Tag Archives: branding

Tag Lines – They’re Like A Caption for Your Brand

If you own a business, you most likely spent a great deal of time and energy (and maybe even money) coming up with the perfect name and logo for your brand.

Before I officially started 618 Creative, I kicked name ideas around for weeks,  asking friends for their opinions while I tortured myself with 25 slightly-different versions of a logo design.

Then once I chose a name and general logo design, I had to come up with a tag line.

Coming up with that clever catchphrase or slogan for your business can be even more daunting that choosing a name.

I’m a writer and creative thinker, so fortunately, the tag line for 618 Creative – Narrating Your Brand – came to me pretty quickly.

But some of my clients have found they need a little help to come up with a tag line that is catchy, memorable and tone appropriate.

Some get so wrapped up worrying about the “clever factor” of their tagline that they forgot about its purpose – to quickly and accurately sum up the nature or personality of your business.

I’ve created tag lines for several clients and my favorite so far is for Up & At ‘Em Household Services. For their house-cleaning and errand service, we came up with “Let Us Turn Your Free Time Back Into Me Time.” The clients loved it!

So you’re struggling to come up with a tag line for your business, or if you’d like to revamp your logo, please contact me today!

How To Make Killer Social Media Content

So what makes social media content that people can’t ignore?

This Slideshare by Lisa Parkin, CEO of Social Climber, gives some great examples of brands who are killing it.

[slideshare id=27974913&doc=killercontentfinal2-131106132152-phpapp01]

Don’t have time or the know-how to tackle social media for your business? Let 618 Creative  make your brand shine on social!

Contact us today! Email 618creative@gmail.com.

The Re-Branding Legends of Lego, Burberry & Apple – From Crisis to Success

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Brand wars: a clever campaign helped Lego rebuild its image. Photograph: Alamy for The Guardian

Did you know that The Lego Group faced bankruptcy in the 1990s?

Or that Burberry was once so associated with hoodlums that the brand was actually banned from some pubs?

It might seem hard to believe now, but Apple products were so uncool two decades ago that the company was dangerously close to bankruptcy in 1997.

Business owners know, it takes time to build a brand and a trusted reputation.  Shoddy products, poor management, negative press or just bad luck can shatter all that hard work in mere seconds.

Burberry was considered gangwear; now it's worn by Emma Watson and Kate Moss. Photo Mario Testino via Business Insider.
Burberry was considered gangwear; now it’s worn by Emma Watson and Kate Moss. Photo Mario Testino via Business Insider.

If you’re lucky, and get the right person to re-brand your business, you might just turn things around. The well-known companies above were able to rescue their languishing brands and go on to unimaginable success. This great piece in Business Insider shares 10 amazing re-branding success stories.

Read more about re-branding success stories from The Guardian.

Contact 618 Creative for helping with your business branding needs.

If You Build It, Will They Come? Hire A Marketing Pro And They Will

Hedge apples into beauty products. - Des Moines Register
Hedge apples into beauty products. – Des Moines Register

If you’re the only gas station, store or restaurant in a 25-mile radius, then you’re pretty much guaranteed to do a successful business.

But since most entrepreneurs aren’t lucky enough to have a captive market,  they have to work a little harder.

Obviously, any good business owner wants to have the best product at competitive prices. Unfortunately, that isn’t always enough.

For example, if you own a floral shop in a community with four or five other floral shops, what is going to make a customer choose you?

You can order the coolest new purses and gifts on the market to supplement your flowers, but if no one knows you carry them, will it make a difference?

That’s where a marketing and social media strategy agency like 618 Creative can help. Our job is to tell customers who you are, what you do and how you are different from your competitors.

Our number one goal is to make sure your store comes to mind first when anyone in your region has a need you can serve.

Marketing, after all, is all about perception. Here is a prime example: hedge apples.

Yes, those bumpy, weird-looking balls that fall freely from the trees and lay on the ground around your community.

Deemed pretty much useless for a century, people typically just let them rot. Some old-timers think they repel spiders.

Recently, one clever scientist teamed up with some marketing and branding folks to come up with a new use for hedge apples.

Now, he’s selling oil from this unappreciated fruit for $85 per half ounce!

