We share an example of when a key message is elevated and used to target customers in an equal way with a brand story.
We often get asked about whether brand assets can be used interchangeably and how that works.
Most of the time, the background to the question is to help lean business teams save time and attempt to use the same asset across different brand needs. Of course, the standard counsel remains “it depends”, but the action is generally frowned upon as being lazy, and not customer-focused.
Quick recap, a brand story is created to tell a customer what you do, who you sell to and invoke an emotion you want this customer to feel when interacting with your brand. A key message is a precise summary of what you do, how you are different and what value you give to a customer different from your competitors.
However, realistically there are instances where a brand story and a key message can be treated with the same amount of attention, despite serving different needs. These assets are still crafted differently from each other, and are meant to attract or explain to different customers.
When brand and message collide
Our example’s – Paradise Group – story began in 2002 with the launch of Seafood Paradise. The restaurant gained popularity by providing sumptuous meals at reasonable prices. Deciding to expand, they opened a second outlet at the
iconic Singapore Flyer. This helped the restaurant increase their local fan base and also an international customer group appreciative of Singapore seafood delights.
As of 2021, Paradise Group owns a total of 11 culinary concepts across 9 countries with more than 60 restaurants worldwide.
An interesting observation regarding the use of their brand story and their key messages is that they drive both their positioning and their key customer benefit equally through marketing channels.
Paradise Group’s brand story is focused on positioning and protecting their reputation as the ‘paradise for oriental cuisine’. Their key customer message is that they provide good food at good value.
Both the brand story and the key message do not conflict with each other, and in fact reinforce the customer’s understanding of the benefit and offer for them.
We observe that the main customer segment Paradise Group has targeted frequently are young families. The assumption made is that this group values convenience and good pricing and can also be rather price sensitive. This is especially more so as we navigate the pandemic.
By having a strong focus on a tactical message, Paradise Group is staking out their niche and claiming the good value category for themselves. This is supported by various updates, promotions, and announcements created for the benefit of this young family customer segment.
The brand story works here not by helping with new-to-the restaurant customers or those looking to try a new culinary concept. Instead, it serves to filter the young families segment into those that are want oriental cuisine and want it at a good price or deliver a good value.
Do the brand assets work interchangeably?
Can we save time and money by using the same assets throughout?
No, it’s not worthwhile and sends the wrong message to all the different customers a brand might have.
Can brand assets work with a varying amount of attention split across marketing channels?
Yes, there is no golden rule that a brand story should get the lion’s share of focus or resources. Especially if we find that a tactical key message is more relevant and useful in securing the attention of a customer.
We are Brand Utility is a business consultancy. We work with brands in the corporate, professional services, retail, travel and technology spaces.
Our principal consultant is a registered management consultant, certified and recognised by the Institute of Management Consultants Singapore.
We offer strategy and tactics to support growth outcomes - revenue, scale, regional expansion and market entry – for our clients.
Areas of support include:
· Strategic communications: Approach to market, brand concept and map, positioning, messaging, story and narrative, thought leadership
· Marketing: Campaign/programme planning, story-based marketing execution, digital marketing, community amplification, content planning and production, go-to-market execution
· Lead generation: Digital advertising, social media advertising, social commerce, e-commerce
· Integration of marketing with business operations: We plan and execute as a seconded marketing and/or PR lead for your brand
Discover more about our services at our website or book an exploratory consultation through this link.
Image from Paradise Group website.
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