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Part one of this blog series focused on taking responsibility for your faults. Part two covers a very similar topic, specifically regarding your online reputation. A positive online reputation is essential for earning customer trust in today's digital age. This means having a strong online presence, including a professional website, social media accounts, and positive online reviews. You need to respond promptly with empathy to customer comments. And most importantly, respond with sincerity and openness, not canned responses that gloss over or go completely around the issues. #2 Managing online reputation: Don't let PR create a faceless personality for your brand! Part one of the customer trust series focused on not blaming your customer. Part two is very similar but focuses on your online reputation. This includes how to manage it and how to make your online reputation better. In today's world, where online reviews reign supreme, it's essential for companies to understand the power of their online presence and how it can impact their brand. A survey conducted by GlobalWebIndex, found that 54% of customers research products on these platforms before making a purchase, while 49% rely on influencer recommendations to inform their purchasing decisions. This underscores the growing importance of social media in shaping consumer behavior and highlights the need for companies to establish a strong presence on these platforms. In addition to the influence of social media, online reviews also play a crucial role in consumers' purchasing decisions. According to a study by Pew Research Center, 82% of Americans read online reviews before making a purchase, and over half are strongly influenced by these reviews. It's evident that online reviews are an essential factor in shaping consumer behavior and that companies must take them seriously to succeed in today's marketplace. Influencers are not nice to have – they are essential! In an era dominated by social media and online communities, influencers have become critical to a well-rounded marketing strategy. With their considerable followings, these digital personalities act as a bridge between brands and consumers, influencing purchase decisions and shaping perceptions. Influencer marketing is about leveraging the power of word-of-mouth at scale, not just a trend but a fundamental shift in how businesses communicate. Influencers have built dedicated communities around their unique voices and perspectives, and it's these connections that brands can tap into. For instance, Nike's collaboration with influencer and fashion designer Virgil Abloh resulted in a series of 'The Ten' sneakers that sold out almost instantly. The partnership blended Abloh's strong streetwear aesthetic and influence with Nike's brand, creating an exclusive product that generated tremendous interest and demand. Similarly, the beauty brand Glossier, built almost entirely on influencer marketing, leverages authentic connections with macro and micro-influencers, who speak directly to their target audiences, resulting in exponential growth. An effective influencer marketing strategy allows brands to cultivate trust and authenticity. This is not the early 2000s when influencers were cute or trendy; there is no effective marketing strategy without influencers. Online reviews – yes, they're vital. How do you get them? Companies must respond quickly and empathetically to customer comments and complaints. Studies have shown that customers expect a response to a complaint within one hour, and companies that respond quickly are seven times more likely to make a sale. Additionally, it's essential to handle comments with empathy and to make customers feel heard, appreciated, and respected. Companies like Disney and the Cleveland Clinic have built their brands on a foundation of compassion, and this has helped them stand out from their competitors and create loyal customers. To encourage customers to leave reviews, there are several strategies that companies can employ. One idea is to create a "review wall" in the store or office where customers can post their reviews. This provides social proof to potential customers who visit the business and encourages others to leave reviews. Another effective strategy is offering customers a unique experience in exchange for leaving a review. This can be a behind-the-scenes tour or a unique service that gives customers a memorable experience. Creating a video campaign highlighting customer reviews and encouraging others to leave a review is also a great way to build credibility and encourage customer feedback. Holding a review contest or giveaway for customers who leave a review is another fun and engaging way to incentivize customers to provide feedback. Lastly, providing a review template can make it easy for customers to leave a review, especially for those unsure of what to write. What you say on social media needs to be honest. Companies can increase their visibility and build brand loyalty among their target audience by leveraging social media to connect with customers, share valuable information about their products and services, and engage with influencers while also managing their online reputation, addressing customer feedback, and striving for excellence in customer service to build trust and differentiate themselves from their competitors. One key factor in building a solid brand image is to be genuine and open online. A company's social media presence reflects its brand personality, and ensuring that this personality is warm and engaging is vital. Patagonia is an excellent example of a company that excels at building a solid social media presence. Its social media team engages with customers regularly, responding to comments and inquiries in a timely and helpful manner, whether positive or negative. This has helped Patagonia build a solid following among consumers passionate about environmental sustainability and social activism. Using social media to connect with its target audience and promote its values, Patagonia has been able to differentiate itself from its competitors and build a loyal customer base. When companies face a public relations (PR) crisis, they often issue statements that aim to clarify and reassure stakeholders. However, sometimes these statements can worsen things by leaving more questions than answers. One example of a specific PR response that was criticized as bad for a hospital is the response by NYU Langone Medical Center in 2018 after a patient was left unattended in the waiting room for six days and eventually died. In their initial reaction, NYU Langone Medical Center acknowledged the incident and sympathized with the patient's family. However, it did not explain what happened or how they would address it. The response was criticized for lacking transparency and failing to answer public questions. The hospital faced significant backlash and calls for accountability from both the public and elected officials. It was only after further investigation and pressure that NYU Langone Medical Center released a more detailed statement outlining the steps they were taking to investigate the incident and prevent similar situations from occurring in the future. When Facebook faced scrutiny over its role in the Cambridge Analytica scandal, its initial statement was vague and lacked transparency. The statement acknowledged the situation but didn't provide details on how Facebook would address the issue or prevent it from happening. This led to further public outcry and criticism of the company's situation handling. In a PR crisis, companies must provide clear and transparent statements addressing the issue at hand and outline a plan for moving forward. Failing to do so can damage the company's reputation and lead to further distrust from stakeholders. In conclusion, online presence is essential in consumers' purchasing decisions. Companies must take them seriously to succeed in today's marketplace. Building a strong brand image by creating genuine and open social media engagement, using influencers, having quick and empathetic responses to customer comments and complaints, and incentivizing customers to leave reviews are all effective strategies for companies. By doing so, companies can differentiate themselves from their competitors, build a loyal customer base, and succeed in today's marketplace Next, in the customer trust series: Where & when does the customer get pissed off? How to map the customer service journey and establish a voice-of-the-customer program. #OnlineReputation #CustomerTrust #BrandManagement #SocialMediaStrategy #InfluencerMarketing #CustomerReviews #EmpathyInBusiness #Authenticity #Transparency #DigitalAge #PRCrisis #VoiceOfCustomer #CustomerServiceJourney #MarketingStrategy #InfluencersEssential #BrandPersonality #BuildingTrust #CustomerEngagement

