“My love affair with shoes began when I was 8 years old…” –beginning of my brand story for RoxanneLava.

What is a brand story?
A brand story tells your audience who you are and why you are doing what you do. It presents and connects your brand philosophy and differentiator from your competitors, or what I refer to as your brand “ONLY”. Ideally this information is delivered in an authentic way that connects emotionally with your customer.
The RoxanneLava brand story could be “I’ve loved shoes since I was 8 and now I make them.” Or it could begin with the line above. Which sentence interests you more? Which do you respond to more from your emotional self? If you aren’t a shoe lover, perhaps neither interests you. The point is that YOUR story will be for an audience that does share your passion and you want to entice them to engage with you.

Why is a brand story important?
Today we are marketing to an audience of one. Essentially that means that each of your customers takes an individual path to purchase from your store. Customers today want to know whom they are doing business with. They want a “personal” relationship with two-way communication. Your brand story is the thing that will invite, build and enhance that relationship.

How do you create a brand story?
Start with writing a paragraph or notes on why you do what you do. Focus on what you are passionate about-your passion will invite emotional connection. A good approach is to use a personal experience. It is likely your customers will have had the same or similar experiences and that will allow them to immediately connect with you on an emotional level.
Edit this section down to 2-3 sentences that communicate the essence of your passion in your own style.
Hint: Write as if you were speaking, or actually speak it with the microphone on your computer or smart device. You may need to edit a bit, but this will be a great way to deliver your authentic voice.
Next, do the same with your brand philosophy and ONLY. Remember to use your authentic voice. Edit so you have one brief (4-6 sentence) paragraph.
Test, Test, Test
Try it out on your website, in your conversations through social media or face to face, on your in store materials. Pick and choose pieces to test. Turn your sentences into questions to illicit response. For example, using the RoxanneLava story, I could ask, “Do you have a love affair with shoes?” or “What is your first shoe love memory?”
Continue to revise, update and build your brand story based on your findings. Keep notes as you go so you can create your own personal Brand Story Guide.

What is a Brand Story Guide?
A brand story guide is a document you create that ensures brand consistency. When you are conversing with your customers you want to keep consistent language, voice and style, no matter the communication or the communication channel. If your customer engages with you on Facebook and then reads a description of a product on your ecommerce site, they want to know they are connecting with you.
As you test and edit, create a section for each - language, voice, style. Look at your competitors and analyze their communication on consistency of each area. Take a look at big brands in your category as well. Sephora is an excellent example of consistent communication in language, voice and style across all channels.
Hint - One of the best categories to explore is Small Batch Food/Beverage. Look at small batch breweries and spirit makers especially. Food overall is a category that connects language with product.
You may well need to have a number of people working on your communication, so it may be worth your while to create a “character” for your brand. The character will have particular language, voice and style that is not so deeply connected to you personally. Because the character is based on you but not you, you can allow others to be the voice of the brand.
Hint – Your character may be your logo symbol.
How do you communicate your brand story?
You have your story? You’ve tested it. You’ve refined it. You’ve started your brand story guide. Now what?
USE IT! Use it through each and every channel your interact with your customers. Tailor it for each message AND keep refining and building on it.

​View a 30 minute Facebook Live webinar on Brand Story, or listen to an ONO podcast on Brand story. Need more help visit ONO made in the 191.

Recent research shows that the design of your gift cards, coupons and promos can have a startling effect on sales. It turns out people can really respond and become invested in the imagery you use on your promotional materials AND if they love the imagery, they may not redeem them.  As you approach the holiday surge, let’s consider how strategic promo material design can improve your overall sales strategy.

The purpose of a coupon is to get customers in the store and then get them to buy. Based on the above research, make your coupon and promo imagery general and commonplace, nothing special that will capture the hearts of your customer.  Keep the imagery simple. Use general drawings, stock photos or common holiday themes, colors and motifs with easy to read text and focus on the discount to drive customer use.

The same goes for a promo offer to get customers into your store. If you have a special promo, 2 tees for $30 for example, or a free gift with purchase, use a simple image of the tee, or your in-store display, or the free gift. Include the easy to read text with the focus on the promo, again driving customer use.

Bonus Tip – A free gift with purchase, a 2 for, or a bundle can do double duty at the holiday. Use slow movers or non-sellers as part of the promo and you are strategically working your clearance strategy.

Now let’s look at the purpose of a gift card. First, it provides an excellent customer service. It allows your customer the luxury of giving something without making a gifting mistake. From your financial standpoint, the best gift card is one that is not redeemed.  So based on the above research pull out all the stops for your gift card imagery. Make it beautiful, outstanding and unique. Tug on the recipient’s heartstrings. Create something no one wants to part with.
What have you got to lose? If the recipient redeems their gift card, your business has 2 satisfied customers and it is very likely they will become a repeat customers. If the recipient keeps the card, you have 2 satisfied customers and a financial bonus in your books.

Bonus tip – Gift cards don’t have to look and feel like last minute after thoughts. Make your gift cards special with professional quality printed cards. Consider the card stock and envelope quality in addition to the printing. Can you add special processes like metallic or embossing?  Consider offering a luxury experience through the card. Go even further. Provide a box, beautiful gift-wrapping and ribbon.

Approaching your promotional media strategically allows you to focus your customer, provide excellent value and service, build customer loyalty and gain new customers. Design can make the difference.

