Search Results for: case study

BN Branding golf industry marketing case study (GNL Golf — Lady Lake, Florida)

Golf industry marketing and advertising (a case study)

Let me tell you a success story from the golf industry. Not a rags-to-riches thing, but a success story, nonetheless.

It began back in the golden age of golf, when Johnny Miller and Jack Nicklaus were battling with even older greats like Arnold Palmer and Sam Snead.

Back then, golf industry marketing and advertising was a much different proposition. It all revolved around the golf pro at the country club.

John S. Ford was a young, hippy prodigy who worked in the custom club department at MacGregor Golf. He made clubs for Nicklaus, Palmer, Snead and many other top-name pros, and made a name for himself in the golf industry.

Fast forward 35 years…

John Ford’s still making hand-crafted golf clubs, but for the average, retired golfer out of a shop in Central Florida that he called The Golf Institute.

When I met Ford he was running an inefficient, old-school operation.

No different than most golf industry marketing and advertising. He relied entirely on word-of-mouth, and he spent at least 45 minutes pitching every person who walked through the door. His closing rate wasn’t bad, but he also scared off a lot of people. It was not an efficient system.

He knew he needed a better system, so after interviewing a bunch of golf product marketing companies we went back to the drawing board. Together.

The first step was to discover the heart of his business. Show me your soul and I’ll show you your brand. It’s a proven process that appealed to Ford’s analytical nature.

While Ford studied marketing I studied his business. I witnessed the miraculous work he does with lousy golfers. I went through his process myself. I felt it all… Skepticism, curiosity, hope, and finally, my own ah-ha moment.

Then I wrote the book on Ford’s brand.

We narrowed his audience. We identified the key storytelling elements, the archetypes involved, and a pyramid of marketing messages.

It was a crossroads, both for Ford’s business and for his golfing customers. They could stay on the common path of frustration, or they could take a more direct route to lasting improvement.

Our insight proved that it’s not about club heads, shafts, or even Ford’s engineering prowess. It’s contentment after every round of golf. It’s hope, preparation the payoff of better play.

The name “Golf Institute” didn’t jive with the core brand concept, so step two became a quest for a new business name.

That’s where Ford and I disagreed.

“Golf at the Next Level” was not my first recommendation. Nor my second.

It ranked low on our “memorability” scale. And it didn’t have a nice ring to it.  (Also low on the audio quality scale.)

But it’s very literal, which he liked. And the tag line, “Up you go,” sealed the deal for him.

While our design team was working on the brand identity, I was showing Ford how he could transform his selling process from a time-sucking nightmare into a money making proposition.
BNBranding case study golf industry marketing
“Why don’t you do classes,” I suggested. “Get 10 or 20 people at a time and have them pay you to hear the sales pitch. Wouldn’t that be a lot easier?”

That’s how the “See Putt Sink” putting workshop was born.

Ford wanted to keep the classes simple, so we came up with the minimum viable product… For just $29 Ford would change your perspective on putting forever.

That’s a value proposition that resonates.

We built a website that pushed prospects to the putting workshop and enabled them to sign-up and pay online.

Then we did direct mail and local newspaper advertising to push traffic to the website. Everything is integrated, with the same messaging and the same graphic style.

Anyone who contends that print advertising is dead should talk to John Ford. Every little ad that he runs in the local paper fills up weeks worth of workshops. The ROI is indisputable.

The biggest challenge with the advertising was the amount of information, and the process of elimination. Ford wants to say everything, in every ad. We prefer brevity.

He wants to explain. We want to entice.

Today, 93% of Ford’s revenues come directly from the workshops. His sales pipeline stays as full as he wants it to be, and he doesn’t have to spend time making individual sales pitches.

Not only that, his closing ratio has improved.

The people who attend his classes are more informed because they’ve been to his website. Their expectations are set, they ask better questions and they’re more primed to buy.

So in a nutshell, Ford has an efficient new sales pipeline that’s constantly full of well-qualified leads. They pay him to listen to his sales pitch, and he closes 80% of those who attend a class.

Wouldn’t you like to have that business model?

It’s easy, and it costs a lot less than you might think. In fact, the first meeting is free.
Just click here to schedule a call. 

2 Keen brand strategy on the brand insight blog BNBranding

Keen Footwear is a great branding case study. If the shoe fits.

Keen brand strategy on the brand insight blog BNBrandingApparently, I have peasant feet.  At least that’s what the nice sales person at REI told me as I was buying a pair of Keens.  That comment inspired me to use that brand as a good branding case study.

Here’s how the story goes…

Back in medieval Europe, peasant’s feet were short and stubby, with toes that were all close to the same length.

Noblemen, on the other hand, had narrow, pointy feet, with toes that tapered off like an Egyptian profile.

Keen shoes seem to be tailor-made for peasants.

I’ve purchased two pairs of Keens for work, one pair of sandals, and two pairs of light hikers because they fit my feet perfectly. But I’ve never heard anything from Keen about fit. ( Or about catering to peasants, for that matter.)

Instead, the Keen brand strategy revolves around the theme of the “hybrid life.” Where did that come from, you might ask.

 

 

Like most great brands, Keen was launched with one simple idea. Their entire brand strategy focused on sandals with toe protection. It’s yet another branding case study that proves the power of singular focus.

Designer Michael Keen’s ah-ha moment derived from his experience as a competitive sailor.  At the time, serious sailors never wore sandals. Too many stubbed toes! So Keen came up with the Newport Sandal and dubbed it a hybrid — somewhere between a shoe and a sandal with visible reinforcement in the toes.

Stylish? Not really. But they sure are functional.

Sailors soon started moving away from Top Siders and embracing the protection provided by Keen’s distinctive toe design. There’s even a Keen model that looks like a deck shoe.

Keen shoes brand strategy on the Brand Insight BlogBut sailing is a preppy, upper crust activity, and Keen’s brand personality is definitely not preppy. That’s where this branding case study gets interesting.

You won’t see any sailing in Keen’s marketing materials, and I doubt they’ll be sponsoring an America’s Cup boat any time soon.

You’re more likely to see Keens on a dirt bag vagabond than an ivy league yachtsman.

Keen shoes are not high fashion, but they’re highly functional and amazingly comfortable. They appeal to river rafters, hikers, beachcombers, bicyclists, campers, fishermen and just about anyone who loves to play outdoors. Every model they make shows Keen’s original benefit… toe protection.

Needless to say, the brand plays well in the workboot category. But more than that, it’s also popular among urban hipsters in places like Portland, Seattle, Boston and Austin, Texas.

For branding purposes, the company latched onto Michael Keen’s term and expanded it into the “hybrid life.”

Unfortunately, most people don’t know what that means. It’s a conjured-up lifestyle thing that only makes sense to a tiny sliver of the peasant market. Like those of us lucky enough to live in Bend, Oregon.

Bend Oregon Advertising Agency Keen branding case studyWhen it comes to brand affiliations, Bend is the perfect town for Keen.

We get it. Recreation’s the name of the game here, and locals are very good at getting outside and having fun… Paddling  or fishing the Deschutes River, mountain biking, skiing, hiking, running the river trail.

The hybrid life is what we’re all doing here. Or at least aspiring to do.

But the folks at Keen like to say “hybrid life” is deeper than just what you do in your spare time. It’s “a call to create, play and care.”  That’s the heart of the Keen brand, and the company has demonstrated authenticity on all three fronts.

It’s one of those companies that’s genuinely trying to do good things. And that commitment is built into their brand strategy.

When it comes to caring, Keen walks the talk. When the tsunami hit Thailand and Indonesia in 2004, Keen donated its entire marketing budget for the year, almost $1 million, to tsunami recovery efforts.

Since then Keen has donated over $5 million to non-profits that share “a philosophy of caring, conscience and sustainability.”

On the sustainability scale, Keen CEO James Curleigh considers Keen an “accidental environmentalist”.

They launched a line of bags and wallets using scrap polyester and nylon. So now the company is heralded as “green” and eco-friendly. But to hear Curleigh tell it, the move had more to do with material costs and smart business decisions than environmentalism.

