How to Develop a Brand Voice You Can Live With


That’s the ultimate test of a brand “voice.”. Brand voice versus your brand’s “look”. Perhaps that’s because it’s easier to have a recognizable brand “look” than a recognizable brand “voice”? Here’s how to dial in on your brand’s voice at each of those levels.

Five Brand Building Tips for B2B Businesses


Building a great brand is the holy grail of marketing. A memorable brand is self-propelling and can grow a business to dizzying heights. Consider the brand value of companies like Apple, Whole Foods, and BMW. It enables them to trust your brand and do business with you.

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4 Ways Branding Contributes to the Customer Experience

Type A Communications

Interestingly, that same study found that 74% of marketers believe brand strategy. The post 4 Ways Branding Contributes to the Customer Experience appeared first on Type A Communications.

What is Brand Marketing?


There is a lot of confusion around brand. Just what is brand marketing? What brand marketing is not is slapping your name and logo everywhere with the hope the carpet-bombing exposure is sufficient to sell your product. That’s branding, but that’s like branding with cow and cattle back in the day for ownership and territory,” said Paige Musto, Act-On’s senior director for corporate communications. Your brand is your most valuable intellectual property.

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3 Best Strategies for Strengthening Brand Equity

Marketing Insider Group

What we’re talking about here is brand value, and PayPal’s value could […]. The post 3 Best Strategies for Strengthening Brand Equity appeared first on Marketing Insider Group. Marketing Strategy brand brand equity Brand ManagementBack in 2002, PayPal, a money transfer service established 4 years before, was acquired by eBay for $1.5 billion.

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How customer values are transforming brands today


Brands are under attack today from many sources, most often triggered by activists on social media. They are demanding brands take a stand on controversial socioeconomic and political issues that are getting more attention with our divisive politics today.

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How Your Employer Brand is Influencing Your Business Brand

Marketing Insider Group

Your employer brand and your business brand are strongly related. Even though there are two separate terms to describe each type of branding, you should not think about them separately.

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Should brands take a public stand on social or political issues?


Traditionally brands rarely get involved in social or political issues. But today consumers want to know what brands stand for on such issues. Can a brand use this platform for proactively turning a negative into a positive? So, should a brand take a public stance?

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How social media is changing what brands stand for


Brands are being pulled into battles on what they stand for, willingly and unwillingly, on both social and traditional media. It was also a way to “humanize” their brands, creating a distinct brand personality.

The 7 Deadly Sins of Branding

Navigate the Channel

You have a great product, great service, great people, great materials—and your brand still sucks. Having a clear, agreed-upon marketing plan is essential to having your brand pointed in the right direction. Determining what your brand is—and isn’t!—and Name + Logo = Brand. “We

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Key Digital Branding Tips to Dominate Your Online Presence

Navigate the Channel

In a competitive marketplace where analytics and conversion rates rank high among digital marketing tools, many businesses put the idea of branding on the back burner. Maintain content that resonates with your brand voice. Concentrate your efforts on branding over conversion rates.

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The resurgence of values-based branding for restoring trust


The scary decline of trust in all facets of our society has created a new challenge for brands: how can brands overcome the growing skepticism and lack of credibility caused by this distrust to authentically relate to their customers?

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The Truth About Brand Extension into Unlikely Categories

Type A Communications

March 6, 2018 by Mitch Duckler Many companies try to benefit from the equity of their established brands by launching brand extensions—new products that are introduced under an existing brand name.

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Preserving Brand Equity in a Corporate Turnaround

Marketing Craftmanship

With rare exception, companies assign very little planning or resources to proactively managing the effects of a restructuring on its brand equity. Why Brand Equity Matters. A brand is the promise a company makes to its customers. Brand equity has always mattered to companies.

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Eight Critical Brand Health Questions You Should Be Asking

Great B2B Marketing

Complacency is a deadly risk to the health of your brand. Brand Brand Health BrandingPerhaps the most enjoyable part of my job is […].

How newly-energized millennial activists are shaping brand choices


noteworthy brands taking a stand against NRA positions, and. The ultimate goal of all these forces is to influence the allegiance of the customers/voters of these brands — Congress (and Trump), the NRA, and corporations. Each congressional representative is really a personal brand.

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Small Business Marketing: Brands On A Budget

Marketing Insider Group

The post Small Business Marketing: Brands On A Budget appeared first on Marketing Insider Group. Every business wants to get its name out there, but when you’re a small business with a modest budget, it’s hard to come up with traditional and online marketing ideas while balancing marketing expenses against the expenses of actually doing business. And with advertising costing as much as it does, it’s no wonder that so […].

Humana Taps Socially Savvy Employees as Brand Advocates

Type A Communications

Brand Storytelling Content Strategy Employee Engagement Brand Advocates Branding Carla Johnson content strategy Dan Giniss Employee Communications Humana Internal Branding Internal Communications social media Type A Communications

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Winning Brands Must Dare to be Different

Type A Communications

October 29, 2017 by Mitch Duckler Does your brand own a distinct place in customers’ minds that is truly meaningful to them? Brand strategy is all about how you differentiate. Branding Customer Journey Digital Branding Full Surge Mitch Duckler

How Putin’s brand inspires Trump


But will Putin’s authoritative brand image have any impact on Trump’s political behavior? In any case, this comparison also provides a case study of how similar leadership brands may not generate the same results because of a different context and target audience.

