Adam Tanaka’s Post

Not to get all meta, but I think it’s time we rebrand ‘Brand’. #Brand sometimes gets a bad rap - especially in lean times (like now). When I say I’m a brand marketer, minds almost immediately go to logo, colors, and tagline. Or maybe the less-measurable aspects of marketing like awareness advertising and PR. Sure, those are important, but they’re only the tip of the Brand iceberg. My simplified definition? Brand is a set of EXPERIENCES with your company/product over time. Marketing is traditionally responsible for controlling some of those experiences (advertising, collateral, etc.) but Brand starts at the very moment someone hears of your name or your product (even before they are aware!) and lasts all the way through what is hopefully a referral and a long-term customer relationship. Even if a customer churns, they will almost certainly still have experiences with your brand. Every. Single. Touchpoint counts! From a sales call or email, to a customer success interaction, to the speed at which the website loads, to the way the product itself functions - this is all Brand. The role of a great brand marketer is not just to create beautiful materials or craft narratives - it is to do that AND tie together all of the experiences a person could possibly have with your company, making sure they are consistent and memorable.  Are you questioning the value of brand marketing in this current environment? You might be tempted to cut spend or cut the function entirely in favor of demand marketing and dollar-for-dollar, instantly-measurable return. I’d say you’d be making a mistake. Your brand team should be the glue that holds the business together. They work to create consistency and strive to deliver excellent experiences. They don’t stick to their silo; they work collaboratively in support of all functions (especially product, sales, customer success, and - importantly - people). If you’re a lean team with only one or two marketing resources, that’s OK - hire marketers that understand the importance of Brand and excel at balancing brand-building with directly-measurable ROI. The companies that win in the long term are those who see the value in creating holistic, consistent, and memorable experiences for their audiences. How do you think about Brand? (P.S. It is definitely possible to have a consistent and memorable brand which people don’t like. Goes without saying that you also want to create great experiences and do right by your customers.)

Certainly! Here are some tips for creating a strong branding strategy for your startup business: Know your audience: Understand your target audience's demographics, preferences, and pain points to tailor your branding efforts effectively. Unique value proposition: Clearly communicate what sets your business apart from competitors and why customers should choose you. Consistent visual identity: Develop a cohesive visual identity including logo, color scheme, typography, and imagery that reflects your brand's personality and resonates with your audience. Brand voice and messaging: Define your brand's tone of voice and messaging guidelines to ensure consistency across all communication channels, whether it's your website, social media, or marketing materials. Create compelling content: Develop engaging content that showcases your expertise, solves customer problems, and reinforces your brand values. Build brand credibility: Establish trust with your audience through transparent communication, high-quality products or services, and positive customer experiences. Be authentic: Stay true to your brand values and mission, and avoid portraying an image that contradicts them. Engage with your audience: Actively interact with your audience on social media, respond to feedback, and create opportunities for them to participate in your brand community. Stay consistent across channels: Ensure consistency in branding across all touchpoints, including your website, social media profiles, email marketing, and offline materials. Monitor and adapt: Continuously monitor your brand's performance, gather feedback, and be willing to adapt your branding strategy based on insights and market trends.

Why are more and more companies are opting for a branding refresh in 2024? ⭐ Minimalist designs and icon-infused logos are the latest trend, making brands more memorable and visually appealing. This approach simplifies and modernizes brand images, helping them stand out in a crowded market. ⭐ Emphasizing your mission and values, such as sustainability, creates a deeper connection with consumers. Highlighting these aspects can differentiate your brand and build stronger emotional ties with your audience. ⭐ Integrating new technologies like AI and AR can modernize your brand and enhance customer experiences. These advancements not only keep your brand current but also provide innovative ways to engage with your customers. Which refresh is your current favorite?: https://bit.ly/3W97Idm #Branding #Marketing #Rebranding

