Tag Archive for: Brand Development

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5 Common Branding Mistakes (And How to Avoid Them)

Branding is one of the most critical elements of a successful business. It’s more than just a logo or a colour scheme; it’s how your audience perceives your company. However, many businesses, both large and small, make avoidable mistakes that can dilute their brand identity and impact their growth. At Cloud9 Marketing, we believe that understanding these pitfalls is the first step in building a robust brand. Here are the top five branding mistakes businesses often make and how to steer clear of them.

 

1. Inconsistent Branding

One of the most common branding mistakes is inconsistency. Your brand should be recognizable across all platforms and touchpoints, from your website to social media and even in your internal communications. Inconsistent branding can confuse customers, weaken your brand’s message, and ultimately erode trust.

How to Avoid It: Establish clear brand guidelines that detail your visual elements, tone of voice, and messaging. Ensure that everyone in your organization understands and follows these guidelines to maintain a cohesive brand identity across all materials.

 

2. Ignoring Your Target Audience

Branding is not a one-size-fits-all approach. Failing to understand your target audience can lead to a brand that doesn’t resonate with potential customers. This can result in a disconnect between your brand and the people you’re trying to reach, reducing the effectiveness of your marketing efforts.

How to Avoid It: Conducting thorough market research is a necessity for identifying your ideal customers. Develop buyer personas that reflect demographics, preferences, and pain points of your target audience. Tailor your branding efforts to meet their needs and desires​.

 

3. Branding around a trend

While it’s important to stay current, rushing to every trend can dilute your brand’s identity. Trends come and go, and what’s popular today might be outdated in a few months. This leaves little room to maintain a lasting identity for your business. If your brand is too closely tied to a fleeting trend, you might find your brand becoming lost along with it.

How to Avoid It: Instead of chasing trends, focus on building a timeless brand. Keep your core brand identity grounded in your unique values and mission, and instead, update imagery and marketing graphics to embrace upcoming trends.​ 

 

4. Poor Brand Experience

Brand experience is the foundation of your business; it’s a reflection of how your customers see you and how they interact with your business, from customer interaction to your website’s user interface. Ignoring the brand experience or allowing it to become poor can lead to negative perceptions, loss in capital and high turnover.

How to Avoid It: Pay attention to every touchpoint where customers interact with your brand, from your website’s usability to customer service interactions, ensure that every aspect of the brand experience is easy, thorough and consistent​. Have an open mind to criticism and leave room to grow as a company, customers and investors appreciate honesty and genuine interest in their concerns.

 

5. Lack of Differentiation

In a crowded marketplace, failing to differentiate your brand from competitors can make it appear generic, forgettable and run the risk of legal issues. Your brand needs to stand out and highlight what makes you unique. What is your personal drive for this company, what are your dreams and desires, clients favour brands that can connect with them on a more personal level.

How to Avoid It: “Wear your heart on your sleeve” so the saying goes. Focus on your unique selling points (USPs) and communicate them clearly in your branding; whether it’s superior customer service, innovative products, or a commitment to sustainability, make sure your brand reflects what sets you apart from the competition​.

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At Cloud9 Marketing, we care about the success of your brand. With over 15+ years of experience, we specialize in counselling businesses on the best web and design practices, offering a comfortable and involved experience. Contact us today for a free consultation. 

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The Importance of Colour in Branding
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The Power of Colour in Branding: How to Create an Emotional Connection with Your Customers

The importance of color in branding cannot be overstated. Color has the power to evoke emotion, set the tone, and communicate the right message to your target audience. It is essential for creating a successful brand identity.

Color is one of the most powerful branding tools available to marketers. It can be used to differentiate your brand from competitors, create an emotional connection with the consumer, and convey a message about your company’s values and culture. Whether you’re creating a logo, making a website, or designing a product, color is an incredibly powerful tool for creating a powerful brand identity.

Studies have shown that people make snap judgments about a product within 90 seconds, and up to 90% of those judgments are based on color alone. This means that choosing the right colors for your brand is incredibly important. Different colors can evoke different emotions, from trust and reliability to excitement and energy. Therefore, it’s essential to choose colors that will create the right feel for your brand and appeal to your target audience.

When it comes to choosing colors for your brand, it’s important to consider the psychology of color. Different colors can evoke different feelings. For example, blue is often associated with trust and reliability, while yellow is associated with energy and optimism. It’s important to consider the emotional impact of the colors you choose, as they will create an immediate impression on your customers.

The right color can also help set the tone and mood of your brand. Colors can be used to create a specific atmosphere and evoke certain emotions. For example, a calming blue can create a sense of relaxation, while a vibrant red can create excitement and energy. Color can be used to create the perfect atmosphere for your brand and create an emotional connection with the consumer.

In conclusion, the right color can make or break your brand. It has the power to evoke emotion, set the tone, and communicate the right message to your target audience. Choosing the right colors for your brand is essential to creating a successful brand identity. Consider the psychology of color and the emotions it evokes, and use color to create the perfect atmosphere for your brand.

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Video Mistakes You Might Be Making
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Key Considerations For Video Marketing

It’s no secret that videos are trendier than ever. From hilarious cat videos, to live news on your smart phone, our society is in love with videos. Embracing film as part of your marketing strategy can drastically improve your reach. We are all for video content because we know how powerful it is, when it’s done right that is. Whether you are gearing up to incorporate video into your marketing strategy or already have it implemented, these considerations for a successful video are key.

Concept

Whatever your concept is, make it clear in the first 8 seconds. The first couple of seconds are when the viewer decides if it is appealing or not. This is your do or die window for their attention. Reflect on what audience you are trying to reach and what you are trying to say about your brand, this is your time to shine.

