Misconceptions about Branding

What is brand, and why does it matter to your business?

What does it mean to you when someone comments about a company's brand? Do you conjure up an image of their logo? Recall their latest series of ads? Or is it something more sublime?

In my experience, branding has got to be one of the most misunderstood terms in marketing. Ask ten people to define "brand," and you're likely to get ten different answers – nine of which dance around the concept of brand, but never reach its heart.

So how do you define brand?

I like to start by listing what brand is not. Brand is not a(n):

• Logo
• Identity system
• Marketing Plan
• Advertising Campaign
• Product
• Service
• Individual
• Quick Fix
• Miracle

Defining Brand

Brand is the SUM, the essence of most of these elements. Branding done right becomes a spellbinding story – interwoven with the promise(s) you make as a company – that defines your business and reassures, intrigues and tantalizes your customers. It is the collection and coordination of all these areas that make up the total brand story.

Once you know your story, and are clear on your promises, then the elements listed above – and others, too – become your storytellers and ambassadors. (With the possible exception of "Quick Fix" and "Miracle," of course!) ;-)

When you're well branded, they tell your story 24/7 – until the mere mention of your name conjures up a whole flood of (hopefully positive) associations. Which, if you're telling the right people, leads naturally to better business and more profits for you.

So...what's your story?

Cummings | Designs crafts powerful brand stories for sustainable business, including logo design, web design and branding. To find out how we can help you position your company as the leader in your field, call (414) 378-2747 or contact us at carl@carldesigns.com.

Brand vs. Logo: What's the Difference?

“But I already have a logo.”

That’s the number one response I get when I tell people I help companies with their branding. When I hear it, I know it’s time to sit down together and order a couple of drinks. Because brand is so much more than just a logo.

Branding is more than skin deep.

To make a simple analogy, brand to a company is very much like personality to a person. You can deduce a lot about a person by the way he or she dresses, right? The colors, fabrics and styles they choose to wear provide clues about their lifestyle, beliefs, interests and attitudes.

Right or wrong, it’s quite likely that you’ve made snap decisions about a person based upon his or her appearance. You may even have gone out of your way to meet someone – or avoided them - simply because their appearance led you to believe you would enjoy – or regret – their company. But despite the old adage that “the clothes make the man,” you’d never go so far as to say that a person’s choice of clothing was his personality, or even that it defined it, would you?

Your logo is just the beginning of your brand.

A company’s logo, like a person’s attire, reflects the “personality” of the business it belongs to. It catches the eye and offers clues as to what it might be like to do business there. But in and of itself, your logo is not your company’s brand. Like a conservative suit and tie or a skateboarder’s T shirt and low-slung pants, it’s simply an outward indication of something far more complex and sublime.

I can design a logo and match it to the company well enough that by looking at it you’ll get a good idea, if not of the company’s line of business, then at least of its attitude and “personality.” But no matter how well designed, no logo by itself will ever give you that gut-level impact you’ll get when a company is thoroughly branded.

It’s only through branding that the logo begins to have the effect we want it to. When we see the Golden Arches and start to get hungry for fries, we’re not just responding to the image. We’re responding to the story McDonald’s has built up over the years, interwoven with their promises to their customers and backed up by our personal experiences with the company – experiences which, more likely than not, mesh seamlessly with that story and those promises.

That’s branding.

Successful people build their personality; successful companies, their brand.

Your logo is important. But it’s just the tip of the iceberg.

To consistently get the most out of your logo and any marketing and advertising you invest in, pay attention to building your brand. It won’t happen in an afternoon. But like a strong, confident personality, a well-developed brand will provide your company the identity and strength of character it needs to power through the tough times and soar when the going is good.

Cummings | Designs provides powerful design services for sustainable business, including logo design, web design and branding. To find out how we can help you position your company as a go-to provider, call (414) 378-2747 or contact us at carl@carldesigns.com.

Your website is a business tool

As I mentioned in my previous post a 2009 study by Barlow Marketing found a direct correlation between company size and the presence of a website. The study also found that small businesses with websites generate more revenue.

Unfortunately, too many small businesses tend to think "small" when it comes to their website and consider it in many cases to be a cost instead of an investment. This frame of mind leads to the creation of website brochures instead of a business generating tool.

Far to often small businesses look at the price tag instead of the value. I've seen dozens of business owners spend money on a website that does nothing to drive new customers to their business, which generally leads them to believe the internet only works for "BIG" business. The truth is they got what they paid for—$500 is not going to buy you a business generating website. But it does buy you a placeholder on the worldwide web. It's time to do something with it.

Another myth is that once you have a website that's all you have to do. The reality is quite different. In many ways your website is like you. You need to take care of yourself every single day. You get up and take a shower, brush your teeth, eat a good breakfast and only then are you really ready to face the day and be your best. Well, it's the same thing. Unfortunately, too many business owners have websites with terrible hygiene problems.

