E-Commerce Revolution

Category: Design

  • 5 Steps to Improving Customer Engagement with Your Homepage Design

    5 Steps to Improving Customer Engagement with Your Homepage Design

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    You have built your company website with great expectations and aspirations.

    Many companies miss the mark when it comes to engaging their customers – especially on their homepage. You only have seconds to grab their attention before they move onto a competitor’s website. You need to be strategic on how you are speaking to that prospective customer effectively.

    Here are five steps to get your home page updated to target your customer more effectively.

    1. The Header Area

    This is the first impression that someone sees – Your logo, website navigation, and your contact information. It all needs to be in this area. The navigation should have a proper breakdown of what you offer for services, about your company, and other valuable information in a simple way. 4 to 6 tabs should give it proper focus. If your site is rich in content, add additional pages as pull-down menus under each tab.You should also have an easy way to get in contact with you by phone or email. Or if your site is a service focused site, make it easy to signup for your service.

    2. The Slider and Main Message Area

    This area is where you can showcase your story, your brand, and how you attract their attention emotionally. Use dynamic photography to capture that emotion to draw them in. A headline message should be very focused on what you offer. Speak to a pain point or question that they may be asking themselves, how can they help me?

    3. Main Content Area

    Being very direct with your offerings. This is key to driving your customers deeper into your site. A simple and clean approach to your content will help them understand what you offer. Highlight your top 3 to 5 services with visual boxes or icons. Along with a brief explanation of what you offer in terms of how you will solve their needs.

    4. Call to Actions

    Drive the customer to contact you or offer a free product such as an ebook or whitepaper to show the value that you can bring to them. Building that trust is key to future business with prospective clients.

    5. Footer Area

    The lower section of the website is like a drawer of a desk or kitchen. Giving them ways to find the tools that you offer quickly. Listing your most recent blog posts, quick links to other pages in the site that are most valuable, an email signup for your newsletter, and contact information. This allows other ways to engage with your business.

    Your home page is your first impression of your business to your prospective client. Create ways to engage with them and draw them deeper into your site, along with ways to connect with you for future sales. Creating value and Brand loyalty through your offerings will grow trust, and in time, turn those browsers into future customers.[/vc_column_text][us_btn label=”View Some Examples of Our Client’s Websites” link=”url:%2Fweb-design-agency%2F|||” style=”5″ css=”.vc_custom_1564200968062{margin-top: 20px !important;margin-bottom: 20px !important;}”][vc_column_text]

    How is your business doing for your online presence and marketing? If you feel you are missing customers when they come to your site, give us a call to setup a free consultation to see how we can help you with your website.

    [/vc_column_text][us_btn label=”Contact Us to Setup a FREE Consultation Today” link=”url:%2Fgraphic-design-agencies%2F|||” style=”3″ css=”.vc_custom_1564194164896{margin-top: 20px !important;}”][/vc_column][/vc_row]

  • Creating the Right Trade Show Experience

    Creating the Right Trade Show Experience

    [vc_row][vc_column][vc_column_text]When you think of trade shows you attended, which ones were the most valuable and why? It might be because you were drawn into the booth by the attractive design, signage leading you to the booth, and/or advance publicity. Part of that positive experience may include the personnel manning the booth who engaged you while you were there. You probably remember the booth because of the follow up after the show.

    On the other hand, you may remember some trade shows that were memorable in the wrong way. Perhaps you encountered an overly aggressive salesperson from the booth. Or on the other hand, you saw booth representatives sitting behind a table staring at their smart phones. They seemed to care less if you might be interested in their product or services. How do you make your trade show booth and experience for your company memorable in the right way? Read on.

    Is Smaller Better?

    You’ll recall that last month we covered the planning part of trade shows; the advance work that is necessary and how to promote your booth on the Internet and social. Creating the right trade-show experience starts with your booth. While a 10′ x 10′ booth may not seem like much space, you can still fit in creative elements. You can include retractable banners, an LED screen showing videos, and brochures and other promotional materials. Please note that small booths are not necessarily a bad thing. Consider there is less space for prospects to wander in and out of your booth without getting noticed. You will have more opportunities to engage them quickly.

