I wrote this blog a couple of years ago. Today it may even be more relevant as brands and businesses look for fresh ways to stand out in a busy and noisier marketplace. If you read it the first time, I’ve added some new ways to stand out that are worth checking out.
Odd Fish Finish First
Imagine a big glass tank loaded up with hundreds of squirmy gold fish. Pick the one you want and in seconds you’ve lost it because they all look alike.
Suddenly, behind the coral tree, from within the school of many, emerges a slim, purple and orange fish. He quickly stands out from the group, his distinctiveness apparent. He swims around with a unique confidence and a bold identity, while the others just seem to fade away.
Odd fish are memorable. Odd fish command a premium price. Odd fish exude added dimensions of value. Odd fish finish first.
In business, understanding this metaphor is the difference between drowning in a sea of sameness and being a great brand. Jack Trout (speaking of smart fish) noted in his bestselling book “Differentiate or Die” that choosing among multiple options is always based on differences, implicit or explicit. Psychologists point out that vividly differentiated characteristics anchored to a product can enhance the public’s memory of it because they have added uniquely to the mind of the consumer. In other words, if you are promoting a product or service, give the consumer a reason to choose it. This concept is so simple, yet many business leaders
struggle with applying it to their brands.The problem starts with defining what distinction truly is and is not. Distinction is not that you love or care for your customers more than your competition does. It’s not that you are a one-stop shop or even that your product or service is of the highest quality. Those are all vital attributes, but they are also likely touted by 90 percent of the competitive players in your category.
Distinction in branding is something that you do so well and often that it is truly different and has become your asset—so much so that your competition would be unlikely to try to mimic your actions. It’s something that your buyers identify as really unusual and, as a result, award your brand extra space in their info-aged, over-crowded minds.
Developing a platform of distinction requires courage by leadership. Doing things differently can draw out herds of critics, from customers to employers to industry players. That’s to be expected, because new or different requires the adoption of new thinking and it’s human nature to resist it for some time. Have faith and believe in your oddness. Believe in your brand.
Take the test:
How distinct is your brand? Are you an odd fish that stands out or are you simply one of many in a school of fish?
• Visually, does your brand look different than your competitors?
• If you covered up your logo on your brochures and We site with only the content visible, would anyone know it’s your brand?
• Does everyone in your organization know how you’re different?
If you answered “no” to even one of these, you’ve got work to do. As you explore new points of distinction for your brand, ask yourself:
What’s relevant to the needs and desires of your customers?
Are there current events, social attitudes or recent wounds from an issue that would prohibit open acceptance of your point of difference?
Can someone easily copy or imitate your point of difference?
Will this point of difference be sustainable for a substantial period, get better with age, or quickly become irrelevant and out of style?
Does this point of difference have the legs to carry the brand? Can it be leveraged by other aspects of your brand?
49 ways to be an odd fish and stand out. Some of these can be strategic story platforms and others can be seeds for tactical actions.
- Share your unique history
- Create a distinct experience
- Do something backwards
- Design a delivery process unlike any other
- Let speed (fast or slow) be your unique thing
- Show off what you do
- Show off what you don’t do
- Pick an exclusive philanthropic cause
- Design a unique signature gift
- Coin a unique word
- Produce a unique event
- Launch an advertising or memorable campaign
- Let your location/building set you apart
- Design your office décor/environment in a special way
- Partner with a distinct association
- Play off your unique brand name
- Tell a compelling story
- Introduce a new technology
- Leverage a Graphic icon/mark
- Combine two unique things to make an unusual combination
- Serve a niche market-A lifestyle, age, gender
- Offer a distinct pricing model/buying program
- Off unique products and services
- Own a special style
- Have a really cool theme
- Use an unexpected color
- Build a new system
- Tout an accolade
- Different ingredients
- Unique uniforms
- Save the earth while you are at it
- Use unexpected humor
- Package it in an unexpected fashion
- Give something big away
- Offer an unbelievable guarantee
- Gift often
- Be exclusive
- Create a mascot
- Charge a lot more
- Give it away for free
- Take alternative payments
- Use a metaphor
- Rearrange something
- Sacrifice something important
- Break a century old rule
- Conduct an annual poll (quirky, scientific, funny)
- Super-size it or exaggerate it
- Get nostalgic with something new
- Simplify a process
Consumers are smothered with more than 5,000 brand messages every day. The marketplace is cluttered, with many excellent options offered. If you want to make the buyer’s choice easy and finish first, you’ve got to be truly distinct and communicate those unique attributes at all touch points every day. The services and products space is very competitive. To find your distinct calling, you must look deep inside your organization and explore all your branding touch points.
