Build A Solid Marketing Foundation
All construction must begin with a solid foundation otherwise you risk erecting a structure that requires constant maintenance and repair. Creating a solid marketing plan is no different. Jumping directly to program execution without producing the necessary foundation increases your risk of missing your target and wasting your marketing dollars. ... more >>
Time to Freshen Your Brand
Branding is always mentioned when we speak with clients, but I have found that very few companies really understand what a brand is and why it is important to their overall marketing strategy. Branding is very important to your business and possibly the most important asset you can develop. A ... more >>
The Name Game
Many companies consider the process of naming their product or company in one of two ways: a minor exercise that can be done quickly or a major effort that is frustrating and costly. In reality, naming does take some effort and can be frustrating, but it does not have to ... more >>
The Myths and Benefits of Brand Identity
Your business’s brand identity is an extremely important factor in the success of your business. If that is the case, why do so many small business owners avoid developing a brand for their business? There are three myths that many small business owners believe that can seriously damage their success. ... more >>
Corporate Identity, Brand Identity or Brand Image
These three terms are often confused with one another, when in reality they are quite different. Is one more important than the others? Does every business have all three? There is a difference that dictates how each should fit into your marketing effort.
Corporate identity is concerned with the visual aspects ... more >>Be Different, Get Attention
The purpose of marketing is to get attention from your target audience for your products and services so that they want to find out more and potentially do business with you. In order to get attention, you need to sometimes be a little daring. If you look and act the ... more >>
Create Your Company’s Identity
To many, a brand is an intangible concept that is associated with an image, such as the Nike® “swoosh”. That definition is too limiting, and for many of us who own service-based businesses, brand is an important concept that should be part of your overall business strategy. Your brand is ... more >>
Should You Update Your Brand?
Every once in a while a business owner calls me to discuss the pros and cons of updating their brand. The conversation ranges from developing a new logo (image) to completely revamping what their company stands for (identity).
Your brand is meant to be a reflection of your company, not just a ... more >>
