Out of the Gate: Don’t Be Mad If I Don’t Like Your Peaches

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Have you ever heard this quote by Dita Von Teese:

“You can be a juicy ripe peach and there’ll still be someone who doesn’t like peaches.”

Yeah, me either, but I loved it. It kind of gives us permission to be ok being the best “we” we can be, and acknowledge that awesome “we” won’t be liked by everyone.

Same rule applies to business.

Your brand will not be for everyone. Everyone will not buy what you are attempting to sell or be. That’s actually really good though, you don’t need everyone on board to get where you want to go.

One of my first areas of strategy when working with a client, is defining exactly how their brand/product/service is unique. Most people believe they are the most qualified, or have a superior product or service. Our work begins when we engage the question: How will you communicate that uniqueness to your established market?

Step 1 – Assess your demographic with real data – tight focus on who you are communicating to.

Step 2 – Flesh out your strategy on language and marketing your brand – be unique.

The truth is, high achievers have the courage to lead and build, but it’s very human to want to be like the rest of the pack out of the gate. Don’t be homogenous: use language, brand imagery, and marketing, that is unique to your skills or business. The competition is fierce and you have a small window to get your strategy down before executing.


I take all clients through this exercise:


                                              YOUR Brand/Business

                                 Conversations ————–>Problem Solving


Conversations is another word for marketing. List conversations taking place within the industry and more importantly, what are they NOT talking about. Be specific to your demographic. Problem solving is what business does, period. List all problems associated with the industry/demographic that your business would be the solution for.


Example for a Tax Filing entity whose demographic is small business:

Conversations: “There’s so many where do I start to look”. “I don’t need someone to help me file.” “I may owe money.” “It’s too expensive.” “Will they know all the business deductions I can take.”

Problems for the demographic: forms/paperwork are confusing, they need refund quickly, they don’t have money if they owe, trust, little or no organization.

When you begin to address how you solve problems for a demographic, you are on your way to successful marketing campaigns that will connect and resonate with your audience and bring revenue or success to your brand.

Simply put, you are not like everyone else, so don’t market that way. Be uniquely you and find a way to communicate that – find the peach eating people!

Use Your Office/Retail Space To Gain Brand Loyal Customers

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Shopping used to be simple. Growing up, It didn’t matter to my parents if you needed a new TV or if you needed to get a coffee; you found a product that you liked, at a reasonable price, with good quality and you purchased it. If your purchase experience was positive, you’d most likely return. However, if a competitor had a similar product for a cheaper price. Nine times out of ten, my parents were going to jump ship and change retailers.
In recent months, I’ve noticed myself returning to the same places over and over again. The same bars, restaurants and stores. I assumed it was for the same subjective reasons as my parents. Being in brand development, I wanted to dissect my mind and think about why that was. I discovered that it wasn’t the price or the convenience. Instead it relied all on the impression of the environment and the quality of product.
Every time I walked into a bar/restaurant with a well thought out environment that was physically and emotionally reflective of their brand image, I found myself understanding the message of that brand. It made an impactful impression from that moment on. Thinking about the environmental branding of your brick and mortar space is the first step to tackling objectives in your potential buyers mind. Business are more successful when EVERY aspect of their business is well thought out. Think of your space like your appearance on a first date. You should shine your shoes, iron your clothes, brush your teeth & do your hair, for starters. It should reflect who you are.
Environmental branding has a direct “first impression” impact on your customers. So what exactly am I talking about when I say “Environmental Design?” I’m talking about the color of your walls, the material and layout of your furniture. The uniform of your staff if that applies. The decorations and art. The lighting fixtures, all the way down to the kelvin temperature of your bulbs, etc.  This shit really does matter.
So if you think your business needs to work on it’s environmental branding, it probably does. Start by finding the pain points in your space and remember, simple is better. It’s about being objective and putting yourself in your clients shoes. Never assume what they’ll care about. Hire a branding expert or look up environmental design inspiration on Pinterest. Get ideas, get creative & get money. And remember- brands drive value.

How Brand Image Affects Your Bottom Line

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Flashback 70 years ago. The “Mad-Men” era when the quality of your product or service was all it took to own a successful business. From coffee to cigarettes, these everyday products have come to define modern marketing. Marketing budgets in corporations have transitioned from television and magazines to digital platforms like Facebook, Instagram and YouTube. Spokespeople have generally disappeared and Influencers have flooded in. Businesses have created compelling content to reach their consumers the way they want to be reached. Companies have stepped up their branding not just because it makes their companies look and feel better but because it makes them money. This shift is due to one thing, Brand Image.


Brand Image is how people feel about your brand. It’s both real and imaginary qualities your brand possess that are experienced through organic and paid strategic campaigns with a consistent theme, and is authenticated through the consumers’ direct experience.


“How does brand image make you money?”
Great brand image results in something called Brand Equity. Simply put, brand equity is how invested people are in your brand. If your brand image and brand equity have a positive correlation, that means consumers have generated a loyalty towards your business. For some companies, that loyalty is so strong that consumers will only purchase their products, completely disregarding the competition. A great example would be Apple and Samsung phone users. These brands “communicate to its customers based on what they care about. They understand that the experience is what matters, not megabytes.”




“Okay, thanks for the education but what’s the application?”
Here’s the application. Be Aware. Keep Adapting. Stay Active. Be aware of the emotion around your brand. Talk to your current and potential customers to learn your brands sentiment. Use that information to shift and adapt your brand to lead more customers to your business. That may mean you need to rebrand your business and its strategy. It could even mean that you may have to reposition your company. Lastly, stay active in the development of your brand image. As times change, so do people and their buying behaviors.


Keep up with trends and invest in good brand development. It will give your brand the competitive lift to soar above the competition and no matter which way you cut it—brands drive value.