How To Use Attitude Branding To Attract More Customers

How To Use Attitude Branding To Attract More Customers

Attitude branding is a marketing strategy that focuses on creating an emotional connection between a brand and its customers by promoting a particular lifestyle or set of values.

It aims to evoke a certain attitude or feeling in the consumer towards the brand rather than just emphasizing product features.

Attitude branding can be a powerful tool for attracting and retaining customers because it goes beyond simply selling a product or service. Promoting a particular attitude or lifestyle makes the brand more than just a commodity; it becomes a part of the customer’s identity and self-expression.

This creates a sense of loyalty and connection that goes beyond the features or price of the product. Additionally, attitude branding can help a brand stand out in a crowded market by creating a unique personality and voice that resonates with a specific audience.

Overall, attitude branding can be a valuable way for companies to differentiate themselves, build brand loyalty, and ultimately increase sales.

This post is part of a cluster posts series related to “Brand Strategy: The Practical Guide For Brand Owners.

Contents ...

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Why is attitude branding so much more powerful as a strategy?

Attitude branding is a powerful strategy because it allows a brand to connect with its audience emotionally, going beyond the functional benefits of the product or service.

By establishing a unique personality or set of values, a brand can create a strong sense of identity that resonates with its target market. This emotional connection can increase customer loyalty, advocacy, and engagement.

Moreover, attitude branding can help a brand stand out in a crowded market, create a distinctive competitive advantage, and command premium pricing.

Overall, attitude branding is more potent because it fosters a deep and lasting connection with customers beyond the transactional aspect of buying a product or service.

1. What are the big benefits of attitude branding to a brand?

Attitude branding offers several benefits to a brand.

  • Firstly, it can create a strong emotional connection with customers, fostering brand loyalty and advocacy.
  • Secondly, attitude branding can help a brand stand out in a crowded market, differentiate itself from competitors, and command premium pricing.
  • Thirdly, attitude branding can help a brand establish a unique identity and personality, improving brand recall and recognition.
  • Fourthly, attitude branding can increase customer engagement and social media sharing, as customers are likelier to share content that aligns with their values and identity.

In the final analysis, attitude branding offers significant benefits to a brand, including increased customer loyalty, differentiation, and recognition.

2. How does attitude branding help widen the audience net?

Attitude branding can help widen the audience net by creating an emotional connection with customers that transcends demographic and psychographic boundaries.

By establishing a unique personality or set of values, a brand can appeal to a broader range of customers who share those values, regardless of age, gender, or cultural background.

Moreover, attitude branding can help a brand stand out in a crowded market, attracting new customers looking for products or services that align with their identity and values.

As a result, attitude branding can help a brand expand its reach and appeal to a broader audience, leading to increased customer acquisition and revenue growth.

3. How do you choose a compelling attitude for your brand?

Choosing a compelling attitude for your brand requires a deep understanding of your target audience and their values. Start by identifying the core values your brand embodies and are relevant to your customers.

Consider what makes your brand unique and what sets it apart from competitors. Then, evaluate the emotional benefits that your brand offers to customers and how you can convey those benefits through your attitude.

Finally, test your attitude with focus groups or surveys to ensure that it resonates with your target audience and accurately reflects your brand’s identity.

A compelling attitude should be authentic, relevant, and emotionally resonant with your target audience.

4. What are the steps to implementing a co-branding plan? 

Here are the four steps to implement attitude branding:

  • Identify your brand values: Identify the core values your brand embodies and are relevant to your target audience. Consider what makes your brand unique and what sets it apart from competitors.
  • Develop a unique personality: Develop a unique personality or set of values consistent with your brand values that resonate with your target audience. This personality should be reflected in all aspects of your brand communication, from your logo to your advertising campaigns.
  • Communicate your attitude: Communicate your attitude consistently across all channels, including social media, advertising, and public relations. Ensure your messaging is authentic, relevant, and emotionally resonant with your target audience.
  • Measure and adjust: Measure the effectiveness of your attitude branding efforts through customer surveys, social media analytics, and other metrics. Use this data to adjust your attitude branding strategy and messaging as needed to ensure it continues to resonate with your target audience.

