Selling brand strategy is not easy. First, you have to explain what brand strategy is – “an organizing principle for product, experience and messaging.” Then you have to share the organizing principle, because without a framework an organizing principle is just a concept. “One claim and three proof planks” is the What’s The Idea? framework. What’s a claim? That’s easy. But proof planks? That needs a little ‘splainin’.
So let’s say you get a marketer to understand the organizing principle of claim and proof planks, now what? Well, you have to convey that the companies most in need of these services are those chaos. And who wants to admit to that? And if not in chaos, at least companies that are disorganized. Same problem. Few will admit to it.
What marketers will admit to is wanting to make more money. They will admit to some inefficiency and perhaps agree they need to identify more customers. But chaos and disorganization? Not too likely.
One of my biggest challenges is showing companies how they present themselves to the world. How they are perceived by the unknowing public. And in doing so to make sure the findings are not accusatory. To that end, I’m working on a free test for business and brand clarity. I call it Brand Strategy Tarot Cards. If you’d like to participate in the test please write me at Steve@WhatsTheIdea.com