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June 25, 2020 Comments

Revisiting your company identity

Clearing the way for growth

Who are you, personally? How do others get to know you?

Whether we like it or not, studies continue to show that many people make some immediate assumptions about us based on our physical appearance and our sense of style (especially our shoes, apparently).* They understand even more when they hear us speak and listen to what we say. They compare what they see and hear to our actions – how do we behave toward our families? The community? We each shape our personal identities, knowingly or unknowingly, fairly or unfairly, through the choices we make and what we show the world around us.

Similarly, your company’s identity – how it’s perceived by customers, vendors and the community – is in great part defined by its look (branding), its language (communications) and its actions (behavior). It should embody your company’s mission and values. It should also have a memorable visual component and a clear voice.

When you see your company’s logo, read its tagline and core messaging, and review its print and online content, does it all reflect your company well? If it’s no longer in sync with where your company stands today (or where you’d like it to be tomorrow), perhaps it’s time to refresh or recreate your company identity.

Begin with a review.

Take your company’s temperature. Are all your key team members on the same page? A fairly quick way to find out is to ask your team to describe the company’s identity. Then, ask your clients about their perceptions of your company. You can accomplish both tasks with a short electronic or printed survey. Then tally up the results. Where do things gel? (Does everyone see your company as a trusted industry thought-leader?) Where do you find disconnects? (Does the executive team see the firm as a fresh and responsive problem-solver, while a few core clients see the company as an aging, albeit wise, traditionalist?)

Define your company vision.

How long has it been since you went through this process? Talk with your team about your company culture, your motivators and your goals for the future. What business are you in, and why? We find that asking these questions during a workshop-style meeting can yield very good results. Whether we help you facilitate the meeting or not, talking about what defines your business typically uncovers hidden obstacles and new thinking, and can clear the way for more than a new logo – it can clear the way for growth.

Develop a communications strategy.

What’s your business’s history? Who are your clients? What do you do for your clients that no other provider does? Building a strategy begins with asking the right questions and being brutally honest with your answers.

Keep your customers in mind.

No matter where the process of recreating your company identity takes you, ensure that everything you do focuses on your clients and partners. Test your results by asking: Will our ideal client understand our message and tone – immediately?

Case study: New Jersey law firm

Working with a well-regarded, ninety-year-old law firm, Stone’s Throw was able to help guide the process of rebranding, beginning with garnering communications strategy planning feedback from each member of the executive team. We then distilled the team’s contributions into a communications strategy summary that was used to build consensus and set guidelines for the creative. With the strategy approved by the executive team, we worked with a smaller marketing committee to set priorities and keep things moving. In so doing we worked closely with the law firm’s marketing director to create a new company identity, including logo, stationery system and collateral materials (firm overview brochure, practice area brochures and more). We helped foster understanding and enthusiasm among the entire staff by writing and designing communications that clearly explained the new company identity, how it would be implemented and why. Making the link between a new company logo (the company’s public face) and the company’s evolved culture and attitude toward its clients enabled the staff to rally behind the new identity.

* Studies cite height, weight, posture, grooming and clothing as some of the first filters people use to assess someone’s competence and trustworthiness (among other qualities).

April 23, 2020 Comments

A message from Deanne Napurano

It’s a scary time right now. A lot of people are suffering. Our focus, like yours, is on keeping ourselves and the people we care about – our communities – healthy and safe. A lot of our clients are suffering. As they pivot to set up efficient and remote workspaces for employees, they are making hard decisions about laying off or cutting back employees and employee time. They are cancelling all kinds of contracts from building maintenance to marketing communications, which is the business we’re in. Some businesses are moving forward with their communications as though it’s business as usual. Others are taking a good look at what their gifts are, what their strengths are, and framing their communications so people can hear that they understand that we are all in this together…so people can hear that they plan on responding appropriately to support their clients, customers, and community. They are working hard to be here for the long run even though we don’t know what our state of commerce will be after this pandemic.

If we can give any support or advice to the clients who have turned to us for marketing execution (writing and design) or marketing strategy (consultation) over the past three decades, it is that you be extra careful not to appear tone deaf (we know no one is), but look carefully at your language. People are making decisions now based on how their partners, vendors, and colleagues are responding. They are making decisions based on the experiences they’re having right now with, and the pandemic response narratives emerging from, the people who provide services to them and their businesses. So we say, if you haven’t reached out to the people you do business with, do that. Do that. It’s not the time for marketing as usual…or worse, radio silence. And, as you reach out there’s every reason to think about how your bundle of services or products can support folks, if not now, then for where we are going to be a few months down the road or next year. I wish you all well and I hope you stay safe. I’ll see you on the other side.

