Tag Archives for " marketing messages "

Small-Business Management 2020 — Unusual times require an unreasonable approach.

brand credibility from branding expertsYou’ve heard this pessimistic preamble a thousand times by now… “In these unprecedented times…  Blah blah blah.”  And you’ve probably seen the memes that categorize 2020 as spoiled lutefisk on moldy toast, and other equally stinky analogies.

It’s sad that so many businesses choose to lead with that line of thinking. But it is understandable. Times ARE tough, and it’s natural to be afraid. But when it comes to small-business management, pessimism seldom plays well.

This viral turn of events that we’re all experiencing doesn’t spell doom for most businesses. Despite the pandemic, most owners, managers and entrepreneurs are finding ways to adapt and survive. We look for silver linings, no matter how small, and we shift our thinking in ways that help us cope.

small-business management BN BrandingIn American culture that means moving forward. Making progress. Anything but a stand-still!

There’s a very interesting quote from George Bernard Shaw that’s relevant to small-business management these days:

“The reasonable man adapts himself to the world; the unreasonable one persists in trying to adapt the world to himself. Therefore, all progress depends on the unreasonable man.”

On the surface, this makes no sense. You can’t change the world to fit your whim. Right?

Wrong. We can change our own, little worlds.

Entrepreneurs do it all that time. They start businesses that are built on that very goal, and that higher level of purpose is what propels them past big bumps in the road — like this pandemic.

Purpose paves the way to progress.

The reasonable person would say, “I don’t have any control over this COVID thing, so I’m just going to play the cards I’m dealt, hunker down, and hope for the best.”

Small-business management - BNBranding's Brand Insight Blog

The unreasonable person says, “What can I make of this horrible situation? How can I change the world in some little way that aligns with the core of my being and produces some financial return? ”

A lot of smart, reasonable, people are wasting their time analyzing the COVID statistics, dwelling on the scope of the problem and worrying about the lack of any clear path out of this mess.

They’re reasonable, but stuck.

Progress depends on unreasonable people… The visionaries who flip the script. The dreamers who choose not to accept fear, constraints, and outside circumstances at an excuse for inaction.

Action is the antidote to despair.

Being UNreasonable in this situation doesn’t mean you dispense with common sense and good decision making. It means you get outta your head, and into action. It means embracing the uncertainty, and pushing forward anyway.

This is definitely not “business as usual” for anyone. It’s unusual, uncomfortable, and unpleasant, but it doesn’t have to be your undoing.

Let’s play a little word game: Think about all the negative, UN words you can apply here, and start editing them out of your vocabulary — and out of your business operations.

Unhappy. Make it your personal quest to make sure your people are happy, even if you have to cut their hours back. That means making sure they’re learning, growing and progressing. It’s not just about the money.

Unfocused. Use this opportunity to re-focus your marketing efforts around a sound business strategy. Streamline your offerings. Narrow your niche. Pivot if you have to.

Unclear. Clarity should be lesson #1 in small business management:  Clarity should be a priority in your marketing communications, in your presentations, and in your personal correspondence. It’s one of the simplest little changes that you can make, and it pays off handsomely. Just take time to be more mindful about how you communicate.

new approach to website designUnassuming.  I’m always amazed by how many successful entrepreneurs are terrible self-promoters. They’re so humble, and focused on doing their specialized work, they don’t see their true value in the marketplace. So they fly under the radar and continually underachieve.

Unaware. In small-business management, awareness is the first step toward progress. A business interruption can be a great opportunity to actually stop and look at the big picture. Reevaluate your efforts. Be more aware of what’s going on, inside and outside of your immediate little world. Do some strategic listening and you just might see a clear answer to your problem.

Uninspired.  Inspiration may be hard to come by right now. If that’s the case, keep reading the Brand Insight Blog. Hire us to infuse some new thinking into your operation. Or better yet, schedule a retreat to Bend, Oregon for a nice, safe change of scenery and a huge dose of branding inspiration.

No one is unaffected by the pandemic, but you can choose to be undeterred by it.

You can be unflappable. You can be undeniably determined to succeed, regardless of what’s going on.

So start being unreasonable for a change. You might be surprised how much progress you can make.

 

a new approach to website design BNBranding

 

 

 

 

 

borrowed interest advertising

Borrowed interest and other 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 every sort of promotional bribery they can think of.  Their marketing messages are all over the place, and they don’t ever seem to focus on the one thing what 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 that you can 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.

