Category Archives for "BRANDING"

9 visual cliches Brand Insight Blog

How stock photos sabotage your brand image – Beware of visual clichés.

BNBranding logoEvery business needs photos… (Your brand image can’t be built on words alone.)  Unfortunately, most people turn immediately to free stock photo sites. Doesn’t matter if the images are for the website, ads, sales materials, email campaigns, social media posts or powerpoint presentations, they go to the same source every time.

The problem with cheap stock photography, in most cases, is this: It bores people to death. The eyes instantly glaze over because the brain’s saying “I’ve seen this a thousand times. There’s nothing new or interesting here.”

How many times have you heard this cliché on a local radio ad… “our friendly, courteous staff is here to help with all your _______ needs, blah, blah, blah.”

Chances are, you changed the channel before they could finish the sentence.

visual cliches Brand Insight Blog

Crummy stock photos have the same effect as verbal clichés.

Please, dear God, not another fake image of your “friendly, courteous staff.” The image above is the classic, customer service visual cliché, and it’s just as bad for business as the blather you hear on local radio commercials.

Unfortunately, stock images like that have become ubiquitous in the corporate world.  ShutterStock alone has more than 100 million images to choose from, and most of them only cost a few bucks apiece. The internet has made it way too easy to drop-in mediocre images.

Advertising agency art directors work really hard to avoid the milk-toast visuals that are so prominent on low-cost stock photo sites. Unfortunately, it takes a lot of time to sift through the stock libraries just to find something that’s sorta close to what’s really needed. Very, very rarely do you find the perfect image for the job.

Sometimes it’s more cost effective to just commission a great photographer to do it right. And it’s always a better creative product.

Unfortunately, clients often balk at the photography line item in proposed budgets. They assume that the perfect photo’s just waiting to be downloaded for ten bucks. At the touch of a button.

Mike Houska, commercial photographer and owner of Dogleg Studios, says easy access to so many images is both a blessing and a curse… he’s selling more stock photos (rights-managed) but the assignment work is harder to come by.

“The royalty-free stock images are so cheap and easy to get, it’s pretty much eliminated all the low-end and middle budget work,” Houska said. “Back in the day, buyers had to comb through a bunch of giant stock catalogs, then call the stock company to do a search that may or may not turn up something. It was a hit and miss proposition at best, and the stock shots weren’t cheap. Now you can easily find a hundred images that roughly fit your criteria. They’re not great, but they’re close, and that seems to be close enough for a lot of people.”

“Close-enough” may work out for the photographers selling their stock images online, but it doesn’t work well if you care about your brand image.

“When you’re selling stock images, it’s just a volume game,” Houska said. “Those photographers want their images to be uploaded a thousand times over, so they make them as generic as possible. In that case, a picture’s definitely not worth a thousand words.”

The question is, do you really want to hang your hat on a photo that’s already being used by hundreds of other companies, including your competitors? Or do you want a compelling image that will help differentiate you from everyone else?

“Close enough” means you’ll look just as boring as everyone else.

Let me pose this… does a “close enough” mentality fit with your corporate culture or your personal approach to business?

What would happen if the engineering department just said, “oh well, that’s close enough”? How’s that going to work out for you?

The fact is, your brand image should be just as important to you as the quality of your product.

golf industry advertising and photography by BNBranding and Dogleg StudiosI’ve been involved in many photoshoots for country clubs. (Now that’s a cliché just waiting to happen.)

There are thousands of decent stock images of golf we could use. And these days, everyone seems to think that drone footage is the answer. But stock photography or drone fly-overs are a dime a dozen.

There’s nothing that will lead the viewer into the experience or tell the authentic story of a particular club. The vast majority of stock photos won’t offend, but they won’t impress either.

So we don’t use any of them. Mike Houska at Dogleg Studios sets up every shot with the painstaking attention to detail that makes custom photography worth every penny.

This shot is a good example. It exemplifies everything that this club is all about. Sure, it’s a beauty shot of the golf course, but it’s also a story of friendly competition, camaraderie, social life and hope.

I believe that successful brands are built on three things: credibility, relevance and differentiation. Cheesy stock photos can hurt you in all three areas…

If you’re trying to convey a message of quality, your credibility goes right out the window with a cheap stock shot. If the shot’s used by anyone else, differentiation is out of the question. And there’s nothing relevant about an image that’s designed to appeal to a mass market of consumers age 25 to 54.

tips for new logo design by BNBranding

So the next time you’re thinking that another stock photo will help your brand image, stop for a minute and ask yourself this: Will this image add anything to the story I’m trying to tell here? Does it support a specific idea, or is it just beige window dressing.

Or worse yet, is it just another visual cliché, like the good-looking customer service rep with the headset? If it is, dump it.

The bottom line is, stock photos are a fantastic resource, but marketers and designers need to do a better job selecting the images.

The problem with stock photography isn’t the photography, it’s the judgement of the person choosing the image. There are great shots to be found, so either spend a lot more time refining your search, or hire someone to get the right shot for the job to begin with. Your brand image will be better for it in the long run.

Another option is to develop your own, proprietary graphics that actually tie-in to the brand identity. For instance, at BNBranding we use a series of images like this to help drive home our points, without resorting to stock photos that are nothing more than borrowed interest.

I’d like to hear about the worst clichés you’ve ever seen in marketing. Visual or otherwise. Post a comment, or e-mail me personally: johnf@bnbranding.com.

If you want to learn more about brand image, try this post. 

If you want help polishing the brand image of your company, call me: 541-815-0075

Keen branding

3 naming a business BNBranding

Naming a baby vs. naming a business

Bend, Oregon advertising agencyNaming a business is tough.  I’ve conjured up thousands of business names, product names, non-profit names and even names for corporate marketing initiatives. Here’s one thing I’ve learned:

Naming a baby is much easier than naming a business.

naming a business BNBrandingFirst of all, with baby names there are only two people who have a say in the decision. Just mom and dad. It’s a simple democratic process where the wife always has veto power over anything the husband comes up with.