     

    [/vc_column_text][us_btn label=”View Examples of Some of Our Client’s Trade Show Displays” link=”url:http%3A%2F%2Fwww.serffcreative.com%2FneW_5ite%2Fgraphic-designer%2Ftrade-show-display-design%2F|||” style=”5″ align=”center”][us_separator][vc_column_text]

    Going Big

    Having a mid-size booth such as a 20′ x 20′, a 30′ x 30′ or larger is a dream of some companies. It allows ample space without having to squeeze into a tiny space. To draw attention to your booth, it’s a good idea to have ceiling banners that guests can see from far away, especially if you are exhibiting at a very large show. If you have the space, have a seating area for guests to rest their feet so you can engage them in conversation. Possible other ideas are a relaxed office area where you can have meaningful discussions or negotiate with customers one on one. And since you have the space, incorporate technology to promote your product or service. Large screens with company videos or better yet, interactive technology that will capture the attention of would-be customers are great ideas. Other good ideas are prize giveaways, free food and beverages, and company-branded merchandise.

    Plan for Success

    Whether you have a small, medium, or large booth, it’s important to really think through all aspects of booth design. This includes graphics and colors that are consistent with your brand. You want to be sure you have personnel that look professional and are trained on what to say and what not to say. As mentioned at the beginning, it’s also extremely important to follow up with prospects after the show. Provide prizes and company-branded merchandise in exchange for their email address. Build your network and stay in touch with frequent emails.

    If the details of setting your company up for a successful tradeshow are overwhelming to you, we’re here to help.[/vc_column_text][us_btn label=”Simply Contact the Experts at Serff Creative Group” link=”url:http%3A%2F%2Fwww.serffcreative.com%2FneW_5ite%2Fgraphic-design-agencies%2F|||” style=”3″][vc_column_text]Images courtesy of Air Conditioning Contractors of America Association, Inc. (ACCA)[/vc_column_text][/vc_column][/vc_row]

  • How to Achieve Results with Landing Pages

    How to Achieve Results with Landing Pages

    [vc_row][vc_column][vc_column_text]For business success, we know that a website needs to be uniquely branded. We easily recognize brands and some of those elements. Not as well-known are two website elements; the difference between home pages and landing pages. What is the difference? And why is it important to have effective home and landing pages? Before we answer that question, let’s define what they are.

    Home Page

    A home page is what viewers see when they first go to your website, i.e., serffcreative.com. The home page should be like the front entrance to your home. You want the entrance to your home and your company website to feel warm and inviting. Guests enter your home in just seconds. Studies show that on average, visitors to your website spend less than 10 seconds on the home page. So your home page needs to intrigue them enough to click to another part of your website.

    Landing Page

    A landing page is where viewers go to get more information on your company services or products. Additionally, it is a place where you can get more information about your prospect.

    What goes where?

    To clear up any confusion about what belongs where, effective home pages should have these elements:

    • A succinct, yet comprehensive overview of your business and its products and services
    • Inspiration for the visitor to go to another page to learn more about a product or service
    • Information about how to further connect with you: email, phone number, and social media links

    Landing pages, rather than having general information for your services, it should:

    • Receive traffic from other sources such as an email campaign, a downloadable case study, or ad
    • Achieve a specific goal
    • List targeted, individual services that prompt the user to take a specifically defined action
    • Focus on a single topic or offer and get right to the point
    • Prompt the user to want more information about the product or services your company offers.

    Are your pages successful?

    A good pass or fail test for a homepage is when a viewer, who knows nothing about you or your business, can view it for 10 seconds or less and give you basic information about it. Landing pages should be designed as a response page, which will pass or fail based on getting conversions. A good rule of thumb to indicate if your homepage is effective, are your analytics. Does it receive multiple clicks to your landing pages? You also want responses to your website ads and downloads to case studies.