Listen to Deanne’s message

April 1, 2020 Comments

Curbside marketing communications services are just a stone’s throw away

We hope that you are doing well. These are extraordinary times and we’re all doing our best to take care of each other while keeping our spirits up. As we all adjust to stay-at-home status and try to ensure that we’re keeping ourselves, our families, and our communities safe and healthy, we’re all also being hit hard logistically and financially.

In case you’re in need, we continue to provide communications support to our clients and have added some extras that may be helpful at this time:

Writing and editing for public-facing COVID-19 messaging
Complimentary consultations via GoToMeeting/computer video
Free project planning and estimating
Preferred pricing
Curbside pickup for copy and design (it’s actually delivered via email or secure online portal)

Please stay safe. We look forward to seeing you soon.

March 20, 2020 Comments

We hope you are well and staying safe.

We’re already seeing communications needs being dramatically affected in response to COVID-19. Some of our clients are rethinking investment in tradeshow materials, for example, but are reinforcing public-facing messaging about their commitment to employees, clients, and community. We know that even if the vehicle for the conversation is changing, the importance of your voice remains vital to your business relationships.

We remain here to help. As the focus of homebound employees narrows to essential client, customer, and patient work, outside resources may be more useful than ever. We value your trust in us. Below, we’ve listed a few areas in which we can provide support, but if you’d just like to strategize a bit over the phone or via video conference call, we’d be more than happy to talk with you.

Consultation, writing, design for:

Website messaging/content
Social media planning and content
Email messaging and development
Blog planning and content
Online advertisement/announcement
Press release writing and submission
White papers and thought-leadership materials
Employee and member communications
Questionnaires and surveys
Staff training course creation via learning
management platform

March 11, 2020 Comments

What am I?

Once you’ve identified any disconnects in your messaging (see “Are you avoiding a marketing audit?”) and any missing tools in your marketing toolbox (see “Are you missing key marketing pieces?”), it’s time to develop a communications strategy. We need guideposts to ensure that our messaging stays on track and is exposed to the right audiences in order to help meet your business objectives.

To do that we go back to a questioning strategy. One simple and fun technique that we’ve used successfully is to ask “If your business were an animal, what kind of animal would it be and why?” Sit with that for a minute. You may instantly see a fox running nimbly over a forest floor, smart and quick. You may see a seal gracefully thriving in waters too cold for other species. The idea of the fox or the seal may better help you visualize your company’s brand and help you assess whether that brand is manifesting in your communications. Don’t limit yourself to animals – use whatever works for you. Whatever you do, can you liken it to something even more familiar? Think about how that metaphor speaks to your customers’ needs. Keep bringing it back to your clients. Again, keep your ideal customers in mind. How does this speak to them?

February 7, 2020 Comments

Do you have the stomach for a marketing audit?

How do you know where you are and if what you’re doing is in alignment with what you’re trying to achieve? We recommend an audit – not a financial audit – but an audit of your current practices. And I know that some people think that they don’t have marketing practices to audit, but they do. (See “I don’t do marketing”.)

When we’re called into a prospective new client, we typically walk into a scenario in which the firm owner or company leadership see the need for better marketing and don’t know where to start – or restart – or don’t have the internal resources to sustain the effort necessary to create forward momentum. They may even have exhausted their internal team already and cracks in performance are beginning to show, either because the internal resource is crying uncle or opportunities are being missed.

A scenario we encounter less often: the company owner believes that better marketing will help her grow her business, and she’s been marketing the firm herself. She doesn’t want to invest more money in marketing, or any money in marketing, but she believes she’s willing to invest her own time in the process.

And, still, another scenario is that the company leadership does not believe that they need to improve their marketing efforts, but internal forces (sales people, business development folks) are demanding some kind of action or support.

In all of these situations, we ask the same questions in order to quickly audit the company’s marketing status. We ask questions that inform our internal judge and assessor. But first we ask them to show us or tell us what they’re currently doing to market the firm. Let’s list what we’re talking about so you know what to put out on the table in front of you.

