branding blog

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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6 Great Ideas for Branded Content

09.16.2014 Better Branding
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Your brand should be unique enough to be memorable to your target audience. But to get even that first glint of brand recognition, you need to get your brand out in front of people. Creating great branded content, as part of your overall content marketing plan, is a fantastic way to expand your brand reach. Here are some ideas to get you started…

1. Brand your Infographics

We already know visual content marketing gets a lot of attention and people just love, love, love infographics these days. These beautified bits of information get read, shared, saved and referenced all over social media and the web. Be sure your logo is stamped in a clear, readable place and use your brand colors to really showcase your branding throughout.

2. Brand your Inspiration

Your brand identity manager or a skilled graphic designer (who is familiar with your branding, of course), can create cool, funny and/or inspirational quotes on a background of your brand colors, stamped with your logo. Choose quotes and themes that interest your target market. Post your placards on LinkedIn and Facebook to get more brand attention.

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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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Product Packaging: For Your SERVICE-Based Business

04.08.2014 Better Marketing
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When you’re marching down the supermarket aisle, there are plenty of products that really stand out because of their brand-centric packaging. It’s almost automatic: you know to grab the orange-red Tide® bottle, your white Lean Cuisine® boxes with the orange font, the flaming-red rooster bottle of Sriracha hot sauce. You know your favorite brands by sight—so well that shopping for them is almost automatic.

Did you know you can induce this sort of brand loyalty by creating brand-centric packaging for your service-based business?

Here’s how it works…

Go with the Flo

We all know Flo from the Progressive® Insurance commercials, with her signature white outfit, red lipstick and blue headband. Flo is a personification of the Progressive brand—but she’s just one brand tactic the Progressive marketing team uses to get their (insurance-with-a-personalized-touch) message across. Here’s one of our favorite Progressive commercials, Let’s Get Ready to Bundle.

As you can see, Progressive takes their service-based business a step further by creating television commercials set in a physical, supermarket-type atmosphere. Each pick-your-price insurance package is rendered as a physical cardboard box in line with the company’s branding. Furthermore, these physical products can combined to produce a bundle.

We think this is ultra-clever. Consumers watch these commercials and see these insurance services as a consumable product—one we can scan at the counter and take home with us, just like it’s in our local grocery store.

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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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Value Your Brand? Educate Your Audience

03.18.2014 Better Business
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The world is always changing, and nowadays it’s changing faster than ever. The good news is, since the advent of a more accessible Internet, today’s educated and curious consumers are regularly hitting the Web to research and discover the benefits of continuously emerging products and services. This is a huge opportunity to market your business and your brand—but there are quite a few tricks of the trade you need to know to best cash in on this opportunity and build your brand in process.

Ask yourself the following questions and you’ll be on your way to educating your target audience, building your brand identity, and seeing more sales in the long run.

Where’s My Untapped Niche?

Chobani tapped into the yogurt market by advertising their new product as not just another yogurt, but instead, a Greek-style yogurt. While most people had never heard of Greek yogurt before, they were immediately interested in exploring this “new” yogurt style that offers less sugar and more protein than traditional yogurt. The Chobani brand was launched in 2007 and in a few short years Chobani became the top-selling yogurt in the United States. (Read: they don’t just top the Greek yogurt charts—they’re THE top-selling yogurt in the entire country, and they became a billion dollar business during a period of economic downturn to boot!)

The Lesson: To educate your audience, first identify your niche.

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6 Super-Expensive Products…and How To Knock Your Biz Up a Notch with Perceived Value

03.11.2014 Better Branding

While most of us aren’t billionaires, many of us have spent more than the average price on a product or service because we believed the investment (or indulgence) was well worth the cost.

But how much would YOU really pay for the following super-expensive products?

1. Domain Name

In 2007, VacationRentals.com was purchased for $35 million. Next up on the list? Insure.com at $16 million and (of COURSE) Sex.com comes in third at $14 million.

2. Dessert

Serendipity 3 Restaurants offer a $25,000 sundae, the Frrozen Haute Chocolate, made with the world’s finest chocolates and served in a baccarat Harcourt crystal goblet, complete with an 18 carat gold and white diamond bracelet, plus a $14,000 jewel encrusted spoon. Too pricey for your tastes? Try the Golden Opulence instead—a steal at $1,000.

3. Beer

Back in the mid-1990s, a Cambridge archeological team helped recreate just 1,000 bottles of Queen Nefertiti’s 3,250 year old recipe, dubbed Tutankhamun Ale. The brew originally sold for $7,686 a bottle, but the price eventually dropped to $75. Soon after, King Tut’s curse struck again and the brewery closed its doors.

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Human Nature: 6 Psychological Strategies for Your Brand

06.11.2013 Better Branding
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If you understand basic human nature, you can better market your brand to humans. While that sounds super simple, so many small business owners overlook the basic psychology behind marketing their brand. Integrate an understanding of human nature into your marketing strategy and your branding materials—and watch the world respond to your business, regardless of […]

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Your Brand: Who Cares? Make It Meaningful!

05.21.2013 Better Branding
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How does a brand truly impact the lives of consumers? What’s really behind these GREAT brands that create ongoing feelings of positivity and continuous brand loyalty because those consumers feel truly rewarded when they keep coming back again and again? Sure, these brands are memorable; they’re unique; they tell an interesting story—but they have something […]

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