Nature’s Lesson
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I can’t help but stare out the window at the landscape, whitened by the heavy snowfall and be awed by its beauty. A day after the storm, our birdfeeder is being visited by cardinals, chickadees, blue jays, goldfinches and the ever present sparrows. If you are a fan of the bird world or just enjoy seeing one while going for a walk, you’ve probably noticed that each species has very specific characteristics.
Each bird has a story to tell and it begins with a signature sound. The blue jay squawks, the cardinal sings and the chickadee repeats its name over and over.
To further distinguish themselves, each bird has a pattern of color that tells the rest of the birds who they are and where they lay in the pecking order.
By now, you’re probably wondering what a discussion of birds, their songs and colors is doing on a marketing communications blog? Well, I got to thinking the other day about branding and why having your own distinct brand is so important. Like so many other things, nature teaches many lessons and it seems to me that the bird world provides the perfect analogy for businesses that are wondering how to express their uniqueness through their brand.
Your brand begins with understanding who you are and what sets you apart from the flock. Are you a male cardinal, brilliant red, announcing to all that you are proud of your position or are you a blue jay, with hues of blue, daring another to try and land on the feeder? Either way, the colors you choose, the words that describe your company and the way you present your business to the world defines your brand. What food do you prefer—sunflowers, thistle or cracked corn? What helps you to thrive—trees, bushes, berries or pine trees? Understanding who you are as a company and what your products or services provide for consumers, defines the brand and makes it clear how to present yourself to the world and create your brand promise.
A brand promise is so much more than a logo—it’s how you take your products or services to market, interact with customers, and respond to the needs of your clients. Once you decide on your brand promise, integrating that into every aspect of your business is job one. Taking that message to the public, so that they relate your business with a positive emotion comes next. Archer Communications understands how to deliver the message through marketing, logo design, web design, Internet marketing and the all important SEO, search engine optimization. Our brand promise is to “Create Demand for Your Brand”.
We ask the right questions, which helps your marketing company understand who you are. Do you want your brand to create excitement? Are you all about comfort or does your product or service provide a convenience for people? Understanding what you are, leads to a brand that truly reflects your promise to the customer. Marketing strategies can then be defined and implemented effectively based on your branding.
So whether your product or service is a regal cardinal or a gentle chickadee, it has a place at the feeder. Enjoy winter’s beauty and the wonders and lessons of the natural world!
Write and tell us what type of bird you most identify with. Hmmm. I think I’m a Great Blue Heron!
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I am a penguin. Like ying and yang. “Yin yang are complementary opposites within a greater whole.” And penguins just make me crack up : )
What a great analogy! Our own personal brands start showing themselves at a very young age.
I’d have to say I’d like to be represented by a shore bird. I have collected birds of all sorts throughout my travels and the ones I gravitate toward are shore birds. I love to watch them dance to the pulse of the waves breaking on the sand.
Can I be a cat instead? =)
You could be a cat, but there has been a long standing disagreement between the bird world and the feline kingdom!
I would have to say a swan. They just fascinate me
From this line of thought, each day that I look in the mirror, I see a different bird.
If I could brand myself, I would choose an eagle because it would be so much fun to soar.
I think I am a lot like my Love Bird–her name is Peach, since her cheeks are a bright peach color. She’s small, but being part of the Parrot family, she’s quite feisty. She’s not afraid to stand up for herself and will go nose-to-nose (or beak to beak) with anyone–beast or human. She’s colorful, as is her personality. She loves to make interesting sounds and can chatter up a storm. But, since she can’t talk, it’s mostly just fun “noise” that comes out of her. (OK, be kind on that one.) Her personality is curious, (she’s been known to fly on my purse, dig down and chew up the dollar bills that she sees peeking out from inside). She’s mischievous at times, but playful and deserving of giving her some “slack”, since she’s just trying to be herself and have a little fun. (…Girls just want to have fu-un…)
She’s extremely loyal and protective of her offspring. Well…she lays eggs that are unfertilized, but will protect them to her death. (She doesn’t know that they’ll never end up being birds.)
Love birds pick a life partner – a mate…that would be me. She is loyal and affectionate and even likes to feed me like a mother bird feeds her babies. I’m a lot like that towards the people in my life who I care about. And – being an Italian Mom, I’ll feed everyone who walks in the door, if I get the chance.
Yup. Looks like I’m a Love Bird.
What a great analogy! Our own personal brands start showing themselves at a very young age.
I’d have to say I’d like to be represented by a shore bird. I have collected birds of all sorts throughout my travels and the ones I gravitate toward are shore birds. I love to watch them dance to the pulse of the waves breaking on the sand.