Decision modes affect communication. The method and mood people bring into decision making affect their reasons for buying and how they need information delivered. This brings huge implications to the area of business-to-business sales and marketing. If you can figure out how to connect better with your customers on the basis of their need, delivering Read More
Topics
3-Step Process to Differentiate Your Brand from the Competition
Comparisons help contrast two things, bringing out differences and showing how each is special. Why does this matter for businesses? Without bringing out the differences between you and your competition, your understanding of the difference will be mushy. And it’s hard to explain to others an idea that is mushy in your own mind. The Read More
B2B Brand Competitive Research: 4 Reasons to Do it Right
Competition. What comes to mind? An epic struggle between two teams on a sports field? Candidates vying for an open position at a fast-growing, exciting tech company? Perhaps something more biblical, say, David vs Goliath? For most of us leading and building B2B brands, the first thing that comes to mind is the other companies Read More
4 Video Call Tips to Set You and Your Brand Apart on All of Your Video Calls
If you run a business or work for a business, everything you do on the clock (and sometimes off the clock) is a representation of your company’s brand. Remember when conferences, trade shows, and business meetings were a thing? Those were the days. When you’d show up to a conference, an event, or a coffee shop you were a direct representation of your brand to those you came in contact with. If you met with a potential new client, you were focused on making a great first impression. If you presented a keynote speech to a group of peers, you probably didn’t wear flip flops on stage.
3 Things Creatives Taught Me About Coaching Smart People
We all want projects to run smoothly. But it’s hard to find good help these days, right? And yet, we will become more effective and useful if we learn how to manage these kinds of projects efficiently by helping people to help themselves. Creatives. Innovators. Problem solvers. They’re not fundamentally different from accountants, doctors, or Read More
Overcoming 3 Unique Challenges to Marketing a B2B Brand
If you’ve got a B2B brand – selling your products and services to other businesses – then you know that there are some very unique challenges to marketing your business-to-business brand. A lot of the branding lessons out there are great – and some certainly translate to B2B. But most of those lessons are built Read More
Our Rapid, 5-Step Brand Story Creation Process
Do you have a confusing, bloated, or boring brand story? Most of us just need a path to a clear, simple brand story that reflects our values. So let’s talk about that here. Note: Here’s the worksheet we use. Download for free here. Everyone wants to feel good about the story they tell about themselves Read More
4 Occasions Your Brand Story will Make You Stand Out
Your brand story touches off a story in the mind of your audience that involves them and sets you apart as the only one they’ll trust to solve their problem. But if that’s true, why are so many stories lacking empathy, focus, values and seriousness? Today, we’ll talk about these things as well as 4 Read More
Quick Process for Brand Values Discovery (with download)
Brand values give you confidence and set you up to know how to move your company forward with conviction — like there’s a spine of steel going through your company. How do they do this? By showing you what you stand for and holding you accountable to it. And with the right process and commitment, Read More
2 Common Brand Values Missteps That Keep Companies From Creating Authentic and Interesting Brands
Authentic brand values are one of the most critical parts of your brand strategy. Most companies have some version of them posterized on a wall in their often – often labeled as ‘Core Values’. So many companies find it necessary to have these values but very few of them actually have ones that are distinctive Read More
