3 Signs Your Brand Has the Blues – And How To Shake Them Off

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Could your brand have seasonal mood disorder? It’s possible. Many of us find it challenging to stay motivated – and it can be particularly hard to jump-start our lives after the bustle of the holidays, and winter’s colder weather and shorter days are no help. It’s hard to focus on business-building when you’d rather hibernate. But we’ve got some sure-fire ways to bust your brand out of the winter blues.

Watch a replay of our webcast that will help you banish the brand blues “The Yin and Yang of Powerful Brand Stories” with BrandTwist Founder & CEO and former VP of Brand for Virgin Julie Cottineau and Head of Creative Planning at iStock Rebecca Swift. 

Here are three “Brand Blues” symptoms to look for and ideas to get your business back on track:

1) You’re feeling the Brand Love, but not the Cash

You’ve got something special to offer, and you’re connecting with people that your product or service could help. They seem interested, but when it comes to the moment of truth they’re just not buying. This is the dating equivalent of being told “you’re nice but let’s just be friends”

This usually happens when you don’t really understand your ideal customer and what they need. What keeps them up at night? And what triggers are going to help them move from being a “Brand-friend” to a committed “Brand user and fan”?

We spend quite a bit of time on defining our Bull’s Eye target in our Brand School program for small businesses. The most important part of making sure you’ve got a vibrant brand is targeting the right people, understanding their motivations, and speaking directly to those feelings to get them to act.

Take a look at your website (or your primary marketing vehicles) and ask yourself honestly…is it clear who this product or service is for and why should they buy it?

Does it present a clear statement of a problem and a solution that’s going to shake people out of their own doldrums, get them to identify with what you are promising and take action?

Before you re-do your website, or any other marketing materials – stop and think about your target – who they are and what they need. Don’t worry about being too narrow.  It’s better to connect with fewer people who actually buy your product or service, then have a lot of generic messaging that appeals to everyone, but converts no one.

2) You’re Bored with your own Brand

When you work day in and day out on the same business in the same category it’s hard to keep the fresh ideas flowing. But we need innovation to drive interest and keep our customers coming back.

While Brand Boredom is understandable, it can be harmful to your business. When you’re not excited about what you’re promoting – this comes across loud and clear to customers – in face to face meetings and even online.

So how do you keep it fresh? You need to TWIST it up.  When you stay too focused on your competitors and your own category, you end up with “me too” brands.

We believe you need to look at old problems from new and different angles. This is where the TWIST in BrandTwist comes in.

Leverage this lateral thinking by imagining what a beloved brand (in a different category) would do if it took over your business. How would this brand use its DNA to innovate your market?  Twist an inspirational brand (ex. Virgin, Zappos, Starbucks, Apple) with yours and see the impact it can have in creating fresh ideas for your business.

If you own a dry cleaning business you might want to TWIST it with Starbucks.  We’re not suggesting you serve better coffee to waiting customers. We want you to dig deeper. Think about how Starbucks customizes each order – could you offer a new type of dry-cleaning service where you offer a menu of customized options? “I’ll take a ½ starch, ½ steam no hanger pressing please.”

Innovation is critical in creating strong brands. Our Brand School curriculum offers several specific lateral thinking exercises and teaches you how to apply the TWISTS of break through brands to your business.

3) You have too many ideas and no idea how to move forward

For some people, the source of brand blues is having too many ideas. Many business people have an idea a day (if not a minute) and this can be overwhelming. It can lead to a crippling condition we call “fear of the idea”. Every new idea brings up a whole new level of stress on how you’re going to execute it.  This state can actually lead to a situation where nothing gets done.

Have no fear. The trick is in prioritizing which ideas to pursue and breaking down the steps to move them forward.

Look for ideas that have both high feasibility and high impact. By high feasibility we mean ideas that can be reasonably implemented. They may take some investment in resources or partners, but they don’t require inventing a completely new manufacturing process or any involvement from NASA. By high impact, we mean the ideas that would appeal strongly to your target and support your brand’s overall authority and distinctiveness.

