As a consumer-centric Marketer, I believe that everything has to start and end with the consumer in mind. Another way to phrase that is there is only one source of revenue: the consumer. At the core of any brand is consistency. If we go back over a hundred years ago, in a much simpler shopping experience, brands came about as a stamp that helped to separate itself from the basic commodity. Before there was Kellogg’s, you could still get cereal but from week to week or from store to store, there was no consistency. With Kellogg’s entry, it really was a statement that leaves consumers knowing that “you can expect these to always be the same”. Those early brands such as Ivory, Kellogg’s or Nestle signaled an expected consistency for the consumer.
Consumers first connect with a brand’s Big Idea, which should be an outer reflection of the Brand Soul. The role of the Big Idea is to help simplify brand messages that makes it easily understood and remembered. 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. The brand’s Big Idea helps to tell project consistency over the first 7 seconds as they notice, the 60 seconds they need to test the idea, the 30 minutes of time they may use to make a decision on buying and over the lifetime of the brand as they experience the brand. To read more on creating a Big Idea for your brand, click on this hyperlink:
As we map out how consumers buy and experience brands, we have created 5 main consumer touch-points that will impact their decisions on whether to engage, buy, experience and become a fan. Our five consumer touch-points we use are:
- Brand Promise: Brands need to create a simple brand promise that separates your brand from competitors, based on being better, different or cheaper.
- Brand Story: Use your brand story to motivate consumers to think, feel or act, while beginning to own a reputation in the mind and hearts of consumers.
- Innovation: Fundamentally sound product, staying at the forefront of trends and using technology to deliver on your brand promise.
- Purchase Moment: The moment of truth as consumers move through the purchase cycle and use channels, messaging, processes to make the final decision.
- Brand Experience: Turn the usage of your product into an experience that becomes a ritual and favorite part of their day.
To ensure a consistency in how consumers view your brand, whether that is the first touch-point or the most recent, all 5 touch-points should be aligned under the brand’s Big Idea.
As we start mapping the idea to the five consumer touch-points, we can build the organization around the Big Idea, impacting your brand’s positioning, communication, product development, selling, the operations and the culture that back the organization. With our fictional brand “Gray’s Cookies”, we can see below our Brand Idea Map that takes Gray’s Big Idea of “the best tasting yet guilt-free pleasure” and shows how that works across all 5 of the consumer touch-points.
Taking this one step further, the Big Idea should drive every part of your organization. It is my view that R&D, Finance, Planning, Marketing Communication, Sales should all be looking to the Big Idea for guidance. While the Brand Vision is what you want to achieve, the Big Idea is what you want to project.
I was working with a client on the brand positioning and the development of a Big Idea, and the Ad Agency at the table said “let’s take this to our Creative Director and see how well it would execute in the market”. And I said “Sure, but we should also take it to the head of HR, R&D and Sales to see what they think of it”. More and more of the world’s best brands are starting to understand that brand is equally an external and internal story. The best brands are moving from just selling product under their brands to creating experiences that go far beyond the product. Are people only going to Starbucks because of the coffee? Starbucks now goes far beyond coffee. In fact, we see Starbucks as providing a personal moment of escape from a hectic life, between work and home. It’s just as much about the conversation with the barista, the nice leather chairs and the people I might meet as it as about the coffee.
When it comes time to the Marketing Execution, the Big Idea should guide everything you do, whether that is paid media with advertising, earned media through public relations, social media through Facebook, Twitter or conversations, search media, your home page where you might share information, influence or close the sale, experiential Marketing that brings the brand experience to life and the purchase media that helps manage the consumer towards the purchase moment.
A brand finds equilibrium when the BRAND SOUL, BIG IDEA and REPUTATION are all the same.
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.