These articles are how-to articles telling you specifically what you have to do to develop and build your companies brand.
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.
How to move your customers to a higher class of communication. Executive Summary | Abstract | TL;DR Talking directly to your customer is more valuable; they are more likely to hear your message and your costs to reach them are lower. There are classes of communication, and your organization gets Read more…
The do’s and don’t of designing a great Facebook cover for a business. A Facebook Page is the only online property that a business would need if Facebook had their way. They have programmed it so that even a non-techy person can use powerful marketing tools like polls, videos, and Read more…
Zig while others zag. Build a brand while others are looking for a direct response. Executive Summary | Abstract | TL;DR Media has transitioned from print to digital. Now advertisers can track from ad click to purchase, and only consider campaigns a success when ads result in sales. This has Read more…
An employee should be fired when their speech diminishes a brand’s product. I am not a lawyer, and this is not legal advice. Seek legal help within your jurisdiction to reduce legal risk. We are only a decade into a social media era, and both employees and employers are struggling Read more…
Trust is changing. Where do brands fit into online reputation systems and blockchain? You may be asking: One of the classic reasons to mind your business’ brand was to gain and maintain trust. No one will transact with you if they don’t trust that you are going to give them Read more…
Turn a spreadsheet into a creative business name generator, and find the perfect catchy company name. Struggling with how to name a business? Frustrated with online company name generators? We all understand the need for a short, catchy, original name that conveys a sense of the brand. But we don’t know Read more…
How to easily define a company culture, so your dream organization doesn’t turn into a nightmare. Many entrepreneurs start their businesses with a new solution to a problem or an unmet need. Entrepreneurs rarely think about how they are going to have to knit a diverse set of people together. Read more…
Company Culture: Get It Wrong and Suffer Consequences Organizational culture definition. Culture is the set of values, beliefs and cumulative traits of an organization. Company culture is expressed in the behavior of the employees; we cannot see culture directly, but we witness the behaviors of the people in the culture Read more…