The Right Label is Articulating and Delivers a Simple Brand Promise

The Right Label is Articulating and Delivers a Simple Brand Promise

Our staff chipped in on this quick read regarding a Simple Brand Promise. Read on …

Articulating and delivering a simple brand promise can be difficult when you are trying to establish your company. You want to feed a need and satisfy a desire at the same time. This is something most customers are looking for when they make a purchase. 

Keep Focused

As companies and organizations grow, brand promises may become diluted and distract from the original idea. Not only is this dangerous territory, but it tends to confuse your customers. It results in lost profit and decreased visibility. 

In many cases, these problems arise because the business is trying to capture a wide range of markets instead of concentrating on their core audience. Always keep your main products in mind in order to stay focused on your promise to deliver quality. Whether you create craft beers and hard ciders or wines and juices, look at your labels closely to make sure they carry the right message to your customers. Hiring specialists for the job can help you hit ground running. 

Simple, Effective Labels 

An effective brand stewardship delivers your message while presenting it to your customers is an entertaining format. Keep it simple and direct, this will prevent your ideas from getting lost in busy labeling. Professional designs can embellish everything from your cans to the tap handles. They will get your message in front of customers in a variety of locations. 

The easiest way to meet your brand promise is to make the message clear with direct labeling on your website and in your marketing tools. Everything from your swag and sign to the napkins and placemats should work together to identify your product and your message. This identifies you the minute they see your logo.  Contact us to discuss how to keep your message from wandering and deliver on your promises.

3 Essential Branding Tips For Your Business

3 Essential Branding Tips For Your Business

Neal Litherland has 3 quick tips for branding your business. Read on…

Building a brand is hard, especially in a marketplace where everyone is trying to get noticed. With that kind of fierce competition, it’s important to avoid even the smallest of missteps when it comes to your branding decisions. If you’re looking for some stepping-stones to get you across the river, and into your audience’s face, though, here are three you should consider.

3 Essential Branding Tips For Your Business

Tip #1: Craft The Impression You Want Your Customers To Have

The most important part of branding is deciding how you want to be viewed by your customers. Ask what qualities you want to be associated with you. Do you want to be seen as adventurous? Reliable? Inexpensive? Pick what you want to be associated with, and then come up with a strategy to craft that image.

Tip #2: Bring Your Online and Offline Personas Into Harmony

Every business is online these days. We have websites, blogs, video channels, and dozens of social media pages. The important thing we have to remember is that who we are offline, and who we are online, need to be the same person in a branding sense. Customers who discover you online like the consistency of your in-person business feeling the same. The same is true of customers who find you in-person, and then interact with your company online.

Tip #3: Assume That Everything You Say, Or Do, Will Be On The Record

We live in the digital age, and that means everything we say or do is recorded somewhere. Every social media post, every video, and every email is on the record. So you need to treat your business the same way professional wrestlers used to act; if there’s an audience, you’re in persona. Keep your game face on all the time, and your brand will never suffer.

For more solid branding advice, all you have to do is contact us today!

 

 

Image: Vilmos Heim

Differentiation – or – How is your company/brand/product truly different from the competition?

Differentiation
– or –
How is your company/brand/product truly different from the competition?

Janine Roberts helps us understand differentiation. Read on…

An important concept to remember when it comes to branding is differentiation – How is your company/brand/product truly different from the competition? When a product or service is perceived as indistinguishable from another, effective branding has not been achieved. Marketing campaigns need to not only show that a company offers what others do, but businesses also need to focus on the qualities that set their brand apart from the competition.

The 5 Ps

The primary areas where differences can be showcased are product, price, place, promotion, and people. A recent Gallup poll showed that these “five Ps” could influence a customer’s decision to go with a particular brand. If not for these factors, people tend to perceive different brands as the same.

Of the five Ps, the most powerful, by far, is people. This explains why one outgoing electrical contractor was able to get away with bidding higher prices than his introverted son who worked in the same field. The price was higher, but the people were different. Studies show that customers will be loyal to a product or service when they like the people who represent it.

Made on Principle

This could be based either on principle or on one’s actual experience with a business or person. The fact that purchasing decisions are often made on principle explains why businesses often cave under pressure when the ownership’s viewpoints are not politically correct. On the other hand, an example of the power of experience is the fact that people will often pay more for groceries at a store with friendlier checkers.

Contact us for help with showcasing the differences in your company, brand, or product.

Start Up Branding and Marketing

Start Up Branding & Marketing

Michelle Cardenas writes this week about branding and marketing for start-ups. Read on…

You are ready to launch your new business. An incredible amount of time and effort has most likely gone into creating a business plan, securing funding, preparing a location and hiring staff. Did you think to include a branding and advertising strategy as part of the company’s start-up budget? If not you probably need to break out the calculator and re-budget if you really want to succeed. 

Remember, you want to inform the public that a great event is about to take place. A clever strategy will generate interest. The public will be waiting expectantly for your doors to open. By the time you open for business, there is a curious public with the potential for becoming loyal customers ready and waiting.

