How will your audience remember you?

shirleyhutchinson — Tue, 03 Oct 2017 22:39:07 +0000

In today’s hypercompetitive marketplace, trying to make your company stand out can be overwhelming. Many of your competitors have a used-for-years motto that their audiences remember with reliable recall. But what happens when you don’t want to settle for the status quo? When you want to go above and beyond, but be direct and simple at the same time? You’ve just described a strategically-targeted corporate-positioning statement… not just a good one, a great one. Here are three simple questions to ask while deciding how to bond with customers and earn their undying loyalty.

1. What industry are you in?

Your positioning statement must tell your audience who you are, or provide insight into what you offer. Keep it short and precise. There are many examples of classic positioning statements that redefined brands: Seven-Up: The Un-cola, Burger King: Have it your way, Hallmark: When you care enough to send the very best. Each of these lines told audiences something new and vital about the company: who they were, what they offered, how they were different. If you think those “big names” cast too big a shadow, you’re wrong. Creatively, your company can stand with them… if you have the courage, conviction and confidence to step out in a brand-defining direction.

2. Where does your brand stand competitively?

Be honest about advantages and disadvantages. If you highlight strengths, back them up with validated data. But especially, don’t be afraid to turn a perceived weakness into a strength. In response to Detroit dismissals over “small size”, Volkswagen developed Think small in the Sixties. Even in the days of tail-finned gas-guzzlers, customers recognized the obvious advantages of fuel-efficient, durable, dependable compact cars. Bottom line: potential liability yields a differentiating benefit (and record-setting sales).

3. What does your company promise to customers?

How will you tell them? In the case of FedEx, the “delivery” of its promise was literal: When it absolutely, positively has to be there overnight. How does your company excel above others? What can you bring to the table that your competitors can’t? A believable, fulfillable promise in your positioning statement will attract qualified customers looking for that assurance. Without you lifting a finger.

It’s time. Set your brand on fire. To light the spark, call us now at 813-229-6162 for a free consult. Discover how the generated heat of on-target positioning can raise new revenue to new heights. Within months. For years.

The post How will your audience remember you? appeared first on Ad Agency Tampa Florida | Faith-Based Marketing.

3 Powerful Drivers That Convert Customers To Your Brand

Zach Gerbholz — Thu, 19 Nov 2015 18:39:02 +0000

(Why Strategic Brand Development Matters for Your Business)

A clear, memorable, believable brand identity offers a confident seal of assurance. Growing your business is not exclusively a “transactional” process. Crafting a differentiating brand for your business (by strategic brand development) will ultimately lead to sustained and increasing revenue.

However, in today’s savvy-consumer culture, managing a brand is more challenging than ever. Thanks largely to the Internet, your corporate message is no longer a monologue… customers can and do inform others about your capabilities. So an important question to answer is – what matters to today’s target audience?

1. Relationship

When you think of GoPro, you probably think of a rugged HD video camera that captures the daredevil adrenaline-rush of a cliff jumper, or the rapid-reflex dexterity of a surfer. GoPro has created a high-profile corporate personality by inventing a camera that not only captures the physical images, but also the emotional thrill that comes with them. It’s up-close-and-personal… just like their brand identity. People who “love their GoPro” will never trust another camcorder. When you’re developing a brand identity, that’s the power of a relationship.

2. Education

Good relationships require transparency. Educating your customer-base accomplishes a much-higher level of trust if you consistently share relevant and practical information. Think back on your own purchase decisions… truth and insight was always a powerful persuader. It’s the reason Apple educates their cult-like following on what “the next” smartphone should be like. If you build trust and anticipation — and then fulfill it – you can expect your loyal following to grow.

3. Reliability

Extending that last thought, you gotta walk the walk. THIS is where the money is. When you think about your closest friends, you use phrases like “He would give me the shirt off his back!” or “I can always count on her in a crisis.” Part of having that relationship with a brand is knowing that every new iPhone or GoPro is going to meet or exceed my expectations. Building a brand-identity means repeatedly delivering what you say you can. And wherever possible, offering more.

CONCLUSION: Let’s be honest, If customers don’t buy, you’re out of business. But if you steadfastly deliver on promises, they will create a culture for you… and spread it. Your brand identity is your most valuable asset. Create it thoughtfully, nurture it well — and you’ll leave many competitors in the dust.

Based in Tampa, Florida, Shirley/Hutchinson CreativeWorks specializes in strategic brand development for entrepreneurs and corporate clients all over the United States. Our quarter-century of engaging, creative problem-solving ensures you’ll deliver the right message to the right audience… every time.

Interested in how an S/H brand identity tune-up could turbocharge your marketing engine?

Give us a call at 813.229.6162 or quickly email us.

Ask us about moving images. On a higher plane.