Once a Day Marketing: positioning

Showing posts with label positioning. Show all posts

Monday, March 20, 2017

Marketing 101: Determine the Positioning for Your Brand (Knowledge)

Hello, I’m Jim Glover, "That Branding Guy" for Once a Day Marketing™. Today we’re sharing a bonus - Part VIII in our series on the fundamentals of marketing using the 7Ps with a discussion of Positioning.

Positioning is an essential first step in creating a brand and it’s important that it be established prior to the start of any marketing efforts. A positioning statement provides the “why” behind your brand and creates a compelling image of how you want to be perceived in the marketplace.

It identifies your target market(s) and the functional and emotional benefits your brand provides your customer. It establishes a frame of reference and point of difference from your competition. The goal of your positioning statement s to set your company apart and help you be number one in the minds of your target customers.

The positioning statement is foundational to virtually everything else you do with respect to your marketing and branding. It drives your strategy and tactics. Having a great positioning statement will lead to better marketing in the future. The statement is for internal purposes and will evolve over time as you continue to redefine such things as new target customers and the benefits of your brand.

In the videos below we define the elements of a good positioning statement and provide a template for you to use to craft your own brand positioning statement.

Watch our Once a Day Marketing™ videos to learn more:

Once a Day Marketing™ inspires clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at11:00am (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

Tuesday, December 24, 2013

Ask Those Branding Guys Year in Review (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Ask Those Branding Guys 2013 Highlights
Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and Those Branding Guys―Jim Glover and Dave Hayduk―are reviewing the first year of the radio show.

On our radio show Ask Those Branding Guys, we reviewed strategies and advice from the 50 great guests we had on the show this year.

Those strategies include new location and great loyalty program for local Santa Fe Mountain Sports. Widmer Brothers Brewing advised to stay true to the story of your brand and maintain authenticity. Doodlet’s gift shop owner Steve Young noted how he shares stories behind the locally made artwork that is sold at the store.

Crisis Management was also a topic discussed on the show. In light of the recent payment data compromise at Target stores this is a timely subject. Stephan Dill’s advice is to be prepared and have a plan to respond. Glover remarked that it is also imperative to take responsibility when unfortunate incidents happen to your business.

Hype Life Brand’s advice to reach Gen Y is to ensure that social media is integrated with your advertising campaign. Look for more social media topics on the show next year. Green businesses also hold appeal for a large audience. Options beyond just “being green” include becoming a B Corp and telling customers about your socially conscious approach.

Paulson Marketing summarized branding in the three key attributes―unique, compelling and believable. Every brand should ensure they combine these elements to build a successful brand.

Listen to the podcast to learn more branding and marketing tips from these exciting guests on Ask Those Branding Guys in 2013.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MST) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™. All rights reserved.

Tuesday, December 17, 2013

The Importance of Top of Mind Branding (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Bill Fellows and Top of Mind Branding
Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing top of mind branding.

On our radio show Ask Those Branding Guys, we spoke with Bill Fellows, a branding consultant who founded Top of Mind Branding four years ago. The focus of our conversation was the importance of ensuring your customers think of your brand when making their purchase decisions.

Glover and Fellows reiterated how imperative it is for any size brand to ensure they are top of mind with their customers. Social media is a powerful tool for creating aided awareness, which contributes to the goal of consumer awareness and the ability to recall a brand at point of sale; however, it also creates clutter.

Fellow contributed that a brand resides in the mind of the customer. A company can influence it but ultimately cannot control what an individual consumer thinks. Branding is the sharing of what a company would like their customers know about the brand. The two keys to successful branding are consistency and time.

Fellows shared that the path to top of mind begins with identifying your target customer. Then determining the image you want to have in the customers mind. For existing brands, you also have to understand the perception of your brand in the marketplace. Once you understand the landscape, create a plan to deliver that message across your company as well as to the customer.

Enjoy the podcast.

Tuesday, December 10, 2013

Branding a Retailer With Eclectic Merchandise (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Doodlets Retail Gift Shop

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing branding with a Santa Fe retailer.

On our radio show Ask Those Branding Guys, we spoke with Stephen Young, who, along with his wife Lisa, own Doodlets in Santa Fe. Doodlets is a retail store with a collection in excess of 100,000 unique, fun and interesting items including whimsical gifts, toys, books, cards art and holiday merchandise.

According to Young, this distinctive collection of items along with the stories behind them is the appeal that differentiates Doodlets from the competition. Stephen and Lisa support local artists and the community thereby creating an emotional bond with their customers.

Other keys to success that Young shared are their great downtown location, a staff that spreads happiness and leveraging unique ways to let potential customers know about the store. These efforts include displays in local hotels, concierge referrals and a bubble-making machine outside the location that draws the curious in for a closer look.

Doodlets branding challenge has been the lack of a website. A new site will be available in 2014. Glover suggested that the site contain a retail component and that it be ready prior to commencing efforts to drive traffic through social media channels such as Pinterest, Facebook and Instagram.

Enjoy the podcast.

Tuesday, December 3, 2013

Maintaining Brand Continuity (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Author Anne Hillerman Spider Woman's Daughter

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing continuing the legacy of a popular brand.

