Whether you are creating a brand for the first time or rebranding, there is a lot to consider in the image you are trying to construct for your audience. Business owners often feel overwhelmed at the prospect of establishing a brand. Many don’t know where to begin. Today, let’s look at the building blocks. The [...]
Marketing experts don’t always share the same philosophies when it comes to how to approach marketing. One area in which I have seen some division is the idea of niche marketing. Do small businesses need to choose one niche market for their products and services? Do you need to choose one target market and go [...]
In the past few months, I have had a couple of conversations with clients that made me realize that rebrands are a confusing thing. When you have a rebrand coming up, understanding the timing of it all can feel tricky. Let’s talk about rebrands and whether you should market before your rebrand. In each of [...]
This month I have been working with a client to figure out if how they see themselves aligns with how their clients see them. This is a long-standing business that has been out in the marketplace for decades, and the team bravely and wisely decided to make sure that their future marketing can be based [...]
Your brand: One of the facets of a business that seems mystical and overwhelming, but doesn’t have to be! Over the years, I can’t tell you how many questions I have gotten from businesses about what the word “brand” means. Clients who have gotten tied up in definitions around “personal brand” and “business brand.” People [...]
For years, I worked in the field of major international sport events, such as the Olympics and the Rugby World Cup. There are aspects of operating a business of that size that are not comparable to anything else, like dealing with the scale or adapting your operations in an ever-changing world to adhere to a [...]
There’s a question that seems to stump a lot of small business owners, and today I wanted to weigh in on it in a larger forum. For business owners who feel like they are the face of their business, the question can be a tricky one: Should you develop your personal brand or your business [...]
This last month I have been thinking a lot about what it means to market a business – or even to offer what your business traditionally offers – during this time of change as we cope with the economic impacts of the COVID-19 pandemic. Pivoting is become commonplace. How many times have I told you [...]
When you are marketing a business, there are numerous ways you can approach your message. Even when you are marketing the same offering in the same season to the same target market, you have options. At a simplistic level, one option you have is to take the positive or negative approach. Let’s talk about this [...]
When you are marketing a business, you are driving toward sales. I know that is your goal. It may seem like the most obvious solution to try to sell in your marketing. But you know what could be an even more powerful step in your marketing process? Building the right culture. Let’s talk about tips [...]