Category Archives for "SMALL BUSINESS MANAGEMENT"

new approach to website design

A new approach to website design – What’s the big idea?

BNBranding logoI grew up on the creative side of the advertising industry. In that world, big ideas produce big bucks. Agency creative teams toil endlessly to come up with the spark of an idea that can be leveraged into a giant, category-busting campaign.

When it comes to winning new accounts, ad agencies pit their ideas, head-to-head, with the big ideas from competing agencies. Winner takes all. In that business, big ideas are the currency of success.

a new approach to website design BNBrandingBig ideas are also the bread and butter of the start-up world.

Entrepreneurs and VCs are constantly searching for innovative, disruptive ideas that solve a problem, attract venture capital and produce teaming hordes of 28-year old billionaires.

And in Hollywood, producers are aways searching for high-concept movie ideas that break out of the normal, predictable patterns and produce box-office mega hits like Avatar or Titanic.

There’s absolutely no doubt that big ideas can transform a brand — from bland to brilliant. And there’s no doubt that your website is great place to showcase that big idea.

But you’re going to need a new approach to website design.

Unfortunately, when it comes to the typical website project, big ideas are as rare as a Harry Potter blockbuster.

Most small business websites are nothing more than bad corporate brochures in electronic form. Everywhere you look there are cookie-cutter templates, lousy stock photos and “keyword-rich” copy that sounds like it was rendered by a robot rather than written by a pro.

You wouldn’t take a generic ad template that all your competitors are using, fill in the blanks, and then spend $20,000 to run it in a national magazine. But that’s essentially what a lot of companies are doing with their website design projects. It’s like paint by numbers, and the results are mind-numbing.

I’ve come to the conclusion that we need a whole new approach to website design.

Because the current standard operating procedure for website projects is all wrong. It shouldn’t be a project at all, it should be an ongoing initiative. It should always be evolving and improving, just like your business.

“When’s it going to be done?” is the wrong question to ask.  It should never be done.

Instead, ask “What’s the big idea?” What’s the novel concept that will differentiate this website from all the rest, and move viewers to action?

A new approach to website design BNBrandingEveryone in the web development world knows that web projects get bogged down by one thing: “Content.”

The tech guys who build sites are always waiting for interesting headlines, engaging copy, uncommon offers, authentic stories and brilliant graphics to arrive from the client. Sometimes, it seems, for an eternity.

Because that’s the hardest part. Building a site on a WordPress theme is easy compared to the work that has to be done, up front…

First you need some Strategic Insight. Then the Big Idea. (Think “Got Milk” or “Where’s The Beef.”) THEN execution… That’s where all the elements come together.  1-2-3.

Unfortunately, most companies jump right to Step 3.

In the web design arena, the tail is definitely wagging the dog. It’s technology first, process second, content third, design fourth. Nowhere does the big idea come into play. It’s the most commonly overlooked element of any web project.

So here’s my advice for any business owner or marketing person who’s thinking of “doing a new website”:

Forget about that. Stop thinking of it as a website design project, and instead, launch a campaign that starts with a with a big idea that is showcased on the website. Think of it as a long-term marketing program, not a short-term project. Think of it as a new approach to web design that’s more wholistic, more integrated, and more effective than the old way.

Yes, paddling back upstream is often difficult work. And you often need outside help to come up with the strategic insight and big idea you really need. But the effort will pay off.

The big idea is the branding thread that connects all your marketing efforts… It’s not limited just to your website. It should carry through to your social media campaigns, your paid advertising, your PR and even your customer service procedures.

a new approach to website design by BNBrandingWhen you begin with a big idea, the website falls into place quite naturally. It’s just another tactical execution of the big, strategic idea. When it’s done right, it obviously aligns your marketing strategy and tactics into one, kick-ass idea.

For more on the new approach to website design, try this post.

If you’d like an affordable, honest assessment of your current strategy and website tactics, click here. 

If you want expert marketing assistance, just give us a call. 541-815-0075.

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Catching frogs and campfire songs — Branding lessons from summer camp

BNBranding logo

I find branding lessons in some pretty funny places. Like on a wart, on a frog, on a log at summer camp.

Every summer when I roll up the sleeping bag, pack the bug spray and make all the preparations for another camping trip, memories of my childhood summer camps come flooding back. Like the lyrics of my favorite old campfire song:

There’s a hole in the bottom of the sea.
There’s a hole in the bottom of the sea.
There’s a hole, there’s a hole, there’s a hole in the bottom of the sea. 

There’s log in the hole in the bottom of the sea.
There’s log in the hole in the bottom of the sea.
There’s a hole, there’s a hole, there’s a hole in the bottom of the sea.

There’s a knot on the log in the hole in the bottom of the sea.
There’s a knot on the log in the hole in the bottom of the sea.
There’s a hole, there’s a hole, there’s a hole in the bottom of the sea.

branding lessons from the Brand Insight BlogThere’s a frog on the knot on the log in the hole in the bottom of the sea.
There’s a frog on the knot on the log in the hole in the bottom of the sea.
There’s a hole, there’s a hole, there’s a hole in the bottom of the sea.

There’s a wart on the frog on the knot on the log in the hole in the bottom of the sea.
There’s a wart on the frog on the knot on the log in the hole in the bottom of the sea.
There’s a hole, there’s a hole, there’s a hole in the bottom of the sea.

There’s a hair on the wart on the frog on the knot on the log in the hole in the bottom of the sea.
There’s a hair on the wart on the frog on the knot on the log in the hole in the bottom of the sea.
There’s a hole, there’s a hole, there’s a hole in the bottom of the sea.

There’s a germ on the hair on the wart on the frog on the knot on the log in the hole in the bottom of the sea.
There’s a germ on the hair on the wart on the frog on the knot on the log in the hole in the bottom of the sea.
There’s a hole, there’s a hole, there’s a hole in the bottom of the sea.

So what’s what’s that silly old song have to do with branding? Where are the branding lessons there?

 

 

The germ on the hair on the wart on the frog is your logo. Its just one, teeny-tiny part of a much bigger branding effort.

Don’t let anyone tell you differently. A new logo mark does not constitute a “branding effort.” Logo and Brand are not synonymous.

If it’s done well, your logo is a graphic reflection of your brand, but it’s just one small part of your branding effort. That’s the branding lesson here.

Branding is everything you do in business that might effect the perception of your company.

It’s the words you choose that go with your logo, or on your website. It’s the people you hire, the vendors you choose, the values you hold dear, the marketing tactics you deploy and the companies you affiliate with.

