I was leaving an evening networking event when I glanced at my phone and noticed that Gummi had called me. Since he rarely calls me in the evening unless it’s something important, I called him back. He greeted me with these words:
Gummi: “You had your vison wrong.”Read more
You may have heard of it: the USP or unique selling proposition. Supposedly it is that one thing that distinguishes you or your company from the competition. It’s that one thing that makes you unique. It’s a bit like a unicorn - a myth.Read more
One of the questions I frequently encounter from small business owners is: How do I know if something is a core value or a company belief system?
There are 2 questions that differentiate values and company belief systems:Read more
When you start a business, you come into it with your own vision and values of what the company stands for.Read more
Ok, I’ve created my brand identity, now what?
This is a question that I am frequently confronted with by people who have documented their brand. They understand the importance of becoming clear on ‘who’ their company is, but they don’t know what to do with it when they are done.Read more
Before I specialized in internal branding and strategy, I worked as Assistant Controller. One of the most important things I did in that role was to dissect the mission statement. The organization that I worked for provided services to developmentally disabled adults and children in foster care. Working in the accounting department, my staff and I rarely came into contact with either group.Read more