Tag Archives for " successful brands "

2 Branding firm BNBranding

Restaurant Branding — Recipes for failure and success

BNBranding logoAt what point does a trendy new restaurant become an iconic brand? And when do all the branding efforts under the sun produce nothing but another shuttered dining establishment?

The restaurant business is littered with cases of meteoric success and dramatic failure. It’s an inherently volatile business. This is the story of several competing restaurants in a small but rapidly-growing market. It’s a story of restaurant branding success — and failure  — that any business owner can learn from.

Prior to 2000, the culinary scene in Bend wasn’t much to write home about. Some would say, non existent. So when Merenda opened in 2002 it generated tons of buzz.

Restaurant Branding BNBrandingAs the Bend Bulletin reported, “Chef Jody Denton pioneered a renaissance in fine dining in Central Oregon.”

But the Merenda brand wasn’t about fine dining. It was about partying. It was a loud place in downtown Bend where large groups would gather and drink generously from an outstanding wine list and a good assortment of adult beverages. Not great for a quiet dinner date.

The vibe was more urban — the energy level more electric — than anything previously found in Bend. Many nights you couldn’t hear yourself think, and the bar scene at Merenda became a notorious pick-up joint for older divorcees.

 

 

 

Meanwhile, across town in a nondescript location next to a car dealership, a restaurant called Zydeco quietly began to build a loyal following. The contrast was dramatic.

The first, most fundamental element of any restaurant branding effort is the name.

So let’s compare… What a great name:”Zydeco.”

It’s fantastically memorable with positive associations of fun in New Orleans. It’s authentic. Zydeco serves delicious cajun cuisine, which, years later, is still unique for this town. It’s also an aspirational name that the restaurant has grown into over the last 15 years.

waste in advertising - BNBranding's Brand Insight BlogOn the other hand, “Merenda” just didn’t work as well.

It sounds nice and has an elegant, upscale ring to it, but it’s so much softer than the product and the experience. The name didn’t fit the vibe and the location.

Plus, if you want to get nit-picky, “Merenda” translates to “snack” in Italian. But it was not an Italian restaurant. It wasn’t a snacky kinda place.

Trendiness seldom translates into a lasting brand.  

Many of Merenda’s customers were only there because it was THE place to see and be seen. It was a superficial relationship, not a genuine bond. Success by association. When new restaurants like Zydeco opened, the crowds thinned out at Merenda.

At Zydeco, it was more than that… It was the service, the friendly, family-owned vibe, and the overall, everyday quality that set it apart. It was upscale, but accessible. Popular but not trendy. It wasn’t trying to be cool, but it was. And still is.

Trendiness is a common problem in restaurant branding, fashion and high tech. The next big thing or hot spot is always right around the corner. So successful brand managers have to find ways to stay relevant with their past customers, or become relevant to a whole new group.

BNBranding use long copy to be authenticRelevance, differentiation and credibility. Those are the three key ingredients of restaurant branding success.

After five years Chef Denton got distracted. Just when Merenda needed a little extra attention he opened another restaurant less than a block away. And his place called Deep never got above water.

Brands need constant attention.

This seems like a no-brainer, but many people dream of having a business that runs on autopilot and generates an endless flow of effortless revenue. That doesn’t work in any industry, much less the restaurant business.

You have to mind the store.

In 2005 Cornell University published a seminal study on why restaurants fail. One of the surprising contributors was simply a lack of attention, time and effort by the owners.

“Failure seemed to stem from an inability or unwillingness to give the business sufficient attention… The immense time commitment was mentioned by all of the survey respondents who had failed.”

restaurant brandingAt Deep, Denton was determined to create something completely different. As he told The Bend Bulletin: “That’s been kind of my business model: finding what Bend doesn’t have and filling that void. I’ve always enjoyed the environment of a sushi bar. It’s always been something appealing, both from the restaurant’s and the chef’s standpoint.”

What he failed to consider was how much attention his other brand required. He was spread too thin and his upscale sushi place was ahead of its time.

Differentiation doesn’t guarantee success in restaurant branding.

Being different from the competition is certainly important, but it’s not everything. Tiny morsels of Kobe beef served on a hot rock for eight dollars a bite… That’s different! “Angry Lobster,” Monkfish paté, grilled yuzu and marinated, chopped maguro tataki were all impressively different, but not appealing enough to inspire repeat business by a large group of people in a relatively small market.

Bottom line: Deep was a high-end sushi place in a meat and potato town.

All successful brands have a clear, well-defined concept that goes beyond the product.

As I have said in previous posts, if you want to build an iconic brand, first own an idea. The Cornell study proved that clarity of concept is essential to restaurant success.

“Perhaps the key finding was the focus on a clear concept that drives all activities… Successful restaurant owners all had a well-defined concept which encompassed an operating philosophy and business operation issues. Failed owners, when asked about their concept, discussed only their food product.”

In other words, successful restaurants have core brand concepts that go beyond just the food.

Denton certainly had vision beyond food for both his restaurants. But the concepts behind Merenda and Deep were based more on Denton’s past experience and personal preference than on the realities of the local market.

There’s an old saying… “If you want to live with the classes, sell to the masses.”

In Denton’s case, his restaurants served the classes. His high-end brands only resonated with a small segment of the population, and he didn’t reinvent Merenda when he needed to.

In the end, Denton’s concept for Merenda was not clear enough to sustain the business over the long haul. (Being first in the market isn’t a sustainable brand strategy for a single restaurant.) And the concept for Deep never had a chance. So both restaurants were shuttered and his investors came away empty handed.

Eventually, Merenda reopened under a new name with a new owner. “800 Wall” never created the buzz of the original, and it’s now cruising along, probably doing fine in the summer, but not exactly inspiring loyalty or write-ups in Gourmet Magazine.

