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Storytelling
How to Tell Your Company Story (Like a Fox)
Humans are filled with stories. We have the story that makes up who we are, the stories of our ancestors, the stories we consume in movies, books, and television, and the stories we gossip to our friends. Storytelling is natural to us, it's how we communicate and express ourselves. So, it's no wonder why we use storytelling in our marketing — it simply works. As a business owner, your story begins with your company story. It's how you engage your target audience and build a connection with them. It's what sets you apart from your competitors and establishes trust and authority in your industry. A company’s story is a key part of its brand image. It helps customers and clients understand who you are, what you do, and why you do it. Your brand story should be at the heart of all your marketing communications, from your website and social media to your sales collateral. When done well, your company story should be consumed like a cherished novel. It should be a compelling narrative that makes people eagerly turn the page for more. However, unlike a novel, your story isn't fiction. It's the authentic, captivating tale of how your company came to be. Now, it's relatively easy to tell a company story, but what most brands struggle with is getting it to emotionally resonate with their audience. After all, your story is just one of many that people will encounter. So, to effectively build a tribe of emotionally invested customers who will become your biggest advocates, keep reading. We’ll cover just how to do that and more.
The Hedgehog and the Fox
We all know of the story of the tortoise and the hare, but have you heard about the hedgehog and the fox? It traces all the way back to 650 B. C. when Archilochus, a Greek poet wrote, "The fox knows many things, but the hedgehog knows one big thing." Throughout history, scholars and philosophers alike have quoted and expanded on this intriguing concept. Then in 2017, psychologist Philip Tetlock conducted a study that compared the one-big-thing "hedgehog" experts with the many-little-things "fox" non-experts as a way to accurately predict geopolitical events. Which do you think performed better? The hedgehog or the fox? The fox outperformed the hedgehog by an overwhelming margin, and it is also a perfect example of how you can tell your company story in a way that truly resonates with your customers.
Why the “Many Little Things” Story of Your Company Outperforms “One Big Thing” Thinking
So what does a hedgehog and a fox have to do with the story of your company? Well, many American businesspeople tend to believe that success is built on a single big idea or "one big thing." However, that isn't the case. Knowing "many little things" like the fox actually makes for a more compelling company story. It's a fascinating tale of hopes and dreams, failures and successes, and realizations and refinements. Customers don't want to know the big thing... they want to know all the little things that make up who you are as a brand. Take Facebook, for example. Their company story starts from humble beginnings, with just a few students in a college dorm room. But it quickly snowballed into something much bigger. What was once a way to stay connected with friends and family has now become a global phenomenon used by over two billion people around the world. Their story had ups and downs, but ultimately, it's one that has inspired people everywhere. So much so, that it became a major motion picture. Your company story is what will make you unique. It's what will set you apart from your competition. And it's what will endear you to your customers. Don't be afraid to tell your story, the good and the bad. All your customers are seeking is truth, and truth is what you shall give them. Want more words of wisdom on how to craft a winning company story? At Wizard of Ads®, we have decades of experience helping businesses large and small hone their authentic story. Book a call with us today to learn more!
8 Fundamental Steps for a Winning Company Story
Now that you have a deeper understanding of what truly resonates with your audience, let's get into the fundamental steps you need to take to create a brand story that will win over even your toughest critic.
Determine Your Target Audiences and What Motivates Them
Your company story should be designed to appeal to your target audience, and understanding what they want and need will be the first foundational element in creating a story that resonates with them. So how do we uncover what your audience desires? You can start by building your buyer personas. Buyer personas are semi-fictional representations of your ideal customer, based on market research and real data about your existing customers. When you know who you’re talking to, you can craft an authentic company story that will also speak directly to their needs. You should consider:
- What are their demographics? (Age, gender, location, job title, etc.)
- What motivates them? (What drives their decision-making?)
- What challenges do they face?
- What do they need from you?
Answering these questions will give you a well-rounded view of the people you’re targeting, and help you focus your company story on what will resonate most with them.
Determine What Makes Your Organization Unique
To craft a compelling company story, you need to next understand what makes your organization unique. What sets your company apart from others in your industry? What are your core values and beliefs? What do your customers love about doing business with you?For example, if you’re a family-owned company, that’s only part of your story. If you’re the only company in your industry that offers a certain product or service, that’s part of your story, too. When you can effectively showcase why your customers should choose your company over the others, you have the foundation for a company story that will both engage and persuade your audience.
Create the Story
Now that you know what your target audience wants and can identify what sets you apart from your competitors, it's time to craft your enthralling story. Your company story should be much more than a recitation of facts. It should be engaging, inspiring, and authentic. After all, your company story is the heart and soul of your brand. Think of how every story is told. They have a beginning, middle, and end; they have the main character that faces conflict, and a plot with rising and falling action. Your company story should follow the same structure. It should have a beginning - how your company was started. It should have a middle - how your company has grown and changed over time. And it should have an end - where your company is going in the future. When you're crafting your company story, be sure to keep the following in mind:
- Who are the main characters in your company story?
- What are their motivations?
- What challenges do they face?
- How do they overcome these challenges?
Answering these questions will help you develop a well-rounded company story that resonates with your target audience. From there, you can start creating content that brings your story to life. And don't forget, company stories are always evolving, so make sure to keep yours up-to-date!
Ask for a Second Opinion of the Story
A well-crafted company story can make all the difference in whether or not a customer chooses to do business with you. That's why it's so important to get a second opinion on your company story before you share it with the world. Reach out to both internal and external experts to get feedback on your company story. Be sure to consider their input when making changes to ensure that your final product is the best it can be. After all, an expert eye can help you fine-tune your story and make sure it is telling the right message to your target audience. Ask them questions such as:
- What did you like best about the story?
