About Michael Lewis

How to Position Your Brand for Maximum Efficiency

June 28th, 2017

This is the final chapter of the ‘How to Build Your Brand from Scratch’ series. If you missed the last chapter, you can learn how to Find Your Brand’s Demographics, or start from the beginning to learn the essential basics. From this series, you will learn to position your brand, products and services to maximize your marketing campaigns.

The Importance of Positioning

To establish a strategic position for a brand or product means to provide a platform that both identifies your brand and defines its primary purpose in a way that consumers can relate to. This clarification is necessary as many businesses have multiple-use products that appeal to different demographics. Take, for example, a manufacturer of quality artist supplies. These could appeal to a wide range of users, from professional artists, to students, to crafts persons, even to school children. While not the primary market, the most lucrative demographics for these products may be art school students and school children. It would be important for this manufacturer to identify itself as a leading producer of artist-quality supplies, but to focus some of its marketing spend on reaching the decision makers in schools. As the illustration demonstrates, positioning your brand and product correctly ensures that its identity will be readily identified by its intended audience, however niche, yet not exclude other potential customers and income streams.

David Ogilvy, known as the Father of Advertising, found brand positioning to be so important, that he made it part of his 2nd of 7 Commandments of Advertising. (For those unfamiliar with David Ogilvy, he was the inspiration behind Don Draper from AMC’s popular series ‘Mad Men’.) Ogilvy’s stand on Positioning: Clearly define your positioning: What and for Who?

Brand or product positioning is paramount to the underlying success of a business or strategy. Without proper positioning, the true essence of your targeting strategy might be lost. Performed correctly, positioning ensures that all marketing efforts not only reach the right audience but also create demand. Positioning is to a Marketer what a telescope is to an astronomer. Without this one tool, positioning, there is no effective marketing. There’s a reason David Ogilvy referred to positioning as “The most important decision”.

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The Dove Effect

The Dove Effect refers to Ogilvy’s historic decision on positioning Dove soap. Ogilvy stated, “I could have positioned Dove as a detergent bar for men with dirty hands, but chose instead to position it as a toilet bar for women with dry skin. This is still working 25 years later.”

Of course, Dove can be used for both (among other) purposes, but Ogilvy’s advertising helped to change consumers’ association, which had a huge impact on their buying habits. This is the very reason why some products are given characteristics and seen as masculine, feminine, durable, sophisticated, etc. They have strategically been assigned personality traits that are intended to influence the publics’ perception.

Positioning Your Brand

Your brand should develop and maintain a cohesive and consistent messaging strategy, which should be reflected through your advertising campaigns, content marketing, and public relations efforts. This will ensure all your tactics and strategies will work together towards achieving the same goal – building your brand.

Positioning Your Advertising

Generating exposure is essential for growing your brand and business. To do this effectively, be certain to perpetuate the same messaging strategies, but remember to keep your audience in mind and segment accordingly.

Your brand’s value can resonate with millions of people, but will one message reach every segment of your demographics? Of course not, so it’s important to conduct extensive research and determine what the pain points are for each demographic. Do not move forward with your positioning if you’re not sure which Demographics is your target audience.

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David Ogilvy decided to position Dove as women’s soap for dry skin, but it didn’t end there. Since, Dove has been developing and executing campaigns to reach different audiences. Their ‘Real Beauty’ campaign was highly successful, as it aimed at positivity and countered mainstream beauty products that pushed unrealistic expectations in their ads.

To fully speak to your audience, represent your positioning and branding with conceptual ideas and/or analogies. It’s best to make them see and feel your message so they can understand it in their own terms. Your positioning should represent a solution to the problem(s) that your brand is answering. A position angles a strategy to fulfill a specific purpose, so your advertising and other marketing efforts should do the same.

Be sure to utilize imagery and video content for your marketing and advertising. Conceptual imagery can tell the story, as they convey messages quickly and are effected less by the decreasing attention spans of online users.

Congratulations!

The time has come. You can now begin to create your own brand and to accomplish more for your business than you ever thought realistically possible. Follow our blogs step-by-step and you will achieve your fair market share.

