Create Your Brand Mantra (5/5) – Innovation for Scientists

Create Your Brand Mantra (5/5) – Innovation for Scientists


Let’s review now what we’ve learned as
we went through the different aspects of the brand mantra.
First, the brand mantra is mostly for internal use. Don’t forget it! You create
the brand mantra because you want to share some common values with your
employees, with your partners. The second item is that you must know the reason of
your project. The brand mantra will be a way to celebrate or to highlight the
reason, why you created what you are creating. Third, don’t forget: the brand mantra must be short. It shouldn’t be more than three to
six words. They can be combined to make sense or they can be just associated.
Because these words reflect the most important aspect of your activity, these
words must be chosen in a way that they appeal to logic – like for instance the
brand function -, must be clear about what you’re doing. It’s not something totally
out of space. But also, they must appeal to feeling because people do not share
logical demonstration, they share common feeling! The brand mantra must be true!
You cannot claim something in your brand mantra and do the opposite. Don’t forget
it is not for external communication (even external communication should fit
with what you are doing, because you do not fool people for too long), but mostly
for internal purpose. If you claim that you are a sustainable healthy food company and your employees see that actually you do not respect the minimum rules of
organic food: short distribution circuit, respect of your providers, etc. They won’t be happy. And it means that the activity must align with your
brand mantra because the activity and the result of your activities will be the
result of the way you work. And they have to be aligned with the way you work.
Now, you must create a brand mantra, you want to create a brand mantra… So the
next question is “how do I start? How do I begin?” You must define what you will be your activity, what will be your project, and how you
want to do it, and why you want to do it. You could think that it’s not easy to
define this, but imagine that if you cannot define it for yourself,
how could you explain it to others? So, this is very important because actually
this is a the main function of creating a brand mantra: it’s to help you to
obtain a clear vision about why you are doing what you want, what you do, and how you want to do it. So. instead of the mission and the vision statement. you
will create a short expression. but this expression will contain the main
information about what justifies your project. If you want to start with
something, you can start by just asking yourself very simple question like “who
are you in your project?” “how do you see yourself?”, “Why are you doing what you do?” That’s a very important question: “why?” What is the driving force that makes you
do what you are doing? But the question you should ask yourself, it’s what is the
service you want to deliver to some people? How do you want to help them? If
you identify how you want to help them, you will be able to explain why you want
to do that, and finally how do you want to do it. So, you can start with this if
you’re alone. If you’re a group, you can start to answer the different questions
and then from this, brainstorm. You can start to extract what will be the most
important information regarding what will be your brand function, what will be
your descriptive modifier, and what will be the emotional modifier. Now, hopefully,
you know what are the most important factors required to create a brand
mantra. You can basically create a brand mantra for anything.
I invite you to create your own brand mantra, the brand mantra of yourself. Of
course, you can define yourself based on your work, on your job, based on your
family. Unlike the usual way, now, I invite you first to think about what would be
the brand function, what will be the domain of activity you want to highlight
in your life and create a brand mantra about it.
This will be the brand function. Just define the domain of your life you want
to highlight, then you try to identify what is the main personality feature
that fits with this activity. Are you committed? are you brave? are you enduring? are you loving? This will be your emotional modifier. Then, think about…
still in this activity, in this part of your life… what do you think makes you
different from any other, most of the other people in the same activity, in the
same status. Are you a caretaker? entrepreneur? You’ll think about what
makes you different and that will be the descriptive modifier. Now, you know the
domain of activity, you know what will be the emotional modifier, you know what
will be the descriptive modifier. You can come back to the brain function and try
to figure out what will be the word that will define the most this activity,
so, your brand function for this part of your life. We are the end. We looked at what is a brand mantra, how we can define it, we can analyze it, what are the components of the brand mantra. I hope you saw that the brand mantra for a project, for a company, to define some activity, is actually a very powerful tool if you apply
correctly the rules I described regarding the function of the different
words, the qualities of these words. Now you are Hopefully in a good position
to be able to create your own mantra for any type of activity you want to highlight.

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