Image Is Everything: Why Visuals are Important to Brand Marketing
A brand image tells a story about your business. It gives an impression regarding what your consumers think about your business. This is why visuals are important in your business. They can tell your story and make it memorable to your customers. But what exactly does a brand image do for your business? If you're unsure of what brand image can do for your business, here's a guide that can help. It will give you insight into why you need a brand image to create a lifelong customer.
Brand Image Tells a Story
Every brand should tell a story. The story should be about the consumer and how it helps them solve a problem. When someone buys your product, they should feel something. They should feel as if their problem is solved when they buy your product.
A brand image should immediately give a customer that feeling of satisfaction. That image should convey a message. For example, Coca Cola's brand is associated with happiness. When people drink this soda, they think it will give them happiness because that is what the brand tells will happen. The brand image of Coca Cola also sends this message to the consumers. When someone sees an image of Coca Cola, they think happiness and how it satisfying the drink is.
If you want a brand image to resonate with your audience, you want it to tell a story about your business. You want it to tell the consumers something if they buy the product. That's why you should invest time in creating an image that sticks in the mind of your consumers.
Brand Image Is a Part of Social Media
With more images and videos apart from everyone's marketing strategy, especially on social media, it shows the value of a brand image. It shows why you need a brand image to be a part of modern culture. If you want to be a part of the digital age, you will need a brand image. You can use your brand image to post on Instagram, Facebook, Twitter, and other social media sites. The more you post your brand image or have a recognizable logo that represents your business, the more likely you will be able to stand out from your competitors. Your brand image will make you distinct. You will also become more identifiable with your target market who is on social media. When you have an identifiable mark on every image you post on social media, it becomes associated with your business.
People are more likely to remember your posts because they know the brand associated with it.
Images Resonate With Your Target Market
The brand image also resonates with your target market. If your brand tells a story about your consumers, then the brand image should also convey a visual story about your consumers. That's why it's important to think about what's involved when you create a brand image. You want something that reflects your consumer. You want something that stands out from your competitors and gives a visual cue to your consumers that you can help them.
It Starts With Relationships
Your brand's image always starts with the consumer. It starts with a relationship. When you identify your target market, you want to build a relationship with them around trust. You also want to show how authentic your business is to your target market. Building trust requires you to show areas of your business that represent authenticity. A brand image of your team, of your customer service, and other parts of your business is all part of representing the brand's image.
Your Brand Image Should Reflect the Values of Your Business
Ultimately, your brand image should reflect the values of your business. It should reflect your customer service. Images in videos and pictures are also a reflection of your brand's culture. If you had a food business, brand imagery is especially important. You want the images to show the best pictures and representations of the food you serve to customers.
You want the images to get people to take action. If the images of your business show a positive reflection of the values of your business, such as caring, responsibility, commitment, and other values, it should be a part of the business culture as well. You don't want someone seeing an image of how great your business is to then visit your business and realize your business is nothing like the images you post.
Overall, the brand image creates standards for your business to live up to, and it's to you and your team to uphold these values and standards that help build lifelong relationships with your customers. You can see how our team creates a positive brand image in our own business when you check out our website.
Now You Know How to Get Started on Creating a Powerful Brand Image
A brand image says a lot about your business. It shows how you conduct your business with your consumers and the outward perception you give to them. If you want your business to represent strong values, trustworthiness, and authenticity, you need to ensure you have a relationship with your consumers. You need to make sure your brand's image, which involves customer service, pictures of your business on social media, a logo, and all the parts that form your business are a positive message to your consumers.
If you want to learn more about creating a powerful brand image, you can contact us here.
Small Searches For Innovative Uses Of Media In Places Big Can't.
You’ll all be happy to hear this will be a shorter blog than most. But, in my opinion, a valuable and important one, nonetheless. The use of media to your advantage creatively. Oh sure, I could make this longer by using really prodigious words to pontificate and expatiate my point but that would be a rather diaphanous display of elaborateness, don’t you think? I’ll stick with what I’m good at. Small stuff. Like words.
So, onto my topic. When I say finding innovative uses of media that big can’t, I am not implying that bigger shops can’t. They certainly do it and do it exceptionally. What I am saying is Small can get into the nitty gritty for clients trying to squeeze every last drop out of their smaller advertising budgets. Big simply cannot operate in that space profitably. Small can operate in both.
SOCIAL MEDIA
Instead of standard posting, which is all well and good, why not play with the space you’re in. There are so many things you can do visually and breaking the Facebook or Instagram wall is one of them or using the Pinterest environment to surprise and delight your customers, like this Bonefish Grill ad we created that looked like 2 ads in one.