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How CSR and social activism are defining brands today


Brand marketing has evolved from product-centric to consumer-centric to values-centric today. 60% are more likely to engage with brands that endorse social causes. The positive response from major companies has certainly benefited their brand image, even improving their stock prices.

How a brand audit could revitalize the Democratic party


Maybe it should re-brand itself? This situation is similar to the challenges many brands face during their life cycle when their appeal becomes stale or irrelevant. Target audience – The question of relevance and appeal starts with the potential voters for the Democratic Party brand.

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Creating a Unified Brand Experience

Type A Communications

April 5, 2016 Every day, the digital world shines a spotlight on brand inconsistencies. Branding Employee Communications HR Employer Branding Human Resources Internal Communications Michelle Smith OC Tanner

Branding can help local businesses avoid the “growth trap”


Local businesses have a very pragmatic attitude about branding: they ignore it. Many of them are more worried about meeting payroll, making rent, paying taxes, and other cash crises than something “abstract” (or highfalutin) like branding.

Why B2B Brands Should Jump on the UGC Bandwagon

Type A Communications

January 2, 2018 by Mitch Duckler For years, the world’s biggest B2C brands (e.g. Starbucks, Target, Coca-Cola) have been riding the user-generated content (UGC) wave, while B2B brands have only recently begun to gain traction in creating and distributing UGC.

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How brands use promotional clothing [infographic]


Their research helps to show businesses how well-branded merchandise can help promote your brand and increase sales. This particular research survey we are featuring today is about branded clothing gifts such as t-shirts, hats, staff uniforms, etc. Who uses branded clothing?

How To Train Your Employees To Be Brand Ambassadors

Influitive b2b

When you’re looking for ways to improve your branding and reach with consumers, some of your most important assets are (literally) sitting right in front of you: your employee ambassadors. In some shape or form, all employees have interactions with customers, be it directly (sales and customer service reps) or indirectly (developers, fulfillment workers, and.

How Brands are Using Artificial Intelligence in Customer Segmentation

Type A Communications

And in 2018, AI and machine learning will become even more accessible to brands. February 6, 2018 by Mitch Duckler With another year of rapid advances, artificial intelligence (AI) was the marketing technology buzzword in 2017.

10 Reasons why branding is even more important for start-ups


True branding can be a bewildering challenge for many managers: either they don’t completely understand the strategic benefits of authentic branding, and/or they assume that branding simply consists of a name, logo and proprietary graphics.

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Engineering a Voice to Reflect Your Brand

Type A Communications

Branding Customer Experience Marketing AI Artificial Intelligence B2B Marketing FullSurge marketing Mitch DucklerNovember 30, 2017 by Mitch Duckler In 1962, TV viewers were first introduced to an animated sitcom about a futuristic world of flying cars, cities in the sky, and space. read more.

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Turn Brand Loyalists into Brand Advocates

Modern B2B Marketing

Many folks claim that brand loyalty is yet another thing that millennials have killed (insert eye roll here), but what truly drives a customer to say “this is the brand for me. I’ll cover how and why customers become brand loyal and how to turn brand loyalists into brand advocates.

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How storytelling can shape the corporate brand and culture


So what can storytelling do to improve communications, process our changing world, and especially help shape a corporate brand and culture? Vibrant leaders now recognize that storytelling can create an emotional connection, which is the heart of good branding.

How to Be a Branding Rock Star

Great B2B Marketing

To paraphrase the Dicken’s classic, A Tale of Two Cities, I’ll cover the best of branding and the worst of […]. Branding Rebrand rebrand

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How purposeful branding is driving millennials and social entrepreneurship


A key driver for this trend is the emerging values of millennials and purposeful branding. More and more, consumers are buying brands not just for what it does, but also what a brand or the parent company stands for–e.g.

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Organize Around Common Episodes That Can Make or Break Your Brand

Marketing Insider Group

When you combine that with the rising impact that social media can have on a brand, a sound approach to brand management is to identify the most common episodes that can impact brand perception and to take a cross functional approach to managing them […].

How Trump the candidate is hurting Trump the brand


This post is about how Donald Trump’s polarizing candidacy is affecting the Trump brand. We’ve heard all sorts of intrigue about how successful Donald Trump’s businesses really are, but there is no denying that Trump is a brand, and that a great deal (most?)

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B2B Brand Storytelling: Learning From Nike

Type A Communications

August 23, 2016 by Carla Johnson When it comes to consistently telling a brand story, few brands have the sustainable track record that Nike does. B2B Marketing Brand Storytelling Content Strategy Branding Carla Johnson Nike storytelling Type A Communications

How to Improve Your Content Marketing with Digital Branding


Content marketing has become one of the most prominent techniques used by brands to attract, educate, and convert an audience. While content marketing is a powerful and proven technique alone, you can combine content marketing and digital branding to achieve greater results. How are Content Marketing and Digital Branding Complementary? Your digital brand is composed of your digital identity, visibility, and credibility as defined by the Digital Branding Institute.

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Brand Strategy 101: 7 Essentials for Strong Company Branding


Let's say you've come to the difficult realization that quite frankly your brand -- if you can even call it that -- is all over the place. Or perhaps worse, you have a defined brand, but you're noticing that it just doesn't seem to mesh with who you really are and what you really do.

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Millennials are finally taking action in brand support


Marketers and political leaders have been frustrated for years with the reluctance of millennials to actually follow up on their complaints and take real action on brand issues. The post Millennials are finally taking action in brand support appeared first on Biznology.

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