Welcome to MB’s Friday Brief, where we compile some of the “must-read” articles and awesome marketing tools for your small-to-medium sized business. Send us your personal must-read articles; we’re always looking to share great resources.
If your workplace is anything like Marketing Breakthroughs, you’re probably surprised it’s already Friday again. This week, we’ve been really inspired by some outstanding branding projects that have been coming through the shop. Whether you’re an established brand looking for inspiration, or you’re interested in building your brand equity, these branding resources are all about getting your branding projects on the right foot.
Jump right into your branding-related content projects with this list of nine rules. Are you a marketer tasked with brand building for your company? This article is for you. Clear the haze about how to build the “right” kind of content with this helpful roadmap to your branding communication strategy.
What’s in a name? When your brand name is a a near globally recognized industry leader, like Apple or Amazon, that name is a multi-million dollar asset. Are you curious about the “origin story” of some of the biggest brand names that you’ve never thought to question? Check this article out.
Our Web Content + Project Manager, Shawn Anctil’s go-to recommendation for anyone looking to overhaul their understanding of branding is David A. Aaker’s Brand Relevance: Making Competitors Irrelevant. “I love this book. It approaches branding from a highly technical point of view, encouraging companies to innovate in an intelligent way. More specifically, it speaks to creating new categories for products and services that ultimately force your competitors out of the market. An example from the automobile industry is the SUV – it was somewhere between a mini-van and a sedan, and spoke to a niche market that wanted to feel like rugged suburban individualists (Ignoring that it became the suburban mom’s vehicle of choice). Although highly theoretical, the book has some good practical advice and I would recommend it to anyone who wants to reflect more broadly about marketing innovation.“
Whether you’re a designer or working with a designer, this article is a great summary of the branding design process. From our designer, Valentina, “This article gives anyone working with a branding designer a good list of reminders to brand design: Be unique and clever, understand the brand/client, consider the importance of colour, what is in a name. What’s more, the article also talks about the importance of flexibility and finding inspiration.”
This inspiring article is a must-read for any entrepreneur who is thinking about re-branding. Entrepreneur Megan Tamte was faced with the gargantuan task of overhauling the branding for her woman’s apparel company, Evereve, and rolling out the new branding across the clothing line and 48 stores. Managing change is expensive and complex, but when your company is positioned for growth, “sooner rather than later” becomes your cost-saving mantra.