brand identity

April 10, 2012

Is your Brand a Brown Box or a Thoughtful Gift?

Content is king, right? That’s what we are told over and over again. While I believe you need to have quality services and products to offer your clients, I don’t believe great content is a panacea for drawing in and converting eager clients. Substantive content is vital to building a valuable and trustworthy brand, however, it isn’t necessarily what is going to grab the attention of your audience.  What you need to go along with your relevant content is enticing packaging. There, I’ve said it. You can all start throwing your tomatoes now. I know for many people the idea of glorifying packaging is exactly what they dislike about marketing. They feel it devalues the core of the message or product they are creating and selling. As consumers we sometimes
April 3, 2012

Put a little Spring into your Brand Step.

One of the pillars of good branding is consistency. Consistency makes your brand stick in the minds of your audience. The more consistent you are with your brand message and image, the more recognizable and memorable your brand becomes. When you are consistent, you develop a reputation for being reliable. However, we need to be careful we don’t let the reliability of our brands allow them to get boring. Sure, reliability and consistency are the foundations of successful branding, but let’s face it, if that’s all you have going for your brand it’s about as exciting as an old shoe. If you really want to entice your audience you are going to have to trade in those clunky loafers for some sexy sandals. Here are some of my tips for putting some spice in the soul of your brand: