My favorite definition of “What is a brand”, from the hundreds I’ve seen in my career is simply, “a promise made and kept”.
As brand owners and agency partners we tend to devote a disproportionate amount of our energies and budgets to the definition and communication of the first half of this description, the ‘promise’. Whether the reality of purchase, consumption and after sales service lives up to the expectations we have created through our strategy and marketing communications isn’t really our primary concern, is it? Well, it should be!
Today’s branding landscape is richer and more complex than ever before with the traditional 4 P’s just the beginning of the new marketing mix. Consumers engage with, shape and market their favourite brands on their own terms. They do so through channels and media which make absolute control over every aspect of a brand’s experience nigh on impossible. Brand marketers no longer have command over every lever and facet of the brands they seek to define, drive and deliver and this has a profound implication for the skills they must possess in order to be able to follow through on the delivery of their brands to meet the ‘promises’ they so carefully craft and communicate.
In the hey-day of brand marketing months were spent poring over research and segmentation studies; fine tuning the wording of brand keys, onions and pyramids and placing brand communications with accuracy that would make the US military proud. This model and the skill set that went with it is no longer effective or valid.
Truly successful marketers in the new branding era have to act as brand choreographers for their brand with both internal (customer service staff, HR departments, sales force etc) and external audiences (customers, agency partners, suppliers and distributors).
Like a great choreographer they must provide the artistic vision, inspiration and meaning in their work. They must ensure consistency, coherence of performance and connection with the audience.
So less analysis and more engagement. Less tell, more ask and less dictation and much, much more inspiration.
It means we have to get out of the marketing department and reach into areas of the business hitherto untouched by the fancy dans of marketing. If marketers are going to ensure flawless delivery of their brand promise then this promise must first be understood internally so that it can then be delivered consistently. Sales force briefings; training (and listening) sessions with front-line customer service staff; influencing recruitment specifications through HR and heaps of internal communication about brand performance and the remedying of any consistently weak aspects of brand delivery are the types of activities that need to be undertaken with as much gusto and enthusiasm as meetings to review advertising creative or brainstorm new product ideas.
Budgetary control was traditionally how marketers exerted their influence within the business and also with agency partners, but this just doesn’t hold sway any more. Instead they have to become diplomats and ambassadors for their brands, moving around the business to ensure brand values are lived; communication is single minded and the voice of the consumer is heard.
This skill set can already be seen in evidence at today’s most progressive marketing companies where the brand is a living organism and the marketers behind them choreograph their performance like a master pupeeteer manipulating his marionette.
Think Apple, Virgin or Unilever’s Lynx and you get a feel for how this challenge is being met and turned into a source of competitive advantage. For these organizations the brand is pervasive and the marketers guiding them are teachers and evangelists.
Here’s a little exercise for you to try. Take a sheet of paper and draw your brand in the center of the page. Now mind-map all of the internal and external constituencies who influence, deliver, shape or support your brand. Scribble next to each of these how much of your marketing budget you allocate to supporting this relationship and ensuring it is ‘on brand’. Against each relationship also write the approximate date of the last time you had a real dialogue with that constituency about the performance and direction of your brand.
Tuesday, September 4, 2007
How To Establish Yourself As The Obvious Choice To Do Business With
I am a huge advocate of anyone who has specialized skills or knowledge in establishing themselves as an expert or authority of their expertise.
People like us, who have skills or knowledge to share, should not be marketing ourselves like every other "Tom, Dick, & Harry". We should be sharing our expertise in ways that have people requesting our help, rather than having to chase clients to request they do business with us.
When I started out as a 'struggling consultant', it took me a long time to figure out. It's not that traditional methods of marketing don't work (like advertising, direct mail, etc.), but other methods work 5x's, 10x's, and sometimes 100x's more effectively than their counterparts.
In a study shared by the now deceased "Consultant to Consultants", Howard Shenson, it showed that the most successful and highly paid consultants in the country were those who 'shared their expertise' in the form of articles, publicity, books, audios, speaking, etc.
Look at it as a form of "sampling", if you will. When prospects get to sample your product, and they like it, they are more likely to seek you out.
On the other hand, the lower paid consultants around the country were those who depended on traditional means of marketing, such as advertising, direct mail, flyers, etc. What is perceived to be the problem here (by me) is that if you are touting yourself to be a high priced alternative to a clients problem, then why are you 'peddling' for new business?
It's just a perception. But, if you want to be perceived as an expert, you have to market yourself like an expert.
How do we 'know' someone's an expert?
