What are You Doing this Fall?

Categories // Branding

Here’s an Idea: Pumpkin Spice and How to De-clutter Your Brand

It’s beginning to get a little chilly. The leaves are transitioning to fiery hues. You’re finding pumpkin-spice everything and everywhere. I am, anyway. Seriously, did you know pumpkin spice deodorant is now available? This is a trend that has unquestionably jumped the shark.


This time of the year is usually dedicated to finishing strong in the last quarter AND planning for next year. It’s the season for harvest. You can reap what you’ve sown and take time to sort through what your work has yielded over time. Yay!


I’m proposing a new and different Fall activity that will help you with both AND strengthen your brand.


You’ve heard of Spring cleaning. Let’s talk about Fall brand harvesting. 


What is a Fall brand harvest? It’s an opportunity to take stock of your products, services and content, and get rid of anything that’s not related to your core business and brand uniqueness.


How does a business accumulate so much stuff?

Is Your Brand Special?

Categories // Branding

How to Uncover Your Uniqueness and Why You Must

When clients and I are diving into the brand co-creation process, I’ll ask them to imagine and describe their ideal brand in as much detail as possible.

I’ll ask them to describe their perfect future brand. What does it look like? What does it sound like? How does it connect with people?

More often than not, they’ll grab their laptop, feverishly type away, find something, then turn the laptop around to show me.

“This. I want my brand to look just like this. This company’s branding is so well done. I love the colors, the language they use, the style of the photos, the font, the messaging. I love everything about it. It actually makes me a bit jealous because it’s so good!”

With regret, I tell them, “Sorry, that brand is taken. You’re not going to create a copy of that.”

Sorry, that brand is taken

Most companies and business owners don’t believe they have that special something that sets them apart or makes them envy-worthy. They’re wrong. They have everything they need to make their businesses and themselves stand out. Just like no two people are alike, no two businesses are alike.

You don’t need to copy someone else.

No Need to be a copycat

What is Branding?

Categories // Branding

A Deep Dive into the Correct Definition

A few weeks ago, I met my friend and fellow business owner for lunch and brainstorming. We helped each other generate ideas to build our businesses and reach new clients in the rest of 2017. We talked about people we know who might need the other’s offerings. 

My friend looked at me, scrunched up her face and said, “I’m not sure how I could explain to people what you do because what you do is so…..”

As she searched for the word, I panicked a little. Her face didn’t make it seem as though the word would be positive.

“It’s so nebulous,” she said with a smile, satisfied with her word choice.

While I’m not a theoretical mathematician -- work I’d consider “nebulous” -- I agreed with her. I’m a branding expert and I think the word, “brand,” and the concept of branding, are confusing.

This gave me the idea to make branding less nebulous. Less confusing. In this and some upcoming posts, I’ll provide an overview and detailed breakdown of branding and the branding process because I believe both are critical concepts every business must master. After all, this is precisely how great brands distinguish themselves from all others.

When Should Start-ups Think About Branding? Sooner or Later?

Categories // Branding

It’s a chicken-and-egg question, isn’t it?

When should start-ups think about branding? Sooner or later?

Let’s take a short journey to find the answer, shall we?

When a company first starts out, it might have brand touch points like these:

  • A logo.
  • Some business cards.
  • A company name.

A start-up usually has some basic elements associated with branding but it doesn’t have what I would call a “cohesive brand.”

Branding is more than a few basic touch points

It’s highly likely that start-ups haven’t done any deep thinking and planning about what their brand means. They’ve probably been more focused on the business model and the products and services they sell. 

Brand Building Blocks 214