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.

It can be done, 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. Otherwise you’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%.”s

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 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. 

a new approach to website design BNBranding

 

 

Storytelling in business — a good story equals strong leadership.

brand credibility from branding expertsLet me tell you a story about storytelling in business — the most important, most under-appreciated, leadership skill.

All business revolves around persuasion. You have to persuade prospects to buy, investors to invest, employees to perform and suppliers to deliver. There’s no getting around it… if you’re going to succeed, you’ve got to persuade.

You really only have two choices of how to do that:  You can devise a rational argument using conventional facts, data, logic and powerpoint slides. In some cases that might work. Eventually. But it’s going to take a long, hard bludgeoning.

Or… you can gently pull people in by tapping the imagination and harnessing the proven, natural power of storytelling.

If you study the greatest business leaders of the last 50 years, they all had a knack for telling stories. Even the introverts.

Successful salesmen have always known that a good story will do most of the work for them. As the old saying goes, “facts tell, but stories sell.”

storytelling in businessHarvey Mackay was an old-school envelope salesman who used stories to build a 100 million dollar business and published several best-selling management books. McKay never wrote a word about storytelling in business, and yet every chapter in every one of his books starts with a an anecdote of some kind…

“When I was a kid, my favorite ball player was Eddie Stanky, who couldn’t hit, couldn’t run, couldn’t throw, but he knew how to beat you…”

Mackay’s chapter titles had  stories built-in: “Ask an old grizzly.” “The wisdom of Dirty Harry.” “Calling Mr. Otis.” “Send in the clones.”

Plus, he featured real characters like Melvin the Haggler to demonstrate his points much more vividly than most business writers ever could.

Even his titles conjured up stories; “Swim with the sharks without being eaten alive.”

That’s why Mackay’s books sold more than 10 million copies. That’s why he has earned millions on the corporate speaking tour. He has a flair for the dramatic and a natural, friendly way of connecting with people through his home-spun stories.

There are no secrets to great storytelling  It’s in our DNA. It’s as natural as walking or hopping on a bike after 25 years of not riding.

Honestly. Anyone can do it. But in my experience, most business people do not.

They recite facts. They present cases. They try to impress with a lot of industry jargon. They literally talk till they’re blue in the face trying to convince, sell and cajole, when all they really need to do is tell a good story.

Storytelling is the only tried-and-true formula for holding people’s attention. Politicians know that. Comedians know that. Journalists know that. Even scientists and engineers know that stories are the key to getting their work widely accepted.

And now, neuroscientists have seen the fMRI data that proves that storytelling triggers the brain in uniquely positive ways. (Oxitocin synthesis)

Paul Zak, writing for Harvard Business Review sums it up:

“Our findings on the neurobiology of storytelling are relevant to business settings. They show that character driven stories with emotional content result in a better understanding of the key points a speaker wishes to make and enable better recall of the key points weeks later… When you want to motivate, persuade, or be remembered start with a story of human struggle and eventual triumph. It twill capture people’s hearts, by first attracting their brains. ”

There are many models you can borrow from for your own brand storytelling.

storytelling in business a model from pixarPixar has a very simple framework that guides every movie they produce. Christopher Vogler, in his book “The Writer’s Journey,” lays out a useful formula, as does Donald Miller in “Building a Brand Story.”

Here are the five simple steps that we use at BN Branding when we’re devising brand narratives:

  1. Once upon a time there was a ___________. Introduce the main character. Worts and all.
  2. She lived in a world where ______________.  Set the scene. Paint a picture of what life is like in the hero’s ordinary world. Convey the problem/pain point. Show what’s at stake. This is the “before” part of a before-and-after scenario.
  3. Then, one day, she discovers a possible solution to her problem. This is where your brand comes in. The hero is called to action because she’s been given a clear path to her goal. Your brand becomes the guide/mentor/tool that leads the way.
  4. With this new elixir in hand, she sets out on her journey. But it’s not easy. There are tests, allies and enemies along the way as she gets closer and closer.
  5. Finally, she prevails. She endures the supreme ordeal and comes back a changed person. This is “after” part of the before-and-after scenario, where you paint a very clear picture of how life changes for the better.
Just about every major motion picture and best selling novel fits roughly into this model. And the best selling brands take cues from that.
When it’s storytelling in business, there are a few nuances to remember…

• All good stories include passion, conflict and resolution. Start with passion.

