How To Be A Pro
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Man… I am not feeling it today. To make matters worse, this morning is the time I have scheduled to write my carousel posts. I don’t have any other opportunities for quiet time (which I need to write these) this week. So this is my time slot. But I would so rather be doing about 100 other things. And it’s easy to start justifying why I should be doing those things instead of sitting in front of the computer. It’s Sunday morning… I shouldn’t be working. I should be hanging with my wife and kids. I should be outside playing in the snow. I should be doing the other 75 things on my to-do list. But… that’s not what a Pro does. A Pro writes and creates when they are supposed to. A Pro makes their deadlines. A Pro meets their commitments. A Pro fights through the RESISTANCE.** **The great author Steven Pressfield @steven_pressfield has written extensively on the topic of being a Pro and Resistance. A great resource to go further on this topic. What resistance are you fighting through today? What do you think makes you a Pro? Let me know in the comments below.
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Recommended
How Might We?
How Might We?
This is the question to ask.
Instead of asking “What Should We Say?”
Try asking “How Might We?”
“How” - says solutions exist and provide confidence to identity and solve for unmet needs.
“Might” - is permission to put ideas out there that might work or might not. Either way, it’s all good.
“We” - says we are collaborating and building on one another’s ideas to find a solution.
Ask:
“How Might We increase memberships?”
“How Might We communicate all the benefits of our gym?”
“How Might We find the best stories to tell?”
How Might We?
Start adding this question to your existing toolkit of questions and see where it takes you. You’ll be surprised where the HMW roads lead.
Do you ask How Might We Questions in your business?
The Golden Age Of Brand
The Golden Age of Brand
We are living in a brand revolution.
The bridge between brand and business has never been stronger.
The entire customer experience is driven by brand.
And we’re inventing and reinventing what being a brand professional is all about.
Just as the Rolling Stones were pushing rock n’ roll in the 70s.
And Dr. Dre and Snoop were pushing rap in the 90s
We are defining what brand and branding means today.
There’s never been a better time to be a branding professional or apply it to your business.
Do you think we’re in the golden age of branding? Let me know in the comments below.
Brands Are Hungry
Brands Are HUNGRY
A Brand is like having a child.
It demands a lot from you.
It needs love and attention.
Every new brand you launch is a new mouth to feed.
And Brands are HUNGRY
This is why we are seeing a shift from houses of brands…
(think P&G or Unilever)
To a brand house.
(think FedEx or Apple)
It’s easier and more cost effective to manage a master brand of a brand house than it is to manage many hungry brands.
Do you think brands are hungry? Let me know in the comments below.
So You Wanna Be A Thought Leader
So you wanna be a thought leader…
It’s the “in” thing to do right now, right?
Well there’s only one way it’s going to happen.
You’re gonna have to WRITE.
Whether you’re sharing thoughts with
TEXT
Or
VIDEO
Or
IMAGES
Or
AUDIO
You’re gonna have to write.
So what are you waiting for? Start writing!
I've Got No Content
I’ve Got No Content…
I’m out.
It took about 365 days.
Everything I’ve written has been designed and published.
I got burned out.
So I took a break.
The content beast has a voracious appetite.
Wait…
By writing about having no content…
I’m creating a piece of valuable content.
Looks like I’m back baby!
It’s okay to take a break from the content machine every now and then. How often do you take breaks? Let me know in the comments.
Why My Rate Is $400Hr Green
Why My Rate is $400/hr
First, I don’t like to charge hourly.
We mostly charge by project - this means my team and our clients all know the budget.
When the situation is right, I’ll do hourly work - usually only phone consults at $400/hr with a 2 hr minimum.
Why? This work isn’t like being a plumber.
(or any other profession that charges hourly)
The other day I had a plumber out to the house. He did his work, charged me an hourly rate + materials.
The second he left do you think he ever thought about that job again?
Did he run from his morning shower to write down an idea he had for my house?
Did he wake up at 3am dreaming about an amazing insight for my family?
I doubt it.
But when you hire me. Even at $400/hr that’s what happens.
My mind is always thinking of you and your business.
When I’m in the car...
in the shower…
& when I sleep.
Hey, if you don’t think it’s worth it you don’t have to hire me. But I bet your competitor will.
Why do you charge your hourly rate? Let me know in the comments below.
