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!

 

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.

 

 

 

15 ways to be a great marketer.

Many of my small business clients think they have no idea how to market themselves or their business. While they may lack the acumen to execute the perfect tactics, there are tenants of great marketing that anyone can easily learn and follow.

Off the top of my head, here are some to get you started. Please share your ideas for this list!

Great marketers:

1. Take risks.
2. Learn everyday.
3. Choose the best medium for their audience.
4. Highlight benefits over features.
5. Are relevant and timely.
6. Do things that are DIFFERENT.
7. Persevere.
8. Borrow from others (but don't hedge on #6).
9. Craft strategy first; then tactics.
10. Are consistent without being predictable (just like leaders).
11. Keep it simple whenever possible.
12. Find great partners to help in areas of shortcoming (or amplify #2).
13. Seek inspiration from unusual sources.
14. Harness technology.
15. Did I mention, be DIFFERENT?

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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Have thoughts on this topic?  Let me know!

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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!

The 3 'M's' to strive for in marketing and advertising.

I recently saw a less then extraordinary print ad from a company that I'm working with, which made me sort of sad.  Sad because it was misguided.  

Ultimately, it was not inspiring or noteworthy in any way.  Short on funds, this company took a shot at advertising (in the most static medium possible) with essentially no hope of ever getting a return on their investment (yes...it was that bad).

It got me thinking about how I could easily and effectively convey to them where this ad fell short, and how they might avoid this same fate in the future (hint...don't advertise in magazines...instead, there's this little thing called the internet floating around...) 

It's really not that hard to explain. Marketing, and the ad's that surmise entire marketing budgets for some companies, should be MEMORABLE, MEANINGFUL & MOTIVATING. These 3 factors provide a simple test to judge your creative idea.

Is the action/ad/tactic/program unforgettable?  

Is the photo or copy odd, fresh, arresting, nostalgic, scandalous, challenging, etc...Is it presented to the customer at the appropriate time? (time is relative.  Surprising moment can be the 'right time').

With 3000+ brand messages a day delivered to each and every one of us, it better me memorable. This might be the hardest of the three to get right, but if you push the limits you can get there.

Does your ad resonate with your audience?  Does it speak to them on an emotional level?  Rationale aspects are important to show that your product is worthy of consideration, but connecting on a higher level is the only way to capture your audience's attention in a significant, long term way. Brands and companies, like people, have emotions, so show them!

 Being relevant, insightful, problem solving, joyous and empathetic are just a few ways to be meaningful.

Is the consumer inspired?  Do they want to tell their friends, make a purchase, or find out more info?

It's frequently known as your 'call to action', and it's amazing how many brands fail to do this, either explicitly or in a more subtle way. Regardless, you must motivate your audience, and whenever possible, give them the tools, resources, information, support, etc....to act.

Measuring your efforts by these three factors will get you closer to a more remarkable effort, which is what it's all about.

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Do you have a similar checklist?

Am I missing something??

Knowing your market - Pong (Beirut) Enthusiasts

Can you guess where this picture was taken? 

Dick's?  Sports Authority?  Toy's R Us?

Answer:  None of the above.

I snapped this photo at my local grocery store, Stop & Shop.  That's right, the same place I buy Ho-Ho's and green tea (the guilt of one clearly offset by the antioxidants found in the other) sells a litany of ping pong balls.

Some of you know instantly why this store stocks enough pong balls to outfit the entire Chinese national table tennis team for a year and leave Forest Gump drooling. 

Alas, I do not live in The People's Republic, nor Green Bow, Alabama.  This store is located at Brigham Circle, in Boston, MA.  Besides being the nexus of health-care in the city, it also neighbors Northeastern University.

And, as many of you already have concluded, college students love their beer pong (or Beirut as we called it at Hartwick).

Think of this for a moment. This national grocery chain must be deluged with so many requests, that they have dedicated an entire section of shelf space for these plastic poppers.  This is an environment where the Nabisco's and Pepsi's of the world are charged thousands for the "privilege" of offering their products at Stop & Shop.   And look how much space is allocated for p.p. balls !  There are 18 slots, which hold 4 packages of 6 balls.  That's almost 432 balls on hand when the shelf is full.  Assuming they retail for double their wholesale cost, they are making a buck a package.  They must be selling copious amounts of these projectiles to warrant this.

However...

This isn't about the per unit profit.  This is marketing. 

You see, college students need other items when they purchase pong balls.  They need cups, chips, dip, hot dogs, frozen pizza and Ramen.  By offering one more, highly specific and non traditional item they need (clearly in hordes), Shaw's fixes themselves in their consumers mind as the place for all their shopping needs.  They are willing to sacrifice valuable space on a low net item, in order to sell you much more when you come looking for your "gaming" need.  There isn't a Wal Mart for miles, so proximity is their ally, but this offering helps ensure they are drawing in students when shopping for their favorite pastime, so they can up-sell them when they get there. 

If I were them, I'd go one step further and put an end cap in place with all these items in one spot.  Too bad you can't sell beer at grocery here in Mass (damn Puritans)....

I can just hear it now from a frat house not too far away....

Frat boy 1:  "You get the keg, I'll get the cups". 
Frat boy 2:  "No doubt.  Just head over to "SS" and scope out some "Solo's" and "rocks".

Ahhh, the good ole days......

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Have you seen another "random" item at the supermarket?

How about another example of a retailer selling something outside of their core market offerings?

