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Tag: rebranding

  • Your Step-by-Step Guide to a Successful Rebrand | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Rebranding is a complex process aimed at changing your brand’s identity in the minds of consumers, employees and other stakeholders. On the surface, it is easy to think of rebranding as simply developing a new logo or slogan for your organization.

    However, true rebranding exercises go deeper and have the power to change the trajectory of your entire business. Brands of all sizes choose to refresh their identity to grow with existing audiences, reach new customers or acknowledge mergers and acquisitions. No matter the reason for your rebrand, follow the steps in this guide to complete the process successfully.

    Related: When to Consider a Rebrand (and How to Do It Right)

    Understanding the need for rebranding

    There are both obvious and more subtle signs to tell brand teams that their brand is becoming dated. Changes in your product or service offerings, shifts in the entire industry and competitive pressures are among the more obvious signs that it’s time to rebrand. Declining sales or market share are two more reasons to consider updating your brand.

    In addition, rebranding can help your company expand into new markets and reach new target audiences. On the other hand, your need to rebrand may be driven by less obvious causes like an outdated brand image or negative customer perception. The latter two can be harder to identify.

    Assessing brand health

    Assessing brand health is often the first step in deciding whether or not you need to rebrand. Start by analyzing overall market trends and considering how competitors have positioned themselves. How does your company compare?

    To better understand customer sentiment about your brand, conduct surveys and focus groups, and use social media listening to gauge your standing among existing audiences.

    Best practices for rebranding

    Once your team has committed to rebranding, follow these best practices to ensure the process works smoothly and successfully.

    Step 1: Define your objectives

    Like other aspects of strategic marketing, effective rebranding begins with defining your objectives and ensuring they are aligned with your overall business strategy. Without clarifying what you want to achieve, it becomes impossible to reach your target.

    Step 2: Research and analysis

    Conduct research to gain a clear picture of industry trends, customer preferences and competitor strategies in your field. A SWOT analysis, detailing your strengths, weaknesses, opportunities and threats, is another useful tool to inform the next steps of your rebranding process.

    Step 3: Involve stakeholders

    Engage with employees from the beginning. Their insights can be invaluable, and fostering a sense of ownership right from the beginning will help the entire team embrace the new brand identity. If your business has been established for some time, ask loyal customers for feedback to understand their views of your brand and potential expectations from the changes.

    Related: The Strategic Guide to Successful Rebranding

    Develop a comprehensive brand strategy

    A comprehensive brand strategy is the cornerstone of an impactful rebranding exercise. Start by crafting a positioning statement that clarifies how you want to be perceived in the market. This statement will become your North Star during the rest of the process.

    With the positioning statement in place, your team can work on a marketing and communication plan. This plan outlines how you will communicate the rebrand to internal and external audiences to ensure everyone is not only kept up to date but remains engaged with the plan.

    Craft a unique brand story

    Your brand story needs to lie at the heart of all marketing messaging. Check your existing narrative to see whether it connects emotionally to your audiences and communicates both your brand values and your mission.

    Make sure your brand voice and personality are consistent across all channels and resonate with your audiences.

    Visual identity redesign

    Most rebranding processes include redesigning your visual identity. When it comes to updating your logo and other design elements, you’re looking to bring the brand’s heritage into the present to create a modern, cohesive look that reflects the brand’s essence.

    Implementation and rollout

    With all the rebranding building blocks in place, it is time to plan your launch strategy. For most brands, a phased rollout works best — this allows audiences to prepare themselves and builds excitement before the actual launch date. Both teaser campaigns and well-publicized launch events can work very effectively.

    Internally, it is important to provide employees with resources and the appropriate training to help them implement the new brand effectively and avoid the continued use of the old brand identity.

    Monitoring and evaluation

    Once your new brand identity is in circulation, it is time to monitor the effectiveness of the rebranding. Consider tracking key performance indicators (KPIs), like brand awareness and customer engagement, and compare the results to the previous identity.

    Create a feedback loop for customers and employees to simplify continuous feedback gathering. You should also be prepared to make small adjustments if necessary.

    Related: I Recently Rebranded My Entire Company — Here are 12 Strategies I Learned to Take My Brand to the Next Level

    Challenges

    Rebranding can represent a big change, especially for brands that have not changed their identity in a long time. Considering potential challenges and planning for them will help your team navigate them smoothly.

    Internal and external resistance

    Both customers and employees may be resistant to changing a much-loved brand identity. Addressing their fears and clearly communicating the reasons for the rebrand can be very effective at minimizing resistance to change.

    Financial constraints

    Rebranding can be costly. Set your budget from the beginning and ensure every step of your rebranding process is covered, including research, design, implementation and communication.

    Maintaining brand equity

    One of the most critical aspects of rebranding is maintaining existing brand equity while updating your identity. Try to honor the brand’s legacy and history while striving for a fresh look.

    Legal considerations

    Work with your legal team to ensure compliance with existing trademarks and avoid infringement issues.

    Rebranding can give your company and your brand a new lease of life. This process has the potential to attract new audiences or reignite existing customers’ enthusiasm. Following this step-by-step guide will make for a smooth and impactful rebranding process.

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    Jessica Wong

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  • Lancaster Scuba: A Family Passion for Underwater Exploration Evolves Into a Premier Destination for Divers Nationwide

    Lancaster Scuba: A Family Passion for Underwater Exploration Evolves Into a Premier Destination for Divers Nationwide

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    LANCASTER, Pa., May 10, 2024 (Newswire.com)
    –
    Lancaster Scuba, formerly known as Lancaster Scuba Center, has combined with GearUp Guide, marking an exciting new chapter in the diving community. This move consolidates the expertise and resources of Lancaster Scuba Center with the nationwide e-commerce reach of GearUp Guide, creating a single brand experience for diving enthusiasts to access top-notch gear both online and in-store, training, and travel experiences. The new brand reflects the personality, style, and influence of Johnny Walker, who has been running both former brands with his wife of 44 years, Gini Walker, since their inception. With a heritage rooted in over three decades of excellence and community in the diving world, Lancaster Scuba emerges as a leading destination for gear, dive training, and travel.

    The beginnings of Lancaster Scuba date back to 1993, when it began as Lancaster Scuba Center – a small dive shop on Greenfield Road in Lancaster, PA. The shop expanded into additional adjoining space to increase their local gear selection in 2004, leading to the robust dive shop it is today. Over the years, the brand has evolved, with a significant logo rebranding in 2008 from a helmet symbol to the wordmark logo most familiar to the diving community with the stylized “C” in scuba, representing a wave. 

