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August 3, 2012 by

Brand Bump Ahead!

If all you have to do to succeed was to provide a valuable to service to a waiting appreciative audience, it would indeed be a perfect world. But from the moment we walk into our offices in the morning the real world kicks in and provides yesterdays unseen challenges today. If only we had a crystal ball, we’d all be a little smarter. What I hope you will find useful are signs to watch for that your brand has challenges up ahead and that perhaps now is the time to strategize ways of pre-empting what I call:

“Brand Bumps in the Road Ahead”.

Bump #1
You’ve begun noticing from that customers are mistaking your business for a competitor.

Strategic fix: You are not differentiated enough, meaning your brand message offers no compelling story that sets you apart.

Bump#2
More and more every piece of business is won or lost solely on price.

Strategic fix: Your customer has no relationship with you. You have become a commodity in their eyes. Maybe sales are relying on email too much and should get more face time with your customer.

Bump #3
Bumps 1 and 2 have you a little rattled – your first thought is to up-date the brand logo.

Strategic fix: You are missing the point and shooting from the hip. The problem is not the logo, your brand has lost it’s heading. It is high time you had a good hard look at just what you stand for to your customers. Survey them to identify what will probably be obvious problems.

Bump #3
Staff seem unmotivated. They have lost the fire in their bellies.

Strategic fix: They reflect a symptom of your leadership. You’ve no doubt lost a bit of shine and they’re attitude is a symptom of this. They look to you as the visionary. Any negativity has a direct effect on their understanding of what is expecting. It is time for an attitude up-grading – it’s time to raise the bar.

Bump #4
You can’t seem to attract the best people anymore.

Strategic fix: What has changed in your market is that your brand perception has taken a hit. In the mind of your community, your company is not seen as an opportunity or challenge. Your company is probably following not leading.

Bump #5
At business functions you are hard-pressed to give a quick description of exactly what your company does. You more or less tell them you are a provider of many and a master of none.

Strategic fix: Focus on what the company does exceptional well at that NOBODY else in your category does. This is your door opener. A differentiator.

Bump #6
You are at a company function and staff are wearing branded clothing. It hits you that there is no consistent color scheme.

Strategic fix: Consistency in brand image breeds awareness. Your brand image has be bastardized over the years. Have one person in the company be responsible for the brand image strategy. All color decisions must be approved by them to be sure the only the correct colors are used. Color is a powerful emotional icon.

Bump #7
There are trade shows coming that have traditionally gotten you important leads. Your attitude is to hurry up and get materials in place to bring and it is a grueling experience.

Strategic fix: It is grueling because you are not excited by your offering. Your message (I’d put a dollar on this) is the same old message you’ve always used. You have no differentiator, the booth staff will be unmotivated (sound familiar) and it will show big time on the show floor. The displays just shows pretty pictures of product, no humanity what so ever. Trade shows are theater. Time to put on a show.

Bump #8
In your trade magazines and community newspaper, the competition is quoted more than you.

Strategic fix: Your brand is not seen as the leader EVEN if you are the larger company. Time to develop a public relations initiative for a regular release of good news and information about your company. Maybe launch a blog to build on your expert profile. Reporters regularly look to blogs to develop stories. This has happened to me, and a number of my peers.

Bump #9
National competition is moving into the neighborhood. It is keeping you awake at night.

Strategic fix: I will bet that your marketing materials are either done in-house, done for free by the publication or by a son or daughter of. The public trusts professionalism. You must hire professionals to put the shine back on your brand image. Nothing brings success than the look of success. Nobody eats at a restaurant that has no cars out front. Nobody does business with the loser.

Bump #10
You find yourself looking for ideas to find that magic solution. Only your heart rate is going faster than your desire for that quick fix.

Strategic fix: It took years to get into this position, it will take time to fix. Give yourself a deserving pat on the back for the fact that you have at least begun your journey to smooth out the bumps in your road. Nothing is so broken it can’t be fixed. Get a group of stakeholders together, call them your road crew if you like.

It’s time to re-surface your brand! Do it today.

File under: Branding, Business, How To, Marketing, News
July 22, 2012 by

Don’t Copy Your Competitor.

copy cat brandThis afternoon I passed no fewer than 4 trucking company vehicles all sporting corporate logos that had a swish icon. They were either horizonal or vertical, red or blue. I’m sure if we check back with each of these companies, none of the images existed before Nike and their swoosh became synonymous. I imagine none of these companies realize that being a follower does nothing to strengthen their brands but rather strengthens the leader because of the similarities of image.

A lot of business people think wrongly that if they use a swoosh in their logos they will be on their way to fame and fortune. Let’s face it, Nike has worked very hard since it’s beginning to develop a brand that builds a strong active relationship with it’s customers. Their icon could have been a box – it is the association in the customers mind that is important. As Nike grew, it’s icon came to represent it. Much as Target and Apple are doing. Because of the reputation Nike has built, the association with the swoosh icon is strong and has cache because of it. Not the other way around.

Develop your brands to “Lead not follow.™” Differentiation is the goal, with it come the rewards.

File under: Blogs & Blogging, Branding, Business, How To, Marketing, Media, News
May 4, 2011 by

Show Us How You Built Your Brand

Between the multiple expert authors, we have written a lot about ways to help you brand your business. Lately, I’ve developed a keen awareness that our readers (that’s you), also have some interesting stories to share in your branding journey.

We would love to hear your story. How did you arrive where you are? Did you have to do a painful 180 and re-brand your business? This is a wonderful chance for us (and other readers) to learn from your real life experience. You never know how you can influence someone else and ignite a flame to get them going in the right direction. Are you game?

