See What I'm Saying

Sometimes just changing the way we say something creates a different perception of ourselves. As I consult with small businesses, many of the the solutions were arrive at are fuelled by a change in conversation. Businesses are naturally entrenched in industry jargon and direction. Their target audience over time only hear one-way conversations. From this they develop perceptions of brands that essentially all blend together.

To break out of this morass of discussion, you need only change the conversation. Sometimes is a yin yang sort of solution. Other times it's a dumbing down. Car guys dabbled in it years ago when they changed "used cars" to "pre-owned" cars. They attempted to raise the quality levels by staying away from the stigma a "used car" had with consumers.

Changing the conversation has many benefits, not the least being differentiating your brand.

Brand Icon Podcast

FREE podcast discussing "brand Icons."

Say What?

What is the conversation between your brand and your prospective customers? What is your brand telling them about you and your company? What ever their perception of you is it's the first indication of what that story is. Having a Linkedin profile recommendation is one way to hear that conversation. You know the story you'd like told but is it the story that getting out? Building your brand is all about the conversation. If if isn't exactly where you want it to be then you are going to have to change that conversation. The time to do it is right now.

I only mention Linkedin because people are accustomed to leaving a recommendation there. If you blog, you can pick up on the conversation by the tone of the comments you get. You can hear the conversation from any number of channels, the important thing is to hear what is being said and build on it. Use every channel available to you to stoke the proper conversation. Your conversation should accurately reflect your brand values. Your conversation should consistently reflect who your are.

Branding - it's all about the conversation

The New Company Brand

Starting a new company? Hey this is a great opportunity to develop your brand from the ground up. At this stage you are in the enviable position of not having any negative baggage to deal with. What ever brand values you bring to the table are the basis for the future of your brand. You can develop your brand image to reflect these values and you can also position your company to come out ready for the fight. One downside is lack of experience. Customers don't necessarily enjoy being the guinea pig. I believe that if your positioning strategy is powerful enough this short-coming may be moot. Confidence can also trump lack of a track record. The company might be new but chance are you have past experiences that compliment this new direction. Use them.

Since perception is reality in branding, keep in mind what perception you want your audience to have when they are first exposed to your brand image. When I develop images, it is absolutely important to know what gut feeling you what customers to have on viewing your brand image. Do you want to look young or mature? How large do you want to look? Is it a male or female audience? All of the touchpoints can be addressed if handled properly BUT remember that they must adhere to your pre-established brand values and personality.

When you've got a pretty good handle on your brand and your ready to hang out your shingle, remember that the consistency of your message and image is imperative to bringing your brand to life, to the point where people embrace you and want to see you succeed.

Presentation Branding Podcast

Important tips to remember when you have to give a presentation.

Who Knows What The Next Email Will Bring…

New business is what every business strives for. Every tool in our marketing tool-box is fine tuned to get results. Most of my marketing efforts rarely get immediate results because most are based on long-term results. The trick is to get started and keep the momentum going. The number one rule is to realize that just because leads aren't pouring in endlessly, doesn't mean your efforts aren't having some effect. Consistency of effort is what brings results. One of my pet lines is - "You just never know what the next email will bring you."

I market myself using email marketing (weekly tips and a monthly newsletter), Linkedin, and blogging big time. Offline I belong to professional networking groups, public speaking, PR and mentoring. I rarely if ever use print other than postcards to distribute at speaking events. Referrals from existing clients also generate new business. Every time I complete a project that I feel might inspire additional business, I brag about it on the multiple levels already mentioned. The most important thing to remember is to be aware of how you are presenting your brand. Every effort should be consistent and you should never compromise your image for a buck. Brand building is hard enough as it is, without complicating things and confusing your audience.

5 Steps To A Better Brand

One:

Determine your brand values and be sure that they accurately reflect your brand. One way to be sure is this scenario: if you took away any one of the values would your brand cease to exist as that brand? If not, then the value wasn't a true value.

Two:

Determine or develop a positioning strategy that makes your brand a leader in your category. This is not some fluffy slogan that merely inspires but is something that potential customers can resonate with and in many cases pay more for.

Three:

Own your color palette. Look to your competition and establish color as an icon that represents your brand exclusively. Think UPS.

Four:

Talk with stakeholders to be sure that their perception of your brand accurately reflects the reality of your brand. It is a good opportunity to validate your values as well.

Five:

Is your brand logo in sync with your brand culture? Does it need updating etc? Many graphic design firms and ad agencies believe branding starts here - pity. Your brand logo should reflect your values and also help to differentiate you. Your logo is essentially the face of your brand. It's how the public is able to identify with you visually.

Naturally there is so much more to branding. But, if you are able to build these five steps into a cohesive message you will be well on your way to strengthening your brand and make it easier for you to sell your products or services.