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
Tuesday, August 26, 2008
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
Subscribe to:
Posts (Atom)
