A brand is, at its center, a promise.

In exchange for buying the brand, or buying into the brand, you receive what the brand promises.

Advertising is only part of the branding process. But for many brands, it’s a critically important part.

Promise also plays an important role in advertising. In what is widely regarded as the first article ever written about advertising, Samuel Johnson said, “Promise, large Promise, is the soul of an Advertisement.” (Idler Magazine, January 20, 1759)

The point?

Both branding and advertising are all about focus.

So focus on your brand promise.

Make sure it's true and believable. Make sure your organization can deliver on it. Say it so anyone can get it. Say it so it stands out from the competition. 

Then run with it in all of your ads and branding signals.

That's one powerful way you can get to simple.