Strong brand identity makes it easy to remember when customers are looking for a product or service you market. It increases trust and exponentially increases customer loyalty as customers share in your brand values and goals. A strong brand differentiates you from everyone else in your industry - it allows you to cut above the noise. Ultimately, a strong brand identity means increased profitability and longevity. Do You Know What Benefits Can Be Reaped Your Brand Identity?
For many people, design is synonymous with appearance. The design of something is what it looks like, right? Well, to some extent, sure. But design goes way beyond just looks: it's also about function and communication. Good design uses visual elements to clearly, appealingly communicate a message or serve a particular function. It should look great but also work well because design that doesn't can have a major impact on the user experience - and your brand.
Your brand isn’t just that cool business name or that fancy logo. While those things are important, a brand is much more than that. It’s about perception and how your customers view you, view your brand, and view your products. The totality of those perceptions are what make the impressions––both good and bad––that your brand will leave behind, imprinted on their hearts and minds forever. No pressure. While a brand is made up of many things, there are a few key functions that all successful brands have.
A brand is more than a logo or your website's color scheme. It's your business's identity writ large and put out into the world. But that identity doesn't just come out of nowhere. From what you look like to how you sound, your brand's identity is built on top of the scaffolding of a brand strategy - what you stand for, what makes you you, and what kind of success you're reaching for.
You could have the greatest idea for a business, product, or app ever — but if you don't have a strong name to support it, you might struggle to make it a success.
But with so many brands competing for attention and revenue, it can be daunting to even begin thinking about a name. After all, there's more to a brand name than just how it sounds or how much you like it. Read on to learn seven important steps to take when naming your brand.
Farmers brand their cattle for a reason: so you'll never mistake one of their herd for someone else's. Every brand is bold, unique, and the sum of years of hard work. It's the same in business. Your brand identity is the equivalent of Farmer Bill's cattle stamp. It's a mark of who you are and who you're not. Cutting corners, compromising, or failing to police how your brand is presented to the world muddies up that brand promise - and your reputation.
One is not like the other—at least that’s how it should be when it comes to your brand. Unfortunately, many brands appear to simply be echoing the landscape around them, virtually drowning themselves in a sea of “not that different.”
We get it, it can be tough to differentiate yourself and your brand when the internet has essentially leveled the playing field for everyone, big and small. You have to crawl and drag yourself from the pit of the deep to make yourself heard above all the noise. No small feat!
Ever wondered about what makes something art and something else design? Basically, art is primarily concerned with aesthetics, and design is about function first. If you're a designer, an amazing-looking chair that you can't actually sit in is a terrible design. But it might just nab an artist a MacArthur Fellowship.
Everyone wants to be the next Apple or Nike. Or so they say. What they really mean is that they want to be as successful, as awe-inspiring and as beloved as Apple or Nike. Because these two brands are irresistible. They’re among just a handful of brands that have superfans – fans that line up for a new product launch or stay up late to watch a new demo.
If you want your brand to be loved, you've to remember your brand-customer relationship is a RELATIONSHIP. Customer loyalty and trust don't just come out of nowhere. Just like your personal relationships aren't guaranteed without a little work. Thus, we can apply The 5 Love Languages: The Secret to Love that Lasts, albeit creatively, to how your approach connecting with your customers.
It's hard for some of us to imagine a world without smartphones, the internet, and social media. Millennials and Generation Zers have always interacted with friends, family, followers, and even their favorite brands online.
Just like these two generations, there are also brands that are digitally native—meaning their business has only existed in the digital world, and their sales are almost entirely made online. Examples include Zappos, Casper, Bombas, and Warby Parker. On the flip side, you have legacy brick-and-mortar brands like Coke, Pepsi, Microsoft, and Nike that have existed for decades and have had to delve into the digital world to remain relevant.
Your logo design is important. And saying it so simply is such an understatement it feels weird to even state. However, so many young businesses overlook just how important it is. It's not something you can slap together and call it good. Remember, bigger isn't always better. A smart design can make your business stand out more effectively than size.
KISS: keep it simple, stupid. That old phrase is just as relevant today as when it was first trotted out. In fact, it might be even more so. According to a recent study, brands are failing to deliver the simplicity that today's consumers crave. Let's take a look at why simplicity matters, who's getting it right, and how to keep your brand as simple as it can be.