We all know that customer trust is essential and the foundation of any successful business. Customer trust goes beyond simply providing quality products or services. It is a combination of honesty, transparency, reliability, and consistency. When you consider that just a 5% increase in customer retention can boost your profits by as much as 95%, the rewards for gaining and maintaining customer trust are massive. Beyond just retention, 83% of customers say they would recommend a business they trust to others. This multi-part series will delve into nine ways companies can lose and create trust. Part 1: Your Board wants you to blame your customers: Don't do it! Be Honest! Pushing your problems off on the customer is a customer service mistake that can erode trust and damage your brand's reputation. When customers encounter problems or issues with a product or service, they expect the company to take responsibility and offer solutions to resolve the issue. In 2021, a hospital in Florida came under fire for sending out bills to patients that contained sensitive medical information. The statements included the patients' names, medical conditions, and treatments, which were visible to anyone who received or handled the mail. When patients raised concerns about the privacy violation, the hospital initially responded by placing the responsibility on the patients, claiming they should have requested their bills to be sent electronically instead. This response was insensitive and inadequate. Patients and privacy advocates argued, rightfully so, that the hospital had a duty to protect their patients' sensitive medical information. This incident highlights the importance of hospitals taking responsibility for their actions and their impact on their patients. Hospitals risk eroding trust and damaging their reputation by pushing their problems onto patients, which can seriously affect patient care and safety. The hospital's failures seem quite apparent to an outsider. But, as a consultant, I have frequently worked for companies that get themselves into similar situations. Hindsight is always 20/20. On the inside, executives get caught up in damage control mindsets. They don't want the board or the public to realize their faults – in this case, considerable holes in data protection. But you will always be better off admitting mistakes. Customers trust businesses that can admit fault more. Research has shown that customers trust businesses that admit fault and take responsibility for their mistakes. According to a study by Accenture, 52% of consumers said they would stay loyal to a brand that admitted to a mistake and resolved their issue, compared to only 28% who would remain loyal if the company did not admit fault. Another study by Edelman found that 81% of consumers said that it's important for companies to admit their mistakes and take responsibility for their actions. These studies suggest admitting fault and taking responsibility can significantly increase customer trust and loyalty. By acknowledging mistakes and working to resolve issues, businesses can show that they value their customers and are committed to providing quality products or services. So, why do companies so infrequently admit fault? A study by Kim and Davis (2016) at the Stanford Graduate School of Business found that corporate boards prioritize avoiding legal liability and reputational damage over admitting fault and taking responsibility for mistakes. The study suggests that boards may be more likely to take a defensive approach to crisis management, which can hinder their ability to respond effectively to issues and maintain trust with stakeholders. Whether the company is a large public company or a sole proprietor, the defensive reaction is more common than simply admitting fault. The defense approach reduces customer satisfaction and trust, eroding revenue and profits. That being said, it's worth noting that the attitudes and priorities of corporate boards and managers can vary widely depending on the specific company and industry. In some cases, boards may prioritize transparency and accountability as critical components of their corporate governance strategy. Overall, while there may be some reluctance among boards and managers to admit fault, companies need to prioritize transparency and accountability in their crisis management strategies to maintain trust with stakeholders and mitigate the impact of adverse events. No matter the short-term gain, quickly admitting fault and taking necessary steps to remedy the problem is always the best action plan. Next is the customer trust series: How to build and manage online reputations. Come back next week to read more! #CustomerTrust #Transparency #Honesty #Reliability #Consistency #BusinessSuccess #CustomerRetention #Recommendations #CorporateResponsibility #AdmittingFault #CrisisManagement #Accountability #OnlineReputation #BrandReputation

When working with professionals in any industry, being a good client can make a world of difference. Many times, projects fail, not due to the consultant's skill but the client's communication and behaviors. You are spending way too much money to have a project fail due to factors 100% in your control. Whether you're hiring a lawyer, accountant, designer, or any other type of professional, there are certain things you can do to ensure that your relationship is productive, efficient, and positive. Don't look for a "unicorn" Projects frequently fail when the job description or request for proposals is written. In my years of consulting, I have learned that the number one red flag for project failure is the client seeking a unicorn, guru, rockstar, someone who can work wonders, or a magician. Unicorns are imaginary. They do not exist. Perhaps you think that using a catchy phrase will prompt people to submit a proposal. But, if you legitimately need someone who does not exist, you need to consider why the project is so challenging. Are you trying to increase brand awareness significantly on a shoestring budget? Is your product or service simply not a good one? Do you want someone with an enormous variety of skills instead of looking for a team? Similarly, I see a red flag when clients complain about other freelancers they've used. It is widespread to hear the trash talking during project interviews. "We hired someone to do SEO, and rankings didn't improve. Then we hired an ad agency and weren't happy with the results. Then we tried a digital expert, and sales still didn't improve." I understand; many consultants and agencies do not do a good job. But, if you have the same problem with multiple agencies, you might need to look inward. Take a good look at your project and assess why you need something or someone unrealistic. In my book, "When to Hire or Not Hire a Consultant: Getting Your Money's Worth from Consulting Relationships," I provide a flowchart explaining when a consultant can and cannot be helpful. Communicate clearly and effectively Good communication is essential in any working relationship, and it's vital when working with professionals who need to understand your needs, goals, and expectations. To be a good client, it's essential to communicate clearly and effectively, providing all the necessary information in a timely and organized manner. This includes outlining your goals, expectations, and timelines upfront, giving feedback, and asking questions as needed throughout the process. Consultants can't read your mind or work with data and information they do not have. I begin projects with a thorough onboarding form, but there's no way I can ask every relevant question at the start of the project. The more you provide, the better the project outcome will be. It's OK to hire a consultant to set up a marketing tech infrastructure and admit you don't have data. But, still, be clear about what you expect. Not only should you reply in a timely fashion. Also, have a single point of contact for the consultant. One of my big projects with a large client was difficult because I never had a single point of contact. The VP hired me, and I spoke to her maybe three more times. The project was given to an employee who had just been moved to a different division and did not have time to manage the project. Then, when I interacted with the Senior VP, he had no idea what I was hired to do and frequently gave me different jobs outside the original scope. One source of contact could have remedied the situation. Respect their time and expertise Professionals are busy people, and their time is valuable. Respecting the consultant's time and expertise is essential by being punctual, prepared, and responsive. This means meeting on time, providing all the necessary information and materials in advance, and responding promptly to emails and messages. It also means trusting their expertise and allowing them to do their job without micromanaging or second-guessing their decisions. Finally, it means understanding that people take time off, and most people don't work outside business hours. Both parties should establish boundaries for meetings, check-ins, and communication. Be open to feedback and collaboration & recognize your weaknesses Working with professionals is a collaborative process, and being open to feedback and willing to work together to achieve your goals is essential. This means being receptive to their ideas and suggestions, even if they differ from your initial vision. Consultants will always see things from an outsider's perspective, without the same preset biases that your employees have. Sometimes it hurts to hear that the way you've been doing