| |
| |
|
Branding Information |
|
|
|
A Successful Failure
A successfully positioned business sometimes doesn't win a new client. And that, my friend, is the point. Let me illustrate with an anecdote. Recently I was making a new business pitch to a Charlotte area professional services firm. The second meeting took place after I had provided a detailed proposal to the company on how I work. From the two meetings and the proposal it was made abundantly clear that I take a comprehensive, strategic approach to communications. One of the partners asked me if there was a "PR light" alternative. This meant that he wanted a tactical program that required very little involvement or input from him and the other partners. I assured him there was, but that was not my approach. I guess I could have taken the company's money every month just to perform a few tactical activities, but it would have been wrong for both of us. I wouldn't feel right taking their money, nor would I be happy implementing a program that a PR intern could accomplish easily. Needless to say, the firm selected another communications agency. To understand why this new business loss was a success, we need to look at a definition of positioning. Positioning Defined An organization's brand identity must be a reflection of three things: market perceptions, the organization's acumen, as well as its aspirations. Positioning is where these three elements overlap. The point of positioning is to develop a platform from which all communications emanate. Positioning defines who we are, the kinds of customers we want, how we will compete, and how we are different. So, before you can hone your brand identity, and before you develop and implement a communications plan, you must approve a positioning statement. From a communications standpoint, it is the heart of your brand. Let's look at the elements of positioning: Market. The kinds of clients we want to do business with. Hoover ink's market definition is: For organizations that are serious about their success and that understand the need for focused communications, Competitive Offering. The products/services and/or type of service we will provide. Hoover ink's competitive offering is: we are the PR and marketing firm that carefully defines its clients' audiences and develops market-based positioning, Differentiation. The benefit that makes us special. Hoover ink's differentiation is: so that we can help our clients communicate to all of its constituencies clear, concise messages that have a bottom line impact. When the prospect called to say they had selected another agency to handle its PR program, I was told that my approach was too strategic and comprehensive. I'll take that as a compliment any day, and as an indicator that my positioning is on track. Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Youth Link USA.
MORE RESOURCES:
Branding - Google News |
|
|
|
RELATED ARTICLES
No Logo? Launching A Business Without a Logo Can Sabotage You Initial lack of customers and cash flow often causes a small business to put off designing a logo and marketing materials professionally "until [they] got a few clients" or "until [they] get started." Designing their own marketing materials when they launch their business, instead of having them professionally created, will make getting those initial clients more difficult, and may result in a business that will not succeed. Brand Value Plan - Brand Identity Guru Developing brand value is critical to every organization and when professionally executed, delivers a clear and measurable competitive advantage to your firm. It does so by helping you establish a positive connection and value-relationship with your customer, which, over time, will build brand equity and increase brand value. Importance of Branding - Whats in a Name? Branding is perhaps the most important facet of any business--beyond product, distribution, pricing, or location. A company's brand is its definition in the world, the name that identifies it to itself and the marketplace. Corporate Internet Branding - Branding Your Business Online Let me tell you a story about Pete and a pizza. After a long day of fighting uncooperative pipes and fixtures, Pete P. FTC Reviews The Franchise Rule After more than a decade since the last attempt to update the 1970's Franchise Rule The Federal Trade Commission is at it again. May I ask why we are looking at reviewing these rules for franchising, where no problems exist? Why we are looking to tighten up ambiguities, which over time have occurred in this sector, when we should be dismantling the over regulations choking the industry? Why we are trying make rules upon rules, where no rules are needed since no problem really exits? Why can't we use the red magic marker approach and start drawing lines thru massive amount meaningless dribble required in these disclosure documents?Let me explain this philosophical thought for a moment. Brand Boring or Brand Buzz? I heard an advertisement on the radio the other day that surprised me, not because they were saying anything noteworthy, but because it was so banal. It was a national company's ad. Adventures in Advertising and the Affect on the Brand Name Studying various target-marketing techniques and here is a thought. We have been reviewing companies who cross over into many sectors to identify with their potential customers. The Secrets of Starting Business Successfully Starting Business Secrets will help you to start your own business successfully. The American Dream is, and always will be, to come up with an idea, start a business and become rich from your own efforts. Eye On The Pie: Branding From an Investors P.O.V. When building a business as a brand it's important to avoid a myopic view and consider another important aspect of the business game as well-- investing. After any amount of toil and hard work to create a valuable product, service or company the big game is when you go public-- when money-minded people want more, they want a piece of your brand pie. Living Your Brand on the Web - Part 1 OK, so you took the plunge and purchased your internet domain. Good for you! Now what? According to Google. The Top 10 Strategies for the Positioning of Success Many businesses of today are often driven to compete striclty on price, quality, and features of their products and services. Companies who prosper over the long term don't simply offer the best deals, the best quality, or the most impressive bells and whistles. A Lesson in Branding from Paris Hilton I have never been a fan of Paris Hilton.I see her parading around in her odd-looking clothing choices, leading her loyal following of giddy anorexic schoolgirls around by their noses, and I think, "Skank. Franchisor Policies for Unlicensed or Sold Territories Franchisors often have issues when they own a brand which has service vehicles; where franchisees wish to operate in non-franchise assigned territories. We had this as a re-occurring issue in our franchise system. Logo-ize For Instant Identification & Increased Awareness The task of creating an indelible impact on the memory of your target market is arduous but can be made much easier with a well thought out logo. The word comes from the ancient Greek where it was used in philosophy and theology to mean "the divine reason implicit in the cosmos, ordering it and giving it form and meaning. 9 Keys to an Effective Logo The right logo, with the right characteristics, will boost your visibility, credibility and memorablity - which means more business for you!These characteristics include:Consistency in use of your logo, tagline, materials. Repetition of similar elements, used in the same or similar ways, helps people to remember who you are and what you do. Brand Extension; Going from Consumer to Commercial As more and more home pressure washers are sold at leading retailers such as Wal-Mart, Sears, Home Depot, Cosco, etc. We are seeing companies offer products in brand line extension to service this niche. Strategy and Tips for a Successful Logo Design Visual processing is the most important way for gathering information for all human beings. A good design or graphics work is remembered for ages and that is what drives the multinational companies to spend millions of dollars on developing their logo and other branding material. 7 Branding Secrets: Ready or Not? Every company has a brand (how people think of them) whether they created it through design or accident. By creating your brand through design, you shape the way you wish your company to be viewed by customers and potential customers. Trade Journals in Franchising As many people know Industry Trade Journals in America have gone through a tough time in recent years due to slowing of advertising dollars. In franchising there is no difference. Intelligent Design comes from Brand & Account Planners I've been reminded recently, rather forcefully, that not all reality hackers are anti-neoconservatives. Bush endorses teaching 'intelligent design'.
|
| home | site map |
| © 2006 |
