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What’s your branding definition and how can you apply it to your business?

A nice article from 99Designs on the importance – and the implied promise – of your company’s brand…

In a free-market world where companies fight for market share and recognition, your brand can be your most valuable asset. It helps you stand out from the competition, gives your company a clear sense of place and purpose and it’s an important element of customer loyalty.

There are millions of recognizable brands in the world, but when you think about how many different companies exist to serve different purposes, you realize that the number of truly known brands – legacy brands – is meager.

A truly great brand goes beyond a great logo and color palette. A great brand has a singular idea behind it, a sense of purpose that drives everything that the company does.

Once you come up with that story for your own business, you can determine the personality of your brand; the logo and design guidelines will come much more easily. Design is that element that stands out initially, but it’s your brand story that is going to give that design and your company’s identity resonance.

Your goal doesn’t need to be as ambitious as creating a legacy brand, but it should be threefold:

Branding your brand is not an easy task. A lot of it requires introspection and commitment.
Thinking about your complicated, multi-faceted company and trying to come up with a singular idea of what it stands for is a difficult and time-intensive process. So where do you start and how do you go about getting to a brand promise, brand story, and design guidelines?

The brand promise

What do you believe? What gets you up in the morning and gets you to work? What problem does your company solve for your clients?

Create a statement by filling in the blank: “We believe….”

Do this repeatedly, targeting different aspects of your company and of yourself (if you’re branding yourself). This is an exercise in identity, and it’s important to start as big as possible and then get smaller over time so that you’re sure to cover every aspect of who you are.

Coming up with answers to this question is easy for some and hard for others, but it’s the most important step in creating a brand that resonates and has lasting value.

Keep in mind that this statement is not a tagline. It can be, but it’s better to think of it as a guiding principle from which a good copywriter can derive a tagline – an idea that a great designer can turn into a beautiful logo and design guidelines, and a feeling of purpose that your company’s employees can support.

Once you have a good number of “We believe that…” statements, start looking for patterns. Combine similar statements and discard any that don’t feel true.

Look for buzzwords (e.g. “inspire,” “innovate,” “best”) and replace them with more precise synonyms. The purpose of this part of the exercise is to focus on a handful of truth-bearing statements that you can then bring to different stakeholders and gut-check them.

You know you’ve found your promise when you land on a statement that reminds you of your company when read entirely out of context. Don’t worry – if you land on something that feels 85 percent there, you might come up with ways of tweaking it to perfection as you move along through the next steps.  This isn’t written in stone, but it will guide the remainder of your brand discovery process.

How do you do this? Why do you do this?

Once you’ve landed on a statement, you’re comfortable with, you’re ready to expand on it and give your brand a story. Answer the questions “How do you do this promise?” and “Why do you do this promise?” separately.

Again, go through the same exercise as before – create many statements that answer each question, using many different synonyms, variations on sentence length, etc. This way, as you create more statements, you’ll discover more about your brand and be able to focus on the truth behind the work you do.

via Footloose&Furry on 99designs

Like you did with the brand promise, make sure you run you how and why statements by stakeholders and people you trust. Set them next to the brand promise and see how they all live together.

Look for patterns that lead to a story. Is your company the hand-holding security blanket-like service you wish you had during your own personal experience in the past? Or are you a luxury-focused company that’s inspired by years of study in human behavior and needs?

These are the kinds of stories that build brands with purpose, and this part of the exercise exists for you to find your own story.

Personality is where your branding definition takes shape

Once you have three statements, you’re comfortable with (your brand promise, your “how” statement, and your “why” statement) and the seeds of your story have been planted, you start to have the beginnings of a brand personality.

What words are you using? Are they more complicated and academic, or are they simple and straightforward? What tone are you gravitating towards – clever, comical, serious, trustworthy?

Pull together all the synonyms you’ve been looking up and pick out a dozen that speak to your brand personality. Be precise. Are you simply “friendly” or are you “affable”?  Are you “trustworthy” or “dependable”?