something is ineffective, but remember why you hired the consultant in the beginning. It also means providing constructive feedback respectfully and constructively and being willing to make adjustments as needed to achieve the best possible outcome. Pay on time and fairly Like any other business, professionals rely on timely and fair payment to keep their business running. To be a good client, paying on time and fairly is important, honoring the agreed-upon payment terms and promptly providing any necessary documentation or paperwork. If you can't pay on time, it's essential to communicate openly and honestly about the situation and work together to find a mutually acceptable solution. And do not expect work to begin or someone to place a hold on their calendar until the contract is signed and the first payment is made. Also, don't expect expert-level help for entry-level pay ranges. The "you get what you pay for" rule is generally valid in the world of consulting. The big consulting firms are known to charge much higher rates than proportionate skill levels. Besides those examples, someone's rate typically indicates the quality you will receive. Show appreciation and gratitude Finally, showing appreciation and gratitude for the professionals you work with is important, acknowledging their hard work, expertise, and contributions to your success. This can take many forms, from sending a thank-you note or email to providing a positive review or referral to simply expressing your gratitude and appreciation in person. Online reviews are very helpful and always appreciated! In conclusion, being a good client is essential to building strong, collaborative relationships with the professionals you work with. Don't expect success if you don't set the project up for success! #GoodClientEtiquette #ProfessionalRelationships #EffectiveCommunication #RespectTimeAndExpertise #Collaboration #ConstructiveFeedback #FairPayment #AppreciationAndGratitude #ClientBehavior #ConsultingRelationships #ConsultingTips #ConsultantClientCommunication #EffectiveConsulting #ClientExpectations #TimelyPayment #ProjectSuccess

Of course, anytime anyone gives a forecast, a lot of it might be wrong. However, the following is our best guess for the marketing trends likely to shape the industry between now and 2025. Many of these trends you have already seen grow. But, with the rapidly increasing technology, particularly AI, these trends will be more and more present in our marketing strategies. #1: Increased Use of AI and Automation A blog about trends in any industry would likely put AI as the top trend you will see between now and 2025, and marketing is no different. The use of AI in marketing is already having a significant impact. It is expected to continue transforming the industry in the coming years in numerous ways. As we know, AI allows marketers to collect vast amounts of data about their customers' behaviors, preferences, and buying habits. With this data, you can create highly personalized marketing campaigns that target individual customers based on their interests and past behaviors. Personalization has increased since the 1990s with the ancient direct mailers that addressed people by their first names. But now, marketers can target you based on whether or not you watched Ted Lasso last night, what TV you watched it on, and what sound system you used. As always, this is scary and has ethical ramifications, but it will increase if it can make campaigns more efficient. Will AI take away marketing jobs? No, but AI can make our jobs more efficient by automating many marketing tasks, such as lead scoring, customer segmentation, copywriting, graphic design, and email marketing. This automation can save time and reduce costs, allowing marketers to focus on higher-level tasks. AI can improve ROI in many other ways as well. AI-powered predictive analytics can be an incredibly valuable tool for marketers looking to optimize their strategies and make data-driven decisions. By leveraging machine learning algorithms and big data analysis, AI can help identify patterns and trends in customer behavior, preferences, and purchasing habits. This can provide valuable insights into customer needs and help marketers tailor their messaging and offerings to meet those needs better. Additionally, AI-powered predictive analytics can help identify the most effective marketing channels and tactics, allowing marketers to allocate resources more effectively and optimize their campaigns for maximum ROI. Finally, AI-powered chatbots are becoming increasingly popular in customer support, and for a good reason. These chatbots can provide instant customer assistance, answering frequently asked questions and providing helpful real-time information. Additionally, these chatbots can be programmed to learn and adapt to customer needs over time, improving their ability to provide relevant and helpful information. This can help improve customer satisfaction and engagement, as customers can get the help they need quickly and efficiently. Furthermore, AI-powered chatbots can also be used to make product recommendations based on customer preferences and purchasing history, helping to increase sales and drive revenue. AI will likely make marketing more efficient, effective, and customer-focused. However, using AI ethically and transparently is vital to avoid negative consequences, such as bias or privacy concerns. #2: Growth in Influencer Marketing Influencer marketing is expected to grow as more brands recognize the benefits of partnering with influential individuals to reach new audiences and build trust. Influencer marketing has already become a popular strategy for brands to reach their target audiences. It is expected to grow in the coming years. The rise of social media platforms has made it easier than ever for influencers to connect with large audiences and build dedicated followings. Brands can more easily partner with influencers to reach new audiences and build brand awareness more authentically and engagingly. Consumers increasingly turn to influencers for product recommendations and advice, perceiving them as trustworthy and relatable than traditional advertising. This has created a valuable opportunity for brands to leverage the power of influencer marketing to connect with their target audiences and drive conversions. Advancements in technology, particularly in AI and machine learning, are making it easier for brands to identify and partner with influencers who best fit their brand and target audience. Of course, we have seen all these occur over the last several years, but the influencers' "influence" will grow. While mega-influencers with millions of followers will still be important, many brands are turning to micro-influencers (with smaller but more engaged followers) to promote their products. Many of the mega-influencers are seen as inauthentic. Micro-influencers can be more affordable and connect more authentically with their followers. As social media becomes crowded, brands will likely target more specific niches and work with influencers with a strong following. Brands realize long-term partnerships with influencers can be more effective than one-off campaigns. By building long-term relationships with influencers, brands can establish trust and authenticity with their audiences. The influencers become brand advocates and further increase the campaign's success. Influencer marketing will likely grow as brands seek to reach their target audiences more authentically and effectively. #3: Greater Emphasis on Customer Experience We have entered a world of abnormal economic conditions. Are we in a recession? Does anyone know? As the world changes, customer experience has become increasingly important. We expect to see more companies investing in strategies prioritizing customer satisfaction and loyalty, even though many brands are starting to shy away from discounts-for-loyal customers. Customer experience is becoming a critical differentiator for companies in almost every industry. In today's hyper-connected world, customers have more choices than ever before. They are increasingly willing to switch to a competitor if they have a negative experience. Companies realize the importance of investing in strategies prioritizing customer satisfaction and loyalty to stay competitive. Instead of simply providing money off for loyalty, savvy companies will shift toward real customer experience strategies. Back to AI, the customer experience is expected to undergo significant changes by 2025 due to AI and changing consumer preferences. Customer service is likely to become even more personalized and customized. As discussed previously, businesses use AI and machine learning to deliver highly personalized experiences that anticipate and meet individual customers' unique needs and preferences. Customers could receive customized product recommendations or even more tailored messaging and advertising. Further, the rise of augmented and virtual reality is expected to transform how customers interact with products and services, allowing them to see and experience products more immersive and engagingly. This could include everything from virtual try-ons of clothing and makeup to virtual tours of real estate