Lucky you, an extra post this week! Today's guest post comes from Dave Schneider of Ninja Outreach! Ninja Outreach is an all purpose marketing tool that helps with lead generation, content promotion and research, linkbuilding, influencer marketing and so much more!
One day my partner Mark and I sat down to come up with the name for our business.
We really didn’t know much of anything in regards to what makes a good name, so we simply came up with two lists.
One list was all things related to influencer outreach, and included things like:
And another was all things that we “thought” would pair nicely with them. These were largely filler keywords like:
We came up with two lists of a few dozen terms, saw what domain names were available, and eventually settled on NinjaOutreach, because we thought it was relevant to the software we were building and, most importantly, that Ninjas were cool and not offensive.
Following that, we moved on from branding, and in fact, I never really thought that we were building a brand, until it started popping up in different conversations.
“Man, I love the Ninja thing,” one person said to me.
“Yeah, I think it’s cool too,” I answered, a bit perplexed.
But this started happening over and over again, to the point that people were even sending us emails like the following:
It was at that point that I realized, intended or not, we were building a brand.
We were The Ninja’s, and people liked that about us and it became a strength.
And from that point on, it made sense to play to it up as much as reasonably possible, and so we did – which leads me to this article on the various ways you can inject your brand into your marketing just like we have.
Everything really starts with your logo. Whether you have a character or not, there are plenty of text based styles that say a ton about your brand.
A great example is The Suitcase Stories - a luxury travel blog.
The use of cursive, the platinum colors - it all adds up to convey luxury.
And what about ours:
We try not to be overwhelming with our logo and to keep it small, because it is still a website for business professionals.
But no doubt about it - it’s intended to be light, comical, even cartoon-y. The use of emails being thrown combines to accentuate the Outreach portion of the logo. And Ninjas, of course, are known for their agility and speed, which hopefully reflects positively on the software.
In short - don’t underestimate your logo. It’s a huge part of your brand and comes up more often than you realize, as you’ll see below.
A lot of great companies leverage video marketing on their Youtube channels and in their knowledge base.
For example, look at the outro from BareMetrics:
On the surface, it doesn’t look like much, but deep down across many videos they’re building a style.
“Oh, this is a video by BareMetrics,” is what I think when I watch their new product releases. It’s not just the logo as being part of the outro, but the general style that they inject into each video per after effects, music, and flow.
Over the last few months, following their blog, seeing their use of custom images, special video effects, and frankly, the software itself - I’ve come to associate BareMetrics with awesome design. They have an incredibly attention to detail, and for me, it’s a part of their brand. BareMetrics is building their brand through their videos - are you?
Your email marketing
Email marketing is the number one way in which we communicate with our users.
We have over 7000 people on our newsletter, so it’s important that we’re always pushing our brand forward to stay on the forefront of people's’ minds and out of their crowded inbox.
So, once in awhile, I’ll send an email addressed like this:
I don’t do this in every email, but occasionally I might address someone as a Ninja Warrior. The reason, is that it makes people feel like they’re “part of the club”, and people like being members of communities.
Your About Me page
We embrace the fact that we’re “The Ninjas” and address ourselves as such on key pages such as our About Page.
One day, I seriously need to get a picture of every team member in a Ninja costume. But until then, this will have to do.
Your about page is one of the most visited pages on your website - what does it say about you?
Recently we came up with a new Done For You service whereby we do the prospecting and outreach for you.
We called this the Ninja Assistants service.
The service is run by Ninja Assistants
Your account manager is a Ninja Master
Your customer portal is the Dojo
On the surface it may all seem a bit gimmicky, and if we had come completely out of nowhere with this, it really would be gimmicky.
But because this service is an extension of the brand that we’ve been building for the last year, it makes sense. In fact, people expect it, and it’s through the use of our brand that we’re able to add additional credibility to the service.
If you have a new product, course, or service coming out - tailor it to fit with your brand!
How to apply this to your business
A brand is an asset - it something you can leverage across all marketing channels and new product releases. If you’re not building one while you go, you’re missing out on a huge opportunity.
The first step is to identify your brand - what is it? What do you want customers to think of when they think of your?
The next is to inject it throughout your marketing until it sticks!