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In News

New McDonald’s spin-off restaurant branding is out of this world

January 19, 2024 No Comments

And the logo is deliciously retro.

McDonald’s has been sneakily building a brand new spin-off restaurant with an out-of-this-world theme. The new establishment named ‘CosMc’s’, has appeared in Bolingbrook, Illinois and until now has been kept under wraps – but recent images of the new building have garnered a mixed response online.

As of now, it’s unclear how CosMc’s will compare to McDonald’s existing chains but from the theming alone, it looks like we’re in for a blast from the past. This new design is certainly a change from what we’ve seen before, but McDonald’s iconic golden arches still remain one of the best logos of all time.

As you can imagine, the design of the mysterious CosMc’s is suitably space-themed, with a deep blue exterior and McD’s yellow accents (with a cameo from the golden arches of course). The CosMc’s wordmark logo is perhaps the biggest change from McDonald’s branding, featuring retro-inspired curved text that gives the restaurant a nostalgic appearance.

If you’re familiar with the intricate world of McDonald’s lore, you may recall the classic character behind the new restaurant design. CosMc was a fleeting side character featured in various McD’s ads in the late 80s and 90s – Ronald’s extra-terrestrial pal who’s arguably lesser known than other McDonald’s characters. After the success (and trauma) of the latest Grimace shake trend, do I spy McDonald’s attempting to revive another forgotten friend?

Pictures of the new restaurant were shared by X user Iman Jalali who called it “an evil love child of a Taco Bell and a Starbucks.” Jalali seemed on the fence about the new restaurant design and fellow X users showed equal confusion, with another user questioning “What’s with the weird space theme? Feels like something out of the 1960s or something.”

It seems that amidst the mystery, this new McDonald’s spin-off is dividing the internet. We won’t know for certain what the new restaurant entails, but for now, I’m glad to see another member of the McDonald’s gang getting revived, and I pray that his return will be equally as chaotic as the great Grimace resurgence.

Check out the nostalgic Marvel x McDonald’s collab for more brilliant branding, or take a look at the company’s latest eyebrow raising Christmas ad.

Feature Image credit: Tony Baggett via Getty Images

By Natalie Fear

Natalie is Creative Bloq’s staff writer. With an eye for trending topics and a passion for internet culture, she brings you the latest in art and design news. A recent English Literature graduate, Natalie enjoys covering the lighter side of the news and brings a fresh and fun take to her articles. Outside of work (if she’s not glued to her phone), she loves all things music and enjoys singing sweet folky tunes.

Sourced from CREATIVEBLOG

In News

How Bad Advertising Helps Competitors

January 18, 2024 No Comments

By Walker Smith

The results here come from a 2016 Kantar Knowledge Point report about five situations in which Kantar data show bad advertising can help competing brands. In other words, spending your ad dollars on behalf of the competition, not yourself.

The five situations:

Similar brands. (When your doppelgänger gets all the credit.)
Similar branding devices. (Imitation is sincere flattery but bad branding).
Parent/sub-brand confusion. (Too much family resemblance.)
Misattribution to market leader. (The big wheel gets all the grease.)
Misattribution to everyone. (Shining a light on everybody.)

To put it another way, these are situations in which a brand fails to create enough difference. Difference builds brand value, but difference is a matter of communication, not product. It is what people believe about a brand—so advertising is critical to difference.

A Multi-Faceted Problem. Bad advertising hurts a brand in many ways. These charts are drawn from Kantar client work on behalf of Brand A, a mobile phone brand. In this category in the markets of interest at this point in time, many brands overlapped in terms of imagery and benefits. Brands A and B, especially. As part of diagnosing what was going on with Brand A, Kantar assessed its advertising. On the left, it’s clear that the ad was bad in multiple ways. To begin with, it failed to break through the attention span of 59 percent of consumers. Then, among those reporting some sort of recognition, just as many attributed it to other brands. Contrast that with the advertising of Brand B, which was working at roughly the level to be expected. However, Brand B had been off-air for a long time, yet, as seen on the right, its reported awareness went up. Courtesy of Brand A’s bad advertising.

Motivating, Too. What’s examined in the Kantar report from which these results are drawn is memorability, or the power of advertising to bring attention and recognition to a brand. That’s important, but not nearly enough. If the difference communicated—and recognized and properly attributed—is not motivating, then all is for naught. Difference alone is never enough. It’s never a matter of mere difference, even though many discussions of difference talk about it in isolation. It must be a difference that is motivating and meaningful. It must give people a compelling reason to buy. It must solve a need in a unique way. Difference could be trivial. Which is the unexamined part of the results shown here. Brand A’s advertising could be bad because the difference it is communicating is so frivolous that it is forgettable, thus randomly remembered, if at all. Difference must be motivating, too.

