Effectively Communicating Your Business Message

Effectively communicating your brand message is not so much about what looks pretty or sounds catchy, it’s about what conveys your message better than anything else. Once your brand has been established and the business message is unmistakable, the next step is to communicate that message to a targeted audience. So, how do you do that? By following these 5 simple “effective brand communicating” steps:


Step One: Seek Out Professional Help


Everything about your brand message must be unique, creative and unmistakably you. For small businesses that are on a tight budget, realizing what it takes to create an exclusive and distinctive logo or trademark phrase might be daunting, however having a strong foundation for your brand is crucial to marketing success. So, do your research and splurge on your logo and trademark phrase. If you’re cousin, nephew or uncle has a hobby of creating art in his spare time, that’s wonderful but not good enough for your brand. Take pride in your business, and hire a professional to help you build your business brand.
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Market Your Way to the Top

When you’re in the process of putting together your company’s marketing plan you’re actually mapping its path toward success. A marketing plan should not only determine the “how” of your marketing but the “why, when and where” of it. There are distinct steps to consider when formulating your plan:

  1. 1. Understand your company’s mission and vision
  2. 2. You need to have a complete understanding of the business itself. Sure, you sell widgets but, is that all you do?
  3. 3. Hone in on your market, your audience – your potential and best customer
  4. 4. Delineate the steps you need to implement to take your company from Point A to Point B to meet those marketing goals.



Do you and your marketing team thoroughly understand your company’s mission and vision statement? Are both of you working toward the same goal?


Consider this: your marketing team believes the company wants to expand to an overseas market, but the board members want to expand market share on your home turf, but to those in your demographic that you haven’t yet reached. To reach Point B, everyone must be on the same path.


You will also need to fully grasp your company’s strengths and weaknesses. Is your brand well-known and loved? Is there some negative PR being spread? Who are your competitors and what are they doing that you’re not – and vice versa. Have you realistically identified your prospects and demographic? Can you expand it? Are there any add on services you can (or do) offer that you hadn’t considered marketing more proactively?


Where and how are you targeting your marketing plan? If you’re not already online, you should be. Also, it’s not enough to simply be online, you need to market correctly. What are your company’s key words? Does your marketing team understand SEO (search engine optimization)? If you’re online but not using the correct words to get your company “found” by search engines and by potential customers, you are simply spinning your wheels.  Keep in mind, it’s not enough to use the keyword “widget” you also want to think of other words to incorporate such as: copper widgets, widgets manufactured in California, award-winning widget manufacturer, etc.


After you’ve covered the bases, now is the time to focus on the marketing objective. Never lose sight of the fact that the marketing objective is one of the goals. You will want to set milestones. Say for example you set up a Facebook Fan page – track your visitors, followers, comments. If you have a blog, incorporate analytics so you can determine who is coming to your site, how long they’re staying, what pages they are looking at, etc.


Bottom line is what counts when it comes to marketing. If you aren’t reaching potential customers and holding onto current ones, there will be no business to market. Also when looking at your bottom line, don’t forget to look into low-cost, no-cost marketing options in the social networking world – sites such as Facebook, Twitter, LinkedIn, building a free blog post in the event you don’t have that incorporated into your existing website. Add contacts, friends, enter chatrooms focused around your company’s focus area. Seek out relevant blogs and leave comments on them.

Brand Visibility Then and Now

In any market, a strong web presence is a necessity. Public relations managers in today’s technologically advanced environment must understand that the days of writing a single press release and calling direct to promote business is over. It’s no longer about the one-dimensional advertisement featuring a sale of the week, it’s about the brand that’s behind it all.


Brand Visibility Then


Not too long ago, a single advertisement in the local newspaper was all you needed to let your city know about your business specials. A nice sign out front was all you needed to increase visibility, and a simple website with a few pics and an address was everything you needed on the web.


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How To Select The Right Marketing & Advertising Team

Selecting the right medical marketing and advertising group can be a difficult decision. You’re putting your business, your baby, into the hands of someone else who might not understand what this business means to you. Whether you’ve grown it from the ground, or just took it over, marketing and advertising your business depends a great deal on the expertise of the marketing professionals, the trust that you have in them, and the understanding that they have of your business brand.


The Foundation

When you buy a home, everything that home is built on rests upon the foundation. If the foundation cracks, so does the walls that support the frame and everything can come tumbling down. That might sound a bit dramatic, but in reality medical marketing and business branding are no different. Your business must have a strong foundation, a strong brand image, and the medical marketing agency must completely understand what that foundation is made of.


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OB/GYN Marketing – Having an Authentic Brand Message

OB/GYN Marketing is very different than many other medical marketing disciplines, simply because the target audience is so specific and the topic can be a little bit delicate. You don’t want to overstep any subtle boundaries with your content and social media efforts, and yet you must compete in the world of medical marketing by growing your online brand. So, what do you do?