Marketing Branding Strategy: Marketing branding strategy refers to the plan and actions taken by a company to create and develop its brand in the marketplace. A strong branding strategy helps a company differentiate itself from competitors, build customer loyalty, and create a positive perception of its products or services. Here are some key elements to consider when developing a marketing branding strategy: Define Your Brand Identity: Start by clearly defining your brand's vision, mission, values, and unique selling proposition (USP). Determine what sets your brand apart from competitors and identify the key attributes you want to be associated with your brand. Understand Your Target Audience: Conduct market research to gain a deep understanding of your target audience's needs, preferences, and behavior. Identify their demographics, psychographics, and buying habits to tailor your branding strategy to resonate with them effectively. Develop a Visual Brand Identity: Design a visually appealing and cohesive brand identity that reflects your brand's personality and resonates with your target audience. This includes elements such as your logo, color palette, typography, and visual style. Consistency is crucial in building brand recognition. Build Brand Awareness: Use various marketing channels and tactics to increase brand visibility and reach your target audience. This can include advertising, public relations, content marketing, social media marketing, influencer partnerships, and events. Consistently reinforce your brand message and visual identity across these channels. Deliver a Consistent Brand Experience: Ensure that every interaction a customer has with your brand is consistent and reinforces your brand's values and promises. This includes the customer's experience with your products, services, website, packaging, customer service, and other touchpoints. Cultivate Brand Advocates: Encourage satisfied customers to become brand advocates by providing exceptional experiences and actively engaging with them. Leverage customer testimonials, reviews, and user-generated content to build trust and credibility. Word-of-mouth marketing can be a powerful tool for brand building. Monitor and Adapt: Regularly monitor the effectiveness of your branding strategy by tracking key metrics, such as brand awareness, brand perception, customer loyalty, and market share. Make adjustments as needed based on market trends, customer feedback, and the evolving needs of your target audience. #branding #brand #socialmediamarketing #strategy #experience #design #typography

Crafting a Compelling Brand Identity and Monetization Strategy In the dynamic world of online presence, a website's strategy hinges on two vital aspects: Brand Identity and Monetization. Misconception: The common misconception regarding brand identity confines it merely to visual elements such as logos and typography. Clarification: While visual elements hold significance, brand identity encompasses a broader spectrum including the brand's voice, values, mission, and overall customer experience. 1. Unveiling the Essence of Brand Identity: Market Research: Delve into competitor analysis, audience research, and trends analysis to understand market dynamics comprehensively. Brand Vision and Mission: Define a clear vision for long-term goals and a mission that elucidates the brand's purpose, methods, and values. Unique Selling Proposition: Identify what sets the brand apart from competitors, encompassing aspects like quality, pricing, customer service, and innovation. Visual Identity: Curate elements like logos, color palette, and typography to craft a visually compelling brand representation. Brand Voice and Tone: Cultivate a consistent communication style resonating with the brand's personality and values. 2. Illuminating Monetization Strategies: Advertising: Utilize ad spaces to generate revenue through sponsored content or display ads. Subscription: Offer premium content or services on a subscription basis, fostering a loyal customer base. E-commerce: Transform your website into a marketplace by integrating e-commerce functionalities for direct sales. Sponsored Content: Collaborate with brands for sponsored content, leveraging your platform's reach and engagement. Affiliate Marketing: Partner with relevant affiliates to earn commissions through referrals, amplifying revenue streams. Incorporating these strategies thoughtfully can not only elevate your website's prominence but also pave the path for sustainable growth and profitability.

Pietra x Henry Laporte: A Salty Success Story In September 2023, Henry Laporte, the creative force behind the Instagram, YouTube, and TikTok sensation @salthank, came to Pietra with an exciting challenge. A year after launching a line of curated salts with a previous manufacturer, he needed a new supplier to breathe new life into his brand, @Salt Lovers Club. Here’s how Henry’s journey with Pietra led him to a reinvigorated brand that his audience loves. The Need for a Partner:  Henry was a solo act in need of varying expertise—on selecting manufacturing partners and creative agencies for branding and design, to using the right marketing tools and managing daily customer orders. For Henry, Pietra's multi-product branding and production was the perfect solution, offering a one-stop shop to maintain a cohesive look and quality across all of his products. Finding the Right Supplier:  Quality was paramount for Henry, given his established brand equity. Though he had custom blends from his previous manufacturer, he didn’t own the formulas. With a low target MOQ of 200 units and a tight two-month timeline for a holiday launch, Pietra's expert sourcing managers connected Henry with Denver-based The Spice Guy. Within a week, Henry flew out, and after two days of intense recipe development, he nailed down 10 spices to launch with his new supplier. Enhancing Brand Identity with Product Line Extensions Post-recipe approval, the focus shifted to product line extensions. Henry’s goal was to create relatable, daily-wear products, not just logo merchandise. Collaborating with DSG, Pietra helped bring custom hats, sweatshirts, and other products to life. Perfect Branding & Packaging Henry’s vibrant online persona needed to shine through the brand identity. A partnership with Juicy Brick, also facilitated by Pietra, for a full rebrand aimed to create an unapologetically SaltHank identity, fostering a community obsessed with good food. Leveraging Marketing Tools & Fulfillment  With product quality and brand identity secured, Henry used Pietra’s marketing tools and North Carolina fulfillment center to build brand equity and reach his target market through IG Shop and TikTok Shop. Ready to create your own spicy success story? Let’s get started!

