{"id":318,"date":"2014-06-25T11:55:57","date_gmt":"2014-06-25T15:55:57","guid":{"rendered":"http:\/\/www.kenbanks.com\/?p=318"},"modified":"2016-11-04T12:04:20","modified_gmt":"2016-11-04T16:04:20","slug":"living-up-to-the-brandonline","status":"publish","type":"post","link":"https:\/\/www.kenbanks.com\/?p=318","title":{"rendered":"LIVING UP TO THE BRAND\u2026ONLINE!"},"content":{"rendered":"

[et_pb_section admin_label=”section”][et_pb_row admin_label=”row”][et_pb_column type=”2_3″][et_pb_video admin_label=”Video” src=”https:\/\/youtu.be\/n5o7eJ96h8s” \/][\/et_pb_column][et_pb_column type=”1_3″][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n

PRESS PLAY >> TO VIEW KEN\u2019S WELCOME MESSAGE FOR JUNE.<\/p>\n

This month\u2019s blog was actually intended for May but as I was getting reading to upload and publish, I had a recurrence of the AFIB and pneumonia problems that hit me about 2 \u00bd years ago and I ended up spending a long week recovering in the hospital.\u00a0 So the May blog becomes the June blog but the message is just as valid even if the intro video is a bit out of sync!\u00a0 The ongoing discussion in branding these days is how to execute your brand strategy while using the new mobile and online media that has grown exponentially in importance and usage over the past couple years.\u00a0 I get asked that question consistently and my answer remains the same:\u00a0 The same principles of a solid branding strategy and communicating your brand value apply to the new media just as much\u2014if not more\u2014as with the traditional media that have been important in the past.<\/p>\n

The most important thing to remember is that today\u2019s new media can help keep the brand alive and build the emotional relationship faster and more effectively than ever\u00a0 before.\u00a0 Simply put, the interaction that customers can have with your brand is now easier and more spontaneous and as a result, it provides the opportunity to\u00a0 make the brand more relevant to your customers.\u00a0 Let\u2019s take a look at how three companies are using the online capabilities to make the brand more relevant and to provide immediate value as well.<\/p>\n

\"sherwin-williams-paint-war-worlds-logo1\"Williams is one of the top brands in household painting.\u00a0 They have built a loyal following over the years with a quality product sold in a service environment.\u00a0 The key to Sherwin Williams retail success\u2014in the face of aggressive competition from the big box DIY stores like Home Depot and Lowe\u2019s\u2014is the reliance on the personalized service and expertise that their stores have provided almost since the beginning.\u00a0 Excellent selection in a convenient environment with experienced, friendly paint experts who can help you find exactly the right paint in the right color with right tools to make the job a success.\u00a0 However, Sherwin Williams has utilized the new media to add to the personalized value that they have always provided.\u00a0 Using its app, ColorSnap, makes finding the right color not only a snap but enables the customer to visualize how it will look in their home.\u00a0 The app enables the customer to take a photo\u00a0 or scan a color that he\/she wants to match in their home project.\u00a0 You simply download to the app and SW analyzes it and provides you with the exact match to your color choice.\u00a0 Then they go a step further and enable you to take a photo of your house or room and then, using their app, you can insert the new color over the area you plan to paint.\u00a0 You can even mask it around windows or doors so you can really get an accurate picture of how the job will look before buying the paint or getting a sample and painting spots on the walls to see what looks best.\u00a0 Seeing the entire project in the right color makes it much more accurate and representative of what the finished job is going to look like.\u00a0 You can then save the various color applications on line\/phone and bring into the store and discuss with the paint expert.\u00a0 The process adds technology to a great brand based on personalized service.\u00a0 And, speaking from personal experience, it really works.<\/p>\n

Safelite AutoGlass has developed a national chain of auto window repair and replacement that makes this common problem easy and painless while saving you money and getting insurance coverage.\u00a0 The company advertises aggressively but as a national chain of over 5000 mobile repair centers, there is always the doubt about the expertise of the installer and the reliability.\u00a0 The company addresses the problem with its Technician Profile email system.\u00a0 Once you contact the company (either online or by 800 call), the company sends you an email with the name of the technician who will be servicing your need as well as his\/her experience, photo, and credentials to build your trust before you make the deal and have them visit your home.\u00a0 Additionally, the site provides information that assures the customer that the job will be done correctly and professionally the first time so that you can back in your car and on the road immediately.<\/p>\n

\"193px-quest_diagnostics-svg\"Quest Diagnostics has grown \u00a0to be the largest provider of health diagnostic lab work in the US with over 2200 lab patient centers and over 41000 associates.\u00a0 As lab work has become an important part of almost any doctor\u2019s appointment today, Quest has become the preferred choice\u00a0 due to its convenience and service.\u00a0 However, as a lab user for many years, it has not always been the most convenient or pleasant experience.\u00a0 In recent years, the company has really made the effort to make the experience easier, quicker and more professional and painless (in many ways).\u00a0 Now the company has added the My Quest app so that you can not only schedule an appointment online so there is literally no wait and you can also follow up on the results right from your smart phone.\u00a0 By simply registering online and installing the app,\u00a0 getting lab work done is easier and more convenient than ever and now works with your schedule rather than the lab\u2019s availability.\u00a0\u00a0\u00a0 It also facilitates the communication between lab and physician so that your results are more timely and easily understood by the patient.\u00a0 In addition to building a preferred brand for a very important and frequently used service, Quest has used the new media to make the entire experience a brand building opportunity.<\/p>\n

These are just three examples showing how building a brand can be enhance and accelerated by using the\u00a0 new media options to make the relationship a brand-building strategy as well.<\/p>\n

DON\u2019T FORGET THAT OUR BOOK, BRAINBRANDING. \u00a0ACTIVATE THE BRAIN. STIMULATE YOUR BRAND<\/em><\/strong> IS AVAILABLE ON AMAZON AND KINDLE.<\/p>\n

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[et_pb_section admin_label=”section”][et_pb_row admin_label=”row”][et_pb_column type=”2_3″][et_pb_video admin_label=”Video” src=”https:\/\/youtu.be\/n5o7eJ96h8s” \/][\/et_pb_column][et_pb_column type=”1_3″][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] PRESS PLAY >> TO VIEW KEN\u2019S WELCOME MESSAGE FOR JUNE. This month\u2019s blog was actually intended for May but as I was getting reading to upload and publish, I had a recurrence of the AFIB and pneumonia problems that […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-318","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/318","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=318"}],"version-history":[{"count":1,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/318\/revisions"}],"predecessor-version":[{"id":322,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/318\/revisions\/322"}],"wp:attachment":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=318"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=318"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=318"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}