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Posts from the ‘Branding’ Category

Jan 9

Creating conversions with your content

Driving traffic to your storefront or website is one thing, but getting those prospects to become paying customers is another. How many times have you stuffed items into your shopping cart, but then walked away before hitting the “Order” button? What converts a prospective customer into a sale? A good part of capturing that transaction comes down to trust. Have you established it with your customers?

How do you build trust? Every detail on your site and every level of contact you make should reinforce that trust with your customers. Of course, foremost you need to deliver on your brand promise.  If your product erases lines and wrinkles within 14 days, you should back that up. But there are other ways to build trust as well. Be sure to include product reviews and testimonials on your website. Word-of-mouth referrals are the primary factor behind 20% to 50% of all purchasing decisions according to a recent article by McKinsey Quarterly. When consumers are buying a product for the first time, they especially tend to seek out more opinions and do more research.

Building trust can also be as simple as including your contact information, photographs of yourself and your storefront, a short company history, as well as seals of secure purchasing technology services such as VeriSign. Ongoing communications with your customers can also help build their loyalty. I like newsletters, either printed or delivered via email, to stay in contact with customers. These have the added benefit of establishing you as an expert in your field by providing relevant content.

In all communications, it’s important to be yourself and be honest. If you’ve received a negative review, address it and show your concern for the customer’s experience. With each interaction, you have an opportunity to build a relationship and, ultimately, trust.

Oct 7

Have some fun with your “About” page.

I read an interesting approach by Seth Godin to the “About” sections of websites. This section of the site is usually a grab bag of information, with bland descriptions of the company’s mission, business philosophy and contacts. Once the page has been written, why revisit it except to update phone numbers or new staff information? That approach misses a smart opportunity to express the personality of your organization and connect with your audience. As Seth Godin explains, be human. Tell a story — one that resonates with your readers. Videos provide a compelling way to do this, whether they capture the good work you do in the community or simply offer up a more personal introduction.

TOMS Shoes has one of my favorite About sections on their site. The page is named “Our Movement” and it inspires and connects through video, photos and compelling copy. Social media links are worked throughout the page, encouraging readers to get involved in the movement. The section isn’t a dead end, but thoroughly connected to other parts of the organization and their blogs.

I’m still waiting for Trader Joe’s to arrive in Austin. This “neighborhood grocery store” has grown much the same way as Whole Foods, but they’ve kept their quirky character and sense of humor. It shows in their About Us section, which shares a brief history of their roots, useful customer updates, humorous FAQs and very easy to find contacts and feedback forms.

Testimonials can add immediate credibility (assuming they are true). I like using them throughout the site, reminding your audience why they are in good hands  when they do business with you. Other useful guidelines — invest in good photography. Stock photos can be an easy, affordable way to improve your marketing materials, but avoid them on your About page. Instead, use authentic, quality photography to introduce your team, show off your personality and put your business in its best light. And those older, embarrassing photos have a use — they can be a great way to liven up a company history or timeline.

While the About page can seem like the junk draw in your home, be careful not to use it as a catch-all for information that doesn’t quite fit elsewhere on the site. Give it some attention to keep the page fresh, interesting and full of personality.

May 13

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Tips for naming your business

Is there a science to creating a great business name? Wordlab’s Business Name Generator randomly combines words into more than seven million possible outcomes, but then you may end up with a business called Frizzle or Green Meatspace Works. I suppose PigHappy could be ideal depending on your business model, but considering that a business name should usually describe what you actually do, the name generator probably isn’t your best approach.

There are methods to creating a great business name. A certain amount of creativity is also needed to arrive at something truly memorable. It’s good to sit down and capture every idea, because you never know what you may be able to build from or what will inspire you. You can look through books and go online for ideas. But keep in mind your brand and the person that is buying your product or service. What type of image do you want to project? Are you trying to convey trust, adventure, comfort, experience, convenience or other qualities? What will resonate most with your customers? Keeping that in mind, here are some good guidelines to follow when creating a name that will stick. While you’re name likely won’t reflect all of these criteria, I find these are useful to stay true to brand.

1) It’s easy to remember, easy to spell and easy to pronounce. Crate & Barrel and Target are much more memorable and easier to spell on a Google search than Ligne Roset Boutique.

