All posts by Miss Details

Design Is Meaningless Without Strategic Direction

Oct17

People frequently describe themselves as right-brained or left-brained – meaning they’re either analytical and verbal, or creative and visual. A strong brand, however, must be all of these. The best brands are a synthesis of sound strategy (left brain) and unique creativity (right brain). That’s why your organization needs a brand manager to provide strategic direction, and a creative director to oversee your creative process.

 

Why You Need A Brand Manager

An effective brand manager is a great leader, serving as an evangelist to build enthusiasm and passion around your brand. They wear many hats – from marketplace research, to marketing development, to overseeing promotional activities, to analyzing pricing and sales. Your brand manager ensures that the brand is accurately defined in all internal and external communications. A clear brand message gives employees a sense of purpose, an understanding of the company’s mission, and the motivation to deliver on your brand promise. Your brand manager is charged with safeguarding your company’s reputation by ensuring that employee actions are consistently in sync with your brand.

Establishing the right strategic direction is crucial to the success of any organization – impacting every facet of a brand’s products, communications, and marketing. As the architect of your brand’s image, a good brand manager recognizes valuable opportunities to help your brand grow long-term. A proactive approach to growth prevents the brand from being defined by people outside your company. Check out this article to discover five things all successful brand managers do. These fundamental skills are applicable regardless of your product category, geographical location, or industry.

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Where to Start When Designing a Restaurant Menu

Sep14

109 seconds. That’s how long your average guest spends studying the menu. You have all of two minutes to assure them that they’ve chosen the right restaurant – so your menu design, item descriptions, and menu configuration had better be up to the task. Below are a few important details to consider when designing your restaurant menu.

 

Descriptions – Dish names and descriptions are the heart of your menu, so phrasing that appeals to the senses is a must:

  • Nostalgic. Sentimental language builds a powerful emotional connection with your guests. Using words like “traditional” and “homestyle” evokes warm memories of food and family.
  • Appetizing. Descriptive menu labels such as “tender” and “succulent” enhance guest satisfaction with the meal. Incorporate geography into your menu selections (e.g. Maine Lobster Roll and Georgia Peach Pie) to make them sound more unique and inviting.
  • Humanizing. Discuss the origins of a recipe, or share details about the chef or restaurant owner with your guests. Did your mother use this recipe? Is it a favorite dish from your childhood?

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Innovative Ways to Build a Brand for Your New Restaurant

May17

Opening a new business is always going to be a challenge but when you are opening a new restaurant in a location where no one knows you and you haven’t built a loyal following yet, it can be more than a challenge. However, there are some things you can do right from the start to build brand so that people understand right from day one who you are, what you serve and what sets you apart from other eating establishments in the area.

Four Plus Decades of Positioning Should Have Taught Us Something

Back in the 1980s, a pair of advertising gurus by the names of Al Ries and Jack Trout came up with a marketing concept called ‘positioning.’ It is a four-fold concept in which a new company needs to decide where it wants to be seen in the public eye. Before you set out to brand your new restaurant, decide if you want to be known by:

  1. Product
  2. Price
  3. Place
  4. Promotion

Where do you envision your restaurant being positioned within those four approaches to brand?
Do you want people to know that your food is special in some way such as organic or artisan? That would be product. Do you want to compete with Burger King or McDonald’s? That would be price. What about a spot on the boardwalk of South Beach in Miami? Of course, that would be place and for promotion, you could go in almost any direction you’d like! Perhaps you could sign on a brand ambassador that would promote your business, or you could offer special promotions like “Two Times Two Tuesdays.

Visual Identification Is Key

Positioning should be a first step in developing a brand and the more innovative and creative you get, the more you will stand out from other restaurants in your locale. Next, you want to relate your brand image with your positioning. When you decide to create a menu, for example, keep everything from layout to graphics with the ‘position’ you want to be identified. You can get free restaurant menu templates which you can add your own graphics to, your own menu items and prices, and any little advertising slogans you want to display. Visual identification can have an impact on your positioning if used creatively.

You can never underestimate the importance of a brand and in opening a new restaurant in an area where the competition is stiff, you need to pay special attention to your positioning. By developing a brand based on your position within a market, you can quickly develop a following that is looking for what you have to offer. Whether you want to compete with the big guys or develop a unique niche all your own, use the positioning method to build a brand and see how quickly you become a success. Four decades later and we’re still exploring the benefits of innovative positioning, but once you’ve mastered it, memorable marketing and branding are within reach.

How to Successfully Expand a New Brand Online

Jan24

Are you planning to get an online MBA degree to start your very own company? In class, you are learning business strategy and implementation but what about branding? You need to know how to create and then build your brand once you step out of school.

Online branding is one of the most popular and effective tools nowadays. With people living in a digital age, it’s only natural that online branding is so important. So how can you successfully expand your new brand online? Here are some techniques that can help. Read more

Why Branding Matters

Dec27

Your brand is so much more than just your website or logo. It’s more than design. It’s more than the colors and typefaces you choose to represent your company. Your brand is your voice in the marketplace; it’s how you tell your story to the world. Creating a valuable brand depends on your ability to know what you stand for, and your effectiveness in communicating those values to others.

