As the leader of your brand, it is up to you to determine the vision for your business, you are also the business leader. You are mission-control to successfully making that vision materialize. Be responsible for recognizing – and deciding how best to overcome – the barriers to your brand’s success.

One of the most powerful (and responsible) things you can do as a business leader is to get out of your own way.

The business leader and/or business owner holds a tremendous amount of power. You can be your brand’s greatest asset and its biggest backer. Critical to your mission, however, is not to become a barrier yourself.

During a conversation with a business owner and CEO of a $50M+ company, the CEO relayed that his largest client could not implement the programs offered to them because the necessary departments were not communicating with each other.

To overcome this hurdle, the CEO stepped in to facilitate meetings and interactions between his client’s departments. However, he was not getting paid for that time and taking on that role took him away from his own responsibilities.

When asked to provide my advice to this dilemma, my answer was simple: Don’t attend the meetings. If he did not attend the meetings, others would be forced to take on rightful ownership of their responsibilities, freeing the CEO to focus on his own responsibilities.

Here are four things to consider as a business leader in order to get (or stay!) out of your own way:

1. Build boundaries and bridges. Don’t put yourself in situations to be the point person when it is not your role. If you consistently play a role not meant for you lines become blurry and you increase your risk of burnout. You also risk not having the time and/or resources you need to be successful. Build a good team – in-house and/or through outsourcing. Then take a step back and let them fulfill their own roles.
2. Do it, delegate it or delete it. Does your to-do list continue to have the same thing on it week after week? Yes? Figure out why. If it is something that requires YOUR attention, do it. If it needs to get done but someone can or should complete it, delegate it. Maybe circumstances make completing a task unrealistic, undesirable or unnecessary – then, delete it. Procrastination is a barrier to productivity and to creativity.
3. Find your joy. Focus on the good contributions. Perhaps you work with a client who is abrasive. Understanding that he or she has a difficult job can help you avoid taking things personally. Look at the good things you are doing in your own role and the positive things the company is doing. If you focus only on the negative or get upset over the same things on a weekly basis, you prevent yourself from seeing the positives of your own – and others’ – contributions.
4. Celebrate success and forget failure. Failure is a necessary part of the process. Expect it. Embrace it. Learn from it. As a leader, failure should be empowering. Don’t let it get you down. Stop and acknowledge when you overcome it.
   

If you can get out of your own way, you may be your brand’s greatest asset. We have built a strong team and could be a powerful ally. Give us a call.

“One of the greatest rock songs ever written is ‘Stairway to Heaven’ [by Led Zeppelin]. ‘Yes, there are two paths you can go by, but in the long run, there’s still time to change the road you’re on.’ So, whatever’s wrong, whatever’s not working out, whatever you’re not happy with – in yourself or a situation – take the initiative and fix it.” – Shaun Breidbart, comedian and executive director, The Ivy League of Comedy

As you choreograph your brand’s 2019 marketing plans, press pause if the same old song and dance is on repeat – particularly in the following four areas. A remix (and the addition of instrumental help) may be your brand’s ticket to achieving rock star status.

1. “Let it Go.” Turn Over Control of Social Media.

Time is money. Social media marketing isn’t just about increasing sales. It is storytelling. It is about consistent connection with your target audience. For social media to truly boost your brand, dedicated time to engage with your audience regularly – in real time – is crucial. You can’t press pause for vacations, trade shows or weekends.

Mistakes are costly. Social media management is customer service. In the absence of a solid social media strategy – and someone experienced to execute it – mistakes are likely. Poor customer service leads consumers to give brands the freeze-out.

The person/company managing your brand’s social media is its agent, tour manager and promoter all rolled into one. Outsourcing those managerial duties gains you an experienced professional who knows the ins and outs of social media.  This frees you up to focus on other areas of your performance.

2. “What are You Waiting For?” Take the marketing plan off the back burner.

Leaders must understand the importance of brand marketing. As we’ve said before, we love partnering with business leaders on single release initiatives. But to avoid being a one-hit wonder, a brand needs a solid marketing plan to complement their strategic plan.

