Think Twice Before Changing Your Brand Name
Changing your brand name is an expensive proposition. It's like hitting the reset button and can wipe away years of history. Choose to rename your brand under very specific circumstances.
Category: Brand Differentiation
Eating Crow: The Art of the Apology
Don't get defensive when you have offended. Take criticism at face value, and apologize genuinely. Simply, graciously apologize. Acknowledge the mistake, and learn from it.
Make Your Brand Visibly Different
It's one thing to commit to growing an incredible brand, but if your customers can't see it they won't believe it. Sticky brands are visual brands. Make your brand visibly different.
Grow A Tattoo Worthy Brand
Would you get a tattoo of a logo? I know I wouldn't. I find the idea simply ridiculous. But from a branding context, wow! A tattoo worthy brand may be the pinnacle of consumerism, but it demonstrates that the brand stands something and people are connecting with it at a deep, personal level.
Gini Dietrich’s Staff Call Her Baby Ugly
At almost every staff meeting Gini Dietrich learns another way her baby is ugly, but she loves it! Gini's baby is not of the human persuasion. It's her company, Arment Dietrich. The culture at Arment Dietrich is unusual. How often do you encounter a company where every member of the team can tell the CEO what's wrong with the company?
Your Business Card Is Your Brand
Your business card is your brand. Business cards are a perfect opportunity to demonstrate what makes your company unique. "The business card is your own personal album cover," says Marc Levack, CEO of Primo Cards. "It’s your way to demonstrate how your company is unique."
Macpek: Build Your Brand With A Big Event
Big events are a powerful way to build relationships and differentiate your brand. Macpek stood out by organizing a relay-race marathon from Mont Tremblant to Quebec City in May. They had over 650 people cross the finish line, and it created a powerful event to build relationships and connect people with people.
Delight Your Customers
Small acts of generosity can completely shift your client relationships. A surprise. A gift. An acknowledgement. They all have the power to delight your customers, and convert them into fans.
Your Strengths May Not Be Sufficient
Your firm's strengths may not be enough to differentiate your brand. Strengths are table stakes. They are simply required to be in the game, and compete in your industry. Differentiation originates out of one identifiable strength.
AnswerPlus: The Customer Comes Third
"The Customer Comes Third" is an intriguing and counterintuitive core values, but fundamental to AnswerPlus's services, relationships and brand. They build their brand from the inside out. Dana Lloyd, CEO of AnswerPlus says, "Our brand is our culture, and our culture is our people,"
Your Website: The Set It And Forget It Trap
How often do you update your website? I'm not talking about adding a blog post or publishing an article. How often do you make structural changes to your website? Your website is alive, and apart of a vibrant ecosystem. If you are not updating it quarterly, your website will atrophy and die.
When everyone looks the same, who do you refer?
What separates one accountant from the next? Not much, they all deliver similar services. The same is true for lawyers, insurance brokers and financial advisors. When everyone looks the same it's hard to make a referral. Relationships are not enough to differentiate your brand.
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Jeremy Miller
Top 30 Brand Guru
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