    In 2012, Johnny and Gini brought their son Zach Walker into the business to spearhead innovation, and expansion into new channels. As a result, GearUp Guide was launched in 2014, to expand the business into ecommerce and a wider product offering. Zach has played a key role in pioneering Lancaster Scuba’s growth by expanding the catalog to include high-quality gear for freediving, spearfishing, and snorkeling in addition to the core offerings for scuba diving. In 2019, Zach moved into the role of CEO for the company and solidified his role leading innovation and expansion.

    The newly formed Lancaster Scuba aims to provide a seamless experience for customers, integrating both expert diving instruction and a wide selection of equipment. With the new slogan “Gear. Dive. Travel.”, the brand encapsulates its comprehensive offerings. “Gear” represents the extensive range of scuba equipment, with services that include sales, rentals, and servicing for over 15 different brands. The “Dive” component highlights the PADI certification courses for all levels, from beginner to professional, as well as specialty courses, such as Spearfishing. Finally, “Travel” showcases the dive trips they offer, ranging from local quarries to regional spots along the East Coast and tropical destinations.

    Johnny Walker, the founder of Lancaster Scuba, shared his excitement about the new chapter. “This combination allows us to offer a complete diving experience to the dive community across America, all under one brand,” he said. “Whether you need gear, training, or travel, Lancaster Scuba is here to support you at every step of your diving journey.”

    For more info, please visit https://lancasterscuba.com.

    Source: Lancaster Scuba

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  • $30 Million In Cash Stolen From L.A. Money Storage Facility

    $30 Million In Cash Stolen From L.A. Money Storage Facility

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    On the night of Easter Sunday, burglars entered the vault of a facility in San Fernando Valley where cash for businesses across the region is stored, bypassing the alarms and making off with an estimated $30 million in cash. What do you think?

    “Be on the lookout for anyone trying to buy something with cash.”

    Helen Sweeney, Rebranding Consultant

    This Week’s Most Viral News: April 5, 2024

    “By now they’ve already sold that cash on the black market.”

    Michael Deweerth, Conversation Pivoter

    “The joke will be on them when they realize money doesn’t buy happiness.”

    Gus Moen, Textiles Expert

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  • How Do You Know If You Should Rebrand? Here’s Some Advice | Entrepreneur

    How Do You Know If You Should Rebrand? Here’s Some Advice | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Should you rebrand? On average, 74% of the S&P companies rebrand within the first seven years. Rebranding is a significant endeavor that can evoke a mix of emotions for companies. It involves many variables and can be both exciting and scary. There are a lot of questions my clients have on whether or not they even need to rebrand.

    At my company, Strategic Advisor Board (SAB), we help clients through opportunity analysis and strategic planning. Sometimes in the strategic plan, we advise the clients to rebrand. If our clients are the ones who bring up wanting to rebrand, we always ask them a few key questions first:

    1. Why do you want to rebrand now?
    2. Have your clients changed?
    3. Is your brand out of date?
    4. Is your growth potential being impacted?
    5. Is your brand no longer in line with your current clients’ needs and wants?
    6. Have you outgrown your brand?
    7. Is it difficult for your clients to tell your brand apart from your competitors?
    8. Has your services or business model changed?

    The first question holds significant importance. At times, businesses consider rebranding simply because it’s been a while since they did any changes to their image. But the why behind the rebrand is what gives way to your brand strategy.

    Related: Is Rebranding the Right Move for Your Company? Here’s How I Knew It Was Time

    When rebranding, what key areas do you need to focus on?

    Brand audits are crucial for aligning your brand identity with your new brand strategy. There are three types of rebranding: brand refresh, partial branding and full branding. A brand refresh will only change a few minor elements, usually within the visual side of things.

    This could include changing a few elements in a logo and or slightly modifying the brand color palette to keep it modern. A partial rebrand would include changing some elements but not others. A full rebrand would change all elements of the brand as if you were a brand-new company. Whichever route you decide to go down, keep in mind that a brand strategy has to do with your company’s positioning in the marketplace and there needs to be a goal in mind of why the strategy is being done in the first place. These are elements of your brand you could change to suit your strategy:

    Business name

    Rebranding can include changing your business name. Start with your brand name. Does your name still connect with your audience? If you’re trying to reach a new audience, does it connect with them? A good name is unique and uses clear, easy-to-remember words. Stay away from trendy words or slang since words can change meaning over time.

    Mission and vision statements

    Do they still align with your company’s focus? Remember, a good mission statement should include a company’s ethics, values, culture and goals and it should affect how your employees and stakeholders operate. It should be clear and concise and easy to understand the first time it’s read and keep it around 1-3 sentences long. Make sure you re-evaluate your values and see if they fit with your new image. A good vision statement should include looking into the future and explaining where the company is going. Also, it should be 1-2 sentences max.

    Related: How to Rebrand Without Losing Your Search Engine Rankings

    Logo design

    I’ve included typography and brand colors in this section as they’re all a part of the visual components of your brand. Brand colors can increase brand recognition by 80%. When most small business owners start creating their brands they’re not thinking about the psychology of colors and how they play on human emotions.

    There’s a whole world behind brand the psychology of color theory and if you look at certain industries you’ll notice there are some common themes in colors. For example, in the restaurant industry, red is used in order to create an appetite. So don’t underestimate the power of brand colors in your logos! A good logo will be simple, look good on all scales, whether it’s on a business card, website or billboard, and it will evoke a sense of feeling of what the brand’s personality is like. If you’ve noticed, in most of the mentioned categories of rebranding, a common theme is simplicity. It’s no wonder that 95% of the top 100 brands in the world only use one to two colors in their logos.

    Brand voice

    Your brand voice is the personality that comes out in all of your marketing and it must be consistent in all communication you have with your clients. From your online presence to the way your employees conduct themselves within their customer service roles.

    It’s important to stay consistent. I would argue this is one of the most important parts of your brand because it’s how you directly connect to your clients. So when you’re rebranding think about if your current voice reaches a demographic you want to continue reaching, or if you want to branch out to another demographic, will they resonate with your brand personality? Maybe your current demographic has connected well to your informal voice but in order to expand to another demographic you would be better off adding a bit of humor to the mix.

    Related: Does Your Company Need A Rebrand? Here’s Why, When and How You Should Do It.

    Tagline

    Taglines aren’t necessary for your brand but they do help in creating first impressions of what your business is all about. A good tagline is short, relevant and creative and it helps with your company’s brand identity and recognition in turn setting you apart from your competitors.

