Helping good people build great brands.
Your brand is not your logo.
Your brand is not your website.
Your brand is not your color scheme.
These are elements of your brand. But they’re not your brand.
Continue reading “Stop worrying about your branding.”
At conferences and speaking events, one of the questions I’ve received most often – for 20 years now – is this:
Does branding matter in B2B?
The answer is an emphatic “YES.”
To fully answer the question, though, we need to first review what branding is and isn’t.
Continue reading “B2B Branding – It Matters, and Here Are 5 Reasons Why”
(Reading Time: 4 minutes)Last week, I debunked the notion that a brand is a promise. Anyone can make a promise. If you really want to build a brand, you’ll have to work harder than that. So what’s a better brand definition?
My definition of a brand – your brand – is as follows:
Your brand is your total experience, as perceived by those you seek to motivate.
Every word in this brand definition is selected carefully. A few key words have heightened importance and further implications:
Continue reading “Brand Definition: A Concept the Entire Company Can Use”
(Reading Time: 2 minutes)You may have come across this brand definition: “A brand is a promise.” I’ve heard this definition perhaps a thousand times, and it remains as woefully insufficient as it did the first time.
Why does it fall short? For me, there are two major reasons that a brand is NOT just a promise: