Maintaining a strong visual and verbal presence is important for an organization to accurately communicate its brand. A logo should concisely communicate who the organization is and clearly depict its offerings. But what happens when it is time to make a change?
Transitioning to a new logo involves a strategic approach to maintain the integrity of [...]

An organization’s brand is extremely important when reaching out to the investment community. However, branding and positioning are often overlooked with this audience. To gain investors, an organization must present a compelling story or brand that will lead to sales of products or services. This story must;

Align the personality, education, and experience of an organization’s [...]

When positioning a brand, a product, or a service, it is important to consider the elements that effect the way a brand will be viewed in the marketplace. Positioning research is crucial to a successful positioning strategy and begins with looking into the marketplace to discover where the brand, product or service fits in.
Positioning research [...]

In today’s business climate, trust is a critical part of any brand. Consumers have seen so many brands that are major institutions fail because of shady business operations or poor decisions. As the controlling officer of an enterprise, the CEO should embody the brand of the organization he or she leads.
A brand is the promise [...]

Branding strategy is an organization’s promise to its marketplace, a promise which includes the actual product as well as how that product is delivered to the customer. A strong brand leads to a visible, creditable, and profitable business.
Consumer awareness—how a brand is perceived within its marketplace—is crucial to branding strategy. Building consumer awareness helps the [...]

Writing copy that is inviting to readers is vital when crafting any marketing piece. Today’s readers are content scanners. Utilizing the following tips will help make both print and web content more reader-friendly.
Short sentences. Short sentences are easier to comprehend and have more impact. They also make it easier for a reader to quickly move [...]

Every great brand evokes some sort of emotion from consumers. Brands spend millions to achieve this passionate connection between themselves and their audience. Carefully crafted campaigns, stunning visual graphics, catchy tag lines, and the promise of satisfaction all contribute to the emotional punch behind our favorite brands.
How do you arrive at the one element of [...]

When selling a commodity, whether it be insurance, lumber, or apples, branding strategy is more important then ever. Most times, when consumers are making a commodity-based purchase, they are looking at price, convenience, and not much else. How do you shine above the overcrowded marketplace of businesses willing to undercut you to gain a customer? [...]

The recession has been bad for just about everyone. For some it has meant slowing sales and for others it has meant an end to a business. As the economy moves forward and we recover, how do we do business in a new and different marketplace?
For those businesses that have weathered the storm, there is [...]

Complicated brands often need to be architected to be understood. If an organization has more than one brand or one brand with several sub-brands, they must be organized in a way that each portion of the brand maintains scalability, yet remain associated with the parent brand. There are three prevalent ways to structure a brand’s [...]