    Use your Home Page and Landing Pages to your advantage

    An overwhelming majority of new customers use your webpage to first learn about your business. When that is effective, clicks to your landing pages are absolutely critical to your business success. Get the results you want with a great design.[/vc_column_text][us_btn label=”Contact Us Today for a Free Consultation!” link=”url:http%3A%2F%2Fwww.serffcreative.com%2FneW_5ite%2Fgraphic-design-agencies%2F|||” style=”3″][/vc_column][/vc_row]

  • Measuring the Value of Your Company’s Branding

    Measuring the Value of Your Company’s Branding

    [vc_row][vc_column][vc_column_text]Pretend you’re the CMO of “Big Company X” and over the last several weeks you and your marketing team have worked overtime to prepare the marketing plan and strategy for the next fiscal year. Then the day comes for you to present your plan to your fellow C-suite executives. You pour over the details of the marketing plan with enthusiasm, communicating what you think is the need for marketing dollars to be spent in this and that area. Then the CFO stands up and demands to know how your plan will create brand equity and value to customers and stockholders. How would you answer?

    Well, you’re not the CMO of “Big Company X”. You’re the owner or proprietor of your own business. Being the chief marketer is just one of the hats you wear, along with chief financial guru. Franky, you too wonder what the concrete value your brand has, and you’re not sure what brand equity is.

    Defining brand value and equity

    Brand value is the dollars and cents of the brand or financial value shown on a balance sheet. Brand equity, while harder to define, is generally made up of your customers’ knowledge, attitude, perceptions and behaviors toward your brand. The better your brand equity is the more brand value you’ll bring to the bottom line.

    How to increase brand value with brand equity

    There are several steps you can put in place to increase your brand equity and value:

    • Measure the results of your marketing campaigns, such as getting positive feedback on social media posts, blogs and print marketing efforts. If you are not getting the results you need or if they get stagnant, retool them for a more positive impact.
    • Listen to your customers. What products or services most interest them? What do they get excited about and what do they not like? When they express passion about your brand, get them to open-up and share details. When they are dissatisfied, show humility, listen to them and then seek to overcome it.
    • Make sure customers have channels to express their feedback. These can include comment cards, surveys, social media channels, comment areas on blog posts and web-sites, and asking them face-to-face what they think of your product and services.
    • Storytelling – talk about your real customers’ experiences and what your products and services mean to them. Another aspect of storytelling is to show how your brand supports the community. Share images of both your customers with their story and pictures of your community involvement.

    Back to the boardroom

    The next time your CFO or the one wearing a CFO hat (you) questions your marketing budget and how you are going to go about creating brand equity and value, you’ll now be more equipped to answer that question. You’ll be able to put concrete plans in place to make your company more valuable.

    How do we measure up?

    Last, how are we creating value and equity in your brand? We at Serff Creative Group want to know how we measure up with you. Please take a few moments to jot down your thoughts on the comment section of this blog, call us at 303.537.8705, email us at info@serffcreative.com or post it on Facebook or Twitter.

    Top Branding Agencies of 2020 according to DesignRush[/vc_column_text][/vc_column][/vc_row]

  • Why Businesses Need Strong Logos as a Piece of Their Marketing Strategies

    Why Businesses Need Strong Logos as a Piece of Their Marketing Strategies

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    As a small business owner, whether you’re an expert marketer or someone who dabbles in it, you know the importance of appropriately branding and marketing your business. The branding and marketing mix includes the subject of this blog (logo design), along with what we have covered in previous blogs; website branding, having your brand consistently represented on social media, and branding that goes beyond your logo. To zero in on logo design, there are several elements that often come into play.

    Simplicity is Key

    What is a logo? Simply stated, it’s the graphic and visual identifier for your brand. A logo is like a key that opens the door to a big, beautiful home. A thoughtfully designed logo will open-up customers to your business. A poorly designed logo will keep customers out. Simplicity is key to a properly designed logo. Case in point, if I were to flash in front of you several logos; the Apple logo, the Nike logo, or the “f” from Facebook, instantly you’d identify them with the company brands. These well-known brands understand the importance of creative simplicity and you should, too.

    Make it Unique and Easy to Interpret

    Giant brands, such as the ones mentioned above, have the luxury of large advertising budgets, marketing teams, and focus groups for logo selection. While small businesses don’t have this luxury, they have at their fingertips graphic designers that can easily be found on the web and marketing agencies that cater to small businesses. Even if you don’t have the financial resources to outsource your logo design and prefer to do it yourself, Serff Creative recommends that you have a focus group review final choices once they are complete. Focus groups can be as simple as a few friends and colleagues who understand marketing and design who will give you constructive input on your logo design ideas.