5. Experts' quotes on the immense value of attitude branding

If you love quotes from people who matter, here are a few about the incredible benefits of attitude branding to any business of any size. These quotes have been handpicked because they have the advantages down pat.

Kevin Lane Keller

"Attitude branding creates a deeper emotional connection with customers and helps to build stronger, longer-lasting relationships. It's not just about selling a product or service, it's about conveying a unique personality and set of values that customers can identify with and feel passionate about."

David Aaker

"In today's competitive marketplace, attitude branding is more important than ever. Consumers are not just buying products, they are buying experiences and emotions. Brands that can establish a unique personality or set of values will stand out from the competition and create a lasting impression in the minds of their customers."

The 8 terrific examples of successful brands with attitude

Here is my pick of the 8 best attitude branding examples of big brands that decided to play the game beyond their regular brand benefits. I’ve seen many smaller brands do the same … so it’s not your brand size but your attitude and strategy that makes the difference between success and failure.
8 Terrific Examples Of Attitude Branding
(Please use this infographic with credits intact.) 

1. Nike's iconic attitude ... "Just Do It"

How did Nike arrive at this attitude for its brand?

Nike arrived at the “Just Do It” attitude for its brand in 1988 through a collaboration with its advertising agency, Wieden+Kennedy. The agency was tasked with developing a campaign to reposition Nike as a performance-oriented brand that appealed to serious athletes.

After considering several slogans, including “Let’s do it,” the agency came up with “Just Do It,” inspired by the final words of convicted killer Gary Gilmore before his execution.

The slogan encapsulated Nike’s perseverance, determination, and self-empowerment values and was instrumental in repositioning Nike as a leading performance brand.

Since its launch, “Just Do It” has become one of the most recognizable and successful advertising slogans ever, cementing Nike’s reputation as a brand that inspires and motivates its customers to push their limits.

What are Nike's outstanding gains from attitude branding?

Here are three tremendous gains that Nike has achieved from attitude branding:

  • Brand recognition and loyalty: Nike’s “Just Do It” attitude has become synonymous with the brand, establishing a strong emotional connection with customers and fostering brand loyalty. This has helped Nike maintain its position as a leading performance brand and increase customer retention.
  • Increased revenue: Attitude branding has helped Nike command premium pricing and expand its product offerings beyond athletic shoes to include apparel, accessories, and lifestyle products. This has helped Nike increase its revenue and profitability.
  • Social impact: Nike’s attitude branding has helped the company position itself as a socially conscious brand that supports diversity, inclusion, and sustainability. This has helped Nike attract a broader range of customers who share its values and desire to impact the world positively.

An example of the Nike attitude branding in action ... video!

As part of its attitudinal “Just Do It” campaign, this fascinating video from Nike is dedicated to New Yorkers. As Nike says, “New York doesn’t dream crazy. We dream crazier. We dream bigger. And enough is never enough.” What an attitude to drive a whole city beyond its limits!

2. Red Bull's attitude ... "Gives You Wings"

How did Red Bull arrive at this attitude for its brand?

Red Bull arrived at the “Gives You Wings” attitude for its brand in 1997 through a collaboration with its advertising agency, Kastner & Partners. The agency was tasked with developing a campaign to differentiate Red Bull from other energy drinks and create a solid emotional connection with consumers.

After considering several slogans, the agency developed “Red Bull gives you wings,” which captured the brand’s promise of providing energy, focus, and stimulation to help consumers achieve their goals.

The slogan was supported by high-profile marketing events, such as extreme sports competitions and music festivals, which helped establish Red Bull as a brand that inspires and empowers its customers.

Since its launch, “Gives You Wings” has become one of the most recognizable and successful advertising slogans ever, cementing Red Bull’s reputation as a brand that fuels adventure and achievement.

What are Red Bull's outstanding gains from attitude branding?

