Meditation 1How to Use a Brand Mantra

Categories: Branding
Comments: 2 Comments
Published on: July 13, 2012

Recite Your Brand Mantra ()

Meditation 1

According to the article on Wikipedia, a mantra is a sound, syllable, word, or group of words that is considered capable of “creating transformation”. That’s a powerful thing that I think everyone should have. And if you look, you may already have it for yourself. Take a moment, when it is quiet, to think about this.

Finding a mantra for you is a personal thing, and so I won’t go into it much here. What I wanted to talk about instead is how you use your mantra, in particularly in marketing. Because, if it is a powerful thing for an individual to know their mantra, it is a vastly important thing for a brand to know its mantra.

Over and Over…

One classical way a mantra is used is by reciting it aloud over and over while striving for something (usually meditative peace). And so, it makes sense for a brand to do the same thing, but there are differences. While a personal mantra is there to help you achieve transformation in your own mind, the brand mantra is for creating transformation in your audience’s mind. And the tricky thing is that, while a person may recite a mantra over and over while striving for something, your audience may be striving for something entirely different. So the first step is to figure out what that is.

Marketing and Your Prospects’ Goals

At all times, whether they know it or not, and whether you can identify it or not, your audience is striving for something. Yes, some of them are striving for lunch, some for a cigarette break, some for a cup of coffee. That’s not what I mean. There are the immediate goals that are front-and-center in our active mind, but what I’m talking about are the long-term goals, the dream of achieving something monumental in your life. That can be starting a business, being published, having children, etc.

Now, of course your product or service is not all things to all people, and it shouldn’t be. Whatever you are offering may not have anything to do with those lofty goals buried deep in your prospects’ subconscious. But your brand mantra ties it to them nonetheless. If you are marketing widgets to engineers, your brand mantra may be the perfect system design. It may be career advancement. It may be the conquest of math and science over softer, artsy concerns. Whatever it may be, your mantra will create transformation in those engineers, touch upon that nerve, and bring their attention to you.


You may think that, once you have your mantra, you should start reciting it over and over monotonously. That may work for personal transformation, but your audience requires a sort of “immutable changeability”. What does that mean? It means your mantra isn’t the words, it is the unchanging message behind the changing words. If you repeat the same thing over and over, no matter how apt it may be, it will quickly lose its power. Instead, repeat the message over and over using different words or phrases. Especially with online marketing, where duplicate content is risky for SEO, you should have a variety of phrases available to help bring transformation to your audience when they encounter your brand.

What is your brand mantra? How have you used it in the past?

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Meditation 1
2 Comments - Leave a comment
  1. Dan says:

    Hello! I’ve reading about mdnnfuliess and meditation for quite some time,yet sometimes I still am unable to focus. I tend to think that I have been living life mindlessly, doing things merely because it has been my routine for my whole life. I went into a meditation class, trying to change my perspective in life and being aware of myself and the life I am living. I have always had questioned whether I will be able to attain the state of “inner peace” by being mindful, but I guess I’m on my way by knowing what I truly desire. I hope that like me, others will find ways to feel better through meditation. It does not take much time or money to achieve a sense of balance and peace of mind.

    • David Fallon says:

      Hi Dan,

      Yes, mindfulness and meditation is not something you can just “start doing” and expect to be very good at it. Just like many other skills, it requires a certain dedication and repeated practice to improve. Unfortunately, my blog isn’t about these topics, but I’m glad to discuss them in the comments.

      I really believe in the famous Socrates quote: “The unexamined life is not worth living.” Don’t worry that you are not immediately good at meditation, or that you can’t immediately attain the state of “inner peace”, those things take practice. But you should celebrate and feel proud of the fact that you have taken the first step by looking within, not just without. The people (and businesses) you should feel sorry for are those who can see everything clearly but themselves.

      Thanks for the comment!
      David Fallon

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