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The new normal in e-commerce — How to sell more stuff online.

brand credibility from branding expertsThe COVID 19 pandemic has created a frenzy of activity in the e-commerce industry. One of my CPG clients saw a 550% increase in online sales – until they ran into supply chain issues and had to post “out of stock” on every item. The new normal for e-commerce is going to be huge.

The lockdown has created “Cyber Monday” levels of volume for three consecutive months. And even after we’re able to return to the malls, online sales will never go back down to pre-COVID levels. Every e-commerce site from Amazon to Aunt Matilda’s Potato Mashers will enjoy a piece of the online buying frenzy.

Last year, e-commerce sales in the U.S. rose 14% to $569 billion. This year’s growth could be as high as 50% in many categories. But most e-commerce businesses could get a bigger piece of the growing pie, if only they’d do something — anything — to differentiate themselves from pack.

A good place to start is with your target audience.

Besides a ridiculously low price, what do online shoppers want?

Most are looking for insight on a specific product category. Before they fill their online shopping cart they need more information. So they hunt and click for real stories about how your product might fit into their lives. They look for facts, reviews, videos, articles or any kind of credible content that helps them narrow their search.

But amazingly few e-commerce brands deliver any content at all that could be called useful or differentiating.

If you want to establish a successful e-commerce brand you have to do more than just copy your competitors. You can’t just cut and paste the same exact manufacturer’s blurb, the same photo and the same specs and expect more market share than anyone else. You have to differentiate your online store. Somehow…

You could offer a unique product mix.

Choose one main thing BNBrandingMost niched e-commerce sites offer the exact same products as their competitors. So maybe your new normal in ecommerce is a product mix that’s more carefully curated or even more niched.

You’ll never be able to compete with Amazon on breadth of offerings, so you might as well specialize.

But even if you could find something that your competitors don’t have, it’s not a sustainable advantage unless you have an exclusive arrangement with the manufacturer.

You could offer lower pricing.

One thing’s for sure, the new normal in e-commerce is going to involve a lot more competition. Drop-ship companies are springing up everywhere, and many of the new players will get caught in a race to the bottom when it comes to pricing.

Do you really want to be positioned as a low-price leader? Do you want to compete with WalMart.com? Is that really “on brand” for you, or are you more interested in providing quality products with good overall value?

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

Even if you have basically the same product mix at the same price as your competition, you CAN differentiate yourself. All you have to do is customize your product pitches, improve your copy, and mix up the words a bit.

If you’re not doin that you’re not really an e-commerce retailer, you’re just a virtual warehouse.  Retailing, by definition, means selling, merchandising, and packaging up other people’s products into a unique buying environment. Brand building, by definition, means building loyalty and lots of repeat business.

Brick and mortar retailers like Nordstrom know all about that.

And let me tell you about another category of companies that applied wise retail thinking to a new delivery system.

Early in my career I wrote copy for Norm Thompson. Back then, in the days of J Peterman and Montgomery Ward,  there was a lot of competition among catalog companies. But Norm Thompson offered a highly differentiated buying experience.

We offered the best guarantee in the business, a meticulously curated collection of high-quality, high-margin products, and a unique tone of voice that resonated with Norm Thompson’s mature, upscale audience.

We wrote long, intelligent copy that told a story of both functionality and fashion. When the product called for a technical approach, we’d get technical… I remember writing a full page spread on the optics of Serengetti Driver sunglasses.

On other occasions it was pure fashion. We’d turn on the charm and use prose that harkened back to more chivalrous times.

The brand was Helpful. Heroic. Practical. Luxurious. Comfortable.

These weren’t just adjectives thrown in to boost our word count. They were themes on which we built compelling, product-driven stories.

The long narratives explained why the product felt so luxurious. Where the innovation came from. How a feature worked. And most importantly, what it all meant to the Norm Thompson customer.

It was the voice of the brand, and guess what? It worked. The conversion rates and sales-to-page ratios of the Norm Thompson catalog were among the highest in the industry. We routinely got 30% response rates on our direct mailings.

It’s tough to find anything remotely close in the on-line world. And unfortunately, Norm Thompson hasn’t maintained that unique voice in the e-commerce arena.

Here’s the new normal in e-commerce… More and more high dollar, high involvement purchases will be made online. And the role of the well-informed retail sales person is falling on the shoulders of the e-commerce entrepreneur.

Take ski boots, for example. Ski boots don’t exactly fit into the category of top on-line sellers. They aren’t impulse items that you need on a weekly basis. They’re heavy to ship. Most people prefer to try them on before buying. And returns on ski boots are quite common.

But on-line retailers could dramatically reduce returns simply by  explaining the single most important thing:

Fit.

No technical feature is as important as fit, and yet no website that I’ve found provides the simple problem-solving content that says: If you have peasant feet, try this make and model. If you have a high instep, try these. If you have a narrow foot, try these. If you have big calves, try these.

I were a ski boot retailer I’d focus on the pain ski boots can inflict: Toenails blackened and torn. Crippling leg cramps. Wasted $150 lift tickets. Ruined vacations. Endless trips back to the boot fitter.