The Portland-based company encourages its employees to volunteer in the community, offering up to 36 hours of paid time each year to participate in volunteer activities. Appropriately, on Earth Day nearly 40 of the company’s employeeKeen shoes brand strategy on the Brand Insight Blogs helped with trail maintenance in Portland’s Forest Park.

And one of Keen’s recent advertising campaigns encouraged people to rekindle one of the favorite parts of their childhood and incorporate Recess into their adult lives.

Sounds good to me. Peasants deserve a break. We work hard.

The campaign is an improvement over Keen’s past advertising efforts where the hybrid life was sort of shoved down our throats. “Designed for your hybred life” was actually one of the headlines. (A classic case where the brand strategy statement made an unfortunate appearance as an ad headline.) The message has also lacked consistency over the years…

“Shoes with adrenalin.”

“Bear tested, Bear approved” with Bear Grylls from Man vs. Wild.

“Live Outwardly.”

Keen’s agency is obviously trying to make “Recess” more inclusive. They’re working to expand the definition of  “outdoor recreation” and include a broader range of audiences.

Maybe they’re trying a little too hard.

The ads feels a little forced. The photography has a stock look, and doesn’t sKeen advertisingeem authentic to me.  Compare it to the photography that Patagonia consistently produces… it’s no contest.

In the Keen ads there are no peasants, no grungy hipsters, no bearded mountain men. They’re all models — cleaned, pressed and ready to trek from one photo shoot to the next. I’ll bet most of them even have noble, pointy feet.

Which brings me back to Michael Keen’s original design.

Keen said he considered all kinds of feet before deciding on a last that fits 90 percent of the population. But there aren’t that many of us with peasant feet.

The fact is, the lucky people with noble, Egyptian feet can fit into just about any shoe, including Keens. But not vice-versa.

Try shoving a stubby, peasant foot into the typical golf shoe. It’s impossible. Just look how pointy they all are. It’s almost as-if the powers that be in the golf industry want to perpetuate that image of noble exclusivity.

Golf shoes just don’t fit peasant feet.

They won’t even make shoes for the working class, much less golf courses!

So here’s what I hope:  I hope Keen gets into the golf shoe business.

If they choose to make deck shoes and biking shoes, why not golf shoes? The toe construction of a Keen is absolutely perfect for the demands of the golf swing, and no other golf shoe accommodates the common foot.

And when they do move into that market, I hope I can do the ads. Because nobody knows peasant golf like I do.

For more on Brand Strategy, check out THIS post: 

Interested in buying some Keens? Check them out at GoodPairOfShoes.com

 

About

Smiles make sales. Disarm them with optimism, and build on a friendly platform of genuine passion.

 

Here's what we're all about:

We’re here to help you succeed. Simple as that. Nothing gets us more fired up than seeing our clients achieve their dreams. So we contribute in three key areas:

Strategic Branding.

First we help uncover the DNA of your brand. Then we develop an honest, relevant brand strategy that drives all the rest of our services. It’s creative work based on a disciplined branding process.

Advertising.

Once the brand strategy is set and the story is mapped out, you need an ad agency to execute the strategy in creative new ways. You’ll get an award-winning ad agency that can help you produce all forms forms of advertising, from print and TV to websites and digital advertising. Portfolio

Marketing management.

We can help you navigate the complex landscape of modern marketing by prioritizing tactics and aligning all the pieces with a clear cut strategy that will move the needle for your business.

Getting started with a branding firm BN Branding

 

Here's who we are:

John Furgurson, CEO/ Ad Agency Creative Director

John Furgurson branding expert and bend oregon ad agency ownerJohn’s been called an anomaly… A creative guy with a penchant for business. A poetic entrepreneur.

He can devise an insightful strategy in the morning, and craft award-winning ad copy over lunch. It’s a left-brain, right-brain one-two punch that few marketing executives offer.

John cut his teeth writing direct response ads — where sales were the only litmus test of success. From there, he worked for several Portland-area ad agencies on a vast array of print and radio campaigns.

John also did a stint in the video industry where he wrote scripts and helped produce long-format videos and direct-response TV for big brands such as HP, Tektronix and WearEver.

John Furgurson CEO of bend oregon ad agencyEventually, John moved to Bend, Oregon to raise his kids and strike that delicate balance between work and play.

His first Bend ad agency was named AdWords, which worked out well until Google decided they really, really wanted that URL So he took their offer and rebranded the firm in 2004.

Learn more about John’s origin story and his rebranding effort.

BNBranding has touched many of Oregon’s most iconic brands, such as Black Butte Ranch, Sunriver Resort, and Bend itself. John and his team have helped plan, manage and execute marketing programs for companies across the U.S. and Canada.

John shares his expertise regularly on the Brand Insight Blog, which he’s been writing since 2007. Find John Furgurson on LinkedIn:

 

Mattie Limon, Accounts and Business Manager

We need Mattie like an orchestra needs a conductor.

Mattie is the master of client services and precise project management. Under Mattie’s watchful eye, our operation sings along in relative harmony… Our creative teams can operate way more effectively and our clients aren’t ambushed with surprises. Mattie’s good-natured approach keeps everyone on task, including freelancers, vendors and, yes, even the CEO. It’s a win-win.

Mattie was born in Mexico, and grew up in Portland. She’s spearheading BN Branding’s Hispanic marketing initiatives. Her experience includes managing a variety of small businesses, for both herself and for others.

Connect with Mattie on LinkedIn

 

 

 

Elissa Davis, Art Director/Designer

Elissa Davis bend Oregon ad agency art directorIn this day and age, inspired design often takes a back seat to the bells and whistles of modern technology. Too bad.

We believe subtle, aesthetic considerations have a pronounced affect on your brand and your overall business. That’s why Elissa’s been a key team member at BN Branding since 2005.

Elissa has the uncanny ability to absorb brand strategies and translate them into gorgeous, relevant design work.

Over the years, she’s been the design talent behind many award-winning brands, like the playfully random eBay logo, for instance, and the brilliantly simple Malibu Country Club brand identity.

Elissa’s talents extend far beyond logos, into print and web design as well. And she sweats every detail. From the psychological effects of a color change to the usability implications of a specific website font, she works with the precision and care of a true craftsman and artist.

 

 

Erik Zetterberg, Web developer

EZ head shot for websiteErik’s our web master/programmer/technology consultant. Here’s how it usually goes with Erik…

We approach him with our initial concepts for a website or a digital advertising campaign. He tells us it can’t be done. No way. Then we go back and forth arguing the merits of the idea vs. the realities of HTML programming. (We’ll spare you the details on that.)

Eventually Erik goes deep down into some technological rabbit hole, and we don’t hear from him for a couple days. But he always emerges with a workable solution. Every time.

The results are stunning… Websites that look as good as they perform. Web-generated leads that actually lead to something. With Erik’s help you get higher conversion rates and analytics that your CFO will love. It’s better with Zetter. Berg.

 

Raise your right hand. Find your truth. Use it as a competitive advantage.

 

Here's what we believe:

Successful brands have meaning beyond money. They’re built on a solid belief system and authentic values that attract like-minded people. As a Bend ad agency, BNBranding is built on these core beliefs:

We believe in serving, not scaling.

BN Branding is not a scalable business, and we’re okay with that. Our sole purpose is to serve every client with strategic insight and creative thinking that’s unique to your business and key to your growth. Not ours. We’re not out to be the next Amazon of Advertising.

We believe that creativity is the ultimate business weapon.

Inspired, innovative thinking is behind every great brand, from Apple to Zappos. We also believe that it’s hard to be creative when you’re up to your neck in day-to-day operations. Most business owners need a creative spark from the outside.

We believe that strategy is a creative exercise.

Strategy drives the execution that produces results. If you have a me-too strategy, no amount of creative trickeration is going to produce the outcome you’re looking for. Creative strategy plus creative execution is a formidable combination.

BNBranding bend oregon ad agency branding process

We believe that process matters.

This is a service business, so how we work is often just as important as what we produce. For us, it’s insight first, then execution. Every time. It’s a branding process designed specifically to produce maximum results with minimal headaches.

We believe that every company needs a seasoned marketing generalist.

