Posts Tagged marketing
I’m a true believer in color psychology. For instance, the pervasive red inside Pizza Hut makes people hungry but keeps them cycling through – they don’t want to linger at the table. If you’re still working on your brand logo and designs, take color into consideration. It may sound hokey, but color has an effect on us as human beings. How do you want to be perceived by your customers? Optimistic and cheerful? Serious and straightforward as an expert with the knowledge to back up your claims?
Check out this beautiful chart on branding and color psychology by Marketo for inspiration. Favorite quote? “[U]se caution with brown as it reminds most people of dirt.”
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 »
In a stellar article on branding from Talent Zoo, Andrew Davis writes about what he believes are the two key points in branding: Singularity and consistency. As the article discusses the importance of simplicity, I love that he pares branding down to these two words. He writes, “Singularity means that you keep your brand narrowly focused and constructed around one central idea or theme. Consistency means that you keep this focus unchanged.” This premise makes total sense, and is one that is often ignored or not understood by many companies.
If you’re trying to make a name for yourself as an entrepreneur or small business, or you’re a big brand trying to capture more of the market, the game is the same: KISS – Keep It Simple, Sweetheart. (We southerners prefer the nicer version.) Customers need to be able to associate you with something specific – that’s what a brand is. You should be able to tell your story in seconds, if necessary.
“Keeping the brand narrowly focused ensures simplicity,” according to Davis. “And, simplicity means you can begin to ‘own’ a term in the mind of consumers. It’s this term that consumers use to define your brand.” This term is also what you would buy up in Google Adwords. It not only gives your customers something to grab onto when you have a long-term focus, but it helps you design a marketing plan and narrow your target audience.
And keeping “the focus unchanged” does not mean you can’t expand your offering or grow your market or take on new ventures. It means you need to know what you stand for and help customers stay loyal to you by continuing to stand for it. There’s enough whiplash change out there for all of us to wallow in. Offer a safe haven (or a fun one, or a seriously twisted one…) for your customers, and be truly singular in a market filled with underachievers.
I know there are many folks out there who still think marketing has an aura of evil about it. I used to be one of those folks, so I get it. But the days of making a deal with the devil to market your business are over. The Internet has made it possible to connect with people and still just be little ole you, without costumes, disguises, sleazy sales tactics, or – of course – selling your soul.
The genius of new media marketing is that you don’t have to be everything to everyone. Customers can sniff out the inauthentic in any business, so you pretty much have to be yourself – which is good, because who else would you be?
If you’re an entrepreneur or a small business owner, you can talk to, and more importantly, listen to, your customers online and provide them with education and resources to show you care and earn their trust. You do this through email and e-newsletters, blogs… Read the rest of this entry »