| |
| |
|
WebsiteAlways |
|
Brand Boring or Brand Buzz?
I heard an advertisement on the radio the other day that surprised me, not because they were saying anything noteworthy, but because it was so banal. It was a national company's ad. They pay an ad agency to write and produce their commercials. There are so many words at their disposal, so many descriptions, so many emotional statements to attract customers, why would they use the trite phrase, " knowledgeable, friendly staff to serve you"? Even if they couldn't think of anything exciting, they could have used, "if you've got questions, we've got answers", "we specialize in providing answers"?"specializing in premium products and effective solutions"."Try and stump the staff with your questions, they love a challenge". "We don't have all the answers but we'll help find solutions" Even if you don't have anything new to say, you can still say it with style, create a connection to the consumer or create a buzz. Use customers' experiences and what they have to say to create a unique message. There is a reason that a customer comes to you rather than the competition. You may have to ask a number of questions to get to the real reason. Even if the only reason is that you are closer than the competition..you can make a joke about it. You can brand your business with an attitude rather than a specific product line. If you present your business in a blasé manner, people will be blasé about dealing with you. Ho Hum is not something you can take to the bank! Building a recognizable brand offers measurable results, measurable through increased response, increased traffic, and increased attention. Take a stand, chose a niche and give it different perspective. Think about how long the t-shirt has been around. How many hundreds of times has it been reworked as a successful business? With the right words and vision it's not just a t-shirt; it's a billboard for social commentary, beliefs, attitude statements, advertising, fashion and/or art. Each of these businesses has successfully created a unique niche by creatively saying they sell t-shirts. T-Shirt Deli - Chicago www.tshirtdeli.com/, Turkish T-Box http://www.t-box.com.tr/v2/, Banka de Camisetas http://www.bancadecamisetas.com.br/, skwTeez www.squeezeteez.com Yes, you do want friendly, knowledgeable staff working in your business, but if you want to convey that or any other message to prospective customers, present the information so that it's believable. Forget the clichés and take some time to put together words that mean something to your prospective customers. Nancy Fraser is the president of Nota Bene Consulting an advertising and marketing company that offers "out of the box" communication advice,design development and implimentation of branding and marketing campaigns that require clients to "First Ponder and then Dare". http://www.notable-marketing.com
MORE RESOURCES:
Branding - Google News |
|
|
|
RELATED ARTICLES
Branding Your Products Is Important I was chatting with a couple of friends, all of us are either copy writers or graphic designers?or both?.in the advertising industry, so, naturally, our conversations leaned towards the topic. 10 Secrets for Free Media Placement Why pay a high priced PR agent when you can get free media placement to promote your product, service, or book?Follow these top ten tips for 2005 and it will be your most profitable year yet!1. Write an attention grabbing headline. Brand Image - Brand Identity Guru Having a brand image is not a "have or have not" proposition. Everyone has one. Hiring the Right Graphic Designer for Your Small Business Every small business needs it, but not many have it. I am not talking about cash flow, clients or even your product or services to sell. John Deere and NASCAR; Excellent Use of Brand We should all recognize the marketing efforts of John Deere especially as we have spoken before with regards to their TOYS. They have a complete line of nearly every tractor or agricultural attachment they make available in small, micro size. How to Work with Your Graphic Designer As a graphic designer, I can tell you something right here, right now, right off the bat without blinking?.the graphic design process is a pain in the butt. McDonalds Supply Chain of Potatoes McDonald's buys its potatoes from corporate farmers in Idaho not the commodities market; therefore it limits its exposure to price gouging that might have occurred by using the commodity exchange to get those potatoes. Starbucks is doing the same thing, but instead of having partnerships and coffee beans, they are all of in-house. Go Ask Alice One of fiction's finest marketing minds, The Cheshire Cat, once told Alice in Wonderland something all business owners and marketers should remember:"If you don't care where you are going, it doesn't make a difference which path you take."For businesses bent upon success, it does matter which path you take. New Uniforms Could be the Gold Charm for the Golden Arches New designer uniforms could be the gold charm McDonald's needs to connect their new hip marketing campaign to their fast-food restaurants. This possible gold charm for the fast-food chain has the ability to let the actual fast-food restaurants reflect the image they are portraying in their advertisement campaign. Adventures in Advertising and the Affect on the Brand Name Studying various target-marketing techniques and here is a thought. We have been reviewing companies who cross over into many sectors to identify with their potential customers. Corporate Branding and Professional Logo Design Any business with the minimum interest to be successful should concentrate on developing their corporate image and when I say "any business", I mean it, absolutely any business-even if it's a mom-n-pop shop. "Corporate image" might be a big word for such small ventures, however, what I meant by that is how the business wants themselves to be perceived by their customers. Could Ray Kroc have founded McDonalds in the Era of Sarbaines Oxley? Over regulation of our free markets is stifling our growth in America and killing the next superstar Entrepreneurs. Let's discuss just how bad it really is. Attract More Clients With A Brand Identity You've probably heard that people buy products and services from people they know, like and trust. And, as I have done, you've probably wondered how you can foster more of this "Know-Like-Trust" factor in your business relationships. A Successful Failure A successfully positioned business sometimes doesn't win a new client. And that, my friend, is the point. Logo Design Tips Logos can be described as visual icons that provide a unique identification element to a business or product. Logos provide quick visual recognition of a Company which in-turn builds branding. Extreme Makeover - Small Business Edition Have you ever watched one of those home makeover shows? You know the scenario. The homeowners have decorated or remodeled their house all by themselves. Brand Building 101 Building your brand into a brand leader isn't easy. There are 2 areas that can really help you grow your brand, passion and consistency. Simple Risk Reversal Formula Will Send Your Sales Into Space (2 of 2) Make A Bold Promise Then Back It Up With An Awesome GuaranteeWe finished the last article with a mnemonic.. Its Time For Some Steak Recently, I was reviewing our website statistics. One of the sites that had a link to mine caught me by surprise. The Top 10 Strategies for the Positioning of Success Many businesses of today are often driven to compete striclty on price, quality, and features of their products and services. Companies who prosper over the long term don't simply offer the best deals, the best quality, or the most impressive bells and whistles.
|
| Interesting articles | Home | site map | Link |
| © 2006 |
