Most businesses don’t have a brand problem. They have a consistency problem. Logos, colors and core messages are only valuable when they’re used correctly. Although many businesses today spend thousands of dollars on branding, the way it’s implemented tends to slip. According to research that tracked select companies throughout 2025, the ones that consistently did it right realized increased revenues of up to 33%. 

First of all, let’s get on the same page about what a “brand” even is. On the surface, it’s a cohesive logo with colors that represent who you are. Down deeper, your brand tells people you care about what you deliver and you live up to what you promise. Overall, it’s your public image. State Farm is the good neighbor you can count on in a crisis. Nike is the fuel behind your ambition: just do it. Even Wendy’s is known for being the fast food brand that doesn’t take itself too seriously, clapping back on social media while still selling you a Frosty. 

Inconsistency erodes trust and drives up costs: using different logo versions, shifting color schemes or changing messaging tone between channels confuses customers. Marketing campaigns become less effective when brand recognition weakens. Consistency is what turns a first impression into a lasting relationship.  

Customers spend money on what they know. If they don’t know you, they will be skeptical about buying from you. According to Edelman’s Trust Barometer, 81% of consumers say trust is a prerequisite for purchasing from a brand. 

Inconsistency can also cost money from the inside out. Internal teams can end up recreating materials from scratch or correcting off-brand content and revising campaigns when they realize something is off. All of that wastes staff time and increases production expenses. 

Where does it break down? Shifting between different logos leaves customers confused and asking which one is “right.” Even color drift between print, digital and social signals to customers that no one is minding the store. Your tone of voice between different platforms also affects your overall brand. While LinkedIn is usually more professional than Instagram, the overall tone, voice and core characteristics should be consistent. If Chick Fil A used its iconic, incorrectly spelled tagline “Eat Mor Chikin” one place and “Eat More Chicken” on another platform, people would notice. 

So, what should you do?  

• In practice, consistency begins with a system. That system starts with brand guidelines. This is an actual document that lays out everything from visual elements to tone of voice and messaging. 

• Remember, brand guidelines aren’t just for designers; everyone touching your brand needs them. Get your team on board and perhaps even assign a small team as the “brand police.” (They won’t be popular, so make it worth their while!) 

• Get in the habit of auditing your branding annually at a bare minimum and quarterly if possible. Review your website, social media and even customer service interactions to ensure it is consistent across all platforms.  

It pays off. Consistent branding results in 3.5x more visibility, according to brand templating platform Marq. In a crowded market, that’s the difference between being remembered and being overlooked. 

Edelman’s Trust Barometer also found that when customers truly trust a brand, they advocate for you to their friends, they defend you when someone talks badly about you online and they will often even pay more without flinching. That kind of loyalty is only earned through thousands of consistent touchpoints over time – not a single ad campaign.  

The bottom line: consistency lowers what it costs to win new customers over time because your brand is doing the work for you before you ever make a pitch. Start small by making a simple list of every place your brand shows up: your website, your social profiles, your signage and even your email signature. Then it’s time to make a more long-term plan; because the brands people trust didn’t get there by accident, they got there by showing up the same way, every single time. We’re here to help if you need us! 

Super Bowl advertising costs reached a record high this year with some :30 second spots going for $10 million, although viewership ended clocking in slightly lower than last year at an average of 124.9 million. With the matching investments NBC often required to enter into the Super Bowl commercial line-up, production fees and celebrity costs, an all-in cost can be 20 to 25 million.  

For that kind of bank, companies’ Super Bowl commercials had better deliver. Unfortunately, from a broad perspective, this year’s ad lineup was about as exciting as the game itself – not very.  

That said, it’s easy to forget that while Super Bowl ads are known for being entertaining, that shouldn’t be the whole point of them.  The long-term success of the ads themselves still comes down to meeting the three core tenants of any good commercial. Your commercial should:  

1. Know and speak to your target audience. 
2. Ensure your messaging highlights the unique benefit of the product or service. 
3. Convey that message to that audience with an easy-to-understand, memorable story. 

Using those principles, what’s a good example of a Super Bowl that really delivered and one that didn’t?  

