Unleashing Bold and Fresh Branding Ideas
In the virtual Lemonade Stand, Crystal and Emily take some time to share stories and experiences about evolving brands, standing out in a competitive market, and the risks of playing it safe with your visuals. This is the real pulp of branding - no artificial flavors added!
0:08 - Branding's Importance and Overcoming Challenges
7:18 - The Importance of Branding and Differentiation
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Speaker 1: 0:08
What's up, Lemonheads? Welcome back to another episode of From the Yellow Chair. I'm Emily and I'm Crystal, and this week we're going to talk about a huge problem that we see all the time and we're going to kind of consider some branding fails, if you will.
Speaker 2: 0:25
Absolutely Just how we have seen clients or we ourselves have not really bought on or bought into the true branding things that can happen when you trust the process and how you can really grow your brand. So I'm excited to talk today with Emily a lot about ways that we've seen people not be successful with branding. Let's sip some lemonade. Let's do it.
Speaker 1: 0:51
All right. So, Crystal, in your opinion, what do you think is one of the biggest major branding fails?
Speaker 2: 1:00
Well, I would have to say it's probably going to be a lack of being scared of being disruptive. So like playing it. Playing it, yes, me, because we have really seen some good brands. Either they come to us with a good brand or we pitch good brands to them, meaning like cool logos or mascots or characters, whatever you want to call it. Cool, like symbols, taglines, even company names in there. Yeah, and the companies even they're just so scared to be that off the beaten path that they literally talk themselves out of it.
Speaker 1: 1:39
Or like they love it for a little bit, like as soon as we picture the like yeah, let's do it. And then like they get too many opinions. Or like they ask committees and committees jobs are to help you play it safe, to avoid risk. And then like I can't do it, like everything. Like you see their shoulders, like drinking, yes.
Speaker 2: 1:59
You know Well, and here's the deal. Like, we all have people in our lives that we trust, so people that we trust their opinion or we've seen them be successful. I mean things like that. But a lot of times I've noticed that for the most part, contractors spend a lot of time being in rooms that are comfortable, so very rarely are we like you know what. Let me go into a room with people that are doing it better, making more money, growing faster. Let me go into that room. A lot of times we like to be the big man in the room or we like to be the one that has all this power, and so there's a lot of humility that comes along with rebranding. There's a lot of like just a trust factor that comes into play Because, listen, if it was easy, everybody would do it. So it's not easy and it does require you to go out on a limb. But I always like to say, the more you yourself can be bought into the brand, that passion is going to exude from you. It is going to infiltrate all the people around you. People have a hard time telling you how bad something is when you're so passionate about it, but if you go to your trusted group of friends, let's say. Let's say you got a good group of like five friends and you go to them and say, well, you know, I hired this company and like, this is my new look and this is my tag line. You're going to have two people that go, oh man, this is great. And you're going to have somebody that goes, oh, I don't know. And then somebody's going to say I hate it.
Speaker 1: 3:24
And then the naysayers are going to weigh louder and see much bigger and problematic in your mind than what it actually is. And I hate it when an owner might be sold on something but then he goes to show the team and is like, yeah, I showed it to my team and they didn't get it or they don't know why we're doing this. And I'm like, well, did you just like print it on a piece of like copy paper and like, hey, what do you think about this? Or did you like, did you show the whole vision, like we've just cast this whole vision for you and giving you all these other ideas of how it could come to life, like so much more than beyond this, this logo. Did you share all that with it? Well, no, well, and how'd you present? Like, were you like, were you excited about? Like, pumped up, this is the direction we're going to go, and here's why. Or just like, what do y'all think? Like, of course, that's going to get shot down and killed down. Yes, absolutely.
Speaker 2: 4:13
And the other thing is, like you also present like a limp noodle, like, yeah, the energy level of a tree stump out there, you know, and like people even say, like they tell you and I that all the time, like man, can y'all come and tell my team? Well, let me tell you, if you can tell your team with this much excitement. The problem is literally there are really good brands out there. That number one have. No, there's nothing past the good logo or mascot. It's like real shallow after that. Or there's these really good developed brands that the logo doesn't match how good the brand is. We just had one of those people at our conference. Like we sat down and talked to this company and we were like Listen, you guys have so much personality, you do so many good things, but your logo was like right, like boring and and one of the meal and and they were like well, you're gonna have to help us convince, you know, sue and Bob, and I'm like well, let me add them, like let's go, like let's.
