by Leslie Smith | May 25, 2026 | branding
A recent experience with a company’s new product was complete disorienting. Truly, if the experience was a book, I would have been glancing at the cover more than once and turning back pages, chapters even, to figure out how I had the story so wrong. I’ll...
by Leslie Smith | Mar 16, 2026 | AI, branding, marketing
… and what it means for your brand Branding is so much more than picking the right colors or a fancy logo. Branding is about many things, including “category authority.” If you don’t define your category, the world (and the algorithms) will do it for you. The...
by Leslie Smith | Jun 4, 2024 | branding, Copywriting, tagline
Are you the first, the largest, or the only one doing what you do? Creating a winning tagline not only clarifies what you do and how you are different from others, it positions you in the marketplace and claims a space that is yours alone … or is at least...
by Leslie Smith | May 28, 2024 | audiences, branding, key marketing messages, target audience
Key branding messages and multiple audiences … don’t let this confuse you. This topic comes up quite a bit with nonprofits. They think their key branding messages are different for a funder than for their users. This is incorrect. The...
by Leslie Smith | Jul 25, 2022 | branding
I was teaching a class last week and someone asked about the importance of color in your branding. Choosing appropriate colors for your logo and all of your materials is extremely important! Color is the first impression you give to your potential clients. You...
by Leslie Smith | Mar 22, 2022 | branding
Is your brand Google? Is it AOL? If you are serious about promoting your business, you need to have some semblance of a consistent branding plan. It starts with your own domain, your website. Preferably your URL is your company name, but perhaps you...
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