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.
Don't Go Bargain Hunting For Your Logo
Why Investing In A Logo Is The Cornerstone Of Any Business
The wonders of the internet truly do not come without a cost. While the internet has lead to a huge selection of products and services being offered at low prices, it is important to note that cheap does not always mean better, especially in logo design. As many of you probably have, doing a quick search in Google for logo design brings up thousands of results, with many of the sites offering to create your logo for well under $100. For many start up business this may seem like a great way to save on expenses and also develop there brand for practically nothing. However, would you buy all of your office equipment at the dollar store? Probably not, and the same goes for paying for a logo design.
Research
A good logo truly represents everything that your company stands for and is about. Good logo designers will research for weeks to find your businesses mission, goals, and industry so that they can tailor a logo that fits your business. That being said, I don’t know many professionals who work for weeks on end to for less than $100. Do you really think that those bargain outlets will even find out the basics of your company? Probably not, and this is why investing in a quality logo design company is critical for any business.
Communication
Creating a logo and brand for your business is a step-by-step process and must be done correctly. As mentioned before a logo designer must spend hours researching and finding out about the company. Likewise, the same amount of time must be spent with the owner of the company. To successfully brand a company, both the owners and the designers must sit down and talk about the vision of the company. Doing so will not only assure you that you are getting the type of logo that you want, but at the same time assure that the design is up to par with your standards. Again, be careful when paying for bargain logo designers because many of them will not take the time to hear your suggestions and instead create a logo without input.
Development
When looking for a logo design company, make sure that your company receives more than one rework. Many times, cheap designers will only develop one sketch of your logo and then you are stuck with it. Make sure that you are entitled to more than one rework of the sketch so that you are not forced into buying a logo that you will never use. Be sure to be involved in every step of the development process so that your vision is incorporated into the logo.
Creating a logo is truly the cornerstone of any business, and make sure that you buy for it accordingly. Never under any circumstance buy a logo at the cheapest rate possible and make sure the designer knows your interest in the design process. Remember, shopping for your logo should not be done at the dollar store, and needs to be done by professionals who are willing to help you.
The wonders of the internet truly do not come without a cost. While the internet has lead to a huge selection of products and services being offered at low prices, it is important to note that cheap does not always mean better, especially in logo design. As many of you probably have, doing a quick search in Google for logo design brings up thousands of results, with many of the sites offering to create your logo for well under $100. For many start up business this may seem like a great way to save on expenses and also develop there brand for practically nothing. However, would you buy all of your office equipment at the dollar store? Probably not, and the same goes for paying for a logo design.
Research
A good logo truly represents everything that your company stands for and is about. Good logo designers will research for weeks to find your businesses mission, goals, and industry so that they can tailor a logo that fits your business. That being said, I don’t know many professionals who work for weeks on end to for less than $100. Do you really think that those bargain outlets will even find out the basics of your company? Probably not, and this is why investing in a quality logo design company is critical for any business.
Communication
Creating a logo and brand for your business is a step-by-step process and must be done correctly. As mentioned before a logo designer must spend hours researching and finding out about the company. Likewise, the same amount of time must be spent with the owner of the company. To successfully brand a company, both the owners and the designers must sit down and talk about the vision of the company. Doing so will not only assure you that you are getting the type of logo that you want, but at the same time assure that the design is up to par with your standards. Again, be careful when paying for bargain logo designers because many of them will not take the time to hear your suggestions and instead create a logo without input.
Development
When looking for a logo design company, make sure that your company receives more than one rework. Many times, cheap designers will only develop one sketch of your logo and then you are stuck with it. Make sure that you are entitled to more than one rework of the sketch so that you are not forced into buying a logo that you will never use. Be sure to be involved in every step of the development process so that your vision is incorporated into the logo.
Creating a logo is truly the cornerstone of any business, and make sure that you buy for it accordingly. Never under any circumstance buy a logo at the cheapest rate possible and make sure the designer knows your interest in the design process. Remember, shopping for your logo should not be done at the dollar store, and needs to be done by professionals who are willing to help you.
How To Get Your Logo To Work For You
Strategies To Get You Logo Noticed
Just because you have a logo doesn’t mean that’s all you need to successfully brand your companies image. Even if you have the best logo a company could ever have, if you do not use it properly it is a waste. However, there are several great ways to get both your company and your logo seen.
Business Cards
One of the best places for your logo is your company’s business card. Not only does it look great, but business cards are great for first impressions and having a memorable logo on it can increase brand recognition with your customers. Other than business cards, make sure to place your logo on all of your letter heads and other office mailings. This will help you to acknowledge your brand to your customers.
Promotion
Don’t be afraid to place your logo on promotional products such as pens and other free giveaways. Not only do people love to receive and use free stuff, it is a great way to get both your name and logo out to your potential customers. Also try and co-sponsor an event or two around your local community. Doing so will make your company look good and also get your name and logo out to the community.
Advertising
It is absolutely essential that if you do any type of advertising that your logo is clearly visible. Advertising has long been known and still is the best way to get your company’s name out and the best time to use your logo. Whether it is a simple newsletter, or an expensive television spot make sure that your logo is clearly visible somewhere.
The main reason for a logo is for brand recognition and if you do not use your logo properly, it is not doing anything for your business. Make sure that you use your logo as often as you can so that you can get your company and brand out to the potential customers.
Just because you have a logo doesn’t mean that’s all you need to successfully brand your companies image. Even if you have the best logo a company could ever have, if you do not use it properly it is a waste. However, there are several great ways to get both your company and your logo seen.
Business Cards
One of the best places for your logo is your company’s business card. Not only does it look great, but business cards are great for first impressions and having a memorable logo on it can increase brand recognition with your customers. Other than business cards, make sure to place your logo on all of your letter heads and other office mailings. This will help you to acknowledge your brand to your customers.
Promotion
Don’t be afraid to place your logo on promotional products such as pens and other free giveaways. Not only do people love to receive and use free stuff, it is a great way to get both your name and logo out to your potential customers. Also try and co-sponsor an event or two around your local community. Doing so will make your company look good and also get your name and logo out to the community.
Advertising
It is absolutely essential that if you do any type of advertising that your logo is clearly visible. Advertising has long been known and still is the best way to get your company’s name out and the best time to use your logo. Whether it is a simple newsletter, or an expensive television spot make sure that your logo is clearly visible somewhere.
The main reason for a logo is for brand recognition and if you do not use your logo properly, it is not doing anything for your business. Make sure that you use your logo as often as you can so that you can get your company and brand out to the potential customers.
Characteristics Of A Powerful Logo
Make Sure Your Logo Has These Characteristics To Assure Your Companies Success
Every successful company in the world starts with a logo. In fact, many say that a logo is the cornerstone of any business. That being said, it is important to remember the characteristics of any successful logo. Here are a few things that every effective logo needs to have.
Remembrance
If your customers can not remember your logo, how do you expect them to remember your business? The great thing about a logo is that it sums up your business in one easy to remember graphic. However, when logo too hard to remember, it is probably doing more harm then good.
Different
In today’s world it is hard to find an industry that is untapped by anyone else. This makes it even more important to have your business stand out from the rest. One of the best and easiest ways to do this is to have a logo that is easy to remember and different from all your competitors. However, there is a fine line between being unique and being to complicated. Make sure that whatever logo you choose simple enough to remember but also unique enough to remember.
Representative
One of the most important parts when designing a logo is to create one that represents what your business is all about. Make sure that when you are deciding on a logo that it aligns with your company.
Eternal
While a certain color scheme or shape may be popular today, chances are that it will not be popular in the future. Remember that when choosing a logo design that this has to be the logo that you business uses forever. This is why it is critical that you pick a design that will not grow old or become unpopular.
The characteristics of a logo are easy to overlook, however they are critical in your brands success of failure. Make sure that you remember these basic ideas when creating your logo and you will be able to pick the best design for your business.
Every successful company in the world starts with a logo. In fact, many say that a logo is the cornerstone of any business. That being said, it is important to remember the characteristics of any successful logo. Here are a few things that every effective logo needs to have.
Remembrance
If your customers can not remember your logo, how do you expect them to remember your business? The great thing about a logo is that it sums up your business in one easy to remember graphic. However, when logo too hard to remember, it is probably doing more harm then good.
Different
In today’s world it is hard to find an industry that is untapped by anyone else. This makes it even more important to have your business stand out from the rest. One of the best and easiest ways to do this is to have a logo that is easy to remember and different from all your competitors. However, there is a fine line between being unique and being to complicated. Make sure that whatever logo you choose simple enough to remember but also unique enough to remember.
Representative
One of the most important parts when designing a logo is to create one that represents what your business is all about. Make sure that when you are deciding on a logo that it aligns with your company.
Eternal
While a certain color scheme or shape may be popular today, chances are that it will not be popular in the future. Remember that when choosing a logo design that this has to be the logo that you business uses forever. This is why it is critical that you pick a design that will not grow old or become unpopular.
The characteristics of a logo are easy to overlook, however they are critical in your brands success of failure. Make sure that you remember these basic ideas when creating your logo and you will be able to pick the best design for your business.
Discover How To Define Your Brand Today
Discovering Your Brand Can Assure The Success Of Your Business
As the owner of a small business you probably know the importance of making a brand for your business. Branding your business includes designing a logo, name, slogan, and other designs that will represent your business. These designs are crucial because it represents what you company is all about and also triggers memories of your product and services. However, before you start branding your business you first must discover what your company is all about. Here are a few things to remember when defining your business.
Find you company’s mission
Your company’s mission is perhaps the most important aspect to include in your brand. Your mission, values, and goals should all find their way into developing your brand. At the same time, remember that these goals drive your business and thus must be represented in your brand.
What are your strengths?
When developing you brand you also must find the strengths and weaknesses of your company. One of the best questions to ask when finding this answer is, why do people make use of my products and services. If you do not realize why people shop at your business then you do not know how to effectively brand your business. However, once you have found your company’s strengths you can incorporate those ideas into your brand.
What do others think?
Being the owner of your business you probably think you know how your company looks and feels to your customers. However, while you may have an idea on how you want your business to look, the only way to truly find out how others think of you is to ask. The best way to find out how others think of your company is to ask your employees, customers, and associates of your business. If they truly feel good about your company they will tell you how they view the company and what it means to them. Doing this will help to successfully target your brand to new and repeat customers.
While designing your brand may seem like a simple task, you must be prepared to do in-depth research about your company and its customers. Then after you find out who you are, you can successfully brand your business. Remember, that branding your business is more difficult than many think and if you ever need help there are several professional companies that are more than willing to help out.
As the owner of a small business you probably know the importance of making a brand for your business. Branding your business includes designing a logo, name, slogan, and other designs that will represent your business. These designs are crucial because it represents what you company is all about and also triggers memories of your product and services. However, before you start branding your business you first must discover what your company is all about. Here are a few things to remember when defining your business.
Find you company’s mission
Your company’s mission is perhaps the most important aspect to include in your brand. Your mission, values, and goals should all find their way into developing your brand. At the same time, remember that these goals drive your business and thus must be represented in your brand.
What are your strengths?
When developing you brand you also must find the strengths and weaknesses of your company. One of the best questions to ask when finding this answer is, why do people make use of my products and services. If you do not realize why people shop at your business then you do not know how to effectively brand your business. However, once you have found your company’s strengths you can incorporate those ideas into your brand.
What do others think?
Being the owner of your business you probably think you know how your company looks and feels to your customers. However, while you may have an idea on how you want your business to look, the only way to truly find out how others think of you is to ask. The best way to find out how others think of your company is to ask your employees, customers, and associates of your business. If they truly feel good about your company they will tell you how they view the company and what it means to them. Doing this will help to successfully target your brand to new and repeat customers.
While designing your brand may seem like a simple task, you must be prepared to do in-depth research about your company and its customers. Then after you find out who you are, you can successfully brand your business. Remember, that branding your business is more difficult than many think and if you ever need help there are several professional companies that are more than willing to help out.
Branding For Business Success
When it comes to branding most business owners think of large corporations such as Coca-Cola, Microsoft, or Starbucks, they never think about a brand for their small business. Yet, establishing a brand for your business no matter what its size is one of the most important things your can do to make it successful.
Branding creates an emotional bond to a product, service, or company. Branding is something that ties a relationship together when transacting business, because it directly affects the relationship your company, product, or service has with the marketplace. Whether or not consumers are aware of your product or service, prefer it, and are loyal to it is all impacted by your brand.
Branding is not just your company logo or tagline. Although these contribute to your brand, there is much more to it. Your brand is made up of what your employees say, your dress code, business cards, your web site, your marketing and your advertising. Your brand is what you consistently share with the world day in and day out.
The only possible way to have a strong brand, whether starting one, building one, or maintaining one, is to have a product or service that delivers a bigger or better benefit then does your competition. In today’s competitive marketplace, price, quality, and service are no longer good enough to make your business stand out from the competition.
