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.

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

Every year, Enso donates creative marketing, design and production services to select charitable causes.

We are very happy to have recently worked with the fantastic Y4K committee, providing creative design services for the promotion of the 2009 Redkite Y4K Colour Ball.

The Colour Ball, an annual evening of exciting entertainment and networking with young Sydney professionals, is shaping up to be a memorable event in 2009 with the theme of “Ultra Violet”.

It all happens on Saturday 4th July at Sydney’s Darling Harbour, so gather your friends and enjoy one of Sydney’s best nights out for a great cause.

Redkite supports children, young people and their families through cancer.

For more information, and to secure your tickets, visit the website at http://www.redkite.org.au/colourball

Hope to see you there.

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

Top tier Australian law firm, Clayton Utz, required a relevant and engaging message for their 2007 Season’s Greeting campaign. Over the previous few years, the firm has been sending progressively fewer hard copy greetings, and more electronic greetings.

STRATEGY/EXECUTION

Enso Consultancy developed a campaign concept around the message of environmentalism and the commitment Clayton Utz has made to the conservation of paper. The hard copy card featured a ‘cut out’ paper tree to draw attention to recycling, and a driver to an online version featuring a ‘paper tree’ animation. Hard copy card recipients who followed through to the electronic greeting were given the opportunity to elect to switch to receiving electronic greetings in the future.

OUTCOMES

The campaign presented a unique and engaging season’s greeting in both hard copy and electronic format. Promotion of firm’s commitment to environmental conservation was also achieved. A significant number of hard copy recipients elected to receive future greetings in electronic format which will further assist in the reduction and management of the firm’s environmental footprint.

IMIA required a print advertisements campaign to increase awareness of the Triage TOX point of care drug testing system.

STRATEGY/EXECUTION

Enso designed general product awareness advertisements to appear in key industrial and occupational safety publications. The advertisements focus on developing awareness of the key benefits of the system within specific target markets.

The University of Sydney and Clayton Utz co-host an annual Internal Arbitration Lecture. Enso Consultancy was engaged to apply a strategic approach to the communications related to the event.

STRATEGY/EXECUTION

Enso Consultancy developed an umbrella brand for the annual event called “Universally Speaking – the language of resolution”. This brand was applied to all communications regarding the event to help develop consistency, recognition and brand equity amongst the global audience. Specially designed invitations are delivered in both hard-copy and electronic format. The electronic invitation incorporates an online event registration facility. A website was built to provide an online source of information about past and future lectures.

OUTCOMES

The lecture has gained significant brand recognition, and the online registration facility has simplified event administration. The website has become a popular resource amongst businesses with cross-border activities, legal practitioners, students, and the media, further enhancing the brand equity of the event and the association of The University of Sydney and Clayton Utz.

http://www.ialecture.com

Luxury hotel, InterContinental Sydney, engaged Enso Consultancy to develop and conduct a campaign to help them achieve a greater understanding of their customers in order to make more informed marketing decisions.

STRATEGY/EXECUTION

Enso Consultancy developed an online survey targeted at InterContinental Sydney’s existing database of customers. The survey was delivered to customers through email with every participant receiving an incentive voucher upon completion. Survey results were graphed and analysed to gain insight to customer decision influences. The survey and voucher delivery was handled by Enso’s Cannonball e-communication platform.

OUTCOMES

The incentive and easy to use design of the survey resulted in an exceptionally high response rate. The resulting graphs and analysis provided a deeper understand upon which future product offerings can be based.