Which brand archetype are you? A hero, a care giver, an everyman, an adventurer or perhaps an outlaw? And how can knowing your brand archetype help you? Well, if you can work out which brand archetype your business embodies, you’re on the path to better communication and connection with your customers. Plus you could save yourself a lot of money! Because branding agencies charge a small fortune to work out which brand archetypes your target audience are most likely to respond to.
All successful brands have a strong sense of identity that’s in tune with the hopes and aspirations of their customers. Finding your brand identity – especially as a small business – can be difficult. Knowing your brand archetype helps to shortcut the process.
Image means personality. Products, like people, have personalities, and they can make or break them in the market place. ~ David Ogilvy
One of the best pieces of advice I was given as a CEO was to beware of the Law of Unintended Consequences. The Law of Unintended Consequences states that, no matter how well thought through a plan, unforeseen events will always happen, with implications that could come back and bite you in the proverbial. So when Donald Trump launched his candidacy for president of the United States, I wondered what impact the election process would have on the Trump brand.
This question has clearly been preying on the mind of Shark Tank investor and tech entrepreneur Mark Cuban. Immediately after the publication of the ‘Trump Tapes,’ Cuban tweeted “Every single @realdonaldtrump hotel and golf course is toast. Done. Over. Bernie Madoff now has a better brand.”
PR is one of my favourite marketing strategies. That’s why I asked PR expert, Charlotte Nichols and her team to write this guest article on when PR is right for your small business. Charlotte is the MD of Hugo & Harvey, a PR agency with offices in London and the North of England. You can find out more about Hugo & Harvey’s work here
PR is about reputation. Brand image. Corporate identity. Whatever name you give to your public relations activities, their ultimate aim is to create understanding between your business and everyone it touches. PR manages and reinforces positive perceptions about your organisation among your stakeholders, whether it’s your customers, business partners, employees or the press. It builds trust between your brand and its communities, and in times like these of change and uncertainty, that trust is a powerful force in retaining the special relationship you have with your stakeholders.
So you see, the right time to get PR involved in your business is yesterday, tomorrow and right now. What follows are just five of the benefits that public relations can bring to your business.
When my former client Paul Sullivan called me to say he was auditioning for The Apprentice, I was taken aback. He’d been working really hard to transition his business, Modedaweb, from website design to a digital marketing agency, focusing on the growing Fintech industry in London and abroad. Initially I couldn’t understand why Paul would want to take the best part of 3 months away from his business, to go on a TV reality show where he’d have limited control over how he is portrayed in the media.
You only have to look at two recent articles to understand exactly what I mean – The 16 Daftest Apprentice Candidates Of All Time and Watching The Hapless Candidates On The Apprentice Is A Sadistic Joy. And these are just two recent headlines from The Telegraph, a respected broadsheet newspaper here in the UK.
But as Paul explained his rationale to me, I could see why he was prepared to take the gamble that appearing on The Apprentice might be the vehicle that will enable him to catapult his business to the next level. Here are four reasons why.
Today is International Day Of The Girl. Worldwide, more than 62 million girls are unable to get an education which is why CNN’s new film on global girl’s education, We Will Rise, broadcast for the first time today, is so important. Education is personal. for me. Nobody in my family had ever been to university. But thanks to an excellent education at an all girls’ school, doors were opened to me that enabled me to gain the confidence to pursue my ambitions and have a voice in the world. I want every girl (and boy) to have the same opportunities as me, which is why supporting global girls’ education is such a priority for me. And why I am an Ambassador for Half The Sky.
I first heard about the book Half The Sky shortly after taking a trip to India. Over Christmas and New Year 2013/14, I spent the most amazing three weeks travelling in rural Rajasthan. This trip was intended to mark a major transition point in my life as well as to provide some much needed time for reflection about how I would ensure that mine is a life well-lived. I don’t think it’s possible to visit India and not be changed. India itself was alternately inspiring, frustrating, thrilling and confounding. The depth of poverty was shocking, and I was stunned to learn that girls in the villages I visited were engaged to be married by the age of 10 and their education effectively ended then.
