a lesson from judy garland

20 Feb

I’m back.  Yes I know I said I would blog regularly in 2012 but you know life happens and somehow I find it easier to blog for others than to actually think about my own…but here goes.  Michael and I spent Valentine’s at the Guthrie seeing “The End of the Rainbow”.  For those of you who know my background I will skip the critique and simply say it is a riveting portrayal and truly a great piece of theatre.  So dramaturgy aside I have to talk BRANDing.  I think so often icons like Judy Garland can be reduced to career highlights and of course their often untimely deaths.  But she truly was a witty and brilliant performer and lady.  Of course, we shopped the always wonderful Guthrie boutique and found this quote on a magnet.

“Always be a first rate version of yourself instead of a second rate version of somebody else”

–Judy Garland

Now see, I knew you all would like that and I’m sure you all see the connection to what we do everyday.  Take it personally or professionally to your business life in the end it is about always being true to ourselves and those we serve.  It’s like I tell my clients…yes you should know what the competition is doing but it’s not just about outdoing the competition.  Be original at all times.  Innovate when you can and do not force it.

So there is my thought to keep the blog going…stay tuned for more!

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a manifesto for 2012

6 Jan

So the holidays had me rushing for clients + wrapping up the year + car troubles + a trip to Kansas city + food poisoning, so it was a mixed bag of reflection and work…

In the middle of all that I was able to reflect on what has worked for me and BRANDtabulous over 2011 and what I want to do in 2012.  It is NOT about resolutions but a TRUE MANIFESTO.  So take a look at mine and consider what you can do in 2012.

Simply starting out with “I will” can propel you to think about what you can do differently and what you can achieve.

I challenge you to come up with at least 6 statements and share them with me or someone who can give you that kick in the a** over the year.  I will gladly check in with you as needed.

thanks to all and big love to you,

j

ps I will blog and facebook REGULARY ALL YEAR

I believe….shout it, baby

20 Nov

Marillac Holiday Boutique Lesson #2  // so what I liked about the boutique was 150 vendors together in one room trying to put their best foot forward to attract customers who were often not aware of the BRANDS and may have little or no interest in the wares and services offered.  For a marketing guy like myself it left me drooling to help some find their way while in true admiration of others.

It amazes me to what length or LACK there of that many of these businesses go to create the same store experience in a space often just 10′ by 10′. Some did a beautiful job with dramatic displays and enticing smells while others fell flat with unengaged employees and awful materials. To those who got it right I applaud but to the others I say step in the aisle and take a look at what the customers see.

Whenever your BRAND participates in an offsite event I encourage you to take the time to do it right…and maybe even a little better than you do at your brick and mortar or website.  When you consider these events ask yourself:  Is this a good fit for my BRAND and will it attract the customers I want to do business with?  Or in marketing terms… Is it in line with my vision?

There has always been and will always be talk of mission statements, vision statements, target markets…you have certainly heard these.  But at the end of the day I still believe it is about doing what you love…with and for people you like.  Why sell or provide a service you don’t believe in or wouldn’t use to people you don’t like?  Every day you do business you should STILL be motivated by the things you believe in about your business AND about yourself.

Yes, I know your business world is much bigger than 4 days in a convention center but sometimes it takes being separated by just a drape to see what the world around you is up to. 

So here are a FEW of my beliefs…

I believe in the power of great BRAND storytelling

I believe in BRAND experiences which include the good, the bad, and the ugly

I believe you never underestimate a BRAND touch point

I believe everyone can afford good design because everyone appreciates good design

So here is your challenge… Consider at least 3 things you believe in whole-heartedly about your business and BRAND. Be proud of them, shout them out, and share them, because they will help you recommit to your BRAND and everything it means to you and your customers.

BRAND Identity Crisis

17 Nov

So, I just got back from a week in Kansas City at the Marillac Holiday Boutique.  I was able to work with some favorite clients and hopefully pick up some new ones.  With all that I learned I’d like to share and discuss some really important lessons here.  I will share them over the next few posts. Above all, I am reminded that good design means EVERYTHING and women in KC will put rhinestones on ANYTHING.

