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Your Content is Flopping. Now What?

It’s heartbreaking. You’ve poured time and money into your content and your copy, and in return, you’re getting crickets. Disappointing. Disheartening. Discouraging. Possibly fixable — but there’s an order of operations to these things. Because fixing the wrong thing won’t get the right results. To fix your content, here’s what to evaluate — in order.

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How to Write a Great Elevator Pitch

It was a pretty standard networking event, and I was giving my standard elevator pitch. “I build businesses quick-start content plans — a sort of minimum viable plan so they can do content marketing within their resources.” Usually this elicits nods. This time, it elicited a question. “So what exactly does that look like?” You’ve

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Mind the Gap: Aim for a Market Position No One Has Claimed

It’s hard to get into a seat that’s already filled. I mean, sure, you could grab the person sitting there by the collar, wrestle them to their feet, throw their coat on the floor and take their place. But, you know, they might put up a fight. And then you might end up on the floor. It’s

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The One Where You Figure Out Which One You Are

If you’re a “Friends” fan like me, you know the titles of the show’s episodes followed a template. Every episode is named “The One With…” followed by the thing it’s about. Maybe it’s not the actual most important thing in the episode, but it’s the thing people would be talking about later. Because that’s how

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Competitive Marketing Analysis: Stand Out By Saying What No One Else Talks About

For your company to get noticed by potential buyers, you have to play up what makes you unique. But unless you listen to what competitors say, you risk trying to pass off the same old thing as your point of differentiation. Imagine getting quotes on windows for your house. You have a stack of manufacturer

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Brand Voice: When is a Swear Word Not a Swear Word?

Is swearing on-brand for your business? Maybe it is. There are definitely more than a few businesses these days who use the words George Carlin said you “couldn’t say on television” in their everyday brand messaging. (If you’re offended by foul language, do us both a favor and don’t click that link. 👆 If you’re not, you

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Content Marketing, Simplified: The Brand Story [VIDEO]

In this wide-ranging interview, Dana Herra and Steve Gilman of The Gravity Group talk all things content – misperceptions, pitfalls, and why brand voice matters more than you think.

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How to Position Your Brand (Even if You’re a Tiny Fish in a Big Pond)

The first client I ever helped through their brand positioning had all the elements of a brand. They had a visual identity, a tagline, a values statement – the whole shebang. But they still struggled to stand out from their competitors. Some of the client’s messaging talked about their years of experience, some talked about

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