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How to build a brand with personality

We often talk about the importance of branding in B to B marketing.  Every time you communicate with prospects and clients – on the phone, the web, in a campaign or a meeting – you have a chance to reinforce your value proposition and differentiate from your competitors. But it’s difficult to create a brand [...]

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How to choose your colors

If your business were a color, what would it be?  Red?  Blue?  Brown?  Green? Many entrepreneurs and established companies have trouble choosing colors.  A designer may present a series of logos in a variety of colors.  And all too often the team will choose the colors that they like best. But choosing a color isn’t [...]

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How to communicate a brand at every touchpoint

Many small to midsize B2B companies don’t consciously think about branding – they think it’s a concept for consumer marketers, not business-to-business marketers. Branding IS important in B2B. A brand is an expectation that you create and fulfill for your market. For your prospects and customers, it’s the entire experience that they have with your [...]

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How to be the brand

I’ve always been an article clipper:  newspapers, magazines, blog posts, websites (favorite online tools:  Netvibes & Del-icio.us) … I even have 20 colored clipboards hanging in my office with hot articles & ideas. Russ Wiles at the Arizona Republic wrote one of those articles on January 22 (but AZCentral has since taken it down).  Here’s [...]

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How to blend in

One of my favorite blogs is Snark Hunting, published by the corporate naming gurus at Igor.  If you ever need convincing about how a name can help your company stand out, set aside some time and read their stuff. Or just read this single post.  It’s about two naming companies and their Google paid search [...]

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