MICROBRANDING
A MicroBrand is a highly focused, personal or local brand built with innovative use of targeted marketing, informational marketing, strategic networking and clever public relations. They often rely on individual personality.
Target Marketing
Proactively hit a specific market with a one sight one sound message – a sound bite that sums up who you are, what you do and how you can help.
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Informational Marketing
The reason social marketing has taken off is that social networks are not channels for advertisers – they are not one way pipes down which companies send things — rather they are better understood as webs from which people pull down learning. Be a resource, provide information, help people in their jobs – business will follow.
Strategic Networking
Network into groups of early adopters and product evangelists.
Clever PR
Don’t just tell people you are there – make them want you to be there – figure out a way to delight the consumer.
Communication
Don’t hide behind your company – you are the company. Smaller companies worry that focusing on the founder or owner will make the company look small. If that is your concern think – Steve Jobs, Bill Gates, Richard Branson, Warren Buffet, Walt Disney, Donald Trump, Jeff Bezos, Arianna Huffington, Sheryl Sandberg, Elon Musk…
Use your personality to put a face on the company – it is a highly effective marketing tool.
Messaging
Whether we are talking about generalized branding or microbranding the key is ownership of a point of view — i.e. you must stand for something
For microbrands in particular mastering the emotional side of the marketing message is a must-do. Make it interesting or inject a little fun. Facts tell – stories sell.
The really successful ideas are the ones are the ones people never thought they needed. So they need explaining. The service you provide, its benefit and how it works must be front and center.