A father and son both own cabinet installation companies, the son’s business is thriving while the father’s is struggling, what is the difference? Why is the son’s business working with larger corporate clients and earning greater profits?

One significant difference is that the son invested in branding his company while his father never did. When we talk about branding, we are not talking about just a logo, we are referring to the set of tools used to market a business and the experiences your customers have with your business. It is the perception you want people to have about your business.

Using visual and verbal consistency to promote your brand is a great first step. Building a brand is not about short-term results but about long-term results, it takes vision and dedication. And yes, every small business can accomplish this, here are the ways we worked with our client Cheyenne Dental Group to build a successful brand:

1. Defining the business and how we want to be perceived

Cheyenne Dental Group was started by Dr. My G. Tran, DDS, a dentist younger than most of his peers. He wanted to emphasize that his office incorporates the latest technology that is more advanced than surrounding competitors. However, unlike other state-of-the-art practices, Cheyenne Dental Group is affordable for most patients.

2. Determining the audience

Cheyenne Dental Group’s focus was to penetrate the Las Vegas community, a community that is saturated with dental practices, so we focused on a target audience – younger families and young couples. Research showed that the female in the family generally makes healthcare decisions; and the brand identity was developed to connect with the female audience. Dr. Tran wanted his patients to feel comfortable that his practice can provide comprehensive care for every family member.

3. Telling our story, one that people will remember

The visual illustration we developed of a young couple dancing on grass and a smiling cloud, exclaiming “When you smile…The world smiles back.” is an advertisement that the community has associated with Cheyenne Dental Group over the past 3 years. The ad was meant to signify that having a healthy and beautiful smile makes a positive impact. Along with the illustration we included a coupon that provides a financial incentive for people to experience care at Cheyenne Dental Group. In this ad, we were able to accomplish two things, show that Cheyenne cares about the health of a person’s smile and provides it at an affordable rate.

4. Consistency and details matter

Cheyenne’s colors, logo, and curved styling are all a part of their visual identity system used on all marketing collateral to maintain a consistent brand identity. The curves in the design are supposed to portray friendliness and engage the female audience, while the metallic shine on the logo communicate the cleanliness of the office.

We used these design elements and messages on all of the practice’s print collateral, web design and email marketing. Patients began to quickly identify what the logo, pictures and colors represented.

5. Follow-through with the customer experience

The perception you build with the branding design and messaging has to align with the reality of your service. Nike and Apple do a great job bringing the brands to life, when you walk into those company stores there is a specific experience they provide.

Again, Branding is not as simple as a logo, or consistent designs, it is a holistic approach of how you portray your business and follow through. Cheyenne Dental Group has been very successful with its brand; it makes a promise through visual and verbal consistency and keeps the promise with the patient experience.

Cheyenne Dental Group is a lot like Apple and Nike, it promises to provide “the premier dental experience”, and it follows through; from the friendliness of the front desk, to the flat screen televisions, and digital x-ray machines they use for exams.

On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest. Not great numbers if the purpose of a headline is to get someone to read your material.

Before you read more, your takeaways from this from this article will be:

1. Headlines are a promise to your reader
2. Have a set goal before writing your material
3. Write, rewrite, test, and rewrite
   
4. Headlines with lists and “how-tos” are very effective
5. The best headlines are specific and straightforward

Headlines (and email subject lines) are a promise to your reader of the value that you will be providing; specifically, what they should expect to takeaway from the article or email you crafted. Therefore, you have to promise that what you are offering will make an impact and is worthwhile.

It is essential to have a goal prior to writing an article, email or blog post, usually to receive a response from your target audience. In business, you normally want a response that causes the reader to act (i.e. for the reader to comment and like your post or in this case to connect with me on Linkedin).

Writing and rewriting – investing the time and effort to tweak what you have started writing will help you make the headline useful. Typically you should give yourself a day away from the material so you have fresh eyes. If you are writing your sales page or website landing page, you should write a dozen headlines and test which works best.

Numbered and list headlines are successful because they tell you the amount of information the reader will receive. With a headline such as, “99 Tips to Makeover Your Home”, your reader knows exactly what they are getting by reading your article.

Stating the specific outcomes the reader will get by reading your article is extremely effective. For example, a headline that reads “7 Tips That Will Help You Save 130% on Your Summer Vacations” will grab more readers because it tells them what to expect. By reading this headline we know the number of tips we are getting and the amount we will save by following those tips – pretty straightforward.

A great tip I learned was to emulate headlines on the front cover of magazines in supermarket aisles. Those headlines only have a second to get the shopper to buy the entire magazine – they need to be powerful.

