Your logo is not your brand

If you’ve been running a business for a while, your business has a brand reputation. Your business is a brand, whether you know it or not. People associate your business with something, either positive or negative and have a view of what they think of it. This perception of your business in the minds of…

why a strong brand is important

Why a strong brand is important

Why a strong brand is important. The more I work with businesses of all sizes, the more I realise the biggest issue with their marketing is not how they do it, or what they do, or how much they spend on it, but rather how they position their brand. Often there is no position, or…

The next best alternative.

  “We don’t really have competitors.” No, but your prospect has another alternative. That is the real question. Who is your customer’s next best alternative? Example. In South Africa there is only one retailer obsessed with premium quality food: Woolworths. You could argue they have no competition, especially the “Woollies” Food up the road from…

How do you position your business brand?

  How do you position your business brand in the market? Do you even actively try to? The first job that your marketing department must do is not to generate sales, but to give a clear  indication of what makes your business special. This is called brand positioning, arguably the most important part of marketing.…

consulting company website image

The role of the consulting company website

These days every business has a website, but not every business knows why it has one. A website is like everything else in your company, it should add value, especially a consulting company website. In our work with consulting companies we find that many of these so called “professional services firms”, such as engineering firms,…

How to build a world class brand

  A business owner recently asked me to help him build a world class brand. But how do you do this? Building a brand is different from making a sale. It’s fairly easy to develop a marketing campaign that drives sales: you just tell everyone you are on promotion. Suddenly sales spike! But a brand…

Marketing is for brands, not products…

Here’s an interesting thought I had recently: you don’t market a product, but rather a brand. Many business owners don’t understand this. Granted, this should not be news to someone like myself who claims to be a marketing professional, but it is a truism that is easy to forget amid the daily pressures of business……

Where is your competitor?

Many business owners do not like the idea that they have competitors. They are quick to suggest that what they offer is unique and don’t really have opposition. This approach ignores a law of commerce: if you have customers, you also have competitors. It’s like “what goes up, must come down”. It’s how things are,…

You can’t manufacture a brand

You can manufacture a product, but not a brand. A brand is something you create. I often get enquiries from business owners who have a history of manufacturing stuff wanting their own brand. They are tired of seeing others slapping a logo onto their product and making the real money. It is the obvious thing…

Don’t be different. Be special!

I’ve been thinking about this idea of work as art. That what your business sells can be truly special. Note, special does not mean visibly different, or cheaper or better. To me “special” means that you have put something of yourself into the business. That your time and effort have gone into it and that you believe…