If the creation or implementation of a marketing plan is left “Standing Outside the Fire” you will have no plan. If you have no plan, you will have no direction. Without direction you won’t have consistency – leaving your brand running “Against the Wind” to build consumer trust.

3. “Breakaway.” Transform garage band marketing to unique, memorable content.

Having a website is great, but customers believe “What You Get Is What You See.” Are you getting the veto vote because your marketing is lacking? How do you look when going up against competition? Are potential clients trying unsuccessfully to validate you?

Bands wanting to become famous must promote themselves to make the right connections to boost their profile. Likewise, your marketing must make meaningful connections to your brand. You can bang those drums “All Night Long” but that alone won’t help you advance. You must have someone in your corner to successfully influence the interest of others.

4. “Shake It Off.” Say Goodbye to Gmail.

Excellent email communication is now a required piece of good customer service. Here are 3 reasons you should say goodbye to Gmail:

• Your email address and content represent ‘how you look’ in the online world. Having a business email address with your company’s domain name is judged as professional. Business emails sent through Gmail raise doubts about your credibility.
• An email account contains confidential business information. Using Gmail does not afford you the luxury of controlling whether employees utilize that information appropriately.
• Gmail does not allow you to integrate your brand’s logo and colors to your email messages to make them more consistent and memorable. This renders it ineffective as a marketing tool.

You are “The Leader of the Band.” No one knows your brand better than you. It is ultimately up to you to determine your vision and whether your current track is helping that vision materialize. We are here to help you rock!

Everything is bigger in Texas! This includes the opportunities for small business owners and entrepreneurs to network and learn from each other. One of these opportunities – the Governor’s Small Business Women’s Forum – was recently held locally in partnership with the National Association of Women Business Owners, Arlington Chamber of Commerce and Workforce Solutions for Tarrant County.

There, as part of a digital marketing panel alongside other local business owners (including Kalyn Asher, president of our fabulous client Asher Media, Inc.), I had the honor of presenting tips from the Porch on integrating your digital marketing with your brand strategy. Now, I get to share them with you rockin’ readers, too!

Brand Identity

1. First, build a strong brand identity. The foundation of your brand strategy is your brand architecture.

Brand architecture is built on the following pillars:

• Vision – Determine who you are and who/what you aspire to be as a company.
• Personality – The human personality traits that describe how you want to be known.
• Positioning – The place your brand occupies in the mind of your target audience.
• Affiliation – What you want other people to think of and associate with your company.

Strong brands have three main attributes. We like to call them “The Three C’s”:

• Connection – Brands that cultivate loyalty connect with their target audiences. Consumers care about what your brand stands for.
• Conviction – Everyone in the company needs to believe that the brand is important.  They need to know that the company brand stands for a specific and important promise. Company leaders need to understand the brand, articulate it clearly and champion it internally.
• Consistency – Brand consistency equals earning consistency. Be consistent with your look and message. Deliver on your brand promise at every touch point.

Content is Key

2. Create quality, engaging digital content. The foundation of your digital marketing strategy is having content you can utilize consistently as part of your overall brand strategy.

Another key thing to remember are the three “C’s” of content. Your digital marketing content should be:

• Customized. According to The Content Council, 61% of consumers say they feel better about a company that delivers custom online content.  Also, they are more likely to buy from companies that deliver customized content. Nielsen’s 2018 Total Audience Report shows American adults spend nearly half of their day online looking at content. Most consumers liked custom content for brand engagement. Know your audience. Use the power of personalization to your advantage.
• Creative. Create customized content. Keep your content consistent in your brand guidelines but try to push the boundaries of your brand and voice.
• Cohesive. The customized content you create should be repurposed across platforms and networks.  But remember, repurposed does not mean identical.  Your content should not look the same or say the same thing across different channels.

Don’t Forget Email Marketing

3. Finally, do not underestimate the power of email marketing. It is cost-effective and allows you to easily create different journeys for different groups content-wise.

