Author Archives: Daniel Kirk

A Well-Oiled Machine: How Branding and Positioning Work Together

A Well-Oiled Machine: How Branding and Positioning Work Together

Okay, if I were to ask you what’s the car of your dreams, what would pop into your head? A BMW? Porsche? Maserati? Or maybe a muscle car? Whatever make or model it is, no doubt you have a mental picture of its sleek contours and well-proportioned body. And you could easily imagine how it would feel to drive your dream car on a deserted highway or through some scenic landscape.

What you may not readily think of is what’s under the hood of your dream car. The nuts and bolts. The oil and grease. The mechanisms that drive the pistons which work together to propel your car forward. Still, a dream car is only a dream (and not a nightmare) when it enjoys a combination of these two critical factors: it matches your perceptions and it functions well.

In the same way, branding and positioning work together to drive business growth. Branding could be compared to the perceptual aspects of a company; e.g., what your customers expect and desire.

Positioning, on the other hand, is more like the nuts and bolts of the marketing engine. It allows an organization to turn the concept of a brand into a (profitable) reality.

But how exactly do branding and positioning work together? What examples can we turn to for real-world application? And what can you do to implement an effective branding and positioning strategy? Well, first of all, let’s start with some definitions.

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6 Reasons Why a Video Marketer is Better at Brand Storytelling

6 Reasons Why a Video Marketer is Better at Brand Storytelling

Storytelling is an art form that humanity has been perfecting since the days we sat around fires in caves and told tales of days gone by. Not only that, but with the advent of video technology, and the proliferation of Internet streaming and mobile devices, we are telling more stories to each other than we ever have before.

If you’re a business, then you know that customers aren’t just buying your product or service; they’re buying you. Or, rather, the idea of your business and what it represents. One way you can make yourself more appealing, and form real connections with your customer base, is to tell them stories about who you are, and what you do. To create marketing myths that will become truth in the minds of your customers.

Before you get your cameras and green screen set up, though, it’s important to consider who you’re asking to help you tell your story. Because when it comes to storytelling, you’re going to be best served by someone with the experience and skill set you need. That’s why you’re going to need a video marketer.

Why a video marketer specifically? Well…

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Rule the World with An Engaging Brand Story

Rule the World with An Engaging Brand Story

Nowadays you hear a lot about brand storytelling. A brand’s unique selling point. The emotional connection that needs to be forged with the customer.

What is this all about? Are these just buzzwords designed to tickle the ears of unsuspecting and overly ambitious entrepreneurs? Or is there a real, quantifiable business value to creating and refining your own brand story? For that matter… what exactly is a brand story?

Let’s take a deep dive into what brand storytelling is really all about; and how it can be of immense benefit to you and your business.

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Why Your Unique Selling Point Is … The Most Important Point

Why Your Unique Selling Point Is … The Most Important Point

Your brand’s Unique Selling Point (USP) is important. Very important. In fact, it can make or break your business.

Most people think of their Unique Selling Point as the services they provide. Or the products they make. Some companies point to their logo as their USP. Or they read their tagline out loud in response to the question, “what’s your Unique Selling Point?”

The truth is, your brand’s USP isn’t likely any of these things. And that’s why your company blends in with all the others. Honestly, if you haven’t yet identified your brand’s Unique Selling Point, it’s probably the main reason why you’re not growing. And if you are growing, the lack of a USP is likely the reason why you’re not growing faster.

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6 Ways Being Unique Helps Your Company Grow

6 Ways Being Unique Helps Your Company Grow

As you grow your business, you need to emulate your competition. You need to blend in to avoid marketing/PR disasters. And, by all means, don’t try to stand out from the crowd.

We call bull. Too many marketers live by these principles. They completely ignore the fact that they’re dead wrong. Blending in is not the way to grow. It only ensures that no one notices you. Instead, you need to be unique. And yes, that goes for your entire marketing strategy.

This uniqueness, in fact, helps your company grow. How you ask? Consider these 6 reasons.

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The Top 6 Ways Your Unique Selling Point (USP) Answers The Question, “Boxers or Briefs?”

The Top 6 Ways Your Unique Selling Point (USP) Answers The Question, “Boxers or Briefs?”

“Do you prefer boxers or briefs?”

It’s a bit of a personal question, and it can often tell you quite a lot about someone.

Not only that but the way someone answers that question can tell you even more.

The same is true when it comes to your company and your branding. Because what’s on the surface is rarely what compels a customer to pick your product or service over one of your competitors; it’s usually what you have going on underneath.

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The Marketing Trap: 5 Tips to Not Become The Rat That Traps Your Customers

The Marketing Trap: 5 Tips to Not Become The Rat That Traps Your Customers

When you’re trying to market a product, you have two options to take; the way of the rat, and the way of the mouse.

What’s the difference between these two?

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Top 6 Ways Marketing is Like Building a Car

Top 6 Ways Marketing is Like Building a Car

For many owners out there, a business can feel like a concept car. You know it exists, but it’s hard to really get a sense of how all the different parts work together in order to create a single, functional machine.

You can see the results, obviously, but understanding how your business succeeds (or getting a grip on why parts of it aren’t doing as well as you’d like) can be difficult if you don’t know how to think about it.

An exercise that might be useful for you to help wrap your brain around your business, though, is to think of it like a car.

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6 Ways To Know If You Need Branding

6 Ways To Know If You Need Branding

Marketing messages are all around us. To you, the company you market is unique and clearly the best option. There’s just one problem: your audience might not agree. In fact, they might not even know you exist.

No doubt, marketing succeeds in large part because of the tactics you use to communicate your product’s or service’s benefit to your audience.

Without branding, though, that effort can be difficult to achieve. Do you know what makes you unique, and can you communicate that to your audience?

Do your messaging and channels combine to tell a true story?

Even many companies with major marketing budgets cannot always say yes to that. You don’t always need branding; but when you do, it’s absolutely essential to long-term success.

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How Does Your Business Benefit From Using a Smaller Marketing Firm?

How Does Your Business Benefit From Using a Smaller Marketing Firm?

Bigger is better, or so the old saying goes. Why get a small plate of finger food when you could have an entire buffet of options? Why drive a small, efficient vehicle when you could have one that’s got plenty of headroom, plenty of storage space in the trunk, and some blasting power under the hood? And who among us would rather live in a small home when we could instead take up residence in a sprawling manor house complete with all the bells and whistles?

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