Hello again. So, we have now learned how to write insights that pertain to the consumer and to the market or category. To complete a brand house, you also need to look at the core brand insight. It doesn't really matter where you start the exercise. The my personal preference is to start with a consumer, but many brand teams start with the brand insight because it is the easiest to suss out once you are clear about your point of difference and the brand's functional and emotional benefits that you are delivering on. In doing so, it will inevitably express the way the brand delivers on the category motivation as well. This is because the relevant brand difference or brand insight attempts to summarize the functional and emotional benefits of the brand that the core consumer is most engaged with. Indeed, it is almost verbatim of what current consumers today would be saying about the brand and the way the brand is relevant and enticing to them. As with the consumer insight, a brand insight is only meaningful if you're able to observe, question, and understand deeply enough what makes your brand so special to your consumers. Since we are talking about your core consumers, it makes most sense therefore to highlight the emotional benefits that tie consumers to your brand in the first place. So, why did they connect so well to this brand? What does it say about them? Yes, you've guessed right. Deep down, a brand insight talks about relevance and you can get to a suitable insight if you really dig deep into the following questions. The first one, what is uniquely interesting about your brand? It may be anything, experiences, most memorable moments, images, emotions connected to the brand. Number two, what are the brand passion points? Check carefully if there is anything in the way your brand is used or what it is used or how ritualistic the relationship with a brand is, and the third question, what is the sensory relevance of your brand? Is it delicious tasty and creamy? Or is it visually striking? Perhaps, it's not even surreal. Touching, sight, and hearing, and smell, all at the same time. In summary, a brand insight will focus on what the brand gives to its consumers. What he or she are getting out of having a relationship with a brand. We call this the consumer benefit. Sometimes, and this is most interesting, the brand insight will focus on how it makes their consumers feel and we call this the emotional benefit. You will be reading and how these different elements help build brands in your next assigned reading on the benefit ladder. Have you had the time to look through the assigned video? It belongs to the iconic British brand Guinness, and it's one of the most acclaimed British had ever made. This advert plays almost exclusively on a brand insight. Even if it tried to really well to core insight, core consumer insight as well. A good Guinness needs to settle one is this drafted, right? Only then do we really appreciate its deep, strong, velvety flavor. This advert turns a ritual of usage into an advantage for the brand. The powerful visual imagery talks directly about the strength and power of the drink, functional benefits. But also about the deep emotional benefit one gets from patients and waiting. Good things come to those who wait. Like in surfing, when you finally get the good wave. Keep practicing with insights. They're hard to come by. But when you finally get to them, they are such an aha moment. I strongly believe branding is all about insights and the more powerful your insights, the better your storytelling and the more evocative your brand identity will be.