When you’re naming a business or a new product you have to build consensus and get buy-in from many people.

Sometimes there are even committees involved, which usually lead to winning names like “Poolife” for a swimming pool cleaning company.

Not only that, you have to get it approved by the lawyers. There aren’t any trademark laws protecting children’s names. You’re free to call your son Sam, even if there are seven other Sams in your neighborhood.

Doesn’t work that way in the business world. There are hordes of lawyers who do nothing but trademark application work and even more important, trademark enforcement.  So if your product name even sounds like something that’s already out there, you’re in trouble.

Case in point: There was a little coffee shop in the small town of Astoria, Oregon that got sued by Starbucks for trademark infringement. It was called Sambucks. And that’s just domestic trademarks. If you’re an ecommerce company shipping product all over the world, you need international trademark protection.

When you’re naming a baby you can simply choose one from a baby naming website.  With company names, you have to rule out every name that’s ever been used before and start entirely from scratch. You can’t even go through the family tree and choose some obscure middle name, like you can with a child.

naming your business or your product - beware of the Nova And then there’s the whole translation issue.

Face it, you probably don’t care what your company name means in Hungarian. But there are dozens of stories of product names like the Chevy Nova, which didn’t translate real well. (In Spanish, Nova means “does not go.”)

If you’re doing business globally, your naming project just got astronomically harder.

And here’s an important distinction: your child’s livelihood doesn’t depend on people remembering his or her name. Sure, unfortunate names like Major Slaughter, Ima Nut or Moon Unit might cause a lifetime of grief, but they won’t make or break the poor kid’s career.  In business, it’s hard to overcome a really bad brand name.

Most business owners who are trying to come up with a brand name think they can do it themselves. After all, they named their children successfully. How hard can it be?

But brand names are a different story. The do-it-yourself approach usually results in one of three types of lame names:

• Overly clever, pun-filled names like The Hairport or The Family Hairloom. Har har.

• Totally boring, literal names like the Third Street Coffee House…  Mediocre coffee in a mediocre location. Or Optimum Nutrition for a supplement company.

• Names that backfire completely when applied to internet URLs: Need a therapist? Try www.therapistfinder.com. Need some good art, go to www.speedofart.com. Looking for a nice pen? www.penisland.com.

A good name can be costly, but not nearly as costly as blunders like that.

another example of bad business naming

This might be a great screen printing company, but the name…

So save yourself a lot of time, money and frustration by hiring a branding firm to help from the very beginning. You need a team, not just a designer… a wordsmith AND a graphic designer AND a good trademark attorney.

You should also find a firm that has a formal business naming process, because there’s a lot more to consider than just what you “like” or don’t like. When you follow a disciplined process it becomes much more than just a naming exercise.

It’s strategic planning.

Choosing the right name often forces people to make critical strategy decisions. So the first thing to consider is your market niche… Does the potential name fit your niche? Expand your niche? Or maybe narrow your niche is a positive way.

Think about pronunciation… how the name sounds when you say it out loud. Get input from a designer to assess how the name will look in type. Long names don’t work as well on a bottle.

Think long and hard about the connotations of the word. What do people associate with it? Does it translate? Is it confusing?

new approach to website design

Then there’s the sticky-ness factor. Is the name unique and memorable enough to stick in people’s heads? Google is a good example… no one knew what it meant at first, but it ranked high on the stickiness index.

When you delve into all those criteria, a fundamentally subjective process becomes a little more objective.

Your name is the foundation of your brand. So if your business IS your baby, get started right with a memorable name.  Call BNBranding for affordable help with your brand name and identity. Or check out this post for more info. 

Here are a few of the brand names we’ve created from scratch: PointsWest for a resort development on the west side of Bend on the edge of the Deschutes National Forest.  “Sit Down Dinners” for a family-style personal chef service. “Aspire” for a smoking cessation program. Widgi Creek for a golf club. (No one knows what Widgi refers to, but they sure remember it.) Eathos for a new brand of vegetarian frozen dinners. Tavo Valera for a residential community. The list goes on. The well is deep.

Here are a few other exnaming services from BNBranding amples of names, both good and bad:

• Federal Express decided to shorten its name, and became Fed Ex. A smart move, considering that’s what everyone called them anyway. Besides, repainting all their jets with the new shorter logo saved the company millions year in fuel costs alone.

• Dress Barn??? How many women will admit to shopping there, much less bring herds of friends in? Tough to be a brand ambassador for a place called the Dress Barn.

• Drug companies spend billions every year on names, yet they come up with some of the worst: “Nasalcom” for an inhaled antihistamine. Sounds like a rat poison that works when they sniff it. “Vagistat” for a yeast infection medicine. “Cutivate” for a skin condition medicine. “Aspercreme” for an ointment that doesn’t even have any aspirin in it. “Idebenone” for neurological disorders. The list is long.

Viagra, on the other hand, is a great drug name. It says virility and vitality and conjures romantic images of Niagra falls.

1 bank branding on the Brand Insight Blog from BNBranding

Is “Inspiring Bank” an Oxymoron? The Branding of Umpqua Bank

It’s interesting, where people find business inspiration. For some, it’s the pages of Forbes or podcasts with big-name entrepreneurs. For me it’s the bookstore or the latest issue of Communication Arts or working directly with business owners.

I don’t think anyone looks at bank branding as a source of inspiration.

bank branding on the brand insight blogBanks are not known for their inspiring interiors or groundbreaking marketing practices. The most exciting thing to ever happen at my bank was the emancipation of the counter pens…  They were released from their chains and replaced with crappy logo pens that are now free to take home with just a purchase of a $10,000 15-year Certificate of Deposit.

