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What is it that makes some brands connect so well with their audiences? We could learn something about building brands for organizations by also asking,

What is it that makes some people connect so well with other people?

In many ways, organizations are like individuals. Each has its own specific “fingerprint” — strengths, character, and personality — that makes it unique and recognizable. It’s how we get to know our friends and understand what it is about them that we like.

In a world where no one has time to carefully weigh all available brand options, this fingerprint acts as shorthand to help us sort through the maze, a very real point of value at a time when it is increasingly difficult to tell one product or service from another.

When an organization’s brand fingerprint is clearly defined and articulated so that customers, shareholders, distributors, employees, and partners consistently feel they “know” the organization and know what to expect from it, magic happens.

This is when high emotional engagement occurs. This is when “raving fans” and customer loyalty are created. This is when organizations gain sustainable competitive advantage.

Discovering and communicating this brand fingerprint helps organizations bring strategic focus to the power of their brand — giving brands a meaningful and recognizable shorthand that helps cut through the noise and clutter to connect with people.

Brand fingerprint process

Following a process to help uncover the organization’s brand fingerprint will ensure that the intangible attributes assigned to the brand — assets like integrity and innovation — are translated into a visual, tangible representation to which audiences can relate.

The process has two phases, strategy and visual translation. It works like this:

Phase I. Strategy

Step 1. Finding your brand values, character, and personality

Step 2. Understanding the competitive landscape

Step 3. Determining your position in the marketplace

Step 4. Developing your value proposition

Phase II. Visual Translation

Step 1. Developing the brand mood

Step 2. Determining the key brand elements

Step 3. Developing the brand roadmap

Phase I. Strategy

The strategy phase can be compared to traditional methods of brand development and is based on core values. The difference here is that the exercises used in the facilitated sessions with company decision makers are designed not only to uncover brand values and attributes, but to gather information in a way that it will be useful for development of the visual translation of the brand. Pairing the creative team with decision makers at the very beginning of brand strategy development is essential in gathering input that will be critical to visual translation. This is important since experts say that 80% of what we learn comes to us visually, and customers will most likely see brands long before they understand the strategy.

There are many benefits of considering how the brand will

be communicated visually at the strategy stage. Some of these benefits include:

> translation of intangible company assets and attributes into tangible representations that truly reflect the company’s core values

> avoidance of possible disconnects when logos, websites, and print materials are developed

> development of marketing materials that really communicate key messages

> deeper understanding and long-term recall of brand messages by customer audiences

> consistency of brand messages over time

Phase II: Visual Translation

The visual translation phase takes all of the information gathered in the strategy phase and translates it into a visual form that people can see and relate to — the visible brand fingerprint. A clear and accurate brand fingerprint can communicate assets like integrity, zero defects, and innovation and make them palpable. Visible. Understandable. Audiences will know at a glance “who” the organization is, what it is saying to them, and why they should buy, react, or be moved. And it will be real, it will be authentic, and it will stand the test of time — because what people see represents the synthesis of the brand strategy.

The benefits of developing the visual components of the brand directly from strategy exercises include:

> a brand mood that will communicate to customers on an emotional level, because the design is based on authentic aspects of the brand’s character and personality

> because the mood is a direct translation of strategy jointly developed by company decision makers and creative team, there are no unpleasant surprises at the design stage

> the main visual components of the brand will look and feel “real” and will become the pillars upon which other marketing materials will be built

> there will be no need for new themes, visual approaches, or deviations from the established visual translation. Brand equity builds with consistency. This is a cost-effective benefit.

Brand communication

Being true to the organization’s authentic brand is how trust, loyalty, and sustainable relationships are developed between the organization and its audiences. Great graphics and cool animation aren’t effective if they don’t accurately communicate the company’s character or brand. Something’s amiss if the organization is not clear and consistent about how it is presenting itself in front of its publics. If the organization’s brand and its image are not aligned, “brand schizophrenia” occurs, which significantly affects the quality of the relationship and level of trust with valued audiences, including customers and employees. Both lose trust in companies when they don’t know what to expect.

