 |
|
The source of the best business, financial and legal news |
|
|
||||
|
||||
|
||||
|
|
|
|
|
 | |
| |
 |
Business Informations |
|
|
|
A Successful Failure
A successfully positioned business sometimes doesn't win a new client. And that, my friend, is the point. Let me illustrate with an anecdote. Recently I was making a new business pitch to a Charlotte area professional services firm. The second meeting took place after I had provided a detailed proposal to the company on how I work. From the two meetings and the proposal it was made abundantly clear that I take a comprehensive, strategic approach to communications. One of the partners asked me if there was a "PR light" alternative. This meant that he wanted a tactical program that required very little involvement or input from him and the other partners. I assured him there was, but that was not my approach. I guess I could have taken the company's money every month just to perform a few tactical activities, but it would have been wrong for both of us. I wouldn't feel right taking their money, nor would I be happy implementing a program that a PR intern could accomplish easily. Needless to say, the firm selected another communications agency. To understand why this new business loss was a success, we need to look at a definition of positioning. Positioning Defined An organization's brand identity must be a reflection of three things: market perceptions, the organization's acumen, as well as its aspirations. Positioning is where these three elements overlap. The point of positioning is to develop a platform from which all communications emanate. Positioning defines who we are, the kinds of customers we want, how we will compete, and how we are different. So, before you can hone your brand identity, and before you develop and implement a communications plan, you must approve a positioning statement. From a communications standpoint, it is the heart of your brand. Let's look at the elements of positioning: Market. The kinds of clients we want to do business with. Hoover ink's market definition is: For organizations that are serious about their success and that understand the need for focused communications, Competitive Offering. The products/services and/or type of service we will provide. Hoover ink's competitive offering is: we are the PR and marketing firm that carefully defines its clients' audiences and develops market-based positioning, Differentiation. The benefit that makes us special. Hoover ink's differentiation is: so that we can help our clients communicate to all of its constituencies clear, concise messages that have a bottom line impact. When the prospect called to say they had selected another agency to handle its PR program, I was told that my approach was too strategic and comprehensive. I'll take that as a compliment any day, and as an indicator that my positioning is on track. Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Levolor, New World Mortgage, North Carolina Tourism, TeamHeidi, Ty Boyd Executive Learning Systems, VELUX, Verbatim and Youth Link USA.
MORE RESOURCES:
branding - Google News |
|
|
|
RELATED ARTICLES
When Search Engine Marketing and Trademarks Collide In the world of marketing, branding issues are always an important part of any campaign. Companies work hard for their name to be recognized as a quality organization and a leader in their field. Britney Spears Branding How would you like to sell as much in one year as Britney sells in one day or in one hour? Have you put much thought into how marketing empires are created? If you're selling anything then you're a marketer and you should study the biggest successes to follow in their footsteps.We've all heard of branding, but do you do it? Have you branded yourself? If you have, are you expanding your marketing opportunities with your brand?Once you've created a name, built successful marketing campaigns and gotten people to know and like who you and your company are don't stop there. Importance of Branding - Whats in a Name? Branding is perhaps the most important facet of any business--beyond product, distribution, pricing, or location. A company's brand is its definition in the world, the name that identifies it to itself and the marketplace. A Lesson in Branding from Paris Hilton I have never been a fan of Paris Hilton.I see her parading around in her odd-looking clothing choices, leading her loyal following of giddy anorexic schoolgirls around by their noses, and I think, "Skank. Corporate Internet Branding - Branding Your Business Online Let me tell you a story about Pete and a pizza. After a long day of fighting uncooperative pipes and fixtures, Pete P. Tips for Creating Brilliant Business Names Imagine if Yahoo! had been named TheInternetDirectoy. Or StarBucks was christened "Premier Coffees". Branding Yourself To Increased Profitability Successful Realtors know the importance of branding their identities into the consciousness of the communities in which they live, like the big boys; Pepsi, McDonald's, Burger King, and other companies we know and have come to trust.Why is branding important? Think about it! When you want a soda do you buy an unknown off-brand just because it's cheap?Or, do you reach for a Coke? I'm a Pepsi guy myself, but you get my drift!And why do you do that? Because there's comfort in familiarity and you know what you're getting when you buy it. Business Image One of the most important things in a business is a clean image. I started a small business when I was twelve years old and built it up in a very large small business and then franchised the business. Franchising is Virtually Fraud Free The number of complaints to the Federal Trade Commission on Franchising do not indicate ramped fraud in the franchising sector. The FTC before Congress gave a report showing that the number of complaints was fewer than one tenth of one percent, lower than any other industry. Differentiate and Dominate Quite often small business owners will ask me to reveal the most powerful marketing strategy I have seen. I can say without hesitation that the most powerful marketing strategy has little to do with advertising, direct mail, web sites, referrals or blogs. Articles: The Perfect Branding Tool If you own a web-based business, you're probably aware of the need for things like link exchanges, lead-purchasing, SEO copy, banner ads and all of the "traditional" ways to get exposure on the World Wide Web.But did you know that article marketing is by far the best way to build your brand while at the same time increasing your exposure?Web articles. Brand Strategy - Brand Identity Guru If you could have the secret recipe and all the manufacturing facilities of Coca Cola but not the Coca Cola brand-or have its famous brand but no facilities-which would you choose? It's not a trick question. But it demonstrates the power of the brand. Picking The Design Company Which Is Right For You So you've decided to go for it-you're ready to choose a design company to create your logo and other marketing materials. It seems easy enough. Eye On The Pie: Branding From an Investors P.O.V. When building a business as a brand it's important to avoid a myopic view and consider another important aspect of the business game as well-- investing. After any amount of toil and hard work to create a valuable product, service or company the big game is when you go public-- when money-minded people want more, they want a piece of your brand pie. Brand Boring or Brand Buzz? I heard an advertisement on the radio the other day that surprised me, not because they were saying anything noteworthy, but because it was so banal. It was a national company's ad. Extreme Makeover - Small Business Edition Have you ever watched one of those home makeover shows? You know the scenario. The homeowners have decorated or remodeled their house all by themselves. No Logo? Launching A Business Without a Logo Can Sabotage You Initial lack of customers and cash flow often causes a small business to put off designing a logo and marketing materials professionally "until [they] got a few clients" or "until [they] get started." Designing their own marketing materials when they launch their business, instead of having them professionally created, will make getting those initial clients more difficult, and may result in a business that will not succeed. How Important it is to have a Professional Logo Design for your Business? There are a lot of things that contribute towards the success of a business. Having a good quality product doesn't necessarily assure the success of a business. The Big-Pay Off -- Brand Value Many CEOs and marketing directors find their time wasted evaluating marketing opportunities instead of acting on them. When every possibility is followed, a meandering trail of hit and miss effectiveness is the result. Santa - The Brand Every Christmas Eve, a burglar named Santa busts into homes around the world, but he has never been charged with B&E. He has one of the best, most positive brands around and it continues to inoculate him against any hint of impropriety, as it has for generations.
|
| home | site map |
| © 2006 |
|
|
|
|
|
|
||||
|
||||
|
