Category: Brand Differentiation

Think Twice Before Changing Your Brand Name

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.
Eating Crow: The Art of the Apology

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

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.
Gini Dietrich’s Staff Call Her Baby Ugly

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?
Macpek: Build Your Brand With A Big Event

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

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 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

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

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?

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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