Does your brand have it’s own niche audience to speak to? I should probably start by explaining that a niche audience is a database of businesses that you market to. It is sometimes referred to as, “my list.” This is an important cross-section of people who have at some point in time asked for something from you, and are now accepting more information on a regular basis, (hopefully). This is what is called an opt-in list. There are lots of strategies on how one might acquire this list, but one of my favourites is what I call an eMail harvester.…

Online and off, one the most important services I am often engaged to perform is the development of a positioning strategy for small to medium size businesses. A positioning strategy is not simply a cleaver slogan but a powerful and dynamic stand that your brand takes in your category. Right now as you read this, I believe that you are sitting on something that would absolutely position you as the leader in your marketplace. All too often, we as small business people think that advertising an inspirational tagline, will draw in customers. But that really isn’t enough to make them…

Have you noticed how much more money you have to shell out for your groceries lately? If you’ve truly been paying attention to your bills, you’d know it’s been going on for a couple of years. It’s not just the price tag. Packaging has changed too. Sometimes you find less product for the same price. Heres one we noticed recently. A pack of little smoked sausages used to be 16 oz. It is now 12oz. The price is the same but you get 4 oz less. Some manufacturers have introduced entirely new packaging with different sizes so it is difficult…

Has SME’s (small to medium enterprises) taken up the social networking banner? I’m coming off one of my branding projects and as part of the research we asked the brand customers if they use Facebook, Linkedin, Twitter or None of the above. 100% of the respondents answered “none of the above.” 100% can you believe that? Wow. That flies in the face of what traditional media says on the subject. But in my local market, ( southwestern Ontario/Michigan ) it does resonate to some degree. Most of whom I speak with have very little knowledge on the subject, or are…

So many businesses around us pay very little attention to their brands. Some are under the illusion that to have a brand is a question of choice. As some have said to me, “Ed, I’m not ready for a brand just yet. I’ll let you know when I am.” What they fail to understand is that they have a brand, whether they want one of not. From the very first hour a person decides to put out their shingle, their brand also begins its journey. In straight terms a brand could be replaced by the word – reputation. Everything that…

The logo is the brand This myth confounds me the most. If the brand was the logo, then there would be no brand problems. Got a problem, change the logo and presto! problem goes away. Not so much, because the brand goes right to the heart of your company’s existence. It is the entire essence of your company. Our people make the difference You gotta love this myth. Companies that use this position, must believe that they’ve cornered the market on brilliant people. Not a chance that the competition ( that causes them grief daily ) might also have great…

Another great brand move is acknowledging your customers and advocates at Christmas. Ending the year on a high note is very motivating while you’re moving into a new period. Looking back over the year appreciating those who saw fit to trust you and bring you business. Every year I put together something I think will resonate with this supporting cast of players. For the last several years, I put out a quality calendar of my water-colour paintings ( a serious interest of mine ). They were well received as most never had any idea that I painted. This year I…

If you’re the sort of visionary who regularly doesn’t hear things like – “We can’t do that!” or “It’ll never work.” or “Right now’s not the time.” or “That’s beyond our scope.” – you’re just the sort of person who’s selective hearing makes you great! It’s not easy leading a company when you’re surrounded by “practical” or “realistic” conformists. The only way to live your dream and passion is to have one in the first place. Most businesses allow the economy to happen to them, rather than creating they’re own. For those nay-sayers, it’s not that they’re not listening, it’s…

Generating leads is all about who knows you. Not only knowing who you are but what their perception of you is? That perception is reality on the street or online. The challenge in nurturing your personal brand is consistency. Online, the other person doesn’t have the opportunity to know you face-to-face. I’ll use myself as an example. Look at my website and study my brand image. ( I’ll wait here and give you a few minutes. ) Alright then. You may have noticed that my brand palette is black, mustard yellow and gray. I have some free information available on…

It’s time your brand got out from behind that inspiring advertising slogan and actually stand for something. A large part (and I would argue) the most important part of your brand is your positioning. Where can your brand take the high ground? What is your brand leading in? Are you the only something? Positioning is absolutely based on differentiation. I hear countless companies state things that don’t really make them different, but actually make them blend in. For instance, “our people make the difference.” Sure, you and a thousand other companies. Or how about “we excel in service.” If your…