For many in the brand space, obfuscation seems to be the currency of the day. People talk about brand personality, mission statements, style manuals, the business problem, key thought, brand architecture… How many stars are in the sky?
Not me. I am a brand explainer. Brand strategy needs a definition and it needs a framework. My definition of brand strategy is “an organizing principle for product, experience and messaging.” An organizing principle. Hard stop.
As for framework, What’s The Idea? as the name suggests, focused first on a single idea or claim. Something that captures and boils down all the many customer care-abouts and brand good-ats that can be articulated. This is where the big bucks lie. E Pluribus Unum. Then to create belief and logic and a scientific understanding of the claim we need proof. For the purpose of branding we use three proof planks. Organized clusters that prove the claim. People are convinced by proof.
With a definition and framework the work can begin. Work done by agencies with hands untethered. Work done by company executives, with dashboards in hand. By consumers who have a lot more to think about than a sky full of products.