Imagine this: 

You're trying to gather your thoughts, but hands keep reaching out to you. Touching & nudging your attention in different directions. They interrupt your focus, push new ideas at you before you've had a chance to form your own.

That’s what excessive explanation feels like.

It’s not a flood of information all at once, but a constant push and pull that clouds your clarity and confuses your perspective.
By trying to explain everything upfront, you take away the audience’s freedom to connect with the brand in their own way to discover a personal meaning.
The emotional bond suffers, because the never ending stream of explanations leaves no room for spontaneous, personal resonance.

But where and when should I explain my business?!

That’s what websites, flyers, intros, or consultations are for.
That’s where you say:

“We do XYZ for ABC.”

But not in your claim.

For example, brands that try too hard to explain:

👉 "Suisse Delivery Express" – It clearly says what it does, but it lacks emotional appeal or uniqueness.
👉 "Budget Fitness Training" – While it’s clear, it doesn’t inspire passion or an emotional connection with fitness. It just feels transactional.
👉 "Affordable Home Repairs Zurich" – Descriptive, but does it make you excited about the service?
👉 "Fresh Meal Prep Express" – Describes what the brand offers, but doesn’t make the consumer feel anything about how they might benefit emotionally or socially.

An example of getting it right:

👉 Nike doesn’t explain "sportswear."
👉 "Just Do It" doesn’t describe the product.
or
👉 "Apple" doesn't say "computers."
👉 "Think different" doesn't explain the product.
Yet everyone knows exactly what it means – and how it feels.

Conclusion:

🔁 If you try to say everything in your name or claim,
you risk losing everything that makes your brand magnetic:
Clarity. Emotion. Curiosity. Identity.

Here’s my recommendation:

🎯 Name = Signal – an identifier that communicates the essence of the brand.
🎯 Claim = Emotion – a way to connect on a deeper level with your audience.
🎯 Intro = Explanation – where you can get into the specifics and details, without overshadowing the core emotional promise.

In that order, your brand truly connects.