Why a purpose trumps a plan
January 27, 2012 by Barbara · Leave a Comment
Seth Godin says so much with few words:
There is nothing wrong with having a plan
Plans are great.
But missions are better. Missions survive when plans fail, and plans almost always fail.
What does it mean to have a mission? A vision? A purpose?
It’s the internal engine that keeps you moving forward, navigating the rapids of real life that upset ‘the best laid plans.’ Read more
My love-hate relationship with branding
October 20, 2011 by Barbara · Leave a Comment
As a marketer, I’m supposed to love branding, right? From my perspective, misunderstanding the term and its role in a business has caused lots of confusion.
When I began marketing professional services fifteen years ago, I heard lots of professionals using the word ‘branding’ to refer to their firms’ logos, business cards, letterhead and all their graphic identity stuff.
This annoyed me because it is only one part of branding, and by limiting their definition, they also limited their understanding of marketing and its power to help their businesses flourish. It didn’t help that we were part of a traditional industry where many had chosen their careers in order to avoid doing sales and marketing. They were—and in some cases still are—biased.
So I avoided using the word. I talk about ‘marketing messages’, ‘positioning’, and ‘strategic marketing planning’. I do ‘client research’ and ‘competitive research’ all oriented towards discovering and defining what is unique and valuable about a company’s services.
But you know what? It’s all part of branding. Even marketing planning. (It’s how the brand gets into the world.)
More recently I’ve realized that terms I was using—thinking everybody knew them—were professional jargon too. In my vigilance to clear business communications of technical jargon, I had over looked my own. Oops!
Lots has been written about corporate brands (Apple, for example) and product brands (iPod, iPhone). Here, in plain English, I offer my understanding of branding and why it is such a powerful tool for businesses of every size. Read more
LinkedIn for business-to-business marketing
May 12, 2011 by Barbara · 6 Comments
The most used social media platforms are Facebook, Twitter, and LinkedIn. Some would say that YouTube is quickly joining that trio.
I am often asked about using social media for business-to-business (b2b) marketing. “Do I have to use Facebook and Twitter?” they moan.
There are two parts to the answer.
First, when you are networking on behalf of your business, you want to go to where your prospective clients are. The same applies to social media. If your clients are on Facebook and Twitter, then go figure out how to be there in a meaningful way. Read more
12 ways to create curb appeal for your business
April 14, 2011 by Barbara · 10 Comments
What is ‘curb appeal’ anyway?
It’s whatever makes you want to leave your comfortable place on the curb and go inside and explore.
Is it relevant for businesses without brick and mortar storefronts? Yes. It’s about making your business appealing to potential clients and customers.
What creates curb appeal? Consider these 12 things you can do to make your business appealing. Read more
My year as social media explorer
March 28, 2011 by Barbara · 8 Comments
I’ve been learning about social media for more than a year now, and I keep asking other people how they are engaging with it.
My audience basically falls into two camps: professional service firms, primarily in the design and construction industry, and small and solo business people who are often active in Biznik.
My AEC colleagues mostly still watch, often maintaining personal accounts and blogs while their firms debate how to engage as a firm. In general, LinkedIn predominates, no longer seen as just for job seekers, many believe it is the best place to find and meet other professionals. Jan Flesher’s periodic blog posts about the AEC industry set a good example for using social media to offer value. Read more
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As a 25-year veteran of marketing professional services, Barbara Breckenfeld is a strategist and a storyteller. She helps helps businesses grow as a consultant, marketing coach, and seminar leader.
