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 In the dynamic landscape of business, the term “brand strategy” is often thrown around, but what does it really mean? What role does it play in driving the success of a business?

Do you know that a strong brand strategy holds the power to firmly establish your business, draw in your desired audience, and eloquently convey the distinctive qualities that set your business apart from competitors? In this blog post, we will delve into the intricacies of brand strategy, exploring its definition, importance, and key elements, and providing valuable tips for crafting a winning strategy.

What is Brand and Branding Strategy?

David Ogilvy often hailed as the “Father of Advertising,” characterized a brand as the intangible total of a product’s qualities. Branding definition says that – In marketing, branding involves crafting a positive image of your company, products, and services through various communication channels like email, social media, print, advertising, and other mediums.

Consider your brand as the amalgamation of your business’s visual identity, personality, philosophy, values, and customer interactions. Brand endeavors that are both consistent and grounded in values instill trust in consumers. In an era where consumers lean towards brands that provide quality and contribute to a better world, such efforts become increasingly influential.

At its core, brand strategy is a long-term plan that outlines the specific goals, objectives, and direction for a brand. It is a comprehensive approach that goes beyond just designing a logo or creating a catchy tagline. The brand strategy involves a thoughtful process of defining the brand’s purpose, values, and positioning and establishing a consistent and emotional connection with its audience.

The Importance of Strategic Branding

A successful brand strategy is a powerful tool that can differentiate a business in a crowded marketplace. It goes beyond creating awareness; it builds a relationship with consumers, fostering loyalty and trust. Strategic branding provides a roadmap for all brand-related activities, ensuring a cohesive and impactful brand presence across various channels.
Strategic branding stands as a cornerstone in the realm of business, wielding profound significance in today’s competitive landscape. At its essence, strategic branding is the deliberate and purposeful cultivation of a brand’s identity, encompassing elements such as visual aesthetics, messaging, values, and customer interactions. This deliberate approach transcends mere logo design; it shapes a brand’s personality, fostering a unique and memorable presence in the minds of consumers.

The importance of strategic branding becomes evident in its ability to differentiate a business from its competitors. In a market saturated with choices, a well-defined brand sets the stage for recognition and loyalty. It establishes a connection with the target audience, articulating not only what a business offers but also why it matters.

Example: Apple Inc.: Apple is a prime example of strategic branding mastery. Beyond its sleek and minimalist logo, Apple has meticulously crafted a brand voice that revolves around innovation, simplicity, and a user-centric approach. The “Think Different” campaign in the late 1990s positioned Apple as a rebel and an innovator, challenging the status quo in the tech industry. Apple’s consistent focus on cutting-edge design, intuitive user interfaces, and seamless integration between its products reinforces to build a brand image. The cohesive branding strategy not only attracts a dedicated customer base but also elevates the perceived value of Apple products.

Moreover, strategic branding is a powerful tool for building credibility and trust. A cohesive and consistent brand image reassures consumers, making them more likely to engage with a brand and become repeat customers. In an era where consumers seek authenticity and purpose, strategic branding aligns a business with values that resonate, fostering a deeper connection with the audience. Ultimately, the impact of strategic branding extends beyond aesthetics; it shapes perceptions, builds relationships, and lays the foundation for long-term success in the competitive marketplace.

Read more: Branding for Fashion Digital Marketing Agency

The Elements of a Brand StrategyBranding strategy

1. Brand Purpose

A brand’s purpose is its reason for existence beyond making a profit. It defines the positive impact the brand aims to have on its customers and the world. 

Craft your brand’s mission statement to convey the essence and principles guiding the customer experiences you aim to foster. Utilize the following prompts to articulate your brand’s mission:

  • What motivates the development of this brand personality for your business?

  • What influence do you aspire your brand story to exert?

  • What kind of experiences as a brand message do you seek to facilitate for customers, encompassing emotions, sensations, new perspectives, and opportunities?

  • In practical terms, what role do you envision your brand playing in customers’ lives? What tangible outcomes can your brand instigate?

2. Brand Vision

Your brand’s vision statement serves as a forward-looking, future-focused aspiration detailing what your brand aims to evolve into, the impact it envisions on the world, and the achievements it seeks. When articulating your brand’s vision, envision the possibilities without constraints or limitations.

Draw inspiration from the following examples as templates for framing your vision statement:

  • To ensure global access to education for all children.

