Now, I have to connect design hierarchy and clarity to the 3 little pigs because that's the point of this spectacular SEO, AEO, GEO, e, i, e, i, oooo article.
Everyone knows the story of the three little pigs. You don’t need a nostalgic copy of the book to tell the story. The tale has been handed down through the generations. Three pigs, three "houses", one hungry, huffy-puffy wolf.
It’s not a particularly sophisticated story but it never leaves your soul. Why? Because it’s simple. Stupid. It’s always the same. three pigs, three houses, one wolf.
It’s simple. Stupid. Three pigs, three houses, one wolf.
Now, if you look at how most brands come across, it’s usually a vastly different experience in the main.
You see a brand be it on a website, could be on a sign, a slide deck (bloody slide decks), an ad, a white van with tiny writing on it driving past you. Doesn’t really matter where.
You see the name. There’s usually a line sitting with it. Something meant to explain what they do. Some are obvious. "Tom's Plumbing. Tom fixes your plumbing". Easy, simple.
Some are "Xenocomp 4000. We find solutions for your business". What in the AI naming do they do?
In one case you know exactly what they do, but unless you need them at that moment you let it drift out of your mind but if you need it in a week you'll go on the old google machine and look up Tom's Plumbing. The other is so obscure you let it drift out of your mind, you couldn't be bothered looking them up because it sounds the same as every other solutions focused company.
The pigs never had this problem. You’re never sitting there going “wait… what’s this one about again?” If you are, you're in trouble
You’re told there are three of them. Then each one builds something. Not “a solution”, not “a platform”, not “an innovative approach to modern housing”. A house.
And each one is different in a way that actually matters. One’s shite. One’s a bit better but still not great. One ends up being on Grand Designs as the sturdiest, most passive, eco-friendly house that's ever been constructed.
Now with the story you don’t have to work any of that out. You’re not reading between the lines. You’re not going back over it thinking “ah right Ted, I see what they’re doing now”.
It’s all laid out in front of you in the right order.
That’s the bit most brands miss.
It’s all laid out in front of you in the right order.
With a lot of brand stuff, everything is trying to happen at once. Name, tagline, mission, values that go out the window once you have to make actual money to pay staff, electricity etc... bit of personality, bit of tone, bit of “we’re not like the others” (you are like the others).
It all lands together, screaming look at me, listen to me. There has been no build up.
You’re left trying to figure out what’s actually important.
The piggies story doesn’t do that. It doesn’t try to tell you everything at once.
It gives you just enough, in the right sequence, so you don’t have to think about it.
You understand one thing, then the next, then the next. By the time the wolf shows up, you have a fair idea that the wolf is a hungry prick and he wants his piggies.
That’s hierarchy and now a bit on clarity.
If the hierarchy goes wrong, people start trying to fix it by adding more and more. This is what the piggies try to do. The straw is gone. I'll go with sticks. It's like more words all over the sharepoint document. Is that the right document? Has Ger written his notes on another document and not uploaded it?
Or more design. Final_final_final_kjsbdfsdsdk_v27.pdf. More bits trying to explain what was obvious in the first place, or over explaining the unnecessary.
It looks like progress. Real effort has been but in. But nothing stronger is being built.
You’re just covering over something that isn’t clear. And without clarity the big bad wolf is getting his nom, noms on with piggie number two. I hope with all the imagery the message isn't lost here.
The third pig adds more too, but he knew he had the wolf trying to get him, he evaluated, clarified what he needed. He got the architects, the planners, the engineers, got the planning permission, piled the foundations in and got the house built to suit his needs and that's why it holds up and will hold up for a long time.
That’s brand clarity. Knowing what you are, and making sure it’s just as obvious to someone else.
Funny fact, piggy threes wife got pregnant halfway through the Grand Designs project.
We did it. We connected design hierarchy and clarity to the three little pigs.
If someone has to stop and think about what you do, it’s not clear.
The pigs never had that problem.
Three pigs, three houses, one wolf.
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