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Written by Lara Kisielewska

The word “branding” means different things to different people. In fact, it is probably one of the most misunderstood pieces of jargon among small businesses that don’t employ their own marketing experts.

Many people assume that a brand means a logo, and a logo is definitely the most immediately visible part of a brand. But a brand is also composed of other visual aspects, like your fonts and colors, and maybe a set of icons. It is also your messaging, as conveyed in your marketing collateral such as your website and brochure, as well as in how you express yourself verbally via your elevator pitch. And most importantly, a brand is also the way your business makes people think and feel.

You expect to feel a certain way when you open the door to a Starbucks, and you expect to feel a completely different way when you enter a Dunkin’ Donuts for your morning cuppa joe. The experience of buying that coffee is a part of that chain’s brand that has nothing to do with its logo. Instead, it’s part of that company’s brand experience.

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How an Online Store Can Benefit Your Nonprofit

Written by Fred Taffer

As a promotional marketer, I’m often asked by nonprofits what they can do to increase their visibility and attract more donors. There are many ways to answer those questions, but it’s important to first consider current trends and issues as we take on 2022.

It’s no surprise that since 2020, the way we do pretty much everything has shifted. We have streamlined our lives to accommodate the need for things to be quicker and easier. This applies not only to our personal lives but to our businesses as well. Nonprofits must also streamline things to survive and thrive in this new era.

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A New Website – Leveraging Your Company's Strengths

Written by John Rod

When starting the task of developing a new website for your company’s brand, how do you best leverage your strengths. Every company is unique and so should every website be equally unique in telling the story of your brand. What techniques are most important for successful leveraging your company’s strengths?

When creating your website brand, many things should be taken into consideration. Priorities should aimed at search engine ranking in your area, creating web pages that are sticky, formulating unique content for keywords, or “calls-to-action” connecting potential customers with the sales team. Creating content also means professional photography and professional video which engages the audience.

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