|Mikono.com - Branding resource by Mikono.|
Branding On The Web Is Like Mining For Fools Gold
I am sick and tired of marketing geeks touting the beauty of branding, brand building and just spouting branding in any context, especially when the term is used with "internet" or "web" or "digital!" You can't have a conversation today for more than five minutes without some marketing type throwing in a line about brand building!
Branding doesn't work with the net's warp speed - look at some of the leading online brand builders, including a certain big three TV network here in the states and a book seller in Seattle trying to do classic brand extension, from books to barbecues.
We tell our B2B clients to build a revenue-producing online brand by developing a campaign that sells the value of their goods or services! Forget the esoteric, very expensive brand building campaigns that have no measurable impact! Here are my ten "cliff notes" to building an effective B2B Brand Online, B2C coming next article.
1. Do a careful Competitive Web Analysis of your competitors - you can't build a unique brand without knowing the lay of the digital and real-world land! The beauty of the web is that it is a 247/365 resource for analysis and you can find out quite a lot from your competitor's web sites. We've created a comprehensive matrix of 75-200 items to assess when preparing a competitive analysis report for a client.
2. Identify your target audience early on as everything flows from this. You can't conceptualize your creative, graphical imagery, content or what type of online media you want to deploy until you know the size and characteristics of your target audience.
3. Think revenue producing branding - this translates to marketing campaigns that deliver sales (the goal of all good marketing campaigns) by customer acquisition. Meaning, develop messages that speak to your audience. B2B customers typically want referenceable data that addresses their needs. "Our xyz services help you leverage your IT resources by?." Think providing tactical information to enhance their decision-making!
4. If your early to market or just plain old early stage then you may want to develop some branding with other complementary partners who have established names (brands) in your market segment. This can include joint announcements, co-branded pages; direct marketing or opt-in e-mail pieces, etc. Here's an example of a co-branded page we did for an existing client, PolyServe, Inc. http://www.polyserve.com/partners.html
5 .Make sure you PR agency and Interactive or Traditional Agency are all in concert when it comes to building a branding campaign. Your various messages and processes should be mutually reinforcing.
6. Select an Interactive or Traditional Agency that understands your unique B2B needs. Consumer branding is much different than B2B Customer Acquisition Branding. By "understand" I mean ask them about the types of campaigns they've set up for previous clients, what types of media they've used, do they know how to develop creative that speaks to a potential B2B client - I love the "do the Dew" campaign, but this isn't the type of branding you would want to deploy for an IT Manager who is contemplating a purchase of your software.
7. How do you measure effective branding on the web? I am not sure if I have any answer or if I have unlimited answers - this is such a difficult marketing characteristic to measure. But, again, be "customer-centric" - ask people who purchase your software or services what they think. Why did you purchase (or why not if you can), did our marketing address your needs, was it meaningful and informative?
8. Think digital shelf life when branding on the web - you have to build messages and content that will only last for a finite amount of time. You have to continually refresh your branding and positioning by developing new content for a web site, opt-in e-mail or banner advertising campaign.
9. Incorporate your offline branding (creative, content, graphics, etc.) into your online branding when/where you can. So your customer has a sense of continuity when they review all of your marketing and communications processes. This also sends a signal to them that you have carefully thought through your overall campaign.
10. Last but not least - build net speed into your overall campaign. I've said it before in many articles, but always essential to underscore; better to be quick to market with something that may need slight calibration later on that to delay a facet of a campaign of the entire campaign to get everything perfect! Revenue is the engine that makes a B2B Branding campaign work and you can't drive sales unless you are putting your branding message out there in front of your potential customers!
About The Author
Lee Traupel has 20 plus years of business development and marketing experience - he is the founder of Intelective Communications, Inc., http://www.intelective.com, a results-driven marketing services company providing proprietary services to clients encompassing startups to public companies. Lee@intelective.com
Corporate Identity - A Rough Guide
A rough guide to corporate identity
Types of Logos
There are three basic types of logos: text, symbol, and combination logos. The type of logo that will work best for your company depends on a number of considerations, such as the size of your company, the uniqueness of your name, and a variety of other factors.
Brand Building For Profit: The Colour Behind the Brand and Why I Wear Red Ties!
