Branding Archives - Page 7 of 42 - McLellan Marketing Group

Brand alignment – are all the cogs in synch?

January 3, 2011

Your brand is not your logo….your brand is not your logo. (tired of hearing me say that yet?)

Your brand is the essence of your business. From 20,000 feet — it is who you are, why you exist, the unique value you offer your customers, how you behave, what you believe in, what you promise and of course, how you keep that promise.

When you not only understand but can articulate all of that to a prospective customer, potential employee and your current staff and clients — you now possess one of the most potent tools a business owner/leader can imagine.

One of the basic tenants of any relationship is consistency. We trust the people and companies who behave in a way we can count on. Brand alignment is a powerful way to make a promise and then keep that promise — over and over again. Over time, that earns us the consistency badge which eventually leads to brand loyalty and referrals.

As 2011 kicks off — it’s time to examine your own brand’s alignment and decide if any aspect of it needs tuning up. There are many moving parts to a brand — and they all have to be in synch.

Your mission — why do you exist (from an internal point of view — why do you fight the fight every day?)
Your vision — how you want to change your corner of the world (from the world’s point of view)
Your promise — what is the promise that you will boldly make to your customers and employees — the sword you will always fall on
Your brand personality — how does your brand behave? If you brand were a person — how would the world see him/her?
Your tagline — how do you tell the world about your vision and promise? This is the first sentence of your elevator speech and how you get someone excited to work with/for you
Your visuals — if you had to describe your brand without words, how would you use colors, shapes, symbols etc. to do that. Here’s where your logo and color palette come in
Your touch points — in every way you come into contact with your employees, prospects and customers — how do you weave your brand promise and personality into those encounters. How do you add a bit of lagniappe that is uniquely you into each touchpoint?

We’ll dig into each of these aspects over the next couple weeks but for now, step back and look at the big picture. Is every cog of your brand working in perfect alignment with the others? If not, it’s time to make a change.

At McLellan Marketing Group, we don’t just preach this stuff, we live it out with you. In our own brand alignment check, we decided that our tagline needed a tweak. Back in 2003, when I bought out a business partner, we agreed that the company needed to be re-branded once the buy out was complete. In the agreement, we only allowed a couple weeks to get that accomplished.

We knew we believed that strategy was king. It drives marketing creative, decisions and direction. And one of our core beliefs is that passion cannot be ignored — so for the past 6 years, we’ve used the tagline “where strategy and passion collide!” Still as true today as it was back then. We believe there’s an energy that is created when clients with a passion for their work and customers get connected with the right strategy and with MMG.

But… as we “grew up” as a company we recognized that what we’re spectacular at is helping our clients forge lifelong relationships with their customers. That’s about brand, it’s about creating memorable experiences, it’s about being their hero and it’s about the notion that you have to keep courting your customers as though it’s your first date.

Which has led us to talking a lot about creating a love affair with your customer. We realized that when we introduced ourselves — that’s the line we were using to kick off the conversation, not our tagline. So as of a couple weeks ago, we made the switch. (And of course, will be continuing to change out everything over the next few weeks.) Our new tagline “Create a love affair with your customer” takes the strategy and passion’s collision and makes it very tangible. It makes the collision matter. It’s the why.

Your turn. Start thinking about all of those brand elements listed above. Is each cog in perfect alignment with the others or are they off just a little?

Want a tool to help you check your brand’s alignment? Here’s a link to the MMG brand criteria chart.

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Could being remarkable really be this simple?

December 23, 2010

As you may know, I am a Disneyophile. I love the Disney parks, I love the Disney movies' happy endings, I love the unrelenting pursuit of better customer service that drives Disney to their own level of excellence.

I also love Walt Disney's story.

I know he wasn't perfect by a long shot. But he was a dreamer, a story teller and a man who believed so strongly in his own vision that he ignited the people around him until they were as caught up in the dream as he was. And despite being told no about a million times — he just keep at it until his dream came to be.

