To optimize the potential impact of a brand strategy, we believe that the defining thought for the brand should be a powerful, differentiated idea that inspires both consumers and employees with a shared sense of meaning and purpose. We call this idea the brand theme.
Too often the internal mission for the organization (or brand team) is not connected to how it wants to be viewed by its consumers so the employee’s day-to-day actions are not aligned with the desired reputation of the brand. This results in a confused and inconsistent brand image. A brand theme solves this problem because this one idea acts as the mission internally and the positioning externally. Just as the theme of a novel must inspire the author to write the book and also touch the reader, so should a brand theme inspire employees and consumers through one compelling idea.
The brand theme should drive all of the company’s decisions, not just those related to communication. It should determine what you do not just what you say. Ultimately, the brand strategy and the core business strategy need to merge.