Every company, from cutting-edge software providers to so-boring-I-could-fall-asleep B2B organizations, has a brand. Whether your brand is successful or not comes down, in large part, to its brand promise and its ability to deliver on it consistently.
In this article, we’ll discuss what a brand promise is and how to create one in three easy steps. Then we’ll share a couple of excellent brand promise examples from leading organizations.
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Can I ask you a question? How have companies like Apple, Amazon, and Disney built such powerful organizations? Sure, they all offer top-notch products to customers, but so do many of their competitors. The thing that really sets these companies apart is brand experience.
There’s something special about unboxing a brand new iPhone. Buying products on Amazon is incredibly convenient. And our Disneyland memories will stick with us forever.
Here’s the thing: you can create an amazing brand experience for your company, too! Keep reading to learn five tips to help you in this area. But first…
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Are you starting a new brand? Maybe you’re updating an existing one. Either way, your brand positioning statement will be foundational to your success.
In this article, I’ll explore what a positioning statement is and why it’s important, the four questions you need to ask yourself to create one, three tips to ensure your statement is as effective as possible, and more.
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You’ve worked hard to develop a cutting-edge brand that resonates with its target audience.
Everything from the design of your logo to the copy on your website was carefully chosen to reflect your company’s mission, personality, and products.
But what do you do after you establish your brand? Answer: brand management.
In this article, I’ll define what brand management is and why it’s important. Then I’ll outline five brand management strategies you can use to maintain your brand.
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Brand awareness can be defined as the degree to which target consumers recognize a company and the products and/or services it offers.
When I say “McDonalds,” you immediately think of the golden arches, Big Macs, and french fries. When I say “Nike,” you can help but recall the iconic swoosh logo and high-quality athletic gear. This is brand awareness at its fineness.
Every organization wants to increase brand awareness. To do that, you have to learn how to measure it. That way you can evaluate the level of awareness your target market has for your brand and devise strategies to improve it.
In this article, I’ll show you how to do this for your company. Let’s dive in!
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How strong is your brand? You won’t know until you start tracking a few key branding metrics. Fortunately, that’s exactly what we’re going to talk about today!
In this article, I’ll answer the question “what are brand metrics?” Then I’ll outline the five most important branding metrics for your company and how to measure them.
Sound like a plan? Great, let’s get started!
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Let me ask you a question: what’s the main difference between Starbucks and the local coffee shop down the street from your house?
Both serve delicious coffee and pastries. Both have a warm, inviting atmosphere. And both offer free WiFi to customers. Yet one is an internationally recognized brand while the other struggles to keep the lights on.
The answer is: brand equity.
Keep reading to learn what brand equity is, why it’s important, and three tips you can use to boost brand equity for your own organization.
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If you like to stay on top of the latest marketing trends, you may have heard about an exciting new opportunity: phygital marketing. And no, that’s not a typo. Phygital is a combination of the words “physical” and “digital”. Put them together and you get “phygital”.
In this article, we’ll explain what phygital marketing is, why it’s important, how to develop a phygital marketing plan, and three examples of it in action.
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