Over coffee, a colleague was sharing a story of a recent marketing experience. A recent campaign failed, and everyone was licking their wounds wondering what went wrong.
I asked for their word.
Jonathan didn’t know what I meant.
What word is the center of the core of your brand essence?
Authentic. We are an authentic company, with a passion for being real, not something we aren’t.
As we looked at his marketing campaign that consisted of a series of ads, he realized that his ads were almost the opposite of his word. In fact, when he considered his “word,” the problem became clear. Their new campaign was fashionable and on trend with what others were doing in their industry. The problem, however, it wasn’t who they aspire to become.
Brand Essence
Most brands have one word that defines the core of what you stand for, who you are and what you promise. It is a word that should be used to filter every activity.
A relaxed brand acts a very specific way and every touchpoint with customers should be chill, easy going and flexible in action. The brand is jeans not a suit. It is an untucked shirt, not a formal look. Every touch needs the look, feel and smell of relaxed.
If you are a rebellious brand filled with irreverence, you better live that in everything you do from your t-shirts to your website to your events. Every touch is imbued with an anti-establishment tone. Your word is the playing field where you can take your brand out to exercise her muscles. In my corporate days working on Slim Jim, our motto was all about rebellious teenagers. Everything you do must marinate in both fat and rebellious attitudes.
If everyone in the company doesn’t know your word, your messaging will be all over the place. If your attitude changes and shifts, your customers will be confused.
Aren’t you the reliable guys I can depend on? Suddenly you are telling me you are the adventurous guys —I’m confused?
Communications about brands are effective when you repeat your message over and over again. Every tactic is filtered by your word.
Haagen Dazs is about artisan ice cream where Ben & Jerry’s is about social responsibility.
Coke is about happy, and Harley is about freedom.
What is your brand’s word?
My word is all about listening. Call me and I’ll listen why you talk. 919 720 0995 or email me at jeffslater@themarketingsage.com – set up a call on my calendar.
Photo by Krista McPhee on Unsplash
