Going Beyond the Surface of Your Brand

Strategy, insights, random thoughts about having a clear, differentiated, trusted and referable brand that makes sales easier and marketing more effective.

being-different-is-better

Being Different Is Better Than Being ‘Better’

If you’re the best at what you do, then you’re guaranteed to pull ahead of the game and win every time. You’re on top because nobody does your job better than you and because you’re better, everybody will want to buy your product or hire your crew. Right? Not exactly. If you want to build a profitable business and you want to be known as the best at what you do, then you might be…

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Are you not asking for the help you need? 1

Are you not asking for the help you need?

Have you ever had a task, like moving a big box that you knew was a bit much, and you should ask for help, but something deep down said, “you got this?” even when you clearly didn’t?  What you got was a hurt back and a bruised ego. All because you lack the ability to admit you need help.  The Incident I was attending a conference recently, and while I was there, I had an…

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Is marketing more important than branding? 2

Is marketing more important than branding?

We’ve already covered the difference between marketing and branding before, but a little refresher won’t do any harm: What is marketing? Marketing is the overall strategy and act of promoting a product or service. Marketing pushes your message and stimulates demand for your products and services using advertising campaigns. What is branding? Branding is the intentional and strategic shaping of what people think and experience with your company, its products, and services. Branding pulls customers…

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does-your-company-stand-out-on-the-shelf

Does your company stand out on the shelf?

When you’re looking at your own brand, it can help to take a step back and look at it from another angle. When I run my brand workshops, I always ask my clients to imagine their company as an option on a supermarket shelf. If your company was a product, what grocery store would you be in? Are you more of a Walmart or a Whole Foods option? In which aisle would you be located?…

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How do you know if you have a marketing problem or a business problem? 3

How do you know if you have a marketing problem or a business problem?

Has business gone quiet? Leads gone cold? Are you sick of seeing prospects hire your competitors instead of you? Time to start pumping money into a marketing campaign, right? It'll attract more people to your business, and they'll hire you no problem! Well, maybe. If people don't know your company exists, then yes, promoting your company and raising some brand awareness is great. But what if it isn't your marketing that's stopping people from hiring…

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communication-out-of-alignment

What is a communication strategy and do I need one?

Do you feel like your customers just don't get you? You're not alone. It comes down to that old cliché of miscommunication (duh, right?). Ok that might sound obvious, but hang in there & we'll show you how to connect with your audience.

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need-a-new-website-bab (blog header)

My sources are telling me I need a new site

Why a new website won’t solve your problems Your competitors are doing really well right now. They’re beating you in sales, they have more customers and, oh yeah, their website is brand new. That must be the reason they're getting so many customers through the doors, right? The new website. They must've spent thousands of dollars on it and it really makes them look professional. How do you compete with that? By getting a nice…

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Is your website invisible to Google

Devastating SEO issues that cause your website to be invisible to Google

Your website has two main audiences, search engines and your target market(s). Here at Branding and Beyond, we tend to be fixers. When friends, colleagues, clients, client adjacent companies… run into problems with their website or have a branding issue, we get called to consult. Today, we're going to cover what makes a website invisible to Google and how to fix it. So, let's get started with a quick story about a good friend of…

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client-communication

Why are prospects not understanding how awesome you are?

Do you feel like your prospects just don't get you? Do they not see the value your company provides, no matter how many times you say it? If they did, they would be beating down your door to hire you – but they aren’t. Is your message wrong? Don’t worry. You're not alone. This is a problem every business has to deal with – not just in the commercial construction industry, but in every industry…

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Is your brand out of alignment? 6

Is your brand out of alignment?

If we looked at the messages on your website and compared that to the ad campaigns, brochures, social posts and what your sales team is saying in the field, would it be cohesive? Or is it all a bit disjointed? The speed of business has increased and the workload on each team member has increased as the world becomes digitized and so many channels of communication are out our fingertips. This is where confusion can…

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Stop throwing good money away on random acts of marketing 10

Stop throwing good money away on random acts of marketing

Are you pumping your hard-earned cash into digital marketing but not seeing your bottom line increase? Advertising online is a great way of gaining exposure for your company quickly – but it doesn't guarantee a return on your investment. It doesn’t guarantee customers through the door and it doesn't guarantee your money problems are going to go away. Here’s the deal, marketing gets you awareness, that’s it. If your message is the wrong one or…

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The Difference Between Marketing and Branding 12

The Difference Between Marketing and Branding

I was having a coffee date with a girlfriend who works for one of the biggest general contracting companies in the city and she came out with this show-stopper: “I think our CEO will have a hard time seeing the value of branding – they see marketing as a cost center, not a driver of sales.” Wait a minute, what? How did we go from branding to marketing in one sentence like that? How can…

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