properties. Companies prioritizing customer experience will likely see increased customer loyalty, retention, and revenue. By investing in strategies prioritizing customer satisfaction, companies can gain a competitive advantage and create long-term value for their customers and shareholders. #4: Shift Toward Omnichannel Marketing As consumers continue to use multiple channels to engage with brands, omnichannel marketing strategies that seamlessly integrate these channels will become more prevalent. The shift towards omnichannel marketing has been growing steadily in recent years and is expected to continue in the coming years. Omnichannel marketing is a strategy that focuses on creating a seamless and consistent experience across all channels and touchpoints, including in-store, online, mobile, social media, and other channels. In 2022, 56% of the US had cable TV. 112.9 million consumers, or 41.6% of the US population, will cut the cord by 2026. Nearly all Americans aged 25-34 access TV content through the Internet. Any company advertising through traditional channels alone will have a small audience and struggle to understand the ineffectiveness of their ads. Companies will need to increase non-traditional tactics as a way to reach customers. One such example is experiential marketing. These events are a great way to engage with customers more interactively. They can range from pop-up shops to immersive experiences that allow customers to interact with products and services in a fun and memorable way. By creating a unique and engaging experience, companies can make a lasting impression on customers, increasing their chances of becoming loyal brand advocates. Another fun and different marketing tactic is the growing use of brand partnerships. One of the critical advantages of partnerships is that they allow brands to reach a wider audience. Companies can tap into their partner's audience by partnering with another brand and creating a buzz around their products or services. Brand partnerships also allow companies to create a more memorable and engaging customer experience. By combining the strengths of the two brands, companies can create a unique and memorable campaign that stands out in a crowded market, which helps increase brand awareness and drive customer engagement. #5: Increase in Product Placement Another non-traditional advertising tactic that will grow is product placement, which is a marketing strategy that involves featuring a product or brand in a non-traditional advertising context, such as in a movie, TV show, or video game. Product placement has grown in popularity in recent years. As just discussed, traditional forms of advertising, such as TV commercials and print ads, are becoming less effective as consumers increasingly turn to streaming services and ad-blocking technology. Product placement can be a more subtle and effective way to reach consumers without interrupting their viewing experience. Additionally, Netflix and Hulu are producing more original content, providing opportunities for product placement. As eSports, or competitive video gaming, becomes increasingly popular, with millions of viewers tuning in to watch professional gamers compete, product placement in video games and eSports events can be an effective way for brands to reach younger, tech-savvy audiences. #6: Rise of Interactive Content Interactive content is becoming popular in engaging audiences and creating more immersive experiences. Interactive content is a type of content that encourages active participation from the user rather than passive consumption. Examples of interactive content include quizzes, polls, surveys, calculators, games, and interactive videos. Interactive content can be more engaging than traditional, static content because it encourages users to participate in the content actively. This can lead to the increased time spent on the website, higher engagement rates, and a better user experience. The content can also be personalized to the user's preferences and interests, making it more relevant and valuable, which improves the user's experience and increase the likelihood of conversion. Interactive content can provide valuable data and insights into user behavior and preferences, which can help companies better understand their customers and create more targeted and effective marketing campaigns. Also, interactive content is often more shareable than traditional content because it is more engaging and memorable. #7: Focus on Sustainability With growing awareness of environmental issues, more consumers are looking for brands that prioritize sustainability. Companies that demonstrate their commitment to sustainability are likely to see increased consumer interest and engagement. There is a growing trend among consumers to prioritize sustainability when making purchasing decisions, and this trend is likely to continue in the coming years. As a result, marketers are expected to focus more on sustainability to attract and retain customers. Marketers can work with product designers to create more sustainable products, such as those made with eco-friendly materials, designed for reuse or recycling, or made using renewable energy sources. Also, marketers can incorporate messaging about sustainability into their advertising campaigns and product packaging to appeal to environmentally conscious consumers. This messaging can include information about the product's sustainability features, such as recycled packaging or carbon offsetting. Consumers are increasingly looking for transparency from brands about their sustainability practices. Marketers can work to provide this transparency by sharing information about their sustainability initiatives and reporting on their progress. Marketers can work with sustainability-focused organizations or influencers to promote their products and showcase their commitment to sustainability when seeking brand partnerships. These trends suggest that the marketing landscape will evolve rapidly over the next few years and that brands that can stay ahead of the curve and adapt to changing consumer preferences will be most successful. #marketingtrends #AIandAutomation #personalization #predictiveanalytics #chatbots #influencermarketing #microinfluencers #customerexperience #omnichannelmarketing #experientialmarketing #brandpartnerships #productplacement #interactivecontent #sustainability #ecofriendly #transparency #consumerpreferences #futureofmarketing

In today's fast-paced world, we are bombarded with information from multiple sources. From social media to news outlets, we are constantly exposed to sound bites - brief, attention-grabbing phrases designed to convey a message quickly and effectively. While sound bites can be an efficient way to communicate, they can also be challenging to manage, especially when it comes to making important decisions or forming opinions on complex issues. I've known CEOs to attend "fireside chats" with other CEOs and come back and suddenly want to change a company's entire strategy. I've had potential clients request proposals to establish a new strategy or to train their employees on a new idea based on sound bites. Managing on soundbites can be extremely dangerous and deviates from common sense and long-term strategy-based management. Below are some of the most common pitfalls. #1: Look beyond the headline Headlines are often designed to be attention-grabbing and provocative but don't always tell the whole story. Before forming an opinion or deciding based on a sound bite, take the time to read or listen to the full article or interview. Realize all the variables that come into play with that small example. What industry is in the example? What environmental factors affected the outcome? Is this situation similar to your own? How easily can the model be replicated? These questions will better understand the context and help you avoid jumping to conclusions based on incomplete information. Also, fact-check any publication because often they can be funded to forward a specific agenda rather than support a neutral conclusion. This issue is covered below, but academic research is usually focused on a tiny variable holding everything else equal, and popular press books tend to be opinion-based without theory. There are, of course, many exceptions to this, but know your sources, which leads directly to the following pitfall/recommendation. #2: Check your sources In today's world, it's easy for anyone to share their opinions and ideas online. However, not all sources are created equal, and it's essential to be mindful of the credibility of the information you're consuming. This is true of any source; for popular publications and websites, there are tools to use, such as factcheck.org. In academia, researchers may be more likely to publish studies with positive or significant results, leading to overrepresenting these findings in the literature. Academic research often focuses on a specific topic or question, leading to a narrow perspective and potentially missing essential factors that impact the issue. There have been instances where studies have been difficult or impossible to replicate, raising questions about the validity and reliability of the research. And finally, the