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Tuesday, March 9, 2010

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Through the Editor’s Window
Feature

3 Key Drivers to a Strong and Memorable Brand Image

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Feature

3 Key Drivers to a Strong and Memorable Brand Image

by Laurie A Polinski

Let me get this straight; you show me ferns and you tell me you want to manage my finances?

Most entrepreneurs start a business based on a passion, a talent or a skill they have. They believe they have something that others can benefit from and will buy from them. The mistake most entrepreneurs make is to set up shop and go directly to the sales process, giving little or no thought to the most important piece of the business - marketing.

Let's face it, without marketing, your business has little chance of succeeding. You may start getting clients to work with, but eventually, you will find yourself struggling to find clients who want to buy what you have, and burn yourself out.

Actually, many entrepreneurs dip a toe in the water with their marketing by giving their business a name, coming up with a catchy tagline and getting an icon or clip art to put on their business card and website. Yes, done right, this is a piece of your marketing. So, what else is there, and how can you make marketing the piece that ensures your business success?

Recently, I was at a local networking event and one of the people in the group was allowed 5 minutes to get up and speak about her business. As she was speaking, I realized that I was having a hard time understanding what it was that she wanted to get across, and why I might want what she had to offer. And, I was not at all compelled to want to find out more about her or her product. That's not to say that there was anything wrong with her or what she said...... in fact it was more in what she didn't say.

I learned her name and her business name right away. That's always a good thing ~ however, believe it or not, neither really told me what she does.

So, here's tip #1: Having a business name or tagline that tells people what you want them to know and remember about you.

This is the beginning of getting your branding across. Putting all of your pieces together in a concise, clearly understood message so people remember what you want them to remember about you. Yes, you want them to like, trust and respect you, but more than that, you want them to know and remember what you can do for them.

If your name, business name or tag line doesn't clearly tell people who you are, what you do, how you uniquely help, and why they should choose you to spend their time and money with, then this needs your attention now! Typically, we have only 30 seconds to capture someone's attention. In those 30 seconds we want to be sure they walk away with what we want them to remember about us. Basically, what's in it for them?

Here's what you need to know to craft an effective tagline.

* What are the components of your overall marketing message that you want to highlight in your tagline?

* What do you most want clients to remember about you?

* What distinguishes you from others in your field?

* Make a list of words that you would want associated with your company or service; then

* Using those words, craft a basic tagline you could use for your company or service.

An effective tagline helps you clarify what makes you or your service special and enables you to sum up your "competitive advantage" in just a few words.

Next, this speaker handed out her brochure which was professionally printed, on nice cardstock. That's always a good thing ~ however, believe it or not, the picture on the cover was of a forest of fern plants. Is she a gardener? A botanist? A landscaper designer? No, she is a financial investment manager. I guess money is green and so are ferns and that's where that connection comes in???

So, here's tip #2: Your Brand Isn't Just a Logo, or the Colors You Use, or Your Business Name...... it is all of these things, and more, together. Everything must consistently give the one singular message you want people to remember about you. Money management / ferns; I still don't get the connection.

A company's logo, colors and the images it uses all serve to support and reinforce the brand identity. The more you reinforce the features of your brand identity, the more familiar people will become with it and the more likely they will be to do business with you repeatedly.

To strengthen your brand identity, be sure it is:

* Reflective of your company's promise, message and values. Your identity should be consistent with, and reinforce, your purpose and your core message to your customers.

* Consistent. Decide on an appropriate design, style, color scheme and tagline and use them consistently in all of your marketing and advertising materials.

* Used frequently and repeatedly. A brand identity works only if your audience becomes familiar with it by seeing it over and over again.

Your brand identity can be extremely valuable if done and used effectively. Do everything in your power to build a strong, well-regarded brand image and just about every aspect of building your business - especially the marketing piece - will be much easier.

Then, this speaker went on to tell the facts about her company and what she does. Actually at that point, I was disinterested because I already know someone who does what she does. In fact, there were 3 others in the room who do the same thing; one of them sitting right next to me! So, what would compel me to learn more about how she can help me, or to recommend her to someone else who may need her services? What does she do brilliantly well that the others don't? What makes her unique? What differentiates her from the rest? Perhaps it is that she grows ferns in her yard? I don't know, she never said that, but it's a guess on my part based on her brochure.

So, here's tip #3: Your Brand Identity is, or Should be, Unique to You.
That's why people choose you to work with over someone else in the same field. You must unearth your own brilliance and unique qualities so that you can make them part of your brand identity.

To create a strong brand identity, you must be clear on:

* Values. What are the values of your company? Your values is what helps your clients and prospective clients relate to you at a deeper, emotional level and creates brand trust and brand loyalty. Many people choose to spend their money and do business with companies that reflect the values they hold, or aspire to hold themselves.

Make a list of the values you want your company to reflect and be associated with.

* Core Message. What do you want clients or prospective clients to remember about you? What do you want them to think when they think about you or your services? Your core message is where it all comes together. Once you are clear on these things, you can create a concise summation of what you do, who you work with and what differentiates you.

Develop the core message for your company:

* What is unique about you or your business? What sets you apart from others in your field? What are your differentiators?

* What are the specific products or services, benefits or features of what you are selling?

* What is the promise you are making to your customers? What's in it for them?

Your core message, including your set of values, is what defines your brand. It's what you want customers to remember about you. When you have a strong, clear message, you're much better able to develop a strong connection with your customer base.

These are three key drivers which help to create a strong, memorable image and message for your business. You need to keep your core message in mind when you're developing your advertising, website, packaging and marketing materials (such as brochures, business card, catalog, etc). It must permeate every aspect of what you do and be the foundation of all your marketing activities.

The message that clients or potential clients get from you about your business is the key to success. It's imperative that you create the core message you want to send for your business or service. Without articulating your core message and consistent brand identity, it's impossible to develop an effective, meaningful marketing program.

Remember, if you don't create the message that you want people to "get" and remember about you, they will create their own.

-----

About the author:

Laurie Polinski coaches motivated and inspired entrepreneurs who are seriously ready to quickly move their business to the next level with authentic branding, reaching more of the right clients, and make more money doing what they love best. Are you ready? Spinning Gold Marketing http://spinninggoldmarketing.com

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