#brandchat recap of Feb. 10th chat, THEME: Small Business Branding

Posted: February 12, 2010 in brandchat recap, Twitter
Tags: , , , , , , ,

#brandchat has grown by leaps and bounds as you can tell by the 13 page transcript you’re about to review.  We also now have a HOT TOPIC program.  Any hot topic that just doesn’t get sufficiently covered in the hour o #brandchat or warrants additional conversation, resources to review, blog post or articles will be available in the RECAP  FORUM located at http://yourbrandplan.com/forum/brandchat

We’ve made this addition because the chat is just way too ‘high speed’ for any of us to take the time to look at a great article, book or resource you mentioned in your tweet.  And, rather than lose that richness of the conversation, we want to harness it on the RECAP forum.  Hope you’ll come play with us over there from time to time and give us your 2 cents worth!

Here’s the recap!

Q1: Take a look at this Maslow’s hierarchy of needs as it pertains to personal branding. In a small business, do you agree or disagree? What are your thoughts? (You’ll find this pyramid here: http://johnantonios.files.wordpress.com/2010/02/social-media-heirarchy-of-needs.jpg )

Brad42Fish: Q1 Bit of a stretch. The biggest flaw I see is that it implies that definfing your brand can wait. NOPE. It should be first. #brandchat

shotgunconcepts: #brandchat Maslow’s 3rd level is the need for relationships. Brands are nothing but relationships with users / customers. Simplicity.

denverdogworks: RE Q1: I agree branding should not wait. #brandchat

MrWordsWorth: @Brad42Fish Absolutely. What’s the hymn? Build your house on the rock? The brand is the rock. The foundation! #brandchat Q1 #brandchat

daddymacWI: Branding is between Safety/Security and Loving/Belonging #brandchat

duxdlux: #Q1 Agree that branding has to be considered/developed from the beginning. Integral to any sm profiles, etc #brandchat

MarketingMary: #1 #Brand id should permeate everything in a biz. If I were to put it on Mazlow’s hierarchy, I’d put it on every level #brandchat

JohnAntonios: #brandchat branding is closing the gap between our promise and what we deliver – so it has to fall right between level 3 and level 4

MrWordsWorth: @MarketingMary If it’s the foundation, it will influence every level #brandchat

LoisMarketing: #brandchat Q1 — also agree it must be there from the beginning

DrFernKazlow: Q1 – Branding is foundational. Must b considered from outset.What is the reason 4 your co/product existence? #brandchat

karenswim: Q1: I agree with @Brad42Fish & others definitely pre-existence and entire pyramid, it’s not a one& done task #brandchat

socialtality: Without a defined brand, how do you create focused Goals,Objectives,Strategies? #brandchat #brandchat

pmarckworth: Q1 I think branding permeates all Maslow levels once your basic needs are met. #brandchat

Brad42Fish: Q1 Branding is not a phase. It’s continual. Our brands exist whether or not we’re managing them. Manage it from the start. #brandchat

JoeKikta: Q1: Agree, need to consider from beg., but is defined throughout the entire process. #brandchat

denverdogworks: RE Q1: branding should be considered a “basic need” of any business according to Maslow’s chart #brandchat

merylevans: Strategy first, yes. @JoeKikta: Q1: Agree, need to consider from beg., but is defined throughout the entire process. #brandchat

JohnAntonios: #brandchat – would you distinguish between branding and personal branding in the pyramid?

