Attract Clients You Love with Consistent, Stylish Marketing

Confident female designer working on a digital tablet in redIn building brand awareness, a sales pitch is the hook, and consistent marketing is the “glue” that pulls your visuals and words together in a relatable way.

Marketing is about building relationships, and people commit to brands that seem dependable and trustworthy. Companies lure you in with witty slogans or incredible offers, but it’s a brand’s reliability that keeps you coming back. Customers stay loyal to brands when they feel comfortable and “in sync” with them, and the key to building that dependability is consistent, stylish marketing.

What does that look like in real life?

3 Examples of Brand-Building Marketing

Here are three organizations that do brand consistency well, and some take-home tips you can grab from their examples.

1. Charity: Water

Charity: Water” is a non-profit organization that provides drinking water to people in developing nations.

As of 2019, the organization has raised $370 million, funding 44,000 water projects in 28 countries.

Charity: Water gives 100% of its donations to building water wells in Africa where women and children use yellow jerry cans to carry water back to their villages. The organization’s logo is a goldfinch jerry can that keeps the branding present across all platforms and keeps the charity’s focus top of mind.

Charity: Water has mastered the art of getting people to form personal connections with their brand, including online fundraising campaigns where people can link to personal events like birthdays, marathons, or life milestones. Their highly sharable content always connects incredible impact stories and graphics, including the jerry can logo.

Whether launching a campaign or publishing an annual report, Charity: Water is always on brand.

Takeaways: Build powerful connections with people through relatable stories, engaging participatory campaigns, and on-brand imaging in all you print and share.

2. FedEx

When it absolutely, positively has to be there overnight . . . count on FedEx.

FedEx provides people worldwide with transportation, e-commerce, and business services. Offering “The World On Time,” FedEx has created a strong corporate identity for its professionalism and efficiency.

In addition to reliable service, the brand garnered trust through its “We Understand” campaign, which communicates the pricelessness of people’s treasures, livelihoods, and futures. Packages mean a lot to people, and FedEx hammers this home through story-based marketing, reward programs, and regular social media interactions.

Takeaways: Find slogans and campaigns that get to the heart of what people truly desire: to be heard, understood, and valued. When you think of people as a person – not just a number – they respond.

3. Target

Do people see Target as a discount store?

Probably not. With trendy campaigns and high-end designers, Target delivers more than just products, but an experience.

Beyond quality merchandise at reasonable prices, Target offers easy-to-maneuver layouts, stunning branded displays, and contemporary styles aimed directly at a specific customer persona (higher-income shoppers ages 55 and younger). Target customers appreciate the brand’s sophisticated, affordable merchandise, including an ever-changing array of trendy clothing and home accessories.

Takeaways: Solidify customer personas and identify key themes that bring a fresh, consistent viewpoint through your products and marketing. Match the theme of your marketing with the personal experience people have doing business with you.

An Artful Tapestry

The heart of consistent marketing is your brand message.

Identify personable, engaging themes, and share them through your products, in-store displays, and print pieces. Weave these elements into a beautiful tapestry, and the benefits will last well beyond any savvy marketing campaign!

Build a Lasting Legacy Through Thought Leadership in Your Industry

GettyImages-1090216744.jpgLooking to increase your strategic visibility, gain exposure for your ideas, and change the world in meaningful ways?

Everyone is following someone. Maybe it’s time to engage others, so they follow you!

Facebook GROWs with Print

What does thought leadership look like from an industry perspective? Here’s one example:

In 2018, Facebook launched a thought leadership campaign (GROW) to help leaders grow businesses and networks while challenging the status quo. To communicate complex ideas, the social media empire developed a quarterly print magazine and marketing program aimed at business owners in the United Kingdom and Northern Europe. GROW is sent directly to marketing clients and distributed at select airports and train business lounges to reach top professionals:

“We know that business leaders have limited time for long reads at work, so we’ve also created a physical version with journeys in mind,” said Leila Woodington, Facebook’s head of business marketing in northern Europe.

