- DOES YOUR BRAND ID. ACCURATELY REFLECT YOUR BRAND?
- Branding in its Simplest Form is a Promise
- Keep Your Eyes On The Horizon
- Marketing vs. Advertising
- Arrivals & Departures
DOES YOUR BRAND ID. ACCURATELY REFLECT YOUR BRAND?
If not, right now may be the perfect time to reassess, re-evaluate, and revitalize your brand.
Ad agencies and design shops will often approach Brand Revitalization as an opportunity to start from scratch and put their own thumb print on an existing brand, or simply tweak the existing brand ID. to bring it up to date. Too often, marketers are eager to shake things up and allow an agency to walk away from nearly every aspect of their brand ID, for good or bad. New Color scheme, new typography, new look, tone and feel, etc. Sometimes, however, that is genuinely needed, especially if the current Branding doesn’t truly sync up with what is at the core of a brand.
A shining example of this is Pro Contracting Services.
Pro Contracting Services is a privately owned family business with a concentration in Asphalt Resurfacing . Prior to working with us, ownership suspected that the brand ID may not accurately reflect what is at the core of their brand. Digging into the business and educating ourselves on what makes this company tick, we quickly realized that the current ID; the road construction character and the winding highway illustration was problematic at best.
While disarming and kinda cute, the logo really didn’t convey the right message. Neither did the tagline.
PCS is a company who operates on the notion that when you take pride in your job, it shows.
WE WENT TO WORK
First Flight’s crew dug in and created a look, tone of voice, and feel that was centerered around one simple idea; PRIDE. The overall look would be bold, clean, and well organized.
With a new look and new tagline that reflects the brand, new brand communications have been developed. From shirt and truck graphics to a new website, across the board PCS has a new look that they can be proud of.
Your brand is a promise to your customers, that they can count on you to live up to what they understand your business to be. Branding can also be considered the “real” truth – the authentic picture of your business. This real truth is what your customers experience regardless of what your brand communication claims.
Your logo alone is not your brand. True, it is an important visual representation of your brand but it is far from the whole picture of who and what your brand truly is. Your brand’s promise is realized in literally everything attached to it. Are your employees polite and helpful? Are company vehicles displaying your logo clean and in good repair? Are your drivers courteous? Are your public bathrooms well maintained? In short, if the physical properties of your business aren’t clean and well organized, what else might you be missing?
Walt Disney understood a concept that drove the way his employees were trained. He called it Understanding The Moment of Truth. The very moment a guest is confronted with something that either succeeds or fails to deliver on the brand promise. It might be as simple as a stray piece of trash on the ground, or an employee who can’t answer a simple question. If a guest asks “which way to Tomorrowland?” and you can’t say, you have failed to live up to the brand promise.
SOME WORK WE’VE DONE WITH BRANDING
First Flight Agency designed a logo conveying women’s strength and power to create a brighter future for their families and themselves. Through use of the logo, Karimu Tanzania is better able to articulate its mission to potential funders.
Retired attorney and Pinehurst resident Lydia Boesch wished to serve on the Village Council. With several outstanding candidates competing for two slots, Lydia needed a memorable, persuasive campaign based on the color purple and her slogan of “Let’s Believe in Our Best.”
THREE BUSINESS TIPS DURING A CRISIS
We find ourselves in unprecedented times. The world has seen crises before, however, this feels different for everyone. With all of the uncertainty, we see many people and businesses of every size asking, “what now?” “what next?” and even “what do I do when this is all over?” First things first, don’t capitalize on the crisis. This is not the time to take advantage of the hardships the country is experiencing. Instead, find a way to help. Now is the time to come together and support the community, while also encouraging individuals to continue to stimulate the economy. In order to do this, we recommend three things:
- Use social media to your advantage and update your customers often.
- Stay relevant and don’t slack on marketing.
- Have a plan, but be able to adapt.
Use social media to your advantage and update your customers often.
Staying in front of your customers at this moment is crucial. Just because people are not shopping, or using your services as much now, doesn’t mean that business won’t pick back up in the future. When thinking long term, you want to remain relevant. One way to do this is to keep a strong social media presence. Update your customers with what’s going on, and offer your help. Since platforms such as Facebook and Instagram are immediate, this is the best way to inform your customers. If you run a promotion, change your hours, or change your business offerings, social media is the best way to get the information out there. We need to come together and use the resources we have to ensure a strong community and economy once life returns to normal.
Stay relevant and don’t slack on marketing.
Next, you don’t want to stop marketing your business. You may, however, need to change the way you do things for the time being. If you are now offering curbside pick-up, that is something that your customers should be aware of. With all of the obstacles we are facing, it is important to portray your business in a way that is thoughtful and helpful. Think about how people can benefit from what your business has to offer, and make that evident to your customers. For example, create special deals and incentives to cater to those affected by loss or reduction of income. Use branded messaging to stay top of mind, and emphasize the values of your business that align with the current mood. Also, take this time to work out small bugs/inconsistencies in your website, or utilize Google analytics and track Facebook metrics. These are all great ways to alter your marketing plan for short and long-term success.