Branding is more than just the images you show. There’s also an audio component of branding that’s often overlooked… the music you play in the office, the sound effects you use in commercial, the script for answering the phone.

Like it or not, everything matters. Branding lessons can be applied to every facet of your business.

 

Branding lesson from BNBrandingMore branding lessons from Camp Wannalogo. Use songs. Sounds. Hearing.

Branding should employ all the senses, not just sight. You should strive for what Martin Lindstrom calls”sensory synergy”… Sight, sound, touch and smell.

But short of that, at least employ sound.

Echoic memory — the memory of songs, lyrics, tunes and sounds — is dramatically sharper than iconic memory — the memory of what you see.

I remember that old song from summer camp. I remember jingles from my childhood. I all the lyrics from a coke commercial, vintage 1970. I remember the first three notes of thousands of popular songs… name that tune.

And yet most businesses completely ignore the elements of sound in their branding efforts.

They spend thousands and thousands of dollars on high-def video production, and they completely ignore the music. The sound effects. The quality of the voice-over. It’s a shame.

 

Choose one main thing BNBranding

These days, summer camps have learned some important branding lessons of their own… They’ve become very specialized.

The camp owners have figured out that they can’t be all things to all kids, so they’ve narrowed their focus.

There are canoe camps, music camps, space camps, water sport camps, tech camps and camps for any interest under the sun.

They’ve figured out that branding means giving up something.

By catering to very specific interest groups, they have way fewer incidents where the parents have to drive out and fetch a teary-eyed, home-sick camper just a few days into it.

That’s a good branding lesson, right there… Make the experience something the kids want to remember and repeat. Not something they want to flee from.

 

Here’s another element of branding that I picked up at summer camp: Creative names, colorful flags and house identities.

Camp Wannigan. Yes, I wanna go again.

Camp Waziyatah.

Camp WeeHahKee

Camp Funnigan.

Your brand name is probably the most important element of your initial branding effort. If  you have a crappy brand name you’ll have a very hard time designing around that problem.

Design firms will go to great lengths to deliver a beautiful new mark and type treatment for you. They’ll devise extravagant reasoning for their graphic solution, and it’s usually a huge visual improvement.

But that’s as far as it goes.  All the other components of branding — the bigger issues —  are left to the client to handle.

From a broader, business perspective, logo design is but a speck on the pimple of that frog. Like one song in a lifetime of campfires. Some stick, but most are quickly forgotten among the overall experience.

So don’t kid yourself. That new logo isn’t going to make up for mediocrity in other departments, like customer service. It’s not going to plug the gaping hole in your operations or compensate for a crummy, me-too product.

BN Branding lessonsActions speak louder than logos.

It’s what you do as a company, and what you believe in, that make a brand. Not just how your logo looks reversed out of a dark background.

So if you’re thinking of redesigning your logo, I suggest you look a little deeper than just the design exercise. Take the opportunity to assess every aspect of your business, and ask yourself this?

Am I seeing the bigger brand picture, or just the germ on the hair on the wart on the frog?

For more on logo design vs. branding, try this post.

For a more wholistic approach to branding, give us a call.

 

4 Brand Insight Blog Apple's new HQ

Class A office space, Class A brand — Brand alignment with your location

BNBranding Bend, Oregon advertising agencyIt was said to be Steve Jobs’ last great obsession… Apple Park.

The new corporate headquarters looks like a spaceship from a 1950’s sci-fi story. 12,000 employees in one building. 2.8 million square feet of space. The world’s largest panels of curved glass. 9,000 draught-tolerant trees. 5 billion dollar price tag.

The ultimate expression of the Apple brand under Jobs. And big-league brand alignment.

Brand Insight Blog Apple's new HQ

 

 

Steven Levy recently wrote a fascinating feature about Apple’s new headquarters for Wired magazine. For that piece, he interviewed Apple’s Chief Design Officer, Sir Jonathan Ive, who recently left Apple to start his own firm.

Ive oversaw the design of every Apple product from 1997 to 2019. Since Design is the heart and soul of the Apple brand, one could argue that Ive is the heart of Apple.

“It’s frustrating to talk about this building in terms of absurd, large numbers,” Ive said. “While it is a technical marvel to make glass at this scale, that’s not the achievement. The achievement is to make a building where so many people can connect and collaborate and walk and talk.” The value, he argues, is not what went into the building. It’s what will come out.”

 

More fantastic designs. More signature products from the world’s most valuable brand.

Brand alignment involves a lot of things… It’s how you communicate the Brand to your employees. It’s the events you sponsor and the companies you’re affiliated with. It’s the consistency of your messaging and graphics. It’s product design and yes, it’s even the design of your new office.

In Apple’s alternative universe, the giant circular ring of glass is perfectly aligned with the brand.

All Fortune 500 companies spend enormous sums on corporate headquarters because they understand that it really does matter to their most important brand ambassadors… employees.

Your office space says something about your brand and your culture. No matter how big or small your company is.

brand alignment Chiat Day building in Venice BNBranding.

Famed architect Frank Gehry designed this building for Chiat Day Advertising. Now it’s occupied by Google.

Small professional service firms should also make sure their space aligns with their brand.

When you’re selling a service, and have no tangible product, your workspace is an important physical manifestation of the brand.

(Or at least is used to be, before COVID 19)

In fact, depending on the business you’re in, your office space might be the single most important example of brand alignment.

For instance, when it comes to selecting an ad agency, office space always figures into the equation. The workspace is a tangible display of the agency’s creativity and “out-of-the-box” thinking. (Or lack thereof.)

Clients love doing business with the cool kids in the cool offices. They want to go somewhere that feels different, more energized or more “free” than their own place of business. It’s an escape from their normal, day-to-day reality. Clients feed off that. (Take a tour of Weiden & Kennedy’s Portland headquarters and you’ll see what I mean.)

If you’re an architect or an interior design firm it’s even more important… Your office space is an everyday opportunity to show off your work. It’s “Exhibit A” in the firm’s portfolio. It better be impressive.

For attorneys it’s about showing off their ivy league law degrees and proving, somehow, that they’re worth $450 an hour.

Cue the leather sofa and the $20,000 desk.

Harry Beckwith, in “What Clients Love,” tells how State Farm Insurance chose a firm to handle a huge payroll and benefits contract. They looked at all the proposals, narrowed the field, sat through presentations and listened to pitches from several very capable companies. They were all pretty comparable in price and service.

Then they dropped in, unexpectedly.

The State Farm guys walked through the offices of each competing firm, said a quick hello to their contacts, and chose the office that “felt the best” based on that one visit.

