Frequently Asked Questions on Brand Messaging

Brand messaging is critical to the health of your business. Here’s a closer look at some of the most commonly asked questions about the subject.

Every business owner wants to build deep, long-lasting relationships with customers. Brand messaging is the mechanism by which this is accomplished. Every communication an enterprise engages in should be done with proper brand messaging in mind.

When done right, it inspires, informs, persuades and catalyzes audiences. When done poorly, it can do serious reputational harm.

Now that we’ve understood the stakes involved, let’s take a closer look at some of the most common questions business owners have about brand messaging.

Brand Messaging FAQ

1. I’m a brand messaging neophyte — can you explain what it means in two sentences?

Sure. Brand messaging is the language, voice, tone, and ideas that a business uses to convey its core value proposition and company values.

2. Can you give me an example?

Absolutely. The classic Nike slogan “Just Do It” is a famous example of potent brand messaging. It distills the company’s ethos into three unforgettable words.

3. What are the qualities that make brand messaging effective?

The same qualities that make interpersonal communication effective, for the most part. Great brand messaging resonates with audiences and builds a connection. It inspires, catalyzes audiences into action and engenders a sense of personal identification with the brand. It’s how lifestyle brands are created and lifelong customers are made.

4. What happens when brand messaging goes wide of the mark?

If you’re lucky, audiences simply won’t respond to it. In situations where brands badly misjudge their voice or misunderstand their audience, poor brand messaging can alienate people, anger them, and turn them into another brand’s loyal customers.

5. So how does one create effective brand messaging?

Here’s where things get a bit more challenging. First, brands need to identify and segment their audience. If you don’t know who you’re selling to, you’re just throwing darts in the dark. Do research, identify your audience, and query them. What motivates them? What matters to them? How do they engage with brands?  By understanding the answers to these questions, brands can then draw a line between their customers’ motivations and their own products and services, their values, and their unique value proposition. 

6. What else is important?

One word: Differentiation. When you’re developing a brand messaging strategy, it’s natural to review what your competitors are doing. After all, you’re targeting the same audience, so there should be some overlap between your messaging strategy. That said, it’s critical to differentiate your product or service. Sometimes you can accomplish this through features or innovations, but in many industries, it’s the branding itself that is the primary differentiator. So while you want your messaging to be informed by what your competitors are doing, you don’t want to follow what they are doing. Develop your own unique, differentiated voice and message.

7. Any other tips?

Yes. Consumers are inundated by advertising and marketing messages, so it’s important to develop language and themes that stand out. Seek to be compelling and memorable, rather than aiming for a bland, middle of the road voice designed to appeal to the broadest possible demographic. It’s also critically important to be clear and concise — audiences will disengage immediately if you’re sending confusing messages. Place the audience at the center of the story and explain to them exactly what your brand can do for them. Make sure that your messaging comes through in every bit of content or communication you author, and always ensure your brand speaks in a unified and consistent voice.

Finding the Right Brand Messaging Agency

At BIGEYE, we’re experts when it comes to resonant brand messaging. Whether you’re looking for an innovative approach to brand video or new, tech-forward ways to reach your desired audiences, we can help.

Contact us today to learn more about what a sophisticated brand messaging strategy can do for your firm.

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Top Five Things to Consider When Advertising on Hulu

Choosing how to advertise on Hulu can be complex, which is why working with an OTT advertising agency to help with streaming service offers is key.

An over-the-top advertising or OTT advertising tool allows brands to advertise on apps and streaming services. When looking at Hulu’s advertising technology, many opportunities become clear. From T-commerce which allows viewers to purchase directly from the ad to interactive interstitial that shows your commercial then enables viewers to explore more content within the ad itself. As an experienced OTT advertising agency, we decided to dive in and get to know Hulu ourselves.
Some tips to keep in mind when deciding how to advertise on Hulu:

1. Not everything needs to be interactive

Hulu has a lot of interactive options that are meant to get viewers clicking for more. Take a look at the full list. While these are valid and exciting offers, it’s important to consider how your chosen media can enhance your product rather than how trendy that media’s capabilities are. If you have a product that requires high-involvement purchasing like a car or a home, being able to dig into the details to see more and learn more makes a lot of sense. If your product calls for a shorter consumer journey, a classic ad, Hulu’s slate advertising, or custom integrated commercials could be a better approach.

