In the advertising and marketing world its important to be cautious about the kind of language and tone you use while communicating with your internal and external customers. Any company or enterprise, irrespective of the industry, has to be aware of the fact that they have to maintain a consistent brand image. The language and the tone of communication plays a very critical role in defining and maintaining that brand image. Brand language is the body of words, phrases, and terms that an organization uses to describe its purpose or in reference to its products or services.
While defining a brand language for a company it is important to be careful about the choice of words and the tone used. Here are the 5 benefits of choosing the right brand language for your company:
– Its all about Keywords: Ask your customers this: What are the words that come into their minds when they think about your business or brand? For example over 80 percent of the world’s population directly associates “dreams,” “creativity, “fantasy,” “smiles,” “magic,” and “generation” with the Disney brand. So its important to carefully chose the words that you use while communicating with customers. Its like offering a visual cue i.e. the moment someone sees your brand or company, they should associate it with certain keywords.
– Build Relationships: Your tone will clearly signify how good you are with your own company objectives and the brand. Many brands use formal language, and that directly reflects in the way they deal with their customers. A more relaxed, friendly or catchy tone should be used if the company actually lives those values. So if your tone does not reflect your company values and your personality, your communications will always appear awkward.
– Be positive – The key to successful branding is to chose words and a tone that gives a positive effect in the minds of the customers. When positive words become strongly associated with particular brands, these words can become assets, to the extent that competing brands may find the words difficult to use. For example words used by brands such as Kellogg’s and Gillette i.e, healthy, masculine etc.
– Make it simple yet sharp: It is important to use a language that is easily understood by the masses but it should have sharp edges that cut across the normal patter of communications. Take your language cues from your company values, your brand personality and most importantly your customers. Listen to what customers say about their experiences and use those as keywords. With the advent of the internet, companies and brands have become extremely involved in social media and online listening and are actively monitoring the most searched words, hashtags that people are interested in, most popular categories under a business and industry etc.
– Build a Perspective: It is not about what a company says, its about what your customers here or perceive. Words used should build a perspective in the minds of the customers. For example when we think of Kellogg’s we think of words such Breakfast, Snacks, Recipes, Cereal etc, but the perspective it offers to its customers is healthy and uplifting. So its important to always keep the perspective in mind while choosing the words to be used to define a brand, because at the end of the day its all about your customers.
Playboy, as we all know, is a popular men’s magazine that features photos of nude women along with journals and work of fiction.
The magazine was first founded in Chicago in 1953 by Huge Hefner, partly funded by a $1000 loan from Hefner’s mother. It has been said that Hefner set about starting the playboy magazine after being denied a $5 raise as an Esquire copywriter. This first edition of Playboy was 44-pages long and had no date on its cover because Hefner wasn’t sure there would be a second edition. This first edition of the magazine is also the only Playboy that does not have Hugh Hefner’s name inside.
In the first edition of Playboy, we see Marilyn Monroe posing completely nude. Monroe did not pose nude specifically for Playboy; Hefner had purchased the picture from a local printer who made calendars.
In an interview Hefner explained his choice of a rabbit as Playboy’s:
“The rabbit, the bunny, in America has a sexual meaning, and I chose it because it’s a fresh animal, shy, vivacious, jumping – sexy. First it smells you then it escapes, then it comes back, and you feel like caressing it, playing with it. A girl resembles a bunny. Joyful, joking. She is never sophisticated, a girl you cannot really have. She is a young, healthy, simple girl – the girl next door . . . we are not interested in the mysterious, difficult woman, the femme fatale, who wears elegant underwear, with lace, and she is sad, and somehow mentally filthy. The Playboy girl has no lace, no underwear, she is naked, well-washed with soap and water, and she is happy”
In addition to its centrefold piece, a major part of Playboy for much of its existence has been the Playboy Interview, an extensive discussion between a notable individual and an interviewer. Playboy features monthly interviews of notable public figures, such as artists, architects, economists, composers, conductors, film directors, journalists, novelists, playwrights, religious figures, politicians, athletes and race car drivers.
In addition, the magazine also has a long history of publishing short stories by notable novelists such as Arthur C. Clarke, Ian Fleming, Vladimir Nabokov, Chuck Palahniuk, P. G. Wodehouse and Margaret Atwood.
The company went public in 1971, and the magazine’s circulation peaked in 1972 at more than 7 million. Playboy has seen a decline in circulation and cultural relevance because of competition in the field it founded—from Penthouse, Oui and Gallery in the 1970s; later from pornographic videos. In response, Playboy has attempted to re-assert its hold on the 18–35 male demographic through slight changes to content and focusing on issues and personalities more appropriate to its audience.
The magazine celebrated its 50th anniversary with the January 2004 issue. Celebrations were held at Las Vegas, Los Angeles, New York, and Moscow during the year to commemorate this event.
Businesses are changing and so are marketing methods.
The science of digital marketing has brought different challenges and opportunities. Animation as a marketing tool is emerging as the most cost effective and favorable tool that can help any business market a message, a brand or an objective.