- What could be improved?
- Did the story make you want to learn more about the company?
- What feeling did the story leave you with?
With this valuable feedback, you can make necessary changes to your company story so that it has the maximum impact on your audience.
Add Graphic Representation of Your Story
Once you got the necessary feedback to refine your story, you'll want to add a visual element using [graphics](https://www.marshallpr.com/seven-steps-telling-companys-story/#:~:text=and increasing sales.-,A company's story is a narrative about what it does,to influence and appeal to). A company story is not complete without a strong visual. This could be your company logo, or it could be an image or video that tells the story of your company. As long as it accurately represents your company, it will help communicate who you are more effectively. Your company story should be clear, concise, and easy to follow. A graphic representation will help to solidify the message you're trying to communicate. When brainstorming ideas, think about what would be most impactful. A company story is meant to grab attention and leave a lasting impression, so make sure your graphics are up to the task.
Storytelling Time
So, you've got your story and your graphics, now it's time to put it all together and sit your audience down for storytime. At this stage, your company story is live where anyone can view it. Whether that be on your website, on TV, on social media, or a billboard, it's time to start promoting your company story and getting people engaged with it. There are a few ways you can do this; one way is by including excerpts of your company story on marketing materials such as brochures or website banners. You can also host events where you share your company story live, or even create video content that showcases different parts of your company story. Whichever way you choose to promote your company story, remember that it's an important part of building a strong and successful company. It's a great way to connect with your audience, build trust, and foster loyalty. So make sure you take the time to craft a well-told tale and market it with mastery.
Monitor and Track Results
Your story is out there, now it's time to monitor and track the results. Without the proper tracking methods, you won't know what's working and what isn't. You'll be left in the dark, stumbling around aimlessly without the next steps. You can track your results by looking at your website analytics, social media metrics, and sales numbers. By understanding these key performance indicators, you'll be able to gauge what's working and where you need to make changes. Remember, you should always change your company story as it evolves over time. As your company grows, so should your story. Keep track of your results and use them to adapt your company story accordingly. Only by doing this can you ensure that your company story is always relevant and engaging.
Postface
Company stories are about heart. About who you are and the good things you are doing to help those around you. It's about the hurdles you’ve overcome, the growing pains you endured, and the victories you've accomplished. Remember that story of the hedgehog and the fox. Remember that what the audience truly gravitates toward is authenticity… and all the flaws that may come with it. So, what's your company story? It might be hard to boil down all of the good you've done into a neat and tidy narrative, but it's worth it. When you can follow these eight steps we've provided, you'll be set up to build a company story that wins the hearts (and wallets) of many. It isn't an easy journey, just as getting to where you are now wasn’t, which is why we're here to help. At Wizard of Ads®, we create and implement marketing strategies that build brilliant brand stories for a variety of businesses, big and small, within a diverse range of industries. Book a call with us today for impactful brand story ideas, seamless marketing and advertising strategies, and more!
Branding
Today’s New Branding
Discover how authenticity, engagement, and simplicity in branding can connect deeply with customers and ensure your business thrives in the post-COVID era.
Branding campaigns are like costumes that advertisers wear to the Media Masquerade Ball. They were once a spectacular fashion statement at a time when the advertising industry was coming of age. But now, as we're moving into the post COVID era, you can look around and see that we are embracing transparency over artifice, simplicity over complexity, and new over old. So what's our new branding era really all about? New branding is about being authentic, engaging, and memorable. It's about connecting with customers on a deeper level and creating a lasting impression. It's about being real, and it's about being new. What does that mean for your brand? It means that it's time to start thinking differently about how you market yourself, and maybe that involves a brand refresh or complete de-branding altogether. To learn about this perspective on new branding and how to succeed in tomorrow's marketplace, keep on reading.
A New Perspective on Branding
New branding is about truth. It's about substance. It's about what you do, not what you say you do. It's about being authentic as well as bold. New branding is about having a point of view, sticking to it, and having the courage to stand up for what you believe in. Before, building a brand was centered around features and benefits. All that it took for people to make a purchase was to display why your product was that much better than your competitor's. But now, as the market has become increasingly fragmented and competitive, that old model just doesn't work anymore. People are more interested in sympathetic vibrations, shared values, and an alignment of perspectives. It's no longer about buying what you sell, but buying who you are. You might argue that in the time when baby boomers had a bit more spring in their step that this wasn't true at all: "Look at Coke versus Pepsi — they conjured emotional meaning because their products were basically the same!" But the difference between then and now is that they only claimed to stand for honorable values. In today and tomorrow's branding, you are those honorable values. If you ran an old ad for Coke that spewed messages of world peace and perfect harmony today, people will call your bluff immediately calling the brand a phony poser. There is a new language of branding on the horizon, but are you listening? Are you keeping up? If you need new branding guidance, book a call with no other than Wizard of Ads®. We'll help you figure out what new perspective on branding can work for your business.
How To Succeed in Tomorrow's Marketplace?