Nope. The banking industry is the last place I’d look for business inspiration or marketing insight. That is, until I met Ray Davis, the recently retired CEO of Umpqua Bank.

Turns out, he’s not inspired by the banking industry either.

According to Davis, the key question driving strategy discussions at Umpqua has been, “How can we get people to drive by three other banks to get to ours?”

That question has steered the bank’s team to look outside the financial sector for inspiration. For instance, Umpqua’s brand has been heavily influenced by the retail industry. “Build the branches around interactions, not transactions.”

Umpqua Bank has grown from $150 million to $24 billion in assets during Davis’ time as CEO. Today it has 350 stores in three states. But perhaps more importantly for the brand, Umpqua has been included in Fortune Magazine’s list of 100 best places to work  — eight years in a row.

Bankers and banking consultants from all over the world visit the Umpqua headquarters in Portland and the San Francisco branch to see what they’re doing and how they’re doing it. And what’s even more impressive is that executives in completely different industries are also looking to Umpqua for inspiration.

Turns out, we really can learn from a bank when it comes to branding.

So what’s behind it? What’s turned this small town brand into one of the fastest growing banks in the nation?

“Umpqua started to take off once we realized what business we’re really in,” Davis said. “I don’t believe we’re in the banking industry. We’re in the retail services business.”

When Davis applied for the job at Umpqua he warned the Board of Directors that he was going to throw out all the old conventions of the banking industry and start something completely different. Because he believed they couldn’t compete against the big guys in any conventional way.

“Banking products are a commodity,” Davis said. “You can’t differentiate yourself that way. The big guys are just going to copy any good new product we come up with. But they can’t copy the way we deliver the service. They can’t copy our experience.”

bank branding on the Brand Insight Blog from BNBrandingFor that, he borrowed ideas from two great retailers… Nordstrom and Starbucks.

Umpqua stores look more like the lobby of a stylish boutique hotel than they do a bank. You can settle into a comfortable leather chair and read all the leading business publications. Have a hot cup of their Umpqua blend coffee. Check your e-mail or surf the web. Listen to their own brand of music and maybe even make a deposit or open a new account. Who knows.

It’s a dramatic leap when you compare that experience to the cold, marble standards of the banking industry.

Clearly, Davis knows how to execute. He doesn’t talk about “execution” per se, but he obviously has the discipline to match the vision. He’s knows how to motivate and how to manage an organization through dramatic changes. And he’s built a corporate culture that aligns with the brand promise.

Here are some of the things Davis has successfully implemented and some reasons why bank branding is now on my inspiration radar…

• Random acts of kindness:  Local Umpqua teams just do good stuff, like buying coffee for everyone who walks into a neighboring Starbucks. They don’t have to ask permission.

• They get their customer service training from Ritz Carlton.

• Every Umpqua employee gets a full week of paid leave to devote to a local charity. That’s 40 hours x 1800 employees! Any other banker would do the math and say it’s too costly. Davis says it pays off 100 fold. That’s bank branding at it’s best.

• They have their own blend of coffee. Shouldn’t every great brand have its own blend of gourmet coffee?

• Proceeds from Davis’ book “Leading for Growth. How Umpqua Bank Got Cool And Created A Culture of Greatness”go to charity.

• They invented a way to measure customer satisfaction. As Fast Company Magazine put it: Umpqua Bank has a rigorous service culture where every branch and each employee gets measured on how well they deliver on what they call “return on quality.”

• They embrace design as a strategic advantage. At Umpqua branches, everything looks good, feels good, and even smells good!  It’s the polar opposite of a crusty old bank. It’s a pleasing environment, which makes an unpleasant chore much nicer.

• Davis GETS IT. He knows, intuitively, that his brand is connected to their corporate culture. “Banking executives always ask, ‘How do you get your people to do that?’ It’s the culture we’ve built over the last 10 years. It doesn’t just happen. You don’t wake up one day and say, gee, look at this great culture we’ve got here. Our culture is our single biggest asset, hands down.”

Umpqua-bank-interactive• He’s a great communicator. Davis doesn’t use banking stats to motivate and persuade. He uses stories, analogies and real world examples.

• He embraces the idea of a big hairy audacious goal. In fact, everyone answers the phone “Thank you for calling Umpqua Bank, the world’s greatest bank.”

So the next time I’m looking for inspiration, maybe I’ll skip my usual haunts and head down to the bank for a cup of coffee.

For more inspiration, try THIS post.

For inspiration regarding your own marketing efforts, call me at BNBranding.

 

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.

Choose one main thing BNBrandingWhen 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.

Then 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

ipod-advertising1But 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. 

3

When Branding outpaces the brand. And vice versa.

First of all, let me address the common confusion around the two “B” words in this article’s headline: Brand and branding.

The verb “branding” is often mistakenly associated with logo design. You’ll hear someone say, “Oh, we’re going through a complete re-branding exercise right now,” which in reality is nothing more than a refresh of the logo. A graphic design exercise.

Branding is much more than that.

Branding refers to everything that’s done inside the company — and outside — that influences the perception of the brand.

If you redesign the product, that’s branding.

If you engineer a new manufacturing process that gets the product to market faster, that’s branding.

Choosing the right team of people, the right location, the right distributors, the right sponsorships… it all has an impact on your brand.

So branding is not the exclusive domain of the marketing department. It’s not even the domain of  your employees… consumers, vendors and partners often do the branding for you, in the form of tweets, posts and good old-fashioned word of mouth.

For this post I’d like to focus one small but crucial aspect of branding:  Design. (Yes, art does have a place in the business world!)

nest-thermostat-11There’s no denying that design can make or break a company. Just look at what NEST has done… Started in 2010 with simple, brilliant designs of everyday products and sold for $3.2 billion producing a 20x return for its investors.

