Perpetuate Your Brand Through Content
One of the easiest and cost-effective ways to market your business online is through the publication and distribution of content. We’re talking blog posts, articles, reports, email content…and even audio recordings and video. Help people solve their problems, entertain them and you can win a loyal audience. Couple that with strong calls to action in your content and you can quickly grow your website visitors, subscriber list and sales.
Thousands of businesses use content marketing every single day…but most attempt to do so using so-so, generic content that does little to build true relationships and perpetuate their brand. Go the extra mile and you’ll distinguish yourself from the rest, create stronger connections with your readers and get far more results from your content marketing.
Here Are Some Tips to Perpetuating Your Brand with Content:
- Find Your Unique Voice: It doesn’t matter if you use a ghostwriter or work with multiple authors (like Vera does here at Small Business Branding), make sure all your contributors find that unique voice that makes them stand out from others. This can take time to establish, but writing in a natural way – imagining a one-on-one conversation with someone – can go a long way. Or put another way, “write the way you talk”.
- Send a Consistent Message: Have a strong opinion and make sure your content is consistent with that opinion. Sending a strong and consistent message goes a long way to gaining confidence in your company and what it stands for.
- Mention Your Resources & Products: As you write, always make sure to mention your relevant services and products. As you provide AWESOME information to your prospect, make sure they are aware of where they can get further information and help.
- Use Bylines: Include biographical information at the end of your articles, but be strategic. How many cats you own and your bottle cap collection may be interesting to some, but a byline that focuses on your reader (i.e. what your company does and how it can help your reader) will go much further.
- Brand Reports & White Papers with Your Logo: If you’re publishing reports or white papers, ensure the PDF file includes your logo or go the extra mile and have an ecover created that illustrates your visual brand.
Anyone can create informational content, but you can go even further. Keep your brand and the tips above in mind and you’ll be miles ahead of many of your competitors.
10 Things I Hate About Branding
ONE:
Frankly it takes a lot of work to stay on top of my brand. If only I could just push a button like the Staples “Easy Button” ( which I have on my desk). I hate that I can’t!
TWO:
I hate having to remind businesses that their brand is more than their logo. I have every design shop and ad specialty shop to blame for the mis-information I guess. (I could be painting with big a brush too)
THREE:
I hate companies who don’t realize that branding is a top down initiative. Without the captain on board, who’s piloting the brand?
FOUR:
Just too many great books to read. I’m stuck on historical fiction right now and so slipping in books on branding is a tight fit – I hate that.
FIVE:
I hate those who confuse their brand message with their slogan. There is a difference. I guess since they are both important, I should be happy that they have anything.
SIX:
I hate followers. Why do some businesses still feel they must follow the leader in their category? A commenter to one of my articles recently lamented their displeasure at businesses who copy the leader’s image almost to the letter. Sheesh!
SEVEN:
I also hate people online who make the simple complicated in an attempt to screw a few dollars out of your pocket, only to reveal the obvious. If you see something online you want to get into, email the author – I’m sure they’ll help you.
EIGHT:
I love it when someone says, “Hey, you’re the branding guy!” I hate that it took so long.
NINE:
Sometimes I hate that consistency is worth so much to your brand. I get the itch like many of us to change things up a bit. BUT, my better judgement knows that that would diminish what I have achieved so far.
TEN:
Sometimes I hate focus groups when judging brand image. By their nature they look to criticize regardless if it is even necessary. Sometimes you just have to go with your gut. Was your brand built on consensus or instinct?
Thanks for letting me vent a small bit, I hate keeping it bottled up inside.
How To Make Face Time Work For You
Technology has changed the face of business in spectacular ways. It has enabled businesses to embrace a greater community, it has increased productivity, and simplified communication. There are so many positives that they would be hard to name here in this post. There is one aspect of technology that I find sad, and that is how it has made us lazy regarding personal contact or “face time” with customers and prospects. Email makes it so easy and efficient. But, you know what they say, “out of sight, out of mind.” In business this situation can be the kiss of death. If your entire relationship is email and text based, there is virtually no relationship.
