Tagged: brand

Build Interest And Loyalty — Find, Shape And Share Your Best Brand Stories

On Thursday, at the request of my friend Albert Kauffman, I spoke to a gathering of small business owners in NE Portland interested in improving their email and social media marketing.

My challenge was to fit a 20-minute talk inside Albert’s lengthier overview. I explained the thinking behind EC=MC and what owned media is, and how business owners want to serve their audience of customers and prospects with information or entertainment.

I pointed to Red Bull, Patagonia and Mt. Hood Meadows among others who work hard to create content that meets their audiences at shared points of interest.

A lady in the front row asked about fitting product features and benefits in to this media-intensive approach. I said there is a place for product, and this is where advertising and content can converge.

I played a podcast from Oakland’s Blue Bottle Coffee to illustrate the point.

During the Q+A at the end, Albert kindly asked about the services Bonehook provides. This gave me an opening to discuss how brand identity is closely tied to brand publishing.

I explained that the foundation of one’s brand house must be addressed before high-concept editorial work begins. This might include a logo refresh, new website, traditional advertising or a design upgrade to one’s retail or office space. Once a company’s brand house is solid, then we can focus on finding, shaping and sharing its best brand stories.

Brand Is All

Brand is all.

I repeat this to help ease your mind about marketing’s role in operations.

Operations–or how a company does what it does–impacts brand.

Brand is all.

Let’s unravel this.

Brand is all means every interaction a prospect, customer or employee has with your company is marketing.

The retail experience is marketing.

Customer service is marketing.

Product is marketing.

Accounts receivable is marketing.

Product, customer service and the very human retail end of the sales funnel are all massive pieces of the overall brand experience.

People and product–not advertising–is what actually shapes customers’ opinions and in the best cases engenders brand loyalty.

Advertising is a compliment, like a nice dill pickle.

Brand is all.