If 2020 was the year of the pivot, 2021 is the year of branding and marketing agility. As we work with clients in multiple sectors, we are seeing this bubble to the top as a necessity. With constantly changing standards of operations and guidelines, the ability to move quickly and easily is equally yoked with the pivot this year. So there are several strategies that your organization can implement to ensure agility in all operations. Here’s the Porch’s top three for marketing and branding agility.
#1 Be Data Driven
Branding and marketing agility requires you to harness as much data as possible. Thus, it is important to focus not only on your potential customers, but also the competition, industry trends, and even in-house developments. We believe that marketing plans are an excellent tool for capturing and monitoring this data.
#2 Have Assets at the Ready
Your marketing team, and branding and marketing partners will be agile with viable marketing solutions if they have access to your marketing assets. Brand, style, and logo guides as well as asset hubs are good tools to have in place. Result? Easily accessible assets make everyone ready to rock quickly and easily.
#3 Be a Learning Organization
An important component of branding and marketing agility is the expertise of your employees and organization. Promote creative thinking, demonstrate the value of formal training and be sure to reward the expertise. The only way your business will be able to provide an answer to marketing challenges, is if itself becomes equally as agile in all of it is operations.
Take an agility self-assessment, if you need some help, we are a click or call away. Three cheers to a rockin’ agile end of the year.
A winning marketing campaign is all about selecting choice plays from your marketing playbook to best reach a specific goal. It is a single piece of your overall marketing plan, not the whole playbook. You wouldn’t run all of your plays against every opposing team. Marketing campaigns are tailored to individual need(s), too.
Why do you need one?
Any brand looking to launch a new product or site, announce an expansion, celebrate a milestone or grow interest in a specific event can benefit from a marketing campaign.
One of our clients is a well-known and respected local healthcare facility. They needed to market an expansion project three years in the making. Children and their families are their focus, so they requested a game or an app. They wanted to reach more than just their internal audiences (patients and families) though. To reach external audiences (the community at large, donors, etc.), they really needed more than a single marketing tool. They needed a full court press campaign.
How do you create a winning campaign? Here are 5 key components to success:
Determine your why. What is your goal? Is it a successful event, increased sales numbers, greater foot or website traffic, or making your brand more recognizable? Once you know the endgame, you can start figuring out how to play it to win it.
Scout the roster. Who is your target audience? What are their likes, dislikes, and the mediums they are most responsive to? If you don’t know who is playing the game, you’re going in behind in the count.
Choose the right venue. Oftentimes when you think of marketing campaigns billboards, mailers or TV ads come to mind. It can be any (or all) of those, but it can also be so much more. Perhaps social media or e-mail marketing is a better choice. A combination of things may score the most points. It is all about appealing to your audience in the arena(s) they know best. Marketing campaigns are not one-stop shops.
Timing matters. If you are launching a product, you want to play the long game to develop interest beforehand and keep it rolling long after. This was the case for our client. They needed a three-year campaign to match their three-year expansion project. If you have a major event scheduled, then you have a “big game” situation. Hyping it up beforehand and making sure to have the right crowd in attendance means you have to watch the clock.
Create championship content. Remember the Rule of 7 and make sure your content is consistent, creative and compelling.
A winning marketing campaigns is all about learning what makes your crowd go wild. We’d love to join your team and help you plan for the dub.
As your brand’s marketer, you have control over whether that voice builds your brand or not. A strong brand voice is the structure and tone of the copy and content that is created for a brand to speak from. You can hear this voice on its website, ads, social and in collateral. With consistency, a brand can feel like a person. And over time that person can become familiar and even recognizable. That’s when you know you’re doing it right.
Why does brand voice matter?
First, a part of your initial branding exercise, your brand might have completed something similar to what we call The Brand Elaborative. This branding document outlines the personality of the brand. This helps writers write in that voice when creating copy for digital and traditional marketing and advertising. One of the most important parts of The Brand Elaborative are the three personality words that describe the brand as if it were a person. For instance: honest, kind, quirky. So why does having a distinctive brand voice matter to your brand?
