Posts Tagged ‘Branding’
How to Win When You’re Playing “The Name Game”
Is the name of your business a good fit today? Will it still be a good fit tomorrow? These are important questions, because you don’t want to get stuck in a situation like Overstock.com, which finds itself having to run ads explaining to people that they aren’t just a purveyor of overstocked items. Although the…
Read MoreDoes How You Sell Represent Your Company Well?
Customer experience is increasingly a key differentiator in acquiring and retaining customers. But, too often, we look at customer experience in a very narrow way, we think of it as their experience in using our products, after they have purchased them. The customer experience begins long before the first purchase a customer makes. Of course…
Read MorePatience: The Missing Key to Brand Awareness ROI
We’re living through the most data-driven era of business and it’s having a significant impact on marketing departments of all sizes. Now more than ever, marketing leaders are under pressure to prove that each of their activities have definitive, measurable returns. And while there are plenty of marketing activities that can be tied directly to…
Read More8 Key Characteristics of a Successful Brand Ambassador
Getting the word out about a new and upcoming brand can be difficult in this day in age. There is such a saturation of information through a wide range of mediums that people often seem to ignore everything. Luckily companies have been coming up with creative marketing strategies to adapt to the changing times. While…
Read MoreJobs-to-be-Done Branding to Find Your Positioning
“People don’t want to buy a quarter-inch drill. They want to buy a quarter-inch hole!” -Theodore Levitt This quote has become something of a rallying cry for marketers. We don’t want to just push our features; we want to market to our customers’ results. However, Levitt’s quote is from the 1960s and companies are still…
Read MoreThe What and Why of Brand Positioning Statements
In theory, the brand positioning statement is something an entire company can get behind. However, in practice, there’s so much confusion around the term that leads marketers and executives to end up with ineffective statements. When done correctly, brand positioning statements can be powerful tools in businesses of all sizes. But that means going deeper…
Read MoreLessons Learned from a Breakthrough CEO
Disruptors are the innovators of the market. The ones who bring change and stand out from competitors in their respective industry. No matter the industry, there will always be challenges in developing a brand that can sustain growth and competition. So how does one stand out in an already saturated market? Disruptor and CEO Tom…
Read MoreInfographic: Branding for Small Business and Startups
My thanks to customlabels.net for this useful infographic on brand identity for small business. Earlier in my career I consulted for Apple Computer. I watched how zealously they guarded all the details of the big brand identity. It’s refreshing to see in this infographic some useful tips for minding branding for small business and startups.
Read MoreHow to Be the (Best) Face for Your Brand
In an ideal world, our products and business plans would speak for themselves, and all we would have to do is drop them into the laps of investors and watch the funding roll in. But let’s be honest: Our products aren’t great conversationalists, they don’t know how to answer follow-up questions, and they certainly don’t…
Read MoreHow to Embrace Brand Citizenship for Purpose and Profit
Any-sized business can practice social good. Yet, “businesses have traditionally looked to customers and employees to advocate for their brands. Today, the equation has flipped. More and more, customers and employees demand that brands advocate on their behalf, for the things that matter most to them.” Anne Bahr Thompson, the author of Do Good: Embracing Brand Citizenship…
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