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The Stampede
Thank you!
- The Brand Iron Team
Thursday, September 11, 2008
Tuesday, August 26, 2008
Branding- It's not about the logo
I can’t tell you how many times I have heard companies say they want to revise and improve their company brand. Nine out of 10 times, what they really mean is that they want to come up with a new and improved logo, website or other visual presentations of their brand’s “look and feel.” A company’s logo/corporate identity, website and other visual elements are important in communicating a brand, but by no means are they the only things that represent your brand.
Your brand is a relationship you have with your customers, prospects, suspects, partners, vendors and the general business community. It’s hard for me to imagine how a logo, website or other visual elements solely convey what your brand represents. My personal feeling is that strong brands require much more thought than just a shinny logo or slick website.
I believe that strong brands, first and foremost, are strategically designed around what space you want to own and why your company is better than the competition. The company has to know just why it is better, and know how to effectively communicate that simple message clearly and concisely.
Great companies know how to effectively market and get their message out, not only through advertising, but through multiple mediums that reach their targets via the mediums that their targets interact with. You must accept and believe that these days it requires many mediums to be able to make a connection that is real and cuts through the clutter to drive results.
First, you have to know how to integrate this message into your company internally. Get the operations, sales and marketing all on the same page and understand what the brand stands for and how to deliver on the stated brand promise.
Great companies also understand that it takes more than looks. Your product or service has to fulfill the promise that it is cracked up to be. It has to be able to deliver the goods and make customers and clients true brand believers.
For a brand to be great these days you have to have strategy, substance, succinct message, and yes, a good logo and nice website. But you also must have the determination and commitment to succeed. A great brand requires a holistic and integrated approach, much more than just a snappy logo.
Written by Michael Doyle, President of Brand Iron
Your brand is a relationship you have with your customers, prospects, suspects, partners, vendors and the general business community. It’s hard for me to imagine how a logo, website or other visual elements solely convey what your brand represents. My personal feeling is that strong brands require much more thought than just a shinny logo or slick website.
I believe that strong brands, first and foremost, are strategically designed around what space you want to own and why your company is better than the competition. The company has to know just why it is better, and know how to effectively communicate that simple message clearly and concisely.
Great companies know how to effectively market and get their message out, not only through advertising, but through multiple mediums that reach their targets via the mediums that their targets interact with. You must accept and believe that these days it requires many mediums to be able to make a connection that is real and cuts through the clutter to drive results.
First, you have to know how to integrate this message into your company internally. Get the operations, sales and marketing all on the same page and understand what the brand stands for and how to deliver on the stated brand promise.
Great companies also understand that it takes more than looks. Your product or service has to fulfill the promise that it is cracked up to be. It has to be able to deliver the goods and make customers and clients true brand believers.
For a brand to be great these days you have to have strategy, substance, succinct message, and yes, a good logo and nice website. But you also must have the determination and commitment to succeed. A great brand requires a holistic and integrated approach, much more than just a snappy logo.
Written by Michael Doyle, President of Brand Iron
Friday, August 15, 2008
Is it “Plausibly Live” or is it Memorex?
In the spirit of NBC’s coverage of the Summer Olympic Games, I am writing today’s blog in real time. You are actually reading it live. In other words, I promise not to write the next word until you read the current one.
Ok, that’s not true. I’m sorry.
But I think I can get it to pass as “plausibly live.” As you read this, I hope you have the sensation of reading it over my shoulder as I type.
The term “plausibly live” and international sporting events – particularly the Olympics – are synonymous. Olympic events that take place half way around the globe are recorded, then played back in “prime time” as if they are being shown in real time. Even the NBC studio hosts are trained to play along.
The other day, Today Show host Matt Lauer told those of us watching in America that the Opening Ceremonies would be happening later “tonight” when in fact they were in progress not far from where he was standing in Beijing.
My first “plausibly live” Olympic experience took place when I was a kid and it was traumatizing. Although it was 28 years ago, I can still vividly remember 9News sportscaster Ron Zappalo (now of Fox 31 News fame) opening the 5 p.m. newscast waving a small United States flag and informing me that the USA Hockey team had beaten the Russians.
“How could he know?” I wondered. The game wasn’t scheduled to begin on TV for another few hours. Miracle on Ice? It was “Miracle on the Set,” I thought, that he somehow already knew.
In July, NBC announced that it would be providing an average of 212 hours of Olympic coverage daily through 12 different sources including broadcast, cable and broadband offerings. When you add it up, it means 3,600 hours of coverage, more than all previous Summer Olympics combined.
NBC claims that 75 percent of its coverage will be live but who wants to watch Michael Phelps win gold medals and break world records on their cell phone as they wait in line for coffee?
In today’s internet, instant-gratification world, why not offer us a chance to watch the event live on TV? The Mountain Time Zone is 14 hours behind Beijing, but many of us would be willing to watch certain events on TV early in the morning rather than wait for a prime-time, pre-edited and pre-packaged version. At least give us the option. I don’t know about you, but knowing the score of a game or the result of a competition ahead of time (something that is hard to avoid in this day and age) kind of takes away the fun of watching it.
And speaking of live, how about the most recent zinger out of China: the little girl who performed “Ode to the Motherland” as China’s flag was paraded into the stadium during the opening ceremony was only lip-syncing. Chinese officials replaced the actual singer, 7-year-old Yang Peivi, because “she was deemed not cute enough.”
I saw Yang’s picture. Sure, she was missing a few front teeth and didn’t have gymnast sparkles in her hair, but she was still cute.
Plausibly cute at least.
Written by Jim Miller, Brand Iron's Director of Public Relations
Ok, that’s not true. I’m sorry.
But I think I can get it to pass as “plausibly live.” As you read this, I hope you have the sensation of reading it over my shoulder as I type.
The term “plausibly live” and international sporting events – particularly the Olympics – are synonymous. Olympic events that take place half way around the globe are recorded, then played back in “prime time” as if they are being shown in real time. Even the NBC studio hosts are trained to play along.
The other day, Today Show host Matt Lauer told those of us watching in America that the Opening Ceremonies would be happening later “tonight” when in fact they were in progress not far from where he was standing in Beijing.
My first “plausibly live” Olympic experience took place when I was a kid and it was traumatizing. Although it was 28 years ago, I can still vividly remember 9News sportscaster Ron Zappalo (now of Fox 31 News fame) opening the 5 p.m. newscast waving a small United States flag and informing me that the USA Hockey team had beaten the Russians.
“How could he know?” I wondered. The game wasn’t scheduled to begin on TV for another few hours. Miracle on Ice? It was “Miracle on the Set,” I thought, that he somehow already knew.
In July, NBC announced that it would be providing an average of 212 hours of Olympic coverage daily through 12 different sources including broadcast, cable and broadband offerings. When you add it up, it means 3,600 hours of coverage, more than all previous Summer Olympics combined.
NBC claims that 75 percent of its coverage will be live but who wants to watch Michael Phelps win gold medals and break world records on their cell phone as they wait in line for coffee?
In today’s internet, instant-gratification world, why not offer us a chance to watch the event live on TV? The Mountain Time Zone is 14 hours behind Beijing, but many of us would be willing to watch certain events on TV early in the morning rather than wait for a prime-time, pre-edited and pre-packaged version. At least give us the option. I don’t know about you, but knowing the score of a game or the result of a competition ahead of time (something that is hard to avoid in this day and age) kind of takes away the fun of watching it.
And speaking of live, how about the most recent zinger out of China: the little girl who performed “Ode to the Motherland” as China’s flag was paraded into the stadium during the opening ceremony was only lip-syncing. Chinese officials replaced the actual singer, 7-year-old Yang Peivi, because “she was deemed not cute enough.”
I saw Yang’s picture. Sure, she was missing a few front teeth and didn’t have gymnast sparkles in her hair, but she was still cute.
Plausibly cute at least.
Written by Jim Miller, Brand Iron's Director of Public Relations
Thursday, August 7, 2008
Have I said too much? Know when to say "when" with copy length.
