Posts Tagged blog writing for business

The UVP is Dead? Or, Go 007 to Give Your Brand An Actual Personality

In a fascinating article entitled “Does Your Brand Have a Lame Personality?” on Talent Zoo, Tommy Walker starts out seemingly contradicting some of the basic tenets of branding that I have posted here on Royal Pain.  Shocked and dismayed, I read the article voraciously, trying to discern if there was some new idea in branding that I hadn’t seen coming.  Has the UVP (Unique Value Proposition) been replaced with a multifaceted personality that works with different audiences in different ways?  Maybe.  But by the end of the article, I breathed a sigh of relief, for my foundation had not been rattled.  Emboldened definitely, but not shaken.

I am intrigued by the concept Walker raised of being a “living, breathing” brand, just as a person has many aspects to his or her personality.  He asks, “[D]o all of your friends like you for the same reason?” It is worth pondering how the many faces of Eve can happily coexist in a brand that still manages to define itself.  And finding the answer to this puzzle as well as why those friends do actually like you is where the 007 bit comes in.

But before we get to that: the UVP.  I’m not quite ready to do away with it.  I still think that you should choose a genre and customer personality that best fits you and commit to something, because the worst kind of person is the chameleon who puts on a different show with everyone he meets.

However, if you take Walker’s meaning as a nod to the way we present ourselves a little differently at home than at work, or the way we might love to attend the indie crafts market and show off our tattoos, but we also have a hard-driving business side that feels equally comfortable in a good suit… Read the rest of this entry »

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Blogs: Conversation or Publishing? The Debate Continues…

A thought-provoking blog entry by John Lane of Centerline Digital goes a little deeper on the social media as conversation topic and reminds us that we’re oversimplifying if we think we can just start happy little conversations about ourselves and build pure relationships that lead to sales through blogging.  It may be naive to believe that we can control anything about how our brand is perceived or that if we start a conversation we can bring people to the shopping cart with any greater ease.  I agree that having something to offer with engaging content, publications, and promotions is a given, and that a chat with customers won’t do us much good in a vaccuum, though I also believe that being authentic and talking transparently to the people we want to reach has a strong effect on customer loyalty and trust.  So read this entry, draw your own conclusions.  Either way, it’s food for marketing mastication.  Read here:

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Personality Counts

Personality makes more of a difference than you might think. With so many options out there in the marketplace, people are choosing their services and products more and more based on how that company’s or individual’s ideals and personality mesh with their own.  Loyalty is hard to come by these days, and the only way to stand out among your peers is to let go of the mass market and find a niche.  It’s called branding, and your niche will have much greater loyalty to you and your business personality than the masses ever could.

For example, do you put “green” concerns first in your business?  Let your customers know how you feel.  Eco-consciousness is an important factor in the current climate.  Don’t “greenwash” your offering – people can smell a rat a mile away, and you will be

The Green Detective

shunned for your falsehoods.  However, if you are genuine in your mission, you can inspire customer loyalty by honest efforts to reduce your impact and provide green options for your customers through your brand.

Or maybe you’re an edgy business with rock n’ roll style?  Does your “CEO” have a few body modifications? Adopt a style for your blog that conveys this aspect of your company.  You’d be surprised about how far it will take you with a large percentage of your customer population.  Sure, you might lose a few.  But you will gain a genuine brand that you can feel good about promoting because it’s truly you, and your customers will appreciate it.  And you might be surprised at how much of the population is tattooed and pierced.  Get an icon professionally designed with a caricature of your most hard-core employee – is it you? – and flaunt it, baby!

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