We first start by reviewing their business goals, and then through a series of strategic questions, strip away key information to get to the core of who their business personality is. 

Let me first start by saying that a brand is not a logo. This is quite often the answer I get when I ask business owners what they think their brand is. It is also not an ad design, or a brochure design which might have been done more than 5 years ago. 

The challenge for most businesses is that when they think of their own brand, they are only seeing it from their perspective. It is the biggest mistake which businesses make when trying to define what a business personality should be. 

If you find yourself saying things like, “My brand is about excellence, quality, service… etc” or any other generic value proposition which has no intrinsic value to the consumer, it is time to revisit your brand. These words don’t create clarity around a brand, but muddy up the message, because everyone else is using the same value propositions, and this is generally the perception of the business from a business owners’ perspective and not your clients and potential customers. 

So, how do you figure out what your business personality is? 

Ask your clients. They have a perceived idea in their minds on what your brand is. Why did they choose you over someone else? Was there a specific skill, service or product which attracted them to your company? The more you ask your clients, the clearer your own brand becomes. (There are other ways to work through this process, such as hiring a reputable branding agency who will guide you through this process as well)

 With some strategic research around trends in design to stay fresh and relevant, then, tying these insights into the emotional aspect of your business, you can get clarity on defining your brand, and it becomes a matter of “dressing” it up with the right creative.

October 15th, was the start of the project, and despite a heavier than normal workload, we achieved a “live site status” within two weeks of starting the project.

I can personally speak for team in saying we are proud of the new website, and this marketing initiative will provide us with the flexibility over the next few years to really grow with the technology coming online today.

I look forward to your feedback.

Harm Geurs

The name of the corporation and its catch line should reflect its belief like Wal-Mart, which says that it sells for less. A logo should also be designed accordingly. Like the corporation FedEx has an arrow incorporated in its logo which depicts its fast and efficient service. Once the image is created by the corporation the next step is advertising and product distribution in the market. Like if the corporation creates luxury products, they should rope in big names in the advertising experts and the models to be featured in these ads should be super stars. Likewise, they should not distribute their products to every other store; instead they should target more hi-fi malls. Time to time, advertising and branding budget should be reviewed to cut down on cost and to be in-sync with the technology. This also helps in revamping the corporate image according to the fast changing demands of the consumer.

Testimonies of news papers, magazines, and labor union can deteriorate a well-created corporate image. Simplest of controversies can be exaggerated by the media and spoil the name of the company. Controversies are born by the interference of organizations related to environment, religion, crime, politics, education and charity. Government, too, is another powerful and influential organization by itself.

Once the corporate image is created, it should be retained. It should not be like here today and gone tomorrow. This image should be reflected in all the brands and product line of the corporation. Even if one of the products isn’t up to the mark, it will lead to confusion among the consumers and will hit the sales of the company. Like recently there was controversy about a particular contact lens solution of a company. It was supposed to be infecting the users with a rare disease. This not only affected the sales revenue of that particular product but also made the customers think and raise question about the authenticity of other products of that particular company.

Another company’s products had hidden non-vegetarian ingredient in a vegetarian product. This led to the decrease of trust among the customers. In such a case the company should either advertise itself as a company selling non-vegetarian food or it should invest in promoting the company as vegetarian by introducing more vegetarian products. So the image of each individual product of the company makes up for the complete image of the corporation. And last but not the least, the image should be very realistic, truly representing its values and should leave a personal touch with the consumers.

THE TOOLS OF EFFECTIVE COMMUNICATION ARE BASIC. HERE’S A COMMUNICATION SKILLS CHECKLIST FOR A QUICK REFRESHER:

Eye contact: The next time you are at an event, have a look around the room. How many people are actually looking at the person they are talking with? The expression “shifty eyed” came about for a reason. When you are conveying something important, stay focused on your receiver. Saying “I’m sorry to hear that” or describing a key point while looking past their left shoulder kills the impact of your words.

Body language: Crossing your arms or legs does send a message,
as does shifting away or leaning towards
someone. Be aware of yourself, and keep your words and body language
consistent with each other.

Active listening: Nodding your head, making encouraging sounds, leaning
forward and good eye contact all tell someone you are listening to them. Wait a beat before you respond to make sure they are truly finished speaking. Good listeners stand out, especially in these days of constant external stimulus.

Checking in: Don’t assume. Re-frame, summarize or rephrase what you have heard. “So, if I’ve got this right….”, “I just want to clarify…”, “Can I recap?” all tell your partner in conversation that you have been listening and offerS them an opportunity to clarify. It’s critical in any business discussion- equally important in personal ones. Miscommunication results in time loss and in relationships lost, and can often be avoided by simply checking in.

