Learn the Brand Benefits of Transmedia Storytelling
In marketing, “transmedia storytelling” is a trendy buzzword. Marketers have often proclaimed the benefits of placing much of their advertising-driven focus on telling a compelling “story,” but what is actually represented by the story itself may be a bit hazy. That’s where the marketers at your favorite marketing agency in Orlando come in – we’ll help you paint a clearer picture of how a viable story might help you to provide positive support and reinforcement for your message. Before the digital revolution, brand storytelling meant something very specific. In particular, it applied to the types of stories we share with one other, in both formal and informal settings, often containing an overarching narrative – including protagonists, antagonists, and the like. With the ever-present and constantly changing advent of emerging technology, storytelling has taken on a brand new connotation (pun intended). Sometimes called transmedia storytelling, these are, from a broad perspective, the stories about your brand as told through the use of social media, design and other elements that help give people the entire picture of what your brand is all about. Additionally, every image or bit of copy itself can also tell a story. Even Google’s “Don’t be evil” slogan gives us a pretty solid example of how the brand strives to present itself – abiding by the belief that a company that does good things for the world might be forced to forego some short-term goals. Let’s take a look at how we can apply storytelling in a variety of business facets: Storytelling in Copywriting “Just do it.” “Think different.” “Got milk?” Each of these copywriting examples represents a widely-known slogan. In just a few short words, the copywriters responsible for these taglines are able to tell fantastic stories about their business. But it doesn’t stop here. Content through longer-form text and via social media are both excellent avenues to deliver stories out into the world. Storytelling in Imagery Images are effective because they truly resonate with people, transporting them to the locale that they see in the visual. Make an impact on your audience by relying on impactful visuals to tell these stories. Storytelling in Web Design Does the design layout of your website accurately depict who you are as a brand? Cutting-edge companies often have interesting websites that also reflect these values, whereas simple brands will employ more simplistic websites to reflect the mission of the business. Storytelling in User Experience Beyond simply website or mobile app design, this scenario poses the question of whether the user’s experience across platforms is consistent with your brand story. For instance, if you advertise excellent customer service, then your user experience can aptly highlight this feature by allowing ease of navigation of your apps, as well as features that place the customer at the center of the experience. Storytelling in Sales People are much more engaged with stories than with hard facts. Use interesting stories in your sales decks and presentation in order to help highlight your business’s strengths and create a feeling of “relatability” within your audience. Storytelling in Company Culture To at least some extent, your company’s people are the living and breathing representations of your story. Think of corporations like Google and Apple, both of which lean on their unique corporate cultures as the heart of how they do business. As an organization, who are you are, where you come from, and why you do what you do often makes for a very compelling story. Storytelling in Customer Service For Zappos, customer service IS the story. Zappos employees will stay on the phone with customers for 8 hours or longer just to fulfill the high customer service expectations set forth for and by customers. And, Zappos’ customer service commitment actually inspired an entire book called Delivering Happiness: A Path to Profits, Passion, and Purpose, which essentially contains a collection of stories the culminate in the overall Zappos brand story. If you’re not focusing on your brand’s story in all areas of your business, maybe it’s time to shift the paradigm – to begin thinking about how your great tale might best be told. Our Florida marketing agency can help you find and focus on a brand story worth sharing with your customers. Contact us today to let us help you refine your approach, and develop strategies to create a library of success stories!