JoeKikta: Q1: That chart tho is how it happens for most people and companies; or has in the past #brandchat

denverdogworks: RE Q1: What did they say in the bible about loaves and fishes? Same can be applied to branding #brandchat

shotgunconcepts: #brandchat Q1 Even the “lovable loser” brand groups work because of shared interests (ala Maslow 3rd level) Think Chicago Cubs, etc.

duxdlux: @JohnAntonios In small biz there is always an element of personal branding. Fewer staff, closer engagement with owners, etc #brandchat

Brad42Fish: Q1 If you think of your brand as “cumulative result of ever interaction audinece has with/about you,” then brand must come first. #brandchat

correlationist: #brandchat – personal branding is perhaps even more vital for small biz, although all brands need to develop personas

JohnAntonios: i think the desire to exist i in social media comes before we even think where we stand as a brand – not saying it’s right #brandchat

Brad42Fish: Q1 the pyramid more applicable to personal brand than corp brand. Living in modern world, we have first few levels handled. #brandchat

karimacatherine: Q1: I believe that branding evolves so it is an ongoing process. Strategy comes first #brandchat

JohnAntonios: we hop on the SM train to simply exist, then we build up our brand, in an ideal world we should plan first, but it’s the need #brandchat

neilmckenzphoto: Q1: I wonder how many psychologists can agree on the left side of the pyramid? Now we add the brand folks! #brandchat

duxdlux: Level 2 of “structure” seems vital step for small biz where resources/staff limited. Concern for ability to follow thru/sustain #brandchat

denverdogworks: RE Q1; I had been in business for years w/o a brand philos. then I hired @davidsandusky and changed our outlook on our biz #brandchat

CASUDI: @correlationist In small BIZ it is the relationship/person people do biz with ~ so YES to personal branding #brandchat

denverdogworks: RE Q1: before our branding program efforts our brand commitment was the last thing on our mind! #brandchat

JohnAntonios: it would be interesting to see the % of people fail at level 2 or 3 and never move up the pyramid – due to lack of purpose #brandchat

JohnAntonios: #brandchat remember guys, the pyramid is not a strategy, it’s a series of needs, people want to get on that SM train, some with no objective

maltaee: Q1: Personal Branding is an ongoing process so I think its in the right place assuming it passes the branding steps. #brandchat

Q2: How does a company brand affect their vendors, suppliers, referral sources, employee’s brand when there’s negative PR (i.e. Toyota)

denverdogworks: RE Q2: How can the vendors, suppliers, etc refer if they dont know who you are? #brandchat

karenswim: Q2: It depends on how brand responds to negative PR, response can reinforce brand values & consumer confidence or highlight fraud #brandchat

MarketingMary: Q2 If a #brand is strong, it will survive any negative p.r. Look at Tylenol. Will Toyota fare as well? #brandchat

denvan: Ah, Q2 then. The easy answer: depends on the product / brand architecture… #brandchat

denvan: Q2 (cont’d) In a Procter & Gamble model, corp brand doesn’t matter. In the case of Apple, corporate brand value is supreme. #brandchat

shotgunconcepts: #brandchat Q2 — ALL touchpoints with any group (vendors, employees, etc) affect the brand in positive or negative PR environment

merylevans: Some companies brand prod saying cust needs this. Making square peg fit in round hole. Needs to think of cust 1st. #brandchat

neilmckenzphoto: Q2: I think Toyota did a great job of responding. Brand is possibly stronger now. #brandchat

merylevans: @MarketingMary My family recently got a used car. Someone already commented, “Not Toyota?” #brandchat

CASUDI: Q2: Good handling of NEG PR can reinforce brand ~ Tylonol V Toyota #brandchat

duxdlux: Agree response to PR troubles will be different for every brand, company structure and level of customer engagement #brandchat

correlationist: @neilmckenzphoto So far they have done well Q2: I think Toyota did a great job of responding. Brand is possibly stronger now. #brandchat

MarketingMary: Q2 Any business problem will strip away the veneer and show the true brand. Be ready ahead of time. #brandchat

christinet6d: Q2: You should develop your brand as deeply as possible before launch, but you have to be flexible too. #brandchat

CathyWebSavvyPR: Q2: How does a company brand affect their vendors, suppliers, referral sources, employee’s brand when negative PR (i.e. Toyota) #brandchat

maltaee: Q2: Toyota brand will recover soon as Dubai did > How Dubai Builds Brands http://bit.ly/co0sXf (expand) #brandchat

