How to Develop Your Brand Tone of Voice to Increase Sales

May 28, 2017/0 Comments/in Brand Personality, Brand Profiling & Positioning, Brand Tone of Voice, Brand Voice, Branding, Communication /by Lorraine Carter

Bring to mind someone you love and know well. When they announce happy news, how do they do it?

It may be because of their personal brand type they give you the message as they bound into your home, all high-energy and dramatic, practically jumping up and down until you take the bait and ask them what they have to say. Or it could be they wait with calm, measured control until dinner is served, the family gathered at the table, before they quietly tell their news.

All people are different.

Each of us, according to our personality, convey messages differently. And it’s the same for brands and businesses. Each has it’s own personality and each delivers messages with a specific brand tone of voice.

The world’s best, most loved brands are those who have mastered brand tone of voice. The company’s personality shines through and it delivers messages in a tone that resonates with a specific group of people; their target audience.

In this article, we’ll take a look at what brand tone of voice is, how to develop it, and examples of companies who lead the way. A strong brand, with a strong tone of voice, will overtake its competitors and attract the right target audience. The result for the brand owner is increased sales.

What Is Brand Tone of Voice?

A brand’s voice is the personality it conveys, and which shines through in all it communicates. A brand’s tone of voice, is how the message is said. Online, brand tone of voice is the attitude of your content.

Right now, your brand already has a voice, as well as a tone of voice. The big question is this: what does your brand voice convey to your target audience?

For instance, does your brand say, “Thank you, Jeff!” or does it say, “Thanks, Jeff.”?

Things to consider for conveying tone of voice:

Is your brand more formal or casual?
On social media and in emails, do you use slang or emoticons?
Do you make up your own words, like “peeps” for “people”, or “delish” for “delicious”?
How does your brand use punctuation?
Do you use humour and if so, how?

Once you decide on the tone of voice you want to convey, through the brand profiling process, you need to do it consistently. If you have a team of people working with you, it can be especially difficult to keep your branding elements consistent.

In fact you will need to develop a brand style guide so you can manage and protect your valuable brand assets effectively. A comprehensive brand style guide will also help you avoid unintentional brand self sabotage or the dilution of your brand. In truth a brand can never have major impact or become very strong unless it is intentionally developed, managed and controlled using brand profiling and brand guidelines.

One company that does an exceptional job with their brand tone of voice is Mailchimp, an online email marketing and automation platform. To keep their brand consistent, they created a comprehensive style guide^[1]:

Image via MailChimp

Have a look at a screenshot of their YouTube videos – you can see just by the video images on their channel page, that their brand style guide works beautifully to keep their branding consistent:

Image via MailChimp

Watch one of Mailchimp’s videos to get their full brand tone of voice experience:

What is your brand tone of voice telling people about who you are, and does it resonate with your target audience?

Related: Use Humour in Branding to Create Strong Emotional Bonds so You Increase Sales

Your Brand Tone of Voice Must Speak to Your Target Customer

Every business – including B2B’s – sell to people. It’s the people in companies who make decisions. The solutions you provide cater to a certain group of people or companies.

Before your business builds a branding strategy, it would need to create purchaser personas, fictional characters who embody and fully represent your ideal customer.

All branding should be built on the target customer at its core because you can’t effectively sell to people you don’t understand. You have to speak their language: what keeps them up at night? What are the problems they have that you can solve? What do they love? And so on.

Every business has a minimum of between two to twenty different ‘Purchase Personas’ so it’s essential you identify and map out each of your different customer types because you need to understand your target audience; their needs, wants, loves, hates and aspirations intimately, in order to maximize your brand strategy impact.

In fact, this exercise is one of the key elements in our brand building programme called the Personality Profile Performer™. As you map out each of your different customer types using the ‘Purchaser Personas’ system, the outputs provide the critical insights and direction for how your brand tone of voice is built to speak to your customers on their terms so they find your message compelling — winning their hearts and minds on their terms — so you can grow your business. The course also takes you through all the critical steps you need to build your brand tone of voice. You can watch a free course preview here.

Develop Your Brand Tone of Voice Using The Personality Profile Performer™ Programme with Lorraine Carter

Alternatively if you want in-person professional direction and expert consulting support to build your brand and would like to discuss working with us then drop us a line to [email protected] or give us a call T: +353 1 8322724 (GMT hours 9:00-17:00). We’d be thrilled to chat with you.

The Ritz-Carlton Hotel^[2] is a case in point. In 2015, they launched their new brand voice; their goal being to create a refreshed, relevant voice that firmly positioned the hotel in the luxury top tier.

Related: Luxury Branding: How to Establish or Re-Position Your High-End Brand

To this effect, they used consumer insights on their target audience, getting feedback from more than 3000 “luxury” customers around the world.

Video via: Ritz-Carlton Hotel

Is your brand tone of voice resonating with your target audience?

Related: Brand Voice: Differentiating Through Your Own Brand Language and Attitude

Brand Tone of Voice and Word Style

Words impact your brand’s tone of voice, message style and personality in every single piece of communication, whether offline or online, whether it’s your HR department putting recruitment adverts in newspapers, the emails your employees send out, mobile text messages, frontline call centre language and phone scripts, social media responses, flyers, business cards, blog articles and so on.

Everything the public can see about your business is a message you’re sending out.

This message can either help or harm your reputation, so it has to be carefully crafted.

Related: Brand Crisis – How to Manage, Survive and Thrive

A brilliant example of brand word styles is provided by Donald Trump in his fight for presidency in 2016. In this next video, we take a look at the difference between the Donald Trump and the Russell Brand brands.

While Trump uses small, common, simple words, Brand uses uncommon, more complicated, sophisticated words. The way they speak is not by accident, but rather by design. Trump understands that shorter, simpler words are understood by a larger number of people while longer, less common words may carry more precision to a specific audience profile:

Video by Charisma on Command

Now unlike Donald Trump who made his billions long before he became the US president, Pat Flynn^[3] is a well-known and respected online marketer who started his business ventures from nothing. In fact, in 2008 he was laid off from his job and forced to make a living doing something he knew nothing about: online marketing.

Related: What Brands Can Learn From Political Campaigns

In a world of sometimes less than honourable, online scams, Flynn brands himself as an ethical marketer. As such, he is open about his family and his life. To back up his “ethical-ity”, on the home page of his website, he’s given prominence to his monthly earnings. When the visitor clicks on it, they can choose to view monthly income reports.

Image via Smart Passive Income

Watch for the words and tone of voice Flynn uses in one of his videos:

Video by: Smart Passive Income

Flynn portrays himself as a humble, transparent family man who cares about his customers and visitors alike, whose principled and who can be trusted. This ultimately leads to increased sales; that’s the power of his brand’s tone of voice.

Whether your business is small, medium or a large conglomerate, your brand is sending out messages via the words it uses and how it behaves through its personality.

Brand Tone of Voice in Social Media

If your brand is participating on social media platforms, you are sending out messages to the public at large, and to potential prospects.

Unfortunately, because social media marketing is still in its relative infancy, many businesses just don’t get it right, and small to medium sized companies have a real struggle to understand and use social media to optimize their earnings.

But one small company has mastered social media tone of voice, and that is MOZ, an SEO consulting company with a staff complement of less than 150.

MOZ has a heavy online presence and is beloved by the SEO community. Why? The content they produce is clever, bright and fun. SEO being a very complex and sometimes technical topic, part of their brand standard is to make information simple to understand, even for the complete newbie.

In the MOZ style guide^[4], they are specific about their brand tone of voice, and it is reflected in all the content they produce, whether published on their website, or uploaded to social media:

MOZ is clear about their brand tone of voice, and it is reflected in all their content.

Image via Moz

Related: Personality Matters, Bring Your Brand to Life to Grow Your Profits

In the next example, you can see the MOZ brand tone of voice in action on their Facebook page:

Image via MOZ Facebook page

Each blog post they upload as a Facebook status, includes a helpful summary, and the images they create are customized, fun and eye catching:

Image via MOZ Facebook page

All the images MOZ uses for their content are specially designed and eye catching, like this one.

No matter how much interaction you currently create on social media, brand tone of voice is essential to convey the right message, to the specific group of people you are targeting — your ideal ‘Purchaser Personas’ — if you want to increase your sales.

Related: Social Branding: The New Rules for Brand Success on Social Media

Summary

Your brand’s tone of voice acts like a magnet to attract the right people, your ideal customers, so you can increase your sales.

To be effective, your brand voice needs to speak to your specific target audience, not to everybody. Words play a huge part in brand personality, and your word style needs to be carefully constructed using brand profiling and then rolled out through the company as part of your brand strategy with absolute consistency. Remember consistency engenders trust and people, customers, only buy from people — brands they know, like and trust.

Your brand tone style guide needs to include social media content and the formulation of responses to messages.

Questions To Consider in Your Brand Tone of Voice

What is your current tone of voice conveying to customers and prospects?
What does your tone of voice say about what you stand for and who you are?
Do you need to re-evaluate your brand tone of voice or perhaps give it a brand refresh?
Does your tone of voice resonate with the people who matter most; your ideal target customers?

Does your brand tone of voice need a health check? Start your brand audit here.

Related: Rebranding: 15 Do’s and Don’ts for Brand Success

^[1] http://styleguide.mailchimp.com/voice-and-tone/

^[2] http://www.ritzcarlton.com/

^[3] https://www.smartpassiveincome.com/about/

^[4] https://ux.moz.com/guides/voice-tone/

Brand Stories: 5 Compelling Examples That Sell Themselves (Part 2)

November 15, 2016/0 Comments/in Brand Recall, Brand Story, Brand Strategy, Branding, Branding Masterclass, Branding Mastermind /by Lorraine Carter

(see Part 1 here)

“Exactly how do I tell my brand’s story?” is one of the most frequently asked questions we receive. Simply start at the beginning and consider the following guides as you draft out the core ingredients of your brand story:

Do: Tell a story
Don’t: Fudge the facts
Do: Use visuals and photos
Don’t: Use copyrighted photography
Do: Use numbers
Don’t: Write a novel
Do: Show your brand’s personality^[1]

If you’re struggling with writing the heart of your compelling brand story so it’s shared time and time again by word-of-mouth then the Persona Brand Building Blueprint™ Mastermind is the perfect fit for you. There are ten key areas we focus on during this two day brand building intensive all of which are fully immersive and strategic in nature. Your brand story is one of the core areas of immersion.

If you want to transform your brand and increase your sales then this two day intensive shared with a small group of like-minded peers is a must for you so you can take your brand further, faster.

More information and registration for the Persona Brand Building Blueprint™ Mastermind can be found here.

The Small Business Brand Advantage

Small businesses are at an advantage. Everyone can identify with an authentic, personal story in a way that big brands cannot achieve. We commonly see these kind of ‘About Us’ write-ups on the websites of SME’s, and they’re just about right.

Image via Emerald Auto and Brake and Vertical Response

Small to medium-sized businesses can also tell a brief personal story about each employee, another opportunity to claim real estate on the web, to create pride among staff, to introduce ice-breakers for clients, and to humanize the brand — an opportunity not to be overlooked.

Image via Marker Real Estate

In part one of this blog title, we introduced 5 exceptional big brand storytelling examples: Airbnb, Amazon, Dollar Shave Club, Facebook, and Guinness. Part two takes a look at five more brands that have hit the nail on the head and discusses universal takeaways for marketers of brands, no matter what size.

Brand: Harry Potter

Backstory:

Author JK Rowling’s own story is one of rags to riches, from living on state benefits, catapulted to multi-millionaire status within five years. The book grew into a series, the series became blockbuster films, and then came the theme parks and global entertainment franchising…some real magic indeed.