Have a plan, but be able to adapt.
Lastly, it is important to have a plan and look toward the future. It is evident that plans don’t always work as they should, however, proactively thinking about what’s ahead will prepare you for even the most difficult challenge. Never lose the ability to adapt. Thinking outside of the box in times like these is imperative to the success of your business. Ask people what they want to see from you, and your business, and figure out a way to inform the masses on what you have to offer. Possibly the most critical decision you can make when the future is unpredictable, is to take steps to experiment and innovate to find the most effective market strategies. This is especially important when the “tried and true” are no longer feasible. With the measurement tools available, you can quickly adjust your approach to strengthen successful methods. This may include expanding the range of services offered or products available. In today’s world, we are more connected than ever. Ask your clients and customers what they need. Ask your community what they are hoping to find. They can help you focus on what will likely increase revenue. At the least, your market will know you have their interest in mind when you go through the decision making process. This type of relationship will grow lasting clients and customers.
What we are seeing out there.
In light of recent events, we can look towards local business for tips on how to not only cope, but succeed in these trying times. One example is The Country Bookshop. The bookshop has always taken advantage of social media, and used it in a way to inform consumers of new books and events. However, immediately following the news of the severity of the issues at hand, the bookshop adapted in the blink of an eye. If people were no longer going to come into the store to browse, they were going to post videos of book recommendations so they didn’t have to. If kids were going to be stuck at home out of school, they were going to put together book boxes to keep them entertained. And, on top of all these amazing new strategies, they were making SURE that people could find all of this information on social media. Now is not the time to stop marketing, it’s the time to change it.
Our motto here at First Flight Agency is “every business a success,” and we don’t just mean when everything is ideal, we mean always. We are here to help you survive and thrive during these challenging times, and life thereafter.
Simply put, Marketers offer a product or service. Advertisers tell people about what the Marketer offers, and help sell their offerings. The distinction is important because, when a business identifies a problem with sales, they will often look first to what message they are sending to their audience via print and online ads, Facebook posts, Instagram, outdoor advertising, etc. Most Marketers are eager to extol the virtues of their product or service, thinking that if people would just try them once, they’ll have a customer for life. Hence, the need to advertise their product or service to the masses any way they can.
Here’s where it gets sticky.
A good ad agency, when meeting with a client about sales, or lack thereof, will dig in immediately to find out everything they can about the client’s business. The product, the delivery chain, customer feedback, etc. They do this to identify any marketing failures BEFORE they formulate an advertising communication strategy.
Legendary Ad Man Bill Burnbach once said; “Nothing Kills a Bad Product Faster than Good Advertising” We’ve all experienced the disappointment of a product not living up to the claims that the advertising has promised. When that happens, the purchaser decides immediately to never again buy your product or service, and then tells friends about their experience.
So, before you commit to an ad agency to help you with sales, make sure they have as many questions as they do answers.
Have you ever searched for a business on Google and couldn’t find it? Or worse, you found it, but the information was incorrect? Imagine you search for a new pizzeria on google and you see that they are open until 7pm. You load your family in the car and you head out, only to arrive and see that they are closed today. Frustrating, right? This is why business listings are so important. The whole experience leaves a bad taste in your mouth, and clearly not the one of pizza.
Business listings are portfolios of your business’s information. Things like your business name, address, and phone number. Listings are how people find you online, and also make your business more searchable online.
The thing about business listings that’s so daunting is that there are more than 200 online listing sites (do a quick scan to see), and, if your listings aren’t accurate and consistent among them all, it will make it harder for customers to find your business online.
This happens because Google only wants to list trustworthy businesses. Your inaccurate information could be detrimental to Google’s business because it makes Google seem untrustworthy and inaccurate. Therefore, Google only wants to show your business if they can trust that all of the information listed online is accurate. Think back to that story about the new pizzeria. If that information listed is not correct, Google will essentially push your listing down in search results. Therefore, if someone just searches for “pizza near me” that pizzeria may not even show up.
To measure all of this info, your business has a listing accuracy score. If all of your information among online listing sites is accurate, your online listing accuracy score will be 100%. The higher your score, the more likely your business is to show up online. This is how search engines rank your website and determine whether or not your customers can find your business online. If you have any sort of competition in your area, a high listings accuracy score is imperative to the success of your business.
Here at First Flight Agency, we can make updating your listings easy. We can provide business listing management, where we keep track of ALL of your listings online and make sure the information is accurate among over 200 websites. This helps people find your business online and, in turn, increases traffic and sales to your business. Finding all of these listing sites on your own, and updating them regularly, would be nearly impossible.
Not sure where your business stands? Use our free scan tool to learn more.