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CustomersMarketingMessagingPsychology

How To Create Effective Marketing Key Messages With The 4 Forces That Drive Customer Decisions

The purpose of your marketing messages is to describe how your customers’ lives will improve when they engage with your business. It’s an easy concept to articulate, but it contains a key word with a lot of hidden complexity: Improve. That one word summarizes an idea that we sometimes forget when it comes to our marketing. And when neglected, it makes our efforts ineffective. Read More
How To Create Effective Marketing Key Messages With The 4 Forces That Drive Customer Decisions
Brand StrategyCore ValuesCultureLeadership

How To Make Your Brand Strategy Actionable Inside Your Business

Your brand is the thread that ties your entire business together. It starts with your high level vision and values, extends into your positioning and offering, and gets expressed in your messaging and visuals. And for that brand to be effective you need to weave it into all aspects of your business. This means it’s not enough to express it through your marketing materials, content, and products. To deliver on your brand consistently it needs to be central to how your business operates. Read More
How To Make Your Brand Strategy Actionable Inside Your Business
Brand StrategyMarketingMessagingTeardown

Marketing Insights Pulled From 5 Multi-Billion Dollar Brands

When developing a brand, it’s not always easy to know what’s working and what isn’t. The goal of your brand is to communicate your company’s unique value to your customers. So, in a broad sense, the effectiveness of your brand can be measured in growth. Is there an increasing number of customers who are seeing, trusting, and engaging with your business? Depending on your model, that growth might be measured by things like volume of customers, their level of engagement, or revenue. Read More
Marketing Insights Pulled From 5 Multi-Billion Dollar Brands
The Benefits Of Talking To Your Customers Like Real Human Beings
The Benefits Of Talking To Your Customers Like Real Human Beings

The Benefits Of Talking To Your Customers Like Real Human Beings

There’s a strange condition that affects people the second they slip on their marketing hat. Their words become complex. They spit out sentences in strange, stilted fragments. Original thoughts get replaced with clichés and ideas are drained of emotion. In other words, creating marketing messages robs people of their ability to speak like human beings. It’s hard to say what the exact cause of this condition is, but there are several factors that could contribute to it.
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5 Questions On Building A Brand With Entrepreneur Of The Year & Drift CEO David Cancel
5 Questions On Building A Brand With Entrepreneur Of The Year & Drift CEO David Cancel

5 Questions On Building A Brand With Entrepreneur Of The Year & Drift CEO David Cancel

Any time you see a company that’s had a lot of success in a relatively short amount of time there’s a natural curiosity to understand how they did it. What can we learn from their path? How do their experiences align, or not, with our own experiences? The marketing technology company, Drift, definitely hits the mark here in terms of fast growth and success. CEO David Cancel and CTO Elias Torres, founded Drift in 2014. In the 5 years since, they’ve grown to a customer base of 50K+ and a team of more than 280.
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The Secret To Elevating Your Brand’s Creative? Constraints.
The Secret To Elevating Your Brand’s Creative? Constraints.

The Secret To Elevating Your Brand’s Creative? Constraints.

Creativity centers around the use of our imagination. It’s associated with freedom of thought and expression. At times creativity feels like it comes from a magical, almost undefinable space inside of us. The challenge comes when you need to harness creativity for the purposes of your business and brand. When creativity needs to serve a specific purpose, expressing it can go from a liberating experience to a paralyzing one.
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Why Brand Strategy Is Critical For Aligning Remote Teams
Why Brand Strategy Is Critical For Aligning Remote Teams

Why Brand Strategy Is Critical For Aligning Remote Teams

There are lots of reasons why remote work continues to spike in popularity. It increases access to talent. It decreases the need for expensive office space. And the evolution of technology makes it way easier to collaborate even when folks are far apart. While remote work creates savings opportunities for businesses and more freedom for employees, it has some big challenges too.
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How Your Brand Can Benefit From Having A Sense Of Humor
How Your Brand Can Benefit From Having A Sense Of Humor

How Your Brand Can Benefit From Having A Sense Of Humor

If you ask someone for their ideal qualities in a significant other or friend, a sense of humor is almost always near the top of the list. And there’s a good reason why humor gets a shoutout alongside key traits like honesty and empathy. Humor has the magical ability to ease difficult situations and extract more joy out of good ones. Those are pretty important things if you want a relationship that lasts. Your brand is a relationship too.
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The Most Important Thing To Know About Your Target Customers
The Most Important Thing To Know About Your Target Customers

The Most Important Thing To Know About Your Target Customers

If there’s one piece of information you can find out about your customers that would most improve your brand, marketing, as well as your actual product or service itself, it’s the answer to this question: “What did your customer do before they found your business?” In other words, when it comes to the need you’re addressing, how do your target customers currently deal with it?
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How To Find Your Brand’s Position With A Competitive Landscape Map
How To Find Your Brand’s Position With A Competitive Landscape Map

