Have you ever heard the famous saying that you should never judge a book by its cover? Unfortunately, it doesn’t apply to your branding, as numerous of your target audience will judge your business based on the logo, mission, vision, and other outward representation.
Sometimes, the best thing you can do is get a total makeover, a rebrand that reinforces what your business stands for. To help you determine if it’s time to rebrand, here are five signs you should consider:
Your company’s vision has changed
If your business has changed direction over the past few years, that’s a tale sign that it’s time for a rebrand. However, not rebranding when your business has shifted focus could become confusing, causing you to lose many prospects since they can’t understand your brand.
Look into your new purpose, mission, and vision, and think of a way to bring the future of your company into focus. Think about why your business exists, aside from the making money aspect. It will guide you to rebranding your business into something that your target can resonate with.
Targeting a new demographic
When your business grows, there’s bound to be a new or different demographic showing interest in your products and services. That is a great sign and means you need to carter for the new targets.
In that case, your brand will need some tweaks to attract your target demographics. First, you will need to analyze the demographics in question and create a buyer persona that tells you more about who they are.
Your customers don’t know you anymore
There will come a time when your customers might not know who you are anymore, nor what your brand stands for. So if you ask them, “Who are we?” and there’s a common theme in their question, it is a sign your brand needs a rebrand.
The reason is apparent: you need to remind them what your brand is and its purpose. But, according to Barb Jones, rebranding will help you control that burgeoning chaos and define that narrative.
Your brand no longer represents your current status
After many years in business, your status in the marketplace is bound to change. Start by running a competitive analysis to see where your brand stands compared to your competitors. When you understand where you stand, you can rebrand your brand to reflect the current status.
If that sounds like a lot of work, you’re not alone. Many brands prefer to work with experts to rebrand their brands. If that is the case, go ahead and give us a call or fill out our contact form.
Questions You Ask To Develop Your Brand Identity
Building a formidable brand that can stand the test of time is more than coming up with a logo and color palette. It is more than that, and getting it right ensures you forever rent a space in the mind of your target audience.
Think about it, you feel connected to people you identify with. The same is true with brands. It is that feeling that the brand ‘gets’ you, and you’re likely to interact, buy, and even become an ambassador.
To create such a brand, some questions will gear you toward the right path, and they include:
Who is my target market?
Before launching your brand, you’re expected to have developed a buyer persona or customer biodata. This is vital information about your ideal customers that will shape almost every aspect of your brand identity.
Knowing your target market goes beyond knowing their age, location, or income, but their pain points, things that bring them joy, happiness, and pride.
What’s your brand personality?
Your brand has to be relatable to your target market if you must drive them to take action. A brand with a strong personality will always score some like points to its target audience. Take a look at some household names and think about the personality associated with them. This will help you craft out a personality befitting for your business and target.
Who are your competitors?
Unless you’re a monopolist, there are going to be some players offering the same products and services. By knowing who your competitors are, you will come up with a good marketing strategy that converts.
Having competition isn't a bad thing, as it will help you create an objectively better brand identity. That is because you can build on what they’ve already built, creating something better, new, and refreshing.
What’s your story?
Humans are naturally wired to love stories since it engages special areas of the brain. Stories help us to feel a greater sense of connection, letting the oxytocin flow, strengthening our connection.
Your brand story could be how or why you were founded, and how you play a role in the life of your customers. The aim, however, is to make your customers the heroes of your brand stories since it is all about them.
Why trust you?
There are hundreds if not thousands of similar brands out there. Why should your target audience trust you over others? Sometimes you might not know why your customers pick you, and interviews can be a great tool to learn why they trust you. Your brand’s unique trust factors could be transparency, flexibility, or expertise.
That is exactly why our clients choose us, due to our expertise in helping businesses develop a formidable brand identity. Feel free to get in touch with us by calling or fill our contact form to book an appointment.
How To Promote Content on Twitter
Organic reach is becoming a challenge every passing day as long as social media is concerned. It began with Facebook, with the giant platform dropping by over 50% in merely two years. Twitter, on the other hand, is threading the same route.
