Branding Tips | Express-It

RSS

Posts Tagged ‘branding tips’

8 Tips to Build Your Brand: Blog Locally, Publish Globally

28 May

One of the best ways to build your brand and increase your visibility is to establish a blog. Unfortunately, blogging has received an unfavorable rap by some, due to the perceived time and attention given to maintaining a site. To be effective, writing entries on a regular basis is necessary to harness the powerful potential of this communications vehicle — the key benefit of a blog versus a static website.

By writing ongoing entries in your business realm, on the aspect of your work or sharing your passions, your efforts will:

Move you toward building a platform placing you as “expert” in your field or area, by what you share
Increase your possibility to be found on the web, through your blog posts — fresh content found by search engines
Provide a means to make powerful presentations, through articles created by combining blog posts
Powerfully communicate your message to a potentially larger audience than ever before
Connect with other like-minded folk, potential clients, customers who are looking for you, your products and services
Garner possible media attention, as the media is reported to be searching for information and sources through blogs
While you publish your blog ‘locally,’ your potential audience reach is as great as the furthest corners of the blogosphere – globally
Make wise investment of a small amount of your time, for invaluable potential at little out-of-pocket expense

If you carefully weigh and consider the resulting benefits in posting on a blog for the potential return on your investment of time, it is clear what a powerhouse blogging is in the business communications toolbox.

TIP: If you believe you don’t have time to establish a blog or maintain it by writing regular blog posts, I recommend getting some help. Blogs are relatively easy to set up, and can be linked to your established website. Perhaps a local college student could help you in writing posts, based on topics, ideas and information you supply them. Provide enough copypoints for several posts to be written as a batch. Simply review and edit as necessary before adding them to your blog. Schedule them ahead, weeks in advance — done!

Take your branding effort a step further, by turning your blog posts into articles, information products and special reports, to make more money from your effort while securing your expert status to a growing audience!

Find out how to create, market and make more money from reports

I love maximizing my time, don’t you?!

No Comments

Posted in Build Your Brand, business tools

Let’s be Perfectly Clear…

05 May

Effective communication involves more than just selecting the right vehicle or tool as the medium for your message.

A concise, clear statement of what you or your business is about establishes your marketplace position. It helps people understand what you do– stand for – if a meaningful connection can be made.

Convoluted messages turn even the most adventurous away. No one has time to unravel this ball of string. Not now. Not ever. You have to help them!

Conflicting messages not only confuse those who hear, but make you and your company look disorganized and unsure about your mission. The impression gives rise to question: Is this what you’re doing today? What if this service isn’t needed until tomorrow — where will you be, then?

This is more than the proverbial ‘elevator speech’ you hear so often about. It is so much more — and yet, so much less. Your message should be boiled down into the most concentrated form, resulting in the true essence of what you or your company does. It should be in a simple one-liner, in fact.

Some say this is especially important today, but it always has been so. It’s the hallmark of a durable brand, consistently delivering as promised over the long-haul, earning the title of ‘dependability’ associated with it.

How this evolves, is seeded from the one-line positioning statement: the organization’s focus, purpose and realm is clearly presented. It serves to expedite networking opportunities by cutting to the chase and openly offering a position (mission), a view (philosophy), a specific contact (you/business), product/service (solution).

I am an Integrated Marketing Communications consultant. For many years, I have enjoyed working with businesses and professionals, helping them in their communications efforts… I can help you unravel your ball of string and keep it from becoming a tug-of-war!

Do you need some help to fine-tune your message? I am available and currently offering my professional consulting services to help you Amp-Up your unique communications efforts. This is no kit-in-a-box — it is one-on-one time, geared especially for you, my recommendations to help you solve your current challenges and reach your business goals.

I would welcome the opportunity to connect with you, and to discuss your specific needs. Please contact me using this online form (linked here)

No Comments

Posted in A Marketing Moment, Business Building, Communications Clarity, Organizational Success, professional services

The Simple Truth about Authenticity

02 Apr

Authenticity requires “truth in communicating.”

Otherwise, it’s Advertising.

