What it’s actually like to work with a rebrand team

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What it’s actually like to work with a rebrand team

The biggest concern we hear from our prospective clients is that they won’t be happy with the end result of their branding process.

We get it. It’s a huge investment in both time and money and your business is your baby, after all.

Up until this point, you’ve been doing all. the. things. in your business. When you do decide to outsource, you get mediocre results, so you end up doing twice the work … having to fix what should have already been done.

When you hire ‘just a web designer’ or ‘just a copywriter’, you are only working on one piece of the branding puzzle. 

You see, there is so much more to developing a strategic brand than slapping together some images and words. It’s doing the research, crafting the words, and building the visual identity that tells the story of the life-change you provide your clients. Our comprehensive rebrand process has been tried, tested, and proven true — not only with our small business clients, but with the Fortune 500 corporations we’ve worked with too.

We do the hard work of digging deep into your ‘why’, ‘how’, ‘what’ and ‘for whom’ to discover your brand message and persona — the thing that you want people to think and feel about your brand in order to attract the RIGHT clients. It’s about putting your personality into the brand while also presenting it in a way that’s attractive to your dream client.

When you work with us, we’ll take a 360 degree look at you AND your business, then work together to develop your dream brand. You’re not  working with ‘just’ a strategic brand designer or ‘just’ a conversion copywriter — you get us both, so we can work as a team to marry your visual and verbal brand elements to create a complete brand identity experience that you and your audience will love.

Hurry! We only have 3 spots left for this quarter.

Click here to secure your spot and get started with your Complete Brand Makeover.

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The #1 thing you need to know about growing your business with a rebrand

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The #1 thing you need to know about growing your business with a rebrand

There’s been a major shift in the marketing world lately. See if you can spot the theme…

“Your brand is what other people say about you when you’re not in the room.” 

– Jeff Bezos, Amazon

“Your brand is whatever your customers say it is.” 

– Groundswell authors Charlene Li and Josh Bernoff

“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.” 

– Scott Cook

Sensing the common thread? It’s the importance of your brand.

Investing in your brand is no longer optional or a “nice-to-have” element in your marketing strategy. Branding is now an essential investment that affects your bottom line.

How, exactly?  Simple: through perception. Branding shapes perception, and positive perception = power. If your target clients perceive you as trustworthy and empathetic to their problems, you have a step-up over every single competitor in your space and you will out-book them every single time.

With a rock-solid brand, you get:

BRAND RECOGNITION

Solid brands command recognition, and the more recognized they are, the more likely clients or consumers are to buy from them.

Take Goodyear for example. Their brand can be spotted in an instant, and they work hard at making sure it’s seen and recognized everywhere – like with the use of the Goodyear Blimp. The blimp isn’t just something cool to look at, though – it’s actually a strategic way to get their brand big and “in your face,” so that next time you’re at the tire store, you’ll opt for the “friendly face” of their brand over the competition.

MORE CONVERSIONS WITH LESS SALES EFFORT 

This seems counter-intuitive, but it’s true. Well-established brands who’ve done their homework to get their brand right spend less time on the sales front. Their branding speaks for itself, and it’s resonated with their customer base so well that instead of calling to ask “What do you do?” or “How can you help me?”, customers call asking “When can we start?”.

INCREASED COMPANY VALUE 

Ever accidentally spend a whole day binge-watching HGTV? (Please say we’re not the only ones…) Think of those families working on flipping their homes. They enjoy all the hand-picked updates while they live in the house and then they get to reap the (often huge) financial benefits when it comes time to sell.

Rebranding is much the same for a business. In the short term, rebranding gives new life to your brand, attracts new, high-quality customers, and inspires brand loyalty, allowing you to charge a premium for your services. In the long term, rebranding promotes company growth and increased revenue.

Ready to start your rebrand for maximum ROI? We’ve got have 3 spots remaining for our Complete Brand Makeover in Q3. 

Click here to secure your spot. Start impressing your target clients and winning repeat business again and again!

Ps: If you are worried about being able to focus on your business (or just having the time to binge-watch HGTV) while navigating the ins and outs of your brand, good news: we’ll only request a few hours of your time over the course of the entire project. We’ll do the legwork for you!

Make sure you secure your spot before our books fill up, though...once they’re full, we can’t accept new clients until their rebrands are complete—we don’t overbook so we can give them our best!

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Why Should You Revisit Your Brand?

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Why Should You Revisit Your Brand?

