Land the Job: Bring Your Experience Off the Page!

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This  post is a part of our series, “So You Want To Work In Branding. Here’s My Advice…” giving insight specifically directed toward those seeking a career in the branding industry. You can receive additional insight and tips from the other posts in the series HERE.

One of the most important challenges to landing a job in branding is knowing how to make sure you stand out. Chances are there are more than a few candidates vying for the same internship or full time job that you’ve got your eye on.

Having been on the hiring side many times, I can tell you that after a while the stream of candidates becomes a blur. One thing that helps a candidate stand out is to have a presentation of his or her experience. I call this a “visual resume.” By that I simply mean: a well-designed, clean PDF that brings some of the examples in your resume to life. For example:

  • Spent a summer as an intern at a local agency? Put a screen grab of that agency’s logo and some of the key projects/brands you were involved with on a page. Make sure you don’t show anything that the Agency or their clients would consider confidential (when in doubt ask).

Help your prospective employer visualize your experience.

  • Ran the marketing for one of your school’s events? Show pictures from the day and include stats about how many people you reached etc.

Unless you’ve worked on mega brands like Coke and Nike, it’s going to take your interviewer a few minutes to really understand what you are talking about and determine if the experience is relevant to what he or she is looking for. Help them make the leap more quickly by brining the examples to life. To that end, make sure you are taking pictures at any school events, and scanning the covers and key pages of any relevant projects (like a marketing class project where you had to come up with ideas for a new brand).

Another effective thing that you can do which shows your interest in the job is do an informal customer experience audit before the interview and bring your findings with you.

When I was interviewing to be the VP of Brand at Virgin, I did my own desktop audit of the Virgin brand – I looked at the websites of each of the individual brands in the Virgin family and I did an informal survey about what the brand stood for among people in what I perceived to be their target market. I presented these “findings” along with some initial suggestions on how to address the brand’s challenges as part of my interview. I didn’t present it as in-depth research, just a conversation starter. But it did show that I wasn’t just saying I was interested in working there; I was proving it through a bit of extra research. And the rest is history…

Think about putting in a little extra work prior to your interview and be prepared to share a point of view. You don’t have to be “right” in your learning, just as long as you can demonstrate a solid thought process. It will also help you gauge how open your potential employer is to suggestions. Receive more tips and techniques on how to do this in our post HERE.

Our 8-week online course at Brand School gives you the tools and techniques you need to keep your brand shining through and standing out. Receive more information about the next semester and free brand-building tools and tips when you join our mailing list.

Please also check us out on Twitter and Facebook for more insight and discussion on branding.

“Brand School had great examples of real companies. I was able to dig even deeper, think of things in a new way, and get new ideas for my brand.It was well worth the fee.”                                …………. . ….  ..  - Brenda C., Brand School Student 

‘Word of Eye’ Is Key to Success in Branding Today

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(Image credit: AFP/Getty Images via @daylife)

Forbes columnist Allen Adamson recently came to BrandTwist founder Julie Cottineau for her input regarding the latest digital technology trends and their impact on brands and marketing. She provided insight on how brands like Virgin America use strong visual branding to get their brand story across; and how it’s important to have brand signatures and images be click, shoot and send worthy. In today’s quick-paced technology based markets, it’s even more critical to utilize what Julie calls ‘Word of Eye’ to remain in the forefront of consumer thinking. ‘Word of Eye’ is not only the current trend, but the wave of the future as well.

Read the full article by Allen Adamson on Forbes.com:  Virgin, Disney, Apple Know ‘Word of Eye’ Is Key to Success in Branding Today

What brands have you seen that successfully leverage “Word of Eye”?

 

Our 8-week online course at Brand School will give you the tools you need to develop your branding word and Word of Eye skills. Receive more information about the next semester and also receive brand-building tools and tips when you join our mailing list.

Please also check us out on Twitter and Facebook for more insight and discussion on branding.

“Brand School had great examples of real companies. I was able to dig even deeper, think of things in a new way, and get new ideas for my brand. It was well worth the fee.”            ..      …….. .  ….  …..,,  ..   … - Brenda C., Brand School Student 

Five Brand-Marvelous Ideas for Mother’s Day

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It can be challenging to come up with a gift idea that is thoughtful, meaningful, fun and unique for mom on Mother’s Day. We’re here to help! Check out these brands we love, and that mom will love receiving.

Box up a bundle of goodies with a Birchbox - It’s difficult for active mothers to get into stores to sample new products. So why not make it easier for her and bring those samples directly to mom’s door? Birchbox does just that. Birchbox delivers several samples of cosmetic, skin care, bath, beauty and lifestyle products all bundled into a beautiful Birchbox and sent direct to mom’s doorstep.  Read more about what we feel drives the success of the Birchbox brand here.

 

Hire a rabbit to take on a task with Taskrabbit – A mom’s life is busy, busy, and… did we say busy? There’s always some task that she doesn’t have time to complete. She would really appreciate a helping hand. TaskRabbit is all about getting the job done.  This company has experts in just about every field who are ready to take on mom’s request, and as their tagline promises, to help mom go “From To-Do, to Done.” Interested in how Taskrabbit built a succesful brand? Read more here.

 

Ch-ch-ch-changes through chocolate! Chocolate is always a welcomed gift, but when it’s fun, meaningful and connects you to the world, it’s even better.  Each sweetriot chocolate candy purchase supports sustainable cocoa farming, native and local farmers, and the emerging artists community by featuring works that embrace sweetriot’s culture on the candy wrappers. A sweetriot gift purchase does more than simply satisfying mom’s chocolate craving. Want to know more about the secret to sweetriot’s sweet branding success? Read about it here.

 

Take mom on a fabulous get-away –  Treat mom to a fabulous weekend away full of local flavor by celebrating at a unique hotel. Discover a new city together – and build memories that will last a long time. The  Provenance Hotels are a great boutique collection that offer wonderful decor and  authentic local touches in some very cool US cities. How can your brand cash in on the trend to hyper local? Read more here.

 

Support mom in growing her business. Is your mother an entrepreneur, small business owner, artist, performer, or freelance contractor? Here’s a way to help her take her business and brand to the top! Brand School is our 8-week ONLINE course that will give her the tools and insight she needs to grow a stronger personal, career or business brand. Receive more information about the next semester and our free e-book, 13 Tips for Better Branding when you and your mom  join our mailing list. 

