Brand mantra is a set of words that parsimoniously define the value of a brand. It highlights points-of-difference from other brands and offers clear guidance to ensure customers’ impressions are brand-appropriate. Brand mantra is a product of the STP process, created to aid the overall management of brand-related activities. One of the brand mantra formats are tri-level, conveying the emotional, descriptive, and functional perspectives of the brand. For instance, since McDonalds’ adopts the brand mantra of “fun, family, food” its menu design has to be relevant to “fun and family.” Eventually, beer is not included in the menu of McDonalds’ because it is against the brand mantra. Brand mantra differs from brand promise or mission statement, as it is often used internally to keep operations in line with the company’s positioning strategy.
For example, after carefully craving its STP process, an economic hotel chain may establish a brand mantra of “simple, bright, and quick” which the management uses to examine whether its room layout, facilities, amenities, choice of stationary, staff attitudes are consistently delivering the brand value. At the same time, the management may not set up a lounge bar or cigarette cabin because such facilities are not compatible with the value defined via a brand mantra.