Qualities That Brands With Longevity Share

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In the world of business, there is perhaps no commodity more precious than longevity. Getting a brand up and off the ground is one thing – keeping it around for the long-term is something else entirely. Creating longevity will rely in large part on your marketing, although this is only one small part of a much greater whole. The best marketing campaign in the world can’t create a long-standing, successful brand if a few qualities aren’t underneath it all just waiting to be communicated to the widest possible audience.

They Trigger an Emotional Response

One of the biggest traits that all brands with serious longevity share is the fact that they’re able to trigger an emotional response with their target audience, creating a loyal army of followers. This is true both with the way they market AND the way that response integrates into the service they provide.

Apple is a great example of this based on their image as the “hip, trendy” electronics company. People see a sleek, sophisticated Apple product in an equally compelling ad and they can’t help but think, “That looks really cool; I want that.” The same goes for a company like Amazon.com, albeit from a different angle. The way that Amazon has embraced personal marketing, both regarding the advertising it creates and with regards to the personalized recommendations that each user enjoys, makes them think, “I like Amazon; they get me.” That type of emotional connection is something you just can’t put a price on.

They Live Up to What They Promise

All of the best brands with serious longevity share the fact that they live up to the promises they make in their marketing materials. This comes from a deeper understanding of not just the people they’re trying to attract, but who those people are and what they want. These brands know how to communicate with their target audience and, as a result, don’t just live up to their promises, but they know how NOT to make a promise they can’t keep.

Take FedEx, for example. Entrepreneur.com recently cited FedEx as a brand with an incredibly strong corporate identity, owed largely to the fact that it’s operations are so incredibly efficient. FedEx is a brand built on trust, and the road to trust is paved with promises that have been kept in the past. FedEx is seen as an incredibly reliable service, and people in need of shipping rank FedEx favorably in that regard. This creates something of a self-fulfilling prophecy – a symbiotic relationship that only strengthens over time specifically because FedEx knows what its audience wants and it knows how precisely to give it to them every time.

Once again, Apple is another example of this idea in motion. They promise products that “just work” and have historically delivered on that promise time and again. This has made them not only one of the most successful brands in the world, but also one with serious longevity in an industry where companies come and go like the weather.

These are just a few of the core qualities that all brands with longevity share. Remember that in the grand scheme of things, brands come and go all the time. Creating a brand is easy, but if you want to make sure that your brand stands the test of time, you need to focus on offering something truly unique on an ongoing basis.


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Sometimes Fresh Eyes Brings a Memorable Camel

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We often say that children look at the world through fresh eyes. Spending time with a child can give you a new perspective on life and how you view the world. While experience is an excellent teacher, fresh eyes can see the tried and true in a way that you may not have considered before. How can you adapt the fresh eyes concept into your business?

Marketing is successful when it gets prospects and customers to sit up and take notice of your service, brand or product. Some of the best commercials are the ones that make us laugh, cry, or even cringe. The problem is that sometimes marketers rely too much on old ideas and the view of experienced sellers and managers instead of looking for fresh eyes on a campaign. A great marketing campaign gives the audience an emotional connection with the company. Emotions give advertising a memory hook; they get remembered.

Hump Day

Remember the “Hump Day” camel commercials that were on TV about a year ago? Do you remember who they were advertising? If you don’t remember, they were advertising GEICO. GEICO specializes in goofy, funny commercials that are easy to remember due to their tone. Insurance is essentially a tedious business, so getting you to remember advertisements and brand names associated with them takes a memory hook. For GEICO, the gecko is one hook that most Americans can recognize and associate with the company. However, if they overused that hook, audiences would get tired of him. Instead, they come up with quirky commercials and throw in a camel to keep you focused and interested in their brand.

Seeing Your Company with Fresh Eyes

Since you cannot see your own company through fresh eyes, it takes some testing to find out how new people respond to your campaigns. Your assumptions about who is interested in your products and why they are interested may be out of date. Periodic testing of your ideas is crucial to keeping your current customers and finding new ones.

Before you run your marketing campaign, test your assumptions on real people to see how they respond. Real people are the target market you are shooting for, therefore if your tests tell you that you won’t get the results you want, you can save yourself a lot of money. Keep tweaking and testing your campaign with real people until you find the right message, image, and concept that will get the response you want. What made the “Hump Day” commercials so funny? They were silly, harmless, and could never happen in the real world.

Find a Way to Shock Your Audience

Shock your audience with unexpected humor, meaning, or entertainment when you market. Find something that will resonate with them and use it to grab their attention. Obviously, any type of shock will only work for so long because it loses its effect after a time. When was the last time you saw a “Hump Day” commercial, anyway?


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Using Innovation Hand in Hand With Consistency

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Innovation is important for any successful marketing campaign. No company will remain on top if it continues to use outdated marketing techniques. Of course, that doesn’t mean you should always look for the latest and greatest techniques. There are as many marketing schools of thought as there are marketing professionals. The key to successfully updating and innovating a marketing strategy is to find the balance between consistency and a willingness to try something new.

Identifying what’s already working

To know when it’s appropriate to change strategies and find ways to innovate, you must first evaluate how your original strategies are working. There are a variety of techniques you can use to judge the success of your marketing campaigns, including:

Share of voice

This is a great way to see how much ‘buzz’ a marketing campaign is generating. Share of voice essentially monitors how much the consumer base is discussing your company compared to the amount of time they spend speaking about your competitors. This information can help you determine how prevalent your brand is online, how familiar your name is to potential customers, and even how positively or negatively people think of your brand online. Free tools like Social Mention and Google Alerts are a great place to start.

Website traffic

Gauge how frequently people visit your company website now compared to how many page views you received before the campaign began.

Spikes in business

After implementing certain marketing techniques, such as a direct mail marketing campaign, watch for spikes in business compared to previous months.

Once you’ve determined the success of your marketing campaigns, you’ll have a more accurate picture of what styles work best for you and your customers.

The value of remaining consistent

Continually changing your marketing strategies is rarely an effective approach. Marketing is all about getting your brand name in front of customers and convincing them that you’re the company to turn to when they need the products or services you sell. Marketing campaigns that continually change are going to struggle with the basic goal of getting customers to recognize your brand. If your message and means of communication are constantly changing, potential customers will have a harder time trying to absorb what you’re saying. If you try to use every marketing strategy, nothing will stick, and you’ll end up spinning your wheels.

Successfully walking the line between consistency and innovation

When you are looking to successfully blend consistency and innovation, you must determine what works for you and branch out slowly from there. Isolate which techniques are working best. Is it Facebook? Is it direct mail marketing? Whatever the answer, that should be the basis for your marketing campaign.

Now, focus on learning how to take those specific strategies to the next level. Look for ways to shrink the sales cycle, so potential buyers are converted into paying customers more quickly and more efficiently. Investigate ways you can help that portion of your campaign reach more people. If direct mail has been a huge success, try to pinpoint what it is about the demographic you've chosen that has made the campaign so great, and then find more people who fit that demographic. If Facebook has brought in many new leads, determine what types of content are attracting the most attention, and work on developing similar lines. Make it easier for customers on social media to enter the sales funnel and improve ROI.

Innovation should never be done blindly. It should be done with specific goals in mind and to help improve existing successful practices. That doesn't mean you should resist trying something new, just that it should be done in a controlled manner and should not replace what has already been working. Innovation must work hand in hand with consistency if you hope to achieve the highest level of success.

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