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“Brand” Trumps Managerial Incompetence.

I need to stop being surprised by managerial incompetence.

managerial incompetence Brand Insight Blog by BNBrandingHonestly. I need to reframe my expectations and just be pleasantly surprised when I encounter an exception to the rule.

Because everywhere I turn, knumbskulls, nuckleheads, nitwits and nincumpoops seem to rule the world.

These are just a couple examples of managerial incompetence that I’ve encountered in the last year:

• The retail store owner who has no handle on her inventory levels, media expenses or labor costs.

• The non-profit executive who has a revolving door of talent, going only one direction. (Four different marketing directors in five years.)

• The managing partner of a professional services firm who constantly, habitually, over-bills his clients. (Subsequently, that firm spends way too much time trying to land new clients.)

• The Director of Communications who doesn’t communicate with anyone internally. She’s completely siloed.

• The CEO who can’t pull the trigger on anything. The only decision he can make is to hire a consultant to help him make a decision.

 

Managerial failures like those are rampant. There was a study done by a Fortune 500 consulting firm that showed “with solid empirical justification, that managerial incompetence across all levels is 50%.”

(Of course, their study didn’t include the companies that went out of business due to managerial incompetence.)

So the bad news is, there’s a 50-50 chance that your boss or your manager is incompetent. The good news is, 50% of the companies you compete with are chock full of managerial incompetence. So you might have a leg up.

And here’s more good news:  It’s well documented that a strong brand helps companies overcome all sorts of managerial incompetence and unforeseen market forces.

For instance, strong brand affinity can help companies maintain market share during a price war. People are willing to pay a little more for a brand they know and love.

According to the International Journal of Business Research, a brand acts as a buffer when the company fails on the customer service front. People are more forgiving when it’s one of their brands that fail.

And beloved brands can weather PR storms that would make most companies melt. Look what happened to Toyota…

In 2009 and 2010 Toyota recalled 8.8 million vehicles due to safety concerns with accelerator pedals.  Time magazine ran a feature story titled “Can Toyota ever bounce back.” One industry expert told CBS Anchor Harry Smith, “We’ll be seeing major problems with the Toyota brand for at least a decade, maybe two.”

Toyota’s CEO quipped that he was not Toyota’s top executive as much as the company’s chief apologizer for blunders, mishaps and overall sluggish business. It was a PR disaster, and another example of managerial messiness.

Business Insider reported “The company failed miserably in its initial crisis management, but that’s what makes Toyota’s case so intriguing. Despite its monumental mistakes early on, Toyota still bounced back. Why? It didn’t take long for the public to remember Toyota’s previously stellar reputation.”

Contrary to all the doomsday speculation, the Toyota brand made a quick recovery, recapturing its status as the #1 selling car brand in America. (In 2016 they had the #1 and #2 selling car in America.)

Not surprising really, given the consistency and long-term track record of the Toyota brand.

“The Toyota brand showcased its resiliency, with its positive reputation built up over decades of good performance. The company leveraged this, focusing its marketing once again on safety and its proven track record. It had to show that this disaster — including its own horrible mishandling of the situation — was an aberration.”

branding blog about managerial incompetenceToyota has been one of the world’s most beloved brands for over 30 years. People absolutely love their Land Cruisers, Corollas Camrys and Civics.

AdWeek magazine puts Toyota at #67 of the world’s top 100 brands, the highest ranking of any automobile company. (Volkswagen is the only other car brand that makes the list, at #89. Forbes reports that Toyota is the 9th most valuable brand in the world.

So what does this all mean for the typical small to mid-sized company? Here are a few lessons:

1. It pays to consistently deliver on your brand promise.

Toyota’s resurgence proves that branding is a process of consistency and endurance.

Year in and year out they keep delivering on the idea of reliability and resale value. So when the company hit that bump in the road, it didn’t really slow them down.

What’s your brand promise, and are you delivering on that promise every day?

2. Managers make monumental mistakes, but brands endure.

CEOs come and go, often in a flaming blaze of glory. Products sometimes fall drastically short. But if you’ve built a strong brand your devoted fans will cut you some slack. The emotional connection they have will prevail over any short-term disappointment.

3.  A solid brand platform is critical to the success of your management team.

They gotta know what you stand for, and they’re not necessarily going to know unless you spell it out for them. You have to communicate your brand promise all the time, and promote it feverishly with your team. How else are they going to understand the culture, the core values, the expectations of consumers, and the business goals? Don’t assume anything.

4. Great managers are hard to find. When you find one, treat her well.

No one has the childhood dream of becoming a great manager.  So if you have some on your team, keep them there! Reward them handsomely. Treat them like Gods. Transform their relatively mundane, under-appreciated work into something truly valuable.

5. Create an atmosphere of forgiveness, where failure is rewarded rather than punished.

They’re going to make mistakes — remember the 50% incompetence stat — so you might as well embrace it. Encourage action and let your managers know that doing something wrong is better than doing nothing at all.

6. Make every manager a die-hard brand champion.

If they’re not, get rid of ’em.

For more about the power of a great brand, read this post

marketing strategies for alcoholic beverages

Absolutely Better Branding Strategies (Lessons from a strong shot of vodka.)

dill pickle vodka BNBrandingbrand credibility from branding expertsChocolate vodka? Dill pickle vodka? Bacon flavored vodka? Cinnamon Roll Vodka? Smoked Salmon Vodka. I kid you not. When it comes to marketing strategies for alcoholic beverages, fantastical flavors are all the rage.

Seems like there’s a new flavor-of-the-day every time I visit a liquor store. Ten years ago there were basically only four or five choices of vodka. Now there are 20 brands, and every brand has a dozen different whacky flavors.

Where’d the vodka flavored vodka go?

It’s great news for mixologists, but a bit overwhelming for the average consumer.  And it poses huge challenges to marketers who are trying to succeed in this newly crowded space.

Doesn’t matter if it’s vodka, gin, whiskey or rum, the marketing strategies for alcoholic beverages are getting more and more involved.

So here’s some advice, based on one of the classic marketing case studies from this category: Absolut Vodka.

The first rule of advertising is this: Never take the same approach as your closest competitors.

If you want to differentiate your brand, you have to think “different.” Contrarian even.

Everything that you say, everything that you show, and everything that you do should be different, to some extent than what everyone else in the industry is doing. Study all the market strategies of alcoholic beverages, and then choose a different path.

 

BNBranding can help you do that. ”Here’s how:

• Even if you’re selling the same thing, don’t make the same claim.

There are hundreds of different ways to sell the benefits of your product or service, so find one that’s different than your competitors. That often comes down to one thing: Listening. The better you are at listening to consumers, the easier it’ll be to differentiate your brand.

• Don’t let your ads or your website look or sound anything like competing ads.

Use a different layout, different type style, different size and different idea.

The last thing you want to do is run an ad that can be mistaken, at a glance, for a competitor’s ad. If all the companies in your category take a humorous approach to advertising, do something more serious. Find a hook that’s based on a real need of your target audience, and speak to that. Zig when the competition is zagging.