Your brand must be different. You can’t just say better quality, price, and service. What else are you the best at, the biggest of, or the quickest at doing? Whatever the distinction is, it must carry through to all you do and say regarding your product and service. The strongest brands in the world today stay strong because of their continual focus on the distinctions and benefits of their product or service.
Your business communicates its brand in a variety of different ways; through your business card, your web site, to your signature line on the emails you send out. It’s not just verbally, but it’s electronically through the emails that you and your employees send out. In order to build a powerful brand you need to look at what you send in the mail, your employees; who they are, how they look, and what they do for your customers.
Your brand is made-up of all the different components in terms of the way you communicate your company’s uniqueness. Having clarity in this area will allow you to communicate that uniqueness will all the different tools so that it’s not just hit or miss, rather it’s strategically thought through.
Your brand must evoke a strong emotional response. People tend to make buying decisions based on emotion first and logic second. The more your brand appeals to consumers emotionally, the stronger it will be. Since consumers make decisions based on features and benefits, once they are emotionally tied to your brand, they’ll not only buy your product or service, but they’ll refer it to others as well.
Developing your brand is not enough, you must make sure that you deliver on what your brand promises. For example, if you own a dry cleaning business and promise dry cleaning in 24 hours, you’d better deliver within that time frame, every time. If you promise a no-questions asked, 100 % money-back guarantee, then, that is what you had better provide if a customer is ever unhappy for any reason. It’s very important that you know what your brand is suggesting and that the market knows that you really will deliver what you promise.
It’s important to realize that branding does not happen over night, rather, it is a process. Brands take a lot of time and money to build and even more to grow and maintain. Today, consumers are looking for more than just a product or service they are looking for a positive experience. That is what your brand must be associated with.
Whether you realize it or not your business is already communicating a brand. So it’s important that you take a step back and from this point forward, be aware that your business does have brand. It’s being presented every day, and you need to communicate your very best to the world.
Branding is the foundation of your marketing communication effort. If you have the right brand more have better relationships with your customers, more business will come to you, and the prospects who you want to attract are going to be attracted to your business.
Branding creates an emotional bond to a product, service, or company. Branding is something that ties a relationship together when transacting business, because it directly affects the relationship your company, product, or service has with the marketplace. Whether or not consumers are aware of your product or service, prefer it, and are loyal to it is all impacted by your brand.
Branding is not just your company logo or tagline. Although these contribute to your brand, there is much more to it. Your brand is made up of what your employees say, your dress code, business cards, your web site, your marketing and your advertising. Your brand is what you consistently share with the world day in and day out.
The only possible way to have a strong brand, whether starting one, building one, or maintaining one, is to have a product or service that delivers a bigger or better benefit then does your competition. In today’s competitive marketplace, price, quality, and service are no longer good enough to make your business stand out from the competition.
Your brand must be different. You can’t just say better quality, price, and service. What else are you the best at, the biggest of, or the quickest at doing? Whatever the distinction is, it must carry through to all you do and say regarding your product and service. The strongest brands in the world today stay strong because of their continual focus on the distinctions and benefits of their product or service.
Your business communicates its brand in a variety of different ways; through your business card, your web site, to your signature line on the emails you send out. It’s not just verbally, but it’s electronically through the emails that you and your employees send out. In order to build a powerful brand you need to look at what you send in the mail, your employees; who they are, how they look, and what they do for your customers.
Your brand is made-up of all the different components in terms of the way you communicate your company’s uniqueness. Having clarity in this area will allow you to communicate that uniqueness will all the different tools so that it’s not just hit or miss, rather it’s strategically thought through.
Your brand must evoke a strong emotional response. People tend to make buying decisions based on emotion first and logic second. The more your brand appeals to consumers emotionally, the stronger it will be. Since consumers make decisions based on features and benefits, once they are emotionally tied to your brand, they’ll not only buy your product or service, but they’ll refer it to others as well.
Developing your brand is not enough, you must make sure that you deliver on what your brand promises. For example, if you own a dry cleaning business and promise dry cleaning in 24 hours, you’d better deliver within that time frame, every time. If you promise a no-questions asked, 100 % money-back guarantee, then, that is what you had better provide if a customer is ever unhappy for any reason. It’s very important that you know what your brand is suggesting and that the market knows that you really will deliver what you promise.
It’s important to realize that branding does not happen over night, rather, it is a process. Brands take a lot of time and money to build and even more to grow and maintain. Today, consumers are looking for more than just a product or service they are looking for a positive experience. That is what your brand must be associated with.
Whether you realize it or not your business is already communicating a brand. So it’s important that you take a step back and from this point forward, be aware that your business does have brand. It’s being presented every day, and you need to communicate your very best to the world.
Branding is the foundation of your marketing communication effort. If you have the right brand more have better relationships with your customers, more business will come to you, and the prospects who you want to attract are going to be attracted to your business.
Monday, June 11, 2007
Cherished Brands - When Memorabilia Survives the Business
Companies come and go. So do brands and promotional memorabilia. Interestingly, though sometimes a logo becomes so cherished it can actually last longer than the actual company who produced it. When this happens, it is an indication of serious feelings of customer goodwill, employee satisfaction, and positive associations in general.
People become nostalgic. They collect memorabilia of deceased companies. Such items are like keepsakes. Companies that disappear have employees that value the insignia of their place of employment. They have happy customers who enjoyed their interactions with a trusted name. And, there are executives and officials who have pride toward a successful creation.
Surviving memorabilia ranges from tiny trinkets given out the general public, to achievement awards bestowed upon hard working staff such as pins, trophies, lapels, and other items. There are a wealth of other memorable items like golf balls, coffee mugs, and pens that outlive a business. In the beginning, they were created to build loyalty to the brand and more or less for business and marketing purposes. Yet, often times, these items assume characteristics of warm memories later on.
Even uniforms and corporate apparel can embody the same feelings of fondness and the good ole’ days. When people put in years of service with a particular job, they have powerful memories of the brand for countless reasons. They want to save the products and at the same time hold onto the events that coincided with their experience there. Think about a worker who has served 30 years in a position at a certain corporation. Perhaps this same worker met his spouse there; perhaps he had built a community of friends and colleagues.
Moreover, experts in marketing field as well as psychologists say that when people cherish those momentos from their old work environments, what they are doing is actually participating in a form of healing or therapy. The products have the potential to stir such positive feelings that they can act as a balancing and restorative tool. It’s amazing that reflecting on such a simple piece of memorabilia can have such an effect, but even more, it’s cheaper than an actual therapy session. Some claim that such products also offer an element of stability and tangibility in a disposable, changeable world. In other words, people need something to hold onto.
We live in a very different work world than we did just fifty years ago. The environment is more dynamic, fast paced, and radical than ever before. Whereas in the past, traditionally people committed themselves to careers and remained in them throughout their lives; today we change careers and shift gears from one avenue to another sometimes several times in our lives. Companies endure similar patterns. They are created, merged, disintegrated, split, retired, and revamped.
Change is hard on people: employees, customers, those in charge, and those affiliated with a business. Even if the circumstances are positive, the adjustment can be a challenge. Comfort and familiarity are usually preferred even if the new outcome promises a better deal for all of those involved. Hence, another reason for holding onto those promotional items of yesterday.
What is also remarkable is that employees have a pattern of changing their opinions on their work place after the fact. Researchers have studied this. After the dissolution of a business, workers romanticize their former place of employment. It’s a natural feeling for one to have. Idealizing the past helps individuals to make the transition involved with moving on and putting the past into perspective. Psychologists also say that any loss, regardless of how small, includes the grieving process to heal. Having positive associations of a work environment facilitates that process.
• There are special implications related to the investment of memorabilia. Even though promotional products may have been originally made for commercial purposes, they transform into unique and magical items after the disappearance of a business. Keepsakes expand beyond their intended purpose.
• Such products help to creating a bond among those involved. There is an element of camaraderie that exists when memorabilia unites people. Items spark conversation and remind the players of the game of their earlier times.
• Know that the survival of a brand is a sign of huge success. Why are people saving products of a company that is no longer in existence? There is something about the organization that is not dead, and that the public is not done with. Consider the products readily being purchased on e-bay, in flea markets, and in yard sales that are all associated with a company of the past.
We’ve all heard the cliché “you don’t know what you’ve got until it’s gone.” People apply this principle to brands and companies as well. Memorabilia that survives its parent business is a demonstration of a company unique and valued.
People become nostalgic. They collect memorabilia of deceased companies. Such items are like keepsakes. Companies that disappear have employees that value the insignia of their place of employment. They have happy customers who enjoyed their interactions with a trusted name. And, there are executives and officials who have pride toward a successful creation.
Surviving memorabilia ranges from tiny trinkets given out the general public, to achievement awards bestowed upon hard working staff such as pins, trophies, lapels, and other items. There are a wealth of other memorable items like golf balls, coffee mugs, and pens that outlive a business. In the beginning, they were created to build loyalty to the brand and more or less for business and marketing purposes. Yet, often times, these items assume characteristics of warm memories later on.
Even uniforms and corporate apparel can embody the same feelings of fondness and the good ole’ days. When people put in years of service with a particular job, they have powerful memories of the brand for countless reasons. They want to save the products and at the same time hold onto the events that coincided with their experience there. Think about a worker who has served 30 years in a position at a certain corporation. Perhaps this same worker met his spouse there; perhaps he had built a community of friends and colleagues.
Moreover, experts in marketing field as well as psychologists say that when people cherish those momentos from their old work environments, what they are doing is actually participating in a form of healing or therapy. The products have the potential to stir such positive feelings that they can act as a balancing and restorative tool. It’s amazing that reflecting on such a simple piece of memorabilia can have such an effect, but even more, it’s cheaper than an actual therapy session. Some claim that such products also offer an element of stability and tangibility in a disposable, changeable world. In other words, people need something to hold onto.
We live in a very different work world than we did just fifty years ago. The environment is more dynamic, fast paced, and radical than ever before. Whereas in the past, traditionally people committed themselves to careers and remained in them throughout their lives; today we change careers and shift gears from one avenue to another sometimes several times in our lives. Companies endure similar patterns. They are created, merged, disintegrated, split, retired, and revamped.
Change is hard on people: employees, customers, those in charge, and those affiliated with a business. Even if the circumstances are positive, the adjustment can be a challenge. Comfort and familiarity are usually preferred even if the new outcome promises a better deal for all of those involved. Hence, another reason for holding onto those promotional items of yesterday.
What is also remarkable is that employees have a pattern of changing their opinions on their work place after the fact. Researchers have studied this. After the dissolution of a business, workers romanticize their former place of employment. It’s a natural feeling for one to have. Idealizing the past helps individuals to make the transition involved with moving on and putting the past into perspective. Psychologists also say that any loss, regardless of how small, includes the grieving process to heal. Having positive associations of a work environment facilitates that process.
• There are special implications related to the investment of memorabilia. Even though promotional products may have been originally made for commercial purposes, they transform into unique and magical items after the disappearance of a business. Keepsakes expand beyond their intended purpose.
• Such products help to creating a bond among those involved. There is an element of camaraderie that exists when memorabilia unites people. Items spark conversation and remind the players of the game of their earlier times.
• Know that the survival of a brand is a sign of huge success. Why are people saving products of a company that is no longer in existence? There is something about the organization that is not dead, and that the public is not done with. Consider the products readily being purchased on e-bay, in flea markets, and in yard sales that are all associated with a company of the past.
We’ve all heard the cliché “you don’t know what you’ve got until it’s gone.” People apply this principle to brands and companies as well. Memorabilia that survives its parent business is a demonstration of a company unique and valued.
19 Ways to be the ONE Person at Your Next Conference Everybody Remembers
1. Attitude. In a sea of thousands of people all trying to get noticed, you have NO choice but to be unforgettable and remarkable. So you better begin with the attitude of approachability. That you’re going to stick yourself out there.
2. Detach from outcomes. Sure, you have goals. Maybe to sell. Maybe to get in front of the right buyers. However, also try to focus less on the outcome and more on the big picture. Free yourself from agendas. Develop a no-entitlement attitude. And focus on having fun, delivering value and creating a memorable (er, unforgettable) presence.
3. Go beyond free. Every booth, vendor, exhibitor and company is going to give something away for free. So, before you attend the show, brainstorm a list of the Top 50 Most Common (and Annoying) Free Giveaways. Don’t do any of them. Instead, pick something cool, remarkable and consistent with your brand that people will actually KEEP. Otherwise, you may as well just tell the attendees, “Here, YOU throw this away!”
4. But don’t go overboard on free. You don’t have to give away something for free to EVERYBODY. If they don’t want it, don’t force it. REMEMBER: approachability is a two-way street. Consider offering a free item that’s so good, people actually come up to YOU and say, “Ooh! Can I have one of those?”
