For the past six years, I’ve dedicated myself to the craft of branding in all its elaborate definitions and executions.  SmartBrand (and this blog we’ve called SmartBrandBlog,has been my passion and focus throughout those years, and I’ve had the pleasure of working with truly talented people for some amazing clients.  Throughout my experience, it became apparent that my clients really all wanted one thing: a single source, turnkey effort for their communications through marketing, advertising, pr, web and social channels.

The problem was, quite frankly, within the term “brand” itself.  For me,  a “brand” is your business and personal communications strategy.  The same kind of detailed planning and strategy a competent attorney or accountant would bring to your business; you need for your integrated communications as well.  Branding is  strategic planning, competitive positioning and creative consistency that lives in every aspect of your business, from both personal and business perspectives.

Where does your brand reside?  Not on a well designed piece of paper;  but in the minds and hearts of your customers and prospects.  Their perception is really your brand, and not simply how you want to be perceived.  Branding is, at its very core, about building your own community of loyal fans and participants: people who love what you do; and why you do it.  Branding is so much more than graphic arts, media, or photography – yet it is at the core of all those, and so much more.

As a collaboratively structured company, SmartBrand assembled a pool of amazing freelance teams to meet client’s goals and needs; and we were pretty darn successful at it.  Still, the many individual interpretations of the term “brand” simply didn’t communicate the scope of our work and focus to a majority of our client roster.

Which leads me here today to BLG (Biggest Little Group).  A new, fresh, small, talented agency that singularly addresses and solves your brand’s communication needs.  A full service, turn-key, kick-butt group of professionals who have already worked together as partners.

I hope you’ll continue to check back with our blogsite as we talk about the many people, places, events and images we help our clients create and celebrate.  And certainly, please return to contribute to the love we feel for this amazing community – our Biggest Little City In The World.

Because you, the good people, amazing places, engaging events and lively discussions of northern Nevada – are at the very core of our agency brand.

Here at SmartBrand HQ, we’re undergoing exciting changes.  As a natural progression of our business model, we’re continuing to build on our own brand and services through finding new ways to help our clients achieve their goals.  Exciting new approaches have arisen from our team, all of which are being integrated into a new communication strategies and goals.

Throughout this internal process, we’ve continued to build on our client’s successes, while uncovering the opportunity to metaphorically “pivot” our primary business functions and goals.   We’ve read insights from many resources, and have found one to be of true value that we thought you’d find helpful as well.

In  Lessons Learned , Eric Ries coined the term “pivot”, and start-ups took serious note to develop companies that can quickly change directions, while remaining grounded in their valuable experience. With a focus on both the past and the future, this became a cry for the adaptation in business now considered required in today’s volatile market.

These pivoting brands understand that they may stray from their original vision, but not the practices and principles that lead each step in their development. A true pivot is a refocus of the past and not a brand new adventure.  More than a 2.0 version of the first concept, a pivoting company leans into the future with its past knowledge as the anchor.

Ries identifies eight unique pivots – each with their own focus and intent:

1. Customer Problem:   A customer pivot allows you to repurpose the same product to address a different problem for the same customer.  Consider Starbucks, who pivoted from selling coffee beans and espresso machines to brewing and serving drinks.
2. Market Segment: Take your existing product or service and use it to solve a similar problem for a different set of customers. This may be necessary when you find that consumers aren’t buying from you. This can also be more of a marketing pivot, than a product/service change.
3. Technology: Engineers often fight to take advantage of what they have built.  Their best pivot is to re-purpose the technology platform – to make it solve a more pressing, more marketable, or simpler problem.
4. Product Feature:  Take special care to pay attention to what your customers are actually doing, rather than what you want them to do. You may need to focus and remove features, or perhaps broaden features to offer a broader solution.
5. Revenue Model:  One pivot is to change your focus from a premium price/customized solution to a low price, commoditized solution. Another common variation worth considering is the move from a one-time product sale to monthly subscription or license fees. Another is the famous razor versus blade strategy.
6. Sales Channel: Startups with complex new products often start with direct sales and building their own brand. When they find how expensive and time-consuming this is, they need to use what they have learned from customers to consider a distribution channel, e-commerce, white-labeling the product, and strategic partners.
7. Product Vs. Services:  Products or services can be too different or complex to be easily sold. Now is the time for bundling support services with the product, education offerings, or simply making your offering a service that delivers a core product.
8. Major Competitor:  What can you do when a new major competitor jumps into your brand’s space? You can charge ahead blindly, or focus on one of the above pivot strategies to build your differentiation and thrive.

In each of these forms, change isn’t simply adding a new feature in hopes it will create overarching change.  Key to pivoting is identifying trends from metric data and real market experience, then finding the optimized product/service to fit the market.  The trick is to make this transition without leaving your core market, or worse – hurting your credibility.

Before pivoting, look for multiple data points.  As no product can satisfy every customer, no pivot should be made based on a single response from a customer, friend, or press source.  If your internal team is frustrated, that’s a perfect first sign of the need to pivot your business model.

Before you do decide to pivot, seek your investors and advisors help so there are no surprises.  As a brand in change, your ability to adapt in chaos is key to your growth – no matter what size company you are.

Is it time for your product or service to pivot its brand strategy?  We’d appreciate your sharing your experience with our readers!

Every business owner is faced with the similar options and approaches to handling their communications strategy and campaigns.  Most start by trying it themselves, because they believe they know their business best, and want to give a try at the “fun stuff” – like marketing and advertising.

Like many businesses, you might also consider hiring a full or part-time marketing assistant or consultant.  Before you do…ask yourself this: When your business needs electrical work do you do it yourself? Hire an electrician to be on staff full-time? Or ask your plumber to handle it?

Bring in the Experts.

Though simple marketing and advertising might seem simple enough to do yourself, nothing hurts as much as a costly misfire.  Not only will you send the wrong message to a very busy public, but your budget will likely suffer and you’ll be in no position to recover or redirect the funds and time wasted.  The fact is, no one can do the job as effectively and efficiently as someone who lives and breathes the industry everyday.

