We have all heard it before.  Branding is more than just words and images – it’s about an experience.   Every interaction that a customer has with the brand factors in to their overall opinion of the brand.  Therefore, branding is not just about what you say – it’s about what you do.  More importantly, the most successful brands have figured out that linking what you say with you what you do is key to driving brand value.  Just think about the experience of walking into an Apple store and you know exactly what I mean.

Therefore it’s not surprising that a … read more

The irony of being a brander is that we like to brand things so much that we often come with new names and definitions for enduring concepts that essentially mean the same thing.   Brand terminology has gotten so out of hand that there are numerous brand dictionaries and glossaries being produced every day to help keep everything straight!   And they all need to have a catchy brand name.   I have not looked recently but I would not be surprised if there is a “Brandopedia” or “Brandossary” in the … read more

I recently had the opportunity to watch a new reality show on CBS called “Undercover Boss”.  For those that missed the premiere of this CBS reality show, the premise is that CEO’s and chief executives of large corporations “leave the comfort of their corner office for an undercover mission to examine the inner workings of their company.” The first episode highlighted the President and C.O.O. of Waste Management out in the trenches working the garbage shifts alongside his employees.    Admittedly, the show … read more

Not to be confused with a parent brand* or grandparent**, a “brand parent” describes the emotional role that brand consultants have with their clients. As organizational branders, we are responsible for digging deep into an organization and finding the heart and soul of what makes the company special and unique.  We humanize the organization by attaching a personality, a tone of voice, a set of values and then help guide it on its way to achieve great things.  Through this intimate process, we develop a very special place in our hearts for the brand … read more

Image courtesy of eharborinc.com

What is an Employer Brand?    How is it different than a Consumer Brand?

This topic has caused a lot of debate and discussion in the branding world.  I recently attended a webinar called “Branding for Talent” through the Human Capital Institute.  The webinar discussed brand strategies for organizations to adopt as they look to attract new talent and especially attract the new generation of job seekers.   The majority of strategies that were presented were very informative, but … read more