That, friends, is the glory of science and creative marketing.

 

The Emotional Era: Content, Storytelling & Persuasion

Graphic from http://blog.visme.co/storytelling-content-marketing/
Graphic from http://blog.visme.co/storytelling-content-marketing/

For years, I’ve been working to explain the importance of storytelling to businesses and organizations.

Perhaps it is the term “storytelling” that confuses business  owners. Maybe it evokes an image of nursery rhymes and campfires.

What I mean when I say storytelling in terms of content marketing and strategy is our ability to connect real stories, real emotion, to our messaging.

To develop messages that will inspire or evoke a feeling within potential clients, motivating them to buy that product or sign that agreement for services.

The excerpt below is from a fantastic blog written by Ivan Temelkov for Curatti.

We are living through the best years of human history. A world where technology continues to evolve and digital as a whole is an essential part of our lives. An era heavily driven by digital technology, content, and social influence. Content particularly though, plays a dominant role within the digital marketing mix. Something that consumers are paying strong attention to especially on their mobile devices.

Content and storytelling definitely aren’t new endeavors by any means. The storytelling aspect dates back to the 1700s. In the early days a verbal conversation could have been classified as content. One individual sharing information with another. Content being shared and communicated between two parties in a very casual way. The principles have not changed though. As a matter of fact they are stronger than ever before. However much content in the modern digital world has amplified, it retains the core of its origins. It is also becoming extremely common and more widely used as means of prospecting or even in sales endeavors.

The emotional targeting era is on the uprise. Content marketing will be taking on a much more prominent position in digital marketing. There are a lot of obvious reasons why content marketing and storytelling will be the new wave of future digital marketing endeavors. For the most part, each consumer possesses two type of mentalities when it comes to product or service purchasing.

  • Psychological
  • Emotional

Think about it for a second. What crossed your mind when buying a product or service? You consider the needs for which you are purchasing the product or service. Also, there is an emotional ingredient in each that determines the way you feel towards something.

Does it provide happiness, satisfaction, or sense of fulfillment? Will this product or service satisfy your need?

Companies and marketers equally need to be putting forth stronger attention to detail on the emotional and psychological aspects of digital marketing. Content marketing particularly is an avenue that can assist with emotional consumer targeting.

Context & Substance

In the earlier days of content marketing, everything was about quantity of information. Any brand that was pumping out consistent content would ultimately position itself as a go-to leader in a particular industry or vertical. Those were the great days where bulk content would attribute to more web traffic and leads.

As content marketing continued to evolve it started to become a lot more saturated. Consumers became frustrated with the clutter of information. The competition levels skyrocketed as more and more brands began to experiment with content marketing and storytelling endeavors.

These days everything in content marketing is about context and substance. Obviously, quantity matters but quality, context, and substance serves of utmost importance.

It is extremely difficult to resonate with a target audience on an emotional level. Especially when every other brand is attempting to do the very same thing. It is need quite challenging to accomplish this.

Hence why you should invest valiant amount of time in evaluating the context and substance of your messaging.

Read the rest of Ivan’s blog post.

Who Needs Marketing & Branding Anyway? You Do!

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Back in my journalism days, I never gave much thought to the importance of marketing and branding.

If I’m being really honest, I’ll admit that I and many of my fellow reporters considered most PR folks  to be a necessary evil.

We sometimes needed them to help us get to our sources on deadline, but the rest of the time they were just a nuisance, force-feeding us the party line or blasting us with too many boring press releases.

But now that I’ve worked on the “other side” for close to seven years, I see things a little differently. I can see the value of branding, marketing and communications.

I won’t wax poetic (at least in this post anyway) about the importance of good marketing and storytelling for small businesses and nonprofit organizations.

Instead, I can show you, with just a few images, how very important brand management is.

Marcomm, branding and creative folks are the ones who come up with the logos, slogans, websites, flyers and ad campaigns that you can’t forget.

Take a look at the images above. The fact that you likely recognize all of them, and the companies they represent,  means branding DOES matter.

If you own a businsess, even a small one, 618 Creative can help you develop your brand and make it stand out in the marketplace. Contact us today!