Seeing the forest and the trees.

With any luck, the consultant you hire will bring with them an objective opinion and a fresh perspective.  It’s easy for many business owners to lose perspective on their brand as they become immersed in daily operations.  When you’re managing the minutia of business, it’s easy to lose sight of the bigger picture.  Often, a business’ marketing will reflect this, and the actual benefits of a product or service is lost to a detailed description of its functions and product details.  All emotion is lost in the pitch, and as such, isn’t received by the intended audience.

If you add another ball, technically it is juggling.

Even if you give the added tasks of marketing to an employee, attention is being taken away from other important responsibilities and projects.  Consultants on the other hand, are dedicated to one, and only one, important portion of your business.  The right one will stay focused on your brand’s image and sales – allowing you to keep your attention on other important development projects and goals.

Be Like Gumby.

The right consultant will remain very flexible, and should be ready to take on an assignment at a moment’s notices.  The ease of getting a project started is just a phone call away from being put into production.  Conversely, hiring a new employee to handle your marketing takes time to advertise, interview, and sort through candidates – often to find you may or may not have committed to the overhead of an employee.

The C- Word

Hiring a marketing consultant or firm may not require a long-term Commitment.  When a marketing firm completes a project, they have the flexibility to move into whatever position you need, from quarterly analysis, to basic maintenance, to completely out of the picture while remaining on the sidelines when you’re ready to take a new step forward.

Whatever your stage in business, it’s worth your time to set clear strategic goals for your marketing budget – and spend it wisely.  Investing in a professional or team of consultants to help you execute your campaign will not only save you money in the long run, but deliver greater results for your investment.

Do you work with a marketing firm?  If so…we’d love to hear about your experience!

Brands today strive harder than ever to rise above the din of conversations to make lasting impressions on their target audience.  Aligning your brand with a social cause that is in sync with your values and goals has become an important way to attract and keep a growing fan base of followers.

After presenting to an organization of non-profits last week on the importance of branding for their marketing efforts, it occurred to me how many of them try to reach a broad audience with their specific appeal, rather than align themselves with business or personal brands that could elevate them faster to broader recognition.

Companies that are successful in partnering with their customers for social causes share similar traits.  They start by considering their consumer’s purpose and needs (not just theirs), then engage them in a series of truly meaningful experiences that make an impression for a lifetime – not just a moment.  That life-long impact creates a more meaningful bond with the brand, and ultimately results in benefits directly to the bottom-line.

Social cause marketing isn’t just another marketing fad, it’s an opportunity to re-think how you connect with your customers, and how you might create a process that delivers truly meaningful communications that have an impact forever.

Mutual Values

If your brand is clearly defined, you’ll have a core set of values you can easily communicate.  When you align those values with another cause that people already support, it’s another important validation that your part of their tribe and culture.  Social media allows us to show our support with a simple click, which is a perfect opportunity to open the door to a much deeper relationship.  By creating messaging and online resources that align with the right cause, you’ll not only increase your brand’s awareness, but you’ll drive action and inspire others to follow your lead – which in turn strengthens your brand’s online appeal.

Finding The Right Fit

Your cause doesn’t need to come by an already established formal organization or nonprofit.   The key is identifying a cause that your brand and others can eagerly support.  The key is to find a connection  between your brand and a cause that makes sense – especially to your specific audience.

Start by asking yourself what are the things your service or product is invested in for the long run.  What do you really believe in?  What type of belief would inspire others to buy your products/services and support a cause at the same time?  While the process may seem a little callous at first, it’s critical to take into consideration how to partner with your cause in a way that benefits everyone – especially your brand.

Align The Messages

Ask yourself a few key questions before you commit to a cause.  Where is your brand now, and where does it want to be? By aspiring to what you want to become, you begin the motivation for uplifting the partnership between your brand, and your cause.  Focus on becoming inspirational and sharing stories that can resonate with your specific audience, and entice them to share with their circles of friends.

What can your cause engagement do to really inspire people?  What stories can you create that will undoubtedly be shared with your friends and their friends?

Resist the temptation to insert your message into the cause.  Authentic cause relationships must be honestly transparent.  Once your audience gets an inkling of an idea that you’re using the cause simple to benefit your brand – the benefits vanish.

However, once you engage the right partnership and align your campaign messaging with their cause, you’ll create something that resonates with your audience…not simply more information for them.  Be sure to stay focused, and don’t forget to exercise control to keep your messaging on task.

Here’s Your Chance To Think Big – Really Big

The smallest campaign can catch a wave of support if it’s properly positioned and delivered.  Social media enables even the smallest cause campaign to go viral – and it doesn’t take much other than transparency and honesty to reach thousands of supporters with very little investment.   While you’re building that relationship, don’t forget to dream big, and inspire others to follow that dream.

Now is not the time to think solely about your brand’s engagement – dream of how big you might grow your cause related campaign and how best to work toward that together for everyone’s mutual benefit.

What causes is your brand aligned with?  Can you share an example of how cause marketing has worked for your brand?

If you’re an entrepreneur in today’s market – my hat’s off to you.  You possess the power to see opportunity where others see obstacles, and you know how to act quickly to take advantage of that window to success.  Time, in today’s economy, is more precious and fleeting than ever as our lives move faster with technology and communications.

Besides endless hours of hard work getting your business financed and established, today’s entrepreneur wears an additionally daunting cap – broadcaster and market leader.  Building a loyal following of customers and fans is more important today than ever before – and the channels to reach them are increasing in complexity and reach with each passing day.

In the heat of the hunt for immediate results, many new (and existing) businesses dash past the brand development stage, and march quickly into delivering logos, websites and collateral from limited or multiple resources.  Who has time to ponder the personality of the language used to describe your product or service?  People just want to know about it, and hopefully stop long enough to pay attention.

