In the News
Delineating your brand in a crowded marketplace
We all know it: it’s noisy out there. How to make your business stand out? Focus on your brand: the aspects of your business that transcend products and are timeless.
- Define your brand vision. Articulate the aspirations for your brand. Why are you undertaking a branding initiative right now?
- Collect insights from your customers and prospects. What do they feel are the emotional benefits? Emotional benefits are harder to deliver and, therefore, more differentiating and more motivating as message drivers.
- Plot a benefits ladder. List your products’ functional attributes on one side, and your customers’ reported emotional benefits on the other. See how they “ladder up.”
- Craft a brand positioning statement. Studying the benefits ladder should help you focus on the higher-level benefits that differentiate you in the marketplace. This can lead to the development of a central brand idea that is the basis for slogans, logos, campaigns and other creative expressions of the brand.
- Test your new brand idea. Make sure your brand positioning is optimized. Get feedback from employees, current customers, and prospects.
Clarity helps ensure longevity. Boost your branding to a higher level by examining your products’ functional and emotional benefits to clients, and optimize that new brand idea.
What you’ve missed on Facebook
Here are some of our recent Facebook posts. “Like” us to get in on the goodness.
- See how Photoshop “airbrushing” completely overhauls a model
- Learn the secret meanings of color
- Tool for seeing if your site is safe from the Heartbleed bug
This month’s winner: Mary Quin!
Our VisoVerbo champ wins a digital print featuring this one-of-a-kind design. Have a favorite quote or saying? Send it in! If your quote is chosen, you’ll receive a digital print of your custom design suitable for framing! Check out your competition here.
100 Men Who Cook
The Bloomington Hospital Foundation serves to support IU Health Bloomington Hospital by raising funds for equipment, services, and programs. This year they partnered with Old National Bank to present 100 Men Who Cook, an annual fundraiser where over 100 male chefs show what they can do! This year’s beneficiary was Volunteers in Medicine, a free medical clinic serving people without health insurance.
Last year was Bloomington’s first 100 Men Who Cook event. It was promoted by its sponsors but did not have a dedicated website. This year they decided it was time to set up a web presence that could be maintained for future iterations of the event. We worked closely with staff from the foundation, Old National Bank, and VIM to showcase the chefs, sell tickets, and encourage additional donations.
The color palette was inspired by the brand colors for Old National Bank, the event’s main sponsor. We designed a dynamic layout that is easy to use and communicates the high-energy, fun nature of the event. We made the design responsive, which means the layout changes to fit different devices depending on whether the viewer is using a tablet or phone.
We also set up ticket sales and donations so staff could manage everything on the back-end in one easy step. The site was built in WordPress so the staff can make updates, not just this year, but for years to come. It’s an investment that will continue to pay off!