* They've written articles in publications we read
* They've written one or more books on a subject we're interested in
* They speak at groups or associations we're a member of
* They're interviewed on the evening news or written up in the local newspaper
And, these are just a few things that help create 'expert' status.
With so many people doing what you do, isn't it important to set yourself apart from the rest? And, if you're going to set yourself apart from the rest, wouldn't it be good to establish yourself as "the" expert in your industry?
I think so.
How do you get started? Well, write an article. Then, write another. And, another. And, another!
Put them on your website. Share them with 'article submission sites' online. Place them in other people's newsletters. Share your expertise and have people seek you out to do business with you.
If you think you don't know how to write an article, it's really quite easy. I didn't really have any idea on how to do it until I researched it a bit, and then I figured it out.
I recommend "The 30-Minute Article Writing System' by Melanie Mendelson. It's a simple to learn 27-page course with audio to guide you. It also includes about 100 different sites online that you can submit your articles to start driving traffic to your website, or to get your phone ringing.
Remember, in any business it's important to set yourself apart from your competition. But, in selling your specialized knowledge or skills, it's even more important to let people know YOU are the expert and authority on the subject. Let them know by giving them a 'sample' of what you know.
By the way, to see how I've used this strategy, go to Google and type in quotes, "Craig Valine", and see how many sites have my articles on them around the world. You may see articles I wrote back in 2001 with my old website 'AwfulMarketing.com'. But, people I've done business with have used this credibility tool to hire me.
People like us, who have skills or knowledge to share, should not be marketing ourselves like every other "Tom, Dick, & Harry". We should be sharing our expertise in ways that have people requesting our help, rather than having to chase clients to request they do business with us.
When I started out as a 'struggling consultant', it took me a long time to figure out. It's not that traditional methods of marketing don't work (like advertising, direct mail, etc.), but other methods work 5x's, 10x's, and sometimes 100x's more effectively than their counterparts.
In a study shared by the now deceased "Consultant to Consultants", Howard Shenson, it showed that the most successful and highly paid consultants in the country were those who 'shared their expertise' in the form of articles, publicity, books, audios, speaking, etc.
Look at it as a form of "sampling", if you will. When prospects get to sample your product, and they like it, they are more likely to seek you out.
On the other hand, the lower paid consultants around the country were those who depended on traditional means of marketing, such as advertising, direct mail, flyers, etc. What is perceived to be the problem here (by me) is that if you are touting yourself to be a high priced alternative to a clients problem, then why are you 'peddling' for new business?
It's just a perception. But, if you want to be perceived as an expert, you have to market yourself like an expert.
How do we 'know' someone's an expert?
* They've written articles in publications we read
* They've written one or more books on a subject we're interested in
* They speak at groups or associations we're a member of
* They're interviewed on the evening news or written up in the local newspaper
And, these are just a few things that help create 'expert' status.
With so many people doing what you do, isn't it important to set yourself apart from the rest? And, if you're going to set yourself apart from the rest, wouldn't it be good to establish yourself as "the" expert in your industry?
I think so.
How do you get started? Well, write an article. Then, write another. And, another. And, another!
Put them on your website. Share them with 'article submission sites' online. Place them in other people's newsletters. Share your expertise and have people seek you out to do business with you.
If you think you don't know how to write an article, it's really quite easy. I didn't really have any idea on how to do it until I researched it a bit, and then I figured it out.
I recommend "The 30-Minute Article Writing System' by Melanie Mendelson. It's a simple to learn 27-page course with audio to guide you. It also includes about 100 different sites online that you can submit your articles to start driving traffic to your website, or to get your phone ringing.
Remember, in any business it's important to set yourself apart from your competition. But, in selling your specialized knowledge or skills, it's even more important to let people know YOU are the expert and authority on the subject. Let them know by giving them a 'sample' of what you know.
By the way, to see how I've used this strategy, go to Google and type in quotes, "Craig Valine", and see how many sites have my articles on them around the world. You may see articles I wrote back in 2001 with my old website 'AwfulMarketing.com'. But, people I've done business with have used this credibility tool to hire me.
Why Create A Logo For Your Business?
You know you need to design a logo. Every business company in the country has a logo. It is a significant element in every trade's marketing campaign.
Without a logo is like Nike without the swoosh; a McDonald’s without the golden arches. Without a logo to represent your product or service, you wouldn’t have that instant recognition that you’ve always dreamed of having.
Your logo is a visual representation of your company in your marketing tools (e.g. poster printing pieces, brochures, flyers, business cards, etc.). Your logo provides your viewers instant recognition of your company’s image, what you can offer, and how you do your business. And it doesn’t stop once your logo has earned its place in your clients’ memory. Your logo would be your representation for many years to come. Just like Nike’s.