Difference In The Doing. High-level plans have to be right, but in the end it all comes down to execution. A lot of emphasis is placed on strategy in marketing. It’s the main focus of most marketing textbooks. It’s the big ideas we like to get on panels to discuss at conferences. It’s the way tales are told and reputations are made in business media. But strategy succeeds or fails on execution. This applies to building difference as well. In whatever way brands are designed and built, if difference is lost in the advertising or other communications, then the strategy fails.

Not because the strategy was bad, but because the strategy was badly executed. This is one reason why there is so much heat in the debate about difference vs. distinctiveness these days. The latter is little strategy and all execution. But there’s a confusion. Just doing things matters, but doing things that push strategic difference will always matter more.

By Walker Smith

Sourced from Branding Strategy Insider

In News

6 Ways to Ace Social Media Branding for Your Startup

December 15, 2023 No Comments

By Vikas Agrawal

Social media offers a level playing field for startups to build their brand presence, but the high competition necessitates a strategic and streamlined social media branding approach.

Did you know that there are over 4.62 billion active social media users worldwide? With such a massive audience, it’s no wonder that startups are leveraging social media branding to create a strong online presence and grow their businesses. But the competition is steep, and you must apply a strategic approach to stand out and make heads turn! So, let’s delve into the world of social media branding for startups. We’ll explore how to build a strong image and thrive in the digital landscape.

The power of social media branding for startups

Social media branding offers numerous benefits for budding startups. It’s not just about creating a logo or a catchy tagline; it’s about creating a unique recognition and following online that resonates with your audience.

First, increased brand awareness is surely one of its biggest benefits. Startups can harness social media platforms for branding by actively responding to customer feedback, initiating meaningful conversations through targeted content and hosting interactive sessions like Q&As or live streams to engage directly with their audience. This proactive approach fosters trust and builds a loyal community around the brand.

Enhanced customer engagement is another unique advantage of social branding. Platforms like Twitter and LinkedIn provide a unique opportunity for startups to interact directly with their customers and build lasting relationships. On Twitter, startups can engage in real-time conversations, respond to feedback, and address concerns, while LinkedIn allows for professional networking, sharing industry insights and fostering community discussions.

Similarly, startups can create community groups, host live sessions and run targeted ads to foster engagement on Facebook. With its visual-centric approach, Instagram allows brands to showcase their products, share behind-the-scenes content, and collaborate with influencers for wider reach.

But it’s not just about engagement and awareness. Effective social media branding can drive more traffic to a startup’s website through quality content, increasing sales and revenue. This is especially effective with video content, as 61% of customers are convinced to purchase based on the brand’s video.

Are you ready to leverage the power of social media platforms to elevate your new brand? Here are some tips to help you apply social media branding for your business effectively.

1. Establish a consistent brand identity

A strong brand identity is crucial for a startup’s success on social media. To create a consistent brand identity, define your brand’s mission, vision, values and target audience. Next, develop a unique brand voice and visual identity that resonates with your target audience.

Consistency is key, so ensure that your logo, colours, fonts and messaging are uniform across all social media platforms. Most importantly, always ensure your brand’s messaging is laser-focused on your target audience.

2. Choose the right platforms

Not all social media platforms are created equal. Each platform has unique features, demographics, and content formats; understanding these nuances is the first step in mastering social media branding. For example, LinkedIn is a hub for professionals and B2B marketing, while Instagram thrives on visual content, making it ideal for lifestyle and fashion brands.

To ace social media branding, it’s essential to identify the platforms that align with your startup’s target audience and objectives. Researching and understanding the demographics of each platform will guide you in selecting the ones that resonate with your brand’s voice and goals.

3. Create engaging and valuable content

Content is the backbone of social media branding. To create a strong brand presence, producing engaging and valuable content that addresses your audience’s needs and interests is crucial. Share a mix of informative, entertaining, and promotional content regularly to keep your audience engaged and showcase your brand’s expertise. And don’t forget to use eye-catching visuals and incorporate your brand’s unique voice and identity in all content. The final aim is to perform effective social media storytelling to build a loyal audience and customer base for your brand.

4. Leveraging user-generated content

User-generated content (UGC) is a powerful tool for social media branding. You can foster trust, credibility, and engagement by encouraging your audience to share their experiences with your brand. Feature customer reviews, testimonials, and user-generated photos or videos on your social media profiles to showcase your startup’s success and create a sense of community among your followers. UGC not only amplifies your brand’s voice but also adds authenticity. When potential customers see real people enjoying your products or services, it creates a more relatable and trustworthy image for your brand.

