A brand mantra is a slogan or a group of three or four words that encompass your brand mission, vision and core beliefs. The brand mantra keeps everyone involved in your company focused on the same values. It helps create cohesion and clarity for clients. More than that, it helps encourage and motivate staff to be a part of what those words represent.
Why a Brand Mantra is not a Mission Statement
This idea may sound impossible and too good to be true. Go back in time with me for a second. We’ve all worked in an environment with a mission statement hung in all its glory. Perfectly framed in a hallway or at the entrance to the company cafeteria. A committee words the statement in a way that makes it difficult to understand. An emotional connection to these long winded declaration ‘s is not going to happen.
We notice it now and then, but no one takes the time to read it.
A brand mantra excels at simplicity, conjuring emotion and creating focus. It’s not a mission statement. It’s a simple statement of values, not a value statement written for shareholders.
Three little words
A brand mantra is a simple way of reminding yourself, your staff and your clients why your company exists.
While exploring your brand, you may come up with paragraphs of things your company stands for as a whole. Who you are, what you do, all these things are essential. Still, your client only needs to hear three little words, why you exist.
The difference between a personal mantra and a brand mantra
I first heard the concept of creating a brand mantra from a course I took with Guy Kawasaki. Guy Kawasaki is a marketing specialist. He is also former Apple Chief Evangelist and Current Chief Evangelist for Canva. You can read more and get his take on creating a brand mantra in this article.
If you read my blog, it goes without saying I believe in the power of the mind. I also encourage entrepreneurs to create personal mantras and affirmations. Mantras are necessary to support challenging and emotional aspects of entrepreneurship.
A brand mantra goes beyond one person’s mental state. The company founders are likely the ones who will write the mantra. It envelopes anyone who comes in contact with the organization.
Guiding your brand Story
A brand mantra makes perfect sense. We treat our businesses as if they are part of us but that’s not true. Some so many people contribute to what our company’s become. We as founders cannot control every aspect of our business when it begins to expand. With a brand mantra, we can certainly influence it and guide our brand story.
Constructing the Brand Mantra
What do you stand for?
As I said before, your business mantra has nothing to do with your mission statement. It has nothing to do with anything you put out into the world to be politically correct.
Think about this as if only you will hear it, remove the noise and what anyone will think of what you say. I know I said it would be something you and your employees will live by but at this point, it’s only a list of words.
The point is to be real, genuine and unapologetic about what you want your company to be. What you’re brand stands for has to be genuine, and from the heart, if you want your clients to fall in love with your brand.
You may be a freelancer with no intentions of hiring anyone outside of yourself. Still, you’re not your business. Make sure you follow your brand mantra along with your personal mantras.
Why do you do what you do?
For the most part, people will have a knee-jerk answer to this question. Something like, “I want to make money” is typical. I want a successful business, or I want to quit my day job are also valid drivers. These are great answers, but they are only a benefit of what you’ve chosen to do.
You need to understand why you opted to do what you do. Why this business or way of living as a freelancer is important to you beyond money. If it were all about money, then you would just get a job. Why deal with the uncertainty and mental anguish of freelancing and start-ups?
Creating a successful business is hard, and money doesn’t come easy in the beginning. You need something more to get you past the phase where no one knows or trusts you or your brand.
Why having a Brand Mantra becomes a connection to your staff and clients
My business mantra is “Moving you forward.” I chose these words because I felt stuck in a corporate job. This mantra is very selfish, but it’s also very emotionally charged for me. There are others like me who feel destined for something more but they continue to go to work hating life.
I chose my words because I relate deeply to these words. More importantly, I feel a connection to the people who are dreaming of the leap and those that have jumped without a net.
How to Use Your Brand Mantra to Create a Meaningful Organization
Anyone I work with in the future will also relate to feeling stuck and without direction. These words motivate me to keep going. I want to be a resource for as many people as possible. It’s true, making money is a part of why we run businesses. However, what we connect with at an emotional level is what inspires our clients. It also creates a brand people admire and love.
A brand mantra is the emotional driver of your business. It’s the glue that binds everyone in your organization to each other and your clients to your brand.
Are you ready to create your brand mantra?
Questions to Ask While You Construct Your Business Focus
- Make sure you and your co-founders do this, no one else. It’s important that the leaders of an organization are the root of this force for your company.
- Come up with a slogan of two or three words that you feel describe the essence of your business.
- What do you do in four words or less?
- How does your company serve its clients?
- Once you have your words, ask yourself these questions.
- Do your words inspire?
- Are your words focused on your clients and customers?
- Do your words create direction for the founders and staff?
These questions may seem simplistic, but we tend to over complicate where we stand. Expressing mission and values is most powerfully done in two to four words. These words are chosen carefully, thoughtfully and with emotion.
Problems a brand mantra can help solve
- When your brand feels out of focus
- You or your employees are unmotivated
- If you can’t feel the emotional impact of your work
In conclusion, I encourage you to do this for your business. It’s worth it.
Do you like to work in a more organized way? Download the Brand Mantra worksheet from the resource center.
If you find the topics on this blog helpful or would like more help with moving your business forward I’ve got you covered. Sign up for our newsletter and share this post on social media.
Next week we’ll keep to the theme of identity branding. We’ll be taking a look at your about page, elevator pitch and other ways you describe your brand. Have you ever felt yourself at a loss for words on how to describe what you do? Need advice on how to portray your business in the best way possible? We’ll work on it next week. Until then, keep moving forward!