Category

Branding
25
Sep

3 Ways to Create a Stronger Personal Connection in Your Branding

If a brand has depth, it means the brand can connect to the human psyche on multiple levels. It’s a more meaningful, complex relationship. Depth isn’t established instantly. It takes time and strategy. Companies can create this depth in stages using a variety of tactics from a variety of angles. Here are three examples of...
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30
Jul

Six Costly Branding Mistakes that Can Tank Marketing Initiatives

Savvy Chief Marketing Officers (CMOS) productively manage a variety of marketing functions. Email campaigns, website optimization, and content strategies all take forethought and planning. An effective branding process is another integral aspect of a successful long-term marketing strategy. Without a strong branding message, companies lack focus and flounder unnoticed by potential clients. Why then, when branding...
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30
May

Effective Branding for Start-ups

One of the first challenges a startup business faces is developing an effective brand strategy. Unfortunately, many business owners don’t think enough about branding, if at all. It just sort of happens by accident. By including brand development in your overall marketing plan, you will be ahead of the startup curve. Here are three simple...
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04
Mar

The Importance Of Brand Personality 

Brands, much like humans, have certain personality traits. The personification of a brand that evokes certain emotions in customers is what builds brand equity. Brand personality is not applicable just to large corporations; this branding strategy can help small businesses and startups as well. What are different types of brand personalities? Customers show loyalty towards...
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03
Dec

How To Create The Right Brand Image

Branding has equal importance for both small and big businesses. It is the process by which you define the business to the internal members of the company, as well as external groups (customers, investors, clients and so on). You could also term it as the “identity” of the business; based on the understanding that it...
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22
Oct

The Benefits Of Blogging To Increase Your Brand Awareness

Blogging is extremely useful for building and maintaining your brand identity and brand awareness online. Incorporating a business blog in your marketing plan will provide instant exposure to your brand on various platforms especially with search and social media. Start with creating content that is of interest to your audience. Your blog articles should be...
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07
Sep

How Much Should You Change Your Logo to Avoid Disaster?

The basic elements of initial branding usually have to involve bringing elements of assimilation so your prospective customers can recognize your company logo and business methods in an instant. What happens, though, when you want to rebrand all of that after using the same brand for decades? We’re already starting to see major companies make similar changes...
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Use Your Senses in Branding
13
May

Use Your Senses in Branding

A majority of product purchases are initiated or completed based on emotions. Therefore, branding must create a memorable, emotional connection with customers. A fascinating new book, “Brand esSense,” by Neil Gains addresses how brands are built and strengthened through senses, symbols, and stories. Humans rely on our visual senses to understand our surroundings, unlike our four-legged friends...
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Who are Your Superconsumers?
15
Mar

Who are Your Superconsumers?

Market segmentation often involves many parameters, such as demographics, income, and geographical location. When sales of a brand begin to show signs of lagging, a firm often ramps up branding and marketing efforts to convince non-users and infrequent customers to make a purchase. However, a recent study by Eddie Yoon and co-workers (Harvard Business Review, March 2014)...
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How to Design a Marketing Strategy for Launching New Products
22
Feb

How to Design a Marketing Strategy for Launching New Products

Many firms invest the necessary effort to define the company’s business strategy through its vision, mission, and values. Successful businesses also will design a marketing strategy for new products and services. One way to consider growth opportunities is through the Ansoff Matrix. In a classic article in Harvard Business Review (1957), Igor Ansoff describes four...
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