Why we want Loveable Brands

Why we want Loveable Brands.

You go to a party where you meet a number of people. But there’s one person who sees something in you. Something special.?

You might even feel a bit skeptical — not of them; of you. “Am I really that cool?”

Yes, to that person, you are. This creates a near-instant bond. You say goodbye, promise to stay in touch and you can’t wait. Because that feeling of being “gotten” is irreplaceable.?

This is why I say: Positioning that gets people. To Love the Brand.?

In a nutshell, that’s my approach to building Brand Positioning and Messaging.?

A few highlights:

? Together, we figure out what the Brand “is,” functionally. That results in a basic Value Proposition.?

? Then, we go deeper. We ask, “What are the enemies we’re fighting on behalf of our consumers?”

? We ask, “What are the enemies they're fighting INSIDE themselves?”

? All this (and much more) helps us determine what the Brand “does.” For people, that’s irreplaceable. And sticky.?

Because we start by agreeing, we’re all like that person at the party, in awe of that someone who sees the special in us.?

Our self-skeptics are powerful internal, frequently insecure voices that, once understood, can be soothed by the Brand’s messaging — creating that bond.?

? This helps us create the Brand’s Purpose — this becomes the first thing out of your mouth when you introduce the Brand. It instantly bonds the listener to you.?

? Then, you can tell your Brand story. It’s the homepage copy. The next thing out of your mouth at that meeting with investors or buyers.?

? And it’s all done in the right tone — serious, heartwarming, matter-of-fact, humorous — whatever’s right, we’ll find it.

Having this foundation allows us to create all the messaging the Brand needs to start speaking with consistency and differentiation.?

? Supporting stories covering team, philosophy, process, function, what have you

? Headlines that can instantly be used to ground ads, social posts, etc.

? A powerful tagline that pulls everything together

? Talk tracks for the team

All of this language easily guides graphic design — the messaging’s undeniably important other half. Resulting in a powerful document that:

? Allows new team members to easily grasp the Brand

? Creates the foundation for all future creative expression (packaging, site, promotions, etc.)

? Eliminates the need to start from scratch every time some new promotional element is needed

? Acts as a filter for line extensions, partnerships, influencers and more

? Increases Brand value?

Loveable Brands are rare. They solve big, emotional problems for people. They create bonds that are far harder to break when some copycat comes along.?

They win because they help people feel special, from the very first words.?