How To Not Grow Your Brand Pink
HOW TO NOT GROW YOUR BRAND
If we’re lucky in our careers we get to be a part of a successful brand.
But as that brand continues to grow it faces its own unique challenges.
So many aging brands are focussed on selling to their core customer.
And while they are maintaining revenues, they aren’t growing.
The simple truth?
At a certain point, you can’t grow the business by selling to your core.
Brand building never ends. In today’s fast paced world we are constantly fighting for relevance.
We are constantly fighting for growth and new customers.
But if all we do is sell to our core… we can’t grow. How do you find ways to grow your business in addition to your core? Let me know in the comments below.
What Not To Do Black
What NOT to DO
This is the hardest part of brand building.
Not choosing what TO do…
But choosing what NOT to do.
At its core, this is what a great brand does.
It says NO to great opportunities…
That aren’t the RIGHT opportunities.
I get it. It’s not easy to say NO.
But you know you’re building a great brand when you’re clear on what NOT to do.
Do you think choosing what not to do is hard? Let me know in the comments below.
Recommended
How Might We?
How Might We?
This is the question to ask.
Instead of asking “What Should We Say?”
Try asking “How Might We?”
“How” - says solutions exist and provide confidence to identity and solve for unmet needs.
“Might” - is permission to put ideas out there that might work or might not. Either way, it’s all good.
“We” - says we are collaborating and building on one another’s ideas to find a solution.
Ask:
“How Might We increase memberships?”
“How Might We communicate all the benefits of our gym?”
“How Might We find the best stories to tell?”
How Might We?
Start adding this question to your existing toolkit of questions and see where it takes you. You’ll be surprised where the HMW roads lead.
Do you ask How Might We Questions in your business?
The Golden Age Of Brand
The Golden Age of Brand
We are living in a brand revolution.
The bridge between brand and business has never been stronger.
The entire customer experience is driven by brand.
And we’re inventing and reinventing what being a brand professional is all about.
Just as the Rolling Stones were pushing rock n’ roll in the 70s.
And Dr. Dre and Snoop were pushing rap in the 90s
We are defining what brand and branding means today.
There’s never been a better time to be a branding professional or apply it to your business.
Do you think we’re in the golden age of branding? Let me know in the comments below.
Brands Are Hungry
Brands Are HUNGRY
A Brand is like having a child.
It demands a lot from you.
It needs love and attention.
Every new brand you launch is a new mouth to feed.
And Brands are HUNGRY
This is why we are seeing a shift from houses of brands…
(think P&G or Unilever)
To a brand house.
(think FedEx or Apple)
It’s easier and more cost effective to manage a master brand of a brand house than it is to manage many hungry brands.
Do you think brands are hungry? Let me know in the comments below.
So You Wanna Be A Thought Leader
So you wanna be a thought leader…
It’s the “in” thing to do right now, right?
Well there’s only one way it’s going to happen.
You’re gonna have to WRITE.
Whether you’re sharing thoughts with
TEXT
Or
VIDEO
Or
IMAGES
Or
AUDIO
You’re gonna have to write.
So what are you waiting for? Start writing!
I've Got No Content
I’ve Got No Content…
I’m out.
It took about 365 days.
Everything I’ve written has been designed and published.
I got burned out.
So I took a break.
The content beast has a voracious appetite.
Wait…
By writing about having no content…
I’m creating a piece of valuable content.
Looks like I’m back baby!
It’s okay to take a break from the content machine every now and then. How often do you take breaks? Let me know in the comments.
Why My Rate Is $400Hr Green
Why My Rate is $400/hr
First, I don’t like to charge hourly.
We mostly charge by project - this means my team and our clients all know the budget.
When the situation is right, I’ll do hourly work - usually only phone consults at $400/hr with a 2 hr minimum.
Why? This work isn’t like being a plumber.
(or any other profession that charges hourly)
The other day I had a plumber out to the house. He did his work, charged me an hourly rate + materials.
The second he left do you think he ever thought about that job again?
Did he run from his morning shower to write down an idea he had for my house?
Did he wake up at 3am dreaming about an amazing insight for my family?
I doubt it.
But when you hire me. Even at $400/hr that’s what happens.
My mind is always thinking of you and your business.
When I’m in the car...
in the shower…
& when I sleep.
Hey, if you don’t think it’s worth it you don’t have to hire me. But I bet your competitor will.
