Month: June 2017

Building a Cohesive Brand Identity

489783302I know companies understand that they need to have a brand, but many miss the mark on creating a cohesive brand identity. Although many may see this as ‘fluff’, creating a strong brand identity can be a complicated process that’s difficult to master.

As I tell many of my clients, brand identity is not just a logo; it’s the entire visual language that your company uses to communicate with its audience. It’s the art of portraying the right message and making a lasting, first impression.

Brand identity answers the questions what do you want your story to be and how do you want to be perceived in the marketplace? I’ve outlined below 7 steps that will I hope will help you in developing a cohesive brand identity:

  1. Review your current brand and your competition: Think about how your brand is being perceived in the marketplace and whether the message you’re delivering is clearly understood and reaching your target audience. It’s not enough to just review your brand; you need to understand what you’re up against. Have you done your market research? If not, now is the time.
  2. Audit your audience: Know your audience! Build a brand around what they want (not what youwant). It’s a competitive world out there. If your customers don’t find what they’re looking for from you, they will find it from someone else.
  3. Choose your theme: Choose your theme wisely. A well-conceived theme creates a powerful and effective communication platform which will deliver a higher ROI. A theme is compelling and engaging because it’s able to communicate your brand identity more effectively. It takes brand identity to a whole new level.
  4. Develop a consistent colour palette: Your colour palette is typically defined by the colours in your logo and is the foundation of your visual brand identity. The colours don’t have to be identical to those in your logo but should complement them. Very important – your colour palette must work well with your website and printed material.
  5. Don’t go overboard with fonts: There are hundreds of fonts to choose from but don’t go overboard using too many fonts that may look creative but are difficult to read. Less is more. You can use a different font for headlines than for body text, but the font must be easy to read, and be consistent across your website and print materials.
  6. Use custom design elements: Looking off-the-shelf isn’t going to help you stand out. Custom design elements can be a huge asset to your brand identity. A professional graphic designer can create your logo and various elements of your website. The images don’t have to be the same throughout your website and print materials but all of the visuals should contribute to a consistent look and feel.
  7. Use a consistent tone of voice: You can’t tell your story without words. It’s important to give a great deal of thought to what style of writing will be consistent with the image that you want to portray in the marketplace and mesh well with your imagery. Consistency is key to a successful brand identity. A professional writer will be able to understand your voice and produce work consistent with it.

Every company needs a cohesive brand identity to compete in the marketplace but many miss the mark because they attempt it on their own. You need a professional marketing agency with strategists, graphic designers and professional writers. CreativeWorks Marketing has over 20 years of experience helping companies like yours build cohesive brand identities. Give us a call today and maximize your return on investment.

The Secret to Marketing Campaign Success: Plan, Plan & Plan Some More

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Failing to plan is planning to fail.

-Alan Lakein

Successful marketing campaigns don’t just happen; they take careful planning and a lot of time and effort. They’re focused, tactical initiatives designed to achieve specific marketing objectives. Successful marketing campaigns are thoroughly researched, focused on the details and executed perfectly. And, they must answer these seven questions:

  1. What are your goals and objectives?

The first thing you need to do is to clearly define your goals and objectives. Do you want to build or enhance your brand? Launch a new product? Introduce a new service? All of these goals and objectives are attainable with the right marketing campaign, and would vary depending on the needs of your business.

  1. Who is your target audience?

A marketing campaign is all about reaching customers, but who are they? Do market research to define your target audience, understand your customers, their preferences and why they come to you. Learn how your customers define your brand and how they compare you with your competition. Speak to your customers, use focus groups, surveys… You’ll understand what people will buy, why they’ll buy it and how to incite them to buy.

  1. Who is your competition?

Identifying your competition helps you understand more about your own business and how best to market yourself. Competitive analysis is your secret weapon. Who is your competition? How is your competition different than you? What are they doing that you’re not? How are they perceived in the marketplace? These are a few questions you should be asking yourself when analyzing your competitors.

  1. What differentiates you from your competition?

Now that you know who your competition is and have a better understanding of them, you can clearly define what differentiates you from your competition. What is your value proposition? Is your product offering more aligned with your customers’ preferences? Are your prices more competitive? The more information you know, the better you’ll be able to differentiate yourself from them.

  1. What’s your budget?

Before you begin planning how to reach your target audience, you must first establish your budget. On the basis of how much you have to spend, decisions can be made on which channels will deliver the best bang for your buck.

  1. How will you reach your audience?

There are many ways to reach an audience, many types of messaging and many avenues with which to deliver the message – social media, email, SEO/SEM, sponsored links, banners, newsletters, radio, television, newspapers, magazines, billboards, signage, sponsorships… The channel(s) ultimately chosen will be dictated by the goals and objectives of the marketing campaign, your target audience and your budget.

  1. Was your marketing campaign successful?

The key to measuring the success of your marketing campaign is monitoring and measuring. What were the sales numbers? Increases in revenue? Downloads? Subscriptions? Calls? Increased traffic to your website? Click throughs? Conversions?

Launching a marketing campaign is a long and complicated process that requires a professional touch. Each step along the way has to be carefully planned, executed and measured. CreativeWorks Marketing has over 20 years of experience designing, executing and measuring successful marketing campaigns. Take advantage of our knowledge and expertise. Give us a call and let’s discuss your next marketing campaign.