5. Smile. The whole damn time.
6. Wave. To every single person.
7. Use disarming approaches. Six words: “Hi, I don’t know anybody here!”
8. Practice strategic serendipity. Say yes a LOT more. Spend time with people in areas and around things you wouldn’t normally approach. Break your patterns.
9. Don’t pick and choose. Talk to everybody. Even your non-buyers and customers. Even the food service people. Even the janitors. Even the information booth guy. Even the conference planners. Especially the conference planners. Because you never know. And consistency is far better than rare moments of greatness.
10. Dress it up. If you can find some sort of costume that’s consistent with your brand, do it. I wear a giant nametag to my conferences. Nobody misses me. Does your appearance stand out or blend in?
11. Achieve The HVA. Which stands for 1) “Huh?” 2) Value and 3) “Aha!” Attract people to yourself (or booth) with curiosity. Spark their interest. Then deliver your value statement. Then get them to say, “Ah! I get it! That’s cool…”
12. Speaking of curiosity. Do something that encourages strangers to approach you and say, “So, what’s the story behind that?”
13. Strike the match. Do something that make people say, “Dude, did you see that guy who…” Generate inner-conference buzz.
14. Make music, not noise. Everyone else at your conference is going to be making NOISE. With their annoying, boring promo materials and free toys that nobody wants or cares about. You need to make MUSIC by getting people to smile, laugh, say hello, start talking, have fun and deliver remarkable value.
15. Interact; don’t interrupt. Everyone else at your conference is going to be INTERRUPTING the other attendees. Take this! See this! Have a free cookie! They say. Instead, consider INTERACTING, not interrupting people. Making friends. Strike up conversations. Talk about business later. Lead with your person; follow with your profession. Open your conversations with topics OTHER than business, sales, the weather, traffic and the like.
16. Just chill. Stressed and hurried are not approachable adjectives. Separate yourself from other attendees by not appearing overly needy and desperate for business. After all, it’s hard to sell with your tongue hanging out! Just chill. Relax.
17. Attract attention. Notice it says “attract,” and not “draw.” Major difference. Your job is to be remarkable and cool and fun and valuable. If so, people that see you will follow these six steps:
a. Smile and point at you. b. Nod in agreement.c. Think or say, “Nice!” or “That’s cool!”d. Grab their friend’s shirt and say, “Jimmy, you’ve got to check out this guy over here…”e. Approach you.f. Tell everyone about you.
18. Find the cameras. Photographers, press folks and bloggers LOVE to capture images and videos of cool, fun, remarkable stuff. They also like to share those images in their publications and on the web. So, ask yourself the following three questions:
a. Are you worth videotaping?b. Are you worth taking a picture of?c. Are you worth blogging about the next morning?
19. Be a rock star. Do things to enhance your celebrity status. Bring a friend to follow YOU around with a camera all day. Give a speech. Hold a pre or post event party.
2. Detach from outcomes. Sure, you have goals. Maybe to sell. Maybe to get in front of the right buyers. However, also try to focus less on the outcome and more on the big picture. Free yourself from agendas. Develop a no-entitlement attitude. And focus on having fun, delivering value and creating a memorable (er, unforgettable) presence.
3. Go beyond free. Every booth, vendor, exhibitor and company is going to give something away for free. So, before you attend the show, brainstorm a list of the Top 50 Most Common (and Annoying) Free Giveaways. Don’t do any of them. Instead, pick something cool, remarkable and consistent with your brand that people will actually KEEP. Otherwise, you may as well just tell the attendees, “Here, YOU throw this away!”
4. But don’t go overboard on free. You don’t have to give away something for free to EVERYBODY. If they don’t want it, don’t force it. REMEMBER: approachability is a two-way street. Consider offering a free item that’s so good, people actually come up to YOU and say, “Ooh! Can I have one of those?”
5. Smile. The whole damn time.
6. Wave. To every single person.
7. Use disarming approaches. Six words: “Hi, I don’t know anybody here!”
8. Practice strategic serendipity. Say yes a LOT more. Spend time with people in areas and around things you wouldn’t normally approach. Break your patterns.
9. Don’t pick and choose. Talk to everybody. Even your non-buyers and customers. Even the food service people. Even the janitors. Even the information booth guy. Even the conference planners. Especially the conference planners. Because you never know. And consistency is far better than rare moments of greatness.
10. Dress it up. If you can find some sort of costume that’s consistent with your brand, do it. I wear a giant nametag to my conferences. Nobody misses me. Does your appearance stand out or blend in?
11. Achieve The HVA. Which stands for 1) “Huh?” 2) Value and 3) “Aha!” Attract people to yourself (or booth) with curiosity. Spark their interest. Then deliver your value statement. Then get them to say, “Ah! I get it! That’s cool…”
12. Speaking of curiosity. Do something that encourages strangers to approach you and say, “So, what’s the story behind that?”
13. Strike the match. Do something that make people say, “Dude, did you see that guy who…” Generate inner-conference buzz.
14. Make music, not noise. Everyone else at your conference is going to be making NOISE. With their annoying, boring promo materials and free toys that nobody wants or cares about. You need to make MUSIC by getting people to smile, laugh, say hello, start talking, have fun and deliver remarkable value.
15. Interact; don’t interrupt. Everyone else at your conference is going to be INTERRUPTING the other attendees. Take this! See this! Have a free cookie! They say. Instead, consider INTERACTING, not interrupting people. Making friends. Strike up conversations. Talk about business later. Lead with your person; follow with your profession. Open your conversations with topics OTHER than business, sales, the weather, traffic and the like.
16. Just chill. Stressed and hurried are not approachable adjectives. Separate yourself from other attendees by not appearing overly needy and desperate for business. After all, it’s hard to sell with your tongue hanging out! Just chill. Relax.
17. Attract attention. Notice it says “attract,” and not “draw.” Major difference. Your job is to be remarkable and cool and fun and valuable. If so, people that see you will follow these six steps:
a. Smile and point at you. b. Nod in agreement.c. Think or say, “Nice!” or “That’s cool!”d. Grab their friend’s shirt and say, “Jimmy, you’ve got to check out this guy over here…”e. Approach you.f. Tell everyone about you.
18. Find the cameras. Photographers, press folks and bloggers LOVE to capture images and videos of cool, fun, remarkable stuff. They also like to share those images in their publications and on the web. So, ask yourself the following three questions:
a. Are you worth videotaping?b. Are you worth taking a picture of?c. Are you worth blogging about the next morning?
19. Be a rock star. Do things to enhance your celebrity status. Bring a friend to follow YOU around with a camera all day. Give a speech. Hold a pre or post event party.
3 Ways to be (Somewhat) Predictable
Which means it’s your job to prove customers right.
To confirm their suspicions about the value you deliver and the values you stand for.
It ALSO means you need to be (somewhat) predicable:
1. In person.2. Via email.3. On the phone. 4. Throughout your marketing efforts.
Be (somewhat) predictable.
Disney calls this “staying in character.” (After all, their employees ARE called “cast members!”)
AND HERE’S THE THING: you’re not that different!
OK, maybe you wear a little less makeup. But the distinction is, instead of playing the role of Snow White, you’re playing the role of YOU.
SO, THE CHALLENGE IS: how do you become (somewhat) predictable?
Here’s a list of three ways to maintain brand consistency:
1. RECORD Brand Moments. Keep a log of your branding “moments of truth.” For example, write down any time a customer says, “I figured you would do that!” or “It doesn’t surprise me to see your company…” or “That’s exactly what I expected your website to say!” After all, what people remember about you is what you are.
2. REMIND Brand Moments: in your office, post a bunch of sticky notes that read, “Is what I’m doing RIGHT NOW consistent with my brand?” This will keep you accountable. And if you’re ever not sure if the answer is yes, well, consider that a hint.
3. REINFORCE Brand Moments: any time you do or say something consistent with your brand’s values, tell people. For example, if you email a prospect and say, “Well, my consulting fees are available on my website,” don’t forget to punctuate that sentence with, “…because that’s the way I do business,” or “…because that’s what clients have come to expect of me.” They’ll appreciate your integrity. And people respond to policies.
ONE FINAL NOTE: don’t seek to achieve 100% predictability. There’s nothing wrong with throwing a few curve balls here and there.
Just remember, consistency is CRUCIAL to successful branding. Because consistency is far better than rare moments of greatness.
And…
Consistency leads to familiarity.Familiarity leads to predictability.And predictability leads to trust.
To confirm their suspicions about the value you deliver and the values you stand for.
It ALSO means you need to be (somewhat) predicable:
1. In person.2. Via email.3. On the phone. 4. Throughout your marketing efforts.
Be (somewhat) predictable.
Disney calls this “staying in character.” (After all, their employees ARE called “cast members!”)
AND HERE’S THE THING: you’re not that different!
OK, maybe you wear a little less makeup. But the distinction is, instead of playing the role of Snow White, you’re playing the role of YOU.
SO, THE CHALLENGE IS: how do you become (somewhat) predictable?
Here’s a list of three ways to maintain brand consistency:
1. RECORD Brand Moments. Keep a log of your branding “moments of truth.” For example, write down any time a customer says, “I figured you would do that!” or “It doesn’t surprise me to see your company…” or “That’s exactly what I expected your website to say!” After all, what people remember about you is what you are.
2. REMIND Brand Moments: in your office, post a bunch of sticky notes that read, “Is what I’m doing RIGHT NOW consistent with my brand?” This will keep you accountable. And if you’re ever not sure if the answer is yes, well, consider that a hint.
3. REINFORCE Brand Moments: any time you do or say something consistent with your brand’s values, tell people. For example, if you email a prospect and say, “Well, my consulting fees are available on my website,” don’t forget to punctuate that sentence with, “…because that’s the way I do business,” or “…because that’s what clients have come to expect of me.” They’ll appreciate your integrity. And people respond to policies.
ONE FINAL NOTE: don’t seek to achieve 100% predictability. There’s nothing wrong with throwing a few curve balls here and there.
Just remember, consistency is CRUCIAL to successful branding. Because consistency is far better than rare moments of greatness.
And…
Consistency leads to familiarity.Familiarity leads to predictability.And predictability leads to trust.
Shtick Only Goes So Far
I loathe the word “shtick.”
So, I did some research to figure out what it really means. And I discovered two facts:
1. The word shtick is defined as “A characteristic attribute, talent, gimmick or trait that is helpful in securing recognition or attention.”
2. The word shtick is derived from the Yiddish term shtik, which means “piece or routine.”
Your “thing.” Your “hook.”
Your shtick.
Now, does that mean shtick is bad?
Not necessarily.
See, it’s not that shtick is bad. It just…
Shtick isn’t enough. Shtick needs substance.Shtick doesn’t sustain you.Shtick only sells temporarily.
Sure, shtick is catchy and cool and clever and fun and different.
But in business, that will only carry you so far.
Sure, shtick might get you in the door.
But in marketing, that doesn’t guarantee you’ll stay in the room.
Only VALUE and SUBSTANCE can do that.
Take it from a guy who made a career out of wearing a nametag 24-7 for the past 2,380 days.
Sure, it’s SHTICK-Y, but only substance has made my career STICK-Y.
Sort of like comparing Dum-Dum Pops and Tootsie Pops.
Both are delicious. Both are popular.
But only one has SUBSTANCE. (Ahem, Mr. Tootsie.)
Which isn’t to say that Dum-Dums are bad. People love Dum-Dums!
But in business, you CAN’T just be all sugar.
Customers want value.Customers want substance.Customers want to take a few licks and then discover your Tootsie center.
So, I did some research to figure out what it really means. And I discovered two facts:
1. The word shtick is defined as “A characteristic attribute, talent, gimmick or trait that is helpful in securing recognition or attention.”
2. The word shtick is derived from the Yiddish term shtik, which means “piece or routine.”
Your “thing.” Your “hook.”
Your shtick.
Now, does that mean shtick is bad?
Not necessarily.
See, it’s not that shtick is bad. It just…
Shtick isn’t enough. Shtick needs substance.Shtick doesn’t sustain you.Shtick only sells temporarily.
Sure, shtick is catchy and cool and clever and fun and different.
But in business, that will only carry you so far.
Sure, shtick might get you in the door.
But in marketing, that doesn’t guarantee you’ll stay in the room.
Only VALUE and SUBSTANCE can do that.
Take it from a guy who made a career out of wearing a nametag 24-7 for the past 2,380 days.
Sure, it’s SHTICK-Y, but only substance has made my career STICK-Y.
Sort of like comparing Dum-Dum Pops and Tootsie Pops.
Both are delicious. Both are popular.
But only one has SUBSTANCE. (Ahem, Mr. Tootsie.)
Which isn’t to say that Dum-Dums are bad. People love Dum-Dums!
