Guest post by Red Slice intern, Suzi An

I traveled to Los Angeles for ten days in early July for a class that I took during the spring and I somehow ended up having my phone stolen five days into the trip. Once I returned back to Seattle, I immediately went to purchase a new phone. I was met with a dilemma: be connected constantly with a smart phone or have a simple phone that performs the necessary functions. As a college student, I feel as if I am missing out on having a smart phone because everyone around campus would be walking around with their fancy phones that could do a million things while my phone struggled to keep up with me. Maybe it was fate that my phone magically disappeared because I was immediately drawn in to the world of a thousand possibilities in the palm of my hand.

When I walked into the retail store, I noticed that T-Mobile had a wall dedicated to shiny and sleek Android phones. Being attracted to sparkly and shiny things, I ended up walking towards the long white wall and staring at a cell phone that essentially looked like the iphone but in Samsung form. I was mesmerized. All thoughts of buying a non-smart phone had completely vanished into the consumer’s abyss. I knew that because T-Mobile does not carry iphones, this was the closest I would ever come to own such a device. My mind flashed back to the TV ad campaigns that Android had put out within the year. All I could think of was what the Droid actually does. The high-tech machine robot in all the commercials had gotten me intrigued by all the possibilities that this phone could do. I carefully pick up the sleek phone and the bright screen turns on. I tap the screen and see that the fallen-leaves-on-water wallpaper moves as if my finger had dropped into the water. It was a little much for me but it was fascinating to see this phone interact with me. I then see all these different applications that were on the screen. I slide through at least 8 screens where each was had at least two apps on it. Long story short, I made my decision in less than a second. I wanted a smart phone just like everyone else so that I could check the weather or stalk people on Twitter or play awkward games like The Moron Test (which I passed, I’m not sure if that means I’m a moron…).

Obviously, I purchased this ridiculously expensive phone and my friends and I compared it to the iphone and their ad campaigns. Now, when most people think about the iphone, they think of AT&T, poor reception, and dropped calls. There is no image that I associate with the iphone, other than the sleek Apple whereas with the Android, I associate it with a hi-tech robot that is able to do everything I want it to do. That’s not a very positive way for the iphone to be perceived but no one seems to care because it’s an Apple product. It is highly desired, easy to use, and profitable. Apple products are undoubtedly popular among college students and because the iphone came before Android, Apple is going to win over customers because people are familiar with the brand. Apple practically infests my campus (to which I undeniably contribute). Although I am a huge Apple fan, I cannot seem to shake the Droid away. It most definitely Does. I’ve spent more time fiddling with my Droid than I have with any iphone. The Droid commercial lives up to its name and I get excited every time I see the small green robot pop out of the corner of my screen. It is as if he’s saying, Hello, I’m here to make your life easier.

Guest post by Red Slice intern, Suzi An

How often do you hear about Elderflower liqueur? I’m not sure I knew what Elderflower was until last week. Which is unfortunate because that’s from what St. Germain is made. My first experience with fancy liqueur was at the beginning of the year when a bartender at Via Tribunali placed a small glass of something in front of me.

“What is that?” I ask.

“It’s St. Germain,” says Andrew.

I dunk my nose just below the rim of the glass and began to sniff.

“Why does it smell like lychee?” At this point, I’m confused but intrigued by the sweet smelling liqueur.

It wasn’t until last month that our paths crossed once again. But this time, I saw the actual bottle. Have you seen this thing? It is possibly the most elegant bottle of alcohol I have ever seen. It’s a tall, heavy glass bottle with six sides and a color scheme of navy blue, gold, and if you look closely, light turquoise. Even the cap is elegant and refined. I then proceeded to read the little booklet that was attached to its neck that relayed the story of St. Germain. Think about a French man riding his bicycle in the Alps to gather the delicate flower by hand. He then rides his bicycle down to the local market. There are only 40 to 50 of these men who make it possible for the rare liqueur to be made in a given year; hence why St. Germain is rare and a bit pricey. I flip the page and that’s when the sassiness began:

“To put this into context, we can safely say that no men, bohémien or otherwise, will be wandering the hillsides of Poland this spring gathering wild potatoes for your vodka. Likewise, we know of no Bavarians planning to scour the German countryside in search of exotic native hops and barley for your beer.” I love that they are so confident in their brand because they know it takes much effort to make such a rare liqueur. Furthermore, they are proud of their brand because of the craftsmanship aspect of it. You can tell by their word choice. Again, brand communicated verbally is just as important as anything visual.

