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
Monday, March 31, 2008
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
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