Conventional wisdom suggests that true creators come up with novel ideas in sparks of genius. Many people don’t see themselves as artists or creators or doubt their creative abilities because they believe that artists constantly reinvent the wheel.
Here are twelve do’s and don’ts to keep in mind as you build your brand in the new year.
Brand voice is often described as the words and grammar you use to communicate with people. But, actually, brand voice is not only the grammar and tone of voice but the combination of words, sounds, images, lighting, taste and touch you use to attract — and become cozy with — your brand community.
It’s never too early to start thinking about your brand strategy. Look at the stats: eight out 10 of new businesses fail not because they don’t have great products, but because small and medium-sized business owners held off on “marketing” or “branding” as foreign to their success. “Wait until we get our product right,” they tell themselves. (Insurance firm Embroker reports the fail rate at nine out of ten.)
As a professor of business and management consultant I find myself in a variety of organizations. One of the questions I often ask both senior managers and line personnel is how their organization makes money. Another way to ask the question is to ask for a description of the firm’s business model. In many organizations the answers are a best superficial. In the worst cases the answers are misleading. The answers frequently take the form...
