by Miriam Hara | Oct 26, 2023 | Advertising, Agency, Branding, Marketing
Brands that are setting themselves up for big wins are the ones bringing something new to the table, armed with their brand courage.
Breakthrough brands find themselves perched precariously at the precipices of greatness, poised to redefine leadership in their own segment, market and industry. It is very exhilarating, looking at all the possibilities and un-tapped potential. These are brands offering distinctive solutions, daring to challenge the status quo, and shattering the glass ceiling of mediocrity that shrouds the market, irrespective of category or industry. They’re standing out and aiming high, no matter what industry they’re in. But here’s the kicker – having a standout product is just step one.
So what comes next?
It’s about stepping up and leading with courage in every move. Imagine rolling out fresh, exciting ideas and initiatives that set a brand apart. It’s really about having the guts to not only blaze a trail, but to continuously stand out from the norm, day in and day out..with each and every step that is taken.
Just because brands aren’t breakthrough, doesn’t mean they need to check out their brand courage at the door – they’ve got to step up too! They need a brave approach in everything they do. Every ad, social media post, and campaign needs to go the extra mile to stand out among competitors. Brands constantly need to make noise and be seen!
Bravery in marketing isn’t a “nice-to-have”, it’s a necessity. And it doesn’t stop at having a top-notch product. What makes the difference is the willingness to explore, innovate, and keep things fresh.
Brands, whether breakthrough or within the norm, are being challenged to step out of the shadows of mediocrity and forge their identity. They must be brave enough to be different, to stand apart in a world cluttered with the noise of competitors. The courage to actively take the lead, to be seen apart, to challenge and redefine the tried and true – this is the core essence of being brave in marketing. All brands have an equal shot to make a mark. It’s about having the courage to be different and lead the pack.
Calculating the risk
Being brave is more than taking risks – it’s about making informed decisions and really getting the market and the audience. It’s about building lasting connections and telling stories that resonate with people and stick to them.
The brave brands are the ones that stick around in people’s minds. They’re trendsetters and leaders. In a world full of noise, they’re the ones people tune into to and remember! Every message sent out, be it an ad or a tweet, has to show that bravery. It’s about pushing limits and making a lasting impact. Time to own that spot in the market and shine!
Brands that dare to be brave are the ones that etch their names in the minds and hearts of consumers. They are the ones who redefine norms, set trends, and lead the market. Whether you’re a groundbreaking brand or a regular one, bravery in marketing is key.
So,let me ask you – Is your brand the one that turns heads and stays remembered? Please share your stories of courage here. I would love to hear them!
by Miriam Hara | Oct 20, 2023 | Advertising, Branding, Communications, Marketing
With over 40 years in marketing—and 35 of those at the creative core of 3H Communications—I’ve learned that while we often speak about brand positioning and essence, the “how” sometimes slips through the cracks. In the dynamic world of campaigns and boardroom brainstorms, it’s easy to fixate on what our brand should be and lose sight of how to genuinely bring it to life…. how to actually get there.
Branding Consistency: The Overlooked Pillar
Think about those iconic brands out there. They didn’t just happen overnight. They stayed true, they remained consistent. If there’s one thing I can drill down into from all these years, it’s this: branding thrives on consistency.I’ve got this analogy I love to use, one my team often rolls their eyes at (but they’ve come to love it, I swear). I call it the Bucket Principle.
Think of branding as a bucket. Every campaign, every tweet, every handshake is a drop in that bucket. The goal? Fill that bucket to the brim, till it spills over, becoming unmistakably yours.
But here’s what I’ve seen time and again: brands trying to fill more than one bucket at a time… even when budgets can’t support it! Maybe it’s the excitement of a new idea or the fear of missing out, but before their first bucket is full, they’re onto the next. And what happens? None of the buckets truly fill up. It’s like trying to tell a story with multiple versions at the same time —everyone gets a different take on the story!
One Voice, One Message
Every piece of marketing should resonate with a unified tone and message. It’s about consistently pouring into that one bucket, ensuring every effort amplifies the brand.