So now you’re thinking that it’s time for you to have a logo for your poster printing project. But you also know that it is not that simple to create one for your poster printing project. A logo is not like any image that you can create in just a snap of your fingers. Also, it’s not like there’s a genie in a bottle that you could wish it from.
A great logo, even a simple one, needs careful planning and designing. An excellent logo that leaves a powerful impression requires a stringent process of selecting the elements, and then combining these elements to create one commanding unit. That is why you don’t settle for the first one you came up with. You have to choose from several poster printing logos to finally have something that fully represents what you stand for.
What makes a successful poster printing logo?
A logo that is simple and sophisticated always gets attention, rather than a colorful and gaudy one.
A logo with a bold and graphic design that is easily distinguishable from the rest definitely gets attention.
A logo that is neither very tall nor very wide; and it is also neither in-fashion or out of it. It has to be stylish enough that it will stand the test of time.
A logo that is effective has an extremely well balanced elements combined that works well in any size you could think of.
And your design doesn’t have to be in color. Your logo should be able to work well even in black and white.
A good logo also needs to have a balance between its graphics and the name of your company. Both of these elements should be able to work together as a unit to effectively convey your message, as well as represent your company clearly. Thus, your effective logo should have graphic images and fonts that are suitable, not only to your company’s name but most importantly, to what you value most in your business.
Without a logo is like Nike without the swoosh; a McDonald’s without the golden arches. Without a logo to represent your product or service, you wouldn’t have that instant recognition that you’ve always dreamed of having.
Your logo is a visual representation of your company in your marketing tools (e.g. poster printing pieces, brochures, flyers, business cards, etc.). Your logo provides your viewers instant recognition of your company’s image, what you can offer, and how you do your business. And it doesn’t stop once your logo has earned its place in your clients’ memory. Your logo would be your representation for many years to come. Just like Nike’s.
So now you’re thinking that it’s time for you to have a logo for your poster printing project. But you also know that it is not that simple to create one for your poster printing project. A logo is not like any image that you can create in just a snap of your fingers. Also, it’s not like there’s a genie in a bottle that you could wish it from.
A great logo, even a simple one, needs careful planning and designing. An excellent logo that leaves a powerful impression requires a stringent process of selecting the elements, and then combining these elements to create one commanding unit. That is why you don’t settle for the first one you came up with. You have to choose from several poster printing logos to finally have something that fully represents what you stand for.
What makes a successful poster printing logo?
A logo that is simple and sophisticated always gets attention, rather than a colorful and gaudy one.
A logo with a bold and graphic design that is easily distinguishable from the rest definitely gets attention.
A logo that is neither very tall nor very wide; and it is also neither in-fashion or out of it. It has to be stylish enough that it will stand the test of time.
A logo that is effective has an extremely well balanced elements combined that works well in any size you could think of.
And your design doesn’t have to be in color. Your logo should be able to work well even in black and white.
A good logo also needs to have a balance between its graphics and the name of your company. Both of these elements should be able to work together as a unit to effectively convey your message, as well as represent your company clearly. Thus, your effective logo should have graphic images and fonts that are suitable, not only to your company’s name but most importantly, to what you value most in your business.
Labels - A Crucial Sales Promotional Tool
Once thought of as the last item to consider in product marketing, now product labeling is a key factor in promoting sales growth. Research shows that the product’s label is highly influential in determining the consumer’s level of interest in a product at the Point of Sale and in integrated marketing communications programs. This is true for nationally recognized brands, and it is even more important in private label brand programs. Private brands typically rely heavily on the product’s packaging and label to market products at the Point of Sale.
In a fiercely competitive industry, retailers are incorporating more technology to track products, increase sales, and reduce cost. The most successful corporations are adopting customer-centric policies to boost business. Customer-centricity allows retail chains to customize their store layouts based on the consumer demographics of each individual location. RFID labeling supports customer-centricity by allowing retailers to keep real-time data of product and sales status. With this technology, retailers may move products that are not selling to less desirable locations in the store or discontinue the item completely. As a result, to keep their product in sight of the consumer, suppliers are challenged to package and label their products to meet the needs of their customers as well as their retailers. Successful retailers implementing costumer-centric ideals include Wal-Mart, Home Depot, and Best Buy as well as many others. With the right merchandising strategy, suppliers can successfully package and label their products to meet the needs of their customers and retailers to maximize sales.
To develop a successful product marketing sales strategy, it is important to analyze several points of market research:
Successful tactics of the top retailers of the supplier’s sales channel.