Most entrepreneurs enter the business world with an idea – not a brand. This idea may be so deeply personal that it’s difficult to share, and hard for other people to really understand. That’s why you need brand messaging. Your brand is your story and if you don’t tell it, it will never be told. To succeed, it must be planted in the hearts and minds (especially hearts) of your prospects and customers.


Perhaps no other company can boast of the emotional connection with customers created by Apple. Their marketing rarely focuses on what a product actually does. Instead, the company carefully instills an impression of how owning an Apple product will make you feel. All of their branding efforts reinforce this message. Whether you’re using one of their devices, visiting an Apple store, or purchasing online, there is a consistency to the experience. Every product, venue, and employee supports the brand image Apple strives to maintain.

The most successful brands own a word in the mind of the customer. For Nordstrom, that word has to be “service”. Employees personally notify their regular shoppers of special events and sales, and send handwritten thank-you notes to new customers. They’re taught that nothing matters more than pleasing the customer, and their efforts to do so are legendary. Read more

Why Branding is Important to Your Marketing Strategy

Dec20

Branding encompasses everything to do with the your overall customer experience. When defining a brand, you must take into account your company’s logo, website, social media interactions, and customer service philosophy among other things. But why is branding so important and how does great branding affect your company?

1. Branding Enhances Recognition

While your logo isn’t everything, it is still a major component of branding as it helps customers to instantly recognize your company. You should therefore put special emphasis on your logo design since it will ultimately represent the face of your company.

A memorable logo will have a professional design, be simple enough for people to remember and respect basic design principles. Sometimes a simple icon is enough, for instance, the logo of Top Tests features a simple outline of a car which instantly indicates what the site is about. Adding an icon isn’t always necessary when creating the company logo, but it might more easily identify your service.

2. Branding Builds Trust

When you portray a professional appearance, it builds trust and credibility. Customers are more open to buying from a company that appears sophisticated and legitimate. Trust is the foundation of any relationship and branding will help you form personal relationships with emotional connections with your customers. Read more

How to Build Your Company’s Culture Around Your Brand

Dec19

Your brand is so much more than just a logo, an advertisement, or a website. It’s the promise you’ve made to your customers – the tangible benefit that makes your product or service desirable and unique. What sets your business apart in a crowded marketplace? Does your culture reflect that differentiation? If there’s a disconnect between your internal operations and your messaging, employees will have little reason to believe in – or advocate for – your brand.

Here are four steps you can take to ensure that your company’s culture is aligned with your brand promise: Read more

How Branding is Related to Culture

Dec13

Your brand is so much more than just what your customers see on a label. It conveys those qualities that really distinguish you from your competition – your unique values and characteristics. While it’s easy to focus primarily on advertising, promotions, and customer relations when developing your brand, you’re missing out if you ignore the impact of corporate culture on the branding process.

The relationship between your brand and your culture can make or break your business. Your company’s culture includes its values, vision, norms, beliefs, and habits. Developing a corporate culture that supports brand growth should be a top priority, since a robust culture will strengthen your brand – just as a weak culture will hinder it.

Craft a culture that supports your brand by hiring and training the right employees. Seek out people who are passionate about your vision and whose goals align with your brand. Like-minded employees who respect and share your ideals will adapt more fully to your company culture. Read more

How to Develop a Strong Company Culture

Dec06

If your business is looking to hire and retain the most talented employees, differentiate your brand, and attract desirable clients, you must develop the right business culture. Your culture is simply the set of beliefs and behaviors within your company that determine how it is run. Three crucial components of any business culture are:

Mission.

Your company mission should impact every decision that your employees make, and your mission statement is a simple – yet crucial – element of your culture. Formalize and document it to ensure that all of your employees and new hires fully understand what you are trying to accomplish. In this article, Hubspot provides 12 outstanding examples of inspirational mission statements.

Values.

Your company’s values are at the core of its culture, providing a set of guidelines regarding the behaviors and mindsets needed to achieve your mission. Values define what your company stands for, establish the workplace climate, and help to determine how success is defined and measured.

Practices.

Values don’t amount to much unless they are enshrined in your company’s practices. For instance, if you claim that your employees are your company’s most valuable asset, you must be prepared to visibly invest in them. Your values should be reflected in the daily operating principles of your business.

While culture is somewhat intangible and subjective, there are a few metrics that you can use to track it. These metrics will help you determine if your culture contributes to an effective, engaged workforce. Read more

How to Use My Brand to Make Strategic Decisions in My Business

Nov29

Effective brand messaging requires effective brand positioning – one area where far too many businesses have failed. According to a 2015 study by Gallup, only about one-third of the American workforce said their company’s mission makes them feel like their job actually matters. This is significant, because a strong brand requires a commitment from each member of your team, and it can’t be created by a marketing department alone.

Here are three steps you should take to infuse your brand essence into every part of your organization:

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