Zydeco, on the other hand, has grown and evolved. When they moved into a larger, fancier location downtown they bought a loyal following with them. It’s now more popular than ever, despite the fact that new restaurants keep popping up around town.

For more on brand strategy, try this post.

If you want help with your restaurant branding, call me.

BNBranding's Brand Insight Blog

3 Small brands, big attitudes. How to create an XXL brand personality

BNBranding logoWhy do some businesses with relatively mundane products and services take off, while others stagnate? Often it comes down to brand personality. Or lack thereof.

Ben & Jerry's brand personality on the Brand Insight BlogWhen Ben Cohen & Jerry Greenfield started selling homemade ice cream out of a renovated gas station in Burlington, Vermont, it was personality and a little extra attitude that helped get the business off the ground.

Jerry said, “If it’s not fun, why do it?” Ben said “Every company has a responsibility to give back to the community.”  Those two simple ideas became the driving philosophy of the Ben & Jerry’s brand.

Over the years they’ve had a lot of fun with their crazy flavors: First it was Cherry Garcia, named for Jerry Garcia of the Grateful Dead.Currently, it’s Karmel Sutra. Imagine Whirled Peace. What A Cluster.  Magic Brownie.  Jimmy Fallon’s Late Night Snack. And Alec Baldwin’s Schweddy Balls, named after a Saturday Night Live character.

There’s authentic brand personality in every lick.

 

 

Needless to say, some people (including a few franchisees) were offended by the idea of Schweddy Balls on a waffle cone. But the company’s not shy. In fact, you could say that bravery is part of the brand personality.

Bend Oregon branding firm blog post on Ben & Jerry's

Controversial flavor of the month at Ben & Jerry’s

Ben & Jerry have never been afraid of a little controversy. In fact, they embrace it as a core brand value.

They decided from the get-go that the company needed to stand for something beyond just making money. So they built their passion for social and environmental issues into the business model. That, by itself, differentiates their brand from the competition — and from 90% of the corporations out there.

You don’t see Baskin Robbins doing Free Cone Day for local charities. Or buying environmentally friendly freezers. Or supporting Fair Trade. Or railing against military spending. Or even occupying wall street. You won’t find Haagen Daz supporting a local school fundraiser.

In their book, “Double Dip,” Ben said “Modern marketing is a process whereby faceless, nameless, valueless corporations hire marketers to determine what the consumer would like their brand to be, and then fabricate an image that corresponds. But they still only get a sliver of the market, because their made-up story isn’t any more appealing than the next. With values-led marketing you just go out there and say who you are. You don’t have to fool people to sell them your product.”

That’s what you call an authentic brand personality.

Most business owners seem to think they should keep their personal views and beliefs out of business. But for Ben & Jerry, their personalities and personal moral code created a corporate culture that’s become a model for value-driven businesses everywhere.

Like on the opposite side of the country, at McMenamin’s in Portland, Oregon. If you’ve spent any time at all in Oregon you’ll know the name McMenamin’s… Brewpubs. Historic, landmark hotels. Great microbrews. Movie Theaters. Restaurants. Music venues. Hidden, hole-in-the-wall bars. And did I mention the beer?

brand personality of McMenamins

McMenamin’s is a unique, regional brand that was started back in 1974 by two Portland brothers, Mike and Brian McMenamin. Like Ben & Jerry, they aren’t corporate marketing types or Silicone Valley entrepreneurs. They’re just normal, laid-back Oregon dudes with a shared vision and a taste for good beer.

brand personality from bend oregon advertising agency blog postFirst they had a small café in a run-down industrial area of Portland. Then, in 1985, they created the first post-prohibition brew pub in Oregon and ignited what is now a 22 billion dollar industry. Today they have more than 60 locations throughout the Pacific Northwest, many of which are undeniable destinations, in and of themselves.

One thing the McMenamin brothers have in common with Ben and Jerry is a quirky, earthy, anti-corporate attitude. In fact, there’s a conscious anti-branding ideology at McMenamin’s that, ironically, produces a distinctive brand experience.

Even though each property has its own unique identity, they all bear a striking family resemblance. Check into any of their hotels or just order a pint at any of their neighborhood taverns and you’ll know you’re at a McMenamin’s.

bend oregon advertising agency blog post on brand personalityThe vibe is distinct.  Appealing. Even irresistible.

Mike and Brian share a love of architecture, art, music, and good beer.  And they combine those elements in spectacular fashion at every location.

The brothers hate to see any cool old building go to waste.Their idea of fun is taking a dilapidated county poor farm in the unlikely town of Troutdale and transforming it into a 4 and a half star destination.

It’s not development, it’s historic reclamation.

At McMenamins, it’s not about the personality of the brothers, it’s about the personality of each property. The staff historian researches the story behind every property they purchase. Like the Kennedy School. The old Masonic Home in Forest Grove. The old Elks Temple in Tacoma, Washington. St. Francis School in Bend, Oregon. The history of the brand personality post from BNBranding, an oregon advertising agencybuilding and the neighborhood becomes part of the brand personality of every location.

The distinctive brand identity of every new property fits with the quirky look and feel of the overall brand. Not only that, when you walk into any one of their locations,  you’ll immediately notice the consistent identity and atmosphere in every little detail.

The execution is amazing. Oregon is chock-full of brew pubs these days, but none can match the appealing atmosphere of a McMenamins.

You won’t find the McMenamin brothers doing publicity stunts or speaking engagements. They just stay under the radar and focus on doing what they do well… turning abandoned properties into thriving businesses. With good beer, exceptional experiences and a very loyal following.

brand personality post on the brand insight blogEveryday they get suggestions from fans across the country about properties that would be perfect for a new McMenamin’s.  And when one of their oldest taverns burned down, customers held a vigil in the parking lot. Brian McMenamin called the response “spine-tingling.”

brand personality

The artwork gives it away… obviously, a McMenamin’s project.