With brand strategy and visuals clearly articulated in a unique brand “fingerprint,” organizations can make a real connection with their audiences. Once established, this connection enables them to communicate compelling value, promote long-term recall of brand messages, and foster the trust, loyalty, and emotional attachment that sustain relationships.



By: Marcia Hoeck

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When I tell people that I create online advertising, it often generates the same level of goodwill one might experience by wearing a New York Yankees cap into Fenway Park.

“Oh,” they often say, “Do you make those pop-up ads? I really hate pop-up ads!”

It is at this point in the conversation when I quickly change the subject to something more uplifting like the weather, current events or the contemplation of dental surgery.

It’s not lost on me that most people hate this type of advertising. I hate it too. So do most of the people I know who work in marketing. However, most of the online advertising formats that online advertisers use today exist because they have been shown to be effective in generating sales and leads. On the other hand, pop-ups have already gone the way of the dinosaur seemingly having done more to generate business for people to created pop-up blocker software then they did to promote value of the goods and services they represented.

The reality of online marketing is that it’s still in its infancy. This is still largely uncharted territory and as a result, many marketers are willing try anything to see if it works for them. This has resulted in waves of new marketing approaches, some which seem designed to drive their potential customers insane with rage.

The point of the matter is that online marketers are looking for ways to reach out to the people they want to become their customers. Unfortunately, in many cases, that reaching out offers the same emotional appeal as being attacked and dragged into an alley.

When I work with online marketers, I often start by reminding them that their real goal is to find a way of communicating with potential customers. It’s not about assaulting passersby with a marketing pitch nor is it about tricking people into clicking on ads. All online marketing should be focused on telling consumers what it is that your company or offerings mean to them as individuals.

Each advertisement, online or off, should have a main point that it wants to make. This point should serve to drive the consumer toward making a decision about whether or not they should purchase the products or services being offered.

A few years ago I designed an online marketing methodology I call the ASSERT model. This model outlines 6 steps that any successful online ad needs to incorporate in order to reach out to people in a way that will make them respond favorably. The steps are:

1. Attract the consumer’s attention

2. Show the consumer benefit

3. Specify which actions to take

4. Engage the consumer

5. Reinforce the message

6. Terminate the transaction

Let’s zoom in for a closer look.

Attract the consumer’s attention

The most basic law of marketing is that you first need to get the consumer’s attention. Without this step being successful nothing else matters. However, there are ways of attracting attention to products and services being offered online that don’t include obnoxious or overly aggressive behavior.

One of the best ways to reach prospective consumers is to show them that you respect them.

It’s not surprising that most consumers dislike online advertising because of the way they have been suckered, tricked, bombarded and bullied in the past by ads whose only function is to be seen. While these guerilla tactics might achieve the task of getting noticed, they often have the undesired effect of negatively branding the advertiser.

Many of the best results in online marketing come from ad units whose purpose is immediately obvious to the consumer. Ads that offer animations, interactivity and slick graphics are easily noticed and may cause the consumer to linger for a moment to determine if the offer being made fits any personal needs.

The use of language is also a strong draw in attracting a consumer’s attention. Ads that quickly get to the point are much more effective then those which end up being too vague or subtle.

Also effective is the use of trigger words such as “FREE”, “NEW”, “SPECIAL” or “EXCLUSIVE”. These dynamic words automatically communicate concepts that appeal to many consumers. We like things that are different and new and special. We especially like free things.

Show the consumer benefit

At the core of most human behavior is the continuous search for ways in which we can improve our lives. As a result, our receptors are always open for any stimuli that appear beneficial.

