So far during Brand Month, I’ve talked about how mission, values, purpose, vision and voice contribute to making up a complete brand. Today, I want to talk about the importance of brand positioning. Brand positioning is deciding how your brand is differentiated in the minds of your customers. The goal is to position your brand…
NOTE: This is an update of my blog post from March 2019 titled, “Would You Date This Brand?” Would you swipe left or right on Nike? Starbucks? Netflix? Seems like a silly question but think about it. We all have deep and meaningful long term relationships with our favorite brands. I personally will not get…
It’s a mystery to me how many times I ask a client if they have a brand guide to share and they look at me like I’m speaking a different language. A company’s brand is so critical to its success. I can’t believe so many business leaders don’t document their brand and lock down how…
Happy March! I can’t believe we are already in the third month of the year. Where has the time gone? I’ve decided March is going to be BRAND month for this blog and my LinkedIn newsletter. This makes me very happy because it is one of my favorite topics. I’ve got lots of ideas, tips,…
For this week’s musings on thought leadership, I present to you, dear reader, a case study. This case study highlights ghostwritten work I’ve written (and am still doing) for a long-term client over the last two years. The Client The client provides recruitment and resources for career growth to women in the tech industry. They…
If you read my LinkedIn newsletter, you know that I will be musing about Thought Leadership this month both there and here on this blog. This is one of my most favorite content marketing topics because I think it’s such a powerful way to enhance a brand and it’s a lot of fun to write.…
A brand story is a cohesive narrative that incorporates the facts, characteristics, thoughts, and emotions created by your brand. Unlike copywriting, which is about showing and telling about your brand, a story inspires an emotional reaction because when done right, it places your customer in the center of the action. Stories are persuasive because we’re…
Planning for 2023 is well underway for most businesses, but I am just getting started. But, since I’ve decided to limit the “shoulda, coulda, woulda” mentality in my life, I’ve given myself some grace on the timing. My lateness is fine. I’ll catch up eventually. Anyway, I’ve started working on my 2023 content calendar for…
I am a content writer. I’ve written a lot of recent blogs and LinkedIn posts about what I mean by content, how it’s different from copywriting, and why content marketing is important for the success of any business. If you need more convincing, here are five very specific benefits of content marketing. Content Educates and…
This is a blog I wrote two years ago about building brand awareness from the nonprofit perspective. I thought I’d repurpose it from a business perspective. Branding is important no matter the circumstances. The Internet is a noisy place. There are approximately 4.33 billion active Internet users around the world. These users visit the approximately…