Breaking that pattern of rushing to market is a key component to building a solid communications foundation that will serve you and your growing business for years.  Spending the time creating and defining your brand platform with a team of professionals will not only save you precious time, but precious funds in the short and long-term.  If done right, your brand platform will influence every single business decision you’ll make today, and in the future.

So what are the real bottom-line benefits you’ll get from establishing a solid brand platform and strategy?

1. Stand Out From The Competition

So much competition, and so little time to compare for too long, the window of opportunity to connect with today’s consumer is ever decreasing.  We multi-task on a variety of devices, all while maintaining several streams of conversation and potential distraction.  “New and Improved” simply isn’t enough to attract and keep consumer’s attention today; you have to prove your real, authentic value in competition with everyone.  Truly standing out in today’s market is harder than ever – and reaps even greater rewards when done well.

2. Communicate Your Value Quickly And Clearly

With a solid brand strategy and well-defined personality and language, you’ll be able to  speak with clarity and speed.  While speeding down the highway in your car, your billboard will have but a few seconds to be attracted and memorable to a stream of potential customers.  The internet is like a highway as well; with similar rules of quick and clear attraction requirements.  Keep your message concise and most importantly – make it memorable.

3. Attract Both Customers And Investors

Ask any budding young entrepreneur today who is just beginning to develop business ideas, and they’ll confirm that a strong brand is something they must have to secure funding.  “Build It And They Will Come” is notorious as a poor rationale to develop a product or service.  As humans, we want to believe that our realm of experience is similar if not exactly like our target market’s… which is often not true.   Spending the time to clearly define your target market, and give them reasons to buy from you from their perspective and experience is a critical step to financial returns.

4. Enjoy Lasting Marketing Returns

A well-defined brand platform is one business strategy that gives back for years if executed correctly.  As the company grows, so do you expand on the foundation that was established through a formal branding process.  Without that foundation, you’ll likely change messages and tactics enough to never gain traction in any specific market; and waste critical resources of time and money while doing it.  Developing a solid brand promise also translates into better information for creative expression; saving you time, money, and the sapping effort of going through rounds of creative attempts and evaluation.

5. Grow Faster With Purpose

One of the biggest challenges facing small businesses is to stay on track. It’s hard to know which opportunities to pursue, and which ones to pass on. Particularly when you don’t have the structure and decision-making processes of a large company. A well-defined Brand should be used as a continual, actionable filter to review everything: products, partnerships, people for fit to your core values. If they don’t fit, even if they have merit, then pass.

Brand platform building, especially defining your target market and your unique positioning is a powerful need for every business.  Many businesses see the branding process as a challenge, and not an advantage.

How do you see branding in your business today?  Is your brand platform clear to you and your market?

Courtesy of Gary Weinhiemer

In a blazing display of community engagement and social media support, Reno’s Veterans Guest House was recently presented with a check for $250,000.00  from The Home Depot Foundation’s “Aprons In Action” Facebook contest.

During the Aprons in Action Contest, which began in April 2011, The Home Depot Foundation’s Facebook page served as a platform for 44 non-profit organizations to earn funds totaling $1 million through Facebook votes and to generate further awareness of their community efforts.

Through Aprons in Action, each nonprofit heightened its visibility both locally and nationally.  As a result, the nonprofits have been able to establish new community partnerships; have experienced an increase in volunteers lining up to help; and have seen exponential growth in Facebook fans and followers.

As Noreen Leary, C.O.O. of the Veteran’s Guest House noted: “We went from 325 likes on our Facebook page on 2/1 to 1540 likes today. Wow!!! Engagement unbelievable. Those 1500 have 340,000 friends. So the viral reach is amazing.”

While fundraising through social media isn’t anything new, this specific achievement is an important development from several perspectives:

First, and perhaps most notably, the local non-profit received 75% more votes in comparison with other much larger communities like Detroit, New Orleans and  Salt Lake City.  Think about that: Reno is a community of approximately 220,000 people who didn’t just beat, but crushed the engagement of cities like Detroit with 920,000 – four times its size.

While Reno had suffered years of poor brand image and perception, and has endured a tragic year of natural and man-made disasters, the community rallied online to support a small non-profit at its core.  Not only did the northern Nevada residents become daily participants in this contest, media support was unrivaled with television, radio and news channels seeking even greater community support.

Secondly, Facebook’s power to connect community and focus attention on a hyper-local basis has become a centerpiece of fundraising for nonprofits of all types.  Who can deny the potential to engage community donors in an effort that simply requires a moment a day to participate?  How many new individuals and supporters did the Veteran’s Guest House gain from this contest – and how will that affect their long-term fundraising strategy?

Finally,the benefit to Home Depot for engaging their online community through charitable support positions them as a “caring brand”, who increases their online reach and broadcast range into much deeper, more meaningful ways.  While their mission is to ensure that every veteran has a safe place to call home, they’ve committed nearly $30 million dollars over three years, in addition to the volunteer skills of thousands of Home Depot associates to activate their individual communities.

Clearly, Home Depot has a winning campaign through the Aprons In Action social media contest.  More importantly, they have established their brand as a community builder and donor – a uniquely engaged position that their competition can not compete with or claim.

In today’s ever competitive brand marketing arena – positioning your brand as an engaged community donor and supporter may be the key differentiation that leads to greater acceptance and awareness.  That alone is worth every penny donated (and tax deducted) from your business.

Isn’t it time you considered a charitable donor strategy for your business?  How can you go about creating a similar impact like Home Depot’s contest? 

One of the important challenges we face as a communications team is convincing new and old companies that having a formal, written, focused marketing strategy is and essential foundation for success.  You’d think this wouldn’t be all that difficult to accept from a logical perspective; planning is key to reach any of your goals.  Yet, we’re constantly surprised at how few do have one, and how many say they do… but really don’t.

Focus, in marketing, is critical.  The risk of losing focus is failure, and often signals the end for a brand.  But how do you go about focusing and developing a cohesive, integrated brand marketing strategy?  Our advice (obviously) would be to hire a professional to help you… unless you have a strong background in marketing; let alone advertising, public relations, social media, and web development.  All of these important brand strategy tools are there for you to consider, and strategically plan into an actionable list of tactics and to-do’s.