Colour is essential to building a strong brand.
The Big-Pay Off -- Brand Value
Many CEOs and marketing directors find their time wasted evaluating marketing opportunities instead of acting on them. When every possibility is followed, a meandering trail of hit and miss effectiveness is the result. Despite significant expenditure of time and money, marketing tactics may not produce the desired gains.
Build Customer Loyalty by Promoting Your Customers
Do you want to attract new customers while building greater loyalty among your current customers? Include your customers in your marketing and promotions. By creating greater awareness of your customers (and their businesses) you may help to build their businesses and increase their demand for your products and services. Whether or not using customers in your marketing causes them to buy more from you, your willingness to showcase them will cause them to feel more attachment to you and will encourage them to remain customers for a long time to come. Here are a few ways you can make this work for you.
Hummer is an Excellent Brand
What size is your Hummer? Hummers Come in All Sizes; Tiny, small, medium and large and of course the most popular of all; The Oh My God Size. They make matchbox size Hummers, Tonka Toy size and adult size. Are you quite sure you know your hummer sizes. Marketers of the Hummer Brand want to be omni present in your life and it is working. For instance here is a toy hummer you can buy online
Branding: You are the Brand
What's in a brand name? Everything! Think of these brands: Coke, Barbie, Hershey, McDonalds, Madonna, Pepsi, Bono, Microsoft, Kleenex, Xerox, Steven Spielberg, Dell and GM. Did you notice that brands can be things, replicas of people and actual people? Brands are the public perception of a thing or person. Companies work very hard to establish their brand, sometimes failing when they attempt to tie a secondary product into the popular brand name. Does anyone even remember A1 chicken sauce?
How to Write Classified Ads that Get Results Now.
SELLING DIRECTLY FROM A CLASSIFIED AD
Brand Identity - Corporate Identity and Brand Value
Companies work hard building the strength of their brands - it is critical to the ongoing brand management process to have meaningful and actionable data-driven measures of these efforts.
Branding has been defined, explained and examined extensively. There are books, articles, publications, seminars, and groups all dedicated to exploring the meaning and use of brand today.
Britney Spears Branding
How would you like to sell as much in one year as Britney sells in one day or in one hour? Have you put much thought into how marketing empires are created? If you're selling anything then you're a marketer and you should study the biggest successes to follow in their footsteps.
Branding: Bring Back the Jingle!
Did you grow up in the '70s and '80s? If so, you probably have a slew of campy jingles from various TV commercials filed away in your brain. Today, advertisers still use jingles to help identify their brand, but not nearly as much as they did "back in the day." Why is this?
Branding Services - Brand Identity Guru
Branding Services is a tactic that marketing executives and managers should not only understand, but also employ. Branding services helps your company clearly position your company over your competition by branding your product/service in the minds of your target markets. This helps build brand identity, brand image and overall brand equity.
Articles: The Perfect Branding Tool
If you own a web-based business, you're probably aware of the need for things like link exchanges, lead-purchasing, SEO copy, banner ads and all of the "traditional" ways to get exposure on the World Wide Web.
Branding Article: Pepsis Missed Brand Opportunity
I love Pepsi. It's that slightly sweeter taste and the all-American logo combined with the non-conformist statement that, well, it's not Coke.
Brand Building 101
Building your brand into a brand leader isn't easy. There are 2 areas that can really help you grow your brand, passion and consistency. Passion is incredibly important. You have to understand that even if you are a start up or a one-man operation, or are well on your way, you are still a brand. You have to care passionately about the way your brand is nurtured, developed and presented to your target audience. Everything that leaves your building, every impression that your staff and your company make, is lasting. Take advantage of this opportunity to get your customers and potential customers to remember you in the way that you want them too!
Creating Powerful Names for Products, Services, and Your Business
The name of your business is important--it's one of the first things potential customers know about it. And having unique names for each of your products and services can be a powerful selling tool. One way to make yourself and your business attractive is to have something exclusive and enticing, promising benefits. Good names for your business, products and services can do that. Good names market for you.
Brand equity can be defined in many different ways. I have developed a simple, yet powerful, definition of brand equity. For a brand to be strong it must accomplish two things over time: retain current customers and attract new ones. To the extent a brand does these things well, it grows stronger versus competition, and delivers more profits to its owners.
