brand framing
442 posts
Worthy
The people you’re trying to reach and resonate with are filtering. From the contacts you try to add on LinkedIn, to the clients you’re hoping to attract. They are deciding who is worthy of their permission and their time.
Exactly Who Do You Serve?
It’s easier to build the right business for the right people when you know who those people are.
Disappointment And Delight
You can find an opportunity to delight, especially when you disappoint. A mistake doesn’t always have to end in disappointment.
It’s Not For You
When you’re brave enough to put a stake in the ground, you will find your right people—those people who you can help.
Make Your Customer The Hero
The best marketers give people something to believe in, not just something to buy.
Better Marketers Show And Tell
Every day, we sell ourselves in adjectives that sell us short. Leader, expert, communicator, specialist, efficient, experienced, better, faster, cheaper. We’ve forsaken the effort of showing, for the convenience of telling. There is a better way. Don’t just tell us about the features and benefits of
On Being Valued
If we want to be valued for both the skills that differentiate us and the work that brings us joy, then we must find ways to articulate that value to our customers. Better stories create value.
Stories Make Us Stronger
We build more resilient families, companies and communities when we know who we are. We get stronger together when we prioritise finding, owning and sharing our stories.
Soft Metrics
Hard data alone paint a two-dimensional picture of success. There’s nothing to stop us prioritising things we care about that can’t be reliably measured.
The Value Shift
Sally studied Film and TV at college. She wants to be a director one day. But that’s a distant goal. In the meantime, she’s decided to put the skills she learned in college to work. Sally built a website and started working for friends of friends on their promotional business videos. Sally is buildi
When Marketing Works
Marketing works best when it’s in service of the customer.
What’s Your Promise To Your Customers?
There are a thousand ways to stand out with a better story. And you get to pick one.
The Value Conversation
What’s the value conversation your customer is having?
Everything Speaks
The fundamentals don’t garner loyalty. Customers want an experience. People don’t just buy what we serve—they buy how it makes them feel.
A Word About Value
How much is an avocado worth? The answer is, it depends. It depends on the season, the stock levels, how much the customer wants it and the context in which they are buying or consuming it. Buy an avocado from the market, and it might be as little as $2.50. Mash it up, serve it…
Words And Deeds
When we moved to our neighbourhood, the independent organic grocer was a community hub. The sales staff knew locals by name. The fruit and vegetables were plentiful and fresh. And customers were offered food tastings every day. And then bit by bit things started to change. The owner opened a store i
What Can You Learn From Your Competitors?
What’s the story your competitor doesn’t want to tell?
The Power Of Brand Energy
Brand energy builds brand equity.
Without You
If I were to ask you to explain your company’s ‘value proposition’ you’d probably hesitate. But if I asked you what your customer would miss if your work didn’t exist, you’d likely have some thoughtful answers about why she needs what you make, serve or sell. Sometimes the language and frames we use
The Two Rules Of Good Marketing
The best marketing does two things: 1. It empowers people to make decisions now that they won’t regret later. 2. It helps people to do the things they want to do. If you’re helping the people you serve to do both of these things, you can proudly say you’re a good marketer. Image by Eric…
