Ideas for Branding at Zero Cost

Are you worried about copy cats who might steal your customers?  DON'T!  That is what Branding saves you from - ideas are worth nothing; their value lies in how they are executed.  Branding is about your uniqueness and here are 3 tried-and-tested ideas for how to maintain your brand:

1  Use social media as much as you can to share about your business. A page on Facebook is a great way to attract and engage follower, but retaining them will take some commitment of your time. It is well worth investing your time on this as you can get good feedback as well as loyal customers, without spending any cash.
2  Keep your followers engaged in your journey, by sharing photos and video clips about what you are doing. Your mobile phone is your friendly reporting tool and the more interesting your shots are, the more followers your brand will gain.
3  Offer good ideas and advice when you can and soon you'll be attracting attention from those who want to learn from YOUR experiences, which no copy cat can speak credibly about.  Your journey is your own and that is its value.

Take the music industry as an example. Notice how great guitarists sustain their brand whether they go solo or join other groups? And it doesn't apply to creative industries only - even managers have their own brand which attracts staff to follow them where ever they go!  Think about Apple - it showed us that when its Essence was lost, it plunged in value and approached bankruptcy until its Founder returned and revived it with his vision.

Yes, Branding is about the users' experience of the essence on which your products and services are based. Would you like some help in clarifying the essence of your brand?  Call me at 6-03-21697704 or email evelyn@atheneumgroup.net.

BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!

Starbucks shines in my neighborhood

It was the end of the day when my brother decided to get a bit of urgent work done on his laptop which we were still out, so we dropped into Starbucks for the wi-fi.  There were others there too, oblivious to the world and glued to their personal screens - the number of power points for connecting to the electricity made it convenient for many people to work at the same time.

Ooooooops! My brother had forgotten his cable. Aaaaaargh! Only a limited amount of working time then; oh dear. Sigh.  But he decided to take the chance and ask the staff if there was an extra cable around. Voila! The counter staff produced one and and the day was saved. YES!

I had gone to the counter as well to place orders and was sooooo tempted by the offer of the day and said so, but lamented that I'd be pushing my luck with the calories in it.  The other counter staff said "Shall I make it less sweet for you?" and I was sold!

Both members of staff were so pleasant in their manner, so willing to place customer experience above their convenience,and their outlet was also physically geared for ppl who just wanted to sit and work. Coffee with dollops of care - how's that for branding that draws customers away from competing place nearby which had wi-fi too?

Yes indeed, Branding is for the type of customer experience which keep customers in and competitors OUT!

Personal Branding: its role in any Company's image

The mid-career lady turned, looked at me wide-eyed and asked "WHO is this fellow?  Is he really their employee or senior officer?"  Ouch & SO UGLY!!!

You know, I really love the part of what I do where I groom ppl who are new in their positions, because of the joy it brings when they become successful from applying their new knowledge.  So, I had partnered with a newbie to show her the ropes.  We had paid to attend a formal training session and while the substance was excellent, the delivery was quite remarkably shocking!

The trainer knew the subject matter well but was sooooooo unprofessional in his awkward attempts to bond with the participatns - using foul language, crude phrases, boasting, talking down etc. to project himself as a 'regular' guy.  Sadly, he forgot his role and context.  Yes, I've seen this before:  there was this other trainer who insisted that her classes call her 'sister', and had to endure her singing to them as well. SIGH.  Neither of hese trainers put their professions first and (knowingly or not) were plain ego-tripping. :(.  Both had been hired by very prominent companies to groom their ppl and OMG! had become confused about their WHY and HOW.

Hmmmmm.  Guess what folks?  That is one of many key differences between subject matter experts and Certified Professional Trainers (CPT's). CPT's know that our roles are to be warm, friendly, and nurturing, but never personal.  No inappropriate words, gestures, or behaviors represent any company to its best advantage.

A company's points of engagement with customers is critical to how that company is perceived.  Sales may still take place,, but profitability becomes compromised when representatives are unable to see themselves as projecting a brand.  This is true (and even more critical) for sole proprietors who have a Brand Essence to capitalize on.

Here's where personal branding becomes an essential part of sustainable profitability - it is even more reliable than an image or credentials.  Personal branding is about what ppl experience over time and includes a multitude of areas.  It is a very satisfying area for me to coach ppl in and be a witness to the transformation they achieve for themselves!

