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| Fragile economies require extra effort to protect your brand. |
Written by Robyn T. Braley
Are you feeling the pressure of an uncertain world? Are you feeling that your brand is under attack by overwhelming forces?
This post is the second edition, offering simple branding ideas that will help you counter the machinations of Donald Trump and the economic impact of tariffs. Mix in uncertainty brought by the wars in Ukraine and Gaza, and threats from China, Iran, Russia, and North Korea.
It's the Real Thing
While the tone of this post is positive, the reality is
that for some organizations, the challenge ahead will be to survive. For
others, the future may be bleak because access to your customer base has been cut
off through the imposition of tariffs.
To be blunt, there are only so many things you can do
because what you face is beyond your control. That doesn't mean you surrender.
There are steps you can take to fight back against the odds.
Please read my previous post How To Find Certainty In Uncertain Times
I have found that energy creates energy. Just doing
something – anything - can provide the place to start. And just starting, can
build momentum on your path to growth. In other words, you begin climbing the
mountain by taking the first step.
In part 2, I've compiled a list of 78 Tools that you can use to strengthen your brand and sharpen your competitive edge. All are no or low cost. I've divided the topics into sections, making the tips easy to absorb.
If you choose only one idea to start with, you've
started your brand revitalization journey. Do that one thing and do it well.
Even the tiniest step can slowly build momentum. 'Big
Mo' coming through your door may take you in directions you didn't know were
there.
In my list are simple tips that could be 'Big Mo'
igniters for your organization.
Leaders Under Pressure
If you're a leader, you keep an eye on global events
and try to forecast their impact on you.
- Tariffs
- Political
turbulence
- Natural
disasters
- Wars
in faraway places
Brand Checkup
I haven't written a post specifically about branding
for a while. I've written about social media, public speaking, writing and
other branding skills, but there have been few recent articles about the core
of branding.
I went into my archives and found a post that remains
as relevant today as when it was written.
I pulled out key points. Read How is Your Brand Performing in Tough Times?
I also want to give a nod to Jay Ashton, Canada's
Restaurant Guy, for the idea of creating a list of easy things you can take to
build your brand. In his enews' Plated,' he recently listed 100 simple ideas
that anyone can use to improve their restaurant business. That inspired me!
Jay offers fresh thinking from the front lines of the
food industry's marketing. You
can sign up here for Plated.
Review Your Brand Basics
It's time to review and renew. Let's do a quick scan
review of your brand. Many of you are familiar with my definition of a brand.
'Your
brand is what others think it is.'
Nothing else matters. It doesn't matter what you think
it is. It's what your customers, suppliers, employees, and the community
believe it to be.
Digging deeper, a brand reflects the characteristics
that set your company apart from the competition. It makes a promise people can
believe in.
Your brand story answers these questions.
- Who
are you
- What
you're known for
- What
makes you different
- What
is the unique selling proposition that you deliver on
When you think about it, successful brands are built
around a central idea that offers both real and perceived value to customers. A
distinctive brand is your competitive advantage.
Your logo, corporate colour, slogan, design style,
voice, and other elements are the outer evidence of your inner brand essence.
They bring your brand to life by presenting an outward face that reflects its
inner meaning.
Building a brand involves doing the same thing in the
same way repeatedly. You want to be known for consistency and predictability,
as you consistently excel in both the small and big things, every time.
Grow Your Brand with These Simple Tips
In addition to my list items, I've included links to Brandit
Blogs that expand on the point being made. Answers to your questions may be
found there.
I’ve also included Sidebar stories about clients who used particular tools.
Action Items - Brand Basics
1. Why do you do what you do? Write down your vision in 50 words or fewer.
2. Write a one-page description of your brand. A brand must have meaning. What does yours mean?
3. Write a brand promise that describes your company's commitment to the value, quality, and brand experience your customers can expect every time they interact with your products or services.
4. Write a summary of your brand promise. Give it authority by signing it as the President or Owner.
5. Mount it, frame it, and display it in prominent, high-traffic areas where it will be visible in your workplace, on your website, and on social media.
6. Audit your visual brand package, like your logo, company colours, and other elements. Do they align with your brand promise? Are they as relevant today as when you founded your business?
7. This may not be the time for a complete rebrand, but auditing your brand elements will help you identify strengths and weaknesses. Read Powerful Logos Connect at an Emotional Level!
Side Bar – The Colour Orange
A client started an equipment rental company from scratch. The only truck he could afford was a used one that was orange. By default, orange became his corporate colours. He eventually had a fleet of trucks, signature products, promotional items, signage, and a large new building that were all orange. That was awkward when a political party that he didn't support came to power, driven by … wait for it … the colour orange!Brand Book
10. Create a brand book. It should be no more than 4 - 5 pages.
11. Include the signed brand promise as the guide for all interactions.
12. Outline service expectations, sales standards, and codes of conduct for management, frontline, and support employees. Keep it short.
