Love YOUR Brand

I officially declare February the month to LOVE YOUR BRAND!

Taking care of YOUR brand helps you do a better job for your clients. And the best way to begin is to stop thinking about them all the time.

Who is “them”? The clients you spend 24/7 obsessing about and giving all of your creative energy to.

You heard that right.

Being a creative or consultant is exhilarating, fulfilling work. We love to create. We love to write that perfect sentence, design the perfect graphic, build that perfect strategy or plan that perfect event.  We love to brand and create unique brand experiences. It’s our obsession. We simply cannot shut off our creative brains… for our clients.

It’s easy to get totally immersed—to be pulled into pitch after pitch, project after project. As rewarding as this can be, chances are it comes at a cost of neglecting our own brand. Our own brand strategy, our own website, video, name, logo or hundreds of other brand touch points that we deliver for our clients. 

And so we put off working on our brand. We’ll get to it–after we meet this deadline or hit that income goal. But days turn into weeks, then months. Before we know it, we’ve entered another new year still feeling a pang of dread every time we look at our OWN brand. Knowing it needs our attention, but never making it a priority.

Well, it should be a priority. Because if you’re neglecting your brand, you’re not giving your best creative self—to you OR your clients. Honing your own brand helps you attract the clients you really want to work with, command the prices you deserve, and give you the inspiration and passion that will shine through in the work you deliver to your clients.

My best advice: Treat yourself to the TWIST.

TWISTING allows you to find inspiration and ideas by looking at successful brands outside your  category. What are they doing that might inspire a new approach for your business? How are they solving problems for their customers, turning them into loyal followers and brand ambassadors?

TWISTING is important for every business, but it’s mission-critical for anyone involved in creating solutions and strategies for clients. Why? Because there are hundreds, if not thousands, of talented consultants, copywriters, designers, marketing strategists, event planners and videographers who can all do what you do… but there is only one YOU!

You may already be aware of brands that are breaking new ground. You probably admire their ingenuity, and you might even draw inspiration from them.

Time to step it up!

  • TWISTING can help you change the way you think about YOUR business.
  • TWISTING can help you unlock fresh new perspectives that will propel YOUR brand forward 
  • TWISTING is the most loving thing you can do for your brand.

Try the 3 As to start TWISTING today!

  1. Be more AWARE. As a creative, you probably study other brands for inspiration. Take your awareness further. Train your brain to notice successful brand trends and practices far OUTSIDE of your category. Why? Because your ideal client is exposed to all brands, not just your business.
  2. Always ANALYZE. Just as important, you need to start analyzing brand elements that draw you in. Why do you love them? What emotions or larger truths are they tapping into? What best practices can you spot? How do they connect with your heart, not just your head?
  3. Finally, the most impactful step is to APPLY. When you apply these insights to your own business, you will funnel new ideas into your business and try new approaches that will push your brand upward and onward.

Commit to your brand: Join my FREE webinar on February 28th at 12pm EST.

I will walk you through exactly how to PLEDGE YOUR LOVE  to your own brand—not only for February, but for many years to come. Perhaps until you’re ready to retire to that little lakeside cabin or beach house you’re dreaming about!

SIGN UP NOW:

Love Your Brand

Sign up for the Love Your Brand Webinar: Feb 28, 2018

Why Brands Like American Girl Build Fans Not Customers

Great brands touch consumers hearts, not just their heads. They go beyond rational proof points and connect on an emotional level, and that’s why it’s the last criteria for the brands we choose on our BrandTwist Safari. So our Safari attendees can see brands that get this.

These brands know that branding is a relationship, not a transaction.

Ever feel so passionate about a brand you can’t wait to tell your friends all about it? You’re on a mission to get them to try it too so you can share this experience? When you feel and act this way, you’ve become a brand ambassador and your relationship has gone way beyond the “client zone” to something deeper.

I remember back in the day my friend Shari couldn’t believe I had not yet tried Netflix (this was back in the red envelope era). Every time I would see her she would pester me about it. I actually had a fleeting suspicion that she might be getting a commission from them. Not until I tried the brand and realize how much it changed my ability to watch TV and movies on my terms- did I understand why she was being so persistent.

The difference between fans and buyers.

When we choose brand experiences to visit on our guided BrandTwist Safaris, we look for brands that have fans – not just buyers. Brands that understand the emotional need they are filling – and who work hard to keep that relationship healthy.

American Girl Place is one such experience we will be visiting on our upcoming Safari.

BrandTwist Brand Safari TWIST American Girl

This brand really gets that they are not just selling dolls. They are fostering important friendships. The entire brand experience is designed around this special bond.  From the cafe where you can dine with your doll, the hospital where dolls are treated with special TLC, the Hair Salon with its pampering services for both girl and doll -even the clothes where you can dress like twins – American Girl is fostering a unique friendship. And not surprisingly, given this bond, commanding a premium price.

Your business can learn so much from TWISTING with American Girl and other brands about building deeper, and more profitable relationships with your customers

Join us in person in NYC as we visit Microsoft, American Girl, and more on our Brand Safari.

TWIST Book Julie Cottineau

Get Out From Behind Your Desk – Go Experience Brands

Are you experiencing the world through your computer or phone screen?  As a small business owner or entrepreneur, you need to hit the streets, experience the brandscape through the eyes of your customers – to truly know how to meet their needs and offer something of value that will break through the competitive clutter and get noticed.

This is why BrandTwist Safaris are so valuable because they take us out of our every day and put us in the center of experiences where we learn important lessons about branding which are then applied directly through Interactive, hands-on exercises to TWIST that inspiration and create actionable innovative brand ideas for new products or services.

