Optimize My Brand

Strategy, tactics, ideas and tips from Creative Company.

Are company logos worth the investment?

Are company logos worth the investment?

Company logos take time to create … are they worth it?  Yes they are. You already know the logo is not the brand, right? Then how important is a good logo design to building a strong company brand? Very. We view company logos as the thumbprints of each company... read more
Business names … keep the old or create newly?

Business names … keep the old or create newly?

What’s in a business name? Plenty! As a company grows and evolves, business conditions change and target markets shift, new business names may be considered. It might be time to refocus, to abandon out-of-date language, or to simplify and streamline. You’ve probably noticed changes in business names … whether... read more
Essential marketing questions: No. 5 of 5

Essential marketing questions: No. 5 of 5

Your target audience has plenty of options when they’re deciding to buy or not. This series of essential marketing questions will help you focus your marketing for today’s environment, today’s target audiences, and how they choose. We’re not addressing marketing process. Or technology options. Or even flow and sequence... read more
Essential marketing questions: No. 4 of 5

Essential marketing questions: No. 4 of 5

Brand management ensures your audiences “get” the brand, no matter where they connect. The fourth essential marketing question will guide brand management … 4. Can they easily see “what’s in it for me?” Question four follows these three essential marketing questions: 1. If someone is looking for what you... read more
Essential marketing questions: No. 2 of 5

Essential marketing questions: No. 2 of 5

Five essential marketing questions to transform your marketing results. We started with #1–If someone is looking for what you offer, where are they looking? We continue with #2 …  Have you created memorable branding? Do you stand out? Instead of being one of many, indistinguishable in a school of... read more
Keep the power of print in your marketing

Keep the power of print in your marketing

Print is not dead, it’s alive and well. Joe Pulizzi, founder at Content Marketing Institute, offered his opinion in a LinkedIn post: “While I would not want to be in the broad-based, horizontal print game (ala USA Today), highly niche, highly targeted publications are flourishing as a marketing tool.” Here’s... read more
Post-recession marketing success, are you ready?

Post-recession marketing success, are you ready?

What’s the new normal? Is your post-recession marketing ready to ramp up? My friends at Kennedy Global make three excellent points for your organization and your marketing program (slightly edited below) … we offer our own post-recession marketing and branding insights, too. (Thanks Alice and Kurt for a great... read more