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Posts Tagged ‘blue daring’

Signs You’re Ready for a Custom-Tailored Suit

A couple of weeks ago, Vanessa wrote about Vistaprints and their purported ability to build brands for small businesses. She likened their service to a nice Express brand suit. It will cost you $200, you can pick the color and size but don’t expect to be the only one wearing it.  On the other hand, working with a branding partner is the equivalent of a custom-tailored suit. It’s going to cost you, but it will be designed exactly for you. You’ll look so good, who knows what great opportunities may come your way!

Express and similar retail outlets are successful because people don’t always need a tailor. For certain people and at certain times, a suit is not really that important. However, if your appearance determines your success and you’re playing a high stakes game, then investing in a tailor not only makes sense, it’s a necessary cost of doing business.

Here are a five clear signs that it’s time to drop the cheap suit and invest in your brand:

1. You’re in a highly competitive industry

If you are in an industry where everyone offers the same services, you must look and feel different. Brand (your customer knows you or has heard of you) and price (you’re not much different but less expensive) are the two most critical factors determining the fate of companies in highly competitive sectors. If you don’t want to have to get into the game of over-discounting your product and cannibalizing your profit, invest in your brand instead.

2. Your future is contingent on customer loyalty

If your business model is one that counts on a repeating relationship with your customer, you must invest in your brand. Each time a consumer/customer buys is an opportunity for them to stray. Cementing your value proposition in their eyes through consistent, targeted and meaningful communications throughout your engagement is the secret to keeping them with you, even when the competition conjures up a sale.

3. You can afford to do it right

You don’t want to enter the branding process if you’re going to short-change the program. It’s like the suit, if you can finally afford the tailor, you’re going to go to the best one and you’re going to get dressed from head to toe. Just tailoring a shirt versus your entire suit, is not worth the effort. Do it when you can ensure your brand is done completely — from the sign the on the door, to the powerpoints you present with, to your employees badges and the signs on your trucks. Any inconsistencies will be a telltale sign you half-a** things.

4. You’ve undergone a transformation

If you just sold or acquired a business unit, underwent a PR crisis or are focusing on a new market for the first time, make sure your brand reflects that. Your brand is the first touch point customers have with your company. It is essential it reflects what your company is today – not what it was 20 years ago.

5. You conduct high value transactions

When the stakes of your game are high, it is essential your brand breathes quality and professionalism.  Anything less may draw questions that — coupled with any other slip up or crack — can put your deal at risk. If you’re in the business of transactions upwards of hundreds of thousands of dollars, if not millions, you better exude the value you sell – and that means your brand. After all, what’s a 100K expense in the context of millions of dollars of profits?

 

My Vista On Branding

I’ve been a TV addict my whole life.  It wasn’t, however, until I started working in marketing that I began to pay closer attention to commercials.  This past year there was a particular one  that was always running on TV promoting Vista Prints.

According to their website Vista Prints is an online service where you can create and customize affordable marketing materials for your business.  The ad spot that I kept seeing was part of Vista Prints campaign where they highlight businesses that have used Vista Print services. We met Tess who owns Gardening by Tess (high five for a woman-owned small business!)  The commercial tells us how Vista Prints helps Tess (and others) promote and market their services.  In the commercial Tess says “They help me stand out …”  This is where I disagree.

Before I go further, I should preface this with saying I actually like Vista Prints. I think it is a great resource for clients who have strict printing budgets or who need low quantity marketing materials.  My issue with this and most commercials from Vista Prints is that they devalue proper branding and marketing services.  Although they are a great resource, Vista Prints is not a replacement for the branding process. People often see commercials like this and then ask me “Why would I pay a company to design my collateral when I can go on Vista Prints spend $10 for 250 business cards?”   This is why.

 

The #1 problem with using a service like this without consulting a marketing expert is you will not have a brand that stands out.  A quick visit to the Vista Prints website and I was able to create an awfully close replica of Tess’ business card with my name.  Think of it like a nice suit. You (and anyone else in the market) can go to Express and buy a decent suit for $200. Your customization options are limited to sizing and a few styles.  Your other option is going to a professional tailor and getting a high quality custom made outfit that fits just you. Sure it will cost you, but you can pick your fabrics, colors and make sure the suit is exactly based on your measurements and your style.  Even if someone loved your suit and went to the same tailor they would not leave with the same garment as you.  A branding professional is like this tailor. They are going to listen to your organization’s needs (and if they are doing things right your marketing strategy)  to create a mark using truly custom visuals that represent your message and create a meaningful and strategic impression.