2) It doesn’t require an explanation of its meaning. The pharmaceutical companies may prefer vagueness, but names like Syrgis and Sirtris could also be the latest Toyota car model. Sometimes if you get too clever, people just don’t get it and give up.

3) It describes your business. Lush could be a cosmetics boutique or a wine bar. Would you know that AimClear was an SEO Internet marketing firm? Your name will appear on signage, online and in advertising, so it’s a good idea to use that valuable space to remind people what it is that you sell.

4) It describes the benefit. What does the consumer get out of this relationship? Comfort Inn.  Bliss MedSpa. Or my all-time favorite, ToyJoy.

5) It describes your unique difference in the marketplace. What is the spark that will be noticed by your customers? Look at your competition and determine your top three strengths that set you apart. Perhaps it’s service, cost, prestige, trust, skill, quality or a unique experience. Can you translate these into your name? Meridian Plastic Surgery Center conveys reaching one’s pinnacle in health and vigor, an excellent quality when looking for a surgeon.

6) It isn’t limited it by geography. Think big! If your business expands, you won’t want a name that limits you to a certain area or that implies you only serve a certain region. Also, if you’re planning to expand in a multilingual area, make sure your name translates well into other languages and doesn’t have any negative connotations.

Mar 3

What’s in it for me?

Given the choice, would you rather buy a new air conditioning unit with a high SEER rating or one that saved you 15-25% on your utility bills each month? Actually you don’t have to choose. You’ll get both with the higher SEER rating, but you’re probably more likely to opt for this model if you know it will save you money each month.

While some consumers are willing to pay a premium for green products because they place a priority on good health or leaving a small ecological footprint, the majority of green buyers are still motivated mainly by saving money. Green spending is on the rise and is quickly becoming mainstream, despite the economy. According to the Shelton Group’s Eco Pulse 2009 Report, 60% of American consumers  say they are seeking out green products. But they are also confused about what is green. And who can blame them, when everywhere you turn you see the words “organic,” “eco-friendly” and “energy efficient” slapped onto products from fluorescents to fluoride.

That’s just the start. Your all-natural, custom koozies are also competing with “recyclable,” “renewable” and “locally grown” alternatives. But while people may realize that it’s important to reduce their energy consumption and be kinder to the environment, this isn’t the driving force behind most green purchasing decisions. It still usually comes down to what’s in it for me. And that is cost and personal health.

This is evident, too, in types of green purchases. According to the Eco Pulse Report, the #1 product category that people are searching for in greener products is home cleaning at 75%. This is followed by food & beverage at 65%, personal care at 55%, appliances at 47%, home improvement at 46% and automobiles at 32%. Knowing that mainstream consumers are interested in saving money, creating a healthier lifestyle and value convenience over the environment, it would be wise to market these products not simply as “eco-friendly” but as economical and healthy. These are the benefits that answer the question…’What’s in it for me?’ Of course, if you’re targeting the more engaged, green-minded individuals it’s worth addressing the additional environmental benefits that will appeal to them as well. But know your market, and know the benefits that will drive them to you. It’s all about them.

Feb 8

Creating Real Value for Consumers

Standing in front of the continuous rows of peanut butter in the grocery story last week, I compared cost and quality for the best value. Much thought goes into that purchasing decision, but my idea of value most likely means something completely different to the person on aisle 10. Obviously, I want to spend as little as possible, but I also know that you get what you pay for and I’m willing to pay a bit extra for organic, nutty goodness that I consider healthier than the sugary, preservative-infused brands.

We all seem to be more value-conscious these days. But as advertisers we can’t just stick the word “value” onto our products and promotions. We need to define what that value actually is for the consumer. Is it more bubbles for the same price? Quality workmanship that you can rely on for years of stability? More time to be able to spend doing what you love? Knowing the true benefits of your product requires knowing your consumers and what they deem as value. For some it may be price, but others may make purchasing decisions based on convenience, comfort, prestige, compassion or simply brand recognition and the consistent expectation it brings with it. No matter how cheap the Jiffy brand becomes, it will never be the best value in my eyes because of the additives it contains. But then, I’m not their market. The brand I choose can charge more and still deliver a great value if the quality is high.  A healthier snack — now with more nuts! That’s great value.

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