Brand voice drives consistency.
Our B2B client Agile Sourcing Partners specializes in helping gas and electric utilities and utility infrastructure companies improve operational efficiencies and performance. So, they speak in an authoritative voice with above average complexity of language. Given that their audience are decision-makers in engineering and other technical industries, it makes sense for them to speak the language of their peers. Thus, using this consistent voice in content sets them apart as insiders: educated and in-the-know.
Brand voice helps you discern what copy hits the mark – and what misses.
Our restaurant client Chocolate Angel Café & Bakery is a local favorite for cross-generational high teas, exquisite baked good and charming family recipes. They believe in serving one another and understand that relationships matter. Thus, their brand voice is connective, celebratory and conjures up memories of childhood. They express gratitude often, and make every day feel like a special occasion. So it’s no wonder they’re a favorite for bridal showers and family celebrations. If it sounds like your great aunt reminiscing about a casserole, then we’ve hit the mark.
Brand voice creates fans.
Our education client Faith Family Academy, a charter school in DFW believes in pushing public education beyond just the classroom. They speak in servant leader’s voice. FFA makes students the center of attention, celebrating wins and putting every effort possible into their individual and collective success. The social media channels for Faith Family Academy are a testament to this brand voice in creating fans. In both English and Spanish their fans celebrate right along with the students, staff and parents. The FFA community adds congratulatory comments and a plethora of emojis on a daily basis. So who wouldn’t want to be part of this kind of enthusiasm, joy and experience of being lifted up by your community?
Brand voice can make your brand the authority on subject matter.
Our real estate client The Slay Diaz Group is a woman-owned residential real estate team who regularly wins “best-in-class” awards for their work. As a result, their voice is very real, straightforward, easy-to-understand and ready to give helpful advice on everything home-related, even sharing their coveted list of service providers. This is who you ask when you don’t know if remodeling your bathroom is a good idea or not. And, this is who can tell you if now is a good time to sell your house, put in a pool or move to a new neighborhood. Their consistent brand voice has grown their business, their reach and their authority on the subject of residential real estate.
Some of the brand voices from Front Porch Marketing.
Brand voice lets people know what you stand for.
Our own brand voice here at Front Porch Marketing tells you that we will go the extra mile to help. That we share what we know without reservation. And that we will be your biggest cheerleader. We stand for lifting you up, making you laugh and creating opportunities for others to do the work they love while taking care of the people they love. If your brand has a mission, shouldn’t all of your content reflect that mission? We think that your brand voice can show your potential customers that you are like them – kind, helpful, positive – and they will want to hang around with people like that.
Need to define or redefine your brand voice for better consistency and stronger connections with your audience? Then get started with a branding exercise which results in the guidance documents you need to hone your tone and define your voice. Consumers actually prefer brands with strong, defined and unique personalities. And having a unique personality definitely helps in creating spot-on social content, email storytelling and website visuals for your brand – which results in stronger brand loyalty and repeat customers.
You can visit some of our Front Porch client brands to see different types of brand voice in action.
Picture this. You have the perfect idea for an event, and you feel that it represents your brand’s vision to a T. Yet, there are so many steps to get from A to Z that you start feeling overwhelmed and as the date of the event looms nearer, you realize how many things you wish you had planned for. If you have ever felt this kind of stress before or are currently experiencing it, this is the blog for you.
When it comes to event marketing, there are multiple moving pieces. At times there are so many pieces that it may seem like there are too many starting points. To help set a starting point for you, let’s focus on the big picture and then hone into the minute details that will lead your brand’s vision to the picture-perfect moment.
The First Focus: Scheduling
Imagine event marketing to be like a photographer setting up the most picturesque scene. To capture the moment perfectly, at times working backwards is best. In this case, thinking about what you want the vision to look like as a whole then mapping out how to get to that end goal. Although this may seem unorthodox, this process will lead you to a track record of success while also allowing you to tweak the planning breakdown to fit your needs.
