Want to Connect With Your Prospects? Get Emotional!

 We’ve all seen THOSE ads.  The ones that bring a tear to your eye, tug at your heart strings and make you want to take action.  Think the SPCA commercial with Sarah McLachlan crooning in the background.  Very impactful, very emotional.  Great marketing tactic.

What organizations like the SPCA are utilizing is emotional marketing – taking an extra step to connect with your target market’s emotions in order to persuade them to choose your brand or to raise awareness. This marketing strategy uses generalized emotions that can trigger people to create a connection that achieves a more promising brand loyalty than any other marketing means.

Millions of brands and organizations use emotional marketing to win their potential and target market’s hearts by siding with their brand.  This marketing tactic can and should be a part of your promotional plan for a variety of reasons.  But, before incorporating the emotional message, let’s take a look at what emotional marketing is and how it can help your business better connect with your target audience.

What Is Emotional Marketing?

Emotional marketing is a marketing strategy where brands use human emotions as a connection to persuade customers into choosing their brand. It shows that they are empathetic, relatable and in tune to the current tone and emotions of the world.  The emotional messages reveal happiness, sadness or anger - as these are general views that could be shared by millions of people on a relevant topic. (Nobody likes to see starving, abused and neglected animals outside in cages, right?)

Many companies respond to current affairs or relevant trends that are globally popular to choose a side with customers.  COVID and the ensuing pandemic is a prime example of how many companies changed their messaging – taking a stand for or against masking and vaxxing. While the “We’re all in this together” mantra was way overused, the impact of the switch to emotional marketing kept those companies relevant.

Using emotional marketing as a bridge between a brand and customers forms a deeper connection than any other form of marketing. The brand loyalty lasts longer and the response to purchasing or investing in the brand is higher than other marketing tactics. 

Is Emotional Marketing Right for Your Business?

Emotional marketing, if executed the right way, can produce fascinating and profitable results for companies. This is why many of the biggest global brands, such as Coca Cola or Apple, use emotional marketing on a regular basis.

If your business follows the same model or shares the same customer base, chances are emotional marketing may work for you as well.

• Triggering Memory and Nostalgia

The emotion of memory or nostalgia can recreate the happiest of moments. As a person’s memory subconsciously plays an important part in their daily life, many brands run advertisement campaigns that use aspects to trigger memory or nostalgia.

This is done for brands that have a rather older customer base where triggering happy memories in them can make people feel comfortable with the brand and may influence them to buy more of it.

Think McDonald’s and the McRib.  The ‘limited time’ offer(s) brings a hype and a trigger to where and when the consumer bought their first McRib.

• Impulse Buying and Helping the Customer Decide

The most influential way of marketing except for advertisements is emotional packaging.

Most brands have an active competitor they fight against. Like Pepsi for Cola, Burger King for McDonald’s, and Adidas for Nike.

If you offer a retail product, a good way to convince customers to choose your brand from the shelf rather than the competitor’s sitting beside it is by adding emotions in the packaging itself.

When the price and quality are the same, a customer decides solely on the visual impression a brand expresses. Use emotional colors or nostalgic designs that could appeal to the customers better and make them listen to their hearts.

• Moving People and Inspiring a Call to Action

If the brand chooses to side with a popular opinion on a global affair and convinces people, even if they’re not specifically their target market, to side with their cause using an emotional ad campaign or packaging, the brand can enjoy additional marketing done by the customers themselves through social media shares, comments, and promotions.

Once you understand what drives your customers, reference the above to create a broad marketing strategy based on making emotional connections. This strategy should include every link in the chain, from product launches and sales to marketing and service. Storytelling can be an indispensable tool here. Stories can be compelling and easy to share. They can help trigger the emotions you may need to get your desired outcome.

As Dale Carnegie said, “When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion."

Emotional connections in the marketing field are not a secret strategy anymore — but they can be a real advantage. To be successful, find out how your customers feel and what they need and be able to identify what motivates them. This customer-oriented attitude and strategy can help you inspire customers' devotion.

If you are struggling to connect with your target audience,
SKConsulting can help create the story and message that best fits your brand.

Your Company Name Impacts Your Branding Path

 

When a business is started – or rebranded – perhaps the most essential decision to make first is determining the name. Choosing the right name is vital in setting your company up for success.  The wrong name can pave the path of destruction.  Why is choosing the right name so important for branding and marketing your business?  Check out some of the reasons we tell our clients. 

1.  Brand Recognition

In a world where new businesses keep popping up every day or are adding new services to broaden their reach, it is crucial to have a name that sets your company apart from the rest. The right name can help with brand recognition and make it easier for customers to remember you and find you online.

Strong brand identity starts with a great name. Therefore, you should register a company name (yes, research what names are already taken) that is unique to the world and to what you do. A catchy or clever name can also help with brand recall, which is especially important for small businesses that may not have the budget for traditional advertising.  But just because you think it’s catchy or cool, doesn’t make it so.  Do some market testing – even if it’s just with your friends or close circle.

2.  Helps you Stand out from your Competition

As more entrepreneurs and start-ups enter the competitive landscape, companies must work harder than ever before to stand out from their competitors.  One way to do this is by having a solid branding strategy, which begins with selecting the right company name.

A good company name can also create an authentic connection with customers, leading to loyalty and long-term relationships. Additionally, a good company name can help you attract top talent and investors.

When choosing a company name, make sure it is available as a domain name and trademark. It’s best to have the name of your company (or your slogan) as the URL.  If the domain name isn’t available, don’t get creative with it…get real.  If you’re having trouble choosing a name, consider hiring a branding consultant to help you.

With so much at stake, it’s essential to take the time to choose the right company name for your business. By doing so, you’ll be well on your way to establishing a solid brand that will help you stand out from the competition.

3.  Builds Customer Loyalty Trust

In order for a business to be successful, you have to win and maintain customer trust.  A company’s name is one of the first things customers will judge.  You only get one chance to make a first impression, right?  If your company has a confusing or unprofessional name, customers may not trust you enough to do business with you.

