Also known as “brand essence” and often confused with a strapline, slogan or promise due to its short and snappy nature, however, unlike those marketing tools a brand mantra is used first and foremost as an internal brand alignment tool that uses 3 individual words to state what the brand stands for and strives for in a short, concise and truthful manner.
It’s as a single-focused message that displays the brands differentiation, focus, purpose and customer expectancy.
Eg. Nikes Brand Mantra
– Authentic – Athletic – Performance
What do brand mantras do for businesses?
Most branding disciplines use creative and clever wordplay to become glorified sales tools and whilst a brand mantra is not so different in its composition it does remove non-necessities, jargon and sales pitter patter. In doing so it becomes a precise tool to guide and communicate the brand to its stakeholders. Much like brand values, a brand mantra is a point of reference for the brand to turn to for guidance in decision making.
Once you create a solid brand mantra, you can spread it within your organisation and keep it as a directive to align all actions to it.
Eg. Apples brand Mantra
– Think Different
Do you really need a brand mantra?
Brand Values, Brand Missions & Brand Visions are like Café lattes, Americano Coffees and Cappuccinos. Great tasting, visually appealing and dramatic. A brand mantra is like a shot of Espresso. Small, powerful and the essence of a good strong coffee. It’s the shortest and most concise branding tool you can create and packs a hell of a punch. Whilst brand values and brand missions create purposeful explanations wrapped in thought-provoking language, a brand mantra is an equally creative yet defined statement with simplicity. Anyone can read it and make sense if it.
It’s a good tool to help you illustrate what your organisation does and why.
Doves Mantra
– Real Beauty for real people
How to create your brand mantra?
A brand mantra is one of the final exercises to building a brand. It’s a succinct revelation of all the other brand building blocks in 3 words. To keep it simple, a brand mantra is just that…. A mantra.
Mantra (noun): a word or sound repeated to aid concentration in meditation.
To figure out what your brand mantra should be, figure out your brand first with my help.
McDonalds
– Fun – Family – Food
With my brand strategy session, I provide immersive sector research, a full days consultation and a final brand strategy manual to outline your:
- Brand Values
- Brand Mission
- brand Vision
- Brand Purpose
- Brand position
- Brand Language
- Brand Audience
- Brand Users
I’ll deliver a brand strategy to move your business forward with a communication tool that connect with your customers, regulates your marketing activities and guides your business into its own unique space in the marketplace.
