In a few words, a brand is a unique design, symbol, word(s) or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors.  Over time this image becomes imbued with meaning through repeated associations with a certain level of credibility, quality and satisfaction in the consumer’s mind.  (We’ll get to this more in depth when we talk about Positioning!)  A brand helps inform harried consumers in a crowded and complex marketplace by signifying certain benefits and values.  The legal name for a brand is a “trademark,” and when it identifies or represents a firm, it is known as a “brand name”.

So, we’ve already touched on a few of the subjects to come in this series; in reading the phrase “design, symbol or words” the term ‘logo’ likely came to mind.  The logo is one component of a brand that will be included in our discussion of Look and Feel.  How about that level of credibility and quality we mentioned?—We’ll dive head-first into how this is actually achieved in our explanations of Tone and Manner and The Brand Promise.

Now that we have scratched the surface of what a “brand” means as a whole, we’re excited to share the many components of a brand—from its creation, to cultivation, to maintaining and holding onto the success a strong brand creates.  Lastly, we’ll take a look at determining when your brand just isn’t working and explore the exciting process of Rebranding. 

Feel free to get ahead of yourself, jump-the-gun, put the horse ahead of the cart, or generally ask any questions, even if you think they might be covered in future posts.  A brand is nothing until embraced by its owners and ambassadors, and can’t fulfill its purpose until you have the tools to build it.  Let’s talk branding!

Sockpuppet Marketing

would you recognize an online sockpuppet contributing to your favorite forum, or commenting on your latest blog post?

Chances are, you’ve slapped a pair of googley-eyes on a sock and called it a puppet at some time in your childhood.  But, would you recognize an online sockpuppet contributing to your favorite forum, or commenting on your latest blog post?  Likely not.

Sockpuppetting is the term given to the act of disseminating information, giving praise,supporting an agenda or bolstering an argument whilst under the guise of a false identity. For example, this type of deceptive marketing is easily conducted by a businessowner who, posing as a customer, could submit positive review about their business to an onlinedirectory.  A few political figures have been caught posting to opponent’s sites, discouraging voters from supporting the opponent in what they claim to be an unbeatable race.

The question of ethics with regard to sockpuppeting is mostly a matter of personal opinion, as while it is generally frowned upon, it is not typically illegal.  Sockpuppeters beware however, as you are in danger of committing computer fraud and/or criminal impersonation.

Ford may have been poking fun at this deceptive practice when they created Doug, the sockpuppet spokesperson for the 2012 Ford Focus.  Check out Doug’s staged press conference video on Mashable, here:

http://mashable.com/2011/03/21/doug-ford-focus/

What do you think about ‘Sockpuppeting’?  Is it a fair-game way of sharing information in today’s anonymous cyber-culture?

You hustled and bustled all season long and are left with an important New Year’s resolution—to make the connections you made count!

Make all that’s Merry and Bright continue into the New Year

The holidays will have passed before we know it.  We hope you’ll be reflecting on the greeting cards you sent and the stack of business cards you networked so hard to collect, with anticipation.  You hustled and bustled all season long and are left with an important New Year’s resolution—to make the connections you made count!  While the season’s events are still fresh in your mind, compile a list of to-dos:

-Those who received a holiday card:  Follow up with a phone call, or even by reaching out via social media, if that’s your contact’s preferred method of communication.

-Those from whom you received a card or gift:  A personal phone call or hand-written thank you note goes a long way.  You will likely be one of few that took the time to say show your appreciation.

-Go through those business cards, and make a note about each one.  Send your business collateral, touch base about a future project, arrange a lunch meeting or make a quick call as appropriate.  Even if it’s simply a tweet in their direction, keep in contact!

-Temporary Holiday Job? :  If you were able to snag a temporary holiday position, be sure to reach out to your employer with a hand-written thank you note.  If appropriate, mention what you most enjoyed about the job—they just might think of you if a more permanent position becomes available.

Happy New Year from TeamZella—Here’s wishing you a 2012 full of success, meaningful connections, and productive business relationships!