You Need More than a Logo, You Need a Brand Development Company
You’ve got a cool company name. You’ve got an eye-catching logo. From a branding perspective, your company is good to go, right? Not so fast! You’re only just getting started. Brand definition is about much more than a name and a logo. In fact, at our brand development company we advise all our clients — large and small — that there are many elements to a fully defined brand. They include: Brand identity: This is the unique look of the brand, and the place where many companies incorrectly feel like their work is done. Brand messaging: Beyond the way your brand looks, there’s also the way it sounds. Having carefully selected brand messaging is crucial. Brand positioning: What segments of the market are you after? Once you’ve answered that question, you need to align your brand with those segments. Brand strategy: Creating a brand and launching a successful brand are two very different tasks. You need to have a plan for drawing attention to your new brand identity. Brand style guide: Even the most well-defined brands can end up diluted if you don’t have a document your staff can refer to for rules about brand usage. That funky font the sales team wants to use in their email marketing campaign? No can do. Consistency is one of the keys to a strong brand. How you benefit from the services of a brand development company Developing and launching a successful brand takes time and effort. Is it worth it? Oh, yes… your brand matters more than you think! There are many ways to collaborate with a brand development company to help create a unique brand identity for your business. For example: Branding increases awareness Even if they aren’t yet ready to become a customer, just making prospects aware of who you are and what you’re offering is helpful. Branding differentiates your company Your brand can help set you apart from the competition. And, in an ever-more-competitive business landscape, your ability to differentiate yourself can make a huge difference in whether you succeed or… don’t succeed! Branding creates trust The more your prospective customers are exposed to your brand, the more they believe you’re the “real deal” and are a company they can trust. Branding can increase company value The evaluation place on your company by outside experts is about more than just your assets. There is tremendous value in having people know who you are and what you stand for. Branding increases customer loyalty “I use that company for all my ____________.” Customers who have good experiences with a company that has a strong brand are the most loyal customers anywhere. Yes, you have to have good products and services. But back them up with a memorable visual identity and you’ve hit the jackpot! Branding inspires your team Not all the benefits of a strong brand are external. Your strong brand can serve as a rallying point for your employees, as well. The skill and experience of your brand development company matter No disrespect to that friend of a friend who creates logos as her side gig, but you want to work with a top Florida advertising agency with a proven track record in branding. There’s too much at stake. Brand development is an art and a science, and both skill and experience are critical. Looking to brand or rebrand your company or a product/service offering? Talk with us about how we’ve served as the brand development company for businesses of all sizes in a wide variety of markets, and how we can craft a brand for you that gives you a competitive edge.
Advice on Social Media Stories from a Brand Positioning Agency
Social stories have only been available for a few years, but as a brand positioning agency, we quickly recognized their marketing potential. Today, our expert storytellers use social stories to put a relatable human face on the clients we work with. Humanizing an organization makes it much easier for potential customers to develop a strong relationship and affinity for their products and services. Why stories sell Behavior experts tell us that humans are wired for story. We have what’s been called a “story drive” that makes us hungry for information presented in this format. In fact, we know that storytelling was the primary way that our ancient ancestors communicated. You might say that cave paintings were the first Instagram! Stories are just as important today. They are the best way to sell a product or service because we connect with them at a deeper level than we do simple information. This is extra important in a generation where our attention span has dropped below that of a goldfish (that’s a little embarrassing). People want to know at a glance what you are offering, and stories give them that information in a very quick, visual, and scannable way. 5 tips on using stories to connect with your audience As a brand positioning agency, we’re sharing insider knowledge on leveraging social media stories: 1. Start slowly Rather than diving headfirst into being storytellers across the social spectrum, you and your team should pick a platform and get a good feel for the medium. Instagram is a great place to start, in part because it has an excellent set of tools for creating social content. 2. Make the most of the tools available to you Many companies get stuck using just the basic functionality on a platform. If you want to create engagement with your audience, it pays to learn about all the features a particular service has to offer so you can make your stories stand out. 3. Work up to using multiple platforms Once you’re comfortable creating stories on one platform, start reworking and repurposing the content you create there in other places. Doing so saves you time and provides consistency for your audience. 4. Create stories that exhibit both passion and practicality While a story that is simply entertaining will get some attention, one that also provides practical, usable information will be much more widely shared, and we can tell you just how much with our social media monitoring services. 5. Be human The “story drive” we have makes us want to hear stories from other humans. Content that looks and sounds like it was produced by a robot won’t engage people and may turn them off. Utilizing content that is relatable and organic will draw more of a crowd. How can our brand positioning agency help you get the most bang for your buck through the use of social media stories? The best place to start is to get in touch with our branding experts and tell us your tale.