Your company name
Your logo
Your tagline, if you have one, or often-used “brand” language
Website
Social media accounts
Advertisements
Email marketing
Letters and communication to clients and colleagues
White papers or blog posts
Etc.

All of this should be collected and put out in front of you in some way.

Now, we ask:

What do you do? What markets do you serve? Who is your ideal client or customer? Describe her workstyle, education, type of business or industry, etc.

Why does that client prefer to work with you? What makes your relationship work? As we ask these foundation business questions, we look and read the current marketing materials against the answers. Do the answers to your questions appear in your marketing materials?

Ask further: What feedback have these materials garnered? Do prospective customers respond to any of your marketing tools? How? How are you measuring the success of your marketing materials?

Right away you may be able to see where there’s accord and traction, and see where there’s a disconnect. That should begin to give you insight into your next steps.

This is something that any business can do for itself, whether you’re a solopreneur or run a fully staffed team: audit your marketing. Do this audit and be honest with yourself.

January 3, 2020 Comments

New year, same old issues?

The New Year sweeps in with lots of hype: a rose-colored-glasses look back on the last year and heaps of often-unrealistic expectations for the year ahead. If you like to have a fresh starting point once in a while, January gives you a boost. But, if January 1^st feels like just another day, dragging with it all the same issues that plagued December 31^st, how do we conjure the wherewithal to get through the winter, let alone meet our marketing and business goals?

Like most of us, I know that the New Year is both a state of mind and a calendar date. I’m not going to wake up on New Year’s Day with superhuman energy or to find that a marketing version of the shoemaker’s elves has done all my work. I can choose to see that life is chaotic and challenging, joyful and satisfying, and try not to deny any of it. That translates into planning for 2020 marketing activities, too.

Even if you only know the broadest or most general goals of your organization, you can easily identify a few promotional tools that will move you in a positive direction. Of course, that’s the [deceptively] easy part: Once you know the people you serve and understand where they get their information, meet them there with your brand, your know-how, and your compassion. The rest may seem hazy or even overwhelming; the rest is all about the how.

“Break it into pieces” may be the best advice I’ve ever heard about anything. If I make no other resolution for the new year, I vow to default to a “pieces” view when issues become too cloudy, complex, or challenging. That’s especially true for marketing.

You’ll be able to get more done and be better understood when you focus on single, well-articulated ideas. Break your bigger ideas into smaller parts. List smaller pieces of the larger initiative. Make flow charts and lists to your heart’s content, but try to narrow your energy to one piece at a time. If overhauling your company website is on the horizon for 2020, the very idea can shut you down before you start. After you segment the project into a list of to-dos or an itemized spreadsheet (we all have our preferences and organization SOPs), isolate one piece at a time. A website redesign, for example, may include steps like a content audit of the existing site (what works and what doesn’t), an audit of the host’s performance, and identifying an outside design partner to help realize your vision. That’s a lot to wade through. With the “break it into pieces” approach, confining your efforts to the content audit first (and alone) may greatly reduce the overwhelm and provide data that will help redefine other steps, potentially lightening the overall weight of the project.

Whether you’re looking at January as a month of brave new days, or seeing it as the same-old-same-old, I hope that when you break your goals into manageable bits, you’ll move mountains.

Deanne

November 5, 2019 Comments

More successful partnerships?

No surprise – communication is key.

We’ve learned and relearned a couple of things. Honest, direct and informed feedback makes for a smoother, more efficient process. A smoother process often breeds mutual respect. And, with mutual respect, all partnerships can succeed.

Here are two-and-a-half tips to help build trust, foster innovation and achieve more in any successful partnership between you and your creative team, whether they’re in-house, an outside agency, or freelance contractors.

Define.

A professional creative team will guide you through the strategy-building process, but whether you’ve hired an agency, a freelance or an independent contractor, you may want to provide your own creative brief as well. A good creative brief or communications strategy will inform and direct the work at hand. It will answer questions about the project, its audiences, its purpose, its timing and its distribution or end use. Be clear and concise with your direction. Don’t just define the project – website content, print advertising, sales education iBook, inbound marketing; be clear about what you’d like the project to do for your company. Feel free to share the successes and shortcomings of previous projects and campaigns.

Trust.