It’s important to note that we’re not saying that those interactive options aren’t valid. They can be entertaining and engaging. Allowing your consumers to choose which version of your ad they’ll watch can make them feel like they have some control. But if the audience doesn’t particularly care, then those extra seconds of ad selection can come off as more bothersome than empowering. It all comes down to knowing your brand and your message while deeply understanding what motivates your target market.

2. Leverage context targeting, get specific

When it comes to streaming media, you can get incredibly detailed with your targeting. Determining the type of shows your consumers watch can seem pretty simple. But with so many options on how to advertise on Hulu, you need an in-depth understanding of what motivates your target market to predict what they’ll respond to. Will they care enough to find the controller and click for more? Are they watching on TV through a device? On the computer? On the phone? Some of Hulu’s advertising types work only through a browser. Some are only seen by those who are browsing around. So if your target market is full of planners who only open Hulu when they’ve got their show in mind, they won’t see it. You need to get specific about your targeting; it has to go deeper than a tendency to stream media. How does your audience stream? When? Where? On what? These details matter. How each of Hulu’s options applies to different contexts that can be found.

If you pinpoint what motivates your consumers to listen, you can leverage the unique capabilities of Hulu advertising to drive real results. For example, if news about a specific show on Hulu coming back will attain consumer attention more effectively than your current campaign, then your OTT advertising agency should consider the custom integrated commercials option on Hulu. These take main actors or environments from popular shows and put your product into the mix to explore interesting applications of your features while driving consumer interest. Learn more about in-depth, strategic targeting.

3. High-tech ads have their place and time, so choose traditional options

As an OTT advertising agency, anything and everything ‘cutting-edge’ can feel exciting and enticing, but it’s not about the amount of fun you have creating or placing the ads—it’s about their effectiveness. Hulu advertising doesn’t center around the video or even experiential advertising. It has to center on your consumers and what appeals to them while they’re streaming. Effectively promoting your products can be as simple and classic as product placement. With Hulu’s masthead product placement your market will come across your brand right next to Hulu’s recommended popular show while they browse for the next series to watch. A page brand placement is also a possible solution, but it will only be seen by those scrolling through streaming options from a browser.

4. Don’t put all your eggs in one basket

Your campaign should vary, once you’ve correctly targeted your consumers you don’t want your message to get too repetitive or boring. Your OTT advertising agency should vary your ad buys between the multitude of options Hulu provides to keep your consumers engaged rather than tuning out. A good example would be a mix of ad selectors allowing your consumers to choose between 2 or 3 different video ads then supporting it with masthead product placement to retarget your market on another day. Raising interest in a way that isn’t monotonous or annoying. Another good mix could be a custom integrated commercial to get your consumers listening and seeing your features in an engaging way, then following it up with a T-commerce placement where they can see one of your campaign commercials then make a direct purchase. Learn about our strategic marketing.

Whatever mix you end up going with, promoting your products in various innovative ways will keep your target market engaged with your brand, keep your product top-of-mind, and reliably drive brand recognition. No campaign should feature just one ad. Once your branding is targeted as specifically as Hulu allows, a single-note campaign will become repetitive and monotonous. Varying the media type, especially on the same platform, will keep your message fresh and engaging.

5. Approach with a strategy in mind

There is a lot an experienced OTT advertising agency can do with advertising on Hulu. However, with the multitude of options and varied audiences, you need to approach Hulu advertising with clear goals and tactics in mind. Otherwise, your message can get buried in the noise of the platform itself. Get an expert team that will do the research, build the strategy, and crafts the creative needed to design an impactful campaign that will get your consumers talking. The goal is to end up with one contiguous campaign that seamlessly delivers your brand’s message in an engaging way to drive conversions. Equipped with a deep understanding of your audience, effective communications, and Hulu’s capabilities your campaign has the potential to drive incredible results.

The takeaway

Hulu can be a greatly effective platform for reaching and engaging your audience. But it is important for your OTT advertising agency to remember some key elements. Not everything needs to be interactive, cutting-edge technology can be really engaging but it needs to match your branding and products. Hulu shows attract specific audiences, know who will be seeing your message and position your communications accordingly. High-tech ads have their place and time, so do more traditional options, consider how each message will be communicated across executions. Don’t put all your eggs in one basket, let your campaign vary to keep your consumers listening. Finally, approach with a strategy in mind, don’t get bogged down in the details. Have clear objectives and set tactics to reliably achieve your goals. Contact our team of media buyers and planners to assist you.

