Your Brand in 2021: Front Porch Marketing has seen an interesting client trend this past year, especially in the second half. Many entrepreneurial brand companies have decided that 2020 – and indeed 2021 – is a good time to double down their brand. They want to really dig in, define their brand and differentiate themselves from their competition. Even big corporate companies, like Burger King, have rebranded, seeking to better define their mission and vision going forward.
If you step back and take a look at your brand with the fresh eyes of 2021, does it look like the company you envisioned when you started? Likely, your brand has evolved and so have you. Does your current branding reflect where you want to be in 5 years with your company or even where you are now, or is it trapped in the past? Maybe it’s time to graduate your branding.
Your Brand in 2021: Envision, Evolve, Emerge
Are you adequately featuring your new products or services? Are you communicating your most compelling benefit? Does your brand look legit, grown-up, like a serious brand that does serious business? Don’t get the veto vote from a customer or a partner business because your brand is not getting taken seriously. You know you can do the job…make sure your branding speaks that truth this year.
Branding – and the digital marketing that embodies branding – has become more important than ever. Your customers and clients are getting bombarded with texts and emails from business service providers to retailers. Ask yourself “why should they read mine?”
What do you stand for?
Do you know what your company’s biggest benefit to your customer is? Do you know how each of your products or services add value to their lives, make their lives easier or answer their questions? Does the tone of voice you use resonate with your customer, and instill loyalty to your brand?
If you don’t know the answers to some of these questions, 2021 might be the year you think about doubling down on your brand. What DO you stand for? What is your mission? As part of your Marketing for 2021, branding can help you answer all of these questions and more, leaving you with a clear map of where to take your business next and how to get there. Branding gives you the platform and parameters to deliver tangible solutions to your customer. We’ve seen the excitement and commitment of more than half a dozen of our own clients rebranding for the future, in just the past six months.
Don’t just work IN your business, work ON your business.
Branding is not just about looks though, it is also about strategy and tactics. What are you going to say, and where are you going to say it are key. You need to be cohesive and coherent in your messaging, as well as look professional. Small businesses often fall down thinking they can “do it themselves” with marketing but without a marketing background – from logo design to social media to PR. Often, they are holding themselves back because they are too busy working IN their business and to work ON their business.
So double down on your brand this year – strengthen your commitment to your particular strategy or course of action. Become more tenacious and resolute in your bringing your brand vision into 2021 and beyond.
Reflecting on the past year, we are so grateful for courageous, fearless business leaders. We continue to be inspired by those who bravely carried on in 2020. Grit and gumption.
Cheers to those leaders who showed up. Those who made the most out homeschool, while working or not, closures, pivots, business opportunities and personal and professional loss.
Earlier in the year, I watched no TV. I read only the daily work related briefs and blogs.
However, in the later part of the year, I read a good chunk of mindless trash. This is how I escape. Reading fiction, mostly murder mysteries and romance novels.
The two personal and professional development books I did read were life changing for me. Leaders must read. One was this. The other was Brene Brown’s Braving the Wilderness. I read it twice in the past two months.
Leaders will brave the new year.
How?
Do you. Brown talks about praying and cussing. Those who know me will not be surprised I love this. She talks about not being moved. Doing work in an honest way that is true to yourself. Leaders, time to truly support each other. I let others “do you.” And, I do me. Belong to yourself. ” … brave the wilderness of uncertainty, vulnerability and criticism.”
Speak truth to bullshit. Do not shut down. In other words, that is the easy road. Leaders do not avoid communication. Learn more about others. Even if we still disagree, at least we engaged in meaningful conversation. We have a deepened mutual understanding. However, at all costs, be civil.
Strong back. Soft front. The latter is most challenging for me. No more armored front. I will stay open. Leaders are comfortable with vulnerability. “A soft and open front is not being weak; it’s being brave, it’s being the wilderness.” Eeeek … here goes. I can do it.
Be fearless. I am a Goldman Sachs 10,000 Small Businesses program alum. The experience was life changing. My co-hort continues to inspire me. My growth group was named, “The Fearless Five.” Coincidence? “Fear is how we got here.” Fear and blame. Own your pain. Do not inflict pain on others. Be fucking fearless.
Read the book. It is worth your time.
