Tag Archive: brand

  1. The World Doesn’t Need Another Podcast (So They Said)

    “The world doesn’t need one more podcast,” they said.  I kept hearing that refrain in my mind over the past several months: morning, noon, and night – and it continued to echo in the same noisy head as I contemplated a new podcast: Brand Narrative.

    The trouble with voices like that is that they keep us from doing our best work.  They keep us from stepping out and doing the thing that we think should be done.  They keep us from creating the art we were meant to create.

    What would happen if we listened to those voices?

    Well, if we didn’t create a new podcast for Findsome & Winmore, we wouldn’t be able to highlight our talented team members with insight to share about their passions.  We wouldn’t be able to hear from our clients about what they’re experiencing and learning. We wouldn’t be able to learn from industry experts about how current events of today will impact our field tomorrow. And most importantly, we wouldn’t be able to share all of that with people who might benefit from it in some way: the next entrepreneur, creator, or person simply reluctant to take their next step with an endeavor.

    So we’re officially ignoring that voice and inviting you to listen along with us to hear what that sounds like.

    In our first few episodes we’ll cover topics ranging from what a Major League Baseball team got wrong when it changed its name to how a thriving restaurant group masters marketing with virtually zero advertising.  We’ll also draw marketing lessons from the late Arnold Palmer — the person, the brand, and the team that carries his legacy forward today.

    So please check us out at www.BrandNarrative.fm or search “Brand Narrative” wherever you get your podcasts.  A few of the more popular places include Apple Podcasts, Spotify, Audible, Google Podcasts, Stitcher, and Overcast.

    Send all compliments and complaints to feedback@brandnarrative.fm.  We’d also love to hear your marketing questions (you can send us a voice memo) and ideas for show topics.

     

  2. Creating the32789: Brand Consistency is Key 

    The Key to a Consistent Brand 

    Again and again, we hear that “consistency is key. When developing a brand across multiple channels and touch points, that couldn’t be more trueSo as the Findsome & Winmore team was designing, writing and developing all that is the32789a digital-only, hyperlocal news platform, we knew creating brand consistency that flowed seamlessly between various platforms was essential. the32789 lives on the websocial media, email and has the potential to make its way to more mediums. But no matter where we take our brand, telling the stories of Winter Park while sharing a story of our own is crucial to fostering brand recognitionconsumer trust and loyalty, and a strong sense of who we are. 

    Because were a new face to Winter Park residents and frequentersmolding a strong brand identity early on was important. We wanted to spark more than a brief buzz–we aimed to become household name. So we produced a local brand we felt was so memorable and unique that it’s worthy of attention and brand awareness that would long outlive its launch date. And though we set out to have a solid foundation from the get-go, the same can be done for existing companies looking to strengthen their branding consistency. 


    From Brainstorming to Brand 

    In the brainstorming stage, we looked to the roots of who and what we were representing. Because the32789 focuses on the happenings and inhabitants of Winter Park, we looked to the suburban city’s identity to mold our own. By borrowing from the scene that residents and locals know so well, we created an inviting look and feel that felt familiar and welcoming. 

    We sought out brand colors to radiate Winter Park’s artworkvenues and landmarks with three classic primary colored hues of ocean blue, mustard yellow and rustic brick red. Our feather-inspired mark symbolizes the understood mascot of the city, the peacock, while paying homage to water and forward motion–all part of our modern brand. 


    The purpose behind the32789 played an integral part in its creation, so from platform to platform, our core values (truth, storytelling, style and design, and diversity of opinion) are always at the forefront. We cultivated a multichannel presence with our audience, as we knew that’s where they were spending approximately 6 hours dailyAnd because we’re solely an online effort, it’s a must that the32789 comes to life digitally to establish brand awareness. The only way to do so was by embodying Winter Park’s community and connectivity amongst locals. 

    After cementing who we are and what we look like, we considered where the32789 would exist and how we could stay true to our aesthetic. We then developed brand assets that beautifully flowed into any space. 


    Design and Photography 

    Credibility and familiarity are at the core of our brand. We’re a new, local platform, so seeking out our own truths and capturing stories from our own lens is important to us. Images play a huge role in any story. Not only do they illustrate what’s happening, they work as a piece of the32789’s identity. 

    Lucky for us, Winter Park is the epitome of picturesque–providing beautiful shots that are both iconic and historic. Behind these original images that are stories waiting to be told. These original photos live not just on the site, but on social as well. And because original photography is a main piece of the32789, we implemented graphic standards like our color paletteoverlays and typefaces on Instagram to bring brand consistency to our social grid. 


    Website 

    Though each aspect of the32789 is important, web is our main space. It’s where stories live and breathe fully and where so much more about who we are can be found. Because of the recognizable color scheme and distinctive mark overlays throughout the webpages, our brand stays consistent through and through. 

    Finally, as do all of our platforms, our website drives users to our other spaces so all things the32789 work in harmony, living cohesively in one way or another. Whether we’re encouraging web visitors to engage with us on social with a share button or sign up for our emails, the32789 Weekly, the goal is always to keep our brand top of mind. 


    Copy and Messaging 

    As mentioned, the32789 was created to be a voice that speaks to Winter Park residents and visitors. To make this clear, we framed our tagline around a phrase that could be applied to many Winter Park interests. It was understood that our tagline, “for the locals,” had the potential to be applied to multiple audiences, stories and iterations. Because it can be rewritten in so many ways (business for the locals, food & drink for the locals, and news for the locals to name a few) it encompasses several aspects of the city and those who call it home. By framing our messaging, tagline and overall brand voice around the community we serve, we’ve built a brand that truly is for the locals. 