We invite you to contact us with your questions or concerns regarding the branding process. We know there are many steps and details to achieve branding success and will be glad to consult with you to assist you to realize your online business’ goals.

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How to Build the Right Messaging Strategy for Your Brand

June 13th, 2017

Here’s the fourth chapter of Active Web Group’s “How to Build Your Brand From Scratch” series. We’ll discuss how to build an effective Messaging Strategy. If you missed the last chapter, you can catch up. If you already qualify for Messaging guru status, you can skip ahead to our next chapter about locating your Brand’s best audience.

A successful Messaging Strategy will define your brand in an official statement. This strategy should encompass all active goals and objectives your brand has and reflect them with a strategic approach. This statement will position you brand as it wants to be seen while also appealing to the most appropriate demographics, to your intended niche. Similar to a Mission Statement, your Messaging Strategy should adapt to the same changes your brand endures, so your message can remain clear and cohesive.

Now that we know what a Messaging Strategy is, we need to know why it’s so important.

A strong messaging strategy lays your brand’s foundation for its public relations and advertising efforts, which should adhere to the brand’s stated standards. Other elements such as logos and designs should complement the brand’s messaging strategy as well.

Simply put, the messaging statement is the foundation for your brand and serves as the platform for existing and potential customers to identify your company and how it stands out from its competitors.

Analogy List (Tell a story)

Your messaging strategy will build your brand’s reputation and will be how your current and potential customers perceive you. Ideally your message will become your brand is known for. Without a reputable brand image and perception, you’re either invisible, imperceptible, or possibly, both).

How does your brand want to communicate with its public? How does your brand want to be viewed or perceived? To begin you’ll need a concrete branding strategy, and this installment speaks to the communications aspect of your corporate structure.

How to Build Your Own Messaging Strategy

Identify Your Niche

First Understand Your Niche and establish ways to position your products. Cohesive messaging is all-important so choose your wording with care, as it’s essential for your message to align with your strengths. When you have identified your niche, you’ll need to market your brand as being the best at your that niche. Some examples include:

  • The Oldest
  • The Most Affordable
  • The Most Durable
  • The Highest Quality

To bring back an old example, Mercedes-Benz won’t market their products the same way Kia will because they have different selling points. Mercedes positions their cars as the best because of their high quality, prestigious history, and elitist attitude. That’s their market and they’re working it. Brands like Kia will position themselves in a more practical ‘more for your money’ angle because they wouldn’t be able to compete in an apples-to-apples comparison with a luxury brand like Mercedes-Benz.

Buyer Personas

Now that you have clearly identified your niche and positioning, it’s time to establish your Buyer Personas. Your Buyer Personas are hypothetical profiles of your ideal customers, based on your products, positioning, and demographic targeting. When you have an ideal customer mapped out, it makes the rest of your Messaging and Content Strategies easier because you can add some relevant context to the equation.

To create effective Buyer Personas, you’ll first need to compile useful data to base your evidence upon. You can collect customer information from locations such as:

Customer Surveys

Conduct surveys on programs like Survey Monkey and send them to your customers in exchange for a small reward, such as a 10% discount on their next purchase. Include questions that would supply the most value to your Marketing efforts!

Google Analytics

You can learn a lot about your website visitors from your Google Analytics Account. Everything from demographics, geographics, interests, and more can all be found there.

Facebook Audience Insights

Similar to Google Analytics, you can use Facebook Audience Insights to collect information from your Facebook followers.

Email Subscriber List

You can use Google Analytics and Facebook Audience Insights to import valuable information from your email subscribers.

