Brand Statement in business
Marty Neumeier, director de Liquid Agency, publicó en el 2007 el libro ZAG The #1 strategy of high-performancre brands.
Marty Neumeier, director de Liquid Agency, publicó en el 2007 el libro ZAG The #1 strategy of high-performancre brands.
Regarding the book “ZAG” Seth Godin, the great marketing guru, reviewed: “Now you know this book has the best title in a generation. This book will help you, a lot.
Anyone who has had the opportunity to read books such as Kellogg on Branding (Wiley) or Brands and Branding (The Economist) knows that branding goes far beyond design, images and videos.
Branding is a total management system for businesses and institutions where the vision, mission and philosophy of the company are integrated with the short, medium and long term objectives to generate initiatives and actions that lead to conquer the market with a higher probability of success.
When a business is approached as brand management, it is doing the right thing, as it is focused on prospects and customers in the marketplace.
The challenge is that, when entering into books such as those mentioned above, it is quite an odyssey to extract practical ideas that integrate, in a harmonious way, all the areas that make up a company around a solid brand.
Marty Neumeier has written two books: The Brand Gap and ZAG, where he explains to the reader what a brand is, how it works and which operators set it in motion.
And one of the tools it makes available is the Brand Statement. It leads to define, in an understandable, everyday way, the unique strategic position that the brand will have in the market.
The Brand Statement is a component that has six elements.
- What
- How
- Who
- Where
- Why
- When
And the best thing is to see it in a practical way, here is the example of the Harley-Davidson brand:
- What: The only manufacturer of motorcycles
- How: Who builds big and noisy motorcycles
- Who: For macho men (and macho wannabees).
- Where: In the United States
- Why: For those who want to join a cowboy gang.
- When: In an era of decreasing personal freedom
Reading it as a paragraph: Harley-Davidson is the only motorcycle manufacturer that builds big, loud motorcycles for macho men and macho wannabees in the United States who want to join a cowboy gang. In an era of diminishing personal freedom.
As is evident, the Harley-Davidson Brand Statement contains the necessary elements to build a strong and unique brand both internally and externally.
Defines:
- The industry and its position in it: It is a builder of motorcycles that are particularly large and noisy.
- To whom it is addressed: To macho man or macho wannabees.
- In what geographic area: The United States.
- What your target customers want: To join a gang of cowboys.
- Current situation: More restricted freedom (remember the post 9/11 restrictions and strong regulations in that country).
Another example: Hooters
- The only restaurant chain
- Who hires overtly sexy waitresses
- For young male clients.
- In the United States
- Those who want to please their libidos.
- In an era of strict manners of behavior.
Over the years, at ADmira we have developed brand statements for dozens of clients, and we have seen how their definition has greatly helped entrepreneurs to clarify their brand, as well as the internal and external actions that consolidate it and allow for greater viability over time.
Ya redactado, parece un ejercicio muy simple, pero en realidad requiere un pensamiento estratégico claro y el tiempo necesario para concretarlo como una expresión breve, comprensible y contundente que logre que, quienes estén a cargo de la marca (que en realidad es la empresa), ejecutar iniciativas que la impulsen y la crezcan en el mercado.
