Ronald Reagan’s 1984 Presidential run for re-election is generally considered the most effective political brand campaign ever because of its simple, optimistic message, “It’s morning again in America”. This phrase was used both as a literal statement and to refer to the improved economic situation in the United States. When a political candidate runs for any government position, there is a need to build a brand, but what if it is the second or third time around? How do you change up your branding campaign year to year without losing its core identity?    

In a year when charitable giving is low and ambitions for fundraising is high, there is a need to increase brand awareness for your campaign. In order to stimulate awareness for your campaign, you need to re-brand each year so past and future guests look forward to attending.  

Whether you are branding for a political campaign or have a marketing initiative that needs a makeover, here are three tips that are sure to amp up your next brand campaign:  

1. Be Consistent

Even though you may feel the need to go for a complete new look, it is important to stay consistent with your logo usage, fonts, graphics and color palette.  

2. Re-Invent

It is time to think out-of-the-box. Stay relevant with your target audience and remember to keep things fresh.  

3. Create a Visual Hierarchy

Keep in mind that most people don’t read marketing material. Create visuals that get the point across FAST!

Tribe Design has been working on the Jim Murphy Campaign since 1995. Each year we are given the opportunity to revitalize his brand identity. We are always consistent in logo usage, color palette and visuals. We take time to re-invent the brand image by researching the target audience and staying relevant. Looking at each of these direct mail pieces, you can see the brand message without taking time to read. If your campaign or marketing initiative needs any additional tips, Tribe Design would love to help!

www.tribedesign.com

With most businesses down in the dumps about today’s economy, how is your businesses hanging on or even attempting to grow? The first thing businesses do when expecting a down turn is cut back on spending. Surprisingly, companies usually start by cutting their marketing budgets. Most businesses cut down on marketing because they are unable to show a positive ROI. Since this economic downturn, have you noticed an increase in competition, therefore driving your price and business value down?  If so, it’s time to step out-of-the-box with your marketing strategy. 

Have you ever been to a free happy hour networking event where everyone, including your competition, is trying to exchange business cards with hopes of selling their product or service from those 10 seconds of business card exchange?  Well this is what selling is like right now is this economy. Have you ever been to a networking event, where you paid to get in, but your competitors didn't spend the money to be there and you closed business? This is what is happening to the companies that are still spending money and not putting their marketing projects on hold.

Think about it from the consumer side. Bad economic times cause consumers to be more selective when making purchasing decisions. This makes it difficult for customers to select and trust a company that shuts down their communication and doesn’t make an effort to stay relevant. Rather than putting projects on hold, forward-thinking businesses invest their money in cost-effective media channels that increase their opportunities and a positive ROI.  

Here’s the truth, in a struggling economy, it is smart for a business to re-energize their marketing efforts and increase market share. There are businesses out there that are embracing this perspective and the results seem to be speaking for themselves.  General Mills’ finished this past fiscal year with revenues up 8%, that is $14.7 billion dollars. According to Business Week, “In its most recent quarter, the company spent 16% more on marketing that it did in ’08.” General Mills’ Chief Marketing Officer Mark Addicks describes the growth this way, “Brands that continue to expand (and) give hope and optimism (during rough patches) historically do well.”

In conclusion, is it worth it to put your project on hold? No, especially if your project involves communication or staying relevant with your customers and potential customers.

Need help re-energizing your marketing efforts? We can help.

www.tribedesign.com 

Correct Answers to our Tagline Quiz in the last post. 1. C, ; 2. A; 3 B; 4. B; 5. A; 6. C; 7. B; 8. A; 9. A; 10. B

Five hundred consumers were asked to see if they could correctly match a slogan with the right brand.
Here are the results:

Do your customers relate your tagline and logo with your company brand? If not, it is time to make a change. Here are five simple steps to take when building a tagline for your business. 

#1 Clear and Simple

1,000 Songs In Your Pocket vs. Imagination at Work

You may not know what company the first tagline is representing, but it is clear and simple what you are getting from the product – 1,000 songs in your pocket.  You don’t know how the product works, but it doesn’t matter. At a glance, you are going to get a lot of music in a small package. This is effective. 

Imagination at Work. This tagline could be representing a theme park or an architectural firm. If your initial reaction to a tagline is fuzzy because you are unable to see how that business can help you or your business, then you do nothing and move on. Your target audience does not have the time or interest to figure out what your company offers.

#2 Mission

Start with writing down your mission statement. Make sure your mission statement clearly defines your purpose.  Pick the focus of your business and stay with it.

#3 Promise

Think of your business promise to your customers. Write down those promises and use words that represent the passion you feel for your company.  After that, ask yourself ‘so what?’ and then write more.  

#4 Benefits

If you didn’t make a list of company benefits under #3 then make that list now. Write down the key differentiators from your competition. 

#5 Brand

This is where your logo comes into play. Picture the colors and or symbols you want to use. What do those colors or symbols mean? Are you using blues to represent loyalty and wisdom? Or are you using reds to show passion, energy and determination? These elements play a key role in your tagline and overall brand image. 

Pick an adjective that encompasses your business image, take the summary of your promise and benefits and tack that to your mission.

If that turns out to be a 10 or more word sentence, keep narrowing it down until you reach 5-7 words. In the end you will have built an effective tagline for your business. 

visit www.tribedesign.com for more help

References:

Survey results posted on business week 

http://www.businessweek.com/bwdaily/dnflash/oct2004/nf20041014_4965_db035.htm#QUIZ 

http://www.copyblogger.com/create-a-tagline/