But if you've studied his life like I have, you discover that his philosophies are incredibly simple. And in that simplicity, incredibly profound.

When asked how to build a successful business, he replied:

"Do what you do so well that they will want to see it again and bring their friends."

Pretty much sums up referral selling, word of mouth marketing, and customer retention all in one sentence. And in the end — isn't Walt talking about creating a love affair with your customers?

Do you think we make it too complicated? Do you think Walt was right? Is that really all there is to it?

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How Disney says “I’m sorry”

November 24, 2010

It's inevitable…we're going to make a mistake or disappoint a customer. And while Love Story might have told us that "love means never having to say you're sorry" I'm pretty sure that if we really want to create a love affair with our customers — we do on occasion, have to apologize.

The brilliant marketers at Disney know that for many, a trip to one of their resorts is a once in a lifetime event for a family. So if they mess up, they'd better apologize in a big way.

Like most hotels, check in at Disney's Boardwalk is 4 pm. But our room wasn't ready until around 6 pm. Oops.

How did Disney handle their error? First, we got a $200 credit on our room tab. And then, there was a knock at the door and room service presented us with this beautiful (and delicious) 8" white chocolate Mickey and four tuxedo'd chocolate covered strawberries.

Do you suppose that right after we finally checked in, someone scrambled to figure out how to make things right with us? Of course not. Disney had a plan in place and all the cast member had to do was put it into action.

How about you — what's your white chocolate Mickey? Don't wait until after you've disappointed a customer to figure out how to apologize.

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Sometimes the toughest sell is inside

November 15, 2010

A huge number of brilliant marketing ideas never get exposed to the light of day. Why? It's usually not budget or audience apathy. It's internal fear.

Let's face it, there are a lot of frightened senior managers out there. Afraid to be different. Afraid to actually take a stand. Afraid to differentiate and potentially lose a sale. Afraid to make a bold decision.

Afraid of owning and celebrating their brand.

The result? A whole lot of sameness. Much like teenagers who would die rather than stand out, these decision makers block any attempts to do something unique enough to capture our attention or our hearts.

Which is why I loved listening to Ogilvy & Mather's Chairman Shelly Lazarus (at The Conference Board's Senior Marketing Executive Conference) tell the story of how Dove's True Beauty campaign got the green light.

Watch the spot (first released during the Super Bowl of all places!) and then I'll relate the story to you. (e-mail subscribers, click here to watch the spot)

Internally, the Dove marketing team knew this campaign had the potential to be so much more than a marketing campaign. It was about embracing and owning their brand. It was recognizing that they had the culture and the responsibility to address the issue of self esteem among girls. (Much like Dawn did during the oil spill)

But, they knew it would be a tough sell internally. They believed in their idea enough to take a risk. (Maybe that's the litmus test?)

They scheduled the meeting with their senior management to pitch the new TV spot (and the new direction for their brand) and then they did a sneaky thing. A few days before the big meeting, they grabbed a video camera and interviewed the daughters of the men who would later be sitting around the conference room table.

The spot you just watched actually contains some of the sentiments that those daughters uttered. Imagine sitting back, ready to critique a TV spot and seeing your 8-year old daughter say she hates her freckles or that she thinks she's fat. Suddenly you are a father and the issue of self esteem and body image among girls is very, very real. And very personal.

And the rest is history. The campaign has been brilliantly executed, Dove products have enjoyed a spike in sales and research/workshops like the Self-Esteem Report exist because of the Dove Self Esteem Fund.

All because someone had the courage to fight for an idea they believed in. Next time you grumble about a client or boss who squashed a good idea, ask yourself how much fight you put into the battle.

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Are you smart enough to know what they really want?

October 7, 2010

Sometimes I think we get in our own way. Our heads over think and we don't just trust our instincts.

Try this experiment.

