A great business brand is all about creating an effective emotional connection with key constituencies, including customers, prospects, employees, and partners. Brand connection increases confidence in the business, which accelerates your audience’s choice. A brand is never static — it constantly balances between consistent messaging and adaptation to new circumstances, technologies and opportunities. As we…
Category: Branding
Where Brand Strategy and Business Strategy Overlap (It’s Not What You Think)
As we approach the end of 2021 it’s a good time for leaders to assess the business and brand strategy and make adjustments and decisions on where to focus and invest resources in the coming year. There are various directions a business leader may decide to go in and a critical point of analysis is…
5 Ways the Personal Brand of the CEO Directly Impacts the Company Brand
CEOs no longer have the option of staying in the shadows. A 2017 study found that millennials aren’t the only group who care about CEO engagement — over half of the members of each age group surveyed expect CEOs to be visible, and even active in the public sphere. Before a CEO can effectively represent the company,…
What brands should consider as they transition back to the workplace
For the last year and a half, we have all felt that we were stuck in Groundhog Day, or some weird Daylight Savings Day (Fall Forward), but we fell forward a year. Much of the stress was around surviving the pandemic and adjusting where necessary. As we return to work, a lot has changed. How…
5 Key Steps Leaders and Brands Must Consider for DEI Efforts
Companies and CEOs are faced with challenging choices around their reputation and impact as they look ahead in 2021 and beyond. There is a steady transition in the court of public opinion about how companies need to play a larger leadership role, in addition to what governments are doing. A recent survey by Weber Shandwick,…
2021 Personal Brand Trends
It’s hard to imagine a more welcome transition into a New Year. After an incredibly challenging 2020, we all want 2021 to be a year of recovery, rebuilding, and progress. Our personal brand is a great place to start. Thinking through where and how we want to appear can set the tone for all our…