Brand Development Archives - Page 6 of 8 - Stevens & Tate Marketing

Why Brand Development Matters and How it Works

October 15, 2019/in Articles, Blog, Brand Development, Directors /by Dan Gartlan

Branding is more than just creating a logo and slapping it on a website or the side of a van. Developing your brand takes time, but the sooner you start, the sooner you’ll see results. Your brand makes you recognizable to consumers and without having it clearly established, your company becomes lost in the crowd. You want to impress your prospects and brand development does a lot of the work for you. Get ready to put your other projects aside, because right now, developing your brand matters most.

Developing your strategy

Brand development is a multi-stage process with the ultimate goal of building brand equity in a consumer’s mind. Brand equity is an intangible set of assets that cannot be tracked on a balance sheet. But, the value of that equity is the most valuable asset a company can own. Think about Kraft, Amazon, Apple, Steve Carell or Servpro. What emotional ties do you have with these brands?

Developing a brand must be part of the larger marketing plan for the company. It is often the biggest challenge, but the most critical. You don’t have to invest millions to develop your brand, but making the effort will pay off.

You first need an understanding of the clients you want to reach. Don’t assume you already know them, and instead take the time to do some research. You want to figure out your brand’s buyer persona. This includes your audience’s demographic and even their psychographics, such as their goals and motivations. Put yourself in their shoes and think about what they want to see from you. From there, you can be sure you’re focusing your brand on the correct target audience.

Defining your brand

Next, focus on your brand definition. This definition can be in the form of a story or statement that clearly reflects what your brand is all about. Your marketing team will help you define what you are offering, how your target audience will benefit from it, what guarantees your offer, and what your unique selling proposition (USP) is. Remember to ask the question, what can this brand do or stand for that no other brand can say?

Think of what valuable services your company provides to customers that make their lives better. In order to compete with other brands, you need to have key differentiators that set you apart. Make a list of all you have to offer and then determine which unique offer stands out the most. This can be your lead differentiator you use in your branding when trying to appeal to your target audience.

Logo and Slogan

For your next step, you want to design a logo. Your logo should help convey your message to the audience you want to reach. Also, keep in mind that your logo is like the face of your brand, because it’s often the first thing people recognize. For example, if you think about Starbucks, McDonald’s or Louis Vuitton, their logo probably immediately comes to mind.

Now, you need to consider creating a slogan. This is part of letting your customers know what your company is about. Your slogan needs to be concise and relevant to your business. If you have trouble coming up with one on your own, consider using a slogan generator. You might also include your slogan in your logo, or create another version of your logo with the slogan in it that you can use, when suitable, to further establish your brand.

You know your buyer persona, you have your logo and slogan, now examine your company goals. How do you want consumers to see you? You need to make your brand strategy align with your goals and ideals in order to be consistent with your business. This step is important, because if you do not get it right, the rest of your brand strategy will fail. Take time to evaluate different possibilities and narrow it down to the one you think works best for you. This doesn’t have to be a one person job. Put together a team or get in contact with a marketing company for a fresh perspective.

Still unsure? Check out: The Brand Development Process Demystified

Growing your brand

You’ve established your brand, but you’re not done yet. Now you need to help it grow. Put your brand out there for everyone to see. Incorporate it into your social media, SEO, ads and more. Specifically, focus on your website. Potential customers come to your website for a number of needs, so you want it to reflect your brand in the best way possible. Your new brand can also help you stand out at trade shows. The more public appearances your brand has, the more recognizable it will become. Don’t be intimidated by the amount of work it takes to grow the brand. It will be worth it when you start seeing the results of your carefully curated strategy.

Have patience while you wait for the results of establishing your brand. This is not an overnight process. So, take a look at your website and business analytics and continue to monitor them on a weekly or monthly basis. If your brand is a success, analytics will be able to show you how its helped your company flourish with growing numbers in connections and clients.

Going forward, continue to monitor your brand, conduct research into more growth opportunities and update as the market changes. Don’t let all your hard work go to waste by letting your brand fall behind. Better yet, invest in receiving help from a marketing company. Often, they know the best techniques and practices for your brand development. With them, you can be sure your brand has the best chance to excel in your industry.