• If you’re on the radio, don’t use the same voice talent or similar sounding music.

Find someone different to do the voice work, rather than a DJ who does a dozen new spots a week for other companies in your market. Same thing for tv spots. (This is an easy trap to fall into if you live and work in a small market… there’s not enough “talent” to go around.)

Unfortunately, every industry seems to have its own unwritten rules that contradict the rules of advertising.

These industry conventions aren’t based on any sort of market research or strategic insight. They’re not even common sense. Everyone just goes along because “that’s how it’s always been done.”

The problem is, if that’s how it has always been done, that’s also how everyone else is doing it. In fact, some of these industry conventions are so overused they’ve become cultural cliches.

• Don’t use the same images or advertising concepts that your competitors are using.

The rule in the pizza business says you have to use the “pull shot:” A slow-motion close-up of a slice of pizza being pulled off the pie, with cheese oozing off it.

In the automotive industry, conventional thinking says you have to show your car on a scenic, winding road. Or off the scenic winding road if it’s an SUV.

In the beer business, it’s a slow motion close up of a glass of beer being poured.

marketing strategies for alcoholic beveragesThose are the visual cliches… the images that everyone expects. They are the path of least resistance for marketing managers, but they’re virtually invisible to consumers.

But if you go down that road, and follow your industry conventions, your advertising will never perform as well as you’d like. In fact, history has proven you have to break the rules in order to succeed.

Absolut Vodka won the market by winning the imagination of the consumer through brilliant print advertising.

In 1980 Absolut  was a brand without a future. All the market research pointed to a complete failure. The bottle was weird looking. It was hard to pour. It was Scandinavian, not Russian. It was way too expensive. It was a me-too product in the premium vodka category.

But the owner of Carillon Imports didn’t care. He believed his product was just different enough… That all he needed was the right ad campaign.

So he threw out all the old conventions of his business and committed to a campaign that was completely different than anything else in his industry. And he didn’t just test the water, he came out with all his guns blazing.

TBWA launched a print campaign that called attention to the unique bottle design of Absolut. It was brilliantly simple, and unique among marketing strategies for alcoholic beverages of any kind.

Needless to say, it worked.

The “Absolut Perfection” campaign gave a tasteless, odorless drink a distinctively hip personality and transformed a commodity product into a cultural icon. In an era where alcohol consumption dropped, Absolut sales went from 10,000 cases a year to 4.5 million cases in 2000. And it’s still the leading brand of Vodka in the country.

The moral of the story is this: When you choose to follow convention, you choose invisibility.

“To gain attention, disrupt convention.”

marketing strategy for alcoholic beverages That’s my own quote.

Instead of worrying about what everyone else has done, focus on what you could be doing. Take the self-imposed rule book and throw it away. Do something different. Anything!

Long before the days of dill pickle vodka, Absolute added a nice local touch to its ads in major markets such as LA, New York and Chicago. (ads at left)

They made the campaign timely and locally relevant by hitching onto well-known events, famous people and iconic places. It was a brilliant example of wise brand affiliations.

marketing strategies for alcoholic beverages

This disruption mindset doesn’t apply just to the marketing strategies of alcoholic beverages. It’s important for professional service companies or any other category where it’s tough to differentiate one company from the others.

Take real estate agents for example. Realtors are, in essence, me-too products. Flavorless vodka. In Bend, Oregon they’re a commodity. Even if a realtor has a specialty there are at least 500 other people who could do the same thing. For the same fee. That’s the bad news.

The good news is, even though there’s no difference in price and no discernable difference in service, you could still create a major difference in perception. If you’re willing to think different.

Like Absolut Vodka, a unique approach to your advertising is the one thing that can set you apart from every other competitor. Advertising is the most powerful weapon you have, simply because no one else is doing it. At least not very well.

But putting your picture in an ad won’t do it. That’s the conventional approach.

Remember rule number one and run advertising that says something. Find a message that demonstrates how well you understand your customers or the market. Run a campaign that conveys your individual identity without showing the clichéd, 20-year-old head shot.

Do what the owner of Absolute did. Find an approach that is uniquely yours, and stick with it no matter what everyone in your industry says. Over the long haul, the awareness you’ve generated will translate into sales. Next thing you know everyone else will be scrambling to copy what you’re doing.

Eventually your campaign just might become a new industry convention. Maybe not on par with bacon vodka or dill pickle vodka, but iconic nonetheless.

For more on marketing strategies for alcoholic beverages, try THIS post. 

a new approach to website design BNBranding

 

5 Porter airlines brand advertsing

Airline Industry marketing (One Canadian brand stands out)

BNBranding logoHere’s a news flash for all of you who are 35 or under: Flying wasn’t always this bad. There was a time when racking up frequent flyers miles was, actually, a little glamorous. You could fly the friendly skies and have a pleasant time. Sometimes the experience even lived up to the airline industry marketing hype.Porter airlines brand advertsing airline industry marketing

Sorry you missed it.

In the age of strip searches, baggage fees, dying dogs, laptop bans and physically bouncing people from flights, most airlines are as bad as Greyhound busses. Cattle have it better on the way to the slaughterhouse. Every time I board a flight I think, “wow, there’s gotta be an opportunity here for an airline to do things differently.”

Sure enough, a small airline out of Toronto is jumping in, and turning the clock back to better days in coach.

It’s still too early to tell if Porter Airlines will become a long-term success story in the airline industry, but there’s a lot to be learned from their launch. From a branding standpoint, they’ve done it right.

 

 

In 2006, Robert Deluce, Porter’s CEO, made a conscious decision to build his airline around the brand, and vice-versa. According to Marketing News, he approached branding agencies with his vision, a business plan and a well-defined value proposition built on three things: speed, convenience and customer service.

Convenience was guaranteed by making Toronto’s City Center Airport the home base, eliminating a long commute from Pearson International.

Speediness comes from fast turboprop planes and streamlined check-in and baggage service. And customer service… well the bar was pretty low, and Porter’s a fairly small airline, so it’s been easy to provide service that one customer described as “a real joy.”

Early on, Winkreative, a branding firm with offices in London, New York and Tokyo, was hired to coordinate the entire affair. They handled everything from naming the company to the interior design of the airplanes, website development and furniture selection in the airline’s lounge.

Rather than splitting it up between three or four firms, it was a well-coordinated effort based on a solid brand premise and a single creative approach. And it’s carried through in every aspect of the operation.

“It was meant to be something fresh, something innovative, something stylish,” Deluce said. “There’s a part of it that’s a throwback to the past… to a time when travel was a bit more fun.”

I love the simplicity of the name. “Porter” conveys how the airline would carry passengers with care and help lighten their load. And the tagline, “flying refined,” sums it up without pouring on the fluff.

Thankfully, the graphic design falls in line perfectly with the idea of refinement. If you say you’re refined, you better look refined!

The sophisticated, subdued color palette and the quirky raccoon character work tremendously well together. Sorta reminds me of Olympic mascots from years past. You can debate the wisdom of using a raccoon, but the design work is fun, distinctive and superbly executed in every medium. No one’s going to forget it once they’ve experienced it.

