How to Create an Inspiring Brand Mantra for Your Business?

Brand mantra emanates authenticity. In a competitive market landscape, how a brand delivers on its promise is paramount to the brand’s credibility. Target audiences are likely to develop confidence and trust in a brand when they know what it is all about, and there is legitimacy in the brand’s message. Consequently, brand mantra becomes vital.

Too often, startup entrepreneurs establish their business without making the brand memorable from a strategic perspective. They lose insights into gaining brand equity, resulting from factors such as a lack of consumers’ trust. But what is a brand mantra? How does it benefit my business? 

This article will provide you with an overview of brand mantra, guide you to understand why you should consider it and how to create one for your business.  Let us review.

What is a Brand Mantra?

A brand mantra is usually made up of three to five words, conveying the brand positioning and defining the brand’s promise to consumers—the essence of the brand. It refers to the “heart & soul” of a brand. Research reveals that a brand mantra is formed simultaneously with brand positioning. So, let us briefly look over brand positioning.

What is Brand Positioning?

According to Wikipedia, “Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors.” It is the perception or recognition of a product or service by a target market compared to its rivals — how it resides in the minds of the target audience. Positioning, therefore, helps you distinguish your brand and illustrate value to the target market, identifying why the target audience embraces it, compared to the competition.  

 When you think of positioning, there are some key terms you need to understand:

Point-of-Difference (POD). POD refers to the attributes or benefits that differentiate your brand from your competitors.

“For example, Nike’s point-of-difference was superior performance during physical activities. The company developed the Nike Air Max in 1987 with a visible air pocket to represent this. Most sneakers lose about 40% of their cushion over their lifetime, but an air pocket maintains its bounce. “It was a great signature element that embodied their key point of difference on performance.” […].

Point-of-Parity (POP): Refers to specific attributes or benefits not exclusive to the brand. These are industry standards and must be valid for all businesses in your sector. 

For example, “Nike’s point-of-parity is that it is a global sports brand playing alongside Adidas and Puma etcetera,” According to Fisovee. 

Now that you have clarity on positioning let us continue reviewing brand mantra.

Elements of a Brand Mantra 

A brand mantra comprises three elements: 

Emotional modifier: This illustrates how consumers need to feel about the brand.

Descriptive modifier: This describes whom the brand caters to, for example, friends or family.

Brand function: This refers to factors such as the benefits or opportunities consumers derive from a product or service. 

How to Create a Brand Mantra

When creating a brand mantra, you need to give it much thought to maintain continuity. So, if you are a sole brand owner, share your opinions with your family, friends, or main stakeholders. For a company, you can collaborate with your internal staff: workers and key leaders. You want to know what is going on in the minds of consumers. Hence, brainstorming will help to promote ideas and build the best tone for your brand mantra. You may even consider talking to your customers. Ask questions, such as what comes to your mind when you think about the “X” brand?  Why do you associate with the brand?

Here are four necessary steps you may cogitate in creating your brand mantra. Begin by looking at your brand positioning and documenting ideas based on your positioning:

1. Review your point-of-difference. Those attributes or benefits consumers associate with the brand. You may have several points of difference, but it is crucial to select the right one.

2. Review your point-of-parity. Those attributes or benefits not unique to the brand.

3. Document at least five or more emotional and descriptive modifiers, and the brand functions. The more options, the better leverage it provides you in your choice of identifying an inspiring brand mantra with three to five words.

4. Now that you have your list comprised, it is time to select one from each list of elements.

Those you select should be inspirational to create a strong statement that solidifies the brand’s promise and makes your brand distinct from your competitor. 

“Make it simple but significant.”–Don Draper

Let us look at a few examples.

Examples of a Brand Mantra

Research reveals the following examples of a great brand mantra.  

Nike’s brand mantra is authentic athletic performance, Disney—fun family entertainment, MBW—ultimate driving experience, etcetera. Further research reveals that Disney outperformed its rivals in delivering on its brand mantra because no other competitors could deliver on such promise the way they did.

Notice that although Zara and Uniqlo are in the clothing retailer business line, those brands reside differently in the minds of consumers. When customers think about Zara, they will talk about beauty and fashion. Uniqlo comes in with satisfaction and casual clothing. And as you can see, there is a distinction between the two companies. Some attributes will be standard based on the industry category, which is the point of parity, but there are differentiating points, such as beautiful and fashion versus satisfaction and casual. That helps to distinguish the brand image from the competition.

Do you get the idea?

Final Thoughts

Are you ready to make yourself distinct from your competitors? Or are you ruminating on a brand mantra?

A brand mantra can set the tone for your overall business.  It can help your employees deliver a clear, consistent, and relevant message that inspires consumers and that no other competitors can outstrip, if done right. The conveyance of your brand positioning and brand promise can propel consumers to identify with and engage your brand, thus building loyalty and brand equity.

Start by establishing a secure brand positioning and create an inspiring and memorable brand mantra.

Learn some “easy tips on how to create a brand position for your product or service.”

“The basic approach of positioning is not to create something new and different, but to manipulate what’s already up there in the mind, to retie the connections that already exist.”–Al Reis

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