If you don’t have the experience or funds to invest in a professional’s guidance and help, strategizing and defining your unique communications is more than challenging – it’s nearly impossible for many entrepreneurs and emerging brands.  Although you may not have the resources to hire a professional or agency, the need remains, and many businesses close their doors because of scattered and unfocused brand strategies.

There are a few mistakes that continue to reveal themselves when investigating our client’s unique brand stories and goals.  If you can identify any these trends in your communications, consider that it might be time to adjust your thinking and plans:

Serving Too Many Masters.  Focus your attention on one, possibly two messages at any given time.  Consistency is key – in both appearance, tone, and frequency.  If you can’t clearly communicate your value in various time frames you’ll encounter from the elevator pitch to the hour long lunch, you’ve not defined your brand clearly enough for anyone to easily understand.

Not Everyone Is A Fan.  In fact, few people will be fans as you introduce and continue to communicate your brand’s services or products.  If you’ve not defined your target market with extreme precision and detail, you’ll not spend your time or money wisely with a shot-gun approach.  Your unique enthusiasm for what you do, and who you serve needs to be carefully tailored to be in the tone and mode your very specific audience is welcoming.

Cheap Is Not Always Good.  That 150,000 coupon booklet opportunity might seem like a great media buy – until they scatter your brand in the wind after delivery to your neighbors doorstep.  Randomly choosing media options that appear to be a good deal is not part of a targeted media campaign.  While great deals happen, you need to have a media and communications plan (PR+Social Media+Advertising) that broadcasts your message to a very specific audience. Start with a 90 day commitment at a miniumum with good frequency for that specific media channel.

Not Following The Herd.  Investing time mingling in social circles that your brand should be known is, including networking events and social media channels, may be one of the most effective use of time and money for your brand’s success.  Even the largest national brands maintain strong social presences in their specific industry’s circles.  Once you’ve got a solid brand strategy and communications plan in place, it’s critical to network your way to larger circles of connections – and opportunity.

Don’t forget – the 80/20 rule still applies in brand marketing today, especially with tighter budgets and more communication channels to choose.  Time is still money – and spending both are critical first steps for any brand – no matter what its age.  If you find you’re in need of direction with this critically important step in branding, please contact us.

Focus your brand’s strategy on an innovative, integrated communications plan – and get started on the path to greater rewards for your investment of time and money now.

For those of us who help create and manage social media campaigns across many platforms, changes to any social media channel’s format often present a host of challenges – and opportunities.  Once you’re past the angst of having to deal with an entirely new format, it’s time to think about ways you can leverage this new development to your advantage.  Here are just a few creative ways you can use Facebook’s new Timeline layout to elevate your brand:

Design Creative Cover Photos

Like an overpowering billboard, the new 851 x 351 pixel “cover photo” is up to you to plan and use effectively.  With a little creative elbow grease, you can transform this expansive area into something downright awesome.  Not everyone is capable of graphically designing with the complexity of the space provided in mind, let alone using the free online opportunity to their real advantage.

Yes…there are rules to using this space to Facebook’s specifications.  This is not a space for commercial use.  Inviting your visitors to like your website, or tell your friends about your business is not allowed.  Nor can you include such things as price or purchase locations – and don’t think this is a place for your business address and contact information.  But do think of it as a first impression to your brand’s overall image, a visual “hello” to old and new fans.

Don’t let that discourage you from promoting your business.  If you’re stumped, take a moment to review these examples of effective Facebook Timelines. 

There’s no reason you can’t use your timeline area to promote the benefits of your brand – and change the image out frequently to keep your Facebook audience interested and engaged in your ongoing progress.

Pin Or Star It For Emphasis

Some information on your page may be promotional in nature.  Pinning your posts to the top of your page will keep that one special post at the top of your timeline for an entire week (7 days).  If you’re running a business promotion or have a conversation that’s become extremely popular, pinning your post to the top is one way to control the content on your timeline page without the previous landing page options.

Pinning is easy:

On your Facebook fan page timeline, choose the post you wish to pin to the top.

Hover your mouse over the top right hand corner of the post and the pencil will appear with the options Edit or remove.

Click to Enlarge Image

Click the pencil.

The menu will now appear with the option to Pin to Top.

Select Pin to Top.

Another Timeline option Facebook as enabled is the ability to “star” posts – enabling them to be given preference in your timeline.  A starred post will expand to display across the full-page of your profile – a wide 403 pixels.  Consider starring messages that have great images of your brand, or even you, to emphasize its importance to your audience.   Here’s a great example that includes a video in the post – for a wider screen appeal:

Celebrate Your Brand’s History

Facebook’s Timeline features “milestones” – a great way for you to make special note of your brand’s development over time.  Did you start in a garage only to grow into an office?  We’re products or services added to your company mix that were new to your business sector?  Milestones are a great way to tell your brand’s story in historical order.  Don’t forget to  make note of any awards you’ve received, sales goals achieved, or new campaign launches that may have been memorable.

Here’s another good opportunity to engage your employees – and even your fans to help you identify which milestones they feel were most important in your development.  You might even be surprised by their answers and insights!

This tactic works especially well for older brands with rich histories that have been ingrained in our culture.  Take for example Ford and ESPN – both of whom share old television campaigns we may likely remember (if you’re old enough!).

    One consideration  here is to review all of the past content your brand has used, and integrate them into your timeline as historical milestones.

Create A Contest

One of the first and most talked about Facebook/Timeline contests has been from Red Bull.  The socially savvy used their own timeline as a platform to launch a well received scavenger hunt.  By searching through the brand’s timeline, and learning about their key milestones, clues were provided to win the contest.  A simple and effective way to both educate and engage a loyal following of growing fans.

Or, for example, take Coca-Cola – who has hidden clues and riddles in their posts on their Facebook page.  Once unlocked, it takes you to a third-party website; an easy way to track the promotions click-through rates to prizes.

