Hardnut Explains Your Complex Products and Services
We Tell Your Brand Story So Customers Perk Up, Instead Of Zoning Out.
Hardnut Explains Your Complex Products and Services
We Tell Your Brand Story So Customers Perk Up, Instead Of Zoning Out.
"THE GENIUS IS IN MAKING THE COMPLEX SIMPLE." Albert Einstein
- Why are the wrong customers buying, and not more of the right ones?...
- How do I get everyone on our team on the same page?...
- How can I build a truly great brand that people see and they just “get it”?
These are common questions asked by CEOs alike.
- Why are the wrong customers buying, and not more of the right ones?...
- How do I get everyone on our team on the same page?...
- How can I build a truly great brand that people see and they just “get it”?...
These are common questions asked by CEOs alike.
A Brand is Much More Than a Logo, Fonts, Colors, or a Website.
An effective brand is memorable and clear.
Telling your company’s story gives it this level of impact, and will influence customer buying decisions.
The quality of your brand is key to the success and survival of your business.
Most companies don’t know how to tell their brand story. They go to market with a vague idea. Established, high-growth companies also experience branding problems. Over time, the brand becomes unrecognizable to your customers.
Watered down branding can cost a company millions of dollars in lost business. The reasons include:
- Not attracting enough customers or the right customers.
- Inability to gain customers’ loyalty.
- Must sell products at reduced prices.
If customers don’t trust the brand, they won’t pay a premium price—or any price, actually.
A Brand is Much More Than a Logo, Fonts, Colors, or a Website.
An effective brand is memorable and clear.
Telling your company’s story gives it this level of impact, and will influence customer buying decisions.
The quality of your brand is key to the success and survival of your business.
Most companies don’t know how to tell their brand story. They go to market with a vague idea. Established, high-growth companies also experience branding problems. Over time, the brand becomes unrecognizable to your customers.
Watered down branding can cost a company millions of dollars in lost business. The reasons include:
- Not attracting enough customers or the right customers.
- Inability to gain customers’ loyalty.
- Must sell products at reduced prices.
If customers don’t trust the brand, they won’t pay a premium price—or any price, actually.
"MAKING THE SIMPLE COMPLEX DOESN'T TAKE INGENUITY. MAKING THE COMPLEX SIMPLE, NOW, THAT'S INGENUITY." Ernie Zelinski
The brand must communicate the value of what you bring to the market that is unique, compelling, and valuable. Otherwise, your customers won’t know why your products and services are superior, or why they should buy from you.
A clear brand message is only one issue. Getting the message out to the target audience is another. It’s usually left up to the CEO or another “Explainer-in-Chief” to spread the word. But, CEOs are busy people. They get pulled in many directions. They have other people and priorities competing for a limited slice of their time. Meanwhile, customers are shopping or looking at your company 24/7. Leaving the brand message in the hands of only one or two people is not sustainable or scalable.
"MAKING THE SIMPLE COMPLEX DOESN'T TAKE INGENUITY. MAKING THE COMPLEX SIMPLE, NOW, THAT'S INGENUITY." Ernie Zelinski
The brand must communicate the value of what you bring to the market that is unique, compelling, and valuable. Otherwise, your customers won’t know why your products and services are superior, or why they should buy from you.
A clear brand message is only one issue. Getting the message out to the target audience is another. It’s usually left up to the CEO or another “Explainer-in-Chief” to spread the word. But, CEOs are busy people. They get pulled in many directions. They have other people and priorities competing for a limited slice of their time. Meanwhile, customers are shopping or looking at your company 24/7. Leaving the brand message in the hands of only one or two people is not sustainable or scalable.
Here are some of the symptoms of when companies lose their brand identity:
- A company merger or acquisition
- Sales have flat-lined
- Sales teams do not have a reliable source of leads
- An unorganized sales flow
- An outdated website
- The CEO or “Explainer-in-Chief” is burning out and overloaded
To overcome these issues, you need a brand that amplifies your company’s unique strengths. You need clear messaging that your team can get behind, and that reaches your target audience anytime, anywhere.
Here are some of the symptoms of when companies lose their brand identity:
- A company merger or acquisition
- Sales have flat-lined
- Sales teams do not have a reliable source of leads
- An unorganized sales flow
- An outdated website
- The CEO or “Explainer-in-Chief” is burning out and overloaded
To overcome these issues, you need a brand that amplifies your company’s unique strengths. You need clear messaging that your team can get behind, and that reaches your target audience anytime, anywhere.
Hardnut Advertising Builds Strong Brands
Hardnut Advertising has the experience to transform a watered down brand into one that attracts quality leads and drives sales.