research community may lack diversity in terms of race, ethnicity, gender, and other factors, limiting the range of perspectives and experiences that inform research. Consider how long medical research has only focused on men. Ovarian cancer research was conducted on men! In your organization, perhaps get multiple opinions from credible sources to ensure that your sound bite is accurate and that there are no ulterior motives or biases. Use data from various sources/data streams from many different departments. Try to use data that has been collected over the longest period of time that you can find. In general, look for reputable news outlets, experts in the field, or organizations with a proven track record of accuracy and reliability. Before accepting a sound bite as fact, please take a moment to investigate the source and their credentials. #3: Seek out diverse perspectives Sound bites often come from a limited number of sources, and relying too heavily on them can lead to a narrow view of the world. This can cause oversimplification, generalizations, or stereotypes that may lead to a reaction that can damage your cause. To avoid this, consciously seek out diverse perspectives on the issues that matter to you. This might involve following a variety of news outlets, reading books or articles by authors with different backgrounds and viewpoints, or engaging with people from different cultures and communities. Again, look to perspectives across your organization, and look to people of different hierarchy levels and different departments. #4: Don't be swayed by emotion Sound bites are often designed to elicit an emotional response, whether fear, anger, or excitement. While emotions can be a powerful motivator, they can also cloud our judgment and lead us to make decisions that aren't in our best interests. To manage on sound bites effectively, it's essential to stay grounded and avoid being swayed by emotion. Take the time to think through the issues logically and rationally, and consider the long-term consequences of your decisions. Look for data. If you don't have data to back up a decision, likely, the decision is not wise. Sound bites can be persuasive but don't always tell the whole story. To avoid being misled, focus on the facts and seek evidence to support or refute the claims. This might involve conducting research, consulting with experts, or checking reliable sources for information. By looking beyond the headline, checking your sources, seeking out diverse perspectives, avoiding emotional responses, and focusing on the facts, you can make informed decisions and form well-rounded opinions on complex issues. With these tips in mind, you can navigate the world of sound bites with confidence and clarity. #SoundBiteManagement #AvoidJumpingToConclusions #FactCheckSources #DiversePerspectives #AvoidEmotionalResponses #FocusOnTheFacts #CredibleSources #SeekEvidence #ManageOnSoundBites #LongTermStrategy #CriticalThinking #InvestigateSources

We all want to assume that we have a data-driven organization. But what does that mean, and more importantly, is that a good thing? More than two-thirds (67%) of CMOs are drowning in data. CMOs are also struggling with the growing number of channels and platforms available to their teams. 33% of marketing managers said understanding what data to use is the most significant impact on marketing today. Harriet Durnford-Smith, CMO of Adverity, said, "CMOs have become overly bogged down by data challenges and lost sight of their core purpose: meeting consumer needs." Being so bogged down in data that you aren't focused on customer needs should be considered a crisis for any marketer! Then, why are we so focused on being data-driven? What is Data-Driven? Being a data-driven organization means making business decisions based on data and insights rather than relying solely on intuition or anecdotal evidence. Data-driven organizations use data analytics to inform decision-making across all aspects of the business, from marketing and sales to operations and finance. This approach enables organizations to be more agile, responsive, and effective in achieving their goals. The benefits of being a data-driven organization are numerous. By using data to inform decision-making, organizations can: Make more accurate and informed decisions: Data-driven decision-making allows organizations to make more precise and informed decisions based on objective evidence rather than intuition or anecdotal evidence. Increase efficiency and productivity: Data-driven organizations can identify inefficiencies in their processes and optimize them for greater efficiency and productivity. Improve customer satisfaction: By analyzing customer data, data-driven organizations can identify patterns and trends in customer behavior and preferences, which can improve customer experience and increase customer satisfaction. Here's where customer needs come into play! Increase revenue and profitability: Data-driven decision-making can help organizations identify new revenue opportunities, optimize pricing strategies, and reduce costs, leading to increased revenue and profitability. Stay ahead of the competition: Data-driven organizations can use analytics to stay ahead by identifying market trends, customer needs, and areas for improvement. What Could Possibly be Bad about Being Data-Driven? While being a data-driven organization has many benefits, there are also potential downsides. One potential risk is becoming too reliant on data and losing sight of the human element of decision-making. Additionally, collecting and analyzing data can be time-consuming and resource-intensive, challenging for smaller organizations with limited resources. A "track everything" mindset can lead to data overload and hinder the ability to deliver valuable insights. While collecting data is essential, it's equally important to prioritize and focus on what is most relevant and necessary to achieving business goals. To avoid the pitfalls of data overload, it's essential to clearly understand what data is needed to achieve specific business goals. What Should You Track? Frequently, CMOs state "everything" when asked what they wish to monitor without a clear understanding of their business objectives. This default approach stems from a lack of knowledge about what they want or need. However, tracking all possible data generates overwhelming information, which is seldom examined or utilized. Moreover, excessive data creates clutter, making it challenging to identify essential insights and hindering team efforts to provide valuable contributions to their organization. The "track everything" mentality prioritizes desires over necessities and is a common occurrence. This mentality is prevalent among people for various reasons. Here are four of the most common ones: Absence of key performance indicators (KPIs) Inability to distinguish between non-essential and vital data Concerns about not capturing enough data Lack of awareness about the potential benefits of data and available analytics capabilities Creating measurable KPIs from desired business outcomes poses a significant challenge for organizations, which ultimately impairs their ability to track progress efficiently, especially when determining the necessary data from digital touchpoints. As running a business or being involved in its daily operations can be time-consuming, teams often lack the bandwidth to focus on developing KPIs. Moreover, the research department is often separate from the marketing department, and the two never meet to establish KPIs. I once consulted for a market research training company. When editing their materials, I noted they had no educational content about figuring out what metrics to track. I received shocking feedback. "Please remove that. It is not relevant." I still can't believe this response yet I know how common it is. Market researchers conduct research and feel their job is done if they collect data. There is never much back and forth about how the data is being used or the most important KPIs at the time. If KPIs change based on industry conditions, and these conversations need to be ongoing. Common Data Tracking Errors While curiosity is admirable when gathering insights through data analysis, it's crucial to exercise restraint in determining the data to track. Overindulging one's interest can easily result in excessively irrelevant data being collected, which may not impact an organization's KPIs. As companies evolve and digital functionality changes, these "nice-to-haves" often become outdated. Collecting such data can create more problems than benefits, mainly when cost implications are associated with collecting, processing, and storing additional data. Also, keep in mind the connection between the data and the KPIs. When required, the absence of relevant data can be a significant concern for organizations, leading them to track everything as a safety measure. However, this approach typically results in vast amounts of data being collected, which is then overlooked due to the significant effort required to analyze it. This can leave critical business questions unanswered or generate a distorted view of the data's implications. It's crucial to strike a balance between not tracking