We hear the terms branding and brand thrown around all the time in reference to a logo or visual representation, however a brand is the total image or personality of your business. It is built from a collection of perceptions as a result of exposure to EVERY aspect of your communication with the world. Keep in mind, consumers will determine your brand based on how it makes them feel and their perception is everything.

Here is a sample list of things to keep in mind when evaluating your brand:

- Customer Experience
- Packaging
- Customer Service
- Advertising messages
- Communication via social media
- Pricing
- All aspects of design (colors, fonts, layouts)
- Your logo
- Your name
- Your employees
- Your reputation
- Your physical location / environment

As marketers it is our job to find and focus on the attributes that make each brand different. Every successful company has a unique selling proposition, but it is not enough to simply say that you have one. Every piece of marketing and communication should answer the HOW question. We are different because…

image courtesy Halton Region Small Business Centre

This, of course, is not mis-calulated, foolish risk-taking. Instead, it involves careful discernment and preparation. Even more so, it requires courage to try, go against the norm and say “why not?” when others have stopped at “why?”

Steve Jobs was not satisfied with the status quo and his life will continue to be an inspiration.

In business and marketing don’t settle for good. Push boundaries even if they are uncomfortable. Try something new. Do something great.

According the the “Social Break-Up,” a study that surveyed 1,500+ consumers about their online behaviors and motivations for unliking or unfollowing brands on social media, the number one reason a business page will get “unliked” is as a result of posting too frequently. Other deterrents included, boring and predictable content, overcrowded newsfeed, and only taking advantage of a one-time offer.

This chart from mashable.com gives a great visual breakdown of why a business will get unliked on Facebook. Check out this fantastic post entitled, Top Reasons Why Consumers Unsubscribe Via E-mail, Facebook & Twitter by Erica Swallow.

So how much is too much? This is a debated issue and is truly dependent on your particular audience and brand. For one brand, one post per day may be plenty, but for another 3 is a good number. No matter what, be sure to space out your updates. Nothing is more annoying than a crowded newsfeed filled with updates from one particular brand!

The site has been designed to be ultra sleek and simple. We want you to be able to get the information you want right away. If you have some time to look around, though, please browse through our blog for some great marketing-advice filled posts.

Please let us know if there is anything you would like to see or have explained in more detail. We are always up for a marketing discussion!

In virtually any discussion about social media this point is bound to come up- Social Media for business = Conversation. Is this correct? In part, yes, but it’s time we move past this idea and get to something deeper.

How many of us see the posts on Facebook coming from a business something along the lines of “What are you doing today?”, “What’s your favorite color?”, “We like strawberries, do you?” …you get the idea. I applaud the companies efforts at facilitating conversation, but why force it? In my opinion, forcing a conversation is worse than no conversation at all. In some cases, what I mentioned above can be beneficial. Companies asking relevant questions and allowing the members of their Facebook communities to disccuss amongst themselves is awesome! What I’m talking about here are the seemingly forced conversations. Do I really want to tell Joe’s Bike Shop (made up business) what I’m doing on New Year’s Eve?

The point is-  give me exciting, relevant content. Give your customers and social media audience something of VALUE to chew on. If conversations happen as a result, then great! If there is a crisis to solve or an issue that needs customer service provided through SM, these portals provide a seamless way to do so. But don’t try to force us to talk just because you feel that a “conversation” must be happening at all times.

Here is Mr. Kearny’s letter:

Your editorial (July 21) against the “clever” idea of opening up highway emergency signs to advertising was too tepid and cautious. The genius of that idea is how many other openings for easy state funding it opens up.

Think of fire engines — those lights, those sirens, those long sides cluttered with ladders instead of ads. And why should they make that god-awful screech when they could be playing a Pepsi jingle instead?

And the roadways themselves. Those endless 10-foot-wide ribbons of boring asphalt and concrete could be jazzed up with the genius of Madison Avenue.

Or how about a two-track 911: “If you would like to expedite service, please press 1 and have your credit card handy. Otherwise, stay on the line and one of our dispatchers will be with you shortly”?

Our highways are befouled by too many billboards. Instead of adding more, we should tax them by the square foot, using the money to remove obsolete and unprofitable signs, to beautify the roads and to promote the tourist industry. Instead of privatizing yet another public asset, we should charge private industry when it encroaches on the commons — our beautiful Penn’s Woods.

To this I responded with the following:

I love the idea of the jingle playing when the fire engine is coming down the street! But Pepsi? Why not make a local tie in with the Hershey “Sweetest Place on Earth” jingle. That way we’ll be reminded how great this area is during times of tragedy.

Lastly, I think you forgot the annoying cross-walk sound. Instead of “beep beep” it could be “Metro bank gives you dog treats” or “Capital Blue Cross-we care about your health, so cross cautiously”. You sir, are a genius!

Think "outside" the box.

