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Advertising
The PROPER Way to Advertise a Sale
There are times when it’s necessary to have a sale. Let’s look at the P.R.O.P.E.R. way to advertise a sale.
The balance between branding and sales activation has been well researched and documented by Les Binet and Peter Field. The decades-old war of whether long-term brand building is better than immediate sales was more or less ended with a truce: You need both. Brand building requires deliberate, diligent, dedication. The foundation of everything we do at Wizard of Ads® is brand-building because brand-building is quite literally the foundation of any marketing plan. But there are times when it’s appropriate (even necessary) to have a sale. And because these kinds of things always have some kind of mnemonic acronym, let’s look at the P. R. O. P. E. R way to advertise a sale. You should have a specific Price. Sales should have a **REASON.**Make a clear Offer on a Particular product. Give the sale an Expiration date. And you should make this a RARE event.
PRICE (be specific!)It’s as simple as the price was that, now it is this.
A specific price, or what I call an “anchor price,” is important. It gives the customer an anchor of understanding why this is a good deal. Saying “save 25% off double-hung windows” is meaningless unless I know how much a double-hung window costs. “But I don’t want to tell them the price…I want them to calllll me” Don’t give your customer homework. The reason you’re having a sale is to speed up the sale. Remove the roadblocks. “Be clear and specific: Windows are regularly $300, now just $225.”
Have a REASON
President’s Day or Labor Day isn’t a particularly good reason to buy a mattress. Granted, your competitors will likely be doing it…so one could argue that you need to be in that fight. But it IS a fight, and it’s not going to be pretty. Far better to have your OWN reason to put on a sale at a time you control. Spend time studying what others are doing and do SOMETHING ELSE. It should be something that’s meaningful to your customer. Just because it’s the “end of the month” and you’re trying to clear inventory isn’t your customer’s problem. Grand openings, a change of season, or your 10th anniversary could be legitimate reasons for a sale. But it should be your own thing, for your own customers, based on your own product.
A clear OFFER on a PARTICULAR product
Customers are in the market for a thing…not everything. “Save 25% storewide” is meaningless. You may as well say nothing at all. “All Goodyear Tires are $199” tells me exactly what’s on sale. If I’m shopping for tires, you have my attention. Again, no roadblocks. Don’t gunk this up with small print or exclusions.
EXPIRATION
The reason you’re having a sale is to speed up the sale. You’re going to have to put some urgency in there. One way is to give it an expiration date. Very soon. Your sale is not “all month long.” Your sale is this Wednesday only. You are talking to shoppers who are shopping now, and you’re trying to cut them off before they go someplace else. Another expiration tool is to “expire” the number of products you have. “We only have 14 Goodyear tires for $199, and when they’re gone, this sale is over.”
RARE
Like any special event…it’s only special if it’s infrequent. Major chains like Kohl’s or Best Buy have a sale every week, but that requires a business model based on high efficiency, high volume, and narrow margins. That’s something very difficult for local, owner/operated businesses to sustain. Twice a year…maybe once a quarter… is about as much as you can (and should) do. Fireworks are only fun a couple times a year. After that, it’s just noisy and obnoxious.
Know What You’re Getting Into
Having a sale comes with plenty of risks: You are communicating that price is the most important thing, thus relegating your product to a mere commodity. You’re telegraphing to the customer that it doesn’t really matter where they shop or what brand they choose…just get the lowest price. You become the gas station that’s always a penny cheaper. It’s a very expensive way to advertise. You have to spend an ocean of money to pull off a really good sales promotion just to rise above the noise of all the other sales promotions going on. It’s a profit hog. Having a sale means lowering prices, and that eats your profits.
Marketing professor Mark Ritson reminds us that, yes, sales promotions “shift a lot of stock and also help provide short-term differentiation for your brand over the competition. But that short-term sales bump comes with a much greater hangover as even the smallest cut in price causes financial disaster to bottom-line profitability.” You’ve sucked demand out of the marketplace, and you’re low on funds…so the only thing left to do is “…you guessed it…another sales promotion.” You do need some sales promotion, that much is true. Just be cautious and don’t make a habit of it…because it’s a hard habit to break.
Marketing
The Thing is Never the Thing
Wizard of Ads™ believe the message makes the media work; the media does not make the message work. - Roy H. Williams
“We believe the message makes the media work; the media does not make the message work.” Roy H. Williams
The message makes the media work. The media does not make the message work. In other words…the thing, is never the thing. There are lots of “things” out there.
