Why do you need a brand Mantra?


Your product has a brand name, a slogan which is an extension of the brand’s most important communication, the logo and presumably a brand mascot. Why would you then need a brand mantra, a yet another task for you as marketer to think of, reinforce and communicate further to the stakeholders?

May be you do. Theoretically speaking, a brand mantra is an articulation of the heart and soul of the brand and is closely related to other branding concepts like brand essence and core brand promise. Brand mantra is short, maybe three or four word phrases that capture the irrefutable essence or spirit of the brand positioning. It is the shortest brief that is easily to be passed upon every stakeholder of the brand to understand the essence of the brand, and the scope of messaging that the brand wishes to pass on. Basically, the Brand Mantra provides guardrails so as to keep its marketing activities on track. In short, every brand mantra clearly creates a mental filter in the minds of those to whom this mantra is exposed of what the brand stands for, what it is and what it is not.

Brand Mantras are powerful devices. The brand mantra can define and decide your ad creatives, the marketing campaigns, the product innovations, designing and promotions. Beyond these tactical concerns, brand mantras can define the most seemingly irrelevant and mundane decisions like the way phones are answered in an organization or the way the first day of a newly hired employee has to be directed.

A basic distinction between a brand mantra and a tag line is that brand mantras are internal and tagline is for external stakeholders. Nike has its brand mantra as “authentic athletic performance” while the external slogan is simply “Just Do It”. Disney adopted a brand mantra during mid- 1980s to facilitate a close scrutiny of the use of its characters like Mickey and Donald Duck as ‘fun family entertainment’. In the light of this, opportunities that were not consistent with the brand mantra were out-rightly rejected.

While designing a brand mantra- always keep these three important points in mind-

Communicate- Simplify- Inspire

In the core of your brand positioning strategy, lies brand mantra which will further be the decider of what, how and when of marketing your brand. Apart from its external communication, it is also important for your internal stakeholders to understand what the brand really stands for. And this has a lot more considerations to be kept in mind as compared to the slogan or the tagline. While a slogan or a tagline is devised keeping in mind the consumers at the center of the positioning bull’s eye, a brand mantra is designed keeping the brand itself in the center. Your employees might not completely understand by themselves the essence of ‘Just Do It’ but they can very well understand the essence of authentic athletic performance. A Brand Mantra gives you a chance to further make your internal brand philosophy clear to your internal stakeholders and even to the investors apart from obviously assisting the marketing and creative teams to basically ‘stick-to-the-brief’.

Some Brand Mantras worth a read-

Wholefoods- Bringing healthier foods to world & creating a workplace based on love and respect

Starbucks- Rich, rewarding coffee experience


Haier- Customers as foundation of innovation

Nike-Authentic Athletic Performance


What is your brand mantra?

An internalized statement for a company’s core values, operations, mission and ethics; you absolutely need to have a brand mantra to communicate the organizations’ core function or core belief. Your employees and all those who are involved in the operations of the business directly or indirectly, need to be supplied with this mantra in order to stay perfectly in sync with what you are doing, why you are doing and where do you wish to reach through everything that you are doing.

Remember, your brand slogan or tagline is NOT your brand mantra. The slogan is an external manifestation of your brand mantra.

Would love to know more companies and their brand mantras. Leave your comments in the comments box and feel free to hit off a discussion or simply share your thoughts.