Sometimes we get so caught up in answering the question that we miss out on solving the problem. That's why you should start with strategy.
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A visionary brand champions something meaningful and worthwhile in our world. It creates an impassioned desire among people to be part of the quest.
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We need to define who we are (organizational strategy). And we need to define why we are valuable to those we serve (brand strategy).
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Defining the brand starts with a compelling and meaningful story. It may be in your history. Or it may be waiting to be revealed in what you do today.
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The brand holds the potential to add real value to the organization. Not just some squishy, feel-good value. Cold, hard cash value.
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Branding is powerful because it appeals to the part of our brain that is responsible for feeling and – surprisingly – decision making.
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There is a tsunami of bad video coming. We don’t have to be part of it. In fact, let’s be the other guys. The ones creating killer video content.
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When a brand has a clearly-stated purpose, people will go out of their way to engage with and get behind the brand.
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You have to be good at it, passionate about it, and do it in a unique way. This is your expertise.
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Storytelling is still incredibly powerful. Anybody who says otherwise doesn’t know how to do it effectively, or is just trying to get a rise out of you.
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Understand what makes a great user experience on your site. It’s no different than understanding how the people you hire would represent your company.
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We have to focus on our prospects needs first by offering them something valuable and interesting with our content marketing.
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When you create the opportunity for storytelling, you create extraordinary value that can boost the asking price of your offering.
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Are social channels off limits to B2B companies? No. But it comes down to asking 2 questions about your B2B social media posts or updates.
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What's your company's passion? That creates a way more compelling story than any mission ever could.
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The brand is no longer what the organization says it is. Rather, the brand is now defined at every touch point. It is your entire customer experience.
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If you can connect your brand to my aspirations, you'll make a more inspired connection with me than any litany of features could ever create.
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What’s the right story ? It’s the one prospects are showing us they want to hear. Delivered when they’ve demonstrated that they want to hear it.
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Imagine having your brand translated into something prospects will seek out. That’s the difference between a designer and a Translator of Brand Meaning.
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Customer experience continues to be a priority for marketers. Here is a collection of insight to help you advance your customer experience efforts.
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