Brand As Persona

One key marketing action is the positioning a brand in a marketplace. Identifying the market segment or segments a product fits into. One very popular way of doing this for consumer products is by demographics, or for business products by company size and turnover. Brand positioning is more than this. It is a meeting of minds and hearts. Consumer Personality Factors To unleash the true power of a brand it is also necessary to consider the personality characteristics of the people who are going to buy it. The aim of…

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How to Separate Personal and Business Expenses

Mixing personal and business finances is one of the most common mistakes I see with small businesses. The mess it cost can be catastrophic at tax time, or even when your company goes to apply for a loan of sorts. This may be you and you are not sure how to make things work out correctly or even how to take a step in the right direction. Here are a few tips to help you get started. Create a Business Checking Account This should be your first step when starting…

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Three Ways to Engage Your Customers

There are many ways that marketers reach out to customers, among these are the timeless methods, and those that come and go with the rise of new technologies. For example, good customer service most often involves personal interaction with knowledgeable people who assist the purchase journey. However, another traditional but perhaps winding-down method includes print advertising. Printed signs have lost ground this decade to newer methods, including cloud-based technology that makes use of digital signage, which instantly publishes over an IT network all kinds of eye-catching media directly to LCD…

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The Three Fundamentals of Effective Communications

There are countless tools for communicating with clients, prospects, partners, and employees. Choosing the right one is important, but good communication doesn’t start there. Before you begin any project, take a step back and make sure you are following these three fundamentals of effective communications. You will achieve much better results on the backend if you invest the time up front. Define your objective If you don’t know the purpose of your piece of communication, then why are you creating it in the first place? Sometimes we’re so eager to…

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Are You Leading Your Business With a Limp?

Do you find yourself leading your business with a limp? Let me explain further… For many women business owners, one of the biggest challenges in their business is learning to delegate. Perhaps it’s one of yours as well. They find it difficult to determine which tasks and projects should be delegated and who should take them. It’s stressful and frightening for them. I’ve been there and understand. Fortunately and happily, when they give up some control (typically the day-to-day operations of the business), they’re able to truly step up to…

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