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branding

How to Identify the True Equities of your Brand

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How to Identify the True Equities of your Brand

It is important to know your true equities as a brand. It strengthens the brand and customer relationship and identifies the individual characteristics that make your brand unique. Begin this process by identifying what makes your brand recognizable, memorable and distinctive.


Recognizable

Identify what makes your brand recognizable. The more recognizable, the more trust can develop between brand and consumer. When customers recognize a name they are more likely to reach for that product. Get your name out there. Advertising and publicity should reinforce brand voice.

Memorable

Continue on to make your brand memorable. It is important for buyers to associate your brand as the top choice. Consumers base decisions on price and past experience with a brand. Build a quality emotional and functional value for your product.

Distinctive

Determine your brand promise and how it answers to the customer. Appeal to the personality of your ideal consumer and craft your promise accordingly. Customers respond to a strong brand identity. The more distinctive and unique the more you relate to your ideal customer

By identifying the true equities of your brand you determine what value you bring to your customers. It helps you to answer: Who are you as a brand? What your brand story is? What strengths your brand has? and What your relationship to your customers?

 

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Millennial Women Series: For God's Sake, Have Some Values

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Millennial Women Series: For God's Sake, Have Some Values

We're continuing with our 5-part series focusing on the Millennial woman. Today's feature: "For God's Sake Have Some Values." 


According to Forbes, consumers have proven more likely to support a brand they perceive as ethical and fair. More than any other generation Millennials have the highest ideals. Nearly 40 percent of millennials prefer to spend money on a good cause, even if it means paying more for a product. Applying this ‘Millennial perspective’ to your brand can create a dramatic change.

When appealing to the female Millennial it helps to have a strong association between brand and values. Socially conscious brands appeal to Millennial women. Brands that support wellness, naturalness, localism, and are looking to better the world or a certain community are appealing.

Method is a household and personal cleaning brand that creates “naturally-derived, biodegradable, non-toxic” products.  Their mission is to create aesthetically pleasing cleaning supplies that has the safety of the consumer as well as Mother Earth in mind. The relationship between the customer and earth becomes a large part of investing in the product. The customer ends up feeling as if they have improved earth. With a mission and brand traits that matter to the world, Method has earned a spot in the hearts, minds and wallets of Millennials.

This relationship strategy is repeated in the branding of the female care product, Thinx. A fairly new invention, Thinx is revolutionizing female care by creating "period underwear". They are environmentally friendly and for every pair a customer purchases the company sends funds to their partner organization, AFRIpads. Thinx uses creativity and social awareness as marketing tools. Millennial women care about programs such as these that help them manage their well-being and make healthier choices.

It’s more important than ever that brands either or adopt or associate themselves with an important cause. Any brand can sell widgets, software or packaged goods. Great brands can change the world. Millennial are looking for a larger story. It’s up to brands today to build a legacy that connects with the future consumers of the planet, and leaves the planet in great shape.

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Millennial Women Series: Getting More Personal

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Millennial Women Series: Getting More Personal

Over the next couple weeks, we’re launching a 5-part series of blogs focused on the Millennial woman. Today’s feature: Getting More Personal.


Millennial women are revolutionaries. Demanding change and forging new paths for younger women coming after them, Millennial women are inspiring change. Whether or not this affects marketing is not a question. These women expect to be treated as individuals and that includes how marketers and brands speak to them. There are several ways brands can get more personal with Millennial female customers to make them feel valued and take action.

Treat Them Special

Go beyond simply ‘liking’ or commenting back. Giving a little attention goes a long way.  Creating loyalty programs, recognition events, special access to sales and promotional events allows a personal relationship to develop between the brand and Millennial woman. Simply appreciating anyone builds trust. In this case it also leads to increased ROI.

One Size Does Not Fit All

Millennial women want to engage with a brand that they can relate to and see themselves. Companies like Primark do this well.  Primania is an online fashion playground for their customers to post, share and get inspiration from. This site shows a range of individuals who engage with the brand, mainly by taking selfies. It allows old and new customers to picture themselves in the products with more of a sense of reality. These women look just like the customer, they are relatable. Instead of forcing women to believe they have to look a certain way in order to participate, brands can be inclusive, showing that Millennial women of all types are welcome to interact with and benefit from the brand. Do this.

Target

What better way to personalize than to use sophisticated websites that analyze cookie data and self-service platforms? Using this information actually helps to connect with Millennial women. This group desires to be seen as unique and authentic. The information these platforms provide allows that to develop. Personalized advertising will grow in importance for this generation as they continue to be the earliest adopters of new technology.

As the buying power of Millennials increases, brands must respect that members of this generation expect to be treated as individuals. Go get personal.