Over the course of the previous exercises, you saw your brand take shape. Now it’s time to nail down all your particulars and get ready to start creating some tangible brand pieces.

The result of all this introspective work is a single document that can be handed off to a designer, a copywriter, a marketer, or a stakeholder as a brand brief that can easily guide the creation of design guidelines, internal or external communication, or business decisions.

This document now has three parts – your brand promise, your why statement, your how statement, and a dozen or so stand-alone words that describe your brand’s personality. This is an internal document that will guide all external-facing brand elements and keep them grounded in your company’s core truths and ideals.

Design guidelines (The fun part!)

Congratulations, you have your brand identity brief! The hardest part is now over, and it’s time to get a logo and accompanying brand guidelines that reflect everything you’ve put together.

Whether this means designing it yourself or having decided to hire an outside designer, be sure that the person you hire understands your brand brief. Finding a designer with a style that reflects the personality you put together is difficult, but crucial.

There are three ways to go about it – explore Behance for talent with a style that works for you, find a brand you love and try to find the designer who did their work, or reach out to designers on 99designs and get a slew of crowd-sourced designs to choose from.

No matter what you do, ask for three things in your guidelines: a logo, a primary and secondary font, and colors with codes. This will allow you to infuse your brand in all your communication without having to go back to the designer every time you need a new document done.

At this point, the brief should be in stone and should not be changed to yield different design results. This is a blanket statement – there are plenty of times when tweaking one word or another, or adding a bit to explain something further, can yield better results. But be careful that doing so isn’t distorting the message you created in your brand identity statements.

Establishing a branding definition is an incredibly difficult task to undertake, and it’s one that you can do yourself or hire professionals to do. Regardless, you should be incredibly involved every step of the way, as you know your brand best.

Use the brand identity statements to help drive communication internally and externally, because the strongest brands have a bulletproof and consistent identity that permeates every element of their businesses. Strong brand recognition is powerful, so do your best to reinforce its use as much as possible to create a coherent identity.

FAQs:

1. What is branding?

Branding refers to the process of creating a unique name, design, symbol, or combination thereof that distinguishes a product or service from its competitors.

2. Why is branding important for your business?

Branding is important for your business because it helps you establish a unique identity in the marketplace. It differentiates you from your competitors and makes you more memorable to your target audience.

3. How does branding impact a business’s reputation?

Branding has a significant impact on a business’s reputation. A strong brand can build trust and credibility with customers, while a weak or negative brand can harm your reputation and drive customers away.

4. What are the key elements of branding?

The key elements of branding include brand identity (logo, colors, typography), brand message (tagline, slogan, mission statement), and brand experience (customer service, packaging, website design).

5. How can branding help with customer loyalty?

Effective branding can help build customer loyalty by creating a strong emotional connection with your target audience. When customers feel a positive affinity towards your brand, they are more likely to remain loyal and continue supporting your business.

6. What is the role of branding in attracting new customers?

Branding plays a crucial role in attracting new customers. A well-established and recognizable brand can attract attention, generate interest, and entice potential customers to choose your products or services over those of your competitors.

7. How does branding contribute to business growth?

Strong branding can contribute to business growth by differentiating your business, increasing customer awareness and loyalty, and enhancing your reputation. A strong brand can also command higher prices, leading to increased profitability and revenue.

8. Can branding help small businesses?

Absolutely! Branding is equally important for small businesses as it is for larger ones. Developing a strong brand can help small businesses establish credibility, attract customers, compete against larger competitors, and ultimately grow their business.

Source:  99Designs

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In the complex world that is all-things Internet, social media is at the top of the list.  This article features many of the common mistakes that are made when dealing with social media. What follows, are the first 5.  Click on the link to read the full article. ~ LSi Media

1. Spreading yourself too thin

   Just because a social network exists doesn’t mean you need to be part of it! It is better to focus on a few networks where you know your target market is actively looking to engage with you than to try to do it all and fail because you are spread too thin.

