Blog : branding

Brand Strategy: What’s your ONE big thing?
Wendy Baird

Brand Strategy: What’s your ONE big thing?

I was reminded this past week, on a few different occasions, that the art of positioning is based on the ability to narrow focus and to let go. In a meeting with a new client who was struggling to clearly define the services his company provided and to whom, it became clear that his biggest challenge was in positioning. In his attempt to be more service-oriented and have greater reach, the company tried to become too many things to too many types of customers, and the brand lost relevance.

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The Apple Store experience for your advisory business.
insight180 team

The Apple Store experience for your advisory business.

I recently treated myself to an ipad. But what I find myself thinking a lot about is just how nice my buying experience was with it. Add to that, the fact that half the businesses we work with have, at one point or another, asked us to make them the Apple of their industry. A daunting request. But we know what they are asking for when they say it. They want to be a leader, to be different, to be about more than just exchange of services for renumeration, but mostly I think they want to be liked and successful.

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When the brand waters get muddy
Wendy Baird

When the brand waters get muddy

Company ABC is a tech consulting firm in the secure government contracting space that promotes a fundraising event for a highly respected, well run charity for rehabilitating soldiers injured abroad. The veteran owners and many of their clients care passionately about the cause, and the thousands of dollars they contribute directly impact those in need of immediate assistance. Their contribution fills a vast funding deficit and gives the charity a much needed financial boost. And, it serves as an expression of Company ABC’s brand. They pride themselves on their integrity, reputation and transparency, and their commitment to their clients, country and community is evident in their brand from the way they provide services to the way they demonstrate giving back.

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Welcome to marketing, put your feet up.
insight180 team

Welcome to marketing, put your feet up.

Sounds like cartoon commentary, doesn’t it? Picture a guy at a desk with a marketing sign above him, feet up talking on the phone. But branding and marketing is not fluffy, “designy” stuff. Branding and marketing is what makes the difference between a full pipeline of leads and an empty one.

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