Posted by Vicki Moulton on September 28, 2010
You see them everywhere, those little taglines designed to bring a company’s purpose to life. Some have even been set to music (remember “plop plop, fizz fizz, oh what a relief it is”?).
If you’re a business owner, you’ve probably been through the exercise of creating your own slogan. But have you ever stopped to think why some slogans stick with you, even after just one viewing?
The slogan’s job is to raise a question, touch a nerve, or identify a need. The slogan is not your only marketing tool, and therefore it does not need to be all things to everyone.
The slogan IS…
- an enhancement to the overall brand
- focused on the customer benefit and/or key differentiator between you and the competition
The slogan IS NOT…
- a definition/explanation of the company name
- an explanation of the logo design
- a literal statement about how the company functions
Think about some memorable brand slogans and how they say a lot with very few words (and remember that all of these companies hired big ad agencies to create these slogans–all trademarked and used here for illustration purposes only):
- Nike: Just do it
- Kaiser Permanente: Thrive
- Avis: We try harder
- MasterCard: Priceless
- GE: Imagination at work
- Allstate: You’re in good hands
- ING: What’s your number?
- Weight Watchers: Watch yourself change
- Capital One: What’s in your wallet?
- Taco Bell: Think outside the bun
I particularly like that last one. There’s something clever about how it takes an overused business term and turns it on its head while slamming the competition. (Or maybe it’s just time for lunch.)
Posted in communications, MarComm, marketing, messaging | Tagged: brand enhancement, branding, clever slogans, communications, customer benefit, key differentiator, MarComm, memorable slogans, overused business term, slamming the competition, slogan, small business, taglines, the slogan IS, the slogan IS NOT | 1 Comment »
Posted by Vicki Moulton on April 1, 2010
If you’re having the kind of year I’m having so far, then you’ve probably been struggling a bit trying to find the right kind of client for your business. You know, the kind that appreciates what you have to offer, wants to work with you right away, and remains loyal for the long term. In other words, the absolute ideal.
I found this article by Angie Segal of Action Coach very inspiring. It’s reprinted here (in edited form) with permission.
“What Kinds of Customers Are You Attracting?”
How do you get the customers you want and deserve? Are you randomly stabbing at the marketplace, or do you have a plan for getting the type of customer you want to work with?
Here are some tips for planning to attract the ideal client:
First, decide who your ideal client is and write it down. What size are they? Where do they operate? What do they look like?
Next, describe this ideal client to everyone in your sphere of influence. Communicate this clearly. Then ask your partners and alliances to describe your ideal client. How they answer this question will tell you whether you’ve been specific enough.
Find out where you can interact with people who fit your description of the ideal client and attend those functions.
Finally, look at yourself and make sure you present yourself in a fashion that would attract those people. In other words, dress for the job you want.
Clarity is a key element in finding your ideal clients. Once you are clear on whom you are trying to meet, and your actions are in line with that, it’s easy to find your ideal!
Posted in communications, MarComm, marketing, messaging, networking | Tagged: Action Coach, Angie Segal, attracting ideal clients, audience, client, communications, dress for the job you want, law of attraction, marketing, networking, planning to attract the ideal client, relationships, small business, sphere of influence, strategy, target | 1 Comment »
Posted by Vicki Moulton on November 16, 2009
I am pleased and proud to help announce the launch of JennyNess Designs, the new freelance design business of my incredibly talented logo designer and fellow networking colleague, Jenny Ness Decker!
Here’s Jenny in her own words:
I’ll finally be leaving my day job in January to launch a new career. I’ve published an online portfolio at jennynessdesigns.com. I’m looking for job opportunities (both full-time positions and freelance jobs) so please keep me in mind if you (or someone you know) are in need of design services.
I am more than happy to provide a recommendation for Jenny’s work. She’s the best!
Full disclosure: Her new website features a bit of marcomm direction and messaging help from Movick Marketing. (Glad to help, Jenny!)
