For effective marketing and branding to work, you must stay consistent with your exposure to your market. Hitting the market hard every few months with nothing in between will not serve as well as keeping a presence in the market on a regular, continuing basis. You don’t have to expose your company the same amount [...]

Offering written guarantees and policies that show trust in your products can help dispel consumer distrust and encourage confidence confidence in your company. Customer testimonials, references, and facilitating open communication between customers in forums, blogs, and member’s areas of your website are also great ways to overcome distrust and encourage brand confidence.

In general, the more exposure your target audience has to your sales message, the better your chances of building brand awareness become. Effective marketing comes in part from properly exposing your customer base to your name and unique selling position – the more often the better and as many ways as possible.

I was recently hired to create a custom brand for a city-wide community visioning workshop. The idea was to create a custom event brand and use effective marketing strategies to create a sense of “newness” and community buy-in and trust in the event.
I decided to write about this experience and branded events to highlight [...]