A generalist can help you navigate the entire marketing landscape and make sure you’re maximizing every marketing tactic you can afford. Something you’ll never get from a digital ad agency.

We believe in the persuasive power of disruptive words.

Fact: The human brain automatically screens out the normal, mundane language of most business pitches. It’s in one ear, and out the other. Creative, well-crafted messages, on the other hand, fire the synapses and trigger an emotional response. Here’s an example of great messaging from a Bend Ad Agency.

We believe that emotion trumps logic every time.

Research it yourself… the latest findings in Neuroscience prove that people make emotional purchases, then use reason to justify the decision. No great brand has ever been built on reason alone. Not one. In branding, it’s what they feel, not what they think.

We believe the marketing mix is more important than ever.

The marketing landscape is evolving quickly. Social media provides exciting new ways to tell stories and make connections, but you still need a healthy mix of marketing tactics. Some high tech, some high touch. Some old school, some new school.

bend ad agency BN Branding We believe in the glory of a good story.

Every great business has an engaging story to tell. So tell it! Hire an ad agency that can help you find creative new ways to spin that tale… in ads, on your website, in presentations, tweets and Facebook posts.

We believe in skeptical optimism.

As creative thinkers we’re naturally skeptical, but not in a pessimistic way. We question the status quo in order to move your business upward. Tell us that something can’t be done, that it’s too hard, or too “out there” and we’ll be positively skeptical about that.

We believe Design belongs in business school.

Tom Peters calls it “the soul of new enterprise.”  It’s Design that differentiates the world’s most valuable brand – Apple.  It’s Design that made Nest a billion dollar brand. Design evokes passion, emotion and attachment… all required elements of great brands.

We believe in the art of persuasion.

Data is a big deal these days. But effective marketing communications still comes down to saying the right thing, and saying it well. That’s what a good ad agency brings to the table… A brilliantly crafted combination of words and images that can move the needle. Here’s a relevant case study.

 We believe in the power of collaboration.

Ad agencies can be pretty possessive when it comes to creative work. But great ideas can come from anywhere. We don’t have a corner on that market, so we collaborate with you to uncover ideas and insight that we may never have thought of. Then we take that ball and run with it.


Here's where we choose to work:

Yep, it’s a Bend, Oregon ad agency, but we serve clients from all over.

They come from Toronto and Detroit. They come from Florida, California and even Costa Rica.  The fresh air, the beauty and the outdoor action in Bend is a mecca for creativity. It’s the juice that keeps the ideas — and the clients — coming.

Won’t you join us? We can arrange a rejuvenating, brand-building business trip that will inspire you – and tire you.

Bend Oregon branding company ad agency



 

 

 

 

 

 

Clients

Case studies from a Bend, Oregon Ad Agency…

You won’t find any Fortune 500 companies here. That’s not our niche. Our clients are business owners who don’t have time to become marketing experts. They are entrepreneurs with a dream. They are business owners and CEOs who want to reach the next level of success. Whatever that may be.

Naming, brand strategy and identity design in the natural foods industry

Client: Superior Foods Int. — Watsonville, CA

 

Brand: Eathos – Premium, plant-based frozen foods

 

Bend, Oregon Ad Agency: BN Branding

 

Initial Assignment: Create a new frozen food brand, from scratch.

 

Solution: Brand Strategy, Naming, Identity Design, Packaging Design, Web Design and Development.

 

Craig Forrest is a veteran sales executive from the frozen food industry. After 20 years in the business he wanted to launch a brand of his own, so he teamed up with his old friends at Superior Foods Int. and with BN Branding.

“I had the sales background and network I needed from my days at Amy’s and Sweet Earth, I just needed to pull in some other great players onto my team, ” Craig said. “I had a general sense of what I wanted this new brand to be, but John and his team at BN Branding helped flesh it out and literally brought it to life.”

BN Branding began with research and a thorough brand strategy document that helped Craig solidify his vision for his new business and gain buy-in at SFI. Then they dove into the naming process.

“BN Branding has a really great system for namestorming that takes some of the guesswork out of it,” Craig said. “It’s never easy, and it took some time, but we’re thrilled with the name Eathos and the tagline. It’s a winner.”

Once the naming process was complete the BN Branding team designed the brand identity, the packaging, and the entire look and feel for all Eathos products and marketing materials.

 
 

 

 

Food branding by BN Branding

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Naming, branding and advertising in the supplements industry

Client: Organic 3 Inc. — Detroit, Michigan

 

Brand: Smidge – Small Batch Supplements

 

Bend, Oregon Ad Agency: BN Branding

 

Initial Assignment: Reorganize and rebrand all of the company’s product lines.

 

Solution: Devise a whole new category of probiotic supplements, vitamins and minerals.

 

Dan Corrigan and his partners at Organic 3 knew they needed help with their branding. They had a successful ecommerce operation but they were selling their products under a hodge-podge of names with no clear brand strategy.

“We were all over the place,” Dan said. “We thought we wanted to keep the GutPro name, and introduce a new name for our other lines, but the team at BN Branding pointed us in a much better direction.”

Smidge, small batch supplements.

BN Branding devised a whole new name, new category and new identity for Organic 3. It was a classic case of choosing the one name that produced the most divisive feedback in early research.

“We thought we knew what we wanted for a new name, Dan said. “But Smidge is so much better! People either loved it, or hated it. That’s how we knew it was going to be a winning brand. And their strategy of owning a category is absolutely brilliant. No one else in our industry is doing that.”

Once the naming process was complete the BN Branding team designed the brand identity, the packaging, advertising concepts and the entire look and feel for all Smidge stuff.

 

 

 

 

 

 

 

 

 

 

 

Branding in the natural foods industry

Client: Leslie’s Organics — Petaluma, CA

 

Brand: Coconut Secret

 

Bend, Oregon Ad Agency: BN Branding

 

Initial Assignment: Update an old, outdated website.

 

Solution: Launch an ecommerce operation and turn the website into a profit center.

 

Leslie Caren was drawn to BN Branding through the Brand Insight Blog.

“When I read John’s article on the yin and yang of marketing, I just had to connect with him,” Leslie said. “I knew we needed to update our website, but John and his team ended up delivering much more than that.”

It was a classic case of delivering what’s best for the client, rather than what the client thought she needed.

Coconut Secret did not have an ecommerce store, and we would have been doing Leslie a disservice by not proposing that. So it wasn’t a case of migrating old content onto a new website, they needed a whole new approach to their business.

“They really went above and beyond, with a new tagline, new photography, new storytelling and a whole new way of doing business through Shopify.” Leslie said. “I never dreamed we’d have this type of ecommerce business. The service at BN Branding has been tremendous.”

 

 

 

 

 

Golf Industry Marketing

Client: The Golf Institute — Lady Lake, FL

 

Initial Assignment: Re-name and re-brand the company.  Create the company’s first website and ad campaign.

 

Bend, Oregon Ad Agency: BN Branding

 

Solution: Build a whole new business model that turns the sales pitch into a money-making educational service.

 

John Ford has been a client since 2006. We started with brand strategy, a value proposition and brand identity, then continued with a website, point-of-purchase advertising, direct response and print advertising. He’s one tough customer.

“Marketing is kind of an obsession of mine,” Ford said. “I’ve studied it. I’ve read tons of books. And I worked with big-name advertising guys all across the country, but I keep going back to this little Bend advertising agency.”

“They have a process that I like, and they always deliver what they say they’re going to. And damn… some of the advertising they’ve done for me is just brilliant. We have more leads and a better sales process than we’ve ever had before. We’re killing it with our putting clinics.” Read more about the GNL case study here.

 

 

 

 

Marketing in the natural foods industry

Client: Azure Standard — The Dalles, OR

 

Bend, Oregon Ad Agency: BN Branding

 

Initial Assignment: Increase ad revenues in the company’s quarterly publication.

 

Solution: Revamp the magazine, launch a content marketing effort, and build industry goodwill.

 

Results:  Increased revenues 10x in just 12 months.

 

Azure Standard is a national distributor of natural foods and organic products. We devised the Azure Indie Partner Program that targeted Azure’s vendors, industry partners and potential vendors in order to build the Azure brand from the inside.