Problem:

Literacy. James Thomas, professor of English at Pepperdine University, says the books do more than entertain. “They’ve made millions of kids smarter, more sensitive, certainly more literate…I don’t know of any books to have worked that kind of magic on so many millions of readers in so short a time in the history of publications.”^[2]

Solution:

Perfect timing, perfect emotional connection. “Harry Potter and the Philosopher’s Stone,” released in the UK in June 1997, was the first book in decades that schoolboys (including those who weren’t avid readers) just couldn’t put down. At that time, the internet was dial-up, Google wasn’t yet founded, and Nintendo 64 had only just hit the shelves. The thriller storyline of Harry Potter books delivered addicting fantasy adventure in large, un-Disney, doses.

Image via JK Rowling

Success:

The Harry Potter brand is worth $25 billion. The movies grossed $7.7 billion worldwide and the best-selling series of books in history, translated into 73 languages, have made just as much. J.K. Rowling has been named the world’s richest author, with a net worth of $1 billion.^[3]

Image via Money Magazine

Takeaway:

Start small, be patient, persevere. Bloomsbury offered JK Rowling $2,250 and agreed to print 1,000 books after she’d been turned down by many other publishers.

Brand: SoulCycle

Backstory:

A decade ago, SoulCycle was a boot-strapped startup by two mothers who met over lunch and decided there was a hole in the market for fitness classes that didn’t require a gym membership.

Problem:

Gyms are everywhere. Why would anyone need another fitness centre chain that only offers 45-minute cycling classes? Or, is a no-membership fee model enough to carve out success?

Image via SoulCycle

Solution:

Imagine a darkened room lit by candles scented of citrus, rows of stationary bikes, deafening music pumping away, a good-looking, fit, inspirational instructor urging you to spin faster in your special shoes clipped onto the pedals of a yellow bike with wheels decorated like a lemon. That’s SoulCycle…it’s meant to go beyond a workout — to be good for your body and nourish your soul. It’s as much a cult as a class, thanks to a deeply loyal following that’s sprinkled with celebrities.

Image via SoulCycle

Success:

A leader in the luxury exercise trend. Nearly 70 prime studio locations in 11 states, concentrated in New York City and California, which accounted for 97 percent of the $112 million in revenue in 2014, 50 percent higher than the year prior.^[4] Equinox purchased a majority stake of 97 percent and the two founders walked away with $90 million each.

Image via Racked and SoulCycle

Takeaway:

Relate to a niche audience and put a spin (pun intended) on a core product. Wearing the tagline, “Aspirational lifestyle brand,”^[5] SoulCycle markets itself as “the place people come, regardless of their age, athletic ability, size, shape, profession or personality, to connect with their best selves.”^[6] In 2016, Fast Company placed SoulCycle on its list of the World’s 50 Most Innovative Companies.^[7]

Brand: Spanx

Backstory:

“Spanx founder Sara Blakely was getting ready for a party when she realized she didn’t have the right undergarment to provide a smooth look under white trousers. Armed with scissors and sheer genius, she cut the feet off her control top pantyhose and the Spanx revolution began.”^[8]

Problem:

Eliminating VPL (visible panty line) and offering an alternative to uncomfortable body shapers.

Image via Spanx

Solution:

Armed with $5,000, a focus on solving wardrobe woes, and a brand persona (meet Sunny) to make the packaging stand out, the Spanx brand has grown to offer dozens of products including leggings, bras, maternity shapewear, a men’s line and more.

Success:

Meet America’s youngest female self-made billionaire. With annual sales of $400 million-plus^[9], Sara Blakely’s nonprofit foundation has contributed $24 million to women’s causes.

Image via Spanx

Takeaway:

On the pages of a trusty spiral notebook, the kind where her first scribbles and notes appeared in 2000, Sarah Blakely keeps the narrative going with “Years of Great Rears” published on the Spanx website.

Brand: Uber

Backstory:

The app-based car service was hatched pretty much on the back of the napkin, according to Travis Kalanick, co-founder of Uber. The co-founders were a couple of serial entrepreneurs hanging out together after hours during a tech conference in Paris.^[10]

Problem:

People want reliable, affordable, fast door-to-door taxi service. San Francisco had a notoriously lousy taxi service, where Uber was launched as an experiment in 2010 following a three-car trial in Manhattan.

Solution:

One long-time user explains the Uber lifestyle thinking:^[11]

They realized they’re not a transportation company, but a logistics company to dispatch things to people who want them. Usually it’s cars, but sometimes it’s ice cream, a mariachi band, or even kittens from shelters.
If you can do it in San Francisco, you can do it in New York, Los Angeles, Chicago, Sydney, Paris, and anywhere in between.
Since a lot of people use the service not because of how good it is, but how bad taxis are let’s make a cheaper option.

Plus, you don’t need cash. You just hop out.

Image via Uber

Success:

Uber is one of the world’s fast-growing companies. Currently valued at $63 billion, Uber operates in 527 cities in 77 countries.^[12] However, like Airbnb, another giant industry disruptor, the area in which Uber struggles is regulatory; there is room for improvement in their storytelling.

Takeaway:

Kalanick says, “Transportation should be like running water and we want to make that happen absolutely everywhere, for everyone.”^[13] Make sure your brand has clearly identified its core message and crafted a story to tell it well. Furthermore, keep the narrative up-to-date if and when external factors impact it.

Brand: Warby Parker

Backstory:

One of four co-founders from Wharton Business School, Neil Blumenthal, explains the idea came when a friend left a $700 pair of glasses in an airline seat pocket. Having seen how cheap glasses are made in Asia at the same factory that made the expensive ones, Blumenthal imagined a lifestyle brand that addresses price, style and the need for an optometrist visit.^[14]

Image via Warby Parker

Problem:

As a technology that had been around for about 800 years, modern eyeglasses were needlessly expensive. Why? Because the industry was monopolized by one giant company. Warby Parker says everybody has a right to corrective lenses that are fun, free, and affordable.

Solution:

Warby Parker transformed the eyeglasses industry by designing in-house, selling direct-to-consumer to avoid retail markups and offering a free try-on at home service by mail. In addition, CSR is also at the heart of this brand story, for every pair of frames sold one pair is distributed to someone in need. So, “Buy a pair, give a pair.”

Image via Warby Parker

Success:

Eyeglasses for $95 was a groundbreaking proposition and an overnight success. Word-of-mouth took off (15 percent of the population wears glasses). Warby Parker now has 42 locations in North America in addition to e-commerce; the company founded in 2010 was valued at $1.2 billion in 2015.^[15]

Takeaway:

Every brand idea starts with a problem. Express yours in plain language, such as this: “We believe that buying glasses should be easy and fun. It should leave you happy and good-looking, with money in your pocket. We also believe that everyone has the right to see.”

Want to write your compelling brand story? Want to attract your ideal customers so you can sell your brand way more effectively? The Persona Brand Building Blueprint™ Mastermind is the perfect fit for you. There are ten key areas of immersion we focus on during this two day brand building intensive, one of which is your brand story. You work on your brand over the two days with our direction so you can seriously accelerate your growth.

If you want to transform your brand and increase your sales then this two day intensive shared with a small group of like-minded peers is a must for you so you can take your brand further, faster.

More information and registration for the Persona Brand Building Blueprint™ Mastermind can be found here.

Six Questions For Brand Owner Managers to Consider About Brand Storytelling

Have your defined your brand’s story and found a compelling way to share it with your customers and potential customers?
Does your brand story present and solve a unique problem?
Is your story told in an authentic human voice rather than a corporate one?
Is there an emotional connection in your brand storytelling?
Does your brand story have a beginning, middle and an end? Lastly, is there a call to action?
Have you considered getting input from your customers to help you determine your brand messaging? Their feedback can help you clarify and define the voice behind your company.

^[1] http://www.verticalresponse.com/blog/7-dos-and-donts-for-writing-your-companys-story

^[2] http://content.time.com/time/specials/2007/personoftheyear/article/0,28804,1690753_1695388_1695436,00.html

^[3] http://time.com/money/4279432/billion-dollar-spell-harry-potter

^[4] http://www.dailymail.co.uk/news/article-3531018/SoulCycle-founders-resign-company-year-making-90-million-selling-Equinox.html

^[5] http://www.latimes.com/business/la-fi-soulcycle-ipo-20150731-story.html

^[6] ^{http://www.nytimes.com/2015/08/09/upshot/soulcycle-you-say-cult-i-say-loyal-customer-base.html?_r=1}

^[7] ^{https://www.fastcompany.com/most-innovative-companies}

^[8] http://www.spanx.com/about-us

^[9] http://www.philly.com/philly/business/20161011_Reuters_tagreuterscom2016newsmlMT1VRT1201884257_Spanx_Founder_Sara_Blakely_Gives_Back_to_Empower_Women__Small_Businesses.html

^[10] https://newsroom.uber.com/ubers-founding

^[11] https://www.quora.com/What-is-the-story-behind-the-creation-of-Uber

^[12] http://uberestimator.com/cities

^[13] https://www.marketingweek.com/2015/09/17/uber-ceo-we-need-to-get-better-at-telling-our-story

^[14] https://techcrunch.com/2013/05/07/the-three-things-warby-parker-did-to-launch-a-successful-lifestyle-brand

^[15] http://www.forbes.com/sites/stevedenning/2016/03/23/whats-behind-warby-parkers-success/#7d24b3406395

Brand Stories: 5 Compelling Examples That Sell Themselves

November 8, 2016/0 Comments/in Brand Story, Brand Strategy, Brand Voice, Branding, Branding Mastermind /by Lorraine Carter

Part 1. (see Part 2 here)

Once upon a time, there was a brand that told its very own compelling story. It had a beginning, a middle and an end. It was the story of how it adds value to people’s lives, how it uniquely solves a problem, how it authentically reaches people, builds an emotional connection with them and gains their trust.

“It makes “selling” a whole lot easier when your customers actually understand what they’re buying.” (And why). – Kelly Lucente, author

In fact, that’s what all good brand stories do, from “Goldilocks and the Three Bears” to iconic brands like Apple and Virgin Group.

Beginning: Problem. Explain the problem that you set out to solve.
Middle: Solution. Describe how you solved it.
End: Success. Get excited about the success this produced.^[1]

“It’s not that I’m so smart, it’s just that I stay with problems longer.” – Albert Einstein

It’s no coincidence that some of the world’s most powerful brands are ones that have successfully told their brand stories in a relatable human, non-corporate way so that customers embrace it and are keen to continue sharing that story via world of mouth.

Image via Gapingvoid, © Hugh MacLeod

“A story is how we construct our experiences. At the very simplest, it can be: ‘He/she was born, lived, died.’ Probably that is the template of our stories – a beginning, middle, and end. This structure is in our minds.” – Doris Lessing, author

Here we take a closer look at 5 great brand story case studies to see who nailed it, how, and why. SMEs / SMBs can successfully apply many of the universal lessons learned here to smaller brands. The key learning for a company of any size is to remain sharply in focus on: “What are we for? What problem do we solve?”

5 Great Brand Stories that Sell Themselves

Brand: Airbnb

Backstory:

“In fact, by conventional wisdom, it seems like a pretty dumb idea. Who would want to rent spare rooms to strangers from strange cities in their homes? And would you rent a room in someone’s house, instead of a hotel?” in 2011, the technology journalist Om Malik probed for answers to such basic sharing economy questions as he interviewed Brian Chesky, CEO and founder of Airbnb.

Problem:

A housing problem occurs when cities sell out during high demand periods. The idea came to Chesky and his college buddy who had a couple of air mattresses to rent out when conventions put too much demand on hotels in San Francisco. That grew to the idea of booking a room anywhere for as short as one night.

Solution:

“Live like a local,” is the Airbnb story for this online service that matches people seeking vacation rentals and other short term accommodation needs with hosts who have rooms, apartments, houses or other unique spaces to rent.