But in business, you CAN’T just be all sugar.
Customers want value.Customers want substance.Customers want to take a few licks and then discover your Tootsie center.
Are You Good, Great Or Awesome?
Are you good, great or awesome?
One of the early lessons I learned about speaking (and business as a whole) was from Lou Heckler.
Man, talk about a great last name for a humorist, huh?
Anyway, here’s what Lou told me in 2003. I never forgot it:
There are three kinds of speakers in the world.
First, there’s a GOOD speaker. After he’s done with his talk, audience members come up to him, shake his hand and say, “Good speech. Thanks a lot!”
Then, there’s a GREAT speaker. After he’s done with his talk, audience members come up to him, shake is hand and say, “Great speech! That story about that guy you met on the bus really hit a nerve. Thanks a lot!”
Then, there’s an AWESOME speaker. After he’s done with his talk, audience members come up to him; but instead of shaking his hand, they give him a business card and say, “I want you to do that for my company.”
Wow.
And this isn’t just about giving speeches, either.
This is about value.
This is about perception.
FOR EXAMPLE: a prospect comes to your website. He has a look around. And then he emails you with one of the following responses:
1. Dear You: I just stumbled across your site, and I’ve got to say – it’s really good. Thanks a lot. Sincerely, Mike.
2. Dear You: I just stumbled across your site, and I’ve got to say – it’s really great! Love those articles and video testimonials! Sincerely, Mike.
3. Dear You: I just stumbled across your site, and I want to hire you. Call me this afternoon. Sincerely, Mike.
Which email would you want?
THE BOTTOM LINE: this is about excelling at doing what you do … particularly in front of people who can buy from you NOW.
Good. Great. Awesome.
One of the early lessons I learned about speaking (and business as a whole) was from Lou Heckler.
Man, talk about a great last name for a humorist, huh?
Anyway, here’s what Lou told me in 2003. I never forgot it:
There are three kinds of speakers in the world.
First, there’s a GOOD speaker. After he’s done with his talk, audience members come up to him, shake his hand and say, “Good speech. Thanks a lot!”
Then, there’s a GREAT speaker. After he’s done with his talk, audience members come up to him, shake is hand and say, “Great speech! That story about that guy you met on the bus really hit a nerve. Thanks a lot!”
Then, there’s an AWESOME speaker. After he’s done with his talk, audience members come up to him; but instead of shaking his hand, they give him a business card and say, “I want you to do that for my company.”
Wow.
And this isn’t just about giving speeches, either.
This is about value.
This is about perception.
FOR EXAMPLE: a prospect comes to your website. He has a look around. And then he emails you with one of the following responses:
1. Dear You: I just stumbled across your site, and I’ve got to say – it’s really good. Thanks a lot. Sincerely, Mike.
2. Dear You: I just stumbled across your site, and I’ve got to say – it’s really great! Love those articles and video testimonials! Sincerely, Mike.
3. Dear You: I just stumbled across your site, and I want to hire you. Call me this afternoon. Sincerely, Mike.
Which email would you want?
THE BOTTOM LINE: this is about excelling at doing what you do … particularly in front of people who can buy from you NOW.
Good. Great. Awesome.
Tuesday, May 29, 2007
Printable Business Cards for Your New Business
Are you tired of wasting ink, expensive card stock, and your precious time? I was sick of giving out the cheap looking business cards that always seemed a little bit out of alignment. Finally, I found a company that will give you free business cards.
All you have to do is use their templates, either with or without your own graphics, and they print it and make it perfect. Then you sit back and reap the rewards of professional looking business cards for the low cost of shipping. If you want to print them yourself, you can do that too.
You might want to try them out first and see how good of a job they do, or you may want to go all out and have custom business cards, magnets, and notepads delivered directly to your door. All you have to do is go to the site and use the business card template which will allow you to print them or order them as needed.
Nothing says how professional you are like your own unique business card that helps you stand out from all the "other guys". Now you can make your business card reflect what kind of business you run. Not the average run of the mill black and white card with no personality but a colorful, professional, and eye-catching business card that doesn't cost you your first-born.
In addition to the money you save over having someone else design your new cards, you'll be secure in knowing that all of your business information will be correct. You put in the information you want known and then verify it so your name, business name, and contact information will all be right at your potential client's fingertips.
If you do use the free business card template make sure you only set your printer to print one sheet the first time so that you do not waste any of the precious card stock or ink in case you have to adjust alignment. Choose good card stock so that your contacts remember you and not how cheap and unappealing your card was. Also, remember not to use strange, small, or hard to read fonts on your business cards that might make your contact information difficult to decipher. Finally, make sure you have plenty of the correct ink in your printer, and extra ink available so that your cards don't have odd or faint printing on them. No one has to know that either you made your own cards or that you got your business cards for free.
All you have to do is use their templates, either with or without your own graphics, and they print it and make it perfect. Then you sit back and reap the rewards of professional looking business cards for the low cost of shipping. If you want to print them yourself, you can do that too.
You might want to try them out first and see how good of a job they do, or you may want to go all out and have custom business cards, magnets, and notepads delivered directly to your door. All you have to do is go to the site and use the business card template which will allow you to print them or order them as needed.
Nothing says how professional you are like your own unique business card that helps you stand out from all the "other guys". Now you can make your business card reflect what kind of business you run. Not the average run of the mill black and white card with no personality but a colorful, professional, and eye-catching business card that doesn't cost you your first-born.
In addition to the money you save over having someone else design your new cards, you'll be secure in knowing that all of your business information will be correct. You put in the information you want known and then verify it so your name, business name, and contact information will all be right at your potential client's fingertips.
If you do use the free business card template make sure you only set your printer to print one sheet the first time so that you do not waste any of the precious card stock or ink in case you have to adjust alignment. Choose good card stock so that your contacts remember you and not how cheap and unappealing your card was. Also, remember not to use strange, small, or hard to read fonts on your business cards that might make your contact information difficult to decipher. Finally, make sure you have plenty of the correct ink in your printer, and extra ink available so that your cards don't have odd or faint printing on them. No one has to know that either you made your own cards or that you got your business cards for free.
Diversify - Diversify - Diversify
Diversifying is no longer a financial term. It can be applied to many avenues. However, it seems so relevant in the fashion world today. Brands are beginning to extend their reach. They are no longer focusing on designing one or two kinds of items. The mission of many brands is to become a lifestyle brand.
Gwen Stefani, a noted celebrity and musician, started her brand called L.A.M.B. At first, the line was clothing only-the usual sweaters, tops, dresses, skirts, and pants. Then she jumped into footwear. This past season L.A.M.B launched a line of handbags. Just recently it was reported that the brand inked a deal with Coty Inc. to put out a signature fragrance as well. The trend appears to be first to understand and master an area of fashion and then expand the offerings in your portfolio.
Many denim companies have gotten the memo as well. Seven for All Mankind at LA Fashion Week showed capes, handbags, and footwear. Union, a high quality denim brand will produce wool, leather, and velvet jackets for this coming Fall season. They also plan to put out wool pants, cashmere sweaters, and tops. Union and Seven will continue to design denim however; their focus has shifted to become more of a lifestyle brand.
Expansion is nothing new to Hugo Boss who already has deals with Movado for watches, P & G for fragrance and cosmetics, and Safilo SpA for eyewear. In the Spring ’08 Boss will bring about a new venture. The brand will partner with Swarovski for jewelry and cufflinks. The partnership will carry 3 collections: Boss Black, Boss Orange, and Boss Selection. Boss Black will offer chic items while Boss Orange will fair on the unique side. Boss Selection will present lavish cufflinks.
Becoming a lifestyle brand is often a high feat. The brand must first be established. There must already be a cherished item that consumers love. For instance, Juicy Couture first began with terry cloth and velour pieces. These were highly sought after items. From there came denim, tee shirts, handbags, accessories, fragrance, outerwear, and even a flagship store.
Gwen Stefani, a noted celebrity and musician, started her brand called L.A.M.B. At first, the line was clothing only-the usual sweaters, tops, dresses, skirts, and pants. Then she jumped into footwear. This past season L.A.M.B launched a line of handbags. Just recently it was reported that the brand inked a deal with Coty Inc. to put out a signature fragrance as well. The trend appears to be first to understand and master an area of fashion and then expand the offerings in your portfolio.
Many denim companies have gotten the memo as well. Seven for All Mankind at LA Fashion Week showed capes, handbags, and footwear. Union, a high quality denim brand will produce wool, leather, and velvet jackets for this coming Fall season. They also plan to put out wool pants, cashmere sweaters, and tops. Union and Seven will continue to design denim however; their focus has shifted to become more of a lifestyle brand.
Expansion is nothing new to Hugo Boss who already has deals with Movado for watches, P & G for fragrance and cosmetics, and Safilo SpA for eyewear. In the Spring ’08 Boss will bring about a new venture. The brand will partner with Swarovski for jewelry and cufflinks. The partnership will carry 3 collections: Boss Black, Boss Orange, and Boss Selection. Boss Black will offer chic items while Boss Orange will fair on the unique side. Boss Selection will present lavish cufflinks.
Becoming a lifestyle brand is often a high feat. The brand must first be established. There must already be a cherished item that consumers love. For instance, Juicy Couture first began with terry cloth and velour pieces. These were highly sought after items. From there came denim, tee shirts, handbags, accessories, fragrance, outerwear, and even a flagship store.
Exclusive or Inclusive, Which Jeopardizes the Brand?
It has become a growing trend for high-end famous designers to partner with mass-market retailers. We’ve seen it with Karl Lagerfeld and H & M, last season’s partnership with Viktor & Rolf and H&M, and most recently Proenza Schouler and Target. These partnerships have been very lucrative for both sides. One could even argue that the mass-market retailers might be getting more out of the deal.
Of course, there are always two sides to each story. From one view point, those who believe in exclusivity are probably all set to throw away their ready-to-wear and haute couture by those said designers. From another view point, those who live on a shoe string budget and have always wanted to indulge are leaping for joy. And then there are those who probably don’t care and don’t know who the designers are or the brands they may represent.
Being exclusive somehow says to consumers that you are a brand that is coveted by many however, only available to few. Therefore, the brand has more equity and is viewed in high esteem. Many have frowned upon designers who have decided to roll up their sleeves and provide low-end retailers with a taste of high quality fashion. Thus, the loss of respect from their peers and loyal customers may drive the brand’s image down.
On the other hand, inclusiveness can open so many other avenues. Designers have the opportunity to parade their names in front of a broader audience and gain mass appeal. Also, within their lines they can create lower priced versions (i.e. Marc by Marc Jacobs). This works well especially when the designer has already partnered with a low-end retailer. In this case, the designer has established a relationship with a consumer that probably didn’t know where to buy their line, let alone able to afford it. Of course, the biggest payoff is the money. These deals are worth millions of dollars, permitting the designers to do what most designers ultimately want to do besides create beautiful clothing: increase their bottom line.
I guess the question should not be if such partnerships jeopardize their brands. The question, perhaps, should be does it jeopardize their bottom line. At the end of day, we are mere spectators with opinions and it is up to the designers to decide which question is appropriate to ask based on their ultimate goal: the money or the craft.
Of course, there are always two sides to each story. From one view point, those who believe in exclusivity are probably all set to throw away their ready-to-wear and haute couture by those said designers. From another view point, those who live on a shoe string budget and have always wanted to indulge are leaping for joy. And then there are those who probably don’t care and don’t know who the designers are or the brands they may represent.
Being exclusive somehow says to consumers that you are a brand that is coveted by many however, only available to few. Therefore, the brand has more equity and is viewed in high esteem. Many have frowned upon designers who have decided to roll up their sleeves and provide low-end retailers with a taste of high quality fashion. Thus, the loss of respect from their peers and loyal customers may drive the brand’s image down.
On the other hand, inclusiveness can open so many other avenues. Designers have the opportunity to parade their names in front of a broader audience and gain mass appeal. Also, within their lines they can create lower priced versions (i.e. Marc by Marc Jacobs). This works well especially when the designer has already partnered with a low-end retailer. In this case, the designer has established a relationship with a consumer that probably didn’t know where to buy their line, let alone able to afford it. Of course, the biggest payoff is the money. These deals are worth millions of dollars, permitting the designers to do what most designers ultimately want to do besides create beautiful clothing: increase their bottom line.
I guess the question should not be if such partnerships jeopardize their brands. The question, perhaps, should be does it jeopardize their bottom line. At the end of day, we are mere spectators with opinions and it is up to the designers to decide which question is appropriate to ask based on their ultimate goal: the money or the craft.
Logos - A Thing Of the Past?
Designers seem to be scaling back on the ‘in your face’ logo bags. There is so much one can do to a bag besides add a handle and a zipper. Designers are stretching their creative muscles and reaching for individuality.