“Sometimes the best branding projects aren’t focused on end customers,” said Debbie Pantenburg, CMO at Azure.

“What John created was a strategically brilliant concept that transformed Azure’s position in the industry. He connected suppliers, team members and customers in a common cause. The idea went right to our core values, and helped define a business model that differentiates Azure from the competition.”

“John was a key partner on the marketing team. He was also instrumental in the launch of our content marketing effort and advertising.”

 

 

 

 

Real Estate advertising and branding

Client: Morris Hayden — Bend, OR

 

Bend, Oregon Ad Agency: BN Branding

 

Initial Assignment: Naming, brand identity and website design

 

Results: Successfully launched a new brand in a highly crowded market and later sold it for a 12x ROI.

 

Morris Hayden was a property management company and real estate brokerage in Bend, Oregon. We did the naming, created this brand identity, and built a highly functional website that enabled the owner to achieve her dream… a highly profitable sale of the company.

“Bend is overrun by realtors, investors and property management companies,” said Erika Morris, founder & former owner of Morris Hayden. “BN Branding helped us stand out from the crowd and added immediate value to the company.”

“We needed the website to be just as functional as all the rest, with the MLS listings and all that, plus it had to look different. The idea of Rosey the Riveter was perfect for us. We got compliments on that site all the time, and it was a big factor in my successful exit from the business. ”

 

 

 

Branding and advertising in the software industry

Client: SaleFish Software — Toronto, Canada

 

Bend, Oregon Ad Agency: BN Branding

 

Initial Assignment: New brand identity & messaging

 

Solution: Rebrand the company with a new identity, new value proposition, new messaging and new sales materials

 

 

SaleFish Software is one of the entrenched leaders in the Canadian proptech arena. But the CEO  needed some help taking it to the next level.  In order to go global he knew he needed a better brand identity and a new way of looking at his value proposition.

“BN Branding was very thorough in their process, and they determined that we needed to change the way we sold our software,” Haws said. “In a nutshell… We quit selling the nitty-gritty features, and started focusing on the outcomes that we achieve for our clients. And the response was immediately positive. I’m very, very happy with the new branding. It’s all coming together fabulously.”

 

 

 

 

 

Marketing in the tourism industry

Client: Black Butte Ranch

Bend, Oregon Advertising Agency: BN Branding

 
 

Assignment: Brand re-fresh, advertising, resort signage, collateral, direct mail.

 

Results: A record number of heads in beds

 

We literally wrote the book on the Black Butte Ranch Brand. We also updated an aging logo, ran a ground-breaking radio ad campaign, devised seasonal promotions and produced new signage throughout the resort.

“When I was at Black Butte Ranch  we wanted a Bend ad agency that really knew the tourism market,” said Preston Thompson.  “BNBranding was our advertising agency of record. They started  by doing research and writing ‘the book’ on the Black Butte Ranch brand. Then they refreshed our brand identity, produced new signage throughout the resort, and did some great advertising for us. Their work put heads in beds and helped us increase our golf revenues.”

“I think the radio campaign that John and his team did for us was some of the best radio work I’ve ever heard. It was “out there” for Black Butte and yet it was right on brand. The story telling, the script writing, the choice of talent… it was amazing.”

 

 

 

 

 

Branding a Non-Profit Organization

Client: Working Wonders Children’s Museum

 

Bend, Oregon Advertising Agency: BN Branding

 

Assignment: Launch a new non-profit brand from the ground up… Naming, identity design, advertising

 

Launching a start-up is hard. Launching a start-up non-profit organization is even harder.

BN Branding was the advertising agency that helped build Working Wonders Children’s Museum from the ground up. We devised the name, tagline and brand identity, helped with fundraising and board development, wrote their mission statement and acted as the museum’s ad agency. We even helped create and build the playful, hands-on spaces in the museum itself. It was a labor of love.

 

 

 

 

Marketing to Restaurant Owners

Client: The Where To Eat Guide — Bend, OR

 

Bend, Oregon Advertising Agency: BN Branding

 

Initial Assignment: Create sales materials and a pitch deck

 

Solution: An integrated, in-your-face campaign that opened up two new markets.

 

The owner of The Where-To-Eat-Guide needed to get his message through to hyper-busy restaurant owners.  So we hit them right between the eyes with ads, email, direct mail and printed sales materials that helped him expand his publishing business from Bend, to Portland, to Seattle and eventually Napa.

“I didn’t think I needed an advertising agency,” said John Herbik. “I figured I could do a lot of it myself, with just some freelancers. But I need to thank John and his team for their insight on branding and marketing. The stuff they did really got attention and opened a lot of doors for my sales people.”

 

 

examples of copywriting from BNBranding

 

 

 

Here's what they say about us:

 

“As a CFO, I’m pretty leery of branding firms. Most of them just end up costing the company a lot of money, without any measurable results. But John Furgurson has a good head for business and he grasps the importance of results. His batting average is very good. Plus, he looks for ways to save money, not just spend it. I wish we would have spent more with BN Branding, and less with the other firms we’ve hired.”

Carl Rigney

CFO and franchise owner
 

“From a branding standpoint, we were pretty well lost before we hired BN Branding. They’ve helped us organize our product lines, create a comprehensive brand strategy, and design two fantastic brands. It’s been a great combination of strategic consulting and creative design… I’ve been very impressed.”

Dan Corrigan

Organic 3
 

“As an interior designer I really appreciate the art and craftsmanship of the work they do at BN Branding. Their design work is meticulous and very well thought out. John Furgurson is the consummate professional… always delivers what he says he’s going to deliver. They did my website and some very nice printed sales materials. It’s first rate. I would definitely recommend them.”

Lisa Slayman

Slayman Cinema
 

“My “aha” moment with BN Branding was truly remarkable.  They helped me recognize a far broader application for my product.  They also went above and beyond with their namestorming process and came up with Kittigan Crossboats. My relatively small, early investment with BN Branding was immensely worthwhile.  John is a skilled strategist with some mad creative skills. “

Michael Grant

Kitigan CrossCanoes
 

“We didn’t think we needed an ad agency, but when we found BN Branding, our website was in a state of emergency. They took great interest in our products and took the time to get familiar with our business model and our clientele. John came up with the new name and logo. And when the site was finished and launched, our selling proposition was much more clear, which led to more online sales without the “pre-call”.  I would recommend BNBranding to anyone looking for any marketing.”

Scott Beydler

Beydler CNC
 

BN Branding News

National brand launch in the supplements industry.

Sept 10, 2020

Dan Corrigan and his partners at Organic 3 knew they needed help with their branding. They had a successful ecommerce operation with one of the leading brands of probiotics, but they were selling their products under a hodge-podge of names with no clear brand strategy.

“We were all over the place,” Dan said. “We thought we wanted to keep the GutPro name, and introduce a new name for our other lines. We even had a name in mind, but we ran into some trademark issues with that.  Luckily, the team at BN Branding pointed us in a much better direction.”

Smidge, small batch supplements.

BN Branding invented a whole new category of supplements and devised the brand name and new identity for Organic 3. It was a classic case of choosing the one name that produced the most devisive feedback in early research.

“People either loved it, or hated it,” said John Furgurson, Creative Director at BN Branding. “That’s how we knew that Smidge was going to be a winning brand. “We just had to show the team enough other good names, and wait till all the partners came back around to Smidge. I give them a lot of credit for being brave, and diving into the new identity with both feet.”

Once the naming process was complete the BN Branding team designed the brand identity, the packaging, advertising concepts and the entire look and feel for all Smidge stuff. See it all at GetSmidge.com

 

 

 

Big things happening for our client in the proptech software industry.

July 16, 2019

SaleFish Software is a SAAS company out of Toronto that serves residential real estate developers. Rick Haws, SaleFish CEO, hired BN Branding initially to do a new website. However, as the research & discovery work progressed we determined that SaleFish needed to rebrand itself in order to achieve the goals that Rick set out.

The scope of work has progressed from a simple website refresh to a new brand identity, collateral materials, video production, content marketing and digital advertising.

