Elaine Fogel

Beyond Your Logo - 7 Brand Ideas That Matter Most for Small Business Success

office colleaguesAre your business or nonprofit organization employees or co-workers openly communicating? If not, it has a big problem.

How can they ‘live the brand’ internally and externally if they’re afraid to rock the boat or feel that their feedback is pointless? They can’t.

According to a recent Harvard Business Review article by James R. Detert and Ethan R. Burris, leaders use a variety of tools to get people to speak up. They focus on improving communication up and down the hierarchy.

But, these usually fail for two reasons:

  1. a fear of consequences (embarrassment, isolation, low performance ratings, lost promotions, and even firing)
  2. a sense of futility (the belief that saying something won’t make a difference, so why bother?)

Continue reading

gladd half empty or fullDo you see the glass half empty with your marketing efforts? Are you struggling to make gains in marketing your business or nonprofit organization?

Standing out and generating buzz, leads, brand recognition, and revenue are really challenging goals these days. And, you may feel frustrated with your progress.

Well, you’re not alone. Continue reading

chalkboard writing-SWOTMarketing your smaller business, startup, nonprofit, or personal brand takes smarts and strategy. Developing and implementing a marketing and branding plan is pivotol to its success. So, let me help you get started by working on your SWOT analysis.

In my new book, Beyond Your Logo: 7 Brand Ideas That Matter Most For Small Business Success, the last chapter is devoted entirely to creating a marketing and branding plan that includes:


I. Market & Situation Analysis – your current marketplace and business position
II. Marketing & Branding Strategy – your business objectives and how to reach them
III. Marketing & Branding Tactics – your business actions to reach strategic objectives
IV. Metrics – measurement methods to determine which tactics are working or not


A SWOT analysis falls within #I (Market & Situation Analysis) and helps identify the strengths, weaknesses, opportunities, and threats to your organization. Continue reading

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