While a strong immune system is one of the population's best bet against viruses, brands need to focus on a similar approach: building up their own immunity. With 55% of temporary business closures since March now permanent, it's clear that COVID-19 presents a serious health risk to the nation's businesses. If the past few months have compromised the health of your brand, here's how to give your business a boost to keep it fighting fit.
Marketing strategies look different based on a variety of factors– the size of a company, its goals, target audience, whether it’s B2B or B2C… the list goes on. However, one thing that should stay the same no matter what kind of business is being run is the presence of a brand style guide.
In life, and in business, you can only get so far when you go it alone. Even sharks, those fearsome creatures of the deep, have developed a mutually beneficial relationship with a species of fish called the remora, which swims alongside - or even attaches itself to - the shark—both species benefit. The remoras get transportation and a free meal, while the sharks enjoy free grooming.
Stealthy, sneaky, and all about the ambush, sharks rely on catching their prey unawares. As marketers, we see something familiar in those sharktastic tactics. They way sharks hunt has a lot in common with guerilla marketing, a kind of surprising, unconventional marketing that pops up out of nowhere and sticks in your mind. No wonder Discovery's Shark Week is so big on the idea.
COVID-19 has reshaped how the world does - and thinks about - business. For the past few months, brands have been navigating shutdowns, lockdowns, shifting market forces, and drastically changing budgets and personnel requirements. But now that there's light at the end of the tunnel, it's time for your brand to shift its mindset from surviving to thriving. Here's how.
Having a powerful personal brand not only opens up new professional opportunities, but it can also give the brands you work for - or with - a boost. But your brand is only as powerful as how visible it is. And these days, brand visibility is closely linked to your online presence. This is why it's vital to ensure that your personal branding strategy includes an on-brand, authoritative website for easy perusal by potential clients, collaborators, investors, or members of the media.
As a small business, you know how important it is to build your brand. Getting the word out there is vital, but so is figuring out what exactly that word is. And the more you try to do one, the more you realize that you need to get the other figured out. Welcome to the complementary, symbiotic concepts of branding and marketing!
If you're a little fuzzy on the difference between the two, don't worry: you're not alone. Even the most seasoned business owners sometimes struggle to figure out where one ends, and the other begins. That's why we've written this primer for you.
The world might be on pause, but your brand shouldn't be. In fact, now is an ideal time to push your brand forward with a brand update, refresh, or overhaul. By using these quieter times to revamp your brand identity or refocus your positioning, you can emerge from lockdown with a fresh, up-to-date brand that grabs consumers' attention in all the right ways. Here's what we anticipate to be the top branding trends of 2020 and beyond.
Much of the country might still be on lockdown during COVID-19, but your brand doesn't have to be. We get that it's unnerving to dip a marketing toe into the ever-shifting waters of our times and that your instinct might be to "go dark" until things feel more certain, but that's the last thing you should be doing. Now is the time to dig in and push forward so that you're in a strong place to weather any market shifts. Here's how.
It happens to the best of us: you spend all that time and effort growing your business, and suddenly you've outgrown your brand. Maybe you've refocused your service offering. Perhaps you've narrowed in on a new audience. Maybe you're doing everything right - but your competitors are doing it better. Or it could be that COVID-19 has got you rethinking who you are and what you stand for.
Calling all coffee lovers! It’s finally here - the fuel that will ignite the fire that burns inside all of us. Our first passion gets us up in the morning. Our second passion keeps us up.
Starterfluid Coffee is a heart-pounding, mind-sharpening, sleep-scaring fuel like the world's never seen before, but sorely wishes it had. Because if history had run on Starterfluid all those what-ifs and could be’s would be done and dusted.
Today's brands are expected to do more than simply sell products or services. Their audiences want them to stand behind particular ideals or beliefs, and to use their reach, clout, and resources to effect change in the world. And not just in the vague "help the planet" or "be kind" way that so many brands have relied on in the past. As the world has become more politicized and divided, and as income, class and racial disparities have become more evident, consumers want brands to openly and assertively stand behind the things that matter to them.
