These articles are how-to articles telling you specifically what you have to do to develop and build your companies brand.
How a piece of information is framed can make it more or less effecting at changing behavior. I assumed, as you might have, that the framing effect was just about how we present information. But I was surprised to learn that delves into our psychology, cognitive biases, and human nature. Read more…
This is the the blog post structure that Google likes and readers love. I have written the content for over three hundred blog posts, and for a long time and the vast majority of those posts, the way I wrote them had no chance to rank in Google. Not only Read more…
Not promoting is the biggest mistake small businesses consistently make. We teach small business owners about impressions, channels and target audience to help them choose the best promo opportunities. We give 47 ideas to effectively promote your business with little to no money.
Consistent use of fonts is important for brands. Here are the best practices for typography pages in brand guidelines with 17 examples from big brands.
More than half (62-90%) of a customers judgement of a brand comes from color. To choose the best colors for a logo or a brand, a graphic designer needs to consider context, competition, culture, contrast, color gamut, and company.
Niche brands are in a better strategic position for profits and growth. Someone asked me recently: why entrepreneurs and investors were so quick to make meaningless brand with broad appeal? I thought, ‘duh, to make money!’ But then I tought about it some more, and it was a really good Read more…
Envisioning the perfect experience for your customers so you can enable viral growth. Imagine a 1 star, 3 star, 5 star experience, then go beyond to 7 star, 9 star and even 11-star. Going to the extreme is fun and will make the easier answers seem more attainable.
Finding a novel, short, impactful name that is in the intersection of personal care and the snowboard / ski lifestyle. We use the Multiply Method to generate hundreds of brand names, and eliminate all to arrive at an amazing name that comes with a 7-letter domain name!
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.
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.