Dwayne Wade of the Miami Heat is a marketer's dream. He's a three-time All-Star and MVP in just 4 years in the league. He's been named Sports Illustrated "Sportsman of the Year" in 2006. He's landed endorsement deals with Converse, Gatorade, Lincoln, Staples and T-Mobile.
But what marketers really love about Wade is his brand identity. Hip and charismatic. No tattoos or urban attitude. And he's a family man.
How do you build a mega-brand like Wade? Follow 6 mini-concepts that make your brand distinctive and direct all your marketing efforts:
Concept #1:
Know Your Product Inside and Out. Buiding a brand is like making your own little Frankenstein. It has a name, representation, loyalists, non-loyalists, icons, steps to obtaining, and feelings along the way. The more "personality" you give to your brand, the quicker and better it will sell. In Lincoln automobile ads featuring Wade, he helps kids who play ball without physically playing.
Concept #2:
Uncover Your Point of Difference. This is that one, elusive trait that so many businesses never find. It instantly sets you apart from your competition. It is what your best customers want. It will bring sales home to you like a faithful dog. Wade is known foremost for his level-headedness; a current Gatorade ad takes you through the mental obstacles that face him on the court.
Concept #3:
Discover Your Core Target Audience. These are the people that make you want to come into work every day. They're the most likely to buy your product; they're the most likely to fuel your soul. Wade's core target is young adults age 16 - 24; his marketing relationships will reflect this.
Concept #4:
Collaborate from the Heart. Marketing partnerships can be very powerful. And they can be very damaging. Align your brand with brands that deserve to be seen with you, and you will have a brand you can brag about. Converse is not the largest shoe manufacturer; Wade endorses Converse because he loves their shoes.
Concept #5:
Collaborate Using Your Imagination. You know your favorite brands; now make sure they make sense for your business. Think: what other companies have the same core target audience, but are not direct competitors? T-Mobile is an NBA sponsor, allowing its brand and its spokesperson, Wade, to be featured in trademarked NBA gear — a 3-way calling.
Concept #6:
Leverage Media. Depending on your type of business, be sure to consider all media options — from buying advertising on bus sides to submitting articles in trade publications to blogging. Are there ways you can leverage several media outlets at once? Absolutely! Google is creating an online community for Wade that goes beyond traditional, independent web sites to a Wade-branded "portal site" that offers several capabilities (like web searches, customized promo messages, and sports feeds) to his loyalists.
Obviously building a brand requires steps within these 6 concepts. But when tackled one by one, these steps are simple, empowering and create a big picture for your aspiring mega-brand and its marketing. Need help building your brand? Email us today at info@boostyourbottomline.com
© 2007 BoostYourBottomLine.com
WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Marketing Spitfires Holly George and Leslie Hamp are creators of the Fast Track to Marketing Mastery program. To learn more about the step-by-step program, and to sign up for their *FREE* Marketing Mastery Success Kit, visit www.boostyourbottomline.com
Wednesday, February 21, 2007
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