About Ed Roach

For more than 30 years, I have worked with hundreds of successful small businesses by helping them develop unique brand positioning strategies that differentiates them from their competition. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. I consult predominantly with businesses facilitating my proprietary branding process. This branding process effectively focuses a company's brand delivering a positioning strategy that can be taken to their marketplace.

I have international speaking experience and am the author of "101 Branding Tips," Practical advice for your brand that you can use today. I'm also a "expert panellist" with Bob Proctor (from The Secret)'s Matrixx Events in Toronto.

I have been interviewed in all media and I also blog extensively and uses the digital realm on the web to connect and promote my services world-wide.

I have international speaking experience including a recent event in Prague, in the Czech Republic and is the author of "101 Branding Tips," Practical advice for your brand that you can use today, the book is available on Amazon.com and the Amazon Kindle store.

My clients are from Canada, The United States, Ukraine, India, United Arab Emirates and Tanzania.

I recently facilitated a workshop in San Diego aimed at teaching Graphic Design companies how to build brands for their customers.

Here are my most recent posts

The World Of Brand Awareness has Changed – Sort Of.

There was a time when you started a business and the first thing you did after putting up the shingle was to start building brand awareness. The first order of the day was to find a location. If it was a business that met with consumers you chose a location that was convenient for them to visit you. If you had a services business you like chose a location that was prestigious and would immediately impress those who crossed your threshold.

Next order of the day was to decorate. If your budget for decorating was several hundred or several thousand it was all to make you look competent and professional.

Brand Megaphone Advertising Product Awareness Build LoyaltyThe on of course came your logo and marketing materials that you would distribute manually and using direct mail. You’d hire a professional graphic designer to help your brand image look like the large players in your category. It was key that a prospective customer have the right gut reaction when they first came into your circle. Brand image was recognized as essential for business success.

Then came along the “advertising budget.” How much were you willing to spend to build awareness of your new business? The marketing plan. Who are these people who will make your business a success? How do you reach them? What will it cost? I used to look at it from an individual cost perspective. I’d ask the question – “How much are you willing to give someone so that they become aware of you? Are you willing to give them a dollar, 50¢ or 5¢?” This was of course determined by the budget. If you had an audience of 10,000 people and a budget of $20,000 then you’d expect to pay 50¢ each and so on. How you spent that 50¢ was key. Was that 50¢ a one-time thing or would it have to spent over 6 months or more. No matter the size of the business it was an expensive process. But done well and by those who were well seasoned in the exercise, it could prove very effective over time. Brand awareness was and still is a long term strategy.

THEN, every small business played that game. Some were great at it and some sucked. It made brands and killed brands but the common denominator was brands had to spend money building awareness or fade away and their dreams with it.

TODAY, every business can play on the same playing field to some extent. Thanks to the web, businesses can build brand awareness for free. They can join other players on dozens of social media channels and build incredible opportunities. Free is a relative term on the web though . Free as far as parting with coin but not free in dedicating time. To run socially takes an enormous amount of time and coordination. Many businesses are dedicating their whole existence to web-based promotional efforts. And, of course they can also engage the services of seasoned pros who can help assist them at their web efforts and achieve goals in a quicker time-frame.

What astonishes me and influenced this post, are the businesses who in the face of free choose to do absolutely nothing about building brand awareness. Nothing. Then when nothing happens, they blame the economy, their customers (or lack there of) – never the fact that their frugality and lack of confidence is killing them. They continue to dream of course – that’s really all they have. You see them all around you.

Go to any live networking event – they’re the ones swimming the room, politely smiling but have nothing to add to conversations. They view networking as showing up and trolling the attendees and desiring new bodies each time they go – failing to understand that when all the same people keep attending the better it is to build relationships that will extend to referring you to their networks. Most of these events are free or close to it. They only want to do business with those attending. BIG brand awareness mistake – short sightedness.

To make brand awareness really work for you, you have to have a dynamic on AND offline exposure. They need to compliment each other. Together they are like a 1-2 punch. You have to be flexible enough to see opportunities and be willing to engage them. Don’t base your planning on what’s free or not. If you won’t invest in yourself why should you expect your customers to? As a friend of mine says, “If clients witness a lack of confidence they couple that with a lack of competence.”

