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 [...]

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 [...]

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 [...]

One quality of effective branding strategy is a brand’s visibility within its marketplace. A brand must be accessible to its marketplace therefore be visible. Maintaining a visible brand is important not only for potential customers, but existing customers as well. Consumers need to be constantly reminded of the brand so it remains top-of-mind when it [...]

In today’s society, we are bombarded with messages. Some are invited, messages we want to/have to read or watch, but the majority are unsolicited, forced upon us around invited messages.
Nobody wants to read long copy. Especially in a marketing piece.
Since most people receive more than 2,000 unsolicited messages a day, sending a brief message as [...]

A brand is more than just logo and corporate stationary. It is intertwined within the entire organization—from how employees answer the phone to how the stationary is designed to the style and tone of the emails that are sent. An organization’s long-term business plan is no exception—the backbone of the plan should include the plans [...]