Brand Self-Awareness: Becoming Conscious

Brand Identity
Show Them Who You Are

This week we’re meeting with a new consulting company to listen to some of their marketing dilemmas. They’re excited about a tremendous opportunity with a multi-national manufacturer. Yet despite their impressive backgrounds and early success, the company needs help. They need help organizing their business process and translating their service offerings into tangible, easy-to-understand documentation. They need a way to reach new clients and to present their solutions simply, cohesively, and with memorable impact. Of course, as they’ve come to realize, such feats are not easy to accomplish on their own.

The failure with marketing communications most often occurs when companies fail to develop their brand strategy. An effective business process is not enough to win over new prospects. A company must be able to effectively communicate their basic value propositions and their unique way of doing business. They must, in effect, become “self-aware.”

Corporate Identity

A corporate identity that is “self aware” starts with identifying a company’s core values. This step is often glossed over by ambitious upstarts. “We already know who we are” is the common thinking here. Yet the overuse of stock images and photography is a clear example that companies don’t know who they are. Everyone thinks their company can succeed if they’d just be given the chance. Below are three requirements for building a brand strategy that invests in more than just wishful thinking…

1)    Identity your core values and what differentiates you from your competition.

2)    Communicate your basic value propositions through high-quality imagery, photography, and messaging.

3)    Breathe life into your corporate identity with an integrated online and offline marketing strategy.

In order to build a foundation for you company’s brand, start with the cement. Invest in a marketing partner that can help you envision, create, and reach new opportunities. Invest in the dream of creating the best firm or company in your industry or market niche. Isn’t that why you’re in business in the first place? Of course it is. Yet we cannot do it alone. We need the strategic and tactical help of partners similarly invested in our success.

Messina Marketing Group

Authentic Branding and New Media Transparency

THE END OF SECRECY

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I borrow the phrase “The End of Secrecy” from visionary and speaker Tim Sander’s recent blog post, where he reminds us “You can’t hide anymore in the new digital world we live in…this is great news for good people. Secrecy is the ally to evil. Think about the future of business in a transparent world: No bad act gets hidden, no good act goes unnoticed. What does this mean? Same things I’ve been saying since 2002—nice, smart people succeed.”

Nice, smart people succeed. It is certainly a utopian vision. But with an internet so appealing to the masses and the inherent transparency of social media networks, such a vision of a more open and honest internet is a win-win for many passionate small businesses.

ignore-smWhy? Because consumers are smarter than ever. And they’re just plain tired of hard sells and traditional advertising. In short, the digital natives are restless.

But just what is “transparency” and
why is it important?

Transparency in business today means exposing your intentions. It means providing real value first, and it means developing an authentic personal or small-business brand. And today, an internet-oriented “brand” must convey WHO YOU ARE, not what you do.

A couple of weeks ago, we met Steven, our aspiring food critic. Steven isn’t sure where he’ll sell his restaurant reviews and lifestyle commentaries: online, in print, maybe both. What he does know is that in order to succeed as a food critic, he needs an online presence. He needs to take himself and “get branded.”

My recent post, “Brand Myself? Are You Kidding?” takes a hard look at the importance of self-branding in an internet savvy world. In this context, branding isn’t so much an effort to sell as it is an effort to share. For entrepreneurs like Steven, it’s a process of becoming the business he sees himself becoming.

But how do I go about branding myself?

becky_holmes_wondering_lgeSmall-business branding is a birthing process, and it’s never easy to know who you are before you’ve become it! Yet this is exactly what one must do in order to build an entrepreneurial business online. Here are some tips on branding yourself and your business successfully:

Be authentic. Express yourself in a brand that shows us who you are—your values, your voice, and your vision. If you’re uncertain about these, ask a brand image consultant (like us) to help you develop who you are into who you’re now becoming.

Provide value up front. This means giving something of real value to your visitors. When someone arrives at your blog, be sure to reward them for finding you. Share with them your personal experiences (lots of value there!), links to interesting places, and other helpful resources.

Avoid the hard sell. With small business websites, it’s obvious when someone is being obvious. Decades of print and mass media advertising have conditioned us to avoid the hard sell. Remember your readers can walk away with the click of a mouse. Don’t make it easy for them by pitching yourself on your home page.

Think like a surfer. When creating your content, think about how you surf the internet. Do you enjoy seeing cluttered homepages? When shopping for a product or service, do you find too much content overwhelming? Use your own online experience as a reference point.

Stay tuned for updates on Steven’s brand-building adventure, as well as ideas for new business bloggers.

Messina Marketing Group

Brand Myself? Are You Kidding?

It’s 2009 and it’s time to wake up to the new media revolution. With more people spending more time online than ever, it’s time to get our heads out of the “I don’t get it” sand and smell the social network coffee. Here are the stats:

• Social networks and blogs are now the 4th most popular online activity ahead
of personal email

• Member communities are visited by 67% of the global online population

• Time spent on member communities is growing at 3 times the overall
internet rate, accounting for almost 10% of all internet time

~PDF, Nielsen Online, March 2009

Teens on Computer

When I talk to people IRL (in real life), I get a range of reactions to social media. Most have an impressive way of masking their ambivalence, nodding their heads in understanding while wishing I’d return to earth from my cyberspace soapbox. Others openly admit they have no clue about Twitter and don’t understand why anyone would use it.

Some people however, like my friend Steven, understand that now is the time to brand themselves online. Steven works for a high-end retailer but craves something more for himself and his career. His goal: to be an online food critic.

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While working full-time, Steven also takes culinary classes. Next year he hopes to close in on his B.A. in Writing & Journalism. Steven knows that by starting a blog now, he becomes an online participant in the food critic world. A blog for Steven will serve as a business card, store front, and reputation-builder, all rolled up into one. An online presence will establish him as a professional long before his final vision is realized. And this is the whole point for people with dreams on the back burner: Get online. Get yourself positioned. And do it now.

D. Armano

D. Armano

In the coming months we will follow Steven on his self-branding journey. What will his blog look like? What kind of content will he post? How will Steven’s personal brand evolve?

For a deeper look into self-branding and its significance on the web, see this 20-minute presentation by social media thinker, David Armano: Brand U.0, VIDEO

Thank you for subscribing to Writing Killer Content. I am especially grateful for all the positive feedback to The Social Media Journey, posted 8/11/09. Let’s continue to explore more of the new media frontier in the coming weeks and months.

Messina Marketing Group