5. Implementing hashtags and influencer marketing

Hashtags and influencer marketing can significantly boost your startup’s social media branding efforts. Use relevant and branded hashtags to increase your content’s visibility and reach. For example, creating a unique hashtag for a specific campaign can help you track its success and engagement. Collaborate with influencers who align with your brand values and have a strong following among your target audience. Influencer partnerships can help you reach new customers, increase brand awareness, and drive conversions. By choosing the right influencers, you can tap into their established trust and credibility, making your brand more appealing to their followers.

6. Tracking and analysing performance

For effective social media branding, it’s essential to monitor and analyse your startup’s performance on each platform. Use social media analytics tools to track key metrics, such as engagement, reach and conversions. Analysing this data will help you identify trends, measure the success of your campaigns and make data-driven decisions to optimize your social media branding efforts. Regularly reviewing these insights allows you to understand what resonates with your audience and what doesn’t. It’s not just about numbers; it’s about understanding the behaviour and preferences of your audience, enabling you to tailor your content and strategies for maximum impact.

Applying effective social media branding for startups in the competitive online space requires a strategic approach and consistent effort. It’s not just about crafting creative campaigns but understanding your audience deeply and making data-driven decisions catering to their needs. By establishing a strong brand identity, choosing the right platforms, creating engaging content, leveraging user-generated branding content, implementing hashtags and influencer marketing and tracking performance, you can create a powerful online presence that drives growth and success for your startup.

By Vikas Agrawal

Entrepreneur Leadership Network® Contributor

CEO of Infobrandz.com

Vikas Agrawal is a Strategic Marketing Consultant, and Crypto Advocate. With a passion for visual marketing and branding, data privacy and emerging technologies, Vikas leads Infobrandz.com and empowers companies to thrive in the digital era.

Sourced from Entrepreneur

In News

How to Transform Your Business through Social Media Branding in 2023

October 12, 2023 No Comments

By Jessica Wong

Social media branding blends platforms’ expansive reach with the potent influence of finely crafted brand messages. This dynamic duo becomes the bedrock of highly effective marketing campaigns, fuelling amplified brand awareness, trust and audience engagement.

In less than two decades, social media has transformed how people communicate. Social media platforms have also dramatically altered how brands reach potential customers and build long-term relationships.

Social media enabled brands to break down barriers and reach their audiences directly. As a consequence of making it easier for companies to reach audiences, more businesses are leveraging social media for growth. Effective social media branding can help companies stand out in busy marketplaces and strengthen their brand identity simultaneously.

Social media platforms may have started as a way for individuals to connect. But as millions and now billions of people have joined them, they have also become powerful marketing tools. The latest statistics at the time of writing showed that more than four and a quarter billion people globally used social media at least once a month.

While that figure is impressive, the power of social media is not limited to user numbers. According to industry experts, nine out of ten people buy from brands they follow on social media platforms. There is no doubt about the strong connection between an engaging social media presence and conversions. Social media platforms are powerful tools to help build brands.

Defining social media branding

Social media branding combines the strengths of two cornerstone elements of successful marketing strategies — branding and social media marketing. To deliver transformative results for a business, social media branding strategies must do more than add a logo to a post.

Brand teams must integrate the brand’s unique value proposition with its look, voice and feel to craft memorable messages. Some of the most captivating social media branding is focused on encouraging interaction and engagement between a brand and its audiences.

Using social media branding to build brand awareness and reach

Through social media platforms, brands have an unparalleled opportunity to extend their reach beyond their existing audiences. By developing captivating content, companies encourage their existing audiences, or followers, to share it with others. Without additional effort on the side of the business, the audience grows.

Hashtags are another excellent way of reaching new audiences interested in a topic the brand is discussing. As non-followers pick up your company’s content and share it, there is an opportunity for it to go viral and be seen by thousands or even millions of social media users who may otherwise never have known about your company.

Establishing brand identity and differentiation through social media branding

Building awareness and reach are only two components of successful social media branding. As social media use grows, more brands use these platforms for their marketing, and it is becoming increasingly more challenging to stand out from competitors.

Social media branding allows companies to show their audiences what differentiates them from their competitors. Few other channels offer the same level of choice of communication, what to talk about and how to interact with their audience without a barrier. This is why social media platforms are such powerful tools for sharing value propositions and clarifying how brands are different.

Engaging and connecting with target audiences

Connecting with audiences has been somewhat of a side note throughout this article. However, connecting and engaging directly with an audience is perhaps the greatest strength of social media channels.

