Category: Branding

Whether you’re trying to generate foot traffic, web traffic or plenty of both, the fact remains that on today’s hyper-competitive business landscape getting — and staying — on your prospective customers’ radar screens is not just necessary for your success: your survival depends on it. Indeed, each year hundreds of thousands of startups and small businesses with excellent products, competitive prices and strong value propositions nevertheless shut down, because they couldn’t escape being the best kept secret in their marketplace.

Of course, that’s not to say you should (or could) run a Super Bowl ad, or spend 5-figures a month on PPC, print ads, and other types of advertising and marketing. Maybe that will be viable on day down the road when you’re at the helm of a multinational enterprise, but for now “low-cost, high impact” is the only investment formula that makes sense. And that brings us to car wraps.

For a fraction of the cost of single billboard, radio or TV ad — all of which many frustrated business owners have soundly concluded fail to deliver worthwhile ROI — car wraps help you make a lasting impression on your target market, and stand out for all of the right reasons. Here are the three key reasons why:

1. Mobility

Whereas conventional “interrupt” advertising depends on having an ad show up at the right time in front of the right people – which is often the exception rather than the norm – car wraps are inherently mobile, which means you can literally position your ad in front of your target market. Where they go, you go.

2. Reach

According to research by the Outdoor Advertising Association of America (OAAA), mobile advertising reaches more prospective customers at a lower cost per thousand impressions (CPM) than any other kind of outdoor advertising. What’s more, over 95% of people are reached by media that targets drivers and passengers, and a single car wrap can generate between 30,000 and 70,000 impressions per day.

3. Impact

While the above is impressive, the big, booming question is: do car wraps work? The answer is a definitive yes. Prospective customers are highly influenced by advertising that they see; especially when it’s non-invasive and they aren’t resisting (i.e. they aren’t saying to themselves as their favorite TV show fades into a commercial “ugh, someone’s going to try and sell me something for the next two minutes, I’m tuning out until the show starts up again”). The OAAA also found that 30% prospects said they make buying decisions based on ads they see while driving or as a passenger, and fleet vehicle advertising boosts brand recognition 1500% more than any other form of advertising.

A Word of Caution

While car wraps are proving to be a smart business investment – which is why they’re skyrocketing in popularity, especially among small businesses and startups – it’s vital not to take the DIY route, or cut corners on quality. Whether you decide to wrap a single car or a fleet, ensure that you have the wrap professionally designed and installed. Otherwise instead of working for your business, a faded, peeling and poor-designed car wrap will work against it.

Rebranding is an extremely tricky business and an incredible gamble that businesses take in the hope of increasing their marketing prospects. However, it is possible to have a better control of the outcome by executing the rebranding process in a scientific manner. In this article, we will take you the most vital factors that an entrepreneur must consider while rebranding their business.

Map your customer profile

The first step in a rebranding process is to understand the customer you are trying to target and also make a note of how they are different from the previous customer profile. Sometimes, the customer demographics itself may not have changed and only the aspirational needs and wants of the prospects may have evolved. Knowing how your new target demographic is different from the old one will help a marketer make the brand transformation without impacting the core values of your brand.

Identify your brand goals

Each brand conveys a message to the customer about the customers’ aspirations, the ethos and values of the business. The Lance Armstrong Foundation found itself in a reputation crisis when the champion cyclist got caught in a major doping scandal. The foundation soon rebranded itself as the ‘Livestrong Foundation’ that helped the organization distance itself from its disgraced founder. After a major oil leak that threatened the reputation of BP, the company reinvented its branding to provide a more ‘green’ and environment-friendly outlook. As a rule of the thumb, your brand goals should be based on where you stand currently and what you want to communicate to your customer.

Plan your execution strategy

A rebranding process is much more than simply changing the logo and the brand tagline. Execution is key when it comes to rebranding. According to this guide on Templafy, the planning stage of rebranding should involve detailed mapping of the timelines and deadlines in addition to delegating the various tasks to people in your team. It is also a good idea to set a budget for the rebranding process and actively work towards achieving your objectives using just the allocated resources.

Keep your stakeholders in tow

Stakeholders play a major role in determining the success of a rebranding exercise. This is because they are often the face of the company to the end customers. In order to ensure a seamless rebranding exercise, keep your stakeholders, including your staff on roll, vendors, distributors and suppliers in loop about the impending rebranding exercise. Communicating the rationale behind the rebranding and the message you want to convey through the process helps your business get around any reservations that these stakeholders may have about the process.

