Tuesday, 24 September 2013
Brand Engagement
Marketers aim to manage brands effectively, but what exactly does that mean? Surely successful brands manage themselves? Do customers not decide the terms of a relationship with specific brands? In answer to these two questions: yes and yes. At least that is how successful marketers make it appear. This is all achieved by excelling at brand engagement.
Encouraging repeat or new customers to engage with a brand is not as straightforward as it may seem, but there are a number of techniques marketers can employ to stir interest in a service or product. Some methods are extremely obvious and others take are more subtle approach. The idea is to find what works best for a particular brand and continue with that method.
Brand engagement describes how a relationship begins, continues to grow and how it keeps the relationship going between an individual and a brand. Though different in a number of ways, engagement can occur through advertising directly, such as when marketers make a conscious effort to repeat a message to consumers. That message could be designed to administer a certain thought or discussion among your target market, such that a shared perception of the brand takes shape.
When a company, product, service or brand has had a strong image established, sentiment can be manipulated with a great deal of ease in a specific direction; for example, Sainsbury's has established itself as the UK's premium supermarket, when compared with ASDA, Tesco and other budget-driven stores. But Sainsbury's is in fact no different from any other supermarket in the UK; it sells pretty much the same goods, but the environment given off in the shop whilst customers are shopping gives a completely different experience compared to he other supermarkets. There is a perception of the quality of goods among customers being better. Sales can then become driven by choice, not price. Meaning customers are not thinking about the Value but more the quality. Sainsbury's is a typical supermarket where customers interact in a way with the stores brand in which the store is perceived to be of better quality than it competitors, therefore allowing Sainsbury's to sell the same goods as it competitors at higher prices, although it may no do on every product.
Engagement with brands can generate and emphasise awareness. And awareness is what governs exactly what a brand is able to achieve and what is not possible. Again using Sainsbury's as an example, in the late 1990's Sainsbury's entered a price war with Tesco's meaning it tried to convince its customers it had become a value driven supermarket, hey even enlisted the help of John Cleese in a failed attempt to convince its customers. Of course, they hadn't Sainsbury's made the mistake of trying to advertise its brand in a completely different direction to how its customers perceived it. A lesson Sainsbury's quickly learnt.
Going by Sainsbury's example, brand engagement can not only act as a catalyst for success it can also be a restraint to businesses. Peoples perceptions and attitudes are at times impossible to control, however they can be manipulated for example, an online business could attempt to offer a more relaxed and welcoming environment for its customers by doing something as simple as offering games, competitions and engaging content. Providing the changes are not only subtle but also relevant over time the way people view that company is likely to have improved.
The service-profit chain is another aspect of engagement that should not be overlooked, it governs the relationship between satisfaction and profitability (customers) and loyalty and productivity (employees). Basically meaning the better treatment your staff receive the better experience you customer will receive which will mean an increase in the input and output of a company.
Sunday, 22 September 2013
The Undeniable Power of Your Brand: The Secret Tool to Create Competitive Advantage
A few weeks ago, my husband and I signed up to ride in a cycling event in our local community. Great event, gorgeous ride, fun people, and a terrific cause: raising money for disadvantaged youth. Yes, this was a win/win all the way around, and a good way to invest our time and energy.
The morning of the ride, we showed up early, eager to sign in and get all of our free goodies and our t-shirts. Immediately, I noticed a former client of mine was sponsoring the event. I was thrilled; for them, this was the perfect fit, and a perfect way to spend their marketing resources expanding their brand.
Let me backup and explain. I have worked with this client, one of my favorites, on and off for years doing several keynote speaking engagements, coaching of high potentials, and some consulting. Their goal in everything has been to grow and expand market share through raising awareness of their brand and using brand awareness as a way to create competitive advantage. They were/are in an overcrowded market place (like so many of us) and creating a strong bond was a key way to distinguish themselves from their competition.
I was thrilled to see them as a sponsor and even more excited to see they had an entire team (wearing their company jerseys) riding in the event and working the crowd. Why? Why was this such a big deal, and why did what they chose to sponsor and invest their resources in matter? Because in today's economy, in the Trust and Value Economy, your brand is important, as it says volumes about who you are and what you stand for. These are the first things customers and prospects are looking for when they begin to "size" you up as a potential business partner. Remember, times have changed and the consumer is in control, what we sell has become a commodity, and how we sell it has become our competitive advantage. Customers are looking for both a reason to and not to choose us, and the first place they look is to whether our actions match our words. Does what you say, what you promise, match your actions?
Again, let me explain. My client is a healthcare organization committed to helping people live long and healthy lives. Their goal is to teach people about their health (body, mind, and spirit) and to empower them to take charge of their health. When we first started working together, many of their employees were terribly out of shape, their cafeteria served unhealthy food, and their marketing dollars were often spent on events that did not promote physical activity and one's that served unhealthy food choices.
