Search Results

Embarking on your brand-building journey in 2024? We've got you covered with essential tools to organize, plan, and implement your brand strategies—all without breaking the bank. In no particular order, let's dive into the must-haves for launching your brand empire. Panda Planners - Organized Minds Create Magic Website: Panda Planner Panda Planner believes in the power of organized and positive minds. Their planners are designed to help you set and achieve your goals, providing structure to your days. From daily planning to gratitude exercises, Panda Planner is the secret weapon for turning organization into magic. Pricing: Panda Planner Pro: $35.97 Panda Planner Classic: $24.97 Panda Planner Weekly: $19.97 Remarkable - Elevate Your Notes to the Cloud Website: Remarkable Remarkable offers a revolutionary note-taking experience. Elevate your notes and sketches effortlessly, and sync them to the cloud for seamless collaboration. With its paper-like feel and advanced technology, Remarkable is the digital notebook for creators on the go. Pricing: Remarkable 2: $399.99 Marker Plus: $49 Protective Folio: $79 Wave Accounting - Master Your Financial Game Website: Wave Accounting Master your financial game with Wave Accounting. Perfect for those starting out, Wave offers free basic plans, including accounting, invoicing, and receipt scanning. Take control of your finances without the hefty price tag. Pricing: Accounting: Free Invoicing: Free Receipt Scanning: Free HubSpot - Transform Your Business with Smart Marketing Website: HubSpot HubSpot is your all-in-one solution for smart marketing with their FREE CRM software. Harness the power of inbound marketing, automate your workflows, and nurture leads with HubSpot's comprehensive suite of tools. Use our affiliate link to kickstart your transformation. Pricing: HubSpot CRM: Free Marketing Hub: Starts at $45/month Sales Hub: Starts at $45/month Masterclass - Learn from the Best to Become the Best Website: Masterclass Masterclass brings you lessons from industry legends. Learn the art of storytelling from Neil Gaiman, the secrets of business strategy from Anna Wintour, and much more. Elevate your skills and knowledge to become the best in your field. Pricing: Single Masterclass: $90 All-Access Pass (Annual): $180/year ChatGPT - Intelligent Chat for Your Business Website: ChatGPT ChatGPT is your intelligent chat companion. Enhance your customer interactions, automate responses, and provide a seamless chat experience using the power of AI. Explore the possibilities of ChatGPT in transforming your business communication. Pricing: Free Trial available Custom pricing for business plans Dropbox - Effortless Cloud Collaboration Website: Dropbox Dropbox simplifies cloud collaboration. Store, share, and collaborate on files effortlessly. From documents to multimedia, Dropbox keeps your team connected and your files secure. Pricing: Basic: Free Plus: $9.99/month Business: Contact for pricing Zoom - Seamless Video Conferencing Website: Zoom Zoom is the go-to platform for seamless video conferencing. Conduct virtual meetings, webinars, and collaborative sessions with ease. Enhance your business communication with Zoom's versatile features. Pricing: Basic: Free Pro: $14.99/month/host Business: $19.99/month/host HeyMama - Connect and Collaborate with a Powerful Network Website: HeyMama HeyMama is not just a network; it's a powerful community for mothers in business. Connect, collaborate, and thrive with HeyMama's supportive network of entrepreneurial mothers. Pricing: HeyMama Membership: $29/month HeyMama Connect: $450/year Later.com - Social Media Scheduling Made Easy Website: Later.com Later.com simplifies social media scheduling. Plan, schedule, and analyze your social media content seamlessly. Elevate your brand's online presence with Later.com. Pricing: Free: Basic plan Plus: $12.50/month Premium: $20/month From Individual to Empire - Your Branding Roadmap in 2024 Website: Amazon Our very own guide, From Individual to Empire: A Guide to Building an Authentic and Powerful Brand, offers a roadmap to developing a strong brand identity in 2024—for less than $10! Uncover the secrets to brand success and kickstart your journey to empire status. Pricing: eBook: Less than $10 Hardcover: $27.95 Paperback: $15.49 (On Sale!) Our mission at TBMCo. is to empower you on your brand-building journey with affordable yet high-quality resources that have proven transformative for both our clients and ourselves. We believe that building a powerful brand should be accessible to all, and our carefully curated list of business basics is a testament to that belief. If you're ready to take the next step and continue your brand development with the guidance of our proprietary process, don't hesitate to reach out. Contact us at info@thebrandmgmt.com, and let's embark on the journey of turning your brand vision into a formidable reality together. Your brand empire awaits! #EmpowerWithTheBrand #BrandBuildingJourney #TransformativeTools #brandingexpert #businesslaunch #brandstrategy #entrepreneurship #businessgrowth #toolsofthetrade #2024business #brandbuilding