A traditional medium, yes. But not an excuse to not look for new ways to optimize your messaging beyond the, well, traditional ad. Try playing with page numbers of the magazine or running a classified like we did for Intrepid for roughly $200 that garnered a flood of calls into the sales team leading to several boat sales. Or how we created an insert on a cocktail napkin? Or how about instead of a full-page ad, is there an idea in dispersing your messaging in small spaces around a single publication? Thinking this way could get more bang for you messaging buck.
TV
We’ve taken existing footage of food porn that everyone does and simply tweaked the audio to be highly unexpected based on an idea that grabbed attention immediately. It’s as simple as that. FedEx did a wonderful Super Bowl spot years ago using just the color bars saying they used another service to ship their commercial and it never arrived at the TV station.
DIGITAL
Lots of opportunity here. And lots of great work being done here all around. I am particularly fond of a standard display ad created by Pringles that just grabs you and keeps you clicking. Small price. Big reward. Even little ol’ us created some more engaging standard-sized banners to help save the African Elephant. Or turning your mouse into a magnifying glass to find the reclusive North American Gray Wolf.
DIRECT MAIL
Boring? Why does it have to be? We do quite a lot of direct mail for our client KFB Law and we always try to make the piece interactive and fun and now even link to an online landing page to further the experience on their website.
Well I believe I need to stop because it seems this turned out to be a long blog after all. So, to all out there, please allow me to extenuate my sincerest reparations in audible form. Sorry, couldn’t help myself.
If you’d like to see how we can do this kind of work for you, let’s grab some coffee, say hello and discuss a project we can work on together. Email my partner Cindy at cindy@eraserfarm.com and let’s get to it.
Small Is The New Big
If any of us remember Jerry Maguire’s late night, pizza-induced rant that he insisted was just a mission statement, well, this really isn’t that at all. It’s just the musings (hopefully not too rambling) of a creative director and writer who’s worked in the industry for too many years to remember. I’ve learned a lot, some the hard way, but I’ve also been blessed with working with many great folks and large agencies around the country.
After all of that I decided to start my own little agency. Six years in, I’ve realized why being smaller is something I love, and I believe is too often overlooked by many clients - simply because of appearances. Think about that for a second. As technology marches on, things have gotten better because they’ve gotten smaller. Computers. Devices we listen to music on. Cars. Planes. Things are becoming more efficient and faster and more responsive simply by going small. So, with that, if you’ll permit me, here’s why I think now more than ever, small is better than big for today’s advertising agency and their clients.
SMALL IS NIMBLE AND SHAPES TO THE JOB AT THE DROP OF A HAT
Small runs lean and mean. Here at EraserFarm, we are a small, experienced core group who, over many years, have developed long-standing, trusting relationships with many top-level strategists, creatives and experts. When a specific project calls for it, we are able to create a very specific, targeted and relevant group to work on that project - rather than having the same people work on every job they may not necessarily be as qualified for or experienced in. It also removes the heavy overhead clients are forced to pay to compensate for employees on staff. Conversely, small is able to scale up or down accordingly per assignment. That flexibility also allows us to change the business model when your competition changes theirs. And in the end, all of this helps small get into the tight little spaces that big can’t. And, come out with emotionally charged ideas that connect with people on a very human level. And that can turn your customers into salespeople as powerful advocates for your brand.
SMALL THINKS BIG WITHOUT BLOATING AD BUDGETS
A big idea that can survive the test of time doesn’t need to come with a big price tag. We’ve worked on TV assignments for global companies like Pacific Life and social content that’s distributed around the world for Outback Steakhouse. We’ve created work for national health organizations and restaurant chains like Arby’s and Bonefish Grill, gotten in the trenches with startups and local clients and partnered with our clients’ in-house creative departments too. We just don’t care about process or the way it used to be done. We are here to do the best work we can for clients in any shape or form that may take. It simply doesn’t matter what the size of the agency is. It’s the size of the thinking that the agency puts into each project without ever taking one for granted, regardless of what it is.
SMALL PUTS ONE FOOT ON THE NECK OF BUREAUCRACY AND KICKS AGENCY LAYERS OUT THE DOOR WITH THE OTHER.
One of the main reasons I wanted to start my own thing was being able to show our clients work I personally thought was worthy, without it being diced, sliced and minced up and left on the agency cutting room floor. Hey, if the client doesn’t like it, so be it. We have small egos and big, broad shoulders here. But at least we didn’t do them any disservice to not show them some thinking that could advance their brand message. That’s why we also think proactively on each client’s business and gather as an agency each week for creative thinktanks.
Know what else is great? Small means we can say whatever we want on our blogs like I am right now without repercussion. It means we answer our clients’ emails right away personally and answer our cell phone (which is on our business cards) any time of day or night. Trust me, I’m not kidding. And small works very closely with each client without putting B, C or D teams on it. Every job gets 100% from all of us because we all wear many hats here at EF.
