Press Play for an Appealing Brand Message

There are four steps for Marketing U – Discover, Define, Design, and Deliver. Step three is about designing marketing materials that reflect brand personality. This includes things like colors, fonts, and graphics, and also an appealing brand message.

The following models can help to design a brand message that will capture attention and inspire interest.

The SUCCESs model from the book “Made to Stick” by Chip and Dan Heath:

• Simple
• Unexpected
• Concrete
• Credible
• Emotional
• Stories

The STEPPS model from the book “Contagious: Why Things Catch On” by Jonah Berger:

• Social currency
• Triggers
• Emotion
• Public
• Practical
• Stories

People are often drawn to things that are useful, outstanding, emotional, and surprising. Stories and emotion are included in both of these models. Stories are a powerful way to communicate and share a message that aims at the heart. As I looked for commonalities between these two models, I came up with PRESS.

For a brand message that captures attention, stand out with PRESS.

• Practical – how is it useful?
• Remarkable – how is it unique?
• Emotional – how does it make you feel?
• Surprising – how is it surprising?
• Stories – how does it create change?

Another way to look at it is to SEARCH for appeal:

↳ Inspiring pursuits [see How to Choose VIP AIMS] are often:
• Surprising
• Emotional
• Amusing
• Rare
• Clear
• Helpful

The best messages are often memorable because they are Simple:

• Nike – “just do it”
• Walmart – “Save money. Live Better”
• McDonald’s – “I’m lovin it”

Play with archetypes to design an appealing brand message

There are 12 Jungian archetypes with some similarities to the 16 Myers-Briggs personality types. These personality models can be useful in designing a brand message and telling a story that appeals to motivational drivers for a target audience. Each of the archetypes have desires that they want.

Leave a mark:
• the Hero,
• Rebel, and
• Magician want
↳ mastery
↳ revolution, and
↳ power

Structure:
• the Ruler,
• Caregiver, and
• Creator want
↳ control
↳ service, and
↳ innovation

Connection:
• the Lover,
• Everyman, and
• Jester want
↳ intimacy
↳ belonging, and
↳ enjoyment

Paradise:
• the Explorer,
• Sage, and
• Innocent want
↳ freedom
↳ understanding, and
↳ safety

Remember to press play and search for an appealing message to communicate and sell ideas to others.

▶Press Play to capture the attention of your target audience with an appealing brand message to start the next step: Design and Deliver a Delightful User Journey.

• Design at Pinterest
• Archetypes at Pinterest
• Personas at Pinterest

About dailyplanit

I seek to create order from the chaos of complex information. Join me at the Daily PlanIt to gain insights, inspiration, and information to increase skills for a better life. I unlock the power of teaching reading with phonics in the pursuit of literacy at www.phonicspow.com. In my spare time I explore books and movies, often choosing titles available on both screen and page.