This immediacy allows brands to listen to feedback from their audience, respond to it directly and build stronger relationships. At the same time, brands can show their personality more easily than on other channels. For example, Taco Bell’s social media content and interactions have a distinct funny and sarcastic tone to them.

But brands can also showcase their values to their customers as Starbucks does with its community-focused Facebook content. One of the keys to maximizing the impact of social media branding is consistency in both verbal and visual messaging to reinforce the brand’s identity.

Leveraging user-generated content

The next step in building engagement is utilizing user-generated content. For example, by sharing a genuine product review, brands can highlight their unique value propositions through a third-party endorsement. User-generated content is a powerful tactic to build audience trust.

Influencing consumer perception and trust

Consistent social media branding, especially user-generated content, consumer reviews and testimonials, can influence and change consumers’ brand perception. Today, many consumers are sceptical of companies’ statements in their marketing campaigns.

Content that has been created by a product’s or service’s users automatically benefits from greater credibility and helps build trust between the brand and the audience. Brands can reinforce that trust by ensuring their messages resonate with users’ content.

Driving website traffic and conversions

Aside from allowing brands and consumers to connect directly, another strength of social media platforms is driving website traffic and conversions.

Social media posts are an excellent tool to introduce a topic and entice the audience to visit a website and learn more. Clear calls-to-action are imperative to encourage users to click on a link. Without them, it is too easy for content to get lost among competing messages.

Measuring social media branding success

Without measuring the impact of different social media branding activities, brand teams cannot know which campaigns have been successful and which need refinement.

Tracking critical metrics like views, reach and conversions is essential. To make analytics even more meaningful, companies can analyze the sentiment underlying reactions and adjust the effectiveness of their activity. Most social media platforms continue to develop more sophisticated metrics and tools to help brands in their journey.

Social media branding combines the reach of social media platforms with the impact of carefully crafted brand messages. Together, these two can help companies build highly effective marketing campaigns. Increased brand awareness, brand trust and audience engagement all drive business growth for years to come.

By Jessica Wong

Jessica is the Founder and CEO of nationally recognized marketing and PR firms, Valux Digital and uPro Digital. She is a digital marketing and PR expert with more than 20 years of success driving bottom-line results for clients through innovative marketing programs aligned with emerging strategies.

Sourced from Entrepreneur

In News

What on Earth is Nike doing with its wild new branding?

July 21, 2023 No Comments

By Joseph Foley

People just don’t get it

‘Just Do it’ is one of the best-known brand taglines around. It’s been serving Nike since 1988, and it’s just as recognisable as its swoosh logo, one of the most famous textless logos. Many would say it didn’t need any other intervention, which has left people perplexed as to why Nike appears to have jumped on a recent typography trend.

People have been commenting on social media to ask why the brand placed a couple of apparently random gothic Blackadder-style letters on a post featuring Spanish tennis star and current men’s singles number one Carlos Alcaraz. But it’s not the one advert. Nike has been changing up the ‘D’ in several recent adverts.

Adaptive logos are having a bit of a moment right now. It’s something that MTV logo did so well back in the 1980s, and the LA28 Olympic Games logo has resurrected the concept with a design that can take on infinite interventions, including, controversially, from the games’ sponsors.

Nike appears to be taking up this idea and running with it, not on its logo, but with the ‘D’ in its ‘Just Do it’ tagline. But people are confused (and not just because of the incorrect punctuation). “What’s with the random Blackletter E and D? Totally unnecessary and adds nothing,” Studio Koto CEO and founder James Greenfield commented on Twitter about the recent advert featuring Alcaraz. Some people even wondered if the design was a real Nike advert or an amateur proposal.

Feature Image credit: Nike

By Joseph Foley

Sourced from CreativeBLOQ

In News

5 ways to build a personal brand focused on impact, not ego

July 7, 2023 No Comments

By Rusty Shelton

Branding means creating an image in the minds of your audience.

Few phrases generate grimaces from professionals at the same rate as “personal branding.”

In fact, be honest—did your stomach turn a little bit when you just read it?

For many, when they read that phrase, their minds immediately go to people who have ego-driven, “Hey, look at me” kind of brands.

In my experience, having this kind of aversion to personal branding is typically a good sign because it means that you’re not interested in building visibility focused on your ego which is a foundational mindset for building a great brand. But just because many people don’t build their brand the right way doesn’t mean you can’t—or shouldn’t.

Your personal brand matters more today than ever before, and it not only needs to be visible and authentic, but also must build trust before you get in the room. Today, the first place most potential employers, partners, clients, and employees will come in contact with you likely won’t be in person—it will be online after a quick search of your name.

