SHOW NOTES Episode 11. Season 5.
Episode 12. Brand engagement line
Show Objectives - The Why
In this season, we are building your Brand Pyramid.
A brand pyramid is a framework that answers most of the fundamental questions in a diagram that can be easily shared and communicated across an organisation.
Far from a trivial exercise, developing a brand pyramid forces consensus among senior management with regards to what the company wants to be, who it serves, why, how it should make customers feel and what the company’s core values are.
It also clarifies brand fundamentals and sets the strategic foundation.
In short, a brand pyramid keeps everyone rowing in the same direction.
Each week, we discuss the layers of the pyramid, what it’s objective is and give helpful tips on how to develop it.
The brand pyramid consists of:
This week, we discuss the next step… Engagement line or brand statement
When putting this show together, I blended my 17 years’ experience with that of others I admire to give you the best advice possible.
About the engagement line.
The engagement line in your brand pyramid it the elevator pitch. It’s the 30 seconds max you have to tell someone enough to make them want to know more.
They should be interesting, memorable, and succinct. They also need to explain what makes you – or your organization, product, or idea – unique.
It shrinks all your thoughts about your business mission, values, promise, and character into a concise statement that defines what you do, how you differ from all other similar solutions, and what you pledge to consistently deliver.
The brand statement you develop serves as the steering wheel for your branding strategy. It influences every turn you make in presenting your brand — from giving it a name and logo to producing ads and marketing materials to creating the experience that customers will encounter when they come into contact with your brand from any direction.
As you write your brand statement, be sure that it reflects the following information:
The anatomy of a brand statement.
Your brand identity is the face of your brand. It includes your name, logo, tagline or motto, advertising, marketing materials, signage, and every other way that you express your brand in your business and in your marketplace.
Your brand statement guides your brand identity. It describes the people your brand must relate to, the attributes it must highlight, and the promise and character it must convey. To write a brand statement that guides your branding strategy, use this format:
[Your name] promises [your target market] that they can count on us for [your unique attribute or benefit] delivered with [information about the character, voice, and mood you convey].
Grade your statement
Before accepting your brand statement as the one that will guide your branding strategy, see if you can answer “yes” to these three questions:
Put your brand statement to the test
After you commit to your brand statement, test it internally within your business and with key customer or prospective customer groups.
In personal meetings and focus-group sessions, confirm that the brand statement you’ve crafted resonates with your target market audience by learning the answers to these questions:
Is the promise you make consistent with the beliefs people currently hold about you? Or if you’re branding a new business or product, is the promise one in which you realistically believe you can develop trust?
Is the promise one you can live up to through every form of marketplace encounter?
Is the promise easy to understand? If one customer were to explain it to another, do you believe they would be able to express it clearly?
Are the unique attributes or benefits highlighted in your brand statement truly meaningful to customers?
Is the character that you’ve summarized in your brand statement consistent with the character that others believe you exude?
If you uncover slight differences between the promise, benefits, and character defined in your brand identity statement and the attributes others believe to be true about your business, are you clear about what adjustments would align the two mind-sets?
Written by - Richard Miller – Brand Director, Crisp & Co.
Innovation, creative content and strategic communication specialist.
Richard started his first business at the age of 14 and has thrived on creating and building entrepreneurial opportunities ever since.
He began his advertising career as Agency Sales Executive for TV network Channel 10 in 2006.
Experienced in both media sales and buying, Richard was responsible for multi-million-dollar media accounts as National Media Manager for Iceberg Media before co-founding Crisp & Co. in 2009 (formally Crisp Advertising).
Taking a pragmatic and results focused return on investment approach has established Crisp & Co. as the go to creative and communications agency for local and national businesses seeking expertise in business insight, creative content and strategic communication.
With a lifetime of experience operating small to medium businesses and working closely with both local and national brands, Richard is well positioned to take a holistic view of a full marketing and sales plan with a keenly trained eye on creative concepts and communication strategy.
Along with wife and work colleague Siobhan Miller, Richard also co-hosts the podcast series Mad Man & The Hospitalian; interviewing highly successful professionals from business, marketing and hospitality backgrounds around Australia, discussing the highs and lows of their careers and asking the ultimate question; ‘what is your definition of a fruitful life?’.
Find out more about Crisp & Co. here www.crispand.co and listen to Mad Man & The Hopitalian wherever you get your podcasts. Connect with Richard on LinkedIn
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