Think about your processes, your communication and your services. The possibilities are endless.
Using video is like adding high-octane fuel to a Hennessey Venom. In case you missed it, because you blinked, this year the Hennessey Venom GT broke the world speed record at 270.49 mph at the Kennedy Space Center.
“Video has been the fastest and most consistently growing medium for content marketing,” said Lori Rosen, Executive Director, Custom Content Council.
Want more traction on your Website and social media channels? Add video.
Branded video is sharable.
It can become viral.
Today everyone can use video.
I recently added video to my branding tool kit. When I speak, I open every brand talk with my Branding Boogie music video. The video tells a story about boring Bob’s brand and his cry for help. This drama sets the tone for my presentation message. Boring will get you nowhere.
Using video in a presentation is a powerful way to get the audience’s attention and project a consistent brand essence. Like in my case, that’s fun, entertaining and bold. So I produced this video with the help of my long-time, trusted broadcast resource, Christian Schwier and Litewave Media. They are a great firm to work with – always professional, creative and deliver on time and on budget.
Beyond professionally produced videos, this year I’m committed to creating more videos myself too. With an iPhone and iMovie, there’s no reason not to take advantage of this high impact branding method.
Research confirms the muscle of branded video.
Videos in a Tweet can bump engagement 28% according to Twitter’s media blog. Facebook’s stats show even more. Expect a 120% higher hit rate when videos are posted on your Facebook business page.
Got 6 seconds? Twitter Vine is short, sweet and can help you sell.
I just downloaded the app on my iPad and iPhone. I have not mastered it yet, but am working on it. I did find this excellent article with helpful tips and examples on using Twitter’s Vine video to build your brand and this one by always entertaining Gary Vaynerkchuk too.
Got a big budget? Check out what Chipolte did.
Last week the Groupon content team asked three branding experts for their favorite food branding examples. I cited Chipotle and how they used video to share their social values and further build their brand with a comedy series they call “Farmed and Dangerous.” The satirical video puts a dark light on corporate agribusiness. Even though Chipotle’s brand role is almost absent until the end, they used entertainment and value spotlighting in a very provocative way to let the public know their views about this issue. Read branding experts favorite food brands article here.
Video is where it’s at. What are you doing to add it to your brand arsenal?
Vision boards – get what you want
I recently attended the National Speaker Association’s mid-year conference. I took away many awesome ideas about branding, presentation skills and new technology. My biggest takeaway was to accelerate your success, get a vision board.
In the early 1990s, I always had a vision board, in my office, at my branding agency in Houston. A large black bulletin covered with pictures of situations, places and things I wanted to experience, share or own. When I made something happen or achieved a milestone, I removed the item from the board. By the late 90s, my vision board was empty and I had manifested a bunch of amazing stuff. I credit that board of pictures as an important tool that kept me laser focused on my goals.
Last week, a good friend of mine who had also attended the NSA conference and heard the same speaker recommend, “Get your vision board up. If you can see it, you can achieve it.”
Friday, my friend texted me a picture of her newly completed and hung vision board. It was really cool to see her dreams. It got me thinking—it’s time to have a new visual board again too.
Today it’s easy, free and fast to create a vision board. With the internet you can find pictures of anything in seconds, versus mine in the 90s. I had to buy tons of magazines, dig through hundreds of pages to find the perfect images that represented my wish list.
My new board is in my office. My friend put hers in her bathroom. Put yours where it works best for you. Include everything you want to achieve. Look at your vision board often and do what it takes to make it happen. There’s not much that a determined person can’t do, especially if you live in the USA.