    There are a lot of great reasons to rebrand, just keep in mind that your rebrand should help drive brand loyalty and engagement, create excitement, increase revenue and have a clear purpose and strategy behind it. By updating either some or all of your branding through your business name, mission and vision statements, logo, voice and tagline, you’ll be able to reach new markets, stay modern and stand out from competitors.

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    Jason Miller

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  • Why Twitter’s Rebrand to ‘X’ Might Resemble These 6 Rebranding Fails | Entrepreneur

    Why Twitter’s Rebrand to ‘X’ Might Resemble These 6 Rebranding Fails | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Rebranding is an essential marketing strategy businesses often undertake to revitalize their image, stay relevant or expand their customer base. When executed successfully, rebrands can breathe new life into a company and strengthen its position in the market.

    On Sunday, July 23, Elon Musk tweeted (soon to be referred to as xd?) that he intends to replace Twitter’s ten-year-old blue bird logo with a brand-new one that features an “X.” It’s the business tycoon’s most recent attempt to phase out Twitter’s branding, which hundreds of millions of users worldwide have grown accustomed to over the past ten years.

    Related: Twitter Is Now Officially ‘X’: ‘There’s Absolutely No Limit to This Transformation’

    Since purchasing Twitter for $44 billion in October 2022, Musk has made a series of changes in hopes of revitalizing the social media platform, including:

    • Rebuilding Twitter’s verification system by requiring new applicants to purchase a Twitter Blue subscription.
    • Laying off half of Twitter’s workforce.
    • Issuing an ultimatum to employees to commit to “extremely hardcore” work or leave.

    2023 has been nothing short of tumultuous for Twitter.

    As of mid-January, only 180,000 users in the U.S. were paying subscribers (less than 0.2% of active users), and in July, Twitter threatened to sue Meta over its new Threads app (a Twitter competitor) for allegedly “poaching” the employees Musk had laid off and gave the see above ultimatum.

    Related: 5 Signs It’s Time to Rebrand

    Perhaps most revealing of the company’s struggles has been Musk disclosing that Twitter’s ad revenue is down 59% and cash flow is negative, just eight days before the company’s rebrand to X, and a Fidelity asset manager reporting that Twitter’s value is down 66% from the original purchase price. Ad revenue for Twitter makes up 90% of the company’s revenue.

    Musk hopes that X becomes a “super app,” similar to WeChat used in China, where users can send direct messages, stream videos and send or receive payments.

    Sometimes attempts to rebrand can backfire, resulting in disastrous outcomes that leave a lasting negative impact on the brand. In this article, we explore some of the worst rebrands in history that failed to meet their objectives and, in some cases, caused irreversible damage to the brand’s reputation.

    1. New Coke fiasco (1985)

    The Coca-Cola Company’s decision to introduce “New Coke” in 1985 remains one of the most infamous rebranding disasters in history. In an attempt to combat Pepsi’s growing market share, Coca-Cola reformulated its classic beverage, claiming it would be a better-tasting version.

    However, the public’s outrage was overwhelming, with many nostalgic consumers feeling betrayed. After just a few months, the original Coca-Cola, dubbed “Coca-Cola Classic,” returned to the market due to overwhelming demand.

    Related: 5 Epic Product Fails and the Lessons They Can Teach Your Small Business

    2. Ratner’s Group name change (1991)

    In a moment of spectacular misjudgment, Gerald Ratner, the CEO of the British jewelry retailer Ratner’s Group, made a disastrous speech at an Institute of Directors conference in 1991. He referred to his own products as “total crap,” leading to a catastrophic loss of confidence in the brand.

    To distance the company from the incident, Ratner’s Group rebranded as the “Signet Group.” However, the damage was already done, and sales plummeted, leading to store closures and financial struggles.

    Related: 11 marketing blunders that hamper a startup’s growth

    3. Tropicana’s packaging disaster (2009)

    Tropicana, a renowned orange juice brand, made a critical mistake when it decided to redesign its packaging in 2009. The company abandoned its familiar orange with a straw image in favor of a minimalist design that resembled a generic store-brand product. Consumers were bewildered by the sudden change, leading to a sharp decline in sales. Realizing the blunder, Tropicana reverted to its original packaging within two months.

    4. RadioShack’s rebranding confusion (2009)

    RadioShack, a once-popular electronics retailer, attempted to reinvent itself in 2009 by dropping “Radio” from its name, becoming “The Shack.” The company aimed to portray a more modern and trendy image. Still, the move was met with widespread confusion. Customers were left uncertain about the store’s identity, and the rebrand failed to attract a new audience or revitalize sales. The struggling retailer eventually filed for bankruptcy in 2015.

    5. Gap’s logo debacle (2010)

    In 2010, the American clothing retailer Gap decided to update its iconic blue square logo, recognizable for over two decades. The new design featured a bland, generic font and a small blue square in the corner. Fans and customers immediately voiced their disapproval on social media, criticizing the lack of creativity and connection to the brand’s heritage. The backlash was so intense that Gap reverted to its original logo within just one week.

    Related: The Logo Mishaps of Giant Brands

    6. Uber’s unwelcome rebrand (2016)

    Uber, the ride-hailing giant, underwent a significant rebrand in 2016, replacing its iconic “U” logo with a circular design accompanied by the word “Uber.” However, the new logo received a lukewarm reception, with many users expressing their preference for the original logo. The company faced criticism for spending resources on a rebrand when they could have focused on addressing more pressing issues, such as driver benefits and customer safety.

    Related: The Ultimate Rebranding Checklist for Entrepreneurs

    Rebranding is a delicate process that demands careful consideration of a brand’s identity, customer base and market perception. The above examples serve as cautionary tales, reminding businesses that rebranding should never be pursued without understanding the potential consequences.

    Successful rebrands require a deep understanding of consumer sentiment, a clear vision for the future and an unwavering commitment to maintaining the essence of the brand that customers have come to trust and love.

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    Kevin Kaminyar

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  • Why You Need a Company Profile and How to Make One in 8 Steps | Entrepreneur

    Why You Need a Company Profile and How to Make One in 8 Steps | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    A company profile is like a virtual handshake that introduces your business to the world. But it’s more than just an introduction. An effective company profile can help you attract potential investors, clients, partners and employees. How?

    A well-crafted company profile highlights your company culture, values, mission statement and accomplishments while providing a clear overview of your products, services and benefits. As a result, it persuades others to engage with your business and establishes your brand’s credibility and equity over time.

    Sounds interesting? Keep reading to find out how a company profile can benefit you and how you can make a company profile that stands out and impresses all your stakeholders.

    A company profile is a document that encapsulates your business’s vital information, including its name, location, history, ownership, management team, mission statement, future objectives and products/services.

