When it comes to branding – research should come first

February 27, 2019 | MindFire Team

Use insights from research to drive strategy and recommendations. It takes the guesswork out of your decisions and provides you with the information you need to fine-tune your message and figure out how to truly connect with your audience. At no point is that research phase more important than when you’re building or refining your brand.

Find your brand voice in 3 steps

January 16, 2018 | Caroline Schweitzer

Close your eyes and imagine your brand’s voice. What do you hear? If you’re not sure what you hear you should spend some time tending to the vocal box of your company’s voice.

How does your brand feel – a deep dive

December 13, 2017 | MindFire Team

Do you still hear the phrase “print is dead?” Pair that with the struggles in the newspaper industry and the dramatic rise of online advertising and we are likely to believe it. However, print is still a very relevant medium for your brand – and your brain – and there is scientific evidence to support it.

So you think you need a new website…

October 30, 2017 | Caroline Schweitzer

While the chances are good that your website needs a fresh redesign (what? No one uses Flash anymore?), it could also indicate that your company’s overall branding and marketing efforts could use some attention, too.

Should you be branding, marketing or advertising?

June 6, 2017 | Lynn Manternach, Ph.D.

The differences between branding, marketing and advertising can be confusing. The terms are increasingly used interchangeably, which only adds to the confusion. All three are important, but for different reasons. So what is the difference between branding, marketing and advertising?

It’s a matter of trust

April 18, 2017 | Lynn Manternach, Ph.D.

When a consumer buys a brand, it’s an act of trust. When you consistently deliver on your brand promise, you complete the circle of trust. It’s really that simple. If you don’t deliver on your promise, your customer won’t feel confident with your brand, and they won’t be a customer much longer.