Why do you charge your hourly rate? Let me know in the comments below.
How To Not Grow Your Brand Pink
HOW TO NOT GROW YOUR BRAND
If we’re lucky in our careers we get to be a part of a successful brand.
But as that brand continues to grow it faces its own unique challenges.
So many aging brands are focussed on selling to their core customer.
And while they are maintaining revenues, they aren’t growing.
The simple truth?
At a certain point, you can’t grow the business by selling to your core.
Brand building never ends. In today’s fast paced world we are constantly fighting for relevance.
We are constantly fighting for growth and new customers.
But if all we do is sell to our core… we can’t grow. How do you find ways to grow your business in addition to your core? Let me know in the comments below.
What Not To Do Black
What NOT to DO
This is the hardest part of brand building.
Not choosing what TO do…
But choosing what NOT to do.
At its core, this is what a great brand does.
It says NO to great opportunities…
That aren’t the RIGHT opportunities.
I get it. It’s not easy to say NO.
But you know you’re building a great brand when you’re clear on what NOT to do.
Do you think choosing what not to do is hard? Let me know in the comments below.
Brand Is Like Golf White Underlines
Brand is like Golf.
The game of golf is a very simple premise.
Get the ball in the hole in as few strokes as possible.
It’s not more complicated than that.
But a lot of people become obsessed with the game.
And as such, there’s a tendency to go deep.
And spend a lifetime…
And for some people a fortune…
Trying to perfect that which is imperfectable…
Kinda like all this branding stuff…
Sometimes we just need to remember that this brand game is about getting the ball in the hole in as few strokes as possible.
Do you find yourself making the brand game more complicated than it needs to be? Let me know in the comments below.
Pride Google Sheets Easter Egg Green
PRIDE Google Sheets Easter Egg
Google is always doing cool things to support their community.
Since June is Pride month…
Google has inserted an awesome Easter Egg in Sheets.
1. Open Sheets
2. Write the word “PRIDE” in the columns.
Watch what happens!
I might start all of my Sheets like this going forward!
What do you think of Google’s Sheets Pride Easter Egg? Let me know in the comments below.
Burn Out Pink
Burn Out.
It’s real.
It happens to all of us.
It’s happening to me.
At first I thought I was unhappy and unfulfilled.
Then I realized I've just been working too hard.
Stretched too thin.
I need a break.
I’m planning on leaning into the summer, taking Friday’s off, and most importantly…
Not being so hard on myself.
How do you know you’re feeling the effects of burnout and what do you do to recharge? Let me know in the comments below.
What Do You Want to Be Known For Black
What Do You Want to Be Known For?
It’s a pretty easy question.
But so many people struggle with this one.
Admittedly I do from time to time as well.
But ask yourself,
“What Do I Want To Be Known For”
As a Brand…
As a Company…
As a Product…
As a Person…
Then put all your energy into making sure the rest of the world knows it too. What do you want to be known for? Let me know in the comments below.
Relax Ask Some Questions Pink
Relax.
Ask Some Questions.
When things get stressful.
When things are weird.
When things aren’t going the way you thought they would.
RELAX
Ask some questions
Ask WHY
Get curious
Questions open up doors to worlds and galaxies that were invisible seconds prior.
What are some of your favorite questions to ask when the going gets tough?
Let me know in the comments below.
Testing Doesn’t Work Black
Testing Doesn’t Work
Testing big ideas by its very nature is flawed.
To be clear I’m talking about focus groups, test groups, processes that score work before launch, etc when I say “testing”.
Testing looks for what’s wrong with an idea.
Not what’s right.
If you look at the most perfect anything long enough you’ll find flaws, imperfections, and reasons not to believe.
Testing suggests that people react logically and intellectually to branding.
As if they pass a brand and say “Gee… that product is psychologically and emotionally representing my unmet needs…”
Testing is flawed because no one really knows what will resonate until the idea and brand is out in the world. The real world.
Testing also assumes that we really know what makes branding work and it can always be quantified, measured, and analyzed.
I don’t think we can.
Do you think testing works? Let me know in the comments below.
Messaging White Line
Messaging
Is why most businesses fail to connect with customers.
Messaging...Shows value you offer.
Messaging...Show’s why you’re different.
Messaging...Is the reason customers choose you.