    Graphics and Typography Matter

    Graphics is the art and design of your logo. Typography is a subset of graphics and is generally associated with the font that is part of your logo. When choosing typography, be careful that it mirrors your brand qualities. For example, iconic, vintage brands like Harley-Davidson have chosen fonts and typography that are vintage and rugged because it matches their brand qualities. Their style of fonts and typography may not be appropriate for your brand.

    Compelling Logos

    The above is a summary of the thought process that should go into logo design. While it’s not comprehensive, it’s important to understand that logo design is an integral part of your brand as it relates to promoting the products and services of your company. The logo needs to be uniquely designed to include colors and design concepts in a way that is identifiable to your brand qualities. The end goal is to have a logo that has a long-lasting impression on your customers.[/vc_column_text][us_btn label=”Contact Us Today for a Free Consultation!” link=”url:http%3A%2F%2Fwww.serffcreative.com%2FneW_5ite%2Fgraphic-design-agencies%2F|||” style=”3″][us_separator size=”small”][vc_column_text]

    Or, are you just starting out and need a basic logo package?

    We offer our basic identity package to help you get on the right foot for your business – enabling you to establish a great presence to your customers.[/vc_column_text][us_image image=”7639″ onclick=”custom_link” link=”url:http%3A%2F%2Fwww.serffcreative.com%2FneW_5ite%2Fcorporate-identity-development%2Fdenver-logo-design%2F|||” animate=”afb”][/vc_column][/vc_row]

  • How Graphics Contribute to Your Brand Visibility

    How Graphics Contribute to Your Brand Visibility

    [vc_row][vc_column][vc_column_text]Best-selling, branding and marketing expert, and author, Martin Lindstrom, once communicated the importance of having a smashable brand. This term dates back to 1915 when the Coca-Cola Company asked designers to design a bottle that consumers would still recognize even if you threw it on the ground and broke it into many pieces. Equipped with the proper graphics, this bottle is still a signature item promoting their brand today.

    Graphics play a huge part in communicating the right message to get your customer to engage with and buy from your brand. While brands like Coca-Cola have enormous marketing budgets to create the right graphics, you as a small business owner likely do not. While we don’t want to overwhelm you with the inordinate amount of thought and detail that goes into graphics, here are some basics to consider:

    Color and Font

    When considering graphics selection and font, you need select just the right color scheme. For instance, if you want to communicate that your brand is environmentally friendly, an earthy shade of green and a sky-like shade of blue would be appropriate. If you want your brand to communicate urgency or immediate action, a red and yellow color scheme may be best. For example, have you ever noticed that almost all fast-food restaurants who want their customers to take action and get a quick meal, have yellow and red as their dominant graphic colors?

    Emotion and Calls to Action

    The appeal to emotion combined with the right calls to action need to be a core part of your graphics selection. As one example, have you noticed how many charitable organizations use visual personas describing the type of person you’ll be helping if you contribute to their charity? A key component of your graphics includes your calls to action. Messages on your website such as “subscribe to our free newsletter” or “click here for more information” are effective. Print marketing messages communicating urgency can be a good idea as well, such as “limited time offer.” Other, more subtle calls to action can be appropriate as well, such as a dentist who offers free dental care tips on their website.

    Consistency and Clarity

    The importance of consistency and clarity in your graphics across all mediums is vitally important for communicating your brand. To make sure your graphics are consistent and clear, use the 10,000 foot approach. Immediately after departing the runway when you’re in an airplane, you’re not able to see the landscape that you can at 10,000 feet above the ground. Look at all your graphics and marketing efforts from a distance and then descend in to see what needs to be fixed for consistency and recognizability.

