There is no shortage of scientific research indicating the importance of familiarity and brand awareness in customer decision making. Advertisements appear everywhere we turn – from window decals to television and social media. Brand management is essential to differentiate yourself from the competition. Here are seven elements to successful brand management:

1. Construct a strong foundation.

Design and build your brand. A branding exercise can help you define essential elements of your brand. Explore who you are, what your vision is for your brand, and how it is relevant to your target audience.

2. Define your USP.

Once you understand how you fit into your target market, determine how your brand is different from the competition. This is your unique selling proposition (USP).

3. Build the cornerstone.

Use your USP and create a short message defining your brand position. The message should be subtle and easily recognizable to your audience. Use that message as the cornerstone of your marketing.

4. Manage your brand from the inside out.

• The best ambassadors for your brand are its team members. Collaborate and communicate with them. You need them to buy-in and be trained for any interaction to maintain brand consistency.
• Create standards and policies to use internally outlining how marketing materials are to be named, stored, and utilized. These include logos, slogans, previously used concepts, etc. Guidelines can help your brand maintain consistency and stay efficient in times of employee turnover.

5. Build a community. Develop relationships.

• Social media has become a principal source of customer service. Engage consistently and continuously with your audience to build a connection and a reputation for authenticity.
• Influencers can be a strong ally in growing your brand. As with any relationship, you have to make sure the influencer is a good match for your brand and then work to keep the relationship healthy and growing.

6. Protect your investment.

Your brand’s reputation is hard-earned. Once you’ve developed it, protect it.

• Set up Google Alerts so you may be instantly informed if there is news impacting your brand. Be vigilant on social media.
• Crises will happen. Take ownership. Be honest and transparent with the information you have and how you are working to mitigate any damages.

7. Update and polish regularly.

Track the results of any marketing campaign. If needed, polish existing fixtures and upgrade as needed.

We would love to help you design, build and manage all aspects of your brand!

If I were to google you right now, what would I find? What impressions would I form after viewing your professional history, your social media presence (or lack thereof), and your photos? Would I want to do business with you? Hire you? Befriend you?

Wakeup call, people … you’re being watched. It’s time to take control of your personal brand.

Say what?

Whether or not you identify it as such, you have a personal brand. Branding used to be reserved for businesses, but with the mushrooming social media landscape and the growing gig economy, the time has come to embrace personal branding.

A personal brand is how you present yourself to the world. It’s what you want people to know — who you are, what you think, what you stand for, and what makes you unique. Oftentimes, it’s the first impression someone will make of you.

So … yeah, it’s important. A strong personal brand establishes you as a thought leader in your industry, promotes your company (and your career), differentiates you from those who share your space, and allows you to build trust with those who seek you out.

Know thyself

Developing your personal brand starts with taking an objective look in the mirror. How would you describe yourself personally? Professionally? How would others describe you? Identify a handful of adjectives that feel like spirit words and make them your litmus test for everything you publish, post, share, comment on, and participate in. 

Find your niche. Solidify what sets you apart. And then run with it. It won’t happen overnight. It requires communicating your mission to your audience, in a genuine way, consistently and for the long-term.

Speaking practically

• Focus your branding. Share only what rings true. Posting just for the sake of posting is just noise.
• Deliver value to your audience. Make sure what you’re sharing is relevant to those you are talking to.
• Put the “social” in social media. Interact on the platforms where you live. Comment when you have something to say. Like when something rings true to you. Start a conversation.
• Share yourself with your audience. Give them a glimpse into your life and your soul. People want to know what makes you tick.
• Don’t live and die by your numbers. Having a gaggle of followers is fantastic, but are they your people? Are they engaging with you and furthering your brand?
• Lastly, and most importantly, make sure the on-line version of you matches the in-person version of you. Nobody likes a stepford wife. Don’t get caught up in what you think you should be – be authentic. 

If you’re not sure how to get there, give us a ring. We can help you hone your personal brand and show you how to rock it!

I am a third-generation, dyed-in-the-wool Minnesota Vikings fan. I grew up with Vikings games playing at BOTH of my grandparents houses. My mom’s parents have a Vikings poster hanging in their upstairs hallway, which I always found incredibly hip of them! Dad took me and my sister to watch games when the Vikings were playing in Texas. My first date with my husband was watching the Vikings.

I’M A FAN.

I have always expressed my loyalty for my beloved Vikings, so it’s no surprise that my husband and I attended Sunday’s divisional playoff game. And it was a game for the ages. The “Minneapolis Miracle” will go down in NFL lore. Despite seeing it in person, I have watched this video almost 50 times since Sunday, and it still makes my face explode in joy, pride and tears of pure happiness.

At this point, you might be wondering why a marketing agency blogger is waxing on about her beloved football team. I’ll tell you why. Branding. Look closely at the NFL. Every single team that plays in the NFL is a picture-perfect brand model.

Logo

The Minnesota Vikings logo is a depiction of, well, a Viking. It is unique, memorable, timeless, and versatile. And it clearly articulates their brand.  As does the logo for the other 31 other teams. Play the logo game with your kids! My guess is that they can identify almost all teams by their logo alone (if they watch NFL football of course!).

