Keeping it R.E.A.L. when it comes to branding.
Keeping it R.E.A.L. when it comes to branding.
Big brands have the luxury of being big. As a result, they can get away with a lot when it comes to branding . . . vague messaging, missing the audience, open-ended communications, being risqué, over-extending. But not smaller brands. Not when every move and every dollar counts. Smaller brands have to stay focused, be urgent, and deliver with impact. Here are four key elements of successful branding that we use to help our clients keep it R.E.A.L.
R - Remarkable
E - Easy
A - Actionable
L - Legit
R is for Remarkable. A remarkable brand is one that’s literally worth remarking about. People like to talk about brands, both in the office and at home. They love to talk about bad brand experiences. They sometimes talk about good brand experiences. They NEVER talk about average brand experiences. Deliver a delightful experience with your brand communications – strike an emotional chord – and inspire people to remark.
E is for Easy. A brand message that is easy to understand, is easier to internalize, certainly easier to share, easier to remember, easier to buy . . . you get the picture. There’s nothing worse than a communication from a smaller brand that’s complex, hard to navigate, or hard to get the gist of. Keep it simple. Make it easy.
A is for Actionable. When you get to the size of Nike, you can throw a white swoosh on a black billboard with no explanation or direction, and call it a day. Smaller brands need to TELL their readers, viewers and audiences what to do. If you want people to call in response to a mailer, tell them so. If you want them to sign up for a seminar, ask them. Offer multiple ways for recipients of your message to take immediate action. We live in a do it now society. “I see. I like. I buy. PERIOD.” Don’t make me beg or jump through hoops. Let me take action. Let me be your customer.
L is for Legit. If you can’t prove it, you can’t say it. If you can’t do it, you can’t promote it. If you can almost do it, you can’t promote it. If you’ll have the capability in six months, you can’t promote it today. Be honest with yourself about your brand. Challenge your brand messaging with a simple question . . .”How So?” And make sure you can answer that question with absolute certainty.
Follow these four guidelines for each and every brand communication you make and you will be certain of taking your brand and organization to a higher level in 2008.
And if you hit a wall, give me a call (908-534-9044).
For Samples of Our Latest Work. Go Here
Keeping it REAL when it comes to branding - To learn more about this author, visit Ed Delia's Website.
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The rapid march of technology has opened up the power of branding to all companies, organizations and entities, from the sole proprietor, to the regional service provider, to the North American manufacturer. You can stand apart, have a voice and go for your share of the market, regardless of company size or communications budget.
Big brands have the luxury of being big. As a result, they can get away with a lot when it comes to branding . . . vague messaging, missing the audience, open-ended communications, being risqué, over-extending. But not smaller brands. Not when every move and every dollar counts. Smaller brands have to stay focused, be urgent, and deliver with impact. Here are four key elements of successful branding that we use to help our clients keep it R.E.A.L.
R - Remarkable
E - Easy
A - Actionable
L - Legit
R is for Remarkable. A remarkable brand is one that’s literally worth remarking about. People like to talk about brands, both in the office and at home. They love to talk about bad brand experiences. They sometimes talk about good brand experiences. They NEVER talk about average brand experiences. Deliver a delightful experience with your brand communications – strike an emotional chord – and inspire people to remark.
E is for Easy. A brand message that is easy to understand, is easier to internalize, certainly easier to share, easier to remember, easier to buy . . . you get the picture. There’s nothing worse than a communication from a smaller brand that’s complex, hard to navigate, or hard to get the gist of. Keep it simple. Make it easy.
A is for Actionable. When you get to the size of Nike, you can throw a white swoosh on a black billboard with no explanation or direction, and call it a day. Smaller brands need to TELL their readers, viewers and audiences what to do. If you want people to call in response to a mailer, tell them so. If you want them to sign up for a seminar, ask them. Offer multiple ways for recipients of your message to take immediate action. We live in a do it now society. “I see. I like. I buy. PERIOD.” Don’t make me beg or jump through hoops. Let me take action. Let me be your customer.
L is for Legit. If you can’t prove it, you can’t say it. If you can’t do it, you can’t promote it. If you can almost do it, you can’t promote it. If you’ll have the capability in six months, you can’t promote it today. Be honest with yourself about your brand. Challenge your brand messaging with a simple question . . .”How So?” And make sure you can answer that question with absolute certainty.
Follow these four guidelines for each and every brand communication you make and you will be certain of taking your brand and organization to a higher level in 2008.
And if you hit a wall, give me a call (908-534-9044).
For Samples of Our Latest Work. Go Here
Keeping it REAL when it comes to branding - To learn more about this author, visit Ed Delia's Website.
Like this article? Share it with your friends
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David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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