It’s a completely irrational, emotional, gut-instinct thing. (Have you ever walked into a restaurant and just felt an instant, knee-jerkingly negative vibe?)

First impressions matter. Details matter… Location. Colors. Layout. Even the coffee you serve says something about your brand. Is your company percolating along on Folger’s, or is it serving up a hot shot of espresso with a perfect crema on top?

Ask yourself this: Is there a disconnect between what people see in your marketing materials and what they experience in your office? Be honest.

Is your office space in alignment with your brand and your corporate culture? Many small companies that are genuinely warm and inviting in person maintain offices that are far too chilly and corporate. They’re trying so hard to look big and important they overstep their own brand personality.

And vice-versa.

Big banks work hard to make themselves sound friendly and personable in their advertising. Then you walk into any branch, and the decor is vintage 1990s institutional snooze fest. And unfortunately, the customer experience is usually aligned with the decor.  (One notable exception is Umpqua Bank.)

TVA Architects BNBranding's Brand Insight Blog

Ideally, you want to align the look, feel and functionality of your office space with the brand personality, culture and operation of your company.

Easier said than done.

You can’t just take the “about us” section of your website and hand that off to an interior designer and expect a miracle.

If you’re moving into a new space, or thinking of a refresh of your current office, it helps to go back to an honest assessment of your brand… To your core values and your main messages that always seem to get relegated to internal documents and forgettable, corporate mission statements.

Your brand needs a bible.

That way, you always have a clear reference point. A testament. A philosophical road map that can be the inspiration for your marketing efforts, your business initiatives and your latest office makeover.

So when you’re looking at colors and carpet and furniture you can hold up the bible and say, “is this on brand? Is this really us?” Is this the right direction?

When I’m working with a new client I always start with that fundamental. I work with companies to spell out their brand and put it down on paper.

It’s not easy. It requires research, a lot of listening on my part, and a lot of soul searching from the client. (More than most people ever have time for.) But it saves tons of time later on by eliminating false starts when we’re working on tactical marketing items like digital advertising, a trade show booth, a powerpoint deck, or a new corporate video.

Or new interiors, for that matter.

“The right input is crucial for corporate jobs,” says Lisa Slayman of Slayman Design. “When clients are wishy-washy about their brand… that’s when things get difficult.”

The same goes for marketing.

“The best clients are the ones who are clear about what their company stands for. What their brand is. When I see it down on paper, that makes it a lot easier to translate to the interior design job. It makes every decision easier.”

Getting the brand message right and communicating it quickly and clearly is one of the most important things you can do as a business owner. You can’t have brand alignment if you don’t have your brand defined.

Your brand bible should inform hiring decisions, marketing decisions, operational decisions and even finance decisions. It should unite people and provide the crystal clear marching orders you need to move continually in the right direction.

If you don’t have one, call me.

When you approach new office space from a strategic, brand perspective the interior design becomes another opportunity to reinforce a specific set of values and beliefs. You can integrate your brand aesthetic into the everyday lives of your people and your visitors. So if some prospective client just happens to pop in, you’ll leave the right impression.

The brand impression.

Here’s what Apple CEO Tim Cook said about the new Apple Park… “Could we have cut a corner here or there? Sure. It wouldn’t have been Apple. And it wouldn’t have sent the message to everybody working here every day that detail matters, that care matters.”

For more on why brand alignment matters, try THIS post. Bend BN Branding Logo

 

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Death in a small business — Brands outlive their founders.

BNBranding logoIf you got hit by a bus, what would happen to your brand?

Nothing derails a small business faster and more dramatically than death. In many cases, death IN a small business means the death OF the business.

No two ways about it… When a partner dies, or experiences a death in the family, the business suffers. If a key employee dies, it’s terribly, horribly disruptive to the typical small business.

The question is, have you built a brand strong enough to survive a devastating personal loss? Have you done any business succession planning that would allow your small business to survive?

My dentist lost his 3-year-old daughter in a drowning accident.  How do you go back to drilling teeth after that?

bnbranding Brand Insight BlogMy business partner lost her 14-year old son to a rare form of brain cancer. Jumping back into her role at work wasn’t exactly a priority.

Our lead art director dropped dead shoveling snow a couple winters ago. It was horrible.

Children. Siblings. Parents. Clients. Close friends. When you lose them, you also lose hard-fought momentum, motivation and money if you’re in business for yourself.

And chances are, you won’t even care.

All those niggling managerial details that seemed like a high priority will almost certainly fall by the wayside.

Thankfully, clients and vendors are usually very forgiving in times like that, but if you don’t have some kind of contingency plan, you’re liable to experience yet another loss… of your business.

 

 

Personal loss is particularly hard on professional service businesses. When my mother died, I was physically ill for weeks. I was literally grief sick and unable to work. Thankfully, I have a great team behind me, and a strong brand to fall back on.

Imagine a key attorney in a small law firm. A star architect. A senior executive recruiter with a big, fat rolodex. These key players are often the lifeblood of a company. Or as CFOs like to call them, “irreplacable assets.”

When those people go, the business goes often with them.

Before you get too depressed to read on, here are some practical tips on what can you do to protect yourself from death in a small business. It’s not just about hiring the right law firm and doing some succession planning. (Although that’s a good idea.) It’s about working ON your brand, from day one.

Protect yourself from a death in your small business by building your brand before you need it.

Once you’ve built an iconic brand, the business is much more likely to survive a traumatic loss. Sounds great, but how do you do that?

BNBranding use long copy to be authentic

Make it about more than just money.

Great brands stand for something beyond business. There are values built into the brand that transcend time and personnel.

Patagonia for instance… if Yvonne Chounard were to die in a climbing accident, the brand would endure. Not just because it’s a big company, but because they have a large clan of customers and employees who share the company’s core values.

Have a better hiring strategy.

Business succession planning involves hiring the right people to carry the torch. You want people who share your values and your vision, not your management style. Rather than hiring clones of yourself, find people smarter than yourself, with diverse backgrounds, experience and style. That way you’ll achieve some balance in the organization and it’ll be easier to fill a void, if something terrible happens.

positioning strategy BNBrandingKeep your story straight.

Too many companies get fixated on their logo and forget about the brand story they have to tell. Logos change and evolve, but the core brand story should always stay consistent.

Unfortunately, many C-level executives can’t articulate their brand story. Even Richard Branson has a hard time with the question, “what’s the Virgin brand about?”

(It’s not just about Richard Branson)

So before something bad happens, put your brand story down on paper. Hire someone to help you craft the story that doesn’t revolve around any one person. Then stick with it.

Build strong alliances.

