Marketing Managers have a lot to juggle when planning and executing their business strategies. From developing content marketing to managing campaign schedules, developing quality creative and tracking its performance, campaigns can become overwhelming, fast. Use these tips on ways to streamline these efforts and keep your project management affordable.
Just as our own lives have seasons, generations, or iterations, so do brands. Businesses that experience dramatic growth find themselves telling new stories about capacity, e-commerce, or new product availability. Perhaps the physical space is remodeled, creating an enhanced, in-person experience for your customers. Or, you simply recognize that the brand identity system you have has existed for a number of years, and deserves “refreshing.”
This was the case for a jewelry client. A long-time business, Plata y Oro, was acquired by an established local jewelry designer. With the purchase of the business, the new owner had to evaluate and determine the company’s branding moving forward. Lengthy discussions took place to tackle some tough questions like brand equity in the market, preserving existing clientele, communicating this change. The new iteration of the business would also get a new physical space within the year, and a new website. In all, it was determined that the business would use a new name, as well as a visual identity authentic to the new ownership and business design.
The original Plata y Oro mark was comprised of rounded script, evoking familiarity and warmth, while retaining the strength of the name as its central focal point. It served the business well for a number of years, and was very true to feeling of the business for that season of its life.
New Designs Reflecting the Name Change
The new design changes retained the circular component as the strongest visual que. But the breaks in its border offer an openness, an inclusion of the negative space surrounding. Also important was a modern representation of the name: Teel Jewelers (the last name of the new business owner). It is graphic and modern, but readable, and iterations were crafted to provide opportunities for using a more concise mark when required.
Developing a new mark isn’t enough alone. It’s the entirety of the identity system, the way that colors, images, type, and visual elements function in congress that generates new brand assets. At Advance 360, we don’t just develop a logo. Instead, we provide a guide or playbook that offers the framework of how these elements should be used now and into the future. This guide provides printers and third party users of the brand reference material for their creations on behalf of the business.
From our clients, “The process for designing something as seemingly simple as a logo is somewhat magical. Looking at what we had before and looking at what we have now is an impressive difference. Our staff sees the difference and is excited and motivated to promote and expand the brand. We love the guidelines, it will be a valuable tool in our marketing going forward.”
Building a brand. Great positioning. Reach and frequency. Content is king. We’ve heard these mantras again and again, but do you really know how to approach any of it to get results for your business? Take it one step at a time, and start with building out your social media strategy. We’ve compiled these social media rules of the road get your started.
- Facebook, Instagram and other social channels are inexpensive, but you still must pay to be seen. It isn’t enough to post daily, as you won’t be seen by the majority of your friends or followers. Only promoted posts or advertising on the platform will generate the attention you are looking for. Too frequently, we think of social media as “free,” when in fact, while economical, you must invest to reap its rewards.
- Engagement is the most important metric to measure. Yes, you want to increase those that follow your brand, but people who interact with you and share your stories on your behalf provide more value because they are extending the reach and affinity for your brand. A regular stream of content that offers a unique view into your business or behind-the-scenes activities will generate that activity (when used in conjunction with paid posts as noted in our first tip).
- Don’t expect to be a viral, overnight sensation. We’d all like to hit the grand slam the first time we step up to bat. But it takes practice and patience to learn what will be well received.
- Be consistent. Don’t lose sight of the long term goal: that you’re building a foundation for lasting relationships with your audience. Your strategy is akin to a marathon, not a sprint.
See how a consistent, long-term strategy can perform. This example offers real statistics from an Advance 360 client for the first eleven months of 2017.