Can you read a picture? Is a picture really worth a thousand words? Could it have been 500 or 250 words instead? Who in their right mind would sit down and count how many words describes a picture? Where in the world did the phrase “A Picture Is Worth A Thousand Words” come from?
The famous quote, "A picture is worth a thousand words," is one that we have all heard so often that it has truly become a cliché. Although it was originally attributed to Confucius, who lived over 2000 years ago, it was actually the work of a modern-day marketing genius.
First, the quotation was incorrectly translated as “One Picture Is Worth A Thousand Words.” Literally, the translation was “One Picture Is Worth Ten Thousand Words.” It is believed to be a Chinese proverb, which later turned out to be bogus. The phrase was coined by Fred R. Barnard, who promoted the use of images in advertisements appearing on the sides of streetcars. Apparently he called this quote a Chinese proverb, so that people would take it seriously. It’s not surprising that this proverb was immediately associated with and credited to Confucius. This was an interesting marketing ploy, but no doubt one that proved to be successful.
Business is a competitive sport. There can only be so many sales, so much profit, and only so many customers. That means that all businesses who want to have continued success have to focus their energy on creating a corporate image and identity that will attract customers. Think of those companies with the easy to recognize slogans...do you picture their logo when you hear their name? Nike's Just Do It and the swoosh...Allstate's "You're in good hands" and the drawing of the cupped hands...Your corporate identity is the first impression your customers will have on you. It can either make or break your company.
We all have mini-billboards in our pockets. Take a look at the cards in your card file. Which ones stand out from the rest? Usually it is the ones with a logo that makes sense as a match for the company along with well spaced contact information.
You have to start thinking of brochures and business cards as a personal ad you hand directly to customers. Think of a letter as an ad that comes to your potential clients in the mail. When you create marketing materials, make sure all letters, envelopes and business cards have your corporate logo on it. This consistency and professionalism will enhance your credibility. Plus, when a client sees your logo over and over, on your business card, flier and letterhead, they will be more likely to remember you in the long-run. So, a strong visual identity is an important building block for your overall corporate identity.
If you have yet to create your logo, get it done as soon as possible, and get it done by a professional, and it just so happens that we have a professional among us. An amateur logo can hurt your business as much as a good one might help. A corporate identity and logo designed especially for your business needs can attract great business to your company. As part of your overall company brand-building strategy, a good logo is a key piece of the puzzle.
Working Words of Wisdom
"A picture is worth ten thousand words." ~ Fred R. Barnard
Tuesday, August 25, 2009
Tuesday, August 11, 2009
Building a Brand: The Right Tagline
Keep reading for a challenge! I will pick a winner when I return and announce it at the August 26th meeting!
Rhonda Abrams is a columnist with USA Today and wrote an article called "The Right Tagline Can Go A Long Way" back in 2006. I thought that it had just the right message, so I have exerpted some of that here.
Here's a quiz. Can you name the companies associated with the following taglines?
• "Just do it!"
• "The world on time."
• "Breakfast of champions."
• "Melts in your mouth, not in your hands."
Congratulations! You probably guessed all four. That's because an effective tagline or advertising slogan becomes so closely identified with a business, you typically don't need to mention the company's name. Of course, these companies — Nike, FedEx, Wheaties, M&M's — spent tens of millions of dollars advertising these slogans.
But it doesn't take a multimillion-dollar advertising budget for you to create an effective tagline. In fact, a good tagline is one of the least expensive forms of marketing you can develop and use.
If you don't have a tagline for your company or products — and most of us don't — it's time to sit down and come up with one. That's because a well-conceived tagline makes it easier for customers both to remember your company's name and to think positively about why they should use your products or services.
Of course, if you've got a big budget, you could hire an advertising agency to devise a tagline, but few of us have that kind of money. Instead, get some of your creative employees, friends or family members to help you devise a one.
The keys to an effective tagline are:
• It's short and easy to remember.
Keeping a tagline short seems like an obvious step, but trust me, it's not. A tagline must say something about your company but not everything. If it's too long, people can't remember it. It will be a challenge, but boil your tagline down to its essential core message.
• It conveys what's special about you.
This is perhaps the most important element of a good tagline — it helps customers know how to distinguish you from competitors. Avis' "We Try Harder" tagline was effective because it turned one of the company's disadvantages (the fact Avis was not the market leader) into an advantage. The Avis slogan made it seem as if competitors were slacking off on the job.
