Every new customer goes through a decision process. And the first decision is “Where do I buy?” The answer to that question is determined by the strength of the brands in consideration. Whether or not you get a chance at the business is determined by the strength of your brand. It’s a competition between brands
Creating a Brand Vocabulary to Build Culture and Community
Unexpectedness and contrast make a brand memorable. They are the attention twins that make your business different. Unless your business offers something unexpected, or is contrasted from your competition, you are unlikely to be noticed by consumers. In fact, you are more likely to be ignored. Throughout your business, you should seize the opportunity to
Taglines: When the Brand Name Doesn’t Promise
This week on The Marketing Spot features a series of articles on Brand Building to Build Your Business. Part 1: It’s Never Just a Marketing Issue Part 2: Define Your Brand Part 3: Creating Your Brand Vocabulary Part 4: Brand vs. Brand vs. Local Brand What’s in a brand’s name? Not nearly enough. Especially when
Define Your Brand
Yesterday we discussed how marketing and business are one and the same. Marketing is not something you do to get more business, it is a natural extension of how you do business. This week I’ll feature a series of articles that will help you align your marketing with your business, focusing on the brand. The
It’s Never Just a Marketing Issue
If you want to bang your head against the wall, blame your business problems on your marketing. “The reason we don’t have more business? It’s just a marketing issue.” There’s the business side of things, and then there’s marketing. Umm…not so fast. Actually, they’re the same thing Over on the Brand as Business Bites blog,
Likes to Leads: Facebook for Business Strategy
Have you noticed that your Facebook business page can take your time, but not yield back business? Many businesses are analyzing the value of their Facebook page and asking the question: Is Facebook worth it? The answer is maybe. To turn that maybe into a yes, you need a strategy that turns likes into leads.
Announcement: Facebook for Business Webinar
If you are going to have a Facebook page, it should be for the purpose of getting more business. I invite you to join me this Thursday for my special webinar: Facebook for Business That Gets Business Please watch this video explanation about what you will learn and then get more details and registration information
Marketing With SOUL
Howard Schultz faced an intriguing choice. The former Starbucks CEO could enjoy the rewards of having built Starbucks into a world-wide brand, or he could return to the daily grind by reclaiming the CEO title after an 8-year absence. He chose the grind. What tipped the scales? Schultz told Bloomberg Businessweek: The company had been
Why Listening is Too Little
“Listen.” That’s what they tell you when you jump into social media; “Listen.” Unfortunately, listening will do little for a local, small business. Why speak such heresy? Because very few people are talking about you. And you cannot expect that to change if your primary posture is listening. There is nothing wrong with listening to
You Are the Customer
7 Customer Service Attitudes You Should Adopt Gleaned from Paul Hawken’s classic book: Growing a Business 1. Have a conviction instead of a credo. “The customer is always right.” ”The customer comes first.” ”Stay close to the customer.” Hawken says: “The motto on the wall will have meaning only if it is truly the conviction
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