And yet the simple brilliance of a great product designer, the flair of a graphic artists, the effect of an illustrator, and the poetic power of  a great copywriter is often overlooked in favor of finance guys and programmers.

The work of these commercial artists is ridiculously undervalued in the corporate world.

Probably because it’s part of  a completely irrational, subjective realm that many data-driven executives are not comfortable with.  There’s too much intuition and blind trust involved. (You can’t show ’em charts and graphs that prove the new design will work. And let’s face it, evaluating art is not exactly in the wheelhouse of  most business owners or C-level execs.)

So what happens, most of the time, is the design lags behind the brand.

While the business is moving quickly forward, the brand identity, packaging and advertising get stuck in the past. Then the managers, in an after-thought, say jee, maybe we should re-do our logo.  (Whereas with NEST, design was an integral part of the brand from the very beginning. It’s no accident that the founders of NEST worked at Apple.)

Tazo brand design and branding on the Brand Insight BlogOccasionally, when there’s a really great design firm or ad agency at work, you’ll find design that outpaces the brand.

Here’s an example:

When Steve Smith first started  Tazo Tea he approached designer Steve Sandstrom and copywriter Steve Sandoz to do some “branding.”  (i.e. the usual name, logo and package design exercise for a new product line.)

But when that creative team was done, Smith realized something… “Wow, this is really nice work. I think I need to start making better tea.”

The tea guru could envision the success of the new packaging, but not with the product as it existed at the time. The branding had outraced his product.

brand and branding of Tazo Tea on the Brand Insight Blog So the owner of Tazo did what all enlightened business owners do… he followed the lead of his design team and started making a better product. He m

ade sure his tea was in line with his brand identity.

That identity was a brave departure from anything else in the tea market at the time. It was outlandish. And yes, it was completely fictional. And yet, it helped make TAZO the #1 selling brand of tea in the country. They nailed it on several fronts:

Differentiation: The Tazo packaging resembled nothing else.

Mystery: The tone of the brand was mysterious and intriguing.

Creativity: When you’re creating a brand from scratch, it helps to employ a little creative license. Without it, you’d have a boring, fact-based brand that wouldn’t stand out.

Alignment: The product was tweaked to align with the design of the brand.

02_19_13_Tazo_7Smith eventually sold TAZO to Starbucks, and look what’s happened to the packaging.

Will it move off the grocery store shelves and maintain market share? Probably. Does it fit into the Starbucks brand design guidelines? Sure.

But the mystery is gone.

For another example of outstanding branding, try THIS post.

BNBranding's Brand Insight Blog

 

The Inside-Out Approach To Building A Brand — Start with your people

more effective advertising from BNBrandingI’m always amazed by business owners and CEOs who spend considerable time and money building a brand, only to neglect the most important component of their brand: Their people.

If you want to build a great brand, you better start on the inside and work your way out. Seriously. If you can’t convince your employees to be your greatest brand ambassadors, who can you convince?

If they aren’t drinking the Kool-aid, and building a brand with enthusiasm, who will?

It’s interesting, during a brand audit, to compare the company’s external market research data with prevailing internal attitudes. I’ve seen companies that accurately claim to have a 98 percent approval rating. “Customers love us,” they say. But when we talk to employees, suppliers, past employees, and friends and family, a completely different tune emerges.

thumbs-down-smiley-mdDespite the happy customers, we often find a vocal group that is ready, willing and quite happy to talk smack about the company’s policies, procedures and practices.  Not only are those groups NOT great brand ambassadors, they’re brand bashers.

When that becomes a pattern your brand image, and ultimately your business, will take a hit.

That’s why it’s so important to hire wisely, pay people well and treat them fairly. That’s why you start on the inside. That’s why branding is not just a marketing department thing, it’s an every department thing. That’s why the H.R. department actually plays a critical role in building a brand.

Yes, H.R.!

Just as there are sponsorships, ad campaigns and even products that are “off brand,” employees can also be off brand. Especially when it comes to senior management teams. If your VP of Marketing is not on the same page as your CEO, you’re going to have some major challenges. If you have a parade of people leaving the company, your brand will take a hit.

thumbs-up-smiley-hiIn order to avoid those conflicts that create a revolving door of turnover, your H.R. department, or whoever’s recruiting and screening new recruits, needs to be immersed in your brand.

They should know your corporate culture inside and out and they should understand your purpose, mission, vision and management style.  That’s how they find new employees who will become brand ambassadors rather than brand bashers.

Think about that. Of all the places you’ve worked, how many of those companies do you still talk up, and how many do you talk down?

Chances are, you’re still loyal to a few.

I know people who worked at Apple, Amazon and Nike 20 years ago who still follow those companies fervently. They run in the shoes, invest in the stock and remain brand loyal long after they’ve moved on to different jobs. Even when they’re off building a brand of their own, they’re still devoted to the old brand.

There are more than 2000 Starbucks employees who are attending Arizona State University free of charge, thanks to the Starbucks College Achievement plan. I bet those kids will be Starbucks fans for life.

In “Built To Last’ James Collins and Jerry Porrass show that great companies have “cult-like” cultures. (I think the word “cult” is not quite right. It’s more like a club.)

The point is, Collins proved that great companies have a very clearly defined ideology that you either buy into, or not. “If you’re not willing to adopt the HP Way or the gung ho, fanatical customer service atmosphere of Nordstrom, then you’re not a good fit for those brands. If you’re not willing to be “Procterized” then you don’t belong at Procter & Gamble.”

You won ‘t see a Walmart executive or store manager leave for a position at Whole Foods. Not going to happen.

blog article from ad agencies bend oregonPatagonia, Nike, Whole Foods… companies with passionate, clearly defined cultures are not always easy to work for. In fact, they often demand more of their people than the competitor next door.