What Struggling Brands Have in Common With Week-Old Croissants

Crack open a nice can of crisp, bubbly, and refreshing value that comes with giving your longstanding brand a makeover or facelift.

Human relationships are fairly predictable. First, we fall in love. We can’t wait to tell everyone, both online and off. After a few years, the magic fades and we start exploring our options. Of course, we’re not talking about relationships between people here, but rather how people treat their relationships with their favorite brands. Consumers fall in and out of love quickly — and companies often need a good brand positioning agency to keep that relationship viable.
Why are brand relationships with consumers often so fleeting? It’s simple: Even the world’s most compelling branding can turn staler than last week’s croissant if it isn’t updated and refreshed regularly.

Why a famous refreshments brand opted for its own refresh

While it might seem foolish to tinker with an icon, even the most beloved brands benefit from an occasional facelift. In fact, longstanding brands often benefit the most from an update. One example is Pepsi, which recently re-positioned its brand around a new tagline: “For the Love of It.”

Pepsi has rolled out its new tagline in more than 100 markets worldwide. Roberto Rios, Pepsi’s SVP for Global  Marketing, said the new jingle is a call to arms or sorts, serving as a “rally cry” for people to “go all in for the things they love.”

The new tagline is also accompanied by a new product jingle performed by singers and dancers from 14 different nations. Pepsi also chose to add new can designs to its brand refresh, with new typography and slogans, including “Max Taste No Regrets” and “With Mischief and Love.”

These changes represented the first significant refresh in seven years for the beverage giant, whose last major brand update was built around the “Live for Now” tagline — the same tagline that featured prominently in Kylie Jenner’s much-discussed (and much-critiqued) 2017 Pepsi ad.

The benefits of a brand makeover

Unlike a rebrand, which is a top to bottom re-imagination, a brand refresh functions more along the lines of a makeover. Even the most popular brands become stale over time. That’s not due to any inherent flaws, but rather, public taste and sentiment is ever changing, and brands need to ensure that their identity remains aligned with these shifts.

Because a brand refresh is less comprehensive, many of the changes come closer to the margins. In the case of Pepsi, these changes meant a new tagline, new can designs, a song, and some other supporting marketing materials. Other typical changes may include new color schemes, new slogans, new product names, and new designs.

By introducing new elements, a brand positioning agency can assist companies in offering audiences a gentle reminder that they are still around and relevant. For legacy brands such as Pepsi, this is a critical strategic objective. The product, is omnipresent and fairly unexciting. For as long as any of us can remember, it’s been in existence. At restaurants, retail stores, stadiums, concert venues etc., cola is part of the landscape. That’s not exactly a recipe for fierce brand loyalty.

This means that it’s incumbent upon Pepsi’s branding to build and sustain consumer relationships. Consumers grow old and change with age. Pepsi doesn’t, so a refresh is necessary every five-to-ten years to help each generation identify (and ideally fall in love) with the brand.

The takeaway

At BIGEYE, we believe that the right brand positioning agency can make a critical difference in the ultimate success or failure of any small to mid-sized business. If you’re part of an established brand that isn’t gaining enough market traction, it could be time to consider a well-executed refresh.

Contact us today to learn how we combine market research, advanced technology, and creative talent to design brand refreshes that truly move the needle.

How Brand Strategy Firms Respond to People Un-Friending Facebook

Whether you’re a top brand strategy firm — or merely a casual social media user — you’ve probably noticed that young people are un-friending Facebook in droves in favor of Instagram and other platforms.
The statistics are enough to keep Mark Zuckerberg up at night: According to Pew Research, 71% of Americans aged 13 to 17 reported using Facebook in 2015. By 2018, that number had dropped to just 51%. Meanwhile, Instagram’s numbers have reversed among teens, rising to 72% today from 52% in 2015. Snapchat and Youtube have also seen sizable increases.

So what do these platforms possess that Facebook lacks? And how should brands, like yours, respond?

Let’s take a closer look.

