Why it's Sail Yacht A, Not Sailboats

Introduction

I love sailboats. My family has been sailing for generations, so it’s in my blood. But as a marketing professional, I also understand that there are times when you need to clarify what type of boat is being referenced in communications. For example, when I say “sail yacht,” I’m talking about something very specific: A large sailing vessel with an aft-facing cabin and an internal engine compartment. However, if you’re reading this blog post on the beach somewhere and some strangers ask what type of boat they should rent next week while they’re sailing along the coast—well, then maybe they’d be better off with a different kind of vessel altogether (like a motorboat).

The purpose of communication is to be understood.

Communication is about sharing information and understanding.

There is a difference between the message and the messenger. When you communicate to someone, it’s not about them—it’s about making sure that your audience understands what you’re trying to say. That doesn’t mean that you shouldn’t care about how they react or what they think of your brand; it just means that your primary focus should be on being understood by readers, not impressing them with how cool/funny/hipster-ey you are.

First, make sure you’re clear on your brand’s core message

First, make sure you’re clear on your brand’s core message.

Your brand’s core message is the most important part of your business. It can be communicated in a few words or in a paragraph or two. It might take some thought to articulate it clearly, but once you do, it will be easier to communicate with everyone who works with and for your company—from investors and employees to customers and suppliers. Here are some questions that will help you get started:

What is my brand’s mission statement?
What does my company do? Why does it exist? Why does anyone need us? How will we make their lives better or easier by using our product/service (or both)?
Who am I trying to serve with my product(s)/service(s)? How do they define themselves as individuals and as groups within society at large? What kind of image do they want people who aren’t familiar with them (yet) think when they hear about them—in other words: what’s my audience’s value proposition.*

Then add the big picture.

The big picture is the context, the story and the emotion. The big picture can be a metaphor, or it might be a story. It could be a reason or mission statement. It can even be an inspiration.

For example, you have your target market: young professionals with disposable income who want to live in an urban area but still have access to nature; they’re looking for a place where they can walk or ride their bikes to work; they enjoy being outdoors with friends and family on weekends; they want the option of having pets in their apartment building; they care about supporting local businesses and farmers markets…

Now imagine that your brand communicates these values through an experience that says: “Welcome aboard my ship! We are sailing together into this new adventure called ‘urban life’! Here at Sail Yacht A (or whatever name we’ve given our brand), we will explore together how living in such close proximity with others can bring us greater fulfillment than any other lifestyle.”

When you’re communicating with someone new, start with the basics.

When you’re communicating with someone new, start with the basics. If you’ve ever tried to explain a complicated concept to a child or a grandparent, you know how challenging it can be to communicate what seems like common sense.

It’s no different when we communicate as creatives! There are so many layers of nuance that go into our work that it’s easy to get lost in our own jargon and forget how much room there is for misinterpretation if we don’t set clear expectations from the start.

When I meet with potential clients for the first time, I always start by explaining who Sail Yacht A is, why we exist and what makes us unique—and then move on from there. This helps me gauge whether or not they have an understanding of our brand values before diving into any further details about their project needs or budget concerns.

In other words: explain the context first! Make sure everyone has a firm grasp on where your conversation is headed so there are no surprises later down the road when people realize they’re talking about different things than they thought they were at first glance (or vice versa).

Stay consistent to your message, and don’t overcomplicate it.

We’re all familiar with the importance of consistency when it comes to branding. In fact, we could say that consistency is one of the key elements of branding. You want your customers to recognize your brand and understand its message from first glance—and it’s hard for them to do this if you keep changing things up every few months or years.

But what does “consistency” actually mean? A lot of people think it means “don’t change anything ever!” But that’s a mistake; if you get stuck in a rut where nothing ever changes, then there’s no point in having a brand at all. You need some flexibility so you can react to new opportunities as they arise and evolve over time (like these guys).

Don’t forget about visual language.

Visual language, which is another important component of brand communication, is a key part of any brand asset. This can include the logo, colors, typefaces and even the design of your website or marketing materials. It’s not just about the logo though; visual language can add to the meaning behind a message and help tell your story visually.

Communicating effectively takes practice and intentionality.

You can improve your communication by working on it, which means being intentional about the way you communicate.
Communication is not just talking—it’s also listening. The best way to ensure that your listener gets the message you intended is by asking questions and following up with them afterwards, so they can tell you what they heard and make sure that what they understood matches what you meant to say. The more feedback you get from the people around you, the better equipped you will be at communicating in a way that makes sense for them as well as yourself!

Conclusion

We hope we’ve helped you understand the power of effective communication, and how it can make or break a brand. If you have any questions about the Sail Yacht A brand, check out our website for more information!