Now, you ask what is wrong with that? You don't see anything wrong with a company promoting a little fried chicken and french fries. I mean we all like that now and then. Well sure we do, but when you are a company promoting health, in effect "selling" healthy habits, and pouring valuable resources and assets into telling people that the value of working with you is that they will gain the knowledge, skills, and promise of proactive health, then all of your actions suggest differently, well, you confuse your customers and create a lack of trust. It leaves them with uncertainty. Yes, it is subtle, but it is powerful.
However, if you are mindful of your brand, mindful of your actions, you will actually proactively create trust, and that trust (emotional bond) will differentiate you from your competition in the mind of your customer. Again, subtle but powerful.
The reason I was so happy to see my former customer sponsoring this event was that it said volumes about the changes they'd made and their level of commitment to their beliefs. This one event was a strong statement about who they are and what they stand for. Not only did they invest dollars to support the event, but their healthy team of fit riders also participated by cycling the century, working the crowd, and showing the community just how committed they are to a proactive, healthy lifestyle.
In addition, they have created and enrolled almost all of their employees in a wellness program and replaced their not so healthy cafeteria food with much healthier and fresher choices. Now, when you hear their name, you not only hear the promise of health, you see it, and you experience it.
This is an overcrowded market place, and consumers are overwhelmed with choice. What we sell has become a commodity, but how we sell it is our competitive advantage. The only thing making you stand out is how much your customers and prospects trust you and how much they believe you can add value. That all begins with the power of your brand; your true competitive advantage.
The Best Advice On Being A Logo Designer
1) LISTEN TO YOUR CUSTOMERS.
Consumers of a brand may discuss the brand and associate it with particular characteristics that can be incorporated into the design. For example, the logo of a technology company that aims to be cutting edge but is considered user friendly by consumers should cater to the views of the consumer and create a logo that is vibrant and colourful signifying user friendly technology.
The essence of logo design is for better brand recognition, when consumers begin to relate a brand to a particular feature then using that feature for the basis of a logo design would be the most effective thing to do.
2) DETERMINE THE BUDGET FOR LOGO DESIGN.
The cost incurred to a company while commissioning a project for logo design does not only include the costs incurred when relegating the task to a professional but also includes the costs incurred while printing the logo onto various marketing products. Highly successful logo designers will be able to determine if designs can be easily printed onto marketing products or if the costs of printing would be too high. This should be an important consideration for start ups which may not be able to spend too much on marketing.
3) DO NOT BE OVER SPECIFIC.
The logo design for any company should be a little broad based and not be too specific to the current business of the company. This is because a lot of companies, over time, broaden their business domain or change businesses. This will result in the logo becoming outdated.
A logo specifically designed to represent a particular business may have been great to start with but as businesses change, you will be forced to change the logo as it does not signify your current business. This might leave you at the cross roads as people may strongly connect the logo with your company and changing that might affect your brand identity.
4) PEOPLE SHOULD RELATE TO THE LOGO.
For a lasting and effective logo, the design of the logo should be such that it relates to the consumer and engages them. There should be a remarkable angle added to the logo that a consumer can associate with. A logo design company with a pulse on market trends will design logos that appeal to the common man without it being too difficult to comprehend. A logo design that is too complex for the layman will never become as popular as you would want it to be. The best way to ensure that your company gets a great logo is to entrust the job to a highly recommended graphic design company that would carry out intense market research before assigning a winning logo.
Max Chohan is a highly experienced web designer and graphic designer working for a leading graphic design company in Dubai.
Friday, 20 September 2013
Pros And Cons Of Working As A Freelance Graphic Designer Against Working For An Agency
The projects that you would get to work on as a freelancer varies quite significantly with the projects that you work on when in an agency. An agency would attract big names and branding for such agencies will bring in better exposure. However, you will not be able to pick on projects that you would like to work on, instead projects will be assigned to you by a superior.
As a freelancer, you can choose projects that you like and give up projects that you don't like to work on. The sad part is that, apart from designing, you will be responsible for a lot of 'other' work which includes responding to mails, negotiating the pay and marketing your skills. During initial periods, there will be periods of lull where projects will just not come your way.
2) PAY.
This is a big factor and this is the driving force for every working individual. As a freelancer, the beginning may be tough where you have to slug it out to get your first few clients. It could mean long hours of marketing and intense working to complete projects ahead of time to impress clients. As this phase tides over, the more experienced and successful freelance designers, say logo designers, would find themselves in a financially better mode as projects keep heaping up and, as there are no overheads, the rewards will be better.