Make sure to choose a name that accurately represents your company, is easy to remember, and sounds professional. By putting thought into this important decision, you can create a successful brand that wins the trust of your customers.

4.  Helps Attract Top Talents

Experts and top talent want to work at a place in which they are proud to share.  It would be great to be recruited as a top-level executive and make great money, but if it’s for a company whose name embarrasses you, is all that money worth it?  Be smart.  Be creative.  Be unique.

Many employees would rather work for a company with an exciting name than a forgettable one. A strong brand and unique name will also help attract investors and partners.  But, don’t overdo it.

If you are looking to rebrand your business, it is also crucial to choose a new name that still accurately represents your company. The last thing you want to go through is changing your company’s name too often or going through the process of rebranding multiple times. Choose wisely!

5.  Attracts New and Returning Clientele

One thing that almost every business owner wants is new (and loyal) customers. A company’s name can play a role in how successful they are at attracting new clientele. A well-chosen company name will help potential clients remember your business and what it does.

In addition, a strategic name can help your business show up on the results page, which can lead more people to your website. Therefore, if you’re looking to increase your customer base, it’s essential to put some thought into choosing the right company name.

A Good Name and a Successful Business Needs a Good Marketing Strategy

Marketing is an integral aspect of any business, yet it can be challenging to get started. There are myriad of marketing channels to navigate and your name can help penetrate each of them in a positive way – with the right strategy.  You need to know your target audience and craft a message that resonates with them. But it all needs to be consistent.  You can’t have a catchy, fun, creative name and have a serious, preachy tone as part of your brand.  It’s confusing to your prospects. Your business name sets the tone.  Your messaging and marketing reiterate it and your delivery confirms it.

A strong brand can help you stand out from the competition. When people think of your company, they should immediately associate it with a specific quality or attribute. By choosing the right name, you can make sure that your company is associated with your authentic qualities. When you pick the right name for your business, you’re not just choosing a moniker to represent your company; you’re also laying the groundwork for an effective marketing strategy.

When choosing a company name, it is essential to consider all aspects of your business. The name should be easy to remember and spell, and it should communicate the type of business you are in.

If you need help creating your company name, brand and strategy, SK Consulting can help!

Which Comes First – The Branding or The Marketing?

Too many times, individuals use the terms branding and marketing interchangeably (and marketing and advertising – but that’s a topic for another time).  Yes, sometimes it’s difficult to tell the difference between branding and marketing but the more they are used as substitutes for one another, the more confusion there is.  Both are vital to the success of your business, but for different reasons.

Difference between Branding and Marketing

Branding is why. Marketing is how.

Branding is long-term. Marketing is short-term.

Branding is big-picture. Marketing is strategic, focused and single-minded.

Branding is strategic. Marketing is tactical.

Branding begins inside your organization. Marketing begins with the consumer.

The most successful companies – regardless of size – focus on both branding and marketing. The combination is powerful. The order in which branding and marketing is approached matters.

Branding comes first. Marketing comes second.

It’s tempting to jump right into marketing. After all, your ultimate goal is sales, and marketing is the strategy used to optimize for sales. But if your strategy is based only on the quality of your product and service, you are at a serious disadvantage. Competitors can offer the same or perhaps a superior product and service.

What is your differentiator?  What is your why?  Who are you and why should consumers care?

Building awareness is important. Consumers need to understand how your product or service solves their problems. You need to figure out how to connect with your consumer, and the sooner you can figure that out, the sooner the cash flows. But at some point, the consumer will look past the hype to see if the brand truly matters to them.

Marketing is your message. Your brand is who you are.

Your brand lives in the hearts and minds of your customers and your prospects. It’s what they think when they hear or see your name. Your brand is based on a wide range of experiences and perceptions, some of which you can control and some of which you can’t.

The ways consumers interact with and assess products and services has changed dramatically over time. Consumers are increasingly tuning out marketing and advertising and are digging deeper to better understand the brand behind the product or service.

If you invest time and effort into understanding your brand, the ways it connects with consumers on an emotional level and how to effectively communicate it across the customer experience, you are much more likely to see a return on your marketing strategies. The more emotion consumers have invested in your brand, the more likely they are to buy from you.

Brands that engage with consumers, showing their personality and sharing their values, surpass their competitors. These brands hear their customers, and ultimately the customers hear the important message – our brand matters because….

Marketing helps find and motivate buyers. Branding creates loyal customers and advocates.

Your brand is your promise to consumers. It’s about the experience they can expect when they interact with your brand. Your brand allows consumers to anticipate future behavior because it is built on consistent behavior. In fact, the more consistent the behavior has been in the past, the more quickly the brand can convince consumers they “understand” what your brand is all about.

Remember, marketing is what you do to attract people to your brand with your message or brand promise.  Your brand is how you keep that promise with the brand experience.

Need help determining your brand and developing a strategic marketing plan?  Contact SK Consulting today.  From concept to creation to implementation – we’re there with you every step of the way.

Marketing: An Essential Investment. Not a Replaceable Cost.

Marketing can mean many things to different people.  Some use the term interchangeably with branding or advertising.  But, really, marketing is the umbrella of all services to from messaging to branding to positioning to selling.  In essence, marketing is the act of persuading people to buy a product or service.

However, it’s not just ANY product or service – you need to convince customers to buy YOUR product or service, not your competitor’s.

The marketing realm is getting harder and harder to navigate.  Not only is competition in your specific industry fierce, but so is the marketing landscape.  There are a variety of mediums, channels and resources to ‘help’ push out your product or service.  But, which one is the best for your business?  The more avenues that open, the lower your reach in any specific medium.

Today’s world is changing.  Attention spans are smaller.  The market space is larger.  And the introduction of GDPR last year has given marketers a whole new challenge. Nailing down a marketing strategy today is like trying to hit a moving target.

