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Branding is a squishy but valuable concept
| Even if you are a writer, not a marketing wizard, it's helpful to know what branding means.
Branding is a challenge, because it has to do with knowledge at many levels-not just concepts, but emotions and experience.
"What is your brand?" is a character, or identity, question. In other words, "What is it about you that makes buyers choose you over the competition" as opposed to: "How can you get people to buy from you?"
Peter Altschul's work with General Mills' Cheerios brand included perceiving the  product itself as a character in a story. "What does Cheerios want?" he asked, analyzing consumer messages. The answer was, "Cheerios wants to be a Mom."
I love this story, because it shows the playfulness and creativity of a real understanding of branding. What about you? What sort of character is your brand?
Tough-minded, dressed in hip boots, drinking dark ale, and ready to be out on the road? A hard-working physician assistant in blue scrubs who wants to be a school nurse?
 Why do your clients, customers, or patients turn to you? What is the story of your brand?
See you in May!
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| Jane Sherwin is a professional writer specializing in marketing materials for health care and wellness. In addition to in-depth articles, brochures, newsletters and web content, she also provides e-mail marketing services. Visit About Worddrive for more information. |
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Offer: Writing Your History
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Remember this: your history is a story, and few can resist a story. Stories underlie the claims you make about the services you offer.
Through April, 2011, I'm offering a consultation and content development for your history for half the usual price, whether you already have a short piece in place, or are thinking about a new and much longer history to stand on its own.
This can mean quite a savings, so contact me soon to learn more.
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Jane came through when I needed her to do a complicated job with a deadline looming. She interviewed subjects and developed concise and interesting autobiographies. Jane is creative, well-informed, and a quick study. She went out of her way to make the results extra-special. Her newsletter on writing to increase readership is very helpful.
Barbara Passero, Director, Sandpiper Creative, Boston, MA |
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Working Trip to Honduras
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 Just returned from a team working trip to El Hogar, a wonderful school and home in the amazing country of Honduras.
Painting walls, laying concrete, teaching and playing with children. I recommend it!
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