What is the 3-word essence of your story? 

What is the 3-word essence of your story?   

What is the 3-word essence of your story? Everyone is familiar with the 30-second elevator speech. You’ve likely developed one for your personal, “Who am I and why am I here?” story. And you probably know your company’s 30-second, “Who are we and what do we do?” story by heart. But, can you market yourself with just three words? Let’s look at how to refine a story by using a 3-word Brand Mantra.

In his book, A New Brand World, Scott Bedbury (former VP of Marketing Communications for Nike and Starbucks) presented the concept of a 3-word Brand Mantra.

Nike: Authentic, Athletic, Apparel

Starbucks: Rewarding, Everyday, Moments

Every marketing communications item those two companies created had to pass the 3-word Brand Mantra litmus test.  Another company, Buffalo Wild Wings, uses their brand mantra in their commercials: Wings, Beer, Sports. (With clarity like that, there is no doubt what you are going to get when you go there.)

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