On our radio show Ask Those Branding Guys, we spoke with journalist and author of Spider Woman’s Daughter, Anne Hillerman. Anne is the daughter of best-selling author Tony Hillerman who was best known for his mysteries set in the American west. Anne is continuing her late father’s writing and bringing back some of his most popular characters.

Anne was inspired to continue with her Dad’s series due to demand from readers for more stories including popular characters Joe Leaphorn and Jim Chee. Success of her previous book, Gardens of Santa Fe also provided encouragement.

Anne feels that the Hillerman brand was popular because of the way he wove his stories around Navajo characters and accuracy in his depiction of places. The fact that the detectives in his stories were not those typical of the genre gave them a unique appeal.

Since this was an existing brand, as she was writing Anne realized she had big shoes to fill. She knew there was room for her own style but also realized that she had to maintain continuity and be true to the way her father wrote the characters. Cover art was based on designs from the Tony Hillerman books, however, it was updated to reflect a new era.

Anne is using Facebook and other social media to let fans know that the brand is active once again and to generate interest in Spider Woman’s Daughter. As she moves forward, Anne is expanding existing characters as well as creating new characters of her own.

Enjoy the podcast.

Tuesday, November 26, 2013

Promoting an Iconic Brand (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding the Sound of Music Movie

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing promoting an iconic brand: The Sound of Music.

On our radio show Ask Those Branding Guys, we spoke with artist/actress Debbie Turner best known for her role as Marta in The Sound of Music. The brand of The Sound of Music remains robust today in part through the efforts of Debbie and other cast members.

Originally released in 1965, The Sound of Music is one of the largest grossing films of its time and winner of five Academy Awards including best picture. Today, lyrics from the movie are recognized among the top movie songs of all time. The movie's popularity is still strong as evidenced by a recent YouTube posting of a flash mob dance to the song Do-Re-Mi in Antwerp that has generated 28 million views.

Debbie attributes the longevity of the brand to the fact that the movie is based on a true story, the strong cast and great music. To maintain the brand, Debbie and fellow cast members have made appearances on morning shows and talk shows as well as signing autographs. Debbie has also created a poster of the cast for sale on her website. Visit Sound of Music Poster

With the 50^th anniversary of the movie coming in 2015, Debbie proposed the idea to feature the Sound of Music float at the Pasadena Rose Parade and would like to see Julie Andrews as Grand Marshall. We think that's a very good branding idea.

Enjoy the podcast.

Tuesday, November 19, 2013

Brewers Guild Promotes Member Brands (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: New Mexico Brewers Guild

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing how a statewide brewer’s guild is working hard to promote its member craft beer brands.

On our radio show Ask Those Branding Guys, we spoke with Christopher Goblet, Beer Ambassador with the New Mexico Brewers Guild. Christopher shares his insight into what it takes to successfully brand and market the craft beer makers in the 30-member guild.

The New Mexico Brewers Guild is like a chamber of commerce for beer-makers. The mission of the organization is to promote, protect and education the public about crafter beers throughout the state of New Mexico.

The guild's brandline is "Frontier of Beer," denoting New Mexico's pioneering spirit, its desire to enhance the science of beer making and New Mexico's association with the final frontier: space. Christopher joked that perhaps New Mexico will be the first to send craft beer across the universe.

Goblet added what makes New Mexico's craft beers unique is the diverse personalities of the regional brewers and the fact they are always brewing up something new.

One tactic that he highlighted which is working well for the brewers is to collaborate and partner to enhance the overall craft beer experience for beer enthusiasts in the state. Other tactics mentioned that enhance brand awareness included remote tasting rooms located at tourism destinations like the famous Taos Ski Resort and hosting major beer tasting events to increase interest, trial and product adoption.

The biggest challenge facing small craft brewers is understanding branding and marketing, and devoting enough time to build their brands. Often times the brewers are spending so much time making outstanding beers they do not spend enough time marketing.

Enjoy the podcast.

Friday, November 15, 2013

Be a Top Social Business (Digital Friday/Positioning)

Once a Day Marketing™ featured video blog: Becoming a Social Business

Hello. I'm Jim Glover that branding guy with Once a Day Marketing™. Today is Digital Friday and we are continuing our conversation on the importance of being a social business.

Becoming a social business is more than just using social media channels like twitter and Facebook. It means you have made a serious commitment to social media and to engaging customers, vendors and partners and your employees through these tools. A social company is seeking to be an industry leader in social media as well.

The Dachis Group is a company that tracks social media businesses and publishes an index which rates the top social businesses. This week’s list includes Disney at #1, followed by Viacom and News Corp rounding out the top three. Google, Sony, Nike and the Microsoft are also in the top 10. When you consider the companies named, it’s not surprising that they are leading as social businesses.

For these big brands, it’s about more than just having the resources to engage social media; they understand the importance. They know being a social business builds brand awareness, customer loyalty and increases mind share and advocacy.

Tuesday, November 12, 2013

Branding an Art Gallery in Santa Fe (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Marketing is a Work of Art

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are discussing branding an art gallery.

