by Melanie Diehl | Nov 27, 2023 | Blog
In my Building a Brand workshop, we dive deep into what a brand actually is, and my students are often surprised at the outcome. If I had to choose ONE concept to focus on when it comes to branding, it would be emotion. What does your ideal client think or feel when they experience your brand, whether that’s your business name or product/service?
Here’s a few examples.
The Brand as an Experience
Your vehicle needs an oil change. You immediately think of a particular service station that you’ve had a positive experience with. That’s branding.
The Brand as a Service
Someone is new to town and needs an oil change and they ask you for a recommendation. You refer them to the service station you use. That’s branding.
The Brand as a Name
You drive past the service station daily on your commute to work. You see their signage and think about how you trust the business and their team, or that you need to get that oil change. That’s branding.
I encourage you to take a moment to consider some of the bigger brands you experience in your life. Think of Apple or Amazon or Nike or Pepsi. Just reading their names has likely already triggered an emotional response. Then consider how your brand can trigger a positive emotional response with your audience so when they’re ready to buy or refer, they think of you first!
Finally, a teaser: we’re refreshing the Melanie & co brand in 2024, so keep your eyes open. It’s going to be GREAT!
Need help with your branding strategy? Schedule a call today!
by MelanieD | Nov 8, 2023
Your brand is not just a logo. It’s the consumer’s overall perception of your business. Small businesses often are competing against big brands with devoted customers and unlimited marketing budgets. It’s important to find ways to stand out with a solid brand-building process of your own. In this session, you will learn how to create a successful brand that is consistent in communication and experience across many applications.
LEARN MORE HERE
by Ruth Fullerton-Reeves | Aug 3, 2023
Your brand is not just a logo. It’s the consumer’s overall perception of your business. Small businesses often are competing against big brands with devoted customers and unlimited marketing budgets. It’s important to find ways to stand out with a solid brand-building process of your own. In this session, you will learn how to create a successful brand that is consistent in communication and experience across many applications.
REGISTER HERE
by MelanieD | Jul 28, 2020 | Blog
Dukes or Hellmans?
Whether it’s a juicy tomato sandwich or homemade potato salad, one thing I know for sure is if you’re from the South, you swear by Duke’s mayo. I know some people who would rather do without than use Hellmans. And don’t even get them started on Miracle Whip!
The same argument can be held for Pepsi vs Coke. And Ford vs Chevy. Most people are very brand loyal. Whether it’s a generational thing, or just a personal preference, many people would rather do without than chose an alternative.
When it comes to offering a service or product–new or existing–to your audience, how will you convince them to chose you? Overcoming obstacles is one of the greatest challenges small business owners and marketers face. And it’s one of the most rewarding. When we can show our audience how we can serve them, and serve them better than they ever imagined, we win.
What obstacles do you need to overcome to reach your ideal audience? Really, I want to know. Email me and let’s talk about it!
In the meantime, I’ll be whipping up another juicy tomato sandwich using my favorite mayo.
