by Miriam Hara | Sep 24, 2012 | Advertising, Business Success, Creative, Design
Just how expensive is do it yourself marketing? In an age where technology has everything accessible to pretty much everyone the question begs to be asked… is this smart or not… and how costly is it? Today business owners can create their own logos, tagline statements, ads and websites all on their own. But like everything else in life, you have ask yourself… just because you can… should you? Just like speaking English doesn’t necessarily make you a writer, knowing software such as Photoshop or InDesign doesn’t make you a designer and understanding your market doesn’t make you a “creative thinker”.
Many businesses, B2B, B2C, retail or service proudly give out their business cards or show off their website with “I did it myself” attitude. This always surprises me. Businesses who hire carpenters, electricians or decorators to do up their offices, or even pay extra in rent to be at the right location, will skimp on designing a proper logo, establish a proper tagline and develop a proper site. What is it about the creative part of the Marketing field that makes business people think that it’s just an optional expense when establishing a business? What’s the point of having a website if it isn’t user friendly or it isn’t optimized for user experience so when people actually get to your site they get to access the information that they require effortlessly? How about the copy – if your site isn’t written properly for your target, and more importantly, if the copy written doesn’t take into account keywords for ranking optimization what’s the point of having the site up anyway? Isn’t the whole purpose of having a website to inform and get found on Google in order to call or come to your store?
I once went to a spa that charged me $175 for a 1 hour massage and then gave me a brochure with all their services. The brochure was a mess! Not only was it poorly designed, but it was riddled with typos… words were cut off and even the folding of the brochure was uneven. I felt that charging that much for a massage, the least that the spa should have done is offer their customers a brochure that has the same “upscale” feeling as their pricing! It left me with the feeling that they didn’t want to go that extra mile to sell me… to convince me that they were worth those extra dollars. In this case, good enough just wasn’t.
Most people wouldn’t even consider doing major repairs or transformations to their homes. I too can swing a hammer… most times I even hit the nail. And sawing a 2×4 piece of wood shouldn’t be too complicated, at least I don’t think so… just don’t ask me to saw a right angle! I’ll get it just about right, but not quite. Ask yourself this – if every time you walk into the kitchen and see the work that you did yourself, that isn’t just so… can you live with it?
Contrary to home improvements, the creative part of Business Marketing isn’t something that you can or should ‘live with’. First of all, it isn’t just you living with it… it’s your potential clients and customers that will be subject to it. Designers, writers, and professional marketers don’t just know how to use the tools… they know how to think marketing… they know strategy and market assessment. They do their homework for your business, looking at the competition, evaluating the market, understanding your business. Each of these professional designations (writer, marketer or designer) think in a process to determine the best way to market your business or brand, visually and cohesively… dare I say strategically?
I do understand that designing a logo, developing a tagline and creating a website can get expensive and ultimately it is an expense. But ask yourself how expensive is it to get it all wrong? To ruin your business’ first impression? Or not have the desired result from your website? Before you throw your hands up in the air and tell designers and writers how expensive they are, think of how expensive it would be not to have your business seen in the best light possible, or be found? Sometimes $1 spent poorly is a lot more costly then $1000 spent wisely.
by Miriam Hara | Sep 18, 2012 | Business Success
With every generation comes a Corporate Culture evolution. As technology facilitates logistics and streamlines work processes, so too must corporate culture evolve. Every generation brings its own brand of innovation to culture. But Corporate Culture is not a one-way street. As corporations strive to accommodate the changing dynamics of the workforce, the workforce must step up to the plate and perform to deliver on productivity and profitability.
I recently read an article citing that work culture was an important element in the decision-making process of Millennials to accept a job. In the ‘it’s all about me’ generation, work places and environments have been bending backwards trying to retrofit their current work culture into one that will speak to the Millennials. Before going any further, the precise definition of Millennials is the generation between the ages of 18-34. The entire article centered on the employees’ needs and “what’s in it for them”. Not once within the article was any reference made to the employer, to the current work culture or to the needs of the organization. That really surprised me.