Labeling and packaging requirements for specific retailers and their customers.
Creating a package and label design that is customer-centric.
Using technology to maximize consumer data and minimize cost.
Follow the example of successful labeling campaigns requirements.
Success in Retail and Wholesale Channels
Among the first to require their suppliers to use RFID tags on pallets, Wal-Mart has an IT strategy and costumer-centric policy that has kept the chain as one of the most successful in the nation. Their IT strategy creates an efficient system throughout their network. By incorporating a consistent system, error is minimized, and more time is allowed to focus on product turnover and customer satisfaction. This satisfaction is taken into account first and foremost when Wal-Mart decides to work with a supplier.
Label Requirements and Customer-Centricity
Wal-Mart’s motto to their suppliers is, “If it works for our customers, it works for us”. When it comes to the product package and label, their rule is that the customer must “get it” within 3 seconds from 15 feet away from the shelf. Once the product fills these requirements, the item must grab the attention of the consumer. The average consumer wants to be dazzled, and it is therefore imperative that packages and labels are created with the consumer’s needs in mind.
Packaging and labeling must not only appeal to a target market, but must also address the specific demographics of the retail store selling that package. When a consumer has a need for a product, their first buying decision is quite likely which store to shop at rather than which product to buy. Therefore, a supplier must maintain a solid relationship with their retailers who act as the gatekeepers to their consumers. Retailers strive to provide a convenient, comfortable shopping experience for their customers. In order to keep their product alive and in sight of the consumers, suppliers must adhere to what is important to each retailer as much as to what is important to their end customers.
Success in Private Label Brands
Private label brands are a success story among big retailers as well as national buying groups and wholesalers for independent local dealers. Private brands which were once considered low-price alternatives to national brand names are now matching or surpassing the sales of national brands. This trend is largely attributed to the packaging and labeling of private brands. With minimal advertising budgets, private label brands must use the packaging and labeling itself to market the item. The packages and labels have so successfully captured the consumer’s attention that the quality of private label brands is now considered to be equal to or greater than national brands. Retailers, such as Wal-Mart, who have been selling private brands since 1991, are well aware of the power of private label brands and how to position such items to consumers.
Another advantage of private label brand packaging is the ability to service a wider demographic target market. To appeal to the growing number of consumers open to buying private brands, suppliers and retailers have come up with new ways to gain customer loyalty. Rather than just emphasizing their price-point, private labels are being designed to target specific consumer groups’ buying requirements. Private brand suppliers are marketing “new and improved” items that offer more features that appeal to old and new customers alike. By staying in tune with consumer interests and needs, private label brands are a trend that is sought after by the best-in-class retailers.
Making Labels Work
For suppliers focused on driving sales revenue growth, there are several ways to approach packaging and labeling in a customer-centric environment:
Appeal to specific demographics of each retail channel
Design custom labels that differentiate their products as well as being easy to understand
Gather customer data and adapt to changing consumer’s needs
Treat packaging and labeling as a prime marketing communication strategy
Customer Demographics
Since the retailers are making customer-centric modifications to bring consumers through the door, product labels and packages must address the retailer’s and the customer’s specific demographics. For instance, food and beverage suppliers selling through Target or Whole Foods Markets may want to create a gourmet line that appeals to thrifty shoppers. Some consumers demand environmental-friendly suppliers that use recycled materials and minimize the amount of excess packaging materials. Shoppers seeking a low-cost, equal alternative to national brands may want products that explicitly compare contents and quality with their national brand competitors. With each retailer comes a unique consumer expectation. Using this knowledge to respond to customer expectations is highly advantageous.
Brand Differentiation
Each package and label should immediately capture the attention of the consumer. If the label causes the shopper to do a “double take” upon seeing it, the chances of selling that product increase dramatically. Having caught the attention of the consumer through an innovative design, the label must also be clear, easy to read, and make sense. If the consumer can’t immediately determine what the product is or what it does, he or she will move on. Suppliers can extend the reach of their marketing communications programs by utilizing a common brand identity across product lines and promotional plan elements. Not only does this make it easier for the consumer to recognize the product, but it is also an efficient strategy for creating brand awareness and brand credible.
Adapt to Changing Customer Behavior
When it comes to creating the design and layout of a product label, adaptability to customer demographics is essential. Many companies gain information on consumer preference through focus groups, retailers, and other customer buying behavior data. Using this information, a supplier can determine what makes a label more appealing and easier to understand, which can have a direct effect on sales performance. In addition to knowing and delivering what your consumer wants, the packaging and labeling must work in the application conditions. For instance, labels that wrinkle or peel off of a product convey poor quality to the consumer. If label graphics bled, it may make the product information difficult to read over the life of the product. There are many resources available on how to pair the package and label materials to a wide range of application conditions to provide innovative graphics as well as robust technical performance.