Image via Airbnb

Success:

Airbnb caught the wave of both the sharing economy and online commerce. In 2016, Airbnb grew at a faster rate than the entire hotel industry, offering 2.3 million housing units in its inventory.^[2] The 8-year-old company has a valuation of $30 billion.^[3]

Takeaway:

Classic design approach. Think through the customer experience, even before they arrive. “Become the patient is a core value,” says Joe Gebbia, Co-founder Airbnb.^[4]

Brand: Amazon

Backstory:

Customer-driven Amazon.com sold its first book online in 1995, and since then has defined and redefined online retailing for the rest of the Internet retail world.^[5] Amazon’s mission statement reads: “Our vision is to be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.”^[6]

Problem:

Electronic shopping looks to fill the void of shopping by catalogue as the popularity of the internet explodes.

Solution:

Working from in his Bellevue, WA garage in 1995, Jeff Bezos identified five products to sell online: CDs and videos, computer hardware and software, and books. Beginning with books, Bezos focused his new avenue for commerce on the web on search, the customer experience and fast delivery.

Image via Amazon

Success:

One of the top five U.S. companies^[7], Amazon attracts over 140 million customers per month to its US website as of late 2016.^[8] With 36 sub-brands in 13 countries, in 2015, Amazon became the nation’s most valuable retailer. ^[9]

Takeaway:

Experiment, measure, experiment, measure…repeat. “If you double the number of experiments you do per year you’re going to double your inventiveness.” – Jeff Bezos, Amazon Founder and CEO.

Brand: Dollar Shave Club

Backstory:

In 2012, Co-founder Michael Dubin personally introduced his product in a humorous video produced for only $4500, which launched on YouTube and went viral. Nearly 24 million views later, see how well the video lays out the problem and the solution.

Problem:

Razor blades are way too expensive. They’re loaded up with unnecessary technology, locked away on the shopfront floor, and carry too much costly packaging and advertising overhead.

Solution:

“Shave time, shave money.” A low-priced, convenient, internet-based subscription model mails razors right to the customer’s door, disrupting giant retailers in the men’s shave market.

Image via Dollar Shave Club

Success:

In year one, Dollar Shave Club did $4 million in sales. Year two was $19 million and year three was $65 million.^[10] In 2016, Unilever purchased Dollar Shave Club for $1 billion to challenge Procter & Gamble’s Gillette, the market leader.

Takeaway:

A message for challenger brands: “One category after another is being transformed by new brands as consumers demand more personalized offerings.”^[11]

Brand: Facebook

Backstory:

Founded in 2004, Facebook’s mission was to give people the power to share, to make the world more open and connected through friends and family, to discover what’s going on in the world, and to share and express what matters to them.

Problem:

Facebook is about to reach its teen years. How can the blistering pace of growth to 1.59 billion users be sustained?

Image via TechCrunch

Solution:

Although Facebook is hitting saturation in some markets, there’s room to grow in many developing countries. In 2016, Mark Zuckerberg expressed his vision for Facebook’s future at the annual developer’s conference: “Over the long run, we’re building planes and satellites to connect everyone to the internet; artificial intelligence to help us interact with services more easily; and virtual reality to help us experience the world in a totally new way.”

Image via TechCrunch

Success:

There are another 900 million users on WhatsApp, 800 million on Messenger, 400 million on Instagram, all Facebook properties. Revenue generated from mobile ads jumped 80 percent in the second quarter, faster than Facebook’s overall 59 percent advertising growth rate.^[12]

Takeaway:

Listen to Mark Zuckerberg talk about the low points in Facebook’s young life. Learn. Evolve. Grow. Rebrand.

Brand: Guinness

Backstory:

“How does a local brand from a small country resonate around the world? How does a brand become inherently part of a nation’s DNA? How does a brand instil pride in it’s country people even though not everyone wants to drink it?…I love the brand, not the product. Walk through the city centre in Dublin any morning, any day of the week and you’ll experience the smell of Dublin, barley roasting in the Guinness Brewery at St James’s Gate, where Guinness has been for over 250 years. You can smell it all over the city. It defines the city.”^[13]

Problem:

1759 was a long time ago. The brand has a devout cult following. But it also has a corporate owner. How can Guinness connect with each new generation? Can the brand stay young, fresh, innovative? Can Guinness shore up sales as small craft brews gain in popularity?

Solution:

“Our Story” figures prominently on the Guinness website. With a 90-second ad, Guinness turns the problem into a solution by positioning themselves as legendary, almost mythical. The video takes us behind the brewery gates for an inside look. “We’re only 255 years into a 9,000-year lease,” Irish actor Cillian Murphy says in a lilting voiceover. “We have a lot more beer to make.”

Image via Guinness

Success:

Guinness defines the category and remains the top producer of stout on the planet. One of only a few truly global beer brands, Guinness sells over 2 billion pints every year in over 150 countries.

Takeaway:

Deliver a sense of place for your brand by sharing the insider’s story. “Our greatest work is yet to come,” provides a sense of anticipation…watch this space, it suggests, allowing customers to peek at tomorrow.

https://www.youtube.com/watch?v=_nXEDZ4Ru2I

De-Mystify the Black Art of Branding

Successful brands stand out by telling great stories. To earn a strong and positive position in the minds of your customers, your message must be both simple and focused. What takeaways, tips, questions, checklists, insights, and facts can you take from these compelling brand stories and apply to your brand?

If you’re struggling with writing and choosing the golden nuggets of your compelling brand story then the Persona Brand Building Blueprint™ Mastermind is the perfect fit for you. You see, there are ten key areas we focus on during this two day brand building intensive all of which are fully immersive and strategic in nature. Your brand story is one of the core areas of immersion.

More information and registration for the Persona Brand Building Blueprint™ Mastermind can be found here.

Six Questions For SMEs / SMBs to Consider About Brand Stories

Have your defined your brand’s story and found a compelling way to share it with your customers and potential customers?
Does your brand story present and solve a unique problem?
Is your story told in an authentic human voice rather than a corporate one?
Is there an emotional connection in your brand storytelling?
Does your brand story have a beginning, middle and an end? Lastly, is there a call to action?
Have you considered getting input from your customers to help you determine your brand messaging? Their feedback can help you clarify and define the voice behind your company.

^[1] https://blog.kissmetrics.com/create-authentic-brand-story

^[2] http://archives.sfweekly.com/thesnitch/2016/05/25/airbnbs-enormous-success-is-bigger-than-you-think

^[3] http://www.wsj.com/articles/airbnb-raises-850-million-at-30-billion-valuation-1474569670

^[4] http://firstround.com/review/How-design-thinking-transformed-Airbnb-from-failing-startup-to-billion-dollar-business

^[5] https://www.thebalance.com/amazon-mission-statement-4068548

^[6] http://www.fundinguniverse.com/company-histories/amazon-com-inc-history

^[7] http://www.cnbc.com/2016/09/23/amazon-climbs-into-list-of-top-five-largest-us-stocks-by-market-cap.html

^[8] https://siteanalytics.compete.com/amazon.com/#.WBva-2QrJdg

^[9] http://www.nytimes.com/2015/08/16/technology/inside-amazon-wrestling-big-ideas-in-a-bruising-workplace.html?_r=0

^[10] http://fortune.com/2015/03/10/dollar-shave-club-founding

^[11] https://techcrunch.com/2016/07/22/why-did-unilever-pay-1b-for-dollar-shave-club

^[12] http://www.wsj.com/articles/facebook-posts-strong-profit-and-revenue-growth-1469650289

^[13] http://www.trulydeeply.com.au/brand-identity/guinness-art-brand-storytelling

Brand Crisis – How to Manage, Survive and Thrive

September 13, 2016/0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Crisis, Brand Failures, Brand Health Check, Brand Relaunch, Brand Reputation, Brand Revitalisation, Brand Risk Management, Brand Risk Mitigation, Brand Strategy, Brand Values, Branding, Customer Engagement, Entrepreneur, Rebranding, Situation Analysis /by Lorraine Carter

The one thing every brand product or service can count on is that there is a brand crisis in your future. No brand is immune. And, because bad news travels fast (faster than ever, due to social media), time is of the essence.

When do you have a brand crisis on your hands? Whenever there are “unexpected events that threaten a brand’s perceived ability to deliver expected benefits, thereby weakening brand equity.” ^[1]

It’s a Brand Crisis: First Things First

Step 1: Damage Control

Whether Mother Nature or manmade forces are at work, it’s critical that no matter how robust a brand you have built, you do have a “just-in-case” plan on the Public Relations shelf. A crisis management professional will guide you on the immediate essential steps and basic principles^[2] of crisis management, and importantly, on your specific scenario.

From the very first moment that a sudden event, a mistake, or a piece of news impacts a brand negatively, savvy brand managers need to know:

what to do first
what never to say to the media
how to prioritize
what social media tactics are best

Step 2: Assessing the Brand Damage

According to the Financial Times, “When a brand crisis breaks out, consumers and other stakeholders (e.g., shareholders, the media, regulators) are likely to raise questions about the affected brand and why the crisis happened such as: who is to blame? Is the event likely to happen again? Is it true? What does the crisis signal about the brand?”^[3]

When the frenzy begins to abate, your brand requires large amounts of tender loving care. The central question to be answered relates to the prognosis and timing for recovery. That is, brand owners and managers need to analyze both the short-term and long-term effects of the damage caused by the crisis for complete, cool-headed consideration.

Step 3: Short-Term Brand Damage

Assuming no loss of life or property, your short-term considerations are typically:

sales
consumer confidence
an attack mounted by opportunist challenger brand(s).

Therefore, the task is to recover revenue, earn consumers’ trust, and deal with competitors in the right way.

A silver lining comes from gaining positive lessons learned from a negative experience…it’s never more important than when one’s “dirty laundry” has been on display for all to observe.

Nevertheless, a brand audit followed by a refresh or re-branding may very well be in order at this critical moment.

After the Brand Crisis: Getting Back to Normal

Step 4: Long-Term Brand Damage

A crisis is a harsh teacher and requires cool heads to respond rationally to an irrational situation. Ultimately, every crisis has a resolution.

How a brand deals with a crisis during the short-term damage control step will have a lasting effect on its reputation in the long-term, where it matters most. Indeed, that behaviour becomes a benchmark for the brand as conversations in the public sphere revolve around the brand’s handling of the event.

Because every situation is different, it’s impossible to say how long after the initial crisis occurs that step 4 will begin. It could be days, weeks, or months. Experts agree, “The scale and duration of this impact depends on a number of factors, including a brand’s track record and established consumer goodwill, as well as how quickly brand custodians respond to the crisis.” ^[4]

If you need to evaluate your brand’s vulnerabilities, weak points and areas in need of change then now is the time to use the Auditing Analysis Accelerator™. It’s an online programme that walks you through, step-by-step, the process of giving your brand an audit. A critical management tool in every brand owners arsenal.

Step 5: The Problem Gets Fixed

In a widely shared 2005 op-ed published by the Wall Street Journal^[5] following the devastating Hurricane Katrina, the former chairman of General Electric presented his thought leadership memo about the five stages of a crisis. According to Jack Welch, the fifth and final stage in crisis management is when the problem gets fixed.

A benefit derived from a crisis is that it lets us know where things are broken and can help us to identify solutions so that future similar crises may be avoided. But this benefit applies only if we take the appropriate steps to learn those lessons and to apply that wisdom to our brand.

It’s mandatory to undertake the post-crisis approach strategically. In the words of Jawaharlal Nehru, statesman of India, “Every little thing counts in a crisis.”

What Now For My Brand?

As a branding expert, Persona Design can provide insights and advice about getting your brand back to ship-shape by determining:

Whether the original brand strategy needs adjustment
How to create a new brand promise
To what extent the brand can recover
Whether a brand refresh is appropriate
Does the brand need repositioning?
Whether a re-branding is required
What a re-branding should look like

This process begins with a detailed brand audit focused on recovery. This procedure determines your brand’s market position versus competitors, identifies where brand strengths and weaknesses lie, reveals inconsistencies and opportunities for improvement, and flags new developments.

