Dramatically Improve Your Brand

How to Improve Your Brand
 
photo from Erica BensonI recently had the honor of serving on a panel on marketing for Women Business Owners. It became clear that many people don’t understand what their brand really is. Here are the core elements, some of which you may not have considered.
 
(photo by Erica Benson) 
 
 Corporate Identity 
This includes:
your logo
logomark
theme line
corporate colors (PMS, CMYK, RGB)
font (no more than 2)
graphic standard
photos always associated with your company. 
 
In the logo below, the top graphic is a logomark.  The logo is the entire graphic with the words attached.
 
 
 
  
• Theme line / positioning statements   In the logo above, which we designed for Selander and Assoc, the theme line Where People are as Important as the Numbers”  tells you who they work with and the next line tells you what they do.  Your positioning statement should do the same thing, with some kind of adjective or positive tone.
 
 
• Consistent corporate image everywhere  Same colors, same font, same artwork, same theme everywhere. In my logo below, the red (PMS 185) and purpley blue colors(PMS 2685)  are always used and show up in all my marketing .
Be sure yours is consistent in:
             ads
             brochures
             websites
             ezines
             business cards
           
             social media
             videos
             podcasts/ radio
             commercials 
             car wraps, truck art
             signage
             promo items, shirts, mugs, etc.
 

• Public behavior of you, your co-workers and your employees   A post of your people drunk at a bar may lead prospects to think your company is unreliable.  If you behave badly in a public setting, it can ruin your image.  (Think Reese Witherspoon.) 
 
 
 
• Customer service complaints Handling customer complaints is also part of your brand, which is whyyou should monitor social media or have an RSS feed with the company name and product names.
Anytime a complaint shows up, try to resolve the situation in a positive manner.  And if the comment is on google maps, ask happy satisfied customers to comment there. 
 
Recently a large company  blithely opened a Facebook page inviting feedback only to have hundreds of angry and dissatisfied customers rant about their lousy service.  They took the page down.
 
Your brand is so much more than just your logo.  It is the image and visible presence of your business.
 
Remember, it takes years to build a reputation and minutes to destroy it. 
 
If you have any questions, email me at orders@firedupnow.com.  (For those of you who don’t know- I own a 30 yr ad agency, too.)
 
Happy marketing
Snowden

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©2013 Snowden McFall All Rights Reserved. No duplication or reprinting without permission and author reference

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Marketing Tip- How Often to Contact?

 Once Every 6 Weeks

Clients frequently ask me to create their marketing strategy and their marketing materials.  But I always want to know how they are going to implement the strategy and follow-up using the marketing materials.

One suggestion is to use the “once every 6 weeks” rule. With existing clients and prospects, be in front of them somehow, once every six weeks.  Communicate something of value, whether it’s an article you have written or read that is relevant to them, a phone call to check in on them, a birthday card, a newsletter, a brochure, a lunch date, an email update or ezine.  Stay in front of them once every six weeks and be of service.

Always provide value and give more of yourself each time.  And never burn bridges- you have no idea where that CEO will end up or that salesman you spurned will relocate.  It’s a very small world and you want everyone you touch to be better off from your interaction.

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©2012 Snowden McFall All Rights Reserved.  No duplication or reprinting without permission and author reference

To sign up for Snowden’s ezine newsletter on stress, happiness, marketing and motivation, go to: https://firedupnow.com/firedupemailregister.html

Fire Up Your Marketing with Genuine Testimonials

 Use Longer, Meaningful Testimonials for Impact

We’ve all seen the phony sounding TV commercials with hackneyed phrases that don’t ring true. That is not good advertising. It turns us off. What is highly effective is the use of authentic customer testimonials which are highly specific about the value received.

At Brightwork, my ad agency,  we regularly call our clients’ customers to ask them the right questions to ascertain this value.  That often will yield powerfulmarketing information that the client was not even aware of.   Then we get written permission from the customer to use the testimonial in all marketing for the client, noting that no compensation will be provided for this usage.  That legal document can be important. Real testimonial quotes like these can make a substantive difference in your Internet presence, brochures, direct mailers and websites.

Consider this one, for example:

Fired Up sales person“I’ve worked with a dozen realtors and Sue Bird is by far the best.  She constantly stayed on top of every detail in our deal… She saw the entire transaction through from start to finish…even staying in touch after the sale tobe sure I was satisfied.  In a day when incompetence is rampant, Sue is refreshing.  Her confidence and knowledge made me feel comfortable.  She has great expertise and I will definitely use her again.” Dan O’Brien

Some people think short one liner testimonials are better- such as ‘Sue did a great job.”  I disagree.  Meaningful testimonials which speak to value received are much more powerful.  Consider this with your marketing- and here’s a tip- have someone else interview your clients.  It’s difficultto do this effectively for yourself.

 

To sign up for Snowden’s ezine newsletter on stress, happiness, marketing and motivation, go to: https://firedupnow.com/firedupemailregister.html

 ©2011 Snowden McFall All Rights Reserved. No duplication 
or reprinting without permission and author reference.

Update Your Marketing: Be Local, Social & Mobile

Last week, I had the privilege of attending three different seminars, one on social, local, mobile media from the Florida Times Union, one on corporate wellness from Welcoa’s David Hunnicutt, and one on the huge changes at Google on line. This all happened in the space of 48 hours, so you can imagine how stimulated and Fired Up! I was from all the new ideas. Throughout this month, I’ll distill key points for you and share what I’ve learned.

As Mike Blinder shared, a huge amount of people use smart phones for news, navigation, education and business information. Mobile advertising is rising faster than any other form, with 74% of buyers making purchases because of research they did on the Internet. Think about it- what have you used your smartphone for besides a call? Directions? Booking a flight, buying something on ebay? Many people are turning to a mobile optimized website. Doctors and dentists use them to remind patients of upcoming visits via text, restaurants and stores text specials and coupons and link you to their site. Since people spend 2.7 hours a day on their media device, 82% see mobile ads. Something to think about for your future marketing efforts.

 ©2011 Snowden McFall All Rights Reserved. No duplication