I have a strong belief about branding.
If you can’t define your brand in five words or less, you really don’t understand what your brand means to consumers. Think about it:
Target = cheap chic.
Starbucks = the coffee experience.
BMW = the ultimate driving machine.
What does your brand equal?
Anyone can give a big long pitch to describe what their brand is and does. But in today’s world of the 140-character Tweet and non-stop promotional content, consumers don’t have a lot of time for (nor do they want much) explanation.
That’s why it’s essential to strip away all the adjectives and product benefits and technical jargon to get to the heart of what your brand is really about: your single, most important value proposition.
It’s an essential exercise, and an extremely valuable one. Simplicity sells. The world is complicated enough.
Need help getting your brand proposition down to five words or less? I'd love to help.
Photo: Creative Commons (Martin Fisch)
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