Breaking up is hard to do. (When clients leave.)

This post is dedicated to those of us who deal with a small number of clients.  We invest time, thought, energy, and creativity into our client relationships.  It's business, but it's personal, too.  But even the best of these relationships may end.

Clients leave. It’s a fact of life, right? But it’s not fun, especially when a client starts working with a competitor. AAARGH!

How should you handle it when a client leaves? The “less said the better” approach is a good idea, but what if you're asked directly?

I say, take the high road. When asked where Acme Corp. is, explain that they now work with Mammoth, Pervasive and Bland. “Why?” will be the next logical question. Respond as honestly, objectively, and non-judgmentally as you can. “Oh, they thought they'd get a better deal.” or "They just thought they needed a change." And of course, you’ll be friendly with your former client.

Advantages to taking the high road?

1. You send a clear message to your other clients, prospects, and community that you’re classy. They’ll all think well of you.
2. It’s a small world after all. The way you behave toward a former client can either build a good reputation or a bad one. Which do you want?
3. “What goes around comes around.” “You reap what you sow.” Pick your proverb. They’re true. Whether you behave well or badly, it will come back to haunt you. So why not behave well?

Knowledge is power. So use the knowledge that some clients will leave to power a marketing program that brings in new ones. After all, the best defense is a good offense.

http://youtu.be/5JJVAw1qchA  (Neil Sedaka on Shindig in 1965)

"You don't own me" On keeping customers by treating them right

http://youtu.be/-gx-mknOV54   (Leslie Gore original)

You work hard to attract customers, right? Mailings, a great sales force, ads, publicity. But what are you doing to keep them?  You don't own them, so they could move to your competitors if the grass looks greener over there.

Business wisdom says current customers are your best source for ongoing business. After all, they already know and trust you. Whether they bring you referrals, product sales, or monthly retainers, customers are the life blood of your operation. Communication -- sharing information and knowledge -- is a good way to keep customer relationships healthy and keep customers happily corralled. 

Here are some communications programs that work well with customers.

1)  BLOGS or NEWSLETTERS - You have expertise and information customers need. Streamline the communication process by sharing that expertise in a newsletter or blog.  This lets you package and brand key information so your firm is seen as an expert. Make sure your staff members know about these tools so they can use them with customers and prospects.

2)  WEBINARS - Better educated customers are BETTER customers. Get credit for providing the knowledge by sponsoring webinars, seminars, workshops, and clinics.

3)  SOCIAL MEDIA - Is your audience using LinkedIn, Facebook, or Twitter to get information about your service?  If they're there, you need to be there, too.  Once you've established your presence, you can use it to treat your "fans" to exclusive deals, early access to information, special tips and tricks, whatever's of value to them.

4)  WEBSITE – The Internet is a popular information source. Use it! At minimum set up a basic site prospective customers can visit. Even better, set up a customers-only section that's password protected. Fill the section with information customers want - articles, tip sheets, a forum for posting questions and getting expert answers, downloadable forms, handbooks, etc.  Not sure what to include? Poll some of your best customers.

1-2-3 Elementary keys to direct mail success

 http://youtu.be/Wh1Pry1yUjI   (Len Barry, Hullabaloo, go-go boots, The Pony....  The 60s were fun times.)

Success with direct mail is really as easy as 1, 2, 3.  Whether surface mail or -mail, it's a great way to get response from a defined audience.  Just watch these three things:

1.    THE LIST

Of course, you want your message to reach the RIGHT people. So having a good list is critical.  If you’re purchasing a list, ask to test a small number of names before investing in the full thing.

You can expect 1-3% wrong addresses.   Keep track of the number of bad addresses.  You may be able to get money back from your list provider if you get more than 3%.

2.    YOUR CREATIVE

Think of all the stuff that collects in your inbox.  A mailer needs to break through that clutter.   Entice the recipient to open and read it. 

So have some fun. Maybe take a risk.  Different creative approaches can be tested to find what works best.

