The primary use of a brand is to focus attention on a company’s core differentiation and make it memorable. To do that, the brand must be easy to comprehend and illustrate benefits.
We can all probably pull some iconic branding messages, or tag lines, from our memory. But when it comes time to create one for our company, somehow complexity sets in because we feel the audience won’t get it unless we really tell them everything. The result is often an unfocused mishmash of text that might be memorable to the person that wrote it but sadly to no one else.
If you would like to test whether your company’s brand is focused and memorable, hand out sheets of paper to your co-workers tomorrow with one question on it: “What is the primary message we want our target audience to know and remember about our company?”
If you have created a strong brand the answers should be quite similar. However, if you get an unfocused mishmash of confusing verbiage, you will know that your brand isn’t strong, focused and memorable. My guess is that less than 25 percent have strong brands, the rest are unfocused mishmashes.
If you discover that your brand is an unfocused mishmash, I know you will find creating a strong, memorable brand can be a great investment of time and energy with a huge return on that investment. So roll up your sleeves, get a pad of paper, sharpen a couple pencils, and start doodling. Start by asking that one question, “What do we want our target audience to understand and remember about our company?” At this stage just think “concept” not “poetry.”
Ruthlessly reduce that list down to the few best ones and work your magic on translating them into phrases that are clever, memorable, enticing, inspiring and truthful. Start testing them against one another by mentally inserting them into your marketing material to discover the one that best fits you companies culture, customer’s demographic, style, and industry. When you are finished your marketing will be driven, not by a mishmash, but by a focused, memorable, strong brand.