People and marketers alike normally have two theories about copy length. They either abide by the rule of K.I.S.S. (Keep it simple stupid) or they want to explain every last detail/benefit to the customer.
So, which is better? Who is right?
We’ll show you how both theories can be used effectively – and more importantly, when to use each.
One of the more important aspects to answering this question – is to test, test and re-test. Continue to refine and pinpoint what works for your sales and marketing process and your company.
1. Do your research – Start collecting your competitor’s marketing materials. For example, for one of our clients, two of their competitors were offering incentives with very little copy supporting the message. We, by contrast, offered a similar incentive but included more descriptive copy on the value and the details of the offer. We separated our client from their competition – by offering a better explanation on how our incentive provided more value than the competition’s offers. Our client was pleased with the results – as it far surpassed any of their past incentives.
2. Sales process – What are you asking your customer to do? Are you asking them to buy a car? Or, are you asking them to go online and claim their free gift? The level of commitment you are asking should drive copy length.
In the example of buying a car: if you are asking the customer to call their local dealership, keep the copy short and the benefits direct and simple. Later in the sales process, when you are at the point of getting the customer to buy, the information you need to communicate will be much more involved. At this stage, the copy will need to completely communicate the facts, the benefits, the options, the cost and the value. You will need to put the customer as ease, providing as much information to help them justify purchasing your product, which in this case, is a high-dollar commitment.
3. Quality – Above all, whether your copy is long or short – it’s the quality that matters most in the end. Copy needs to communicate a message that is value-driven and benefit-oriented. You need to communicate your company and services in a way that differentiates you from your competition.
The length of your message loosely depends on the level of commitment you seek and how complicated your message is. Brand Iron can help you determine the right amount of copy it takes to break through the clutter, differentiate yourself from the competition – and most importantly, get the results that will help your company succeed.
So, which is better? Who is right?
We’ll show you how both theories can be used effectively – and more importantly, when to use each.
One of the more important aspects to answering this question – is to test, test and re-test. Continue to refine and pinpoint what works for your sales and marketing process and your company.
1. Do your research – Start collecting your competitor’s marketing materials. For example, for one of our clients, two of their competitors were offering incentives with very little copy supporting the message. We, by contrast, offered a similar incentive but included more descriptive copy on the value and the details of the offer. We separated our client from their competition – by offering a better explanation on how our incentive provided more value than the competition’s offers. Our client was pleased with the results – as it far surpassed any of their past incentives.
2. Sales process – What are you asking your customer to do? Are you asking them to buy a car? Or, are you asking them to go online and claim their free gift? The level of commitment you are asking should drive copy length.
In the example of buying a car: if you are asking the customer to call their local dealership, keep the copy short and the benefits direct and simple. Later in the sales process, when you are at the point of getting the customer to buy, the information you need to communicate will be much more involved. At this stage, the copy will need to completely communicate the facts, the benefits, the options, the cost and the value. You will need to put the customer as ease, providing as much information to help them justify purchasing your product, which in this case, is a high-dollar commitment.
3. Quality – Above all, whether your copy is long or short – it’s the quality that matters most in the end. Copy needs to communicate a message that is value-driven and benefit-oriented. You need to communicate your company and services in a way that differentiates you from your competition.
The length of your message loosely depends on the level of commitment you seek and how complicated your message is. Brand Iron can help you determine the right amount of copy it takes to break through the clutter, differentiate yourself from the competition – and most importantly, get the results that will help your company succeed.
Friday, August 1, 2008
Web and the Power of Three
There are three key elements in order to have a successful website:
1. A marketing strategy that makes the site an extension of your brand
2. Effective SEO to touch the correct audience and make your site get viewed
3. A user-friendly, content rich, and aesthetically pleasing design
In order to effectively achieve these three elements, a company must first identify what they want their site to accomplish. Is this site a way to develop lead generation? Is the site purely for information distribution? Do you want to display your products/services for consumers to purchase online? Whatever the purpose of the site may be, there must be a strategic plan in place. Milestones and critical dates must be set up for review of the site. It is important to evaluate what is working and what is not. In order to touch the correct audience, SEO strategies must be evaluated. Keep your site in front of the correct audience by developing Google Ad Word strategies and social networking/media components. Finally, a web site needs to have strong design.
Within this element, there are three parts to deeming it worthy of the title, “good design”:
1. usability/functionality
2. strong content
3. aesthetic presentation
Many websites achieve one or two of the three areas, but very few successfully bring the three together. For instance, a website is functional and the content is easy to understand and valuable, however the color scheme is black, orange, red and yellow with a pixilated logo and a scanned photo of the staff. The company managed to secure (1) usability/functionality and (2) strong content, but not (3) aesthetic presentation. Companies must achieve a balance between all three of these areas for successful penetration to the end user.
Keep in mind that good design transcends technology. Interestingly enough, there were many well-designed websites in the mid 90’s that successfully communicated their brand message well and eventually went on to become multi-billion dollar companies.
The Old Apple Site:
The New Apple Site:
There are many complicated elements to successful web design (grid theory, the rule of thirds, unity, harmonious color schemes, etc.), but complete focus on the three areas that I have gone through previously will always result in a website that engages a user and in turn encourages repeat visits. A successful website allows for the end-user to be pleased with the design that displays the company’s brand and the content that clearly communicates their message.
Case Study: Caring Hands Chiropractic
Caring Hands Chiropractic has been successfully practicing in Denver for over 10 years. The client wanted the website to be less sterile and more comforting. Brand Iron was hired to recreate the brand, and in the process created a successful new website that re-enforces the brand message and communicates well with the end-user. Take a look at the before and after versions of CaringHandsChiro.com
Written by Andrew Hoffman, Brand Iron Design Bandit
1. A marketing strategy that makes the site an extension of your brand
2. Effective SEO to touch the correct audience and make your site get viewed
3. A user-friendly, content rich, and aesthetically pleasing design
In order to effectively achieve these three elements, a company must first identify what they want their site to accomplish. Is this site a way to develop lead generation? Is the site purely for information distribution? Do you want to display your products/services for consumers to purchase online? Whatever the purpose of the site may be, there must be a strategic plan in place. Milestones and critical dates must be set up for review of the site. It is important to evaluate what is working and what is not. In order to touch the correct audience, SEO strategies must be evaluated. Keep your site in front of the correct audience by developing Google Ad Word strategies and social networking/media components. Finally, a web site needs to have strong design.
Within this element, there are three parts to deeming it worthy of the title, “good design”:
1. usability/functionality
2. strong content
3. aesthetic presentation
Many websites achieve one or two of the three areas, but very few successfully bring the three together. For instance, a website is functional and the content is easy to understand and valuable, however the color scheme is black, orange, red and yellow with a pixilated logo and a scanned photo of the staff. The company managed to secure (1) usability/functionality and (2) strong content, but not (3) aesthetic presentation. Companies must achieve a balance between all three of these areas for successful penetration to the end user.
Keep in mind that good design transcends technology. Interestingly enough, there were many well-designed websites in the mid 90’s that successfully communicated their brand message well and eventually went on to become multi-billion dollar companies.
The Old Apple Site:
The New Apple Site:
There are many complicated elements to successful web design (grid theory, the rule of thirds, unity, harmonious color schemes, etc.), but complete focus on the three areas that I have gone through previously will always result in a website that engages a user and in turn encourages repeat visits. A successful website allows for the end-user to be pleased with the design that displays the company’s brand and the content that clearly communicates their message.
Case Study: Caring Hands Chiropractic
Caring Hands Chiropractic has been successfully practicing in Denver for over 10 years. The client wanted the website to be less sterile and more comforting. Brand Iron was hired to recreate the brand, and in the process created a successful new website that re-enforces the brand message and communicates well with the end-user. Take a look at the before and after versions of CaringHandsChiro.com
Written by Andrew Hoffman, Brand Iron Design Bandit
Thursday, July 31, 2008
Blogging 2.0
Blogging is a trend on the rise. It was just a few years ago that people started to post their opinions on the web about anything and everything by writing a personal blog. Now, more and more companies and their CEO’s are posting blogs, exciting consumers about new products, services, events, or just getting them caught up on industry related news.