    Summary

    Just like other aspects of properly marketing your brand, the time and effort you think you may need to dedicate can seem overwhelming. In reality, it is not as difficult as it may seem. For creativity and smashable brand ideas from an expert, please contact us. Serff Creative Group, Inc. is a “top Denver branding agency” and has assisted many small businesses stay ahead of the curve whether it’s implementing the right graphics or other aspects of marketing.[/vc_column_text][us_btn label=”Contact Us Today!” link=”url:http%3A%2F%2Fwww.serffcreative.com%2FneW_5ite%2Fgraphic-design-agencies%2F|||” style=”3″][us_separator][vc_column_text]

    SEE WHERE YOUR COMPANY
    STANDS ON YOUR BRANDING:

    Review yours with this 10-Point Assessment for Your Company Brand.[/vc_column_text][us_btn label=”View the Details” link=”url:http%3A%2F%2Fwww.serffcreative.com%2FneW_5ite%2F10-point-brand-assessment%2F|||” style=”3″][/vc_column][/vc_row]

  • Website Branding: First Impressions Count

    Website Branding: First Impressions Count

    [vc_row][vc_column][vc_column_text]In a business or personal setting, we all strive to make good first impressions. This is followed by lasting ones that we hope will develop into long-term business or personal relationships.A recent study indicated that it takes only one-tenth of a second to form first impressions about a person. Websites are perhaps judged even more quickly. To immediately catch the eyes of someone browsing your website, Serff Creative Group recommends the following:

    Branding, Graphics and Website Organization

    As mentioned in a previous blog, branding is the holistic approach you take to connect individuals to your company. It can be your physical brick-and-mortar or virtual storefront, the customer service people receive when they interact with your brand, social media sites and other customer-facing contact. Have you ever visited a business in-person and found that the customer service is bad, their brick and mortar location is disorganized, dirty, dull or dingy? If a website is poorly done, it can communicate the same sloppy message. To avoid this make sure your website is well designed, with vivid graphics and is easily navigable.

    Longing for More

    When you meet a prospective customer at a social event and they ask “So what do you do?”, you should be prepared to give them a brief 30-second statement about your businesses or brand. This should be designed to get the customer to say, “Tell me more.” The same holds true for websites. In addition to the basic “contact us” tab on your website, include customer testimonials, blogs, case studies or special offers. Even better; provide guests on your website the opportunity to engage with your brand on social media. (See this blog on creating and maintaining brand consistency on social media.)

    Getting Started or Starting Over

    If after reading this, you may feel compelled to start, overhaul, rebrand or just tweak your website, but are overwhelmed with the time or talent commitment it will take to complete this task, don’t be. If you are starting over and want to design a website yourself, web design companies such as WordPress or GoDaddy are very user friendly. If, however, you think you want a professional to design or redesign your website, Contact Us. We have all the tools necessary to make your brand stand out on the web and get results. Then you have the Internet presence to make a positive first impression.

    Best Web Design Agencies of 2020 according to Web Design Agency Rating Platform[/vc_column_text][/vc_column][/vc_row]

  • Creating and Maintaining Brand Consistency on Social Media

    Creating and Maintaining Brand Consistency on Social Media

    At some point, we’ve probably all seen one or more variations of the marketing pie-chart. It is a perfectly rounded image with your customer at the center. Representing various pieces of the pie are the marketing channels with social media being one of them. This pie-chart image is designed to convey brand consistency across all channels. This insures that your customers will have a similar brand experience regardless of the channel that reaches him or her. The social media channels or pieces of the pie are a very important part of this wheel. If this gets you to think and fret over your brand identity, fear not. It’s really no more complicated than managing and maintaining your own brand personality.

    CREATING THE PIE

    How do you get your brand to have one identity across all social channels? Preparing and baking this pie is not as difficult as it seems:

    1. Imaging and Graphics

    Does your brand have similar images or graphics across all social media channels? A consistent and creative visual identity is essential for a positive brand experience. Not doing so could confuse your customer. You’ll also notice that each social channel has a unique layout. Make sure images are properly formatted for a consistent look.

    2. Brand Voice

    Every brand needs a personality or voice. What is this for your brand? Just like a human voice, there are many variations, from tenor to baritone. Whatever the pitch of your brand voice is, it should always have integrity, be authentic, helpful, and seek to serve others. If you’re not sure what your brand voice is, get to know your audience. If you are really stuck, think about your favorite brands, why you follow them and how they interact with you. Mimic their brand voice or get ideas from their approach to come up with the overall personality that best suits your brand.