Those are the honest-to-goodness repercussions of getting the wrong fit. That’s the stuff of compelling sales copy. Not bullets from the manufacturer’s spec sheet.

But not a single online ski shop capitalizes on those emotional hooks. They’re all just lined up, offering the same brands at the same prices with the same mundane sales pitch.

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

That’s what separates the best e-commerce stores; A higher degree of expertise. Better salesmanship. And a brand that means something beyond just making a quick online sale.

In 2019 Norm Thompson’s parent company announced that they would be “exiting the brand.” It’s too bad… the company that started in 1949 selling flies to avid fly fisherman and morphed into one of the leading catalog companies couldn’t make it in this new world of e-commerce.

But before they started losing money, they lost their focus on wealthy baby boomers. They lost their unique tone of voice. They lost their differentiating personality. They lost the soul of the brand after multiple buy-outs.

So that’s the new normal in e-commerce.  Even though business is booming, the brands that lose focus will fail. Cars, appliances and many other big ticket items are now routinely purchased with just a click of the mouse, but that doesn’t guarantee success.

So here’s the question for all e-commerce entrepreneurs: What are you doing to make the buying experience better for your customers?

What are you saying that’s different than what your competitors say?

What information are you providing that’ll improve your credibility and set yourself apart?

What features do you offer on your site that’ll guide customers through the research and make purchase process easier?

What does your online store really say about the potential longevity of your brand?

Are you running a nameless online store, or building an e-commerce brand?

If you’re hard pressed for answers, give us a call. We can help.

 

a new approach to website design BNBranding

Golf industry branding. Advertising, marketing and branding services for the golf industry

Fear Of Loss in advertising — Another effective angle of attack

brand credibility from branding expertsI have an ongoing debate with a client who says we should never, ever take a negative approach in her advertising. She believes, whole heartedly, that fear of loss — or any hint of trouble — should not be part of her brand narrative.

The debate’s been going on for years, and at this point we just agree to disagree. However, as the Creative Director on her account, it’s my job to always make sure she sees our strongest ideas. So I’ll continue to present a “negative” ad occasionally, even if I know she’s just going to kill it.

Let me be very clear… I’m not referring to trash talking ads that attack her competitors. This isn’t politics, where polling data has proven that negative ads pull better than positive ones.

I’m talking about using the fear of loss in honest, problem-oriented advertising that touches on deep-seated emotions that make people stop, notice and actually click or buy.

So let’s dissect the latest example…

The overall tone of this ad is sweet as pecan pie and perfectly on brand for Oregon’s largest pediatric practice.

It definitely passes the 5-second glance test…

The quick take away is “happy child,” and “promises kept.” What brand would NOT want to be associated with those two thoughts?

But there’s that headline… that “negative” angle of attack that touches a nerve with that particular client.

“No child gets turned away. Never ever.”

I don’t believe it’s a problem.

In a very subtle way it poses a relevant idea that the reader has probably never thought of:

At other practices she might get turned away because of her insurance. It’s a true, tangible differentiator for this client.

Here’s a realistic reaction: “Wait, what?…  some pediatricians turn kids away because of their insurance!  I better check on that. I don’t want my baby to get left behind.”

The threat of getting turned down because of a stupid health insurance issue is the emotional hook of the ad.

If you turn it around and look at it through rose-colored glasses, the headline might read: “All children are always welcome. Now and forever.”

Same touching photo. Same body copy. Much weaker ad.

Here’s why:

Too much sugar on top.

The natural reaction to that “nicer” headline is dismissive:  “Of course everyone’s welcome. What kind of doctor would NOT welcome me and my newborn?”

It’s a given. And if the conclusion is a given, people skip right over it, regardless of how sweet it seems.

It’s not going to make people stop and wonder. It doesn’t contain an idea that will stick because it’s nothing but corporate sugar coating.

Sometimes the recipe calls for a touch of salt, instead.

The suggestion of being left behind in the headline (fear of loss) is just enough salt to make our prospect stop and think. And it shows that COPA really cares.

If it’s all pretty pictures and happy-go-lucky outcomes all the time, eventually no one’s going to believe you.

Authenticity is crucial these days. Focusing on the problem occasionally makes you more credible.  It conveys the idea that you understand the prospect’s problem and makes your brand more authentic.

Look at this way: Great ads tell a story. Doesn’t matter if it’s in a 3-minute video format, print ad format, or social media format, it needs to have elements of a good story. And stories always include a villain or a problem.

Without a problem you have no meaningful solution.

Without conflict there’s no resolution.

Without a villain you have no hero.

Without trouble you have no story —  just a pretty picture and a headline with no meat.

Donald Miller, in his best-seller “Building a Brand Story” talks about the challenge companies have when it comes to pointing out the downside of NOT buying a particular product or service.

“Clients don’t want to be fearmongers, but fearmongering is not the problem that 99% of business leaders struggle with. It’s just the opposite… they don’t bring up the negative stakes often enough, and their story ends up falling flat.”

Miller points out that you probably don’t want to build an entire campaign using the negative approach, and I agree with him in this case.

