Brand Bible 2
One of the key characteristics of a brand is its message. What does your product or service aim to communicate to consumers? What is your brand’s story? Determining this will help your brand stand out against the rest. Consumers are looking for an emotional connection with their products and the only way to achieve that connection is by ensuring that your product emanates a consistent and relatable message. Formulating your message is perhaps one of the most essential steps to creating your Brand Bible.
How To Establish a Great Brand Message
The Big Vision: Thinking big is important as it inspires your customers, investors, and key stakeholders. It’s easy to get wrapped up in the details like features, price, and functions of a particular product. What people really want is to hear how you are going to change their world.
Build Connection: Your message should promote a two-way relationship by giving your consumers something to stand behind. Focus on driving value to your audience through topics that celebrate your core message and encourage conversation instead of simply broadcasting. Consumers have a growing desire to have their voices heard and be part of something bigger than a basic transaction. Your message is the platform in which your community will be built, empowered, and nurtured.
Show Passion: Your message should clearly convey your brand’s passion to influence society as a whole. Although consumer advocacy and emotional connection to a brand can only come with time and consistency, making your passion evident sets the foundation to build an organic followership. Inject passion and aim for the moon.
Where to Start
Consider your message from different perspectives and answer these questions:
Why am I selling this product? What does it do for an individual consumer?
What does it do for the industry, or society as a whole? In other words, what is the long-term purpose of my product and brand?
What are the steps you will take to ensure you achieve [1 & 2]?
How is your brand’s story unique in the present?
Five years from now, will your brand still stand out? What will your product have accomplished?
Thirty years from now, what will your brand’s role in the world be? What do you want it to stand for?
If you can write up answers to all the above questions, you will have outlined your short, mid, and long term goals as well as the overarching mission of your brand. While your overarching mission may be far-reaching and seemingly unattainable, following your own Brand Bible will be the best way to work toward achieving that mission.