Option 1: A Brand Refresh

In the wake of a crisis, a refreshed brand must create and clearly communicate new company values.

Option 2: A Re-branding

A brand audit will determine whether the brand can survive. Some brands, including large ones like Arthur Andersen (now Accenture), cannot survive a deep crisis.

Calculated and deliberate brand re-building to repair brand reputation is not a frivolous process. It requires a serious and thoughtful strategy based on customer perception, behaviour and values.

Let’s look at five types of crises that commonly occur in a small-to-mid-sized company and use illustrations found within larger corporations. Note that the strength of a brand image will mitigate damage in crisis aftermath, with smaller brands being more vulnerable than these household names.

A Bump in the Road for Brands

1. Product Failures

As a small-to-medium retailer, you can be caught up in a failed product originating with one of your suppliers. It’s a costly headache for retail management having to refund customers’ money, give them replacements, deal with the supplier, while hoping the problem doesn’t get any worse or rub off on your own brand. When a product failure occurs, you may benefit from professional brand reputation management.

Example: Due to six fatal incidents, millions of unstable dresser units have been recalled by IKEA^[6], which is responsible for their own supply chain as manufacturer and reseller. This product recall is one of 17 for IKEA in 2015 through mid-2016.^[7]

IKEA Malm dressers (IKEA Corporate News website)

Result: Surveys indicates that the world’s largest furniture retailer’s reputation is hit hard, but the brand will survive, according to experts like Stephan Shakespeare, founder and CEO of YouGov, who writes in July 2016, “The good news is that IKEA’s overall Value Score remains relatively untroubled – in the UK at least. While this remains the case, IKEA can be assured its offering will continue to be popular…IKEA should be thankful that it has such a strong brand image, and indeed one that people around the world have a connection and loyalty to.”^[8]

Image via Buzz Score (YouGov)

2. Brand Embarrassment

Keep your clearly defined brand values front and centre in the mind of the customer. If something embarrassing does occur, seek advice from a professional branding agency to prevent customers from expressing dismay with their feet and their wallets.

“People buy a brand because it says something about who they are and what they believe in,” according to Deborah MacInnis, PhD, a professor of marketing at the University of Southern California Marshall School of Business. “If there’s a brand that does something bad, people feel betrayed but also feel that wearing it would signal that they agree with the values of the company.”^[9]

Example: High priced teen apparel brand Abercrombie & Fitch lost its status as darling of the Millennials when the CEO made disparaging comments about customers who didn’t fit the store’s skinny sizing. An employee with an eating disorder gained 68,000 petition signatures and an apology.

Result: Sales have been impacted to the degree that store closings are the only option. The brand continues to close sizeable chunks of its portfolio of (previously) 946 U.S. store locations.

Image via Fortune, source Abercrombie & Fitch filings

3. High Profile Dishonesty

Just one untruthful comment by one top executive can negatively affect a brand. This can be particularly disruptive for service brands where the emphasis is on people. A renewed brand promise will help get things back on track.

A Canadian-based digital strategy specialist writes, “Brands aren’t heartless, mindless, soulless, brick and mortar stores. They are built by people. And no customer wants to associate with brands that comprise of unscrupulous, unreliable people. Honesty is always number one on buyers’ desirability index.”^[10]

Example: After a 22-year career, NBC’s former national news anchor, Brian Williams, lost his job after exaggerating a report about his experience on the front lines in Iraq.

Result: With a quick response from NBC, a Williams apology, and a seven-month suspension for its news anchor, the network weathered the storm around trustworthiness. The popular news announcer who had enjoyed a 10-year, $15 million/year contract was brought back on air, albeit with a demotion to the network’s related cable brand, MSNBC.^[11]

4. Broken Brand Promises

In the consumer’s mind, Whole Food stands for healthy eating, responsibly grown, and high quality standards, so that shoppers can buy with confidence around issues they care about.^[12] A series of giant consumer let downs have occurred. Whole Foods Market, Inc. is big enough to fund their own newly hired full-time professional global VP to handle post-crisis brand strategy.^[13]

Example: Whole Foods dropped the ball on their own brand promise. Last year, Whole Foods was found guilty of price mischarging from California to New York. In another salvo at Whole Foods in June 2016, the U.S. Food & Drug Administration issued a series of safety standard warnings^[14] regarding fundamental cleanliness standards.

Result: Consumers were unimpressed when Whole Foods responded with a video from the company’s CEOs. People reportedly found the performance insincere, punctuated with the kind of overt gesticulation that students of body language are trained to spot. No discount was offered to entice customers back. Share prices for Whole Foods Market, Inc. have depreciated 25 percent in 12 months^[15] and they’re pivoting to an ancillary brand, a smaller store with less selection, called 365, aimed at Millennials.^[16]

What happened to “The Customer is Always Right”? Harry Gordon Selfridge may have overdone customer service with that mantra back in 1909. However, when a business’s explanation is open to interpretation as “we’re sorry we got caught,” you can be sure that savvy consumers aren’t buying it.

Image via YouTube

5. Scandals

When internal and external brand values are out of alignment and don’t match, the result can be devastating. FIFA, Volkswagen, Sports Direct, Chipotle, Bill Cosby, Ryan Lochte. And now Wells Fargo, one of the world’s largest banks (with a comfy Old West stagecoach brand image) was fined $185 million and released 5,300 when a fabricated bank account scandal broke.

Image via Mirror UK

Example: For Findus, 50 years in the UK grocer’s frozen food aisles, it was one scandal too many. Following the uproar of 2013, when the beef lasagne was found to contain 60 to 100 percent horse meat, the product was pulled and the brand was sold. Time did not heal, as it became known that the brand had been served in 2,300 schools, hospitals, prisons, armed forces and senior housing,

Result: From spring 2017, the Findus brand is no more.^[17]

Are you struggling with how to reposition your brand, rebuild your brand values, improve your brand promise — make your brand standout for the right reasons so it’s memorable and distinctive in ways that make it much loved? Then the Personality Profile Performer™ online programme is a perfect fit for you. Enroll today and make your brand highly visible and loved.

Questions to ask while reinforcing or rebuilding your brand:

• How strong is your brand reputation?

• What problem does your brand solve for its customers?

• Are your brand values clearly defined and communicated?

• How does your brand deliver on its promise?

• How do your employees, partners, vendors, suppliers and owners view your brand?

• When was the last time you conducted a brand audit?

^[1] http://blog.ebiquity.com/2015/07/why-it-pays-to-take-the-drama-out-of-a-crisis

^[2] Bendel, Peggy. “It’s a Crisis! Now What?” SutherlandHousePublishing.com, 2012.

^[3] http://lexicon.ft.com/Term?term=brand-crisis

^[4] http://blog.ebiquity.com/2015/07/why-it-pays-to-take-the-drama-out-of-a-crisis

^[5] http://www.wsj.com/articles/SB112666533279540108

^[6] http://www.ikea.com/us/en/about_ikea/newsitem/062816-recall-chest-and-dressers

^[7] http://www.ikea.com/us/en/about_ikea/newsroom/product_recalls

^[8] https://yougov.co.uk/news/2016/07/06/ikeas-drawer-debacle-wont-destroy-uk-image/

^[9] https://mic.com/articles/130147/researchers-are-now-able-to-measure-just-how-embarrassing-an-uncool-brand-is#.T70A15Xkv

^[10] http://www.business2community.com/branding/4-reasons-dishonesty-can-kill-brand-faster-bad-strategy-01084600#5XME1zbb2yep2m34.97

^[11] https://www.washingtonpost.com/lifestyle/style/at-long-last-brian-williams-is-back–humbled-and-demoted-to-low-rated-msnbc/2015/09/21/ea423408-6077-11e5-b38e-06883aacba64_story.html

^[12] http://www.wholefoodsmarket.com/mission-values

^[13] http://www.vanityfair.com/news/2016/09/brooke-buchanan-theranos-whole-foods

^[14]http://www.fda.gov/ICECI/EnforcementActions/WarningLetters/2016/ucm506089.htm

^[15] http://www.investopedia.com/articles/markets/062016/what-whole-foods-latest-woes-mean-stock-wfm.asp

^[16] http://money.cnn.com/2016/07/27/investing/whole-foods-earnings-july

^[17] http://metro.co.uk/2016/01/31/goodbye-findus-crispy-pancakes-brand-dogged-by-horsemeat-scandal-is-to-disappear-5654449/

What Brands Can Learn From Political Campaigns

August 31, 2016/0 Comments/in Brand Personality, Brand Profiling & Positioning, Brand Promise, Brand Relevance, Brand Reputation, Brand Story, Brand Strategy, Brand Values, Brand Voice, Branding, Challenger Brands, Disruptor Brands, Personal Branding, Storytelling, Sub-Branding, Sub-Brands /by Lorraine Carter

The races for 10 Downing Street and the White House highlight universal lessons in brand strategy for keen observers. As a brand, there’s none more emotive and powerful than a prime minister or president of the United States.

The time period available in politics for building a party platform, selecting leaders, and creating a campaign is much shorter, and consequently more intense, compared to all other arenas of brand building.

Nonetheless, just like the smallest of brands, the candidates must build that essential emotional bond whether through shaking hands, kissing babies or connecting with consumers at every single touchpoint in a way that’s relevant to them to earn every single vote. As students of brand marketing, the highly focused, condensed time frame and intense process of building a brand to attract voters — similarly to gaining customers — is rich in takeaways for businesses of any size.

US President Barack Obama and Prime Minister Justin Trudeau – (Public Domain)

Brand Vision: Differentiation is Everything in Brand Strategy

How many times have you heard someone say, “I’m not voting…all politicians are the same.” Political campaigns remind us that clear brand differentiation is key if you are to capture your audience’s attention, imagination and support. In politics that vision is policy; in branding that vision can be whatever you choose…as long as it’s undeniably clear, relevant to your primary audience and expressed in easy to understand language that resonates with them.

Image via hillaryclinton.com

Explain your brand vision. Paint a picture of what the world could look like and how others can be part of that when they buy into the vision of your brand. This must be a really bright North Star that shines for your audience and attracts word-of-mouth referral time after time.

Listen as US President Franklin Delano Roosevelt delineates four essential human freedoms. FDR’s “Four Freedoms” speech leaves no question regarding the nation’s vision, “attainable in our own time and generation,” on the eve of US involvement in World War II.

Listen as John F. Kennedy takes just 30 seconds to articulate his vision in the 1961 inaugural address, speaking first to Americans and then to fellow citizens of the world.

Healthy Brand Competition

In sales training, we’re taught to emphasize benefits; trashing the competition is not the right approach. Some politicians are known to be terrible at this. Instead of articulating an optimistic vision, candidates often tell you how lousy the incumbent and/or the competition is. Arguably some consider Donald Trump to be the champion of insults — a skill he developed on reality television and honed in debates — which doesn’t always translate so well in real life.

To get out the vote, that political position must be communicated across all stakeholders: volunteer voter registration workers, doorbell ringers, call centres, college campus activists, hundreds of regional election headquarters, social media gurus, data experts, staffers, media and the public. To gain customers, that brand message must be reflected at every touchpoint and resonate with current buyers, prospective buyers, suppliers, vendors, distributors, every employee, shareholders, investors, and the CEO.

In the absence of articulating and sharing a compelling brand message, disinterest develops, or even cynicism and mistrust. In politics, this translates into divisiveness, fear, insecurity — and a landslide for the opposition. For a brand, it means that reputation suffers and sales decline.

You Are Your Brand

The brand called YOU is a multi-layered lesson we can learn (both good and bad practices) by watching the political stage during an election cycle. Certainly, public opinion can be influenced by the packaging: takeaways like Hillary Clinton’s pantsuits and Donald Trump’s unique hairstyle make an indelible mark, as with any brand.