Happy moms with happy babies is the predominant visual tool for pediatric practices everywhere. I’m not saying we should change that, I’m just saying we should leave room for other approaches, such as this:

Every mom can relate to those times when her baby’s not being herself. That’s reality for her, and the reality of any pediatric office.

If you ignore the back door angle of attack you’re missing at least 50% of the possible creative solutions to any ad. So you’ll never know what might have been.

As a writer and advertising creative I was always taught to turn things around and look at problems from a different perspective. That training that has served me well, not just on creative assignments, but in all aspects of business.

As Alex Bogusky says, “First you have to think big. Really, really big. Then you have to sit back and think of all the ways you’re not thinking big enough.”

There are plenty of very successful brands that have done that, and built campaigns from an opposing angle of attack. Just look at the non-profit world… they always sell the problem in order to raise funds.

The World Wildlife Fund paints a clear, creative picture of what climate change might mean to people.

PETA shows nothing but sad looking animals, and they raise millions every year.

St Jude’s Children’s Hospital.

And Allstate Insurance…

The Mayhem Man campaign revolves entirely around the problem — the potential mayhem that might befall us. It’s a brilliant campaign that attacks the boring subject of insurance in a memorable, albeit “negative” fashion. They give the villain a face and paint a dramatic, lighthearted picture of what’s at stake.

It’s way more compelling than any ads showing what a wonderful, rosey life we’ll lead because of our Allstate insurance policy.

Here’s another example of the fear of loss approach from BNBranding’s portfolio of :

When we helped launch the Worx Wedge we talked to a lot of golfers about their use of a sand wedge, their attitudes toward golf industry marketing, and the challenges they face around the greens.

The insight from those discussions came through loud and clear… the average golfer has a completely irrational level of fear when it comes to sand traps.

Golf industry branding by BNBranding. Advertising, marketing and branding services for the golf industry

To them, the potential embarrassment of being stuck in a bunker is much more poignant than any positive message of hope that we might employ. (The golf industry is riddled with hopeful bullshit promises of more distance.)

So instead of promising them roses and lower scores, we attacked the problem head on.

Fear Not.

There’s a story in these simple, two word ads… We acknowledge their fear, show that it is not unfounded, and position the Worx Wedge as the tool they need to conquer it.

fear of loss in advertising brand insight blog

Psychologists and neuroscientists have actually conducted quite a bit of conclusive research on the persuasive power of the loss-aversion pitch. Turns out, the fear of loss is often more powerful than the hope of gain.

Clifford Nass, a professor of communication at Stanford University says “Negative emotions generally involve more thinking, and the information is processed more thoroughly than positive ones, he said. Thus, we tend to ruminate more about unpleasant events — and use stronger words to describe them — than happy ones.”

fear of loss in golf industry advertisingMothers remember, quite vividly, those trips to the doctor with their screaming 6-month old. And they forget all about the positive experiences with their pediatrician.

Golfers never forget the experience of being stuck in a pot bunker during a bucket list trip to St. Andrews.

In advertising there are market realities to consider, as well. Sometimes, when you’re dealing with a me-too product in a crowded category, focusing on what the product is NOT is the better strategy, by far.

Let everyone else tout the generic product category benefits and attempt to position themselves as the hero, while you focus on the problem and let the customer be the hero in the story.

There are really only two possible outcomes for any advertising story…  customers either gains something, or they lose something.  Advertising your product or service as a way to avoid that loss really can work.

You just can’t be afraid of the fear of loss.

 

 

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Naming, rebranding, and the role of your brand origin story.

brand credibility from branding experts

Origin stories are big business in Hollywood. Millions of people will pay top dollar at the box office to get the back-story on their favorite superhero or sci-fi villain. (The Joker grossed $849 million in just two months.) Unfortunately, brand origin stories are highly underrated and underutilized in the business world.

Let’s say you’re involved in a start-up and you’re pitching your idea to potential investors. They’re going to want to know where you came from. How you got there. And what you’re all about. A well-crafted brand origin story can answer those questions — in dramatic fashion.

A look back helps illuminate the way forward.

Sometimes it’s the founder’s entrepreneurial journey that attracts a tribe of like-minded people and helps get the company off the ground. In other cases it’s the team that triggers success… their past experiences, skill sets, passions or unique insights. Sometimes it’s the product itself or the timing of the product launch that gives the company traction.

Whatever the case may be, that brand origin story should be an important component of your brand narrative.

Our clients never come asking for an origin story. They’re just stuck, and many have lost something they had when they first started their business, but they can’t put their finger on it. That’s why it helps to go back to the very beginning.

When we dive into the heritage of a company, the reputation of the brand, and the past experience of the key players we often find the DNA of the brand hidden beneath the haze of time, growth and outside influences.

Let me give you an example, and walk the talk.

This is the brand origin story of BNBranding…

It begins with my childhood crush on a couple of iconic brands. By the age of seven I was smitten was Tonka trucks and Schwinn bikes.

I really, really, really wanted a Schwinn Sting Ray with the banana seat, sissy bar and a five-speed stick shifter. That never happened, and I’m scarred for life from the years I spent riding a cheaper, embarrassing knock-off that my dad bought at a thrift store.