There’s no doubt these are just the beginning of many creative applications to come from agencies and brands around the world.  As the administrator of your brand’s Facebook page, it’s time you started thinking about ways to creatively use it to your unique advantage.

How are you planning to use it for your brand’s page? 

In their third attempt to reinvent a classic American brand, JC Penney has forged a new approach in all of their communications.  As for the company’s new red-white-and-blue logo, the new brand image evokes our nation’s flag and promises a commitment to treating customers “Fair and Square”. The square frame imagery is prominent  throughout all of the company’s marketing to remind customers to frame the things they love.

Needless to say, it’s critically important that the company solidify it’s relationship with decades of loyal customers while appearing new enough to attract new brand fans.  To help do this, the company will begin delivering millions of copies of its new monthly book, including nearly 100 pages of highlights for that month.  JC Penney stores across the nation will undergo a complete overhaul of in store signage and retail presentations.

The company’s president Michael Francis notes some important aspects of this critically important brand relaunch:

“We are redefining the JC Penney brand so we become a store for all Americans, by offering an experience they cannot get anywhere else. This will start by freeing consumers from the barrage of promotions and undifferentiated shopping experiences they have become used to and replacing it with something entirely fresh and new that is evident in every aspect of our store – new brands, new marketing, unique attractions, and much more. Beginning on February 1, our customers will see immediate changes that give a sense of how we will transform JC Penney over the next four years. It will be a breath of much-needed fresh air and give them reasons to visit JC Penney more often than ever before. Our objective is to make our customers love to shop again and across JC Penney, we’re very excited about the changes to come.”

In what could only be considered a brilliant move, the retail giant aligned itself with an intensely popular celebrity that reaches a younger, female demographic – Ellen DeGeneres:

Beyond a series of light-hearted spots, the brand focuses its efforts on providing value again to its consumer base.  The promise of “Fair and Square” has become the company’s brand promise – reflected in every aspect of their marketing.  While the promise is more than serious, the approach has been fun and engaging – putting a truly new spin on an old retail brand.

Beginning this August, the company will begin a month-by-month, shop-by-shop strategy to update all stores with new and exciting merchandise and presentation. Two to three shops will be installed monthly, each and every month, over a four-year transformation period, including the debut of “Town Square” during 2013. All of these re-branding initiatives will  complete the company’s physical transformation by the end of 2015.

Response to JC Penny’s new brand position has been largely popular…but what do you think about it?  Will it create the kind of interest to reshape your thinking about the brand, and get you to give it a try again?

If you listen very carefully, you might hear it… the groans from small business owners all across the land when the phrase “Content Is King” is mentioned to them.

As true as that saying may be, most of today’s consumers go directly to search engines to answer even the slightest of trivial questions.  The mistake that most businesses make today is that they churn out content every day, but without making it part of their overall communications strategy.

Content publishing should focus on two simple goals: educating and building trust.

Content strategy is delivered through very specific content forms, and not volume alone.  Every business today is publishing content, and today is the day you need to think like a publisher.

How best to build trust with your audience?
Blog: There’s no doubt that blogs are the best starting point for content strategy as they allow for simple content production, and syndication of your message.  Search engines gobble up blog content.  Blog content can easily be delivered through other channels like e-books, workshops and guest articles.

Social Media: Step one – claim your stake with profiles on sites like Facebook, LinkedIn and Twitter.   But don’t let that stop you.  Take it to the next step by claiming your place on communities like Entrepreneur, Inc., or even Business Week.  Creating these profiles and optimizing links back to you site plan an important role in content strategy publishing.

Testimonials:  Third party testimonials may be the most powerful tool in your publishing arsenal.  Seek testimonials in a variety of forms including written, audio and video.  Share them on sites such as YouTube and Google+ to continue to build your publishing portfolio.

Reviews:  Depending on your specific business, sites like MerchantCircle, CitySearch and Yelp! can offer positive user referrals.  While never in control of reviews, overlooking them may prove more harmful than bad reviews.  One thing is certain, you’ll need to actively monitor these channels at all times.

Consider these two easy ways to educate your customer with content.

Seminars:  Today’s consumer wants their information neatly pre-packaged for easy consumption. Seminars, workshops and presentations are everywhere – both online and offline.  Once engaged, these channels provide a great opportunity to really engage your audience.  Taking your white paper or ebook and turning it into a 30-45 minute, value-packed presentation may be the most cost-effective way to both engage and convert casual leads into loyal customers.

White Papers & Ebooks:  In communicating their brand story, documenting the values and views are effectively done in the form of a white paper or book.  This content needs to highlight the businesses truly unique values including why it exists, what it will accomplish, and ultimately – it’s special purpose.

This is certainly a short list of ways and channels for you to reach new, actively engaged customers. What are others you might be using that are working for you?

Once you’ve developed your specific system of content publishing that works in unison for your brand, maintaining and growing our channels becomes a fun and welcomed task, instead of one to dread and avoid.

Since the very dawn of man, we have gathered around fire to share and communicate.  Today’s complex network of media channels have replaced the tended campfires of old, but the process of communicating via emotionally engaging and meaningful stories has never changed.  Even with today’s technological advances, we crave the basics of meeting our needs through sharing the emotional journey of a good story.

Everyone can agree that, at its deepest core, great marketing and advertising is basically good storytelling.  The most memorable ads whisk us along a journey that appeal directly to our wants and desires.  The fire in messaging is sparked by connecting your product or service with the desires and emotions of your specific audience.  When that emotional connection is made and the timing is right… the story brings a flood of emotion into their reality.  Reality is much more than an advertising promise – it’s an experience they’ll come back for time and again.

Today’s marketer has a much bigger toolbox at their fingertips to help communicate these engaging brand stories.  In combination: online/offline ads, events, websites, retail spaces, public relations and social media, all play key roles and share the brand story telling experience.  Really understanding exactly how and where to target your customer…where they routinely and comfortably consume media and would welcome your story, is key to effectively positioning your brand’s story.

