When to Consider a New Branding Strategy | Strategic Marketing
Rebranding is can be a common business move for companies both big and small. There are several reasons why a company might consider a new branding strategy, whether it’s to shift the perception of their brand or display their progression with an evolving market. Your brand and corporate identity are crucial aspects of your business, which relies on these messaging cues to make the connection between your customers and the company. It’s important to continuously evaluate your brand to see if it’s still making a profitable impact on the market. Here are several reasons why your company might want to consider a new branding strategy.
Your Brand Name No Longer Reflects Your Brand Vision
As your business grows, what seemed like a great name and logo 10 years ago may not be so effective today. Sometimes changes in cultural context, audience recognition, or simply a shift in company vision merits a new branding strategy. Whatever the case, a dated brand can slow you down if it’s not keeping up with the overall mission of your company.
Repositioning in the Market
Your branding should always reflect your company values, identity and the particular market you’re trying to reach. If you’re attempting to reposition yourself by providing a new product line or altering your audiences’ perception of you, a rebrand should also take place. This may call for a logo or tagline change, all the way up to a complete website makeover. A strong branding strategy will move in harmony with your company’s position in the market, accurately showing the value you provide.
You Need to Differentiate
Competitive differentiation is a vital component of your branding strategy. If you have a limited pool of clients despite your excellent services and overall positive feedback, you might want to look at your branding. Does it stand out from the crowd, or is it lost in a sea of competitors? Adjusting the visual aspects of your business to capitalize on unique value propositions will improve your visibility to consumers.
Stay Current in an Evolving Market
At times, you might find yourself considering a rebrand just to keep your company competitive in an evolving market. The “cutting edge” changes constantly, so you wouldn’t want your brand to get left behind. A new branding strategy allows you to redefine your company with the goal of reaching new and untapped audiences. While this can be a challenge, it is worth the research and effort to ensure that you stay on top of demographic shifts and change in consumer appetite.
Take Your Brand to the Next Level with Strategic Marketing
Strategic Marketing is a full-service advertising agency, offering over 25 years of experience. We’ve helped businesses across many different industries establish powerful branding strategies within their relevant markets. Through various traditional and digital marketing tactics, our specialists can determine the most effective strategy based on your goals. Whether you’re looking to launch a new brand or update what you already have, we can help get your brand noticed. Contact us today by visiting our contact page or calling (561) 688-8155 to learn more.
Creative Ways to Use Graphic Design in Marketing
Graphic design can play a significant role in the overall effectiveness of your marketing campaigns. Appealing visual content allows your brand to connect with prospective customers quickly and keep them engaged for longer periods of time. Whether your business has its own design department in house or you utilize an agency, you want your designs to not only accompany all of your marketing efforts, but also be creative enough that they make your brand stand out from the competition. Below are some creative ways to use graphic design to boost your marketing campaigns.
In Content
If you want to increase your page or blog views and boost engagement in your content, incorporate a fair amount of rich media into your posts. Aesthetically appealing blog articles with custom graphics could increase traffic to your website, either through increased social media engagement or improved search engine optimization (SEO) rankings. Utilizing graphic design to enhance your content can also increase the time users spend on your website, which may result in more people contacting your business. Consider supplementing your content marketing strategy with infographics, as well. This is a great way to repurpose old content and present new content in an engaging and unique way, all through the use of images and design as opposed to written material.
On Your Website
Getting people to your website is important, but making sure they stay there is another obstacle. Your website is a key component of all of your marketing efforts, so you want to make sure it gives users a positive impression of your business and is appealing enough to keep them engaged. A creative way to do this is through scalable vector graphics (SVGs). SVGs allow you to optimize the user’s experience without slowing down your website, which is crucial for ranking high in the search results. Some examples of incorporating this design element into your website include 3D product illustrations, interactive tours and animations that appear as users scroll through your website.
For Branding
Now that searches are done predominantly on mobile devices, you want to make sure your marketing efforts are mobile-compliant. You may have already made sure your website is optimized for mobile search and that your landing pages and content are also mobile-friendly, but what about the more technical aspects of your brand? For example, many big brands are creating “responsive” logos by simplifying them so they are easy to identify and capture on small screens. To do this, you don’t necessarily have to create an entirely new logo, and you shouldn’t do so unless you’re already in the process of rebranding. Simply making your logo smaller by using fewer design elements is one way to ensure your entire brand is optimized for mobile through the use of graphic design. This strategy helps keep your branding consistent while users are provided optimal search experiences across all devices.
