"Required reading" for today's smart writer.

"Required reading" for today's smart writer.
Information & inspiration to hone your craft and increase your cash...Since 2009

Wednesday, September 23, 2020

What WGN Channel 9 News Teaches us About Branding

 


Contrary to popular belief, branding does not require complicated measures, a massive amount of money or MENSA intellect. As a branding coach and blogger for many years, I can definitely attest that for today's writers and entrepreneurs, branding can be successfully achieved primarily through three key components.

(Which we will discuss later on in this post).

According to Brandingmag.com, "Branding is a marketing practice in which a company creates a name, symbol or design that is easily identifiable as belonging to the company. This helps to identify a product and distinguish it from other products and services."

BRANDING SIMPLIFIED

When I think of branding, I am reminded of the uniqueness of poet e.e. Cummings; who distinguished his work by writing in lower cased letters. Or Seth Godin, whose hugely popular blog posts on marketing typically range around 250 words (brief but substantive). Or even the way that the Dollar Tree Chain is recognized for selling cheap merchandise for just a buck.

Put simply, branding boils down to differentiation. Get the idea here?

WHICH BRINGS US TO WGN CHANNEL 9 NEWS COVERAGE...


Though WGN 9 (local news outlet in Illinois), covers many of the same political stories, world events, and garden-variety criminal activities as other news channels, their style differs. In fact, it's probably the only news station that is truly innovative. That's funny as well as serious.

Daily segments are presented in such a way that viewers can expect to be "entertained" as well as enlightened. And I dig that. With all the sadness and madness around the world today, we need to be reminded of the good; to see through a broader lens; to have a periodic break from all the bad stuff and dismal stats. 

ADDITIONALLY CHANNEL 9 NEWS COVERAGE PROVIDES

  • Cooking segments with local restaurant owners and cookbook authors
  • Musical performances 
  • Interviews with people making a difference in their communities
  • Playful banter with reporters, meteorologists, guests, etc.
  • Coverage on fun places to go and people to see in the city 
As bloggers, we can take note and apply.

HERE ARE SOME SIMPLE WAYS TO BRAND BETTER AND DIFFERENTIATE OURSELVES FOR A MORE COMPETITIVE EDGE:


METHOD:
THROUGH A CLEVER NAME OR TITLE
EXAMPLE:
EAT THIS POEM

METHOD:
STYLE
EXAMPLE:
SETH GODIN'S BRIEF BLOG POSTS

METHOD:
CLEVER SLOGAN
EXAMPLE:
BOUNTY-
"THE QUICKER PICKER UPPER."

Though there are various aspects to branding, these are the 3 major components to successful execution:




CONSISTENCY


Have you ever noticed how often you see the same commercials repeated over and over while watching your favorite TV programs? The constant repetition helps to reinforce the advertiser's message and (hopefully) make you want to buy what they're selling. Likewise, as bloggers, we must be consistent in getting our names "out there" in front of our target audiences, to be remembered, stay competitive and remain relevant. This can be achieved through weekly blogging, guest posting and social media promotion.

CREATIVITY


Creativity is just a matter of "thinking outside the box."  Of tapping into your various talents. 
Of "reinventing the wheel" so to speak.

UNIQUENESS


We are all different. That's what makes us special and individual. Branding often requires that we understand our U.S.P. (unique selling point) and how it allows us to be competitive and of value. 
It also demands that we have the courage to take an unusual approach; sometimes go against expert advice or take risks.

In conclusion...

Branding is really not rocket science.
Keep these tips in mind for a blog (or business) that is "newsworthy" and profitable.


Thoughts? What would you add here?


Image credits: Pixabay.com



5 comments:

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  2. Love the parallels here, Jen. Good stuff. Rethinking some of my branding lately, actually, so this is timely. I recall a graphic designer I know mentioning how branding is like telling your story in a condensed manner. More to it, of course, like you said, but that stuck with me too. We get WGN here in north central KY, so I'll have to watch their news sometime to observe their style. Thanks for sharing this. Have a good weekend! :)

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    Replies
    1. Karen,
      Glad you found this useful. If you do tune in, I would recommend the early a.m. or mid-day coverage. They are the best segments that channel 9 offers. Thanks much for stopping by.

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