    3. How often and which channel?

    When a customer calls your business, has a conversation with you in-person, or sends you an email, what do you do? It’s a no-brainer; you simply respond. Yet eighty percent of businesses who start out using social media marketing quit after three short months. Just like you would never stop engaging with a customer on other channels, neither should you on social media. The key is to consistently post on social media. Be selective. Choose two or three sites where you will find your customers. Posting once or twice each month isn’t enough to be visible. Intersperse your social media postings with a direct mail campaign or email campaign. You want them to remember you and your company and easily find you.

    4. Analytics

    And not least, it’s very important to regularly look at the results of your marketing efforts. If one channel is more effective at reaching your customer, make it a priority and enhance it AND be sure not to neglect the other channels.

    BRAND STRATEGY

    While developing a social media strategy and maintaining it can seem overwhelming, it’s really no different than a brand strategy we manage every day — our own. As individuals we have a brand persona. Our friends and family know us for our personality traits and expect us to act accordingly. At times we’ll test our own personality barriers and do something that is slightly out of character. If done with thoughtful intentions, it can lead to closer relationships or a good laugh. Creating and managing your social media marketing efforts are no different.

  • Branding Goes Beyond Your Logo

    Branding Goes Beyond Your Logo

    [vc_row][vc_column][vc_column_text]What helps the general public identify the distinctive products or services of a company? A logo can help establish the initial impression of what catches a customer’s eyes. Yet, it’s not just a logo or about your company’s identity. Your brand must convey the true nature of who you are through many aspects of the company by your brand awareness.

    Branding is what people think of first that sticks in their mind, of what your company is about. It’s your culture, your reputation, and your personality that shows what you are all about that makes that experience a memorable one. That is how branding works. A company logo cannot encapsulate all of that, however it is a vital part of the branding to give the visual impression of who you are.

    Brand Positioning

    To establish your mark within the industry, you must have a very good understanding of your vision and mission of your company.

    • Product and Services. Show how your product or services solve the problem for your customers or clients in a compelling way.
    • Marketing Focus. Take time to understand who your customer is and target them specifically through marketing campaigns. Target some campaigns to your general target market and others to your best customers within that target.
    • Separate Yourself from the Competition. Realize what value you bring when you compare yourself to your competition. Leverage those differences to make yourself shine above the rest as a company.
    • What are the Benefits of Working with You? Have your most valuable aspects that you provide as the best experience out in front of people at all times. Help them see the benefits of why they should work with you.

    These areas establish a strong brand presence through what people will experience when they work with you.

    Brand Experience — Raising the Bar

    fedex_logoFedEx changed the world of how we do business for connecting companies around the world in other countries to sending a package across town. Their branding is not all about the white, purple, and orange trucks or their office locations that makes them stand out. It’s about the customer service, the reputation of a fast and reliable service, along with the promise that you will have your package in your customer’s hands the next day. Raising the bar on how we view shipping and getting business done in a world of instant satisfaction. FedEx delivers that fast and committed experience.

    Chick-fil-A does an exceptional job at the consumer level for branding. Imagine yourself as you walk into one of their restaurants to purchase a meal. The logo gives the impression that they are all about Chicken and providing a meal to you. That’s the starting point, however it’s not until you engage with one of their employees and receive a meal that you realize the difference compared to their competition. Their employees go out of their way to make sure you are having a pleasant experience at their location. The food is always hot and fresh to the best of their ability for a great meal. Even the management is checking on you to assure you are having the best experience during your visit.

    Strategy for the Big Picture

    Where do you feel your company stands in the market?
    How well do you do against your competition if you’re a consumer based or business-to-business for your services? It takes time, laser focus, and purposeful efforts to make your company experience stand out beyond others around you. The logo is the first step for establishing a good presence. Take the time to develop a strong identity that does encapsulate your passion and vision for your company in a logo. The tagline can help steer the understanding of what you are about.

    Evaluate how your services provide a need and solve a problem for your customers and clientele on an ongoing basis.

    Market to your target audience in effective ways through print material, website and email marketing, social media exposure, and one-on-one connections. Building a relationship with your target market can mean long-term relationships with very loyal customers. So do not forgot about those long-time clients and just assume they will be loyal forever. Continue to nurture that experience to help them stay loyal to you and business.

    Branding does go beyond a logo for what you stand for in the marketplace. Are you staying relevant, visibly strong, and approachable to your customers? That will help you grow your brand awareness and develop a successful business.

