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Building a brand personality for your company that actually resonates with people is not easy. All the consultants and gurus will tell you, “you gotta be authentic.” “Don’t fake it.” “Be true to yourself.” But what does that mean? And what happens when your authentic self isn’t a very effective marketing tool? I’ve seen my […]
Building a brand personality that’s genuine, authentic, AND effective. Read More »
How do you know when the alignment of the planets has gone completely askew? When the guys from Duck Dynasty are featured in GQ magazine. Yessir. The Robertson clan has risen from the swamps of Louisiana to the pages of GQ. On one page you have Bradley Cooper, “the prettiest man on the planet,” throwing the
Cammo brand personality (Duck Dynasty goes high fashion.) Read More »
What does it take to turn a typical small business into a powerful brand? Why do some businesses — with relatively mundane products and services — take off, while others stagnate?
Often it comes down to personality. Or lack thereof.
Small brands, big attitudes. How to create an XXL brand personality Read More »
Recently we had a client who didn’t like the photos we had taken for her website. She didn’t appreciate the fact that we had done something different than the usual, corporate head shot. She said they didn’t look “professional enough” — didn’t think it was good personal branding. The problem is, her idea of “professional”
Effective Personal Branding — The corporate head shot is not the ticket. Read More »
At some point in time, every entrepreneur, every marketing director and every business owner will need a name — for something. Might be a new product. Maybe an entirely new business, or a side hustle. Maybe you need a name for a blog or a company podcast. Maybe you’ve written a book that needs a
How to choose a brand name you can bank on. Read More »
Apparently, I have peasant feet. At least that’s what the nice sales person at REI told me as I was buying a pair of Keens. That comment inspired me to use that brand as a good branding case study. Here’s how the story goes… Back in medieval Europe, peasant’s feet were short and stubby, with
Keen Footwear is a great branding case study. If the shoe fits. Read More »
I think all entrepreneurs should study advertising. Entrepreneurs are full of ideas, and advertising is an industry of ideas… Ideas on how to build a brand. How to build credibility and authenticity for existing brands. How to engage an audience and convert leads into sales. It’s those big ideas — paired with exceptional execution —
How to build a brand… First, own an idea. Read More »
A lot of small businesses have been driven out of business by big box stores over the years. If you’re running a retail chain like Walmart you can spend a half a billion dollars a year flooding the airwaves with advertising in order to sway public opinion and build credibility for your brand. Small companies
How to build credibility for your brand, one chapter at a time. Read More »
When you look at companies — large and small — that have become successful brands, you’ll notice strength, consistency and often superiority in three key areas: Relevance, Credibility and Differentiation. Let’s look at the 3 key elements of branding and see how companies combine them into a winning recipe for sustainable growth. Elements of Branding
3 key elements of branding: Relevance, Credibility & Differentiation Read More »
You say tomato, I say tahmahto. He says branding, she says marketing. No doubt, the language of marketing and branding can be very confusing. It has been for more than 50 years… An article in the Journal of Marketing way back in 1969 cited a clear problem with the imprecise, vague and misleading language of
Back to Basics (A working definition of Branding and Brand) Read More »
