#brand-building

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Top 5 Creative Brand-building Event Marketing Ideas 

While there is a large audience for online and virtual events, there is also a lot of competition. More people attending your business event

Learn how to make your brand stand out, connect with your peers, and have a blast while doing it. Increase your productivity and creativity by using this amazing ways for brand-building events. Elevate your brand game with events that leave a lasting impression – it's time to make your mark in a way that's both exciting and easy.

[cannabisbusinessexecutive]

When the New Frontier of rescheduling comes, what can Cannabis cultivators learn from microbreweries?

By Dave McManus With the drive to federalization starting to accelerate, momentum is building around rescheduling cannabis. This would bring a host of changes that are frequently discussed, such as easier access to capital, banking, and the removal of 280E. A crucial big picture issue that is less front and center, however, is the type of competition that shifting legal boundaries will welcome…

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[newsytv]

Affordable digital marketing service provider. We offer search engine optimization, Pay per click, Social media optimization, Website develo

Phase 1: Building a brand team

The establishment of the brand team is the first step in any successful branding campaign. The organization's leadership creates the imperatives that become the foundation of brands, but it is the members of the organization that express and implement them. Putting together a cross-organizational team to develop the brand will make launching and managing the brand easier because of their initial involvement in addition to helping to provide significant insight into the organization.

Phase 2: Perform a business analysis

Designers can start to create meaningful solutions by learning about the client's goals, strengths and limitations, their competitors, and the environment in which they operate. This might be challenging because it is frequently challenging to get clients to explain their wants. Clients are occasionally "too connected" to their work to be objective, which results in designers receiving incomplete or incorrect information. However, by probing for answers, designers can assist clients in identifying brand-building strategies that are in line with their corporate objectives.

Phase 3: Analyze your audience

Businesses and organizations exist because of people, and people ultimately decide whether an organization will thrive or fail in the marketplace. Understanding how brand design inspires people is becoming more important as firms turn to brands for a competitive advantage. Audience research completes the "who," "what," and "why" of the brand jigsaw when combined with business analysis.

Phase 4: Create a brand positioning

Positioning illustrates how competitive branding is. Organizations create a niche in the market that they strive to control and maintain by offering audiences a special value. The cornerstone of the branding process is identifying the organization's point of differentiation. The promise that a business makes to its audience is another aspect of positioning; it involves outlining a special benefit for a target audience and ensuring that the organization can consistently deliver on that promise. The relationship between the organization and the audience is mostly determined by the organization's capacity to deliver on its promise.

Phase 5: Establish a unified messaging and visual identity

A brand's visual identity and associated messaging are essential components of the overall branding process. Audiences are drawn to, intrigued by, and persuaded to interact with brands by the visual and vocal components that communicate the brand stance. They are the conclusion and expression of the positioning and promise of the brand. The brand name, the slogan, the vision and goal declarations, and the brand positioning statement are spoken components. The visual components of communications and environments include the logo, typography, colours, shapes, and general appearance.

[cannabisbusinessexecutive]

How To Turn Pre-Rolls Into A Brand-Building Catalyst

By Pam Chmiel Pre-rolls continue to rank as one of the more popular cannabis products today. Harrison Bard, CEO of Custom Cones USA, claims they are an easy way to expand your product line with many options for branded customization.  “It’s a cheap, accessible item where you can get someone to try your brand or a new strain and win new customers. The infused segments have been blowing up…

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Case Study: I Decided To Start A DTC Fashion Brand. Here's How I Did It

In 2017, I got a crazy idea. I decided if I couldn't find the quality, clothing pieces I was looking for, I would just make my own. So I set about figuring out how to do that.

Audience Research

Who doesn't love an oversized, cozy cashmere sweater? This boyfriend-style staple is key, but I couldn't find one anywhere after searching for more than a year. Same for a washed denim shirt. I surveyed my target audience and found many having the same struggles. This helped to solidify my idea to create a line of boyfriend-style clothes with high-quality fabrics. My plan was to call it boyfriend.

Validation

I put together a business plan and product roadmap, working with an artist I found on FIVRR to conceptualize the designs.

Then, I got an unexpected opportunity: I joined Diane von Furstenberg's Fashion Brand Masterclass. She chose my business plan to discuss with the group, and thought my idea had legs, if a difficult to trademark name (she was right).

Design Team

With that positive reinforcement, I plowed ahead, hiring a design team in New York to bring my visions to life. I hired a fit model, conducted numerous fittings, riffed on the designs, and kept improving until I had three pieces I was confident in to roll out in a mini-collection - The Maxwell Cashmere Sweater, The Joey Pocket Tee, and the Cody Denim Workshirt.

