Interestingly, we are seeing brands sneaking past the gate keeper in our brains by moving into the role of entertainer. Some brands choose to push digital frontiers using technology to entertain, for example apps or 3D projection mapping, while others are evolving the more traditional methods, producing branded content or hosting events.

It’s those brands pushing boundaries and generally being interesting that become the rock stars of the business world; adored by the masses and envied by the competition.

But what do you do if you don’t have a rock star marketing budget? Fret not. It’s still possible to become a rock brand, complete with cult following even if you’re not Virgin or Coca-Cola. All you need to do is act like a rock star.

With that in mind, we’ve compiled our top tips to kick start your marketing resolutions and help your brand rock on in 2011.

1. Be Unique

To become a rock star, your brand must find its edge.

Articulate exactly what is it that makes your brand different and interesting. Once you discover that quirk or spark of originality that no one else has, run with it. No matter what industry you’re in or who your audience is, even if you’re the most convincing covers band, you’ll never make it to the big time playing someone else’s songs.

Find your point of difference or unique proposition that sets you apart from your competitors. Embrace it. Own it.

2. Be True To Your Sound

A great rock band has a distinctive sound. Sometimes their sound might evolve and mature over time but their sound remains unique to them.

To determine the sound or voice of your brand, look to your brand personality. Who is your brand and what does it stand for? There shouldn’t be any ambiguity amongst staff throughout your business on this point, but particularly amongst those who directly represent your brand to customers and the wider community.

When developing and refining your brand personality, consider your business in terms of human personality traits. This will help you to develop a consistent voice including language style and tone that can be used by staff and translated into all corporate communications, ultimately making it easy for your customers and prospects to understand and relate to your brand.

3. Be Outrageous

While it’s probably best not to trash hotel rooms or smash instruments (unless it’s relevant, of course), the most popular stars are usually the most controversial.

Being truly outrageous might not be a part of your brand personality. That’s okay. You’ll need to decide on the appropriate level of outrageousness for your brand. For many brands being outrageous could just mean being unexpected or spontaneous. In brand speak this could translate to hosting an impromptu event for your twitter followers, or giving a small gift to your customers just to say thanks for being great.

For the more adventurous brands you could try bold public installations, guerrilla stunts or making audacious comments on staff apparel (a la Nandos). Go on, live a little.

4. Be Socially Aware

There comes a time in the career of almost every rock star, when they will choose to advocate for a charitable organisation or cause. Whether you’re a small business or large organisation, committing to socially responsible business practices very clearly shows that you support your community. Demonstrating that your business cares for more than profit helps to build consumer trust and respect for your brand.

As with many things in life, actions speak louder than words. Donating money is great, but committing to action can be a stronger signal. But whether it’s pledging a percentage of sales, giving your employees paid volunteer days, or committing to recycling or sustainable packaging, every little bit counts.

In the future everyone will be famous for fifteen minutes.

Andy Warhol

Enter social media and it turns out Andy was right. And then some.

Our customers are far from nobodies. They’re broadcasted continually across the World Wide Web. Some more notorious than others, but virtually all accessible.

We are now able to get closer to our customers than ever before. To build personal relationships through the art of conversation. Businesses large and small are engaging their customers in digital dialogue to build relationships, solicit feedback and provide new levels of customer service.

The nature of relationships is reciprocal, however, and so as we get to know them, customers too have the opportunity to get intimate with our brands. So how do we put our best foot forward in this global conversation to charm our powerful friends?

Here are some tips to help your brand master the art of great social media conversation.

Listen first. Talk later.

A great conversationalist listens carefully before speaking. You wouldn’t jump into a face to face conversation without first listening to what it’s about. So before you unleash a barrage of tweets or status updates, take some time to monitor the conversations that are already taking place.

Take stock of where your brand currently stands online. Find out what people are already saying about your brand and about your competitors and who is doing the talking.

Converse, don’t sell.

The golden rule that businesses must remember is that the social media environment is just that; Social. Users join a social network for entertainment and human interaction. It’s quite unlikely they’ll be happy to hear your blatant sales pitch.

That’s not to say you shouldn’t let your fans or followers know about special offers, new products or store openings from time to time, but refrain from constant or pushy sales messages. Instead, show you care by ensuring your contributions are useful and interesting.

Always be yourself.

The key to building successful relationships is maintaining open and honest dialogue. Social media provides a fantastic opportunity connect with customers and prospects on a personal level. Let them know what your brand stands for.

Internally, ensure that all employees who will speak on behalf of your brand are aware of the appropriate brand personality and tone of voice that should be used. A clear strategy and policies are vital.

Balance quality with quantity.

A well-balanced conversation is a good conversation. Find the happy place between talking too much and awkward silence.

Fewer more valuable contributions speak far louder than constant or pointless babble, so don’t go overboard with the updates, messages or tweets. On the other hand, it’s best to avoid awkward silence. Once you make the commitment to get social, make sure you participate on a regular basis.

Never ignore your fans or followers or delete their comments. Awkwardness always ensues, and it’s unlikely to involve silence. Remember negative noise can spread quickly so diffuse any negativity before it escalates.

Don’t be a bore.

