one claim three proof planks

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Hit Your Proofs.

Here’s the deal on social media and branding. If you have a brand strategy you need to prove it in social media. Every day. Random posts diminish your brand.  The brand strategy framework at What’s The Idea? is one claim, three proof planks. If you are posting with pictures on Instagram, you need to be hitting your proofs. If you are creating some sort of engagement post on Facebook, hit your proofs. Sharing news on Twitter? Yep, tap those proofs.  Pinning a crafty thing?  You get the idea.

Every day I look at companies and brands who are active in social media and can’t figure out what there are trying to do strategically — other than put more social flotsam into the ether. And please, please don’t think this claim and proof array approach is limiting, It’s not. It’s freeing. It’s less random.  Your goal is to put deposits in the brand value bank, not confuse your buying and prospect publics.

Find your brand strategy, then live it every day. Your custies will thank you.

Peace.

 

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In a story from The New York Times this morning about the toll the chaotic Trump administration is having on senior staff, the reporter wrote “With an erratic boss and little in the way of a coherent legislative agenda, they are consumed by infighting, fears of their legal exposure and an ambient sense that the White House is spinning out of control.”

People, president and politics aside, let’s look at the central theme of the quote. No coherent legislative agenda.  Good governments require coherence in their agendas.  So do brands. When a brand has a coherent agenda, marketing and business become easier. Chaos in not an organizing principle.  Brands without coherence are brands without growing customer bases.  (Imagine if the product was inconsistent. Imagine if the logo changed monthly. Imagine if retail was spotty.  Incoherence.)

No matter the company or category, articulating a brand strategy (one claim, three brand planks) is critical to coherence. Now, back to your regularly scheduled news program.

Peace.

 

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I was reading a recipe this weekend for chick pea chili (don’t judge) and decided right off the bat I’d never make it. Not for the chick peas, not for the drive to the grocery store(s), but for the over complication of ingredients.  I favor minimalism in my cooking. It’s easier to taste a few ingredients. (Google “Fruit Cocktail Effect.”)

My framework for brand strategy reflects this sensibility: One claim, three proof planks.  That’s how you build a brand. One and three.

Getting to one and three isn’t easy though. Trust me. You have to go through hundreds of ingredients to get to the one claim and three planks. When looking for brand good-ats and customer care-abouts, you’ll find many. But when forming brand strategy, don’t just look at the most common ingredients or the most abundant; this job is all about finesse.

For you tyro brand planners out there, use your palette when considering all the ingredients, but use your heart and brain when selecting the true flavors.

Peace.   

 

 

 

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Brand planners at agencies have two jobs. One job is to assist with new business strategy where they mine insights that make it easier for consumers to like, want and buy a brand.  The other type of brand planner runs day-to-day tactical business. These are the day-planners.  

Once the master strategy is in place, it is the day-planners job to facilitate creation of marketing stuff. Day-planners crunch data, write briefs and ultimately foster the creative work that carries the revenue metrics. The day planner’s first job should be to support the master brand strategy. They are, however, often more beholden to the tactical or slave strategy (than the master).

What’s The Idea?, focuses mostly on the master brand strategies.  The master strategy is born of an array of proofs. Some might call them truths. I think proof is more accurate. If you make a singular brand claim, what proof have you to make consumers believe it?  In master strategy planning, when enough proofs are identified during discovery they begin to take shape. That shape reverse engineers a claim. That’s master brand strategy (one claim, three proof planks).

With the claim and proof array intact day-planners are looking creating “new proof” or repackaged old proofs to spark the creative work. Both types of planning jobs are important. But without a good master the slave strategy will have no legs.

Peace.

 

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I was reading about the NY Public Library yesterday and its Beaux Arts design, which led me to look up Beaux Arts (pronounced Boh-Zahr) in Wikipedia. Love Wikipedia. The Parisian Beaux Arts school was big in the late 1800s lasting until the first quarter of the 1900s in the U.S. As architecture goes this stuff blows away today’s glass and steel.  As I read I wondered why the word is so often used in brand strategy.

Brand Architecture, me thinks, borrows too much from its building architecture paternity. In building architectural classifications are a somewhat open set of guidelines and schemes and materials.  In brand planner, practitioners also have guidelines and tools. Many individualized.  

I work in master brand planning, the one that drives subsequent briefs and tactics so I like to stay away from this interpretive guideline thing. I like to be extremely explicit. Brand Strategy in my practice is one claim, three proof planks.  The marketing and comms are either on claim or they are not. It support a proof planks or it does not. Brand strategy is either open or closed. No room for interpretation. No schools. No architecture within which to operate. Is and 0s. On or off.  

This marketing environment is not limited. It does not lack for creativity. All buildings do not look the same. They are just built to last. Flourishes yes. Ephemera no.