13. Create a glossary specific to your brand. Include product names, services, phrases, or terms you use to describe things, every time.
14. Write a company Elevator Speech that is concise and clear.
Please Read How to Write an Elevator Speech
15. For managers, include a page showing how your logo, slogan, and corporate colours are to be used.
Equip Your Sales Team
16. Write a half-page profile of your key customers. What sets them apart? Why do they do business with you?
17. Where can you find others like them? Online directories, referrals, and driving around industrial areas.
18. Adopt a sales strategy, such as Counsellor Selling, to be used by your sales team.
Please
Read
How to Sell Even When You Think You Can't
19. Create a master client list with contact information, what they do, and what they buy from you. Several free Customer Relationship Management (CRM) software options are available online.
20. Establish a schedule for contacting each client to check in and see how they're doing. That builds relationships. Only 'sell' if they bring it up.
21. Make regular sales-specific calls. Always have a reason. If you don't, your competition will.
Sidebar - Prospecting 101
When my daughters were learning to drive, I would take
them into industrial areas. As they practiced driving, I recorded the names of
prospective clients from signage that typically included a phone number and
website address, which provided contact names. I also noted the unique characteristics of their marshalling yard, which helped me understand what they did.
First Customer Contact
22. Write a script for a receptionist's phone call greeting.
23. First impressions matter. Establish a one-minute rule for a first contact with customers in your showroom, warehouse, or lobby.
24. Institute a 'grin and greet' policy. Each new or existing customer receives a smile and a greeting from all employees. Including names is always good.
Side Bar – Wait Times
Have you entered a restaurant only to find a long
lineup? You waited and waited as the hostesses seated those at the head of the
line. Many patrons grew impatient and left. A quick hello, smile, eye contact,
and an explanation of the expected wait time were all they needed.
Online Presence
25. Visitors tend to stay on a site for 3 seconds, then leave if they're not engaged. That's why engaging photos, text, and grammar matter. Every element must be there for a reason.
26. If you don't have an in-house online expert, consider hiring a consultant as needed and even put them on a retainer.
27. Learn the basics of Search Engine Optimization (SEO). Focus on the basics and avoid getting lost in the details.
28. Write for an online audience. Simple but effective tips engage online audiences.
Please Read Master the Art of Writing for an Online Audience
29. Link everything to everything.
30. Create a policy guide for your social media team.
31. Launch social media sites that match where your customers spend their online time. Start with Facebook, Instagram, YouTube, X, and LinkedIn.
32. Each profile must include a headshot (or logo), a masthead image, and a two- to three-sentence bio. Remember, 3 seconds!
33. Update your LinkedIn account. Ask your management team to keep theirs up to date as well. LinkedIn offers excellent video tutorials to guide you through the process and explain the reasoning behind it.
Please Read Why LinkedIn is a Must for Building Your Personal Brand
34. Create a Google Business Profile. It's free.
35. A scuzzy website will make a bad impression. Prioritize keeping it up to date and in good working condition. A small, cheaper website that makes a positive impression is better than a large, expensive one that has outdated information and broken links.
36. Create a branded template for emails. Customers should immediately recognize the company from which an email has been sent before reading the message.
37. Start an enews program. Publish regularly with news about your products, services, staff, or industry. Services like Mailchimp, Constant Contact, or Campaigner offer free options and attractive templates that can be adapted to your brand.
Sidebar – Online Chaos
I recently did a search about a consultant I had heard
good things about. His social media sites were neglected and incomplete, and
his website had incomplete pages and functions that didn't work. His online
image did not match the glowing recommendation I had received from a colleague.
Photos and Videos
38. Photos and videos are the engines that drive online marketing.
39. Designate a talented employee to take photos and videos.
40. Select a photo-ready spot in a low-traffic location. A brick or neutral wall makes a good background for staff headshots.
41. Create a photo guide with format (horizontal), styles, angles and lighting guide.
42. Headshots are the rule unless there are action shots of people doing things. Ten photos of people grinning at the camera quickly become stale.
43. Shoot an in-house video reel. All you need is a phone, simple lighting, a mic and editing software. Keep videos to 2 mins or shorter.
44. Start a YouTube Channel. Upload a monthly video complete with descriptions and search tags. Google owns YouTube and is a powerful search engine. Videos don't have to be masterpieces to rank.
45. Produce quick videos using still photos.
Sidebar – Stone Cold Photo
I worked with a stone and marble fabricator. They imported slabs of raw product from around the world. Each was different, each had a unique and natural pattern that you can never duplicate.
We painted a backdrop on a wall and lit it with
inexpensive photo lights. A crane operator brought each slab into their
warehouse, photographed it and uploaded the image to an accessible site. They
sent a newsletter to customers with a link to the photos announcing the latest
arrivals.
