My brand briefs are filled with heart-warming, heart wrenching twists of a phrase. They are meant to engage the Amygdala. Trust me, they work when it comes to selling brand strategy (one claim, three proof planks.) But unless you are Bob Dylan no consumer is going to remember your poetic brand claim and proof array. They may remember a song from an ad. They may remember a tagline plastered everywhere locked up with your logo. But for lasting impact and indelible brand strategy, choose deeds over words. Deeds and evidence.
The New York Yankees are a premier sports franchise because of their 27 world championships. Memorial Sloan Kettering Cancer Center is “the best cancer care anywhere” (words) because its physicians have more experience treating cancer (deeds).
When companies bring their brands to me for help positioning, I look for deeds, evidence and proof. That’s the ore that precedes the jewelry.