- Alphabet
- Meta
- Over the top
- Out of home
- Radio
- Direct mail
- TikTok
- Broadcast television
- Podcasts
- Blimps
- Graffiti
- Door hangers
- Bus stop shelters
- Sandwich boards
- Handbills
- Product placement
- Telemarketing
- Cinema
- Word of mouth
That’s a lot of things. I don’t think it’s even all the things. I’ve seen every one of those things work. I’ve also seen every one of those things end in a smoldering crater of failure. The thing is never the thing. It’s the thing in the thing that makes the difference. It’s the message and the strategy behind it that make the thing work. When somebody tells you “I used Facebook and it worked like gangbusters,” your next question needs to be: “What, exactly, did you say on Facebook?” The last decade has been overrun by “templates” for DIY ads you can plug and play. And Programmatic ad buying has automated the process of getting those ads in front of customers. In one way, it has democratized advertising because you get to bypass the finger-gun-hair-gel-puka shell-neckless-sales guy. You get to fly the plane all by yourself, without the pesky air traffic control slowing you down. The question isn’t whether you know how to fly a plane. The question is: Where are you going? What kind of fuel are you using? The thing is never the thing. The thing in the thing…is the thing.
iHeart Radio now lets you buy radio ads as easily as you can self-checkout at Walmart. Just fill out a quick form, pay some money, and blammo! You’re on the air. Brilliant money grab for iHeart. Horrible idea for advertisers. I would never criticize something I have no experience with…so I went ahead and bought an automated iHeart radio ad to advertise this article. I paid them $400 to write a commercial and run it. For one day. In Provo, Utah.
Why Provo? No reason. I just picked it. Nobody told me I couldn’t.
What do I want to have happen? Nobody asked.
What do I want people to remember? I have a website and you should go there.
Where will my ads run? iHeart tells me it will run sometime between 1am and 7am 97.1 ZHT and ROCK 106.7, sometime between 7am and 11 am on Talk Radio 105.9 KNRS, sometime in the afternoon on Rock 106.7 and again on Talk Radio 105.9 KNRS sometime between 5 and 8 pm.
Why? Cuz that’s what the robot picked. The non-sentient machine tells me I’ll get between 17,800 and 24,000 impressions (“impressions” being one listener hearing my ad once). Whether I succeed or fail is none of their business. Or concern. I was stupid enough to buy the ads. They were smart enough to cash the check. Data shows that over the past decade, dumb business owners like me have been buying these short-term “things” in growing numbers. Data also shows that over that same period, advertising has been working less and less well.
My experiment will likely fail because no thought was put into what I’m saying in the ad. Nobody at iHeart thought to ask me what kind of customer I’m hoping to get or what it takes to be my customer. Hell, they never even asked why an ad writer sitting in Springfield, Illinois wants a commercial running in Provo, Utah. The “thing” you’re advertising on is never the thing. The thing in the thing…is always the thing. It’s easy to buy advertising. Frankly, it’s easy to make advertising…there’s a template out there for that. But…
- Does your ad tell your unique story?
- Does it reflect the fire you had in your belly when you went into business?
- Is it furthering what your brand stands for…or just randomly grabbing buyers with money in their hands?
- Does it line up with your goals?
- Do you have a goal?
But enough from me. You need to go think about what you’re going to put in your ad…and then make something great. Because as Amy Poehler said, “…the talking about the thing isn’t the thing. Doing the thing is the thing.”
Branding
Brand Recognition Is Much More than Name Recognition
We've all heard the typical phrase "get your name out there" when it comes to enhancing your business' brand awareness. But what's in a name? Nothing, really; unless you have an image, a feeling, or a message attached to it. Your brand's name is what customers will use to identify your company, but brand recognition is so much more than that. It's what people think of when they hear or see your brand's name. Creating brand recognition requires strategic marketing and consistent, creative messaging that resonates with your audience. If you want to create impactful brand recognition for your business, stay tuned. In this article, we'll go over some key principles that will make you a master at building powerful brand recognition for your business.
What Does Brand Recognition Refer to?
Brand recognition is the most important aspect of branding. It's what allows customers to truly connect with a brand and understand what it represents. Brand recognition goes far beyond the slogan, logo, and color scheme. It's the intricate mental image that is associated with the brand name. This includes not only sight, but sound, smell, taste, touch, opinion, and emotion as well. For example, when you see the golden arches of McDonald's, you might think of happy childhood memories or the taste of a juicy Big Mac. Or when you see the Nike swoosh, you might think of feeling strong and accomplished. These brand recognition examples show how customers can connect with a brand on an emotional level, which is what creates brand loyalty. When your brand's essence is everything that it stands for in the hearts of your customers, that's when you know you've got brand recognition that will stand the test of time. At Wizard of Ads®, we believe that your brand's essence is what makes it recognizable, relatable, and ultimately, unforgettable. We've seen first-hand how important brand recognition is to a business's bottom line. If you're looking to create a brand presence that will last, we can help. Our team of branding experts can work with you to build a brand that truly resonates with your target audience. Book a call with us today to learn more!
