Articles

Strategies to Build Brand Loyalty

Blog-WinWin

Case Study: Fragmented Technology and No Marketing Strategy Does Not Produce Results

Our client, a 50-year-old membership organization had a small group of members with intense brand loyalty. These members would describe their relationship to the organization as “I owe my whole professional life to them”. There was a bigger group that expressed the sentiment “we know we can depend on you for only this”. These members would come and go based on when they needed one specific service that this organization was really good at.  

While they had some members who were very loyal, they…

Read more…

Blog-RethinkReviseRebrand

Case Study: How Passion for the Brand and Re-Uniting the Team Created Unstoppable Energy

Most brands would do anything to create the deep emotional connection and intense loyalty enjoyed by our client, a 50-year old regional non-profit. The organization was named after one of its charismatic, larger-than-life leaders. Back in the day, the founders had united the community around their mission of fostering conversations about diversity in various mediums--a public access television talk show, retreats, and workshops. But now, all but the TV show was shut down due to financial mismana…

Read more…

Blog-MindsetChanging

How Your Mindset Affects Being Ready to Scale Your Business

Mindset. It’s all about the mindset. You can talk about growth, acquire the tools, and implement the systems, but if your mindset isn’t in the right place, you’ll still plateau or worse, fail. So, what is mindset? Mindset is a set of beliefs that shape how you make sense of the world and yourself. It influences how you think, feel, and behave in any given situation. Mindset is perception, it’s not fact-based. However, it feels like fact to you.  

I was on a call with a client and we were talkin…

Read more…

Blog-GrowthArrow

Case Study: Growth and Change Elicit Strong Feelings for Everyone in a Company

When the founder left the industry-leading company where he’d worked for the better part of a decade to strike out on his own, he had big ambitions: to compete with his former employer on a global scale, with an offering that would set a new industry standard for ethics, safety, and client value.

He was soon joined by two colleagues he’d met during his 16-year tenure in the industry, who had also become friends. The three shared the same vision for improving the industry, and together they atta…

Read more…

Blog-Matches

What is Brand Personality and How it Helps in Marketing?

Think about a person that you admire or has been a mentor to you.
Can you see them in your mind?
Feel how they make you feel?

Now, tell me about this person. Only I don’t want to know their name or their gender. I want you to describe their personality to me. Do they always make you laugh? Are they always running late? Do they have a quirky twitch that they do when they are thinking? Remember, do not tell me their name or gender.

I’m listening...

Now let me tell you about my person-> My perso…

Read more…

OmicleBlogB-Vision

How to Create Mission and Vision Statements that are Sticky

While these words are common-place in both the nonprofit sector and the business world, there is often a lot of confusion around what they actually mean. Without clarity, it can be challenging to know if your organization truly knows what it does and even more challenging for the market to understand why they should do business with you or donate to your organization. Remember, a confused mind never buys. So allow me to explain each of these as well as the organization's purpose and core values.…

Read more…

Blog-Diamond

How to Build the Ultimate Brand to Better Connect with Your Customers

Figuring out your brand personality can seem to be impossible. It's like figuring out who you are and what really matters to you as a person. We all struggle (whether we admit it or not) when it comes to figuring out who we really are. It can take years of self-reflection, self-care, and personal discovery only to discover that who we thought we were is not who we actually are…and then begins the process of accepting who we really are. Well, you don’t have that kind of time when it comes to buil…

Read more…

Me Too Branding. Don’t Be A Copycat.

Ooohhhh me too. Me too. Me too. When a brand so closely resembles another in communications, logo, name, or colors that it causes confusion in the market and to its customers, it is called a copycat brand or as I call it, a “Me Too Brand.”

I once met with this tech company whose whole strategy was to intentionally be a Me Too Brand. Their plan was to confuse the market so they could steal their competitor’s clients. They even went so far as to rename their company. They took the company’s two-w…

Read more…

Img-ProCity

Be Determined in Getting Clear About Who Your Target Audience Is

One of the main challenges that businesses face is attracting their ideal client. For many, they see the total addressable market (TAM) and multiply that by the price of their product or service—it's HUGE!! And it’s not reality. You can have the best sales funnel and the product or service offerings but if you are not attracting the right people then you have a problem. Your problem only gets bigger when developing and implementing your marketing strategy because you end up doing more, paying mo…

Read more…

Learning from Another Brand's Customer Service Mistakes

bad-CS-cartoonHas your company ever had a problem with dealing with customers? We all have "off days" and do make mistakes.

Over the last few weeks, there has been a lot of chatter about a major cable and Internet provider that made “headline” news when a customer recorded a call to the company’s customer service center. All the customer wanted, was to terminate his service...a simple request, blown horribly out of proportion! The customer service agent proceeded to ask questions as to why the customer would…

Read more…