Category Archives: Brand Strategy

Leo’s Daily Tip – Today, On Crisis Marketing

Rational marketing during #Covid19 crisis – yes, this crisis is going to end (and probably soon). Consider the marketing opportunities for your products as the crisis starts to fade. Design a strategy for the needs of prospective customers as things come back. #coronavirus #covid19us

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Leo’s Daily Tip- Today, On Thought Leadership

In case you missed my TV interview about Thought Leadership on CEOChat on RVN TV, here is a link to the archive for some valuable tips. https://rvntv.tv/ceo-chat-82/?channel=ceo-chat Thought leadership is a fusion of publicity, speaking and social media that helps unknown experts (and companies) become known. Let me know how you liked it.IMG_1595

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Leo’s Daily Tip – Today, On Branding

Advertising strategy: one way to strengthen your brand and be the first name locally that people think of when they think of your category is to run an outdoor billboard campaign throughout the region with a simple message: your logo = category.

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Leo’s Daily Tip – Today, On Advertising

#superbowlads Tide was my favorite ad this year as they wove in their message into the breaks but never got off message that their product gets stains out. Creative ad and media buying. I also liked the Porsche ad which showed its product’s pizzaz in an unexpected way for a car spot. @tide @porsche

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Leo’s Daily Tip – Today, On Customer Experience

Nobody likes to wait on hold for a customer service rep. That’s why adding “Chat” to your Website can increase customer satisfaction. Instead of having to pick of the phone, they just click on the chat feature and instantly they’re connected. Consider adding chat to your digital marketing program.

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Leo’s Daily Tip – Today, On Strategic Planning

A word about exceptionalism. What is exceptional about your product or service or company? That’s the thing to brand or promote because it distinguishes you. ProTip: “we care about our customers” doesn’t count unless you provide specifics about what caring action you take.

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Leo’s Daily Tip-Today, On Brand Strategy

Even heavy industrial companies can use branding identity to stand out. But don’t just stop with a logo…use a distinctive color, symbol or initial on your products, pallets and trucks to make your company stand out, even in a commodity industry.

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Leo’s Daily Tip – Today, On Brand Strategy

Speaking of logos, here is a good test. Put your logo next to some of your competitors plus the 2 or 3 largest companies in your field. How does it compare? Perhaps it’s time to discuss a new one?

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Leo’s Daily Tip – Today, On Branding

When was the last time you took an objective look at your logo? What image does it communicate-none, fancy, old-fashioned, weak, bold, powerful, capable? Have you thought about what image you want it to communicate about your company?

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Leo’s Daily Tip – Today, On Social Media

What social media platforms do you use?  Double-check your profile to make sure it features a way people can get in touch with you.  If not, you may be missing some valuable opportunities.

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Leo’s Daily Tip – Today, On Strategic Planning

Quotation from Leo: “People are not just sitting around waiting for your ad or message to come in.” Recognize that concept and the skill it takes to get their attention and move it to accomplishing the action you desire.

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Leo’s Daily Tip – Today, On Branding

A great way to get people to remember you and your company is with sound. Even B2B companies can have an audio icon at the start of their Webpage or other opportunities. It makes it easy for customers and prospects to think of you.

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Leo’s Daily Tip – Today, On Advertising

Case studies are often dull because they are too technical.  Better to write them as you would an interesting story with a problem and solution so prospects want to reac more and often find the source of the success

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Leo’s Daily Tip – Today, On Strategic Planning

Brainstorming sessions, retreats and other activities can generate new ideas but the perspective is still from within the existing paradigm.  More effective can be getting an outside firm, consultant or advisor to suggest evolution.

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Leo’s Daily Tip – Today, On Strategic Planning

A product advantage isn’t always about adding quality or features to the item itself. Often superior service or dependability adds value, such as ease of ordering, quick shipping, knowledgeable customer service people, etc.

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Leo’s Daily Tip – Today, On Brand Strategy

Is it time to reinvent or refresh your brand? Listen to your own sales pitch and review the message your Website delivers? What is your current brand promise to potential customers? Do you even have a promise? Is it relevant in today’s market place?

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Leo’s Daily Tip – Today, On Brand Strategy

It’s not enough to have a brand, you need a product uniqueness. Just got a new client who is known in the industry, but when asked about product differentiators, there was nothing they did uniquely over the competition. Glad they found us.

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Leo’s Daily Tip-Today, On Brand Strategy

To one company, “milk is milk”. To a savvy marketing company, “milk is alfalfa fed to relaxed cows who are free to graze”. Which product would you prefer? Look into the little things that competitors don’t discuss but may differentiate your product.

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Leo’s Daily Tip – Today, On Advertising

Don’t make prospective customers work to figure out why your product will be good for them, when reading your advertising. Instead of having a message that tells about your product, craft the message in terms that tell how your product will benefit them.

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Leo’s Daily Tip – Today, On Advertising

 I was discussing a new ad national ad campaign by a major advertiser and we were all well aware of the creative concept, but could not remember the company. Lesson: don’t get too clever – it’s best to blend in your brand identity with your creative.

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Silverman Leadership

writer, speaker and advisor on effective leadership

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