Image Building · 01. October 2016

Branding is something every company should be doing. Unfortunately, most are doing it poorly because they approach branding from a marketing perspective only — rather than an enterprise-building perspective — or fail to take the different levels of branding into account. The basic levels of branding are visual impression, verbal impression, physical impression and personal experience. The visual image is what you see, such as graphics, logo, colors, etc. The verbal impression is achieved...

01. October 2013

Part I of II - In the next two columns, I am going to explore the mentalities behind how your customers or clients are shopping for your services and products and then buying them. Most people associate the idea of shopping with a consumer/retail experience, but this is short-sighted.Anyone seeking to buy is in a shopping mode before they are in a buying mode. Understanding this and the type of shopper you are dealing with can help you better convert them to buyers. 1. Window Shopper: Window...

Momentum Building · 01. June 2013

What I love about working with entrepreneurs is that they are a continuous source of inspiration, both in their successes as well as the lessons that still need to be learned. This column is inspired by the simple shifts that can make all the difference in keeping initiatives moving, helping initiatives progress more effectively and efficiently or getting initiatives moving again. 1. Make Emails Action-Specific: When communicating by email, among the mistakes I see occurring is not having a...