One powerful tool that often goes unnoticed in the world of marketing and business development is the white paper. While many people associate white papers with technical and industry information, these papers are far more than just dense reports.
White papers are actually a great way for businesses to establish thought leadership, generate leads, and drive growth. But how?
Well, first let’s get into what a white paper really is.
As a company that recently rebranded, the process of branding feels fresh and familiar. Currently, some of our clients are also launching rebranded messaging and missions for 2020.
Although the results look straightforward and simple, the decisions required along the way can be overwhelming.
One area of branding that our clients have struggled with is color. For that reason, we’re taking a look at the recent announcement regarding Pantone’s 2020 Color of the Year to explore what it might offer your brand.
Does Classic Blue capture the essence of your business? Does color really matter to your brand?
In an effort to enhance help you market yourself, the Waypoint Writing team has been creating various marketing material giveaways. Last week, we launched our second content giveaway, made complicated by its rather unusual challenge. Jenna R. London created an escape route out of her own writer’s block and shared her method via a blog post. Peter Hall, owner of New England Athletic Academy, successfully cracked the code, winning similarly-styled content in support of his brand.
No matter what you do for a living, most of us have experienced a creative cramp, whether or not we call it writer’s block. Here, I interview Jenna about how she determined a formula to move forward…and figure out how to creatively market yourself.
Monday marked Waypoint Writing’s first brand photography session. Although it would have been ideal to have the entire team on hand, the reality of time and distance meant that only three of us could physically attend to create some brand-specific content. We had two primary motivations for doing so. The first — our brand, just like all brands, needed an infusion of fresh, original content. The second — a quick brand photography session gave our team the chance to demonstrate one or two services that we can easily deliver to our clients. The bonus? It was fun!
Here are a few behind-the-scenes shots and impressions of our experience, which should provide you with some ideas for how our company might help better brand yours…
In this latest installment of what I consider “Business Strategies I’m Learning on the Fly,” I focus on branding, specifically my upcoming brand photography session with Branding Photographer and PR Strategist Kristin Hardwick.
Here’s the plan: next Monday, Kristin will arrive at my home office and snap brand worthy photos, reflective and supportive of Waypoint Writing. To prepare for the session, Kristin and I briefly discussed what will no doubt become a much larger conversation about why branding photography is so important for a business.
As I get organized for the shoot, I am keeping three key considerations in mind. Dubbing them AAA, my primary concerns are attention, aesthetics, and ambition.