Here at Brand Iron, we too keep a weekly blog, written by everyone from the president to the interns to help keep our customers informed. Recently, we came across this story on NBC Nightly News-hear what the “experts” say about blogging and how you can utilize blogging to help promote your company.
Here at Brand Iron, we too keep a weekly blog, written by everyone from the president to the interns to help keep our customers informed. Recently, we came across this story on NBC Nightly News-hear what the “experts” say about blogging and how you can utilize blogging to help promote your company.
Friday, July 18, 2008
Survival of the Fittest
As gas prices hit over $4.00 nationally and the economy continues to fall, it is inevitable that people and companies are struggling. That said, it is even more vital to measure yourself against your competition, ensuring your current efforts are properly focused to set yourself and your company up for a strong second half of the year. Unfortunately, we are currently in an arduous game of survival of the fittest, and it is time to focus your marketing efforts.
While this conversation is a continuous topic internally, I was pleasantly surprised to find a new client that had the same ideas. I was in a planning session the other day and our client communicated that their industry was experiencing a slow-down given the economy and being that we are in the middle of the summer. They realized that it was the perfect time to position and brand themselves against their competition in order to separate themselves from the herd. This client wanted to take advantage of the current situation in which, a fair amount of companies are pulling back their spending. Our client wants to step it up and set themselves up for a strong fall and second half of the year, as well as prepare for 2009. Needless to say, I agreed with this client, and was refreshed at their goals and strategy to step up their game.
We are halfway through the year, an excellent time to review your yearly goals and objectives. See what is working, what’s not, and what needs to be adjusted in order for you to keep things going strong, maintain, or try to catch up. Going strong is the key phrase, while playing the game of catch up seems to be the reality for too many companies today.
A perfect example of the “catch up game,” was when American Airlines and United announced they were going to charge $15 and $25 respectively, for checking bags. While these airlines are trying to play catch-up, Southwest is focusing its efforts on marketing, sales and operations to boost sales and keep customers happy. They are responding directly to the competition and the consumer by announcing that they aren't charging premiums for extra baggage and rising fuel costs.
The summer is a slower period and many people take time off, thus creating a great opportunity to not only look at your goals, but figure out how you can position yourself against the competition. Take advantage of the tough times and really separate your company from the herd by communicating your key differences and why you are a better choice than the competition.
Now is the time to evaluate, focus, and take advantage to be the fittest. If your company wants to be around when the economy turns around, call Brand Iron today.
written by Michael Doyle, President of Brand Iron
While this conversation is a continuous topic internally, I was pleasantly surprised to find a new client that had the same ideas. I was in a planning session the other day and our client communicated that their industry was experiencing a slow-down given the economy and being that we are in the middle of the summer. They realized that it was the perfect time to position and brand themselves against their competition in order to separate themselves from the herd. This client wanted to take advantage of the current situation in which, a fair amount of companies are pulling back their spending. Our client wants to step it up and set themselves up for a strong fall and second half of the year, as well as prepare for 2009. Needless to say, I agreed with this client, and was refreshed at their goals and strategy to step up their game.
We are halfway through the year, an excellent time to review your yearly goals and objectives. See what is working, what’s not, and what needs to be adjusted in order for you to keep things going strong, maintain, or try to catch up. Going strong is the key phrase, while playing the game of catch up seems to be the reality for too many companies today.
A perfect example of the “catch up game,” was when American Airlines and United announced they were going to charge $15 and $25 respectively, for checking bags. While these airlines are trying to play catch-up, Southwest is focusing its efforts on marketing, sales and operations to boost sales and keep customers happy. They are responding directly to the competition and the consumer by announcing that they aren't charging premiums for extra baggage and rising fuel costs.
The summer is a slower period and many people take time off, thus creating a great opportunity to not only look at your goals, but figure out how you can position yourself against the competition. Take advantage of the tough times and really separate your company from the herd by communicating your key differences and why you are a better choice than the competition.
Now is the time to evaluate, focus, and take advantage to be the fittest. If your company wants to be around when the economy turns around, call Brand Iron today.
written by Michael Doyle, President of Brand Iron
Wednesday, July 9, 2008
Using the Web to Get Ahead
"Gee, I really think this whole 'internet' and 'world wide web' thing is going to be huge someday." - Josh Barker, Brand Wrangler, Brand Iron, July 2008
Of course this may be the understatement of the century. Currently, we are evaluating web presence for nearly 75% of our client base. There are many different ways in today’s economy to create web presence without stretching your budget thinner than it already is. Brand Iron suggests four simple and cost-effective ways to create an online strategy for your company.
1. Social Networking
Many of you notice your kids using social networks such as Facebook and MySpace, but did you know that industry professionals are utilizing those sites for marketing purposes? These sites are free of charge and are a great tool to leverage when trying to expand your partner network or get some buzz surrounding your business. For the more business-savvy professional, Linked In is a site devoted completely to the business world and your immediate connection to thousands of like-minded professionals in various industries.
2. Blogging
Keeping a blog tied to your company’s website is an easy way to make a larger presence on the web which will in turn boost organic search results of your company. When it comes to searches, the more words that you have “tagged” to your blog, the more it comes up in search engine results. By keeping your blog consistently updated with fresh articles and topics, you will in turn draw more traffic to your site.
3. Interactive Web Applications
Using interactive web applications is a hassle-free way to keep in front of prospects and current clients. For example, a WOWget (by Madden Media) is an application that Brand Iron is set to utilize in the near future. The WOWget allows the user to post video to his/her website and then link it to a MySpace, Facebook, or a Blog page. This is an interactive video that users can view through many different mediums.
4. Google AdWords
When on a tight budget, why not use advertising that will adhere to the guidelines you set? Google AdWords allows the advertiser to set a limit on how much is spent daily on their advertising. When a key word is searched through Google, ads appear on the right hand side of the screen. These advertisers specifically chose their ad to display when that key word is searched. Google keeps track of all of the click throughs to your sight each day, and when the budget number is met that day, say $10, Google does not post your ad on the right hand side of the screen. Each click through is cost dependent on the key word.
Here’s how it works…
- User searches a key word
- Ad is displayed on the right side of the screen
- User clicks through the ad
- Advertiser is charged for the click through
- Once the click through limit is reached ($10), Google no longer places the advertiser’s ad on the side bar
These are just a few ways to stay under budget and in the face of your prospects and customers in a tight economy. Contact us to learn about all of the cost effective ways to market and advertise while on a strict budget.
written by Nicole Salerno, Junior Brand Wrangler, Brand Iron
Of course this may be the understatement of the century. Currently, we are evaluating web presence for nearly 75% of our client base. There are many different ways in today’s economy to create web presence without stretching your budget thinner than it already is. Brand Iron suggests four simple and cost-effective ways to create an online strategy for your company.
1. Social Networking
Many of you notice your kids using social networks such as Facebook and MySpace, but did you know that industry professionals are utilizing those sites for marketing purposes? These sites are free of charge and are a great tool to leverage when trying to expand your partner network or get some buzz surrounding your business. For the more business-savvy professional, Linked In is a site devoted completely to the business world and your immediate connection to thousands of like-minded professionals in various industries.
2. Blogging
Keeping a blog tied to your company’s website is an easy way to make a larger presence on the web which will in turn boost organic search results of your company. When it comes to searches, the more words that you have “tagged” to your blog, the more it comes up in search engine results. By keeping your blog consistently updated with fresh articles and topics, you will in turn draw more traffic to your site.
3. Interactive Web Applications
Using interactive web applications is a hassle-free way to keep in front of prospects and current clients. For example, a WOWget (by Madden Media) is an application that Brand Iron is set to utilize in the near future. The WOWget allows the user to post video to his/her website and then link it to a MySpace, Facebook, or a Blog page. This is an interactive video that users can view through many different mediums.