Network More Effectively to Land the Job

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This post is from our series, “So You Want To Work In Branding. Here’s My Advice…” giving insight specifically directed toward those seeking a career in branding. You can receive additional insight, suggestions and takeaways from the other posts in the series HERE.

Okay, I’ve got to admit this particular subject is one I am pretty passionate about. It’s one of my pet peeves… lazy networking.

I get so many correspondences from students that go something like this…

Dear Ms. Cottineau,

I heard you speak in my class and I am very interested in a career in branding. I was hoping we could have lunch and you could tell me about your background and your experience. Looking forward to hearing from you.”

Sincerely,

Interested (but lazy) Student

What’s wrong with this approach? So many things:

  • It lacks specifics.
  • It lacks focus.
  • It shows a lack of commitment.
  • It also, frankly, is a bit lacking in respect for my time.

If you are really that interested in connecting with me here’s how you can let me know you really care: 1) do your homework, 2) show your commitment and, 3) make it easier for me to help you.

I am interested in helping – I took the time from my work schedule to come speak at your University and share my knowledge and experience with you. But in this kind of lazy networking email… you are making me do all the work.

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Here’s a version that is more likely to get a response:

Dear Ms. Cottineau,

I was really inspired by the talk you gave in Professor X’s class last week. You might remember me, I was the student in the front row that raised my hand and asked you about X. After your lecture, I went on to the Virgin website to educate myself more about the 360-degree approach to branding that you shared with us. I found the recent campaign for Virgin America particularly impactful because of XYZ.

I also joined your mailing list, liked your Facebook page, and am now following your blog and re-tweeting your branding insights on Twitter. I did some research about you online and I am really fascinated by your background. Like you, I have the desire to work in Europe and I am also a big believer in lateral twists. In fact, I thought you might enjoy the attached article on inspiration from this month’s issue of Fast Company. Here is a link. I am not sure if you saw it, but if you find it interesting, perhaps you might enjoy sharing it with your Facebook or Twitter followers.

I am reaching out with a very specific request that I hope won’t take up much of your valuable time. I am a third year student looking for a summer internship at a mid-sized digital agency in NYC. I have narrowed my list to a top 5.  I was hoping I could get any perspective you might have on these agencies and ask if you have any contacts that you might be willing to forward my resume and cover letter to (See attached). I would also love to hear if you think I have left any agencies out of this top 5 list that you think should be there.

I’d love to get your feedback in whatever way is most convenient for you. Can we schedule a 15-minute chat next Tuesday, Wednesday or Thursday at 9am? If not, is there a more convenient time? My number is xxx. If it’s easier for you, I’d also appreciate any thoughts you have by email.

Thank you in advance for your inspiration. I am sure you must get hundreds of request like this a day. I assure you, I will pay your generosity forward some day.

Sincerely,

Mr./Ms. Student More Likely to Get a Response

What’s smarter about this approach?

  • The student shows commitment by doing their homework.
  • They show loyalty and interest in helping me grow my brand.
  • Their request is specific and manageable.
  • The next steps are clear and easy for me to follow-up on.
Take the time to do your homework, and your request has a better chance of breaking through and getting answered. Make sense?
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Want more answers? Just let us know your additional questions in the comments section below.
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Check out the next post in our series: Land the Job: Bring Your Experience Off the Page!
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Our online Brand School course will give you the tools you need to develop your branding creativity and skills. Receive updates about the next semester and free brand-building tools and tips when you join our mailing list.

Please also check us out on Twitter and Facebook for more insight and discussion on branding.

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“I learned a lot from Brand School.  It inspired me to think outside the box. I have a much deeper understanding of how to effectively build a brand.” – Mike S., Brand School Student

So You Want To Work In Branding. Here’s My Advice…

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This is the first post in our series providing insight and action steps for students seeking a career in branding. 

One of my favorite things about spring is – STUDENTS! Every April I get to spend time with undergraduate and graduate students at both Cornell and Columbia – two great universities where I’ve had the good fortune of teaching as an adjunct professor. I also get to connect with students in my own online program, Brand School.

During and after my visits to campus, I receive dozens of questions about pursuing a career in branding touching on a wide array of topics such as: “How do I grow and manage my personal brand?” “Is it better to work at an agency or client-side?” “How do I break into the branding business?”

I’d love to be able to sit down and speak one-on-one with each student about his or her concerns. But unfortunately, my schedule is full to the brim with my brand consultancy BrandTwist, my online Brand School program, and two full-time students of my own (a 6th grader and a 10th grader).

But the career concerns of my students are so important; I simply could not let them go. And thus began the foundation for this blog series, So You Want to Work in Branding. Here’s My Advice…  This series is designed specifically for those considering a career in branding. I give my top tips and share with you my insights from over 25+ years at great companies such as Grey, Interbrand and Virgin. If you are curious, you can read more about my background here.

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If you are considering a career in the branding industry, this series is about YOU. The more input you share about your concerns, questions and issues, the more meaningful information I can provide. Leave your input in the comments section below – that way other students (who probably have similar questions) can also join in and benefit from the conversation.

Please realize the point-of-view I express in this blog series is based solely on my own experience. There is no one right way to go about building a career in branding – but that’s part of the fun of it.

WHERE DO I START?

This blog series is a great place to start your process.

Speak to as many people as possible in the industry.

Always have your contact information readily available (yes, we still use actual business cards!). And be ready with a short elevator pitch about your credentials and what makes you a desirable hire. You can read more about honing your elevator pitch here.

Consider the relationship you have with your teachers, professors, and counselors as a wonderful resource. They may have direct referrals for you or give you ideas on where to network.

Additional powerful resources are college club, alumni and fraternity or sorority connections.

GET NOTICED ONLINE

One thing you can start to do right away to flex your branding muscle and increase your visibility is to be a guest author for industry blogs. BrandTwist is always looking for student and guest authors for our blog. Interested? Just send a brief synopsis of your blog idea along with a sample paragraph to Jamie@BrandTwist.com and we will contact you within one week to let you know if your blog idea has been accepted.

Check out the BrandTwist blog list of categories we cover (to the right) and view the latest guest student blog post here.

BrandTwist does not pay for guest blog content, but we will provide you with a byline that includes your contact details. This is a great platform to reach other people who are passionate about brand. Who knows… maybe your future employer will see your blog post and call you for an interview!