The primary filter that we all use as we look at the world is one of relevance to our personal needs. Mostly, we make subconscious judgments about the hundreds of opportunities that present themselves to us daily. For example, a marketer earnestly trying to get my attention so that I can be sold the latest fashion in women’s shoes is going to have a hard time reaching me. The product being offered is irrelevant to my needs just as I imagine my wife would be a hard sell for a beard trimmer. If the offer isn’t relevant to a consumer, then the doorway used to communicate benefit is never opened.

Showing benefit can be as simple as the advertiser explaining what the offer means to the consumer. For example, a tag line that reads “Let us show you how you can save money on your auto insurance” leaves little room for misunderstanding. The benefit is of savings. However, it’s also clear that that benefit is also only relevant to those people who buy auto insurance and most specifically geared toward those who already have an automobile insurance policy. For those that the ad doesn’t ’speak’ to, there’s no need to stop and visit.

The method in which the marketing message is delivered also says a great deal about the benefit being offered. Many pop-up ads, spam e-mails and other invasive ads already have a message attached to them. Too often the message states very clearly, “We don’t really respect you but hope you’re stupid enough to click on our ad.”

While there may be a few suckers out there, the majority of consumers are just like you and me. We recognize a good thing readily. We can also recognize a bad thing. If you can express genuine respect when you approach potential customers, you’ll do a lot more business.

Specify which actions to take

Advertisers need to think of the ads they run as marketing representatives of their companies. Does that ad reflect the way the advertiser would like to be perceived? Is it apparent that the advertiser has the consumer’s best interests in mind? Is the ad showing the consumer the same level of respect that they would receive if they were dealing with the advertiser face-to-face? As a good host, it is up to the advertiser to make the consumer feel comfortable not only with the offer but the way in which that offer is presented.

Just as you’d tell a house guest looking for the restroom that it was ‘down the hall, second door on the left’, you also need to be able to tell the consumer what actions they need to take to acquire the benefit of the offer being made.

For ads that focus on driving traffic to a Web site, that action might be to click on the ad to visit the Web site. In interactive ad formats, the action might include viewing an online brochure, playing a game or providing data to the advertiser so that a more personalized offer could be made.

Don’t make the consumer guess about their role in the marketing process. The human behavioral default when confronted with things that appear unclear or ill-defined is to avoid them in hopes that they go away.

Engage the consumer

Once an ad has grabbed the attention of the consumer, the next task is to find a way to hold that consumer’s attention long enough to provide them with the marketing message.

In online advertising the opportunity to request and achieve direct action on the part of the consumer is part of the marketing process. Online advertising doesn’t have to be a passive experience nor should it be. There are many ways to get the consumer to participate in the marketing process. Interactive ad formats offer games, simulations, tools and surveys as a way of holding the attention of prospects, while traditional online advertising focuses on driving traffic to the Web site. Either way, the consumer is expected to get involved in the process. Make it clear what is expected on them.

Reinforce the message

Every marketing piece should have a main point it is trying to make. That main point might be a clarification of the benefits being offered, a special deal that has a limited time offer, a list of advantages over what a competitor is offering or simply an opportunity to brand a company’s name and logo. As long as you have their attention, make certain that every second counts toward the consumer leaving the experience with a full understand of what the point of the ad is.

Terminate the transaction

Finally, like any good hosting situation, the time will come when your guests will want to leave. Make it possible for the consumer to do so gracefully and with little discomfort. If the marketing task has been completed, thank the consumers for their time and attention and offer a nice clean place to break off the event. A good parting can lead to a positive recollection of the event the next time they see an offer from your company.

Different marketers will have different needs. However, all paths should lead toward getting consumers involved, telling them why an offer is important to them and doing it in a way that is non-threatening and engaging. It just may be the approach that gets you remembered positively.

Sidebar Content

While advertising in general covers a great many topics and approaches, all ads need to be able to communicate clearly with the consumer. The initial question that a consumer will have when seeing any ad is ‘What does this offer mean to me?’ If the offer is relevant to their needs, the next question will be ‘what do I need to do to take advantage of this offer?’

