How to Express your Brand’s Big IDEA through Great Advertising | Beloved Brands | B2B Branding |

In an earlier article we talked about creating your Brand's Big Idea and using it to drive every inch of your organization. The Big Idea should drive every activity and every function.  


To read more on how to come up with the Big Idea and how to leverage it throughout, click on:  How your Brand’s Big Idea should drive every part of your Organization


Once you have your Big Idea, you should then use it to frame the 5 different connectors needed to set up a very strong bond between your brand and your consumers.


Brands are able to generate love for their brand when the consumer does connect with the brand. I wish everyone would stop debating what makes a great brand and realize that all five connectors matter: promise, strategy, story, innovation and experience. The first connector is the Brand Promise, which connects when the brand's main Benefit matches up to the needs of consumers.  Once knowing that promise, everything else feeds off that Promise.  


For Volvo the promise is Safety, for Apple it is Simplicity and FedEx it might be Reliability.  It’s important to align your Strategy and Brand Story pick the best ways to communicate the promise, and then aligning your Innovation and the Experience so that you deliver to the promise.