Grab some paper and a pencil/pen. Without any editing and within one minute — jot down the three reasons people buy from you.

No censoring, no being politically correct, no company speak. Just trust your gut.

Once you're done, take a look at the list. Are those the benefits you talk about on your website, in your brochure and as you pitch a prospect?

I'm betting not. You have "marketing speak" in all those places. You aren't speaking from your customers' heart.

What would you say if you were truly speaking in their voice…about what actually matters to them?

(The photo is a high end restaurant in Chicago. I'm sure they have thick steaks, fresh flown in seafood and the best liquors and wines. But check out what they promote in their middle window.)

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What can Google teach us about marketing?

September 9, 2010

That's exactly the question that Aaron Goldman asked…and the answers he discovered turned into the book, aptly titled, Everything I Know About Marketing, I learned from Google.

Aaron put together a video specific to you — the Marketing Minute audience. (One of the lessons is about being very relevant to your audience and Aaron is walking his talk by speaking just to you….) You'll love the Marketing Minute rap he does at the end!

This book is an excellent read — smart, great examples and lots of applicable, customer-centric ideas.

If you want to peek into the pages a bit before buying, check out the book's website or you can grab the free e-book that gives you a very good taste. But don't be fooled by the smart content in the e-book. You're still going to want to read the whole book!

Grab the book here (affiliate link) and steal the best of Google's marketing ideas.

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Marketing tip #30: Let your business name do its job

August 28, 2010

I have a friend who is launching her own business. As she's wrestled with names for the company, she started out very pragmatic — her last name and a descriptive word that would tell prospects what she sells.

But she's not crazy about her last name and wanted something more creative. So every new round of names became more fanciful and more creative in terms of spelling etc. She was down to a final four — none of which included the original group. Her prospects are very B-to-B minded, mostly men and very white collar.

Here's a portion of the e-mail I sent back to her when she asked my opinion.

Here’s the thing. The company’s name isn’t about you or for you. It is a business tool. And it may well be one of the most important business tools you’ll ever create. So…when it comes to naming this new baby — it’s a tough message for me to deliver, but you need to get over yourself.

You literally need to get over yourself. Crawl over your own preferences and see beyond that. To the sea of people who are milling about who might be your customers. They don’t want cute or clever. They don’t want to have to think about what your company’s name means or what you do. They want, in an instant, to know who you are, what you sell and if they might want to buy some.

You do X. And Y. I know you do much more than that — but to your consumer — that’s what you do in a nutshell. And here’s the rub. They’re going to think about you for about 10 seconds….so all you can serve them is the nutshell. If they don’t get it or can’t figure it out or it feels too anything…they’ll walk away.

I know you want to be creative. And clever. But you save that energy for your clients. A business name in the B-to-B space is not the time for subtle or inside baseball language. Cut to the chase. Tell them what you do in no uncertain terms and without cutesy spelling (like Kwik for Quick).

If you want to be more creative in your logo and build in some subtle messaging — have at it. Or in your website’s copy or even in how you package your proposals. But your business name is foundational and should be steady, solid and clear. Even if you don’t like it.

How’s that for tough love?

What do you think? Good advice? Bad?

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Could your business be like an Apple Store?

August 3, 2010

Walk into any mall in the world and I'm willing to bet that the most crowded store will always be the Apple Store.

I snapped this photo a couple weeks ago. It was around 6 in the evening. But it doesn't matter. The Apple Store looks like this morning, noon and night.

I've visited Apple Stores all over the US and it's always the same story. Jam packed, people playing with iPads, iPods, iPhones…oh yeah, and their rockin' computers.

Who wouldn't want their customers to flock into their place of business and just want to hang out, trying new products, showing their friends and buying a ton of stuff. (over 3 million iPads sold in the first 80 days).

So…what can we learn from Apple and how can we apply it to our business?

Let them touch the stuff: The Apple Store is basically a huge demo room. You can check out any item, you aren't rushed away when you're updating your Facebook status or creating a new tune on Garage Band. They want you to get the feel of their wares.