Mother's Day is about more than flowers and chocolates. It's about celebrating the women who shaped us into who we are - and whose lessons and advice influence how we live and work. Here are some of the life lessons from Mom that have turned out to be invaluable in our marketing careers.
Creativity is a key factor in business success. Creative minds are able to bring together ideas and concepts in the novel, engaging ways, with the results being unique brands, incredible innovations, and unbeatable market positioning. However, when you spend your days behind a desk, it's easy for those creative muscles to atrophy.
Here's how to channel your inner creativity.
Social distancing has given us an unlikely star: the Tiger King. A trending topic all over social media, this eponymous star of a new Netflix series has captured the imaginations of the world's quarantined populace. With his blond mullet, sparkly jackets, and unfettered self-belief - culminating in an attempt to run for President - Tiger King is a big, bold, strange and yet somehow captivating personality.
Maybe you’ve heard of it, maybe you haven’t. Boiled down into a nutshell, it’s the process of the tactics and strategies you use to position yourself a certain way in the minds of your customers. It’s the message and story you tell that reveals who you are as a company.
For years now the public conversation has been focused around "disruptors" - brands that seek to become market leaders through a powerful USP. They're different from disruptors. The conversation is shifting towards a new type of powerhouse: the challenger brand.
A challenger brand is a mission-driven company that sets itself apart with a vision for improving things for the customer. It's less about a winner-takes-all competition mindset and more about progressing the category. Challenger brands challenge ideas or processes, not just other companies, as disruptors do. They're about challenging a what, not a who.
Building a great brand requires ongoing work. That's because success is a moving target. Business growth and market shifts impact the overall trajectory of your business, requiring you to adjust and adapt. If your business is losing customers or seeing a drop in sales or revenue, it's time to think about a brand audit.
Raise your hand if when AI entered the everyday home and workplace, all you could think about was Disney Channel's Smart House and the AI system overtaking the family and losing it? Or perhaps the 2001 movie AI that was just a little bit creepy? Anybody?
We've more than entered an age of AI where it doesn't just exist in the plot of sci-fi movies. People are using AI products and services in every part of their daily lives - both at home and at work.
There’s no denying that making, well, just about everything a service these days is a “thing.” From productivity and platforms to identify and infrastructure, XaaS (affectionately dubbed—you guessed it—everything-as-a-service) is a market that’s expanding rapidly.
Gartner predicts that public cloud services worldwide will grow by as much as 17% this year. That means numbers growth from $227.8 billion to $266.4 billion overall, with cloud app services and SaaS brands accounting for $116 billion of that number all on their own.
Magic words are one thing, but brand focus is one of the most important concepts in business marketing. However, it's one that brands are often leery of. This is because brand owners think "focus", they worry that they're giving up potential sales and profits by narrowing their offering. Focus goes against our natural inclination to cast a wide net and capture as wide an audience as possible.
But successful brands know that the danger isn't in being too focused, but rather in being not focused enough.
Christmas is without a doubt one of the greatest stories ever told. It has been passed along through thousands of years, told by both oral and written traditions and has withstood the sands of time. Was Jesus secretly a Branding Genius? We’d say so!
Why is the Christmas story so memorable? A large part is because simply put, stories stick. Stories have staying power. Even bad ones!
‘People think in stories, not statistics.’ - Ariana Huffington
Whether you are trying to appeal to a consumer, a colleague, or a client, stories are an influential tool. People naturally listen, respond, and remember them (especially more than facts and stats). Stories are passed on again and again, and in business, they can be used to help drive you forward. Uri Hasses of Princeton, studied the brain activity of audiences as they listened to a speaker tell a story and the results showed that the speaker and the listener had very similar brain activity. Research suggests that stories can affect employee performance, by allowing them to think, feel, and respond the same way as a character in a story.
Ah, that satisfying thump you get when you set your marketing materials down on the table at a meeting. "Thump value," as it's known in the industry, arises when you've developed a suite of quality, on-brand materials that you can use to impress prospective clients, customers or vendors. Together these say that you're here, you mean business, and you know what you're doing.
Let's explore what it takes to maximize your thump value.