Speaker 1: 5:11
Well, you've seen, a lot is like people's parents, like maybe their parents started the business or their parents are still somewhat in the business, is like how do I honor them and not disrespect them? And you know, I'm like, well, is mom and dad still running it? Well, no, and maybe they are, maybe they're not. But you know, sometimes I think, working in the family business, that can almost be like, hey, we can't have Thanksgiving dinner because of this brand.
Speaker 2: 5:33
Yes, and you know Something else. Like this is so rude. What I'm about to say is so rude, but I just want to look at so I don't go show all of the employees who have nothing to lose either way. Whether you say the brand you are or change brands to them, there's really not a lot to lose because they're probably gonna draw a paycheck anyway last time I checked. So how about you ask people that maybe have something on the line? But I also encourage you to ask people that have a good grip on marketing. So people will be like well, I asked my accountant. I'm like okay, the person that doesn't want you spending money, those are never gonna be friends of Crystal and Emily's. But also like they're never like those. Those types of people are built to air. On the side of caution, mm-hmm and listen Y'all. We have seen it happen so very much to where it's just like a buy-in. So, emily, let's talk to the people listening that have a good brand and maybe they need to go to the next level. What are some things that you think are holding the good-looking Brands back from really building out brand collateral and brand equity in the market? I?
Speaker 1: 6:42
Think a big part is just not. It's literally, like you said, just a logo. So I'm always thinking about, like, what are some cool like wordings or terminology phrases that you can use for, like hook lines for your offers, for Titles, like maybe within your own team, or like some type of give back or giveaway that you're gonna give? You know, I think there's a big part to really play it up more there. I think there's space for it in your maintenance club program and a community support program, whether that's through the colors, the names, things like that. There's so much more. And even like swag items, like I could go on and on. Like, literally we were pitching to a client a rebrand concept Just the other day and they're like, I love how this looks, but I'm like, but I'm having a hard time envisioning what else it could be, and so literally all we did after that was type out a google doc of like all these different ideas, from social media phrases to Giveaways, to swag items, to hey, you could do this type of Of whatever it didn't require any design at all. They just literally need to be like, oh, I didn't think about we could call over celebrations Celebrations or something like that. Like these different little things and like that's where it really starts to come to life and that's where people like man, y'all just got it going on, like, yeah, I think it's cohesive and and it energizes them Correct.
Speaker 2: 8:04
Yes, it energizes the contractor, it energizes your team and, and you know like, really, that is the fun side to us no, to some people it's kitschy or it's corny or whatever we want to call it, but really the power here is in the fact that your brand, you have something to say. Even if you know, even if you can't afford a rebrand right now, you still are pushing out a Message into your market, and so control it and take it deeper. And then those of you that are getting ready to remarkets or rebrand soon, I would start now identifying what or other people doing that stands out in your market, so that you can go a different direction. So if people are doing like big community support or other mascots, or they've wrapped all their vans neon green, whatever that looks like, let's focus on those things. So when you get ready in the next few months, you're like, well, they already were doing these things. How can I differentiate myself in other direction? But getting excited about branding is so invaluable to the growth of the brand Because you have to have passion behind it, because it wears off. The new wears off. I tell everybody this about social media too. You will start off pumped up excited Doing graphics, making posts, being organized for about 31 days, and then you're like this sucks and it's a lot of work. And you're like, oh, my girl in the office is gonna do it. Well, no, she's not. She'll do it, for she'll do it until it gets hot, yeah, or until until there's water freezing everywhere, right. And then all of a sudden she can't make a post for four weeks and then she forgot about posting in general. And here we are again. It's a vicious cycle. It's the same thing with branding. Like guys, there are companies that are doing great revenue seven, eight, nine, ten million dollars, fifty million dollars with not so great brands. So can you have a profitable business without a great brand? Yes, but I always think man imagine what they would be doing if they had a good brand. How could it be? How good? Yeah, absolutely. So what? Yeah?
