Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
Relationships. Routines. The stuff that tends to get overlooked once the year is fully underway.
Your brand often falls into that same category.
Most organizations don’t ignore their brand on purpose. It just gets pushed aside while everyone focuses on execution. Marketing keeps moving. Projects stack up. Decisions get made. The brand itself doesn’t really get revisited or the regular attention it requires.
Over time, that creates a quiet drift. Messaging starts to sound a little safe. Different teams describe the company in different ways. Decisions take longer because there isn’t a clear gut-check for what fits and what doesn’t. Nothing is broken, but things feel heavier or staler than they should. We often see this when leadership feels aligned, but sales and marketing describe the company differently, or when the website sounds polished but doesn’t match what customers experience.
When the Honeymoon Phase Is Over
This is usually the point where people start asking for more marketing. Sometimes it’s very specific; more channels, more campaigns, a refreshed website. Any of those could be the right move.
But often, what’s really missing is a new and honest look at the brand underneath all that activity.
When a brand is clear, a lot of things start to feel easier. Teams make decisions faster because they know what they’re promoting and protecting. Marketing feels more focused because it has something solid to build from. Customers feel it too, even if they can’t quite explain why your message feels easier to understand than someone else’s.
What “Showing Your Brand Some Love” Actually Looks Like
Giving your brand a little love doesn’t mean starting over or blowing everything up. Most of the time, it just means slowing down long enough to ask a few honest questions and then making the necessary adjustments.
Does our story still line up with where we’re headed? Are we talking about ourselves the same way customers actually experience us? Are we being authentic? If someone new joined the team, would they be able to explain what makes us different without a script?
When those answers are clear, a lot of things get easier. The brand stops being something you manage in the background and becomes something you actually use to make decisions. Marketing becomes more focused. Marketing, sales, operations, all the teams start pulling in the same direction.
A Simple Brand Check-In Goes a Long Way
As the year settles in, this can be a good moment to check in on your brand. And don’t just do it yourself. Talk through those questions with the leadership team or even with a few long-time clients who know you well.
A brand that’s cared for is easier to work with, and easier for people to connect with.
Matt Sonnhalter shares his top takeaways from CONEXPO-CON/AGG, including remote-controlled construction equipment, creative custom crew buttons spotted on the show floor and why attendance may have been slightly down, but the show still felt busy and energetic. Watch the full video below.
Sonnhalter is the leading B2T marketing communications firm to companies that target professional tradesmen in construction, industrial and MRO markets. Sonnhalter developed the acronym “B2T,” which stands for “business-to-tradesmen” to capture the essence of its specialty. Sonnhalter’s brand identity highlights its expertise in marketing to the professional tradesmen. Its tagline, “Not Afraid To Get Our Hands Dirty,” promotes the employees’ willingness to roll up their sleeves and dig deep into clients’ businesses, also, it refers to the market it targets: the tradesmen who work with – and dirty – their hands every day.
Job Description:
Sonnhalter is seeking a summer intern to support the public relations team and gain hands-on experience across all areas of communications. This internship offers the opportunity to build a professional portfolio, think strategically and contribute to media relations, copywriting, market research, social media and more.
Primary Responsibilities:
Write clear and concise copy for news releases, blogs and media pitches.
Develop and update media lists and research relevant publications.
Research social media channels to identify and vet potential influencers.
Support communication initiatives for Sonnhalter’s Annual Tool Drive.
Create engaging social media content for Sonnhalter.
Qualifications:
Must be currently enrolled as a college student with a focus on public relations, communications, marketing, journalism or related field.
Previous industry experience preferred but not required.
Proficiency in Word, Excel and PowerPoint applications.
Applicants must be available to meet in-person as this position is hybrid. This is a paid internship, but credit may be earned as well.
Internship typically runs May through August, with exact dates TBD based on candidates’ availability.