Feedback: Giving effective feedback is tricky. Here’s a couple of things to keep in mind:
•    Ask permission before you offer a suggestion or advice, i.e. “Can I make a suggestion?”or “I have an idea- would you be open to some feedback on that?”.
•    Be specific. Telling an employee that they are doing a “good job” is nice, but unhelpful; giving them an example of something they did helps illustrate what you consider to be a “good job”.The same principle applies to constructive feedback- be specific about what the action was, what the result was, and what could be done next time (engage the receiver in the problem-solving).

Think before you speak: If you’ve been asked a difficult question, tell the person doing the asking that you need to think about your answer, or re-frame the question (“so what you’re asking is…”), to buy time. Either way, you are showing respect for the question asked.
Elementary, maybe. Fundamental, yes!

Submitted by Jacquie Thillaye
www.shapecommunications.ca

Still unsure what those 2D square boxes with the black on white symbols are for?

QR (Quick Response) codes are popping up everywhere and they have many people trying to decide whether they should run away, or scan away. What, if any, benefits might there be to this little black and white box?

In fact, QR codes can enhance the consumer experience. Thanks to QR codes, people no longer have to type in website names or destinations to retrieve information that is typically provided through offline sources, such as brochures, signs, retail displays, t-shirts, business cards and more. They simply scan the code (using the camera function on their cell phone) and access the information on their mobile devices.

What a timesaver!

Using QR codes, people can visit websites, “like” businesses on Facebook, check in to locations, see images and video, send emails and texts, and dial phone numbers, to name a few functions…all depending on the information stored in that little black and white box.

QR codes will often take users to coupons or vouchers that can save them money, right on the spot. Plus, potential homebuyers can now scan QR codes on “For Sale” signs and be taken immediately to property detail. ice feature!

One great benefit has come in the area of ticket sales. Instead of having to print out tickets to movies or concerts, ticket holders can produce virtual tickets on their mobile devices with proof-of-purchase embedded in a QR code that gets scanned at the door. Easy, efficient and earth friendly as it reduces paper waste.

An extension of this is paperless travel. Gone are the days of worrying whether printed tickets are in hand. They can be stored safely on your mobile device and scanned using QR codes as you get on the plane.

In addition, each time you scan you’re providing companies with information for market research that will help make your future shopping, travel or other experiences even better.

These are just a few of the uses of QR codes, and undoubtedly even more creative ones will arise. Amazing how a small black and white box can have such a big impact on the consumer experience.

My advice? Scan away.

If you’re left feeling summer burnout when your employees take vacation for weeks at a time and you find yourself scrambling around the office hoping for some sort of miracle, don’t stress. Take action!

Breaking through the tough times is possible using one key initiative: marketing.

”Most people don’t make big decisions in the summer because they don’t have the capacity to make those decisions – their staff’s not there, the other key members of their team aren’t there to help them with those decisions,” says Harm Geurs, publisher of Mingle Magazine and business owner of Apeeling Orange Design Communications. But that doesn’t mean you shouldn’t be proactive.

Geurs says marketing during the summer can lead to your business coming out on top. Getting exposure during a downturn can ensure your business doesn’t get washed up in the waves.

Every business is different and unique in its own way; one of the biggest challenges a small business faces is figuring out what they need to do in terms of marketing their distinct business.  There are things to keep in mind when choosing the best marketing route for your business. Here are some key considerations:

KNOW YOUR BUSINESS CYCLE: Your business cycle can help determine the timing of your marketing. Harm suggests going back to have a look at the highs and lows of your business over the last few years will give you a pretty clear picture of your annual business cycle.

“Once you know what your business cycle is you can start pre-planning your marketing around it. Sales drive everything in business and unless you understand this and stay on top of this, you will be behind.”

Geurs recommends you try to market your business a little before the traditional lull in your sales cycle to ensure that your sales will be maintained.  When you look at your sales cycle, you need to determine the amount of time it takes to close a sale. Then you can figure out when you need to do extra marketing to counter the effects of a lag in sales. It is about the close, because once you have the sale in hand, you should be able to put it through your system and you have the control at that point…”

“If you have a monthly sales cycle, or your sales cycle takes up to 3-6 months to close as is the case in our business, then you want to market an appropriate number of month’s out, whether it is through networking, traditional media or new media. ” explains Geurs.

DEVELOP A STRATEGY: Developing a strategy can solidify your business’ goals, and as a business owner you should be building marketing into your business strategy.