“Neither passionfruit nor pear, grapefruit nor lemon, the sublime taste of St. Germain hints at each of these and yet none of them exactly. It is a flavor as subtle and delicate as it is captivating. A little like asking a humminghbird to describe the flavor of its favorite nectar. Très curieux indeed, n’est-ce pas?” Very curious, indeed, is it not?

Very curious. Beyond curious. I’m fascinated. The reason why I say St. Germain is the Virgin America of liqueurs is because of the sassiness and the experience they promise. Virgin America flies to limited places, St. Germain has limited quantities of their liqueur. Virgin America promises to make flying fun, St. Germain promises to make you feel sassy and sophisticated. Virgin America’s tone is that of St. Germain. Both are fun and snippy.

In the same booklet, there are pages of recipes that contain even more fun little surprises than the brand story. For example, at the end of the directions for the Sangria Flora, it says, “Serve in an iced-filled glass, then telephone your physician and regale him with stories of your exemplary fruit consumption.” I chuckled as I read that. As I closed the little booklet, it was as if a whimsical soirée had come to an end. I wanted to go back and read through the whole thing like a party I just didn’t want to leave. I wanted to feel like I was enjoying a warm summer night eating delicious French food with my closest friends, as we dine by the dim lights hanging from the trees around us. My experience with St. Germain is not about the liqueur; it’s about the brand, the story of how it came to be, the way it interacts with me, and the way the brand makes me feel. I don’t think I could say that about any other alcohol brand.

Summers winding down – is your business ready to get back to school? I’m officially declaring August 31 “Back to Branding School Day.” We’ve got connected folks all over the social media sphere promoting this day and offering some goodies. Myself including….read on!

To celebrate the rolling success of Branding Basics for Small Business, I’m offering a little contest. Best answer receives a free signed copy of the branding book to help them craft a strong brand strategy for themselves, stand out and attract rabid fans. Here’s what Midwest Book Review had to say:

What makes your business unique, something that stands out from the pack? “Branding Basics For Small Business: How to Create an Irresistible Brand on Any Budget” is a guide to branding and how it can literally be the deciding factor on the success of business. Brands make connections with customers, keep your product in mind, attract employees, and keep a business strong. “Branding Basics for Small Business” is a wise and recommended read, not to be missed by any small business.”

To win, answer this question in the comments: What is the best piece of branding advice or branding lesson you have learned and why? If there is story behind this, please share. Sharing such lessons helps us all learn how to build better businesses. You don’t even have to be a business owner but perhaps a marketing professional or corporate employee.

Best answer wins a book! Enter by midnight PST on Wed, Sept 1, 2010.

Guest post by Red Slice intern Suzi An

Californication is one of my favorite television shows. Naturally, I am going to ‘Like’ the show’s page on Facebook. But ever since the season ended, there has been no interaction from the page’s administrators. It’s a complete dead zone. I then began thinking about all the other brands or products that are on Facebook and Twitter that abandoned their audience. For instance, I follow Citizen on Twitter. Citizen is a small chic restaurant that I absolutely love going to and it’s right down the street from where I live. The reason I follow them on Twitter is to hear about their specials and new items on the menu. But their last post was in March. It’s almost September and I know that they had many changes to their restaurant, like building a new patio area to fit more people. This is absolutely Twitter worthy, yet they have failed to mention it to those who follow them. The point of my story is, if you are going to make your presence known in the social media world, you must plan for whatever happens, whether it is your campaign coming to an end or if it naturally closes. A few thoughts:

