Most business owners know enough about the power of effective branding to know they want it – they’re just not sure what “it” is. To make better sense of the mysterious subject of branding, here are the three key components of any successful brand strategy. 1. Establish your company’s core message and values What…
Gone are the days when companies could hide behind a few carefully crafted collateral pieces as their main form of expression. (e.g. “Here, take one of our brochures.”) With the advent of the internet, blogging, YouTube, podcasting and a plethora of social media., companies are now expected to talk, (and talk, and talk!) But this…
How good are you at telling a story? Not so hot? Well then it’s time to brush up and hone that skill because your business, every business, is basically a story. And how well you tell that story will determine if people (i.e. your customers) will continue to listen or politely walk away. How do…
One of the most common mistakes in company branding occurs when business owners tie their corporate identity to cyclical products and services vs. their key strengths and attributes. In other words, they become famous for what they do instead of how they do it. This strategy might succeed in the short term, when a particular…
Many business owners spend the majority of their time, money and energy promoting their products and services instead of building their brand message. If your main emphasis is on your product offerings, then you don’t have a brand, you have a commodity. And commodities are cyclical – or worse, they can become outdated. With a product/service identified…