“Strategy is everything,” says Geurs. “Marketing is more than just re-vamping your website or putting an ad out; it has to be in line with your business goals.”

POSITIONING YOUR BUSINESS: After you determine when and
how you will market your particular business, you need to properly execute the task.

“When you build your marketing products you need to know what your message is that will connect with your consumer,” said Geurs. “Connections are built when your marketing is on the same level emotionally with your clients.”

Ask key questions – is this the right ad for this time of year? What marketing products have given me success in the past? If you have never marketed a product before focus on aligning yourself with media that gets your product in front of your target demographic.

ASK AN EXPERT: You might be a great business owner but if you have no understanding of marketing, you should get help. You probably have an accountant and lawyer you consult for their expertise, why not a marketing advisor? “Talk to a professional,” says Geurs, “it will be worth it in the long run.”

“People misunderstand marketing and sales; they’re not the same,” he explains. “Marketing is exposure, sales is sales. However you can’t separate the two because your marketing will determine how effective your sales are.” And don’t forget your sales cycles trigger your marketing.

The key is to customize your marketing approach, then implement what works for your business.  There is no marketing cookie cutter, nor should there be. A really good marketing strategy will help your business stand out for its singularity. After all, there is only one you, and by extension there is only one of your business, no matter what your product.

When it comes to marketing, one size just does not fit all.

————————————————-

Interview with Harm Geurs, Principle
Apeeling Orange Design Communications

Submitted by Aly Thomson
Find her at www.alythomson.com

The relevance of face-to-face time with prospective clients cannot be understated.  A strong relationship with clients and prospects does many things:

• It helps to solidify your brand presence in the marketplace with positive word-of-mouth.
• It increases client retention.
• It encourages referrals.

The question is, how do we create trusting, long-term relationships that are authentic, and that have a chance of converting prospects into loyal clients who champion your cause?

Relationships are built on trust, and trust isn’t something that happens as soon as you meet someone. Think of one of your stronger personal friendships. Chances are that most of your strong friendships were not built overnight. Time and energy were spent in getting to know one another, identifying similarities in your lives, and building up a level of confidence in one another that eventually led to a strong, trusting friendship.

The same goes for business relationships. Building an army of committed clients is an on-going process that both starts- and ends- with trust. Time must be spent interacting with people, both on a business and (if appropriate) a personal level. Where do we find the time in our already crowded schedules? This is where networking comes into play…

Networking is essential for most business people, but especially for small business and entrepreneurs. Over time, the relationships that are formed through networking can lead to sales and referrals that help propel your business to success. Here are a few guidelines to consider for successful networking:

Don’t be shy. Remember that at business networking events, everyone is there for the same reason. People expect to be approached. It’s also OK in most cases to join in on a conversation in progress – just wait for the opportunity and jump in. Introductions should quickly follow…

It’s not about you. There’s nothing worse than being trapped by someone who hammers you with the features and benefits of their product or service. Instead of talking about yourself, try asking questions that demonstrate a genuine interest in the other person. A great rule of thumb is the 80/20 rule – let the person you are speaking with do 80% of the talking!

It’s good to help others. If you’ve just met someone, introduce them to others in the room. A quick introduction to the right person could have a huge impact on their business and they won’t quickly forget you for this. If there’s another way you can help out, do it – and do so without an expectation of anything in return. A true measure of a person’s character is how they treat someone when the other person has nothing to offer them.

Follow up, follow up, follow up! A quick phone call, email or hand-written note a day or two  after meeting will set you apart from the crowd. Better yet, invite the person out to coffee in order to get to know them better (not to sell them on anything).

Never stop networking. Many business owners make the mistake of ceasing their networking activities once their business has taken off. Sometime down the road, during the next economic crunch or stale business cycle, they decide to take it up again in order to boost sales. But by then they may have lost most, if not all, of the strong connections they had made when they first started out. They are, in effect, starting over in rebuilding those essential relationships that brought them their previous successes.

Networking can be fun, profitable and a great way to meet people and gain new friends! Try out one of these local networking events or groups. Both you and your business will be glad you did…

Submitted by Derek Kaye, Director of Operations at Apeeling Orange.
Find him at derek@apeelingorange.com www.apeelingorange.com

Over the past decade, social media has become one of the most effective and powerful change agents in society – recent world events are a prime example of this. Because of social media, individuals connect with strangers living on the opposite side of the globe.  Politicians communicate their platforms in humorous and novel ways to speak the language of technology-driven youth. Business owners increase their revenue by tweeting, posting and blogging, and sales are made from around the world.

