Lately, I’ve been noticing more and more businesses and organisations using acronyms in place of their full brand name. As an advocate for brevity, I’m all for keeping things simple.

However, by using an acronym, are we really simplifying and making communication easier, or is it in fact creating even more confusion?

In today’s noisy digital marketplace, everyone seems to be on a quest to increase their visibility. Post more on social media. Pay more for online ads. Get a bigger sign. And rightly so. It makes sense to conclude that “the more people who can see my business, the more people who will buy”.

While that may be the case in some instances, it isn’t always a hard and fast rule. You can still have high visibility, but low engagement.

As history tells us, Disneyland was indeed a success in 1955 and still is to this very day. But Walt didn’t know that at the time. His sharing of the process (the good, the bad and the ugly) took courage and conviction. After all, if he didn’t believe in his idea, why would anyone else?

If you’ve got a dream or goal you’d like to achieve this year, share it. Talk about. Document the process. Believe in yourself with the same courage and conviction that Walt had.

You are building an amazing brand. What you have to offer will benefit so many people out there – but first they need to meet you! Growing your visibility is a key step in growing your brand and ultimately, sales and profit. Thanks to the digital nature of today’s society, there is so much we can do to get in front of potential customers, and a lot of it is free or affordable.