That’s brand loyalty!

And it doesn’t come from big, trumped up marketing efforts. It comes from doing things passionately. Consistently. And honestly.

As Ben & Jerry have said, “Only the quality of the product and the resonance a customer feels with the company can produce repeat business and brand loyalty.”

Big personalities resonate. But as the McMenamin brothers and Ben & Jerry prove, you don’t have to be Richard Branson to build a successful brand. You just have to be passionate about something. Because humans are naturally drawn to passionate people.

If you’re ever in Bend, Oregon, give me a call and I’ll treat you to a beer at the Broom Closet bar at  McMenamin’s Old St. Francis school. We’ll talk branding, business and personality.

For more on how to build a brand with personality, check out THIS post.

2

Successful branding – 3 logical reasons why brands need more emotional thinking

BNBranding logoIn the battle between right-brained marketing people, and left-brained finance people, the left brainers usually win. Our entire culture is driven by the left-brained rationalists.

They have data, spreadsheets, and the graphs to support their decisions.

We have gut instinct, intuition, experience, taste, style and emotion on our side. But we also have neurobiologists who can prove that successful branding hinges more on emotional thinking than on logic. In fact, in the three-step branding process — Gut, Heart, Head — the rational head comes in last.

“Joseph DeDoux, professor of Neuroscience at New York University says, “The amygdala can literally hijack our mind and body, causing us to respond emotionally while completely bypassing our cerebral cortex, the seat of conscious awareness.”

Dodge Viper example of successful branding at Chrysler

The Dodge Viper was not an analytical decision.

Bob Lutz, former CEO of Chrysler and Vice Chairman of GM, once said he vetoed the finance guys and made a gut decision to develop the Dodge Viper.

In a Harvard Business Review column, Lutz said “There were those at Chrysler who thought the budget could be spent more prudently, but those of us who looked at it from a right-brained, emotional perspective saw what the car could do for the company.”

The Viper wasn’t exactly a hot seller – only about 500 were sold in 2016, the last year of production. But the world’s first moderately-priced supercar certainly is a case study of successful branding. And there was nothing rational about it.

“The best companies balance the perspectives from both sides of the brain when making decisions. The problems occur when the left brainers wield too much power in senior management,” Lutz said.

 

 

So here are some good, logical reasons to embrace emotional, right brain thinking in your business. It really is the secret to successful branding in the long term.

1. There is no such thing as a completely rational decision. 

Don’t kid yourself. Even when CEOs methodically assess every detail of raw data and attempt to be completely rational there’s still an element of gut instinct at work.

Spock-like analysis is tainted by knowledge of who did the spread sheets, where the data came from, what other, similar data they’ve used in the past, and a dozen other factors.

Humans make decisions in the blink of an eye, and every one is influenced by a hundred factors, beyond the facts.

We like to think we’re rational and fair in our decision making, but we’re not. The human brain reaches conclusions before we even know it has happened.

Before any conscious thought or choice occurs, we FEEL something. Something emotional and completely irrational. It might be curiosity. Amusement. Desire. Arousal, Or, quite possibly, repulsion. But whatever it is, it’s not rational.

So before anyone has a chance to analyze any of the facts, the adaptive unconscious has already sent a gut reaction coursing through their veins. The conscious, analytical brain doesn’t have a chance. Therefore, branding success hinges on powerful, immediate, emotional connections.

In Harry Beckwith’s book You, Inc. he says, “People don’t think, they stereotype. They don’t conclude, they categorize. They don’t calculate, they assume.”  And they do it quickly.

Malcom Gladwell’s bestseller Blink is all about that.

2. Simple is better.

An analytical approach to marketing communications is inherently more complex than an emotional approach. And in the battle between complexity and simplicity, simplicity wins every time.

When the guys in the white lab coats start wagging the marketing dog, you get fact-filled ads and mind-numbing PowerPoint presentations devoid of any emotion at all. There’s no heart in it.

successful branding from BNBrandingIn the absence of emotional context, listeners/viewers/users simply check out and move on to something that does resonate subconsciously.

Say you’re pitching a new idea to your bosses, or to a group of investors. You’ve analyzed the problem from every angle. You’ve devised a brilliant solution and written a compelling argument for it, backed with tons of data. But you never get past the snap judgment.

By the time you get to slide #5 of 75, they’ve already made up their minds.

People don’t wait around for their analytical brain to kick in and say, hey, this is worth my time. That train has already left the station. The gut feeling of irrelevance has already won out, and that gut feeling is far more powerful than any most people care to admit.

So successful branding hinges on the gut.

3. Sometimes the data is just plain wrong.

The market research industry has revealed many useful facts over the years. But when it comes to predicting how new ideas or new products will be received, market research data often misses the mark.

examples of successful branding from BNBranding

Market research could not predict the success of this chair

When the Herman Miller Company first designed the Aeron chair, all the pre-launch research pointed to a dismal failure. It didn’t look comfortable. It didn’t look prestigious. People didn’t even want to sit in it.

It became the best selling chair in the history of the company and the inspiration for countless knock-offs and imitators.

The successful branding of the Aeron chair stemmed from the gut reaction to the feeling of sitting in it. Their butts and backs were talking, which led to a love affair of customers who weren’t shy about sharing their passion.

And what about the famous marketing debacle called New Coke…

“Coke’s problem was that the guys in the white lab coats took over,” Malcom Gladwell said.

First, Pepsi launched something called The Pepsi Challenge, and proved that people preferred the taste of Pepsi over the taste of Coke.  It was a brilliant move in the Cola Wars, and it provoked a bit of panic from Coke.

For the first time in history, the folks at Coke started messing around with their famous, patented formula.  They tweaked it and tested new versions until they had something that beat the flavor of old coke in every taste test.

