Brand Strategy 101: Your Logo Is Irrelevant - The 3-Step Process to Build a Kick-Ass Brand (The 7 Steps to a Successful Business in a Changing Market) by Drew Michael R

Author:Drew, Michael R. [Drew, Michael R.]
Language: eng
Format: epub
Publisher: Beneath the Cover Press
Published: 2012-12-31T18:30:00+00:00

Step 2: Consistency

Consistency requires that you deliver a valued experience to your audience. Pavlov rang the same bell before every feeding, with the same tone. He didn’t alter sounds. Nor did he vary what came after the bell. He wanted those dogs to recognize the sound of that bell and to associate it immediately with one thing, the taste of meat. In the same way you want people to associate your name and your company with a particular prized experience every time they think of that value.

Get consistent in your marketing campaigns to create your brand personality. This will be your “meat paste,” so to speak, to trigger your audience’s associations of you and your company. Put together a memorable style guide to give your campaigns a sense of “connectedness.”

Make ads distinctive to stand apart from your competitors. Two good words on which to build your style guide are “always” and “never.” Decide what things will always be in your ads and what will never be in your ads. A tight style guide makes your company feel reliable in the mind of your customer.

Once you’ve got consistency in your style guide, it’s time to get consistency in getting in front of your audience on a regular basis.

Does your business offer new management techniques? Then offer to speak at no charge at local business college and community colleges. Then keep using the keywords and phrases that encapsulate your insightful business concepts. If you have a logo, make sure you consistently display it whenever and wherever you can.

Seth Godin, author of more than a dozen bestsellers, including Purple Cow and Permission Marketing, understands the importance of frequency and consistency in a book marketing and public relations campaign. He practices these through following these seven steps:

Permission marketing. This is a process by which marketers ask permission before sending ads to prospects. Godin pioneered the practice in 1995 with the founding of Yoyodyne, the Web’s first direct mail and promotions company (it used contests, online games, and scavenger hunts to market companies to participating users). He sold it to Yahoo! three years later.

Editorial content. Godin was a long-time contributing editor to the popular Fast Company magazine.

Blogging. Seth's Blog is one of the most-frequented blogs.

Public speaking. Successful Meetings magazine named Godin one of the top 21 speakers of the 21st century. Words used to describe his lectures include "visual," "personal," and "dynamic."

Community-building. His latest company, Squidoo.com, ranked among the top 125 sites in the U.S. (by traffic) by Quantcast, allows people to build a page about any topic that inspires them. The site raises money for charity and pays royalties to its million-plus members.

E-books. Godin took a step to publish all his books electronically, then worked with Amazon on his own imprint, Domino, which published 12 books. Recently, Godin ended that project – since as he said in a blog, it was a "project" and he is always looking for more and different opportunities.

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