Branding (Page 4)

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Many organizations know that building a brand identity is critical for any business. That brand identity includes what your brand says and what its values are. But how many of these organizations actually deliver on their brand promise?

Not nearly enough, according to a study on brand experience by Brandworkz and CIM. The study surveyed 2,200 marketing leaders all over the world about the challenges, opportunities, and best practices for aligning brand promise and customer experience.

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This post originally appeared on HubSpot’s Agency Post. To read more content like this, subscribe to Agency Post.

In 1977, Gary Gilmore faced a firing squad — the punishment he chose after he was convicted of killing two men in Utah. His last words were: “Let’s do it.”

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Pens, t-shirts, water bottles, baseball caps, lanyards … so many lanyards.

Welcome to the wonderful world of swag, where — in a tremendous display of humanity’s technological prowess — we prove that we can stamp a logo or catchphrase on just about anything.

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Consumer sentiment for a brand is like a fire. During the good times, it’s a roaring campfire, emanating heat and light and making everybody around it happy. During the bad times, it’s the flickering flame of a candle, barely shining through the darkness. And during the really bad times, the fire is roaring once again … but only because everything is burning to the ground.

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Anyone remember Dr. Pepper-flavored lip gloss from Lip Smackers?

I’d venture a guess that many of you do, whether it was a staple of your own childhood or that of a loved one’s.

There’s something brilliant and memorable about that co-branded product: It’s fun, unexpected, and involves a classic and timeless brand that’s helped the flavor remain popular all the way from 1975 to present day.

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Even a goldfish can pay attention for longer than most people can nowadays. The ever-decreasing human attention span is one of the the biggest challenges marketers are faced with today.

For those looking to conduct market research through surveys, the fight for our audience’s attention can seem incredibly discouraging.

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A brand gives a business its unique identity — from the way content looks and feels to how it sounds and resonates. Think about some of the most iconic brands out there, and then picture their branding. I bet you can come up with it right away.

GoPro? Excitement. Prada? Sophistication. Band-Aid? Sincerity. 

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As marketers, we are always looking for new ways to get more bang for our buck. Co-marketing allows two or more companies to work on a project together, doing less work for more reward. Who doesn’t want that? 

So to help get you started, we’ve collected a ton of tips and tricks below for creating a successful co-marketing campaign and relationship, from start to finish. 

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When it comes to delighting people with design, details matter — a lot. The fonts you choose every time you lay out an email, an ebook, or an image for social media end up giving your marketing a polish that makes a big difference.

Trouble is, with so many options to choose from, finding the right one isn’t always as obvious as we’d like it to be. Thankfully, there are a few guiding principles out there to simplify the selection process.

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Everlane isn’t like many other contemporary fashion brands.

While others’ pricing and supply chain information is shrouded in mystery, Everlane’s is completely transparent. On their website, you can see exactly how much money it takes to produce each of their products — and how much money they’re profiting. The fashion startup even devotes a whole section of the website to showcase detailed information and photos of their factories. 

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When the time finally comes to tackle a website redesign, it’s difficult to contain the excitement. There are so many things you just can’t wait to have put into place! Then come the first steps to making it all happen.

Excitement turns to fear and trepidation as you try to craft a plan and put together the resources to turn all of your lofty ideas into reality. Suddenly it begins to seem more and more like a home construction project: lots of advice from many sources; warnings about rip-offs, scams and slick tactics; choices for things that could go into, on and throughout your new website; decisions about who should do what, how long it should take, and how much it should cost. Finally, you’re lost in so many details that you’re not sure where to start.

Here are the most common red flags that your website redesign is not on the path to providing value and what you can do to avoid them.    

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Instagram is a platform that has demonstrated tremendous growth. In fact, the Instagram community grew to over 400 million users this past year. 

Despite its impressive reach, many business owners are still overlooking its marketing potential. As a result, they’re leaving high levels of engagement, brand awareness, and even profit on the table. 

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If you’ve ever taken a Lyft, you know the ride’s been a little different than those with other ride-sharing apps.

Your car is adorned with a bright pink mustache. You sit right up front next to the driver. You may even give them a fist bump.

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It all began as a bet in a bar. 

Let’s round up a group of people and see who can grow the best mustache in just 30 days.

Twelve years later, this bet has blossomed into Movember: More than five million people all over the world have joined the movement to raise awareness and funds to benefit men’s health initiatives. 

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