Adversting that makes you go...."huh"?

In case you couldn't tell, I try to maintain a positive tone when writing this blog.  Sometimes, however, you just have to call it like it is, and this week two advertisements caught my eye which screamed for someone to point them out.

The first was a billboard on the Mass Pike, just outside of Boston.  Headline, 'FARM FRESH WIND', with a picture of a windmill.  Oh yeah, you can bet that the font was green.  Subtle...very subtle.  Did the creative director whip this up in 10 minutes?  I hope there wasn't a grand creative session to brainstorm this copy.  On the other hand, if the agency who created this billed for ANY creative time, than God bless them.  They've got some kind of racket going.  Clearly agencies should start targeting more energy providers. (I'm not exactly sure which energy co. this was , so that's inherently something to consider.  I think it was NSTAR.) 

Ok, so you're an energy co.  Do you now sell wind?  Sort of....I guess. 

Unfortunately, 'Sort of' is not a clear message.

You do 'provide' energy to the masses.  So why not talk about that?  Even if you did sell wind; is wind from a farm better than wind from the city?  I thought wind was wind?  It certainly does not discriminate against us city folk.  (If you have ever walked across the BU bridge, or down the vortex that is Boylston St. in the winter, you know what I mean). 

Now, if it was widely known that wind from some farm in NH or OK was 'better' than urban wind, which we individually could directly benefit from in some way I haven't yet learned, than by all means, sell me some of that. (perhaps it's a new organic way to dry your hair...??)   Bottle it up and send some by my place like the milkmen from the 'good ole days'.  If not, than why waste your time talking about wind?  

I don't benefit from the wind, I benefit from the energy you provide me, which you mined from the wind.  The earth can benefit from this 'green' energy, but that's a secondary benefit to the consumer.  Essentially, you are hoping for the target audience to put it all together on their own. 

Billboard advertising doesn't work this way.  You have 2 seconds to relay a message and generate an impression that hopefully builds awareness of your product/brand. and/or, its benefits/brand personality/values.  The message needs to be clear and concise.  Sure, I am 'remarking' about this billboard, so I suppose you have done something right, or REALLY wrong.  At the least your brand name needs to be recalled !  I'm writing about this billboard and I can't even remember the co !!!  I do remember the name was smaller than the aforementioned message, and it was not prominent.  How exactly has this message served their business needs?  It hasn't.

A few quick options that might have been better.  Take them or leave them.
Wind Energy.            For the earth.  For you.    (BIG company logo).
Thank your Mother (Nature).        Wind Energy from ____ (and Mother Earth).


Here's the second ad, this time a 30 second television spot. Where I do I start ! 

First, Reebok hardly ever advertises on TV, therefore, when they do, they should really nail the creative to maximize their ROI.  This is almost embarrassing, and is not a new idea. 

Second, Reggie Wayne, while being a fine ballplayer, does not have much household recognition (he's probably the 10th wide receiver a 16 year old boy would recall, let alone football player, and let's be honest, if they aren't trying to sell these shoes to 16 year old boys, than they have bigger problems than we have time to talk about).  Celebrity/athlete endorsers should be iconic figures that definitively elevate your brand.  Sorry Reg, but you're not that guy.  All this says to me is that Reebok couldn't afford someone with a higher profile.  This might be the worst problem with the ad, as it just doesn't serve the inherent purpose of why you would use a pro athlete. 

Ok, so Reggie's your guy.  That doesn't mean the creative should be weak too !

  Walking on water is an OLD cliche.  We all know he can't do this.  There's no mystery or intrigue here.  Clearly you are telling me the shoes allow him to walk on water, I get it.  It's the not the man himself, which brings us back to the fact you don't need a pro athlete when using this idea. 

"Reggie can't walk on water, but with these "Hexride's" he can" ! 

Who hoo !  Go Reggie. 

Pla - ease.....!

Then there is the tag line, "Superior Cushioning".  Sweet, a benefit message !  Thanks for that.  Too bad it makes no sense !  Why would 'cushioning' allow someone to walk on water?  Doesn't cushioning in a shoe help reduce impact on hard surfaces?  Last time I checked water was not a hard surface.  Now, if this was an ad for a 'lightweight' shoe, they might be on to something, but it still has the problems I noted above.  At the least, show the man running over some crazy boulders or something.  It might not be related to football, but at least it will more closely match the product benefit!

To me, this commercial officially sums up Reebok's position in the marketplace.  They are NOT a leading brand and hold no aspirational status.  Think hard if anyone you know actively wears a pair of Reeboks?  1 in 15?  1 in 20? I don't know a single person who wears Reeboks.

Talk to anyone at the co. and they'll say, "we can't try to out Nike, Nike".  We'll, if you mean, "come up with compelling creative", than clearly you can't.  Heck, you'd be better off just showing the shoes with a simple message like, "Reggie Wayne wears them.  You should too" !  Not creative in any way, but I bet just as effective, and a whole lot cheaper. 

Here's a classic example of a brand that used the idea of superpowers, attributed them to the product and pulled off some good creative. For a split second you have to wonder.   Did he really do that???

(too bad we now know Mike's true colors).

Like never before, there is no room for mediocre work. In tough times, consumers need good marketing to help them make the tough choice of how to spend their limited funds.

Someone out there can do it better.  

Don't waste our time with greenwashed messaging, or generally lame creative.  The consumer can see through this. 

You only make your competition look brilliant, and turn off those of us who know better.