If it’s hard for marketing professionals, imagine trying to conquer the field on your own.  You see, there are two types of capital – time and money.  Would you rather spend your time learning every nuance of marketing and hope your strategy works or would you rather spend your money on a marketing professional(s) who gets it?  The latter frees up your time to do what you do best – YOUR BUSINESS.

As a full-service marketing business, we get it.  Talking about money with entrepreneurs or small businesses is difficult because they are on a shoe-string budget.  And, as mentioned before, many organizations are wary of where to apply the bulk of their budget since there are many different channels and strategies in which to invest.

Admit it – every company needs marketing – even marketing companies. Whether you have a product, service or an idea, it requires support and encouragement to make its way into the world.

When SK Consulting started, we focused on local businesses and non-profits.  As time passed, our portfolio grew, as did our services.  We have built upon our brand and offer a unique business model to local, regional and global organizations.  We work for businesses with varying budgets because we know, like snowflakes, no two businesses are alike.   Templates are not the answer. Customization is.

This is how we sell our service.  Yes, marketing is an investment. At SK Consulting, we provide you options.  Hourly.  Project-by-project.  Retainer.  We provide options so that you can see for yourself that an investment in the right marketing is a positive investment in your company.

The Marketing Sell

So why isn’t marketing an easy sell? It’s about positioning and perception. Some marketing agencies promise way too much ‘return on investment.’ But all benefits can’t be measured.  There is qualitative return AND quantitative return.  The fact of the matter is – if a marketing company doesn’t deliver, the relationship sours as does their reputation.

That being said, your marketing company should promise SOMETHING!  Deliverables.  Dedication.  Availability.  Strategy.  Research. Budget Recommendations.  The list goes on. Agencies that don’t promise anything, in fear of falling short, are doing themselves a disservice. This makes selling marketing solutions harder because there’s no visible benefit for the buyer.

When and Where to Invest

Again, marketing isn’t an expense, it’s an investment in the company. From product and package design to how many words are on the front page of your website, everything that communicates with the customer is a marketing decision, and therefore an investment in your business’ future. If you engage with the right kind of agency, marketing won’t cost you money in the long run – it’ll make you money. Just like with any investment, you have to part with your cash in the initial stages and put your trust in sensible and well-practiced predictions to see a return.

Marketing is not an expense the way a box of pens or internet service is an expense. Every social media profile, radio ad, or tweet directly impacts your business’ bottom line. If these things (or any marketing initiative) have the power to sell a product or service, and we know for a fact they do, then failing to utilize them properly, or at all, is business suicide.

Essentially, if expense is what you’re focused on, marketing will always be scary or frustrating.

It doesn’t have to be. Allow yourself to see marketing as a direct investment from which strong bottom lines flow. Conversely, bad marketing chokes off the flow of strong sales, allowing competitors and substitute products to cut off a chunk of pie originally meant for you. Marketing is the science of investing in your business and your products for the long-term (not focusing obsessively on early ROI – ESPECIALLY if you are a new business). The money might not flow right away, but the investment will pay off.

Keep building the plan, much the way you’d build a house. If done correctly, the sum will end up greater than the parts. Like anything in life, you simply must invest wisely.  When looking at marketing partners, don’t look at the cost of their services.  Look at the value they bring to your overall brand.  Shop around.  Find the best fit for you and your organization.  In the end, you won’t see a return if you don’t invest.

Attention Startups! Branding Is Important!

Are you planning on setting up a new business? Or are you already on your startup adventure? No matter what stage you are at in your business life cycle, the two areas of importance are: what to do before investing in branding and after you implement brand identity design.

What is brand identity design?

We have all heard the word, ‘branding’.  Some understand it well and others think they do.  But, when the term ‘brand identity design’ is used, the majority of people (even the smartest of the smarts) get confused. To keep things clear: branding is an act of forming and improving the perception of a business in the eyes of its customers. Artists might appreciate the fact that, in essence, branding is an abstract concept. Brand identity design, on the other hand, refers to tangible items. It’s a design package which includes logo design, business stationery, promotional items, etc.  Brand identity design encompasses the official brand colors and fonts, making sure it is consistent across all platforms.   

Before investing in branding

You really should decide whether and how much you are going to invest in branding before you complete your research and development stage. Why? Because branding has a direct impact on the recognition of your business. The sooner you introduce your startup to the world in terms of visual exposure, the better you’re going to do when you actually enter the market with your products or services.

Every business owner should know that marketing starts before the launch of a product or service.  The process requires time.  Branding, however, should start as soon as the decision on your company’s name is set. Design your logo so it sets the tone for your vision.  Then start showing the world your logo so they can start to wonder what it stands for.  Start building the excitement.  Once people remember your logo, they’ll eventually recognize your ads without even seeing your name but by simply connecting the design principles (colors, fonts, layout) to your brand’s standards.

After implementing brand identity design

The brand identity design includes a variety of items that should be designed by the same person or team for consistency. Imagine a professional, luxury real estate business with stationery that doesn’t exactly match its logo and website or a set of envelopes and papers that are different than the symbol they are promoting. Counterproductive!

No matter how extraordinary your company’s services may be, customers may have trouble taking the business seriously. Instead, they will go to a competitor that took care of such simple details. The point? An investment in branding is a simple and worthy way to either gain a competitive advantage or to keep up with the competition.

This is especially true for startup businesses.  The first few months are crucial for survival – let alone the ability to compete with long-standing companies with deep pockets. Startups can’t afford to lose a client because of minor inconsistency across branding elements.  This is an easily avoidable situation.

It is almost an understatement to say that startups have a limited budget.  But, the great thing about effective BRANDING is that the cost is minimal.  Unsure where to start?  Contact the experts at SK Consulting!  From concept.  To creation.  To Implementation.  We’re there with you every step of the way!

Attention Start-Ups! Your Branding and Website Matter!

