A company’s brand is their promise to their marketplace. You have a brand, whether or not you choose to control it. Your customers have perceptions of the products and services you offer. Branding strategy is about how you can control those perceptions–how you create and maintain an image—shaped by establishing a timeless promise, consistently communicating [...]

Brand experience is the culmination of all branding efforts—the sum of the visual, verbal and experiential encounters with the brand.

Are you on the same page as your customers?
The brand experience is created in the mind of consumer. A satisfied customer is one that keeps coming back for more while recommending your product or service to [...]

A brand is an organization’s promise to its marketplace. The personality of a brand makes it unique and is important for increasing the brand’s connection to its audience.
A brand’s personality is the way in which the brand aligns with its audience’s values and beliefs. For instance, banks tend to be competent, serious, and masculine; and [...]

As technology advances, the world is getting smaller and smaller. It is now possible to reach global audiences with the click of a button and it seems that everyone is taking advantage of it.
So is going global as easy as having your website and brochure translated into a different language?
Not quite.
Communicating with a global audience [...]

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 [...]