Author Archives: Daniel Kirk

'6 Ways Marketing Helps Find the Lost Sock: Matching Your Brand to Your Target

6 Ways Marketing Helps Find the Lost Sock: Matching Your Brand to Your Target

You are a genius. You’ve developed a business with a product or service that consumers can’t possibly live without.

Your idea is dynamic and unique. It has that special ingredient that your competitors never even considered.

There’s only one problem.

You’re not effectively reaching the consumers who need what you have.

The answer is surprisingly simple. You need the right marketing techniques to match your brand to your target.

We’ve all experienced the mystery of the missing sock in the dryer at some point. (If you haven’t, someone else is doing your laundry.) The sock you have in your hand is the special ingredient to your product recipe. It’s the thing that has the potential to put your business one step ahead of the competition.

In the business world, this special thing that sets you apart is referred to as your unique selling point (USP). Whether your USP is a part of your history, a part of your product, a part of your future (or more likely a combination of the three) it won’t do you any good unless you can match your USP to your target audience (aka the missing sock).

The answer to the mystery is marketing. These 6 marketing techniques will work to help you match your brand or USP to your target audience.

'Forest or Trees? 6 Top Reasons Digital Marketers Shouldn’t Overlook Branding

Forest or Trees? 6 Top Reasons Digital Marketers Shouldn’t Overlook Branding

You need a video for your business. Do you really, though? Of course, you do. Everyone has one. But how will yours be different?

What sounds like an internal conflict is something we actually hear frequently from our clients. They realize that in many ways, video is the future of marketing. They want to tap into that. But they also don’t quite know how to give their videos enough purpose and value to stand out.

That’s a problem. Fortunately, it’s not a problem without a solution. As you begin to incorporate or advance your video efforts in marketing, consider the importance of branding.

Branding, of course, is all about giving your company that key differentiator. It gives you a voice, a personality, and a position. Value, even. In a few words, it helps your audience understand just why your company should be chosen over all others in your marketplace.

That’s something any digital marketer, especially those prioritizing videos, should tap into. Not convinced? Here are 6 top reasons no digital marketer should overlook branding as part of their daily efforts:

'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.

'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…

'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.

'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.

'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.

'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.

'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.