brand presence

Wearable Tech & the Changing Narrative of your Brand

10.07.2014 Better Marketing
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Wearable tech is here and it’s not going anywhere. From Apple’s recently announced iWatch, to wearable fitness bands like Garmin’s vívofit® and UP by Jawbone™ to “reality enhancing” eyewear like Google Glass—the world (and the way we see and experience it) are changing quite rapidly.

…and we’re about to experience a huge culture shift in how we engage with brands, inspired by this disruptive technology.

From Staged to Sincere

Just as royalty used to pose for hours so an artist could capture their essence in paint, the same frame of reference carried forward in our shift to photography. From paint to film to print to digital and everything in between, we’ve been capturing everything from personal to professional moments in a “say cheese” manner.

That is to say, we’re big on staging the scene.

SELFIES. Need we say more?

But our most beautiful, honest moments as humans aren’t staged at all. That’s why we gaze in awe at the candid brilliance of a professionally taken photograph. The average person isn’t able to capture that kind of intimacy.

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No Brand? Looks like a Scam! Crafting Better Emails for Your Business…

07.15.2014 Better Marketing
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Considering the importance placed on email as a communication tool, it never ceases to amaze me that I still receive poorly worded, unprofessional, unbranded emails. All business owners should know: every email sent out by your company is a representation of your brand. Bad email practices by business owners and team members alike are detrimental to brand integrity and therefore, business success. Email’s a big deal!

I received the following email from someone looking to help me with my online marketing. What do you think? If you received this exact email, would YOU go out of your way to contact John Smith*? (*Name and information changed to protect the guilty.)

Subject line: Best Content Writing Services !!
To: nora@ndrichardson.com
From: SEOJohnSmith@gmail.com
Dear Web Owner,
I am John Smith.
We are an Online Marketing firm with over 4 years experience in the domain. Content in any Online Marketing Campaign is one of the most crucial factors to make the campaign a success. However, in most cases the content is not good either in terms of user perspective or in terms of search engines. Allow me to offer you our Web Copywriting Services. We work hard to deliver a hassle free and time bound copywriting service to our clients so that they don’t have to wait forever for a content piece. Do let me know if your views are in line with mine and you are facing such a situation with your current service provider. I look forward to your response….
Kind Regards,
John Smith

While most businesses aren’t quite this bad, this is, in fact, a real email from a company looking to attract more customers. (Much to my surprise.) I would normally just stop there and delete this correspondence because it appears suspicious.

But we can learn a lot from John Smith’s mistakes.

Let’s dissect John Smith’s email…

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Fast-Growing Franchises: Why Consistency is SO Influential

06.03.2014 Better Branding

Here at The Branding Spot blog, we like to talk about consistent branding.

What is a consistent brand? A consistent brand presence means that your logo, your brand colors, and the look and feel of your business is consistent across ALL of your marketing collateral and present in every way your customer interacts with your business—from website to tradeshows to business cards and so much more. We like to call this Brand Alignment.

Why be consistent? Brand consistency is hugely beneficial for your business. The more consistent you are across all your brand elements, the more recognizable your brand becomes. When you see fire engine red and mustard yellow “McDonald’s” probably pops into your head, automatically—probably even subconsciously. Consistent branding is just one reason the McDonald’s brand is so easily recognizable and memorable.

The Business of Consistency

Across-the-board consistency is the key to the overall success of any franchise. One of my favorite business books, The EMyth talks at length about this phenomenon. While not all successful businesses need to be franchises, the principle behind the franchise is what makes these businesses work.

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3 Painless Ways to Use Data to Up Your Brand Reach

05.13.2014 Better Branding
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Data is all around us, and it’s easier to collect than ever, so it’s no wonder you’re likely hearing terms like “big data” and “measurable marketing” as they’re thrown around from the C-level down to the IT department. Leading marketing companies are using a proactive approach, collecting data to predict brand success on the front end and to measure marketing efforts on the backend. While a lot of businesses hire external agencies for this sort of exploration (not to mention accountability), that’s not always an option for smaller businesses.

Does data collection, measurement and analysis seem like a huge undertaking? Well, I’m not going to lie: It definitely IS. But there are a lot of great ways even small businesses can use data to their advantage. Here’s how…

1. Collect & Care

First things first, if you’re not collecting basic customer data at every interaction, it’s time to get on that. Your best bet is to start with a simple, well-built customer relationship management (CRM) solution. Nowadays, most of the best CRMs are web-based and relatively simple to learn and use. Try Less Annoying CRM or Insightly—both are very affordable. (And hey, take your time finding a CRM that works for your team and your business. This is important. Most CRMs offer a free trial, so go for it!)

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5 Tips for a Better Branded Website

04.29.2014 Better Marketing
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Spring is here! Well, mostly. If your corner of the world is warming up nicely, it’s time to throw open your windows, brush off the dust, and get started on spring cleaning…spring cleaning your website, that is. If the winter blues kept you from getting a fresh start for 2014, then there’s no time like the present to finally ramp up your website—and ramp up your brand in the process!

