Have you started to feel like your company brand is looking old and dusty? Your logo, website, storefront – any or all of the above? You are not alone, and for companies that stand the test of time, this is bound to happen after a number of years. In today’s dynamic business landscape, it is vital to continually adapt to stay relevant and competitive.

Rebranding helps a company shed a dated image and align itself with current market trends. Take the worldwide coffee and pastry company, Dunkin’, which first opened in 1950. Originally named Dunkin’ Donuts, the company officially changed their name to Dunkin’ in 2019. Due to the name change, they also updated their logo and signage, but kept the bright orange and pink colors used previously. This was a great way to modernize their branding, but maintain recognition and familiarity with customers.

Companies can also use rebranding as an opportunity to refine their mission and values. Has your company expanded services? Perhaps there are products or services trending that you would like to highlight in branding. In the ever changing world of home design and construction, water-based polyurethane wood floors have gained huge popularity. A flooring company may wish to give this service more of a spotlight in their marketing.

Rebranding requires a deep understanding of customer preferences, market dynamics, and strong communication. Thorough research, planning, and strategy are crucial for success. Rebranding is a powerful tool for revitalizing a company, fostering growth and enthusiasm, and ultimately providing a positive future for your business.

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Why are videos effective tools for companies? Corporate videos are an accessible and engaging form of communication within the American business landscape. Consumers are dominated by digital media and information overload, so corporate videos offer a succinct and visually engaging means for companies to convey their messages, values, and objectives to various stakeholders.

A key strength of corporate videos is their ability to simplify complex concepts. By using visual elements and narrative storytelling, companies can distill intricate ideas into easily digestible content. This is especially helpful in a diverse and multicultural society, where companies need to resonate with a wide range of audiences. Like a commercial during the Super Bowl, a video can use humor, emotion, or shock value to reach a large consumer audience more easily than other forms of marketing.

Corporate videos also foster authenticity, community, and transparency. In an era where consumers are demanding greater clarity from businesses, videos offer an original and genuine touch. By showcasing behind-the-scenes operations, employee spotlights, and a dedication to social responsibilities, a company builds trust and rapport with clients.

Furthermore, corporate videos serve as powerful marketing tools. They can encapsulate a brand’s identity, products, and services, creating emotional connections and boosting brand recognition. Sharing success stories, client testimonials, and case studies through video format can solidify a company’s expertise and credibility.

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The term brand positioning refers to a company’s identity and value. Brand identity is the reason a client chooses your organization over a competitor. When a customer thinks of your company, what pops up first? Imagine you are driving to an early meeting and want to bring coffee to your employees. Will you stop at Starbucks or Dunkin’ Donuts? Why? The answer is probably more than just which coffee you prefer.

Brand positioning distinguishes your organization from others
It is important to differentiate your company, and establish what makes your service or product special. For example, Nike is best known for athletic footwear. Most would say they associate Nike with superior athletic performance and high quality. Dunkin’ Donuts is strongly associated with New England, the Boston Creme donut, and munchkins.

Brand positioning rationalizes your pricing
Nike sells approximately 10 million pairs of Air Force 1s every year. Each pair costs about $100 (they range from $80 – $130). This is an expensive price point for most, especially for younger consumers. However, Nike’s positioning as the exceptional, high-caliber brand justifies the cost of their products. Customers are willing to pay more for a service or product they see as worthy of the cost.

Brand positioning allows your company to expand
Nike does not just sell sneakers; their products extend to athletic wear, sports equipment, eyewear, and bags. By positioning themselves as a company that the best athletes and sports teams wear, they have been able to extend their products to many other areas. Dunkin’ used to only sell hot coffee and donuts. As they became an industry leader and solidified their identity, they began serving breakfast sandwiches and specialty coffees. If growing is your goal, spend time positioning your brand.

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One of great capabilities of social media platforms is the ability for users to like and comment on posts. This seems like it could only be positive, but over the years, both individuals and businesses are prone to worry about how many likes a post receives and worse, comparing these numbers to others. So how important are the likes and should you worry about them? The answer is yes and no, so we’ll explain this gray area and what to focus on when deciphering these numbers for your business.

