In 2001, I opened my first company. Like any good strategic marketer, I prepared a WRITTEN business and marketing plan.
I've got to tell you, my business plan was AMAZING. I was going to help millions of people; we were all going to make millions of dollars. Yep, it was amazing...right up until I put it on paper. If you remember smelling something really bad in March of 2001, it was probably the first draft my business plan!
I love to collaborate with my peers, target prospects, and clients when crafting a marketing plan. But what about the time when the client brings a "crazy, this can't possible work" idea that HAS to be added to your plan? Yeah, I have been there, too.
As you are creating your logo, brand standards, website, or next printed materials, remember: COLOR HAS MEANING.
Please do not choose your organization's color palette based on your favorite color. The human brain reacts to colors in different ways. Savvy marketers have taken that data and used it to their clients' advantage in logos, promotional materials, and in-store.
Adoption is a powerful concept. Unlike biological parenthood where you can give up your children or disown them, adoption is a different story. You make a legal adoption contract to ALWAYS be their parent and and fulfill all the requirements parenthood entails.
The Bible refers to God's love for us as for that of adopted children (Ephesians 1:5). Adoption is a big deal. It is for keeps.
Even before we adopted our daughter, I used the word "adopt" in my branding process.
We have all heard of the "elevator speech" - that 30-to-60 second introductory statement with the purpose of luring the listener into a longer discussion. That attention-getting statement is perfect for networking events or, presumably, a quick trip between floors in an elevator.
I have learned that few of us actually have an elevator speech. And those of us who do, wish it was better.
I was checking out at Lowe's yesterday when I noticed the man at the next register. His t-shirt included his company's name -- Advanced Security Systems. What? Your company acronym is ASS? Did you you think this through before you incorporated?
That got me thinking about other poor company naming choices. The internet will provide hundred of examples - mostly crude or otherwise offensive so open with fair warning.
As a brand development and integration professional, marketing congruency has always been paramount in my mind. Is our brand congruent with all actions of our organization (and vice versa)? Are we maintaining our brand integrity across all communications tools?
At one of Ken McArthur's Impact Events last month, the very talented Ken Rochon mentioned congruency between your online and offline presence. I know it sounds basic, WOW!
I love simple. I love good creative. A billboard DONE CORRECTLY is the epitome of simple, good creative.
At 70 MPH, five words and an image are about all you can absorb. And with the growth of digital boards, your view time may be less.