Develop a Killer Content Marketing Strategy

A strong Content Marketing Strategy is what attracts fans and establishes trust. Fans quickly become bored by sales content, as they want to be entertained passively as they would at a movie theater. Publishing branded content is a way to entertain your audience, engage them, and promote your brand in a way that will spread like wild fire. Some content examples include:

  • Blogs
  • Videos
  • Contests
  • Giveaways

External Public Relations Business Model

Brands have an external communications strategy the same way businesses have an internal strategy in regards to the structure of their company. This typically has to do with Operations and Customer Experience components of your company. Some examples include:

  • Company Policies
  • How Customers are Greeted and Treated
  • How Your Brand Cooperates with the Press
  • How Your Brand Responds to a Public Relations Crisis

The Long-Term Benefits

A strong and consistent Messaging Strategy will benefit your brand long after your best advertisement has faded from memory. Here are some core benefits to staying true to your brand’s word:

A More Recognizable Brand

As we’ve said, a customer will be more likely to purchase from your company if they recognize your Company’s name. Having a consistent Messaging Strategy ensures they will remember your brand, as every piece of content they consume will be a reminder of who you are and what you stand for.

More Website Traffic and Exposure

More website traffic means more exposure and brand recognition. It also provides a foundation for a stronger web presence, which will take your brand farther than you may have thought possible.

More Sales and Overall Business Growth

While there are countless benefits in having a consistent brand and messaging strategy, the most compelling is the bottom line. Increasing the reach and influence your business has will create the opportunity for more sales, growth, and revenue.

Wrap Up

Every component of your branding strategy is important, but the Messaging Strategy is what receives the most attention. It’s essential for effectively reaching and resonating with your intended audience(s) and catapulting your brand up your industry’s food chain. By successfully identifying your audience and creating content to attract and retain them, you can develop a presence with your brand that your customers will identify with. This success begins with the right Messaging Strategy!

How to Build Your Brand from Scratch

April 25th, 2017

Whether you are launching a new business, service or product, or rebranding an existing one, it’s important to know where to start. Utilizing the knowledge of Active Web Group’s seasoned professionals, we’ve developed this basic guide to assist in understanding successful branding requirements. Within this guide we’ll outline the best methods, resources and tools necessary to help your brand stand out and gain its fair market share. Solid branding initiatives will not only attract potential new business, but also guide prospects towards purchasing from your company.

In blog post after blog post we’ve mentioned the importance of building and implementing a strategy for your brand. Its success depends on the breadth of marketing and strategic planning knowledge, and the timing of its implementation. It is not a casual undertaking and is best suited to a team of highly experienced professionals with proven track records. This series is intended for business owners and decision-makers who may be considering how to best market their brand. We’ll cover all phases and invite your comments and questions. We’re here to help resolve any issues your brand may be facing. Our goal is always to help you achieve your online business objectives.

How our Blogs can Benefit Your Business

Regardless of your company’s size, age, culture, or industry, effective branding will indeed expand your brand’s reach, increase conversions, and of course, improve the firm’s bottom line.

After reading this series, you’ll have a firm understanding of:

An effective brand is designed to resonate with its intended public, that is, the given demographic(s) your brand elects to target. Another oversight many business owners make is that while the elementary stages of brand-building might seem obvious, they are often overlooked, or not performed correctly. This deceptive simplicity often leads to some business owners to believe that they can create and implement an effective marketing strategy themselves. This error becomes more pronounced as the later, and more critical advanced campaign steps scuttle most homegrown branding initiatives. For example, in a professional targeted branding campaign, major significance is placed upon the details because these provide the subtle cues that consumers can associate with, find interesting, and therefore worth their attention and interest.

Why is it Important to Cater to Your Demographic?

Like the valedictorian or prom queen from one’s high school days, brands take on their own persona! Through hard work, dedication, campaigning and having an identifiable as well as a likeable personality, their respective fan bases grew; and their unique voices were heard. Branding is a similar concept, only instead of appealing to classmates and faculty; a brand’s personality should be tailored to appeal to a carefully selected target audience.

If a successful brand were a person, the intended customers would strive to take part in that brand’s daily activities, message and persona, eager to be best friends with that brand. Therefore, a brand’s message should speak to potential customers. Brands whose messaging t anticipates and delivers what their demographic wants or needs, will be heard, will elicit a response, and will ultimately, be successful..