Authenticity in Brand Marketing


When it comes to the sensitive issues that OB/GYN’s and their patients face, the absolute greatest marketing strategy that you can employ is complete authenticity. A genuine conversation, blog, interview or video will do far more for your brand image than a hundred technical, informational articles. These technical, informational marketing articles are incredibly important to establish your OB/GYN practice as the most knowledgeable in Arizona, but an honest and genuine presence will increase brand trust, and thus increase referrals.


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OB/GYN Branding and Marketing Effectively

Do you know where the target market for your patient base is? Who are your patients and how far do they travel to get to your OB/GYN office? Is your practice the only game in town or are there myriad medical choices? Because of the competition in the medical industry your practice may face challenges in its attempts to stay ahead of the competition. To remain viable your practice must not only retain current patients, but draw in new ones.


If you find that your patient base is dwindling, now is the time to step back and determine the reasons why. Is there more competition now that there was before? Has your patient base aged-out of your services? Is your office no longer in the business center of your community? Does your practice accept all of the health care plans and programs that it did in the past? After you’ve looked into the reasons your patient base might not be as strong as it once was you can address it and implement a marketing strategy.


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Marketing For A New Medical Generation

Healthcare marketing is a growing field, which is a wonderful thing if you are at the receiving end of the marketing benefits. However, as reimbursement rates decrease, healthcare discussions rage, insurance premiums strike the middle-class, and competition rises even as the market remains unstable, your best bet is having strong practice representation.


At Quaintise, our highly skilled team of branding and marketing professionals has extensive experience in OB/GYN marketing, dermatology marketing, plastic surgery marketing, and medi spa marketing, all decidedly competitive and yet fundamental practices of modern medicine.


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How To Use Sentiment Analysis to Predict Brand Reactions

Sentiment analysis is the future of brand marketing. Ideally, analysis of audience mood and behavior should be completed by your PR agency or Arizona marketing firm before your brand image and message has been fully determined. Understanding how your target audience feels about a product or industry can help you shape your brand message.


Sentiment Analysis Tools
There are some wonderful tools available on the market for sentiment analysis. For supreme knowledge, education and technology on sentiment analysis, Radian6 and Lexalytics are excellent sites. However, it you’re looking for something a bit more accessible, here are our top three:


  • SocialMention.com – This site offers ‘real-time social media search and analysis’ which allows any visitor to research sentiment on a variety of topics. They offer social media alerts that allow you to monitor your brand consistently. Combined with Google Alerts, this is a wonderful tool for keeping an eye on how users are feeling about not only your brand, but the entire industry. SocialMention is wonderful for local searches as well.

  • TwitterSentiment – This tool is similar to SocialMention, however the results page includes a traffic map, graphing the positive and negative feelings towards a brand over a period of time.

  •  TweetSentiments.com – Like TwitterSentiment, this site lets users search sentiment on Twitter alone. The results page show’s you actual tweets regarding your search, as well as a positive/negative meter showing you exactly how people are feeling about a topic.



Using Sentiment Analysis to Your Advantage

Using the tools mentioned above is one thing, accurately predicting market trends and brand reactions is quite another. Of the sentiment analysis tools available, which one you use depends on where your launching your brand. If your PR agency has decided that Arizona is the best place to market your product, you’ll want to find out the sentiment that people in Arizona have towards your industry and competing brands.


For example, you’re thinking about opening a pain clinic in the valley and launching an entire brand on the subject of migraines and migraine pain management. Your Arizona marketing firm would set up sentiment analysis for “migraines” and/or “migraine pain” and/or “headaches” in “Arizona.” You might also set up sentiment analysis for “pain doctor” or “pain physician” in “Arizona” as well.


From here, the next step would be to run reports and analyze data. Are the discussions regarding this subject more positive or negative? The initial results would more than likely show a negative sentiment towards this subject, but digging deeper you can determine more specific keywords to search for Arizona, and ultimately determine exactly what people associate negatively with migraines. Is it the pain? Is it the treatment? Is it how it affects their day-to-day or their job? Are people looking for alternative treatments more or tradition treatments?

Based upon local sentiment results, you can establish a foundation for your brand and the kind of treatment that you will specialize in. You can also determine how to market and advertise to your target audience. The possibilities are endless. And as time goes on, your Arizona marketing agency will continue to monitor sentiment associated with not only “migraines” but your brand as well.

Sentiment Analysis – A Window To The World’s Moods and Opinions

Technology and PR marketing is moving faster than many small businesses can keep up. At this moment last year we were debating health care reform, wondering if ‘smart phones’ were the norm, and trying to figure out what a QR code was. Today, we know that ‘smart phones’ are more than the norm, they are a necessity, health care reform is still a topic of debate, and QR codes are in every magazine and Sunday morning advertisement.