The concept of organizations modifying corporate culture and work models is nothing new. Okay, be forewarned as I am going to be dating myself – thirty years ago when my generation was interviewing for jobs, we too had our own ideas and it often was very different from the work place culture that we were trying to break into. I remember when everyone in management had to wear suits and women couldn’t wear dresses without pantyhose! More relevant to today’s corporate make-up was the fact that there were very few women in upper management! I was just entry-level at the time, but I do remember. Listen up Generation Millennial – the “jeans on Friday” routine and the current “business casual” came from the evolution of the tail end Boomers and X generation. What the Millennial generation wants is to make its mark on the evolution of Corporate Culture, and that’s no different from what any of us wanted – we who are now at the maturing stages of our careers.
Having run an organization for over 20 years, I have come to realization that any solid business relationship, whether it’s client relationship or employee-employer relationship, is very much a two-way street. The fit has to be there for both parties. Any organization that places ads for people understands that its work environment is the biggest challenge it faces in finding that right person. The culture at work is a big part of developing job definitions and defining employee success and achievement models. At the risk of sounding self-promoting, 3H has a very distinct culture and a solid work ethic. We always state at the get go that we are hard working – Slackers need not apply. At 3H, we pride ourselves as being mentors for the younger members of our team. We take the responsibility of assisting in shaping the work ethics and skills, which will carry these younger team members in their future, very seriously. Our culture is one of high energy, attention to detail, speed, creativity and ownership. 3H prides itself in the development of its people’s creative mind agility and broadening their scope and horizons within the marketing creative field.
So… am I right, or am I wrong? Call to organizations… I’d like to hear your thoughts!
by Miriam Hara | Aug 15, 2012 | Advertising, Branding, Business Success, Interactive, Social Media
Centre yourself, greet the new day and open to the vision: we will remain open, move with the times, bend and balance. When the agency and the Brand intention are in sync, harmony will follow. Branding for the 21st century.
As we move more deeply into the 21st century and are faced with new technologies and emerging channels. Agencies need to be holistic in our approach towards Brand; remaining fully present, clearly defining and reaffirming the brands with which we are entrusted. The marketing, advertising, communications and promotions that result will be a smooth flowing process of actions that continuously evolve a Brand, not simply one effort with one static result.
Our goal is a journey toward Brand strength. We will stretch ourselves toward greater awareness, not only of the Brand, but the Brand in all its manifestations and emanations. Succinctly, agencies will provide nourishment to all the energies of the Brand. Yes, it will still be about communication flow, but it’s really going to be about tapping into the Brand ‘chakras’.
Once upon a time agencies could push a brand message out and inform consumers “what’s in it for them”, but more and more, consumers will expect to be part of the conversation, to exercise influence and demand respect of their views and opinions. The Brand will need to be a personality; building relationships, engaging and offering information, giving with no expectation of immediate returns. Agencies that acknowledge this new energy will integrate it to enrich the process of branding. This isn’t altruism, the Brand’s message still continues to be “all about me” for sure… but the approach, style and mix of communication channels will reflect the changing media and technology environment. We need remain open, move with the times, bend and balance.
Today’s, and most definitely tomorrow’s, successful branding initiatives will be based on the understanding that nothing exists alone – everything is inter-dependent. Sounds very yoga-ish, doesn’t it? The Agency will recognize the values and distinctiveness of communities and understand subtle differences in personas for Brands to flourish. The Agency that identifies and acknowledges the core energies and relationships of a brand will enable that brand to speak authentically. By applying vision, discipline, reflection and focus the Brand will be rewarded with influence and awareness.
Agencies will still need to be very connected to the Brand to be responsive… to develop and maintain Brand personality, with fluidity and spontaneity.
The healthy Agency/Brand Client relationship will require acknowledging the need to work together in respectful harmony in order for the Brand Voice to resonate.
With the emergence of new channels such as social media, mobile apps and immersive marketing, Agencies will grow, progress and embrace the new without forgetting the old. Time for awakening the senses! We must lead our Brand Client to meet the challenge with thoughtfulness and clear understanding. Classic media channels will need and should remain as part of the communications mix in order to maintain balance and build strength.
The path to brand enlightenment can be a smooth one, here’s our asana for success…
Holding the correct posture is as important in branding as it is in yoga. In Branding it’s called positioning. It’s about establishing a recognizable image and voice in the appropriate markets, creating a Brand that serves its communities’ purposes gracefully and well. The correct posture and clear thinking go hand in hand in creating a successful Brand.
