We spend so much of our time helping companies develop and strengthen their brands that we almost take it for granted that a brand is one of the most important elements of any organization, product or individual. However, we realize that many companies don’t understand or appreciate the importance of a brand, especially when it comes to spending decisions. So, every once in a while, we like to take a step back to remind our audience why a brand is important in the first place. Continue reading “Harnessing the Power of Your Authentic Brand Identity”
Tag: brand identity
Creativity Means Nothing if You Can’t Deliver on the “Brand Promise”
Inc. magazine recently put out an entertaining list called “Top 9 Brand Blunders of All Time.” Most of these blunders were one-off decisions or short-term campaigns that had a major—and negative—impact on an established brand. These blunders highlight some key mistakes, both practically and conceptually, when it comes to branding. Continue reading “Creativity Means Nothing if You Can’t Deliver on the “Brand Promise””
Creating a Lasting Brand Image
Why do some brands become cultural legends that stand the test of time, while others ebb, flow and eventually sink? The brand is the cornerstone of any business and is, unfortunately, often misunderstood. That is possibly why the brand is also often so mismanaged. Brands are not, are not, ARE NOT logos, taglines or corporate colors. Brands are not advertisements. Brands are not Facebook pages. Continue reading “Creating a Lasting Brand Image”
Twitter Profile Best Practices
I’ve been spending a lot of time on Twitter lately – both on my own accounts and working with clients to help build and leverage theirs. On Twitter, as with other social media, your profile rules. Those few words you say about yourself really help to position you in the social media space and send an important message to followers and potential followers. One of the most common – and sometimes puzzling – errors I see on Twitter (interestingly, not quite so often on LinkedIn) is Continue reading “Twitter Profile Best Practices”
Can You Brand Yourself? The Short Answer – No.
This question was posed on LinkedIn recently, and the majority of responses were predictable. Most people said “yes.” Simple enough question–easy answer. But, let’s think about it a bit. I took a slightly different approach to the question. “Yes” would be a valid answer to a question like: “Can individuals have a brand identity?,” I think. But, the answer to the question of whether individuals can brand themselves is a bit more complex and is the same answer I would give organizations interested in establishing strong brands. The short answer is: “No, we do not brand ourselves.” Brands are created Continue reading “Can You Brand Yourself? The Short Answer – No.”
Multi-Image Brands
Typically when experts talk about brand strategy they focus on the creation of a single image or personality for the brand–creating a clear, compelling message for the market. And that approach seems to make logical sense. But, not all big brands follow that logic and I’ve often found this to be intriguing. Take Budweiser, for instance. For many years Budweiser has been a stalwart presence among SuperBowl advertisers with a variety of ads that incorporate Continue reading “Multi-Image Brands”
Branding From the Inside Out: Two Critical First Steps
Generally I advise clients to view their organizations, products and services from the “outside in.” In other words, they need to put themselves in the position of their desired audience and consider what is important to their audience, rather than what is important to them. Too often I’ll hear organizations talk about how they need to “communicate our Continue reading “Branding From the Inside Out: Two Critical First Steps”
Banished brand – “Wisconsin, Live Like You Mean It”…or maybe you don’t…
Wow! The state of Wisconsin – the state where I was born and still live – spent $57,000 recently to develop a slogan and logo to promote state tourism. And now they’ve trashed it. Why? Who knows. But my guess would be that Continue reading “Banished brand – “Wisconsin, Live Like You Mean It”…or maybe you don’t…”