And, in conclusion, I am driven to make this my best year, for me and my family, business, team, clients, community, country and world.
And here we are at the end of 2020. Last year’s reflections focused on time and community. At the end of 2019, we encouraged you to spend the first year of this new decade in community with others and in the company of those you love. Little did we know how life-altering 2020 would prove to be.
This is the year of the letter “I.” 2020 has not been idyllic, but it has been, for better or worse, impactful. First, it has been isolating. But, 2020 has illuminated how important people and community are, and how much we take for granted in our modernized world.
2020 highlighted the fact that we are all imperfect people who could use a little extra kindness and grace extended toward us.
It’s been a year of incredible innovation and imagination to say the least. How did this happen? Industrious people were required to slow down and indulge in the company of those closest to them while requiring others to be indefatigable in their care of others.
So we hope these reflections lift your spirits and provide hope and inspiration for a brighter 2021.
Chief Rocker Julie Porter
For me, 2020 was always going to be a monumental year. I anticipated significant changes in my personal life. But I never would have imagined how quickly and continuously my family would have to adjust our plans and expectations.
From a personal perspective:
My son graduated from high school during COVID. Bands of angels are singing that it happened. Then, his school, as did most others, adjusted their plans to provide a wonderful graduation celebration.
Yes, he also left the nest and began his freshman year of college. Now, he’s more than 1,000 miles away. No amount of planning could have prepared me for this. So I simply miss him. My heart yearns for his presence every single day. Yet, I am so proud of him. Of course, he has acclimated brilliantly to his school in a different state, even without the usual opportunities to build new relationships.
Next, I quickly learned I should not quit my day job in favor of becoming an elementary school teacher. Actually, I would be awful (and miserable!) at it. My daughter, an extrovert, began learning online after Spring Break 2020. Homeschooling isn’t for either of us. As a result, I could never be more thankful for those blessed with the ability and passion for teaching.
And finally, my husband, employed with the same company for 19 years, left his job. That could be a whole blog post itself.
From a business perspective:
This year, I have marveled at the Front Porch Marketing team. Their talent, attitude, dedication, collaboration, innovation and work ethic are unmatched.
Honestly I don’t know what I have done to receive them as one of my many blessings. They are the best.
So 2020 was a reminder we need to let people do their thing. I often said to our team members, “You do you. I will do me. There is no judgment.”
Inspiration has come from business owners and leaders who pivoted, rebranded and/or valiantly stayed the course. Hence, I am grateful many have realized the power of branding and marketing in growing and saving their businesses.
Mid-March, I wasn’t sure what would happen to Front Porch Marketing. What would happen to our clients’ businesses? Where would new business come from?
Every year brings new lessons. 2019 was hard for my family because of a personal loss. It made us stronger ~ my family, my business and me. Thus, I am grateful for the strength I gained and could rely upon this year. Looking forward, I am hopeful for the opportunity 2021 holds. May we continue to be the light. Always find the joy.
Media Rock Christine Finnegan
2020 was a pivotal year in my life. To start, I had to take hold of my family’s well-being like never before. This was more about a mindset than physical acts, particularly with college-aged sons. Their emotional framework was dictated by how I was reacting to our world, as we knew it, changing seemingly overnight.
Consequently, my sons and I operated as a unit and, as such, our already strong bond increased to a new level. So 2020 made me more resilient. I hold the ones I love closer and tighter. In some ways, I am going to miss the closeness the quarantine afforded my sons and me.
Rock Star Vanessa Hickman
One special outcome from the year is gratitude for all the things! Big things, small things and everything in-between. Bigger and better appreciation for simple creature comforts (toilet paper), ability to provide for our kids, travel and go to school.
Separation intensifies love, so my case-study of one validates absence makes the heart grow fonder. This year brought great appreciation for missed events, gatherings and people. It really put a spotlight on our priorities and was a reset on how and where we spend our time.
We are more grateful for our family, friends, community, healthcare providers, food suppliers, teachers, delivery drivers, and leaders than ever before.
We continue to be amazed by our community’s resilience, resourcefulness and ability to keep going with a positive attitude. It is always good when your blessings are bigger than your bummers and that is how we are wrapping up the year and to that we give thanks!
