I’ve been doing some soul searching about the brand strategy of my own company. Having created scores and scores of brand strategies for clients, it seems odd I’ve never done one for What’s The Idea? Cobbler’s children anyone?
One key weakness I have uncovered is that few companies have actually enculturated the claim and proof model into their business. They may have adopted the claim as their tagline. Or complimented how everything was boiled down into a easy to understand framework. But often their thorough adoption of the strategy into all aspects of business has been lacking. (Could it be the result of decades of brand strategies being designed only to feed the next ad campaign?)
I’m going to address this weakness by initiating a new proof plank for my company and call it “Kinetic Adherence.”
Kinetic adherence is what it sounds like – fearless, active adherence to the brand claim. (Stay tuned for the full What’s The Idea? brand claim and proof array in a future post.) Adherence means the claim and proof will show up in advertising, brand extensions, hiring, customer care, retail design, packaging. Even how an employee answers the phone. It’s branding by action. Not words.
Kinetic Adoption allows for measurement. It allows for incentivizing. It can even tie into employee promotions.
This is medicine for all brand planners. Feel free to use it at your own business.
Peace.