Successful marketing is based on being able to answers these questions before they’re even asked. Let’s say, for example, that a company that offers mortgage services is creating a simple online ad. The first three steps of the ASSERT model might be:

“Would you like to have more MONEY at the end of the month?’

(Attract attention)

“Refinancing today can save you THOUSANDS of dollars over the life of your mortgage” (Show benefit)

“Enter your Email address and we will instantly send you our FREE report” (Specify action to take)

With those 3 simple lines the relevance message has been successfully delivered.

From that point on, the ad could offer an interactive option that pops up a simple mortgage calculator. (Engage consumer)

By entering their current mortgage information and comparing it again what’s being offered the consumer can get a very realistic idea of the savings being offered. (Reinforce message)

At this point, convinced that further exploration is to their benefit, the consumer can safely get more information (that will also serve to reinforce the benefit) just by entering an email address.

Once the email address has been entered and submitted, the ad might respond with a message like ‘We have sent you a free report! Thanks for your interest in XYZ Mortgage. Click here to visit our Web site!’ (Terminate transaction)

At this point the process is complete. For the consumer who wants to visit the advertiser’s Web site that option is available but the real core of the marketing goal has already been achieved. The advertiser has been able to deliver the message to the consumer. While the onus is on the consumer to read over the sent materials and make efforts to refinance, the advertiser can provide periodic email reminders to the consumer.



By: Rob Graham

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It is a fact that shoes are very important in making the overall outfit of a person complete. Without a proper good looking pair of shoes you can not expect a better look, no matter how impressive or stylish clothes you are wearing. Thus  if you want to

put an impressive impact on the other person standing next to you then it is really very important to have the best quality branded shoes along with stylish clothes and accessories.

 

Today there are several good companies available in the market that offer shoes as well as accessories like belts that are considered important in giving great looks to the person. Among various companies or brands, one such brand that is known as the market leader in shoes, belts as well as other accessories is Gucci.

 

It is important to note that Gucci shoes as well as Gucci belts are categorized as things that are most demanding and are liked by almost every person who wants to live with fashion. Gucci shoes are considered very popular because they are available in various patterns and designs that are not only as per current fashion trends prevailing in the market but are also highly durable and comfortable to wear.

 

So if you want to want to finish off your great look with a good looking well polished leather shoes then you can definitely go for Gucci Loafers. The patterns available in Gucci Loafers are so eye catching and fashionable that you cannot resist yourself from having a nice pair of Gucci Loafers for you.

 

Thus if you are a Gucci enthusiast and if you are looking for a place from where you can have the best quality Gucci Loafers or other shoes and Gucci belts that are not just original but cheaper in prices as well then Grade-A-Shoes is the name of an online store you must opt for.

 

Grade-A-Shoes is undoubtedly the real place for fashion lovers who like to walk with time and prefers to buy what is latest and trendy. As the name implies Grade-A-Shoes offers shoes that are simply of ‘Grade A’ quality. It offers the most up to date colors and styles of the most popular brands including Ugg Boots, Gucci Shoes, Prada shoes, Dolce & Gabanna shoes and Air Jordans. Not only that it even offers various branded accessories and clothing like Gucci belts, Gucci hats, Gucci sunglasses and Gucci clothing etc. So if the requirement is of Gucci shoes or Gucci belts or clothing and other accessories then there is simply no better place than Grade-A-Shoes.

 

The stuff provided by Grade-A-Shoes can be obtained from any other online store or website also but what makes Grade-A-Shoes an inevitable option for all these things is a long list of extraordinary features that are not available with any other online store of website.

 

The most important feature of Grade-A-Shoes is that it offers the original branded shoes at such prices that are not at all possible with any other store. It is the claim of Grade-A-Shoes that it offers the lowest prices you will find for brand shoes. In addition the quality of customer services provided by this online store is also second to none. So if you want to have the best quality original products that too at very best prices then there is no better option than Grade-A-Shoes.



