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Crafting Your Own Vision for Success and Bringing It to Life
September 15, 2016
in Vision
by Brandsoup

Crafting Your Own Vision for Success and Bringing It to Life

How many times have you gotten into your car and decided suddenly to go on a trip across the country? No plan, no money, no map, no packing. Just turn the key and go. It wouldn’t be surprising to find yourself heading down the wrong roads, running out of gas, and getting frustrated not far into your trip. It won’t take long to decide to call it quits. What you need to have a successful journey is a plan first, a vision, just as you do for any goal you want to achieve.   Vision without action is merely a dream. Action without vision just passes the time. Vision with action can change the world. - Joel A. Barker   It is easy to pick a goal and write it down, but without focusing on a vision of success there is no momentum to achieve that goal. If you want to take your business...

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How Coca-Cola Turned Sponsorship into a Lasting Impression
September 6, 2016
in Branding
by Brandsoup

How Coca-Cola Turned Sponsorship into a Lasting Impression

Coca-Cola and the Olympics have a relationship that stretches all the way back to the 1928 Amsterdam Olympic Games. For 88 years, the brand has been a sponsor of the biggest display of athleticism in the world and that relationship has only gotten stronger over the years.   Advertising and brand engagement have undergone major changes since the early days of the Olympic Games. Print and radio advertising plays a much more minor role these days. Now, social media platforms have become major players in the world of marketing. Social networking sites like Facebook, Instagram, Twitter, and Snapchat have worked together to make this year’s Games an incredibly social event.   According to Senior Communications Manager Christy Amador, Coca-Cola is a brand that looks for their content to be liquid and linked, meaning they need to be flexible and connected across different channels. For this year’s Games, they landed on a campaign that ties...

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How Belief and a Well Told Story Can Empower a Brand
August 26, 2016
in Branding, Storytelling
by Brandsoup

How Belief and a Well Told Story Can Empower a Brand

Why is it that Martin Luther King Jr.’s famously quoted statement, “I have a dream…” has remained firmly in the minds of so many people? It’s because he managed to make us feel his story, rather than simply know it. He didn’t choose to say, “I have an idea." That would've made it more distant and detached. Logic wasn’t needed in that moment. Emotion and beliefs were directly connected to his words. His audience could feel it; in fact we can still feel it today when we hear his words again and again.  His passion was conveyed so powerfully that his words have never been forgotten.   When you think about brand, it’s necessary to look beyond the imagined confines of business. That’s why it’s so important to examine someone like Dr. King, to work out what made his message so powerful. Why do we remember his words over 53 years later after he spoke...

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Storytelling journey
August 17, 2016
in Branding, Storytelling
by Brandsoup

Use Storytelling to Take Customers on a Journey

In the last post, we talked about the importance of storytelling in your brand. Why is this such an important thing? How can you develop your story? Let's delve deeper into the subject.   The Journey. Your goal with each client is to take them from point A to B. For example, a car salesman wants to connect with why a customer needs a new automobile (A), and take them on a journey that ends with them deciding that buying it from that dealership is their best option (B). The same thing applies to storytelling. It can't be a vague concept. Define its purpose. Develop the story as though you are scripting a movie or writing a novel.   It's truly important to step outside the box that tells you to convince them with specs, prices, and logical details. Imagine different scenarios that your ideal customer would encounter. What emotions would they feel? What...

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Brand emotion
August 10, 2016
in Branding
by Brandsoup

How to Create an Emotional Connection with Your Brand

Johann Wolfgang von Goethe said, "All the knowledge I possess everyone else can acquire, but my heart is all my own." This quote exemplifies the role that emotions will play in the branding of your company. Facts and figures can be understood by anyone. But to reach the heart of your customers requires finesse. As Goethe said, their hearts are their own.   The brand you develop can't simply appeal to the practical side of your customer's thinking process. We feel emotions before our logic kicks in. There's a gut feeling we experience in the first few seconds of seeing or hearing about something. So, it's necessary to dwell on this when deciding what your brand represents. Look beyond the facts of your product or service. Put yourself in your customer's shoes. What feelings will it evoke?   This message you convey needs to have a lasting impact. What will make it memorable to...

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5 ways brands connect to customers
August 4, 2016
in Branding
by Brandsoup

5 Ways Brands Connect With Customers

After our last blog post discussing how to develop a brand, we’re on to the next thing to consider which is connecting with your customers.  You want to draw them in, but how do you do that and create loyalty? This is what will keep your business running consistently. When customers are extremely happy and well cared for, they tell others about it. Word of mouth is one of the most effective forms of promotion. You also build a reputation, which carries weight with those interested in what you offer.   We’re going to examine some of the most well-known brands and dissect what sets them apart, and how they interact with their customers. You know all of these brands: Apple, Starbucks, Coca-Cola, and Google. What's made them household names? Why are customers so loyal to their products and services? Let's see what's worked for them and how you can learn from...

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When developing your brand, being authentic is key
July 26, 2016
in Branding
by Brandsoup

How to Define and Develop a Brand

In Forbes’s list of top brands you will likely recognize Apple, Google, Microsoft and Coca-Cola as the top four brands on the list. But when you compare that to another Forbes list of top public companies in the US for example, you will see names like Berkshire Hathaway and JP Morgan Chase.  Apple moved from the #1 slot in Brand Value to the #8 slot in biggest public companies.  What is the discrepancy? Effective brands are those that have a perceived value greater than the sum of its assets.  In other words, their customers are willing to pay a premium for their brand over competitors because of a perceived premium value. Developing a relationship with your customers where they place a premium on doing business with you creates a powerful relationship that can have lasting results.   Brand value then is essentially the value customers place above your tangible assets and is...

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