Brand Positioning: The Impact of Brand Mantras

A marketing strategy is essential for any business because it focuses on the path in which a business must take to attain specific goals and objectives, and specific audiences and serve their needs.  It is a business’ plan for reaching potential or prospective consumers and converting them into customers of the products or services that the business provides.  In order to gain a competitive edge over its competitors, businesses need to distinctively position their brand in the minds of consumers to maximize the potential benefit to the business. 

Brand positioning guides marketing strategies by identifying goals that help clarify what the brand is all about, the nature of the brand, and why consumers should purchase the brand or product.  It is important for marketers to communicate the similarities and differences between their brand and its competitors.  Moreover, it requires that they choose a frame of reference by distinguishing the target market and relevant competition, identifying the optima points-of-difference and points-of-parity brand associations for that frame of reference, and creating a brand mantra that summarizes the positioning and essence of the brand.

Brand mantras, known as “brand essence” and “core brand promise,” direct marketers how to help their consumers think about the brand.  They must communicate what the brand is and is not economically.  Brand mantras are designed to also communicate what makes the brand unique; it simplifies the brand in a short, vivid, and sharp manner, and inspires employees.  The key benefits to consider with brand mantras include the following

  • They provide guidance about what products to introduce under the brand, where and how to sell the brand, and what kind of ad campaigns to run.
  • They make certain that all employees within the business and external partners understand the brand essence and adjust their actions suitably.
  • They create mental filters that keep inappropriate marketing activities or actions that may have a negative impact on the customers’ impressions.

Additionally, brand mantras have been instrumental in the success of many organizations or brands such as Nike, Google, Amazon, Facebook, and Disney.  Brand mantras helped these companies stay focused and on track, communicate company culture, and helped them making decisions consistent with company goals.  Furthermore, brand mantras have helped businesses improve in order to achieve success.  For instance, in 1997, Apple experienced extreme financial difficulties.  In fact, they were in their last 90 days of money supply and had to do something drastic to pull through their critical financial situation.  Also, at the time, they had no plans for future product development as a means of drawing in revenue.  However, in 1998, a drawing of Thomas Edison holding a light bulb inspired Apple to develop the “Think Different” campaign.  The slogan grew into Apple’s brand mantra and since then, Apple launched several innovative products such as iPad, Apple Watch, iPod, Apple Pay, and Siri.  Apple continued to honor creative thinking because they were inspired by innovative thinkers which included Thomas Edison, Gandhi, and Albert Einstein over the years.  As a result, in 2016, they renewed their “Think Different” slogan trademark.         

Brand mantras is a driving force that captures the essence of a brand and positions the brand in the marketplace.  They help businesses that stand out in the marketing place can attract new customers.  Brand mantras become part of the organization’s make-up and are used to influence voice, consumer experience, and everyday decisions about product, strategy, and marketing decisions.  Brand mantras help establish a connection and communication between the consumer and the brand effectively. 

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