I’ll never forget the Christmas, some years later, when I finally got a yellow, Schwinn Varsity 10-speed. I had truly grown up… Way beyond the JV sting ray.

The other brand I was passionate about during those wonder years was Head skis. I got a hand-me-down pair from a racer friend of mine, and I was in snow-bound heaven. Head skis are the Schwinn of my winters, to this day.

Fast forward to high school when skateboarding replaced bike riding and my infatuation with brands blossomed. Classroom doodles were detailed recreations of skateboard brands, ski logos and slalom courses. I could draw perfect replicas of the iconic Rossignol R as well as the Sims logo,  G & S, Nordica, Marker and Sun Valley.

My PeeChee was a well-branded work of art and those logos are forever etched in my subconscious.

In Graphic Arts class I channeled that interest quite successfully. I created logos for imaginary brands, silk screened T shirts, learned how to set type, ran a letterpress, worked in the dark room developing my own photos and operated an offset press.

I can honestly say I learned a trade. In fact, I printed up a resume, walked into a local print shop and got my first job, which I desperately needed to pay for my brand-name skateboards, brand-name ski gear and brand-name car (Volkswagen Rabbit.)

bend oregon branding firm Origin BNBrandingThat print shop was not exactly what you’d call state-of-the-art. Quite the opposite, in fact.  It was ancient, run-down and reeked of ink, acetone and darkroom chemicals.

But I loved it.

The big, hand-fed letterpresses were similar to what we had at school, but the type collection was dramatically larger… Row after row of font drawers, each one full of backward letters and punctuation marks just waiting to be painstakingly hand set and magically transformed into wedding invitations, event flyers or business cards.

Choose a font. Fish out every letter. Set the spacing. “Lock it all up.” Hold the whole thing up to the mirror to check for typos. Back to the drawer to replace that b with a d.

I developed a keen awareness of letterforms, x heights, leading and line spacing. I came to recognize inspired design, true craftsmanship and high-quality printing.  It’s was on-the-job training that serves me well to this day.

I had ink under my nails all through high school and college. My biggest take-aways from that experience?…

1. The Linotype machine is one of the most amazing gilded-age contraptions ever invented. (YouTube doesn’t do it justice.)

2. All the glamour’s on the front-end — in the planning, writing and design of those promotional materials. Not on the back end in production.

So I took all the advertising, writing and design classes I could. Then I took my Journalism degree and dove into a career in advertising.

I started as a direct response copywriter, where money talks. Not art. We tested everything, and routinely produced 35% response rates on direct sales letters to our house list. I learned that the right words translate directly into better response and more cash flow.

I gave up the security of that position to pursue my dream of working in a “real” ad agency. I worked in several around Portland where I did print advertising, award-winning radio campaigns, long-format corporate videos and lots of collateral projects. (printed sales materials.) I learned the magic of the writer/art director collaboration, the toxicity of dysfunctional bosses and the pitfalls of the advertising agency business model.

Like many naive, young Creatives I thought I could do it better myself.  So after moving to the small town of Bend, Oregon, I hung up a shingle with just two clients.

But what to call my fledgling little agency? By that time I had done a half dozen naming projects, so I dove into the exercise with a fair bit of bravado, a blank pad of paper and the world’s thickest thesaurus.

I wanted something that would convey my USP, which is an unusual combination of creative wordsmithing and insightful strategic planning. The work had to be creative, but also undeniably effective. So this name and tagline came pretty easily:

AdWords. What to say, and how to say it.

Short. Direct. Precise. Intriguing. Plus, the URL www.adwords.com was available, so I snatched that up right away. (That was before URLs were the be-all end-all of corporate naming.)

The tagline, “what to say and how to say it” still rings true today. At BNBranding it’s strategy first, THEN execution.

Strategy determines what to say. Creative execution is the “how to say it” part. One without the other is like a Ferarri without a throttle.

So “AdWords” it was!

Over the next seven years I built a team and a substantial body of award-winning advertising work in tourism, technology, golf and real estate development.

Then, on February 10 of 2004, I got a phone call from an attorney who made an offer to purchase the AdWords brand name and URL. I thought it was a birthday prank from one of my buddies, and I politely declined.

But a couple months later he called back with a better offer. Then another, and another. He wouldn’t tell me who his client was, but it didn’t take a big leap of imagination to figure out it was Google. I held out for more than a year.

The windfall from that sale gave me time to write a golf book, help start a non-profit, reevaluate the direction of the company, and reinvent my brand.

Back to the drawing board.

As it turned out, the RE-branding process was much more difficult than my original branding effort. As all Creatives know, doing work for yourself is harder than doing work for clients.

The cobbler’s shoe syndrome is rampant in my business.

First of all, I had to do some serious soul searching. I had to step back and take a realistic look at what the company was. And what is was NOT.

We never offered media buying as a service. That was not in our wheelhouse. So really, AdWords never was an ad agency. We provided creative services, and produced advertising in all forms, but it was more of creative boutique than an agency.

It was a bitter pill to swallow for someone who had dreamed of having an “agency.”  And during that re-naming process I wasted a lot of time comparing my company to advertising agencies.

