Gone are the days of repetitive and generic campaigns, today’s marketing landscape demands creativity, authenticity, and distinctiveness. Crafting an effective single minded proposition is your tool to cut through the noise and make an impact. Unlike a tagline, your single minded proposition is your brand’s North Star, guiding your communication strategy and inspiring creativity. It’s not about shouting the loudest, but about speaking with purpose and delivering value.

Just as Persil transformed a mundane category with “Dirt is Good,” your brand can leave a lasting impression by uncovering its own unique proposition. Let your single minded proposition be the foundation of creativity, driving campaigns that not only capture attention but also inspire genuine connections.

If the journey to finding your single minded proposition feels daunting, then this article is a great place to start.

So, what is an single minded proposition?

Not to be confused with a tagline or strapline, a single minded proposition is the one compelling reason that a consumer would want to buy your product or use your service. It should be viewed as the most important thing that you can say about your brand. It sits at the heart of a great marketing story as we talked about with Persil. It can also be known as a Key Message or One Important Thing or Key Takeaway or Point of Differentiation.

It is a simple statement and it’s never more than a sentence. It’s about ditching the all the waffle and cutting to the chase.

Here are a couple of great examples of SMPs from campaigns that you may recall:

Why is a single minded proposition so important?

The marketplace is crowded with competitors offering similar products with comparative benefits, targeting the same customers.  But being completely frank, telling customers what you do isn’t actually that important. What you do for your customers is the most important. This is truer than ever, given the top-down communication approach is pretty much redundant in today’s world and most brands are now fighting to find new and engaging ways to encourage participation with their products and services.

The very best communications focus on one thing; Simple-Minded Proposition. Of course, your product has many great features and benefits that will endlessly enrich lives and are worth shouting loud and proud about. But if you try and cram as many messages as possible into your communication strategy, you risk meaning nothing to anyone. The campaign message quickly becomes diluted.

So ultimately, if you can land on a killer single minded proposition, the thinking of your marketing team, creative team and/or agency will be much more streamlined ensuring the creative juices will be flowing from the outset. A great SMP is memorable and brave! But most importantly, a great SMP can lead to memorable campaigns that evoke emotion in the consumer and make communications much more effective.

What’s the difference between a tagline and single minded proposition?

An SMP is usually not customer-facing or for public consumption. It inspires creative and kick-starts big thinking. A tagline on the other hand more about customers and the value your product provides. Think of it like this – the SMP is the umbrella or ‘North Star’ in the creative process. All communications (including the tagline) should fall from the SMP.

There are however some rare occasions where the SMP and tagline are the same for example – Apple iPod – 1000 songs in your pocket.

How to write a SMP

1. What are THE most important features of your product or service?

Write down the best features of the product or service. What makes your product unique? These are rational, literal things. Dig into the data to understand your customers. Become the consumer. Get to know the product well. Which feature will talk to more of the target market? What can your brand own? What can you claim that the competition can’t?

2. What are the benefits of the features you’ve identified?

Think about what’s in it for the end user. Which feature stands out the most? Why do they care? How do you improve the quality of your customers lives? Remember that benefits talk to the heart. Simply tell your customers why they want it.

3. Agree on one thing that will drive a customer to purchase.

Create a shortlist of everything you’ve written down above and agree on one thing. Remember, deciding what not to communicate is just as important as deciding what to communicate. From here you’ll be able to draft your SMP and you may well go through many, many iterations before one sticks. Remember the Dirt is Good. We know research tells us that consumers respond much better to one idea, so be brave and don’t dilute it.

4. The elevator pitch

Einstein said: “If you can’t explain it simply, you don’t understand it well enough.” Can you say it in one sentence without having to explain anything further? Could you put it on a billboard in Piccadilly Circus on a busy Friday night and your consumer would want to buy your product or service? If the answer is yes, then you might just have landed your killer proposition.

Are you struggling to define your single minded proposition or find one that sticks? If so, then we have a talented team of BIG thinkers experienced in future-proofing brands, just get in touch.

Ever-changing social media and the growing power of employee voices have shifted the traditional boundaries between internal and external communications, presenting a fresh set of challenges whilst also offering exciting opportunities for communicators. This shift calls for a strategic approach that bridges the gap between internal and external messages, fosters seamless communication and embraces the power of a fully connected world

The rise of the employee voice

Gone are the days when internal communications were focused on employee news and updates, and when marketing teams held total control over the brand image presented to the world. Through digital channels and social media, employees have had a platform to share their thoughts and experiences, making their voices stronger than ever before. Internal communications easily and quickly become external news, carrying the potential to impact a brand’s reputation far beyond its intended audience.

Through this change, the impact of negative employee voices is also growing and we are increasingly seeing consumers holding brands to account for the way they treat their employees. A recent ‘Strength of Purpose’ report found that consumers in North America and Europe rank ‘Treating Employees Well’ as the top attribute of a purposeful brand.  The study also found that a massive 76% of consumers have taken action in response to a brand doing something they disagreed with, including no longer buying from the brand, switching to a competitor, or discouraging others from supporting that brand.

Case in point: Twitter (or should we say X?) experienced firsthand the consequences of this blurred line. When Elon Musk’s internal communications were leaked externally, it had a catastrophic effect on Twitter’s brand perception and even influenced Tesla’s revenue and credibility. This serves as a stark reminder of the need for thoughtful internal communication strategies that safeguard a brand’s reputation.

