3 Questions You Need to Ask About Your Brand

Description: Traditionally, the people responsible for positioning brands have concentrated on the differences that set each brand apart from the competition. But emphasizing differences isn’t enough to sustain a brand against competitors. Managers should also...
Be Known by Your Affiliates

Be Known by Your Affiliates

Smaller enterprises have a hard time cutting through the brand strength of their larger counterparts. A small hotel will never be as easily-recognized as the Hilton up the street. Nor will an aviation business with two aircraft be seen in the same light as United...

Business Cards that Work

Your business card is one of the most important marketing tools you’ll ever create. You give your business card to prospects and customers so they have your contact information. You tuck your business card inside of presentation folders, drop it in letters, and...

Examine Your Firm’s Packaging

Packaging applies to professional services firms as well as consumer products. Your firm has a package that includes its letterhead, its name, its logo, its business cards, its website, its marketing and even the way your telephones are answered. This package is what...

Overcome the Skills Shortage with Branding

The “skills shortage” is in the news and likely to stay there. What it means for employers is that the present rate of expansion in most industries will increase the level of competition for much-needed skills in the marketplace, and as skilled employees...
Prepare Well When Changing Your Business Name

Prepare Well When Changing Your Business Name

Business names are features of our urban landscape. We see them in lights on top of buildings, on billboards and over franchise outlets. Any time we pay attention to a particular business name, we trigger a set of memories and associations. If we have had good or bad...

Your Business Card — In Wallets or Wastebaskets?

Business cards are a small but very important marketing element. They are a big part of the first impression you make on someone you meet for the first time, and every time they look at your business card for your contact details they are reminded of that impression...

Your Image Needs Constant Attention

A survey by mailing services company Pitney Bowes revealed that less than a quarter of small firms were actively working with staff to enhance their company image. For example, only 25 percent of the participants said they were focused on improving their employees...