By: Vikram Kumar

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Create a video blog…instantly.

Marketing 101: Develop a powerful and compelling core message.

“Say something, say it well, say it often.”? Why should customers buy from you? Why should they even take a second glance? You need to build a powerful message that gets key points across without clutter … because clutter is what leads to abandonment. Although this is the essence of a successful branding and marketing campaign, you’d be surprised how many companies fail to grasp this concept.

Make sure your core message is “benefit oriented.”?

People don’t buy services or products, they buy the benefits of those services or products. In all your communications, make sure your message translates into specific benefits.

Make sure your initial message directs prospects toward a specific action.

Your customers want to be told where to go to find the solutions they seek. This should be abundantly clear to all four major personality groups (Amiables, Drivers, Expressives, and Analyticals). When you invite customers to go somewhere to learn how to interact with your site and find out more about your company, you can greatly increase your potential for conversions.

Develop imagery that enhances your message and intrigues your target audience.

The images on your site should enhance your message by being visually stimulating. Sometimes this may only be an aesthetic; other times it may involve “timelining”? imagery and content together to use space more effectively and get across a message in a more distinctive fashion.

Develop a unique value proposition (UVP).

Sit down with a branding or marketing expert and define a UVP for your company as a reminder of your competitive advantages. Make sure these advantages are customer-centric, not business-centric.

Incorporate your UVP into all online and off-line media for brand consistency and saturation.

Make sure your message constantly reiterates your competitive benefits and your UVP.

You never know which aspect of your brand a prospect might respond to, so make sure the message is consistently broadcast in whatever media you use.

Tell customers what they want to hear, not what you want to tell them.

We call this inside-out marketing. Too often, companies unknowingly focus on what they want to say, rather than what customers want to hear. An outside-in perspective with a true 360° view of your company from the customer’s viewpoint is best accomplished with the help of a qualified branding and marketing firm that can determine customers’ attitudes, expectations, and requirements.

Build value … not boredom.

I leave this one to Napoleon Hill: “It is as useless to try to sell a man something until you have first made him want to listen as it would be to command the earth to stop rotating”? (Think and Grow Rich

Lead with a header and close with a call to action.

Readers are much more likely to read your message, white papers, case studies, etc., if you pique their interest or curiosity through well-written headers, transition headers, body content, and calls to action that lead to the next step in a sales cycle.

“SCAN I AM.”?

Today’s readers don’t read, they scan. They scan for areas of interest, offers, links to relevant information, etc. So it is important to set up your text so that it can be quickly scanned. Online text is not linear like a book; it’s interactive to follow users’ nonlinear demands.

Develop a branding “blueprint”? that …

shows clearly how you expect prospects to interact with your messages. This blueprint should start with an outline and show all paths from all forms of communication and how they lead to firm sales. Again, marketing and branding professionals can help develop a plan.

Evaluate your plan. Have others evaluate your plan. Re-evaluate and adjust.

No plan is perfect, and any plan should be constantly adjusted to maximize its effectiveness. It is critical to continually audit your branding plan and all your marketing media.

Re-evaluate again.

Adjust your blueprint …

to adapt to the market, trends, technologies, customer demands, etc. Review quarterly. Every successful brand in the world is optimized regularly. Branding is an ongoing effort, not a one-time occurrence.

Use measurable tools to track prospect response.

Use online forms and phone logs to track responses from prospects. Capturing information via legitimate means allows you to re-market to this customer base and to see which forms, programs, tools, and salespeople are getting the best results.

Build a list.

Use online forms and phone logs to build an opt-in prospect list to serve as a powerful conversion tool. (See below.)

Re-market, re-market, re-market.

A customer may need to see a message more than five times to even notice it once! Keep your marketing efforts going … and going …

Don’t forget referrals!

Build a specific program to track, manage, and solicit referral business. We like e-mail campaigns and direct mail for this.

Up-selling!