Posted in communications, freelance, MarComm, messaging, networking | Tagged: artist, colleague, design services, freelance, Jenny Decker, JennyNess Designs, job leads, launch, logo, MarComm, networking, online portfolio, recommendation, website | Leave a Comment »
Posted by Vicki Moulton on October 7, 2009
I’ve been looking over my notes from the “Brand Reinvention Summit” (yes, this makes post #4 about this event… so sue me). Besides the authenticity theme, I found some other good advice, common to most of the speakers, that I wanted to share here–in particular, the idea of connecting with others through and with your brand.
With the following list of quotes, I’m giving each expert due credit:
Kaira Rouda (Founder of Real You and Real Living): “Today’s business is based on true connections, on networking. The way to connect is to tell your story. It helps your customers and employees understand you better.”
Mary van de Wiel (Brand Analyst, Master of Zing): “Make a connection… The explosion of social media has fed the human desire for connection… It’s about telling stories, being one-on-one in meaningful relationships. It allows people to see that you ARE who you say you are. When you feel connected, in a group especially, you feel supported.”
Anita Campbell (Founder/CEO of Small Business Trends LLC): “Are you different? Can your clients connect with you, communicate with you, develop a relationship with you? The client needs to feel comfortable with you as a person. This is not a business-to-business relationship we’re talking about: it’s person to person.”
Anita Campbell: “A passion, a hobby, a travel destination–something like this might be the one thing that sparks the interest of a potential client. You would never know this if you didn’t share it. You want to work with people you like, and so do your clients. This kind of information could provide a common thread.”
Simon Sinek (Author of Start With Why): “Are you courageous enough to be completely open and honest in your business? People tend to be very insecure about how they’re perceived by the world around us. But if you’re honest, people will be drawn to you and put their trust in you.”
Liz Taylor (Founder of Wow-at-Work.com): “Share and bounce ideas off of other people. Connect with others. Get those ideas out into the open. Be provocative. Take a risk.”
Posted in communications, MarComm, marketing, messaging, networking | Tagged: branding, client, communications, connection, marketing, networking, relationships | 1 Comment »
Posted by Vicki Moulton on October 2, 2009
So far I’ve listened to 3 out of 10 of the 1-hour interviews with branding experts that make up the “Brand Reinvention Summit” webinar (see previous post), and that took the better part of one day… with constant interruptions, of course. I have until tomorrow morning at 10am to get the other 7 done before the “free” part of this webinar disappears.
There is absolutely no way that I can get through the whole interview library before tomorrow at 10am, unless I stay up all night. That means I have to make do with the information that I have time to listen to (and hopefully get some notes from a friend who also signed up for this).
The way this thing is set up, there is no possible way to download anything for later listening. In fact, you can only listen from beginning to end, with a pause capability but no fast-forward or rewind. To get those conveniences, one must fork over hundreds of dollars to the webinar creator, Mary van der Wiel (“call me Van”). This is a brilliant business move on the part of Van, but it’s incredibly annoying for (full disclosure here) working moms like myself who (a) never get more than 15 minutes at a time to focus on work while the kid is awake and (b) don’t want to pay such a high price.
Anyway, so far I’m finding the content to be pretty useful, if a bit heavy on jargon and light on substance. I will post a more comprehensive review over the weekend, highlighting the information that I think will come in handy for clients and colleagues alike. Stay tuned!
Posted in MarComm, messaging | Tagged: branding, marketing, promotion, webinar, working moms | Leave a Comment »
Posted by Vicki Moulton on September 28, 2009
I just signed up for a virtual seminar on October 1-2 by Mary van der Weil (of Zing Your Brand fame) called The Brand Reinvention Summit (a.k.a. The Blah to Zing Summit).
Here’s a bit of promo material for the summit that I found particularly thought-provoking, not only for my own business but also for my clients and colleagues:
Looking to reinvent your brand so you can get a leg up in today’s economy? Take on the role of Brand Agent/Provocateur and watch your business turn around and take off!
In today’s over-saturated and over-competitive marketplace, you are your BRAND. So it needs to be highly individualistic, energized and hugely compelling. It needs to stand out – and show up – and communicate your unmistakable ZING across to your target audience.
I’ll post a review here after the summit. Here’s to all of us finding our “zing”!
Posted in MarComm, marketing, messaging | Tagged: audience, brand, branding, marketing, promotion, virtual | Leave a Comment »