Branding
Some people discover their calling at a young age. They instinctively know that they want to be a doctor, or a teacher, or some other profession. I am not one of those people. Finding my voice as a brand and marketing consultant and becoming an entrepreneur has been an unexpected journey.
I never considered starting my own business as an option for my future in my formative years. I knew very few people who owned businesses and entrepreneurship was always presented to me as something that was not worth the risk. It wasn’t safe.
Even if I wanted to become an entrepreneur, I would have had no idea where to begin.
I grew up among the corn and soybeans in a small town called Morenci, which is on the Michigan side of the border of Ohio. After high school graduation, I studied communications and graphic design at Siena Heights University in Adrian. I enjoyed writing and design, and the program allowed me to focus on both areas of interest. Once I received my degree, I worked as a graphic designer for many years. I loved helping organizations improve their image as I felt that design was great way to help a business set itself apart from its competition.
A few years into marriage, my husband told me that he wanted to start a heating and cooling company. “Why would you want to do that?” I asked. I must have looked at him like he was crazy because I’ve rarely been able to hide what I am thinking.
After a LOT of discussion, we finally took the leap. I was involved in the brand development and marketing for the company, as well as helping to manage the office. I learned a lot about what it takes to run a business and I realized that entrepreneurism wasn’t only a viable path, it was also challenging and fun.
Fast forward 15 years, and that’s when I met my current business partner, Sarah Stanley, through a mutual client. We both felt that we brought a fresh perspective to marketing that would be beneficial to many organizations. We also have complementary skills and personality traits that blend well together.
This time, the decision was easier. I had lived entrepreneurism for 10 years. It wasn’t a big, scary, unknown thing anymore. Now it was an opportunity to build something new. With five dollars in the bank and a twinkle in our eye we started a new venture together called Hoyden Creative. In the five years since, we’ve built a company that has attracted uber-talented people and won its clients’ international marketing awards.
These five years have been some of the most wonderful, frustrating, demanding, and exciting years of my life. As I look back on my journey, learning has been a major catalyst. I have gleaned from the mistakes and success of others as well as from my own bad decisions. Here are a few other things I’ve found learned along the way:
You don’t have to have all the answers. You just need to know who does. A trusted network of advisors, consultants, and vendors is an invaluable asset to an entrepreneur. Learning happens at a rapid rate when you are growing a business, so approach it with a willingness to seek advice.
It’s okay to be afraid of failure. Starting a business involves a certain level of risk. And with any risk-taking venture, there is a chance that you will fail. Even after you launch your business, you may still carry that fear with you. I know that I do. I recently listened to an interview with Steve Madden, founder of a $3 billion shoe brand, who said he still worries that he might go out of business nearly every day.
It’s not what really matters. Our work is important, but it should never come at the expense of important relationships in life. At the end of my life, I’m 100% positive that I will not look back and wish I had spent more time at the office, closed more deals, or made more money. Keeping that in perspective can be hard when your business is growing rapidly, and I haven’t always been successful at this, but it doesn’t change the fact that it’s true.
Entrepreneurship is for those who have the courage to try something scary when the chances of failure are seemingly high. I hope my story encourages the passionate and motivated to find their own path. Maybe it’s starting a business or writing a book. Perhaps it’s raising a family or homeschooling your kids. Whatever your path, be willing to take a risk and you just might accidentally find something amazing.
Branding, Marketing, Public Relations, Strategy
Is it just me, or has the world of marketing been going a little too well over the past few weeks? It seems as though there was a faint ticking sound coming from the marketing campaign time bomb, just waiting to blow.
Since the unfortunate airing of the Kendall Jenner Pepsi commercial or the United Airlines passenger mishap, there really hasn’t been any exciting marketing and PR news. Well, that all changed last week when Bedrock Detroit decided to launch its “See Detroit Like We Do” campaign. I wouldn’t necessarily say I’m pleased that another campaign finally fell through the cracks, but you must agree that it was long overdue.
For those of you who haven’t seen it yet, Bedrock Detroit placed a sign with the slogan “See Detroit Like We Do,” that filled the windows along the ground level of a building in downtown Detroit. That doesn’t sound too bad, right? Wrong. The photograph featured mostly white individuals in a city that is widely known for its diverse culture.
Yikes! Now What?