3.    THE OFFER

Direct mail is all about response.  So offer something attractive to spur it – a trinket, rebate, coupon, or informational pamphlet.  Be creative.  You can test offers, too, to find the one that works best..

THINK! The importance of planning

The Queen of Soul said it well.  THINK!

I happen to think that thinking before you act is critically important.  That's why I advocate developing a marketing plan.  But how about you?

Does the idea of developing an annual plan for your activities make you wince? Recoil in horror? Break out in hives? If so, you're probably laboring under some serious misconceptions.

MYTH: Planning takes too much time.

REALITY: Taking time up front to establish objectives, define your audience and messages, and determine preliminary budgets saves you time later. Your programs will be on-target and yield better results. Plus, setting objectives means you have something to measure results against so you can improve programs over time.

MYTH: Planning is expensive.

REALITY: Planning can make your programs more cost effective. As you plan the year you can create a projected budget. This allows you to pre-determine how much money to allocate to each activity. If you're comparing results to objectives, you can direct funding toward programs that work best.

MYTH: Plans are rigid.  We'll be locked in.

REALITY: Good plans are living documents that evolve based on market conditions, product development timetables, you name it. While planning requires discipline, plan implementation requires an equal measure of flexibility.

 http://youtu.be/hsL9UL9qbv8

Respect the customer. 7 tips to make sure your marketing does just that.

http://youtu.be/6FOUqQt3Kg0

 R-E-S-P-E-C-T   You know what can happen if your marketing messages don't respect your customers.  Think DOOM and DISASTER.  Think New Coke!  Here are things you can do to avoid these bad outcomes.

1. Do your homework.  Study your customers.  Find out what that they like.  What they do.  What they want and need.  What's important to them.  
2. Apply what you learn.   After you've gathered the information, analyze it and find where you can meet a need...solve a problem.  Make that your core message.
3. Be interesting.  You need to grab attention. It's hard to bore someone into buying.  Maybe humor will do the trick.  An intriguing visual and headline.  An eye-catching presentation.
4. Be engaging.  The very best marketing doesn't sound like marketing.  It sounds like one person talking to another.  A conversation.
5. Tell the truth.  Folks are very good at sniffing out untruths.  And they're suspicious of hype.  Why risk ruining your reputation with even a small fabrication?
6. Be persuasive but not pushy.  You have a good story to tell, so tell it.  But if you get too aggressive, you may get pushed back.
7. Invite feedback.   Check with your customers to see how you're doing.  What you learn can inform future marketing and make your programs better.

 After all, showing respect is key.

http://youtu.be/h7ZGevA4T5E  (Check out the back-up singers!)

Don't you forget about me

http://youtu.be/Y_9sB92dJzM

Who remembers these 80s classics -- the movie, The Breakfast Club and the song, Don't You Forget About Me? 

When you're running a business, if you want success, you don't want to be forgotten. It’s not just about what you know OR even who you know, but WHO KNOWS YOU.

Selling starts with awareness because prospects need to know about a product before they’ll buy.  But awareness is so basic many business people overlook it. Sadly, lack of awareness (being forgotten) will stymie business growth every time.

How do you create awareness? You need to be visible. These tools can help you:

• WEB/SOCIAL  Electronic channels are quickly becoming essential.  You'll need to figure out which ones your audience uses and how.  Then develop a plan for how you'll use the vehicles to reach the right folks with the right messages.
• ADVERTISING: Often the most effective and cost-efficient way to create awareness if you have a broad audience that can be reached through publications, broadcast or other avenues.
• PUBLIC RELATIONS: Product releases, features and case histories can get the word out about your product. This can be a slow way to build awareness, but the cost is less than advertising.
• DIRECT MAIL/EMAIL:  A good list is essential – whether you’re sending your message email or surface mail.
• TRADE SHOWS/EVENTS: This is like retail. Attendees come to learn about new products, to “kick the tires”,  and they may want to be entertained as well. This is your chance to add some flash and sizzle to your presence. Make it fun, but make it meaningful, too.