It’s no question that starting your own business can be overwhelming.  There are so many plans to implement, tasks to complete and strategies to develop to make your business a success.  It’s crucial to get your name out there to create awareness and establish your brand.  But, before promoting your grandiose idea – it’s important that you understand your business, your message, your brand…and have the tools in place for others to be able to understand as well. 

The first thing your potential customers will see is your brand name. How you have chosen to illustrate this reinforces what sets you apart from the competition. Many small businesses and start-ups do not spend enough time thinking about their brand and this can have a serious impact on their business.

Along with your brand identity and logo, your website is an important branding tool.  This is where people go to find out all about you and your business and the products and services you offer. Having a website isn’t enough.  You need an eye-catching website that serves as your online shop front and explains why visitors need your product and or services.

Why do you need effective branding and an exceptional website?

1. Website and branding build credibility

A website is crucial to a start-up because it’s where you sell your products and ideas, make a connection with your customers and build trust. These days having a website is a basic requirement.  If you can’t be found online or your web presence isn’t up to standard, then you can wave goodbye to your credibility and getting the attention of new customers. Without a website that is easy to find and easy to navigate, you cannot expect your customers to find out information about you and your products.

Your website should be visually appealing and professionally designed to attract visitors. Think about how you want your brand to be portrayed and reflect this in your web design as your potential customers will judge you on first impressions.  And remember, the design and flow of your website should align with your industry and how your target audience does research.

To make sure your website reflects a professional image that is inviting and engaging consider the following:

• Test to ensure your website looks good and performs well in all browsers.
• Make sure your website looks good on a mobile device. Increasing mobile usage means your website needs to be optimized for mobile viewing.

2. Website and branding can present a unified message about your company

A solid branding strategy builds a unified message across all your marketing channels from your website, to social media to printed materials like business cards, posters and direct mail pieces. A branding strategy often incorporates colors, images, fonts and language to convey to your target audience who you are, your brand personality and values. It is important to share this message consistently across different marketing platforms (even if you sell different products or services), so that your audience knows simply and quickly who you are and what they can expect from your company.

3. Website and branding allow you to stand out against competition

A strong, easily recognizable brand makes it easier to cut through the clutter and help you stand out from the competition. From your color combination, to the font, pictures and messaging, your choices help set you apart in the minds of your customers.

4. Brands generate referrals

Word of mouth is one of the most popular ways to grow your business.  Let’s face it - people love to give and receive recommendations. In today’s digital environment, where we are all so connected, word of mouth is extremely important. Today, our friends and family can easily share recommendations through social media channels or we can access social media influencers. This is why it’s so important to create a strong brand that is memorable in your customer’s mind.

A functional and fantastic website and a recognizable brand give your customers a reason to engage further with you. While your goods and services might be a great idea, they cannot stand on their own. First impressions count, so how you portray yourself through your branding and website is your chance to make your company shine.

Not sure how to develop an authentic brand?  Need assistance developing a unique, engaging website?  Contact the experts at SKConsulting!  From concept to creation to implementation – we’re there with you every step of the way!

Attention Job Seekers: You Need a Personal Brand

Subway has challenged the world to “Eat Fresh.” Nike encourages people, regardless of age, gender, or physical fitness level, to “Just Do It.” Dunkin’ Donuts continues to persuade busy professionals that “America Runs on Dunkin’.”

Over the years, these recognizable slogans have morphed into rallying cries—setting the tone for how each company communicates and identifies itself in the market. In just a handful of words, these slogans tell a story and influence how people perceive the organizations behind them. Together, they represent the power and potential of branding.

Branding is what companies stand for. It’s reflected in how that company acts, how it serves people, the value that the company shares, and how the company projects those values. But branding isn’t just for companies. Professionals each have their own story to tell and goals, skills, and expertise to share. In today’s increasingly digital world, a personal brand is expected.

What is a Personal Brand?

A personal brand is, in many ways, similar to a corporate brand. It is who you are, what you stand for, the values you embrace, and the way in which you express those values. Just as a company’s brand helps to communicate its value to customers and stand out from the competition, a personal brand does the same for individuals. Personal branding is one’s story.

That story can play an important role in establishing or boosting your career. Your personal brand should highlight your strengths, establish a reputation, build trust, and communicate the unique attributes that you bring to your current (or desired) industry. Cultivated well, your personal brand will signal to employers whether or not you’ll be the right fit for an open role.

Developing a personal brand might sound challenging, but there are incremental steps you can take to build credibility in your field.

Developing Your Personal Brand

Figure out who you are.
In order to build a personal brand that accurately reflects your personal and professional identity, you first need to know who you are. Create a list of your personal strengths and weaknesses. Ask yourself:

• In which areas of work do I excel? Where can I improve?
• What motivates me? What does not?
• Which projects can I spend hours on without feeling overwhelmed or tired?

In addition, ask others how they would describe you. Once you’re more aware of the different facets of your personality, you can decide how best to brand them.


Determine what you want to be known for.
Your personal brand is more than a reflection of who you are today; it’s a roadmap of where you want to go. In addition to understanding your existing skills and competencies, assess your strengths and weaknesses as they relate to whichever industry or career you want to break into next.

By doing this, you’ll uncover the skills and traits that make you unique, as well as the areas where you need to improve or gain new knowledge in order to advance.

Define your audience.
Before you start crafting your personal brand, you also need to determine who you’re trying to reach. The sooner you define the audience, the easier it will be to craft your story, because you’ll better understand the type of story you need to tell (and where you need to tell it.)

Research your desired industry and follow the experts.
As you start mapping out the career you want, do research on experts in those roles.

Find out who the thought leaders are in whatever field you’re interested in, follow them, find out if they have blogs, or where they contribute their thinking. Look for people who are successful and examine what they’re doing. Imitate them, and then do one better.

In building a personal brand, your goal is to stand out—but you can’t rise to the top without taking inventory of who’s already there.

Prepare an elevator pitch.
As you begin to conceptualize your personal brand, spend some time crafting an elevator pitch—a 30- to 60-second story about who you are. Whether you’re attending a networking event or an informal party, having an elevator pitch prepared makes it easy to describe succinctly what you do and where you’re going (or would like to go) in your career. Keep your elevator pitch brief by focusing on a few key points you want to emphasize.

