Posted by Jaci Russo
Your brand’s name is more than just something fancy or something that sounds clever- it tells what your company is all about and a little bit of background information. Not only is your logo important, but your brand name as well. Give people something to remember you by- something that truly stands out from the rest.
We work with clients everyday to name their companies and develop brand identities to best represent them. We often make the comparison that the process is equivalent to naming their child - their name says so much about them, and no one wants to be the one that got stuck with 'Eugene'.
With a creative name and logo behind you- there will be no more talk of “oh yeah that company, uhh what’s it called?” It's interesting to realize how often companies chose a name and then made it great. Very rarely is the name instantly recognizable and 'perfect'. The company, service, products and time all lends to making a name great. Take a look at these famous companies and see just how they took their name to the next level.
Nike was named after the Greek goddess of victory, Nike. The famous Nike “swoosh” symbolizes the flight of the goddess. How many victories do you think were won while wearing the famous Nike logo.
The name Adidas came from its founder Adolf Dassler. Adidas was formed by the first three letters of his first name (ADI) – which was also his nickname- and the first three letters of his last name (DAS). Together these two sets formed ADIDAS, the name we have come to know today. What would your name look like as a brand?
All around the world, Coca-Cola is shared daily for meals, snacks, and everywhere in-between. Coca-Cola got its name from the coca leaves and kola nuts used to make this popular drink. John S. Pemberton, founder, thought the name would look better if the “K” in kola was changed to a “C” – thus forming the name “Coca-Cola”.
Lego’s roots go back to the Danish language. A combination of the Danish words “Leg Godt”- which means “play well”- forms the name “LEGO”. Although Lego claims that it is only a coincidence, “lego” in the Latin language means “I put together”. The Lego brand has stuck around for many generations, and will continue for many more.
Skype is used by many people: business professionals all the way to children. This video calling service started out as a concept that was “SKY-PEER-TO-PEER”. This later was shortened to “SKYPER”, and then morphed into “SKYPE” as we know it today. How many conference calls have you done on Skype lately?
These are just a few of the famous brands that have interesting backgrounds on how they got their names. What is in your brand name? Does it reflect your company and the promise behind it?
Elise (noble, honorable) Tauzin
The Russo (stems from Latin word “Rossius” meaning “red”)
Group
Posted by Jaci Russo
Tune in to Brand Buzz today and every Monday at 5:15pm on KPEL 96.5. Today we will be discussing the best part of yesterdays' big game, Super Bowl Ads. Click here to download the ebook and follow along with the show.
The Super Bowl has long been known for the ads as much as the football. Each year, it seems, the budget and the hype for the spots increase dramatically. There are entire pre-game shows devoted to the ads. This week we discuss the spots from yesterday and some classics from years past:
waSSSuppp
Betty Bowl
may the Force Be with You
monkey Business
maC daddy
In addition to the big budgets and high concepts, the thing that has given the Super Bowl spots their biggest hype is the element of surprise. A new tradition this year has been the pre-release of spots. During the weeks leading up to the game this year, companies released their spots to a flurry of PR and YouTube views.
What was your vote? Which spots got your attention? Who changed the conversation? Tune in to KPEL 96.5 at 5:15pm today for Brand Buzz and we will chat all about it. Download the ebook, Super Bowl Ads, to read more about the spots from years past.
Posted by Jaci Russo
Today we reveal the 5th and final “C & R Combination” tip that will help you in your brand identity journey through social media and great public relations.
I hope many of you had a great creative adventure after reading yesterday’s blog!
As a simple reminder – let’s recap what your brand actually is:
Your brand is NOT your LOGO. Your brand is NOT your PRODUCTS. Your brand is NOT your COMPANY.
Your brand is made up of a person’s emotional response to a company, product, or service.
We have covered content necessary in your social media site, along with the aspects of creating a conversation and relationship, and maintaining that relationship through successful communication and creativity.
This seems like it would be everything you need, right?
Well, there is only one little piece of the puzzle that is missing – Consistency & React.
