Success Is Written in the Stars and Creative Brand Consulting

Can a business guarantee its own failure before it even opens? Absolutely. Poor planning and strategic misjudgments can end any prospect of success before the doors open. Yet more aesthetic decisions — such as designing a logo — can also play a critical role in long-term success. That’s one reason why creative brand consulting is such a valuable service for many of today’s fledgling enterprises.

Why the right logo makes all the difference

Some new business owners view the creation of a logo as a second-level task. If they can devise a clever one, great, but if not, no big deal.

You’d never find this kind of indifference in the C suite of a Fortune 500 firm, however. The most successful companies understand that their logo is the core of their visual identity and a cornerstone part of the overall brand. Research has shown that logos can impact not only the public perception of a company but also its performance.

A logo is often the consumer’s first impression, for better or worse, and the first thing that comes to mind when a company is named. These perceptions are so powerful that even the mere shape of a logo can elicit powerful feelings about a brand in the eyes of consumers.

If you’re skeptical, just think about the cultural cachet carried by the golden arches, the Nike swoosh, or that famous apple with one bite removed. A logo, when executed properly, is everything great about a brand compressed into one brilliant signifying image.

All of which raises a key question: How do you create a logo that truly stands out?

Creating eye-catching logos

Great logos tend to have shared attributes, and these common features can serve as a road map of sorts for the creation of your own standout logo. Being a creative brand consulting agency, we have narrowed down some of the most important design principles in logo creations include:

  • Originality. In order to stand out a logo needs to separate itself from the routine visual imagery we process every day. 
  • Simplicity. An overly complex logo turns viewers off. The best logos are elegantly simple and instantly recognizable.
  • Connection. A logo doesn’t have to directly represent what’s being sold (Nike doesn’t sell swooshes, after all) but it should bear some connection with the company’s brand and story.
  • Colors. As we’ve written before, color is critical to marketing. Different colors evoke different emotional responses. Understanding this is key to developing a striking logo that elicits the response for which you’re aiming.
  •  Flexibility. Today, logos appear in a large number of contexts (social media, TV, print, billboards) and devices (phones, tablets, laptops). A great logo should work well across any context and on any device, regardless of size or background constraints.

How creative brand consulting can help create the perfect logo

Developing a logo that meets all the necessary design elements is no small task for most business owners. A top Florida advertising agency like BIGEYE, however, has the necessary expertise and experience to create visually arresting logos that immediately stand out to consumers.

 By applying our insights into design aesthetics and color theory, we can help you craft a logo that instantly conveys your brand story, forging an immediate connection with your desired audience. Connect with us today about refreshing a previously existing brand or developing a new logo!

Warm Messages, Cold Devices: Branding Authentic Digital Connections

It is not difficult to understand why consumers respond to a personal connection, as the evidence is overwhelming. Consider the persistent power of word-of-mouth advertising, for example. Today’s companies can create an extraordinarily sophisticated and insightful marketing campaign — support this campaign with bleeding-edge technological tools — and still lose a customer, simply because she was given a different word-of-mouth recommendation.
Marketing, at its core, attempts to facilitate these kinds of personal connections between brands and their audiences, whether intellectual or emotional. When this is done well, it creates brand intimacy, a close, personal and enduring bond between people and the companies they use and love.

Yet these all-important human connections must be forged in an era where people are becoming increasingly atomized and distant. Fifty years ago, people joined fraternal organizations, participated in civic life, went bowling together and lived in relatively close proximity.

Today, popular fraternal organizations such as the Lions Club or Rotary Club have withered, civic participation is at record lows, bowling leagues are considered retro entertainment, and suburban sprawl has created unprecedented physical distance between neighbors.

These developments have created a tear in the social fabric of society, as the public commons have grown ever smaller, and people fail to socialize and form connections. Mutual trust is also at record lows, as we continue to retreat into private spaces rather than the public sphere.

All of this raises a few important questions: Is technology to blame for societal atomization? Are our devices alienating us from each other?

If so, how should marketers respond?

Technology and its distancing effect on audiences

People have always looked to technology as a means of reducing distance. The telegraph and telephone brought unimaginable change to the 19th century; television and the Internet did the same for the 20th century.

Yet while technology may offer a soldier the opportunity to speak with his children from thousands of miles away — facilitating a profound human connection in the process — that same technology can also have an alienating effect.