Speaker 1: 10:08
Well, one thing you said you know, like you mentioned, like looking at your competitors, like how can we do something different? Yes, that's a hundred percent true, but I'd also encourage people look at your community and how can you do things differently. So like, for example, we're talking with a client there in Louisiana. He's I well, what about like LSU colors, like purple and gold, like everyone loves LSU around here? I'm like no, we do not want to blend in with anything LSU or like here. Nor we have in a tiger as our mascot. Yeah, we're not going to be aggyland. Heating and cooling, because there's everything else is aggyland. We're not going to be maroon or you know, and, and so we want you to stand out in the best way possible. So we're not going to suggest colors that's popular to a school or a university or you know, here in east Texas, everything we have is a pine tree, so we are not going to suggest a pine tree as the logo. The first Baptist church is a pine tree, plus the family dentist, plus the east Texas tire, they all got a pine tree. That's nothing. That's a farm with the in the vape shop, so yeah, but for sure. you know that's great. Yeah, you got to find something that can make you truly unique, so not just amongst your competitors, but also in the community, amongst everything else that is around you.
Speaker 2: 11:22
Yeah, and you know a good point to Emily make sure you just have to look for opportunities. All right, so look for opportunities and and buy into that how you're going to differentiate yourself. And so you know, logos are one thing, branding colors, style guides all of those are important. So I had a client the other day that is sponsoring her school's robotics team, which is a cool thing, but then they do a lot for it, like they built out a whole media kit, like I was so here for it, and but then I look on them like what logo is that? And she's like, oh, I had him change my logo. I'm like, why, why? Why would we do that? Because, guys, logo is retention right, so it's just you see it over and over and over again. So if every time they see a van or a logo, it's going to be in a different color, a different shade, a different font, like absolutely not. So you have got to pick something that looks good, that you love, that is readable, that is not overly done, ok, and that's got to be what people see every single time. The only time I make an example for this and Emily might, might have to disagree, agree to disagree, like if you're going purple for Alzheimer's Awareness Month and you change everything purple. But see, you're doing it for a specific reason, not just because today I wanted to be neon yellow, like lemon seed. We rarely change our color, unless we might be having to do a black and white version for a print that's not in full color. But all of a sudden, you're really not going to see limin seed marketing be in orange.
Speaker 1: 12:48
Well, but so I'm all for if you're going to change it, like you know, for purple, for Alzheimer's Awareness or something, but you have to execute it out well. So are you at the Alzheimer's Association Walk? Are you posting on social media about Alzheimer's tips, things like that? Don't just change your color purple and then no one be like why are they purple? Now, well, we thought about you know, doing it for all what. Like as long as you can bring it full circle and make it make sense and like make some buzz and some spark and some noise about why you went purple for that cause, then yeah, I'm all for it, but don't do it haphazardly.
Speaker 2: 13:24
Yeah, no for sure, don't. Don't get in there and be all over the place With stuff. It's just don't change it every month, why no? And like anyway, there's a lot of ways to get lost there. Don't, don't do it, just don't do it. If anyone says can I change your logo? No, I want you to practice that. Can I change your logo?
Speaker 1: 13:41
No, unless it's neat and we're gonna make it better for you. Then, yes, yes, oh yeah, unless it's crystal-nimbly my bad, true.
Speaker 2: 13:48
Also, another thing is, like you know, people will contact you and say I Think that your logo, you know it doesn't fit here. So, like, if you're around logo, so this is a challenge. So, like, for a while, mcwilliams, my family's company, was a circular logo. Well, you know what that's really hard to do is put it on a billboard. Okay, because the billboard is rectangular, and so there are times when you probably need to look to someone to help you build out the iterations of your logo. But again, that that instant appeal, graphic appeal, I think is important and you can still kind of save it in a lot of ways. It's just trusting the experts to do that. So that's on the logo and the colors and all of those things. Same thing goes for van wraps. You know we have some clients that are like man, if I rebrand, like I've got to rewrap all these trucks. It depends if you're changing your name and your whole color scheme and everything about your company, yes, you probably need to rewrap. But if you're doing a refresh of it and you're freshening up the font, the color, maybe in like just brightening it up, I would then do a schedule and look through those vehicles to say you know, these five vehicles are gonna be with me for a long time, but these two are about on their last leg, like Jimmy, you know he has to crank it 30 minutes before he's ready to roll. Like, don't rewrap that one, the one that's got smoke coming out the tailpipe, don't, you ain't got to rewrap that one, but the newer ones you should rewrap. I always say the more vehicles you can rewrap and get on the road. When you announce in like all at one time, like this infiltration of the market, it is freaking gold, it is amazing. So financially preparing yourself for what that looks like and what you can afford to do is a very cool part of a rebrand or a relaunch. So I encourage you there. But also, emily mentioned something to. Social media is another place that your brand story is really told and Meaning. If you're a very fun, loving, like joking company and Everybody's friends and you high five and it's a very positive environment. But you get on social media and you're like hi, I'm crystal with yellow number one. I sound like I also sell funeral plans. Okay, well, so it's just not the same. So make sure that your energy level matches your energy level. So don't feel like, just because you're outspoken and energetic, that that can't be what goes on social media platforms. It needs to, if you're passionate about your team and you do things for your team all the time that are fun and engaging, or bonuses or whatever. Highlight that on social media, because it's all how everyone is Experiencing your brand, whether it be visually with your logo or on the phone with your CSRs or your social media channels or Direct mail verbiage. All of that has got to be cohesive or else you're just not setting the tone. You're setting a conflicting tone more than anything.
