All about Brand Mantra

1. Brand Mantra
By
Glady Chourasia

2. Brand Mantra
• Brand Mantra is a quick, simple and memorable statement
describing who company are and what they have to offer
• It reflects the “heart and soul” of the brand
• It is short three to five word phrases, capture the spirit of the
brand positioning
• Provide guidance about:
i. What product to introduce under the brand
ii. What ad campaigns to run
iii. Where and how the brand should be sold

3. Examples
Company Name Brand Mantra Tagline
Nike Authentic- Athletic- Performance Just do it
Coca-Cola Sharing- Happiness- Tasty Thanda matlb coca cola
BMW Ultimate- Driving- Machine The ultimate driving
machine
Apple Smart- Technology- Listen to Music Think Different

4. Steps Involved in Creating a
Brand Mantra

5. STEPS FOR
CREATING A
BRAND
MANTRA
Determine your brand’s target audience
Establish a brand mission statement
Outline the key qualities & benefits
your brand offers
Create a brand logo & tagline
Form your brand voice
Build a brand message and elevator
pitch
Let your brand personality shine

6. EXAMPLES

7. Designing a brand mantra
Emotional
Modifier
Nature of
product or
service or type
of experience
or benefits
How does the
brand provide
benefits and
in what ways?
Nature of the
benefits and
experience of
the brand

8. BRANDS EMOTIONAL
MODIFIER
DESCRIPTIVE
MODIFIER
BRAND
FUNCTION
Authentic Athletic Performance
Fun Family Entertainment
Fun
Sweet
Delicious
Family
Friends
Couples
Food/ Desserts
Dynamic Sportive Performance

9. Implementing Brand
Mantra

10. Criteria for effective
brand mantras
Communicate
• Define the categories to set boundaries
and Point of differences
• e.g. – Thanda Matlab Coca Cola
Simplify
• Short , Crisp and Vivid
• Must convey the Brand Positioning
• e.g. - Kit Kat – Take a Break
Inspire
• Tap into Higher level
meaning with
Employees as well as
Customers
• e.g. - Apple