Remember “repetition is the mother of skill.”

Click here to connect with me on LinkedIn.

Word on the street is that blogging helps with your search engine optimization efforts, and yes that’s true, however the main idea you should keep in mind is that blogging is a “value-added deliverable” that differentiates you from competitors and helps create the perception that you are the absolute expert in your field. By educating and informing visitors of your blog, you are building trust with each one of them. And as you should know by now, all things being equal, people will do business with those they like and trust!

What Are Others Writing About?

Your first step is to determine if your audience is using the Internet, (nowadays, I think it is safe to say they are) and to find out what other people in your industry are blogging about / and getting responses for.

You can always start the researching process by searching your business category (i.e. “business law”) combined with the word “blog.”

What Should You Write About?

As with any marketing or communications material, a blog post has to be tailored to your customer base. That means the blog posts have to be timely, useful and easy to comprehend. Some ways to accomplish this are to write:

• How To’s: How-To articles have been popular since the invention of the magazine.

• Product/Service descriptions: People may not be familiar with some of your products or services, so writing a thorough and easy-to-comprehend description can save you time. Your prospects will use it as reference to become more educated instead having you answer their million and one questions.

• Comparisons: Your business might offer services/products that compete with each other or other services. For example, if you do financial planning you can write about Roth IRAs vs. Traditional IRAs.

• Success Stories: Here’s a chance for you to brag and be informative at the same time. If your company has success stories which I hope you do, writing a blog post can be a great way to publicize it and get people excited about what kinds of results they can expect when working with you.

• Statistics, Day-to-Day examples, Valuable Resources, etc can also make great blog posts.

The only approach I would avoid is making your blog a Public Relations tactic/newsroom. However, we do recommend mixing news about your company and valuable posts for your customers.

If you would like any specific blog ideas for your business, please leave a comment about our blog and we’ll message you some Great Ideas.

Imagine you are at a networking event, a chamber of commerce function, or an industry conference and you just stand in the corner the whole time…nothing gets accomplished, right? Well if you are not contributing your knowledge in the online world, then you my friend are standing in the corner and missing out on your opportunity to retain your next customer.

Tomorrow or the day after, you are going to meet a potential prospect that knows they need your service but has no clue about the intricacies or the complexities of what you do. They want to learn more and when you meet them, you might have a minute to initiate a dialogue – but typically that’s not enough time to truly establish the value that you can add to their business.

Here’s a great example:

There are two tax services companies at your local chamber of commerce and as a striving business owner you know you need to hire one.

Tax service company rep A and B are both nice people, both seem trustworthy, and both are referred by other members. At the end of your conversation they leave you their business card with a web address.

Company A’s website has a whitepaper, a “how-to” guide, an updated blog, links to helpful websites, and more information than can you probably handle.

Company B has a nice looking website but no extensive information other than their company address, a few stock photos, and the typical tag line about how they are reliable and that they provide solutions.

Now, which company will you call first? Exactly. It’s officially time for you to join the party.

Before the popularity of Internet, testimonials were typically found on your company’s print brochures, press kits, and even print ads. Now that the Internet is extremely popular (to say the least!), there is an ever-growing platform to help prospects further their consideration of purchasing a product or service from you.

In order to leverage your testimonials successfully in today’s web-hungry world you must make sure to they are seen by more than just visitors to your website. But before you learn where to place your testimonials online, it’s vital to know how to craft an effective testimonial.

1. What Does A Great Testimonial Look Like?

All testimonials are not created equal. Some are full of fluff and a waste of space. A good testimonial provides the individual with a quick route to the great, dependable, safe buying decision they really want to make.

Unique Selling Proposition (USP) – This is where your company offers a differentiation that sets you apart from your competitors. People like to buy stability and consistency. And when your USP is emphasized over and over again with testimonials, it shows there is consistency and longevity associated with your brand and its promise.

Hard Value – Is measurable, you can express it in numbers or percentages. For example, has the individual generated greater revenues by “X” as a result of your business relationship?

Soft Value – These are a little bit more difficult to measure, because you aren’t expressing the values as numbers or percentages. Utilize descriptive words and phrases like “Greater piece of mind,” “Enhanced brand recognition,” “More security and stability” …etc.

Time Element - People want to hear how long it takes to the results of your product or service. It is one deciding factor for them.

Loyalty & Future Business – You want your customers to say they are continuing to work with you now and in the future. Your company is the one they trust and theres no reason to go with any other competitor. This will leave a powerful impression for people and they will be eager to become your next customer.