Do you know someone who'd benefit from coaching in personal branding to achieve their business goals?  Please have them call me at +603-21697704 or email evelyn@atheneumgroup.net.

BRING ME THE BRAND & I'LL INCREASE ITS PROFITS!

PAMPERED PARKING

OMG!!! What am I going to do??????? Dash it!

A sign saying 'Parking full' is disastrous when going to meet a client, but then again it's become increasingly common :(.  So, I've taken to calling ahead to ask for advice on where to park.

Aha, guess what!  There's a new take on this town when someone says "just follow xxxxx then go yyyy and you'll come to spaces reserved especially for you" WOWEE!!! That makes it really easy to do business with such clients and creates positive branding for them too, doesn't it?

How often are we cheated of a customer just because of circumstantial hurdles and barriers between them and us? Sob, sob - we may not even know.  Sigh. Is there a way forward?

Well it is really a lot of fun to work out the process of doing business with someone, then coming up with ways of making it easier!  All it takes is a bit of brainstorming, lots of paper, a good dose of chuckles, some honest analysis and feedback and voila!  You too can build your brand by making it easier for customers to do business with you.  Nice way to reduce the competition, eh?

I'd be glad to help you chart it out, and to make innovative suggestions you can use too!  You know what to do - just call me on 603-21697704

BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!

Go Green, $ave medical bills and taste Christmas too!

Christmas in my mouth :)

Prickles!!!!! oh-oh NOT good! It's going to be another battle of 'will I or won't I' go to the doctor. I really, really hate putting meds into my body. But if I don't my throat will carry out it warnings & erupt into a fireball - been there before. Sigh. Nope - salt water gargles don't cut it either.

But BINGO! Here's a chance to try out that near-miracle oil for myself. Just a teaspoonful in a glass of water? Hey what do I have to lose! Hang on, maybe that brand's mouthwash which contains the oil would work, and taste more pleasant too.

Now, that was a few months ago, and the experiment had worked hehe :). No meds not consultation fees, no unnatural stuff fed into my system and a clear throat the next day. Natural healing and cost-saving.Yay! Was it a fluke?

My throat was threatening to erupt again now - where's the mouthwash? Aha! I'd bought the cinnamon flavor this time. Mmmmmmm you know what? Somehow the fragrance of cinnamon always evokes Christmas for me, and I swirled the pink concoction and gargled my throat with it, it felt like Christmas was just around the corner. Yes.

And it worked again - natural healing from this eco-friendly brand, with the bonuses of saving on medicines and consultation fees too. Love it!

Is there something about YOUR product or service that can be used in tandem with Going Green? Or maybe you are looking for a market positioning that ties in with healthy living or being of service to the community? I'm passionate about benefits to the community and would be delighted to offer some suggestions - call me at 6-03-21697704?

BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!

Better the devil you know, than the devil you don't know?

Oh DRAT!! the laundrette had closed for their loooooong holidays and I'd missed it. But hey! I'd been wanting to look for an alternative anyway and now's a good time. They take ever so long and have to keep going back sometimes; customers stop to tell family stories and don't bother about the queue for service. Sigh. And, getting somewhere to park has been getting more difficult too. Time for change?

What about the one on the main road? They've very accessible and are popular. Hmmmm - The service is brisk and businesslike too! And the load would be washed and dried in less than 24 hours! Can't complain eh? Nice!

But, but, but, what's this? All the above were true; but the clothes didn't feel soft :(. And oh-oh! There were wrinkles that meant ironing was going to take longer. Gulp! WHY do they smell a tad - how can I risk someone I meet wondering why a smell? What a doozy!

You know what? I recall the lady at the regular place saying that she takes extra special care, issuing instructions to give them a gentle spin so that they aren't wrinkled, and making sure they're soft and fragrant too. Well, it's time for the next load and it's back to the grind of looking for parking spaces near the regular laundrette. Sure, it's slow in service and untimely with the returns, but at least I can count on them to care about the little things that show that they care about my clothes.