Messaging isn’t just what we say but HOW we say it.
Messaging that works doesn't focus on telling people what you do.
They probably know already.
The messaging that works for your brand highlights the value of what you do for your customer and how it’s different from the other options they have.
Messaging is the most important, but most overlooked, component of a brand.
Is your messaging doing its job for your brand? Let me know in the comments below.
When Companies Get It Right Green
When Companies Get Brand Right
They ask - “what business problem am I trying to solve?”
They seek the advice of a professional to guide them through the process.
They never stop branding. It's a fluid, ever evolving practice. It's an always-on function in your business.
Customers are demanding more for the companies they do business with. They care about what the business stands for and require that they back up the beliefs they put on a website.
Businesses that look to build communities as a cornerstone of their brand are winning.
Stop selling your product, features and benefits. Sell the story. Sell the feeling and experience your customer has with your brand.
Be willing to take risk and accept change as a part of being great.
Be different. Stand out. Find the white space. Own a position in your customer's mind.
When do you think companies get “brand” right? Let me know in the comments below.
Start With Who Black
Start with Who
Instead of starting with Why, try starting with Who
Who is the sibling of Why.
They are interconnected and depend on one another.
You may argue that one is not more important than the other,
But I would argue that you can have a business without a Why.
You can’t have a business without a Who.
Inspired by Simon Sinek’s golden circle model, there’s a new circle - I call this the diamond encrusted circle.
By getting crystal clear on WHO we are solving a problem for, it becomes easy to ladder up and find our Why.
Do you believe in Starting with Who? Let me know in the comments below.
I Don’t Believe In Formulas Blue
I Don’t Believe In Formulas
There’s a lot of people out there selling formulas for brand and creativity.
I’m not a fan.
Advil is a formula.
WD-40 is a formula.
Coca-Cola is a formula.
A formula is repeatable with a specific, exact, REPEATED outcome.
Branding, writing, design…
No matter how much we try… cannot be reduced to a formula.
We work in FRAMEWORKS.
And while a process and an approach they are not formulas.
They do not give a precise answer.
Frameworks help us uncover truths, identify problems, and get to a desired answer (in a round about way).
But it’s never formulaic.
I believe in frameworks not formulas. Let me know what you think about frameworks vs. formulas in the comments below.
The Cracks In Your Hull White
The Cracks In Your Hull
Today’s hybrid digital and physical world is a real challenge for businesses.
There are about a bazillion touchpoints for your brand.
And showing up inconsistently across this landscape is a real problem.
One mistake or incongruent touchpoint isn’t going to sink your ship.
And in a silo these mistakes never look to be all that large.
But it’s the collective inconsistencies that are the cracks in your hull.
That will one day sink your business.
I can’t tell you when. But it will happen.
How do you manage to stay consistent across your brand? Let me know in the comments below.
Why Clients Pay More Blue
Why Clients Pay More
Is it because the work of a high priced agency is better than a lower priced agency?
Probably Not.
Is it because the people are smarter at a higher priced agency than a lower priced agency?
Hardly ever.
Is it because there is less perceived risk with a higher priced agency than a lower priced agency?
ABSOLUTELY.
Higher Rates ($$) = Peace of Mind
Clients pay more to mitigate risk.
That’s it.
Do you think clients pay more to reduce risk? Let me know in the comments below.
Branding Is About Selling Red
Branding Is About Selling
Branding Is About SELLING
That’s right.
Most people think branding is about logos, or websites, or promises.
But branding is about influencing the gut feel people have about your product or service.
Make no mistake
Branding is all about the $$$$.
Our modern day depiction of the beloved Santa in his red and white suit with rosy cheeks is a great example.
Before the 1930s Santa didn’t exist like this.
There were several mythological characters from different cultures like St. Nick, Sinterklaus, Papa Noel…
But not until Coca-Cola rebranded Santa in their brand colors to influence the sale of more sugar water… did Santa look like we know today.
Branding is all about selling. Let me know if you agree in the comments below.
Remember The Goal Black
Remember The Goal
When reviewing work and giving feedback it’s easy to get lost in minutia.
“Can you make it green?”
“What would this look like with a Gotham font?”
“Is “impact” really the right word?”
While all these details can matter…
This type of feedback isn’t always helpful.
What is helpful is to give feedback that references the business goal the creative is intended to solve.
