Create the It Factor
By: Scott Creamer
Companies want to achieve results when embarking on a branding, marketing or advertising campaign—especially in today’s rough economic climate. But, creating the “it” factor that draws customers in while remaining cost-effective requires a highly strategic approach.
When building a brand, the goal is be immediately recognizable, respected and memorable. Regardless of whether it’s a Fortune 500 brand or emerging company launching into the marketplace, the same rules applies. Branding is not about stirring people into irrational buying decisions; it’s about communicating the benefits and value a business, service or product provides to customers. It’s a sophisticated process that combines proven techniques with creative insight to uncover the true essence of the company or organization.
There are three key tactical decisions for business owners to weigh when it comes to making a powerful branding campaign. First, good branding requires a consistent voice. Think about the most common advertising campaigns for products instantly recognized by all. There is a theme that runs through all of them. These campaigns express the organization’s core values and benefits, while driving home a simple and clear message. Maintaining this balance is very difficult, but the time, effort and resources used to fine-tune a brand’s voice can make a tremendous difference to any organizations bottom line.
Second, use competitive branding as an advantage. Go through a competitive analysis process designed to determine the best strategy for differentiating your agency from its competitors. The re-branding of Zoom Interactive Marketing, a top provider of direct mail and Web filtering services, is a recent example of how this technique was utilized. In the analysis, Zoom’s competitors appeared to be more technically focused and dry. To highlight Zoom’s differentiators, their branding campaign took on a contemporary, youthful and even humorous approach—helping the company to truly stand out from the crowd.
Finally, repetition is key. Every branding asset a company has, including its logo, Website, brochures, marketing materials and products, should all be working in tandem to convey the brand message. Being consistent is important right down to a company’s color scheme, fonts and even familiar graphics. Studies show the typical consumer requires approximately 27 touches before they begin to build brand recognition.
Many organizations may feel that sitting on the sidelines conserving resources and weathering the economic storm is the best strategy to survive, but, with a less crowded marketplace, this is a perfect opportunity for companies to take advantage of the down market and expand their mind and market share. While competitors hibernate, those being proactive can gain ground. By using a strategic approach that integrates the critical elements of branding, companies with different, innovative and captivating products and services can get the attention their seeking to drive business.
Scott Creamer is president and owner of The Screamer Company.
Carrier Branding Connection: Adirondack and New Jersey Skylands Insurance
For Adirondack and New Jersey Skylands, companies managed by members of the OneBeacon Insurance Group, branding is all about standing out.
Each carrier prides itself on its unique policy offerings in its respective state—Adirondack operates in New York, while New Jersey Skylands writes exclusively in New Jersey.
“(The companies) are branded separately, but the common themes of the brands are really the same,” says Mark McDonnell, vice president of marketing for OneBeacon. “The message we want to deliver is similar in both states. Really, it’s a dual message because there are two groups we need to brand to: agents, which we view as the initial customer, and the end customer which we refer to as members.”
Adirondack’s informal tagline, “personal insurance by New Yorkers, for New Yorkers,” reflects the personal connection the company forges with agents and customers. By offering a series of non-insurance benefits to members, such as complimentary credit monitoring, roadside assistance and travel document replacement, Adirondack and New Jersey Skylands provide a product package agents can market as a unique option for insureds. According to McDonnell, paying attention to the “total package” is essential to any branding strategy. “
Branding is about the experience people have with a company and a product,” he says. “Everything the agent does impacts that brand, from how the receptionist answers the phone to the message you’re giving in ads and the look and feel of your Web site.”
Because New Jersey Skylands and Adirondack view agents as their main branding advocates, both carriers have made the most of their membership in Trusted Choice®. McDonnell says the companies’ mantra that “members deserve more” fits perfectly with the Trusted Choice® commitment to its members and customers.
“The level of service the Pledge of Performance requires of agents tracks well with our strategy of fellow members deserving more,” he says. “Trusted Choice® is a natural connection and partnership for us.”
—Veronica DeVore
When building a brand, the goal is be immediately recognizable, respected and memorable. Regardless of whether it’s a Fortune 500 brand or emerging company launching into the marketplace, the same rules applies. Branding is not about stirring people into irrational buying decisions; it’s about communicating the benefits and value a business, service or product provides to customers. It’s a sophisticated process that combines proven techniques with creative insight to uncover the true essence of the company or organization.
There are three key tactical decisions for business owners to weigh when it comes to making a powerful branding campaign. First, good branding requires a consistent voice. Think about the most common advertising campaigns for products instantly recognized by all. There is a theme that runs through all of them. These campaigns express the organization’s core values and benefits, while driving home a simple and clear message. Maintaining this balance is very difficult, but the time, effort and resources used to fine-tune a brand’s voice can make a tremendous difference to any organizations bottom line.
Second, use competitive branding as an advantage. Go through a competitive analysis process designed to determine the best strategy for differentiating your agency from its competitors. The re-branding of Zoom Interactive Marketing, a top provider of direct mail and Web filtering services, is a recent example of how this technique was utilized. In the analysis, Zoom’s competitors appeared to be more technically focused and dry. To highlight Zoom’s differentiators, their branding campaign took on a contemporary, youthful and even humorous approach—helping the company to truly stand out from the crowd.
Finally, repetition is key. Every branding asset a company has, including its logo, Website, brochures, marketing materials and products, should all be working in tandem to convey the brand message. Being consistent is important right down to a company’s color scheme, fonts and even familiar graphics. Studies show the typical consumer requires approximately 27 touches before they begin to build brand recognition.
Many organizations may feel that sitting on the sidelines conserving resources and weathering the economic storm is the best strategy to survive, but, with a less crowded marketplace, this is a perfect opportunity for companies to take advantage of the down market and expand their mind and market share. While competitors hibernate, those being proactive can gain ground. By using a strategic approach that integrates the critical elements of branding, companies with different, innovative and captivating products and services can get the attention their seeking to drive business.
Scott Creamer is president and owner of The Screamer Company.
Carrier Branding Connection: Adirondack and New Jersey Skylands Insurance
For Adirondack and New Jersey Skylands, companies managed by members of the OneBeacon Insurance Group, branding is all about standing out.
Each carrier prides itself on its unique policy offerings in its respective state—Adirondack operates in New York, while New Jersey Skylands writes exclusively in New Jersey.
“(The companies) are branded separately, but the common themes of the brands are really the same,” says Mark McDonnell, vice president of marketing for OneBeacon. “The message we want to deliver is similar in both states. Really, it’s a dual message because there are two groups we need to brand to: agents, which we view as the initial customer, and the end customer which we refer to as members.”
Adirondack’s informal tagline, “personal insurance by New Yorkers, for New Yorkers,” reflects the personal connection the company forges with agents and customers. By offering a series of non-insurance benefits to members, such as complimentary credit monitoring, roadside assistance and travel document replacement, Adirondack and New Jersey Skylands provide a product package agents can market as a unique option for insureds. According to McDonnell, paying attention to the “total package” is essential to any branding strategy. “
Branding is about the experience people have with a company and a product,” he says. “Everything the agent does impacts that brand, from how the receptionist answers the phone to the message you’re giving in ads and the look and feel of your Web site.”
Because New Jersey Skylands and Adirondack view agents as their main branding advocates, both carriers have made the most of their membership in Trusted Choice®. McDonnell says the companies’ mantra that “members deserve more” fits perfectly with the Trusted Choice® commitment to its members and customers.
“The level of service the Pledge of Performance requires of agents tracks well with our strategy of fellow members deserving more,” he says. “Trusted Choice® is a natural connection and partnership for us.”
—Veronica DeVore
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