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Don't Hire a Copywriter. Hire a Persuader.

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Don't Hire a Copywriter. Hire a Persuader.

Sometimes I check my spam folder to see if there is, like, one spectacular, beautiful email from someone who is "the chosen one." Someone who is such an amazing writer that I respond, "Enough with the fraud, you conniving felonious poet, you. Have you ever considered a career in advertising?"

Spam ends up in the spam folder for a reason. While there is a highly technical explanation, let's assume that it's because the writing is "undesired," too. Marketing often depends on the written word, so the story, and every word in it, should move audiences to take action. If you want to hire copywriters who know the art of persuasion, here are some steps we take at Minty Fresh Digital. 

First, get the facts straight. Great copywriters have a complete comprehension of the subject matter. They also understand who they are talking to, what the brand voice sounds like, and how their audiences prefer communication. Persuasive writers have facts on what's important for the audience to understand, what the reasons-to-believe are, and what statistics will make the offering different. Sound familiar? It's also part of the process to great storytelling. 

Color. When we read, our brains convert words to images. That's how we work. When it comes to persuasive copywriting, color brings the language to life. The imagery created by the words should resonate with the audience and awaken senses at the same time. If your current writing doesn't do that, it's a problem. Call us. 

Be specific. You don't have much time. Persuasive writers know their time is limited, as attention spans shorten. Keeping things short and sweet makes a great impression, keeps audiences searching for more and build brand affinity. 

For more insights on how we can help you create persuasive copy that brings gallons of black ink to your bottom line, connect with us today, or reach out to me directly at desmond@mintyfreshdigital.com.

 

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It's the Mood, Stupid.

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It's the Mood, Stupid.

Remember your first camping trip? When you were sitting by the fire, late at night, and Uncle Karl was telling scary stories that made you shriek with fear? That's mood. Take away the fire, the darkness, and you've got uncle Karl just telling a bunch of stories. (Don't be weird, Uncle Karl.)

Great products are awesome on their own. But market-leading products are supported by a strong brand, great design, and powerful storytelling. Great products are able to change our outlook on life and transcend merely being something optional, to being a vital component of our existence.  So how do we create the perfect mood for our audience? At Minty Fresh, we believe this is shaped by a few key components: Audience insights, brand consistency, and design. 

AUDIENCE INSIGHTS

Uncle Karl wouldn't tell the same campfire story to a bunch of seniors because he throughly understands his audience. He's spent enough time knowing that they can be shaped by his storylines and what he has to say. The same is true for brands. Brands must first do a very thorough job of understanding who their audiences are, what they do, what compels them to make choices and what moves them emotionally. Often times, this comes in the shape of audience personas. We've worked with many of our clients to develop these personas, which ultimately help designers design better, marketers market better and companies close more deals. 

BRAND CONSISTENCY

Uncle Karl doesn't start the story off screaming. He's not laughing all the way through it either. He's very consistent and deliberate in presenting the story. He uses eye contact regularly, moves his hands and gestures. Consistency is key for brands too. This might be referred to as the big picture of "storytelling." Among many things, brand also includes, voice and story. We work with our clients to land on the central brand story and a central brand voice. This defines how you talk to your different audiences, and how you communicate why you exist and why your offering is important. Having a central voice and story creates consistency in all messaging, and it empowers brands to move forward in unison. 

DESIGN

Knowing his audience and knowing the central story and voice he should speak in, Uncle Karl adds in his own flavor to the campfire story. He throws another log into the fire so that his face is illuminated. He sits you in a tight, close circle, and adds an occasional BOO! here and there to make you jump. This is storytelling design at it's finest. Brands can learn here, too. Each element that composes the story must engage design at the highest levels, so that each particular detail resonates with the audience. This is what being FRESH in design is all about. It keeps old stories new and makes them seriously resonate with the audience. To stay competitive in an extremely noisy forest, brands need to continually refresh designs to engage audiences better, whether it's in the shape of additional video, improving UX or simply adding photos that engage better in social. 

IT'S THE MOOD, STUPID

When audience insights, design, and brand meet, they create a mood that shapes the decisions that audiences will take, whether it is to dismiss, engage, or even share. As Forbes reports: 71% of buyers who see a personal value in a B2B purchase will end up buying the product or service. Creating a mood that resonates with your audience helps them see personal value. Building personal value over the long run results in customer loyalty. Thus, yes, it's the mood, and thank you Uncle Karl. 

To build a better mood for your customers, connect with us. We'd love to sit with you and share our experiences in creating better moods, designs, stories, and brand voices for some of the most awesome companies out there. Until next time, keep things FRESH

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