Let Strategic Marketing Design Memorable Campaigns
Strategic Marketing is well-versed in graphic design and how it pertains to every aspect of your marketing and advertising efforts. As a full-service advertising and marketing agency, we take a creative approach that focuses on your brand as a whole, not just a single campaign or advertising platform. We create designs and solutions that give your brand a consistent image across traditional and digital platforms, making your brand recognizable and memorable. If you’re ready to stand out from the competition, give us a call today at (561) 688-8155, or fill out the form on our contact page.
- Published in Advertising, Marketing
5 Small Business Marketing Tips to Use on a Tight Budget
5 Big Tips for Small Business Marketing
Many businesses struggle to determine the most effective way to market their brand and reach their target audience, and for small businesses that have a tight budget, this can be even more challenging. With the help of some digital marketing tactics, there are a number of cost-effective ways for small businesses to grow their brand while becoming established and recognized in their industry. Below are five small business marketing tips that are perfect to use on a tight budget.
Create Content
Fresh, relevant content is something that will never go out of style when it comes to small business marketing, and it will only cost a little bit of your time. Consumers value content that is insightful and that they can relate to. Whether it’s in the form of blog posts, videos or infographics, content that provides valuable information or helps solve a particular problem is valuable in getting the attention of your prospective customers. The key with content is to be consistent. In other words, don’t go weeks without providing any content. If you’re struggling with coming up with new topics and ideas, consider sharing something about current events or repurpose old content. In the long run, this helps establish your brand as an authority in your industry and can be a key tool in growing your business.
Social Media Presence
Nearly everyone is on social media, including much of your target audience. A great way to reach them while establishing brand recognition is by creating a strong social media presence for your business. While some platforms such as Facebook do offer paid advertising, the organic aspect of social media can be cost-effective and obtainable for many small businesses because the platforms themselves are free. To get the most out of social media platforms, keep up on posts and interact with your followers on a daily basis. Respond to comments and share your own pieces of content, as well as other articles that your followers may find interesting and useful.
Know the Ins-and-Outs of SEO
Search engine optimization (SEO) is one of the most cost-effective digital strategies that small businesses can utilize. Most consumers turn to the internet first to find products or services, and SEO is what determines where your business ranks in the search results. Ideally, you want to have a strong knowledge of SEO best practices to ensure you rank high and consumers find your business online. Social media links, as well as content and meta data that incorporate relevant keywords, are crucial for SEO. However, there are a number of other factors to consider, as well. For example, page load speed, a mobile-friendly website and consistent business information across the internet are all factors that determine your organic ranking. Remember, SEO is not something that shows results overnight. This is a long-term strategy that will pay off in the long run and is well worth the time investment.
Build Customer Lists
Repeat customers can be a huge asset to small businesses. One of the most cost-effective ways to keep track of your existing customers is to build and maintain lists that can also be used for email or direct mail marketing. Email and direct mail marketing are two small business marketing strategies that are cost-effective and don’t require a lot of time once you’ve perfected your customer list, making them ideal for small businesses. These are great strategies for keeping your business top-of-mind with current customers while also giving you the ability to send more personalized and targeted brand messaging. Use email and direct mail material to send monthly newsletters or tie them into other marketing efforts for a consistent brand image.
Network
Networking is a small business marketing strategy that can cost you close to nothing and get your brand noticed on a wider scale. Plan ahead and set aside time to attend conferences, join workshops or participate in online webinars. During these events, you can connect with industry partners as well as prospective customers to boost brand awareness, all while gaining insight and perspective into your industry’s latest trends. Even outside of particular events, don’t be afraid to introduce yourself to anyone who can help your business grow, either as a customer or industry professional. You never know who you will meet, so be sure to carry business cards with you everywhere!
We are Small Business Marketing Experts
Strategic Marketing is a full-service advertising agency that has helped countless small businesses over the last 25 years achieve their marketing goals. Our expertise lies in both digital and traditional marketing methods, so we can develop a full-spectrum small business marketing plan that is custom-tailored to your business’s needs. Visit our contact page to get in touch with us today, or call (561) 688-8155 to speak with a marketing expert.
- Published in Classic Advertising, Marketing
