You don’t have to be a professor of English literature to come up with language that communicates what you do. In fact a complex message is likely to get lost. We are bombarded all day long with marketing messages. The ones that stick (and the ones that will lead to quality referrals–i.e. work you want to do), should be understood by a child in elementary school.
Here are two slides from a great presentation I heard in the Fall (“Sizzle or Suck”) that elaborate on this point in a very meta way (simplicity to get across the point that simplicity is key). The presenters included Tricia Montgomery, a branding expert in the Seattle area, and Larry Cohen, a branding expert in the Los Angeles area. Both are masters of their craft and great contributors to ProVisors, my business network. Thanks also to Belle Walker who was involved.
Feel free to contact me if you would like to discuss your own brand.