Execute

Once all the logistics related to rebranding have been worked out, the next step is the execution itself. It is a good idea to reach out to all your media partners well in advance. An embargo policy ensures that the news about your relaunch or rebranding does not get published before you officially launch. This is also important from a marketing perspective since your media announcements can then be aligned with your advertising campaigns announcing the rebranding. It is also important to quickly transition from your old branding to the new version. This includes replacing all your old marketing materials (including billboards, brochures, etc.) with new ones.

Rebranding is not cheap by any means and should be an option only when you are absolutely sure that your business needs it. However, under the right circumstances, rebranding can do wonders for your business. Have you rebranded recently? Share your experiences in the comments.

Article Contributed by Jane Bolto

As your business evolves it may become necessary to consider rebranding to ensure that it stays in line with the values it represents. And while rebranding can be fraught with obstacles, in the end, it could lead to more success and an increased customer base. Here are some of the things that you need to consider when rebranding your business.

Define Your Niche

There are many companies that fail during rebranding because they do not define their niche properly. This tends to happen when a business makes itself to look the same as every other company in the market. It is going to be difficult to gain customers if they cannot distinguish your company from its competitors. Therefore, it is important to be specific when rebranding your business.

Hire a Consultant

There are multiple complexities in rebranding a business and sometimes it can be nice to have the help of a seasoned professional. If you are unsure as to the steps that you should take in redefining your brand, getting advice from someone who has experience in rebranding can save you a lot of trouble down the road. At the very least, an opinion from an independent source will help prevent any bias during the rebranding process.

Don’t Overthink It

Many times, the most successful brands are those that do not overthink the aspects of rebranding. A logo may be used to symbolize the ideologies behind a brand, but this does not mean that there has to be some complex inner meaning to it. Instead, go at it with a more relaxed attitude, and the simplicity of the results may lead to a more successful rebranding.

Utilize Social Media

If a business is going to grow in the technology-based world we live today, it must utilize the power of social media. In doing this it is important to note the effect the rebranding will have on the social media presence of the business. When rebranding, it is important to remember that your logo might be attached to every post that is made, so you always want to make sure that it is simple enough to be easily shareable.

Check the Legal Aspects

The last thing you want to encounter when rebranding is legal issues. After all, it can cost a considerable amount of money to rebrand a business, and to add legal fees to the list of expenses might be too much to overcome. It is for this reason that it is imperative to make sure that the rebranding does not involve any trademarked material or slogans that have already been taken.

Keep Employees in the Know

The is no doubt that employees are vital for a business to function properly, and they too need to be privy to any details about the rebranding. This does not mean that they must know every detail and step of the rebranding phase, but they should be informed on the generalities. Not only with this prepare them for the change, it will also help to show them that they are valued.

In Summary

Whether your brand has hit a bump in the road and needs a fresh start, or you simply want to change the scope of your target market, rebranding is sometimes necessary. And while the rebranding process can be a bit nerve-racking, if you take the proper steps, you can help to ensure the that the transition is as seamless as possible. When rebranding, always consider the statement you are trying to make and be careful not to overthink it. Remember these tips and the rebranding of your business will be a success.

About the Author

With a background in Marketing, Jane Bolto currently works as a Content Specialist at Nybizdb.com. Always willing to share her passion for new marketing strategies.

Article Contributed by Dan Razak

Once your business becomes a brand, all your marketing efforts get much simpler. Instead hunting for attention, people start looking for your new products and even begin anticipating their release as soon as it gets announced. However, a new company has a long way to go from making its first branding steps to becoming a full-fledged brand. With this in mind, and without further ado, here are few tips to start making your business into a strong brand.

Take a Stand

They say that no publicity is bad publicity and although this attitude can be controversial, there is some truth to it. As long as this ‘bad’ publicity is related to some community-relevant topic and not your way of doing business, you are fine. You see, by being always politically correct you are bound to remain unnoticed, but by taking a stand, you are bound to evoke strong emotions in people in your surroundings. Sure, those criticizing will be loud and aggressive, but this can also inspire those who feel the same as you do to stand by your side. Like the great Winston Churchill once said: “You have enemies? Good. That means you’ve stood up for something, sometime in your life.”

Coming Up with a Great Name

Another thing you need to think about is the name of your company. Sure, picking something that sounds good and is currently unused is never easy, but it is something you will have to think about sooner or later. The reason why business name ideas carry so much weight is because they come to stand on your logo and every product you produce, therefore also becoming the name of your company. Furthermore, you should look if the same name can be used for your domain, as well. While you are at it (and if your funds allow it) it might also be worth your while to purchase few most common mispronunciations and misspellings of your company, just so you can ensure people looking for you can find you.