JUST ONE MORE THING

You may be tempted to charge ahead with a full-court press when you start to contact your resources and associations, but I urge caution here. There are effective and ineffective ways of making yourself noticeable and accessible. We will cover many of the do’s and don’ts throughout the rest of this blog series, so please stay tuned!

I look forward to sharing with you and hearing from you! Feel free to share this post with any friends you think could also benefit from a smarter job search.

Here’s our next post in the series: Network More Effectively to Land the Job.

“Julie’s active participation in Brand School and  feedback was amazing and helped a LOT. I received great value from this program.” - Leslie H., Brand School Student

Our online Brand School course will give you the insight and tools you need to get the job done. Receive more information about the next semester and free tools and tips when you join our mailing list.

Please also check us out on Twitter and Facebook for more insight and discussion on branding.

How Lululemon Athletica Stretches its Brand Touchpoints

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Check out “7 Bewitching Brands,” an article featuring an interview with BrandTwist founder, Julie Cottineau, in the April issue of Entrepreneur magazine. She addresses how Lululemon builds a community of brand ambassadors and uses all of its brand touch points (from tags to tote bags) to build its brand.

Despite the recent setbacks Lululemon Athletic has had with its recall of see-through yoga pants, we are still a big fan of this brand. We believe that all brands make mistakes, but in general, Lululemon does more right than wrong and we think they will weather this setback.

Read about Lululemon and 6 other bewitching brands HERE. This is a great issue of Entrepreneur – dedicated 100% to brand. A must read.

What brands would you put on the “bewitching” brands list? What’s missing? We’d love to hear your twist.

“Julie’s active participation in Brand School and feedback was amazing and helped a LOT. I received great value from this program.”       - Leslie H., Brand School Student

Get  information about priority registration for the next online semester of Brand School and receive our free e-book with brand-building tools and tips when you join our mailing list.

Please also visit us on Twitter and Facebook for more insight and inspiration on branding.

Think Inside the Box for Better Branding

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This post is part of our Brands That Twist series celebrating innovative brands. Check out  other breakthrough brands and learn more ways to grow YOUR business here. 

Birchbox was built on a single observation. It’s difficult for many people (like new parents) to get out and into stores to sample new products. So why not bring those samples directly to their homes? Birchbox does just that.

PACKAGE THE GAP AND DELIVER

Similar to what Rough Trade did with music, Birchbox took the “Product of the Month Club” concept and put a twist on it.  Instead of one monthly product, Birchbox delivers several samples of cosmetic, skin care, bath, beauty and lifestyle products all bundled into a beautiful Birchbox and sent direct to their subscribers door. They offer subscriptions for both men’s and women’s products, and each is branded with it’s own unique colors, look and feel.

ENGAGE YOUR MARKET; EXPAND ON WHAT YOUR BRAND OFFERS

But beyond delivering a new box of samples each month, Birchbox delivers brand value to their customers by giving them a total lifestyle website, where they can access user reviews of the latest products, have the opportunity to purchase additional goods and receive tips on grooming, fashion and beauty through their online magazines and blog.

Birchbox, like Brad’s Raw Foods, created a unique promise by filling a gap. Birchbox addresses people’s need for shopping convenience and their desire to feel connected, as their tagline expresses, Discover Beauty Better™        

CURATE AND CONQUER

Think about ways your brand may be able to address an unmet need and make it easier for consumers to say “yes” to giving you a try. Our online Brand School course will provide the tools to create fresh ideas and help your business build trial and customer loyalty. Get  information about priority registration for next semester and receive our free e-book with brand-building tools and tips when you join our mailing list.

Please also visit us on Twitter and Facebook for more insight and inspiration on branding.

“I learned a lot from Brand School.  It inspired me to think outside the box. I have a much deeper understanding of how to effectively build a brand.”     …        ……….. ……………..  . ..  .. ……………. ….. - Mike S., Brand School Student

Find the Perfect Match for Your Brand

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This post is part of our Brands That Twist series celebrating innovative brands. Read about other breakthrough brands and more ways to grow your business and brand here. 

There’s not a lot new about online dating. Or is there? HowAboutWe added a fresh, unexpected twist to their dating service by coming at things from a new angle. It’s not just about finding the right person to go out with, it’s also about figuring out what to do on your date.

This is an online dating site that is offline activity driven. And it’s targeting both singles and couples (another fresh twist).  On the singles side it’s what you want to do that drives the search and makes the headlines rather than a description of yourself. You “create” your ideal date activities to attract those who are interested in doing similar things. On the couple’s side, each person chooses activities they’d like to do and then shares with the other to create a great date. HowAboutWe also offers affordable access to activities and events by extending deeply discounted invitations to its members for exclusive offerings from local resources.

HowAboutWe didn’t invent something new. Online matchmaking and dating sites have become quite commonplace. Discount offers arrive every hour in our email. But HowAboutWe took a fresh look at the dating category – and by putting it all together in one place they are able to stand out in a competitive market.

What can your brand learn from them about creating deeper connections with your customers? Look beyond the table stakes of your category. Ask what else is it that people are seeking – and make that a part of what you deliver. Let’s say you sell teeth whitening strips. Simply put, your product makes teeth whiter. But what people REALLY want from your brand is to feel more appealing with a brighter and more confident smile. Armed with this knowledge you can deliver a stronger, more compelling brand promise. Offer tips on how to take great photographs; give make up advice; share ideas on what to wear to brighten your smile, or simply include more pictures of big beautiful smiles on your website.  You will go beyond users to loyal brand ambassadors.

Digging deep into what your customers are really looking for and recognizing how to more effectively deliver on that is a critical aspect of successful branding and business building. In our online Brand School course you’ll learn how to match your brand promise with your ideal target market. Receive more information about the next semester and receive free brand-building tools and tips when you join our mailing list.

Please also visit us on Twitter and Facebook for more insight and discussion on branding.

“Quality information. The value is priceless. I loved every minute of it! I’ve recommended Brand School to industry friends and colleagues.”                                                                                     ……..  …….  .     - Barb W., Brand School Student

Necessity is the Mother of Brand Invention

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This post is part of our Brands That Twist series celebrating innovative brands. Read about other breakthrough brands here. 

“Necessity is the mother of invention.” That expression is as true today as it was when Plato first wrote it, circa 450 BC.

