Branding is one of those concepts that is both extremely simple and exceedingly complex at the same time. One of the most common questions we hear related to branding is: “Can a company like ours develop a brand?” The answer: “Absolutely! But…” Here’s the thing… Continue reading “Can (Fill In The Blank) Companies Develop a Brand?”
Category: Brand Management
What’s the Difference Between Being an Expert and Being a Thought Leader and Can You be One?
We work with a number of “thought leaders” — experts who are hoping to establish or build their reputations in some specific area whether as an author, a consultant or some type of service provider. The phrase “thought leader” is bandied about quite a bit lately and we never gave it much thought. But, recently someone asked me to explain the difference between a “thought leader” and an “expert” which caused me to ponder the definitions of these two terms and come up with, at least IMO, an important distinction. Continue reading “What’s the Difference Between Being an Expert and Being a Thought Leader and Can You be One?”
The Yin and Yang of Finding–or Being–an Online Expert. Beyond Smoke and Mirrors.
In the “old days” finding experts was largely limited to identifying them through academic circles or highly regarded trade and professional publications. Experts were, in essence, “vetted” and those seeking their input could rely upon their veracity, authority and credentials. But, things have changed. Today, quite literally, anyone can be positioned as an “expert”–whether they really are or not. This has become possible because of the World Wide Web and a plethora of online communication channels, including web sites, social media, blogs, etc. This is both a good and a bad thing. Interestingly, it is both good and bad for experts and non-experts. Here’s why:
Continue reading “The Yin and Yang of Finding–or Being–an Online Expert. Beyond Smoke and Mirrors.”
Back to Branding: A 4-Step Process to Launch Your Brand Management Efforts
Branding is a fundamental task for any business, whether large or small, regardless of industry, and regardless of how long the business has been around.
Effective brands, research tells us, drive successful businesses.
Get it right and you will reap the rewards. Unfortunately, although the process can seem straightforward from an “academic” perspective, the real work of branding is an ongoing process that involves all areas of the organization, and all individuals in the organization. That’s part of what makes it such a challenge. You’ve probably heard the expression “like herding cats.” That’s exactly what brand management can feel like, especially for service organizations.
We work frequently with organizations and individuals to conduct brand assessments and develop and implement brand management plans designed to help them position their organizations (or themselves) to their target audiences. As we work together, we take a 4-step approach to help define and manage their desired brands:
1) Clarify how the client would like to be perceived. We generally go through a two-part exercise, including some kind of projective exercise (e.g. “if your organization was a house, what kind of house would it be; draw a picture…,” or “if your organization were a person, what would that person look like; tear out pictures from magazines…”). We develop a list of desired attributes based on these discussions.
2) Assess how their target markets currently perceive them. This includes employees (because they play a critical role as brand ambassadors), customers, prospects, community leaders, etc. The specific audiences vary by organization. We generally accomplish this step through research while might include both qualitative (focus groups/interviews) and quantitative (surveys). This step can also be a great communication tactic to help engage various audiences in the process and convey to them the core attributes you wish to be known for.
3) Identify the gaps between desired and perceived brand image. In some cases, this may mean that the audience doesn’t perceive you as strongly for a particular attribute as you would like to be perceived. In other cases the opposite is true. And, sometimes, you may find that your audience has positive perspectives of you that you hadn’t even considered and may wish to emphasize. Based on this gap analysis, you would prioritize the gaps to focus on; this will drive your communication strategies and tactics.
4) Develop a plan to close the gaps; this includes both marketing communication and operational strategies and tactics.
Most of this process is fairly straightforward and it’s not that difficult to get to step #4. But that’s where the challenges emerge. Why? Because most organizations view branding as a communication process. While communication is certainly part of the branding process, it is just a part. Operational issues also play a major role in how companies are perceived. For service businesses (e.g. health care organizations, professional services firms like law firms, consultancies, etc.) brand management is especially challenging because every interaction their target audiences have with their organizations serve to form impressions: this includes everything from how clean their parking lot is and how easy it is to find parking, to how their staff answers the phone, to how staff are dressed, etc., etc., etc.
It’s a worthy challenge though. If you’re up for the challenge, we have a number of additional blogs related to branding that you may find helpful.
About Us
Strategic Communications, LLC, works with B2B clients to help them achieve their goals through effective content marketing and management with both internal and external audiences. We work with clients to plan, create and publish high-quality, unique content. Whether on- or offline, or both, we’ll help you achieve desired results.
(Strategic Communications is certified as a Woman-Owned Business Enterprise through the Wisconsin Department of Administration.)
Recommended Reading
21st Century Secrets to Effective PR: Tips and Best Practices for Gaining Media Exposure
Should You Have a Blog?
A business colleague of mine recently asked me what I thought about the value of a blog. Seems a vendor she was working with was recommending a blog and she really didn’t see the value. There are, though, two very important reasons that those wishing to build an online presence should consider managing a blog (and a few other, secondary, reasons). Continue reading “Should You Have a Blog?”
We All Have Something to Learn From Dairy Queen. What Impression Are You Making When You Think No One Is Watching?
I used to tell my son that the true test of a person’s character isn’t what they do when they know someone is watching, but what they do when they don’t think anyone is watching. I don’t know who originally said that; it wasn’t me. But, it’s a sentiment that has always really resonated with me. And, I’ve had opportunities to observe people (when they didn’t know they were being observed by me) who made both positive and negative impressions.
Continue reading “We All Have Something to Learn From Dairy Queen. What Impression Are You Making When You Think No One Is Watching?”
Is It Time for a New Logo?
Recent logo changes by Google and Yahoo! have gotten the marketing and branding communities around the country buzzing. Neither change is significant which, from a branding standpoint, is significant. In fact, if you review most iconic brand logos over time (think Coca-Cola, Starbucks, McDonald’s, etc.), you’ll see only slight changes–often changes so slight that, if they hadn’t told us about the change, it’s likely that we wouldn’t even have noticed.
Why are these slight changes so prevalent among the top brands? Continue reading “Is It Time for a New Logo?”
Developing Your Personal Brand – Yes, You Have One!
As someone who grew up in a family-owned business and then worked in the field of PR/corporate communications for a number of years I’ve long been well aware of how my actions, or inaction, impact not only my reputation, but the reputation of the organizations I serve. From the day long ago when my father chastised me for not returning a greeting from a classmate we ran into at a local department store to early training as a PR/media relations rep I’ve known that what I did — on or off the job — made an impression. While that knowledge, especially as a child, was sometimes burdensome, in hindsight it has served me well.
Some other early lessons: Continue reading “Developing Your Personal Brand – Yes, You Have One!”
Common Online Marketing Mistakes
It seems that interest in online marketing is hotter than ever; every week it seems we get more questions from reporters, prospects and clients about do’s, don’ts and best practices of online communications. Last week we received a question about what we would view as the “Big 3” online marketing mistakes that we see businesses make, especially small businesses. Continue reading “Common Online Marketing Mistakes”
Special Challenges for Service-Oriented Brands: It’s All About the People!
Much of my work over the years has been with “service brands”–brands that are not tied to a particular product, but to the delivery of some type of service, like health care, legal services, educational services, energy services, engineering services, consulting services, etc.
Developing and maintaining a strong brand for a service organization is, in my opinion, significantly more challenging than developing and maintaining a strong brand for a product. Why?
Because a service is less tangible, more ephemeral–and often involves multiple “touchpoints” that really determine the “brand experience.”
What makes a strong brand? Continue reading “Special Challenges for Service-Oriented Brands: It’s All About the People!”