Organize everything you do around your brand’s big idea
With today’s consumers being bombarded with 5,000 brand messages a day, the first 7 seconds that a consumer is exposed to a brand is a make-or-break moment. The brand must captivate the consumer’s mind quickly or the consumer will move on. The brand must be able to entice consumers to find out more and then motivate consumers to see, think, feel or act in positive ways that benefit the brand. I will show you how to develop a big idea that serves as the brand’s 7-second sales pitch. The Big Idea must be interesting, simple, unique, inspiring, motivating and own-able. The backbone of the Big Idea is the brand positioning that speaks to whom your brand will serve and what consumer benefits the brand will provide. To stand out within the clutter, smart brand positioning must establish your brand as better, different or cheaper. Otherwise, your brand will not be around for long.
As much as people have a hard time matching up their inner motivations with their outward projection of their own personal reputation, a brand faces a similar challenge in matching up the inner thoughts inside the brain of the organization behind the brand with the outward brand reputation owned within the minds of their consumers. In psychology, there are three constructs to the brand personality, the ego, the id and the super ego. In our brand apparatus, the brand soul is used to express the inner thoughts of the brand that defines ‘what you want your brand to be’. The brand reputation is ‘what consumers think of you’ which is the outward view of the brand that resides within the minds of consumers. As the ego of the human mind works to regulate the id and super ego, the brand’s big idea serves as the stabilizer between the inner motivations of those behind the brand and the outward projection. In a stabilizer role, the big idea must adjust to the actual reputation, yet send signals to steer the consumer’s mind towards a desired reputation that exists within the brand soul. A brand finds its equilibrium when the brand soul, brand reputation and big idea are the same.
How to find your brand’s big idea
Your big idea that becomes your 7-second pitch. I created the Big Idea Blueprint so you can define your brand’s Big Idea. How it works is you start by brainstorming the 5 areas that surround the Big Idea. On the internal Brand Soul side, you have to describe the products & services as well as the internal beacon that drives everyone who works on the brand. On the external brand reputation side, describe the ideal consumer reputation and the influencer/partner reputation. Then look at the brand role, as the enabler to bridges the internal and external sides.
- Products and Services: What is the focused point of difference that your products or services can win on, because they meet consumer needs, and separates your brand from competitors?
- Consumer Reputation: What is the desired reputation of the brand, that attracts, excites, engages and motivates consumers to think, feel and purchase your brand?
- Internal Beacon: What is the internal rallying cry that reflects your brand’s purpose, values, motivations helping inspire, challenge and guide the culture? These words should come from your brand’s soul.
- Influencer Reputation: Who are the key influencers and potential partners who impact the brand? What is their view of the brand that would make them recommend or partner with your brand?
- Brand Role: What is the link between the consumer and the brand, reflecting the way the brand services, supports and enables the consumers to make the most out of your brand? The brand role links the internal and external sides.
Big Idea Brainstorm
With a cross-functional team that works on the brand, start the brainstorm by exposing them to all the work you have done on the brand positioning statement, including details on the target profile, brand benefits ladder work and the benefit sort work. Ask the participants to bring their knowledge, wisdom and opinions from where they sit within the organization. Start with a brainstorm of each of the 5 areas, with 15-20 key words that describe each section. Start with the products and services and brand reputation. Then, move down to the Internal beacon and influencer reputation. Once the 4 sections are complete, brainstorm 15-20 words to describe the brand role.
Next, vote to narrow down the list to the best 3-4 words for each section. You will begin to see a focus around certain themes and key words. Then divide your large group into mini groups and give them the task of taking the winning words and building phrases that summarize each section. Most importantly, this process will help the team move towards alignment.
With all five areas complete, hopefully the team will feel inspired to use their creative energy to come up with the Big Idea, as a summary statement that captures everything you have just worked on. Try to get a few different versions of the Big Idea that you can continue to play with after the meeting. Keep pushing until you have a clearly focused big idea that bridges the internal brand soul and the external brand reputation. Equally, consumers and your internal staff should feel that it fits with where you want the brand to go.
Organize Everything Around the Brand’s Big Idea
The big idea should guide everyone who works behind the scenes of the brand. Brand Leaders must manage the consistent delivery of the big idea over 5 consumer touch-points, including the brand promise, story, innovation, purchase moment and consumer experience. Whether in management, customer service, sales, HR, operations an outside agency, everyone should be looking to the big idea to guide and focus their decisions.
- Brand Promise: Use the Big Idea to inspire a simple brand promise that separates your brand from competitors, to project your brand as better, different or cheaper, expressing the brand’s positioning.
- Brand Story: The brand story must come to life to motivate consumers to think, feel or act, while influencing the brand’s reputation that is held in the minds and hearts of the consumer. The story should align all brand communications across all media options.
- Innovation: Build a fundamentally sound product, staying at the forefront of trends and technology to deliver innovation. This helps steer the product development and R&D teams to stay true to the Big Idea.
- Purchase Moment: The Big Idea must move consumers through the brand funnel to make the final purchase decision. This helps steer the sales team and sets up retail channels to drive towards the sale.
- Consumer Experience: Turn the usage of your product into a consumer experience that becomes a ritual and favorite part of the consumer’s day. The Big Idea guides the culture and everyone who work behind the brand, to deliver amazing experiences.
To read more about brand positioning, here is our workshop that we run to help brands define themselves.
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 firstname.lastname@example.org or call us at 416-885-3911. You can also find us on Twitter @belovedbrands.