4. Google AdWords
When on a tight budget, why not use advertising that will adhere to the guidelines you set? Google AdWords allows the advertiser to set a limit on how much is spent daily on their advertising. When a key word is searched through Google, ads appear on the right hand side of the screen. These advertisers specifically chose their ad to display when that key word is searched. Google keeps track of all of the click throughs to your sight each day, and when the budget number is met that day, say $10, Google does not post your ad on the right hand side of the screen. Each click through is cost dependent on the key word.
Here’s how it works…
- User searches a key word
- Ad is displayed on the right side of the screen
- User clicks through the ad
- Advertiser is charged for the click through
- Once the click through limit is reached ($10), Google no longer places the advertiser’s ad on the side bar
These are just a few ways to stay under budget and in the face of your prospects and customers in a tight economy. Contact us to learn about all of the cost effective ways to market and advertise while on a strict budget.
written by Nicole Salerno, Junior Brand Wrangler, Brand Iron
Friday, June 6, 2008
Meet Mike - The Brand Iron Ranch Boss
Hello, my name is Mike Slife and I am a new member of the Brand Iron Team. I recently moved from Cleveland and my short time spent in Denver has been great.
I am the Ranch Boss (executive operations assistant) here at Brand Iron. My main function will be to further develop and utilize our Microsoft CRM software. I will also be assisting with financial projections and current financial data, along with many other projects at Brand Iron. I have only been here a month and I can see Brand Iron has a great potential for growth in the near future.
My past experience was working for a large Fortune 500 manufacturing company in Cleveland. I worked in the corporate audit department and prior to that was in operations accounting. The adjustment working for a small company was easier than I expected. The staff at Brand Iron has made it an easy transition to work here. I enjoy the challenges a smaller company has to offer. I get to wear a few more hats here, which is both interesting and demanding.
So being from Cleveland and being a die-hard Cleveland sports fan has been interesting. I have already been reminded about “The Drive” and “The Fumble” by both clients and co-workers. There is a saying in Cleveland that unfortunately has been used far too long, “Wait till next year”. But as a Cleveland sports fan in Denver, I can’t complain too much. The Cavs went the NBA finals last year, the Browns had their best record since coming back to Cleveland (10-6) and the Indians were one game away from the World Series.
I am sure I will be writing here again in the next month or so. I will keep you updated on what I am doing and also on Cleveland sports.
Indians 24-29
Cavs lost in Game 7 v. Boston.
Browns are undefeated in 2008
I am the Ranch Boss (executive operations assistant) here at Brand Iron. My main function will be to further develop and utilize our Microsoft CRM software. I will also be assisting with financial projections and current financial data, along with many other projects at Brand Iron. I have only been here a month and I can see Brand Iron has a great potential for growth in the near future.
My past experience was working for a large Fortune 500 manufacturing company in Cleveland. I worked in the corporate audit department and prior to that was in operations accounting. The adjustment working for a small company was easier than I expected. The staff at Brand Iron has made it an easy transition to work here. I enjoy the challenges a smaller company has to offer. I get to wear a few more hats here, which is both interesting and demanding.
So being from Cleveland and being a die-hard Cleveland sports fan has been interesting. I have already been reminded about “The Drive” and “The Fumble” by both clients and co-workers. There is a saying in Cleveland that unfortunately has been used far too long, “Wait till next year”. But as a Cleveland sports fan in Denver, I can’t complain too much. The Cavs went the NBA finals last year, the Browns had their best record since coming back to Cleveland (10-6) and the Indians were one game away from the World Series.
I am sure I will be writing here again in the next month or so. I will keep you updated on what I am doing and also on Cleveland sports.
Indians 24-29
Cavs lost in Game 7 v. Boston.
Browns are undefeated in 2008
Monday, May 12, 2008
Understanding What PR is and What it is Not
You see it on the news and read about it in the papers. Opinions are often circulating about high profile companies or celebrities getting “bad PR.” Sometimes you hear references about an organization, an individual or a politician who has “turned on the PR machine.” Maybe you’ve heard about a “PR stunt.”
But at the end of the day, what really is PR? Those in the public relations industry can effectively define it, but do most people really understand what it is and why it exists?
There are many out there, I’m sure, who believe PR exists only to help corporate America or high-profile celebrities tip-toe through a crisis or embarrassing situation. Those not familiar with the true value of PR most likely believe that it is a reactive function only, rather than a proactive function that is critical for long-term success.
Here is the Institute of Public Relations’ definition:
“Public Relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics
The Public Relations Society of America (PRSA), a leading organization of PR professionals, adopts the following definition of public relations:
“Public relations helps an organization and its publics adapt mutually to each other.”
In this definition, the essential functions of research, planning, communications and evaluation are implied. Key words are “organization,” rather than the limiting implication of “company” or “business,” and “publics,” which recognizes that all organizations have multiple publics from which they must earn consent and support.
In its simplest form, PR is all about effective communications with targeted audiences. It involves establishing a positive image and then managing and protecting your organization’s reputation. It’s about creating a protective coat of armor that can help you withstand periodic attacks.
Let’s quickly look at what public relations can do:
o Public relations can enhance the image of a business
o It can help sell a product or service
o It can build credibility from third parties
o It can enhance knowledge and understanding
o It can play a critical role in averting or diminishing negative reactions in a crisis situation
o It can also help in monitoring public opinion and, if necessary, shift public opinion by communicating accurate messages and educating the masses
On the flip side, here are the things PR can’t do:
o Public relations can’t hide or change the truth
o It can’t be a quick fix
o It can’t manipulate public opinion
When considering how PR can positively impact your business, be sure to think from a strategic, big-picture view, not just how to avoid negative media coverage.
But at the end of the day, what really is PR? Those in the public relations industry can effectively define it, but do most people really understand what it is and why it exists?
There are many out there, I’m sure, who believe PR exists only to help corporate America or high-profile celebrities tip-toe through a crisis or embarrassing situation. Those not familiar with the true value of PR most likely believe that it is a reactive function only, rather than a proactive function that is critical for long-term success.
Here is the Institute of Public Relations’ definition:
“Public Relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics
The Public Relations Society of America (PRSA), a leading organization of PR professionals, adopts the following definition of public relations:
“Public relations helps an organization and its publics adapt mutually to each other.”
In this definition, the essential functions of research, planning, communications and evaluation are implied. Key words are “organization,” rather than the limiting implication of “company” or “business,” and “publics,” which recognizes that all organizations have multiple publics from which they must earn consent and support.
In its simplest form, PR is all about effective communications with targeted audiences. It involves establishing a positive image and then managing and protecting your organization’s reputation. It’s about creating a protective coat of armor that can help you withstand periodic attacks.
Let’s quickly look at what public relations can do:
o Public relations can enhance the image of a business
o It can help sell a product or service
o It can build credibility from third parties
o It can enhance knowledge and understanding
o It can play a critical role in averting or diminishing negative reactions in a crisis situation
o It can also help in monitoring public opinion and, if necessary, shift public opinion by communicating accurate messages and educating the masses
On the flip side, here are the things PR can’t do:
o Public relations can’t hide or change the truth
o It can’t be a quick fix
o It can’t manipulate public opinion
When considering how PR can positively impact your business, be sure to think from a strategic, big-picture view, not just how to avoid negative media coverage.
Wednesday, May 7, 2008
Panel Event: "Uncertainty and Opportunity: Lessons in Mergers and Acquisitions"
Brand Iron's Michael Doyle was a part of the business owners panel at the CapitalValue M&A seminar “Uncertainty and Opportunity; Lessons in Mergers and Acquisitions” on April 30th, which took place at The Inverness Hotel & Conference Center in Englewood, CO. About 50 people were in attendance at the event which was presented by CapitalValue’s Managing Directors Chris Younger, David Tolson and Mark Luecke.
