Is There Added Sugar in Your Brand Message?

Remember back in January when everyone was setting bold resolutions and swearing this would be the year things finally changed?

Well, here we are, and most of those resolutions are loooong gone.

Statistically, 88% of people ditch their goals within weeks.

Not my dad, though.

In true committed (read: stubborn) fashion, he proudly declared this was the year he was giving up sugar.

In fact, he thinks he’s still going strong.

Here’s the twist: he’s not.

Anyone who’s ever tried a sugar detox knows sugar is everywhere — ketchup, granola bars, even the “healthy” stuff like yogurt.

But to my dad, “no sugar” = skipping his daily candy bar. 

The scary part is that you might unknowingly be doing the same with your brand message. 

You think your message is clean, clear, and working.

But if your audience isn’t engaging, buying, or even responding? It might be a little more confusing than you realize.

And hey - there’s no shame in that. Crafting a message that truly resonates is hard. Like cutting out sugar, it requires intention and consistency.

Here’s what we know for sure:

👉 Your audience hates confusion.

If they don’t understand what you do, why it matters to them, and how to get it - within seconds - they’ll move on.

You could have the perfect solution to their biggest problem, but if your message doesn’t make that clear, they won’t bite.

Three ways to clear up the confusion:

1. Be the GPS

Don’t just tell them what you do - show them where your service will take them. Get specific. What’s the transformation? How will they feel on the other side?

2. Drop the Jargon

If they have to Google their way through your homepage, they’re gone. Speak like a human, not a corporate brochure.

3. Focus Like a Laser

Trying to say everything usually means you say nothing that sticks. Highlight one key benefit - and the ripple effect it creates.

When your message is clear, your audience feel:

✔️ Confident

✔️ Understood

✔️ Ready to say “Yes!”

Take the time to see if there’s any “hidden sugar” sabotaging your brand message.