The difficult truth about branding

The difficult truth about branding

People don’t really care about your brand. Not one bit. They don’t care how much effort you’ve put into developing your value proposition or positioning statement. Most people will barely appreciate the fantastic imagery you shot, the crafted designs that adorn your...
TECHNIQUE: Brand Audit Survey – Employees

TECHNIQUE: Brand Audit Survey – Employees

It’s important to make sure that your perception of the brand aligns with your entire company. Answer the below questions about your brand. Then send the survey to a cross-section of your employees and see how they match up with your initial responses. If they align...
CONCEPT: Brand Accounts

CONCEPT: Brand Accounts

Here’s one way to look at your branding efforts. Think about them like bank accounts. Imagine that you setup 3 types of accounts: Checking: This is strictly for your sales promotional activities. In-store specials, promotional advertising, email blasts. All of these...

MODEL: Brand Model Canvas

The Business Model Canvas developed by Alexander Osterwalder and Yves Pigneur is a useful too for developing a concise framework for a new or existing business. Here is a modified version that focuses more on branding and activities to help you in your marketing...
What is the promise of your brand?

What is the promise of your brand?

The concept of a Brand Promise isn’t new. It’s a clear articulation of your unique value proposition. It means this is what you’ll get if you buy what we sell. What are you willing to do, provide, deliver that is of value? Simple. But could you offer more? I promise...
TECHNIQUE: Brand Narrative

TECHNIQUE: Brand Narrative

There are a few key lines you should always be able to explain about your brand. Complete the following lines and be prepared to recite them whenever someone asks about your company Our core customers are people who need… [what is the problem you’re trying to solve]...