Oh, so true.

How Branding Debt Ratios are Determining Factors in Your Brand’s Success!

Over many years a business’s brand accumulates dreaded branding debt. The more branding debt accrued the bigger the challenge to come out from

The Branding experts, Branding Debt

The Branding experts, Branding Debt

under it’s weight and move your brand forward. The more branding debt you own the harder it is to differentiate yourself and grow your marketshare. If you haven’t figured it out yet, “Branding debt” is real and it’s damaging your company from the inside AND out. Branding debt is all the negative things that is dragging your company down.

Branding debt can include but is not limited to:

•Image inconsistencies.
How many times have you seen one sign on the building, another different one on a sign or vehicles, and yet another different logo on the web and stationery. An inconsistent identity confuses your customers. Sometimes it looks like entirely different companies.

•You’ve been reduced to a commodity.

You’ve aligned yourself so close to the sales leader in your category, you’ve reduced your brand to commodity – selling on price.

•Internal communications lacking.
You’ve allowed your staff to keep abreast of company news through the rumour mill. They hear directly from management so little, they’ve lost trust it what they say.

•Corporate culture.

The cultural well is poisoned. Staff are disenchanted with company direction and are hungry for solid leadership.

• You’re a follower brand.
Your brand follows at the heels of the competition falsely believing that if it’s good enough for them, who are you to change up things.

• Failure to engage the competition.

Your brand is lacking the confidence to stand for something, being content with the mediocre.

•What is your brand?

Failing to define your own brand and exploiting it’s uniqueness.

• False differentiation.
Failing to see the true differentiator, excepting that it is the low hanging fruit such as employees.

•Using a crutch.
Looking at a re-brand as changing the logo and slogan. Lipstick on a pig. These changes do nothing for the fundamental branding debt you are carrying.

•Paying down branding interest and hoping the branding debt principal will take care of itself.

This is a wish and a prayer. Succumbing to this strategy will send confusing messages to your stake holders.

•Lack of Confidence.
How many entrepreneurs don’t see themselves as the experts they are. They fail to center attention on their achievements and benefit from the attention.

•Discrepancies in brand values.
Not living up to your brand values or even compromising them adds to your branding debt.

Just like financial debt, branding debt is a liability. Knowing how much branding debt your company can withstand, will help you to determine what resources are needed to put your brand in a healthier position. Your branding debt ratio allows you to compare your debt to your branding assists. What items are contributing to the success of your brand and how much debt is holding it back. A brands goodwill is defined by its branding debt. Through proper analysis a bread with 10 brand assets and 4 brand liabilities could be said to have a branding debt ratio of 40%. This important ratio is the benchmark or limit that will allow your brand to thrive or suffer. The strength of your brand will best determine if a high ratio is sustainable or not. The stronger the brand the higher the branding debt ratio it can withstand. If the brand is weaker a lower branding debt ratio is all it could support. If the weaker brand has a high branding debt ratio then it is much harder to sustain negative market conditions and that results is a loss of market share. Branding debt ratios are common sense. The more things your brand is doing wrong directy infringes on its ability to succeed. More assets than debts means the brand could withstand some devastating blows that a weaker brand would succumb to. Like financial debt, branding debt is best when there is very little of it.

5 Things That Determine Your RETURN On Investment?

When companies of any size spend money they expect (or at least) hope to get a rerun on that investment. It’s not too much to ask. Of course the trick is to determine “what” will bring in the greatest return. You have to be honest with yourself and recognize that that return isn’t always about the money. We know the end game is money but the road to getting there – the motivator, is often times something entirely different. It’s usually some event that motivates brands to take a hard look at themselves and determine whether or not a brand needs an over-haul.
ROI?
Five influencing facts might be:

ONE: Low hanging fruit – let’s say it is the money.
They want more of it. They want to increase the brand’s market share. A tell-tale sign is that sales are flat and the sales staff have hit a wall. This happens when brands follow perceived industry leaders and the sales staff are having the same conversations with their clients that their competition is. They have no differentiator. Sales needs a reason to sell, to draw their customer base to them. This attraction would be their ROI

TWO: Succession.
What becomes of a brand when the leadership decides to retire or there is a death? They chose to re-brand to make sure the brand is seen in it’s most desirable light. This makes it to be more desirable to a buyer. It doesn’t matter whether this new owner is from inside or outside of the company. Desireabiility is the ROI here.

