#return to all articles


Building a brand is about creating an experience for customers.

Branding is something companies invest tremendous resources to build – yet it is best conveyed by what people think and how people feel about your organization. Read these articles to learn more about what a brand is and how you can develop a brand that makes a powerful impression on your customers.

Create Consistent
Image and Identity

target arrow image for seo

One key way to build brand equity is to create a set of design “rules” that tie together the look and feel of all your marketing materials. These rules are often referred to as “brand standards.” Ideally, brand standards do […]

Product and
Brand Failures:

reasons for a marketing kit

Product and brand failures occur on an ongoing basis to varying degrees within most product-based organizations. This is the negative aspect of the development and marketing process. […]

Brand Aid:
The Basics of Branding

Branding is one of the most important aspects of any business, large or small, retail or business to business. An effective brand strategy gives you a major edge in increasingly competitive markets. […]

Companies Need a Social Marketing System

By Varju Luceno of Global Office Partners One-way, top-down communication does not work as well as in former days. Today, companies must create conversations with customers and deliver useful content at the moment their prospects, clients or constituents need it. Many firms will need to reinvent their marketing year-to-year. Marketers can’t push […]

Social Media
Marketing Tips

By Erin Jacobs Director of Marketing, VerticalResponse I attended a presentation last week by Clara Shih from Clara just released her new book, called The Facebook Era, about how businesses are networking, marketing and selling more stuff through social networking applications. We do a fair amount of social media marketing here at VerticalResponse and […]

Creating Powerful Promotional Material

Cidnee Stephen of Strategies for Success Nothing saddens me more when I’m out at an event or opening my mail than seeing BRUTAL (that’s right, BRUTAL) promotional material. Let me describe it. First, like something out of a horror movie, I find myself staring at a home made business card or worse, the […]

What is Social
Media Marketing?

Cidnee Stephen of Strategies for Success The key with social media is a bit like your holidays vs. work days. A nice balance can make a world of difference. Too much will keep you hiding behind a computer and too little – well chances are you won’t know what you are missing out […]

Five Critical Mistakes
in Creating Your Logo

Jonathan Munk From the moment we wake in the morning, until our heads hit the pillow at night, we are surrounded by logos. They are on the products we use, the clothes we wear, and the cars we drive. Even the communities we live in feature logos on street […]

Should I Update
My Company Logo?

Logoworks Chad Miller followed his dream when he decided to open a photography studio in Clearfield, Utah. He started his business with just the bare necessities to get his company off the ground and keep it running. A company logo and “brand” were low on his list of priorities, but Miller knew he needed […]

Getting ready to create a marketing plan?

Get practical ideas and good models with dozens
of examples of successful marketing plans