Welcome to Scott Silverman’s branding blog. It’s freshness, delivered periodically.

Read it and reap… or maybe just hang out for a beat. We’re all friends here. Talking about copywriting. Talking about naming. Talking about branding. Come to think of it, I’m doing all of the talking here. Kinda awkward. Not like me at all. Could you please be a buddy, call me, and take a little of this insane pressure off? I’d be so. Incredibly. Grateful.

women welding roi growth blog, by Scott Silverman, Los Angeles copywriter and brand discovery.

3 Paths You Can Follow To Increase Marketing Impact and Sharpen Your Marketing Strategy

When you are looking to increase the impact and efficiency of your marketing communications, and wish to do so strategically, you have three great options.
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spider man reading a book revenue growth blog, by Scott Silverman, Los Angeles copywriter and brand discovery.

The 7 Things Keeping You From Accelerated Sales Revenue Growth, Strategic Marketing Impact and Increased Marketing ROI

If you’ve been feeling anxious or frustrated because you know you’re sitting on untapped business potential, you’re certainly not alone.
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dog reading a book creative brief blog, by Scott Silverman, Los Angeles copywriter and brand discovery.

The sharper your creative brief, the more explosive the copy writing, the more ingenious the design

The creative brief is assignment-based. If your brief is accepted by your copywriter, graphic designer or other creative partner or vendor, it means there is general agreement that the creative challenge isolated is the right one, that it has been stated precisely, that it is likely solvable and that you should expect to see a solution or solutions that answer to it.
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lit match positioning brief blog, by Scott Silverman, Los Angeles copywriter and brand discovery.

Your positioning brief positions you for maximum leverage, communications clarity and marketing impact.

Your positioning brief or strategy brief is many times more powerful than any of your day-to-day assignment-focused creative briefs.
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art piece brand consulting blog, by Scott Silverman, Los Angeles copywriter and brand discovery.

An inside look at Articulated Brands® brand discovery and brand strategy process

The operative phrase I’m going to use when describing a higher standard of brand discovery and brand strategy is simultaneous inquiry.
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city at night, branding costs & fees blog, by Scott Silverman, Los Angeles copywriter and brand consultant.

Branding costs & fees depend upon the process selected (creative brief, positioning brief or full brand), timeline and your marketing budget.

As dedicated, passionate brand professionals, we utilize various tools to draw out the company’s essential truths. Which techniques we use and in what quantity is a matter of which initiative we’re working on, and, of course, time and budget.
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multicolored rope, branding beliefs and philosophy blog, by Scott Silverman, Los Angeles copywriter and brand consultant.

I believe in some things about branding and business development I simply don’t see practiced anywhere else.

That’s why I founded Articulated Brands® in 2007. I believe that how most have come to define branding (including too many of its practitioners) barely scratches the surface of what it really is, how it should be approached and how much it can do to accelerate your business growth.
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leaf growing from ground with hands holding it, branding consulting basics blog, by Scott Silverman, Los Angeles copywriter and brand consultant.

How many branding consultants don’t get that position comes before brand?

Sadly, far too many. When you offer your branding consultant services to the general public, I think it’s important you tell them exactly from where your brand know-how comes.
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website copywriting blog, by Scott Silverman, Los Angeles copywriter and brand consultant.

When you need to hire a website copy writer, here are 8 things to keep in mind:

Great web copy needs to expand upon and give fresh meaning to your Unique Value Propositions. If you aren’t beginning with a clean brief and a solid strategic center, work with a web copywriter who has the brand strategy and brand consulting experience to help you sharpen your marketing sword.
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art piece brand consulting blog, by Scott Silverman, Los Angeles copywriter and brand discovery.

What Does a Brand Consultant Do?

Too many folks are out there calling themselves brand consultants. In reality, what they provide is image consulting. Drives me nuts. People are investing serious dough into their businesses.
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animated man icon brand strategy business blog, by Scott Silverman, Los Angeles copywriter and brand consultant.

The Catch-22 of Financing Brand Strategy Initiatives

For innovative, progressive companies, it’s a relative no-brainer. The competitive need for curiosity, discovery and the path of exploration (R&D) are already in the bloodstream.
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birds on a wire business development business blog, by Scott Silverman, Los Angeles copywriter and brand consultant.

What’s a copywriter, branding consultant and company naming guy doing consulting on business development for over 20 years?

Not every copywriter, branding consultant or company naming agency will focus this intensely on your business development fundamentals. And that’s my point, exactly.
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ask more questions b2b business blog, by Scott Silverman, Los Angeles copywriter and brand consultant.

B2B branding is quite a bit more challenging than B2C… maybe that’s why I love it so much!

As a Los Angeles branding consultant and the owner of a branding agency, I may not be able to simplify branding into a DIY project, but I can certainly share with you some of the fundamentals.
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blue peacock amongst all white ones brand discovery blog, by Scott Silverman, Los Angeles copywriter and brand consultant.

What are the objectives of brand discovery?

While brand discovery can range from superficial and cosmetic to deep and probing, a typical goal is to provide a starting point for a comprehensive brand assessment.
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man with flashlight at night sky brand discovery copywriting blog, by Scott Silverman, Los Angeles copywriter and brand consultant.

What is brand discovery?

Brand discovery is the process companies undertake to better understand how their unique value exists in relation to target needs and wants, their competitors, marketplace changes and perceived opportunities.
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dog face out car window copywriting blog, by Scott Silverman, Los Angeles copywriter and brand consultant.

Why is personality so important to website copywriting?

Personality matters in website copywriting for the same reasons personality matters in sales… and pretty much everything else! Aside from boring your visitors to death, web copywriting that doesn’t connect you to your visitors isn’t worth much, is it?
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Man with glasses, 8 branding tips for business

8 Branding Tips to Accelerate Small Business Performance

Branding tips so you, too, can increase customer/client interest and enthusiasm You’ve heard (read) me saying it before, but it bears repeating. Branding isn’t what most people think it is. Sure, it includes fancy names, logos and websites, but beneath all of that, there’s something even bigger and more powerful.
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fast food company, Names and Naming blog, by Scott Silverman, Los Angeles copywriter and brand consultant.

As a company naming agency, picking favorites would be like choosing which of your kids you like best. (Sorry, Timmy.)

So, I’m not gonna pick a favorite company name. Not gonna do it. Wouldn’t be prudent. (Man, haven’t made that Bush-Carvey reference in ages!) Nope! Not gonna pick a favorite product name, either.
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3 little pigs standing in a row, who had the better marketing or business development plan? Part Two

Genuine brand marketing consulting isn’t about tools of reach. It’s about unleashing your power to reach.

When you’re a little pig who is hungry (hunger, humility & people smarts – see Lencioni’s The Ideal Team Player) for increased leads, revenue and market share, it doesn’t take long to recognize that you’re first going to have increase interest, understanding and enthusiasm.
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3 little pigs standing in a row, who had the better marketing or business development plan?

Straw, sticks or brick: which little pig had the better marketing and business development plan?

The straw business thinks in the immediate, and only in terms of the transactional and incremental. He/she most commonly asks, “Which marketing, sales and business development tactic should we be employing right this minute?” Chances of ever owning any meaningful marketplace position or identity are blowin’ in the wind.
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