2. Where Should You Place Your Testimonials Online?

Capturing  a great testimonial won’t mean much unless it is effectively communicated to the right person at the right time. In the ever-growing online world, people will very likely come in contact with your brand in more places than just your website. Here is quick list of places you should considering putting your online testimonials.

Website Homepage – Potential customers will most likely see your company homepage before any other online material. You have just 2-3 seconds to convince them they should not leave. By placing a brief, powerful testimonial  in an easy-to-read area you are multiplying the likelihood of the visitor’s consideration to contact your company or purchase what you are offering.

Blog – Sidebars and columns can be a great place to add company testimonials. They can also be placed effectively under blog posts as comments (if your blog allows other to leave comments).

LinkedIn – In this business-heavy social media platform, testimonials can go a long way in promoting your individual brand or company’s credibility. You simply ask for recommendations from others within your network. You can even choose which testimonials you choose to publish for others to see, so don’t be afraid to solicit recommendations from your network!

Facebook – From research and other people’s reviews – case in point! – there doesn’t seem to be any spectacular Facebook apps for soliciting and retrieving testimonials yet. However, if you have a Company Facebook Fanpage, there is tab labeled “Testimonials” you can easily add in your profile settings.

Video/YouTube – Internet video is growing at a rapid rate. The power of an individual explaining your benefits and products in a story format is huge! By using the right tags and keywords to optimize your posts, you can even use these video testimonials as a way to increase traffic to your site.

Local Business Directories – If your business is dependent on customers from a close proximity (ie, dentist, dry-cleaner, restaurant, gym..etc.) than you should know more people are searching on local directories like Google local and Yelp! than ever before. Encourage your happy customers to leave positive testimonials and high reviews on company pages you set up on such directories.

Did you know that NFL teams used to give away seats behind the end zone for Free?

Yes, the most popular sport in the United States since the late 1960s – gave seats away for FREE! More attendees sat in those free seats than those who paid for the “better” seats. This was another fascinating nugget that fed to my obsession with consumer behavior and made me revisit my consumer behavior books.

To help me understand how humans think and act when making purchases, my Consumer Behavior instructor at UCLA recommended the Times best seller, Predictably Irrational: The Hidden Forces That Shape Our Decisions by Dan Ariely. Ariely reveals that humans react to the word Free without rationalizing the outcomes of their choices. He also uncovered our fear of loss (money, love, material, memories) and an affinity to gain.

In developing our company’s strategic plan for 2010 and my time management chart, I included my current involvement with a handful of non-profits to which I give away a lot of my time, knowledge, and company resources. But I realized that volunteering is not enough and that I need to utilize social media to give even more. This year I want to give away more because I know that using social media to give is going to be a guaranteed touchdown!:

FREE Webinars
FREE blog posts
FREE podcasts with industry experts
FREE events for businesses to connect and learn

Now that you know this information about our love for anything free, do you think that can you give away more next year?

Online business reviews: The reason your business should have a strong online presence. – Parham Nabatian

The other day I saw an article in the Los Angeles Daily News about a classic Los Angeles BBQ joint opening a new branch in the San Fernando Valley and I decided before I would eat there I would use the website www.Yelp.com to find reviews about the food & service at the new location. As a marketer this made me realize how social media has compromised traditional media when it comes to influencing shoppers, restaurant goers, and buyers. For various reasons there is a growing trend of consumers using social media to obtain product information. Before I divulge further, here are some important facts about Yelp.

TIME magazine listed Yelp.com as one of its 10 essential sites

Yelp.com allows you to search based on address, city, state or zip

Yelp.com’s directory includes any and every kind of business

According to the site, users have written over 5 million reviews and as of February 2009, more than 20 million people looked up a business on Yelp in the past 30 days.
As the facts have shown, Yelp.com is a very popular website and should not be underestimated by any business. Just take a look at the lawsuits against Yelp reviewers and the site itself. Crisis management experts have their work cut out.

All of this should reveal the importance of having a social media presence and maintaining it properly, no matter the size of your business. Simple you cannot underestimate the “20 million people who looked up reviews in the past 30 days.”

As a business owner, you have to ask yourself:
Do we have a website that is strong enough to combat negative reviews?

Could we reward our customers and clients for perpetuating their positive experiences?

As a restaurant, could uploading pictures of our “mouth watering food” draw a potential customer?
Remember, even if you don’t want your business on the web, someone will place it on there. Why not have your say!

In conclusion, a strong online presence is vital. Make sure you monitor and manage your business’s reputation online. Hiring an experienced, creative company that is up to date with the latest new media marketing tools is the one of the best investments you can make to maintain your brand in the new online world – where anybody can publish anything with a click of the mouse.

By the way, I never went to the BBQ joint there, too many negative reviews!