A Guide to Creating a Lasting Brand Once a term used almost exclusively in the marketing and advertising industry, branding is now a common term for everyone. And while branding is generally understood by anyone, what is far less known is how to actually build a brand. And even more scarce is knowledge of what […]
brand
Branding and Positioning for Colleges and University
One of the most important aspects of branding for colleges and universities is to avoid the trap of trying to be all things to all people. In brand studies of like-minded colleges, their websites, recruiting materials, advertising, and messaging often looked and sounded the same—mainly because they wanted to show that they could satisfy the […]
Your Backstory Is a Brand Content Goldmine
Many businesses often struggle to define their brand or key differentiating points, especially when they’re in a highly competitive or commoditized market. Too often, they’ll point to “excellent service,” “commitment to customer satisfaction,” or some other tired platitude that similar companies or organizations can easily claim as well. However, there’s one fertile area that most […]
Brand Positioning Evaluation eBook
Brand positioning is one of the most important steps in building a memorable brand. Determining the elements that go into a strong brand positioning statement, however, isn’t easy. You’ve probably already conducted a lot of research to gain a deeper understanding of the perceptions surrounding your brand. You’ve also sifted through this information to identify […]