Chatbot Examples: How Businesses are Successfully Using Chatbots

July 30, 2019/in Brand Development, Directors, Marketing Strategy /by Mark Beebe

Businesses are constantly looking for ways to engage with their audience in any way they can. The more you engage with them, the more effectively you can nurture them. It’s one of the reasons why companies are beginning to implement chatbots more and more. Chatbots are a form of artificial intelligence (AI) that engage with website users via a messenger. Chatbots use data such as user information and behavior to personalize interactions. They are a great way to keep visitors engaged as they navigate your site by answering basic questions and providing assistance any hours of the day. Considering how popular online messengers are in general (Facebook Messenger alone has more than 1.2 billion monthly users), it should come as no surprise that chatbots are a form of customer service people appreciate. The following are some chatbot examples.

Types of Chatbots

When it comes to implementing a chatbot, it’s important to know that there two main types to choose from: a simple chatbot and a smart chatbot. The following is a brief rundown of their differences:

Simple Chatbots – Simple chatbots work by implementing a series of commands written by the developer based on pre-written keywords. Basically, the chatbot will only understand a user query if it contains one of these pre-written keywords. If a user engages with the chatbot but doesn’t use any of these keywords, it will automatically respond with something like “I do not understand.” It’s a very basic chatbot, but it can still be useful for answering simple questions.
Smart Chatbots – Smart chatbots use AI to communicate to users. Instead of replying to user queries and responses with pre-prepared answers, a smart chatbot will respond with appropriate suggestions on the topic. The words of the user will also be recorded for additional data.

How Major Brands Use Chatbots

Now that you have a better understanding of what chatbots are, the following are a few examples of how some of the more well-known companies have adapted chatbots and why they have been so effective for them:

Adobe – The Adobe chatbot helps users troubleshoot issues by responding to questions with links to pages that contain the solutions. It’s a no-frills chatbot, but it’s one that users can rely on when they have questions or issues.
Arsenal FC – The London based Arsenal soccer team has a chatbot that provides users with real-time updates about ongoing games. It is useful for anyone who can’t catch the game on TV. Their chatbot also provides information about upcoming games, team line-ups, and team-related news.
Universal Studios – The chatbot used by Universal Studios in hugely helpful in a number of ways. First, it can provide a significant amount of information while users are at one of their parks, such as where the nearest restroom is or what the wait times are for certain rides in real time. It also gives users the chance to speak with a human representative if the chatbot can’t provide the answer they’re looking for.
Dominos – Dominos lets its customers order food through its chatbot. It’s like someone is taking their order over text. The chatbot asks customers what they want and will follow up with specific questions about customization options. It’s particularly customer-friendly because customers don’t have to download or sign-up for anything. The chatbot can also save your preferences for future orders.

These few successful chatbot examples show just how helpful using chatbots can be, especially when it comes to improving your customer service.

How Businesses Are Using Brand Ambassador Programs To Increase Brand Awareness And Trust

July 22, 2019/in Brand Development, Directors, Marketing Strategy /by Dan Gartlan

Generating brand awareness and building brand trust are two major marketing goals all businesses have. One of the most effective ways to achieve these goals is by encouraging loyal customers to increase brand awareness and trust on your behalf. This is because positive word-of-mouth can be incredibly powerful, and because consumers tend to trust one another when it comes to brand recommendations. As a result, many businesses have established brand ambassador programs in order to turn their loyal customers into official ambassadors.

What are Brand Ambassadors?

Brand ambassadors are consumers who work closely with you to advocate your brand. Companies generally choose loyal customers who already have a history recommending your brand, and also have some online influence. Someone with tens of thousands of followers on Instagram is going to be more effective as a brand ambassador than someone who only has LinkedIn and a handful of connections.

Having brand ambassadors can influence their followers by recommending your products or services, incite conversations about your brand, and create content on your behalf. For example, a brand ambassador on Instagram might post a picture wearing a jacket your company sells.

To take advantage of brand ambassadors, you’ll want to establish a brand ambassador program. You’ll need to do a lot of research to identify individuals who will make good brand ambassadors. Consider making the program membership exclusive. People are more likely to take their brand ambassadorship seriously if they know that not just anyone can be one of your brand ambassadors. Additionally, you’ll need to provide some sort of compensation, whether you actually pay them or you give them free products. Many companies will provide their brand ambassadors with new products before they’re even available to the masses.