Balancing your digital and physical branding efforts can be a game-changer for your business. At Zilla Creative Co., we understand the challenges and have the insights you need to create a cohesive brand presence. Our latest blog post dives deep into strategies that blend both worlds seamlessly, ensuring your brand stands out and resonates with your audience. 📖 Read the full post here: https://lnkd.in/ge42cR4Y Join the conversation and let’s elevate your brand to new heights! #Branding #LogoDesign #GraphicDesign #LogoDesigner #BrandLogo #CreativeLogo #ZillaCreativeCo #BrandDevelopment #BrandDesign 

Looking to elevate your brand? Check out this list of top branding agencies in 2023. These agencies have a proven track record of helping brands create a strong identity and connect with their target audience.

I was working with this tech company. They had a groundbreaking product, months in the making. But when they launched, it just didn’t click. The product was fantastic, but the message? It fell flat. I asked them, “What’s unique about how you do it? What can’t anyone else say?” Their answer? “At the end of the day, we’re really all the same.” But that wasn’t true. They just hadn’t done their #positioning work. This was a huge lesson: the timing of your positioning efforts can make or break your brand’s success. Positioning is a strategic step; it’s the first domino in your marketing strategy. It’s the foundation upon which your brand story is built. Before you can create compelling messages, you need a clear position in the market. Brand positioning is about carving out a unique spot in the minds of your potential customers -- relative to where your competitors sit. Think of it as a mental map where your brand occupies a specific space based on perceptions, associations, and value propositions. When Should You Focus on Positioning? Here are the top five times to prioritize positioning: 1. Market Entry or Launch When you’re entering a new market or launching a product, positioning is crucial. You need to validate your hypothesis about the market gap you’re filling. Look at Uber – they positioned themselves against the traditional taxi industry with a convenient, on-demand service. It was a unique solution to an existing problem. 2. Rebranding, Pivoting, or Niching Down Rebranding happens when a company evolves or narrows its focus. A while back, we rebranded from Zumaeta Group to Motive3 to reflect a broader team effort. Companies might rebrand to update their image, pivot to adapt to market changes, or niche down to specialize. Kodak failed to pivot to digital and went bankrupt. Repositioning during a rebrand or pivot keeps your audience in the loop with your new direction. 3. Facing Competitive Pressure If competitors are copying your messaging or if your market is saturated, it’s time to reposition. You need a unique position that competitors can’t replicate. In industries like finance, tech, and healthcare, repositioning can help you stand out and protect your market share. 4. Stagnant or Declining Sales When sales plateau or decline, your positioning might be outdated. Refreshing your position can make your brand more relevant to your target audience. This realignment can rejuvenate sales and market interest. 5. Mergers and Acquisitions (M&A) During M&A activities, positioning ensures a seamless integration of brands. It helps carve out a specific niche within the larger market, making the transition smoother for both companies and their customers. I couldn't fit the rest of the article , but I share content like this in my old-school newsletter that goes out bi-weekly(ish). If you don't want to miss my content, you can sign up for the newsletter here: https://buff.ly/3VMAUrz

BRANDING TAKES EXPERIENCE. In an era where ad-blockers and subscription services continue to narrow the scale and scope of traditional advertising, the emerging approach to branding becomes increasingly compelling: experience branding. Millennials and GenZ grew up expecting it. It's how they came to form their mental stable of brands that they engage with, find appealing and ultimately do business with. 76% of them will choose the brand they 'feel connected to' over a competitor with a similar product or service. Ask them how they feel connected and they will tell you - not in their words but ours - EXPERIENCE. Experience branding isn't about selling—it’s about connecting. It’s the seamless app experience, the personalized email that speaks directly to your needs, the community events that bring people together. Every touchpoint, every interaction, shapes how a brand is perceived and builds lasting loyalty. For younger consumers, who curate their own media consumption and skip ads effortlessly, these experiences are crucial. Brands that get it thrive not because of their advertisements, but because of the thoughtful, engaging experiences they deliver. Ads become Content. Little touches in their service, loyalty, remembering your preferences, entertaining you at those unexpected moments - yes surprize and delight is not a passing trend. In this landscape, data-driven personalization becomes essential. Brands must understand and anticipate customer needs, delivering relevant, meaningful interactions that make consumers feel seen and valued. Relentless or at least restless product, service and interaction INNOVATION becomes critical. Bottom line - it's about looking at every single touchpoint - turning those into DIRECT AND COMPELLING EXPERIENCES - informed by a master BRAND POSITIONING - POV and yes maybe even a PURPOSE if that's what you're all about. Insightful - Strategic - pervasive - Focused - DISCIPLINED.