1. Plan ahead of time your exit out of the social media world: Once you have entered the cyber world, it’s almost impossible to completely get rid of any trace of your campaign, brand, product, etc. Think of it as verbal communication. You cannot take back what you have already said. It’s important when planning your debut in the social media world to also plan what will happen at the end of your campaign. Will you keep your account and look after it for other long term uses or will you simply delete the account?
2. Manage the transition: If you do decide to keep your page, even if you are on a brief hiatus, it’s extremely important to communicate with your audience. I understand that Califorication is on summer break until the next season, but I would like to be up to date on what is going on, such as knowing when the start of the next season is or what to expect in the new season.
3. Thank those who made it possible: Investing time into creating a community surrounding your product takes much time and effort. If you decide to delete your page, you may want to direct people where you want them to go next, like a cliffhanger. Never leave without thanking those you supported you because they will feel abandoned.

Although I would hate to see any brand disappear from the social media world, I understand that sometimes it wasn’t meant to be. But there are several brands and products on Facebook that do a fantastic job of keeping their audience updated. Silk is a product and brand that I ‘Like’ on Facebook and I always see updates on new recipes or the audiences’ opinion on certain things. Do some light research and see how these brands and products are keeping their audience hooked. You could use what you fin to help you in your own social media campaign. After all, the last thing you want is to break up with your audience by just abandoning them without an explanation.

Red Slice recently chatted with Beth Buelow of the Introvert Entrepreneur where she coaches our less extroverted brethren on how to build a successful business. She helps them understand, own and leverage their strengths for personal and professional success. In today’s Ask the Expert, she shares with all of us – introverted or not – how to get off the treadmill of useless networking, blogging or “stuff creation” and build a powerful content strategy that turns lookers into buyers.

A certified professional coach, Beth works primarily with introverts and offers one-on-one and group coaching, teleclasses, webinars and workshops. Prior to becoming a coach, she enjoyed a successful nonprofit career, with responsibilities as diverse as fundraising, marketing, website management, grantmaking and public relations. Her obsessions include developing her advanced coaching skills, as well as deepening her knowledge of Jungian psychology, Voice Dialogue, and the Myers-Briggs assessment tool.

RS; Hi Beth! Welcome. How do we move someone from “kudos to client?” when warm fuzzies and cool newsletters aren’t paying the bills.
BB: When you’re first starting out, there’s a certain amount of spaghetti strategy happening: you’re throwing things up against the wall and seeing what sticks. You’re probably churning out a lot of content. Much – if not all – is probably free. And you get good feedback and encouragement… just not the sales.

This stage is the thrashing stage, where you’re getting just enough positive feedback that you think if you just do more, faster, better, bigger, people will convert to clients. What’s missing is strategy and intention behind your content. People are most likely confused about what you have to offer, what your strength is, and how you are the solution to their problem. A confused mind always says no. It might say, “Great work, loved the newsletter!” but it doesn’t take the time to connect the dots that you have scattered all over the page.

RS: I love that: “A confused mind always says no.” Same holds true if your brand is schizophrenic! So what do I need to do to create a strategy for my content?

BB: My favorite approach is to look at it through the framework of Moves Management. Moves Management is a term used in the world of nonprofit fund development. Here’s one definition: “a system, a process and a plan for building a relationship that moves individual prospects to engaged, passionate donors.” (Alexander Haas Martin & Partners)

I use this expression because I have found that attracting clients is very similar to raising money for an organization. Donors – and in our case, clients – move through a process that is established by the organization. If the strategy is clear and intentional, and the organization knows exactly who it wants to attract, each touch point is designed to shift the relationship to a deeper level of connection. For nonprofits, the lowest level of engagement is awareness of the organization’s existence and being on the mailing list. The highest is a donor who makes a planned gift (allotting part of the donor’s estate to the organization upon the donor’s death).

The donor is not necessarily aware of the moves the organization is putting on them. If it’s all done smoothly, the donor moves from level to level rather seamlessly, and of their own volition.

The same is true for your prospective clients. A well-designed Moves Management process outlines clear steps for you to take (and clear content for you to create) that transitions a client from Casual to Convinced. Just like you don’t meet someone at a party then ask him to marry you, you don’t hand someone your business card then ask her to purchase your Platinum Package.