Examples of Successful Brand Ambassador Programs

The following are some of the most successful brand ambassador programs launched by some of the biggest companies:

• Red Bull – Red Bull’s brand ambassador program is called the Wings Team. They focus on students who have an exciting lifestyle to turn their brand into a lifestyle brand. Because their ambassadors are students, they are able to reach a college audience much more effectively.
• Lululemon – Lululemon essentially uses its brand ambassador program to sponsor local athletes, yoga instructors, and influencers. They provide incentive by partnering with their ambassadors to support their local philanthropic projects and initiatives.
• American Express – American Express has a brand ambassador program filled with social media influencers. They target travel and lifestyle influencers in particular since they showcase a luxurious lifestyle — one that obviously benefits from the extensive use of a credit card. They not only showcase the use of their American Express credit cards, but the rewards that they can obtain from their regular use as well.

Even the biggest companies in the world recognize the value of a brand ambassador. If you have loyal customers, then you should encourage them to become brand ambassadors by implementing a brand ambassador program. Use these three examples as an inspiration to set up your own brand ambassador program today.

How to Tell Your Brand Story and What It Means To Generation Z | Stevens Tate

March 20, 2018/in Articles, Brand Development, Directors /by Dan Gartlan

When deciding on how to tell your brand story, your intended audiences are a key component in any decisions you make. A great deal of time and effort goes into developing your brand story, especially in relation to making it appealing to your core market segment. While many companies focus their efforts on attracting the buying power of millennials, there is another sector who have money to spend, but who expect very different things from the brands they choose.

This sector is, of course, Generation Z. This generation encompasses all those born from 1995 onwards. Generation Z accounts for 25.9% of the population of the United States; by far the largest percentage of any age group. Currently, analysts believe this generation has in the region of $44 billion in purchasing power, and by 2020 they will account for a third of the U. S. population, so they are undoubtedly worth paying attention to.

Appealing to Generation Z

This generation lives in a world where everyone can have their voice heard, thanks to social media, and particularly channels such as YouTube, with its vloggers, product testers, and social stories. Generation Z is firmly based online, with recent research suggesting that 28% of this generation wants to be reached via online ads, compared to just 16% of millennials.

Their continual connection to the online world also means that they are more likely to be moved to action by real people than they are by celebrities. They are, as most people were at that age, looking for products over experiences. However, the challenge your brand story faces is how to make the products you sell feel current and therefore appealing to this younger age group.

Just a Click Away

As well as changing perspectives to appeal to this generation, you need to change how your story is delivered. Generation Z is very much a one-click generation. If it takes more than that to access or share the story, they are not going to read it or pass it on to others. Your story needs to be shareable through channels such as YouTube, WhatsApp, and Instagram.

Moreover, it is not just about accessing the content; researchers believe you have an average of 8 seconds to capture the interest of this generation, once the content has been accessed. This is one of the reasons why audio / visual approaches to your story are essential.

Four social media platforms. Four different ways to advertise. Click here to learn more.

Personal Products for Personal Experiences

While Generation Z is about the product rather than the experience that you are offering, they do want the product to provide a personal experience. This is where the more traditional approach to storytelling comes in, but using personas that they recognize – real people, in real situations, which they can imagine themselves in by buying your product.

While one could still use actors and showcase their lifestyles, using the YouTuber who Vlogs from his or her bedroom two streets over, could work even better with this generation because they seem more relatable to this younger audience.

Some Rules Still Apply

The differences between Generation Z and previous generations does not mean that you should throw all the rules out the window. High quality, consistent content is still a must when determining how to tell your brand story. Stories still need to have believable characters and situations. Your values, aims, and mission statement must again shine through; younger members of the Generation Z are also still under parental input, so, you need to bridge two or more generations with your approach.

However, you must tie all this together with a tech-savvy approach. Your brand story needs to encompass the online world in all its various forms. This generation uses different platforms for different activities, and you need to be able to tap into most of those if not all. Content that you provide for this generation needs to be in the form of micro-interactions; short snippets of mainly visual information, provided by someone that this generation recognizes and can relate to. Simple really, isn’t it?

5 Package Design Trends for 2018

February 13, 2018/in Advertising Agency, Articles, Brand Development, Directors /by Mark Beebe

Change happens quickly, and if you are caught unawares, you could be left with packaging that is outdated and stale. Recognizing and incorporating the following package design trends into your packaging ensures that your packaging is modern and beneficial to your image.