Brad42Fish: Q2: People are more loyal to brand when something goes wrong + it’s fixed than they are to brand where nothing ever goes wrong. #brandchat

correlationist: #brandchat – for handling any neg PR across any category, “owning up”, taking responsibility, being transparent and honest, will help

pmarckworth: Q2 Toyota is dealing with a lack of trust. They were the brand you could rely on, now the one who hid the truth. #brandchat

JohnAntonios: brand attributes should be clearly defined, flexibility in reaching objectives is possible, but you can’t be a brand for everyone #brandchat

shotgunconcepts: Q2 – brands that step up proactively always make it through bad PR incidents (Tylenol, Wendy’s Chili finger, etc) #brandchat

LoisMarketing: #brandchat Q2 Example of neg PR’s destruction — ValuJet after Everglades crash in mid 90s. Brand was not strong enough, could not recover

karimacatherine: Q2: I believe a comp. negative brand tremendously affects a brand at all their contact points ! #brandchat

karimacatherine: Q2: Negative branding affect also a lot Front line employees. #brandchat

TheKimSchneider: Q2 Good to know ur niche before you get started; but if it should change a bit, go w/ flow; if changes a lot, something is wrong #brandchat

Q3: How deep should we go in define our product brand before launching?

denverdogworks: RE Q3: it should be totally defined, research, tested and critiqued before launch #brandchat

socialtality: Q3: Prior to launch, know what customer need your product or service satisfies, and how it satisfies it. #brandchat

duxdlux: Q3 product brand will always evolve, but basic identity and positioning must be established before you even know how to launch. #brandchat

Brad42Fish: Q3: You need to have your desired brand completely nailed down before launching any product/service. #brandchat

MrWordsWorth: Q3: How deep? As the Bee Gees once asked, how deep is your love. Know it inside & out before you go out. #brandchat

DrFernKazlow: Q3 @brandchat U need 2b clear abt prod/serv/brand b4launching, but don’t want defining 2 become excuse 4 not acting! #brandchat

denvan: Q3 I always say the brand should be the spine of your product, not the sticker you paste on at the end. #brandchat

neilmckenzphoto: Q3: Need to define the brand before launching then again you won’t know what the brand is untl it is launched #brandchat

Brad42Fish: Q3: Or as @denvan puts it, maybe you should completely define your desired brand before developing the product/service. #brandchat

CASUDI: Q3 Deep as U have time & $ for ~however keep in mind it will evolve/change so needs to have the flex ingredient in initial design #brandchat

daddymacWI: Q3: Need to know brand before launch. Get it right the first time #brandchat

pmarckworth: RT @Brad42Fish: I agree Q3: You need to have your desired brand completely nailed down before launching any product/service. #brandchat

daddymacWI: Q3: Don’t get too stuck on defining brand at point in time, a brand needs to be constantly evolving #brandchat

DrFernKazlow: Q3 Strategy b4 launch essential, but don’t make defining/strategizing excuse for not taking action! #brandchat

LoisMarketing: Q3 #brandchat Begin with strong core brand … treat like core values .. realize brand will be refined and developed over time

denverdogworks: RE Q3: I think this question plays at the core of the Toyota problem. I think they didnt test enough b-4 launch #brandchat

denverdogworks: RE Q3: Ford brand recovered after Pinto fiasco and it even leaked to pay ppl off rather than fix the prob. #brandchat

maltaee: @christinet6d: Q3: U should develop your brand as deeply as possible before launch. #brandchat < How do you build it DEEPLY without people?

neilmckenzphoto: Q3: Need to define the brand before launching then again you won’t know what the brand is untl it is launched #brandchat

sCastilla: Q2: be honest and get the word out quick #brandchat

christinet6d: Q3: Important that brand remains flexible after launch. The deeper you dive, the more you know about where your brand can go. #brandchat

