Brian Sooy's Blog

What does it take to create a movement with one purpose and one voice?  How can you position your company with a brand with a voice and behavior that engages people to create change or buy from you?

I was delighted when my friend and colleague Eddie Biroun ordered and started to read, "Raise Your Voice: A Cause Manifesto."  When movements and causes are on everybody's mind, when peaceful protests and riots are in the news, we have to ask: “Is there another way to raise your voice that engages p...

The patio was empty, the tables were gone.  Even the signs and lettering on the exterior were gone, stripped from the façade and leaving the ghostly impressions of letters.  All that was left was a lonely sign on the front door.

During the economic crisis caused by state government shutdowns of state and local economies, my wife and I have been doing what we can to support our favorite restaurants and small businesses.

We’ve ordered take out at least once a week and purchased a couple of house...

Achieving alignment is the goal of the strategic planning, branding, and communications of any business and brand.  To achieve brand clarity, there are two challenges each businesses must overcome.

The first challenge in aligning marketing and branding for clear communications is to create alignment between the business’ brand promise (what you believe you are and how you behave) and the consumer’s values (what they believe about your brand and how they expect you to behave).

The more you work...

It may be odd to discuss what is more important branding or marketing during a global pandemic and national emergency.  People increasingly look to business and business leaders to provide guidance, reassurance, and information.

It's ridiculous to argue about what's more important, branding or marketing.  It's important to understand the difference between branding and marketing so you know how they work together to attract, inspire,...

In this episode of the Everybody Brands Podcast we have a conversation with Wes Gay about how we should define a brand and what a marketer or business owner focus on now, especially in uncertain times: branding or marketing. 

Wes Gay is the founder of Wayfinder and a StoryBrand Certified Guide & Copywriter.  Wess experience as a former pastor gives him empathy and credibility to help leaders create a clearer message for their companies using the StoryBrand Framework.

How we talk about...

Brand Strategist and agency principal David Lemley thrives at the intersection of culture and the outdoors and proves meaningful impact isn't relegated to Manhattan. David helped put the Pacific Northwest on the map as a thought leader in design, working with brands that are ambitious, fearless, and out to change the world. He believes a brand should inspire deep and meaningful connections with real people and enthusiastically do good.

David Lemley has had a...

Do you know what your customers say about your company or brand?

Are you confident that your clients and customers understand what your company stands for and how it helps them solve their problems?

When it comes to your company and your brand, are your customers and clients clear about who you are, what you do, and why it matters to them?

Think of your favorite brand and a product or activity you closely associate with it:Apple and the iPhone.Piaggio and motor scooters. Wyndham and...

Are your website and business affected by the NetSuite LightCMS End of Life Notice? Aespire Websites Made Simple is a powerful and easy-to-use visual website builder LightCMS alternative for entrepreneurs, businesses, and organizations impacted by the LightCMS End of Life Notice.

Thousands of people were greeted with this email notice from Oracle about the end-of-Life for NetSuite’s LightCMS platform. Small businesses, nonprofits,...

This episode of Everybody Brands between host Brian Sooy and Sarah Olivieri from Pivot Ground has insights that will help you run your business better, your board more effectively, and guide your organization to create greater impact in the community and marketplace.

Sarah Olivieri is a nonprofit strategist with a passion for helping organizations thrive in the digital age. She's the founder and heart behind Pivot Ground, an agency that helps human service nonprofits increase capacity, delive...

Protecting your customer’s and visitor’s privacy builds trust, increases brand recognition, improves your business reputation, helps buyers move faster through your sales funnel, and helps you acquire brand evangelists.

Written by Donata Kalnenaite, Esq., CIPP

There is a good reason as to why being trustworthy is one of Aespire’s twelve strategies for purpose-driven brands and culture. Accountability and transparency are at the core of building trust with the customers and supporters of your...