Consumers expect you to have a website—period. Only a small percentage of Americans use the actual Yellow Pages—the paper version. Potential customers are using the Internet not only to find products and services but also to learn more about the company and people they're going to do business with. Your website is your opportunity to differentiate yourself from your competitor and tell your unique story. Don't miss out or under utilize the most powerful business-generating tool you have at your disposal—your webpage.

Cummings | Designs provides powerful design services for the solar industry, including logo design, web design and branding. To find out how we can help you position your company as a go-to provider, call (414) 378-2747 or contact us at carl@carldesigns.com.

Marketing your Solar Business: How Important Is Your Website?

According to a recent survey of solar industry professionals, 26% of Wisconsin solar companies do not yet have a website. And that's a shame, because they could be leaving money on the table.

Even though you may not have products you can easily sell directly online, (although it can be done phoenix.bizjournals.com) your website is a powerful tool for marketing your solar business. In fact, it can be an indispensible part of your marketing. You can use it to attract new customers, generate leads, and educate prospects. And, used properly, it can be an extremely effective way to instill trust in your prospects and get them feeling like you're someone they're comfortable doing business with.

Here are a few very interesting statistics:

• Small businesses with websites tend to generate more revenue. A 2009 study by Barlow Marketing http://www.sellingtosmallbusinesses.com/70-percent-largest-small-businesses-have-website/ found a direct correlation between company size and the presence of a website.
• Online search is a primary way people look for solar installers. According to one survey from two years ago, over half of people who had bought PV systems had used the internet when seeking an installer.
• In a recent poll asking if people still use the phone book, a whopping 4% of respondents said "yes." An additional 20% said "rarely." You can do the math.

So, once you have a website for your solar business, how do you make sure it's working for you?

How to get the most from your solar industry website

• Be searchable. There are plenty of things you can do to make sure your site pops up when people are searching for what you offer. These include optimizing your site to make it easy for both search engines and people to find you; submitting your site to search engines and directories; getting other sites to link back to your solar company's website; and adding lots of relevant content to your site.
• Have some way to collect names. This is something a surprising number of small businesses fail to do, but it's one of the most important features of a site that actually generates leads and revenue. Don't just figure people will call. Have a lead generation contact form where people can leave their name and contact information, and encourage them to sign in by offering something of interest to them.
• Include trust-building elements. Have you been in business for more years than the average solar installer? Have you won recognition or awards? Where did you get your certification? Are you accredited by the BBB or a member of your local Chamber of Commerce? Do you have testimonials from satisfied customers and pictures of your solar installations? Marketing is a game of trust. All these things can help your solar business stand out as trustworthy.
• Make sure your site looks and sounds professional. For many people, your site may be their first impression of your business. Just as you wouldn't show up at a networking event unshaven and in rumpled clothing, you'll want to be sure your website reflects your solar business in a positive way. It doesn't need to be fancy, but it should project a professional appearance.

How does your website stack up? Are you happy with what it's doing for your solar company, or do you feel it could be working harder for you? And if you're one of the 26% of Wisconsin solar businesses which don't yet have a website...what are you waiting for?

Carl Cummings provides powerful design services for the solar industry, including logo design, web design and branding. To find out how he can help you position your company as a go-to provider, call (414) 378-2747 or contact him at carl@carldesigns.com.

Will the BP oil spill disaster spur a boom in solar?

As you read this, barrels and barrels' worth of crude is flowing unchecked into the Gulf of Mexico. Attempts to stop the flow have repeatedly failed. Meanwhile, the dire environmental and economic consequences of what may be the worst environmental disaster in human history are already making themselves felt. And for many it feels like a punch in the stomach.

While it may not be immediately obvious to those of us as far away from the Gulf as Wisconsin, the BP oil spill could trigger a sea change (no pun intended) in public sentiment and policy regarding energy and the environment.

Could the Gulf oil spill be an environmental 9/11 that prompts America to wholeheartedly embrace solar energy and other renewable energy options?

Depending on the severity of the spill and its consequences, it very well might. While it's unlikely we'll see the end of off-shore drilling any time soon, Americans are now more likely to oppose offshore oil drilling than support it. www.cbsnews.com And public concern over the safety of offshore drilling could result in legislation and restrictions on the practice – which could very well result in a rise in the price of oil. Rising fuel prices, of course, result in a much faster payback for solar – thus mitigating one of the biggest barriers to sales of solar installations and equipment.

The political climate, too, could turn even more favorably towards clean energy solutions. The spill has already prompted coastal state governors Charlie Crist of Florida and Arnold Schwarzenegger of California to renounce offshore drilling as not worth the risk. A May, 2010 poll www.pollingreport.com/energy by the PEW Research Center indicates that Americans overwhelmingly (73%) support increased funding for renewable energy, including solar, wind and hydrogen.