enough data, which can hinder effective analysis, and tracking too much data, which can cause information overload and result in analysis paralysis. Information overload can result in outcomes that are at odds with the organization's goals. Rather than providing an ideal data framework for delivering valuable insights and driving better business outcomes, the sheer volume of data can become overwhelming. As a result, the organization may struggle to comprehend the available data and its potential for improving business results. Data and Analytics Go Together The analytics industry continually evolves, and many organizations struggle to keep up with the changes. We all thought we understood Universal Google Analytics well, and then came GA4! (Ok, they are pretty much the same with an added 36-hour delay). Additionally, knowledge barriers often impede organizations from understanding which tools will meet their requirements and how to use them effectively. Hence, organizations must eliminate these knowledge barriers. As a result of the limited knowledge stores, organizations tend to resort to the "track everything" mindset. Furthermore, without comprehending how various analytics platforms can aid them (tool capability) and understanding the terminology (tool jargon), organizations often underutilize certain aspects of their analytics platforms while over-utilizing others. If KPIs and analytics are misunderstood, their match will certainly be misunderstood! For every KPI, there must be associated data or analytics. Typically, primary, secondary, and tertiary goals and a few supporting objectives are identified. Next, the goals that will help achieve the objectives are outlined, such as increasing online purchases, form submissions, or maintaining an acceptable bounce rate. Ideally, the above process should result in a manageable number of KPIs. The recommended approach is to aim for 1-2 metrics per goal and 2-3 goals per objective, with approximately 5-7 key objectives. This provides enough data to comprehensively understand the digital presence's objectives without being overwhelmed with information. Then, as business needs and digital functionality evolve, analytics must evolve as well. Organizations cannot always predict their future data requirements. While it's essential to ensure that tracking remains valuable in the long run, it's equally important to understand that analytics can be changed as an organization's data needs change. By focusing on key areas and refining tracking as necessary, organizations can avoid the high costs of collecting and storing excessive data. Become Data Knowledgeable and Get to Know Analytics Tools While core analytics platforms such as GA4, Facebook Business Manager, and Amazon Seller Central are the backbone of data needs, organizations should not limit themselves to just these platforms on their data journey. In fact, there are numerous other tools that can be used in conjunction with these platforms to broaden an organization's ability to view and analyze its data. In addition to quantitative data, qualitative data can offer user-driven feedback that puts these numbers in perspective. Surveys, polls, ratings and reviews, and NPS questions are just a few ways to gather qualitative data. A/B testing should routinely be utilized with all ad campaigns. These tools help determine which designs are most attractive to users, which copy will encourage the most clicks, and enable real-time personalization of site content for different users. Upon incorporating these additional tools, an organization may find that they don't need to track as much data as they initially thought. Qualitative data tools can help clarify the purpose of quantitative platforms, guiding an organization's focus toward monitoring the most critical metrics and dropping those that aren't necessary. This approach leads to a more robust understanding of end-users and their experiences with the brand. Understanding the terminology used within an organization's platforms is crucial for long-term success. It helps to determine when tracking certain things is appropriate and how to interpret the data once it's in the platform. This knowledge is essential for making the most of the collected and reported data. Tracking everything does not make an organization data-driven. Instead, it suggests a lack of awareness and effort required to become a truly data-driven organization. #DataDrivenOrganization #MarketingData #DataAnalytics #CustomerNeeds #KPIs #AnalyticsTools #QualitativeData #ABTesting #BusinessDecisions #DecisionMaking #DataOverload #InformationOverload #AnalyticsEvolution #AnalyticsPlatforms #QuantitativeData #Terminology #DataInterpretation

This blog is published on Entrepreneur in both English and Spanish Most of us have heard the famous quote: "Half my advertising spend is wasted; the trouble is, I don't know which half" (there is debate regarding the author). Unfortunately, decades later, many entrepreneurs, even the most analytically minded ones, still do not understand the effectiveness and efficiency of their advertising spending. Whether you are a single-employee company or a larger one, MMM is still an essential part of a marketing plan. What is marketing mix modeling (MMM)? Marketing (or media) mix modeling is a statistical analysis technique used to help measure the impact of promotional spending and external factors on sales and revenue. Activities that do not always sit in the marketing plan, like sales calls and press releases, can also be measured. Even the elusive to measure activities like influencers and brand partnerships can be part of the model. The equations will help determine how various expenditures contribute to different marketing objectives, such as traffic or sales. For example, MMM can assess how increased marketing spend on magazine ads affects overall sales. Because many external variables are part of the model, you can learn if the effects were from your efforts (ad spend) or other factors (competitive declines or something like a global health crisis). Marketing mix models often use two to three years' worth of data to factor in items such as seasonality and organic growth. The insights derived from marketing mix modeling can help you adapt your campaigns based on numerous factors. These insights help create an ideal campaign to drive engagement and sales. With each subsequent model, your advertising campaign can become more and more efficient. The model assigns numerical values for the efficiency and effectiveness of each media buy. Meaning, the model will be able to say something like: Overall marketing efforts accounted for 20% of company growth over the last three years. Of this, 60% was from paid search marketing (SEM), 20% was from social spending, 10% was pre-roll, and 10% was from TV. Further, the modeler can provide cost per acquisition values for each channel or strategy. Data like this helps create customer lifetime value calculations. These findings can allow you to determine the ROI of each of your strategies, help you allocate future spending and assist in developing sales forecasts. In short, MMM models make marketing accountable. Kraft first used MMM techniques in the 1960s and 1970s to assess optimal advertising placement for Jell-O. Kraft attempted to determine which parts of the country and which times of the year they should place their advertisements. They also wanted to look at ideal flighting times in each geographic region. Many marketers did not start using MMM on a large scale until a few decades later. Then, many consultants and companies popped up offering MMM and MTA (multi-touch attribution models). With the proliferation of data and other technological advances, MTA has become a preferred approach, alone or in conjunction with MMM. MTA models use seemingly endless amounts of data to track users through the customer journey to establish where to spend money. However, the bottom-up approaches used in MTA models have significant disadvantages, the enormous cost being one of them. Since these two models are typically marketed together, many entrepreneurs feel that MMM is out of their reach. Why is MMM advantageous to other approaches? MMM is privacy friendly. MMM is a top-down approach. Meaning, it does not start at the bottom, granular, customer-level like MTA or other attribution models. With data breaches and scams in the news daily, your customers likely do not want to think about being tracked through the entire buying process. More importantly, Google Chrome will eliminate third-party cookies worldwide by 2022. Safari and Firefox have already eliminated third-party cookies. A cookie-less world will not affect MMM. MMM can incorporate both offline and online (digital channels). As media has become more fragmented across more channels, MMM can be a tremendous asset for marketers. MTA models track clicks, so they must rely on click data and have weaknesses attributing offline data. Most companies today use a wide range of media tactics. It is essential to achieve the right reach and frequency of ads. A certain degree of layering different ad techniques from various media types is generally the most effective way to gain customers' attention and awareness. MMM is far