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.
When I looked for commonalities between the Success Model from Made to Stick by Chip and Dan Heath and the Stepps Model from Jonah Berger’s “Contagious: Why Things Catch on,” I came up with PRESS. We are often drawn to things that are useful, outstanding, emotional, and surprising. Stories are a powerful way to communicate and share a message that aims at the heart.
For a brand message that captures attention, stand out with PRESS. Create a message that is:
- 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?
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. 3 want to leave a mark: the Hero, Rebel, and Magician want mastery, revolution, and power. 3 want structure: the Ruler, Caregiver, and Creator want control, service, and innovation. 3 want connection: the Lover, Everyman, and Jester want intimacy, belonging and enjoyment. 3 want paradise: the Explorer, Sage, and Innocent want freedom, understanding, and safety. These personality models can be useful in designing a brand message and telling a story. Create a brand message that appeals to the motivational drivers for a target audience.
▶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.