Facebook’s goal is to position itself as a dominant thought leader among corporate executives or government leaders to grow marketing influence. Facebook understands that combining hard-hitting print with a steady drip of digital content is an especially effective strategy.

People Influencing People

The term “thought leader” is more than a buzzword; it’s a dynamic reality.

People influence people, and thought leaders are those that others respect and follow. Do you want to shape trends, spark movements, or voice unique ideas? Informed individuals can add tremendous value to their field of expertise!

Your ability to shape perspectives will grow as you show yourself to be relatable, engaging, and consistent in three specific ways:

1. Building Connections

Build your engagement quality by cultivating regular contact with close friends and family, with current and former colleagues, or with analysts, writers, or industry leaders.

Engage and follow others through face-to-face networking, regional training opportunities, social media, or online discussion groups. Gain traction as you contribute, follow, share, or add your own commentary to material relevant to your industry. And – as often as you can – share your picture with printed pieces or online content. Matching a face with your voice makes you more memorable, credible, and real.

2. Growing Your Name and Niche

Thought leaders are people who fully immerse themselves in the needs and concerns of their audience. ­­

To stand out from the crowd, concentrate on a niche market or seek to communicate with a specialized group of people. Write, speak, share, and comment on the things most relevant to this area. Think of yourself as a translator (explaining the concerns at hand and interpreting their meaning) or a tour guide (predicting trends, forecasting effects, or helping people interpret what they see). Here you’ll maximize impact, giving people “Aha” moments, or making them think, “Wow, I never thought of it like that!”

Grow your influence by writing articles for publications, requesting to share on panels or policy boards, publishing via social media and printed newsletters, or inquiring about opportunities to speak at events.

Once you establish credibility, you’ll naturally become part of bigger and better opportunities.

3. Educating and Empowering Others

Leaders who inspire loyalty are those who empower others.

Thought leaders don’t just impress people by how “smart” they are – they teach others to produce fruitful results as well. Your focus may be building educational tools, helping people with decision making, or establishing yourself as a one-stop resource with scalable models that bring answers people need.

As you grow your influence, you will advance your career, access new industry opportunities, and create top-of-mind awareness for your business.

5 Keys to a Simple Design Update

GettyImages-807016930.jpgThe United States Open Tennis Championships is a professional tennis tournament that takes place in New York City around Labor Day each summer.

The US Open draws fans from around the world to watch players like Roger Federer, Rafael Nadal, and Serena Williams compete. The 2019 US Open set an all-time attendance record with 737,872 fans coming to the National Tennis Center, with the largest stadium (Arthur Ashe) selling out 23 of 24 sessions.

In 2018, the United States Tennis Association announced it was introducing a new logo for the tournament. This featured a speeding tennis ball with an updated font while dispensing with several elements of the old logo. The previous icon (a flaming ball with a red swoosh) was a dated image that presented challenges in digital media and failed to represent the US Open as a premium sporting brand.

By keeping elements of the original logo, the USTA was able to redesign in a way that captured the excitement and movement of their world-class event. The entire Tennis Center (including grounds, merchandise, and courts) received a surge of energy as the logo came to life at the tournament.

How to Overcome Frumpy Designs

Are your designs starting to fade with age?

After many years in business, your branding may not feel as contemporary as it should. Your 1990’s neon-colored bubble letters could certainly use a fresh take, or maybe your mascot (or your photos) look like they need plastic surgery. Some companies may require a total design overhaul, while others need to freshen up a logo, a catalog, or point of purchase display.

No matter the scope of your project, here are five steps to guide you through graphic re-designs:

1. Start with the focal point

Decide what it is you want viewers to see first.

Unless you have a very symmetrical, consistent design, be sure your focal point leaps out by providing strong contrasts in font size, color, typeface, etc.

2. Organize information into logical groupings

If items are related to each other, group them into closer proximity (like a title with a subtitle or an address with a phone number).

The most important groupings should be the focal point of the page. Create generous visual space between the focal point groupings and less prominent pairings.

