Question

Topic: Branding

Branding An Anti-greeting Card Company

Posted by Anonymous on 12/21/2008 at 2:19 PM ET 25 Points
Hi all,

How do you brand and create buzz for a product that's unusual?

I'm developing a greetings/gift company that sparks conversations among married/committed couples about tough, real life topics like dealing with teens, empty-nest and getting that lovin' feeling back. My tagline is: a clever way to say what matters to those who matter most.

My dilemma is:

1. How create a brand/logo that appeals to baby boomer women in a fun, sophisticated, adventurous way?

2. How do I use my storytelling (as a mediator, baby boomer) as a marketing tool?

3. Would creating a Facebook fan page be an effective way to reach boomers, create buzz, get feedback?

Realizing you may need more info, I'm happy to answer any questions. Getting this positioning correct is essential to building this company and expanding to a lifestyle brand later.

Your insight and help is invaluable. many thanks and happy holidays!

Dina
Charmed Life Cards
ThisMarriageThing.com
[URL deleted by staff.]
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by ilan on 12/21/2008 at 2:42 PM Accepted
    Your web site is everything you try to say you are not.
    Its so corporate looking, I didn't feel any honesty, truth,intimacy, controversy or "anti" anything from it.
    As a matter of fact, it didn't compel me to continue and look deeper.
    So your branding should start from a very clear positioning.
    Your tag line is quite generic, and you are very generic about "the clever way" thing.
    What made you decide to do it? what is the need out there? what answers are you giving? what is the ultimate promise?
  • Posted by Gail@PUBLISIDE on 12/21/2008 at 10:21 PM Accepted
    As far as a logo, in my experience you have to "feel" it's right.

    That being said, you should revise the website to give you -- and most importantly -- your target market -- the same feeling.

    Sincerity will be the driving force in this effort along with creativity, and you will have to show it to your audience on each page, in every photo (I personally would stay away from stock photos) and post.


  • Posted by CarolBlaha on 12/22/2008 at 10:00 AM Accepted
    I can tell you one person you must fusion market with. Loren puts out a great newsletter about conversations -- I'm sure you'd fit in nicely with him. https://www.conversationmatters.com/
  • Posted on 12/22/2008 at 10:33 AM Accepted
    Hi Dina,

    1. Looking at your website, i didn't found anything catchy which would hold the attention of the viewers.

    2. your target market is 'Retired' peoples- what does retired people wants? are there any examples from real life? why those people will visit your website? you need to create a loyalty with them.

    3. Convince them and try to create a forum where people can discuss their own feeling and others can give an advice.


    all retired people need is someone who can listen to them and stay with them in day to day life, where they can converse with them. why not making your website as a medium of conversation.


    thanks

    Pankaj
  • Posted on 12/22/2008 at 12:00 PM Author
    Eureka, the honest feedback I needed. Thanks to all of you. I'm taking your comments to heart and reworking everything.

    I agree a more 'storytelling approach' would work to add authenticity and sincerity. After 17 years writing for businesses I see I have a battle writing in a more personal, conversational tone that invites engagement.

    The blog and greetings company came from me seeing how often a) people in relationship would avoid hard conversations at all cost yet lament no changes;

    b)what wonderful, surprising results can happen when one person is willing to take a risk and start the conversation.

    People get hung up on saying the right words when having the proper attitude i.e I want to experience you differently or start again is what really motivates change, Ilan. Hence the cards and gifts to spark meaningful, open conversation.

    Pankaj, Charmed Life website will include a forum, but perhaps it should be on TMT instead.

    Gail, good to see you here. Sincerity is a tall order; it's almost as difficult to display as respect. Any suggestions?

    Carol, thanks I'll check out that site right now.

    You've given me a wonderful present; thanks!

    Dina
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Branding)