branding / design / coaching / strategic thinking
PACKAGING THAT MAKES PEOPLE WANTS TO BUY YOUR PRODUCT
Designing a packaging isn't just an
ordinary mechanic work.
Good packaging has to impress customers, and to fulfill this purpose it has to be not only beautiful or bright.
It should attract customers’ attention, to make them want to buy this product.
Marketing unearths and activates buyers.
Branding makes loyal customers, advocates, even
evangelists, out of those who buy.
LOGOS ARE A CRITICAL ASPECT IN BUSINESS MARKETING
The importance of having a professional, eye-catchy and attention grabbing company logo is the first step for any brand awareness and identity strategy process.
As the company's major graphical representation, a logo anchors a company's brand and becomes the single most visible manifestation of the company within the target market.
For this reason, a well-designed logo is an essential part of any company's overall marketing strategy.
Corporate logos are intended to be the "face" of a company:
They are graphical displays of a company's unique identity, and through colors and fonts and images they provide essential information about a company that allows customers to identify with the company's core brand.
Logos are also a shorthand way of referring to the company in advertising and marketing materials; they also provide an anchor point for the various fonts, colors and design choices in all other business marketing materials.
TOP FIVE BRANDING
EXPLORE THE TRUST TACTIC
The human tendency to look up to the experts, particularly scientists, doctors, dentists and other health professionals, was seized upon by marketers very early on. For example, 1920s cigarette advertising often featured doctors smoking their favorite brand. They were even seen recommending some types of cigarette for the treatment of asthma.
IDENTIFY INFLUENCERS FOR YOUR BRANDS
We have come a long way since questionable cigarette ads, but there are multiple products and services which market themselves with specialist recommendations. If you have a product or service and an expert (or group of experts) willing to back it, it’s gold. You will immediately give your brand a boost with their help. Experts don’t need to necessarily wear white coats to attract kudos. The experts at evaluating baby products attend to be mothers so getting the backing of a well-known moms’ group might be your ticket to success.
The "Expert Recommended Strategy"
TOP FIVE BRANDING
BE AWARE OF THE RISK
Warning! Brand appropriation is a risky strategy that can land you in serious hot water if you get it wrong.
This strategy involves piggy-backing off the back of another brand by associating it with yours. For example, you may be able to receive an endorsement from a national firm and ask them for permission to use their logo on your marketing collateral.
ASK FOR PERMISSIONS
The bigger the company, the more protective they are likely to be with their brand image. Large brands will also have more resources to sue any copyright infringement they come up against.
If you do opt to appropriate another brand the services of a good lawyer are essential.
Ask for permissions, and ensure all legal agreements are watertight.
Of course, a risk-free way to appropriate a brand is to buy a company outright if that is feasible in your situation.
BRAND STRATEGY :
PARALLELS IN ACTION
Different athletes have different characteristics and strengths, just like the brands and businesses we work with.
Some need to move fast, while others prefer distance over speed. Some are new to the sport – like our startup clients – learning the ropes, gaining basic skills, and looking to grow.
Others are experienced but may have plateaued and need to fine tune their skills in order to reach new heights. Some need help breaking out of outdated brand behaviors that are holding them back. Many are trying to adapt to new skills, and need guidance incorporating what they’ve learned into their existing practice. In the end, everyone is looking to improve and gain some kind of performance edge.
A good coach, like a good brand strategy agency, understands that not every athlete or business is the same. Each athlete plays, practices, and performs for different reasons, just like every business has different motivations, goals, aspirations, and a unique story behind what they do and why they do it. And each athlete, like a business or brand, needs someone who deeply understands these differences and can help them reach maximum impact, performance, and meaning within the market.
Place branding (including place marketing and place promotion) is a new
umbrella term encompassing nation branding,
region branding and city branding.
Place branding is the process of image communication to a target market. It is invariably related to the notion that places compete with other places for people, resources, and business.
The global competition of cities is estimated to host 2.7 million small cities/towns, 3,000 large cities, and 455 metropolises.
Place branding can be defined as the process employed by public administrations to intend to create place brands, networks of associations in the target groups’ minds “based on the visual, verbal, and behavioural expression of a place, which is embodied through the aims, communication, values, and the general culture of the place’s stakeholders and the overall place design”.
It therefore aims to affect the perceptions of a place and position it favourably in the minds of the target groups.
HOTEL BRAND DEVELOPMENT
Hotel branding basics that every hotelier needs to know
Your hotel is so much more than a place to sleep.
A hotel is an integral component of the travel experience, one that can make or break the entire trip. Which is why your hotel must start sharing its unique experiences from... the very beginning – way before the guest chooses your hotel and checks in.
You can do this by making branding a priority in your hotel marketing strategy. The key to branding is to have a very distinct and unique selling proposition that will appeal to a targeted audience.
Hotels offering very similar experiences to their competition set often have to compete on price alone, which can be a dangerous precedent, as there’s always someone out there willing to undercut them.
Stock up on these hotel marketing and branding basics and get your property on the right path to increased revenue and occupancy.
Celebrate What Makes You Unique
Are you in a historic or architecturally significant building or neighbourhood ? Do you offer any unusual or exceptional service? Is there something cutting edge or evocative about your décor or amenities? Determine what, from a guest’s perspective, will make you stand out from the competition and build an identity around that.