In the ever-evolving landscape of marketing and branding, staying ahead of the curve is essential. Over the last five years, we've witnessed some remarkable branding campaigns that have left a lasting impact on consumers and set new standards in the industry. TBMCo has closely watched these successes and believe this list is truly the best of the best. Nike's "Dream Crazy" Campaign (2018) Nike has always been synonymous with powerful branding, and their "Dream Crazy" campaign, featuring Colin Kaepernick, made headlines globally. It was a bold move to align with a figure known for his activism, but it paid off immensely. The campaign's message of believing in one's dreams and pursuing them resonated with a broad audience, while also sparking important conversations about social issues. It demonstrated that authenticity and taking a stand can elevate a brand to new heights. The Barbie Movie Campaign (2023) The Barbie Movie, which had quite the year-long build up, generated substantial buzz and anticipation. Partnerships from Airbnb to Progressive made the Mattel icon made it impossible to ignore. The campaign demonstrated how a brand like Barbie could leverage its iconic status and cultural relevance to expand its reach. By venturing into the world of movies, Barbie aimed to create a deeper emotional connection with its audience and extend its brand narrative. This campaign illustrates the importance of brand extension and exploring new avenues for storytelling. It serves as a reminder that established brands can continually evolve and find innovative ways to engage their audience. Apple's "Shot on iPhone" (Ongoing) Apple's "Shot on iPhone" campaign is a prime example of how simplicity can be incredibly effective. The campaign features user-generated content, showcasing stunning photos and videos captured on iPhones. It not only highlights the product's quality but also fosters a sense of community among iPhone users. By empowering customers to become brand advocates, Apple continues to build a loyal and engaged customer base. Airbnb's "We Are Here" (2020) Airbnb's "We Are Here" campaign addressed a critical issue during a challenging time: the COVID-19 pandemic. Instead of promoting travel, Airbnb acknowledged the global situation and focused on their hosts. The campaign shared heartfelt stories of Airbnb hosts and how they were coping during the pandemic. It showcased empathy and support, strengthening the brand's connection with its hosts and guests. This campaign demonstrated that authenticity and compassion can shine even in the darkest of times. Coca-Cola's "Share a Coke" (2014 - Ongoing) While slightly outside the five-year timeframe, Coca-Cola's "Share a Coke" campaign had such a lasting impact that it deserves a mention. By replacing its iconic logo with common first names, Coca-Cola personalized its products and encouraged consumers to share a Coke with friends and family. This simple yet effective campaign boosted engagement and sales, proving that personalization can breathe new life into established brands. Dove's "Real Beauty" (Ongoing) Dove's "Real Beauty" campaign has been ongoing for over a decade, but it continues to make waves. The campaign focuses on challenging conventional beauty standards and celebrating real women of all shapes, sizes, and backgrounds. Dove's commitment to promoting body positivity and self-esteem aligns with its brand values, creating a strong emotional connection with consumers. It's a testament to the power of consistency in branding. Old Spice's "The Man Your Man Could Smell Like" (2010 - Still Influential) Though it's a bit older than five years, Old Spice's "The Man Your Man Could Smell Like" campaign had a significant impact on branding and advertising, and its influence persists. The campaign's humorous and over-the-top style rebranded Old Spice from a traditional men's grooming product to a hip and entertaining brand. It proved that a slight rebrand can be both bold and humorous while retaining core brand values. Airbnb's "Live There" (2016) Airbnb makes the list again, this time for their "Live There" campaign. It focused on the experience of living like a local when traveling, emphasizing authentic connections with destinations. The campaign showcased unique and inspiring Airbnb listings and encouraged travelers to immerse themselves fully in their chosen locations. "Live There" exemplified the idea that Airbnb doesn't just offer a place to stay but a way to truly experience a destination. Spotify's "Wrapped" (Ongoing) Spotify's annual "Wrapped" campaign has become a cultural phenomenon. It compiles users' listening data into personalized and shareable year-in-review summaries. By turning data into a personal story, Spotify has tapped into a universal desire to reflect on and share our experiences. It's a brilliant example of how data-driven personalization can create emotional connections with users, and not just for a limited-time only. Burger King's "Moldy Whopper" (2020) Burger King's "Moldy Whopper" campaign might seem counterintuitive at first. It featured time-lapse footage of a Whopper growing mold, emphasizing the absence of artificial preservatives. It was a bold move to highlight what some might see as a negative aspect of their product, but it reinforced the brand's commitment to quality and transparency by accentuating the real ingredients used. It's a great example of how authenticity and honesty can be powerful tools in branding. These branding campaigns experienced by consumers over the past five years showcase the power of authenticity, empathy, and creativity in building and maintaining strong brands. They remind us once again that successful branding goes beyond flashy logos and slogans; it's about connecting with your audience on a deeper level and staying true to your core values. As branders, we are always drawing inspiration from the marketplace ,and we strive for authenticity and emotional resonance in all branding efforts. Remember, your brand is more than a business; it's a story waiting to be told. We try to share current news from the marketing industry that will inspire you and help you create your own powerful brand strategies. Make sure to join our newsletter to get these sent to your inbox and follow us on Instagram @thebrandmgmtco. If you feel like you need more help in developing your brand identity and brand strategies, feel free to schedule a free 30 minute consultation to discuss your headaches and your goals. The Brand Management Company can help take the stress off you and your brand so you can get to the work of building your empire! We look forward to hearing from you.

