WHAT IS AN INTEGRATED BRAND PARTNERSHIP?

‘How can our company increases our revenue?’ is a question that often raises its head. Making money, also known as creating revenue, is after all what businesses are all about. The answer maybe simple, as in sell more, however that is often far more difficult than said. Particularly in today’s world that is saturated with businesses left, right and centre.

Solutions to overcome the difficulty in reaching that yearly target is order of the day. In other words, how can a Brand withstand pressure yet flourish and end up with a better ROI (return on investment) than 12 months ago? 

WHAT CAN BE DONE

Within the worlds of Brands and Brand Identities there lies an answer.  One word comes to mind: collaboration. One question though is, what does that mean? 

Fact of the matter is that trading on various platforms is becoming more and more popular and effective in today’s world. Therefore it is imperative to be visible and active on- and offline. This mean any platform where services and/or products are presented, explained and offered to customers.  It will be rather unintelligent not to make use of this opportunity to get more bang for your buck

To be more specific, the solution is Integrated Brand Partnerships. In short: When Brands Join Forces. 

WHAT IS IT ABOUT

Reading an article on the Econsultancy website made me put my thinking cap on and put thoughts to paper. The writer James Cristal explores 5 examples of where significant brands collaborated in order to not only increases customer retention, but also to increases revenue. 

Having a renown Brand is one thing, but having the insight to incorporate another renown Brand with your own is a great idea. Not only is a company going to maintain their popularity they are also going to enhance sales and create a magnificent user experience for their customers. And that, ultimately, is what differentiate a good company from a great company. 

WHEN DOES IT WORK BEST

Now that it has become more clear as to what such a Partnership is about, the challenge is to figure out a way of making it happen. It isn’t a matter of putting any 2 together either. There is no point in joining 2 Brands where one is like oil and the other like water - we all know that doesn’t mix! 

Coming from a Brand Partnership environment, I have on many occasions been presented with the task of blending 2 Brands that compliment each other and work well together. The difficulty isn’t in finding the two components, but it can be very tricky to find the right solution for the process to work. At the end of the day the relationship has to work very well so that both parties benefit. 

Therefore the major part in a Partnership campaign is finding the right creative solution. Working closely with both sides the main point is to find the reason for such an integration. Mostly it will be around exposure and presentation to customers hence finding a visual element that does the trick. After all, the task at hand is to grab the customer’s attention and supply an opportunity for them to participate and experience a great service. 

Let’s explore 3 different platforms and their different methods:

  • Broadcasting - Television Programme

    • placing the sponsorship element right up against the start and end of a programme part, but not within the commercial break 

  • Online - Website

    • placing the sponsorship application at a point within the site where it is most likely the customers would want to add to their booking/purchase

  • Print - Magazine

    • placing the sponsorship creative within the written article to draw attention to a reader with advice on how to proceed to obtain the additional product/service/information

In short, catch the attention of your customer at their most vulnerable moment. 

CONCLUSION 

At the end of the day, the purpose of any Partnership is to add further value to the customer’s journey. The best way to facilitate this feature is to offer a way for your customer to be exposed to another partner’s facilities, but without running the risk of customers leaving or forgetting about you as the host. Ultimately, offering them another service, but all within one place - Your Environment.

We have to remember that even though the aim is to provide equal traction for both sides, there will always be a primary and secondary entity taking part in any campaign. It is understandable that one platform will provide the main attraction where the second player will obviously be happy to participate because of the strong, possible winning end result. 

It is not a situation of one being better or more efficient than the other, but rather that of both realising that together they can reach a much higher level of success. For the best results it is imperative that these campaigns are executed seamless so that the customer are almost unaware of it happening. If this can be achieved, then you walk away with a win-win moment. It will also mean that there is a big chance the two players will partner again. Once it has become apparent that a collaboration works well, many occasions will be created to do it again.

Having quite a few successes under my belt within this field, I can say that it brings a great amount of satisfaction to all involved in a successful campaign. The exposure for clients’ products/services has been, is and will always be a plus factor. Many sales teams will be patted on the shoulders for instigating such a great win. Creative gurus will receive kudos for an excellent format and those who host the campaign will realise how important it is to work with others. Revenue of course plays a massive part, however the relationships built will persevere for time to come. 