Another powerful picture – get over rejection
I’ve been reading, How to Get Unstuck by Barry J. Moltz. Barry’s a successful entrepreneur and leads an angel funding network that helps start-ups succeed. This book is really good. As it points out, no one is immune to getting stuck. In a well-organized style, the book addresses how many entrepreneurs and business leaders often feel. They work hard, put in crazy hours, and it seems they are on a treadmill going nowhere—Barry provides straightforward answers to fix this.
What I love about How to Get Unstuck is that it addresses typical scenarios that growing enterprises experience. From days when you hate your customers, want to kill your employees and vendors, to selling based on features, to not managing rejection well and operating like everything’s an emergency instead of from a pragmatic and proactive game plan. Barry offers up simple steps to get back on track, along with snippets of truth from real companies that were stuck and got unstuck.
I’m telling you about this book for two reasons. One, it’s a worthy read and it can make a meaningful difference in how you run your business. Two, Barry shares another visualization technique that was a huge game changer in his life. In chapter nine he covers how dealing with rejection can keep you seriously stuck, or using that rejection as a way to put you on a fast track to accomplishing great results.
You see early in his career he was in sales, making over a hundred calls a day and immersed in rejection. People would not return his calls, gatekeepers would not let him get close to the prospects and his self-worth was feeling below low. Then one day he came up with a strategy. He positioned a picture of his family in front of his phone. Every time he made a call and got the BIG NO, that visual reminded him, that if he didn’t make the calls and land business he could not take care of his family. That was a powerful visual aid in motivating Barry. From there, he calculated how much he made on each sale and the number of calls that were needed to close a deal. This calculation showed Barry that even when he was rejected, he was earning $2.50 for every dialed call. The bottom line of this math showed Barry that he was earning money even when he was being rejected. Fast forward to today’s branded, relationship selling—every time you send a prospect a relevant news article or share something insightful on social media you can use this method. Making a strong visual, tied to your goals and utilizing this same calculation will get you over your fears.
These two fast, free and effective methods can make a big difference in your life today.
What are you waiting for?
That’s right. Unless you have a written transfer of copyrights from the creator, whether an artist, copywriter, video producer, web designer etc., you don’t own squat.
I recently had the pleasure of working with Julee L. Milham an intellectual property attorney, on a song copyright issue. In upcoming blog posts, I will share more about this branding dilemma I faced and the advice Julee provided.
My experience with Julee was excellent. I was very impressed with her knowledge and her level of client service. For a reasonable fee, she quickly provided me counsel and insight on my matter.
I told Julee I was going to blog about my experience with her and asked if she could share some advice that the Karen Post blog readers and others in small business, marketing and branding could gain from. With permission from Julee, here is an important copyright fact every business owner should know about.
When you hire people to create things for you, you don’t own the results unless the transfer of ownership has been agreed to in writing — regardless of how much you pay for the work or what was implied or agreed to verbally.
While that statement sounds unnatural, it’s true. An exception to the rule is when an employee creates something within the scope of his or her job. Under this specific circumstance, you as the employer own legal rights to the work. However, this only applies to true employees (not contract or commissioned labor), and parties often disagree on what’s “within the scope of a job.” Outside of the employee exception, the law says an author (the creator) of a work owns it unless he or she gives it away in writing.
Does anyone take photos for your business? Do you hire contractors to create content for your website or marketing and advertising materials? Without the proper paperwork, the greatest rights you can have in such content is a non-exclusive right to use it. It’s confounding to pay for a job to be done and have ownership still vested with the person you hired.
Transferring copyright in these cases is simple but imperative. This principle runs true all the way down to your personal decisions, such as when you hire a wedding photographer or videographer. After you establish ownership, consider whether you should register any works you create or acquire.
Registration is not required but does provide some advantage- especially in the case of litigation. And before anyone asks, mailing a copy of your work to yourself does not count.
When you hire people to create things for you, you don’t own the results unless you have it in the proper type of writing – no matter how much you pay them or what they said. While that statement sounds unnatural, it’s true. If an employee creates something within the scope of their job, you as employer own it. However, this only applies to true employees (not contract or commissioned labor), and parties often disagree on what’s within the scope of a job. Outside of the employee exception, the law says an author of a work owns it unless he or she gives it away in writing. Does anyone take photos for your business? Or create content for your website or marketing and advertising materials? Without the proper paperwork, the greatest rights you can have in such content is a non-exclusive right to use it. It’s confounding to pay for a job to be done and have ownership still sitting with the service provider. Transferring copyright in these cases is simple but imperative. This principle runs true all the way down to your personal decisions, such as when you hire a wedding photographer or videographer! After you establish ownership, consider whether you should register any works you create or acquire. Registration is not required but does provide some advantages, especially in the case of litigation. And before anyone asks, mailing a copy of your work to yourself does not count.