CathyWebSavvyPR: Q3 The deeper you go into branding & integrated marketing strategizing – the stronger the launch. include audience testing #brandchat

merylevans: Here’s another example. Peanut butter. Anyone quit Peter Pan? We switched, but went back after problems passed. #brandchat

denverdogworks: re Q3: Research, Research and more Research before launch #brandchat

correlationist: #brandchat Q3: a. define objectives b. define target c. test water with target subset d. modify/realign e. LAUNCH

MarketingMary: Q3 Go deep in defining brand before launch (consumer research, brand strategy) but evolve with the consumer. #brandchat

denvan: Ah Q3. The brand manager should define whole brand experience from conception to grave. Thta’s how deep it should go. #brandchat

DavidSandusky: Q3 all the way to the core #brandchat

pmarckworth: Q3 You must know who you are & be able to say it clearly before you can take any other steps. #brandchat

Brandingguru: Q2 – Toyota #Brand will survive with attempt to fix problems and facing them head on. If you have a #Toyota, you’ll love again #brandchat

CASUDI: @CathyWebSavvyPR Q3 ~ YES dont forget the connection between the branding & marketing strategy #brandchat

CathyWebSavvyPR: Q3 on the other hand – if you go so far into branding, you could end up with a brand yo love – that no one else loves/wants #brandchat

karenswim: I have to admit after a lot of time has passed I sometimes forget why I was “boycotting” a brand #brandchat

denvan: Q3 Properly defined, the launch is just another day at the office for a holistic brand. #brandchat

MrWordsWorth: @pmarckworth Absolutely. Know who you are and what you are about before you go out, then adapt as you interact. #brandchat

merylevans: Q3 How do you know when to stop? Very easy to keep going with research & strategy as no right/wrong/perfect answer. #brandchat

CathyWebSavvyPR: Q3 Launchinga brand requires balance – branding & marketing strategy go hand in hand B4 prod launch. idea, audience, need #brandchat

andrewmueller: Q3 define values, Corp ID, code of conduct, core messaging, desired perception by each public #brandchat

karenswim: Q3: Research your intended market, test with them, as @CathyWebSavvyPR pointed out don’t create brand u love, customers hate #brandchat

denverdogworks: RE Q3: Good example is Boston Market/Chicken. They launched too fast and too big before gaining hold in market share #brandchat

DavidSandusky: Q3 my favorite book on product launch is “Four Steps to the Epiphany”-Blank, it is about the customer #brandchat

CathyWebSavvyPR: Q3 Pord branding prlauch steps (skimming surface) 1)prod. idea, 2)ID need, 3)ID audience, 4)craft brand 2 match 2 & 3 #brandchat

DavidSandusky: Q3 core = values, compentency, strength GO DEEP #brandchat

JohnAntonios: testing is critical, but you can waste time. know your brand thoroughly and launch, knowing it will allow you to be proactive #brandchat

shotgunconcepts: Q3 — Brand should be embedded in the essential DNA / core of any product prior to launch #brandchat

correlationist: I say it is imperative! JoeKikta @MarketingMary Evolve with the consumer. Understand the market and don’t be afraid to change #brandchat

DrFernKazlow: @JohnAntonios Same issue of balance – testing can be avoidance of action #brandchat

merylevans: Q3 Could the depth depend on the product. For instance, cars have a serious safety issue. Needs more prep than a food item. #brandchat

maltaee: Q3: The whole point is to find ur unique niche/service, not how deep, u can launch 1000 products/day but will all fail soon. #brandchat

shotgunconcepts: Q3 — there should be a brand rep on any R&D / product development team #brandchat

denvan: Q3 Before launch, a brand is a hypothesis; at launch it’s a theory; after, if you’ve been smart, it’s a solid fact. #brandchat

denverdogworks: RE Q3: The media is designed to incorporate brand switching #brandchat

karimacatherine: Q3: Research and for this, SM is great. can even help you refine product! #brandchat

andrewmueller: Q3 to find ur “brand” you must test perceptions of customers, not by asking, but by analyzing the actions they take #brandchat

neilmckenzphoto: Q3: @JohnAntonios Your brand is initially defined by you but in the end your audience makes their own definition. #brandchat

