Following is a mission statement from food start-up Smart Mills.
“We exist to positively impact the way food is made, enriching lives and bodies through delicious, convenient foods made from clean nutritious ingredients.”
Mission statements often contain multiple commas and conjunctions; they tend to cast a wide net. As mission statements go, this one is actually modest. It doesn’t try to do too, too much.
Here is a brand strategy claim developed for a cookie start-up:
“Craft cookies, au naturel.”
Almost everything said about Smart Mills could be said about the cookie start-up, but with way fewer words. A powerful brand strategy is indelible. Why is that? Because it’s focused. It is not six things or four things. It’s one big idea. An idea that is a customer care-about and a brand good-at. A brand strategy is comprised of one claim and three proof planks.
The human memory can remember one big idea. And it will believe that idea if proven in an efficient, impactful fashion. So by all means marketers write your mission statements. But when it comes time to selling, blow them up and create the most important selling tool you have at your disposal. A brand strategy.
Tags: a powerful brand strategy is indelible, brand good-at, brand good-ats, Brand Strategy, craft cookies au naturel, Customer care-about, Customer care-abouts, mission statement, mission statements, mission statements versus brand strategies, one claim and three proof planks, smart mills, whats the idea, whatstheidea
September 19, 2017 in Marketing
A couple of years ago I wrote a brand strategy for an accountable care organization. An ACO is a physician group, the rules for which are shaped by the Affordable Care Act. It was an exciting project and one I felt was quite political in nature. The brand strategy captured and celebrated the best of […]
September 18, 2017 in Marketing
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September 15, 2017 in Marketing
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September 12, 2017 in Marketing
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September 11, 2017 in Marketing
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September 8, 2017 in Marketing
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September 6, 2017 in Marketing
Yesterday I went off a bit on Trout and Ries, saying a brand Claim is akin to a brand Position, but the process, pre-idea and post-idea are different. You can plot a position. You can only cultivate a claim. A claim requires care and feeding. Marketing either strengthens or weakens a claim. A position is […]