Successful companies tend to have a large number of friendly  brand affiliations.  They don’t operate in a vacuum.

The more companies, people, brands and causes that you are affiliated with, the more support you’ll have in tough times. But don’t forget… all those affiliations need to be aligned with your brand. You don’t want just random alliances.

Devise a succession plan before you need it.

It’s kind of ironic… in order to get funding, start-ups have to include a slide about their exit strategy. And it’s usually pie in the sky stuff.

But many established businesses that are actually good targets for acquisitions never even think about succession, much less a devistating death of a partner.

It’s one of those painful things that always gets pushed to the bottom of the to-do pile.

But you need to make time for business succession planning and long-term branding.  If you’re an owner, a manager, or just an employee, you need to know what would happen in the worst-case scenario.

For more on how to build an iconic brand, try this post. 

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7 Branding firm BNBranding

Effective Personal Branding — The corporate head shot is not the ticket.

Recently we had a client who didn’t like the photos we had taken for her website. She didn’t appreciate the fact that we had done something different than the usual, corporate head shot. She said they didn’t look “professional enough”  — didn’t think it was good personal branding.

The problem is, her idea of “professional” translates to invisible. Because everyone has a boring “professional” portrait. And doing the same thing is the worst thing for your personal branding efforts.

Just because you’re in a professional job, such as real estate, insurance or law, doesn’t mean you have to look professional in a boring corporate sense. That’s classic, rear-view mirror thinking… “well, that’s how they’ve always done it in my business, so I better do it too.”

Nonsense.  If that’s how it’s always been done, do just the opposite. Differentiation is the name of the game. Relevance, Differentiation and Credibility. Those are the fundamentals of personal branding.

 

 

 

You’d never differentiate yourself on Match.com with a stiff, corporate photo, so why would you sell yourself that way in professional circles? What sells on Match.com is the same thing that sells in the corporate world: Real life. Personality. Emotions. And Honesty.

Deceptive images might get you one date, but they won’t work in the long run.

Realtors are acutely aware of their personal branding efforts. And yet, they’re notorious for using crummy, outdated photos.

I rejected a realtor once because of her photo. I interviewed her because she had done a lot of advertising. Her face was everywhere! But when I met her in person I was literally taken aback.  She didn’t even look like the same person. She was at least 25 years older than she appeared in her photo.

truth in advertising BNBranding

I didn’t discriminate because of her age, I rejected her because she wasn’t honest with me. She purposely — knowingly — misrepresented herself. And for me, that’s a deal breaker.  It’s not a big leap to think she would also mis-represent my house, or my position in a negotiation.

John Furgurson personal branding from BNBranding

That’s me.

So, no thanks.  Next candidate. There are plenty of other realtors waiting in the wings.

I suspect a lot of hiring managers think the same way. It’s human nature in a superficial world. We make snap judgments without even knowing we’ve made them. We are all biased, especially when it comes to looks.

So unless you’re super-model hot or as handsome as George Clooney, why would you want to show your face on every ad, every card, every page of the website? Besides ego.

A headshot does nothing to differentiate you from the rest of the realtors, lawyers, consultants or insurance agents with boring corporate headshots.

On the contrary.  It lumps you in with everyone else. All the bad moustaches and lousy suits on the guys make you look like you belong in a police line-up. And 90 percent of the women look like they’re trying way too hard. (Can you say “photoshop?”)

Successful personal branding hinges on authenticity, and there’s nothing authentic about most corporate head shots.

BNBranding use long copy to be authenticSome have argued that Realtors should include a portrait because “they don’t have a product to sell. They are the product. “

I suppose that’s true to some extent. The problem is, they’re all “me-too” products.

That is, they all do exactly the same thing, in the same basic manner. There’s no difference in service from one to the other, and most head shots shot confirm that suspicion.

Realtors, dentists, attorneys, and millions of other “professionals” perform a service. How a head shot looks has no bearing whatsoever on their ability to provide a good, valuable service.

A head shot may, or may not, help establish credibility. Someone might say, “well she looked trustworthy,” but unless you look remarkably different than everyone else in your market area, it will not help differentiate you from the thousands of competitors.

Rosey is a symbol of strength for our client, Morris Hayden. Works much better than the client’s photo ever could.

Instead of showing yourself, why not find something that’s more meaningful…  an image, graphic or a logo that means something to you, and possibly even conveys a benefit.

Use a symbolic, conceptual image that isn’t so darn obvious. A bit of mystery is a powerful marketing tool.

Or better yet, devise a service that actually IS different, and then show that. Find a simple image the conveys that difference at a glance.

If it’s not a relevant photo, it’s not good personal branding.

If you’re selling your services as a bouncer, your physical looks are absolutely relevant. You have to look like a bad ass, so your portrait should be shot in dramatic, intimidating fashion. Black and white. Forced perspective. Arms folded and straight faced.

Same thing if you’re a personal trainer. A photo of your physique is proof that you know what you’re doing.

But that doesn’t work for realtors, lawyers or accountants.  No one says, “Wow, she looks like a great realtor!”  No one makes a purchase decision based only on your photo, but they will judge you, for better or worse.

So if you absolutely must use a headshot, here’s some advice for getting a photo that doesn’t look like it came from the Sears portrait studio:

1. Remember, image matters. Execution matters. If you use sloppy, poorly-lit photos on your website or your LinkedIn page, that’s going to reflect poorly on you. You’ll get judged for that, like it or not.

2. Get a life, and show it.  You’re not a robot. Get photos that are an accurate reflection of the real you. Use props or interesting settings. Do something that conveys your personality.

3. Save yourself a lot of time and frustration by using a pro the first time. There’s a HUGE difference between accomplished amateur photographers and professional photographers who can actually make a living from the images they sell.

4. Realize that women are almost impossible to please when it comes to portraits.  If you have a staff of 10 women, nine will be unhappy, no matter what. Show them 90 proofs, and they’ll reject every single one, out of hand.

So if you’re running the show, don’t give them too many choices.  Trust the photographer and just show the top three. And whatever you do, don’t let them take the photos home for a consultation with their sisters, girl friends or daughters.

5. A good photo reveals your frame of mind. If you’re feeling confident, sexy and intelligent, it’ll come through. (Assuming you’re using a good, professional photographer)  If you’re defeated, depressed, or angry, that’ll show too. So do whatever you have to do to get in the right frame of mind for a photo shoot. Have a glass of wine. Loosen up. Have fun with it.

6. The camera is just not kind to some people. The minute the lens cap comes off, they freeze up faster than a popsicle in Nome. If that’s you, look for a photographer who has a photo-journalism background and let her do some candid, newsy shots. Don’t pose! Do something natural and let her capture the action.

