Wendy Baird

When the brand waters get muddy

By Wendy Baird
August 9, 2012
branding,green marketing/ social responsibility,insight180 newsletters,marketing,positioning strategy,social media,social responsibility,strategy

Company ABC is a tech consulting firm in the secure government contracting space that promotes a fundraising event for a highly respected, well run charity for rehabilitating soldiers injured abroad. The veteran owners and many of their clients care passionately about the cause, and the thousands of dollars they contribute directly impact those in need of immediate assistance. Their contribution fills a vast funding deficit and gives the charity a much needed financial boost. And, it serves as an expression of Company ABC’s brand. They pride themselves on their integrity, reputation and transparency, and their commitment to their clients, country and community is evident in their brand from the way they provide services to the way they demonstrate giving back.

What's in a Name?

By Wendy Baird
July 12, 2012
branding,insight180 newsletters,Naming,naming guidelines

Ten “can’t miss” dos and don’ts when naming a business.

Choosing a business name is one of the most important tasks when starting, growing or changing a business. Not only is it part of that first impression you make among your audience, but it, along with your logo, is the heart of your brand. Your brand is all about how you connect and then are perceived – so your name needs to be descriptive, inspiring, and relatable, and needs to evoke positive feelings, or at least curiosity.

Creativity and achieving productive thought

By Wendy Baird
July 12, 2012
creativity,insight180 newsletters

There was a great article on creativity in Fast Company magazine recently. It was written by John Cleese of Monty Python fame. The legendary writer, actor, comedian has become a well-known student and speaker on creativity and how to cultivate it. It’s a wonderful article that will get you thinking, and maybe even give you justification to let go a bit, as he cites the power of the unconscious mind being vastly important not only in creative matters but effective decision making in complex situations.

The business shift.

By Wendy Baird
May 30, 2012
branding,marketing,social media,strategy

I’ve been reading some great books on entrepreneurship, business consulting, and the new rules of PR, marketing and social media in this incredibly connected world we’re in. Business is different. The climate has shifted. One really can start a business on a shoe string, or invest hundreds of thousands of dollars to help it grow. Both are viable. Some of the smaller companies are even doing it better than their larger, more established counterparts within the same space.

The challenges advisory firms face.

By Wendy Baird
April 26, 2012
branding,insight180 newsletters,marketing,positioning strategy,strategy

I recently conducted a workshop on how important your brand is within the social media arena, particularly when your business focuses on selling a concept, service or other intangible. This particular workshop happened to be for churches, but they are not unlike many of the businesses we advise, who sell consulting, advice, conceptual services or ideas. Let’s face it, churches are probably among the most conceptual of all, promoting not only events and services, but an ideology.

Finding your voice — content marketing dos

By Wendy Baird
March 19, 2012
blogging,insight180 newsletters,marketing,strategy

Content marketing is nothing new. If you are a company that consults or advises, or deals with “selling the invisible,” you may already be considered a thought leader and have a paper trail of articles, speeches and case studies that you’ve shared with clients. But are you consistently producing and distributing material that is useful and engaging to your target audience? Are you seeing results in organic search or social media efforts?

Floods and Facebook

By Wendy Baird
September 19, 2011
facebook,news,strategy

In the wake of topical storm Lee, there were flash floods throughout Maryland on Wednesday, September 7, 2011. Ellicott City ‘s Main Street became a river. After evacuating our office, we posted some footage of the action happening right outside our office. (In this video, you can actually see the entrance to our office with near foot-high water when the camera pans to the left of the big black truck.) The footage was taken from a bystander’s phone and then posted to You Tube.

Back on track

By Wendy Baird
August 24, 2011
insight180 newsletters

The sky is blue and air is warm, and there’s just a little bit of true summer left to enjoy. Hopefully you’ve had some downtime, while still keeping up with the important marketing and business tasks at hand. But with the slower summer days coming to an end, how can one best prepare for the busy pace that always comes in early September? Here’s our checklist:

Home page quick check

By Wendy Baird
July 24, 2011
insight180 newsletters,website

Take the “no-header test.” Go to your website and scroll down so that the header is out of view of the browser window. Now take a look at what’s left. Is it easy to tell what your company does? Will a first-time visitor to your site know what you do, have any sense about what makes you unique, or care? Now put the header back in. Uh-oh, that might not help either?! Here’s the point: you have about six to eight seconds to make an impression, which means you need to give visitors something to latch on to right away so that they will continue to learn more. If they can’t even discern what it is you do, there’s a problem.

Welcome, Michelle.

By Wendy Baird
July 15, 2011
blogging

Insight180 would like to welcome Michelle Loeb to our team. Michelle will be interning with us over the summer, and we are happy to have her on board. Michelle is a recent graduate from University of Baltimore’s School of Communications Design and has an interest in marketing and advertising. She is especially looking forward to working on some brand research and content strategy for both insight180 and some of our clients.

Hey, you, get off of my cloud.

By Wendy Baird
July 12, 2011
creativity

Aside from being a great Rolling Stones refrain, that line is a great intro to this blog post. Have you done a “word cloud” lately? There are some wonderful tools out there to help demonstrate in a visual way, what your web content, resume, or blog post is really focused on. When working on web content, or any content for that matter, we are constantly reminding clients about key words. While we don’t want articles or content to be overbearingly key word rich, we do want our content to be energized, if you will by terms for which someone might search. Enter wordle.net, a word cloud generator. You can enter in an article or resume, or web page text, etc. and create a word picture that shows what words are emphasized most. Artistic and smart. . . or at least a good way to check your content.

Jargon, jargon everywhere!

By Wendy Baird
May 26, 2011
insight180 newsletters

I’m a logophile, I admit it. I love words and language and communication. I love getting a particular message across to a particular audience, and I love helping clients do the same. It serves me well in my career as a brand consultant, as the visuals and the message are equally important.

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Ten “can’t miss” dos and don’ts when naming a business.