~Becky Cortino

No Comments

Posted in A Marketing Moment, Communications Clarity, branding, communication, marketing, media

Advice from the Caterpillar: Who are you?

10 Mar

Who are you?

Recently, my family and I enjoyed Tim Burton’s 2010 version of Lewis Carroll’s “Alice in Wonderland” starring Johnny Depp. In my mind, this fantastical movie served up some great creative fodder. It left me not only realizing how “Alice” I am in reality, but filled me full of still-deeper thoughts and allusions related to communications and combating business-as-usual.

When Alice and the caterpillar first met, he sleepily asked her, “Who are you?”

“Alice replied, rather shyly, “I—I hardly know, sir, just at present—at least I know who I was when I got up this morning, but I think I must have changed several times since then.”

To me, this statement represented ”business-as-usual.” Over my many years as an adviser, I have frequently observed this practice in action. It’s well-recognized that business owners wear many hats, constantly switching them throughout the day. Sometimes “serial entrepreneurs” are known to switch channels every 6 or 9 months, heading off to what they perceive to be greener pastures. Other business folk use their simplistic business models to turn on a dime — but often cutting corners a bit too sharply, making changes that aren’t a “fit,” albeit the latest marketplace trend.

It all comes back to the original question — “Who are you?” Or – ”who” is your business? A succinctly-elegant elevator pitch is not going skyrocket your business if this foundational element is not defined and fused into the core being of the operation. It is integral and serves as the basis from which all actions flow.

Until this positioning statement is fully defined and embraced, work effort, time and money spent will be wasted over the long-run. A short-term success or surprisingly big sale may occur to encourage, but it is a fleeting moment.

The marketplace is dynamic and ever-changing, but the focus of the overall effort must remain steadfast. To remain viable, is with a clear definition of “who” you are, or “who” your business is — what do you offer? Some may refer to this as a ‘Unique Selling Proposition (USP),’ but I see the USP as something to build upon this core definition. This definition is taking just a small, initial step in devising a positioning statement describing the core element of the business and what it offers.

Are you interested in amping-up your communications or fine-tuning your efforts? If so, contact me any time, via the Contact Form located on this website.

No Comments

Posted in branding, communication, marketing, planning

Facebook Fan Pages Offer Increased Visibilty as a Marketing Edge

05 Mar

Becky Cortino Facebook Fan Page

Recently, a friend and I were discussing Facebook Groups and Fan Pages functionality and use. Both are great tools to connect, communicate and build visibility. Each has distinct features, but choosing the right vehicle for the intended purpose is critical.

Here are some comparisons and my thoughts regarding increasing visibility with Facebook Fan Pages:

Basic Premise:

Facebook Groups allow members to share and collaborate on the group topic or idea. Permissions may be set to allow the Group to be open to everyone, closed or secret, like an offline club.

Facebook Pages allow customers or fans of a brand, company or public figure to engage in conversation, provide feedback and share information in a customizable way. Unlike Facebook Groups, no administrators or officers appear on the Page, giving a more ‘corporate’ look than the club-like image of Groups.

Contact and Visibility:

Staying in contact and increasing visibility are two concerns of either entity. Stories are published in member and fans’ news feeds. Depending upon the time they are sent out or posted, they may be missed. Sometimes Facebook “Notifications” aren’t operating efficiently, causing a Group posting to be missed.

Mass messaging is available only for Groups with under 5,000 members. Fan Page updates are sent to fans, but no inbox messages are permitted. This is one aspect I believe would strengthen the Fan Page, because it allows greater connection. Page stream posts can be targeted by country and language through Fan Pages, but I think the ability to directly message would be more useful.

Google Indexing and SEO:

Both Groups and Fan Pages are indexed by Google, but content in Page updates is indexed by Google, increasing visibility and the possibity of connecting with customers or potential clients. Pages using the Static FBML application have increased Search Engine Optimization.

Fan Pages are Customizable:

Fan Pages have the ability to create a more personalized environment with applications such as surveys, forums, special offers, videos and other interactive features that engage fans. I believe this is another key difference with Pages, that if used properly, has the ability to offer a marketing edge.

