Administrator     07.23.2013

"4 Keys To Turning Customers Into Brand Evangelists"

To grow your brand, know what people find meaningful, connect with them thoughtfully, create joy they can’t live without, and believe in your employees.

Every day, we see signs that doing business today is more complex than ever.

That means in order to retain market share and keep up profitability, business leaders must continually look for new and innovative ways to engage their consumers. These are real, rational concerns for any organization. They are indicators of how your business is performing, but they are not why you’re in business.

People are why you’re in business.

Whether you’re in a B2B or B2C business, without people, you wouldn’t have any indicators to monitor at all. The only way to get to know the people who, in the end, are the genuine drivers of your business decisions, is to spend time with them. That means all of them--the mainstreams, the extremes, the buyers, the influencers, the trendsetters. Knowing these people will help reveal a vision for your brand that new customers will also want to be a part of. How that vision comes to life is where the magic happens.

The best and most strategic companies today care deeply about people’s needs and desires. They display it honestly and overtly in their brand’s behavior. They design experiences that consider how consumers may feel at every moment with their brand. They also recognize that feelings run deeper than emotions. It’s what drives people to choose, buy, use, and share.

To grow in a sustainable way, it’s critical that you clarify and understand all the nuances of what your brand stands for. We’ve identified four best practices to help you transform your business into a brand that people will fall head-over-heels in love with.

1. Be personal: Why does your product matter to users?

Your business mission and brand vision should be rooted in deep insights about the people you’re trying to reach, established by learning firsthand about who they are and what they desire.

Many companies assume that if they have a great product or service idea, they can find a market segment that might benefit--and then they start pushing their product to those people.

But if you begin instead by thinking about why people need your product and why your product will--or should--matter in their lives, you have a much better chance of connecting with people at the right moments.
"Begin by thinking about why people need your product."

2. Be smart: Develop loyalty

Connecting with people is not just about understanding people’s needs and having a product that satisfies those needs. Businesses must still consider how consumers engage with their brand across all touchpoints. If you think like a service business and envision the entire experience, it’s easier to figure out where you can have the biggest impact with your customers while still furthering your business objectives.

3. Be exciting: Never stop evolving

Create experiences with simple and joyful moments that people can’t live without. And don’t stop there--do continue to wow people. The visceral nature of feelings means that people might not realize when or why they’re falling out of love. They just will. To prevent that from happening, you must consistently innovate and find new ways to connect with people.

4. Be yourself: Don’t overlook your employees

Your brand vision doesn’t stop after you define it--you have to bring it to life. How many times have you read, on a company’s About Us page, that they’re focused on people? Yet in reality, as a company grows, the way the company behaves in its value chain often gives the impression that they’re taking people for granted and focusing primarily on increasing financial performance--they seemingly lose sight of what they stand for.

Regardless of external complexities happening in the global economy, you must stay true to the vision you have for your brand. By following these best practices, you will create a smarter business: one that stands apart from the rest through little interactions that, when added together over time, will make people utterly committed to your brand.

By: Smart Design (click here for full article)
Written by Paulette Bluhm and Kristi Elliot-Heitman

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Backup Administrator     07.08.2013

"Which comes first, Photography or Creative?"

So you have a project that will involve photography. Do you hire a photographer to take pictures without creative direction? Creative eliminates any of the guesswork and makes the project sing. The client will be able to approve the idea before even booking photography. This allows the photographer to get very specific on his/her pricing because everyone in the process will know the expectations and be able to truly understand what needs to happen in order to achieve the end results.

An Art Director will be worth the money to help direct the photographer. Usually this person understands the creative and will work with the photographer to create a library of images that will help in the promotional or institutional product’s brand.

Most photographers prefer to work with an Art Director. The photographer can focus on the skills he brings to the table, composition and lighting and allow the Art Director to focus on the creative intention so that the photographer captures the true essence of the moment.

PRM advises our clients to create a bank of images that you can draw from, that you own. Your visuals must speak to your desired audiences. Feel free to contact me for any assistance in this area.

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Marsha Field     10.17.2012

"Strategy, why do you need it?"

Strategy is a military term that is a game changer. It is a plan to a well thought out solution to a critical problem. In the military it is about life or death. In advertising it is about creating consumer loyalty and building brand recognition. Without strategy you are throwing your money to a wall hoping it will stick. With strategy, the facts are known, the obstacles are apparent and the road to success is mapped and easy to achieve.
As an owner, marketing/sales person, which direction makes most sense to you? Thought and solution always out weigh and out perform, reactive tactics.

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Administrator     04.15.2012

"Design with a Strategy"

Cherrywood studio approached us with a request to help them make an impression on prospective clients. The first order of business was to meet and have Cherrywood walk us through their business philosophy, product, and vision. This process provided PRM with valuable insight into our clients marketplace and how they felt their company should be positioned.

Our solution involved the clients "hands on" participation. To work within the budget, we developed an elegant presentation package that showcased the impeccable quality of the clients craftsmanship. Our poetic approach to the copy, the art gallery style photography and the custom wood panel that was fastened by hand on each piece, showcased the passion of Cherrywood Studio for their wood tables.

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