Branding is one of the most important aspects of any business, large or small, retail, wholesale or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a small business like yours?

Designing an Effective Brand in the Wake of Client Resistance

You are faced with the task of developing an effective re-branding for the client because quite frankly the current one “SUCKS”. ┬áThe only problem is the current marketing campaign is tied so closely to the owner. To make matters worse the current campaign IS THE OWNER.

We had that same problem here at MJ Consulting. Here is a case study in how to deal with dismissal of your idea before you have presented it. The picture to the right is that of Michael Davis as a Ticket Broker from Texas. However, now he must be marketed as J. Michael Davis, an advertising executive in the cannabis industry. To further complicate things Mr. Davis or should we say Dr. Davis (because he is a doctor) has a past.

The advantage we had however is that the industry we are addressing has a much larger and storied past. To begin we addressed the obviously unprofessional appearance that was represented on all social media and in particular LinkedIn. This image does not portray a message of confidence and ability to brand and market himself let alone knowledge of how to market others products and services. So we eradicated this look entirely and replaced it with an initial (read more) ………….