Fan Pages Invite Engagement and Sharing with Others:

Interaction is further invited by commenting, “Liking” a post, other media or post sharing features. Through the “Share” button feature, information or an item may be carried outside the Fan Page border, further increasing visibility. By the nature of the Fan Page content, this may be an often-used feature.

Additional promotional tools for Fan Pages include ‘badge’-like widgets and vanity URLs.

Promoting Events:

Facebook Groups are the most effective way to promote Events by sending invitations to group members. There is no way to do this with Fan Pages, other than a regularly-posted item or Status Update. Special promotions or events tabs may be created and used on Fan Pages, which draw attention on the page itself. Purchasing a Facebook ad may support the promotion or event, with increased reach.

Fan Pages Provide Insight through Engagement Metrics:

Fan Pages provide more information to administrators, through engagement metrics through “Page Insights” with demographic information and interaction details.

The Bottomline — choosing the right vehicle for the intended purpose is critical:

Facebook groups are an excellent way to network, share ideas and create awareness on a smaller scale. The Fan Page provides a more personal environment to engage with supporters, fans, and customers in a customized format.

What do you think about Facebook Groups and Fan Pages?

What has your experience with them been? Do you have a favorite Fan Page? What do you like most about it — or is it the brand?

Please share your thoughts, comments and fav Facebook Fan Page links by leaving a comment!

Not long ago, I established my Facebook Fan Page, to share resources, articles and notes on communications, branding and media… Are you a fan? Hope you’ll join me on Facebook!

No Comments

Posted in Facebook, branding, business tools

Integrity is the Essential Element for Brand Durability

01 Mar

How are you building your house?

In marketing today, much attention is given to the concept of “authenticity.” It is an important aspect especially in Social Media marketing. As a means of message consistency, it is often seen spilling over into all facets of branding and communications. It is indisputably a buzz word.

While I recognize the importance of “authenticity” as a component in identity development, I believe “integrity” is where the greatest emphasis should be placed for powerful, solid branding and effective communication.

Integrity is a wholehearted steadfast commitment to central, core values and beliefs that a reasonable person recognizes as important, laudable, and true. It serves as a connecting point, because it can be related to and clearly understood. Because it serves as the basis of a solid foundation for all actions, it is the essential element for creating brand durability. By definition, it is a state of being complete, undivided, unbroken, fully integrated, and sound.

This is important in the marketplace, as people seek connections with entities and others who imbue a sense of stability, strength, tenacity, while offering a perceived value in the relationship of trust and expectation. Perception has much to do with integrity, but deep-seated commitment and dedication to purpose is accurately reflected, established over time. Consistently exhibited values, principles, methods, expectations and results become the foundation.

Integrity is illustrated through adopted business models, and may be observed through self-generated or invited:

Endorsements
Testimonials
Obligations
Commitments
Openness to explore and discuss the ideas presented by others
Ability to receive feedback and criticism

In these economic times, I believe the concept of “integrity” should be revisited, and reviewed in light of clarifying identity, intended purpose as a first-step in the branding process, prior to developing an action plan of pursuit. I view intgrity as the foundation for success and brand durability. What do you think?

For current real-life case studies on integrity and brand durability, watch:

Toyota

Tiger Woods

No Comments

Posted in Durable Branding, personal branding

True Authenticity is Integral in Branding

30 Nov

Andy Warhol Art

Standing out in the crowd as ‘unique’ in today’s marketplace is seen as the way to develop a personal brand, and building a platform for increased marketability. How this is accomplished may be through different means, but basic principles apply.

Being who you are in reality, rather than how you believe your audience wants you to be, is the underlying premise of true authenticity. Authenticity is a core value in the process of branding.

In an effort to become known or establish their personal brand, I have observed people evolving their personas and platforms sometimes seasonally, often with radical shifts – as if no one would notice the change.

This is not a new concept. Sometimes shifts are made to communicate different messages to anyone who is still listening. George Plimpton comes to mind as a consummate example illustrating this type of persona shape-shifting in platform-building.

