Brand formula

Brand formula helps us to visualize key factors of brand story. It helps us visualize brand identity complexity on one page. Brand formula does not represent essence of a brand. Brand has no essence. Living (complex) systems have no essence. Branding standard model formula simulates complexity, but has to be understood as frozen in specific time/space moment. ┬áThat means that brand formula represents brand identity, but is not brant itself. Brand is alive and is as such closer to story that to brand formula. Brand stories emerge from brand formula element’s permutations.

Let me explain last sentence. Brand formula as frozen representation of brand identity has nine elements. Special Standard Branding Model procedure normally brings couple of expressions of each of nine elements. While Vision for instance should come as one solid statement, it is preferred to have not less that three key values, but at the same time not more than 5. On the other hand there are as many functional promises as there are products or services within the brand. But in any case finally we get limited number of brand identity propositions. And from here on life begins. How?

Imagine how many sentences can you make out of 30 or 50 elements using also auxiliary words, ballast words? Limited but extremely vast number. Not all sentences would make sense, but many of them would by definition set meaningful brand story. If storyteller sticks with brand identity elements as unavoidable elements of the story, then the result should be a brand story by definition.

In brand identity development I take this simple truth also in another direction. If the story that is knitted (another world for mathematical permutation) from brand identity elements does not make strong sense, then this is the sign the brand elements do not really represent a brand or in worst case that brand itself is not focussed.

Please note that being focussed does not mean having USP. Extremely complex entities can be extremely focused but at the same time also not being obsessed by USP.

But even brand stories can not represent brand in it’s complexity. Brand emerges as a result of interaction between a subject (brand consumer) and brand moments of truth. Moments of truth are points where user experiences brand. In fact brand does not exist but through moments of truth. Outside those moments brand is pure potentiality. So brand formula represent us a picture of brand’s potential values that can be actualized through user experience. Since each user is in itself unique complex system, each actualization is different from another. Brand formula is the simplest tool that helps us to manage brands.

As mentioned many times in this blog: each identity in memetic world is at the same time already a brand. Saying that we also take in account that each memetic reality follows simple rule explained in this blog. Since people are differentiated from the rest of biotic environment only by memetic nature we can say that everything that can be explained as human could or should be explained through brand identity principles and brand story execution.

This is the shortest possible story about brand, brand identity and brand actualization. Brandlife (2016) is revealing this story in full.


Andrej Drapal