On Second Thought
Brand as Currency
A brand is sometimes thought of as a mask or outer facade that the company creates for public view, allowing it to dictate how people will perceive it. Sorry, but that's wishful thinking. The brand needs to be an accurate representation of a company and what it...
3 Unexpected Ways Your Brand is Influential
A brand is more than skin deep. It permeates into all aspects of a company, sometimes in unexpected ways. Here are three examples you might not be aware of. SEO Branding defines some of the most critical aspects of your company, including the messaging,...
Backwards Branding
When conducting competitive brand research for clients, I find that more and more tech company brands are looking and sounding more and more alike. That's not branding, that's the exact opposite of branding. The point of your brand is to distinguish your company from...
Branding and the Rush to Market
Companies devote a lot of time, energy, and resources developing a product. This can put a lot of pressure to launch as quickly as possible. Startups, companies with limited resources, or those having to procure additional funding can feel even more pressure to get to...
5 Things That Can Kill Your B2B Brand
Effective branding requires clarity, frequency and consistency. That can be challenging for small B2B companies who need to keep their focus on new business efforts and may not have the resources or time to focus on the brand. In this environment, it’s...