Have you ever wondered why some brands or ideas are instantly recognizable, while others blend into the background? The secret isn’t just in their logos or taglines – it’s woven into the very fabric of their message.
In my book “Say What They Can’t Unhear,” I explore how lasting change happens when your message aligns with what people already believe. But there’s another aspect to powerful messaging that’s equally important: recognizability.
The Red Thread Origin Story You Haven’t Heard
We often talk about the Red Thread in connection with Theseus and the Minotaur’s labyrinth. But there’s another origin story from Goethe that’s particularly relevant when thinking about message design.
Goethe wrote that all rope used by the British Royal Fleet – from the thickest to the thinnest – was twined with a red thread running through it. This thread couldn’t be removed without completely unraveling the rope, making even the smallest piece identifiable as property of the crown.
This represents a powerful approach to message design. While many focus on external identifiers – logos, taglines, color schemes – truly memorable messages have their distinguishing elements woven through their very core.
Building Recognition From the Inside Out
When designing your message, consider what makes it inherently yours. Is it:
- The unique combination of concepts you bring together?
- The specific problems you’re consistently drawn to solve?
- The foundational beliefs that guide your approach?
- The transformation you help create?
These elements form your Message Foundation – what I call your Core Claim and Core Case. When these elements are consistent across everything you do, your message becomes recognizable not just from the outside, but from the inside too.
Identifying Your “Can’t Unhear” Elements
As you think about how to make your message more recognizable, start by asking what already makes your work distinctive. What elements of your message would be impossible to remove without fundamentally changing what you offer?
Remember: The most powerful messages aren’t just stamped with your brand from the outside. They’re designed with your unique perspective woven throughout – creating something people can’t unhear even if they tried.