When evaluating the potential effectiveness of different campaign ideas, The Blake Project uses the following questions:
• Does the ad clearly identify your brand? Does it do so immediately and throughout the ad?
• Does the ad clearly and forcefully communicate your brand’s unique promise?
• Does the ad feature a tag line that reinforces the brand’s promise?
• Are the ad’s tone, voice, and style true to your brand’s essence and personality?
• Does the ad reinforce your brand’s identity?
• Does the ad connect with the reader on an emotional level? Does it win the reader’s heart or capture his or her imagination?
• Is there something about the ad that makes the reader admire the brand?
• Is your ad significantly different from that of your competitors? Does it look and feel different from anything else featured in the same media?
• Does the ad reinforce the positive value and values of your brand?
• Does the ad seem truly inspired?
• Is your ad so powerful that it has the potential to keep your competitors awake at night worrying about your brand?
• Is the ad persuasive?
• Could no competitor make the same claim? If you inserted a competitor’s logo in the ad, would it make no sense or be unbelievable?
• Does the ad lead the reader/viewer to believe that he or she will be better off in some way for having interacted with your brand? Does it create a more favorably perceived end-state for him or her? Does it leave a vivid picture in his or her mind?
The Blake Project Can Help: The Brand Positioning Workshop
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education