A brand isn’t just about an image, pretty colors on a website or a cool logo. A brand is also about the message, emotions, and value you create for your customers and clients. Every company or brand starts because they want to solve a problem, fill a void, or make something better.
Do you know what your brand's fundamental purpose is? Do your employees? Your company and brand should be built upon your purpose. Having a solid purpose, and knowing what it is, can be a major factor in the overall performance of your business.
Here's how to identify and lead with your brand's purpose.
As you're looking for investments, you may be tempted to focus on your priorities versus those you're seeking investment from. This temptation comes from the very human habit of viewing the world from your standing point, versus that of the person next to you.
When you're pitching to venture capitalists - be it an individual or a firm - you can't afford to ignore their priorities for investment.
Being a brand today is like being a senior in college: you're constantly working at staying socially relevant as new classes come up. Not only is the market moving at a faster pace, but consumers have heightened, more sophisticated expectations of brands. To stay top-of-mind, your brand needs to evolve in a way that differentiates you from competitors while meeting the needs of customers, all without losing your established identity and credibility.
There are a few courses of action your brand can take to stay relevant in 2019.
The days of one-size-fits-all are long gone. Custom, create your own and modify are now common options on menus of products. The "Chipotle-style" of restaurants where you create your order based on available ingredients are commonplace. Consumers now expect tailored experiences adjusted to suit their specific needs, tastes and interests. To meet those expectations, today's brands need to adjust their product and service offerings accordingly.
While much has been made of the idea of personalization, today's businesses should be focused instead of customization. Let's take a look at what this entails and how it can be achieved.
Brand marketing is like a car: it's a handy tool that ticks along, getting you to where you need to be. You only realize how much you rely on it when it's out of action. Unfortunately, it's all too easy to set and forget your marketing approach, assuming that since it's working today it'll be working tomorrow.
Like any vehicle, your marketing plan needs regular TLC. Just as you wouldn't want to forego your regular tuneups, you don't want to skip out on the care and maintenance of your marketing efforts. Sure, you might be able to get away with it in the short term, but sooner or later wear and tear will start to rear its ugly head. And the repair costs will pile up.
Being successful in business is all about solving problems, whether it's for your customers, staff or stakeholders. Every new proposal, plan or initiative should arise from an identified business need.
The same is true of marketing. It can be easy to think of marketing as a "fluffy" creative endeavor whose impact is difficult to quantify. But this is a misnomer. Good marketing is all about solving business problems.
Let's take a look at some of the business challenges that marketing can be used to address.
You've spent countless time and energy perfecting your product, and now it's time to send it out into the world. But what kind of packaging will it be presented in? Of course, you want to keep it safe and secure. But beyond that, you want the packaging to be an extension of your brand – representing who you are as a company.
As a business leader, giving talks and presentations is par for the course. But one bugbear that even the most experienced speaker tends to struggle with is the infamous Powerpoint presentation. Used well, Powerpoint can be an effective tool for engaging your audience and illustrating your point. But all too often these slideshows become unwieldy, repetitive and text-heavy. The outcome is a presentation where your audience is focusing on what's on the screen rather than what you're saying - or worse, they're nodding off.
In today's increasingly competitive business world, it's becoming more and more essential to truly connect with customers, stand out from the crowd and create a brand that is memorable.
Think about sports mascots. Every college has them, as do many great brands. We're not saying you have to have a mascot to be a great brand with bandwagon fans, but we are saying you can learn some lessons from them. After all, they are one of the few branding tools that have withstood the test of time.
Thanks to Marie Kondo, people across the world have been asking themselves, "Does this spark joy?" And if the answer is no, the item goes out the door. She has taught us to tidy up not just our homes, but our lives.
So what does this have to do with marketing? We can learn a lot from this philosophy of simplicity. Marketing designers often reference KISS – Keep It Simple, Stupid. It's a little more brash than Marie Kondo's advice but expresses the same important idea: that many times, less is more.
What do you know about typography? When it comes to branding, typography matters quite a bit. The typeface, negative space, alignment, height...it all communicates subtle messages to your customers.
It's the body language of words. As an element of design, it can be used to guide the eye, giving visual cues. Which, in turn, is why it's important to pay attention to since it can easily turn into a hot mess.