Of course, there are your typical big name players that will always have their logos strewn across their bags (Louis Vuitton, Gucci, Fendi, etc.) in every collection. But even these brands have found triumph in removing their names and replacing them with wonderful designs, colors (metallics are popping everywhere) textures (patent leather and patchwork), and shapes. This season, translucent bags will be home to Dolce & Gabanna, Oscar de la Renta, Chanel, and many more. Even patent leather will find warmth with Marc Jacobs, Valentino, and others .Gucci, Louis Vuitton, and Yves Saint Laurent all have coveted bags in the metallic family. Right now, It’s all about texture and quality.
It does seem that many of the names above established themselves by stamping their logo everywhere possible. It was how consumers first familiarized themselves with the brand. Their logos stood out and commanded attention. However, logos could perhaps be passé (for now).
Designers know that it is no longer enough to put your logo across a bag. Now, they must push to create beautiful works of art that the consumer will love and appreciate. This is very healthy for the industry; creativity begets more creativity. Small designers now have a chance to flourish as well, because it’s no longer about the logo. It’s actually about the bag itself. Small designers can freely create well designed bags and place them in retailers as well as boutiques. They can also price their carryalls at the same level of their big name counterparts.
Logos are not going away, they are merely taking a backseat to creativity. However, this new era is a breath of fresh air. It is great to see carryalls in such forms. It gives consumers variety and it opens a realm of possibilities amongst designers- both large and small. It brings home that fashion truly is art.
Of course, there are your typical big name players that will always have their logos strewn across their bags (Louis Vuitton, Gucci, Fendi, etc.) in every collection. But even these brands have found triumph in removing their names and replacing them with wonderful designs, colors (metallics are popping everywhere) textures (patent leather and patchwork), and shapes. This season, translucent bags will be home to Dolce & Gabanna, Oscar de la Renta, Chanel, and many more. Even patent leather will find warmth with Marc Jacobs, Valentino, and others .Gucci, Louis Vuitton, and Yves Saint Laurent all have coveted bags in the metallic family. Right now, It’s all about texture and quality.
It does seem that many of the names above established themselves by stamping their logo everywhere possible. It was how consumers first familiarized themselves with the brand. Their logos stood out and commanded attention. However, logos could perhaps be passé (for now).
Designers know that it is no longer enough to put your logo across a bag. Now, they must push to create beautiful works of art that the consumer will love and appreciate. This is very healthy for the industry; creativity begets more creativity. Small designers now have a chance to flourish as well, because it’s no longer about the logo. It’s actually about the bag itself. Small designers can freely create well designed bags and place them in retailers as well as boutiques. They can also price their carryalls at the same level of their big name counterparts.
Logos are not going away, they are merely taking a backseat to creativity. However, this new era is a breath of fresh air. It is great to see carryalls in such forms. It gives consumers variety and it opens a realm of possibilities amongst designers- both large and small. It brings home that fashion truly is art.
Web Branding - Bottled Rainforest
Have you ever been around a poet that knows so much poetry by heart that they annoy you every time the subject of poetry comes up? They are passionate about their love for poetry and are emotional as they explain the complexity of the poems they recite.
Certainly you have heard techno-geeks spouting off the specifications for the latest computer gadget, software program of external device. They know computers and computer language seeps from them unbidden.
These people are enthusiastic about the things they love. Their passion is brought to a laser focus as they allow what they know to permeate their life and lifestyle.
Believe it or not, this is exactly how you should be in relation to your business. You web branding is a direct result of how intimately acquainted you are with your online business. The more you know about your business, and the more clearly you have defined the facets of the passion of your business the better you will be at web branding.
Web branding isn’t simply developing a slogan, it’s understanding your business so well that you can help your website breathe the same air as your business. Web branding provides the glue you need to not only put your online business together, but to keep it together.
When we get married we want to learn as much about our spouse as we can. We want to learn what makes them happy, what topics should be avoided and how to best serve their interests. As odd as it may sound this is the premise of web branding. The only difference is in marriage you may keep certain things between you and your spouse whereas in web branding you take everything you’ve learned about your business and help online consumers catch a vision for what you do and who you are.
You may need to look at your business more as the culmination of a love story and less as a manual for operating your DVD player. The difference is based in emotion.
Marketing your website may require calculated non-emotive strategies, but web branding requires you to become involved in learning to express who you are as a business and allow emotion to be a driving force in the casting of your vision.
I came across a bottled water company recently that is involved in saving the rainforest. Part of their branding is that they don’t just sell water they are able to preserve 90 square feet of rainforest with every bottle of their water sold. They know that not everyone is interested in saving the rainforest, but the branding helps set them apart from every other water bottler. They have expressed passion in their branding.
Certainly you have heard techno-geeks spouting off the specifications for the latest computer gadget, software program of external device. They know computers and computer language seeps from them unbidden.
These people are enthusiastic about the things they love. Their passion is brought to a laser focus as they allow what they know to permeate their life and lifestyle.
Believe it or not, this is exactly how you should be in relation to your business. You web branding is a direct result of how intimately acquainted you are with your online business. The more you know about your business, and the more clearly you have defined the facets of the passion of your business the better you will be at web branding.
Web branding isn’t simply developing a slogan, it’s understanding your business so well that you can help your website breathe the same air as your business. Web branding provides the glue you need to not only put your online business together, but to keep it together.
When we get married we want to learn as much about our spouse as we can. We want to learn what makes them happy, what topics should be avoided and how to best serve their interests. As odd as it may sound this is the premise of web branding. The only difference is in marriage you may keep certain things between you and your spouse whereas in web branding you take everything you’ve learned about your business and help online consumers catch a vision for what you do and who you are.
You may need to look at your business more as the culmination of a love story and less as a manual for operating your DVD player. The difference is based in emotion.
Marketing your website may require calculated non-emotive strategies, but web branding requires you to become involved in learning to express who you are as a business and allow emotion to be a driving force in the casting of your vision.
I came across a bottled water company recently that is involved in saving the rainforest. Part of their branding is that they don’t just sell water they are able to preserve 90 square feet of rainforest with every bottle of their water sold. They know that not everyone is interested in saving the rainforest, but the branding helps set them apart from every other water bottler. They have expressed passion in their branding.
Branding and Marketing-Things Sure Have Changed
Branding and marketing is a huge field with many devoted fans and as many reluctant participants. One thing for sure, in branding and marketing--things sure have changed. One of the things most dramatically altering the face of branding and marketing is blogging.
A blog, or weblog, is a regularly updated journal published on the web. (Technorati) And, according to Technorati, (a site that tracks links and website updates to the tune of tens of thousands of updates every hour) there are over 175,000 new blogs every day. Bloggers regularly update their blogs with over 1.6 million posts per day, or over 18 updates a second.
Blogging is a social medium, meaning that it is a living entity seeking interaction with others. Blogging is powerful because it has a low barrier to entry, both in technical skills and in credentials—you don’t need to be a professional writer or a techno geek to be able to create a blog. Basically, if you feel passionate about a topic and are ready to write about it on a regular basis, you can host a blog.
As a blogging community grows, and ideas, links and information are shared, a blog can take on a life of its own, capable of garnering a large, devoted, passionate and therefore powerful audience. As word of mouth and viral marketing techniques are overtaking traditional print, advertisers have jumped on board. Some sites allow or encourage advertising on their blogs, others wouldn’t even consider it—but advertising aside, a mere mention of something on a popular blog can literally drive hordes of people to check something out on a website, store or online video.
Why has blogging become so powerful? A blog is powerful because it has the ability to connect millions of people around the world, instantly sharing ideas and commentary.
People want to speak the truth and let their guard down, and people want to connect with others who do the same. Opinion rules in today’s marketing -- This is never so true as it is in the new world of Internet 2.0 and in the unconventional ways that people are connecting. The old adage was, People want to do business with those they know. The new adage is more like--People want to do business with someone that someone knows (and has connected with and had a good experience with).
Traditional business maintains that wall of authority-speak and formalizes the once-removed technique of communication. In traditional marketing, the formal was cultivated and informal was removed. You believed something because someone in authority (or popularity) told you it was so. So, while it is important that those in command have credentials in order to be trusted, it is the world of opinion based upon experience with a brand that drives credibility.
Blogging has changed the face of the internet, and therefore marketing and branding. It is changing marketing and branding from a static message to a dynamic and fast-paced interchange.
A blog, or weblog, is a regularly updated journal published on the web. (Technorati) And, according to Technorati, (a site that tracks links and website updates to the tune of tens of thousands of updates every hour) there are over 175,000 new blogs every day. Bloggers regularly update their blogs with over 1.6 million posts per day, or over 18 updates a second.
Blogging is a social medium, meaning that it is a living entity seeking interaction with others. Blogging is powerful because it has a low barrier to entry, both in technical skills and in credentials—you don’t need to be a professional writer or a techno geek to be able to create a blog. Basically, if you feel passionate about a topic and are ready to write about it on a regular basis, you can host a blog.
As a blogging community grows, and ideas, links and information are shared, a blog can take on a life of its own, capable of garnering a large, devoted, passionate and therefore powerful audience. As word of mouth and viral marketing techniques are overtaking traditional print, advertisers have jumped on board. Some sites allow or encourage advertising on their blogs, others wouldn’t even consider it—but advertising aside, a mere mention of something on a popular blog can literally drive hordes of people to check something out on a website, store or online video.
Why has blogging become so powerful? A blog is powerful because it has the ability to connect millions of people around the world, instantly sharing ideas and commentary.
People want to speak the truth and let their guard down, and people want to connect with others who do the same. Opinion rules in today’s marketing -- This is never so true as it is in the new world of Internet 2.0 and in the unconventional ways that people are connecting. The old adage was, People want to do business with those they know. The new adage is more like--People want to do business with someone that someone knows (and has connected with and had a good experience with).
Traditional business maintains that wall of authority-speak and formalizes the once-removed technique of communication. In traditional marketing, the formal was cultivated and informal was removed. You believed something because someone in authority (or popularity) told you it was so. So, while it is important that those in command have credentials in order to be trusted, it is the world of opinion based upon experience with a brand that drives credibility.
Blogging has changed the face of the internet, and therefore marketing and branding. It is changing marketing and branding from a static message to a dynamic and fast-paced interchange.
Friday, May 25, 2007
Who Are You? What Do You Do? (And Does Anyone else Know?)
Who are you?
What do you do?
What phrase or few words do others use when they describe you and your business to others? Is this different or the same no matter who is doing the describing (you mom says pretty much the same thing as your insurance broker?)
We're talking here about your unique brand Because people don't really buy a product or service, they buy you. So your brand better make sense and be easy to understand and buy. That's not to say you can't highlight different areas of expertise to different groups - but ultimately - you want everyone to walk away with the overall same impression of you and your business time after time.
I've got a friend who is a master at creating his brand. At just 32 years old, he's started a number of businesses in a few different fields. The reason, at least in part, that they are successful is because people believe in him. His brand suits him well. He's a young serial-entrepreneur who's eager to meet new people and learn new things and he's consistently the same each and every time you meet him. Not in a bad, boring way, but in a fun, cool, "I want more of that energy" way. He's equally excited about whatever you're working on as he is about what he's working on.
Think about the things you buy each week. Whether it's an actual product or a service, chances are you have an expectation about what you're getting based on the brand. Would you keep hiring the same person to clean your house if every week after they'd left you found a different area that they'd forgotten? One week they forget to take out the trash, another week they don't mop the kitchen floor, etc. Instead you're going to hire someone who delivers the same level of service each and every time.
Your brand is your bread and butter. No matter what business you're in, you're in the business of building your brand so you might as well get used to it - if you're not cultivating your image you have no control over what people are saying about you!
Here are some tips to keep in mind as you cultivate your personal brand:
Be Consistent. Be impeccable with you brand by being consistent in what you deliver. Your image should always be consistent so that no matter who you meet, or where, you're sending the same positive message. Your brand consistency combines your business message as well as your personal message. Alexandria Brown, the E-zine Queen is consistently branded as the super-fun, super-focused-California entrepreneur. Take a few minutes and jot down the things you want to be 'known' for, don't be afraid to include you in this message.
Be Focused. Rather than trying to be everything to everyone, make sure you're sending a focused message. Consistently. Find ways to stand out as the expert in your field and make sure it meshes with your personal beliefs. If you want to be the "outgoing community organizer" then find outgoing ways to provide community organizational skills. You'll be the go-to gal (or guy) in no time.
Be Credible. A brand is no good if you're not credible. You've got to be able to deliver on your promises. If you're creating the brand of "Fun Financial Planner," it stands to reason that you ought to be fun to be around, but that you also really have to have a handle on financial planning.Spend the next few days getting clear with what your brand is and what you want it to be. Make sure it "clicks" with your mission statement and take steps to ensure that you're consistently focusing on delivering your brand's promises every day.