Porter airlines branding case study airline industry marketingFrom the blog, Design Sponge:

“This Canadian boutique airline is the most well-designed airline I’d ever been on and seemingly every detail had been given a lot of thought (including their adorable lunch boxes and chic on-board magazine named Re:Porter).

In terms of airline industry marketing, and a sophisticated brand design, Porter stands 30,000 feet above everyone else.

But the Porter brand is a lot more than just pretty pictures and a fancy in-flight magazine. From what I’ve heard and read, the entire operation is living up to its brand promise and exceeding expectations.

Travelocity says: “From top to bottom, inside and out, Porter Airlines has raised the bar. This new standard in air travel is evident not only in their ultra-modern facilities, but also in the quality of their staff. Each team member has been specially selected and trained to put travelers first with impeccable and innovative service.”

Nine out of ten customer reviews on SkyTrax are overwhelmingly positive.: “It’s exactly what it advertises: flying in style… thanks for bringing back the type of air travel everyone should experience and expect!”

And after scouring the travel blogs, I couldn’t find a single negative review.

From the World Hum travel blog:  “I loved flying Porter Airlines… A smooth operation, friendly staff, and free snacks. It was a pleasant reminder that air travel doesn’t have to be a succession of minor inconveniences and discomforts.”

launch of Porter Airlines BNBranding Brand Insight BlogMany people have never known anything but discomfort and inconvenience in air travel. So for them, Porter will be an entirely new experience, somewhat foreign and unexpected. And once they’ve flown Porter, their perception of the other brands will be forever tainted.

For older generations, Porter is a throw-back. An emotional trigger that harkens back to a simpler time when all the airlines did a better job.

I haven’t flown Porter, but I hope to. (It’s almost enough to justify a trip to my grandma’s hometown in Nova Scotia.)

I hope they can succeed in a tremendously difficult and competitive industry. I hope they can scale up their operation without sacrificing the heart of the Porter brand. And I hope more airlines follow suit.

But I’m not optimistic. Few airlines are built on such a solid brand premise, and most are just too darn big to change direction in any substantive way.  So the opportunity for little carriers like Porter, will still be here for the taking.

If they can just remember those good ‘ol days.

BNBranding's Brand Insight Blog

 

7 website design BNBranding

As long as first impressions matter, website design will matter.

BNBranding logoThere was a group discussion on LinkedIn recently that started with this statement: “Website design is a waste of money.”

It’s nonsense, of course, but that headline served its purpose by provoking quite a debate… Graphic designers and advertising people in one camp, web programmers and entrepreneurs in the other, arguing their respective positions.

One group believes web design should take a back seat to functionality, speed, SEO rankings and “traffic-building strategies.”  Besides, why spend money on design when there are so many WordPress templates to choose from?

website design BNBrandingThis is the paint-by-numbers gang. Just fill in the blanks and you’re good to go.

The other side argues that you should make sure the site is well-polished, on-brand, and memorably differentiated before you spend a dime driving traffic to it.

This is the color outside of the lines gang. Every website design is a blank canvas, with masterpiece potential. As a traditionally trained advertising guy, I side with them.

As “creatives” we’re trained to come up with attention-getting ideas and to polish every last detail before we deliver the work to a client. This mentality of craftsmanship applies directly to web design for several reasons:

  1. Because people are drawn to ideas, more than they’re drawn to companies or products.
  2. Because details affect conversion rates. It’s been proven time and time again.
  3. Because differentiation matters. And if you just paint by numbers, your site will look like every other site.

But I also understand the other side of the argument… In the entrepreneurial world, as in software development, “lean”  and “iterate” are the buzzwords. Their mentality is, “just get something up! We’ll add to it and fix it later.”

That’s a tough one for writers and graphic artists who always want to do great work. But as a CEO friend once said, “it’s not great work if it’s not done.”

 

 

So what we need is a high-bred approach to web design that combines the craftsmanship of old-school advertising with the rapid “lean development” that entrepreneurs favor.

We need to get web designs done quickly, AND really well. Quick and polished, not quick and dirty. Because first impressions will always matter. If you just fill in the blanks of another WordPress theme and insert your Instagram feed, your site’s going to fall flat on many different levels.

If you choose to cut corners and get it up quickly with cookie cutter design templates, you better be ready to circle back around quite soon to do the fine tuning.

One comment in that LinkedIn discussion was, “I cannot think of a time when website design affected my decision to keep looking at a site.” Yeah, right. That’s crazy talk from someone who thinks everyone goes through life making decisions in an orderly, logical fashion. Like Spock.

website design BNBrandingI guarantee you, that person is affected by design EVERY time. He just doesn’t know it.

Of course he “can’t think of a time,” because great web design works on subconscious level that computer programmers don’t understand, nor acknowledge. It’s an instantaneous, subconscious judgment that leads to spontaneous click of the mouse.  There’s absolutely nothing logical about.

Before you know you’ve made a decision, you just stay and linger, or you leave. You don’t know why. You just do.

The latest brain research shows that humans can initiate a response to stimuli before the neocortex can even interpret the stimuli. In other words, we act before we think.

So the first impression is critically important, and that hinges on design and spot-on messaging.

Poor website design leads to confusion, and nothing drives people away faster than confusion. If the immediate, split-second impression is a little off, you’re outta there. There are plenty of pretty websites that don’t convert worth a hoot because of this.

Poor website design leads to all sorts of problems.

On the other hand, good design leads to clarity, and understanding at a glance, which is the litmus test for sticky websites. Instantaneous recognition of relevance.

I think part of the problem with this discussion is a limited definition of “website design.”

When it comes to websites, design is not just the aesthetic elements, as in traditional graphic design, but also the site planning, messaging, and user experience.

It’s a holistic approach to web development that I like to call Conversion Branding.  It’s a well-coordinated team effort between a copywriter who knows persuasion architecture, a talented graphic designer, a technically proficient programmer, and a trusting, intelligent client.

Remove any of those people from the equation and the website simply will not come together as you had hoped.

But back to that discussion… Much of the thread was about the importance of “web marketing” vs. “website design.”  In that case, balance is the key.

You don’t want to spend money to drive a lot of traffic to a website that isn’t enticingly relevant and and user-friendly.

There’s an old saying in the advertising business: “nothing kills a lousy product faster than great advertising.”

If your website is lousy, driving traffic to it will just speed your demise.

On the other hand, you don’t want to spend too much on design only to be left with no money for “web marketing” that’ll push traffic.

I agree that having something up and online is better than nothing at all. But be careful… If you’re Microsoft, you can get away with it.  The brand allows something that’s far from perfect. But if you’re not very well known, people are pretty unforgiving.

One lousy experience and it’s bye-bye. They won’t return for your website 2.0.

There are two things you need in order to get a good website up fast: a well crafted brand strategy which provides context and perspective, and a detailed website plan that spells out specific objectives, target audiences, paths to conversion and other critical elements of your site.

