The Perks Of Being A Konvert

Are you a Konvert? Have you succumbed to Kondomania? Or have you absolutely no idea what I’m talking about?

To ‘Kondo’ is a new verb stemming from the global phenomenon that began with the book “The Life-Changing Magic of Tidying Up: The Japanese Art of Decluttering and Organizing”, which has taken the world by storm. Topping the bestseller lists in over 30 countries, author Marie Kondo was listed as one of the world’s 100 most influential people by Time Magazine this year.

Just Googling Kon Mari gets you 5,370,000 results. Her followers are evangelical in their belief that her way of thinking not only cleans houses physically, but helps clean minds and even lives too.

Telling people how to declutter and organise their lives and homes is a well-established industry, so why does the Kon Mari way resonate more than most? Well, it is based on the simple, single-minded premise that the only reason you should keep any possession is that it brings you joy. Essentially, barring everyday necessities, everything else can go.

Would applying the same principles help your brand? According to the Global Brand Simplicity Index 2014 published by Siegel+Gale, the answer is a resolute yes; less is definitely more. They have measured the effect since 2009, calculating that those brands who have adopted simplicity outperformed market averages by 170%, and 70% of consumers are more likely to recommend a brand because it is simple. If you allow clutter to overwhelm your brand, customer confusion and displeasure will drive them to check out your competition and the user experience they provide.

So, is it time to join the Kondo revolution? What can Kondomania teach us about decluttering and simplifying our brands? Here’s how to begin.

  1. Determine what it is about your brand that actually ‘sparks joy’ for your customers, and ditch anything that doesn’t. Sounds simple, but isn’t.
  2. Simplify everything: your strategy, your story, your messages, your imagery and your communication channels.
  3. Simplify your customer experience or journey. Too many brands lead customers down confusing purchase paths.
  4. Spend more time with the people who enjoy and appreciate you, or at least could in the future. Ensure that you are talking with them on the medium that they prefer. You don’t need to be everywhere.

Learn to let go; focus on selling product lines that enhance joy, and stop selling product lines that dilute it. Create new products based on what ‘sparks joy’…


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