But the alternative is much worse…  No culture to speak of. No clearly defined brand. No core ideology for people to rally around. Poor morale. High turnover. Weak leadership. Those are the hallmarks of a brand in decline.

Scott Bedbury uses a nice parenting analogy in his book A New Brand World. “As brands evolve over time, they absorb the environment and karma of an organization, not unlike the way children are influenced by the place they call home. Both brands and kids thrive in an inspiring, learning, caring environment where they are appreciated, respected, protected and understood… So organizations, like parents, must instill values and behaviors that are not only positive, but consistent. ”

If the leadership of a company changes frequently, consistency goes out the door with them.

When you work on your brand from the inside out, your team shows a united front, and front-line employees become what Seth Godin calls “sneezers.” Spreading the gospel of your brand in positive way. When you neglect your people, and focus only on customers, disgruntled employees spread something much worse.

It’s up to you.

BNBranding's Brand Insight Blog

 

 

If you want help building your brand, contact me… John Furgurson at BNBranding.

If you want more information on building a brand from the Brand Insight Blog, try this post.

Deschutes Brewing Going National (How to grow without selling your soul.)

Bend, Oregon is a small town better known for big fun than big business. There are only a few local brands that have grown to national prominence. It’s fitting that one is a craft beer.

When it comes to craft brewing and brewery marketing, Oregon is the undisputed leader. And Bend is #1 in Oregon, with the most brewpubs per capita in the country.  (28 at last count, with at least a dozen more in the works. Bend’s population is 90,000.)

brewery marketing in Bend, Oregon by BNBrandingIt all started 28 years ago when Gary Fish opened Deschutes Brewery. Since then, Deschutes has grown into the 6th largest craft brewery in the country, and the 11th largest U.S. brewery, period. That’s big. And with the planned building of the new Deschutes Brewery in Roanoke, Virginia, it is getting bigger all the time.

So here’s the challenge: How do you grow rapidly and build a national brand without alienating the home-grown early adopters who got you started? Oregon’s full of them… influential beer snobs who drink a lot and blog about hop crops, IBU counts, and the relative benefits of barrel aging.

I sat down with Jeff Billingsley, Director of Marketing at Deschutes, to discuss the Deschutes brand and the lessons learned from his career in brewery marketing.

Billingsley is one of the only employees at Deschutes that has experience in “Big Beer.” As a Brand Manager for Coors and then Miller/Coors, Billingsley managed some well-known brands, including Miller High Life, Keystone and Hamms before joining Deschutes in 2012.

“After the merger at Miller/Coors the company was completely financially driven. It was all about the bottom line,” he said. “When I started at Deschutes it was just the opposite. The brewmasters ran the show, and they concerned themselves with brewing the best beer, not managing to a certain margin.”

Brewery marketing -Deschutes Brewing goes national Of course Deschutes wouldn’t be so successful if they didn’t have some processes in place. Billingslee said the team has become more business minded in the past few years, but the culture at Deschutes still is firmly rooted in the craft of brewing and the cult of the brewmaster.

“We (in the marketing department ) don’t identify market opportunities and say, “brew this.”  Billingslee said. “We still let our brew masters do what they think is right and try to guide the category, rather than follow it. Gary Fish (CEO) has always believed in that. Just because there are many breweries killing it with IPAs doesn’t mean that’s what we’re going to do.”

The competition in every craft brew category, from IPAs to stouts and sour beers, is fierce. There are now 3,040 craft brewing companies in the country, and that number is expected to double in the next few years. Everyone’s jumping on the local beer bandwagon, and the mind-numbing number of choices is becoming one of the biggest challenges for Deschutes — and everyone else.

“There’s tremendous growth in the industry right now, and every market we enter has some good, local brewers that we have to compete with. I think the local movement is more of a threat than our bigger competitors. We can’t talk to beer geeks in markets outside of the West Coast. To those people, we haven’t established credibility. We’re just another brewing company trying to come in and steal business from the little local start-up.”

Billingslee said that being entrepreneurial is one of the keys to competing on a local level in any market. It also comes from the top at Deschutes. Gary Fish was named Earnst & Young’s Entrepreneur of the Year in 2013.

bend branding firm blog post about Deschutes Brewing“It’s a much more entrepreneurial environment than I imagined it would be, Billingsley told me. “We really are empowered to try new things.” That’s one of the keys to Gary’s success. We’re less focused on what the competition is doing, and more focused on what WE should be doing. That’s what motivates our people.”

“You have to define winning for yourselves, on your own terms. For us, winning isn’t just about market share. It’s about the experience of our fans, it’s about maybe getting people to try something new, as much as it is about volume.”

Billingsley said the company recently went through a “deep dive” of self examination and research to get a clear picture of their corporate culture and their brand. They hired a new ad agency out of Boulder Colorado and will be introducing new packaging and new advertising in the coming months.

So what is the single most important thing?

DeschutesIPAForayBelgianIPA“Understand what your brand really stands for, stick with it, and find the right execution that fits that. Don’t change who you are in order to chase a market or some new opportunity.”

As the old saying goes, “the main thing is keeping the main thing the main thing.” At Deschutes, that’s the”damn tasty beer.”

Their craft beer continues to win awards at the most prestigious national and international brewing competitions. Their two flagship beers, Black Butte Porter and Mirror Pond Pale Ale, do well in every market they enter. Their downtown Bend Brewpub had its biggest month ever in August. And most importantly, they’re introducing new flavors that keep the Deschutes taps relevant even for the most discriminating beer lover.

According to brewery marketing data by the Brewer’s Association, Deschutes currently has three of the top 15 new craft beer brands. I personally think they’re killin’ it with Foray, their seasonal,  Belgian style IPA. D-licious. Deschutes.

Note: This is not a paid post on brewery marketing, although I happily accept gifts in the form of free growler fills.

For more on brewery marketing and more examples of successful local brands that have gone national, try THIS post.