2. Posting what you want (not what your audience wants)

   Instead of posting about whatever’s on YOUR mind, focus on the needs and pain points of your audience.

3. Not being consistent across platforms

   Your design, values, and voice should be consistent across all platforms to present a recognizable face on social media.

4. Not engaging

   This is a big one! Too many businesses are still too focused on just posting, and not focused enough on responding, interacting, and engaging their audience.

5. Not using images

   Images on social media account for 93% of the most engaging posts. Not using images is a HUGE opportunity lost! 

Social Media Management Mistakes

These can have a significant impact on a brand’s online presence and reputation. Avoiding these is essential for building a strong online presence and fostering meaningful connections with followers. Read on and be wary of what is yet to come when it comes to social media management.

1. Neglecting to have a clear social media strategy

Without a well-defined strategy, businesses may struggle to achieve their goals, reach their target audience, and create engaging content.

2. Inconsistent posting and lack of regular updates

An inactive or irregular social media presence can give the impression that a business is unprofessional or unreliable.

3. Ignoring or not responding to customer feedback

Failing to acknowledge and respond to customer inquiries, comments, or complaints can damage a business’s reputation and customer satisfaction.

4. Over-promotion and excessive self-promotion

Constantly bombarding followers with promotional content can be off-putting and may lead to a loss of interest or followers.

5. Not utilizing analytics and data

Neglecting to track and analyze social media metrics can prevent businesses from understanding their audience, evaluating the effectiveness of their efforts, and making informed decisions.

6. Ignoring or not engaging with followers

Social media is meant to be a two-way communication channel. Failing to interact with followers, respond to comments, or engage in conversations can weaken the brand-customer relationship.

Conclusion

In an era where social media has become an integral part of our lives, it is crucial to avoid common social media mistakes that can have detrimental effects on one’s personal and professional image. One of the biggest challenges is maintaining a consistent online presence while avoiding oversharing. It is important to strike a balance between sharing informative and engaging content without divulging too much personal information.

Another common mistake is neglecting to regularly update social media profiles, which can give the impression of an inactive or disinterested individual or business. Furthermore, it is crucial to refrain from engaging in online arguments and controversies, as this can damage relationships and reputations. It is also advisable to proofread and fact-check posts before sharing them to avoid spreading misinformation. Overall, being mindful of these social media mistakes can help cultivate a positive online presence and enhance one’s digital reputation.

FAQs:

1. What are social media mistakes?

Social media mistakes refer to actions or decisions made by individuals or businesses on social media platforms that can negatively impact their online presence, engagement with their audience, or their brand image.

2. Why is it important to avoid social media mistakes?

It is important to avoid social media mistakes because they can undermine your credibility, hinder your growth, and damage your brand’s reputation online. These mistakes can also lead to missed opportunities for engagement and growth.

3. How can social media mistakes affect my brand?

Social media mistakes can affect your brand in various ways. They can result in a loss of trust and credibility among your audience, damage your brand’s reputation, lead to a decrease in followers or customers, and even result in legal consequences in some cases.

4. What are some common social media mistakes to avoid?

Some common social media mistakes to avoid include:

• Social media inconsistency: Inconsistent posting, engagement, or branding across different social media platforms.
• Ignoring negative feedback: Failing to address and respond to negative comments or reviews on your social media accounts.
• Overposting or spamming: Bombarding your audience with too many posts, which can lead to annoyance and unfollows.
• Not having a social media strategy: Posting random content without a clear plan or objectives.
• Ignoring analytics: Not utilizing social media analytics to track the performance of your posts and campaigns.

These are just a few examples, but there are many more social media mistakes that should be avoided.

5. How can I avoid making social media mistakes?

To avoid social media mistakes, you can:

• Create a social media strategy: Define your goals, target audience, and key messages for each social media platform.
• Post consistently: Develop a posting schedule and stick to it to maintain a regular presence on social media.
• Engage with your audience: Respond to comments, messages, and mentions to foster a sense of community and build relationships.
• Monitor your brand mentions: Keep an eye on what people are saying about your brand and address any negative feedback promptly.

