Before you delete that “junk mail,” you may want to reconsider…  And here’s why…

I’ll be the first to admit that I don’t get a lot of email through my Studio 24 site. I rarely look at it and it’s grossly out-of-date. When I do get email from there, it’s usually SPAM.  So, out of habit, I hit “delete” – without even reading!

REALLY BAD IDEA…

Recently, I almost messed up a HUGE opportunity for the Brand Chef blog to be included in some pretty heavy company.  It was a simple oversight, but looking back on it, I realize what a monstrous gaffe it would have been.

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On a quiet Sunday morning, over a bowl of Grape Nuts and a cup of coffee, I decided to weed out my in-box – after over a MONTH of negligence…

You know how it goes…  Facebook notice…  delete… delete…  Twitter…  delete…delete…delete…  SEO Guarantee…  delete…delete… I was in a pretty good groove!  “Special” offer…  delete… delete… “Need a Date?”…delete… delete…

and then…  BrandManagement.com… de-HUH?… I had to pause.

I read it again. “A Message from BrandManagement.com”

Edward Mance, Co-founder and CEO of BrandManagement.com sent me an email.  Odd. But odd because of the long path his message took…

Edward found me through my old blogspot blog, and subsequently through the form on the Studio 24 web site.  This simple fact shows that he made a concerted effort to contact me.

With the push of a button, the story could have ended there. But it didn’t.

As I opened the email and read, my jaw about hit the counter (thank God it didn’t, my mouth was full of partially chewed Grape Nuts)…  Brandmanagement.com was being launched in late May, and according to Mr. Mance,

” …a significant element of the site will be comprised of leading thought writers’ most current, daily/weekly works.“

And he continued on to say,

“In short, we love the blog entries on your site, and we would love to republish those entries on the BrandManagement.com site as they become available on your site…”

Wait a minute… Me? I had to read it two more times and once to my wife, just to clarify who it was really addressed to…  Not only was I honored, but I was astounded that someone else (besides me) thought I had something of value to say.

As I reviewed the site, I realized that Mr. Mance was including The Brand Chef in a pretty darn respectable group of branding consultants, professionals from advertising agencies, the marketing communications field and respected commentators and branding advocates – people that I’ve read and respected for years – Oliver Blanchard, Anna Farmery, Tom Fishburne,  Katie Konrath, Laura Ries,  Dan Schawbel, and Chris Wilson just to name a few!  Go here to see a full list.

I immediately gave Edward my contact information, my RSS feed and anything else he asked for (could have asked for my first-born son, I would have considered it).  And, low-and-behold, the site was launched, on schedule, and there I was, right next to some of the biggest names in branding commentary and blogging.

What’s my return?  Self respect.  And click-through traffic has jumped a bit, but the sheer fact that I was included is return enough for me (honestly).

So, as a direct message to Edward Mance, Thank you!

My lesson learned from this?  Be careful what you delete from your inbox, because opportunity may be knocking – albeit quietly.

Keep Cooking!
Andrew B. Clark
The Brand Chef

Having had a LOT of experience working with “Private Label” branding, I realize the reputations (or lack thereof) that “lower shelf” brands had when compared to national brand quality was a very sore subject for all – from the CEO’s to the lowly package designer (yours truly).  But in this economy, many stores and private label manufacturers are realizing that opportunity really does start with “R.” (Recession)…

I LOVE how this Nielsen wire article positions store brands (or private label)…  as the national brand (perceived as over-priced) solution as economic alternative.  They illustrate how stores like SUPERVALU have stepped up their efforts to provide “National Brand Quality” (NBQ?) with pumped up research, technology, and refined development.

“It was clear from the start that the facility itself is just part of the story. SUPERVALU has assembled a dream team of experienced product development specialists from across the industry. Many of the top managers moved to Minnesota from out of state, betting their careers on the success of the “Our Own Brands” program. Every person I talked to that day seemed convinced that they were working on something special.”

Think about how your shopping habits have changed.  Do you still buy national brand cookies, ice cream, or even bread? Do you still spit out up to 50% more for so-called quality clothing?  Do you shop more at TARGET than Eddie Bauer (and which one is talking bankruptcy)?

Food for thought…

Andrew B. Clark
– The Brand Chef

Blogs, microblogs, social networks like Twitter, Facebook, MySpace, Flickr, YouTube and UStream are popping up daily.  Their availability to the masses is exciting and fun, even educational and inspirational.  Never before has it been easier to share knowledge, express creativity, build personal and business brands and connect with others in your industry.

But because these social media channels are still fairly new to most, I’ve put together a quick, 10.5 tips that I’ve gathered during my time using these tools.  It’s my goal to help you use these channels efficiently and effectively, to protect your identity and ultimately your brand, personal or professional.

10.5 Tasty Tips:  Social Media Etiquette

1.    Be Transparent. Say who you are.  If there’s a business brand association, say whom you represent.  Be honest and credibility will follow.

2.   Be Accurate. Check your facts before you post them.  From a Public Relations standpoint, it’s better to post the truth first than to have to post a retraction…

3.   Show Maturity & Respect. Agree or disagree with others’ point of view, but do it with maturity and respect.  Act as if you were actually standing in the room with your audience.