BNBranding's Brand Insight Blog

content marketing for small business

Content Marketing – Finding and providing something genuinely worthwhile.

content marketing for small businessWhen The Cluetrain Manifesto was first published on the web back in 1999, Christopher Locke wrote, “the internet has made it possible for genuine human voices to be heard again.”

What do you mean, “again”?

Never has the average Joe been afforded  unrestricted access to an audience any bigger than the crowd in a neighborhood pub. This giant electronic soapbox delivers a world-wide audience. Anyone can pontificate at will, on any subject, and potentially reach billions of people across the globe.

How cool is that?

content marketing Brand Insight Blog by BNBrandingThe democratization of online publishing allows anyone, anywhere, the ability to post thoughts, opinions, photos and articles. It has inexorably changed politics,  journalism, medicine and business. It’s a game-changing tool for small-business marketing.

You could argue that it’s the greatest thing since the invention of the radio broadcast.

 

On the other hand, the Internet is also producing a cacophony of epic proportions.

Brand Insight Blog

 

 

 

Used to be, you had to have genuine expertise a in a given line of work in order to get “coverage.”  If you wanted to get published  you had to get past the editors in control, and they were brutally picky.

So the criteria was strict: You had to have something unique to say and a unique voice with which to say it. Therefore, publishing articles was not a particularly common element of most small-business marketing plans.

Content marketing is a different story.

There are no editors screening the content delivered on the internet. Any dimwit can start WordPress blog. Content farms are selling the same articles over and over and over again for $10 a pop. Regurgitation and plagiarism is now being touted as “content curation.” Corporations are hiring print and TV journalists to produce marketing content disguised as authentic news. Bloggers are now “digital influencers” peddling their soapboxes to corporate marketing managers.

Probably not what the ClueTrain authors had in mind.

I frequently get solicitations (ok junk mail) offering pre-written “content” for this blog. For me, it’s a business proposition that just doesn’t compute.

Most of the time the article offered is off-topic, as if my marketing-minded audience will suddenly be interested in  a piece about overnight skin rejuvenation. Often these unsolicited articles are obvious plugs for a product or a company. They’re never well written, thoroughly researched, or authored by anyone I follow/respect in the business.

Why on earth would I run an article like that?

How could that approach to content generation possibly be good for my brand? Or my audience?

Sure, I could probably generate a little bump in short-term traffic, but it’s not going to produce loyal readers. In fact, it’s more likely to drive readers away.

Great brands are built on consistency and quality, not just clicks.

I also get a lot of questions from aspiring bloggers, so here’s a piece of advice… Think about your brand first, and clicks second.

If you produce content of value — something you and your audience really care about— then the traffic will come eventually. There is no shortcut to success, and a genuine human voice will always play better than some anonymous article you picked up and reposted, along with a hundred others bloggers.

Also, always remember how much saturation there is. On most subjects it’s too much information from too many questionable sources. It’s in one ear, and out the other.

For instance, you could never wade through all the online chatter about social media marketing…

“Will it help my small business marketing effort? Can I build a brand around it? How do social media marketing? Can I generate leads on Twitter? Where’s it all going? What’s it all mean for small business marketing?”

I don’t know. It’s still evolving.

But I know this: Just because you have a blog and a few thousand friends on Facebook doesn’t make you a social media marketing guru.

There are a lot of young wannabes in that field who will gladly charge you for consulting, but few real gurus. It’s too new, too experimental. Guru status comes from wisdom, proven results and the perspective you can only get from years of experience.

So if you’re a brand manager, marketing director or business owner trying to figure out the social media thing, beware. Many of those purported experts or thought leaders are just good salespeople and tech-savvy online self-promoters riding the wave. When you’re scouring the internet for insight, pay close attention to the attributions and read the “about us” section to find out who’s really doing the talking.

Locke preached a sermon of hope for the digital pulpit. He predicted that the internet would forever shift the nature of business communications, and he envisioned a world where the consumer would have a voice and corporations would have to listen.

Pretty good crystal ball, he had.

Many big brands are embracing the online “conversation” and are getting better at communicating on a one-to-one level. They may not be the earliest adopters, but they’re catching on and beginning to respond to consumer wishes.

If nothing else, they’re now painfully aware when people start spreading negative word-of-mouth.

But corporations don’t control the bulk of the internet conversation.

It’s the small-business marketing experts. It’s the average Joe on his soapbox with a big ego and a pay-per-click budget. It’s the stay-at-home baker who wants to brag about her latest batch of cookies. It’s the teenage entrepreneur cashing in on Youtube.  Those little businesses are popping up faster than you can say, “what happened to Myspace?”

And that’s great.

Unfortunately there also are many modern snake oil salesman peddling their wares with content marketing. Despite the advances of social media, (or maybe because of the advances) there’s more phony crap out there than ever before.

The self-help industry. The diet programs. The plastic surgeons. The get-rich-quick guys. And my personal favorite, the golf swing gurus. Every Tin Cup wannabe has an instructional DVD or downloadable E-book available on the web. And they’re all “guaranteed to shave strokes off your game.”

Golf Digest wouldn’t publish any of them on a bet. The quality is no better than the corporate spiel that Locke railed against in Cluetrain Manifesto. “The voice is like a third-rate actor in a 4th rate play reciting lines that no one believes in a manner no one respects.”

Yep.

Sometimes I long for the good old days when websites weren’t free and there was some barrier to entry on the internet. But not really.

We’ll all put up with some noise in exchange for the freedom of speech that the internet provides. And small-business marketing is better for it.

Now I’m just hoping for a natural weeding out process.

For more on small-business marketing and content marketing, try THIS post.. 

For affordable small business marketing help, call me at BNBranding.

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2

Brands of Love (How to build a loving relationship with your customers.)

