

Exercise: Literal Translation to Creative Brilliance

To give you a hands-on example of how our methodology works, here’s a simple exercise you can try:

1. Literal Translation: Start by writing down exactly what your company does in one sentence, with no marketing jargon or creative spin.
2. Creative Exploration: Now, think about how you can elevate that literal message. What emotions do you want to evoke? How can you inspire your audience? Consider a tagline, campaign idea, or narrative that takes your literal translation and makes it compelling and memorable.
3. Test and Refine: Finally, test your creative ideas with your target audience. Do they understand what you offer? Are they inspired by your message? Use feedback to refine your platform until it perfectly balances clarity and creativity.

We believe in the power of starting with the basics and building from there. Whether you’re launching a new brand or refreshing an existing one, our methodology helps ensure that your brand is both clear and captivating—ready to make a lasting impact in the market.

Key Takeaway

Literal advertising is not a rejection of creativity or emotional storytelling; rather, it’s a call for clarity. In a world where consumers are constantly overwhelmed with content, simplifying the message can be a powerful strategy. Brands that can articulate what they do and why it matters will stand out, build trust, and, ultimately, drive success.

It’s time for brands to rediscover the power of straightforward communication. Whether it’s a global giant like Apple or a small local business, telling people exactly what you do is often the most effective form of advertising. After all, as Seth Godin wisely stated, “Marketing is no longer about the stuff you make, but about the stories you tell”​—but if your story isn’t clear, your audience may never hear it.

Frequently Asked Questions

What is literal advertising?

Literal advertising is the practice of conveying a brand’s message in simple, straightforward terms without unnecessary embellishment or abstraction. It focuses on clarity, ensuring that consumers know exactly what the brand offers.

Why is clarity in messaging important for brands?

Clarity in messaging is crucial because consumers are overwhelmed with choices and information. If they can’t quickly understand what your brand does or how it benefits them, they’re likely to move on to a competitor with a clearer message.

Can literal advertising work for all brands?

Yes, literal advertising can work for any brand that values clarity and direct communication. While some brands may still choose to incorporate storytelling and emotional appeals, ensuring that the core message is clear will always be beneficial.

How can literal advertising help build trust with consumers?

By being upfront and honest about what a brand offers, literal advertising fosters trust. When consumers feel that a brand is transparent and straightforward, they are more likely to engage with it and become loyal customers.

Bonus Section

This list highlights how brands often use aspirational language to position themselves, but when translated literally, their core offerings become much more straightforward.

Samsung

• Brand Platform: “Do What You Can’t.”
• Literal Translation: “We make smartphones, electronics, and appliances.”

L’Oréal

• Brand Platform: “Because You’re Worth It.”
• Literal Translation: “We sell beauty products like makeup, skincare, and haircare.”

Adobe

• Brand Platform: “Changing the World Through Digital Experiences.”
• Literal Translation: “We make software for creating and editing digital content.”

Toyota

• Brand Platform: “Let’s Go Places.”
• Literal Translation: “We make reliable cars and trucks for getting around.”

American Express

• Brand Platform: “Don’t Live Life Without It.”
• Literal Translation: “We offer credit cards and financial services.”

Mastercard

• Brand Platform: “Priceless.”
• Literal Translation: “We provide payment processing for credit and debit cards.”

Pepsi

• Brand Platform: “For the Love of It.”
• Literal Translation: “We sell soft drinks and snacks that people enjoy.”

FedEx

• Brand Platform: “The World on Time.”
• Literal Translation: “We provide fast and reliable shipping services.”

Nike

• Brand Platform: “Just Do It.”
• Literal Translation: “We sell sports shoes and apparel.”

Volvo

• Brand Platform: “For Life.”
• Literal Translation: “We make safe and durable cars.”

Heineken

• Brand Platform: “Open Your World.”
• Literal Translation: “We brew and sell beer.”

Dove

• Brand Platform: “Real Beauty.”
• Literal Translation: “We sell skincare and beauty products.”

Harley-Davidson

• Brand Platform: “All for Freedom. Freedom for All.”
• Literal Translation: “We manufacture motorcycles for riding enthusiasts.”

John Deere

• Brand Platform: “Nothing Runs Like a Deere.”
• Literal Translation: “We make agricultural and construction machinery.”

Zara

• Brand Platform: “Love Your Curves.”
• Literal Translation: “We sell fashionable clothing and accessories.”

H&M

• Brand Platform: “More Fashion Choices that are Good for People and the Planet.”
• Literal Translation: “We sell affordable clothing made sustainably.”

Sony

• Brand Platform: “Be Moved.”
• Literal Translation: “We sell electronics like TVs, cameras, and gaming consoles.”

Gillette

• Brand Platform: “The Best a Man Can Get.”
• Literal Translation: “We sell razors and grooming products for men.”

Uber Eats

• Brand Platform: “Tonight, I’ll Be Eating.”
• Literal Translation: “We deliver food from restaurants to your home.”

Under Armour

• Brand Platform: “The Only Way is Through.”
• Literal Translation: “We sell athletic clothing, shoes, and gear.”