Your Brand Motto

Every brand can be summed up in three defining words. Here at Francomedia, we call these three words that define your brand the Brand Motto.

Can you imagine all that your company does, what it stands for and it’s core personality and values boiled down to 3 words? Sounds overly simple, it really does.... until you actually try to do it. Finding the right 3 words that truly define your brand motto is a process in itself. It is a sometimes lengthy process that takes a lot of time and debate.

But, when you do finally arrive at the right 3 words that truly define your brand it is liberating and helps to communicate what you are about, both externally and internally.

Here is the brand motto for Francomedia: Inventive, Accessible, Dynamic

Some of you may be wondering why a creative agency doesn’t have the word 'creative' in it’s brand motto. I can explain it like this; you have to be creative to be inventive, but you don’t have to be inventive to be creative. And, it’s that type of analysis that makes this process not so simple. Words and concepts need to be broken down to their root meaning to ensure relevance.

Determining your brand motto helps you to fine tune your brand message, helps you to clarify what you are about and saves you from making mistakes - in other words, it will save you time and money. Really.

Now, our brand motto isn’t something we advertise, (except for now, I guess) it’s not what we do or sell, it’s what we are. Everything we do fits into the Brand Motto and it permeates every decision that we make about ourselves.

For example, we decide we want to do some self promotion, every idea we come up with must be held up to our Brand Motto. For instance if we want to print t-shirts with our logo on it we would ask if the t-shirt or the message on it is Inventive... Accessible or Dynamic... if it isn’t at least one of the words in our Motto, then the t-shirts are a no-go.

The Brand Motto helps guide the brand and keep it true to itself. It keeps what we do for our brand, 'on brand' - if we are consistent in this brand offering - being Inventive, Accessible and Dynamic in everything we do, our brand will be known for these traits.

Consistency is key.

I'm sure, you have heard a lot of marketing speak about authenticity and brand experiences. To offer a true brand experience you must follow your brand motto, be authentic and not stray from it. Consistency and continuity is what makes good brands great.

It’s no surprise that those who understand the importance of marketing and branding in the long term, see and experience success. Clients that understand that everything they do influences consumers and eventually becomes part of their brand story are the ones that do it right. We just help out a bit with some creativity, some design work and some ideas.

For you to have a successful brand, you need to understand who you are, be consistent in your brand message and offer a great experience. You can change graphics and you can change offers, but you need to be consistent in why people come to you in the first place.

And, this comes back to following your Brand Motto.