BNBranding logoI’ll never forget my first pair of skis… Hand-me-down Heads from a by-gone era. Jet black. Heavy as can be, but oh so lovable!

That was 5th grade. Since then, I’ve purchased eight more pairs of skis and four were the same brand: Head.

John Furgurson BNBranding blog post about brands we love

That’s me. Notice the head logo on the tips. No photoshopping involved.

The latest is a pair of Head Rev 105s, and I’m absolutely loving them. I tested many different brands — and they were all good — but I chose Head.

Why?

Because it’s one of those brands of love that I grew up with.

Every time I ski on them, and every time I see another Olympic racer on the podium with Heads at their side, I get even more attached to that brand. It’s a life long love affair.

The Head Ski Company was founded in 1950 with the first metal composite ski — a revolutionary progression from the days of hickory.

In the 1960’s Head sold more than 50% of  all the skis in the U.S., even though they were priced two times higher than the competitors. It was a premium product with plenty of sex appeal. Jean Claude Killy raced on Heads. Today it’s Lindsey Vonn.

Howard Head

Howard Head

To me, buying skis is like buying a car. I can name every car and every ski I’ve ever owned, and I have fond memories associated with every one.

I  strayed from Head for awhile, cheating with Atomics, Blizzards and Rossignols, but I keep going back to my first love — to the brand that I first associated with the freedom, thrill and challenge of skiing.

That’s branding.

A lot of people gripe about commercialization and marketing as an evil activity or a “dark art.”  They say they’re being manipulated, somehow, into buying stuff they don’t want or need.

That’s nonsense. I believe we need MORE relationships like that. More love of any kind! Less indifference and more brands of love.

Just think… If we could all be passionately connected to more of the things we purchase on a day-to-day basis, wouldn’t the world be a better place?

Imagine how your day might go if you felt as passionate about your filling station and your pharmacy as I feel about my skis.

What if the routine chore of picking up dinner was transformed into a delightful experience that you could look forward to every time. What if you had a genuine love for your dental office?

Even root canals would be a more pleasant experience.

It’s human nature to love. We crave strong, loving connections to the things and people in our lives. Brands play that role quite well. We’re naturally drawn to the companies and products that show love to their employees, their customers, their environment.

Whole Foods, Patagonia, Clif Bar are three good examples… they’re passionate companies that attract passionate customers.

In his book Lovemarks, Kevin Roberts talks about closeness, trust, intimacy, passion and commitment. Those are the traits of any loving relationship,  and if you can attain that in your relationship with customers you’ll have what Robert calls a Lovemark. The gold standard of brands.

What you have to remember is that Love is a matter of the heart, not the head.

You’ll never achieve Lovemark status by sticking to facts, data and a logical list of product features. Not unless you’re selling to robots.

And empty, corporate catch-phrases are even worse. Like a bar-closing come-on by a desperate frat boy… you might lure someone into a one night stand with that approach, but it’s not going to get you a second date, much less love.

In focus groups people talk about love all the time.

“Oh, I just love my Subaru.”  Or, I just love Tide. I won’t buy anything else.”

Subaru took the loving feedback from their customers and built it into its advertising. (It doesn’t move me, but I’m not a Subaru guy. There are a lot of W

brands of love on BNBranding's brand insight blog

RX fans and Outback fans who’ll absolutely love that approach.)

So stop thinking about how to improve “customer satisfaction” and start thinking about how to make them LOVE you. Want you. Chose you.

How can you initiate a relationship like the one I have with Head Skis?

It’s not easy because that one is connected to some of my fondest childhood memories. Think about that… If you really want to ramp up your branding efforts, start creating memories that your customers will love to recall, 50 years from now.

It takes a lot of extra effort, attention to detail, transparency and goodwill build brands of love. But it pays off… in better sales, in higher business valuation, and in articles like this one.

Write a comment… Tell me about your favorite brands of love.

If you want more on lovable brands, try THIS post.

Or the Lovemarks website. 

Guerrilla marketing in BNBranding's Brand Insight Blog

2 What you can learn from the Olympics. (Branding and the Olympic Rings.)

I’m a big fan of the winter Olympics. I got hooked as a boy when Franz Klammer made his infamous, gold medal downhill run at the Innsbruck Games, and I’ve been watching ever since. I’ve even watched some of the curling competition and ice dancing (yikes).

Franz Klammer on the edge of disaster.

 

 

 

 

The summer games are fun too, but they don’t have the thrill-factor of the winter games. Crews rowing in a straight line just isn’t as exciting to watch as downhill skiing. And a diver doing a twisting three-and-a-half into a pool just isn’t as edgy as a guy on skis doing a triple flip with five twists. But the Games are always inspiring, and for marketers, there’s a lot to learn from the Olympics. It’s one of the greatest branding case studies of all time.

Every two years there’s a massive new event to be planned, a venue to be marketed and a sub-brand to be designed. The Olympic rings are the enduring anchor.

In 2010 the Vancouver Games started on a sad note, with the death of a luge competitor. There have been other unfortunate mishaps in the Olympics over the years… Terrorism in Munich in 1972. The Soviet boycott of the Los Angeles games in 1984. The Tanya Harding thing in 92. A bomb explosion in Atlanta in 1996. But every time the games suffer a set-back, the Olympic brand bounces back stronger than ever. The brand  is perched on such a high pedestal around the world, it’s almost bullet proof.

Here’s an example: In 1995, the IOC awarded Salt Lake City the Winter Games for 2002.  As it turned out, the decision was fixed. IOC members had taken millions of dollars in bribe money. As a result, the top leaders of the Salt Lake Olympic Committee resigned. Ten members of the IOC were expelled and 10 more were sanctioned.

But the Olympics rose above the fray. By the time the Salt Lake Games commenced, the scandal was all but forgotten. Organizers actually raised the price of corporate sponsorships 30 percent.