RS: This sounds just like the sales process or buying process that marketers live and die by. I talk about this in workshops as “Awareness, Education, Consideration and Purchase.” But Casual to Convinced sounds much cooler. What does that mean?

BB: I break the Moves Management funnel into four sections: Casual, Connected, Committed and Convinced. Each section represents a deepening of the client’s relationship and investment.

Casual

Offerings (blog, podcasts, Facebook fan page) at this stage determine a prospect’s first impression of you; they begin the journey of someone knowing, liking and trusting you. In general, unless the prospective client makes a comment or is required to provide an e-mail to access information, he can remain an anonymous lurker. People are standing on the edge of your business, with one foot in, one foot out.

Connected

Information products/services in this category require more direct communication and connection. The client declares herself and decides to share her information in return for a higher level of interaction from you. There is usually an exchange of value, typically of money or an e-mail address/contact info.

The content you deliver (workshops, newsletters, speaking, etc) is one-to-many. Your offerings reflect your expertise in a deeper way than at Casual, and they can be used in one of two ways: 1) give the client enough “DIY” information that she can take it from there, or 2) give the client enough information that he is inspired, curious and made aware of the benefits of moving to the Committed level.

Committed

At this level, the interaction and content shifts from one-to-many to one-to-one. The relationship is deeper and more personal. You’re working together through coaching, consulting, advising, mentoring or providing direct, custom services/products.

Convinced

Working with a client at this level is the end result of her knowing, liking and trusting you. She is convinced that you and your business are the right fit for her needs long-term (which is relative to your business – could be months or years). She becomes an advocate and a source of quality referrals. She’s in love! You are delivering your highest level of services and products, in terms of quality, customization and financial investment.

As you create content, consider where it fits into your Moves Management funnel. Communicate clear benefits to your prospects, and have a compelling call to action appropriate to where they are in the funnel. Having a clear strategy puts you well on your way to getting warm fuzzies in the form of appreciation and compensation!

Dear ambitious friend,

It pains me to see the money that you are wasting, not to mention the time lost and stress created, by turning to the wrong people for your marketing and branding needs. Just yesterday, I heard another tale from a friend whose client is taking branding advice from a website programmer. And it’s bad advice that will cost her way more money in the long run.

Think of your business like your house. Would you turn to your plumber to draw up architectural plans for your new renovation? Would you ask your cleaning person to re-wire your stereo? Would you consult your gardener for interior design advice?

Then why, oh why, do you continue to try to get all your marketing, PR and branding needs met by one person?  Web design, web programming, direct mail, brand strategy, PR, writing – these are noble and important skills that require expertise in specific areas in order to help you meet your goals. Each person is skilled in their craft and understand the nuances of it, to be sure. But asking a programmer what your logo should look like or an SEO expert how to create a brand positioning statement makes just as much sense as taking your sick dog to your dentist.

In the story mentioned above, this client claims she “likes” her web programmer. I’m sure she does. He’s probably awesome…at programming. But that doesn’t mean he understands how to  design a site well, or understand user interface techniques or even how to create a strong differentiated brand.

I’m sorry, but you can’t have it all. Marketing  – and business building in general these days – requires that you put together a team of specialists. When I worked in corporate, I often managed these people together as one cohesive team. And that is what I do for my clients: I am the brand strategist but I bring in designers, email marketers, or SEO experts to deliver on the client’s goals. I stitch the right team together for them to meet their needs. I can’t be all things to all people, and anyone who tells you that is lying.

When you need a business plan, go to a business planning consultant. When you need to communicate things visually, go to a designer first (who can subcontract a web programmer for you if you need to build a website). When you need to get schooled in the fine art of email marketing, go to an email marketing or online marketing expert. When you need a press release or want to get into the paper, seek out a PR consultant or publicist. And when you need brand advice, seek out a branding consultant or strategist.

Stop shooting yourselves in the foot and do right by your business – and save your sanity in the process.

Good luck!