The executives were absolutely sure they should change the formula to make it sweeter, like Pepsi.  The market research showed people would buy it. But as Gladwell says, in the most important decisions, there is no certainty.

It’s not the flavor that sells so much Coke. It’s the unconscious associations people have with it, including the advertising, the shape of the bottle, the brand’s heritage, the childhood memories associated with it… It’s THE BRAND!

New Coke marketing failure

One of the all-time biggest branding failures

The guys in the white lab coats at Coke-a-Cola didn’t take the brand into account, and they could not possibly imagine the fallout.

No one knew how much Coke-a-Cola was truly loved until it was taken off the shelves and replaced with “better tasting” New Coke.

This was 1985 — way before Twitter, Facebook and blogs — and still, the company was deluged with immediate customer rants.  “How dare you!” was the overwhelming sentiment.

Sergio Zyman, CMO at Coke-a-Cola at the time, called it “an enormous mess.” It took the company only 77 days to reverse their decision, and go back to the original, “Coke Classic.”

The fact is, if the leadership at Coke had listened to their instincts, instead of just the data, they never would have done it.

Which brings me back to Bob Lutz who said the all-powerful voice of finance is a familiar enemy to innovation.

“It’s a classic example left-brained thinking shooting its pencil-sharp arrows straight into the heart of right-brained creativity.”

That’s what kills successful branding.

Here’s more on successful branding of the Dodge Viper

For more on the emotional side of branding, try THIS post. 

BNBranding's Brand Insight Blog

4 ipod branding on the brand insight blog

Successful Branding — Zero-in on the main thing for brand loyalty.

BNBranding logoI love this saying: “The main thing is to keep the main thing the main thing.”  I think Steven Covey coined that one, and when you boil it all down, that’s the essence of successful branding: Zero-in on one thing you can honestly, passionately, expertly hang your hat on, and stick with it.

successful branding BNBrandingThen when it comes to marketing communications, come up with one idea to convey the main thing, and just pound that home in every way, shape and form you can afford.

One idea, multiple executions. Do that long enough — and handle your operations well — and you’ll achieve brand loyalty.

Unfortunately, most business owners and brand managers don’t have that kind of focus. Once they get a taste of success in one little niche, the temptation is just too much… They take their eye off the main thing, and dive into a lesser thing, hoping it will become the next big thing.

It seldom works out that way. The single biggest barrier to success, especially for young brands, is lack of focus.

Geoffrey Moore spelled it out in his seminal work, “Crossing the Chasm: “Target a specific niche as your point of attack and focus all your resources on achieving dominant position in that segment. It’s far better to be the big fish in a smaller pond, rather than flopping around in several small puddles.”

 

Al Ries and Jack Trout call it the most violated of their “22 Immutable Laws of Marketing.”  They rail against line extensions and point to IBM, Microsoft, Levis, Heinz and this classic case: Crest.

viewdental116successful branding case study on the Brand Insight BlogIt used to be very clear… Crest fights cavities. That was the micro script for the brand. The Main Thing.

Crest was the “first mover” in the cavity prevention category and it was a strategy that worked brilliantly, cementing Crest as the #1 toothpaste for more than 30 years.

Unfortunately, over time, other toothpaste brands entered the same niche.  Everyone started offering cavity prevention toothpaste, so Crest abandoned the claim and didn’t find anything to replace it. After holding almost 40% of the market through the 1970s, Crest’s position began to erode at about the same time they launched their first brand extension”Advanced Formula Crest.”

Now there are 41 different kinds of Crest toothpaste. Count ’em!  Crest Complete Multi-Benefit Extra White, Crest + Scope, Crest Lasting Mint, Crest Pro-Health Clinical Gum Protection, Crest Invigorating Clean Mint, Crest glamorous white, Crest vivid white, Crest baking soda & peroxide, Crest gel, Crest liquid gel, Crest whitening, Crest gum protection, Crest fluoride anti-cavity and sensitivity relief and even Crest Night Toothpaste.

Give me a break. The Main Thing now for Crest is just the next new gimmick. And it’s no longer the #1 brand.

Marty Neumeier in “Zag” says… people want choice, but they want it among brands, not within brands.”

More and more line extensions is not the key to successful branding. All that Crest clutter just dilutes the brand and confuses the consumer. We have no idea what Crest stands for anymore.

It’s natural for successful business owners and marketers to lose focus and start adding stuff to their portfolios of goods and services. They don’t want to miss any opportunities, and they argue that many successful companies have a wide range of products. Apple, for instance.maxresdefaultsuccessful branding examples on the brand insight blog BNBranding

successful branding example from Apple's iPod launch campaignBut every Apple product is designed around the one Main Thing: Delightful Simplicity. All the innovation, design and technological prowess of Apple comes together in those two words. That’s the heart of the Apple brand.

Remember this spectacular product launch for the iPod? The product design was disruptively simple and elegant. Even the advertising was delightfully simple.

There were plenty of other MP3 players on the market, but the white cord let everyone know you were listening to something different. And the graphic execution of the ads was brilliant. Overall, it was tremendously successful branding.

But you’re not running the world’s most valuable company. And chances are, you don’t have The Main Thing really nailed down like Apple does. When you do, things will become easier.

Ries and Trout say: “Focus is the art of carefully selecting your category and then working diligently to get your self categorized in people’s minds.”  In other words, successful branding is a long-term process that involves more than just the marketing department.

A good way to start is by saying no. Because when it comes to successful branding, what you DON’T do is just as important that what you do do.

Say no to the new investor that thinks you should add a mobile app to your mix.

Say no to the engineers who say “we can do this, wouldn’t this be cool.”

Say no to the marketing consultant who says you’re missing a great opportunity.

Say no to the guy who thinks you should open another location.