Succeeding in tomorrow's marketplace means businesses must adapt to the ever-changing landscape. They need to be able to anticipate trends and needs as well as be able to respond quickly and efficiently. Being aware of these shifts and being able to adapt their new branding strategies accordingly will help them stay ahead of the curve and ahead of competitors. Currently, the market is influencing brands to create sustainable practices, focus on personalization, and create immersive experiences for their customers. To appeal to this growing market, businesses need to focus on sustainable practices such as using recycled materials, reducing waste, and supporting renewable energy sources. Personalization is another big trend that is here to stay. Customers want brands to cater to their individual needs and preferences. They want products and services that are tailored specifically for them - think Netflix with their seamless algorithm that knows just the right movie to recommend you, or Amazon with their one-click shopping feature. Finally, businesses need to create immersive experiences for their customers. This can be done through Augmented Reality (AR) and Virtual Reality (VR) technologies. These technologies allow customers to interact with products and services in a completely new way. To be able to tap into these trends, businesses need to have a clear understanding of their target market as well as what needs and wants they have. Only then will businesses be able to create a brand that can truly thrive in tomorrow's marketplace.
Introducing the New Age Brands
Now that you have a better understanding of today’s new perspective on branding and what you may need to focus on to stay relevant in our current and future market, let’s share some of the impressive new-age brands that are doing it right.
Calm
Calm’s core product is a $15-a-month subscription service that gives users access to more than 100 guided meditations, sleep stories, and other content meant to help with anxiety, stress, and insomnia. The mindfulness app has proven time and time again what a unique brand can gain when it creates content that adds to the culture and taps into shared experiences amongst society. For instance, to engage its listeners, Calm has added celebrity voices like LeBron James and Maya Rudolph as well as Sleep Stories for kids featuring favorites like the Minions and Peppa Pig. And on the brand marketing front, Calm chimed in on conversations regarding mental health, supporting tennis star Naomi Osaka by donating $15,000 to Laureus Sport, a French mental health organization. This attracted a ton of positive attention, earning the brand $28 million in a week. It just goes to show how when a brand is purpose-driven, it can transcend marketing to create a real movement.
Chipotle
This burrito-making fast/casual chain has upped its social cred by leveraging social media and finding creative ways to engage with its customers. After raising its minimum wage to $15 an hour, Chipotle hosted a virtual job fair on Discord, a new popular chat and video server. They also made a Halloween-themed corn maze on Roblox that offered free burritos to the first 30,000 users that completed the game. This shows that Chipotle knows exactly where its customer base resides and how to reach them in a way that is interactive and fun. This effectively spiked revenue by 26.1 percent in 2021 totaling $7.5 billion. In fact, 45.6 percent of their sales are now digital, which provided a great recovery from the safety-related fall they experienced six years ago. Chipotle's social media engagement is the perfect example of how to reach your target audience. It's the kind of good branding and social media engagement that other brands should definitely take note of and learn from.
Beauty Brands
Beauty and personal care brands we among the first to bounce back after the COVID-19 lockdown. So much in fact that they were experiencing approximately 80 to 90 percent year-on-year business growth. Brands like Mamaearth, Vedix, Myglamm, and Juicy Chemistry are just a few new branding examples that are racking in 80 percent revenue from their website alone. This is good news for their investors as brands like Myglamm raised a relative price strength rating of 175 in its Series C funding led by Amazin, Ascent Captial, and Wipro Consumer. For beauty brands, having the bulk of their sale comes from their own website not only helps to connect with their customers at a deeper level but also creates better margins. With the current pandemic and the rise in e-commerce, it is more important than ever for brands to deliver a higher better brand experience with lower dependency on third-party platforms and a focus on authenticity.
IKEA
IKEA, the popular home furnishing store, is another new age brand. The company's mission has always been to "create a better everyday life for the many people" and they stand firmly by that sentiment. Today, IKEA has focused more and more on prioritizing sustainability, the use of natural resources, and lowering energy consumption. The brand sources approximately half of its wood from sustainable foresters and 100 percent of its cotton comes straight from ethical farms. Not only that, their packaging is compact to reduce how much cardboard is used, and they never offer plastic bags for any small items that are purchased. That caused the giant blue IKEA bag to become a thing of legend, and is a mark of branding genius. All this, tied in with even their work culture of gifting bikes and offering positions dedicated to environmental causes, has stamped IKEA as a model of how a business should be run with sustainability in mind.
What Do You Stand For?
New branding doesn't have to mean throwing everything you've built down the drain. It means digging deeper into who you really are, to your core, as a brand. It's about what you stand for and the positive impact you want to make, and if that takes reassessing your brand development or creating a brand new logo, then so be it. So if you're feeling lost and uncertain about your brand's future, know that you're not alone. It's time to take a step back and assess what you stand for and where you want to go. We understand that change can be hard, but it doesn’t have to be. At Wizard of Ads®, we can help make that process easier and more manageable for you. We offer branding services that are designed to help your business stay relevant in today's constantly changing market. Contact us today to book a call and find out how we can help get your brand back on track!
Branding
All About Brand's Visual Identity
“Branding is not merely about differentiating products; it is about striking emotional chords with consumers. It is about cultivating identity, attachment, and trust to inspire customer loyalty."– Professor Nirmalya Kumar, London Business School Cultivating identity... what does that mean, exactly? Your visual identity is the face of your brand. It's how customers will recognize and remember you. Think about some of the most well-known brands in the world. Coca-Cola. McDonald's. Nike. They all have strong visual identities that are immediately recognizable. Your visual identity should be more than just a logo. It should also be a cohesive system of visual elements that work together to create a consistent look and feel for your brand. This can include everything from your color palette and typography to your iconography and photography style. Developing strong visual branding is essential for any business, big or small. It adds depth and dimension to your image to stand out from the competition, it's the hook that entangles others in joining your tribe, and it boosts your bottom line. So how do we go about constructing a visual identity? In this article, we'll tell you everything you need to know about visual identity and how to build one for your own business.