In a fiercely competitive industry, retailers are incorporating more technology to track products, increase sales, and reduce cost. The most successful corporations are adopting customer-centric policies to boost business. Customer-centricity allows retail chains to customize their store layouts based on the consumer demographics of each individual location. RFID labeling supports customer-centricity by allowing retailers to keep real-time data of product and sales status. With this technology, retailers may move products that are not selling to less desirable locations in the store or discontinue the item completely. As a result, to keep their product in sight of the consumer, suppliers are challenged to package and label their products to meet the needs of their customers as well as their retailers. Successful retailers implementing costumer-centric ideals include Wal-Mart, Home Depot, and Best Buy as well as many others. With the right merchandising strategy, suppliers can successfully package and label their products to meet the needs of their customers and retailers to maximize sales.
To develop a successful product marketing sales strategy, it is important to analyze several points of market research:
Successful tactics of the top retailers of the supplier’s sales channel.
Labeling and packaging requirements for specific retailers and their customers.
Creating a package and label design that is customer-centric.
Using technology to maximize consumer data and minimize cost.
Follow the example of successful labeling campaigns requirements.
Success in Retail and Wholesale Channels
Among the first to require their suppliers to use RFID tags on pallets, Wal-Mart has an IT strategy and costumer-centric policy that has kept the chain as one of the most successful in the nation. Their IT strategy creates an efficient system throughout their network. By incorporating a consistent system, error is minimized, and more time is allowed to focus on product turnover and customer satisfaction. This satisfaction is taken into account first and foremost when Wal-Mart decides to work with a supplier.
Label Requirements and Customer-Centricity
Wal-Mart’s motto to their suppliers is, “If it works for our customers, it works for us”. When it comes to the product package and label, their rule is that the customer must “get it” within 3 seconds from 15 feet away from the shelf. Once the product fills these requirements, the item must grab the attention of the consumer. The average consumer wants to be dazzled, and it is therefore imperative that packages and labels are created with the consumer’s needs in mind.
Packaging and labeling must not only appeal to a target market, but must also address the specific demographics of the retail store selling that package. When a consumer has a need for a product, their first buying decision is quite likely which store to shop at rather than which product to buy. Therefore, a supplier must maintain a solid relationship with their retailers who act as the gatekeepers to their consumers. Retailers strive to provide a convenient, comfortable shopping experience for their customers. In order to keep their product alive and in sight of the consumers, suppliers must adhere to what is important to each retailer as much as to what is important to their end customers.
Success in Private Label Brands
Private label brands are a success story among big retailers as well as national buying groups and wholesalers for independent local dealers. Private brands which were once considered low-price alternatives to national brand names are now matching or surpassing the sales of national brands. This trend is largely attributed to the packaging and labeling of private brands. With minimal advertising budgets, private label brands must use the packaging and labeling itself to market the item. The packages and labels have so successfully captured the consumer’s attention that the quality of private label brands is now considered to be equal to or greater than national brands. Retailers, such as Wal-Mart, who have been selling private brands since 1991, are well aware of the power of private label brands and how to position such items to consumers.
Another advantage of private label brand packaging is the ability to service a wider demographic target market. To appeal to the growing number of consumers open to buying private brands, suppliers and retailers have come up with new ways to gain customer loyalty. Rather than just emphasizing their price-point, private labels are being designed to target specific consumer groups’ buying requirements. Private brand suppliers are marketing “new and improved” items that offer more features that appeal to old and new customers alike. By staying in tune with consumer interests and needs, private label brands are a trend that is sought after by the best-in-class retailers.
Making Labels Work
For suppliers focused on driving sales revenue growth, there are several ways to approach packaging and labeling in a customer-centric environment:
Appeal to specific demographics of each retail channel
Design custom labels that differentiate their products as well as being easy to understand
Gather customer data and adapt to changing consumer’s needs
Treat packaging and labeling as a prime marketing communication strategy
Customer Demographics
Since the retailers are making customer-centric modifications to bring consumers through the door, product labels and packages must address the retailer’s and the customer’s specific demographics. For instance, food and beverage suppliers selling through Target or Whole Foods Markets may want to create a gourmet line that appeals to thrifty shoppers. Some consumers demand environmental-friendly suppliers that use recycled materials and minimize the amount of excess packaging materials. Shoppers seeking a low-cost, equal alternative to national brands may want products that explicitly compare contents and quality with their national brand competitors. With each retailer comes a unique consumer expectation. Using this knowledge to respond to customer expectations is highly advantageous.