Brand Recognition vs. Brand Awareness
When it comes to marketing, there is a lot of talk about brand recognition and brand awareness. But what exactly is the difference between these two concepts? Brand recognition is when consumers can identify a brand based on its features or characteristics. This could be something like a logo, slogan, or the way the brand's products are packaged. And, to go even deeper than that, the way the brand makes consumers feel as well as its values and how it resonates with them. Brand awareness, on the other hand, is when consumers are familiar with a brand but may not be able to identify it based on its features. This is more of a top-of-mind awareness, where the brand is one of the first that comes to mind when thinking about a certain product or service. For example, when you think of motorcycles, Harley-Davidson is likely one of the first brands that come to mind. This is because they have such strong brand awareness. Now, if you saw a motorcycle with the same shape and design as a Harley-Davidson, you would still be able to identify it as a Harley, even if there was no logo or name on it. You might also be able to identify a Harley based on the feeling of freedom and rebelliousness that it gives off or the sound of its engine. This is brand recognition. So which is more important for businesses? Ideally, you want to have both brand awareness and brand recognition as strong as possible, but brand recognition is often seen as more important because it leads to brand loyalty. When customers have brand loyalty, they are much less likely to switch to a competitor, even if the competitor’s product is cheaper or better.
What is Most Important for Brand Recognition?
The most important aspect of brand recognition is the core value that it represents. A brand should be more than just a name or logo — it should be a representation of what the company stands for. Customers should be able to identify the brand's core values and feel confident that they align with their own personal values. When customers feel confident in a brand's overarching message, they are much more likely to become returning customers and brand evangelists. This is because they know that they can trust the brand to deliver on its promises, and they feel good about supporting a company that shares their values. Furthermore, brand knowledge creates a sense of loyalty among customers, which can lead to long-term relationships and higher levels of customer satisfaction. Many other factors contribute to brand recognition, but some of the most important ones include strong brand identity, consistent exposure and positive brand associations.
- A strong brand identity: This includes elements like a recognizable logo, consistent branding across all touchpoints (including online and offline) and a clear brand message.
- Consistent exposure: If people don't see your brand regularly, they're less likely to remember it. Having consistent brand exposure through advertising, PR and other marketing efforts are crucial to drive awareness and brand recognition.
- Positive brand associations: If people associate your brand with positive experiences and attributes, they're more likely to remember it.
Above all else, your brand should resonate in the heart of your customers by delivering an experience that is unique, memorable and brings about positive emotions.
What does your Brand Stand for in the Heart of your Customer?
What does your Brand Stand for in the Heart of your Customer? Your brand is what your customers think of when they see or hear your company name. It's the promise you make to them about the quality of your products or services. And it's the emotional connection they feel when they interact with your company. When you're clear about what your brand stands for, it's easier to connect with customers and create a lasting relationship. After all, people buy from companies they know, like and trust. Here are a few questions to help you get started:
- What are your core values?
- What do you want to be known for?
- How do you want customers to feel when they interact with your company?
- What makes you different from your competitors?
Answering these questions will give you a good foundation for understanding what your brand stands for. From there, you can start to build a strategy for connecting with customers and creating meaningful relationships.
To What Values is Your Brand Linked?
Your brand is linked to a set of values that guide everything you do. These values shape how you interact with customers, what kind of products or services you offer and how you want to be perceived in the marketplace. Some common values that brands are linked to include: quality, innovation, customer service, integrity, social responsibility and community involvement. When customers know what your brand stands for, they are more likely to connect with you on a deeper level and become loyal advocates. So it's important to make sure your values are clear and easily communicated to everyone who comes into contact with your business. Here are a few things to keep in mind as you work on articulating your brand's values:
- Keep it simple. You don't need to list out a laundry of values that your brand represents. In fact, too many values can actually be confusing and make it difficult for customers to understand what you stand for. Stick to one to three core values that you feel best represent your brand.
- Be authentic. Your values should be an accurate reflection of what your brand is all about. Don't try to be something you're not just to appeal to a certain customer base or market segment. This will only backfire in the long run and damage your reputation.
- Be consistent. Once you've settled on a few key values, make sure everyone in your organization is aligned with them and knows how to put them into practice. Consistency is key when it comes to values-based branding.
- Be flexible. While it's important to be consistent, you also need to be flexible enough to adapt your values as your brand evolves over time. As your business grows and changes, so too should your values.
- Be patient. Building a strong values-based brand takes time and commitment. It won't happen overnight, so be patient and stay the course.
A Brand That’s Built for Greatness
Brand recognition is the lifeblood of what makes a brand powerful in its influence. Name recognition is important, but without the image and feeling that comes with it, your brand will struggle to stand out. That’s where we come in — at Wizard of Ads®, we help businesses build disruptive brands that become not only a household name, but a household philosophy. So if you want to increase brand awareness and create or update your brand image, story and presence, book a call with us today. We can’t wait to get started!