Brand Visual Identity 101
A brand's visual identity is the collection of visual elements that represent the brand and help to communicate its message. This can include things like the brand's logo, color palette, typography, and overall visual style. A strong visual identity can help a brand to stand out from the competition and build recognition with its target audience. This recognition is successful when a visual identity is well-designed and used consistently across all of the brand's touchpoints, from its website to its physical products. When a visual identity is strong, it is easily remembered and associated with positive feelings, which can lead to strong customer loyalty.
Visual Identity vs. Brand Identity
Visual identity and brand identity might sound like the same thing, but they are actually quite different. Both are important concepts in the world of marketing and design, and both help create a unique and recognizable image for a company or product. Visual identity is the visual aspects of a brand, such as its logo, color scheme, and overall look and feel. Brand identity (or brand image) on the other hand, is the totality of a brand's meaning, including its values, personality, and positioning. While visual identity is important in creating a strong and recognizable brand, it's only one part of the puzzle. A truly successful brand must also have a well-defined brand identity that resonates with its target audience. Only then can a visual identity effectively communicate the essence of a brand. Does your visual and branding identity need a refresh? At Wizard of Ads®, we help brands find their voice and build a visual identity that accurately reflects their brand message. We believe in the power of branding and its ability to build trust, create loyalty, and drive growth. If you're interested in learning more about how we can help you build a strong visual identity for your brand, book a call with us today.
Visual Images vs. Mental Images
Humans are constantly bombarded with visual images. Everywhere we look, there are pictures, paintings, photographs, and other visuals vying for our attention. And while these images can be eye-catching and sometimes even memorable, they don't always have the same impact as mental images. Mental images are those that we create in our own minds, often based on our experiences or imagination. Unlike visual images, mental images are not constrained by the laws of physics or what we can see with our eyes. This means that they can be much more vivid and detailed than any visual image could ever be. For example, what comes to mind when you think of the word, "home?" Maybe you start imagining your childhood home, complete with the smell of your mother's cooking and the sound of your father's voice. Or, maybe you think of your current home and all the happy memories you've made there with your family. Either way, what you're really doing is creating a mental image based on your personal experiences. Good branding goes beyond visual imagery and creates those mental images for its customers, so that they think of the company not just when they see its logo, but also when they think of the values and feelings that the company represents.
The Primary Goals of Visual Identity
Your visual identity needs to check a lot of boxes, but three primary goals need to be prioritized over everything else. For your visual identity to truly come through to your audience, you need to:
- Have an emotional impact on the target audience: Laugh, cry, or make ‘em angry, you need to evoke some kind of feeling in your audience. This will help them connect with your brand on a deeper level and remember your visuals when they see them again.
- Educate visitors about the nature of the brand and the services/products offered: A good visual identity will give people a general understanding of what your brand is all about just by looking at it.
- Integrate many areas of a business through uniform and effective graphics: Everything from Printed Materials and Advertisements to Websites and Social Media should maintain a consistent look that accurately represents the brand.
When you can follow these simple guidelines, you will no doubt have a powerful and persuasive visual identity that will take your brand to the next level.
What Constitutes Visual Identity?
When it comes to establishing a seamless visual identity system, three main elements are integral to the process: consistency, frequency, and anchoring.
Consistency
Consistency is key when building your visual identity. It allows your brand to be easily recognized and remembered by your target audience. By using the same colors, fonts, imagery, and overall design across all your marketing materials, you create a strong brand image that will shine through no matter where your customers encounter your business. The easiest way to maintain consistency is to create a brand style guide. This document should include guidelines for all elements of your visual identity, from the colors and fonts you use to the overall tone and feel of your materials. With a style guide, you can ensure that everyone who is creating content for your business is on the same page and using the same standards. This will help you create a cohesive visual identity that will make your brand easily recognizable.
Frequency
The more often people see your logo, the more they'll begin to recognize and associate it with your brand. That's why it's important to use your logo consistently across all of your marketing materials, from your website to your business cards to your social media profiles. You also want to do this with your content, advertisements, and any other collateral. If you frequently showcase your brand, your audience will begin to remember it. “Great brands rely heavily on a very specific minimum frequency to ensure their brand embeds into their target audience’s long-term memory.” Think about how many times you see the Target logo or the Starbucks Mermaid. You don't even have to think about it — you just see them and automatically think of the respective brands. That's the power of frequency.
Anchoring
Combining the previous two facets, anchoring involves creating a consistent look and feel across all touchpoints, from your website and social media presence to marketing materials and product packaging. By establishing a cohesive design scheme, you can help customers easily recognize your brand and what it stands for. Plus, it makes your business appear more professional and trustworthy. For example, say you want your brand to exude luxury. In that case, you might use high-end fonts and images, as well as a sleek and sophisticated color palette. On the other hand, if you want to come across as more approachable, you might choose friendlier fonts and colors, along with down-to-earth imagery. The key is to be intentional about your design choices and make sure they reflect the overall tone you want to set for your brand.
Create Your Brand’s Visual Identity
Developing the visual identity of your brand is hard work. It takes a lot of time, effort, and thought to create unique brands that are memorable and authentic. However, we've made your life much easier because we've provided you with six tips and steps that you can follow to create your brand’s visual identity.
Understand your target market
To create a visual identity for your brand, you need to first be able to understand your target market. Who are they? What do they like? What do they want to see from your brand? You can also learn more about who your target market is by doing some market research. This can be through surveys, interviews, or even just informal conversations with people who you think would be potential customers. Once you have a good understanding of your target market, you can begin to create a visual identity that will appeal to them. This can include things like choosing the right colors and fonts, as well as creating a logo that reflects the values of your brand.