Once you’ve clearly defined your objectives, explained your company’s vision and mission, and provided information about the intended audience’s culture, let your team employ its skills and talent to create on your behalf. When each conceptual draft meets the communications strategy, or answers the creative brief, you’ll know that you’re working with folks who get it; you’ll feel more confident trusting their professional expertise. And, when their insights and ideas gain your respect, you’ll have earned their tireless involvement and steadfast commitment.

Repeat.

Clearly, communication fosters confidence. When we gather good information, ask relevant questions, define where we’re going – together – and then deliver ideas, content and designs that reflect that conversation, we’ve created one of the keystones to a provable, successful partnership. We’ve heard each other, seen evidence of understanding, and trust that it can and will happen again.

Now, that bears repeating.

To help you communicate the details of your next project, contact us by email for a communications strategy worksheet.

“Nothing can be done without hope and confidence.” Helen Keller

July 9, 2019 Comments

When things slow down a bit, it can be the perfect time to finish projects that don’t get done when everyone’s busy.

That can be especially true for marketing, sales, and communications materials. One project that often slips to the bottom of the to-do pile during prime time is the hardworking case study.

Sales teams love case studies because they help prospective customers visualize the benefits of working together in a real-world example. Case studies serve as testimonials, services run-downs, and, if well-crafted, compelling advertisements that help elevate your reputation. They also provide plenty of opportunity for repurposing: launch them as blog posts; send them as emails; make them available as PDFs; print them and package them with leave-behinds and proposals; and, of course, serialize them across your social media accounts and newsfeeds. Case studies show off what your company does best.

If we’ve inspired you to create a couple new case studies for your team, here are a few tips to keep in mind:

Develop a template that reflects your brand and key objectives. Following your own style guidelines will help unify the look and feel of the case studies, fortifying your brand and core messaging.

Focus on the primary customer benefit of working with your company. Don’t shy away from the emotional impact of the project. Help readers understand why saving time was essential to your customers because with more time they could focus on improving service to their customers, for instance.

Decide which is most important: the customer industry or the bundle of services your team delivered. Direct the case study into that lane so you and your sales team can get the most use out of it. If you want to employ it with both audiences, write it two ways and create two different studies. Don’t try to accomplish both with one; you’ll muddy the intention.

Break the story into a few major categories. Answer the questions:

• What was the problem, challenge, or assignment?

• Why were you brought onto the project?

• What was your unique approach to finding a solution?

• How did the customer benefit?

• How did the customer’s customer benefit?

• What details made a substantial difference?

• Why is this case study of interest to anyone else?

Ask every contributor the same questions. If you’re getting information from different resources from inside your company, provide each with the same short questionnaire. This way, you’ll find it easier to create similarity between content flow and depth of detail.

We can help. If the timing isn’t right for you to start work on your case studies, we’ve got you covered. In short order, we can get you geared up with shiny new case studies that your team will want to use. Send us an email or give us a call.

March 13, 2019 Comments

Starting out on social media?

Starting out, we at Stone’s Throw often coach clients with smaller and medium-sized businesses to use social media initially as a way to demonstrate vitality, interest, and enthusiasm by showing activity on social media platforms. Let the world see your public face – especially if your potential customers use social media. Ensure that your posts are consistent with your brand image and messaging, and please make sure that you have a system for post approvals, monitoring, and responding.

If social media advertising will indeed add value to your marketing efforts, there are a few terms you’ll want to know:

Awareness ads: Paid social media advertising is a way to create energy and push your posts into the newsfeeds of your selected audiences. These ads are often referred to as awareness ads; they boost awareness by allowing audiences to see your ad (“impression”). Awareness advertising is often the least expensive of social media placements.

Conversion ads: To encourage your audience to take some kind of action (visit your webpage, make a phone call, complete a form, etc.), social media ads have to work harder and typically cost more. They require the user to move from a passive audience member to someone who takes some kind of action. This is often referred to as conversion.

Engagement rate: Most social media platforms use metrics to describe the types of interaction your posts generate. Engagement rate refers to the number of likes, shares, and comments your posted content receives.

Hashtag: You can supercharge your posted content by tagging keywords with a hashtag (#) – what some of us used to call a pound sign. When a # precedes a word or phrase (without any word spaces), the social media platform sees the phrase as a searchable keyword. This can be especially helpful when looking for people talking about a particular marketing issue online. #smallbizmarketing

Should your business advertise on Facebook or LinkedIn? Here are a few things to consider.