Branding
Business Branding or Customer Bonding?
Branding, a means to identify cattle or a way to keep your business in the minds of your audience and customers? Well, both if you want to get semantic but they are easily seen as not at all the same. –Or are they? Branding cattle is a way to help farmers identify who’s who in the vast pastures. Business branding isn’t an entirely different concept, as it’s a means for customers to identify and recognize your business. The vast pastures are the market and commercial world in this comparison. This is starting to sound quite impersonal, don’t you think? We’re not a bunch of cattle grazing in the fields. We’re complex and independent people searching for certain products or services that fit our needs and wants. We buy what we buy to tell those around us who we are–and to remind ourselves of that as well. We need a brand presence that embodies this uniqueness, individuality and complexity. The world is changing right before our very eyes. Why aren't we evolving business branding to keep up with the change? The answer is, we should be. Evolving brand awareness campaigns and efforts into a more personal experience for the customer is the direction business branding is taking. Focusing on customer bonding, rather than business branding will get you there. Keep reading for more stuff to know to help your business and brand grow.
Old Branding vs Today’s Branding
I’m sure we’ve all heard “they don’t make it like they used to back in the day.” This is a relatable and common statement made by those who’ve lived through so much change and evolution within the business and marketing world. To have a successful business in the past was to have quality products. A good cup of coffee or crisp beer would sell easily. The people who enjoyed these products would share their experiences and opinions of them with their community, raising product awareness. But believe it or not, quality products are available in every competitive market out there. High quality is an inevitable and standard necessity in your business and has been since mid 20th century. So what’s different about today’s business branding from the old ways? Well once again, the shift from focusing on simple products to actual brands. The need to set our brand apart from the competition is a must for driving more product awareness. Especially when products across most markets are almost indistinguishable from those of their competitors. In the 1950s, there were companies that didn’t get the memo to develop any form of structured brand management. Companies like General Foods, Procter and Gamble, and Colgate mastered developing and managing their consumer packaged products as brands. Their brand awareness campaigns at this point evolved into something similar to what we do today when creating strong brands. It requires truly understanding your target audience and ideal customer avatar. Branded propositions are brand knowledge that represents offering not only functional value to a brand but emotional value as well. The emotional aspect of business branding is what set the new precedent for a strong brand. Since the functional side of products are likely to be rather similar across competing companies, it’s what sets everyone apart! Once again in the 1950s and 60s, there were companies that set the bar for raising brands to aspire to. Brands like Kraft, Lipton, and Tide were amongst the brands that changed the way companies market their products forever. The start of centering business success around having the best understanding of our target customers and brand awareness. Other companies followed in the footsteps of their successors and so began a new era of business branding and marketing. The only problem is, since the 90s, we’ve been in the eve of a new era in business branding and marketing. One that requires even more incentives in our brand presence to set us on top. We see it every day, being overloaded with bonuses and loyalty programs, but what’s going to change? What in our brand awareness campaigns will keep up–if not surpass–those of our competitors? The answer is simple, and the reason we’re here right now: customer bonding and relationships. Yes the answer might be simple semantically, but it doesn’t mean it’s simple to achieve this in your business branding. Not only does it take deliberate focus on your product awareness and marketing efforts. Building a strong brand requires us to take a deeper dive into how we handle our customer relationships. For help building your business mission and products into a strong brand, embracing customer relationships, contact Wizards of Ads® today.
Basics of Customer Bonding?
When it comes to successful and strong business branding, customer bonding is key. Simply put, this means creating a strong connection between your customers and your brand. There are a few ways to go about doing this:
- Make sure your branding is consistent across all channels. This includes everything from your website to your social media accounts to the way you answer the phone.
- Listen and BE responsive to customer feedback, both positive and negative. Showing that you care about what your customers think goes a long way in building loyalty.
- Get involved in your community. Sponsoring local events or causes is a great way to show that you're more than just a business – you're part of the fabric of the community.
Why is Customer Bonding Important?
Customer bonding is important for several reasons and what better way to break it down than a step-wise explanation. First, it helps to build brand equity. When customers feel a strong connection to a company or product, they are more likely to become loyal brand advocates. This can help to drive sales and increase market share. Second, customer bonding can help to create repeat business. If customers have a positive experience with a company, they are more likely to do business with them again in the future. This can lead to increased revenue and profitability over time. Third, customer bonding can help to reduce customer churn. If customers feel bonded to a company, they are less likely to switch to a competitor. This can save on marketing and advertising costs, as well as reduce lost revenue from customer defections.