Walk into any restaurant today, and you’ll inevitably witness two people sitting across from each other idly scanning their smartphones rather than speaking, or even looking at each other. This scenario is now so common as to be almost the default expectation. Research has shown that when mobile devices are present in a face-to-face interaction, both empathy levels, and attention wane.

Theoretically, smartphones and social platforms have given us much greater (near total, in some cases) visibility into each other’s lives, something that should facilitate greater connections. Yet social media is often full of artifice; a hyper-curated representation that bears little relationship to lived reality, and too often inspires feelings of anxiety, envy or sadness in others. For all of its communal pretensions, social media is often an alienating experience.

The truth is simple: People change at glacial pace and technology changes at breakneck speed. The changes we’ve experienced, particularly in the last 30 years, have been extraordinary, and we still have little notion as to the long-term effect.

Whether this is ultimately for good or ill is an open question. It does, however, present a specific challenge for brands seeking to create meaningful connections with audiences in this environment: How can we forge human connections through machines that are often alienating in their effect?

How brands create human connection across machines

The correlation of a warm human connection delivered via a cold collection of hardware and software is a striking one. Humans, at our core, have always had mixed feelings about technology — one look at dystopian science fiction makes this techno-anxiety palpable.

Brands, of course, are highly motivated to create these invaluable connections, and they understand how powerfully modern technology can facilitate them. This means that brands must strike a delicate balance: Use technology to deliver compelling and emotionally resonant marketing messages without tapping into broader human anxiety about that technology.

Marketing campaigns for Charter, one of the world’s largest telecommunications firms, provide a good example of how to thread this needle. Charter’s TV commercials have a notable tendency to depict large groups of people singing and dancing while surrounded by computers, screens, and other devices. In this representation, the technology is present, but it takes a definite backseat to humans interacting together within their natural social context.

Technology firms aren’t the only organizations attempting to take a more humanistic approach to advertising and marketing. Charter’s campaigns are following a larger trend toward brand personalization and human experience.

Aviation firm JetBlue created its clever “Air on the Side of Humanity” campaign to connect with air travelers who felt alienated by the impersonal process of taking commercial flights. A generation ago, boarding a plane did not require navigating strict security protocols, and the experience was far more relaxed. JetBlue’s campaign skillfully highlights the “chicken run meets DMV” aspect of modern flying and positions the company as a more humanistic alternative, simply by acknowledging how cold and impersonal commercial flight often feels.

The banking sector has also become rapidly depersonalized in recent years, as automation and other technologies have reduced the need for tellers. Thanks to ATMs and online banking, many people may go months or even years without speaking to someone at their bank. The primary tradeoff for this efficiency is, of course, the human touch.

In order to compensate, BMO, TD Bank and other financial services firms have created advertising campaigns that emphasize the “human” angle of their business. Meanwhile, global insurer Liberty Mutual dispensed with subtlety altogether, using “Human” — the Human League’s inescapable number one single from 1986 — as background music for a high-profile ad that ran during the 2012 London Olympics.

These efforts illustrate the value of an authentically human and personal approach to marketing messaging. Today, so many of our interactions with the companies we patronize are not only mediated through technology but wholly lacking any human connection. Consider how virtual receptionists attempt to route your calls and answer your questions without the need for a person. Or consider the proliferation of A.I.-powered chatbots; most of them are programmed to sound human, and nearly all of them utterly fail in the attempt.

These approaches may be more efficient, but they are often alienating, and make those on the other end feel unimportant. As A.I. and machine learning evolve and mature, our interactions with businesses will grow ever more distant. This means that marketing messages need to be more authentic, resonant and personalized than ever before.

By making an effort to close the alienating distance created by technology, brands can create the kind of deep and meaningful connections that inspire persistent loyalty among audiences.

The takeaway

Technology is a double-edged sword in terms of fostering connections. While it removes the impediment of physical distance, it often creates a different sort of distance, more emotional or psychological in nature.

Brands that prioritize authentic human connection in their messaging will be best positioned to mitigate the distancing and alienating effect of technology — ultimately creating the kind of deep personal bonds that create brand intimacy and earn long-term loyalty.

Looking to refocus your brand messaging and campaigns to provide more human-like connections with your audience? You’ve come to the right place. Contact our team today and we’ll get started!

 

Why the Smartest Brands Pay Attention to Typeface

When it comes to top brands, excellence filters all the way down to the details. No single element is unimportant enough to escape careful consideration — and that includes fonts. For brands that lack the resources or expertise to create stellar fonts, partnering with a creative branding agency is a logical step.

