Tips for telling your branding story.

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Branding in a Fragmented Media Landscape

Posted by Lisa Hall on Wed, Nov 02, 2016 @ 10:07 AM

Gone are the days when you could promote your brand simply by placing buys on TV, on radio and in print. The media landscape has changed dramatically over the past few years, and seems to be changing faster and faster as new opportunities enter the marketplace.

 

Because of all the fragmentation between traditional, online and new outlets like influencer marketing, it’s more important than ever to have a strategic brand identity and message that works across platforms.

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Topics: branding, brand strategy

How to Design a Strategic Brand Architecture

Posted by Lisa Hall on Wed, Sep 21, 2016 @ 10:03 AM

Brand architecture is the hierarchy of brands within an organization. It is the way in which the brands under a corporate umbrella are related to, and differentiated from, one another. For example, Apple is a technology company that sells computers, tablets, phones and music players. Apple is the corporation, while iMacs, iPads. iPhones and iPods are some of the sub-brands that fall under the corporate brand, resulting in its architecture.

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Topics: branding, brand strategy, brand architecture

Seven Components of a Successful Brand Strategy

Posted by Lisa Hall on Wed, Sep 07, 2016 @ 09:30 AM

By definition, a brand strategy is a long-term plan for the development of a successful brand, in order to achieve specific goals. According to Hubspot, there are seven parts to a comprehensive brand strategy.

 

Purpose

Your brand’s purpose is more than a promise, it’s what separates you from the competition. It’s your reason for existing. What is the purpose behind what you do?

 

Consistency

It is important to make sure all of your messages, from ads to social media posts, align with your brand. Even a small misstep here can throw your strategy off track. This doesn’t mean that everything needs to look exactly the same or follow the same template, but that your messages elicit the same emotions from your audience.

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Topics: branding, brand strategy

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