Michael Doyle sitting on the business panel
Chris Younger, David Tolson and Mark Luecke presenting for CapitalValue M&A
Monday, May 5, 2008
Brand Iron Fun Event - May 2008
We here at Brand Iron like to get together every month for some good 'ol fun. We got together after work this past Friday to welcome in our new additons to the ranch - Lisa, Mike and Peter. Flying Dog Brewery was a lot of fun.
Steve, Rob and Michael Doyle
Mike Slife and Nicole Salerno
Trinh and Josh Barker
Michael Doyle
Lisa Heavers striking a pose
Following in Nicole's Footsteps
Well hello there ya’ll! My name is Peter Christou and I just started working at Brand Iron as a part-time intern.
So far, as an intern here at Brand Iron, I have planned an office event, partner event, learned the basics in cutting with a sharp blade, learned about the expiration dates of cupcakes, learned about the clients of Brand Iron, and have done internet research for networking events. Good stuff I tell ya.
A little background about me, I spent many years running and managing a family owned business and made the decision to change my career path and get into marketing. I just wanted a change which I think everyone needs at different points in their lives. I would love to have a successful career in marketing when I “grow up”, and Brand Iron will give me some of the skills and know-how to make it happen. I’ve had experience in marketing at my previous job, and enjoyed all the aspects associated with it, from the initial brainstorming, to the creative process, to seeing the finished product of the job.
Branding is everywhere, whether you realize it or not. I think it’s very interesting how we are drawn to certain products over others, why we choose to go with one bank over another, and why we pick certain restaurants to eat at for special occasions over other restaurants. It always starts with how those businesses market themselves and how they try to sell themselves to you/us, the consumers. Anyhow, I am really excited to be a part of the Brand Iron team and I’ll keep you posted on how things are going from time to time.
Wednesday, April 2, 2008
Panel event: "Solving the Growth Puzzle: The Client Acquisition Process"
This morning, Brand Iron President, Michael Doyle, joined other industry experts to speak on the client acquisition process - how to complete the puzzle that will lead to more business. The turnout was great and the audience was bright-eyed and bushy-tailed with GREAT questions during this a.m. event. Approximately 40 area presidents, CEOs, owners and top-level marketing and sales executives gathered to learn from:
Joe Contrino, CEO, Contrino Direct Marketing, Inc.
John Kaufman, Principal & Senior Consultant, The CRM Connection, LLC.
Michael Doyle, President, Brand Iron
Steve Parry, President, Sales Productivity Consultants
Criag Harrell, President, Rainmaker Marketing
Joe Contrino talks about how important it is to target the right prospects with the right list.
John Kaufman illustrates how using the right system could save you thousands of dollars and weeks of time.
Michael Doyle helps the audience understand the value of a brand and how you can use that value to drive results.
Michael answers a question on how you track and evaluate your branding ROI.
Steve Parry, the panel's host, uses a great (and timely) baseball reference on how any sales team can diagnose, develop and produce sales.
Craig Harrell drives the presentation home with a discussion on how staying emotionally connected will help close the deal.
Thank you to everyone who attended. If you couldn't make this one, please stay tuned - this presentation will be given again in May.
Joe Contrino, CEO, Contrino Direct Marketing, Inc.
John Kaufman, Principal & Senior Consultant, The CRM Connection, LLC.
Michael Doyle, President, Brand Iron
Steve Parry, President, Sales Productivity Consultants
Criag Harrell, President, Rainmaker Marketing
Thank you to everyone who attended. If you couldn't make this one, please stay tuned - this presentation will be given again in May.
Monday, March 31, 2008
Politics, some of the Bloodiest Branding
During this political season, watching the primaries is a great lesson in branding at its bloodiest. Most people/companies like to think that they can do good work and that they don’t have to proactively manage their brand or position. Well you do, because if you don’t someone just may brand or position you for you. Take politics for instance.
Most campaigns say they are going to stay above the belt, and most of them do until things get tough. When that happens they tend to let the dogs loose and go after their opponent. Why? - Because they haven’t been able to effectively make themselves stand out from the crowd. Usually, it is easier to drag your competitor through the mud than take the initiative and effort to properly brand yourself in a “good light.”
Take Hillary Clinton’s ad about the 3 am phone call and who you would want answer a call about protecting the country. She painted Barack Obama as someone who would worry you with his inadequate ability to protect the country. This implies that Hillary would be a better choice. Did it work? – Well, she sure did get some momentum that week which propelled her to win in Texas and Ohio. Take the famous Willy Horton ad as well, some say it was unfair and in poor taste, but it worked, and worked very well.
Much like politics, people and companies attack their competitors. When the negative advertising/positioning starts to work, a lot of times it is like blood in the water to sharks, once they smell it, they go after the victim with a ferocity that won’t quit.
Positioning your competitors works not only in politics, but in the corporate world as well. You can be sure that people and companies talk about your company, your pricing, services, capabilities, ability or lack of ability to do the job, your competence or lack of competence as well.
The more successful you are the more they are going to come after you. It happens everyday, so take action and positively position your company’s brand to separate yourself from the rest of the herd. Be the leader of the pack.
Brand yourself before the competition does it for you.
Written by Michael Doyle, President of Brand Iron
Most campaigns say they are going to stay above the belt, and most of them do until things get tough. When that happens they tend to let the dogs loose and go after their opponent. Why? - Because they haven’t been able to effectively make themselves stand out from the crowd. Usually, it is easier to drag your competitor through the mud than take the initiative and effort to properly brand yourself in a “good light.”
Take Hillary Clinton’s ad about the 3 am phone call and who you would want answer a call about protecting the country. She painted Barack Obama as someone who would worry you with his inadequate ability to protect the country. This implies that Hillary would be a better choice. Did it work? – Well, she sure did get some momentum that week which propelled her to win in Texas and Ohio. Take the famous Willy Horton ad as well, some say it was unfair and in poor taste, but it worked, and worked very well.
Much like politics, people and companies attack their competitors. When the negative advertising/positioning starts to work, a lot of times it is like blood in the water to sharks, once they smell it, they go after the victim with a ferocity that won’t quit.
Positioning your competitors works not only in politics, but in the corporate world as well. You can be sure that people and companies talk about your company, your pricing, services, capabilities, ability or lack of ability to do the job, your competence or lack of competence as well.
The more successful you are the more they are going to come after you. It happens everyday, so take action and positively position your company’s brand to separate yourself from the rest of the herd. Be the leader of the pack.
Brand yourself before the competition does it for you.
Written by Michael Doyle, President of Brand Iron
Monday, March 17, 2008
Branding, Marketing and the Economy
This last week I read a comment from Warren Buffet; he said that the country is in a recession due to the slow down in retail spending. Most clients ask us during these uncertain economic times whether they should halt their branding efforts and marketing activities. I know what you would expect me to say, and you’re right - “No way!” Now let me explain why.
Companies, bosses and employees all must be making money to continue the payment of bills, mortgage, rent, and payroll, while still filling up the gas tank and putting food on the table. These people must continue to market and sell in order to make money.
During these challenging economic times, companies are fighting for every dollar available, and if you aren’t in front of your targets, someone else will be.
Statistics say that it normally takes 7 – 12 touches for someone to get familiar with you and your brand.
Depending on your sales cycle and how long it takes to close a sale, can you afford to slow down or halt marketing efforts? Do you expect to resume marketing and sales efforts after the recession has cleared and achieve the same desired results?
When companies decide to make purchasing decisions they usually have short memories and turn to those companies that have been in touch with them recently. This means you have to stay in front of your target prospects consistently, and when the time is right you are at the fore front of there mind.
With current societal changes, the competition is fierce. There is no better time to look at the competitive landscape and figure out how you can separate your company from the herd, and tell your target markets why you are the best.
During tough economic times many companies will struggle and lack proactive marketing and/or sales efforts. If you and your company improve branding, marketing and sales efforts, you can pick up the buying customers and even market share.
The second part of what Warren Buffet said this past week is that he was very confident his kids were going to live a more comfortable life than he, and that the current economic conditions were only temporary. Things will get better. Now is the time and opportunity for your company to take advantage and excel. There is no better time to be proactively branding and marketing your company.
