Insights: Branding, Logo Design

Branding your building: outside and inside

Some of the best branding opportunities are right in front of us — in the real world. But too often, they’re overlooked. Make sure your brand is as polished in the real world as it is in the digital world. Exterior branding, interior branding, and wayfinding deserve your focus.

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Creating the right brand voice

Your brand already has a voice. Is it the right voice? Is it engaging? Brand voice is the purposeful, consistent expression of a brand through words and prose styles that engage and motivate. Here are 6 tips to help you get started creating a strong, clear brand voice.

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Environmental Graphics: Your Brand in 3-D

We may live in the digital age, but we walk around a very real world. Think about the people approaching your building, entering your lobby, walking through your space. What do they see when they look up from their smartphones? Are they impressed or underwhelmed? Does your brand announce itself, or hide in the background?

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Taglines: Your brand in shorthand

What, exactly, is a tagline and why do we have them? A tagline is a succinct statement of your brand position, a phrase or sentence used to capture attention and communicate value. “The Uncola,” “Betcha Can’t Eat Just One,” “M’m! M’m! Good!” (Come on, you know the products.) The best taglines convey a primary benefit in a memorable way — and have staying power, even years after they’ve been replaced.

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Packaging Design: 10 critical considerations

Does your product packaging capture attention? Have personality? Communicate the attributes of your brand — instantly? Is it recognizably yours? Packaging is your brand rendered in 3-D. This means that, to many customers, the product is the package — and the package is the product. “The physical manifestation of a brand is shockingly important,” says Tom Peters.

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Marketing in a Tough Economy

There’s no question about it. Times are tough. The economy is taking its toll on businesses large and small, which means it’s time to redouble your marketing efforts to stay competitive in your industry. In an effort to help, we’re presenting eight marketing truisms to help you navigate these difficult economic times — or spur some ideas of your own.

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Product Launches: 6 marketing musts

A jolt. That’s what you want from your product launch. An impact that will ripple through your customer base, resound with your prospects, and shake up your competitors. Smart, strategic launches always create a jolt. It’s the way to jumpstart a product, gain market share, enhance a brand. But how do you create that jolt? Whether your launch is for an entirely new product or a line extension, these six marketing “musts” will put you on the path to success.

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Focus on Marketing Fundamentals

It’s always a smart decision to periodically review the fundamentals of your marketing strategy. Focusing on the fundamentals makes especially good sense in today’s challenging economic climate when every organization is striving to do more with less. By answering three basic questions you can ensure that your organization is poised for growth.

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Holiday Greetings: Should you?

When it’s time to think about your company’s annual holiday card, do you start channeling your inner Grinch? Or do you go to last year’s card, change the date, and hit send? It’s easy to take your holiday card for granted or simply not send one at all, but is that a wise decision for your business?

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5 Essential Marketing Tools

Your company’s vision, mission, positioning, promise, and value proposition. They’re like the crisply tailored suit that you can’t live without. These essential tools should be durable, well-fitting, and reflect your style. (You may have to try on a few before you find the one that is just right.)

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