4.    Be A Valued Member. Contribute positively to you community.  It’s not (all) self-promotion.  If you have a particular insight on a subject (say cooking), make your comment direct to the post (cooking healthier with low linolenic soybean oil NOT hey, I just self published a new cookbook.  Go to… and check it out!)

5.   Check Your Ego/Temper at the door. If you have passion, that’s GREAT, but weigh what and how you post with others in mind.  Take the advice of Mama BrandChef and count to 10 before acting.

6.   Confidentiality Is A Must. Proprietary information about your company, family or friends needs to stay confidential.  This goes hand-in-hand with the respect issue.  Remember, what you post today will be around for years to come.

7.   Time Is Valuable. If you’re participating in social media on a personal level, make sure you respect your employer’s time and property.  If you’re representing your employer or a particular brand, then make sure the posts are germane to the business/brand.

8.   Don’t Be A Spy. NEVER represent someone that you’re not authorized to represent.  DON’T post negative (or positive) comments about your brand under an assumed name.  You will be discovered and you and the brand will suffer for it.

9.   Take The High Road. Slander is slander in any forum…  Be careful of what you say, because even with a disclaimer that “Your views do not represent those of…” believe it or not, the Federal Trace Commission is considering the validity of social media slander claims.

10.   Be Aware Of Liability. In relation to the previous point, legal liability that connects what you post to your site and others is a serious issue.  Can we say Domino’s Pizza gross-out video?

10.5   Protect Yourself. Don’t provide unnecessary personal information that could be used against you.  That’s why they call it “personal information.”

The simple key to successful social media activity is to be honest about yourself and whom you represent, be thoughtful before you post and respect the community in which you’re “socializing.”

Just food for thought…

Keep Cooking,
Andrew B. Clark
The Brand Chef

Sure…  every now-and-then, a brand needs to be “refreshed.”  But just like plastic surgery, “refreshing” a brand and completely rebuilding are two completely different things (think Kenny Rogers or Bruce Jenner).  Care needs to be taken not to destroy your brand integrity while maintaining your current brand loyalists’ expectations.

So, for the inaugural post on The Brand Chef’s new blog (new design and domain, at least), here is a Baker’s Dozen rebranding do’s and don’ts.

Do – Consult with a branding specialist at the very beginning, rather than charging ahead on your own and then going to an agency with a half-baked plan.  A good branding professional can provide additional insight that may not reside within the walls of your company.  And a third-party perspective is always advisable.

Do – Have the owner/operator, CEO and head of marketing all at the table with the branding specialists.  Without decision-makers in the conversation, the dialogue won’t reflect the TRUE brand of the company.  (Branding specialists should demand this.)

Do – Strive for consistency. this seems to be an obvious point, but the rebranding must represent every aspect of every division of the company.  From its stationery to the way the customer service representatives answer the phones – the brand should take center stage.

Don’t – Copy. Imitation may be the highest form of flattery, but in the rebranding game, it’s a signal to customers that your company is unsure of their TRUE brand identity and is satisfied living in the shadow of its competitors. — AND, If as a branding strategist, you hear “We want to be like…”  RUN!

Don’t – Segregate the task to a small segment of the company. In addition to key stakeholders (see above), you’re better off getting in input form EVERYONE in the company.  If your company is too big to do that effectively, make sure everyone’s opinion is represented in the decision process.

Don’t – Gamble with the company’s name. If you’ve been around for more than a couple of years, there’s equity in your name.  If you haven’t been around for a couple of years…  why are you rebranding?

Don’t – Second-guess. If you’re changing your logo every three to four years, all you’re proving to your customers is that you don’t trust you OWN decisions… Stand strong and brand stronger.

That’s it, in a nutshell.  Some simple do’s and don’ts for rebranding.  So, before you put your brand “under the knife,” think about the ultimate consequenses.

Can you think of additional do’s and don’ts for rebranding?  Let’s discuss them here!  I’d love to get you in the mix…

Until next time…

Keep Cooking
Andrew B. Clark
–The Brand Chef

“Open the kimono” is a phrase that I once heard, loosely meaning “everyone should share data. There should be no secrets between those in the meeting. As in a Japanese wife showing her husband her naked body by opening her silk robe or kimono.” Of course, this means that all bets are off. Perceptions are laid on the table for the world to evaluate, comment on, and make public judgment on – for better or worse.

At Love Scott & Associates, the West Des Moines marketing communications company I work for, we’re experimenting in a little kimono-opening research. We’re asking simply,

“If public perception rules a brand, what is your perception of “Advertising Agency” as a label?”

It’s a little risky when you open yourself to judgment, but without asking the right questions outside the walls of your company, you’ll never understand your brand – nor will you understand the challenges that face it.

Of course, being a Twitter Poll, this is basically quantitative and not qualitative research, but it is an interesting peek into the public perception of companies that call themselves an “Advertising Agency.”

I invite you to go take the simple, one-question poll. Polling ends Monday, June 8th, 2009, and after, I’ll post the results along with some of the reaction and some questions that develop within Love Scott.

We look forward to seeing your results!

Keep Cooking!
Andrew B. Clark
The Brand Chef