Ask the Expert: Creative Pinnacle

Building A Brand Is Like Building A House

Christine Larsen Brown

Creative Pinnacle

In many ways, marketing is like building a house – it goes beyond a logo and a website. You need a plan that includes short and long-term goals, and strategies that will attract new customers as well as encourage loyalty, reviews and long-term relationships from your current customer base. In this month’s “Ask the Expert,” Christine Larsen Brown of Creative Pinnacle shares tips and tricks on how your business can build its marketing house.

  1. Build Your Brand

Today, having a business without a website is like having a store in the middle of a city with no sign on the door. If you don’t have a website, or if your website can’t be found, your business just won’t exist or be found by a vast number of potential customers. Even when referred, most new contacts will still check a company’s website before they ever walk in the door or make an appointment. Don’t forget, if your website is not mobile-friendly, your company may not even appear in mobile search results.

  1. Make Your Plan, Work Your Plan

Without a building plan, a house would come crumbling down, and your marketing strategy willas well. Ask yourself: Which social or media platforms do we want to beactive on? What kind of content can we provide? Create a plan, brainstorm ideas—just don’t goin blindly.

Just as the budget for a home dictates what materials you can use, your marketing budget is the same. Be honest with yourself and ask, “Can I achieve my plan with the time, people and money I have?” If you find that your strategy is not working to achieve the goals you have set, look at what your marketing data is telling you and decide what needs to change.

  1. Stay the Course

Once you start executing your strategy, make sure the content you share, and the marketing activities you participate in reflect the goals and ideas of your brand. At its core, marketing is a plan—a strategic plan. All good things take time. Once you start marketing your business, prepare to stay the course, set attainable goals at a realistic budget, and keep a dynamic, but consistent, presence.

Chamber Welcomes Summer Interns

Our Communications Department welcomed two interns for the summer: Alexandra Tulaney is a junior International Business and Marketing major at Saint Joseph’s University in Philadelphia and Chris Davis is a senior Corporate Communications major at Penn State Scranton.

Leadership Lackawanna Announces Award Recipients

Leadership Lackawanna, the region’s premier community leadership development organization, presented awards to several individuals and organizations during its recent 35th Anniversary Celebration. Award recipients are pictured, from left: Gene Munley, Prudential, Lifetime Leadership Award; Alana Roberts, PPL, Alumni Leader of the Year Award; Julie Bialkowski, Penn State Scranton, Class Leader of the Year Award; and State Senator John Blake, Legacy Award.

Leadership Lackawanna Project Impact Exceeds $44,000

This year’s Leadership Lackawanna Core Program graduates recently completed four service projects that raised more than $44,000 in cash and in-kind donations.

As part of the 10-month curriculum, Core Program participants collaborate with local non-profit organizations to complete various projects that impact the community, address a need and result in a tangible end product.

“Ultimately, the purpose of our projects is leadership and community engagement,” said Nicole A. Morristell, director, Leadership Lackawanna. “The outcomes, as indicated by the accomplishments of the Class of 2018, have proven this. I am thrilled about the impact our projects have had on our region. Raising more than $44,000 that stays local is something to be proud of.”

The projects are:

  • Anthracite Heritage Museum: In honor of 250 years of anthracite coal mining in the United States, the Leadership team helped the community to rediscover the Anthracite Heritage Museum. This project had two main goals – to celebrate the museum’s unique history and culture and to increase patronship – and consisted of an event and the creation of a recognition/sponsorship sculpture.
  • Lackawanna Heritage Valley: The group developed a “Founder’s Day” event that celebrated local heritage. This free, family-friendly community event was held at the Olive Street Trailhead along the Downtown Scranton Riverwalk on Saturday, April 28, and contained various exhibits, activities and performances, like historically relevant song and dance from a local theater group.
  • Nay Aug Park, City of Scranton: Located in Nay Aug Park, the Pavilion, formerly known as the Everhart or Marmie Pavilion, was built in 1897. It is among the first buildings erected in the park. The team revitalized and refurbished the pavilion and completed various landscaping tasks.
  • The Farmhouse Sanctuary: Founded in 2016, this farmed animal rescue and rehabilitation sanctuary asked Leadership Lackawanna to replace a small bridge and enhance their walking trails, as well as create a meditation area on the property.
    About The Greater Scranton Chamber of Commerce
    The Greater Scranton Chamber of Commerce is a not-for-profit organization that works to improve the area’s economic environment and quality of life by providing programs and services which stimulate economic growth, promote business prosperity and nurture educational opportunities. For more information about the Chamber, visit

About Leadership Lackawanna
Leadership Lackawanna is northeastern Pennsylvania’s premier community leadership and professional development organization. Its three areas – Core, Executive and Tomorrow’s Leaders Today – enhance the skills and knowledge of emerging and advanced professionals, enabling them to better serve in their organization and communities.  Established in 1982, Leadership Lackawanna has graduated more than 2,000 community leaders. For more information, visit