Presenting brand strategy is always difficult. The lead-up exposition often kills the mood. It often meanders and doesn’t always offer linear route to the presented idea/strategy.
My brand strategy framework is one claim and three proof planks. The claim identifies the brand position and key value. It can be a bit tagline-ish but it’s not the creative. Where the real rubber meets the road though is in what I call the “proof planks.” Each plank provides a listing of scientific proofs supporting the claim — organized by topic. Together, the 3 planks support the claim in a way unique to the brand. The planks — derive from key customer needs and brand good-ats — are contained in a tidy package other brands can’t deliver.
When presenting brand strategy to C-level executives, I always end on a slide about the claim sharing “pros” and “cons.” But recently, I’ve added a new slide asking a question about proof plank ROI.
It goes something like this,
“Is a customer more likely to buy from us if (insert proof plank.)”
If the answer is anything but a definitive “Yes” it needs a rethink.
Brand strategy is often very often about the feels. The emotions. The cute turn of a phase. Yet, without a solid grounding in the economics of success, we might as well be selling ads. (And often are.)
Peace.