A combination of all the above can be very effective. Just be sure to repeat, Repeat, REPEAT your message over time so it sinks in.  Don't be forgotten!


http://youtu.be/Y_9sB92dJzM

Girls just wanna have fun

I've been doing Voice of the Customer research on my own while working as a food demonstrator at a large grocery chain. 100% of the time, the selling points provided by the manufacturer are dull, dull, dull. Where's the fun?! What people respond to is FUN.  An upbeat attitude and a playful manner trumps zero transfats, low sodium, and all natural ingredients every time.

"You can't BORE someone into buying your product." So I'm told by a wise friend. Memorable consumer ads have a funny or dramatic hook to get you involved.

But what about the serious world of B2B marketing communications? Aren't we just presenting facts? 

Certainly facts are important, but ONLY in terms of what's relevant to your buyer. To be relevant you need to understand how users benefit from using your product or service. If you aren't sure, ask! A little research can go a long way toward building your company's sales success. 

Once your message is relevant, it's time to develop a personality. People buy from other people, right? Since they're your company's public face, marketing communications pieces need to present a consistent, likeable personality. 

Injecting humor can do this. It might be light-hearted visuals or tongue-in-cheek headlines. Either way humor requires that you relax and take a fresh look at what you're selling. It can be tricky but pay off big-time.  Done right, an attitude of fun creates a strong bond with prospects.

Here's a little 80s fun to inspire you:

      http://youtu.be/PIb6AZdTr-A

      http://youtu.be/HId2jQBEbYY   (live in Paris)

Love that Cyndi!

Grow your own.

Creativity. It’s a talent that’s little understood. Sometimes undervalued.Sometimes considered rare.

I believe we can all be creative. After all, nature is infinitely creative.

Hope these quotes inspire you to encourage the creativity in yourself and those around you.

Abraham Maslow:
The key question isn't "What fosters creativity?" But it is why in God's name isn't everyone creative? Where was the human potential lost? How was it crippled? I think therefore a good question might be not why do people create? But why do people not create or innovate? We have got to abandon that sense of amazement in the face of creativity, as if it were a miracle if anybody created anything.

Erich Fromm:
Conditions for creativity are: to be puzzled; to concentrate; to accept conflict and tension; to be born every day; to feel a sense of self.

John W. Gardner:
When Alexander the Great visited Diogenes and asked whether he could do anything for the famed teacher, Diogenes replied, "Only stand out of my light." Perhaps some day we shall know how to heighten creativity. Until then, one of the best things we can do for creative men and women is to stand out of their light.

Linus Pauling:
The best way to have a good idea is to have lots of ideas.

R. I. Fitzhenry:
Uncertainty and mystery are energies of life. Don't let them scare you unduly, for they keep boredom at bay and spark creativity.

Rosabeth Moss Kanter:
Creativity is a lot like looking at the world through a kaleidoscope. You look at a set of elements, the same ones everyone else sees, but then reassemble those floating bits and pieces into an enticing new possibility.

Tina Turner:

Sometimes you've got to let everything go - purge yourself. If you are unhappy with anything . . . whatever is bringing you down, get rid of it. Because you'll find that when you're free, your true creativity, your true self comes out.

Claire Cunningham:
Be courageous. Be creative.

Dōmo arigatō, Mr. Roboto

One of my blogposts has gotten over 800 page views. Over 800!


I know this doesn’t seem like much in the world of big-time bloggers who get hundreds of thousands of page views. But for little old me who started with about 10 page views per post, this is HUGE! That’s either a 800% increase or 8000%. I’m too happy to do math. I think I’ve gone viral.


But now I’m experiencing the dilemma marketing folks in many companies feel about social media. What did I do that attracted these people? (Was it the catchy headline? Something in the content? Was it the guest post I wrote for another blog?) Who are these readers? Are they the people I want to reach? Will they come back? What can I do to make them come back? And is this worth the effort?


