Category Archives: Branding

'Why Did the Chicken Cross the Road? 6 Ways Video Can Move Your Targets to Action

Why Did the Chicken Cross the Road? 6 Ways Video Can Move Your Targets to Action

Video isn’t just moving pictures. It’s a way for your brand to connect with your target market. You can show them what makes you different from your competitors.

This is the main reason why prospects would choose you over others in your market.

Video is great. No, it’s awesome. In fact, it is the best thing that’s happened to content marketing (so far).

No, but seriously, videos are the future of marketing. Yet some business owners don’t know that videos have power when it comes to reaching your target audience.

Videos can get your prospects to take action and support their brand. They can provide your brand with a unique selling point (USP). Master video marketing and you’ll start to differentiate your product or service from your competitors in no time. So forget about being camera shy and hit that record button. You’ll be glad that you did.

So what are some ways video can help move your targets to action?

'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.

'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.

'4 Ways to Incorporate a Unique Selling Point Into Marketing Efforts

4 Ways to Incorporate a Unique Selling Point Into Marketing Efforts

Defining a unique selling point (USP) and using it effectively are two different topics, yet both are vitally important for businesses to gain marketing traction.

A USP should be the central theme of marketing efforts, helping businesses stand out from their competition and, ultimately, gain more conversions.

In an effort to help businesses effectively leverage this tool, let’s discuss 4 ways to incorporate a USP into marketing efforts.