Brand Differentiation
Each package and label should immediately capture the attention of the consumer. If the label causes the shopper to do a “double take” upon seeing it, the chances of selling that product increase dramatically. Having caught the attention of the consumer through an innovative design, the label must also be clear, easy to read, and make sense. If the consumer can’t immediately determine what the product is or what it does, he or she will move on. Suppliers can extend the reach of their marketing communications programs by utilizing a common brand identity across product lines and promotional plan elements. Not only does this make it easier for the consumer to recognize the product, but it is also an efficient strategy for creating brand awareness and brand credible.
Adapt to Changing Customer Behavior
When it comes to creating the design and layout of a product label, adaptability to customer demographics is essential. Many companies gain information on consumer preference through focus groups, retailers, and other customer buying behavior data. Using this information, a supplier can determine what makes a label more appealing and easier to understand, which can have a direct effect on sales performance. In addition to knowing and delivering what your consumer wants, the packaging and labeling must work in the application conditions. For instance, labels that wrinkle or peel off of a product convey poor quality to the consumer. If label graphics bled, it may make the product information difficult to read over the life of the product. There are many resources available on how to pair the package and label materials to a wide range of application conditions to provide innovative graphics as well as robust technical performance.
Keep Your Brand, Your Legacy, and Your Income Growing Long After You're Gone
How can Elvis Presley earn much more dead than alive--$45 million per year to be exact? No, it's not because of inflation.
Those after-death earnings are more incredible than his frequent Elvis sightings and "Weekly World News" reports that he's still alive, hiding out from fans--aged, obese, bald, suffering from osteoarthritis of the pelvis, still "all shook up"but still the King.
How about Peanuts comic strip creator Charles Schlutz who, though now dead, earns $35 million annually? Ask Peppermint Patty. Maybe she knows Schultz's gifted investment advisor.
Consider ex-Beetle John Lennon. He gets by in death on a mere $22 million annually, according to the media.
Andy Warhol, a central figure in Pop Art, survives on $16 million per year in his afterlife.
Theodore Seuss Geisel, the Doctor Seuss of "Cat In The Hat" fame, exists on a paltry $10 million per year. Online sales of "Cat-In-The Hat" merchandise help.
But life is never fair. Why? Deceased musician Kurt Cobain overtook Elvis Presley's number one ranking in after death earnings this year.
Kurt earns $50 million annually while second place Elvis has to make do with $45 million. No wonder he's "all shook up." It's tough at the top--even for deceased celebrities.
Now what does all this have to do with business and professional people like you and me not yet famous nor deceased?
To keep building your brand, legacy and earnings while you're alive and after you're dead as well, there are five things you must do:
1. Select excellent financial advisors and solid business thinkers. This is essential for successful people. Avoid gold diggers, hucksters and flakes.
Although Johnny Carson made $15 million per year, four wives and his financial advisor, whom he called Bombastic Buskin, diminished his wealth significantly.
2. Create your own brand. You are—or must become a brand—for success.
3. Understand and use all of the market segments and niches available to you in your business or profession. Focus upon the ones that are right for you.
4. Use information technology creatively and boldly to build your business and expand your markets, here and internationally.
5. Establish and live by your spiritual beliefs. Keep your head screwed on straight.
This requires having and holding strongly-held spiritual beliefs and practices which guide your decisions, motivate you, and provide your moral standards.
Joel Osteen is Senior Pastor, Lakewood Church, Houston, TX. Each week 46,000 people attend that church. This church teaches Christian doctrine in creative, contemporary ways.
He gives eight pieces of advice to improve spiritually:
1. Enlarge your vision.
2. Develop a healthy self-image.
3. Discover the power of your thoughts and words.
4. Let go of the past.
5. Find strength through adversity.
6. Live to give.
7. Choose to be happy.
8. Remember that one of God's Bible names is “El Shaddai.” El means "God" and Shaddai means "all sufficient." God is all sufficient.
Those after-death earnings are more incredible than his frequent Elvis sightings and "Weekly World News" reports that he's still alive, hiding out from fans--aged, obese, bald, suffering from osteoarthritis of the pelvis, still "all shook up"but still the King.
How about Peanuts comic strip creator Charles Schlutz who, though now dead, earns $35 million annually? Ask Peppermint Patty. Maybe she knows Schultz's gifted investment advisor.
Consider ex-Beetle John Lennon. He gets by in death on a mere $22 million annually, according to the media.