Almost all big or small companies receive less than 1% of likes from their total number of followers
Choose any company – as large as Home Depot or a small, local bakery. Look at 5 of their posts and do the math on what percentage of their total followers are actually liking posts. Across the board, it’s a very small fraction. Why is this? For most people, liking a business post is different than liking their niece’s graduation post. Even though they are paying attention and appreciate a company’s post, many don’t feel a responsibility to hit the like button.

But do likes give my company credibility?
If I were to follow a local dry cleaner and noticed that my neighbor liked their post, I would assume she has been happy with their services. Any number of likes, 1 or 100, is a positive for your business as it shows that users have had a good experience with your company.

Focus on the quality and messaging of your posts
When going through both large and small businesses, even though few posts exceeded 1% of their followers, pay attention to which posts have more likes. What was it about those posts that resonated with their followers? When looking at your own social media, what are themes that seem to be reaching your clients the most?

Social media presence is important
Whether you are a company like Marriott, or a local restaurant, your presence on social media is important. You establish your brand, inform followers, and ideally build trust and confidence. Marriott has 549K followers, and although most of their posts have less than 1K likes, each post provides users an opportunity to connect with this company.

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It’s hard to dispute the importance of social media as part of your marketing mix, but what is the right approach? Some businesses use social media as a tool for selling their product or services. There is certainly no question that making your audience aware of competitive pricing or a special offer has a place on social media. A company may promote discounted service on Black Friday, for example. Is there a benefit, however, to staying away from too many sales pitches and instead focusing on building your brand?

People don’t want to keep seeing ads
Just as you have to sit through commercials watching live television, all social media users will encounter ads as they scroll through content. People dislike being interrupted with commercials, and the same is true for posts that feel too much like advertisements. Instead of pestering potential customers to buy, make your posts interesting, educational, and entertaining. Human interest stories around how you started your company are far more intriguing than ads.

Build trust with the community
If followers feel your only intent on social media is to sell, they are less likely to trust your service or product. Use these platforms to showcase your staff, workspace, and knowledge. The more comfortable people feel with your business and employees, the more confident they will be in purchasing your services. Imagine you are a bookstore owner. You could post a two-for-the-priceof-one sale for the month of April. Or you could post a video of the store owner talking about her favorite childhood book. APRIL 2023 2 STRATEGIC GUIDANCE WHY IS IT SO VALUABLE?

Provide content with value
Using the example of the bookstore owner, it’s helpful to provide your audience with useful, pertinent information. Maybe post the top 10 young adult books selling this month, or suggestions for holiday cookbooks. Valuable content will give people a reason to pay attention to your social media posts.

Look smarter than your competitors
Show people that your business is a leader in the industry. Social media is an opportunity to display your knowledge in the field and set your company apart from competitors. This could be giving advice, explaining how your service benefits your target audience, or informing the audience of trends. Most customers would choose the knowledgeable expert over the company pushing sales.

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With a nearly 20,000-seat capacity, the arena hosts over 3.5 million attendees a year. That’s a lot of sets of eyes! But how to capture audience attention when there’s a much more interesting game or a show happening?

That’s right! We secured advertising spots in the restrooms. The arena has small shelves for patrons to stash their drinks while they use the facilities, so we created a small advertisement that slides into the back of these shelves with examples of our client’s products, their contact information, and a QR code that linked to their site. By using a dynamic QR code, we are able to track the number of scans, as well as change the destination of the QR code.

Looking to find unique solutions to get the word out about your business? Give us a buzz!

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The hospital has a vibrant calendar of sporting events that participants can sign up for. Each event has complexities ranging from a participant’s medical conditions, transportation, equipment modifications to a host of individual personal circumstances. In addition, each event needs both staff and trained, certified volunteers who need to sign up for each activity. The activities stretch across multiple cities and states with a variety of dates and times.

This is when we hit our stride. First, we conducted days and weeks of research. Interviewed all groups involved. Keeping in mind some people’s disabilities may make it difficult for them to manage a sophisticated website experience. From there, our team developed a robust database that serves as the hub to all of this activity. Once developed, our designers added artwork and logos that can easily be identified to all users, including those with a visual impairment.