Rock Collector Alison Moreno
In such a turbulent year, I have found that being grateful for the small things helped me find more moments of peace. First, making a concerted effort to find joy in the everyday helped me to recognize I was able to spend extra time with family. I could learn new skills, enjoy being outside on a beautiful day and work with wonderful people. In these things I have found healing in gratitude and I am going into the new year knowing there is always good around us – we just have to look for it.
Intern Allison Corona Del Cid
2020 has been filled with challenges. But it has also been a true blessing to spend this year growing closer to my family, friends and faith. And I am truly appreciative of my FPM family and the joy they get from our clients’ successes. So here is to a new year! My biggest wish is for health, happiness and hope for all.
Swiss Army Rock Lea Ann Allen
2020 – the year that seems to have taken away so much from so many. On paper, it meant job loss, isolation, breast cancer and a pandemic. But I choose to acknowledge that this is the year I have realized a lifelong dream I never thought was possible. After a 30+ year career as a female creative, I am finally doing work that I am good at doing. And it is work that I love doing – for and with kind people who value me.
Now I work exclusively with women-owned businesses like Front Porch Marketing. Women have always been strong. This year, for the benefit those around them, women across the world have had to take on additional roles and shoulder heavier burdens. It surprises me not at all that women are persevering and creating work for others: recommending each other, lifting each other up and keeping each other afloat. In short, 2020 has been a year of incredible strength and resilience on everyone’s part.
Lil’ Rock Maria Gregorio
This year did not go according to plan. But, as Julie always says, “Be the light.” I choose to shine a light on the good things:
My niece, Elise, was born in November. She’s a few weeks old and doing great.
I have a job that I like and that I’m good at doing. (If someone told me as a kid that I would make a living with my creativity, I’m not sure I would have believed them.)
I have great friends and family. They are all people with whom I can share the good stuff and the bad stuff.
I am grateful for what I have because it’s a lot. It’s a lot.
From All of Us on the Porch: Let Your Light Shine, Friends
Finding joy is the overarching theme at my daughter’s school.
It is perfect as children are good at finding joy in the simplest of things. It is also a reminder to find joy throughout the day. Yet, in the busyness of our professional lives, practicing gratitude often takes a backseat. As enter the Thanksgiving season, what if we took the time to find joy in the most miniscule of things each day?
Practicing gratefulness is particularly important for business leaders in challenging times. Research shows that an attitude of gratitude can mean fewer sick days and higher job satisfaction rates. It is easy to appreciate that both of those things help the bottom line.
“Great things are done by a series of small things brought together.”
~Vincent Van Gogh
Start by finding the positives.
Was that presentation you’ve worked on for a month canceled at the last minute? Great! Now you have time to connect with a coworker or to make the call you have been putting off. Was a meeting called unexpectedly? No problem. Now you can grab that extra cup of coffee while you listen to a presentation.
Uplift yourself. Each day give thanks for one very small thing or accomplishment. Start daily and increase from there, consistently giving thanks for things that may seem miniscule.
Show simple appreciation. We all like to know our time is valued. Give thanks to your team for simple things. This can include changing the copy paper or hopping on a call at the last-minute. Pay attention. Check in with your team often to let them know you care. Celebrate any and all successes, no matter how small. If they are out of sorts one day, drop them a quick note to let them know you appreciate their work. Circle back often.
There is power in the art of incorporating gestures into your day-to-day life!
What do customer experience and gestures have in common? They both speak volumes about your brand as a company and your brand as a person.
From giving a smile to a customer to going the extra mile for a coworker, the art of showing a kind gesture to others has been lost in the haze of living in an individualistic generation. We live from day-to-day with a driven focus of going to the next best thing as soon as we have finished a task. Although this is a productive use of time it strips away the opportunities to foster a healthy and interactive workspace or home space.
Whether it’s a work-related task or a personal task, there is beauty in slowing down once in a while and appreciating the little things and people in your life. This beauty can be seen in the relationship-building that occurs with customers or partnered companies or even neighbors. Although there should be a focus on the task at hand there should also be a focus on the art of gestures. For example, buying a customer dinner before a meeting, finding out a partner is confused about a contract and offering your help, or even sending flowers to a neighbor who is having a hard week.
Regardless of the line of work you do, gestures go a long way. Today, I want to help you improve your customer’s experiences through the art of gestures with three easy steps.
