“Heroes are born every day
but, a fool
is born every minute.”
— B. Iversen
We’ve identified 5 steps to any successful brand or business. Most successful businesses stumble upon these steps almost accidentally. The ones that struggle or fail are usually missing one, two or three of these 5 critical steps. Here’s the little list of the Big 5:
The 5 Steps:
- Branding (why you exist)
- Design (intention)
- Communications (a strategy)
- Advertising (includes PR)
Most businesses do a copacetic job with no research, no real brand message or persona, they usually have a decent or good design (logo or logotype), virtually no real communications strategy, and rely on advertising, public relations or networking to meet their income needs. These missing or half-baked steps are sub-optimal. They’ll lead to difficulty in time.
For instance, a well-thought out, planned strategy is always optimal to mere tactical responses. Tactics are single step moves whereas a strategy has several advanced moves and is ultimately comprised of a series of tactics.
The purpose of BinkNyc Culture is to backtrack and get all the 5 steps dancing in line. The tighter a business is before pushing forward with a PR or advertising campaign, the better. This refined approach produces predictable and measurable results in the hands of a seasoned marketer, ad man or publicist. Yep, that’s us.
When I’ve tried and tested this with businesses over the 25 years, it works predictably. This happens with little effort if planned correctly and with a little practice. Oh, and discipline.
If these 5 steps are executed, even with moderate precision, the Brand supports itself and actually brings customers to you without you reaching out to them at all. It’s amazing.
Any great Brand knows their customer better than their customers know themselves. I’ll use a metaphor to explain this because the intelligent people I’ve met get a firm picture and visualization in their minds eye.
Building a business is just like building a house or building.
The first step before deciding on a property to purchase is to know that you are building on solid land. This requires surveying the land and doing Research. It’s astounding how many people leave put this step. 95% of them will be out of business or hit a low glass ceiling in 5 short years.
This Research will tell us what the available client base might be and what that client wants and their lifestyle. Research also tells you what steps to take and what clients or customers search for in the market. Backing up into our building metaphor, it is just like getting a survey of the land. It’s Research which is based in factual information. That’s always the first step. Get the facts.
The second step is Branding. This word is grossly misused in the vernacular but it is just like the basement of a house. It is the foundation that holds a house in place, like a rock. It tells us how high, wide and deep a building can be made and if we are able to do a two story house or an income producing skyscraper. This naturally depends on how wide, deep we go and how tall you want your business to be. We hardly ever consider the foundation of a house or building we enter into but, this foundation (Brand) makes it all possible. This foundation is built so when the heavy rains fall it doesn’t wash the house down a river. Again, the Research will tell you what brand personas and metaphors are available among your competition.
The third step is Design. The design you use, as the face of your company, should be based directly from the findings we have discovered from the Research and the Brand (the first two steps). Back to the building metaphor: the survey of the land tells us what steps to take and how deep, far and wide we can build the foundation. The Design is where you intend to place the windows, doors, ceiling height, and room sizes.
The fourth step is Communications. This is how your clients and customers want to be treated. What you say and how you follow up with them keeps the business flow incoming and steady. It is also a plan as to what to say to clients and do to get to engage or re-engage and convert them for an up sell. Our building metaphor utilizes plumbing, a/c and heat, water, gas lines, electricity and telephone/wifi as metaphors on how the building (or business) communicates with the external world (clients and customers).
The fifth step is Advertising. You already know what this is because you see it all the time. If you have used a publicist in the past, they’ve probably went over briefly as to what your research might be, what your brand might feel like, what a design might look like and ways to advertise your business to the people and out > through the media. In our building metaphor, these are the most fun tasks in putting the final touches on our house or income bearing property. They are the furnishings, paint colors, door handles, carpets, curtains and window treatments, desks, chairs, couches or beds and all the pretty things we like to shop for.
Here’s the challenge.
Before surveying the land of a building or home, you would dig a hole to put in a foundation. Would you start by buying all the beams, iron framing, studs and sheetrock, windows, doors and door knobs, electrical conduit, plumbing, vents, a/c units, the stove, sinks and toilets, plates, knives, forks and spoons, and window treatments first?
Would you dig the hole first and pour the concrete and give it time to dry before testing it for stability?
You know the answer to this one. 😀
There is a Process and order to businesses and building a business so you don’t have to advertise or use PR schemes to convince clients to come to you. This approach hardly ever works and usually leads to a pricing war. These tactics rarely work today in America. We are in the digital age. Advertising and PR are cheaper to get than ever before.
If you survey (research) the client ecology and brand (place brain tattoos) directly into their skulls of why you do what you do, they come to you through recommendations and a fantastic use of skilled word-of-mouth campaign.
Back to a real-time business application of this metaphor and technique. I’ve spent the better part of 12 years refining and mastering it.
