The real “owner” of your brand – is your target

Brands are  relationships. And like romantic relationships, they are only healthy when you are in one with someone who really values what you have to offer.

That’s why every semester in Brand School we focus on answering 4 major questions with our students- and these 4 questions begin with the most critical question – “WHO do you want to be in a relationship with?”

Who – are the most important targets for the brand?
What – is going to compel them to choose and stay loyal?
Why – should these high-priority targets believe?
How – is the brand felt at every touch point?

In the lingo of today’s teens – a group for whom relationships are everything… who is your B.A.E? Your ideal target that you want and need to attract “Before Anyone Else”.

Brand School Alumni Brooke Nalle shares how zeroing on her BAE was the key to finding her Twist and growing her business.

Brooke Nalle of Sleepy on Hudson had a big breakthrough when she realized her TWIST wasn’t about helping babies sleep, it was about helping parents sleep. During the course of our conversation, we talked about a brand lesson that surprised her and she shared something really important for all of us to remember, “That my business, my brand, is about the woman who finds me, hires me.  She is not just a mother; she is a professional, a wife, a friend.”

The impact for Brooke’s business really came as she dove into the Target Audience exercise in brand school and looked at her target audience not as a woman with a child, but at all the things that woman is. That clarity allowed her to implement big changes and see fun results.

Women 25-54 is not a target.

When you’re targeting women 25-54, you’re looking too broadly. You are not really diving into what makes them tick and what keeps them up at night.  This makes it hard to really connect your brand values and promise with what they need. That’s why we create Bull’s Eye Target Personas and really dive into your target- so we can create marketing that goes directly to their hearts (not just their heads) and turns them into loyal brand ambassadors.

Let’s look at an example, Apple. I think we can all agree that people ages 3 to 83 use and love Apple products, but Apple built a strong brand by focusing on the 20-30 year old digital native -someone who is tuned in and comfortable with technology. By designing a brand experience to a narrower target, someone we all aspire to be, Apple has created an iconic brand that never discounts and is always in high demand and that attracts a broad range of loyal followers. They would not have made the same impact if they targeted “3-83”.

The foundation of your brand is your Target Audience, join our Brand School experts for a 30-minute call to focus in on your target audience. During this call, you’ll walk away with actionable next steps and clarity around how to answer the critical question of “Who is your brand’s B.A.E?”. Book your call now.

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Why Every Touch Point Matters in Your Brand

One of the things I love about BrandTwist Brand Safaris is we get to experience first hand many different touch points and then TWIST this inspiration with your brand. The importance of the multiple touch points is that transcending the ordinary and walking the talk isn’t enough if they only happen in one place.

So when we go into this immersive experience of a BrandTwist Brand Safari we’re able to explore the importance of inspiring at every turn.

Great brands maximize all brand touchpoints to convey a unique experience. They don’t just rely on traditional media to get across their message- they build their brand promise into the product or service experience.

Can a vomit bag surprise and delight?

In my book TWIST: How Fresh Perspectives Build Breakthrough Brands. I talk about One of my favorite “surprise and delight” moments with Virgin Atlantic’s use of “vomit bag” moments.

Virgin ran a promotion on Virgin Atlantic when they used the vomit bags in the seat pockets as marketing messages. These bags are in every seat back on every flight. But they are usually plain white and a missed opportunity – right in front of passengers for the six-plus hour flight.

Virgin Atlantic branded the bags its signature red, and included engaging copy about how flying used to be fun, then became terrible, and Virgin’s mission was to make it fun again. It began with: “How did air travel become so bloody awful? First, they took away the meals. Then the pretzels. And then the peanuts. All seven of them….” It ended with: “Flying should make you feel like you are a virgin again (flying-wise of course). It should feel new. And on Virgin Atlantic Airways it always will.”

This is a creative touch point. Taking a moment that is a necessary part of the experience (it’s literally an FAA requirement) and using it as a moment to surprise and delight the customer and support Virgin’s brand promise that this is a different way to fly.

Virgin America also uses other touchpoints such as the purple mood lighting, the unique safety video, and any time seat ordering inspires at every turn and show (not tell) the experience is a “Breath of Fresh Airline”.

Snapple literally inspires at every turn with the messages under their caps. All bottles need caps, but Snapple uses this moment to engage the purchaser and stand out from all of the other beverages – and present the brand as a truly refreshing choice.

One of the things I love about BrandTwist Brand Safaris is we get to experience first hand these touch points and then TWIST this inspiration with your brand.

BrandTwist - Nespresso Brand Safari

Nespresso, for example, offers a coffee bar in its experience store in SoHo. It’s the first thing you see when you walk in. Coffee specialists (employees are brand touchpoints too) treat you to the latest flavors. The wall of colorful capsules also transforms product inventory into pure art.

Want to discover your next “vomit bag” moment. Join us for our next BrandTwist Brand Safari and notice how great brands don’t just market to you, they immerse you in the experience at every turn.

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.”

What’s My TWIST? Unexpected experts can help your brand.

Far too often, brands get stuck sounding, looking, and feeling the same way to consumers as any other competitor in their field. These brands aren’t standing out from the bunch; they’re merely doing just enough to fit in and survive. The most successful brands owe that success to the fact that they’re different. It’s why you gravitate to Apple before Dell, and why you can’t forget GEICO’s gecko. To stand out you need to get some outside perspective and a little inspiration.

What's My Twist Panel - Unique experts give feedback

The “What’s my TWIST Panel” technique does just that.

The “inspired experts” panel uncovers fresh language by taking experts in related but distinctly different fields and asks questions to extract fresh language that can be TWISTED with your own brand.

For example, recently we helped a pharmaceutical client with an over-the-counter medication focused on protection, by bringing in four unusual experts:

  • A former fireman
  • A bouncer
  • A computer security consultant
  • And an insurance agent

The essential element of this panel was that the client had no idea what fields the experts were in. Similar to the classic “What’s My Line?” game show – the occupations of the panelists were guessed and revealed at the very end. This kept the pharmaceutical executives focused on active listening for fresh language that they could then TWIST to add distinction to their marketing.

The panel was asked questions such as:

  • “What does protection mean in your field?”
  • “What happens when there is a failure of protection?”
  • “What are the emotions involved? The consequences?”
  • “How do you act to prevent future breakdowns?”

The results? Fresh perspectives on providing control, comfort, and confidence to consumers in the most vulnerable situations – that can be TWISTED into marketing that breaks through.

What experts would you invite to your What’s My TWIST? panel and what related, but distinct categories should your brand be learning from? Learn about more TWISTING techniques in TWIST: How Fresh Perspectives Build Breakthrough Brands.

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