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First, what is a touchpoint? This is everywhere that your brand identity or logo appears, everything that contains your message, and every place that your target audience can come in contact with your organization. So, that’s basically everything.

For information on these strategies, check out these Razor Branding Blogs:

• 7 WAYS TO IMPROVE YOUR BRAND IN 2020: #1 – Target Audience
• 7 Ways to Improve Your Brand in 2020: #2 Specific Message
• 7 Ways to Improve Your Brand in 2020: #3 Points of Differentiation
• 7 Ways to Improve Your Brand in 2020: #4 Touchpoints

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

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This week we are talking about Points of Differentiation. When I work with companies, this is the topic we spend a lot of time really digging into because it is so important. If you look and sound just like everyone else, and if your products appear to be just like everyone else, and if your organization is just like everyone else – then people are going to choose everyone else. If you don’t have a specific thing that makes you different and that makes you better, then why in the world would anyone choose you?

For information on these strategies, check out these Razor Branding Blogs:

• 7 WAYS TO IMPROVE YOUR BRAND IN 2020: #1 – Target Audience
• 7 Ways to Improve Your Brand in 2020: #2 Specific Message
• 7 Ways to Improve Your Brand in 2020: #3 Points of Differentiation

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

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Very few things in life are actually “one size fits all”. Someone ends up with something that’s a little too big and someone else ends up with it being a little too small. When it comes to building a brand, it’s even more extreme. Instead of just being a little too big or a little too small, if you are using a general “one size fits all” message you are guaranteeing that the message will connect with no one. That is a lot of wasted time, money, resources, and effort.

For information on these strategies, check out these Razor Branding Blogs:

• 7 WAYS TO IMPROVE YOUR BRAND IN 2020: #1 – Target Audience
• 7 Ways to Improve Your Brand in 2020: #2 Specific Message

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

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Your products and services are not for everyone. If you approach your marketing strategy with the intention of reaching ‘everyone’, then you will actually connect with ‘no one’.

For information on these strategies, check out these Razor Branding Blogs:

• 7 WAYS TO IMPROVE YOUR BRAND IN 2020: #1 – Target Audience

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Subscribe: Google Podcasts | Email | RSS | More

I had the great pleasure of being in the Superdome for the Saints game yesterday for their game against San Francisco for the top of the NFC. I was surprised to see that the Fan Impact Play was sponsored by Waitr, a food delivery service that went public at the end of 2018 and less than a year later is about to have its stock delisted for trading below $1 per share (they’ve lost almost $900M in value). So, for investors, football isn’t the only thing providing high blood pressure in the Superdome. I can’t imagine how upset their shareholders must be to sit in that dome and watch that logo go up on the big screen as their stock goes down.

For information on these strategies, check out these Razor Branding Blogs:

• Expect an ROI When You Invest in Your Brand
• 3 Steps to Build Your Big Bold Brand
• When Going Negative Goes Wrong
• University asks Louisiana high school to stop using logo
• Don’t Play Chicken With Your Brand

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

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A brand isn’t a logo.  A brand isn’t a company.  A brand isn’t a product.  A brand isn’t a tag line.

For information on these strategies, check out these Razor Branding Blogs:

• 3 Steps to Build Your Big Bold Brand
• When Going Negative Goes Wrong
• University asks Louisiana high school to stop using logo
• Don’t Play Chicken With Your Brand

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

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When you think about big, bold brands, Nike’s “Just Do It” and Apple’s “Think Different” might be the first thing to come to mind. Those tag lines/campaign slogans are big and bold – but they aren’t brands.

For information on these strategies, check out these Razor Branding Blogs:

• 3 Steps to Build Your Big Bold Brand
• When Going Negative Goes Wrong
• University asks Louisiana high school to stop using logo
• Don’t Play Chicken With Your Brand

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso

Subscribe: Google Podcasts | Email | RSS | More

A few weeks ago, Popeye’s launched a new menu item – the chicken sandwich – going head to head with Chick-fil-A.  The skirmish began with a series of tweets and escalated into a Twitter battle royale with every fast food chain jumping into the fray and doing their best to grab some of the media headlines.

For information on these strategies, check out these Razor Branding Blogs:

• Don’t Play Chicken With Your Brand
• Learn to Build Your Brand from the Experts
• How to Choose the Right Branding Agency For You
• “Stranger Things” Uses Out of Home Advertising to Build Their Brand

And for everyday branding tips follow Jaci Russo on Twitter: @jacirusso