3. Build and maintain strong alignments

If you see a strong edge (such as a photograph or vertical line), strengthen this edge by aligning it with other texts or objects within the design.

4. Create repetition

Brainstorm ways that specific colors, symbols, or fonts can be repeated in a design.

In multi-page pieces (like a brochure), create connection through the repetition of bold typeface, spatial arrangements, or unique bullet or list icons. In a simple logo, repetition can be used by highlighting key letters or adding shadows or overlaid shapes for depth.

5. Use bold contrasts

Contrast is everything because the eye is irresistibly attracted to distinct differences.

For example: if all your elements are bold and flashy, nothing will stand out. Contrast a logo with a graphic, a bold typeface with a script font, a dark sidebar with a white text box, or a rigid graphic with a free-flowing tagline.

A Visual Identity That Better Carries Your Brand

When announcing its logo update, the USTA said the new design “better captures and expresses the dynamism of the US Open,” with a visual identity that will confidently carry the tournament forward in years to come.

What about your image? By refreshing your look in five simple steps, you can transform your look from one that drags to one that excites!

Tips to Make Your Brand More Memorable

GettyImages-1065446734.jpgJust Do It.

Think Different.

Have You Had Your Break Today?

You Can’t Beat the Real Thing.

The 1990s brought us many of the world’s most iconic slogans, but certain companies have a corner on memorable branding.

For example, a 2015 survey of 3,000 people in the U.S. and the United Kingdom were shown logos of 100 top global brands, then asked to name and describe those they found most memorable. Nike was at the top (16% of respondents cited it), followed by Apple (at 15.6%), McDonald’s (at 11.1%), and Coca-Cola (at 9.7%).

But aside from logo design or slogan, what makes a brand stick? Experts say it’s a combination of things: some which are inspired, some unusual, and some packaged in the form of contagious stories. The volume of exposure can also increase the likelihood that a brand will stand out, but not many businesses can afford to plaster their logo all over the world.

Increase the “Stickiness” of Your Brand

Use Humor

Don’t be afraid to use humor to promote your brand because humor has staying power and innate personal appeal.

Consider the Super Bowl. This event is as much about the ads as the game, and today people can remember Super Bowl ads from years ago (though they have no idea who competed or won that particular contest).

Release Personalized Content

Who writes your blogs, posts your Facebook notices, or takes your social media photos?

Technology and stock photos make content production easy, but automating the process leaves a bland taste in people’s mouths. Use personalized content whenever possible, and sign the names or signature photos of your staff to the pieces you write. Share examples of personal failures, company celebrations, or hometown references to anchor your content with a more authentic voice.

Create Interactive Communication Channels

Can your customers reach you as easily as you can reach them?

Creating an online brand community enables communication and engages your client. Whether you stick to social media pages or go for a full “gated” membership sites, online brand communities create space for Q&As, meaningful discussions, or offer valuable content that can be accessed by subscribers. This can lead to engaged customer communities, lowered service costs, and greater repeat purchasing.

Launch Giveaway Contests

Giveaways contests are a fast and effective way to build momentum.

Giveaways trigger excitement, anticipation, and a spirit of competition. Any time you can arouse emotion, you’ve been successful! Use giveaways to spark social media sharing, to boost customer engagement, to capture customer testimonials, and to enlarge your e-mail subscriber list.

On-site giveaways also offer a great chance to build excitement through banners, point-of-purchase displays, or oversized decorations. Everyone loves a party!

Memorable Branding Makes Cents

Standing out is a challenge, and small businesses need to work hard to make their voices distinct.

But memorable brands can do more advertising with a small budget because strong branding drives sales and increases customer engagement. Be interactive and have fun, and your customers will too.

5 Ways to Spruce Up Your Holiday Branding

Tis the season to set yourself apart!

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Year-end sales are a crucial part of many small businesses, and this year, the National Retail Federation predicts November and December sales will increase around 4% (for a national total of between $727 and $730 billion!).

