Branding | Small Business Branding

June 5, 2009 By Ed Roach

Do You Possess The Winner Brand?

A Winner Brand is an enviable place to be. It ignites a favorable reaction to all who come in contact with it you. The Winner Brand can be a company, a product a person, or a place. The Winner Brand is hinged on strong brand values and a compelling message. It has outstanding characteristics. The
Winner Brand is the product of a concerted effort to be the best it can be. For the sake of this article, I am addressing the personal Winner Brand.

What can you do to be a Winner Brand?

• Build your expert profile In order for your brand to shine
You have to be taken for the expert that you are. You have to boldly declare your expertise in your discipline. You’re going to have to go against your Mom’s advice and brag speaking engagements, feature writing, pod and video
casts. Find as many portals to get your professional opinion into the hearts and minds of your target audience.

• Be a conduit for the positive
Make it a personal goal to bring positive energy to all you meet. When you see a friend in a glum mood, find the positive and bring them out of their shadow. Point out that opportunity is everywhere if they are willing to recognize and embrace it. Make the statement – “Every cloud has a silver lining” your inspiration for engagement.

• Give of yourself
Volunteer to groups or organizations that you have a personal interest in. Mentor to young minds at the university level. Show that money isn’t your only motivation. Show that your meaning of success includes helping others. It is a way of giving back to your community, and exposing your Winner Brand to all you meet.

• Show your passion
People love to see that you are truly inspired by what you do. Passion is contagious. It is the foundation of strong relationships. Passion has a way of taking them along for the ride. Because you have passion, you have an absolute belief in yourself. That confidence feeds your expert profile builds a loyal following.

• Become a resource
Share your contacts with others. Over the years, you have come to know many great suppliers of goods and services. Sharing this knowledge will really help those you meet making their jobs easier.

• Give valuable referrals
Keep your eye out for opportunities for friends, colleagues, and customers. Giving referrals brightens your brand. As they say – “It is better to give than to receive.”

• Blog your way to greatness
I can’t think of a better way to build your expert profile than blogging. A number of the above initiatives can be achieved through blogging. It is a great way to showcase yourself. Leaving positive comments on other blogs and guest writing are all key elements in successful blogging. It does you NO GOOD to stay silent. Share your opinion profusely. Leaving comments lures readers back to you – guaranteed.

Being a Winner Brand is your best opportunity to draw business to you. It drives away those dark clouds and allows you to recognize and embrace opportunities.

File under: Branding, Featured

April 28, 2009 By Ed Roach

5 Reasons Why Branding Won’t Work.

They’re never going to buy you’re the expert.

Here’s the thing, you really are an expert in your field, but here’s the rub – YOU don’t believe it. If you don’t believe in yourself , don’t expect customers to believe in you either. You have plenty of sales-worthy knowledge and a waiting audience. Roll up your sleeves and jump in. Failing isn’t the problem, refusing to get back up is.

You’ve got a wild idea, but nobody’s going to buy it.

Isn’t it better to try your idea and fail KNOWING they don’t like it, rather than presuming to know they don’t like it and never really finding out?

The timing isn’t right.

That’s the same as giving me a dozen reasons why you CAN’T do something rather than reasons why you CAN.

Branding is expensive.

Ignoring your brand is the real money pit. Placing ad after ad saying nothing special or countering a competitor makes you a follower. The competitor is actually defining your brand and you’re throwing money at defending yourself rather than leading with a strong positioning strategy, which gives your customer a compelling reason to buy from you.

I tried re-branding: I got me a new logo and tag line and guess what? Nothing changed!

What did you expect to happen? Your brand is your REPUTATION not your logo. All you did was spend some cash putting a new face on an old problem. If somebody tells you that re-branding is changing your logo – RUN as fast as you can – they have no idea what branding is!

As much fun as this post was to write, the honest truth is that all of us have to pay very close attention to our brands, how we sell ourselves and be open to new opportunities. Stop blaming the economy, stop blaming yourself and stop blaming finances. If you try and win – great! If you fail – so what? Keep moving, keep learning. You can’t reach your goal by standing still and that I can guarantee you.

File under: Featured

April 20, 2009 By Ed Roach

Texas Brand’em – Your Ace In The Hole!

More and more in the popular media, the term branding is being introduced into the business psyche of the watching/listening audience. The understanding that your brand is NOT just your logo, is still the number one misunderstanding of businesses and organizations that I meet. When you understand that your brand is essentially your reputation, then you will understand that “re-branding” your business with a logo change is simply “putting lipstick on a pig.” Put another way: Let us say that you don’t like Pepsi. If I change the logo and slogan, are you going to like it now? No, of course, not. You have to fundamentally change the way Pepsi does things, and here it is changing the taste. Then they have a chance of getting you to switch. Your brand is no different.

Wouldn’t you love to understand how you could make your brand more powerful? If you could find a way to make your brand a leader, you’d be interested right? What if I told you that strategically positioning your brand with a compelling offer, REMOVES you from commodity hell – wouldn’t that intrigue you? The answers to all these questions are no-brainers.

