Shot #26: What's your Brand Mantra?

October 27, 2020

A BRAND MANTRA is a 3-4 word description of the core brand promise. It acts as a guide for the company to decide on what to sell and how to sell it.

Consider NIKE. Its brand mantra is “authentic athletic performance”. These 3 words guide their marketing initiatives which is very evident in their product design, its sponsorship of top athletes and its brand communication. Opportunities that are not consistent with these 3 words are rejected. No matter how appealing the opportunity would look.

Designing a brand mantra:

A good brand mantra should ideally do 3 things:

  1. Communicate- It should clarify what is unique about your brand and set boundaries for your brand

  2. Simplify- It should be short, simple and crisp

  3. Inspire- It should be personally meaningful and relevant to as many employees as possible

What’s your brand mantra?

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