Creating authentic connection

Today, job seekers and consumers look for authentic content that reflects the culture and values of a business. Traditional marketing methods and a focus on just showcasing your product or service benefits are no longer enough. Brands are realising the importance of engaging their employees and ensuring that they feel informed and aligned with the company’s values.

While internal communications remain essential, in order to successfully navigate this new landscape, internal and external communicators must collaborate closely. Maintaining strong and consistent communications strategies has never been so important.  Shifting to a content-first approach and prioritising high-quality content, irrespective of the audience, will allow for greater control of the narrative and consistency in messaging inside and outside of the organisation.

By embracing this evolution and recognising employees as powerful brand advocates who can have a significant impact on brand reputation, businesses have the opportunity to create authentic and genuine connections with both internal and external audiences.

Let’s embrace the opportunities that the blurred line between internal and external communications offers. Talk to us for support with a seamless communication approach that resonates with all your audiences.

This prestigious ranking by Great Place to Work UK acknowledges businesses that not only cultivate a great working culture but also strive to create a positive and supportive environment for women.

At Something Big we avoid the ‘work hard, play hard’ culture that our London counterparts have become famous for, and instead, we concentrate on doing great work together. We work hard to avoid late-night deadlines by investing in great planning and scheduling so we can maintain our responsiveness to our clients without the cost to our team.

This approach has attracted ambitious, high-performing, experienced, and talented individuals who seek a balance between meaningful work and a fulfilling personal life. As a result, our employe surveys show that Something Big is a great workplace for all.

Understanding the UK’s Best Workplaces for Women rankings

The UK’s Best Workplaces for Women™ rankings are based on the renowned Great Place to Work® Best Workplace™ survey, recognised worldwide as the largest and most rigorous assessment of workplace cultures. To compile this list, Great Place to Work® evaluates women’s experiences in the workplace, considering factors such as trust, equal opportunities, and representation. Women’s reports contribute 85% to the ranking, while gender representation in the workforce and management accounts for the remaining 15%.

As Benedict Gautrey, Managing Director of Great Place to Work® UK, explains: “We’re delighted to announce our 2023 collection of the Best Workplaces™ for Women for the sixth consecutive year. This list celebrates the workplaces that are not just providing a great work environment for all, but are ensuring they’re creating a positive and supportive environment for women too. Each of the companies on our list have been commended by their own female employees who have anonymously told us their workplace has gone above and beyond to ensure that women employees are treated fairly in terms of recognition, training, and promotion opportunities. Ensuring people aren’t discriminated against, placing positive value on our differences, creating fair access and advancement for all, and fostering a sense of value and empowerment in employees is what being a Great Place to Work® is all about. It is fantastic to once again celebrate so many Best Workplaces™ for Women this year, across all sectors and organisational sizes.”

Championing gender equality for fairer, healthier, and happier workplaces

While we are delighted to be recognised as one of the UK’s Best Workplaces for Women™, we also acknowledge that many workplaces still face challenges in achieving gender equality. To learn more about this topic, our CEO Sally has shared an article discussing three necessary steps to foster gender equality in the workplace.

If you too are on a journey of cultivating a workplace culture that values employees and their right to fulfilling work and a balanced life, we would love to hear from you.

We are committed to creating a meaningful difference, not only through the impactful communications we produce for our clients, but also in the way we operate our business. For us, making a meaningful difference is more than good intentions and promises; it’s about taking proactive action. That’s why we are thrilled to present our FY23 Impact Report, titled ‘Growth redefined’. This report is proof of our unwavering commitment to redefining what growth means and creating a positive impact.

Our impact report provides a comprehensive overview of our efforts in the areas of Environmental, Social, and Governance (ESG) from April 2022 to March 2023. It delves into our initiatives and outcomes, showcasing how we are integrating sustainability, inclusivity and responsibility into every aspect of our business. From raising our voice about the harm of plastic pens to creating a county-wide LGBTQ+ network, our report highlights the tangible steps we have taken to make a difference. We are also excited to share our plans for the year to come.

Our commitment to impactful change

While doing the right thing has always been part of our DNA, our passion for making a positive difference has never been stronger. ‘Growth redefined’ summarises the progress we have made and the impact we have had over the past year. It is a testament to the dedication of our team, who consistently go above and beyond to create meaningful change. Creating a meaningful difference is not a catchphrase for us; it is the driving force behind everything we do. When we encounter challenges, we take action. We don’t shy away or stand on the sidelines; we stand up for what we believe in, even when it’s not easy.

As we celebrate the publication of ‘Growth redefined’, we are excited for the future and the opportunities it holds. Our commitment to making a meaningful difference remains steadfast, and we are eager to continue pushing the boundaries of what is possible. We invite you to join us on this transformative journey as we redefine growth, embrace sustainability, and work together to create a better world.

Engaging your employees and delivering critical health and wellbeing communications is not something you can just tick off the list once a year, nor is it something to pick up when your culture, productivity or morale seem a bit low. Employee wellbeing should be a long-term and ongoing commitment. Clear, consistent and ongoing communication about the importance of physical and mental health is vital.

Use this calendar to help you plan your employee wellbeing programmes for 2023. The calendar includes key health and wellbeing awareness dates throughout the year to keep your business on track.

At Something Big we’re BIG into planning so it’s no surprise our recommendation is to create an annual strategy that works for your business, observing key dates that are relevant to your industry and workforce.