Category : Branding

Updating Your Brand For A Stronger Identity.

Many businesses and organizations use bits and pieces of what’s come to be called a brand identity. A logo. A business card. Maybe some letterhead with a passing design relationship to other materials past or present. But this fragmented approach never adds up to a memorable statement about what makes a company special. If this situation hits a little too close to home, it may be time for a well-choreographed brand update. Vision. Identity. Brand….

Congratulations On Your Engagement!* (*Or How To Get More Out Of Your Business’ Social Media Efforts)

The ability to connect via social media opens the door to enhanced communication, improved feedback, and valuable information for nurturing relationships. While having a presence on certain platforms is a good start, a lack of engagement can mean wasted time and missed opportunities. Try these techniques to build your online community. Go Where The Target Audience Is. Your customers prefer some platforms over others. If they spend most of their time on Facebook, that’s the place…

Put Your Advertising On The Campaign Trail

Just like political candidates crusading to win the hearts and minds of voters, developing an ad campaign that’s persuasive and powerful can be a potent tool for moving your audience to action. While a creative approach can capture the cultural consciousness, it takes more than a bold idea to break through and produce winning results. Talk the Talk of Your Target Audience. If you want to appeal to people who prefer a bed and breakfast…

A Few Good Moves: Social Media Do’s and Don’ts For Business

With the fast-track evolution of social media networks, staying on top of best practices for business can be a daunting task. What flies? What flops? How can you make little changes that spark better results? Practice these eight basic do’s and don’ts and you’ll start striking a more productive balance between being socially active and faithful to your brand. DON’T Try To Be Everywhere. Be realistic about your social media time investment. If you can’t…

Motivation Makes The (Ad) World Go Round

People purchase products or services for all kinds of reasons. Someone may buy a watch for the practical purpose of having a reliable way to know the time. But the owner of a Rolex or Movado is looking for more than just a means to track the hours – he or she values prestige and status as well. So too, the owner of a hybrid Prius has a different set of priorities than someone who…

Take Your Logo From No-Go To Noteworthy

What’s in a logo? If done well, instant brand recognition and positive messages. Coca-Cola. Harley-Davidson. Nike. Starbucks. When you think of well-known companies, you think of their logos. Brand-savvy graphic artists can translate thoughts about a business into an easily recognizable symbol that will help people instantly identify with it. Equal parts style and statement, your unique logo should represent you in all your communication and marketing efforts. Even when a potential client or customer skims…

Social Media For Business 101

With the spectacular expansion of social media, people are talking and sharing their experiences about almost everything at an unprecedented rate. Whether you’re active on social sites or not, there’s a good chance that somewhere someone is talking about your business. Given the level of activity across a multitude of social platforms, joining the conversation in a way that serves your company well is essential.  Dropping the ball on this can be a lot more…

Your Story, Your Brochure

In a world of web sites, blogs and social media platforms, why bother having an old fashioned brochure? It’s all about telling your story. Directing prospective customers to your web site or urging them to visit you on Facebook are a big part of today’s connect-first-then-sell marketing approach. But a brochure has a vital role to play as well, putting your message in their hands with the credibility and presence of a printed piece that…

Meanwhile Back At The Booth: How To Draw More Traffic At Your Next Trade Show.

It’s a deflating feeling.  Your fee is paid. You’ve made the trip. Invitations were sent to the list of trade show attendees inviting them to stop by your booth. You’re ready for a crowd, but instead of beating a path to your table they linger elsewhere while you drink bad coffee and brood. What went wrong? Trade booth flops are often the result of too little notice paid to the laws of attraction at shows…

An Ad That Gets Results? Now That’s Cool!

It takes more than a bold idea to produce real bottom-line results. Advertising that contains the right elements can be highly effective for getting an audience to pay attention and act. Talk the Talk of Your Target Audience. If you want to appeal to people who frequent upscale restaurants, your ad should describe “gourmet dining and fine wine,” not “hearty chow and cheap drinks.” Creating generic ads that don’t speak the language of potential customers…

Tag, You’re It. How to Create a Memorable Tagline.

A tagline can be a memorable and valuable tool for quickly conveying your brand promise, differentiating you from your competition, and bringing a unifying message to your marketing and communications efforts. Or . . . it can be an empty and senseless exercise in wordplay that leaves people cold and opens you to ridicule, rejection and hostility from men, women and children. Now that you understand what’s at stake when doing the tagline tango, let’s…

Corporate Identity: The Whole is More Than The Sum Of Its Parts.

Many businesses and organizations use bits and pieces of what’s come to be called a corporate identity package. A logo. A business card. Maybe some letterhead with a passing design relationship to other materials past or present. But this fragmented approach never adds up to a memorable statement about what makes a company special. Vision. Identity. Brand. Your corporate identity materials should be strategically formulated, based on the vision you have for your business or…