Brenda's Blog

All articles from the 'General Branding, Positioning and Marketing' Category

Five Ways to Build a Successful Coaching Brand at Little to No Cost

Here is a link to my latest article that outlines five powerful assets you already have to build a successful brand as a small business owner or solo-preneur, at low cost or no cost at all.

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Smarter Branding Without Breaking the Bank – my new online course!

Smarter Branding Without Breaking the Bank Online Course

“The definitive guide to buiding a brand on a tight budget.”

Big news!  My new online course, Smarter Branding Without Breaking the Bank, is now “live” on Udemy.com. And, for the next 48 hours, it’s on sale for 50% OFF!

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Do You Have a “Bug” In Your Branding Chain?

As you may have heard by now, Starbucks certainly found a bug in its branding chain … or rather, in its Strawberry Frappuccinos. Ground-up cochineal beetles are government-approved food coloring used by a number of brands in the food industry, so why was it a problem when Starbucks added the ingredient to its frappuccinos?

Starbucks has long branded itself as “green” and safe for vegans, so when people who eat plant-based diets caught wind of this beetle-based ingredient, their organizations went … well (forgive the pun), buggy. And understandably so. It goes back to a fundamental principle that I always talk about: consistency in branding. The minute you do something that goes against who you say you are, you have created a brand disconnect. The damage can be significant and difficult to recover from. In Starbucks’ case, if their brand stands for environmental- and green-consciousness, the last thing they want to be known for is “beetle juice.”

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How’s Your “Brand Triangle™” Doing?

You may not know what a “Brand Triangle™” is, but I guarantee you already have one. The Brand Triangle™ – a model I created – is an approach for how to think about your brand, whether you’re focused on growing a brand for a company, a product, or a service, or whether you’re building your own individual personal brand. While it may not sound quite as exciting as a “romantic triangle,” if you don’t get your Brand Triangle™ right, your brand may very well end up in the Bermuda Triangle – disappearing into thin air, never to be heard from again.

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The “Power of Three” Personal and Corporate Brand Challenge

The “Power of Three” Personal and Corporate Brand Challenge

I recently ran across a fascinating article about “The Power of Three.” The basic premise of the article is that three; is an important – almost ‘mystical’ – number for a whole host of reasons.

Here are just a few:

  • Three shows up in mythology: three fates, three muses, three graces.
  • Three is a prevalent component of fairy tales: three wishes, three little pigs, three bears.
  • Three is enough to create a series – a pattern of cause and effect.
  • There are three stages of truth: first a concept is rejected, second it is violently opposed, third it is accepted as self-evident.
  • Three is a basic structure of life: carbohydrates, protein, fat: electron, proton, neutron.
  • There are three dimensions of time: past, present, future.
  • And three forms the basic structure of stories: beginning, middle, end.

Interesting, isn’t it?

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BRENDA BENCE’S SMARTER BRANDING WITHOUT BREAKING THE BANK IS A FINALIST IN TWO USA “BEST BOOKS 2011” AWARDS CATEGORIES

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Author Brenda Bence’s latest book, Smarter Branding Without Breaking the Bank: Five Proven Marketing Strategies You Can Use Right Now to Build Your Business at Little or No Cost, has been named an Award-Winning Finalist in two separate categories of the USA “Best Books 2011” Awards: the Business/Marketing & Advertising category as well as the Business/Entrepreneurship & Small Business category.

“My aim with the book is to show SMEs and solo-preneurs that they have a variety of assets available to them right now that they can use to market their brand — regardless of the size of their budget,” Bence said.

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Do YOU™ and Your Brand Have Sticking Power?

If I started a conversation with you about the Super Bowl, I suspect you’d reply, “Huh? That was two months ago, Brenda – ancient news by now.” Indeed, one of the biggest sporting events in North America has been long forgotten and has been justifiably replaced by much bigger and more noteworthy news like what has happened in Egypt, Libya, and of course, in Japan.

So, why bring up the Super Bowl two months later? With an average of 110 million people watching every year, the American football sporting event has become the single most expensive piece of “advertising real estate” in the world – each 30-second ad costs just over $3 million to air. That’s $100,000 per second, folks!

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Has Starbucks committed a “logo no-no?”

Whether you’re a fan of Starbucks or not, the brand is a great one to study. As the first big-name coffee mark to explore the idea of offering a “rewarding experience” in addition to a great tasting cup of coffee, Starbucks has single-handedly transformed the category since it first opened its doors 40 years ago.

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I Asked . . . You Answered!

2010’s Biggest Corporate and Personal Brand Winners and Losers Survey Results

In late December, I asked our online community to vote on the Biggest Corporate and Personal Brand Winners and Losers. Which company and individual brands fared the best and which took a dive?

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WHAT’S YOUR BRAND ICON?




Most of you know I travel a lot, but September and October were filled with two personal “never-done-that-before” travel feats: I worked on four continents in the span of seven days in September and four continents in the span of 11 days in October. Yes, in those very short time frames, I was in such places as Singapore, Sydney, Bangkok, Manchester, the U.S. Midwest, and Prague, just to name a few. (By the way, I didn’t experience any jet lag during the entire journey. If you’re curious about how I do that, stay tuned! I will be releasing a new book in 2011 that shares my proven system for achieving jet-lag-free and easy travel.)

While visiting these far-flung locales, I was able to squeeze in a few moments to enjoy some of the sites they are famous for. As I gazed at the Sydney Opera House and watched the men of Manchester raise their Boddingtons Beer bottles, I was reminded that places are branded just like people, companies, and products. And that most cities and countries have iconic symbols that have come to stand for those places – like the Grand Palace in Bangkok or the Old Town in Prague.

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