If you serve a specific or niche market, you can focus your tagline on that. "Legal services for the real estate industry" may seem boring, but it can be an effective tagline if you're an attorney specializing in real estate deals. Remember, a tagline doesn't have to be memorable to everyone to be effective — just those you want as customers.
• It conveys something you want potential customers to remember or feel.
Why is "Just Do It" such an effective tagline for Nike that it's lasted for nearly 20 years? Because it conveys an attitude that Nike wants associated with its products. It both empowers and encourages customers' athletic aspirations. When a tagline succeeds in conveying a feeling, it strengthens the emotional bond between you and your customers.
• You use it repeatedly and prominently.
Once you've chosen a tagline, use it all the time. Naturally, you should use your tagline on all your marketing materials, throughout your website, and in every bit of advertising you do. Don't forget to put it on your business cards and use it as a tagline at the bottom of every e-mail in your "signature."
A tagline is an easy and inexpensive tool to enhance the image and message of your company. Every company should have one. So today, instead of merely thinking about developing a tagline, go ahead, eat your Wheaties, try harder, and just do it.
Rhonda Abrams is author of The Successful Business Plan: Secrets & Strategies and president of The Planning Shop, publishers of books and other tools for business plans. Register for Rhonda's free business planning newsletter at www.PlanningShop.com. Copyright Rhonda Abrams 2006.
The Don'ts of Tagline Creation
Rhonda Abrams is a columnist with USA Today and wrote an article called "The Right Tagline Can Go A Long Way" back in 2006. I thought that it had just the right message, so I have exerpted some of that here.
Here's a quiz. Can you name the companies associated with the following taglines?
• "Just do it!"
• "The world on time."
• "Breakfast of champions."
• "Melts in your mouth, not in your hands."
Congratulations! You probably guessed all four. That's because an effective tagline or advertising slogan becomes so closely identified with a business, you typically don't need to mention the company's name. Of course, these companies — Nike, FedEx, Wheaties, M&M's — spent tens of millions of dollars advertising these slogans.
But it doesn't take a multimillion-dollar advertising budget for you to create an effective tagline. In fact, a good tagline is one of the least expensive forms of marketing you can develop and use.
If you don't have a tagline for your company or products — and most of us don't — it's time to sit down and come up with one. That's because a well-conceived tagline makes it easier for customers both to remember your company's name and to think positively about why they should use your products or services.
Of course, if you've got a big budget, you could hire an advertising agency to devise a tagline, but few of us have that kind of money. Instead, get some of your creative employees, friends or family members to help you devise a one.
The keys to an effective tagline are:
• It's short and easy to remember.
Keeping a tagline short seems like an obvious step, but trust me, it's not. A tagline must say something about your company but not everything. If it's too long, people can't remember it. It will be a challenge, but boil your tagline down to its essential core message.
• It conveys what's special about you.
This is perhaps the most important element of a good tagline — it helps customers know how to distinguish you from competitors. Avis' "We Try Harder" tagline was effective because it turned one of the company's disadvantages (the fact Avis was not the market leader) into an advantage. The Avis slogan made it seem as if competitors were slacking off on the job.
If you serve a specific or niche market, you can focus your tagline on that. "Legal services for the real estate industry" may seem boring, but it can be an effective tagline if you're an attorney specializing in real estate deals. Remember, a tagline doesn't have to be memorable to everyone to be effective — just those you want as customers.
• It conveys something you want potential customers to remember or feel.
Why is "Just Do It" such an effective tagline for Nike that it's lasted for nearly 20 years? Because it conveys an attitude that Nike wants associated with its products. It both empowers and encourages customers' athletic aspirations. When a tagline succeeds in conveying a feeling, it strengthens the emotional bond between you and your customers.
• You use it repeatedly and prominently.
Once you've chosen a tagline, use it all the time. Naturally, you should use your tagline on all your marketing materials, throughout your website, and in every bit of advertising you do. Don't forget to put it on your business cards and use it as a tagline at the bottom of every e-mail in your "signature."
A tagline is an easy and inexpensive tool to enhance the image and message of your company. Every company should have one. So today, instead of merely thinking about developing a tagline, go ahead, eat your Wheaties, try harder, and just do it.
Rhonda Abrams is author of The Successful Business Plan: Secrets & Strategies and president of The Planning Shop, publishers of books and other tools for business plans. Register for Rhonda's free business planning newsletter at www.PlanningShop.com. Copyright Rhonda Abrams 2006.
The Don'ts of Tagline Creation
- Don't brag or engage in chest-beating. Talk to the customer and not yourself.