Whether you’ve been in business for 1 year or 20, are a solopreneur or have a team supporting you, know your brand is in dire need of an update or are still skeptical ... here are a few reasons it’s worth your time and effort to pull out the microscope for a brand evaluation.

Just like people, brands evolve.

What was your favorite food when you were four? Mac ‘n’ cheese? Hot dogs?

Whatever it was, we’d wager it’s not still your favorite food. You’ve grown and matured (we hope) since then, and so have your tastes.

The same goes for brands. Your taste — or, more importantly, the taste of your target client — may have changed, you may have claimed a new segment of the market, or you may have started offering new services with different value propositions.

The digital world is changing everyday.

It seems like new innovations are happening in the digital space every other day – Google updates its SEO priorities, the Facebook algorithm changes, mobile optimization becomes more important than ever ... the list goes on.

Like we mentioned in our last blog post, Blockbuster went out of business because it failed to keep up with the changing digital world. But they’re not the only ones who made that mistake. Do companies like Borders Group, Polaroid Corporation, Toys “R” Us and Kodak ring any bells? Don’t follow in their footsteps and become a relic of the past by not investing in being relevant to the fast-paced, ever-changing, visually-driven world your clients live in.

Adaptation is the key to success (and sometimes, survival).

You may have a viable business, tools at your disposal and the marketing know-how to make it all a success, but nothing is future-proof—including your brand.

You may have established excellent brand awareness and trust with customers, but these things have to be nurtured and cared for over time.

Take McDonald’s for instance — with their Happy Meals and Ronald McDonald, they had long been known for their fast and cheap food, conveniently glossing over the fact that it wasn’t any good for you. Then came the rise of films like Super Size Me, which used the brand as its primary focus in exposing the underbelly of the American fast food industry, and a shift in consumer awareness toward the value of healthy eating. All of a sudden, McDonald’s found itself in trouble and in need of solutions — not just with product offerings, but also their branding and advertising strategies.

People, brands and even the marketing world itself changes, and if the king of the fast food industry can benefit from a rebranding project, what can it do for your business?

We have 3 spots available to start Q3. You could be launching your new brand before the holidays roll around again.

Click here to secure your spot. Start impressing your target clients and winning repeat business again and again!

Ps: You might have noticed we originally had 5 spots open last week, but 2 more filled up over the last few days. We can’t promise the other 3 will stick around much longer, so make sure you grab your spot ASAP.

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5 Myths About Rebranding

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5 Myths About Rebranding

You’ve been building your business for a while now, and you’ve no doubt had to adapt your methods a time or two. As Tracy Lawrence said, “The only thing that stays the same is everything changes.”

This couldn’t be more true for you as a business owner. What worked 1 year, 5 years, or 10 years ago may not work now.

And chances are, if you’re like many business owners we know, your brand is a prime example of this.

That logo that you threw together in your first month of business? That tagline that doesn’t really communicate your value? They’re costing you credibility and they’re costing you clients.

Change is hard, though — we get it. The term  “comfort zone” exists for a reason.

But what if your comfort zone is the thing keeping your brand — and your business — from reaching its full potential? Here are the five mindset blocks you need to break through to embrace change and uplevel your business.

Myth #1 – My product and/or services speak for themselves. Branding is irrelevant.

Would you ignore an interested customer or turn away return business? Of course not – getting and keeping customers keeps you in business. Without an effective brand, you could be doing just that. Sure, word-of-mouth marketing and a run-of-the-mill, standard website may be doing the job, but you could be leaving thousands of dollars on the table.

How a brand is perceived affects how it performs, which in turn affects its bottom-line.

Myth #2 – Rebranding will make my company hard to recognize, and I’ll lose customers.

What do companies like McDonalds, Apple and Coca-Cola all have in common? They are all recognized worldwide despite undergoing several rebrands over the years. Rebranding is not the creation of an entirely new brand — it’s improving on the one you already have.

And your customers? They’re exactly who your rebrand is focused on. It’s about resonating with them even better than you already do, in a way your competitors can’t.

Coke.png

Myth #3 – Don’t fix what isn’t broken. Our branding is working, so it doesn’t need to change.

In its heyday, Blockbuster OWNED the market. Their competitors couldn’t touch them. But, the company failed to look toward the future, and when it came time, they weren’t willing to change. Just look at this unfortunate quote from the then-CEO, Jim Keyes in 2008.