The frank reality is that your brand is what Google says it is. Branding means creating an image in the minds of your audience, and if the first image your audience sees is online, you need to be intentional about it.

The good news is that the more visible and authentic your personal brand is, the more of an impact you can make on others, and the more leverage it gives you personally. Here are five ways to build a personal brand that is focused on impact, not ego:

1. Understand your “why”

The best personal brands are built when an individual is focused on being the messenger, not the message. To do this well, you must have a clear impact that you want to make. Get clear on your message from the start because building a strong brand takes commitment.

2. Conduct an online-brand audit

Before you can focus on growing your brand, you must understand your foundation. Do you have a “brand name” you can own? If someone does find you, is what they find going to encourage them to take a next step with you, or cause them to question whether you are the right fit? This first impression is happening based on your online brand whether you like it or not, so you should be thoughtful about it.

3. Build authority-by-association

Ideally, you want the visuals that make up your brand to say what you shouldn’t say about yourself. For instance, “She’s a credible thought leader with something to teach and not an operator with something to sell.” Make sure you are associating yourself with brands that your audience knows, trusts, and respects by going beyond stock photos or headshots. Be sure to highlight any media coverage you may have received, photos of you speaking, and other images that establish trust by putting you in a setting that builds credibility. Even if you don’t have a ton of media or speaking experience, you can showcase visuals that put you in a setting that connotes authority.

4. Create an intentional content strategy

Most well-meaning people who try to build thought leadership end up focusing entirely on strictly professional content, which often results in slow growth. Instead, blend “you-driven” content (your perspective, pictures, and stories), news-driven content (timely content that connects to the headlines), and relationship-driven content (such as an interview series or podcast) with your professional content.

5. Be your fullest self

In this age of ChatGPT, more content is getting created than ever before, so the only thing that will set you apart is you. Resist the urge to play some kind of role you think you need to play to be a thought leader, and instead be more of yourself by leaning into your personality, interests, and quirks. This will give real value to your audience. Who you are and what makes you different is ultimately the only reason why people will follow you instead of all the other choices out there.

Whether you like it or not, others are getting an image of you online, so be intentional about creating one that accelerates trust and is authentic to who you are. By doing so, you’ll create a bigger impact and avoid the ego-driven branding trap.

Feature Image Credit: Karolina Grabowska/Pexels

By Rusty Shelton

Rusty Shelton is founder and chairman of Zilker Media and strategist for Forbes Books. He is the co-author of The Authority Advantage: Building Thought Leadership Focused on Impact, Not Ego.

Sourced from FastCompany

In News

The Ultimate Guide To Building And Implementing An Effective Digital Branding Strategy

July 3, 2023 No Comments

By Vikas Agrawal

Branding can be a complex and confusing process if you don’t have clear guidelines and examples.

Have you wondered how leading brands have gained exponential popularity and become household names? It’s no secret that businesses apply various branding techniques to connect with the audience and build a positive image, but what do the industry giants do differently?

The answer is strategic digital branding. After all, with over 4.57 billion active internet users worldwide, the digital medium offers unparalleled opportunities for brands to reach a wider audience compared to traditional methods. And businesses that have leveraged digital mediums with a clever strategic approach have found great success with branding.

Sounds interesting? Keep reading to learn how to create and implement the proven digital branding strategies that have earned top brands their place as industry behemoths.

The importance of a digital branding strategy

A digital branding strategy is the process of communicating your brand’s identity to consumers online, with the ultimate goal of increasing customer loyalty and sales. A company without a brand is akin to a person lacking a personality — dull and uninspiring. Unsurprisingly, people tend to avoid such entities.

In contrast, a well-executed digital branding strategy can help you foster trust, which is crucial given that 81% of consumers say trust is the leading factor in their purchasing decisions. A strong digital branding strategy can also increase company value, boost sales, heighten perceived brand quality and reduce employee turnover.

How to implement your digital branding strategy

Let’s discuss the steps to make and use a powerful digital branding strategy that will take your brand image and popularity to the next level.

1. Assess your brand identity

Before diving into your digital branding strategy, take the time to define and assess your brand identity. This involves determining your brand’s mission, vision and unique selling proposition (USP). Your brand identity should convey who you are, what you stand for and what you aim to achieve. By clearly understanding your brand identity, you can ensure that all aspects of your digital branding strategy are consistent and aligned with your core values.

