Monday, 14 January 2013
Happy New Brand!
What better time to review
your branding than the beginning of the New Year. It is a perfect time to look
back and assess just what value it added to your business, and possibly how
much more it could add in the future?
Perhaps it’s not just your
commercial brand you should be reflecting on, but your personal one too? Have
you been true to yourself over the past year? Have you worked to your full
potential and outwardly demonstrated to the world just what you’re made of? I
thought not. So now’s the time to put things right.
Branding is much more than the external manifestation of an identity. It goes deeper than your logo and corporate colours, and wider than the clothes you wear or car you choose to drive.
This year more than any
other you have the opportunity to go for gold, inspired perhaps by the
tremendous achievements of our Olympians this summer. Or are you content just
to coast along, after all it’s the taking part that matters isn’t it?
I suspect like me, you want
a little more out of life, and whilst taking part is fun winning is what really
matters. If you’re looking for that edge over your competitors, particularly in
a commodity market, what better way to achieve
it than refreshing your brand offering? Whether you are looking for an
‘evolution’ or a ‘revolution’, getting an expert opinion can pay dividends.
Corporate or personal
branding professionals will help you avoid the pitfalls and guide you through the
intricacies of your brand journey. Discover your brand DNA and you’ll have a
friend for life. Ignore it and you’ll be forever re-inventing yourself.
Brands are like people, they
evolve over time; they grow up; some never have the chance; some get abused;
others just get tired; some lose their way; some achieve greatness and others
simply fade into obscurity through lack of investment. What do you want to do
with yours?
Labels: Advertising, Brand, Branding, Corporate, Freestyle Marketing, Image, Logo, New Year, PR
# posted by Freestyle PR : 13:22
Tuesday, 17 July 2012
Getting no response from your print advertising? There may be a very simple reason!
1. Engaging the Brain
The natural reaction of the human brain to advertising is to screen it out; confronted by hundreds of different messages during the course of the day, it would be impossible to live a normal life if we stop to consciously react to every ad put in front of our eyes or ears. The few advertising messages that do get through will be viewed both rationally and emotionally - even for B2B products.
2. Emotional Appeal
It's commonly thought that B2B advertising has little room for emotional appeal; business decisions are totally rational, aren't they? But all B2B decision-makers are consumers when they’re not on duty and are used to unconsciously evaluating ads both rationally and emotionally (left brain and right brain).
Successful B2B or B2C advertisements engage the potential customer - and engagement is an emotional response. Of course, many of the readers will believe they are making a logical response to an ad. But the fact is that we need to make people like us, trust in what we sell and believe it will do them good - all of which are emotional responses.The problem we face is that the person looking at the ad will probably start from a position of not paying much attention.
So we must seek to engage them by getting them interested in what we are talking about. Either by asking them an interesting open question, by intriguing them, by being funny, by focusing on the benefits that accrue to this individual, or by focusing on how the recipient feels.
3. The Question
…is not an interesting question because it does not engage. It is a closed question (yes/no answers only) and that in itself stops engagement. And it is a boring question because it leads nowhere."Would you like to double your sales?"
"What is the most effective way of doubling your sales?"
…is more engaging, because it is more specific and it opens a debate.
Engagement can be as simple as that - as long as you can keep it going through the piece - and can make the difference between a potential client simply scanning your ad or emotionally responding to it.
Labels: Ads, Advertisements, Advertising, B2B, B2C, Freestyle Marketing, Print
# posted by Freestyle PR : 11:04
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