Using social media to achieve positive change and give back to society embraces the spirit of philanthropy at its most basic level: giving of oneself to positively impact others.

Why would you, a business person whose goal is to make sales and increase revenue, spend time “giving back” through something as seemingly trivial as a tweet?

One would hope the reason is at least partially “because it’s the right thing to do.” However, giving back has rewards that extend far beyond the altruistic ones. Zig Ziglar once said, “You can have everything in life that you want if you will just help enough other people get what they want.” Bottom line…giving back will build bigger business!

Why? Today’s consumers want more than sales pitches. They want to know and trust the companies with whom they do business. By giving, your business can build relationships and create solid foundations of trust that will keep your clients coming back.
How can you accomplish this…in 140 characters or less?  The “secret” is to offer real value that gives people something they need. Educating and inspiring are the two most effective methods of giving back through social media sites such as Facebook, Twitter and LinkedIn.

You can educate in a wide variety of ways, many of which can be accomplished within 140 characters to meet Twitter guidelines. Linking to informative articles is a powerful way to educate your target market and to offer information that is truly beneficial. Articles should be related to your profession so they serve to brand you as an expert in your field.

One trick to make posts fit within Twitter guidelines is to use a URL shortening service like bit.ly (http://bit.ly/). However, simply posting a link is impersonal. Instead, include a brief introduction or explanation that will encourage people to read the article.Hint: using keyword phrases in posts will enable search engines to find them! For example, you might tweet the link to a helpful article in this way: Very interesting article with tips for Halifax small business success:
http://bit.ly/hcU5mp. It’s less than 140 characters, offers helpful information and will appear in search engine results when someone types in one of the phrases “Halifax small business success” or “tips for Halifax small business.”  The key for this to be successful is using specific keyword phrases; broad ones still speak to your followers but will not deliver search engine results.

Another way to educate your audience is to offer a brief suggestion in the form of a “tip of the day.” This is a simple way to provide valuable information and demonstrate expertise. Offering short, sweet tips makes it possible for readers to walk away with something beneficial every day.

In addition to informing your audience, you can inspire and motivate your friends and followers. Linking to inspirational articles can be effective, and posting motivational quotes is an easy way to inspire fans. Keep in mind that even these types of posts should be related to your profession. A word of caution: posting religious or political quotes may inspire some but simultaneously alienate others.

The bottom line is this (in 140 characters or less): Giving to others through social media marketing is personally and professionally rewarding. You truly can do well by doing good.

Submitted by Frances Leary Find her at www.wiredflare.com
Contact her at: frances@wiredflare.com

If there is one thing that business should be built on it’s the idea that people, and more importantly the relationship that you hold with those people, are the keys to creating and maintaining success. No matter what model your business platform is built on, customers are what will keep you running. So finding that all-important way of getting them on board to what you’re selling and then keeping them there has got to be essential.

How does your business deal with people? Whether those people are clients, consumers of your product, your sales team or merchants that you deal with on an ongoing basis – what is it that your company does to make a lasting impact? At the end of the day, people want attention. They want to be noticed. They need to know that they’re more than just a dollar sign and it’s creating these solid relationships, ones that truly have trust, that will give you an upper hand.

Always include people- and include them in anyway that you can- because this is what they want. Make them feel as if you’ve thought about what you’re offering in more personal terms (Do I like it? Would I buy it? Is it worth it?). If you can sit there and answer questions like these in the positive, chances are your clients/consumers will be attracted and receptive as well.

You’ve also got to think about communication. Talking and opening the floor to the people you rely on to succeed makes sense; but surprisingly not enough businesses (big or small) get this right. Let people know you’re around and that you want to hear from them. Wouldn’t it be easy to ask them what they want, deliver it and then get amazing results? It sounds far too good to be true but, in reality, it is so much easier than you realize.

Doing business is really all about figuring out how to keep everyone interested. The battle to get it right is one that every business constantly fights; consequently, figuring out what makes your customers tick has to be a top priority. Being conscious of who your target market is and what they desire most is the answer to creating relevant opportunities.

Maintaining an online presence is essential in marketing these days; an active life on Twitter and Facebook and other social networks keeps things feeling fresh and friendly. When everything is in place, your clients end up being able to rely on you to keep them current; bringing them great offers or sharing breaking information encourages them to feel like they’re a part of something. They start to look to you to keep them up to date. Invite them to subscribe, to chat, to ask questions (and be prepared to get the answers) and to share ideas – constantly.

Unite with who you do business; they are you, and you are them; and, with that as your mission, success will always be possible.