The power of animation is increasing and it’s highly recommended that all business owners take notice of this innovative and emerging new trend.
Online advertising in specific is using animation videos to market their business with a touch of creativity and imagination.
There was a time when animation was limited to those with massive production budgets, but current technology trends has introduced new opportunities and you no longer need a big studio or access to television broadcast channels to create and distribute animation.
The three important benefits of animation in the digital marketing world:
- Animated videos help viral marketing & easy video sharing: Viral video marketing campaigns increase click through rates by almost 800%. 70% of people who watch online videos will, in turn, pass links for these videos onto their friends, hence making your content go viral.
- SEO and animated Video go hand-in-hand: Google owns You Tube, so a presence on You Tube or any of the famous video sharing websites such as Vimeo, Dailymotion etc, gives you almost 60% higher likelihood of a Google front-page search result. You can also add keyword tags to your animated videos so that the Google crawling mechanism works most effectively on your content.
- Exponential increase in conversion rate: 70%- 85% of people are more likely to purchase after watching a product animation video. On an average, people will stay 1.5 minutes longer on your website when engaged with an animation. You have a chance to grab their attention and communicate using a powerful mix of pictures, motion, text, voice, sound effects and music in a short amount of time, and all of this is possible through a simple animation.
There is a difference between live action video and an animation and the key is “Imagination”! A well thought of script with a marketing plan is important while creating an animation video. So always plan and prepare for production, and remember, Animation has no boundaries!
We at Small Business Pool, work with some of the most talented designers, script writers, 3D artists and animators from around the GLOBE. Our consulting approach helps you clearly understand and plan your animation video campaign. Our cost effective approach will help you achieve your marketing objective in no time.
For a quick plan of action quote, contact us TODAY!
User experience (UX), in simple definition, involves a person’s emotions about using a particular product, system or service. User experience is a very blurry concept and many people use the term incorrectly. A lot of designers seem to be talking about user experience (UX) these days and have a strong belief in how they can craft the user experience of their product or website.
Recent research indicates that UX takes a broader approach to communication between computers and humans. UX takes many different aspects into consideration as well, such as emotional, hedonic, aesthetic, affective and experiential variables.
According to the Hassenzahl’s model, each user assigns some attributes to a product or service when using it and these attributes are different for each individual user. UX is the consequences of these attributes plus the situation in which the product is used.
So in a realistic world, you cannot design the user, because some are able to easily use a product, service, or a website to perform their task and others simply cannot! The stimulation that a product or service provides depends on the individual user’s experience with similar products. Also, every user has different goals, and so they use products, services and/or websites in different modes.
The other important point to remember is that you can never design a situation. A user situation goes beyond what can be designed. It can determine why a product is being used, and it can shape a user’s expectations.For example, on some occasions, you may want to explore and take advantage of the wealth of features on Twitter or Facebook. In other situations, the same functions may make things too complex for you. Moreover UX also evolves with time. For example, the first time a user tries an application, they may be confused by it and have a slightly downbeat experience. Later, when they get used to it and discover its wealth of features and learn how to handle it, they might get emotionally attached to it, and the overall UX (user experience) would become more positive.
So while designing a product, service or an application, it is very important to understand the user. Typical methods such as user research with surveys, interviews and observations are very important. Finally, it is important to give users what they want, and perhaps a little bit more! In addition to enabling users to use your service effectively and efficiently, it is important to give them the “WOW” experience. Exceeding their expectation is always preferred.
There’s no perfect way to make a business; there will always be an element of randomness involved. Sometimes one worker’s procrastination can bring production to a grinding halt, but on the other side of that coin, the grinding halt might lead to a decade of success. There’s no one-size-fits-all approach that will work for every business, but there are a few important tips that every small business owner needs to know to be prepared for the difficulties that may lie ahead.
Know Your Market
The average person isn’t fully aware of how important their market is to their success. They might not realize that half of their sales come from married couples. They might be wasting advertising dollars by trying to appeal to kids, seniors and singles. They might have demographic confusion as well though, as sometimes even two very similar products have a completely different target market. Always be prepared to analyze patterns in customers, as demographic data might be the single difference between success and failure.
The average consumer is bombarded with ways to spend money, and because of this, the best way to make a lasting impression is to stand out. Advertising blindness develops quickly, as advertisers learn new ways to attract peoples’ attention, copycats will inevitably catch on to the advertisers’ discoveries. What was once a fresh approach to advertising becomes run-of-the-mill to consumers. Always stand out from crowd.
Customer, Merchant and Supplier Relationships
Businesses need healthy relationships to thrive. Great customer relationships lead to word-of-mouth advertising, long-term customers, great reviews, higher profits and a high-quality business environment. With all those benefits, it’s hard to believe that more businesses aren’t focusing on customer relationships. Merchants and suppliers follow the same trend. Better relationships with re-sellers, business energy providers and product suppliers will lead to a long list of benefits. Small businesses need to foster these relationships in order to reach their maximum potential.