Establish your brand's image
There are a few key elements that go into establishing your brand's image. These include your brand's name, logo, color palette, and overall aesthetic. To determine these elements, ask yourself what you want your brand to communicate to its audience. What are your core values? What feeling do you want your brand to evoke? Answering these questions will help you zero in on the right elements for your brand. Once you have these things in place, you can begin to create a consistent visual identity for your brand across all of your marketing materials. This will help people to easily recognize your brand and what it stands for, which can ultimately lead to more sales and loyal customers.
Make a story
Your brand story is the foundation of your visual identity. It's the Why behind your business, and it's what will connect you to your audience on a deeper level. To create a strong visual identity, you need to start with a strong story. Here are some tips for crafting an effective brand story:
- Keep it simple. A good brand story is concise and to the point. It should be easy for your audience to understand and remember.
- Make it relatable. Relatable stories are more likely to resonate with your audience. Find ways to connect your story to your audience's experiences and feelings.
- Evoke emotion. A good story evokes emotion in the reader or listener. This emotional connection is what will make your story memorable and effective.
By following these tips, you can create a brand story that will help you connect with your audience and build a strong visual identity for your business.
Identify the feelings you wish to evoke
Not only does your brand story need to pull at the heartstrings of your audience, but so does your visual identity. How does your brand image make your customers feel? Do you want to evoke feelings of happiness, trustworthiness, or sophistication? When thinking about the feeling you want your visual identity to convey, consider both the literal meaning of color and the more metaphorical associations we make with different shades. For example, blue often signifies trustworthiness and loyalty while green is often seen as peaceful and calming. Of course, these are just generalizations and there are endless possibilities when it comes to creating a unique visual identity for your brand. The important thing is that you take the time to think about what feeling you want your brand to evoke before diving into the design process. Doing so will help ensure that your final product is a true reflection of your company's values and mission.
Match product or services
Your brand's visual identity should be an accurate reflection of what your business offers. If you're a fun and trendy company, your products and services should reflect that. For instance, you might use bright colors, have an unconventional logo, or use edgy marketing materials. On the other hand, if you're a more traditional business, your products and services should have a classic and subdued feel. This might mean using a neutral color scheme, a simple logo, and clean design elements. We all know the famous packaging of Tiffany & Co. – it's simple, clean, and elegant. This reflects the company's upscale and classic image and ingrains in the minds of its customers what they can expect from the brand.
Be consistent
If you haven't heard it enough already, consistency is key when it comes to branding. Choosing and sticking to specific colors, fonts, and other design elements will help create a strong visual identity for your brand. While it may be tempting to constantly switch things up or try out new trends, resist the urge! A consistent brand is a recognizable brand. And a recognizable brand is a successful brand. To check your brand's consistency, ask yourself the following questions:
- Do all of my marketing materials use the same colors, fonts, and overall design?
- Do I have a style guide that outlines my brand's specific design elements?
- Are there any inconsistencies in my branding across different channels (e.g., social media, website, Google Business Profile, print collateral)?
If you answered "no" to any of these questions, it's time to get consistent!
Create Your Tribe
So, what's your brand’s visual identity? Playful? Quirky? Unique? At Wizard of Ads®, we believe in embracing these qualities and helping you bring them to life in a way that dazzles the eyes (and minds) of your customers. Quirks and taste, oddness and flaws, these are the very essence of branding. They are the feathers and robes of your tribe, so wear them with pride! Are you ready to take your visual branding to the next level? Let us know and book a call with us today – we can't wait to help you create a tribe of fans who love your brand just the way it is!
Lead Generation
The Slow Season Fallacy of PPC Advertising
Too much money for not enough leads. If your business is seasonal you'll want to tune in to see how to beat the dip during shoulder season.
One thing about Pay-Per-Click Advertising that most business owners say they love is its instant-on, instant-off capability. You can pause or stop a PPC campaign if you’ve got too many leads to handle. And you can start it back up again when you need more leads. Makes sense, right? Except that seasonality erases that benefit. Now, if your business isn’t seasonal, skip this article — but if it IS seasonal, pay attention: You can only use PPC ads to bid on prospects who are actively searching on relevant keywords — i.e., customers who are in the market for what you sell right now. So when almost no one is in the market for what you sell — i.e., when it’s slow season — then almost no one is searching on relevant keywords. That means there’s almost no opportunities for you to bid on. 'Cause search engine can’t create customers for you that don’t exist. And if everyone in your industry is trying to ramp up PPC spend during the slow season in order to bring in what few customers there are, then guess what happens?Exactly. You pay through the nose and still can’t get enough leads!
Slow Season PPC vs. Mass Media Branding
Here’s the thing: mass media branding can’t and won’t change your seasonality. Your busy season will still be busy, and your slow season will still be slow. But if you’re growing, you’ll get to the point where you’re doing as much business during your slow season is as you used to do during you busy season. Mass media branding CAN make that happen. Unfortunately, mass media can’t create customers that don’t exist; it can only increase your market share of existing customers. However, when some of the customers your branding has convinced to buy from you end up needing what you sell during your slow season, you’ll get those customers for the same spend as any other time of year. You already bought those leads at bargain-basement prices, and can now (mostly) opt-out of the PPC bidding wars.*This is how you end up still having a slow season while doing much more business than you ever used to do during that season.
What This Means for You
So if you’re relying on your PPC spend to get you through the slow season, you’ll want to rethink that plan. And if you haven’t yet started investing in long-term, mass media branding campaign, now is the time to start. Lead generation fueled by branding won’t change your seasonality, but it will provide real growth that continues from season to season. And isn’t that what you really want?
