Businesses which stand out in the marketplace are able to drive new customers as well as start to fundamentally build their brand. This starts from the inside out by developing a consistent brand mantra.
Brand mantra is sometimes referred to as the brand essence while others call it a brand promise. A brand mantra is short (usually between two and five words) and captures the competitive frame of reference, the moments of difference, the aspects of parity in addition to everything else about your brand into a single thought. A brand mantra is to brand positioning exactly what triple distillation is to whiskey. They both remove the impurities, refining as well as simplifying to an essential form.
A brand mantra isn’t an advertising slogan or (alternatively) a tagline. In a lot of cases, it won’t be something that you use publicly at all. Phenomenal mantras have the ability to change everything. They become rallying cries which define everything that a brand is and will ever be. However, because they are part purification process and part poetry they are also incredibly hard to make well.
What Goes Into a Brand Mantra?
A brand mantra is an organisation’s primary positioning in addition to its stake-in-the-ground message. This message is the foundation on which a brand scales, what the business prides itself on, and an indicator of the trajectory of a particular brand. It’s an instrument of self-transformation, in other words an affirmation that we repeat to express and grow the beliefs we hold most dear.
When Is A Brand Mantra At Its Most Powerful?
A brand mantra is at its most influential when it becomes a deeply resonant piece of the DNA of the organisation. It can be utilised in order to rally an internal or external brand community to action. In addition, a brand mantra can be used as a touchstone that the organisation returns to when making difficult decisions.
