Some of the most identifiable, memorable and valuable brands are also some of the simplest. They can be defined by the quality or value of the product or by the promise of how they will change the buyers’ life in some way (i.e. shoes that will make them run faster; a drink that will make them a better athlete). No matter how complex or technical the product or services may be, these brands can define their value proposition simply and concisely.

One of my favorite brands, Patagonia, defines themselves with one promise: a simpler lifestyle. They have set themselves apart from other outdoor apparel manufacturers with the brand promise that buying and wearing Patagonia clothing is one step towards living a simpler lifestyle. Patagonia’s “simple lifestyle” promise is further reinforced by these messages: they have quality product, are environmentally conscious and promote active lifestyles in nature.

Quality Product: You need fewer items of clothing, and the ones you do have will last longer, allowing for simpler living.

Environmentally Conscious: Reduce waste in your life and do your part to use minimal resources. If you’re going to buy a product, support a company that gives money back to preserve the resources you need. Supporting a company that reduces waste whenever possible is one way people can at least feel like they are living more simply.

Active Lifestyles: A simple lifestyle often leads to pursuits in nature (climbing rocks and sleeping on the ground is as simple as life gets). Patagonia’s quality and environmental messages become more relevant as people enjoy outdoor activities because nobody likes equipment that fails, and people appreciate nature more when they are in it.

As brands try to define their value offering, it can be difficult to create one message that will truly capture the essence of the brand. A good place for brands to start is by asking their customers why they buy and focusing on the emotional triggers. Be prepared to do a bit of analysis of your findings as people don’t always know the exact reason they like a brand or purchase it. Once you’ve aggregated your findings, try to whittle it down to one sentence: your brand promise.