Maria

A fundamental advantage that small business owners have when it comes to brand is that they are so close to their customers. Usually, they started the business because of a personal passion or because they themselves felt a need and strived to fulfill it in the market. DRY Soda, a natural soda company, started out when the founder tried to find healthy, natural yet sophisticated beverages to have at a nice restaurant or a cocktail party.  Baby Legs, which provides signature stylish leg warmers for babies and toddlers, was founded by a young mom who needed to expose her baby’s diaper rash to fresh air while still keeping her daughter warm. These leg warmers protected her from the elements, made diaper changing and potty training easier, and protected her soft knees while crawling.

I had the amazing opportunity to facilitate a brand workshop for a tech company who is trying to clarify their messaging, build brand recognition and generally change the game in their industry. Exciting stuff. We clarified and gained consensus on what business they are truly in, who their ideal customers are, and what persona the company can authentically present to the world.  But all of this was just ‘business speak’.

Finally, in the early afternoon, I tossed my papers aside and challenged the CEO and others, “Let’s back up a second: What is the mission of this company? What greater impact do you hope your software and solutions have on the world?” The CEO didn’t even need a moment to think before articulating his passion about helping match candidates to employers, which leads to more jobs and thriving businesses, which leads to healthy economies – but on a personal level, finding the right job enables people to “send their kids to college” and make their lives’ dream come true.

The room came alive. Everyone from the CFO to the HR Director to the sales directors gave their own spin on this mission and what gets them out of bed in the morning. I pointed out, “See how the energy in this room just changed? This is the spark that will separate you from the pack, inspire businesses to partner with you, inspire talented employees to work for you, attract customers to do business with you. This is the essence of what you guys are all about.”

If you create an authentic brand in pursuit of a higher purpose, you can connect to people as ‘people’ – not just employees, customers or partners. And this will gain you loyalty, attraction and revenue beyond your wildest dreams. It doesn’t matter if you are a ‘solopreneur’ or a 10,000 person company. And only if this mission is authentically lived out through everything your company says and does will it be embraced and believed – you cannot simply ‘slap a coat of brand paint’ on your business with the transparent singular goal of more profits.  If you start with the right intentions and a true passion that is executed clearly and consistently, trust me: the money will follow.

Seattle folks, hope you can join me tomorrow, Thursday August 19 from 8 to 10 am at the SBA office downtown for a dynamic and interactive workshop Build Your Brand and Build the Buzz: Make Your Business Irresistible on Any Budget.  It’s through the WNET program, but men are welcome and do attend these sessions as well.

Discover the secrets of effective branding at this fast-paced workshop.  Follow some simple rules that will ensure your marketing and sales efforts are targeted and more effective than your competition.

You’ll learn how to easily create a strong brand strategy to: 

• Inspire loyalty
• Increase sales
• Outrun your competition
• Make smarter marketing investments 

Brand is more than just a pretty logo.  It impacts your bottom line.  It is your core promise, personality and the value you deliver to customers.    

Register now and join me. And coming up in September, looks like friend of Red Slice Stacey Anderson will be helping you get a handle on all the paper in work and home lives . Wasn’t technology supposed to make things easier? Sigh…I may need to attend that one…..!

Guest blog by Red Slice intern, Suzi An

The advertising environment in 2009 was dark and gloomy due to the budget cuts, causing the industry to face a new reality and evolve. Mainly, businesses and brands hopped on the social network and consumer-generated media bandwagons to create more personal interactions with customers. Ultimately, this brought customers closer to a product or brand, just as marketers had hoped.

So how are businesses (and traditional marketing and ad agencies) expanding to reach all audiences and adapt to the changing world in which their customers live?