Meryl Streep as Donald Trump – (@simply_the_best_ms on Instagram)

Also, brand marketers can observe how politicians use tone of voice, choice of words, truthfulness, authenticity, facts, listening skills, presentation style, distribution channels, frequency, inspirational metaphors, storytelling, consistency or lack of it, and more to make connections and grow audience. On occasion, they provide examples of what NOT to do.

Everyone involved has a chance to be a brand that is worthy of notice via its most important asset: People. Motivated, enthusiastic, hard working, smiling, clever and talented people make all the difference.

Know Your Brand’s Target Audience

Skills and insight go into knowing and understanding your target audience so you can speak their language, tap into their attitudes and values, and build a simple, strong compelling message that they find irresistible. That magnetism factor is a really important part of successful brand building. It’s one of the critical tools used for mapping out your different customer types in what we call Purchaser Personas.

In fact it’s one of the key elements in our brand building programme called the Personality Profile Performer™. You can’t attract the attention of your ideal audience and sustain their interest if you don’t know them intimately — their needs, wants, loves, hates and aspirations. Every business has a minimum of two and up to twenty different customer Purchaser Personas which provide the critical insights and direction for how your brand can speak to your customers — winning their hearts and minds on their terms — so you can grow your business.

The mechanisms of polling, precincts and predicting are complicated. We leave that to the experts. Nonetheless, you’ll hear news commentary about politicians of all political persuasions “appealing to their base” and/or “broadening the base.”

As in branding, the articulation of mission, values, and promise are essential. Communication with target audiences to understand their likes and dislikes is the first step, however talking to the base over and over doesn’t bring in a single new vote. Brand expansion while maintaining brand loyalty with a core audience is the name of the game in politics as in retailing and other customer verticals.

Brand Messaging Cannot be Overrated

The importance of driving powerful brand impact is what Donald Trump might call “H-U-U-U-G-E” because connecting at a deep emotional level moves people strategically and emotionally. The intensity of the brand message is what makes it stand out; the authenticity of the brand message is what makes it stick.

How you communicate with your audience and what message you bring is what keeps audiences loyal and strengthens bonds. As with any branding strategy, placement, delivery, frequency and tone of voice matter. It’s so easy to turn people off with too much noise and overexposure.

In America, where the election process rolls out over two years and intensifies as election day draws nearer, this skill must be managed and sustained over weeks and months, just like a brand must do in the broader marketplace.

Image via donaldjtrump.com

Brand Storytelling Matters

It is critical to stay true to your brand’s DNA and not get lost, unglued, or disconnected. We’re conditioned that way. When a child asks you to read their favourite bedtime story, they’re anticipating the same story with the same ending.

Politicians are famous for the brand disaster known as a flip-flop on issues, and it can cost an election or tank sales. Whether in the political arena or in branding, there’s simply no room for inconsistent storytelling. It kills believability and trust.

The big why behind the brand story challenges us to build stories that promote something for the greater good. With vision, we can create and communicate a loveable brand, or a sustainable brand, or a socially responsible brand, or a caring, charitable brand…just like building a personality that people will vote for.

Sub-Branding Opportunities and Risks

Sometimes brands create sub-brands to serve expansion goals, as in Coors and Coors Light or American Express and the American Express Gold and Platinum Card. The risk is that sub-brands can detract from core brands, using precious time, energy and resources. Secondly, the sub-brand reputation reflects on its parent brand; the overall customer message can become diluted or compromised.

To minimise or eliminate risks, we recommend taking professional branding advice if you’re considering sub-branding to avoid costly mistakes. Planning your brand structures in the form of new or additional related or unrelated products or services, also known as brand architecture, is a critical part of the strategic planning and brand building process. We’ve seen this play out recently on the political world stage. Brand expansion must be taken seriously to protect core brand values. However, adding Alaska Governor Sarah Palin to John McCain’s 2008 ticket diluted the brand.

When Hillary Clinton undertook a six-month vice presidential vetting process, the selection was received quite differently to when Britain’s new Prime Minister Theresa May selected dropout candidate Boris Johnson as foreign secretary in an overnight surprise. The former London mayor’s brand image is reportedly lacking in the required decorum associated with such an important role according to other world leaders.

“My chances of being PM are about as good as the chances of finding Elvis on Mars, or my being reincarnated as an olive.” – Boris Johnson [1]

The Appeal of Disruptor Brands

What did brand managers learn from Bernie Sanders during the 14-month lead up to the Democratic Convention, when the challenger was the Millennials’ poster boy, a lovable white-haired grandfather, small-town Vermont Senator?

It takes time and resources — generally a year or so — for any challenger brand to successfully disrupt.

A clearly and passionately articulated brand vision should be communicated over and over again.

This candidate’s storytelling remained on message (since his youth), establishing strong authenticity, trust and delivering no surprises.

Bernie Sanders successfully reached a broad audience through brand activation and personal engagement. While pre-imposed deadlines brought his campaign to an end, the branding strategy was successful.

Watch what happens when a little bird lands on Bernie Sanders’ podium during a speech. The crowd goes crazy and the candidate turns the moment into an articulation of his vision, “No more wars.”

Consider these questions:

Is your brand vision well developed and clearly communicated?

Have you shared your brand vision with all stakeholders?

Is your brand failing to connect and perhaps in need of a rebrand or brand refresh?

Do you and your employees passionately personify your brand?

Is your brand story clearly articulated across multiple customer touchpoints?

Are you considering sub-branding as a strategy for brand expansion?

Are you a brand challenger with a clear point of differentiation?

[1] http://www.telegraph.co.uk/news/politics/london-mayor-election/mayor-of-london/10909094/Boris-Johnsons-top-50-quotes.html

How to Transform Your Brand and Increase Your Sales

August 24, 2016/0 Comments/in Brand Differentiation, Brand Leadership, Brand Personality, Brand Positioning, Brand Profiling & Positioning, Brand Revitalisation, Brand Strategy, Branding, Branding Bootcamp, Branding Masterclass, Branding Mastermind, Branding Workshop, Business, Rebrand, Rebranding /by Lorraine Carter

10 Branding Tips From Silicon Valley on How to Be a Successful Startup Brand

August 9, 2016/2 Comments/in Brand Positioning, Brand Profiling & Positioning, Brand Promise, Brand Relaunch, Brand Revitalisation, Brand Story, Brand Strategy, Brand Values, Brand Voice, Branding, Entrepreneur, Rebrand, Rebranding /by Lorraine Carter

From Silicon Valley to Silicon Docks and Silicon Roundabout, the buzzwords “entrepreneur”, “branding” and “startup” get bandied about quite a bit, so let’s take a look at their meanings. Dictionary definitions indicate that an entrepreneur is a person who initiates, organizes and manages a business and assumes its risk. A startup is the vehicle for doing so and branding is what makes your brand highly visible, different, memorable and much loved. Underlying the definition in common use today, is that an entrepreneur has a vision for a new brand, a startup that will disrupt a particular practice.

Entrepreneurship is “creative, disruptive innovation,” as notably coined by the early 20th century economist Joseph Schumpeter.

A century later, a newer definition, courtesy of Silicon Valley-based investor Reid Hoffman^{^[1]}, is: “An entrepreneur is a person who jumps off a cliff and builds a plane on the way down.”

Image via Gapingvoid, © Hugh MacLeod

Branding From the Beginning

Startup brands in our commercial midst are actually nothing new. In fact, branding has been central to the success of innovators from the beginning. For centuries before modern society’s computer chip lent Silicon Valley its moniker, startups have been an essential part of the economy, picking up steam — to coin a phrase — during the Industrial Revolution. In the Information Age, entrepreneurship accounted for 14 percent of all working-age Americans in 2015, some 27 million people, in the USA alone. ^{^[2]}

Startup Brands Are Still Brands

Startup brands are brands, just like established ones, only less developed. And, a branding professional who has been down this road many times can provide all-important markers for you in trailblazing the way ahead for your new brand. You’ll want to avoid brand mistakes that will likely require a costly do-over in time. Our Personality Profile Performer™ Programme is designed to guide brand owners and managers to build a highly visible, different, memorable and much loved new brand from scratch.

From birth you need a memorable name, a mission statement, a brand promise, a standout brand personality and a strong brand strategy prior to a brand launch. No one will debate that creating a startup brand isn’t hard work. We’re here to help!

Whether it’s the first sewing machine, a craft beer, or a new messaging app, being a founder is all-consuming…and always starts small even when you are thinking big.

What Is and Is Not Your Brand

The adage, “Everything is your brand and your brand is everything,”^{^[3]} as it appears in the pages of the Harvard Business Review, is true enough. However, until and unless you have your brand’s core values and the building blocks of your brand foundation in place, it is premature to take the next steps.

Your logo is not your brand. Your clever new dot.com name is not your brand. Your website is not your brand. Your packaging is not your brand. These are components of your brand to reflect your purpose and value.

Also, your place of business is definitely not your brand. Even a billion dollar brand can start in somebody’s garage…and they certainly have:

Disney in 1923
Hewlett Packard in 1939
Apple in 1976
Amazon in 1994
Google in 1998

Essentials for Startup Brands and Branding

As an entrepreneur, YOU are the voice and visionary of your brand, you embody your brand and your passion shows. Seasoned Silicon Valley startup pros offer plenty of free advice for today’s entrepreneurs.

One of the key takeaways on perspective comes from Dave McClure^{^[4]}, the straight-talking co-founder of 500Startups, a Silicon Valley startup accelerator and global investor. Here, McClure is describing the best way to make an elevator pitch for funding — yet the essence of his advice is spot-on for the strategic approach to building the foundation of a startup brand. He counsels:

“Here’s the secret: Pitch the problem, not the solution.”

“Just tell me the problem FIRST, not the SOLUTION. The reason is, I may not be able to understand what your solution does, but if you connect emotionally with me on what the problem is — and hopefully I also have the problem, or know someone who does — then I’ll give you PERMISSION to tell me more about how you’re going to solve the problem.”

Ten Essential Startup Branding Tips

Here we take a look at 10 essential startup branding tips with comments from a dozen or so outstanding innovators and advisors from the Silicon Valley dot.com frontier.

Amazon founder Jeff Bezos
Lynda co-founder Lynda Weinman
Linkedin co-founder Reid Hoffman
Microsoft founder Bill Gates
YouTube CEO Susan Wojcicki
Apple founder Steve Jobs
Media personality Oprah Winfrey
Intuit co-founder Scott D. Cook
Venture capitalist Matt Turck
High tech investor Ben Horowitz
Hewlett Packard CEO Meg Whitman
Facebook founder Mark Zuckerberg
Facebook COO Sheryl Sandberg
SpaceX and Tesla founder Elon Musk
Winner of Ireland’s Best Young Entrepreneur 2015 and “Best Start-up Award” at Google’s Dublin HQ, 24-year-old James Foody, now San Francisco-based

Tip #1: Building Your Brand

“You don’t know what you don’t know.” – Oprah Winfrey at a 2014 Stanford University Graduate School of Business interview.^{^[5]}

Don’t try this alone. Silicon Valley wisdom counsels that even a genius cannot create a successful startup brand alone. No single person can possess all the required skills and have all the tools in their shed. Consider co-founders and advisors to move your business and branding strategy forward in the right direction. Remember…the “Fifth Beatle” for the Fab Four was their manager.

“My model for business is The Beatles. They were four guys who kept each other’s kind of negative tendencies in check. They balanced each other, and the total was greater than the sum of the parts. That’s how I see business: Great things in business are never done by one person, they’re done by a team of people.” – Steve Jobs

TechCrunch, a San Francisco, Silicon Valley media platform, says mentors are the secret weapons for a successful startup brand.^{^[6]} Their study shows that “mentors who had already achieved success in the tech industry were able to help younger tech startups outperform their peers by a factor of three.”