Embrace networking.
As you cultivate your ideal personal brand, it’s important to network regularly (and effectively) to grow your professional circle. Connect with peers and industry thought-leaders by going to formal and informal networking events.

The more connections you make—and the more value you can provide in your interactions—the more likely it is your personal brand will be recognized. At these events, don’t be shy about asking fellow attendees to meet again for an informational interview or a casual coffee chat.

Ask for recommendations.
Having current and former colleagues and managers endorse you is one of the easiest and most effective ways to define your personal brand, allowing others to communicate your value for you. Just as a business might cultivate customer reviews and testimonials for use in sales and marketing collateral, you should cultivate your own reviews.

Grow your online presence.
One of the most important aspects of personal branding is making sure your online presence is engaging to hiring managers, co-workers, and others—even if you’re not on the job hunt.
With so many different social media tools available today, your online presence will likely look different depending on the medium you choose. Your story should match across all platforms, but tweaked to fit the language of each.

Platform-specific tips to help you effectively craft your personal brand online.

LinkedIn
LinkedIn the ultimate site for defining your brand. The best way to use this network is to participate in groups, make introductions with people who interest you, and ask for (and give) recommendations.
·         Focus on key industry skills: Recruiters often search for keywords that relate to the role they’re trying to fill, so it’s important to feature industry terms in your profile.
·         Quantify your accomplishments: Saying you’re “results-oriented” isn’t nearly as effective as quantifying your accomplishments - whether it’s the number of articles you’ve written, dollars you’ve raised, or deals you’ve closed.
·         Complete your profile: Recruiters want to see what work experience you have, your educational background, and a detailed list of accomplishments. Convince them you’re the person they should hire.
·         Use a professional photo: Did you know that LinkedIn users with a professional headshot receive 14 times more profile views than those without? The more welcoming you look, the more likely recruiters are to contact you.

Personal website or portfolio
If you’re in a marketing or a design field, it’s especially important to have a personal website or portfolio that provides essential information about who you are and visually highlights your work. You can create your own site using simple platforms like Weebly, Wix or WordPress.

Your personal brand isn’t just online.
Your brand is more than just an online persona; it’s how you carry yourself at home, in the office, and even on your daily commute.

Your reputation is everything. The more opportunities you have to work with others, volunteer for projects, and assert yourself as a leader, take them. That’s part of your brand.

User-Generated Content and Its Impact on Your Brand

Traditional advertising is a one-way street: Brands advertise to consumers instead of having a conversation with them. And that’s a problem.

Today, younger consumers aren’t interested in traditional advertising tactics; they want to lead the conversation and feel an authentic connection to brands. Building those relationships takes more than an ad; it requires engaging, one-to-one brand experiences.

Investing in experiential strategies pays big dividends for your business. Trust us. In addition to getting better insights into their consumers, business owners are learning that this interactive approach is a gold mine for user-generated content that amplifies their brands and drives loyalty.

When consumers share content created at your live event, it extends your activation beyond the footprint and allows your product to reach people who might never have seen it otherwise.

User-generated content is perceived by consumers to be more trustworthy and authentic than brand-created content. This builds brand awareness and consideration among a wider segment of consumers.

There are a lot of ways to create a brand experience that’s so incredible that consumers can’t wait to let other people know. Here are a few steps you can take:

1. Think beyond the boomerang. Don't rely on a single photo engagement. Instead, the entire activation must be share-worthy and envy-inducing, with content creation built into multiple touchpoints throughout the experience.

If you’re hosting an event, get live testimonials.  Ask attendees if they wouldn’t mind doing a live stream with you to share their experience.  Tag other vendors to capture their audience.  If you own a restaurant or catering business, capture individuals or patrons enjoying your food.  This is video proof with an actual, live person, that your product(s) are mouth-watering good!

2. Consider why consumers share. Consumers are selective when it comes to the content they share. For an activation to be deemed share-worthy, it must resonate emotionally, be eye-popping, and align with something the consumer is passionate about.

Consumers are highly-visual individuals.  It has been stated that a picture is worth a thousand words.  Imagine what a great video is worth.  Don’t post just to post.  Post videos and stories that pull at the heart strings, tug at the envy bone and plant themselves in the emotional part of the brain that is hard to eliminate.  (Think puppies and babies)

3. Let the consumer be the story. A consumer’s experience with your product is more powerful than any marketing message a brand can craft. For the most impact, give consumers the experiential tools to allow them to tell their story in their own voice.

Think of it as a live testimonial.  Let them share their experience with your product or business.  What did it do for them?  If it’s a skincare product, why did they want to try it and why do they love it.  They had a problem, you provided the solution, they tell the story.

The brands that resonate most powerfully in the future will be those that facilitate and foster the ability of people to connect with other people. Bringing people together to tell their stories creates the communities that consumers long for and builds brand loyalty. Utilizing video, consumer stories and true, authentic engagement will set you and your business up for success!

If you are not sure what user-generated content is or how to incorporate it into your business, contact the experts at SK Consulting.  From concept to creation to implementation, we’re there with you every step of the way!

Everything and Everyone Has a Brand!

Brands are part of our everyday lives.  They are everywhere.

Many people immediately think of products and services when we think of brands. But places, religions, people and even ideas can and should be branded. What’s the value?  See for yourself.

Link the Thinking and Feeling

Think of products and services like Apple, Nike, Google, etc. – love them or hate them, you know exactly what you will get from them. Brands that move from a noun to a verb and are part of the everyday language, have pretty much reached the holy grail of branding. Skype your family. Photoshop that picture, and just Google it!

How does a brand become a great brand? And how does a great brand stand the test of time?