In that world there are a lot of acronyms… BBDO, CP+B, R/GA, WPP, and even TBD. But I hate acronyms. I’ve never recommended an acronym while doing a naming project. Not once. I have recommended the use of the owner’s name, but never an acronym.

I’ve never seen a cool, start-up ad agency use an acronym. They all gravitate toward hip, one word names like Smoke, Dig, Preacher, Omelet, Stoke or Walrus.

Seriously. I can’t make this stuff up.

The consensus on my team was, “No, nothing like that! That’d be off brand for us.”  So the thousand dollar question was, what would be ON brand for me and my team?

The reality was this:  It wasn’t just about me and my copywriting skills. It wasn’t even about advertising anymore. I had to let that go.

Clients were asking for much more, and our service bundle had evolved to accommodate those requests. We were still delivering creative advertising work, but we were also working further up stream — doing strategic marketing, small business consulting, account planning and most of all, brand development.

So it was decided.. we would be a branding firm. Or a strategic brand consultancy. Or a branding agency. Something like that. But we still needed a name.

We kicked around a whole slew of options, including one that was just a symbolic letter. V.  Not V Branding, just V. That went nowhere.

We thought about leveraging our location, which is the desirable town of Bend, Oregon. Bend Branding. BB. That was a big dud.

Another practical consideration was corporate structure. I was advised to incorporate, but I already had one S corp in the family, so it seemed like a lot of unnecessary legal mumbo jumbo to me. Two corporate tax returns… really? Why not just become part of the family business? (My wife had a market research firm called BN Research.)

BN Branding. Hmmmmm… Seemed kind of boring, so I put that idea in the drawer and continued down the rabbit hole that is namestorming.  It’s never easy… sometimes it takes weeks to come up for air.

In the end, those two letters kept rising back to the surface… BN, BN, BN.

So we skipped a whole bunch of important strategic steps and jumped right into the execution. We started playing around with this question:  How could the B and the N stand for? How could we attach meaning to those two letters and extend it into a campaign that has legs… something that would be graphically bold and completely different than anything else in the Branding niche.

That’s where the “Be” campaign was born.

It started with one simple idea… What’s more iconic than the curves of Coca-Cola bottle?

Then came Be Inspired, which  implies a broader role where we’re touching more than just design and advertising. We inspire entire teams, not just marketing guys.

Suddenly the name BNBranding didn’t seem like a bad idea at all.

15 years later we’re still working out new ideas for the “Be” campaign. Those two green letters are now iconic, in their own right. You don’t even need to see the name or the logo to know it’s a message from BNBranding.

A new approach to website design BNBranding

BN by itself is not an exciting name, but Be Iconic is the main benefit of working with us. Be Inspired is what clients are looking for. Be Nice is how we roll.

We’ve attached meaning to those two letters over time, and the more we repeat those, the stronger our brand becomes. BN is just a trigger for a much bigger, more meaningful idea. Our clients can fill in the blanks. They can “be” whatever they want to be.

So that’s my brand origin story, and the answer to the common question “why do you call it BNBranding?”

 

 

What can you learn from all this?

• Details, visual aids, and quality writing makes a big difference in the value of your brand origin story. Like any good story, it needs characters and conflict.

 • Look to the past for inspiration and a compelling brand origin story, but don’t hang on too tightly to what you thought you were. You gotta stay nimble.

• When evaluating possible names it’s often helpful to step back and look at the bigger picture. Get away from the word and the URL hunt, for a bit, and think big.

• Your company name is only one component of your brand identity. It’s important, for sure, but it seldom stands alone. It’s always “consumed” within the context of something else.

• Names that may not seem all that great at first can become quite powerful as context and meaning is revealed over time.

• Context matters. A well-crafted brand origin story provides context for people, and can create greater understanding of your real value.

• Brand origin stories are especially important for service business and companies that revolve around a few, key people.

•  A good origin story can become the stuff of urban legend, told and retold to your benefit.

If you’d like some help exposing your brand DNA, and telling your origin story, give us a call. We’d love to hear it.

a new approach to website design BNBranding

 

 

 

 

 

 

 

 

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.

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BNBranding how to choose the right message for your ads

New word, old idea — The definition of content marketing

BNBranding logo“Content” is a sizzling buzzword in the marketing world these days. There are all sorts of specialists peddling different versions of content. “Content is King, Content is King,” they all scream.

Everyday I get multiple offers to provide content for this blog, and for my firm’s website, and for my clients’ websites. I hear from content marketing agencies, off-shore content factories, content producers, content designers, video content producers, social media content specialists and content journalists. Every one offers “expertise in my niche” and “professional” writers and producers.

Not one has ever actually panned out.

I’m not alone.  A recent survey from Forrester Research shows that 87% of all companies are struggling to find content that produces a discernible ROI. Companies are churning stuff out, but they’re not content with their content.

And here’s the ironic part… when you ask web development companies about their biggest daily frustration, without fail they all say “it’s really hard to get our clients to provide good content in a timely manner.”

The clients are waiting for the web guys to provide content, and the web guys are waiting for the clients.

Hmmmm. What’s wrong with that picture?