    Overtime, we want our brand’s being to be ingrained in the minds of consumers. They should have the same impression no matter where they first encountered the32789. And as we continue bringing news and current events to the Winter Park community via the brand we’re so proud of via the32789, Findsome & Winmore will be behind the scenes creating lasting brands just like this one for our clients. 

  3. What Is The Value Of A Website?

    “I want a new website, and I want it cheap.” Trust me, many people do.  Plus who doesn’t like a bargain deal?  But, maybe there’s a reason why cheap isn’t always better.

    Maybe you’re a new company, or perhaps an existing company — but you’ve realized you need a new website.  When thinking of the cost and what you might need, it may be something that you imagined to be fairly quick, simple, and low budget. 

    Companies that typically try to get the best bang for their buck end up spending more in the long run.  Why?  Well, that picture perfect website you imagined only ends up working on one platform, such as Internet Explorer, and unfortunately it wasn’t designed to match your brand.

    There are many reasons why investing in a well-crafted website is a must:

    Get it right, the first time.

    Use a reputable company with great experience.  An agency that focuses on design to best represent your brand is a first indicator that you’re on the right track.  Consistency  is key in marketing your company and building credibility.  If your site ends up looking like something completely different then your business, then it wasn’t built for success.  Your website should visually encompass your brand. 

    Using an agency that cares and takes the time to ensure that the design meets your business standards is the first measure in incorporating a well-made site.

    Just because it’s pretty doesn’t mean it works.

    Sure, it looks great.   And yes, I’m sure you’re thinking “didn’t you say it was supposed to match my brand?”

    An innovative and contemporary design is great, but what’s great about a website that doesn’t function on all browsers and devices?  Design and Programming are best friends and work together like Jack and Sally.   You want a user-friendly site that is easy to navigate, fast loading, clean and concise, and works on all supported browsers and devices. 

    A site that was thrown together like paper mache, won’t give you the benefits of programming for all platforms, browsers and devices that our everyday users are consumed with. 

    Building the site with SEO in mind will help in your search rankings.   Web developers that take the time to do this will help you benefit the most with your search by adding title tags, alt-tags, keywords and making the page(s) SEO optimized.

    Testing of the website is another big factor that many businesses tend to forget or don’t think about when factoring in the build of a website.   Just because it’s built, definitely doesn’t mean that it’s perfect.   That’s like building a house but not having anyone check the foundation or inspect the wiring.   Taking the time to view and utilize the website as a user would on each device is important.  Occasionally, the site may look flawless on a laptop, but may be buggy on an iPhone.   Troubleshooting to make all elements correct on each device may take longer than scoped, but it’s worth the time to make it right.

    Why I Ought To.

    A well built, up-to-date site will give your company the validation that it deserves.   Your site can provide information to your clients 24/7.  Being accessible when your clients want to obtain information about your company is key to marketing effectively.  These days, we are instantaneously driven to find out information about a company, place, or thing as fast as we can.  It’s crucial that you’re there readily with that answer.

    Your website can also help you gain new leads by providing an email sign up or contact area.  This is another marketing tool that you can eventually use to your advantage.   Give your customers a reason to want to be on your email list or to provide you with their contact information. 

    A site built with great imagery allows you to demo your office, explain where it’s located and introduce the people that work there.  This helps to promote familiarity.  People like to know that you’re real and who exactly they’re working with to create a trusting relationship. 

    Being able to build your website the way you want, allows you the flexibility to be creative and original – to show off why you’re different from your competitors.  

    So, how much…?

    If you’re wondering how much to invest in building a site or rebuilding a website, there is no clear cut answer.  In fact, a website scope typically alters as the building occurs. However, before assuming what it may cost, have a digital marketing agency give a proper look at your overall needs and see how to best optimize your site to give a proper assessment.

    Keep in mind that the question isn’t always, “how much is the cost?”, the question should be “how much value will my website provide me?”.

  4. Your Web Design Has 10 Seconds to Capture a User

    High speed and zero cost have become the price of admission for those wanting to capture the consumer’s attention through web design.  And our attention is divided enough as we know from those of us who insist on walking, driving, and sleeping while texting.  If you look around at other drivers on the road, for example, you will see many people staring at their mobile phones waiting for a red light to turn green.  But what is the message for brands?

    Anecdotally, we might presume that the consumer who is not quickly satisfied with a web page’s design or content will simply keep looking—and quickly.  But research data reinforces this premise.

    According to Jakob Nielsen, author of Don’t Make Me Think! A Common Sense Approach to Web Usability and perhaps the foremost thinker in this area of digital attention, concluded the following in a recent study:

    “Users often leave Web pages in 10-20 seconds, but pages with a clear value proposition can hold people’s attention for much longer…”

    The message from consumers to brands about web design is clear:  I don’t have a ton of time.  Give me what I want as soon as possible.  And if I can’t find it, I will move on because I know I can find it elsewhere.  I’ll just keep looking.

    So what are the best ways to be sure that your web design captures your users’ attention quickly?  Here are a few ideas:

    • Make your web pages visually interesting and engaging.
    • Be extremely clear about your message and sharpen it over and over again.
    • Think selfishly on behalf of the consumer about what would really provide value.
    • Communicate using clear headlines and clear copy points.
    • Use white space to direct more attention to your key points.
    • Invest in high quality photography.  A picture says a thousand words.
    • Give users something for nothing.  A white paper, a tip sheet, a downloadable guide–to make their lives or their jobs better.
    • Include a call to action to sign up for your email marketing newsletter, your Facebook page, etc.

    You only have a few seconds to capture your users’ attention using web design.  As a quick starter, pull up your company website and ask yourself if it meets the test(s) as described in the bullets above.