It wouldn’t have had the same effect
I am terrible at writing humour.
Today, I decided to start with some light honesty to hopefully put what I am about to talk about in perspective.
I believe that there are certain universal human truths that govern life. Truths that any rational thinking person will agree to; one of which no two human beings are exactly alike.
Every human being has a unique set and level of strengths and weaknesses, be it, physical, emotional, intellectual or spiritual. This is the same with brands. What this means is that while the basic principles of business apply to you and your brand, the combined strengths and weaknesses of all those working with your brand may present your brand with a different set of challenges and opportunities than your competitors.
But why is brand truth important
Think about the product or service your brand delivers. You most likely aren’t the only one providing that service. The odds are slim that you are the first one to offer such a product, or better still you have no competition. In this reality, how do you differentiate your brand from the rest?
You could coin out a new slogan, talk about all the benefits and functions, craft a new jingle etc. but soon after, the slogan become a cliché, the functions become stale, and the jingle fades away. However, one sure thing remains. Your brand’s truth.
So what exactly is a ‘brand truth’?
Simply put, the brand truth is the purpose of a brand. It is the reason it exists in the first place. It is the essence of your business. It is the reason behind the structures and processes, in one word it the ‘why’ you are in business.
Unfortunately, just like people know brands often don’t know why they are in business, which in some sense explains why the law treats companies as limited persons.
Why should you have a brand truth?
If you want a brand to resonate with your target on more than just a functional level, then you have to find your brand truth
The two most important days in your life are the day you are born and the day you find out why.”
— Mark Twain
We could say that the two most important days in a brand’s lifecycle, are the day it is born, and the day it knows it knows why. However, finding your why is a topic for next week.
PS: please feel free to leave your comments and suggestions in the comment section. We would love to hear from you.