    The length and format of the profile can vary depending on its intended purpose and audience. For instance, a company profile for a website or social media platform might be shorter and more informal than one used for a funding proposal or a business plan.

    Related: Branding Your Company Helps You Attract Better Quality Talent: Seven Steps To Cultivating A Good Employer Image

    Going into further detail, here are the major reasons why crafting a company profile is beneficial for your business:

    Showcasing your culture and values

    A professional company profile highlighting a positive organizational culture and strong values can help you attract and retain like-minded investors and employees. Showing what you stand for, what you want to achieve and how you are working in that direction will surely help you get more stakeholders on board.

    Boosting your public brand image

    A well-rounded company profile can highlight your unique selling propositions and give you a competitive edge. It can also display your achievements, values and social responsibility efforts to set you apart from the competition. These factors ultimately bolster your brand image and attract more customers.

    Related: The 5 Principles You Need to Create a Magnetic Brand Image

    Supporting and guiding business growth

    A company profile is a roadmap for expanding your business operations and revenue. It can help you identify your strengths, weaknesses, opportunities and threats and set realistic and measurable objectives.

    How to create a company profile

    Now that we’ve discussed what is a company profile and why you need it, its time to make a profile that stands out and establishes your brand’s authority. Just follow these simple steps to make a company profile for your business:

    1. Determine the profile’s purpose and audience — Before you begin writing, understand why you’re creating the profile and who is the target audience. This will help you decide what to include and the tone and style to use.
    2. Collect basic company information — This includes your company name, logo, address, contact details, website URL and social media handles. You may also want to include facts or figures highlighting your size, growth or market share.
    3. Write an engaging introduction — The introduction should grab the reader’s attention and provide a brief overview of your company’s activities, mission, objectives and strengths. You can also include statistics or testimonials to support your claims.
    4. Describe your products/services with persuasive media content — Explain what you offer to your customers or clients and how you address their problems or fulfill their needs. Mention any features or benefits that set you apart from your competition. And don’t hesitate to add demos or other explainer videos where appropriate. After all, 64% of people are more likely to buy something after seeing a video on it and videos form nearly 82% of web traffic. These numbers show the unparalleled popularity and effectiveness of video content to attract attention and convince the audience.
    5. Introduce your ownership and management team — Introduce the people behind your company, such as founders, owners, partners, executives, or board members. Include their names, roles, qualifications, accomplishments and vision or values for the company.
    6. Share your company history — Engage your audience by telling the story of how your company began and how it has evolved over time. Include any milestones, challenges, achievements or awards that you have received. You can include images, videos and infographics to maximize your story’s impact, but remember to keep this part concise.
    7. State your mission statement and future objectives — Summarize your company’s purpose and direction to validate your venture’s potential and future growth. Describe the problem you aim to solve or the impact you want to make with your business. Also, remember to mention specific and realistic goals for the future.
    8. Provide contact information — Conclude your profile by offering clear and straightforward ways for the reader to get in touch with you or learn more about your company. Include your phone number, email address, website URL or social media handles.

    Inspiring company profile examples

    To spark your creativity, here are examples of well-written company profiles from various industries:

    Starbucks

    The company profile of Starbucks is truly comprehensive, encompassing its mission, history, product offerings, store ambiance and even the intriguing tale behind its name. Remarkably, they strike a balance between authenticity and grandeur. Not many coffee shops can claim a mission as lofty as “to inspire and nurture the human spirit.”

    Starbucks’ company profile is an excellent example for businesses offering everyday products, such as coffee. They have distinguished themselves from competitors by emphasizing their unique mission and values, showcasing the power of a well-crafted company profile.

    General Motors

    General Motors (GM) hardly requires an introduction, as it stands as one of the world’s oldest and most prominent automotive manufacturers. Their company profile page is a testament to their credibility and presents a comprehensive overview of the company in a sleek and stylish manner.

    The “About” page is organized into three sections: Goals, Visions and Industries Served. In addition to this, General Motors features well-crafted, informative pages on its brand story, operations, growth strategy and leadership. The prominence of the company profile as the first tab on their website underscores the importance they place on it.

    Summing up

    We saw that the company profile is a crucial document that introduces your company to various stakeholders and showcases your strengths, values and achievements. A company profile that expresses your brand’s value proposition and resonates with the audience will form a lasting positive impression.

    So, go ahead and apply this guide to make a company profile that attracts and convinces investors, employees, partners and clients alike. All the best!

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    Vikas Agrawal

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  • 4 Recession-Defeating Marketing Strategies | Entrepreneur

    4 Recession-Defeating Marketing Strategies | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    As a marketing exec (and someone who works with dozens of other marketing execs to grow their brands), I am bone-tired of hearing about marketing in a recession.

    I don’t mean to minimize the challenges we’ve all faced over the last year-plus; my team has seen them firsthand, and the fact is that consumer confidence remains low (possibly because everyone’s been hearing about recession fears for months). But I think it’s time to change the narrative and start planning for life when marketing budgets recover.

    What’s telling me it’s time? A few things.

    First, despite what you may have heard if you’re in the tech echo chamber, the world didn’t end when SVB went out of business; in fact, if you look at the last year of the New York Stock Exchange numbers, SVB looks like a pothole on the road to recovery from October 2022.

    Second, unemployment remains extremely low: 3.5% as of March 2023.

    Third, as I write this, the inflation rate in the U.S. is 4.98%, the lowest it’s been in nearly two years.

    Fourth, and this is admittedly only important to marketers, one of the most powerful ad platforms out there (Facebook) is getting its mojo back at levels approaching the pre-iOS14 days, thanks in part to the success of its AI-driven Advantage+ audience targeting.

    I am an admitted optimist, but I think combining those factors is reason enough to start planning for a rosier advertising picture. Let’s dive into exactly what that means.

    Related: Why You Should Maintain (or Even Increase) Your Marketing Budget in a Recession

    1. Optimize your immediate profit picture

    The first thing you want to do (which I would tell you in any kind of economic climate) is to get the absolute most out of your current and about-to-be customers. In other words, maximize your average cLTV (customer lifetime value).

    This might include upsells, retention strategies like membership clubs and exclusive discounts, upgraded and more frequent account check-ins, etc. Invest in learning what works to keep your customers happy and purchasing now, and you’ll build mental muscles and actual tools and processes to carry forward. (A huge bonus: you’ll get more revenue without much incremental marketing spend.)

    2. Test to find new areas you’ll be able to leverage

    The next biggest priority is to test: new strategies, new advertising channels and new functionality within existing advertising channels.

    New channels can give you lower-cost growth if you’re struggling to improve CPA (cost per acquisition) on your current channels, presumably starting with Google and Facebook.