We help your business create a clear branding message that will:
- Make sales conversions easier
- Increase the market value of the business
- Generate new customers
- Improve customer loyalty
- Increase employee satisfaction
A quality brand builds trust between your company, employees, and your customers. For example, a Forbes research survey reported that consistent branding increases revenue by 23%.
Hardnut was able to encapsulate the essence of what makes BuildPay special – which is a bit complex – and make it simple and memorable.
JACK MAGED
Here’s Where Hardnut’s Branding Expertise Helps You
1 Increasing Sales Opportunities
We “clone” the CEO or whoever handles promoting the business. Not literally, but we create brand messaging that resonates with your target audience. Your refreshed digital presence drives new business as though your CEO was pitching 24/7.
2 Consistent Branding
We help you rediscover your “special sauce.” It's a blend of your USP (Unique Selling Proposition) and values. Then we create memorable positioning and brand messaging. Your customers find you through all offline and online channels, mobile devices, and social media platforms. We make sure your brand stays consistent across all customer touchpoints.
3 Advertising to Support Branding and Attract More Customers
Together, we’ll create advertising strategies that bring in new customers. As your branding partner, your success is our success.
"We thought we knew what a brand was. They showed us that a room or a van could be a brand - when it screams who you are."
"We asked for a postcard to promote season subscriptions (tickets). They gave us something you wouldn't just read; you'd probably want to keep."
"I SAW THE ANGEL IN THE MARBLE AND CARVED UNTIL I SET HIM FREE." Michelangelo
Here’s Where Hardnut’s Branding Expertise Helps You
1 Increasing Sales Opportunities
We “clone” the CEO or whoever handles promoting the business. Not literally, but we create brand messaging that resonates with your target audience. Your refreshed digital presence drives new business as though your CEO was pitching 24/7.
2 Consistent Branding
We help you rediscover your “special sauce.” It's a blend of your USP (Unique Selling Proposition) and values. Then we create memorable positioning and brand messaging. Your customers find you through all offline and online channels, mobile devices, and social media platforms. We make sure your brand stays consistent across all customer touchpoints.
3 Advertising to Support Branding and Attract More Customers
Together, we’ll create advertising strategies that bring in new customers. As your branding partner, your success is our success.
"We thought we knew what a brand was. They showed us that a room or a van could be a brand - when it screams who you are."
"We asked for a postcard to promote season subscriptions (tickets). They gave us something you wouldn't just read; you'd probably want to keep."
"I SAW THE ANGEL IN THE MARBLE AND CARVED UNTIL I SET HIM FREE." Michelangelo
Here’s Where Hardnut’s Branding Expertise Helps You
1 Increasing Sales Opportunities
We “clone” the CEO or whoever handles promoting the business. Not literally, but we create brand messaging that resonates with your target audience. Your refreshed digital presence drives new business as though your CEO was pitching 24/7.
2 Consistent Branding
We help you rediscover your “special sauce.” It's a blend of your USP (Unique Selling Proposition) and values. Then we create memorable positioning and brand messaging. Your customers find you through all offline and online channels, mobile devices, and social media platforms. We make sure your brand stays consistent across all customer touchpoints.
3 Advertising to Support Branding and Attract More Customers
Together, we’ll create advertising strategies that bring in new customers. As your branding partner, your success is our success.
"They treat our business like it's their own."
"We asked for a postcard to promote season subscriptions (tickets). They gave us something you wouldn't just read; you'd probably want to keep."
Some Success Stories For Your Consideration
We get excited about watching clients grow as a result of our work and advice. For example:
Hardnut helped the J&J 7-Minute Workout app go from the low rank of 100+ in the App Store to the #1 app in only six months.
Several venture capital firms acquired two of our fastest growing client companies.
Hardnut Advertising helped a client grow from 3 people to over 200 on five continents.
Hardnut campaigns have also appeared in national and global publications like AdWeek, Ad Age, and The New York Times.
Some Success Stories For Your Consideration
We get excited about watching clients grow as a result of our work and advice. For example:
Hardnut helped the J&J 7-Minute Workout app go from the low rank of 100+ in the App Store to the #1 app in only six months.
Several venture capital firms acquired two of our fastest growing client companies.
Hardnut Advertising helped a client grow from 3 people to over 200 on five continents.
Hardnut campaigns have also appeared in national and global publications like AdWeek, Ad Age, and The New York Times.
The Hardnut team treated our business like it was theirs. They have helped us tell our story on our website and in our marketing as well, just as it’s told by our best salespeople.
ANDY BELLAGAMBA
Our Process: Branding, Design, and Implementation in 3 Steps
Hardnut Advertising excels at making "me too", technical brands more relevant and interesting.
For example, we did it for Verizon. Remember the "Can You Hear Me Now” campaign?
Of course, if your brand is already sexy, we’ll help you turn more heads. Here’s how we help your brand in three steps.
