Sweeten Your Brand with Innovation

Valentine’s Day has just passed. Searching to find a sweet little something to give as a gift online became a bit of a chore, revealing little more than those tried-and-true V-Day staples: chocolates, sparkling wines, roses and perfumes — that was until I came across a unique twist on an otherwise everyday item, honey.

Bee Raw Honey. This brand incorporates several solid branding concepts and executes them very well:

Niche: one item, well- mastered.

Name: we instantly know exactly what it is and by using the word “raw,” we know what makes it unique.

Location: proudly promoting and supporting the importance of local artisanal sources.

BUT WHAT MAKES THEM TRULY STAND OUT IS THEIR PACKAGING TWIST

They took a plain pantry staple and presented it in a way that elevates the way we think about it. We now can enjoy honey with a culinary perspective we never even considered before.

Like an elegant wine tasting experience, Bee Raw Honey offers us the opportunity to sample several flavors of honey by packaging smaller “sample tasting flights” together in a unique wooden stand. They’ve made it even easier for us to experience their product in a new and innovative way by providing food pairing ideas, menu suggestions, and recipes.

Your brand doesn’t need to be a food-related business to benefit from Bee Raw Honey’s sweet branding success.

HERE ARE THE LESSONS YOUR BRAND CAN APPLY

Think outside the box, or create a better box, literally. The way your promise is delivered does matter. Packaging may be the first physically tangible contact your market has with you; use it as an opportunity to make a lasting impression.

Give your market something new to do. Tell your market how to use your product in a new, innovative way and make it accessible.

Find innovative ways to present who and what your brand is all about. We know that executing on this concept may not  always be as easy as it sounds. We understand the challenges in creating a strong, clear and reinvigorated brand. Brand School, our highly effective, premier branding program, will give you the tools you need to develop your brand and use it to make your business buzz. Receive more information about the next semester and also receive free brand-building tools and tips when you join our mailing list.

Editor’s note: This is an entry in our blog series called “Brands That Twist”. We are celebrating entrepreneurial brands and highlighting lessons that your brand can use right away to grow your business. We hope you enjoy and we’d love to hear your suggestions for future brands to feature. Just let us know in the comments section of this post. Happy Branding!

“I learned a lot from Brand School.  It inspired me to think outside the box. I have a much deeper understanding of how to effectively build a brand.” – Mike Sass, Entrepreneur

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