Why Facebook has become “platform non grata” among younger users

One of the reasons why Facebook has fallen out of favor with younger users is “context collapse”. This concept describes how the various identities that people possess (the way they choose to present themselves to others) overlap and sometimes conflict across networks.

In the case of Facebook, it works like this: Someone creates an account, and friends a few hundred people. Some are close friends offline, but most are merely acquaintances or friends of friends — people we rarely interact with in person. Over time, Facebook users may grow uncomfortable with the idea of sharing personal stories or information with people they rarely see or don’t know that well. Yet they may still wish to share with people in their network who are closer to them.

Another example: A Facebook user who has friended work colleagues may feel uncomfortable with sharing photos and video of a recent night out celebrating. The context — and the intended audiences — are in conflict.

Facebook has made attempts to remedy this issue (allowing users to designate audiences for posts and create smaller groups that friends can be sorted into). Yet these are hardly the kind of simple, frictionless solutions that appeal to younger users.

This desire to avoid sharing with people on the periphery of one’s social circle is even more pronounced among younger social media users. Platforms such as Instagram and Snapchat are better suited to this tendency by their very design, which focuses on more narrowly tailored sharing and smaller groups.

Additionally, Facebook’s newsfeed — once an incredible innovation in its own right — has become a source of frustration for many users, stuffed with old or irrelevant content. The innovative features recently developed by Facebook’s rivals (like stories, stickers, lenses etc.) are much more in tune with how younger people wish to consume content.

How brands should respond

The numbers don’t lie: There is a mass movement away from Facebook by young people, and brand strategy firms need to respond accordingly. If a campaign is needed to target a younger demographic, Instagram, not Facebook, should be the primary platform under consideration. All content (and all business accounts) should, therefore, be optimized for Instagram.

Instagram stories, when used properly, is a powerful tool for reaching younger audiences. The feature has been enormously popular since its 2017 rollout (enough to make Facebook commission its own version) and has deepened engagement, especially among young users. Research shows that Instagram users under 25 are now spending 32 minutes per day on the platform.

By adding polls, links and other features to Instagram stories – and brand strategy firms designing all ads and content in a format that’s optimized for younger viewers — brands can ensure they stay on the right side of recent trends.

How BIGEYE helps brands reach young audiences

It is our mission to stay at the vanguard of important trends. Whether it involves social, marketing, advertising or technology, we’re always focused on what’s next.

If your brand could benefit from a truly forward-focused approach, please reach out today.

A Brand Positioning Agency Changed How America Eats Burritos

For years, Taco Bell had something close to a monopoly on fast Tex-Mex food. The menu certainly wasn’t gourmet — or even particularly good for you — but the company was resoundingly successful.
And then Chipotle came along.

Though it began as a small operation in Denver in the 1990s, Chipotle expanded fast, thanks in part to its pioneering “fast casual” approach. That was merely the prelude for one of the most extraordinary growth stories in the archives of the food business — a success story that was driven by just one partnership.

A brand positioning agency.

How brilliant brand positioning helped “Burrito David” challenge “Taco Goliath”

In a little more than a decade, Chipotle grew from a modest local Colorado burrito shop to a billion-dollar enterprise with 500 locations. Not only was the company continuously listed among the fastest-growing businesses in the United States, but it was also applauded for the quality and flavor of its products.

The truth, however, is that Chipotle didn’t invent its famous overstuffed “mission-style” burrito, a delicacy Californians have enjoyed since the 1960s. They did, however, build one of the restaurant industry’s most effective brand campaigns around their fast-casual offerings.

Taco Bell, which owned virtually all of the national fast-food Tex-Mex market, didn’t focus its marketing on food quality, eating experience or health. Instead, Taco Bell ran a multi-year ad campaign detailing the madcap adventures of a taco-crazed Chihuahua.

While “Yo queiro Taco Bell” was certainly clever and cute, it also wasn’t in tune with the ever-evolving consumer attitudes and preferences. Cheap, fast food of dubious quality was out — and cleaner, healthier, better-tasting dishes served in brighter and sleeker settings was in.

Chipotle’s marketing capitalized on this trend by printing clever jokes on its cups and cultivating a hip environment in its restaurant locations. Their marketing campaigns ruthlessly highlighted the differences between Chipotle’s approach and that of Taco Bell. They made the case that not only was Chipotle higher quality it was also operating on a higher ethical plane.