In the fast-paced world of business, a powerful brand identity can be your most significant asset. It's not just about a catchy logo or a memorable tagline; it's about crafting a brand that resonates with your target audience and sets you apart from the competition. In this comprehensive guide, we will take you through the steps to unlock your brand's potential, helping you create a brand identity that not only captures attention but also drives business success. Get ready to embark on a journey of brand development and strategy that will leave a lasting impact. Let’s jump straight in: Step One: Define Your Brand's Purpose Before you dive into the design and strategy aspects, like slapping a logo together or naming your new business, it’s crucial to understand the core purpose of your brand. What problem does your business solve? What values and principles guide your operations? Define your mission, vision, and values, as they will be the foundation upon which your brand identity is built. Step Two: Know Your Target Audience Creating a powerful brand identity starts with knowing who your audience is at a deep level. Conduct thorough market research to understand your target demographic, their needs, preferences, and pain points. Answering questions like where they shop is good, but we want you to dig even deeper. Are they athletic? If so, do they run or surf? Do they love to read? If so, what genres? Do they like to travel? If so, where are they going? Knowing your audience inside and out will enable you to tailor your brand identity to speak directly to them. Step Three: Identify A Shared Value Now that you have the brand’s purpose and the target audience particulars pinned down, it’s time to identify a single value that the audience shares with the brand. Identifying a shared value is important because the business will develop a natural influence over the audience, thereby creating brand loyalty and entice word of mouth marketing which sets the brand up for long term success. An example of successfully leaning in to a shared value would be Lady Gaga embracing her own need to be unorthodox within society’s expectations, and encourages her fans to do the same through her brand’s product, image, and narrative. Her fans, known as Little Monsters, now share this ideology that allows for safety and freedom to be themselves, whatever that may look like. Little Monsters with this deep connection will now be super fans for life, regardless of Lady’s many brand evolutions, as long as that shared value remains. Step Four: Analyze Your Competitors In a competitive marketplace, standing out is essential. Analyze your competitors' brand identities to identify gaps and opportunities. Understanding what works and what doesn't in your industry will help you position your brand uniquely. Be careful! Make sure you are not looking to your competitors to build your brand or set expectations. This is a sure fire way to torpedo your progress before you even begin your brand journey. Instead, look at the competition just long enough to understand how your brand can differentiate in the marketplace. At TBMCo, we always offer key takeaways for our clients within our competitive research that identifies areas in which our client’s brand can lean in to authentic elements already built into the brand. This assures we are not trying to create new aspects of the brand that may be inauthentic just to outdo competitors, and really sets the brand up for great selling points in a crowded market. Step Five: Develop Your Brand Pillars This is the most crucial step in identifying a clear and consistent focus of the life of any brand, and really the focus of our CEO’s bestseller From Individual To Empire: A Guide to Building an Authentic and Powerful Brand. Using our proprietary diagram, as laid out in the book, will help any entrepreneur discover the 4-5 core brand pillars that must be represented in all three major elements of the brand: image, narrative, and service/product. Step Six: Craft a Unique Brand Story With your purpose, shared value, and brand pillars on hand, you can now craft a unique brand story. Stories are a powerful way to connect with your audience emotionally. Share your brand's journey, challenges, and triumphs in a way that resonates with your target audience. Your brand story should reflect your brand's authenticity, values, and mission. Remember, embrace the Age of the Narrative! Step Seven: Develop Your Visual Identity Your visual identity is the face of your brand. It includes your logo, color palette, typography, and design elements. These elements should be consistent across all platforms and reflect the personality and values of your brand. Any brand agency you work with should deliver a complete Brand Guideline Kit at the end of this process. This kit ensures any future team members, partners, or agencies stay on brand! Step Eight: Refine Your Messaging Your brand messaging should be clear, concise, and consistent. Develop a unique brand voice and tone that reflects your brand's personality and speaks to your target audience. Create taglines, value propositions, and key messages that encapsulate your brand's essence. At TBMCo, one of the steps in our brand development process is to design a one sheet for our clients that not only includes the brand story and selling points, but also highlighting the brand message. These are great for pitching, but more importantly, we create these to keep everyone on brand message - from media outlets to strategic partners. Step Nine: Monitor and Adapt Your Brand Identity A brand identity is not static; it should evolve with your business and your audience's changing needs. Regularly monitor your brand's performance and gather feedback. Use this information to adapt and refine your brand identity and strategy as necessary. A great place to start is with the free CRM software at HubSpot to help manage your sales, customer service, content management, and operations all in one spot. Heads up, we are an affiliate and receive a commission if you upgrade with this link. Step Ten: Seek Professional Guidance Creating a powerful brand identity is a complex and multifaceted process. Consider seeking the expertise of a professional branding agency (not necessarily a marketing agency) to guide you through this journey. Their experience and knowledge can be invaluable in crafting a brand that truly resonates with your audience. And don’t forget to really make them work for you! Learn the process, ask questions, and get your hands dirty to prepare you for future brand evolution. Use this knowledge to steer the brand when a marketplace, or consumer, shift comes. You’ll be in a better position to weather any storm and avoid most instances that would result in a rebrand. Get Ready to Unleash Your Brand's Potential Your brand identity is more than just a logo; it's the essence of your business. Powerful brands evoke emotions and build strong connections with their audience. By following these steps and investing in brand development and strategy, you can unleash your brand's potential and create a powerful identity that not only captivates your audience but also drives business success. Remember, your brand identity is an ongoing journey that requires dedication and adaptability. Embrace the process and watch your brand grow and flourish in the lives of your target audience. Did you get to the end of this article and realize you need to clarify your brand identity? Do any of these steps seem overwhelming? Schedule a FREE 30-min consultation today to discuss your business goals and let us answer your branding and marketing questions. We have the right tools to help level up your brand and build your empire, so let us help!