superior to other approaches in terms of measuring different channels. MMM allows marketers to factor in external influencers such as seasonality, promotions, brand changes, varying creatives and unprecedented external conditions. If the data exists, it can be incorporated into an MMM model. As we have recently found by the worldwide pandemic and resulting economic conditions, no one is immune to environmental influences. These factors must be included in the modeling, or the results will not be accurate. MTA models cannot address external factors that are hard to quantify, such as brand equity, word-of-mouth, pricing, seasonality and competitor activities. MMM is also plainly more accessible and does not require extensive database integrations. You can run the model if you can hire the right internal or external resources to run the analyses. Other modeling techniques need data scientists to complete extensive data integrations. What are the challenges of MMM, and how should you overcome them? Media mix modeling is not without deficits. One would be how infrequent the results can be. Typically, companies get MMM reports every quarter or once a year because of the significant time needed to gather data and run the models. While this is a legitimate concern, I would argue that this is a disadvantage for MTA. MTA read-outs can be daily. However, as a marketer, you cannot adjust your promotional strategies frequently due to contracts with the media vendors. Nor should you want to change your plan that frequently. Rapid shifts in media strategy can risk alienating customers. Also, rapid shifts in promotional spending may mean that customers do not achieve the correct frequency level needed for a response. Further, MMM keeps organizations aware of broad trends and patterns over many years, especially in the external environment. I have never been a fan of rapidly shifting strategies. Even with the massive changes that we have lived through recently, changes should be made slowly and strategically. Another argument against MMM is the data granularity. With click data available via a tool like Google Analytics or MTA, executives can track a specific user's experience through the purchase journey. Therefore, MMM cannot focus on consumer experiences. However, for the entrepreneur with a limited budget (more on that later), an MMM coupled with a close eye on a Google Analytics account can fill in many gaps regarding granular data. How to use MMM No tool should be the sole technique to managing improvements in your marketing strategy. As with all measurement techniques, use MMM in conjunction with other techniques such as A/B testing, other forms of experiments and tests, surveys, creative testing and the different methods of click analyses. To be effective, combine MMM with additional tools to provide a unified marketing measurement. Specifically, a simplified sample measurement plan follows: Continual monitoring of Google Analytics and Google Ad Words, or similar tool that uses tagged tracking. Qualitative and quantitative new creative testing. A/B testing for new geographies or products. Surveys to assess brand health metrics. MMM once a year. By using MMM once a year, you can always have a top-down, holistic view of advertising's contribution over each season and many environmental conditions. A plan as discussed above will provide campaign insights regarding the efficiency and effectiveness of your spending. MMM will help you understand how various external factors (consumer trends, economic changes, health crises) and internal factors (PR, sales, creative) affect conversions. MMM will help you understand historical trends and the effects of seasonality. Brand positioning and creative messaging can be assessed, and their effectiveness can be directly measured. An MMM model produces a 20-40% improvement in spending efficiency and a 10% increase in marketing effectiveness. A large MMM/MTA company will charge you anywhere from $500,000 to upwards of $2 million. Consultants may charge anywhere from $10,000-$100,000 for a one-time model. However, it would help if you considered the outlay of cash against the savings. Assume a 10% annual savings from a model. So, the maximum recommended budget for an MMM model on a $1 million yearly advertising budget would be $100,000 (with $25,000-50,000 being an even more conservative maximum). You will likely want to continue having models run for you each year. The initial changes are likely to produce better results than subsequent changes. Because, hopefully, you are becoming more and more efficient with your spending. But you are likely to become more efficient at starting the modeling process and can reduce your consulting costs. Using an MMM and other advertising measurement techniques can help save significant money for a marketer with any promotional budget. It is one of those tools that most big companies know they need to have. Small entrepreneurs either think they cannot afford an MMM or are not aware of their value. This is simply not true. Marketing mix modeling is vital for companies of all sizes. #marketingmixmodeling #MMM #mediamixmodeling #advertisingefficiency #advertisingeffectiveness #ROI #marketingmeasurement #dataanalysis #marketingstrategy #digitalmarketing #offlineadvertising #seasonality #externalfactors #costperacquisition #customerlifetimevalue #marketingaccountability #marketinginsights #advertisingmeasurement #A/Btesting #createtesting #surveys #brandhealth #marketingbudget #smallbusinessmarketing #entrepreneurship

This blog is one of mine published on Entrepreneur: Brand equity or its value is based on how much profit a brand makes, how strong the brand is in comparison to the competitors and the role that the branding plays in the product purchase. A Nike logo matters for shoe purchases, a Keebler Elf matters a little, but not as much in cookie purchasing. The number one brand in the world, Apple, is presently worth $214 billion. Branding is the process of creating a name, logo, symbol, and personality to represent your product or service. Brands become valuable when customers associate high value and quality products or services with your brand. Branding is vital because it creates a memorable imprint on the consumers' brain that helps establish awareness and long-term loyalty. It provides a consistent image so consumers know what to expect. Satisfaction is based on meeting or exceeding expectations. A stable, positive image is essential. New entrepreneurs spend so much time building their new products that the importance of branding is often forgotten. The branding process can seem daunting for a new entrepreneur, but a few simple steps can start the process. 1. Establish a brand identity. Base your brand identity on the product's key value proposition, which is the number one reason why customers purchase your product or service. The proposition should be able to be stated in a clear, succinct manner. Base all subsequent communications on this image. Lyft stresses, "Rides in minutes," whereas Uber claims to be "The smartest way to get around." Thumbtack "helps you find experienced professionals." While conducting sales training, I found that veteran sales reps typically struggle to state their company's value position. The reps would usually report what product they sell, in feature-specific terms. For example, the reps would say, "We sell after-market automotive parts." They would struggle to say why the customers buy their product in value-specific terms. Instead, the value proposition should be, "We sell auto products that cannot be found anywhere else, to repair your antique and valuable vehicles easily and quickly." Value and quality always matter first and foremost. 2. Consider the look of the brand. Part of a brand identity involves the visual representation of it, which includes the logo, the colors, type font, and other design aspects. Research on the effects of color has shown that color is a critical aspect of branding. Between 62 and 90 percent of the customer's initial product assessment is based on color. For example, red represents power and energy, or passion and love, and green exemplifies nature, health, fertility, and good luck. These meanings are culturally based. Keep color consistent throughout your webpage and any social media you use so that customers associate these feelings with your brand. Font and logos can create a great deal of emotion. Google fonts is a library of 915 fonts, most of which are available for use with an open license. Many sites demonstrate the best Google Fonts to use. The most important thing is readability and accessibility. Creativity can lead to pretty, artistic fonts, but these are not as easy to read. Studies have found that Arial is easiest to read, but harder to read fonts, are more memorable because you have to slow down to read. Again, be consistent across all sites and postings. Make sure that that your branding strategies are distinct from competitors and memorable, like the Lyft mustaches. 