I want to share 3 techniques with you that I’ve used to create million dollar brands.
While many people think of Coca Cola, McDonalds, or Apple as the worlds most successful and recognized brands, that’s just not the truth. I believe the most powerful brand in the history of our planet is “America”. Also knows as “The United States of America”.
You can go to the middle of a 3rd world country on the other side of the globe and say “America” I doubt a single person would not know what you are talking about.
The point of this episode is not about just a name, but America as “The Brand” known across the world, it has an extremely high rate of familiarity worldwide but stands for “Freedom” “Prosperity” and “Opportunity”.
So how did they do it, with money? Nope! Brainwashing… haha I’m just kidding… well maybe a little. Let me explain why for real, national identity, national community, and common interests are important factors in a winning brand. Let me say that again because it’s very important, national identity, national community, and common interests are important factors in a winning brand.
So how can we apply these to our business create award winning brands and followings? Let’s start with National Identity…
According to Google.com the definition of “national identity” is a sense of a nation as a cohesive whole, as represented by distinctive traditions, culture, and language.
The important keyword being cohesive distinct, and culture.
Creating a winning brand requires consistency across all mediums. Visually you need to use consistent fonts, and colors, such as America’s “Red, White, and Blue” used by millions of companies today. Red representing Valour, White represents Purity, and Blue Perseverance.
So when picking your logo color(s) don’t just choose blue because it’s your favorite color. Find a color that represents the qualities of your business, the industry you are in, and the culture you want to set with your brand. I can’t stress to you enough … color matters!
Like color… symbols, logos, and characters are also very important. The meanings behind the American flag, Uncle Sam, Bald Eagle and Statue of Liberty run deep as visual reminders of what the American brand stands for.
What does your logo convey to your customers? Strength, Creativity, Honesty, or does it say “Bare Minimum”? A logo is about more than just looking cool.
National community is equally an important keyword in developing a great brand, who are your buyers, what are their hobbies, how old are they, are they men… women… kids?
Knowing your dream customer or client is a critical element to developing a brand that will create what is called “Blind Loyalty”. Change your approach from talking about yourself to talking about what matters to your clients. Solve their problems, their pains, and share your beliefs on how they should be fixed.
People don’t buy what you do; they buy “WHY YOU DO IT”. This is why content is so important to a brand, like the Constitution is to America.
There are a thousand companies cleaning carpets, or selling real estate. They are buying you, not your service.
Successful branding is done by connecting with a large group of people and uniting them with one belief, so what is it that you believe in? What problems are in your customers lives that relate to your industry?
If you can find the Common Interest between you and your customers you will create branded “blind loyalty”. As long as you are true to those beliefs, and stay consistent in your all your actions. Whether it be your marketing, advertising, printing, videos, website, or content. Be authentic.
How many “jingles” or “expressions” can you still recall from memory when you were a kid? The Pledge of Allegiance for example is an expression of loyalty. “I don’t wanna grow up, I’m a Toys R US Kid” a memorable jingle that creates reinforcement in the minds of your customers.
Express your interests, beliefs, causes, or what is important to them and you.
So remember… National identity, National community, and Common interests.
Four Myths of Google Advertising
1. AdWords works wonders. If it didn’t, Google wouldn’t have earned 97% of its $74.5 billion 2015 revenues from it.
2. Your competitors can click on your ad as many times as possible and you will be charged endlessly. Google has taken great steps to stop this from happening. There is even automated processes to identify if your account has been victim to click fraud.
Google even has a dedicated team who manually looks at suspicious clicks and they can refund any click fraud. They will even launch an investigation if you feel there has been click fraud with your campaign.
Google wants to hang tight on the 97% of their business, so you better believe they will do all they can to make their advertisers happy.
3. You don’t need to advertise on Google when SEO gets you web traffic for free.
It’s true, if your site is ranked #1 on the organic listings, it is free visibility. But watch out because it takes a ton of time to get to first place and you’re not guaranteed to get there. Your ranking can change overnight or on the next Google update.
We usually recommend a hybrid model of both paid advertising and SEO so that you can double the chances of getting leads on your site.
4. AdWords is too expensive and I will get little return if I invest in it. For most businesses that have their account managed by an AdWords expert, they see a significant return on investment, such as our carpet cleaner who makes up to $2,500 a day scrubbing rugs. The beauty of his campaign is he is no longer driving 3 to 4 hours from job to job, but staying close to home and able to do 2-3 more jobs per day.