Develop the Brand mantra (USP). The mantra propels Brand’s equity, assesses the current Brand relevance and projects future needs. Brand intention requires focus on the strategic direction and remaining mindful and aligned to it at all times in order to build a genuine Brand philosophy.
Set an intention (objective). As in Yoga, progressing towards change is only achieved with a deeper understanding and maturity. Know your process and communicate it to the Brand Client so that all involved take part in achieving the intention.
Once an intention is set, it generates its own life force. It becomes the vital energy (strategic plan) of the Brand identity and it must be nourished and enhanced. The energy is all about creating momentum, buzz and awareness. The way in which Brand approaches this life force in the 21st has evolved to give back, to inform, to sustain, and to be mindful.
Every Brand has karma (results). The Brand mantra must own whatever image or philosophy it projects out onto the universe, as this will ultimately remain attached to it. Missteps come back to haunt the future.
The Brand persona must be authentic, truthful, and appropriate to its intention and market community. Communities, friends, fans… and yes, ultimately consumers, immediately pick up on anything that seems insincere Truth leads to connection and that leads to success. In short, a Brand philosophy that is balanced and dedicated is set to achieve perfect alignment.
Honouring the tradition, remaining open to the present and embracing the possibilities are basic to the practice of marketing. Respecting the traditional skills of our profession and calling on them where appropriate just makes sense. Being completely au fait with social network and digital tools of all kinds is essential, as is being mindful that not all that is new or trendy is worthy of our investment. Offering the best possible solutions while embracing innovative thinking will continue to clear the path for Brand relevance for years to come.
Branding successfully is a journey that will not only provide greater understanding and awareness of Brand, it will also foster a deeper understanding of the communities in which it speaks to. Our intentions should be realistic and useful without eliminating the potential for the remarkable. Ultimately, it will not be about winning awards, it will be about successful Branding. That’s not a limitation, that’s not unforeseen – that’s clarity.
How do you feel about this approach to branding? We’d love to hear your thoughts on this, so join the conversation!
This post was co-authored by Heather Moore.
Heather is the art director at 3H Communications Inc. with over 30 years of experience in Canada and overseas. Heather has a refined visual sense, an eye for detail and a way with words. With a wealth of experience as a packaging designer, Heather has a reverent respect for brand. She is dedicated to team-work, focused on crafting the perfect concept and meeting client requirements and a proponent of our own exacting standards.
by Miriam Hara | Jul 3, 2012 | Advertising, Branding, Business Success, Social Media
Brand, like fine wine, is described as having character, essence, personality or persona. Well there’s a new adjective in Marketing Vocabulary in terms of describing a Brand. It’s called Brand Voice. With the explosion of Social Media, Engagement Brand not only has to have a “personality” it must also have a Voice. In the frenzy of not being left out and joining the social conversation, many Brands have quite literally “jumped” in the social arena. So is any voice better than no voice at all?
Marketers Beware! Pioneering the great frontier of social media does not mean leaving brand principles behind. Au contraire… Brand Voice does not negate Brand Position (PDF). No not at all. Brand Position: what sets Brand apart from the myriad of all the other “me toos” out there, has never been more important and more relevant in establishing Brand Voice and setting course to top of mind awareness and market consideration.
There are true and tried methods in establishing Brand Voice, regardless of its “newness”. Make sure that before you embark on this exciting social media journey, you’re equipped to handle the good, the bad and the phenomenal!
Here’s a quick checklist in achieving that.
1) Your Brand’s Position: Yes, it’s a motherhood statement, however, nothing replaces a solid positioning, even on Facebook or Twitter. Regardless of the ever-changing communications dynamic, suffice to say, without a clear positioning, there is little point in proceeding to obtain a brand voice.
2) Single Focused Mindedness: Let’s not be all things to all people. Have a clear understanding of the Brand’s Position; Brand’s Vision and Brand Culture is key in maintaining a voice that speaks in the same way, all the time. No matter if you tweet 5 times a day, write status reports, guest blog or engage in discussions, what you say needs to be different and the same.
3) Determine your Objectives and Strategy: Really, what Marketing initiative can be called marketing without them? A Brand needs to have a Social Media Strategy. Before you start, define what is your vision of success? Who do you want to have follow you? How are you going to achieve that? What are the timeline measurement points?