How companies handle unfortunate situations like the Bedrock Campaign is crucial for their ongoing success. Luckily, Dan Gilbert, founder of Bedrock Detroit and Quicken Loans, was able to address the situation with both speed and grace. “We screwed up badly the graphic package that was partially installed on the retail windows of the first floor of the Vinton Building, in downtown Detroit,” Gilbert said in an open letter posted on Bedrock Detroit’s Facebook page.
“Although not intended to create the kind of feelings it did, the slogan/statement we used on these graphics was tone deaf, in poor taste and does not reflect a single value or philosophy that we stand for at Bedrock Development or in our entire Family of companies,” the letter said. “We have killed the ‘See Detroit Like We Do’ campaign.” It looks like someone payed attention in public relations class! Bravo, Dan.
So, What Did We Learn?
The mistakes that companies make can be very detrimental to both their finances and public image. This is where the PR department must weigh its options; to act or not to act—that is the question.
- Act. And act quickly. When bad news hits you directly, you need to respond immediately.
- Give your organization a face. At this point you’re already dealing with bad publicity, so you want to present your company as one which people can connect with.
- Present the facts. Considering the media driven world we live in, many situations become twisted and can make your situation out to be worse than it is, so act truthfully.
- Be transparent. Allowing people to see how and why things went wrong can help your image in the future.
- Own up to your mistakes. Aside from acting quickly, this might be the most important step. People don’t want to hear the run-around of excuses. Admit your faults and move on.
- Be sincere. Most people can cut through a lot of business talk and empty words. If they can hear sincerity, they are more likely to be forgiving.
While it is somewhat unsettling to see our fellow marketers make these mistakes, it’s an eye-opening experience for anyone involved—particularly the audience. Put yourself in their shoes; see your message through their eyes. You don’t want to be the one to set off that ticking time bomb.
Branding, Communication, Marketing, Strategy
Have you noticed an uptick in messages about self-love and acceptance these days? You know, the messages encouraging you to embrace who you are and what makes you different; to really own it. It’s a nice way of saying quit trying to be someone you’re not! In marketing, as we continue to work on personifying brands, it’s not a stretch to carry over that mentality.
Are you owning your brand or struggling in the identity department? Let’s do a little self-diagnosis.
Here are three signs you have a brand identity problem:
Your answer to “What do you stand for?” changes depending on who is asking.
You make marketing decisions based on what’s trendy rather than brand strategy.
You have a lukewarm relationship with your target audience.
If any of these questions strike a chord, it’s time to go back to basics with your brand. It’s not an insult or a sign of weakness; major brands regularly revisit their strategy to evaluate and adjust for maximum effect. This will get you back on track and ahead of those who are too proud to admit they have a problem.
There are many more elements to building up a wow factor, but these are the ingredients for a strong foundation.
Brands, like people, grow and develop over time. They need constant assessment to understand what they stand for over the years or else they will become outdated and unrelatable.
- Be sure of your values and target audience, and be mindful of just how those two things overlap.
- Understand the needs of your audience and how they wish to be reached.
- Present yourself consistently in terms of messaging and frequency.
Make your Marque
What happens when you get to the point where you own your brand? You aren’t hiding behind anything and you aren’t trying to imitate others. You are no longer worried about pleasing every person on the planet, because you know that is just not going to happen. (Really, it’s not.) Instead, you know that by owning your brand, you’ll attract people that value what you value.
Branding, Communication, Public Relations
Imagine that you’re taking your child to their first driving lesson, and out of nowhere, a car cuts you off and the driver is yelling at you. A few moments later, you pull up to the driving school to see the same person is now your child’s driving instructor. More than likely, you would take your child somewhere else. I’m not saying that you have to be a robot, but it’s important to be aware of your actions. Whether you’re on the clock or not, being a positive advocate for your brand is important.
React Wisely
I’m no wizard. Therefore, I can’t control when unexpected things happen to me. But, I can control the way I react to them. Showing self-control on tough situations tells people a lot about your character, which reflects positively on your brand.
Don’t be average
Demonstrate that your brand is unique. While attending networking events, make it a point to engage with everyone in the room, not just key people. Go above and beyond the norm. Learn about their interests and goals, so that you can offer support or advice. This builds trust, an important factor in business decisions.
When people trust you, your brand will speak for itself.
If you can successfully reach out and influence others positively, they will never forget about you.
