Building Customer Loyalty is Critical to Brand Survival
THAT’S MY BRAND, AND I’M STICKIN’ TO IT
Over the life of your business, either you will build an ever-increasing loyal following, or your business will end. There’s no treading water when it comes to building customer loyalty. If you are not constantly growing your customer base, you are losing it. Satisfied customers, singing...
Measuring Customer Loyalty is Critical to Brand Survival
I’LL BE BAAACK! – OR – HASTA LA VISTA, BABY!
We’ve all heard about the contractor who says “It looks fine from my house,” but the homeowner who has to live with it will never hire that contractor again. Sometimes bridges burn so quietly, you may not realize you are losing customers, especially when you are...
Brand Marketing Strategies Have the Same Goal
ALL ROADS LEAD TO ROME - FROM DIFFERENT DIRECTIONS
Every Brand Market Strategy is aimed at selling more product, plus gaining and maintaining customer loyalty, but they go about it in different ways. Is it the best or the least expensive? Does it provide superior service, or is it the only one of its kind?...
Product Branding – 5 Keys to Success
KNOW THE PLAYING FIELD – THEN SWING FOR THE FENCES
The results of successful product branding are all around us every day. Certain icon brands became synonymous with their products, like Kleenex with facial tissue, and Xerox with copying machines. Other brands imply high quality, such as Tiffany and Mercedes. Still, others bring to mind speed...
Branding Yourself Requires Consistent Messaging
YOU ARE WHAT YOU TWEET – OVER AND OVER AGAIN
Today, branding yourself, “self branding,” or “personal branding” can be achieved by business professional and the average person through skillful and repeated use of social media. Ten years ago, to brand yourself, you needed to write a book, be a politician, appear on TV, or be...
Branding Your Business is a Multi-faceted Challenge
THE BRANDING MESSAGE IS MUCH MORE THAN OWNERSHIP
The cowboys used branding in the old west to identify their cattle and horses. When particularly excellent beef was identified with a brand, the brand itself gained value. After a while, it was expected that beef under that brand was going to be excellent. The repetition...
Branding Services Abound – Know What You are Looking For
GET THE RIGHT TOOL FOR THE RIGHT JOB
They say the folks who made the most money during the gold rush were selling shovels. The branding “gold rush” of today is no different. If this was written twenty years ago it would be called Marketing Services Abound. As we advance into the twenty-first century,...
A Great Brand Story is Engaging, Entertaining and Educational
A BRAND STORY – MAKE IT MEMORABLE, NOT A PITCH
Today people are looking for the story behind the brand. Where did it come from? How did its founder market it? And how did the public perceive it? Unlike a pitch about features and benefits, a brand story takes you to the often humble origins of...
How to Talk to Your Logo Maker
A PICTURE IS WORTH A THOUSAND WORDS - WHAT ARE THEY?
Thousands of logo makers would love to design a logo for your company, product or service. Most have artistic talent, imagination and experience in making logos for other companies. Many people who have never made a successful logo think they can do it themselves. It’s fun...
Sales: The Life Blood of Every Brand
THE BEST BRAND IN THE WORLD STILL NEEDS TO BE SOLD
Today, there is a lot of focus on Brands and Branding as if that alone would make your business a success. You often hear, “That brand just took off!” or, “That brand has a giant following!” like it was some kind of popularity contest, based on...
Building a Brand – 11 Essential Building Blocks
START WITH A FIRM FOUNDATION
Today, there is a lot of talk about building a brand. It seems like brands pop up over night, especially on the web. Most brands, however, take years to become established. Some companies even buy up defunct brands because they may still have some brand equity...
Brand Design Starts at the Drawing Board
BUT IT DOESN’T END THERE, NOT BY A LONG SHOT
There are lots of good brand designers out there who think that good brand design is about a nice logo. Great brand design, however, is comprehensive, continuous, consistent, and starts at the conception of the product itself. Brand design should involve every aspect of your product....