Category Archives: Brand Voice

In Depth: New Brand from Scratch (Part 1 of 3)

BrandIn this 3-Part series, we walk through building a brand from scratch. Part 1 takes us though the planning and conceptual phases with the goal of spinning a compelling business case into an attractive and effective brand image.

To make your product or company really stand out in the marketplace and radiate with supreme power, you must first anoint it with the magic of Brand. Establishing an effective brand takes a coordinated blend of business and creative work-think. Let’s pull the team together and get a lot of input so we can realize the best identity for your business.

But first, congratulations are in order! Welcome to a rare, exciting, fun, creative, and collaborative experience. Building a brand means getting the chance to start something that could generate a ton of revenue and benefit many lives.

Whether you’re a first-timer, vet, or a company expanding into new areas, take this task seriously and consider it a great ground floor investment opportunity. Don’t be afraid to pour an abundance of time, energy, and heart into it up front. Continue reading

How Often Should You Refresh Your Brand?

brand refreshClients often come to us when they want to refresh their brand. Whether overhauling your brand or giving it a tweak, keeping your brand updated is something you should consider doing regularly. It’s important to make sure your brand remains fresh, relevant, and aligned with how you currently want your company to be perceived by customers.

Don’t get me wrong, changing your brand dramatically too often can actually hurt your business. When you create a strong brand identity, it makes your business memorable, builds loyalty and trust, and conveys stability. Continue reading

6 Tips for Choosing Awesome Stock Photos

stock photosSure, sure, it’s always better to generate your own photography. Everyone knows that. But the cold reality is that unless you have a professional photographer on staff, there is no way to generate the volume of original imagery necessary to support even a mid-sized marketing campaign or blog. Thus, the necessity of stock photos.

The problem is, stock photos get a bad rap. But the good news is, they don’t deserve it! Most of the issues you think you might have with using stock photography come from using it improperly, or using substandard images. There is a vast ocean of stock photography available to you to choose from, and if you take the time to carefully select the appropriate images for your needs, you’ll find that stock photos can accentuate and even transform a design.

So how do you choose the right stock photography? Answers coming up! Continue reading

Do Your Blog Topics Appeal to Your Audience?

blog topicsNo one wants to waste time writing on blog topics that will not generate a meaningful return for your business. So you have to do some validation to determine if your blog topics are appealing to your audience and keeping them engaged. In other words, determine what’s newsworthy to your audience in terms of timing, importance, prominence, and human interest.

Get to know your audience inside out

Before you start writing on a specific topic, here a few questions you should ask yourself, according to Hubspot:

  • Who searches for information on this topic? What are their ages, job roles, and demographic traits?
  • What emotions do you want to evoke? What are their goals?
  • What do you want viewers to do with your blog posts once they read it?

When you have a pretty good idea who your audience is based on their demographic and psychographic (behavioral) traits, you can use this information to determine if your topic ideas fit this target audience. If the topics don’t fit the mold, dump them…and keep the ones that do. Continue reading

Cure “Know-It-All” Syndrome… and Be a Better Writer

know-it-allThe malady I call “Know-It-All” Syndrome affects us all…and sometimes taints my own writing. Otherwise called “The Curse of Knowledge,” this condition occurs when someone just cannot ignore knowledge they already have and other people may not know or have forgotten. I’ve noticed that when a writer suffers from this difficulty, it makes it harder to explain things or tell a story in a manner that’s understandable to a novice.

As an example, my adult daughter is a computer maven. She knows how to set up things and fix things average people cannot figure out. Whenever she’s in town (she lives 1,000 miles away), we save all our software for her to install and have a list of questions about computer matters. However, when I ask her to explain things on the phone, “Know-It-All” Syndrome sets in. She has too much knowledge. So, it’ s difficult for her to explain stuff to us mortals. She becomes frustrated, impatient, and sometimes, even angry at our computer stupidity.

So much writing is bad because it’s cursed. That’s why it’s so hard to figure out a government form or the instructions for setting up a home wi-fi network. Continue reading

The Bottom Line on Subject Lines

Subject LinesWhen you send out an email, you want people to open, read, and respond. The key is super subject lines. “Not only can they make or break your email campaign in terms of open rates, they (possibly more importantly) directly impact your deliverability,” says AdStation in its “Pretty Great Guide to Subject Lines.”

Hubspot says, “If you’re reaching out to a prospect via email, you’re either responding to their demonstrated interest (for example, they’ve visited your website, or engaged with your company on social media), or you have a solid reason to believe you can help them…” In fact, research shows that, “35% of email recipients open email based on the subject line alone.” Continue reading

9 Healthy, Pre-Holiday Tips to Tone Up Your Email Strategy

Email StrategyConcentrating on staying healthy and exercising is especially important this time of year filled with sweet treats and caloric party food. With the holiday season and the new year coming up, it’s a terrific time to tone up not only yourself but also your email strategy. Here are a few tone-up tips:

Build a solid acquisition strategy.

If you’ve prioritized audience growth, begin by analyzing the places where customers are already engaging with your brand. Then, determine how to enhance those experiences and drive interactive engagement with new email techniques. Continue reading