Taking on the role of the one-stop-shop between all of the different parties that partake in such an exercise, causes me great pleasure. It is amazing to be able to coordinate various departments and bring a campaign together. Without my extensive knowledge I built up during many years, I reckon none of this will be possible. Needles to say, I thrive within the world of Brand Partnerships. Apart from anything else, it places me in a situation where I can upheld both Brands and their key messages. May it long, long lasts.

As always, please feel free to share, comment or send me a message if you have any questions and/or can relate to this post. 

You can reach me here, LinkedIn, Twitter, Facebook & Instagram.

And most of all… Thank You for reading. 

BOOST YOUR BRANDING

The question is: does Your Branding have any magic? Or to put it differently… does Your Branding have the Unicorn touch?

However peculiar this comparison may sound to you there is a lot of sense within using the Unicorn metaphor within a branding connotation. It’s here where you most likely want me to start explaining, right? 

I was so fascinated by reading a post on the websiteRise Above the Noise by David Brier, that it inspired me to write this post. The man is seriously a genius when it comes to branding. If branding is part and parcel of your existence, then please do yourself a favour and check him out on his site

YOUR EXISTING BRANDING

Let’s set the scene. You personally and/or your company have been branded when you started out. Fact is you are at a point now where you’re not entirely happy with the current status of the branding. You have been tinkering with the idea to do something about it. Perhaps you’ve been made aware about a competitor’s recent re-brand or a Startup that is directly in competition with you that has a much better Brand Look&Feel than yours. 

To tie in with the Unicorn touch mentioned earlier, we can continue metaphorically speaking and suggest that your current branding is very much horse-like – meaning it’s strong, does the job, but lack a certain je ne sais quoi. So, if the thought entered your mind that it is not working that well, then it’s time to put some major sparkle into Your Branding. 

There are many ways to put some sparkle into everyday things in life. For instance, take a weather-bashed garden chair… give it a lick of paint and voilà! Therefore, if it is not that difficult to boost an object and give it some new life, then why not do the same with Your Branding.

A CHANGE IS A GOOD THING

There is that age-old saying a change is as good as a holiday which I’m sure you’ve heard before. Personally, and speaking from experience, I can guarantee you it is true. Applying that wisdom to your current branding is not that difficult. As a matter of fact, it is much easier than you think. You will though need the input from a professional to make the magic happens.

There is, however, a very good reason behind me saying this – and that is that once you’ve updated Your Brand it could easily propel itself to a much higher, influencer level. Your product and/or service will be able to attract much more customers' interest than currently. The outcome could mean the difference between being adequate and incredible. Your company ROI will most likely hit the roof and, as I’m sure you’ll agree, that can only be a great thing all around.

You proud yourself as a savvy business person. You believe you have the vision to move your company forward. Why stop when it comes to how your company is perceived by the big, wide world? 

ADD A SPECIAL TOUCH

This is where you should definitely take a look at David’s presentation and it will make complete sense to you. 

He showcases 14 Brands that he literally transformed into major successful entities. The transformations are amazing. Although I call him The Brand Master, I hope that he will agree it wasn’t rocket science as such what he applied – rather common sense and great thinking, or design, so to speak.

Turning your Horse into a White Creature (aka Unicorn) totally depends and comes down to the magic you inject into your current branding. But where to begin, I hear you ask. 

It starts with: 

  • your logo,

  • then your typography

  • next is your design

  • and finally, the execution (via the website and/or your packaging)

In other words, we’re talking the whole yarn. 

Not suggesting that you should copy your competitors, but I believe doing some in-depth research into what is out there in your niche of business is the order of the day. Take time to look closely at how your peers made changes. Study their thought process and do your best to figure out what they have done to excel ahead of you. Then get going and start the process to add some magic to Your Own Branding. Before you know it, you’ll be on your way to stand out from the crowd, or as David says… Rise Above The Noise! 

CONCLUSION

Being a Brand Guardian is one of the aspects of my Entrepreneurial life. Reading and following remarkable people like David is truly inspirational. Whilst reading his astounding post, it made me realise one very important aspect: obviously, I am by no means even close to his level, but the fact that he is so good at what he’s doing doesn’t put me off and want to stop doing what I do. When you are confronted with such insane talent it is really easy to throw in the towel and walks away. Me? Most definitely not. 

I’ve been so intrigued by Mr Brier for some time now, that I have been following him on various social media platforms. He is so consistent with delivery content at a high level that instead of me getting deflated by it all, I find him to be a massive motivation for my journey. I do perceive him as a Virtual Mentor. One can only demand of oneself to aspire to such a high level in time to come. 