    New features on existing channels, like the Advantage+ above on Facebook and Performance Max on Google (the jury’s still out on the latter), are extremely important to analyze now. Learning the strengths and limitations of features the major channels are doubling down on — especially those that leverage AI, which is getting more powerful by the day — is essential.

    As for strategies, leaning into AI, in general, is one I would recommend now, and that recommendation won’t change if the economy takes a downward turn. From media mix modeling to creative production (video, copy, images, etc.) at scale, AI is already providing ways to bring low-cost sophistication and depth to marketing campaigns.

    Related: The Future Founder’s Guide to Artificial Intelligence

    3. Open the top of your funnel with creative

    I still hear many marketers segment brand marketing from direct-response marketing. Still, I don’t make that distinction because you should always be marketing your brand, even in the most conversion-oriented ads. That said, this is a time to invest in storytelling — starting with tests that help you confirm or refine the messaging and creative resonating with your core audience’s needs and desires.

    After all, there’s no better time to build creativity yourself and/or on a budget. Use AI tools like Jasper, Canva, Design.ai and even ChatGPT; test a range of micro-influencers to gauge the effectiveness of styles and messaging. (By the way, don’t be surprised to learn that kids on TikTok are more effective in today’s digital landscape than the highest-paid brand marketers could be.)

    The other factor here is that good, on-brand creative can help bring new users into your purchase funnel even if they don’t buy right away. That may be an especially cost-effective ploy right now as advertisers remain hesitant to spend where they don’t see an immediate return. We’re seeing great ROI for brands willing to spend on lower-cost engagements like link clicks, which I recommend you test before competitors catch on.

    Related: 6 Proven Business Marketing Strategies to Grow During a Recession

    4. Don’t forget the fundamentals

    Even if you focus on the above and start to see immediate returns, don’t stray too far from proven strategies. Cut inefficiencies where you see them, and don’t make big investments without knowing how you’ll define or measure success. If you’re suspicious of long-term hiring commitments, even in a landscape with lots of incredible talent looking for marketing work, explore the idea of freelance or contract work to get traction before investing in full-time positions.

    Above all, keep an eye peeled for growth vehicles. Where efficiency gains have been the name of the marketing game for a few quarters now, I’m betting the ability to recognize opportunities to go on the offense is about to pay dividends.

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    Bryan Karas

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  • Why Personal Branding Matters for Entrepreneurs | Entrepreneur

    Why Personal Branding Matters for Entrepreneurs | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    As an entrepreneur, you can use your personal brand to your advantage in several ways. It’s an expression of your values, personality and unique selling proposition (USP) that can help you stand out from the competition. In the digital age we live in now, it’s important to have a strong personal brand if you want to be successful in business and stay relevant in a crowded market.

    According to studies, a person’s personal brand can significantly impact both the reputation of their employer and their career success. For example:

    • A study by LinkedIn found that professionals with a strong personal brand are more likely to be hired and promoted. The study found that “50% of professionals with a strong personal brand received interest from new employers compared to only 14% of those with a weak personal brand.”
    • A survey conducted by CareerBuilder found that “57% of employers are less likely to interview a candidate they can’t find online.” This highlights the importance of having a strong online presence and personal brand.
    • A study by Weber Shandwick found that “49% of executives believe a strong CEO personal brand is critical to their company’s overall reputation.” This highlights the importance of personal branding not only for individuals but also for the companies they represent.
    • A study by HubSpot found that “companies with a strong CEO personal brand generate 11% more shareholder return than their competitors.”

    These studies show how personal branding can affect professional success and a company’s reputation. By building a strong personal brand, entrepreneurs can set themselves apart from their competitors, gain credibility and help their businesses succeed.

    Related: How to Build a Successful Personal Brand in 5 Simple Steps

    Strategies for developing your personal brand

    To build a strong personal brand, you should spend time and energy building your brand identity, establishing your online presence, creating compelling content, networking and collaborating, being genuine and consistent, developing your leadership skills, embracing your unique point of view and asking for feedback.

    1. Define your brand identity

    The basis of your personal brand is your brand identity. Your unique selling proposition (USP), personality and values are all included. Asking yourself questions like, “What do I stand for?” will help you define your brand identity. What values do I hold? What distinguishes me from my rivals?

    Related: 4 Steps to Create a Lasting Brand Identity

    2. Establish your online presence

    In today’s digital age, building your brand online is crucial. Convey your expertise and add value to your readers’ lives by creating a website or blog. You can reach your target audience and spread your message by using social media like Instagram, Twitter and LinkedIn.

    3. Create compelling content

    With the help of content marketing, you can establish your brand and yourself as a leader in your field. Make blog posts, videos or podcasts that are interesting to your audience and showcase your expertise.

    4. Network and collaborate

    Networking and working with other people can help you build your reputation and connect with other leaders in your field. By attending conferences, joining professional groups, or participating in online communities, you can meet other business owners and grow your network.

    Related: Why Collaboration Is Essential to Entrepreneurship

    5. Be authentic and consistent

    Being honest and reliable is crucial to winning over your audience. Don’t stray too far from your brand’s identity and values in your content and messaging. Your listeners will value your sincerity and credibility highly.

    Related: Authentic Leadership: What Is It and Why is it Important?

    6. Develop your leadership skills

    Leadership skills are highly correlated with the reputation you’ve built for yourself as an entrepreneur. You can become an industry leader by inspiring and motivating your team, sharing your vision with them and making strategic decisions. Finding a mentor or coach, participating in a leadership development program, or reading material on the topic can all help you grow as a leader. Focus on improving your emotional intelligence, strategic thinking and communication skills to become a better leader and build your personal brand.

    7. Embrace your unique perspective

    Your original perspective sets you apart from other professionals in your field. Recognize the value of your unique perspective and employ it to set yourself apart. Communicate your point of view through your messages and articles.

    8. Seek feedback

    If you want to fix any flaws in your message, you need to hear what people think. Your target audience, coworkers and mentors can give you feedback that can help you build and keep your personal brand.

    If they want to succeed in business, entrepreneurs must build a solid personal brand. The time and effort you put into developing your brand identity, online presence, content creation, networking and collaboration skills, authenticity and consistency, leadership skills, a unique perspective and feedback will pay off in the form of a strong personal brand that sets you apart in your industry.

    Building a name for yourself in the business world can only help you in the long run. It’s not easy, but it’s worth it in the end. Building a solid personal brand can lead to increased professional credibility, trust and success. Using the aforementioned methods, you can establish a solid personal brand that will set you apart in your field and aid you in reaching your objectives.