Whether it's promoting a Twitter account, a tweet, or perhaps a blog post, any marketer knows that getting exposure on Twitter is becoming harder every day. To gain traction often requires a combination of tried and true organic methods, even paid tactics.
So, here’s a way to promote your content on Twitter organically and through paid means.
Watch the numbers
If you want to maximize growth, you need to track your engagement. The reason for this is simple, to learn how your audience is reacting to your content, and when they are most active. Through your Twitter dashboard, you can track such information which in turn helps your content strategy.
If you need media exposure, you need to speak with an influencer. Many believe that influencers are the holy grail of marketing since people are more likely to take recommendations from them.
It is best to work with an influencer in your industry or niche for the best result. Some tools make that possible, such as Topsy, Fedly, Buzzsumo, etc.
Twitter allows business accounts to create ads without hassles. If you’ve got a few bucks to spare, you wouldn't regret running a Twitter paid ad for your business. There is no better way to grow than specifically targeting your ideal market through targeted ads.
It is best to conduct an A&B test when it comes to running ads, to know what works and what doesn’t. Track your performance and optimize for a better outcome.
Develop a content calendar
A content calendar can be super helpful since they help you to plan and preschedule tweets and updates. When creating a calendar, be sure to create a column for hashtags and the actual tweet. It is good to schedule, but also be flexible enough to react during real-time events.
Twitter is driven by trends, and sometimes flexibility entails forgoing what you have laid out and gone with something entirely different.
Hashtags are an incredible invention, a tool of discovery. With hashtags, you improve your exposure level. However, you’ve got to get it right to get the desired result. Before you use any hashtag, research before use since some hashtags have been banned. Also, avoid commemorative hashtags as they always backfire.
Promoting your content on Twitter doesn’t have to be World War III, and following the tips above will help you gain exposure. But if that sounds like a lot of work, then leave it for an expert. Feel free to give us a call, or fill our contact form.
How To Pick a Domain Name
When you’re ready to finally launch your idea to the world, picking a domain name might seem like a hard nut to crack. The reason is simple - a wrong domain name can make or mar your business.
In this article, you’re going to learn a few tips and a useful tool that will help you choose the best domain name and register it without hurdles. Picking a domain name is a stressful process, and we’re here to help you get it right.
As short as possible
The shorter your domain name, the better. Ever wonder why all the three to four-letter domain names are almost taken? Even getting a five-lettered domain name at this age is a treasure. Go for a domain name that is short and memorable. 15 characters at most, as anything longer than that, can become hard to remember.
There are numerous domain name extensions today. Don’t be tempted to use them since your audience is probably ignorant of them. The best extension as far as the internet is concerned is the .com extension. Using other extensions like .blog .ninja, .photography does nothing but make your business appear less trustworthy to your prospects. Avoid the risks and stick with .com.
Unique and brandable
You need a domain name that resonant with your target audience, a name that stands out in their mind. You can take a few ideas from other businesses in your niche, and see how they did it. Not only should it be unique from your competitors, but it should also be brandable. For instance, eBay.com is more brandable compared to goodsonline.com.
Use Domain name generators
If you feel overwhelmed, there are tons of name generators up to the rescue. These free tools can be a lifesaver and can search for your defined keywords for you to choose from. One of the popular ones is Nameboy, and it doesn't hurt to give it a try.
Research your domain name
Before you head over to register your proposed domain name, one last thing you should do is to research the name to see if there’s already a similar name, or perhaps an exert trademark. A simple Google search will save you the headaches of legal battles in the future.
When the coast is clear, you can proceed by registering your domain name as soon as possible before someone else does. Domain names are like real estate, and thousands of people are always looking for brandable names to register for better rates in the future.
It can be a battle, but we can help. Get in touch with us by calling or perhaps fill our contact form.
How To Unify Your Business' Brand Across The Web
A business brand is more than just your company name or your logo. A brand is the way in which your customers and consumers in your target audience see and perceive your business. With enough hard work and the right digital agency on your side, your brand can be strong and positive. The thing about brand development is that it is an ongoing process that never ends. There are plenty of ways to create a unified and powerful brand by doing simple tasks through your Internet presence.
