Category Archives: brand development

Improving Company Culture: Making the Rounds Has a Positive Impact on Culture

A blueprint for rounding Believe it or not, culture has a huge impact on a company’s ability to deliver its brand promise to the marketplace. It takes the entire team to care about the company’s mission, and caring starts with top leaders showing genuine concern for employees. One small but smart step to improving culture … Continue reading Improving Company Culture: Making the Rounds Has a Positive Impact on Culture

Lessons B2C and B2B Companies Can Learn from Smart Brands

In February of this year, I met with 35 brand certified peers. During our time together, we shared some of our favorite brands and talked about why those brands stood out to us. My favorite brand was Disney because of its family-oriented focus. It’s about making people happy: its stories have happy endings and its … Continue reading Lessons B2C and B2B Companies Can Learn from Smart Brands

10 Tips for an Effective Marketing Booth

You signed up to have a marketing booth at a trade show, networking event or festival to shake up your marketing mix. Now what? What can you do to generate new business leads or meet potential new talent? You have to be strategic, plan ahead and bring your marketing A-game! Here are ten booth display … Continue reading 10 Tips for an Effective Marketing Booth

Taking Control of the Customer Experience

  Did you know that 80 percent of companies say they deliver great service, but only 8 percent of their customers agree? Whoa! That is a big gap. Customer service and customer experience should be the No. 1 thing on CEOs’ minds. Eighty-nine percent of marketers believe that they will be competing on customer experience … Continue reading Taking Control of the Customer Experience

Brand Heroes That Dominate – Creating a Brand That is Memorable

Every company dreams of making a difference in the lives of its customers. An unforgettable company inspires, motivates and connects with its customers. These companies are the brand heroes that dominate the market.   While it takes time to develop an unforgettable brand, these strategies will help you start the process of transforming your company … Continue reading Brand Heroes That Dominate – Creating a Brand That is Memorable

Engaging employees to live the brand

The Chief Marketing Officers Council and Executive Networks Inc. collaborated in 2015 to produce a report titled, “Making the Workplace a Brand-Defining Space.” The report explored ways in which marketing and human resource leaders could engage employees to bring a company’s values, ethics, commitments and qualities to life within the organization. What I loved about … Continue reading Engaging employees to live the brand

Six Ways to Lead with Strategy

    Strategy is a game changer. It is what separates the players from the industry leaders. If you want to change the game and take the lead, here are six important keys to success. Competitive Strategy Centers on Brand  It is the unique differentiation your business offers to the marketplace. Brand is a statement … Continue reading Six Ways to Lead with Strategy

Build Your Brand Workshop® comes to Columbus

  COLUMBUS, OH, [Nov. 13, 2015] – Business owners who want to uncover their company’s brand and discover the secrets to developing their competitive advantage can gain that advantage in the Build Your Brand Workshop® sessions taught by Kelly Borth, the only Certified Brand Strategist in central Ohio. The next Build Your Brand Workshop® will … Continue reading Build Your Brand Workshop® comes to Columbus

Brand Value Pyramid: Visualize where your brand stands

The Brand Value Pyramid is a tool for CEOs to visualize company brand value. It illustrates some of the most common brand assets. To assess your company’s brand value, start at the bottom of the pyramid and continue upward, going from lowest to highest value. Brand features/attributes Most brands offer a suitable price point. Price … Continue reading Brand Value Pyramid: Visualize where your brand stands