mantra is a 3-5 word shorthand encapsulation of your customer-focused
intent that includes one or two key points of difference in it.
Your value mantra must be a deeply
resonant piece of your company's DNA and a core
guiding principle for
making strategic decisions and keeping your ship on course.
value mantra: Discover Innovate Grow
CimJoy value mantra: Learn Grow Rejoice
brand mantra: Authentic Athletic Performance
Disney brand mantra: Fun Family Entertainment
Marketing is a battle of
Focus on the perceptions of your prospect, not the reality of your product
Don't copy others, be yourself,
be unique and make the differentness of the value you create for your
target audience clearly understood by them.
To illustrate, the
"We don't teach, we inspire" clearly differentiates
from traditional online educational resources. Your
logo is also
an extremely important part of your
Create your own market niche and give it a name
Position yourself as the
leader in your market niche
The marketplace rewards those who change things and create truly
remarkable products. Being remarkable means being notable and useful.
customer benefits, not the product
logo and products should evoke consistently in your target audience
and design your marketing
slogans, commercials and other promotional materials using
colors and images.
messages to help customers make right choices faster
Position yourself as a
business partner, not a