what could you gain by taking a good hard look at your business and asking some tough questions?
If you’re like most organizations, plenty. And what you learn through the process has the power to bring your marketing messages into better alignment with what your customers are looking for. Continue reading
A few months ago, a prospective client approached me with a problem:
“We should be winning more of the proposals that we submit.” Continue reading
Core values. Key messages. Positioning statements. Logo usage. These are just a few of the elements you need to have in place in order to support a strong marketing program. There are many more (read on for the full checklist) but because of how they’re packaged it can be confusing to know whether or not you have all the pieces. Continue reading
You have brand standards (don’t you?). You have a marketing plan (right?). You think you’re ready to take the world by storm. But there’s one piece missing:
a messaging platform.
The messaging platform doesn’t always get the love it deserves because it’s often tucked into a branding guide or a marketing plan, so most people don’t recognize it for what it is. More likely, however, it’s overlooked altogether. Continue reading
Because nobody cares what your company or organization does.
As marketers and communicators, we often get caught up wanting to explain what our company or organization does. We think what we do (our “what”) is the most important thing potential customers need to know about us.
That’s where we’re wrong. Continue reading
content is just as important as design
When people are searching online to buy a product or service, they’re looking just as much at which companies to consider, as which ones to eliminate. They’re trying to narrow their options, and dig more deeply into a few possibilities instead of several. If your website content doesn’t tell them what they need to know, guess what? Another company’s content WILL, and yours will be out of the running.
All too often, companies focus so much attention on a website’s design that their messaging strategy and content suffer. Don’t get me wrong, it’s important for a site to have great design. But if it’s all style and no substance, all you’re left with is a pretty site. And that’s just not enough to make the sale. Continue reading
In recent years there’s been an explosion of online marketing tools, virtual assistants, and other low-cost marketing options. They all claim to make marketing easier, either by doing it for you or making it easy to manage yourself.
These “do-it-yourself” or “do it cheap” resources regularly wreak havoc on organizations that don’t have the time or skills to do marketing work internally. It’s bad enough when marketing doesn’t get done as a result, but even worse when it gets done wrong. Either way, it’s expensive and time-consuming to fix. Continue reading
In the last few months, two very different clients of mine discovered unexpected and game-changing insights about their target markets. In both cases, we’ve been working on updates to their visual identity and positioning strategies, and some of the changes we’re contemplating are dramatically different from what they’ve done in the past.
This could be scary, but both client teams are feeling confident about the decisions we’re making because we’re not changing direction blindly. Instead, we’re making conscious shifts in direct response to information obtained from surveys of their best customers and prospects.
The surveys revealed that much of what we thought we knew about our customers was correct. But we also got some very surprising information that uncovered customer needs and desires our current marketing plan wasn’t taking into account. We found that many of our assumptions didn’t match the reality of how we were perceived by our customer base. In some cases, the survey data even identified organizational issues that needed to be addressed.
Both clients had the same reaction. They realized right away that the unexpected information made the entire survey process worthwhile. In response, we were able to re-orient our new positioning and identity changes to take advantage of the opportunities that were revealed.
Many business owners think branding is little more than a logo design, or at most a style guide. As a result, they’re often surprised to discover how involved a process branding really is.
This confusion is understandable because the term “branding” gets tossed around a lot, to the point many people who offer it as a service can’t really describe what they’re doing. That’s a problem if you want to know exactly what you’re paying for—or why you should even consider doing it in the first place.
so what is branding, and why is it important?
It’s easy to recognize a great company story when you see it. It “grabs” you, inspires you, and—most important from a business perspective—encourages you to support the storyteller.
This kind of storytelling is what makes great branding work. Yet strangely, it’s the most commonly misunderstood component of the process. A brand is not a logo or a tagline (though those are visual manifestations of a brand). A brand is the position a company, organization, or even an individual occupies in the mind of the consumer, and the qualities and attributes that are associated with it—whether they’re real or perceived.
storytelling in action
Growing up, my only association with the word “Shinola” came from one of my granny’s favorite sayings. It’s one that originated during WWII, and referred to an old, old brand name for a dark brown shoe polish that apparently had an uncanny resemblance to something else entirely.
About a year ago, however, I had my first exposure to a new Shinola when I saw an ad in a magazine showing a beautiful, old-school-looking watch. It had a retro face with a tiny lightening bolt icon that suggested some forgotten piece of equipment I might have happened upon in my grandfather’s garage, wonderful typography for the brand name, the mysterious “Argonite” movement, and the word “Detroit.” And it was clear that lovely strap was real leather.
I wasn’t in the market for a watch, but I was intrigued enough to find out more. I went to the website for the new Shinola and read every word, starting with “Our Story.” And I fell in love. Continue reading