Written by Michael Doyle, President of Brand Iron
Companies, bosses and employees all must be making money to continue the payment of bills, mortgage, rent, and payroll, while still filling up the gas tank and putting food on the table. These people must continue to market and sell in order to make money.
During these challenging economic times, companies are fighting for every dollar available, and if you aren’t in front of your targets, someone else will be.
Statistics say that it normally takes 7 – 12 touches for someone to get familiar with you and your brand.
Depending on your sales cycle and how long it takes to close a sale, can you afford to slow down or halt marketing efforts? Do you expect to resume marketing and sales efforts after the recession has cleared and achieve the same desired results?
When companies decide to make purchasing decisions they usually have short memories and turn to those companies that have been in touch with them recently. This means you have to stay in front of your target prospects consistently, and when the time is right you are at the fore front of there mind.
With current societal changes, the competition is fierce. There is no better time to look at the competitive landscape and figure out how you can separate your company from the herd, and tell your target markets why you are the best.
During tough economic times many companies will struggle and lack proactive marketing and/or sales efforts. If you and your company improve branding, marketing and sales efforts, you can pick up the buying customers and even market share.
The second part of what Warren Buffet said this past week is that he was very confident his kids were going to live a more comfortable life than he, and that the current economic conditions were only temporary. Things will get better. Now is the time and opportunity for your company to take advantage and excel. There is no better time to be proactively branding and marketing your company.
Written by Michael Doyle, President of Brand Iron
Thursday, March 13, 2008
Baristas, Brand Iron, and Breakfast
The first Brand Iron partner event of 2008 took place at Snooze yesterday. For those of you that don’t know about Snooze, it is an A.M. Eatery on Larimer and Park Avenue West. Their fare consists of Upside Down Pineapple Pancakes, Vanilla Almond Oatmeal Brulee, and delectable Juan’s breakfast tacos. In keeping with the theme of pancakes, Michael presented a short PowerPoint presentation entitled, “Brand Stacking: Learn from the Global Greats.” The presentation focused on brands such as Starbucks, Nintendo, Google and BMW, and how they utilize a holistic approach in their branding to consistently raise their profits year to year.
We had a great turn-out and everyone thoroughly enjoyed themselves. With more than 40 people and about 100 pineapple pancakes, there was plenty to go around. Guests enjoyed Gourmet Bloody Mary’s and various coffee beverages. A big “Thank You” to all of our guests for coming out and to the wonderful staff at Snooze.
We had a great turn-out and everyone thoroughly enjoyed themselves. With more than 40 people and about 100 pineapple pancakes, there was plenty to go around. Guests enjoyed Gourmet Bloody Mary’s and various coffee beverages. A big “Thank You” to all of our guests for coming out and to the wonderful staff at Snooze.
Wednesday, March 5, 2008
What Your Website Says About You
The only thing more annoying than a company not having a website is a website that is virtually useless. We have all seen them, websites that are created in extremely bad taste whether it is the colors, navigation, or copy. Some simple tips when putting thought into what you want for a website:
To Flash or Not to Flash?
One thing about using flash for a website, think about using it as an element or enhancement instead of a fancy light show. Sometimes you can only take so many opening animations to a site, and God-forbid they don’t have a “skip intro” button. Who decided that websites need an intro anyway, I mean, I got there, I want something you have, now let me at it! Another thing about movement, the sites with the drop-down lists that move as you mouse over, can be a death threat to a site. If I can’t get the menu to stay still as I try to access something that is 4 levels deep on the menu, I only take a few tries before getting frustrated. At that point it is only how bad I want what they have that keeps me there, I didn’t just pay a carnival game booth to take a few shots, I want to hit my target.
Break out the Decoder Ring
I think that site navigation is one of the most important things to a website. It is your own personal “you are here” map that tells you that you are going in the right direction. Some sites have guessing-game navigation, meaning that they use unfamiliar words that mean something to the company, but not to the general public. This is great for tactic for keeping to your brand while confusing your customers (bad idea). As for me if I navigate to a site, and I don’t find what I want in the first 3 minutes or less, you may have just lost a customer. Lesson learned: meet people at their level and make your navigation a “no guesses” map to your site.
If I wanted to read a book, I would read a book
Another thing to remember is concerning the content of your site. While most people go to a site to get information about the company and their products, some people visit in search of something very specific. This is where navigation comes in, but also where copy plays a big role. If you can keep copy short and sweet, perhaps bulleting the main information that would be ideal for most everyone. I understand that for some companies, there is no way to get around the amount of copy, but most sites can keep it short and still educate the public on their products and services.
Don’t Get Caught
A website that is a bad idea to be seen on is websitesthatsuck.com. This is a site that is dedicated to finding and pointing out random websites that have shortcomings. This is a great resource for what not to do with your website. Each critique is spelled out, and states why the sample site has landed on the ‘websites that suck’ site.
The internet is basically free game. There are so many inexpensive and downright simple ways to get “published” on the internet. Make sure your site stands out and looks professional, not templated or gimmicky. Brand Iron can help you get a stand-out site that speaks volumes for you and about you, and has the potential to reach millions.
written by Natasha Martinez
To Flash or Not to Flash?
One thing about using flash for a website, think about using it as an element or enhancement instead of a fancy light show. Sometimes you can only take so many opening animations to a site, and God-forbid they don’t have a “skip intro” button. Who decided that websites need an intro anyway, I mean, I got there, I want something you have, now let me at it! Another thing about movement, the sites with the drop-down lists that move as you mouse over, can be a death threat to a site. If I can’t get the menu to stay still as I try to access something that is 4 levels deep on the menu, I only take a few tries before getting frustrated. At that point it is only how bad I want what they have that keeps me there, I didn’t just pay a carnival game booth to take a few shots, I want to hit my target.
Break out the Decoder Ring
I think that site navigation is one of the most important things to a website. It is your own personal “you are here” map that tells you that you are going in the right direction. Some sites have guessing-game navigation, meaning that they use unfamiliar words that mean something to the company, but not to the general public. This is great for tactic for keeping to your brand while confusing your customers (bad idea). As for me if I navigate to a site, and I don’t find what I want in the first 3 minutes or less, you may have just lost a customer. Lesson learned: meet people at their level and make your navigation a “no guesses” map to your site.
If I wanted to read a book, I would read a book
Another thing to remember is concerning the content of your site. While most people go to a site to get information about the company and their products, some people visit in search of something very specific. This is where navigation comes in, but also where copy plays a big role. If you can keep copy short and sweet, perhaps bulleting the main information that would be ideal for most everyone. I understand that for some companies, there is no way to get around the amount of copy, but most sites can keep it short and still educate the public on their products and services.
Don’t Get Caught
A website that is a bad idea to be seen on is websitesthatsuck.com. This is a site that is dedicated to finding and pointing out random websites that have shortcomings. This is a great resource for what not to do with your website. Each critique is spelled out, and states why the sample site has landed on the ‘websites that suck’ site.
The internet is basically free game. There are so many inexpensive and downright simple ways to get “published” on the internet. Make sure your site stands out and looks professional, not templated or gimmicky. Brand Iron can help you get a stand-out site that speaks volumes for you and about you, and has the potential to reach millions.
written by Natasha Martinez
Wednesday, February 27, 2008
Highly Confidential – This message will self destruct in 5…4…
How many of you have accidentally carbon copied a personal contact into a business email? How many of you have ever had to explain that your “pocket” called your best friend and left a voicemail of an entire business lunch? These are common occurrences that leave clients and companies defenseless when it comes to the very important issue of client confidentiality. For example, a former client of Brand Iron happened upon an email trail in which a former employee of Brand Iron called the client “a pain in my ass.” Needless to say, this wasn’t a breech of confidentiality, but a careless mistake none the less. It is safe to say that this employee no longer works here. Sloppy email etiquette is always to blame with some of the most notorious confidentiality mistakes.