  • To foster a world characterized by increased connectivity.

  • To emerge as a premier provider of captivating and enjoyable experiences.

3. Brand Positioning

This element focuses on how a brand wants to be perceived in the minds of its target audience. An effective brand positioning statement sets a brand apart from competitors. 

Strategic brand positioning is instrumental in setting your brand apart within your industry and attracting the interest of your target audience.

  • Identify the distinct qualities that define your brand, products, and services in your industry.
  • Specify the unique features that differentiate your offerings from those of your competitors.
  • Consider how consumers aligning with your buyer persona will perceive and respond to these differentiators.
  • Determine the beliefs your target audience will hold about your brand, its products, and services.

Leverage the insights gained from these questions to formulate a compelling brand positioning statement: [Your audience] will choose [Your product] to enjoy [Benefits and outcomes] because of [Your audience’s beliefs].

Learn: Impact vs Influence: Finding the Best Influencer for Your Brand

4. Brand Values

Brand values are the guiding principles that shape a brand’s behavior and decision-making. They are the moral compass that resonates with the brand’s audience. 

Define the core principles that underpin your brand’s identity. Uncover the foundational belief system guiding every facet of your brand. Addressing these inquiries will shape your brand’s demeanor in the market and influence the type of customers it draws.

To solidify this aspect of your brand strategy, identify and elucidate the values that resonate with your ideal customers. Consider the following examples as a starting point:

  • Empathy and Compassion

  • Passion and Enthusiasm

  • Tenacity and Stamina

  • Trustworthiness and Integrity

5. Consistency

Consistency is key to a strong brand. A cohesive visual and messaging identity across all touchpoints helps in building brand recognition and trust. Brand consistency is the cornerstone of a successful and recognizable brand identity.

  • This ensures that a brand’s personality and values remain cohesive, fostering trust and loyalty among consumers.
  • Consistency reinforces brand recall, making it instantly recognizable in a crowded market.
  • Whether through logos, color schemes, or tone of voice, a consistent brand presence creates a sense of reliability and professionalism.
  • By upholding a cohesive image, businesses can establish a strong and enduring connection with their audience, ultimately contributing to long-term success.

6. Emotion

Brand emotion is the emotional connection a brand cultivates with its audience. It transcends mere product features, tapping into the feelings and experiences associated with the brand. Successful brands evoke specific emotions, be it joy, trust, or excitement, creating a memorable and resonant connection. This emotional bond often influences purchasing decisions, fostering brand loyalty.

  • Through compelling storytelling, relatable messaging, and consistent visual elements, brands can shape the emotional landscape surrounding their products.
  • Whether through nostalgia, empathy, or aspiration, brands that effectively harness and convey emotion establish a deeper and more enduring relationship with their consumers, standing out in a competitive market.

7. Flexibility

While consistency is crucial, brands must also be flexible enough to adapt to changing market dynamics without compromising their core identity. In a dynamic market, brands must be agile, responsive to changing trends, and open to innovation. While maintaining consistency, a flexible brand can embrace new opportunities, target diverse audiences, and navigate shifts in consumer preferences. This adaptability extends to visual elements, messaging, and overall brand strategy.

  • A flexible brand remains relevant and resilient, avoiding stagnation. This dynamic approach enables brands to stay competitive, connect with emerging markets, and sustain long-term success by adjusting to the ever-evolving landscape of business and consumer expectations.

8. Employee Involvement

Employees are brand ambassadors. Involving them in the brand strategy ensures alignment and a unified front in delivering the brand promise. 

In addition to detailing the tangible elements of your brand’s identity, employee involvement may need to follow the brand guidelines by following practices:

  • Specifications regarding the usage of your logo, including guidelines on sizes, both maximum and minimum.

  • Messaging directives, encompassing keywords, phrases, tone, and voice, along with instructions on language to avoid.

  • Editorial guidelines.

  • Layout options for social media and website presentation.

  • Display options for paid advertisements.

Compiling these brand guidelines into a unified document, slide deck, or booklet can prove beneficial. Distributing this comprehensive guide across your organization ensures that marketers, sales teams, product developers, and the creative staff align efforts to deliver a unified brand experience at every customer interaction point.