Our final tip needs little explanation. Remember that your brand is entering a social environment, so it’s important to be respectful of this. Strategically charm your community with relevant games, engaging applications and useful information.

By mastering the above, your brand can become a valuable participant in social media conversations. Be strategic and you’ll have personal access to your most loyal customers and brand advocates. Although social media isn’t meant for explicitly pushing sales, it does provide an opportunity to let your brand personality shine. Become a brand of choice, and sales will follow.

Whether you are reinvigorating an existing brand or starting from scratch, colour is a powerful influence on how your customers perceive your brand. Remember, your brand isn’t what you say it is – it’s what your customers say it is. So it’s really important to consider the emotional impression your colours will make.

Colour is a visual language that communicates with us on a subconscious level and can influence our moods and emotions. The impact of colour is based on learned associations that are a product of our experiences, tradition and culture. Therefore when selecting colours for your brand or corporate identity make sure you keep in mind who you want to talk to and how you want to be perceived.

Last year, the issue of colour as intellectual property reached a peak with Cadbury and Darrell Lea, and BP and Woolworths battling it out for rights to shades of purple and green, respectively. This just highlights the power of colour as a highly effective and valuable communication tool.

If you need a bit of inspiration take a look at Colourlovers, which is a great resource that matches your search terms or desired meanings with colour palette options.

Baxter is a leading supplier of pharmacy services and elastomeric infusion devices which help hospitals deliver efficient and cost effective Hospital In The Home services.

Baxter engaged Enso to assist in developing a communications program to support the growing number of Hospital In The Home wards.

STRATEGY/EXECUTION

Enso developed a brand positioning for Baxter’s offering, with support material delivered through video, online and print with a number of Health Care Professional and Patient resources developed.

A planned video series explores the challenges and benefits of Hospital In The Home.

http://thehomecalling.com.au

Hospital in the Home – home antibiotic infusion devices

Moreton Bay Boys’ College engaged Enso to assist them in developing their brand platform and creative expression of their unique educational offering.

STRATEGY/EXECUTION

Enso worked with Moreton Bay Boys’ College to identify and define their brand platform and unique positioning, and then express it creatively in a refreshed visual identity. Logo work, brand advertising and website development followed the initial brand platform work.

Visit Leading Brisbane Independent Boys’ School

As part of their commitment to sustainable business, CUNA Mutual Group Australia established a sustainability program consisting of 4 specific workgroups focusing on workplace, marketplace, environment and community. A visual identity was required to support the program its associated communications.

STRATEGY/EXECUTION

Enso developed a core logo for the program that represented the idea of sustainability and the human contribution of the workgroups towards it. This logo informed the visual direction of a series of 4 illustrations, each of which embodies the spirit of its associated workgroup. Workgroup t-shirts featuring the logos were manufactured from organic cotton and printed using an environmentally friendly digital printing process using vegetable based inks.

Coffee and tea packaging and products can offer a great touchpoint for your marketing initiatives. The clever folks over at WDARU have come up with some very creative and fun teabag designs for the consumer tea lover.

When we produce coffee and tea brand reminders for our clients at enso they are always received well and generate good exposure. Something to consider in your channel mix.

Via: designboom

This is one of my all time favourite presentations on the fundamentals of branding, and a great piece of design as well.

At Enso we direct clients to this presentation all the time, especially when they come to us with an obvious gap that needs to be bridged between their business strategy and their brand design.

Download the presentation by Marty Neumeier here.

Marty Neumeier’s book The Brand Gap, is fantastically succinct, and an absolute must have in every brand or marketing manager’s library.  It’s one of the most worn books in Enso’s brand, marketing and strategy library and is an inspiring read every time I pick it up. A great reminder of what brings innovative brands to life.

If you don’t already own this book, and you work with a brand in any way, you need to own it!

Check out and buy the book from Amazon here! The best money you’ll ever spend on your brand (besides coming to Enso of course!).

Baxter Healthcare Australia required a creative strategy to introduce Australian physicians to their adhesion reduction solution. The creative execution was required to resonate with the target audience of healthcare professionals, as well as work unbranded in wider public adhesion awareness campaigns. Adhesions are unwanted bands of scar tissue that can stick or bind abdominal organs to one another. They often form after and in response to surgery and can cause life long complications for patients.

STRATEGY/EXECUTION

Enso developed a creative approach that represented externalised adhesions to emphasise their impact on both patients and healthcare systems. The communications strategy included video, online and trade show exhibitions.

http://www.asimplesolution.com.au

Inverness Medical Innovations Australia required an updated brand identity for their Panbio portfolio of dengue fever diagnostic tools. The brand approach was required to reflect the previous visual identifiers used, communicate the company’s premium offering and market position, and move the brand into the online space where research and purchase decisions are increasingly made.

STRATEGY/EXECUTION

Enso worked simultaneously on a refreshed visual identity for the product portfolio as well as an online communications strategy. The two aligned closely in an approach that reflected the products’ market leading position as an innovator in the diagnostics industry. The project saw the launch of panbiodengue.com – an online dengue resource designed to leverage the increasing use of the internet and provide a valuable communications platform for product reps, distributers and end users. Other touch points included included in the project included product brochures, packaging, email communications and trade show exhibitions.

http://www.panbiodengue.com