Branding
The Essential Qualities of a Strong Brand
Your brand strategy must extend beyond a mere tagline or logo. It should embody the essence of your brand and its unique value proposition.
A strong brand is essential for any business that wants to become a household name, but what makes a strong brand? We’re going to get into all of the components of a strong brand. For now, some of the main essential elements in your brew of brand strategy components should embody the following:
- A strong brand has a single, clear, unifed strategy.
Your brand strategy should be more than just a tagline or logo. It should be a distinct and differentiated approach that sets you apart from your competitors. Your brand strategy should be reflected in everything you do, from the products and services you offer to the way you market and communicate with your customers. Protecting your brand’s integrity should extend into your lead generation advertising as much as your mass media and social media presence.
- A strong brand is determined by the strength of the bond with potential buyers.
Through sheer volume, people will recognize your name. Your brand is built on an affinity to your name. When people know, like, and trust your company BEFORE they need your thing, you have a brand.
The Goal of Strong Branding
An important goal of branding is to establish a lasting bond with customers into the future. When you forge a strong bond, you are the first choice whenever they need or want what you have! Here are a few key qualities that strong brands share. First, they have a strong identity. They're easily recognizable and their name is often synonymous with their industry or product. People know what they stand for and what they're all about. Strong brands have a clear story that resonates with people, both visually and auditory. Second, strong brands deliver. They've been around for awhile and have built up a loyal following. People trust them because they've consistently delivered a quality buying experience over time. People are drawn to them because they offer something unique and valuable. Buying experiences are affirmed and validated in Google reviews. Finally, strong brands maintain a consistent presence. The brain is designed to forget, requiring brands to embed their code at a very specific frequency if they ever hope to achieve long term retention. The higher the message’s impact quotient, the higher the chance for recall at the zero moment of truth. If you don’t know where to start, and want some fresh brand perspectives, book a call with Wizard of Ads™ now. We understand the goals of your brand, and know it’s all about building relationships. So, Let’s build yours now.
A Brand That You Love is Like a Friend
A strong brand is like a good friend. They're reliable, they make you feel good, and you can always count on them when you need them. When you love a brand, it's because they have qualities that resonate with you on a personal level. Maybe they share your values, or maybe they just make you feel good when you use their products or services. Either way, the connection is strong and meaningful. Just like any good friendship, a strong brand relationship requires some effort to maintain. But it's worth it, because a brand that you love is a true asset in your life. Now, let’s get into what our experts have found to be the components of what makes a strong brand.
What Makes a Strong Brand?
Brand Identity
There are many factors that contribute to making a strong brand. A strong brand is one that is easily recognizable and has a strong, positive identity. A brand identity is the “look and feel” of a brand. There are several key components to creating a strong brand identity:
- A clear and unique brand message that sets you apart from your competition.
- Consistent branding across all touchpoints (website, social media, marketing materials, etc.).
- A strong visual identity that is instantly recognizable.
- A loyal customer base who believes in your brand and supports your business goals.
When you create a strong brand identity that hits all of these key points, you will be well on your way to building a strong brand that will be successful for years to come.
Brand Values
What makes a strong brand? A brand is much more than just a name or logo. A strong brand has a clear purpose and values that guide everything they do. The purpose is the why behind the brand – why they exist and what they're trying to accomplish. The values are the guiding actions and behaviors that demonstrate the purpose through everything the brand does. When a brand’s purpose and values are aligned, it creates a strong, cohesive brand narrative that inspire the kinds of people you hope to attract to believe in and support it.
Brand Message
Some say making a strong brand is all about the message, while others believe that it's more about the perspective of the consumer. So, what really makes a strong brand? We believe that it's a combination of both factors. A strong brand message will certainly help create a strong brand, but it HAS to be true. It's also important to consider the perspectives of consumers, so that the message your brand is sending aligns with their values, emotionally motivating them into acting with you. Here are some things to keep in mind when creating a strong brand message:
- Make sure your brand message is clear, concise, and most importantly, authentic.
- Consider how your perspectives align with your target audience.
- Create an emotional connection with your consumers.
- Be careful not to say too much too soon.
Competitive Differentiator
There are many factors that contribute to a strong brand. But one of the most important is having a competitive differentiator. This is what sets your brand apart from the competition and makes it unique. It's what makes people remember your brand and choose it over others. Your competitive differentiator can be anything that makes your brand stand out. This is the thing (or things) you are willing to do consistently that your competitor isn’t immediately willing to say, “ME TOO!” Whatever it is, make sure it's something that you can build your brand around. That way, you'll have a strong foundation for success. “It is incredibly rare for businesses to properly promote, let alone have, a meaningful competitive differentiator. For Wizard of Ads™, this is a source of tremendous opportunity.”
Brand Experience
Having a unique and positive brand experience is something that sets you apart from a saturated market. Brand experience encompasses the ability your brand has to connect with your customers and evoke emotion. Like the wise Marshall Mathers once said: “You only get one shot, do not miss your chance…this opportunity comes once…” And believe it or not, it’s applicable when making a strong brand. You really do have one shot and one opportunity to make a lasting and positive branding experience.
Top Qualities of a Strong Brand
Consistency
There are several components to creating a strong brand. First, you need to have a clear understanding of who your target audience is and what they're looking for. This will help you create messaging and visuals that will resonate with them. Next, you need to be consistent in everything you do, from your social media posts to the way you answer the phone. Consistency builds trust and makes your brand a reliable source in a market full of unreliability.
