Have we met?

You’re at a party and you meet someone. Perhaps they’re a mutual acquaintance. You quickly find you have a lot in common, and a lot of similar friends. You become friends. How do you identify that friend? 140-160 pound guy with longer brown hair, blue eyes, clean shaven, big-earlobes, bushy eyebrows, small nose, narrow-shoulder, about 5’10″, likes comic books, Kevin Smith movies, and was in a band in college guy?

I highly doubt that’s how you catalog your friends. You most likely call him Ken.

Just like your new friend Ken, the things you own likely have a name. You drive a Mazda, own a Sony TV, own some music by Devo, etc. All these names are brands. And just like your friend Ken, you can identify the things you like by brand name.

A brand name is your first tool to market your product, and to build a relationship with consumers. They have to know what to call your product, and it’s the name that they’ll hopefully tell all their friends about. That name is what connects the traits your product has to an easy-to-remember moniker.

Now you need to meet people. For a brand, there are a number of ways someone can meet your brand. You can walk door-to-door and let everyone in your area know who your brand is. You can reach out to the media, and hope they talk about you to a lot of people. You can also use advertising to “meet” the public. Too many small businesses think that they can just use some fancy internet tricks and suddenly they don’t need advertising or publicity. If you’re trying to avoid all marketing costs, get some comfortable shoes on and hope people will be in a good mood when you start knocking on their doors.

Making friends is a lot like building a brand. But remember, you’re asking people to give you money, which is a much greater commitment then having an acquaintance you have to say hello to in public. You need to build your brand, tell people about it, and maintain a great relationship with your customers. The first step is meeting new people, so get on it. The public needs to hear your brand name.

The Building Blocks of Social Media Campaigns

When it comes to social media campaigns and usage it’s easy to get caught up in the desire for the big splash. To create the next Old Spice Guy and launch you and your company into internet stardom and become noted in the annals of internet marketing history. There’s noting wrong with that, so long as…

Urban Outfitters vs the creative community

Last week an Etsy artists made an accusation. She claimed Urban Outfitters had ripped off her designs. This apparently is nothing new, as many artists and indie product designers have made the same claims. But this blog post got traction, and within the week, Urban Outfitters pulled their product line despite claiming the allegations of…

Skype: The brand that Microsoft bought

When there’s no conceivable logic to a purchase, it comes down to brand. Last week, the rumor mill was talking about Google and Facebook in discussions to purchase or team up with Skype. Less than a week later, Microsoft swooshed in and bought the prized possession, squashing all rumors and speculation. Skype is well known…

The Hedgehogging Social Media Bus

In the book Good to Great, Jim Collins has 2 prevailing theories. Hedgehog Theory and Bus Theory. Two ways of describing how a business can go from good to great (honestly the book could have been 1/4 the length and have been just as effective). Hedgehog - Basically this comes down to  figuring out what your company can…

The social reflection theory

I have a theory I call the social reflection theory, and it’s one that won’t be proven in a standard scientific lab. It will be proved or disproved on the digital streets of Twitter, Facebook, YouTube, LinkedIn, Forums, Wiki’s and the vast landscape we call social media. This is something, that I feel will happen and there’s…

Can this really be true?

We all know who the low-price leader is in retail. We also know of a chain of Italian restaurants whose chefs are trained in a culinary school in Tuscany. Also, it seems that every fast-food restaurant is using high-quality Angus beef in their burgers. So what do these things have in common? They all have…

Humor can build a community, but can it build a tribe?

Yesterday I re-read Seth Godin’s book Tribes (We Need You to Lead Us) for my business book club I’m part of. On the way home I wrote this post using my netbook tethered to my phone. Technology is such an amazingly glorious thing is it not? While reading Tribes I couldn’t help but take what has taken…

Does your brand need a light?

Australia is taking the most aggressive steps of all nations in the regulations of tobacco advertising. Beginning January 2012, logos will be banned. New laws will be implemented that will prohibit the tobacco brands to use their distinctive colors, typefaces, and designs on packaging, and the only identifier will be the brand name and variety…

Beyond the Paper Clip

As PR professionals, we send out countless press releases, media advisories, pictures, etc. along with the vocabulary “Please see attached.” Some of you may have experienced the feedback, “I can’t seem to open your attachment,” or the “your attachment didn’t come through.” On my way to In-N-Out Burger yesterday, I gave Salt Lake Tribune Business…

Switch to our mobile site