After your logo, your rallying cry is one of the most important assets your brand possesses. It is the distillation of all the things that make you unique and meaningful. As such, your rallying cry is the most potent verbal expression of your brand and your purpose.
Needless to say, It is imperative to get it right.
Your rallying cry must do more than tell us what you are (The Foremost Supplier In The Tri-Lake Area!) Or how you do it (Service Is Our Number One Priority!) In fact, it shouldn’t be about you at all. Rather, it should exist to inspire those you hope to serve — both inside and outside your organization.
The anatomy of a great rallying cry
There are two primary principles that guide the creation of a great rallying cry. We already introduced the first — it must have the ability to reach across all the groups of people you hope to engage. It must be meaningful and motivating to those inside your organization. Outside of your organization, it must be equally as meaningful and motivating to your customers, prospects, influencers, and all those that your brand touches.
The second principle is that your rallying cry must connect on multiple levels. From a rational standpoint, it must point to the things that make your brand and purpose unique. From an…