Speaker 1: 16:37
Well, it's the language and the way that you write is just an extension of the brand. It's your personality, if you will. So like. I remember giving an example a while ago and I was looking at two different airlines websites and they were talking about the snacks that they serve on the airline. Okay, same thing. But one of it was like lavish yourself an indulgent Bavarian pretzels, etc. And so it was very formal and kind of. And the other one's like hey, we'll toss you a bag of peanuts, like, and move on, you know, it's a very much more relaxed. So, like they're saying the same thing we're gonna give you snacks. But it was in it's completely different. It was setting a different expectation with my interaction with each different one. Not a good or a back play, but it needs to represent if you are that fun and friendly and have some personality to your brand.
Speaker 2: 17:25
Don't let chat GPT write it in a super formal, like who wrote this, you know 100% and, like you know, if you were to say you know, enjoy warm Bavarian pretzels, you ain't on Spirit Airlines.
Speaker 1: 17:43
But yeah, if Spirit Airlines was doing that indulge yourself in lavish you'd be like uh-uh, like y'all.
Speaker 2: 17:50
So listen, I do. I do have to tell this story really quick. So right, my husband and I were flying from Miami to Orlando, and I will not name the name of the airline, but it would be like the final, okay.
Speaker 1: 18:02
So Well, first off was it like a 10 minute flight. Yeah, 40 minute little jumper flight.
Speaker 2: 18:09
So I go in there and I'm like so I fly a certain airline and I'm a little particular about it, but this one I was like man, it's 40 minutes in the airline, just get me there and get me home, I'm fine, or get me back to here. So I walk up to the gate and they're like all right, and this is during 2021. So everybody was still finicky about mask. But he said the person at the gate says all right, y'all know the drill. Put your mask on. Don't try to get on here without a mask. Everybody's got to wear it. Keep it on. Put your seatbelts on. Don't ask any questions. We're glad to have y'all. And I was like um, Are you really like?
Speaker 1: 18:45
sorry, am I bothering you here being on this?
Speaker 2: 18:46
plane. Yeah, excuse me, sir, you know. And then I get on my regular plane and they're like good evening, everyone welcome. We're gonna be calmly boarding groups one through three. I'm like, amen, you know you're back to it, but honestly, the ticket was $68 a piece. I mean, what did I think I was getting other than somebody's cousin that probably was at a prison. This was his first job to say y'all gonna get on the plane and y'all gonna lock it and y'all ain't gonna ask me no questions. So you got to set the tone right. So if you've got technicians pulling up to houses and trash is falling out and a cigarette's hanging out of their mouth and their shirts all unbuttoned, and then you say, well, ma'am, that's gonna be $600. Those two don't match.
Speaker 1: 19:28
Correct. Yeah, they find value or they have a perception of what they think the value is worth based off of. You know how you speak to them, the language you put on social media, the way the technician looks, the way the truck looks. You know it's all related and I think it's a super undervalued piece of marketing and running a business as a whole. To be honest, you know, absolutely.
Speaker 2: 19:53
So, guys, I hope you've enjoyed chatting with us a little bit today about branding. Listen, lemon Seed, we love the branding side of things. We love helping you bring your companies, your company's brand, who they are, who you are, your identity to fruition, help you really grow it through community support, social media, great graphic design and just good strategy to help put that out there. And so, thank you guys for listening. We hope, if you're enjoying everything, you leave us some reviews, tell us what you think. We'll see you next time. Bye.
