Brand Design

The Power of VISUAL Content Marketing

07.01.2014 Brand Design
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If color is your brand’s superpower, then businesses that understand the importance of incorporating visually interesting content into their marketing are superheroes to their target audience. Seeing as 65% of consumers are visual learners and visual data processes 60,000,000 times faster than text—you can’t really afford to have so-so branded graphics or a text-only content marketing strategy.

Check out these great ways to get more visual with your content.

Always Include an Image

Blog post? Email newsletter? Always include an interesting image, whenever possible. Get creative! We’ve all seen the same stock photos over and over. Look at your content from a different angle and see what kinds of clever images you can find that fall in line with your written theme.

Brand Best Practices: Whenever possible, include a unique, branded image in line with your overall brand image/brand personality. Sure, you might not have the time, the budget, or the know-how to create a new, branded graphic every day, but you can shoot for a unique branded image at least once a month. You can also have your brand identity manager or brand designer create a graphic you can use over and over again as a sort of branded signature!

Spice Up Your Landing Pages

Creating landing pages for downloadable free content is a great way to collect customer/lead information, measure the success of your marketing efforts, and gain important insights into what your target audience really wants. To nab more leads and nudge that potential customer toward your content, add interesting images—or better yet, add video—to back up your downloadable freebie.

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Product Packaging: For Your SERVICE-Based Business

04.08.2014 Better Marketing
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When you’re marching down the supermarket aisle, there are plenty of products that really stand out because of their brand-centric packaging. It’s almost automatic: you know to grab the orange-red Tide® bottle, your white Lean Cuisine® boxes with the orange font, the flaming-red rooster bottle of Sriracha hot sauce. You know your favorite brands by sight—so well that shopping for them is almost automatic.

Did you know you can induce this sort of brand loyalty by creating brand-centric packaging for your service-based business?

Here’s how it works…

Go with the Flo

We all know Flo from the Progressive® Insurance commercials, with her signature white outfit, red lipstick and blue headband. Flo is a personification of the Progressive brand—but she’s just one brand tactic the Progressive marketing team uses to get their (insurance-with-a-personalized-touch) message across. Here’s one of our favorite Progressive commercials, Let’s Get Ready to Bundle.

As you can see, Progressive takes their service-based business a step further by creating television commercials set in a physical, supermarket-type atmosphere. Each pick-your-price insurance package is rendered as a physical cardboard box in line with the company’s branding. Furthermore, these physical products can combined to produce a bundle.

We think this is ultra-clever. Consumers watch these commercials and see these insurance services as a consumable product—one we can scan at the counter and take home with us, just like it’s in our local grocery store.

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Branding Basics from ‘Breaking Bad’

09.17.2013 Branding Basics
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Back in 1996, when I started my freelance business, I rarely ran across a small business owner who actually understood the meaning of the word “branding.”

“I don’t need any branding. I don’t have any cows.”

Yea, I’m not kidding. I’ve heard that.

I believe it was around 2008 that I began to hear the word “branding” used in certain “in the know” circles. Nowadays, the word—and especially the concept—are understood well enough that even mainstream entertainment is teaching us lessons on branding.

Who’s a Fan of Breaking Bad?

Did you see last week’s episode? Did you catch the branding references?

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Countries: Brands with Massive Influence

08.13.2013 Better Marketing
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“The public impression of a country is important as a source of national pride. Invariably, people source part of their own identity from the image of their country.” -Robert Cevero, Professor, Department of City and Regional Planning, University of California, Berkeley

When it comes to branding, most people think of businesses as the driving force behind the concept. But did you know that every country around the world has its own branding?

The branding of entire countries is a fascinating topic because country brands extend far beyond what most people understand “branding” to be. Here at The Branding Spot, we’ve discussed how a complete brand consists of so many more brand elements than “just a logo.” Brand elements can range from marketing collateral pieces and the look and feel of a website to how a company projects itself at tradeshows, in online advertisements, and even using sounds and catchy jingles.

Countries are unique in the fact that each and every one has its own brand, whether it invests in that branding or not, not to mention the massive influence each country’s brand has on its relation to and place in the world, and the future success of the nation as a whole. Allow me to explain…

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Comic Sans: The Designer’s Scapegoat

08.06.2013 Branding Buzz
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“If you love it, you don’t know much about typography. If you hate it, you really don’t
know much about typography either, and you should get another hobby.”
~ Vincent Connare, inventor of Comic Sans

Comic Sans: It’s THE font guaranteed to get a reaction out of just about anyone, graphic designer or otherwise. Created in 1999 as an inside joke, the Ban Comic Sans website has grown into a popular anti-font movement. On the other hand, you have The Comic Sans Project (“We fear no fonts and we will make the whole world Comic Sans.”) and The Comic Sans Song, which may or may not be soaking in irony. Frankly, it’s hard to tell. Also of note: The Oatmeal, one of the web’s most popular comics, makes fun of Comic Sans in “How a Website Goes Straight To Hell.”

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Spring Colors 2013: Soothing Neutrals & Energizing Brights

03.19.2013 Branding Tips & Resources
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Fashion designers, artists, and other highly visual types are inspired by what they see in the world around them. So if they’re seeing a new color fashion trend in bloom this spring, get ready for more logos and graphics with these “in” seasonal colors. That’s right, fashion trends and new brands go hand-in-hand when it […]

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All the Rage: Brand Makeovers

01.22.2013 Better Branding

Are you thinking about a complete rebranding or brand refreshment? Seems like everyone’s looking to overhaul their brand lately. But before you make the leap, ask yourself this most important question: WHY? Why do you want to change your company’s image? You’re going to need a better reason than, “I’m sick of my brand.” (Although […]

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Branding Hot [Sauce]

10.16.2012 Brand Design

While sitting at my local taco hotspot, (aptly named The Taco Spot — what can I say, I have a thing for their name), I took notice of their LARGE selection of hot sauces. You can learn a lot about branding by looking at other products and brands. Let’s take a look at what constitutes HOT […]

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STOP Branding Yourself Like a Chameleon

07.24.2012 Better Marketing
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Chameleons are cute, aren’t they? We’re fascinated by these cool creatures because of their unique ability to blend in with their surroundings. We admire their clever disguises because we know that chameleons thrive by changing their skin. This adaptation allows the chameleon to hide from predators and more easily sneak up and snag a tasty […]

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We All Judge a Book by its Cover, but Why? (Part 2)

05.29.2012 Brand Design

Jurassic Park, Congo, The Andromeda Strain – who doesn’t love a good Michael Crichton novel? Even if you’ve never read any of his books, I’m sure you’ve enjoyed at least one movie or television show they inspired. “In 1994, Crichton became the only creative artist ever to have works simultaneously charting at #1 in television, […]

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