Mr. Kearney,

Unlike a lot of people are able to do in this day and age, you THINK outside of the box. Without knowing it (or maybe you do), your demonstration of marketing thought processes should be rewarded (no matter how tongue-in-cheek). Too many businesses these days care more about painting inside the lines and copying their competition, that truly imaginative advertising is few and far between. I commend your ability to brain storm and I hope you are involved with the advertising industry.

Business owners take note, be creative, don’t just “run an ad” — turn some heads!  I bet a fire-truck blasting “ba-da-da-da-da, I’m loving it” would get a second look.

The first one comes from Mercedes.  They’re alleging that Santa rides his bike around and works for quality control at a Mercedes factory, which is attached to his home office. No wonder Mercedes are so expensive, they ship from the North Pole?

When Santa isn’t busy assuring quality at Mercedes, he’s shopping for flatscreens at Sears (with the reindeer). I don’t think I’d be allowed to bring my weiner dog into Sears, let alone 12 reindeer.

But be careful out there. That Sears Research Center might not be as simple as it seems. The Consumerist has a story about a woman who wasted 4 hours at various Sears locations trying to find a PS3.

All Santa commercials aside, who doesn’t love ugly sweaters?

Cozy! Sophisticated!

The Kansas City Art Institute’s website lets you make your own digital ugly Christmas sweater.

Happy Holidays!

While I could sit here and churn out facts on why text message (aka SMS) marketing is so simple and adaptable to work for literally any type of business…

• On average, text messages are read within four minutes compared to 48 hours with e-mail.
• 4.1 billion texts are sent per day in the US. by approximately 1.8 billion users.
• Response rates are 2 to 10 times higher than online display ads.

…it’s definitely nicer to see a text marketing success story in real life. Enter Fox Chevrolet in Timonium, MD.

Fox Chevrolet teamed up in a campaign with radio station 98 Rock to try and drive people to Fox’s lot during this years horrible economic downturn (especially for the auto industry). Fox did this well before the government sponsored “cash for clunkers” program kicked in, and tried to use mobile marketing to bolster sales.

Ten and fifteen-second promos were aired on 98 Rock telling listeners to text in to enter to win a $98 car.

The success was staggering. 500 listeners texted “FOX” to the station’s short code, and 300 people attended a special day-long event. After all was said and done, Fox sold 36 cars that day, 17 new, 17 used, and two winners drove off in two $98 cars.

Jeff Hasen is the man behind the plan and says, “Customers who opt-in are customers who are looking to buy. You would be hard-pressed to find a campaign that performed as well during the recession.”

This is a testament to mobile marketing. Even in the face of a cold hard recession, SMS marketing scores huge results and it makes sense why. People are increasingly CRAZY about texting, even so much that they find it wise to text while driving. And people don’t go anywhere without their phone, it’s always on them, just waiting for businesses to prompt them unforgettable coupons like “Text MCDS to 55543 for a free double cheeseburger”. Or something like that. Who doesn’t want a $98 dollar car or a free double cheeseburger?

I’ve been thinking about authenticity a lot lately. Not only in online communication, but in the business world. “Authenticity” seems so open-ended.  I asked myself what does it really mean to be authentic? What are the characteristics of a business that is acting that way?

I came up with the following that can be translated in the social media realm…

1. Authentic Businesses Are “Givers” : Instead of promoting themselves, Authentic Businesses share the love! They link to numerous blogs and comment on blogs. They spread Re-tweets and give credit where credit is due. People appreciate givers and these businesses give a lot!

2. Authentic Businesses Add to the Conversation: Social media is like a party. People are chatting and mingling with different people in the room. Likewise, people on social media sites such as Twitter are all chatting about anything and everything. You wouldn’t (hopefully!) walk into a party and start shouting about your latest promotion. Most of us will be friendly, start chatting, meet someone new, ask them about themselves. Business may certainly come up, but sincerely adding to the conversation is foremost.

2. Authentic Businesses Are Helpful: Some people are afraid to give out their expertise and advice. They hold on to their knowledge with a tight fist. In another blog post I have mentioned the theory of an open hand. Sand falls out of a tight fist, but and open hand will hold it. The same holds true with the information you provide via social media. YES it is “giving your expertise away for free.” But the upside is so much better. People establish your credibility, they trust you, and they are more likely to reach to you when it comes to a purchase decision.  Helpful businesses show that they care about their customers and consumers will remember a business that has helped them.

3.  Authentic Businesses Realize Relationships Take Time: Relationships need communication, honesty, and trust. With those key elements, it will build over time. Social media is no different. If you take the time to cultivate, relationships will grow.

4. Authentic Businesses Practice the Golden Rule: It’s common sense, but so often people forget. If you would not want it done to you, then don’t do it!

This Blog Post is an excellent, practical guide to follow to ensure you are on the right track to building authenticity and meaningful online communication. 19 Presence Management Chores You Could Do Every Day