9. Loyalty

Building brand loyalty involves creating positive experiences that make customers want to come back. It’s an ongoing effort to exceed customer expectations. Brand loyalty is the allegiance and preference consumers consistently show towards a specific brand. It extends beyond mere product satisfaction, encompassing emotional connections, trust, and positive experiences.

  • Cultivating brand loyalty involves delivering consistent quality, exceptional customer service, and aligning with the values and aspirations of the target audience.
  • Satisfied and emotionally engaged customers are more likely to remain loyal, repeat purchases, and advocate for the brand.
  • Loyalty programs, personalized interactions, and a strong brand identity all contribute to fostering enduring relationships. In the fiercely competitive market, brand loyalty stands as a testament to a brand’s ability to meet and exceed customer expectations.

10. Competitive Awareness

Competitive awareness is the strategic understanding and monitoring of the competitive landscape within a specific industry. It involves gathering intelligence on rival businesses and analyzing their strengths, weaknesses, market positioning, and emerging trends. This proactive approach enables companies to make informed decisions, anticipate market shifts, and identify potential opportunities or threats.

  • By staying abreast of competitors’ actions, product innovations, and customer feedback, businesses can adapt their strategies, refine offerings, and maintain a competitive edge.
  • Regular competitive analysis fosters agility and helps organizations navigate challenges, ensuring they are well-positioned to meet customer needs and outperform rivals in a dynamic business environment.

7 Tips for a Winning Brand Strategy

  1. Research Thoroughly: Understand your audience, market, and competitors before crafting your strategy.
  2. Define Your Unique Selling Proposition (USP): Clearly articulate what sets your brand apart.
  3. Be Authentic: Authenticity builds trust. Make sure your brand’s actions align with its values.
  4. Invest in Design: A visually appealing and consistent brand identity enhances brand recall.
  5. Engage Your Audience: Foster meaningful interactions with your audience to build a strong community.
  6. Stay Current: Regularly revisit and update your brand strategy to stay relevant in a changing market.
  7. Measure and Adjust: Use key performance indicators (KPIs) to evaluate the success of your strategy and be willing to adapt.

How Long Should My Brand Strategy Last?

While there’s no one-size-fits-all answer, it’s essential to regularly review and adapt your brand strategy. In a fast-paced business environment, a brand strategy should be flexible enough to accommodate changes while staying true to the brand’s core values.

Is Brand Identity a Strategy or a Tactic?

Brand identity is a crucial component of brand strategy, but they are distinct. Brand identity refers to the visual and verbal elements that represent the brand, while brand strategy is the overarching plan that guides these elements to achieve specific goals.

Finally, it is clear what is brand strategy for a business. A well-defined brand strategy is a cornerstone for success in today’s competitive business landscape. It’s not just a marketing buzzword but a roadmap that aligns all aspects of a brand to deliver a consistent and compelling message to its audience. By understanding the elements of a brand strategy and following best practices, businesses can establish a strong brand presence that resonates with consumers and stands the test of time.

Forge Digital Marketing forges brands into market leaders. Elevate your business with our expert branding solutions, specially designed to captivate your audience. From compelling visuals to strategic messaging, our experts transform your brand identity. Explore our brand development expertise and stand out in the digital landscape.


Branding, Marketing

People take note! Today’s healthcare is all about you and your choices. It’s not like it used to be. We’re talking about a healthcare revolution here! Consider this: every day, new direct-to-consumer healthcare heroes emerge online, with a feast of remedies tailored just for you! Your healthcare, your way, is the new mantra.

Healthcare branding is a must-have in today’s congested healthcare landscape for any healthcare organization looking to turbocharge patient acquisition and accelerate business growth. It’s the secret sauce for standing out and flourishing!

Let’s get started and answer some of the most often-asked questions about a healthcare branding agency! Prepare to be guided by these answers if you’re a healthcare organization considering the worth of branding for healthcare.

Why Healthcare Branding Strategy is Important?

Healthcare branding is all about shaping people’s perceptions of a healthcare company. It’s like shaping clay to make the ideal sculpture of perception!

Your company’s brand identity? It’s more than just a logo or a catchphrase. No, it’s the entire package, The way your organization seems to everyone who interacts with it. We’re talking about your fantastic doctors, those hard working nurses, and even the bigwigs on your board. But do you realize who is most important? Without a doubt, your patients! 