4) Guidelines for Speaking to Your Target… consistently: Marketers have always been clear in evaluating Character and Style against print ads, TV or Radio ads and their packaging. Social Engagement and Brand Voice are no different. The need for a consistent voice with a consistent approach style and message is key. And lets not forget Tone. It’s important to set the tone for all Brand communications. Like everything else that makes a good Brand into a great Brand… Consistency is King.
5) Establish an Editorial Calendar: Brand Voice is about engagement and even entertainment. It’s much more complex in doing so than a 30 second commercial. Brand now has to make friends and have people follow. It has to resonate with its core following and contribute to the conversation with meaningful content. It must allow for a loss of control in order to gain it. It’s a dynamic approach to Brand Marketing. It is fantastic, exhilarating and the best thing for brand since broadcast ads hit the airway. Brand who dialogue with their followers (no, not customers) are in a place where they can play the role of influencing behaviour like never before. Brands need to understand how to engage without selling. It has to deliver in less than 150 characters its positioning, its reason and its promise.
6) Be Authentic: Deliver on Brand Promise. Deliver on Brand Character. Deliver on Brand Experience. Listen and respond. Speak and engage. Needless to say a Brand that is not authentic has really no hope in achieving excellence in any Marketing channel. Brand must always deliver.
Brand Voice is an increasingly important element of the total Brand Experience. As such, the Social Media channel has taken its rightful place along side print, broadcast and digital media in the strategy to market Brand holistically, effectively… and successfully. How vocal is your brand?
by Miriam Hara | May 29, 2012 | Branding, Business Success, Interactive, Social Media
With mobile technology and the rapid integration of Social Media the world is speeding… no longer respecting any speed limit! In a blink of an eye the business landscape changes and many businesses are at a loss of what comes next. All business types are affected however it seems that B2B businesses are more at a loss of what solutions to employ. In a world that is speaking to each other 24/7, the lines are increasingly blurry on what is a B2B or a B2C strategy. It has been my experience that the strategies employed for B2B or B2C were always similar. It was the employment of tactics and the weight of each of those tactics that differed. In today’s environment I would say the tactics are now the same. Social Media and technology has allowed for niche marketing at a whole no new level.
Business resistant change is the symptom of change resistant individuals. Unfortunately or fortunately, a business in today’s world hinges on its ability to adapt, change and adopt new channels of communications. The market conditions have shifted and many who hold key roles in the B2B arena have no idea how the game is being played and what is the picture of success. So what to do?
1) Determine your objective. What will be your “picture of success”? How else will you measure?
2) Implement a strategy… one with a 360° degree viewpoint. Not one that does away with all traditional (classic) tactics just because everyone saying that print and direct mail are dead… but one that introduces some of the properties of social media: LinkedIn, Facebook, Pinterest, Mobile Apps, Blogging, Twitter, etc… The key word is some and not all…. there needs to be a good assessment of what will work for your business and what won’t.
3) Assess your web site. No longer is it enough to just have a brochure type of site. Your site needs to reflect your business’ social conscious and ability. You can’t create any sort of social metric if your site doesn’t support the initiatives. Remember, your strategy must be holistic.
4) Implement a 15-month plan with built in schedule measurement reports allowing for the possibility of changing, adding or modifying the existing creative properties to ensure success. Feedback is important for resonance. You need your marketing plan to reflect your audience as intimately as possible. The beauty of these new channels is the ability to adapt… to change… quickly!
5) This may sound like a Marketing 101, but here goes…. don’t do it yourself or in-house. You’re in the business of your business. You can’t assume to know everything, that is why community reach out, tests, surveys and all those old marketing tricks are important not only for accuracy, but for the growth of your strategy and a leg up on your competition. The business of branding, advertising and social media is a profession. At the risk of sounding like a rant: Just because you speak and write English, that doesn’t make you a writer… and just because you have a Facebook Page or a LinkedIn page, doesn’t make you a social media expert. Contact a Marketing Advertising agency and leave it to them to make your business shine. Your business will be their priority as opposed to fitting it in.
For any type of business an environment of much talk that “it” doesn’t own can be pretty scary. One of my Marketing Understood biz-ims (#23) is “Get bent!”… Yes! Flexibility is a must! There’s no use burying your head in the sand. That won’t help your business. At the speed of business and of life you need to get a handle (twitter) and a pulse (social engagement) before your target stops you or pulls your business over for not keeping your business up to speed.