The ability to put your passion into words in a “why” statement is the first step in any brand storytelling effort. Simon Sinek’s massively popular book “Always start with Why” is a must-read on that subject.

“Every business person can explain what they do, but very few can clearly articulate why, ” Sinek says. That’s what stories are for.

Why are you in business, other than purely selfish capitalist reasons? What are you passionate about? Demonstrate that passion so like-minded people can jump on board and put themselves in the story.

That’s the passion part of the equation. Passion is what drives characters in stories. For whatever reason, they care! If you can’t convey your passion for the business you’re in, you’ll never win big.

• For storytelling in business, keep your customer in the center of the story.

Sorry to break it to you, but it’s not all about you! Your customer’s the hero, not your brand. It’s her journey, not yours, that’ll produce the most compelling story.

That means you have to really know your customers. Do the research so you thoroughly understand the conflict that’s driving your prospects toward purchasing your product or service. If you want your story to resonate, you have to get inside their heads and truly feel their pain.

storytelling in business needs villains

• Embrace conflict. Without conflict, there is no story. 

Numbers in a slide deck can represent conflict, but people don’t empathize with numbers.

If you want your story to resonate you have to capture the real, human conflict that is inherent in any business category. Come down from the 30,000 foot view and depict the problem in very personal terms. Find the pain points that produce the most drama, and then build your stories around those.

• For storytelling in business, you need a villain. 

Stories revolve around opposing forces butting heads… The Starks and the Lannisters. The McCoys and the Hatfields. The Force vs. the Dark Side. Apple vs Microsoft. The ordinary underdog vs. The Man.  (Sticking it to The Man is a common theme in business pitches, but it’s almost always watered down with corporate terms like “a paradigm shift”  or “changing the Status Quo”  or “disruptive technology.” )

You have to define your villain and show what’s at stake, in plain english. You can’t be afraid of the dark side of your story or your industry, or even your product. Those imperfections are what make stories interesting, and characters worth rooting for. If you try to paint a completely rosy picture all the time, your stories will never engage anyone, and never ring true.

Branding firm BNBranding

• Tell truth stories.

Authenticity is a popular buzzword these days. Everyone wants authentic stories and an authentic brand, but what does that mean?

I believe authenticity begins by being truthful about your purpose. If you’re not clear on  your ‘why’ you have no chance of being authentic.

Matthews & Wacker, in their book “What’s Your Story” talk about the difference between what’s true, and the bigger truth that a good story conveys. “What’s true is generally expressed as data points, but the truth always comes in the form of a story.”

“Traditional business communications have always been viewed as the simple, direct and timely transmission of true statements. But to be an effective corporate storyteller you must understand that  your job is to build the truth — of your company, of your brands, of your history, and of your values.” (Try this post for more on truth, lies and advertising.)

Tony Hsieh, CEO of Zappos, tells of learning an important lesson back in high school; “Sometimes the truth alone isn’t enough. The presentation of the truth is just as important” So when Hsieh speaks at SXSW or at a Ted Conference he always follows a simple formula: Be passionate. Tell personal stories. Be Real.

It’s been said that a brand is a promise. And there’s a popular book on writing titled “A Story Is A Promise.” The parallels are undeniable. 

A good storyteller must know his audience. An entrepreneur must know his, as well.

A good storyteller keeps people’s attention. Good managers do too.

Great leaders inspire people, just as great stories do.

Tell a good story and you can build a successful business. Tell a great story and you can start a movement that attracts a tribe and builds a brand. And if you combine a great story with an iconic leader you can change the world.

a new approach to website design BNBranding

 

 

 

 

 

The ancient, proven path to marketing success – Credible, Emotional, Rational

BNBranding Bend, Oregon advertising agencyHumans love instant gratification. In fact, our brains are wired for it. But the path to marketing success is not instantaneous. It starts in the gut, meanders around till it hits your heart, and finishes in the head — if you play your cards right.

Say hello to the holy trinity of marketing success: Credible, Emotional, Rational. Gut, Heart, Head, in that order.

This isn’t a new idea. In fact, it’s a proven process of persuasion that dates back thousands of years, to the ancient greeks.

the ancient proven path to marketing success - Aristotle

Aristotle, the great Greek philosopher.

