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A logo is one of the most recognizable elements of a brand and generally has prominent placement on a variety of channels — social media, website, business cards, letterhead, merchandise packaging, etc. We like to think of a brand’s logo like a profile picture on social media or a dating app.

C’mon, you know it’s true. Anyone that’s used a dating app before knows that profile picture plays a huge part in how you perceive that individual and what kind of impression that you’re left with. …


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Oftentimes, I feel a presenter would be better off completely ditching the slide deck and just telling me the story. Bad presentation design (…and presentation delivery…) can be such a distraction — anyone else feel the same way?

Great storytelling is essential for any brand, new or mature. Stories have been around since the beginning of time, and while a lot has changed in our world, the method of storytelling really hasn’t. At the core of human nature is our desire to tell and listen to stories — it’s how we learn, grow and advance.

Brandon Sanderson, an American fantasy…


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Social media relies heavily on visual content like photos and videos, yet the captions you use can be just as, if not more, important. The social media copy you craft helps to relay your brand’s voice and provide a human element to your content. The combination of visual and written elements is a powerful branding tool.

In this post, we’ll use several different terms, so it’s helpful to define them upfront:

  • Copywriting: the act or occupation of writing text for the purpose of advertising or other forms of marketing.
  • Copy: the product of copywriting, written content that aims to increase…


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Who remembers those disposable cameras? You know the ones I’m talking about — if you ever used one, you can probably still hear the click-click-clicking of the thumbwheel as you hastily advanced the film for your next capture.

I remember bringing those cameras to church camp every summer, rushing to the closest Eckerds once I got home, and then painstakingly waiting the advertised one-hour to have my photos developed and printed.

It’s crazy to think that you had no idea what your pictures would look like until the film was developed. …


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Leads can come into your customer relationship management (CRM) software a variety of ways — inbound marketing, social media, organic search, networking events, cold calling, advertising, etc. Oftentimes, when it comes to who owns lead generation, it’s marketing vs. sales. The reality is that both parties play a role, and both are responsible and integral to the demand generation and lead generation processes.

In its simplest form, a lead is contact information, and in some cases, demographic information of an interested party.


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Ad copy, sell copy, web copy, marketing collateral, internal communications, etc., copywriting is an often-overlooked element of your brand’s identity. Yet, writing is fundamental to great branding. Finding and honing your voice adds authenticity and uniqueness to your brand. Far beyond the run-of-the-mill press release boilerplate, successful copywriting is fundamental to your brand’s voice and ensures consistency in the way you communicate with your audience.

According to Express Writers, copywriting is the art and science of strategically crafting and publishing targeted, reader-focused words (copy) that get people to take some form of action.

SEO, social media, and creative design are…


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Beth Comstock, former CMO & Vice Chair of GE, said, “Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.” She’s right. Effective marketing is difficult.

For the consumer, content is produced every day, and information is instantaneously accessible. In fact, 35% of product searches start on Google and the volume of Google searches grows by roughly 10% every year. We’re constantly bombarded with brand messages, so creative marketers must discover a way to stand out among all the digital noise.

Marketing departments can appear busy with lots of activity, but effective marketing is…


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Whether you realize it or not, color is a fundamental aspect of our everyday lives. How we interact with and perceive our world is largely based on the colors that surround us. Color subliminally influences our emotions and our state of mind. If the weather is cloudy and gray for a few consecutive days, we can start to feel gloomy. Numerous studies have shown the correlation between the weather and our moods, and many of the effects of weather are based on the presence or absence of the sun or light.

We perceive colors in light waves. Mixing light (or…


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From brand ambassadors to buyer personas, brand dilution to vector files, it can feel like you need to learn to speak a new language to speak branding. While the lexicon can be initially confusing, I try not to get too micro and lost in definitions, but instead look more to the macro of understanding what branding should strive to accomplish.

Oftentimes branding and marketing are used interchangeably; while there are some similarities, they’re different. Branding is strategic while marketing is tactical. True branding is so much more than a logo or graphic element. Great branding creates loyal customers and passionate…


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As my children have gotten older and started to play organized sports, one of the first things you teach them — regardless of the sport — are the rules. Before they can begin to understand and grow in any sport, they need to learn the guidelines and expectations. In understanding what’s allowed, they need to learn what’s not allowed.

Most people (…dads…) wouldn’t try to start building something without clearly understanding the directions first — why would you try to build and scale a brand without brand guidelines?

One of the backbones of a trustworthy and recognizable brand is consistency…

Chris Skaggs

Dad • Storyteller • Brand Builder ∙ Nonprofit Leader • Co-founder of #BODDHIbranding and #LeightonsGift • Head of Brand #TSProckstars

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