Developing Your Brand’s Power Message – Part 5

This is the final installment in the series on developing your Power Message. It’s the “fun” part. It’s time to get creative and write the line that will best define your business and persuade prospects to do business with you. It’s the...

Developing Your Brand’s Power Message – Part 4

Focused – Core Branding Message and USP Now that we have all of the information available, it is time to start focusing on what is really important, to get more precise. The principle of reduction begins to take effect. You will want to craft a Core Branding...

Developing Your Brand’s Power Message – Part 3

Gathering Information This represents all of the information available about your company, the obvious and not so obvious. What exactly do you do and how do you do it? What qualifies you to do what you do? What are your strengths and weaknesses? Where are you? How do...

Developing Your Brand’s Power Message – Part 2

The principle of reduction Some products and services are very effectively marketed with advertising that has long persuasive content in a Direct Response format (designed to elicit an immediate action from the reader) such as a landing page on the web or direct mail....

Developing Your Brand’s Power Message – Part 1

This is the beginning of a series on developing  a “Power Message” for your small business branding. It will take you through the process that I use with clients to help them. What is a branding Power Message? It can take a variety of forms, but typically...

Small Business Branding Myths

Branding might be the most misunderstood term in the world of marketing (other than, perhaps, the word “marketing” itself). I’d like to review a few beliefs that I consider to be branding myths, or at least only partially true. Myth One: There is one...