At Front Porch Marketing, we start with writing everything down, especially anything that is time-sensitive i.e. inviting VIPs, scheduling speakers, printing deadlines, and booking sponsors. This timeline allows you to envision a clear reality and identify immediate “strikethroughs” or ideas that should be nixed.
Next, identify your audience, define your message, and determine the experience you want to provide. Having a clear vision is important, because all of the smaller event details and decisions will flow from it.
The Second Focus: Seamlessness
Once you have the deadlines and your audience in mind, choose a venue, food, music, entertainment, format, and feel that aligns best with your vision. Stay true to the experience you want to provide, and these decisions will flow easily.
When it comes to your deadlines, also keep geography in mind. Although it may seem natural to book an event near your location, for your professional partners, sponsors, or guests this location may be new terrain. As such, ensure the professional partners and sponsors you choose to assist you are on board with your vision. Your caterer, photographer, videographer, etc. should also be well versed in what your plans and expectations are for the event.
The Final Focus: Structure
Now that your event is on the horizon, it is time to hammer out the final details. Here are some of my final tips on how to create that picture-perfect moment for your future events.
Create an overall schedule for the day and share with all of your professional partners and staff.
Double-check with your staff on their roles and make sure that all loose ends are tied.
Examples of closing loose ties:
Posting check-in times to all communication platforms.
Pre-inspecting uniforms.
Finalizing catering details with the company of your choosing and making sure no cross-contamination occurred.
Securing all entrances and marking them accordingly.
Making sure that the exits are not blocked by staff or their respected station.
Posting last minute schedule changes to all social media platforms.
Notify staff and members who should be called in case of an emergency or in the event that something needs to be addressed.
Do an event run through the night before to make sure that all equipment is running smoothly. Also do another run through at least two hours prior to the event.
Check that social media has been posted and is shareable throughout the event. (A quick way for guests to get plugged in is to post QR codes throughout the location or on deliverables.)
Center the company’s brand at the forefront of the event from color schemes to logos to swag.
Brand the sponsored content and products by making sure that they are explicitly seen.
Label Wi-Fi passwords and make them visible.
Double-check that all mandated COVID protocols are being followed. Have disposable masks and sanitation stations readily available to increase accessibility and comfort.
Promise a good time (and deliver)!
In Conclusion
We love planning, executing, and marketing events for our clients! Most recently, it has been our privilege to partner with Faith Family Academy to create a socially distanced graduation ceremony that is expandable for future success. We look forward to executing more events in the future and are proud of the recent 2021 graduates.
2021 Faith Family Academy Graduation
I hope that these tips are helpful and got your creative juices flowing! If you need help planning an event come see us on the Porch!
Seamless, sharp, and sophisticated. That is the vision that Front Porch Marketing has for you and your brand as we share why you should style your Instagram highlights.
With the right color scheme, design, and icons, you can drive more views and engagement with your Instagram bio at little to no cost.
If you are looking for a push to execute this vision and wow your audience the next time, they see your page, this is the blog for you!
The Vision
When you open up your company’s Instagram page, what is the first thing you see? Most likely, your eyes go to the colorful posts or maybe a bold profile picture with a strong branding icon, but acting as an overlooked middleman is a row of highlight icons. Currently, there may be as little as 0 or as many as 100 on your page – the sky is the limit.
Truly, the only limit that is regarded is that only up to 100 pictures can be posted within a story highlight, but highlights – much like a reel – should be seamless, sharp, and sophisticated and not fragmented, sloppy, and cluttered. Most importantly, they should be an extension of your brand’s story.
The Highlight
Many take a lot of time and effort to create the perfect “story” to post on Instagram. Whether it includes colorful gifs, a unique poll, engaging videos, or a giveaway you are extending a vision to viewers about your brand and its values. What is disheartening about all that time and effort is that it dwindles in significance alongside the 24-hour frame that stories are set on. Plus it requires the utmost strategic thinking.
Now, with story highlight reels you are able to make the stories on your Instagram stay permanently on your profile for viewers to enjoy at any given moment. By adding this extra step to your Instagram branding strategy, you are able to strategically use a prime location on your bio and create an immediate place of engagement with users.
