Behind the Brand

Markets and customer bases are growing, but this hasn't dehumanised business. If anything, it's made the importance of telling your story and standing out from the crowd that much more important. Here's how you can use a story to sell your brand.

It's the people behind the logo who make the brand truly memorable.

Quit sabotaging your personal brand with these embarrassing blunders.

Customers stick with companies they like and remember for the long haul. Ask yourself, "What does my brand represent?"

You will never sell yourself more persuasively than your enthused customers can.

See the fascinating history of holiday marketing campaigns and get inspired to craft your own memorable retail messaging this year.

Adroit use of social media is essential for highlighting your industry knowledge.

How political campaigns find and energize volunteers is a model for finding brand evangelists from among your best customers.

Your logo isn't your brand, and attention-grabbing tactics actually will turn consumers away.

Marketing is a spectator sport, which makes it easy to learn from the political arena.

I'm going to let you in on an insider secret. Brand building is actually a misnomer.

Integrity, reputation, trust and relationships are the components of the emotional side of branding.

Are there real people with real feelings behind your marketing campaign? Then show it!

Brands that achieve long-term success have a vision and culture of accountability that begins at the top.

With proper strategy, clarity, market understanding and action planning, you can increase your chances of success.

People connect more easily with brands that make their story a central part of the customer experience.

Nurturing a business requires a tolerance for uncertainty and an endless willingness to adapt to circumstances beyond your control.

Behind every standout brand are smart, assertive choices and a successful business model.

Even as Lyft grows up, it is seeking to maintain its position as the friendly, fun ridesharing brand.

The legendary Popcorn Sutton was defiant, cantankerous and might have been a brilliant branding consultant if living within the law interested him.

Long before a potential customer decides to buy from you, they are forming opinions about what you offer. Don't leave that to chance.