Blog : Brand Positioning

Brand with a Purpose – theCream

Brand with a Purpose – theCream

Ladies and Gentlemen, we have found a Meaningful Skincare Brand with a Purpose!

In a world full of beauty and the next best thing, we are constantly bombarded with products promising to elevate your life. Unfortunately, the majority of these products are false hopes- filled with unnatural preservatives, short lasting effects, and watered down active ingredients. Fortunately, there is hope and I’m spreading the wonderful news!

theCream

 theCream

I recently was introduced to theCream-a moisturizer that is 100% natural and made with Colostrum. For those of you who might not know what Colostrum is, it is a protein filled form of milk produced in mammals to be given to their babies right after birth. When used as a moisturizer, it aids the growth of cells and the reproduction of skin cells. theCream gets its Colostrum from natural grass fed cows in New Zealand, a place known for its knowledge in dairy sciences. If mammals produce this to give life to their babies, it will give life to our skin.

thecream-natural-skincare

My meaningful experience with theCream:

After one application of theCream, my skin felt remarkable. I have naturally dry skin, with excess oil in my t-zone. I didn’t have that problem when I used theCream. I felt refreshed and moist. My skin wasn’t tight nor oily. The effects lasted the whole day and I was able to wear my normal makeup over it. After only three days of use, my skin felt new! I didn’t have dry, flakey skin and I didn’t need as much powder throughout the day. It really felt like layers of bad skin had been removed and replaced with soft, moist, and fresh looking skin. It’s great to see a product like this available for everyone. theCream is a genuine product that isn’t watered down and doesn’t have any ingredients you can’t pronounce.

[inlinetweet prefix=”theCream is a brand with a purpose.” tweeter=”@stancebranding” suffix=”#brandwithapurpose”]theCream is a brand with a purpose.[/inlinetweet]

They want what’s best for not only their customers, but for the world. They don’t want us to put unnatural and harmful ingredients on our skin. theCream  moisturizes our skin even better than all of the other moisturizers and will do it without harming our bodies. It gives me hope to see a brand in a world of false promises actually prove to be beneficial to our health.   Check out their video below. It’s definitely an eye opener.

 

 

Please share some brands you have also found to have a meaningful purpose. It’s always nice to elevate the lives of those around us.

McDonald’s Brand Persona: Case Study

McDonald’s Brand Persona: Case Study

Created in France around 2009, McDonald’s claims the anthropomorphized box “brings fun and excitement to kids’ meals, while also serving as a persona for balanced and wholesome eating. ” Despite the purportedly noble aspirations of promoting healthier eating among children, Happy is entering the country bruised and beleaguered.

 

brand-persona1

 

When U.S. McDonald’s shared a preview of the character on Twitter, you might imagine, the people of the United States said more than hello to Happy. Just reading the first handful of responses on Twitter:

“That! Is Scary!”, “Oh, this was a mistake, McDonald’s”; “Why is he in pain?”,  “Do you eat it? Or does it eat you?” ; “A McStake”;  “This looks so scary”; ”

 

brand-persona-twitter brand-persona-twitter2

A recent poll by Mashable shows a vast majority of viewers think the mascot is terrifying

brand-persona-poll

 

 

 

 

Kids react to new mascot (NY magazine)

 

In lieu of these events and PR, A spokeswoman for McDonald’s  responded in a statement with dry confidence: “Not all comments reflect the broader view.” Accurately translated, haters gonna hate.

 

Perception vs Reality in Brand Development

While we appreciate the effort, there is one detail McDonald’s Happy Meal marketing strategists just aren’t getting when it comes down to changing their brand. The reason big brands become big brands is because of an early well-established mission for the company, which in this case was to provide fast greasy meals for people on the go. When it comes to branding, perception always wins over reality. So, even though McDonald’s reality is they are trying hard to make healthier, more up-scale food, the direct opposite perception about the brand is ingrained in the mind of the consumers. The brand has practically become synonymous with unhealthy food, and changing that fact in peoples mind is going to take a lot more than a happy meal mascot.

 

brand-persona-reality

From a broader approach, the standard bystander will see happy’s treatment and view on social media as a complete failure and horrible brand persona. Now while it’s true Happy’s career as an “ambassador” to kids and healthy eating is practically over. His role as a viral campaign however, is booming. Ever since the twitter release everyone seems to be partaking in the so called “roast” and this isn’t necessarily a bad thing. Generating loads of traffic and sparking numerous discussions and memes, is a great campaign focus in today’s digital age. Recently, online marketplace DesignCrowd challenged its graphic design community to a Photoshop contest that would drop the much-maligned mascot into horror movie posters. Creating a whole community that spreads the word and creates viral images.

 

With all this exposure and popularity online who knows, maybe adults will order happy meals just to see this so called “terrifying” mascot

 

Read More on:

How to Successfully Build a Brand Persona

 

The Importance of Brand Positioning

The Importance of Brand Positioning

Some of the best brands go out of their way to own a word or phrase as well as a related space in consumers’ minds, which becomes each brand’s position in the marketplace. In simple terms, a successful brand positioning strategy allows a brand image and identity to quickly and effectivly give meaning for consumers and differentiate it from competitor brands.

Consumers build brands, not companies.