An American journalist, writer and actor, Plimpton is best known for his seemingly unexpected forays into random venues, including (but not limited to) professional football, golf, tennis, ice hockey, and even a circus high-wire act in the 1960′s and 1970′s. The mere mention of his name related to a surprise appearance for any occasion became a pop-expression of the times. In the 1980′s, he made cameo appearances in feature films and television series, further building on this essential truth for George Plimpton.

American artist Andy Warhol is credited with coining the well-known phrase “In the future, everyone will be world-famous for 15 minutes.” His reference was to the media attention grabbed by celebrity until the audience grew tired. His thought was the media could make anyone famous. It seems some publicity seekers grab onto this concept as a quick-fix in a fast rise to “fame,” attracting media by any possible means, with little regard to consequences.

Two recent instances have pointed up the degree to which the media may be misapplied in this Black Hat practice:

“Balloon Boy” Falcon Heene’s falsely-promoted high-flying misadventure by the six year-old’s parents Richard and Mayumi Heene on October 15, was finally admitted to be a hoax.

Michaele and Tareq Salahi , the couple who crashed President Obama’s first White House state dinner in honor of Indian Prime Minister Manmohan Singh and his wife on November 24, strolled past the security checkpoints and had numerous pictures taken that evening. At this writing, investigations are still underway.

The media reported both episodes were fueled by the participants’ desire to secure a reality television show series through successful execution of their respective publicity stunts, as their platforms.

Headline-seeking tendencies and self-aggrandizement are shifting sands upon which to build a platform. A commonly-held belief that “bad publicity is better than none at all” is an outmoded concept in today’s digital marketing world, where there may be a lot of noise – sound bites, images and words live onward. People may in part “forget” or even to an extent ‘forgive,’ but those images and words carry forward in related baggage not easily lost.

…and while Andy Warhol is also credited with saying “Art is what you can get away with,” effective branding is based upon authenticity. I believe authenticity is the core essence of the essential element of ‘Truth’ in effective Branding. Authenticity lies not in what is portrayed, but rather that which is seen.

No Comments

Posted in branding, marketing, media

Catch the Buzz! Red River Writers Live Buz Buzz: Brand Your Book with Online Video

15 Jul

Red River Writers Live – Biz Buzz: Brand Your Book with Online Video

Catch the “Buzz” from the new Red River Writers Live Biz Buzz Talk Radio Show I’m hosting on tools, tips and technology to build your brand and communicate your message effectively.

This link will take you to the recorded kick-off show with Lou Bortone, as he shares his video branding expertise and ideas for author promotional communications…

No Comments

Posted in branding, talk radio, video

Brand Your Book with Online Video with Lou Bortone on “Biz Buzz”

24 Jun

Discover how to effectively brand and sell more copies of your book with Biz Buzz host Becky Cortino and special guest Lou Bortone, in the kick-off edition of this new show on Red River Writers Live!

July 15, 2009 1PM EDT/Noon CT/10AM PT

http://www.blogtalkradio.com/RedRiverWritersLive/2009/07/15/Red-River-Writers-Live-Biz-Buzz-Brand-Your-Book-with-Online-Video

Lou is a long-time marketing and branding consultant who helps entrepreneurs build breakthrough brands on the Internet, through services such as online video production, video branding, coaching and creative support.

This episode will provide insight in boosting your book’s branding success using video online.

Visit Lou’s website at:

http://www.OnlineVideoBranding.com

No Comments

Posted in Book Marketing, branding, communication, video

Express-It

Posts Tagged ‘branding tips’

8 Tips to Build Your Brand: Blog Locally, Publish Globally

Let’s be Perfectly Clear…

The Simple Truth about Authenticity

Advice from the Caterpillar: Who are you?

True Authenticity is Integral in Branding

Catch the Buzz! Red River Writers Live Buz Buzz: Brand Your Book with Online Video

Brand Your Book with Online Video with Lou Bortone on “Biz Buzz”

Pages

Archives

Categories