March 17, 2014
In an earlier article we talked about creating your Brand’s Big Idea and using it to drive every inch of your organization. The Big Idea should drive every activity and every function. To read more on how to come up with the Big Idea and how to leverage it throughout, click on: How your Brand’s Big Idea should drive every part of your Organization
Once you have your Big Idea, you should then use it to frame the 5 different connectors needed to set up a very strong bond between your brand and your consumers.
Brands are able to generate love for their brand when the consumer does connect with the brand. I wish everyone would stop debating what makes a great brand and realize that all five connectors matter: promise, strategy, story, innovation and experience. The first connector is the Brand Promise, which connects when the brand’s main Benefit matches up to the needs of consumers. Once knowing that promise, everything else feeds off that Promise. For Volvo the promise is Safety, for Apple it is Simplicity and FedEx it might be Reliability. It’s important to align your Strategy and Brand Story pick the best ways to communicate the promise, and then aligning your Innovation and the Experience so that you deliver to the promise.
Beloved brands can tell the brand story through great advertising in paid media, through earned media either in the mainstream press or through social media. Beloved Brands use each of these media choices to connect with consumers and have a bit of magic to their work. That story telling should come from the Brand’s Advertising.
Once you have your Brand’s Big Idea, it should inspire you to seek out a Creative Idea, from which everything should come from. The best brands use a Master Brand anthemic spot to help tell the overall story of the Brand. But even more so, the Creative Idea should help with any specific product spots around the Innovation you’re bringing to the market.
Taking that a step further, you can use it to begin crafting your media plan, by launching with the Anthemic Spot, and layering in your specific product messages. As you look to continue to stay connected with your consumer, you should keep coming back to regular intervals of the Anthem spot. Too many brands, who are failing, try to do both at the same time. They try to create a lofty “Brand Spot” with their agency and just as they start to like it, they ask “can we jam in some news about our new faster widget” message in the middle, or maybe even do a 5 second tag with it.
Put another way, a good piece of communication can only move one body part at a time: the head, the heart or the feet. Challenge yourself: do you want to target the HEAD so you can get consumers to think differently about you, the HEART to try to connect emotionally or the FEET where you try to drive action.
If you think you can create an Ad that does all three, you are the worlds greatest advertising in history. And if you can’t you should then focus on one at time. That’s where the Anthem will help reposition the brand (head) or connect emotionally (heart) and the Innovation spots should drive action (feet). The choice on where to focus should come from your brand’s strategy. At Beloved Brands, we use the Brand Love Curve to help determine where your Brand currently sits with consumers. If you’re at the Indifferent stage, you need to drive Trial (feet) or change their minds to see you differently. As you move along the curve, it becomes a balance of mind and heart, but driving towards Beloved, you need to connect emotionally. (The Heart) of consumers.
As you look at the Creative Advertising the best ads attract ATTENTION, tell the BRAND story, COMMUNICATE the main benefit of the brand and STICK over time. Leveraging the BIG IDEA and matching up a CREATIVE IDEA, you should make sure it’s the CREATIVE IDEA that does the hard work to a) Earn the consumers’ ATTENTION b) Draw and hold attention on the BRAND c) tells the brand story in a way that COMMUNICATES the benefit and s) STICKS with the consumer and builds consistency of brand experience over time. It’s the ABC’s of Good Advertising.
Once you align everything to the Brand’s BIG IDEA, you’ll create a strong bond with your consumers. That bond becomes a source of power for your brand, whether that power is with the very consumers who love your brand, versus retailers, suppliers, competitors, influencers, employees or even versus the media.
Once you’re able to generate power for your brand, you can then turn that into profit, whether driving price, cost control, market share or increasing the market size.
My hope is this will help you align your Advertising to the Brand’s Big Idea and manage it so whether you are looking to develop new Creative or Media Plans. Remember, you can only move one body part at a time. That choice should come from your strategy.
Use your Brand’s Big Idea to Align the Advertising into the Market
Do you want to be an amazing Brand Leader? We can help you.
Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising. We can customize a program that is right for you or your team. We can work in person, over the phone or through Skype. Ask us how we can help you.
At Beloved Brands, we love to see Brand Leaders reach their full potential. Here are the most popular article “How to” articles. We can offer specific training programs dedicated to each topic. Click on any of these most read articles:
- How to Write a Brand Positioning Statement
- How to Write a Brand Plan
- How to Write a Creative Brief
- How to create a Brand Strategy Road Map
- How to Judge Advertising
- How to write a Mini Creative Brief
- How to Think Strategically
- How to Build a Media Strategy
- Brand Love = Power = Profit
- How to Have a Successful Marketing Career
*Brand DNA first seen at Level5 Strategy Group