Brian Sooy's Blog, page 2
April 17, 2019
Three Common Marketing Mistakes Small Businesses Make
Do you ever wonder why people think of your business as a “best-kept secret?” Are you frustrated because you can’t seem to connect with new customers?
Think about your strategy, messaging, and marketing. When small businesses owners get busy, it’s easy to overlook the marketing and messaging practices that will help them grow their business.
Are you making these three common marketing mistakes?
1. Starting with Tactics Instead of MessagingTwo organizations asked us to help them clarify their...
January 17, 2019
Who Defines The Best a Brand Can Be?
After reading the protest and praise for the new Gillette ad that calls men to “be the best that you can be,” are you going to boycott Gillette?
If you’re a consumer, you’re a brand owner. Don’t let brand marketers define who you are or what to believe.
I hope you’re not looking for a happy-talk response here. Despite marketers having undue and over-reaching influence on culture and your worldview, you deserve better.
Who Defines The Best a Brand Can Be?At face value, the short film, called...
December 8, 2018
Branding With Purpose — A Conversation with Tobias Dahlberg
It sounds like the setup from a late-night comedy show: “Two brand consultants walked into a podcast booth...” This time, there's no joke, no punchlines... just brand truths you need to know.
...just the latest episode of the Extraordinary Podcast with Tobias Dahlberg, founder of Wonder Inc. of Finland, and Brian Sooy, founder of Aespire, from the United States.
What you'll hear in this podcast is a perspective on branding that puts your customer first.
Your brand isn't about your product or...
October 29, 2018
Why Brand Personality Matters and How You Can Measure It
If you haven't picked up on this by now or aren't aware of this truth, brand perception belongs to consumers, not brand owners. Do you measure brand sentiment or brand affinity? Typically, you’ll want to measure two dimensions: Brand characteristics and brand behavior.
As we've noted before, everybody brands when people tell themselves a story about what your brand means to them.
While it's true that great brands are built from the inside out (with values and behaviors that support those valu...
Why Brand Perception Matters and How You Can Measure It
If you haven't picked up on this by now or aren't aware of this truth, brand perception belongs to consumers, not brand owners. Do you measure brand sentiment or brand affinity? Typically, you’ll want to measure two dimensions: Brand characteristics and brand behavior.
As we've noted before, everybody brands when people tell themselves a story about what your brand means to them.
While it's true that great brands are built from the inside out (with values and behaviors that support those valu...
September 23, 2018
The Power of Donor-Centric Thinking
The world’s most innovative nonprofits are constantly getting feedback from their constituents (donors, partners and the people they are serving). They deliberately operate with donor-centric thinking driving all initiatives and activities.
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It’s impossible to monitor your effectiveness if your team isn’t consistently soliciting feedback from the people you serve – and then rethinking your services from the beneficiaries’ perspectives. For startups, this is often referred to as human-centered...
August 26, 2018
Four Qualities of a Courageous Leader
Of all the qualities that create a culture of clarity, the call to be courageous is the foundation for all the principles that guide purpose-driven leaders and organizations.
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Do you consider yourself a courageous leader? Most likely you’re operating within your comfort zone, fulfilling a specific role within your organization and community.
Hiding deep inside of you may be a reluctant leader who guides her organization and team with brave words and a veneer of confidence that hides how you re...
The Courage to Make a Difference
Of all the qualities that create a culture of clarity, the call to be courageous is the foundation for all the principles that guide purpose-driven leaders and organizations.
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Do you consider yourself a courageous leader? Most likely you’re operating within your comfort zone, fulfilling a specific role within your organization and community.
Hiding deep inside of you may be a reluctant leader who guides her organization and team with brave words and a veneer of confidence that hides how you re...
July 30, 2018
12 Principles for Purpose-Driven Brands and Culture
What values guide your organization to inspire, empower, and motivate people? Does your organization’s brand personality reflect its values and its unique voice and expression?
What principles guide your organization's behavior and give your brand its voice?
Finding clarity is a cultural imperative for brands that stand for something. Achieving clarity of purpose and vision empowers leadership and your team to simplify, clarify, and transform your cult...
12 Principles for Purpose-driven Brands and Culture
What values guide your organization to inspire, empower, and motivate people? Does your organization’s brand personality reflect its values and its unique voice and expression?
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Clarity Helps Your Brand Find its VoiceWhat principles guide your organization's behavior and give your brand its voice?
Finding clarity is a cultural imperative for brands that stand for something. Achieving clarity of purpose and vision empowers leadership and your team to simplify, clarify, and transform your cult...
