Tweet

"Blue Print” for change - personalizing your brand

Written by: Brian Beehler

Article Overview: Tuesday I had the great pleasure of hearing a presentation from Tony Chapman founder of Capital C. Tony’s firm may be best known for the “bride has massive Hair Wig Out” YouTube video that created such a buzz a few years ago. The video was viewed 2.8 million times in just two weeks. It was brilliantly done and it help support Sunsilk’s brand of hair care products campaign.

"Blue Print” for change - personalizing your brand

Tony’s presentation was titled “Stop Advertising - Start Socializing” and focused on why companies need to change the way they communicate with customers. He explained that companies need to personalize their brands and to start socializing with customers. It was a passionate presentation that helped me validate many of my thoughts about why my company needs to change before the opportunity slips away.

Over the last 24 hours I have been trying to organize those thoughts into concrete solutions for our company. By taking some key points from the presentation and my insights in the use of Social Media tools, I’ve formulated a 10 step approach to refocusing your brands. You are the first to hear of this approach and understand that this hasn’t been tested nor validated. Its my attempt at trying to create a “blue print” for change.

Step 1 - Identify your target audience
Step 2 - Conduct a physiological needs assessment of your target audience
Step 3 - Conduct a “Mass Media” and “My Media (Social Media)” assessment
Step 4 - Determine which “Needs” link to which “Mass Media” and “My Media” (link step 2 & step 3)
Step 5 - Build “My Media” and “Mass Media” Strategies (Set your ROI)
Step 6 - Mobilize your Strategies
Step 7 - Monitor your Strategies (Listen & Evaluate)
Step 8 - Measure your ROI
Step 9 - Sunset or Sustain your Strategies
Step 10 - Stay ahead of the game…

Some of you are probably wondering what some of the steps mean and that more details are required, well I couldn’t agree with you more. My next few blogs will go into each step as I continue to formulate the details for each. I would be extremely interested in hearing some of your comments and insights to what I have suggested has a “blue print” for change.

Thanks again Tony for sharing! — Live your dreams through the eyes of the unknown…

Related Articles
  Finding the 10% of your market already sold on your product…
  Keeping Printability in Mind with Your Logo
  Mirror, Mirror On The Wall… Will My Brand Help Me Rise Or Fall?
  Sub prime corporate branding new is not new
  10 Attributes of a Wing-It Organization

Article Tags: 2 step, blogs, change thanks, concrete solutions, dreams, game, insights, mass media, media strategies, media tools, needs assessment, physiological needs, step 6, step 8, step approach, stop advertising, sunset, target audience



Related Forum Posts
Re: Some help for a good lawyer!!! - You do raise a good point. Before selecting the winner of the competition, I did a search for logos that looked like mine. Sort of hard because there is no good "picture" search engine, you can only search for keywords. I figured since I was only using the logo for the top banner of my site, I could change it if it turned out someone did own the rights to it. I could then just hold another logo contest and grab a new banner. However, if you are trying to brand a logo, it might be more detrimental to change horses midstream.
Re: Starbucks: Licensing vs Joint-Venture - Its "growing pains" on a successful franchise level. If you think about it, could anyone have actually ever predicted Starbuck's most recent outcome? They are now struggling to do something they did so well all along, simply change, or at least alter what direction they were headed. No matter what your idea of where your business should be is, for the future, outside determining factors will most certainly change - its your ability to change and follow the natural business course (if there is one) that then becomes significant. Simply, have a good idea of what it is you want to be in business, but don't force out change along the way. Adapt to it, or at least try and learn to adapt to the change.
Re: Kevin's Case Study #6 - Marketing an information resource? - "Blue Ocean Strategy" sounds like an interesting concept.... Anyone here care to share more on it?
Website a must for new businesses! - The first thing anyone should do when starting out is to get a website. It doesn't have to be a fancy one, you it should explain the company, let people order samples, etc. Print papers and ads are just thrown away by 90% of the people who get them, I think... but a website is forever...
Re: Are you a Blue, Red, or Green? - My Structogram self analysis showed I'm majority Red-Green with a fair bit of Blue. While our crew at Happy Worker found this intriguing by itself, what I've been most excited about is the potential for improving our sales process results. For example, we've heard of a retail chain that redesigned their store layouts based on Structogram profiles. They strategically displayed certain areas of their stores to fit different personalities - e.g. Red areas featured the most high end/hip designs with best of strength/speed/performance summarized, Blue areas had lots of technical analysis and comparisons, and Greens saw the products used in social settings with its human/ergonomic features emphasized. The cool part of course is that the chain was able to have their prospects self-categorize themselves by what area of the store they were attracted to, and their sales staff were trained in identifying and working with each type of person. Which unsurprisingly led to a significant increase in sales. In our new sales process we've included several questions and actions to help hypothesize our prospects' Structogram type, to help us best support them through the rest of the pathway. We're also looking at what web site changes we can make to ensure we're appealing to and supporting all types!


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Tweet

Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!

Name:
Email:

Popular Articles

Quick Tips on Buying a Business

The Pure FUN of Learning & Using NLP

How to Develop Your Powers of Thought.

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.