Brand to a Specific Market
Hotels and resorts that brand to a specific market usually enjoy greater profits and happier guests. For instance, a hotel that caters to families can emphasize the availability of fold out beds, child-friendly events or play areas, and other appropriate amenities. Hotels wishing to capture millennials can emphasise things such as in-room, digital friendly devices and connectivity, cutting-edge design, and common lounge areas and hotel happy hours for socialising. Having the extras that your target market will pay more for means increased profits for your property.
Connect on an Emotional Level
Successful hotels deliver a distinct experience, rather than four walls and a bed. Because they are able to connect with their guests’ emotional wants – the romance, the adventure, the visual stimulation of being in a new environment that is interesting and engaging – they are able to command a higher revenue rate and stand out from, and even diminish, the competition.
Big Fish, Small Pond
Carve out a niche in your local market that isn’t being addressed by your competition and that will allow you to grow. Define a very targeted audience and market specifically to them. You will probably find that your marketing costs will decrease because you’re not trying to hit the entire general population, and your target audience will be more likely to book with you and pay a higher rate to do so.
Make it Easy for Your Guests to Market You
Social Media rules these days. Between Facebook, Instagram, Pinterest, Twitter, YouTube and all the other video and photo sharing platforms out there, your guests are snapping and posting photos videos left and right to show how exciting their lives and vacations are. The more interesting your hotel or some feature of your hotel is, the better are the chances that it will be featured in many of those vacation photos online for the world to see. Guests will share unique and interesting hotel experiences on TripAdvisor, Yelp and other online review sites.
Give them something good to talk about and they will spread the word!
The Benefits of Proper Branding
Increased profits – A targeted audience is usually willing to pay more for goods or services that specifically fit their needs, wants and desires.
Reduced Costs – Allocate your marketing dollars primarily to those outlets that will serve your target audience. Also, when you know your market, you can make intelligent purchasing decisions that can save you significant amounts of money.
Happier Customers – Managing guests expectations results in more satisfied customers.
Less Complaints – Inevitably, someone will end up staying at your hotel not because you were their first choice, but because for one reason or another there was a lack of other available options. If your hotel has a specific brand identity, guests will be less likely to expect an experience other than what you provide.
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UNDERSTAND CONSUMER BEHAVIOUR
Anti-branding strategies cleverly feed on the consumer’s mistrust of big brands. They exploit the close association that successful brands have with their logo designs, names and other marketing tools.
One of the most successful anti-brand strategies is the concept of the supermarket white label or ‘own brand’. Consumers are encouraged to believe that they are receiving exactly the same quality of product but at a cheaper price. Whether or not this is actually the case, the strategy allows for a company to slash its production costs by using basic packaging, simple logo designs and limited advertisements.
CREATE A NEW CUSTOMER NICHE
The anti-brand branding strategy can also appeal to consumers interested in green issues and anti-capitalist movements.
These customers tend to identify big brands with environmental destruction and unethical practices. One of the challenges with the anti-branding strategy is to overcome the tendency for customers to overlook low key presentation. This means that marketing spend needs to be just as carefully allocated and may prove to be expensive as brands educate customers.
CREATE A DIFFERENT AESTHETIC TO RESET EXPECTATIONS
One facet of anti-branding is so-called ‘local washing.’ A big brand will alter the appearance of stores or products to give them a more local aesthetic. One big brand took this to the extreme in Seattle by entirely replacing its name and logo from some of its stores.
Ever heard of 15th Avenue Coffee and Tea? You may know them as Starbucks.
TOP FIVE BRANDING
CREATE YOUR NICHE
You can be different by being cheaper, you can be different by being better and you can be different by being more ethical.
And the again, your can be different by just being different.
If you don’t have the resources to compete directly with the market leaders, to undercut their prices or to appeal to a niche audience, don’t lose heart. You can still grab a big slice of the market by doing things in your own unique way. The most successful of these brands, like Harley Davidson, Porsche, Apple, Formula 1 Racing etc. attract a die-hard following. These customers wouldn’t go elsewhere even if they were paid to do so.
ENSURE BRAND CONSISTENCY
The ‘brand battles’ between cult brands and their mainstream rivals often form a central pillar of their activities. If you opt for a cult strategy, brand consistency is paramount. Deeply loyal followers of your cult brand are heavily invested in everything you do. These customers expect the brand to conform to certain standards. In that way, cult branding overlaps with premium branding. You need to create the expected quality and not appear like you ‘sold out’ to the mainstream.
GO TO MARKET
The goal of a GTM coaching is to improve key business outcomes. This is mainly accomplished by aligning to the evolving needs of your customers.
A GO TO MARKET Coaching help your business to:
• Reduce time to market
• Reduce costs associated with failed
• Increase ability to adapt to change
• Ensure successful product launch
• Ensure effective customer experience
• Avoid the wrong path
BRANDING PROMOTES RECOGNITION
YOUR BRAND HELPS SET YOU APART FROM THE COMPETITION
YOUR BRAND TELLS PEOPLE ABOUT YOUR BUSINESS DNA
YOUR BRAND PROVIDES MOTIVATION AND DIRECTION
FOR YOUR STAFF
A STRONG BRAND GENERATES REFERRALS
A STRONG BRAND HELPS CUSTOMERS KNOW
WHAT TO EXPECT
YOUR BRAND REPRESENTS YOU AND YOUR PROMISE
TO YOUR CUSTOMER
YOUR BRAND HELPS YOU CREATE CLARITY
AND STAY FOCUSED
YOUR BRAND HELPS YOU CONNECT WITH YOUR
A STRONG BRAND PROVIDES YOUR BUSINESS VALUE