Decoding a Hidden World by Using a Pharmaceutical Naming Agency
When is the last time you heard someone ask a pharmacist for a refill on N-methyl-3-phenyl-3-[4- (trifluoromethyl) phenoxy]propan-1-amine? How about fluoxetine? The answer is probably more common than you think. While the scientific and generic names for Prozac aren’t particularly memorable, they do provide a revealing look into the byzantine world of pharmaceutical naming. Many small and medium pharmaceutical researchers and producers don’t realize how important naming is until the FDA rejects their patent and sends years of research and clinical trials back to square one. A pharmaceutical naming agency can help decode the mystery and ensure your work makes it to market. Why pharmaceutical naming matters The FDA strictly regulates and subsequently rejects between 20 – 25% of drugs’ generic and brand names to avoid confusion that might lead to misdosing, confusion over a drug’s efficacy, or that might lead to patient stigmatization and privacy violations. Once approved, the naming process continues to play an important role in a drug’s success because a pharmaceutical company may only market their drug under a brand name, rather than a generic or scientific name, once it has been patent protected. Competing companies may market the same generic drug under a different name to make the market more competitive. While Advil and Motrin are both brand names for ibuprofen, their name, positioning, and marketing plays an important role in which the consumer ultimately chooses. How a pharmaceutical naming agency can boost your success The average pharmaceutical naming agency creates between 2,000 – 5,000 names for each drug before beginning the FDA screening process and march to patent protection that will allow brands to compete in the market. A top Florida advertising agency like BIGEYE can help kick off that process by vetting names that may raise flags for the FDA or that will not stand out from the competition. By partnering with a creative team, your brand can focus on the science and success of your product while your agency ensures your research and work does not get delayed because its name sounds too similar to another drug or accidentally includes the common shorthand for another scientific component. Contact us today to learn more about how we’ve helped other drug producers enter the market and break through the clutter of competition from big pharmaceutical companies.
4 steps You Need to Take to Nail Your Brand Positioning This Year
A staggering 64% of consumers cite shared values as a reason to choose or stay with a brand, which is why clear and effective brand positioning can make or break your organization’s success. Whether you have a strong position within the marketplace, or are a budding entrepreneur building your brand, these four steps will help you nail your brand positioning as you grow. 1. Understand where you’re at today Partner with a top Florida marketing agency like BIGEYE to audit your digital presence and tell you what’s working and where you can improve. Chances are, how you think you’re positioning yourself may not be as clear to your target audience as you think. Getting a fresh, outside perspective will allow you to step back and objectively confirm how you want to be seen is how your brand is being perceived. 2. Know your audience Start by creating a mission and vision statement as part of your brand foundation that clarifies who your audience is and what you want to help them achieve. Clearly define how your product provides value and stands out from the competition. Next, set short and long term goals that track your customers’ responses — not just your bottom line. Target specific success criteria such as NPS, engagement, or repeat customers to ensure your brand is resonating with your audience. 3. Learn everything you can about your competition Identify direct and indirect competitors, then map out their strengths and weaknesses. Think beyond your obvious competition to draw inspiration from related industries and success stories. As an example, an all-inclusive resort might look to similarly priced AirBnB properties, hotels, other all-inclusives, or cruise lines as each of those alternatives offers overlapping features and benefits that the all-inclusive resort hopes to use when engaging their ideal customers. And remember: you can learn something from even your least successful competitor. 4. Create your value-based positioning strategy Once you know what you’re trying to achieve and for whom, you can start implementing a strategy that will help you achieve your goal. Use your mission and vision statement to create a multi-channel marketing strategy that exposes your brand to your audience at every stage in the customer journey. A holistic brand positioning statement can help you ensure your messaging is consistent across channels and inspires action. Once you have a strategy in place, you can begin testing what works and refining your brand positioning over time. Contact us today to learn more about how we have helped brands like yours refine their identities and make a splash in the marketplace.