Try thinking about WHY you’re even doing this in the first place.
Ask:
“Will this attract the customers we want to attract?”
“Will our desired audience get the desired impression we want?”
“What will the gut feeling of our customers be after interacting with this?”
These are the right questions to ask.
When in doubt, remember (and reference) the goal.
This will answer all unanswered questions.
Do you remember the goal in your feedback process? Let me know in the comments below.
There Can Be Only 1 White
There Can Be Only One
At the beginning of every engagement, before any of the work begins, there’s a super dooper important decision to be made…
Who will be the decider?
Who on the team will be the tie breaker?
Who on the team will the one to make the final decision to keep the process moving?
Getting input from the team is a MUST.
But if left unchecked, decision by committee can kill momentum and your brand.
Someone needs to be the decider.
Without a “decider” projects tend to drag on and turn into a meatball sundae of everyone’s ideas.
There can be only ONE.
Do you choose a decider in your engagements? How do you do it? Let me know in the comments below.
What’s The Truest Thing About Your Brand Blue
Find What’s True
Sometimes we over complicate all this brand stuff.
Often, all we need to ask is…
What’s the truest thing about your brand?
If I said “[your brand] is…” what would your prospective customers say?
Patagonia is...self-righteous activists.
Apple is… expensive.
Crocs are… ugly.
In the truth lies your opportunity.
Take that truth and then start to build communications around it.
If the world is already thinking it… don’t fight it.
Lean into the truth head on.
What is the truest thing about your brand? Let me know in the comments below.
You’ll Be Rewarded In Public Black
You’ll Be Rewarded in Public…
...For What You Do In Private.
No one ever sees the hustle.
No one ever sees the struggle.
No one ever sees you staring at a blank page thinking:
“I have no ideas left…”
All everyone ever sees is the finished product.
They see the polished presentation.
The well thought out YouTube video.
Your audience celebrates you in public.
For all the hard work you do in private.
What are you doing in private to be rewarded in public? Let me know in the comments below!
P.S. Do you like customers coming to YOU? My team and I are looking for a few businesses who want to differentiate themselves from their competitors and increase revenue using brand strategy. If you’re interested, message me the word “different”. Thanks.
Sell To The Believers Red
Sell to the Believers
There are a lot of people who DO NOT believe in what you are selling.
And no matter how much you educate them.
Or show them the light.
They’ll never believe.
Then there are those who already believe in what you do and what you are offering.
There are so many people who exhibit the attributes of someone who WILL believe in you with a little education.
Don't waste time selling to the non-believers.
Spend your time selling to the BELIEVERS.
They are waiting for you.
Now go find your believers.
Are you selling to non-believers who will never convert or are you focused on the believers? Let me know in the comments below.
Remember The Goal Black
Remember The Goal
When reviewing work and giving feedback it’s easy to get lost in minutia.
“Can you make it green?”
“What would this look like with a Gotham font?”
“Is “impact” really the right word?”
While all these details can matter…
This type of feedback isn’t always helpful.
What is helpful is to give feedback that references the business goal the creative is intended to solve.
Try thinking about WHY you’re even doing this in the first place.
Ask:
“Will this attract the customers we want to attract?”
“Will our desired audience get the desired impression we want?”
“What will the gut feeling of our customers be after interacting with this?”
These are the right questions to ask.
When in doubt, remember (and reference) the goal.
This will answer all unanswered questions.
Do you remember the goal in your feedback process? Let me know in the comments below.
There can Be Only 1 White
There Can Be Only One
At the beginning of every engagement, before any of the work begins, there’s a super dooper important decision to be made…
Who will be the decider?
Who on the team will be the tie breaker?
Who on the team will the one to make the final decision to keep the process moving?
Getting input from the team is a MUST.
But if left unchecked, decision by committee can kill momentum and your brand.
Someone needs to be the decider.
Without a “decider” projects tend to drag on and turn into a meatball sundae of everyone’s ideas.
There can be only ONE.
Do you choose a decider in your engagements? How do you do it? Let me know in the comments below.
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Brand Is Like Golf White Underlines
Brand is like Golf.
The game of golf is a very simple premise.
Get the ball in the hole in as few strokes as possible.
It’s not more complicated than that.
But a lot of people become obsessed with the game.
And as such, there’s a tendency to go deep.