What do you do?
What phrase or few words do others use when they describe you and your business to others? Is this different or the same no matter who is doing the describing (you mom says pretty much the same thing as your insurance broker?)
We're talking here about your unique brand Because people don't really buy a product or service, they buy you. So your brand better make sense and be easy to understand and buy. That's not to say you can't highlight different areas of expertise to different groups - but ultimately - you want everyone to walk away with the overall same impression of you and your business time after time.
I've got a friend who is a master at creating his brand. At just 32 years old, he's started a number of businesses in a few different fields. The reason, at least in part, that they are successful is because people believe in him. His brand suits him well. He's a young serial-entrepreneur who's eager to meet new people and learn new things and he's consistently the same each and every time you meet him. Not in a bad, boring way, but in a fun, cool, "I want more of that energy" way. He's equally excited about whatever you're working on as he is about what he's working on.
Think about the things you buy each week. Whether it's an actual product or a service, chances are you have an expectation about what you're getting based on the brand. Would you keep hiring the same person to clean your house if every week after they'd left you found a different area that they'd forgotten? One week they forget to take out the trash, another week they don't mop the kitchen floor, etc. Instead you're going to hire someone who delivers the same level of service each and every time.
Your brand is your bread and butter. No matter what business you're in, you're in the business of building your brand so you might as well get used to it - if you're not cultivating your image you have no control over what people are saying about you!
Here are some tips to keep in mind as you cultivate your personal brand:
Be Consistent. Be impeccable with you brand by being consistent in what you deliver. Your image should always be consistent so that no matter who you meet, or where, you're sending the same positive message. Your brand consistency combines your business message as well as your personal message. Alexandria Brown, the E-zine Queen is consistently branded as the super-fun, super-focused-California entrepreneur. Take a few minutes and jot down the things you want to be 'known' for, don't be afraid to include you in this message.
Be Focused. Rather than trying to be everything to everyone, make sure you're sending a focused message. Consistently. Find ways to stand out as the expert in your field and make sure it meshes with your personal beliefs. If you want to be the "outgoing community organizer" then find outgoing ways to provide community organizational skills. You'll be the go-to gal (or guy) in no time.
Be Credible. A brand is no good if you're not credible. You've got to be able to deliver on your promises. If you're creating the brand of "Fun Financial Planner," it stands to reason that you ought to be fun to be around, but that you also really have to have a handle on financial planning.Spend the next few days getting clear with what your brand is and what you want it to be. Make sure it "clicks" with your mission statement and take steps to ensure that you're consistently focusing on delivering your brand's promises every day.
Corporate Gifts Offer Great ROI
How do you make the most of your marketing budget? Any marketer will tell you that the key to getting the most mileage of your finances is to choose activities that offer high ROI value. A corporate gift-giving program offers excellent ROI in many different avenues on the marketing spectrum. For just a bit of pocket change, you can catch the attention of your best prospects, woo them to visit you at a trade-show booth, keep yourself in the forefront of their minds, trade on their loyalty and turn them into adverts for your services. All it takes is a little planning and foresight, and some insight into the type of gifts that will grow legs and run for your business.
Obviously, gift-giving is no substitute for offering excellent service and quality products, but when you make corporate gift-giving a part of your marketing tool chest, you’re showing that you understand your clients and have their interests in mind. Here are five times in the business relationship when the right corporate gift – and presentation – can help your company score big on memorability points.
1. Introduction Introduce yourself in style with a classic, useful gift to hook your potential client’s attention. Marketing a new product – or an old product to a new market – calls for special tactics. An eye-catching promotional gift can be just the ticket to arouse interest and spark curiosity about your product or services. Choose a corporate gift that accents or highlights the advantages of doing business with you, and makes it easy for your prospects to remember your name and contact info.
2. Trade Show GiveawaysTrade shows and conventions are ideal opportunities to market your company – but you’re not the only one wooing your potential customers. It’s easy to be forgotten in the mélange of information that attendees will be gathering. The solution? Offer a takeaway that your new contacts will take home and use every day. In fact, offer a range of takeaway gifts based on the commitment of time that your prospects make. You might offer an inexpensive key ring to anyone who stops by your booth, a mid-range emblazoned pen for those who sign up to your mailing list and an eye-catching USB flash drive to those who sit for a half hour presentation of your products and make an appointment for follow-up contact.
3. Holiday Gift GivingHolidays offer an excellent chance to stand out above the competition. Choose classy classic or contemporary gifts that tell your customers how much you value their business. At holidays, the most appreciated holiday gifts are those that are not perceived as promotional marketing materials. One rather unique corporate gift idea - paired red and white wines with a bespoke customized label branded with your product or company name.
4. Thank You GiftsFollow up on a sales appointment or a big sale with a “thank you for your time” gift. Corporate thank you gifts are a great way to show appreciation and cement relationships with key customers. Choose something functional that your customer will use often, and you’ll get the added bonus of extra advertising when he or she flashes your name on a pen, business card holder or carry bag.
5. Employee RecognitionNot your employees – your customer’s. Busy executives often rely on the judgment and advice of their secretaries and executive assistants. Acknowledge them with a gift that makes their job easier or more fun, like this novelty computer mouse with little floating ducks, fishes or custom shapes.
Obviously, gift-giving is no substitute for offering excellent service and quality products, but when you make corporate gift-giving a part of your marketing tool chest, you’re showing that you understand your clients and have their interests in mind. Here are five times in the business relationship when the right corporate gift – and presentation – can help your company score big on memorability points.
1. Introduction Introduce yourself in style with a classic, useful gift to hook your potential client’s attention. Marketing a new product – or an old product to a new market – calls for special tactics. An eye-catching promotional gift can be just the ticket to arouse interest and spark curiosity about your product or services. Choose a corporate gift that accents or highlights the advantages of doing business with you, and makes it easy for your prospects to remember your name and contact info.
2. Trade Show GiveawaysTrade shows and conventions are ideal opportunities to market your company – but you’re not the only one wooing your potential customers. It’s easy to be forgotten in the mélange of information that attendees will be gathering. The solution? Offer a takeaway that your new contacts will take home and use every day. In fact, offer a range of takeaway gifts based on the commitment of time that your prospects make. You might offer an inexpensive key ring to anyone who stops by your booth, a mid-range emblazoned pen for those who sign up to your mailing list and an eye-catching USB flash drive to those who sit for a half hour presentation of your products and make an appointment for follow-up contact.
3. Holiday Gift GivingHolidays offer an excellent chance to stand out above the competition. Choose classy classic or contemporary gifts that tell your customers how much you value their business. At holidays, the most appreciated holiday gifts are those that are not perceived as promotional marketing materials. One rather unique corporate gift idea - paired red and white wines with a bespoke customized label branded with your product or company name.
4. Thank You GiftsFollow up on a sales appointment or a big sale with a “thank you for your time” gift. Corporate thank you gifts are a great way to show appreciation and cement relationships with key customers. Choose something functional that your customer will use often, and you’ll get the added bonus of extra advertising when he or she flashes your name on a pen, business card holder or carry bag.
5. Employee RecognitionNot your employees – your customer’s. Busy executives often rely on the judgment and advice of their secretaries and executive assistants. Acknowledge them with a gift that makes their job easier or more fun, like this novelty computer mouse with little floating ducks, fishes or custom shapes.
Will You Survive the NEW Competition? Four Ways to Win Customers Every Time
[NOTE: Some words in this article may have been disguised to avoid triggering sp*m filters.]
There I said it — the dreaded “C” word. Most people fall into one of three reactions when they think about facing competition: 10% of them go weak in the knees and would rather pretend it didn’t exist, 10% relish competition like it was an ice cream sundae, take a spoon and run with it, and the remaining 80% well… they’re in the middle unsure which way to go. They wait for something to happen —something outside of themselves to cause them to stand up and win or lie down and let the prize pass them by. Where do you fall when it comes to competition?
The dictionary defines competition as:
• the activity of doing something with the goal of outperforming others
• an activity in which people try to do something better than others or win
Someone great once said, “competition breeds excellence” — yelled by athletic coaches everywhere across the world. I’m sure Darwin would agree, saying it’s the building bock of his “survival of the fittest”. So where does this consumer contest really fit into your world as an entrepreneur or small business owner? The answer is —everywhere. And it’s also nowhere — depending on how you play it. In fact “the game” just got even better!
We’ve just transitioned into a new paradigm of business and the global society is still getting its footing.
In the past two decades, we have been moving from the “industrial age” (driven by productivity and machines), through the “post-industrial age”, and we are now firmly in the “information age” (driven by information and individuals). Again, the “information age” is driven by individuals.
This means YOU.
Please don’t disconnect when you read “global society” just because you work for yourself and your market may be your zip code. You ARE a part of the global society, especially in this information age. Thanks to the global connection of the Internet you have just as much “reach” power as any company, corporation, or even government out there. You just haven’t been shown how to speak as loud… yet.
The “information age” has leveled the playing field so that any business (or any person in business) can be as powerful as another. Never in history has the field been so open — possibilities so endless. The catch is: it’s equally great for you as the “you” anywhere else in the world. You are competing with every other business, large or small. In the minds of consumers it’s the same.
A recent study of Advertising and Consumption revealed that “on average, customers receive 230 marketing images every day.” That’s every SINGLE DAY!
That’s a lot of choice thrown at consumers every single day. It’s also a lot of noise. Your customers do what you do. They filter it all out. And only the products or services that really connect to them, through their mind and their heart, ever get to their wallet.
To make sure you grasp in the power of this, please say the next line out loud so that you truly take it to heart - “MY COMPETITION IS EVERY ONE.”
It also means that everyone is a potential customer as well.
Incorporating the theory of Unified Conscious Development, the foundational philosophy of BrandU®, there are 4 things you can do to win customers every time.
1. Know why you do your business and fly it up the flag pole. As a result of marketing overwhelm, consumers crave a deeper reason to buy something. Your “why” should be so charged with power that it breaks through the noise and gives them a deeper reason.
2. Put knowledge on a throne. We’re in the information age. Knowledge is king — it’s more important than any product or service you can ever offer! When you adjust your mindset to this understanding, there is no end to how you can differentiate yourself from the rest. Just remember, your competition can do this too.
3. Give your business a place to live. Not an actual address — a structure. You absolutely must create systems for every aspect of your business or it will explode, or more likely, implode. You need solid processes that you can rely on to give you solid information so that you can chose instead of react. You live in a home for a reason. It gives you shelter, security and a sense of order. Your business needs this structure as well to function, communicate and thrive.
4. Surround yourself in a like community and serve it. Nothing is ever won alone. Although cyclist Lance Armstrong won the Tour de France seven times, he did so with the aid of the other twelve riders on his team, as well as dozens of specialists who prepared him for excellence. Think of both your staff/vendors and your customers as your team. One reason why QVC (the #1 TV shopping Network) says their “sales increased 14% every year since 1996” is that they are building a relationship with customers, not just selling to them. You can ensure that customers buy what you sell if you make sure your business constantly impacts their lives.
By making these fours shifts in the way you approach your business, you can be a vital and successful part of the changing currents of business.
There I said it — the dreaded “C” word. Most people fall into one of three reactions when they think about facing competition: 10% of them go weak in the knees and would rather pretend it didn’t exist, 10% relish competition like it was an ice cream sundae, take a spoon and run with it, and the remaining 80% well… they’re in the middle unsure which way to go. They wait for something to happen —something outside of themselves to cause them to stand up and win or lie down and let the prize pass them by. Where do you fall when it comes to competition?
The dictionary defines competition as:
• the activity of doing something with the goal of outperforming others
• an activity in which people try to do something better than others or win
Someone great once said, “competition breeds excellence” — yelled by athletic coaches everywhere across the world. I’m sure Darwin would agree, saying it’s the building bock of his “survival of the fittest”. So where does this consumer contest really fit into your world as an entrepreneur or small business owner? The answer is —everywhere. And it’s also nowhere — depending on how you play it. In fact “the game” just got even better!
We’ve just transitioned into a new paradigm of business and the global society is still getting its footing.
In the past two decades, we have been moving from the “industrial age” (driven by productivity and machines), through the “post-industrial age”, and we are now firmly in the “information age” (driven by information and individuals). Again, the “information age” is driven by individuals.
This means YOU.
Please don’t disconnect when you read “global society” just because you work for yourself and your market may be your zip code. You ARE a part of the global society, especially in this information age. Thanks to the global connection of the Internet you have just as much “reach” power as any company, corporation, or even government out there. You just haven’t been shown how to speak as loud… yet.
The “information age” has leveled the playing field so that any business (or any person in business) can be as powerful as another. Never in history has the field been so open — possibilities so endless. The catch is: it’s equally great for you as the “you” anywhere else in the world. You are competing with every other business, large or small. In the minds of consumers it’s the same.
A recent study of Advertising and Consumption revealed that “on average, customers receive 230 marketing images every day.” That’s every SINGLE DAY!
That’s a lot of choice thrown at consumers every single day. It’s also a lot of noise. Your customers do what you do. They filter it all out. And only the products or services that really connect to them, through their mind and their heart, ever get to their wallet.
To make sure you grasp in the power of this, please say the next line out loud so that you truly take it to heart - “MY COMPETITION IS EVERY ONE.”
It also means that everyone is a potential customer as well.
Incorporating the theory of Unified Conscious Development, the foundational philosophy of BrandU®, there are 4 things you can do to win customers every time.
1. Know why you do your business and fly it up the flag pole. As a result of marketing overwhelm, consumers crave a deeper reason to buy something. Your “why” should be so charged with power that it breaks through the noise and gives them a deeper reason.
2. Put knowledge on a throne. We’re in the information age. Knowledge is king — it’s more important than any product or service you can ever offer! When you adjust your mindset to this understanding, there is no end to how you can differentiate yourself from the rest. Just remember, your competition can do this too.
3. Give your business a place to live. Not an actual address — a structure. You absolutely must create systems for every aspect of your business or it will explode, or more likely, implode. You need solid processes that you can rely on to give you solid information so that you can chose instead of react. You live in a home for a reason. It gives you shelter, security and a sense of order. Your business needs this structure as well to function, communicate and thrive.
4. Surround yourself in a like community and serve it. Nothing is ever won alone. Although cyclist Lance Armstrong won the Tour de France seven times, he did so with the aid of the other twelve riders on his team, as well as dozens of specialists who prepared him for excellence. Think of both your staff/vendors and your customers as your team. One reason why QVC (the #1 TV shopping Network) says their “sales increased 14% every year since 1996” is that they are building a relationship with customers, not just selling to them. You can ensure that customers buy what you sell if you make sure your business constantly impacts their lives.
By making these fours shifts in the way you approach your business, you can be a vital and successful part of the changing currents of business.
Printable Business Cards for Your New Business
Are you tired of wasting ink, expensive card stock, and your precious time? I was sick of giving out the cheap looking business cards that always seemed a little bit out of alignment. Finally, I found a company that will give you free business cards.
All you have to do is use their templates, either with or without your own graphics, and they print it and make it perfect. Then you sit back and reap the rewards of professional looking business cards for the low cost of shipping. If you want to print them yourself, you can do that too.
You might want to try them out first and see how good of a job they do, or you may want to go all out and have custom business cards, magnets, and notepads delivered directly to your door. All you have to do is go to the site and use the business card template which will allow you to print them or order them as needed.
Nothing says how professional you are like your own unique business card that helps you stand out from all the "other guys". Now you can make your business card reflect what kind of business you run. Not the average run of the mill black and white card with no personality but a colorful, professional, and eye-catching business card that doesn't cost you your first-born.
In addition to the money you save over having someone else design your new cards, you'll be secure in knowing that all of your business information will be correct. You put in the information you want known and then verify it so your name, business name, and contact information will all be right at your potential client's fingertips.
If you do use the free business card template make sure you only set your printer to print one sheet the first time so that you do not waste any of the precious card stock or ink in case you have to adjust alignment. Choose good card stock so that your contacts remember you and not how cheap and unappealing your card was. Also, remember not to use strange, small, or hard to read fonts on your business cards that might make your contact information difficult to decipher. Finally, make sure you have plenty of the correct ink in your printer, and extra ink available so that your cards don't have odd or faint printing on them. No one has to know that either you made your own cards or that you got your business cards for free.
All you have to do is use their templates, either with or without your own graphics, and they print it and make it perfect. Then you sit back and reap the rewards of professional looking business cards for the low cost of shipping. If you want to print them yourself, you can do that too.
You might want to try them out first and see how good of a job they do, or you may want to go all out and have custom business cards, magnets, and notepads delivered directly to your door. All you have to do is go to the site and use the business card template which will allow you to print them or order them as needed.
Nothing says how professional you are like your own unique business card that helps you stand out from all the "other guys". Now you can make your business card reflect what kind of business you run. Not the average run of the mill black and white card with no personality but a colorful, professional, and eye-catching business card that doesn't cost you your first-born.
In addition to the money you save over having someone else design your new cards, you'll be secure in knowing that all of your business information will be correct. You put in the information you want known and then verify it so your name, business name, and contact information will all be right at your potential client's fingertips.
If you do use the free business card template make sure you only set your printer to print one sheet the first time so that you do not waste any of the precious card stock or ink in case you have to adjust alignment. Choose good card stock so that your contacts remember you and not how cheap and unappealing your card was. Also, remember not to use strange, small, or hard to read fonts on your business cards that might make your contact information difficult to decipher. Finally, make sure you have plenty of the correct ink in your printer, and extra ink available so that your cards don't have odd or faint printing on them. No one has to know that either you made your own cards or that you got your business cards for free.
Diversify - Diversify - Diversify
Diversifying is no longer a financial term. It can be applied to many avenues. However, it seems so relevant in the fashion world today. Brands are beginning to extend their reach. They are no longer focusing on designing one or two kinds of items. The mission of many brands is to become a lifestyle brand.
Gwen Stefani, a noted celebrity and musician, started her brand called L.A.M.B. At first, the line was clothing only-the usual sweaters, tops, dresses, skirts, and pants. Then she jumped into footwear. This past season L.A.M.B launched a line of handbags. Just recently it was reported that the brand inked a deal with Coty Inc. to put out a signature fragrance as well. The trend appears to be first to understand and master an area of fashion and then expand the offerings in your portfolio.
Many denim companies have gotten the memo as well. Seven for All Mankind at LA Fashion Week showed capes, handbags, and footwear. Union, a high quality denim brand will produce wool, leather, and velvet jackets for this coming Fall season. They also plan to put out wool pants, cashmere sweaters, and tops. Union and Seven will continue to design denim however; their focus has shifted to become more of a lifestyle brand.
Expansion is nothing new to Hugo Boss who already has deals with Movado for watches, P & G for fragrance and cosmetics, and Safilo SpA for eyewear. In the Spring ’08 Boss will bring about a new venture. The brand will partner with Swarovski for jewelry and cufflinks. The partnership will carry 3 collections: Boss Black, Boss Orange, and Boss Selection. Boss Black will offer chic items while Boss Orange will fair on the unique side. Boss Selection will present lavish cufflinks.
Becoming a lifestyle brand is often a high feat. The brand must first be established. There must already be a cherished item that consumers love. For instance, Juicy Couture first began with terry cloth and velour pieces. These were highly sought after items. From there came denim, tee shirts, handbags, accessories, fragrance, outerwear, and even a flagship store.
Really, brand expansion takes a lot of strategy, timing, and popularity. But once the brand begins on the journey, the opportunities are infinite.
Gwen Stefani, a noted celebrity and musician, started her brand called L.A.M.B. At first, the line was clothing only-the usual sweaters, tops, dresses, skirts, and pants. Then she jumped into footwear. This past season L.A.M.B launched a line of handbags. Just recently it was reported that the brand inked a deal with Coty Inc. to put out a signature fragrance as well. The trend appears to be first to understand and master an area of fashion and then expand the offerings in your portfolio.
Many denim companies have gotten the memo as well. Seven for All Mankind at LA Fashion Week showed capes, handbags, and footwear. Union, a high quality denim brand will produce wool, leather, and velvet jackets for this coming Fall season. They also plan to put out wool pants, cashmere sweaters, and tops. Union and Seven will continue to design denim however; their focus has shifted to become more of a lifestyle brand.
Expansion is nothing new to Hugo Boss who already has deals with Movado for watches, P & G for fragrance and cosmetics, and Safilo SpA for eyewear. In the Spring ’08 Boss will bring about a new venture. The brand will partner with Swarovski for jewelry and cufflinks. The partnership will carry 3 collections: Boss Black, Boss Orange, and Boss Selection. Boss Black will offer chic items while Boss Orange will fair on the unique side. Boss Selection will present lavish cufflinks.
Becoming a lifestyle brand is often a high feat. The brand must first be established. There must already be a cherished item that consumers love. For instance, Juicy Couture first began with terry cloth and velour pieces. These were highly sought after items. From there came denim, tee shirts, handbags, accessories, fragrance, outerwear, and even a flagship store.
Really, brand expansion takes a lot of strategy, timing, and popularity. But once the brand begins on the journey, the opportunities are infinite.
Exclusive or Inclusive, Which Jeopardizes the Brand?
It has become a growing trend for high-end famous designers to partner with mass-market retailers. We’ve seen it with Karl Lagerfeld and H & M, last season’s partnership with Viktor & Rolf and H&M, and most recently Proenza Schouler and Target. These partnerships have been very lucrative for both sides. One could even argue that the mass-market retailers might be getting more out of the deal.
Of course, there are always two sides to each story. From one view point, those who believe in exclusivity are probably all set to throw away their ready-to-wear and haute couture by those said designers. From another view point, those who live on a shoe string budget and have always wanted to indulge are leaping for joy. And then there are those who probably don’t care and don’t know who the designers are or the brands they may represent.
Being exclusive somehow says to consumers that you are a brand that is coveted by many however, only available to few. Therefore, the brand has more equity and is viewed in high esteem. Many have frowned upon designers who have decided to roll up their sleeves and provide low-end retailers with a taste of high quality fashion. Thus, the loss of respect from their peers and loyal customers may drive the brand’s image down.
On the other hand, inclusiveness can open so many other avenues. Designers have the opportunity to parade their names in front of a broader audience and gain mass appeal. Also, within their lines they can create lower priced versions (i.e. Marc by Marc Jacobs). This works well especially when the designer has already partnered with a low-end retailer. In this case, the designer has established a relationship with a consumer that probably didn’t know where to buy their line, let alone able to afford it. Of course, the biggest payoff is the money. These deals are worth millions of dollars, permitting the designers to do what most designers ultimately want to do besides create beautiful clothing: increase their bottom line.
I guess the question should not be if such partnerships jeopardize their brands. The question, perhaps, should be does it jeopardize their bottom line. At the end of day, we are mere spectators with opinions and it is up to the designers to decide which question is appropriate to ask based on their ultimate goal: the money or the craft.
Of course, there are always two sides to each story. From one view point, those who believe in exclusivity are probably all set to throw away their ready-to-wear and haute couture by those said designers. From another view point, those who live on a shoe string budget and have always wanted to indulge are leaping for joy. And then there are those who probably don’t care and don’t know who the designers are or the brands they may represent.
Being exclusive somehow says to consumers that you are a brand that is coveted by many however, only available to few. Therefore, the brand has more equity and is viewed in high esteem. Many have frowned upon designers who have decided to roll up their sleeves and provide low-end retailers with a taste of high quality fashion. Thus, the loss of respect from their peers and loyal customers may drive the brand’s image down.
On the other hand, inclusiveness can open so many other avenues. Designers have the opportunity to parade their names in front of a broader audience and gain mass appeal. Also, within their lines they can create lower priced versions (i.e. Marc by Marc Jacobs). This works well especially when the designer has already partnered with a low-end retailer. In this case, the designer has established a relationship with a consumer that probably didn’t know where to buy their line, let alone able to afford it. Of course, the biggest payoff is the money. These deals are worth millions of dollars, permitting the designers to do what most designers ultimately want to do besides create beautiful clothing: increase their bottom line.
I guess the question should not be if such partnerships jeopardize their brands. The question, perhaps, should be does it jeopardize their bottom line. At the end of day, we are mere spectators with opinions and it is up to the designers to decide which question is appropriate to ask based on their ultimate goal: the money or the craft.
Logos - A Thing Of the Past?
Designers seem to be scaling back on the ‘in your face’ logo bags. There is so much one can do to a bag besides add a handle and a zipper. Designers are stretching their creative muscles and reaching for individuality.
Of course, there are your typical big name players that will always have their logos strewn across their bags (Louis Vuitton, Gucci, Fendi, etc.) in every collection. But even these brands have found triumph in removing their names and replacing them with wonderful designs, colors (metallics are popping everywhere) textures (patent leather and patchwork), and shapes. This season, translucent bags will be home to Dolce & Gabanna, Oscar de la Renta, Chanel, and many more. Even patent leather will find warmth with Marc Jacobs, Valentino, and others .Gucci, Louis Vuitton, and Yves Saint Laurent all have coveted bags in the metallic family. Right now, It’s all about texture and quality.
It does seem that many of the names above established themselves by stamping their logo everywhere possible. It was how consumers first familiarized themselves with the brand. Their logos stood out and commanded attention. However, logos could perhaps be passé (for now).