If we define ourselves and our business in terms of how other agencies operate, we're living in an echo chamber. And, new ways of thinking will never surface to better serve today’s clients and the environment they exist in.
SMALL WORKS HARDER TO SURVIVE.
This is a no-brainer. We’re small, our rope is shorter and so you can bet your ass we will bust ours on every job to survive and keep chugging along. I’m convinced that when people become associated with an idea or company, the personal stakes get higher.
In the end, I truly believe an ad agency succeeds because they’re good. Not because they are big. You see, if you can look past just the size of an agency, you’ll discover a very valuable, powerful mindset like the one we adhere to every day at EraserFarm. And no matter how big we get, you can count on one thing: We will always keep rolling the way we started.
Small.
Let us prove it to you. Let’s grab some coffee, say hello and discuss a project we can work on together. Email my partner Cindy at cindy@eraserfarm.com and let’s get to it.
The Benefits of Infographics in Conveying Statistics and Data
I'm a big fan of infographics. I know, sounds weird. But they work well and if you're curious to know why, keep reading.
The benefits of infographics are far-reaching. They can turn difficult-to-understand information, such as data and statistics, into easy-to-read graphics. They can split a complex subject into digestible chunks.
What’s more, your audience isn't just more likely to understand the information. They’re more likely to read and remember it. If you’re ready to discover the full value of using infographics for your work or business, then read on.
Benefits of Using Infographics on Complex Subjects
Infographics simplify complex ideas. They break them into digestible chunks. They use symbols that our brain understands intuitively, so it doesn’t have to work so hard.
Why use infographics? Because they display complex relationships with easy to understand graphics.
They activate more areas of our brain. When the information is distributed, the work is spread out. This increases comprehension and makes it likely your audience will remember what they’ve seen.
65% of people are visual learners. When you use pictures to represent a subject, their brains first filter the information through their image centers. Then it’s filtered through their memory center.
When you use text, their brain still needs to process that information through the image center. Then it moves through the language center. And finally, it filters through the memory center.
It turns a 2-step process into a 3-step process. It dramatically increases the work required and the risk of confusion. When you add math or numbers into the mix, the problem is further compounded.
Here’s an example:
If you show a person a picture of the aurora borealis, she gets it. But what if you show her the science behind the phenomenon?
Show her a graph of charged particle densities. Don’t forget to include a table of electron energy state distributions. Then wait for her cross-eyed reaction.
Don’t forget the effect of adding a splash of color in your data. In one study, adding color to a product guide increases readership by 80%. It turned something people found boring into something worth the read.
What kind of effects might it have on your facts and figures?
Infographics are Sharable and Linkable
Have you ever been to a convention? If you have, you’ve noticed how many booths give away free swag. Free tee-shirts, bags, pens, and stickers all proudly display the logo of the company giving them away.
The marketer who created those freebees knew the value of brand name recognition. In other words, your authority climbs each time a potential customer sees your logo. Your company is everywhere, so you must know what you’re doing.
Another of the infographic benefits is an improved trust in your company and, by extension, your products. And trust is paramount. 67% of consumers say they’ll stop buying from brands they don’t trust the company behind the brand.
Well, guess what? Infographics are sharable. When you use one on your website and make it sharable, it becomes your giveaway swag.
Other bloggers and website owners can reuse your infographic on their sites. Your logo will be plastered across thousands of sites: free advertising. It’s one of the main reasons why infographics are useful.
Don’t forget to embed a link in your infographic. When people post it on their webpage, they’re including a link back to your website. That’ll get you more audience.
These outbound links will also increase something called your domain authority. It’s one of the factors that search engines employ when calculating your page rank. An increase in your domain authority equates to an increase in your page rank.
That means that when someone runs a Google search, your webpage will rank higher in their search results.
Infographics Tell Stories
If you’re wondering how to use infographics, focus on the story.
Figures alone often miss their mark because they’re impersonal. They’re unrelatable. It’s difficult for the audience to see how they connect to their lives.
One of the best marketing strategy tips we can offer you is to use your data to build a story. Weave that information into a narrative that touches on your viewer’s lives. How and why should your statistics affect them?
Your readers understand the impact of your statistics because you made it personal.
They get your water purity tables because their children might be ingesting chemicals. They understand your atmospheric pressure predictions because they might have less food to eat. They grasp your population density predictions because they’ll be stuck in traffic every day after work.
Stories also produce strong emotions. They allow us to experience encounters that we never lived. And they leave us feeling as if we just lived the event ourselves.
These strong emotions increase our attention. In turn, increased attention improves memory retention. So not only do we relate to your data but we also better remember that data.
Stories also convey the history, values, and culture that unite people. When it comes to our families, our communities, and our countries, stories are the ties that bind us. They create a common ground.
You can use that to bolster how your audience perceives you. It will increase the trust they have in you. It’ll also make them see you as an authority figure.
