Content that stands out has the power to captivate, spark meaningful conversations, and leave a lasting impact. Furthermore, it builds credibility and authority, positioning you as a trusted source of valuable insights. Crafting remarkable content is pivotal due to all this and more. Of course, you can’t just wave a…

Over the years, I’ve run into the situation where smart, technically-oriented folks stubbornly refuse to accept guidance to simplify their writing. I get the excuse, “We are talking with technical people and they will consider it insulting to dumb down the language.” First of all, who said anything about dumbing…

The concept of kindness might not be the first thing that comes to mind as a brand differentiator. However, in a world hungry for caring, empathy, and genuine connections, kindness is much needed. Moreover, when incorporated authentically, it can become a potent attribute that can help you set your brand…

Brand hierarchy refers to the structured organization of a company’s brands. From the corporate brand down to each of its offerings’ brands. It can help potential customers better understand what you offer, and identify why it is valuable to them. …

Some brands adopt a purpose that addresses a global issue. We’ve heard the grandiose promises attached to the world-changing ambitions. Sometimes they can be hard to believe. It may seem noble to address something like global warming. Or hunger. Or any mega-issue. …

Positioning is a valuable strategic tool for brands. It gives us a framework for finding the most effective way to portray our brand. But, it can also too easily shift our focus in a way that can end up hampering a brand. Let me explain. As we go through a…

We think we know how our brand is perceived. After all, we craft the messages. Pick the images. And even see how people react to and interact with it. But do we really know why they choose to engage with our brand? Could there be a surprising disconnect between what…

There is no shortage of companies wanting to tell you about their offering. They will gladly go into great detail. And pester you with even more detail if you give them your email address. They’ll tell you about their unique technology. Or, superior customer service. Or unparalleled quality. …

It would be easy to say we just need to hit this quarter’s numbers first. Or to plan on working on the brand purpose after you take care of any number of other issues that all organizations have. Just about everybody recognizes the power of clarifying a purpose for the…