Tagline – Your Positioning Slogan

BRAND TAGLINES

Marketing Signature Ingredient #15

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STIRRING UP SIMPLY IRRESISTIBLE  BUSINESS

Part 2 – Tagline Keys

In the last post on marketing taglines and slogans we covered their importance as a marketing ingredient to position your product or service offering in the mind of your target market. To be memorable it needs to be:

  1. Short
  2. Distinctive – unusual combination of words, but
  3. General enough to be applied in different contexts

The Cornell University study also discovered that memorable marketing slogans, quotes and phrases use:

  •  More present tense verbs, versus past tense
  • Few pronouns (other than you),
  • The indefinite article “a” rather than the definite article “the”,

These all contribute to taglines that are more general than specific.

So let’s put this to the test. I took the first ten of Forbes List of 20 Best-Loved Taglines: [Read more…]

Brand Taglines – Your Key Marketing Ingredient to Position your Offering

BRAND TAGLINES

Marketing Signature Ingredient #15

Marketing Ingredient # 015 - Your Brand Tagline

Photo: M. A. Makky

Part 1 – Tagline Basics

When you think of a company, product, or service, what is one of the first things that come to mind?  Probably the tagline With so many business names out there and many more goods and services, memorable differentiation is key. Think about it, can you remember the name of your favorite dish at your favorite restaurant?  You will more than likely remember it as ‘eggs and bacon’, or ‘the nacho platter’.  This applies to many things we spend our money on.

Taglines that are memorable position your offering in the mind of your target audience.  Taglines are the key ingredient that will make your business, product, or service memorable above all others.  Taglines are what make certain cereals stand out and sell better than others.  Taglines position particular automobiles to be dependable: “Built Ford Tough” or perhaps the exceptional: Land Rover “Go beyond.

It’s unclear when the first tagline was ever used. However we do know that in 1907, a coffee company used a slogan stating their brand was “good to the last tiny drop.”  That slogan was used well into the 1980s. Maxwell House proved a great tagline withstands the test of time.  Others have had similar success stories following a few simple principles.  [Read more…]

Graphic Identity – Marketing your Brand Visually

Marketing Ingredient # 014 - Your Graphic Identity & Palette

Photo: Dave Di Biase

Food that’s colorful and visually appealing is more tempting.  Is your brand identity and color palette visually stimulating?  Or unappetizing marketing?

Your graphic identity is the visual representation of your brand.  It includes the logo, fonts, your color palette and any other tangible imagery such as photos, packaging and signage.  It’s visually marketing your brand through imagery. Brand identity reflects in every graphic display of your organization: Web site, printed materials, social media headers, golf shirts, and even your physical facility and vehicle fleet, (if you have them).  Your graphic identity is not your brand, (how you are perceived by the marketplace), but it is an important element of your branding.  Your graphic identity will probably be the first impression, the first message received by the outside world and your target market.

A strong brand has a graphic identity that is simple and distinct.  But is must also be consistent, relevant to your target audience and spark an emotional connection.  Think of robust brands such as Apple®, Starbucks®, Target®, Coca-Cola®, NBC® and Amazon®.  Can you see these brands?  What do you feel?  Each of these brands possess a level of simplicity combined with an instinctive emotion.

So what makes for a superior graphic identity?  [Read more…]

Strategic Marketing Action Plan

Marketing Ingredient # 013

Your Marketing Action Plan

“A goal without a plan is just a wish”, declares the French writer Antoine de Saint-Exupery. The Marketing Chef states “too much marketing is wishful goal-setting.” Why? Absent an explicit actionable marketing plan, many well-intentioned marketing activities descend into a haphazard mixture of marketing ingredients hastily thrown together. A bizarre concoction – a quick repast to satisfy the immediate craving for more business rather than a well-planned, systematic formal spread that is “simply irresistible”. [Read more…]

Your Marketing Calendar Prevents “Marketing Episodes”

Marketing Ingredient # 012

Photo: Maxime Perron

The key marketing ingredient that facilitates the success of your marketing goals is your marketing calendar. It helps you prioritize all the other ingredients and sequence them just like a recipe.

After all what is a recipe? A list of ingredients in specific portions accompanied by a sequence of strategically oriented actions.

Implementing your marketing calendar effectively, will not only enable you to coordinate all your marketing, but also assists you in budgeting your efforts.

A marketing calendar will strategically systemitize your marketing efforts and eliminate “marketing episodes” – when the panic sets in and you say – “We need more business, lets _____(Fill in the blank)*___ “ and causes more wasted marketing dollars than anything else!

* Redo our website / do a direct marketing campaign / launch a Facebook page / create a marketing video / and many more!

What’s Your Story?

Marketing Ingredient # 011

Is your message as bland as spam?

Photo: Joe Gough

Every person, every business, every organization has a story to tell. Sadly, most are as bland as spam!

Children and adults alike, love stories. A good story is the underpinning to great movies, sermons and life! And your core story is a key foundational ingredient to your marketing, just as a tasty stock is foundational to an excellent soup or sauce!

Find your story. Structure it as a story. Begin with an irresistible set-up; the middle holds you with fascination or action, and the end builds to climax and resolution.
In addition, make sure it’s relevant to your target audience. Ensure it is persuasive (moves the heart, mind and soul), and it’s compelling  … ignites action!

What’s The Personality of Your Brand?

Marketing Ingredient # 010

Branding iron

Photo: Shutterstock F.C.G.