Source: Kim Garst: 21 Social Media Mistakes to Avoid

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An interesting look at today’s “connected” generation, providing a compelling argument for adopting a new mindset and taking a different approach towards interacting with customers.

Businesses today are met with unique challenges and opportunities that warrant pause. For years, management models were developed to optimize the pursuit of business objectives. Processes were established, and hierarchies, technologies, and reporting systems supported them. Everything was business as usual until it wasn’t. Nothing is permanent. As in life, things change. And so is true in the world of business. The models and practices that have been taught for generations are tested in a time when customer and employee behaviors and resulting expectations are evolving without official study, strategy, and systematic transformation.

Technology permeated society where the vast separation between professional and personal access was obliterated. The line between online and offline was forever obscured, creating an always-on society with an insatiable appetite for consumption and connectedness. Over the years, technology has impacted how everyday people communicate, share, discover, and learn. Some of you will read the previous sentence and think, “Yes, it’s completely ruined our society, and we are worse for it.” Others will read it and continue without contemplation as the sentence states the obvious, “and?”

This divide reveals a stunningly underappreciated challenge facing any organization that hopes to survive in an era of connectedness. With foresight, it’s clear that the situation before us is dire, and it is how decision-makers react now that either defines their destiny or seals their fate. In a world where Digital Darwinism rewards those who adapt as technology and society evolve, I believe many models governing how organizations are not only outdated but they also reflect management’s vision in how it competes for the future.

With the barrage of digital devices, services, networks, and apps, many organizations are merely reacting to trends with terminal skepticism or half-baked attempts to embrace new technologies and opportunities. In each case, what’s new is often interpreted or dealt with through the very perspective, methods, and practices that contribute to the business as usual.

Social media, mobile, and real-time have contributed to the digital lifestyle that everyday people, your consumers, and your employees embrace as second nature. It’s not just a Millennial or a Generation Z think; and it’s everyone who uses a smartphone, a tablet, or any smart device. It’s also that person who checks Twitter and Facebook each morning before email for mentions of their name and to see what they might have missed. It is, for all intents and purposes, you and me.

This isn’t about age; this is about a connected generation (Generation C), and it represents a significant share of consumerism. Said, this category of consumers is different from the traditional customers and employees around which many organizations are modeled. Reaching them requires a different approach. To see them and the value, they represent to an organization takes vision and a different philosophy. Instead, however, most executives or decision-makers employ an “us vs. them” mentality. They see the world as they know it rather than seeing the world for what it is or what it’s becoming.

Let me put this

Traditional management practices and the structures that support them are aging, but they’re also liabilities and competitive disadvantages. It’s not just today’s competitors who will realize that connected consumers are a different breed. Unforeseen competitors, some that may not even exist today, will see what it is that you do not change market direction and, as a result, take market share.

This is a time that requires great introspection and empathy, which is a time for leadership.

The goal now is to open our perspective to explore a world that we do not know to lead our organization in the direction of greater relevance. We must discover what is valuable to Generation C, why, and how to use these insights to inspire more desirable products, services, and even stories and messages. The next step is, of course, to bring them to life through new processes, systems, and directives. Therefore, I believe that the future of business takes leadership, not management. Executives, employees, and other stakeholders or shareholders who do not share in the desire to earn relevance with a different customer are standing in the way of progress.

Well-meaning decision-makers don’t know what they don’t know. As such, they will need a little help, which is an opportunity for champions who believe in the need for organizational transformation. The case for change won’t be won by new technology alone. It’s not social, mobile, or real-time that presents the answer, and it is the effect they have on consumer behavior that matters.