One example: Chipotle commissioned a stop-motion short film that promoted organic, sustainable farming (and their own superior ingredients), set to a soundtrack of Willie Nelson covering Coldplay.

Later, in advance of Halloween, they released a Tim Burton-style short film that starred a scarecrow in moral conflict about the (very tangential) role he was playing in factory farming. The video, which was set to Fiona Apple covering a song from “Charlie and the Chocolate Factory,” was also tied into a mobile gaming app with an anti-factory farming message.

These clever creative gambits helped position Chipotle as a fast-casual cuisine that you could feel good about eating. Not only was it elevated above the déclassé level of fast food, but it was also smart, ethical and in tune with changing tastes.

Though the company eventually had to deal with some turbulence caused by food-borne illnesses, sales are up, and Chipotle’s future is looking brighter than ever.

This is the kind of powerful brand positioning that can shake up an industry. In Chipotle’s case, it helped the company become a global juggernaut and the first serious rival to Taco Bell’s Tex-Mex hegemony.

What the right brand positioning agency can do for you

Even though the company has had some recent, queso-related missteps, Chipotle has always been a favorite at the BIGEYE offices, and it’s not just the bowls and burritos. We’ve loved their story, and you should too.

The right brand positioning agency can take a company to the next level — and we’d be happy to show you how. Reach out to our branding team today!

How an Influencer Agency Connects You with Industry Trendsetters

In the scary, dark, pre-internet days, pretty much all you had to rely on when choosing a product or service was what each company had to say about itself. Thankfully the internet is thriving and here to stay, plus there are better and more reliable ways to get an unbiased opinion.
People with in-depth knowledge about consumer needs and the best way to meet those needs — so-called “influencers”— are happy to share their insights about a particular product or service. In fact, for many of them, that’s all they do.

If your business has quality offerings, an influencer agency can help connect you with an influencer who will review and talk about your product or service with their eager and engaged audience. The results? A new, relatable voice for your company to work with.

Reap the benefits of working with an influencer agency

Establishing a relationship with an influencer (which is not always an easy feat) can provide a bunch of benefits for your company.

Immediate trust

If you have not already experienced the frustration, building trust in your target market can take months, if not years, on your own. Audiences, however, trust the influencers they follow. Obviously, that’s one of the reasons they follow them! If the influencer speaks highly of your product or service… bingo! They’ve effectively transferred their followers’ trust to you.

Increased awareness

Brand positioning is key to a business’ success. If the right influencer recommends your company, you’ve immediately raised your profile and secured a key piece of marketing turf.

Enhanced content marketing strategy

When you reach a point with an influencer that they are willing to share your material with their followers, you now have a new platform for your content marketing efforts.

Increased partnership opportunities

Prospective customers aren’t the only people who listen to influencers. Potential business partners do as well. Sharing your story through an influencer you’ve found with the help of an influencer agency can lead to connections with organizations whose offerings complement and enhance your own.

Improved search engine optimization (SEO)

If recognized industry experts create links from their websites to yours, the search engines see your site as more credible and more important, and that can move you up in the search rankings.

Can you connect with influencers on your own? Maybe…

There’s no rule that says you have to go through an influencer agency to reach an influencer. There’s also no rule that says you have to go through a grocery store to get milk for your cereal. If you’ve got the land and the know-how to raise a cow, have at it!

But, if you want to find the right influencers and approach them in the right way so that they are open to learning more about your offerings, it’s wise to leverage the expertise of an influencer agency. The truth is, awkward or overly aggressive outreach can turn off an influencer, and they tend to have long memories!

When you’re ready to get the blessing of the influencers in your market, give us a call. We’re a respected digital marketing agency that can simplify and streamline the “getting to know you” phase, so you can move more quickly into the “help us reach our target audience” phase!

