Tag Archives: brand

What Makes a Brand Influential

We come across thousands of brands every day. Our daily lives have become so saturated with them that it is impossible for individual brands to get noticed. Every brand wants to stand out and be influential among consumers, but only a few have ever been able to achieve this. So what does it take to make a brand influential?

  • Trust: Your audience has to be able to trust you. If your brand breaks promises or lies to consumers, no one will be willing to come back for more. Eventually, everyone will stop listening to what you have to say.
  • Engagement: You must actively engage with your consumers and allow them to actively participate. Make a name for yourself by getting your audience to participate in something they wouldn’t normally do.
  • Storytelling: Tell a story that catches people’s attention. Show that you have something different to say and they will be more willing to listen. Coca-Cola, for example, has always shared stories about spreading happiness along with promoting togetherness, which has made people want to listen. With so many brands spreading negativity by putting down their competition, Coca-Cola’s positive storytelling approach causes their audience to pay attention to what they have to say.
  • Leading the Pack: Make the people see that you are ahead of your time and give them something to watch. You can’t do what every other brand does and expect different results. Think outside the box and look toward the future.
  • Relevance: Don’t find something that works for you and continue to just do that. People will get bored and stop listening. You need to stay up to date and continue to change so people will wonder what you’ll do next.
  • Presence: Consumers will never know who you are unless you create a strong presence for yourself. You can’t be heard if you aren’t seen. Be present across all different platforms so your brand becomes easily recognizable.
  • Interaction: Create contests, get opinions and answer questions for your followers. Make them feel as if they are a part of your team and they will listen to what you have to say.

Do you have any other ideas on what makes a brand influential? Tell us in the comments below!

The Benefits of Having a Company Blog

In this age of digital media, it has become an expectation for companies and brands to have blogs. While managing and maintaining a company blog can be time-consuming, we encourage all of our clients to put effort into having one for several reasons:

  • Drives traffic – Having a blog that is updated at least monthly creates more content for your website. This flow of fresh content will help your SEO ranking, making it easier for potential customers to find you in search results.
  • Complements your social media – Not only does blogging automatically give you good content to use on social media, it gives you a space to expand on ideas in a way that is not possible on social media.
  • Show off expertise – Whatever your industry may be, a blog allows you to establish your brand as the “go-to” expert in your field, potentially leading to new business.
  • Engagement – Having a blog offers customers more ways to interact with your brand, creating more opportunities to form a relationship. You may be able to transform some of these new relationships into brand advocates.
  • Cost –There are many great blogging platforms that offer free services – WordPress is one of the more popular options.
  • Additional content – Think of a blog as an extension of your website and your social media pages. It gives people more information about how your company operates, who the members of your staff are, what your philosophies are and your areas of expertise.

If you have a blog, tell us why you started one in the comments!

Marketing 101: Radio

Marketing 101 is a series of blog posts in which we will explore a variety of different mediums, methods and strategies along with some basic ideas for making them work for you. We hope you’ll continue to check in with this series as we go and share your ideas and insights with us.

Radio

Owning and operating a radio station with competition from CDs, iPods, DVRs and other devices that deliver similar programming are a true challenge.  I know, because for 20 years, I had the good fortune to be the program director and/or on-air talent at several radio stations within the Pittsburgh market.

Radio stations operate not as jukeboxes or newsrooms, but as businesses. They are profit centers for the companies that own them. Radio stations have multiple means of generating revenue, which out of necessity may take precedence over your favorite song or a juicy talk show spat! The largest of these means are commercials. Stations sell airtime to advertisers as a way of increasing the merchant’s bottom line.

As the commercial repetition heard on most stations indicates, radio works really well. At Yearick-Millea, we purchase radio air-time for some of our clients, and we retain media buyers whose specialty is the proper use and budgeting of radio advertising. It really works!

But if you want music rather than commercials from your station, know that the music is actually sponsored by the advertisements.  How’s that for some cruel irony?

If too many listeners tune to an alternate radio station, the remaining audience may influence lower ratings for the station, which over time, translates to a loss of revenue. So, how does a radio station build a strategy for battling today’s fierce competition for attracting and holding an audience?  Many times, the station will change its format — rock to country, or oldies to news/talk — to take-on a new brand/identity.

It may lure new on-air talent or reporters to expand local news coverage.  If the dollars are available, a radio station may even stage events where listening to the station is required — a guaranteed method of boosting both ratings and revenue. Even multimedia ad campaigns are often utilized in promoting a station’s awareness.

Unfortunately, all of these actions do not automatically result in more people listening and continuing to listen to a particular radio station. But a loyal audience is best maintained through a consistent format, coupled with personalities who nurture the on-air product.

A radio station‘s success (high ratings/revenue) will only be realized if it learns to “listen” to its audience – and not just the other-way-round.

Finding a Tone on Social Media for Your Company

Finding the correct tone to use for your communications on social media can affect how customers perceive your brand. For some brands the correct tone may be humorous, but for others, it may be buttoned-up and serious.

There are a variety of factors that you should consider when choosing the appropriate tone for your social media networks:

  •  Who is your company? What is your company’s image like? Formal, business suits or casual, jeans-wearing start-up? Your tone on social media should align with the image you present to consumers.
  • Who is your audience? What demographic are you trying to reach on social media? If your customer base skews younger, consider a more informal, humor-laced style. If your demographic is professionals, you would still want to be friendly and personable, but use more serious language and tone.
  • What are you trying to achieve? Why are you using social media? Are you trying to expand awareness of your brand by positioning yourself as an expert in your field? If so, you should use more formal language and tone. If, for example, you are trying expand your audience through contests, you should consider a more light-hearted fun tone.

If you are still having trouble finding the correct tone on social media, take a look at what others in your industry are doing — your customers will probably expect a similar tone from you. That doesn’t mean you can’t do something different, but it needs to be well thought out and have an informed strategy behind it.