Imagine this: you've put in blood, sweat, and tears to craft a brand that will take the world by storm. You've got the visuals, the logo, the catchy tagline – the brand identity is all set! But wait, why aren't people connecting with your brand how you envisioned? Fret not, my entrepreneurial pals, because today we will unveil the magic behind aligning your brand perception with expectations. Buckle up as we journey through the land of branding with clarity and confidence as our compass. Brand Perception: The Reality Check Your brand's perception is like your first impression on a blind date – it shapes how your audience views you. Think about it: you put in all the effort to look your best, but if the vibe isn't right, the connection fizzles. Similarly, if your brand doesn't resonate with your audience, they won't stick around for the second date – or in this case, a purchase. Here's the kicker: your brand perception is not just about how YOU see your business. It is about how your customers perceive it. It is like creating a masterpiece, then handing the paintbrush to your audience and letting them add their own strokes. Scary, right? But when the consumer has a positive perception of your brand, that is where the magic happens! Expectations: The Secret Sauce of Branding Expectations are the little devils that can make or break your brand strategy. You might expect your customers to instantly fall head over heels for your brand, or you may feel your brand is communicating exactly how you want it to, but reality might have other plans. Here's the deal: expectations need to be grounded in reality. Remember, your brand is not just a flashy logo – it's a promise. You are playing the wrong game if you promise top-notch service but deliver something mediocre. Your brand's perception should align with the experience you offer. It's like serving soup to someone who wanted a salad – you would feel cheated, right? Same goes for your customers. The Bridge: Where Perception Meets Reality Ladies and gentlemen, entrepreneurs and business wizards, the bridge between brand perception and expectations is where the magic unfolds. This bridge is built on trust, consistency, and understanding the audience's desires. Let's break it down: Authenticity is Queen: If I’ve said it once, I’ve said it a thousand times, your brand should reflect who you truly are. Trying to be someone else is like wearing shoes that are too tight – uncomfortable and unsustainable. Authenticity builds a genuine connection that resonates with your audience. To achieve authenticity, check in with your messaging and image. Is everything lining up with the brand pillars you’ve developed? These 4-5 terms pave the way to effectively communicate what your brand stands for, so triple checking, reframing, and tweaking here will help you achieve success quicker. Consistency is Key: Imagine if your favorite coffee shop served you a different tasting latte every day. You would be baffled, right? Consistency in branding is equally important. Your brand's visuals, tone, and messaging should be unmistakably yours so the customer recognizes it instantly. A quick trick is to pull a few marketing and sales pieces developed during the last quarter and do a cross-reference to make sure you are on brand across the board. Listening is Learning: Your audience isn't just a bunch of wallets – they arere people with desires and preferences. Listen to their feedback, engage with them, and adjust your brand accordingly. It's like taking advice from someone who actually knows what they are talking about. And remember, my golden rule is no response is still a response, so when pulling the data make sure you are telling the real story. Over-Deliver and Underpromise: If you set your customers' expectations low and deliver a stellar experience, they will be pleasantly surprised. On the other hand, promising the world and delivering a pebble might leave them disappointed. At the TBMCo, we build our marketing plans around super serving the core audience. Stick to that, and you will be just fine. Captivating Confidence When your brand perception and expectations are in sync, you exude confidence. Confidence is that elusive element that transforms a so-so brand into a captivating one. Your audience senses and is drawn to it like a moth to a flame. If you have read From Individual To Empire: A Guide to Building an Authentic and Powerful Brand, you know I always say there is no such thing as the it factor. It is really just knowing your brand so thoroughly, and communicating it so well, that the confidence shines through in nanoseconds. The bottom line is to nail your confidence, and therefore your brand growth, by embracing the process of refining, adapting, and aligning perception with reality. Branding is not just pretty pictures and snazzy fonts – it is crafting an experience your audience can't ignore and will want to stick around for long term. Marketing is giving them what they want, but branding is about giving them what they expect, and that makes all the difference. Now go out there and #gettobranding! And, if you feel you are still struggling with this concept, read more about our proprietary 3-phase brand development process here. Together we can dive deeper into how to develop a brand story that is truly authentic and engaging using shared values with a focus on brand loyalty. Make sure you are building a business empire with clarity and confidence so that it doesn't just survive – it thrives! What’s Next? Think you got your brand where you want it? A great place to start is with the free CRM software at HubSpot to help manage your sales, customer service, content management, and operations all in one spot. Heads up, we are an affiliate and receive a commission if you upgrade with this link.

