Brand mantras are designed with internal purposes in mind. A brand slogan is an external translation that attempts to creatively engage consumers. Here are the three key criteria for a brand mantra.
- A good brand mantra should define the category (or categories) of business for the brand and set the brand boundaries. It should also clarify what is unique about the brand.
- An effective brand mantra should be memorable. For that, it should be short, crisp, and vivid in meaning.
- Ideally, the brand mantra should also stake out ground that is personally meaningful and relevant to as many employees as possible.
Brand mantras typically are designed to capture the brand’s points-of-difference, that is, what is unique about the brand.