Tag Archives for " brand personality "

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These two words are NOT synonymous: Logo. Brand.

Here’s something I heard from a graphic designer recently: “Oh yeah, we’re going to create a new brand for that company. Totally.” No she’s not. She’s not going to create a brand, she’s going to create a brand identity. There’s a difference. Let’s get the terminology straight.

A brand identity job typically includes a logo and graphic standards that dictate fonts and colors for the company’s marketing materials. It’s a valuable service, but those graphic elements, in and of themselves, do not add up to a “Brand.”

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2 How to create a website that works for your brand.

For some reason, many people think that “branded” websites won’t sell product or produce a steady stream of leads. And on the other hand, they don’t think “Ecommerce sites” will help their branding efforts. As if the two are mutually exclusive.

Well, here’s the good news: You really can have a website that performs well AND presents a strong brand message. But you’re going to have to go beyond the template-driven who, what, when and where approach that’s so common these days.

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1 “Brand” Trumps Managerial Incompetence.

I need to stop being surprised by managerial incompetence. Honestly. I need to reframe my expectations and just be pleasantly surprised when I encounter an exception to the rule. Because everywhere I turn, knumbskulls, nuckleheads and nitwits rule the managerial world.

Witness the retail store owner who has no handle on her inventory issues or labor costs.

The non-profit executive who has a revolving door of talent, going only one direction.

incompetenceThe managing partner of a professional agency who constantly over bills his clients.

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2 Making websites work — on many levels.

It’s been very interesting to witness the progression of web design over the last 20 years. Trends come and go at a fashion-runway pace. Technology changes even faster than that, and the graphic style is continually evolving.

Regardless of the latest trends or technological bells and whistles, there are some timeless facts about this communication tool that will always apply. First and foremost: The most effective websites are multi-dimensional. That is, they communicate on many different levels…

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1 Is the term “inspiring bank” an oxymoron?

It’s interesting, where people find inspiration. For some business owners, it’s the pages of Forbes or biographies of big-name entrepreneurs. For Monet, it was the garden. For me it’s the bookstore, the ski slopes, or the trails.

old-bankThe bank is definitely not on my list.

Banks are not known for their inspiring environments or groundbreaking business practices. In fact, the entire banking industry has a huge cloud hanging over its head, every since the mortgage banking debacle of 2009.

The most exciting thing to ever happen at my bank was the emancipation of the counter pens… They were released from their chains and replaced with crappy logo pens that are now free to take home with just a purchase of a $10,000 15-year Certificate of Deposit.

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2 Zero-in on Branding success.

I love this saying: “The main thing is to keep the main thing the main thing.” I think Steven Covey coined that one.

When you boil it all down, that’s the essence of branding: Zero-in on one thing you can honestly, passionately, expertly hang your hat on, and stick with it. Then when it comes to marketing communications, come up with one idea to convey the main thing, and just pound that home in every way, shape and form you can afford. One idea, multiple executions.

Unfortunately, most business owners and brand managers don’t have that kind of focus. Once they get a taste of success in one little niche, the temptation is just too much… They take their eye off the main thing, and dive into a lesser thing, hoping it will become the next big thing.

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3 When Branding outpaces the Brand. And vice versa.

First of all, let me address the common confusion around the two “B” words in this article’s headline. The verb “branding” is often mistakenly associated with logo design. You’ll hear someone say, “Oh, we’re going through a complete re-branding exercise right now,” which in reality is nothing more than a refresh of the logo.

Branding is much more than that. Branding refers to everything that’s done inside the company — and outside — that influences the perception of the brand. If you redesign the product, that’s branding. If you engineer a new manufacturing process that gets the product to market faster, that’s branding. Choosing the right team of people, the right location, the right distributors, the right sponsorships… it all has an impact on your brand.

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1 The Inside-Out Approach To Building A Brand.

I’m always amazed by business owners and CEOs who spend considerable time and money on branding initiatives, only to neglect the most important component of their brand: Their people.

If you want to build a great brand, you better start on the inside and work your way out. Seriously. If you can’t convince your employees to be your greatest brand ambassadors, who can you convince?

If they aren’t drinking the Kool-aid, who will?

It’s interesting, during a brand audit, to compare the company’s external market research data with prevailing internal attitudes. I’ve seen companies that accurately claim to have a 98 percent approval rating. “Customers love us,” they say. But when we talk to employees, suppliers, past employees, and friends and family, a completely different tune emerges.

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3 Deschutes Going National: How to grow without selling your soul.

Bend, Oregon is a small town better known for big fun than big business. There are only a few local brands that have grown to national prominence. It’s fitting that one is a beer brand.

When it comes to craft brewing, Oregon is the undisputed leader. And Bend is #1 in Oregon, with the most brewpubs per capita in the country. (28 at last count, with at least a dozen more in the works. Bend’s population is 80,000.)

tap-handlesIt all started 26 years ago when Gary Fish opened Deschutes Brewery. Since then, Deschutes has grown into the 6th largest craft brewery in the country, and the 11th largest U.S. brewery, period. That’s big. And with expansion into Wisconsin, Ohio and Pennsylvania this year, Deschutes is getting bigger all the time.

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1 Branded content – finding and providing something worthwhile.

Fifteen years ago, in The Cluetrain Manifesto, Christopher Locke wrote, “the internet has made it possible for genuine human voices to be heard again.”

What do you mean, “again”? Never has the average Joe been afforded unrestricted access to an audience any bigger than the crowd in a neighborhood pub. This giant electronic soapbox known as the internet delivers a world-wide audience. Anyone can pontificate at will, on any subject, and potentially reach billions of people across the globe.

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