Brand consistency is the discipline of presenting a coherent brand experience across every touchpoint a customer or prospect encounters: website, email, social media, packaging, customer support, sales conversations, physical locations, partner...
B2B vs B2C marketing is the recurring framing question for any business deciding how to structure its marketing program. The two categories share the same underlying disciplines (positioning, audience definition, content, channels, measurement) but...
Marketing vs advertising is a question that comes up constantly in conversations about marketing budgets, marketing hires, and marketing strategy. The two words are sometimes used interchangeably and shouldn’t be. Advertising is one tactic inside...
What is brand storytelling? Brand storytelling is the practice of communicating who a brand is, what it stands for, and what it does through narrative rather than through feature lists, claim bullets, or generic marketing language. A brand story is...
Why marketing is important comes down to a single observation that holds across industries, business sizes, and product categories: customers who do not know you exist cannot buy from you. Marketing is the discipline that addresses that gap, plus...
Creating a brand identity takes more than just a clever logo and a clever name. Your brand is everything–the way you sound, the way you feel, the way you work, even the way you look. Your brand identity is the impression you make on your customers...
Do You Know Your Brand’s “Voice?” No, I don’t mean the literal voice of your CEO (although that would be an interesting experiment). I’m talking about your brand’s overall style of communication. Defining your brand voice includes everything from...
Color is an incredibly powerful element. It can evoke emotion, influence attention, and even affect the way people perceive your brand. If you want to create a memorable impression with your audience, choosing the right brand color has a big impact...
A logo is an integral part of your organization. Your logo helps you communicate your brand identity to the world. It gives consistency to what you do, allowing people to easily recognize you in whatever medium you use it in. It helps define who...
