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.

3 Tools Every Brand Strategy Agency Uses to Increase Conversion

A strong brand strategy agency knows there are a few tried and tested tools that will boost conversions across every industry. At BIGEYE, we pride ourselves on championing multi-channel marketing so our clients can meet their customers’ needs on any device, across any platform, and raise the collective benchmark for digital marketing best practices. These are the three tools we use to help our clients transform their  brand within months – guaranteed.

1. Segmentation is more important than ever

While content is still king, a one-size fits all model will quickly overthrow the throne. Partner with a brand strategy agency like BIGEYE to fully understand your audience and the different segments shopping for your products. Create custom content for each segment and use tokenization, analytics tagging, social sign on, or self-identification to recognize and adapt to your site visitors by serving them content relevant to their needs. This will increase customer loyalty and boost the likelihood for conversion. Segmentation will also help you understand what types of customers are most valuable so you can budget your marketing dollars around their potential.

2.Invest in omni-channel marketing

It is rare for a customer to enter the marketing funnel and complete a conversion in the same visit, or on the same device. Investing in an omni-channel marketing strategy allows you to anticipate the natural jump your visitors will make between devices and across channels throughout their customer journey.

In addition to anticipating your customers’ needs and increasing the likelihood of being able to serve compelling content, retarget, and ultimately convert your site traffic, omni-channel customer engagement also boosts retention, which can increase your lifetime value and returning site traffic. According to Invesp, brands with omni-channel engagement retrain 89% of their customers compared to 33% for companies who do not invest in this strategy.

3.Don’t make assumptions about your competition or your customers

When clients ask us why a brand strategy agency will help them succeed, we often highlight assumptions they may be making about their competitions or their customers. It’s natural for product and brand leaders to make assumptions based on their own experience using their products day by day. Having a fresh pair of eyes set up the a/b testing, seek answers, and translate data into actionable insights is one of the most valuable outputs of working with an agency.

Amp up your conversions by working with a brand strategy agency today. Contact our team of experts to learn more about how we have helped brands like yours grow and scale for success.

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.

Why preparing your Christmas marketing strategy in July is imperative

The holiday season is of great importance to just about every retailer. In fact, it often makes the difference between a profitable year and one that falls short of expectations.

The raw numbers illustrate the scope of the opportunity: In 2017, U.S. retailers reported their largest holiday sales increase since 2011 — 4.9-percent. In total, U.S. consumers spent roughly $680 million during the holiday period.

To ensure that your business receives a sizable slice of that pie, it’s imperative to get an early jump on your Christmas marketing strategy and efforts. In fact, the most successful firms take a “Christmas in July” approach to seasonal marketing.

Prepping your Christmas marketing strategy five months early

The pre-holiday duties for retail marketing are as vast as they are important — holiday decorations, outdoor marketing, merchandise layout designs, the designation of door busters and loss leaders.

The key to success in all these activities is simple: Allowing your business sufficient lead time to hit the holiday season running, armed with fully-realized visions and thoroughly-tested tactics.

Mobile marketing presents one good example: The rise of mobile has had extraordinary impact on how consumers navigate the process of shopping.

Today’s consumers use their mobile devices to check and compare prices, purchase items, redeem coupons, etc. Just as importantly, these coupons (and other promotional messages) are seamlessly delivered via mobile device.

Even if your customers don’t redeem a particular offer or engage with a promotion, you can still glean key business intelligence by analyzing their behavior.

Metrics such as the number and type of messages opened, the time spent engaging with each message, and amount of social sharing can all offer a window into consumer wants and needs.

To get the full advantage of this kind of data, it’s important to start engaging early. If a business begins running A/B testing in July to determine which kind of Christmas marketing strategy works best, they can enter the all-important holiday season armed with the most relevant and engaging content to share with customers.

In the context of mobile messaging, this kind of advance work is critical in terms of developing the kind of holiday marketing content that will get people into stores, and ultimately deliver the kind of ROI you’re looking for.

Finding the right partner

 If your business is seeking to raise its game during the upcoming holiday season, now is the time to begin preparing a comprehensive and forward-thinking Christmas marketing strategy.

 BIGEYE is a leading Orlando marketing agency with extensive experience helping clients create compelling seasonal marketing campaigns that truly move the needle. Contact us today and let’s get your business ready for this holiday season.