In today’s world of branding, brand plays a crucial role in exposing product characteristics to be inimitably beneficial to consumers compared to that of its competitors. Irrespective of what your organization offers, it’s mandatory for you to position your brand first just as unique, meaningful, witnessing the reason as why consumers should buy your brand.
Your Brand Mantra comprises of 3-5 words phrase with which a brand’s promise and essence is effectively communicated to the audience. Quick, simple and easily memorable short statement that lets your customers know who you are and what you have to offer them. It summarizes what your brand is used for, what your customers would experience from using it and what it is expected to do for the customers.
“Brand Mantra is the heart and Soul of a brand”. (Referencing: Strategic Brand Management by Kevin Keller)
A great brand Mantra is being coined by considering three unique elements: Brand’s Emotional Modifier, Brand Descriptive Modifier and Brand’s Function. The combination of the three elements must be able to pass a complete message about the brand.
It’s the spirit of the brand-positioning, it must effectively inform audience about what the brands have for them.
Brand mantra is the subsequent pace of your brand positioning which helps your brand present a consistent image by reinforcing its meaning. This is why it is very difficult for competitors to usurp such brand mantras of well know market leaders.
As brands evolve and expand across categories, marketers have to define a set of core brand association to designate what their brand actually represents. The brand mantra are the powerful device and can be a resonant guide to decide what products to introduce under the brand, what ad campaigns to run, what exactly the brand mean to its consumers and so on.
Great brand mantras can change everything. They define everything a brand is and will ever be. As they are poetry. They are art. They are powerful tools, not just for building brands, but for building organizations. As a result they are incredibly hard to create.
IS BRAND MANTRA A TAGLINE?
According to Scott Bedbury , the term brand mantra was coined during his time at Nike. The Nike brand mantra, Authentic Athletic Performance, is probably the most famous example, and Bedbury discusses it at length in his book A New Brand World. From the book:
“Nike’s brand mantra put a particular emphasis on maintaining authenticity, by which we also meant integrity and purity, front and center…. All products and activities associated with Nike likewise had to be athletic, not leisurely…. Finally, every Nike product had to exude world-class performance and meet the demands of the world’s finest athletes, even though such athletes represented a microscopic piece of Nike’s total business…. “Authentic Athletic Performance” was a simple idea, but like so many simple ideas, its execution and implementation could be complex, not to mention challenging, daunting—and even painful, when it came down to forgoing revenue-generating activities because they violated these accepted core values.” (Referencing “A New Brand World” by Scott Bedbury)
When used in its proper context, a good brand mantra is not simple sloganeering. If you asked most people to name Nike’s brand mantra, they’d probably say “Just do it.”
But “Just do it” is a tagline, not a brand mantra. It is an externally facing manifestation of Authentic Athletic Performance (and a pretty darned good one, I might add). It’s a wonderful example of how great communications can be built on the back of a solidly constructed brand mantra.
A good brand mantra is not simple sloganeering. It is neither an advertising slogan nor a tagline. It’s not just something which the producers can use manifestly.
A tagline is just an external manifestation of the brand while speaking about brand mantra – it’s an influential tool having a profound implication for marketing of a brand, which can guide the company as a touchstone when making difficult decisions.
Here are some of the examples which differentiate between the two:
|Company Name||Brand Mantra||Tagline|
|Nike||Authentic – Athletic – Performance||Just do it|
|Coca Cola||Sharing – Happiness – Tasty||Thanda matlab coca cola|
|BMW||Ultimate – Driving – Machine||The Ultimate Driving Machine|
|Apple||Smart – Technologic – Listen to Music||Think Different|
Brand Mantra Works Best When Made a Resonant DNA of Your Organization
Meanwhile, if the brand mantra is simply used as a building block for campaigns, it is not living up to its true potential. A brand mantra is at its most powerful when it becomes a deeply resonant piece of the DNA of the organization. It can be used to rally an internal or external brand community to action or as a touchstone the organization returns to when making difficult decisions.
A brand mantra is at its most powerful when it becomes a deeply resonant piece of the DNA of the organization. (Referencing: Ad-Free Brand, The: Secrets to Building Successful Brands in a Digital World )
What businesses should you be in? What businesses should you not be in? How should you handle this crisis you’ve gotten yourself into? How do you make this painful choice? The brand mantra can be your guide.
Kevin Keller tells a great story of how Disney (Brand mantra: Fun Family Entertainment) at one point made the choice to get out of an investment business they had entered because, although it was vaguely family-related, it was neither fun nor entertaining.