Nowadays digital marketers and internet gurus know the value of stories. 74% of marketers use visuals in their social media messaging. They see the impact infographics have on their customers and followers.
What kind of an impact might it have on yours?
The Many Benefits of Infographics
Now that you better understand the benefits of infographics, how do they apply to you? What data are you finding difficult to convey? How can you paint it into a story that your audience can connect with?
If you run into roadblocks, run a quick search for “popular infographics” to give you some ideas. If you’re stuck and you’d like to have a conversation with an infographics expert, reach out to us today.
Emotions: The Secret Ingredient of Video Advertising
Time marches on. And as it does, video advertising is marching ahead right along with it. It's beginning to be an essential piece of every brand. Without a focus on it, you'll have a lot more trouble succeeding than you would have previously. The key to a great video marketing campaign is capturing the right emotions and presenting them to the viewer. If you'd like to learn how to utilize the emotions of your viewers rather than just throwing videos into the void, well then, go ahead and use that emotion known as curiosity and keep on a reading.
Why Emotion Is So Important to Video Advertising
No one likes to watch a boring video. Unless you're in bed trying to fall asleep. In which case, it's a great sleep remedy. On the other hand, if you want to grab a viewer and not let go, creating a video marketing campaign is a bit of balancing act. One where you need to engage with your viewers on a basic level but also make sure that you're able to get your point across in a clear manner. Something can be overly exciting, grip the viewer tightly, but still not get the point through clearly. You can also create a video that is just a long transcript of your message but leaves viewers yawning. Not a good idea.
The happy balance, in the middle, is when you spend the time crafting a video that carefully engages the viewer's emotions. And one that will connect with them on very real and relatable level.
Build a Bond
Your brand is the face of your company and using emotions to ensure that you're able to bond with your customers is key. Don't get me wrong, there are many ways to bond with customers but video advertising is one of the best, in my humble opinion. After all, you want to speak directly to the viewer, causing them to feel like they're part of something in a way that doesn't feel like advertising. This doesn't just apply to things like making your brand stand for a cause. The bond can be much simpler than that used by larger brands where various products end up tied to various causes. You just need to make the viewer feel like their purchase makes them part of something. It needs to make a believable, truthful connection with them. That's the basis of forming a very powerful bond that can be used in your video advertising campaigns.
What Emotions Work the Best?
We're not psychologists here. We're ad folk. But we'll give it our best shot with some good old common sense. Obviously, not all emotions work well when you're trying to use them in your campaigns. Evoking anger, for instance, isn't going to help matters when you're looking to make sales. The feelings which are most often invoked in successful marketing campaigns are:
- Happiness
- Friendship
- Inspiration
These feelings are generally positive and are the easiest to use. They create a positive emotional association with your brand and can inspire people to buy what you're selling. More touchy, but still usable, are negative emotions. Think about those overly sad ASPCA ads, through the use of music and imagery they inspire a feeling bad enough even the singer can't seem to make it through them. But they've also inspired a lot of donations to the cause because of that. Anger is most often used in political campaigns, where people can be made aware of issues that they want to vote against. Even disgust is sometimes used as a manipulative emotion to discourage negative behavior like smoking.
Needless to say, the emotions you use are essential to your brand. Once you've decided on a tactic it's going to become an vital part of branding yourself and effect your campaigns for quite some time moving forward. The emotional bonds formed through the use of emotion are a lasting strategy, not a one-off.
How to Use Emotions in Your Campaigns
But how do you use emotions in your video marketing? Well, for many people, the front-end strategy revolves around hiring someone with a background in making videos to do it. But you can do a good job yourself provided you think through all the primary aspects of your videos.
The Script
The script is important, of course, but it's not going to be the sole factor in making sure that you're grasping the emotions you want the audience to feel. Indeed, it can be less important than many think as long as it's primarily on message. Overly bad writing can lead an ad to be lampooned, but a decent script is probably the easiest part of keeping things moving forward.
Music
Music is one of the big factors when you're trying to get the right emotion across. I've always been a huge proponent of deeply researching and finding that perfect piece of music. It can be so very, very powerful and moving. It's not only the music playing in the background either, but it's also the way that the music swells or fades as the script goes through its key points. Here's a few examples we did. For Intrepid, we chose music that was irreverent and motivating that captured the essence of the maverick nature of the brand. Conversely, for The Homefront Foundation, we were addressing a very serious and heartfelt emotion and that music reflected the messages that were coming across in the video.
Cinematography and Editing
The focus on your cinematography is a make-or-break element of your ad. Good cinematography can make a mediocre script evoke whatever emotion you want. Bad cuts and sloppy edits can make an ad a complete laughing stock. Which is why most people hire experienced folks to handle their video advertising. Editing is another key. While it seems obvious you'd be surprised at how many people overlook the editing process and just slouch their way through it.
