Bricks and Mortar
At Zimmer we use a system called bricks and mortar to create successful branding campaigns. The bricks represent the individual stories unique to your business that dramatize your unique selling proposition. You highlight only one brick at a time and really focus on making these stories connect emotionally with listeners. Once you’ve told listeners one story, or laid one brick, you move onto the next brick.
The mortar part of the equation focuses on consistency. Whether it’s a consistent voice, a jingle, a slogan, the music bed, your branding needs an identifiable element which stays the same throughout the year. Your bricks, or stories, change throughout the year, but the mortar stays consistent and helps people to immediately identify your brand.
The bricks and mortar system is a simple but incredibly effective brand building tool.