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.

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? 3

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 7

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 9

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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old school

The 7 Reasons Why People Leave Your Website

If you’re here, there’s a high likelihood your site is not doing so great and it may be time for a website redesign. Are you finding your site’s visitors are leaving pretty soon after they arrive (bouncing)? Wondering how long users usually stay on a website before clicking away? Luckily, there’s been a truckload of research done on this. You have 15 seconds to grab a visitor's interest on your website. That's not load-time, that…

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Do you have an authentic brand inside and out? 10

Do you have an authentic brand inside and out?

Brand management is essential. The expectation you set (brand promise) needs to authentic and align with the customer’s actual experience. Let’s take a quick look at a recent outing I went on with my son – he is in middle school and has been really stressed out lately. Telling a baby teenager to unplug and relax, maybe even meditate is a tough ask. So we decided to go extreme and try out a sensory deprivation…

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what is rebranding

What is a rebrand?

The terms brand, branding, and rebranding are thrown around a lot these days and the concepts can be a bit overwhelming and confusing. If you are feeling this, you're not alone! What you need to know before attempting a rebrand There is a lot of jargon out there that doesn't really explain what rebranding is or what a good rebranding process covers. So, we’ve put together this guide to cut out the unnecessary crap and…

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work on your brand - have boundaries you will

What does Yoda have to do with protecting your ass(ets)?

You have insurance for the hard assets, but what about your soft assets? Your employees, your loyal client base, your culture, your family and most importantly your personal give-a-damn? Protect your assets you will. You may be asking: But how can investing in my brand protect all of these people? Before we get to that, let me tell you a story about NOT investing in your brand. There once was a talented designer who owned…

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common website mistakes you can avoid

Common website mistakes that tell prospects you don't care

A lot of companies in the commercial building tradesput their website on the back burner for more urgent demands. Before they know it, it’s been 4 or 5 years since their website and marketing materials were updated. Unfortunately, your potential clients can see and feel this as soon as they visit your website, and this makes it look like you just don’t care that much. Think about it: how many solid sales leads go cold…

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invisible in the market? Identify your branding issues.

Are branding issues causing your company to be invisible?

You know your company does amazing work. So why aren’t you dominating your market with amazing sales figures? You have great referrals and repeat customers but new prospects aren’t knocking on your door. But are you stuck in the low bid nightmare of RFPs? Do you struggle to attract new employees? But, deep down you know you're a badass firm! You might have branding issues. Hell, if you're on this blog you already have a feeling…

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avoid brand decay and becoming an accidental commodity

Has your company become an accidental commodity?

Brand decay, accidental commodity… what the hell are we even talking about?! Well, this week I wanted to chat about something that happens way too often to good companies that can end up becoming invisible and destroying their business. Brand decay. So, what is it? Brand decay is a de-evolution that happens when a company stops paying attention to its brand and focuses only on the products and services they provide. Over time, the essence…

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