Keeping within the Unicorn-theme… only a few days ago, another Virtual Mentor of mine, Winnie Sun, put an incredible post on her Twitter feed. It totally made my head spin and within seconds I had a wonderful imagery in my mind… this is what she posted:

I believe we should all be so proud of our personal and/or business branding, that witnessing what others in our field are doing should spur us on to have even better branding tomorrow than what we’re having today. Do yourself and your team (if you have one) a favour and put some Sparkle Into Your Branding. Make it shimmer & shine and let the branding attracts customers like a moth to a flame. I personally believe we all can do with a bit of magic in our personal lives - the same belief goes for any Company. 

Feel free to share, comment or send me a message if you can relate to this post. As always, if you have any questions, don’t hesitate to reach me here, on LinkedIn, Twitter or Facebook.

And Thank You for reading. 

BEING A BRAND GUARDIAN

Are you concerned about how your Brand is being executed? Of course you are. After all, your Brand is the core of your existence as a professional operator within your niche. The question actually should be: ‘Is your Brand safeguarded?’. 

WHAT IS A BRAND GUARDIAN

Even though I had a very good understanding of the role it became even more clear once I read Andrew Vesey’s post in Brand Quarterly. In todays very busy digital market (in particular) it is imperative to make sure your Brand is in line at all times with what your company stands for. This is where a Guardian steps in to make sure all aspects of your Brand are consistent wherever it is represented.

There is no need to stress how tough the competition is out there.  So you better make sure you’re protected. After all, you have insurance for your family, home and even business - why not for your Brand?

WHO NEEDS A BRAND GUARDIAN

In general, companies or SMEs and even individuals are so focussed on starting up and/or running a business that something like their Branding can easily be jeopardised. Therefore your Brand needs to be looked after properly.  Not because you don’t want to do that, but because there are usually a million and one other things that need your attention constantly. 

Take for instance your next upcoming marketing campaign… You most likely are outsourcing all creative elements. Or even if you’re relying on your internal marketing team there will be an element of mishaps or misunderstandings due to the amount of people working on your project. It’s here where you are in need of a Brand Guardian.

WHAT WILL A BRAND GUARDIAN DO

It is someone that will be able to oversee and guide all those involved in your campaign to stay within the parameters of your Brand. To make sure that there is consistency whenever aspects like your logo, your colours, your company’s mission statement, etc. is being used. The importance of stability across a campaign cannot be stressed enough. Your audience needs to able to recognise your Brand at all times.

A Brand Guardian will take care of all visual requirements. Many times external agencies you use undergo changes and even internal teams/freelancers could steer away from being in line purely because of the workload they are expected to deliver. Taking on board a Guardian eliminates this once and for all.

CONSLUSION

What makes an exceptional Brand Guardian, you may ask. Speaking from experience, first and foremost it is the value that will be brought to your table. This is comprised out of: 

  • putting oneself in the client’s shoes

  • extraordinary eye for detail

  • positive frame of mind

  • proven outstanding management skills

  • delivers successful end results

Followed closely by: a high level of effective Solutions to fulfil your expectations, being known for a People’s Person to make sure everybody is up-to-date with the latest developments, creating you a Brand Book with guidelines and instructions.  Ultimately, someone to Enhance and Secure your Brand. 

From knowledge, being at hand as a Guardian has been proven to cause much more help than hinder.  As a mentor and coach many opportunities have risen to assist, help and guide clients to have a consistent Brand. The strong believe here is that your Brand should be fully in order whenever you step out into the world

As always, please feel free to share, comment or send me a message if you have any questions and/or can relate to this post. 

You can reach me here, LinkedIn, Twitter, Facebook & Instagram

And most of all… Thank You for reading. 

EVERY DAY YOU LEARN SOMETHING NEW

Do you like a bit of arm candy? Do you always stick to your usual look and type? Maybe the time has come for a change.

The Usual Suspects

There is arm candy and then there is arm candy. 

It is important when getting ready for the day ahead to stay in line and be consistent with your personal brand. After all, once you step outside there is the argument that you should make a point - a statement - something to be remembered by.  The fact is: what people say about you once you left the room is what matters. 

It is easy to stick to brands one knows and is comfortable with.  There is a distinct feel of trust involved. Maybe it’s the quality that inspires you - or maybe it’s because it always has the latest trend on the streets. It’s just plain easy to stick to what one knows. Question is, do you have it in you to broaden your look&feel? 

