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.