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Add You - The 3 Main Problems with Branding
As 2005 starts to slowly fade in our rear view mirror, I get excited about thinking what we will see ahead of us in the areas of workplace trends. After reading numerous articles, attending conferences and analyzing research reports, here’s what my crystal ball says are the top 10 trends we’ll be seeing in the workplace in 2006:As businesses struggle to attract and retain the best and the brightest people in a hot market, as our population continues to gray, and the
What about being yourself?
Stop! Let’s think about this for a moment. Isn’t the purpose of branding to present your company to your audiences? (Bear with me here.) Don’t you actually want your customers and potential customers to know you, to recognize you, and to connect with you? And if marketing is like having a conversation, a relationship with your customers – don’t you think they should get to know the
In many parts of the country, winter brings with it wet and icy conditions. This is dangerous not only for driving, but also for walking! Thousands of injuries occur from people slipping and falling because of ice and snow. It's estimated 12,000 Americans die each year from a fall. A worker injured from a fall on ice or snow can be off work for a long time, increasing your insurance costs and workers compensation expenses.How do you reduce injuries when your cleaning employees are getting in and out of their
Nonsense. Branding is a simple process based on sound principles. Companies just need to think it through.
Branding problems really boil down to three main scenarios:
1. Companies that try to be what they think their customers want them to be
2. Companies that have done nothing about their brand
3. Companies that get mired in analysis paralysis — over-thinking market segmentation, competitive positioning, value propositions, long-term objectives, short-term objectives, qualitative research, quantitative research, etc. etc. etc. (All of this is important, of course, let’s just not get stuck here.)
What few branding experts seem to be talking about is how companies need to be “themselves.”
Lost in the sea of sameness
Most companies don’t stand out in the marketplace “sea of sameness.” And because they don’t stand out, they are not connecting with potential customers. These weak brands strain resources and give the feeling of working harder for less.
The main reason most companies don’t stand out is because they don’t know “who” they are. Some think they need to be like their potential customers in order to connect with them, so they bend over backwards trying to be what they think the market wants them to be. They try on many different looks and change with the trends, having many different images and personalities at the same time, or one after the other. This only confuses would-be customers and dilutes any competitive advantage.
Some companies just don’t pay attention. Their business groups work in silos, and, under the guise of decentralization or pushing down authority, the brand has run amok. There’s no consistency for customers to grab on to or recognize.
And still other companies work on their brands . . . and work, and work, and work. They go from one branding agency to the next, trying to get the “right formula” for success. Or they spend a bundle and two years worth of time doing research and having meetings and never making a decision. Or they make a decision, but after all that “work,” the brand solution is so beaten to a pulp that no one remembers how they got there or what the point was anymore.
What about being yourself?
Stop! Let’s think about this for a moment. Isn’t the purpose of branding to present your company to your audiences? (Bear with me here.) Don’t you actually want your customers and potential customers to know you, to recognize you, and to connect with you? And if marketing is like having a conversation, a relationship with your customers – don’t you think they should get to know the
Save Time and Money with Training: Computer, Projector, and Sound System Equipment RentalsEven if you own all the equipment you need for a computer training session you will save money by using the installation services of a computer rental company. Computer rental companies coordinate everything technical so you can concentrate on the execution of your computer training program.Trainers can become technicians very quickly when training computer equipment doesn't work properly.Training directors kn
2. Companies that have done nothing about their brand
3. Companies that get mired in analysis paralysis — over-thinking market segmentation, competitive positioning, value propositions, long-term objectives, short-term objectives, qualitative research, quantitative research, etc. etc. etc. (All of this is important, of course, let’s just not get stuck here.)
What few branding experts seem to be talking about is how companies need to be “themselves.”
Lost in the sea of sameness
Most companies don’t stand out in the marketplace “sea of sameness.” And because they don’t stand out, they are not connecting with potential customers. These weak brands strain resources and give the feeling of working harder for less.
The main reason most companies don’t stand out is because they don’t know “who” they are. Some think they need to be like their potential customers in order to connect with them, so they bend over backwards trying to be what they think the market wants them to be. They try on many different looks and change with the trends, having many different images and personalities at the same time, or one after the other. This only confuses would-be customers and dilutes any competitive advantage.
Some companies just don’t pay attention. Their business groups work in silos, and, under the guise of decentralization or pushing down authority, the brand has run amok. There’s no consistency for customers to grab on to or recognize.
And still other companies work on their brands . . . and work, and work, and work. They go from one branding agency to the next, trying to get the “right formula” for success. Or they spend a bundle and two years worth of time doing research and having meetings and never making a decision. Or they make a decision, but after all that “work,” the brand solution is so beaten to a pulp that no one remembers how they got there or what the point was anymore.
What about being yourself?