Authenticity
One of the most important qualities of a strong brand is authenticity. Consumers today are more savvy than ever, and they can quickly spot a fake or inauthentic brand. An authentic brand is one that is true to its values and purpose. It doesn't try to be something it's not, and it doesn't make promises it can't keep. An authentic brand is also transparent, so consumers know what they're getting into when they interact with the brand. Another quality of a strong brand is a clear identity. A strong brand knows who it is and what it stands for. It has a unique voice and personality that comes through in all its communications.
Transparency
Transparency is a top quality for strong brands. It helps build trust and credibility with consumers, and can be a differentiating factor in the marketplace. A strong brand is one that is authentic, consistent, and clear in its messaging. Transparency is a key ingredient in achieving these goals. When consumers know what goes into making a product or how a company operates, they are more likely to trust that brand. This transparency can also help to build loyalty, as customers feel invested in the company and its success. Strong brands are built on transparency and authenticity - two qualities that consumers value highly. If you're looking to build a strong brand, make transparency a top priority. It will help you gain the trust of consumers.
Memorability
What are the top qualities of a strong brand? If you ask anyone in the marketing or advertising industry, they'll likely tell you that one of the most important qualities of a strong brand is memorability. Think about some of the most well-known brands in the world. Chances are, you can name them off the top of your head without even thinking too hard. That's because they've done a good job of creating a memorable brand. So, what makes a brand memorable? There are many factors that can contribute to memorability, but some of the most important ones include having a strong name, a recognizable logo, and a catchy slogan. Another way to make your brand more memorable is to associate it with positive emotions. If customers have positive associations with your brand, they're more likely to remember it. And of course, providing excellent products and services is always going to help make your brand more memorable.
Reliability
There are many qualities that make up a strong brand, but reliability is one of the most important. A reliable brand is one that customers can trust to provide consistent quality and value. A strong brand is built on a foundation of reliability. Customers need to know that they can count on a brand to deliver what it promises. If a brand repeatedly fails to meet customer expectations, it will quickly lose its reputation and its place in the market. Reliability also extends to how a brand treats its employees and business partners. A strong brand is one that is ethical and fair in its dealings with all stakeholders. This builds trust and goodwill, which are essential for any business or organization.
Distinctiveness
One of the top qualities of a strong brand is distinctiveness. What makes your brand stand out from the rest? It could be a unique selling proposition, an interesting history, or a commiDtment to social responsibility. Whatever it is, it should be something that sets your brand apart and makes it memorable. Don't underestimate the power of distinctiveness. In today's commoditized world, it is more important than ever to have a strong brand that can cut through the clutter and be remembered by consumers. So make sure your brand has that special something that makes it stand out from the crowd by booking a call with Wizard of Ads™.
Branding
Brand Guide: What's Your Style?
Your brand is the personality of your business. Without it, you have no image, no direction, and no differentiating factors from your competition. It’s what sets you apart and makes you recognizable; it's the heart and soul of your business. Your brand incorporates everything from your purpose to your values, and it's what narrates your company culture. Building a brand involves much more than just creating a logo, although that's certainly a part of it. Your brand is the sum total of every interaction your customers have with your business, from their very first impression to their continued loyalty (or lack thereof). To create your brand masterpiece, you need to be intentional about every aspect of your business, from your customer service to your online and offline presence. And one of the best ways to do that is to create a brand style guide. Having a brand guide will not only make sure that everyone in your company is on the same page when it comes to your brand, but it will also make it easier to outsource work because you'll have a clear and concise document that outlines your brand standards. Not sure where to start? We've got you covered. Here's everything you need to know about creating an outstanding brand guide.
Definition: Brand Guide
A brand guide, or brand style guide, is a document that contains essential information about a brand. This includes the brand’s history, purpose, values, voice, and visual image. A brand guide is used as a reference by anyone who works with or represents the brand, to ensure that all communications are consistent with the brand’s image. Creating a brand guide can be a helpful exercise for any business, big or small. It can help simplify and streamline communication internally and externally, and ultimately make your brand more recognizable and cohesive. If you’re not sure where to start, you’re in luck. At Wizard of Ads®, we help businesses of all sizes create brand guides that capture the essence of their brand and reflect their unique image. Book a call with us today to learn more!
Elements of a Brand Guide
As we've mentioned, brand guides are used as a source of truth for everything related to your brand. So, what are the fantastical elements that make up this truth? Here are a few that every brand guide should include:
Brand Story
Your brand story is how you create a bond with your future customers. It tells the inspirational tale of how your business came to be, and the sacrifices you made to get there. What have you, as a business owner, sacrificed and why? Are you willing to share that story? Jonathan Haidt, the author of The Righteous Mind, once said, “The human mind is a story processor, not a logic processor. Everyone loves a good story; every culture bathes its children in stories.” Your story is what shapes and defines your tribe. When your target audience hears your story, it should persuade them to join your tribe and take action — whether that's buying your product, signing up for your service, or investing in your brand. Your brand story is the emotional glue that bonds your customers to you. It's what sets you apart from your competition and makes you unforgettable.
Brand Logo
You cannot expect your audience to be enthusiastic about your brand until you find a way to inspire them first, and your logo is one of the best ways to do that. People naturally need to inhale inspiration first, so they can exhale enthusiasm. You inspire them, and in turn, they'll bring the enthusiasm. When creating your logo, you need to ask yourself this: Does this image represent who we are as a brand? Does it inspire those around me? To ensure your brand logo accomplishes this, be sure that you have attention-grabbing visuals, whether it's something abstract or an image that's easy to remember. Your brand logo should also be timeless, so it can be used for years to come without looking dated. And finally, make sure your brand logo is adaptable, so it can be used in a variety of contexts and still look great. Don't be afraid to think outside of the box and take some risks, it could pay off big time for your brand in the long run.
