There are too many brands out there where the external message does not match up to the internal message. Many still believe that brand management is just advertising and promotion–the external delivery of the brand message. The smartest brands understand the brand idea should inspire everyone who works behind the scenes of the brand to deliver greatness on the brand’s behalf.
How to find your brand idea
Step 1: Keywords brainstorm for each of the five areas
With a cross-functional team working on the brand, start off with a brainstorm of keywords for each of the five areas around the brand idea. Expose the team to the work you have done on the brand positioning statement, including details on the target profile, consumer benefits ladder work, and the consumer benefits sort. Ask participants to bring their knowledge, wisdom, and opinions from where they sit within the organization. The first step is generating 15-20 words that describe each of the five areas.
Step 2: Turn keywords into key phrases for each of the five areas
Next, get the team to vote to narrow down the list to the best 3-5 words for each section. You will begin to see certain themes and keywords. Take those selected words and build phrases to summarize each section.
Step 3: Summarize it all to create a brand idea
Once you have phrases for all five areas, the team should feel inspired to use their creative energy to come up with the brand idea. Find a summary statement that captures everything around the circle. Try to get a few different options for the brand idea you can test with both consumers and employees.
The brand idea should steer everyone who works behind the scenes of the brand.
Brand leaders must manage the consistent delivery of the brand idea over every consumer touchpoint. Whether people are in management, customer service, sales, HR, operations, or an outside agency, everyone should be looking to the brand idea to guide and focus their decisions.
With old-school marketing, the brand would advertise on TV to drive awareness and interest, use bright, bold packaging in store with reinforced messages to close the sale. If the product satisfied consumers’ needs, they would repeat and build the brand into their day-to-day routines.
Today’s market is a cluttered mess. The consumer is bombarded with brand messages all day, and inundated with more information from influencers, friends, experts, critics, and competitors. While the internet makes shopping easier, consumers must now filter out tons of information daily. Moreover, the consumer’s shopping patterns have gone from a simple, linear purchase pattern into complex, cluttered chaos.
Five main touchpoints reach consumers, including the brand promise, brand story, innovation, purchase moment, and consumer experience. Regardless of the order, they reach the consumer; if the brand does not deliver a consistent message, the consumer will be confused and likely shut out that brand. While brands cannot control what order each touchpoint reaches the consumer, they can undoubtedly align each of those touchpoints under the brand idea.
How the brand idea stretches across the five consumer touchpoints
- Brand promise: Use the brand idea to inspire a simple brand promise that separates your brand from competitors, and projects your brand as better, different, or cheaper, based on your brand positioning.
- Brand story: The brand story must come to life to motivate consumers to think, feel, or act. It must establish the ideal brand reputation to be held in the minds and hearts of the consumer. The brand 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. Steer the product development teams to ensure they remain true to the brand idea.
- Purchase moment: The brand idea must move consumers along the purchase journey to the final purchase decision. The brand idea helps steer the sales team and sets up retail channels to close the sale.
- Consumer experience: Turn the usage into a consumer experience that becomes a ritual and favorite part of the consumer’s day. The brand idea guides the culture of everyone behind the brand to deliver the experience.
Here’s an example of the brand idea map for Gray’s Cookies
Marketing your brand to employees inside your own company
The best brands consistently deliver. When you build your brand idea, I recommend you use a cross-functional team, including salespeople, R&D, human resources, finance, and operations. Their participation is one way to gain their buy-in. But that’s not where it stops.
Use your internal brand communications tools to drive a shared definition of the brand idea. Get everyone to articulate how their role delivers that brand idea. Give the external and internal brand story equal importance to the consumer experience you create for your brand.
Everyone who works on the brand should use the brand idea as inspiration, and to guide decisions and activities across every function of your organization. It is the people within the brand organization who will deliver the brand idea to the consumer. Everyone needs a common understanding of and talking points for the brand.
When you work on a brand that leads to the customer experience, your operations people will be responsible for the face-to-face delivery of your brand to the consumer. Develop a list of service values, behaviors, and processes to deliver the brand idea throughout your organization.
Using your brand idea to build a brand credo document to drive the internal brand
Having spent time at Johnson & Johnson, I was lucky to see how their credo document has become an essential part of the culture of the organization. Not only does it permeate throughout the company but you will also likely hear it quoted in meetings on a daily basis. It is a beautifully written document and ahead of its time.
You should have all the material you need to create a brand credo document.
- Start with your brand idea and turn it into an inspiring promise statement, which explains to your people how they can positively impact your customers.
- Use your brand’s core point of difference to outline the expectations of how everyone can support and deliver the point of difference. A great exercise is to get every department to articulate their role in delivering the brand idea.
- Connect with your people by tapping into the personal motivation for what they can do to support your brand purpose, brand values, and core beliefs. Make it very personal.
To learn more about this type of thinking, you should explore my new book, Beloved Brands.
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.
You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.
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Beloved Brands: Who are we?
At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.
The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.
We help brands find growth
We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.
We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.
To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching
We make Brand Leaders smarter
We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.
To learn more about our training programs, click on this link: Beloved Brands Training
If you need our help, email me at email@example.com or call me at 416 885 3911