Great brands connect, resonate and then spread like wild fire. Great brands connect our thinking and our feeling. When you connect thinking and feeling, you get someone’s attention and you keep their interest with the promise of something great. You offer something valuable beyond just your product or service. You don’t just differentiate, you make a difference. And by making a difference, you evoke emotions.

When a customer feels like they belong to something, they implicitly trust it.

Building Trust

Trust is not something that just happens. It takes consistency and time to build. You trust your bank with your money.  You continue to invest there because they have a) branded themselves in a way that resonates with you and b) proven their worth and validated your trust in them. 

Trust gives everyone reassurance.

If you think about it, trust starts within us. Our senses have been developed over time to inform us of goodness, beauty, excitement, risk, danger, etc. We trust our senses unconditionally because consistently, they’ve been our beacons in life and we continuously learn from them. From influences in our environments, past experiences, and from stories from other people we trust.

Trust in people has been built over time with regard to the expertise and competence they bring. We blindly trust them (think about doctors) with our lives due to the inherit trust that lies in their capability. We trust them because what they are promising we can depend on and rely on. They create value to us.

Trust = Reliability + Desirability x Experiences

Our world has changed drastically and continues to change at a rapid pace. The people (your customers) are now making the decisions. They are empowered and demanding. Whatever they experience in their personal life becomes the standard and they expect it in ALL aspects of their lives.

ADDING VALUE

To tap into this empowered and knowledgeable market, TRUST remains the foundation. The essence of trust is when people find value from you or the services you provide. As a business, you need to deliver value beyond your product or service. All of us make our decisions based on the maximum value being received.

The value received can be objective (ie. better sound, faster connectivity, quicker payment, lower price, etc).  But, it can also be subjective (ie. ethical standards of the company, the social issues that the company support and I also personally value, embracing diversity, etc).

Value is a key factor in brand development and is derived from all the interactions people have with your company and product/service. At every touch point. That is even before they sign up or purchase your product, and definitely after. The value you create needs to be a way of life.

When you truly offer value, you have an outside-in approach as a business. You build relevant and valued experiences to your customers’ needs.

Make a difference

People and consumers have different needs and will find value in different solutions. People want to belong and connect to other people and organizations that share their values. If you try to be everything to everyone, you will end up being nothing to no one. Be unique and don’t just be different – make a difference.

Connect to Belong
The power of connecting between an organization and consumers results in a two-way understanding and long-term relationship. When you truly connect, you connect on an emotional level because of your shared values and belonging.

You connect on an emotional level by once again applying a human-centered, outside-in approach. One way to do this is through storytelling. We all love a story. When your brand is a story, it will help you stand out from the cluttered world we live in, it will help you to be differentiated, and it will help you to be remembered.

Your brand will be defined by what people, your customers AND your employees think and feel about you. Unlock and cultivate the value you offer and keep building on the trust you earned.

This is how you become memorable in a noisy and ever-changing world.  If you need help building a great brand that stands the test of time, contact the experts at SK Consulting.  From concept to creation to implementation, we’re there with you every step of the way!

What’s In a Name: Developing Your Business Moniker

It is no secret that the small business and entrepreneur landscape is growing.  That leads to a lot more competition and an increasing number of choices for consumers.  So, if you are starting a new business it’s important to get it right the first time.  The first step?  Solidifying your company/organization name.

What's in a name? A lot, when it comes to small-business success. The right name can make your company the talk of the town. The wrong one can doom it to obscurity and failure. Ideally, your name should convey the expertise, value and uniqueness of the product or service you provide.

Some prefer to be abstract, a blank slate upon which to create an image.  Others choose to be informative.  Some decide on coined names or made up words and others choose to be straightforward (i.e. SK Consulting).  No matter what your personal choice is –your name and logo need to attract your target audience (not you).

In reality, any name can be effective if it's backed by the appropriate marketing strategy. But, there are things to consider in order to give your small business the most appropriate and effective name.

Enlist Expert Help to Start

Coming up with a good business name can be a complicated process. Consider consulting an expert, especially if you're in a field in which your company name may influence the success of your business. An expert can advise you against bad name choices and explain why others are good.

You may be surprised (as were we) to learn that there are professional naming firms that charge as much as $80,000 to develop a business name and concept (gulp!).  Sure, spending a reasonable amount of money early for quality, expert advice can save you money in the long run…but make sure you don’t go bankrupt on the way to success!  At SK Consulting, we can help for mere peanuts on those dollars!

What's in a Name?

Start by deciding what you want your name to communicate. It should reinforce the key elements of your business. Your work in developing a niche and a mission statement will help you pinpoint the elements you want to emphasize in your name.

The more your name communicates to consumers about your business, the less effort you need to explain it. When choosing a business name keep the following tips in mind:

• Choose a name that appeals not only to you but also to the kind of customers you are trying to attract.
• Choose a comforting or familiar name that conjures up pleasant memories so customers respond to your business on an emotional level.
• Don't pick a name that is long or confusing.
• Stay away from cute puns that only you understand.
• Check domain names to ensure your business name is included in your website URL

Get Creative

At a time when almost every existing word in the language has been trademarked, the option of coining a name is becoming more popular.

Coined names can be more meaningful than existing words, but they aren’t the right solution for every situation. New words are complex and may create a perception that the product, service or company is complex, which may not be true.

An easier solution is to use new forms or spellings of existing words. Compaq was a name developed by a naming firm after a new company came to them touting its new portable computer.  The agency thought about the word "compact" and came up with Compaq, which they believed would be less generic and more noticeable.

Test Your Name

After you've narrowed the field to four or five names that are memorable and expressive, you are ready to do a trademark search. Not every business name needs to be trademarked, as long as your state government gives you the go-ahead and you aren't infringing on anyone else's trade name. But you should consider hiring a trademark attorney or at least a trademark search firm before to make sure your new name doesn't infringe on another business's trademark.

Final Analysis

If you're lucky, you'll end up with three to five names that pass all your tests. Now, how do you make your final decision? Recall all your initial criteria. Which name best fits your objectives? Which name most accurately describes the company you have in mind?