Consumers don’t choose brands by chance; brands are designed to represent more than just a product. Strong branding is designed to meld with any culture. Depending on the intentions of the brand builders and the social effect of the brand itself, consumers begin to develop associations with certain brands. Consumers need to associate themselves with a product for it to earn their loyalty and their business. Here are some easily recognized brands that create an image that consumers align themselves with:

Nike is designed to appeal to athletes beyond just sports attire and equipment

McDonald’s is designed to appeal to hungry customers beyond just fast food

Mercedes-Benz is designed to appeal to drivers beyond just luxury cars

For each of these examples, there is a strong association between how consumers perceive themselves, and how, and the scale with which each brand caters to, and fulfills consumers’ expectations.

To summarize: A successful brand stirs and emotional response. This is at the core of brand loyalty and why consumers will repeatedly choose one brand over their competitors’ that offer near-identical services.

Active Web Group is a full-service digital marketing agency that uses the latest tools and strategies to connect brands with their intended audiences. Looking to increase your marketing presence and increase revenue? Get a FREE Digital Branding Analysis Now! Contact Active Web Group at (800)978-3417 today!

ENSURE YOUR BRAND’S SUCCESS

Strike Out Competitors and Become the Yankees of Business

April 12th, 2017
Strike out competitors

Photo by Keith Allison

Some might hear the name “New York Yankees” and think of the Bronx Bombers as a sports team, forgetting they’re a (successful) business. So, other than their history and success on the field, why are the Yankees seen as more than just another Major League Baseball Team? Excellent Branding!

Let’s look at a few traits that set the Yankees apart from their competitors:

History and Success

After changing their name from the New York Highlanders to the New York Yankees in 1913, history was made, even if it wasn’t known yet. The Yankees signed Babe Ruth in 1919, who was said to have ‘saved baseball’ after the sport struggled following the scandal over the “fixed” 1919 World Series. This is why they called the original Yankee Stadium “The House that Ruth Built”.

Over the brand’s 104-year legacy, The Yanks have accumulated 27 World Championships, 40 pennants, and 24 Hall-of-Fame inductees (each an all-time record).

Traditions and Professionalism

As we now know, the New York Yankees are a storied franchise, but the brand goes far beyond winning ballgames. The team perpetuates class and they maintain their beloved and storied franchise through tradition. Some famous Yankee traditions are:

Logos

  • The interlocked “NY” and “Bat in the Hat” have been staples for years, which tell the story of the Yankees from the days of past legends to the stars of today

Uniforms

While most teams change their uniforms to adapt to the times, the Yankees have not

  • Yankees wear Pinstripes for home games and Gray for away games
  • Yankees uniforms do not show last names on the back of their jerseys

No Beards

Members of the New York Yankees are not allowed to wear any facial hair (side burns and mustaches being the exceptions) as per their tradition. While this was enacted by past owner George Steinbrenner in 1973, it has become part of the Yankees legacy.

Pride

As said, the New York Yankees are unlike any other team in professional sports. George Steinbrenner compared his ownership of the team to owning the Mona Lisa. Many players would and do consider it an honor to put on the Pinstripes because they share a role in the winningest team in professional sports.

How can your business learn from this? You’ve been admiring passion and story-telling at its finest and you probably didn’t even realize it.

As we’ve mentioned, the Yankees are more than just a baseball team, which is why their story extends past the field. The Yankees have their own culture and customs, they carry the expectation that second place just isn’t good enough. Your business can take that very same approach with these steps.

What can Your Brand Do?

Set Yourself Apart

What do you want to be known for, beyond your craft? How can you be distinguished from your competition?

Establish a set of Brand Guidelines

What does your brand stand for? What are your values? Customers want to identify with your brand as more than a useful product or service. After all, a brand is more than a label; it’s an idea to associate with.

Set a standard

You’re not just another company, are you? It’s up to you to tell your customers why. Tell a story, be creative and stand out from the pack.

Have Pride in Your Business

Establish yourself as the best, set your standard and be the Yankees of your industry!

Interested in taking your Business to the Big Leagues? Team up with Active Web Group and let’s hit marketing out of the park with a FREE Digital Marketing Analysis! Click the button below or call us at 1-800-978-3417

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How to Boost Revenue with Content Marketing

April 4th, 2017

Content MarketingWhy Content Marketing?

