If you don’t know where you’re going, you’ll end up somewhere else.Yogi Berra
Dullness won’t sell your product, but neither will irrelevant brilliance.Bill Bernbach
To make your brand POP (Purposeful, Opinionated, Pithy) is to break out, not blend in. However, branding communications that feature brilliant wordplay won’t necessarily cut it unless it also does two things: purposefully articulate the essence of you or your offering, and position your brand relevantly with your target audience. If people are scratching their heads after we’ve introduced our idea or invention, wondering what this has to do with them, we’ve just wasted their time and ours.
O Stands for Opinionated
In the era of content marketing, people are expecting brands to express their opinions and have fresh points of view. They welcome novelty and are delighted when we pleasantly surprise them with fresh opinions.
How to Make Your Brand POP! – The Techniques
When you are ready to develop a brand sound-bite that succinctly explains what you have to offer in a way that people get it and want it?
Step 1. Ask yourself. Who is well-known for doing what I do—in another context? Who exemplifies the benefits of my product? Who is my “twin” in another industry? Write down the names that occur to you.
Step 2. Now, take each of your brand core words and enter them into imdb.com to generate a list of movie titles that include phrases relevant to your causes or campaign. Write down movie titles that look promising, even if you are not sure right now how you can use them for comparison or incorporate them into your branding and marketing material.
Step 3. Take each of your brand core words and enter it in Amazon.com. Write down the names of books that catch your eyes.
Step 4. Take each of your brand core words and check them with metrolyric.com, azlyric.com or songlyric.com to find song titles or memorable lyrics that resonate with you and that could be relevant to your target audience. Write down ant that “sing” to you and that might provide a clever variation on your theme that will delight your readers.
Step 5. Review your notes. What phrases caught your attention? Could you make slight adjustments to any of the movie, book, or song titles so you have a unique twist on a familiar phrase? For example, Google’s mystery project Barge could be “Our product is like Moby Dick…with a robot” or “A robot with an attitude.”
PS: Browse through the 365+ POTENT PHRASES list to expand your repertoire.
This POP! The technique can broaden your scope help you develop a Tell ‘n Sell brand essence that pleasantly surprises people with its novelty. By accessing the famous movie, song, or book titles and names of celebrities, you are stretching your basis of comparison and accessing thousands of options. Instead of thinking small and only calling upon what you know, you are thinking big. As a result, you’re more likely to arrive at a branding idea that has broad appeal, universal meaning, and instant recognition…all at the same time.