THREE: Buy-out.
If someone approaches them to sell – the decision makers choose to re-brand so that they are ready to sell if that sale becomes an actuality. They want to be perceived as powerful. Perception is the ROI is this case.

FOUR: Culture.
This comes up if the staff are not so motivated anymore. Internal communications are lacking and the general atmosphere needs an energy pill. Each company’s culture is unique and affects the mechanics of the brand – it works in unison. That energy would be their desired ROI.

FIVE: A negative Event
Maybe the brand was recently part of a scandal, the stock nose-dived or some other catastrophic event. The leadership wants the brand to regain it’s power position. If the brand is powerful, it is able to withstand these overwhelming events. The ROI hoped for here is power in the comeback.

There are whole number of reasons why you and many other companies like you might desire a closer look at their branding. These reasons each carry with them an expectation for ROI. Addressing them is the sign of a very pro-active brand. One that refuse to accept the mediocre and strives to be the best in their category.

Get Real! Brand Authenticity and You.

Today’s marketplace is a great place for brands and their advocates to exist. Traditionally, prior to the web, all a brand could do was to make their consumers “aware” of their brand was using advertising channels such as bill boards, transit, radio, TV and public relations. Once a consumer got wind of the brand that interested them, they would have to physically visit the bricks and mortar location for more information. Or they could look in their mail boxes for flyers, or their daily newspapers for inserts and printed ads etc. The entire buying cycle was initiated by the brand and reacted to by the buyer. Very straight forward and not very deep.

Get Real- Brand Authenticity and You-012815

In today’s marketplace the consumer has a limitless access to the brand’s environment. Brand’s can more easily form strong relationships with their customers. Some would say today’s digital environment makes loyalty tougher. I believe it to be easier, so long as you’re willing to engage customers with a genuine brand experience. If the brand chooses to try and manipulate the experience based on an unrealistic expectation, they will more likely be viewed as not being authentic. That authenticity is a hallmark of proper branding.

But if your brand strives to provide an authentic persona, it’s a great platform to engage customers. You’re able to feed them your expertise on many levels. This acceptance allows you the potential to charge more for your services. If you’re a services based brand this open environment allows you to properly exhibit your expertise and this draws customers to you. Your are perceived as the expert your brand touts you to be.

The bottom line is to embrace the opportunities the digital world is serving up. You make think that there’s no space for you to play or that it’s over your head. Toss those barriers aside and embrace the web. You will be shocked with the results of your efforts over time.

Now’s the Time to Step-up your Game – AGAIN!

9673439_s2015 is the year that you’re going to do things a little differently. The time is right to step up your game. Without gazing at the past too much, recognize that that was how you used to conduct business. That’s when all you’re best strategies delivered on making your brand better, more memorable amidst your stakeholders. Give yourself a well deserved pat on the back.

That said, the fastest way to step-up your game is to change-up your game. Start doing business differently that anyone in your industry. Break the norms, shake the bushes and start acting in a way that has the competition questioning your sanity. “Bob’s finally lost it.” they’ll say. “Where’s he coming from” they’ll add. Those are comments aimed at a person who keeps ‘em guessing. These are brands who are following not leading. They spend more time watching the other guy’s butt to the point they have to keep putting the brakes on for fear of (I think you’ve got the picture).

There’s one strategy that will absolutely change the game once again for your brand and that is positioning your brand. I would hazard to guess that well over 90% of companies have never effectively positioned their brands or even considered it. They’ve certainly applied pretty catchy slogans but they’ve never given positioning a second’s thought. Many, if not most think the slogan IS their positioning. A slogan inspires the brand culture while positioning makes your brand the only choice. It absolutely resonates in the mind of your stakeholders. Jack Trout and Al Ries call it, “the battle for your mind.” The perception of your brand in mind of your stakeholders is your positioning whether you enjoy it or not. This perception is key to making 2015 your best year to date.