Local or Global Campaign

Well, this question in particular is something that mostly depends on your competition. You see, if you decide to start producing and distributing soft drinks, it would be absurd to assume that you can compete with giants like Coca Cola. In this case, it would be best for you to start with a smaller regional campaign and try to build up a loyal customer base founded on local-patriotism. On the other hand, if the industry is fairly new or growing, it’s free-for-all and you can try and make a name for yourself on a global level.

Brand Ambassadors

Finally, you need to find a way to turn your loyal customers into brand ambassadors. This is not as difficult as it sounds. Every person content with your products is bound to make a mention of it to at least some of their friends or relatives. In this way, your business gets a word of the mouth endorsement which is by far the most credible support you can receive. In other words, instead of paying influencers to use your product or service, you should make it so great that ordinary users feel the need to brag about it.

Conclusion

No matter how you do it, a real brand is not something you can just build overnight. It is all about making a strong relationship with your clients and this takes time. The key thing here is trust. When they decide to pay you for your services or product, they trust that your performance/quality will meet their expectations. By meeting these expectations, you have made the first move towards creating this bond. What you need to do next is strengthen it with the aid of some spot-on marketing and there you have it.

Dan Radak is a marketing professional with ten years of experience. He is a coauthor on several websites and regular contributor to BizzMark Blog. Currently, he is working with a number of companies in the field of digital marketing, closely collaborating with a couple of e-commerce companies.

There is a lot of talk in the world of marketing these days about branding. Most people have a concept of a brand, in fact, brands influence our day-to-day purchasing decisions in ways we don’t realize. When we reach for one box of detergent in an aisle filled with choices, it might be because of a commercial jingle or a witty ad. Just as often, customers buy a product not because of captivating advertising, but because they feel it represents their viewpoint or way of life.

Who Is Your Customer?

Many branding strategies begin with envisioning who the typical consumer of your product is. This could be based on past sales or the people you see coming into your stores or it could also include a concept of a target customer and a demographic you want to reach. Think about the age, gender, profession and the geographical region this prototypical customer lives. What does he or she like to do in their spare time? What are their goals and objectives? What do they value?

How a Brand Becomes a Movement

Envisioning the typical customer is a step many companies make when forming a marketing strategy, but beyond demographics and other interests are essential causes your customers believe in. When you can tie your brand to a particular cause that is discussed often in the media, like the environment or science education, you have tapped into a need for your product. As a consumer, you walk past a variety of things every day you want but don’t buy. However, if you feel you need it, you are more likely to buy it. If your brand is tied to things your customers feel passionate about, such as healthy eating, you may generate many more new customers.

The Key to a Lifestyle Brand

The healthy eating trend is an example of a phenomenon that has popularized a number of brands, such as Whole Foods and Hampton Creek. In a sense, food is not only lifestyle, but it is life, and it is an activity most people engage in at least three times a day. This means, of course, repeat sales if a company manages to create a lifestyle around a brand. Even before veganism became a major movement, Hampton Creek’s products appeared on the shelves of health food stores. The explosion in the number of people opting for dairy and egg-free foods was a boon to the brand, which symbolizes a lifestyle.

In addition to a number of high-profile celebrities who have announced that they are swearing off meat, dairy and eggs as the trend as it plays out on social media. Groups dedicated to veganism and healthy eating in general post Hampton creek recipes for favorites, such as chocolate chip cookies, dips and cakes that contain no animal products. Recipes are an effective way to promote a brand, because they are a necessity, reinforce the healthy eating lifestyle and encourage purchasing the actual products. In addition, sharing recipes is a favorite social media activity that garners many “likes” and shares on Facebook.

When Conflict Can Help a Brand

Many brands have suffered from bad press or litigation, and may require a substantial amount of public relations resuscitation to recapture their former glory. However, in some cases, conflict can be good for a brand, as it was with Hampton Creek. The company’s egg-free imitation mayonnaise product called Just Mayo graced the shelves, not just of health food stores, but big box retailers like Wal-Mart. Unilever filed a lawsuit against the company for referring to its product as “mayo” even though it contained no eggs.

Rather than hurting Hampton Creek, sales of its product tripled quickly, and the conflict was good for business. The reason why Hampton Creek thrived in the midst of controversy was that its brand represented something new and healthy, while its adversary Unilever was touting the “old fashioned” definition of mayonnaise.

Branding in the 1950s involved a lot of talking and telling the customer why they should want a product. In later decades, soft sell became the name of the game and representing the brand with a slogan or image. Nowadays, branding is about creating a lifestyle or representing a philosophy of life. If a customer feels that brand represents who they are, what they believe in and how they eat and live on a day-to-day basis, they will be loyal to the brand.