Dear Dreamers and Doers,

It’s June already. That means it’s time to drop the next number in our 2024 series about DRMTM’s ten Bold Brand truths. These insights are brought to you courtesy of our signature workshops, and you can catch previous articles on our website under thoughts. Let’s go.

Here’s #5 on the list of creating a bold arts and culture brand: Talk like a real person, not a robot.

Messaging is the most honest, human part of your brand. It must be compelling, inspiring, informative, persuasive, meaningful and memorable. Oh yeah – and simple to understand. So we all need to agree on something here: let’s quit it with the jargon, acronyms and insider language.

If you currently use any of these words, terms or tools in your primary messaging, STOP and BACK AWAY:

The words “IMPACT, INNOVATIVE and TRANSFORMATIVE”

• We love big, bold words. But these three here are overused and losing their luster. Is that new urban dance program really innovative? If yes, then be sure to describe how. But most organizations throw these words around with nothing to back them up. Be sure to pull one of these big guys into a headline when you have something incredible to say.

CHARTS AND GRAPHS

• Don’t get us wrong — these visual aids are awesome. Just be sure to use them sparingly and in the right way to support your information, not detract from it. Charts and graphs can add clutter and confusion when used in narratives solely to break up content or provide visual interest. Let other brand design elements highlight key information.

TECHNICAL DATA

• We see so many organizations lift program data and financial information right out of their grant reports and use it in primary messaging to show impact. This is a short-cut way to write and your mission deserves more. Your messaging should be warm, captivating and human to tell a success story, not read like an outcomes report to your funder.

INDUSTRY JARGON

• The FATA is offering CPE credits on Art and ACEs for ATCB certification and credentialing. We think you get it.

MEANINGLESS LANGUAGE

• “Leading with our bold vision to inspire and connect humanity through the Puget Sound Sound, we at The PS Orchestra and Social Center, Inc. are vital influencers and conveners, emblemizing our values of being exceptional, innovative, diverse and inclusive, and authentic. IDEAS—Inclusion, Diversity, Equity, and Access Strategies—is a comprehensive transformation process, guided by our vision and values, to assess and improve all aspects of our operations, concerts, and programs, and to spur sustainable change.” Again, we think you get it.

Avoid unnecessary eyerolling, awkward silences and, at worst, total loss of interest. The homework here is easy! 

• Take this check list and start revising. Go through your most community-focused messaging, collateral and web pages to determine where you can make instant improvements using our anti-jargon insights.

Stuck on a messaging treadmill of innovative transformation and can’t get off? Email hello@thedrmtm.com and we’ll help you fix a few problems for free in just half an hour.

Here’s to Keepin’ It Real,

Surale + Laura + Cheryl