And spend a lifetime…
And for some people a fortune…
Trying to perfect that which is imperfectable…
Kinda like all this branding stuff…
Sometimes we just need to remember that this brand game is about getting the ball in the hole in as few strokes as possible.
Do you find yourself making the brand game more complicated than it needs to be? Let me know in the comments below.
Pride Google Sheets Easter Egg Green
PRIDE Google Sheets Easter Egg
Google is always doing cool things to support their community.
Since June is Pride month…
Google has inserted an awesome Easter Egg in Sheets.
1. Open Sheets
2. Write the word “PRIDE” in the columns.
Watch what happens!
I might start all of my Sheets like this going forward!
What do you think of Google’s Sheets Pride Easter Egg? Let me know in the comments below.
Burn Out Pink
Burn Out.
It’s real.
It happens to all of us.
It’s happening to me.
At first I thought I was unhappy and unfulfilled.
Then I realized I've just been working too hard.
Stretched too thin.
I need a break.
I’m planning on leaning into the summer, taking Friday’s off, and most importantly…
Not being so hard on myself.
How do you know you’re feeling the effects of burnout and what do you do to recharge? Let me know in the comments below.
What Do You Want to Be Known For Black
What Do You Want to Be Known For?
It’s a pretty easy question.
But so many people struggle with this one.
Admittedly I do from time to time as well.
But ask yourself,
“What Do I Want To Be Known For”
As a Brand…
As a Company…
As a Product…
As a Person…
Then put all your energy into making sure the rest of the world knows it too. What do you want to be known for? Let me know in the comments below.
Relax Ask Some Questions Pink
Relax.
Ask Some Questions.
When things get stressful.
When things are weird.
When things aren’t going the way you thought they would.
RELAX
Ask some questions
Ask WHY
Get curious
Questions open up doors to worlds and galaxies that were invisible seconds prior.
What are some of your favorite questions to ask when the going gets tough?
Let me know in the comments below.
Testing Doesn’t Work Black
Testing Doesn’t Work
Testing big ideas by its very nature is flawed.
To be clear I’m talking about focus groups, test groups, processes that score work before launch, etc when I say “testing”.
Testing looks for what’s wrong with an idea.
Not what’s right.
If you look at the most perfect anything long enough you’ll find flaws, imperfections, and reasons not to believe.
Testing suggests that people react logically and intellectually to branding.
As if they pass a brand and say “Gee… that product is psychologically and emotionally representing my unmet needs…”
Testing is flawed because no one really knows what will resonate until the idea and brand is out in the world. The real world.
Testing also assumes that we really know what makes branding work and it can always be quantified, measured, and analyzed.
I don’t think we can.
Do you think testing works? Let me know in the comments below.
Messaging White Line
Messaging
Is why most businesses fail to connect with customers.
Messaging...Shows value you offer.
Messaging...Show’s why you’re different.
Messaging...Is the reason customers choose you.
Messaging isn’t just what we say but HOW we say it.
Messaging that works doesn't focus on telling people what you do.
They probably know already.
The messaging that works for your brand highlights the value of what you do for your customer and how it’s different from the other options they have.
Messaging is the most important, but most overlooked, component of a brand.
Is your messaging doing its job for your brand? Let me know in the comments below.
When Companies Get It Right Green
When Companies Get Brand Right
They ask - “what business problem am I trying to solve?”
They seek the advice of a professional to guide them through the process.
They never stop branding. It's a fluid, ever evolving practice. It's an always-on function in your business.
Customers are demanding more for the companies they do business with. They care about what the business stands for and require that they back up the beliefs they put on a website.
Businesses that look to build communities as a cornerstone of their brand are winning.
Stop selling your product, features and benefits. Sell the story. Sell the feeling and experience your customer has with your brand.
Be willing to take risk and accept change as a part of being great.
Be different. Stand out. Find the white space. Own a position in your customer's mind.
When do you think companies get “brand” right? Let me know in the comments below.
Start With Who Black
Start with Who
Instead of starting with Why, try starting with Who
Who is the sibling of Why.
They are interconnected and depend on one another.
You may argue that one is not more important than the other,
But I would argue that you can have a business without a Why.
You can’t have a business without a Who.
Inspired by Simon Sinek’s golden circle model, there’s a new circle - I call this the diamond encrusted circle.