The fact that you should draw comfort in, is that most – I’ll say that again – MOST businesses, communities, and people (brands) completely ignore their brands. This short-sightedness is your ace in the hole. Even if you were to tweak your brand a little bit, you’d be miles ahead of the other person.

I recently gave a lecture to a packed house (and more on the waiting list) to the Center for Business, Advancement, and Research in Windsor Ontario. It was a one half hour discussion on “Branding Yourself Online.” I was very well received. So much so, that a line following the event formed in front of me and took 1-1/2 hours to clear. But, the simple truth is, MOST of these well-meaning entrepreneurs will do absolutely nothing about their lack lustre, follow the leader brands.

Take place branding – how many communities in your area could use a boost in their economic development portfolios? How many would love to be considered first choice for convention business? (more no-brainer questions). BUT, most would rather ignore their brands and turn direct their priority to changing logos and tag lines. Instead of analysis of why their brands are attracting negative attention and fixing the problem, city fathers again and again opt for short-term, same old, same old strategies creating the perception of doing something. The fact will remain that when the audience reacts negatively to your community brand, it’s too late. The same holds true in business branding. In both cases, it becomes a commodity issue. You have to buy their business. You’ll have no staying power. Their business moves from price to price. No powerful relationship to retain them.

If you want to stand out and play a different game, you might want to get in on Texas Brand’em and leave 52 Pick-up to the amateurs.

Here’s your winning hand, in a game of Texas Brand’em:

CARD ONE: Establish you brand values and personality, as the foundation of your brand.
CARD TWO: Establish your brand message. What is it you do that your customers value the most.
CARD THREE: Have a positioning strategy that compels your audience. Establishes you as a leader not a follower.
CARD FOUR: Make sure that your brand image is consistent with your values and personality and is consistent across all materials.
CARD FIVE: Live the brand, it has to be authentic. Build relationships with integrity.

Business is a high stakes game. Picking up the hand above ends the temptation to bluff your opponent. They’ll have no option other than folding.

File under: Featured

March 28, 2009 By Ed Roach

Your Brand Needs An Enema!

When your business is in the doldrums and you’re listless, chances are something is up. If you look at your competition and you see yourself – not good my friend. If you’re catching yourself looking to the economy as a convenient scapegoat for your business blues, it is a sign that you’re losing confidence in yourself.

If all these “if’s” sound like your day, then your brand is constipated.
There is only one solution, and it’s going to be a little uncomfortable.

Simply put, “Your brand needs an enema.”

Grab the apparatus, this is a brand enema with a 3-step formula:

ONE: Do a survey of your stakeholders (customers, employees and shareholders)
TWO: List and analyze your competition to gage their actions from a brand perspective
THREE: Ask yourself if you’re prepared to act on your conclusions?

After you’ve completed the enema, all the toxins should be clear generally and you’re ready for a fresh start.

If you’ve done your surveys correctly, you should be able to see many short comings of your brand. Your stakeholder’s impression of your business will jump off the pages. In these survey results, are key opportunities that will help to reinvigorate your brand. Chances are that the toxins corrupting your brand were simply your inability to differentiate your business in their minds. You blended in.

Step Two, will demonstrate where you blend in and give you keys to correcting this issue. Using differentiation as a strategy, use what you know about your competition to battle more effectively against them.

And lastly, if you’ve been honest with yourself – you have to lead! Be a powerful inspiration to your stakeholders. If you are low, they will reflect that in their attitude also. They look to you for direction. Without your guidance, a brand enema is a complete waste of time. You might as well just get used to the feeling that the world controls you.

File under: Featured

March 22, 2009 By Ed Roach

Your Place Or Mine?

What do you think is the brand of the community that you live in? From what you know, does it have difficulty attracting investment? Do your city officials keep changing slogans in a desperate attempt to see what will stick, thinking fancy advertising is the ticket to prosperity? Because of poor brands many communities are suffering. Place branding could help them update their strong points to attract investment and talent. Like corporate branding, place branding draws out a positioning strategy that differentiates. Recently, I was interviewed by Ed Burghard from the Burghard Group. They just recently re-branded the State of Ohio, and launched their Brand America initiative.

The goal of any place branding effort is to attract investment to a community on a global scale. The competitive environment is enormous and efforts to attract and win site selection opportunities makes place branding a critical strategy. Place branding also carries with it great responsibilities because the brand has to walk the walk. It’s not enough to profess greatness; you must BE great. Place brands like their corporate and personal cousins have to mirror their reputations. Businesses looking to relocate are seeking genuine experiences. They crave creative environments that allow them to prosper, and place branding when handled properly puts infrastructure in alignment with communication to deliver the goods.

The smart money is on place branding when it comes to answering the question, “Your place, or Mine?” The winner will always be the most compelling brand which is one that allows investment to flourish in a community rich in positive experiences.

File under: Business, Featured

March 5, 2009 By Ed Roach

It’s Great To Be Scared.