Broadlake, in Dublin, models their whole philosophy on a very hands-on approach as both advisors, mentors and investors who invest their time and capital to help entrepreneurs succeed.

“There’s always new challenges and I think with new challenges we gotta switch on, we gotta engage, we gotta work with these teams and try and achieve often for what these ambitious growing companies are looking to do, which is ground breaking stuff.” – Pete Smyth, Broadlake

Image via Broadlake

“Everyone needs a coach. It doesn’t matter whether you’re a basketball player, a tennis player, a gymnast, or a bridge player.” – Bill Gates

Image via Stanford University

Tip #2: A Brand is Not a Logo

Brands are not solely visual. Your new brand is about how you make people think and feel about your product or service. The most common misperception out there among startups is from those who think their brand is about their logo and not much else! CEOs, owners, partners, investors and founders should not make this mistake…nor should designers.

“Your brand is what people say about you when you’re not in the room.” – Jeff Bezos

Image via Slideshare

A side note: When Marissa Mayer was appointed new CEO of a struggling Yahoo in 2013, a new logo was among the first tasks undertaken by an internal committee. Meantime, email customers were unhappy with their service.

Image via Naldz Graphics

Lesson: When Yahoo skipped the brand audit they ended up with a deep customer disconnect that was never regained. ^{^[7]}

The Yahoo backstory to date:

Image via Twitter

Tip #3: Build Brand Trust

As a founder, you are the embodiment of your brand both internally and externally. From the moment you interact with your first core users, trust is critical. Your company may grow, but brand trust is a constant.

“Google is a consumer company and our success is directly linked to our users trusting us.” – Susan Wojcicki

And when you hire, make sure you hire the right people to personify the brand in its infancy. It is absolutely critical that your brand is represented properly all the time.

Image via Twitter

“If someone likes you they will listen to you. If someone trusts you they will do business with you.” – James Foody, Ayda

Image via Ayda

Tip #4: Identify Brand Need

When Lynda Weinman started teaching web design in 1993, she went in search of a textbook. All the books she found were too technical for beginners. (You can probably see where this story will lead.)

“I remember thinking maybe this book doesn’t exist yet. I went home from the bookstore and wrote the book proposal.” – Lynda Weinman

It was early days on the internet in 1995 when Lynda then got the idea to move her reference materials online and create a teaching course around them. Two decades later, Weinman had earned the nickname, “Mother of the Internet.”^{^[8]}

In the spring of 2015, Lynda Weinman sold her company, Lynda.com, to LinkedIn for $1.5 billion. The new owner, the world’s premier business-oriented social networking service, was seven years away from its own founding when the brand Lynda.com was created.

Tip #5: Become a Brand Guru

Once you’ve identified a passion, become an expert in whatever it is. Tell your story well. In the brand’s early days, you need anecdotes, not raw data. Be authentic, be enthusiastic, be clued up and know your stuff. Your brand promise must be frequently voiced, relatable, and completely transparent.

“Whether you are interacting with customers, fundraising or recruiting, you are always selling and, and the best salespeople are master storytellers. Craft a compelling and genuine company story that resonates with your audience not just intellectually, but also emotionally.” – Matt Turck, Venture Capitalist, FirstMark Capital

Tip #6: Determine Brand Positioning

“A brand is no longer what we tell the consumer it is — it is what consumers tell each other it is.” – Scott D. Cook

Your core customers are your sounding board — an important audience for a startup. Is your brand positioning clear? Customers want companies to listen to their opinions, so you’ll need feedback to guide you in shaping your brand position in the marketplace. Before you can concern yourself with traction and loyalty, you need to ensure that the brand resonates, fills a need, and has value. Get feedback at every iteration along the way to ensure you’re moving in the right direction for consumer wants and needs. Tweaks will be necessary.

“Another one of my favourite posters at Facebook declares in big red letters, “Done is better than perfect.” I have tried to embrace this motto and let go of unattainable standards. Aiming for perfection causes frustration at best and paralysis at worst.” – Sheryl Sandberg

Tip #7: Communicate Your Brand

It can be difficult to properly communicate your startup vision to others. But, it’s critical that you do so effectively.

Keep lines of communication open constantly and force yourself to listen to critics. Learning how to manage people takes work. But if you don’t learn how to communicate, you risk destroying relationships with customers and employees.

“As a company grows, communication becomes its biggest challenge.” – Ben Horowitz

Tip #8: Delight Your Customers

Bill Gates says the one word that best describes the startup mindset is optimism. Self-made multi-billionaire Warren Buffett says “At 85, I tap dance to work every day.”

Have fun and the pleasure of doing business with you will show right across your startup brand. Even if your brand is about heavily scientific based inter-planetary colonization, like SpaceX founder Elon Musk, let your good humour shine through.

“I would like to die on Mars, just not on impact.” – Elon Musk

“Fun is at the core of the way I like to do business and it has been key to everything I’ve done from the outset. More than any other element, fun is the secret of Virgin’s success.” – Richard Branson

Tip #9: Believe in Your Brand

Perseverance is the name of the game. Believe in your vision. Remember the lesson from a 30-year-old Steve Jobs when he got fired from the company he founded…it’s OK to fail. So be brave, take risks, learn from them, and don’t give up if you love what you do.

Passion will keep you going when you get hit in the head with a brick, which will only make success taste even sweeter.

Fact: A startup brand will experience setbacks.

“See criticism as free learning that makes you a better entrepreneur. Don’t be constrained or deflated by criticism, but do learn from it.” – James Foody

Tip #10: Nurture Your Brand

Once you’re certain your startup brand is is ready for launch, keep your vision focused on the moonshot…the thing that people may not think is possible could be within your reach. Listen to your inner GPS and let it guide you on the ride of your life.

“Picking what problem to go and solve is a much bigger and more important challenge than being able to solve the problem.” – Mark Zuckerberg

“When people use your brand name as a verb, that is remarkable.” – Meg Whitman

Ask Yourself…

Are you developing a new brand to launch to market but you’re just not sure where to start to ensure a strong financial return? Our “Personality Profile Performer”™ course is perfect for you.
Have you got an existing brand but it’s just not strong enough to make it to No.1 in the market? Talk to us about how we can guide you to build your brand recognition plan.
Have you underestimated how difficult a startup brand really is? Or, perhaps you’re not dreaming big enough. We can help you with a branding strategy to ensure that you are properly positioned.
Are you struggling with your brand story? Let us help you craft a compelling one in your brand’s own tone of voice.
Does your brand identity need a boost? We can consult with you on everything from font to packaging design.
Have you attempted a startup that missed its mark? We can help you revitalize and relaunch a product or service to get the result you’re looking for.

^{^[1]} https://www.linkedin.com/today/author/1213

^{^[2]} http://www.inc.com/leigh-buchanan/us-entrepreneurship-reaches-record-highs.html

^{^[3]} https://hbr.org/2011/06/a-logo-is-not-a-brand/

^{^[4]} https://www.linkedin.com/in/davemcclure

^{^[5]} https://www.youtube.com/watch?v=6DlrqeWrczs

^{^[6]} https://techcrunch.com/2015/03/22/mentors-are-the-secret-weapons-of-successful-startups

^{^[7]} http://www.inc.com/cody-steve/yahoo-logo-redesign-marissa-mayer.html

^{^[8]} http://bit.ly/2aj9GDW

Rebrand or Refresh? That is the Question

July 25, 2016/0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Culture, Brand Differentiation, Brand Personality, Brand Profiling & Positioning, Brand Revitalisation, Branding, Professional Services, Rebrand, Rebranding, Revamped Design, Revitalized Design, Uncategorized /by Lorraine Carter

A Rebranding Strategy Guide for Brand Owners and Managers

The business world is in a constant state of flux. Markets change, new trends emerge, disruptive competitors alter longstanding rules, and customer preferences evolve — all of which impacts your brand. Consequently brands are constantly evolving to ensure future growth and relevance. Even the longest standing and greatest brands in the world need rejuvenation, if not a total rebrand, in order to maintain their market leadership.

Like the foundation upon which a house is built, a strong brand is essential, indeed it is the lifeblood for any successful organisation. When cracks appear in that foundation, a wise owner or manager must take action to repair, introduce procedures to prevent deterioration and take steps to strengthen the brand for future growth. Experts say that organisations and brands change their corporate identities on an average of once every 7-10 years. ^{^[1]}

On a regular basis, diligent brand owners and managers need to take a step away from an organization’s day-to-day operations to examine and re-evaluate their position and strength in the market. If your brand isn’t achieving its objectives or driving business growth, there’s little time to be lost wondering what to do about it. Its time to give your brand a health check. Frequently asked questions about the two brand revitalisation routes include:

What’s the difference between a brand refresh and a rebrand?
How do I determine which one is the most suitable choice?

Rebranding or revitalization can take many guises from the complete wholesale change of a company, service or product, inside and out, including; name, culture, values, vision, mission, proposition, positioning, purpose, behaviours, tone, visual collateral and all that entails with no connections to the legacy entity. Alternatively, it can be something less dramatic and of a more subtle, evolutionary nature in the form of a brand refresh.

In each instance though, the change to whatever degree, be it a total rebrand overhaul or brand refresh, affects a change in the minds of the target audience in terms of their perceptions of the brand. That change is a process of giving an organisation, product or service a new meaning and image, both in terms of brand experience and culture to its visual brand collateral, in order to make it more successful.

In determining whether it’s time for a refresh or a rebrand, one of the most effective tools for re-assessing your brand’s state is a brand audit health check to examine external and internal drivers that impact your brand. Like any checkup, a brand audit is best done as a proactive and preventative measure. Aside from determining the health or state of your brand, a brand audit also helps determine the level of potential change required — to rebrand or refresh.

“A brand audit is effectively a health check of your brand to identify and address problem areas with a net result of helping you turn things around and grow your bottom line.

Brands are like living entities with life cycles. They start with much excitement and promise, grow and then eventually plateau. A brand audit helps you innovate, re-invent, re-invigorate, and ensure market leadership and continued relevance so you can maximise your commercial return and fend off your competition.

The scale and depth of a brand audit is largely determined by your primary objectives coupled with timelines and resources.”

What’s the Difference between Refresh and Rebrand?

The reasons for rebranding and or refreshing an organisation, product or service are numerous and decisions should not be taken lightly without sound strategic reasons before launching into the process.

Once you know why you’re considering either a rebrand or refresh and what your primary objectives are in making this strategic decision, consider the following differences:

Rebrand or Refresh? A Quick Reference Checklist

Refresh

Rebrand

What: Expand reach and market impact, get new customers, attract new talent, increase profitability

Why: Declining market share, diminishing growth, changing client’s or customers needs, tired and dated with lack of brand relevance, insufficient new leads, significant new product/service launch, lack of brand distinction, entering a new market, aggressive new competitors, new technology changes, struggling to describe what makes your firm, organisation, product or service different, difficulty attracting new talent, competitors poaching key employees, need to take your organisation to the next level, change in brand architecture or hierarchy

What: A re-positioning to change market perceptions, re-evaluate who are we, why do we exist? What’s our mission, vision, values, promise? How do we define and articulate our brand proposition and purpose? How is our brand really different to our competitors?