AARRGGHH! Success can be stressful.


Upon reflection what I keep coming back to is gratitude. So…Thank you, readers, for your attention and time. I hope you found something of value. Thank you, Geoffrey Cooling, for inviting me to expound in your great blog, Just Stuff, (http://geoffreycooling.blogspot.com/). Thank you, LinkedIn and Twitter for being my forum. Thank you, universe.


Thanks. Gracias. Danke. Merci. Obrigado. Grazie.

Part Deux: Something completely different...

I've been blogging about marketing and communications for a long time. So I'm going off script to share my four rules for living.

Ready? Here they are.

 

Show up.
Pay attention.
Think before you act.
Act before you think too much.

Simple enough, huh? Yeah, until you try to live them!

 

Remember, the first two were about being PRESENT.  Here are the last two.
 

THINK BEFORE YOU ACT.

Do you ever feel like you just need to DO SOMETHING? Be careful. That urge may be a form of avoidance. Is there something important you’re ducking or putting off?   Lack of thinking can also lead to the READY-FIRE-AIM syndrome.  That's when you do something and then say "Oh, shucks.  That missed the mark.  There goes a bunch of money."
 

Rather than pulling the trigger too soon, consider your objectives. Are you trying to increase your share in a market? Build sales? Will your action take you further along the path to your goals or will it lead you in another direction?
 

ACT BEFORE YOU THINK TOO MUCH.

Sometimes we get stuck. We’re so afraid of taking a wrong step we don’t move at all. Analysis paralysis. Inaction leaves us in limbo – an uncomfortable and stressful place.

Thinking before you act is good. Thinking too much is not good. Where’s the line between enough and too much? Good question.  If you find you're stuck, try taking a small step and watch the results.  Taking initiative by taking action can break you out of that stuck place.

And now for something completely different...

Marketing...schmarketing.  I've been blogging about marketing and communications for a long time.  So I'm going off script to share my four rules for living. Ready?  Here they are.

1. Show up.
2. Pay attention.
3. Think before you act.
4. Act before you think too much.

Simple enough, huh?  Yeah, until you try to live them!

Here's what they mean to me -- two at a time.

1. SHOW UP

To really show up, you have to bring your whole self to whatever you do.   Bring your A game, as they say.  You've heard the saying, "Live in the present moment"?  Well, this means the same thing to me.

We value multi-tasking right now.  In fact, I've lost count of the job postings I've seen that list multi-tasking as a required skill.  But there’s a down-side because multi-taskers miss things. While checking email and sending a text you may miss a chance to connect with a co-worker or client.

For one day try doing things in sequence rather than at the same time. You may find you actually get more done in less time because you’re focused.  Or not.   It's worth trying. anyway.

2. PAY ATTENTION

Paying attention goes with showing up.  If you’re doing several things at once, something’s going to suffer. People sense when your attention's divided and may think you don't care.  (Think of how you feel at a store where the clerk is talking on the phone rather than helping you.)

It comes down to choices. You can’t pay attention to everything all the time. Decide what's most important at the moment. That's where your attention belongs.


Enough said.  On to the final two next week.

Say it again, Sam

Animals learn through repetition, right? If you want a dog or a horse to learn something you work with him over…and over…and over.  Did you know it's the same with people?  Repetition is a key element in successful marketing.

Think about big-time jingles, brand icons, and ad messages (McDonald’s “I’m lovin’ it”; Nike’s “Just do it”; The Geico Gecko). These words and images stick with us for one big reason – REPETITION. You’ve heard and seen them again…and again…and again.

If you want people to absorb your message, repeat it. And I don’t mean two or three times, either. Current wisdom says it can take nine or more repetitions for a message to sink in.

Wonder why it takes such an effort to make an impact? Consider these facts.