The Big Picture
Always make sure that you use a focus group for an ad before running it on your website or YouTube channel. If you don't have the funds, then run it by some friends and family to see how it makes them feel. The overall picture presented should be in harmony with the feelings you're trying to invoke when they think about your brand.
Create a Brand to Remember
When it comes to video advertising the biggest key to making your campaign a win is the emotional focus. Without it, you'll be left with something bland or generic. There's a lot to be said for doing things yourself. But... there's more to be said for using a time-tested professional to handle your branding in its entirety. I hope this was helpful and please, by all means, check out some of our previous work and see if we're the right fit for you.
Overhaul Your Strategy: Social Media Trends and Strategy to Follow in 2020
If you're going to make social media work for you, then you're going to need a strategy. A darn good one at that. Whether you're a blogger, artist, or business, you need to use social media to communicate with people and raise awareness. But blindly launching a social media campaign won't get you very far. You've got to implement a strategy to achieve great things.
In this post, I'm going to talk about some of the biggest and best social media trends that will improve your overall strategy. If you've been apprehensive about leaning into social media because you're not sure how to succeed, sit back, put your feet up and let us help you figure it all out. While it may not be rocket science, you can't just expect it to work for you without putting the work in yourself.
Don't Tear Down Communities. Build Them.
As we all know, one of the best things about social media is the ability to interact with your audience. And do it virtually in real time. It doesn't matter what you're selling; when you can relate your image and your product to an audience in a meaningful way, then you're going to get more people paying attention. This goes far beyond brand building. You've got to encourage a sense of community around your brand so that even when you're not engaging with your followers, they're engaging with one another.
A community can come in many forms. Ultimately, you want it to work both online and offline so the conversation around your brand never stops. You might be asking yourself (and if you're not, then I am pretending you are!) "how do you start this from the ground up?" It's important to use insights that the major platforms give you to come up with posts that take them into account. Specifically, look at engagement. Having lots of followers is a great building block, but you'll start to see followers turn into customers when your likes and comments increase. This is where it all comes back to content. Work on putting out content that gets people talking and encourages that sense of community that you're after.
Video Is King.
Video has taken over the digital marketing landscape and it's obvious now that people like to get their information from a video rather than reading it on a blog or a post. Like this one. But hang in there because there's more juicy nuggets coming your way.
You can use social media to promote your videos and even create video content directly on some platforms. Social media companies have made video easy to produce, and it's the best way to instantly communicate with your followers. Stories and IGTV on Instagram give you a platform to say and do whatever you want. Similar features are available on Facebook, Twitter, and many newer platforms. The video content that you should be pushing on your social media platforms isn't polished or sales-oriented. It should be raw and relatable to your followers so that it better suits that sense of community that we talked about earlier.
Word of Mouth Marketing.
Word of mouth marketing is a concept that we've become accustomed to for a long time. That's how a business grows from a starting point. You provide a great service, then encourage happy customers to tell everyone they know about your business. In essence, they've become ambassadors of your brand and that is very powerful. Well, obviously social media takes this concept to a completely new level. Whereas before, a happy customer might tell their sister and a few friends about a pleasant business experience. Now, with social media, you can tell someone halfway across the world about a brand that you've fallen in love with. This isn't exactly a "new" trend anymore, but this globalization of small business has only intensified and nowadays, more people are inclined to look at reviews online and take recommendations from someone they don't know on social media than trust a friend's suggestion.
So with that said, encourage people to tell others about your products and services and you'll see the awareness spread.
Outside the Soap Box.
One of the new developments in social media marketing going into 2020 is the rise of alternative platforms. Of course, Facebook, Twitter, and Instagram are still at the top and should be the focus of any strong social media marketing campaign. However, things like Pinterest, LinkedIn, and now TikTok are grabbing attention. Even Instagram is launching a new feature called Reels to combat TikTok.
Choosing which platforms to put your time and effort into developing depends on what you're trying to promote. TikTok is a relatively new platform that's seen rapid growth in the last year, but mainly with a younger demographic. And as I mentioned, even Instagram will have a platform like this as well. If your aim is to sell products, Pinterest might be the best option for you. LinkedIn remains focused on B2B interactions, but it's more valuable than ever for companies that are primarily interested in that. We're seeing these "alternative" platforms rise because they've begun to hit their stride and find their niche. Now you can find an alternative platform that works for what you're trying to sell, where before it was confined to the big 3.
Build Your Brand.
Brand building is still one of the most important social media trends out there. If you don't have strong branding, then you're going to be forgettable in a world that has huge quantities of everything. The best way to stand out is to focus on consistency across all social media platforms. Consistency of voice in your content and engagement with followers is important, but so is your visual consistency. We're big on real, human connection here at the agency and we believe that providing one with your followers is a characteristic of great brands. It's all about understanding the value of personalization and a positive customer experience and coupling that with great stories. You have to believe in what you're promoting if you expect your followers to as well.