How To Find Your Brand’s Position With A Competitive Landscape Map

The right visual can be a huge asset to quickly convey information about your brand's position.  Whether it’s to align your internal team, present to customers, or pitch to investors, a competitive landscape map tells a concise, visual story. It’s a format that’s easy to consume and remember even for people that are new to your brand.
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Why We Waited 4 Years To Put Our Brand On Instagram
Why We Waited 4 Years To Put Our Brand On Instagram

Why We Waited 4 Years To Put Our Brand On Instagram

When it comes to content channels, our advice has always been the same: Unless you have the time, budget, and resources to commit to a channel the default answer to the question “Should I be on (name a channel / social network)”, is NO. On the surface, it might seem like this goes against the grain on current content trends. But it’s really about helping to make content efforts successful.
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Why Your Brand’s Logo Is The Last Thing You Should Worry About
Why Your Brand’s Logo Is The Last Thing You Should Worry About

Why Your Brand’s Logo Is The Last Thing You Should Worry About

The phrase “your brand is not your logo” has been around for years. It’s a simple idea that helps shake a common misconception. It pushes people to expand their understanding of what a brand represents. It lets you know there’s a lot more to think about in terms of your brand’s role beyond a visual mark. But it doesn’t go far enough.
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4 Signals That Your Brand Is In Poor Health
4 Signals That Your Brand Is In Poor Health

4 Signals That Your Brand Is In Poor Health

Evaluating the health of your brand can be a tricky thing. To start, you have to define the role brand plays for your business. Your brand is a relationship between your business and your customers. A healthy brand has alignment between those two sides. It means your offerings, the way your business operates, and the way you communicate your value all resonate with your customers.
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Business Advice On Stoicism Via Kawhi Leonard and Alex Honnold
Business Advice On Stoicism Via Kawhi Leonard and Alex Honnold

Business Advice On Stoicism Via Kawhi Leonard and Alex Honnold

It’s easy to compare the emotional turbulence of running a business with riding a roller coaster. The standard business lifecycle comes with tense uphill climbs, exciting turns, and sometimes heart-stopping descents. When you’re that invested in your work, you can’t help but feel the intensity of those moments. One of the biggest tests for founders and business leaders then becomes how you react in those situations.
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Infographic: What CEOs Care About (And How Their Brand Can Help Them)
Infographic: What CEOs Care About (And How Their Brand Can Help Them)

Infographic: What CEOs Care About (And How Their Brand Can Help Them)

Leading a company is incredibly complex. From the team to the product or service they deliver, CEOs and Founders are responsible for providing clarity and direction for the entire business. These are some of the things that those leaders think about most and the role that a strong brand strategy can play in helping their company achieve its goals.
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Two Key Ideas That Will Make Your Marketing Ads More Effective
Two Key Ideas That Will Make Your Marketing Ads More Effective

Two Key Ideas That Will Make Your Marketing Ads More Effective

The barrier to entry for putting up digital ads now is almost nonexistent. You can throw together an ad on any social network or search engine in minutes. But with that ease and speed, comes some risk. In the rush to get ads up, it’s easy to neglect the quality of the content that goes into them. If you don’t put some care into it, you’re likely to burn through budgets without much to show for it.
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How To Find The Peaks, Pits, and Potholes In Your Brand
How To Find The Peaks, Pits, and Potholes In Your Brand

How To Find The Peaks, Pits, and Potholes In Your Brand

One of the biggest traps in business is the idea that you need to be excellent at everything. It’s fueled by a fear that our customers will only engage with us if we satisfy all their needs at a high level. The truth though is that to create a brand that’s effective, memorable, and sustainable you have to make trade-offs. You have to identify which aspects of your customers needs you want to prioritize.
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Timeless Leadership Principles That My Dad Instilled In Me
Timeless Leadership Principles That My Dad Instilled In Me

Timeless Leadership Principles That My Dad Instilled In Me

My Dad was an incredible business person and community leader. He had a long career in the newspaper industry, capped by a 20-year run in the role of Publisher (CEO in the newspaper world). Beyond that, he gave back by serving on community boards and in city council. We didn’t talk about work and leadership quite as often as we did movies. But the actions he modeled drove home some important lessons better than any conversation ever could.
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Is Your Company’s Purpose To Be World-Class?
Is Your Company’s Purpose To Be World-Class?

Is Your Company’s Purpose To Be World-Class?

The idea of being the best in the world at something sparks a complex set of feelings. It’s exciting and motivating to aspire to a crazy high level of potential. At the same time, it’s such a high goal that it can almost feel arrogant or even silly to consider. But when you look at the idea of “world-class” from the right angle it not only starts to feel attainable, it can become a powerful guide for your business.
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