Aristotle was onto something. His famous modes of rhetorical persuasion — Ethos, Pathos and Logos — were strikingly similar to Gut, Heart, Head. Effective arguments, Aristotle said, include all three.

The path to marketing success begins with Ethos — the credibility piece.

Aristotle recognized the importance of credibility, and said persuasive power often comes from the character of the presenter.

The idea goes like this… If the audience has a good gut reaction to the presenter, they are much more likely to believe the presentation or buy the product.

It comes down to trust.

Back in the Mad Men days of advertising Ethos was used to sell everything from toothpaste to pick up trucks… put an actor in a white coat and you’ve got yourself a credible expert. “Nine out of ten dentists recommend…”

These days people are more skeptical, and it takes more effort to earn trust in the marketplace.

That’s what being a “thought leader” is about. That’s why white papers and case studies make for good “content.”  That’s why authenticity is such a hot topic in marketing circles.

That’s also why so many companies pay millions for celebrity endorsements. When they don’t have an honest differentiator, they often borrow credibility from A-list Hollywood stars. They even pay for big-name voice-overs.

Ethos in advertising bend advertising agencyWhen Donald Sutherland does a voice-over for orange juice, even the farmers feel the love. That’s ethos plus pathos. Gut and heart equals booming orange juice sales.

Pathos represents the emotional heart of your sales pitch.

The english words “sympathy” and “empathy” come from Greek root, “Pathos”.  This is where passion and creativity comes into play, and it’s where most business people fail miserably.

Managers, particularly those inclined toward the finance side of things, think vertically. They work in a straight, logical line from one thing the next. Top to bottom. It’s hard for them to leap out of that left-brain world and into the realm of emotion and empathy.

Creative folks, on the other hand, think horizontally, diagonally and vertically. Sometimes all at the same time.  We bounce from one seemingly unrelated thought to another and connect the dots in brilliant new ways.

That’s why creativity is so valued in the advertising world.

All the latest brain research proves that emotion drives behavior. Not logic. Logic rationalized behavior. So smart brand managers know the path to marketing success is hiring advertising pros who can communicate the emotional heart of their brand messages.

It’s not just a digital media buying exercise. It’s strategic message development. It’s not just reaching an audience, it’s making an honest, emotional connection with real people. It’s not shoving stuff on unsuspecting consumers, it’s making a genuine connection with people.

Logos is the left-brain rationalizer.

Sometimes you need more than just a credible presenter and a heart-felt pitch. That’s why there’s Logos. Pure Logic. Stats and data. The left-brainier, cognitive leg of the stool.

Unfortunately, many companies rely solely on this. They present all sorts of supporting facts about the features of their products and forget all about the main emotional benefit.

This is especially true in business-to-business marketing and in technology marketing. Most CEOs are simply unequipped to make the leap from the rational, factual side to the emotional side of the equation.

path to marketing successBut just because someone’s making a buying decision at work doesn’t mean she’s suddenly turned into Mr. Spock. She still has feelings.

In their extensive research, Antonio Dumasio and Joseph LeDoux of USC have verified the theory that the head is primarily used to justify decisions that have already been made in the gut and the heart.

We aren’t rational, but we are rationalizers.

Their studies show that emotions don’t decide for us, but they weigh in early and heavily into the decision making process. Plus, emotions are inextricably interconnected with rationality, so no decision is purely logical.

“We’re not thinking machines, we are feeling machines that think.”

That’s why it’s very difficult to sway a consumer to change from one tried and true brand to something completely new. A long list of rational bullet points cannot compete with gut feelings.

Douglas Van Praet, in “Unconscious Branding” sums it up for marketers: “The emotional part of the brain serves as the primary driver of our behavior, while our rational mind acts as a backseat observer that, more often than not, goes along for the ride.”

So the path to marketing success is a matter of balancing Aristotle’s three elements.

Ethos — credibility to elicit that positive gut feeling about you and your product. Without it, no one will be open to receive your message.

Pathos — emotional content to connect in the heart and create brands that are truly loved.

Logos — facts and data to help people rationalize their decisions in their own heads.

If you want a more balanced marketing effort, give us a call.

541-815-0075

a new approach to website design BNBranding

 

 

 

Golf industry branding.

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.

