A brand’s Big Idea must be interesting, simple, unique, inspiring, motivating and own-able.

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When the Big Idea is interesting and simple, it helps the brand gain quick entry into the consumer’s mind, so they will want to engage and learn more about the brand. With the consumer being bombarded by 7,000 brand messages every day, the brand only has 7-seconds to connect or else consumers will move on. When the idea is unique and own-able, it stands out from the clutter, and the brand can see enough potential to build their entire business around the idea. When the idea is motivating to consumers, the brand gains an ability to move consumers to see, think, feel or act in positive ways that benefit the brand.

Can you describe your brand in 7 seconds? Does everyone in your company say the same thing? 

The idea should be big enough to last 5 to 10 years, flexible enough to show up the same no matter what media options the brand uses. The idea must provide a common link across the entire product line-up. The idea should inspire the team working behind the scenes to deliver amazing consumer experiences. Brand Leaders must work to create and build a reputation that matches up to the idea.

The brand has to show up the same way to everyone, no matter where it shows up. Even as the Brand Leader expands on the idea, whether telling the brand story over 60-seconds, 30-minutes or over the lifetime of the brand, the brand must tell the same story. When the idea works best, the most far-reaching sales rep, the scientist in the lab, the plant manager or the customer service people must all articulate the brand’s Big Idea in the same way, using the same chosen words. Every time a consumer engages with the brand, they must see, hear and feel the same Big Idea. Each positive interaction further tightens their bond with the brand.

Align the Big Idea across five consumer touch-points

There are 5 consumer touch-points that need to be aligned and managed, including the brand promise, brand story, product innovation, the path to the purchase moment and the overall consumer experience. I have created the Big Idea Map to help align all 5 consumer touch-points. As today’s consumers naturally doubt and test the brands to see if they deliver, every time the consumer interacts with the brand, they should experience the same Big Idea that attracted them to the brand on day 1. When all five consumer touch-points line up to deliver the same Big Idea, the bond with the consumer will continue to tighten.

  • The Brand Promise connects with consumers and separates the brand from competitors. The promise must position the brand as interesting and unique, utilizing brand positioning work that defines the target market, the balance of functional and emotional benefits, along with key support points.
  • The role of the Brand Story is to help the brand stand out from the pack and gain the consumer’s consideration for purchase. The Big Idea must push consumers to see, think, feel or act differently than before they saw the brand message.
  • Innovation must help the brand stay on top of the latest trends in technology, consumer need states, distribution and competitive activity. A brand cannot stand still. The Big Idea should act as an internal beacon to help inspire the product development to come up with new ways to captivate consumers.
  • The Purchase Moment transforms the awareness and consideration into purchase. The Big Idea ensures everyone along the path to purchase is delivering the same brand message, using retail and selling strategies to influence consumers through direct selling, retail channels or e-commerce.
  • Create Consumer Experiences that over-delivers the promise, driving repeat purchase and future consumer loyalty. Partnering with Human Resources, the Big Idea acts an internal beacon to the brand’s culture and organization, influencing the hiring, service values and motivation of the operations teams who deliver the experience.

Here is our brand positioning workshop we use to help brands find their unique space they can win. From there, we build a Big Idea to help articulate your brand in 7 seconds.

 

Beloved Brands: We make brands stronger and brand leaders smarter.

We will unleash the full potential of your brand. We will lead a 360-degree assessment of your business, help you define your Brand Positioning, create a Big Idea that will transform your brand’s soul into a winning brand reputation and help you build a strategic Brand Plan everyone who works on the brand can follow.

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

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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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