Email: The Post-Postal Predicament
To avoid common email privacy pitfalls, it is important to look at your current email set up. It is easy to safeguard your email if you follow a few easy rules…
1. Turn Off Auto Populate
Most people do not realize that auto populate is one of the most commonly misused areas of email. This tool, while it may seem convenient, is very dangerous.
2. Apply an Email Disclaimer
We have all seen them. They are normally a little lengthy and we skip right over them. They normally look something like this…
CONFIDENTIALITY NOTICE: This email message, including any attachments, is for the sole use of the intended recipient(s) and may contain confidential and privileged information. Any unauthorized review, use, disclosure, or distribution is prohibited. If you are not the intended recipient, please contact the sender by reply email and destroy all copies of the original message. Thank you.
If you were to be sued for the contents of an email, it is not certain whether an email disclaimer could fully protect you from liability in a lawsuit, but it could certainly help in some situations. Particularly, “breach of confidentiality” can be avoided by a simple disclaimer that warns the receiver that the email is confidential and proprietary.
3. Implement a Company Email Policy
If you feel that your company is still exposed by employees that will not use the appropriate “email etiquette,” impose an email policy. According to a recent article by an affiliate of The Wall Street Journal, “Thirty-eight percent of companies said they employ staff to read or analyze outgoing email messages, and that jumps to 44% of companies with 20,000 or more employees.” This is just the tip of the email iceberg.
The article goes on to say that almost a third of companies have fired an employee in the last 12 months for violating the set email policies. Email is no longer being overlooked by the industry giants. This means that smaller companies should take notice and follow in these same traditions. Brand Iron values client confidentiality, and we strive to always check, double check, and check again when it comes to client emails. This is what creates the bond of trust between a client and its marketing firm, however, once the trust is lost, it is much harder to gain it back than taking the correct precautions from the start.
written by Nicole Salerno, Marketing Intern
Email: The Post-Postal Predicament
To avoid common email privacy pitfalls, it is important to look at your current email set up. It is easy to safeguard your email if you follow a few easy rules…
1. Turn Off Auto Populate
Most people do not realize that auto populate is one of the most commonly misused areas of email. This tool, while it may seem convenient, is very dangerous.
2. Apply an Email Disclaimer
We have all seen them. They are normally a little lengthy and we skip right over them. They normally look something like this…
CONFIDENTIALITY NOTICE: This email message, including any attachments, is for the sole use of the intended recipient(s) and may contain confidential and privileged information. Any unauthorized review, use, disclosure, or distribution is prohibited. If you are not the intended recipient, please contact the sender by reply email and destroy all copies of the original message. Thank you.
If you were to be sued for the contents of an email, it is not certain whether an email disclaimer could fully protect you from liability in a lawsuit, but it could certainly help in some situations. Particularly, “breach of confidentiality” can be avoided by a simple disclaimer that warns the receiver that the email is confidential and proprietary.
3. Implement a Company Email Policy
If you feel that your company is still exposed by employees that will not use the appropriate “email etiquette,” impose an email policy. According to a recent article by an affiliate of The Wall Street Journal, “Thirty-eight percent of companies said they employ staff to read or analyze outgoing email messages, and that jumps to 44% of companies with 20,000 or more employees.” This is just the tip of the email iceberg.
The article goes on to say that almost a third of companies have fired an employee in the last 12 months for violating the set email policies. Email is no longer being overlooked by the industry giants. This means that smaller companies should take notice and follow in these same traditions. Brand Iron values client confidentiality, and we strive to always check, double check, and check again when it comes to client emails. This is what creates the bond of trust between a client and its marketing firm, however, once the trust is lost, it is much harder to gain it back than taking the correct precautions from the start.
written by Nicole Salerno, Marketing Intern
Wednesday, February 6, 2008
Great tools that you are NOT using
Part 1: RSS feeds
The tools are out there, and more importantly, they are easy to use. I wanted to share with you tools that I use on a daily basis that keep me sane. This, and the soon to be released, “Part 2: News Alerts” are both great ways for you to keep up-to-date in your industry and your life.
RSS feeds
These are a big help if you check multiple websites or blogs, daily or weekly. Instead of going to your favorite web hot spots for news, RSS feeds allow the news to come to you. A good way to illustrate this is your email inbox:
Imagine checking multiple email inboxes depending on who sent you a message. For example, to find out if your friend, Theodore, sent you an email – you would go to his specific inbox to see if he sent you anything new. Pretend that you had to do that with every one of your contacts, multiple times a day.
This may seem silly, but if you are not using RSS feeds, this is how you are currently getting your news. Instead of checking multiple sites and blogs in hopes of new information – you can let your news come to you. You will tailor your subscription list to the sites you visit or the sites you want to stay updated on.
Here’s an example of mine:
In terms of branding and marketing, keeping up-to-date on what you competition is doing is very valuable. Make sure that your products and services continue to be unique in the eyes of your consumers. Scout the landscape with RSS feeds and stay one step ahead of the competition.
To begin, you’ll need to sign up for a free Google account and start exploring Reader (Google RSS subscription monitor). Online instructions will teach you everything you need to set up your subscription list.
Post a comment on this blog if you have any questions.
Written by Josh Barker, Brand Iron Brand Wrangler
The tools are out there, and more importantly, they are easy to use. I wanted to share with you tools that I use on a daily basis that keep me sane. This, and the soon to be released, “Part 2: News Alerts” are both great ways for you to keep up-to-date in your industry and your life.
RSS feeds
These are a big help if you check multiple websites or blogs, daily or weekly. Instead of going to your favorite web hot spots for news, RSS feeds allow the news to come to you. A good way to illustrate this is your email inbox:
Imagine checking multiple email inboxes depending on who sent you a message. For example, to find out if your friend, Theodore, sent you an email – you would go to his specific inbox to see if he sent you anything new. Pretend that you had to do that with every one of your contacts, multiple times a day.
This may seem silly, but if you are not using RSS feeds, this is how you are currently getting your news. Instead of checking multiple sites and blogs in hopes of new information – you can let your news come to you. You will tailor your subscription list to the sites you visit or the sites you want to stay updated on.
Here’s an example of mine:
In terms of branding and marketing, keeping up-to-date on what you competition is doing is very valuable. Make sure that your products and services continue to be unique in the eyes of your consumers. Scout the landscape with RSS feeds and stay one step ahead of the competition.
To begin, you’ll need to sign up for a free Google account and start exploring Reader (Google RSS subscription monitor). Online instructions will teach you everything you need to set up your subscription list.
Post a comment on this blog if you have any questions.
Written by Josh Barker, Brand Iron Brand Wrangler
Wednesday, January 30, 2008
Letting Loose: Our Employee Fun Day
It was the day of the big event, Brand Iron’s Employee Fun Day at Lucky Strike Bowling Alley. The pins stood quivering in fear at the end of the lane as team Brand Iron prepped their shoes, chose their balls, and sipped their first beers. Lucky Strike wasn’t ready for what the cow pokes from Brand Iron were about to dish out. After spending days upon days working on proposals, one sheets, direct mailers and various client needs, it was time to unwind, and that we did. Take a look at our team’s triumphant and relaxing venture.
The Team
Jim likes to give the "right arm" ... a lot...
Natasha snuck in her gutter balls with spares...no one was the wiser...
Josh and Marni dominated...
Michael took home the trophy!
Obviously Nicole was distraught by Michael's victory...
El Fin
Monday, January 28, 2008
Gimme Some Real News!!!
Hey everyone, I have an announcement!
Gather around because I need your full, undivided attention. What I am about to tell you is big news! This is exciting so please listen to what I am about to say…
Are you ready?
Of course you are. Who wouldn’t be on the edge of their seat waiting anxiously with that kind of build up?
But after the drum roll, unfortunately we usually come away disappointed. That was it? That was all you had for me?
Generally, we as information seekers fall for that kind of approach all the time. We are teased by our TV and radio, and by the front pages of our news Web sites and newspapers. They sometimes suck us in, and if it is worthy enough of being sucked in, we don’t mind. But if it isn’t we quickly become immune to it. Just like the story about the “boy who cried wolf.”