The :60 Novartis commercial, titled “Relax Your Tight End,” featuring Tampa Bay Buccaneers head coach and prostate cancer survivor, Bruce Arians, checked off every box. The target audience was men 45-69, hundreds of thousands of which were watching the Super Bowl, along with younger men who may be looking out for their fathers and grandfathers. The spot featured football legends especially relaxed because they could opt for a blood test instead of a finger test to check for prostate cancer. It included Arians looking at the camera and noting the life-saving importance of testing. And just in case you missed the benefit of blood tests, there were humorous close ups of butts unclenching and a football player with a Band-Aid on his arm. It was a creative, funny way to tell an important story that is certainly memorable.  

Conversely, the Dunkin’ commercial, “Good Will Dunkin’”, gets points for ensuring their commercials are highly anticipated with plenty of star power, teasers and social media pushes, but did not deliver with their game day spot. They have a very broad target market, yet essentially tried to reach Baby Boomers, Generation X and Millennials, simply by throwing characters from every era in there in a confusing hodge podge mess. Donuts were shown, but they barely served as a supporting actor to the chaotic scene that was far from memorable.   

You don’t have to have an ad in the Super Bowl to ensure you craft a strong commercial. Whether you are planning a TV, radio or even a small print ad for a local newspaper, ensure it tells a story about what makes your product or service valuable to your target market in a noteworthy way. 

What we love about our clients is how deeply committed they are to their work. Time and again, we see teams who wear a lot of hats and find ways to make things happen – even when resources are stretched. But what if we told you there’s an opportunity to do more, not by adding to your plate, but by making better use of the support you already have? 

As budgets thin and workers move from job to job more often, many teams have quietly absorbed more and more responsibility. What may have started as a short-term, in-house solution has now become a permanent part of the day-to-day, layered on top of already full job descriptions. Over time, these “temporary” fixes can turn into long-term drains on your team’s time, energy and focus. Or perhaps you’re considering adding another position to your team, even though the thought of adding on-boarding and more management to your plate may feel overwhelming.  

There is a solution for both issues. An outside partner – especially one that already knows your brand and operating procedures – can make a positive impact on both your workflow and the quality of the tasks you are managing.   

As a full-service agency, Daigle Creative specializes in marketing, advertising, public relations and design. Yet we’ve increasingly found that some of even our longest-term clients are only relying our team for one or two services we provide. That may be due to a lack of information about the breadth of our services or fear of increased expenses.  

In fact, hiring a marketing agency can often be more cost-effective than hiring an in-house team, according to ROI Amplified.  

Our clients often rely on us to tap into earned media, as we’ve spent 25 years excelling in procuring placement for our clients on TV news, editorial placements and in a wide variety of local, regional and national publications. However, many don’t know our PR department offers media training, ranging from group sessions on best practices to one-on-one run-throughs ahead of scheduled interviews. We also provide crisis communications as well as support with public affairs when clients must navigate complex stakeholders or regulatory landscapes. 

In terms of marketing and advertising, the array of services we offer is too plentiful to fully cover here. We not only create compelling, print, digital, radio and TV advertisements (including managing video production when needed), but many don’t realize that we stay at the forefront of media trends in terms of media buying. We can – and do – create targeted media strategies customized to our clients’ particular audiences, utilizing everything from more traditional neighborhood print publications when needed to utilizing Amazon-informed purchasing data to guide digital display or CTV campaigns. Plus, the majority of expense for utilizing our professional media buyer is often covered by the mediums themselves.  

And at the heart of everything we produce is our expertise in graphic design. While it’s easy to rely on Canva or Ai these days, it’s vital to consider when to do so. Branding is always foundational, and a foray into a new lane of business should have human consideration informing its design. Canva and Ai do indeed have value but think of them as force multipliers.  

Having your already stretched-thin team utilize these tools also begs the question: just because they can do it, should they? For instance, should a development director for a nonprofit that can design a flyer do so, or fully focus on raising money? 

That same ROI consideration often arises with social media tasks as well. So often businesses add a social media position to their team or add that responsibility to a marketing coordinator’s already busy plate, when they could offload 75% of those monthly efforts to an outside partner for a fractional cost. For instance, our team completes most social calendars with graphics and posting within four to seven hours. Plus, we have expertise in paid boosting and advertising to give them more reach. Worried about things that happen on-site? We leave space for that! 

We assure you that while we always welcome new business, the goal of this article isn’t simply about drumming it up. It’s just an opportunity to share some services you may not know about and to emphasize that it’s worth revisiting how an agency partner can best support your changing  goals, complement the work you’re already doing well and give you the bandwidth to focus on what’s most important. 

