| |
| |
|
Advertising Information |
|
|
|
Developing a Formal Brand Messaging Document
Ensure everyone in your company sings from the same sheet of music when it comes to communicating a consistent brand message. Imagine one of your customers calling six different people in your company. The customer asks why they should consider purchasing your product. What do you think these six people would say? Would their explanation be consistent? That's where brand messaging comes into play. In the audio book, "Sound Advice on Brand Marketing," author Tom Miller says brands need to speak with a single unified voice in every communication with customers and prospects. "Brand messaging is a formalized document that captures the most important points about your brand," says Miller. "It is then used to create all of the various brand communications, such as ads, press releases, web sites, literature, and so forth." The best place to begin the brand messaging process is with the elevator pitch. "Think about getting on an elevator with a senior executive from a great prospect company. He asks you to tell him why your product or service is so special and better than all the others are. You've got 30-seconds. Go!" Distilling your brand message into a short, memorable description or value proposition sets the stage for the rest of the brand messaging to flow in a logical, informative fashion. "It may take a little hard work now, but it pays big dividends in the future," says Miller. "Not only is your message consistent, you should also realize major time savings in developing communications pieces. The heavy lifting from a messaging perspective has already been done." Tom Miller offers brand marketing advice each week in the free audio newsletter from What's Working in Biz - http://www.whatsworking.biz/full_story.asp?ArtID=92 - and is president of the branding firm, Miller Brooks. About The Author Richard Cunningham is a principal of What's Working in Biz, http://www.whatsworking.biz, a publisher of business audiobooks and online audio programs on marketing, sales, and small business strategies.
MORE RESOURCES:
Google News |
|
|
|
RELATED ARTICLES
More Cheap Tricks for Promoting Your Business In a recent article, I shared five of my top 10 favorite tricks for promoting your business without spending much (or any) money. Several readers wrote and said they enjoyed the first five tips, so I'm hoping the next five will be just as helpful. Humor in Advertising Many of the most memorable ad campaigns around tend to be funny. Advertisers use this strategy to attract customers to their product. Why Your Ads Aren't Working The president of a manufacturing company recently asked me, "Why isn't my advertising working?" Have you ever been asked this question? Have you ever asked it yourself?Like most marketing communications questions there are no simple answers. After all, communication is a high level activity. The Principle Of Advertising Online Advertising online is very similar to advertising in any environment. You really are trying to get your message or your product out there by the most cost effective means possible. Promotional Vehicles It is difficult to miss a Hummer, but how many companies could afford to run one to promote their business? The answer is, of course, very few and it is doubtful whether GM's overgrown offspring would be the most suitable promotional vehicle for many of them. What then are the alternatives and how could businesses benefit from using a vehicle as an advertising medium?What is a promotional vehicle?A promotional vehicle is a car, truck or SUV with purpose-designed adhesive vinyl graphics applied to its exterior, promoting a business or one of its products or services. 16 Ways to Make Your Business Cards Unforgettable Every time you hear someone say "May I have one of your business cards?" you should get excited. I know I do. Why People Fail in Mail Order Mail order is a very complicated business. Every phase must beplanned, analyzed and tested. How to Know if Direct Mail Will Work for Your Business Here's a great lesson that applies to direct mail. Ready? Some people say one thing and do the opposite. Giorgio Armani: A Persuasive Campaign Lets examine the use of Giorgio Armani Company's advertisements for a persuasive campaign. My reasoning is because the company is separated into several different divisions, while each tries to sell their product, the advertisements must maintain an overall company image. Free Internet Advertising: 6 Proven Ways To Prevent Your Competitors From Stealing Your Customers It is getting harder daily to generate traffic.And when you succeed in getting new customers, you shoulddo all that is possible to avoid losing them to yourcompetitors. In Advertising Bigger isn't Always Better If you have been following the recent advertising news you will notice that more and more major advertisers are looking to smaller ad agencies to handle their campaigns.Is it because they feel bad? Is it because they are cheaper? Or is it because they see the level of creative talent of smaller agencies?Lets take a quick look at why this is happening and how this is good for the consumers and the advertisers. The Future of Voiceovers: Hold Your Tongue...Possibly Forever "Do we need to cast a voice-over talent for this project?"That's a valid question any producer might ask when creating an advertisement, corporate audio-video presentation, video game, etc. Of course, the answer depends on what elements the producer and client feel will best communicate with the audience. How To Write Super-Effective Ads and Sales Letters! "The more things change, the more they stay the same". That saying couldn't be more true, especially when it comes to writing ads and sales letters. Advertising on a Budget -- Part 3: Frequency, Frequency, Frequency This is the third article of a three-part series. I'm illustrating the marketing challenges of PrescottWeddings. Media Savvy - Media Skills For Rural Women The ability to lead, persuade and influence are integral skills for effective leaders. The capability of telling a story that inspires, motivates and informs is an essential part of this process. Present Your Product On A TV Show for FREE Would you like to get your new or existing Internet business moving nearly at the speed of light? Do you know what is required to get your business noticed and how to build your personal credibility fast, making clients secure enough to purchase from you over the Internet?The Simple AnswerThe primary answer is putting potential clients in a comfort zone relative to your product quality and your reputation as an authority in your marketing niche.One SolutionMarket it on television. Advertising Your Holistic Business The most basic answer is the same answer as to the question, how does advertising work? Advertising works through repetition, and Holistic Hometown offers you that repetition.What all successful companies know is that advertising it a process. Change, or Reinforce? Do you know about the distinction - and it's a useful one - between communication that tries to reinforce and communication that tries to get change?If you follow politics you'll already be familiar with this idea: Incumbents send messages that reinforce existing voter behavior, while challengers call for changes.Any thoughtful marketing communication (and political communication is marketing communication) will be strongly influenced by this distinction, which affects not only the content, but also the presentation, and perhaps even the medium. Media, the Internet, Yellow Pages, and Your Business If you are reading this article, chances are you could use a little extra money. With the advent of the internet and the migration of advertising dollars from print to electronic (and this time, it's the real thing, I swear! Not one of those 1999 tech busts!. Advertising For The Long Haul and Not the Short Term Gains New Age Media Concepts issues its first article of many that will focus on the advertising and marketing industry. "If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing.
|
| home | site map |
| © 2006 |
