Resources to build and leverage your brand
As you think about how to divvy up your organization’s ad budget, it’s important to understand the strengths and weaknesses of your options. In the world of digital advertising, the two most popular platforms are Google Ads and Facebook Ads. If you and your organization haven’t used them in the [...]
A website is never really “done.” There are always things to add, remove, refresh, and improve in order to make it more valuable to your organization and your audience. But it’s often hard to know what to change and how to prioritize updates. As you start making plans for the [...]
New Year’s Day is the perfect time to reflect on how last year went and what you’d like to be different next year. For many people, New Year’s resolutions are a helpful way to make commitments to create change. So why shouldn’t they do the same for your organization? We’ve [...]
It’s notoriously difficult to measure the full value of print ads. It’s simply impossible to track every conversion or to measure the impact of exposing your audience to your brand. But that doesn’t mean print ads aren’t valuable. In fact, they play a vital role in branding, and psychology teaches [...]
Nearly a century ago, a team of psychologists led by Edward Thorndike discovered that when military officers evaluated soldiers on a variety of qualities, one rating would always affect the others. If a soldier was rated high for their physical appearance, they were also perceived as smarter, better leaders, and [...]
Anytime you interact with your audience, they have an emotional response—to your behavior, your message, your brand, or the issue you’ve brought to their attention. They may experience delight, disgust, surprise, desire, disappointment, joy, or other emotions that shape how they respond to your content and what they associate with [...]
Say your sales reps have a booth at a conference they’ve never been to before. They prepare to spend plenty of time introducing people to your brand, explaining what your organization does, and discussing how your product or service helps people. But before they even get started, everyone says, “Oh, [...]
Every brand has a story. It’s the reason you exist. It’s what you do. It’s the problem you help your customers solve and the aspirations you empower them to fulfill. Maybe you inspire people to have a positive impact on their community. Or you equip pastors to lead their congregations. [...]
As strange as it may sound, expertise can get in the way of your marketing. When you know a lot about a topic, it can be hard to talk to someone who knows nothing about it. Where do you even begin? How much do you have to explain? The challenge [...]
You have an overwhelming number of advertising options. So how do you ensure that you’re connecting with the best possible audience in the best possible ways? Today’s digital advertising heavily emphasizes the power of data—which is important, because it helps you connect with the right people and produce the most [...]