These 2018 calendars are great for direct mail marketing or as walk and drop pieces. They provide a great return on investment because they are “sticky” meaning they stick around houses for a while and recipients refer back to them multiple times, therefore getting repeat exposure to your brand, your name and your message. Each design is available in two sizes, 4×9 and 8.5×11.
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We talk about branding a lot here at One Step. I write about it on the blog, Valerie talks about it in her client meetings and customer service is always explaining the concept of branding over the phone. But still, it’s a hard concept to grasp, especially if you aren’t in the marketing industry and don’t think about branding everyday like we do. So whenever possible, I like to share real life examples so you can see, instead of just hear, how important branding is.
Today’s branding example comes from my second home, Kaiser Permanente. My baby boy is five months old and the past year I have spent a SIGNIFICANT amount of time at Kaiser. During all those hours spent in waiting rooms (anyone else have to endure that 3 hour glucose test? Yuck!) I started to notice all the various elements that work together to create the Kaiser brand.
Hear the Brand
Every element of Kaiser’s brand, from the logo to the advertising to the services provided, is developed around its core messaging. A few years ago, that core message was ” Live well. Be well. Thrive.” Now, they’ve shortened it to simply “Thrive.” The word itself shows up in several different interactions such as literature and commercials. But even when the actual word isn’t present, the message is. In everything they do, Kaiser conveys the message that they want their patients to thrive and that they are available to help make that possible.
See the Brand
The visual elements of the brand always convey the message of thriving. As I walked through the halls of the hospital I saw lots of pictures of people smiling, eating healthy, and exercising. In a word, they’re thriving. The rest of the space is generally white, clean and modern so that the attention is always focused on the pictures of the people.
The logo is a huge part of the visual brand and it also conveys the image of thriving.
The logo shows up just about everywhere…on office walls, on the health literature they hand out, on nurses uniforms. With every encounter the patient becomes a little more familiar with it and begins to make connections between that logo and the real life experience they are having with that brand.
Experience the Brand
The biggest misunderstanding people have about brands is that they believe a brand is simply a logo, a color scheme, or a general look that determines how all their marketing pieces will be designed. But a brand is really about reputation. A brand is what people think of or feel when they hear about or come in contact with your company. Most people are familiar with Kaiser Permanente, the logo, the advertisements, the “look.” And yet ask people about their experiences with Kaiser, and you’ll get some radically different responses. It is in those responses that you’ll see the true impact of the brand.
Personally, I’ve had great experiences with Kaiser. The staff is always friendly and knowledgeable. They offered some very helpful parenting classes. My doctors were easily reached via phone or email for questions that were important but didn’t warrant an actual visit. In my experience, thrive isn’t just a slogan that is broadcasted on radio commercials. It’s a mission statement that fuels every action of every staff member.
What do I think of when I hear “Kaiser Permanente”? It’s not the logo or the slogan or the decorations or the buildings. I think of my sweet midwife who regularly reassured me that my weight gain was normal. I think of the nurse who, when I called crying my eyes out and begging for anti nausea meds, very quickly got a prescription from the doctor so I could get the meds that day. I think of that perfect day in August when I got to hold my perfect baby boy after a long labor during which I required a whole team of nurses to get me through.
Three elements: messaging, visual, experience. Having one without the others will create a lopsided experience that won’t fully engage your clientele. Having all three will create a powerful brand that clients repeatedly use and share with others.
*DISCLAIMER- The views of this blog article are the views of the author and not the views of One Step Services or its affiliates. One Step does not endorse Kaiser Permanente nor does One Step officially encourage anyone to use Kaiser’s services. This is simply an article about the impact of corporate branding on one person and is in no way meant to sway one’s decision towards choosing a healthcare provider.
How do you create a business brand? I wish it was as easy as summoning a magic marketing genie and demanding that he create a beautiful brand for you right on the spot. However, the reality is that it takes a little more thought than that. A brand is more than just a look composed of colors, fonts and logos. A business brand is a message consistently and repeatedly delivered to a target audience through visual and textual elements. So before you or your graphic designer come up with the visual aspect of the brand, you must determine your target audience and craft a message that will be conveyed through all of your company’s marketing efforts.
Brand creation can be broken down into three basic steps: determine your demographic, communicate a clear message and create a unique look. Over the next three weeks, I’ll explain how you tackle each step and how One Step Services is here to help.
Step #1 Determine Your Demographic
In normal conversation, we always tailor our messages to our audience. The way we ask our boss for a raise is much different from the way we ask our roommate for the rent money. One involves a carefully prepared presentation, humility and lots of compliments, while the other involves pleading, threatening and short sheeting the bed (my boss is still mad at me for that one.) Despite the fact that most people understand the importance of creating every day messages for a specific audience, many fail to see the importance of that principal in their marketing.
Most people approach marketing like a soapbox preacher. They think they can create one brand and one message that will appeal to EVERYBODY. They expect to make every single person super excited about their product or service. Get this in your head right now: that is impossible. You cannot create a marketing message, campaign or brand that appeals to everyone. You must pick a target audience and tailor your brand to appeal to that audience.
Identifying your target audience is the most important part of brand creation. To help determine and learn about your target audience, find the answers to these questions:
- Where does your target audience live?
- What is their age range?
- What kind of lifestyle do they live? Are they career driven city dwellers who work 50+hours a week or stay-at-home moms?
- What problems do they have that you solve?
- What is your target audience interested in and how can you use that to connect with them?
Once you answer these questions, you can create a brand that is targeted to a specific group of people and will be effective in convincing them to do business with you. If you have questions or need help creating your brand, give us a call at 949-587-5301, email firstname.lastname@example.org or leave a comment below. We aren’t magical genies, but we are very helpful little elves and we would love to help you create a brand that effectively communicates your business goals to your key demographic.
Come back tomorrow to learn about step 2 of building a brand: message creation. See you then!
photo taken from www.FreeDigitalPhotos.net