Forget Hindsight. Foresight is 20/20.
Some of these social media trends are old mainstays, while others are new ideas that have grown out of established ones. To really improve your ability to market yourself on social media, you've got to stay informed on what's happening and what's coming. What's important today might see diminishing returns in 2021. Anyway, I hope this has been helpful in understanding how important we feel putting special emphasis on branding and creating a community for your followers to engage each other in really is. You'll see positive gains in both your public perception and your digital advertising strategy.
If you'd like some help with building your brand over social media, contact us here at EraserFarm. We're a Tampa-based digital marketing firm that takes human emotion and makes it part of the DNA of your marketing strategy. Check out our portfolio to get a better idea of what we're doing for our partners and what we can do for you.
The Logo Design Basics: How to Create a Great Image for Your Business
McDonald's golden arches. Nike's checkmark. Apple's... apple. Today, brands are increasingly recognizable by their standout, eye-catching logos. Companies that neglect essential logo design basics, however, will fail to create a logo that breaks out from the crowd. When you do stand out, you can attract new business and build your business. A consistent brand that starts with a memorable logo can increase revenue by up to 23%. Want to develop a great image for your business! Start with your logo.
Here are the ten tips you need to create a logo that stands out from the rest successfully.
1. Add More Meaning
Too many logos fall into the quicksand trap of choosing dull, overused images. If you want to stand out, consider using the visual double entendre technique. This design technique takes two or more recognizable images and combines them for an eye-catching effect. What images connect back to your business? Consider what images people already associate with your brand. Then, determine how you can connect the two. This technique can add a fun, clever element to your brand. Instead of using imagery thousands of other companies have in the past, you can make sure your brand remains distinct. Careful not to get too clever, though. If your customers can't recognize the images you're using, they won't remember you.
2. Consider Your Colors
A signature color can improve your company's brand recognition by up to 80%. As you add these logo design basics to your brand, consider your color choices. Check out this color psychology map as you select your shades. What emotions do you want people to experience when they look at your brand? The right combination of colors can add another layer of meaning to your logo.
There are also different color palette combinations to choose from. A few include:
- Analogous - three colors side by side on the color wheel (green, yellow-green, yellow)
- Complementary - two colors opposite from one another on the color wheel (red and green)
- Triad - colors evenly spaced out on the color wheel (green, orange, purple)
Finding the right color combination creates an effect that's pleasing to the eye. As you develop your logo, try different color palettes to see what best suits your brand.
3. Avoid Design Clichés
Using design cliches won't help you stand out from the competition. When potential customers see the same images over and over, their eyes glaze over. Remember, you're trying to attract people to your business. What makes you different from the competition?
A few cliches include:
- The overhead arch
- Overlapping letters
- Using Helvetica, Papyrus, or Comic Sans
- Random colored dots
- The chat bubble
Instead of falling into the crowd with clichés, consider these 10 top brand marketing trends to amplify your reach and attract new business!
4. Consider Going Custom
There are more font typefaces out there than Helvetica and Papyrus. If none of the already-made options speak to you, consider creating a custom font. A custom-made font can give your logo a unique feel. You can also work with a designer to make sure your typeface captures your brand's personality. With a custom font, you're standing out while staying true to your company's brand.
5. Don't Neglect Simplicity
While you want to stand out from the crowd with unique imagery, it's important you don't overdo it. Sometimes, a little simplicity can go a long way. Don't overcomplicate your logo with crazy script fonts of dizzying double entendre designs no one understands. Instead, focus on your brand. How can you illustrate your company's personality? Work to capture the heart of your company in a classic logo. Then you can expand on it for a design that makes an impact.
6. Recognition Is Key
Instead of following the pack by using design clichés, consider imagery that will make you immediately recognizable. Think about the Evernote logo. They use an elephant head within their imagery. However, it's the folded ear (like the page of a notebook) and curled trunk that helps them stand out. As you develop a classic logo, start with a basic idea. Then expand on it. What can you do to turn your logo design into something unique?
7. The Beauty of Symmetry
Symmetry is pleasing to the eye. If your logo starts to look complicated, take a step back. Prioritize proportion and symmetry within the design. Symmetry will ensure your logo is balanced and consistent. Otherwise, it could end up looking complicated and chaotic.
8. Know Your Negatives
Using negative space is another way to add extra meaning to your logo. Consider the FedEx logo. Hidden between the second "e" and "x" is a small arrow. This imagery adds movement and extra meaning to the shipping company's logo. If it works within your company or blog logo design, try utilizing negative space. In addition to adding meaning to your design, it will also help demonstrate your company's wit and creativity.