7. Remember, photography is an art.  So be open minded and let the photographer be creative.  If you go into a photo shoot with very specific, pre-conceived notions, you’ll miss out on a great opportunity to shine.

Bottom line: There is a place for portraits in the marketing world. People like to know that they’re dealing with a real person, so the “about us” page of your website is a natural place for those head shots.

Anything beyond that is probably ill advised. Why show your face at all?  It’s brand recognition you want, not facial recognition. They can always just Google you if they want to see what you look like.

For more on branding fundamentals, try this post. If you want some help with your personal branding, give us a call. 541-815-0075.

BNBranding's Brand Insight Blog

 

 

1 waste in advertising BNBranding's Brand Insight Blog

Garbage In, Garbage Out — How to avoid waste in advertising

BNBranding logoI took a load to the local dump the other day. As I hucked yard debris and unwanted consumer goods out the back of the truck, I got to thinking about waste in advertising…

There are mountains of it.

Despite all the analytics that are available, and the digital targeting, and the plethora of marketing options, waste still happens. And for smaller businesses that are trying to maximize every penny spent, it really stinks.

how to avoid waste in advertising

Often it’s due to a lack of strategy. (Here’s the difference between strategy and tactics)

As an ad agency copywriter I often found myself working on poorly defined assignments. It wasn’t a lack of creative juice… we always had a lot of good ideas. The problem was lack of strategic direction.

More often than not, we simply didn’t have anything insightful to go on, which in turn produced waste in advertising… wasted time, wasted talent and wasted money.

Creativity without strategy is like a Ferrari without a throttle.

Many small ad agencies simply don’t have the personnel to provide insightful strategy. Agency Account Executives who manage clients often don’t have the experience they need to provide true strategic guidance.

Or the client doesn’t want to pay for the research and planning that is really necessary.

So the creative teams have to come up with a strategic nugget of their own, or continue throwing conceptual darts, hoping something sticks. Not a good arrangement for either party.

 

 

 

So here’s some insider’s advice on how to work with your ad agency,  digital marketing firm, or whoever’s handling your marketing communications in order to reduce waste in advertising:

First of all, if you want the creative product to be memorable and effective, you’ll need to do your part as a business owner or Director of Marketing. That means staying involved and providing concise strategic input in the planning phase of the advertising process.

Because it really is a case of garbage in, garbage out. And there’s already too much garbage out there.

Avoid the advertising landfill with a good Creative Brief.

Every ad agency has its own version of the Creative Brief. Creative teams rely almost entirely on this document, so the only way you can be sure your ads will be on target is to agree on the strategy mapped out in the brief. As a client, it’s imperative that you understand that document, and sign off on it!

Jon Steele, the strategy guy on the famous “Got Milk” campaign says a good creative brief should accomplish three things:

“First, it should give the creative team a realistic view of what their advertising needs to, and is likely to, achieve.

Emphasis on realistic. Honest. Authentic.

Second, it should provide a clear understanding of the people who the advertising must address. It should include some real insight on the target audience, not just a one sentence list of the demographic group.

And finally, it needs to give clear direction on the message to which the target audience seems most likely to be susceptible.”

In other words, be clear and be relevant.

waste in advertising - BNBranding's Brand Insight Blog In a nutshell, Steele says the creative brief “is the bridge between smart strategic thinking and great advertising.”  When it’s done well, the strategy and the creative execution are perfectly aligned. When it’s not done well, it produces a lot of waste in advertising.

Unfortunately, smart strategic thinking is often lacking in the small-agency environment. Agencies pay lip service to it, just like they pay lip service to doing “breakthrough creative.” In reality, most small agencies simply don’t think things through very well before the creative teams begin working.

It’s perfectly natural considering the creative product is their only deliverable. Everyone wants to get to the sexy stuff, ASAP.

Sergio Zyman, former CMO with Coke-a-Cola, says “ strategies provide the gravitational pull that keeps you from popping off in all different directions.” Likewise, the creative brief is the strategic roadmap that keeps all your agency people heading in the same direction.

Drafting a truly insightful brief is both a creative and a strategic exercise. Andrew Cracknell, Former Executive Creative Director at Bates UK, says “planners take the first leap in imagination.”

Steele says the brief should not only inform the creative team, but inspire them. Instead of just listing the problems that the creative team will face, a great brief offers solutions.

Brand Insight BlogIn the case of “Got Milk,” the brief said ditch the “good for you” strategy and focus instead on deprivation… what happens when you’re out of milk. That was a HUGE strategic leap. The creative team took it from there.

So if you’re a client, insist on staying involved until the creative brief is absolutely nailed down. Then sign off on it, and set the creative team free in the right direction.

Then, when they present the creative product, you can judge not on subjective terms, but on one simple objective question: Does it follow the brief in a memorable way?

Don’t overwhelm them with data.

Advertising people don’t look at business like MBAs do. And as a general rule, they hate forms. So don’t expect your creative team to glean much inspiration from sales reports and spread sheets. And don’t assume they understand the fundamental metrics of your industry.

You need to have your elevator pitch and your essential marketing challenges nailed down in layman’s terms before you go to an agency or a freelance creative team. As Zyman said, “If you want to establish a clear image in the mind of the consumer, you first have to have a clear image in your own mind.”

Do a presentation for the agency… present your version of the facts, and then engage them in dialog. It’ll force you to focus on strategic thinking and it can generate tremendous team energy.

But don’t be surprised if they question your most fundamental assumptions. That’s what they do.

Remember, advertising people are specialists.

Don’t expect your agency team to grasp all the nuances of your business. Even though agencies often claim to immerse themselves in your business, all they really care about are creative forms of communication.

If you want someone who understands balance sheets and stock option restructuring, hire a consulting firm.

And frankly many digital advertising specialists don’t even care about creativity. They just want to put something “out there.” Anything to fill an insertion order.

It’s unfortunate that so many ads are nothing but garbage. But if you have your act together from a strategic branding standpoint, and stick to the process, a good agency can be a tremendous asset.

It’s a two-pronged approach: First, collaborate to answer the question “What are we going to say.” That’s the strategy piece. The let the pros decide “how are we going to say it.” That’s the execution piece.

It’s a classic win-win arrangement: They can win awards, and you can win business.

For more on positioning and how to avoid waste in advertising try this post.

To get some of your own, call us. 541-815-0075

BNBranding's Brand Insight Blog

hire the right marketing person

How to hire the right marketing person — the first time.

hire the right marketing person from a branding agency in bend, oregonBNBranding logoMost business owners have no idea how to hire the right marketing person. I’ve seen many good, stable companies churn through dozens of people before they find a match.