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    Martin Rowinski

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  • The Art of Engagement: How Brands Can Use Interactive Content to Drive Customer Participation and Loyalty | Entrepreneur

    The Art of Engagement: How Brands Can Use Interactive Content to Drive Customer Participation and Loyalty | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Marketing has become a billion-dollar business across the United States. Statistics show that companies spent more than $250 billion on marketing services in 2021 and nearly the same amount on media advertising.

    Does that mean that brands need a substantial marketing budget to stand out from their competition? Not necessarily. By using interactive content, businesses of any size can increase campaign participation, customer engagement, and loyalty. Neither requires extensive budgetary commitments.

    Why engagement matters

    Thousands of brand messages are presented to American consumers every day, but only a few capture their attention and establish a connection. Creating this connection is the key to standing out from the competition and generating sales, revenue, and growth.

    To connect with a brand, customers need to engage with it. Driving engagement has become so important in sales and marketing that ‘engagement marketing’ has become a subdiscipline of marketing as a whole.

    Engagement marketing aims to trigger an interaction between a customer and a brand. A simple way to think of these interactions is to imagine a conversation between the customer and the brand they are interested in. In the context of digital marketing, that conversation could be initiated by clicking a link, reacting to a post, commenting, or sharing content.

    To understand the impact of engagement, it helps to compare the level of involvement on the consumer’s side to the limited engagement generated by traditional forms of marketing. Take traditional TV advertising, for example. A consumer may have watched and loved a commercial, but there are few options to engage with the brand. The viewer may decide to purchase the product instantly or visit a website shown in that commercial, but there is no direct opportunity to engage with the brand and build a bond before purchasing.

    The same lack of engagement opportunities used to make it harder to inspire long-term consumer loyalty. Of course, brands could send direct mail to customers to remind them of existing products. But again, there were few options to create a true exchange between brands and consumers.

    Related: 5 Ways to Build Killer Relationships With Customers

    How digital marketing channels support engagement

    Digital marketing has vastly increased the opportunities brands have to connect with their audiences by facilitating the use of truly interactive marketing strategies and tactics. Interactive marketing tactics focus on driving engagement by using visuals or videos that entice the audience to react to the content.

    Interactive content not only aims to stimulate a reaction in its audiences, but marketers also want their audiences to share those reactions. Sharing that reaction is effectively the start of a conversation between consumers and brands.

    Just like conversations between two people, conversations between customers and brands are more memorable than a simple nod or a quick hello exchanged between two people in passing. When it comes to making a purchase decision, that brand is far more likely to be at the front of the consumer’s mind than any other brand. As a result, your brand’s chances of making a sale are better, revenue increases and the business grows.

    But engagement marketing is about more than driving one-off purchases. Continued engagement between consumers and brands is also the key to creating long-term relationships and building customer loyalty.

    Loyal customers are more likely to make repeat purchases without additional marketing. They may also recommend a brand to family members, friends, and colleagues. These recommendations can generate substantial growth for any brand.

    Customer loyalty matters most when a problem occurs. Perhaps a product breaks or a service is temporarily disrupted. When that happens, long-term, loyal customers tend to be more understanding based on their existing brand experience. Brands can use the initial problem and turn it into another engagement opportunity by resolving the issue quickly.

    Related: 7 Excellent Reasons to Focus on Employee Engagement

    Maximizing engagement through interactive content

    Developing interactive content does not need to be high in cost or difficult. Some of the most effective tactics are easily accessible to small businesses and fledgling brands. These tactics include:

    • Polls, quizzes and surveys: most people love participating in quizzes and polls, and social media platforms like Instagram have made it easy to create simple polls and integrate them into content like reels and videos. Quizzes are another excellent option to engage your audience, and they allow you to share details about your product or service without appearing pushy.
    • Interactive videos: how can you make videos interactive? The simplest way to create engagement is to end videos or reels with a question or a call to action. However, using slightly more sophisticated software, marketers can integrate multiple-choice questions for viewers to answer directly on the screen.
    • Interactive blog posts: maintaining reader engagement can be tricky, especially if blog posts are longer. To make them more interactive, add clickable or expandable graphics and images. Making those graphics downloadable allows users to take something valuable away. Asking questions throughout and at the end of a blog can also drive engagement.
    • Personalized content: personalized content works especially well for eCommerce businesses. Asking customers if they are still interested in items in an abandoned cart, for example, is a great way of showing that the business cares about each individual purchase.

    Related: Work From Home: How Companies Need to Build Their Strategies and Maximize Productivity

    Conclusion

    Today’s consumers are surrounded by more advertising and marketing messages than ever before. To stand out, businesses need to engage prospective and existing customers through interactive content marketing tactics. Customizing content to drive engagement is cost-effective and, therefore, accessible to businesses of any size. Brands benefit from increased sales and revenue as well as long-term customer loyalty, all of which help drive sustainable business growth for years to come.

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    Jessica Wong

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  • 3 Risks That Come With Rebranding — and How to Overcome Them | Entrepreneur

    3 Risks That Come With Rebranding — and How to Overcome Them | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Rebranding is not an effort to take lightly. There’s no shortage of brands that got the wrong kind of attention after changing up their logo (remember Airbnb?) or their name (hello, Meta).

    And while a healthy dose of fear is a good thing going into a rebrand (to keep from embarking on the effort frivolously), it shouldn’t paralyze you from making much-needed decisions or taking confident action either.

    Having just recently rebranded ourselves, complete with a new logo and a new name, trust me … I get it. Here are some of the biggest risks we faced during the process and the ways we got around them in the end.

    Related: Does Your Company Need A Rebrand? Here’s Why, When and How You Should Do It.

    Risk: Loss of brand equity

    This is a common one, even for companies that have only been around for a short time. Losing what little recognition you’ve achieved feels like a huge void. Customers need re-educating. Employees need retraining. It’s by far the greatest risk you’ll face.

    In our situation, the risk was twofold. We had spent the last few years acquiring a number of other companies in the relationship-marketing space to build an integrated full-stack solution. That meant we were rebranding not only the name of the umbrella company that acquired all these brands, but we had to reposition each of them individually under the new, combined entity.

    The first part wasn’t so hard, since the umbrella company doing the buying wasn’t a strong brand to begin with. It was just a placeholder as we built our strategy through acquisitions. So, changing from CM Group to Marigold wasn’t a huge risk.

    Far more challenging was how to reposition the multiple companies underneath it — each with its own customers, employees and existing marketing and messaging in the field. In particular, the employees of each company were tied both professionally and emotionally to those brands, and upsetting that carries its own risks.