Andy Warhol, a central figure in Pop Art, survives on $16 million per year in his afterlife.
Theodore Seuss Geisel, the Doctor Seuss of "Cat In The Hat" fame, exists on a paltry $10 million per year. Online sales of "Cat-In-The Hat" merchandise help.
But life is never fair. Why? Deceased musician Kurt Cobain overtook Elvis Presley's number one ranking in after death earnings this year.
Kurt earns $50 million annually while second place Elvis has to make do with $45 million. No wonder he's "all shook up." It's tough at the top--even for deceased celebrities.
Now what does all this have to do with business and professional people like you and me not yet famous nor deceased?
To keep building your brand, legacy and earnings while you're alive and after you're dead as well, there are five things you must do:
1. Select excellent financial advisors and solid business thinkers. This is essential for successful people. Avoid gold diggers, hucksters and flakes.
Although Johnny Carson made $15 million per year, four wives and his financial advisor, whom he called Bombastic Buskin, diminished his wealth significantly.
2. Create your own brand. You are—or must become a brand—for success.
3. Understand and use all of the market segments and niches available to you in your business or profession. Focus upon the ones that are right for you.
4. Use information technology creatively and boldly to build your business and expand your markets, here and internationally.
5. Establish and live by your spiritual beliefs. Keep your head screwed on straight.
This requires having and holding strongly-held spiritual beliefs and practices which guide your decisions, motivate you, and provide your moral standards.
Joel Osteen is Senior Pastor, Lakewood Church, Houston, TX. Each week 46,000 people attend that church. This church teaches Christian doctrine in creative, contemporary ways.
He gives eight pieces of advice to improve spiritually:
1. Enlarge your vision.
2. Develop a healthy self-image.
3. Discover the power of your thoughts and words.
4. Let go of the past.
5. Find strength through adversity.
6. Live to give.
7. Choose to be happy.
8. Remember that one of God's Bible names is “El Shaddai.” El means "God" and Shaddai means "all sufficient." God is all sufficient.
Logo Design & Development Simplified
If you are a new business owner or are considering modernising or rebranding your current organisation, one of the most important things you will stumble upon is the design of your company logo. Your logo should be memorable, appropriate to your business and industry and must also support your brand. As such, logo design is not a simple task and should be created by a professional graphic designer who understands your industry and target market and is experienced in logo design and development.
Before you contemplate designing a logo, you should have devised some form of marketing strategy. This marketing strategy or plan will assist you in determining which market you’re aimed at and what kind of image you’d like to project through your logo. Once you’ve set your marketing strategy, the next step is to translate that strategy into an effective, consistent identity to use in your promotions.
Below are some recommendations I would make to anyone who is looking at having a logo designed for their business.
- Don't try to design it yourself, unless you also happen to be a professional graphic designer. Your logo will be used on all of your marketing materials, including letterhead, business cards, signs, and other advertisements. Just as you hire an attorney to represent you in court and an accountant for taxes, hire a professional to create your logo.
- Get recommendations for graphic designers from friends and business associates, especially those whose business cards and logos you find most appealing. If you know anybody who works in a similar industry, you may wish to ask them who designed their cards.
- Work with the designer to translate your logo for such diverse promotional items as yard signs, posters, classified, display ads, stationery, business cards, brochures and of course your website.
- Make sure your logo works well in both colour and black-and-white. Make photocopies and send test faxes and e-mails to see how your logo reproduces in any format.
- Logos should stand the test of time. Avoid basing your logo on a current trend. Trends quickly come and go, and you don’t want your logo to look outdated.
- Appeal to your target audience. For example, if your target market is luxury homes, make sure your logo is elegant and upscale. It is important that your target audience can relate to the logo.
- Keep it simple. A complex logo that looks good in print might not look the same on a Web page. Keep your design clean and simple so that it can be adapted to work for all of your marketing materials.
- Most of all – be unique. You don’t want anybody to get confused between your organisation and possibly your competitor.
A good company logo will not only set you apart from your competitors but it will also act as a forefront to your branding and marketing campaigns. As such, it should be memorable and unique yet simple and appropriate. Remember, if a picture is worth a thousands words, then a logo is worth a million!
Before you contemplate designing a logo, you should have devised some form of marketing strategy. This marketing strategy or plan will assist you in determining which market you’re aimed at and what kind of image you’d like to project through your logo. Once you’ve set your marketing strategy, the next step is to translate that strategy into an effective, consistent identity to use in your promotions.
Below are some recommendations I would make to anyone who is looking at having a logo designed for their business.
