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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 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!

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?

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™.

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.

1. Use the same font throughout your materials.
2. Make sure all brand elements are consistent with your brand image.
3. Pay attention to the small details – they can make a big difference!
4. Always proofread your materials before sending them out.
5. 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!

Over the past few years, brand experiences have made leaps and bounds into new territory. In the past, branding was all about creating a solid visual identity that would be recognizable and memorable. Today, brands are focusing on creating experiences that are engaging and impactful. Brand experience design takes many forms, but they all share one common goal: connecting with customers on a personal level. There are many factors that contribute to the evolution of brand experience. One of the most important aspects to pay attention to is the rise of digital media. Digital media has made it possible for brands to reach a global audience with ease. It has also created new opportunities for brands to interact with their customers. With the help of social media, brands can now create two-way conversations with their customers. This interaction is critical for building relationships and solidifying brand loyalty for years to come.

What Exactly is Brand Experience?

Brand experience encompasses the ability your brand has to connect with your customers and evoke emotion. It’s true what they say: “You never get a second chance to make a first impression.” Your customer’s first impression of your brand will shape the way they interact with it. It’s crucial to remember that you’ll never be able to appeal to everyone. No matter what niche or industry you’re in, there’s always someone who will have a negative perception of your brand. Whether that means hatred for a cookie brand that isn’t gluten-free… Or a dislike for a car brand according to a bicycle enthusiast, it’s simply inevitable. The good news? You don’t have to please every customer that comes across your brand to provide a great experience. Customer experience branding is all about focus. You need to focus on your target market and what they want from your brand. This can be accomplished in several ways, but it all comes down to identifying and understanding your customer’s needs and desires. Ready to take your home service company branding to the next level? Our marketing experts at Wizard of Ads® have all the tools you need to build an unforgettable brand. Book a call with us to get started!

Brand Experience vs. Customer Experience

Most companies think brand experience and customer experience are the same. In actuality, they’re two separate concepts. Understanding the difference between the two will allow you to improve customer experience and your brand overall. When it comes to the customer experience, there are four factors to take into account.

• Product: The product itself is at the forefront of the customer experience. How does it compare to similar products on the market? Does it have a strong brand identity that resonates with customers? If they don’t connect with it, they won’t buy it.
• Features/Benefits: Features and benefits go hand in hand with the product. Features refer to the product from a descriptive perspective—think of this as the exterior. Benefits are a level deeper—what do those features do for your customer? How does the product solve their problem or make their life better?
• Pricing: The price of the product is another integral part of the customer experience. Price can positively or negatively impact sales. Lower prices mean higher accessibility for a variety of customers but could indicate lower value. As the price increases, the perceived value rises with it, and the percentage of affordability to consumers decreases.
• Digital Experience: This last element refers to the customer’s interactions with a brand or company through digital channels. This can include a brand's website, mobile app, social media platforms, and any other online touchpoints. A positive digital customer experience is essential for building customer loyalty and driving sales.

Every business needs to provide a great customer experience, whether they’re product or service-based. But, if the branding doesn’t go beyond that, it can be easy for a brand to be forgettable. Brand experience, on the other hand, appeals to the emotions and senses of the consumer. Here are the critical components to consider:

Perception

Perception includes how every aspect of a brand interacts with the consumer’s senses. The combination of visual elements, the brand colors, and even the brand voice impacts how the brand is perceived.

Participation

Inclusivity and immersion are crucial to an effective brand. If your customers aren’t able to interact and be part of the brand, they could lose interest altogether. Consumers want to know they’re valued and their opinion matters.

Personalization

Personalizing your brand is another great way to create an experience. Create marketing campaigns that close the gap and connect with your customers. Use the way they engage with your brand on social media to gain valuable insight into what they might need.

Prioritization

Focusing on creating a brand experience that works for everyone can only hurt more than help. Be intentional about the factors you focus on, optimizing them as you collect data and your business grows. Remember, different metrics work for different brands. Consider what works for you and, most importantly, your customers.

Consumers’ Conceptions of Brand Experience

The way consumers view your brand can make or break your success. If you don’t make a point to consider your customers in everything you do, it’ll be hard to succeed. Based on a 2009 [study published by the American Marketing Association](https://www0.gsb.columbia.edu/mygsb/faculty/research/pubfiles/4243/Brand Experience and Loyalty_Journal_of _Marketing_May_2009.pdf), there are four major brand dimensions that the consumer encounters.

Sensory

The first dimension involves the five senses: sight, touch, taste, smell, and sound. Marketing campaigns have the ability to affect consumers at a deeper level, even if they don’t use all five. Understanding the different methods you can use to communicate with your audience is key to building a memorable experience and keep the audience engaged. How is a sensory experience achieved? The use of compelling, interesting visuals is the most impactful method. What emotions do the colors in your brand evoke? Does your brand voice resonate with your customers? How do your products make people feel? Let’s take a look at an example of what sensory reactions a specific company evoked for consumers.