“I’m very happy with the new branding,” Haws said. “It came together perfectly… with the new logo and the new site, and some new sales materials… now we’re poised to expand our global reach.”

 

Bend branding firm redesigns GutPro packaging

Jan 2, 2019

Organic 3 Inc., makers of Gut Pro probiotics and owner of Corganic Ecommerce has hired BN Branding to design a new brand identity and packaging for their GutPro line of probiotics and enzymes.

 

 

Bend, Oregon advertising agency BN Branding chosen to help launch a new health benefits company in California.

Nov 15, 2018

Bend, Oregon branding firmIncentive Health of Bakersfield, California has hired BN Branding to help them stir things up in the health benefits arena. The Bend, Oregon advertising agency is working on a brand strategy, go-to-market plan, website, sales materials and a tactical marketing plan for the new company.

“This is a fantastic opportunity for us to help create a disruptive new brand, from the ground up,” said John Furgurson, owner of BNBranding. “We’re going to change the way CEOs look at health benefits. It’s exciting.”

Until now, CEOs have faced a difficult decision when doing their annual review of health benefits.

“It’s always been a trade off,” Furgurson said. “They had to choose between their people and their profits. It’s a no-win. But now there’s an alternative to that.”

 
 

BNBranding launches new website and ecommerce store for Coconut Secret

Aug, 2018

BNBranding website for Coconut SecretWe’re proud to be working Leslie’s Organics, makers of the Coconut Secret Brand of natural foods. Leslie and Randy chose BN Branding to launch an ecommerce website and provide tactical marketing assistance.

Coconut Aminos is the nation’s #1 selling brand of soy-free Asian condiments. They also have a delicious line of candy bars, chocolate bars and granola bars, all sweetened with coconut nectar. So we’re getting some tasty photography for that. (Thanks to Mike Houska, at Dogleg Studios.)

www.coconutsecret.com

 

Read more news »

Some of the brands we’ve helped over the years…

Brand identity design by BNBranding


Black Butte Ranch brand identity design by BNBranding


Coconut Secret logotype and tagline by BNBranding

Print advertising for Desert Orthopedics by BNBranding




client list of BNBranding

advertising and content marketing for Azure Standard

BNBranding client list

Advertising for Bend Cable - now BendBroadband

Broken Top brand identity by BNBranding

Advertising for COPA in Bend, Oregon

trade advertising for Clif Bar

golf industry branding by BNBranding


About (old vers)

Smiles make sales. Disarm them with optimism, and build on a friendly platform of genuine passion.

 

Here's what we're all about:

With BNBranding, you’ll enjoy progress, across the board. We’ll help you take your business to a whole new level. So you’ll sell more, grow faster, and prosper like never before. We can help in three three essential areas:

Branding. First we help uncover the DNA of your brand. Then we develop an honest, relevant brand strategy that drives our naming services, brand identity design, and brand story development. It’s creative ad agency work based on disciplined, strategic thinking that touches all facets of your operation.

Advertising. Once the brand strategy is set, and the story defined, we help you promote your brand in creative new ways. You’ll get effective advertising in all forms, from print and TV to the latest digital platforms. See some examples.

Marketing management. We can help you navigate the complex landscape of modern marketing by aligning all the pieces and providing exceptional client services.

We’re here to help you succeed. Simple as that. Nothing gets us more fired up than seeing our clients achieve their dreams.

BN Branding

Here's who we are:

John Furgurson, CEO/ Creative Director

John Furgurson branding expert bend oregon advertising agency ownerJohn’s been called an anomaly… A creative guy with a penchant for business. A poetic entrepreneur.

He can devise an insightful strategy in the morning, and craft award-winning ad copy over lunch. It’s a left-brain, right-brain one-two punch that few marketing executives offer.

John cut his teeth writing direct response ads — where sales were the only litmus test of success. From there, he worked for several Portland-area ad agencies on a vast array of print and radio campaigns.

John also did a stint in the video industry where he wrote scripts and helped produce long-format videos and direct-response TV for big brands such as HP, Tektronix and WearEver.

John Furgurson CEO of bend oregon advertising agencyEventually, John moved to Bend, Oregon to raise his kids and strike that delicate balance between work and play.

His first Bend ad agency was named AdWords, which worked out well until Google decided they really, really wanted that URL. So he took their offer and rebranded the firm in 2004.

BNBranding has touched many of Oregon’s most iconic brands, such as Black Butte Ranch, Sunriver Resort, and Bend itself. John and his team have helped plan, manage and execute marketing programs for companies across the U.S. and Canada.

John shares his expertise regularly on the Brand Insight Blog, which he’s been writing since 2007.

Find John Furgurson on LinkedIn:

Elissa Davis, Art Director/Designer

Elissa Davis bend Oregon branding expertIn this day and age, inspired design often takes a back seat to the bells and whistles of modern technology. Too bad.

We believe subtle, aesthetic considerations have a pronounced affect on your brand and your overall business. That’s why Elissa’s been a key team member at BNBranding since 2005.

Elissa has the uncanny ability to absorb brand strategies and translate them into gorgeous, relevant design work.

Over the years, she’s been the design talent behind many award-winning brands, like the playfully random eBay logo, for instance, and the brilliantly simple Malibu Country Club brand identity.

Elissa’s talents extend far beyond logos, into print and web design as well. And she sweats every detail. From the psychological effects of a color change to the usability implications of a specific website font, she works with the precision and care of a true craftsman and artist.

Erik Zetterberg, Web developer

EZ head shot for websiteErik’s our web master/programmer/technology consultant. Here’s how it usually goes with Erik…

We approach him with our initial concepts for a website or a digital advertising campaign. He tells us it can’t be done. No way. Then we go back and forth arguing the merits of the idea vs. the realities of HTML programming. (We’ll spare you the details on that.)

Eventually Erik goes deep down into some technological rabbit hole, and we don’t hear from him for a couple days. But he always emerges with a workable solution. Every time.

The results are stunning… Websites that look as good as they perform. Web-generated leads that actually lead to something. With Erik’s help you get higher conversion rates and analytics that your CFO will love. It’s better with Zetter. Berg.

 

Raise your right hand. Find your truth. Use it as a competitive advantage.

Here's what we believe:

Successful brands have meaning beyond money. They’re built on a solid belief system of authentic values that attract like-minded people.

As a bend ad agency, BNBranding is built on these core beliefs:

We believe that creativity is the ultimate business weapon. Inspired, innovative thinking is behind every great brand, from Apple to Zappos. We also believe that it’s hard to be creative when you’re up to your neck in day-to-day operations. Most business owners need a spark from the outside.

We believe that strategy is a creative exercise. Strategy drives the execution that produces results. If you have a me-too strategy, no amount of creative trickeration is going to produce the outcome you’re looking for. Creative strategy plus creative execution is a formidable combination.

BNBranding bend oregon advertising agency branding process

We believe that process matters. This is a service business, so how we work is often just as important as what we produce. We don’t take shortcuts. For us, it’s Insight first, then Execution. Every time. It’s a process designed specifically to produce maximum results with minimal headaches.

We believe that every company needs a seasoned marketing generalist. A generalist can help you navigate the entire marketing landscape and make sure you’re maximizing every marketing tactic by effectively managing the necessary specialists. Something you’ll never get from a digital advertising agency.

We believe in the persuasive power of disruptive words. Fact: The human brain automatically screens out the normal, mundane language of most business pitches. It’s in one ear, and out the other. Creative, well-crafted messages, on the other hand, fire the synapses and trigger an emotional response. Here’s an example of great messaging from a Bend Ad Agency.

We believe that emotion trumps logic every time. Research it yourself… the latest brain science proves that people make emotional purchases, then use reason to justify the decision. No great brand has ever been built on reason alone. Not one. In branding, it’s what they feel, not what they think.

We believe the marketing mix is more important than ever. The marketing landscape is evolving quickly. Social media provides exciting new ways to tell stories and make connections, but you still need a healthy mix of marketing tactics. Some high tech, some high touch. Some old school, some new school.

