How to be heard in a world too busy to listen and with too much to hear. At the heart of all brands is the promise they commit to delivering to their clients. No matter how clever or memorable their small business brand photograph, if they fail to deliver on that promise, they fail. And those promises represent what the brand stands for.
Feelings and emotion, as Freemantle states, are critical in the way customers are influenced. Are you paying attention to your brand photograph?
Stay tuned and we will tell you some awesome secrets.
Failure to deliver on your promise or to be what you stand for is like a politician promising no new taxes. Mark my words.
Those kinds of promises are a prescription for a marketing disaster.
Before we continue, let me ask you a question.
What works best for the brand image in your business? We would love to hear what it was. Would you do us a favor and post it in the comments section below? It would be greatly appreciated by us and our readers.
The ultimate goal of all the points I list below is this: eliminate the fluff from your marketing strategy and focus only on the things that work.
So here are a few great thoughts and super examples on how to create a smashingly effective small business brand design:
Brand photograph … importance of image
We like to quote from the book Funky Business Forever when we discuss brands or branding with our clients:
The ‘surplus society’ has a surplus of similar companies, employing similar people, with similar educational backgrounds, coming up with similar ideas, producing similar things, with similar prices and similar quality.
It is not easy being different, is it? But all the more important.
The key to a good brand is being different. There are 4 critical things to remember about brands and branding:
Every business has a brand, whether explicitly defined or not. The important question to be answered is how good is the brand?
Brands deliver an emotional connection to a business’s products and services. Most purchase decisions have critical emotional components.
Your brand represents a collection of your customers’ perceptions of how they see you, how they feel about you, and what they say about you.
Your brand communicates every time it touches a customer. This makes you, as a marketer, responsible for this communication ‘moment of truth’.
Most brands sell products or services. GM sells cars. Borders sell books. Real estate brokerages sell homes. The best brands, however, satisfy a desire to get at the emotional heart of the matter.
Brand photograph examples … differentiation
A great brand example of differentiation? There is none better than JetBlue. JetBlue’s brand success centers on the achievable – the simple things – they knew would make a difference for their guests.
This set the stage for direct TV and XM radio, the provision of first-class seats to everyone, more legroom, great snacks, and high-end service at lower end pricing. No other airline others these value propositions. They are different and their brand stands out because of those differences.
Simple. Attainable. Targeted. They delivered.
Solving customer problems
For 18 months, Best Buy’s U.S. marketing team has been working to reframe the retailer’s brand proposition. Now it’s ready to unveil its efforts.
Best Buy’s new tagline, is ‘Making technology work for you.’ Best Buy sells high technology electronics and is a leader in applying technology to help be a leader in customer service.
Giving back
Ben and Jerry’s have a progressive, nonpartisan social mission that seeks to meet human needs and eliminate injustices in our local, national, and international communities by integrating these concerns into their day-to-day business activities.
The focus is on children and families, the environment, and sustainable agriculture on family farms.
Much has been made of corporate America’s propensity for internalizing the fruits of doing business while socializing the costs.
Ben & Jerry’s, by contrast, is dedicated to what they call “linked prosperity”, which essentially recognizes the possibility that business can and should be a powerful force for the betterment of society.
Related post: An Update to Starbucks Creative Ideas and Innovation
Small business brand photograph … delivering happiness
They don’t sell shoes. They deliver that extra dose of love we all need from time to time. There is no secret here. Zappos became Zappos because of the fanatical customer support it offered.
That is the company’s brand. As Tony Hsieh, the CEO, puts it, “Back in 2003, we thought of ourselves as a shoe company that offered great service.
Today, we really think of the Zappos brand is about great service, and we just happen to sell shoes.”
