Brand Community
For the majority of your company’s existence, you’ve been heads down, cranking out code. Rightly so. Because your product is solid. You’ve built a great team. Your community is steady. Your impact is growing. But your brand? Maybe not so much. You might say you’ve taken
Brand Community
Your brand is your reputation. Part of what makes you you, but not something you can directly control. You certainly own your identity and the way you express yourself through your personality: your internal strengths, stories, and values shape how you present yourself to the world. But you can'
Storytelling
Prologue Nothing connects humans like stories. For as long as humans have been communicating, stories have been our path to share, learn, and remember. Today storytelling is one of the most powerful tools we have for building brands. In our hyperconnected digital world, stories create meaning, cut through complexity, and
Positioning
Brand positioning doesn’t have to be difficult Those who spend all of their time thinking about brands and brand positioning can make the subject seem incredibly complex. Before you know it, these experts will fill you up with so much marketing jargon and so many impressive-sounding positioning principles and
Brand Community
Defining clear personas is a critical part of creating a compelling value proposition, brand strategy, or marketing strategy for your tech company. Your marketing team might already have a list of target customers they are reaching with their content—complete with names, ages, job titles, what they like or dislike,
Positioning
You may think your marketing messages are telling a clear story. The only way to know for sure is to ask your audience. You know that it's essential to base your branding decisions on a solid foundation of data. But when deadlines are tight and everyone is asking
Storytelling
Storytelling is crucial for tech brands. Look at almost any successful brand today—Amazon, Google, Airbnb, Salesforce, Red Hat. One thing they all have in common is that they are telling a consistent story about who they are and why what they do matters to us humans. We’re fascinated
Strategy
You know that a rebrand will make your job easier. Because once you clarify the brand stories and visuals that most powerfully express who you are, your marketing efforts become more cohesive. But branding projects are complex. With so many factors to keep in mind (like budget, internal skillsets, project
Brand Community
What do you think your customers or clients value most about your brand? You know it's essential to base your branding decisions on solid research. Because without data, the best you can do is make an educated guess about what your customers really think. Conducting brand research on
Positioning
Honing your brand strategy is fundamental to your business and marketing efforts. Maybe you’re suffering from one of the common symptoms of bad positioning. Or you’re working to expand your brand into new markets and reach new customers. No matter what, research that focuses on uncovering what your
Positioning
One of the core challenges you face as a marketer in the tech world is creating a simple, consistent brand that sticks in the minds of customers and distinguishes you from competitors. The foundation of a memorable, differentiated brand is a strong positioning platform. Strong positioning is always based on
Company Culture
You have the power to design your career. From where you’re sitting, maybe it doesn't seem that way. Maybe you’re looking at a strict corporate hierarchy. A boss that never asks you your opinion. Or you feel like you don’t have enough experience to make