Julee’s expertise is not limited to general intellectual property law. In fact, she is a specialist in entertainment law. And today with the Internet, the lines between business law and entertainment law are often blurry due to the popularity of audio and broadcast media.
About Julee and her contact info
Julee L. Milham has been practicing law since 1986, primarily in the fields of business, intellectual property, entertainment, alternative dispute resolution, and service to the court. She is board certified in Intellectual Property, AV-rated by Martindale Hubbell, Chair Emeritus of the Florida Bar Entertainment, Arts & Sports Law section, and co-founder of the NYSBA Committee on International Microfinance and Financial Inclusion. Julee is admitted to the bars of Florida, New York, California, and the District of Columbia along with several federal courts. A graduate of Stetson University and Stetson University College of Law, she studied Comparative Human Rights and Corporate Governance at Oxford College of Law in Oxford, England and is admitted to the Roll of Solicitors for England and Wales. Julee can be reached at julee@milhamLaw.com.
If you’ve got a copyright issue or need to protect something you have created and need a trusted legal eagle, I highly recommend Julee.
. . . and lives a happier and more fulfilling new life.
A couple weeks ago I attended the The Raymond James Gasparilla Festival of the Arts in Tampa with my buddy, fellow motivational speaker Tami Evans. Showcasing over 300 talented artists, the event transforms a downtown Tampa park into an amazing outdoor museum.
I really enjoy attending festivals where creatives not only get to show their work, but where capitalism is alive and well and the masters of this talent earn money too. And when I discover a new artist, buy a piece of their work and there is a story of a newly born entrepreneur, that’s a bonus!
Meet Jason Brueck who only a week before turned in his resignation after 12 years as a corporate lawyer. He is now free to be the boss, as a full time artist.
Jason’s work caught my eye. His artistic style used dramatic black and white photographs and then a mix of color and graphical digital effects. The result was a real and surreal visual story, leaving the final interpretation up to the viewer.
In the piece I bought, which he calls Birds of a Feather, I saw a symbol of how I feel just about every day as entrepreneur. Balancing life, work, relationships with my independent and creative-souled values. At the same time, I related to the young woman confidently walking on a tight rope, feeling liberated to conquer yet facing the reality of the uncertainty and the risks that come with being self employed. And the soaring birds, while beautiful they can also poop on your head and ruin your perfectly coiffed hair in a minute.
I loved the piece. It spoke to me. I bought it.
As I’m about to pay for my new art, I quizzed Jason about the nicked up black frame that encapsulated the work. I was also curious about his journey as an artist. Turns out Jason originally from Ft. Myers, FL had spent the last dozen years in a suit and tie defending pharmaceutical companies.
So how did this corporate lawyer get the call from entrepreneurial voices and take the plunge?
For Jason it happened 4 years ago when he moved into a new house. He wanted something fun to hang on his walls, but found himself in that middle market with few options. Wanting something interesting, more than a mass-produced $40 print from IKEA, but he couldn’t afford to spend a ton on his artwork.
Ultimately he ended up hiring a digital artist to create three images for $600. After a good bit of collaboration and a lot of time, Jason was disappointed with the end result. His ideas got seriously lost in translation. So he decided to buy the software and teach himself, knowing this was the only way his ideas would manifest in the way he wanted. That year an artist emerged.
Toying with the idea of a career change in the summer of 2013 while participating in some pretty big art shows, Jason realized that being an artist could be a sustainable vocation. At the end of a big weekend, he crunched the numbers and realized if he could devote himself full time to being an artist, not only would he be happier but potentially better off financially as well. Plus, the fact he couldn’t stand his job, or his boss, didn’t hurt either.