Peace.

 

 

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So I don’t know if you follow Michael Rapaport on Twitter but the actor turned social commentator has used social media to quickly establish his brand. Marketers and brand managers can learn from him. (Save for the F-bomb every six words.) Actors are like tofu. They’re as good as their craft and roles. Mr. Rappaport is best as an actor when doing irascible characters; but because he’s an actor, you expect he can do milk toast if need be. It’s all acting after all.

On Twitter he Real. The real Michael Rapaport, albeit with a fun gangsta flourish.  

I tell clients different social channels are for different things. Facebook’s for friends. LinkedIn’s for work. Instagram for one’s artistic self. And Twitter for the full-on personality. Well Mr. Rapaport uses Twitter right. It has quickly defined him for me. In a week or two.

His Twitter pic is an image of Charles Oakley sporting a crown.  He tweets about St. John’s basketball. He rants in his car about Trump and he hates haters with the best or them. He defends where defense is needed. And he’s funnier than shit.

I learned more about Michael Rapaport in 10 minutes on Twitter than I would in years of watching Access Hollywood or reading journalist magazine accounts.

Brands can establish their personality on Twitter. Fast. They just have to dedicate time and work their brand strategy (one claim, three proof planks,)

Peace.

 

 

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I am loath to admit it, but What’s The Idea? is a small batch brand strategy consultancy.  The market has been conditioned to think a large corporate brand strategy has to cost $100,000; add another $150k for naming and logo design. Most of my clients don’t have that kind of money. My clients tend to be small and mid-size or start-ups.

My framework for brand strategy – one claim, three proof planks – is tight and enduring.  But for some larger businesses, helmed by multivariate MBAs, it may seem overly simplistic.  And inexpensive. Simplicity is its beauty, frankly.

In small batches, with only 40 or 80 hours invested in research and planning, the process has to be relatively simple.  The information gathering metaphor I use is the stock pot. My cognitive approach, the “boil down.”  When you work in small batches, you self-limit your ingredients. You know what not to heap into the pot.

I’ve done small batch brand strategy for crazy-complicated business lines. A global top 5 consulting company with a health and security practice and a preeminent hacker group who helps the government keep us safe. Small batches both.

Try the small batch approach. As Ben Benson used to say, you are going to like it.

Peace.  

 

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I play Google like a Stradivarius. But it helps top blog a lot. Actually blogging is foundational to how I play my violin.  I was reading Thomas Friedman today and in his Op-Ed column he suggested readers Google “power drills to the head and Shiite militias in Iraq.”  Please don’t, I‘m just making point.  Mr. Friedman knows how one can direct people about the web by simply offering key words or key phrases. I’ve been doing the key phrase thing for years. And key wording them in my daily blog for years.  In many cases, in the branding world, they have become memes.

It’s heaving lifting and takes commitment. It’s also cleaner than white or black hat SEO manipulation. When I direct people to my definition of branding as “An organizing principle for product experience and messaging” they find me.  When I tell prospects to Google “social media guardrails” they find me. “One claim three proof planks” is indexed by Google straight to me.

Are you hearing that violin? Back pat, back pat.

Peace.

 

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If asked to provide one word that defines my business practice – one word that drives my philosophy of brand planning it would have to be “proof.”

Proof is the most tangible of marketing words. And the most tangible building block in brand strategy.

Proof trumps subjective opinion. It overrides marketing insouciance. It answers that age-old creative brief question “What is the reason to believe?”.  Teach a man to prove and you build a brand for a lifetime. In brand strategy, of course, you need to organize your proof;  into no more than three proof planks. Random proof becomes a grade school science fair.

The best framework for brand strategy is one claim and three proof planks. Get the claim right then make the proof fit like a glove.

Here’s an exercise: Spend time studying your marketing materials. See if you can discern the proof from the blather. From the self-interest babble. Underline or highlight the proof. See what you’ve got. Does it focus you?

Peace.

 

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I’ve met some unusually powerful brand advocates over the years. And some not so much. Both are approvers and deniers of advertising and messaging.  One advocate, a telephone company president, killed a Wall Street Journal ad containing a visual of 10 adorable puppies because “Our customers aren’t dogs.” The bad ones approve or deny ads because they like or dislike them. When a client breaks out the like-ometer, the agency is in trouble.  

And then there are clients who kills or approve and ad because they supports generic business or messaging goals such as it generates leads, get more “likes,” or offers ad memorability.  This is better but still poor brand craft.

When a product or service has an active and strong brand strategy, all the yeses and noes are grounded. They’re all strategic. A brand strategy (one claim, three proof planks) gives form and reason to advertising. I’ve never felt bad losing an ad when the brand strategy card was played. Ever.

Brand strategy makes ad craft and brand craft scientific.

Peace.          

 

 

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