Here are three tremendous gains that Red Bull has achieved from attitude branding:

  • Global reach and market dominance: Red Bull has used attitude branding to expand its reach and dominate the global energy drink market. By creating a unique personality and voice that resonates with consumers across cultures and geographies, Red Bull has become one of the world’s most successful and recognizable brands.
  • Brand partnerships and collaborations: Red Bull’s attitude toward branding has helped the company establish partnerships and collaborations with various brands, athletes, musicians, and artists. This has helped Red Bull expand its influence and reach new audiences while reinforcing its brand values and identity.
  • Innovation and differentiation: Attitude branding has helped Red Bull differentiate itself from competitors by emphasizing its unique benefits and lifestyle associations. Moreover, it has enabled Red Bull to innovate and introduce new products and experiences that align with its brand values and resonate with its customers.

An example of the Red Bull attitude branding in action ... video!

This absolute classic ad of Red Bull’s attitude branding came with a plan, says Red Bull. “The Spirit of the American Revolution visits with a swift kick of Red Bull — and Red Bull Gives You Wiiiings!” Watch!

3. Virgin's attitude  ... "Screw It, Let's Do It"

How did Virgin arrive at this attitude for its brand?

Virgin arrived at the “Screw It, Let’s Do It” attitude for its brand in the early 2000s through a collaboration between Richard Branson and his team.

The slogan reflected Branson’s entrepreneurial spirit and willingness to take risks and pursue bold ideas. The slogan was inspired by Branson’s comment during a hot air balloon trip in Morocco, where he decided to cross the Atlas Mountains despite the risks.

The slogan became a rallying cry for Virgin’s employees and a reflection of the company’s innovation, creativity, and daring culture.

Since its launch, “Screw It, Let’s Do It” has become one of Virgin’s most recognizable and successful brand slogans, reflecting its values of courage, passion, and adventure.

What are Virgin's outstanding gains from attitude branding?

Here are three impressive gains that Virgin has achieved from its “Screw It, Let’s Do It” attitude branding:

  • Entrepreneurial spirit and innovation: Virgin’s attitude branding has helped the company cultivate an entrepreneurial spirit and culture of innovation, encouraging its employees to take risks and pursue bold ideas. This has enabled Virgin to launch new ventures and disrupt traditional industries, such as airlines, music, and telecommunications.
  • Employee engagement and motivation: Attitude branding has helped Virgin engage and motivate its employees by creating a sense of purpose and empowerment. The company’s “Screw It, Let’s Do It” attitude inspires and encourages its employees to be creative, passionate, and committed to achieving their goals.
  • Brand advocacy and influence: Virgin’s attitude toward branding has helped the company build a loyal and passionate customer base that shares its values and vision. The company’s brand advocates and influencers, drawn to Virgin’s attitude of courage, passion, and adventure, have helped the company expand its reach and influence across various industries and markets.

An example of the Virgin attitude branding in action ... video!

This video shows you the Virgin attitude … via The Virgin Kitesurfing Armada, which broke Guinness World Record. You may wonder why Richard Branson inspires his staff to go to such lengths, but there’s a huge customer rub-off.

4. Airbnb's attitude ... "Belong Anywhere"

How did Airbnb arrive at this attitude for its brand?

Airbnb arrived at the “Belong Anywhere” attitude for its brand in 2014 through a collaboration with its advertising agency, TBWA/Chiat/Day. The campaign aimed to reposition Airbnb from a purely transactional platform to a company that offers unique travel experiences and fosters a sense of community and belonging.

The “Belong Anywhere” slogan was inspired by the idea that travel is not just about visiting a place but about feeling like you belong there.

The campaign showcased the diverse and inclusive community of hosts and guests who use Airbnb, highlighting the brand’s commitment to diversity, inclusion, and community.

Since its launch, “Belong Anywhere” has become one of Airbnb’s most successful and recognized brand slogans, reflecting its brand values of hospitality, authenticity, and connection.

What are Airbnb's outstanding gains from attitude branding?

Here are three impressive gains that Airbnb has achieved from its “Belong Anywhere” attitude branding:

  • Cultural impact and social responsibility: Airbnb’s attitude branding has helped the company establish a reputation as a socially responsible brand that promotes diversity, inclusion, and community development. This has helped Airbnb attract a broader range of customers who share its values and desire to impact the world positively.
  • Differentiation and innovation: Attitude branding has helped Airbnb differentiate itself from traditional hospitality brands by emphasizing its unique personality and values. Airbnb’s attitude of hospitality, authenticity, and connection has helped the company stand out in a crowded and competitive marketplace.
  • Global reach and community building: Attitude branding has helped Airbnb expand its reach and create an international community of hosts and guests who share its values of belonging, authenticity, and connection. This has enabled Airbnb to become one of the world’s most successful and recognized travel brands while fostering community and belonging among its customers. 

