Mining consumer insights and understanding human behavior are the key tools of the brand planner. It’s our day job. How we mine varies from planner to planner. The secret sauce and what we get paid for, though, is using those insights and behaviors to position a product in a way that increases sales conviction among consumers.
In my case, positioning is laid out as a single brand claim, supported by three proof planks. That’s my methodology.
Knowing which insights to develop into a claim and proof array is the money maker. Most purchasers of brand strategy are looking for a strategic and maybe creative spark to ignite consumer sales conviction. A pithy line perhaps. A magnetic logo visual. A campaign idea. Or a disruptive retail approach. Metaphorically, many sell the dressing on the salad or the icing on the cake. I sell the base idea. And the supporting science for the idea (the planks).
There’s a saying at What’s The Idea?, “Campaigns come and go, a powerful brand idea is indelible.” And that idea is simply conveyed in words. It’s the result of a boil-down of insights and behaviors stated in a clear but hopefully poetic way. Steak not sizzle. For examples please write Steve at WhatsTheIdea.