Turn Employees into Brand Ambassadors

by Mike

Are you ignoring one of your most important audiences? There are many ways to determine who your ideal – or target – audience is. Knowing who your customers are is usually step two after figuring out what it is that you actually do. One of the biggest mistakes companies make,…

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A Communication Toolkit for Nonprofits

by Krysten

The Yukon is chock-full of good people. People who work full-time, have busy families, yet still have time to give back to their community by volunteering for various non-profit organizations. We can all think of at least one that has impacted us directly ­– Women’s Transition Home, Wildwise, Yukon Invasive…

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Strong brands attract (and keep) good employees

by Al

You want good employees. Not only are they a pleasure to work with, they make you more money and they save you money. Gallup meta-analysis suggests that when companies select the top 20% of the most talented candidates to fill a managerial position, they generally realize a: 10% increase in productivity,…

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Strong brands demand higher prices

by Al

I am a fly fisherman. I’ve put in my 10,000 hours of reading, learning, practicing and walking in rivers waving a stick. I know which brands of gear I consider to be best for my purpose and I routinely pay a premium price for “my” brand. I know some people…

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Aspirational vs. Actual Brand Articulation

by Mike

When I was young I remember always being asked “what do you want to be when you grow up?” My answers usually ranged from astronaut to rock star to everything in between. What I learned later is that a better question would be “who do you want to be?” We…

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Strong Brands Raise Brand Advocates

by Al

Brand advocates are highly satisfied customers. They talk well of you and your brand, product or service, and recommend you to others. In other words, they do the work for you. According to research from Zuberance and Forrester Research, 94% of consumers trust brand advocates, while only 14% of consumers trust…

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Colour Your Brand

by Krysten

Ok, pop quiz. When you see this colour, what do you think of? How about this one? Chances are that when you looked at these colours, a certain brand or company popped into your mind. That’s because those brands have taken extra care to make sure every single time their…

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Increase your reach through word of mouth

by Al

One of the significant benefits of understanding and positioning your brand is the word of mouth (WoM) it can generate. Numerous studies have concluded that consumers are more influenced by WoM in buying decisions than by all other forms of print, online or broadcast advertising. • 84% of consumers rank…

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Clarify Your Brand: The Audit

by Mike

What do you do best? What are you passionate about doing? What can you make money doing? Answering these three key questions will lay the foundation for your Hedgehog Concept. They are also a great jumping-off point for you to start taking a closer look at what your brand is,…

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