By staying consistent with your content on the company’s social media sites – you are developing your brand. Branding is a promise between you and your customer. Consistent delivery of your promise creates trust. When trust is established, it promotes loyalty. Loyalty, in turn, leads to advocacy.
Consistency = advocacy.
Advocacy = reaction.
When something is seen or read consistently, there is a greater chance that people will remember the details. The reaction the consumer produces to the consistent information that is presented (in a creative and unique way of course) is in turn the success of your brand and company identity. When there is a call to action in a statement, this encourages outsiders to take a stance and thus creates a reaction. This reaction can be on several different levels, but ultimately is positive one.
Stay consistent and there is sure to be a reaction from your readers/clients – one that is positive and fulfilling.
CONGRATULATIONS!
You now have the 5 C’s and R’s that will help you successfully turn your brand around by using social media and great public relations!
Here is a recap of the 5 steps:
- Content & Relate
- Conversation & Resolve
- Communication & Reinvent
- Creativity & Realize
- Consistency & React
and the ebook:
The 5 C's and R's for Successful Branding
Stay true to these 5 simple tips while using social media for your company – and your brand identity us sure to be a positive one.
HAPPY BRANDING!
Elise Tauzin
The Russo Group
Posted by Jaci Russo
I hope you brought your creative thinking caps today! If you have it, put it on and get ready for the ride!
We are continuing on with our brand progress through social media and great public relations – and now are on our 4th tip: Creativity & Realize.
Again, here is a quick reminder of what your brand really is:
Your brand is NOT your LOGO. Your brand is NOT your PRODUCTS. Your brand is NOT your COMPANY.
Your brand is made up of a person’s emotional response to a company, product, or service.
Social media allows us to target a wide range of audiences at one time. Anyone can just throw a blog post up and hope to have people visit their site and read their content. How successful can this be?
If you go fishing, are you just going to cast your line with just a hook? I don’t know about you – but if I want to catch the biggest and best fish, I’m going to attach the best bait I can find onto my hook before casting my line. This gives me a better chance to catch the trophy winning fish over the guy with no bait, right?
If your company does not have that “bait” needed to reel in the customers – what are the chances of you being successful?
Stand out from all of the other businesses in your field. Since the technology of Social Networking is still relatively new, most people still don’t know what to make of it, or how to take advantage of it. Being the first to use Social Media in your category gives you the opportunity to DOMINATE your category.
It is important to stay creative in your content and in how you plan to attract new business.
Realize - the consumer owns the brand - you must “change the conversation”.
Always be thinking on your toes and BE DIFFERENT.
People are exposed to more advertisements daily than they are aware of. The amount of advertisements does no good if he or she cannot remember what was said. This is where the “changing of the conversation” comes into play.
Fill your social media sites with information that is like no other sites in your category. Being different will set you apart from the rest. Creativity is key in being successful in the social media world. Create the bait that is needed to get people “hooked” on your brand.
I hope your thinking caps are secure and ready for an adventure with you and your social media site!
YOU ARE ALMOST THERE!
The fifth and final step: Consistency & React are to follow in tomorrow’s blog. Check back in with us to learn more!
Have some creative ways to “make the bait”? LET US KNOW! We would love to hear from you!
Have a safe creative adventure!
Elise Tauzin
The Russo Group
In case you missed them, the following are the steps 1-3:
Step 1 - Develop Content to Relate to Your Brand
Step 2 - Resolve to Build Your Brand Through Conversations
Step 3 - Communication to Reinvent Your Brand
and click here to download the ebook, The 5 C's and 5 R's for Successful Branding.
Posted by Jaci Russo
Tune in today and every Monday at 5:15pm for Brand Buzz on KPEL 96.5. Each week we discuss the how's and why's to build your brand as well as practical tips and case studies for the inclusion of social media. Today we are looking at the next round of great iPhone apps. Click here to download the free ebook to learn more.
