Building a brand is hard. It’s not just about redoing your logo. It’s about answering, “what really makes our company special?” And you have to answer that question in a way that (1) is meaningful to your customers, (2) positions you uniquely in the marketplace, and (3) doesn’t overpromise and underdeliver.
I’m often talking to companies who ask me: What do you think of our brand? Do we need to change it? In most cases, they don’t really mean their brand at all: really, what they mean is their logo, or maybe even their trademarked name. Now, your name and logo are important, but they are […]
As a consultant specializing in online marketing, I’m often asked to just increase online sales — by hook or by crook. It makes sense: whether you’re a startup or an established business, everybody needs topline revenue, right? Now sometimes it’s possible to increase sales just by doing the technical stuff right — say, by targeting […]
Whether you’re a founder seeking money from investors, a CEO explaining your company to the press, or a marketer just trying to make some business happen, your audience is going to have the same basic questions about your company. These questions come down to understanding what your company is and why it exists. In essence, […]