Brand Building

The tenets of my new brand were the boyfriend style, quality materials, sustainability, and being US-made. I began with a tagline of "Menswear-Inspired. Made to Last." But after determining I couldn't trademark "boyfriend," I changed the name of the brand to "boyette," a diminutive play on my last name. I decided that gave me more brand freedom too, should I want to expand into dresses, for example, so I dropped the "menswear-inspired" from the tagline.

But then, how to present the brand? While I was making fine pieces, I didn't want the brand to be too precious. I wanted it to be soft, but also have a little edge and be pro-woman.

Over time, I honed that tone into my social presence, with a juxtaposition of soft photography, diverse models, and edgy copy.

Store

My business plan outlined some unique customer experiences I wanted to build into my store to make it more like shopping with friends - easy ways to share items with friends (the Should I Buy? button), more stories and content baked into the buying journey to drive engagement, and showing suggestions for styling right on the buy page to help customers see how they could personalize these basics. In the end, though, I chose to start with a shopify store as my MVP experience.

Marketing

My marketing strategy was to leverage a strong, memorable social presence, a partnership with a pro-woman organization (1% of revenues go to Running Start), and PR. I worked with a brand agency for brand look and feel, and conducted several photoshoots to build up my photography library - often acting as my own photographer and sometimes model. I opted for a combination of photos and text-based posts to give my Instagram greater interest, playing around with different post designs.

Putting all the pieces together, I tested different social strategies and paid advertising combinations to drive site traffic (the holiday ads targeting husbands and boyfriends worked really well during the holiday season). And Running Start and I co-promoted each other. All those efforts paid off, putting me in the top 20% of shopify websites for traffic volume after just a few months. Two of my pieces also appeared in Tatler magazine, and I was featured in a sustainable fashion podcast.

The Future

Next steps for the brand: investing substantially in PR to land more fashion mag placements, and experimenting with influencers, as well as some guerilla tactics. In addition, I'm beginning to think about my next mini-collection. I'm looking for the perfect wool coat.

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Use Case: Humanizing A Brand With An Egg-cellent Easter Campaign

Challenge

Pushpay had a reputation as very corporate (some called the brand “pushy pay”). Indeed, the company had never invested in corporate outreach and the result was that our brand perception needed improvement. Worse, amongst customers acquired when the company purchased a competitor, brand perception was vitriolic. We needed a strategy to demonstrate our human side.

Approach

With a company strategy of being the #1 software provider in our space, I developed a corporate brand strategy designed to 1) show our human side 2) demonstrate our technology leadership and expertise 3) provide opportunities to amplify our customer's voices. To kick off this effort, I worked with my design team to create and roll out a new look and feel for the brand that was more approachable. We began using the new brand externally in promotional email campaigns and social. One of the first uses of the new brand in a Corporate campaign supported our Easter outreach and was designed to both show our human side and amplify customer voices.

The concept was simple: Use email and social to promote an online scavenger hunt contest with answers hidden on our website. The winner would get 10 Easter feasts for their community.

Outcome

We drove great engagement on social, but the real winner was in email. Our email open rates and CTRs were well above our historical average. As a result, we began looking for opportunities to optimize our email outreach with more fun, quirky and human interactions.

[fangelichost]

Use Case: Building Brand Awareness With A Guerilla-Style Multi-Channel Campaign

Challenge

Visual IQ was a small player in the marketing attribution space. Their goal was to increase brand awareness, interest and leads. They also knew that in addition to raising awareness about their brand, they also needed to educate about marketing attribution.

Approach

I conducted brand awareness research to understand their aided and unaided awareness and perceptions, and devised a multi-channel campaign around the theme of Revolutionary Marketing. Reviews of available research yielded insights about marketers being competitive and also being unclear about the emerging field of marketing attribution that I leveraged in the design of the campaign. I also knew that we needed something eye-catching to get attention from the small budget we were working with. Some guerilla tactics were needed.

Campaign Overview

The cornerstone of the campaign was a microsite, with a dual goal of education and conversion. The site had content for marketing attribution newbies as well as more experienced pros (the two kinds of marketers we needed to reach). The media mix included videos, infographics checklists, reports, giveaways and other content that were promoted via social and paid media. I worked with our design team on the theme and creative for the campaign, and directed the build of the microsite. I wrote and produced all the content and ad copy, managed the scripting and video creation, and managed the ad buys and reporting. 

I had seen successes with quizzes, so a quiz around the types of revolutionary marketers became the nexus of the social and paid media campaign. From there, an origin story about a league of Revolutionary Marketers was born. That story was incorporated into a booklet that came with 3D bobble head dolls that we gave away on twitter and at conferences. 

Outcome

The campaign’s success on social overdelivered against forecast. Quality visitors to the site resulted in 100% more newsletter signups than forecast, driving up Visual IQ’s lead pool. Ultimately, the combined efforts across channels resulted in increased unaided awareness from 1% to 3% in one year.