Remember, it’s not only about looking beautiful; it’s about creating a lasting impression that will make your patients grin and say, ‘Yep, that’s my kind of healthcare!’

Healthcare branding is Defining how firms are perceived as of utmost importance. It assists individuals in projecting a trustworthy, compassionate, competent, and experienced picture that is consistent with their chosen identity.

Branding defines your healthcare practice name, slogan, logo, or message to people. It embodies the distinct and unmistakable sense that these components elicit when combined.

Marketing for healthcare companies is critical in ensuring that All of these components work together as a cohesive system. It considers variables such as positioning and personality, This approach is maintained consistently across various touchpoints of your brand.

Set the Record Straight on the Power of Branding vs. Marketing

Let us now break it down! Consider healthcare branding to be your superhero origin story; it is the essence that establishes your identity as a healthcare provider. Marketing for a Healthcare company is now your superpower suit, my friend! It’s how you proudly present that essence to your ideal audience, ensuring that people recognize and trust your healthcare expertise. In a nutshell, branding for healthcare is your identity, and Healthcare Marketing is how you get the word out!

A Healthcare Branding Agencies Influence

With the essentials in place, it’s time to talk about the major players in this field: branding in healthcare marketing agencies. These individuals work behind the scenes to turn your concept into a captivating brand. They have the creative skills to create your identity and messaging such that it is appealing to your target audience.

Healthcare Branding

The Game-Changing Role of Branding in Healthcare Marketing

What is brand awareness in healthcare? Thinking about this part? So, healthcare goes beyond delivering outstanding medical services to include establishing patient trust and loyalty. This is when branding in healthcare marketing becomes critical. It is the fundamental aspect that ensures patients remember and choose your services when seeking care.

Patients used to have little say in choosing their healthcare practitioner. Their alternatives were mostly determined by their insurance policies, which were in turn determined by where they worked. It was like the healthcare landscape was one-size-fits-all, but times are changing!

The healthcare struggle was serious for those without insurance. Some had to rely on luck to get care, while others ended up in the bustle of emergency rooms or community clinics, yearning for assistance.

Every healthcare professional is well aware that times have changed dramatically.

The Affordable Care Act revolutionized healthcare by putting patients in charge and empowering them like never before.

Today, a considerable number of people who were previously uninsured have received access to the health insurance market. They are increasingly taking ownership of their healthcare management. Furthermore, even individuals without insurance can access an increasing number of Internet healthcare providers and pharmacies, paying out-of-pocket for services.

Performance measures have experienced major change. They are increasingly emphasizing value-based assessments, with a heavy emphasis on patient satisfaction and patient experience. Furthermore, there has been a significant trend toward stressing prevention over therapy. Concurrently, the direct-to-consumer healthcare market is The introduction of new digital healthcare firms is causing a shift.

As a result of this transition, the consumer now wields far more power in the healthcare brand-consumer relationship.

Patients are more knowledgeable and empowered than ever before in today’s healthcare scene. The benefits of healthcare branding have become so great that healthcare organizations must prioritize them. Ignoring these advantages is no longer an option.

Healthcare Branding: Learn About Its Game-Changing Marketing Strategies!

Effective healthcare branding strategies, based on rigorous research and driven by a strategic approach, provide a plethora of useful benefits to any healthcare facility. Here, we’ll look at a couple of these advantages.

1) Recognize Evolving Patient Needs

Branding in healthcare gives you the skills you need to obtain a better understanding of changing patient demands and alter your company’s brand to handle those changes effectively. A powerful SEO strategy can be helpful to identify patients’ needs according to their pain points, and also build online presence for your healthcare practice.

Brand research incorporates two critical methods: qualitative research, which includes activities such as individual patient interviews, and quantitative research, which includes efforts such as large internet surveys among patients. These quantitative efforts try to support or refute the hypotheses developed during the qualitative research phase.

In addition to conducting brand research and creating a brand, it is critical to actively manage your healthcare brand management to ensure that it continually adjusts to shifting market trends and how they affect patient needs.

2) Awareness of the Brand

If you don’t know what is brand awareness  In healthcare then don’t worry, here is the explanation: brand awareness is like shining a spotlight on your company’s identity. It measures how well your healthcare institution is known and recognized by your target audience. 