First Step:
Become in tune with your surroundings. You’d be surprised at how much you miss when your eyes are locked on a screen or on a task at hand. There are relationships you could be building with a potential customer you may have never noticed or with a passing stranger who may need help bringing their groceries into the car. With a simple smile or extra hand – your gesture has great power to turn someone’s day around.
Second Step:
Put yourself in the shoes of others. Imagine this: you have a hard day at work and feel so overwhelmed because everything seems to be going wrong. From being late to a meeting to finding out your computer didn’t save the work you had spent hours working on the night before – you feel defeated.
With low spirits, you head back to your desk. Only to find that someone has left you a cup of your favorite coffee and an encouragement note! The note acknowledges the hard work you’ve been putting in all day. Suddenly, the day seems to be not as bad as you thought. You smile and get a surge of motivation to finish the end of the day on a sweeter note.
Something so small can be so big for someone who may not realize they needed that gesture. From a cup of joe to an encouragement note, think about what you may need if you were in another person’s shoes. It may be the start of a beautiful friendship or a fantastic customer experience!
Third Step:
Incorporate words of affirmation into your everyday conversations. Take the time to give a shout out on someone’s hard work or encourage a client who is feeling overwhelmed. It takes only seconds to brighten someone’s day.
Conclusion
No matter where you are, a gesture has the capability to mean the world to someone. You have the power to make a positive difference in someone’s life. Challenge yourself to make that difference and pursue an art that can be found through you.
Curbside Sales for restaurants and retailers appear to be here to stay – so think upselling, at least for a while. Your customers still crave your product. But, they want to enjoy the purchase and the consumption of it in their own homes. The simplest way to keep retail and restaurant doors open is curbside service.
Rather than shopping in your store, customers can order on line or by phone. Then, they can swing by your store as you bring their package to their car. Instead of dining in your restaurant this evening, customers are calling in their order. The customer then pulls up to your curb 15-20 minutes later ready to take their meal home.
Curbside pick-up – partnered with on-line or phone ordering – gives restaurants and retailers an effective way to keep selling. Indeed when things open back up again, this is also a new way to increase sales to an additional audience beyond the traditional in-store or in-restaurant customer.
Pick-up is not a new practice, but it is one that has been quickly honed during the pandemic.
There are best practices for curbside sales that will benefit both the customer and the business owner. Keep in mind that the easier you make things for your currently stressed-out customer, the more likely they are to return for this convenience again and again.
Get ready for curbside pick-up by optimizing your website and social media
Get your website, customer email and social media up to speed. Make sure your customers know you offer curbside service and how that works is a way of upselling. Put this information on the homepage of your site. Build a separate landing page for curbside and link to that on your social platforms. Zanata Restaurant in Rockwall added a pop-up talking about Curbside Pick-up on its homepage.
Remind customers weekly on social about curbside service. Consider having a weekly curbside special with a great photo of the item and the deal.
Build community with your customers. Encourage them to take a picture of their purchase (food or clothing or whatever it is) and tag your store on social media. Then you in turn repost their picture thanking them publicly. This is called “User Generated Content” and is a best practice by big and small brands alike.
Make the ordering process easy for everyone
When customers are ready to order, provide an on-site phone number for the customer to call or text to let you know that they are at your curb ready to pick up their order.
Process payments in advance either on the phone or via your website or app. Keep the transaction at the curbside swift and contactless. If you must transact at the curb invest in a mobile card processor.
At the time of order, ask your customer for their type and color of car picking up, and a description of the driver for clear instructions to deliver the right order to the right car.
Designate a parking space or a specific spot as the curb service pickup area. Mark this area with signage that has clear instructions and the on-site phone number for the customer to call once they have arrived.
Create a designated table inside to place curbside orders to streamline delivery during busy times. Have plastic ware, extra sauces, etc here to add to bags for food orders. Add tissue and gift bags here for retail merchandise.
If you have the outside space to create a pop-up drive thru, this format can make things easier for both the customer and the business for upselling. Emporium Pies in Bishop Arts District built a pop-up “Pie-Thru.” Customers get pie without leaving their cars, mimicking their famous long line of people waiting to get pie on any given weekend.
