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Successful Branding? | Piece Of Cake

Let's first start off by defining "branding"...


If you're talking about logos, colours, and video intros, this message is NOT for you!


Branding is more than the way your business looks and sounds.

It's about culture.

It's about the feelings you generate in a person when they think of your products and services.

It's a promise - the assurance that choosing you means someone can expect ____.


Unfortunately, branding is not an exact science as, say, direct marketing.


But just because it's not as precise as DM, that doesn't mean there aren't ways to measure successful branding.


Personally, I believe successful branding works in 3 phases.


The first is brand recognition. The second, online advertising.

The third is brand marketing.



Brand Recognition


Think of "awareness". Or attention. And "findability".


The very first step to having a person feel a special way about your brand is for them to know you exist. And to be able to find you.


We accomplish these by first identifying our brand positioning.

  1. What's our Promise? What can they count on us to deliver? ex.: "If you want a great cheese pizza at a reasonable price, you want us!"

  2. What's our Delivery Method? How do we play on delivering the above-stated promise? ex.: "Freshly-made cheese pizzas made every hour... stop by for yours!"

  3. What are my prospects Problems? What are some reasons they might seek me out? ex.: "Hunger, boredom, status, budget-friendly meal, consistency, etc..."

  4. What are my prospects Desires? Based on problems they may be facing... ex.: "to feel full, to have fun, to be seen with the box, to be frugal, consistency, etc..."

  5. What are my prospects Fears? What are things they want to avoid when it comes to their Desires? ex.: "GMOs, to be let down or disappointed, to be ridiculed, to break the bank, not getting 'bang for buck', inconsistency, trying something new, etc..."

  6. What 'For' values do they have? What are some things they stand for - important to them? ex.: "freshness, natural, organic ingredients, enjoying life & the little things, the way others perceive them, reputation, smart with money, consistency, expectations, etc..."

  7. What 'Against' values do they have? What are things they are in opposition to? ex.: fillers & GMOs, synthetic ingredients, monotonous, boring situations, greedy, selfish people, slothfulness, taking advantage of others, frivolous, inconsistency, etc..."

This exercise is a fantastic starting point for generating brand recognition.

It is but ONE of FOUR steps we employ, and it's probably one of the most important.


Why?


Direction.


It's my opinion that only when we're deliberately precise can we truly connect with an audience of people. It's also my opinion that it's better to market to the smallest viable audiences, rather than the largest segments.


Answering the 7 questions above allows us to paint a clearer picture of those we seek to serve. It helps us create new products, services, or offers.

It helps us create the copy to market ourselves.

It helps us stay focused and not get distracted.

Focusing our attention on solving precise issues for a specific group of people allows us to stand out from the crowd oftentimes leading to brand loyalty and word-of-mouth advertising.



Online Advertising


Online advertising is one of the quickest and best ways to bring ideas, and innovations to the marketplace, and get honest feedback.


The problem is doing it correctly.

After all, advertising can't be an expense, it has to be easy, we don't want to feel like sleazy salespeople, and we want to experience big returns, otherwise 'what's the point', am I right?


Of a FOUR step process, the way to create inexpensive, easy-to-setup, honest, and profitable ads all starts with ATTENTION.


The ad itself, whether an image, video or plain text, has to capture attention and engage a person.


In my opinion, there's a quick way to do that.

Frank Kern calls it "the Callout Method".


"If you... Do you... Are you...?"


"If you have ___ and you want ___, click here, watch this, etc..." "Do you hate ___ and wish you could ___, then click here, watch this, etc..."

"Are you ___ or ___, and you want/need/hate ___, then (do this)"


Doing the following "calls out" (hence the name) to your ideal prospect and get's them to self-identify. You're no longer "pushing", and you're now "pulling".

Doing THIS alone helps you filter out your ideal prospect from a sea of people, makes you seem genuinely kind and approachable (not like a pushy salesman), and allows you to offer 'Results In Advance' (another Frank Kern term. What can I say.... the man's a genius. Seriously... Look him up!)


Brand Marketing


To me, "marketing" is the communication and interaction between people - verbal or not. Marketing can be your website or a physical brochure. It can be an e-mail or a text message.

It can even be the interaction between the server and their 'table'.


So brand marketing is the communication between our brand/promise/culture to an audience of individuals.


ONE of the THREE ways I like to market my brand is by creating a 'Cabbit'.


A cabbit is the combination of a cat and a rabbit. It's an idea I had a few years back, and it has stuck with me ever since. It was inspired by a book called "Purple Cow" by Seth Godin. In the book, Godin tells the story of a boy in the back seat of a car on a long road trip. The car drives by a field of cows. Amazed at the size of real, live bovine, the boy stands up and admires them. But pretty soon that gets boring. He realizes that once you've seen a cow, you've seen them all. What would be really interesting is if he saw a purple cow! That would be remarkable. That would be worth paying attention to. And even better, that would be worth talking about.


The point of the story is to do something remarkable. It's to create something worthwhile to some because being generic just to tend to the masses doesn't work anymore. We're too distracted, by an ever-growing amount of 'propaganda'.


At the beginning of this article, I mentioned brand recognition. I talked about focusing down on a person's wants, fears, for's and against's. That exercise allows us to find a specific assembly of humans with specific needs.


What can we create, or offer THESE people, that would fill THEIR specific needs?


That's your Cabbit.


It doesn't have to be grandiose. But it has to be for THEM specifically. It has to be of genuine servitude - and not another gimmicky ploy.


What small difference can you make to an existing product or service?


Caring this much increases the probability that you'll be better received, gathering attention and engagement.


Which means you'll be heard. Which means you'll increase your opt-in rates and conversions. Which means you'll 'grow your list' quicker.


Which means you'll have long-term customers.


Which means you'll be happier knowing people would miss you if you were gone. Seth Godin is another genius I look up to. His book Purple Cow was a game-changer for me and is definitely worth the $20 (or however much it goes for - I'd pay 10x that.)


Branding is more than the way your business looks and sounds.

It's about culture.

It's about the feelings you generate in a person when they think of your products and services.

It's a promise - the assurance that choosing you means someone can expect ____.


Successful branding is a piece of cake. :D


If you want help with any of this, please reach out by clicking here. Cheers!