Four Steps to Building Your Brand

A brand is a promise you make to your clients. It’s a claim of distinction, a quintessential uniqueness for your agency or product. Branding results from a process of truth and self-realizations about your agency and that begins with four key components:


Once the discovery is completed, the agency uses these facts and insights gained to bring forth a…


The brand essence is a short statement about your agency and what makes it interesting and unique. It’s like the theme statement you used to write in college for your term papers – everything one needs to know in one paragraph. Out of this brand essence comes a…


This is your rallying cry. It’s a defining phrase that you can place beside your agency’s name. It’s the key to being interesting. With brand statement in mind, your agency should then concentrate on its…


Right: This is the last step in the branding sequence. Start here, and you’re starting wrong.

Four Ways to Stand Out

  1. Adopt not just a brand, but also a distinct point of view.
  2. It’s all about content.
  3. Lose the PowerPoint and get real.
  4. Maximize the first meeting.

Understand your brand better, check out our CEA program.

Successful Direct Mail Campaigns


The accountant leans over towards me from the other side of his desk with a proud grin.

“It’s remarkable how, when you understand the numbers, they tell a story. Most people, if they’ve never done a direct mail campaign, will do it wrong.”

It takes an analytical mind to fully appreciate the power of numbers in a direct mail campaign. The constant barrage of facebook updates, tweets and status notifications is inundating and can certainly out-shout a letter in the mail. Or can it?

Direct mail has been around for a long time. There are no ad blockers, spam filters or other barriers to the recipient. It’s almost guaranteed a view and if done right, will help someone solve a particular problem.

“They key is in finding relevancy to your audience,” said Bill Conner, the accountant.
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