Branding is a critical aspect of any business, and it is essential to establish a strong brand identity to achieve success. However, building a successful brand is not an easy task. Many challenges can arise, which may have significant impacts on a brand's success. In this blog, we will discuss the most common branding issues faced, and explore some effective solutions to overcome them. Lack of Brand Differentiation One of the biggest challenges facing businesses is creating a brand that stands out from the competition. With so many brands offering similar products or services, it can be challenging to differentiate your brand. Lack of differentiation can lead to customers overlooking your brand and opting for competitors. To overcome this issue, businesses need to identify their unique selling points. At The Brand Management Company, we call these the brand pillars, a group of key attributes that, when grouped, create a unique brand. I always use this conversation to explain further: “Hey, I can’t remember the name of a singer. Help me out. She’s a powerhouse vocalist.” “Ummm, Mariah? Whitney? Carrie Underwood?” “No, no. She’s got this mod thing happening.” “Oh, Adele!” There are many female singers. Many singers are described as powerhouse vocalists. But, there is only one singer with these identifiers alongside the British/Mod attributes. Together this specific grouping differentiates from the competition. Secondly, they need to highlight the brand pillars in all branding efforts by incorporating each brand pillar into every narrative, every image, and every product released. What good are brand pillars if they are not used correctly? If even one press release goes out without hitting all the pillars, the business risks consumer confusion. With these two strategies in place, the business can focus on creating a distinctive brand personality that sets them apart from the competition and allow future marketing campaigns to elevate their story and create brand loyalty. Inconsistent Branding Inconsistent branding can be a significant hindrance to building a strong brand. Inconsistencies can occur in various forms, such as using different logos or brand colors across multiple platforms or inconsistency in messaging. Consistency is crucial in building brand recognition and trust with customers. To address this issue, businesses need to create brand guidelines that outline how their brand should be represented across all channels. It is also essential to have a centralized system in place to manage all branding assets. Unfortunately, inconsistent messaging is an easy trap due to the various platforms and outlets the brand must utilize during its marketing campaigns. Therefore, the brand guidelines must include limitations and direction on more than just the brand story like the voice and the tone of the brand personality. And most importantly, when external issues arise in the marketplace, a business should be able to pivot its marketing strategies while staying on brand. For instance, when COVID changed almost every industry imaginable, certain companies lost their way. I recently heard of a sports massage company that initially had a robust following by specializing in sports injuries. However, when COVID hit, they expanded their services to include spa-like features like facials and calming massages. After this, they decided to make their storefront atmosphere more spa-like, which then eventually caused a complete business name change. A snowball effect caused a complete rebrand, and now they have no clear differentiation in the marketplace against all the other Massage Envy’s out there. Today, they are starting over with an entirely new target audience. They would have maintained consistency if they had offered new services in-line with their brand. Some on-brand ideas could have been to partner with local physical therapy offices or gyms to offer package rates, create online or outdoor stretching classes 2x a week for their clients, or offer home services to the immune-compromised. They could have even created a fun sportswear merch line. All missed opportunities that probably could have saved a lot of money! Instead, they are practically starting over as a new business. Failure to Connect with Target Audience A brand's success depends on its ability to connect with its target audience. Failure to connect with the target audience can result in decreased brand loyalty and reduced sales. To overcome this issue, businesses need to understand their target audience's needs, preferences, and behaviors. Conducting market research can help identify the target audience and create messaging and branding efforts that resonate with them. Two key reminders regarding the target audience to avoid branding problems: A brand can not please everyone, so do not try. This policy will save loads of resources from money to time. The brand should not forget its core audience. All business wants to grow and evolve, but if they forget the attributes and behaviors of the core audience, it becomes really easy to accidentally move forward with marketing campaigns that alienate the base to detrimental consequences. Taylor Swift is a shining example of how a brand efficiently connects with its target audience. From Myspace to Easter eggs and everything in between, Taylor knows her audience and super-serves them to create sheer pandemonium. Lack of Brand Awareness Brand awareness refers to the extent to which customers are familiar with a brand. Building brand awareness is essential for businesses to gain a foothold in the market and attract new customers. Lack of brand awareness can be due to inadequate marketing efforts or insufficient investment in branding. To address this issue, businesses need to invest in marketing and advertising campaigns with a clear focus on building brand awareness. Social media marketing, influencer marketing, and search engine optimization (SEO) are examples of effective strategies for building brand awareness. While creating a brand awareness strategy, be sure to keep in mind what communication channels make sense for the brand itself. For instance, a marketing strategist may suggest a brand prioritize all social media platforms to increase impressions at a higher rate, whereas a brand strategist would dig in further to protect the brand’s growth. In reality, it may be a better decision for the brand to forgo certain platforms for several reasons. One example is a value conflict. If a brand publicly stands for one thing, and the platform and/or the leaders of the platform showcase the opposite, the brand should avoid the platform altogether to avoid the appearance of selling out. So, make sure there is proper investment put into the long uphill battle to marketplace domination to avoid mishaps along the way. From hiring the right team, prioritizing the best channels, and spending an appropriate budget to target the correct audience, a business needs to invest heavily in brand awareness. Negative Brand Perception Negative brand perception can be detrimental to a brand's success. Negative perception can occur due to a range of factors, such as negative reviews, product failures, or unethical business practices. In today’s society, even a seemingly small infraction may result in a brand’s cancelation. A recent example of this has impacted Bud Light. Often the marketing team may lose track of the core brand and its core audience thereby creating problems through marketing campaigns that are perceived as off-brand. It is imperative to hire marketing teams or employees who can continually identify the key traits and voice of the brand personality to effectively share it through their designed marketing strategies and avoid missteps. To address these types of issues head-on, businesses need to be transparent and honest in their communications and take swift action to address any negative feedback or issues. We handle crisis management here at The Brand Management Company, so we often get tasked with sensitive messaging campaigns and they truly are as easy as circling back to the brand pillars and the values shared with the target audience. You are not alone if you have experienced any one of these branding problems. These common problems can pose significant challenges for a business, but it can overcome them with the right brand strategies and tools. By identifying and addressing these issues, a business can build a strong brand empire that will resonate with customers, create brand loyalty, and set them apart from the competition. If you are struggling with your brand identity or brand strategy...or if you just want to hear our opinion on public apologies, the most commonly implemented crisis management strategy... feel free to drop us an email to connect. We exist to provide clarity and confidence in your brand so you can concentrate on growing your empire. We look forward to hearing from you!