Part of the problem might be the term itself. It’s like the term “marketing”… no two people can agree on what it really includes. Some people think content refers only to copywriting for websites. Others say it’s infographics, or blogging, or video. Gotta have video!

They’re all right. It’s all “content.”

Content, the noun, is nothing new. 200 years ago marketing content appeared in the form of printed hand bills hung up in the local tavern or town square. Then there were newspapers, and magazines and the advent of paid advertising and editorial placed by publicists but written by journalists.

Radio brought sponsorships, jingles and professionally produced commercials. Many great brands were launched on that platform of “theater of the mind.”

In the late 1940’s TV became the original form of video content. At the same time, billboards started popping up, and in the 60’s, direct mail became a highly effective tool for marketers.

So content’s been around forever. It’s just the form and the delivery methods that have changed.

BNBranding long copy is more convincingThere are many more options now, and a totally new vernacular, but the crux of it is the same as always … It’s all designed to forge a connection with consumers. So when it’s time to buy, they are already convinced.

Seth Godin’s widely quoted as saying “Content marketing is all that’s left.” Well, I guess that’s true, in a sense, because content marketing is all there’s ever been.

Teaching prospective customers and giving them reasons to believe has always been the heart of marketing. But now it’s easy to go deeper than we could with Radio, TV, print or outdoor advertising.

The media mix is more fragmented than ever, so the exercise is twofold:

  1. Create content that resonates with your people. Make it relevant, regardless of the medium.
  2. Find the media outlets for that content that best fit your target audience and brand strategy.

If you want to be mindful and authentic about the content you use, you have to start with a deep dive into your business strategy. That’s probably why so many companies are unhappy with their content marketing efforts… there wasn’t any strategic thinking behind it. At all.

It’s usually just a purely tactical exercise.

Strategy work is the single most important component of your content marketing effort.

It’s the only way you’ll know what to say.

The fact is, every company has a lot of stuff they could say. But those messages may not be relevant to the audience, or they might not be differentiated from your competitor’s messages or they not be true to the operational realities of your business. There are a hundred things that could sabotage your content.

You’d be surprised how many companies are out producing content trying to “increase engagement” without even having their value proposition nailed down. So when you do that strategic work, you’ll immediately be ahead of the pack.

a new approach to website design BNBrandingOnce you’ve determined what to say, you also have to be creative in how you say it. That’s the execution piece.

When it comes to content, the right words matter. Concepts, themes and fundamental storylines matter. Images matter. Details matter. Guts matter. Restraint matters.

Many companies try to say too much, all the time. They pack their communications full of technical details that don’t enlighten or connect. They mistake facts and data for effective communications. They post ten times a day, just to say they did.  It’s a quantity over quality mentality.

You can’t just take a facebook post and turn it into a digital ad and expect it to perform well. Your content needs to be crafted to match both the target audience and the medium.

Make no mistake about it… no matter what kind of content you’re producing, precise word smithing and stunning visuals can mean the difference between failure and success.

In content marketing (and all marketing for that matter) what you show is just as important as what you say.

Part of the strategic work is determining what imagery should be attached to your brand. Here are some good questions to ponder:

Does your brand have its own, unique visual presence, or are you recycling the same stock images and selfies that every other company is using?

Would your social media person know if an Instagram post was completely “off brand?”

What’s the takeaway for people who don’t read a word of what you put out there? If you are seen but not heard.

If you have a food product, does your content look like something from Gourmet magazine or a tattered menu from a cheap Chinese place?

Once you’ve determined your brand visuals it’ll be much easier to define the type of images you want to pair with written content. There will be clear marching orders, and boundaries that will keep everything in alignment.

Long before”content marketing” was ever a thing, I was preaching about Relevance, Differentiation and Credibility.  Low and behold, the new model for content marketing fits perfectly with that tried and true model.

Try this post for more on content marketing.

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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.

 

 

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. 

 

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1 what great brands have in common Patagonia

What do great brands have in common?

BNBranding logoWhat are the common attributes of the world’s greatest brands? And more importantly, what can the average business owner, entrepreneur or marketing director learn from the greats?

I could have done a listicle on the subject: “5 things that great brands have in common.” But that would have been lame… the form of the content would have been contrary to the first, most common attribute that great brands share: Differentiation.

Great brands are highly differentiated from the competition. 

Brands like Ikea, Whole Foods and Nike play by their own rules. They break the preconceived notion of function, service, style or culture and catch the competition off guard. That’s how they establish leadership positions.

Under Armour has risen past Adidas and grabbed second place behind Nike, and it wasn’t by making me-too products. They broke the preconceived notion of function in a t-shirt and have parlayed that into a sporting goods powerhouse.

common attributes of great brandsZappos differentiated itself in the E-commerce arena by focusing on service.

Tony Hsieh knew, from the very beginning, that it wasn’t just a matter of moving a lot of shoes. He wanted to be the Nordstrom of Ecommerce, and Hsieh built the entire operation around that one, core brand value.

Now it’s actually integrated into the Zappos brand identity. “Powered by Service.”

These days, start-ups commonly pitch themselves as the Zappos of of this, and the Zappos of that… “The Zappos of office supplies.”  “The Zappos of skateboarding.”  “The Zappos of specialty foods.”