3 Questions to Ask When Creating Brand Preference in Moms
For marketers who are aimed at creating brand preference in moms, it is useful to take a look at the brand itself. You want to attract the right types of moms for the brand, as attracting the wrong type can lead to dilution of brand value. Look at what your brand has to offer the mom market, and then embellish those qualities that allow it to stand out amongst competitors by asking a few key questions: 1. Is our brand memorable? Though the brand doesn’t necessarily need to be in a mom’s face at all times, she does need exposure to the brand and needs ways to be able to find it when needed. In this era, being able to find the brand means that she can find it in the store, using Google, on Amazon, or social media sites.[quote]The harder it is to instill the brand into one’s memory, the harder it will be for brands to generate loyalty in their targets.[/quote] In order to help make the brand memorable, it’s essential to go to the platforms where moms are sharing information with one another in order to leave a lasting impression. 2. Is our brand meaningful? Whether it’s enjoying a meal together at Olive Garden or walking through the mall in attention-getting Gucci shades, the brands that have positive impacts on the target’s lives are the ones that will succeed in creating preference. Without meaning, there’s no difference between buying Huggies and buying store brand diapers; but many moms are more apt to go for the Huggies because of their variety of facets, such as age-appropriate diapers, that help ease the frustrations of changing diapers. Huggies have made a connection point not only in their marketing, but also in their appeal to make the lives of women easier. 3. Is our brand likable? Brand marketers should work to ensure that their brands are in line with the desires of mothers. A brand with a tough edge can open up it’s market to the modern mom by softening up, portraying the brand as likeable and fun. The brand marketer should embellish the aspects of their products that make moms’ lives easier, more exciting and more fulfilled. A company that sells necessities for children can better reach moms by bundling items such as diapers and baby wipes. Also, with new developments in big data, it’s easy to monitor what your users are saying about your products on Facebook, Twitter, Pinterest and other social media outlets. Make sure that you are listening to the conversation, engaging your audience and taking quick action to resolving any problems that may arise. To learn more about how you can market to moms in order to create brand preference and instill brand loyalty, contact our team today! We’ll share strategies for segmentation, creating appeals and assessing your own brand to determine the right moms for your business.
Three Personal Branding Tips To Inspire Your Branding
It hits all of us at some point – the latent feeling that we’re missing something, lacking inspiration in the work that we’re doing. Maybe it’s because we spent all night up with our sick children, or it might be because we’re burned out on the day-to-day minutia of running a successful business. Even though these moments are unavoidable, there are numerous things people can do to help boost inspiration in moments when it might not seem so easy. The ideas I’m about to share not only apply to finding inspiration in business, but also to finding inspiration in everyday life. The goal should be to put your mind at ease, because as you will learn, the most creative, logical solutions often come when we’re relaxed, at ease and inspired. If you’re feeling a bit bogged down in your work or life, follow these personal branding tips from our Orlando marketing agency to help add a bit of extra positivity and inspiration to your world. 1. Create a Mood Board A mood board is your own personal art project, and it’s really easy to create one. I typically use corkboard, but some people may find that using tape and a piece of cardboard works better. Use this as a guide, and post only things that speak to you and inspire you. If you’re designing one for your business, use it to add images, textures and articles that speak to the brand you aspire your business to become. If you’re designing it for yourself, find things you love and add them to the mood board to help develop a sense of who you are as a person.[quote]There’s no right way to create a mood board — it’s all about how you feel in the moment.[/quote] Creating a mood board can be cathartic, and going forward, it can offer you a moment of zen when hurrying through an otherwise busy world. Keep it by your desk, and look at it each time you find yourself drifting off. Simply adding an image of a beautiful sunset can remind you of your inspiration to work long hours so you can enjoy that upcoming vacation you’ve planned. 2. Explore Your Surroundings You’ve probably heard this advice before, but it’s always worth repeating. By taking a stroll to explore your surroundings, ideally though a setting in which you are in touch with nature, you have time to clear your mind and focus on the present, a practice called mindfulness. Rather than thinking about that next deadline or project, instead take time to focus on your breathing and enjoy the aromas of the world around you. This type of relaxation can be a great way to stimulate creative thinking. 3. Have a Healthy Snack If you haven’t been eating right, then you’re certain to crash at some point. [quote]This can lead to a lack of inspiration or, even worse, severe headaches or crankiness.[/quote] Rather than going for the candy bar, coffee or energy drink, instead try munching on nuts or fresh fruit. It’s all the good stuff with a lot less of the bad, which can help you feel better, have more energy, and help you sort out your thoughts as well. Try to make this a daily, lifelong habit, as people who eat and live healthy tend to be more relaxed, calm and focused, which can do wonders for your both your personal life and your business life. Following these tips from our Florida ad agency can help you relax, allowing you to unleash maximum potential for your business and your life. Contact us today for more personal branding expertise!