Times have changed in the branding world. In the past, the rule of thumb was to brand once and move on to marketing strategies, but the smart guys and gals have proved this to be a detrimental practice. Today’s successful entrepreneur needs to evolve their brand identity on a regular basis to stay relevant and authentic in the marketplace. We've said it before. The delicate dance between branding and marketing is an ongoing tango that requires both partners to communicate efficiently and play off each other’s moves. When one partner changes course, the other must follow suit. If one partner falls, the other is thrown off balance. This holds true for brand evolution, so it is important to take small strides together to create a smooth and easy transition. Here are the steps of brand evolution you should follow to advance your marketing efforts, and your audience, without missing a beat. Step One: Identify the Reason for the Evolution Entrepreneurs tend to be creative thinkers. Creatives hate stagnancy. But the mere fact of becoming bored with your brand is not a good reason to embark on evolution. Instead, you must analyze many aspects of your brand on an ongoing basis to see if there is an actual need to evolve. So, where do you look? Your own data! The data and feedback that you receive from your marketing strategy will tell you so much about what is happening with your brand. This is where you will learn about your audience and any potential shifts in the marketplace. This is also where you will discover any negative external narratives that could harm the business you have built. Listen to what your audience is saying and watch how they are interacting with your brand. Over time, you will see a trend. Another potential reason for brand evolution is if you experience your own personal evolution. As your brand is so closely tied to your personal lifestyle and values, a shift here should necessitate a brand shift. Sit back and check the marketplace data, the external narratives, and your own personal evolution. If any of these are affecting the authenticity of your core pillars, then you should move on to Step Two. Step Two: Identify which Pillar Needs Updated/Altered To evolve slowly and avoid a dangerous rebrand, you should not change all your brand pillars at once. If you are always engaged in Step Four (don’t skip ahead!), then chances are this will not be an issue. Dig into each core pillar and discover which one may be outdated or inaccurate, then focus on how to correct the issue. Remove the bad pillar from the Brand Matrix and if the remaining core pillars are still authentic and competitive then the correct course of action is to phase out the bad pillar from the brand strategy. If, on the other hand, the remaining pillars cannot stand on their own, identify a new, fresh, and authentic brand pillar to the Brand Matrix that will make your brand identity stand strong. Either way, you’ll need to embark on Step Three to incorporate that new brand pillar and/or phase the old one out. Step Three: Understand that Changing One Pillar May Affect Many Elements of the Brand Each core brand pillar touches every main element of your brand: the image, narrative, and product/service. Therefore, you must prepare to readdress and update all three to present a cohesive brand identity to the audience. Everything from font to packaging is game. The goal with this step is not to drastically run in and alter course, because that would be a rebrand. The goal instead is to lean into your stable and unchanged brand pillars to let the consumer know they are getting the same quality product/service with the same values and purpose. For example, you recently discovered you have a new brand pillar that supersedes an older, less defined, pillar. That new pillar is “soft.” And now you notice that one of your brand fonts is a little jagged. Although the jagged font is“fun” (one of your tried-and-true pillars), you realize the rough font is the antithesis of “soft” and should be replaced. What should you do? Simple! Find a new font that still embraces FUN but is a little less jarring on the eyes with softer edges. By leaning into your steadfast pillars, the tweak of one brand font, and not all, will help the consumer understand your brand in an elevated way without getting whiplash. Step Four: Continue to Check In Once you have completed Step Three and have evolved the brand, you are done! Congratulations! Just kidding, not so fast. We wish it was that easy! To make sure you can incorporate slight tweaks every year or two, it is imperative to continually check in with your data so that you can see any brand issues before they arise. You do not want to shock your consumer with a change they will consciously notice. In marketing, we call this staying below the just noticeable difference threshold. Brands use this psychological trick to either go above the threshold and make a bold statement they want noticed or dance below the threshold to make any changes that will go unnoticed. For instance, cereal manufacturers wanting to increase margins will make their boxes just 10% smaller which will be undetectable by shoppers on the breakfast aisle. Or they can raise the price a few cents instead of $1. Brand strategy is not a one time thing - By constantly checking in with your consumer’s behaviors and lifestyles, as well as your own, you are ensuring you both grow at the same rate as your company. The key take away with brand evolution is to incorporate action steps in the overall brand strategy. You know that the marketplace will change. You know your consumer will change. And you know you will change over the next twenty years. These changes will all affect your brand identity and, if you aren’t paying attention, can sink the brand. Stay engaged and stay active! Maintain authenticity at all costs and you’ll be successful for evolutions to come. Is your current brand strong enough to withstand the test of time? Do you have other specific questions about your current brand? If you are struggling with making sense of your brand identity, or know you are ready for a brand evolution, don’t hesitate to reach out to us at info@thebrandmgmt.com to find out how we can help. And join us on Instagram @TheBrandMgmtCo for more clarity and fun in all things branding.

