Branding is an essential aspect of business. An impactful brand strategy can give your small business a major edge in an increasingly competitive and cluttered marketplace. So, if you are ready to create a strong brand, or transform and revitalize an established brand, here’s a look at 15 must-read articles to help you along the way.
Don’t let a weak brand leave you dead on arrival. While many people focus on building a successful brand, it is just as important to understand how to avoid killing your brand. Spending thousands of dollars and countless hours on a brand that is ineffective is an exercise in frustration too many CEOs unwittingly engage in.
Many small business owners I talk to already understand that branding is essential to their business, but a surprisingly high number of them don’t really know why. They recognize the link between successful businesses and strong branding and aspire to build a brand that emulates similar success for themselves. And they understand that branding is not just a logo or how their business is perceived externally. But too few realize that successful brands have this branding at the heart of the business.
It’s an exciting moment. You have finalized concepts for your new product and worked hard on the brand and design strategy. Now you are ready to review the first round of design concepts. Branding and design go hand-in-hand. As Fast Company writer Mark McNeilly explains, “great design has a critical role to play in building a great brand.” Yet it isn’t always clear how the link between design and branding is important.
My wife and I have a yoga business that is more oriented to public and behavioral health. We are critical of mainstream yoga, and we try to differentiate ourselves in terms of the types of programs we offer and how we run them, but it’s an uphill battle because people have a certain perception of what yoga is.
If you’re the owner of a multi-billion dollar company, this article is not for you. However, if you’re a mom and pop organization and would like to learn how to brand your business on a low budget, read on… Large corporations spend millions on creating a brand message, but the ones that stick in our minds are based on simple concepts which have a creative spark. The secret is branding that can be used creatively without explanation.
It’s important for customers and potential customers to be familiar with your brand if you want to attract and keep their business. It’s just as important to protect your brand by consistently providing great customer experiences. Here’s a look at two reasons why protecting your brand is imperative.
The Internet has upended how consumers engage with brands. It is transforming the economics of marketing and making obsolete many of the function’s traditional strategies and structures. For marketers, the old way of doing business is unsustainable. Consumers still want a clear brand promise and offerings they value. What has changed is when—at what touch points—they are most open to influence, and how you can interact with them at those points.
A brand narrative is nothing new. It has been around since business owners first decided they wanted a specific image to set their business apart. Essentially, your brand narrative enables you to tell people who you are and who you want to be as a business. It conveys your personality and what you hope to accomplish with it. Your brand narrative is, in a nutshell, the story of your company.
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