With the digital world full of brands promoting themselves with sales and gimmicks, the masses are beginning to see past the smoke and gravitate towards voices that they trust. Consumers are sick of being ‘sold’ so they’re relying on their gut-reactions, forcing brands to earn their attention with excellent content. What exactly does that mean?

Content is material that serves either an entertaining and/or educational purpose in an effort to tell a brand’s story in a unique way.

Brands spend 25%-43% of their marketing budget on content – Business2Community

45% of marketers say blogging is their most important content strategy – Social Media Examiner

While many brands create and distribute content, having a pre-planned strategy with detailed execution and data analytics is key to maximizing their spend. Here’s what’s earning brands more revenue!

Building Your Strategy

Brand Identity

Your brand demonstrates how you want your business to be perceived, so your image must remain consistent across all channels. Content should reflect your brand, and while the individual message might vary, the tone, verbiage, and overall content imprint should remain consistent. A strong brand adds a personal touch to your business and will assist to establish a loyal following.

Demographics

For optimal results, maximize ad spend and overall efficiency by focusing your content to meet the needs of your intended audience. This means tone, verbiage, colors, and other communication methods should be in tune with your branding and demographics. Research and evaluate the proposed content prior to publication to gauge its effectiveness, as it is crucial to the bottom line.

Your target audience should identify with your brand, so it should meet their perception of your brand’s personality to stand out. If your brand were a person, your potential customers should want to be your brand’s friend!

Documenting Your Strategy

While it might seem redundant, it’s important to record your strategy for the same reason you would document your business plan – so it’s in writing and clear to everyone involved. This will also keep everyone on the same page to promote branding and cross-channel continuity, as well as a cohesive messaging strategy. Documenting your plan makes it easier for your team to reference your strategy as well.

Not convinced yet? Here’s a nugget to consider:

Did you know that 70% of B2B Marketers planned to increase their Content Marketing in the past year? – Content Marketing Institute

Implementing the Strategy

Putting your strategy into action is often easier said than done. Beyond almost anything else, success requires persistence and attention to detail. Remember, details must be transparent and relevant assumptions are unacceptable. Every metric should strategically tie in with your branding or demographics appeal. While this phase is important, it’s how you’re able to adapt and improve your strategy that will define your long-term success.

More food for thought:

The top three B2B goals of Content Marketing are Lead Generation (85%), Sales (84%), and Lead Nurturing (78%) – Content Marketing Institute/MarketingProfs

Testing and Analyzing Data

Managing the data you collect is just as important as mapping and executing your strategy. Think of your content strategy as if it were a science experiment. You have statistics and other demographic-based information which leads to a:

Hypothesis: Form an educated prediction based on the given data on hand

Preparation: Draft content in an effort to prove your hypothesis (based on the data provided)

Test: Execute your drafted strategy

Results: Compare the results to your hypothesis and deduct a productive conclusion

For the purpose of Content Marketing, you can use this basic scientific method to determine how your content is meeting or exceeding expectations. Once it complies, take it to the next level by exploring more detailed metrics which will provide more insight as to why your content is or isn’t resonating with your target audience. Useful tools such as Google Analytics show historical data so you can harvest metrics that support your hypothesis and deliver measurable results!

In short, use the data at hand to make the most educated conclusions. Go with what works.

Timing

Constantly base the timing portion of your results on trial and error and don’t ignore the metrics. You should be looking for promising results over an extended period of time to reach a conclusion that will lead to a profitable outcome.

Engagement

If using certain verbiage, design strategy, or any other measurable element in your content that outperforms others of its kind, it might be worth looking into. Maybe condensed copy performs better, or using humor – the point is to never ignore your data. Pay attention to what your audience is telling you and adapt to it. The longer you adapt your content message to reach your target audience, the stronger and more personalized your brand and content strategy will become.

A profitable Content Marketing strategy can be a huge difference maker for your business. Could you business benefit from an increase in customers and revenue? Contact the experts at Active Web Group for a complimentary analysis to see how your business can maximize profits.