Three reasons why fonts are crucial to your branding efforts

A font may be (quite literally) a small thing. Yet, it is a serious error to underestimate the power of the role it plays. The right font selection can have a serious impact on the effectiveness of your company’s branding.

Consider the Bodoni font, which has a clean and classic look that’s made it perennially popular in the world of high fashion (Vogue Magazine’s famous logo is one such example). Because Bodoni is so closely linked with that particular milieu, those seeking to give their brand a touch of class and sophistication can earn a head start by using Bodoni.

Or consider the counter-example of Comic sans, Microsoft’s attempt to create a playful, comic book-inspired font. Universally reviled, any non-ironic use of Comic sans is likely to be greeted with ridicule at best, antipathy at worst. 

Overall, font design is critical to brand success for three key reasons. These include:

1.Tone setting

 Before an audience even begins to process words, it first must process how those words are presented. So, in this sense, the typeface sets the tone for how a brand is ultimately perceived. Bodoni gives your logo or written content a classy, high style connotation. By setting the tone for what follows, font choice plays an essential role in how audiences respond to what they see.

2.Legibility

 When it comes to fonts, it is not all form over function. Aesthetics need to work hand in glove with practical concerns like readability. The right font choice makes all visual imagery more accessible, which in turn engenders positive feelings in audiences. A cluttered font or a font that distracts due to being inappropriate for the context (think comic sans in business correspondence) is a serious turn-off. Brands need to choose a font that improves legibility across every platform, channel, and device possible.

3.Values and identity

 Font selection plays an integral role in telling the public who you are. It gives the audience a sense of your values, your identity, and organizational personality. The right font should help tell a brand’s story; in fact, it should serve as that story’s introduction. Choose a font that clashes with your intended branding and identity and the audience will receive a contradictory message that makes a business seem amateurish and unfocused.

Working with the right branding agency

The importance of a great font should never be underestimated. Some organizations, however, lack the experience or expertise to operate in this area without the assistance of a branding agency.

A top Florida advertising agency like BIGEYE can help you choose or design a font that delivers brilliant form and function. Contact our design team today to get your brand fonts in order!

How an Influencer Agency Connects You with Industry Trendsetters

In the scary, dark, pre-internet days, pretty much all you had to rely on when choosing a product or service was what each company had to say about itself. Thankfully the internet is thriving and here to stay, plus there are better and more reliable ways to get an unbiased opinion.
People with in-depth knowledge about consumer needs and the best way to meet those needs — so-called “influencers”— are happy to share their insights about a particular product or service. In fact, for many of them, that’s all they do.

If your business has quality offerings, an influencer agency can help connect you with an influencer who will review and talk about your product or service with their eager and engaged audience. The results? A new, relatable voice for your company to work with.

Reap the benefits of working with an influencer agency

Establishing a relationship with an influencer (which is not always an easy feat) can provide a bunch of benefits for your company.

Immediate trust

If you have not already experienced the frustration, building trust in your target market can take months, if not years, on your own. Audiences, however, trust the influencers they follow. Obviously, that’s one of the reasons they follow them! If the influencer speaks highly of your product or service… bingo! They’ve effectively transferred their followers’ trust to you.

Increased awareness

Brand positioning is key to a business’ success. If the right influencer recommends your company, you’ve immediately raised your profile and secured a key piece of marketing turf.

Enhanced content marketing strategy

When you reach a point with an influencer that they are willing to share your material with their followers, you now have a new platform for your content marketing efforts.

Increased partnership opportunities

Prospective customers aren’t the only people who listen to influencers. Potential business partners do as well. Sharing your story through an influencer you’ve found with the help of an influencer agency can lead to connections with organizations whose offerings complement and enhance your own.

Improved search engine optimization (SEO)

If recognized industry experts create links from their websites to yours, the search engines see your site as more credible and more important, and that can move you up in the search rankings.

Can you connect with influencers on your own? Maybe…

There’s no rule that says you have to go through an influencer agency to reach an influencer. There’s also no rule that says you have to go through a grocery store to get milk for your cereal. If you’ve got the land and the know-how to raise a cow, have at it!

But, if you want to find the right influencers and approach them in the right way so that they are open to learning more about your offerings, it’s wise to leverage the expertise of an influencer agency. The truth is, awkward or overly aggressive outreach can turn off an influencer, and they tend to have long memories!

When you’re ready to get the blessing of the influencers in your market, give us a call. We’re a respected digital marketing agency that can simplify and streamline the “getting to know you” phase, so you can move more quickly into the “help us reach our target audience” phase!