WHAT MAKES A GREAT BRAND MANTRA?
Brand Mantras are effectual only when they communicate what the brand is and what it is not. Good Brand mantras derive their supremacy only from their collective meaning which clearly indicate how the brand is unique compared to its competitors. (Referencing: Brand Mantra: The Queen of Positioning By Varalakshmi. T.)
Let’s quickly look at the brand mantras for two very successful companies – Nike and Disney.
Nike’s marketers adopted a three-word brand mantra of “authentic athletic performance” to guide their marketing efforts. Thus, in Nike’s eyes, its entire marketing programme – its products and how they are sold – must reflect the key brand values conveyed by the brand mantra.
And consider Disney. After an extensive brand audit, Disney adopted an internal brand mantra of “fun family entertainment” to serve as a screening device for all proposed activities and opportunities, and rigidly adheres to that no matter how appealing financially an opportunity may appear to be.
Brand mantras don’t necessarily have to follow this exact structure, but they should clearly delineate what the brand is supposed to represent and therefore, at least implicitly, what it is not.
How Then Do You Create a Good Brand Mantra For Your Business?
Good Brand mantra is normally composed of following 3 aspects:
|Company Name||Emotional Modifier||Descriptive Modifier||Brand Function|
|Apple||Smart||Technologic||Listen to music|
Let Me Elaborate This Practically With an Instance of “EPOCHEM” Brand:
Let’s Assume I want to Compose a Brand Mantra for a New Brand “EPOCHEM”, as a brand of Industrial Cleaning and Maintenance Chemical Products currently in Nigeria Industrial Market.
I’ll Coin My Brand Mantra For Epochem As “ELEGANT” “FACILITY” “PERFORMANCE”
EMOTIONAL MODIFIER: ELEGANT
Emotional modifier explains how customers will perceive our products with regards to their benefits. It informs them how they would feel from using the products and gives us the edge to connect with such feelings during the brand positioning and marketing.
Elegance: In engineering, a solution may be considered elegant if it uses a non-obvious method to produce a solution which is highly effective and simple. An elegant solution may solve multiple problems at once, especially problems not thought to be inter-related. (Referencing: https://en.wikiped/ia.org/wiki/Elegance)
DESCRIPTIVE MODIFIER: FACILITY
Descriptive modifier shows where it can be used? It tells about final consumption of the products range. It considers who brand’s targets are and what they would use our brand offers for.
e.g Epochem heavy duty degreaser: For automotive equipments, industrial equipments, home cleaning e.g engine bays, undercarriages, industrial equipments etc.
- Something designed, built, installed, etc., to serve a specific function affording a convenience or service: transportation facilities; educational facilities; a new research facility.
- Something that permits the easier performance of an action. (Referencing: http://www.dictionary.com/browse/facility)
BRAND FUNCTION: PERFORMANCE
Brand function describes the major purpose behind the brand existence. The unique service all products in the brand offer to the target which make it stand out.
Performance: The manner in which or the efficiency with which something reacts or fulfills its intended purpose. The accomplishment of a given task measured against preset known standards of accuracy, completeness, cost, and speed. (Referencing: http://www.businessdictionary.com/definition/performance.html)
COINING THEM TOGETHER: Elegant Facility Performance
Epochem solutions facilitates performance in the simplest and most effective manner
|BRAND||Emotional Modifier||Descriptive Modifier||Brand Function|
If brand positioning was a chess game, the brand mantra would be the queen. It is the most powerful piece the marketers have and, when properly placed, can win the game by itself. It is, however, one of the most difficult pieces to get into the action, especially early in the game. ((Referencing: Brand Mantra: The Queen of Positioning By Varalakshmi. T.)
Brand mantras derive their power and usefulness from their collective meaning. Other brands may be strong on one, or perhaps even a few, of the brand associations making up the brand mantra. For the brand mantra to be effective, no other brand should singularly excel on all dimensions.
Brand mantras typically are designed to capture the brand’s points of difference, that is, what is unique about the brand. Other aspects of the brand positioning, especially the brand’s points of parity, may also be important and may need to be reinforced in other ways.
So My Question To You:
What’s your brand mantra? Still confused about what it is and how to write one? Take your time. For a brand positioning, once established, can be extremely difficult to change. And if you have any doubt about the effectiveness or relevance of your brand mantra, invest some time in revisiting it. It is critical in creating powerful brands.