With this natural uptick, year-end festivities offer a great opportunity to add extra flourishes to your brand. Clever seasonal packaging can add a homegrown feel to your products or be the deciding factor for customers choosing between your brand and a more generic option. Adding professionalism to your packaging can grab attention, personalize your products, and show that you really care about your clients.

Looking for inspiration? Here are five clever ways to spruce up your holiday messages.

Holiday Packaging Tape

Holiday-themed tape is an easy update to your year-round packaging.

Add a strip to your bubble mailers, a border to the top of your brown bags, or a smidge to seal your gift boxes. These minor updates bring a splash of colors to make your brand pop.

Custom Stickers and Labels

Whether it’s a stocking, a pumpkin pie, or a tree-topping star, custom stickers and labels can be die-cut to the exact shape you want.

Or you can keep things simple with square stickers in the shape of gift boxes. Adding stickers and labels to your envelopes or in-store displays brings a festive touch or a package-sealing alternative.

Gold Foil or Frosted Bags

Want to add shine and turn heads your direction?

Transparency can be a great way to reveal what’s inside your package or cover, with a sophisticated vellum quality that brings structure and depth. Add that frosty feel or a hint of gold in your:

 

  • Translucent window clings or hanging sign displays
  • Clear frosted business cards
  • Frosted tote bags (with optional artwork or logos foil-stamped on the surface)
  • Gold-tinted or frosted interior wrapping (or zipper bags)
  • Translucent wrapping with a gold ribbon
  • Gold foil stamped postcards, flyers, or custom envelope labels

Very Merry Business Cards

If you don’t normally add business cards to your orders, now is the time!

Using festive-themed business cards can bring a colorful element to each of your mailings. Holiday business cards can also make fun custom gift tags for larger parcels or a hangtag add-on for unique products.

Want some extra incentives? Print business cards with key holiday shipping deadlines or January re-order specials.

Cheery Inner Boxes

The holidays are the perfect time to think about inner boxes.

Rather than putting your product directly into a box or a mailer, an additional inner box allows people to gift something directly or to mail it on to others. Printed boxes also offer you a chance to add extra messaging (like under the inside lid) or to add die-cuts with bold, bright fonts.

Custom Packaging That Makes the Season Bright

Whether it’s getting the mail each day or unwrapping a customer appreciation gift, the ”unboxing” process has become a critical part of the customer experience.

Around 45% percent of surveyed people say they were more excited about receiving their order when this included customized wrapping. Want to increase the emotional attachment customers have to your business? From a dash of color on your envelope to a custom print piece, holiday pizzazz can be a part of any business budget.

Want to talk options? Give us a call today!

How to Sell Your Brand Through Story

GettyImages-648215006.jpgHave you ever been introduced to an overly chatty person?

They pause briefly to learn your name, then launch into an extended monologue about their life and interests. After finally “escaping” the interlude, you realize they didn’t ask you a single question.

When you meet someone like this, does it raise a red flag?

This pushy demeanor causes you to lose trust in their entire character. The same can be true in marketing when companies spend too much time talking about themselves instead of authentically connecting with consumers. Without building adequate rapport, marketers prematurely oversell or repel prospects for good.

How can you avoid this mistake? By building connections through story.

The Human to Human Connection

Building brand stories sets buyers at ease and creates the best possible customer experience.

Today’s consumers prefer an increasingly personalized experience, and sharing your brand through story is one of the best ways to build relationships. Brand stories offer a friendly introduction to your company, building trust with a generation that craves distinct, authentic connections.

Many companies don’t think of themselves as a brand or believe they have a story to tell. And that’s just not the case! A brand story isn’t simply a chronological account of your history, it’s a portrait of who you are. Your brand story consists of:

  • What your brand says about itself
  • What your brand does in the world
  • What others believe and say about your brand
  • How people interact with your brand

Here’s an example of one business bringing their story to life:

Chipotle’s Mexican Grill is a brand known for serving “food with integrity.” Chipotle has labeled itself “as real as it gets,” using only 51 ingredients and no heat lamps, freezers, or microwaves. A recent print ad included the line: “For real foods. For real actions. For real change.”