JohnAntonios: @neilmckenzphoto this might translate into your forcing your brand, it should be a creation from a need of the client, not ours. #brandchat

Q4: What you do when your business didn’t get any attention after one year? Is it time to evolve brand? What type of check-up do you use to diagnose need(s)?

andrewmueller: .@brandchat Q4 the brand never stops evolving, if you view it as static you will fail! #brandchat

neilmckenzphoto: Q4: What do they say – “Evolve or become extinct”? #brandchat

Brad42Fish: Q4 Your brand’s job isn’t to get attention; its job is to be authentic + connect. Getting attention is job of your marketing. #brandchat

MrWordsWorth: Q4: you do the sales research, you do the focus groups, you look at why you’re not connecting, you evolve. #brandchat

LoisMarketing: Just spotted this post — thought I’d share with the #brandchat crowd! http://bit.ly/bQmYy1 (expand)

karenswim: Q4: If it’s been a year & your biz has not rcd attention, you’re not in business! #brandchat

MarketingMary: Q4 If you waited a year to find out your brand didn’t get attention, you waited WAY too long #brandchat

CASUDI: Q4 ~ diagnosis first ~ then evolve/change brand and or marketing ~ or other ~ many brand changes can be a problem in itself #brandchat

neilmckenzphoto: Q4: Metrics – feedback from customers, influencers, media and of course – sales growth. #brandchat

merylevans: Q4 If you don’t evolve brand, it will die. That’s product life cycle. Brands live on due to RIGHT evolving not “sake of”. #brandchat

LoisMarketing: #brandchat Q4 One year likely WAY too long .. be ready to refine from the beginning. Ex: fast food chains quickly pulling menu items

GetResults: Q4 – brand launches as your idea, then market takes over & creates a new reality, Marketers must adapt or perish #brandchat

JohnAntonios: Q4: #brandchat understand why, study the options, and weigh the best alternative!

Brad42Fish: Q4 Your brand must be fluid, but it must always be true. #brandchat

correlationist: #brandchat – in this era of real time location intelligent discourses, you’d better be listening in real time, and acting in real time.

susanguarneri: Maybe nothing wrong with the brand but instead u chose the wrong target audience who does not value your brand? #brandchat

DavidSandusky: Q4 most successful brand did not get attention in year one – google, The Simpsons #brandchat

shotgunconcepts: Q4 branding is a slowcooker, not a microwave Takes years of customer experiences for results Changes too often, too quickly hurts #brandchat

wvpmc: Q4 if haven’t rcvd attention in a year without changing up tactics you prob don’t have interim benchmarks built into measurement #brandchat

andrewmueller: It is your brands job to give your publics a clear “gut feeling” about your product, service, or co. 1of2 #brandchat

andrewmueller: 2of2 this is done by living by values and demonstrating them at every touchpoint #brandchat

CathyWebSavvyPR: Q4 after 1 yr, brand gets no attn – ID where problem stems from: is it the product, branding, marketing, market forces or combo #brandchat

Brad42Fish: Q4: Always be willing to tweak your brand message. #brandchat

pmarckworth: Q4 plan, implement, evaluate (listen), adjust – over and over – will keep you from getting a year in & then being surprised #brandchat

denvan: Q4: And actually, uin my definition, a brand w/o attention is like art w/o an audience: a contradiction in terms. #brandchat

CASUDI: Q4 ~ the listening ingredient can give one a good take on brand, especially today w fast comm like SM #brandchat @correlationist

