Why your brand message should be like an onion

In a previous post, I laid out 4 ways to improve your brand message. After writing that post, it occurred to me that I left out one of my favorite pieces of advice for any brand.

Be an onion

Layers. Onions have layers. Your message should have layers, too. Your message becomes exponentially more powerful when you can build in multiple meanings.

A few years back, Pedigree pet food had a line that read “We’re for dogs”. I usually counsel brands to focus the message on those they hope to serve rather than talking about themselves. But this one is an exception because of the dual meaning of this line.

Obviously, the line identifies that the product is for dogs (duh). If you saw the line, that may be all that you got from it. And that would have been okay. Because it helped prospects understand the product’s focus.

The second or third time you saw the line, you would get the other side of the message. That message is that Pedigree is an advocate for dogs. When you realize the brand message has a second meaning, it’s like discovering the brand all over again. Moreover, uncovering the hidden message can release a little dopamine for the prospect, boosting their mood. And who doesn’t like a little dopamine?