Branding a Cloud-Based Application (Strategic Tuesday/Positioning)

Listen to our featured Ask Those Branding Guys radio show podcast: Branding MyIdeaTree Application

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are discussing what it takes to brand and market a cloud-based application.

On our radio show Ask Those Branding Guys, we spoke with Ron Newman, owner of MyIdeaTree, developer of a visual project management and collaboration application based in the cloud.  Newman has created a great tool that enables collaborators to share ideas virtually and harness all the content on the Internet as well.

Newman discusses the strategy he is using to build his brand and target potential users.  He shares his latest branding successes and challenges including new pricing strategies and product innovation.  Hayduk and Glover share branding tips for Ron to follow as he rolls out his brand.

Also appearing on the show is Stefan Dill, owner of Dill Communications, a consultancy that emphasizes crisis management support for its clients.  Dill discusses Cheerios' latest television campaign that features a mixed-race family which is causing a stir among some customers.

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.

How Strong is your Brand? (Smart Monday/Positioning)

Once a Day Marketing™ featured video blog: Brand Strength Defined

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Smart Monday and we reviewing an old Young & Rubicon (Y&R) model specifically looking at brand strength.

Y&R determined that there are two elements that make up brand strength, differentiation and relevance.

Differentiation means how different and distinctive your brand is to your customers or in the market place.  There should be clear point of difference between your product and your competition.

Relevance is how meaningful that differentiation is to the customers.  Do they really embrace it?  Is there a mass market?  Or do few people seek out your product because it isn’t relevant to them.

Why is this important?  If you want to strengthen your brand the first thing to focus on is differentiation.  If you are just like everybody else it’s going to be very difficult to create a strong brand.  With respect to relevance, you don’t have to be all things to all people.  Your brand should be relevant to the individuals you believe are seeking out your product.  If you are able to differentiate and become relevant to customers, the strength of your brand will increase dramatically.

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.

Don't Let Social Media Overwhelm You (Digital Friday/Promotion)

Once a Day Marketing™ featured video blog: Be Selective With Your Social Media

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Digital Friday and we are looking at the initial launch of a social media campaign.

In previous blogs we've discussed the importance of creating a social media campaign and how it affords you the opportunity to develop individual business relationships online.  We refer to this as creating a market-of-one or people-to-people (P2P).  

Because there are so many social media channels, you might be overwhelmed where to start.  Don't be.  I have a simple recommendation for you.  Pick just one and start.  To me it doesn't matter whether it's LinkedIn, YouTube, Twitter, Blogger, Facebook, Tumblr, Pinterest, Instagram, etc.  The goal is to learn how to develop your content and share it consistently online as well as cultivating the connections as they are made.

If you like to make videos, go with YouTube.  If you enjoy writing, consider Blogger.  If you have little time, perhaps Twitter is the direction to go.  Also research who follows a particular social media channel.  For instance, Once a Day Marketing is a business to business product so we've found LinkedIn to be our best social media tool as compared to Facebook.

Good luck with those social media efforts.

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.

Using Signage to Enhance Customer Experience (Recon Thursday/Physical Evidence)

Once a Day Marketing™ featured video blog: Enhancing Customer Experience Using Signage

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Recon Thursday and we are looking at how business signage can dramatically enhance customer experience.

How many times have you been frustrated when a business doesn't have adequate signage to help you navigate their store or office?  It might start with no sign or a hard-to-read sign on the outside of the building.  Perhaps it is difficult to read the street number.  Or once inside, it's challenging to locate the products you want, find the cashier, or even seek out the restroom.

Signage is part of physical evidence or what your customers see about you brand.  Poor signage creates poor impressions and can diminish your brand.

Create a great brand experience by producing signage that's easy to read, well placed and informative.  You're customers will love you for it.

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.

Promoting Through Online Marketing (Action Wednesday/Promotion)

Once a Day Marketing™ featured video blog:  Marketing Ecosystem: Online Marketing

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Action Wednesday and we are discussing online marketing, another of the nine marketing channels to promote your brand.

With the growth of smart phones, iPads and wi-fi hot spots as well as cheaper high speed home connectivity, more and more people are going online and spending more time when they do.  The goal of leveraging online marketing is to have a presence where your customers or potential customers tend to visit.

To increase your online visibility, try online advertising or gain attention through Google ad words.  You can send information to potential customers via e-mail or offer automated access to your newsletter.  Social networking is another good choice using such sites as Facebook, Blogger, Twitter, LinkedIn, YouTube, Tumblr, and Pinterest.

There are a numerous benefits associated with using online promotion and advertising as an integral part of your marketing portfolio.  You are able to target consumers in ways never available before the advent of the Internet.  You can purchase an advertising presence, or, if you are willing to spend the time, you can get your message out for a lower cost.

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.

Mapping Your Marketing Strategy (Strategic Tuesday/Process)

Once a Day Marketing™ featured video blog: Plan Your Work. Work Your Plan.

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Strategic Tuesday and we are discussing the importance of mapping your marketing strategy.

You work hard to develop your product or service.  Are you working just as hard to market it?  With marketing resources often limited, it's very important to identify how and where to promote product benefits to target customers.  This is your marketing action plan.

You should also identify the costs associated with the implementation of the plan.  Using the marketing ecosystem we've discussed in our blogs, you'll find each channel (e.g. print, publicity, experiential, mobile, etc.) has different costs.  The goal is to maximize the reach and frequency of messaging given the availability of marketing dollars.

Once the action plan is in place it's equally important to ensure you carry out the plan.  Spend time every day to market and strengthen your brand and sales.

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.

Using LinkedIn Notifications to Enhance Relationships (Digital Friday/Promotion)

Once a Day Marketing™ featured video blog: LinkedIn Notifications

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™.  Today is Digital Friday and we are discussing how to use LinkedIn's powerful notifications feature to enhance your business relationships.

As we have said many times, it is very important to cultivate relationships through social media channels.  And as you expand your presence online and start contributing more content, it is sometimes challenging to follow up on all the responses you receive.  LinkedIn has a great feature called Notifications that makes managing these relationships a lot faster and easier.

On the LinkedIn home page you will see a small black flag at the top, and a red number next to it.  That flag/number indicates notifications of responses to your postings are available.  These notifications come to you in real time.  Notification may include a Like of one of your comments, a new comment on one of your posting or it may be that someone has accepted an invitation to join your network or your group.

The most exciting aspect is that now, in one place, there is a dropdown dialogue box informing you of all the recent interactions that you have had.  The Notification feature from LinkedIn allows you to instantly know who is interacting with you and enables you to respond promptly.  This is a great change for you to say hello, thank them for the Like, invite them to connect with you or start a conversation.

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.