Gone are the days when companies could hide behind a few carefully crafted collateral pieces as their main form of expression (“Here, take one of our brochures”). With the advent of the internet, blogging, YouTube, podcasting, and a plethora of social media, companies are now expected to talk (and talk, and talk)! But this new […]
When creating a new company, product or service, many entrepreneurs treat the naming of their business as an afterthought or final detail that needs nailing down before the big launch. With this thinking, the success of a new business hinges entirely on the business model and the plan of action, with little value placed on […]
Just what is proper branding worth to a new company or startup? Is it really all that important? Is it just a name, and if so, why not use the employee suggestion box and simply give the winner a free lunch or a day off? (It wouldn’t be the first time!) Branding Adds Value to […]
Each week frustrated business owners call me, exhausted from their latest company naming marathon. They’ve spent dozens (if not hundreds), of hours in valuable staff time churning out endless lists of ideas, suggestions, brainstorms, etc. The results? A hodgepodge of names with no rhyme or reason to them, little or no group consensus, a lack […]
After the wild ride that was ’08, many business owners are asking themselves just where to invest their time, energy and money in the new year. From dealing with hundreds of business owners each year, here are a few suggestions… 1. Listen More. For many businesses and industries, this past year was more than a […]
Who are you? Central to the business of naming and branding is the core issue of identity. And never has this issue been more relevant than in the past several months. Most of the time we give our identity, both corporately and personally, very little thought. We offer a product or service, people buy it, […]
Branding a small business or start up can have it’s share of challenges — the two biggest ones being lack of money and know-how. Here are some inside tips from a branding expert on how you can do the job yourself, at a fraction of the cost. 1. Identify your company’s “pivot point.” In a […]
One of the most common mistakes in company branding occurs when business owners tie their corporate identity to cyclical products and services instead of their key strengths and attributes. In other words, they become famous for what they do instead of how they do it. This strategy might succeed in the short term, when a […]
Create a Brand Message Many business owners spend the majority of their time, money and energy promoting their products and services instead of building their brand message. If your main emphasis is on your product offerings, then you don’t have a brand, you have a commodity. And commodities are cyclical – or worse, they can become outdated. […]
Improve Your Image and Your Bottom Line When asked, most business owners will admit that their companies have changed, adapted, and evolved over time to better serve their clients’ needs. While these natural course corrections lead to entirely new products and services, the original corporate identity often remains in place. An old, static image can […]
One of the most common refrains I hear when naming a new business is “I’ll know the right company name when I hear it.” That may or may not be true. It also may or may not be wise! Why is that? Because it makes the assumption that you know exactly what you want. When […]
Build Your Identity on Core Values for Enduring Financial Success Many business owners spend much of their time, money and energy promoting their products and services instead of building their brand image. If your main emphasis is on your product offerings, then you don’t have a brand, you have a commodity. You are most likely […]
