Clarity is about getting out of your own way when it comes to messaging. Only saying what’s necessary to be understood.

Take a look at your current messaging across various platforms and mediums. Where is there unnecessary repetition? Or, more importantly, where is there inconsistent repetition?

Obviously repetition is an important part of branding, but inconsistencies or overuse can create confusion and weaken the overall perception.

Ideally, your messaging should be repeated as much as is necessary to be effective, but as little as possible.

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P.S. There may be a few strategic exceptions where repetition can in fact improve clarity, but that’s a topic for a different day.