Merry Christmas to all.

The holidays are a great time to give back to the community.  While your volunteer work is often its own reward, there are also significant business benefits to consider.  Community giving can be organized on any scale, so even the smallest businesses (or a single individual) can participate.  For a business with a central office, holiday food drives are a great way to network with neighbors in your building or city.  Deliver a subtly branded flier to nearby businesses, or even challenge them to a charitable food/toy collecting competition.  The more your employees, neighbors and community rally together in the spirit of giving, the more company awareness you will generate.  Post your efforts and progress on your social media channels as well, and ask your coworkers to spread the word.

If you’re in search of work during the Holidays, consider volunteering.  Not only will you be making a difference with your time, but you will be filling an otherwise empty space on your resume. Depending on your volunteer position, you could gain insight into a variety of industries including healthcare, event planning, or the non-profit sector.

Job Seekers Rejoice

. . .seasonal or part-time workers could give a company or department time to “try on” several employees on a temporary basis, selecting an outstanding few for the long-term. . .

For many companies, year-end tax to-dos, impending project deadlines and holiday sales mean that they could use an extra set of hands.  Luckily, the Holidays are also a time when job seekers could use an income boost the most.  If managers are smart about putting the word out in time, they could obtain excellent temporary help to ensure that all deadlines are met.

Additionally, seasonal or part-time workers could give a company or department time to “try on” several employees on a temporary basis, selecting an outstanding few for the long-term, if advantageous.  For the job-seeker, it just might be the foot-in-the door that is needed to prove their qualification towards that more permanent position.

If you are sending your resume to hiring managers seeking holiday help this season, here are a few recommendations from the Better Business Bureau on avoiding job-listing scams: 

1.)     Never pay for a background check or any part of the interview process prior to being hired.  Asking an applicant to pay for these hiring/interview fees is how scammers often make their money!

2.)    Work where you are familiar—If you shop at a store or study an industry, you are more likely to understand and assume your job responsibilities when on-boarding time is short.

3.)    Be prepared:  Dress the part, research the company you’re applying to, (hiring managers:  be specific about what the open position entails) and demonstrate your ability to handle the holiday rush.

Read the Better Business Bureau’s full article here:  http://myrtlebeach.bbb.org/article/Crooks-Typically-Step-Up-Job-Scams-Over-Holiday-Season-30820

Deck the halls, and make some important re/connections.

Events are abundant during the holidays.  Whether you are heading to a personal or business gathering, take advantage of the many face-to-face interactions.  Networking can be an incredibly powerful tool, so long as you remember that your goal is to develop a relationship.  Be outgoing, friendly, and prepared with a very brief description of what you do.  You can always elaborate if you pique your acquaintance’s interest; be careful not to frighten them off and kill the congenial atmosphere with an over-zealous sales pitch before the ice has been broken.   In addition to your stack of business cards, consider bringing a pen.  During (or just after) your conversation, make a quick note about where you met the person, a memorable characteristic about them, or a subject about which you’d like to follow up.  If that doesn’t help those of us who are still hopeless at remembering names, here are a few closing tips for doing so:

-When introduced, say “nice to meet you,_______” saying their name aloud.  Follow by repeating it in your head a few times.

-Ask how to spell their name and listen carefully.

-Repeat their name again as you depart; “So nice to meet you, __________”

Say “thank you!” for your comfort and joy (aka partners, customers and employees!)

A holiday card may seem insignificant, but it’s really a subtle signal that a person, company or customer is still a part of your network.  Furthermore, adding an element of your brand or logo just might plant a seed for your company in a business connection’s mind, making you the one they think of next time they need a product or service from your industry.

Be mindful of your relationship with the recipient, and if you have done business with them recently (or would like to in the near future!) be sure to include a personal note and hand-written signature.  Finally, as you plan for the New Year, think outside the box for your Holiday communications:  Stand out from the crowd next year by sending a Thanksgiving card of appreciation long before those December cards start rolling in again!

How are you making the most of your Holiday communications?