Brad42Fish: Q4: If no traction after a year, something other than brand might be problem: target, product, advertising, etc. #brandchat

DrFernKazlow: Q4 Have look at where the issue is-prod/service, target audience, marketing message or strategy, price point, lack of alignment #brandchat

MarketingMary: Q4 What is brand “attention?” Sales? P.R.? Core customers? Depends on metric if you consider brand successful. #brandchat

Brandingguru: Q4 The power to evolve the #brand is saving grace of smaller, more nimble ventures – or big ones who move like they are small! #brandchat

EricBuchegger: Q4 Reassess your marcom strategy, and determine if using right channels/mix. #brandchat

GetResults: @CathyWebSavvyPR Q4 – you can’t wait a year, you should be adapting (what you learn from sls) daily – it’s ongoing! #brandchat

Brad42Fish: Q4: Nothing kills a bad prodcut quicker than good marketing. (random but related quote I’ve always liked) #brandchat

shotgunconcepts: Agreed. Tweaks are the answer. Not massive shifts. RT @Brad42Fish: Q4: Always be willing to tweak your brand message. #brandchat

SJAbbott: Q4 Be realistic about time + attention. Make sure the model for your business works, and the brand supports it’s success. #brandchat

CathyWebSavvyPR: Q4 – Often it can take a year oso for a Brand to get traction – if it has been builing steadily, but slowly, tweak it, #brandchat

CathyWebSavvyPR: Q4 – Often it can take a year oso for a Brand to get traction – if it has been builing steadily, but slowly, tweak it, #brandchat

karenswim: Q4 I think key difference in building slowly and no attention, slow build is fine, no attn is problem #brandchat

GetResults: Q4 As @CASUDI points out – 2 many self-initiated changes can hurt brand ID, once launched, its all about responding to markets #brandchat

andrewmueller: Q4 sentiment analysis for each public, as well as financial info such as FRY, test raising prices and how it affects FRY #brandchat

andrewmueller: Q4 customer service activity, ask 1Q at end of each call “what three words best describe your experience today?” #brandchat

Pitch, Plugs, C2A

brandchat: PITCH: Hot TOPICS will continue here in 10 mins: http://www.yourbrandplan.com/forum/brandchat/ #brandchat

neilmckenzphoto: Thanks everyone. Thoughts on this? http://bit.ly/9mVwP4 (expand) #brandchat

denvan: Call to action: need thoughts on latest post: is PETA cruel to supermodels? My modest letter here: http://bit.ly/bOrjiI (expand). #brandchat

maltaee: Pitch: Nothing to sell you, I created Facebook fan page for branding staff > http://bit.ly/4dMpPc (expand) < JOIN 😀 #brandchat

Brad42Fish: 42Fish is a creative solutions firm that helps clients create their desired reaction via branding, mktg, advrtisng + design. #brandchat

CathyWebSavvyPR: Related topic tonight on #SmallBizChat – How to create a product-based business w/ @sandyabrams 8-9p ET #brandchat

GetResults: PITCH – Want help finding/initiating creative solutions to grow your biz/brand. Call 2 Action – Free Initial Consult #brandchat

DavidSandusky: new to #brandchat and added value today? you will be added to the list http://twitter.com/DavidSandusky/brandchat

CASUDI: MY new branding piece ~ http://bit.ly/9GmHUV (expand) I ‘d really like your opinion? #brandchat

DavidSandusky: #brandchat – Q1 was our HOT TOPIC: You can share ur 2 cents + resources here: http://budurl.com/unxl http://bit.ly/9zRFaA (expand)

CASUDI: PITCH ~ About me ~ http://bit.ly/9GmHUV (expand) ~(apologies to those who got this on #brandchat :-)) #smallbizchat

karimacatherine: Nestlé Crunch are buzzing with YouTube, Facebook, and Olympic Stars http://ow.ly/16kF5 {brand alert for @thebrandbuilder :)} #brandchat

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