Consider it the trust factor: do patients immediately identify your name with exceptional care and dependability when they hear it? It’s about leaving an indelible stamp on your patients’ brains, making your brand the go-to choice when it comes to health decisions. Standing out in a competitive healthcare industry is critical, and great brand recognition is your secret weapon. It serves as the foundation for trust and loyalty, ensuring that your healthcare brand remains at the forefront of patients’ decisions.

3) Build Trust by Being Confident

When it comes to healthcare institutions, one word reigns supreme: trust. Trust is more than a desirable trait; it is the holy grail of success. What is the name of your healthcare brand? It’s like a ship traveling on the high seas. The more faith your patients have in you, the easier the journey will be.

In reality, trust is the guiding star for your healthcare brand. It may either make you a rock star or leave you in the dust. Your patients should trust you as much as they trust their morning coffee to get them going. The secret sauce that can create or break your healthcare organization’s reputation is trust. So, remember, when trust is on your side, success is only a heartbeat away!”

Trust is communicated via every facet of branding, from visual identity to communications. Colors, imagery, and typography all play a role in establishing whether a brand is perceived as trustworthy or not.

A healthcare brand’s verbal identity, in addition to its visual identity, is critical in cementing its status as a trusted and authoritative leader in the healthcare profession.

Developing trust as a healthcare brand entails several critical strategies. Maintaining a confident and reassuring tone in your website copy is one excellent strategy. Furthermore, frequently providing relevant articles and guidance on critical healthcare topics for patients might help to build trust. These strategies are effective in establishing credibility and trust in your brand within the healthcare business.

4) Differentiate Your Brand from the Competition

However, trust alone is no longer sufficient for healthcare businesses in the modern era. Gone are the days when a healthcare institution could be evaluated merely on the reputation of its medical practice.

Patients are the ultimate power players in today’s healthcare arena, calling the shots and demanding the best. What’s more, guess what? The race to serve them has devolved into a full-fledged conflict in which only the smartest survive! 

Let’s face it, your brand is just another player in today’s healthcare scene. Digitally savvy patients have a plethora of options at their disposal. But here’s the kicker: when it comes to making a decision, every customer prioritizes emotion. You can use Social media marketing tactics to build a strong image of your healthcare brand in front of your target audience.

Now, let’s look at some techniques for making your healthcare brand stand out in today’s competitive landscape. It is critical to underline that differentiating yourself from the competition has never been more important.

Branding enables you to recognize distinct opportunities for differentiating yourself in a competitive field. It lets you capitalize on these possibilities by developing a distinct position and conveying a captivating tale.

Healthcare Branding Agencies

Learn About the Game-Changing Benefits of Healthcare Marketing

  1. Increased Patient Satisfaction: Patients who form a relationship with your brand are more likely to be satisfied with their healthcare.
  2. Improved Patient Loyalty: Strong branding fosters patient loyalty, increasing the chance of patients returning for subsequent visits and referring others.
  3. Optimized Marketing Results: Aligning your healthcare marketing activities with a strong brand strategy produces better marketing results.
  4. Improved Reputation: A reputable brand is more positioned to overcome obstacles and crises, boosting its overall reputation.
  5. Top Talent Attraction: A strong healthcare band can operate as a magnet for attracting highly competent healthcare workers to join your firm.

Healthcare Branding & Marketing: Thrive in the Age of Digital Innovation

In today’s healthcare landscape, competition is fiercer than ever. Branding has taken center stage in this environment. Patients are now well-informed, empowered consumers, and digital healthcare brand marketing is reshaping the entire marketplace.

Branding & Marketing are powerful tools for generating trust, distinctiveness, and long-term patient relationships in the competitive and ever-changing healthcare business. You can build a healthcare brand that lasts by establishing your brand, developing a distinct voice, and constantly delivering on your brand promise. Your brand will be a beacon of confidence and reliability in the eyes of your patients and community as healthcare requirements continue to grow. Remember that great healthcare branding is about how patients perceive your brand in every engagement, not just what you say.

If healthcare organizations want to be true game changers and form strong ties with their patients, they must embrace healthcare branding. It’s not just important; it’s critical!


Branding, Website Design & Development

Have you ever sat in a sales pitch and known you were going to take the leap, long before the end?

Maybe the product was right, the format was perfect, the messaging was on point, and the salesman was passionate. Whatever the cause, it made you feel like the seller understood what you wanted.