If you leave your web site production to the computer nerds, you won’t get the brand strategy, the site plan, or the great design. Programmers simply follow directions and program the site as it’s presented to them, in the fewest keystrokes possible. That’s why templates are so popular.

And guess what… designers aren’t very good at that strategy stuff either. I’ve seen designers obsess over the tiniest minutia and then miss the fact that the main headline of the home page is completely unrelated to the business at hand.

It’s a very pretty mess.

So we’re back to that idea of balance and a four-person team. Website design absolutely matters. But so does Functionality. Messaging. Conversion. Authenticity. SEO. Photography. And copywriting — don’t forget that.

For some reason, most business owners seem to think they can write web copy, even though they’d never dream of writing their own print ads or TV spots. Suffice it to say, most business owners don’t have the training or the craftsmanship needed to produce a good website. Unfortunately, neither do programmers. Neither do designers. You need the whole team.

Together you might just find a great website design that also produces spectacular results.

BNBranding's Brand Insight Blog

Automotive Advertising: Another ride down that twisting, mountain road of tired clichés.

brand credibility from branding expertsI don’t know what it is about automotive advertising. No other category is so rich in promise, yet so void of inspiring insight and unique execution. But there is something any marketer can learn from the long history of mediocre automotive advertising.

Brand Insight Blog by BNBrandingFor instance, there’s a nice Alpha Romeo ad  for the Giulia… Gorgeous video of a sexy red Italian sports car doing its thing in the curves with a pretty good voice-over that nobody’s going to listen to.

That’s easy. It’s harder producing a decent spot for a mundane automotive product, like a minivan.

 

 

automotive advertisingChrysler single-handedly created the minivan market when the Caravan and Voyager debuted in 1984.

Sales skyrocketed and imitators quickly sprang up, but only after Chrysler had firmly established itself as the segment leader.

Chrysler’s minivans moved the segment from niche vehicle to the pinnacle of the mainstream. Minivans have become part of the pop culture. And the marketing people at Chrysler/Dodge have a pretty good handle on what their target audience is looking for.

Minivan advertising routinely features simple slices of family life: we see a baby sleeping peacefully in a car seat. Kids playing cards in facing rear seats. Kids watching videos. Moms & Dads reconfiguring the seats and loading up the endless volume of kid’s stuff.

That’s what minivans are all about: Lugging kids, looking for lost binkies between the seats, and running errands. That’s the reality of it. It’s not glamorous, and it’s not the least bit appealing to anyone who doesn’t have kids. But it’s totally relevant for parents who are carting three kids around everyday.

The main benefit of all minivans is practicality. Plain and simple. And Caravan advertising conveyed that idea very clearly. Chrysler was not trying to be anything other than that.

Honda, on the other hand, careened off the road with their automotive advertising for the Odyssey Minivan.

The Honda spot goes like this: There’s an attractive young couple driving along a winding, country road. In a mini van, for pete sake! The husband, who’s doing the driving, glances at his wife suggestively as she reaches up and grips the panic handle above her window. She gives him a quizzical, turned-on look. He gives the van a little more gas and grips the wheel tightly as he lugs into another corner with all the agility of a old Winnebego.

She holds on even tighter and looks at him as if to say, “ohhhh yeah, bring it on big boy.” I almost expect them to pull over and jump into the back for a roadside quicky. Instead, she just holds on for the ride while the voice-over chimes in: “Just because it’s a minivan doesn’t mean you have to treat it like one.”

Automotive advertising the brand insight blogOh, c’mon.

There’s even a more blatant execution of that sexy idea from Britain, where a couple are about to do it in their Honda Odyssey until they get interrupted by an elderly parent. The voice-over on that spot says “It doesn’t seem like a family car.”

First of all, sex and minivans DO NOT go together.

No one gets turned on by a minivan. A corvette might help you get laid, but not a dual-sliding, seven passenger, Chrysler or Honda product.

Curvy roads don’t go with minivans either.

Put a minivan on a windy road and you here’s what you get: Puking children. Horrendous messes of vomit. Leave the windy roads to the Porsche commercials.

There’s no pleasure in getting from Point A to Point B in a mini van. Believe me, I’ve done it. There is some satisfaction in packing up both kids and the entire kitchen sink for a simple, cross-town play date. There’s satisfaction in changing a diaper on the side of the road without hanging your baby out on the tailgate. But not pleasure.

So Honda’s idea of promoting the minivan as something sexier than just a minivan, simply doesn’t wash. They could spend a billion dollars trying to convey that idea, and parents would still buy it for the cupholders. It’s like trying to kitten-up a milk truck.

So how did the message get so messed up, and what can we learn from Honda’s one-spot marketing blunder?

  1. As a brand, be authentic. Don’t try to be something you’re not. Minivans are not 450 horsepower Italian chick magnets. (Unless maybe Alpha Romeo decides to get into that niche)
  2. Realize that technical specs and insider information is often irrelevant to consumers. The automotive press consistently ranks The Honda Odyssey above its Chrysler competitors in performance and reliability. It’s a great vehicle. Best in class even. And the Honda executives are fully aware of this.

automotive advertising

The problem is, in the minivan category nobody gives a hoot about “chassis refinement and driving feel.”

By letting insider information dictate their marketing, Honda ends up with a message that’s relevant to their own executives and to the automotive cognoscenti, but completely irrelevant to the target audience.

It’s a classic case of getting in your own way. Of knowing too much, and putting that information in your automotive advertising.

Of course it probably wasn’t the Honda executives who came up with the idea of using sexual tension in their Odyssey spots. Gotta blame that one on the ad agency.

Maybe the agency creative team just couldn’t find inspiration in a boring old minivan. Maybe there wasn’t any consumer insight or personal experience to go on. Maybe it was just wishful thinking. Or maybe they were just trying to steer clear of a technical, engineering message that the Honda execs really wanted.  Wise move, but they really blew it with the hot couple concept.

Somewhere, the process took a wrong turn and the end result is a waste of marketing dollars.

In the scheme of things, one spot isn’t going to kill Honda. But in the meantime, Dodge is sticking to an approach that simply demonstrates relevant features. Their advertising is not going to win any awards, but at least it’s somewhat authentic. It hits the hot buttons of a specific target audience and it wins the head-to-head battle with Honda. In automotive advertising anyway.

Learn more about comparative advertising.

For more on Brand Authenticity, click here.

For some expert help with your own advertising, call 541-815-0075.

Bare breasts mean business at Starbucks.

bn branding's iconic logo

I’ve been a fan of Starbucks since they opened their first store in Portland, in 1987.  I don’t think there’s been a brand, since McDonalds, that has had a bigger effect on our society than Starbucks. It truly is, one of the most iconic brands in the world, and has grown to be one of the most valuable.

 

Interbrand ranks Starbucks as the 56th most valuable brand in the world. It’s market cap of 120 billion dollars.

 

 

 

 

 

 

 

Notice anything different at your local Starbucks lately? I sure have. The familiar green and white logo on the cups is missing. It’s a travesty to brand-conscious graphic designers everywhere.