Brand Colors
Choosing your brand colors isn't as simple as randomly selecting a color palette you like. There are a few things you should keep in mind, such as the psychology of colors and how different brand colors can affect customer perceptions. You'll want to use color as a way to bewitch your audience into feeling whatever feelings you want them to have, whether it's green for growth, blue for serenity, or yellow for happiness. The colors you use in your brand guide should be reflective of your brand's image, and easy to remember so that customers can identify your brand quickly. They should also be consistent across all platforms, from your website to your social media accounts.
Typography and Font
Believe it or not, something as subtle as your brand typography and font can make a major impact on how people view your brand. Just like your logo or slogan, your font should reflect your values, and give your audience a glimpse of your inner face. It has just as much power to symbolize a thought or feeling that cannot be brought to words. That is why it's imperative that you avoid choosing a font that is considered an eyesore to your specific audience, or that clashes with the overall aesthetic of your brand. Your brand typography and font should be able to capture attention and communicate a message without being too overbearing. In other words, it needs to be both readable and visually appealing.
Brand Imagery
Your brand imagery is more than just a simple visual image that enters the eyes of your customers. It should bring about a powerful mental image that is much more complex. This mental image can consist of sight, sounds, touch, taste, smell; opinions, and emotions, as well as memories - both conscious and unconscious. This can be done by using shapes, colors, symbols, words, or even music to produce an image in the mind of your target audience. When done correctly, brand imagery can be a very powerful tool that can help to increase brand awareness, build brand equity, and ultimately lead to more sales.
Brand Voice
To harness the attention of your future customers, you need a sharp, consistent brand voice that communicates the unique personality of your business. You want your customers to read your content or hear your advertisement and immediately know that it's coming from your company. To make sure your brand voice is on point, it's important to say more in fewer words. And that is done best when your message is both specific and vivid. For example, instead of saying, "we're the leading brand in the industry", you might say, "we have more 5-star reviews than your grandma's Italian cooking”. Do whatever it takes to get your message across in a way that is memorable, meaningful, and authentic.
The True Purpose
At this point, we know what a brand guide is and the elements that make up an influential brand. Now, let's uncover the true purpose of a brand guide and what it can do for your business.
For Consistency
The first main purpose of a brand guide is to ensure consistency across all touchpoints. This includes making sure that the colors, fonts, logos, and other visual elements are used correctly and consistently. This will not only help to ensure that the overall look and feel of a brand is maintained across all communications but also tells your customers that you are professional and trustworthy. Whoever is working on building your brand will be able to reference your brand guide and ensure that everyone is aligned with the same vision.
For Quality Assurance
Additionally, brand guides are essential for ensuring quality across all touchpoints of your brand. By providing clear guidelines, you can ensure that your brand is consistently represented in a way that meets your high standards. For instance, if your graphic design team is responsible for creating social media posts, they will need a brand guide to make sure that each post is up to brand standard. This includes using the correct colors, fonts, and images that are associated with your brand. Without a brand guide, it would be easier for your social media posts to miss the true message or appear unprofessional.
Eliminate Negative Impact
We know, rebranding is a huge pain, which is why having a simple branding guide is so useful. It'll keep your brand consistent, and save you time and money in the long run. This is because, with a brand guide, you and your team will have all of the information you need in one place. So in the event that there needs to be some changes or adjustments, everyone will be on the same page. Not to mention, it'll be a lot easier to train new employees on your brand standards. They will be able to easily reference the guide, and won't have to rely on you or other team members to remember all of the details.
The Key is Consistency
Your brand style guide should be clear, concise, and easy to follow. Every company has its own way of doing things, but some basic guidelines will help you create a consistent brand image.
- Use the same font throughout your materials.
- Make sure all brand elements are consistent with your brand image.
- Pay attention to the small details – they can make a big difference!
- Always proofread your materials before sending them out.
- Keep your brand style guide updated as your brand evolves.
These days, first impressions are everything. And in the business world, your visual brand image is often the first thing potential customers will see. That’s why it’s so important to make sure your branding is on point, and consistent across all your marketing materials.
Your Business’ Bible
So, what's included in a brand guide? Everything! The makeup of all the principles and values that you as a brand embody, with the curated formula you need to make it come to life — think of it as your business’ “bible.” When you're just starting out, building a brand guide can be overwhelming. That's why we're here — to take care of everything for you so your business can shine both online and offline. At Wizard of Ads®, we specialize in creating brilliant, disruptive brands that will get you noticed. If you're ready to start building your brand guide, book a call with us today and let's get started!
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Frequently asked questions
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Why Wizard of Ads®?
Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute and Wizard of Ads® Services is the game-changer your business needs:
Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.
Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.
Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand strategy.
Who Should Work with The Wizard of Ads®?
Wizard of Ads® offers services that start with understanding your marketing challenges.
We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.
Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.
What Do The Wizard of Ads® Actually Do?
Maximize Your Marketing Impact with Strategic Alignment.
Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.
Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.
What can I expect working with The Wizard of Ads®?
Transform Your Brand with Our Proven Process.
Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.
Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.
What Does A Brand-Foward Strategy Do?
The Power of Strategic Marketing Investments
Are you hungry for growth? We explain why a robust marketing budget is essential for exponential success. Many clients start with an 8-12% marketing budget, eventually reducing it to 3-5% as we optimize their marketing investments.
While it takes time to build momentum, you'll be celebrating significant milestones within two years. By the three to five-year mark, you'll see dramatic returns on investment, with substantial gains in net profit and revenue. Discover how strategic branding leads to compound growth and lasting value. Join us on this journey to transform your business.
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