Note to Reader – Drew McLellan’s blog, Drew’s Marketing Minute, is one of the first I discovered, and I still think it’s one of the best. I’m thrilled to have Drew writing a guest post on Word Sell. Enjoy!
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When someone pulls up to the Longaberger Co headquarters in Newark, Ohio there is no doubt what the company sells. The building is a giant picnic basket. Literally. Talk about branding.
Now, I’m not suggesting that you re-design the front of your building into the shape of a giant adding machine or 2-way radio. But no matter what you sell or what you do, everyone can take a lesson from Longaberger. Your company’s home should reinforce your brand. It should add to what your consumers already know about you and it should feel like you.
Haven’t you ever walked into someone’s house and it just fits them – the colors, the tone, the décor. It all adds to what you already know about them and you are instantly comfortable because the space feels in alignment with the person.
This seems to be an element of branding that many people dismiss or don’t understand. Simple changes can go a long way to communicating who and what you’re all about. Is your logo in your lobby? Your current logo?
How about your corporate colors? Does your waiting area or conference room reflect your company’s personality? It is formal? Playful? High tech?
This is true of retail shops too. Next time you’re at the mall, pay attention to which stores have branded their storefronts and which ones look generic. Notice how you are drawn to the stores that have branded themselves.
This week – cleanse your mind. Forget that you work there. And take the time to walk through your company’s office or store. Put yourself in a new customer’s shoes. If they walked through the doors, would they recognize you there?
(Photo – newark ohio longaberger headquarters front, on Wikimedia)
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Drew, this is a great point and applies to every aspect of your company. Small business and work at home businesses must also consider this essential element of brand consistency. Your blog, marketing collateral, even your language should align with your brand.
Karen Swims last blog post..Guest Post Today at Word Sell
Hi Drew, it’s good to see you here and thanks for a thought provoking post. I’m thinking along Karen’s lines too – how we can take the message further into the way our blogs look and feel (as an online hq) and how our language reflects our brand (over and over, time and again)
Joanna
Joanna Youngs last blog post..Writing Advice From The Blogosphere: Labor Day Blog-Lib
Blog design does seem to be a developing art form. Is that because bloggers tend to be word-oriented rather than visual-oriented?
Brad Shorrs last blog post..Do They Recognize You? – Guest Post by Drew McLellan
You all make a very good point. We need to look at every aspect of our business and make sure it is absolutely consistent with our brand. Just like the basket — they should be able to look and say, “of course that’s Joanna” or “only Karen would have….”
I think most bloggers rely on templates and themes to build their blog. I get the cost issue. But, if you really want to build your brand and be instantly recognizable — what’s the true cost of saving some money with the template?
Of course, it all starts with having a very deep understanding of what your brand is — what makes you different than all the other bloggers (or businesses) out there?
Then…you decide how to graphically tell that story in a way that you can consistently use across all platforms, media and for a long time.
No small task. Which is why when it is done well, it’s noticeable!
Drew
Drew McLellans last blog post..Are you leaving money on the table?
What a fabulous building, I love it!
And great advice Drew. I always think about food establishments in this regard… cleanliness in their restrooms often tells you something about the degree of cleanliness in their kitchen.
That stepping outside ourselves to see with the eyes of our customer is a very difficult thing though, and for me I find the most useful opinion from others versus my own mental gymnastics about it. I am getting braver about asking people, “Would you share with me how you heard about me,” or Managing with Aloha, or my blogs, and I have begun to do so on Twitter too with new followers, curious about which of my tweets were the compelling ones.
Hi Drew (Hi Brad)
Last year I saw a tv-program that showed a redeveloped barn (dilapidated worn-out barn turned into a restaurant anex green – organic nursery. The ‘home-grown’ veggies were served in the restaurant).
I instantly fell in love (see the link to the picture of the almost finished result of that barn)
http://woodyoulike.typepad.com/pictures/banlc_suffolk_1_300.jpg
and started dreaming of a future showroom for u sin the same style, now that would get the message of ‘Wood You Like Natural Wooden Flooring’ across I think
Karin H (Keep It Simple Sweetheart, specially in business)
Karin H.s last blog post..Village Marketing
Wow Drew – what an awesome building. They certainly take branding to another level.
Rosa,
You’re so right. It takes incredible courage to truly look in the mirror to see what others see. But I think there’s also incredible power in just asking.
It speaks of a deep desire to truly be extraordinary. Which is all too rare.
The real trick is…what do you do with what you hear? Are you (not you, the universal you) willing to hear and change? That’s when magic can happen.
Drew
Drew McLellans last blog post..Do they recognize you?
Karin,
I can totally see it…and you’re right, that would create such buzz. Can you imagine anyone going to your place of business and NOT telling everyone about it?
That’s the power of remarkable branding. And while we can’t all have a picnic basket, surely we can do something memorable.
Drew
Drew McLellans last blog post..Do they recognize you?
Cath,
Indeed they did!
Drew
Drew McLellans last blog post..Do they recognize you?
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