At first glance I thought maybe it was just a corporate cost-cutting measure — the result of tremendous Wall Street pressure to improve performance. But once I looked a little closer, I noticed something even more revealing:

Starbuck has bared her breasts! The mermaid that’s been the Starbucks icon from day one, has gone back to her topless, hippy roots.

There are a lot of other changes going on at Starbucks in Seattle — you might even call it a corporate shake-up — but none are as symbolic as the undressing of the logo.

 

A great article in Fast Company magazine reveals some of the latest nuances added to the siren logo.

 

 

 

 

 

I take it as a sure sign that CEO Howard Schultz is serious about stripping away some of the fat and refocusing on the core of the Starbucks brand .

That little nod to the humble heritage of his company says a lot. The green logo has just two words: “Starbucks Coffee.” The retro logo reads “Starbucks Fresh Roasted Coffee.” It’s a reminder to the world that Starbucks has always been obsessively focused on the quality of it’s product.

In his book, Pour Your Heart Into It, Schultz says, “The number one factor in creating a great, enduring brand is having an appealing product. There’s no substitute.”

I know a few coffee snobs who claim that Starbucks isn’t as good as the local guy’s Ethiopian Tega & Tula. And they may be right. But I also know that Starbucks beats the hell out of the mom & pop drive-up operations that have appeared on every corner.

At Starbucks, the product is consistent. The coffee is just as good as ever, but the company has made some operational decisions that have had a subtle effect on our perception of that quality. Shultz seems determined to correct that, and if his track record over the years is any indication, he’ll pull it off.

 

 

Ever since I read his book back in ‘99 I’ve used Schultz and his organization as a great example of focused leadership, exceptional execution and textbook branding. He has always been the brand champion in that organization. He was one who introduced the idea of gourmet coffee to a nation of Folgers drinkers, and he has always fought to maintain quality standards even during their hyper-rapid growth.

Shultz is adamant about controlling the brand experience as much as possible, down to the last detail. That’s why the company never sold franchises. At first, Shultz didn’t even want to sell coffee in paper cups at all, lest it detract from the experience and affect the flavor.

So these new “transformational initiatives” of his are no big surprise.

First thing is to recapture that appealing coffee aroma in every store. Believe it or not, that smell of fresh roasted coffee is every bit as important to the brand as the look of the stores or the music they play. It works on a subtle, subconscious level, but the bottom line is, you won’t hang out and enjoy your double half-caf mocha if the place doesn’t smell good. So Starbucks is going back to manual espresso machines and killing the sale of breakfast sandwiches.

The Starbucks business model is based on the idea of the third place… that we all need a relaxing getaway that’s not home and not work. To me, it’s more of a romantic, Vienna coffeehouse experience than a quick, Italian espresso shot. So the roll-out of free wi-fi service is long overdue. Paying for an internet connection at Starbucks was just idiotic to me.

The third and final cornerstone of the Starbucks brand is its own people.

“We built the Starbucks brand first with our people, not with consumers — the opposite approach from that of the cereal companies,” Shultz said. “Our competitive advantage over the big coffee brands turned out to be our people.”

Starbucks doesn’t just talk about treating people well, the company really does. In the retail food service industry, where getting good help is always a challenge, Starbucks leads the way with its pay scale, benefits packages, training programs and retention rates.

“We believed the best way to meet and exceed the expectations of customers was to hire and train great people. That’s the secret of the power of the Starbucks brand: the personal attachment our partners feel and the connection they make with our customers.”

The company also listens to its front-line employees. The idea for Frappuccino came from the store level. The new website, mystarbucksidea.com, started out as an internal feedback tool for employees. Now anyone can go online and post their own ideas for Starbucks, vote for the best, and see what’s being implemented.

Which brings us back to that idea of reintroducing the old logo, circa 1971.

 

 

The change coincides with the introduction of a new house blend, called Pike Street Roast, for people who just want a good, robust cup-o-joe. In that context, and with everything else that’s happening at Starbucks, the branding throwback makes perfect sense.

 

 

 

The mark was originally inspired by a woodcut image of a Norwegian mermaid, fully exposed. Over the years, as Starbucks grew and became “more corporate,” the logo slowly morphed. Eventually the designers gave her long hair, which covered her breasts and made her more palatable to a broad commercial audience.

Now Shultz wants to go back in time. Back to when the company wasn’t really worried about offending anyone on Wall Street. Maybe this little flash of skin is just what the company needs.

Starbucks logo updates

Updated again in 2011

If you want to recapture the magic of your brand, or build a new one from the ground up, give me a call. 541-815-0075

 

 

 

 

 

 

 

 

As the logo evolved, it got too perfect. It lost some of the mystery of the older versions. Lippencott article in Fast Company

 

 

 

 

borrowed interest advertising

Borrowed interest and other desperate attempts to attract customers

brand credibility from branding expertsEver notice how some companies are constantly scrambling to attract customers, while others enjoy some sort of magnetic attraction that keeps the customers flowing in?

The scramblers spend a lot of money on digital ads, social media posts and all sorts of promotional bribery.  Their marketing messages are all over the place, and they don’t ever seem to hone-in on the one thing that really matters to their target audience.

Instead, they borrow interest from somewhere else.

Borrowed interest is a common technique in advertising. I’ve been in those creative sessions where you realize there’s absolutely nothing interesting, different or even mentionable about the client’s product, so you start fishing around for something – anything – that IS interesting to borrow from.

It’s redirection… Riding on the coattails of something else to make your ads, emails or posts engaging and memorable.

Instead of pinpointing a really interesting idea that’s firmly rooted in a compelling consumer benefit, you get an idea that is loosely bolted on to the product.

BN Branding how to attract customers with cute babies and pets

Puppies and babies are the most frequently-used crutches in borrowed-interest advertising. You see it in local TV commercials all the time…

“Hey,  let’s show a baby playing with a cute little puppy on the floor of our auto parts store. That’ll be great!”

It’s not a good idea, and it’s not going to attract customers. Usually it stems from insufficient research or non-existent marketing strategy… Whoever’s doing the ads hasn’t spent enough time to find the story that’s buried in there, somewhere.

I’ve found that if you’re embedded with a company long enough, you can always find a good story that will attract customers. Even if it’s a mediocre, me-too product.

But when you’re lacking that insight, and when there’s nothing inherently interesting about the company’s product or story, you have to borrow from something that IS interesting, and attach your brand to that.

 

 

You can attract customers with borrowed interest advertising, if it’s handled wisely.

The key to using borrowed interest successfully is relevance. Whatever idea you’re borrowing from better be relevant to your business category.

For instance, Vivent home security systems is running this video contest, which usually is just a classic case of borrowed interest nonsense.

But in this case, it’s totally relevant to the product they produce… video security systems. It’s THEIR product that’s actually capturing the videos.

That works. It’s not borrowed interest. It gives their own customers another reason to engage with the product.