Submitted by Taylor Marsden for TeamBuy.ca
Find them at www.teambuy.ca or contact them at: info@teambuy.ca

Mingle publisher and partner of Apeeling Orange, Harm Geurs, put together these thoughts on effective branding for our March/ April 2010 issue. With talk of more economic doom and gloom, knowing how to use your marketing budget effectively is key. (J.T.)

Do any of these scenarios seem familiar?

Scenario 1- You’re in a large room full of people and you’re supposed to be meeting lots of potential leads. However, every time you start a conversation with someone about your services, you get the cold shoulder.

Scenario 2 - You’ve spent a lot of time thinking about your products and services, and you want potential clients to know about them. The ad went into the paper yesterday… and still no calls. This is the third time you’ve tried print as a medium, and you figure it is the last time you are willing to throw good money away.

Scenario 3- You’ve spent a lot of money putting your website together, and you can’t  understand why no one seems interested in the site…. especially since you have the best products on the market!

The common denominator? In all three scenarios, the focus is on the thing- the product or service- but not on the identifying features that reflect how those products and services can help your clients. In other words, your company’s brand. Owning a successful business means understanding your clients and their needs, and how your company connects with those clients on an emotional level by fulfiling those needs.

Branding: the building blocks of your business
As a business owner, it is crucial to understand the emotional connection people have with your brand. Branding is more than a logo, website, brochure or any other marketing collateral (materials or mediums) your company produces. When the topic of branding comes up, there are generally two reactions expressed:  “I don’t have the money to do branding properly” or “ I don’t want to change because what we’re doing right now works well enough.”

Not wanting to spend money when you have no money to spend is understandable. But when you plan the next steps for your business, ask yourself the following question: «Who will want to buy my products?»  It is vital to be clear on this and not to confuse it with who you want to buy your products- if you’re honest with yourself they may not be one and the same. Not everyone will want your services, and marketing to the people who don’t is an obvious waste of time and money. So know your product and learn your demographic.

To understand your demographic, you need to ask a variety of questions:
• Who is currently buying my product?
• What age group do they fit into?
• Where do they live?
• What are their values?

The more detailed and specific you can be in defining that demographic the easier it will be to create an image that connects with your clients.  Determine their age, gender, race, interests, and anything else you can nail down about the users of your product.

Create a position for yourself in the market
Does your marketing statement or tagline capture the essence of your company? Does it tell people who you are? Positioning yourself with a tagline is crucial, because it educates and informs potential clients about your products and services. Having a tagline is crucial for a second reason in that it allows you to create compelling marketing collateral for your business. Your marketing collateral consists of any product you develop to market your company. It can be an ad in the newspaper, a billboard, your social media efforts- right down to the way you dress.

“Service, quality and reliability” does not a tagline make. Generic statements have no bearing on your company. While they may be benchmarks for good business, they do not identify your business; your tagline must connect with your potential clients on an emotional level. It has to reflect your business and capture an audience’s imagination.

Here’s a few that have had lasting impact:
Got milk? (1993) California Milk Processor Board
Don’t leave home without it. (1975) American Express
Just do it. (1988) Nike We try harder. (1962) Avis
Tastes great, less filling. (1974) Miller Lite
Melts in your mouth, not in your hands. (1954) M&M Candies
Takes a licking and keeps on ticking. (1956) Timex

Creating the brand promise
Once you find your snappy tagline, it is time to connect your tagline with your clients. This means  creating your brand promise, what it is you promise to do for your clients, because this is how you will shift your position in the marketplace. It’s not about you or your product, but about how you can help your clients; it’s what makes you different from the others and it is crucial in building your brand. Once potential clients understand that you’re going to help them, that it is your company’s premise and promise, then all you have to do to gain that long-term client is… live up to it.

The Next Steps
Your brand promise has to be reflected in all facets of your company, and it will require you to analyze the interactions you have with your clients. Ask yourself these questions:

• How do I start a conversation when I am at an event?
• Do I make an effort to discover something unique about the person I am engaging with that will help me build an emotional connection with them?
• Does my marketing collateral get my company in front of the right demographic and connect it, on an emotional level, with the right potential client?
• Is my company and its marketing collateral presented in such a way that it is anchored to my tagline?

Explore the finer points of your brand and you’ll see yourself connecting with clients in ways you never expected. And for those who feel that maintaining your existing marketing efforts is good enough, consider that your competition might, at this very moment,  be exploring the opportunity to position itself in front of your clients.

“The business that considers itself immune to the necessity for advertising sooner or later finds itself immune to business.”
–Derby Brown

Submitted by Harm Geurs.
Find him at www.apeelingorange.com