Note: As part of this series, I offer market examples to illustrate each concept. Some are fairly extensive, so I’ve chosen to exceed the four-minute mark in favor of quality (hopefully). After all, they reinforce my points, and I like credibility. Welcome, friends, to Part 3 of this three-part series on brand development. …
Note: As part of this series, I offer market examples to illustrate each concept. Some are fairly extensive, so I’ve chosen to exceed the four-minute mark in favor of quality (hopefully). After all, they reinforce my points, and I like credibility. In Part 1 of this series, we considered how a company’s mission,…
Note: As part of this series, I offer market examples to illustrate each concept. Some are fairly extensive, so I’ve chosen to exceed the four-minute mark in favor of quality (hopefully). After all, they reinforce my points, and I like credibility. Much of the work I’ve been doing for a tech startup lately…
I made a mistake when I started this business. I marketed myself as a copywriter. That was wrong. Here’s why. People often hear the term “copywriter” and think of someone who puts the print in advertising. The fact is, I rarely, if ever, write ads. Therefore, to commit to “copywriter” as a freelancer…
Relax, Dorothy, this yellow brick road doesn’t have to be complicated. Right? There are a lot of elements to consider when it comes to branding. I’ve found that these three—value propositions (VPs), unique selling propositions (USPs), and positioning statements—tend to be the most misunderstood, even compared to company mission and vision (which is…
In his book Swim With the Sharks Without Being Eaten Alive, renowned businessman Harvey Mackay shares a story about the time he was invited by former Notre Dame football coach Lou Holtz to join the team for a road game. Holtz had his players dress in jacket and tie as public representatives of the…
Note: I was fortunate to have a support network in getting my business off the ground, and I’m happy to pass along the favor to others doing the same. So, the posts in this series will be slightly longer than the promised four-minute read rather than mailing it in for the sake of a self-imposed…
Note: I was fortunate to have a support network in getting my business off the ground, and I’m happy to pass along the favor to others doing the same. So, the posts in this series will be slightly longer than the promised four-minute read rather than mailing it in for the sake of a self-imposed…
Note: I was fortunate to have a support network in getting my business off the ground, and I’m happy to pass along the favor to others doing the same. So, the posts in this series will be slightly longer than the promised four-minute read rather than mailing it in for the sake of a self-imposed…
You don’t need to be a career marketer to know how important branding is to your business. Colors, logo, tone, culture, mission—all of these and more represent who you are to the world. But, it all starts with a name. Strong, catchy names can perform up to 33% better on the stock market than…