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Category: Branding

Building a Brand: It’s More Than a Tagline and a Logo

When you think of the word, “brand,” some very big names come to mind. Nike, McDonalds, Disney, Ford, Microsoft, Coke, just to name a few. We all have very distinct associations with these brands whether we use the products or services they provide or not. By simply watching TV, being on our cell phones, walking […]

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Delivering On Your Brand’s Promise

It is a fiercely competitive world out there. Today’s customers are savvy, sophisticated, and have high expectations for the brands they love. And, as we all know, customers are in the driver’s seat and choose one brand over another for reasons beyond just the product or service provided. They have a TON of options and […]

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Building Brand Ambassadors

Here’s a sobering fact about our industry: as a general rule, people don’t trust brands. But, people DO trust other customers. A recent Nielson study showed that 84 percent of people trust recommendations from friends, family, and colleagues over other forms of marketing. Think about how much more impactful and persuasive it is to have a customer […]

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Finding and Defining Your Brand’s voice

You might not have thought about it in this way, but your brand has a voice. By voice I mean the tone and essence of your brand – its style and personality – the way it is communicated through words and even images. A brand’s voice is what motivates and engages audiences, creates loyalists and […]

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Blog to Build your Brand

Do you blog? It’s a great tool to connect with your fans and build your brand story. If done well, and if it includes information that resonates, a blog can build familiarity, affinity, and trust with current and potential customers. Additionally, it gives you material to share on your social platforms and helps with SEO. […]

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RELATIONSHIP MARKETING: Brand for share of heart

Marketing is an ever-changing, ever-evolving business. It’s fast, on-trend, and won’t be the same industry next year as it is today. Frankly, that’s one of the many reasons why I love it. But, when I really look at it, when think back on my 20+ years in the biz, as much as it has changed […]

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MESSAGING: Make sure yours solves a problem

At its core, branding is about one thing: value proposition. Defining what that is isn’t as easy as it may seem. You have to ask a lot of questions: what does your company represent? What does your company do that no one else does? How are you distinctive in the marketplace? Yes, these are all […]

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BRANDING: The key element to marketing your business

When it comes to marketing your business, one of the most important things you have to do is define your brand. Your brand exemplifies who you are as a company, what you value, what differentiates you, and who your audience is. Without clear branding, all of your integrated marketing communications are simply less effective. According […]

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Using the Rule of Twenty for Branding Purposes

The Rule of Twenty may be one of the simplest – as well as one of the oldest – concepts in marketing. It used to be called the “Rule of Seven,” but we’ve upgraded the name to reflect reality. Despite this change, the Rule still rings true today. Briefly stated, the Rule of Twenty simply […]

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