The nicked black frame, well that was part of his new journey and the business law of: “Shit happens”. On the way from Philly to Tampa, Jason had loaded up his truck, packed with framed artwork. As he headed south, he suddenly heard a load noise and pulled over. Unfortunately, the shelving safeguarding his artwork broke and all the art hit the truck floor damaging many pieces, including the one I was buying. But as another law of entrepreneurialism shows its face, “What does not kill you, makes you stronger”.
Hearing Jason’s story was exciting. Another smart, courageous person enters the small business nation and joins the forces of millions of others who are willing to risk the imaginary safety blanket of a corporate career to follow their dream and control their destiny.
When I met Jason, I promised him some advice on being an entrepreneur and concerning his new website that he had just launched.
3 pieces of entrepreneurship advice:
1) There will be bumps along the way.
Your shelf breaking in your truck will likely be one of the smaller challenges you will face. When you hit a bump, learn from it quickly, don’t make the mistake again and return to focusing on your goals.
2) The term starving artist came about because a group of creative people didn’t make good business decisions and blamed others.
Selling art is a business. Finances, branding and operations are all important functions and critical disciplines that need to be managed everyday. You are driving the truck, so drive it wisely. Invite other smart people to help you and have fun.
3) Work from a plan. Or plan to fail.
Start with the end in mind by writing out your 12 month and 24 month goals. Schedule your days. What gets scheduled gets done. Write short-term goals every month. Share them with a trusted person, so you will be accountable.
4 pieces of branding advice for Jason:
1) Your Website (http://alterimages.net/).
Good start. As a visitor, I want to learn more about you. I’d add more copy about your story, what’s important to you and details on your pieces. They should all have stories. I like how you use lower case letters on the header. I would make that part of your graphic style and lose the upper case letter on your website titles. I also want to know about the limited editions on the large prints, so you can start marketing the higher priced items on your site.
2) Your blog.
You are in a visual field. Your brand needs to be visual. When you blog, add photos. Use your name and company in your posts. Search engines like this and over the long haul it will be easier to find you on line.
3) Your social media.
Make it easier for people to get social with you. Add social icons next to your prints. Move your social icons up on your site from the bottom, so people connect right away.
Your phone number is hard to read on your business cards. Consider adding video to your site too. Re-post your blogs, either manually or with an auto feed, to Facebook and Twitter. I’d add a section called “press”. You should have your press kit there and once you start getting publicity via blogs or other news venues, you need to add the links. Add your bio, facts about your work, etc., and include the photo you want used when you get covered.
You’ve got talent. Now you’ve got time.
Make it happen!
Last week CVS/pharmacy stores announced they will stop selling cigarettes and other tobacco products by October 1.
Congratulations! Hopefully this will start a national trend with other brands who preach wellness and healthy choices, it’s time to walk the talk.
Ending tobacco sales “is the right thing for us to do for our customers and our company to help people on their path to better health,” Larry J. Merlo, president and CEO of CVS Caremark, said in a statement.
The company also announced that it plans to launch a national smoking cessation program in the spring.
This move will not be without short-term pain, the retailer estimates it will take an annual loss of $2 billion from tobacco shoppers.
If I were a betting girl, I’d put my money on CVS. They will survive and gain a much stronger and even more profitable brand in the long-run. A brand that keeps customers healthy, will have more customers.
Industries everywhere and everyday are faced with issues like this. It takes courage to be the first. It takes vision to be a leader. And it takes brand integrity to do the right thing.
Is there anything in your business model that needs to go away? A product, a process or even an old irrelevant policy? The upside to change like this is priceless. I suspect CVS will earn millions in publicity that will make many shoppers love them more. And soon, they will have new shelf space for even more interesting products that meet the market’s needs, desires and impulses.
On a side note, if you’ve not seen the new ad campaign the FDA just launched, they are well done. Focusing on teenagers, with a message around the real cost of smoking. The campaign is eye opening and hopefully packed with enough shock value, that a few more young smokers will kick the habit now.
This past week I took my mother to her first Tampa Bay Lightning game. I go often, and as always the experience was blast. The Lightning hospitality team is world-class. I’ve blogged about them before. Every staffer treats you like you are the most important customer.