 

 

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.

a new approach to website design BNBranding

 

 

 

 

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

 

BNBranding small business DIY branding

The DIY mentality and small business marketing (2 clearly different paths)

BNBranding logoSmall-business owners are naturally self-reliant. We’re all in business for ourselves because we have that classic, American mentality that says we should get our hands dirty and pull ourselves up by the bootstraps.

Damn the torpedoes!

According to the SBA there are 27.9 million small businesses registered in America and  22.5 million of those are “non-employer” companies.  That’s a lot of one-person firms.

Not only that, the vast majority of those small businesses are started by technicians… Skilled specialists such as lawyers, auto mechanics, programmers, artists, plumbers or writers.

BNBranding small business DIY branding

They’re experts in a trade, not in business. They might not have one speck of experience in small business marketing, management, finance, or any other business discipline.

They just know how to do the work.

These tenacious, small-business do-it-yourselfers often make the fatal assumption that because they’re good at the technical work of a business, they understand the business itself.

That’s just not true. A plumber knows how to run pipe, fix leaks and do the work. He doesn’t necessarily know how to run a plumbing business.

That’s the crux of The E Myth, by Michael Gerber. If you have a business, or are planning to go into business of any kind, you need to read that book.

the E Myth on the Brand Insight Blog top 100 branding blog

There’s a big difference between a DIY business owner and an entrepreneur.  The DIY business owner creates a job for herself. The business is entirely dependent on her own skills.

The entrepreneur creates an enterprise that’ll provide jobs for many. It’s built with an eye toward growth and a future acquisition by a corporation. It’s bigger than any one person.

As Gerber puts it, the DIY owner goes to work IN the business, the entrepreneur works ON the business.

The DIY owner does all the small business marketing herself. The entrepreneur hires smart people who implement a systematic approach to marketing.

Marketing strategy first, then tactics. 

The DIY owner is constantly scrambling to make widgets and get them out the door. The entrepreneur creates business systems that automatically deliver the widgets.

Architects are almost always DIY owners. Just because you can design great buildings doesn’t mean you can run a great architecture firm.

Talent, by itself, isn’t a guarantee of success.

Yet here’s what often happens: Two or three key people in an established architectural firm leave with a few clients, just knowing they can do it better on their own. But then they start a company that’s cut from the exact same cloth as the last place they worked. They use the same accounting software, the same small business marketing strategy, the same fee structure, and even the same value proposition.

The only thing that’s changed is the location and the letterhead.

The two founders dive right into the work of architects, and they neglect the work of an entrepreneur or manager.

So why are they surprised when they run into the same challenges and problems that their former employers experienced?

Those two DIY owner architects have to do a lot more than just architecture. They also have to wear the marketer’s hat, the manager’s hat, the HR hat and the entrepreneur’s hat.

It’s a tall order.

Nobody’s good at everything. Plus, it’s human nature to gravitate toward what you’re good at, and neglect the other stuff. So in most small businesses there are many tasks that get shoved to the side.

If you’re starting a business, or if your current business is stagnant, do an honest assessment… are you a DIY owner, or a true entrepreneur?

small business marketing by BNBranding

There’s nothing wrong with creating a job for yourself and just being a busy, DIY business owner. You probably won’t ever become a multi-millionaire, but you can make a good living doing the work you love. And you’ll enjoy the freedom that many people covet.

Cheers to that!

If you decide to be a DIY owner, some word of mouth advertising and a little bit of social media might be the only marketing tactics you need.

But if you want to grow your business and be a successful entrepreneur, you’ll need much more than that. You’ll need a systematic approach to marketing, and to your entire business.

If you want to be an entrepreneur you may have to stop doing the work you really love. Either that, or you’ll need to find a true entrepreneur to partner with… an experienced business person whose skill set will balance nicely with your skills as a specialist.

Here’s an example of a specialist who approached his business as an entrepreneur from day one.

In 1985 Scott Campbell graduated from OSU Veterinary School and bought a small-animal veterinary clinic called Banfield Pet Hospital in Portland, Oregon. But instead of spending all his time treating fleas and ticks, he immediately started working on the business model.

Campell’s brand was built with one clear purpose in mind: To provide a better level of care for pets and a better model for the veterinary care industry. He did everything that Michael Gerber recommends in The E Myth…

He devised a long-term strategy. He built new business systesmall business marketing in the veterinary industryms and installed computers. He hired BNResearch to do market research and carefully track customer satisfaction. He basically reinvented the way vets do business.