Overselling

Finding the balance between being clear about your product or idea and drowning people in it can be tricky. The goal with any video is to make a lasting impression and call the viewer to action. You want them to remember your brand, and dig a little deeper on their own free will. It’s about creating engagement from the viewer. Rather than spill all the beans, lead them on with excitement and have all the info they’ll be craving ready in another video, or written on your website and point them in that direction.

Feedback

Everyone needs more feedback. Ask strangers in your target audience what they think about your video. Outside sources are best for feedback as your team, family and friends will have a bias.

Call to Action

As mentioned in overselling, each video needs to call the viewer to some kind of action. The call can be just to create curiosity, generate a referral, get a free quote, how to use your product and so on. Maybe all you are trying to do is get them to like your Facebook page, whatever it is, make sure it is clear in your objectives before and after the video is created.

Boring

A few things can make a video boring. If it is too long, it’s boring. If the concept isn’t portrayed in an engaging way, it is boring. If the people in the video are, well boring, it is of course going to be a boring film. Spending a couple of extra bucks to hire someone to film and act in your video could make all the difference. This is something you’ll need to weigh out for yourself, but if you were planning on using Larry, the monotone receptionist as your lead star, maybe rethink that one.

Placement

Now that you’ve created your perfect video, don’t let it go to waste! Placement on your website should be front and center. On YouTube it should be on your own channel which will eventually have more videos to fill the auto play, this will keep your target audience much more excited about your company as there is even more material for them to view. Be sure to cross post on other outlets like Vimeo and Facebook. If you choose to do paid advertisement with your video choose the sites that will appeal to the right demographic, and again watch placement of where your video will be on each page that you are paying for.

We can’t say this will make video-making fool proof, but it is a step in the right direction. When creating or perfecting your video content keep these helpful hints in mind. If you are interested in video marketing but don’t know where to start, check out Cloud9’s video production & marketing services.

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branding and identity

What is Branding?

Your brand is essentially the personality of your company. It is what sets your business apart from your competitors’ businesses and presents the characteristics of your goods or services to the world. A brand is made up of a variety of aspects that come together to captivate your customers. Some of these aspects are concrete, material things, but branding also consists of unique ideas that come to fruition in pictures and words. If you are the owner of a small business, branding is about you and what you can offer to the market.

What Is Branding? — How to Get Started

You will need to know a bit of general information about typography and graphic design before you can make good decisions about the pieces that constitute a strong brand. You will not have to become a complete professional in these subjects, but you should certainly engage in some observation and research about them.

Your first step in establishing a business is to come up with a company name and figure out the legalities. Once you have done this, you will need to start making the aspects of your brand image part of your everyday business life. In marketing, this is known as creating a “business identity.” The way you choose to portray your brand to your market audience and connect with your customers is vital. The more consistent you make your business identity, the higher your chances of success will be.

What Is Branding? —Finding the Right Voice

The voice you use when you market your business affects how customers feel about it. Depending on the product you are trying to sell, you might wish to sound serious, sophisticated, or even easygoing. Regardless of which voice you choose, you need to use that same voice in all of the promotional content you create. The way you word your content helps determine where your company falls within its market niche. All of the material you write about your business should do one or more of the following:

  • Distinguish you from other business owners in the same niche
  • Contain a value proposition that tells customers why they should choose your product
  • Consolidate your brand

What Is Branding? — The Concrete Parts

You should work to carry your brand in every form of communication you send to individual customers and the public. All of your business interactions should bear your brand visually, stylistically, and in other ways. The following are examples of material that needs to be marked with your business identity:

  • Emails (include a logo/signature)
  • Traditional “snail” mail (use your own unique stationery)
  • Business cards
  • Portraits/avatars
  • Banners
  • Newsletters
  • Address labels
  • Packaging
  • Product tags
  • Enclosure cards
  • Ads
  • Flyers
  • Blog badges

What Is Branding? — Logos and Portraits

Our own everyday experiences demonstrate just how powerful logos are. For example, we are all aware of the appeal of the Coca-Cola ribbon. As a business owner, your goal is to instantly spark your potential customers’ interest and solidify the way they perceive your company. When you are selling products online and posting to social media sites, your portrait or avatar can be as important as your logo is. These items should coordinate visually with your logo in terms of colour and style. Today, online sellers often use a number of venues. If you keep the visuals on your online venues consistent, customers will more easily remember your business and you will strengthen your brand. You can use books and the Internet to learn more about logos, but you can also look toward real-life examples for inspiration.

What Is Branding? —Using Colour to Bring Success

Different colours represent different emotions and moods. Blue often represents confidence and consistency; red is often associated with provocativeness and enthusiasm. Softer shades of blues, reds, and yellows can bring about feelings of nostalgia and memories of childhood. Clear, vivid colours tend to exude energy, while subtle colours are associated with complexity. It will not be a good idea to change the visual characteristics of your logo after you have introduced your brand into the world of e-commerce, so you will need to choose those characteristics wisely.

Erin Ferree, a brand identity designer, has stated that your colour palette should achieve five things:

  1. Tell the story of your brand through the use of “colour psychology”
  2. Lay the colour palette groundwork for a “visual vocabulary”
  3. Give your logo both light and dark contrast elements
  4. Have enough colours to be eye-catching, but not so many that you incur high printing costs.
  5. Be complementary and aesthetically pleasing.

Fortunately, you can find plenty of good advice about how and why you should select certain typefaces and fonts. Depending on what you choose, you can give your business a traditional, modern, masculine, feminine, or funky vibe. You can take a look at the logos of other companies you admire and soon make excellent progress toward designing your own.

Contact us for more information on how Cloud9 Marketing can help your company with Brand Development.

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