Bulding New Brand Experiences We’re the Creative Agency You’ve Been Searching for WE’RE FEARLESS. WE’RE FRESH. WE’RE FUN. We’re not afraid of big ideas; We have stylish and Advertising is supposed to be a you shouldn’t be either. These sophisticated tastes. We little bit fun. Creating exciting are the game changers. It takes take great pride in being concepts, running campaigns, a little more work to sell them storytellers, solving problems, building websites…what’s not up the ladder, but it’s worth it. and making ideas work— to love? beautifully. We push creative ideas to the limit to break through the noise and engage a new breed of consumer. 1.669.223.1578 www.hivemindinc.com 2 1. A Blank Canvas Starting with a Blank Canvas hether you’re rebranding Companies are always looking for agencies with a bricks and mortar retail strong experience in their own brand category. And store, or simply adding that’s not completely unreasonable. One hopes to ecommerce to the mix, get an agency that understands the vernacular and most companies marketing maybe the “secrets” of the industry. But the truth to multiple audiences need to rethink their brands of the matter is that all clients are very different Wfrom time to time. and it’s unlikely that a solution that works for one If you’re very lucky, you can start at the beginning company will work for another. The idea of “best and reevaluate the name of your company or practices” assumes that one solution applies across product line. The right name and the right tagline the board. And that’s a false assumption. can be a game changer. Establishing relationships with strangers (to your brand) means understanding that they have immediate access to the Internet and can read all about your competitors or stores at which they’ve had good or bad experiences. And when they look at your website, store signage, packaging, and even presales support, they are mentally tallying whether you’re going to make their short list. An agency with strong experience in a brand has as Rebranding involves establishing who you are, many disadvantages as advantages. why you’re different, what’s unique about you, and what’s your personality. When you’re marketing • Their rebranding process might not try new your product and services to customers and approaches, but settle for what worked in the potential customers, you need to develop a clear past. elevator pitch that quickly communicates your • They might recirculate old ideas, that worked message and value for baby-boomers, without accounting for how much the millennial market has changed. 4 Going Back to the Drawing Board • They might favor old Next, still in the Discovery media channels just as Phase, we supplement new media becomes this rebranding Q&A established. with research, including These are all reasons why the online website research of first step with your rebranding competitors, as well as phone project should be a Discovery calls to customers, partners, Phase. This is where the fresh and key staff. Now we’re perspective of a new agency getting a more complete, well- can learn and reveal new rounded picture of your brand, truths about your brand. They including its strong and weak need to know everything you attributes. We learn what’s know about your product lines, been done so far, how decisions your future plans, your past have been made with regard to reputation, what’s worked, what product and company naming, didn’t work, and more. positioning lines, messaging, and more. Some agencies relegate this to a questionnaire but The challenge at this point is to identify at HiveMind, we find that answers to questions opportunities that will strengthen your position don’t provide enough context for solid rebranding. in a crowded marketing. That’s our specialty. We It’s okay for facts and figures, but not for generating understand what it takes to build a comprehensive an accurate assessment of your situation. We rely brand experience and develop custom-fit creative on information-gathering meetings guided by our solutions that make everything from your business general knowledge of your brand based on initial cards and POS displays to your website and display online research. We sit down with you and your advertising more exciting, dramatic, engaging, and team and simply start asking questions. That’s our clear. baseline, our reference point. 5 2. Get Off the Merry-Go-Round Get off theMerry Go Round Brand Positioning, as its name implies, involves are they buying this version? Can this new product describing the competitive context of your brand. establish it’s own market?” Without strategic It’s a marketing strategy that was introduced in brand positioning, you risk diluting any and all 1969 and made famous by Jack Trout of Ries & further branding and marketing tactics. Customers Trout. And we think it’s an essential ingredient for will struggle to understand your product and its good branding. Brand Positioning helps establish benefits, and won’t buy what you’re selling. the unique benefits of your brand (rather than its For example, if you’re a new fast food brand features) within the context of the market. It’s about introducing a new defining with great specificity who you are, what hamburger to the you do well, and why anyone should care. fast food market, Invariably, many companies come to us assuming you’ll need to that they have no competitors. They’re first understand convinced they have created a how McDonald’s, new category of product with Burger King, performance and features Wendy’s, etc., Doing the that can’t be matched. present their burgers same thing over and But this isn’t the and brands to the public. correct mindset for This means developing buyer personas for all your over again and expecting grabbing market perspective customers and why they prefer one share with a new brand over another. It’s a process of evaluating the different results is the product. We benefits of buying a hamburger from McDonald’s immediately want versus buying a hamburger from Wendy’s. definition of insanity. to know: “Who are McDonald’s might offer a cheaper quarter pounder the people who are while Wendy’s quarter pounder is more expensive buying the inferior or but includes bacon. These are just two different, cheaper version of your but important differentiators that will influence product right now? Why consumer choice. 7 Other benefits might include food quality, the process of sifting through the impressions, uniqueness of the menu, family orientation, or personal statements, and documented competitive number of health-conscious choices. information. Our objective is to define the realities When we dig deeper into the fast food market, and opportunities for differentiation in the we also have to consider a broader list of fast food marketplace. We’re looking for differences that are providers, such as Taco Bell, Domino’s, Pizza important to customer engagement and purchase. Hut, and Popeyes, and decide what percentage The end result is a “brand positioning statement” of the total fast food market this new brand that clearly defines who you are and the benefits has the potential to capture. After the research behind your brand of burger. has been gathered and completed, we begin 8 3. Dive Deeply for Buyer Personas Dive Deeply for Buyer Personas I’m sure you’ve seen the term “Buyer Personas” previously undetected tactical opportunities for before, but have you seen many companies that your brand, product, or service. Where does your do a good job in this area? Whether we’re working product or service intersect with what your persona on branding campaigns for millennials or baby- does or cares about? Once uncovered, these are boomers, buyer personas have become more valuable insights. important than ever. The Basic Marketing Persona Template Using a combination of raw data and educated Start by putting together an informational sketch guesses, buyer personas provide a touchstone of a key audience you want to reach. You might for creating fresh creative concepts and fabulous include information for a corporate customer content. Building personas for your core audience (and maybe a few additional personal tastes and can help improve the way you solve aspirations in a millennial persona). problems for your customers. Businesses can be more To help your persona take shape, you must cast a strategic in catering to wide net, from the tiny details logged away in your each audience and site analytics to actual conversations with real-life customers. Here are some places to look: Diving deep into relating to their personal interests. Take a closer look at your site analytics. personas can be the Diving deep into personas can be Inside your analytics, you can see where your catalyst that turns a crude the catalyst that visitors came from, what keywords they used turns a crude to find you, and how long they spent once they sketch into a true sketch into a true arrived. Enlist the help of your webmaster to portrait. uncover the ever-expanding bits and pieces portrait. available here. Personas can also help you find 10 Involve your team in creating profiles. Ask your audience questions. Put a team together that includes not only Whether you use telephone interviews or surveys, marketing, but also customer service, sales reps, you can find out a lot by talking to customers. tech support, and product managers. These people They know why they bought your product. And interact directly with your customers and often it might be totally different than what you’re have pools of data they can share on what makes communicating in your marketing.