Our database / website continues to serve as a central focal point for registering and matching skills / qualifications of many hundreds of wonderful people, all enjoying sports.

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Some companies resist seeking out strategic marketing guidance. Although growing a business seems like the obvious goal for every owner, there are important marketing components that must be established in order to achieve growth. A comprehensive understanding of the current market, clear goals, appropriate use of funds, and decreasing time wasted, are all elements that will help you achieve your marketing goals. Every industry experiences changes, and your company will adapt to market fluctuations with the right strategic guidance.

Gauge the current market in your industry
Strategic guidance will help you get a pulse on marketing trends in your specific industry. From website layout, to social media trends, it is important to recognize what marketing strategies are working well. Additionally, how are your competitors approaching marketing, and how does your plan compare? A marketing agency helps you research and organize all of this valuable information.

Create specific marketing goals
Clear, concise goals will allow you to more accurately assess the success of your marketing strategy. This could be as simple as including one customer review on social media every week. You might set a goal of 25 people mentioning a discount they see on your website. Keep your goals specific and achievable.

Allocate funds toward desired outcomes
Every company wants to be spending money on resources that promote growth and opportunity. Strategic marketing guidance helps determine where your funds will make the most impact. Perhaps you’ve been spending on marketing materials that were effective five years ago, but need to change based on the current market.

Minimize wasting time and resources
Using administrative employees with no experience to handle digital communication and marketing for your company is a recipe for disaster. This not only pulls employees away from their intended job function, but also causes stress, and inevitably poor marketing outcomes. An experienced marketing agency provides guidance that eliminates this waste of time and resources.

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Although a great deal of marketing and advertising has moved from print to digital, the visual importance of both mediums has not changed. From the youngest age, our attention is pulled to things that interest us visually. Color, symbols, and size impact our attraction and association. Imagine, for example, being on a road trip and seeing a sign that spells out McDonald’s, versus a sign that displays the yellow golden arches. The golden arches almost certainly will grab your attention first, and more closely associate your recognition of McDonald’s.

Unique AND Simple
In the example of the McDonald’s logo, there is no other brand logo exactly like it, yet it’s incredibly simple. Instead of going with a logo of a storefront, or burger, they kept the brand identity very straightforward. Starbucks has a green mermaid logo, a nod to the company’s Seattle maritime beginnings, that is more unique than a coffee mug but simple enough to easily recognize.

Appropriate for Your Audience
Brand identity for a business targeting children will look quite different than a company identifying healthcare workers. The rules of unique and simple still apply, but colors, font, and photos should be tailored to the audience.

Intriguing and Interesting
Whether your audience is seeing your brand by scrolling through their phone, or on a billboard, it is important that logos, ads, and videos are eye-catching. Particularly with digital marketing, you have a short window to grab the attention of clients, and lots of competition.

Endure the Test of Time
It is important that brand identity is timeless and relevant today and 20 years from now. Colors like neon that are associated with decades like the 1990’s may keep a business from seeming with the times to potential clients. Be sure your brand won’t look dated in the future.

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One service we have found to be a great fit for these clients is video. Video is a great tool for presenting complex information in a way that’s more engaging than a typical whitepaper. It can also speak to multiple audiences by presenting high-level information and then inviting viewers to learn more by directing them to a website or other content. Not to mention that video is favored in the algorithms of many of the leading social media platforms!

It’s also a fantastic way to celebrate the expertise of professionals who have dedicated themselves to their industry. When one of our clients expressed interest in creating a podcast to showcase their intellectual capital, we got to work figuring out how to make it happen! We determined the best platform to use for recording remotely by thoroughly researching and testing different options. We also made sure we had professional-grade cameras with built-in mics sent out to the remote guests (with prepaid return packaging to make it as easy as possible for all involved).

The final product was a clean, professional video of a 20-minute three-way conversation, conducted remotely. We were also able to pull shorter snippets from the full video to repurpose as content for their socials, giving the client more bang for their buck.

If you’d like to explore all that video content can do for your business, contact us today!

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