Archive for the ‘Branding’ Category

The One Thing Every Power Brand Gets Right (And Most Businesses Get Wrong)

Think about the brands you most admire. The ones you’d never consider leaving. The ones you recommend without being asked. Now ask yourself: what do they all have in common?

It’s not the biggest marketing budget. It’s not the flashiest logo or the most polished social feed. It doesn’t really have anything to do with any single tactic or channel at all. What the most powerful brands in the world all have is something more fundamental than any of that and is the foundation on which every great brand strategy is built:

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Which comes first? The Brand or the Branding?

This is the second installment in a series from Reuben Rink on effective branding.

In the first part of this series, JG went over the importance of brand consistency to building trust, loyalty and recognition. In part two, I’d like to dig deeper into the two terms that often seem interchangeable, when, in fact, they are different elements — brand and branding.

There’s a certain intuitiveness to this, but even experienced marketers can get confused about the distinction between the two. So let’s knock out a quick definition of each. (more…)

Same Brand, Every Time: How Brand Consistency Builds Customer Trust

This is the first installment in a series from Reuben Rink on effective branding. Stay tuned for more insights on building a better brand.

Many brands struggle with the fact that their products or services may not be that different from their competitors. So why do some brands thrive while others fall short? What really sets you apart is how your brand shows up (or doesn’t) with customers and prospects.

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Pushing Past “Here for You” Pandemic Messaging

Getting your brand noticed is all about breaking through the clutter to arrive at messaging and positioning that is unique, memorable, and compelling. During the current pandemic, there are many brands – large and small – who have lost sight of this at a critical time. You may have noticed that so many ads look and sound remarkably the same right now. In fact, it’s difficult to tell them apart. If you’re not quite sure what I’m referring to, all you need to do is check out this video mashup, care of YouTube’s Microsoft Sam.

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Know What You’re Really Selling

Posted on by Guest Author

By Ron Joyce, President & CEO, Joyce Farms

When you sell a product, the first thing you have to do is figure out what makes your product different, what makes it unique. My father started our company in 1962, and as I got older and joined the business I saw the need to take us in a direction that would make us stand out from other poultry producers. I saw that the industry was moving toward a race for faster, cheaper, increased production. The result was a uniform type of chicken bred to grow fast (so it consumed less resources) and with a big breast (so it provided more of the meat consumers wanted). But I didn’t want to do what everyone else was doing – I wanted to bring something new and different to the market. That was flavor.

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Is Your Brand Consistent Across Communication Channels?

Written by Kit Falvey

The way marketers think of “brand” has evolved over the years. While the average person may think of “brand” primarily as a company’s logo or name, savvy marketers understand that the concept extends far beyond a simple visual representation. Brand encompasses how your customers perceive your products and services, and how you communicate who you are and what you offer as a company – it’s what distinguishes you from the competition. Your brand is communicated visually and literally in your print materials, website, emails, and social media pages – it’s also communicated experientially through the way your company conducts sales calls, handles customer service issues and even answers its phones.

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How To Tell Your Story…Every Brand Has One

Written by Kit Falvey

The components of a good story are as ancient as the art of storytelling. Interests and audiences change over time, but a good story always delivers a unique and memorable message. A good story changes readers’ perceptions. A very good story motivates their actions.

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