Branding
Align Your Marketing Story with Your Brand Promise
Storytelling in marketing needs to align with your brand positioning.
Brand Image vs. Brand Reputation: What’s the Difference?
Avoid the cloud of confusion between brand image and brand reputation. Your business will thank you.
How Your Brand Gets Cool
How to know when cool matters to your brand—and how to be cool when it does.
How a Strong Brand Strategy Helps Define Corporate Culture
How companies can use their brand strategy to build a strong corporate culture and an engaged employee base is explained in this article.
Developing a Brand Promise and Values to Lead to a Highly Valued Brand
A brand is more than a mark: A logo, icon, or company name in a fancy font. As pretty as that mark may look, it isn’t the “brand” in the marketing sense—and it certainly is . . .
Using Your Brand to Set Your Marketing Voice and Tone
How to craft your brand’s voice and tone for marketing.
How Branding and Data Explain Coca-Cola’s “America the Beautiful”
How Coca-Cola’s latest ad campaign follows its brand guidelines and ties to changing demographics.
Why You Need a Brand Standards Manual
Does a brand manual seem like an "extra?" Think again. Standards guides help preserve one of your most valuable assets.
The Pitfalls of Tying a Brand to One Person
Companies should think twice about too closely tying their brands to specific people.
Rebranding Gone Wrong
Cautionary tales of rebranding gone wrong--and how you can avoid the making the same mistakes.
When Not to Invest in Branding
Five times when spending on branding just doesn't make sense.
The Value of a Strong Brand
Branding is a lot of work. And expensive, too. So what, then, is the value of a strong brand?
Making your business immediately recognizable to your target audience is an invaluable marketing tool. From logos to slogans, how you present your business has the ability to further your marketing story and capture and retain the attention of consumers. Learn about how to develop a brand strategy, when to invest in branding, and how your brand can rise above the rest.