Your strongest brand marketing message begins internally, especially when you're a solo brand and a smaller business.
Your image lives and dies on the truth.
~ The truth of who you are and how that reflects on your business.
~ The truth of who your audience is and what they need and want to hear from you.
And your best, most persuasive brand marketing message lives in that space. You just have to dig it out and highlight it with the right language, design, style. Your brand's marketing message is everything.
If you're interested in finding out how to create a marketing message that grows your brand, then start with the articles below.
B-BRAND — Who Are You?
In this new economy the personal brand has power. It can help you secure a new job or save your current position, if that’s what you want. In fact, you don’t have to stop there. If your personal brand is strong enough, it can help you build and expand a business. [Read more…]
Every time I bring up the Avatar as the first (and often forgotten) step to brand loyalty I get a few questions. Let me address them with a simple assignment.
The Avatar Exercise
Pull out a sheet of paper — or the note section on your cell phone — it’s time to make a list. [Read more…]
98Change is hard. So skip it. And let other people just deal with it. Here are seven tips to help you create an effective mess of your communication.
1. Play “The-Same-Game”
To insure that your communication never improves, make it your business to stay exactly the same. In addition to that, assume that all communication issues between you and others is somebody else’s fault. And then argue that person down into the ground like your life depends on it.
If marketing is a journey, then it’s time to learn how to travel light. And that begins with packing your core marketing message and knowing just where to take it and when to get there.
Let’s play with this metaphor for a minute.
No matter the scope of your marketing strategy — whether you travel to a big city or quaint little town — television, radio, internet, and print are the neighborhoods you can visit on your journey [Read more…]
I’m not big on scary movies. They stress me out. I Am Legend is a great film, but to me it’s a horror flick and I can barely handle it (hands over eyes, squirming in seat, the whole bit). So I try to stay away from them. Unfortunately, I see marketing horrors daily. And one of the common, but ignored issues by many small and creative businesses is a dead branding message.
You might have a dead branding message if [Read more…]
You have to get your brand name right. It’s your first message design assignment and can cost you business if you get it wrong. The tagline and everything else related to the story behind your brand comes later. You get the name right — something memorable, something that rolls off the tongue — and effective marketing becomes much easier. [Read more…]
When it comes to establishing a small business brand, it’s less about your marketing budget and more about the message design decisions you make. In fact, your initial and most important marketing efforts cost time (not cash — that comes after you have a strategy).
You can do a lot of things right — the right team, the right product, even the right timing. But if you get the language wrong, this faux paus could kill your brand before you get out the gate. Marketing messages designed for relationship are the life blood to small business.