2. Understand your target audience

An in-depth understanding of your target audience is critical to the success of your digital branding strategy. Conduct thorough research to analyze their demographics, interests and preferences, and use this information to create detailed buyer personas. By having a clear picture of your target audience, you can develop content and messaging that resonates with them, increasing engagement and conversions.

3. Creating a unique value proposition

Your unique value proposition (UVP) is the reason customers should choose your brand over competitors. It highlights the benefits and features of your products or services that make you stand out. To create a powerful UVP, focus on the aspects of your offerings that differentiate you from others and communicate this message clearly, concisely and compellingly. A strong UVP not only attracts customers but also helps build brand loyalty.

4. Choose the right platforms for your brand

Selecting the appropriate platforms for your brand is pivotal in reaching your target audience. Investigate the social media platforms, websites and other digital channels that your audience frequents, and concentrate on establishing a strong presence there. You can connect with your audience, increase brand visibility and foster long-lasting relationships by being active on the right platforms.

5. Crafting compelling content

Content is the cornerstone of your digital branding strategy. To craft compelling content, focus on developing engaging, informative and relevant pieces for your target audience. Utilize storytelling to build emotional connections with your audience, making your brand more relatable and memorable.

Also, consider diversifying your content types, such as blog posts, videos, podcasts and social media posts, to cater to different preferences and consumption habits. Videos are particularly effective, as about 86% of businesses use them effectively as a marketing medium.

6. Monitor and analyse performance

Continuously tracking the performance of your digital branding strategy is crucial for its success. Monitor relevant metrics like engagement, conversion rates and website traffic to gauge the effectiveness of your strategy. Analysing this data will help you identify areas for improvement and optimize your approach for better results. Regularly assessing your digital branding strategy ensures that it remains relevant and impactful over time.

Examples of an effective digital branding strategy

Here are three examples of brands that have successfully crafted and implemented a digital branding strategy to grow their popularity and reach-

Apple’s “Share Your Gifts”

Apple stands as an excellent example of a brand that has mastered the art of storytelling. Through digital content such as videos, podcasts and social media posts, Apple’s branding experts communicate passion, creativity and relationship-building. Their popular video, “Share Your Gifts,” has garnered over 25 million views on YouTube and demonstrates their ability to prioritize storytelling instead of merely showcasing their products.

In the video, Apple evokes emotions and builds connections with viewers without explicitly promoting its products. This approach helps the audience relate to the brand personally, enhancing brand recall and loyalty.

IKEA’s “Oddly IKEA”

IKEA, a furniture store with affordable pricing, is growing alongside its customer base. This brand is popular among younger demographics and is known for its fun and quirky personality. IKEA’s branding strategists realized the need to stay connected with their buyer personas. They created personalized campaigns using digital content channels such as social media, YouTube and art installations, such as the Oddly IKEA campaign.

Researchers noticed a trend of ASMR videos among younger demographics, particularly college students. They produced a 25-minute ASMR video featuring IKEA merchandise such as comforters, pillows and sheets to appeal to this trend. The team thought outside the box and used innovative methods to engage with their target audience.

By thoroughly understanding your brand identity, knowing your target audience, crafting a unique value proposition, choosing the right platforms, creating compelling content and regularly monitoring performance, you can develop a digital branding strategy to help your brand thrive.

If this sounds complicated, you can always take the support of a competent digital branding agency. So, start working with an experienced digital branding agency to build and implement a proven branding strategy to drive your brand’s growth. All the best!

By Vikas Agrawal

Entrepreneur Leadership Network Contributor. CEO of Infobrandz.com. Vikas Agrawal is a co-founder of the full-service agency Infobrandz.com, He is a strategic marketing consultant. Vikas advises and plans the visual marketing & branding & investor funding campaigns of small to mid-size companies.

Sourced from Entrepreneur

In News

5 ways to build a personal brand focused on impact, not ego

June 29, 2023 No Comments

By Rusty Shelton

Branding means creating an image in the minds of your audience.

Few phrases generate grimaces from professionals at the same rate as “personal branding.”

In fact, be honest—did your stomach turn a little bit when you just read it?

For many, when they read that phrase, their minds immediately go to people who have ego-driven, “Hey, look at me” kind of brands.

In my experience, having this kind of aversion to personal branding is typically a good sign because it means that you’re not interested in building visibility focused on your ego which is a foundational mindset for building a great brand. But just because many people don’t build their brand the right way doesn’t mean you can’t—or shouldn’t.

Your personal brand matters more today than ever before, and it not only needs to be visible and authentic, but also must build trust before you get in the room. Today, the first place most potential employers, partners, clients, and employees will come in contact with you likely won’t be in person—it will be online after a quick search of your name.