A Web Address
Are you relying on a social media page to act as your company website? Believe it or not, this is an acceptable approach so long as you have a company website address that points to your social media page. If a real website is not in the budget right now, then buying a company URL and pointing that URL at your social media page can help to accomplish the same goals. But it is important to remember that this is only a temporary fix and that a company website is critically important in establishing your brand.
Dress Up Your Emails
A digital agency can set you up with an email template that will make your emails look professional, and you can also add quick reminders about your company and website at the bottom of your emails to promote your brand. Dressing up your emails enhances your company image, and it also gives you a chance to keep your customers updated on what the company is up to.
Your Company Website
Your company website is the focal point of your online marketing programs, but it needs to be consistent with the rest of your online marketing efforts to be effective. Your website needs to contain the same company mottos and information that your emails and social media pages have, and it also needs to have the same logos and color schemes as well. A website that is consistent with your other online marketing efforts is going to reinforce your positive brand and give more power to your overall online presence.
Whenever you get the chance to post something positive about your company online, you need to take it. Any ways that you can think of to get your customers to post positive things about your company online, you should use them.
Reputation management is the process of flooding the Internet with positive information about your company so that it drowns out any disgruntled people trying to start negative conversations. Reputation management is also a very big part of building a strong brand online that is going to bring you a steady stream of new customers and referrals.
Your business brand is the same as your company's reputation. Once you have laid the foundation for your brand, it can be very difficult to change it. That is why it is important to work hard to develop a strong positive reputation for your company, and sustain that reputation as much as possible.
The Internet is one of the first places that potential customers will go to get more information on your company. When you spend the necessary time to establish a positive brand online, then that will translate into new business and a steady stream of new customers.
The Importance of Brand Consistency for Your Business
What does brand consistency mean for your business? A consistent brand is easy for customers to recognize, and it is the result of having all of your marketing programs working together to develop a consistent image. That sounds impressive, but what does it really mean? It means that if you can develop a consistent brand, then you start to become recognized as an industry leader and your company will benefit from all of the perks that come from being considered the best at what you do.
Image Is Extremely Important
Your corporate brand is the reputation you have built throughout your target audience based on your marketing message and your company's actions. When you talk about quality and dedication and back that up with good products and service, then that becomes part of your brand.
A consistent brand is much more than a good logo and a corporate color scheme. It is the way that your customers identify your business, and it is the image your business projects. If you want to build a successful company, then broadcasting a consistent and positive image is extremely important.
Agencies Are The Key
If you want to create a consistent brand, then you need to develop consistent marketing messages across a variety of platforms. The materials you bring to trade shows need to deliver the same message in the same way as your magazine advertisements. The best way to keep all of that information organized and deliver consistency is through an agency.
Maintaining and building your company brand is a full-time job that you simply do not have time to perform. If you want to do it right, then you need to work with a professional agency that knows how to build your brand and deliver a consistent message across every marketing medium that you use.
Make Your Marketing More Powerful
A strong brand makes your marketing more effective and powerful. When your target audience is constantly exposed to your brand building efforts across a variety of platforms, then your marketing becomes recognizable. Your company logo becomes a symbol of quality to your customers that increases sales through your normal distribution networks. Your company name is the only reason customers need to buy your products when your brand is consistent and strong.
Enhance Your Marketing Investment
As you can imagine, a strong brand means that you can start to diversify your marketing programs and spend less money on basic brand building activities. An agency knows how to sustain your brand once it is established, and then continue to grow your brand to make it more valuable.
Expand Your Exposure
A consistent brand can withstand exposure to industries and markets that are outside of your normal target audience. For example, consider the insurance company that is seen advertising at professional hockey games. While the idea of an insurance company and professional ice hockey are not consistent, the strength of the brand means that the added exposure brings in more revenue. Your brand can benefit from the same type of cross-industry exposure when your marketing is strong.
Growing a business becomes a little easier when your target audience recognizes your company's name and associates that name with quality products and services. The only way to have a positive reputation precede your company is to have a consistent brand that creates excitement in your target audience.