Sometimes you even have to say no to your biggest customer. It’s not easy, and it’s often unpopular within the ranks, but that’s what focus is… NOT trying to be all things to all people.

If you’d like some help zeroing in on your main thing, call us. Because focus is the fundamental element of successful branding.  541-815-0075. For more on developing a clear brand strategy, try this post. 

6

Successful brands are built on beliefs. (Not products)

BNBranding logoWhat do you really believe in? What motivates you — heart and soul — to do your work everyday? What are the brand values that guide your operation?  If you don’t know, you’re missing a great opportunity to differentiate yourself from the competition.

Most small business owners never think about the important underpinnings of their brand. They just want to deliver a good product, build the business, make some sales and earn a good living. Branding and core brand values just aren’t a high priority.

core brand values BNBranding

That’s understandable given the daily workload that business owners endure.

But the most successful small businesses — and all the beloved, billion-dollar brands — are built on a solid foundation of shared values and beliefs.

Core brand values go way beyond product attributes or corporate mission statements.

So if you’re launching a new business, or if you’re trying to define the core brand values of an existing one, it pays to think like a beloved brand.

In “Corporate Religion” Jesper Kunde put it this way:  “What leads a company to success is its philosophy, values and beliefs, clearly articulated. Communicating the company’s attitudes and values becomes the decisive parameter for success.  And it demands that you find out who you are as a company.”

Who you are. (Brand personality)

What you believe in. (Core Brand Values)

In “Good To Great,” Jim Collins says, ” Our research shows that a fundamental element of all great companies is a core ideology — core values and a sense of purpose beyond just making money — that inspires people throughout the organization and remains relatively fixed for long periods of time.”

Here’s an exercise that’ll help you find your passion and articulate the beliefs that become the spine of your brand. My partners and I recently did this as part of our website re-vamp…

Get some quiet, focused time away from the office. Then start a list of all the things you believe in. Personal and professional. If you’re trying to define your core brand values for the first time, you should also make a list of the things that really piss you off. Those hot button issues can be a great source of inspiration for core values and a fantastic differentiator for you business.

 

The fact is, prospective customers want to do business with those who share their own brand values and ideals.

So if we want to leverage those beliefs, and attract like-minded clients, it’s important to include that content on our website. Your beliefs should also be a constant source of material for social media posts, advertising and PR efforts.

“The better your company communicates its attitudes and beliefs, the stronger you will be.” Kunde said. “When consumers are confronted with too many choices, their decisions become increasingly informed by shared beliefs.”

Our core brand values at BNBranding are helpful reminders for anyone who’s trying to build a lasting, respected brand:

core brand values of BNBrandingWe believe that creativity is the ultimate business weapon.
Inspired, innovative thinking is behind every great brand, from Apple to Zappos. We also believe that it’s hard to be creative when you’re stuck, up to your neck, in day-to-day operations. Most business owners need a creative spark from the the outside.

We believe that strategy is a creative exercise.
Strategy drives the execution that produces results. If you have a me-too strategy, no amount of creative trickeration is going to produce the outcome you’re looking for. Creative strategy plus creative execution is a formidable combination that your competitors will hate.

We believe in the power of collaboration.
Great ideas can come from anywhere. We don’t have a corner on that market. So we collaborate with our clients to uncover ideas and insight that we may never have thought of. Then we take that ball and run with it.

We believe in the power of disruptive words.
Proven fact: Well-crafted messages with unexpected words and images have more impact. Because the human brain automatically screens out the normal, mundane language of most business pitches. It’s in one ear, and out the other, without disturbing a single brain cell. Great messages, on the other hand, fire the synapses and trigger an emotional response.

We believe that when it comes to selling, emotion trumps logic every time.
Research it yourself… the latest brain science proves that people make emotional purchases, then use reason to justify the decision. No great brand has ever been built on reason alone. Not one. In branding, it’s what they feel, not what they think.

We still believe in the marketing MIX.
Technology is a great new weapon in our quiver of marketing tools, but it’s not the bow. You still need a mix of marketing tactics. Facebook,Twitter, LinkedIn, Pinterest and Snapchat provide exciting new ways to tell stories and make connections, but technology itself isn’t the story. And yes, TV, radio and even direct mail advertising still deserve a spot in the mix.

core brand values of BNBrandingWe believe in the glory of a good story.
Every great business has an engaging story to tell. So tell it! Find creative new ways to spin that tale, and keep telling it over and over again. Tell it in ads, tell it on your site, tell it presentations, tweets and Facebook posts. It does you no good to define your core brand values, and then NOT communicate them. Facts tell, stories sell.

We believe that image matters.
The image you portray − in words, graphics, music, pictures, events, affiliations − can differentiate your business and give you a leg up on the competition. But the style needs substance, as well.

We believe Design belongs in business school.
Tom Peters calls it “the soul of new enterprise.”  It’s Design that differentiates the world’s most valuable brand – Apple. It’s Design that Nest a phenomenon. Design evokes passion, emotion and attachment… all required elements of great brands.

We believe in the art of persuasion.
Data is a big deal these days. But effective marketing communications still comes down to saying the right thing, and saying it well. A brilliantly crafted combination of words and images will always be more motivating than data.

So what about you? What are your core brand values?

What do you honestly, passionately believe in, and how can those personal beliefs be translated into core brand values?

You cannot be one thing in life, and another thing in business. It’s called brand authenticity, and if you’re faking it, potential customers will figure it out.

I once worked for a company that was less than upfront about their true values. They posted a mission and values statement on their site, but the words didn’t ring true to those of us on the inside. It was just corporate BS, which we discovered soon enough during a PR firestorm.

I can tell you emphatically… NOT divulging your true values to your team is a recipe for disaster. It’s literally impossible to lead effectively, motivate the troops and employ true brand ambassadors without being upfront about your true self.