By getting crystal clear on WHO we are solving a problem for, it becomes easy to ladder up and find our Why.
Do you believe in Starting with Who? Let me know in the comments below.
I Don’t Believe In Formulas Blue
I Don’t Believe In Formulas
There’s a lot of people out there selling formulas for brand and creativity.
I’m not a fan.
Advil is a formula.
WD-40 is a formula.
Coca-Cola is a formula.
A formula is repeatable with a specific, exact, REPEATED outcome.
Branding, writing, design…
No matter how much we try… cannot be reduced to a formula.
We work in FRAMEWORKS.
And while a process and an approach they are not formulas.
They do not give a precise answer.
Frameworks help us uncover truths, identify problems, and get to a desired answer (in a round about way).
But it’s never formulaic.
I believe in frameworks not formulas. Let me know what you think about frameworks vs. formulas in the comments below.
The Cracks In Your Hull White
The Cracks In Your Hull
Today’s hybrid digital and physical world is a real challenge for businesses.
There are about a bazillion touchpoints for your brand.
And showing up inconsistently across this landscape is a real problem.
One mistake or incongruent touchpoint isn’t going to sink your ship.
And in a silo these mistakes never look to be all that large.
But it’s the collective inconsistencies that are the cracks in your hull.
That will one day sink your business.
I can’t tell you when. But it will happen.
How do you manage to stay consistent across your brand? Let me know in the comments below.
Why Clients Pay More Blue
Why Clients Pay More
Is it because the work of a high priced agency is better than a lower priced agency?
Probably Not.
Is it because the people are smarter at a higher priced agency than a lower priced agency?
Hardly ever.
Is it because there is less perceived risk with a higher priced agency than a lower priced agency?
ABSOLUTELY.
Higher Rates ($$) = Peace of Mind
Clients pay more to mitigate risk.
That’s it.
Do you think clients pay more to reduce risk? Let me know in the comments below.
Branding Is About Selling Red
Branding Is About Selling
Branding Is About SELLING
That’s right.
Most people think branding is about logos, or websites, or promises.
But branding is about influencing the gut feel people have about your product or service.
Make no mistake
Branding is all about the $$$$.
Our modern day depiction of the beloved Santa in his red and white suit with rosy cheeks is a great example.
Before the 1930s Santa didn’t exist like this.
There were several mythological characters from different cultures like St. Nick, Sinterklaus, Papa Noel…
But not until Coca-Cola rebranded Santa in their brand colors to influence the sale of more sugar water… did Santa look like we know today.
Branding is all about selling. Let me know if you agree in the comments below.
Remember The Goal Black
Remember The Goal
When reviewing work and giving feedback it’s easy to get lost in minutia.
“Can you make it green?”
“What would this look like with a Gotham font?”
“Is “impact” really the right word?”
While all these details can matter…
This type of feedback isn’t always helpful.
What is helpful is to give feedback that references the business goal the creative is intended to solve.
Try thinking about WHY you’re even doing this in the first place.
Ask:
“Will this attract the customers we want to attract?”
“Will our desired audience get the desired impression we want?”
“What will the gut feeling of our customers be after interacting with this?”
These are the right questions to ask.
When in doubt, remember (and reference) the goal.
This will answer all unanswered questions.
Do you remember the goal in your feedback process? Let me know in the comments below.
There Can Be Only 1 White
There Can Be Only One
At the beginning of every engagement, before any of the work begins, there’s a super dooper important decision to be made…
Who will be the decider?
Who on the team will be the tie breaker?
Who on the team will the one to make the final decision to keep the process moving?
Getting input from the team is a MUST.
But if left unchecked, decision by committee can kill momentum and your brand.
Someone needs to be the decider.
Without a “decider” projects tend to drag on and turn into a meatball sundae of everyone’s ideas.
There can be only ONE.
Do you choose a decider in your engagements? How do you do it? Let me know in the comments below.
What’s The Truest Thing About Your Brand Blue
Find What’s True
Sometimes we over complicate all this brand stuff.
Often, all we need to ask is…
What’s the truest thing about your brand?
If I said “[your brand] is…” what would your prospective customers say?
Patagonia is...self-righteous activists.
Apple is… expensive.
Crocs are… ugly.
In the truth lies your opportunity.
Take that truth and then start to build communications around it.
