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Unexpected Branding Opportunities

What can you do to create unexpected branding opportunities? Charitable marketing efforts can make your brand memorable and create buzz.

ducks-flying

In any business, there are the expected branding opportunities, television commercials, radio, signs in the store, and even employee shirts. But some unexpected branding opportunities give you a chance to make your brand stand out.

The first thing to consider is what your brand manifesto requires. Is it fun, innovative, brash, friendly, kind, or in your face? Now look around, what’s an everyday item that you can make special? For instance, almost all businesses use receipts of some sort – what does yours say about your brand? Most have the company name, some might have a logo, and very few find a way to be unexpected. This is your opportunity to stand out from the crowd.

Shop Local Anyone?

Say your brand manifesto is about shopping locally – can you cross-promote other local merchants at the bottom of your receipts – or on the back? What about offering local trivia on your receipts? If your brand is friendly or kind, can you offer a compliment of some sort on the receipt? Chinese Fortune cookies have done this for years – and even people who don’t like the cookies often break them open to find their fortune. Why not do the same thing on your receipt?

Trash?

What about your customer’s trash receptacles? If your brand is about the environment or resources, you ought to make sure you’ve got recycling options available – and don’t stop just at making them available put messaging to reinforce your brand on them. That way you’re getting twice the play, you’re saving the environment, and you’re making sure that your brand is getting the “credit.”

Branding Opportunities for Holidays

branding opportunities
Branding Opportunities for Earth Day

Pay attention to the national holidays – find a way to celebrate them with your customers. I was pleasantly surprised on April 17 (Earth Day) to find myself shopping at Target. When I was checking out, the cashier offered me a free reusable shopping bag for my purchases in celebration of Earth Day. While I probably wouldn’t have noticed it was Earth Day, my heart was warmed by the gesture – and note, I’m still talking about it. So pay attention to the big holidays – but pay even more attention to the small ones. What can you do make yourself and the holiday memorable?

Charitable Marketing

If your brand about working with a (or a series of) charities then, you’ve got a golden opportunity. We’re all familiar with the round-up ask at the cash register (which by the way is an excellent way to raise money for your charity of choice), but why not find a way to pair your charity with your product in some way? Can you set it up so that when your customer buys widget x you donate 5% of the profit to charity y? How about a sale that offers your products at a slightly less than typically reduced cost, but gives school supplies for local schools every time a purchase is completed.

Find a way to make it something in return, when your customers do something and charity gets something. Then tell the charity what you’re ready to do and ask them to tell their supporters. You’ll find people walking through your door you’ve never seen before because the charity sent them.

What can you do to interject your brand into unusual places and spaces? Because it will make your brand memorable and create a little buzz, which all brands need more of. What unexpected branding opportunities have you seen that have made an impression?


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Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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  1. Hi,
    Totally agree with your blog that branding is very hard today and the idea of branding with action -not words sounds good.
    Visit fifth time on your blog and really impressed by the way its written.
    Honest work and full of information.

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