Your brand is your fingerprint in the marketplace. With all of the attention on online marketing, the truly savvy companies are realizing that now is a better time than ever before to establish their brand offline. Print marketing stands up and greets the market with a friendly handshake. The clutter has turned to online marketing which gives even more prominence to high quality print marketing.
Elaine Love had the honor of interviewing Patrick Hanlon, a branding icon. The insights delivered by Patrick Hanlon can uplift your company image and establish your brand in the marketplace.
If you are seeking a branding aficionado who knows how to assist companies in creating an image which becomes a belief system, Patrick Hanlon is your man.
Patrick Hanlon’s book Primal Branding: Create Zealots For Your Brand, Your Company and Your Future depicts how to create a belief system. One of his frequent requests is to create the next Apple Cult or Nike Tribe.
Deliver Big Ideas . . . Create a Belief System
With over twenty years of experience creating ads for such high profile exposure as the super bowl, he has proven that he knows how to deliver the big ideas which change the feeling of the participants.
“Brilliant ideas transform us,” said Patrick. The goal is to create an emotional response such as the first visit to Virgin records, stepping into your first Starbucks, or driving a Tesla. When you change the way a customer interacts with a product, you create a memorable multi-sensory experience. Your goal is to create such an emotional response to your brand that it becomes a belief system.
Brands must be impactful, exciting, create curiosity and develop personality.
Unfortunately far too many companies either bounce around so much that they create no identification or they are so boringly consistent that they exhibit no variety. “Being overly consistent is the last refuge of the not creative” according to Patrick.
Effective branding creates an emotional response. Large corporations act as if their brand is their logo and their stationery. Patrick advises companies and individuals to “put as much money as possible into your business card and logo as they create your quality image.”
Follow through with your printed narrative. Tell the customer where you are from, what you are about and you do or won’t ever do. Bring your brand to life by depicting a personality.
Heritage of your brand
Fortune 100 companies take it for granted that the public and the employees know the heritage of their company, but they don’t.
The origin of the Maxwell House coffee slogan “Good to the last drop” was known in 1920, but only ten percent of the employees knew their own company heritage. The statement dates back to Teddy Roosevelt’s stay at the Maxwell House hotel in Tennessee. When a waiter reached for Teddy’s cup to clear the table, Teddy put his hand over the cup and said, “This coffee is so good that it is good to the last drop.”
Create an emotional appeal
Ask any Starbucks devotee and you will recognize the emotional appeal of good coffee.
Make your point quickly in a 5 word headline and picture. Use the high impact of print marketing to create an emotional appeal to the customer. “I love print,” said Patrick. Print is an excellent media to create ideas, luxury and efficiency. Print has a significant role in today’s communication; there are actually more magazines now than ever before.
Shout out your message
“Now is a flex time. It’s an exciting creative time. It can either be viewed as intimidating or as an opportunity to shout out your message.” In closing Patrick Hanlon emphasized the importance of creating an emotional appeal and capturing the moment. When you appeal to the consumer as a collaborator, you have the opportunity to make people love what you do as much as you love what you do. By personalizing your branding, you create a belief system.