Weekly Branding Tips… 

                                                                            

Is your brand standing tall in troubled waters?

Your brand is all about HOW you stand where you stand, and how you represent your foundation and posture to the rest of the world. 

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It’s worth finding a true branding line wordsmith who can capture and deliver what your business is all about by packing it into 7 slam-bam words that plant your benefit seed squarely in the the greenhouse:

“That’s what Campbell’s Soup is…Mmm-Mmm, good!” 

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“The medium is the message”

–Marshall McLuhan 

In other words, HOW you say what you say

   is at least as important as WHAT you say!   

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AVOID using all-inclusive words that send electrical jolts of exaggeration down audience spines. They cast a shadow of doubt on everything else your business represents. 

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      Reminded recently of a historic genius branding line that broke the 7-word rule and succeeded in making itself a household expression:

“PLOP-PLOP, FIZZ-FIZZ, Oh what a relief it is!”

           (What else could it be but . . . ALKA-SELTZER?)  

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Be sure your branding themeline avoids using “I” and “Me” and “My” and “We” and “Our” and “Ours” and “Us” –  Focus instead on “You,” ”Your,” and “Yours”

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You don’t need a branding iron to communicate your integrity. How you deal with employees, customers, suppliers, and your community says it all.

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GO HERE http://bit.ly/aDIz88 NOW FOR TOP BRANDING LINE EXAMPLES!

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Don’t let outside “experts” (marketing and PR and ad agencies and consultants) sell you on what your brand should be or what your branding line should say. Only you can know that. Use these resources instead to best represent your ideas.

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When your brand stands for something important,

you must stand by your brand!

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BRANDERS BEWARE!  Your BRAND is your business character (and probably yours as well, especially true of small business). Is your brand strong enough to withstand an assault? You’ve heard of “character assassination”? Unfortunately, not everyone is collaborating these days, and competitors can still be vicious. The answer?

TENACIOUS AUTHENTICITY!

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Be careful not to underestimate the importance and value of color use, meaning, and consistency in your branding program — especially in online global applications where acceptable colors in one country can have devastating meaning in another.

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YOUR BRAND

. . . is more than a name, a logo, jingle, or themeline.

These are just representations of how you do business.

HOW you do business is what constitutes your brand . . . do you deal with everyone openly and honestly? All the time? Does your business support the community that supports your business?

Are you constantly helping those around you to learn new systems and approaches, to be positive, to always regard your customers first and foremost?

Does your brand reflect your answers to these questions? 

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BRANDING: A mark made by burning a hot iron into the hides of ranch and farm livestock to designate ownership. Business similarities? Differences? Hmmm, note no mentions of pain!?

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Truth in Branding?

It’s all about HOW you do business,

about HOW you treat your customers, and employees, and suppliers, and neighbors, and communities.

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Anytime it’s possible to use a double entendre in your branding themeline, that’s desirable; but make sure the alternate meanings aren’t ones that could be mis-read. Focus group testing is your best insurance!

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BRANDING that uses UNpredictable wording, pacing, tone of voice (or music or color) WORKS BEST!

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THINK OF YOUR BRAND AS A MIRROR REFLECTION TO THE WORLD OF YOUR REAL BUSINESS COMPETENCY, TRUSTWORTHINESS AND AUTHENTICITY.

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   3 Key Keys To Effective Branding:

1. ASSOCIATION (conscious and unconscious)

2. CONSISTENCY (of message, tone, color, product/service characteristics and values– delivering what you promise! 

3. REPETITION (of words, images, benefits, applications)

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ALWAYS LOOK FIRST FOR WAYS TO INCLUDE AND/OR “PLAY OFF OF” YOUR BUSINESS NAME IN YOUR BRANDING THEMELINE BRAINSTORMING SESSIONS.

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The world’s most successful branding themelines 

use seven words or less. Does yours?

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Your integrity and the way you do business

IS your brand!

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