    Our solution was to keep the names of those solutions but reposition them as services offered by the parent brand Marigold — “Cheetah Digital by Marigold” or “Sailthru by Marigold,” for instance.

    This “endorser strategy” allowed us to keep all the familiarity and brand equity each service has gained over the years but present them in a new light as part of a suite of services that are even more valuable when offered together — greater than the sum of their parts — and promote Marigold in the process.

    Related: 4 Tips for Launching a Successful Rebrand

    Risk: Upsetting company culture

    Let’s face it, a rebrand is a disruption to the day-to-day business of running a company. Those most affected are often not involved in the decisions made about the brand either. So, employee confusion, resistance and resentment are very real fears.

    We were highly sensitive to this fact given the number of companies we had acquired. We didn’t just combine different technologies and services through the process, we acquired different cultures, leadership teams and histories.

    But part of blending different companies under one banner is the need to establish a new culture that all can share. Again, we needed to create something that was more than just the sum of its parts. It had to retain everything that existed before, as well as add something new and useful to all.

    In short, it shouldn’t feel so much like a change as a natural evolution.

    We did this by communicating the rebranding strategy to all parties before launching externally. This was done in thoughtful stages to ensure the right employees were informed and consulted at the right phase of the process. While, of course, what resulted likely didn’t reflect the opinions and expectations of everyone, we felt it was important that all were heard, valued and informed.

    Then we evangelized it company-wide, using the process to bring together these formerly disparate teams into a new common ground.

    Related: Important Lessons I Learned From a Rebrand

    Risk: Alienating customers

    Changing the name or functionality of a product or service that customers use is kind of like rearranging the furniture in their house without asking. So, when you make the big reveal, you want a positive reaction. We decided to notify our customer base about the branding changes before the press release went out. That way, they heard it from us and not a surprise in the press.

    As part of this process, it’s critical when the new brand is unveiled that you emphasize all the ways this new development will help THEM. Remember, a rebrand is not about fancy new logos or juiced-up marketing language. It’s about establishing an idea and an expectation with the people who will make or break your business. If you’re not rebranding with the customer first, it’s a massive risk.

    Our goal was to use the rebranding effort not just to reintroduce our company and services, but to really use the rebrand as a way to hit reset on the entire industry we serve. Why did we acquire all these companies and integrate their functionality under one banner? Because the business of marketing has changed fundamentally, and a new kind of relationship-marketing solution is needed to support it adequately.

    Make your rebrand less about you or what you want from the industry, and instead make it about the unique value you bring to your customers, moving forward like you’re rebranding an entire industry. Set the tone. Change the narrative. Define the space you operate in, and emerge as the new leader by default.

    So, yes … rebranding is risky. But given the right set of market forces and company evolutions, not rebranding can be even more so. As long as you’re honest with yourself about your intentions and use rebranding to solve the problems both you and your customers share, it’ll likely have a positive result for all.

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    Michelena Howl

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  • 3 Ways AI is Changing How Startups Build Their Brand | Entrepreneur

    3 Ways AI is Changing How Startups Build Their Brand | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    In the competitive world of startups, big and small players are constantly looking for ways to innovate by working smarter and faster. With ChatGPT’s recent launch and many other AI-based software solutions, startups now have access to increasingly intelligent tools for a myriad of content, public relations and marketing use cases. However, when building a reputable brand that their audience can trust, understand and relate to, many startups are missing the mark.

    In this article, we will explore three ways in which AI can be used to not merely push out content but curate a branding strategy that deeply resonates with your potential customers, investors and overall audience.

    Related: Branding Is Indispensable. Are You Using It to Your Advantage?

    1. Automating customer and audience feedback

    One of the most important key indicators of business success, and frankly, the only metric that truly matters, is the feedback received directly from your target audience. Many startups have this approach backward and build their branding strategy based on what they think their market wants rather than listening to their market first. A key strategy to ensure success in 2023 and beyond is to automate ways to gather feedback and key insights from your target audience.

    There are many tools to do this, but the most important key is deciding which questions you need to ask before choosing a tool. To do this, come up with just 3-5 crucial questions that relate to the following foundational business fundamentals: the main problem your audience is facing, why they believe they are facing this problem, and the main solution or desired result they want to achieve.

    From here, you can then use an email or text automation tool to send these questions via a form to gather as much feedback as possible from your audience. This will allow you to uncover data and key insights that you will likely find crucial to use in your marketing campaigns, content creation and various PR efforts.

    Related: 3 Simple Steps to Automate Your Content Marketing

    2. Deploying data-driven copywriting

    This step relates and relies heavily on step one above because copywriting is only effective if the messaging resonates highly with your target audience. By automating your audience feedback in step one, you now have the insights to base your copywriting on. It is important to know that although this will allow your copywriting to be effective, it is not the end of the process. You must consistently track all the metrics from your content and copywriting efforts to receive further feedback on which stories, topics, and even headlines perform the best.

    Iteration is the name of the game here, and the best startups know this. By tracking which type of content performs the best, you can double down on what’s working and cull out what isn’t. This will put you leagues ahead of your competition, who doesn’t know what resonates with the market.

    Finding a message that resonates is fundamental in any successful marketing, content or public relations strategy and is the only predictor of new customers. Leverage this knowledge to iterate and improve your message until it sounds like music to your audience’s ears. Ignore this step; all your marketing efforts will invoke static noise, fall short and even annoy your audience.

    3. Honing in on customer personalization

    One of the biggest trends in startup branding today is personalization. AI enables startups to personalize their brand experiences for each customer, making building strong, long-lasting relationships with their target market easier. For example, AI can analyze customer data to determine their preferences and offer personalized recommendations. This not only enhances the customer experience but also helps to build a stronger brand relationship.

    The key with this technique and the others is to keep your focus on your customers, not your competitors or external distractions. The best quote relating to this principle is from Jeff Bezos, who stated that “The most important single thing is to focus obsessively on the customer. Our goal is to be earth’s most customer-centric company.”

    Related: Branding Is More Than an Accessory: It’s the Foundation of Any Business

    If you focus obsessively on the customer and leverage AI to personalize their experience to a degree that they are absolutely delighted, you will easily dominate your competitors. The last thing you want to achieve is to come across as everybody else, boring your customer base and forcing their business elsewhere.

    AI is changing the branding game for startups in a big way that will only accelerate exponentially as we continue into 2023. By leveraging audience feedback automation, data-driven copywriting and customer personalization, startups can build a stronger brand, stand out in a crowded market, and solidify their roles as leaders.

    Lastly, it is vital to remember that using these techniques without an obsessive focus on the customer will defeat most, if not all, of the innovation AI provides. It is the startup that will use AI in combination with the fundamental principle of customer focus that will prevail.