Enhance Your Marketing Strategy with Display Advertising Services

When used the right way, display advertising can deliver exceptional results, whether the goal is to raise awareness, capture leads, or drive sales. The key there is using the ads “the right way.”
Too often, companies spend money on ads that don’t attract the right audience, or worse, attract the wrong audience — people who click an ad with no intention of making a purchase. The best way to ensure you get the maximum return for your advertising investment is to leverage the expertise of an agency that has a proven track record with display advertising services.

 

5 Reasons you should add high-impact display ads to your marketing strategy

Why are display ads an effective addition to any marketing plan? We’ve narrowed it down to five imperative reasons:

1. They work

If you spend any time at all on the internet, you’ve seen (and probably ignored) display ads. Ads that are highly targeted with the help of a display advertising services agency still get results.

At the end of the day, we’re all looking for efficiency and convenience in our lives. When we’re in the market for some quality hiking boots and an ad for “Quality Hiking Boots” comes up while we’re surfing the web, what could be more convenient than clicking the ad and making the purchase?

2. You have full control over starting and stopping ads

Many forms of advertising involve a lengthy contract. Display advertising gives you the freedom of starting and stopping your ads whenever you like, as often as you like, allowing you to optimize your ad campaign as it runs.

3. You can get a second chance with retargeting and remarketing

With retargeting, ads are displayed on other sites in an ad network for people who recently visited your website. In effect, your ads “follow” them around the internet. Sure, there’s a creepy aspect to that. But today’s consumers are familiar with this tactic and will often give in to clicking the ad if the product or service is something they really want or need.

4. They offer highly refined targeting

Display ads can be targeted in a number of ways to maximize the “eye share” you get with your ideal prospect. This can include geo-targeting in which your ad is shown only to people in a particular geographic area.

5. They increase brand awareness

Even if a person doesn’t click on a display ad, simply seeing it starts to create some familiarity with your brand. Over time, familiarity can turn into curiosity, and curious people often become customers!

  

Display advertising services: Get more for your money

By capitalizing on the knowledge and expertise of a digital marketing agency, you can create and place display ads that reach the right people, in the right place, at the right time. That’s our mantra here at BIGEYE for all services we provide. Get in touch with out team today if you’re interested in talking about your display ad strategy, or any aspect of your digital marketing.

Leverage Brand Messaging Services to Increase Email Subscriptions

People who are interested enough in your products or services to sign up to receive your emails are often just one small step from becoming customers (if they aren’t already). Consequently, the size of your email subscription list is a good measure of your marketing success. Is it the only measure? No… quality counts, too. But (email list) size does matter!
How can you grow that list? One of the best ways is to take advantage of brand messaging services from an experienced agency to ensure you’re saying what prospects want to hear.

Strategies for increasing your email subscriptions

Use these seven proven brand messaging services tips to add depth to your email subscription list.

1. Be likable

Sounds like something your grade school teacher would tell you, right? But it matters in business, too. With all the marketing chatter out there, people are much more likely to read something from a company whose messaging is friendly and appealing.

2. Keep it concise

Consumers today have lots of demands on their time. The more quickly and concisely you can express yourself the better. Some companies think that as long as all the important stuff is in the first paragraph or two, it doesn’t matter how long an email is. This is not the case at all! Think about it… how often have you opened a marketing email, seen that it was multiple paragraphs of text, and immediately deleted it? (Lots of hands are going up on our side!)

3. Make the benefit of reading obvious

Again, consumers don’t have a lot of time. The more quickly you get to the specifics of “why you should read this” part, the more likely they are to sign up.

4. Tease future emails

In some cases, the information a prospect has received from you may not be of value to them. But, some of the topics you have planned for future emails will be. A “preview of coming attractions” may just be the nudge they need to add their name to your list.

5. Entice readers with subscriber-only benefits

Whether it’s helpful information like white papers and case studies, or coupons for significant savings on products and services, consumers are more eager to share their contact information if there’s something in it for them.

6. Share “social proof”

How have other subscribers benefitted from their email subscription? Sharing their stories can encourage people who are on the fence to sign up.

7. Create serial messaging

If the material you want to share is too long for one email, spread it out over two or three emails. The desire to see the next installment is a great incentive for signing up. Just be clear at the start of each email that it is “1 of 3” for example.

Not only do expert brand messaging services help you grow your email list, they help you communicate more effectively and more profitably with your audience in general. Contact our team today to get details on our full range of services, from digital to branding and more.