· We’re inundated with messages – from public bathroom doors to computer screens. You have to break through the clutter. Repetition combined with an intriguing presentation increases your odds of being noticed.
· Folks buy when they’re ready. You need to be visible consistently to capture their attention when the time is right.  For them.
· We retain only about 10% of the information we’re exposed to each day. Repetition increases the chance your message will be part of that lucky 10%.

If this advice sounds familiar, it's because I'm repeating a point I believe is critically important.  Yes, I take my own advice.

3 Marketing Secrets!

Don’t you hate ads that scream about supposed secrets to success that can be yours for $9.95, $19.95, $99.95 or whatever? Well, here are some really useful “secrets” for you –  no price tag attached.

Ever wonder how other organizations keep their momentum going? Smart marketing and communications programs are critical. Here are three key marketing strategies you can put to work.

 
VISIBILITY 
This is where selling starts. After all, it’s hard for someone to buy from you if they don’t know you exist.    To find the tactics that will get you the visibility you need and fit your budget, ask yourself these questions.

• Who’s your audience? 
• Where/how can you get your name in front of them? 
• What can you afford? 
• What return (response, KPIs) are you looking for?

  

CONSISTENCY
Brand and brand management -- what do these words really mean? If you’re a company like Target, it can mean complex product naming schemes and identity standards.  For many other organizations it boils down to consistency. Determine your message, look and tone and then stick with it. Consistency can boost cost efficiency, plus it’s easier to make an impression if you look and sound the same over time.


REPETITION
Forget everything you’ve heard about the evils of redundancy. In marketing, persistence pays.  Human beings learn through repetition. Plus, only a few things, like Christmas décor and snow removal, have predictable buying seasons. Most of the time, we don’t know when someone’s going to buy. Since people often don’t pay attention to messages until they’re relevant, YOUR message needs to be out there over and over and…
.

Persistence Pays

One of the most common marketing problems I run into is this:

Organizations drop programs before they have a chance to work. 

An ad or two will run. One mailer gets sent. Response is underwhelming, so the plug gets pulled. And the organization goes off saying something like “We tried that, and it didn’t work."

AARGH!!

TRUE STORY:

An organization started a new ad series. Response the first month was lackluster. (Okay, it was bad!) The next two months weren’t much better; but we stuck with it and response started to pick up in the fourth month.

What was going on? Two things: repetition and timing.

• REPETITION: The audience needed to be exposed to the message several times before it sunk in.
• TIMING: For most products and services you don't know when someone will be ready to buy, so you need to be out there consistently.

Current wisdom is that it can take up to nine (yes, 9!) repetitions of a message for your audience to “get it.” Of course, you need to be reaching the right audience with a message that means something to them.

It’s a lot to think about, but help is out there. If you don’t have marketing expertise in your organization, hire a marketing communications specialist to help you. Even if you have a marketing department, an outside perspective can be invaluable.

My advice?  

Be persistent! Stick with it! Take a long-term perspective! Don’t give up!

Ya Gotta Be Seen to Sell

“To know, know, know you is to love, love, love you” go the lyrics of an old song.

There’s no such guarantee in business, but there’s one truth you can count on:   If prospects don’t know about your product or service, it’s hard to sell anything.

The opportunity to sell begins with awareness – being known. How do you build awareness? By being visible.

TRUE STORY:
A company introduced a revolutionary air filtration system but initial interest was nil. Then feature articles, magazine ads, a product-specific web site and demonstrations at trade shows got the word out about the new product.  

The result?  More inquiries about the product... and more sales.

The moral?  Ya gotta be seen to sell.

There are plenty of ways to get visible, like:

• Advertising (print, broadcast, web)
• Publicity (releases, articles, interviews)
• Mailings (surface mail, email)
• Events (trade shows, expos, seminars, open houses) 

The best mix depends on your audience, message, and budget.

Remember what your mother told you -- Why Repetition Works

What message from Mom (or Dad) sticks with you? Is it “Always wear clean underwear”? How about “If you can’t say something nice, don’t say anything at all”? Or “Clean your plate.”?  These bits of advice stick with us for one big reason – REPETITION. You and I heard these messages again…and again…and again.