The revolving door gets costly.

The companies I work with rely on small, efficient teams of people for all their marketing needs, and without good leadership the marketing efforts can go completely astray.

So sometimes, the best marketing advice I can offer is how to hire the right marketing person.

It’s not easy, and the answer varies dramatically, depending on the skills and interests of the CEO or owner. But one thing’s for sure… If you have a fledgling start-up, you better think carefully about the type of person you hire to spearhead your marketing efforts.

 

The most common mistake is hiring a specialist to do it all… someone who’s deep into SEO, or social media, or web development, or graphic design. Whatever.

Those “doers” are all important team players in your marketing mix, but what you need is a thinker/doer to lead the way. Unless you’re a marketing generalist yourself, you’ll need an idea person who can wear many different hats.

According to the Harvard Business Review, “top marketing talent must be able to combine skills that don’t often go together, and might even seem contradictory…  Analytical + Creative. Innovation + Execution. Storytelling + sales skills.”  You won’t find that combination of skill sets in a specialist.

Brand Insight Blog by BNBrandingIn this age of marketing specialization, you need a generalist… someone who can take the podium and speak for you one minute, and then jump in and get work done the next.

Here are three good tips on how to hire the right marketing person:

1.  Broad experience means better perspective.

The marketing game is changing quickly these days, and there are a lot of moving parts. You need someone with enough perspective and experience to understand the entire playing field and keep all the balls in the air.

If you hire a specialist you’ll get a myopic view of marketing and branding. If she only has experience in social media, she’ll assess your entire branding effort and come up with many creative ways to use social channels.

It’s like the old saying… if all you have is a hammer, everything looks like a nail.

Recently I sat in on a presentation by a young man pitching his social media expertise to a non-profit organization. With no research, no understanding of the brand or the business model, and no experience to speak of, he was absolutely convinced that the organization ­­should replace every other marketing tactic with social media advertising.

That’s not the kind of thinking that will take your business to the next level.

3. Specialists don’t know strategy. 

Specialists often talk “strategy.” One will offer an email marketing strategy, another candidate will bring a social media strategy, a digital strategy, a direct response strategy, a Facebook strategy, an SEO strategy and even a SnapChat strategy.

hiring the right marketing person Brand Insight BlogIf you’re not careful you’ll be swimming in “strategies.”

Don’t be fooled. There’s only one strategy. Everything else is just a to-do list.

British adman Simon Pont puts it quite well: “One strategy, one collective intent; many expressions and executions, all with moving parts and all aligned. It’s all about linking into that one given strategy and expressing it through many specialties.”

You can always hire outside help on a project-by-project basis to execute specific tactics and get through that tactical to-do list. What you can’t find so easily is someone who can think strategically and come up with ideas that actually do qualify as a true marketing strategy.

“A strategy is an idea… a conceptualization of how a goal could be achieved.”

Emphasis on IDEA! Successful marketing strategies are rooted in big ideas. Not punch lists.

For a big idea you need someone with creative skills, uncommon business sense and a good working knowledge of all the different marketing specialties.

In a perfect world you’d find an experienced, well-rounded marketing pro who brings advertising planning experience as well as creative skills to the table… a one man marketing machine who could to analyze market research data one day, extrapolate that one little nugget of consumer insight you need, and write a brilliant ad the next.

That’s a rare breed. If you find someone like that, pay him or her handsomely. Give them tons of freedom and let them in on every crucial management decision. I guarantee you, your company will be better off for it. If you can’t find that person, call me.

3. Effective managers know something about what they’re managing.

If you hire a manager who knows nothing about computer programming, he’s going to have a very hard time managing a team of computer programmers. Some fundamental knowledge of the material is necessary.

Same holds true in marketing.

Most specialists simply don’t have the fundamental knowledge of the material they need to manage the whole effort efficiently.

For example… If you hire a social media specialist to drive your entire marketing effort, she’s going to struggle when it comes to managing traditional advertising, content marketing, direct response TV, or any other tactics.

Don’t expect that person to suddenly be capable of doing anything beyond her specialty. That’s just not realistic. Marketing is important, and you could lose a lot of money waiting for your marketing leader to “grow into the position.”

Instead, hire a generalist who’s already there. Then hire a specialist to do her specialty thing under the leadership of the savvy generalist. Don’t hire a specialist to manage other specialists. It doesn’t work.

Look, hiring right is very hard. I know that. (That’s why I’m a firm believer in hiring HR specialists to handle the initial screening and recruitment and help with the interviewing.)

Hopefully this piece will help you avoid costly trial and error when hiring a marketing person. And maybe a great, well-rounded marketing generalist will find the perfect position that will lead to fame and fortune. In either case, it helps to have a strategic branding company on your side, as well.

BNBranding's Brand Insight Blog

 

 

 

About the author…

John Furgurson is one of those valuable generalists. He cut his teeth in the direct response advertising and has done corporate film, advertising of all kinds, content marketing, PR, social media and just about every other specialty under the big branding umbrella. So if you’re still wondering how to hire the right marketing person, hire him to lead your marketing team, and then just add a couple specialists in supporting roles. 

1 How to survive when the economy tanks.

 There’s a lot of economic doom and gloom in the news these days; Unless you’re living in a cave somewhere, you’ve heard about the housing market, the unemployment rate and the rising price of groceries and gas.

For many business owners, it’s frightening. The fortune-teller economists are predicting even more “belt tightening” as the year goes on, and if you let it, all the crummy forecasts might scare you into doing something totally rash. Like nothing at all.

It’s pretty common, actually. When the leading economic indicators start heading south, many business owners go into immediate survival mode. Stop, drop and roll! Duck and cover!

The natural tendency is to adopt a siege mentality and hunker down until “things get better.” So they pull the plug on marketing and branding. Then P.R and charitable giving. Then training and customer service initiatives. They stop doing the things that helped them succeed in the first place.

It’s a strategy of inaction, and it never works. Not in the long run.

Studies of life and death survival struggles prove that action is the antidote for despair. You see it in cancer patients, in soldiers, castaways, mountaineers and disaster victims. Those who let despair take over, sit down and die. Survivors, on the other hand, take action.

Determination and a disciplined, almost clinical approach seem to be the secret. Survivors don’t place blame, make excuses or wallow in self pity. They accept their current circumstances and start working on a solution immediately by setting small, achievable goals. They don’t waste a lot of energy running around in circles, doing things that won’t get them to the goal.

