Create a list of words your brand avoids.
Create a list of words your brand avoids. Just as brands should know how they want to be understood, they should also know how they don’t want to be perceived. Create a list of words that your brand should avoid using. For instance, does your brand offer value? If so, what kind? Does it offer […]
Create a list of words your brand loves.
Create a list of words your brand loves. People love words – and so should brands. By creating a list of words your brand associates with, you can develop an effective and consistent way to talk about your brand that can be applied throughout your organization. These words can also guide your SEO efforts, marketing […]
Brand clarity is what separates leading brands and everyone else.
Brand clarity is what separates leading brands and everyone else. Our work with brands of all sizes and stages has shown one consistent fact: clarity sells.Best-in-class brands are ruthlessly clear about three things: Presence People Purpose These three factors separate the clarified from the unclarified, the brands that thrive from the brands that die. We […]
Is there a gap between how your brand is perceived and how you want it to be perceived?
Is there a gap between how your brand is perceived and how you want it to be perceived? Brand managers are often surprised to find their brand’s intended image disconnected from its perceived image. Your brand can have a clear value proposition with consistent messaging, but it won’t matter if those two things speak to […]
Know exactly what your brand promises.
Know exactly what your brand promises. Imagine you build the most lavish three-legged table in the world. You begin making it for a customer. Its base is sculpted from solid mahogany, each leg gracefully curved and carved with Baroque flourishes gilded in 24-karat gold leaf. In its deep, glossy surface you see the reflection of […]
Clarity in brand needs clarity in messaging.
Clarity in brand needs clarity in messaging. Customers are drawn to clarity—because clarity creates simplicity. When a brand is clear, it feels effortless. Messaging resonates, decisions come easily, and customers instinctively know they’re in the right place.But when a brand lacks clarity, it creates friction. Confusing messaging. Scattered positioning. The wrong audience. Instead of simplicity, […]
consider what core challenges your brand exists to solve.
consider what core challenges your brand exists to solve. The single most important aspect of brand clarity is knowing the core challenge your brand exists to solve. Clarified brands do this. They know which customers they serve and understand how to speak confidently about the value they offer. Brands that lack clarity frustrate their customers […]
Brand Shepherd Announces New Partnership with Grain Weevil to Lead Brand Strategy, Marketing, and Website Development
Brand Shepherd Announces New Partnership with Grain Weevil to Lead Brand Strategy, Marketing, and Website Development FOR IMMEDIATE RELEASE AUGUST 29, 2024 – Brand Shepherd, a leading brand strategy and creative services agency, is pleased to announce its new partnership with Grain Weevil, an innovator in agricultural robotics. As the agency of record, Brand Shepherd […]
Brand Shepherd Partners with MillerClapperton as Agency of Record for Brand Strategy and Website Creation
Brand Shepherd Partners with MillerClapperton as Agency of Record for Brand Strategy and Website Creation FOR IMMEDIATE RELEASE October 17, 2024 – Brand Shepherd is happy to announce its new partnership with MillerClapperton, a leading authority in high-performance cladding systems for architectural facades. Brand Shepherd has been selected as MillerClapperton’s Agency of Record (AOR) for […]
‘Force-Fitting’ Purpose to Brands Is No Longer Wanted
‘Force-Fitting’ Purpose to Brands Is No Longer Wanted Let’s connect some dots about the role of altruistic purpose in product branding and positioning. First, let’s hear from the new CEO of Unilever, who recently announced that they will stop ‘for fitting purpose’ into their brands: “But we will not force fit this [purpose] across the […]