​Need help?  Contact: Anne Cecil, ONO made in the 191, [email protected]

A number of sources report that the closing of Toys ‘R’ Us has left billions of sales dollars out there just waiting to be captured. Is this category an opportunity for your holiday business? Let’s take a look.

If you already carry toys take a long hard look at your past few years holiday sales. Consider the % of sales those dollars represent to total holiday sales. If the numbers suggest you have a business you might want to go after an increase here.

First evaluate your assortment, inventory, on order and open to buy. Do you have the bases covered from stocking stuffers to grander offerings?

Do you have enough stock to create an enticing well-displayed Toy department or a carefully curated outpost? Can you pre-wrap some of these offerings for a quick grab and go? Make it festive and easy for your customer.

Don’t try to compete with the big guys, especially on price, but be aware that the top toy trend this year is an extension to last year with animatronic toys high on the list of desirables. Three to look into according to BlackFriday.com are:

1. Fingerlings (especially full size). They have introduced a unicorn to their smaller collection.
2. LOL Surprise offers a LOL Surprise Horse Ride and a Pet series that includes a pony.
3. Hatchimals offer a colleggtibles option that includes a ponette pony with wings.

A group of each could make a great gift outpost as noted above. Let your customers know you have them and sell away. You’ll save your customer a special and stressful trip to the big box. Add free giftwrap (maybe free delivery too) and you are a lifesaver.

Consider a special pre-store promotion for your loyalty customers before you place them on the floor. Offer phone or online orders, free giftwrap and delivery and you just may sell out.
If you don’t really do toys, you may consider adding them this year. Consider the trend above and see if this might be the beginning of a winning holiday category for you.

​Need help?  Contact: Anne Cecil, ONO made in the 191, [email protected]

Holidays are going to be here before you know it. One of the best ways to differentiate your store and encourage local shopping is to offer free gift-wrapping. This services sets you apart from the big stores that either don’t offer or charge for the service. While you can certainly do this all year, Holiday is the time to shine – literally.
 
Here’s how to leverage this tool effectively.
 
First, hire people who wrap beautifully. This really is an art. It is important to hire people who enjoy the process and demonstrate attention to detail. Hire them now, train them and get them practicing.
 
Next, create a Wrap Station. This can become a key visual in your holiday program. Create 3-5 “packages and feature them on the wall above the station. Keep the station active and the activity will attract your customers.
 
Involve you customers in the wrapping experience.  Offer gift-wrapping lessons. Include some DIY opportunities to make your own wrapping paper or decorations. Don’t forget to show how to be creative with ribbon. Present ideas that use unexpected materials. Offer ideas for re-using materials after the holiday.
 
Wrap for a cause. Offer customers the opportunity to donate for the wrap and then donate the dollars collected to a local charity.
 
Down time at the station? Have your team pre - wrap popular gift items for grab and go display.
 
Be Cost Effective with your materials.
 Order gift-wrap, gift bags and gift boxes in a neutral metallic - copper, bronze, gold, silver & pewter are all good choices.
 
For a green alter­native consider brown paper for each.
 
Select a neutral tissue in cream.
 
Select one or two neutral color ribbons, raffia, or twine.
 
What’s left over from the holiday will work throughout the year.
 
How Much should you buy?
 A 24”x85’ roll wraps 40-50 gifts. A 24”x417’ counter roll wraps 175-200 gifts.

Need help?  Contact: Anne Cecil, ONO made in the 191, [email protected]

As we head into the end of summer, I’m reflecting back on the beginning. I spend significant time in a shore town where every dollar in season is necessary for profitability. Summer IS Holiday.
Where I live the season is Memorial Day through Labor Day, but in reality, the season really gets going on the 4th of July. It’s been this way in this place since I was born and that’s a notable amount of time.

​Let me share a short story with you about this past 4th of July weekend. I went to my favorite restaurant for drinks and snacks. This restaurant is one of 3 run by a family that knows how to do experience. They have been successful in my town since the 1920’s.

I walked up to a steadily busy bar to a space that was just vacated by a customer. I was unsure if the customer had cashed out and left, or had perhaps just gone to the restroom. One bartender was training another while I was standing right in front of them. I tried to catch an eye. They actively avoided me. I waited a bit longer to be recognized. They kept on with training. I promptly walked away. I haven’t been back once since. Keep in mind I spend about $70 a visit and generally go about 5 times a season, often bringing friends. At a minimum they lost out on $350. Not much maybe, but also consider they lost out on my friend’s spend and they have no idea how many people I’ve shared this poor experience with and influenced them to avoid this place.

Let’s consider this experience in terms of the one thing an independent has over every other retailer – the opportunity for excellent customer service. The time to have staff on their best game is in your Holiday Season. Hire them early. Work out the bugs before the height of the season hits. Oh and let’s make sure the customer comes first and is acknowledged upon arrival.

If this was my staff, I would not have a trainee on a shift at the height of prime time on a holiday weekend and even if I did, I would make it absolutely clear to my employees that customers come first. The appropriate way to deal with the situation above is for the experienced bar tender to stop the training, greet and settle the customer and then return to training.
Research suggests that the need for holiday help will exceed the pool for holiday help this year. All accounts say it will be a competitive market with the prospective employee getting multiple offers. Determine your needs now! Hire NOW! TRAIN NOW! You control this part of your business completely. If you fail it’s on YOU.

​Need help?  Contact: Anne Cecil, ONO made in the 191, [email protected]