An example of the Airbnb attitude branding in action ... video!

Can such a short advertisement for Airbnb‘s “Belong Anywhere” campaign make such a significant impact on a wannabe traveler  … one who is on a budget, looking for rich new life experiences and a sense of the whole world being “home.” Wow, what an ad!

To find a special gift waiting for you on this page, click the button below to take a peek, before you read on … 

5. Levi's attitude ... "Quality Never Goes Out of Style"

How did Levi's arrive at this attitude for its brand?

Levi’s arrived at its brand’s “Quality Never Goes Out of Style” attitude in the 1980s through collaboration with its advertising agency, Foote, Cone & Belding. The campaign aimed to reposition Levi’s from a denim manufacturer to a fashion brand that offered timeless style and quality.

The “Quality Never Goes Out of Style” slogan was inspired by the idea that Levi’s jeans were not just a fad or trend but a classic and enduring wardrobe staple.

The campaign showcased Levi’s jeans’ durability, comfort, and versatility, highlighting the brand’s commitment to quality and craftsmanship.

Since its launch, “Quality Never Goes Out of Style” has become one of Levi’s most successful and recognized brand slogans, reflecting its brand values of authenticity, durability, and style.

What are Levi's outstanding gains from attitude branding?

Here are three impressive gains that Levi’s has achieved from its “Quality Never Goes Out of Style” attitude branding:

  • Timeless brand identity and cultural impact: Levi’s attitude branding has helped the company establish a timeless brand identity and cultural impact, reflecting its values of authenticity, durability, and style. This has enabled Levi’s to maintain its position as a leading and iconic fashion brand while remaining relevant and attractive to new generations of customers.
  • Global reach and market dominance: Attitude branding has helped Levi’s expand its reach and dominate the global denim market by emphasizing its commitment to quality and craftsmanship. This has enabled Levi’s to create a loyal and passionate customer base that shares its values and vision while reinforcing its brand identity and culture.
  • Brand partnerships and collaborations: Levi’s attitude branding has helped the company establish partnerships and collaborations with various brands, artists, and designers. This has helped Levi’s expand its influence and reach new audiences while reinforcing its brand values and identity. The company’s collaborations with artists and designers, such as Andy Warhol and Jean-Paul Gaultier, have helped position Levi’s as a brand representing innovation, creativity, and style.

An example of the Levi's attitude branding in action ... video!

How nostalgic it is to watch a 1979 commercial for Levi’s attitude branding, created entirely with animation but taking off on the Western movies of Hollywood! It shows how good attitude branding can last for years and years and never get stale!

6. Under Armour's attitude ... "Protect This House"

How did Under Armour arrive at this attitude for its brand?

Under Armour arrived at the “Protect This House” attitude for its brand in 2003 through a collaboration with its advertising agency, The Factory. The campaign aimed to position Under Armour as a brand that empowers athletes to perform at their best and protect their performance.

The “Protect This House” slogan was inspired by the idea that an athlete’s performance is not just about physical strength but also mental toughness and determination.

The campaign showcased the innovative and high-performance products of Under Armour, highlighting the brand’s commitment to quality, durability, and performance.

Since its launch, “Protect This House” has become one of Under Armour’s most successful and recognized brand slogans, reflecting its innovation, performance, and empowerment values.

What are Under Armour's outstanding gains from attitude branding?

Here are three unique gains that Under Armour has achieved from its “Protect This House” attitude branding:

  • Athlete empowerment and performance: Under Armour’s attitude branding has helped the company establish a reputation as a brand that empowers athletes to perform at their best and protect their performance. This has enabled Under Armour to create a loyal and passionate customer base that shares its values of innovation, performance, and determination.
  • Product innovation and differentiation: Attitude branding has helped Under Armour differentiate itself from traditional sportswear brands by emphasizing its unique personality and values. Moreover, it has enabled Under Armour to innovate and introduce new products and features that align with its brand values and resonate with its customers.
  • Customer loyalty and engagement: Under Armour’s attitude branding has helped the company build a strong sense of customer loyalty and engagement, reflected in its active social media presence, customer rewards program, and other initiatives. The company’s attitude toward performance and protection has resonated with its customers, creating a loyal and passionate customer base that shares its values and vision. 