Long distance customers take on a different dynamic, but customers within a few hours drive are worth having face time with. Companies like the investment company Edward Jones, does not allow it’s advisors to use email with their customers. They do allow personal, voice and snail mail contact only. This effort is rewarded repeatedly. Here are some other things that I do to make “face time” work for me:
Coffee chat: When a person contacts me to see how we might work together, I typically suggest we meet over coffee. This way I can size them up better and try to understand their motivation. I’ve struck up some terrific business relationships this way.
Networking meet-ups: You can use these events to spruce up your sales skills and put a face to a name. It gives you a chance to help someone on the spot.
In-person presentations: I like to present proposals in person. This shows that I want their business enough to get off my butt and shake some hands. I don’t want our relationship to be entirely virtual. Show you’re a real business.
Ignore email: Purposely visit customers. Showing up to chat WILL get you more business. I can’t tell you how many times I’ve taken something in personally that I could have just as easily emailed only to get other projects given to me on my way out the door. Seeing you reminds them of other ways that you can help.
“I’m in the area” opportunities: Sometimes, when “I’m in the area” I call to see whether I can pop in to say howdie. These friendly requests always brings a smile and some great conversation.
New service meetings: Recently, I emailed a number of old files and offered to bring them a coffee and discuss what I’m offering these days that might be of help to them. I hand a hand full take me up on it, and this effort resurrected some old business.
The point here is not to rely on convenience to grow your business. It’s not about you – it’s about them.
Start A business For Beer Money!
Many of my peers in business are looking for ways to increase their opportunities and help others in the process. One of my fellow charter members of MOOB, (Mind Our Own Business), Marcia Hoeck has put together a telesummit featuring a dozen high profile speakers on being your own boss, throwing up that shingle and giving it a go. The fantastic thing is that they’re not charging a few thousand or even a few hundred dollars for this series of a dozen interviews. The fee is only 37 bucks USD ( a few cases of beer – at least here in Canada). They are also donating a portion to KIVA to help fund small business in developing countries.
Marcia herself has had year over year success for the last 25 years. She is engaging and a great friend. I’ve already signed up. I’ve been in business for at least as long as Marcia, and I learn new stuff all the time. The “Corporate Entrepreneurs Unplugged Teleseminar” – Check it out.
Once you’ve read the splash page, come back and tell me what you think? Marcia would love the feed-back.
Facts Tell but Stories Sell!!–Tell Me A Story
Our culture loves a good story. Stories are how information, principles, traditions, historical events have been passed down for generations. Oprah has built a billion dollar mega corporation simply by telling ’stories’ of the human kind. Ronald Reagan, considered by many to be one of the greatest politicians was a master story teller. The unconscious mind seems to work more with patterns that details, so stories and metaphors can be very useful to communicate ideas to the unconscious mind. When it comes to selling or print material the same holds true.
Whether you are creating a short ‘pitch presentation’ or creating a sales letter-story telling is a must. When using stories or metaphors to illustrate points it by-passes the mind’s linear thinking or critical factor and gets the mind to focus like a laser on the idea. People automatically put themselves in a story, that is why we laugh, and cry when watching a really good movie.
If you are trying to sell a prospective client or create some marketing collateral be sure to include stories and metaphors.
For example, an advertising account executive used a story to win his client’s cooperation before landing a big account. He told about wanting a tree house more than anything else for his 10th birthday. His father was less than convinced that a tree house was a good idea. Consequently, he asked his son a half-dozen times if he was sure he wanted a tree house. Each time the boy would more confidently reply, “I’m sure.” Then on his birthday he asked, “Daddy, where’s my tree house?” His father took him into the back yard where the boy expected to see a gigantic tree house. But all he saw was a pile of wood, some nails and a hammer. His father then pointed to all those things and said, “Son, if you really want a tree house then let’s build one together.” The prospect got it…if we want to build something great then each of us is going to have to do their part.
