Creating a Brand Mantra: Why Your Small Business Needs One

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Have you ever thought of how brands like Nike and Apple manage to stay consistent? It’s something very simple, but not as simple as you think. It’s a brand mantra and it’s a tool every small business can use to build a consistent and memorable brand.

What Exactly is a Brand Mantra?

You may be wondering what’s a brand mantra? It’s important to understand that this differs from a tagline, mission statement, or vision. A brand mantra is a short three-to-five-word internal phrase that encompasses a brands core essence, purpose, and values, that serves as a guiding principle for all decisions and actions within the organization.

For example, Nike’s iconic tagline/slogan is “Just Do It” but, their brand mantra is ‘authentic athletic performance. This phrase was created to encapsulate the brands promise of innovative, high-quality products for athletes striving for peak performance. It is important to create a mantra that shines through every employee, marketing technique, and sale that is made.

Your Internal Compass for Decision-Making

Your brand mantra can act as a filter for all your business decisions. “How can we unveil this new product? Does this content align with our brand mantra?”. Asking these questions can keep you on the right when making new decisions to expand your company portfolio or when venturing into new business endeavors.

A mantra can be used for any small business. if you and a few business partners wanted to open a new clothing store with a mantra of “Bold, eye-catching, fashion for all”, when new items are being developed it would help the clothing store stay focused on the type of pieces that they offer. This can help deter the business for offering pieces that may dilute their brand identity and can help your team continue to make consistent decisions that will grow your business.

Focuses and Amplifies Your Marketing Efforts

Outlining a clear mantra will help you narrow down your target audiences and messaging when strategizing new marketing efforts. This can help you create content that is inspired by your mantra. A clear focus means you don’t have to waste resources on marketing campaigns that don’t fit your brand. you can prioritize the channels and messages that will have the biggest impact.

Conclusion: Start Building Your Brand Foundation Today

Having a brand mantra will guide you through making business decisions to build consistency and trust with your audience.  Think about your core purpose, defining it into simple words will give you the path to building a brand identity. It’s the way stop guessing and start growing. Now think of your three words, it’s time unlock its true potential.

Here are a few Fortune 100 companies brand mantra:

·      “Think Different” - Apple

·      “Save Money Live Better” - Walmart

·      “Be The World's Most Customer-Centric Company” – Amazon

·      “Create More Smiles With Every Sip and Every Bite” – PepsiCo

·      “Fun, Family Entertainment” - Disney