In marketing, rules constantly change as advertisers and businesses discover new and fresh ways to market to their right people, and consumers respond, react, and engage with their favorite brands. One strategy that’s getting bigger is experiential marketing.
You might get the gist just from the name, but basically, you’re creating an ad strategy that helps consumers experience your brand. Some call it an immersive experience, while others call it engagement marketing.
Whatever you call it, think of it like this. Why listen to your favorite singer on YouTube if you can see them live, in action? Because we all know there’s something special about seeing a live show that you just can’t convey adequately through a video or an mp3. It’s immersive, and you have to experience it firsthand to really get the full effect.
Have you ever landed on a website and immediately felt turned off? Sometimes it's really obviously chaotic and overwhelming, other times it just feels out of place or even is disorienting. In all likelihood, you left the website. Plus, you probably didn't bother to look at whatever product or service that brought you to the website in the first place.
We live in an increasingly visual world, and looking the part is critical to thriving in the market. Today's consumers are highly informed when it comes to design and branding, meaning that they'll approach your brand with a sophisticated set of notions and assumptions. To survive market disruption, your brand needs to look great - and it needs to reflect what you do and who you are.
Here's what your brand's visual identity needs to deliver.
There are a number of ways to influence the perception of your company in the public eye. From advertising to marketing to public relations, you have a cornucopia of options before you to solidify your brand and interact with customers. But what's the difference between them all? Read on to find out.
Most brands know that they need to stand out, but when it comes time to execute, many take the safe route. They compete with the market, instead of trying to break out ahead of the curve. But differentiation is one of the most important elements of a successful brand. If you aren’t different, you are dying. To stand out in the sea of sameness, you must differentiate your brand through a seamless choreography of messaging, branding, product offerings, and communications.
For many years, marketing and advertising have used rationality behind their advertising campaigns. After all, it just makes sense. The reasoning is that if you hit people with enough information about features and give them a cool USP (unique selling point), logic will prevail. The consumer will digest all the facts and data, realize your brand offers exactly what they’re looking for, and make a perfectly rational buying decision. Except erm… no. That’s rarely what happens.
This is not a case of
With all the marketing, branding and advertising jargon out there today, it's easy to get confused. You've probably heard a lot about the importance of a brand strategy as well as the hot topic of content marketing. But what's the difference? We are here to tell you and help you understand how they work together to strengthen your brand.
Creative giants have long ruled the advertising world, but times are changing. Small creative agencies are proving that mighty is more potent than massive. Big brands are working with smaller creative shops, swapping bureaucracy for innovation and agility. Small agencies cut through the noise, think outside the box, care about the work, and attract top talent who want to work closely with their clients.
For big ideas, it’s best to think small. Here are a few reasons why you should choose a small creative agency:
No one likes taking tests. Tests are stressful and anxiety-inducing. But, as much as we hate to admit it, they might just be a necessary evil.
That's why we're going to ask you to test your brand. Now before you start sweating or stress eating that bag of Goldfish, just remember that this test can only help your company improve. And we promise we won't send you home with a note for your parents if you don't do as well as expected.
In case you need a refresher on what exactly a brand is, it's the overall perception of your business in the mind of the public. It's the culmination of your company's personality, visual presence, voice, and psychological associations.
All brands are promises. A successful brand is one that delivers on that promise consistently. Like pinky swears made to friends, a brand promise begins with a simple verbal pledge – but the real value lies in the unspoken commitment to those words for days, months and years to come.
Humans are a storytelling species. We have always used
It's a dog eat dog world out there today. In order to survive, it's uber important for your brand to stand out, be recognizable and be unique.
Branding and business have everything to do with what we presume about human behavior, based on our research. And branding, especially in this digital age, has everything to do with the visual.
Brand partnerships that work don’t happen by accident. They are born of thoughtful collaboration, strategic thinking and a realistic vision shared by both parties.
When done right, brand partnerships can have the power to elevate both brands. But, you can't force a connection. There's gotta be a spark. You want to have common ground with the other brand, but not so much common ground that you're competing with each other.
No longer is it enough for a business to merely be a corporate brand and business entity. The companies that are succeeding in today’s culture are the ones that are learning how to humanize their brand and resonate not just with customers as a whole, but customers as individuals.