The frank reality is that your brand is what Google says it is. Branding means creating an image in the minds of your audience, and if the first image your audience sees is online, you need to be intentional about it.

The good news is that the more visible and authentic your personal brand is, the more of an impact you can make on others, and the more leverage it gives you personally. Here are five ways to build a personal brand that is focused on impact, not ego:

1. Understand your “why”

The best personal brands are built when an individual is focused on being the messenger, not the message. To do this well, you must have a clear impact that you want to make. Get clear on your message from the start because building a strong brand takes commitment.

2. Conduct an online-brand audit

Before you can focus on growing your brand, you must understand your foundation. Do you have a “brand name” you can own? If someone does find you, is what they find going to encourage them to take a next step with you, or cause them to question whether you are the right fit? This first impression is happening based on your online brand whether you like it or not, so you should be thoughtful about it.

3. Build authority-by-association

Ideally, you want the visuals that make up your brand to say what you shouldn’t say about yourself. For instance, “She’s a credible thought leader with something to teach and not an operator with something to sell.” Make sure you are associating yourself with brands that your audience knows, trusts, and respects by going beyond stock photos or headshots. Be sure to highlight any media coverage you may have received, photos of you speaking, and other images that establish trust by putting you in a setting that builds credibility. Even if you don’t have a ton of media or speaking experience, you can showcase visuals that put you in a setting that connotes authority.

4. Create an intentional content strategy

Most well-meaning people who try to build thought leadership end up focusing entirely on strictly professional content, which often results in slow growth. Instead, blend “you-driven” content (your perspective, pictures, and stories), news-driven content (timely content that connects to the headlines), and relationship-driven content (such as an interview series or podcast) with your professional content.

5. Be your fullest self

In this age of ChatGPT, more content is getting created than ever before, so the only thing that will set you apart is you. Resist the urge to play some kind of role you think you need to play to be a thought leader, and instead be more of yourself by leaning into your personality, interests, and quirks. This will give real value to your audience. Who you are and what makes you different is ultimately the only reason why people will follow you instead of all the other choices out there.

Whether you like it or not, others are getting an image of you online, so be intentional about creating one that accelerates trust and is authentic to who you are. By doing so, you’ll create a bigger impact and avoid the ego-driven branding trap.

Feature Image Credit: Karolina Grabowska/Pexels

By Rusty Shelton

Rusty Shelton is founder and chairman of Zilker Media and strategist for Forbes Books. He is the coauthor of The Authority Advantage: Building Thought Leadership Focused on Impact, Not Ego.

Sourced from Fast Company

In News

What will branding look like in 2023?

January 25, 2023 No Comments

By Abbey Bamford

As part of our series of design in 2023, How&How founder and creative director Cat How offers her view on what might happen in branding over the next year.

What do you think 2023 will hold for branding design?

I’m always highly sceptical about ‘trends’ in design. I’m very much of the mindset that fashions fade, while true design (where form follows function) is eternal. A good logo, therefore, should never follow (or be inspired by) a particular zeitgeist. It would not be the purest representation of itself, or the strategy behind it, if it did. So my future trend predictions lie mostly around ‘moods’ or themes that we’ve found emerging in the creative industry as a whole.

Metaverse

I’m seeing a glut of futuristic fonts, impossible 3D renders, and quirky sci-fi gradients emerging as a way of (sardonically?) talking about the known-unknowns of the Metaverse. Part joke, part next big thing… the jury is still out, but I’m really liking the retrofuturist humour.

Light Mode/Dark Mode Websites

We’re increasingly designing colour systems which work in light mode and dark mode as a way of future-proofing the websites of the brands we build. Not only that, but dark mode websites are more energy efficient than light mode ones, which is partly connected to my next point.

Beyond Green

As we’ve been designing more and more climate-tech and sustainability brands over the past year, we’ve found that conventional green as a brand colour is losing traction. Gone are earth tones, soft treatments and hippy-vibes. Eco-branding is moving into a more minimal, futuristic direction with simplified monochromatic colour palettes (see our On The Edge rebrand) which speak more to Gen Z. These new brands want to talk about climate in a minimal, aspirational and future-focused way.

Purpose or Mission-First Branding

After the insecurity of the last few years, people are desperate for authenticity, transparency and honesty from the brands they interact with. They demand more from brands in terms of what they say as well as what they do. Brands have always helped people keep companies accountable, but this has never been more true than today. Brands that misrepresent their products and clash with the values of their audience are quickly swept away.

What was your favourite branding project from 2022 and why?

