Building the Big Idea
We have come up with the Big Idea Blueprint that allows you to define your brand’s Big Idea. How it works is we start by brainstorming the 5 areas that surround the Big Idea. On the internal side, we describe the products/services and the internal beacon. On the external side, we describe the ideal consumer reputation and the brand character. We also look at the brand role, as the enabler to help bridge the internal and the external.
Step One: Brainstorming Words
With a cross-functional team of those who work on the brand, and you expose them to all the work you have done on the brand positioning with the target profile, brand benefits ladder and the brand positioning. Also, provide them with any necessary background research that was done. Most importantly, ask them to bring their knowledge, wisdom and opinions they have from where they sit in the organization.
We recommend that you start off by brainstorming each section, starting with the internally focused products and services, followed by the mirrored externally driven brand reputation. Then, you should move down to internally driven brand beacon, followed by the mirrored externally driven brand character. You should start to see that these match up, or at least should be reflective of each other. You should ask the team to brainstorm up to 15-20 key words that describe each area. Once that is done, brainstorm 15-20 words that start to describe the brand role, which starts to bride the internal and the external.
- Products and Services: What is the focused point of difference that your brand can win on, because it meets consumer needs, while separating your brand from competitors?
- Consumer Reputation: What is the desired outward 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 purpose, values, motivations helping to inspire, challenge and guide the culture, including everyone’s focus and daily behaviors?
- Brand Character: What is the set of emotional characteristics, and personality traits that help consumers connect passionately and identify with the brand on a deeper self-reflective level?
- Brand Role: What is the link between consumer and brand, reflecting the way we service, support and enable our consumers to ensure they make the most of our brand offering?
Step Two: Constructing phrases from the best words
Ask for a vote to narrow down to the best 3-4 words for each section. Divide your group into 2-3 mini groups and then assign the task of taking the winning words and building key phrases that will begin to summarize each area. With different versions of each section from the mini-groups, you can narrow down to what feels like the best version of each of the five areas. You will begin to see a focus around certain areas and key words. Importantly, the groups will move towards alignment. It also serves to stimulate the creative writing juices on the team, which will help in step three.
Step Three: Finding the Big Idea
Using the five areas to inspire you surrounding the Big Idea, get each of the mini-teams to try to write a summary Big Idea statement that captures everything you have worked on. Try to get a few different versions of the Big Idea. Hopefully, with the teams fully focused on the brand and with all the creative energy in the room, you will get a couple of good versions that you can play with after the meeting.
If you are still working on brand concepts, you can even take the best versions of the Big Idea forward into Market Research testing as part of a concept test. You should also vet them internally with key members of your organization.
Organize everything around the brand’s Big Idea
The Big Idea should guide everything that the consumer touches. You will need to manage the consistent delivery of the Big Idea over five consumer touch-points, including the brand promise, story, innovation, purchase moment and brand experience. This means everyone that works on those, whether management, agencies, customer service, sales, HR and operations all should be looking at the Big Idea as a guiding beacon for decisions.
- Brand Promise: Use the Big Idea to inspire a simple brand promise that separates your brand from competitors, based how it is better, different or cheaper. This helps to inspire the brand positioning.
- Brand Story: Bring your brand story to life to motivate consumers to think, feel or act, while beginning to own a reputation in the mind and hearts of consumers. This helps to focus all the brand communications across all media choices.
- Innovation: Build a fundamentally sound product, while staying at the forefront of trends and technology to help deliver on your brand promise. This helps to steer the product development and R&D teams to stay true to the Big Idea.
- Purchase Moment: The moment of truth as consumers move through the purchase cycle and use channels, messaging, processes to make the final decision. This helps push the sales team and focus how you set up the retail channels to drive towards the sale.
- Consumer Experience: Turn the usage of your product into an experience that becomes a ritual and favorite part of the consumer’s day. The people at the organization deliver the consumer experience. The Big Idea can steer the values and expected behaviors that help frame organizational culture and the operations team.
The Big Idea helps guide every aspect of Brand Management. When you begin to blow this out one step further, you can start to see where everyone in your organization should align and understand how they can deliver the brand’s Big Idea. If you are in finance at Volvo, you should be thinking about how to make safe cars cheaper, if you’re in HR at Starbucks, you should be hiring people that deliver moments and if you’re working at the Genius Bar at Apple, you have to make sure your language choices are simple so that it is easy for consumers to understand. Every sales rep coast to coast should be living the Big Idea. It has to permeate through he organization, reaching everyone who touches the brand.
Here’s how it would look for Gray’s Cookies. This should allow you to run every part of your brand organization.
To read more on Brand Positioning, here is the workshop we take brand leaders through to help make them smarter.
Beloved Brands: Who are we?
At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. 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 use workshop sessions to help your team create a winning brand positioning that separates your brand in the market, write focused brand plans that everyone can follow and we help you find advertising that drives growth for your brand. We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. Our Beloved Brands training center offers 10 training workshops to get your team of brand leaders ready for success in brand management–including strategic and analytical thinking, writing brand plans, positioning statements and creative brief, making decisions on creative advertising and media plans.
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.