On our radio show Ask Those Branding Guys, we spoke with Darrell Hilley, Owner of the Santa Fe Art Collector Gallery. Darrell shares his insight into what it takes to successfully brand and market a gallery in a highly competitive market.

Santa Fe Art Collector represents approximately 35 diverse artists; Hilley shares that it is essential to appeal to a broad spectrum of taste in order to draw a wider consumer base. Also, he recently moved the gallery to an area with higher foot traffic of more targeted customers and has found the change in location to be very advantageous.

Hilley watches the trends in the market such as the increasing appeal of unique and colorful pieces as well as consumer interest in lower priced pieces and responds accordingly. Consumers are now more drawn by the particular piece than to a specific artist.

With a majority sales to out of state customers, Santa Fe Art Collector uses printed media targeted at collectors as the preferred form of advertising. The gallery does have a website, however, customers don’t generally purchase a piece sight unseen.

Glover commented that leveraging the collector magazines is essential to define your brand along with other large galleries. If a presence is not maintained in this arena, the gallery will not be on the radar of potential customers planning their visit using this medium.

Enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™. All rights reserved.

Wednesday, November 6, 2013

Specializing and Being Unique, Compelling and Believable (Action Wednesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Paulsen Marketing and Specializing a Brand

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Action Wednesday and we are asking you to review whether or not your brand is specialized as well as unique, compelling and believable.

On our radio show Ask Those Branding Guys, we spoke with Mark Smither, VP and Strategic Director at Paulsen Marketing, experts in agriculture and rural lifestyle marketing. Their Agri-branding specialty has evolved from Paulson clients’ need to understand what their consumers are thinking. Paulsen conducts research and shares this information online.

Specializing in marketing for agri-business has secured a place for Paulson Marketing as one of the top agencies in this niche and has resulted in the agency being considered as a thought leader in their market.

Smither shared his insight around branding agriculture products and appealing to target markets. One client, Kubota Tractor, was positioned to target customers moving back to more rural locations who needed a tractor to maintain their larger property. This strategy has proved successful for over 14 years.

Challenges for the Paulson Agency include assisting clients to answer the question Who Am I? To define this, Smither cited the importance of listening to your customers (market research) as well as identifying what is unique, compelling and believable about their company.

The Paulsen segment begins at 33:08 – enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys every Monday at noon (MDT)streaming live on SantaFe.com KVSF 101.5 FM.

Tuesday, November 5, 2013

Branding Tips From The Pros (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Real-Life Big Brand Marketing Experts

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are talking branding with two real life "big brands" marketing experts.

On our radio show Ask Those Branding Guys, we spoke with Jim Patterson and Chuck Lieppe former advertising executives with the Leo Burnett Agency and Procter & Gamble, respectively. Both of these original "mad men" had long and successful careers managing domestic and international accounts and brands. They share a few pearls of wisdom with us today.

During his tenure at P&G, Lieppe managed brands that included household names like Tide, Pampers and Crest, just to name a few. Patterson was involved with other familiar brands such as McDonalds, Coke and P&G.

Patterson's Leo Burnett was also instrumental in the development of many of the enduring characters that represented brands. The Maytag Repairman, Morris the Cat, Charlie Tuna and the Jolly Green Giant all had personalities of their own and became part of the consumers lives. He went on to say that this type of character is being seen less often due to the shorter time advertisers have to connect with customers.

Lieppe shared that at P&G there was a very specific process for product launch. The main focus of which was understanding the need of the customer as well as the market, and striving to provide a product to fill that need.

Patterson’s tip; focus initial efforts on research. Lieppe added that you need to ensure you tell your customer how good your product makes them, rather than how good your product is.

Enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™. All rights reserved.

Tuesday, October 29, 2013

Branding a Solar Energy Installer (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding Positive Energy Solar

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Strategic Tuesday and we are talking about branding with a New Mexico solar energy company.

On our radio show Ask Those Branding Guys, we spoke with Regina Wheeler, CEO of Positive Energy Solar; a company that installs solar power equipment for homes, business and institutions. The market for solar equipment has become more competitive and costs have fallen. Consumers may now see a payback in as little as 8 years and numerous financing and support programs are available.

From a branding perspective, Glover observed that the company could not have a better name. The tagline of “It Pays to be Positive” also does a great job on numerous levels as it conveys the sentiment that is pays to both install solar equipment and chose Positive Energy Solar.

Wheeler shared that the marketing environment has been very dynamic and is constantly changing. Currently, 60% of Positive Energy Solar business is derived from referrals and customers are incented to refer others. Parties and events are also a successful advertising method. Marketing effectiveness is monitored and methods are revised as needed. Wheeler knows it is important to remain top of mind, especially for a product that has such a long purchase cycle.

Positive Energy Solar’s biggest challenges include an evolving demographic where the target market is shifting from an older, wealthier customer to a younger client. They are also in a market where there are competitors that run very aggressive advertising campaigns.

Enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at noon (MDT) streaming live on SantaFe.com KVSF 101.5 FM.

© 2013 Once a Day Marketing™. All rights reserved.