How do you craft a successful brand story?

First…you must understand how your brand’s services or products really connect with your customer’s basic emotional needs.  Everyone has deeply rooted emotional needs on a variety of levels, your job is to connect the benefit of your brand directly to that deep desire.  Even if the need is not physically oriented, nearly everyone seeks prestige, acknowledgement or pride.

Once you honestly understand the subtle values and emotions you’re connecting your story to, research to learn two things:

1) What media your potential customer may physically be exposed to your story, and

2) What is their emotional state is at the time their engaged with that media. This is critically important, because no matter how engaging your message may be, if it’s not delivered at a time that is open for reception, the message won’t resonate at all with your target audience.  It’s one of the simple, basic needs we all increasingly have in today’s mash of brand stories.

Finally, make sure your brand story is consistent about your story – no matter what campfire you may be gathered around.  Inconsistency in the subtle nuances of your story degrades the power and impact of your emotional connection – especially if it’s changed again and again over time.

Every brand has a story… including your personal brand as well as your business’ product or service. Engage your customers with an captivating, emotionally connected story that speaks to their specific desire, and you’ll begin a conversation that will develop loyal fans, referrals and sales for years to come.

Do you have your brand’s story written out in detail?  Is it as concise and engaging as it can possibly be?  Do you really know if it’s resonating with your audience? Or are you honestly just guessing because it resonates with you? 

If you’re confident you can consistently engage your audience with an emotionally connecting brand story  – you’ve taken the first important step toward building a growing community of loyal fans and customers.

I’m constantly amused by the fact that the business we’re in is often the most confusing and misunderstood – and yet it’s the goal to clearly communicate our value to business.  After all, branding is developing the strategy and communications foundation for marketing, advertising, public relations and social media.  And yet…when you suggest to someone they could stand to re-brand themselves or their business – the first think they think of is a new logo treatment.

The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

With that rather broad description of our craft, it makes sense to understand that branding is not just about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

The objectives that a good brand will achieve include:

• Delivering your message clearly and succinctly (i.e. the “30 second elevator pitch”)
• Confirms your credibility and uniqueness in your market
• Connects you emotionally to your target prospects your target prospects, motivating them to action
• Establishes customer loyalty to the point of referrals to more prospects

To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact – or “touch points”.

It’s true that your brand resides within the hearts and minds of customers, clients, and prospects. It is also true that your brand is the sum total of their experiences and perceptions, some of which you can influence and some that you cannot.

And yet… most businesses skip this critical step when marketing their product or service.  It’s critically important to spend time investing in researching, defining, and building your brand – BEFORE you begin to communicate it to your eagerly awaiting public.  After all your brand is the source of a promise to your consumer –  it’s a key foundational piece in your marketing communication and one you do not want to be without.

Take the time to clearly define your brand’s true values (not the ones you think it has) before you begin your outreach and communications.  It’s not only time and money well spent, but will save you countless hours defining and redefining your brand message in the future.

We have a tried and true process for helping you define your unique brand – or even reposition one that you’ve built for years.  If you need help, we’ve got the experience and team that’s just right for you.

Spring is in the air, and this is the time of year businesses are energized about meeting and exceeding their goals.  I like to call it “new better bigger stronger” season.

It’s also time that many businesses consider a change in their marketing efforts and presentation overall to help reach new prospects and customers.  Many brands go as far as consider developing a refreshed positioning message overall to upgrade and uplift their communications to new potential clients.

If you’re one of those thinking hard about your brand’s real position in your market today, there are a few simple steps you can take that will get you down the path to a good start:

1. Conduct A Comprehensive Brand Audit: Take the time (and a survey) to listen in on how your prospects, customers and employees/vendor really perceive your brand.  This feedback is critical to discover any “disconnect” between what you think you’re conveying, and what they’re perceiving.  Once you find the gaps in your strategy, you can make appropriate changes for resolutions.

2. Take Time To Create Your Brand Architecture: It’s important that you take time to really define your unique value position, and prioritize it’s very specific features and benefits. Now is also a good time to define some important keywords that you’ll target your communications with for search engines and your various audiences.

3. Develop A Brand Strategy: Take the findings of your unique architecture and match that messaging with your various target audiences.  Make a list of where you plan to find and engage them, and what type of media or marketing support you may need.  Consider every possible media channel you can think of, from public relations and social media to traditional and interactive media.  Write them down and make a list!

4. Create Your Brand’s Story: By developing and writing out your compelling story that addresses your brand strategy, you’ll begin to be prepared to communicate with your market.  Be sure to think from your target audience’s perspective, and not from you own as an owner or employee.

5. Determine Your Brand’s Visual Requirements: Now for the fun part – from selecting colors, type styles and logo characteristics, you must visually reinforce your brand at every step of the way. Perhaps it’s a tweak of your existing logo that’s in order to update it, or an entirely different visual brand is needed – now is the time to make and execute on that part of the brand process.

6.  Develop Your Brand’s Operational Requirements: From logo use, to how the phone is answered – it’s important that you communicate the tone of the first five steps to every single person you engage.  Consistency is key to branding – and you now have the power behind your brand to communicate it with confidence.

Complete and document these steps with care, and you’ll not only see how you stand out from the competition, but you’ll be laying the foundation to grow faster than competitive brands in your same category – even in your same smaller community.

The biggest brands in the world know from experience that a well-defined business brand will generate more leads, rapidly accelerate their sales cycle, and create solid returns to their bottom line in faster time frames.  No matter what size company you are, the same principles of success apply to you.

If you’re like most of our clients and need help clearly defining and positioning your brand, we’re here to help.

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Unless you’ve been huddled under your own little social media rock without outside contact, you’ve probably heard of Pinterest by now.  Considering its staggering audience growth as the brand is exponentially building a following from today’s 7.2+ million active participants.  Launched in 2010, the Palo Alto based company has secured a solid place in today’s online marketing mix; especially for very specific, key demographics.