3. Create brand awareness. Once you have your brand's value proposition and image, you can use the Internet to build awareness. Know where your target market is. Know what sites they frequent online and what influencers they follow. Some of these data can be found by merely spending time browsing and doing research. For any B2B business, customers likely use LinkedIn and trade associations or organizations unique to that industry. If you are looking to start an online catering service, your customer might be frequenting wedding websites or other party idea sites. Secondary data sources like Nielsen provide much of this information for a fee. Start producing content on your sites and as many external sites as possible that your target market might read. Produce as much different content as possible that may provide value to your customer. Give readers a reason to come back and learn more. Referring to the catering company example, discuss wedding planning topics at least weekly. Businesses that blog regularly get 97 percent more inbound business. Link to as many other social media channels that you can. Make it easy for other people to share or link to your material by using linking buttons. Press releases are especially useful and can increase your search ranking with Google. If appropriate to your company, post online videos and podcasts. The more you saturate the Internet, the more likely the customer can find your product. 4. Build trust, credibility and loyalty. Once you begin to establish your clientele, make sure you consistently provide outstanding customer service and products. Customers will come back time after time if you provide a quality product and add value. Create a referral program. Give customers rewards to bring more customers to you. This tactic works by both bringing in more customers and keeping your current customers happy because they are receiving added benefits. Promote your product by encouraging happy customers to rate your product and provide feedback online. As you continue to build your business, do not change your brand. Do not change the logo, slogan, or any part of your brand identity. You spent all this time and money building awareness and loyalty. Why would you intentionally throw that away? Changing the brand or re-branding will erode this value. Coca-Cola has the fifth most valuable brand in the world, and they have never changed their logo. PepsiCo is known for frequently changing their logo. While PepsiCo has the 22nd most valuable brand, its brand equity is $40 billion less than Coca-Cola. The only time it ever makes sense to rebrand is when a brand has been destroyed beyond repair (Valujet). If you think that changing your brand on a slumping product will improve your sales, you do not understand your business. Keep your customers engaged long term. Keep your conversations active and current so that customers want to participate in your communication efforts continually. The more people are involved, the more other people will want to be included due to social proof theory. Repeat customers spend 300 percent more on average than new customers. #branding #brandidentity #brandawareness #customerloyalty #brandequity #visualrepresentation #logodesign #colorpsychology #customerengagement #referralprogram #qualityproduct #outstandingcustomerservice #contentmarketing #onlinemarketing #socialmediamarketing

Brand guidelines are a crucial component of any successful branding strategy. They ensure consistency and coherence across all branding efforts, allowing customers to recognize and connect with your brand quickly. However, developing brand guidelines can be tricky, with many common pitfalls that can lead to inconsistencies and confusion. You will notice that none of the pitfalls include choosing the wrong fonts or colors, which is the one area that I have found companies spend exorbitant amounts of time and money. Save your money and think about brand guidelines in a more strategic manner. #1: Thinking about brand guidelines as a design/graphics document The number one pitfall I have seen with companies is treating brand guidelines as if they are entirely graphics documents. Brand guidelines should focus on design and strategy, with the strategy being the primary consideration. A successful branding strategy requires a strong visual identity that is consistent and recognizable across all channels and materials. However, a visual identity alone is not enough. Brand guidelines should also provide strategic direction on how to communicate your brand's values, messaging, and tone of voice. The strategic component of brand guidelines involves positioning and messaging. Positioning is a critical component of any branding strategy, as it defines how the brand will be perceived by its target audience. The positioning statement should describe the brand's unique value proposition, how it differs from competitors, and what benefits it offers to customers. The positioning statement should be clear, concise, and easily communicated to customers. Messaging is the language and communication strategy used to convey the brand's positioning and value proposition. Effective messaging should be consistent across all channels and materials and should be tailored to the target audience. The messaging should be clear, compelling, and easy to understand, and should resonate with customers on an emotional level. Brand documents' positioning and messaging sections typically include taglines, elevator pitches, key terms to be used, and words or phrases that should never be used. Once positioning and messaging have been established, this portion of the document can be delivered to the copywriter to ensure that the positioning and messaging are always communicated effectively. A strong visual identity is essential for creating a consistent brand image, but a well-defined strategy is equally important for communicating the brand's values and messaging in a consistent and compelling way. A comprehensive set of brand guidelines should address both design and strategy to ensure a successful branding strategy. #2: Lack of clarity and specificity One of the most significant pitfalls when developing brand guidelines is a lack of clarity and specificity. Your brand guidelines should provide clear and concise instructions on how to use your brand elements, such as logos, typography, and color palette. Vague or incomplete instructions can lead to inconsistent branding efforts and ultimately harm your brand's recognition and perception. To avoid this pitfall, be specific in your guidelines. Use concrete examples and provide detailed instructions on how to use your brand elements consistently across all platforms and materials. #3: Failure to prioritize Another common pitfall is failing to prioritize which brand elements are most important. This can lead to inconsistency in using your brand elements, with some elements receiving more attention than others. For example, your brand's primary logo may be used inconsistently across different materials, while secondary logos are given less attention. To avoid this pitfall, prioritize your brand elements based on their importance. Your brand's primary logo, color palette, and typography should be given the most attention and used consistently across all materials. Secondary elements, such as alternative logos or color variations, should be used sparingly and only when appropriate. #4: Ignoring brand consistency across different channels Another common pitfall is ignoring brand consistency across different channels. Your brand should be consistent across all channels, including your website, social media, print materials, and advertising. Failing to maintain consistency can lead to confusion and diminish your brand's recognition and perception. To avoid this pitfall, develop guidelines that are specific to each channel. Consider how your brand elements will be used on each channel and provide instructions on maintaining consistency across all channels. #5: Failure to update brand guidelines Finally, failing to update your brand guidelines can lead to inconsistencies and confusion over time. Your brand's visual identity may evolve, and new channels or materials may be added to your branding efforts. If your guidelines are not updated to reflect these changes, inconsistencies can arise. The strategy should remain relatively consistent. I have seen many executives fall into the trap of rebranding because they think that is what all companies should do. Well-planned and executed strategies can be timeless. Coca-Cola hasn't changed in over 100 years, and Pepsi constantly changes. Who has maintained the greater brand equity? Regularly review and update your brand guidelines as needed, but don’t change to be trendy. As your brand evolves, make sure your policies reflect these changes and provide clear instructions on using your brand elements consistently across all materials and channels. Developing brand guidelines is a critical component of any successful branding strategy. However, it can be a tricky process, with many common pitfalls that can lead to inconsistencies and confusion. By avoiding these common pitfalls and developing clear, specific, and up-to-date guidelines, you can ensure that your brand is consistently and coherently represented across all materials and channels. #BrandGuidelines #BrandingStrategy #VisualIdentity #Positioning #Messaging #BrandElements #BrandConsistency #UpdateGuidelines #StrategicBranding #BrandEquity