Twist Your Brand For New Ideas

BrandTwist: Turn on your inner lightbulb

Let’s not kid ourselves. Branding is tough.

There are so many competing brands and messages, it’s can be hard to capture a consumer’s attention (and his/her buying power). But there are some brands that consistently breakthrough and get recognized. We often fast-forward, mute or pause advertisements, for instance,, but we’ll slow down the DVR to watch especially good ones from Volkswagen, Target or Doritos.

But its not just ads. Products and services capture our attention, too. How many of you have friends that are so completely brand-loyal they’ll tell anyone who’ll listen about the virtues of their favorite brand (I’m thinking of Lululemon in particular)? I know I do. So what are these brands doing that’s helping them cut through the noise and turn consumers into brand ambassadors? More importantly, what can your brand take away from these brands?

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It’s crucial to constantly learn from well-loved brands.

Even the most skilled branders, marketers and entrepreneurs can benefit from brainstorming with others and mentally challenging themselves. But it’s really important to take these lessons from brands that are outside of your business category.What does this kind of lateral thinking have to do with great branding? In a word, everything. As entrepreneurs, business owners and marketers, we’re so concerned with what the competition is doing, we forget to look toward brands that are winning. Consumers don’t have this narrow view. They notice when a brand provides great service, and they come to expect it as standard. That’s good for you if you deliver excellence. If not, well…

BrandTwist’s foundation is built on lateral thinking, in part because it’s so effective, and in part because it helps others to be just as successful. Even if you’re a business of one, you can use best practices of brands like Apple to improve your own customer experience. The trick is to pick an inspirational brand that is as far away from your business category as possible. Let’s say you sell lingerie to women; you should twist your brand with a masculine, high-tech brand like BMW. What would BMW do to rev up your business? Think big picture. I guarantee that if you twist your business with just a few brands in other categories, you’ll come up with hundreds of actionable new ideas in a short amount of time.

COME TWIST WITH ME – AND TEST DRIVE SUCCESS

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

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Add a Fresh Twist

This post is part of our series, “Thirteen Tips For Stronger Branding.” See the rest of the series HERE.

 TIP #12: INNOVATE NEW BRAND IDEAS BY ADDING A FRESH TWIST

Fresh ideas come from looking at old problems from new perspectives. If you are only looking at and thinking about what your competition is doing, chances are you will stay in the same rut and not come up with anything new or exciting. You need to look at old challenges from new angles.

A few years back I was at an airport and saw a 747 with McDonald’s golden arches on the tail fin. I started to imagine what this McDonald’s airline would be like. I imagined it would be a good value, family friendly and most importantly it would have flexible options in terms of how I bought my ticket and any upgrades – allowing me to supersize my experience to a seat with more leg room or special menu options. As it turns out, this airline was just a figment of my imagination. It was the reflection of the neon sign in the food court on the window, and there happened to be a plane parked behind the window on the tarmac. So while it was just imaginary, it led to the very real practice of TWISTING brands in different categories to come up with new ideas. (That’s actually why I named my company BrandTwist.)

Consumers don’t live in a one-category world. For example, they make note of great customer service experiences across airlines, retail stores, dry cleaners, fast food, fine dining, taxi cabs, doctor’s offices, personal trainers…you name it. So as marketers we should constantly be looking at the larger brandscape for inspiration. A great way to leverage lateral thinking for your own brand is to imagine what a beloved brand (in a different category) would do if it took over your business. How would this brand use its brand DNA to innovate in your market?  Twist an inspirational brand (ex. Virgin, Zappos, Starbucks, Apple) with yours and see the impact it can have in creating fresh ideas for your business today.

Check out tip #13 in the series, Commit to Continual Learning.

BRAND SCHOOL CAN HELP YOU ADD THE TWIST YOU NEED

…After all, that’s what it’s designed to do.

Julie Cottineau, the former VP of Brand for Richard Branson’s Virgin, and entrepreneur and a branding expert responsible for countless small business and personal branding makeovers, has created Brand School, the highly effective, premier program to help you grow your business and perfect your brand at the same time.

Receive more information about the next semester and free brand-building tools and tips when you join the BrandTwist mailing list.

“Brand School was engaging and helpful to me in learning more about myself and my business. Results came amazingly quick. Now, my brand name speaks my message immediately and I’ve expanded my reach.” – Lynn Stull, Owner Arts2Thrive 

QuickTwist

Who are your Oscar Faves?

This Sunday is the 82nd annual Academy Awards. In case you need a refresher on who is nominated, click here.

This year’s nominees are an interesting mix of big budget blockbusters  (Avatar) and smaller, more quirky pieces (An Education).

I think it will be hard to ignore the commercial success (and technical prowess) of Avatar- which I think will walk away with Best Picture. But I also think this may also be a year of the underdog as the national rejection of all things “big business” could permeate the voting.

I think we may see smaller films like Precious rewarded for best supporting actress (Mo’Nique) and Crazy Heart taking home the precious statue for Best Actor (Jeff Bridges).

What are your Oscar predictions? Who do you think will go home with the gold?

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QuickTwist

What would you do as President?

It’s almost President’s Day. Time to reflect on the contribution of our many leaders. The position of President, I think, is a fascinating one. So much responsibility…so little pay.

Have you ever been President…of a company, Fraternity, PTA committee, Book Club,Senior Class? How effective a leader were you and what lessond did you learn?

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QuickTwist

How good are you at saying “No”?

In a recent post on What Would Make Women Happier, learning to say no more was ranked as number #9. Interestingly it didn’t make the top 10 for the men’s list.

Personally I struggle with this a lot. It’s just not in my nature to say no. I love to help people and give advice etc. But lately I feel a bit overwhelmed. And when I over commit and end up participating in things I just don’t have the time and energy for I feel worse because I can feel that resentment bubbling up and probably showing through. I am wondering how other BrandTwist readers (men and women) deal with this. Any advice on how decide when to say “no” and how to stick with it?

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