It would be impossible to review all the potential uses of the largely visual platform in one blog post, but suffice it to think there are some basically good reasons you should explore adding Pinterest to your social media marketing mix:

1. SEO Goodness:

With each image/photo you publish on Pinterest, you can link back to the image’s original online location, which in turn can help your search engine rankings.   Links back to your website on various boards do count toward your inbound link strategy.  Be sure to use easy keywords in your descriptions to aid in making it easy for others to locate you online.

2. A Viable Social Media Channel:

I know…we all agree…how many social media channels can one person, let alone business, keep in motion successfully?  The options without professional content help can feel overwhelming, to say the least.  But… it’s called social media marketing for a reason; with Pinterest now playing an increasingly important role for some brands to be visible, and connected to.  Unlike Facebook and Twitter, this channel takes little time to develop and maintain – and is simple to navigate and use.

3. Reach A Specific Target Audience:

Pinterest itself says it best: Redecorate your home! Plan a wedding! Find your style! and Save your inspirations!  Clearly – the main audience on this channel is female, and interested in sharing their many stages of lifestyles and dreams.  But that’s not the only audience on Pinterest, just the most prominent.  Your audience is likely there and just now developing into a cohesive chain of professionals and individuals with your specific likes as well.   The better news is, it’s viral.  Once you’ve been “repinned”, that audience is now connected to your visual identity or interest – and on your brand goes without much effort to like-minded/friendly potential followers.

4. Bonus Bennies

It’s easy to use. Known social contacts from other channels will join you and help spread your brand images (personal or professional) by “re-pinning” and sharing with their network of friends.  Although you do need to keep an eye on your Pinterest site(s), it’s much easier to simply pin images with brief notes and links than having to write a blog or maintain conversations and comments (like Facebook and Twitter).

Jump in to Pinterest, and start discovering your own path to the benefits of this free, new social channel. While you’re there, stop by and say hi.

Oh that blogging were as easy as pushing a button on your computer… and voila! – you’re published.  If you’ve ever had a blog, you know it can be a challenge to maintain and keep relevent.  Over time, you’ve likely abandoned it, and felt a little pang of guilt for not tending to it.  If you’ve not – then you are among the very few who have started and maintained their New Year’s resolutions.  Good for you! (However few of you out there).

While it may seem tedious and self-imposed, blogging really does provide a foundation for authority for any brand.  There is no other vehicle quite like a blog to help establish your authority in the market, while providing content that both engages, and excites your specific audience.  Think of it as owning your own broadcast station – and you’re controlling the programming (and advertising).

If you’re not creating content…you’re losing precious time establishing your brand in your customer’s mind, and certainly not keeping up with search engine optimization requirements today.  Everyone has some kind of specific viewpoint they can bring to blogging – and many voices are yet to be heard in this continually expanding part of today’s marketing mix.

Consider this:

You’ve got a uniquely personal brand, but nobody seems to know much about you?
Perfect – blog.  Do it ritually – twice a week for starters, more when news or the Muse strike.  Reward yourself as your audience grows…and keep at it.

Your blog let’s others learn how you can help.
If you simply blog about what you know, what you’re passionate about, and what you’ve done – others will feel as though they know you. Put that in your personal branding quiver.

Great blogs create buzz.  Great buzz creates recommendations.
Connecting to others with content they can share is the key to helping spread your brand with the most powerful marketing tool of all – word of mouth.

Integrate.
Sharing between social media channels today is easy, and a quick way to make your content simple to link back to and distribute.

Writing is cathartic, and authentic.
While often a struggle, writing provides insights into your personality and traits that are difficult to communicate in any other media.  For that, readers may reward you with following you.  What could be better than to have your own army of brand advocates ?

Blogging is here to stay.  Really…it is.
Journalism will not die anytime soon – with blogging taking a key role in the distribution of information and interests.  Don’t be left out of those conversations.  Get your brand’s unique perspectives known to your audience today, and establish a basis for referrals later.

It’s true – you may not have time to blog as much as you need – or as much as you’d like.  There’s a simple solution to that – hire a content developer or social media team to help you do it for you.  It’ll be worth your investment and in the long run, return with big dividends.

More often than not, companies approach us to “re-brand” them when in fact, they’re simply looking to have their logo updated.  Logos are just a small part of the brand experience – but often the first impression.

A memorable logo is a key element to the visual appeal of a product or service –  but it’s not an all-encompassing expression of the business personality and culture as a whole (the brand).  However brief and seemingly inconsequential, what you convey in those first seconds of contact has lasting effects throughout your brand’s relationship with your customers; perhaps for years to come.

Many companies simply undervalue the process of determining the element and style of the logo for their own brand – some making the easy mistake in believing that what they like personally, their market will embrace it just as enthusiastically.  This “I like it” approach is often myopic, and ultimately unsuccessful.

In a digital world that offers up a barrage of logos in a variety of media contexts every day, how do you develop a logo that uniquely represents your core values and personality?  It’s a daunting challenge… even for the most skilled of designers.

In the most myopic of examples, a “re-branding” client may have gone to their cousin’s friend (who “took-some-graphic-classes-in-college-and-is-pretty-good-at-that-stuff”) to design their brand image (logo). Or perhaps they’ve even purchased an inexpensive copy of an obscure graphics program to tackle it themselves.  Usually, these early mistakes are made by entrepreneurs who are concentrated on the fundamentals of running their business (and saving money) – with their brand’s imagery taking a distant last in their list of priorities.

This short-sighted approach to developing a strong graphic brand identity nearly always results in eventual failure.  I like to compare it to cutting your own hair.  It may look great when you look in the mirror, but don’t ask anyone to critique your expertise by the back of your head.

So what makes a great brand logo?  Many things – including taking the time to truly distill the essence of the product or service down to one or two very core values.  Color, of course, evokes a realm of options that can set moods and express silent meaning.  Typography, of course, can be a major factor in determining the culture and style of your look.  And certainly, thoughtful, simple, evocative design is always the foundation of expressing a great idea graphically.