Chances are you have amassed a strong base of brand-loyal supporters and companies have already started reaching out for potential partnerships. Many of these could be lucrative revenue streams for your bottom line. But in the world of brand partnerships, how do you know if a partnership is beneficial to your brand beyond the paycheck? The brand identity you have built needs protection with every business decision. So how can you make sure a brand collaboration you embark on will elevate your brand and not alienate your consumers? Here are three steps to determine just that. 1. Pinpoint each entity’s brand identity – both yours and the potential partner. Imagine one of your brand pillars is professionalism. Your brand prides itself on being crisp and polished, and your imagery and voice are always business formal. A lucrative proposal crosses your desk to partner with Hot Topic, a brand associated with teen rebelliousness. And man, it sure looks enticing because that extra revenue stream would help you hire a new sales agent to bring in even more clients. Yet, if you follow through with such a partnership, you may cause irreparable harm to your business by tainting the most valuable asset you possess: the brand identity. In the book, From Individual to Empire, Laura takes a deep dive into the psychological-based marketing tactic called transference. Research has proven that one brand, when side by side with another, will transfer its brand identity to the other and vice versa. In this particular example, we've chosen to use a brand that is the antithesis of professionalism to drive home the point. If the brands clash, the consumers will be left woefully confused, and potentially turned off. If your audience begins to question your purpose or brand identity, they will turn elsewhere and not think twice. To prevent this, the very first thing you should do is make a list of the brand pillars of the other company and confirm their pillars will coincide with yours naturally and authentically. If any of them stand in opposition, this short-term partnership may seem nice in theory, but will not benefit either brand long-term. 2. Find the shared message. Now that you’ve identified both entity’s brand pillars, this should be an easy task. Is there a narrative attached to any pillar that is shared between both brands? If so, this is where you should lean in. On the surface, Beyoncé and The Home Depot do not seem like a good fit for a brand partnership.It’s safe to say, Beyoncé would never be caught dead in burnt orange. It doesn't exactly match her glamorous image. However, in taking a deeper look at the brand narratives from each, there is a potential connection between the DIY culture of The Home Depot and Beyoncé’s independent women. When we construct the joint message to empower women everywhere to do it themselves, we make a partnership that is not only understandable but even desirable. It may take a little digging into the narratives of pillars, in which there are many, but without a shared message the partnership will fail. When we look to past examples like Sarah Jessica Parker and her first round with GAP, the consumer became turned off, and the retailer suffered a decline in sales. SJP was quintessential haute couture during Sex in the City’s reign, so why was she telling us to wear comfortable denim and everyday cardigans? You want the viewer to think, “Wow, that’s genius, why didn’t I think of that?!” So don’t be afraid to dig for a narrative below the surface. That’s how great campaigns stick in our psyche for years to come and make a whole lot of sales. 3. Ask yourself: Does each brand enhance the other in this partnership? This is a partnership. And as such, both parties should accentuate and enhance the great qualities of each brand’s identity. Each party needs to ensure value gains by becoming a more solidified and better version of itself. After all, as we discuss in #1 their brand will be transferred on to yours for potentially years to come. Is it likely that you will gain brand loyal consumers who discover you through this partnership? Is your audience likely to want to invest in the other company’s product? Any brand partnership in which you engage should create these simple outcomes. But taking this a step further, the collaboration should complement your brand pillars and elevate both brands. When a consumer sees this partnership, do they understand your brand more deeply than before? Do they connect with your brand more because of the other brand? If you are investing time and energy into something , it must be worthwhile, beyond a simple paycheck. This should really be at the forefront of all your business decision-making as an entrepreneur. Following these quick steps should make it easier to determine if a brand partnership is right for you. Never feel bad for deciding not to pursue a partnership with a company that doesn’t fulfill the long-term goals you have set for your brand strategy. Your audience expects nothing less. And if a collaboration will require you to compromise your pillars even temporarily, it isn’t worth it. Want more ideas on how to protect and promote your brand identity? Be sure to sign up for our newsletter and order your copy of From Individual to Empire to become a branding expert in no time!