There are hundreds of thousands of apps out there and quite a few of them are focused on productivity. Which apps do you use? There are so many great ones, the challenge is knowing which ones can help your business. We have selected the ones that we use and think you should too. The ebook provides info on each, but the list is as follows:
Facebook
Scanner Pro
Linkedin
eBay
DropBox
The Wall Street Journal
Expensify
Pinterest
Pandora
Russo
These apps won't make your bed, grocery shop for you or even tell you what to eat for dinner (although there probably is one for that) but they will help you be more efficient, save time, and hopefully more successful.
Download the ebook, Great iPhone Apps for Business, tune in to KPEL 96.5 at 5:15pm to listen to Brand Buzz and use these tips to build your brand.
Posted by Jaci Russo
Picking up where we left off from our previous blogs, let the third tip of the 5 C’s and R’s to successful branding through social media and good public relations continue.
You have your content and related it to your audience, establishing that emotional connection with your audience. The conversation aspect has been created, and now we are ready to communicate and reinvent.
As always – let’s take time to remember what your brand really is.
Your brand is NOT your LOGO. Your brand is NOT your PRODUCTS. Your brand is NOT your COMPANY.
Your brand is made up of a person’s emotional response to a company, product, or service.
You want your readers/clients to see what kind of person you are and what kind of company they are dealing with. We now have to implement the skills necessary for others to see how interested you are in who THEY are, what THEY do, and how you can help THEM. Take the time to personally engage in conversation and interaction with those who show potential interest in your company and all that it has to offer. A personal email or message through an inbox is more of a personal way to show interest as well. By communicating effectively, this will continue to build upon the relationship aspect of your brand.
Ultimately – it is the customers that are in control.
You can’t yell at them.
You can’t treat them like they are stupid.
You can’t buy their attention.
You have to be where they are.
You have to speak their language.
Social media is all about the communication. More times than none, successful communication is what “seals the deal”. Do your homework and background research to see what interests your readers and find out what it is exactly that they are looking for. Consistent delivery of your promise creates trust, trust promotes loyalty, and loyalty leads to advocacy.
If you utilize a blog, maintain a Facebook page, and even have consistent Tweets, then you’ll be well on your way to building you own social empire.
You are one step closer to reaching full successful brand potential!
Tonight – find your creative thinking caps and have them on and ready before you check back with us on our blog tomorrow for our 4th step: Creativity & Realize.
GET YOUR COMMUNICATION ROLLING!
Elise Tauzin
The Russo Group
Posted by Jaci Russo
Continuing with our tips in our previous blog – Content & Relate – the second tip for improving your brand through social media and good public relations is… Conversation & Resolve.
As stated before…
Your brand is NOT your LOGO. Your brand is NOT your PRODUCTS. Your brand is NOT your COMPANY.
Your brand is made up of a person’s emotional response to a company, product, or service.
Through relating your content to your clients/readers, you have established that emotional connection necessary to move the relationship forward.
The next step in maintaining that connection is summed up by the words Conversation and Resolve.
The information you have produced through your social media site of choice, creates the promise of your brand. Keeping up with this information creates a conversation among your readers. The conversation does not stop there. Extending the conversation aspect on your end will result in a positive image for you and your brand.
Ways to “extend the conversation” through the different types of social media include:
Twitter – users can send and receive messages known as “tweets”
Facebook - users can join networks organized by city, workplace, school, and region to connect and interact with other people. Users can also add friends and send them messages, and update their personal profiles to notify friends.
YouTube – users can upload and share videos
Blogs – users can maintain regular entries of commentary, descriptions of events, or other material such as graphics or video.
Simply by commenting on other’s blogs or pages, “liking” a status or video, or responding to a comment made on your page will strike up a conversation that otherwise would not have happened. By doing so, you resolve the open ended questions and relationships of those who were not once a full member of your tribe.
Spark up a conversation and get your followers involved in your cause. Your image will soon flourish into one that is caring and personal – because we really do care about our clients and what they think.
Let this be a start to your “corporate community tribe” that will follow you and respect your brand. Your promise = your brand.
Our next step in our 5 C’s and R’s progress to successful branding through social media using public relations is Communication & Reinvent. Check our blog tomorrow for more information on this wonderful progress and be sure to download the ebook,The 5 C's and R's for Successful Branding, see how you can implement these steps for your own brand.
