Year: 2016

So you’ve read my post “Four Signs You’re Ready to Rebrand” and answered “yes” to one or more of the questions. Time to design a new logo, right? Wrong. The first step in the process, and the most important, is conducting brand research. What Is Brand Research (And Why Should You Do It?) Before you… Continue reading What Is Brand Research? (And Why Should You Do It?)

One of the key components of successful branding is the art of building trusted relationships with your audience, yet it becomes harder and harder to do. Storytellers are Spin Masters. Celebrities are Paid Endorsers. And Politicians are Pivoters as this recent article in the Washington Post so clearly points out. Every product review is suspect, and even Science… Continue reading Branding in the Age of Cynicism

An employer brand is the way your organization’s prospective applicants, candidates and employees perceive you as an employer. In simpler words, it’s the process of building an image of being “a great place to work at” in the minds of prospective candidates and employees. It is a long-term strategy that establishes an organization’s identity as… Continue reading Employer “Employee” Branding

Sometimes re-branding is about a name change. In 2002,  the fruit-growers board persuaded the FDA to change the name prunes to “dried plums.” It’s the same treat but now it has more cachet, and costs a bit more. Changing the name brought about a change in public perception and market acceptance, particularly by a younger demographic.… Continue reading Prunes Just Weren’t Cool: How Rebranding can Increase Market Success

Critically important. Here’s why.   Every company has a brand. Every brand has value.  Millions of marketing dollars are spent each year on establishing brand awareness in the minds of consumers.  But it’s employees who have the greatest power to make or break a brand. Employees shift the message from a concept to a positive… Continue reading How Important is Employer Branding to an Effective Corporate Marketing Strategy?

You’re watching TV and the voiceover stops you in your tracks. Its grit and resonant tone are so distinctive you know without seeing a face that it’s Christopher Walken touting the vehicle. Walken is an actor known for his unique roles; a man who is as far from cookie cutter as you can get (think:… Continue reading Stars and Cars: Escapism as a Marketing Method

Non-profits aren’t selling products or services like other organizations. They’re selling a mission, a goal, or a belief in a cause. This can create a branding challenge for NPOs — which also usually operate with smaller budgets. Here are some branding tips for non-profits that maximize their strengths while keeping costs low. Aim for the… Continue reading Branding for Non-Profits

What is a Brand Archetype? As professionals in this industry, we understand various brands and their specific allure for a consumer. Essentially, there are 20 brand archetypes into which everything can be sorted: from breakfast cereals to talk show hosts. Read my earlier blog post on brand archetypes here. Politics aside, I thought it would… Continue reading Brand Archetypes and the Republican Race

I’ve frequently written about the importance of employer branding, especially as the economy improves and top talent has more power in deciding where to work. Employer branding also impacts employee engagement, which drives productivity and profits. But some people still aren’t clear on what exactly employer branding is. Here are the basics to get you… Continue reading What Employer Branding Is – And What It Isn’t

Employer branding is the promise an organization makes to its employees. Just as a consumer brand tells the public what the brand stands for, an employer brand speaks to employees – from the newest hire to the CEO – and to potential employees, the job-seekers whose first encounter with a company may be through its… Continue reading Important Employer Branding Statistics

It’s January, the time of year to take stock of your business and goals for the year. Besides upgrading your software or buying a new printer, you also should look at your branding. Whether you want to redesign your website, extend your brand into social media, or align your internal communications with your consumer advertising,… Continue reading Four Signs You’re Ready to Rebrand

Last December, I looked at how the greatest global brands celebrated the holidays — Coke was bubbly while Apple fizzled. How have both companies improved their holiday game? And who are their biggest rivals? Car brands stuck in first gear Several car companies rank very high on Interbrand’s 2015 list of most valuable global brands.… Continue reading Are The Best Brands the Best at Holiday Branding?