craft cookies au naturel

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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.

Peace.

 

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Brand strategists are often defined by the quality of their insights. Over the years I’ve found that insights can be either supply side (what a brand does well) or demand side (what customers want most). Planners tend to work mostly in the latter space. I preach working in the middle. At the nexus. Where supply and demand come together.

For ZDNet  “For Doers, Not Browsers” was the brand strategy. It sat up there on the supply and demand fence.

For Teq, an educational development company, “Illuminating Learning” spoke to buyers and seller. At their cores.

For Sweet Loren’s Cookies “Craft Cookies Au Naturel” defined the product and consumer benefit in 4 words.

These brand strategies may sound like taglines but they aren’t; they are organizing principles. Each supported by 3 proof planks that give depth and direction to the ongoing narrative.

Brand briefs differ from creative briefs in their output. The output must hit both supply side and demand side insights. Turning communications and experiences into selling freaking machines.

Peace it up.

 

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