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    Jaxon Parrott

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  • 6 Powerful Brand Storytelling Tips For Marketers | Entrepreneur

    6 Powerful Brand Storytelling Tips For Marketers | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    Storytelling is a powerful tool that marketers use to engage their target audience and create a connection between the brand and the customer. In today’s fast-paced world, it’s becoming increasingly important for brands to stand out from the crowd and capture the attention of potential customers.

    Research has shown that stories impact the brain more than dry, straightforward information. A good brand story captures customers’ attention and creates an emotional connection that stays with them long after the initial interaction. In this article, we will dive deeper into the world of brand storytelling and share six powerful tips for marketers to create compelling stories that will impact your bottom line.

    1. Know your target audience

    Before you start telling your brand story, it’s important to know who your target audience is. Understanding demographics such as age, gender, location and income will help you tailor your brand story to your target audience’s interests and needs. It’s also essential to identify the customers’ needs and desires and what they seek in a brand. This information can be gathered through market research and surveys.

    Once you clearly understand your target audience, it’s time to create a hook that will grab their attention. A hook is a sentence or two that will make people want to know more about your story. For example, if you’re a fitness brand, your hook might be, “Are you tired of feeling sluggish and unmotivated? Discover how our workout program can transform your life”.

    Related: 6 Ways to Get Customers Hooked and Raving About Your Brand

    2. Create a compelling story

    A compelling story is essential for engaging your target audience and creating an emotional connection. Your brand story should be unique and stand out from your competitors. A good story has a structure with a beginning, middle and end. It should also have a clear and concise message that is easy to understand.

    Some key elements of a compelling brand story include its origin story, mission and values and what sets it apart from its competitors. You should also include real-life examples and customer testimonials to give your story credibility and make it more relatable. People are more likely to connect with a story they can relate to.

    Consider using characters in your brand story that your target audience can identify with. For example, if you’re a travel brand, your story might revolve around a young couple seeking adventure and seeking an escape from their busy lives.

    3. Use emotional storytelling

    Emotions play a powerful role in brand storytelling. They create an emotional connection between the customer and the brand that is much more powerful than just a simple transaction. By tapping into the emotions of your target audience, you can create a story that resonates with them and stays with them long after the initial interaction.

    Examples of emotional storytelling include telling a personal story about the brand founder, highlighting how the brand has helped customers in the past and showcasing the brand’s impact on the community.

    Related: 5 Ways to Get to the Heart of Emotional Marketing

    4. Utilize visual storytelling

    Images and visuals are an important part of telling your brand story. They can help bring your story to life and make it more memorable. Use images that are powerful, emotional and relevant to your story. For instance, if you’re a food brand, you might use images of fresh, healthy ingredients and happy families eating together.

    There are several types of visual storytelling that you can use, including infographics, videos, images and illustrations. When using visual storytelling, it’s important to ensure that the visuals are high-quality and relevant to your brand story. You should also ensure the visuals complement the story and not overpower it.

    5. Inspire action with your story

    Stories are not just about capturing your audience’s attention; they’re also about inspiring them to take action. Whether you want to drive sales, encourage sign-ups or promote a particular cause, the key is to make your story actionable.

    • Communicate your call to action: Your story should have a clear and compelling call to action that inspires your audience to take action.
    • Show the benefits of taking action: Highlight the benefits of taking action, whether improving their life, solving a problem or experiencing something new.
    • Make it easy to take action: Make it easy for your audience to take action by providing clear instructions, links and other resources.

    6. Incorporate storytelling into your marketing strategy

    Once you have created your brand story, it’s essential to incorporate it into your marketing strategy. This can be done by integrating storytelling into your campaigns, such as email marketing, social media and advertising. It’s also important to measure the success of your storytelling efforts to ensure that they resonate with your target audience. This can be done by tracking engagement, shares and conversions.

    Continuously refining your storytelling strategy is also important to ensure it stays relevant and engaging for your target audience. This can be done by regularly conducting market research, tracking metrics and making tweaks to your story as needed. People are more likely to share stories that they can connect with and that impact them. Ensure your brand story is shareable by making it easy for people to share on social media and other channels. Encourage your audience to share your story by including a call-to-action in your story.

    Related: How to Use Storytelling to Sell Your Brand and Vision

    Remember, the most important aspect of brand storytelling is to be authentic to your brand’s values and mission. This will ensure your story resonates with your target audience and creates a lasting impression.

    These tips will help you create a powerful brand story that connects with your target audience and differentiates you from your competitors. Remember to reflect your brand values and not be afraid to take a stand on what is important to your brand. Good luck with your brand storytelling journey!

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    Murali Nethi

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  • Franke+Fiorella Wins GDUSA American Graphic Design Award™ for Friends & Co Branding and Identity Design

    Franke+Fiorella Wins GDUSA American Graphic Design Award™ for Friends & Co Branding and Identity Design

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    Press Release
    –

    Dec 8, 2022


    MINNEAPOLIS, December 8, 2022 (Newswire.com)
    –
    Minneapolis-based branding agency Franke+Fiorella announces that its work for Friends & Co is being recognized as one of the “most effective and engaging graphic communications of the year” in Graphic Design USA’s 2022 American Graphic Design Awards competition. Chosen from less than 10 percent of 10,000+ entries, it’s part of a select group of work being celebrated.

    “It’s always an honor to be recognized by our peers,” said creative director, Craig Franke. “While winning awards is never an objective on our design briefs, we (and our clients) do enjoy the accolades when they come our way!”

    You can learn more about the rebranding of Friends & Co here: https://frankefiorella.com/work/friends-co-brand-identity.

    About Franke+Fiorella

    Franke+Fiorella is a leading branding agency specializing in brand strategy, identity design and rebranding for B2B and B2C brands in education, health care, agribusiness and manufacturing. Founded in Minneapolis in 1993 by Craig Franke and Deb Fiorella, Franke+Fiorella offers clients significant value through their expertise in building brands that drive revenue and growth.  For more information, call 612.338.1700, email deb@frankefiorella.com or visit www.frankefiorella.com.

    About Friends & Co

    Friends & Co has served older adults in Minnesota for over 50 years, fostering meaningful connections for older adults. Friends & Co offers a quick drop-in chat line, phone companionship, and visiting companionship services, something for everyone. 

    Whatever you choose, Friends & Co is the place to be. At Friends & Co, our purpose is to create meaningful connections that enrich people’s lives and provide a sense of belonging that nourishes all of us, which is a fundamental human need. Learn more at https://friendsco.org.

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    Source: Franke+Fiorella

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