As my mom and I were headed to our seats, we asked the usher for assistance. I mentioned to him this was my mom’s first time to a Tampa Bay Lightning game.
Acting like we were the most important fans in the house, he introduced himself as Tom. We small talked with him for a few minutes. He told us how much he loved his job and that he had worked for the Lightning for ten seasons.
He walked us to our seats, two rows behind the goalie. The game was exciting. Although sometimes it got a little scary as the players slammed up against the glass that was inches from us.
Tied at 2-2 after the first period, Tom the usher who showed us our seats reappeared. This time bearing a big first-time fan button and personalized certificate signed by Lighting’s mascot Thunder Bolt and former Lightning team captain, now VP of Fans, Dave Andreychuk recognizing my mother and welcoming her to Lightning Bolt nation.
That’s customer service. That’s a brand that gets the importance of making a customer feel awesome. That small, unexpected gesture made my mom’s night.
What do you do to make first-time customers feel special? If nothing, what can you do to make the experience memorable?
Here are some ideas to consider.
- Give them a branded gift.
- Let them sample or try something you sell.
- Personalize some part of their experience with their name.
- Gift them some type of incentive voucher to return soon. This could be an added value bonus with purchase, or a percentage off (depending on your pricing strategy). Either way, the goal is when they do come back, make them feel special again.
- Send them a hand written thank you note.
Over the past few months, I’ve been giving my brand, Karen Post, The Branding Diva® some deep pondering and exploration time. Thinking through where I’ve been and where I want to go. Most importantly, what do I need to do to further separate myself from other speakers, consultants and writers whose expertise is branding or marketing too. The photo posted here will give you a sneak preview of what I’m doing. I’ll be showing you more in the coming blogs.
Brands are a work in progress (W.I.P). They evolve and the best ones continue to improve their distinction, story telling, and they freshen up their communications to reflect their essence, standout and stay relevant.
I’ve set some very ambitious goals for this year. One of my key strategies is to be bigger, bolder and even more bodacious.
As I make this journey to brand up, I’m going to share my process with you. Whether your brand is you or you direct an organizational brand, my goal is to inspire you to work through your brand and see new opportunities to take it to the next level.
One’s beliefs and values are important bricks in building a brand foundation.
Beliefs are concepts that you hold to be true.
What are you unequivocally convinced is true about your professional expertise?
Here are mine:
1) Every person, company and organization is a brand.
Some choose to ride the brand wagon organically and accept where the wind takes them. Others take the wheel and arrive at the destination they choose.
2) We are a visually – judgmental society.
What your brand looks like and how it is packaged molds 90% of the first impression you earn.
3) No risk. No brand.
Standing out and standing for what you believe requires guts. It’s not easy and that’s why there are so many sissy brands competing on price and losing out to stronger brands.
4) Simple ideas stick.
This applies to design, messaging and methods. The human race is easily confused.
5) Boring brands have to work twice as hard and often are forgotten twice as fast.
This means being boring is a costly trait. If you want to earn attention and be remembered, don’t be boring.
6) Having a big budget is not required to create a great brand, being resourceful is priceless.
Creativity and innovation trumps the bucks on any day.
7) Consistency counts.
Repeat, repeat, repeat your message, your visuals and your story.
8) Great ideas are worthless without decisiveness and execution.
Bad decisions are better than no decision at all. Plans without action have no value PERIOD.
9) If your brand sucks, and it is not helping you reach your goals, it’s your fault.
Quit whining and get to work.
Values are concepts that we hold to be important.
What’s important to you or your brand culture?
Here’s what’s important to me.
- Financial freedom (so I can be independent and not dependent)
- Design, aesthetics and beautiful things inspire me (ugly, boring and common are disturbing)
- Personal responsibility (is everyone’s lifetime job)
- Having fun (mandatory)
- Creativity (fresh and unique ways to do common things and acts)
- Luxury (no camping for me, unless it’s at The Four Seasons Hotel)
- Helping others succeed (sharing expertise, leading by example, being generous)
Values govern the way we behave, communicate and interact with others.
Beliefs and values determine our attitudes and opinions, both critical in a brand’s foundation.
Get clear on your beliefs and values, the rest of the brand process will fall into place.