We believe in the glory of a good story. Every great business has an engaging story to tell. So tell it! We can help you find creative new ways to spin that tale… in ads, on your website, in presentations, tweets and Facebook posts.Bend, Oregon Advertising Agency

We believe in skeptical optimism. As creative thinkers we’re naturally skeptical, but not in a pessimistic way. We question the status quo in order to move your business upward. Tell us that something can’t be done, that it’s too hard, or too “out there” and we’ll be positively skeptical about that.

We believe Design belongs in business school. Tom Peters calls it “the soul of new enterprise.”  It’s Design that differentiates the world’s most valuable brand – Apple.  It’s Design that made Nest a billion dollar brand. Design evokes passion, emotion and attachment… all required elements of great brands.

We believe in the art of persuasion. Data is a big deal these days. But effective marketing communications still comes down to saying the right thing, and saying it well. A brilliantly crafted combination of words and images will always be more motivating than data. Here’s a relevant case study.

 We believe in the power of collaboration. Advertising agencies can be pretty possessive when it comes to creative work. But great ideas can come from anywhere. We don’t have a corner on that market, so we collaborate with you to uncover ideas and insight that we may never have thought of. Then we take that ball and run with it.

BN Branding

Here's where we choose to work:

Yep, it’s a Bend ad agency, but we serve clients from all over.

The come from Toronto and Detroit. They come from Florida, California and even Costa Rica.  The fresh air, the beauty and the outdoor action in Bend is a mecca for creativity. It’s the juice that keeps the ideas — and the clients — coming.

Won’t you join us? We can arrange a rejuvenating, brand-building business trip that will inspire you – and tire you.

Bend Oregon branding company



Golf Industry

Golf industry branding, advertising, and digital marketing

Golf is a tremendous passion of ours. So is advertising. So it makes sense to combine our passions. We provide golf industry branding, advertising and marketing that produces tangible results. No one knows the golf market better than we do. Forget-About-It!

If you’re marketing a golf product, golf clubs or a golf course, give us a call. Read this blog post about golf industry marketing, or a case study on GNL Golf

4 ipod branding on the brand insight blog

Successful Branding — Zero-in on the main thing for brand loyalty.

BNBranding logoI love this saying: “The main thing is to keep the main thing the main thing.”  I think Steven Covey coined that one, and when you boil it all down, that’s the essence of successful branding: Zero-in on one thing you can honestly, passionately, expertly hang your hat on, and stick with it.

successful branding BNBrandingThen when it comes to marketing communications, come up with one idea to convey the main thing, and just pound that home in every way, shape and form you can afford.

One idea, multiple executions. Do that long enough — and handle your operations well — and you’ll achieve brand loyalty.

Unfortunately, most business owners and brand managers don’t have that kind of focus. Once they get a taste of success in one little niche, the temptation is just too much… They take their eye off the main thing, and dive into a lesser thing, hoping it will become the next big thing.

It seldom works out that way. The single biggest barrier to success, especially for young brands, is lack of focus.

Geoffrey Moore spelled it out in his seminal work, “Crossing the Chasm: “Target a specific niche as your point of attack and focus all your resources on achieving dominant position in that segment. It’s far better to be the big fish in a smaller pond, rather than flopping around in several small puddles.”

 

Al Ries and Jack Trout call it the most violated of their “22 Immutable Laws of Marketing.”  They rail against line extensions and point to IBM, Microsoft, Levis, Heinz and this classic case: Crest.

viewdental116successful branding case study on the Brand Insight BlogIt used to be very clear… Crest fights cavities. That was the micro script for the brand. The Main Thing.

Crest was the “first mover” in the cavity prevention category and it was a strategy that worked brilliantly, cementing Crest as the #1 toothpaste for more than 30 years.

Unfortunately, over time, other toothpaste brands entered the same niche.  Everyone started offering cavity prevention toothpaste, so Crest abandoned the claim and didn’t find anything to replace it. After holding almost 40% of the market through the 1970s, Crest’s position began to erode at about the same time they launched their first brand extension”Advanced Formula Crest.”

Now there are 41 different kinds of Crest toothpaste. Count ’em!  Crest Complete Multi-Benefit Extra White, Crest + Scope, Crest Lasting Mint, Crest Pro-Health Clinical Gum Protection, Crest Invigorating Clean Mint, Crest glamorous white, Crest vivid white, Crest baking soda & peroxide, Crest gel, Crest liquid gel, Crest whitening, Crest gum protection, Crest fluoride anti-cavity and sensitivity relief and even Crest Night Toothpaste.

Give me a break. The Main Thing now for Crest is just the next new gimmick. And it’s no longer the #1 brand.

Marty Neumeier in “Zag” says… people want choice, but they want it among brands, not within brands.”

More and more line extensions is not the key to successful branding. All that Crest clutter just dilutes the brand and confuses the consumer. We have no idea what Crest stands for anymore.

It’s natural for successful business owners and marketers to lose focus and start adding stuff to their portfolios of goods and services. They don’t want to miss any opportunities, and they argue that many successful companies have a wide range of products. Apple, for instance.maxresdefaultsuccessful branding examples on the brand insight blog BNBranding

successful branding example from Apple's iPod launch campaignBut every Apple product is designed around the one Main Thing: Delightful Simplicity. All the innovation, design and technological prowess of Apple comes together in those two words. That’s the heart of the Apple brand.

Remember this spectacular product launch for the iPod? The product design was disruptively simple and elegant. Even the advertising was delightfully simple.

There were plenty of other MP3 players on the market, but the white cord let everyone know you were listening to something different. And the graphic execution of the ads was brilliant. Overall, it was tremendously successful branding.

But you’re not running the world’s most valuable company. And chances are, you don’t have The Main Thing really nailed down like Apple does. When you do, things will become easier.

Ries and Trout say: “Focus is the art of carefully selecting your category and then working diligently to get your self categorized in people’s minds.”  In other words, successful branding is a long-term process that involves more than just the marketing department.

A good way to start is by saying no. Because when it comes to successful branding, what you DON’T do is just as important that what you do do.

Say no to the new investor that thinks you should add a mobile app to your mix.

Say no to the engineers who say “we can do this, wouldn’t this be cool.”

Say no to the marketing consultant who says you’re missing a great opportunity.

Say no to the guy who thinks you should open another location.

Sometimes you even have to say no to your biggest customer. It’s not easy, and it’s often unpopular within the ranks, but that’s what focus is… NOT trying to be all things to all people.

If you’d like some help zeroing in on your main thing, call us. Because focus is the fundamental element of successful branding.  541-815-0075. For more on developing a clear brand strategy, try this post. 

2

Non-profit branding (A story of start-up success and failure)

In 2009 I called it “A feel-good brand in a bummed out world.”  It was the type of non-profit brand that genuinely touched people, and put smiles on little faces. For me, a few minutes at Working Wonders Children’s Museum was a sure cure for a crummy day. It was also a great example of non-profit branding.

WWLogo - smallOur story of success, and failure, is valuable for anyone who’s starting a new business or running a non-profit organization.

When we started Working Wonders we did a lot things right. It was non-profit branding “by the book” all the way. First, we thoroughly researched the market and determined that there was a gaping need. (We conducted large-sample phone surveys as well as focus groups.)

Once we saw encouraging results from the research, we wrote a mission-focused brand strategy and built a business plan around that. After our strategy was clear, and the business plan written, we came up with a great name, designed a nice logo and put an operational plan in place based on our cohesive brand platform.

 

 

non-profit branding case study by BNBranding bend oregon

Print ad for Working Wonders Children’s Museum

At first, Working Wonders was just a concept. A “museum without walls.” Initially we raised enough money to build some traveling exhibits and we went to every event in town to introduce kids, and their parents, to our brand of educational play.

And it caught on! Before the days of Twitter, it went viral.

Our bootstrapping, “museum without walls” strategy achieve the immediate goal: Proof of concept.

Parents and kids loved it. In less than three years we raised $400,000 and arrived at that crucial, “go or no-go” point. We had a location and we had enough money to open the doors. Just barely.

The argument TO go: We figured it’d be easier to raise money once people could see a finished children’s museum. We knew we could spend years traveling around, trying to raise more money. (Many Children’s Museums spend a decade doing that.) Or we could get the doors open, and go from there.