Customize your email content so that it is personal.  This goes beyond simply including users’ names.

Make your marketing emails skim-friendly. Emails should have a clear call to action and purpose. The less effort and time required for interaction, the better.

In conclusion, if you want to rock a bigger, better brand, start with a strong foundation. Integrate your customized, creative and cohesive digital marketing to connect with your audience.  Remember: Consistency is key.

Continuing in the pattern of marketing and travel metaphors, let’s look at the itinerary for your marketing efforts: your brand.

Is your brand getting you to where you want to go? If its not, maybe its time for a brand audit.

“Businesses don’t own their own brand, they are custodians of it.” – Small Business Marketing Expert Dee Blick.

A brand audit looks at:

• Current brand identity – This includes your logo, tagline, key messages, style guidebook, features/benefits, and color palette.
• Digital/social presence – Is your website easy to navigate? If your company has an ecommerce component, is it easy to purchase items from your site? Is your site optimized for SEO and is it mobile responsive?
• Electronic marketing – This includes your company blog, email marketing, and e-newsletters. (Email marketing gets a bad reputation these days but remains one of the most effective ways to reach your customer and increase your business.)

And the list goes on. Everything is a touchpoint: your collateral, your website, the way the receptionist answers the phone.

Ask yourself, “Does this resonate with our current customer? Does it resonate with new customers we want to pursue? Are these efforts in alignment with one another?”

A few years ago, Front Porch did a brand audit for The Remac Group, the parent company of four shoe and women’s apparel brands: J. Renee, Kay Unger, Phoebe and L’Amour Des Pieds. We looked at all four labels from top-to-bottom, looking for cohesion, consistency and alignment with business goals.

Want to know the results? Give us a call and we love to share more.

Even if you know you need to overhaul your brand, it would still benefit your company to conduct an audit. After all, if you don’t know where you’ve been, how do you know where you’re going?

How brand ambassadors are re-defining influencer marketing.

In today’s market, college students hold a considerable (and growing) amount of purchasing power. How does a brand target these highly-coveted consumers? Create brand ambassadors.

What is a Brand Ambassador?

Brand ambassadors are a component of influencer marketing.  Typically, they are employed to promote a company’s products and brand personality in their communities. Whether this is in-person or through social media, these ambassadors are generating valuable word-of-mouth impressions. Per research published on Invesp, word-of-mouth impressions create 500 percent more sales than paid media impressions. Nearly 90 percent of consumers report that they are more likely to give their hard-earned cash to a brand recommended by a friend.

Ambassadors are becoming increasingly prevalent, especially on social media platforms, such as Instagram.  Typically, an ambassador will post a photo featuring a product sent to them by a company. Ambassadors often explain the product and brand in the photo’s caption. They also include a special discount code for their followers to apply to online purchases.

Photo by Jens Johnsson on Unsplash

Brands on Campus: Why They Work

Influencer marketing is also common on college campuses.  I have seen ambassadors for companies such as Red Bull, Kind Bar and Bumble at UT Austin. They understand the immense purchasing power of students, especially due to mobile purchasing, and want to reach them in as many ways as possible. Brand reps often give away swag, free products, and sponsor campus events.

Millennials are interested in building their online presence through social media.  They are willing to feature exciting products for companies with little in return. Though ambassadors are not paid, there are many perks to their ‘job’. These include free products, access to brand-sponsored events and networking opportunities throughout the industry.

The True Value of Ambassadors

Brand ambassadors have proven valuable to the companies they represent as well. They increase a company’s social presence by constant content generation. They also provide consumer feedback, personally and from their peers. Companies value this insight from their most-coveted target market.

When I return to school in the fall, I expect to see many brand ambassadors on campus. Some of my favorite past examples include when Kind Bar gave students free breakfast bars during finals week. Express ambassadors, or students part of ‘Express U’, set up tables on campus to showcase the clothing company’s newest products.

