Welcome to “Model Champions,” the place we dive deep into the artwork and science of constructing unforgettable manufacturers. Be part of us on Promoting Champions TV as branding gurus share their secrets and techniques to creating model loyalty and driving affect. Uncover the methods behind iconic model tales and learn to stand out in a aggressive market. In the present day our host, Morgan Yonge spoke with Vinh Huynh.
Vinh Huynh
Founder at DRVN Media & Advertising and marketing
Web site Handle: https://drvnmedia.com/
Brief firm description:
We’re a boutique digital advertising and marketing, and artistic company. Everybody on the company has had enterprise / big-agency expertise. Some nonetheless work full-time jobs, some freelance/contract full-time. The mission of the corporate is to turn out to be profitable sufficient the place everybody can work much less hours, make full-time pay, and repair the purchasers they honestly wish to work with.
How do you assist a model keep consistency throughout a number of channels and platforms?
If the model feels totally different on each platform, it’s not a model. It’s a gaggle venture the place nobody talked to one another. So we begin with a transparent model positioning and messaging information. Then tailor that voice to suit every channel with out shedding the model’s identification.
Are you able to share a rebranding venture that taught you helpful classes about model identification?
I’ve received a brand new shopper beginning (I feel, pending signature of SOW) that has been round since 1974 and rode onerous on their identify. However that left the door open for lots of competitors to return in. So the brand new house owners knew they wanted assist. Nevertheless, I even needed to shift their mindset of ‘our services and products are our enterprise’ to them being within the enterprise of aspirational residing, and their services and products is simply how they monetize that viewers.
What methods do you utilize to construct and keep model loyalty in a aggressive market?
Loyalty comes from connection. We create content material that hits, experiences that stick, and types that really feel human. If folks see themselves within the model, they’ll come again.
What’s your strategy to navigating a model disaster and rebuilding belief with audiences?
The first step? Cease the BS. Step two? Cease making excuses. Step 3? Acknowledge and repair it by telling folks what they f’d up and what’ they’re gonna do totally different. Manufacturers don’t lose belief as a result of they mess up. They lose it as a result of they faux they didn’t, then are low cost in attempting to repair it. Have a look at Verizon or the cell business basically. They’re principally simply churning clients and other people hop each few years. Why? That’s the size of their cellphone cost plan, they usually know leaving will get them a cellphone improve cheaper. Plus, they’re all publicly traded in order that they make determination not on the longterm image however the short-term ‘what’s this gonna do to my valuation,’ they usually all promote the identical factor at about the identical high quality, and at about the identical value. Most individuals understand it, but the entire cell carriers attempt to push ‘high quality’ of their cell service. So that they’re caught and to extend income as an alternative of offering extra worth, they simply increase costs, break guarantees, con folks into including gadgets/traces they by no means needed, and so forth. Then when Verizon apologized they did it half-heartedly and didn’t do sufficient as a result of fixing one thing means doing extra than simply compensating what was taken away. Not one of the manufacturers are doing something to make customers really feel like they belong to a tribe… and all of us really feel like these are my choices so simply select one. The one that may crack the code will crush the others.
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