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May
18
Many automakers have found success by expanding their product lines and targeting as many consumers as possible. Take the Ford Motor Company, for example. While most American auto companies are struggling right now, over the past 100 years, a great deal of Ford’s success can be attributed to creating a different model car for each type of demographic, consistently positioning each brand for their intended target market.
Ford has expanded their brand to include all target markets. This allows them to appeal to customers in many age ranges, income ranges, lifestyles, and demographics. By targeting many different groups, they can appeal to all customers, capturing the whole market.
2008 Ford Shelby GT500KR
While each Ford brand has different car models that target specific income and age ranges, the following brands generally speak to these car-buying lifestyles:
Ford: The Ford brand is an American icon. They are known for offering a different model vehicle for every price, style, efficiency, work load, gas mileage, or muscle. However, they are typically priced for the middle-class consumer that is interested in driving a sporty vehicle. They are currently trying to position themselves as the hybrid leader in the American market. Target age 18-50. Target income $30-100K.
Mercury: More luxurious than the average Ford model. Generally for middle aged, established adults who are looking for luxury and smooth easy driving. Target age 35-50. Target income $60-100K.
Lincoln: Each Lincoln vehicle represents sophistication and comfort. They target successful men and women that want recognition for their hard work. Cars come equip with the latest technology and plush interiors. Target age 18-50. Target income $100K+.
Volvo: Geared toward the safety-conscious consumer. Perfect for customers who enjoy the outdoors and traveling in comfort. They are known as a family vehicle, as they offer solidity and reliability. Known for targeting customers who want a classy, affordable car that can guarantee safety and comfort. Target age 18-50. Target income $60-100K+.
As you can see, each brand has it’s own unique personality. Ford has been successful by consistently modeling each promotional strategy and car design after their target lifestyle’s preferences.
As you develop your own product and brand, think of whom you want to target. Targeting Your Market can be simple if you know how to identify your potential customers and conduct market research. (Quantcast.com is an excellent resource for helping you identify the traffic going the websites for your favorite brands.) Next, choose a target market and compile a customer profile. You’ll be most successful if you identify specific information about your target market’s age range, income range, educational level, interests and lifestyle.
Identify what your product offers consumers and what your competitive advantage is. Which consumers will find your services the most beneficial and how can you reach them? Be sure to send a consistent brand message that speeks to your target market.
May
06
Today I found an amazing website called Paper Beats Internet. It was created by the Ontario College of Art and Design. This college is using Internet marketing to promote their services. Visitors to the site can post a drawing and other users can respond or comment on each work of art by posting a drawing in response.
www.paperbeatsinternet.com
This is a perfect example of how an organization can build a sense of community among its target market and use interactivity to make their product interesting and fun! I have a passion for art and design so I couldn’t pass up the opportunity to share this website with you.
May
04
According to Brandz Top 100 Most Valuable Global Brands 2009, Google is this year’s most valuable brand. What I find fascinating about the Google logo is that it’s so strong that Google can change it’s appearance to a “Google Doodle” on a regular basis on their website and it is still easily recognizable and well known among all consumers.
There are a few things that we can learn from the Google logo. It has key elements that make it iconic.
- Color: The logo has a consistent application of color. Google uses the same red, yellow, green, and blue colors in their branding. The colors are vibrant. They don’t look washed out or dehydrated. A logo’s colors should be chosen because of their meaning and should convey the company’s image.
- Shape: The logo is horizontal. This makes it easy to read and legible. Every logo should be appealing to the eyes.
- Font: The text is clear, bold, and distinctive. The font that Google chose is Catull. They made it unique by giving is a 3D look.
- Simplicity: This wordmark isn’t too complex to easily be reproduced.
- Timelessness: This logo has been eternally recorded in the mind’s of consumers. A successful logo should never go out of style and should be designed to mirror the organization’s image until the end of time.
- Imagery: Google’s playful choice of color, font, and style mimic the brand’s image. It represents their corporate culture.
Memorable logos communicate what the values of the organization are and what they promise to their customers. A company’s symbol provides a summary of what their clients should expect. They symbolize the company’s distinct characteristics and the reason why customers should choose them over a competitor. Logos are one of the most effective ways to communicate what an organization is all about and it is evident that Google did a great job developing theirs!