I can’t wait to see how brands show up on campus this school year!

How do you know when its time to rebrand?  Maybe you know that something is not quite right about your brand strategy. Perhaps your brochure copy sounds a little clunky and stale. Or your logo does not render well on mobile devices. Maybe the overall design of your website seems, well, old.

A rebrand can be a time-consuming (and potentially expensive) process.  Before you jump in, ask yourself a few key questions.

Photo by Austin Chan on Unsplash

Does your brand look dated?

Design trends come and go. What worked for your company in say, 2006, might not work for your company now – especially if part of the crux of your business is offering the latest technology or ideas. The Apple logo is a perfect example.

Has your product or service changed?

Where you started out as a company might not be where you are now. A few years and a couple pivots later, your company might offer a totally different set of products or services. Does your brand reflect everything you offer today?

When Amazon first started, they were an online purveyor of books. Now they are an online (and offline) purveyor of everything. And their brand has evolved to reflect that change.

Has your customer changed?

Kids these days. With the hair, and the clothes, and their insistence on disposable furniture… Now, before we jump on the “Millenials ruin everything” bandwagon, consider this:

• Less than 60% of Americans live in the same state they were born in. That may seem like a lot, but according to US Census Data, it was almost 70% in 1950.
• People born between 1990 and 2000 are now more than 2.4 times more likely than the average American to be paying off student loans, and have a median income of $24,973; older millennials’ median income is still just $47,854.

How One Generation Changed The Way We Think About Furniture. Buzzfeed.com 

I can see why Millenials would prefer to buy a dresser from Ikea, rather then a matching bedroom set from their local furniture store.

Have your customer’s tastes and aspirations changed? How do they like to communicate? Does your brand speak to where your customer is now, or where they were 20 years ago?

Ultimately, when your brand doesn’t reflect who you are, it’s time to make a change. Is it time for a rebrand?

Ah … summer approaches with new business happenings and the sounds of the beach in our ears. We love this time of year on the Porch. The days are long, the sound of little Porch Rockers fills the air and we feel a summer six pack is in order!

Friends, are you ready for summer?

Pull up a chair, will you?

Our Summer Six Pack of New Business Happenings:

Dr. Stephen Covey taught us to, “Diagnose before you prescribe,” which is a simplified reason why you need internal research for your business. Also, the adage, “You don’t know what you don’t know.”

The internal research process in a branding or re-branding effort gives an honest evaluation via an outside, unbiased third party of your strengths and weaknesses so you can dig into your brand’s core.

After all, the worst thing you can do for your brand is to market a promise that can’t be delivered.

Is there another way for you to know that your brand strategy, promise, positioning and message are going to be on target?

Internal Research On Target

Internal research allows us the ability to monitor quantitative and qualitative results and provides a foundation for our decisions. It removes personal bias and places the focus on tangible data.

The internal research process also builds internal alignment and engagement. Folks take ownership of your brand’s progression. Your team becomes brand champions.

Here’s a glimpse into questions we ask during internal research:

1. Tell me about yourself and your specific role within the company?
2. How long have you been with INSERT BRAND?
3. What do you believe current customers/clients think of INSERT BRAND?
4. What does INSERT BRAND do for customers/clients that others do not?

Not rocket surgery or brain science? Now, why would we put that bit on our blog and share on social media?

We on the Porch know a thing or two about internal research. Our seasoned, experienced team has been in-house as corporate, regional and field marketing as well as been in leadership positions at global and local agencies.

Think of us as your marketing department. We can help with branding. Our team can develop marketing strategies and plans. Our experts also execute on an on-going or project basis – website updates, identity refreshes, collateral development, advertising campaigns, event and trade show management and execution, email marketing, social media and so on and so on.

“Cuz you know what they say:” Here in the South, we don’t hide crazy. We parade it around the front porch and give it a cocktail.

In 2000, when I was young and an idealist, I was working at an agency. The principal there had a mantra: “In marketing there are three ways to do things – good, fast and cheap – you can pick two.”