“Neither RedBox nor Netflix are even on the radar screen in terms of competition.”    

(Yikes, that’s just awkward now.)

Your own brand can work in the same way. What works right now can very quickly stop working tomorrow.. If you want to grow your business, the quality of your brand needs to grow with it, matching the higher quality of clients you’re seeking.

Change and disruption in your market happens quickly. A growth-focused brand can withstand these ebbs and flows, helping you avoid the same fate as Blockbuster.

Myth #4 – I don’t have the budget for a big rebranding effort.

Rebranding is an investment, there’s no doubt about that. So ask yourself: what kind of impact could a strategic, cohesive brand have on your bottom line? Or, on the flip side: how is your bottom line suffering due to a subpar, so-so brand?

Imagine updated brand messaging, a new logo, and a conversion-focused website that is 100% true to you and your value. How many more connections could you make, sales conversations could you rock, projects you could book? You’d be recouping your investment (over and over) in no time.

As Bill Clinton said, “The price of doing the same old thing is far higher than the price of change.” A rebrand is one of the soundest business investments you can make.

Myth #5 – A rebranding may look aesthetically pleasing, but there’s no ROI.

There’s two things wrong with this kind of thinking.

One: If this was true, then the whole advertising industry is dead. Brands pay big bucks for attractive advertisements all over the place – billboards, television commercials, magazines and digital ads. Attractive sells. Attractive trends may have changed, but that one fact remains--your customers are comparing you to your competitors, and the way your brand presents itself is a deciding factor in choosing you.

Two: A rebrand is not about looks alone. It’s about bringing together the words you use with your aesthetics to create a consistent, compelling story. Don’t waste your time on “rebrands” that just hand over a new logo or some updated color swatches. Your words matter just as much as your aesthetics, and addressing both is what will get you the ROI you’re looking for. We have 3 spots available for Q3.

We have 3 spots available for Q3. 

Click here to secure your spot. Start impressing your target clients and winning repeat business again and again!

Ps: Do you disagree with any of these myths? Have questions about undergoing a rebrand and what it means for your business? Just comment below and we’ll give it to you straight!

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Introducing The Complete Brand Makeover Package

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Introducing The Complete Brand Makeover Package

As a small business owner, you work hard every single day to make your business dreams a reality. You juggle sales, marketing, employee retention, service quality, customer service, research and development...the list goes on.

It isn’t a 40-hour/week job... It’s a round-the-clock job.

But as hard as you work to grow your business, you know it has to be built on solid ground: a brand that’s true to you, targeted to your ideal clients, and totally clear on the value you provide.

So, is your brand working as hard as you are? It should be.

Not sure what we mean? Here are some questions to ask yourself.

Is your brand memorable?

When creating your website, did you use a stock template in a rush to get “something” up fast? Does your logo look eerily similar to all of your competitors?

Does your brand communicate your ‘why?’

When a potential client interacts with your brand for the first time, can they immediately understand why you do what you do? Do they know why your service is the best solution to their problems?

Does the quality of your branding speak to the quality of your service?

Do your business’ words, visuals, and website communicate just how hard you will work for your clients? Or does your average appearance say you’ll do just an average job?

Is your branding consistent across all marketing collateral and on all platforms?

Is your brand building trust with potential clients by showing up consistently, or are they confused as it varies from day to day depending on who’s creating the post and what they think looks or sounds best?

Answered “no” to a few (or maybe all) of these? You’re not alone.

We’ve seen these struggles from businesses across all kinds of industries time and time again. Brand-building usually comes second to booking clients in the early days ...

Until the quality of your brand starts getting in the way of your growth.

That’s why we’ve created The Complete Brand Makeover Package: a 4-month overhaul that uplevels your brand while you stay busy doing what you do best.

With this package, we work one-on-one with you to develop a unique, one-of-a-kind brand identity that resonates with your target clients through strategic messaging, custom visual brand elements and a conversion-driven website framework.

Simply put, your brand should work as hard (or harder) than you do, and the Complete Brand Makeover Package transforms into your greatest asset — one that  makes the same impact you do serving your clients day in and day out.

At the end of our time together, expect your brand to go from:

Confused ———> Clarified

Random ———> Consistent

Average ———> Extraordinary

Conventional ———> One-of-a-kind

Stagnant ———> Dynamic

Putting your best foot forward is important in just about every facet of life, but especially when it comes to your business.  

We have 5 spots available for Q3.

