• Does your company need a rebrand?

    On: December 4, 2020
    In: Branding, News
    Views: 513
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    If your company is over ten years old, you may be thinking that a rebrand will give you a jump start for the new year.  Sometimes a rebrand is necessary but not always.  Before any final decision is made, you should invest in doing a significant amount of research and have a strong execution plan.  Rebranding is time consuming and takes an investment. 

    To help you decide, we have put a list of signs to consider if re-branding is the right move for your company:

    • Your brand is not distinguishable from your competition. Over time brands can start to look alike and fail to stand out in the crowd.
    • Consumers have mistaken your company for another. Your brand should speak to the consumer you are trying to connect with.  A rebranding should enhance your brand identity and appeal to existing and new customers.
    • Your brand looks outdated and needs to be modernized.
    • Your brand does not reflect your company values. Your brand strategy should articulate your company purpose, vision, mission statement and values.  
    • Your company has acquired new ownership or partnership.

    Do not make the rebranding decision quickly.  Take the time to make sure it is the right decision for your business.  If you need help determining if a rebrand is needed, please contact us at 520-745-8221.  We have helped numerous companies rebrand their business successfully. 

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  • Developing the right voice and tone for your company’s brand

    On: October 9, 2020
    In: Branding, Marketing
    Views: 749
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    I found this interesting blog from Devin Delfino on how to set the right tone and voice for your brand. It’s not easy. If you want to build a strong brand, tone matters since it dictates how the audience will feel about your message both in intent and character. Here is a reference guide:

    How to develop tone of voice for your brand
    Gather your company’s goals and values and audit previous content. To develop the right tone for your brand, you will need to know a few key details:

    • What the company is trying to accomplish — both overall and through a given piece of communication
    • The tone that the brand has used previously
    • The company’s core values

    Reviewing previously published communications and ask for impressions from your audience can also help you gauge where you stand. Combined, this information will give you a good idea about the kind of goals you want to accomplish, which will help shape the tone.

    Understand your target audience
    Tone can easily be mistreated if you do not have a firm grasp of who your audience is, to combat this problem consider conducting research on your company’s ideal audience, and what appeals to them.
    You should know your target demographics, age range, where they live, common interests and how they like to communicate. Keep in mind things may change depending on the platform you are using to communicate, whether it is social media, a blog, an e-newsletter, etc.

    Think about the four dimensions of tone of voice

    1. Funny vs. serious
    2. Formal vs. casual
    3. Respectful vs. irreverent
    4. Enthusiastic vs. matter of fact

    These are useful tools for understanding where your brand’s current tone falls, as well as for getting a visual representation of what tone you want to use going forward.

    Create tone-of-voice guidelines
    Once you gathered the above information, it is time to put that idea into practice, typically as part of a brand style guide.

    The “tone” section should include basic guidance like what a good tone sounds like versus what the company is trying to avoid, and providing examples for the reader in several contexts, like content marketing posts or social media. The more information you can provide, the easier it will be for people to stick to the desired tone.

    Keep your tone of voice up to date
    As with brand voice, tone is something that may not be static throughout the life of a business. It is vital to make sure that as the company changes, so too does the tone. That way, everyone who may have a hand in creating communications from the company is on the same page about what the brand voice and tone should sound like without deviating or slipping back into an outdated or otherwise undesirable place.

    Common tone-of-voice mistakes
    There are many opportunities to get “tone” wrong, especially if you do not take a balanced approach:

    • Mistake 1: Being inconsistent
      Tonal inconsistencies can create questions and even mistrust within your audience. It is vital to create a tone guide for your brand.
    • Mistake 2: Offending the intended audience
      Companies that go for the irreverent and funny sides, for example, can take things too far if they do not define how far is too far.
    • Mistake 3: Creating a forgettable tone
      Just like you can go too far at the opposite ends of the scales, choosing “neutral” positions could also backfire. Tone is meant to provoke an emotional response in the reader and failing to do so means being forgettable and irrelevant.
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  • Why SEO is important for your business

    On: July 14, 2020
    In: Branding, Marketing, News
    Views: 551
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    What is SEO and how can it help your business?  SEO stands for Search Engine Optimization and basically makes your website more visible to consumers searching for your service on the internet which translates to receiving more traffic and more opportunities to turn prospects into customers.

    Here is what you need to know and why it is vital for your business.

    • Keywords are words and/or phases that prospects use to find online content when conducting research. When researching keywords for your website look for ones that have high search rates and include short and long-tail keywords and local keywords.  Use keywords to optimize your titles and URLs
    • Content – this is the component that reaches and engages audiences. Content can come in a variety of ways such as videos, logs, infographics, podcasts, white papers, and social media posts.
    • Off Page SEO- external optimization that occurs away from your website with backlink building. Backlinks from external site help build authority.  They can be linked to guest bloggers, shared infographics, and influencers,
    • Local SEO- make sure you claim local directory listings so prospects can find you easily on their mobile phones. Main sites include Google My Business and Yahoo business, but there are many more that you should create pages for.

