Brand Thinking



Five Questions to Answer About Your Brand in 2020

Going into 2020, Six-Point Creative CEO Meghan Lynch offered five brand strategy and marketing questions entrepreneurs and business leaders should consider that include exploring intangible values, disconnects in company culture, exploring target customers, and setting guardrails and standards around your brand.

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Your Customers Can’t Read Your Mind

Pivoting your company or making significant changes to your brand strategy or your offerings? Craft a communications strategy at the same time you create your change strategy. Change initiatives are only effective when communicated effectively to your customers. In this article, Six-Point Creative outlines its communication strategy tips for leaders preparing to execute a change initiative. If you can make a communication plan and stick to it, you can avoid spending company resources to salvage lost customer relationships or repair a damaged company reputation.

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Don’t Use Organic Growth as an Excuse Not to Build a Strong Brand

Even companies experiencing explosive organic growth must invest in developing a brand strategy. Inevitably, organic growth will slow. If long-term profitability and equity are important to your company’s goals, do not treat branding and marketing as an afterthought. The right balance of branding and marketing activity will build equity in your brand, decrease customer price sensitivity, and increase company profitability while building a strong base of brand loyal repeat customers. With a focused brand strategy in place, your company can continue on its trajectory of exponential growth without hitting a plateau.

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Market Research: Big Returns on a Little Sweat Equity

One of the alarming statements Six-Point often hears from small-to-mid-sized companies — even the ones seeking aggressive growth — is that market research isn’t something they do. High-potential brands don’t achieve their potential unless they make informed decisions about their future. Making assumptions about the customer or the opportunity simply isn’t good enough. Your company can and should be doing market research right now, and it requires no formal budget. Six-Point creative strategist Tyler Leahy explains where to start.

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Business Operations: Building a Disruptive Brand, Part 6

Brands that rise to the top of their industry are the ones capable of operationalizing disruption. In the final installment of this six part series, creative strategist Tyler Leahy suggests healthy habits that hopeful disruptive brands should bake into the way they do business — spanning company culture, to goal-setting, to customer feedback, to operational analysis. These healthy habits require the entire company to operate with an entrepreneurial mentality. Becoming a disruptive brand requires a day-in, day-out commitment to innovation!

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Strategic Moves: Building a Disruptive Brand, Part 5

There are right and wrong ways to bring new ideas to market. Disruptive brands make substantial adjustments when they’re needed, but they do so carefully and strategically to minimize risk. Never bring a product to market without testing it in a familiar market, or without the confidence that product quality and consistency will not be an issue. In part five of this six part series, creative strategist Tyler Leahy explains how to bring your well-informed brand adjustments to market with strong returns.

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