They all want to differentiate themselves by emulating Zappos, and then get bought by Amazon for $928 million. Like Zappos did.

Apple has always played by its own rules. It’s not just differentiated, it’s purposely contrarian.

It was born that way, as the counter-culture antithesis to Windows and IBM.

According to a 2002 Wired Magazine article, “they did it by building a sense of belonging to an elite club by portraying the Mac as embodying the values of righteous outsiderism and rebellion against injustice.”

common attributes of great brands

So as I write this article on a MacBook Pro what does that say about me?

It says that I’m consciously creative. That I value design. That I like simplicity. That I’m not a corporate lemming. That I “think different.”

Those feelings were imprinted in me the first time I sat down at at a little Mac. And now those feelings keep replaying every time I pick up my iPhone 7. (Not so much when I have to deal with iTunes.)

Great brands connect on an emotional, gut level.

A hot bowl of tomato soup on a cold winter day triggers feelings of comfort, love and security for millions of Americans. It’s M’m M’m Good! (That slogan is ranked as one of the 10 best of the 20th century, and it was successfully resurrected in 2002.)

The ingrained goodwill that we have for Campbell’s Soup is the only thing that’s sustaining the company amid MSG scares, shrinking category sales, and stiff competition from Progresso and other, healthier choices such as Amy’s and Pacific Foods.

what great brands have in commonSpeaking of emotional attachment, let’s talk Target, the country’s second-largest retailer.

My daughter is an absolute brand fanatic. She lives for those Target shopping trips. The ads speak to her. The experience is superior to any other store. And she loves the products they carry. She jokingly admits to “having a problem.”

According to Harvard Business Review, Target’s business objective was to create an alternative to Wal-Mart’s price leadership. It’s done that through upscale discounting — a concept associating style, quality, and price competitiveness.

This “cheap-chic” strategy enabled Target to become a major brand and consumer-shopping destination, and was built around two interrelated branding activities:

what great brands have in common... Target, Zappos, Apple, Harley DavidsonDesigner partnerships and clever, creative advertising.

Target spends 2.3 percent of its revenues on advertising. Target’s agencies regularly come up with fun, memorable ad campaigns that maintain the brand’s hip design aesthetic that has helped transformed its signature bull’s-eye logo into a lifestyle symbol. As my daughter put it, “Yeah, I follow them on Instagram because it’s aesthetically pleasing.”

Target’s brand promise is summed up very nicely in its tagline, “Expect More. Pay Less.”  In other words, the value is a given, but there’s style too. Otherwise, millennials would dessert it faster than you can say “Where’d Sears go?”

what great brands have in commonTarget has successfully associated its name with a younger, hipper, edgier image than its competitors. It’s not just Target, it’s “Tar-zhay.” And for my daughter, who grew up shopping there, it will always will have a special place in her heart.

If you’re a skier, you might be interested in the emotional attachment I have to my Head skis.

If you’re a motorcycle enthusiast, you’ll be familiar with the cult-like culture of Harley Davidson.

If you’re a driving enthusiast, you’ll relate to BMW’s brand messaging…  “The Ultimate Driving Machine.” And you’ll understand that no one bought a Dodge Viper because of its product features.

Emotion is everything when it comes to building an iconic brand.

Great brands deliver on their promise year after year.

Target stays relevant by keeping up with the latest fashion trends and aligning itself with the right designers. The right stars. The right brand affiliations. It’s a constant effort to always keep things fresh.

Many business owners seem to think of branding as a one-time event — do it and it’s done. But that’s not it at all. Branding requires constant diligence.

You won’t stay competitive long enough to become iconic if you’re not delivering on your brand promise. To remain emotionally connected to your tribe, you have work at it on a day-to-day basis. Because an iconic brand does not guarantee business success.

Was Saturn iconic? Certainly for a few years in  automotive circles. What about Oldsmobile and Plymouth? Many icons of the auto industry have stalled, and ended up in the perverbial junkyard.

VW lost millions of fans when they duped the public on Diesel admissions. But the strength of the brand will carry it through. Eventually.

 

Mauro Caviezel

For about 10 years I was a loyal Audi owner. One holiday weekend I had to drive my Q7 two and half hours on a narrow, icy, highway that’s sketchy even on a clear, summer night.  I felt security, safety, familiarity, excitement, satisfaction, indulgence.

The trip wasn’t exactly fun, but it reinforced all my beliefs about the brand: Best damn cars for snowy roads. Period.

Ultimately, however, the brand lost me. I gave up that extra sense of security on snowy roads in favor of financial security. I just couldn’t justify the expense of long-term Audi ownership. I literally felt sick every time I had to check into the service department at the dealership.

The Audi brand couldn’t deliver on its promise when my car was in shop.

Great brands have a clear sense of purpose.  

Your brand’s purpose isn’t to make money. That’s the purpose of the business. The brand needs to stand for something deeper and more meaningful than that.

Nike sells shoes and apparel. But it’s purpose is to inspire action, performance and personal achievement. “Just Do It.”