If the world is already thinking it… don’t fight it.
Lean into the truth head on.
What is the truest thing about your brand? Let me know in the comments below.
You’ll Be Rewarded In Public Black
You’ll Be Rewarded in Public…
...For What You Do In Private.
No one ever sees the hustle.
No one ever sees the struggle.
No one ever sees you staring at a blank page thinking:
“I have no ideas left…”
All everyone ever sees is the finished product.
They see the polished presentation.
The well thought out YouTube video.
Your audience celebrates you in public.
For all the hard work you do in private.
What are you doing in private to be rewarded in public? Let me know in the comments below!
P.S. Do you like customers coming to YOU? My team and I are looking for a few businesses who want to differentiate themselves from their competitors and increase revenue using brand strategy. If you’re interested, message me the word “different”. Thanks.
Sell To The Believers Red
Sell to the Believers
There are a lot of people who DO NOT believe in what you are selling.
And no matter how much you educate them.
Or show them the light.
They’ll never believe.
Then there are those who already believe in what you do and what you are offering.
There are so many people who exhibit the attributes of someone who WILL believe in you with a little education.
Don't waste time selling to the non-believers.
Spend your time selling to the BELIEVERS.
They are waiting for you.
Now go find your believers.
Are you selling to non-believers who will never convert or are you focused on the believers? Let me know in the comments below.
Remember The Goal Black
Remember The Goal
When reviewing work and giving feedback it’s easy to get lost in minutia.
“Can you make it green?”
“What would this look like with a Gotham font?”
“Is “impact” really the right word?”
While all these details can matter…
This type of feedback isn’t always helpful.
What is helpful is to give feedback that references the business goal the creative is intended to solve.
Try thinking about WHY you’re even doing this in the first place.
Ask:
“Will this attract the customers we want to attract?”
“Will our desired audience get the desired impression we want?”
“What will the gut feeling of our customers be after interacting with this?”
These are the right questions to ask.
When in doubt, remember (and reference) the goal.
This will answer all unanswered questions.
Do you remember the goal in your feedback process? Let me know in the comments below.
There can Be Only 1 White
There Can Be Only One
At the beginning of every engagement, before any of the work begins, there’s a super dooper important decision to be made…
Who will be the decider?
Who on the team will be the tie breaker?
Who on the team will the one to make the final decision to keep the process moving?
Getting input from the team is a MUST.
But if left unchecked, decision by committee can kill momentum and your brand.
Someone needs to be the decider.
Without a “decider” projects tend to drag on and turn into a meatball sundae of everyone’s ideas.
There can be only ONE.
Do you choose a decider in your engagements? How do you do it? Let me know in the comments below.
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The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
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As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
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- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
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In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
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在线办理(英国UWS毕业证书)西苏格兰大学毕业证学位证一模一样
学校原件一模一样【微信：741003700 】《(英国UWS毕业证书)西苏格兰大学毕业证学位证》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。
本公司拥有海外各大学样板无数，能完美还原。
1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700
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二.真实使馆公证(即留学回国人员证明,不成功不收费)
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四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度)
如果您处于以下几种情况：
◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】
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5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
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Global Growth Starts With Translation - How To Unlock Global Markets - Tim Kirby
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Key takeaways:
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2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translationMastering Your Online Visibility - Fernando Angulo
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Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.The Future of ''Digital marketing'' .pptx
Digital marketing leverages digital channels such as SEO, content marketing, social media, PPC, and email to promote products or services. It includes affiliate and influencer marketing, mobile strategies, and online PR. Marketing automation helps streamline efforts, while analytics guide data-driven decisions. The objective is to engage target audiences, drive conversions, and build brand loyalty by reaching customers in the digital spaces they frequent.The future of digital marketing will be driven by advancements in artificial intelligence (AI) for personalized content and customer service, and the rise of voice search optimization due to smart speakers. Video content, especially short-form videos, will continue to dominate, while augmented reality (AR) and virtual reality (VR) will enhance customer experiences. Emphasis on data privacy and compliance will grow, alongside the need for seamless omnichannel marketing. Blockchain technology will offer secure digital advertising, and sustainability will become a key focus. With the advent of 5G technology, faster mobile internet will enable new innovations, and advanced personalization will deliver highly relevant content to users.
Growth Marketing in 2024 - Randy Rayess, Outgrow
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Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
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