Posts Categorized:

Marketing and Branding

Choose your favorite writer

Adrian
Greg
guestblogger
Jason
Jennifer

02/25/2013

Dolly Parton, Brand Genius

Maybe you don’t personally know Dolly Parton, but you do know of her, right? I believe almost everyone in the world does. She is a living definition of a brand. Seth Godin defined a brand, and I believe Dolly Parton fits his definition exactly. He said:

-a brand involves a set of expectations, memories and stories. There are definitely certain things you expect when you are talking about Dolly Parton (some I would blush to mention in this blog post), as well as the memories of her songs and the stories you’ve heard about her.
-you will pay a premium for the brand. You will pay a premium to see and hear Dolly’s music live.
-you will choose a brand over something else. Obviously, Dolly Parton is not for everyone, but you have to admit that she has a cult following.

Category:: Marketing and Branding
Comments:: 2

02/18/2013

The Beauty of Serving a Niche

The idea of serving a niche is so counterintuitive. By choosing to focus on one segment of a market, you are saying no to others. This idea came up a few years ago in a conversation between Jason and me. (I remember where I was standing.) It scared me. Money was tight, and he was suggesting we focus ONLY on serving people in creative professions (web design and development mostly). At that point, we had only a handful of customers in that field, but they were Jason’s favorites and he wanted to serve more of them. But what about the construction companies, lawyers, dentists, veterinarians, and manufacturing customers we had at the time?

Category:: Marketing and Branding
Comments:: 9

01/28/2013

7 Investment Behaviors from Invested Customers

Good customers demonstrate certain behaviors as they work with your company. I’ll list some of the behaviors of our great customers. I call them Investment Behaviors because they demonstrate behaviors from customers who are invested in your firm.

1. Invested customers tell you how you can improve, with a caveat that they still love you. This is common. We ask our customers to pay us to deliver super value to them. I think we pull that off… most of the time. And when we don’t, our customers typically let us know: “Hey, you guys know I love you and that you are awesome, but you need to step it up here.” We improve because they tell us specifically how to improve.

Category:: CPA firm, Marketing and Branding
Comments:: 3

11/13/2012

Thriveal’s Spiffy New Logo

You may have noticed that Thriveal has started to use a new logo in some places. Normally, we would have waited to show everyone the logo when the new website launches, but when our community gathered last month for Deeper Weekend, we just couldn’t wait. What you may not know from looking at the logo though, is that there is quite a lot of symbolism happening in the design.