And perhaps most importantly, like the 9/11/2001 terrorist attacks, the enormity of this environmental disaster and its consequences may be enough to shake the American people from their complacency. Combined with faster payback and increased political support and funding, its effect could be momentous. Since solar still represents only a tiny fraction of energy produced in the U.S., even a small increase in the percentage of Americans investing in solar could result in massive growth in the industry.

What does this mean for the future of independent solar providers?

Will growth in demand for solar result in better business for solar companies across the board?

In the short term, probably. But if you're a solar provider don't sit back on your heels. As the industry expands and matures, expect changes ahead.

One big one? Consolidation and the trend towards larger companies. We're already seeing it at the corporate level amongst solar manufacturers. (For instance, in the concentrating solar thermal arena, witness Ausra's recent buyout by nuclear energy manufacturer Areva, and Solel's acquisition by the multinational Siemens.) But don't count on it's not happening on Main Street, USA. For instance, here in Wisconsin there are dozens of full-service solar thermal and PV installers listed with Focus on Energy, the state's renewable energy regulatory agency. But the lion's share of installation sales goes to a small handful of them each year.

As the demand for solar rises, we may see more small-scale installers initially. But energy is big business, and as the percentage of total energy supplied by solar rises, so will the size of the average company supplying it. (Don't rule out the possibility of regional utilites diversifying into residential solar, either.)

Another trend to anticipate is increasing regulation in the solar industry. Right now in Wisconsin it's pretty easy to become a certified installer. But as the industry matures, look for more regulatory laws involving certification and installation to be passed and enforced.

Does this mean curtains for you, if you're one of the many small solar installation companies scattered throughout Wisconsin and the rest of the United States and Canada?

No, not at all. But it does mean it's wise to be prepared.

Developing a strong presence in your market now will help you prepare for changes and developments that may impact your solar energy business in the future. And that means paying attention to your presentation, your image, your market share and your sales strategy.

Do you have a strategy in place that will help you expand with the market and capitalize on the opportunities coming your way? Have you given any thought to branding? Do you have the professional image and market presence you'll need to remain competitive through future transitions in the market?

This is a formative (and potentially volatile) time in the solar industry. Have you assembled your home team yet? You'll want to pick strong players. The time for aggressive growth and positioning is now!

Cummings | Designs provides sales driven branding and design services for the solar industry. To find out how we can help you position your company as a go-to provider, call (414) 378-2747 or contact us at carl@carldesigns.com.

Solar Industry Growth in Wisconsin: Can You Handle It?

Last November Niels Wolter, head of PV programs at Focus on Energy, was asked how the solar industry was faring in Wisconsin.

"It's been a remarkable year," he replied. "We're projecting out 73% growth over last year. Before that it was growing at about 80% per year since 2002. So it's slowed down a little bit in the growth rate, but it's still a booming market."

WOW! With growth like that even in the most sluggish economy since the great Depression it's no wonder solar is considered one of the hottest up-and-coming industries around. Solar providers must have it made, right? Can providers even keep up with all the work?

Well, maybe. If you're a solar provider you've probably already figured out that succeeding in this industry is no simple task. Here are a few of the challenges you're facing:

• A Tiny Market: The solar industry is still a tiny, tiny fraction of the state's economy – barely a blip on the charts. While growth in terms of percent is off the charts, the actual numbers of installations per capita is still miniscule. I'm still researching to get more current numbers, but in the meantime keep in mind that Focus on Energy reports only 78 professionally-installed PV systems in 2006. Even assuming 80% growth since then, that's still only a few hundred systems per year. Not what you'd call unlimited potential, at least not yet.

• New professional competition: Between the often-cited growth percentage numbers, the increase in eco-conscious thinking in the last few years, and the growing numbers of unemployed or underemployed, solar is attracting a lot of attention from those looking to change careers. Solar installation classes at the Midwest Renewable Energy Association in Custer, WI are routinely filled to capacity, and new certification programs through unicersities and technical colleges are sprouting like mushrooms. Will industry sales growth keep up with the growth in the number of providers in the state? Time will tell.

• Other competition: Did you know that Sam's Club now offers 3 and 1.2 KW grid-tied solar PV systems? www.samsclub.com/sams. Or that enterprising direct marketing veterans are already successfully selling solar thermal kits (like this one offered by Sunward www.gosunward.com) to homeowners via mail order? As the solar market heats up in this country you can expect to see more and more of this kind of thing.

• A tough sell: Been to a trade show lately? Probably you spent a lot of time talking about solar. But how many systems did you actually sell? Solar is hip and trendy, but it's big and expensive, and a lot of people view it as a luxury. Which means it's not as easy to sell as you might think.z

I'll be addressing many of these issues in depth in future posts. But for now let's just say that wild industry growth numbers don't eliminate the need for good marketing practices. Image, branding and developing a solid marketing plan based on industry realities are as important as ever – and, like solar itself, will prove to be a smart investment for the long run.

Cummings | Designs provides sales driven branding and design services for the solar industry. To find out how we can help you position your company as a go-to provider, call (414) 378-2747 or contact us at carl@carldesigns.com.

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