Entice Your Customers with a Color Twist

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In a fast-paced, fast-food world, finding that one little TWIST to make your product stand out is pivotal to gaining attention and building brand interest.

Take a Cartier box, who’s brand signature red color immediately gains your attention and signifies there is something wonderful to be found inside – twist it with a burger – and you get Burger King’s Red Whopper. In a sea of endless beige and brown burgers, Burger King Japan, with a limited budget and a R&D and marketing team of only five people, came up with a little twist that packed a big punch – color. Four years ago they successfully launched a “Black Burger”.

This year, they wanted to shake things up a bit, and launched a limited edition Red Burger – which was a red version of the “Angry Whopper”.  Says Burger King Japan’s general manager of business management Masanori Tatsuiwa, “We’re not using any creative agencies for these products. And this way we don’t need any big money to expand our awareness in the market.” “We thought making it red would make people curious and express the hot taste.” (AdAge)

And right they were. Before the product even launched, more than 150 headlines in English alone appeared in a Google search right out of the gate.

The Aka Samurai from Burger King Japan. There's also a version with chicken.

You don’t need a big budget or need to reinvent the wheel. It only takes the willingness to give a little twist a try. Just like Burger King did, your business can introduce a simple twist to stay fresh and current.

We know we’d make our burgers purple or pink… what color would your brand twist with?

In Brand School we give you easy, actionable tools that you can use from day one to boost your brand’s reach. You’ll have access to our team of experts and enjoy the ongoing support and inspiration from an exclusive community of like-minded business owners and entrepreneurs to help you stay on track and bring fresh ideas to market.  Learn more about Brand School and see if your business qualifies for a one-on-one Brand Health Check Strategy Session at BrandSchoolOnline.com

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“Working with Brand School is an invaluable experience and a really great use of resources because it opens up so many doors and affects so many areas of  your business.” – Sarah Hinawi, Executive Director, The Purple Crayon Center for Learning and Innovation

What To Do If Your Brand is Hacked

We’ve been hit with some scary news the past few days! Major brands (Jeep, Burger King, even Viacom’s MTV) are having their Twitter accounts hacked. If these “big boys” are vulnerable, what does that mean for the rest of us? And what can we learn from how they are responding in these time sensitive and potentially brand damaging situations?

Here are 5 tips on what to do if your brand is hacked:

1.   Keep calm and brand on.  Brands are built over time through the consistent delivery of positive experiences. While a hacking incident might be frightening, chances are rare that it will bring the whole empire tumbling down. Look at it as a bump in a road and don’t lose sight of the longer-term relationships that you have built. Focus on growing those and your brand will become stronger as a result.

2.   Enlist the help of loyal fans. Branding is a two-way relationship, and in times of trouble, who better to count on than our friends and fans to pull us through? Reach out to some loyal fans and ask them directly for their support to set the record straight.

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3.   Keep it real. Address the situation head-on and with an honest tone of voice. Communicate to your followers. Yes it sucks, but you’ve got the situation under control. If humor is part of your brand, you may even want to inject that into your response. Hey, with all the brands hackers have to choose from, you’re kind of flattered to be singled out. Right?

4.   Stay on your toes. Brand building is a true discipline. It takes time, constant monitoring and nurturing. Take a lesson from the brands that are able to bounce back quickly and make sure you have the right plan in place for your own brand. Do you have the toolkits, staff and budget set aside for your own brand to react quickly? Consider this a fire drill and make sure you are prepared.

5.   Turn the negative attention into a positive. If your brand is the victim of a hacking incident, use the additional attention it may be getting and turn it into a positive. Now that you’re in the spotlight, use this as an opportunity to highlight a positive brand message and thank your fans for their patience and loyalty.

Has your brand ever been hacked and what did you learn from the experience? We’d love to hear. Email us: julie@herculiz.com or post a comment below.

Knowing how to respond to issues as they arise and having a clear sense of where you want to take your brand is one key to developing a strong brand. Brand School, our highly effective, premier branding program, will give you the the tools you need to develop your branding and use it to make your business sing. We give you hands-on exercises, exclusive online videos, and the opportunity to connect with a supportive community of fellow brand-building entrepreneurs. Receive more information about the next semester and also receive free brand-building tools and tips when you join our mailing list.

“BrandTwist helped us tremendously… Julie’s advice helped us be much more focused and effectively boil down all the ideas into a few key concepts.  It saved us a ton of time, and we got to a name – Light After Loss – that resonates with our customers.” – Charles Moore, Founder and CEO, LightPath Apps