Working for an agency would mean that the work is constant and so is the pay. There may be slow increases in pay as your level and position in the organisation improves. The advantage is that there will be benefits like medical insurance, travel allowance, office parties and recognition for good work.
3) WORK ENVIRONMENT.
A freelancer is free to work whenever he feels inspired to. This means that there is no looming figure sitting ahead of you watching when you work. Late mornings and late nights might become a part of normal work culture and you can take some time off between projects without having to ask someone. The drawback of being a freelancer is that there will be no one you can interact with, especially if there is no one at home. This could mean that you will be limiting the number of people you will be interacting with.
In an agency, time spent at the office should be accounted for and there will be monitoring. The best part is, however, that you get to meet a lot of like minded people with whom you can discuss creative ideas and, maybe, even go out for lunches together. There will be a sense of camaraderie in the work environment and meeting people everyday could make it more cheerful. A design agency, like a graphic design company, will encourage working relationships where ideas may be discussed freely in a highly friendly yet competitive work environment.
There are equal number of positives and negatives in both freelancing as well as working for an agency, it depends on individual preferences to make a final calling.
Max Chohan is a highly experienced web designer and graphic designer working for a leading graphic design company in Dubai.
Thursday, 19 September 2013
Personalized Business Gifts for Any Occasion
When it comes to sending presents to professional associates or colleagues, personalized business gifts are a smart choice. Today it is very easy to find these items as they are widely sold online, as well as in local department and specialty stores. There is a huge array of items that can be customized with a client's monogram or your own company logo.
Giving personalized corporate gifts is a great way to make a positive impression with clients both current and prospective, as well as impressing professional colleagues. These gifts work because they demonstrate that you have made an effort to find a special gift, as opposed to simply grabbing something off a retail shelf. These presents are created with the receiver in mind, which can go a long way in creating a firm professional relationship.
High-quality gifts such as monogrammed cufflinks tend to be excellent choices. While the recipient may seem to "have it all," everyone likes something that was made just for them. However, the item does not have to be expensive: after all, the thought counts, not the fiscal value of the item. This is what makes customized gifts such a great choice: even a relatively inexpensive item can gain special value when it is personalized.
Another way that personalized presents work is the fact that the giftee will almost certainly not have anything like it. When you set aside the time to have an item personalized, it becomes completely unique. Everyone likes getting something that's far from the status quo. Additionally, try to match the item with the recipient's hobbies or interests, so that they will use it and be reminded of your relationship. For example, an aficionado of fine cigars would probably thoroughly enjoy a humidor with their fancy monogram on it. An executive who frequently travels for work would get great use out of a customized duffel bag or rolling suitcase.
The variety of personalized business gifts to choose from is nearly infinite. They can be engraved, embossed, or just screen-printed with your logo and the recipient's name. Depending on the material, embroidery can also be a great choice. While embroidering materials is a little more expensive than simply getting them screen-printed, it's hard to argue with the sophistication and durability of the final product. Of course, for businesses with colorful or complex logos, this may be difficult. However, many graphic designers are happy to provide a streamlined vector version to make things easier for everyone involved.
When it comes to creating personalized business gifts, the Internet is an excellent resource. Find out more at http://www.caneriverpecan.com/.
Tuesday, 17 September 2013
Walt Disney Company - One of the World's Most Valuable Companies With a Brand Value
When we say a rich company, names such as Wall-Mart Stores, Royal Dutch Shell, Exxon Mobil Corporation, China National Petroleum Corporation, and Sinopec Group immediately come to our mind, but there are also other business entities that have made a name in the world due to their brand values. These companies are known by their logo, name, and image among the consumers. The products and services of these companies are also sold at a premium price because customers have more faith on these brands for their better qualities and performances.
The companies with highest brand values are prominently ranked by the reputed ranking magazines. Forbes, "The World's Most Powerful Brands" list has rankings of 100 companies as per their Brand Value, Consumer Perception, Company Advertising, Industry Type, and Brand Revenue. Apple tops the list with $87.1 billion brand value, joined by Microsoft, valued at $54.7 billion, a beverage company has 3rd ranking, IBM ranks fourth, and Google is ranked 5th and valued at $37.6 billion. Although, these companies hold top five positions, there are also other business organizations such as Walt Disney Company that are equally popular among the consumers. According to Forbes list, Walt Disney Company has both brand value and largest media revenue. Disney is also widely admired by consumers and visitors.
Walt Disney Company
Walt Disney, popularly known as Disney was founded by Walt and Roy Disney in Los Angeles, California on October 16, 1923. The company headquarters in Walt Disney Studios, 500 S. Buena Vista Street, Burbank, California. It is media and international family entertainment enterprise, and diversified into 43 parks and resorts, interactive media, $3 billion consumer products division, and media networks through subsidiaries and affiliates.
