D: So lacking in originality as to be obvious and boring.
into a “gotta have” brand?
A good logo transcends time and a variety of media, allowing a brand to imbed itself in a community — whether your community is defined as local, regional, national or global.
Watching how global brands transcend their own iconic brands to target core audiences can help you learn to expand your own brand.
Take Nike’s latest NYC campaign:
Making Your Brand “FEEL” Good.
SO . . . How DOES your brand make your customer feel?
- DEFINE your business focus.
- DESIGN your business image.
- DELIVER your business message.
How to Design a Brand
TOM ASAKER | Author, speaker and provocateur | 2/16/12
always one step ahead of the times. They should,
and must, question everything generally
thought to be obvious. . .”
Too Many Cooks in the Kitchen . . . CAN “Spoil the Pot” and Spoil Your Brand Impact
Small business owners — especially solo-preneurs — tend to ask everyone they meet for an opinion when it comes to marketing. They fall prey to the DELUSION that the more people they ask, the more they will learn about how to market their business. Trick is . . . for every person they ask, they are guaranteed to get a different opinion, which quite often leaves the business owner even more confused.
Unfortunately, this DELUSION leads to brand DILUTION.
Avoid the Dilution of your Brand Message through Visual, Verbal and Virtual Consistency.
If you are not comfortable in making marketing decisions, hand that responsibility over to ONE trusted partner. Having one primary marketing partner to help you craft your overall brand strategy will create a clear and consistent marketing message.
- Visual Message. Scattering your design projects among several designers will do just that — scatter your image and create confusion. Develop a visual brand strategy that supports your brand message and stick to ONE professional designer that understands visual brand strategy.
- Verbal Message. There is so much more to writing marketing copy than stringing words together into a sentence. Your consumer is more likely to remember you when you have a consistent tone and message written by ONE professional writer/editor.
- Virtual Message. Not all web designers are web developers (and vice-versa). If you are lucky, you’ll find one that does both. The same goes for SEO and/or Social Media — trust ONE expert to set you up with a customized plan.
Resist the Delusion of Getting Something for Free.
Barter is not always best. Smarter is best. Everyone is on a budget and looking for ways to stretch a dollar, yet if the outcome of your “trade for services” brings about chaos and confusion with your consumer, then you have essentially gotten what you paid for (nothing), and you’ve wasted everyone’s time (which by the way, is valuable). Choose “smarter” — and make decisions based upon what is best for your brand message.
Trust Your Instincts.
At your gut level, you know what is best for your business. Learn to trust those instincts. Avoid the temptation to “collect” a cadre of disparate designers, writers and web developers — find a few key players whom you trust to help you develop your “big picture” brand and trust them to help you craft a consistent brand message. Creating a clear and consistent Visual, Verbal and Virtual message for your consumer serves to clarify and solidify your brand and strengthen your client/consumer relationships – and will cost you less in the long run.
When you BELIEVE in what you offer, you create a passion that motivates your consumer to purchase. Identify the FEELING you want your consumer to have with each purchase, and you are on your way to increased sales.
Kashi actively markets the healthy lifestyle by building a community of health-conscious fans. Through the company’s focus on health and wellness, Kashi exemplifies how to build a personal brand that makes consumer relationships a priority.
Each year since 1995, leading food industry expert, Julian Mellentin, forecasts and analyzes trends in food, nutrition and health. Indicators show that food and beverages which provide a benefit that consumers can actually FEEL will be best placed to weather the global economic downturn.
“In tough times the single most important factor consumers will take into account when choosing a functional food or drink will be whether it delivers a benefit they can feel,” says Mellentin.
The importance of “feel the benefit” is even more important when people are being more careful with their money.
At Kashi, the most loyal “BELIEVERS” sign up to become a Kashi “Fan Addict” – giving them added benefits such as coupons, weekly newsletters and access to special promotions.
Does your consumer BELIEVE in your product? Can they FEEL your benefit?
- Do your research
- Find your niche
- Fill a void
- Offer relief
The DOVE Campaign for Real Beauty was inspired by a major global study, “The Real Truth About Beauty: A Global Report”. The study validated the hypothesis that the definition of beauty had become limiting and unattainable, as if only thin, young and blond were beautiful. DOVE found the current, narrow definition of beauty was having a profound effect on the self-esteem of women:
- only 2% of women around the world describe themselves as beautiful
- 81% of women in the U.S. strongly agree that “the media and advertising set an unrealistic standard of beauty that most women can’t ever achieve”
The DOVE Campaign for Real Beauty was created to provoke discussion and encourage debate. Based upon the global study findings, DOVE started a series of communication campaigns to challenge beauty stereotypes and invite women to join in a discussion about beauty.
DOVE “served” their consumer and expanded their customer base by redefining beauty. Women want to be “understood”, and feel better about purchasing products with which they can identify.