Create a Brochure That Gets Responses
Chances are if you’re reading this post that you’re considering creating a brochure for your business but you’re unsure of how to do it the right way in order to make sure you get the kind of response you want. After all, when you add up the costs of getting any piece of marketing collateral developed, it can cost you money. You want to make sure you’re getting a strong return on your investment.
As such, this week we’ll cover a few things every brochure should have so that you can make sure your brochure is as response-friendly as possible.
Remember the acronym AIDA
AIDA stands for Attention, Interest, Desire and Action. In order to be effective, your brochure should grab the reader’s attention, spark interest enough to want to read further and raise the reader’s desire for you product or service. Most importantly it needs to inspire them to want to take a desired action –whether that’s calling, mailing, setting an appointment or making a purchase.
Telling isn’t selling
While it might offend your sensibilities a bit – your customers are less concerned with you and your products as much as they care about what they can do for them. For example, if your headline is ‘matching people and strategy,’ you might as well book a first class ticket for that offer to take a ride on the trash bin express. “Train your team how to land big sales” – well now that’s a totally different animal.
Why act now?
If the idea is to get a response, you need to give people a reason to respond. Is it a time-sensitive special offer that will expire if they don’t act now? Do they save a significant amount of money if they use this, specific offer? Will you be increasing prices and this is the last chance to get them at your current rates? Create motivators for your customers to take action and watch your response rates skyrocket.
Make it easy to respond.
One of the biggest mistakes people make in direct sales is getting distracted and making it more difficult than it needs to be to respond to something. Offer a simple field if it’s an online brochure. Have simple mailers with prepaid postage if it’s direct mail. Offer a specific telephone number and/or place they can go to get exactly what they’re looking for.
Don’t waste space on ineffective imagery.
You might be proud of your office, but trust us – no one else really cares. Use images that speak to the thoughts and desires of your customers. Use images of things that you think your customer could be doing WITH your product or service. Stay away from yourself and focus in on your customers.
Make the copy easy to read.
Don’t be afraid to embrace white space in the design so that it breaks up your text and makes it easier to read and scan. People don’t read blocks of content anymore, so be sure to make your brochure scan able and visually appealing.
Five Branding Basics You Can’t Ignore
Does your business have a brand?
Even if it’s not something you’ve thought about all that much, the chances are that your clients have. You may even already have a reputation for doing a certain type of work unbeknownst to you.
That’s why it’s important to get involved with branding as soon as possible. The biggest lie is that branding is reserved for big businesses like Coke and Nike, but the truth is everyone and everything has a brand that exists in some way, shape or form. As such, it’s important for you to know some of the basic tenants of branding – particularly the ones you can’t possibly ignore.
Here they are:
Consistency – Brands that are recognizable all have the same thing in common – they have consistency throughout. From the font you use to the keeping logos and themes centered on strong, powerful undertones – everything you do needs to reinforce your brand.
Appearance – Like the old saying goes ‘you never have a second chance to make a first impression’ and just as with anything else in life – appearances do matter. People will judge you and your brand on a variety of things, but those first impressions that are made from visiting your website, holding your business card or picking up your brochure speak volumes about you, your business, it’s quality and your capability.
Relevance – You can have great looking collateral and a website with all the bells and whistles, but it it’s not relevant to your target audience, it’s just art. Creating a relevant brand means you need to understand your clients and prospects. That means doing research, talking to them and defining a space that meets their needs, not yours.
Reputation – While reputation takes some time to build, you’ll find that it will evolve into one of your most important assets. Simply put, how you act and what you can say has a tremendous impact on your business – especially for those who feel like reputation management is a myth. Building good brands is based on paying attention to your client’s needs, delivering on your promises and turning in the best work possible – every time. Simply put, the more people trust you, the more likely they are to do business with you.
Presence – Good brands are there, even when we don’t necessarily notice them. Establishing one is based on three key components: advertising, social media and community involvement.
Advertising is an effective way to raise your profile, but most small startups can’t afford it. If you do advertise, make sure it’s in a place where your customers are.
