Why Should I Care About Branding?

Basically if you have a product or service you will want to have something that the community will identify with in order to create trust, recognition and ultimately a client, customer, supporter or donor.

What is branding anyway? According to Merriam-Webster’s Dictionary:


noun  brand·ing \ˈbran-diŋ\
Definition:  the promoting of a product or service by identifying it with a particular brand
First Known Use: 1913

Basically if you have a product or service you will want to have something that the community will identify with in order to create trust, recognition and ultimately a client, customer, supporter or donor.

If you are not sure what your brand is or if you have a brand that is helping you move forward successfully, then you will want to take time to identify what that is. How do you want the community to identify with your company or organization?

While there is not a single fix-all solution to formulating a brand, here are a few things to consider as you examine your current branding or begin to move towards a new one all together:

  • What is your Unique Selling or Service Proposition)? [USP click here to learn more]
  • What problem does your product or services solve?
  • What is your tagline
  • What colors represent best what you do? [yes a bit ethereal, but color does matter! Look for a post soon on this]
  • What are your core values, vision and mission for your company?

NEED HELP? Feel free to reach out by emailing silverkeysmedia @ yahoo.com or fill out the form below if you have questions or if you want to schedule a strategy session to get your story on track.

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Five Steps to Create a Solid USP


What is a USP?

A USP is a single sentence or phrase that captures your Unique Selling Proposition. It takes a bit of work to get to this piece of your marketing plan, but it VITAL to understanding the problem your business/organization is solving and what sets you apart from others in your community. A USP gives you a clear identity, lets you target your market and will help you with putting together a solid story. Successful USPs can be used as a company tagline and should be incorporated into all of your marketing activities.

Stand out in a crowd
What makes your company or organization unique


Step 1: Find Your Target?

You need to know who you are targeting. In this first step you need to be a specific and intentional in your wording.. For example, if you are a business coach with an expertise in fundraising, you may identify your target client as non-profits or community based organizations.

Step 2: What is Your Problem?

This is so IMPORTANT! Take some time and think from your prospective clients’ perspective. What problem or challenge do they face that your business can solve?

Step 3: Identify the Benefits

What are 3-5 of the biggest benefits a client gets from choosing to work with your company?What sets you apart from your competition? These benefits should explain why your services would be valuable to your prospective clients and what would compel them to choose you.

Step 4: Define Your Promise

A HUGE part of a USP is what you will promise to your clients, what are you going to do to solve their problems. This are active words.

Step 5: Put it all together

Now take all of the information you have written down and put it all together into one paragraph. There should be some recurring ideas and thoughts, so you’ll want to start merging statements and rewriting in a way that flows and makes sense.You want your final USP to be as specific and simple as possible.

Here are a few links to some great USP examples:




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6 Key Strategies for Marketing Your Business

If you are a business owner, head up an organization or you are your own brand, marketing strategy is crucial to your success. Here are a few key strategies that will  help you to refine your marketing and find your biggest fans.

Know Your Story
The core of your story is your big WHY. This is the reason or reasons why you are doing what you do. What is the passion that drives you? How does your business change your life for the better? Who or what is your reason for all the long hours you put in? If you do not commuicate why you care…you cannot expect others to.

Story Book

Identify Your Unique Selling Proposition (USP)
By identifying what sets you apart, you will be able to play to your strengths. So ask yourself what makes you unique and different from your competition? What is going to persuade someone to exchange money for a product or service….or contribute to your cause? A solid USP will give a certain focus to your marketing.

Establish Your Core Values
These are values that reflect the core principals of your business or organization. These are deeply held values that do not change over time. They are your inner voice and compass that help you reset, revive and keep you on course. It may not make sense why to write these out to start with, but is very powerful to have your values in writing. Don’t be afraid to post these where you can see them on a regular basis.

Focus on a Community Mindset
You don’t have to be a celebrity to have fans. If you focus on developing a community around your business or organization, you will shift how you market. This mindset is not about the hard sell…it is about starting a conversion, offering valuable content and becoming the “go-to” resource for in your industry. Who is your community….Hint: start with the people who you want to attract and work with.


Incorporate A Personal Connection
When you open up and share personal experiences and perspectives, people are more inclined to hear what you have to say. It establishes authenticity, engages and makes you relatable. Whether you are in an industry where personal connection is second nature (like a wedding planner or fitness coach), or if this is a bit more difficult to navigate (like a CPA)…we all have personal experiences that are interesting to our community. So share them!

Communicate Your Expectations
Use your marketing to communicate what your customers, clients or supporters should expect from you. If you do not want to work weekends, then make certain to list your hours of operation and when people should expect to get a hold of you. If it takes two weeks for you to complete a task, market how thorough your process is. This will not only make for a happy user experience, it will also make for a more balance you!


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