Some entrepreneurs arrive at a final decision by going with their gut or by doing consumer research or testing with focus groups to see how the names are perceived. Read each name aloud, paying attention to the way it sounds if you foresee radio advertising or telemarketing in your future.

Keep in mind that professional naming firms devote anywhere from six weeks to six months to the naming process. (We understand that not everyone has that time luxury and we can work with you to get you up and running within a couple weeks).

Once your decision is made, start building your enthusiasm for the new name immediately. It’s time for logo development, website design and promotion, social media outreach – the list goes on.  Bottom line?  Make sure you have a marketing plan in place.  After all, you’ve invested so much time (and some money) in getting your business together and your name solidified.  Support your name and your mission with a strong strategy to get you noticed and successful!

Need help developing a business name and brand?  Contact the experts at SK Consulting.  From Concept.  To Creation.  To Implementation.  We’re there with you every step of the way!

Sales vs. Marketing: Which One to Use?

When people use the word marketing to describe sales, it’s enough to make any true marketing professional’s blood boil.  While sales and marketing are used interchangeably way too often, there IS a distinct difference.  So, don’t ask whether you should focus on sales or marketing…because the answer is both.

Think of marketing as a machine and sales as one important cog to keep that machine running.  You see, marketing and sales are two different things that are – or should be – part of a company’s business strategy.  Sales is quite straight forward. It involves actually selling the company’s products or service to its customers. Marketing is the process of communicating the value of a product or service to customers, so that the product or service sells.

Marketing has a much larger scope than sales.  It is about how a company places itself in the market and in the eyes of its customers and potential customers. It also incorporates what products the company sells. In short, marketing ensures that sales take place; that a sales team is armed with the tools needed to promote and highlight services and products; that the customers are confident enough to buy from the company. Hence, it can be said that sales is a PART of marketing.

A successful marketing plan has a lot of moving components.  But, to truly be effective, marketing requires the 4 Ps - Product, Price, Place and Promotion. Marketing is the first and the broadest step to make sales effective.  Once the mix is in place, sales can take off!

The 4 Ps of Marketing

Product – the product is either a tangible good or an intangible service that seems to meet a specific customer need or demand. All products follow a logical product life cycle and it is vital to understand and plan for the various stages and their unique challenges. It is important to recognize those problems that the product is attempting to solve. The benefits offered by the product and all its features need to be understood and the unique selling proposition of the product need to be studied. In addition, the target audience for this product needs to be identified and understood.

Price – the price is the actual amount the end user is expected to pay for a product. How a product is priced will directly affect how it sells. What is the perceived value of the product to the customer?  If a product is priced higher or lower than its perceived value, then it will not sell. So, it’s important to understand how a customer sees what you are selling. If there is a positive customer value, then a product may be successfully priced higher than its “monetary value”. But, if a product has little value in the eyes of the consumer, then it may need to be underpriced to sell. Price may also be affected by how competitors price a rival product.

Promotion - marketing communication strategies and techniques all fall under promotion.  From advertising to sales promotions to special offers and public relations.   Whatever the channel used, it is necessary for it to be suitable for the product, the price and the end user it is being marketed to. What the difference between marketing and promotion? Promotion, like sales is one cog in the marketing machine.  It is the communication aspect of the marketing function.

Place – Also referred to as placement, this deals with how the product will be provided to the customer. Distribution is a key element of placement. The placement strategy will help assess what channel is the most suited to a product. Is it primarily on-line, in-stores, virtual, etc.?  How is it being promoted and where?  Social media?  Traditional media?  Determining your true target audience and their habits is key to getting the place or placement right.  Place can also include where in the store or in the community is this product or service located?  Top shelf?  Bottom shelf? Check-out lane?  Drawing the right customer to the right place at the right time is important!

What else is Marketing?

The essential goal of marketing is to increase the desirability and value of the product and of the company to the customer.  Beyond sales, there are so many things that go into effective marketing, like:

Consumer research - to identify the needs of the customers.

Product development - which aims to design a product to meet those needs.

Advertising -  to raise awareness, build the brand and to generate interest in the product.

All of the above, if done right, should naturally lead to a position where sales can happen.

Summary

Marketing is the reason a person goes to a particular store or place.  Sales is the reason that a person buys a product or service from that particular store or place.  For example, a retail store gets you there through marketing.  The associate sells you a particular product within that store.

Still not sure where marketing ends and sales begins?  Good, because it is a fluid process wherein all cogs need to work together.  When that happens, so does success!

"Old-School" Branding Techniques Still Have a Place In Today’s Market

Everything is so fast-paced these days: You go to bed thinking you’ve mastered the world of technology and wake up to a brand new invention – the ‘latest craze’ in communication or business development. 

If you think it’s hard for you to keep up with change – think of it from a company’s standpoint.  They have to keep up and stay relevant, they have to adapt their branding, marketing and sales efforts at the same or faster pace than new technology emerges.

The show Mad Men encapsulated the old-school way of advertising – designing billboards and magazine ads relevant to those times.  These jobs still get done, just in a different way and with different tools.  Today, instant publishing is all the rage. Despite the changes that the marketing industry has experienced, some old-school branding and marketing strategies just as effective today as they were decades ago.   

The following are a few branding and marketing strategies that are just as valuable today as yesteryear:

Business cards. Business cards are less common now that texts and apps and email are so prevalent, but they’re still effective. Business cards visually represent you and your brand -- they have your logo and contact information, which should stand out in your prospect’s mind. When designing your business card, make it one that people will remember so that when a prospect needs your type of services, he or she will think of you first.

Snail mail. We all love getting personal mail.  Most of the time, our trips to the mailbox result in bills or advertising disguised as letters.  You don’t have to trick consumers into opening your mail in order to have a successful snail mail campaign. Although impersonal ads are disappointing, coupons and discount notifications are not. There are many card companies that can help you become more personal and relevant to your potential and current customers.