A great landing page can be the same way! The right one cultivates a sense of connection, tempting leads down the funnel with a streamlined landing page design.

In other words, if you’re on the fence about creating a landing page for your business, it’s time to consider how the perfect design can take your next campaign from good to great. Here are a few key benefits of the right design.

Great First Impression

As this post’s title suggests, landing pages can leave a great first impression on your visitors. Depending on the type of campaign you set up, your landing page may be the first time a visitor engages with your brand.

For these users, a well-crafted landing page is like the first glance through your front door. This is why a landing page design and message that speaks to users is critical. It means the difference between a visitor that steps further inside and one who turns around to leave.

Fewer Distractions

Minimalist design may be having a moment, but that doesn’t mean it doesn’t also have its own inherent benefits. For many marketers, it’s tempting to clutter a landing page with “useful” design elements, elaborate messaging, and multiple calls-to-action.

However, these elements can add visual confusion to a page that should be sleek and streamlined.

But it’s worth noting that most site visitors take just 3-5 seconds to decide whether they want to stick around . This is a phenomenon commonly called “the blink test.” If your website is too cluttered to pass, you can say goodbye to those elusive conversions.

It’s worth noting, of course, that there are additional benefits to getting rid of distractions. Many of the most effective landing pages use minimal elements to guide visitors toward a specific goal.

This may include fewer required fields for form fills to make conversions easier, for example. You might also consider removing the navigation bar to keep visitors from leaving. With fewer distractions, you’ll find that your landing pages inherently see more success.

On-the-Spot Personalization

Audiences love a personalized marketing experience, one that targets their specific situation or needs. For many brands, this can be difficult to provide, and it can seem like a particular challenge with landing pages. Visitors who end up on a landing page are often new to your brand, meaning you won’t have collected previous information about them.

However, with the right design, it isn’t hard to add a touch of personalization to your campaign. Consider the interactive tools on the landing page for Transferwise, for example. This brand allows users to input their own financial details to see how the site’s transfer tool would help.

Another great landing page example comes from Airbnb. This global brand uses location data to show visitors how much they could make from renting out a room in their area.

Smart personalization options like these are a great way to connect with visitors, drawing them further down the funnel.

Specific and Targeted Messaging

The most effective landing pages are focused on a single goal. Every part of the design and messaging revolve around leading users toward that goal.

Where homepages may showcase multiple products or messages, a well-designed landing page will include a single headline, one unique selling proposition, and a call to action for a specific offer.

This, in turn, makes it much easier for you to generate leads for a specific company need. Add in a dose of SEO to include the right keywords, and you’re off to a great start.

Better Credibility

As noted above, a good landing page can create a credible impression that cultivates a burst of initial trust from visitors. After all, the landing page is designed to offer a solution to a specific need or problem the customer faces.

However, well-designed landing pages go even further to showcase credibility and authority, encouraging more conversions. One critical way they do this is through social proof. According to this concept, people are more likely to follow through on an action other users have already taken, as if this is an indicator of “correct” behavior.

To take advantage of this, effective landing pages go to great lengths to display information about current or past users. Shopify’s simple landing page, for example, includes logos of brands that trust their services, as well as a quote from one of their users. Brands can also post reviews, testimonials, ratings, or links to social media as indications of credibility.

In addition, effective landing pages even offer opportunities to generate trust with affiliate traffic. One great example of this can occur when a landing page uses the logo of the destination website and the affiliate website. This ensures that visitors arriving on the landing page feel comfortable knowing that they have, in fact, found a page that their trusted affiliate site has directed them to.

More Lead Conversions

At their most fundamental level, landing pages serve a single purpose: lead generation.

Study after study shows that marketers generate leads more effectively through dedicated landing pages than they could by sending traffic to their home page. And while even the most basic landing page can serve a vital purpose in a marketing campaign, a well-designed page that attracts and retains interest will always generate more conversions.

Make the Most of Your Landing Page Design

The most effective landing pages will get visitors exactly what they want with little to no friction—but this can be easier said than done. The right landing page design can mean the difference between a successful and a mediocre campaign, so it’s worth the effort of creating the perfect tool.

If you’re ready to create a well-crafted landing page that takes your business to the next level, we’re here to help. Contact us today to get started.

