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.

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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Los Angeles Branding Agency Technology Case Study:  Lessoneer®

Los Angeles branding agency Articulated Brands® had the unique privilege of consulting upon the re-branding of an education technology (EdTech) company’s SAAS revolutionary product.
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Los Angeles Branding Agency Professional Services Case Study: OrgoDomo®

Los Angeles Branding Agency Articulated Brands® was called in to consult on the re-naming and re-branding of a niche, luxury business.
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Los Angeles Branding Agency Manufacturing Case Study:  Perceptics®

Los Angeles Branding Agency Articulated Brands® was asked to help re-imagine the branding and positioning for the worldwide leader in license plate recognition technology.
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Los Angeles Brand Positioning Consultant & Copywriter Case Study: TPC®

Los Angeles brand positioning consultant and copywriter Silverman was asked to consult on the creative work coming out of TPC, the nationwide consortium of golf courses associated and by the PGA.
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Los Angeles Branding Consultant & Copywriter Case Study:  Kalish & Sons®

Los Angeles Branding Consultant & Copywriter Scott Silverman was asked by fine artist Michael Kalish to consult on the development of a new line of products he was testing on Kickstarter.
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