It’s hard to see a nasty comment written below your business’s post. It’s frustrating seeing a bad review. And it can feel defeating if no one sticks up for you.

In today’s digital age, the internet isn’t just a way for businesses to reach their clients, customers and members, also how they connect back with you. And one of the easiest ways for them to do so is through social media.

But the golden question is: do I respond? And the answer is yes! (Even if the comment is a bad one.)

According to Help Scout, 78% of people expect personalized responses within 24 hours on social media. They are quick to switch to competitors if that timeline isn’t met.

Think of it like this: customer service on social media influences your reputation and customer satisfaction. Positive interactions like personalized solutions and proactive engagement enhance your image and foster loyalty.

Poor service or delayed responses can lead to further public criticism and damage your reputation. In fact, a study by Zendesk found that three in four customers will spend more money with businesses that provide good customer service.

To start, the easiest thing to do is reply to positive comments. When we interact with positivity, it builds and maintains a strong brand image. Think of it as positive reinforcement. A sincere thank-you in a personalized message goes a long way. These gestures show how much you value and appreciate their feedback. And believe it or not, sometimes your customers view you as a “celebrity,” so it’s extra fun for them to get a reply!

Examples of positive replies:

• “Thank you so much for the kind words, [Name]. We’re thrilled you enjoyed your experience!”
• “We appreciate you taking the time to share this! You made our day, [Name]”
• “So glad to hear this! Let us know if we can help with anything else.”

Neutral comments also warrant replies. Although they don’t necessarily ask for interaction, giving them attention shows your audience you’re paying attention and engaged. This might look like answering a quick question, acknowledging a general observation, or adding helpful context.

Examples of neutral replies:

• “Great question, here’s how it works…”
• “Thanks for pointing that out, [Name]! Here’s a little more info.”

Negative comments can be tricky. It’s important to show empathy and respond quickly. Your tone should stay respectful, calm, and solution-oriented. Using phrases like “I’m sorry you experienced this,” “We’d love to make this right,” or “Thank you for bringing this to our attention” helps diffuse tension. A personalized response can turn a frustrated customer into a satisfied one and hopefully keep them coming back.

Examples of negative replies:

• “We’re really sorry this happened, [Name]. That’s not the experience we aim to provide, and we appreciate you bringing it to our attention.”
• “Thank you for letting us know. We’d love the chance to resolve this, could you send us a message at [email]?”
• “We understand your frustration, [Name], and we’re here to help make it right.”

If their complaint requires additional attention, direct them to an email or number to call. But if you do this, you need to be prompt on that line of communication as well. There is nothing worse than being redirected endlessly before someone gives up and switches businesses.

According to Sprout Social, it’s best practice to have an escalation management protocol in place to handle any negativity that intensifies.

Depending on the size of your business and your staff, you may not be able to respond to every comment. That said, plan to engage as much as possible and monitor your pages regularly to see what’s being said, stepping in when it matters.

 

Securing earned media coverage today is much more than press releases and cold pitching. Shrinking newsrooms and a saturated community of stories make for a competitive market that continues to call for strategic storytelling and relentless relevance. To break through the noise, you must think like a journalist and craft a relevant narrative worth covering.

What are journalists looking for today? Jacksonville newsrooms want timely stories that tie into current events, relevant, compelling statistics/reports and characters that bring those issues to life. They want real people whose experiences put a human face on data and policy.

Overall, they’re looking for stories that spark emotion, add local context and give their audience something they haven’t already seen in a dozen other headlines. So how can we help you achieve that?

The simple truth is that you have to understand and play by their rules to be part of the game. Even if your organization’s work is important, a flat story with no human element or fresh data won’t catch a reporter’s attention. We know what newsrooms are looking for, so to earn coverage, we have to deliver it in a way that meets their needs.

For example, a story pitch about a national awareness day like National Family Caregivers Month usually won’t go anywhere. But a story featuring a local family member who is a caregiver paired with state data about the aging population brings it to life. Moreover, a story about paying off debt can be repetitive. But when you tie it with record-breaking national debt numbers and navigating a government shutdown, your original idea is now elevated to a whole new level.

Other tips and tricks to securing earned media also include what kind of visual elements you can provide a reporter. Newspapers appreciate pictures sent along with stories. TV stations need something interesting to shoot. You wouldn’t pitch a food pantry story and then not allow the reporter inside the pantry. You wouldn’t pitch a story about children struggling in school without a few shots of kids inside classrooms. Visuals go hand-in-hand with storytelling.

