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.

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. (ominous music plays) Brand decay. So, what is it? Brand decay is a de-evolution that happens when a company stops paying attention to its brand positioning/diffraction and focuses only on the features of their products and…

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overwhelm shutdown

Know when it’s time to tell a troublesome client goodbye

Every opportunity comes with a cost. Some opportunities cost too damned much by taking an unacceptable toll on your staff morale and your profit margin. Some people in this world you are meant to serve, and others, not so much. It doesn’t make either of you bad. They will do great work with someone, just not you. And that is ok. Do you know what your ideal client looks like? Do you have that persona…

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branding truths

Nobody cares about your baby – and 6 other branding truths

Figuring out your brand can be daunting. It can be scary to look at your business – and I mean REALLY look at it. If you're not sure if you're heading down the right road, there are some universal branding truths that will help steer you in the right direction. Don't worry, Branding & Beyond's got you! Branding Truth 1 No one cares about your baby I get it. You created it. You love it….

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