5 Reasons to have a better brand for successful business. The reason No. 5

The brand is an intangible asset. Following the site Investopedia: “An intangible asset is an asset that is not physical in nature. Corporate intellectual property (items such as patents, trademarks, copyrights, business methodologies), goodwill and brand recognition are all common intangible assets in today’s marketplace.” Simply saying —Brand adds value to your business.

S&P 500 index showed that “over a 30-year period between 1975 and 2003, the overall corporate value of intangible assets increased from 17% to 80%.” A study by Interbrand in association with JP Morgan concluded that on an average, brands account for more than one-third of shareholder value.

Does that mean that the value of most businesses comes from intangible assets? If so, then brand must be the most evident of these assets.

Check this table based on information from Businessweek, Interbrand, JP Morgan league table –

Brand Value

You may say, that your business is not big enough, or you are not going to sell it. But here is food for thought. Why is that brand adds so much value to the cost of the company? Do you think they just pay for logo and couple of font/colour combinations? Hell, no. This additional price is given by recognition, trust and love of the customers, in fact, millions of buyers.

A bit of history by Wiki:

“During the 1970s, American cola giant Coca-Cola abandoned operations in India rather than accepting a forced sale of 60% of their equity to an Indian company. Following this, the Parle brothers, Ramesh Chauhan and Prakash Chauhan, along with then-CEO Bhanu Vakil, launched “Thums Up” as their flagship drink, adding to their portfolio of older brands “Limca” (lime flavour) and “Gold Spot” (orange flavour).

In 1993, “Coca-Cola” re-entered India after a prolonged absence, spurring a three-way “Cola War” with “Thums Up” and “Pepsi”. That same year, Parle sold out to Coke for the US $60,000,000. Some assumed Parle had lost the appetite for a fight against the two largest cola brands; others surmised that the international brands’ seemingly endless cash reserves overwhelmed Parle. Thums Up had an 85% market share when sold.”

Even today majority of Indians would prefer to refresh themselves with “Thums Up” (well, it’s marginally less sweet than Coke, so there is no difference in the product). Guess it’s called customer’s love 🙂

Check all 5 reasons to have a better brand:

No. 1 “Branding helps you create a unique impression and gives you a chance to be memorable.”
No. 2 “The brand is in sharing the values and attracting like-minded people to your products and services.”
No. 3 “Good brand motivates your team and customers”
No. 4 “Branding helps you advertise effectively &creates a connection between the product and the customer.”
No. 5 “Brand adds value to your business”

Rock your travel guide or any other product with this formula

Last week, I had some conversation with a very talented girl. She calls herself a writer, writes Travel Guides, and owns a travel agency. But she is losing the traffic to her blog. And, I must say, I heard it many times. Blog traffic is going down; people don’t want to read my texts, less likes, shares — what should I do?

When I analyse their blogs, I see the repetitive picture. It reminds me of corporate sites and small blogs. People were talking about the value for such a long time, that they have forgotten about the execution. Their headlines are SEO friendly but generic and meaningless and texts vary from average to good. They try to write for everyone in order not lose customers but get no readers instead.

So what can you do to increase your blog traffic and engagement on social media? Well, there are several ways, and I will focus on two in this post: target audience and authenticity (I know it’s a cliche). I also have to say that there’s no new tactic you need; you only require to change the basic idea and ask yourself “Who is my reader?”.

That sounds obvious, but many bloggers think “Why would I repel my customers?” And, here is the catch. You can’t be a specialist in everything. People know it and trust those who specialise in something. Your specialisation often can be based on the industry segment, and not on human characteristics. So, just analyse if you clearly want to attract a particular target group, you shouldn’t write for all – “all” will not read you. There are many big players with deep pockets who write “for all”. If your content is generic and your products have some common names, you have little chance to win. But you can overcome the obstacles if you take a segment of the big site audience and dedicate several of your posts to it. Same target principle is relevant to your headlines, menu names, and your site sections.

Here are a couple of examples from the real conversation.

For instance, you write for single parents who love to travel with their kids. That’s a direction and if you want to give them a “Travel Guide”, you do not need to call it a “Travel Guide”. Call it: “A Travel Guide, which helps your kids to have an unforgettable weekend in city x”, That way you will target travelling parents, both single and coupled. Or you can narrow the segment and say, “Travel Guide. Have fun with your kids while exploring the city X, even if you are a single parent” (It requires a very specific content, but it makes sense to write it). But if you have such a guide, you already know what to write and where to advertise it and who to target in your ads. It makes your business directed and marketing much more straightforward.
Other target groups also love moving around the world so –“Travel Guide for single executives” or “Travel guide for students’ budget” will attract very particular groups. So as you see, you can take a general thing like “Travel Guide” and transform it into a dedicated product.

If you follow the idea, you would probably understand that you are not narrowing your income, but making yourself an expert, and an authority worth listening to. If your “Travel guide” was useful and unusual, your audiences would share it, and their friends are not necessarily single parents or even have kids, but with recommendations, it may work for them as well.