1. Skip the Overselling

Your website is a great place to showcase what you do. A great website with a consistent look and feel will either entice people to buy right away—or at minimum, create a lasting impression that will bring that customer (and their friends) back to your website for more. The trick here: Don’t oversell, especially on your homepage. Don’t get me wrong; you should definitely make it easy for your customers to inquire about and purchase your products and/or services. However, today’s educated consumer wants to learn more before they buy and to feel in control regarding their purchasing decisions. Above all, you want to be memorable: a memorable brand keeps leads and customers coming back for more.

2. Be Present

If your website hasn’t been updated since the Hamster Dance was the most popular thing on the Internet, you’re going to want to invest in something new…now. Yes, we’re exaggerating—but it’s true: if your website is out-of-date or obviously hasn’t been updated in a year or more, it’s time to refresh your brand and your website. When you’re happy with your website’s modern new look, then it’s time to ramp up your online visibility. Add new branded content every week (like a blog post or an eBook) to entice your target market base, engage potential customers, and nudge them toward the sale. Being present is about communicating your message, but it’s also about building a relationship of trust between your company and your target market.

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Company Culture vs. Brand Personality—Does Your Company Measure Up?

03.25.2014 Brand Presence
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Your brand is the whole package. Or is it? We talk a lot about brand alignment on The Branding Spot blog. A great brand must be consistent across the board to be unique, memorable, and thus: effective. This means your website, your marketing collateral, your logo, your brand colors—everything that says HEY! This is my company! needs to be uniform to get the full effect. Heck, at Spot-On Branding, we even offer our popular Brand Alignment Package to help business owners create a consistent look, feel and flow to their brand online and off.

But what about your company culture? Does your company culture actively represent your brand personality, inside and out? Not sure? Here are some areas to focus on:

Your Team Members

Aside from providing excellent customer service (which can truly make or break a brand), is your team actively representing your brand every day, in everything they say and do?

If your business strives for a professional by-the-numbers appearance (let’s say you’re an accounting firm) and your logo, colors, look and feel illustrate these themes, be sure that attitude extends into your each of your team member’s attitudes. Each of your employees should have a standard, professional phone greeting and voicemail, and a standard, professional email signature. When it comes to their company’s financial future, your client is going to want that consistent reassurance that their money is in good hands.

Whatever your industry, your company handbook should outline how your team members are expected to interact with your customers. This might include always mentioning signature services under their full trademarked name, or, for example, always listing three amenities when a potential customer calls to book a stay at your hotel.

Your Office or Store

When a client, customer, or potential customer enters your office or brick-and-mortar shop, are they greeted with an atmosphere in line with your branding? Let’s say you run a surf shop. You want to be sure your brand extends to your store, creating a fun-in-the-sun feeling with every customer, even if they’re just browsing. If your shop prides itself on custom-made surfboards, be sure your shop environment offers potential buyers every opportunity to ask for more information about your sweet custom boards.

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Brand Trust is a Must: Brand Relationships are HUMAN Relationships

02.25.2014 Better Branding

“Love all, trust a few, do wrong to none.” –Shakespeare

When was the last time someone broke your trust? When was the last time you broke someone else’s trust? I’m willing to bet it was a pretty big deal. Maybe your relationship recovered. Maybe it didn’t. Maybe you’re on the fence about the person now, unsure whether or not you can trust him or her again.

It’s happened to everyone; relationships (whether romantic, friendly, or otherwise) aren’t always easy. But all great relationships have one thing in common: TRUST.

Same goes for any relationship between a consumer and a brand. Trust is a must! Brand loyalty is built on trust. When your customers trust your brand, they trust your business, your products and services, and your ability to meet their unique needs. Brand trust is what gives consumers the confidence they need to advocate for your brand.

What is your brand doing to cultivate trust among your potential and current customers? Are you guilty of any of these Brand Trust Fails? How can you regain that precious customer trust and brand confidence once it has faltered?

Brand Trust Fail # 1: Bad Customer Service

“Friendship—my definition—is built on two things. Respect and trust. Both elements have to be there. And it has to be mutual. You can have respect for someone, but if you don’t have trust, the friendship will crumble.” –Stieg Larsson

Just like You Are Your Brand, every person your customer touches, from your creative team members to your in-house employees is a brand representative and a brand advocate. If your team constantly fails to put on a smile and treat each customer with respect, they’re stifling your business and damaging your brand with each interaction.

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10 Ways Tradeshow Sponsors Can Use Twitter To Boost Their Brand

10.22.2013 Better Branding
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Savvy tradeshow sponsors know that using social media is a great way to boost their brand presence before, during and after the event. But you can’t just sign up for Twitter or Facebook and hope for the best. You have to implement a smart strategy to reap the benefits of social media success, no matter what industry you’re in.

So as a sponsor, what’s the best way to shift your tradeshow or conference presence into high gear and increase your booth attendance while boosting brand engagement?

Tradeshow sponsor, meet hashtag.

Since 2009, Twitter users have been utilizing hashtags to link tweets about the same subjects together so they can be viewed easily in conjunction with one another. Not only is this a great way to connect with people who share similar interests, but it’s also an incredibly handy tool to group tweets together at events. Especially at large events, like tradeshows and conferences.

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