By the Bye

Brand before Marketing

Here's a chart I threw together to help quickly explain the critical elements of branding as they relate to marketing. There are way too many elements to ever fit on one slide, but I think the big rocks are there.

Anything major I'm leaving out?

Taglines at work: Positioning a Physical Therapy practice.

 

You don’t need to be a fortune 500 company to benefit from a unique positioning statement; even emerging businesses need a fresh angle from which to tell their story .

 
Background

When PT360 came to me for help with positioning their brand, I had a hill to climb to get them to break away from the sameness pervasive in the physical therapy community. (disclosure: my wife is a partner in the business).

They are unbelievable care givers located in a great facility, with a strong passion for their patients wellness. Hmm....sounds like what every other physical therapy practice might claim to be...

 

Opportunity

While their name is clearly a nod to the breadth of their services, it doesn’t convey their uniquesnes as the only physical therapy cooperative in the area. This is what truly differentiates them in the marketplace; perfect for the "help your neighbor" culture prevalent in Vermont.

With each member an owner, they challenge each other daily to do the best for their patients, their practice and their partners. Add to this their philosophy of care: “We give our patients the skills to heal themselves”, and we have the ingredients of a fresh message. 

 

Solution

After calculating the messaging of their competition, revealing their true point of differentiation, and honing their rational, emotional and cultural “reasons to believe”, I created a tagline that communicates their brand essence in a creative way, which inspires and imprints itself in their marketplace.

 

PT360    Better Together

They’re literally better together in a new practice of their own, pushing themselves to improve their skills day in and day out. 

Matched with their philosophy of empowering their patients to heal themselves, the message, Better Together, offers a dual meaning that resonates with the team, and their clients. Short, sweet and to the point. 

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Retrospectively, it seems obvious.....right?

That’s when you know you have it nailed! It just makes sense, while being fresh and approachable - creatively describing their USP.

I love these projects, and can’t wait for the next one!

 

Considerations when developing brand names.

Challenging as it is, with the right guidance, choosing a new name for your business can be a very exciting project.

To get it right you'll need to devote some time to analyzing your current situation, and be willing to consider a broad range of possibilities.

Check out my smarticle on the topic to learn about how you can find the perfect name (like a whitepaper, but not as boring).

 

Download the Brand Naming Smarticle Now! 

Q&A: How to know if you brand is unique

I'll try and answer this one simply,though there is much depth to understanding the originality of brands. The following isa sketchpad overview, and extension of the post: The 3 Elements of a Great Brand

Brands are unique when they inspire, compell to action, and communicate valuable differentiation.

When they are accurately positioned in the marketplace via a fresh voice and inspired message, focused around a trend.

So, let's say you sell organic dogfood. Some elements of your brand might align with: health for your pet, good taste, perceived affluence, and earth friendly manufacturing practices. If no other brand is championing these things, and you are certain that your target market will find them appealing, then you have the start of a unique brand.

You then develop a mantra for your co./brand that epitomizes those critical elements of difference, then translate that into a unique message that conveys your point of difference in a remarkable way (as simple as a tag line, or broader communications that tell your story). While only a small part of "branding", this is the unique message you want your target market to remember, thus quite important.

The brand and company need a clear spirit and personality to display to the world when showcasing those brand elements; something that matches what your audience will be receptive to while providing flexibility for communicating each of the chosen brand elements.

Identity is critical, so a name and logo that match your brand promise and personality must be crafted with care (more about this another day).

Now, here's the scary part.

    This is all simply a smart "strategy" to approach the market with.

Ultimately, the masses decide if your brand is unique, and it's your job to steer them to understanding via an unwavering focus on delivering brand experiences that resonate with your core message, personality and promise.

If you do this in creative, unpredictable (but consistent) ways, you'll have a better shot than most at developing a unique brand.

 

 

 

Q&A: When to start branding.

If you are asking the question, "when do I start branding".....the time has already arrived!

Assuming you have a viable business model (that should be your first priority), and a passion to bring your offering to the world, the branding process will focus your actions and set you up for success.

Something as "basic" as pricing, has huge implications for the perception of your brand. If you haven't begun the process, yet have set a price, you very well could be constraining your opportunity for success, or worse, creating a situation where you deliver conflicting messages to your market; a certain recipe for hard times.

Unless you have the most remarkable product in the world, that is easy to understand and solves a problem that has never had an answer (errr....a time machine perhaps), success is best achieved with a strategically crafted brand.

The sooner you have one to stand behind, the faster you can make contact with the outside world.

 

 

 

 

Positioning strategy. Actions speak louder than words.

 

In my most recent consulting project, I’ve been uncovering what really makes my client's company remarkable while discerning how their competition positions and sells their story. After 2 months of analysis, we have a strong new direction for the business internally, and a fresh idea for the story they need to tell in the marketplace to create differentiation.

Just as we finished this new strategy, I learned of a competitor, who after review, is touting almost a mirror image of the new position we’ve set forth. “Interesting”, I thought. “Back to the drawing board”, thought the client. While this was a seemingly logical first reaction by them, all is not lost.

The competitors message might be true; but thankfully, positioning is more than simply a story of intent. While the corporate narrative is critical, more valuable are the subsequent stories of success that you acquire from doing business in a more remarkable way.

The competition has communicated a particular mission, but, they have not shown the fruits of this labor via case studies, testimonials, examples of superior work, etc... to prove the words they have crafted for their website (the stock photo’s aren't helping either). All they have done is manufactured a message (as far as the outside world can tell).

So, the direction remains to follow our new mission, with a spotlighted emphasis on bringing the exceptional results to life throughout all the chosen marketing venues. In a short amount of time, our message will "look" much different than the hollow facade presented by the competition.

When you relay your successes in a manner that reflects your brand personality, it strengthens your positioning, the trust in your story, and the reason you should be chosen above your competition. Otherwise, it’s just a bunch of hot air.

Actions really do speak louder than words.

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The 3 Elements of a Great Brand

To build a great brand, you MUST focus on connecting the 3 elements that make up the foundation of great brands.

When positioning and communicating your product/service/offer, you should consider:

The MIND. (there are practical reasons for someone to choose your brand. what are they?)

The HEART. (humans are sentimental. what sentiments do you connect to?)

The LIFESTYLE. (what's happening in the world that is fresh, and which you can align with?)

Combine all 3 of these factors and communicate them in a unique, concise message.

Then do great things that make them come to life!

You'll be on your way to building a brand that is refreshing and new!