Unfortunately, most companies adopt corporate values that are nothing more than mundane clichés. They frame them, put them up in the reception area and forget about them.

Do you know of any company that does NOT list “Quality” or “Integrity” as a core value? Those are givens.

The language that companies use often gives them away. Don’t ever say you’re “dedicated to” something or “committed to” whatever.  Like “committed to quality.”  Or “dedicated to excellence.” That’s just nonsense. You can’t build a brand around that.

We must make the distinction between inane corporate values and authentic Brand Values. Brand values can be used in outward facing marketing efforts to attract like-minded customers. Corporate values, such as they are, are for internal purposes only. (ie the round file.)

We like to think that there are some shared CORE values that cross that boundary and improve both the corporate culture as well as marketing. These CORE values are the company’s true DNA. They are not just posters on the wall.

Core Brand Values as a Competitive Advantage.

And one final thing… keep in mind that most of your competitors are not thinking about authenticity, core brand values, or anything resembling deep-seated truths. So when you do, you’ll have a significant competitive advantage over them. At least with the people who believe as you do.

If you’re interested in building a strong culture based on honest brand values, give us a call or  check out this post.

BNBranding's Brand Insight Blog

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

 

 

 

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

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

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

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

more effective advertising from BNBranding

It’s interesting what we learn during a brand audit. We often compare the company’s external market research data with prevailing internal attitudes. I’ve seen companies that accurately claim to have a 98 percent approval rating. “Customers love us,” they say.

But when we talk to employees, suppliers, past employees, and friends and family, a completely different tune emerges.

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

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

That’s why it’s so important to hire wisely, pay people well and treat them fairly.

That’s why you start on the inside. That’s why branding is not just a marketing department thing, it’s an every department thing.

That’s why the H.R. department actually plays a critical role in building a brand.

Yes, H.R.!

 

 

 

Just as there are sponsorships, ad campaigns and even products that are “off brand,” some employees can also be off brand.

Especially when it comes to senior management teams. If your VP of Marketing is not on the same page as your CEO, you’re going to have some major challenges. If you have a parade of people leaving the company, your brand will take a hit.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

It’s up to you.

 

 

If you want help building your brand, contact me… John Furgurson at BNBranding. 541-815-0075.

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

1 marketing clarity BN Branding

The secret to success: Clarity in business communications.

BNBranding logoClarity is the key to many things… Marriage, international relations, politics and parenting would all benefit from more clarity. But let’s stick to the subject at hand; Clarity in business communications.

Business owners and marketing people face an ongoing war of clarity vs. confusion. Simplification vs. complication. Persuasion vs. nonsense. Straight talk vs. bullshit. clarity in business communications BNBranding

Doesn’t matter what form of business communications we’re talking about — from a quick tweet or a simple email to an in-depth webinar or long-term TV campaign — you need to be clear and succinct about what you’re trying to say.

It takes discipline and creativity to maintain clarity in business communications.

It’s easy to confuse people. Eighty percent of my professional life has been spent helping clients clarify things. The message they have in mind is always clear in their own heads — and maybe to a few insiders — but it’s seldom clear to the outside world.

A lot gets lost in translation, and you have to find many different ways to say the same thing. Clearly.

The fact is, words matter. Images matter. Tone matters. A single misused word, photo or graphic can derail entire campaigns and leave your most important audience scratching their heads. You don’t want people saying “huh? or “wait, what?”

Want to avoid low morale and high turnover? Be clear with your people.

A Gallup Poll on the State of the American Workplace showed that there’s very little clarity in business communications. In fact, fully 50% of all workers are unclear about what’s expected of them. And that lack of clarity causes enormous frustration.

When confusion runs rampant, it costs a bundle.

So don’t just whip out that email to your team. Take time to think it through. Edit it. Shorten it. Craft it until it’s perfectly clear. You’ll be amazed how many headaches you can avoid when you just slow down and make the extra effort to be painfully clear.

Want to stop wasting money on advertising? Be clear about the strategy.

Think of it this way… Effective advertising is a combination of two things:  What to say, and how to say it. The “what to say” part means you need to articulate your strategy very clearly. The “how to say it” part is the job of the creative team. You need to be clear on both fronts.

The copywriter and the art director can’t create great advertising if they’re not clear on the strategy. Unfortunately, most business owners are quite wishy-washy on the subject of advertising strategy. And, unfortunately, a lot of marketing managers can’t spell out the difference between strategy and tactics.

So before you start writing ads, speeches or web copy, be clear about the strategy for that particular assignment. Clear strategy leads to clear copywriting and clear communications.

Want to build a brand? Be clear about what it stands for.

Filmmaker Morgan Spurlock did a great documentary about product placement in the movie industry called  “Greatest Movie Ever Sold.”  There’s a scene where he’s pitching his movie idea to a team of top executives of a well-known natural food company, and they’re concerned that his spoof is not really right for their brand.

“So what are the words you’d use to describe your brand.” Spurlock asks. “Uhhhhhhhh. That’s a great question…”

41394 No reply. Nothing but a bunch of blank stares and squirming in their seats.

Finally, after several awkward minutes, one guy throws out a wild-ass guess that sounded like complete corporate mumbo-jumbo. They were in the spotlight, on national TV, and they had no business clarity whatsoever.

One thing you can do to encourage clarity in business communications is to write and produce a brand book that spells out exactly what your brand is all about. And what it isn’t!

Boil it down to a microscript your people will actually remember, rather than the usual corporate mish-mash mission statement. Then make sure that it becomes an integral part of your on-boarding procedure.

Because if your own people don’t know what your brand stands for, how will the customer know?

Want traction for your startup?  Find a name that’s clear.