1. Minimalism

Minimalism, the use of elegant, streamlined, and visually simple packaging, never really goes out of style. There are numerous ways to achieve a minimalistic look, including using bold typography contrasted with stark white backgrounds, splashes of color on clean backgrounds, or a basic arrangement of simple shapes. If you incorporate this year’s top colors, including pink, purple, and color of 2018 PANTONE® 18-3838 Ultra Violet, you can make your minimalistic design modern and timeless, without isolating or overwhelming the viewer.

2. Go Bold

Color has always played an integral part in developing packaging and this year is no different. Use bold colors to evoke emotional responses in potential consumers and, consequently, impact their buying decisions. So, the primary color you use in your package design has a significant psychological effect on those viewing it, and you should choose it carefully. Be bold, but choose colors that represent the personality of your brand.

3. Handwriting and Handmade

Many consumers are looking for environment-friendly and ethical goods, including homemade items. Homemade products also create an emotional connection with the consumer, often evoking warm memories and nostalgia. The handmade package feel can be achieved through careful package design that includes text that looks handwritten. However, it is essential to ensure that your writing is clear and readable. You do not want to confuse or inadvertently mislead consumers.

4. Whimsy

Most consumers love goods that evoke positive childhood memories, or that engage their inner child. Using fun visuals, bright colors, and fantastic illustrations, including hand-drawn logos, is a great way to engage such consumers. Whimsy makes people smile and feel happier, so when your product packaging incorporates whimsy, you are creating this joyful connection between your customer and your product.

5. Eco-friendly

Going green is the best way to gain new customers and keep returning ones. It is not enough for your product to have eco-friendly credentials though; your packaging has to as well. Using packaging materials that are eco-friendly, biodegradable, and locally sourced is a great place to start. However, your design must also shout eco-friendly. Using earth-based colors in your packaging is one step, as are the inks you use in printing and the amount of packaging you use.

Incorporating these package design trends into your packaging will benefit your business in 2018. However, it is also important to employ them in a way that maintains your individuality and ensures that you are instantly recognizable to your audience, so using the same color scheme as you use in the rest of your marketing can be a great start.

Top Graphic Design Trends for 2018

February 7, 2018/in Articles, Brand Development, Directors /by Terry Becker

With a substantial number of companies turning to the internet to market their businesses, it is harder to stand out from the crowd than ever before. However, knowing the graphic design trends that are most likely to occur in 2018 can put you ahead of the game.

1. Color Is Key

The key aspect of all elements of graphic design in 2018 is color – from multiple brand color schemes to the return of color gradients and the use of unusual color combinations. The colors you choose this year could make or break your web presence. The multiple brand color approach is already being piloted by companies like Dropbox. Rather than change their familiar and instantly recognizable logo, they introduced a new range of official brand colors including pink and purple, which are set to be central colors in design this year. It is worth noting that color of 2018 is PANTONE® 18-3838 Ultra Violet.

2. Image Authenticity

There has been a move away from stock images over the past few years, with businesses realizing that visitors and customers wanted and trusted authenticity. This move will increase this year with the winning pictures being carefully chosen, purposefully created, and impactful. Images that include photos of real people, which are really connected to your company are going to be essential, especially when it comes to your social media presence.

3. Think Fonts

In your written content, the focus of your font choice needs to be on providing a quality reading experience. However, the fonts you use in your design have multiple other purposes. One of these is to encourage an individual to stop scrolling and find out what you are all about. Graphic design trends for 2018 include using handwritten and bold fonts to create eye-catching features. Of course, color comes in here as well; fonts can be colorful, as long as the color engages and intrigues your visitor.

4. Getting to Grips with GIFs

GIFs are quite literally everywhere. While they are great fun, it is hard to see how they can be used seriously within your graphic design. However, while the GIFs you regularly share on your personal social media may not be right for the job, it is possible to create them specifically for your needs, website style, and your customer segment.

5. Brutalism Bares All

Although brutalism has been around for a while, it is set to be one of the significant graphic design trends of 2018. Clear lines, bold yet limited colors, and functional typefaces are at the heart of this approach. This striped-back approach does not work for everyone, and it needs to be used carefully, with the question, “Does this fit my brand story?” being repeatedly asked during the design process. Websites that use the brutalist style well include EPIC Ireland, particularly in their headers and menus; Fake Music; and Tennent Brown Architects.