I didn’t get it, and for years, I tried to prove the pick two mantra wrong, without success.

Today, and hundreds of projects later, here is my official acquiescence and nod to the marketing professional that laid this out so succinctly.

The mantra is true. You cannot achieve good, fast and cheap. You must pick two.

I find this mantra is true across many spectrums. Case in point: I love to cook. Let’s take this approach and apply it to cooking:

Weekday dinners at the Hickman Home

• Good and Cheap: BBQ smoked chicken thighs with roasted root vegetables, 4 hours, $3 per serving
• Fast and Good: Cauliflower rice veggie bowl with turkey, 30 minutes, $5.50 per serving
• Cheap and Fast: Macaroni and Cheese with canned chicken, 15 minutes and $.87 per serving

Not into cooking? Apply it to your passion and see how it holds up.

Here are some recent projects on the Porch where the mantra held true:

• Good and Cheap: The GEM social media strategy which leverages optimal posting times and post sharing. We have been successful keeping social media channels current, fresh and relevant – all while meeting budget.
• Fast and Good: TodoModo Group trade show in December. With a two-week turnaround, we lovingly call this our Holiday marketing miracle.
• Cheap and Fast: “Not good” is not okay with us. Recently a prospect’s budget and timing didn’t work, and while we were grateful for the opportunity, we graciously declined.

We are tenured professionals dedicated to your business. We’ve run the course of projects from marketing strategy and planning, brand development, brand refresh, global internal and external communications, CSR, sustainability, operations in retail, fashion, real estate, restaurants, construction and more. We’ve got you covered with experience and expertise.

Join us on the Porch! Pick your two and let’s rock!

Spring has sprung and Q1 2017 branding and marketing is about to come to end, friends! We love the feel of the sun on our shoulders, all the blooming going on around us, and the hopeful smile that the season puts on our faces! We are happy and excited about, well, everything!

Here is what we have to share:

We’re Having a Contest!

As you know, we are celebrating our sixth year in business with our own version of “Pick Six.” Well this month, in celebration of spring and our giving spirit, we are taking the Pick Six to you, our clients and friends! Be among the first six to reply “Please Rock My World” and you will receive six free social media posts for your business on one social media platform of your choice!

• Six Winners
• Six Free Rockin’ Social Media Posts
• Six Expert Rockers posting
• Six Days in April
• Winners will be contacted on April 6th!

Front Porch Marketing Q1 2017 Branding & Marketing Review

April is the absolute perfect time to review your Q1 branding and marketing efforts. Are you meeting your goals? If not, it’s time to quickly re-collaborate for Q2. Here is a refresher on metrics vs. analytics. Call us if you need to take an objective look at your results.

SEO and PPC Benefits

When it comes to boosting traffic to your website, Search Engine Optimization (SEO) and Pay Per Click (PPC) are hugely beneficial. Need further convincing? Call us. We would love to chat about it. We are currently rockin’ it for our new clients OLLI at UNT and Women’s Business Council Southwest and loving every minute of it!

Fresh Branding and Marketing Initiatives

Spring into your next marketing initiative with a fresh brand look and feel. Why not update your marketing material creative and messaging? We are proud to partner with new client Owens Machine and Tool Company to do just that for a recent trade show.

Texas CEOs Rock!

Our Chief Rocker heard a refreshing and uplifting outlook on the Texas economy for 2017 and 2018 recently at the 2017 Vistage Executive Summit by Alex Chausovksy, senior analyst, ITR Economics. Also at the Vistage Summit, Roy Spence, co-founder and chairman, GSD&M, shared key insights and lessons from legendary, purpose-inspired leaders he’s worked with over the years. He presented actionable ideas to inform making decisions that support your Core Purpose. Decisions that build a business—and a life—of success.

As Always …

We are grateful for so many things – a Q1 2017 branding and marketing jam, our rockin’ team, amazing clients, faithful advocates, collaborative partners and truly great friends. Thank you for the many referrals! Keep them coming!

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