May
02
I was at work the other day when a team member showed me this new Burger King commercial. I don’t know what Burger King was thinking when they came up with this ad. I am 100% supportive of using a parody of an old-school hip-hop song in a commercial but give me a break! Sir Mix-A-Lot’s rap songs were controversial enough when they were played on the radio and I think this commercial has taken “the king” commercials to a whole new level of weird.
I have to admit the lyrics are funny. However, they are a little inappropriate for children. And after all, Sponge Bob is considered a kid’s brand.
The lyric that really made me cringe was, “Your girlfriend wants to squeeze him, Wanna push his pores and tease him.” I don’t care if they are referring to Sponge Bob! That’s just disgusting.
Moral of the story: After you identify your target market, think long and hard about the right way to reach them. Trying to be cool could backfire on you.
Do you think the controversy will help or hurt Burger King’s image? They are getting a lot of attention right now, but is the negative press worth the risk?
May
01
Check out this slide show. It’s 162 slides but it contains all of the information found in the book and you might learn a thing or two about branding.
The Brand Gap is a book by Marty Neumeier that has become a very popular branding resource for marketing professionals. It provides great advice on how to build an iconic brand. It’s a quick read and well worth the investment.
Apr
30
Yep, the economy sucks right now and it doesn’t look like it’s going to get better any time soon. Companies are cutting costs any way they can and, unfortunately, most companies cut the marketing budget first. Right now, decision makers are more worried about the bottom line than investing in the future.
This puts marketing teams in a tough spot. Workers are afraid to loose their jobs because of cutbacks and others feel like they are stuck in positions that they hate, afraid to face the unstable job market. And since companies can’t afford to invest in promotions to attract new customers, their focus is shifting to customer service so they can keep the customers they have.
How are managers supposed to encourage great customer service, when employee morale is so low?
The solution? Servant Leadership. Servant leaders do the following:
• Devote themselves to serving organization members
• Focus on meeting the needs of those they lead
• Develop employees to bring out the best in them
• Coach others and encourage their self-expression
• Facilitate personal growth in all who work with them
• Listen and build a sense of community
The main idea of servant leadership is that leaders serve the staff. Managers treat their employees how they want the employee, in turn, to treat customers.
One brand that embraces servant leadership is Chick-fil-a. Their entire company is centered around servant leadership. Founder, Truett Cathy, has built an empire around “seizing everyday opportunities to help others.” He leads by example and this is reflected by Chick-fil-a employees. They have the most cheerful and polite drive-thru operators I’ve ever seen!
As leaders, we have to start focusing on our employees so they are more willing to focus on the customer. More and more executives are realizing that this is the most successful way to run an organization. This approach to leading is evident in their brand messaging, employee benefits, and, most importantly, mirrored by the employees that interact with their customers each and every day.
Servant leadership is the answer!
Food for thought: What companies can you think of that use servant leadership? What leadership qualities do you find important? In addition to servant leadership, how do you recommend improving employee morale?
Apr
29
Behind every strong brand, there’s a great story. If a brand is going to have substance, there has to be a deeper meaning behind its existence. Developing a brand story can be harder than you think, but it is necessary for every business. Storytelling has been used since the beginning of time to connect people, develop understanding, and share history, thoughts, and emotions. And after all, our emotional attachment to a brand is what influences most of our purchasing and investment decisions.
As you develop your own brand story, there are a few very important guidelines, you should keep in mind.
1) Clearly communicate your story: Who are you? What do you do? Why do you do it? What sets you apart from your competitors? Why do customers need you? Explain your history, values, and the meaning of your brand.
2) Incorporate your archetype: Identify which archetype your company embodies and develop your story around it. Embrace it! The copy on your website, advertisements, your logo, and all of your marketing and promotional communication should exemplify your archetype.
3) Use imagery to tell your story: Choose colors for your logo that convey a message to your customers. Choose the font, pictures, and images that communicate who you are. What do the colors, font, pictures, etc. represent?
4) Appeal to your employee and customer’s emotions: Think about how you can communicate your values to your audience on an emotional level. How can you connect with others? How can you promote your goods and services in a way that will make others choose what you offer over your competitors?
5) Send a consistent message: From mission statements, to taglines, to writing your employee handbook on how you conduct business – the message that you send to your customers should remain the same.
The idea here is to connect with your audience and to create a meaningful brand. Your company may have the latest in technology, the best public speakers, and the hardest working team, but without substance, your brand will mean nothing to others. And if you’re going to send the right message to your investors, customers, and employees, you’ve got to first identify what your brand means to you. So, how can you use storytelling in your brand strategy?