Color Palette

Purple and gold are Vikings colors. The combination is unique and identifiable, and people can and do get behind it by wearing, painting, singing and displaying it. Give it extra points because it is Pantone’s color of the year.

Brand

Each team is a subset of the bigger brand of the NFL, but form their own identity and personality. Every good brand should! Enter the Viking ship, the horn, the SKOL chant, Minnesota Nice, Purple Reign in honor of the late Prince, the desire and will to play their best, defend the north, and be warriors and at the same time the good guys.

People

The coaching staff and the players all represent something bigger than their individual selves. They reflect, protect and represent the Vikings brand, on and off the field. People (employees past and present and consumers) are often overlooked as contributors to a brand. Don’t overlook this important piece of the puzzle.

Brand Advocates

This is me, this is the fan base, the former players, coaches, and owners. They proudly talk, share, and wear their team; and they stand by them through the rollercoaster of emotions that only elite sports brings. At Sunday’s game, past players such as Robert Smith, Chris Carter, Fran Tarkenton and John Randle pumped up the crowd and encouraged the current team from the sidelines – firing up an already explosive and LOUD crowd. Coach Mike Zimmer asked the stadium to be its loudest ever, and the fans delivered. My hoarse voice is proof.

A Vision

#bringithome is the post-season rally cry. US Bank will host Super Bowl LII and the Vikings have set the vision for their team and fans that they will bring it home. Check out this Bring It Home Feed on the Vikings homepage.

Recognize that in a digital storytelling era, a brand has the power to create an experience with its customer. This customer wants to be part of the story, as opposed to being told the story. This year the Vikings have masterfully brought their team, their fans and anyone that watches football into their story.

Sunday, January 14 at 7:11 p.m. will be The Biggest Moment In Vikings Franchise History for years to come. People will tell where they were, what they saw, and how they reacted … they will tell the story. And that is what branding is all about. The story. Not the product, service, outcome, or even the individuals.

It’s all about the story.

And that friends, is a very nice model to follow! We on the Porch would love to partner with you to share your story.

No matter what happens next for the Minnesota Vikings, this moment, the moment that made grown men and women cry, cannot be taken away. Ever. SKOL!

I’m always looking for parallels in my life. A single thought that can be applied across all situations is something that resonates with me. These days, I am recognizing the importance of consistency.

Coaching Consistency

My youngest son is a tennis player. Although he is only 10 years old, he is serious about it and quite good. He can hit amazing serves, screaming forehand winners, and beautiful touch volleys that are something to behold. But his coach is stressing the need for consistency on the court. Those screaming forehand winners are beautiful, but can you hit them consistently? Are you putting in the work to get them there?

Last night, I had a bit of a parenting meltdown. After an extremely long day, I walked into my children’s den and found an absolute mess. It was the straw that broke the camel’s back and I lost it. But after I settled down, I realized that there have been little things that had been wearing on me all summer, but I hadn’t been consistent in my enforcement of the rules. I’d been letting things slide.

It’s not always easy to be consistent. It’s a mindful, daily commitment to doing what is best for the long term, even if it makes the short term difficult.

Marketing is largely about consistency as well

Establishing your brand voice and ensuring that you are consistently using that voice, across all channels, at every customer touch point, all day, every day, is absolutely key in marketing.

• A good brand is built over time by establishing trust. Consumers want to know your brand, trust your brand, and depend on your brand to deliver quality time and again. This involves consistency of product and experience.
• You must communicate your brand promise consistently. In your marketing materials. On your website. Across social media channels. Everything  you put out into the world should accurately reflect your brand.
• Your employees have to buy into the need for consistency. In their interaction with customers, in the service they provide on your behalf, they need to be looped into your branding so that they are also consistently reflecting the core values of your company in all that they do.
• Your marketing program requires consistent attention. Social media posting should happen at consistent intervals, on brand and on message. Consistent blogging is key. Your customers want to see you, hear you, and recognize you on a regular basis.

Are you being consistent in your marketing? Are you consistently applying your brand promise, day in and day out, at every touch point? If you’re not sure, give us a call. We are passionate about branding here on the Porch and we will set you straight!

When was the last time you looked up at the sky and really enjoyed the sunshine, being in the moment.

Felt the breeze on your face. Found shapes in the clouds.

If you stopped right now, went outside and looked up, how would you feel? What would you be thinking? Are you happy? Content?

Perhaps, like many of us, things are basically good, but you’re in a bit of a life rut. Same routine over and over, and you suddenly realize how quickly the years are slipping by. Or maybe things simply aren’t going the way you want. There’s a little too much rain on your parade, and it’s gotten you down.

We all feel this way at some time or another. In today’s busy society, no one is immune from getting swept up in the stampede of life. Or being occasionally trampled by it. So how do you break free?

One way, again, is to simply look up. It’s sunshine, folks!

