Disney: fun family entertainment
Starbucks: rewarding everyday moments
3. Brand promise
With a brand promise, you tell target groups what the (distinctive) benefit is of every interaction with or purchase of your brand. It is not necessarily your slogan or tagline, but it should give internal and external direction to your brand.
Some brand promise examples :
Albert Heijn: promises to make the everyday affordable and the extraordinary accessible to customers.
Ikea: promises affordable solutions for better and comfortable living.
4. Mission / the why
Your mission statement represents that all-important why of your brand. It is the reason why the brand exists and concretizes what it wants to do for 'the world' (target groups).
Sub-questions are (and yes, some overlap is unavoidable):
Who is my target audience?
Why should they choose my brand to solve this problem instead of something or someone else?
Want to know more about how to get to the why? Here it is again: Simon Sinek's TEDTalk .
Extra ingredient: your brand archetype(s)
To structure your brand personality even taiwan telegram data faster and increase the chance of making emotional connections with your target group, you can make excellent use of archetypes .
Carl Jung quote on powerful ideas.
What exactly is a fire archetype?
Archetypes are recognizable 'human' characters or identities. They connect to universally occurring, instinctive needs and emotions in people. These needs and emotions are locked in the subconscious of people and ensure that they automatically experience something as familiar or feel attracted to something. In short: the wonderful ways of psychology. Brand archetypes represent intentions, motives, for certain values. And therefore also your brand promise!
Brand archetypes give direction and charge to your brand and your media. Think of propositions, storytelling, content, design, language use, tone of voice, visual language, additional characters, etc.
As a brand, you can use one to a maximum of three brand archetypes. People and target groups differ, and so does the archetype they identify with or are attracted to. A strong brand maintains focus: you can't please everyone.
