Think Different.
Just Do It.
Because you’re worth it.
Each of these slogans are just as brilliant now as they were when they first arrived on the scene. One of the many reasons they have stood the test of time is because they are aspirational, but still relevant to each and every one of us. Each one is asking us to be a better version of ourselves, and then supplying the product to help us get there.
For those of us that aren’t Apple or Nike (most of us), we should do a gut check now and then to see how we’re articulating our brand in the market through copy, campaign slogans, taglines or even packaging. Here are a few things to consider, with real world examples. Not from the big time, Just-Do-It kind of brands, but from some we rub elbows with every day.
Be relevant.
Just as your products should be appropriate for your audience, so should your messaging be relevant. Your core value to your customers should be at the heart of every articulation of your brand; and going sideways from this is a missed opportunity.
For example, lately I’ve been noticing the messaging on grocery bags. I’ve got two grocery stores near me: Lucky and Safeway. Safeway’s bag reads, “Serving NorCal since 1926.” Not terribly inspired, but…it engenders trust; establishes its legacy in the community. I buy it. But Lucky’s bag reads, “Eat Awesomely.” First, it’s grammatically incorrect and a little kitschy. But more importantly, it’s a missed opportunity for Lucky to remind customers directly of the real value they bring to the neighborhood. How about messaging their awesome deals on everyday products; or that they’ve been serving Northern California since 1935? What about celebrating their excellent, friendly customer service?
Find your place on the spectrum.
No, not that spectrum. The spectrum that goes from Functionality—on the one end—to Aspirational on the other. Most brands have both qualities. In fact, even the most functional product offerings have a higher-order benefit that moves the needle towards aspirational. To wit, great trash bags deliver peace of mind. “Don’t get mad, get Glad.” Find your sweet spot, and speak to it like Glad did about their trash bags. They nailed it. They aren’t promising you’ll be a star athlete by using their trash bags. They are making a relevant, reasonable promise that you won’t get frustrated using their trash bags. A promise they can deliver on. What’s yours?
Don’t overreach.
I know. I just said that every product offering—even trash bags—have a higher order benefit. But make sure you don’t turn your higher-order benefit into something so lofty that you do the (cue scary music and booming voice) Brand Overreach. Here’s an example. Think about Dollar Shave Club and Madison Reed. Both are subscription-based selfcare products. Both brands deliver high-quality, low-cost solutions; both brands disrupted their industries to make mundane, somewhat unglamorous maintenance (whether it’s shaving or covering grey roots) infinitely more convenient (do it at home, on your own schedule, when you can also vacuum) and consistent (it comes to you, so you don’t have to remember to make an appointment, or go out at 9:30 at night to buy it at the drug store because you’re leaving at 6:00 am the next morning for a business trip). For these brands, it’s all about the box that your monthly delivery arrives in, carrying messaging, slogans and purchase affirmations. One of these brands does a great job of delivering on the higher-order benefit. The other one, in my opinion, overreaches.
Live Life Brilliantly. (outer box)
Hello Beautiful. (inside box)
Madison Reed
—OR—
Shave Time, Shave Money. (outer box)
“I like shaving with a dull razor” —No one, ever. (inside box)
Dollar Shave Club
Guess which one overreaches. No, seriously. Have fun with it. Then put your brand to the test to make sure your messaging is authentic, balanced and aspirational without overreaching.
Need help defining your brand message? Give me a shout at micheled@jschmid.com
Tags: brand marketing, Brand Message, brand messaging, branding, customers, Michele Drohan