Upselling: Keep them coming back for more
Restaurants: include an order menu in the bag with the take-away food to make it easy for the customer to order again. Hand write a thank you note on the menu. Let the customer know how much their order meant.
Ask the customer if they’d like to add a gift card to their purchase to either use next time, or to share with a friend. Or, if the customer hits a certain dollar amount on an order, add a gift card to the order as a thank you. This gift card will act as a bounce back for them to return to your store again.
Invest in higher quality to-go containers to maintain integrity of your dishes. Presentation and temperature are still important. Big Al’s Smokehouse BBQ packages every to-go order in tamper-proof, sealed packaging. Consider branding your to-go packaging with stickers or hand-written “Thank Yous.” Adding stickers with your store’s logo and phone number or website helps remind customers how to find you.
Think outside the to-go box for upselling
Consider narrowing the selection of items to your restaurant’s most popular items to offer curbside to streamline delivery.
Offer Family Meals versions of your most popular items. Make it easier for families to just order the “Daily Family Meal for Four” for instance.
Package an appetizer-entrée-dessert. This is an easy to pick-up choice. Switch out this special weekly to allow for local availability of ingredients or a chance to use up what’s on hand.
And of course, have staff deliver bags or packages to customers’ cars wearing branded masks.
Add the ability for the customer to add grocery basics to their order: milk, eggs, butter, bread, fresh veggies. Saving them an extra trip to a store can earn you a more loyal customer.
Go above and beyond to offer an experience while they wait
Live music outside adds enjoyment when guests come to pick up their order.
Some restaurants, depending on TABC laws, offer drinks to go to sip on while you wait for your order.
Customers can order ingredients for one of your signature dishes with instructions to learn how to make it themselves at home. Some restaurants have even staged events. Consumers buy the ingredients kit and then tune into a Zoom with the chef to make from home.
There are more North Texas restaurants good to go best practices for how to do curbside service right by upselling. And there are several ideas for optimizing the outdoor space you do have. Re-imagine how to use it for curbside service and outside sales.
You can successfully make this way of doing business good for your bottom line.
Continuing on in our Rocker Spotlight series is Front Porch Lil’ Rock Maria Gregorio, who will share her insights on her own career and her experience on the Porch.
What is the biggest misconception about marketing today?
People want quality marketing for very little money. Cheap and great quality don’t really go together.
What advice would you give to someone struggling with creating a brand identity?
Sit down, talk with customers, friends and colleagues. Have lots of post-its and pens around. Branding can be a tedious process but worth it in the end when you know who you are as a company and what you stand for.
One of the biggest lessons you’ve learned throughout your career?
Keep learning and growing. If it looks like you can’t grow or learn in your position, its time to look elsewhere.
What does good marketing look like?
Responsive, meets the customer where they are, makes you smile.
If you could be anywhere in the world right now where would it be?
My parents’ house in the Philippines.
If you could go to dinner with one person living or dead who would it be?
My grandpa (deceased).
If you could describe yourself in three words what would they be?
As the Front Porch Lil’ Rock nickname hints, I am short, funny, and quirky.
What is your favorite thing about FPM?
No commute! Seriously though, that we get to do interesting, creative work for great clients.
Tell me about a major milestone in your life?
When my husband visited me in college, Memorial Day Weekend 2001. We have been together ever since.
In what ways does the team at FPM have aligned values?
I think we’re all straight shooters who want to do great work and do right by people.
Your goals for FPM?
Grow the business and continue helping small businesses achieve their dreams.
How would you describe the culture at FPM?
We are a fun group who work very hard and genuinely like being around each other. That’s not something you see every day in other workplaces.
How does FPM differentiate itself from other marketing companies?
I think that judging from our quirky titles and the name of our company, people can tell that we like to do things a little differently. It does sound a little “folk-sy” but we just want to do great work for companies we believe in.
Fun fact?
I have never lived in one place for more than four years. (military brat/railroader wife) And I used to do acting competitions in high school. I liked playing the villain 😈
Next up in the Rocker Spotlight series is Front Porch Rock Star Vanessa Hickman, where she shares her experience on the porch and things she has learned throughout her career.
Biggest Misconception about Marketing
The biggest misconception about marketing today is that there is one solution to advance brands in their marketing goals.
Advice You Would Give To Someone Struggling With Brand Identity
As a marketing maven and Front Porch Rock Star, one of the biggest lessons I’ve learned is “your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do”- Steve Jobs.