Lastly, we recommend that you break down these ideas into small actionable steps. Instead of saying “I need to create a fresh, new killer website” we recommend breaking it into smaller steps that you will actually get done. For example, asking friends via Facebook and LinkedIn for web designer recommendations, investigating online resources like 99 Designs, creating a web design brief, and identifying 3 websites you admire (and pinpoint why) so you can share them as examples with your designer when you find them

We also recommend finding a Branding Buddy to keep you accountable and moving forward. Weekly check-ins (over Skype or coffee) will help you keep moving ahead. Program these into your calendar – pick a consistent day and time that works for you and your buddy and make these meetings a high priority.

In Brand School Master Class we have found that creating a private community of like-minded entrepreneurs to support one another and hold each other accountable is a very effective way to help everyone stay on track and bring their ideas to market.

We know its cold and your brand might be feeling the winter blues right now, but with a bit of ingenuity, discipline and the right kind of support your business can emerge into Spring stronger and more invigorated.

Interested in more brand building tips? Make sure you check out our Brand School Master Class site and join our mailing list. You will get a free e-book “Brand Like a Billionaire – 5 Tips I learned from Richard Branson”. You can also learn how to qualify for a FREE one-hour strategy Brand Health Check session with Julie (valued at $500).

AND don’t forget to watch “The Yin and Yang of Powerful Brand Stories” FREE webcast replay with BrandTwist Founder & CEO and former VP of Brand for Virgin Julie Cottineau and Head of Creative Planning at iStock Rebecca Swift  – all about on Visual and Verbal Branding.

In just one hour you’ll bash your brand blues and learn:

  • How to get your brand noticed by creating a compelling story using pictures and language.
  • The three main tones that resonate with customers.
  • How the verbal and visual balance helps your business succeed.

Watch it HERE.

 

Marketing Your Brand Throughout the Holidays

Marketing Your Brand Throughout the Holidays, from Alice Jenkins, gives 4 ways your business can make the most of the holiday season (or any season!) to make your brand stand out. This is another in our guest blogger seriesRead more about Alice in her bio below. If you would like to be a guest blogger for BrandTwist contact Jamie@BrandTwist.com for more information.

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Amidst the chaos that is the holiday season it can be tough to make your brand stand out among the rest. This doesn’t always require innovative creativity or a hefty marketing budget. For the businesses that don’t exactly have a million-dollar budget to air commercials, take up billboard space, and buy every piece of ad-space on the internet, the key to marketing your brand is variety. Here are four cost-effective ways to market your brand this holiday season that will both show good character and expose your brand to the masses:

1. Parades

If there is any kind of parade coming through your town you must be a part of it. Make it a point to get the employees together and build a float that plays off of your particular line of business. Holiday parades receive a relatively large amount of media coverage by their community and if you were to win an award for your float you could receive even more coverage.

2. Branded Item Giveaways

The holiday season is a time of giving. Let your customers know you appreciate their business by giving away a free branded gift with every purchase. For a business the most effective gifts for marketing are the ones that are directly useful during the holiday season. Branded ornaments to hang from the tree, branded pens to sign cards or gift tags with, probably the most underutilized promotional item of the winter; hand warmers. Read more about effective use of SWAG here.

3. Social Media/Website

Customize your webpage with a winter or holiday-themed background. Add mistletoe here, a few snowflakes there; remember your website is an extension of your place of business. Imagine if someone walked into your store and saw nothing to evoke holiday cheer. Constantly update your social media page and let your followers know the most recent deals, hours of business, and any other happenings.

4. Charity

So many businesses fail to see how well a charity fundraiser at their place of business can market their brand and attract new customers. Offer discounts to those who donate a certain amount of food or money to a philanthropy organization. It will establish great public relations for your brand and potentially lure new customers to your establishment.

Parades and social media may seem be the meat of the marketing plate here but don’t neglect the value of good public relations through charity and showing appreciation to your loyal customers with giveaways.

About guest blogger Alice Jenkins: 

Alice Jenkins is a marketing writer for the custom pens supplier, Pensxpress. She enjoys helping small businesses come up with new and innovative methods to get their brand out there amidst the holiday cheer. On Twitter she’s @alicejenkins37.

