When a brand sells out

I read an interesting post about the James Bond movies and some overtly placed product brands. You can check out the whole post at: James Bond Brand Shaken by Product Placement.

I was disappointed by Ford & Sony's placements in Casino Royale and thought that they tarnished their own brands, but also the good name of James Bond. Having said that, I was surprised that product placements have been a regular feature of James Bond films for many years.

I would be interested to know Ian Fleming's views on product sponsorship, after all I'm sure the brands he mentioned in the Bond books did well as a result and why shouldn't Fleming be rewarded for their success? A branding dilemma?

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Smart marketing

Last year I entered a 5km run and today a colleague reminded me about a new gym that launched its brand at the event.

Why did my colleague remember it?

Because the gym printed some smart black tees with its brand on it & gave them to athletic, attractive people.

Like many brands, using people we want to be like (actors and models) enhances a brand's appeal. In the case of this gym, it didn't need to spend a lot to get noticed.

Stories create brands

I know I'm more passionate about a brand when I understand the story around the brand.

For instance, I was intrigued to see a vehicle branded "The Immigrants Son", and then read about the story on a recent flight to Auckland. It would be hard not to fall in love with the story, and therefore the brand.

If you are in business, do your customers and prospects know the story around your brand?

Cheer team to promote your brand

Last week on a big run, I thought a company could get excellent mileage by having their "cheer team" 1 or 2 kms from the finish line, or at the finish line.

For every runner, there was an internal satisfaction of doing well, but an external recognition would have been even more rewarding. I know I felt great when my family cheered me on.

I could imagine a company sponsoring a small group of enthusiastic supports to yell and cheer when runners came past. They could wear logos on their tee shirts and have a sign so that participants would know where they were from and a positive imprint would be left about that company.

The cheer team could be made up of employees, they don't have to fit the profile of young women in skimpy outfits.

Qaulity solutions

I recently saw a sign at a seminar advertising a company that specialised in "Qaulity Solutions".

Ok, I don't profess to be great with spelling or grammar, but if you're advertising quality, make sure that what you say & do is consistent with your brand.

It might mean getting collateral professionally proofed. Yes, it will cost money, but it's worth the cost through extra business.

Having said that, you can often use the spelling error as an attention grabber - just make sure you mention that the error is intentional.

Parasite marketing - ugly name, beautiful concept

I'm a member of our industry's professional body and today I received an e-mail offering me a special cell phone deal. If this telco had sent me the e-mail directly it would've ended up in my spam box.

By "parasiting" or "partnering" they were able to be seen by a targeted group of professionals. There is also a "feel good" factor when I receive an offer that feels like it's tailored for me and I'm in a more receptive frame of mind when I read the offer.

Another time parasiting is effective is when your brand awareness isn't strong. By parasiting with a well known brand, you will find doors can be opened more easily.

Pick your hosts carefully, to ensure they share your philosophies and strengthen your own brand.

Brand you!

What 3 things will your client remember you for?

What 3 things do you want your client to remember you for?

If you can’t answer these questions for yourself, you can’t expect your clients to answer it either. These 3 things will not only anchor you and your business in the client’s mind as someone they want to do business with, but also establish a solid foundation for them to refer you to their clients, friends and family.

The world and our lives are full of brands, we deal with brands every day and your brand is no different, whether it’s you or your business – it stands for something (whether you have designed this intentionally or not).

Reflect on businesses you respect. What are their attributes that stick in your mind? Why would you refer them to people you know?

Spend a few minutes thinking about what attributes you would like your clients to mention when describing their experience to others, but also think about what your clients are currently saying.

Are they talking about:
· Added value
· Ambitious
· Can-do attitude
· Caring
· Clear
· Efficient
· Fast
· Friendly
· Good value
· Great service
· Helpful
· Integrity
· Knowledge
· Personal service
· Positive attitude
· Professionalism
· Prompt
· Reliability
· Respect
· Responsiveness
· Stable
· Trustworthy

Hopefully it’s not:
· Average
· Boring
· Busy
· Expensive
· Moody
· Rude
· Sloppy
· Time wasting
· Unhelpful
· Unreliable
· Untrustworthy

You will be able to come up with more! There’s no right or wrong answer (although most people I know would want the words in the top list used more often) and you might find different clients appreciate different attributes.

If you’re having difficulty working out the 3 things that stand out, just ask people who know you and know your business. Although many people can be reluctant to provide honest, negative feedback, they will provide you with an external perspective on your positive attributes. You can always ask “Is there anything I can do better?” which will help you improve and allow them to provide constructive feedback (remember not to argue with any points they raise – it’s their perception and for them, their reality).

So, when you go to your next appointment, ask yourself what are the 3 things you want your client or prospect to feel or believe after the meeting. You may even want to build this into your discussion. For instance “Hi, I’m Joe from ACME Services, we provide our clients with personal, prompt and professional service”.

Having these 3 attributes top of mind will also help you with your “elevator speech” (a short introduction that explains what you do and why someone would do business with you) and lead to new business opportunities.

I encourage you to manage and value your brand like the top brands in the market place that spend millions on creating an image, ensuring that the choices you make and the behaviours you display are consistent with the image you want to create.