That’s the marketing communications lesson for the day. If you want your audience to absorb your message, repeat it. And I don’t mean two or three times, either. Current wisdom says it can take nine or more repetitions for a message to sink in.

Wondering why it takes such an effort to make an impact? Consider these facts.

• Your target audience is inundated with messages. It takes an effort to break through the clutter. Repetition and an intriguing presentation increases your odds of being noticed.
• Prospects buy when they’re ready. You need to be out there consistently to capture the prospect’s attention when he or she’s in the purchasing mood.
• We retain only about 10% of the information we’re exposed to each day. Repetition increases the chance your message will be part of that lucky 10%.

So repeat, repeat, repeat your core message. But you don’t have to use the same vehicle over and over. The most successful marketing communications programs use a variety of techniques to deliver a message: social media, online presence, publicity, direct mail, advertising, events, literature and more.

Mixing it up lets prospects get the same message in a variety of forms. And it can make repetition more affordable.

Tell Them About It

Lately I've been going on and on about branding.  WHY?  Because promoting a consistent brand image and message can be a shortcut into the mind of the buyer.  Translation:  good branding can boost sales.

But branding doesn't work if you keep it a secret.  Remember PROMOTION?  Promotion is about telling the world -- or rather the corner that cares -- about your product.

So if you hear stuff like this:

• “We told them about it, but they didn’t come.”
• “We advertised, but got no good leads.”
• “We tried that once, and it didn’t work.”

Yell "FOR SHAME!  FOR SHAME!" (Or something stronger.)  Where ever this stuff is coming from, there are big problems to watch out for.  Consider these thoughts:

1. First, ya gotta follow basic communications practices. Foremost among these is repetition. Tell your audience and then repeat, repeat, repeat your message for it to get through. Once is definitely not enough!

It’s not that anyone’s stupid or slow. People have a lot going on in their lives so you have to work hard to get through. It can take up to 9(!) repetitions for a message to sink in.

2. You can boost the effectiveness of repetition by using lots of different ways to deliver your message. Think about how you can send it out. Social media, public relations, mailings, advertising, newsletters, trade shows and websites might work.  The more, the merrier.   Do as much as you can afford.

3. If you’re doing the above and STILL not getting a response, you may need to take a step or two back to make sure your message is meaningful to the audience. Some marketing campaigns produce disappointing results because they promote what the company wants to say not what the audience wants to hear.

'Course if you did the brand POSITIONING legwork up front, this won't be a problem.

Branding Basics: Time To Flaunt What You've Got

You've been reading my posts and following my advice - right? So by now you've developed a kick-ass brand identity. You've:

1) Discovered your unique message, promise, POSITION -- a benefit that's powerfully meaningful to your prospective customers
2) Developed a PLAN for getting out the word
3) Determined what you need to do to PROTECT your brand identity

Now you're ready to tackle the fourth P -- PROMOTION. This is where you tell the world what you have to offer. This is when you build awareness of your brand. This is where you flaunt what you've got!

Ever heard the expression, “It’s not what you know, but who you know”?  When it comes to business development, It’s not what you know OR who you know, but WHO KNOWS YOU.

True Story: A company introduced a product but didn’t budget for promotion. A few months down the road the CEO frowned and asked, “Why isn’t the new widget selling?” We started a program of publicity, advertising and trade show support, and sales happened.

Moral: Selling starts with awareness.

 
Awareness is so basic many business people minimize its importance. But lack of awareness will stymie business growth every time.  How do you create awareness? You need to be visible. These tools can help you:

1) ADVERTISING: Often the most effective and cost-efficient way to create awareness IF you have a broad audience that can be reached through internet/mobile venues, publications, broadcast or other media.

2) MARKETING PUBLIC RELATIONS: Product releases, features and application case histories can get the word out about your product. This is often a SLOOOOOW way to build awareness, but the cost is less than advertising.