Start-ups are hard enough without having to constantly explain your name. Like these internet inspired misses: Eefoof. Cuil. Xlear. Ideeli.  That’s just confusion waiting to happen…

“How do you spell that?”  “What’s the name of your business again?” “How do you pronounce that?” “Wait, what?”

Instead, go with a great name like StubHub. It has a nice ring to it. It’s memorable. And it says what it is. Digg is another good example. In that case, the double letters actually work conceptually with the nature of the business…  Search. Deeper.

Want advertising that actually drives sales? Be clear and overt about the value proposition.

BNBranding how to choose the right message for your adsNot just a description of what you do or sell, but a compelling microscript of the value experience that your target audience can expect. It’s a sharply honed combination of rational and emotional benefits that are specific to the target audience, and not lost in the execution.

Creativity is the lifeblood of the advertising industry. Don’t get me wrong… I love it, especially in categories where there’s no other differentiation.

But sometimes you have to put clarity in front of creativity.

So start with strategy. Then be very clear about the value proposition.  Then a tight creative brief. And finally, lastly, ads. That’s how you can achieve clarity in business communication.

Want funding for your startup? You need overall business clarity.

When you’re talking about your amazing new business idea, be very, specifically clear about what’s in it for the consumer and how the business model will work. It all needs to be boiled down into a one minute elevator pitch that is painfully clear.

There can be no confusion.

You also need to be very clear with potential partners, employees, investors and especially yourself. If the idea’s not clear in your mind, it’ll never be clear to the outside world.

Want a powerpoint presentation that resonates? Be clear with your writing and stingy with the slides. 

Powerpoint is one of the biggest enemies of clarity in business communications. The innate human desire to add more slides, more data, more words and more bullet points just sucks the wind out of your ideas and puts the audience in a stupor.

Next time you have a presentation to do, don’t do a presentation. Write a very clear speech. Memorize it and make ’em look you in the eye, rather than at the screen. If nothing else, they’ll get the message that you’re willing to do something radically daring.

Learn more about more clarity in your powerpoint presentations.

Need help clarifying your messages? Need better clarity in business communications in general?  Call us. 541-815-0075 Keen branding

5 The ultimate franchise retail branding experience – like a kid in a candy store

bn branding's iconic logoMy annual Christmas shopping excursion always eventually leads me to one place: Powell’s Sweet Shop. To me, it’s the ultimate example of successful retail branding. (And it’s not even called Powell’s any more)

lovable franchise brands Ben & Jerry’s has a lot of appeal  in the summertime, but Powell’s resonates with me on a completely different level.

To me, it’s a mood-altering drug.

It’s virtually impossible to leave Powell’s without feeling warmer, younger at heart, and at least a little giddy. It’s more fun per square foot than any store I’ve ever seen.

Franchise Industry consultants call Powell’s Sweets “an involving retail experience that taps into deep-seated emotional connections with long-forgotten childhood brands.”

They are banking on the power of nostalgia to sell everything from collectable lunch boxes and Pez dispensers to gelato and old-fashioned candy. They have all the brands you haven’t seen since childhood, and all the flavors that linger in the palette of your memory.

 

 

Powell’s is a store full of  stories. And vivid, authentic stories are the main ingredients of success for franchise retail branding.

As I browse through Powell’s, or even just peer in the window, the stories come flooding back… My little sister, hair in braids, eating Fun Dip in the back of the station wagon.

My older sister hording her tube of Flicks. The penny candy selection at Jack’s Country Store.  The red, black and purple licorice I loved so much at summer camp.

That stuff sticks with you.

successful retail branding from the Brand Insight Blog

Powell’s always has Willy Wonka playing on the TV in the back of the store.

But Powell’s triggers more than just memories. It also triggers the imagination.It ignites the senses and conjures a latent, childlike creativity in us that gets beaten down by the demands of modern society.

Not too many retail stores can honestly say that.

Maybe that’s why I go back every year. Maybe that’s why I want to linger so long.

It’s not just satisfying my sweet tooth, it’s filling a need for creative inspiration and optimism. I can feed off the energy of the kids and the delight of the parents. There’s laughter and smiles and buzz you just don’t find at the Starbucks next door.

Unfortunately, the Powell’s website doesn’t capture any of that laughter and buzz that I’m raving about. Their site is a boring, disconnected piece of corporate communications that wouldn’t move anyone to do anything. (I hope they’re working on a refresh!)

So what can you learn from a little candy store in downtown Bend, Oregon?

You want customers to tell stories about you. You want products and service that create lasting memories. You want positive word-of-mouth that’s more powerful than anything you can say yourself.

Here are a few, random reviews of Powell’s from Yelp.com:

“Move over Disneyland – this is the happiest place on earth.  I feel like I step into Charlie and the Chocolate Factory every time I come here.”

“This candy store rocks. It has everything you want especially if you’re looking for some candy that will blast you right back to your childhood.”

“The best candy shop. Period.”

Retail branding in a candy store BN Branding“I want to hug the person who came up with the concept of this store…they are pure genius and manage to put a huge smile on my face the minute I walk through the door!”

Interestingly, the nostalgic theme of every Powell’s store seems to work equally well on children. Because the appeal of it is timeless.

The candy that we thought was so cool, still is. The element of surprise and the sense of discovery works just as well now as it did 30 years ago.

That’s why brick and mortar retail stores will never go away… they can deliver a sensory experience that can never be duplicated on the screen of your phone or computer.

It’s sensory branding… the cumulative effect of the smells, the sights, the colors, the selection, the sounds and the flavors that trigger that flood of fondness.

So if you’re trying to build an unforgettable retail branding experience, I’d suggest a visit to Powell’s Sweet Shoppe. Just soak it all in, eat some sweets, and see what happens.

For more on ecommerce, try this post.

marketing strategy BNBranding

 

 

1 balance your marketing tactics and strategy with BNBranding

The Yin & Yang of Marketing – Are your efforts in balance?

