Does your brand have a communications strategy? Do you know the value of your brand? What kind of customer experience does your brand deliver?
Ok ,if you are done wiping the vomit from your chin after reading all of these new buzz terms, give me a second while I climb up on my branding soapbox and say…no matter how annoying over used words are, it does not make them any less important.
In fact, it’s quite the contrary.
You better know who you are. You better know what you stand for. And you must always be relevant to your customer while over delivering value with extraordinary content.
The Good Ole Days Of Lazy Branding Are Over
The good ole days of lazy branding strategies supported by massive media buys are over. Now hot stories are being generated by a couple of guys in lab coats blending iphones, seeing more than one rainbow, and tweeting Alyssa Milano from the shower in their towel.
If the younger generations even smell old school on your brand, it could be the kiss of death. They barely know who you are because they ignore TV and hate to be interrupted when they’re socializing.
Your Brand Better Bring It
You better find creative, fun ways to get their attention – and deliver a brand experience that’s doesn’t feel fake or “advertisey”. If you want to be the next ipad shown on Modern Family, or the Gap on Glee, you better be super cool and don’t barge in on them in the middle of dinner…uninvited is risky, unless you can make it worth their while in 3 seconds or less.
Authenticity is key, with transparency running a close, um well, tie.
Once again the guys at Branding Strategy Insider have done a great job of making the fundamentals sounds sexy again and have a great short list of 7 things you must stop doing if you want your brand to break through in 2011…
Brand Building as the Foundation
At the center of this work will be the concept of ‘brand’. Marketing has always been the means and method for building a strong brand. Marketers that do a good job of marketing get a brand. Those that don’t get a brand as well, but it isn’t a very good one. A strong brand is the reward for effective marketing, the prize. The benefits of a strong brand are well documented, in terms of customer perceptions and reputation, marketing efficiency and price premiums and profitability. All things being equal (and they usually are), the company with the strongest brand wins.
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