Furthermore, planning in advance is more of luxury these days. Breaking news is always looming, especially in Jacksonville; that means it’s incumbent on us and our clients to work fast and on a reporter’s schedule. The news of the day dictates reporter schedules. Oftentimes, we must work within their window. This applies not only to the stories we pitch, but also to the stories reporters approach us for, with the latter being even more critical. When a reporter reaches out, it means we’re already on their radar, and any delay or lack of flexibility can cause the opportunity to disappear as they move on to the next lead or deadline.

At Daigle Creative, we establish ourselves as a reliable, responsive source that acts quickly. That’s how we earn their trust – and with that, more future opportunities for our clients that we can bring to them.

We also pay attention to the timing of our stories. Staying informed on current events allows us to seize opportunities to position ourselves as experts. This can include responding to tragic events such as shootings or addressing urgent issues like cuts to SNAP benefits.

If the main message you’re getting is “act fast,” then you’re right! News is different every day, and it’s our job to connect you to the best opportunities possible. That said, there are still ways to schedule some stories a week or more in advance. Those opportunities certainly have value, especially if they integrate a real person affected by a program, product or service. While they are harder to secure, we still encourage our clients to bring us these stories and have had repeated success in positioning them effectively.

To secure earned media, we recommend working together and focusing on these factors:

• crafting stories with human characters and fresh, relevant data
• tying narratives to current events and broader trends
• providing compelling visuals that bring stories to life
• acting quickly to meet reporters’ schedules.

Responsiveness to reporters’ inquiries is equally important. By establishing yourself as a trusted source, you open the door to more opportunities, including ones you won’t have to chase. Whether it’s a reactive story about breaking news or a scheduled feature planned weeks in advance, understanding the needs of newsrooms and delivering value in a journalist‑friendly way is the key to standing out and getting noticed!

Mia Doyle is our communications specialist and has been with Daigle Creative for more than one year now! She brings energy, heart and a passion for purpose-driven work to everything she does.

Mia has a special place in her heart for the nonprofit work we do. Before joining DC, she supported marketing efforts for organizations like the Clara White Mission and The Tebow Group in support of the Tim Tebow Foundation. At DC, she’s taken on a wide range of projects: building PSAs, writing interview questions and pitching news stories (two of which landed front-page placements in June!).

One of Mia’s primary roles is ensuring our clients’ social media is on point. She is continually diving deeper into social media analytics and building custom reports that help clients zero in on their goals. She believes every mission deserves a thoughtful, data-informed strategy.

Originally from Oviedo, Florida, Mia is a proud University of North Florida alum with a bachelor’s degree in communication with a concentration in advertising. Outside the office, Mia is actively involved at the San Pablo and Baymeadows campuses of Eleven22, where she leads middle school students and attends a weekly Bible study. She also recently got married and loves decorating her new home with her husband, Tim. On weekends, you might find her live painting at weddings around Florida, hosting craft nights with friends or reading by the pool – she’s almost finished with her sixth book of the summer!

Millennials and Gen Z make up most of the adult population, ages 18 to 44. Although the two generations are often grouped as one by marketing companies when appealing to adults, they’re different from one another.

Let’s get into specifics. Millennials are adults ages 29 to 44. This group of individuals were children or young adults as we moved into the year 2000. Their existence during a time of rapid technological advancement and economic turbulence influenced brand skepticism and preference for authenticity in marketing, according to an article from MailChimp. This makes them:

• value meaningful motivation
• interested in challenging the hierarchical status quo
• passionate about learning

So, when marketing to millennials, brands must prioritize meaning over possessions. What you’re selling must have a purpose beyond the material. This looks like prioritizing long-form content, whether that’s a video or an article – enter podcasts. This deeper connection resonates with those who value storytelling and transparency.

On the other hand, Gen Zers were born between 1997 and 2012, so they are 13 to 28 years old right now. They have essentially always lived in the world of technology. Even the 26- to 28-year-olds were exposed to the beginning of cell phones as young children. Their existence can be defined as shaped by constant digital access and hyper-connected, which has sparked a growing expectation for personalization and social responsibility from brands. This makes them:

• digital natives
• more open and honest with themselves and others than prior generations
• socially conscious and comfortable with diversity

While Gen Z is still very young and their interests are being defined, experts say that Gen Z is always trying to be “the best they can be.” They are very focused on health and wellness.