Looking back on all the rollercoaster highs and lows, this simple truth remains rock solid…consistency pays off. Whether you are a basement start up or a major corporate brand that is about to launch, those who understand the power of a single, consistent message will stand out and stand tall. They’ve steadily poured into their chosen bucket, ensuring their brand’s voice resonates distinctly.
Final Thought…
So, as you carve out your path in the ever clutter world of branding, always keep that singular bucket in mind. Remember why consistency matters. Resist the temptation to juggle too much, spreading yourself too thin, too soon. Stick with it, and slowly but surely, your brand will make its mark, etching its place in your audience’s minds
What I have come to appreciate is while the world of branding might change, the need for a consistent voice remains paramount. Embrace your story, and the world will lean in to listen.
by Miriam Hara | Jul 18, 2023 | Business Success, Communications, Content, Marketing, Social Media
Ah, social media – the double-edged sword of our time for individuals and brands alike! On the upside, it serves as a potent platform to engage audiences, enhance visibility, and cultivate loyalty. Yet, it also conceals a complex maze of potential hazards that can rapidly tarnish a brand’s reputation. Let’s dive into the ways social media can elevate or damage brands, and share some thoughts on navigating this ever-changing landscape effectively.
The Upside: Social Media’s Power to Elevate Brands
Unprecedented Visibility
Utilizing the power of social media, your brand now has the potential to reach and engage with your target audience in unprecedented ways. Share valuable, relevant, and engaging content to amplify your brand’s visibility, extend its reach, and attract new customers.
Building a Community
Social media creates a space for people to connect, share, and interact with brands and one another. Actively participating in these online communities, fostering meaningful relationships, and nurturing a loyal following can work wonders for your brand’s long-term success.
Real-Time Customer Service
Providing real-time customer service via social media allows brands to address concerns and resolve issues promptly. This proactive approach to customer care not only enhances your brand’s reputation but also demonstrates your commitment to customer satisfaction.
Influencer Collaborations
Partnering with influencers can help your brand tap into new audiences, boost credibility, and generate buzz. By aligning with the right influencers, your brand can leverage their existing followers and create a strong, authentic endorsement.
The Downside: The Perils of Social Media for Brands
Negative Publicity
A single negative news story, review, or incident can quickly spiral out of control on social media. If not addressed promptly and effectively, this negative publicity can leave a lasting impact on your brand’s reputation and how customers perceive it.
Inconsistent Messaging
In the fast-paced world of social media, it’s easy for brands to lose sight of their messaging. Inconsistent or off-brand content can dilute your brand identity, confuse your audience, and ultimately harm your brand’s image.
Crisis Management Gone Wrong
Crisis events can quickly intensify on social media, potentially putting your brand’s reputation at risk. Ineffective crisis management can lead to a loss of trust, credibility, and customer loyalty.
Ignoring Feedback
Failing to engage with or address customer feedback on social media can result in a damaged brand reputation. Brands need to actively listen and respond to feedback, showing their customers that their opinions matter.
To effectively harness the power of social media while sidestepping potential pitfalls, it’s imperative for brands to craft a robust and detailed strategy. Additionally, investing in captivating content, maintaining vigilant oversight of their online presence, and fostering active dialogue with audiences is key. By managing social media effectively, your brand can leverage its power to connect with customers, build loyalty, and drive growth. For a quick and easy reference, you can download our Social Media Understood ebook here.
I’d love to hear your thoughts or experiences on how social media can make or break brands. Please share your insights by leaving a comment below.
by Miriam Hara | May 26, 2023 | Agency, Branding, Communications, Marketing
In my 35-years at 3H, I’ve grown quite fond of an expression I use quite frequently in strategy sessions and yes, even in brainstorming sessions. The expression: – “we are talking to ourselves.” It’s an amusing acknowledgment of a trap we marketers often fall into. We’re so involved with our brand’s world that we sometimes forget our audience isn’t. This awareness has consistently guided my commitment to audience-centric marketing, reminding me to always consider the creative, communication, and positioning from the viewpoint of our target audience
The Impact of Self-Talk.
