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Marketing consultants and agencies alike talk about a variety of different techniques and strategies to build your business’ brand effectively. And while they all have relevance, they all boil down to a few key issues we all need to consider.

One of the first questions I get when I introduce myself and my business to clients and colleagues is, “what is a Sydcam and where did you get that name from?” Well, the response is a pretty simple one, rooted in something I hold near and dear to me – my family. You see, the name Sydcam comes from the names of my two children, my daughter Sydney and my son Cameron. I figured if it works for Mattamy Homes (i.e. Matt and Amy, his two kids), one of the largest home builders in the Toronto area, it could work for me!

I came across a rather interesting article in the June 30, 2010 edition of Marketing magazine that I wanted to share with you. The article talks about one of the more challenging tasks many established businesses face – whether or not to rebrand themselves, and if so, for what purpose (i.e. to go after existing clients in a different way or to target an entirely different client segment).