INSIGHT
THE BRAND GURU BLOG
Brand Messaging That Speaks Your Customers’ Language
When constructing a building, nothing happens until the architectural blueprint gets created. The same holds true when creating a brand, only we call it a “brand brief” rather than a blueprint. The brand brief provides a critical framework for building and...
A Strong Brand Is A Nonprofit’s Best Friend
Nonprofit organizations differ from commercial businesses in many ways. But there’s one thing they have in common – the need for a compelling brand that resonates with their target markets. Without it, nonprofits can get lost in the crowd just like any for-profit...
Creating a Powerful Employer Brand
For the past few years, workers have had the upper hand in the recruiting process. Record low employment rates and stiff competition for top talent, especially in technical fields, have given job seekers more choices. And they’re not settling for employers that...
Brand Personality In A COVID World
With COVID-19 throwing the global economy into chaos and causing millions to lose their jobs, brand personality probably doesn’t rank top of mind with many marketers right now. Yet, in times like these, it can be more important than ever. Because we will recover...
Building a Winning Brand: Points of Parity and Difference
One of the most important “jobs” of a brand is to differentiate you from competitors in a way that customers see you as the preferred choice when buying the product or service your business offers. This is where points of parity and points of difference enter the...
Developing a Powerful Brand Strategy: Frame of Reference
Defining your target audience is the first step in developing a powerful brand strategy. But you’re not the only player in your (hopefully) tightly defined market. Which means you need a frame of reference so potential customers can clearly understand “what you do”...