Step 1: Be Seamless
What is great about engagement is that you can cast the vision for what viewers see and find different ways to resonate with them. For example, aesthetics are incredibly favored amongst millennials and are a growing target market for many companies. Thus, considering aesthetics on all social media platforms allows you to connect with this audience and others like it.
To create a seamless experience for users, use highlights to promote content that can showcase your products or services, express your brand, drive traffic and market your business. If your profile has bold colors, seamlessly transition the same color palette to your story highlights while also extending a nod to your brand as a whole. If your posts have a color scheme, extend it to your highlight to establish immediate brand recognition or go with a splash of color to draw in your audience with a double look. No matter what you choose, think about your brand as a whole and embody that within your highlight story covers – the first picture that viewers see on a highlight reel.
Step 2: Be Sharp
When it comes to your story highlight covers, always use high-definition content and think “succinct” when it comes to titles. There is a 10–11 character count rule of thumb when it comes to highlight covers. The more characters you use, the higher the chance that your highlight title will end up with an ellipsis instead of the word you were trying to promote. Whether you use CTA words like “events,” “promotions,” “sales,” or “giveaways,” be consistent and above all, do not be misleading in any way.
Step 3: Be Sophisticated
Last but not least, when it comes to Instagram story highlights create a look of sophistication. By using sites like Canva, Unsplash, and/or Pinterest, there are 100’s of highlight cover designs that are pre-made and ready to go at a moments notice for you and your company. No matter if you choose icons, HD pictures, graphic designs or a color palette, always keep your brand at the forefront.
In Conclusion
First, to bring your Instagram to the next level, revamp the look of your Instagram’s aesthetics with a seamless, sharp, and sophisticated look. Second, when it comes to highlight covers think about what story you want your viewers to plug into. Third, see your platform through the viewers eyes to see which highlights you want them to engage with first. In summary, bring the middleman to the forefront.
Chances are you have seen a post or two about what days and what times are the best for posting on social media. And in fact, they are all probably right, and probably wrong. You see, the best time and place for YOUR social media is totally dependent upon your followers.
Short Cuts to an Optimal Social Media Time and Place Posting Schedule
What people want is a quick fix to their social media. A set-it-and-forget it system that they can follow that requires the least amount of work. But social media is not a broadcast channel like television, radio, or a print ad. Social media is supposed to be SOCIAL. Your social media channels are the place where you can actually have one-on-one conversations with people who love your brand already. How do you know they love you already? They’ve chosen to follow you, haven’t they? So talk with them when they are sitting there ready to have that conversation.
Sure, there are general guidelines for posting on social media channels, many of which have to do with putting yourself in someone else’s shoes for a moment. When are people most likely scrolling thru Instagram? What are people doing on their lunch break besides eating? (hint: scrolling thru Instagram) What’s the last thing that people do before they go to sleep at night, while they’re laying in bed? (another hint: scrolling thru Instagram) You get the picture. So how do you determine what social media channels and times are the best for your brand? When can you maximize a conversation with your followers going forward? The short answer is “the past”.
The Right Channel for Your Social Media
Each social media platform has a specific and different purpose. By offering a little bit different perspective and content on each channel of social media (instead of using the channels to broadcast like a tv or radio station) a company can show their many sides and offer a more nuanced look at their company, much like you would develop a friendship with a real person and grow to appreciate the many facets of their personality. So after you’ve given your social media channels a spring cleaning, start looking at your analytics.
Social Media Analytics
Every platform you post on for your brand has some form of analytics. You can see a surprising amount of information about your followers in the insights part of your dashboard, whatever the platform. One of the most valuable pieces of information in there is when your followers are on the platform. Start there. Your followers might be the breakfast crowd, in which case 6:15 – 8:30am is a good time for you. Maybe your followers are night owls in which case, program your posts (or manually post them) after 9:00pm.
With 63% of American users checking Instagram at least once a day, and 74% of American users checking Facebook once a day – according to Hootsuite – , you’re sure to find at least one and probably more than one heavy use time in your follower insights.