Here is another catchy term, “evergreen topic.” Meaning, a subject  that will always be of great interest to people. One of the biggest evergreen topics is health. If there is such a thing as a health bandwagon, it sure seems like EVERYONE is on it. Now, let’s take all of the above and create a little equation: Necessity + Invention + Evergreen = Brad’s Raw Chips.

Brad’s Raw Chips are a gluten-free, organic, vegan, kosher snack food. Founded by Brad Gruno, who had no experience what-so-ever with baking, cooking or nutritional health products. In fact, he had worked in the telecommunications industry for over 20 years, was 40 pounds overweight with high cholesterol, and was depressed… you get the picture. When Brad decided to get on a healthier track by following a raw diet, he found what he missed most was the flavorful, spicy taste and crunch of snack foods. Out of sheer desperation he began to “play” with kale. He made a kale “chip” and shared samples with friends and family and ta-da… Brad’s Raw Chips were born. Now, he’s expanded the line with other veggies, crackers, and even a snack biscuit for dogs.

It was Brad’s personal quest which led him to focus on a single product that made him stand apart from the thousands of snack foods lining the market shelves. Sharing his story and mastering one specific, singular niche, actually ended up enabling product development and market expansion.

Don’t be put off by taking a look at your own life. What you might want or need may be just the thing to fill a gap in the marketplace, too.

Your target market may have a lot more in common with you and your story than you think. When you share your story you add a deeper dimension to the user experience. You open the way for your customer to identify with you and feel a genuine connection with your brand.

Necessity may be the mother of invention, but identifying your specific niche and honing your brand’s story takes strategic cultivation. Our online Brand School course will give you actionable steps and strategies that you can use to grow an evergreen brand.  Receive more information about the next semester and receive free brand-building tools and tips when you join our mailing list.

Please also join us on Twitter and Facebook for more insight and discussion on branding.

Interacting on the Brand School Community page took me out of my head and into reality, and that is important. I felt like I walked away with tangible results.                                       …………………………      - Pixie B., Brand School Student

A Curated Brand Can be Music to Your Ears

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This post is part of our Brands That Twist series celebrating innovative brands. Read about other brands that are implementing ideas in new ways here. 

What goes around comes around. No matter which technology is used to deliver it, from the hand-cranked Victrola machine to micro-chips embedded into eyeglasses, people want to hear their music.

Along with the introduction of the personal computer came the ability for people to produce their own music directly from their desktops. This was a real boon to musicians, but it introduced a whole new problem: with so much music out there on the web and bricks-and-mortar music stores rapidly disappearing, how do we actually FIND new, independent music?

In the not-so-distant past, we could go to our neighborhood music store and sample the newest releases. We could subscribe to the Record of the Month Club and receive our choices delivered via the mail, right to our door.

Well, guess what? What is old is new again! Enter: Rough Trade, “Independent purveyors of great music since 1976.” Specializing in collecting independent releases, they have two (soon to be three) actual record stores and an online presence. They put a twist on the old “Record of the Month Club” subscription concept. They incorporated new technologies to deliver to your email “Tracks of the week” as mp3’s and their “Album of the Month” delivered in either mp3 or CD formats.

But what really sets them apart is the exclusivity of access to a private collection and that they have removed the effort and work by curating for us. We receive their own personally selected favorites chosen from their archives of tens-of-thousands of recordings, delivered on schedule.

While the concept of a “month club” is an old idea, there is nothing old about what Rough Trade delivers and how the deliver it. Even their visual branding has a bright, fresh feel while still remaining true to the rugged, individualistic counter-culture music scene look.

The Rough Trade brand has several things going for it:

  • Focused niche
  • Exclusive access to a private collection
  • Reinventing the Month Club delivery system using new technologies
  • Removing the work and effort for us by curating and selecting
  • Consistent visual branding

Don’t hesitate to take a look backward. Consider your delivery system and ask if there might be a tried-and-true method that you could put a twist on to get your product or service into the homes, on the screens, or in the headphones of your target market.  How can you simply for your end user?  Is there something you can do to make their choices more effortless?

You don’t need to be a DJ to put a spin, or a twist, on your brand. New technologies are emerging all the time and you need to be able to evaluate which methods will provide the longest play for your business. Our online Brand School course gives you the strategies and tools you need to spin your brand to the top of the charts. Receive more information about the next semester and free brand-building tools and tips when you join our mailing list.

Please also join us on Twitter and Facebook for more insight and discussion on branding. 

 
“I learned a lot from Brand School.  It inspired me to think outside the box. I have a much deeper understanding of how to effectively build a brand.”                                          ………….. ……………..  . .. - Mike S., Brand School Student

Sweeten Your Brand’s Impact with a Meaningful Cause

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This is a post in our Brands That Twist series celebrating innovative brands. Read about other breakthrough brands here. 

Can a product brand have a higher purpose and not seem like it’s just jumping on the “cause” band wagon? Well, we believe that sweetriot has made the cut with grace and impact.

sweetriot makes chocolate candy. Sounds simple enough, but they have taken their brand to another level altogether. They are a mission-based business that wants to “create a more just and celebrated multicultural world for our next generation”. They embrace this idea throughout their company and in every area of brand expression.

How do they succeed in clearly defining their brand promise to make their product and purpose stand out?

Their name says it all. sweetriot immediately implies they are making their voice heard, that they welcome others into the process, and they do it while creating a sweeter place, literally and figuratively. In their own words: “A sweetriot is a joyful celebration of culture, diversity, and understanding — it is the opposite of a civil riot, which is dangerous, violent, and oppressing.”

They are consistent and creative with their use of verbal identity. CEO, Sarah E Endline, calls herself the “Chief Rioter.” Customers are asked to “Join the riot.”  Their chocolate treats are called “peaces.” Their copy reinforces their dedication to fair-trade and social causes that better the communities from where their materials are sourced.Their tagline is “Fixing the world one ‘peace’ at a time. Sweet for the world & sweet for you.”

Their mission is integrated as a part of every aspect of their business – it is not an add-on. It is integral to their products, partnerships and people. They walk the talk.

Their logo helps tell their story. Their logo is a thumbprint and also the globe. Immediately we know sweetriot is aware that they are leaving their personal mark on the world and it serves as a reminder to us that we are, too (everyone has a thumbprint and everyone lives on Earth).  Based in NYC, USA, sweetriot’s brand colors of red, white and blue reflect their company’s origin.