Off I go, and true enough it's difficult to get somewhere to park. Ah! There it is! But oh no - they're closed! Hah! I rememebr now - they'd decided to close at mid-week didn't they. Humph! So what's it going to be? The newbie who gets the job done without the frills? Ummmm. I don't think so. I'll settle for the tender, loving care, warts and all - I want to be cared for and not be just another number.

How about YOUR customers? Do they know that you value them? Want some suggestions for giving them some TLC that keeps them bringing repeat business? I'd like to help make your business known for being customer-centric. Call me at 6-03-21697704.

BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!

Fight! Fight! And who'll put Humpty together again?

The band pulsated, almost drowning out the happy chatter. Just beyond me a rude expletive was barked angrily. Uh-oh! Trouble!

Their companions attempted to cool the scene by separating them - but angry men just want to lose it, not cool it. Yes, including companions who wanted to flex their muscles and get in on the action too. Not too uncommon a scene is it? You've seen it before?

But it was the reactions around that spoke volumes about the brand personality of this retail outlet. The owner got into the thick of it - and was sworn at royally, of course - while his non-retail staff and family members also stepped in to minimize the disruption and re-establish harmony. What struck me were the caring attitudes of the owner and his people, and the caring comments even strangers were making "We're not going to allow anything to spoil this" "Move away, don't get hurt". To keep the men apart friends became body shields. The owner kept very calm, personally trying to identify what had happened, made quick decisions and worked to placate the hot tempers. Staff meanwhile kept serving hors d'oevres and drinks. It worked, and very quickly things were back to normal. Or so we thought.

Over the speakers "If you want to fight take it outside guys!" Uh-oh! Not again in another location? Uh-huh, yes again. This time the teamwork that spontaneously sprung into action was extremely impressive as distance was put between the angry ones and they were allowed to vent verbal 'expressions' on the peace-makers close to them. Others spread out through the room at strategic places to keep an eye out to be alert to further eruptions, while yet others distracted the attention of the crowd to re-focus on doing what they came for - to have trouble-free fun! All of it was done spontaneously, from a common purpose to keep the night as happy an occasion as possible. Woo hoo! Teamwork at its best!

Not quite the routine that nightspots employ when fights erupt, is it? BUT I know this was not a one-off. There had been other similar instances too at this outlet. Friends had become ill, abandoned by their companions (some 'friends' huh?) and had been cared for by the owner and staff regardless of how late it was or how tired they were. I feel safe patronizing this place. Would you too?

Service touch points are how customers link their emotions with your brand and decide whether to come back for more to give you repeat business. A useful exercise is to chart out these points in YOUR business, and derive action plans to beat your competition. Want some help with it? Just call me at 6-03-21697704!

BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!

YUK! Nutritious or not, throw it OUT!!!

Yes, that's precisely what I thought, looking at the 2 presentations of pale food. True, they were packed with nutrients, but OMG they looked quite tasteless and off-putting. Bleah! God gave us taste-buds for a reason, don't you think? I do!

(You know what? This bleah encounter reminded me of a party reportedly thrown by the famous Alfred Hitchcock - Director of award-winning suspense movies like 'Psycho'. He was well-known for his parties and to be invited was an honor! Mr. Hitchcock also had a good sense of mischief though ;-). And this time, the invitations were for an -ahem - 'blue' party. Guests turned up with curious anticipation and sat down to dinner. The stream of courses tasted sublime - his chef was the best - that is, after you'd ventured to taste them. You see, the joke he played was to order ALL the food to be dyed blue before being served, and delicious though they were, they were simply ghastly to behold! Wicked sense of humour, eh?)

Tell you what, the women making the presentations (about how to choose well, eat more and lose weight - its working for me, btw) were well-groomed, smiley, informative, BUT were loud and disrespectful to their audience. Add that to the bleah food and quite honestly, if not for respecting my host I would have walked out. Yes I would. They didn't mean it that way, but the experience was a turn-off.

The food would have been attractive without compromising the message if it comprised a variety of colorful vegetables, and the presenters could have taken a moment to assess the levels of the audience instead of talking down to us.

Hmmmmm. Guess what, folks? WE just might be doing the same - our products and services may excel, but we might unknowingly be sabotaging our pitch by the way we package and/or present them. This is where engaging 'mystery shoppers' helps us to sustain and even enhance the delivery of our brands by providing us with candid feedback.