On the other hand, if it’s a random brand doing the same sort of contest, they’re just throwing money away. No one’s going to make the connection.

If you just jump on the bandwagon of an event, idea, celebrity or theme that’s current or trendy, it’s probably not going to work well.

2020 is the year of the pandemic, and a lot of small-business owners seem to think that’s a good thing to “leverage” in their sales pitches.  I’ve seen tons of unsolicited emails, LinkedIn pitches and local, borrowed-interest ads that go something like this…

“In these unprecedented times, blah blah blah… the new normal, blah blah blah… We’re all in this together, blah, blah blah… So this is the perfect time to come in to Frank’s auto parts for a new rear differential.”

attract customers by being honestBorrowing interest from a worldwide pandemic is NOT a good brand strategy.

Do you really want to affiliate your brand with death, uncertainty, sickness and social discomfort?

So stop using COVID 19 as an excuse to pitch your company’s products or services. Unless you’re selling masks, or home testing kits, or maybe jigsaw puzzles, don’t use the pandemic as your advertising hook.

Janine Pelosi, Chief Marketing Officer of Zoom, knows better. Even though the pandemic is actually relevant to her brand, they’re NOT running campaigns on the subject.

“When you’re going through a tough situation, when it’s a tough time for humanity, it’s not a time to focus on sales and marketing.” Pelosi said. “Early on we decided to focus on education, and provide resources to schools. We’ve provided free services for more than 100,000 schools in 23 countries.”

Goodwill is better branding than borrowed interest.

The insurance industry is famous for its borrowed interest advertising. The mayhem man, the Geico Gecko, and  the LiMu Emu are all characters conjured up to make an inherently boring category more interesting.

If your service is not differentiated or memorable, your advertising better be.

How Geico attracts customers with borrowed interest advertisingThe Martin Agency has been doing a great job with their advertising for Geico. They’ve had the account for more than 25 years, and they’ve stuck to a winning formula the entire time.

It’s borrowed interest, but they throw in some humor and stick to one “relentlessly consistent” message: “15 minutes could save you 15%.”

They recently did a very funny spot featuring a nosy neighborhood association lady. If you’ve ever lived in a neighborhood with an HOA you’ll recognize the character immediately.

The spot has nothing to do with car insurance, but that’s okay. It’s purposely ridiculous.

It’s like they’re admitting that it’s unrelated, and that’s their schtick. It’s borrowed interest with a wink and a nod.

The problem is, people love the commercial but can’t name the brand that goes with it. That’s borrowed interest for you.

Geiko can get away with that because they have a media budget of a billion dollars. Literally. If you don’t get it the first time, you’ll get it the 100th time.

But most businesses can’t afford that much repetition — or advertising that’s completely unrelated to their product or service.

Instead of borrowing an advertising hook, and hoping that a distracted, ill-infomed public will “get it,” why not dig for a story that’s actually relevant to your customer’s feelings and needs? That’s how you differentiate yourself and attract customers.

Do the research.  Spend time in the field. Listen, listen and listen some more for that one little nugget of insight that can become the hook of your brand narrative.

Or better yet, build the advertising hook right into your product or service. That’s the easiest way to attract customers… develop a product or service that has the marketing baked in.

Seth Godin calls it a Purple Cow. Something genuinely unique enough to get everyone talking about it.

In almost every market category, the boring slot is already filled. So you have two choices; you can be one of those scramblers, who run borrowed-interest ads in an effort to compete in the boring space, or you can break out by building a product or service that naturally attracts customers.

In the case of video conferencing, the boring slot was filled by Skype. That was the big, leading brand. Then Microsoft acquired it, and fell asleep at the wheel.

Classic opportunity for a start-up. Perfect opening for an underdog brand.

Zoom’s platform was designed specifically to make video calls work well in low bandwidth situations, which gave them a buzz-worthy product long before COVID 19 hit. That was their purple cow.

Plus, Zoom invested heavily in traditional advertising in the past few years. Their visibility on billboards, in airports, on the radio and at sporting events positioned them for success when shit hit the fan.

Microsoft-owned Skype, on the other hand, was not on the radar.  The minute the press started writing about the work-from-home phenomenon, it was Zoom, not Skype, that got all the attention.

According to Wired magazine Skype will disappear completely by 2021, replaced by Microsoft Teams. I’m betting that Microsoft’s agency will spend many billions on borrowed-interest advertising trying to attract customers for that one.

If you’re struggling to attract customers, and need some help finding your one true story, give us a call.  Try this post if you want more on how to make your advertising more effective. 

 

 

14

Brand authenticity (Keeping it real, honest, genuine and true)

I hate buzzwords. Every time a new marketing term shows up on the cover of a book I find myself having to translate the jargon into something meaningful for ordinary, busy business people.

brand authenticityLately, it’s “Brand Authenticity.” Seems “keeping it real” has become a household term. And a branding imperative.

In The New Marketing Manifesto John Grant says “Authenticity is the benchmark against which all brands are now judged.”

If that’s the case, we better have a damn good definition of what we’re talking about.

 

 

 

“Authentic” is derived from the Greek authentikós, which means “original.” But just being an original doesn’t mean your brand will be perceived as authentic. You could be an original phoney.

Most definitions used in branding circles also include the words “genuine” and or “trustworthy.” In The Authentic Brand, brand authenticity is defined this way: “Worthy of belief and trust, and neither false nor unoriginal — in short, genuine and original.”

I think it’s also useful to look at the philosophical definition of the word… “being faithful to internal rather than external ideas.”

In Philosophy of Art “authenticity” describes the perception of art as faithful to the artist’s self, rather than conforming to external values such as historical tradition, or commercial worth.

The same holds true for brands.

The authentic ones are faithful to something other than just profits. They have a higher purpose, and they don’t compromise their core values in order to turn a quick buck.  They are the exception to the corporate rule.

The Brand Authenticity Index says, “At its heart, authenticity is about practicing what you preach; being totally clear about who you are and what you do best.” When a brand’s rhetoric gets out of sync with customers’ actual experiences, the brand’s integrity and future persuasiveness suffers.”

brand authenticityI think the general public believes that marketing — by definition— is not authentic. We are born skeptics.

Guilty until proven innocent!

And if someone sniffs even a hint of corporate BS they’ll blog about it, post negative reviews and announce it to all their Facebook friends, Twitter followers and Instagram fans.

Ouch.

In a Fast Company article, Bill Breen said “Consumers believe, until they’re shown otherwise, that every brand is governed by an ulterior motive: to sell something. But if a brand can convincingly argue that its profit-making is only a by-product of a larger purpose, authenticity sets in.”

Nobody ever starts a company with the goal of becoming an authentic brand. Think back to when Amazon, Starbucks, Nike and Apple were just startups.  They were all authentic in the beginning. Each had a core group of genuinely passionate people dead-set on changing the world in some little way. And that esprit de core set the tone for the brand to be.

Patrick Ohlin, on the Chief Marketer Blog, says “Brand authenticity is itself an outcome—the result of continuous, clear, and consistent efforts to deliver truth in every touch point.”