One of our big pushes last year, as well as in 2023, will be to get more women in design, be this through a scholarship initiative, mentoring or internship programs for young female designers. It goes without saying, then, that one of my favourite design projects of 2022 was from a young designer called Tais Kahatt for Gulp Sichuan Chilli Oil. Such a fun little project with super-simple, but effective illustrations, edgy art direction and a mono palette centred around one punchy, spicy red. For such a young designer I was really impressed by Tais’ craft in bringing everything together. As well as this one, I loved Caterina Bianchini’s new rebrand for Bunch too. Super fun!

By Abbey Bamford

Sourced from design week

In News

Make Your Startup Stand Out Without Spending a Fortune

January 25, 2023 No Comments

By Joe Procopio

You don’t need consultants but you do need to brush up on your problem-solving.

The line between success and failure in business can be razor-thin, and sometimes the difference comes down to the amount of attention that a company can attract.

Unfortunately, a lot of companies try to attract the wrong kind of attention.

I’m not talking about tasteless advertisements or sketchy funding gimmicks–well, not that alone. I’m talking about wasting effort, resources, and dollars on promoting any kind of attention that doesn’t generate revenue.

It’s a problem that’s exacerbated for unknown companies with unproven products. But unfortunately, a lot of startup leadership tends to believe that attention is a self-fulfilling prophecy. In other words, they think that if they can just generate a lot of awareness around the company, sales become a foregone conclusion.

That’s true. Kind of. And it’s why marketing experts and brand consultants get paid. Usually a lot.

However, it’s true only in a certain context, and that context rarely includes new ventures — even from well-known companies. We were all very aware of CNN+, Google Glass, and the Amazon Fire Phone.

Were those brands powerful? Absolutely. Were those products branded poorly or marketed incorrectly? No, not egregiously so. Should your company emulate them? Most definitely not.

So what went wrong?

Save Branding for Later

The product that “only needs attention” to succeed is a product that is already successful. That may sound a little Catch-22, but that’s because brand marketing is best suited for expanding market reach, not gaining market traction, let alone defining a target market and finding product market fit. Those milestones aren’t random and they don’t happen by process of elimination. Not without spending a ton of money.

Can a terrible brand sink a potentially successful product? Yes, especially when inferior competition has a robust marketing machine behind it. But lack of branding is definitely not a death sentence. Once a product is viable, has found market fit, and is gaining traction, then and only then should a company’s focus be on brand marketing to expand its reach.

Furthermore, brand attention is fleeting attention. As I said, everyone knew CNN+ was coming, everyone knew when it arrived, and 28 days later, everyone knew it was folding.

So if attention is what your company needs, but that initial market success hasn’t happened for you yet, check these other boxes first.

Your Solution Is Your Attention Ice-Breaker

If you want attention, you need a good opening line. Your best opening line is always your solution.

Your solution is not about your company and certainly not about your brand. It’s not your product–that’s just the packaging for your solution. It’s not even your offering, which is just the packaging for your product. In short, your solution is the thing your product does that solves the customer’s problem.

Once you have that defined, that needs to be the core of how you get attention. If your solution is strong enough, you can just talk about it, to anyone, and you’ll get the attention you want. Of course, in the real world, you’ll need branding and marketing to connect the message to your company and amplify it.

But don’t spend time, energy, or money on that branding or marketing if that message is just going to result in a shrug.

Your Product Is Your Attention Land Grab

The customer’s problem is the thing they want to throw money at to make it go away. And if the first layer around the customer’s problem is your solution, the next layer is the product, the thing that houses and presents the solution.

Spending time and resources here can make a world of difference out on the market.

But beyond just awareness, a great product also generates outsized viral attention. And since there’s no better and cheaper way to acquire a new customer than via an existing customer, giving existing customers something to crow about will provide the highest return on any attention it generates.

And then finally, an existing customer base is also the easiest to convert to upgrades and even new products and product lines.

Low Price Attention Begets Low Results

The final layer out from the customer is your offering, which is your solution packaged in a product for a price. But the attention that’s gained by a low price usually results in low conversions, low margins, and low lifetime value.

For every company leader I know that wants to be the low-price leader, very few of them make purchases based on price alone. Furthermore, the products they buy when price is a factor are usually commodities, and the buyers are often hard-pressed to remember the name of the company or the brand attached to it.

And even when you win on price, you only win until a competitor undercuts you.

Standing out isn’t just about amplifying a message, it’s about amplifying the right message to the right market. You can use one large megaphone or a bunch of smaller ones, and you can spend a lot or a little along the way. Just don’t waste that spend on messages that don’t land and markets that don’t produce.

Feature Image Credit: Getty Images

By Joe Procopio

Sourced from Inc.