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Sell the Sizzle, not the steak: Finding your brands Strategic Theme

  • Writer: Jonathan Soberanes
    Jonathan Soberanes
  • Nov 26
  • 3 min read

A person deciding what to eat for dinner, illustrating the moment of choice in branding.

The Moment of Choice

Picture this: You’re sitting in traffic. You’re hungry. Suddenly, your mind drifts to dinner, and in a fraction of a second, you decide: Pizza. Specifically, that local spot you love.

Why did you make that specific choice? Was it the sauce? The price point? The memories attached to the place?

Here is the reality: You didn't consciously weigh these options in a pros-and-cons list. Your brain made a snap judgment based on a relevant benefit.

Brands succeed only when they stand for something that matters to the person making the choice. To win that split-second memory game, your brand usually needs to align with a specific, definable benefit.

Today, we are breaking down the Six Strategic Themes of Branding that define successful brands. Which one are you?


The 6 Strategic Themes of Branding


To cut through the noise, successful brands usually align with one of these six core benefits.


1. Accessibility (The Benefit of Scale)


  • The Promise: "We are everywhere you need us to be."

This theme thrives on scale. Think of Visa ("Everywhere you want to be") or Walmart. These brands win because they eliminate the fear of scarcity. They are always open, always available, or always the lowest price. If your strategy is being the easiest option to find or afford, you are an Accessibility brand.


2. Feature Focus (The Benefit of Functionality)


  • The Promise: "We do this specific thing better than anyone else."

If accessibility is for the "everybody," feature brands are for the "somebody" who wants superior performance. Think Microsoft (features for everyone) or Skullcandy (specific audio profiles for skaters and snowboarders). These brands win on utility and specific capabilities.


3. Approach (The Benefit of Philosophy)


  • The Promise: "How we do it matters as much as what we do."

This is for the consumer who cares about the method. American Apparel succeeded by promoting fair wages and US manufacturing. The product might look the same as a generic, but the approach adds the value.


4. Personality (The Benefit of Relationship)


  • The Promise: "We aren’t just a company; we’re a friend."

Sometimes, the relationship trumps the product. Zappos hires for attitude and trains for skill, creating a culture customers adore. When a brand feels like a person (think Oprah or Jack Spade), customers are willing to forgive mistakes and stay loyal because they feel a personal connection.


5. Cause (The Benefit of Moral Purpose)


  • The Promise: "Buying from us makes the world better."

These brands align with deep-seated beliefs. Dove’s "Real Beauty" campaign wasn't just about soap; it was about democratizing beauty.

  • Warning: If you choose this path, you must be disciplined. You cannot push the cause aside when sales quotas get tight, or you risk looking inauthentic.


6. Lifestyle (The Benefit of Belonging)


  • The Promise: "We help you become the person you aspire to be."

These brands are often irrational—and that's their strength. Ralph Lauren sells the dream of the equestrian life to people who have never ridden a horse. Lifestyle brands validate our aspirations and help us shift into the identity we want to project to the world.


How to Choose Your Lane


You don’t need to manufacture a "trick" to lure customers. Real brands begin on the inside. To find your strategic theme, gather your team and ask these three questions:

  1. Why do people show up for work here every day?

  2. What do we think we’re doing to create value for our customers?

  3. If this brand evaporated tomorrow, what would be lost?


The Changing Landscape


As you determine your theme, keep in mind that the market is shifting.

  • Feature brands are increasingly using AI integration as a primary differentiator.

  • Cause brands are finding that sustainability is becoming a standard expectation rather than a unique selling point.

  • Personality brands on platforms like TikTok are pivoting away from pure aspiration toward "de-influencing" and radical authenticity.

Ready to define your benefit? Don't let your customers guess why they should choose you. Pick your lane and own it.

 
 
 

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