Your existing customer base is your best source of more business. Develop a formidable plan to make sure your customers know what services you provide and that you keep your core and other related messages in front of your customers as often as possible. (It may take up to 10 forms of contact for a customer to identify with your brand) Remember, sell the benefits…not the service!

Use programs and tools to generate interest.

People like simplicity and packages, offers, and deals that are easy to understand and evaluate. By creating various packages or free tools for prospects to interact with, you can stimulate interest that may have waned otherwise.

Hit them from all angles!

It’s called shotgun marketing. A shotgun shell contains hundreds of tiny lead balls, increasing your chance of hitting a target. Marketing is much the same … the more media you use effectively, the better the chance that your message will be seen and remembered. There is no secret solution to marketing; it’s all about creating a total user experience across all platforms that projects your brand.

Use technologies and trends; they are your friends!

Using various technologies such as online bookings, reservations, response forms, PDF downloads, Blogging, Wikis, internal search engines, and newsfeeds can have a dramatic effect on your overall brand identity and on your marketing strategy in general.

Calls to action.

Calls to action are perhaps the most important aspect of marketing and advertising. After all, what good is any message or image if it doesn’t initiate an action that leads to a conversion? When developing a call to action, remember the four personality types and make use of available technologies to make compelling, interactive offers. You should have a unique call to action for each type of person who represents your customer base. For example … Visit www.intrigue-design.com to learn more about successful branding and to request a free evaluation of the effectiveness of your home pages.



By: Intrigue Design

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Gucci. Calvin Klein. Sony. Samsung. Mercedes Benz. Ford. The Body Shop. Maybelline. Brands. Brands. Brands. They say money makes the world go round. I say brands makes the world spin in its axis.

As a buyer, I will not deny that I am saving my money to buy the latest winter fur coat that Dolce & Gabbana will sell. I will spend the last cent until my credit card reaches its limit just to buy the latest iPods and mobile phones that BlackBerry and Apple will release in the market. But of course when there’s a Spring Sale at Macy’s, you can count me in and I’ll spend my current paycheck to buy that vintage-looking Christian Dior sunglasses that’s for 50% off.

People are all brand conscious, whether they like it or not. Brands is something very important because it speaks the quality of the commodity, or to the socialites they buy the product of that brand because of the mere fact that it is known to be expensive, whereas to others, these are the brands that they have to avoid because they do not have enough money to pay for it, or they can wait for the sales so they can use their cash cards or their credit cards to get it.

Brand marketing online. Do you have any idea how difficult it is to choose for a brand name? Giving a brand name to a product is as difficult as persuading someone to buy your product especially if it has not yet established a name in the industry. This is even harder if you are thinking of venturing into the world of Internet Marketing.

Brands are usually the first thing that a consumer checks and that is what he will easily remember. So apart from creating the best goods and having the best ideas on how to promote this product, it is also important to pick out the most exceptional brand name that will carry the company as long as it exists.

There are several tips that can be followed in creating a brand for your company. It is best that your company chooses a brand name that is unique, short, can easily be spelt out and can easily be remembered. People’s likes and dislikes are very outrageous. Perhaps, there will be some people who will think your brand name is so common, yet to others it is very surreal; there will be a number of people who might say the brand name that you chose is weird and doesn’t suit the product that you are trying to sell.

It is best that you consult other people’s opinion before you close your options on the brand name that you will baptize to the fruits of your labor.

Also give into consideration that not all people who uses the Internet has a mind similar to that of Einstein, so better choose a word or group of words that can easily be spelled and uttered at the same time. If you are not French and your product is not even close to being related to French people in any way, don’t use a French word or name for your product because it is very difficult to spell out and pronounce.

Aside from giving a brand name, remember that you are using the Internet to advertise and sell your product. You also have to have the best team who knows how to design your website artistically. You must create an incomparable domain name, logo, articles and a whole lot more that will attract your target market as well as other people who are just passing by your website.



By: Andrea Trivilegio

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