Going Beyond the Surface of Your Brand

Strategy, insights, random thoughts about building out your brand.

Is marketing more important than branding? 1

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 to you and turns them into loyal customers based on your who, how, and why. Branding is the marriage, not the wedding. It’s a continuous process. So, now that you know what branding and marketing are all about, it’s time we get to the root of this issue. Which one is more important? Here’s the thing, you can’t effectively market without branding. It just doesn’t work that way. Branding is the act of applying your…

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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? On what shelf would you be stacked? Would you be at eye-level? Knee level? Are you on the top shelf where only those in the know will be able to find you? What does your packaging look like? Is it cohesive and high quality, or is it plain, bland, and made from cheap materials? What alternative products stand next to you, above you and below you? What sort of person is walking up the aisle…

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How do you know if you have a marketing problem or a business problem? 2

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 you? I mean, how do you know if you have a business problem or a marketing problem? If you’re already investing in marketing but not seeing an improvement in sales figures, you might have a problem within the business. A business problem can’t be fixed with more marketing. If your message isn’t connecting with the intended audience, saying it louder isn’t going to help. Changing tactics or ramping up your marketing without reviewing the underlying…

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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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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 mine, that I’ve known for many years, and how a bad SEO practice/implementation pretty much screwed up an entire website project for her. We’ll call her Angela. Angela built a site for a local business with a designer who designs beautiful sites at a very low price. He designs pretty mockups and sends them off to his team in India and they build it as is. What’s wrong with that?  Potentially, a lot. In this…

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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 around the world. Communicating what you do and why it matters to prospects, in a way that matters to them, should be simple.  So why is it difficult to actually do? It seems so clear when we say it. We get it. We think everyone should get it, but often our message isn’t being heard the way we intend by our audience. We can blame it on miscommunication, or timing, or maybe even the marketing…

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Stop throwing good money away on random acts of marketing 5

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 it’s watered-down to appeal to everyone, that awareness you paid for, is wasted. If you’re not seeing a good return on your marketing efforts, you need to ask yourself why. Are you finding your company is: Having a hard time standing out? Struggling to get traction against your competitors? Competing on price more and more? Being seen as just another vendor by new prospects? Getting bypassed for new companies that don’t know their stuff like…

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The Difference Between Marketing and Branding 7

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 you confuse the two? Well, that’s easy to say when you’ve spent the best part of the last 25 years devoting your work life to crafting amazing brand experiences for the A/E/C sector. Taking a step back, I realized this is a pretty common problem – a lot of people don’t know the difference between branding and marketing! So, without further ado – I’m here to explain the difference between the two and why it’s…

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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. You staffed it. You grew it. You love your baby. You love what you do. Do other people care? Probably not. Everyone has at least one of those friends on Facebook/Instagram that just share photos of their babies. Every. Single. Update. is a picture of their kid doing something mundane. Oh look! Billy learned how to go potty today. Wow! REALLY. Does anyone other than the kid’s parents actually care? No. Friends and family might…

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