| When you think of creating a new brand, it's easy to | | | | own unique terms and philosophies. For example, The |
| think about advertising managers sitting around a | | | | FLY Lady stands for Finally Loving Yourself. |
| conference room tossing around ideas with caffeine | | | | Fans of the FLY Lady know that she lives by three |
| fueled creativity. However, often times, the most | | | | rules. |
| powerful branding comes from adding a little "fun" to | | | | 1) Don't sweat the small stuff |
| your brand experience. | | | | 2) Laugh everyday. Even if it is at yourself. |
| Driven by the Burger King mentality, today's customers | | | | 3) Love like there is no tomorrow. |
| want to do business their way on their time. They | | | | If you visit her website at FlyLady.net, you'll notice that |
| want to make their own choices. As business people, | | | | her brand is even reflected in some of the names of |
| it's our job to make sure then when customers are | | | | the navigation links: Why FLY, FLYing Lessons, FLY |
| ready to make their choice, our product or service is | | | | Zone, Time FLYs when, FLY FAQ, FLY Library, Join |
| their top choice. | | | | FlyLady Now, Ask FlyLady, and The FlyShop. |
| Below are five secrets to put some spark and | | | | Secret #3: Add Your Unique Brand of Humor |
| imagination into your brand and create an unforgettable | | | | Humor has the power to transform an ordinary |
| brand experience. | | | | product into a fun experience for the whole audience. |
| Secret #1: Tell Your Company's Unique Brand Story | | | | Recently I saw a commercial for Red Stripe "The |
| Television shows have long been a part of our culture. | | | | Great Jamaican Beer" that delivers an unforgettable |
| When viewers watch television shows, they see | | | | quirky message. |
| stories about characters that we relate to. Remember | | | | The Jamaican spokesperson is dressed in a black |
| the Brady Bunch theme song? It tells the story of a | | | | tuxedo and says, "Red Stripe - the beer in the short |
| lovely lady... well, you know how it goes. | | | | stubby ugly bottle. If ugly people stand next to a Red |
| Now imagine harnessing the power of storytelling for | | | | Stripe they look beautiful." |
| your business! By sharing your brand story, you create | | | | He speaks to a man who is sitting next to him, "You |
| a powerful connection to your customers. They feel | | | | sir, would you say that you are ugly? |
| as though they know you. This brand story paints a | | | | (Pause) You are VERY ugly!" |
| colorful vignette of who you are, what vision you hold, | | | | The man who is sitting down replies a little confused, |
| and what experiences made you the company you | | | | "Well I don't know..." |
| are today. While your brand story might not be as | | | | The spokesperson hands him a beer and says, "Here |
| catchy as the Brady Bunch tune, raving fans love to | | | | hold this Red Stripe." |
| share stories of their favorite brands with others. | | | | The man says, "Okay." |
| PartyLite is a direct sales company that has done a | | | | The spokesperson says, "Look, you are beautiful!" |
| phenomenal job of weaving their brand story into their | | | | (Obviously implying that just by holding this beer this |
| marketing message. Listen to the story of how this | | | | formerly "ugly" man is transformed into being beautiful.) |
| company got started. | | | | Spokesperson says enthusiastically, "Red Stripe, it's |
| "Mabel K. Baker, a young housewife, provided holiday | | | | beer. Hooraaaayy Beer!" |
| candles for her friends. She hand-dipped candles from | | | | The man cheers, "Hooray Beer." |
| the wax of bayberry plants, which were plentiful on | | | | The spokesperson adds at the end, "...says the |
| Cape Cod. From these humble beginnings, Colonial | | | | beautiful man." |
| Candle of Cape Cod was established. In 1973, | | | | The point is, that although you may have never heard |
| PartyLite was established to satisfy the desire people | | | | of Red Stripe beer before, this funny commercial really |
| have for home beautification, along with the | | | | sticks in your mind. Even though we are not beer |
| ever-increasing need for additional family income." | | | | drinkers, this commercial is surely creating living room |
| Now can't you just imagine Mabel sitting outside and | | | | conversations in homes across the country. |
| turning her gaze over to the bayberry plants in her | | | | That's how a funny campaign can instantly turn a new |
| backyard! Surely a light bulb went off in her head as | | | | or unknown product into a national phenomenon. |
| she picked berries off the bush and harvested the | | | | You should check out this very funny commercial |
| wax to make gift candles for her dearest friends. A | | | | online at their website here: |
| story like this makes you feel like when you get a | | | | Secret #4: Create your own Catch Phrases and Own |
| PartyLite candle, that you are getting more than a | | | | Quotes |
| factory made product. Rather, you are getting a lovely | | | | If you type the words "inspirational quotes" into Google, |
| crafted handmade candle. Great story and great | | | | you will see that there are 1,130,000 listings. Quotes are |
| marketing! | | | | hot! So why not tap into the power of quotes and |
| What's your brand story? Do you have a wonderful | | | | catch phrases for your business? |
| story to tell about how your business was started? | | | | Go back in your mind to the "Where's the Beef" |
| Was there a turning point in your company that | | | | commercials from Wendy's. That was a fun series of |
| shaped you into the organization you are today? | | | | engaging commercials that had the whole country |
| Secret #2: Make Your Brand a Household Name by | | | | asking themselves, "Where's the Beef?". |
| Coining the Term | | | | And think about Donald Trump's "Your Fired!" I'm sure |
| Why define your brand experience in terms we | | | | that he had no idea that his show, "The Apprentice" |
| already use? Kleenex, Xerox, and Fed X are | | | | would take off the way it did and become the "in |
| companies whose brand names have set the | | | | thing." |
| standards for their industry by becoming the coined | | | | When you create a hot catch phrase or quote, you'll |
| terms to describe a tissue, making a copy, and | | | | find your words popping up on websites, in blogs, |
| overnight deliveries. | | | | talked about in elevators, written on bathroom walls, |
| So how do you go about making your brand a | | | | and in the most unexpected placed. |
| household name? | | | | Take a moment to step back and really look at your |
| Marla Cilley, aka "The FLY Lady" is an organizing super | | | | company's brand. With a little imagination, you can |
| hero for moms across the county. She has turned her | | | | transform buying your product or service into a fun, |
| passion for tidiness into a nationally known brand. | | | | one-of-a-kind brand experience that your customers |
| How did she do it? By adding an ounce of fun with her | | | | will never forget. |