The Quisenblog

Let’s say you are a start-up company with a new product in a competitive category and a very limited marketing budget. Where would you start? Which of the following would you guess would give you the most “bang for the buck”? Which is the most likely to make you famous?

A) Develop a visually appealing logo.
B) Develop some distinctive packaging.
C) Develop a friendly web site.
D) Develop a smart, descriptive tag line.

So what would it be? The logo? The tag line?

If it were my money, I would invest it in “B.” I’d first put emphasis on developing distinctive packaging. Why? Two reasons. First, product packaging is the key touchpoint the customer will have (at least initially) with the brand. With the packaging, you have the opportunity to define the brand for the customer. It is the chance to compete on a level playing field, head-to-head with your competitors.

And secondly, at its best, package design can elicit an emotional reaction from the consumer. It can make him feel happy. Or smart. Or frugal. Or luxurious. A package can infer the values of the brand and engage all the physical senses. The consumer can see it, touch it, smell it, all of which goes into forming a lasting impression of the brand. Instantly, it helps him form a decision about it: yes, this is a useful product I should consider, or no, this is not a product I would be comfortable with or it looks like what I’m already using.

In fact, stop for a moment and think of a product you love. Chances are the mental picture in your mind is of the packaging.

Sorry to say, but I’ve yet to hear of anyone getting teary-eyed over a logo or getting inspired by a tag line.

What is it that makes a package stand out in the sea of 45,000+ items shoppers are confronted with in some retail environments? Four words: respect for the eye. A pleasing color palate. Eye-attracting negative space. Clean, uncluttered type and graphics treatment. And finally, some sort of visual “hook” that makes it stand out amongst its competitors.

I don’t mean this to diminish the need for a crisp logo and a thoughtful tag line. It’s just that as far as impact goes, organizations owe it to themselves to spend a proportionate amount of time and resources on the part of their business that wins sales.

Posted by Mickey

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Mickey Media, On Customers aesthetic, brand association, brand emotion, business sales, competition, distinctive packaging, logo, marketing budget, start-up company, tag line

In this scene from the movie “City Slickers,” trail-hardened cowpoke Curly (played marvelously by Jack Palance) sums up the secret of life for city slicker Billy Crystal:

One Thing. The secret of life. Also the secret for succeeding in business. Another term for your One Thing is your Brand Vision. It is the one thing your customers agree you do better than any of your competition. The one thing you want your customers (and non-customers) to think of every time your name comes up.

So what is your One Thing? Is it fast, cheap, attentive, sturdy, sleekly-designed? Is it reliable, techie, funny, intuitive, caring? Summing up your competitive strength in one word might seem simplistic, but in truth, one word is all your customers and prospects will reserve for you.

And please, no boiler-plate terms like “world-class customer service.” In addition to activating my gag response, it doesn’t mean anything until you back it up with specifics. It may make management feel all warm and fuzzy, but to the customer, it’s just table stakes.

Think you have your word? Make sure none of your competitors can use the same word to describe themselves. If they can, you need a new word.

Once you’ve discovered your One Thing, figure out how to engineer more of it into your products or services. If you determine your word is ‘”reliable,” for example, consider initiatives that will reinforce that strength in your customers’ minds. A super-long warranty, no-questions-asked return policy or a zero-deductible repair policy would be a few examples.

The strongest brands have always had their One Thing. A few examples: Ferrari. FedEx. McDonald’s. The Grateful Dead. Four different brands, and you probably have no problem coming up with a single word to describe them.

So how about you?

Posted by Mickey

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Mickey On Customers brand vision, Business, City Slickers, competition, Customers, FedEx, Ferrari, McDonald's, The Grateful Dead