Scheduling platforms like Hootsuite, Buffer and Planoly make it even easier – they look at the analytics of your followers and tell you the best times to post without the research. Taking advantage of these low-cost automation platforms can save you valuable time, so you can concentrate your efforts on content creation.
Past Performance
Look at your social media feed on any channel as an indicator of what to post in the future. Which posts did well? What type of content got the most likes or comments? Do more of that. Look to your past performance to guide your future endeavors.
What are your competitors doing?
Competitive research is not just for branding and creative. Take a look at what your competitors are posting – what, when and where – when you’re setting up your optimal schedule. Look for patterns in not just your own feed, but in the similar feeds of your competitors and do more of what they are doing the best.
Post, Rinse, Repeat
Testing your content in different forms and at different times will also provide key insights when scheduling the best times and places for your social media as part of your content marketing plan. There is no one-size-fits-all best time solution that will fit every grand, as your brand’s best time and best platform are just as unique as your branding.
With a little effort upfront, you can glean insights into your audience that will not only increase your engagement, but actually help your followers even more. They have questions they want answered and you have the answer – so use the information that is readily available and answer that question sooner.
There comes a time in every company’s life when their logo might need a little freshening up. Maybe it looks dated. Or it no longer reflects your company. Maybe your logo looked great on your original product, but it no longer works for what you manufacture now.
Take a page from logo makeovers past and ask yourself, “What does your logo communicate now?”
Your Logo No Longer Works with Your Products
Imagine pairing Apple’s first iteration of their iconic apple-shaped logo, the rainbow-striped apple, with the first-generation iMac. The iMac debuted in 1998 and was a colorful departure from the standard boxy, beige and gray computers of the time. If Apple stuck with their rainbow-striped logo, the result would have been a product that looked more like a child’s toy than a high-tech computer.
Does your logo “play well” with your existing products? If not, it might be time to thank it for its service and toss out the elements of your logo that no longer work for you.
Your Logo Looks Dated – Burger King Edition
All design reflects its time and if your logo reflects the last century, then perhaps it’s time to give your logo a second look.
Let’s take a look at the recent Burger King rebrand. Their logo was designed in 1999 and it looks like it. Their old logo reminds me of ‘90s sports team logos – modern, lots of dynamic movement and some sharp edges. You know, everything you want in your food. 🤷♀️
Their new logo is simpler, puts the burger front and center and it looks friendlier. Plus, it looks great on a small screen. Brands must think about where their logo is going to live and if that logo doesn’t look good blown up on a billboard or shrunk down to the size of an app icon, then it might be time for a change.
Your Logo Looks Dated and it No Longer Works with Your Products – Instagram Edition
Remember when app icons used to be skeuomorphic? That is, they were designed to look like the thing they represent. i.e. The recycling bin icon on your desktop that looks like an actual recycling bin. Software designers used skeuomorphism as a shorthand way to get people acclimated to using computers and other digital devices. Picture what the old iPhone icons and interface used to look like – if you wanted to look at your contacts, you tapped on the icon that looked like an address book. When you opened your notes, the screen looked like a yellow notepad.
But there are times when skeuomorphic design can go off the rails a little. What happens when users no longer use the things these icons are meant to represent? Exhibit A, the “Save” icon in Word – it looks like a disk that I used to tote around in high school. How are users supposed to know to click on that icon to save their document? Answer: users just learn over time that’s what you need to click on, but I wouldn’t call that very user-friendly or intuitive.
Skeuomorphic design can also look messy and cluttered. Users could see more of their contacts if the interface did not look like a literal address book
There is a reason why app icons became more and more “flat” and minimalist over time – its easier to see them on a mobile device. Which brings me to Instagram.
In 2016, Instagram changed their logo from an icon that looked reminiscent of an old Polaroid camera to what it is today, a minimalist representation of a camera with a colorful gradient background. And the internet, of course, had some thoughts:
“The new Instagram logo looks like a rejected starburst flavor.”