In the last 20 years the price tag for an Olympic sponsorship has risen dramatically. NBC paid $775 million for the Sochi games alone, $4.38 Billion for the Olympic broadcast rights through 2020.

The summer games in Rio boasted more than 1,500 hours of coverage across six NBCUniversal platforms (NBC, NBCSN, CNBC, MSNBC, USA Network and NBC Olympics.com) and more than 1,000 hours of live streaming coverage. Visa paid $65 million dollars just for the privilege of associating their brand with the Olympic rings for four years.

 what you can learn from the Olympics brandingNo other sporting event commands that kind of attention in the corporate marketing world. You could argue it’s the most desirable brand affiliation on earth. Companies are clamoring to hang their hats on those Olympic Rings.

Why? Because the Olympic brand represents something that goes way beyond athletic competition. It’s the intangible “spirit of the games” that makes it riveting for the audience, and desirable to the corporate world.

Every Olympic Games is filled with real-life stories of triumph and tragedy. Every night for two weeks there are new characters, new story lines, new scenic backdrops, new drama. It’s heroes and underdogs, great feats of strength and stamina juxtaposed with delicate dance moves and tears of joy.

As the San Jose Mercury News put it, “it’s the ultimate reality show.” And we eat it up. It’s human nature. It’s a two-week event, every other year, that has all the components of great brands:

wbWINTERluge_wideweb__470x325,0• The Olympics are authentic and unscripted.

At the Olympics you find ordinary people pursuing their favorite sports, not for the hundred million-dollar endorsement deals, but for the pure sense of personal accomplishment. Especially in the winter games. (Even in Canada there can’t be much money in curling.) There are track athletes who switch to Bobsled in the winter, just to have a chance at achieving their dream of competing in the Olympics.

The authenticity is obvious in post-event interviews… The athletes are less rehearsed and obviously passionate about their sports, and about the Olympics. You don’t get those canned, banal responses like you do in the NBA. For instance, Lindsey Vonn was riveting after her win in Vancouver. And Ashton Eaton, after his follow-up win in the Decathalon.

And when it comes to PR damage control, the IOC has handles things pretty well. When Olympic officials went on TV to face questions about the luge incident in Vancouver, the tears were genuinely heartwrenching. No spin whatsoever.

Corporate America could learn a thing or two.

• The Olympics are dramatically different.

Most notably, the Olympics are less commercial than other mega-events like the Superbowl or the soccer World Cup.

There’s no on-field branding allowed in the Olympics. Even though they paid $65 million, you’ll never see a giant VISA banner hung behind the medals stand or along the boards in the figure skating arena. And the athletes aren’t plastered with logos, ala-Nascar.

At The Games, the Olympic brand always takes precedent over any other type of branding, personal or corporate. So even when you have NHL and NBA stars competing in the Olympics, it’s not about them or their sponsors. It’s about The Games.

Ashton Eaton on the brand insight blog bend oregonThe competitors even take an oath. They swear to uphold the tenets of the Olympic Charter and willingly pee in a cup after every event. They are required to put their own, personal gains aside for two weeks and compete for their countries “in the spirit of friendship and fair play.”

It may seem a little cheesy, a little old fashioned, but that’s a central element of the Olympic brand. It’s still relatively pure.

• The Olympics have remained relevant for more than 100 years.

The characters change and individual events evolve, but at The Olympics the narrative remain consistent:  Lifelong dreams of glory. National pride. Individual triumph of the underdog.

With the fragmentation of TV viewing, live sporting events are becoming more and more important to the networks. And there’s something uniquely compelling about obscure sports that you’ve never tried, and that you only see during the Olympics…

Ski as fast as you can — cross country— then stop, drop and shoot. Plunge head first down an icy, serpentine track on a “Skeleton” sled, at 70 miles per hour. This isn’t Little League or typical, suburban soccer mom stuff.

For people who never ski it’s hard to appreciate the technical nuances of traditional, alpine ski racing. Same can be said for the skating events… The general public has no concept of the difficulty and physical demands of a 4-minute figure skating program. It looks too easy. Even though most people can’t relate, they still watch.

The Vancouver Olympics drew massive television audiences, even beating out American Idol in the Neilson ratings. Almost 35 million Americans tuned in to the last part of the gold medal hockey game. And in Canada, 80% of the population watched at least part of that game.

And hockey wasn’t the only big draw. Overall ratings of the Vancouver Games in the U.S. were up 25 percent over the 2006 games in Torino. That year, snowboarding, skier-cross and short track speed skating helped bring in record audiences among the 12 to 24 year-old demographic. In the Sochi games they added even more events designed to appeal to the younger demographic, including  a half pipe competition for skiers and snowboarders as well as women’s ski jumping. In 2018 they’re adding the big air competition, which competes directly with the XGames.

• The brand is way more than a mark.

Five, multi-colored, interlocking rings. That’s the official mark of the games that dates back to 1920. As the Olympic Charter states, the rings “represent the union of the five continents and the meeting of athletes from throughout the world at the Olympic Games.”

That’s the literal interpretation of the Olympic logo. But it goes much deeper than that.

You’ll often hear brand managers and consultants talking about “core brand values” and the underlying meaning of great brands. Well, the Olympic Brand means much more than just medal counts and TV ratings. It’s not just winners and losers. It’s national pride and the triumph of the human spirit.

What you can learn from the Olympics is to define your own narrative and then stick with it.

When you watch the Olympics and get sucked into the story lines, you’ll see what I mean. In this age of Red Bull events and the XGames, maybe the Winter Games aren’t as relevant as they once were. But we’ll see. I’m betting that it will continue to inspire audiences. Just as I was enthralled with Franz Klammer, a whole new generation will be inspired by the latest Olympic athletes.

 

For more marketing lessons on brand credibility, try this post on the Brand Insight Blog.