It creates an echo chamber, amplifying our own assumptions and drowning out the voice of our consumers. We believe that they’re as familiar with our brand as we are. The result? A communication gap. We’re talking, but not necessarily to our audience.
That’s what I refer to as the Self-Talk Syndrome. This self-talk results in a marketing echo chamber. We assume our consumers have the same brand intimacy as we do, creating a detrimental communication gap. We’re in conversation, but are our consumers truly part of it? Our clever taglines and plays on words or even how to express the need and use of our brand to consumers , so clear to us, may not resonate with those unfamiliar with our brand’s intimate details.
Remember this, our target markets, and by default, our consumers are not part of our internal dialogues. They see our brand quite differently from how we see it.
The Antidote to Self-Talk….Audience-centric Marketing!
So, what’s the solution? A perspective shift. We need to step outside our self-talk bubble and see through our consumers’ eyes. The goal isn’t brand familiarity, but effective, engaging communication.
Keep is simple. Keep it Clear.
The heart of audience-centric messaging is simplicity and clarity. It’s not about diluting our message, but making it more accessible – a counter to the complexity often bred in self-talk. Consumers care about benefits, value, and practicality – these should be the focus, not intricate product details.
Let’s Open Dialogue!
It’s also time to turn our self-talk into an open dialogue. Embrace feedback. Listening to our consumers lets us adapt our approach to align with their needs and expectations, ensuring that our self-talk doesn’t drown out their voices.
Bridge the gap.
Escaping the echo chamber of self-talk brings immense benefits. Clear, relatable messages. A bridge between brand and audience. An engaged consumer who appreciates our brand. By focusing on the audience, we foster stronger, deeper connections.
Break free from the cycle of self-talk and embrace audience-centric communication. Examine your marketing strategy. Is it a product of self-talk, or is it truly resonating with your audience?
Always keep in mind, the conversation we need to have isn’t with ourselves, but with our audience. It’s about making our brand not just known, but understood and valued. We don’t just want to talk – we want to engage, resonate, and build relationships. The most meaningful conversations are those we share with others, not the ones we have in our self-talk echo chamber. For that, let’s step out and tune into the frequency of our audience. Ready to sing along?
by Miriam Hara | Sep 30, 2014 | Branding, Latest
When is it time to tear down your brand foundation and build a new one? Maybe the question should be: Is it time to build a new brand foundation? With this challenging and opportunistic economy, the changes and turnover within a brand’s marketing team are increasingly in flux. Gone are days when brand owners would be around to nurse and cajole their brands for 5 years or more. This is a key shift in brand marketing.
Brand foundation is at the cornerstone of brand building.
It’s important to realize that just because there’s something new and exciting out there, or that you’re what’s new and exciting to the brand, it doesn’t mean that you need to make a clean sweep and tear down everything that was previously built.
Like a house, brand needs a good solid foundation to build upon. And, it doesn’t mean that once the concrete is poured, the work is done. All of us have seen good additions and facelifts to existing homes. And, all of us have also seen poor executions of the same. The difference is in the planning and the respect given to the original structure when upgrading.
Here is a list of what should be considered when assessing the need to change the brand foundation:
Change for the sake of “new” is generally costly for a brand.
Be sure that the change implemented is one that can carry the brand for more than a promotion, a cycle or a year.
Changing the playing field, but not the expectation is unfair to a brand.
Too often programs are set in place and then changed or cancelled, while the objectives originally set don’t get revisited. The result is an unfair assessment and evaluation of the current brand foundation and what it represents.
Timing is everything.
When building a brand foundation all the key elements must come together exactly when they need to come together. Brand advertising must be met with the brand product on shelf.
Allowing short term tactics to dictate your brand position is risky.
It’s a very competitive world out there. The need to get instant results shouldn’t override the need to build for the future. Price is never a brand builder on its own.
The building and growth of any brand foundation must be handled with care and due diligence. So be sure to take care of it!