Use ‘Testimonial Stories’
Testimonials are stories- the success stories of your clients. They cut through all the marketing clutter like no other!! Testimonial stories elicit emotion and identification from your potential prospects. The think ‘hey if it works for him/her, it will work for me too (because I am just like them).And when you tell a story on your website, in an article, or even in an ad, you are letting people know that, “this product, service, or business opportunity worked for other real live people, so it could work for you, too!”
Ronald Tobias, in his popular and practical book, 20 Master Plots, and how to build them, describes 20 common story plots and gives lots of detail on how to construct complete stories around them.
Twist these plots in your headlines, ad copy, sales letter or websites.
The 20 Plots
1. Quest
The hero searches for something, someone, or somewhere.
2. Adventure
The main character or protagonist goes on an adventure, much like a quest, but with less of a focus on the end goal or the personal development.
3. Pursuit
The main focus is on chase, with one person chasing another. The person being pursued may be backed into a corner and somehow escapes, so that the pursuit can continue. Depending on the story, the pursued person may be caught or may escape.
4. Rescue
In the rescue, somebody is captured, who must be released by the hero or heroic party. A triangle may form between the protagonist, the antagonist and the victim. There may be a grand duel between the protagonist and antagonist, after which the victim is freed.
5. Escape
In a kind of reversal of the rescue, a person must escape, perhaps with little help from others. In this, there may well be elements of capture and unjust imprisonment. There may also be a pursuit after the escape.
6. Revenge
In the revenge plot, a wronged person seeks retribution against the person or organization which has betrayed or otherwise harmed them or loved ones, physically or emotionally. This plot depends on moral outrage for gaining sympathy from the audience.
7. The Riddle
The riddle plot entertains the audience and challenges them to find the solution before the hero, who steadily and carefully uncovers clues and hence the final solution. The story may also be spiced up with terrible consequences if the riddle is not solved in time.
8. Rivalry
In rivalry, two people or groups are set as competitors that may be good hearted or as bitter enemies. Rivals often face a zero-sum game, in which there can only be one winner, for example where they compete for a scarce resource or the heart of a single other person.
9. Underdog
The underdog plot is similar to rivalry, but where one person (usually the hero) has less advantage and might normally be expected to lose. The underdog usually wins through greater tenacity and determination (and perhaps with the help of friendly others).
10. Temptation
In the temptation plot, a person is tempted by something that, if taken, would somehow diminish them, often morally. Their battle is thus internal, fighting against their inner voices which tell them to succumb.
11. Metamorphosis
The protagonist is physically transformed, perhaps into beast or perhaps into some spiritual or alien form. The story may then continue with the changed person struggling to be released or to use their new form for some particular purpose. Eventually, the hero is released, perhaps through some great act of love.
12. Transformation
The transformation plot leads to change of a person in some way, often driven by unexpected circumstance or event. After setbacks, the person learns and usually becomes something better.
13. Maturation
The maturation plot is a special form of transformation, in which a person grows up. The veils of younger times are lost as they learn and grow. Thus the rudderless youth finds meaning or perhaps an older person re-finds their purpose.
14. Love
The love story is a perennial tale of lovers finding one another, perhaps through a background of danger and woe. Along the way, they become separated in some way, but eventually come together in a final joyous reunion.
15. Forbidden Love
The story of forbidden love happens when lovers are breaking some social rules, such as in an adulterous relationship or worse. The story may thus turn around their inner conflicts and the effects of others discovering their tryst.
16. Sacrifice
In sacrifice, the nobler elements of the human sprit are extolled as someone gives much more than most people would give. The person may not start with the intent of personal sacrifice and may thus be an unintentional hero, thus emphasizing the heroic nature of the choice and act.
17. Discovery
The discovery plot is strongly focused on the character of the hero who discovers something great or terrible and hence must make a difficult choice. The importance of the discovery might not be known at first and the process of revelation be important to the story.
18. Wretched Excess
In stories of wretched excess, the protagonist goes beyond normally accepted behavior as the world looks on, horrified, perhaps in realization that ‘there before the grace of God go I’ and that the veneer of civilization is indeed thin.