Their packaging is social and unique. sweetriot supports the emerging artists community by featuring works that embrace sweetriot’s culture on the candy wrappers. Works of art to be featured are selected by votes from website visitors.

sweetriot put a creative twist on their brand by directly involving their market and community and by consistently reminding their customers that when they purchase a sweetriot product they are doing more than simply satisfying a chocolate craving.

If executed with authenticity and care, your customers may respond with loyalty and enthusiasm when they realize that by connecting with your product they are in turn contributing to a larger community. Identifying associations that resonate on a meaningful level with your target market takes strategic thinking. Incorporating your promise into your brand identity takes planning. At Brand School, we deliver the tools and steps you need to sweeten your brand and its connection to your market. Receive more information about the next semester and free brand-building tools and tips when you join our mailing list.

Please also check us out on Twitter and Facebook for more insight and discussion on branding.

“I’ve taken quite a few courses on branding and marketing overall. However, what attracted me to Brand School was Julie’s experience with branding from a corporate level.”                                      …….        .  . - Barb W., Brand School Student

Put Your Brand on the Sunny Side of the Street

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This is a post in our blog series Brands That Twist. Read about other brands we feel are implementing shining solutions to make their brand stand out here. 

The weather. Everyone likes to talk about it and there seems to be an endless supply of breaking weather news, TV updates, radio reports, The Weather Channel (on TV and online). But here’s the thing – most of this endless chatter doesn’t give us the info we really need: what’s happening in my exact neighborhood at this precise moment.

Dark Sky app for iPhone and iPad tells you exactly that. They put a twist on delivering the weather news. They took on the tedious task of filtering through the volume of information we usually have to sift through, curated it and personalized it for us. Dark Sky took the guess-work out of our weather news searching and made it easier for us to know immediately what is happening, right at this very moment, exactly were we are standing, and what we can expect in the next 30-minutes or so.

Dark Sky didn’t invent weather reporting and they didn’t create the first weather app. They put a twist on how the information is delivered. They gave us what we wanted, where and when we wanted it. Your business can do that too.

I hear from so many entrepreneurs that they fear their idea won’t stand out. “There are so many other weather resources out there.” But often what makes a business or brand stand out is not the product or service itself, but how it is delivered.

Think about the ways your market uses what you offer, then curate and filter it for them. Make your business easy to access and maximize the utility for your customers and your brand will be walking in sunshine.

Creating a better user experience by curating and personalizing is an effective means to deliver a powerful brand promise. It takes innovative thinking and strategic planning to identify what your market is looking for and how to bring those ideas to the forefront. Don’t be left out in the rain. Our online Brand School course will give you the insight and tools you need to walk on the sunny side of the street. Receive more information about the next semester and free brand-building tools and tips when you join our mailing list.

Please also check us out on Twitter and Facebook for more insight and discussion on branding.

“I received huge value from Brand School. You can’t put a price on that experience. I loved the integrated learning experience and that we walked out of the series with a working brand strategy.” …….  …….  …  …- Rachel W., Brand School Student

Package Your Brand Online (The Right Way)

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Editor’s Note: This is a guest blog post from Dr. Marina Kostina CEO & Founder Wired@Heart. Marina is an expert at helping entrepreneur’s bring their businesses online. Marina is a co-author an Amazon Bestseller, “The Golden Climate in Distance Learning”, a winner of several prestigious awards. She  also helped build online training programs and products in over 40 countries.She was intstrumental in the creation of my own 8 part online Brand School online Branding class. The following post is packed with useful advice as well as an invitation to a  FREE training session: “Multiply Your Impact and Income Online” that will be held online on April 4, 2013 @ 7:30 pm

Why go online?

You love your clients.

You love connecting and engaging with them.

And you’d love being able to make a difference on a larger scale.

But there is only one of you! And that means that no matter what, your impact (and income) will always be limited.

We live in a very exciting time, as there are literally billions of online businesses nowadays.

However, 95% of online businesses fail and they fail in a matter of months!

These statistics tell us two very important things:

1) Small business owners finally realize that the online environment has tremendous potential for impact, profitability, and building the lifestyle of their dreams.

2) Most online businesses fail, and fail super-fast because they do not know how to bring their brand online in an effective way.

Many “business gurus” promise that designing an info product will solve all your financial frustrations, magically attract lots of clients, and ultimately will help you build a lifestyle of your dreams. I strongly believe that most info products experts are missing the KEY ingredient: building connection and engagement in cyberspace.

How to make your brand shine online the right way:

After 10 years of working online and conducting research on online interactions for my doctorate dissertation, I know one thing for sure: connection and engagement is THE KEY to success in cyberspace! I believe that an engaged client is a happy client. It is a client who will keep on buying your products, develop a sense of identity with your brand, will produce great results that he will gladly share with others, and will become your biggest fan and an advocate for your business!

There are 5 types of connection that businesses need to foster while bringing their brand online:

Strategy # 1: Building Client-Client Connection

The client-client type of engagement is where clients engage with each other, creating an online community. Often, such communities are considered to be a “bonus” to an online product. I argue that developing such communities is a MUST. You can easily create a community of like-minded individuals even with self-paced, downloadable products by providing an opportunity to access an online forum, or maybe creating a private Facebook group where your clients can interact and share their experiences, questions, and success stories.

Strategy # 2: Building Client-Mentor Connection

The secret of engagement is this: you need to find a way of making your trainees feel that they are involved in a learning process that they own, one that they have helped to construct, and that they are working on a piece of work that is relevant to their lives and interests.  They are searching for information and finding in it what is of most interest and relevance for their piece of work, reporting the progress of their work to others, and benefiting from the feedback.  They are giving constructive input that can help fellow participants clarify concepts and arguments in their work, being producers of knowledge rather than consumers of it, and having a hand in their destiny and living creatively as they progress through the program.

Strategy # 3: Building Client-Content Connection

Client-content engagement refers to the client’s accessing the content of the course or a program. You have to consciously and continuously facilitate discussions, and guide your clients toward the program goals. Remember, this is not a mentorship approach in which you tell your clients where to go to find answers; rather, you encourage them to explore the parameters of an issue, raise questions, and go to the program content and other valid sources of information to find their own answers.