Why: New ownership, merger or acquisition, legal issues, reputation damage, rationalisation, outgrowth, globalisation, new primary target audience(s), competition, new sectorial challengers and disruptors

What: Evolutionary logo update

Why: Better reflection of brand platform and values

What: New brand identity

Why: To streamline and simplify or a complete change in core business

What: Evolve, update tagline

Why: Tweak the message, spotlight the business, stay current, introduce a new brand promise reflecting enhancements provided by the business

What: New tagline

Why: New line of business, new audience or an innovative advancement, new positioning

What: Health check your brand personality and primary characteristics using brand profiling — elements reference check

Why: Increased competition, slower sales, insufficient brand relevance and resonance, create enhanced distinction and market recognition, develop stronger brand resonance with customers

What: Redefine your new brand personality and brand characteristics

Why: Make it more relevant, engaging, compelling, distinctive, different, memorable and referable

What: Evaluate your brand promise and enhance consistent delivery

Why: Customer feedback, lack of strong distinction, difference and referability

What: Change your brand promise

Why: As a result of new products, services

What: Re-evaluate customer base versus profitability, evaluate brand equity

Why: Customer research, re-evaluate existing buyer personas (customer profiles)

What: New primary audience, need to change existing or previous customer perceptions

Why: Customer research, develop new customer buyer personas

What: Build new leadership and employee training modules

Why: People represent the brand and need the knowledge to be effective brand champions

What: Revamp leadership and employee training programmes

Why: To interpret and support company culture, develop new brand ambassadors

What: Expand market share

Why: Changes in competitive set and customer wants/needs

What: Find and capture new customers

Why: Change of price point and positioning

What: Introduce new products, services congruent with primary offering

Why: Business expansion within existing customer base and to attract new customers

What: Discontinue or retire some existing products, services

Why: Lack of market demand, no longer relevant, changing customer needs, competitors

What: Launch within a shorter timeline

Why: Competitive edge, attract change hungry customers, capture / maintain lead market share

What: Stage a rollout over a year or longer

Why: Extensive impact throughout the business, firm or organisation requiring change management internally and externally

So, refresh or rebrand? Here we take a look at both options and evaluate the most significant or typical reasons for deciding to choose one over the other. We’ll also review several case studies and key learnings to be extracted.

Rebranding or Brand Refresh Process

Establishing the reasons behind any brand change is fundamental. Whether your brand audit points to a refresh or a rebrand, both routes require a process of due diligence to determine the changes required and to what degree. Both routes require an inclusive approach, from the C-suite to the newest team member, ensuring that everyone in the organisation sees themselves as an essential part of the brand.

Engagement with the external market, customers, stakeholders and influencers alike is also hugely important. There many examples of brands which failed to address this adequately and consequently suffered significantly at the hands of voluble detractors.

While it may be tempting to jump into the visual brand design aspects, the process of investigation, discovery, analysis and brand strategy development cannot be overlooked or rushed — at your brand peril.

Broadly speaking a typical rebrand or refresh process includes:

Rebrand / refresh planning; timelines, resources, team
Brand audit health check and research
Brand profiling, architecture, differentiators and positioning documentation – update or overhaul
Brand strategy development
Brand design, messaging development and application
Brand testing, research and refinement before implementation and rollout
Brand induction and training throughout the organisation and external third parties
Internal / external communications planning and rollout of rebrand or refresh
Brand style guide development for protection and management of the brand
Measure of impact and commercial return against previously determined key performance indicators

Are you struggling with how to make your brand highly visible, different, distinctive memorable and likeable? Take a look at the Personality Profile Performer™ Programme. It’s a step-by-step process to make your brand No.1 in your target market — especially if you’re a getting lost in the market amongst all your competitors.

Rebranding Strategy

Approaching a rebranding or brand refresh process without strategic planning, market insights and customer engagement can have disastrous consequences. The strategy leading to a brand refresh or to rebranding requires much more than changes to a logo; it requires an understanding of strategic objectives for the brand.

Research involves consultation with staff, with existing, lost and prospective customers, former clients, and competitor insights to get a full picture of current brand associations as well as customer perceptions, wants and needs.

Therefore, an investment in time for research and assessment is required to flesh out areas of strength and weakness and their impact on the brand to see whether a total rebrand or just a refresh is required. The brand audit will also typically reveal new opportunities and point the way towards what you need to do to leverage them for greatest impact.

Rebranding Deliverables

Define deliverables to the organisation. These typically include a brand positioning statement that summarises the pertinent research and brand profiling outputs regarding the unique selling points and key brand characteristics that set the brand apart and make it highly visible, different, distinctive, memorable and liked while also providing the roadmap or GPS direction for the brand moving forward.

Brand messaging is delivered to include some or all of the following: values, vision, promise and mission statement, brand story, value proposition (for aligning brand product and services to customer communications), identification of target audiences, development of purchaser personas and a key messages crafted for each. Deliverables might also include problem statements and problem solutions.

Lastly, the design aspect of visual and / or audio deliverables should be identified e.g. logo and a tagline, packaging, stationery, website, social media platforms, apps update or overhaul, brochures, uniforms, PowerPoint or Keynote templates, sales supports, vehicle livery, uniforms, signage, site interiors and exteriors, exhibition stands, possibly music, videos, and more. It’s critical that your new or revitalised brand collateral properly reflects your brand, is consistent throughout every touch point and most importantly reflects and amplifies your key brand differentiators and brand personality in a way that’s really meaningful to your primary audience.

Rebranding or Brand Refresh Rollout

To avoid miscommunications, a new or refreshed branding launch is staged first internally. An organisation must provide insights, education and training to everyone, top down from senior management to general employees to ensure they are onboard to advocate the new brand. Front line employees’ communications are essential to the successful external customer roll out which follows.

Top 15 Tips for Ensuring a Successful Rebrand or Refresh

Consult management
Conduct a brand audit
Determine refresh or rebrand requirement
Set objectives
Establish a timeline
Set budget appropriately
Create a balanced project team internally and externally
Evaluate all customer touchpoints
Re-develop / overhaul brand proposition, positioning and differentiators
Re-visit brand strategy; sales and marketing messages and channels
Develop brand strategy, brand profiling documents to provide the essential brand directions or roadmap
Develop brand design brief
Commission brand design agency (with relevant expertise)
Determine methodology and markers for measuring ROI
Plan and execute brand rollout to market

Hit or Miss: Brand Refresh and Rebrand Examples

Taking the time and consulting the experts to get it right is critical; a miss can be a costly affair.

Accenture: Rebranding Involved the Entire Global Organization

Amid much fanfare, Andersen Consulting hung a huge banner at the New York Stock Exchange to announce its 2001 reorganization from partnership to public company and a rebranding as Accenture. Following arbitration involving accountancy Arthur Andersen, the new name (meaning accent on the future) resulted from an internal competition won by a Danish employee in the company’s Oslo office, chosen from 2,677 submissions from 42 countries.^{^[2]}

Image via Accenture

Time magazine pegged Accenture “as a generic corporate nonsense word only a management consultant could have come up with…“^{^[3]} Only this was not the case. Currently the world’s largest management consultancy, Accenture might have made more of the positive PR storytelling opportunity about the brainstorming naming contest and the winner’s inspiration.

Morgan, Lewis & Bockius LLP: A Leading Law Firm says Brand Audit and Teamwork Are Key to Rebrand Success

America’s largest law firm undertook a rebrand over a 15 month period. Morgan, Lewis & Bockius LLP had experienced two mergers, and the rebrand was intended to “define and raise awareness of our practice and industry expertise, commitment to client service, and seamless global reach.”

The brand audit health check process involved many thousands of pieces of content, including 2,000 lawyer biographies to be re-written, according to the firm’s chief business development and marketing officer. The takeaway? To “cultivate a really strong collaboration among all of the constituents responsible for launching a new brand…No single person could have accomplished this alone; this was truly a team effort.”^{^[4]}

Massey Bros.: One of Dublin’s Largest Funeral Directors Rebranded to Amplify its Brand Leadership Positioning and New Innovative Services

Massey Bros. Funeral Directors is a very successful family owned and managed business established in Dublin in the 1930s. They operate in a sector which is traditionally very conservative yet they’re industry leaders in terms of their premium service together with ongoing innovative solutions offered.

They also have the added complication of having more than six competitors also operating legitimately under the ‘Massey’ name. In addition to this they themselves also operated under two names before their brand refresh! Their brand revitalisation strategy helped them fully leverage their leadership positioning and amplify their multiple new innovative service solutions offered.

Dublin Tourism Board: Refreshes the Destination’s Strategic Positioning

Tourists have a finite number of vacation days and discretionary budget for holidays, so every destination competes to capture that spend. Visit Dublin undertook a study^{^[5]} to determine reasons for declining tourism numbers since 2007, resulting in a new positioning crafted to a visitor-focused strategy further analyzed by length of stay, reason for visit, country of origin and more demographics. As a 5-year plan, the realigned strategy, “A Breath of Fresh Air” gets buy-ins from the stakeholders and community to highlight both urban and outdoor visitor experiences.

Old Spice: Rebranded to Reposition – It Used to be on Your Grandfather’s Bathroom Shelf!

Marketing pros everywhere love the transformation of Old Spice^{^[6]} fragrance for men from an ageing brand to a sexy one. Aimed at a younger, newly targeted consumer audience, the “Smell Like a Man, Man” campaign (52 million views and counting) smells nothing like 1938, the classic brand’s year of birth.

Learn from these well-known rebranding and brand refresh failures, now text book case studies on approaches to avoid. The primary lesson in each of these examples is do your due diligence before rebranding or refreshing your brand!

Royal Mail:

Consignia was a £2 million investment launched in January 2001 for the U.K. postal service. Calling the new name, “Nine letters that spelled fiasco,”^{^[7]} the BBC joined others to prompt a U-turn to return to Royal Mail 16 months later.

Image via Royalmail

Tropicana:

When parent company PepsiCo removed the leafy green logo and juicy orange pierced with a straw in favor of a one-dimensional glass of juice, Tropicana sales plummeted by 20 percent. On top of whatever the rebrand and reversal cost, sales suffered to the tune of $137 million between January 1st and February 22^nd 2009.

Image via Adage.com

Gap:

Perhaps the fastest rebrand turnaround ever, the new Gap logo lasted only six days at Christmas 2010. Consumer reaction was negative and outspoken. In going back to square one, the whole exercise has been estimated to have cost Gap $100 million.^{^[8]}

Image via Gap

RadioShack:

RadioShack, founded in 1921, once operated 8,000-plus retail locations around the world. In 2015, after 11 consecutive quarterly losses, RadioShack filed for bankruptcy. Instead of spending millions on a refresh as “The Shack”, the company needed to completely rebrand. Service in RadioShack was reportedly abysmal, selection regarded as limited, prices perceived to be high and the USP as an electronic supplier of parts was no longer considered relevant.

Image via RadioShack

Can we help you with your brand refresh or rebranding?

Ask yourself:

Are you prepared to undertake a thorough assessment of your brand’s standing by giving your brand a thorough health check — a brand audit?

Does your brand strategy plan reflect the time commitment involved in making a change?

Has budget been allocated for a brand refresh or total rebrand?

Have you identified strategic reasons for a brand refresh or rebranding?

Is your brand still truly relevant to your target market now and into the future?
Is your brand really distinctive, different and memorable from a customer/client perspective? Do you need to re-evaluate your brand profile?

Are you considering a rebrand to solve a brand challenge and / or a commercial challenge?
Have you really evaluated the impact of new disruptors and challengers entering your market and how your brand will compete against them?

How Brexit Presents Big Opportunities for Small Brands

July 18, 2016/0 Comments/in Brand Audit, Brand Auditing, Brand Audits, Brand Differentiation, Brand Health Check, Brand Personality, Brand Positioning, Brand Relevance, Brand Strategy, Branding, Brexit Brands, Business /by Lorraine Carter

How to Use Brand Positioning to Build Brand Impact in an Overcrowded Market

July 3, 2016/0 Comments/in Brand Personality, Brand Positioning, Brand Profiling & Positioning, Brand Strategy, Brand Values, Branding /by Lorraine Carter

Mondelēz International is a globally recognized snack manufacturer responsible for over 50 brands. However, according to its fact sheet released in 2015, 13 of its ‘power brands’ in 2014 were responsible for 60 percent of revenue which suggests that those 13 high performers have stronger brand positioning than the rest of the portfolio. In fact those 13 brands alone grew twice as fast as the company overall. [1]

Those statistics indicate how core brands can be crucial to a company’s overall success. However, the brands must be well positioned to attract the desired customer response.