No longer is it enough for a brand to merely do business with people. No longer is it enough for brands to merely be social and engage their customers and clients. Now it is important for businesses to do both of the above, as well as humanize themselves and simply, “be real,” with customers today.
Millennials used to be the biggest buzzword in marketing. For years, brands were scrambling to find new ways to tailor their content to meet the younger demographic. Sometimes it worked (like with Spotify’s New Year’s campaign) and sometimes it didn’t (see: Pepsi’s disastrous Kendall Jenner commercial). However, as 2018 comes to a close, we’re faced with another grim reminder that we’re not only getting older, but Millennials are too. In fact, Generation Z is set to outnumber Millennials in 2019 and is set to become the next biggest target group.
Today's brands bridge the digital and the physical in a complexity of ways. You interact with customers in-person or in-store, through social media, via your website and through physical assets such as packaging or marketing collateral.
If you’re scratching your head, asking yourself what the heck a brand positioning statement even is, keep reading. We’ve got you covered. In a nutshell, a brand positioning statement is your mission, condensed down into a sentence. Think of it as similar to a logline or the premise of a story, found in fiction and television. Except this one is about you and your business.
Do you know your audience as well as you should? Unfortunately, not taking the time to research your market is one of the most common mistakes brands make, and it’s one of the biggest factors that can help turn any campaign from a sizzling dud into a star.
What do you think when you think of luxury? Sure, Louis Vuitton bags, Lambos, and bottles of Dom Perignon spring to mind, but the term may not be as regal as you think. By definition, luxury brands are ones that provide a sense of exclusiveness; they’re brands that have built a reputation out of offering a highly personalized service that typically exceeds expectations.
With the release of Interbrand’s yearly Best Global Brands report earlier this month, luxury was far and away this year’s best-performing category. In fact, luxury products increased an impressive 42% from last year. It seems everyone’s hopping on the luxury bandwagon these days -- from tech companies to budget brands and more.
It's no longer enough for your business to simply sell a great product or service. Plenty of businesses do! Increasingly, consumers shop based on whether a company aligns with their goals, purpose or outlook. To reach them, your business needs to stand for something.
But in a world of content marketing, standing for something is about more than simply listing a handful of pillars on your website. It's about showing those values through your actions, partnerships, and campaigns.
Have your eyes ever started to glaze over as people threw around a bunch of marketing jargon? You're not alone. This is especially true in the realm of branding. I mean, how many terms can you possibly make with the word "brand?" Turns out, a lot.
So if you'd like a quick-and-easy guide to branding terminology, keep this post handy and you'll sound like an expert in no time.
Most companies will need to rebrand/refresh their brand at least once during a ten year period. But, how do you know when the right time is? We know it can be a painful process - you're invested in it, attached to it and it's hard to let go. But, there always comes the time for a new chapter as your company evolves.
Buyer-centric strategy: You're the owner of a business that puts a lot of effort into marketing a product you believe in. You've spent time and money building buzz and testing the waters on which techniques encourage your target customers to open their wallets.
You're careful with your messaging and try to shape your customers' view of your brand and product. You focus on differentiating yourself from the competition, showing why your product is the only solution for your customers' problems.
Simple brands are iconic brands. They benefit from clarity, focus and transparency. They stand out, stand apart and rise above the noise.
When building or defining a brand it's natural to want to include everything. Especially if you're an entrepreneur and your brand is basically you. There's a lot that you want to communicate, and you want to make sure that people understand it.
Overhauling the look feel, or even name of your brand is a big deal. So much so that many brands struggle to pull the trigger a rebrand — often to the detriment of their bottom line.
Overhauling your brand can help refresh your brand's image. Done well, it brings you up to date and into focus. Done poorly, it can do away with years of carefully developed brand equity and consumer recognition.
Great brands evoke something in consumers. When consumers feel something about a brand, they're more engaged, more loyal, and more likely to take action.
Naming your company is probably one of the biggest branding challenges you'll face. How do you come up with a name that reflects who you are, what you do and what you stand for? A name that becomes an icon of your category, while also leaving room for growth and expansion?
