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?

Wait. There's more. That line 'We're for dogs' also has the potential to go beyond merely advocating for dogs. It holds the potential to create a movement. It becomes a rallying cry to do things like support dog shelters and pet adoption. This allows the prospects to go beyond simply being an audience for the message. They can become participants. Maybe it's knowing that part of what you pay for the product goes to support the cause. Or maybe it's as simple as being given the opportunity to donate to the brand's foundation to help support good works for dogs.

When you deliver multi-layered brand messages like this, you can double and even triple your potential impact.

Being memorable

The onion approach has another benefit as well. It makes you memorable.

When a message has depth, it gives prospects an opportunity to engage to discover the different meanings. That engagement gives your brand staying power with your prospects.

While your competitors assail prospects with their shallow messages like "The leader in quality" (I have actually seen this one), you'll be engaging them with smart language that has a depth that helps those you hope to serve to feel something.

Awesome things happen when you help prospects feel something.

Finding your layers

As you craft a brand message, think carefully. If you thoughtfully select your words, you could give your brand message layers of meaning. And help those you hope to serve feel like they have discovered something special with your brand.