Be Prepared to Push
Hard work isn’t always a necessity, but when it is, many business owners aren’t ready. They haven’t spent enough time pushing themselves, and when it’s crunch time, they fall short. By then, they’ve spent too much time slacking, and their bad habits will carry over into the moments when there’s no more room for slack. Even if hard work isn’t required, work hard anyway. It’ll be worth it down the road.
Supply and Demand Can’t Be Ignored
The true deciders of success are supply and demand. If the material cost is higher than the price that people are willing to pay for the finished product, there’s no way to magically make people start buying. There’s no deceptive marketing trick that will convince them to spend their hard-earned money on something that they don’t truly demand. This fact should be enlightening, as it’s the simple heart of economics. There’s always success to be found in demand, and some businesses might just need to focus on what people would buy in a heartbeat.
The lack of certainty involved in success is a part of business that must always be respected. Accidents will happen, mistakes will be made and failure will sometimes be unavoidable. The only way to ensure success with a small business is to accept these truths and be fully prepared for them. The confident business owners are the ones that know randomness is coming and have made themselves ready for it.
Small Business Pool also offers project management and business consulting services to Small and medium enterprises (SMEs). The objective is to partner with clients to deliver customized solutions that create a lasting competitive advantage.
The tag line “Business-Web-Media” signifies the core areas of the services i.e. in the field of Business, Web & Media.
Business: Management Consulting & Planning, Strategy & Change Management, Digital Transformation, Human Resource Management, Statistical Analysis, Market Research & Surveys, Sales & Lead Generation, Virtual Assistants, Customer Service & Support.
Web: Web Programming & Design, E-commerce, Online Game Development, Scripts & Utilities, Web Plug-ins, Mobile Apps Development, Application Interface Design, Email Marketing, Search Engine Optimization, Search Engine Marketing, Social Media Marketing, Online Advertising & PR, Media Analysis, Web Analytics, Website Content Development, Blog & Article Writing.
Media: Graphic Design, Illustration, 3D Modelling, Animation, VFX, Presentations, Corporate Video Production, Bio Videos, Commercials and Viral Marketing Videos.
In the last five years, business and economies around the world have seen massive economical and social changes. As the old saying goes, “necessity is the mother of all invention”, we have actually seen business owners and entrepreneurs working on basic ideas of day-to-day necessities that help societies and turning those ideas into workable and profitable businesses.
In the year 2011-12, the phrase “social entrepreneurship” became highly popular. What it meant was simple – make a difference to the society and don’t forget to make money!
As we all know that trends keep changing, so will the focus. Let’s put it this way: an average entrepreneur, perhaps in his early 30s, knows more about global technology and business trends than a young business owner in the late 90s, and this phenomenon is only going to get better in the years to come.
We are heading towards an era of “hyper-social entrepreneurship” i.e. getting quick, social and profitable, and to achieve that, here’s the GAME plan:
Think concept not technology: We all know that knowledge is power, well to be a successful business owner; you don’t need to know it all. All you need to do is think of concepts and just not rely on knowledge. A true manager of the future is going to be someone who thinks “out of the box”. There could be 10 different tried and tested methods to solve a problem, but you come up with the 11th solution, keeping in mind that it should be workable and would set a new trend.
Think content and search engine – The future of the World is just content. What you did, or what your business did, or what you said or what someone has to say about you or your business is all out there on the World Wide Web. There is nothing to hide! If you have something to publicize, you can get writers to write about it. If you want to comment, you have appropriate forms. It’s like deep blue sea were keywords are like fish, always moving. All you need to do is type in the right keyword on Google, and you get what you need!
Self brand yourself – don’t be shy about talking about what you do. We all are human, and have brains that have ideas. Brand yourself in a way that signifies that you are someone who has grey cells, someone who knows his industry, someone who is positive and is ready to take risks and face the challenges.
Socially Network in the right way – It’s not about having tons of friends, contacts and followers on facebook, linkedin and twitter, but it’s about how many of them really care and are of value. Connecting with people is the key, but it should be done in a way that is professional yet creative.
Play chess – It improves your cognitive and logical brain power. If you feel dull and burnt out, a game of chess will help you get into the mode of a challenge and competition. It will help you see a situation from all different angles. There are no tried and tested methods, you make your own strategy and live by it. The more you play the game, the more intuitive you become.
Get in shape – If you are that famous rock stare next door who is high on drugs and alcohol all the time, then perhaps you should stop writing and just be high! Such a lifestyle is a recipe to disaster. The future entrepreneur is someone who takes care of his health, body and attire. A healthy look portrays an image of confidence, reliability and trust. Moreover, an active and balanced lifestyle keeps you away from stress, and gives your extra energy to face challenges.
Just do it – Last but not the least, it’s important that we actually start doing things. Plan and budget that new marketing initiative that you have been thinking about or organize that Friday networking meeting that you always thought would work. It’s always important that we actually WORK on an idea or concept or else it stales out with time.
With growing competition around the world, it is your creativity that will actually help you make a difference and will fetch your profits. So get ready to become the next “hyper-social entrepreneur” in the year 2013.