When I started consulting with clients 15 years ago on the topic of logo design (in the context of brand identity), I found that the projects went more smoothly if I taught the client about all that goes into “good” logo design. The training included things like: Elegant simplicity Scalability Balance of positive/negative space Implied meaning Flexability Use of fundamental shapes To emphasize the issue of elegant simplicity I would point out that they can drive down the road and see a little yellow curve, peeking through the trees up ahead. As soon as you see this, you KNOW that…
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These are definitely strange times we are living in and it would be weird if we didn’t talk about how the worldwide Covid-19 pandemic has impacted how we are doing business AND how we are marketing our businesses. This is not a political discussion, but rather a look into how businesses are dealing with the pandemic from a marketing and operations standpoint. It is important to stay on brand while pivoting and alerting your clients and customers of any changes. Join Kevin & Amy as they discuss things to consider and be aware of, as well as avoiding “News Jacking.”…
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The term “Brand Architecture” refers to how you brand has been built over time. You start with the foundation and go from there. With a large company that has multiple products or services, or even multiple divisions and sub-companies, their brand architecture can look like a sprawling neighborhood or towering skyscraper. Some of the different layers that can make up a brand include: Corporate brand Endorsed Brand Individual Product (or Service) Brand Ambassador Brands Piggyback Brands Parent/Child Brands Sibling Brands House of Brands Lifestyle Brands Aspiration Brands Join Kevin and Amy as they dive into each one of these and…
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How do you get your brand to flow and click along nicely? Well, it takes lots of work. With most things that seem effortless, there is actually a lot of effort behind the scenes. How much brand effort is going on behind the scenes at your business? Companies and organizations sometimes, simply get stuck (especially at the beginning of something new). This idea of “Brand Strategy” can feel foreign to many business owners. Because of that, sometimes good ideas are ignored or discounted. Even when you’re open to the concept, sometimes it takes a bit of effort to get things moving…
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Kevin and Amy miraculously nailed down the elusive Rafael Barbosa, CEO of Center Cut Marketing at his world headquarters in Boston, MA. Tune in while the gang reminisces about working together back in the good ol’ days. Raf describes how he uses Brand Archetypes for his own company and his clients. Raf also explains his own addition to the brand package, the powerful 3-2-1 formula that we all still use today. Find out what Centercut is up to, what new adventure Rafael is launching and learn how your can apply our Brand Archetype formula to your business. If you are…
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As the famous Chinese proverb (or curse) says, “May you live in interesting times.” We are definitely living in interesting times. In light of recent injustices and movements like Black Lives Matter, many companies are taking a good, long hard look at their brands to ensure they are not stereotyping or misrepresenting cultures. Many are making very good changes for very good reasons. For example, many professional sports teams have changed their name over the past years due to lack of sensitivity in using Native American names and a symbols. Very recently, Quaker Oats (a subsidiary of PepsiCo, a brand…
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Join Kevin and Amy as they chat with attorney Sonja Markwart, owner of Regent Law. Sonja has been through the Brand Archetype process and reveals how picking an archetype that was not “typical” for law firms has really helped her brand stand out. Sonja is also one of our favorite students and has competed our 12 week course in marketing your small business. If you have struggled with how to stand out from your competition and find your unique voice, give this episode a listen. Don’t have an Archetype Yet? Take the Questionnaire to Find Out Up Next: Episode 28…
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Branding Fails. They happen and can be quite funny (when they don’t happen to us!) Join Kevin and Amy as they discuss some of their favorite branding fails including examples of: Too big of a change from the past Not enough research into the outcome Veering WAYYYY off the rails Not being sensitive to how the general public will react Lost in translation It’s much better to learn from others’ mistakes and avoid them yourself. Come laugh along with us! Don’t have an Archetype Yet? Take the Questionnaire to Find Out Up Next: Episode 27 – Interview with Sonja Markwart,…
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Continue with Kevin and Amy as they wrap-up Part Two of Creating a Corporate Culture. Find Part One Here. How linked is your brand to your work environment and culture? If you have never considered this, now is the time to explore how your brand should touch everything you do. The more you live with your brand the more powerful and focused it will be. This episode walks you step-by-step through all the areas of your business that should reflect your brand. So, basically, every part of your business. But you can’t do it all at once. We have a…
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Your Archetype should be a HUGE part of your corporate culture. Once you decide on an archetype and a brand, now what do you do with it? Building a great brand does not happen overnight, but it doesn’t have to take years either. Join Kevin and Amy as they explore how they help clients instill the brand into their company. The key is to start RIGHT AWAY and be very consistent. Is it important to get every employee and team member on board and up to speed. The beauty of basing your brand on an archetype is that is razor…
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