9. Add Action
Movement (such as the Twitter bird in flight or Puma's pouncing wildcat) can give your logo energy. Instead of taking a passive approach, add movement, and activity in your design. For example, you can point your imagery upward, so it looks like it's moving. This will communicate a sense of motion, activity, and liveliness (instead of leaving your logo looking sleepy).
10. Know Your Brand
Above all else, know your brand. Your company has it's own story and history. Try to distill that story within your logo design.For example, the Apple logo has a "byte" missing from the apple. The World Wide Fund for Nature panda was inspired by a panda at the London Zoo, Choosing imagery that tells a story will spark intrigue and help people recognize your brand from the rest.
Design It Right: 10 Logo Design Basics You Need to Stand Out
Design it right and stand out from the crowd! With these 10 logo design basics, you can connect with customers through an eye-catching brand. Otherwise, you're fading into the crowd and potentially losing customers.
Ready to stand out from the crowd? Let's work together! Contact us today to get started with your next logo project.
3 Reasons Why Packaging Design Is Just As Important As Your Product
Approximately 67 percent of consumers state that the packaging of products influences what they wind up buying. And 63 percent of consumers stated that cardboard or paper packaging makes a product seem high-quality or premium.
This makes it clear how important your product packaging design is and why it is so important you pay attention to what you are using. Remember, the packaging you use ultimately goes into your brand identity.
If you are trying to create a strong brand identity, you have to use good storytelling to establish your brand as relevant and unique, and to make it more engaging for your target audience. Keep reading to learn more about package design and how to ensure yours conveys the right message to your target audience.
1. The Right Packaging Makes a Good First Impression
Regardless of what industry you are in, you have competition. You have to think about how you can differentiate your product from your competition.
Effective packaging is one of the best ways to stand out from the competition and to attract customers. If you are selling in a brick-and-mortar store, the packaging design is the first thing a potential customer is going to see. They may get their first impression of your product and company based on the packaging you have used.
Even though the total value of your product isn’t determined by how it is presented, this is the first (and sometimes the only) opportunity you have to win a customer over.
The graphic identity of the package you use needs to capture your buyer’s attention. Think of the packaging you use the same way you think about branding and advertising.
2. The Right Packaging Design Creates and Demonstrates Your Brand Identity
Brand identity helps to connect with consumers in two ways:
- It creates a clear impression of a product or company
- It reminds consumers about the products or brand
The packaging is a key element in sharing and defining brand identity. The impression you create for your business and your product is what helps consumers not only recognize it but remember it.
Look at your current packaging. Does it clearly show your company logo? Does it include company trademarks, fonts, or colors? If not, then it’s time to consider a redesign.
Put simply, a customer should be able to glance at your product’s packaging and have it create a new impact or rekindle a memory.
3. Your Packaging Communicates all the Important Information
Not all packaging is created equal. However, there is something that they should all adhere to. The packaging you use should be informative.
You need to tell a user everything they could need or want to know. Put all the answers to common questions on the outside so they learn about the product before the box is opened.
Some questions the packaging should answer include:
- Why is this product needed?
- When should the product be used?
- Where was the product made?
- What is the product used for?
- Does the product have limitations?
- What skills are needed to use the product?
- Who designed the product?
- Who is the product designed for?
By answering these questions, the customer is going to be able to see why your product (rather than the one next to it) is the right option for them.
Tips to Use Your Package Design for Brand Storytelling
As mentioned above, the packaging you use should tell the story of your brand. Now that you see why it’s so important, it’s time to ensure you get the packaging design right.
Target the Product’s Audience
When you begin designing the visual elements of your package, you need to consider your target audience. For example, if you sell products for kids, use a colorful style and bold, large typography.
If you are targeting career-oriented adults, use a minimal design with typography that’s more elegant.
Convey the Experience
The package design you choose needs to reflect the experience of the product. For example, eco-friendly products need to be packaged with sustainable materials to build trust in the product.
If you sell a luxury product, use high-end materials for packaging, rather than cheap packaging. If you have a product that touts convenience, the packaging should be easy to open and use.
Create a Design that’s Aesthetically Pleasing
Most people judge a book by its cover – it’s really human nature. If they see a brand that has put effort into the creation of a package that’s visually appealing, they are going to assume this reflects the brand’s effort to make a high-quality product.
The real challenge is being able to create a great looking design, but that’s also unique in relation to the competition.
Details Matter
You can’t ignore the small details that go into your packaging. A carefully planned package design is going to let your customers see you mean business.
Details like FDA information can help you gain your customer’s trust, and help ensure the item isn’t recalled off the shelves.
Getting Your Packaging Design Right
The packaging design you ultimately use can have a huge impact on your brand identity. You should use the packaging to help spread awareness of your business, brand, and the products you offer.