Simplifying your brand is like decluttering your house. You know it's going to be good for you, but like that awesome kitchen gadget you bought on late night TV maybe you really will use one day. Here's our advice for kitchen gadgets and cluttered brands: if in doubt, throw it out.
Our clients are often completely on board with simplification until it comes to pulling the trigger. Sometimes they're worried about brand equity with an old style, communicating their offerings, not showcasing every little detail or being heard with less. Simplifying your brand may seem like a risk, but it's actually the best investment you'll ever make. Here's why.
Simplicity arises from understanding. Simple brands aren't unfinished or unsophisticated. They're brands with absolute clarity of purpose.
Simple branding evokes rather than describes. It inspires rather than convinces. It's stripped-back, iconic and authentic. And it's linked with brand success.
Once you go simple, you never go back. Let's take a look at some of the places simplicity is taking over.
"So, what's your story?"
It's a question we ask clients all the time. In fact, it's a question that people are always asking. Your story is what defines you, your values and your purpose. It creates a personal connection between you and your audience.
Too often simplicity is equated with being easy or undemanding. In fact, simplicity is the opposite. It's not about cutting corners or dumbing things down. It's a purposeful decluttering. It's the outcome of thoroughly considering a problem and its solution — and providing only what is needed.
If you missed part one of this series, be sure to check it out here.
We all know there are some things you just shouldn’t skip over when it comes to building a business that’s profitable. One of those vital elements is your brand. This includes creating it and maintaining it, which is where that branding survival kit can come in handy. In the last post, we covered four essentials necessary for a well-stocked kit. Today, we’ll cover six more.
You know you’ve got one. That hidden “survival bag” you’ve got tucked away for the zombie apocalypse, so that when the time comes, you can grab it and make haste to safer ground. And with today’s current climate and all the natural disasters going on, that hidden survival bag becomes even more important.
’Tis the season! You know, that time of year to start sending out holiday trinkets to all your favorite clients? (C’mon, you know you’ve got them!)
Along with the gift, you’ll want to include a holiday card that is eye catching, yet still nails your brand message. After all, conveying brand messaging is always a top goal in collateral, and that shouldn’t change when it comes to holiday cards and seasonal email blasts.
The Phenomenon of Brand Loyalty
In the world of advertising and marketing, the word ‘brand’ gets tossed around a lot. Some companies think of branding as a cool-looking logo, a rhetorical catchphrase and a uniform color scheme. However, just feeding a brand to the masses, won’t always create loyalty and raving fans. In fact, it’s said that 89% of consumers don’t feel a connection to their chosen brands. Shocking, right?
the style and appearance of printed matter.
the art or procedure of arranging type or processing data and printing from it.
As a designer, I spend a lot of time choosing the perfect type face for brands for established corporations. The reality is they all require a well thought out typeface strategy for their marketing collateral to evoke a certain brand look and feel.
So in the spirit of Halloween here are my top scary bad fonts to absolutely put to rest, and scary good fonts to consider when creating any type of collateral for your brand. For fun we tied these fonts (both good and bad) into Halloween rhymes.
Here are some of the best and worst fonts for branding...
Ever heard of such famous companies as Backrub? The Sound of Music? What about Blue Ribbon Sports? Of course, you haven’t. These were the original names considered for Google, Best Buy and Nike. A business name can make or break a company, especially in today’s crowded digital and mobile world. A simple, easily remembered name can also be immeasurably helpful in your marketing and branding efforts. Let’s consider these three names to illustrate what we mean.
Students form their perceptions of brand image, identity and meaning before enrolling at a university — and they continue to evolve during and after graduation.
The Best Seven Seconds You’ll Ever Send – Why Email Signatures Matter
One of our favorite questions to ask a new branding client is, “If you have seven seconds to tell your story, what would you say?” With internet speeds approaching warp speed, we are no longer managing emails at the pace of dial-up. The average person’s attention span is less than 3 seconds probably shorter and with the flurry of emails that get sent daily, no one has time to digest a lengthy, link-filled and graphically styled email signature. Here are a few ways to keep your email signature simple while still serving your business goals and objectives for the long haul.
Has your brand messaging kept up with your business? Does it reflect who you are now and what makes your company different and better? The following are four key topics that will show you if your brand content is working for or against you.