There’s branding laws and there’s “commandments” of global branding (you know, all the P-words – people, positioning, place, product, price etc). I prefer my own set of branding laws. There’s only ten, but they’re potent and punchy.
#1 THE LAW OF DIFFERENCE
Don’t obsess about being better than the competition. Be different – different is better than better.
#2: THE LAW OF THE HERO
Don’t make your brand the hero in your story. Make your customer the hero. Your role is to be the hero’s mentor.
#3: THE LAW OF INSIGHT
Commit to understanding your audience better than anyone else in your category. Great insights create more powerful messaging.
#4: THE LAW OF STORY
Always lead with story, not product features. Stories are over 20 times more memorable than facts and data.
#5: THE LAW OF THE VILLAIN
Great brand stories need interesting villains. Identify a villain in your brand story that you can fight.
#6: THE LAW OF POSITIONING
All powerful brand positioning is a war against the status quo. Always use an opposite strategy to everyone else.
#7: THE LAW OF CLARITY
Strong, clear messaging is the starting point for everything you do. Clarity always comes first. Be as specific as possible.
#8: THE LAW OF SIMPLICITY
The most powerful concept in branding is owning a simple concept in the prospect’s mind. In a cluttered, complex world, simplicity rules.
#9: THE LAW OF VISIBILITY
You may have the best product in your category, but if you’re not visible in the marketplace you simply don’t exist.
#10: THE LAW OF HUMILITY
Market success can often lead to arrogance. Arrogance leads to blindness. Always stay humble and keep listening to your customers.