What is Good Marketing?
Above all, good marketing is intentional, consistent and precise.
Dinner With 1 Person Living Or Dead
If I could go to dinner with one person living or dead I would choose Jesus.
Describe Yourself in 3 Words
I describe myself as loyal, inclusive and loving.
Favorite Thing About FPM
My favorite thing about FPM is delivering results for a variety of clients. Above all, I would describe the culture at FPM as collaborative, caring and dedicated. Furthermore, FPM differentiates itself with its sound strategy, excellent execution and tenured team members.
Fun Fact
My fun fact is I graduated with a Bachelor of Science and Bachelor of Arts when I was 20 years old.
The Rocker Spotlight Series interviews each rocker on the porch. To begin, Chief Rocker Julie Porter shares marketing insights. Let’s dive in and learn more about this incredible business leader.
Favorite Thing About Front Porch
My favorite thing about FPM is being my own boss and doing what I love for clients I love while taking care of my loves.
Misconceptions and Lessons Learned
The biggest misconception about marketing today is that it is cheap and fast. Furthermore, there are three key points: good, fast and cheap. Your marketing can be any two of these but never all three.
One of the biggest lessons I’ve learned is don’t be the biggest barrier to your own success- get out of your way and get stuff done. However, if you can’t get something done, delegate it to the smart people around you.
What is Good Marketing?
Good marketing is elevating the customer experience, building personalized connections, adapting to technology evolution, attracting customers using inbound and outbound marketing, and more.
Culture On the Porch
Our culture is one of straight talk, true partnership and aligned values. Therefore, the team at FPM all regards their families as their highest priority, and we are servant leaders who believe in service to ourselves, team, families, clients, and the communities in which we live and work.
Julie’s Characteristics
I would describes myself as quirky, competitive, and anxious. If I could be anywhere in the world it would be in my living room playing a game with my family since Andrew leaves for college this fall.
Fun Fact about Julie
I got to work with Renee Russo inside the NYSE to celebrate a client’s IPO. I’ve also worked with the Flying Elvi, the skydiving team from the movie “Honeymoon in Vegas,” all over the country to celebrate a promotion for an international sunglass manufacturer.
Thank you for reading! We hope you enjoyed Julie Porter sharing her marketing insights!
Over the last four weeks, strategic business leaders and
owners have come to us to go back to their branding and marketing foundations.
They are focused first on their team’s safety and well-being. Most talk of the
“return to normal” and taking it “day by day.”
They use this time to re-evaluate and plan. The COVID-19 crisis is causing business leaders to be strong and agile. One of our favorite client quotes over the last several weeks is, “With drive, passion and desperation, we will RISE!”
David McCormick, the C.E.O. of the hedge fund Bridgewater, was a Treasury Under Secretary during the 2008 crisis. At that time, he said, “America must step up to retain its economic might.” This rings true today.
Step up we must.
Another business leader told us recently, they feel like everything is, “Ready. Aim. Fire.”
Define or re-evaluate brand architecture. Think of this as the foundation of your brand. It has four pillars: brand vision, brand personality, positioning and affiliation. Our branding process is collaborative. It builds conviction. The process is built upon perceptions and goals held internally by key stakeholders. Using all points of view, we ensure brands are both differentiating and emotionally relevant.
Build or revisit your marketing plan. Every business should have one. Marketing drives new business development. Without those sales, you do not have the resources required for your business’s long-term stability and success. Therefore, as important as these plans are, most business owners and leaders do not devote enough time and resources to them. We tell our clients use a rifle vs. shotgun approach. Your services and/or products are not for everyone. The plan focuses on key targets who are most likely buyers. Think fewer, deeper. As a result, more meaningful strategic initiatives on a consistent basis develop connections and broaden awareness.
Re-evaluate or enhance your website. Is your website true to your brand? Its personality? Is the navigation user friendly? For instance, lucrative website loads fast and is mobile friendly. In other words, make your site work hard for your brand. Don’t get the veto vote because it doesn’t.
Successful business owners and leaders take the time to develop their brand architecture. Then, they develop marketing strategies and plan to build a company with a purpose. Above all, remember, “With drive, passion and desperation we will RISE!”