You Need More than a Logo, You Need a Brand Development Company

You’ve got a cool company name. You’ve got an eye-catching logo. From a branding perspective, your company is good to go, right? Not so fast! You’re only just getting started.
Brand definition is about much more than a name and a logo. In fact, at our brand development company we advise all our clients — large and small — that there are many elements to a fully defined brand. They include:

  • Brand identity: This is the unique look of the brand, and the place where many companies incorrectly feel like their work is done.
  • Brand messaging: Beyond the way your brand looks, there’s also the way it sounds. Having carefully selected brand messaging is crucial.
  • Brand positioning: What segments of the market are you after? Once you’ve answered that question, you need to align your brand with those segments.
  • Brand strategy: Creating a brand and launching a successful brand are two very different tasks. You need to have a plan for drawing attention to your new brand identity.
  • Brand style guide: Even the most well-defined brands can end up diluted if you don’t have a document your staff can refer to for rules about brand usage. That funky font the sales team wants to use in their email marketing campaign? No can do. Consistency is one of the keys to a strong brand.

 

How you benefit from the services of a brand development company

Developing and launching a successful brand takes time and effort. Is it worth it? Oh, yes… your brand matters more than you think! There are many ways to collaborate with a brand development company to help create a unique brand identity for your business. For example:

Branding increases awareness

Even if they aren’t yet ready to become a customer, just making prospects aware of who you are and what you’re offering is helpful.

Branding differentiates your company

Your brand can help set you apart from the competition. And, in an ever-more-competitive business landscape, your ability to differentiate yourself can make a huge difference in whether you succeed or… don’t succeed!

Branding creates trust

The more your prospective customers are exposed to your brand, the more they believe you’re the “real deal” and are a company they can trust.

Branding can increase company value

The evaluation place on your company by outside experts is about more than just your assets. There is tremendous value in having people know who you are and what you stand for.

Branding increases customer loyalty

“I use that company for all my ____________.” Customers who have good experiences with a company that has a strong brand are the most loyal customers anywhere. Yes, you have to have good products and services. But back them up with a memorable visual identity and you’ve hit the jackpot!

Branding inspires your team

Not all the benefits of a strong brand are external. Your strong brand can serve as a rallying point for your employees, as well.

 

The skill and experience of your brand development company matter

No disrespect to that friend of a friend who creates logos as her side gig, but you want to work with a top Florida advertising agency with a proven track record in branding. There’s too much at stake. Brand development is an art and a science, and both skill and experience are critical.

Looking to brand or rebrand your company or a product/service offering? Talk with us about how we’ve served as the brand development company for businesses of all sizes in a wide variety of markets, and how we can craft a brand for you that gives you a competitive edge.

Advice on Social Media Stories from a Brand Positioning Agency

Social stories have only been available for a few years, but as a brand positioning agency, we quickly recognized their marketing potential. Today, our expert storytellers use social stories to put a relatable human face on the clients we work with. Humanizing an organization makes it much easier for potential customers to develop a strong relationship and affinity for their products and services.

Why stories sell

Behavior experts tell us that humans are wired for story. We have what’s been called a “story drive” that makes us hungry for information presented in this format. In fact, we know that storytelling was the primary way that our ancient ancestors communicated. You might say that cave paintings were the first Instagram!

Stories are just as important today. They are the best way to sell a product or service because we connect with them at a deeper level than we do simple information. This is extra important in a generation where our attention span has dropped below that of a goldfish (that’s a little embarrassing). People want to know at a glance what you are offering, and stories give them that information in a very quick, visual, and scannable way.

5 tips on using stories to connect with your audience

As a brand positioning agency, we’re sharing insider knowledge on leveraging social media stories:

1. Start slowly

Rather than diving headfirst into being storytellers across the social spectrum, you and your team should pick a platform and get a good feel for the medium. Instagram is a great place to start, in part because it has an excellent set of tools for creating social content.

2. Make the most of the tools available to you

Many companies get stuck using just the basic functionality on a platform. If you want to create engagement with your audience, it pays to learn about all the features a particular service has to offer so you can make your stories stand out.

3. Work up to using multiple platforms

Once you’re comfortable creating stories on one platform, start reworking and repurposing the content you create there in other places. Doing so saves you time and provides consistency for your audience.

4. Create stories that exhibit both passion and practicality

While a story that is simply entertaining will get some attention, one that also provides practical, usable information will be much more widely shared, and we can tell you just how much with our social media monitoring services.

5. Be human

The “story drive” we have makes us want to hear stories from other humans. Content that looks and sounds like it was produced by a robot won’t engage people and may turn them off. Utilizing content that is relatable and organic will draw more of a crowd.

How can our brand positioning agency help you get the most bang for your buck through the use of social media stories? The best place to start is to get in touch with our branding experts and tell us your tale.

