• August 21, 2015

    8 Reasons to To Update your Brand Identity

    8 Reasons to To Update your Brand Identity

    When you start a new business, it can be tough thinking of just the right name for the company and style of Corporate ID. Sometimes it’s rushed – and yet you’re stuck with it for a long time.

    And so after time, sometimes its no longer suitable – it’s just not fit for purpose any more – or maybe not even that – it just doesn’t look fresh any more.  You feel like it doesn’t represent what your company has become.

    Here are 10 popular and worthwhile reasons for rebranding:

    1 – It looks dated

    Design styles change rapidly, so it’s obvious to spot a logo produced in early 2000s – if you want your company to appear modern, it’s the first place to start

    2 – Your services have changed

    If you logo includes any specific icons and you have changed your offering or they’re no longer relevant, you may be able to get away with a small update.

    3 – Business name has changed

    This is very obvious! But you may not just want to just adapt the old logo and ID to the new name – it’s a great opportunity for a new approach.

    4 – Need to update your slogan

    Often you’ll have a slogan to accompany your logo – that further explains your business offer in a short meaningful way. And over time this offer may change – so you can just tweak part of the Logo identity without an overhaul.

    5 – Your target audience has changed

    The tone of the logo can change how people perceive you – for example the same writing can be designed in a fun and happy way – or in a more corporate

    6 – It’s too fiddly

    Intricate details in design are nice – but they don’t have much place in a logo. You need to it work as black and white, small, large – everything, and be recognisable as a shape.

    7 – You designed it yourself

    If you have a little experience in design, a homemade logo could be ok, but a professional eye can always take what you’ve done and improve it – for both legibility and versatility

    And making sure it actually appeals to your customers.. Not just your friends and family

    8 – You need square, long & icons versions

    With so many social accounts, all needing different logo sizes and banner images – some need small square images, others need 1000px wide banner images!

    It can be daunting task to make sure that your branding looks good, whatever the size and shape.

    But It’s worth getting your brand right at all opportunities – and so having a logo and slogan that fits each instance should be a priority.

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  • August 17, 2015

    A 2015 Guide to B2B Visual Content Marketing

    Throughout the buying cycle – B2B is getting more visual – no doubt. No longer is it down to just lengthy text based proposals and text websites to win deals and get ahead in marketing.

    There’s been a shift in sharing and online, it’s no longer limited to B2C brands.

    Studies from last year – particularly an in depth study from Demand Gen – have shown B2B buyers are sharing blog posts frequently, along with infographics and videos more and more.

    Peer referrals is still a very persuasive tool for marketers and are a high value channel for B2B so this type of online content sharing fits perfectly – and amplifies their peer reach.

    Infographics

    Infographics are a simple and increasingly popular way for a researcher or buyer to access a lot of information quickly.

    In 2014, 39% of B2B buyers identified that they share infographics on social media frequently – so it’s obviously worth looking into.

    Basically, It’s an easy to way to digest what could be complicated information – in a fun visual style.

    You can build and design these for free, but for that extra wow factor, there are plenty of companies who will do it for you – on basically any topic and any design.

    Video

    Video content has been continually on the rise for years – and this report from Demand Gen shows that during 2014 -2015 its popularity has not slowed down one bit – particularly for B2B – with an 8% increase last year.

    It’s the most effective way to show a consistent and easy to absorb message to a wide variety of people.

    It’s also so versatile – you can film, have animation, show news – anything. So customers needn’t spend ages reading long text pages on your site again – they can take in the information in, in a fun and memorable way.

    Video is particular helpful if your business is quite complex (as B2B often is!) As it’s the perfect medium for showing the abstract or complicated information in engaging, rich way.

    Presentations

    Presentations gives the users interactive element online – so they are able to learn at their own pace. And like any good visual content – they’re very easy to embed on your site and share with others.

    Slideshare is a great example of this growth – it’s simply a presentation hosting and sharing site – but year on year it’s becoming more popular – with a 7% increase in usage last year.

    Producing a presentation is relatively simple, if you start with a good design template and content, so amplifying your message and establishing credibility with a site like Slideshare is invaluable for B2B.

    White Papers

    White papers are still used by B2B buyers and specifiers to research topics before making a decision or even enquire.

    They are a great way of showing an depth information on a particular subject, and really educating the audience, but incorporated within great design, making it simple to read and absorb the knowledge.

    While they are text heavy, they often use a combination of charts, text and images – to make the user experience really rich.

    So although they are more geared towards text – importance is going more and more on great design and graphics – which makes it much more readable and enjoyable.

    Images and Photos

    Simply using more still images will make an impact – to accompany blog posts or product pages.

    They don’t always need to be as complicated as an infographic, a photograph or illustration will still have an effect.

    Within a blog post, an image every 350 is considered most effective according to Quick Sprout.

    It breaks the text up , and makes it easier to read in bite size chunks – take in the info, see a nice relevant image, then back to reading.

    Simply, It makes your blog more readable.

    Summary

    As a B2B Marketer – you need to cover a wide range of platforms and content types – and harness all of these and reach as many customers as possible.

    It’s worth having a team member who has real design skills as well as business knowledge – or contracting out the work to a professional company.

    It’s definitely a bigger job than you think producing all of this original content.

    However, this work far outweighs the downside – leaving your business to text only content only – you will soon be left behind.

    As always we welcome your comments – how do you plan to include and produce more visual content into your 2015 marketing strategy?

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  • August 12, 2015

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