Authentic Brands: If You Have to Say You Are, You’re Not
If you have to say you are, you’re not. I was a young marketer working at a membership association when a salesman came in selling swag. He was trying to provide giveaway items for our members – branded coffee mugs, sunglasses, that sort of thing. He also had a business card carrier we could engrave
continue readingBranding That’s Clear, Consistent, Uncomplicated: The True Story Behind My Orange
People ask on a semi-regular basis about my visual branding. As much as I love my logo, it’s a conversation I usually try to skim over. Because the truth is, it’s complicated. Take the orange. Long ago, when my business was still a side hustle, I was experimenting with the concept of comparing apples to
continue readingMind 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
continue readingThe 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
continue readingFun Content for Boring Industries [VIDEO]
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
continue readingContent 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.
continue readingHow 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
continue readingIs ‘Start With Why’ a Good Marketing Strategy? (Was It Ever?)
It’s been more than a decade since Simon Sinek inspired us all to “start with why.” Today, those three words are the cornerstone of many a marketing mantra. The question is – should they be? “Start with why” is a great tagline. It’s short, catchy, and broad enough to apply to far more scenarios than
continue readingBrand Voice Swap Archive
Brand voice is a science. It can be broken into its components, analyzed, and replicated. Don’t believe me? Check it out.
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