Branding, Marketing, Strategy
The definition of the term “brand” or “branding” has been debated on for many years. What began as a company name, slogan, and logo has become a complex marketing strategy that defines who you are and what your company represents. Good branding increases the overall value of a company, provides direction, and makes working with other businesses easier. So, what’s stopping you?
IDENTIFYING A BRAND
Deciding on the direction of your brand can be intimidating and very time consuming. It is easy to get stuck on a specific idea for your brand that might not be the best option. This is when it’s beneficial to step back and look at your company from a consumer’s standpoint. Consumers decide whether your brand is worth remembering, so their opinion is key in the development process.
- Identify your positioning.
- Establish company values.
- Determine target audience.
- Where do all of these develop? That is your brand.
CREATING A BRAND BOARD
Putting together a brand board for your company is arguably one of the best ways to develop a visual brand. Brand boards allow you to lay out all aspects of your company so that they are accessible to your employees. They also serve as a reference point when working with other companies, ultimately ensuring consistency and error-free work. Sometimes when something is laid out, it is easier to see elements that don’t belong, or cause friction instead of harmony.
When designing a basic brand board, we are always sure to include:
- Logos & Tagline – Including all renditions and how to properly apply them.
- Colors & Elements – Including Pantone colors if applicable, and any design elements like patterns, textures, or other visual motifs.
- Fonts – Including body, title, and accent text.
- Photography – Including photos that are regularly used, providing a few examples of the style and mood to help with maintaining consistency.
IF YOU’VE GOT IT, FLAUNT IT
Once you’ve developed a brand, it is important to get people talking about it. People love to tell their friends about the brands they like, but they can’t tell someone about a brand they can’t remember. That said, do you ever wonder how companies show up out of the blue and suddenly become the only thing anyone can talk about? Well, besides being in the right place at the right time, there is a strategy behind this mysterious phenomenon:
- Create an awesome website
- Have a strong social media presence
- Be unique
- Build relationships with your customers
- Know your brand and stay committed to it
REMEMBER
A strong brand is crucial to generating referrals and creating viral traffic, but proper decision making is critical in its success. We all know of a company that offers great products or provides excellent services, but has a tarnished brand due to poor decision making. Don’t be one of those companies. Take the time to identify a brand and maximize its potential.
Branding, Marketing, Social Media, Strategy
Looking back on what people thought 2017 might look like 100 years ago, most people probably imagined flying cars or teleportation. I think it’s safe to say that didn’t happen. Instead, we reinvented something even more amazing: rompers for men.
Yes. You read that right.
For those of you who have never heard the word “romper” before, a romper is a one-piece garment that looks similar to a dress but has shorts below the waste instead of a skirt. They are as convenient as they are fashionable, a true American treasure.
The newest clothing line called RompHim, by ACED Design, was launched last week as a Kickstarter campaign. The four male founders set a goal of raising $10,000. Clearly, they underestimated the demand for chic male onesies, because they surpassed their goal by over $355,000. Not too bad for still having 21 days left in the campaign. Bravo, gentlemen.
Been there, done that.
The Kickstarter pledging process is simple, but unique. Unlike the old school, magazine-ordered bodysuits, RompHim customers can choose their price. Starting at $5 and capping off at $1,250, the company offers anything from online updates, to the opportunity to hand select your own RompHim fabric. Your $1,250 pledge also buys you a night on the town with the ACED Design team, making your evening as unique as the onesie you rode in wearing.
Tweet about it.
Twitter seems to be the social media platform of choice for both praise and disapproval, resulting in several millions of #RompHim tweets. Whether people see it as a fashion statement or a frat-inspired gag gift, it doesn’t matter. Either way, the tweets and memes are considered “the best thing on Twitter”, and I have to agree.
Two thumbs up!
So where does that leave me? Besides paying $1,250 to go on a bro-date with the founders, I think RompHims are fantastic. Anything that can make me laugh out loud and still look that good has my vote. Also, I’m quite pleased that men will finally understand the struggle of having to completely undress to use the restroom.
As for the next 100 years, I can only hope that men will still be coming up with ways to masculinize products that were originally designed for women. That said, I’m all for gender equality, but some things are better off unaltered. They can have their Mandles, Brogurt, and RompHims, but I’d like to keep my high heels and over-priced handbags.
