After your logo, the most powerful expression of your brand is found in those words that sit there under your logo. Your rallying cry.
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It’s not enough to expose people to your message. You have to give them a meaningful reason to care if you want to engage them.
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By uncovering the benefit of the benefit and connecting with your purpose, you can unlock the full potential of your brand.
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If you’re looking for the path to success for your organization, it runs right through your brand purpose.
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Purpose and mission are two distinct but interconnected concepts that together define a brand's identity and direction.
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Maybe it’s time to get with your sales colleagues and create something you’ll both feel good about.
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We have to change our inclination from enumerating the rational things and thinking it’s enough to rely on the lightweight brand benefits.
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It can be easy to forget the power that brand equity has in gaining, retaining, and nurturing customers.
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Treat aspirations with great care, letting those you hope to serve know that you share common ground when it comes to what they hold dear.
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Focus on understanding the disconnect and you’ll begin to understand how your brand can help them bridge that gap between what they say and do.
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The evolution of branding in 2024 will be marked by a fusion of technology and prospect-centric strategies.
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Over the 4th quarter of 2023, posts covering brand and purpose commanded readers’ attention. Here is a recap
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A great brand can change everything for an organization. The same goes for your purpose. Imagine what happens when you wed the two.
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Do the strategic work when establishing or refreshing your brand. It will ensure you’re creating a brand that means something to those you hope to serve.
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Trends come and go. Fads have an expiration date. There are things that deserve more of your attention and effort. The things that don’t change for your brand.
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Nurturing your brand’s value requires having respect for the work put into the brand. There is just too much at stake to ignore it.
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Here is a collection of posts on the value of gratitude in your branding. I hope you enjoy.
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If you’re sending out a lone thankfulness message in November, you’re missing a bigger opportunity.
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Customer journey maps remain indispensable tools for enhancing customer experiences, aligning teams, and driving innovation.
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A purpose-driven brand story fosters an emotional investment and ignites passion in those you hope to serve. It’s what makes a brand enchanting.
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