Updated May 31, 2022
What is a Brand Mantra?
A brand mantra is more than a slogan – it is a simple, yet powerful saying, phrase, or affirmative statement used to motivate our inner being and set our intentions.
Many companies use brand mantras in order to cultivate their message to define a brand both internally and externally.
A brand mantra is a company’s primary positioning and stake-in-the-ground message. It is the foundation of how a brand scales, what a company takes pride in, and an indicator of the trajectory of a particular brand.
It’s an instrument of self-transformation -- an affirmation that we repeat to express and grow the beliefs we hold most dear.
Showcasing this mantra dictates how your company is perceived and shapes the direction of the culture of your employees.
For example, our mantra at Media Frenzy Global is to reimagine how disruptive brand stories are told, promote workplace diversity and inclusion across industries, and support women in leadership roles.
It’s built on our 12-year foundation of working with technologists and futurists to tell their stories and our approach to hiring a diverse workforce and our female leaders.
Businesses trying to distill their values in a brand mantra should consider their beliefs, goals, and mission.
Showcase Your Brand’s Value Consistently with a Brand Mantra
Your mantra must be digestible and clear while encompassing the true value of your brand. Every word matters, so choose or omit carefully.
This statement should not be a long paragraph or run-along sentence, but rather a concise message that showcases your brand’s driving purpose.
Avoid whimsical words and fluff and use straightforward language that has depth and meaning.
Your staff should resonate with this mantra, and it should be easy to remember to guide their actions on a day-to-day basis. This should be embraced by every member of your team, at every touchpoint of your company. From the executive suite to a newly hired intern, this mantra should be clear and practiced throughout your operations.
For example, BMW is the "ultimate driving machine", or Disney, "fun, family entertainment". These two iconic brands have simple, short mantras, yet the entire world identifies with the message behind them.
When your mantra is clear and understood by both external and internal shareholders, you are doing something right.
A Brand Mantra Is Built to Last
As a brand grows and transforms, so does its voice in its industry and the world. Thus, a brand’s mantra may change depending on its position in the market.
It’s important to state that mantras are not elusive or shallow, and they do not casually come and go as industry trends change. Instead, they are built to stand the test of time and be built on a foundation of beliefs and values that will last years – not months – and evolve as the business climate changes.
Nike’s renewed "Just Do It" campaign features ex-NFL quarterback Colin Kaepernick, representing boldness, decisiveness, doing what you believe, and showing no mercy. With Nike celebrating the campaign’s 30th anniversary, it was a great concept to get more eyeballs on Nike and also reinforced what the brand believes in.
It’s emotive, and that’s what the best PR and marketing campaigns need to be.
Your mantra needs to be reflective of what your brand was established upon but remains relevant in today’s climate. “Just Do It” empowered athletes to achieve excellence decades ago and is still a calling card for equality on and off the field.
A brand mantra should stay fresh while respecting the company’s origins.
3 Brand Mantra Examples
Apple used its brand mantra, “Think Different,” as a slogan from 1997–2002, but it can still be seen on some product boxes. While it was initially used as a slogan, it perfectly sums up Apple’s brand values. Known for their creativity and ingenuity, Apple encourages its engineers, designers, and other innovators to come up with revolutionary products and ideas.
Disney’s brand mantra is “Fun, family entertainment,” and it drives a lot of business decisions. Disney has created a brand image that is focused on being family-friendly. To most, this means that their content is age-appropriate, not particularly violent, and clean.
This is very appealing for Disney’s main audience — families with young kids. Parents can trust that while watching a Disney movie or visiting a Disney theme park, their children will be safe.
Starbucks follows the mantra, “To inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time.” Rather than focusing on big-picture items like how many cups of coffee they sell or how many locations they have, they focus on pleasing one customer at a time.
This brand mantra is reflected in how Starbucks operates. To ensure that a customer is always happy with their experience, they provide uniformity across all of their locations. Customers can go to any Starbucks — whether they’re in Seattle, Washington or Binghamton, Alabama — and get the same high-quality coffee and customer service. In doing so, they build brand loyalty.
Revolutionize Your Business with a Brand Mantra
A great mantra defines a brand and makes it distinct, helping it stand out in a competitive marketplace. It evokes meaningful conversations and motivates employees, clients, and partners. It also drives every touchpoint and communication of your company and has broad impacts that stretch far beyond the realm of marketing and PR.
From customer experiences to sales meetings, your mantra will shine through and clearly distinguish your brand. People want to align with companies that have solid, positive beliefs – your company’s mantra fills that desire.