BrandTwist Safaris have been applied successfully for companies like Virgin and Spotify in iconic neighborhoods including Times Square, SoHo and Rockefeller Center. The good news is they can happen anywhere.

Microsoft Experience BrandTwist Brand Safari Experience

Can you build your brand by hanging out in a lego store?

Big brands, like Microsoft, are building flagship stores all over the world to change how their customers engage with their brand. Allowing customers to experience a brand by touching and feeling, or even playing with the brand.

For the next 5 weeks, we’re going to talk about how you can go on your own Brand Safari, and what to look for. Even better, this series is leading up to a Brand Safari in NYC at the Flagship Microsoft Experience Store – that 30 lucky applicants will be able to attend.

You don’t need to be in Manhattan to do a BrandTwist Safari, you don’t even need to be in a large city. The most important thing is to pick locations/experiences to visit that are 1) away from your category – to maximize the freshness of the ideas and 2) are locations that connect deeply with their targets. Don’t forget, the value is about getting out of your everyday and away from your own business.

If you are not sure where you would go on a BrandTwist Safari ask yourself these question:

  1. What are the brand experiences that really engage people?
  2. What’s hot and why?
  3. What’s a best-kept local secret?
  4. Where do all the teens love to go?
  5. Where do the tourists go in your town or city?
  6. Where does the customer service rock?

No matter where you go, the trick to getting the most out of your Brand Safari is to observe and record what is going on around you – bring a notebook or a clipboard with paper, take photographs, buy something from the store or location and see what the purchase experience is like and the packaging. Do they give you your purchase in a plain paper or plastic bag – or does the brand use the packaging as a walking billboard – like the Build-a-Bear Cardboard bear homes?

Dig into the details, that’s where the best insights are and write everything down. You never know what could inspire your own TWIST later.

Stay tuned for our next post, we’re going to dig in on some specific details around where to go and how to TWIST those valuable insights with your own business.

TWIST Book Julie Cottineau

Small Business Brand TWISTS – Dr. Tim Aquatics

Dr. Tim runs an aquarium supply company and has an impressive list of professional credentials including a Ph.D. in ecology, evolution and marine biology. Before Brand School, the “about me” section of his website was a laundry list of academic degrees, published articles, industry titles and honors, but it practically required a Ph.D. to read and understand it.

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The problem?

His ideal target included regular “Joe” aquarium enthusiasts who are looking for support in keeping their aquariums healthy and vibrant. Through the work Tim did in Brand School, he transitioned his brand idea from “science-based solutions” to “success at any level.” He now deliberately presents a less intimidating, more welcoming user experience (complete with an interactive recipe TWIST – think of your favorite Food Network show) where buyers feel more at ease to interact with the brand and ask more questions.

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Do you see the difference this personal and authentic TWIST adds?

 

It makes his brand more approachable, more relatable, and more likely to attract the amateur aquarium enthusiast who might be turned off by a brand that seems too scientific and overly authoritative.

“Before Brand School, we were more a ‘science’ brand but now the brand is about being a natural fish care company.  That was common with dogs and cats but we were the first with fish. The products, liquids, and fish food are natural and that resonates with consumers who see fish and an aquarium as a slice of nature in their home.”

That wasn’t the only way Tim used the TWIST lessons he learned in Brand School. They also used a TWIST to overcome objections when launching a new product.

 

“We had developed the first 100% natural, non-GMO fish food but a possible roadblock was the customer had to make it themselves which takes only 5 minutes to make a month’s worth of food.  So we twisted that possible negative – “Oh, I have to make the fish food” into a positive “ Really, I can make my own fish food”  by adding our EXTRAS which are various additions (think of them as spices) that one adds to food to customize it for their fish.”

“The EXTRAS come in pepper grinders so the consumer literally ‘twists’ the EXTRAS into the food before placing the food in the freezer to gel. This makes the food easy to demonstrate and you see the smile on people’s faces as they instantly see this is fun and not hard at all.  We even had a major store in NJ have their clerks dress up as cooks and demo the fish food – it’s a great YouTube video”.

Tim now has a powerful understanding of how to use TWISTS in his brand, but it he admits it wasn’t always easy.

 

“Initially it was hard to maintain focus and concentrate on running everything through the pillars but, as with most things, the more you do it the easier it gets and, this is the surprise, it actually makes it easier to make decisions. It if doesn’t fit – it’s out.”

“You have to trust the process. It was such a great experience for me. Though, after delving in, doing the work is hard. There is resistance, but having access to Julie with the one-on-one meetings helped to move the needle so we can continue in breaking through with a more creative flair to our brand. I’m so grateful I went through it.”

Opera With A More Approachable TWIST

opera

Opera is an elite art form, with high ticket prices only available to a select few. Right? Wrong!

The Metropolitan Opera continues its 10-year tradition with a TWIST of live transmission of season openers on multiple screens in Times Square.

Last year viewers were treated to Verdi’s Otello. This year it was Wagner’s Tristan und Isolde, which will also be screened in 100 movie theaters around the world – offering yet another, more affordable way for the brand to broaden its reach.

This might seem like a bad idea of “giving away” content, when it could be purchased at higher prices. But it’s actually a smart strategy of reaching out to new users who might be unfamiliar with opera and intimidated by an unfamiliar experience in the ritzy Metropolitan Operah House.  Plus it creates good will and great publicity.

What products or services could your business offer with the TWIST of being free or available in unexpected venues to widen your reach?

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Finding the right TWIST can help your brand innovate and deliver. In TWIST: How Fresh Perspectives Build Breakthrough Brands, Brand School founder Julie Cottineau provides a clear road map to build a stronger more distinctive brand – complete with examples from real life small business owners who have successfully completed our Brand School program. Pick up your copy today.