Click here to secure your spot. Start impressing your target clients and winning repeat business again and again!

Ps: We’re not going to be able to take on clients for the Complete Brand Makeover again until October. Make sure you get one of our remaining spots before they fill up.

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You Are More Than You Sell

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You Are More Than You Sell

As a business owner, you’ve done the grunt work – you’ve established the ‘what’ of your business, and if you’ve read our latest “Why Your Brand’s ‘Personality’ Matters” blog, you understand the importance of your brand’s ‘how.’ 

But it’s usually the ‘why,’ that makes good brands great. It’s digging deep to figure out the true value proposition behind your product or service – why does your product or service matter?

Not sure what we mean? Here a few examples to get your creativity flowing:

  • Nike doesn’t just sell athletic apparel; they sell inspiration to live an active lifestyle and a ‘can-do’ attitude with their tagline “Just Do It.”

  • Johnson & Johnson doesn’t just sell baby products; they sell peace of mind for caring parents.

  • HomeGoods doesn’t just sell home décor; they sell style at affordable prices.

  • The Motley Fool doesn’t just sell stock advisor services; they sell down-to-earth, relatable and useful knowledge to the average American with a fun, light-hearted sense of humor.

  • Procter & Gamble doesn’t just sell products included in their house of brands; they strive to be the “go-to destination for great deals, product reviews and inspiration.” They sell seeing “big potential in life’s little moments” – from brushing teeth, washing hair, showering, caring for baby and more.

Discover your ‘why’ with these thought-starters:

  • Why did you start your business?

  • Who are your competitors?

  • What makes you unique from your competitors?

  • Who is your core audience – including existing customers and potential customers?

  • What are the needs of your audience?

  • What motivates your audience?

  • What challenges does your audience face and how does your business help resolve these challenges?

  • What does your audience think about your brand (include ideal and actual thoughts)?

  • What do you want your brand to become?

  • How do you want your audience to relate to your brand?

  • What intrinsic value do you offer your audience aside from your main product or service?

Great resources I highly recommend to further understand your ‘why’ are Simon Sinek’s books Start With Why and Find Your Why. Or you can check out his TedTalk.

Still not sure what your ‘why’ is? Fill out our intake form to schedule a complementary consultation. We’ll find your why and help provide value to your audience along the way.  

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Are You Planning to Plan?

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Are You Planning to Plan?

Alan Lakein, a well-known author on personal time management, is one smart cookie! Just take a look at these two, often-used quotes:

“Failing to plan is planning to fail.” 

“Planning is bringing the future into the present so that you can do something about it now.” 

These quotes may seem so cliché and over used, but it’s because they have a point. 

Companies (and really people in general) who don’t take the time to set goals, plan their future and determine what they ultimately want to do end up operating in the wild, wild west of business. They end up trying to be all things to all people (or clients) – trying to please everyone. 

Instead of pleasing everyone, however, they typically find themselves doing a little bit of everything while actually doing nothing well. This, dear friend, is bad business. Expectations won’t be met, balls will be dropped and clients will just not be happy.

Not to worry, this problem is easily resolved with a little (or a lot) of, you guessed it – planning.

Which brings us to another, less well-known (but still just as brilliant) Alan Lakein quote – “In all planning you make a list and you set priorities.” And, in our opinion, setting your company’s vision and mission should be at the top of that priority list.

Vision:

If you could look into the future and see your business, what would you want to see? Where do you see your business in 3, 5, 10 years and beyond? Even if it seems futile, listing out your business dreams and goals will serve as a cornerstone for all of your future actions. Think of it as your internal compass for business planning.

Mission:

What is your purpose? Why do you do what you do? Unlike your vision statement, which is primarily for internal uses and decisions, your mission statement is outward facing. It proclaims who you are to the world, and as such, all of your decisions should align with it.

 

These are simple, albeit weighted, questions that can alter the direction of your company. Their answers carry a lot of impact, as they are your North Star in what type of business you take on, what services you provide, what employees you hire, what causes you support, where you spend your advertising dollars, how you market your business and so much more.

Ready to start planning for success today? Click here to fill out our intake form, and we’ll get in touch to set up a 20-minute complimentary call. 

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What is Marketing?

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What is Marketing?

What is Marketing?

Marketing – verb – the act of going to the market to make a purchase, usually of the fresh, organic food variety.