Strategy #4: Building Client-Platform Connection

A Learning Management System (LMS), an interactive video, or a downloadable PDF series- are all important in the learning process: it is a part of the learning community, as your clients must engage with the technical platform that delivers your product. As the mentor, your responsibility is to facilitate interaction between the platform and the client. In order to minimize early dropouts because of technology, you should help your clients with navigation tools by creating a short video or a detailed PDF cheat sheet that explains how to interact with the platform, download a product or post a comment in a discussion forum. You can also develop problem solving queries in which you can invite clients’ comments on the culture of online learning, its strengths and its limitations, and ask for suggestions on how their current learning experience might be improved.

Strategy #5: Building Client-Learning Process Connection

Clients need to feel that the learning process respects their needs and that they are trusted to have a say in what they learn and how: they need to feel that they have agency and that you are fostering their autonomy. Explain to the clients the basics of the online interactions, where each participant creates a new identity and information might be miscommunicated more easily than in face-to-face interactions. Delayed response and technology might create a sense of isolation. When the clients are aware of the challenges of the online environment and have the tools to deal with these challenges, they will less likely become frustrated with the program and will not lose their motivation.

In conclusion, if you want to multiply your impact and income, you MUST bring your brand online! Imagine not having to worry about attracting new clients. Imagine creating a referral powerhouse where your satisfied clients spread the word about you! (Remember, people would more likely buy a product recommended by their friends).

I know that the process might sound scary for many of you.

I created a FREE training session: “Multiply Your Impact and Income Online” that will be held online on April 4, 2013 @ 7:30 pm.

In this training you will discover 3 simple steps to:

  1. Big Idea: Finding your product’s main idea that will instantly connect with your clients
  1. Design: Weaving connection and engagement into the design of your product
  1. Delivery: Building connection and engagement during delivery of your product

Sound interesting? You will find more information here:

I cannot wait to see you!

 

Brand. Smash. Rebuild. Repeat

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My brother and I were blessed to grow up in a home with Star Wars, Lego and a 2nd floor balcony – the Holy Trinity of childhood. We spent countless hours building Lego spaceships and drop-testing from the balcony. When they broke, we figured out where and how we could make them stronger. When they didn’t break on the carpet, we dropped from the other side onto the tile. They always broke. Engineers test products in the same way to ensure they work. As marketers, we should do this for our brands using the following process.

BUILD THE BRAND BASED ON WHAT YOU WANT YOUR COMPANY TO BE.

Unfortunately, branding a company is harder than branding a cow (even so, I’ll be the first to say that I wouldn’t approach a cow with a smoldering iron for fear of getting a hoof to the head). A brand is more than a name, title or words on a page. Much like a Lego spaceship, a brand is the sum of your company’s products, culture, logo, user-experience, story—viewed through the lens of a customer’s perception. Creating a good brand requires knowledge of your company’s identity and your customer’s needs or wants (it doesn’t matter how well you build a green light-saber; Darth Vader will always buy the red one). This requires strategic development through market research business objectives and long-term planning. Now it’s time to put the pieces together and test the brand.

 THROW IT AGAINST A BRICK WALL AS HARD AS YOU CAN. 

According to Martin Lindstrom, CEO of Buyology Inc., the idea of a “smashable” brand dates back to 1915 when Coca-Cola requested a bottle designed to be identifiable even when thrown against a wall. As we can all attest, they found what they were looking for. So how do you smash your brand? Remove your logo from one of products, ads or website. When you look again, can you still recognize it as your brand? Can someone else? Is your brand as recognizable as the following “broken brands”?

PICK UP THE PIECES. WHAT’S IMPORTANT? WHAT’S MEMORABLE? THROW AWAY EVERYTHING ELSE.

As you can see in the examples above, the smallest elements of your brand are the most critical. No doubt Apple wouldn’t be what it is today if Steve Jobs had not sat in on a calligraphy class when he wasn’t in college. Now the Apple brand is weaved into the font of every word they print. Ask yourself what pieces work. Do you have brand elements that don’t align with your business objectives or your target markets? Look at Harley-Davidson. What if you replaced the “bar and shield” logo with the “Twitter” bird? Would it be successful in Comic Sans Am?

REPEAT UNTIL YOU HAVE AN INTEGRATED BRAND (OR YOU THROW YOUR SHOULDER OUT).

Branding, like anything else, requires endless revision. However, a strong brand paradoxically requires consistency as well. For this reason we hesitate to partake in brand-breaking. We see our brand as the Waterford vase from our grandparents as a wedding gift that goes up on the shelf and never gets touched; that way it never breaks. The problem is that we live in an interactive society where that vase will be removed from the shelf, thrown around like a football, maybe dropped off the balcony for a “science project” about gravity. You cannot be afraid to have your brand touched, because customers will take it down and break it apart whether you like it or not.

This is a guest post by Reid Mueller who  is currently working towards a Master’s of Science in Marketing Communications from the University of Kansas.  This post appears as part of BrandTwist’s participation in  ”Blogapalooza” a platform from the University to help students seeking Master’s Degrees in Integrated Marketing Communications gain valuable experience and exposure in blogging. We hope you enjoyed Reid’s post as much as we did. 

Click here for more about Brand School, our online program to help you build your brand to grow your business.

March Madness – Instant Replay

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This webinar series replay offer has expired. Sign up to receive our email to stay up-to-date on more  free webinars, replays and additional tools and tips to grow your brand.

Due to an overwhelming number of requests from webinar attendees who wanted replays, Brand School is making available – for a limited time – a rebroadcast of BrandTwist founder Julie Cottineau’s webinar series, Brands That Twist. This live, interactive series originally aired earlier in March, 2013.

If you missed out on the live broadcasts, you now have another opportunity to receive the tips and tools that will help you begin building a stronger brand.

In this series on brand building, Julie gives you clear and actionable steps that you can start using right away to help boost your business, build a stronger brand, and make a bigger impact in your market. You’ll receive a taste of what Brand School covers in more depth.

In addition, you can receive a $100 discount off the tuition of the April 2013 online session of Brand School which starts April 15th, when you enroll by March 31st.

Both the rebroadcast of the Brands That Twist webinar series and the $100 discount off Brand School offer EXPIRE SUNDAY, MARCH 31, 2013 at MIDNIGHT.

To learn more about Brand School please visit: BrandSchoolOnline.com.

Enjoy the webinars!

Note: The “free seat at Brand School give away contest” Julie refers to in these rebroadcasts is over.