Here’s what you do. Check out our submission guidelines. If all that’s written there agrees with you, go ahead and submit your story to our help desk. We will then work with you to turn them into a post we can proudly publish. We really look forward to read your submission and hope to develop a healthy exchange of ideas here at Small Business Branding.

Go ahead! Show us how you did it.

Photo by furiousgeorge81

File under: Blog, News
June 15, 2010 by

Some New & Good Changes for Small Business Branding

There’s some pretty neat changes happening around here and I’m very excited about this decision. You see I’ve been wanting to pursue a road in life that is helping more people than just myself, and thankfully I’m now able to do this.

This is a bittersweet post.

Small Business Branding (SBB) has been a part of my life and my passion for a while now. I’ve ‘fallen in love’ with this community so making the decision to sell it wasn’t easy.

If you’ve known me for long you probably know that I’ve been a small business owner since back in 1996 when I owned and operated 5 retail stores. I made a huge decision to sell those retail stores so that I could create a life I wanted and so that I would have the freedom to spend more time with my husband and three kids.

I believe that there’s a time and a season for everything in our life. I ran those retail stores and SBB for a season and then it was time to move on. While I’ve made the decision to sell SBB I will still be a regular contributor around there.

This recent decision to sell SBB is going to help me move onto a new venture, one that will bring me closer to my genuine personality, my desire and passion to share my faith and do more for Mercy Ministries.

I’m excited to be able to start using my skills to help my church, my family and ministries. I currently go into a local children’s hospital on a weekly basis to deliver care packages, visit the children and just be there to be a voice of hope for them. I’m looking forward to doing even more and stepping out with boldness, doing things I’ve never done before and helping more people.

This is a new and exciting venture for me and I’m looking forward to being able to be truly genuine and share my faith on a regular basis. I’ve left Small Business Branding in the capable hands of Ken Chandler and I’m sure he won’t disappoint you. He’s got great ideas and I’m looking forward to still contributing.

Feel free to follow my journey into this huge leap of Faith! :)

You can see what I’m up to over at www.DestinedUnity.com and like I said before, I fully plan on being a regular contributor still here at Small Business Branding.

Please give Ken a warm welcome, he already has some wonderful ideas in taking this site to another new level and I truly look forward to see what he does in the future.

File under: News
March 9, 2010 by

SBB Small Spark Winner!

The winner of the February Challenge is Jeric! Congratulations! Be sure to email me at vera @ smallbusinessbranding.com within 3 days.  Now onto the March challenge…

File under: Contests, News
March 9, 2010 by

Jaimy Weiler Speaks From The Heart On Her Brand.

As part of my interview series with “Thought Leaders,” consultant , speaker and author, Jaimy Weiler from “One Heart Waking – Business and Executive Consulting” shares her wisdom with us. Jaimy and her company “One Heart Waking” are truly unique in their delivery of effect and balanced work environments.

Ed Roach: Considering the fact that a brand is essentially your reputation and adherence to brand values is critical in maintaining a brand that resonates with customers, what have you found in your consultation with businesses are the biggest barriers to living up to these established brand values?

Jaimy Weiler: Because new business comes to me predominantly through referral, I do strive to keep my brand values consistent as I deliver my services by focusing on “bringing simplicity, integrity and clarity of purpose to business, finance and life”. This is the tag line of One Heart Waking, and living to these values is the very essence of what I deliver.

Ed Roach: I have always believed that a very positive attitude coupled with a desire to lead instead of following is a strategy that will lead to realizing your goals. How much of a role does “attitude” play in reaching goals?

Jaimy Weiler: I believe that attitude is both fundamental and essential. It is the foundation from which our actions spring. My experience, with both myself and my clients, shows me that results follow attitude and action. A positive attitude creates more positive action, which then leads to more positive results. By the same mechanism, negative attitudes most often result in negative results, or, results that come with un-desired side-effects!

Ed Roach: You have a very unique approach in guiding businesses. What would you say is the one thing that makes your clients love you?

Jaimy Weiler: I would say that my clients sense at a deep level that I am truly ‘for’ them and the highest vision of themselves and their business. And, my confidence in what I do engenders mutual trust and respect In coming to me for traditional business consulting, which they receive, we also find the underlying and often hidden issues which may have for so long held them and/or the business back from its fullest success.

Ed Roach: When you evaluate a prospective client, what things do you watch for that would point to a good fit with your company – “One Heart Waking?”

Jaimy Weiler: The predominant characteristic that I watch for in determining whether I am a good fit for a prospective client, is their sincere and authentic desire for change. Along with this desire must be the openness and energy to implement changes which may go against the grain of past habits.

Ed Roach: What’s the nicest thing a client has ever said about you?

Jaimy Weiler: The nicest thing that a client ever said to me was that I helped them to clear away the obstacles and structural problems that had kept their highest business vision in a dream state in the future. And in experiencing the newness of their increased success, were inspired to take themselves and their business colleagues to an even more fulfilling level of service and achievement.

Ed Roach: Finally Jaimy, how would you define success? (For you personally)

Jaimy Weiler: I define success as bringing the best of me forward into my life, more and more every day. Success to me is showing up, present and ready to go, adjusting and growing as life unfolds before me.

Thank you Jaimy.

For more information on Jaimy Weiler visit her website OneHeartWaking.com, and pick up her book, “Light Through The Heart.” or email her at Jaimy@OneHeartWaking.com

File under: Archives, Branding, Featured, News
August 28, 2009 by

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.

File under: Archives, Beginners, Branding, Business, Employer Branding, Featured, Marketing, News, Personal Branding
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