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Brand Experience Strategy

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5 Tips to Developing a Successful Brand Positioning Strategy

An effective brand positioning strategy is an absolute must for scaling brands to succeed. It’s a strategy that seeks to influence how the market perceives your brand and the value you provide. It’s specific, clear, and distinctive from your competitors. It’s the process of strategically placing your organization, a product, or service that you offer in the market so that your target audience can easily notice and take action.

A successful brand strategy yields benefits such as increased client…

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Blog-Likable

5 Tips on How Your Brand Personality Creates an Amazingly Likable Brand

Our personalities are what make us human, what makes us individuals. Because of them, we can be perceived as likable or annoying, safe or adventurous, inspiring or boring. Personality is defined as the organized pattern of the physical, mental, and emotional characteristics. Just like people, brands have recognizable traits that convey the way they think, feel about, and engage with the world and within their market. The authenticity and consistency of these traits are what separates a strong br…

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Blog-Zensen

How a Conversational Strategy Helps to Scale Your Business

What does it mean to be interesting? According to Dictionary.com, interesting means “arousing curiosity or interest; holding or catching the attention”. Is your brand interesting? Does your marketing arouse curiosity or hold the attention of your intended audience?

To be interesting doesn’t mean you need to become a comedian or that suddenly you only share content featuring cute puppies. Being interesting means that you are interested in your audience’s needs and wants. It means that you can re…

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What Makes an Amazingly Successful Landing Page

More businesses are holding events than ever before. Technology and a global pandemic have made it a requirement that we learn how to navigate different ways of connecting with each other that build and strengthen relationships regardless of where in the world we are.

Not all events have to be market or client-focused events like conferences or workshops. Events can also include team meetings, department trainings, or gatherings to bring employees together from different locations. Regardless o…

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Blog-Storytelling

Storytelling is Absolutely Essential to Engage or Influence Your Market

Brand storytelling has changed. It used to be that your brand was the hero of your story, and your features and benefits are how it “won”. Not anymore. Now, brand stories need to make your target audience the hero of the story.

The storytelling method even has science to back it up. In a study at Princeton University, scientists found that, when you listen to a well-told story, the parts of your brain that respond are those that would if you were inside the story. Even more impressive: this eff…

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Blog-Hourglass

Which is More Important Quantity or Quality in the Sales Funnel?

Which is more important, quantity or quality? It seems like everyone has their own opinion about which one is “more” important. I think it’s asking the wrong question and seeks to justify an excuse. Yes, you need quantity because not every prospect is a good fit for your organization and yes, you need quality to ensure that your leads are qualified and likely to convert. It’s not one or the other, it’s both.

Most of your client journey is outside of your control. With all the modern technology …

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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…

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Growth and Scaling: What's the Difference and Why Does it Matter?

In early 2021, I changed my tagline to Be Ready to Scale®. Shortly after that, I was meeting with a prospect and he asked me, “Why did you choose the word 'scale' instead of growth?”

At first, I was taken aback. It wasn’t a question I was expecting as we were talking about his company and how I could help him. I was happy to answer him though. It’s what makes me different from my competitors.

I explained that growth is something that is usually thought about in linear terms—a company acquires …

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Blog-MVP

The Ability of a Brand to Go from Viable to Valuable

MVP. Sounds exciting. You want that title. Right?

Well, unfortunately, I am not going to talk about being the most valuable player. Instead, my thoughts are about a minimal viable product (MVP). I know that is nowhere near as sexy. And as you know, you don't want me talking sports. LOL!

Anyway, I want to draw attention to the words--minimal...viable...product—MINIMAL in particular.  

The concept is great, you spend as little as possible and generate the most revenue (and hopefully profit too)…

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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…

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