4 steps You Need to Take to Nail Your Brand Positioning This Year

A staggering 64% of consumers cite shared values as a reason to choose or stay with a brand, which is why clear and effective brand positioning can make or break your organization’s success. Whether you have a strong position within the marketplace, or are a budding entrepreneur building your brand, these four steps will help you nail your brand positioning as you grow.

1. Understand where you’re at today

Partner with a top Florida marketing agency like BIGEYE to audit your digital presence and tell you what’s working and where you can improve. Chances are, how you think you’re positioning yourself may not be as clear to your target audience as you think. Getting a fresh, outside perspective will allow you to step back and objectively confirm how you want to be seen is how your brand is being perceived.

2. Know your audience

Start by creating a mission and vision statement as part of your brand foundation that clarifies who your audience is and what you want to help them achieve. Clearly define how your product provides value and stands out from the competition. Next, set short and long term goals that track your customers’ responses — not just your bottom line. Target specific success criteria such as NPS, engagement, or repeat customers to ensure your brand is resonating with your audience.

3. Learn everything you can about your competition

Identify direct and indirect competitors, then map out their strengths and weaknesses. Think beyond your obvious competition to draw inspiration from related industries and success stories. As an example, an all-inclusive resort might look to similarly priced AirBnB properties, hotels, other all-inclusives, or cruise lines as each of those alternatives offers overlapping features and benefits that the all-inclusive resort hopes to use when engaging their ideal customers. And remember: you can learn something from even your least successful competitor.

4. Create your value-based positioning strategy

Once you know what you’re trying to achieve and for whom, you can start implementing a strategy that will help you achieve your goal. Use your mission and vision statement to create a multi-channel marketing strategy that exposes your brand to your audience at every stage in the customer journey. A holistic brand positioning statement can help you ensure your messaging is consistent across channels and inspires action.

Once you have a strategy in place, you can begin testing what works and refining your brand positioning over time. Contact us today to learn more about how we have helped brands like yours refine their identities and make a splash in the marketplace.

Why preparing your Christmas marketing strategy in July is imperative

The holiday season is of great importance to just about every retailer. In fact, it often makes the difference between a profitable year and one that falls short of expectations.

The raw numbers illustrate the scope of the opportunity: In 2017, U.S. retailers reported their largest holiday sales increase since 2011 — 4.9-percent. In total, U.S. consumers spent roughly $680 million during the holiday period.

To ensure that your business receives a sizable slice of that pie, it’s imperative to get an early jump on your Christmas marketing strategy and efforts. In fact, the most successful firms take a “Christmas in July” approach to seasonal marketing.

Prepping your Christmas marketing strategy five months early

The pre-holiday duties for retail marketing are as vast as they are important — holiday decorations, outdoor marketing, merchandise layout designs, the designation of door busters and loss leaders.

The key to success in all these activities is simple: Allowing your business sufficient lead time to hit the holiday season running, armed with fully-realized visions and thoroughly-tested tactics.

Mobile marketing presents one good example: The rise of mobile has had extraordinary impact on how consumers navigate the process of shopping.

Today’s consumers use their mobile devices to check and compare prices, purchase items, redeem coupons, etc. Just as importantly, these coupons (and other promotional messages) are seamlessly delivered via mobile device.

Even if your customers don’t redeem a particular offer or engage with a promotion, you can still glean key business intelligence by analyzing their behavior.

Metrics such as the number and type of messages opened, the time spent engaging with each message, and amount of social sharing can all offer a window into consumer wants and needs.

To get the full advantage of this kind of data, it’s important to start engaging early. If a business begins running A/B testing in July to determine which kind of Christmas marketing strategy works best, they can enter the all-important holiday season armed with the most relevant and engaging content to share with customers.

In the context of mobile messaging, this kind of advance work is critical in terms of developing the kind of holiday marketing content that will get people into stores, and ultimately deliver the kind of ROI you’re looking for.

Finding the right partner

 If your business is seeking to raise its game during the upcoming holiday season, now is the time to begin preparing a comprehensive and forward-thinking Christmas marketing strategy.

 BIGEYE is a leading Orlando marketing agency with extensive experience helping clients create compelling seasonal marketing campaigns that truly move the needle. Contact us today and let’s get your business ready for this holiday season.