19. Ascension
In the ascension plot, the protagonist starts in the virtual gutter, as a sinner of some kind. The plot then shows their ascension to becoming a better person, often in response to stress that would defeat a normal person. Thus they achieve deserved heroic status.
20. Descension
In the opposite to ascension, a person of initially high standing descends to the gutter and moral turpitude, perhaps sympathetically as they are unable to handle stress and perhaps just giving in to baser vices.
People don’t remember statistics, but they have a special storage compartment in their brains for stories. Stories are an innate part of human beings. As long as there are people, there will be stories.
How to Get Smart Going Mobile!
For the past several months I’ve been intrigued by the concept of mobile advertising. I wanted to know how 
it worked and why would anyone call up an ad? I immediately bought the domain “www.thebrandingexperts” (view this on a Blackberry). The way I look at it is, mobile media is another great avenue to deliver your quality content. I picture my audience sitting in airports, hotel rooms etc. reading information delivered to their Blackberrys from The Branding Experts. My first offering is my current FREE newsletter, “Useful Information #53.” One of the nice things about mobile promotion is that you can have email links as well as phone links. Immediate contact, without looking up a number. Think about the convenience – you can send your clients to a department menu with direct phone links to relevant officers. You can link to other great mobile tools appearing with regularity as this medium discovers itself.
The beauty of mobile design is that there is no zooming to see a web page as the site is designed specifically to be viewed on your smart phone. Picture this: Up comes your brand image followed by a menu. Clicking on any of the topics brings up that story. The text is a perfect size for reading. You just scroll through the content. Hyper-links are spread through out, similar to computer based websites. It couldn’t be any simpler. Tie in audio and video and you can find yourself delivering some pretty potent content.
From a design perspective, it is still relatively rudementary. It reminds me of the beginnings of the commercial web, when we were all designing to Mosaic. There are no standards yet, so you essentially have to pick your mobile device of choice. I went with the #1 business smart phone – Blackberry. From my view point – any media that puts my brand message directly in the hands of a prospective customer is a great thing that I want to take advantage of. Drop me a line if your interested in some assistance in building your mobile presence.
It’s pretty powerful.mobi!
Your Audience Deserves Your Very Best.
My wife and I were out with friends recently and talk of my recent art exhibit came up. I paint in watercolor, and I held a studio Christmas show. (www.EdRoachWatercolors.com) My friends and my wife all thought I had blown an opportunity to sell a certain painting to a guest. They remarked how the guest remarked how they had liked the painting and how “I talked them out of it”. I “missed a sale,” they said.
Here’s what happend:
The painting was part of a stack of work I keep under my work table. I consider these junk. I keep them to remind myself of my progress. They are not meant for sale. The person in question spotted this pile and asked to see them. I obliged. There was one in particular she admired and said she’d like to buy it. Here’s where the source criticism comes into play. I proceeded to explain why the painting was not good enough to sell. I had painted another cat, and the effect was striking, as you see in the photo here. The painting was soft and somewhat menacing. This second one was too harsh. It did not have the sophistication of it’s sister painting. For this reason, I deemed it not worthy. It didn’t put out the feeling I was looking for. I felt it valuable that the guest understand that my vision for this painting was important and that it was especially critical that only my best work be out there. I don’t want my brand to be tainted “for the sale”. My friends were aghast that I would talk the guest out of a sale – after all it was an art show. They offered to attend the next show and help me sell. I’m afraid they might sell my drawing board if someone made an offer:)
I believe you must have standards. When I discuss my art, and my branding business, I try my best to educate. Explaining what to look for. I don’t want my audience to be taken in by mere flash, it is important to appreciate what makes something great and what does not.
I suppose the cat on it’s own my be OK, but it did not fulfill the criteria of my vision. My goal is to create a series of cats, with much the same expression and style. I mostly paint landscape but I keep my hands in every subject so that I will grow across all. When a painting or branding project “works”, it is a great source of pride. It is very fulfilling for the artist and patron. Both “get it.”
Be sure not to prostitute your services just to make a buck, or your brand will stand for nothing.