    The main goal of SEO is to increase traffic to your website. This happens when you increase your visibility and page rankings.  Most people only look at the first ranking page.  SEO can help your business build better relationships with the internet audience – improve customer experience with great content, responsive rates, increase your authority ranking, drive traffic to your site and give you the upper hand on your competition.  In short, you need SEO to convert prospects into customers!

    Frey Creative Marketing can help your business incorporate a SEO plan for your website. Call us at 520-745-8221.

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  • How to handle the 4 emotional stages of a crisis with your brand

    On: May 7, 2020
    In: Branding
    Views: 571
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    The latest AANA forum provided great insight on how consumers are responding to the Covid-19 environment.  They are fear, transition, tentative emergence and finally rebuilding.  Currently we are in the re-opening or third phase that brings hesitation and cautious optimism from consumers.

    You need to be mindful of what people want and consider their feelings and needs before triggering a campaign.  You need to adopt to these new behaviors and adapt accordingly.  I think consumers expect your company to adhere to Covid-19 safety measures and care about your health.  This message is now being over emphasized and people are becoming immune to it.  Think how many times you have heard the message of uncertainty, dark times, we are in this together…. ugh!

    The most important thing you should be doing as a brand is being of service to your customer.  Focus on what is important.  Be authentic and not insensitive.  The best thing you can do is be helpful and not talk about it.

    The worst thing you can do right now is to stop talking to consumers about your brand and how you are serving.  Use the current environment as a time to instigate conversations with partners you want to align your brand with for the future ~ retail partners, brand ambassadors, etc.

    The goal is to connect and create something so you will be better prepared and successful in the rebuilding phase that will come eventually!

     

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  • Creative Myth #4: Branding and Logos are the Same Thing

    On: July 13, 2017
    In: Branding, Marketing, News
    Views: 1074
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    These two words are often misused and misunderstood. Branding is about the elevation of a company, product or service from being a commodity to being distinct and recognized through identity, marketing, advertising and most importantly, client experiences. There are many competing products, services and organizations, but branding creates that crucial distinction from the competition.

    Logos by themselves are a graphic icon and/or typographic mark that identifies and represents a product, service or company. Logos are part of brand identity which is the visual part of branding that includes advertisements, signs, uniforms, packaging and many other collateral materials.

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  • Is your social media marketing working? Here’s how to tell.

    On: March 22, 2017
    In: Branding, Google analytics, Social Media
    Views: 1139
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    To measure your social media marketing you do it in a similar way in which you analyze all your marketing strategies.

    Measuring your firms reach is one of the most important first steps in this process. Reach is how many people are exposed to your account/advertisement. How many followers your Twitter and Instagram have and how many likes on a Facebook page your firm has are great measurements of how much exposure you social media marketing is receiving.

    Next, you must look at the level of interaction from people who were reached. Social media marketing can be highly interactive, which in turn can increase your reach. You can measure this by the amount of clicks, shares, likes, reposts etc. These are easily measured and can be done by someone fairly inexperienced.

    Most importantly you must look at your conversion rate. Your conversion rate is dependent on your original marketing goal…why are you advertising? Your call to action can be increasing visits to a store front or website, increase sales, or even increase brand awareness. It is all dependent on the firm and what they need to better their business. Google Analytics is a free tool to help you analyze your conversion rate, but there are many others out there too.

    Just like any other type of marketing it is important to realize that this is a great way to advertise, but it’s also extremely easy to lose a lot of money and time. As long as you keep up on your reach, interaction, and conversion you should have no issues creating a cost effective social media campaign.

     

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  • Brand Ambassadors: What they do & What are the Benefits

    On: December 14, 2016
    In: Branding, News, Online marketing
    Views: 1033
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    What is a brand ambassador? A brand ambassador is a person who represents the brand by going into the community and increasing brand awareness. They can accomplish this through many different faucets. For instance, they can create events, attend events, create a social media presence, or even use personal experience to spread awareness through word of mouth. Often times around colleges, brand ambassadors are unpaid volunteer positions given to students. If this is not an option, you can easily pay a brand ambassador minimum wage to entice them to help.

    When searching for your perfect brand ambassador it is important to make sure their values align with the brand. In most cases they will have very little supervision when it comes to being out in the community and interacting with potential customers, so you want to make sure what they are saying and how they are acting aligns with your company.