How do you increase your chances of creating a truly great logo?  Keep these three easy factors in mind:

1. Hire A Professional

Sure…you might save money designing it yourself – or having your cousin’s friend do it for you for practically nothing.  Be forewarned: what you’re likely to get may not endure the test of time – let alone the test of technology.  Understanding the technical aspects of designing for your specific media takes years of successful practice and knowledge.  Spending your money on a professional designer who can show you widely varying styles that can be easily used in any media will be one of the best investments you’ll make in business.  Don’t forget – just because you have creative software and can type does not make you a designer.

2. Strip It Down

Everyone has a name (except brands we’ve helped name).  Everyone has competition (if you don’t yet…you may soon).  How are you going to express the difference in your product or service with a single, brief glance?  What visual values set you apart from your crowd?  What can you express in color, typography and design that is a simple, elegant statement of your brand’s core values?

It seems easy…but start by making a list of three words that explain you perfectly, and you’ll see how hard it is to decide on those words alone.  The best logos are usually the simplest in their expression of an innovative, memorable concept.  Start with as many concepts needed until you can combine, and possibly simply just one into the most elegant expression of them all.

3. Express Your Brand’s Emotion

Whether a complex concept from the technology sector, or simple line art in one color – your logo must strive to evoke emotions worth remembering.  If it doesn’t, it will likely get lost in a sea of other logos that may be suitable for stationary (for example, the hyper-generic logos above) – but lack the originality and ingenuity to make them truly memorable.  If your logo does nothing else, it should be memorable from others in the same category.  Uncover that unique value – then capitalize on it for yourself, and entertain your customers with your clever ingenuity.

Designing a great logo isn’t something everyone can do.  If you take the time to consider your brand’s core values well before you start to design – you’ll take the first important steps down your own path to the most effective expression of your unique brand.

It’s become a mantra of the new economy: No one is looking out for you… but you.  You are the only one in control.

Self-security is the new entitlement in today’s new economic climate because we simply don’t trust anybody anymore.  We’ve been misled by mortgage brokers, regulators, rating agencies, banks and CEO’s – to name a few.  To the point, in a recent Money Magazine poll, half of the respondents said they no longer trust their financial advisors.

Personally, I find that a shocking statement, and one that you should take into consideration. If this is now an age of distrust, then “no one is looking out for me except me” is an important consumer insight.

Give your customers a choice.

Does your brand address that core need in a way that honestly separates you from your competition?  More importantly, we all need to do what we can to give our customer a sense of control over our product or service simply by giving them a choice.  By exercising their own choice, your customers will inevitably feel a sense of control over their own environment. But… be careful not to overwhelm them as two options may be more than enough.

Encourage your customer’s to talk.

Pry the door open to conversations – whether in person, on the phone, or even online.   Be sure to do the one thing they need most – ask.  You’ll be amazed that they’ll not only tell you what they need, but feel a sense of relief and confidence in doing just that for your brand.

Make sure they have something to do.

Nothing counters a growing sense of vulnerability faster than taking action.  What if you offered a free seminar about online selling?  How about addressing ways to make your product or service have longer lasting value?  Perhaps you can offer up ways for more budget conscious options?  The basics of human behavior are in motion – and it’s your job to empower them for your brand. .

The bottom line is – if you give your customers a sense of certainty and control, they will repay you with their enthusiastic loyalty. G

One of the hardest challenges in our business is simplifying our client’s message to its core emotions and values.  It sounds so simple, and so many think they can do it for, and by themselves.  It’s more than a challenge to focus on the simple value of a product or service, than address the complexity of the market environment, and the barrage of messaging customers receive every day.

In 25 years of helping people craft and deliver their company’s message, there’s one simple, important step that is often passed by.  Simplifying the message.  Stepping back for a moment and saying with intent – How can we make this simpler?  Then start stripping away at each and every word and thought until you find the very core basics left.

I can guarantee that your target audience will not only be more responsive, they’ll consider your message a welcome lifeline in a sea of complexity.  What is most confusing to them is a result of giving them too many options at once, then not clearly helping them make a choice best suited to their specific needs.

In order to be simple, you must first go to the extremes of complexity – and peel back the hyperbole and marketing speak until you reach the core message that speaks to solving your customer’s problem – or enhances the basic values of their everyday lives.  Then…the message will resonate like none before.

The difficulty is in taking yourself out of your current thinking – and stripping away the constructs you’ve built about your product or service that you’ve convinced yourself is exactly what your customer wants.   Your perspective counts, of course – but your customer’s counts more.  Without polling or engaging them one-on-one, you’ll only guess at how your brand is perceived – and how best to communicate what can best be sold.

No matter what stage your brand development is currently in – whether a start-up or an established product or service – you’ll be well served by taking a moment to step back, and simplify your messaging.

If you’re challenged in doing that by yourself – call on us – and we’ll help you through the process to your success.

If you’ve searched for anything on Google in the past few days, you’ve likely noticed a difference in the results you’re receiving.

On January 10th, the company released what may be the most dramatic change to it’s search algorithm… ever.

According to their release, “We’re transforming Google into a search engine that understands not only content, but also people and relationships.”

In short, your Google search will now be delivered in three criteria:

1. Personal Results, which enable you to find information just for you, such as Google+ photos and posts—both your own and those shared specifically with you, that only you will be able to see on your results page;
2. Profiles in Search, both in autocomplete and results, which enable you to immediately find people you’re close to or might be interested in following; and,
3. People and Pages, which help you find people profiles and Google+ pages related to a specific topic or area of interest, and enable you to follow them with just a few clicks. Because behind most every query is a community.

One thing is certain – the rules of SEO have been altered by this change…and content (as we’ve all been saying for the past few years), truly IS King.

SO…are YOU creating content for your audience?  Content they’re engaged in and responding to?

How will this affect YOUR brand?  What do you think are the benefits and drawbacks of these new search term results?