Scott Campbell didn’t work in his business, he worked on it.

In true entrepreneurial fashion, Campbell took the lone, Banfield Pet Hospital and built it into Medical Management Inc, (MMI). When the company was acquired by Mars, Inc. in 2008 there were over 500 Banfield Pet Hospital locations worldwide, each doing approximately $2.5 million a year.

That might make Scott Campbell the world’s first billionaire veterinarian.

He wasn’t just passionate about pet care. Every vet is passionate about that. He was obsessive about building a business that would provide better health care for pets around the world.

Every DIY business owner is passionate about her line of work. Otherwise, she wouldn’t have gone into that business in the first place. But very few are obsessive about the business of their work.

Most artists are intensely passionate about their painting, or their photos, or their poetry or whatever. But they’re not obsessive about the business part of it. On the contrary… Many absolutely hate it.

But here’s what you need to realize if you’re going to be a successful, DIY owner: You don’t have to do everything well in order to succeed, you just have to do a little more than the next guy.

Yeah. The bar is surprisingly low when it comes to small business marketing and management.

Most of your competitors will also be DIY owners who are NOT following Gerber’s advice. So if you just work ON your business a little bit, you’ll have a competitive advantage over those who only work IN their businesses.

A good place to start is with your marketing.

These days, marketing is a ridiculously confusing jumble of options.  Very few small business owners can navigate all that, and still keep up with all their other duties.

So put on your entrepreneur hat, for just a minute. What would she do differently?

She’d hire an experienced marketing person to manage all the moving pieces and put some systems in place that would produce long-term growth. And in the process, she would make life way easier for herself.

That’s the secret to success for DIY owners… find at least one key task that you hate to do, and outsource it to experienced pros. That way, you’ll have more time to work in the business, doing what your love.

If you decide to make the leap in the entrepreneurship, well, either way you’re going to need some help with your marketing. If you want to take your business to the next level give me a call at BNBranding. 541-815-0075.

Looking for more insight on small business 

Keen branding

branding and marketing? Try this post.

 

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.

2 BNBranding how to choose the right message for your ads

Website Design & Development – How to make websites work on many levels.

BNBranding logoIt’s been very interesting to witness the progression of website design and development over the last 25 years. A lot of trends come and go, technology improves, entirely new platforms have been developed and the graphic style continues to evolve.

These days it’s much easier to do it yourself, and that DIY trend seems to be producing a lot of cookie-cutter, template-driven websites that are wearily one dimensional.

The fact is, your site needs to be multi-dimensional and continually evolving. Websites should never really be “done.”  In this age of mobile computing it needs to function as an on-line calling card, a customer service tool, a lead generation tool, an educational tool and, for many companies, a storefront.

So let’s look at a few of the most critical levels of website performance…

The good, old-fashioned, phonebook level.

In case you hadn’t noticed, the phone book has faded faster than you can say “Blackberry.” Now that we all have a computer in our hands at all times, Google IS the phonebook.

So on the most basic level, your website design needs to function as a phonebook listing. There’s nothing fancy about that. Phonebooks provided only the basics; who you are, what you do, when you’re open, where you’re located, and of course, the phone number.

The same can be said for your local, “Google My Business”  listing. It’s very important to cover the basics on there, in addition to your website. I can’t stress that enough for those of you who run retail businesses… More and more, people just do a quick, local Google search and skip the click-through altogether.

But that’s just the first 5 seconds of engagement. Your website design has to work much harder than that, for 50 seconds, or even five minutes.

Here’s an example:  Say you’re locked out of your car on a cold night and you’re searching for a locksmith. You’ll probably call the first company that pops up on Google that offers emergency service.

Comparison shopping doesn’t come into play.

website design on the brand insight blog

 

But here’s a completely different buying scenario:  Six months later you need new locks on the doors of your office. There’s valuable stuff in there,  so you find yourself searching, once again, for a locksmith. But this time you have a dramatically different set of needs and expectations.

Same search terms. Same exact unique visitor. Different context. Different search criteria. Different emotion. Different behavior.

So in that case, the locksmith’s website needs to work on another level. What served the purpose in an emergency doesn’t work for a more thoughtful purchase. It requires a little different website design.

The first impression level.

The most basic rule of marketing is to make a good impression. Quickly! If you don’t, your prospects will never make it to conversion. Doesn’t matter if it’s a business card, a Powerpoint presentation, any other tactical marketing tool… the first step to success is making a good impression.