- Don't participate in tagline fads. Avoid formulas and plays on words based on popular sayings
- Don't use one-word taglines.
- Start with a creative brief: a one page document that identifies:- Your goal- Your target- Your most compelling attribute
- Translate your brand promise into a tagline filtered through your brand personality.
- Decide on a voice, face, personality, and attitude of your brand.
- Find a professional to help you develop a good tagline
- Once you get a tagline, commit to it and put it on everything you do.
And an easy way to think about it? Focus on your TARGET audience, your position. What is their PROBLEM? What is your SOLUTION? You only have 7 words or less to define both the PROBLEM and the SOLUTION. Go.
Working Words of Wisdom
"It is an immutable law in business that words are words, explanations are explanations, promises are promises but only performance is reality." ~Harold Geneen
BNI POINT TO SUCCESS CHALLENGE!
Write a comment in response to one of the following:
1) What is your current tagline? What do you like or dislike about it?
or
2) If you could create a tagline for anyone in our group (you or someone else), what would it be?
Have fun with it!
Tuesday, August 4, 2009
Building Your Brand: Determine Position
(adapted from an article by Amy Kennel entitled Step By Step Marketing: 5 Steps for Building Your Brand)
Some of the most well-known companies in the world owe their success to building strong brands. They have accomplished this by working to create a brand that consistently defines who they are and what value they provide their customers. A brand is more than just a swoosh and a "Just do it"...branding defines who you are, what value you communicate, how you're different from others offering similar products and services, and why people should choose you over your competition. Your brand is important to your business because it is:
Case in point...I used to think that every woman walking down the street should be wearing my jewelry. And shortly after joining BNI I realized that the men in the group sought out my servies far more than the women did. I satisfied a need that they had to get it right with their significant other. And then I came to the realization that my jewelry is not for everyone. I believe that the ideal audience for my jewelry is an upwardly mobile, double income woman or man who appreciates art, values individuality and is expressive with their personal style. But I also believe that my business appeals to those who have a specific budget in mind and want something to express their unique style without breaking the bank. And recently I have been studying my competition and I can safely say that my jewelry is created with more heart and vision and is finished with a great attention to detail and finishing techniques that my competition just doesn't take the time to do.
That is the position of Tesori Trovati Jewelry.
What is your position? This week I challenge you to clarify your position on the path to your branding. Do tell what you have learned about defining your postion in the comments.
Working Words of Wisdom
A person who aims at nothing is sure to hit it.
Some of the most well-known companies in the world owe their success to building strong brands. They have accomplished this by working to create a brand that consistently defines who they are and what value they provide their customers. A brand is more than just a swoosh and a "Just do it"...branding defines who you are, what value you communicate, how you're different from others offering similar products and services, and why people should choose you over your competition. Your brand is important to your business because it is:
- the verbal and visual expression of your business;
- the shortest and quickest way to communicate with existing and potential clients;
- the easiest way to create and increase awareness about your business; and
- memorable, meaningful, differentiated, sustainable and valuable.
Each of the BNI members in this room has a distinct BRAND whether you realize it our not. And strengthening your brand with the other members, your BNI sales staff, can lead you to even greater success. Following are the first of 5 steps to building a better brand.
Step 1: Determine your position.
Answer this question...who are you and how are you uniquely suited to serve the needs of your clients? The answer to that question is your position. Your position is the place you wish to occupy in the mind of your defined target audience.
Each week the most successful among us at getting referrals passed are the ones who have a target audience in mind. Not just a 'somebody' or 'anybody' but a specific person. The same is true for determining your position. It's important to identify a target audience versus marketing to the masses.
Case in point...I used to think that every woman walking down the street should be wearing my jewelry. And shortly after joining BNI I realized that the men in the group sought out my servies far more than the women did. I satisfied a need that they had to get it right with their significant other. And then I came to the realization that my jewelry is not for everyone. I believe that the ideal audience for my jewelry is an upwardly mobile, double income woman or man who appreciates art, values individuality and is expressive with their personal style. But I also believe that my business appeals to those who have a specific budget in mind and want something to express their unique style without breaking the bank. And recently I have been studying my competition and I can safely say that my jewelry is created with more heart and vision and is finished with a great attention to detail and finishing techniques that my competition just doesn't take the time to do.
That is the position of Tesori Trovati Jewelry.
What is your position? This week I challenge you to clarify your position on the path to your branding. Do tell what you have learned about defining your postion in the comments.
Working Words of Wisdom
A person who aims at nothing is sure to hit it.
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