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Or Call our Experts at (800) 978-3417

Does Ivanka Trump Need to Rebrand?

March 8th, 2017

Photo Credit: Michael Vadon

Due to political boycotting, clothing retailers, starting with Nordstrom have begun to drop Ivanka Trump’s clothing brand. Consumers are associating Ms. Trump’s clothing line with her father’s controversial policies. As a result, her business has taken a major hit.

Putting politics aside, Ms. Trump needs to review her business strategy and assess the direction she intends to bring her brand. Besides political backlash, there are other considerations as to why her brand is being dropped by retailers, such as the fact that Ms. Trump’s clothing brand is nearly a decade old. Ivanka Trump has to treat this matter like as any other PR Crisis. With the bottom line in mind and as with any other brand, Ms. Trump needs to consider how the public perceives her and how it might impact her brand and business.

With more retailers including Belk, Neiman-Marcus, TJ Maxx and Marshalls rejecting her brand, Ms. Trump should consider rebranding to limit unnecessary attention. From a Public Relations perspective, damage control must begin with refocused, and effective brand messaging.

The best course of action would be for Ms. Trump to distance her brand from politics, and focus solely on her business. She might consider flying her brand under the radar by reintroducing her line under a name other than “Trump”. While many believe she has already attempted to distance herself from her father’s politics with her infamous dress post, the name “Trump” is believed to already hold too much baggage, and stunt the growth of future damage control initiatives.

Below are the results of a SWOT Analysis, a popular planning method AWG’s Public Relations Professionals use to assess their Strengths, Weaknesses, Opportunities, and Threats. For a reactive campaign such as this, it’s clear to AWG that the Opportunities section suggestion should be Ms. Trump’s primary course of action. When considering the shape of Ms. Trump’s brand, the analysis reflects as shown:

Strengths

Weaknesses

Quality products are well-targeted

Current identity crisis

Opportunities

Threats

Weaknesses can be turned into strengths

Current damage can increase if not attended to

To address and repair the initial damage, AWG would recommend a proactive approach, involving her new brand with charitable and environmental causes, to specifically avoid the stigma associated with her father’s politics. The goal is for Ivanka Trump’s brand is to address her audience and represent opposition to the stigma that has created the initial boycotting of her brand.

Beyond charitable donations, Ms. Trump’s new brand might benefit largely by building partnerships with non-profit organizations specifically those focused on building environmental and cultural awareness. Creating a system of positive press will force consumers to focus on one thing – the clothing, which is the primary objective.

In addition to positive press, Ms. Trump might find an opportunity in selling domestic-made goods, which will not only silence critics, but will generate applause, and build value for her brand. This is another way to communicate that she is listening, also that she will do whatever it takes to please her current and potential customers. By distancing herself and her brand from her father’s politics, then and only then will Ivanka Trump find her own voice, and, most important- her brand’s new followers.

By accentuating the positive aspects of the brand (the focus on charities and environmental causes) and away from her name’s negative connotations, Ms. Trump would rebuild and refocus her brand. Branding is largely about capitalizing on opportunity – and this is Ivanka Trump’s chance to shine, stand out, and silence her critics.

Ivanka Trump’s brand dilemma underscores the fact that not all publicity is good publicity; effective PR is about communicating strategically and effectively. Is your brand communicating the right way to the right audience? Contact the experts at Active Web Group and experience the true power of professional branding at 1-800-978-3417!

Why Your Brand Should Take Advantage of Virtual Reality in 2017

February 7th, 2017

Virtual Reality in 2017Video has become more dominant in digital communication. In 2017 it is expected to take new forms that will change the digital advertising landscape forever. Based on click-throughs, online users are already demonstrating more interest in video content than text. Now, video is poised to enhance the personal user experience as well via Virtual Reality.

Virtual Reality (or VR) promises to change the direction of online advertising, taking this communication format in an entirely new direction. Brands are already becoming proficient in the art of storytelling, which is proving to be an excellent tactic for breaking through the clutter of our content-saturated world. What if these stories became more real? With VR, they will be. Advertising and overall branding will become more of a personal experience, rather than a video on screen. The engagement will be unparalleled, as prospective customers will literally be able to visualize themselves with a product or service. The phrase “seeing is believing” has never been more true.