The past few weeks you have likely seen the CEO of Target trying to manage the aftermath of the massive credit card hacking scandal. Not a fun situation for any brand leader. One recent interview on CNBC caught my eye. While Gregg Steinhafel was assuring customers that the company was taking the right steps to deal with the mess, a beautiful logo-patterned, red Target vase was perched on the stage behind him.
Was his intention to communicate, yes this is bad, but you can still expect great design and a style edge that the big blue retailer just can’t do?
Using logo marks well in non traditional touch points is a great opportunity for any brand.
I read an interesting story in the Wall Street Journal about the return of wearing branded apparel. The story was titled, “The Return of the Fashion Logo”. Full story click here.
The article reports how many big, luxury-fashion houses are using their brand-logo mark in garment and accessory designs again because consumers’ appetites for sporting brand marks are back in style.
In the early days of the 2000s, the plastering of brands was everywhere, inducing a logo-type mania. Today’s trend is not quite as prominent and is portrayed in a more understated way. This more discreet application of the logo mark still allows consumers to broadcast their financial success all the while making a fashion statement too.
That’s great if you are a fashion brand. But, what about if you are a business to business brand or a service brand?
I have always believed that brands with a clean, simple logo mark have a marketing advantage because those marks have a powerful visual asset that can be applied to some interesting touch points and woven into branded experiences.
When I say clean and simple, I’m generally not referring to your full logo with text. I mean just the mark; like Target’s bull’s-eye or Nike’s swoosh. If you do use text, don’t overdo it because the idea will quickly move from a nice, cool touch to a cheesy, hard-sell tactic.
How can you brand leverage your brand mark?
This depends on what you sell. If it’s an object, think about how you can add your mark to the design. Like in the Wall Street Journal article, luxury brands use their mark as hardware, decorations and apparel trim.
If you don’t sell an object, consider adding your mark into some touch points like:
Whether you are printing a bound, coffee-table book to give clients, or a brochure, consider using the logo mark on a flysheet.
Why not add a touch of your brand to a room or space? But don’t go overboard; sometimes just doing an accent wall is the best look. Here is a custom wallpaper resource.
This company can take any file and create a range of design applications from wall borders to wall decals to full blown wallpaper.
3) Computer wallpaper or screen savers
Adding computer wallpaper is simple. Create a pattern of your logo mark and save it to a jpeg file and make it your computer background or screen saver. Want something a bit more dynamic? Hire a programmer to create a moving screen saver design incorporating your logo mark.
4) Wrapping paper
Don’t just give your clients a gift; give it to them wrapped in branded gift wrap paper. You can make your branded wrap on your desktop printer or have a custom wrapping paper company create it for you.
6) Stickers and seals
Stickers and seals can be used in many cool ways; from sealing an envelope, to packaging a proposal, or adding it to a book you give a client.
7) A pattern in your ads
If you have created an online or offline ad campaign, consider using your logo mark as part of your design. Every since I can remember Target has been doing amazing job of using this method by having the Target bull’s-eye appear in many of their campaigns, furthering their brand equity and their distinction.
Using a simple logo mark as a pattern in something, or as a stand-alone element, can be an effective way to keep your brand top of mind.
Your voice mail message, on your office phone or cell phone, is an important brand touch point. And it cost nothing more to sound impressive. This is free branding. Often those messages are the first impressions you give to a prospective client, a business colleague, a strategic partner, or a new friend.
So don’t even think about using the non personalized recording that comes with your phone. That’s LAME with a capital ‘L”.
So, is your message giving the best first impression?
Give yourself a call. If your message is not on brand, re-record it using these tips:
State your name.
How will a stranger know they have the right number?
Reflect your personal brand.
- If you are creative, then do something creative and try changing it up monthly.
- If you are a performer, like a stand-up comedian, say something funny.
- If you are bubbly with high-energy, sound that way, don’t sound like you just woke up.
Keep it short.
People know the drill. You don’t need to give them play-by-play instructions.
Make sure the sound quality is good.
I recently called a broadcast producer and his voice mail message sounded like it was recorded in a busy subway station, with a back-up sound track of sirens and flying bats.
Your voice message is one of your no cost, or lowest cost, touch points you have. Make it on-brand and impressive.