brand strategy tarot cards

    Brand Strategy Card Number 2.

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    Let’s face it, Google has supplemented our brain power like no other tool in the world. Its mission is something like “organizing the world’s information so it’s one click away.”  Every directory ever published, every map, and phone book have passed into oblivion thanks to the genius of Google. And businesses know this because consumers know this. 

    Tarot Card number 2 is a snapshot of the Google results page above the fold (what can be seen without cursoring down) following a search of your brand name. When someone searches for you on Google, with what are they presented?

    If an established brand, consumers are likely to see a large box on the right side of the page with company incidentals — what Google and the algorithm have gleaned, e.g., owner, headquarters, inception date, picture/logo, stuff like that.  On the left side of the page is information more controlled by the user — typically beginning with copy from meta tags and labels associated with the home page.  Other copy is hopefully scraped from paragraphs about what the brand Is and what the brand Does (Is-Does) often included there are some other organizing subheads like: About, Careers, Location. This area can be a mess of copy and bullet — not the best presentation of a brand and its value.

    One can’t organize their brand’s Google results page because it is part machine driven and part human and coder driven. And in many cases the coders don’t even work for the company.

    As all earthlings use Google many times each day, the ability to organize and synthesize your search results page is a key to brand building and brand management.  

    Peace.

    (There are 6 Brand Strategy Tarot Cards. Brand Strategy Tarot Cards is a diagnostic offering of What’s The Idea? For more information write Steve@WhatsTheIdea.com)

     

    Brand Strategy Tarot Card Number 3.

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    Home pages are tough. As a brand or company landing page, the words, visuals and strategy are the first thing a consumer or searcher sees.  Unless you have the brand recognition of Coca-Cola , Amazon or Taco Bell, I’m a fan of communicating the Is-Does on the home page: what a brand Is and what a brand Does.  The worst thing one can do, leading to a high bounce rate, is not explain the Is-Does on the home page. For a brand, a nice product shot is more than appropriate. If a service, some quick visualization of function. The idea of the home page is to leave no possible confusion as to what one is selling. Of course, naming is important. If the home page says Mission Health System, you can get away with not having doctors on the page. If Blue Point Brewing, you needn’t show the suds.

    Once the Is-Does is covered, the other purpose of the home age is to convey the brand claim. Not claims. Claim. There can be only one overriding value of a brand – with all deference to “Tastes great, less filling.” If a home page offers up multiple values, the brand jig is up. Brands are allowed 3 support planks, but all must directly bolster the claim. It’s simple brand blocking and tackling.

    If your home page scatters values, you don’t have a home — you have multiple homes. Therefore no home at all.

    Peace.

    (There are 6 Brand Strategy Tarot Cards. Brand Strategy Tarot Cards is a diagnostic offering of What’s The Idea? For more information write Steve@WhatsTheIdea.com)

     

    Tarot Card Number 5, Boilerplate.

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     Boilerplate is the paragraph in a press release sitting at the very bottom of the page offering a paragraph of information about the company issuing the news announcement. It contains some selling references but mostly recaps the primary business(es), along with key facts, figures, age, ownership, etc.  Here is some boilerplate from The Kraft Heinz Company:

    About The Kraft Heinz Company

    For 150 years, we have produced some of the world’s most beloved products at The Kraft Heinz Company(NASDAQ: KHC). Our Vision is To Be the Best Food Company, Growing a Better World. We are one of the largest global food and beverage companies, with 2018 net sales of approximately $26 billion. Our portfolio is a diverse mix of iconic and emerging brands. As the guardians of these brands and the creators of innovative new products, we are dedicated to the sustainable health of our people and our planet. To learn more, visit http://www.kraftheinzcompany.com/ or follow us on LinkedIn and Twitter.

    Shelley Spector of Spector and Associates says boilerplate should always remain the same. And it requires a lawyer’s approval at public companies. Good press releases also use a digest of the boilerplate in the first sentence. For instance, Kraft Heinz might start off with “Kraft Heinz, the largest global food and beverage company announced today…”

    (A sure sign of an immature company is one that keeps changing it’s boilerplate with every release. A no-no.)

    Every brand needs to think about its boilerplate. It is an extended, inclusive statement of business purpose, scale and history. It’s a good place for strategists to begin when delving into brand claim and proof.

    Peace.

     

     

    Brand Strategy Tarot Card Number 4.

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    The fourth tarot card to be turned over during the What’s The Idea? brand strategy demo is the “About” section from the company website. The About page is the most important place to get the brand strategy right, yet it’s often poorly constructed and amateurish. Not so, for large multinationals who have seasoned communications people and PR hands nearby, but it’s often the case among midsize and small companies who tangled in their underwear.

    Here’s an About page from nCipher:

    nCipher Security, a leader in the general purpose hardware security module market, is now an Entrust Datacard company, delivering trust, integrity and control to business critical information and applications.

    Not the worst in the world, but it assumes knowledge of “hardware security modules.”

    The Is-Does is fundamental to the About Section. What a brand Is and what a brand Does. Getting bogged down in where, how many, target and the like only confuses. In technology, you are either in hardware, software or platform (web services). Say that. Once you start piling on things like trust, integrity and control, you start to diminish.  

    In consumer products be what you are first, then and only then add value qualifiers.

    Local brewer Devil’s Foots Beverage Company gets it:

    “Devils Foot Brewing. Asheville, NC Craft Beverage Company. All Natural N/A Bevs made with Organic Roots and Fruits.
    (N/A refers to non-alcoholic, not North American.) Also, I would suggest beverage over brewing, rather than using both.)  

    When you write the About page, don’t get carried away. Tell them what it Is and what it does. Don’t bury it in blather.

    Peace.