What Your Brand Can Do

The paradigm shift in 2017 will reach groundswell proportions as the majority of companies will enter this marketplace. How can you position your brand to succeed?

Free Branding Consultation

The sooner your brand adapts to VR, greater success will be achieved. Eventually, all brands will take part in the virtual experience, but the early adapters will make the most impact. This offers a limited window of time for your brand to make a statement. For virtual reality in 2017, the time to act is now.

VR is about interaction, so your brand should focus on providing user excitement! Position your product/service as an experience instead of a conventional promotion.

Potential customers should be able to readily see the benefits of using your product/service, which is one major advantage that VR has over other marketing tactics. For instance: if you’re selling a car, you would likely want to focus on the interior and how it would make potential customers feel, rather than the specs.

Showcasing your brand and products as an experience will not only take the best advantage of VR, but will enable brands to reach their online goals faster!

Are you having trouble building or maintaining your digital brand? Contact the experts at Active Web Group for a FREE Analysis to learn how we can grow your brand! As a full-service digital agency, we have experts ready to tackle your business obstacles head on! Click HERE for your FREE Analysis or Contact us at (800) 978-3417!

How Space Exploration Can Brand a Car

January 4th, 2017

Digital Branding
It’s amazing how a name can be synonymous with a brand, and how that name can influence the overall perception people have of that brand.

CEO, Elon Musk’s intention to travel to Mars has grabbed headlines and attention worldwide. Visiting the red planet has been a sci-fi fantasy of eons, however, Elon Musk and SpaceX stand determined to take us there within our lifetime.

With such innovative plans, it’s no surprise that Elon Musk has become branded as futuristic, as will anything he creates, or has part in. So what does this mean for Tesla Motors? While Tesla vehicles are already innovative electric luxury cars with self-driving capabilities, there’s additional notoriety (and market share) to be gained in having a CEO that speaks of going where no man has gone before. This adds substantial credibility to any and all of Musk’s intentions, and puts Tesla Motors in a league of its own from a marketing perspective.

Get a FREE Digital Branding Management Strategy Analysis

Taking a deeper look at Tesla Motors’ branding enforces one marketing principle – finding a niche and perfecting it. This is exactly what Musk has done with the Tesla. Tesla Motors’ branding has become more than just about cars, it’s about alternative energy and change. This dynamic concept is appealing when most other luxury cars look about the same. As a relatively new company (founded in 2003), Tesla Motors has done the best job of any car manufacturer at standing out from its competition. The ever-increasing demand for Tesla cars underscores that claim.

So What Does This Mean?

Tesla Motors can market their cars differently than their competitors because of their incredibly unique branding. Musk has already succeeded in his outlandish, almost Mission Impossible, task of altering our universe through modern, eco-friendly, human transportation! No need to settle for a Delorean, Tesla is the automotive brand for today, and the intergalactic future. Tesla’s cars are unique, so their marketing can be unique. Tesla Motors marketing team has created a niche that is creating incredible demand, largely in part because of Elon’s futuristic appeal.

Effective branding can be the difference between a company failing or succeeding. Thinking about the branding for your business? Contact the experts at Active Web Group and experience the true power of professional branding at 1-800-978-3417!

Get a FREE Digital Branding Management Strategy Analysis

Active Web Group Gives FitSmallBusiness One of Their Top Marketing Ideas

December 19th, 2016

Active Web Group has been featured in FitSmallBusiness, giving our expert opinion on small businesses and how they can stand out from their competition. Social Media and Brand Account Manager, Jessica Moreno told FitSmallBusiness to “Re-think Mobile” by considering new ‘social’ purchasing trends in order to increase engagement and revenue on mobile devices. “Utilizing this is ensuring that you are giving your customers every opportunity to purchase as you are adapting to their needs.”

You can find the rest of Jessica’s suggestion here: http://fitsmallbusiness.com/small-business-marketing-ideas/

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