@trecoast
Okay, so the new logo was not universally loved. But, in the end, things turned out alright for Instagram. One, because its Instagram, a photo-taking juggernaut of an app that managed to tap into humanity’s need to take selfies and shill vitamin gummies. And, because their new logo:
Made them stand out from the rest of the apps on your phone.
Have you ever noticed that a lot of app icons are blue? Don’t believe me? Take a look at this:
So. Many. Blue. App Icons.
Gave them a unifying design language they could use across their app, creating a better user-experience.
Instead of making each function of the app a literal representation, i.e. a boomerang icon in the shape of a boomerang, they could now be designed to represent their use. Which is why the boomerang function in Instagram looks like an infinity symbol because it replays a short video over and over again. A good logo gives a company different ways to talk about itself visually.
A bad logo can limit a company’s design choices. For instance, if your company’s logo features a gradient, its going to be difficult to embroider that logo on a shirt. If you can’t reverse your logo i.e. it looks the same in black-on-white as it does in white-on-black, then that really limits your design options.
You might find that you can only put your logo on a light background. Which isn’t the end of the world. But if you want to put your logo on say, a photo of a manufacturing facility in motion, then that photo had better be light and bright or it will get lost in the darkness.
Plays well in all sorts of uses.
For example, if you want people to use your app, it would be best to create a simple logo that can be slapped onto a flier, a business card, a website etc, and still look good. Imagine if Instagram still used their old logo and how that little brown polaroid would look on a business card or the bottom of a flier. Which is easier to for the average person to identify, that camera or the “rejected starburst flavor?”
Most companies do not fail or succeed based on their logo. Quality design is an investment, one that you might not have the resources for right now. But a logo can communicate more to your customers than a thousand commercials ever will.
What does your logo communicate to your current and potential customers? Is that the message you want to send? Or is it time for a refresh?
You are trying to save resources and graphic design seems like something you, a team member or a marketing / communications professional can do.
You’ve worked hard to make your dream a reality. Of course, you want to ensure it is recognizable. The first rule of thumb? Build trust in your brand.
Building that trust requires a connection with your target audience. To achieve it, your creative execution must be constantly consistent. It is crucial to get it right.
Here are four tips:
Know what you need before you begin. Define your brand pillars to create a strong foundation. What is your brand vision, personality, positioning and affiliation?
Next, have a creative professional define brand colors, fonts and creative execution guidelines. Mind the brand.
Don’t settle. There are many programs that allow anyone to try their hand at graphic design. Use caution. Layout, font and colors are just a few of the key elements of graphic design.
Take your time. If you choose to DIY your brand creation, understand it will be a time-consuming process to get it right. Take the time necessary to not only learn what you want, but what you need. Learn the art of design.
Experience pays. In the end, it will save you time and money to hire a professional graphic designer. They have the programs and experience to communicate your brand. They will give you the exact guidelines to follow to easily remain consistent and help distinguish your brand from the competition.
Own it. Once you have chosen your brand architecture and standards, own them. Use them religiously. Don’t use your logo in one color scheme on one social media post, then alter it for another. Instead of a random mixture of colors, know and use complementary colors. Keep all of your design elements consistent – Every. Single. Time.
There is value in creative and graphic design. Be consistent and follow brand guidelines. If you don’t have consistency, you won’t build connection. Without them, you may as well do nothing at all.
In conclusion, have a partner or team with the experience and know-how to help you stay consistent. We’re ready to rock when you are.
Most business leaders know successful marketers when they meet them. These marketers are focused on the same things they are. Building enterprise and customer or client value.
Marketers must mobilize all the people inside and outside the organization. They are focused on return. Do less, more consistently and effectively.
Therefore, hate to tell you, just because your bestie is on Instagram, doesn’t mean she is a marketer. Newsflash. Sorry to disappoint.
Moreover, our team is filled with seasoned marketers. We have fabulous, cream of the crop interns. They keep up with multiple clients, projects, deadlines, industries and trends. These folks are skilled enough to have conversations with CEOs. Front Porch Marketing is not a teaching hospital. For instance, we are triage surgeons on most days.