September is one of my absolute favourite months as we usually get warm, sunny days here in London, perfect for exploring new farmers’ markets like the one that’s opened in Hampstead Village. I love cooking with the glut of late summer fruit and vegetables we get – pumpkin, courgettes, apples, blackberries and damsons. And it’s the perfect time to make sloe gin, a favourite Christmas tipple.
We finally had a heatwave so I took myself off to the Sussex coast, and worked there for a few days. Mornings in my favourite café, The Perch On Lancing Beach. Their Eton Mess cake is to die for! And afternoons on the beach reading a book. I’d love to tell you that these were business books, but I’ve just discovered the Stella Rimington spy novels which are a gripping read. Sometimes you just have to make self-care a priority, the topic of a recent guest article by my friend and self-care expert Mel Noakes.
This is a guest post by my friend and self-care coach, Mel Noakes. The former Head of Experiential Marketing for Sony Digital, Mel specialises in helping women to balance professional success with personal health and happiness. Find out more about Mel here
. You can follow Mel on Facebook
Life as an entrepreneur is busy, noisy and can be exhausting too. There are so many things vying for your attention, new skills to learn, marketing to do, clients to serve, emails to respond to and sometimes you can inadvertently forget how important your own well-being is.
And here’s the thing, It’s so easily done because the external noise is so loud, so pressing. It demands your attention. You think that growing the business is your number 1 most important priority and so you sideline yourself, sacrifice your own self-care, to focus on the important business of running a business.
As an entrepreneur running your business is your number 1 priority right? Wrong!
In my former role as a CEO, I routinely worked 12-14 hour days, traveled 2.5 hours each day to get to work, and dealt with highly stressful situations. I had little time for self-care, and even when I was on holiday, I would usually spend 2-3 hours working in the morning. I was no wonder that I hit the wall on several occasions, and came close to burnout.
Wanting to have control of my schedule was one of my reasons for setting up my own business. Because that feeling of constant fatigue associated with burnout was powerful and all-consuming. Luckily, I caught myself before it became serious. But I still remember how I felt. Everything pissed me off – travel, queuing, email and interruptions. My mind was no longer my own. It was whirling with ideas, worries and problems that prevented me from switching off and relaxing in the evenings and weekends. And forget sleep! I couldn’t always shut my brain off at night, meaning that my body was denied the sleep that it so desperately needed. And because I was sleep deprived, I woke up grumpy in the morning!
Does this sound familiar?
September is one of my favourite months. Not just because we often have an ‘Indian Summer’ here in the UK with warm, bright, sunshine filled days. Nor because I love the autumn produce you find in the farmers’ markets; damsons, blackberries, figs, pumpkin and squash. September is when my favourite magazine, Red, hosts its annual ‘This Is A Smart Women’ week. And this means I get the opportunity to meet the founders of some of our most iconic British brands, and put my questions to them about how they went from kitchen table to global business. On Wednesday, I put my glad rags on and went to One Belgravia for lunch with Chrissie Rucker, founder of The White Company.
Here in the UK, The White Company represents simple, affordable luxury, and is synonymous with fluffy white towels and Egyptian cotton. But its genius resides in the idea that peace and tranquility in our noisy world can be found in the simple pleasure of a Seychelles scented candle, with its notes of fresh bergamot, bright orange and tropical coconut – and the crispness of a freshly laundered, high thread Egyptian cotton sheet. The White Company is without doubt one of my favourite brands! Here’s why.
This week I’m attending several events hosted by Red magazine as part of its ‘Smart Women Week.’ It’s an opportunity to meet some of the UK’s top female entrepreneurs – including Jo Malone and Chrissie Rucker – and gain inspiration from their stories. Plus I get to put my glad rags on!
The most popular article on my blog, 6 Business Lessons From PANDORA, was inspired by a talk at last year’s ‘Smart Women Week’ given by two executives from the company’s UK marketing team. In this article, I explored how a tiny jewellery shop, in the back streets of Copenhagen, was transformed into an iconic global brand over a 35 year period. Later this week, I’m going to be writing about how Chrissie Rucker started The White Company from her kitchen table with just a simple mail order catalogue. And went on to create a much loved brand with 50 stores and an e-commerce site here in the UK, and a second e-commerce site for the US market.