Building Team Loyalty
46. It starts with the job offer. Write employment ads using your brand voice. Keep it light and inviting.
47. Structure interviews around your brand values.
48. Install a "wow board." Rotate employee photos. Smiles. Names. Roles.
49. Each month, highlight an employee's accomplishment. It doesn't have to be work-related.
50. Surprise your team with pizza, donuts, a corn feed, ice cream drops, or other treats.
51. Celebrate tenure. Give pins at 5, 10, and beyond months. Take photos for the WOW wall.
52. Create a reward program for staff who refer sales prospect names, potential employees, or fresh ideas.
53. Create seasonal rituals, such as summer barbecues or Christmas and other holiday celebrations. Nothing says bonding like a potluck dinner.
Sidebar - Christmas Dinner
One of my clients owned a manufacturing plant. The work was hot, dirty and dusty and required a special kind of worker.
Each year, he hosted a formal Christmas banquet at a hotel. Employees dressed in they're finest and brought their families. He bought valuable prizes for draws and had a jolly Santa (one of the guys from the back) give toys to the kids. People saw each other—and him—through different eyes.
Customer Service
56. Respond to every online review within 24 hours. Be warm and specific, even if the comment is nasty.
57. Return calls or answer email inquiries within 24 hours
58. Standardize company uniform rules. Crisp. Clean. Branded.
59. Send a handwritten thank-you note with first-time orders.
60. Place a small sticker with your name, logo, and phone number in a visible place. The next time they need something fixed, they know who to call.
Sidebar - Dirty Kitchens
A wise person once observed that you should never eat in a restaurant with a ragged, squeaky, or dirty front door. It begs the question, if they've missed these details, what have they missed in the kitchen?
Public Relations
62. Word of mouth (WOM) advertising is a powerful marketing tool. Delighting customers is the best way to trigger this.
63. Reach out to neighbouring businesses. Invite owners and managers to a semi-annual Friday afternoon coffee time. Discover how you can support and help one another.
64. Sponsor a youth sports team. Schedule a surprise party with kid-friendly treats once a year. Invite a local sports star to speak. When you are kind to their children, parents and the community notice.
65. Audit outdoor signage. Is it visible? Is it clear what you do? Does it list hours of operation?
66. Send a news release to local media to introduce new products, people, or events, such as the one above. Also, post them on your website and social media sites. They will come up in online searches about your company.
Please Read How to Write a Media Release, Part 1
67. Offer to speak about what you do at local service clubs or schools.
68. Offer specials or create events tied to community events.
69. Freshen up your main entry door and lobby. Hire a mat service to make sure the first impression is a good one.
70. Make it a rule that public bathrooms must be clean and well-maintained, with a pleasant scent. Place your framed brand promise on a wall.
71. If you have an accessible boardroom, consider making it available occasionally to not-for-profit organizations for committee meetings. Provide coffee and snacks.
Sidebar – Death Becomes Them
The congregation of a church in a small town was
inward-looking. They didn't grow for decades.
That changed when the board hired a young pastor who
brought an outward focus. After overcoming resistance from old-timers who
reminded him the church had never done it that way before, he opened the
building to community weddings, funerals, and other events.
Guests were impressed by the inviting interior and the
warm treatment they received from the staff. The community's attitude towards
the church changed. Surprisingly – or not surprisingly – the church
congregation began to grow.
Survey – What Should You Know that You
Don't
72. I have conducted many qualitative surveys on behalf of large and small organizations. Some required nationwide interviews, while others were regional or local calls. With each survey, we received valuable information.
73. Do not use a survey program (like Survey Monkey) or send your questions in an email. Making it personal allows you to drill down on their answers. You'll get better information.
74. Identify five things about your organization that you have questions about.
75. Craft 3-5 questions to ask key stakeholders. Select 5 customers, 5 staff members, and five suppliers.
76. Approach them informally to ask the questions. Surveys work best when they are casual and conversational.
77. Eliminate, add, enhance, or make changes to what needs to be changed.
Sidebar - Just Ask Them
A client considered purchasing a million-dollar laser
cutter. That is a significant amount of money, and they were unsure of what to
do. They commissioned us to survey 30 of their customers and 30 cold call
contacts from a directory. The survey showed there wasn't enough work to
justify the expense of a laser cutter. However, they gained new customers from
the cold call list.
Bonus Tip
- Don't cheap out on your business card. Use thick paper.
- Never let it become cluttered.
- Name and title
- Contact info
- Logo
- A short phrase explaining what you do
- Use a Canva template using your company colors.
Sidebar Bonus –
The Importance of Receptionists
I had to include
this. A client was forced to downsize. He decided that he could start with his
receptionist, as the phone could be answered by the boys in the back. The
experiments lasted about two months. When customers began complaining about missed
calls, dropped calls, long wait times, and odd call handling, he rehired his
receptionist. He found that, while the boys in the back were very good at
operating sophisticated machines, they weren’t very good at answering the
phone.
The End
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