Attempting to convince anyone of the need for change should never include mentions of Facebook, Twitter, Pinterest, iPhones, i-Pads, etc. These are means, but not a means to an end. What’s required is an understanding of market trends and impact, missed opportunities versus actual short and long-term losses, the balance of connected vs. traditional consumerism, and a better understanding of how innovation in the product roadmap will prevent disruption while disrupting others through innovation.

Technology is merely an enabler and a powerful one at that. But without vision, purpose, direction, or meaning, new channels are the conduits for old reasoning and convictions. Without understanding technology and its relationship with behavior, without aligning a bigger mission or vision with what we are trying to do — something that will matter to people — we are just managing businesses the way we always have. We are not progressing in any new direction.

This is a time to lead the next generation where ideas are “born digital.” Rather than discount how, when, and where people connect and innovate! Born Digital is a mantra and a philosophy that invests in products, services, and supporting systems that align with the expectations and behaviors of Generation C consistently, across every screen, in the context of every scenario.

Born Digital doesn’t take what exists and attempts to repackage it as something new. Born Digital isn’t conceived by groups of strategists or executives who question the logic of a selfie. Seriously. Born Digital is the result of empathy and inspiration to do something extraordinary in the truest meaning of the word, designed for a new generation purpose-built to deliver exceptional experiences. Born digital is deliberate, and it is inspired. But to conceive, it takes vision to see what others do not and courage to do what others will not or cannot.

“Management is doing things right; leadership is doing the right things.” – Peter Drucker.

Source: www.briansolis.com

In Conclusion

In 2022, it is an essential truth that people in every direct sale and network marketing venture must recognize the power of the most connected generation of customers in social media. With the advent of technology and the widespread usage of platforms such as Facebook, Instagram, and TikTok, businesses must adapt their marketing strategies to reach their target audience effectively. This demographic is highly active on social media, using it as a means to connect, share, and consume information.

As such, direct sales and network marketing professionals must harness the potential of these platforms to engage and build relationships with their customers. By leveraging the reach and influence of social media, organizations can extend their brand visibility and attract a broader customer base. In conclusion, understanding the importance of the connected generation of customers in social media is crucial for successful direct sales and network marketing endeavors in 2022.

FAQs:

1. What is the Connected Generation in the context of social media?

The Connected Generation refers to the group of individuals, typically younger and more tech-savvy, who are highly connected through various social media platforms. They are comfortable with digital technology and use social media extensively to connect, communicate, and consume information.

2. How can businesses tap into the Connected Generation for customer engagement?

To effectively engage the Connected Generation, businesses need to have a strong presence on social media platforms. They should create compelling and shareable content, actively interact with their audience, and leverage influencers and social media advertising to reach their target customers.

3. What are the advantages of targeting the Connected Generation through social media?

Targeting the Connected Generation through social media can provide several advantages. It allows businesses to reach a large and diverse audience, build brand awareness and loyalty, generate leads, and gain valuable insights through data analytics. Additionally, social media offers cost-effective marketing opportunities compared to traditional channels.

4. How can businesses create content that resonates with the Connected Generation?

To create content that resonates with the Connected Generation, businesses should focus on authenticity, interactivity, and visual storytelling. They should understand their target audience’s interests, values, and preferences and create content that aligns with those. They should also encourage user-generated content and actively engage with their audience through comments, likes, and shares.

5. What social media platforms are most popular among the Connected Generation?

The most popular social media platforms among the Connected Generation are constantly evolving. Currently, platforms such as Instagram, TikTok, Snapchat, and YouTube are highly popular among younger demographics. However, it is essential for businesses to monitor trends and demographics to stay up-to-date with the most relevant platforms for their target audience.

6. How can businesses measure the effectiveness of their social media efforts targeting the Connected Generation?

Businesses can measure the effectiveness of their social media efforts targeting the Connected Generation through various metrics such as engagement rate, reach, impressions, click-through rates, and conversions. Additionally, they can utilize social media analytics tools and track key performance indicators (KPIs) to evaluate the success of their campaigns and make data-driven decisions.