Branding Strategy Tips That Make an Awesome Impression
If you have any sort of introverted qualities, you probably understand that it can take quite a bit of work to muster up the courage and energy to take that first meeting or introduce yourself to someone new. According to the team at our Florida advertising agency, the first impression you make on a person is the first impression they will carry with them for the rest of their lives. So, if you want to make it anywhere in the business world, that first impression has to be a good one. Luckily, I’ve learned to beat that introversion, and you can too. All it takes is a little bit of practice and as much confidence as you can muster, using a few of our recommended branding strategy tips that make an awesome impression: Tip 1: Address Your Appearance You might be the best tech entrepreneur in the world, but no one is going to know that if you don’t look the part. Get a haircut, trim that beard and wear your nicest jacket if you want to leave a strong impression. While there are exceptions to this rule (think of Mark Zuckerburg and his infamous hoodie), wait until you’re already at that level until you decide you can start dressing down. Looking like a million bucks will also help you feel like a million bucks, so don’t be afraid to splurge just a little in the name of good style. Tip 2: Stand Up Straight Years of sitting in front of a computer may have left you with an awkward slouch. Make a conscious effort to stand up straight. Doing this will not only make you look more confident, but will psychologically make you feel more confident as well. Along the same lines, be conscious of your actions and try to avoid fidgeting, as this comes across as anxious and excitable. Tip 3: Get a Good Night’s Sleep You ever have any of those days where you’re sitting in a meeting and you started dozing off because you’d been working until 2 a.m. the night before? In our culture, we’re taught to value hard work, but that doesn’t mean you can’t sleep and can expect to get through the day on coffee and M&Ms. Getting a good night’s sleep will give you a clear head, which will keep you bright eyed for your important meeting with the person who might just hold the key to your future. Tip 4: Smile and Make Eye Contact Smiling is another one of those psychological tricks a person can pull to make himself or herself and those around him or her feel better.[quote]Even if you have to force it at first, the act of a smile can help trick the mind into establishing feeling of happiness.[/quote] Also, making eye contact establishes rapport, and excellent rapport is ultimately the key to leaving a great first impression. Tip 5: To Leave a Lasting Impression, Always Follow Up This is by far the easiest thing a person can do. You had a great meeting, so within less than 24-hours, make sure you’re still on the person’s radar by shooting a quick note to thank the person for their time. It’s as easy as pie, right? But you’d be surprised how many people neglect to take this vital step. For more ideas on how to impress those around you, contact us today to be wow’d!
Attire in the workplace: To suit up or not to suit up
One of the many benefits of employment in the Florida advertising industry (post “Mad Men” era) is that “casual Fridays” apply to nearly every day of the week—as long as clients aren’t scheduled for meetings or visiting the office. Coming from a previous work environment where suits were the norm, this was an adjustment for me, but one that didn’t take very long to settle into. I found that being comfortable in your work environment actually does wonders for productivity. I actually feel that we work harder and better in less “stuffy” clothing. Just look at other successful companies out there today, like Facebook and Google. These Fortune 500 companies embrace comfortable, casual attire. When you’re comfortable, you’re more relaxed and more open to new ideas, creativity, and innovation. It’s a win-win for employer and employee. However, there is a time and a place for business attire. I was once told by one of my mentors in the industry that when dressing for meetings, one should dress in attire that embodies the “feel” of the client or their industry. For example, if you’re meeting with an upscale law office, professional dress would be expected. But if meeting with an artist, jeans and a blouse are appropriate. Either way, my advice would always be to put your best foot forward when meeting clients and business associates. Just think about it—You wouldn’t show up to a wedding in jeans and a t-shirt (well – most weddings), or a graduation ceremony in board shorts and a tank. So why risk showing up to a business meeting in a sundress and sandals only to learn you’re the most casual one in the room? There goes your credibility… and your confidence! Ultimately you’ll only look as good as you feel. No matter what you’re wearing, there’s nothing worse than constantly tugging or messing with your clothes while in a meeting, whether it’s casual or not. Make sure your attire fits and is comfortable. Self-confidence is more visible to others than you might think! I truly appreciate the casual dress code in the advertising industry, but I firmly believe, regardless of your trade, that if you want to make the best impression and represent your company in the highest of lights, business attire is a sure bet. Save the jeans and t-shirts for those days when you know you’ll only be seen by your coworkers or when pulling an all-nighter at the office. What do you think about casual office attire in the advertising industry? Share your thoughts below. Written by, Sandra Wilson –Account Manager at BIGEYE Creative
