Amber Anderson

As a leader your job is to produce business results, but at some point you may find yourself in a vulnerable position. A sick child or parent. The loss of a loved one. Financial issues or a mental health lapse. You’re human, and there’s life outside of business.
I’ve been an entrepreneur for over a decade, and lots of life events have challenged me to be vulnerable. One of the most challenging was the premature delivery of my son. I was seven months pregnant when my water broke at work. I was...

A year-end marketing review allows you to analyze your performance, acknowledge your accomplishments, learn from your misses, and plot a course for the year ahead.
Every year my team and I review our marketing plans and identify ways we can make the next year better. We call it our annual year-end marketing review.
A marketing review allows you to analyze your performance, acknowledge your accomplishments, learn from your misses, and plot a course for the year ahead. They’re like annual check...

If someone's landed on your 'About Us' page, they're not just curious about what you do; they're likely interested in who you are. It's like walking into a room and making that first impression – you want it to count. Sharing the most integral parts of your brand story, in a voice and tone that's distinctly yours, can help you stand out to customers who share your vision and values. This isn't just about setting you apart from the competition but inviting people to join you on your journey.
M...

How can brands create loyal customer communities? To start, they can look to sports teams for inspiration. According to football team marketing manager Briana Rossi, her team grew its following by listening, learning, and employing a brand activation strategy that celebrates and weaves fan experiences into the fabric of the team's identity.
Brands can try similar tactics to engage and solidify their customer bases for ongoing brand loyalty.
Creating Loyal Fans With Brand Activation
Brand acti...

Your customers are more than what they're buying. By understanding their needs, you can help them connect to your business.
With so many e-commerce businesses fighting for attention online, brick-and-mortar stores have a unique opportunity to connect with customers. In-store shopping is about more than selling products – it’s your chance to create an experience that will keep your customers coming back for more. Understanding what motivates your customers and designing your store around their...

As a brand, if you can provide your customers with products or services they love, they can more easily become invested in your success. They'll more likely wait in line for your store to open, leave positive reviews, and refer their friends. Some customers even form online groups to discuss products and how to use them. These loyal customers can provide valuable insights and marketing opportunities for a brand.
In today's market, brands are continuously trying to outdo one another. However, ...

Before holiday decor sweeps through our social media feeds, big retailers are preparing for the holiday rush. The holiday season is a marathon, not a sprint: success often relies on our ability to focus and execute on a well-thought-out plan. Here are some tips I’ve learned through personal experience and as a marketing consultant at my studio, Tote + Pears.
1. Start early.
Months, even years, before those first holiday decorations appear, I'm already deep into planning. What’s trending? Who ...

A brand is a living, breathing thing that needs attention to stay relevant. Fortunately, there’s a tool that can help your brand remain strong. It’s called the brand audit.
For over a decade, I’ve been conducting brand audits for businesses ranging from startups to corporations, and the businesses that perform brand audits regularly tend to achieve the most growth.
At my marketing studio, Tote + Pears, we perform a comprehensive brand audit every year to ensure our brand continues to meet our...

Imagine that each time someone encounters your brand, they're not just seeing a logo or hearing a tagline – they're stepping into your story. This is the essence of meaningful marketing, where the core 'why' of your business shines, inviting those with shared values to find and connect with your brand on a deeply personal level.
This approach goes beyond the traditional marketing playbook. It's about building a brand story that weaves together your personal beliefs, your business's mission, a...