The first lesson is that BRANDS can have an identity crisis or even different personalities. What I mean is that online and in print they just don’t look like the same business or BRAND.  Here’s how it goes.  They have to have a business card so they whip that up (usually through Vista or worse) and then maybe a flier and a banner, and well they should have a website and Facebook and on and on.  What happens along the way is they can’t get the logo sized for FB and then no one knows what that actual shade of green is called and when laid out together it’s just not a pretty picture.  These things are important everyday you do business but none more so than in a market setting like this where shoppers may not even know your business.  Consider EVERYTHING and IGNORE nothing!

Add to all these poor design choices that sometimes the design and brand identity doesn’t match the merchandise or BRAND experience and consumers are left confused and disappointed.  Yes, it works both ways and poor design is overshadowed by a blissful BRAND experience and wonderful merchandise.  But remember… when EVERYTHING works together then BRAND awareness increases; word of mouth is positive and you are recognized not just for merchandise, a great shop owner, or a great website but having a great BRAND!

 

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get your brand on mood board

9 Oct

do what you say…

5 Oct

I have a great sticker on my laptop that reads… ”Well done is better than well said.”  Benjamin Franklin.

Yes, I am a storyteller and writer and can put the words behind your marketing and BRAND but delivering on what is said is the only way to grow your brand.  DO what you say you DO for your customers, your clients, your patients, whomever your end user is.  If you can’t deliver or don’t know how…just say it.  People will respect your honestly. They may not like it at the moment but they will still like you.  In doing what you do always surround yourself with those that can help you deliver your BRAND promise.  From your staff to your vendors, everyone has to work to make YOUR BRAND all that it can be. 

Remember your customers come to you for a reason…hopefully many reasons. 

If you want them to keep coming to you, you must deliver the goods!

 

the Power of Promotions

14 Sep

So I am back.  After getting 2 clients set up with their blogs I can get back to my own and will keep it going.  If I tell my clients to do it I HAVE to do it. So today I want to talk about promotions for a business.  What sorts of ideas does the word “promotions” conjure up?  Well, I always tell my clients a promotion is NOT just discounting your product or service.  Yes, that can be part of it but a promotion is what you make it!  The success or failure of a promotion is directly tied to planning, execution, and storytelling.  Be true to your BRAND and BRAND style with ALL promotions.  Maybe the promotion is to bring in new customers and maybe it is to show appreciation for the customers you already have but don’t cut corners in anyway.  If you “throw something” together people will know! Remember promotions can be the first contact customers have with your BRAND experience so do it right!

How to INNOVATE your small business BRAND through partnerships!

17 Aug

Whether you are a new business or a community favorite there is always room for innovation and greater BRAND awareness. A great way to build awareness is to partner, partner, partner.  Look for other partners that can help bring customers to your BRAND and business.  Remember though partnerships are a 2 way street so be willing to do for them when called upon.  There are many ways to find partners.  Start with those already coming in your door from vendors to customers you already know.  You will be amazed at what you may be able to add to your BRAND relevancy from those you already work with and love you. Start with one conversation or a small group to discuss new ideas, ways to do things better, and share your resources.

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BRAND Buzz…Get it started!

15 Aug

A great product or service is just not enough today…now it’s all about GREAT BRAND BUZZ!

There are MANY ways to create buzz around your BRAND or just one element of your BRAND but it all comes down to experience.  You have to give your BRAND users a reason to believe in something.  Live up to what makes you different and deliver it consistently.  You have to keep your promises and deliver on what you say you will do.  I have clients all the time that tell me “we need some buzz” on this and that…yes we can go the traditional route of media releases and placements and yes that still works but if you can get the right people (those you know love you) to start the movement then the momentum or BUZZ is genuine and beautiful.

Stay tuned for ways to create BRAND Buzz!

You have to tell to sell!

31 Jul

You have to tell to sell. I love design. Good design or bad design it all has a story to tell. Bottom line though is that everything connected to your BRAND has to have your contact information. Anytime you can combine these bits of information on a single piece do it. A great place is your email signature from your computer AND your smart phone. Add your website and phone number. Many phones allow you to create or add to a contact from email so the reader can expand your contact listing. So basically anything that is printed or written from emails to promo items has to have your BRAND details on it. Contact info can include your name + phone number(s) + website + social media icons + email address + blogs + qr codes + whatever else I am missing.

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