The company is the largest media corporation in the world. The largest shareholder of the company is the trust of Late Steve Jobs. The net worth of the company is estimated at $103.96 billion, and annual sales are valued at $42.84 billion. In fiscal 2012, the net income of the company was estimated at $5.7 billion and $42.3 billion revenue.
According to Forbes "The World's Most Powerful Brands" list, Walt Disney has 13th ranking with a brand value of $19 billion. The Consumer Perception ranking of the company is 8th, Brand Revenue $21.2 billion, and Company Advertising $2,800 million.
Disney Media Networks
The media networks of the company consist of ESPN Inc and the Disney/ABC Television Group including a wide range of cable, broadcast, digital, publishing, and cable business.
Disney Parks and Resorts
Disneyland was opened on July 17, 1955, ushering a new era in family entertainment. Today, it is the world's largest travel and leisure experiences for the families worldwide. Walt Disney Parks and Resorts (WDP&R) are spread in North America, Europe and Asia and include 43 resorts, 11 theme parks, and the Disney Cruise Line for members and family vacation experiences.
The Walt Disney Studios
The name of the Disney Brothers Studio was changed to the Walt Disney studio in January 1926 after completion of the studio on Hyperion Street. The studio releases films, stage plays, and music to consumers throughout the world.
Disney Consumer Products
Disney Consumer Products are sold through franchise-based licensing business. The merchandise are brand specific and include stationery, books, magazines, electronics, arts, foods and beverages, toys, apparel, and home décor. The company also provides online shopping portals. Disney Publishing Worldwide is for children's books and magazines.
Disney Interactive
Disney Interactive was founded in 2008 for entertaining kids, families and consumers worldwide. Disney Interactive entertainment functions on digital media platforms and include social, mobile and console games, online virtual worlds, along with Disney.com, the Disney YouTube channels, and Family network of websites such as DisneyBaby.com, Babble.com, and Babyzone.com.
Since its inception in 1920s, Disney has been providing entertainment to millions of families and guests each year through 11 theme parks in 11 locations worldwide. The list of Disneyland around the world includes Disneyland Resort, Anaheim, California, Walt Disney World Resort, Lake Buena Vista, Florida, Disneyland Resort Paris, Tokyo Disney Resort, and Hong Kong Disneyland Resort.
You can also click Walt Disney company to know more about Disney.
Internet Marketing Myths: You Have to Pay for Branding (Big, Fat Lie)
Are you familiar with the idea that you must hire an expert or agency to develop great branding for your business? In the world of internet marketing, this has become "common knowledge."
But, this is one of the most costly mistakes a company can make, simply because there's vast disagreement on what "branding" is, and how to use it to improve return on investment (ROI).
Here's how a few of the legends of marketing weigh-in on branding:
"Every advertisement should be thought of as a contribution to the complex symbol which is the brand image." - David Ogilvy
"A brand is the personification of a product, service, or even entire company." - Robert Blanchard
"Brand refers to the set of characteristics that arise in a customer's mind when that person hears your name or sees your logo." - Bill Chiaravalle
But, what you're most likely familiar with is money-suck, image based "branding" (advertising) that media companies sell to take advantage of business owners who don't understand effective marketing. Think of your yellow page salesmen or the local newspaper ad rep.
What I tell clients when they say that their branding needs help is that it's impossible to pay for great branding. It's something that comes directly from you.
You're already a brand, and you should use your personal branding in your ads, marketing, and sales approaches.
What follows are lists of strategy for how to waste money on branding and then strategies for how to use branding to boost your sales, raise your prices, and skyrocket your ROI.
How to Waste Money
- Experiment with new logo designs
- Pay several thousand dollars for your website
- Buy ads from local sales reps
- Hire a branding consultant to tell you what to do and say, and who to be
How to Create a Return on Investment
- Tell your story
- Showcase awards and endorsements
- Reveal your personality
- Use proven, Direct Response Marketing strategies that produce a measurable return on investment
- Create a Unique Selling Proposition (USP), which answers the question, "Why should I... your prospect... do business with you verses any and every other option available to me, including doing nothing at all?"
It's important to remember that people buy from other people, not from businesses. Who you are being is as important as what you do. Your personality is one-of-a-kind, and can't be copied by competition, mass manufactured, or undersold. That's the power of your own, personal branding.
If you find yourself unable to follow these tips, you may want to get experienced help capturing the unique characteristics of your personal brand.
And now I want to invite you to claim your FREE 30-minute Strategy Session when you visit http://www.jamesclouser.com.
From James Clouser - Direct Response Copywriter & Marketing Consultant
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