It is without fail that you can set up a tent on a lawn and sell products and procedures and line your pockets with the money. This happens all the time with upstarts and works well for business owners at carnivals, festivals and on the street, but when COMPETITION comes around with a building (business) that is more permanent and stable; one who did their research; knows their customers better than their customers know themselves (branding); design something that reflect the brand and fits the customers deeper needs, wants and desires; communicate with clients and customers in a way where they feel cared for, special and respected, and having each client that walks in the door become a business’s ambassador and biggest fan… pr and advertising become bold, highly profitable and very promising endeavors.
Today’s media ecology, particularly in social media, has driven a $72,000 full page insertion in Playboy into something tangible that can be done for pennies on the dollar on Facebook, Twitter and Instagram.
The question that arises in my mind is how many PR firms and Ad agencies can and do show repeated instances of measurable and tangible results. More importantly is how many of these firms can guarantee their methodology and execute plans in generating those results?
I hope this adds some clarity to your current or future endeavor(s). Good luck!
BinkNyc transforms a company into a culture,
grows businesses into movements,
improving peoples lives.
Try to take a lemon and make an apple.
There’s been an interesting development since this past summer and something we’d like to refer to as a strategic partnership.
See the initial article here:
< link to: I Scream >
Usually we are always talking about a project’s development after the job is done. In this Neurochemical entry we are including you in the step-by-step process of this new business in Astoria, NY (Queens). The name is Sweet Jane’s Frozen Desserts.
1) She had to choose a new name because of a potential trademark infringement. The firm found Sweet Janes, without the apostrophe, is free and clear. This is now the new name.
We won’t go into all the fuss and bother with the all the research we did because most people consider research boring and useless. To those people that undermine the usefulness of painstakingly gathering hard data, we say: “Go to take the Law Society Bar exam or a Board Certified Medical exams WITHOUT RESEARCH and let us know how that works for you.” 😊
2) as of the date of this entry we still haven’t completed all the Branding (Brand-ID) on her campaign yet but have placed a few elements down that work.
3) We are jumping ahead of ourselves on the Brand aspects and looking at the logo Re-design. It’s not a huge mistake skipping this step because we know what we are doing. So, for this Neurochemical excerpt, we’d like to go over the process of redesigning the Sweet Janes logo.
Here’s what the logo looked like two weeks ago. I still say that it is fine.
Let’s look at this more critically.
The initial designer who did this for Jane wanted to impress the idea of duality:
- The horns and the halo.
The orange and the purple.
The two different fonts of the “S & J”.
Well, this is fine, not great design but for a single shop business, it’s okay. Now if you want this little business to grow into a larger brand (thinking 5-7 years down the road) this is a dismal failure. Let’s make the switch NOW before Sweet Janes gets too far into the public eye.
First, (1) All logos have to work in black and white.
I played with the propositions so when it is either shrunk to a quarter of an inch or blown up into a 30 foot building mural it will still look good and be readable. Now it will read better and be recognizable.
Second (2) I used the measurement in the golden ratio from Pythagoras and moved the halo up higher to achieve this proportion.
Ah, it does look better and feels much lighter. This took me a couple of days. It’s difficult to make something look simple and effortless.
Third (3), I fixed the proportion to make it 100Xs more readable even at a small size:
^ The middle one ^ reads really well. The SJ is proving to be distracting and confuses the reader.
We’ll use the second one.
Next, we’ll play around with the font and place a banner on it. I wanted to make the banner look like a halter top, underwear, some thing sexy, something fun and something, ‘old brand,’ ice creamy.
Meh… I’m not in love with you yet. So I did a few dozen other versions.
Colors that are light like a pastel could work for a high-end ice cream.
It’s still not there. It still needs some….. 🤡 UMPH💥.
Okay… it’ still not there yet so, let’s go back to this earlier rendition, to the solid black and white. Um, maybe, maybe… maybe it has too much boldness for an ice cream brand.
Let’s try for something that might be considered a little more elegant and a little more adult.
Maybe too MANY COLORS now… although removing the banner seemed to add something very cool.
I think this is it.
I don’t usually talk about sales too much but, I’m pretty good at it.
I recently went and showed my face everyday for the last 2 weeks to get Jane and me in front of the GM at the famous Bohemian Beer Garden in Astoria, Queens. They’re only 2 blocks away from Sweet Janes and are celebrating their 100th anniversary this year. On any given weekend this beer garden hosts and serves over 2,000 people.
It will be the biggest and best form of advertising while selling 2-3 times the amount of product. Bohemian Hall will have something new that none of the other beer gardens have featured yet and we all are excited and intrigued.
Something like the logo above will work for this historic venue! We met with the GM today and have come to an agreement for Oktoberfest and their big wine weekend. If you are in the area this weekend, stop by. We’ll be serving wine sorbet and beer pops.
We’ll be redoing the interior of the store with the logo and have created the textile below for the walls.
This pattern will be applied with a rubber stamp and ink pad. It’s a low cost solution and there’s something amazing that happens when you look at an entire wall cover with a pattern, not manufactured, but done by hand.
With the right lighting we’ll eventually have a great looking place with this logo as the centerpiece.
If you have any questions about what we are building and how we accomplish this or would like to see how we handle certain aspects in helping clients build an empire, just write us. BinkNyc@gmail.com