TWST YOUR WORDS: Leverage Verbal Identity to Shine

Tools and techniques to help you to use words: names, taglines, packaging copy and tone of voice to help your brand make some noise and be heard.

This webinar reply is no longer available. Watch for more events like this coming soon.

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THINK DIFFERENT: Innovation With a Twist

Boost your business with innovative and creative ways to look at old problems from new angles that will ignite new ideas and gain loyal brand fans.

This webinar reply is no longer available. Watch for more events like this coming soon.

 

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SMALL BRANDS – BIG IMPACT: Lessons From Brands That Twist

See how small brands are innovating, creating big ideas and standing out in their markets. Take away actionable steps to help your brand shine.

This webinar reply is no longer available. Watch for more events like this coming soon.

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Click here for more about Brand School, our online program to help you build your brand to grow your business.

Hop to It… For Better Branding

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Here’s another entry in our blog series Brands That Twist. Read about other brands we feel are innovating in fresh ways here. 

What’s the next best thing? Sometimes it isn’t a “thing” at all, but how useful a thing is, or in the case of TaskRabbit, it is how useful people can fill the needs of people in need.

TaskRabbit is all about getting the job done, and right up front, their name says it all.  Immediately we know the company is there to take on our request, do it quickly and as their tagline promises help us go From To-Do, to Done.

They put a twist on their business by branding their identity throughout every aspect of the user experience. Their expert service providers are referred to as “TaskRabbits,” while those seeking to hire sign in as “TaskPosters.” Brand credibility and recognition are further enhanced when TaskRabbits wear identifiable branded shirts or jackets while on the job, and a job can be doing just about anything, anywhere.

FOCUS YOUR BRAND ON USEFULNESS, NOT INNOVATION

The entire premise and focus of TaskRabbit is to fill needs. Usefulness was the driver in the development of the business. The TaskRabbit brand identity was then built around that purpose.

This is a great strategy. Too often brands get caught up inwardly gazing innovation. They focus on what they can make (faster, stronger, smaller) but they don’t actually stop to think “hey, does anyone really need this new and improved widget?” Instead of focusing on what you can provide, try thinking about what your target needs. Build that solution into your branding and reiterate it as part of your brand promise. Then you will have people lining up at your door.

Clearly defining and communicating usefulness reinforces your brand’s impact in the market. But finding these brand-building needs takes focus and a strategic approach to identifying how your product or service can make people’s lives better and compel them to choose your brand over another.  Our online Brand School course will give you the insight and tools you need to get the job done. Receive more information about the next semester and free brand-building tools and tips when you join our mailing list.

Please also check us out on Twitter and Facebook for more insight and discussion on branding.

“Julie’s active participation in Brand School and  feedback was amazing and helped a LOT. I received great value from this program.”                                                                            ……………….     ….      ….       – Leslie H., Brand School Student

Stand Out in the Real World

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Here’s another post in our Brands That Twist series celebrating innovative brands. Read about other breakthrough brands here. 

Like most of us, I’m spending so much time on the computer, mobile and other virtual devices that I find myself beginning to to think communicating is now a 100% virtual experience, especially for business. But the reality is that the real world has not ceased to be important – far from it. In fact, most of the time it takes a real, tangible connection to ensure a brand makes an impact or an entrepreneur is remembered. Yes, even in a growing virtual and e-mail world, an actual business or greeting card can go a long way.

Online printing has been around for a long time. It has provided everyone with the ability to quickly have business cards or personalized holiday cards printed at a fraction of what it used to cost. There are thousands of online printers to choose from. What makes moo different?

DESIGNED TO STAND OUT

Moo is passionate about one thing, design. They are dedicated to making distinctive design accessible to everyone. Moo’s tagline encapsulates this promise: great design for everyone. They implemented a twist in their brand by taking an unwavering stand for design quality and in doing so, created a niche where their brand excels. This really helps them stand out from all of the other printing brands that focus only on low price and quick printing. Your business card is a powerful representation of your brand. Why would you skimp?

THINK BEYOND THE HOLIDAY CARD

Think outside the tired, worn out holiday card or business card ideas of the past. What better way to have your brand remembered than to give a holiday card created in your business’ colors? Or, give a set of note cards creatively designed with the colors of the recipient’s logo or tag line? An entrepreneur can make a lasting impression by handing out a mini-smartcard with an unforgettable quote or photo on it. Moo makes this possible and accessible to everyone and above all, permits us to do it with stand-out design.

HOW CAN YOU TOUCH YOUR CUSTOMERS WITH A TWIST?

Put your brand within reach of your customers.  Literally. Print it out, hand it out, or give it as a gift. Making it something tangible, that other people can get their hands on, is an effective way to have you and your business shine, in full color! And if you get them to wear your brand with pride (think t-shirt or re-susable tote) they will also be walking brand ambassadors.

Defining what your brand stands for and then expressing it with impactful touch points is essential to growing your business.  But it takes focus and strategic thinking. Our online Brand Schoolcourse will give you the insight and tools you need to express your brand in the real world and in the virtual world. Receive more information about the next semester and free brand-building tools and tips when you join our mailing list.

Please also check us out on Twitter and Facebook for more insight and discussion on branding.

“Julie gave great examples in Brand School that  inspired me to think outside the box. I especially appreciate her attention to everyone’s brands and her insightful comments. Thank you!”                             – Jamie L., Brand School Student

Deliver Your Elevator Pitch with a Twist

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You only get one chance to make a first impression, make sure you’re ready to seize your moment.

No matter what category your brand competes in, it’s becoming harder to stand out since your potential customers are bombarded with so much information every day. That’s why it’s so important to have a really tight elevator pitch. It helps people “get” what you stand for right away and then quickly decide whether they want to learn more about your brand.

Write down your pitch in no more than 250 words and continue to practice and perfect it. Start with one headline promise that highlights what your brand enables, not what you offer – and three support points. Rotate and freshen these points depending on your target audience, but be prepared to tell your story in the time it would take to travel 3 elevator flights, not 30 or even 10.

Learn more about honing your elevator pitch in the 8 tips here:

1. Pay attention to your audience, what motivates them? Your pitch can and should vary somewhat by audience, know what your “ask” is. Do you want an introduction to someone else, a purchase, an investment, coverage on a blog? Know this up front and make sure you ask for what you want by the close.