- Don't try to design it yourself, unless you also happen to be a professional graphic designer. Your logo will be used on all of your marketing materials, including letterhead, business cards, signs, and other advertisements. Just as you hire an attorney to represent you in court and an accountant for taxes, hire a professional to create your logo.
- Get recommendations for graphic designers from friends and business associates, especially those whose business cards and logos you find most appealing. If you know anybody who works in a similar industry, you may wish to ask them who designed their cards.
- Work with the designer to translate your logo for such diverse promotional items as yard signs, posters, classified, display ads, stationery, business cards, brochures and of course your website.
- Make sure your logo works well in both colour and black-and-white. Make photocopies and send test faxes and e-mails to see how your logo reproduces in any format.
- Logos should stand the test of time. Avoid basing your logo on a current trend. Trends quickly come and go, and you don’t want your logo to look outdated.
- Appeal to your target audience. For example, if your target market is luxury homes, make sure your logo is elegant and upscale. It is important that your target audience can relate to the logo.
- Keep it simple. A complex logo that looks good in print might not look the same on a Web page. Keep your design clean and simple so that it can be adapted to work for all of your marketing materials.
- Most of all – be unique. You don’t want anybody to get confused between your organisation and possibly your competitor.
A good company logo will not only set you apart from your competitors but it will also act as a forefront to your branding and marketing campaigns. As such, it should be memorable and unique yet simple and appropriate. Remember, if a picture is worth a thousands words, then a logo is worth a million!
Thursday, August 2, 2007
Find Which Type of Logo Fits Your Business Model
Selecting The Right Logo Is Critical To Your Success
As you well know logo design and branding to any business is very important. However, it is important to find the right type of logo that will fit your businesses needs and mission. Before developing a logo, make sure that you know the 3 basic types of logos that you can choose from.
Text
A text based logo can be one of the simplest logos that you can choose, however it can also be the most effective. A text logo encompasses the name of your business with a special font and borders or shading around the letters. Doing a text based logo is a great way to not only have a simple logo for your company, but also increase your name recognition because your name is your logo. Think of these companies Coke, Dell, etc.
Graphic
Graphic based logos are the most popular logo to date, and many times having the most success. For example, some of the biggest brands in the world have graphical logos, such as Nike, Microsoft, and Pepsi. Indeed graphic logos create some of the best brand names in the world, so make sure to pick one that works for you. Don’t forget that many small businesses make the mistake of creating a logo that is too busy. Remember that when creating a graphic based logo that it is simple and straight to the point so that your customers will remember you.
Combination
As you probably can figure out, a combination logo takes both aspects of a text based logo and a graphic logo. These are by far the most popular types of logos because it takes the advantages of both types. To begin with, combination logos can have great results because not only will your customers remember your name but also link it with the logo that is right next to it. However, when creating a combination logo it is essential that you make both the logo and the text go together and to keep it simple. One company, Ford uses a simple text and graphic logo to represent their business and is one of the most recognizable brands in the world.
There is no right or wrong type of logo for your business, however be sure that you know which type of logo will work best for your business. Make sure that when you create your logo that it represents your business and at the same time increases recognition to your customers.
As you well know logo design and branding to any business is very important. However, it is important to find the right type of logo that will fit your businesses needs and mission. Before developing a logo, make sure that you know the 3 basic types of logos that you can choose from.
Text
A text based logo can be one of the simplest logos that you can choose, however it can also be the most effective. A text logo encompasses the name of your business with a special font and borders or shading around the letters. Doing a text based logo is a great way to not only have a simple logo for your company, but also increase your name recognition because your name is your logo. Think of these companies Coke, Dell, etc.
Graphic
Graphic based logos are the most popular logo to date, and many times having the most success. For example, some of the biggest brands in the world have graphical logos, such as Nike, Microsoft, and Pepsi. Indeed graphic logos create some of the best brand names in the world, so make sure to pick one that works for you. Don’t forget that many small businesses make the mistake of creating a logo that is too busy. Remember that when creating a graphic based logo that it is simple and straight to the point so that your customers will remember you.
Combination
As you probably can figure out, a combination logo takes both aspects of a text based logo and a graphic logo. These are by far the most popular types of logos because it takes the advantages of both types. To begin with, combination logos can have great results because not only will your customers remember your name but also link it with the logo that is right next to it. However, when creating a combination logo it is essential that you make both the logo and the text go together and to keep it simple. One company, Ford uses a simple text and graphic logo to represent their business and is one of the most recognizable brands in the world.
There is no right or wrong type of logo for your business, however be sure that you know which type of logo will work best for your business. Make sure that when you create your logo that it represents your business and at the same time increases recognition to your customers.
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