Bonding and the Little-known Secret of Marketing
It's no secret that branding and customer bonding are important in marketing. But there's one little-known secret that can really help you stand out from the competition: **focus on millennials and their parents.**Yes, you read that correctly. Millennials may be the most talked-about generation these days, but their parents are actually the ones with the real spending power. And if you can tap into what both groups want, you'll be able to create a bond that will last for years to come. So what do millennials and their parents want? They want brands that they can trust, that are transparent, and that have a strong social conscience. They also want brands that are innovative and offer unique products and experiences. But do you know the most important ‘want’ from these seemingly opposite target groups? Customer bonding. Forging and maintaining relationships with our customers is the secret to powerful marketing and business branding.
Why Bonding Creates Community?
I mentioned before that customer bonding creates a community between people with shared interests and desires. Many businesses focus on branding as a way to create customer loyalty. But what they may not realize is that bonding with customers creates a community that can be even more loyal and supportive. When customers feel like they are part of a community, they are more likely to remain loyal and supportive, even during tough times. Businesses that focus on customer bonding create an environment where customers feel appreciated and valued. This, in turn, leads to increased loyalty and support. In today's competitive marketplace, it is more important than ever to create a community of loyal and supportive customers. By focusing on customer bonding, businesses can tap into this powerful source of marketing and brand awareness.
What is a Brand Personality?
A brand personality is the set of human characteristics associated with a brand. A strong brand personality can help a brand stand out from its competitors and build an emotional connection with consumers. Some of the most iconic brands in the world have very strong personalities. For example, Harley-Davidson is often seen as rugged and rebellious, while Coca-Cola is seen as fun and festive. Developing a strong brand personality can be a great way to connect with consumers on an emotional level and create a lasting impression.
Brand Personality and the Bonding Process
It has been said that brand personality is the human characteristic associated with a brand. This can include things like tone of voice, values, and even physical appearance. It is what makes a brand relatable and likable to consumers. The bonding process is the emotional connection that consumers feel with a brand. This connection can be based on shared values, common experiences, or simply an appreciation for the brand's products or services. When it comes to businesses branding and brand loyalty, creating a strong brand personality is essential. Consumers must connect with your brand personally and emotionally, for them to want to continue doing business with you. This is why the personality you craft for your brand is essential to the bonding process. To wrap things up I’d like to ask what your favorite brands are? What are their brand personalities? What are your favorite attributes about this brand? Did your business branding bond with you as a customer? Now think about your business branding. Does your brand connect with your customers on a personal and emotional level? What is your brand’s personality? Does your business brand drive awareness to your company and product? If you want the best answers for this and to be sure your brand is strong, contact Wizards of Ads® today.
Branding
Brand Personality: Characteristics and Qualities of Top Brands
The personality of your brand tells the story of who you are and what you stand for. It tells the story of what your customers can expect to feel when they interact with you. It's the emotional connection that consumers make with your brand, based on their experiences and perceptions. For example, inspirational brands have personalities that are aspirational, positive and uplifting. They make consumers feel good about themselves and their potential. Strong brand personality traits are essential in differentiating your brand from others in the marketplace. They’re also crucial in creating a lasting impression in the minds of your target audience. A brand’s personality can be conveyed through its name, logo, slogan, colors, packaging, advertising, and overall communications. It is important for companies to ensure that all of these elements work together. Companies need to create a cohesive and consistent message about its brand personality.
What is the Definition of Brand Personality?
A brand's personality is the set of human characteristics associated with a brand name. A strong brand personality helps consumers feel like they know the brand, which can build trust and loyalty. Top brands often have very strong and well-defined personalities. These personalities are often reflected in the brand's marketing campaigns. They can help to create a strong emotional connection with consumers. Do you think you have what it takes to be a top brand personality? Great! Wizard of Ads™ wants to work with you. Schedule a chat with us today.
Why Is Brand Personality Important?
Brand personality is important because it can help a company to better connect with its target audience. A strong brand personality can make a company and its products more relatable and therefore more appealing to consumers. Additionally, a well-defined brand personality can help a company to differentiate itself from its competitors.
It Distinguishes Your Brand Against Competition
In any given market, there are usually a number of companies offering similar products or services. A company can make its brand stand out against competition by developing a strong and distinct brand personality. For example, let’s say you’re in the market for a new pair of jeans. You have many different options to choose from, including Levi’s, Wrangler, and Diesel. All three brands offer a similar product, but they each have their own unique personalities. Levi’s is often seen as classic and timeless. Wrangler is more rugged and down-to-earth. Diesel is edgy and trendy. So, even though all three brands are selling the same type of product, they each have their own distinct personalities that appeal to different types of consumers.
It Enhances “Brand Experience”
A strong brand character can also enhance the “brand experience” for consumers. This is the overall feeling that someone gets when they interact with a brand. For example, let’s say you walk into a Nike store. The music, staff, product displays and overall atmosphere create a certain feeling. The same goes for Apple stores. When you enter one, you expect to see sleek products, helpful staff and cutting-edge technology. These brands have carefully cultivated their images and personalities to create a certain type of experience for their customers. And this experience can be extremely powerful. In fact, many consumers are willing to pay more for a product or service — especially if it comes from a brand with a personality that they can identify with.