Designers know that it is no longer enough to put your logo across a bag. Now, they must push to create beautiful works of art that the consumer will love and appreciate. This is very healthy for the industry; creativity begets more creativity. Small designers now have a chance to flourish as well, because it’s no longer about the logo. It’s actually about the bag itself. Small designers can freely create well designed bags and place them in retailers as well as boutiques. They can also price their carryalls at the same level of their big name counterparts.
Logos are not going away, they are merely taking a backseat to creativity. However, this new era is a breath of fresh air. It is great to see carryalls in such forms. It gives consumers variety and it opens a realm of possibilities amongst designers- both large and small. It brings home that fashion truly is art.
Of course, there are your typical big name players that will always have their logos strewn across their bags (Louis Vuitton, Gucci, Fendi, etc.) in every collection. But even these brands have found triumph in removing their names and replacing them with wonderful designs, colors (metallics are popping everywhere) textures (patent leather and patchwork), and shapes. This season, translucent bags will be home to Dolce & Gabanna, Oscar de la Renta, Chanel, and many more. Even patent leather will find warmth with Marc Jacobs, Valentino, and others .Gucci, Louis Vuitton, and Yves Saint Laurent all have coveted bags in the metallic family. Right now, It’s all about texture and quality.
It does seem that many of the names above established themselves by stamping their logo everywhere possible. It was how consumers first familiarized themselves with the brand. Their logos stood out and commanded attention. However, logos could perhaps be passé (for now).
Designers know that it is no longer enough to put your logo across a bag. Now, they must push to create beautiful works of art that the consumer will love and appreciate. This is very healthy for the industry; creativity begets more creativity. Small designers now have a chance to flourish as well, because it’s no longer about the logo. It’s actually about the bag itself. Small designers can freely create well designed bags and place them in retailers as well as boutiques. They can also price their carryalls at the same level of their big name counterparts.
Logos are not going away, they are merely taking a backseat to creativity. However, this new era is a breath of fresh air. It is great to see carryalls in such forms. It gives consumers variety and it opens a realm of possibilities amongst designers- both large and small. It brings home that fashion truly is art.
Thursday, May 24, 2007
Marketing Your Vision
Marketing your vision is critical to your overall branding to your target market. The vision should be a guiding passionate statement that ties into the core fabric of the company, it’s products, people and potential clients. There are many examples of strong brand association like Pepsi, McDonalds, GM and Wells Fargo Bank. You only have to hear the name and you can visualize their product or service offering. Their name will associate to many as a past relationship or perhaps as a competitor that you must figure out a way to take market share from. No matter how the relationship to a name ultimately defines itself the end result came from heavy marketing research dollars that typically take a cross section of the target market and expand on potential winning approaches.
A highly recommended approach is focus groups. Enlist a core group of individuals who together work on solving brand related needs as targeted to your suspect market. They will work together studying the buying habits and future trends of a particular group or subset of a market and then begin to develop an over arching marketing design that will lead to the branding of your companies vision. This exercise could take days or weeks but ultimately it could make or break your initial ramp up to success within a new market or perhaps the launch of a new product or service into an existing market. The end result is that you want your company name to define instantly what it is you market and thus provide to your customers. Sounds simple enough doesn’t it?
There are also consultants who target their services to provide industry specific capabilities that could accelerate your efforts, of course at a fee. Sometimes when you are faced with a great product or a great service idea but your target market is saturated the consultant can role play with your group to help isolate whether or not you can enter this product or service in the direction you visualize. Having someone from outside of the company perform this can be very beneficial as they will not be emotionally attached to your product and thus can articulate based on facts, experience and trends without trying to provide a “soft landing” to ease personal feelings. If the budget is there, this is an extremely viable option to pursue.
Once you have developed your marketing plan you should road test it. Find small cross sections of your potential market niche and exercise the plan through interviews or soft placed ads in various media. Often you can target Universities and shopping malls (assuming a consumer product) as possible locations where you can gain access to independent assessments from people who will not have time to research your solution. This is a golden database of information as it relates directly to the ease of which your plan design resonates with the general public. Obviously this can be emotionally draining trying to get perfect strangers to spend 5 minutes of their important day at the mall to stop and listen to your ideas. A more costly approach is the payment plan. We call this the payment plan because it involves giving your product away to potential clients who are viewed as potential repeat buyers. The upfront cost is high and the results initially will be thin to none in the start up phase. If you have a food or drink product such as Mona Vie and their acai berry juice then perhaps a sample of the product could be a nice approach or teaser which absolutely could lead to return buying as a consumable. No single idea is “the idea” and you may find variations of these approaches suit your business just fine. The key is to take your time, invest in third party support if you can afford to and learn from those that have come your way before.
A highly recommended approach is focus groups. Enlist a core group of individuals who together work on solving brand related needs as targeted to your suspect market. They will work together studying the buying habits and future trends of a particular group or subset of a market and then begin to develop an over arching marketing design that will lead to the branding of your companies vision. This exercise could take days or weeks but ultimately it could make or break your initial ramp up to success within a new market or perhaps the launch of a new product or service into an existing market. The end result is that you want your company name to define instantly what it is you market and thus provide to your customers. Sounds simple enough doesn’t it?
There are also consultants who target their services to provide industry specific capabilities that could accelerate your efforts, of course at a fee. Sometimes when you are faced with a great product or a great service idea but your target market is saturated the consultant can role play with your group to help isolate whether or not you can enter this product or service in the direction you visualize. Having someone from outside of the company perform this can be very beneficial as they will not be emotionally attached to your product and thus can articulate based on facts, experience and trends without trying to provide a “soft landing” to ease personal feelings. If the budget is there, this is an extremely viable option to pursue.
Once you have developed your marketing plan you should road test it. Find small cross sections of your potential market niche and exercise the plan through interviews or soft placed ads in various media. Often you can target Universities and shopping malls (assuming a consumer product) as possible locations where you can gain access to independent assessments from people who will not have time to research your solution. This is a golden database of information as it relates directly to the ease of which your plan design resonates with the general public. Obviously this can be emotionally draining trying to get perfect strangers to spend 5 minutes of their important day at the mall to stop and listen to your ideas. A more costly approach is the payment plan. We call this the payment plan because it involves giving your product away to potential clients who are viewed as potential repeat buyers. The upfront cost is high and the results initially will be thin to none in the start up phase. If you have a food or drink product such as Mona Vie and their acai berry juice then perhaps a sample of the product could be a nice approach or teaser which absolutely could lead to return buying as a consumable. No single idea is “the idea” and you may find variations of these approaches suit your business just fine. The key is to take your time, invest in third party support if you can afford to and learn from those that have come your way before.
Logo - Simple Tool To Make Your Business Stronger
About logos, it can be said that it is an image, which symbolizes a business and its services in an explanatory manner. Logos pictorially represent what can be said or done in few sentences. Logos can range from a simple dot to a very complicated maze of colors and patterns. To create a deep impact on the minds of the people is the central role of a logo as pictures appeal more to the human mind. Logos are thus indispensable for the success of a business. It is an identity, which represents what your company stands for and what it wants to achieve.
Logos serve to attract the attention of the onlookers. Some brilliantly designed logos like the "Swoosh" of Nike or the "Golden Arch". McDonald's, have become trend –setters for the current generation. These logos have become so popular that they instantly create an image of the products that they stand for. A business logo need not necessarily have the business name (like Kellogg's), although this can be taken as an added advantage. In all cases logos represent what the organization stands for.
Logos can be categorized as: combination (icon and text); logotype/letter mark (text or abbreviated text) and Icon (symbol/ brand mark). A good logo should be functional and effective, regardless of the size; eye-catching, regardless of color and more importantly, flexible, to retain its form when printed on certain materials that tends to loose its shape. A professional logo designer should always follow the principles of color, space, form and clarity while designing logos.
Color is a very important aspect in logo design. Different colors carry different emotions and different meanings. Warm colors like yellow and red give a heavy feel while cool colors like light blue, purple project a feeling of lightness. Subdued colors give a feeling of relaxation. Vector graphics is one technology that can be effectively used for logo designing and most importantly, designers should be aware of copyrights and trademarks and should be very careful not to copy any other logo.
Logos serve to attract the attention of the onlookers. Some brilliantly designed logos like the "Swoosh" of Nike or the "Golden Arch". McDonald's, have become trend –setters for the current generation. These logos have become so popular that they instantly create an image of the products that they stand for. A business logo need not necessarily have the business name (like Kellogg's), although this can be taken as an added advantage. In all cases logos represent what the organization stands for.
Logos can be categorized as: combination (icon and text); logotype/letter mark (text or abbreviated text) and Icon (symbol/ brand mark). A good logo should be functional and effective, regardless of the size; eye-catching, regardless of color and more importantly, flexible, to retain its form when printed on certain materials that tends to loose its shape. A professional logo designer should always follow the principles of color, space, form and clarity while designing logos.
Color is a very important aspect in logo design. Different colors carry different emotions and different meanings. Warm colors like yellow and red give a heavy feel while cool colors like light blue, purple project a feeling of lightness. Subdued colors give a feeling of relaxation. Vector graphics is one technology that can be effectively used for logo designing and most importantly, designers should be aware of copyrights and trademarks and should be very careful not to copy any other logo.
The Newest Commodity In Big Business - Carbon Credits
It is common place these days for carbon credits to be bought and sold like any other goods and services regularly traded for on the international market. Carbon Credits have seen a huge growth this year, with permits to emit greenhouse gases doubling in 2007 to be worth to more than 20 billion euros (RM93bil). The dramatic jump in price has highlighted the role big business can play in fighting climate change, while still turning a profit.
The rate for carbon credits in the international market hovers (in March 2007) around 11 to 12 Euros per ton.
Reforestation is an example of how carbon credits can be generated to sell on an international market. The total "carbon credit potential" of forests in New Zealand can add up to $13,000 to $20,000 per hectare over the life of the forest through the trees removing carbon dioxide from the atmosphere.
Projects that permanently reduce existing carbon emissions is another way a company can produce carbon credits for resale. The Indian company, Oil and Natural Gas Corporation Limited, has announced it will register 11 energy saving projects to reduce gas flaring with the United Nations by the end of 2007. Projects to reduce wasted heat in industrial plants or upgrading turbines and equipment for more efficient energy production are all projects that qualify for carbon credits.
The prerequisites a carbon credit business are:
1) Your country must have signed the Kyoto Protocol (the United States has still not signed it as of March 2007). These credits are made possible by the Kyoto's Clean Development Mechanism (CDM). That's why sometimes this new line of trading is also referred to simply as "CDM" business.
2) You have to register your "carbon saving" project with the United Nations before you can sell your credits to other international purchasers.
Selling the "right to pollute" can buy time for companies in developed countries that have not yet reduced their carbon emissions. The price of carbon credits will rise as companies and individuals buy carbon credits and raise the market value. The raising price will give an incentives for western companies to buy less credits and become more efficient. The money generated from this system will help developing countries improve their efficiency where they meet the standards to be eligible to sign the Kyoto Protocol.
Carbon credits are becoming a lucrative growth market, and giving incentives to businesses and politicians to join the carbon market. Western companies from countries that have signed the Kyoto Protocol who have not reduced their carbon emissions will continue to buy these credits from countries that have an excess.
The rate for carbon credits in the international market hovers (in March 2007) around 11 to 12 Euros per ton.
Reforestation is an example of how carbon credits can be generated to sell on an international market. The total "carbon credit potential" of forests in New Zealand can add up to $13,000 to $20,000 per hectare over the life of the forest through the trees removing carbon dioxide from the atmosphere.
Projects that permanently reduce existing carbon emissions is another way a company can produce carbon credits for resale. The Indian company, Oil and Natural Gas Corporation Limited, has announced it will register 11 energy saving projects to reduce gas flaring with the United Nations by the end of 2007. Projects to reduce wasted heat in industrial plants or upgrading turbines and equipment for more efficient energy production are all projects that qualify for carbon credits.
The prerequisites a carbon credit business are:
1) Your country must have signed the Kyoto Protocol (the United States has still not signed it as of March 2007). These credits are made possible by the Kyoto's Clean Development Mechanism (CDM). That's why sometimes this new line of trading is also referred to simply as "CDM" business.
2) You have to register your "carbon saving" project with the United Nations before you can sell your credits to other international purchasers.
Selling the "right to pollute" can buy time for companies in developed countries that have not yet reduced their carbon emissions. The price of carbon credits will rise as companies and individuals buy carbon credits and raise the market value. The raising price will give an incentives for western companies to buy less credits and become more efficient. The money generated from this system will help developing countries improve their efficiency where they meet the standards to be eligible to sign the Kyoto Protocol.
Carbon credits are becoming a lucrative growth market, and giving incentives to businesses and politicians to join the carbon market. Western companies from countries that have signed the Kyoto Protocol who have not reduced their carbon emissions will continue to buy these credits from countries that have an excess.
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