Nothing sells like sampling. If I can try it and like it… I can pretty quickly convince myself I need it.

Don't hide behind the counter: Look at the picture. Do you see all the blue shirts? Those are Apple employess…ready to show you how something works, answer your questions or just brag on the product.

If you're sitting behind your desk, waiting for customers to come to you — get off your lazy rear and go to where the people are.

Think about my convenience, not yours: You don't stand in line to buy something in the Apple Store. The blue shirt who was answering your questions can also ring up your order. They have little scanner/credit card readers on their belt. Voila…they can print or e-mail you the receipt. Need a bag? No worries, there are bag dispensers underneath the tables throughout the store.

What are you doing because it's how everyone else in the industry does it that way? What if you looked at it from your customer's perspective. How could you re-design it with them in mind?

Don't hire someone because they're breathing: At the Apple Store, the employees LOVE what they sell. They're aren't clerks or sales people. They are zealots. And that's infectious and effective.

Hire zealots…and set them loose on your customers.

We all have the opportunity to create an Apple-like experience. The question is — will you?

Other than Apple, where have you seen these techniques be employed?

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Marketing tip #42: How to name a product

June 26, 2010

Over my career, I have worked with many companies and entrepreneurs to name their products, services and organizations. It's actually much more science than art — you need to have a very good understanding of what you are trying to communicate.

It's much more about tone than the actual words — that's the tough part to help clients understand. It's the feeling the name evokes — not so much the literal translation of each word.

Take the product above — Anti Monkey Butt Powder. Sure…they could have called it Chaff-B-Gone or something that was more clinical. But this company decided that part of its brand and its product was to have a little fun. They wanted it to pop off the shelf and for its packaging to be difficult to ignore.

I think they accomplished their goal. Now…why was this a good decision?

Their name:

Gives us an idea of how the product can help us
Takes into account the attitude of their core customers (bikers, people that work outside in the heat, extreme sports enthusiasts…and now they have added, new parents with their baby version)
Is memorable
Differentiates them from the competition
Gives us a sense of their corporate culture/attitude — what will they be like to do business with?
In today's world — you can find the right URL. (Hard to imagine that someone else hadn't scooped up www.AntiMonkeyButt.com already!)

Many business owners get hung up on the wrong thing when they're trying to name their company. It's not the specific words — it's the overall effect. If the folks at AMBP had worried about including the word "butt" in their name or debated if "anti" was a negative word….and they only wanted to create positive feelings — they would have ended up with a boring and forgettable name like Chafe-B-Gone.

But…they let the attitude, tone and message of the name carry their decision. They didn't over analyze or get too far into their own heads.

They trusted their culture and their brand. And created a very memorable name!

And if you're wondering if the Anti Monkey Butt Powder is just a gimmick — check out their testimonials. Pretty impressive.

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What’s your north star?

June 22, 2010

I heard this story several years ago…. and a discussion with a client yesterday reminded me of its importance.

A young sailor had been traveling for many days on the open ocean. He had the night watch so literally — for over two weeks, he saw nothing.

Finally, the vastness overwhelmed him and he asked his Captain, "how do you know where to head, when darkness is all around you?"

The wise Captain pointed his finger towards the sky and said “Fools watch the waves and make decisions according to ever-changing circumstances, but a wise captain charts his course by a star that does not move.

When your journey is long and the way before you is rough, never take your eyes off the North Star, son. Stay focused on the unwavering constant.”

We can twist ourselves into a knot if we react to everything our competitors do, or the ups and downs of the economy or any other outside factor that shifts and changes on a dime. Or, we can have a clear understanding of our business' purpose and mission. That's understanding your brand and living by it every day.

Are you making decisions based on where the waves toss you or have you charted your course according to your brand, your principals and your true north?

Photo courtesy of Shutterstock.com

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