Special Sauce

Startup Branding Agencies: What They Do and How To Pick The Best One

Do you want the secret to startup success? It’s not funding or product-market fit. Everything comes down to getting the right people on your team. Talent selection is the most underrated skill in business.  Your staff, partners, and vendors will dictate whether you end up with a learning experience (aka failure) or a full bank …

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How To Create A Brand Positioning Strategy

You can’t copy a market leader’s strategy and expect to win. Copying what the industry heavyweights are doing is a recipe for getting your ass handed to you. The secret to success as a small company is finding holes in the big players’ strategies. That’s where brand positioning comes into play.  Think of it like …

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Don’t Start With Why, Do This Instead

“People don’t buy your why, they buy what you can do for them.” I’ve never bought a product because a company told me their why. Have you? I don’t care about the company’s why. I care about my why.  Understanding that people buy things to solve problems is at the heart of owning a business …

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3 Company Rebranding Examples You Need To Study

Customers evolve, competition grows, and industries change. It’s easy to find yourself holding onto an antiquated brand that doesn’t stand for what you want or resonate with buyers. If that’s you, make a change. A successful company rebrand can ignite growth and carve out a better future for your company.  Your brand is not your …

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3 Steps To A Ridiculously Persuasive Brand Story

I work with brands daily to help them tell their story. There are a few message killers that pop up repeatedly. If you’re struggling to win buyers, I’d bet one of these issues is to blame… You’re trying to be an option for everyone.  It’s not clear how giving you money will deliver the result …

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How To Rebrand A Company

Do customers know, like, and trust your company? When they see your name or logo, do they associate it with a solution to one of their problems? If they do, that little piece of real estate you’ve claimed in the heads of buyers is what we call brand equity.  There’s a lot of value in …

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Would you buy a saw from a man with missing fingers?

I’m going to share an important lesson about exploiting a competitive advantage, but first, you need to read this true story… “Mike,” Patti said. “You’re going to cut off your fingers.” “No, it’ll be fine, Patti. You just need to know what you’re doing. There are all kinds of safety features on new saws.” Patti and …

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What Is A Brand Promise and How To Write One

Branding jargon is a curse that plagues businesses around the world. It’s hard for me to wade through the bullshit that branding firms and marketing agencies spew out to sound smart—and I’ve been in branding for 16 years.  But not all branding terminology is for posturing and show. Take the concept of a brand promise …

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