Let me explain. The other day, I heard a client talking about an employee who wasn’t performing at her best. He noted, “All she needs is a little water and sunshine, and she’ll be great.”

That was an amazing observation, and it really struck home with me. Of course, he was talking about nourishment. Nourishment of a person based on who she is. The things that feed her soul. Things to help her grow and thrive and blossom!

Ok, I’m overdoing it a bit, but you get the idea.

Friends, what is your sunshine? What are the nutrients that will nourish the essence of who you are? What do you need in your core being to shine more brightly?

It’s easy to ask these questions but not always easy to answer. Try to discover the tiny inkling within that excites you. Something you love and are passionate about, deep down. Maybe it’s a hobby, like painting or gardening. Perhaps it’s philanthropic, like rescuing dogs or mission work. It could be a special career skill that you didn’t pursue in college. Something on your bucket list? Take a moment and really listen to your gut. What are you hungry for?

When you find it, FEED IT! Embrace it! Nurture it! And give it plenty of sunshine!

Before you know it, you’ll be following your own heart on your own journey instead of being fenced in, grazing with the herd. It may be new and different, and it may require taking a risk. But you are only you once.

Dare to be great!

Cheers! Your company has a clearly defined brand – a simple, relevant customer promise that competitively gives you an edge. Check that off the list, right? Absolutely! But before you move on to other things, have you thought about your internal processes?

What must you do internally to execute the brand? To make it come alive? Become more than just a piece of paper? Ensure that your customers understand the brand as you intended?

Before you talk about your brand to the masses, you need to first look within to be sure you’re delivering on that brand throughout the organization. You don’t want to set an expectation that disappoints later! So consider this carefully – What are your customer touch points? Think about ALL of them, from where your store is located to how well the product performs or even how clean the front desk is when you walk in the door.

They’re all important.

Ergo, all companies need to identify and proactively manage their brand at all points of customer contact. Make a list of your contact points. Especially the less obvious ones like:

• the way your phone is answered
• how seamless your billing processes are for customers
• what your employees say to others about their job
• the attire of your salespeople
• the quality of your packaging
• the functionality and ease of navigating your website
• your response time for customer questions

Basically, everything you say and do as an organization reflects on your brand. Look carefully at your internal processes. If you’re experiencing problems at a touch point, they need to be addressed – you don’t want a seemingly minor issue to be the string that unravels all the work you put into building your brand. Assess each item on your list, and then prioritize those you need to change.

The goal is to eliminate negative experiences and keep or build on areas in which you are strong. Strong in communicating the brand promise.

Often, we ask a client, “If you do everything right, what’s the one thing you want your target to remember about you? If we conducted research now, would they give that answer?”

This is the fun part, folks! Branding and marketing rocks! Every company has struggles, but strategic marketing built on a strong brand is the impetus for success!

Go team!

Julie Porter is the chief rocker at Front Porch Marketing. You can follow her, julie_porter, or her company, itsfrontporch, on Instagram; and Twitter @juliedporter01 or @itsfrontporch; and like us on Facebook at FrontPorchMktg.

Your company has gone through the branding exercise and has a clearly defined brand! Cheers to you! 

And by that I mean a simple, relevant customer promise that competitively gives you an edge. Check that off the list, right?

Absolutely! But before you move on to other things, have you thought about what you must do internally to execute the brand? To make it come alive? To become more than just a piece of paper? To ensure that your customers understand the brand as you intended?

Before you talk about your brand to the masses, you need to first look within to be sure you’re delivering on that brand throughout the organization. You don’t want to set an expectation that disappoints later. What are your customer touch points?

Think about ALL of them, like where your store is located to how well the product performs or even how clean the front desk is when you walk in the door. They’re all important.

Here’s an example. My parents, who are in their late seventies, recently had an eye doctor appointment which had been scheduled some months prior. When they showed up at the office, the staff told them the ophthalmologist wasn’t in – he was stuck in another city due to weather. What? Hello? Could the staff not call patients to reschedule before the trek to the office? Even though the doctor is an excellent ophthalmologist, his brand was tarnished that day by his people. If this happens enough, patients will leave.

Ergo, all companies need to identify and proactively manage their brand at all points of customer contact. Make a list of your contact points. Especially the less obvious ones like:

• the way your phone is answered
• how seamless your billing processes are for customers
• what your employees say to others about their job
• the attire of your salespeople
• the quality of your packaging
• the functionality and ease of navigating your website
• your response time for customer questions

Basically, everything you say and do as an organization reflects on your brand. If you’re experiencing problems at a touch point, they need to be addressed – you don’t want a seemingly minor issue to be the string that unravels all the work you put into building your brand. Assess each item on your list, and then prioritize those you need to change.

The goal is to eliminate negative experiences and keep or build on areas in which you’re strong. Strong as in communicating the brand promise.

Often, I’ll ask a client, “If you do everything right, what’s the one thing you want your target to remember about you? If we conducted research now, would they give that answer?”

This is the fun part, folks! Marketing rocks! Every company has struggles, but strategic marketing built on a strong brand is the impetus for success!