Change is inevitable in business—whether you’re passing the torch to a new generation, entering a fresh market, scaling your operations, or welcoming new leadership. But with every transition comes a unique opportunity—a chance to evaluate and refresh your brand. At Todem, we’ve been exploring how branding can serve as a strategic guide during these pivotal moments….
Category: Branding
COFFEE TALK: When it comes to “marketing,” what is worth the money and when?
I put “marketing” in quotations because it is such a loaded word. In any case, I had coffee the other morning with Nelson Dickson and Amy Garland, and our conversation got my wheels spinning about something. As vitally important as we think the brand of every business is (and the sooner you address it, the…
Clarity, Alignment, Authenticity, and Sanity
The real ROIs, KPIs, and FYIs of Branding When you hear the letters ROI or KPI, what’s the first thing you think of? Numbers? Hard Data? Facts? Whatever comes to mind, I’m guessing it’s a tangible measure of success. Numbers are hard to argue with. But what about the intangible measures of success? Are they…
Your Logo Is Not Your Brand: Three Lessons in Smart Branding.
In today’s dynamic marketplace, branding isn’t just about creating a flashy logo or a catchy tagline. It’s about crafting a narrative that resonates with your audience, builds trust, and drives loyalty. Smart branding goes beyond surface-level aesthetics. It delves deep into a company’s core values and actions. Let’s explore some attainable strategies for taking your…
Debunking Myths About Branding
There are numerous misconceptions about branding that often cloud the understanding of what it truly entails, as well as its importance for a company’s success, sustainability, and ability to resonate. Branding is more than just a logo or a catchy tagline−it’s a comprehensive strategy that shapes a company’s identity, perception, and connection with its audience….
10 Unexpected Questions We Ask New Clients
As branding professionals—and to do our job to the best of our abilities—we must get to know our clients inside and out. To do this—and much like speed dating—things get personal and fast. Over the years, we have culled our Spanish Inquisition down to the most essential and insightful questions that give us what we…
3 Key Ways to Build Strong Brand Culture in Your Company
By: Templafy Huge marketing budgets are routinely dedicated to building a brand which resonates with customers, but the most cutting-edge companies also invest in building a brand culture which excites and inspires their employees. Brand culture is what HR magazine calls that “unique blend of psychology, ideas, attitudes and beliefs informing brand behaviour, influencing brand experience, and…
5 Ways to Maintain Brand Consistency As You Grow Your Business
By: John Hall, Forbes Contributor If you’re like many leaders, the early stages of your business required a lot of decision-making, from fundamental decisions like your core services or products all the way to decisions about design. Whether you put a ton of time into each and every choice or quickly call the shots to…
The Brand Culture Model
The value of building a brand driven by culture. By: Liquid Agency The theory of Brand Culture was partly informed by Douglas Atkin’s groundbreaking book, The Culting of Brands,(1) which was one of the first books to apply anthropological theory in understanding how certain brands work—specifically “cult” brands. While cults, by definition, are experienced by the few,…
Branding (In My Humble Opinion)
Branding is not a logo. A logo is a logo. And the power of branding, in my humble opinion, does not lie solely in the creative and visual execution as many firms would have you believe. And while yes, it is a vital component (that I enjoy doing very much), it isn’t everything. Some would…