How do you feel when you see the name McDonald’s?
In my mind, I see the Golden Arches. And I think “cheap, fattening food I can’t stomach.” Others love Mickey D’s because they know the Big Mac tastes the same, whether they’re eating it in Peoria or Paris. And that’s reassuring.
- My customer service manager’s name and telephone number everywhere. “If you need help, call Christine Buffaloe at 619-955-5772. Or me at 262-284-7451.”
- My personal replies to emails, even if people need help and I don’t know them. (They get a free tip, and often a link to a product I sell where they can find more.)
- Little surprises sometimes tucked inside product packages, from gourmet dog treats to Publicity Hound notepads.
- Humorous dog videos, jokes and quotes I share in my ezine and on the social media sites, just to keep things fun.
- A free special report or CD of the customer’s choosing when we screw up and ship the wrong order.
- My own vocabulary tied to The Publicity Hound theme. I call my followers my “Hounds” with a capital H. People who don’t know the correct publicity techniques are “media mutts.” And when I do something dumb, I’m “sent to the dog house without my dinner.” That’s called sub-branding, and I learned it from marketing strategist Tom Winninger. How do you know when it’s working? When your customers start using the same words and phrases, and suggest others.
Let a Survey Help You
Early last year, I registered for a Stompernet teleseminar hosted by faculty member Don Crowther. His guest was survey expert Jeanne Hurlbert, PhD, who discussed the value of customer profile surveys and how you can use them to create a roadmap for your business.
- Choose a theme, something obvious that can be associated with your signature product or business. If your theme plays off the name of your cat, and your business has nothing to do with cats, go back and start over.
- If you’re having a difficult time thinking of a creative name for your business, don’t force it. Instead, go for a walk, or take a swim or shower. Water and exercise invite creative ideas. “The Publicity Hound” came to me during a six-mile walk.
- When you hit on a successful brand and get great feedback from your market, spend the money to trademark your company name and logo.
- Be consistent. Use the same photo, tagline, logo, colors, style and design in everything you do, from your website to printed materials.
- If you’re not sure what your customers think of your brand, ask. Consider a customer profile survey.
- Listen to what your customers say about your brand. If they aren’t saying anything, it’s probably not a brand.
- Remember that reputation absolutely supersedes everything.
In keeping with the dog theme, my German Short-Haired Pointer, Bogie, is joining me in my new business profile photo which will appear at my website. But I’m not sure which of two photos I should choose for the homepage.
Bette Lou Higgins says
Dog-gone good tips — particularly “Why do so many people, by the way, not answer their phones but think nothing of spending two hours a day on Twitter “building relationships”?” I understand how social media equates to publicity, but “relationships”? — Real relationships happen in more than 140 characters and usually in person. (Although I completely understand the power of the Letter — I know of a couple who “dated” for 4 years via letters between the US and England. They’ve been married for more than 40 years!)
Jeanessa Garcia says
Hello:
Bogie on your lap, although the other pic is adorable too.
Regards,
Jeanessa
Puerto Rico
Jennifer says
Hi Joan! I like the face-forward one for your main picture; the nose-to-nose one is cuter, but would be more appropriate for a dog groomer/trainer/communicator. 🙂
I mainly wanted to say that while your article is packed full of great advice, there is one thing I’d like to correct. You mentioned your logo was put together with the help of a graphic designer and clip art. I’m not a lawyer, but after doing quite a bit of research on clip art copyright and usage issues for my workplace, I found that clip art is almost exclusively forbidden for use in logos in nearly any terms of usage. Microsoft, for instance, expressly prohibits use of their Office clip art in logos.
It’s because a logo represents a business, and therefore becomes the intellectual property and symbol of that business. But clip art can’t be “taken” for use by a business, it’s only licensed for use (e.g., borrowed), so using it as part of a logo violates its terms of usage.
Of course, if the clip art has been used only as inspiration, and significantly modified from the original by a graphic designer (enough that it now qualifies as an original piece of art), then it’s able to be used in a logo.
Just a friendly heads-up for you and your readers. 🙂
Thanks,
Jennifer Nagel
Dandelion Video Production and Marketing
http://www.dandelionvideo.com
Joan says
Thanks for your comments, Jennifer. I consulted with an attorney first to make sure I was on solid legal grounds. I then had his wife, a graphic artist, make significant changes to the clip art so I could then use it for my logo.
Good reminder for others who are considering using clop art for their logos.
Les Cross says
Thank you very much for those links – solid gold nuggets, there!
Half-way through reading the branding article a tag-line for my forthcoming website hit me squarely between the eyes! I’m off to check to see if anyone else has thought of it. . . !
You really do deserve the number one spot in the publicity world!
Joan says
Glad I could help, Les. Can’t wait to see the tagline.
Samantha Hartley | Enlightened Marketing says
Joan, I appreciate your explanation of branding demonstrated with your own example. It’s such a comprehensive look at ALL the many things that make up brand, not just your adorable logo. As a dog person your brand stood out to me when I first found you ages ago, but it was the depth of expertise in PR that kept me engaged in your work.
Surveys (or simply asking your clients) are such a good way to get a feel for what’s coming across in your brand. In one I did last year, some smart-aleck wrote, “You want ME to tell you what YOUR brand is?” I thought, “Of course, I do, dopey!” No amount of Expert in my job description makes me enough of a mind reader to know what my clients perceive.
FWIW I love that gravatar with your big smile, and I’d recommend the very polished Joan-with-Bogie pic for your main headshot with the fun kissing one as an alternate (great to break things up – maybe on the About page).
Janet Huey says
Of course as a dog person I like the kissy face pic, but
not every one is a dog person; that might be a turn off to some, so I am voting with the others: lap picture as primary and kissy face as a secondary.
Great article!