Branding Advice – What Not to Do with your Brand

Most of us have similar thoughts on Musk renaming Twitter to X: It’s a self-inflicted mortal wound that tosses a globally recognized name and verb (tweet) out the window. There’s absolutely no long-term value in altering a name, logo and trademark that nearly everyone with a smartphone recognizes. It’s a short-sighted move and a lesson in what not to do with your brand.

Luckily you can’t destroy your brand like Twitter if you’re a startup. That’s because no one has heard of your company. But, there are missteps that can make your branding path more difficult. Over the years, I’ve heard many CEOs, entrepreneurs and CMOs turn down media opportunities because they thought the news organization was too small. In some cases, they criticized the news website design.

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When Smaller News Organizations are Better for Publicity

Every brand wants to be in the New York Times or on Good Morning America but sometimes those aren’t the best news outlets for your targeted exposure.

I wrote an article for Entrepreneur recently that explores when smaller news outlets might bring more targeted exposure. You can read that story here.

Many times, clients will suggest we turn down a smaller publication because they have their hearts set on these larger news organizations. If you’re a startup, you should be accepting all media opportunities — big and small. Your story hasn’t been told as a startup and every media opportunity is a chance to scale your brand. These news stories also help your website with SEO.

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Forbes – How to Measure the ROI of PR

Business owners always ask me how can they measure the ROI of PR. The question inspired a recent thought leadership article I wrote for Forbes, which you can read here.

Contrary to what many business owners and entrepreneurs think, you can measure an effective PR campaign. Here are 5 approaches that I broke down in my Forbes article. You can read that article if you’d like to hear more in-depth on these approaches.

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