The Not-So-Familiar

The unknown can be daunting, however it also can be surprisingly exciting. The first step towards change is most likely the difficult part. Once you took that first step the rest is quite easy. Although it may go from bad to worse, the opposite is quite possible. Taking on a brand you’re not au fait with can left you at an indecisive T-junction, but it can also make you stand there going “I am happy to go either left or right”. Instead of brushing an unfamiliar brand aside why not have a closer look and see what it is all about.

At the end of the day the individual or company providing this new brand took time, effort and a considerable amount of money to get their product out on display. Exactly what you do everyday and every time you promote yourself, your service, your business. If the shoe was on the other foot you would love this new client to check you out

Your Say Your Way

As an entrepreneur you have control of a many a things in your business. The same goes for your attire of the day including the time-machine you will be sporting on a day.  Whether or not you’re lucky enough to have a few to choose from why not try a brand that is not your run-of-the-mill. Watches have been, and I think will always be, apart of one’s attire that finish off your outfit.  And like most other accessories, it’s a practical one too.

Even though nowadays you can check your mobile device in your pocket to get the correct time, showing off some stylish arm candy will make an impression - as much (if not more) as the latest device you’re carrying in your pocket. 

Something New

coolmaterial.com showcase 10 watch brands that may have passed you by. It is however a great idea to see what else other than Rolex or Patek is on offer. Even though these brands are perhaps not on show in the store front window it doesn’t mean it is of a lesser quality or will be inadequate. In fact, this could be the moment you stumble across the one thing in life that could make you sit up and ponder a massive personal re-brand. You can walk away brand new with an enhanced and improved aura. 

Not much leaves one feeling greater then when either familiar faces or new acquaintances compliments you. Choosing a new accessory for your arm can do just that. It can also open many doors for discussions. Especially if it is a brand that is not your usual. 

Give And Receive

Back to the ‘shoe on the other foot’ as mentioned earlier… in the early days of start-up wouldn’t you want customers to look at your brand and give it a second glance? Talk about being the new kid on the block… you are going to be that brand no-one knows about. You will be the un-familiar one in the room full of well-know brands.

Whether you’re an established brand or the newbie, let’s not walk by and not look at someone else's hard work purely because we are not aware of them. At the end of the day we as entrepreneurs have all been there before. We know what it is like to be passed by without noticed. That feeling of how tired one is coming home after a non-successful day attending an event showcasing your product or just having a plain, awful day at the office.  

Next time you see a brand for the first time remember your first time. Who knows, but it is possible that because you give it that tick or thumps up on a social site or as a walker by you just transformed someone’s day from miserable to magical. Now wouldn’t it be great to be on either side of that moment?

The power is in your hands. Use it and be clever about it. 

 

IF YOU’VE GOT IT FLAUNT IT

Have you got what it takes to stand out from the crowd? Did you keep something up your sleeve all year long only so you can show off at this time of the year? No better examples of a ‘show-and-tell’ than some well known store displays.

Reading this piece by PSKF on the best ‘dressed’ retail windows in New York City over the festive period made me happy. There are truly some incredible, creative minds out there. The masterminds behind these displays rock the streets of NYC with a big bang.  

Needles to say competition is, has and will always be tough. However, that is most likely the drive behind the mind of a genius. To strive to be better and bigger is easily a constant thought in the head of a designer or creator of visual excellence. And there is no element of disappointment when you look at these displays that lit up the NYC streets of late. 

Managing their brand identity is at the forefront of today’s retail environment. It is obvious that each brand need to make their mark and be so eye-catching that the person in the street can’t help but stop and stare. The display is there to do just that to you. Once you have been forced to stop, stand and look the first battle is won. The next step (so to speak!) is hopefully towards the entrance and then go inside. 

The part that is the exciting bit is making people watch in awe, I believe. This is the moment one has created such an vision that the onlooker  find it difficult not to notice. The time and energy spend working out how this can be done forms part of the incredible creative journey. It is tough… it is time consuming… it is fulfilling. Even if the whole trip leaves you exhausted, every second of it is worth it.

From a personal POV these displays are amazing. Capturing the pure essence of each brand and making sure that it is a ‘killer-look’ display - to me the determination of each to make sure they are noticed. Even though it happens year after year it is always something new - something exciting.

It made me think… how about seeing this for real again? Maybe one could be walking the NYC streets oneself next year this time. Maybe one will stop, stand and stare. Maybe this trip to the magical NYC should be added to GOALS2016…