Rebranding

3 Secrets to Landing More Leads with Great Branded Site Content

08.12.2014 Better Marketing
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Your website is your window to the world because it’s your potential and current customers’ window to your business. That means your website is one of your strongest marketing tools—so everything you put out there on the web must be in line with your awesome, consistent and memorable brand. Everything from your graphics to your brand voice must be aligned and working together with all of your offline and online brand components to effectively draw in your potential and current customers.

All your website content should play nice with your brand, while working for your business to attract new customers and to impress loyal, repeat customers. But how do you know what to put on your website to showcase your brand in a meaningful way and to draw in new business? Though the answer may vary a bit depending on your industry, here are 3 great ways to convert more leads with super-killer website content and online presence.

Homepage Heroics

The trick to an engaging homepage? Stop trying to sell, sell, sell! Instead, concentrate on making a fabulous first impression. Again, be sure your brand is on display. Your brand should be working for your business to draw in potential customers—if it’s not, it might be time for a brand refresh. (And it’s the perfect time of year to start! You’ll have your new and improved brand up and running before the holiday rush or in time for the New Year.)

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Fast-Growing Franchises: Why Consistency is SO Influential

06.03.2014 Better Branding

Here at The Branding Spot blog, we like to talk about consistent branding.

What is a consistent brand? A consistent brand presence means that your logo, your brand colors, and the look and feel of your business is consistent across ALL of your marketing collateral and present in every way your customer interacts with your business—from website to tradeshows to business cards and so much more. We like to call this Brand Alignment.

Why be consistent? Brand consistency is hugely beneficial for your business. The more consistent you are across all your brand elements, the more recognizable your brand becomes. When you see fire engine red and mustard yellow “McDonald’s” probably pops into your head, automatically—probably even subconsciously. Consistent branding is just one reason the McDonald’s brand is so easily recognizable and memorable.

The Business of Consistency

Across-the-board consistency is the key to the overall success of any franchise. One of my favorite business books, The EMyth talks at length about this phenomenon. While not all successful businesses need to be franchises, the principle behind the franchise is what makes these businesses work.

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5 Tips for a Better Branded Website

04.29.2014 Better Marketing
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Spring is here! Well, mostly. If your corner of the world is warming up nicely, it’s time to throw open your windows, brush off the dust, and get started on spring cleaning…spring cleaning your website, that is. If the winter blues kept you from getting a fresh start for 2014, then there’s no time like the present to finally ramp up your website—and ramp up your brand in the process!

1. Skip the Overselling

Your website is a great place to showcase what you do. A great website with a consistent look and feel will either entice people to buy right away—or at minimum, create a lasting impression that will bring that customer (and their friends) back to your website for more. The trick here: Don’t oversell, especially on your homepage. Don’t get me wrong; you should definitely make it easy for your customers to inquire about and purchase your products and/or services. However, today’s educated consumer wants to learn more before they buy and to feel in control regarding their purchasing decisions. Above all, you want to be memorable: a memorable brand keeps leads and customers coming back for more.

2. Be Present

If your website hasn’t been updated since the Hamster Dance was the most popular thing on the Internet, you’re going to want to invest in something new…now. Yes, we’re exaggerating—but it’s true: if your website is out-of-date or obviously hasn’t been updated in a year or more, it’s time to refresh your brand and your website. When you’re happy with your website’s modern new look, then it’s time to ramp up your online visibility. Add new branded content every week (like a blog post or an eBook) to entice your target market base, engage potential customers, and nudge them toward the sale. Being present is about communicating your message, but it’s also about building a relationship of trust between your company and your target market.

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New Year, New…Brand? Launch Your New Brand in 2014

01.28.2014 Better Branding
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With the Super Bowl coming up this weekend, you may be inspired to reconsider or better establish your company brand. After all, football season means stadiums packed to the brim with team colors—everything from official team apparel right down to each player’s mouth guard is colored to signify allegiance to the team.

Plus, with advertising priced at an incredible $4 million for 30 seconds of ad time, you’d better believe the best brands are going to be out and about strutting their stuff!

When you brand or rebrand your business, you’re either breathing life into a new business or you’re breathing new life into your current business. Maybe you’re starting from scratch, or maybe you’re ready for a change. Either way, sometimes it’s hard to know where to even begin. Keep in mind, brand improvements are an ongoing process–so if you think it’s time for a change, you’re probably right, so it’s time to get ready!

Before You Brand

Before you get down and dirty, ready to update, establish or perfect your brand, you should work through the following exercises for best results (if you haven’t already):

  • Define or redefine your company goals for the year.
  • Complete your market research. Think about WHO will most benefit from your products and/or services and define your target audience. Has this target audience changed over the last year?
  • Define or redefine your positioning. Ask yourself: What makes my company unique? Why would my target audience choose my company over others?
  • Do your research to be sure your new business name is available and not already a registered trademark http://ndrichardson.com/blog/2012/09/18/protect-your-brands-value-trademark/. Good to go? Secure your new domain name and social media accounts.
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Color: Your Brand’s Superpower!

04.03.2012 Color
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Happy Spring, Everyone! There’s no better time to talk about color, so we decided to make color our April theme here at The Branding Spot! Did you know that color increases brand recognition by up to 80 percent? Source: University of Loyola, Maryland study Research reveals people make a subconscious judgment about a person, environment, […]

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Tell-Tale Signs of DIY Design

03.27.2012 Typography
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Today’s desktop publishing software is more easy-to-use and more accessible than ever—and it’s a far cry from what it looked like close to two decades ago, when I entered the field of graphic design. Despite these advances, industry professionals and consumers alike expect professional design, and, even when they can’t put their finger on it, […]

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