    The Benefits:

    • Inexpensive
    • Creates Positive Word of Mouth
    • Increases Company Awareness
    • Helps Reach Different Geographical Locations
    • Receive Direct Feedback
    • Seen as More Credible

    A brand ambassador can assist in brand awareness and brand image overtime. It also helps to create a direct marketing strategy to better reach your target audience. Remember, you want a brand ambassador to align with your target audience with regards to ethics and personalities.

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  • The Product Lifecycle and Marketing

    On: December 7, 2016
    In: Branding
    Views: 902
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    The product lifecycle is one of those things you hear about and only think of using when it comes to how long your company will live. Well using this idea with marketing can help you increase the effectiveness of your marketing budget.

    The first stage of the product lifecycle is introduction. This is just like a baby’s first breathes in the world. No one knows about your product or why they need it. The goal of your marketing at this stage should be to give information on the product and explain the usefulness of it. You want people to understand the product especially if it is a new product category. Your main purchasers at this stage will be trendsetters. Trendsetters tend to be the first to try out a product or service and then other consumers follow suit.

    Your next stage is the growth stage. This is a time where you want to increase awareness. You can do this by marketing to a broader audience while still targeting your market. The consumers who are usually next to purchase are mavens and you can utilize them to help market your product.  Now with the internet and icons on social media you are able to use these personalities to help bring awareness and attention to your product.

    The third stage of the lifecycle is the maturity stage. This is the time where people know about your product and may already be using it. This is where you want to have your marketing targeted at reminding consumers. Having a lot of advertisements in different media will help you do this. Another way to remind customers of your product is by launching a new product line. This can not only make your current customer rebuy, but it can help start your product lifecycle over with a new product.

    The last stage is the decline stage. Sadly, this means your company may not last much longer or it may become a novelty product. During this time you should decrease your marketing budget. There is no need to keep marketing a product that has become irrelevant to consumers.

    Overall, you are able to use the product lifecycle stages in order to help you direct your marketing messages. This can help you increase your longevity of your lifecycle while simultaneously increasing your revenues. When to pull out your marketing budget on a product line is a difficult decision and one that most businesses struggle with.

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  • Are Your Radio Commercials Working? Here’s Seven Ways to Tell.

    On: September 7, 2016
    In: Branding, Marketing, News, Radio
    Views: 1366
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    1. Be Creative. Radio is said to be “the theater of the mind.” It allows you- for a minimal cost- to create the most interesting man in the world, or an economy motel chain with a light on for you. A sharp agency can make your product (mnemonically) tap dance rings around your competition.
    2. Address Your Buyers. It’s drive time. Do you know where your audience is? You shouldn’t be spending money talking about semi-conductors to a group whose highest aspiration is obtaining front row tickets to a Taylor Swift concert.
    3. How You Say It Is Important. Skimping on production costs is like eating a chimichanga without sour cream and guacamole. It’s better than nothing, but doesn’t come close to reaching its potential. If your ads sound like they were recorded in the can, consumers will think your business is too. Insist your agency go the whole nine yards for quality production.
    4. You don’t think radio can affect your image?Imagine Hulk Hogan doing a spot for feminine deodorant product. See what we mean?
    5. Talk To One Person. Fascinate your listeners. If you just preach to them you’ll sound like your high school teacher. And get as much response.
    6. Start Strong. The first and most important step is to get their attention. We can do this without physically harming your customers.
    7. One Message. Reduce your commercial to one single message. This will keep it memorable…and from sounding like an auctioneer on a caffeine binge. Remember to sell one thing at a time otherwise you will confuse the audience and they are already easily confused!

    If you’re not getting a clear signal that your radio advertising is working, give us a call. You’ll get a lot less static and make a lot more noise.

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  • Myth #2: It Should Only Take A Couple Of Hours To Design A Logo Or A Website

    On: August 24, 2016
    In: Branding, Design, News
    Views: 1011
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    It’s easy to look at a logo or a brochure layout that appears to be very simple and conclude that did not take much time to design. That conclusion is very far from reality. Graphic designers follow a methodical design process, and every step of that process requires time to complete.

    Designers need to research, ask questions, formulate a creative brief that guides them to developing a solid final design. After the brief is established, a bulk of our time goes into creating ideas and concepts. Depending on the number of rounds of revisions, the refinement phase may require additional time. Stronger concepts are refined until the final design is approved. The design process applies to everything from logos to web sites and requires several weeks to several months depending on the scope of the project.

    Other aspects of design can be time-intensive. A layout of a document like a brochure, a newsletter or a magazine spread is more than copying and pasting text from a Word document. There needs to be time allowed for typesetting to optimize readability, for formatting to create consistent appearance, and for proofreading so that the message isn’t compromised by errors.

    Achieving an effective design solution cannot be rushed. Hastening projects along also leaves room for errors to occur which is a waste of time and money for the client and the designer. Remember, the wise words of Benjamin Franklin, “Take time for all things: great haste makes great waste.”

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