STEP 1 Market Research to Uncover Your Company’s “Special Sauce”
The first step is to review your marketing materials and prepare for our Audit and Discovery session. To learn everything about your company, we interview the senior leadership, customers, and partners. Utilizing what we learn from the Audit and Discovery, we uncover what makes you unique in your industry or niche. It’s your “special sauce” that differentiates you from your competitors, and why customers want to flock to you.
"The goal was to get 400,000 new customers. We got 723,000 while becoming part of the public lexicon. We earned millions of free impressions from coverage on CNN, the Tonight Show, Adweek. It went viral."
STEP 2 Clone the “Explainer-in-Chief” and Build the Brand
Next, we create a consistent brand message that tells your story 24/7. Everyone on your team is “reading from the same hymnal." The leading salesperson (CEO, Marketing Director) doesn’t burn out. Your colors, logos, and taglines are the same across all channels.
"We launched our company at a trade show with nothing but business cards. Not sure anyone remembers any of the booths from the show, but people still talk about our cards."
STEP 3 Break Out the Bullhorn
It’s time to tell the world why they should care about your products and services. We do whatever it takes to build your brand. From building a new website, a video, an online or offline campaign, we'll get the word out to get your brand noticed. Building a brand identity requires a strategic approach. Memorable brands, whether it’s B2B or B2C, focus on personal connections and how your product solves a problem, not on the product or service.
"We didn't have a huge budget, but we did get big, buzzworthy ideas. The passport gorilla campaign multiplied our marketing budget with all the free media coverage we received."
Our Process: Branding, Design, and Implementation in 3 Steps
Hardnut Advertising excels at making "me too", technical brands more relevant and interesting.
For example, we did it for Verizon. Remember the "Can You Hear Me Now” campaign?
Of course, if your brand is already sexy, we’ll help you turn more heads. Here’s how we help your brand in three steps.
STEP 1 Market Research to Uncover Your Company’s “Special Sauce”
The first step is to review your marketing materials and prepare for our Audit and Discovery session. To learn everything about your company, we interview the senior leadership, customers, and partners. Utilizing what we learn from the Audit and Discovery, we uncover what makes you unique in your industry or niche. It’s your “special sauce” that differentiates you from your competitors, and why customers want to flock to you.
STEP 2 Clone the “Explainer-in-Chief” and Build the Brand
Next, we create a consistent brand message that tells your story 24/7. Everyone on your team is “reading from the same hymnal." The leading salesperson (CEO, Marketing Director) doesn’t burn out. Your colors, logos, and taglines are the same across all channels.
STEP 3 Break Out the Bullhorn
It’s time to tell the world why they should care about your products and services. We do whatever it takes to build your brand. From building a new website, a video, an online or offline campaign, we'll get the word out to get your brand noticed. Building a brand identity requires a strategic approach. Memorable brands, whether it’s B2B or B2C, focus on personal connections and how your product solves a problem, not on the product or service.
"The goal was to get 400,000 new customers. We got 723,000 while becoming part of the public lexicon. We earned millions of free impressions from coverage on CNN, the Tonight Show, Adweek. It went viral."
"We launched our company at a trade show with nothing but business cards. Not sure anyone remembers any of the booths from the show, but people still talk about our cards."
"We didn't have a huge budget, but we did get big, buzzworthy ideas. The passport gorilla campaign multiplied our marketing budget with all the free media coverage we received."
A First Impression Can Make or Break a Company
You only get one chance to make a great first impression. According to Malcolm Gladwell, author of Blink: The Power of Thinking Without Thinking, the average human will form a snap judgement based on their first impression within 7 seconds.
Hardnut Advertising understands how critical it is for your company to have a high-quality, professional image. We will create exciting, distinctive brands that grab customer’s attention.
One key to effective branding is to use simple plain English that mirrors the language your customers use. We avoid the jargon, inside language, and biz-speak. Instead, we simplify the complex technical language of B2B companies, helping buyers understand your offer.
Whether local or global, we can revitalize seasoned brands or supercharge new ones.
A First Impression Can Make or Break a Company
You only get one chance to make a great first impression. According to Malcolm Gladwell, author of Blink: The Power of Thinking Without Thinking, the average human will form a snap judgement based on their first impression within 7 seconds.
Hardnut Advertising understands how critical it is for your company to have a high-quality, professional image. We will create exciting, distinctive brands that grab customer’s attention.
One key to effective branding is to use simple plain English that mirrors the language your customers use. We avoid the jargon, inside language, and biz-speak. Instead, we simplify the complex technical language of B2B companies, helping buyers understand your offer.
Whether local or global, we can revitalize seasoned brands or supercharge new ones.
Let’s Make Your Business Our Next Big Success Story
© 2019 Hardnut Advertising