Everyday journalists deliver fear. Their favorite chant is, “It’s going to get worse, before it gets better.” Brilliant. Obama’s favorite word before the election was CHANGE – after the election – it’s CRISIS. It doesn’t take much effort to state the obvious. Both the president and the media’s opinion directly affect the market place. It is a self-fulfilling prophesy. Naomi Klein’s, Shock Doctrine touches on this phenomenon. It suggests, that institutions of influence can put forward agendas when their constituency are in fear, as opposed to being secure. The power brokers are embracing fear and using it as the motivator. Media are looking for viewership and politicians want buy-in.

Embracing fear is an intriguing motivator.

When you’re a business in fear, your first inclination is to turtle up and pull in all extremities and knuckle down. This only results in the worst kind of “shrinkage.” You leave yourself with nothing to work with. Sure you have a sense of security, but is it really? In the wild, once the turtle is flipped over and exposed – death is certain. Business is no different.

I say you should grab fear head-on and embrace its power. If this is to be a long haul as the geniuses predict, then it is to your advantage to sell and service with great old fashioned gusto. One thing that you can count on, is all your competition are in fear also and I’ll bet that you’re witnessing them pull in and hunkering down. You could follow them into the abyss, OR… you could be the one who sees fear as the ally NOT the enemy.

I’m seeing fear in my circle of influence as the motivator. And that motivation is producing results. As a business owner- you put it all on the line anyway. What’s really changed? Even if you experience shrinkage – it’s not what you have that counts it how you use it right?! Embrace channels of promotion you have thus far ignored. Come out of your comfort zone and challenge yourself.

There’s great business to be had. Are you scared enough to grasp it?

File under: Featured

January 10, 2009 By Ed Roach

A Great Brand In 12 Monthly Installments!

It’s the new year, so it’s time to mark your calendar and address your brand in 12 monthly action plans. For each month, develop targets for these initiatives.

This way, you are better able to gage your success each month. If you successfully carry out the entire year’s brand activities, you WILL increase business, so let’s get started!

January

Start your business year off respecting those around you who are most responsible for your success. These stake holders are your employees, suppliers and customers. Treat each of these groups with the level of respect they deserve. A genuine appreciation for those who support you is key in strengthening the foundation of your brand. Your entire reputation starts with these people.

February

Corporate communication is important in keeping your stake holders in the loop. Good communications keep rumors from taking hold and you get information that will help you keep productivity humming. Many businesses waste precious time correcting bad communication instead of getting it right the first time. Put together a process to keep the correct information going to the right people in a timely manner.

March

Your current brand is hinged on your reputation. A great brand allows you to reach beyond commodity and allows you to enjoy pricing freedom. Building relationships with clients will give your brand staying power. Spend March strengthening relationships and identifying issues to shore up your brand.

April

Fast return business has to be return customers. If your brand is strong, use April to re-connect with past customers. Put together a program of connection, allowing time for sales to adequately contact and re-visit people. Use free services as a hook to get back in the door. Every positive response is a warm lead to additional business.

May

With spring in the air, the time is ripe for nurturing your referral potential. Develop a referral program to help stake holders recommend your business. Customers who have a healthy relationship with you will love to be your advocate and appreciate your assistance in telling your story. Another important component in any referral program is your opportunity to send business their way. Referral is a two way street.

June

As entertaining season heats up, take the month of June to get your brand message fine tuned. Events and get-togethers are a great time tell the story of what your business does. Ideally you have a positioning strategy that compels the listener. Stay away from corny cliches like. “our people make the difference!” Statements like this are so much fluff and do nothing to differentiate you.

July

This July, do an inventory of which organizations your business is a member of. Ideally organizations in which customers (existing and targeted) are also members. See what the opportunities are to get your people involved and promote your business.

August

During the dog days of summer, it is a great time to re-visit your marketing plans and see how you are doing so far. Does the advertising statement reflect current culture and address benefits to your customers? Many customers are away during this month, allowing you to focus inward.

September

Use September to analyze the culture of your market. Are there any dark clouds on the horizon you’d be wise to address? Organize a management meeting to get a good feel of what the mood is in your category. Then make a coordinated plan to tackle any challenges and exploit any opprtunities.

October

Get community spirit going during this month. What can you do to give back to your community. What areas are of special interest to you. A good social conscience is great for your brand. It also shows reminds your stake holders they we are all part of a community.

November

Education. Use this month to read, read, read. Upgrade all skill sets within the organization to make sure that your business is on the cutting edge. Customers rely on your business to provide solutions that reflect modern practices. As they say, “a mind is a terrible thing to waste”.

December

December is the perfect month to reflect on the past year and appreciate all the effort that makes your brand as respected as it is. It is also time to slow down and enjoy your family and friends. Another year is around the corner, so this is the month to pat yourself on the back for a brand well done.

Your brand and it’s power are an ongoing work in progress. Nurturing it need not be done in a hurry. Take the time to do it justice. Have a great and profitable year!

File under: Featured