Permission Structures

People use Permission Structures to explain, and sometimes excuse, their behavior. There are four Permission Structures. By identifying how your brand chooses to recognize permissions, you're basically communicating, "Go ahead, give yourself permission to use our brand!" Your brand collaborates with people to help them feel better about the brand decision they've made.

Here's a description of the 4 Permission Structures:

Functional-based.

A person will make a decision to engage your brand because there is something desirable added in, or something undesirable taken out. Here's an example. Miller Lite communicates both of these attributes. "Great Taste," (something desirable added in). "Less Filling," (something undesirable taken out).

Situational.

This is when a person explains his/her behavior by saying "I have to do this because of my situation." Dunkin' Donuts appeals to this Permission Structure. The brand doesn't promise a coffee experience, like Starbucks. No ... no, Dunkin' Donuts is for people who need to rush in, get their coffee, and rush out. Hence their tagline, "America runs on Dunkin'."

Emotional.

People give themselves permission to engage a brand because they want to reward themselves. Godiva is a brand that has effectively used this Permission Structure. A recent outdoor campaign was, "You Go Diva!" Get it? They actually play off of their name, while appealing to this type of permission. It's a great example of branded permission!

"Not Me."

A person uses this permission to avoid being responsible for the brand decision. The Kix tagline is, "Kid tested. Mother Approved." The brand is appealing to a woman who has kids who ask for Kix. They want it because it's so tasty. She can't resist ... after all, it's been tested by kids and approved by other mothers!

Which Permission Structure does your brand appeal to most frequently, or which one do you want people to use when engaging your brand? By identifying the lead, you'll be able to develop motivating communications.