Posts Tagged ‘Branding’  

Brand: Don’t confuse corporate values with customer expectations

The process of defining one’s values has unquestionably become one of the hottest trends in corporate and employer branding. And when integrated into a well-functioning, healthy culture, the results can be extraordinary in many ways. Values help to differentiate the brand by telling customers and employees what the company stands for. They establish guardrails and…


 

Five Deadly Sins of Brand Complacency

Some of us are deceived to believe that many of the larger, well-known brands have everything figured out. Many of them do. But the others? Well, read on. Below are some higher-profile brands that were, at one time, leaders in their respective industries, and today are struggling to survive from a history of complacency. There…


 

Why Integration is Essential to the Onboarding Process

It’s Dave’s first day. He’s finally here. The Account Manager’s position has been open for more than six months and by all indications, Dave is the answer to everyone’s prayers. There is a sigh of relief now that he’s on board – Dave has a proven track record of success, his people skills are sharp…


 

The perils of not paying attention to the brand as a company scales

All startups have a brand, and it’s always representative of the personal brand of the founder.  If the product or service offering is a success, the company begins to grow, sometimes at an uncomfortable pace – a pace perhaps too difficult to keep up with. The solution? Hire more employees, and fast. However, in the…


 

A Manufacturer’s Antidote to Commoditization

Many manufacturers continually struggle with differentiating their products to avoid having them classified as commodities. The most common, yet historically ineffective strategy to evade commoditization’s black hole is to simply offer enhanced and/or additional product features. Although a short-term solution, it is an arduous strategy to sustain for obvious reasons – competitors will quickly copy…


 

If you wish to bond with your customers, have a story to tell about your brand.

Everyone loves a good story. And if you happen to be an entrepreneur, you most certainly have an inspiring one to tell. Stories bond people together. Stories build trust, add credibility, they all have a message and teach us lessons. When you go to a party or an event, the person with the largest draw…


 

When should you update your brand logo?

Let’s begin by getting the obvious out of the way – for any logo designed in WordPerfect or purchased online at a bargain, it should probably be updated. Contrary to what some believe, the many components of a logo, such as color(s), font, shape and design/image play a vital role in evoking emotions buried deep…


 

Avoid This Deadly Mistake When Defining Your Brand

The executive team of a Wisconsin-based manufacturer was exhausted and frustrated from being in a perpetual state of rebranding. The company recently completed three acquisitions and needed to bring clarity to its global brand. Everyone on the team had strong, yet conflicting opinions about what the brand should be, and what kind of marketing messages…


 

10 Tactics For Building a High-Performance Culture

It was nearly eighteen months ago when I arrived in the president’s office where she confided in me that she had a strained relationship with her business partner and that her company was experiencing high turnover. She described her partner as being “brilliant” in terms of industry knowledge and bringing aboard new business. However, he…


 

How to attract BEST-IN-INDUSTRY employees to your brand

Nothing happens until a sale is made. Sales is the lifeblood of our company. We need to deliver best-in-class service to keep our customers. We need to keep our customers happy, or someone else will do it for us. We need to make each of our customers think they are the most important. This is…