Starbucks sells coffee and fast food. But it’s purpose is to fill a void in our busy lives. As Howard Shultz once said, “A burger joint fills the belly, but a good coffeehouse fills the soul.”

Coke-a-Cola sells sugar water, but the brand’s purpose is to spread American values around the world. It’s a little taste of freedom in a bottle.

Ikea sells cheap furniture that you have to painstakingly assemble. But it’s purpose is to bring affordable, modern design to the masses.

What is the purpose of your business, beyond making a profit?

Figure it out, write it down, and then start communicating that purpose. Relentlessly.  If you need help with that, call me. And here’s a great article on purpose-driven companies from HBR.

Great brands are great communicators.

A strong, purpose-driven culture won’t help if you don’t communicate clearly.  So sharp storytelling skill is another thing that great brands have in common.

It’s a challenge, staying “on message.” That’s where many companies go wrong… their advertising says one thing, their social media campaigns say another thing, and their website communicates something else entirely.

Consistency and alignment is something all great brands have in common.

Patagonia is a brand with a very clear sense of purpose and a consistent, compelling story to match. They use an authentic, visual narrative. No staged shots of pretty boy models. No over-explanation.

It’s an approach that establishes that intangible, emotional connection that fuels success and inspires people… Participate in the outdoors and help save our wild, beautiful places.

Try this article for more on what great brands have in common.

For help with your own brand, make an appointment with me at BNBranding. We’ll get your messages aligned, and your advertising noticed.

tips for new logo design by BNBranding

Need a new logo? (5 things to know before you hire professional help)

BNBranding logoA lot of people think they need a new logo. Or they’ll talk about a “rebranding exercise” which is usually just a logo revision.

newtips for new logo design by BNBrandingAnd there are many ways to get that job done… You can hire a big design firm, a strategic branding agency, a freelance graphic designer, a commercial illustrator or even an animator.

Unfortunately, you can also have your cousin’s wife’s kid draw a new logo for you, or you can crowd source it through one of those online sweatshops.

But what you think you want may not be what your business really needs.

To succeed in business, at any level, you need a brand. Not just a logo. And brands are much more than just a graphic design exercise.

So here are five important tips for getting a brand off the ground. This is what you need to know before doing a new logo in order to get the best results from any brand identity team or graphic designer.

tips for new logo design by BNBranding1. Logo design is not the place to start.

Before anyone dives into the design of a new logo, you need an idea. Because brands are built on ideas.

What’s the idea behind your brand? What are the motives that drive the business? What’s your cause or the purpose behind all that hard work you do?

You have to spell it out. You need a clear brand strategy, written down, so the designers have something to work with.

Otherwise, it’s just garbage in, garbage out. Meaningless art.

By dialing in your brand platform and core brand messages you’ll save everyone from frustrating false starts and wasted effort. Unfortunately, most graphic designers cannot help you with this strategy piece. (It’s not just a form you fill out.) So you’ll either need to figure it out for yourself, or hire a strategic branding firm. Here’s a post that’ll help you get started.

2. Be clear about what you stand for.

There’s an old saying in the design business… “Show us your soul and we’ll show you your brand.”

The soul of your brand, and the foundation for your brand identity, begins with core values and shared beliefs. Those beliefs, your passion and your sense of purpose are all critically important for the design team. If you don’t know what you stand for, it’s going to be very difficult to build an iconic brand. Here’s some help on how to define your brand values.

3. A brand identity does not equate to a brand.

The logo is just the tip of the branding iceberg. The logo is what people see, initially, but if you want to establish a memorable, lasting brand – and ultimately an iconic brand – you’ll need to go a little deeper. The vast mass below the surface is a thousand times bigger and more important than the design work on top. The logo should be a reflection of what’s going on down there.

Click here for some more insight on that. 

4. You’re completely blind to the creative possibilities.

tips for new logo design by BNBrandingThis is not an insult, it’s just a fact of life. Unless you’ve studied graphic design, you have no idea how great your brand identity could really be. You’d be amazed.

Your expectations are based only on what you see everyday… the ho-hum, literal graphics that are standard fare in your industry, your town, and your local grocery store.

If you can set-aside your preconceived notions and move past those visual cliches, you’ll be much closer to success. Be open minded, not literal-minded. Let your design team explore the ideas that seem most outrageous to you. Those are the ideas that are remembered.

Here’s more on the possibilities of logo design. 

5. The agency can only get you so far…

The scope of work among branding firms and graphic design studios varies dramatically, depending on the talent pool. Some firms, like mine, provide research, strategy, planning and brand messaging in addition to design. Others limit their bag of tricks to just the graphics.

In any case, the agency cannot guarantee long-term branding success. We can devise a strategy, point the way, and help communicate things in a breathtaking manner, but we can’t force you live up to your brand’s reputation.

You have to do that. Every day.

The trick to building a lasting, iconic brand is in the operational details. You have to continually prove that you can live up to your brand promise.

Your product has to deliver. Your service has to be up to snuff. Your people have to believe in your brand. Your brand affiliations need to line up. And your marketing communications need to be a reflection of that operational reality.

Otherwise all the branding talk is just wishful thinking.

BNBranding's Brand Insight Blog

 

 

5 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. 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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