Unlike millennials, Gen Z is more drawn to short-form content. Hello TikTok! This means each word you use is much more important and you must deliver your main message as soon as possible. Additionally, Gen Z is drawn to video marketing that looks like authentic content over polished ads. Whether it’s a behind-the-scenes glimpse, a quick how-to or a funny, self-aware skit, Gen Z values brands that communicate with personality. Lastly, they love their influencers. If you’re looking to sell something, consider tapping a popular influencer to promote it – bonus points if it’s a reality TV star!

So, now that you know your millennial market and your Gen Z market, how do you reach them collectively? For starters, both generations are all about social media. Having a strong social media presence is a great jumping-off point. Target platforms that appeal to both age groups: Facebook, Instagram, YouTube and TikTok. However, your content, no matter how long it is, must be authentic and genuine, tapping into their values.

Both generations also value instant gratification. Remember to promote your product/service as something that benefits them right now. Consider using in-app purchasing and shoppable posts to create easy paths from discovery to purchase.

Instant gratification also carries over into customer service. Increasingly adults are taking their grievances to social media. When your business engages in two-way conversations with your customers, it builds trust and shows them that real people are behind every company. Creating a genuine connection can bring disgruntled customers back and preserve existing customers that are watching the interactions.

Now don’t forget, in a few short years, Gen Alpha is going to have spending power. Its oldest members are now young teens, and they’ve never known a world without smart devices, voice assistants and instant everything. If you think Gen Z moves fast, just wait. Gen Alpha will raise the bar for digital engagement and innovation. Don’t worry, DC will help keep you informed.

Gretchen Kernbach started at Daigle Creative in August 2022 as a communications specialist. As a news reporter, experienced in both print and television, she brought a wealth of knowledge of the media industry to the company as well as creative writing and critical thinking skills. In May 2024, she was promoted to public relations and content creation manager after showing extensive knowledge and success in the PR realm for our clients. Today, she gives us a peek into what interests her most – professionally and personally! 

Gretchen is an integral and deeply appreciated part of the DC team. She’s passionate about helping our clients educate the public on a wide range of topics, from finances to mental health. She’s especially driven by a love for storytelling that’s timely and relevant. One of Gretchen’s favorite projects each year is ElderSource’s Night with the Stars video series where she gets to meet Jacksonville seniors and share their unique stories. Staying curious and engaged with what’s happening in the community helps her craft messaging that resonates – and keeps her growing, too! 

In her free time, Gretchen enjoys running outdoors and doing hot yoga with her friends. Aside from exercise, she is always watching the newest crime documentary or staying up-to-date on the latest court cases happening right now. And, of course, she enjoys spending time with her cat, Eleanor, curled up on the couch together. 

As Daigle Creative celebrates its 25th anniversary this year, Gretchen is eager to create new media relationships and meet more people in the community. 

Design trends are shifting in 2025, blending nostalgia and innovation with a mix of futuristic flair and natural, grounded styles. New naturalism, retro/nostalgia and dynamic data visualization trends are transforming branded materials for an array of businesses across the globe. Whether want to connect more deeply with your community or build authenticity, check out these trends to inspire your next project. 

New Naturalism 

New Naturalism is a fresh take on modern minimalism. The trend blends grounding colors like moss green, terracotta and deep browns with natural textures like wood and ceramics. This combination adds warmth and balance to designs, making it ideal for lifestyle brands. This approach is especially effective for wellness brands and community-based organizations that want to reflect sustainability and trustworthiness in their branding. 

Retro/Nostalgia  

Just as our favorite 80s and 90s movies are getting rebooted, so are our beloved design trends. This year, more designers are bringing back old elements such as bold typography and vintage colors, then adding a modern spin. Neo-brutalism and vintage cartoon styles are being reimagined with high-res textures and interactive features. Even websites are recreating retro-style interfaces, but with sleek, mobile-friendly designs and modern UI capabilities. Nostalgic branding works well for organizations trying to connect across generations. 

Dynamic Data Visualization  

Data visualization is a fun, interactive way for users to interact with data in real time. In 2025, artists are transforming static pie charts and flat infographics into dynamic, immersive elements that make data exploration more intuitive. Custom dashboards and scroll-triggered visuals help organizations make complex information easier to digest, especially in annual reports, presentations or impact storytelling. Consider implementing dynamic visuals to help turn abstract numbers into meaningful, engaging experiences that inform and inspire your audiences.