Brand positioning tip #3: the brand mantra

Branding refers to a marketing function that involves in creating a unique name and image for a product (good or service) in the consumers’ mind, through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers. Branding can be applied to the entire corporate identity as well as to individual product and service names.

Dark Matter Matters

In previous posts, we’ve covered three of the four elements of good brand positioning as I learned them from Dr. Kevin Keller, strategicbrandmanagementauthor of the classic branding textbook Strategic Brand Management:

  1. Points of difference: the things that make you different from your competition (and that your customers value)
  2. Points of parity: the places where you may be weaker than the competition and need to ensure you are “good enough” so you can still win on the merits of your points of difference
  3. Competitive frame of reference: the market or competitive landscape in which you are positioning yourself

Today we will be covering the 4th element of good brand positioning: the brand mantra.

What is a brand mantra?

A brand mantra is a 3-5 word shorthand encapsulation of your brand position. It is not an advertising slogan, and, in most cases, it won’t be something…

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