How Much

That is probably the most frequently asked question about advertising. Every business knows they need to invest in branding, marketing and advertising. However, the price tag for investment usually leaves business owners scratching their heads. There are different methods to derive at a number. However, with a new business, some of the factors to plug in to formulas are lacking. For a start-up, it may serve a business well to trust the advice of experts at Iowa State University. They suggest committing about 20-30% of your annual budget to advertising and marketing for the first two years. 

Branding Effectively

To brand effectively, use a strategy that contains these three key elements:

  • Storytelling that uses language delivery in the manner a human brain prefers for processing.
  • Philanthropic purpose is indicated as strongly desired by consumers in the latest data. Take a stand for a good cause.
  • Separate from the pack. This means defining what sets your business apart from the competition. It establishes why a consumer should prefer to do business with you above all others.

The Value Of Experts

Effective marketing and advertising is critical to success for a start-up. Don’t under-estimate the value of investing this mission to experts. Please contact us and let us expand your own good ideas into even greater ones.

How Branding and Advertising Form Your First Relationships

David Gusaas talks about how branding and advertising  form your first relationships.

“Friendship is so weird, you just pick a human you’ve met and you’re like ‘yep I like this one’ and then you just do stuff with them” – Step Brothers

Though they of course have their differences, businesses as a whole are not that different from people that we form certain types of relationships with. If we’re lucky enough, they are just as weird as we are, and we come together like a Catalina Wine Mixer. Though, maybe not like the one in the movie..

In starting a business, everyone wants to get to that sweet spot where instead of going out and knocking on doors, people are coming and knocking on yours. The easiest way to do this is through branding and advertising.

Not just understanding this, but taking action on this, requires a strategy that includes branding and advertising as part of your start-up company’s budget, with someone who understands the dynamics of how this works most effectively, while retaining and conveying your company’s unique quirks and personality.

“There are millions of people walking around, there are millions of businesses to choose from – however both of them must earn the right to have a relationship with you.”

This quote from former Ogilvy & Mathers CEO Charlotte Beers, emphasizes this idea that businesses function on a relationship basis, and in a way similar to how our relationships with people in our day-to-day life may become friendships.

Strategies like cold calling and other traditional transactional outreach are at times necessary and even effective to a degree. But without a cohesive human element, and a personality so to speak to attach to the company, a brand to form a relationship with, the transaction remains just that, and is easily replaceable by a newer or cheaper competitor.

The relationship formed by connecting in a human way with a brand that speaks to something in someone else’s own personality, whether it be a certain sense of humor, world view, or other similar sensibilities, leads to identifying with this brand and developing a loyalty to them.

Within this equation, advertising plays a dual role. First, it introduces the brand to people who would otherwise be unaware of it, and it reminds them of the brand afterwards. Additionally, through the type, style, and way you advertise, you further the brand narrative, and connect with potential customers and clients who you will then form a relationship with.

This touches only briefly on how branding and advertising are a vital investment and a necessary part of your company’s successful future, and there is much more to it, so please contact us today to continue the conversation!

Reminder for Small Companies: Keeping Your Brand Relevant, Representative, and Relatable

Bethany Pinzur is back and she wants to know if you are keeping your brand relevant, representative and relatable. Read on…

Whether your  brand is new or old, big or small, local, national or international, you must constantly review it, adjusting and updating as necessary. Keeping your brand relevant to the company, representative of how customers view and use your services, and relatable to potential clients requires consistent dedication.

This consistency keeps your brand current, avoiding the need for emergency revisions and moving the brand forward as the company advances.

Relevant

As your company grows, expands its services and client base, and takes on other new challenges, the brand must grow with it. Keeping the brand relevant to your company’s foundational principles, production and advancement strategies, and short- and long-term goals ensures three essential results:

  1. Effective marketing to new customers
  2. Focused energy toward company goals
  3. Consistent service to existing clients

Representative

It is imperative that your brand show not only how you view your company, but also accurately represent how your customers see and use your products or services.

  • Is the overall tone of your brand consistent with the context in which clients use it?
  • Does the marketing coincide with actual use?
  • Can potential clients get an accurate picture of the company’s personality as current clients know it?
  • Do brand value and promise measure up to customer experience?
  • In what ways does customer perception effect your brand’s identity?

Consistently asking these questions and eliciting client feedback to ensure honest answers keeps your brand representative of actual customer perceptions and perspectives.

Relatable

As an integral component of marketing to future clients, you must ensure that your brand is relatable to their needs. When they encounter your brand, it should clearly address three fundamental questions.

  1. Will this company help me reach my goals?
  2. Is this company’s methods compatible with mine?
  3. How can I best work with this company to my benefit?

If potential customers consistently find your brand relates to their needs and advancement, your company will continue attracting new clients and growing.

Conclusion

Consistently keeping a finger on your company’s pulse and revising the brand as necessary will naturally keep it relevant, representative, and relatable. This process, especially important for small or new companies, attracts new clients, keeps current customers satisfied, and results in consistent company growth. Want to learn more? Let us help!

Beer. Design. Beer. Branding. Beer. Beer. Beer.

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