Social media is inexpensive and comes without rules (within reason), which allows you to be incredibly creative in terms of getting your message across. However, it’s important to remember that you need to maintain a consistent voice between the content and your brand.
Community involvement isn’t just something that’s nice to do; it’s the right thing to do. It becomes even better when the good you’re doing in the community lines up with your business goals.
While the components mentioned here are done so in a low-level manner, we can’t stress their importance enough. Stick to these five guidelines, and you’ll be well on your way to building a brand that works.
Four Characteristics of a Good Logo
Logos are an intrinsic part of any businesses’ image. Well designed logos can do wonders for your brand while a bad one can cause lots of damage. Creating a great logo takes a lot of thought and creativity and many elements need to come together in order to get it right.
Whether you’re trying to re-do or are thinking about creating a new logo for your company, there are four key components that will help you best express your company’s needs and image.
Good logos are useful
At their very core, logos are a graphical representation of your company. As such, they need to be portable and versatile; easy to use in any situation. Some logos might look great on paper, but when you apply them to other situations, they don’t fit. Size, colors and versatility all matter – so creating something that works in a wide range of settings is important.
Good logos are memorable
Well-designed logos are unforgettable. Whenever the viewer sees your logo, they should be able to instantly identify what it is you do and what you’re all about. Logos are all about symbolism. Make it memorable!
Good logos have a sense of timelessness
Great logos should be portable and appealing, no matter what the current trends might be. It may need a touch-up here and there, but the right logo is a logo that you can grow and evolve over time without sacrificing its core meaning and symbolism. Long story, long – you want a logo that can work for as long as it can.
Good logos are aesthetically appealing
Ugly, overly-bold logos turn people off and attract the wrong kind of attention. Good logos appeal to the senses – conjuring up positive images of your brand that stir positive emotions about you, your company and its services.
At the end of the day, it’s important to remember that creating a good logo is hard. It can take hours of work, hours of refinement and sometimes it even calls for some outside opinion. Still, it’s one of the most important things you’ll ever do as a business owner and it’s worth the time and effort to make sure you get it right. A good logo can pay huge dividends for years.
How Uniforms Can Help a Business
Uniforms are commonly associated with students, police and fire fighters, but they’re also becoming an increasing social norm in the business world as well. There are several reasons for that, some of which we’ll outline today. Whether or not you’ve ever contemplated a move to uniforms or some sort of a more formalized dress code, every business owner should consider introducing them to their company.
Uniforms passively promote your brand – When your staff is out in public, it not only identifies your company, but also serves as a walking advertisement – to both the people you plan on working with and the people who they’re merely saying ‘hi’ to. It offers a tremendous value, especially to companies with limited advertising budgets.
Uniforms improve security – For bigger businesses with multiple employees, it can help you quickly distinguish between who should – and shouldn’t – be there. In addition, uniforms can deliver functional benefits – like wearer safety. For example, flame existent work wear can help prevent accidents and injuries associated with electrical flashes or flares. Whether it’s physical safety or more of a traditional security setting – uniforms can make you, your business and your workers safer.
Uniforms improve team spirit – Humans have an intrinsic desire to want to be a valued part of a team, group or organization. Having uniforms can foster a spirit of togetherness that improves worker morale and productivity.
Uniforms say ‘competence’ – Uniforms can help inspire confidence in the consumer by announcing that the employee is a professional with knowledge and a willingness to help. A uniform puts the force of your brand’s reputation behind your employee, making them look reliable and trustworthy. It’s also nice for the customer to know who is who on a sales floor. We’ve all been asked for help at a store where we didn’t work. Uniforms can ensure that things like that don’t happen.
Cost savings – By providing your employees with uniforms, there can be financial incentives. Since employees won’t have to fork over substantial chunks of their monthly wages to buy work clothes, they’ll save money. There’s also the social cost savings as well. As clothes are a significant class differentiator, uniforms can convey a sense of unity and equality, thus allowing you to mitigate some of the effects of jealousy and tension that can be created. Removing that element helps create a healthier work environment and promotes better employee-to-employee relationships.