Marketing in Arizona has changed a great deal in the past year as well. Facebook and Twitter are no longer an additional marketing ploy; they are part of the entire marketing must-have package. Return On Investment (ROI) is no longer something to be placed on the backburner of social media marketing, it’s now become an industry all of its own. And part of that return on investment depends on how your brand is received by your target audience.


Brand marketing and ROI depends on the success of being able to reach your target audience on their level, in their language and slang, and on their favorite platforms. Truly understanding your audience involves sentiment analysis.


What is Sentiment Analysis and Opinion Mining?
According to Wikipedia, sentiment analysis or opinion mining refers to the application of natural language processing, computational linguistics, and text analytics to identify and extract subjective information in source materials.


Generally speaking, sentiment analysis aims to determine the attitude of a speaker or a writer with respect to some topic or the overall tonality of a document. The attitude may be his or her judgment or evaluation (see appraisal theory), affective state (that is to say, the emotional state of the author when writing), or the intended emotional communication (that is to say, the emotional effect the author wishes to have on the reader).


According to B2CmarketingInsider.com, sentiment analysis similar to text mining involves parsing and analyzing the comments and suggestions customers post on social media.  It concentrates on looking at the context, tone, emotion, polarity and objectivity of the comments rather than solely the words.


“Mirror, Mirror on the Wall”
Imagine having a secret mirror, one that could answer any question about the feelings associated with any brand, person, or industry in the world “Mirror, mirror on the wall. Who’s the fairest of them all?” This is sentiment analysis. If you’ve ever read Dan Brown’s The Lost Symbol, you might remember the bit in the book when they speak of monitoring the feelings of the entire world from their computer. It’s not a far-fetched idea, and, in fact, many large news corporations and Wall Street companies have been using sentiment analysis to keep an eye on potential market trends.



Business Week recently published an article reviewing the importance of sentiment analysis for businesses of all sizes. MOBI stands for Mass Opinion Business Intelligence, and much like the computer (Watson) that beat the greatest contestants on Jeopardy based on its remarkable understanding of semantics and wordplay, MOBI part of an emerging technology that can tell a company almost instantaneously how people are feeling about a particular business, executive, product, stock, or advertising campaign.


With the ability to analyze consumer feelings without surveys and focus groups in invaluable to many companies around the world who can now determine how people will receive a product or idea before the product even hits stores. MOBI considers all conversations about a product and then parses it using statistical analysis and so-called natural language processing, a computer system designed to interpret written communications, even if slang is used. Beyond identifying how consumers feel about brands or celebrities, it can predict market behavior.

Building Brand Trust in Consistency

Determining and creating your company brand is the single, greatest business decision that you will ever make. The brand can make or break your business, and a consistent brand can build unconditional trust between an audience and a product or service. But if done poorly, or changed along the way, the inconsistency can backfire and your company could ultimately pay the price.


In June of last year, General Motors sent probably one of the most important employee memos out to every member of its Detroit headquarters. This memo was no ordinary business statement; it was monumental in the eyes of all who follow brand marketing.


“When you look at the most recognized brands throughout the world, such as Coke or Apple for instance, one of the things they all focus on is the consistency of their branding,” the memo said. “Why is this consistency so important? The more consistent a brand becomes, the more prominent and recognizable it is with the consumer.”


The memo went on to say that the company was no longer going to use the term “Chevy” to describe their brand. Even though “Chevy” is “one of the world’s best-known, longest-lived product nicknames,” Sales and Marketing decided things needed to change.


That decision might not have made a big splash with consumers, who in most cases probably didn’t even notice a change that really never happened anyways, but in the world of marketing everyone started to question their own brand quality.


One expert on branding said G.M.’s effort ran counter to a trend in which corporate names had become more casual, according to the New York Times. The consultant, Paul Worthington, head of strategy for Wolff Olins, a brand consulting company, noted that FedEx had replaced Federal Express, KFC had supplanted Kentucky Fried Chicken and “even RadioShack has evolved into the Shack.”


Of course, as with many other marketing ideas from big businesses, this brand name change did not pan out, as seen in “Chevy’s” new “Chevy Runs Deep” campaign that was recently launched over Super Bowl weekend. But Chevy’s debacle with their own brand is a reminder that brand quality and consistency can make or break a company.


Many times in branding your business, the people do the work for you, which is ultimately what happened with the Chevrolet brand. According to Hall of Famer Dick Guldstrand, who raced Chevy’s, “Once (Chevrolet) became an American icon, America took it away from G.M. They made it a Chevy. You’re doing a disservice to all the people by telling them not to call it a Chevy.”


Point well taken, Mr. Guldstrand. If the people create your company brand for themselves, and it’s one that sticks and works for the people, why change something that is not broken.


Mr. Worthington, a branding expert, said Chevrolet seemed unclear what the brand stood for. “So what it would appear they are trying to do, by centralizing to a single formal name, is to try to get some focus as to what that brand stands for, and get that out into the marketplace, which makes a lot of sense.”


Ultimately, he said, consumers “will call you whatever they want to call you.”