It Promotes Brand Loyalty
As we mentioned, brand personality is one of the three key aspects that make up a brand’s identity. It’s important because it humanizes your brand and makes it relatable to your target audience. When you have strong brand traits, people are more likely to connect with your brand on an emotional level. And when people have an emotional connection to your brand, they’re more likely to become loyal customers and advocates. Think about some of the brands that you’re loyal to. Chances are, you don’t just like their products or services — you also like what the brand stands for. You identify with their values and their mission. A strong brand personality can make people feel like they belong to a community or a movement. And that is why it’s so important for building brand loyalty.
Knowing the Five Dimensions of Brand Personality- (with Examples from Top Brands)
In 1997, Jennifer Aaker coined the term "brand personality,” adding five human character traits to brands. Aaker proposes that a brand can express its personality using five core dimensions: Sincerity, Excitement, Sophistication, Ruggedness, and Competence. When creating or developing your brand, consider which of these five dimensions you would like it to reflect. Understanding these five dimensions can help you create a strong, relatable brand. One that your target consumers can connect with on an emotional level. Think about what kind of personality you want your brand to have. Decide what kinds of associations you want your target consumers to make with your brand. By carefully crafting your brand's personality, you can create a strong emotional connection with your target consumers. And, in turn, that will encourage them to remain loyal to your brand.
Sincerity
The sincerity dimension of brand personality includes characteristics such as honest, trustworthy, down-to-earth, genuine, and loyal. Customers feel that sincere brands are made for them and not just to make money. This dimension encompasses traits such as cheerfulness, straightforwardness and innocence. For example, Marks and Spencer's branding personality is seen as sincere because it is a brand that is reliable and trustworthy. It has been around for over 100 years and is known for its quality products. Dove is a sincere brand because it is known for being gentle and mild on the skin. It’s also affordable. And, it has a history of being physically close to its consumers. Being sold in drugstores instead of high-end department stores makes it a more relatable and genuine brand. The Body Shop is also seen as a sincere brand because of its commitment to being environmentally and socially responsible. The brand only sells products that are not tested on animals. It also strives to use ingredients that are natural and ethically sourced.
Excitement
An exciting brand is one that is seen as adventurous, bold, daring, imaginative, spirited, thrilling, trendsetting, up-to-date and vivid. It also refers to the energy and vibrancy of the brand. Brands that score high on this dimension are typically seen as being fun and energetic. Customers who identify with this type of personality are looking for brands that add some excitement to their lives. They also want a brand to help them feel more youthful. This dimension also encompasses traits such as enthusiasm, vibrancy and risks. For example, Red Bull is an exciting brand because it is often associated with extreme sports and activities. The company also sponsors many events that are seen as being exciting, such as the Red Bull Air Race. AirBnB is an adventurous brand in and of itself due to the fact that it allows people to stay in strangers’ homes when they travel. The company also encourages customers to get out and explore new places, which aligns with the adventurous personality type. Another exciting brand includes Mountain Dew. The company has built its image around adventure, extreme sports and outdoor activities.
Sophistication
The sophistication dimension of brand personality includes characteristics such as charming, elegant, exclusive, upper-class, and fashionable. Customers who identify with this type of personality are looking for brands that they can aspire to or align with. Luxury brand characteristics are all about exclusivity and prestige. Customers who identify with this type of personality are looking for brands that offer the best of the best. They want quality craftsmanship and materials, and they’re willing to pay a premium for it. When you think of sophistication, does Versace come to mind? If not, this will explain why it should. Many people would not consider themselves to be wealthy or upper-class. However, they can still appreciate the finer things in life. And that's what Versace offers. The brand has been built on the idea of luxury and refinement, and it shows in everything from the brand's clothing to its jewelry to home decor. Even if you can't afford to buy a Versace dress, you can still enjoy looking at it in a store or online. Patek Philippe is another brand that brings about an air of sophistication. The Swiss watchmaker is known for its high-quality, handcrafted timepieces. Patek Philippe is the kind of brand that people save up to buy. And, it's not uncommon for its watches to be passed down from generation to generation. When you think of Patek Philippe, you think of quality, tradition, and elegance. These are all qualities that people aspire to have in their own lives. And that's what makes Patek Philippe such a successful brand. Prada is another brand that oozes luxury. The Italian fashion house is known for its stylish clothing, handbags and shoes. Prada is the kind of brand that people love to be seen wearing. It's the kind of brand that makes you feel good just by wearing its clothes or carrying its bags. Prada is all about style and sophistication. Its products are designed to make people look and feel their best. And that's what makes Prada such a successful brand.
