Want Your Customers to be Loyal, Super, Raving Fans? What’s Your Brand Promise?
Your brand promise is an emotional contract you sign with your customer. Just like a real-world contract, it has qualifications and requirements that you’ve committed to upholding. And, also like an actual contract, your brand promise can bind you to your customer in a meaningful way for months or years to come—and this has big […]
Redefining Your Brand Culture After a Rebrand, Sale or Merger
When you think about a positive brand culture, what comes to mind? You might envision some of its tangible manifestations, like bean bag chairs or Friday happy hours. While admittedly fun, these examples unfortunately only scratch the surface of what brand culture means. A truly positive brand culture goes beyond words on paper and […]
Persona Branding Accelerator Masterclasses
Branding is NOT marketing or design but the bedrock foundation underpinning your whole business so these branding masterclasses are perfect for helping you accelerate your brand growth because they’ll help you re-evaluate and make your brand strategy stronger. In fact, 60% of branding is perception and only 40% is about your product or service. […]
5 Red Flags That It’s Time For A Brand Audit Health Check
A brand audit is the methodical examination of the current health of your brand. How strong is it? Is it communicating consistently? When a company takes measures to improve brand consistency, it typically results in an average revenue increase of 23% [1]. However, if your branding is inconsistent—or worse still, nonexistent—overall performance is poor […]
Listen Up: 7 Ways To Amplify Brand Power Using Sound With An Audio Logo
What does your brand sound like? Does its audio logo reflect a modern, digital presence or a timeless, classical one? Perhaps it’s as sophisticated as a clip from Beethoven’s “Eroica” [1] or as country western as a Johnny Cash hit[2]. “Called audio branding, sonic branding, sound branding or acoustic branding, cognitive studies show that […]
Boring Brand? How To Create a Unique Brand and Market Positioning
Brand Positioning is not a new concept. Identified by Jack Trout and Al Ries in 1980, brand positioning is recognized as one of the most effective ways to become a market and industry leader. Since the “Positioning: The Battle for Your Mind” [1] book was published, thousands of companies used the concept to formulate a concise […]
What’s In A Brand Name? Lessons Learned From 5 Brands Who Made A Change
A strategically selected brand name can convey immediate and implicit value. It can command attention and communicate meaning. Though a brand is comprised of many elements, from the brand promise and brand mission to the brand voice and brand personality, the brand name instantly triggers thoughts of all of these components in the mind of […]
How To Use Brand Ambassadors To Open New Revenue Channels
A brand ambassador or brand champion is like a marketing ninja: subtle and enigmatic, moving within your target customer base inconspicuously but constantly working in your favour. When used effectively, brand ambassadors can be one of the most valuable and profitable parts of your brand strategy, connecting you with new fans, going to bat in […]