The argument to NOT go:  We’d be undercapitalized. Cash would be tight, and there was no endowment safety net. We were relying on the on-going generosity of a couple key donors and most of all, corporate sponsors.

We chose to go. Damn the torpedoes!

A team of volunteers scraped up donated materials, did the heavy lifting, and created a children’s museum that was small, but delightful. We launched in less than one-third the time and for one-fifth the cost of most children’s museums. It was a labor of love. A thing of beauty. A non-profit branding success and the biggest accomplishment of my marketing career.

Working Wonders ran successfully for four years. It broke my heart when it had to close because of the economic tidal wave that hit our town in 2009. Despite our best efforts and exceptional marketing, it was not sustainable.

Some people contend it was actually branded too well.

Many customers and community leaders thought we were part of a national chain of some sort. Never mind that our marketing was done with volunteer labor. (mine) Never mind that our advertising was mostly donated space. The general public simply couldn’t conceive of a little, local non-profit doing things so professionally. They figured we had all the money we needed, from some, mysterious, out-of -town source.

But there was no endowment. By the time we identified the perception problem and started addressing it with overt messaging, it was too late.

Our lessons learned from Working Wonders tie-in directly to an online discussion that I’ve been following about non-profit branding for marketing for 501c3 organizations. It’s an informative conversation between branding professionals that everyone can learn from. Profit or not.

One key question that came up:

What happens when the public image of a non-profit organization suffers because of commercial branding strategies?

One could argue that’s what happened with Working Wonders. However, there’s more to the story than that.

If not for commercial branding practices the children’s museum never would have opened in the first place. That’s how we were able to touch so many kids. In hindsight, the execution of our marketing was not the issue. We did a great job of reaching the parents of young kids. They came in — over and over again.non-profit branding by BNBranding Brand Insight Blog in Bend Oregon

Unfortunately, in the non-profit world customer satisfaction and brand loyalty doesn’t always translate to financial viability.

For children’s museums loyal, repeat customers aren’t enough. They also need loyal, repeat donors who can provide an endowment.

That’s what we missed… the big dollar benefactors.

In a town of only 100,000 people those are hard to find, so we relied heavily on corporate sponsorships, and those dried up overnight when the economy tanked.

As the online discussion points out, nonprofits are often torn between two marketing objectives: Attracting visitors and attracting donors.

But the biggest effort HAS to be directed at board recruitment and fund raising.We woulda, coulda, shoulda spent less time getting kids in the door, and more time on a grass roots effort to raise money and load the board of directors with wealthy supporters.

So if you’re working with a small, local-level non-profit, by all means, do a professional job with your marketing. Non-profit branding is absolutely important! But first and foremost, make sure you’re telling your story of need to the right people. Solidify the base of financial support first, then open your doors.

more effective advertising from BNBrandingIt’s always a delicate balance to demonstrate that dire need without looking desperate. That’s your challenge as a non-profit marketer. And keep in mind, if the organization does not appear grass-rootsy, potential donors might jump to unfortunate conclusions about your funding sources.

If you’re in a for-profit venture, look closely at the passion and commitment of the people who help build non-profit organizations. At Working Wonders, we were all deeply passionate about the needs of our young kids. That cause is what fueled us.

What’s your “cause?”  Every great brand has one, beyond just making money. Is it written down somewhere? Is your operational plan aligned with that? Does anyone really care? These are some of the key strategic questions you need to ask yourself, before  you worry about executing your go-to-market plan.

And, of course, you have to balance that thinking with the practical, numbers and sense question of, “where’s the money coming from?”

For more marketing tips and non-profit branding advice, check out THIS post:

BNBranding's Brand Insight Blog

 

 

1 a new approach to website design BNBranding

Naming — Age-old advice on how to name a new business.

BNBranding logoSo you want to hang up your own shingle. Or you have a great idea for a start-up, but you have no idea what to call it. This might be the closest thing you’re going to find to a DIY guide on how to name a new business.

Bend advertising agency blog post on Claude HopkinsEons ago, advertising pioneer Claude Hopkins said “a good name should almost be an advertisement in its own right.”

Now, 100 years later, recent studies in corporate finance, behavioral economics and psychology show that many of his theories were dead on.

There’s a proven correlation between a memorable name and market value of the company.

Fortune 500 companies have figured that out. They pay naming firms huge sums to concoct new words that eventually become iconic brands. Those firms employ teams of poets, neologists, writers, comedians, behavioral psychologists and linguistic experts to come up with names like “Acura” for Honda’s luxury car division. “Pentium” for an Intel Processor. “Viagra” for, well, you know what.

Small business owners, start-up entrepreneurs and Marketing Directors of mid-sized firms don’t have that luxury.  Often they try the do-it-yourself approach to naming a business.  (How hard can it be, right?) Or worse yet, they have a contest. They throw the fate of their business into the hands of a faceless crowd that knows nothing about their business model or brand personality.

Naming is one of the toughest creative disciplines you’ll ever find. Alex Frankel, in his book Word Craft, said “naming is like songwriting or Haiku, but it’s even more tightly constrained. You have to evoke shades of meaning in very small words.”

In other words, you really can’t teach the average business owner how to come up with a great business name. It’s even hard to teach a great marketer to do naming projects.

 

 

Analytical people have a very hard time coming up with business names that have any nuance at all. Their brains simply aren’t wired for the lateral thinking it takes to concoct a name from nothing. So they usually end up borrowed names using terms with very literal, unimaginative meaning that wouldn’t pass muster for old Claude Hopkins, much less a skeptical, modern consumer.

The most common naming trap is the local, “tell ’em where we’re at” business name…  Just borrow a geographic location, and tack on what you do.

In my town it’s “Central Oregon” blank or “High Desert” anything: Central Auto Repair. High Desert Heating. Central Oregon Dry Cleaning. High Desert Distributing. And almost every brand identity involves mountains.

In San Francisco it’s Golden Gate Heating or Bay Area Brake Service. In Seattle it’s Puget Sound this and Puget Sound that.

Unless there’s absolutely no competition in your local area, there’s no differentiation built in to those names. Might as well be “Acme.”(A lot of companies have names that begin with the letter A, due to the old yellow pages listing criteria. I’m glad that’s no longer relevant)

Another naming trap is the business owner’s last name. If it’s Smith, Jones, Johnson or any other common name, forget about it.

If there are a bunch of owners or partners involved, forget that too. You don’t want to start sounding like the law firm of Ginerra Zifferberg Fritche Whitten Landborg Smith-Locke Stiffleman.

If every partner has his name on the door it’s virtually impossible for the human brain to recall the brand. And it’s just not practical in everyday use… Inevitably, people will start abbreviating names like that, until you end up with alphabet soup. Can you imagine answering the phone at that place. “Hello, GZFWLSLS. How can I help you.”

However, there are times when the last name of the partners can work. Here’s the criteria:

1. The last names themselves must have some relevance, credibility and value in the marketplace.

2. The two names must sound good together.

3. The two names put together don’t add up to more than four syllables.

4. They can be connected into one, memorable name.

Real Estate branding, advertising and marketing services

How to name a new business using your last name.

My firm has a client we named MorrisHayden. Both those names are highly recognizable and trusted in their local real estate industry. Literally weeks after they hung up their sign, they had people calling, saying “yeah, I’ve heard of you guys.”

The Morris and Hayden last names together fit every criteria, but those cases are very rare.

Traditionally, the goal of a good  name was to capture the essence of your positioning and deliver a unique selling proposition, so you could establish supremacy in your space just with your name. Precisely what Claude Hopkins had in mind.

Examples: Mr. Clean, A1 Steak Sauce, ZipLoc, Taster’s Choice, Spic & Span.

But literal names are getting harder and harder to come by. The playing field is getting more crowded, forcing us to move away from what the words literally mean to what the words remind you of.

As Seth Godin said, it’s “The structure of the words, the way they sound, the memes they recall… all go into making a great name. Now the goal is to coin a defensible word that can acquire secondary meaning and that you could own for the ages.”

Examples:  Apple, Yahoo, Jet Blue, Google, BlackBerry, Travelocity.