It’s a by-product of doing things well. Treating people right. Staying focused. And not getting too greedy.

“Companies are under pressure to prove that what they stand for is something more than better, faster, newer, more,” said Lisa Tischler in Fast Company. “A company that can demonstrate it’s doing good — think Ben & Jerry’s, or Aveda — will find its brand image enhanced. But consumers must sense that the actions are sincere and not a PR stunt.”

Add the word “sincerity” to the definition. Sincerely try to do something that proves you’re not just another greedy, Goldman Sax.

In the age of corporate scandals and government bailouts, not all authentic brands are honest. If your brand values revolve around one thing — getting rich — it’s pretty tough build a genuinely trustworthy brand in the eyes of the world.

Amway is now known for brand authenticityAmway, for instance.

Amway has an army of “independent sales associates” out there luring people to meetings under pretense and spreading a message that says, essentially, “Who cares if you have no friends left. If you’re rich enough it won’t matter. We’ll be your friends.”

The front-line MLM culture seems to revolve around wealth at any cost. Then there’s the corporate office trying to put a positive spin on the brand by running fluffy, product-oriented, slice-of-life commercials.

It’s a disconnect of epic proportions. The antithesis of brand authenticity.

But I digress.

Let’s assume you have a brand with a pretty good reputation for authenticity. How can you manage to maintain that reputation even when you’re growing at an astronomical rate?

Be clear about what you stand for. Communicate!

Your brand values need to be spelled out, on paper. After all, your employees are your best brand champions and you can’t expect them to stay true to something they don’t even understand.

That’s one of the key services at my firm… we research and write the book on your brand. We craft the message and then help you communicate it internally, so all your managers, front-line employees and business partners are on the same page. Literally. It’s a tremendously helpful tool.trust and brand authenticity

Underpromise and overdeliver.

Now here’s a concept CEOs can get a handle on. If you consistently exceed expectations, consumers will believe that you’re sincere and will be more likely to trust your brand. It’s a fundamental tenet of brand authenticity. If you’re constantly disappointing people, it’s going to be tough.

Don’t try to be something you’re not.

Being authentic means staying focused and saying no once in a while. The more you diversify, extend your product line or tackle new target audiences, the better chance you have of alienating people.

It’s always tempting for successful small businesses to branch out. You take on projects that are beyond your core competencies, because you can. People trust you. Then if things go south you lose some credibility. And without credibility there can be little authenticity.

Align your marketing messages with your brand.

You sacrifice authenticity when your marketing messages are not true to the company, its mission, culture and purpose.  You can’t be saying one thing, and doing something else.

Alignment starts with understanding. Understanding starts with communication. So figure out your core brand values, and then hammer those continuously with your marketing team. Every time they trot out a new slogan or campaign you can hold up that brand strategy document and ask, is this in line with our brand?

Be consistent.

Another way you lose that sense of brand integrity or authenticity is when you change directions too frequently. I’ve seen this in start-ups that have new technology, but no clear path to market. The company just blows with the wind, changing directions with every new investor who’s dumb enough to

put up capital. There’s no brand there at all, much less an authentic one.

Lead by example. 

One of the best CEO clients I ever had was a master of management-by-walking-around. His authentic, soft-spoken demeanor worked wonders

with his people. He was out there everyday, rallying the troops and reinforcing the brand values of the company.

So if you’re in charge, stay connected with your teams and don’t ask them to do something you wouldn’t do yourself. When sales, or marketing or R&D starts working in a vacuum, you often end up with an authenticity drain.

Hire good PR people. 

Like it or not, the public’s sense of your brand authenticity often comes from what the press says. For instance, BMW’s claim of being “the ultimate driving machine” is constantly reinforced by the automotive press in head-to-head comparisons with Audi and Mercedes. According to those authoritative sources, it’s not a bullshit line.

Which really is the bottom line on brand authenticity. Don’t BS people.

For more about brand authenticity, try THIS post. 

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brand credibility and bullshit article from BNBranding

Brand credibility killers — 5 things guaranteed to set off my BS detector

brand credibility from branding expertsAll great brands share three traits : Relevance, Credibility and Differentiation. It’s like a three-legged stool of success. Today we’re going to focus on credibility, or lack thereof.

Many successful businesses are built around commodities or me-too products, with basically no differentiation. And you can build a trendy business on short-term relevance and one-time transactions. But you can’t build a brand that way.

By definition, Brands require loyalty. And without some degree of credibility, you’ll never establish a loyal following.

So you can’t build a brand without credibility.

And once you’ve established credibility in your niche, you have to work really hard to maintain it. Because a lot of little things can whittle away at that leg of the stool, until you fall on your ass.

So let’s look at some things that can kill brand credibility.

brand credibility and bullshit article from BNBrandingWhile our tolerances vary, everyone is sensitive to marketing bullshit. Consumers are quick to call you out on anything that looks like it, sounds like it, or smells like it.

P. U!

So here are a few things that trigger my own BS detector. I’m talking about business practices, marketing tactics and common oversights that alert, annoy and turn-off prospective customers. I’m sure I’m not the only one who has a nose for this stuff.

Brand Credibility Killer #1:  A crappy product or service.

The single most important contributor to brand credibility is the product or service you deliver everyday. The work has to speak for itself. Credibility needs to be built in.

Doesn’t matter if you position yourself as a credible “thought leader” in your industry if the product you put out is a stinky, second-rate knock-off.

What you DO carries far more weight than what you SAY.

So if you’re concerned about your credibility in the marketplace, don’t start with a content marketing initiative. Start with a product improvement initiative.  Then build a story around that.

 

 

Killer #2: Too many “yeah buts.”

This one is closely related to cred killer #1. Anytime I hear the a lot of  “yeah buts” from a business owner or salesperson, I know it’s more than just a credibility problem. It’s either an issue with the product or the fundamental business strategy.

You often hear it from enthusiastic entrepreneurs who are trying to raise money to get a half-baked idea off the ground with no go-to-market strategy.

A potential investor says, “Wow, that’s a really crowded category with a lot of big-name brands slugging it out for market share.”

“Yeah, but we’re different.”  “Yeah, but they’re too big to capitalize on this opportunity. We’re more nimble.” “Yeah, but our mousetrap is better.”

There’ no way you’re going to establish brand credibility if you’re always making up excuses, playing defense and using “yeah-buts” on a regular basis.

My favorite — from the natural foods industry — is the flavor yeah-but.  I’ve heard this one when companies are fighting for retail shelf space or distribution deals.

The buyer diplomatically delivers the bad news: “Your flavor profile just isn’t up to par in this category.”

“Yeah, but our product is chock full of nutrients.” “Yeah, but ours doesn’t have any additives or fillers.” “Yeah, but ours is Keto!”

Doesn’t matter if it doesn’t taste good.

Do whatever you have to do to eliminate all the yeah-butts from your marketing pitch.

Brand credibility killer #3: Gross exaggerations and/or flat out lies.

