Posts Tagged ‘branding’
You’ve just been asked to help bring your company’s brand into the 21st Century. Yipee? People with backgrounds in Marketing, Advertising and PR know it’s not always as fun as it sounds. Especially when the process involves asking the same old branding questions that result in the same old non-distinct answers.
But help is here. Take a look at these five questions and see if you can answer them for your company. (Even if you can’t you’ll look like a genius presenting them)
1. Purpose: What would we be if we were a movement instead of a business?
2. Principles: What will we always do and what will we never do? (“A principle isn’t a principle until it costs you money.” Bill Bernbach)
3. Positioning: What about us is authentic, exclusive, and mesmerizing?
4. Processes: What does the way we operate say about us?
5. Place: What does the way we look say about us (offline and online)?
Granted, it’s a little weird. But it works. We adapted it a few years back from a great guy, Tim Williams, and his book Take a Stand For Your Brand.
What do you think?
John Jantsch has been called the World’s Most Practical Small Business Expert for consistently delivering real-world, proven small business marketing ideas and strategies.
Sounds like a crazy question until you look at the way Facebook, YouTube, Flicker and simple templated blogs can easily duplicate a website’s content these days. Besides, websites can be frustrating to maintain, challenging to keep current, and expensive to upgrade, right? Plus, with more people using Twitter and Facebook as search engines, who needs to pull up first in Google anymore? Remember the announcement a few months ago that Facebook surpassed Google in weekly internet traffic? Makes you think you might not need a website as much as you used to.
Wrong.
There’s no question that a company’s website is still it’s most powerful marketing tool. You own it, you control 100% of it’s content, you manage its destiny. Your Facebook page? Well, ask Mr. Zuckerberg what he’s thinking of next and that’s what your Facebook page will look, feel and behave like next month. Your YouTube channel? Have you ever gotten into its content management system? Nope. And it’s the same with most of the other marketing tools we mentioned. Today you need a great website more than ever.
In fact, there is even more opportunity for today’s corporate websites to drive business straight to your doorstep. But you still have to start by focusing on your brand. Forrester Research says 67% of today’s customers create their initial opinion of a company via their corporate website. This is the classic branding part of marketing, where you build trust with your consumer. But a well-designed website can also take your potential customer into the actual sales process at the right place and right time. A website that’s been designed to offer both a brand and retail message has proven to be stickier, with more time spent browsing through pages, clicking additional links and converting to leads or online sales. Look at Home Depot, Wahoos Fish Taco and Morgan Stanley for a few good examples. They have places within their sites where their call-to-action request is not only appropriate, but expected.
So then, what do you do with your other marketing tools like Facebook pages, Twitter accounts, YouTube channels and Flickr? Simple. Use them to create conversations. Get people (aka customers and potential customers) talking to you, about you, and for you. Sure, you can include calls-to-action when appropriate. But mix them up. Remember, people don’t want to be sold – but they love to buy from companies they trust. Build your website with this in mind and you’ll be on the right path to online marketing success.