Frankel says, “the name must be a vessel capable of carrying a message… whether the vessel has some meaning already poured into it or if it stands ready to be filled with meaning that will support and idea, an identity, a personality.”

Starting out, the name Dyson was an empty vessel. Now it’s forever linked with the idea of revolutionary product design in vacuum cleaners, hand dryers, and who knows what else. The brand message behind that company is very clear. This is not your mother’s vacuum cleaner!

So here’s the deal… The first rule of thumb for how to name a new business… Before you start thinking of names, think about the core brand concept.

If you haven’t already pinned down the underlying premise of your brand — the value proposition,  the passion, the values,  the promise — it’s going to be very hard to come up with a great name that works on several levels.

retail marketing strategy

So get your story straight first. Hire someone to help you spell out the brand platform. That’s the place to start. Then, whoever’s doing the name will have something more tangible and enlightening to go on.

When you nail it, the naming process really is magical. Throw enough images, sounds, thoughts and concepts around, and you come out with that one word that just sticks.

Look what BlackBerry did for Research In Motion. That distinctly low-tech name helped create an entire high-tech category.

I’m sure there were plenty of engineers there who didn’t initially agree with the name choice. But those dissenting voices were silenced when BlackBerry became a household word, and their stock options went through the roof.

When I suggested we change the name of a golf course from Pine Meadows to “Widgi Creek” the entire staff thought I was nuts. But the owner vetoed everyone. He was gutsy enough to go with it, and the name stuck. 25 years later it ranks as the most frequently recalled name in the Oregon golf market.

brand name and identity for a supplements company

When we proposed the name “Smidge” for a vitamin supplement company, half their staff hated the idea. The other half loved it. There was no in between, so we knew we had a hit.

Most business owners would have caved in immediately.

Like Hopkins said, “Smidge” is an advertisement in and of itself.  It does everything a good name ought to do… rolls off the tongue, inspires creative advertising ideas, pops out on a store shelf, and makes people smile.

Here’s the branding case study on Smidge.    Or check it out in our health & beauty portfolio.

 

 

Click here for more on how to name a new business from the Brand Insight Blog.

If you want a memorable name for your new business, one that can become an iconic brand, give us a call at BNBranding. 541-815-0075.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

1 The new normal for Ecommerce — How to sell more stuff online.

the new normal for ecommerce by BN BrandingEcommerce is exploding. The COVID 19 pandemic has created a tidal wave of activity in that industry. One of our clients has seen a 550% increase in online sales. A year ago they were wondering how to sell more stuff online, and now they’re wondering how to handle the operational implications of this new normal in ecommerce.

Every e-commerce site from Amazon to Aunt Matilda’s Potato Mashers will get their fair share of the buying frenzy. But most e-commerce businesses could get a bigger piece of the pie, if only they’d do something — anything — to differentiate themselves from pack.

 

 

How to sell more stuff online: Don’t do things like all the other ecommerce guys.

The barrier to entry in ecommerce is very low. Every day there’s more and more competition in every category of ecommerce,  and most of the new players are doing things in very standard, predictable ways.

Everyone is using the same ecommerce web platforms.

Everyone is using the same payment methods and the same email marketing plug-ins to boost their online sales.

Everyone is using basically the same approach to Amazon sales.

So success is going to hinge on doing things differently. A lot of things.

For instance, you can’t just regurgitate the manufacturer’s product spiel. You need to customize your product pitch, improve your copy, and mix up the words a bit.

Besides a ridiculously low price, what do online shoppers want? Most are looking for information. They want insight on the product category and specifics that will help make their purchase decisions easier.

If they’re not quite ready to check out they need facts, reviews, articles or some kind of credible content that helps them narrow their search.

Amazingly few e-commerce brands do a good job when it comes to informative content and sharp, convincing copy.

That’s an easy way to sell more stuff online. Hire a writer to craft a better sales pitch for every product you sell.

Take online ski shops, for instance. When I was in the market for new ski boots I couldn’t even get enough information to research boots on line, much less purchase them.

After hours of work I know a lot more about boot fitting, but I don’t know which models are most likely to fit my feet. In fact, I’ve been to every online ski shop I could find, and only one – REI –  provides anything more than just the manufacturer’s stock product spiel.

If you want to sell more stuff online, you need to think more like REI or Nordstrom. Provide a level of customer service that your competitors can’t.
If you want to establish a successful on-line brand you have to do more than just copy your competitors. You can’t just cut and paste the same exact blurb, same photo and the same specs and expect more market share than anyone else.
You have to differentiate your store. Somehow.

You could offer unique products. (Most niched e-commerce sites offer the exact same products as their competitors. But even if you could find something they don’t have, it’s not a sustainable advantage unless you have an exclusive arrangement with the manufacturer.)

You could offer lower pricing. (Tough if you don’t have the volume of Amazon or Office Depot.)

Or you can have better content presented in your own, unique voice. That, you can do!

I have to admit, I’m not even entertaining the idea of buying ski boots on line. (For me, it’s hard enough buying sneakers online.) But if I were, I’d want a retailer that obviously understands the pain ski boots can inflict:

Toenails blackened and torn. Crippling leg cramps. Wasted $90 lift tickets. Ruined vacations. Endless trips back to the ski shop.

Those are the honest-to-goodness repercussions of getting it wrong. That’s the stuff of compelling sales copy. That’s how you sells more stuff online… Use emotions. Not bullets from the manufacturer’s spec sheet.

BNBranding how to choose the right message for your adsBut not a single online ski shop capitalizes on those emotional hooks. They’re all just lined up, offering the same brands at the same prices with the same pitch and the same reviews.

That’s not online retailing. That’s virtual warehousing.

Your ecommerce copy is like direct response copy… If you want to sell more stuff online, you gotta be colorful and convincing.

Early in my career I wrote direct response copy for Norm Thompson. Before J. Peterman ever became famous Norm Thompson had a unique voice that resonated with its mature, upscale audience. We wrote long, intelligent copy that told a story and filled in the blanks between technical specs and outstanding photography.

When the product called for a technical approach, we’d get technical… I remember writing a full page spread on the optics of Serengetti Driver sunglasses.

For other products we’d turn on the charm and use prose that harkened back to more romantic times.

Helpful.

Heroic.

Practical.

Luxurious.

Comfortable.

These weren’t just adjectives thrown in to boost our word count. They were themes on which we built compelling, product-driven stories. The narratives explained why the product felt so luxurious. Where the innovation came from. How a feature worked. And most importantly, what it all meant to the Norm Thompson customer.

It was the voice of the brand, and guess what? It worked.

The conversion rates and sales-to-page ratios of the Norm Thompson catalog were among the highest in the industry. We routinely got 25 to 30% response rates when we sent sales letters to our house list.

positioning strategy BNBrandingIt’s tough to find anything remotely close in the on-line world. And unfortunately, Norm Thompson hasn’t maintained that unique voice in the e-commerce arena. (If you know of any brilliantly different online retailers, like Patagonia, please let me know. I’d love to add a positive case study.)

Ski boots don’t exactly fit into the category of top on-line sellers. They aren’t impulse items that you need on a weekly basis. They’re heavy to ship. And returns on ski boots must be astronomical.

But on-line retailers could cut down on those returns simply by explaining the single most important thing:

Fit.

Most boots don’t even come close to fitting my feet, so no technical feature is as important as fit. And yet no website that I’ve found provides the simple problem-solving content that says: If you have a D width foot, try this make and model. If you have a high instep, try these. If you have a narrow foot, try these.

It’s not rocket science. It’s just simple salesmanship . The kind you’d get if you walk into any decent ski shop.

And I guess that’s what I’d like to see more of on line. Better salesmanship. At least for the product categories that require more than just a quick glance at the price. Like ski boots.

And one other thing… If you choose to sell like everyone else, at least make your site convenient to use, and functional from a usability standpoint.

I visited one online shop that didn’t even have a working search function. I typed in “Soloman Ski Boots” and got dozens of Soloman products, but not one ski boot. I’ll never go back.

Online shoppers often know exactly what they want. Might as well make it easy for them to find it.

 

 

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