An example of the Under Armour's attitude branding in action ... video!

In this video ad from Under Armour, top athletes and sportspersons – Lindsey Vonn, Lauren Cheney, Brandon Jennings, Michael Phelps, and Monica Hargrove – have been roped in to give voice to the “Protect This House” brand attitude. This adds even more power to the philosophy that the brand arrogates to itself.

7. FedEx's attitude ... "The World on Time"

How did Fedex arrive at this attitude for its brand?

FedEx arrived at the “The World On Time” attitude for its brand in the 1980s through collaboration with its advertising agency, Ally & Gargano. The campaign aimed to position FedEx as a reliable and efficient courier service that could deliver packages and documents anywhere in the world on time. 

“The World On Time” slogan was inspired by the idea that FedEx’s delivery network was fast, accurate, and dependable.

The campaign showcased the innovative and high-performance logistics technology of FedEx, highlighting the brand’s commitment to quality, speed, and customer service.

Since its launch, “The World On Time” has become one of FedEx’s most successful and recognized brand slogans, reflecting its reliability, speed, and precision values.

What are Fedex's outstanding gains from attitude branding?

Here are three impressive gains that FedEx has achieved from its “The World On Time” attitude branding:

  • Brand trust and reliability: FedEx’s attitude branding has helped the company establish a reputation as a reliable and trustworthy courier service that delivers on its promises. The company’s attitude of precision and speed has driven its delivery network, resulting in timely and accurate deliveries that meet customers’ expectations.
  • Global reach and market leadership: Attitude branding has helped FedEx expand its reach and become a leading global logistics provider. The company’s attitude of efficiency and accuracy has resonated with customers worldwide, enabling FedEx to expand its product offerings and enter new markets. 
  • Innovation and customer service excellence: FedEx’s attitude branding has helped the company drive innovation and deliver exceptional customer service. The company’s attitude toward speed and precision has inspired its research and development efforts, resulting in new products and technologies that enhance delivery speed and accuracy. 

An example of the Fedex's attitude branding in action ... video!

With over 15 million shipments delivered each day by Fedex, on the dot of time, they are naturally envied for living up to their attitude of “The World On Time.” But this video shows an ad from the point of view of one of their staff (who constitute a significant part of their “on-time, every-time” logistics). It’s a human side of a corporation that is so technologically driven.

8. Dos Equis' attitude ... "Stay Thirsty, My Friends."

How did Dos Equis arrive at this attitude for its brand?

Dos Equis arrived at the “Stay Thirsty, My Friends” attitude for its brand in 2006 through a collaboration with its advertising agency, Euro RSCG. The campaign aimed to position Dos Equis as a premium, sophisticated beer brand that appealed to the discerning and adventurous consumer.

The “Stay Thirsty, My Friends” slogan was inspired by the idea that Dos Equis was more than just a beer but also a symbol of a lifestyle marked by curiosity, exploration, and wit.

The campaign featured “The Most Interesting Man in the World,” a fictional character who embodied the brand’s sophistication, humor, and confident attitude.

The campaign was a huge success, increasing sales and brand recognition for Dos Equis.

What are Dos Equis' outstanding gains from attitude branding?

Here are three unique gains that Dos Equis has achieved from its “Stay Thirsty, My Friends” attitude branding:

  • Increased brand recognition and loyalty: Dos Equis’ attitude toward branding has helped the brand stand out in a crowded market and create a strong, recognizable identity. The company’s attitude of sophistication and adventure has resonated with consumers, resulting in increased brand loyalty and recognition.
  • Strong emotional connection with customers: Dos Equis’ attitude branding has helped the company establish a solid emotional connection with its customers. The brand’s attitude of sophistication and wit has created a sense of exclusivity and aspiration, inspiring customers to feel like they are part of an elite group of “interesting” individuals who appreciate the finer things in life.
  • Marketing innovation and creativity: Dos Equis’ attitude branding has inspired the company to be creative and innovative in its marketing efforts, resulting in numerous successful campaigns and initiatives. The “Stay Thirsty, My Friends” campaign featuring “The Most Interesting Man in the World” became a cultural phenomenon. Dos Equis has continued to build on this success with new campaigns and activations that reinforce the brand’s attitude of sophistication and adventure.

