It’s official…Mugsy’s on the Move again! Next week, we’ll be speaking at the NoBe Mixer in Miami Beach at Roni’s By The Ocean!
Emily and I will be talking about how to brand your company so it properly reflects what you do and your company personality. If you know anything about us, we’ll be adding our own Mugsy flair to the seminar…per usual!
It’s free to attend so be sure to register today! Email Mixer@FloridaBusinessWorkshops.com or go to the Florida Business Workshops website to register.
We’ll see you there!
When I first started Mugsy, I wanted it to be a representation of who I was and what I loved. That was how we ended up with a PR firm that is professional with a cheeky edge and a bit of a vintage feel (with a healthy dose of pink of course).
When we work with startups we tell them the same thing – try to infuse your business branding with a bit of YOU. Obviously keep it relevant to your company, but just a hint of your own style of personality can go a long way in making you truly FEEL the brand. And isn’t that the point of branding? To make people feel something when they think of you and your company. Below are three examples of people and companies that have done a great job at personalizing their branding and it has gone a long way for them. How have you let your true self shine through for your brand?
P. Diddy / Ciroc
Richard Branson / Virgin
Apple / Mac
I love our Mugsy brand, but I also know that one day we may have to refresh it and re-brand. That is a scary thought – whether you are a small boutique agency like ours, or an International corporation. If done correctly, you can open your brand to new eyes and reinvigorate your company, while keeping your current fan base happy. Haters gonna hate, and if done incorrectly, a re-branding can alienate your audience, turn new fans away, and watch your ROI go down the drain. There is no one way to do it right, but there are ways to make sure things go as smoothly as possible. Here are our top four “rules”
1. Do your research. Ask Your Audience.
People need to have confidence in a brand in order to be loyal to it. Sometimes, your customer’s confidence comes from a renewed sense of customer service and strong product offerings (as seen in a historic turnaround by an almost bankrupt Apple in the 1970’s to now) and sometimes from something as simple as the product packaging or marketing figurehead. Tropicana Orange Juice changed it’s carton design in 2009 and was met with such backlash they changed it back two weeks later, losing profits in the process. Social media makes crowd sourcing and market research easier than ever – do your research.
2. Keep an eye on the trends...Wisely.
Arby’s made social history when they tweeted about Pharrell’s Grammy’s hat. A brilliant move on their part, and the start of their re-branding. Their new commercials have picked up the trend of quirky humor with phenomenal results – an increase of sales! Unfortunately for KFC, their foray into the world of quirky hasn’t worked out and their ads featuring a real life Colonel Sanders (played by SNL’s Darrell Hammond) have not brought the conversions they hoped. See #1.
3. Be YOU (a.k.a. Don’t be someone you’re not).
I am going to guess you have heard of Lunchables. You may have even eaten them as a kid. But would you turn to the packaged lunch to power up before your workout as an adult? Lunchables P3 was a glorious failure when they tried to re-brand as your “Power Protein Pack”. On the flip side – UPS re-branded brilliantly with their “What can brown do for you” campaign, focusing in social media, marketing and advertising on how UPS helps ALL people (the CEO, the parent, the student, etc), and showing that by knowing who you are and showing people how you can help – profits can go up over 50%!
4. Don’t let the media define your brand for you.
A good rule in general – no one should define you, except for YOU. Unfortunately brands often get caught in trends created FOR them. Burberry went through a period of time in the early 2000’s when gang members were associated with their infamous plaid design and next thing you know, the designer label was being banned in multiple locations for gang association. Burberry brought on well known, sophisticated celebrities like Emma Watson and Kate Moss to change the face of the brand and has been wildly successful. Pabst Blue Ribbon did the same. Known in the U.S. as a cheap, frat beer, Pabst Blue Ribbon re-branded in China (known for their love of high end beer) as Blue Ribbon 1844 and runs $44 a bottle. Quite a difference!
There are a lot of branding success and failure stories. Do you have a fave? Have you ever re-branded a company? Comment below with your best tip!
What isn’t working for you? Are you too salesy, verbose or irrelevant on social media? Do you even know? No matter your brand or your client you have to make sure your social media content is…well…engaging. And that’s the key word….engaging.
Promotional posts on social media are important for sales, but too many “salesy” posts will just drive your audience away. Keep your promotional posts minimal or mix them up even! Instead of talking about your current special or email list, concentrate on changing it up. Have you updated your website, do you have a live camera on your property, have you recently gotten a rave review? Share that good news while providing a link back to your site.
Content is key…and that means all kinds of content. Original content is very important, but so is sharing third-party content. Search for what’s trending (and also relevant) to your brand. I always say that sharing is caring and it really does help your social media strategy. If you share something from another brand, company, news site they will take notice. Sharing their content means you’ll have a higher probability of sharing your content…with their followers!
Don’t ever change who you are. It’s no secret that fads come and go, but you should be timeless! Social media trends are ever-changing, but that doesn’t mean you have to change your brand image. Content may be key, but consistency is necessary. Give your brand a personality that makes logical sense and stick with it.
You will learn as you go. Testing, tracking and measurement will definitely help you with keeping relevant content, consistent messaging and a solid brand image.
If all else fails, you must ask yourself this question: What do I like to see on social media?
How many event invites do you get per month, week or even daily?! Which of those many invitations actually catch your attention?
At Mugsy PR, we have a lot of experience promoting events through social media and PR and know how to make an event stand out from the others.
See our tips for how you can BYOB (Bring Your Own Branding) when it comes to throwing a must-attend event!