Chipotle seeks to fulfill people’s desire for clean eating and to change the way people think about fast food. The core of this ethos includes respect for farmers, animals, and the environment, and transparent displays of ingredients and producers on every menu. Tipping toward satire, the brand’s recent 51 ingredient billboard campaign featured this phrase: The only ingredient that’s too hard to pronounce at Chipotle is “Chipotle.”

Finding Connection

On a neural level, the brain actually “feels” a story.

Story-based communication brings greater comprehension and allows your listeners to grow in confidence and receptivity because people buy in to what they trust!

To create meaningful customer connections, begin by intentionally discovering who you are talking to and deliver the message your audience wants or needs to engage with.

Build a narrative that is captivating, concise, consistent, and conversational. Then do your best to share this everywhere! Think of your brand story as a steady IV drip of content, delivered to multiple audiences, over many years, in a variety of formats.

Whether it involves large-scale displays, mounted core values, or social media content, ensure your story stays consistent across mediums. Keeping attributes simple and clear will allow consumers to recognize you in every setting and to feel at home with all that your brand stands for.

Bring Your Story to Life

Stories make life interesting because they fulfill curiosity and craving in every person.

Telling your brand story is mission-critical in forging relationships with a generation that desires to buy into more than just a product, but into a narrative that gives meaning and pleasure to their daily lives.

Easy Ideas to Boost Your Social Media Standing

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Social media is an increasingly popular way for brands to connect with consumers. Almost 60% of Americans engage with brands on social media between 1 and 3 times daily.

But pinpointing the right strategy for your business can be a challenge. Need inspiration?

Here are three practical examples of entrepreneurs who are jumping off the screen to convert and keep customers through Facebook, Instagram, and Twitter.

Edge Body Boot Camp

Edge Body Boot Camp (EBBC) uses both Instagram and Facebook to create a vibrant, friendly social media presence.

EBBC uses social media to create a sense of community by incorporating members into their content. Using photos of individuals holding “I survived” chalkboards, personalized posts congratulate people for things like finishing their first workout, completing a 30-day fitness challenge, or achieving a specific goal over time (pounds lost, miles run, etc).

Takeaways: EBBC uses social media to create brand loyalty and inspire repeat customers. Since pictures on Facebook receive 53% more likes than an average post, this is especially effective for boosting engagement. Add hashtags to your photos and they can be used as clickable links on Facebook or you can link all public posts that have the same hashtag (like EBBC’s #isurvived).

Eileen Lanza Realty

Eileen Lanza is a top real estate investor and realtor in the Los Angeles area.

Lanza understands the importance of real-time updates via social media, and leans heavily on Twitter to keep a steady stream of information available to clients. 92% of all user interactions on Twitter are in the form of click links, which can be formatted as a hashtag or as a link to an external website. Lanza often includes both in her tweets: a hashtag at the beginning (i.e. “Just leased in #Larchmont – Spanish style Bungalow . . .” and a second link (which readers can follow for full listings or articles) with an image like this.

Takeaways: Location or event-based hashtags help attract relevant audiences and snag new leads. Images with external web links can grab the eyes and catalyze curiosity in readers.

See Jane Work

“See Jane Work” is a company that sells stylish office and supply solutions for women who want to be successful in organizing their homes, careers, and futures.

As platforms have grown more involved in sales and marketing, revenues for social media sales have expanded quickly as well. See Jane Work uses shoppable Instagram posts (denoted with a small white shopping icon in the corner) to tag products, lead viewers to their website, and to make purchases incredibly easy for users who see something they are dying to have!

Takeaways: Use shoppable posts to showcase products in a natural way through story themes that connect to your brand. “Jane” is a fictional character that embodies everything working women are today, and often shoppable posts show versions of Jane with her own trendy styles and products that are helping her kill it each day.

Keep Your Name Current

Social media can be liberating to individual users but overwhelming to entrepreneurs.

Use these tangible examples for inspiration or plan quarterly content curating sessions with your team to generate ideas and be proactive in your posting. Need help keep your name current and your message fresh? We can help!