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Purpose, Perseverance, and the Beauty of Doing Good Work
Wendy Baird

Purpose, Perseverance, and the Beauty of Doing Good Work

We’ve got a secret—sort of. Not that we’ve been trying to keep it under wraps necessarily, but I couldn’t let more time go by without sharing this company milestone. insight180 is (quietly) celebrating 25 years in business. In many ways, it’s a year like any other—projects to guide, brands to clarify, stories to tell. But as a wise friend reminded me, acknowledging milestones matters. They help us pause, take stock, and remember how far we’ve come. Why Quietly? Because our work at insight180 has always been about the other.

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Navigating the New Normal Without Losing Your Brand Identity
Wendy Baird

Navigating the New Normal Without Losing Your Brand Identity

In today’s fast-moving environment, companies are under increasing pressure to adapt to keep up. Whether it’s shifting consumer expectations, changing market conditions, or the ongoing discourse around Diversity, Equity, and Inclusion (DEI), some organizations are scrambling to respond. As a result, many are revisiting their mission statements and core values to ensure they remain relevant and reflective of the times. Does this “changing tide” affect you? In your rush to respond, are you making changes that feel reactive rather than strategic? In this month’s blog post, insight180 President Wendy Baird offers a guide for B2B companies to maintain their brand identity when navigating the complexities of cultural change.

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Focusing the Lens: Your Business Name Story
Wendy Baird

Focusing the Lens: Your Business Name Story

Choosing a name for your business is one of the most important decisions you will make. Regardless of your industry, it needs to make an impression. Be memorable. Maybe have a little something to do with what you do. You might want it to be somewhat catchy or clever. Regardless of the vibe, what’s most important is that you are able to craft a narrative around your name that resonates with your identity, connects with your audience, and stands the test of time. At insight180, we understand the power of a name because we’ve been helping to name businesses, processes, and events for more than 20 years.

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WHY BRAND AUTHENTICITY MATTERS (and How to Make Yours Shine)
Wendy Baird

WHY BRAND AUTHENTICITY MATTERS (and How to Make Yours Shine)

When it comes to marketing and communications there’s lots of talk about brand alignment, core values, and brand authenticity. The truth is, those have always been important, but the more virtual and online our lives have become, the more we seek genuine connection and authenticity. Your customers, audience, or clientele need experiences that are transparent, real, and engaging. They want trust in the buying experience and the brands they support to – quite frankly, my dear – give a damn.

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REVISIONING YOUR BRAND. WHAT IF…?
Wendy Baird

REVISIONING YOUR BRAND. WHAT IF…?

What if you could redesign your brand vision based around your ideal business? What would it look like? What value will you provide? Who would your best customers be? By starting with your brand vision, and then re-envisioning it, your true brand will show itself. Read more on our blog post.

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WHY YOUR POSITIONING IS WEAK AND HOW YOU CAN FIX IT.
Wendy Baird

WHY YOUR POSITIONING IS WEAK AND HOW YOU CAN FIX IT.

When you make visitors and potential clients search on your website to find out what it is you do or how you can help them, you’re running the risk of losing them altogether. Unless you are a marketing-savvy emerging tech company touting a unique new service, you are probably coming off as one of many in a sea of sameness. How does your brand set you apart? How does your organization position itself? How do you express it? And why does this matter? Read on to find out why your brand positioning is weak and how you can fix it.

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Ready to Step Out of Your Comfort Zone? Try Ignite!
Wendy Baird

Ready to Step Out of Your Comfort Zone? Try Ignite!

As a professional, growth often comes with experience in the field, mentor feedback, and educational opportunities. And, while we may experience bouts of discomfort along the way, most of what we do remains familiar and comfortable to our skill sets. It’s when we take a chance and step out of our comfort zone that the opportunity to grow and learn presents itself.

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The What and Why of Core Values for Your Brand
Wendy Baird

The What and Why of Core Values for Your Brand

I was recently asked why defining core values is important to an organization, and more specifically, how they influence a brand. I would counter, what’s the purpose in existing as an organization if core values aren’t driving it? While profitability and stakeholder responsibilities are what keep the lights on for any company, core values are what support the vision, define company culture and help align an organization and the people who work there. 

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What’s In a Name? (More Than You Think!)
Wendy Baird

What’s In a Name? (More Than You Think!)

I recently had the opportunity to lead a branding discussion at the Maryland Innovation Center and, amongst all of the great questions, one in particular stood out to me and my team, “What’s the story behind your name, insight180?” Honestly, I love it when people ask about our name. It gives us an opportunity to elaborate on who we are, how we’ve evolved, and who we’re becoming. It helps us tell our unique story, something we really appreciate in a good brand name. A good name can do many things: evoke an emotion (like trust or confidence); relay a purpose; create some fun and elicit curiosity. Still, other brand names may be less than inspiring but too established to change (like GEICO – what the heck does that even mean?). 

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