How to Develop a Brand Voice You Can Live With

Act-On

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

Webbiquity

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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Will growing income disparity force CEOs to re-brand?

Biznology

This could be a huge challenge to the brand image for these chief executives and implicitly a risk for their company brand. Because a company brand is often defined by the image and values of its CEO, the overall brand risk will be intensified as a result.

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What is Brand Marketing?

Act-On

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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The rise and fall of the Trump lifestyle brand

Biznology

The roller coaster ride behind the Trump brand and his merchandising empire over the past 20 years is a perfect example of what happens when a personal brand loses its credibility and integrity. One of the best known examples of a successful lifestyle brand is Martha Stewart.

Brand 153

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

Biznology

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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The emerging challenges for managing brand risk

Biznology

Last year was a watershed year for business and our society, where rising populism, Trump’s polarizing accusations, and various socio-economic trends have made the topic of “brand risk” a top priority concern for every marketer.

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How social media is changing what brands stand for

Biznology

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.

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.

Brand 173

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 promotional products tie into your web design and branding

Biznology

Even with all of the modern and digital advancements, you can (and should) use promotional products to assist with your current marketing strategy to help your branding efforts. Today, we are offering tips on how promotional products tie into your web design and branding.

The resurgence of values-based branding for restoring trust

Biznology

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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Brand marketing: 4 ways businesses should be using press releases — but many aren’t

Biznology

Indeed, thanks to the “evergreen” nature of web content, press releases are the brand marketing gift that keeps on giving. If your business is caught in this knowledge gap, here are four ways that you can use press releases to drive and increase brand visibility: Milestones.

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Your Brand Needs a Conscience

Contently

In a matter of days, Uber lost 200,000 customers, and people were boycotting the brand on Twitter with #DeleteUber. For brands, it’s no longer business as usual. All branding is personal now, be it professionally or socially.

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When It Comes To B2B Branding, Different Beats Better

Fusion Marketing Partners

I just got off the phone with a B2B CEO who wanted to build his B2B branding messaging around the […]. B2B Brand B2B Branding Brand

How a brand audit could revitalize the Democratic party

Biznology

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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How Putin’s brand inspires Trump

Biznology

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.

Brand 159

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.

Brand 130

How brands use promotional clothing [infographic]

Biznology

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.

Weekend Reading: “Brand Now” by Nick Westergaard

Marketing Insider Group

For the 173rd episode of The Marketing Book Podcast, I interviewed Nick Westergaard, author of Brand Now: How to Stand Out in a Crowded, Distracted World. The post Weekend Reading: “Brand Now” by Nick Westergaard appeared first on Marketing Insider Group.

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

Biznology

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.

Brand 163

How newly-energized millennial activists are shaping brand choices

Biznology

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.

Brand 150

3 Proven Ways to Boost Share Numbers on Branded Content

Marketing Insider Group

When customers are introduced to a brand or product because a peer shared their content, they are five times more likely to convert into a customer themselves, and 56% of consumers say that seeing a branded post from a friend impacts their decision to purchase.

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Infographic: The Science of Brand Voice

Contently

Whenever I talk to brand marketers, I always make sure to ask them one question: How is your content different than what your competitors create? However, for the brands that do have a distinct voice, this question is easy.

Brand 140

What Brand Colors Can Reveal About Your Business

Modern B2B Marketing

Your brand’s colors can tell more than you can imagine about your business. It’s no surprise that the most popular brands in the world have a strong association with their logos. Their colors tend to reflect their branding , even when they don’t involve any text on them.

Brand 125

How purposeful branding is driving millennials and social entrepreneurship

Biznology

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.

Brand 149

How storytelling can shape the corporate brand and culture

Biznology

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 Trump the candidate is hurting Trump the brand

Biznology

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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Millennials are finally taking action in brand support

Biznology

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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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 […].

How B2B Brands Can Drive More Leads This Year

Webbiquity

In survey after survey, year after year, lead generation is a top priority for B2B brands. This has opened up new possibilities for brands looking to harness the power of social media advertising. Effective landing pages enhance your brand image and compel visitors to take action.

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Branding can help local businesses avoid the “growth trap”

Biznology

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.

How Trump’s brand positioned itself for victory

Biznology

However, from a branding perspective, the compelling reasons behind each vote was more about what each candidate stood for. And this is what branding is all about–making promises that resonate with people’s intense emotional desires, to connect with them.

Brand mapping – Correspondence Analysis explained

The B2B Research Blog

Which attributes most closely define your brand? Which other brands are challenging you for this space? How differentiated is your brand and where might there be white space? It’s from a real-life study of how buyers of corporate IT systems perceive different vendor brands.

How to Improve Your Content Marketing with Digital Branding

ScribbleLive

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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Break Free: 5 Tips To Differentiate Your Brand

Modern B2B Marketing

Brands across the globe and in virtually every industry are suffering from a crisis of differentiation. Professional services, airlines, wireless communication, and insurance are just a few examples of industries in which major brands have become nearly indistinguishable from one another.

Re-branding the Republican Party

Biznology

And these dynamics are not so different from the constant changes in the marketplace that force companies to sometimes re-position their brands. In addition, the voting power of minority segments is growing rapidly, along with their frustrations with the Republican brand.

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Four Characteristics of a Successful Brand Community

Tomorrow People

Branded communities can be a wealthy source of customer advocacy and social proof - but how do marketers make them successful? Brand Credibility

The crisis of message credibility and impact on brands

Biznology

The incidence of these “untruths” has reached epidemic proportions, and is seriously undermining the most important values for strong brands: credibility, authenticity, and trust. Politicians and statesmen all have a brand image they cultivate and present.

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