Has anyone ever given you a business pitch in an elevator? It must’ve happened a lot back in the day because “elevator pitch” is now the common term for a brief, compelling synopsis of a business. Most practice owners know they need an elevator pitch, but knowing you need one and knowing how to create a good one are two different matters. One of the best methods E-Rehab has found for developing such a pitch comes from Duct Tape Marketing. It’s called a “talking logo.” You’d be forgiven for assuming a talking logo is an animated and music-backed logo that quite literally talks. Despite the name, a talking logo is actually better described as a verbal logo. It does the same thing your visual logo does. It communicates who you are, what you do, and how and why you do it, but rather than an image, an oral message expresses your essential qualities as a practice. As John Janstch of Duct Tape Marketing puts it, “A talking logo is a short statement that quickly communicates your firm’s position and ideally forces the listener to want to know more.” A talking logo should answer two big questions: “What do you do for a living?” and “How do you do that?” It should be delivered in first person using “I” or “we” and begin with an action verb, such as teach, run, or treat. It should also address your target market directly and describe how you solve a problem for them. Finally, it should close with a description of how you go about solving that problem. Don’t be afraid to let your personality and your practice’s values shine through. The worst thing a talking logo can be is boring. A PERFECTLY HONED ELEVATOR PITCH HOW TO CREATE A TALKING LOGO
COMMON BRANDING MISTAKES That Can Torpedo Your Company’s Image The value of a strong brand cannot be overstated when it comes to growing your business. We call adhesive bandages Band-Aids and cotton swabs Q-tips because those companies excel at creating memorable, trusted brands that consumers can rely on. There’s no recipe for creating a brand so strong that the name of your product becomes common vernacular, but developing a strong, consistent brand is within the reach of every business owner. This is why it’s frustrating to see companies hurt their branding through easily avoidable mistakes. Business owners often deprioritize branding in the early stages of their company, but that’s a dangerous mistake. If a potential customer interacts with your brand and it doesn’t resonate with them, it’s going to be hard to win them back. By avoiding these common errors, you can create a brand that people will support and interact with. BLAND BRANDING “Branding is deliberate differentiation,” says author and consultant Debbie Millman. In other words, don’t create your brand by copying somebody else’s. The best brands stand out. Think about the iconic Nike swoosh, one of the greatest logos in business history. There was nothing like it at the time, and there’s little like it today. SLOPPY COPY Branding is far more than just a cool logo and a flashy website. The words you use to convey your values — and the value you offer customers — are crucial. Bad grammar, weird word choice, and other linguistic faux pas can make you look silly. Make sure you have professional editors look over your copy to ensure it relays your intended message. PLATFORM INCONSISTENCY Have you ever logged onto a mobile version of a website and wondered if you were in the wrong place? When that happens, it’s because a company hasn’t made the effort to mirror their branding across all platforms. It’s one thing to have an irreverent online presence — look to MoonPie’s Twitter feed for an example — it’s another to have such disparate branding that you leave customers confused. A great brand synergizes all aspects of their brand. Share your values, convey clear messages, and provide a professional image. Once you’ve done that, you’re on the road to building a brand that people want to support.
If you want to learn more about talking logos, head to DuctTapeMarketing.com/Your-Core-Difference .
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