The Positioning of Success
Many businesses of today are often driven to compete striclty on price, quality, and features of their products and services. Companies who prosper over the long term don't simply offer the best deals, the best quality, or the most impressive bells and whistles. If you want to win big in today's cutting edge world of business, you have to begin by thinking differently and by challenging the status quo. Whether you are a new or an established business owner, these ten powerful strategies will position your company for big success. (1) Adopt the philosophy of "Givers Gain." In 2003, the members of Business Network International (BNI) passed over 2 million referrals to each other. Founded by CEO Ivan Misner, BNI is a business and professional networking organization that offers members the opportunity to share ideas, contacts and most importantly, referrals. Misner founded BNI based on the philosophy of "Givers Gain," which is the belief that in order to get business, it is important to first give business. One of the critical factors in achieving success rests in the ability to develop reciprocal relationships where two parties naturally refer business to each other on a consistent basis. "It's not what you know but who you know" has never been so true as it is in today's competitive world of business. For more information on Ivan Misner and his philosophy of "Giver's Gain," access an interview here: http://www.cvcommunity.com/utility/showArticle/?objectID=1452 (2) Focus on Soft Innovations In today's competitive marketplace, the old equation of spending more on advertising to increase profits it not working as it once did. In his latest book, Free Prize Inside, author Seth Godin, makes a strong case for using soft innovations as a way to get noticed in this crowded and noisy world. Soft innovations are the small yet insightful ideas that can take your product or service from good to remarkable. They are often hidden, and they usually solve a problem that is " peripheral to what your product is ostensibly about." At first glance, you think the soft innovation does not mean much, but once you have it in place, it becomes an essential part of your product or service. Examples of soft innovations include Starbuck's Cards, Dinosaur-shaped pasta for kids, and Amazon.com cutting its ad spend and offering free shipping with the money saved. For more information, read an interview with Seth Godin in Today's Coach here: http://www.cvcommunity.com/utility/showArticle/index.cfm?objectID=1524 (3) Re-groove! How do you operate when the heat is on? How do you respond to chaos? When new skills or new behaviors are needed, how do you respond? Knowing what to do and how to do it is one thing but being able to respond effectively and to keep your cool under pressure and on a consistent basis is a very different ballgame. As leaders in today's world, it is crucial to learn how to work differently and how to be able to shift and bend to meet expectations which here one day and gone the next. The half-life of a great idea or a new product or service has never been shorter, and it is up to you as a business owner to become masterful with reshaping strategies, adding new perks to old products, and to stay on top of your game in the face of dramatically changing circumstances. You may find that your strength of achievement was required to get your company up and running but that same strength is now squelching the creativity of your team. It's time to Re-Groove! It's time to unlock the incredible potential that is inside of you that is required to get the job done under present day demands. If you are dedicated to re-grooving (getting past the old worn out grooves of your past conditioning,) it is essential to work with a coach or trainer who can coach you through the new behaviors quickly and in real time. By learning to re-groove, you will be able to create incredible opportunities for your company and for yourself. (4) Make your brand a "state of mind" Are you winning when it comes to style, a smart and accessible mix of products and services, and first rate customer service? If so, Bravo! However, this is just a part of the equation of what it takes to truly succeed. In order to create a brand that is truly memorable, it is crucial for you to live an inspired life and to make your brand a "state of mind" for your customers. This state of mind could be a feeling of trust and confidence, a sense of well being, or a state of knowing that you are buying from a company who has your best interests at heart. This state of mind cannot develop behind the confines of the walls of your business. It grows and develops when you are in the middle of your potential buyers?in restaurants, traveling, checking out the competition, playing sports, tinkering with a hobby, having fun and lots of it! If you are living fully and in relationship with others, you will be re-energized every day and you will give your customers a vision of what an inspired life actually looks like, because you are living one! Your brand will become much more than your trimmings...it will become the connection that others feel when they think of you as a valued person in their lives. (5) Become masterful at mobilizing resources The ability to galvanize resources, both human and monetary, and to build effective and efficient projects with them is a critical component of success in today's marketplace. We are quick to look first at the monetary costs of a project and quickly get cold feet, when the reality is that we have valuable resources hidden in our personal and professional