Nothing triggers the human defense mechanisms faster than blanket statements and bold-faced lies. You’d be amazed how many companies routinely con people.

The industry I’m in — marketing services — is crowded with inexperienced people scrambling to establish brand credibility.  Self-proclaimed “experts” will hype up the latest “marketing strategy”  and proclaim that “This is it! This is the holy grail of marketing! You’ll never need anything else.”

Then, a few months later, it’s something else entirely.

By chasing the shiny object and short-term sales, they sabotage their own credibility.

One big-name marketing consultant says, flat-out, “there’s no such thing as a visual product.” He contends you don’t have to show what you’re selling, just write about it.

brand credibilityThat’s nonsense, of course.

If that were true there would be no fashion industry and every automobile would have the design aesthetic of a Pontiac Aztek.

Other experts stick to the old adage: “A picture’s worth a thousand words” and insist on a visually-driven advertising for every product under the sun.

That’s not the answer either.

The truth is,  you need visual, written and oral brand messages.  And the marketing mix depends…  It depends on your product or service. It depends on your audience. It depends on the medium. It depends on what the competition is doing.

There are infinite variables.

Blanket statements, pat answers and guaranteed systems simply don’t help the brand credibility of any professional services firm. Your credibility, online reputation, and brand authenticity will be better served by simply admitting that you don’t have all the answers.

Confident, credible companies aren’t afraid to say  “we don’t have the answer for you yet, but we’ll sure find out.” That means they’re genuinely listening, and they’re working with your best interest at heart.

That’s far better than forcing everyone into the same “my way or the highway” mentality.

Killer #4: Ridiculously lower prices.

I’m not an expert on pricing strategy, but I know a stinker when one wafts across my computer screen.

Every time my firm buys another URL  or files another Trademark application we get boatloads of junk mail offering us ways to make that new brand successful.

Like the crowd-sourced “brand logos” for $79.

The sure-fire product launch formula for $29.

“Expertly-written” website content and blog articles for only $12.95

Many of those offers are just too good to be true.

Everybody loves a good bargain, but when I see someone claiming to provide a 1-minute explainer video complete with scriptwriting, animation, editing, sound and talent, for $168, I just laugh.

And it’s not a nice laugh. It’s a scoffing, “no fn’ way” laugh that says you have absolutely no credibility and no chance of making a sale. The ridiculously low price pegs the service as schlocky, unprofessional and downright worthless.

So make sure your pricing is aligned with your competitors, to some degree or another. You gotta be on the same playing field, even if it’s a little uncomfortable at first. Let someone else jump on that race to the bottom.

Brand Credibility Killer #5: The faceless website.

more effective advertising from BNBranding

No one wants to do business with a faceless corporation or a shell company. And yet, everyday I run across another ecommerce company that’s selling stuff online with absolutely no hint of who’s behind the curtain.

No “about us” page. No blog. No social media links. No background, history or purpose, other than making a few bucks.

I made the mistake of buying something on a site like that. Once.

Unless you’re a felon selling counterfeit fashion items, you need to have some sort of content up on your site that shows who you are and what your company is all about.

Even if it’s just a side hustle, it needs a face,  a brand personality, and a story of some sort. If you think you have nothing to say, be honest about that. Own it.  Even a boring story is better than no story at all.

So, if you want to build a credible brand, here’s the plan:

  1. Build a great product or service that people will want to talk about.
  2. Eliminate all the “yeah buts” from your marketing language. No excuses.
  3. Set your prices strategically, with your purpose and position in mind. Don’t race to the bottom.
  4. Be honest. Stop making blanket statements and bullshit offers.
  5. Put a face to the company. Make it human. Give it some personality.

Oh, and I almost forgot… do what you say you’re going to do. If you don’t do that, routinely, the rest of it won’t matter.

Get more on truth in advertising.

Learn about brand integrity and truth in natural foods marketing.

a new approach to website design BNBranding

 

 

 

 

new approach to website design

Brand design with a bang – Visual cues and consistency across platforms

BNBranding logoA lot of people ask me about our brand design and the graphics that accompany these blog posts.

They see the same visual cues on the BNBranding website, in social media posts, in our ads, on video and even on good, old-fashioned post cards, emails and invoices.

brand design that produces resultsThey comment about the work on LinkedIn and, yes, they respond to it. Some people have even said, “Wow, that’s really cool. Can you do something like that for my company?”

Of course.

Because the fact is, bold graphics such as these stop people in their tracks. It’s brand design that produces response.

It’s like direct response branding.

As prospects are scrolling quickly through a Facebook feed, they breeze right over all the stuff that looks the same as everything else… Stock photos, charts and graphs, head shots, even stupid cat videos get ignored these days.

They only pause when they see something that “Pops.”

The incongruity of the image or message, relative to everything else they see, creates natural human curiosity. It’s just the way our brains work.

a new approach to website design BNBrandingOn the other hand, we are wired to ignore the images, sounds and words that are familiar to us.

So familiar words, sounds and imagery do not belong in your advertising efforts.

Thanks to an increasingly fragmented marketing landscape, the need for consistently UNfamiliar visuals is on the rise. There are just so many different marketing tactics these days, it’s hard to get them all aligned into one, cohesive campaign. Most companies lose that “Pop” they could get by maintaining visual consistency across various platforms.

The same goes for sounds. The very best Radio, TV and video campaigns include unique sound cues that tie all the components of the campaign together. For instance, I wrote an award-winning radio campaign for a glass company, and the audio cue couldn’t have been more clear… the squeek of windex on a window.

It was an audible punctuation mark that proved very successful.

Visual punctuation marks, such as the images in our “Be” Campaign, can make small budgets look big. It’s one of the little things that small businesses can do to become iconic brands in their own, little spaces.

Brand design advice Tom PetersTom Peters, in his book The Little Big Things, says “design mindfulness, even design excellence, should be part of every company’s core values.

Because the look IS the message. Because design is everything.”

Some people seem to think that “branding messages” do not belong on social media or in digital advertising. And that you can’t design a “branding” website that also moves product.

That’s hogwash.

As Peters said, every message out there is branding. You can’t differentiate sales messages or social messages from brand messages. It’s all connected. You might as well make them look that way.

Consistent, unexpected brand design is the easiest way to improve the impact of your messages and leverage your marketing spend.

If you’re not thinking about branding and design aesthetics when posting something on LinkedIn or Instagram, you’re missing a huge opportunity. People will just scroll on by.

truth in advertising BNBranding

If you’re not thinking about design when crafting headlines for your website, you’re not seeing the big picture. People will just click right out.

If you’re not thinking about your brand image when choosing a location or decorating your office space, you’re missing the boat.

Design is just one element of your overall branding efforts. But it’s an important one. Too important to ignore. Because every time you hammer home those visual cues, you move one little step closer to your objective.

If your business needs a stronger visual presence across all marketing channels, give us a call.

Or click here for an inexpensive yin/yang assessment of all your marketing efforts.

a new approach to website design BNBranding

 

 

 

 

 

 

 

 

 

 

 

 

 

Same with sounds.

 

 

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