1. Optimizing media convergence: As companies reduce their budgets in TV, radio and print, they will put more money and efforts into the online community where the metrics can be measured. To accurately measure activity and link online ads to offline purchasing is crucial in today’s marketplace. In addition, the increase in online shopping has many “old school” companies finally looking to advertise online. In order to deliver a better return on investment, companies will need to close the skill gap – or start hiring really smart people who get it – to more appropriately understand and harness the power of this media convergence.
2. Adapting to smart phones: It seems that smart phones are slowly taking over the world. Almost everywhere we look, someone is jiggling around on his or her fancy sleek phone. So it’s more important than ever to understand in what direction media is headed and what customers are using in order to stay ahead of the game. If mobile media is where everything is occurring, then that’s where the industry needs to be. Meaning, advertising companies will customize campaigns to cater to smart phone media in a more innovative and creative way.
3. Cross-media ad campaigns: In addition to mobile advertising, we see media shifting into new territories such as online and offline video games. In Grand Theft Auto, you may drive past a billboard for McDonalds or some other giant company brand. Because the video gaming community has seen rockstar growth, companies understand that this is a successful and innovative way to promote interactive branding campaigns across screens.
4. Social media: Whether you love it or hate it, you can’t get away from social media. It’s taking over how we interact with anything and everything. This platform will provide a new sales channel for establishing brand and product awareness, taking campaigns further away from traditional advertising and text-based ads. Many of the rules are being made up as we go along, but tons has been written about the proper etiquette for “selling” in social media – and what communities will and will not accept.
5. Valuable and innovative ads: Because this generation of consumers is always looking for something new and lives in a world of constant connection, companies are looking for more creative advertising and content for the online community. This is why we have seen an increase in viral ad campaigns.

What will the next year bring us in advertising? Please add your thoughts in the Comments.

Source: http://www.gourmetads.com/blog/2010-advertising-trends

Source: http://blog.nielsen.com/nielsenwire/consumer/talking-back-top-five-advertising-trends/

Guest blog post by Red Slice intern, Suzi An.

It’s 2 a.m and my boyfriend and I decide to do some late night grocery shopping. Normally, I shop at Whole Foods where I buy the same brand of whole-wheat sunflower bread. But because they close at 10 p.m., I ended up walking down the street to QFC.

“Suz, come look at this.” Roger is awkwardly holding a loaf of bread with bold colors on the packaging.

“What is that? That’s not my normal loaf of bread,” I say. I shrug my shoulders and continue to walk down the bread aisle looking for my sunflower bread.

“Suz. Come read this!” Fussy and defeated, I walk back towards him.

I grab the bright yellow bag from him and begin to read: I was a four-time loser before I realized I was in the wrong game. 15 years in prison is a pretty tough way to find oneself, but I have no regrets… Immediately I am hooked. Who is this guy spilling his life story on a loaf of bread? I continue reading and realize that this guy created his whole brand on his incredibly story. He was in and out of prison for drugs, assault, and robbery until he realized he needed to change his life: A whole lot of suffering has transformed an ex-con into an honest man who is doing his best to make the world a better place…one loaf of bread at a time. My heart sunk. I turn the bread around and see “Just say no to bread on drugs!” and I cannot believe how clever and fantastic this is. I see that the specific loaf that Roger had grabbed was called GOOD SEED. How cute. A loaf of bread named after Dave’s change. Ultimately, it is Dave’s story, a story that is personal and inspiring, that will make his business and brand successful. And the best part, his products live up to his brand promise. Heavenly Texture and Saintly Flavor. His bread is probably the most texturally pleasing bread I have ever tasted in my life. I practically devour the entire loaf in three days. I am beyond obsessed. As a strong supporter of the green movement and sustainable eating, Dave had won me over with his organic bread, compostable bags, the wind farms, and only providing the Northwest with his mouth-watering bread. He believes everyone deserves a second chance, so most of his employees are ex-cons as well. Dave, can you be anymore fabulous?!

I follow Dave on Twitter and I try to see him at almost every festival where he is present. I recently saw him at the Bite of Seattle where I bought six loaves of bread, a T-shirt, a coloring book, and had the opportunity to meet the guy behind the brand. I feel like a giddy ten-year-old girl! The only words that came out of my mouth were, “I am a huge fan and I eat your bread on a daily basis!” Really? How did I become a “bread groupie”? At least once a week, I tweet “How can I get on Dave’s PR team?” I have yet to receive a response but they seem to reply to everything else I tweet about them.

It’s brands like Dave’s that reaches out to interact with their customers, creates relationships, and has a clear vision of what it wants the brand to do that will be more than successful. I am proud to be a consumer of his bread and will follow Dave wherever he goes. So when can I start?