Every brand has a personality – what’s yours?

Every automobile brand has a particular personality … actors, singers and great speakers all have a distinct personality.

What are the five words you want to be known by?

Test it:

* Is it emotionally evocative?
* Is it authentic?

* Is it aligned to your vision?

Whether the brand is for an organization or for yourself – make it intentional and explicit – don’t let it be accidental and implicit!

Your Marketing Value Proposition – What Makes It Irresistible?

Marketing Ingredient # 009

Ahi Tuna & Wine - Irresistible

Photo: Shutterstock

What makes what you offer irresistible? A four part recipe:

  1. Novelty – What do you do or offer that is different and important to your prospect or clientele?
  2. Utility – What’s useful to your target audience about what you offer?
  3. Dependable – How can you demonstrate consistency & dependability to your target audience?
  4. Economic benefit – How does your target market gain an economic benefit from your offering?

Getting N.U.D.E. is the answer to your irresistible positioning!
(Acknowledgement: Adapted from Scott Degraffenreid’s research on referral marketing,)

Competitive Differentiation with Relevancy & Value

Marketing Ingredient # 008

Competitive Differentiation

Photo: Liz West

 

Competitive Differentiation – What make you different from everyone else? What attribute, specialty, service experience or customer preference uniquely belongs to you? Find it – communicate it – and you will command a premium in the marketplace … with a caveat.

There are many way to differentiate yourself: features, service, performance, pricing, target audience. BUT, it only matters if it matters to your client or customer. If they don’t appreciate the differentiation then don’t bother! Competitive differentiation is a step in the right direction – differentiators that your customer actually cares about and values is an ingredient to Irresistible Marketing™.

… I’m curious … what’s your competitive differentiation? Share here and pass it on!

Competitive Assessment – How do you rate relative to your competitors?

Marketing Ingredient # 007

Competitive Assessment

Photo: stock.xchng

A common pitfall among entrepreneurs and business executives alike is underestimating the competition. It’s a crowded and noisy marketplace – to be different you have to know what’s out there! (And please don’t tell us you have no competition!)
Also, don’t forget that two of the biggest competitors are apathy and the incumbent.
Key question: What are the key product – service attributes that are important to the customer? How do your competitors rate? How do you rate relative to your competitors? Plotting the competitors’ strengths and weaknesses relative to yours is a key marketing ingredient.

Target Market – Who’s The Ideal Target Audience

Marketing Ingredient # 006

Target on apple

Photo: Jay Lopez

Your target audience – Your best customers and clients are probably your most profitable … what attributes make them ideal? Who are your “ideal” customers? What do they look like? What are their attributes? Their needs? What’s their core issue? What is the fundamental problem that keeps them awake at night … which you can uniquely solve?

Irresistible Marketing™ starts here …
“To hit the target you must aim for the center – therefore start by defining the 100% ideal client – the bulls eye!”
Andrew Szabo – The Marketing Chef

Who’s On Your Marketing Team?

Marketing Ingredient # 005

Leadership in marketing

Photo: Svilen Milev

Your marketing team … your advisors … your marketing champion. Who are you listening to? Is the advice birthed out of strategy?
Be careful, everyone has a opinion about marketing, and you know what they say about opinions – everyone’s got one!

Also, do you have a champion that spearheads your marketing – the creation of demand for your offering? Marketing counsel needs to be strategic, profitable and proven!
“If your marketing champion cannot clearly clarify the distinction and the correlation between marketing and sales in a single sentence – fire them!”
Andrew Szabo – The Marketing Chef

(Photo: Svilen Milev  http://efffective.com )

The Totality of Your Product – Service Offering

Marketing Ingredient 004

A quality offering!

Photo: Daniel N. González

Your Offering? The quality of your product or service sends a message. How is it innovative? How does it address the customers’ core issues? Quality commands a premium and begins to create differentiation. Without a quality offering you have little to market. The quality of your product-service offering is in itself a powerful marketing ingredient.
Irresistible Marketing™ starts here …

“Everything you do and everything you don’t do sends a message.”
Andrew Szabo – The Marketing Chef

Your email address – What does it say about you?

Marketing Ingredient # 003

Email Address @ Symbol

Photo: Zoran Ozetsky

 

Your email address –  What does it say about you?
Does it support your personal brand?
… especially if you’re in business for your self?
Using @yahoo.com, @att.net, @gmail.net, @hotmail.com etc., while appropriate for a personal email, for business sends the wrong message! Invest the ten bucks – get an appropriate domain name (URL) and set up a professional email account.
Irresistible Marketing™ starts here …

“Everything you do and everything you don’t do sends a message.”
Andrew Szabo – The Marketing Chef

 

 

 

Effective URLs – Irresistible Marketing Starts Here …

Marketing Ingredient # 002

Your URL www

Photo: Svilen Milev

 

 

Your web address –  What does it say about you or your business or organization? Three things to consider:

1. Does it add or subtract from your brand?
2. Is it memorable?
3. Does it help with SEO (Search Engine Optimization)?

Irresistible Marketing™ starts here …

 

(Photo: Svilen Milev)

Business Name / Organization name – What Does it convey?

Marketing Ingredient #001

Marketing Ingredient # 001 - Your Business Name

Photo: Bill Davenport http://lightnshadow.blogspot.com

Irresistible Marketing™ starts here  … Marketing Ingredient # 001 – Your name – What does it convey  about you, your organization or business?