Monday, October 26, 2009

What's That You Say?

Recently a customer asked me what difference it would make if the CEO of a company were the author of a blog but didn't allow comments? My immediate answer was that that I didn't think that they should have a blog if they had no intention of allowing comments. For me a blog is something that allows comments, even if those comments are criticisms. How you address criticism can be particularly powerful.

I feel that if don't wish there to be comments, then frame the site that way - more like a news service. For me at least, blogs are an opportunity for two-way communication. It's a venue to interact with customers and advocates of your company. Feedback allows for an opportunity to improve.

Two-way blogs are fantastic brand tools. It empowers your audience and gives you front-line exposure. Shutting down conversation harms your brand by making your reader suspicious as to why you refuse to listen. Why is it all about your opinion when in reality it's all about your customer - or it should be.

Think twice before you shut the door on your customers.

Wednesday, October 21, 2009

Boost Your Brand in 21 Days!

Starting on November 2nd, over at Small Business, myself and Vera Raposo (owner of SBB) will be hosting a FREE branding course we call BRAND BOOSTER 21! Every single day for 21 days, we will present a new article dealing with one aspect of your brand with the goal of providing solutions to helping you make your brand more powerful.

Mark your calendar and hustle over to Small Business and begin your 21 day course - it does a brand good. We look forward to your participation and comments.

Thursday, October 15, 2009

Smile and Move

Here is a great PR idea for you and very inspirational as well.

Thursday, October 8, 2009

Marketing Tips Tele-Seminar mp3, Online Branding

Yesterday I was featured on Marcia Hoeck's "Marketing Tips Tele-Seminar" in a one hour interview on - Online Branding. This is a topic I am asked to discuss quite often these days. Marcia's free series might interest many of you as it is a regular feature. I'd recommend visiting her site and signing up for the series.

Interview with Christian Home Business Connection

Blog owner Laurie Neumann from "Christian Home Business Connection" contacted me a short time ago to interview me as a small business owner. Laurie was interested in my work habits and take on running my business. It gives a good over-view as to how I operate. Enjoy the article.

Monday, October 5, 2009

Financial Benefits of Branding.

I spoke to a group of CFO's in Ann Arbor Michigan a few years ago on the benefits of branding. This group didn't care about marketing benefits but only how branding can save money. Bottom line.

Number one - consistency. How the brand image is delivered is crucial. If the brand image is consistent across all media, then there is little room for confusion , making it cheaper to promote the company. Inconsistency results in confusion. Confusion is a costly error. If you buy into differentiation and go to market with one thrust, then marketing costs are focused on that unique selling point. For every product or service you add to that you not only increase the marketing costs but also add more competitors to the mix.

Another financial consideration for branding is luring prospective investors or buyers. If the brand is focused properly, the brand is more attractive to investors or buyers. They have their act together. When the brand is strong, the resulting passion among all stakeholders holds a great deal of value.

To view branding as simply a marketing function is a gross misunderstanding and appreciation of what your brand IS. Your brand at the end of the day is your passion and reputation. If nurtured properly, the financial benefits are obvious.
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