BNBranding logoIn Eastern philosophy yin yang represents the concept of duality. Two halves working together toward wholeness and harmony. It’s the dance of opposites — where seemingly contrary forces are actually complementary.

marketing strategy vs. tactics: yin yang of marketing

Like marketing strategy and tactics.

“Wholeness” — ie optimal results — is only achieved when you strike that delicate balance between the two. When the marketing tactics flow naturally from the strategy.

If your marketing efforts are predominantly tactical, without adequate strategy, you’ll be throwing money at ill-conceived tactics. Ready, fire aim!

If your marketing efforts are tipped the other direction, you’ll spend all your time preparing, planning and aiming, without pulling the trigger.

When you employ both halves of the marketing equation you can touch a glorious chord of emotion while still employing a data-driven strategy. It’s old-school story telling balanced with new technology and analytics.

Right-brain creativity with left-brain analysis. Yin and yang. Marketing strategy and tactics. One cannot live without the other.

All marketing programs are a mix of strategy and tactics, but most small business owners gravitate heavily toward the tactical side of the equation. They forego the strategy part for several reasons:

• Because they can’t do it themselves or they don’t understand it.

• Because they perceive it as being too expensive.

• Because they don’t have time… too many other things to do.

• Because they don’t see the value in it.

They skip the most important step to save a few bucks, but they pour a lot of money into tactics.

They use social media specialists and graphic artists to produce content. They purchase TV time and digital ads. They produce videos for YouTube and run radio ads, but there is no thread of continuity. No consistency of voice or message. No strategic platform from which to work.

No yin yang balance.

balance your marketing tactics and strategy with BNBranding

Therefore, the effectiveness of each tactic is compromised.

Let’s look at some of the opposing, yin yang elements of any good marketing program:


Inward vs. outward.

Many businesses are too inwardly focused when it comes to marketing. Instead of addressing the needs, wants and emotions of their prospects, they talk about themselves and their industry. It’s all me, me, me, me, with a bunch of jargon thrown in for credibility purposes.

Not only that, outward facing marketing tactics and messages are often out-of-balance with the internal operation of the company. The ultimate success of your brand doesn’t hinge on what the marketing people say, it hinges on what you actually do. When you do great things, effective marketing messages are much easier to come by.

So what are you doing internally that your marketing department could build a strategy around?

Emotional vs. analytical marketing.

If you want your marketing strategy and tactics to balance, you can’t underestimate the influence of feelings.

Many business owners operate as if cold, calculating characters like Spock make all the buying decisions. They line up the spreadsheets, produce some charts and graphs, and expect facts and data to do all the work. But it NEVER does.

balance your marketing efforts with BNBrandingThe latest brain research — fMRI testing — proves that emotion commingles with reason, even in rigorous business-to-business purchasing decisions. In fact, many studies show it’s emotion that triggers action.

As one writer put it, “emotion is in the Oval office while the rational brain is in the press center, justifying the decisions that have already been made.”

Trust is not a rational thing. Trust is a feeling. And it’s trust that builds brand loyalty.

Simon Sinek says it succinctly, “Most companies are quite adept at at winning minds; all that requires is a comparison of features. Winning hearts, however, takes more work. That starts with WHY. People don’t buy WHAt you do, they buy WHY you do it.”

Fast vs. slow

Some tactics need to get done quickly. For instance, social media posts are often very time sensitive, so there’s not much consideration for craftsmanship. Promotions are also short-term. TV commercials or print ads, on the other hand, demand careful attention to detail, so you need to leave time to do it right. Branding is a long-haul play.

Strategy also takes time and thoughtful consideration. Strategic issues arise when the strategy is rushed to accommodate the tactical to-do list. Confusion and credibility issues arise when the tactics are produced in a vacuum, with no strategic guidance. All yang, and no yin.

 

Positive vs. negative.

Some marketers believe that you should never mention the competition. Always stick to a rosy picture of positivity, they say.

But there are some strategic situations that demand a negative approach to execution. Sometimes it’s simply stronger to refer to someone else’s weakness than to talk about your own strengths.

The yin & yang of competition is often the most poignant and effective approach for campaigns.

All great brands have arch enemies. Coke has Pepsi. McDonalds has Burger King. Apple has Microsoft. Don’t shy away from that just because you’re afraid of offending someone. Better to offend some, than be invisible to everyone.

That said, you can’t have a marketing campaign that’s completely negative, all the time. Especially in small town. It’ll probably come off as snarky.

Male vs. female

A comedian once said that women make 80% of all the decisions — and they have veto power over the other 20%.

Keep that in mind when you’re working on tactics, planning your strategy and building a brand. Women remember things! And they’ll attach very strong emotions to those memories, so you better not piss them off.

On the other hand, if you show genuine empathy, and make them feel good, they’ll be great brand ambassadors for you. And don’t forget… Facebook, Pinterest and Instagram skew heavily toward women.

Yin Yang is not static. Neither is your marketing.

The nature of Yin Yang flows and changes with time. So does your marketing. Sometimes it’s stop and go.

Some initiatives are purely tactical, while others are more strategic. Factors outside your control can change your strategy completely or rob you of tactics that you once counted on.

The seasonal nature of most businesses means that tactics may be bunched heavily into one time of year, while planning takes place another. Not only that, goals can change dramatically from one year to another. So you can’t just upload the same marketing plan year after year and expect it to work. You can’t keep running the same ads on the same shows or websites.

The balance point is always shifting. Hot & cold. In and out. Yin and yang. Enlightenment is achieved only when marketing strategy and tactics come together.

If you’re wondering about your own balance point, give us a call. Let’s start a conversation about your brand. 541-815-0075.

Read more on marketing strategy and tactics.

a new approach to website design BNBranding