Latest Articles

Our newest information to help you grow your brand.
Design

What makes a good logo?

A bad logo can inhibit a good organization. A logo is intended to be a mental shortcut to past experiences with a brand, hopefully bringing up good feelings. A good logo is distinct, and not generic. A good logo is simple, and not complex. A good logo is appropriate, and not awkward. A good logo is striking, and not bland. A good logo is legally protectable, and not indefensible.

Branding How To

Lifestyle Brand Plan

A strategy is the best position for success, and tactics are how you plan to get from where you are to that ideal strategic position. How do you create a plan to build a lifestyle brand? Work backward. You may not have the domain knowledge to know every step. Ask your suppliers and hire consultants. Write action-oriented steps; resources and timing will come later. This can be overwhelming work so take your time.

Branding How To

Product Titles and Customer Expectations

A product label is what you name your product in to communicate to customers what they are buying. The product label sets the customer’s expectations.Some industries have set product labels that rank in a hierarchy, e.g., motel, hotel, resort. Marketers can add adjectives to product labels that modify expectations, e.g., performance tires.Setting an expectation and not meeting it in reality damages a brand. It is common sense that delivering a level lower than expected is harmful, but it is also wrong to deliver a higher level. People are most comfortable when they receive what they were expecting, and a higher level of service is not repeatable because it becomes a new standard. Instead, we want to aim to meet expectations plus add elements of surprise and delight. Just be honest with your product labels.

Downloads

Tools for Branding, Free or With Donation

Social Media Template (PSD)

Photoshop document to quickly design profile pictures and covers for Facebook, Instagram, Twitter, LinkedIn, Tumblr, Google+, YouTube and Medium.

Multiply Method Spreadsheet (Excel)

An Excel worksheet to generate a creative company name using BMB’s Multiply Method with far less work. Free or with a donation.