In the end it’s consumers who experience a brand, develop expectations for it, and believe the brand promise. Because of this we believe, your brand’s position must not only be believable and unique but also meaningful. Consumers in this day and age, are gravitating more towards brands that offer meaningful differentiation because they want to be part of something bigger than themselves.

 

BRAND FOCUS

Brand positioning is also important in focusing a brand. A focused brand is a powerful brand. A brand position needs to be highly focused for best results. Vans for example, is a brand that focuses on appealing to a certain demographic. That being Skaters, identifying their brand shoe with the cool lifestyle of someone who skates. Their efforts have been drawing traffic to customers who don’t even skate but want to be apart of something.

vans-off-the-wall

The traditional consumer is bombarded with messages every day, making it harder for consumers to keep track of everything. There is no time to sort through weak messages and find one’s way out of a jumble of confusing messages. Focus is key to brand success.

 

HOW BRAND POSITIONING IMPACTS RESULTS 

Exhibit 1

 

Brand Positioning at STANCE

At STANCE, we’ve chosen to focus on Brand Positioning. We could have easily tried to be another cookie cutter “full-service” branding agency. However, we made a conscious decision not to. By doing so, it allows us to focus our efforts and therefore be able to be really great at one thing. Providing value to our customers through strong brand positioning.

What is A Brand?

What is A Brand?

 

You either stand for something, or brand for nothing.

It’s true strong brands stand for something. Brands that commit to a meaningful STANCE —and those who experience them—win. But what is a brand? Is it a clean logo design? A stylish and functional website? Quite a bit of confusion, right? I think the word “brand” is one of those words that is widely used but unevenly understood.

Dictionary’s definition of the term brand

The first dictionary definition of the word “Brand” is, “A type of product manufactured by a particular company under a particular name.” Used in this sense the term Brand could very well be replaced by the term product or trademark. Here at STANCE we feel a brand is about much more than simply the product or service the company is offering.

A brand is really the relationship between the consumer and the company. It’s important to add that sense of humanity into a business if you want to create a good and lasting relationship with your customers. A brand needs to have life to it. A brand must also be purpose driven; having a purpose is a key factor in building a strong and meaningful brand.It helps show your customers what you do and why you’re doing it, and this leads to a much deeper connection.

On a base level you could say it’s about community, tradition, and values. Now were not saying it’s easy getting these ideals across to the public or consumer. It’s a purposeful task that utilizes disciplined, strategic thinking and creativity.

The result is a brand strategy, story and experience that are elegantly simple and ultimately an asset that drives your business ahead.

Search Engine Optimization

Search Engine Optimization

 

In a world consumed by technology, it is important to have your brand stand out amongst the rest on popular search engines. As customers search popular key words into sites such as Google, Bing, and Yahoo, the only way your potential customers will notice you is if your website is linked to these key words and optimized for search engines.

This process is a bit intuitive, by trying to understand what people will search to find your company. Your brand is worthwhile and serves a purpose! Don’t allow it to get lost in the search engine mess of other brands that may not be as meaningful as yours.

Sit back and relax.

At STANCE, we take care of all the hard stuff for you like Search Engine Optimization. We find key words, link them into your website, and make it easier for customers to find your website on those popular search engines.

We work together with you to create meaningful content and define your brand’s purpose. Therefore, elevating your brand, not only up the search engine’s list, but also in your customers’ minds.

Find Your Tribe

Find Your Tribe

Society is moving in a new and meaningful trend.

Until recently, consumers sought benefits and features of a product.  Marketers and companies tried to push their products onto the consumer by displaying how it could fulfill an immediate need.

Today, things are a bit different.  This new trend was voiced by Marty Neumeier in his book, “ZAG” Neumeier states, “In a marketplace of me-too offerings, people choose on the basis of tribal identity. ‘If I buy this product, what will it make me?'”

Enter Tribal Identity

Society is growing far more concerned with how they will be perceived by others and how they can change their behavior to emulate what they believe is right. As we develop our behavior, we try to group ourselves with like behavior of others. This is what Neumeier calls tribal identity. Fortunately for marketers and growing companies, news spreads rather quickly in a tribe giving a brand extra traction. Instead of pushing products onto consumers, Neumeier suggests pulling people into tribal groups. By doing so, a product can;

  1. Grow faster
  2. Display how the use of the product or service can create a positive image for the tribe

In a growing world of companies trying to earn one more dollar, be a company that stands for something meaningful, one that is driven by purpose rather than just mere profits. Strive to do what you feel is right and beneficial to the world around you.

Here at STANCE,  we seek to contribute to the growth of brands that are driven by purpose. Our tribal identity displays how we try to benefit the community and the world around us. Keeping with the new and meaningful trend, STANCE markets brands to tribes seeking value and meaning, while upholding the consumer’s positive societal image.

Since everyone is now seeking to  buy products and services that will uphold their societal image, this will make the process of pulling tribal groups that much easier.

 

 

Discover your Purpose

Discover your Purpose

Meaningful brands are driven by purpose. Behind, those brands, are great leaders. If you dig deeper, you will find that most of these brand leaders, have discovered and have a clear understanding of their purpose.

We hope for greatness thinking it only exists in a select few…
But greatness is something that truly exists in all of us, it comes from knowing who you are & what you believe…

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