Technology and consumer attitudes have and will continue to change drastically. Marketing professionals must stay flexible. Know a bit of everything that is going on in the company. Some days are filled with customer service and distribution. Meanwhile, other are sales management and internal communication.
However, despite the varying roles, these qualities are at these professionals’ core. Super powers they have in common.
The Super Powers of Successful Marketers
Adaptable. In other words, with all technology changing at light speed, know how to evolve with it.
Analytical. Marketing is data driven. Some don’t know what to do with all the data being generated. Therefore, if you can sort through it, and find the relevant. You will be indispensable part of any organization.
Collaboration. Must be an extraordinary team player. Seek input. Solve issues. Foster cooperation. Similarly, often the CMO is the company’s glue. The entire team rallies around the company’s vision because of this person. Illustrate how collaboration creates more value.
Excellent communicators. Words have power. The right words break down barriers and rally the troops. Inside and outside the organization.
Creative. Marketers value innovation. Take risks to facilitate it. They vigorously seek solutions. Explore new approaches. In conclusion, continuously.
Inquisitive. The best marketers are a cross between a detective and a scientist. Therefore, they ask the questions.
Strategic. Start with why. Strategy is the key to successful businesses. Obsessed is a strategic thinker. Constant eye on the market. Diligently studying consumer behavior. In addition, watch the competitors’ every move.
In conclusion, marketing is a marathon not a sprint. Have the right people on your team. Boulders move up the hill with smart people pushing them. Above all, right now, everyone could use a few less boulders. Therefore, pick the marketers that demonstrate super powers.
Your Brand in 2021: Front Porch Marketing has seen an interesting client trend this past year, especially in the second half. Many entrepreneurial brand companies have decided that 2020 – and indeed 2021 – is a good time to double down their brand. They want to really dig in, define their brand and differentiate themselves from their competition. Even big corporate companies, like Burger King, have rebranded, seeking to better define their mission and vision going forward.
If you step back and take a look at your brand with the fresh eyes of 2021, does it look like the company you envisioned when you started? Likely, your brand has evolved and so have you. Does your current branding reflect where you want to be in 5 years with your company or even where you are now, or is it trapped in the past? Maybe it’s time to graduate your branding.
Your Brand in 2021: Envision, Evolve, Emerge
Are you adequately featuring your new products or services? Are you communicating your most compelling benefit? Does your brand look legit, grown-up, like a serious brand that does serious business? Don’t get the veto vote from a customer or a partner business because your brand is not getting taken seriously. You know you can do the job…make sure your branding speaks that truth this year.
Branding – and the digital marketing that embodies branding – has become more important than ever. Your customers and clients are getting bombarded with texts and emails from business service providers to retailers. Ask yourself “why should they read mine?”
What do you stand for?
Do you know what your company’s biggest benefit to your customer is? Do you know how each of your products or services add value to their lives, make their lives easier or answer their questions? Does the tone of voice you use resonate with your customer, and instill loyalty to your brand?
If you don’t know the answers to some of these questions, 2021 might be the year you think about doubling down on your brand. What DO you stand for? What is your mission? As part of your Marketing for 2021, branding can help you answer all of these questions and more, leaving you with a clear map of where to take your business next and how to get there. Branding gives you the platform and parameters to deliver tangible solutions to your customer. We’ve seen the excitement and commitment of more than half a dozen of our own clients rebranding for the future, in just the past six months.
Don’t just work IN your business, work ON your business.
Branding is not just about looks though, it is also about strategy and tactics. What are you going to say, and where are you going to say it are key. You need to be cohesive and coherent in your messaging, as well as look professional. Small businesses often fall down thinking they can “do it themselves” with marketing but without a marketing background – from logo design to social media to PR. Often, they are holding themselves back because they are too busy working IN their business and to work ON their business.
So double down on your brand this year – strengthen your commitment to your particular strategy or course of action. Become more tenacious and resolute in your bringing your brand vision into 2021 and beyond.
