I’m a branding expert—and I think most startups spend way too much on branding

Wait to invest in premium branding until you have your strategy locked down. In the meantime, here are 3 tips for getting started.

When you’re building an early-stage startup, it’s tempting to create a jaw-dropping brand from the start—one that immediately distinguishes you from the competition and attracts users, investors, and buzz to your growing company.

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Almost 25 years ago, management guru Tom Peters kicked off the personal branding revolution with a Fast Company article so bold and brassy it nearly jumped off the page. Titled “The Brand Called You,” it was a resounding call to action to brand yourself. Peters proclaimed: “To be in business today, our most important job is to be head marketer for the brand called You. . . . You’re not defined by your job title and you’re not confined by your job description. Starting today you are a brand.”Read Full Story

‘Tangential’ content is the link building tactic your brand is missing out on

Branded content is crucial for many reasons: communicating the value of your product/service, helping people make buying decisions, providing pertinent information to your primary audience, and more. But if your marketing goals include earning high-quality backlinks, building your brand awareness, and increasing your organic traffic, tangential content needs to be in your content strategy. So what exactly is it, and how can you incorporate it into your own content calendar? Defining tangential content Tangential content is content that is related to a brand’s industry but is not related to its core branding. It doesn’t refer to a product or service… This story continues at The Next Web


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