Framing the attributes of your brand to appeal to different audiences is tricky.  Since to clarify a complex concept intelligently and to craft a message that is concise and renders an unchallenging perception in the mind of the recipient is a delicate process.  Simplifying your brand identity fused with your brand personality and expanding on the narrative for the most significant impact can take various forms. The logo, tagline, Ad slogan, video Ad…, play an instrumental part to gain distinction.  That being so, crafting a straightforward message to understand and compelling to remember is not enough. You should breathe life into your statement.

At first, let’s look at the fundamental elements of constructing a brand message:

• Clarity: What you do; what are your key benefits
• Underline notable brand feature
• Recognizable
• Supports your unique value

Once the statement is developed, infuse informative, desirable and plausible storylines to expand on your promise.  For instance Royal Bank of Canada’s advertising campaign called “Someday” portrays the financial institution as the perfect partner that can support our aspirations. The initiation underlined the achievements and disappointments of Canadians in pursuit of their goals and dreams. The campaign touched on “Making someday happen in the community,” the “RBC Home Someday Contest,” (a chance to win $ 25,000 to renovate by submitting a self-made video of your request), to producing television and social media commercials. Progressively, the campaign evolved into more emotive and documentary style to support their position.

Also, their recent campaign “RBC Future Launch”  supports their brand position to empower Canadian youth for future jobs. The significant investment in this social cause is to inquire about the issues and create solutions by engaging public and private sectors to prepare youth for the future of work. Again a powerful connection to their brand message, promise, and position that provokes action.

Stories are how we connect with each other. Expanding on your brand message with convincing and credible narratives, raises the energy of your brand and transforms words to dynamic experience.

Featured image by National Geography