Ruggedness
The rugged brand personality dimension includes brands that are adventurous, tough, outdoorsy, and masculine. This dimension encompasses traits such as roughness, strength and determination. Brand personality names to describe rugged brands include that it’s dependable and trustworthy. They are built to last, and they are designed for customers who appreciate quality craftsmanship. These brands typically have a strong visual identity that communicates their rugged personality. Customers who identify with this type of personality are looking for brands that reflect their active lifestyle. They are often used by athletes, outdoor enthusiasts and people who enjoy spending time in nature. Jeep is considered a rugged brand character because of its association with outdoor activities. It is built for rough terrain, and it has a history of being used by the military. It's also a popular choice for those who want a vehicle that can handle off-road conditions. Another example of a rugged brand personality is Land Rover. Like Jeep, Land Rover vehicles are built for tough conditions. They have a luxurious feel, but they're also capable of handling any terrain. A third example of a rugged brand personality is Harley-Davidson. This motorcycle brand is known for its rebellious image. It attracts customers who want to live on the edge and enjoy the thrill of the open road.
Competence
A competent brand is one that is seen as reliable, efficient, successful and intelligent. Customers feel that they can trust these brands to get the job done right. The brand demonstrates its ability to deliver on its promises consistently. Brands that score high on this dimension are typically seen as being genuine and authentic. Google is a competent brand personality due to its continuous improvement, efficiency, and user-friendly interface. Google goes beyond meeting customer expectations — it strives to exceed them. The brand is also seen as reliable and intelligent, always finding new ways to make things better. Another example of a competent brand includes Intel. Why? Because Intel is known for delivering quality products that meet customer needs. The brand has a reputation for being innovative and constantly improving its offerings. Apple's brand personality is also seen as competent. The company is known for making high-quality products that are easy to use. And, like Google, Apple goes above and beyond customer expectations. The brand is seen as reliable, efficient and intelligent. Brand personality is as vital to a brand as the physical appearance of the product or service and the way it is marketed. A great brand personality not only attracts customers. It also creates an emotional connection that keeps them coming back. There are a number of ways to create a strong brand personality. Some common methods include using humor, being relatable or even creating an aspirational persona that customers can strive to emulate. However, it’s important to note that no two brands are exactly alike. What works for one company may not work for another. The key is to find the right mix of characteristics and qualities that best represent your brand. And, one that resonates with your target audience. Are you ready to give your brand personality a go? Or perhaps, do you need to reshape how your brand’s character appears to your target audience? Then you’re on the right page. Wizard of Ads™ has the best branding capabilities for your business. We’re so confident in that, we only grow if you grow. In fact, if your business takes a pay cut, so do we. So, are you ready to meet your new brand personality? Then book an appointment with Wizard of Ads™ right now.
Entrepreneurship
What Real Estate Will Your Residential Home Service Business Occupy When The Market Crashes?
Raising costs of materials, fuel, capital equipment, employee wages, and therefore, prices. When the population begins to anticipate raising prices, they change their behavior.
Inflation is upon us. Raising costs of materials, fuel, capital equipment, employee wages, and therefore, prices. When the population begins to anticipate raising prices, they change their behavior. This is a well-researched and documented shift in the willingness of consumers to part with their money. The Wall Street Journal outlines it here. And we both know it’s not coming. It's here. That means rising interest rates, negative stock market returns, and a general discontent in the economy. While many smart business owners have capitalized on this meteoric lift in revenue, there are those who decided fancy cars, big houses, and bloated fleets and facilities were the solution to this unbridled growth. Ever the optimist, I believe that the residential home service industry is not as susceptible to reversals and recessions as many other discretionary purchases are. This is good news…and bad, if your business isn’t preparing for the downturn now.
REAL ESTATE LOCATION #1
The absolute most critical place that you want to shore up your location is in the heart and mind of the customer. If you don’t occupy the heart and mind of your prospective customers BEFORE they need your thing, you will not stand a chance of maintaining (let alone growing) your lead flow in a downturn. To be a landmark in the mind you need to do some very essential things, including:
- Say something interesting enough to get past Broca’s area of the mind.
- Show (not tell) the imagination of the prospect who you are as an entity.
- Inspire action in the decision center of the brain, which, by the way, has no ability to create words.
- Maintain a frequency that allows your memorable message to seep from the electrical short-term memory to the chemical long-term memory.
Roy H. Williams teaches us that when you capture the heart of the customer, the mind will surely follow. I imagine it as the excited partner in a relationship (the right brain), so enthralled with the thing and emotionally invested in it, that they cheerfully beg the more serious and practical partner (the left brain) to let them buy it. What is the left brain to do, but please their partner. How do you do this?