I also want to add a little bit of my experience on this topic. It’s difficult to find accommodation for a single traveller, and most of the times, you have to pay the same amount of money as two travellers. People who travel with kids need different entertainment than single 30-40 years old executives. Based on this, if you write for all, you miss all.

In conclusion, if you love to create travel guides, here are some ideas which would make me love them or buy. Good professional pictures, fantastic and inviting design, appealing copy; so that I enjoy reading them even on my phone. And, here are a couple of names for your guides: “Secret places of city X”, “Make your Instagram rock with these secret locations of city X”, “The best place where locals enjoy to eat in city X”, and “Magic of local art and craft in city x”.

As you see, I shortlisted the themes which are engaging to me and added the particular location. Such portion guides can be combined in a big project eventually (for city X) and sell well too. So my formula for a good “Travel Guide” is pretty simple – “Excellent content based on Interest, Location, Audience”.
You can make any successful product based on it and win your customer’s heart.

5 Reasons to have a better brand for successful business. The reason No. 4

Branding helps you advertise effectively. We often divide advertisement on the basis of image building or brand advertising and selling promotions. In fact, a brand impacts both of them but let’s see it in details.

The brand advertisement is meant to build the statement. It creates an Image in the customer’s mind and usually uses compelling photography with a clean persuasive copy. Such ads must regularly be posted as they share an excellent quality. They do not sell any goods; they build a connection between the customer and the product/company/brand. Such campaigns require a big fat budget.

Promotional advertisements, on the other hand, may make money faster as they directly talk about your products. Even if they will not have your logo, colours, messages, they may sell. But if you make your brand elements and design work for it, your customers will start building an association between the product and the brand. It focuses on values of your brand and attracts Your Audience, as it wants to be associated with these values. That way you will spend less money and enhance selling ads with additional value.

You may ask why we need the first type of ads at all? Well, promotional advertisements are not created to impress your customer, they sell. So if you will try to shift customers focus from product to brand, people may not react to it and you will lose the advantage of selling advertisement.

So in both cases, the brand creates a connection between the product and the customer. Without branding recognition and trust features, you may end up spending on advertising much more.

Save money, invest in the brand, be consistent and memorable.

Check all 5 reasons to have a better brand:

No. 1 “Branding helps you create a unique impression and gives you a chance to be memorable.”
No. 2 “The brand is in sharing the values and attracting like-minded people to your products and services.”
No. 3 “Good brand motivates your team and customers”
No. 4 “Branding helps you advertise effectively &creates a connection between the product and the customer.”
No. 5 “Brand adds value to your business”

Brand Driven Photography

How many times you opened a catalogue and didn’t have any desire to purchase something? The pictures seemed fine, but somehow they didn’t raise any emotions. Same happened with many e-commerce sites. They just blindly copy each other and expect sales. Later on, they cry on the Forums and in Facebook Groups that they didn’t sell well. There are several reasons for fewer sales; Poor marketing, an absence of strategy, weak or missing message, and often average or irrelevant photography. Let’s have a look at the photography part.

Photography is a powerful instrument of the experienced marketer. It’s also a language which anyone can understand without words. It’s also a tool to move clients’ emotions in the direction you need.

Here are several photography mistakes that business owners commit –

1. Hire the wrong type of photographer.

Professional Photographers usually have specialisation. They choose to work with one or two directions. For instance, commercial photographers are different from editorial ones. Wedding photographers and food photographers have separate specialities. However, a wedding photographer may shoot events as well. Food photographers often need to know how to shoot interiors, exteriors, and portraits, but they will position themselves as food photographers. Fashion photographers may be excellent in portrait photography, but they may not be aware of how to take a professional landscape shot! There is no rule in it, but you need to know WHY you have hired that photographer and what is his specialisation?

If you require a cutlery or tableware catalogue, you may need product photographer, not a food photographer. And in this case, your brand comes into the picture. Because if you want to portray a particular image in your customer’s mind, you need to start with an idea. What your catalogue is going to tell your clients?

2. Just making good images without an idea behind.

Know what you want to say to your customers. Is your product “Clean, Hygienic, and Easy to maintain”? Or your product is “Comfortable, Friendly to a body, and Made from Eco-friendly materials”? Or your product is “Innovative, Fashionable, and User-friendly”? Choose your own three to five words and ask photographer and art director to follow this idea.

3. Be consistent.

When we make promotional materials for our brand, we start feeling like there are too many of brand colours around, or there are too many of the same style pics, and we tempt to be creative and change all of it. Please remember this statement! “While you see all your materials on a daily basis, your customers can see your advertisements or catalogues once in a week or even month. Give them a chance to remember you, be very consistent, convey your core values all the time; it’s crucial.”

Powerful Brand Driven Photography builds a reliable connection between your buyer and your product/company. Stronger connection — More trust; More trust — More purchases. When your clients are happy to be associated with your brand, they are tempted to share an experience with their colleagues, friends, and family. And, one day they become the ambassadors of your brand, that moment your business starts growing faster because there is no stronger medium than the “word of mouth.”