Your Best Online Marketing Brand Will Be Invisible

Recently I was chatting with “Mary,” a neighbor who holds a responsible senior position in a major hospital. I told her I had just reviewed a really awful book on personal branding.

Mary frowned. “I hate all this branding stuff,” she said. “I don’t want a brand. I don’t have a brand. I’m just me.”

“But I bet you’ve got a reputation,” I said. “You’ve been around awhile. People say things like, ‘Mary’s the go-to person when we have a crisis.’ Or, ‘Mary’s completely reliable: when she says something, you know she’s as good as her word.

Mary nodded slowly. You could see the wheels turning as she realized she had plenty to brag about… and her brag would be the beginnings of her brand.

“You know, you’re right,” she said. “I guess I do have a brand after all.”

Mary is not unique. Many business owners claim they don’t have a brand. Sometimes they tell me they can’t see other people’s brands either. “Sam is a famous millionaire marketer,” they say, “and he doesn’t have a brand. He’s just… Sam. He doesn’t even have a logo!”

Of course Sam has a brand. It’s just invisible. And that means it’s even more effective. It’s stealth marketing: you don’t realize it till you’ve experienced the power.

It’s like make-up or a really good hair coloring job. “Professional make-up job” means people assume tell you’re wearing any. And we compliment our hair stylist when people say, “Oh, do you color you hair? It looks so natural.”

Bottom line: When it’s invisible, we feel we’ve reached the real YOU.

Recently I was listening to a teleseminar by a well-known media coach. I was struck by her unique speaking style, which communicates her brand: smooth, confident and completely different from most presenters. She doesn’t seem to be selling. She sounds casual and conversational.

But if you listen closely you will recognize some fine-ly developed marketing techniques. She seems to be telling stories but every line and every anecdote has a purpose. I sounds effortless but I bet she’s worked a LONG time to create that impact.

Some other examples:

– A successful marketer brands herself on her personal story, from fumbling start-up to confident international success (and a bank account that’s growing along with her business).

– A consultant brands himself by his experience in an unusual occupation that seems completely unrelated to his present field… until you learn the whole story.

That’s REAL Branding

These business owners feel comfortable sharing their strengths and claiming their bragging rights. They haven’t gotten hung up on colors or catchy slogans; in fact, you’d be hard-pressed to find logos or slogans on their websites or even business cards. Their brand is about recognizing who they are.

The New Marketing Branding Strategy of the Future – NSP (Need Selling Proposition)

In the early 1940 a new marketing concept that was first proposed by Rosser Reeves of Ted Bates & Company. This theory states that campaigns that make unique propositions to the customer will convinced them to switch brands. This is a very logical way of thinking. Today the term is used in other fields or just casually to refer to any aspect of an object that differentiates it from similar objects. These UPSs was used as a basis for their marketing campaigns by many businesses.

Emotions (with logic of course) are an effective marketing strategy for the purpose of shifting consumer buying trends. It is known that some people buy emotionally and justify it with reasons. The Use of emotional appeals in the advertisements is sometimes known as emotional selling proposition (ESP). This theory has evolved in the 60’s. Since then much other marketing branding strategy has appeared; OSP (organization selling Proposition), BSP (branding selling), MSP (me selling – putting the consumer in front) and in 2000 there was HBP (holistic buying).

All these theories are very diversified much similar to the human condition. There is no one why of branding you products or services, it depends largely on the potential consumer profile. But with all these branding strategy there is one common thread. They all address the consumer needs (N). So in this respect if you can tap into your potential client need you can develop a compatible marketing strategy to fit your market.

Today marketing experts say that you have to have one strong brand name, but your market has different needs that are changing with time. NSP (need selling Proposition) allows companies to be more flexible with their branding and marketing thus encouraging companies to always know their customers. Need (N) are the bases of all human actions, whether it be the need to eat, drink, love, accumulate knowledge or just have fun. If you are acting in a certain way it is because you want to fulfill a specific need at that moment that will change the minute it is met. Most needs are spiral shape action where they need to be met again in the future, near or far and not always in a same way.

By knowing this we need to change our branding and marketing strategy as often as our consumers changes their needs. So we can maintain the loyal base that our brand is based upon. Marketing strategy has changed through the years, people have changed as much. NSP is the future of selling.

Using Sex To Market & Brand Your Small Business

“The whole idea of guerrilla marketing is to transform cold prospects into consenting partners.” Jay Conrad Levinson

Levinson´s brilliant article makes analogies between sex and guerrilla marketing…here, I´ll focus on a couple examples where sex was blatantly used to market small businesses in atypical guerrilla fashion. Both examples offended people and ruffled feathers. Why was one a brilliant success and one a colossal failure?

In early May, a certain Chicago Billboard It caught the eye of every U.S. media outlet. Lots of people hated the sign, especially those that viewed the sign as actually encouraging divorce. Due to improper permitting, the City of Chicago forced it to be removed, which kept the story in the media for a longer period of time. When a new version of the sign went up, news coverage continued giving the firm even more exposure.

Were there tangible results? The lead lawyer of the firm appeared on network television and the local news stations provided saturation coverage of the story. Alexa shows huge traffic spikes to their website. The firm got links from the Wall Street Journal and the Tom Leykis show. Variants of their ad slogan appear close to 30,000 times in Google. Almost every prospect in their target market likely knows of the firm (or at least the ad) and in an industry where few lawyers create any ads (let alone memorable ones), this firm has grabbed incredible mindshare by advertising with this sexy billboard.

The ad likely resonated with people because it portrayed divorce and the opportunity to be single as a hedonistic fantasyland so far removed from the truth (for most of us) that a viewer can suspend reality long enough to laugh, remember the image/message, and tell all their friends. The word-of-mouth around Chicago must have been tremendous. Through their billboard, the firm has branded themselves as the Chicago divorce lawyers that everyone knows. They should now reinforce their display advertising with SEO / PPC / Social Media Optimization to make their branding as strong online as it is off.

This is the billboard.

By contrast, I found via SEO-Blokes a story published on an online marketing agency website entitled “How Website Design Got Me Laid“, which is a textbook example of how not to brand your business with sex.

Now, I´m not totally against the concept of writing a story about a tryst at a SEO conference (which what was done here), providing that it´s clearly fictional and (perhaps) a vehicle that satirizes the unique interpersonal relationships that can occur between conference attendees:

“The look she gave me from across the room made me realize I don´t need to surf Google Images with safe search ‘off´ anymore…she was shallow and superficial, so I nicknamed her ´Mahalo´…I never dugg blondes but have always preferred Reddit heads…”

Unfortunately, the unnamed author (no name makes the offense even worse) does not make it clear to the reader whether this is parody or truth…and in the small search community, if it could be true, people will start to wonder who is represented in the story and do I know them?

I guess (and I´m reaching for any explanation why this story would appear on a corporate website) that the company in question is trying to brand itself as young and hip. However, casting the narrator in the Dustin Hoffman “Graduate” role and setting the story at SMX just doesn´t work. The story make the narrator look like a total dolt and by portraying the female character as a simple-minded Mrs. Robinson, is extremely insulting to all women.

Along with the book publisher who swiped Google´s laptop, Lifeblue (the agency that published the story) has to be strongly considered for the marketing turd of the year award. I can´t see any positive outcomes arising from this effort.

If you decide to use sex to advertise your small business, be very careful…you might be cutting edge or you just might get cut.

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