These are the principles of brand building. While your competition foolishly believes that branding stops at a logo and truck wrap, you know that the most essential aspect of your brand is your authentic story. A story that stands 600 ft above the competition. A story about the things you believe in and the things you stand against. About the injustices of your industry. About the mercy you hold for those in need. About the things you do that your competitors don’t immediately shout, “ME TOO!” The better your message, delivered at the correct frequency, the more lavish the real estate you take up in their mind. The lower the frequency, the more squatters will move in and start enjoying your lovely residence. The worse the message, the less impressive the property. Let’s all agree you’d rather hang out in a lavish mansion than in a pedestrian suburb. With great humility, I would propose that The Wizard of Ads® are legendary storytellers and Marketing Strategists who would love to build a palatial brand in your customers’ hearts and minds.
REAL ESTATE LOCATION #2
The second most critical place that you want to shore up your location is in the virtual world. No, not the metaverse (yet). Rather, you want to have a secure and robust digital presence. When a pipe bursts, the hot water disappears, a sewer backs up, or the air conditioner dies, only the most powerful brands immediately come to mind. This research reinforces the fact that dominant brands are far and few between.
More often, in the face of catastrophe, the second step after mitigation is a trip to The Googles where they frantically look for the first option that seems legit. With a solid branding strategy, your PPC is like General Custard, making one valiant last stand. This is, quite literally, the zero moment of truth. For the companies with no branding, the only strategy being employed is of the Hope variety. I hope I paid the most for the click. I hope my company came up above the fold. I hope I show up at all. I hope that the customer clicks on my equally boring ad over all of the other boring ads. I hope that I can answer the phone when they call. I hope that they are willing to pay my dispatch fee. I hope I can make payroll this week. For the companies that have branding, but are still facing an “Undecided Prospect”, your odds have increased exponentially. When they see and recognize your name, your brand has gravitational pull. When they recall your jingle, a brandable chunk, or flavorful truck wrap, the gravity intensifies. When they look at your 4.8-Star rating, their suspicions that they know, like, and trust you are confirmed. When they click onto your website and your mass media messaging and the website messaging match, they know they’ve found the right place. When your CSR answers the phone with echoes of the brand message, the prospect rests, assured they are in the right place.
David Packard (of Hewlett-Packard) famously said, “Marketing is too important to be left to the marketing department”. Mr. Packard is our Patronus. As your brand breaks the seal between name recognition to becoming a household name, your general appeal goes up in your trade area, bypassing PPC altogether. There really is no cheaper click than no click at all. These are the customers who convert on the first sit at a higher average sale and profit. Why? Because **you’ve earned their trust.**And with the rising costs of clicks, and a wary population worried about inflation, you’re well-advised to get your brand story, image, and presence in order while you have the healthy resources to invest into doing things right.
CONCLUSION
Why branding first? Simple. The more space you take up in the heart and mind of the client before they need your thing, the less likely they are to look elsewhere, like PPC. For those who are still undecided will make their way to The Googles, where you have the last opportunity to stand out in the Sea of Sameness. If you have a meaningful brand, you increase your likelihood of winning the click. If you don’t have a meaningful brand, you have to pay dearly for the opportunity and take your chances that the universe steers them into your gravity well. The vastness of options on Google are comparable to the vastness of the universe itself. Branding gives you the advantage.**Can I just do branding? Absolutely not!**Branding on its own does not convert the customer into a call or appointment. It’s like telling everyone that there’s a party at your place, but then not giving them a map (or address) to find you. You have to be accessible online because that is where people go to find you. If they know you, but still don’t have your brand top of mind, you need to be where they go to look. They might just recognize your lovely face and click through to say hi.
It doesn’t matter how great your beer is if it’s not on the store shelves when they get there.
The next few years could very possibly be telling for a number of residential home services business owners. Pretty much anyone can succeed in an explosive market. Only the wise entrepreneurs will thrive in a recession. Do you have a brilliantly defensible position? It’s time to build your brand’s War Chest. Call us if you don’t.
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Frequently asked questions
Questions? We’ve got answers.
Why Wizard of Ads®?
Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute and Wizard of Ads® Services is the game-changer your business needs:
Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.
Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.
Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand strategy.
Who Should Work with The Wizard of Ads®?
Wizard of Ads® offers services that start with understanding your marketing challenges.
We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.
Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.
What Do The Wizard of Ads® Actually Do?
Maximize Your Marketing Impact with Strategic Alignment.
Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.
Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.
What can I expect working with The Wizard of Ads®?
Transform Your Brand with Our Proven Process.
Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.
Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.
What Does A Brand-Foward Strategy Do?
The Power of Strategic Marketing Investments
Are you hungry for growth? We explain why a robust marketing budget is essential for exponential success. Many clients start with an 8-12% marketing budget, eventually reducing it to 3-5% as we optimize their marketing investments.
While it takes time to build momentum, you'll be celebrating significant milestones within two years. By the three to five-year mark, you'll see dramatic returns on investment, with substantial gains in net profit and revenue. Discover how strategic branding leads to compound growth and lasting value. Join us on this journey to transform your business.
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