    See Where Your Company Stands on Your Branding:

    Review yours with this 10-Point Assessment for Your Company Brand.[/vc_column_text][us_btn label=”View Details” link=”url:http%3A%2F%2Fwww.serffcreative.com%2FneW_5ite%2F10-point-brand-assessment%2F|||” style=”3″][/vc_column][/vc_row]

  • How to Create Brand Consistency for Your Company

    How to Create Brand Consistency for Your Company

    [vc_row][vc_column][vc_column_text]Effective branding of your company is holding true to the core values of what you are passionate about, the values you stand for, and what makes you unique from others in the marketplace. Showing this across all advertising platforms consistently will build your brand in a strong way.

    Building Awareness

    When people recognize your brand as yours.

    • This does not necessarily mean they prefer your brand, attach a high value to it, or associate any superior attributes to your brand, it just means they recognize your brand and can identify it under different conditions.
    • A brand’s practical attributes and symbolic values are inherent elements that help the brand appeal to consumers’ minds and emotions. When consumers relate brands with symbols, it becomes easier for an organization to raise consumer interest.
    • Mercedes is known for luxury. Any type of advertising for these vehicles are represented in very classy, clean and professionally styled environments. This gives you the impression of high quality, luxurious feel, and a step above the rest.
    • Apple is known for innovation. Apple rarely sells its product that focused on the features of a phone or laptop. They focus on the benefits of how this piece of technology will improve your lifestyle. Technology is all around us and is ever changing and how innovative pieces of technology that enhance your way of life. Apple knows how to attract that interest in effective marketing and branding.

    In consumers’ minds, a brand is more than just a recognizable name:
    it is a promise that needs to be met on a regular basis.

    How to Do It Correctly

    Branding is not just about applying a logo in a consistent manner, and having the right colors, it is ensuring:

    • That all messaging on communication materials are pulling in the same direction for your branding
    • That it all “looks” consistent in design, copy and across all mediums.
    • That each communication you have with a customer is growing the relationship and building awareness to ensure trust.

    If you’re not consistent, it will cause consumers to lose trust in your brand and its messaging.

    Connecting All Marketing Mediums

    Direct Mail and Email

    • Multi-touch campaigns
    • Branding with visuals and copy to maintain consistency

    Print to Web

    • Taking it online

    Website and Social Media

    • Your online branding presence

    The Value of Your Brand

    What does your product or service means to your customers’ lifestyles?

    • Does it makes it easier on their life or job?
    • Will it give them confidence in what programs they are developing?
    • Will it improve the sales process to prospects with a strong brand?

    Or in other terms, it’s called Brand Equity. The sum total of all the different values people attach to the brand, or the holistic value of the brand to its owner as a corporate asset.

     

    A brand is nearly worthless unless it enjoys some equity in the marketplace. Without brand equity, you simply have a commodity product.

    Perceived Quality or Emotional Attachment

    • The added value to brand equity frequently comes in the form of perceived quality or emotional attachment.

    Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it’s not just the shoe’s features that sell the shoe.

    What Does it Mean to Your Business?

    Regardless if you have been in business for 80 years or just opening your doors as a new business, brand consistency can make or break your success.

    Using your logo, colors, key messaging about your business and services in a consistent manner helps build the brand awareness that you want.

    If you are showing a new product online, providing a sales brochure to a prospective client, or discussing your services with someone at a tradeshow it all connects to your branding. This does not mean that everything is exactly the same, however it does set guidelines for keeping the message true to your main company focus.

    Creating a proper Branding Guidelines document will help you stay on the right path of growing your Brand for your company. Many companies only need a basic set of guidelines consisting of font styles, color selections and specifications, tone of messaging, and style of imagery across for anything that is created for your company.

    Ultimate Brand consistency allows you to connect with a person in a deeply and more meaningful way to create a lasting impression of your company in their minds.

     

    Time to Evaluate Your Company Brand?

    Review yours with this 10-Point Assessment for Your Company Brand.[/vc_column_text][us_btn label=”View the Details” link=”url:%2FneW_5ite%2F10-point-brand-assessment%2F|||” style=”3″ font_size=”18px”][/vc_column][/vc_row]