For a climber in the Andes, it meant extricating himself from a crevasse and literally dragging his starving body and shattered leg 10 miles down a glacier. All the way back to camp. For one hiker in the canyonlands of Utah, it meant amputating his own arm with his pocket knife.

Makes surviving a recession seem like a cake walk.

Make no mistake about it, a significant economic downturn can be fatal to a small business. But businesses fail all the time, regardless of what the economy is doing.

The fact is, if you have a clearly defined strategy, and the discipline to stick with it, there’s no reason you can’t do much more than just survive a recession. You can thrive. You can gain ground on the competition. You launch new products and improve your entire operation. The history of American commerce if full of war stories that prove the point.

Post and Kellog’s were battling head-to-head in the breakfast cereal category when the Great Depression hit. W.C. Kellogg plowed ahead, doubled his advertising budget and even introduced the world’s first vitamin-enriched product cereal. Post cut back and Kellogg’s has been the market leader ever since. (Kellogg also cut hours in his plant for three of his shifts and added a fourth, just to spread his payroll among more workers. But that’s another story.)

But forget about the 1930’s. Here are some things you can do, right now, to survive the perfect, economic storm.

1. Use downtime to your advantage. Most managers have so many fires to put out they never get around to long-term strategic thinking. If things are slow, do it! Clarify your objectives and fine-tune your elevator pitch. Revisit your value proposition. Make sure you can communicate your strategy clearly and succinctly. (Few CEOs can.)

2. Get your bearings and refocus your efforts. In the woods, the last thing you want to do is wander around in circles. Same thing in business. Don’t waste precious energy and money chasing business that doesn’t really fit your model. (see item #1)

3. Renegoiate your media contracts. When it comes to print ad space and broadcast spots, you should be able to get a lot more for your money right now. So play hardball. Insist that your advertising salespeople work up innovative new schedules.

4. Get creative. Brainstorm new strategic alliances, sponsorship opportunities or marketing initiatives. Look for ways to leverage your existing partnerships. Do something! And keep this in mind: When times are tough even small initiatives can have a big impact. Because everyone else is sitting around waiting for the rescue helicopters.

5. Recycle one of your favorite, old ad campaigns. A lot of people kill campaigns way too soon, before the public has ever been thoroughly exposed to the messages. So instead of creating a whole new campaign, go through your archives and dust off the advertising that’s worked for you in the past.

6. Spend a little extra time listening to your best customers. Forget about you, and find out what their problems are. Then help devise a solution.

7. Take extra care of your people. They’re reading all the bad news in the paper too, and it’s unsettling. So step up, and be a leader. As the CEO, you have to be an optimist. Because nobody follows a pessimist.

 

 

 

 

 

2

Judge Not. (And make good marketing decisions.)

BNBranding logoMarketing is a very judgmental business. Business owners, CMOs and marketing managers are constantly judging their marketing efforts, and it’s almost always on subjective terms. Only a tiny portion of their overall branding efforts can ever be judged objectively, so it’s no surprise that so many people fail to make good marketing decisions.

make good marketing decisionsAd agencies and design firms judge each other in a constant battle of “my work’s cooler than your work.” They also subject themselves to judging in award shows, where a few peers get to judge the work of hundreds of competitors on an entirely subjective basis.

When it comes to television advertising, everyone’s a critic.

TV viewers sit around and judge the advertising they see, based on entertainment value alone. If it’s entertaining enough, they might talk about it over the water cooler. If not, they vote with the remote.

But playing armchair critic is less harmful than being judgmental in a business leadership role.

Critical thinking is tremendously important in marketing. If we didn’t look at things critically, we’d never push ourselves to come up with fresh, new ideas. Critical thinking is a key to good judgement.

You can be critical of someone’s ideas without judging the person. That’s constructive criticism. But there’s no such thing as being constructively judgmental.

 

 

 

For example, “That’s the worst commercial he’s ever done,” is being critical. “That director’s an idiot for making that commercial” is being judgmental. Judgmental of who he is, versus critical of what he does.

Being judgmental has negative, disapproving connotations. It’s based on intolerance, stereotypes and prejudice.

get noticed by making good marketing decisions BN BrandingI’ve seen a lot of sensible, savvy business owners and high-level managers make hair-brained decisions because they were too judgmental. One client I know believes that all advertising people are evil con-men, preying on well-meaning business owners. Once burned, he lets his past experience cloud his judgement to the point of being obstinately ineffective.

His poor judgement in that one area puts his leadership in question and hurts the morale of his entire team.

Good judgement, on the other hand, is the ability to form sound opinions and make sensible decisions, even if a lot of the criteria is subjective.

Great leaders and effective managers continually demonstrate good judgment and make good marketing decisions.

They’re open minded, they listen well, and they make good decisions based on balanced insight, rather than conjecture or some ill-conceived notion of what’s worked in the past.

Many people who strive to be less judgmental in their personal lives still fall into the trap in their professional lives. It creeps into their hiring choices, their strategic planning, and their marketing plans.

Here’s a classic example that I’ve heard more than once: “Oh, I tried radio, and it doesn’t work.”

That particular business owner condemned an entire medium based on one lame attempt… he had a crummy story to tell, a poorly-written script, and a media schedule that was thinner than a supermodel on a new year’s resolution. Of course it didn’t work for him — that time.

I’ve heard other business owners complain that digital advertising doesn’t work. One look at their ads, and you can see why.

I’ve even run into CEOs who are completely biased when it comes to color. And I’m not talking about race. I’m talking about favorite colors and pet peeves like red, yellow or any shade of orange.

How rational is that?

Personal preferences and stereotypes creep into this business constantly. And stereotypes, based on judgmental conclusions at best, are not a helpful component of your marketing program.

In fact, poor judgment based on stereotypes or close-mindedness can ruin a small business.

At my firm we go to great lengths to get beyond the usual stereotypes, especially when it comes to the target audience.

One sentence on a creative brief cannot possibly sum up the feelings, attitudes and behaviors of a broad group of prospective customers.

On the creative side, we always try to develop intriguing stories with quirky, unexpected characters. (In Hollywood writing circles it’s common knowledge that most memorable heroes and villains are those that defy traditional stereotypes.)

Here are a few stereotypes from the marketing world that I’m familiar with. If you fall into this trap, you’ll have a very hard time making good decisions.

  1. CMOs can’t possibly be creative.
  2. Copywriters aren’t analytical enough for strategy work.
  3. Art directors don’t know a thing about business.
  4. Account planners can’t possibly contribute on the creative side.
  5. Anyone over 40 can’t be trusted to manage social media or digital advertising.

