Category: branding

Make Your Blog Posts Relevant

Relevance Matters
This is the fifth post in our Better Business Blogs series. In a previous post, I talked about how to identify the five kinds of readers that come to your site and the differences in what kind of content they need to find there in order to help them build trust and develop a relationship with you. In this post, I want to discuss with you the importance of relevance in your blog posts. Read more

Creative Solutions to the Thinx Marketing Problem

Thinx and the Period Problem
I read an article in Newsweek today about periods. Not the literary sort, but the kind that every woman encounters as she matures. The article was discussing cultural taboos about discussing periods and Thinx‘s problem marketing their products for women because of it. And by the end of the article, I knew how to solve their problem. Read more

A Brand versus a Logo

Marketing Minute: A Brand Versus a Logo

When most people start a business, their mind immediately jumps to creating a logo. That’s because most people think building a brand and creating a logo are the same thing.

In reality, building a brand is a lot more like creating a character for a book. You give this character a style and a personality, assign it some goals and motivations, and then you give that character a purpose and a reason to exist. You give readers a reason to care about this character’s existence.

That’s what building a brand does for your company, too. It gives your audience a reason to care about your success or failure.

Creating a logo is like choosing a face for that character – it’s how other people will come to recognize and relate to your brand. Thank you for watching, and I’ll see you in our next marketing minute.