Branding

How to define your brand positioning to set up new growth

Your brand positioning statement defines how your brand shows up to your ideal consumer target. Your brand positioning matches what consumers want with what your brand does best. Many brands are negligent in failing to define themselves. Keep in mind, if you don’t position your brand the way you want, your customers and competitors will …

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How To Craft A Killer Brand Positioning Statement.

Whenever we think of a successful company brand, the first thing that pops into our head is their iconic logo. Whether it’s the ‘half eaten apple fruit’ of Apple, the ‘tick’ or the ‘swoosh’ of Nike, or the golden arches of McDonalds – We just cannot dislodge the image of their logo and ‘brand colors’ from our memory, no matter how hard …

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How Brands Make Emotional Connections

Emotional connection is one of the five drivers of customer brand insistence as outlined in our BrandInsistence brand equity system. (The other four drivers are awareness, relevant differentiation, value and accessibility.) The consumer must first know your brand, then like your brand, and finally trust your brand and feel an emotional connection to it. People become emotionally connected …

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Using emotional branding to reach the distracted consumer

In the digital age, we are constantly surrounded by bleeping phones and notification alerts. The onslaught of incoming communications can seem incessant and unceasing. Most modern consumers are surrounded by distractions, and marketers have a tough job helping their brands catch the attention of prospects. Related: Create strong emotional connections with your brand story Often, …

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