One of the hardest parts of self-branding is learning how to remain objective during the multi-step, and sometimes arduous, process. The truth is human nature seems to require us to become emotionally involved in our work, and that is especially true for those who must live their brand identities in a public marketplace. When you are the product being sold, or when you are an entrepreneur who has created a business based on personal attributes and identity, there is little to no separation between the self and the brand. The good news is this fusion creates authenticity and a strong connection with the audience. However, the flip side to this unique situation leads to subjectivity, a very real danger to any growing business. So, let’s take a minute to discuss actionable advice that will help you step outside of yourself and learn to view your brand with an objective mindset to make unbiased and sustainable business decisions. If you haven’t yet begun the branding process we highly recommend reading, From Individual to Empire: A Guide to Building an Authentic and Powerful Brand. Written by The Brand Management Co. Founder, Laura Bull. This shortlist will undoubtedly help your approach before you’ve turned the first page! Make sure your mindset is in a positive state. As author Shawn Achor drills down into his research, he proves that we make better, more rational, and more sustainable decisions when our brain is free of stress and negativity. Here are the facts as Achor points out in his TED talk, and expounded upon in his NY Times Bestseller The Happiness Advantage: “If you can raise somebody’s level of positivity in the present, then their brain experiences what we now call a happiness advantage, which is, your brain at positive performs significantly better than at negative, neutral, or stressed. Your intelligence rises, your creativity rises, your energy levels rise. In fact, we’ve found that every single business outcome improves. Your brain at positive is 31 percent more productive than your brain at negative, neutral, or stressed. You’re 37 percent better at sales. Doctors are 19 percent faster—more accurate at coming up with the correct diagnosis when positive instead of negative, neutral, or stressed.” Remember, positivity can be the slight edge needed to go from average to an outlier. And this proves why. Understand that what is true, may not sell. While you are on your branding journey, you will come across a few key steps that will determine how successful your brand may become in the future. One is editing all your truths, everything that makes you unique, your life experiences, values, and traits, into a palatable product for the consumer. This must be a ruthless activity, leaving many, many truths on the cutting room floor. But, if done correctly, this step will actually double as a lesson in objectivity. You must cut out the fluff anyways, so naturally, we should cross out traits and values that may prevent the audience from understanding your brand. The goal is to embrace the fact that it is not a slight against you if something you love or something you deeply connect with may not be sellable to your chosen target audience. It doesn’t take anything away from your uniqueness or your life experiences. It just may not be relevant to the product you are promoting. Giving yourself an outsider’s perspective, namely the consumer, will help you develop an objective mentality that will help keep your brand on track. Pulling the truths together that are important to the consumer will provide long-term focus. Focus not only relieves stress about the brand identity but also protects your ego from negative feedback. Here’s an outlandish example to prove our point; You may be a killer interior designer, however, if you are a politician, your obsession with textured fabrics does not need to be incorporated into your core brand pillars. Sure, you can pull inspiration from the hobby, maybe a layered approach in design mirrors your layered approach to policy, but design in and of itself needs to be removed from the branding equation. Asking how your audience will react and what desired effect you hope to achieve by utilizing certain traits and values in your brand will help you remain objective. Most voters consider interior design a luxury, and as a business person looking at the data, you must ascertain how you come across to your audience. In this scenario, are you going to appear too elitist to understand what your constituents need from you? Of course, your passion for your hobby doesn’t need to be hidden per se, but it doesn’t need to be a public selling point. Accent the truths that matter. Don’t forget to recognize the bad stuff. The bad should not be scary. In fact, the bad stuff is necessary to identify where you don’t want your brand to go. Consumer negativity, low sales numbers, the lack of interaction with the brand itself, just to name a few examples, could all be a cause for concern, yes, but should be analyzed from an objective position. You must take the feedback and learn what it is saying. The social media phenomenon has undoubtedly changed the way consumers interact directly with public figures. In addition to adoration, they receive copious amounts of backlash, trolls, and downright hateful messages. To many, this becomes such a burden that they leave social media altogether to protect their mental health. Unfortunately, doing so cuts off a major source of valuable information that could give the influencer a leg up on the competition. First, understand that those sending hateful messages are not your core consumer and therefore not your problem. Some may even be computer bots. Hopefully, this mindset will bring back some of those warm and fuzzy feelings. Positive mindset above all else, remember? Second, if sales are dropping or if the interaction is low from your core audience, then it’s time to fix the problem, not just ignore it. You can’t turn it off and look away if you want to succeed. Where is the disconnect? Is there an authenticity issue or a target audience issue? Has the marketplace changed? What part of your public brand identity is not resonating with the audience? If you know about the Brand Matrix, you can quickly identify the troubled brand pillar and replace it with something that does resonate. We’re not saying you necessarily need to embrace the bad stuff, but you must embrace how to process the information as data to protect your brand from internal and external factors both now and in the future. We strongly believe objectivity in the branding process is a teachable trait. By learning to separate the self from the brand, you are not only giving yourself protection against the psychological struggles that many public figures face, but you are also making your brand identity stronger and more indestructible. Take this advice and practice it during your daily business routine. It’ll become a habit soon enough. And make sure you keep these tips in the front of your mind as you embark on your self-branding adventure. If you are struggling with making sense of your brand identity, don’t hesitate to reach out to us at info@thebrandmgmt.com to find out how we can help. And join us on Instagram @TheBrandMgmtCo for more clarity and fun in all things branding.