Cliché, cliché – and no one is listening?

Identify pain points. Go the extra mile. Think outside the box. Exploit Synergies.

Ouch. As communicators, are we wasting our audience's time with empty phrases – instead of choosing words that really resonate?  

I speak from experience: agencies love buzzwords. And they're not alone. 77% of respondents in our latest Brands in Motion Report say that companies use too many corporate clichés in their communications – both internally and externally.

What works instead? Our Brands in Motion Report shows you:  

Communicate like a human being.  

The tone must be personal if you want to be heard. Buzzwords create distance – real words create closeness.  

Be specific.  

What does what you say mean for your audience? Instead of ‘We optimise processes’, try: ‘We save you 30 minutes a day – so you can focus on what's important.’  

Show your face.  

Messages from executives have a stronger impact than anonymous statements. Example: When Shirine Khoury-Haq, CEO of the Co-op Group, spoke publicly after a cyberattack, she said in a BBC interview: ‘It hurt my members and it hurt our customers.’  

Clear. Emotional. Responsible.  

Allow people to see behind the façade.  

40% of respondents say that ‘showing vulnerability’ is one of the most effective strategies for building trust in times of crisis.

Powerful communication in our customer work

One example that is particularly close to my heart is our awareness campaign on the menopause with Astellas Pharma Germany. The ‘WechselWochen’ format on Instagram shows how communication on an equal footing works: honest, approachable – and sometimes with a wink. Actress Elena Uhlig talks openly about her experiences and invites experts and those affected to join the dialogue. The response? Overwhelming. Thousands of comments, an engaged community and clear feedback: ‘Keep up the good work.’

Further examples from our work that show how clear communication works:

• Crisis communication for a tech company: Instead of “We are working on a solution,” the message was: "Our systems have been offline since 3:12 a.m. We expect to have them back up and running by 10 a.m. We will keep you updated hourly."  
• Employer branding for an industrial company: Instead of “We offer development opportunities,” we said, “With us, you can rise from trainee to site manager – just like Julia did in eight years.”

And internally?

We also live by these principles internally.  

In our monthly ‘All Togethers’, we, the German leadership team, openly share what is working – and what is not. Transparency, approachability and clarity are not just buzzwords, but everyday practice. Critical questions? We welcome them wholeheartedly.  

And if that's not enough?  

Then we actively ask for more. Through anonymous surveys. The answers are then provided personally by me or my colleagues from the leadership team in ‘Ask me anything’ sessions. It feels like a hot seat. But it's important. Our X-Team – a group of committed colleagues – also develops formats to make voices heard that might otherwise be lost. Because quiet does not mean unimportant.  

Our credo:  

Humanity is not decoration, but the core of credible communication.  

Even – and especially – when things get difficult. Our motto, ‘Humanise Complexity’, is more than just a claim. It is a guiding star.  

Ultimately, it's not about appearing perfect. It's about being genuine.

How do you feel about communication?

Would you like to see more accessibility?

And how many buzzwords are too many for you?

More about the Brands in Motion Report.

‍