Apple

Arguably one of the biggest technology giants of this generation, Apple is an extremely recognizable brand. Apple's sleek products and evolving tech help it stand out against competitors. So how do consumers perceive them?

• Sight & Touch: Consumers are thrilled with the way Apple products look and feel. With each generation of products, the appearance seems just as important as the specs. Releasing products that the customer actually enjoys will only encourage them to keep buying.
• Feel: Consumers noted how Apple makes them feel like they’re smart or included in an intelligent community. The brand’s ability to improve the consumer’s perception of self will unquestionably stand the test of time. It was also recognized as intriguing, a brand that truly draws the audience in. This sentiment is indicative of the second branding dimension.

Affective

The second dimension is called affective. This has to do with feelings and sentiments that arise in the consumer in relation to the brand. How do your products make people feel? What memory does your brand stir up in consumers? Let’s take a look at another example.

MasterCard

When you think about credit or debit cards, MasterCard is likely one of the brands that come to mind. Consumers noted how the brand makes them reflect on the finer things in life. They also love how youthful it feels compared to other credit card brands. Creating experiences that affect the consumer in this way will point you towards success.

Intellectual

Intellectual experiences inspire customers to think and problem-solve. They invoke curiosity and truly engage the customer’s mind.

Home Depot

I’m sure everyone has had to build a piece of furniture at some point in their life. But depending on the brand, it can either be a proud moment, or a frustrating one. According to the study, consumers appreciated how comfortable they felt. Any type of home project requires tons of research, quick thinking, and even trial and error. Consumers noted feelings of confidence in their project after their encounter with the brand. Every customer interaction is a great opportunity to provide a positive experience.

Behavioral

The last brand dimension is based on how brands make consumers act. How do consumers interact with your brand? How do they talk about it? What kinds of behavior does it inspire in consumers? This behavior can take many forms. It might be something as simple as talking about the brand to friends and family. It could be wearing a piece of clothing with the brand’s logo on it. Or it could be something more extreme, like getting a tattoo of the brand’s logo. No matter what form it takes, behavior is often the most important indicator of how strong a brand is. That’s because behavior is proof that consumers are actually engaged with the brand on a personal level.

Nike

Nike is another global brand that likely everyone is aware of. With a signature logo and activewear style, Nike encourages consumers to be healthy. It was noted that the brand inspired one customer to work out, down to the way their store was set up. This shows that they really executed the experience they present to their customers in an effective way. So what were the results of this study? Consumers ultimately provided their individual conceptions of different brands. There was a trend of the way brands with a strong experience made consumers feel, compared to weaker brands. The stronger brands evoked sensations, feelings, and behaviors. They brought the experience into something more tangible and three-dimensional. On the other hand, the weaker brands abandoned the deeper connections entirely. Walmart, for example, was only recognized for its emphasis on low prices instead of regard for consumer feelings.

Brand Experience and Its Future

The way brands interact with their customers has drastically changed over the past two and a half years. Pre-covid, brands excelled at the in-person experience with pop-ups and community events. When the covid pandemic hit, experiential marketing took a turn. The popularity of virtual experiences has soared. Offices moved to Zoom and WFH (work from home) lifestyles gained traction during lockdowns. People craved interactions that would remind them of what now seemed like a distant memory. Brands had to pivot entirely if they wanted to stay afloat. Thus began the “insperience” movement: bringing those physical experiences straight to your living room. VR and augmented reality has melded with industries like fashion, creating brand collabs that were unheard of before then. So what has this sudden change of pace helped brands achieve? For one, brands were now able to create virtual communities without limitations. Events were held at a capacity impossible in venues or stadiums. It increased brand reach by allowing every customer to participate from all over the world. The rise of reel videos and in-stream media forced brands to think outside the box. Brands were no longer confined to a specific type of customer interaction. The shift to digital experiences essentially leveled the playing field, giving brands a fresh slate to try something new.

The Future Is Here

As establishments begin to reopen, there’s no doubt the in-person experience will pick up again. But, post-covid, there’s also no doubt brands will make decisions a bit differently. The future of a mixed consumer experience is here. Brands will now have to master both in-person and online experiences to cater to every customer. Without it, there’s no way to keep up with the dawn of this new hybrid digital lifestyle. Pretty soon, we’ll all be walking around with VR headsets Ready Player One style. Brand experience is the way a brand makes its customers feel. It's about creating an emotional connection that goes beyond simply selling a product or service. Increasingly, businesses are realizing that brand experience is the future. In our increasingly connected world, customers have endless choices and they're not afraid to switch brands if they're not happy. So it's more important than ever for businesses to create an impactful brand that customers can connect with on a deeper level. There are lots of ways to create a great brand experience, but it all starts with knowing your customers and what they want. Once you know that, you can start creating experiences that will resonate with them and leave a lasting impression. It all starts with you contacting Wizard of Ads® today to bring the future of improved customer and brand experience to your business.