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Stand Out in a Bag Full of SWAG

Creative twists on how to make SWAG unique and our business get noticed. This entry, Stand Out in a Bag Full of SWAG, from Julie Hartwell, is another in our guest blogger seriesRead more about Julie in her bio below. If you would like to be a guest blogger for BrandTwist contact Jamie@BrandTwist.com for more information.

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Everyone loves free stuff. This idea was reinforced recently when I took my 11 year old nephew to the local county fair. There were carnival rides, games, sheep, pigs, and chickens. My nephew was politely interested in all these things but made it increasingly clear to me that he wanted to make sure we went to the Expo Center. It was full of businesses getting their brand out there. What did he want from this building? In a word: S.W.A.G. (Stuff We All Get). He couldn’t get enough branded business pens.

Often it doesn’t even matter who it’s from or what it is. If someone is giving you something with more utility than a brochure, you’ll most likely accept it and be happy. In this respect, pens are great, but you want to do more. Your SWAG needs to stand out as much as you want your business to.

A Case Study of a Successful SWAG Campaign:

Everyone expects to get T-shirts and beverage koozies from companies at promotional events. So is it any surprise that, when people receive average SWAG, it’s not at all exciting?

An analytics startup called Spinnakr realized this, and wanted to do things differently. When Twitter users tweeted about “Shades of Fame”, they would receive their own pair of branded shades in the mail soon after. This is what Spinnakr did right:

  1. It required a commitment on behalf of the potential customer to get the SWAG. It’s always better when you have to work for it right?
  2. Spinnakr used the SWAG to get recognition through social media. If you’re going to give away something for free, make sure you get a return on your investment.
  3. The SWAG was something their target consumers wanted. No one wants another refrigerator magnet. How about a pair of turquoise hipster shades? Umm, yes please!

Create your own SWAG

You’ve made the decision to create your own SWAG, and to do it differently. Here are some things to keep in mind:

  • Make it useful! SWAG does no one any good if it is useless and forgotten.
  • Be mindful of the industry you are promoting. A cloud storage promoter probably wouldn’t give away branded thumb drives.
  • Be like Spinnakr: make the consumer work for it. You’d be surprised at what people will do for free stuff.
  • Go small for a big return. No one wants to carry a spare tire around with them. It will also help your bottom line; small is cheap.
  • Make sure your SWAG is in line with the ethics of your business. PETA wouldn’t give away leather bound notebooks.
  • Make your brand visible. Even branded underwear will get seen by one person if the brand is prominently displayed.
  • Turn your SWAG into SWAGGER! Be confident in your SWAG. Give yourself an outgoing brand personality. Enthusiasm is infectious, and will really transfer through to the consumer.

About guest blogger Julie Hartwell:

Julie Hartwell is a marketing consultant and fashionista who loves a good campaign almost as much as she loves free stuff. On Twitter she’s @JulieHartwell23.

See if your business qualifies for a BRAND HEALTH CHECK STRATEGY SESSION with Brand School founder Julie Cottineau:

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Branding Tips for Better Business on American Express OPEN Forum

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We are thrilled to have been a contributor on branding to American Express OPEN Forum.

If you aren’t familiar with OPEN Forum, we urge you to check it out. This forum, in partnership with Linkedin, is open and accessible to everyone and you’ll find amazing resources for every aspect of running a business, entrepreneurship, marketing and branding. Business owners, entrepreneurs and experts can showcase  expertise, help others succeed and discover ways to help propel business forward.

See more of OPEN Forum and catch additional ways to make your business and fast-paced life a little easier and more profitable, HERE.

Check back in with us here: we’ll keep this list up-to-date with links to all of our posts on OPEN Forum:

Brand School, our highly effective, premier branding program, delivers the tools and steps you need to strengthen your brand and your connection to your customers. Get our free brand-building tips and receive access to updates about Brand School’s exclusive programs when you sign up for our newsletter at BrandSchoolOnline.com. 

“If anyone needs to understand the PROPER professional way that WILL make a difference for branding your business, Brand School is your go-to source.” – Mike Sass, Entrepreneur