Web Design Companies


Advertising, Branding
When I was but a child, perhaps about six or seven, I didn’t care what brand I wore. My mother, also, didn’t care what brand I wore. I’m not insinuating that I was a walking fashion disaster – I was not. I was simply decked in obscure, on-sale brands. However, I imagine when I have children of my own I will need those specific shoes from that specific company, honey.
    So while the generation past preferred benefits to personification, my generation has come into the branding world with a giant sledgehammer and completely re-written the rules. With the rise of social media comes the rise of brand identity. Marketing is an ever-changing game, and right now, it’s all about identifying with the product. Okay but people out there still want something that will benefit them, right? I mean, c’mon – we all know that the “in” brands fall apart one year into owning them.
    Not so fast –

Truly successful brands build a strong brand identity and a reputation for quality. Here’s a few that did just that:


College campuses beware – young, handsome collegiates will be wearing Patagonia’s brightly patterned, incredibly obnoxious fleece for years to come. It’s become a symbol across America everywhere that says, “Yeah, I’m involved in Greek Life” or “Yeah, I’m a stoner with a trust fund and a penchant for sleeping outside.” But, all joking aside, Patagonia actually does it job. Really damn well. Patagonia’s quality makes it a reputable choice for all age groups. If that college boy ever finds himself on a mountain, his fleece will keep him warm. That’s the magic – it’s a versatile piece that can serve as a stylish accessory or to do as nature intended it to: climb a freakin’ mountain.


Another product that has taken the youth by storm and yet never seemingly worn in any of the conditions it was made for: L.L.Bean. Many of LL Bean’s Duck Boots orders are going to people who will never hike or climb in them. Cue the sad music. I’ll wait. Yet with every stitch, LL Bean screams quality. It means that if your feet step off the concrete for a second and you find yourself grizzly-bear watching in Montana, those trusty stylish boots will do their thing.


Those canvas skate shoes sure make you feel edgy when you put them on. Trust me on this., I buy Vans;, I feel like Tony Hawk. Have I ever touched a skateboard? Um… no. However Vans has been around a long, long time, and while they’ve done a good job with their new designs appealing to young people and becoming “hip” once more – they also do their, you know, job. I like to daydream up scenarios where somebody throws me a skateboard and I’ve got these bad boys on. I just hop on and I’m a master. I do a sick 360 flip and everyone cheers. My trusty Vans save the day and I win the skateboarding competition.
  I digress.
So… What’s the Lesson?
Quality is a powerful tool for a product. It’s great to be known for the quality or the performance. Pair this with a strong brand identity and you’ve got a winning combination. If a consumer can a) buy a product as an expression of their identity and b) see that it actually serves a purpose beyond fashion, the consumer now has a brand that can satisfy both needs. It’s a yes from me!
    Do you have a great product or service but struggle to convey its benefits to your customers? Are you looking to build a brand that better resonates with your target audience? Hit us up today for a free consultation. We’d be glad to offer advice and strategic tips to getting your quality brand in front of your perfect people 🙂 Talk to us!

Advertising, Blogging, Branding, Creative, Marketing
By now you may have caught wind of this story: Heinz Tomato Ketchup is actually running a fictional ad campaign first presented in AMC’s Mad Men by the dashing, the debonair, Mr. Don Draper. Queue the girly screams.
The campaign is simple: feature pictures of mouth-watering foods missing one key component, Heinz Tomato Ketchup, of course! The tagline is equally simplistic: “Pass the Heinz.” Pass the Heinz Don Draper Mad Men Ad How did the real-world agency David Miami decide to collaborate with Sterling Cooper Draper Pryce? How do executives feel comfortable taking an idea from a TV show? Well, folks, it’s actually subtle genius. Fans of Mad Men will go crazy when they see the advertisements run in New York, and those that don’t know about Mad Men? It’s still a pretty damn solid campaign (remember how we talked about nostalgia marketing last week?). Not to mention all the exposure the show Mad Men will be getting from this campaign. That’s some serious earned media right there.
Advertising campaigns for products you may think are boring, such as Ketchup, don’t necessarily have to be. Heinz’s new campaign brings a little more imagination to daily life. After all, the idea for their campaign didn’t even start in this reality. It began 50 years ago, from the mind of Don Draper himself. Perhaps the coolest part of this campaign is the fact that the fictional agency Sterling Cooper Draper Pryce, as well as Don Draper and real life show-writers Matthew Weiner and Josh Weitman are all credited in the creation of the ad. So, you know, Draper doesn’t feel left out. The campaign itself is a solid idea – As Don Draper said, you don’t need the bottle because the consumer will fill in the blanks themselves. He’s exactly right: sometimes an advertisement without the product says more. Simply suggesting that the void be filled with your brand/product engages the consumer and gives them a reason to remember your advertisement. It’s also a victory cry. We all know what Heinz is, we all know what purpose it serves. A brand so strong that “Pass the Heinz” is a phrase understood by everyone? Now that’s pretty cool.
    10 out of 10 fresh ripe tomatoes on this one. Want more knowledge on how to get your brand on the way to stardom? You might like these articles:

Branding, Social Media
I’d like to let you in a little well-kept secret: the Denny’s tumblr. If you haven’t seen it, please check it out. It reads less like a major corporation and more like some fourteen year old drank a Monster and started a blog about… eggs? (Seriously, there seems to be an underlying theme of obsession with eggs here, understandably so.)   What do you think of when you hear “Denny’s”? Boring old diner that your grandparents go  to? That 24/7 dinner where (rumour has it) if you go at 3 am, you may fall into a Denny’s-esque Twilight Zone, never to return?     Maybe you think of their wild Tumblr account, with their ridiculous and often-times questionable responses to their fan’s inquiries. Denny’s is introducing themselves to the millennials and generation Z as a much cooler, much snarkier version of the Denny’s your mom and dad know and love.   Don’t believe me? Look at how integrated their tumblr has become with internet-speak. No high-fluentent wordings and proper capitalization here! No ma’am, Denny’s is changing the game when it comes to marketing a pancake diner. denny's tumblr Or perhaps…   How can we learn from the Denny’s tumblr? Almost every product can benefit and gain positive PR by “getting with the times.” I do not mean desperately slapping your brand on a meme and calling it a day. Denny’s has cultivated something truly unique here – and they have a whole generation hooked on their sardonic words. They’re over here like:   Recognizing how this generation differs from the last. We’re a little less serious, our humor as evolved (or taken two steps back, your call), and we identify with brands that are more brutally honest than try to win us over with lots of fancy guarantees.   Rock on, Denny’s. Keep showin’ us how it’s done. Want more microtrend marketing brilliance? Read more here: A Mega Idea: The Microtrend

Advertising, Branding
Today we’re covering the all an important concept in Advertising: The Brand Gap. Huh? Excuse me? What in tarnation is that? The Brand Gap could be defined as bridging the gap between creativity and strategy, a.k.a what you think your brand is and how it’s actually perceived by potential customers and brand loyals. How you view your marketing strategy will play a significant role in how your product sells. Don’t believe me? Think of all the brands that failed miserably because they failed to recognize their brand aura. Instead of focusing on what the consumer has decided they are, they ignore this and choose their personality themselves. You might be saying, “Ok that makes no sense – we, the marketers, decide what our brand wants to be known for.” You may think that advertising professionals sit up in ivory towers rubbing their hands together, waving magic wands and declaring that their brand is now a cool/funny/edgy brand with one clever piece of copy. Well, that isn’t exactly how it works. Word of mouth can be the silent killer of many a product – how the consumer sees your brand aura, how they talk about your brand, controls your image more than you would like to think. The first lesson of bridging the brand gap is realizing that your brand is not what you say it is, it’s what the consumer says it is. (Gulp) Okay, enough words. I know how much you all love pictures. A good visual example of brands that have crossed the Brand Gap and become “charismatic brands” are: Bridging the brand gap | McDonalds These are the brands in America that we can’t live without. Maybe you think to yourself, “Um, I’m SUPER healthy, I can DEFINITELY live without McDonalds. Or Coke. Also, if you aren’t from Kansas are you sure you own a tractor?” The point is that you know these brands, they are familiar to you, and you can identify what they stand for. On a smaller scale, such as local advertising, being the “go-to” coffee shop in town could be considered a charismatic brand. So the question is, do you have what it takes to capture a consumer’s heart as well as strategically orient yourself as an essential part of their lives? A great way to start building your customer base is through TRANSPARENCY! WHAT? Here’s an article to prove it. Want to make advertisements that will help you become a charismatic brand and bridge that brand gap? Check out this one.