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…

There is a commercial for the Smart Car – a tiny two seater – that has all kinds of people proclaiming ‘Big’ from singers to politicians, business owners to children. At the end, one lone guy sees the Smart Car and says… Small! Implying Big is not the answer, Small is. While I didn’t think the commercial is particularly clever, it drove the point home for me. Sometimes the solution you’ve been seeking is the opposite of what you have been doing all this time. Many small businesses often start off by de-valuing their products and services to get things…

The passing of Steve Jobs this week got me thinking of another iconic American CEO who was also loved by consumers the world over. Before I reveal his identity, I have to say that Steve Jobs has been compared (this week) to Thomas Edison and Henry Ford, in their contributions to our modern lifestyle. Steve Jobs I believe, surpasses these gentlemen because of a personal connection he had with his audience – the consumer. How many deceased CEO’s can you name that have had the general public laying wreaths at their doors? Not only do their customers not mourn their…

There is not much point in addressing your corporate brand if there isn’t the will to implement the strategy developed. A worse situation is where the upper management have the desire to implement the brand strategy but there is no buy-in among the employees and other stake holders for that matter. When I facilitate my process, “Brand Navigator,” the very first step is to pick the branding team. This group of individuals are made up of the stake holders of the company from the top down. The head of the company who is the visionary is a must attendee. From…