An example of the Dos Equis' attitude branding in action ... video!

This 30-second video of a Dos Equis commercial of The Most Interesting Man in The World asking you to be like him and “Stay Thirsty, My Friends” is a classic. Notice how his thirst for life includes everything every man secretly wishes for!

To find a special gift waiting for you on this page, click the button below to take a peek, before you read on … 

FAQs and answers on the implementation of attitude branding

Some of the most commonly asked questions on attitude branding are listed below … with their quick answers. These are good extra angles from which to understand and exploit the power of attitude branding for your business.

1. Is it easy to change attitude branding down the line?

Changing attitude branding down the line can be challenging and time-consuming. Attitude branding is often deeply ingrained in a brand’s identity and is closely tied to its values and personality. Changing attitude branding may require a complete overhaul of a brand’s communication strategy, from its logo to its advertising campaigns, which can be costly and disruptive. Moreover, customers may have formed strong emotional connections to a brand’s existing attitude, and changing it may alienate them and erode their trust in the brand.

2. What are the challenges and risks of attitude branding?

Firstly, it can be difficult to establish a unique personality or set of values that resonate with customers and is distinct from competitors. Secondly, attitude branding can be perceived as inauthentic if inconsistent with a brand’s actions or values. Thirdly, attitude branding can be difficult to maintain over time, and changing it may alienate existing customers and erode their trust in the brand. Fourthly, attitude branding can be vulnerable to negative associations or cultural shifts, damaging a brand’s reputation and credibility.

3. How to turn a brand attitude into a market groundswell?

To turn a brand attitude into a market groundswell, a brand must create a community of loyal and passionate customers who share its values and personality. This can be achieved by engaging with customers through social media, events, and other channels and encouraging them to share their experiences and opinions. Moreover, a brand must consistently deliver on its attitude and values, demonstrating its authenticity and commitment to its customers. Finally, a brand can leverage user-generated content and influencer partnerships to amplify its message and build momentum around its attitude.

4. What are the key success factors of attitude branding?

Firstly, a brand’s attitude should be authentic, reflecting its core values and identity and aligning with its customers’ values and aspirations. Secondly, a brand should be consistent in its communication and messaging, ensuring its attitude is reflected across all touchpoints and channels. Thirdly, a brand’s attitude should be relevant to its target audience, addressing their needs and desires and differentiating it from competitors. Fourthly, a brand’s philosophy should resonate emotionally with its customers, creating a deep and lasting connection beyond the functional benefits of its products or services.

5. What should be avoided in attitude branding strategy?

Firstly, a brand should avoid being too generic or superficial, as this can make it difficult to differentiate from competitors and create a meaningful emotional connection with customers. Secondly, a brand should avoid being inconsistent in its communication or messaging, as this can confuse customers and erode their trust. Thirdly, a brand should avoid being inauthentic or insincere in its attitude, which can lead to negative associations and damage its reputation. Fourthly, a brand should avoid being too reactive to cultural or social trends, as this can make it seem opportunistic and insincere.

Pro tips to take away in summary ...

1. Attitude branding is a marketing approach that fosters an emotional bond between a brand and its customers by promoting a specific lifestyle or value system. Rather than emphasizing product features, it aims to evoke a particular sentiment or outlook in the consumer towards the brand.

2. Attitude branding is a powerful tool for customer acquisition and retention, as it goes beyond merely selling a product or service. By promoting a unique attitude or lifestyle, the brand transcends being a commodity and becomes a part of the customer’s identity and self-expression.

3. Attitude branding fosters customer loyalty and connection beyond product features or pricing. Creating a unique personality and voice can help a brand distinguish itself in a competitive market and resonate with a specific audience. Overall, attitude branding is a valuable approach for companies to differentiate, build loyalty, and drive sales.

BONUS: How to get help with your branding and content marketing

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