It should also promise to deliver on your UVP (unique value proposition) while targeting your audience and speak to the brand’s personality. Not only should you use packaging that leaves a great first impression, but it also needs to have a lasting impression.
If you want to create amazing packaging, but don’t know where to start or what to do, contact us. We can help you get the desired results with the product packaging you use.
Rebranding a Company: 10 Signs its Time for Your Business to Update its Look
Like anyone who has started their own agency ( or business for that matter), my partner and I give everything we have to the business and have so since day 1. And as such, I am aware of the difficult decision to make a change. While we haven't reached that bridge yet, circumstances can arise that will force you to seek out a new look for your company in order for it to survive or thrive well in the market.
Most people have the mentality that the brand of a company consists only of a logo and name. On the contrary, because there is more to a company’s brand than just its name and logo.
An outdated image, new management, and international growth are some of the reasons that may indicated the need to rebrand a company. If it has been a while since your business look was designed, it may be time to take another look. Here are a few signs that should tell you its time for rebranding a company.
When Your Company Name Or Logo Don’t Reflect Your Vision Anymore
One thing is for sure, the world keeps on changing. For your business to thrive you need to adapt and change right along with it. Your business name could have sounded like a great idea five or so years back but now it might not reflect your brand anymore.
This could be the case because your business name could be outdated or maybe society and its cultural changes have contributed to the alteration of the meaning of your brand's name or logo. Whatever the reason is, don’t let it be a burden that will slow your business down in any way.
Embarrassed Of Your Own Business Card
If you find yourself in a situation where you are ashamed to give out your business card or share your website with new people or customers, this is clear evidence that your company is outdated and needs a rebrand. There are so many interesting and clever ways to design a business card that will impress folks. Many times it is the first real piece of communication about your company someone may have.
If you feel that your website address needs a disclaimer or your business card is a little cringe-worthy, boring or stale, well, maybe these are some valid signs your company could benefit from some rebranding.
Be Different From Competitors
You simply can't ignore your competition. You need to take a look at other businesses and compare yourself because they might provide insights as to where you can make changes in your business. This can be the change you need in the process of rebranding. reluctance to adapt to new times has always been one of the company killers.
Change In Business Model
Each company is built on a set of values and objectives but due to unpredicted changes in our world these objectives can transform with time. They could be facilitated by technological variations or unforeseen market opportunities in the market.
The changes experienced in your business models can change your company’s brand. If you find yourself falling victim to this situation, don't shove it aside. Make sure you take necessary measures to rebrand your company.
Outgrowing Your Brand
Scaling is one of the problems experienced in business. In order to compete highly with rival brands, you need to change your old name and logo in order to meet the current needs of the market. Check our article on brand positioning to help you strategize your business for a better market share.
If Your Company Is Undergoing Through a Merger
Sometimes it can be difficult to find the right fit for a new company’s brand to adjust from the parent company. It’s a good opportunity to change your brand when your business is undergoing a merger. And that's because you’ll be able to represent new strategies and objectives of your new company to your users. Failure to change a brand in an acquisition or merger can cause confusion due to poor brand alignment. This will wreak havoc on both brands involved in the merger.
Changing Or Expanding Your Geographical Location
Companies often experience growth in the market and they start to expand. This will force them to relocate to a better location or open another branch in another area to facilitate the expansion of their services. Once your business starts to experience this kind of change, you need to rebrand your company for national and international significance.
Lack Of Attraction For Top Talent
All upper echelon talent wants to associate with top company brands. If your company can’t recruit great employees to boost your business to another level, it’s clear that your brand services are outdated. This could be because of subpar trade standards or clinging to old and outdated market morals. Rebrand your company not only for the sake of the current employees but also for future employees too.
Connection With New Customers
There will always be new generations to utilize their capital in the market. Your company can only satisfy their needs by adapting to the needs and requirements of each generation. Rebranding is a way to recreate your business in order to meet the goals of these new audiences.
A good company is the one that is able to adapt with time and meet its customer's needs. This is because no one is interested in purchasing commodities or services that were previously associated with our parents.
Difficulty In Raising Your Prices
If you’re experiencing problems with fixing your brand's products and service prices in the market despite the high prices of materials, you should try rebranding your business You see, sometimes the way to boost your company’s business is through changing the minds of those you serve.
Rebranding could help to reshape your business and change your customer's perspectives about your products and services. This will in return help you raise the prices of your services accordingly.
Rebranding A Company Helps To Gain Better Chances In The Market
An effective and suitable brand is something difficult for any company to pin down. It’s also important to note that a powerful and sustainable branding is also something that consumers can’t fail to spot. So if you have any strong reason to change the general outlook of your business, take all the essential measures to do it.
Rebranding a company in good time will bring in more capital and help avoid losing customers and employees. Be sure to contact us if you need to redesign your package or forge a new eye-catching brand identity for your business. We'd love to work together.