But while the news media works to get our attention in various ways, they very often receive similar treatment by the people disseminating news…those of us who work in the communications and public relations world.
Media members are inundated with email news releases, phone messages, packages and press kits on a constant basis. They are poked, prodded and pitched by companies who claim to have “really important” news.
I know it’s true and I keep that in mind every time a client suggests we send out a press release just for the sake of sending out a press release. It’s important to understand what news is and what it’s not. And it’s important to put ourselves in the shoes of the reporter to whom we are reaching out.
The media wants news that is timely and relevant. Yes, they also prefer ‘exciting,’ but not all news is exciting. So, if we can find what might be exciting or unique about a particular story, it becomes much more palatable.
Reporters want news that impacts their readers/viewers, not news that only matters to you, the messenger. They want short, sweet and to the point, not long, drawn-out and complicated.
Beating down reporters with a constant stream of nothing will only alienate yourself and your firm. A press release with no intrinsic news value or unique content is just that: a press release with no value.
To communicate effectively, it is important to know that what we communicate is just as important as how we communicate it. Real news and real stories are fun to share and nothing is better than engaging a reporter who sees the same news value as you do.
The next time you have big news and can’t wait to share it, think for a minute how big, how important and how newsworthy it really is to someone outside of your company. Maybe it’s best to celebrate internally and leave everyone on the outside wondering what the fuss is all about.
Enough fuss that it just may be worthy of a news story.
written by Jim Miller, Director of PR
Gather around because I need your full, undivided attention. What I am about to tell you is big news! This is exciting so please listen to what I am about to say…
Are you ready?
Of course you are. Who wouldn’t be on the edge of their seat waiting anxiously with that kind of build up?
But after the drum roll, unfortunately we usually come away disappointed. That was it? That was all you had for me?
Generally, we as information seekers fall for that kind of approach all the time. We are teased by our TV and radio, and by the front pages of our news Web sites and newspapers. They sometimes suck us in, and if it is worthy enough of being sucked in, we don’t mind. But if it isn’t we quickly become immune to it. Just like the story about the “boy who cried wolf.”
But while the news media works to get our attention in various ways, they very often receive similar treatment by the people disseminating news…those of us who work in the communications and public relations world.
Media members are inundated with email news releases, phone messages, packages and press kits on a constant basis. They are poked, prodded and pitched by companies who claim to have “really important” news.
I know it’s true and I keep that in mind every time a client suggests we send out a press release just for the sake of sending out a press release. It’s important to understand what news is and what it’s not. And it’s important to put ourselves in the shoes of the reporter to whom we are reaching out.
The media wants news that is timely and relevant. Yes, they also prefer ‘exciting,’ but not all news is exciting. So, if we can find what might be exciting or unique about a particular story, it becomes much more palatable.
Reporters want news that impacts their readers/viewers, not news that only matters to you, the messenger. They want short, sweet and to the point, not long, drawn-out and complicated.
Beating down reporters with a constant stream of nothing will only alienate yourself and your firm. A press release with no intrinsic news value or unique content is just that: a press release with no value.
To communicate effectively, it is important to know that what we communicate is just as important as how we communicate it. Real news and real stories are fun to share and nothing is better than engaging a reporter who sees the same news value as you do.
The next time you have big news and can’t wait to share it, think for a minute how big, how important and how newsworthy it really is to someone outside of your company. Maybe it’s best to celebrate internally and leave everyone on the outside wondering what the fuss is all about.
Enough fuss that it just may be worthy of a news story.
written by Jim Miller, Director of PR
Thursday, January 10, 2008
Can you read this?
Do you remember why the Internet began? It was developed as a way to exchange information. So, in order to exchange information it would be important to read the information in an easy manner. Right?
When designing for the internet it’s important to know how a typeface should be placed on the page. Letters, words, and sentences all crammed together are more difficult to read and understand. Paying careful attention to how much space you give your text is key for readability.
Lines of type that are too long (or too short) slow down reading and comprehension. Combine the wrong line length with the wrong type size and the problem is magnified.
The shorter the line length, the smaller the font should be — allowing more words to fit on the line. The longer the line, the larger the font can be.
• Choose a font size that your primary audience can read comfortably, like Arial 11 or 12 point.
• Apply the alphabet-and-a-half line length rule, 36 characters.
• Balance line length with type size for readability.
In the end, the decision to restrict line length is a philosophical one. From a design standpoint, a measure that is comfortable for reading is good practice. One of the fundamental principles of the Web, however, is that users should be able to structure their own view.
Stick with Brand Iron and we'll make sure your message reaches your target audience no matter how much (or little) you have to say.
written by Marni Myers, Creative
When designing for the internet it’s important to know how a typeface should be placed on the page. Letters, words, and sentences all crammed together are more difficult to read and understand. Paying careful attention to how much space you give your text is key for readability.
Lines of type that are too long (or too short) slow down reading and comprehension. Combine the wrong line length with the wrong type size and the problem is magnified.
The shorter the line length, the smaller the font should be — allowing more words to fit on the line. The longer the line, the larger the font can be.
• Choose a font size that your primary audience can read comfortably, like Arial 11 or 12 point.
• Apply the alphabet-and-a-half line length rule, 36 characters.
• Balance line length with type size for readability.
In the end, the decision to restrict line length is a philosophical one. From a design standpoint, a measure that is comfortable for reading is good practice. One of the fundamental principles of the Web, however, is that users should be able to structure their own view.
Stick with Brand Iron and we'll make sure your message reaches your target audience no matter how much (or little) you have to say.
written by Marni Myers, Creative
Thursday, January 3, 2008
Commit to your brand in the New Year.
At the first of every year, I encourage all of our clients and prospects to address their brand goals and objectives for the coming year and set out a plan to obtain them. This year is no different; it is time to look back at what was accomplished, both positively and negatively, in regards to your brand for this past year. Did you make the advances you had hoped to get accomplished?
It is also the time of year when I ask another question: “Are you really committed to addressing your barriers to growth from a holistic perspective in order to reach these goals and objectives?” To answer “yes” means looking and improving sales, marketing and operations in your company.
My experience is that most companies say they want to get to the next level, but very few can actually (1) develop the strategy, (2) understand the activity level necessary to make those become a reality and (3) apply themselves to make it happen.
So, I suggest making that commitment to yourself and your company by laying out where you want your brand to be a year from now. Here are some tips to get you there:
First, address all of the items that need to be accomplished, in order for you to advance your brand from the inside out. Plan out the brand strategy, making sure everyone within the company knows what it is going to take to get there.
Next, delegate who is responsible for sales, marketing and the operations brand initiatives. Establish a timeline with milestones and some sort of reward for obtaining your goals.
And last but not least, execute by holding yourself and everyone else accountable for getting your brand to the next level. A year from now, you can say, “man we kicked some ass towards our brand goals and objectives this year and can’t wait to make even more progress this year.”
written by Michael Doyle, President & CEO of Brand Iron
It is also the time of year when I ask another question: “Are you really committed to addressing your barriers to growth from a holistic perspective in order to reach these goals and objectives?” To answer “yes” means looking and improving sales, marketing and operations in your company.
My experience is that most companies say they want to get to the next level, but very few can actually (1) develop the strategy, (2) understand the activity level necessary to make those become a reality and (3) apply themselves to make it happen.
So, I suggest making that commitment to yourself and your company by laying out where you want your brand to be a year from now. Here are some tips to get you there:
First, address all of the items that need to be accomplished, in order for you to advance your brand from the inside out. Plan out the brand strategy, making sure everyone within the company knows what it is going to take to get there.
Next, delegate who is responsible for sales, marketing and the operations brand initiatives. Establish a timeline with milestones and some sort of reward for obtaining your goals.
And last but not least, execute by holding yourself and everyone else accountable for getting your brand to the next level. A year from now, you can say, “man we kicked some ass towards our brand goals and objectives this year and can’t wait to make even more progress this year.”
written by Michael Doyle, President & CEO of Brand Iron
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