You see it all around you all time – more of the same. I often wonder why businesses just carry on all the same practices without any strategy in place to help them leap ahead of everyone else. Great brands sometimes get there in spite of themselves, others use strategy to their benefit. We all know there’s no magic answer – there is only effort and a willingness to change-up how your do things. Not only does it keep the competition ay bay, but it also reinvigorates your entire brand culture. Brands people like to talk about are inspiring by just how different they really are. These are the brands who walk the talk. You see, hear and read about them in the media and social channels. These are the brands that are well known within their communities. They are known and spoke about. They are judged favorably and are the ones who seem to bounce back fastest from brand foibles. But don’t kid yourself, these brands are there through shear effort. They keep their eyes on the ball and watch for any opportunity to step-it-up.

What can you do for your brand this year. Make it something that gives the competition the cold sweats. Help them out with a case of Ban Rollon.

Why Are You Afraid Of Me?

I’m seeing more and more of this -especially on tech sites. On the contact us page all they offer you is a form so that they can qualify you. What I don’t see is anything about where they are located, what they’re phone number is etc. For me, I want to know where you’re from. No particular reason -I just like to know. Sometimes you’re near other companies I know.

It concerns me that you don’t want to divulge that information. God forbid I actually call before you vet me. Already I can see that dealing with these hidden companies shows that they are all about their convenience not yours.

It is a pet peeve of mine, but I think it speaks to authenticity in a brand. I would bet that one of their brand values is service. They understand the word, not the effort that goes in to making service part of their corporate culture. If I was to somehow find their phone number what do you think the chances are you’d find a live body answering it?

Great service is not convenient it’s expected. Every little thing you do to diminish service is one step walking away from you. There are manufacturing companies in my region who have replaced live contact at the front door with a telephone and a directory. How’s a new customer to feel when they are forced to sit in a cold little seat searching a tacky directory to hale their contact to recover them from the vestibule?

Both of these examples are from the front end of the business. Both initial contact points. Sometimes saving a few dollars or being closed to connecting personally are small ideas that can cost you a huge amount of money in the long run.

Or it could just be me. I’m guessing a lot of professionals resent these tactics. Are you willing to bet
your brand on it?

Hey! Did You Know That The CEO Of That Mega-Brand Was Born Here?

How many times have you heard that one or similar stories to it? Such and such a rock star, movie actress or mega-mind was born here, they attended university or did their internship here. As if to say being from here had a role in that success. The real truth is every community across our fair planet has their share of rock stars. What all these individuals have in common is not so much that they’re from here but that they looked outside of here to realize their dreams and goals.

Most home-town business people and other talents and skill sets for that matter build their futures close to where they were born. Local stars and celebrities. And there’s nothing wrong with this. Nothing at all, but what is worth noting is those “star” individuals that dream beyond their noses. They are the ones with global aspirations. The local tool shop with global locations to supply a world market, local fitness clubs that franchise and branch out across the country and consultants who market globally to share their expertise. These are the people who recognize opportunities in risk by looking to unfamiliar territories and seeking to engage and profit from them.

Municipal brands (I think) are missing out on a great opportunity, one that is right under their collective noses. Most of them (that I watch) spend a great deal of resources and energy drawing the brilliant minds inward rather than retaining what they already have here. There is very little effort and resources encouraging home grown businesses to stay put and headquarter their resources at home. Our towns and cities try very hard to lure business and industry to them. They use corporate welfare to entice them, while putting the burden back on what businesses choose to stay at home. The sad fact is most “stars” recognize early on that their best opportunity lies away. In many cases taking valuable jobs with them.

Distant opportunities slowly suck the life out of many business communities who fail to witness the growing talents at home and do nothing to encourage their success until it’s too late. These true entrepreneurs are our youngest and brightest minds. As they leave the void is filled with businesses who are afraid to look globally, They prefer to follow rather than lead. They do not look to distant horizons but prefer to be big fish in small ponds.

The best this scenario can produce is events that bring these stars in life back to do a keynote and have all the local leaders anguish over what could have been. It’s time they stopped gushing, and started to adopting long-term strategies that not only encourage outside investment but inside as well.