Brand Audits can be simple and affordable and very valuable for retaining customers. Want some feedback about entry-level Brand Audits? I'd be glad to chat - just call 6-03-21697704 and we'll get started.

BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!

Is Brand Experience over-rated? under-rated? irrelevant?

Her face was wide-eyed with anxiety - her eyelashes spread out like spiders' legs across her pale skin. "Where did you put your mother?" she almost demanded to know!

It's strange yet huggy how families pull together in hospital wards isn't it? Ms. Anxious had overheard the conversation between Datin and me about caring for the infirm - her husband is admitted regularly for a weak heart (my dad had that problem too) and the family had a routine set-up now now. You do, but your heart still pounds you know. By contrast, Ms. Anxious' mother had been a hale and hearty, spry, independant octagenarian who was rudely felled by a stroke, unnannounced, and the family were quite shocked and at a loss to know how to care for her in the best way. So our conversation about caring for the inform was of great interest to her and her siblings.

The nursing Home my not-so-mobile mother is in has been wonderful for her and me - she feels comfortable and pampered, and I am at peace knowing that she is attended to very well, at staffing level that aren't possible in my home. Numerous Homes are clean and efficient, but the difference is that the staff in this one are loving and jovial, cracking jokes, singing, dancing, teasing and cajoling. Their attitude is such a tonic for those under their care! (One of them who migrated still keeps in touch, sending us her updates - such genuine warmth.) Someone else wo had been referred through our experience was delighted at how her mother had improved after an unsatisfactory experience elsewhere.

Trusting your defenceless loved ones to virtual strangers is not an easy or comfortable decision to make and to have confidence in this place is VERY precious and to be thankful for.

When I had mentioned their name, Datin immediately recalled the owners, their connections and their reputation. Aha! So between what she and I had said, Ms. Anxious was most interested in placing her mother there to be rehabilitated after the stroke. Sure, the name was the Brand, but it was the experience that clinched the desire!

How might YOUR brand be raved about and marketed to beat your competition? I'd love to share some ideas that make you business more profitable. Call me at 6-03-21687704?

BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!

‘Script, Your choice of Media, Action!’ and the $ rolls in for new and repeat business

Experiencing a brand

An sms’d command “Send me 30 topics you can speak about, by tomorrow”
Okaaaay. Well, that was start of a television series designed to create a new market segment among millions of viewers who saw it from March to May this year.

Producer had been exploring various markets for his skills and we’d been discussing how to satisfy the needs of his clients. Then came the break – a national television station wanted a new market segment and that command from him was my script-writing brief. The 30 topics were sent in, synopsis, segmentation and all, and YES! Approved. So – you know how it is - we had to begin shooting in a few days for broadcast ASAP.

The presenter and I began chatting about how best to flow with each other in front of the cameras. She had a lovely personality and we hit it off right away, sharing the same mindsets of how to appeal with our banter and repartee. We heard the Director and his crew and scrambled for wardrobes to arrive at the visual effects he wanted.

7am starts, midnight finishes, shifting locations, re-takes because a troop of sportsmen accidentally barged onto the set or the shopkeeper nearby s’ shutters or splashing swimmers made too much noise. Even more frustrating was when our mikes did not like where they were positioned on our clothes. Aaargh!!!! All these bonded us together and getting the series completed on time was lots of fun and worth every minute of very hard work!

The result: the station got its new segment of viewers as well as a new stream of advertising revenue + a timeless series that ensures repeat sales. All the topics were about ‘feelgood’ responses (that’s the station’s tagline) to everyday situations, promoting credible brand experiences to its viewers so that they would make it THE tv station of their choice.

Getting others to experience your brand is extremely powerful for attracting and retaining the type of customers you want, as a cycle that repeats itself and increases your profitability within your budget. You can choose mass, print or electronic media or a combination. Whether you are a personal brand or a company or corporate brand, I’ll be happy to work with you to identify that special quality that is YOU, and how to leverage on it to keep your competitors out, your existing customers in, and how to attract the type of new ones you want too. Just call +6-03-21697704 and say when you’d like to have a brief chat?

BRING ME THE BRAND, I'LL INCREASE ITS PROFITS!