Nonsense. Great ideas can come from anywhere. Writers and art directors pick up a lot of business acumen by listening carefully to clients in a wide variety of business categories. And creativity is not something you lose as you get older.

Being judgmental is so common it’s listed as a personality type on Meyer’s Briggs Type Indicator tests. And it’s so ingrained in American culture you even hear it in post-game interviews… athletes who come in second openly admit that the winner was a “better person.”

No he isn’t. He just performed a little better that one time.

Unfortunately, we judge the quality of the person according to his or her performance. Ironically, we even judge ourselves for being too judgmental.

Blogs can be pretty judgmental.

The whole idea of an on-line soapbox lends itself to judgmental rants on just about any subject imaginable. I’ve written about the soapbox syndrome, and I’m working hard to make sure this blog doesn’t digress into a petty critique of the latest marketing blunder.

I urge you to do the same. Be open minded. Use good judgement and you’ll make good marketing decisions across the board.

good judgment and how to make good marketing decisions BN Branding

• Don’t let preconceived notions and stereotypes cloud your judgment when it comes to marketing programs.

• Don’t rush to judge someone based on their performance on one day, in one meeting, or on one project. Just because you didn’t like one idea, or one campaign concept, doesn’t mean the team is a failure. Good marketing decisions usually involve a lot of trial and error.

• Make sure you’ve done your homework — your research — before you dive into something. That’s a prerequisite for good judgement. If you’re trying to manage something that you know absolutely nothing about, it’s going to be hard to make wise decisions.

• Set aside your personal preferences when making decisions about creative execution. Even though you may not personally like orange doesn’t mean it should be eliminated entirely from the brand design guidelines. Even though you may not like the initial idea of this Nike ad doesn’t mean it’s not great advertising that’s going to resonate with the women you want.

• Remember that you are NOT the target audience. You know too much! You, as a marketing insider or business owner, can never see things in the same way a consumer sees it. But you have to at least try.

• Remember that your creative team is constantly judging  their own work against the best in the business.  And if they’re any good, they’re probably quite hard on themselves.

• And most of all, be open minded to new ideas. Don’t reinforce stereotypes, break them.

Click here for an unbiased, non-judgemental assessment of all your marketing efforts. 

Try this post if you want good judgement when it comes to website design. 

 

1 Just a little trim around the ears — How to cut your marketing budget without hurting your brand image.

BNBranding logoWhen it comes to belt tightening, most marketing managers have it all wrong. The minute the boss gives them the bad news… “gotta cut your marketing budget”  they go straight to the list of tactics and start chopping off the bottom of the spread sheet. Not a smart trimming around the ears, a military-style buzz cut…

how to cut your marketing budget

First thing to get chopped  is  community support… those feel-good event sponsorships that help non-profit organizations but don’t return any discernible ROI.

The next thing on the chopping block is ”image” advertising.” Anything that doesn’t have a coupon or a response vehicle of some kind is out the window.

Brand building, it seems, can wait for better days.

Quite often, the only thing left is nearly-free social media posts and tiny little digital display ads that don’t get seven seconds of attention.

The short-term reaction often leaves companies looking quite bad in the long run.

 

 

 

 

 

What’s needed is a more strategic approach to cutting your marketing budget.

Rather than a military barber’s approach to cost cutting, try thinking like a surgeon. First, do no harm. Start by eliminating the marketing messages that are off brand, off target, or both.

In order to do that, you might need a second opinion.

You need more than just the bosses’ orders and one person’s opinion to wisely cut your marketing budget. You need to eliminate dangerous assumptions from the marketing planning process and work with objective criteria of some sort.

So here’s an idea… why not start with an objective assessment of what you’re currently doing? Get a second opinion on your messaging, your media buy and your overall tactical plan.

waste in advertising - BNBranding's Brand Insight Blog

In my experience, it’s often the message, not the medium, that’s the problem…

Print ads say one thing, social media says another and the web site implies something else. Sales presentations go off in one direction, while promotions head somewhere else. Radio commercials, new media, good old-fashioned direct mail… it’s all scattered around with no coherent theme.

So before you do any budget cutting, use the opportunity to think about what you’re saying. Get your message aligned with your strategy. Reevaluate every marketing “touch point” in terms of consistency, clarity and brand worthiness. Then scalp all the wild hairs.

If you can just quit saying the wrong thing, you’ll save a ton of money.

Most marketing managers assume the budget was allocated in a logical manner to begin with. But that’s simply not the case. Most marketing budgets are handed down, year after year, and are based simply on “how we’ve always done it.”  No one ever questions the underlying assumptions.

And you know what they say about ass-umptions.

Here’s an example from the medical profession: Our client, the CEO of a multi-location pediatric practice, was enamored with the idea of “excellence.”  He wanted to build a “pediatric center of excellence” and recruit specialists from all over to “elevate the level of care to new heights.”  Operationally, that’s a great idea, but it was a terrible idea for advertising.

Because the assumption — that the quality of care is relevant to young mothers — turned out to be false. Moms believe that ALL doctors are good doctors. They just want one that they like in an office that’s convenient. So in that case, we started by cutting out all the communications that were focused on the quality of care.

Here’s another example of the messaging process gone wrong. I wrote a post about an ad for Wales Tourism. A classic case of paying a lot of money to place an ad  in Golf Digest that was wrong in both its strategy, and its execution.

As one British reader commented… “Golf Wales is an oxymoron.”  And even if you accept the strategy of selling Wales as a golf destination, the message was all wrong, so cutting that ad is probably the smartest thing they could do.

The fact is, Wales Tourism probably needs a lot more than just a quick trim. They need to rethink the entire hairdo. But who’s going to do that?

truth in advertising BNBrandingAny decent marketing person can buy media that will reach the desired target audience and choose tactics that will drive traffic. But revamping the strategy and nailing down that core brand message is something else entirely.

Strategy and message development are the hardest parts of the job, and unfortunately, many marketing managers aren’t up to the task. And even if they were, many bosses wouldn’t listen.

A well-crafted, comprehensive brand strategy book eliminates that problem and makes cost cutting a lot more logical. It’s like a brand bible that provides guidance and inspiration on every decision. So when push comes to shove, there’s no doubt about what should stay, and what should go.

That’s what my firm does… We help clients flesh-out their brand story and we put the strategy down on paper. Once it’s sold internally — and all the department heads are on the same page — then we help execute on it.

And by keeping that brand book close at hand, our clients eliminate waste and save money, without sacrificing their hard-earned brand  image.

So if you absolutely have to cut your marketing budget, start by reading this post.

BNBranding's Brand Insight Blog