Okay, not really – we’re just kidding. After all, we are a creative branding and marketing studio. But, you’d be surprised at how often this question (or a question that’s really asking the same thing) comes up. With a plethora of ‘marketing’ companies out there, the term gets thrown around a lot, and there are about a million variations of the definition to boot.

As per Dictionary.com, marketing is “the action or business of promoting and selling products or services, including market research and advertising.” In essence, marketing is really anything that explains, shows or convinces current or prospective customers to buy your product or service over the competition. It entails product development, market research, product distribution, sales strategy, public relations, and customer support.

“In a nutshell, branding is who you are—and marketing is how you build awareness. Branding is your strategy, while marketing encompasses your tactical goals.” — Outbrain.com

We’ve seen all too often, companies that limit ‘marketing’ to it’s own, separate department where it operates independently, and is tasked with the sole responsibility of bringing in new leads.

But, we’re here to tell you, marketing is so much more than that – it can’t be categorized as just “one” thing or aspect of your business. It really has it’s place in all areas of your business, as it includes everything consumers come into contact with – from word of mouth and direct advertising efforts to what type of customer service they receive, the type of content you produce and the ongoing support provided after the sale. (Please keep in mind, that if marketing is a wheel, advertising is just one spoke of that wheel.)

Really, any action, material, person or platform that generates attention with your target audience, influences purchasing decisions or provides a direct call-to-action is marketing. Below we’ve listed a few common and not-so-common marketing tactics.

We know you know these, but just as a refresher, here are some marketing tool ABC’s.

  • Print

  • Radio

  • Television

  • Digital

  • Website

  • Search

  • Social Media

  • OOH / Out-of-Home advertising (such as bus or taxi advertising and billboards)

  • Direct Mail

 

And, yes, these tactics are marketing tools too!

  • Public Speaking

  • Event Marketing

  • Blogging

  • Publicity Stunts

  • Influencer Marketing

  • Your Email Signature

  • Business Cards

Need help getting your marketing efforts rolling or pulling all of your ideas together in one cohesive strategy? Fill out our intake form to schedule a complementary consultation.  

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How to Ensure Your Typeface Speaks to Your Dream Clients

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How to Ensure Your Typeface Speaks to Your Dream Clients

How to Ensure Your Typeface Speaks to Your Dream Clients

At its essence, a typeface is the font your business uses that ties your brand’s identity together. Like color palettes, the typefaces your business chooses sends a message to your audience about your company’s personality. Throughout history, variations of fonts — serif, sans serif, bold, italicized — have become associated with specific ideas. 

HOW DO I CHOOSE A TYPEFACE? 

First and foremost, there are thousands more available around the ‘net than the ones that live in your computer’s word processor. Designers, like FHD, often have access to a variety of fonts that can be customized to your specific needs. Unfortunately, fonts are not a one size fits all decorative accent to your brand. You may find yourself needing a variety of weights of the same typeface, which is where experts come in handy.

We generally like to pick 2-3 complimentary but contrasting typefaces for our client’s brands. You also want to have a distinct or custom font for your logo, and avoid reusing that font elsewhere within your branding to avoid distracting from this critically important visual element.

“Picking out fonts is a lot like picking out an outfit. You can technically wear anything in the store, but you have to learn to trust your gut on what’s practical for your needs and what works best for your personal style.” —99Designs

WHAT DO YOU WANT YOUR FONT TO SAY?

No, not literally—though that is important and we’ll cover that in another post. Before choosing your typefaces, it’s crucial to determine the feeling you wish to convey. For example, if you are run a doctor’s office, you probably don’t want a font that is extremely edgy in the way a tattoo parlor may have (unless, of course, you want to convey that you are a badass doctor’s office).

MAKE IT LEGIBLE

While typeface can provide viewers with an on-the-spot idea about your company, don’t let style keep them from being able to read the name of your business or your messaging. Never sacrifice readability for design as it can turn dream clients off from your business.

TOO MANY OPTIONS

There are thousands of typefaces and fonts that exist on the internet, and it can be overwhelming to find the one that best suits your business. Aspects of typefaces, such as line height, weight or serif vs san-serif vs slab-serif, can be confusing, unless you’ve taken the time to study the art of typography like we have. By understanding the associations your target audience has with each choice, we can narrow down your selection and get you closer to the best combination of typefaces for your business.

Want to find out if you’re using the best typefaces to resonate with your dream clients? Sign up for our Competitor and Brand Design Analysis to get started! 

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