So how do you do that on a website?

Famous Chicago MadMan, Leo Burnett, once said, “Make is simple. Make it memorable. Make it inviting to look at. Make it fun to read.” There you go. That old-school thinking still applies.

Unfortunately, that’s a tall order for web developers who are accustomed to writing code, not copy. And it’s impossible for business owners who are muddling through a do-it-yourself website… “Choose a color. Insert logo here. Put content there. Proceed to check out!”

The fact is, most small-business websites fail miserably on this basic, 30-second marketing level… They’re not memorable. They’re not fun to read. And there’s no differentiating features… they look just like a million other websites built on the exact same design template.

That’s why the bounce rate from home pages is so ridiculously high.  They don’t make a good first impression. In fact, most make no impression at all.

BNBranding how to choose the right message for your ads

The conceptual, branding level.

Pliny The Elder once said, “Human nature craves novelty.”

More recently, marketing guru Seth Godin said, “In a crowded marketplace, fitting in is failing. Not standing out is the same as being invisible.” The whole premise of his book, Purple Cow, is “if you’re not Distinct, you’ll be Extinct.”

Being distinct is what branding is all about.

Unfortunately, most business owners have no idea what “distinctive” looks like in a website. And web programmers have a hard time disrupting the conventions of their tech-driven business, so you can’t rely on them for design innovation.

The conceptual level of your website revolves around your core brand concept — that one, engaging idea that goes beyond your product and price, and touches on a deeper meaning for your business.

bmw_uou

Brilliant, one-word ad that says it all for BMW.

For example, BMW’s core brand concept is stated very clearly: “The Ultimate Driving Machine.” It’s about engineering, handling and speed. It’s not a brand for soccer moms. The first glance at their website makes that clear.

When communicated consistently, a core brand concept will provide three things: Differentiation. Relevance. And credibility. Every great brand maintains those three things over time.

Often it’s not an overt statement, it’s a collection of symbolic cues and signals that come together to provide the ultimate take-away for the web user.

It’s the use of iconic, eye-catching images rather than stock photography.  It’s a headline that stops people in their tracks and questions your competitors. It’s navigation design that’s both intuitive to use, AND distinctly different. It’s clear, compelling messages each step of the way. And most importantly, it’s craftsmanship!

When your site is well crafted your conversion rates will dramatically increase. Guaranteed. So rather than just jumping into a quick, do-it-yourself site, stop and think about your brand. Do you even know what your brand stands for?  What your promise is? Can you communicate your idea in one sentence? Do you really know your market, your customers, your value proposition?

Those are the fundamentals. That’s the homework you need to do before you even start thinking about HTML programming. Because no amount of technological wizardry can compensate for the lack of a clear, single-minded brand idea.

The research or “how-to” level.

BNBranding - too many marketing opportunitiesThe deepest level of engagement in website design is content that educates. People are hungry for information and quick to examine the details of even the smallest purchases, so give them the meat they need to make an informed decision. Don’t make them go to your competitor’s website for honest insight on the purchase decision they face.

On business-to-business websites this often takes the form of webinars, videos, white papers, videos, articles, blogs and tutorials. On retail sites it’s third party reviews, product comparisons, user-generated content and the story behind the story of your products or organization.  This is where you site can get very deep and very relevant for serious prospects.

Don’t overlook this deeper level of informative web design. Don’t assume that everyone’s just going to buy right from the product page that they first land on. Many will snoop around and learn more before they click on the “buy” button.

The conversion level.

Of course, the ultimate goal of most websites sites these days is to sell stuff. Which means the definition of a “conversion” isn’t just gathering an email address, it’s sidestepping the middleman and moving product.

So the site isn’t just a marketing tool, it’s an integral part of your entire operation. Therefore, it needs to be integrated with your inventory management system, your POS system and your accounting software. It needs to be a living, breathing operational feature of your selling strategy.

Not only do you have to persuade, motivate and move people to action, you also have to provide a user-friendly shopping experience so people don’t jump over to Amazon and buy your product from some crummy, third-party reseller. So you need website design that’s both “On Brand” and easy to use.

If you want to improve the performance of your website, and transform your ordinary business into a powerful brand, give me a call. 541-815-0075.

More on the importance of branding or on Website design and development

marketing strategy BNBranding

1 2 3 4