GET THE CONVERSATION GOING!
Elise Tauzin
The Russo Group
Posted by Jaci Russo
Here at The Russo Group, we absolutely LOVE social media and all of the perks for your business that come along with it. Whether it be a company blog, website, Twitter account, Pinterest account, or Facebook page – there are many ways to promote your business using social media along with great public relations skills.
Perking up your company and it’s brand is easier than you think. In our latest eBook, -TRG Brand eBook The 5 C's and R's for Successful Branding, we talked about 5 simple tips that included 5 “C” words and 5 “R” words that would help you improve your brand image while implementing great public relations tactics.
I keep saying “brand-this” and “branding-that” – but let’s make sure we are on the same page together.
Your brand is NOT your LOGO. Your brand is NOT your PRODUCTS. Your brand is NOT your COMPANY.
Your brand is made up of a person’s emotional response to a company, product, or service.
This week, day by day, we will uncover one set of words per day to focus on.
Remember… Your Image = Your Brand.
Content & Relate
To start off, let’s take your company’s favorite form of social media, and do some research. What is it that you really would like to say? Relating the content in the information you provide for your readers is key, and will have people coming back for more. Make that connection through finding your own “voice” and focus on your subject. It is important to post on a wide variety of topics for various groups and audiences. By doing so, your readers get a feel for who you really are and what your company is all about.
We all like to “belong” and love the feeling of being a part of something – a group, club, organization, etc. Through touching your audience through your words and posts, you are building a relationship with your readers – thus giving people a cause to “belong” to something. This is very important and is an aspect in social media that many people do not take advantage of. Remember - social media is for you to connect and form relationships through conversation, not about selling, advertising, or yelling at the masses.
Once your audience has found that connection and cant relate many of their company’s up’s, down’s, and everything in between with you, a relationship is formed. They receive that feeling of belonging. Having this “feeling” is the key element to your brand… the emotional response.
CONGRATULATIONS: you are on your way to building your own tribe!
To keep this relationship alive, check back tomorrow on our blog for the next step: Conversation & Resolve.
If you haven't already, be sure to download this week's ebook, The 5 C's and R's for Successful Branding, for more information on how you can build and maintain your brand.
By Elise Tauzin
The Russo Group
Posted by Jaci Russo
Tune in to KPEL 96.5 every Monday at 5:15pm for Brand Buzz. Each week we discuss best practices to improve your brand. Click here to download the ebook, The 5 C's & R's for Successful Branding, and follow along with the show. We will be discussing a different tip each day this week.
You may remember last year we talked about The 5 R's of Branding. The focus was on the 5 steps to build your brand. This year, the push is the 5 C's of Branding. The 5 steps to maintain your brand. This week we will look at how the 5 R's and the 5 C's work together.
The following is the table of contents for this week's ebook:
Introduction
Content & Relate
Conversation & Resolve
Communication & Reinvent
Creativity & Realize
Consistency & React
Conclusion
Download the ebook, The 5 C's and R's of Branding, to learn more about how you can build and maintain your brand. Be sure to tune in to Brand Buzz on KPEL 96.5 at 5:15pm today and every Monday to learn more. If you haven't already, subscribe to Razor Branding Blog for your daily branding tip and tale.
Posted by Jaci Russo
In today's issue (January 18, 2012) of The Independent, the article Creative Class - Is Your Business Plan Failing Marketing 101 focuses on the local advertising and marketing agencies and their thoughts on where the advertising industry is heading.
Thank you to The Independent for including The Russo Group and recognizing all of these agencies for what they contribute to the growth of businesses in the community.
It's interesting to read the similarity in agencies that have been around for 30 years compared to the ones that are only a couple of years old. Every agency is finally realizing the importance of online communications and no longer just relying on traditional media to reach consumers.
Check out the article, Creative Class - Is Your Business Plan Failing Marketing 101, and let us know what you think. Any questions you think still need to be asked?
The following are a few ebooks that might help you get started on creating your marketing plan for 2012:
New Rules of PR
Listening with Social Media
Internet for Local Business
Branding to Sell
Email Marketing Kit