All in all, I do commend Tess for acknowledging the importance of cohesive branding however, I wish she would have instead opted for a proper branding effort that would have resulted in a look and feel that is true to her business. Her investment in branding would have surely made her business bloom.

Baking in a Foreign Country (or how to handle curve balls in, and out, of the kitchen)

It’s no secret in my family that the Molteni ladies know their way around a kitchen. I have been cooking since high school and in the years since, have developed a particular sweet spot for baked goods. Cakes, cookies, brownies, gallettes, tortes, pastries-you name it, I’ll bake it (especially on birthdays.) I spent my last semester of college abroad in Italy and was fortunate to have an apartment with a (modestly) equipped kitchen; suffice to say, my baking didn’t cease overseas. I must admit that brought along a fair share of challenges, likely more than I anticipated. But, I quickly discovered that by developing a few strategies of my own, I was able to whip up some wicked goodies.

Get out of your comfort zone

No idea how to make zabaglione, let alone pronounce it? Neither did I. But that didn’t stop me from trying. To not even approach a project because it’s something you’ve never done before leaves quite a narrow realm of possibilities. Personally, I’ve always considered the idea of something new half the fun, albeit whatever frustrations and anxieties come along part and parcel. Having an open mind and approaching new opportunities with a willingness to explore (or at least learn about) other areas both in and out of your field can lead to some surprising, but rewarding prospects. Take a branding company trying their hand at promotional work when a client inquires, for example. While this may not be within the job description of said company, if they are willing and able, they’ll expand their own abilities as well as their relationship with their client. Win, win!

Do your homework

It’s hard enough going to the grocery store when you don’t speak the local tongue, let alone when you haven’t the slightest idea what you’re looking for. You’ll end up in many a patrons’ way as you hold up the line try to decipher between a variety of leavening agents (Italian directions only). If I hadn’t done my research, I may have been trying to hunt down vanilla extract for days, without realizing that it was not commonly sold in my country of residence. The same idea can be applied to approaching a new business or project. Gathering as much information about that prospect, from history to past work or clients, or even something as simple as company goals and values, helps you to understand the client. In the same way, this shows a client that you value them enough to learn about them. The more you know, the more you are prepared and the more comfortable you will feel. Research provides a good platform to foster new relationships, inspire a new solution, or even just ease a conversation.

Don’t forget your foundations

Use what you know, and then build off of that. I found out all too soon that sufficient measuring utensils either didn’t exist, or cost as much as all of my groceries for the month combined. Baking in the metric system was quite an experience; on more than one occasion I didn’t have the ingredients I need, or a way to measure them. Fortunately I had done enough baking in my life to work with what I had available. That background helped for quick problem solving but also quelled my second-guessing. Lesson learned: Be confident in what you know and be flexible in what you need to learn.
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Keep track of your successes and, equally important, your failures

Maybe you scribble a note in the recipe itself, maybe you Instagram your triumph (#NextTopChef or #WorldsWorstCook) or even devote an entire blog post, journal entry, email to your mom how you managed (or didn’t) such a feat. However you choose to catalogue your endeavor, do so! All too often we place all our value on our successes and try to sweep our mistakes under the carpet. I’ve found that mistakes, as difficult or embarrassing they can be to admit, are some of the best learning tools available. Mistakes can act as a really good gauge of progress, and taking the time to note or discover on your own what works and what doesn’t for a particular problem will help immensely later on inform your decisions in the future.

Every problem has a solution

It’s ok if your first attempt is only that- an attempt. There is always a solution, even if that means hitting the drawing board over and over again. Every problem may not be solved the first, or fiftieth time around. Not being afraid to ask for help or throwing away your original plans can allow room for other resolutions to make themselves known. Even if that means scrapping the whole cake and treating everyone to some good ol’ fashioned gelato.