How to use a Big Idea to capture the consumer’s mind and heart

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[sg_popup id=”9″ event=”onload”][/sg_popup]A Big Idea for your brand ensures consistency in the consumers mind as they notice, test, decide and experience the brand. The brand needs to be able to tell their story in 7 seconds, 60 seconds, 30 minutes and over the lifetime of the brand.

Have you ever gone to a party where you “weren’t yourself” that night? That’s when the outer projection of your image does not match with your inner views of what you are comfortable with. It is the same thing for brands. A brand finds equilibrium when the internal BRAND SOUL, matches up perfectly to the external REPUTATION that it creates in the market place. The role of the BIG IDEA is to unite these two and ensure you are working every touch-point of the internal organization and external consumer face with the same brand messaging. 

The Big Idea should serve to simplify the brand message with an outward expression of the Brand Soul, which reflects the purpose, values, beliefs and motivations that form the brand culture.

In this crowded marketplace, the first connection point for consumers has to be the Big Idea as they are only willing to give a brand 7 seconds to capture their attention. As consumers experience the brand for the first time, they either accept or reject idea whether it matches up to their expectations based on their first impression from the big idea. Consumers who are continually satisfied with the brand experience start to become loyal and develop a bond with brand. They will build routines or rituals around the brand. Should the brand become one of their favorites, we will see consumers transform their brand love into a reputation they spread within their social network.

Are you starting to see that the Big Idea has to not only be the first connection point for consumers, but rather every connection point? The Big idea must be unique, own-able and motivating. It must gain a quick entry, be layered easily and have longevity over the life of the brand. 

How to use a Big Idea Brand Concept

While I love the JUST DO IT tagline for Nike, that is a creative big idea, not a strategic big idea.The “Just Do it” tagline does not guide the design of next year’s shoe, the overall experience you are trying to create with the brand, it does not help decide who to hire to work the retail stores, or what celebrity athlete to hire. The strategic Big Idea for Nike is: “Nike pushes your athletic boundaries beyond what you thought was possible, so you can win on your own terms.” A slogan never drives your brand strategy. But a great brand strategy should drive your slogan. We need to stop thinking that Brand Strategy is only about the external consumer view, as it is equally about the internal culture and operations. Next time your ad agency says “Let’s vet the brand concept past our creative people”, you should say “sure, let me invite our HR manager to attend that discussion”. By the way, if you are an ad agency, have you ever asked to speak to someone in HR?  

Here are four examples of strategic Big Ideas, that would help me to communicate with consumers, build innovation, manage the purchase moment and build experiences around the brand:

How to use a Big Idea Brand Concept

Creating the Big Idea

To ensure we have an idea that is big enough to guide every part of the organization, we start by describing the brand as to the products and services that we sell and matches that up to the external brand reputation among consumers. We describe what internal beacons are within the brand that would help guide the entire internal brand culture and organization that supports the brand as well as the brand character as it touches consumers. We would also describe the role of the brand, about how it connects the brand with consumers, the link between the internal soul and the external reputation. 

The Big Idea Blueprint below shows everything that must be considered for creating the Big Idea.

How to use a Big Idea Brand Concept

 

To describe the product we recommend that you  start by figuring out exactly what you do, in the most passionate words that would excite you and your consumers. This should be matched up to the Brand Reputation to ensure the external and internal alignment. You should assess how your most engaged and loyal consumers would view your offering, to ensure it attracts, excites and engages them in a way that changes their behavior. From there, you should move to the Internal Brand Beacon, which helps to create an internal rallying cry for everyone to follow that reflects the purpose, values, motivations to deliver the brand you created. This should be matched up to the Brand Character, which are the emotional characteristics, and personality traits that help consumers connect passionately with the brand. The role of the brand serves as the bridge between the internal and external brand. Assume a role for how you can ensure consumers can get the most from what you do.

Step One

Using our fictional Grays Cookie brand, under the five sections of the Big Idea blue print, we brainstorm 10-15 words for each area, then vote to narrow down to the best 3-4 words.

How to use a Big Idea Brand Concept

 

 

Step Two

Take the best 3-4 words for each section and build key phrases that summarize each area.

How to use a Big Idea Brand Concept

 

This forces you to almost write a big idea for each unique section of the Blue Print. It also serves to stimulate the creative writing juices on the team, which will help in step three

Step Three

Using the 5 areas to inspire you, try to write a summary Big Idea statement that captures everything you have worked on.

How to use a Big Idea Brand Concept

 

Creating a Brand Concept

When writing the Brand concept you should use the work from the Brand Positioning Statement and the Big Idea blue print.

How to use a Big Idea Brand Concept

 

 

If you have done a good amount of work on the Brand Positioning and created a Big Idea, you will see how easy it is to write winning concepts.

When writing the brand concept, the main headline should capture the big idea of your brand. Obviously the headline is the first thing consumers see, so it should contain the big idea that you want your brand to stand behind. Use the opening statement of the concept to connect quickly with your target consumers by starting with their enemy or insight. I love using the enemy because it can be a very arresting way to really make the consumer say “That’s me”. Bring the main benefit to life in a compelling promise statement. I prefer it to have an emotional/rational balance in the promise. At the very least, the emotion modifies the rational. The promise statement then forces us to bring in the two reasons to believe (RTBs) to help back that up. Avoid a laundry list of support points, only putting what you could realistically put into an advertisement or package. I like to add a motivating call to action at the end to help prompt purchase intent. Adding a supporting visual is optional, but it helps connect with consumers. 

How to use a Big Idea Brand Concept

 

At Beloved Brands, we lead workshops to help teams find their Brand Positioning, helping the team define their target, benefits and reason to believe so they can find a space that is unique, own-able and motivating. Click on the Powerpoint file below to view:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands

Beloved Brands Graham Robertson 

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Graham Robertson

Graham Robertson is one of the voices of today's brand leaders. As the founder of Beloved Brands, he has been a brand advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links and Pfizer. He's helped train some of the best marketing teams on strategy, brand positioning, brand plans and advertising. Graham's purpose is to use is marketing experience and provocative style to get marketers to think differently about their brands, and to explore new ways to grow. Graham spent 20 years leading some of the world's most beloved brands at Johnson and Johnson, Coke, General Mills and Pfizer, rising up to VP Marketing. Graham played a significant role in helping win Marketing Magazine's "Marketer of the Year" award. He has won numerous advertising and innovation awards including Businessweek’s best new product award. As a keynote speaker, Graham shares his passion for brands to challenge and inspire marketing minds around the world, whether speaking at Advertising Week, or at the NBA Summer League, or to a room full of marketers in Bangkok Thailand or an agency in New York. He's been a guest writer for Ad Age, and his weekly blog stories have reached millions of marketers, who are trying to improve their skills. His new book, Beloved Brands, has launched with rave reviews. Many brand leaders are using this book as a playbook to help build the brand they work on. And, it serves as a brand management textbook for business schools in the US, Canada and the UK. Graham’s personal promise is to help you solve your brand building challenges, to give you new thinking, so you can unlock future growth for your brand.

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