After a career helping to build iconic global brands, I have learnt what works. I have distilled what I’ve learnt into two steps.
I studied psychology. I worked in marketing research. I didn’t know it at the time, but both of these things have made me a better communicator.
They taught me to seek the deep human truths that motivate everyone – the hot buttons, pet hates and deep ambitions that influence your audiences’ behaviours and drive their actions.
Why’s that important? Sometimes the difference between your audience choosing your brand and a competitor’s comes down to which brand seems to understand them better.
(Deep Human Truth audience insight program is available as a standalone workshop at the ReBoot Institute. Interested?)
Your brand has 10 seconds to make a positive impression on your audience. Here’s how I help clients create that positive first impression – and then build on it with each contact.
1. Identify your brand’s DNA
I help you identify what you want your brand to stand for – and what makes it unique. The BrandReBoot program defines your vision, attributes, culture, values, personality, purpose and more. I help you write your brand mantra – the potent phrase that’s the essence of your brand.
(The BrandReBoot branding program is available as a standalone workshop at the ReBoot Institute. Learn more.)
2. Tell your story consistently
I then ensure that every message is told as an engaging story, reflecting your mantra and bringing your vision to life.
Why the focus on storytelling? We humans have always shared stories. I write brand stories worth sharing. One client campaign is still talked about 24 years after it was created. Another client’s video has been viewed by a million people and shared 2,000 times.
3. Engage every sense
5Sense is a sensory branding program that helps clients do things few clients ever do. It makes you think beyond words and beyond visuals. It helps you identify sounds, aromas, textures and flavours that can be powerful emotional triggers – and unique to your brand. Think breast cancer pink and the MGM lion roar.
(5Sense sensory branding program is available as a standalone workshop at the ReBoot Institute. Learn more.)