How to Apply
Interested candidates should send their resume to [email protected] with the subject line “Summer PR Internship Application.” Candidates may also include writing samples or portfolio showcasing relevant coursework or experience.
March 11th is dedicated to raising awareness about the vital role plumbing and plumbers play in our daily lives. At Sonnhalter, we deeply appreciate the hard work and commitment of plumbers everywhere. Today, we’re sharing some interesting plumbing facts to highlight the importance of this essential profession.
Did You Know?
Standardized plumbing systems can be traced back to around 3,000 B.C.
Between 2000 and 2015, more than 1 billion people gained access to piped water supplies.
Approximately 0.3% of homes in the U.S. experience minor plumbing leaks.
The global population using safely managed sanitation services grew from 28% in 2000 to 39% in 2015.
A 4-minute shower can now use as little as 24 liters of water.
The dual flush toilet, developed in a small Australian town in 1980, now uses as little as 4.5 liters of water.
Today, we salute the plumbers who keep everything flowing—and prevent it from overflowing. Thank you to the dedicated professionals who answer the call, often without sharing the tales of what they’ve pulled out of pipes!
Matt Sonnhalter shares his top five takeaways from the 2026 International Builders’ Show — from attendance trends and time-saving products for contractors to an unexpected surprise appearance from a Demogorgon. Watch the full video below.
Following is a guest post from our friends over at Long & Short of It, masters of ideation, customer insights and market research. They like to say they “dig and find lots of data and then turn it into actionable insights.” Following is their guest post.
New year, new marketing. But really?
When we usher in a new year, it naturally creates space to reflect on what we want to do differently or better, both personally and professionally. From a marketing standpoint, this is also a good time to consider how to be more effective and efficient with time, investments, strategies, and priorities.
For many organizations, this is also the right time to revisit their marketing fundamentals and make sure strategy, brand, and execution are aligned with business goals.
That said, different is not always better.
Each year seems to bring an accelerated wave of new technologies, shifting demographics, and evolving competitive and economic pressures.
When all of these external changes are swirling around, it’s easy to get overwhelmed about what to focus on and what to do next. This is where stepping back becomes critical.
Regardless of the technology, whether it’s AI, the latest jargon like “vibe marketing,” or the many things outside of your control such as competition, the economy, or trends, the smartest move is often to refocus on the fundamentals.
Focus on what you can control: your brand, your messaging, your budget, and your resources, both internal and external.
What does it mean to focus on the fundamentals?
Focusing on marketing fundamentals means stepping back and evaluating a few core areas that drive long-term performance and better decision-making.
This is a good time to take a closer look at a few key areas.
Your strategic plans
Does your organization have a clear strategic plan? Is your marketing plan aligned with the broader business objectives? If those two aren’t connected, it becomes difficult to make smart decisions about priorities and investments.
Your brand platform
Your brand platform, not your logo or visual identity, should serve as your guiding light. If you haven’t developed one, or if it hasn’t been revisited in several years, now is the time to reassess it.
Do your mission and vision clearly reflect why you exist and what you are working toward long term? Are your values showing up in how you operate, not just how you describe yourself? Does your personality and tone of voice come through consistently in your communications?
Your target audience
When was the last time you conducted research to truly understand your customers? Why they choose you, why they don’t, how they may have changed, and who you might be missing altogether.
Do you understand their path to purchase or engagement, and where friction exists along the way?
Your communications
How well does your messaging resonate with your target audience? Are you being authentic and distinct? Are you reaching people where they are, as efficiently as possible? And how are you measuring whether it’s working?
Too often, organizations focus on the what and move too quickly past the why. We jump from tactic to tactic or chase the next new thing we’re told we need to do to avoid falling behind.
This isn’t to say new technologies don’t matter. They can absolutely play a role. But before jumping to solutions, it’s far more effective to start with the fundamentals.
Strong marketing fundamentals create better decisions, stronger alignment, and more effective execution over time.
Align your marketing with your business goals first. Then make informed decisions about what to do and how to do it.
