As branders, we tend to worry about people understanding our brands. Do they know everything we can do? Have they heard about all of our features? While these are things that we need to impart, none of them is the most important thing to those we hope to serve. To…

Over the past quarter, readers overwhelmingly gravitated to these 3 posts. There are common themes of empathy and selfless help that make brands successful. Those are good themes to reacquaint yourself with as you think about your branding efforts in the coming months. It’s not enough for your brand to…

I see a lot of brands out there that are all business. Go to their website and you’ll see an opening statement that says something like, “We are a widget manufacturer that produces next-gen widgets”. I find myself thinking, “You must be very proud” — as I exit their site. Beware the self-proclaimed gurus …

I had a client who was refreshing the website and wanted to make sure that the new iteration would reflect the purpose of the organization. That’s something I like to hear because there is nothing more powerful than a meaningful purpose to help a brand become memorable and desired. Not…

One of the most potent tools we have is our brand promise. Our brand promise helps prospects understand the difference we pledge to make in their lives. When written well, it can be a powerful expression, charged with emotion. Unfortunately, too many brand promises feel clinical and uninspiring. If your…

How to help them see why your solution is undeniably right for them — Adopting a new brand is a big step. In my experience, it’s not unusual for clients to be a little tentative. There is that underlying worry about making the wrong decision. I get it. It is a big decision. One that comes with a substantial investment. If you were in…

Our brands live in a world today where the people we hope to serve are guarded and suspicious. Not to mention overwhelmed by an information glut. It’s a difficult environment, creating challenges for our brands when it comes to engaging with our prospects. Yelling a little louder is not the…

Part of the work of a brand is to demonstrate how it helps solve a problem for prospects or helps them take advantage of an opportunity. This is important work for a brand. And when done earnestly, good for the prospects as well. It’s important not to diminish the value…

During election season there is an inordinate amount of fear-mongering. A lot of talk about what is at stake. What others want to take from you. It leads to hate and vitriol being slung around. Some would-be leaders like to amp up the fear. They know that it is a…