Stop! Let’s think about this for a moment. Isn’t the purpose of branding to present your company to your audiences? (Bear with me here.) Don’t you actually want your customers and potential customers to know you, to recognize you, and to connect with you? And if marketing is like having a conversation, a relationship with your customers – don’t you think they should get to know the
Choosing the proper coating is an essential step in designing and producing quality packaging. Why are coatings important? For some of the same reasons that packaging is important. While packaging protects and enhances the beauty of what’s inside, coatings help protect and enhance the appearance of the package itself. Because coatings are dually decorative and protective, they are an economical way to extend both the appearance and the lifespan of the package.One of the goals of packaging is to catch the consumeAnd because they don’t stand out, they are not connecting with potential customers. These weak brands strain resources and give the feeling of working harder for less.
The main reason most companies don’t stand out is because they don’t know “who” they are. Some think they need to be like their potential customers in order to connect with them, so they bend over backwards trying to be what they think the market wants them to be. They try on many different looks and change with the trends, having many different images and personalities at the same time, or one after the other. This only confuses would-be customers and dilutes any competitive advantage.
Some companies just don’t pay attention. Their business groups work in silos, and, under the guise of decentralization or pushing down authority, the brand has run amok. There’s no consistency for customers to grab on to or recognize.
And still other companies work on their brands . . . and work, and work, and work. They go from one branding agency to the next, trying to get the “right formula” for success. Or they spend a bundle and two years worth of time doing research and having meetings and never making a decision. Or they make a decision, but after all that “work,” the brand solution is so beaten to a pulp that no one remembers how they got there or what the point was anymore.
What about being yourself?
Stop! Let’s think about this for a moment. Isn’t the purpose of branding to present your company to your audiences? (Bear with me here.) Don’t you actually want your customers and potential customers to know you, to recognize you, and to connect with you? And if marketing is like having a conversation, a relationship with your customers – don’t you think they should get to know the
Have you ever wondered why the people in your team don’t seem as motivated as you do? Or why some people do their jobs with enthusiasm and vigor, and others barely get through the day without taking the frown off their faces?You are not alone. The topic of human motivation has been studied for hundreds of years. So it’s a topic we know a lot about. Unfortunately it’s not often taught to managers as part of their training.There are things you can do to influence how much energy people are willing to put innfuses would-be customers and dilutes any competitive advantage.
Some companies just don’t pay attention. Their business groups work in silos, and, under the guise of decentralization or pushing down authority, the brand has run amok. There’s no consistency for customers to grab on to or recognize.
And still other companies work on their brands . . . and work, and work, and work. They go from one branding agency to the next, trying to get the “right formula” for success. Or they spend a bundle and two years worth of time doing research and having meetings and never making a decision. Or they make a decision, but after all that “work,” the brand solution is so beaten to a pulp that no one remembers how they got there or what the point was anymore.
What about being yourself?
Stop! Let’s think about this for a moment. Isn’t the purpose of branding to present your company to your audiences? (Bear with me here.) Don’t you actually want your customers and potential customers to know you, to recognize you, and to connect with you? And if marketing is like having a conversation, a relationship with your customers – don’t you think they should get to know the
As the international freight industry grows, Australia risks being left behind owing to the high cost of rail transportation.The freight forwarding industry is growing at a phenomenal rate with billions of tons of cargo being transported around the globe via air, sea and land.In a number of countries, rail freight forwarding is anticipated to rise from between 50 and 80% by the end of 2010.
For freight companies in many countries the main challenge is to improve their cargo management process in order toecision. Or they make a decision, but after all that “work,” the brand solution is so beaten to a pulp that no one remembers how they got there or what the point was anymore.
What about being yourself?
Stop! Let’s think about this for a moment. Isn’t the purpose of branding to present your company to your audiences? (Bear with me here.) Don’t you actually want your customers and potential customers to know you, to recognize you, and to connect with you? And if marketing is like having a conversation, a relationship with your customers – don’t you think they should get to know the real you?
Companies need to be authentic with branding. They need to find their own identities based on their values, character, and personality, and translate these identities into strategic representations. Then, these authentic representations, when used with consistency over time, will help customers recognize and connect emotionally with them, so the company can gain a competitive advantage in the marketplace.
Think about your favorite brands. I’ll bet dollars to donuts your favorite brands got where they are by being authentically themselves – think the freedom of individualism, like Harley-Davidson. Or cool design on a budget, like Target. Or a great brand experience, like Starbucks. You get the point. They’re themselves, and you love them for it.
So, the next time you think about working on your brand, go ahead -- it’s okay to think about what your customers want from you. And it’s good to do the research and analysis too – but start by looking inward, at your company’s authentic self. Your core values. Your culture. Your imperfections and your little-known secrets. Your brand will be the better for it.
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