2. Talk about what your brand enables people to do – not just what you offer – an emotional promise fulfilled will create a loyal user.

3. Add something personal and memorable to your story – perhaps something visual – the best stories give specific details we can connect with.

4. Think about your story in terms of a headline and three supporting points – more than three is hard for your audience to remember.

5. Try out different versions on different people – see which ones get the lean forward effect, and which ones elicit a yawn or maybe a distracted eye roll.

6. Keep honing and editing – a story is never actually finished. New events happen that are significant and should be incorporated. Also updating stories keeps them fresh and interesting.

7. Have a short version, but be ready to follow up with more – think about your elevator ride for your elevator pitch. Make sure you have the two-floor version but also be prepared for the twenty-floor ride to the penthouse

8. Notice stories that move you and why. This could be a movie, things you read in the newspaper… Think about what elements of that story caught your attention and is there a parallel element that could help you tell your own brand story? I don’t mean copying the content, but maybe borrowing the technique.

MAKE YOUR PITCH EVEN BETTER WITH BRAND SCHOOL 

Brand building doesn’t mean just designing a pretty logo and creating a cool name. It means choosing a bull’s eye target and defining your unique brand promise to connect with your consumers on an emotional level. Bottom line: you need to pay attention to your brand if you’re not already. And perfecting your elevator pitch is a huge part of that.

Now you can.  Brand School’s exclusive eight-part course series  Brand School takes best practices of beloved brands such as Virgin, Apple, and Zappos and brings them to life in engaging videos, interactive homework exercises and access to a private community of other entrepreneurs. Learn more about Brand School here.

Please also join us on Twitter and Facebook for more insight and discussion on branding. And sign up to receive our email for news and free brand-building tools and tips.

“It was great pulling everything together from touch points, to pillars. I would recommend Brand School to any small biz owner or entrepreneur.”                                                                       ………    …………. … - Sarah W., Brand School Student

Baby, You Can Drive My Brand

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This is another post in our blog series Brands That Twist. Read about other brands we feel are implementing fresh solutions to make their brand stand out here. 

One of the classic symbols people associate with New York City is the yellow taxicab.  The streets are teeming with them. I’ve lived in the NYC area for over 25 years, and every time I go to Manhattan I delude myself by thinking it will be easy to hail a cab any time I need one. But the reality is that when I need one most, like when it’s raining, freezing or snowing, or it’s rush hour and I’m in a real hurry, I can never get one. This happens time and time again. Why? Because there was no other alternative – until there was UBER.

TAKE A ROUGH ROAD AND MAKE IT SMOOTHER

UBER is a brand that noticed how people struggled with a problem and put themselves into the driver’s seat to solve the problem with their brand promise: alleviate the insecurity and uncertainty in finding a ride by providing a reliable car service that’s available whenever we need it. The real need wasn’t for more cabs, the need was to make the process of getting one, better.

TWIST THE  PROBLEM, ACCELERATE THE BRAND

UBER’s taken an old-school service and reinvented it. UBER has created a hybrid car service by twisting together two traditional ideas: the call ahead private car service and the spontaneity of a yellow cab. But unlike cabs or other car services, they made the process of getting a ride easier by simply embracing today’s technology: You use a computer or mobile app to “call” for a car, right when you want one. No cash is necessary. Receipts are delivered to your cell phone or email and disputing a bill is easier with a record, which speaks volumes for their brand transparency. You know up front approximately what the fare will be and how long of a wait it will be before your ride arrives  With UBER you know what you’re getting, with no surprises and no waiting in the rain.

DRIVE THE LESSON HOME TO YOUR BRAND

Focus on one specific need that your target market has. Put yourself in your market’s shoes (… desperate for a ride in the rain) to discover a solution. You’ll find ideas that will give your service, product or brand the fresh twist it needs to be truly valued and noticed.

Sometimes you need a good road map and clear directions to chart a route.  The road to developing a strong brand can have many detours and steep climbs.  Our 8-week online course at Brand School gives you the tools you need to keep your branding on the high road and use it to make your business hum. Receive more information about the next semester and free brand-building tools and tips when you join our mailing list.

Please also check us out on Twitter and Facebook for more insight and discussion on branding.

“Brand School had great examples of real companies. I was able to dig even deeper, think of things in a new way, and get new ideas for my brand.It was well worth the fee.”            ..      …….. .  ….  …..,,  ..   … – Brenda C., Brand School Student 

Location, Location, Location

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Here’s another entry in our blog series Brands That Twist. Read about other brands we feel are innovating in fresh ways here. 

One of our recent Facebook posts featured the Gladstone Hotel in Toronto, Canada. Our attention was drawn to this independent hotel because of how they set themselves apart by embracing the uniqueness of their location. Their brand is dedicated to offering an immersive and authentic Toronto experience to guests. The Gladstone is a one-of-a-kind hotel with one-of-a-kind rooms, each designed by a different local artist. Every room is detailed on their website with a statement by the local artist.

CELEBRATING LOCAL WITH A TWIST

Then we discovered Provenance Hotels, a chain with five prominent hotels in the U.S. They create a savvy, branded experience that highlights the culture of the city in which each hotel is located. This allows guests to form personal connections with the local community, the featured art and the hotel staff. The picture above is from their Hotel Max, Seattle, WA. Each room’s door is a full black and white photograph of artists and musicians that have a history connecting them to Seattle. Even the “X” created by lighting projected on the wall speaks to the local culture.

Though these two brands are in the same business; by offering their own twist on celebrating their location, they each provide travelers a rare and enriching experience, which cannot be duplicated.

HERE ARE THE LESSONS YOUR BRAND CAN APPLY

Often small brands feel they have to act big to be taken seriously. But small can be an advantage. Don’t be afraid to be local. Celebrating where you come from can make you stand out and be noticed – and help people identify with what you are offering. Locals appreciate the recognition and visitors appreciate getting an authentic taste of a new place. Establishing a connection with the local community also adds to the credibility of your brand.

Brand School, our 8-week online course, will give you the tools you need to develop your branding and use it to connect your market with your brand’s unique sense of place. Receive more information about the next semester and free brand-building tools and tips when you join our mailing list.

Please also check us out on Twitter and Facebook for more insight and discussion on branding.

“Motivational! I’ve given recommendations to several clients about Brand School.”                  ………          – Liz O., Brand School Student