You know how subtle and complex your brand is. Its heroic history, its delicate tapestry of meaning. Your brand is a work of sublime inspiration - it is grace, beauty and power. And anyone who can’t recognize it at first glance (or is willing to take the time to understand it) is a philistine and unworthy of your time.

But hold on just a sec - those Philistine just may be your existing clients and prospects.

Falling in love with your own brand is as dangerous as ignoring it. A brand is like your company’s personality – people who are “too into themselves” or can’t communicate aren’t as effective in business as those that are clear and simple to understand. No one wants to buy a car or talk about investments with a self-absorbed poet.

What does this mean to China business owners and expat managers?

Ads - make sure people can recognize you name, have an idea what you do and contain a call to action. Coca Cola or Nike can get away with just a simple logo to deliver their whole message – because they have already invested billions in sophisticated brand strategies. Unless people who haven’t done business with you already can connect your logo or visual imagery with a specific product or service, then you have to make it very clear. Try to incorporate some descriptive content and a call to action directly into your ads. Tacking on some fine print under a pretty but obscure graphic is not effective.

Sponsorships - you have to energize them and tap into the community of participants and supporters. Slapping your company name on a vinyl sheet hanging next to a stage or a reviewing stand doesn’t do much good. Use your sponsorship as a gateway for speaking directly to your community. In many cases your sponsorship message isn’t about specific products or transactions, but you should still treat it as a major opportunity to broadcast your values and commitment to the community.

Billboards are out. Marketing in China is about discovering and engaging with the communities that already exist and clearly communicating a powerful message. As with more forms of expression – clear, significant, direct tends to have more impact than obscure, muddled and hidden.

Got that? Clear & simple: GOOD. Muddled & confusing: BAD