Using the Power of Your Brand to Open Multiple Sales Channels

We’ve looked a lot at branding theory and examples, but haven’t spoken much about how to directly monetize it, so that is the topic for the final post of this month on branding.  We’re going to look at several different sales channels, and how you can leverage the power of your brand to create sales or improve the volume of …

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When You Should Forego Branding for Larger Concerns

We’ve talked an awful lot about all aspects of branding recently.  As the month draws to a close, I’d like to address something you don’t often hear about much: the times when you should stop worrying about brand building and focus on other, larger concerns instead.  It’s easy for people to get so caught up in self-promotion that they lose …

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Some More In-Depth Branding Tips

We’ve looked a lot at general branding; do’s, don’t, examples of great work by companies, and some not so great work.  Today we’re going to look at some more in-depth branding tips that go beyond the simple ‘be consistent’ tips that most basic branding advice seems to boil down to.  In no particular order, here are a few: Develop a …

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When to Seriously Consider a Full Re-Branding

We’ve been taking an in-depth look at branding this month, but there is one important aspect we haven’t spoken about in quite a while that we should definitely revisit: re-branding.  While people obviously want to avoid this whenever possible, in certain circumstances and situations, it just makes more business sense to proceed with re-branding an organization and moving forward in …

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Three Essential Steps to Building a Long-Lasting Brand

We’ve been looking a lot recently at different examples of branding; some large companies, some smaller, some ideas that have worked, and some haven’t.  For today’s article, we’re going to get back to basics and take a look at three essential steps that should be involved in the building of any brand.  No matter what you are trying to sell …

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3 Epic Failures in Branding ‒ What Were They Thinking?

It’s good to learn from your mistakes. It’s even better if you can learn from the mistakes of others. Here are three recent examples of branding failures you’ll want to avoid: 1.  Kmart  Poor Kmart. In what looks like an attempt to cover for not having enough merchandise on the shelves, Kmart launched its “Ship Your Pants” campaign, assuring unhappy …

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The 3 Keys to Brand Visibility ‒ Simplicity, Sociability, Sincerity

Some people will tell you that visibility is achieved by being the loudest guy in the room; that to win the prize you have to win the shouting match. I don’t believe that’s true. Being loud and persistent definitely gets you noticed ‒ but usually not in the way you’d like. When your brand is both recognized and respected, success …

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Components of a Strong Brand: Knowing Your Target Market

What is branding? However you try to pin it down, great branding is hard to define ‒ but it’s easy to recognize. Try this little exercise: close your eyes for a second, and picture the customers enjoying a cappucino at Starbucks. It was easy, right? That’s because Starbucks knows exactly who their target market is ‒ so you do, too. …

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