| It seems as if lately we've seen a huge resurgence in | | | | Now, what about your super catch phrase? Not all |
| the popularity of the comic book superhero. It could | | | | the superheroes have them, but quite a few of the |
| be attributed to many things, I suppose...not the least | | | | great ones do. Whether it is the Lone Ranger's "Hi, |
| of which being that we could all use a little super | | | | ho Silver!", or Buzz Lightyear's(R) "To infinity, and |
| hero intervention these days. It got me to thinking -- | | | | beyond!" -- having a great tag line leaves a lasting |
| even for those of us who may never have picked | | | | impression -- long after you've flown, sailed, or rode |
| up a comic book, isn't it surprising the amount of | | | | away. Your own tagline doesn't have to have super |
| "brand recognition" we have for the average | | | | powers to be effective; but, it should be a |
| superhero? And, how can we translate that | | | | compliment to, and a reinforcement of, your brand. A |
| technique into our own marketing plans? | | | | helpful exercise to brainstorm for a tagline is to make |
| Any self-respecting superhero has to have a great | | | | a list of all of the products or services you offer. |
| looking costume. Now, you can liken this to your | | | | Next, list some descriptive terms to apply to your |
| product packaging, your website, your promotional | | | | niche market. Are you using specific colors that could |
| materials...essentially anything that visually depicts | | | | be employed in your tag line? If you get stuck, refer |
| either your company or brand. Regardless of the | | | | to a dictionary or thesaurus...try to come up with |
| form it takes, you want to be sure to take the time | | | | synonyms, rhyming words, etc. This process often |
| to craft yourself the proper costume. Take into | | | | leads to that "ah ha!" moment when the perfect |
| consideration what market you are in, and how that | | | | tagline presents itself. |
| market might be more receptive to certain colors, | | | | Does Super Branding Work for The Average Guy? |
| fonts, imagery, etc. Having the right look for the right | | | | You bet it does. Recently I was reading an |
| market is as essential as having a superhero having | | | | interesting news item in which a CEO noted that his |
| the right costume to highlight his particular powers. | | | | company participated in many community events, |
| For instance, what good is a cape to Aquaman, | | | | and the company provided the employees with |
| anyhow? | | | | branded apparel (shirts, jackets, etc) to wear at |
| Having a distinctive image, whether that be a big red | | | | these events. He noted that they gained a spike in |
| "S", or a little black bat insignia -- plays a big part in | | | | business after each event -- and in many cases, |
| your branding. This ties in nicely with your | | | | prospects specifically cited the logo wear as the |
| "costume"...it plays to your strengths, and serves as a | | | | impetus for making contact. |
| singular image by which your customers can easily | | | | Don't Forget Your Super Tools |
| recognize you. Even the villains know to do this, so | | | | I almost forgot to mention these. What kind of |
| don't leave this facet of your character to chance. | | | | superhero doesn't have cool gadgets? Think of |
| Select something that will grow with you and your | | | | Wonder Woman's golden lasso, or Spiderman's web...it |
| business -- something that will hold as much | | | | is paramount to have the right tool for the job. The |
| significance for your brand today as it will 10 years | | | | same holds true in creating promotional items for |
| from now. It is much more difficult to change these | | | | your business. Select items that compliment what |
| things after you are established than to take the | | | | your company provides. Do you sell sporting goods? |
| extra time to conceive it right the first time around. | | | | Consider something useful, like a logo branded water |
| When you are putting together your line, establishing | | | | bottle, pedometer, or tote bag. If your company |
| your web presence, stationery, or even a business | | | | creates gourmet foods, why not offer a logo |
| card -- you should be working within a consistent | | | | branded oven mitt, bottle opener, or apron? Not only |
| framework. Pick a color scheme, a font, a graphic, | | | | do promotional giveaways create good will, they also |
| and use it consistently. | | | | provide ongoing advertising. |
| Why is this so important? Let me give you another | | | | Never fear -- you don't need to go into debt to |
| practical example. Have you ever sent your spouse | | | | create your own promo items. With the rise of such |
| shopping for a product you regularly use -- only to | | | | on-demand services as Cafe Press, you can print a |
| find yourself providing the description of the | | | | myriad of items that feature your logo, and you can |
| packaging of the product, in addition to its name? | | | | print as few as you need. Another great service, |
| Wouldn't it be great to have that kind of recognition | | | | Designashirt.com, offers fast and easy custom |
| with your own customers? We've all heard of the | | | | T-Shirt designs. With services such as these making |
| "rule of 7" in advertising -- think how much easier it | | | | branded wear more affordable, you may want to |
| will be to close that sale if during each of those | | | | consider doing a little "super branding" of your own. |
| seven times your prospect saw the same imagery. | | | | |