From bright colors and 3D modeling to brutalism and flat graphics, if the trends of 2018 tell you anything, it is that there is no one right way to stand out from the crowd. It is about choosing the typography, color palette, and design approach that best encapsulate your brand, its image, and its story.

Logo Design Trends For 2018

February 2, 2018/in Advertising Agency, Articles, Brand Development, Directors /by Mark Beebe

Your business logo encapsulates your business. In one simple graphic, your potential customers learn everything they need to know about you. Logo design done right embodies your brand, makes you instantly recognizable, and creates a timeless appeal.

One of the critical mistakes that businesses of all sizes make when designing their logo is following the wrong trends. Another is following trends too tightly, and not adding that spark that makes them stand out from the crowd. Do you remember when everyone decided to include pixilated images in their logo? But, can you name any of the individual companies that tried that?

One of the key trends for logo design in 2018, is designing with social media in mind. Logos on social media need to be short, punchy, and fit neatly into a square field. That does not mean that square logos are the way forward; it just means that the finished logo should fit, and be visually balanced, within a square.

Considering Context

Designing your logo is not just about the logo itself, but also how it is presented to your potential audience. One trend that is gaining momentum, and which is likely to continue to do so into 2018, is placing your logo in a real-world context. That includes ideas such as showing the logo on wall signage, business cards, and stationery. Taking this approach creates a visual link with the audience, so when they then see your signage with your logo, they automatically think back to what they have seen, and read about that logo and therefore that brand.

Mindful Monograms

Monograms and single letter logos are ideal for social media. They play on a classic idea that has been placed on everything from letterheads to cufflinks for centuries. However, it can be challenging to make monograms and letter logos unique. If you are going to use your business initials to create your monogram, then be watchful of unintended words, shapes, and puns that can be created.

Making this type of logo stand out, and say something meaningful about your brand, can also be difficult. Colors, shapes, letter styles, and letter combinations need to be well chosen to ensure that you do not create a logo that looks just like everyone else’s.

Going Back to Basics

Logos that include geometric shapes and clean lines are set to be on trend in 2018. These logo designs come back into favor regularly because they are, when done right, elegant and timeless. However, you need to avoid these types of logos becoming over simplistic and boring. You also need to ensure that your logo design stands out; after all, there are only so many shapes and shape combinations that can be used to create a geometric design.

Bringing Back Color

Working in a digital medium gives you unprecedented access to colors in tones and shades that have been near impossible to create or show in a logo before. This is one of the reasons why there has been a surge towards brightly colored logos. However, when using color, it is not enough to just use blocks of bright, intense colors. To stand out, your logo design needs to consider intensity, saturation, shades, fading, and mixing of colors. Moreover, the colors you use must still reflect your business and its brand.

Logo design trends are there to guide you in creating the perfect logo. However, the focus of your logo design must remain on designing a logo that represents your business positively and makes you both visible and memorable.

Creating A Brand To Become President

November 3, 2016/in Articles, Brand Development, Directors /by Mark Beebe

Whether you are a fan of politics or prefer to stay on the side lines, the race for the presidency has always been about strategy and timing. This election has broken many barriers, but one thing for certain is that both candidates have established a presidential brand. Read more

FDA Nutrition Label Changes Impact Food Packaging Design

August 8, 2016/in Articles, Blog, Brand Development, Directors /by Mark Beebe

On May 20th, 2016 the U.S Food and Drug Administration (FDA) issued new rules for nutrition labels and packaged foods. So how does this affect private label packaging or food packaging design in general? It’s been 20 years since any major revision has been made and to my assessment, a much needed one.

The purpose of this blog is to discuss the design only and not the new laws that revolve around the change including new line items and removal of some items.

Strengthen Your Brand – Learn From These Competitive Advantage Examples

April 6, 2016/in Brand Development, Directors /by Dan Gartlan

Listing the things you do well and considering them your competitive advantages is not enough these days. So many words like “value,” “innovation” or “trusted” have become passive to the marketplace. Prospects and customers want to know what you stand for, how you can improve their life and remove one of their frustrations. Your brand needs to connect on an emotional level.

To get to that emotion, a company must first uncover its core value, or inner layer. It’s the reason why you are in business. After that, you can develop the outer layer messaging to explain what you do and how you do it, while tying the message back to your core value. Read more