Practically everyone knows the word, ‘slogan.’ You may have also heard the term, ‘tagline.’ Even if you aren’t intimately acquainted with these words, you probably realize they have something to do with marketing. You can be forgiven, though, if you don’t quite understand the difference between the two words, as it’s not uncommon even for […]
What Makes a Good Logo? When you hear the word ‘brand’ there’s a good chance you may have mentally pictured one or more classic logos from well-known companies—perhaps the Nike ‘swoosh’ or the cursively written Coca Cola. It’s only logical that you do so. After all, a logo is nothing more nor less than the […]
From time to time, you may have heard the phrase ‘value proposition.’ If you didn’t (or still don’t) know what that is, you aren’t alone; many business owners have a hard time nailing it down. Yet unless you accurately identify your company’s value prop, your promotional efforts will never be cohesive, nor as effective as […]
You may know exactly what your brand stands for. But does your team? As the people who interact with your customers every day, your employees must be fully aware of your brand message and how to represent it. This encompasses everything you do and everyone you touch: from the pitch, to customer service, to email communications, to the way we dress when meeting with customers and prospects. […]
“A brand should strive to own a word in the minds of the consumer.” It’s one of the key messages in Al and Laura Ries’ book, 22 Immutable Laws of Branding. I use this gem in every marketing and branding presentation I give, with national examples (Volvo, FedEx, Nordstrom) and a few locals (Beef O’Brady’s, […]
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