Here, we’ll look at how to position your brand appropriately for success — even if the market is overcrowded. If you want to make your brand highly visible, different, distinctive, memorable and loveable take a look at the Personality Profile Performer™ Programme. It’s a step-by-step process empowering you to build your brand. Brand positioning is a key part of the brand building process — as you’ll see in the case studies listed below.

What is Brand Positioning?

Brand positioning is focused on the perceptions of your audience, which means that it’s about what you do in the minds of your audience, and not what you do to the product or service itself. Brand positioning is about how you clearly differentiate your brand in the mind of your customer because this perceived favourable differentiation is what drives them to choose your brand instead of your competitors.

Typically the most well positioned brands are linked to words or phrases in the customers’ minds, so the brand’s identity is personally defined in buyers’ minds. In other words they quickly differentiate that brand (product or service) from other possible options because of how you’ve positioned your brand to them relative to other potential options. [2]

For example, if a person thinks of the Apple® iPad®, he or she may instantly connect that product with words like “sleek,” “cutting edge” and “capable.” The last one is particularly likely, since Apple® ran an ad campaign that featured the phrase, “There’s an app for that.” It helped strengthen the idea that no matter what customers needed to get done, there’d be at least one app available to help them do it better.

Companies help develop the perceptions customers have about brands, but the brand experience itself determines whether something lives up to expectations. Therefore, the Apple® iPad® would not be well positioned if people found the tablet bulky, outdated and very hard to use. Brand positioning must be original, but also believable.

Brand positioning also relates to characteristics including style and customer types. As iPads evolve and newer models get released, each one is usually more streamlined than the last. The tablets also have a distinctive look that makes them easily identifiable, even from a distant store shelf.

Typical Apple® iPad® buyers are also arguably quite tech savvy and it’s unlikely a technophobe who only wants a very basic tablet would ultimately select an iPad as his or her first choice. Apple typically appeals to a younger, hip and technologically engaged customer type.

Image via www.apple.com

Its business emphasis is to continually release products that have the “wow factor,” and the iPad® is no exception. Because Apple® has a history of innovation via previous products like the iPod® and iPhone®, it has already been able to successfully establish itself as impressive, even in relation to other top brands.

Geographic appropriateness is also a key factor in brand positioning. Swiss Miss® hot chocolate, for example might cause customers from a cold region to associate it with something they drink to warm up on cold nights. However, in a part of the world where the temperatures are much higher, the brand might be positioned in customers’ minds as a treat to drink when they want something sweet, but don’t need to warm their bodies.

Image via www.swissmiss.com

If a brand is perceived by its target audience to have or provide something very unique, it will have much stronger positioning in a competitive marketplace. Analysts are hailing the Chevrolet Bolt as the first mainstream electric car that has earned critical praise. [3]

Although the Nissan LEAF was offered to customers five years ago, that electric car was reportedly considered a failure because it was perceived to be less reliable, aesthetically less appealing and seemingly unable to win admiration of auto reviewers.

In contrast, the Chevy Bolt is already achieving good brand positioning because not only is it getting good marks from auto publications and reviewers, but its also offered at a significantly lower price than Nissan’s electric car, making it much more accessible to everyday consumers.

Image via www.chevrolet.com

Questions to Ask When Creating Your Brand Position or Writing a Positioning Statement

There are numerous questions that brand owners, managers and marketers should consider when building a brand position or researching the marketplace.

They include:

What can the brand deliver better than competitors
What value does the brand give to customers?
What are the brand’s most believable characteristics?
What desirable things should the brand be known for?
Do we have the necessary resources to maintain the brand’s position once established?
What are the key emotional factors that will resonate most with customers?
Is the brand and its market focused enough?

The answers to the questions posed above will help focus your thinking when writing your brand positioning statement. That’s a one to three-sentence piece that explains to customers what makes your brand different from competitors, and the specific perceived value it provides. [4]

4 Key Characteristics That Will Help Your Brand Stand Out From Your Competitors

A weak brand position will be largely useless if the market is so saturated people don’t notice it. In order to strengthen your brand positioning consider some of the factors listed below to enhance your differentiation. [5]

A Positive Impact

Customers gravitate towards brands that clearly have a positive impact on the world, on specific communities, or society at large. Clearly define the impact your brand has, or aspires to have, and ensure your company values reflect this positive impact in everything it does. Positive impact builds authenticity and trust, which resonates with your target audience and consequently builds stronger brand recognition, visibility, referrals and repeat purchase.

An Admirable Sense of Ambition

Don’t shy away from thinking big when considering your brand’s ideals, values, mission, promise and purpose. Maybe you’re not currently equipped to provide everything you’d like to for customers, but perhaps co-branding or a partnership with another brand could solve the problem or accelerate your ambitions.

An Excellent Customer Experience

When customer service gets sacrificed, it often doesn’t matter how amazing a product is. Always work hard to attend to needs and exceed expectations in every way possible.

The Ability to Fill a Void

Strong brands gain momentum by successfully fulfilling unmet needs. If other brands are already similarly positioned, explore other angles to create a greater perceived difference and stronger visibility to ensure your ideal customer notices of your brand’s special offerings.

Now, let’s look at three case studies of brands that have worked hard to earn their well-defined positions in the marketplace.

Beats Electronics

This audio accessory brand’s positioning allows it to compete well against Bose, a respected market leader, especially with younger consumers. Even though Bose is very well known for its technical prowess, Beats Electronics offers headphones and similar accessories that give bass-heavy sound, and look appealing too.

Many of the brand’s marketing materials are not only visually stunning, but they feature celebrities proudly wearing the audio gear.

Image via www.beatsbydre.com

As a result, the brand is positioned as a cool, capable choice for people who love music and want to showcase that devotion through stylish accessories. [6] Beats Electronics is doing so well, it’s aiming to expand into other geographic markets. [7]

NoBull Burgers

This brand has successfully carved out a niche in the veggie burger market in its native Charlottesville, Virginia, plus many other states, along with Washington DC.

The burgers are organic and offer two flavour varieties. In addition to purchasing them in shops, people can also buy them through Relay Foods, a delivery service. The brand’s position focuses on the company being locally connected, and thereby more able than some competitors to determine what customers want. [8] Furthermore, the wholesome ingredients appeal to people who want healthy and tasty food.

Image via www.nobullburgers.ca

JetBlue Airlines

This budget-friendly airline has succeeded because it takes the position that low-cost fares and high-quality air travel can go hand in hand. [9] For example, travelers sit in leather seats and enjoy ample legroom. They also get unlimited snacks and even get the opportunity to use the Internet for free as they fly. Fantastic customer service is another thing the brand’s known for, and JetBlue has proven people don’t have to endure poor treatment for low-priced airfare.

If your brand is well positioned like the examples mentioned, it will achieve the attention it needs to thrive. Even more importantly, brands that have excellent positions stay etched in customers’ minds even as other options crop up and endeavour to capture a chunk of your market share.

Do you need to enhance your brand positioning? Take a look at the Personality Profile Performer™ Programme. It’s a step-by-step process empowering you to build your brand and it’s positioning.

Key Takeaways:

Brand positioning gives customers reasons to buy one product or service over another
Brand positioning can be affected by aspects like style and tone-of-voice, brand personality, uniqueness, customer types and company reputation
A brand positioning statement succinctly tells customers what your brand can do that others can’t, and why it’s valuable and believable
The quality of a customer experience, the positive impact of a brand and its ability to meet needs must help differentiate it

Questions to Consider:

What are a few things you believe customers think of when envisioning your brand?
How might you work to make customers have more favorable brand associations that result in better positioning?
Can you name at least a few ways your company excels compared to competitors?
Have you considered how to help your brand maintain a good position over a long-term basis?
How might you make your brand’s position more believable?

What Is Brand Tone of Voice?

Related: Use Humour in Branding to Create Strong Emotional Bonds so You Increase Sales

Your Brand Tone of Voice Must Speak to Your Target Customer

Related: Luxury Branding: How to Establish or Re-Position Your High-End Brand

Related: Brand Voice: Differentiating Through Your Own Brand Language and Attitude

Brand Tone of Voice and Word Style

Related: Brand Crisis – How to Manage, Survive and Thrive

Related: What Brands Can Learn From Political Campaigns

Brand Tone of Voice in Social Media

Related: Personality Matters, Bring Your Brand to Life to Grow Your Profits

Related: Social Branding: The New Rules for Brand Success on Social Media

Summary

Questions To Consider in Your Brand Tone of Voice

Related: Rebranding: 15 Do’s and Don’ts for Brand Success

The Small Business Brand Advantage

Brand: Harry Potter

Brand: SoulCycle

Brand: Spanx

Brand: Uber

Brand: Warby Parker

Six Questions For Brand Owner Managers to Consider About Brand Storytelling

Part 1. (see Part 2 here)

5 Great Brand Stories that Sell Themselves

Brand: Airbnb

Brand: Amazon

Brand: Dollar Shave Club

Brand: Facebook

Brand: Guinness

De-Mystify the Black Art of Branding

Six Questions For SMEs / SMBs to Consider About Brand Stories

It’s a Brand Crisis: First Things First

Step 1: Damage Control

Step 2: Assessing the Brand Damage

Step 3: Short-Term Brand Damage

After the Brand Crisis: Getting Back to Normal

Step 4: Long-Term Brand Damage

Step 5: The Problem Gets Fixed

What Now For My Brand?

Option 1: A Brand Refresh

Option 2: A Re-branding

A Bump in the Road for Brands

1. Product Failures

2. Brand Embarrassment

3. High Profile Dishonesty

4. Broken Brand Promises

5. Scandals

Questions to ask while reinforcing or rebuilding your brand:

Brand Vision: Differentiation is Everything in Brand Strategy

Healthy Brand Competition

You Are Your Brand

Know Your Brand’s Target Audience

Brand Messaging Cannot be Overrated

Brand Storytelling Matters

Sub-Branding Opportunities and Risks

The Appeal of Disruptor Brands

Consider these questions:

<img loading="lazy" decoding="async" class="aligncenter size-full wp-image-2984" src="http://www.personadesign.ie/wp-content/uploads/2016/08/scaring-you-shitless.gif" alt="scaring-you-shitless" width="852" height="669" /> Image via Gapingvoid, © Hugh MacLeod

Branding From the Beginning

Startup Brands Are Still Brands

What Is and Is Not Your Brand

Essentials for Startup Brands and Branding

“Here’s the secret: Pitch the problem, not the solution.”

Ten Essential Startup Branding Tips

Tip #1: Building Your Brand

Image via Broadlake

Image via Stanford University

Tip #2: A Brand is Not a Logo

Image via Slideshare

Image via Naldz Graphics

Image via Twitter

Tip #3: Build Brand Trust

Image via Twitter

Image via Ayda

Tip #4: Identify Brand Need

Tip #5: Become a Brand Guru

Tip #6: Determine Brand Positioning

Tip #7: Communicate Your Brand

Image via Gapingvoid, © Hugh MacLeod

Tip #8: Delight Your Customers

Tip #9: Believe in Your Brand

Image via Gapingvoid, © Hugh MacLeod

^{^[1]} https://www.linkedin.com/today/author/1213

^{^[2]} http://www.inc.com/leigh-buchanan/us-entrepreneurship-reaches-record-highs.html

^{^[3]} https://hbr.org/2011/06/a-logo-is-not-a-brand/

^{^[4]} https://www.linkedin.com/in/davemcclure

^{^[5]} https://www.youtube.com/watch?v=6DlrqeWrczs

^{^[6]} https://techcrunch.com/2015/03/22/mentors-are-the-secret-weapons-of-successful-startups

^{^[7]} http://www.inc.com/cody-steve/yahoo-logo-redesign-marissa-mayer.html

^{^[8]} http://bit.ly/2aj9GDW