lives which may not cost a dime. Social capital is one resource that is one of the most valuable assets available to business owners of today. The term social capital emphasizes that very specific benefits are made available from the trust, reciprocity, information, and cooperation associated with social networks. The value of social capital is that people can draw on the wisdom of each other to solve common problems, especially as it relates to money, time, and resources. (6) Buck conventional wisdom In 1971, Rollin King and Herb Kelleher decided to start an airline that you might say?was different and a little bit quirky. They began with one simple notion: If you get your passengers to their destinations on time, at the lowest fare possible, and make sure they have a fantastic time doing it, people will choose you over a competing airline. This is the story of Southwest Airlines, who chose to move beyond the status quo by offering services and a sense of style that bucked conventional wisdom. With their focus on fun, games, and "Love Southwest Style," Southwest has made its mark with its strong focus on stellar customer service and conveniences such as allowing customers to proceed to their departure gate without stopping at the ticket counter, skycap, or self-service kiosk. Most importantly, Southwest has honed in on searching for important personal qualities in those they hire-- the perfect blend of energy, humor, team spirit, and self-confidence to match its famously offbeat culture. Southwest was once dismissed as a maverick, as their strategies seemed strange to the "airline powerhouses." These same powerhouses are now looking in awe at what this "maverick" has built. The strategy of originality worked?It had the sticking power required for success. (7) Become a Talent FarmWhen recruiting new employees, what are you looking for? Raw talent? Raw communication skills? Intellect? Athletic ability? Commitment? Skills? Flexbility? What about all of this and more? If you are a company who wants to operate at the leading edge, where change is the greatest and success is the goal, you will want to recruit the most talented group of people you can find?those people who are self- starters and who are living boldly in the world. By developing a "talent farm" culture, you can instill a mindset of excellence from the top to the bottom of your organization. This culture encompasses a deeply held belief that having high caliber people is crucial to your success. With this "talent farm" approach to recruiting, your company will also be required to recruit great talent every day. Successful businesses and organizations have a strong sense of what they are looking for, and they are always on the look for new talent and ways to retain them for a lifetime. (8) Embrace your core values What is it in life that you most value? Do you value beauty, leadership, creativity, stability, or family? You can choose to orient your life around your wants and needs or the list of things you feel you "should" be doing, but if you embrace your core values and build your life around them, you will find experience inspiration and joy at a level you never thought was possible. Whole Foods Market is one of the fastest growing supermarkets of today, because its commitment to fresh, nutritious products is a value that keeps customers coming back for more and employees happy, hard working, and committed. When you focus your business on doing what feels right and what fulfills you, you will have no regrets, because you have been true to the very core of your being. (9) Become a "white hot center" of influence A "white hot center" of influence is an organization or group that you most want your company to be aligned with tightly and in a relationship which is reciprocal. One connection into a strong center of influence can position your company to attract a stream of qualified opportunities. (Example: You are an interior designer, and you want to be in the middle of Southern Accent or Better Homes and Gardens Magazine.) In order to attract a "white hot center" of influence, you have to become what you want to attract. Be well educated, highly skilled, experienced, trained and innovative in your product development. Fill your network with other business owners who are up to big things in the world and who are experts in their respective fields. Attract talented people into your company, and tap each and every talent and skill available in your company. As you begin to raise your bar in all areas of your business and enhance your network, you will eventually become a "white hot center" that will attract others by the thousands. (10) Just Begin! Start where you are, and begin today to create success in your life. Drop the excuses, reasons or people to blame, dis-empowering attitudes and behaviors and get on with the business of living the life you know you were born to live. Do what you know you want to do, and do it with passion. Begin today to create the tomorrow you want. As Peter Drucker said, "The best way to predict the future is to create it"
Brand Equity Building - Measuring Brand Value
Measuring brand equity allows a company to establish a baseline and track changes in its brand equity over time. If a company consistently works to improve the strength of its brands, it must trace progress, or risk "flying blind." Changes in a quantitative measurement of brand equity can show the company the effects of its work, and greatly aid in setting marketing and management priorities in the next business planning cycle.
home | privacy & terms | site map
|Copyright © 2007 PageButler.com|