Thinking Inside the Box is Harder

"We think outside the box" has become so cliche, that anyone who says it, doesn't. Imagine for a minute about what it means to think inside the box. 

If "the box" means constraints and business considerations like budgets, deadlines and brand identity, isn't it actually more of a challenge to be effective while thinking inside the box?

Copyright 2013, Bremmer & Goris Communications, Inc.

A Five-Step Brand Assessment You Can Do Right Now

For any organization, it's easy to to miss the forest for the trees in the day-to-day execution of messages. Here's one way to start putting your own brand into focus.

1. Take stock: Lay everything on the table -- from your website and social media presence to press releases, print collateral, mail and anything else you publish.

2. Make two lists: In list "A" include everything that looks and sounds like you, and that you think resonates with those you serve. Put everything else in list "B".

3. Discard list B.

4. Write a description of the message that list A sends. Describe the tone, voice, color, appropriateness and any other attributes you feel are important. Be honest.

5. Have someone else read it. If the description is generic, inconsistent, or not where you think it should be, then it's time for a closer look and a brand overhaul.

Copyright 2013, Bremmer & Goris Communications, Inc.

Take the Creep Out of Your Brand

It all started well when you bought new dishes and silverware that reflect your taste and who you are today. But then, over time, things started happening. You found couple random coffee mugs in the dishwasher. And Some glasses imprinted with a conference theme appeared along with some soup spoons from who-knows-where. 

Brand creep is a lot like the mismatched dishes that creep into your cupboards. Sometimes you have to purge them. And polish up what you started with.

Copyright 2013, Bremmer & Goris Communications, Inc.

It's Commodity Right? 
Except When It's Not.

A few years ago while signing vendor checks, an invoice from a new supplier stood out. It listed "paperclips." I hate to be the "bean counter" but this seemed irresponsible to me and I shot off an email to my team: "who ordered 400 paperclips for $45?"

One of my long-time employees (whom won't name but will just refer to as "Nicole") said: "Oh DG, those are for proposals." "You can buy 1,000 at Staples for $5" I replied. She showed me one of the tins of Italian paperclips. They were nice -- elegant. Almost like art objects of flat hammered brass wire shaped in a spiral. Nicole showed me a cover letter clipped to a proposal. "See now much better that looks DG?" She was right. Admittedly, up to that point I'd given little thought to paperclips, as the only differentiator was size. I'd seen them as a commodity until someone pointed to one that was different, nicer, and in this case, better.

When I shifted my focus from the cost to to the value these objects added, $45 seemed like a bargain. It's now five years later and we still have some. The cost that works out to $9 a year. Which is am amazing deal.

If you don't believe me, I'll send you one. 

Copyright 2013, Bremmer & Goris Communications, Inc.

Does Your Organization Have 
10k T-shirt Syndrome?

Ever notice how race T-shirts are always covered on the back with sponsor logos?  And how none stand out? This is what happens with a lot of organizations including associations and nonprofits struggling with multiple programs and initiatives, all in competition for eyeballs.  

The solution is often a "carousel" of rotating messages on the homepage, a collage of images on the report cover, or advertisements with multiple logos branding the organization as, a lot of things. And in the end, nothing.

For many reasons -- largely political, this situation is almost impossible to avoid, especially for large organizations. But it can be minimized through planning that includes hierarchy of messages and good design.

Branding isn't a 10k race. It's a race for message clarity. The only organization sponsoring your organization should be... your organization. 

Copyright 2013, Bremmer & Goris Communications, Inc.

Newspapers that thrive will be those that evolve to more than a printout of news published online the day before.

Marketing Buzz:
5 Branding Tips from the Cicadas
   
Experts tell us that they expect billions of cicadas to emerge soon, following 17 years underground. The cicadas demonstrate the impression that comes from consistency and delivering on a promise. When it comes to branding, we could learn a thing or two from them:

1. They sing a familiar song 
There's no mistaking that buzz. Even if you haven't you heard it in 17 years, it's etched in your brain like the theme music for "Seinfeld". Singing the same song is the best way to drive a message home.

2. Memorable colors 
Those beady red eyes might be a little scary, but every one of those little guys has 'em. And that's part of how we identify them. In the same way, your corporate colors are a key branding element for your organization.

3. Exoskeletons are unmistakeable 
The cicadas may just have the most recognizable shape since the golden arches. and they're everywhere you look! A unique look may seem like a brand no-brainer, but it also has to be the right look.

4. They're consistent 
We know what to expect from the cicadas, and they deliver. Your customers and members should know what to expect from you, and know it when they see it. Every time.

5. There are soooooo many of them 
Of course, one good way to be remembered is to be visible. You don't need to have "millions of impressions per acre". You just need to make the right impression, in the right place.

Copyright 2013, Bremmer & Goris Communications, Inc.