3) DIRECT MAIL: Works best with narrow, well-defined audiences. A good list is essential – whether you’re sending your message email or surface mail.

4) TRADE SHOWS/EVENTS:  Attendees come to learn about new stuff and “kick the tires.” They may want to be entertained as well.  Make it fun, but make it meaningful, too.

5) SOCIAL MEDIA MARKETING:  If your audience is online, learn where they are and what they're interested in.  Then you'll need a strategy and plan for each venue.  (For example,  Facebook requires a different approach than Twitter.)  Using social media can be time-consuming but can really pay off if that's where your audience is.

A combination of these tools can be very effective. Be sure to repeat, Repeat, REPEAT your message over time so it sinks in

Branding Basics: Protecting what's yours

A couple of posts ago I broke down the brand management process into 4 Ps:
  

1) Positioning - identify your unique benefit.
2) Planning - develop a road map for brand identity programs.
3) Protection - guard the integrity of your brand.
4) Promotion - build awareness of and preference for your brand.

Easy, huh?  Maybe not.  I got inundated by how-to questions after that post, so now I'm explaining myself -- point by point.   We're on to #3 Protection.  This is where you marketers get to throw your weight around -- show you're in charge.

Have you heard of the term "logo cop"?  That's part of the Protection piece.  There are lots of ways your logo gets used, and many people in charge of the projects in which that logo appears.  Your plan can anticipate many of them, but new things will come up.  So it goes.

It helps to have a manual that spells out logo usage standards and that's disseminated to all departments.  But I've found these rules all too easy to ignore. What works well is a 3-pronged approach of 1) building relationships throughout your company, 2) gaining a reputation as an easy-to-work-with problem-solver, and 3) being aware of emerging projects that might include a logo.  Then you can control logo use earlier in the process and be viewed as a help, not a hindrance.

Ensuring consistent logo use is tough, but even tougher is safeguarding your brand's image.  First, review your Positioning to define your image.  Then look at your plan.  Where are you promoting your brand?  Your brand's "voice" may shift a bit among mediums due to different demands, but the message should stay the same.  Try to keep the same tone, too.  For example, a buttoned-up engineering firm probably shouldn't sound flippant on Twitter.

Another Protection concern is what others say about your brand.  Start by setting up alerts for your company's name and watch these for good and bad comments.  News travels fast on social networks so respond quickly and non-defensively.  Give humble thanks for praise.  Acknowledge missteps, fix them, and report on the fixes.  Politely refute misinformation with facts.

Branding basics: Plan the work; work the plan

A couple of posts ago I broke down the brand management process into 4 Ps:
  

1) Positioning - identify your unique benefit.
2) Planning - develop a road map for brand identity programs.
3) Protection - guard the integrity of your brand.
4) Promotion - build awareness of and preference for your brand.

Easy, huh?  Well, not according to the mini-firestorm of comments I got.  "What do you mean by positioning?' "How do I figure out a plan?" "What do I need to do to protect my brand?"  "And how do I promote it?"  All excellent questions.  I'm glad you asked.

Let's think about planning.

Most business people know about strategic planning, but did you know you can plan your brand strategy, too  Planning means thinking before you act – usually a good thing.

A plan is a road map. A thorough brand identity plan will include:

1) OBJECTIVES:
Think about your business and marketing objectives. How can your brand identity help achieve them? Brand identity can create rapport, build credibility, and create or enhance an image.

2) AUDIENCE
Describe your best prospects in broad terms. Think demographics and psycho-graphics for consumers or industries and job functions for business-to-business.

3) PROGRAMS
These are all the places and ways you are "seen" by your audience. In some of these, visual identity is key.  For others it may be more about tone.  For still others it will be a combination.  Depending on objectives, audience and budget, your mix could include:

Business stationery
Document formats
Forms
Publicity
Advertising
Presentations
Mailings
Trade show displays
Social media presence
Signage
Literature
Premium items
And more

You need a thorough list.  Then set priorities and a timetable for instituting your brand identity in each.