Posts Categorized: Brand Strategy

What Is B2B Brand Strategy?

Think beyond a logo to get clear on who you are, who you serve, and where you're going.

B2B brand strategy is arguably the most critical component in laying a proper foundation for downstream sales and marketing initiatives — especially for industrials who compete in crowded spaces and sell commodity products. But despite its importance, brand strategy is a concept that’s widely misunderstood and rarely implemented. Some might believe that it’s all about… Read more »

Why Good Marketing Photos Are So Important for Industrials

Customers often encounter a business through photographs. Why not make a good impression?

One day last week, I was starving and trying to find a place to eat. I stepped into a local diner I’d never been in before and looked over their laminated menu populated with blurred, unappetizing photos of their entrees, most likely shot by the owner on his iPhone. It felt lazy, uninspired, and careless. Next… Read more »

The 10 Best Industrial Logos

These companies all have marks that follow the six guidelines that make a logo great.

Industrial logos are all around us. Every day, these logos impact us somehow, whether it’s when we drive down a busy street and are surrounded by company and business identities or when we surf the Internet, viewing various industrial websites or advertisements. By definition, a logo is a symbol or other design adopted by an organization… Read more »

Time to Reignite Your Industrial Brand

Think a brand is just a logo? Think again. Here's what it is and why it's essential for industrials.

I’m only going to say this once — your logo is not your brand. Neither is your “corporate identity system.” If you want to sound smarter when talking to a marketing agency or an in-house design team, it’s best to start recognizing the difference. These things do in fact make up a part of a company’s… Read more »

Why Your Customers Don’t Trust You

Use these tips to gain customer trust and improve your bottom line.

Do you trust me? Better yet, do your customers trust you? Even more importantly do you know the elements important for building customer trust? Trust is an issue approached and researched every year in the Edelman Trust Barometer and it’s one report that never goes unread in this office. To truly understand how to communicate with people and… Read more »

Coffee, Soda, and the Maguire Manifesto

Take a cue from Jerry Maguire and start owning your brand stories.

Do you remember the scene in Jerry Maguire when he has his epiphany and wrote his “Mission Statement” for the future of his business and owning his industry’s brand stories? I would hope you do because it pretty much starts the movie and sets the entire story in motion, but just in case you’ve forgotten, here’s… Read more »