Public Speaking. Speaking at events is a great way to get your company’s name out to people already interested in your industry. Search out events related to your field or let connections know that you are available to speak; then prepare an address that is educational and meaningful and will make a lasting impression.

Think about the last time you attended an event about something you were interested in. Did any of the speakers stand out to you? Why?

Publishing testimonials.  At SK Consulting, we preach the need for testimonials. Customers turn to online reviews and testimonials all the time before making purchasing decisions or deciding which service provider they want to use.

Asking existing clients for testimonials and then publishing their words on your website and printed marketing materials helps establish trust.  Don’t forget to ask your customers to write a review on Facebook and Google – provide them the direct link to where their words can be published.

Sponsorships for community events. Whether a local high school football team or a charity walk to raise cancer awareness, an event that gets you involved in your community – and noticed -  will raise awareness of your company and the things you do. It makes for great PR as well because it shows that you and/or your company care about the community and are dedicated to giving back.

Cold calls. The term “cold calls” has a negative connotation because rejection is tough and some people just aren’t cut out for sales. Assigning one of those people to cold calling won’t result in much success. But, others do their best work when making cold calls.

With cold calls, you need a plan in place that includes a list of potential customers and a ‘non-scripted’ script. Once you feel confident in your pitch, call the prospects on the list. Don’t be afraid to digress a little bit or indulge in a personal conversation.

A branding redesign. If your brand has been around a while, it may be time for a redesign.  Although this can be a difficult undertaking, redesigning your brand, logo and the overall look of your company can get you a lot of attention. This is especially true if your branding is outdated. Old customers will enjoy a fresh new look while potential customers will get curious and pay more attention because, let’s face it, sometimes we do judge books by their covers.

Trade shows.  Whether you attend trade shows in your local area or travel to national and even global events, participating in and presenting at trade shows is a great way to increase brand recognition. Not only can you get your name out there, but you can show potential partners and customers your products, what they do and what else you have been working on.

The above strategies may not be the newest ways to brand and market your business.  But, they have been tried, tested and proven true. If you need help incorporating traditional strategies into your forward-thinking marketing plan, contact the experts at SK Consulting today!

Attention Associations – What’s Your Brand Benefit?

Many times, branding is misunderstood.  Businesses and individuals, alike, use the term interchangeably with marketing or public relations.  But a brand is the identity of a business, organization and helps tell the story and give others an incentive to buy into what you are all about. 

Many business owners and organization leaders don’t put as much thought into it as they probably should.  Take, for instance, associations – member organizations that don’t have a product to sell, but benefits.  Associations need strategic branding more than anything to sell memberships.

Branding is not just about the graphic representation of an association in the form of a logo. The visual representation of a logo as part of a brand becomes more meaningful and valuable if it encapsulates and communicates effectively the association’s core identity: its brand voice, mission, vision, values, goals and brand story.

Too often the foundation of an association marketing strategy, an organization brand, is ignored when developing association marketing strategy and tactics. How do you build an organization’s brand? The temporary victory that comes from developing an association’s marketing strategy without redeveloping or redeploying a brand strategy is anything but traditional.

Branding As Marketing

Your organization’s brand needs to steer your marketing strategy if it’s going to grow market share and increase your association’s preference. Branding an association or an organization means it must blend with the marketing organically.

An association’s brand is dependent on the organization members and prospective members – they help identify passion points and benefits of services offered and services that should be offered. Most association marketing strategies lack this thought process because they have confused their association’s brand with their corporate proposition or product (association) attributes. As a result, the marketing efforts fail.

When branding an association look closely at the aspirations of the prospective members

The reason most marketing strategies fail is not because the organization’s strategy was wrong, rather because internal decision makers are unable to observe the association’s brand dispassionately. To put it into perspective – do you really know how you appear to others? For example, how many bald men think the “comb over” is an effective disguise? People cannot see themselves as others do, and organization marketing departments quickly reinforce this fundamental truth when they step into the “corporate body” — unable to see itself dispassionately.

More often than not, the corporate body reacts in terms of its own needs and wants. Such blindness presents an opportunity for other organizations or associations that are willing to see association brand development as central to its marketing development and not simply as something to be managed.

How Marketing Has Changed

Brand is about persuasion because it is all about the beliefs that drive your target audience. It is not static.  It is a fluid idea that continually changes with the wants and desires of prospective members.  

Branding an association without a concrete marketing strategy as part of its deliverables is like going to the finest restaurants in the world, deciding what you want to eat, and then eating the laminated menu rather than what you ordered.

Surrounding and supporting core identity are the brand components and applications that capture the identity of the association. Brand components, such as the logo, tagline, imagery, colors, shapes, tone of voice, layout, style and font type are ingredients in creating the unique identity of an association’s brand. They include corporate stationery, web site, videos, office environment, brochure, social media, etc. All these are relevant in designing and building a brand.

Again, branding is a process and brands should be nurtured. The design process from research, brand strategy formation to the creative expression of the logo are all essential parts to a brand. To create an effective brand, an organization must incorporate the following components:

• People—the association’s main asset. Whether a volunteer or an employee, they provide time, expertise and contacts.
• Belief—reflects the association’s core values, which drive its people to achieve positive and progressive outcomes.
• Cause—describes the organization’s mission and is a fundamental part of the brand story.
• Stories—represent the many “voices” of the association and its members.
• Advocacy—is about the association’s purpose, which is the core and reason for being.

Finally, brand management is a critical part in nurturing brands and requires the commitment of the organization’s leadership, involvement of the staff and identification of those who will be champions.

How does an association start to brand itself?

• Discover who you really are, what you want to be known for.
• Understand prospects’ pain points.
• Know what solutions you provide.
• Develop and share your story in a clear, consistent manner.

Is branding for associations? A resounding YES! Countries do branding (for tourism, etc.), companies do it, too (to sell their products) as do people (for personal equity).  Why not associations? Associations touch lives, provide benefits and can make a positive difference to an individual or business – so, why WOULDN’T an association invest in branding?