I can neither confirm nor deny it was around “the holidays”, but more than three wise men… many more than three wise men (and women) actually, have recommended that a pragmatic, holistic and integrated brand marketing approach will be paramount for most organizations to thrive in 2015.
I’d add to this that getting a head start on your marketing plan—so that your “do’s” actually have time to do what they’re intended to do—is equally wise.
So to help get you on your way, here are 5 cheerful brand marketing tips sure to brighten your brand success in 2015:
1. Update Your Logo & Brand Guidelines
A stylish logo can make you feel confident and proud of your corporate identity. Has your brand gone through a name change or business model shift? Was your logo designed more than five years ago? And did a professional design it? If any of these points hit a nerve, then consider updating your logo. A brand facelift may not be necessary. But a design tweak, some color changes (updated pantones), a new font—sometimes very minor adjustments to your brand identity can totally modernize its appeal.
2. Content Audit and Content Strategy
Content is King. Yes, you’ve heard that before. However, it is as true today as it has ever been. In the age of Inbound Marketing, also known as Content Marketing, what content we generate, how it is positioned, how and where and why we publish it—all mission critical. If you are unsure of how your organization stacks up, you might want to consider a content audit.
The value in a content audit is determining the gap between what content you have, and what content you need, to better reach your [website] goals and help your users/customers.
Furthermore, results of a content audit are key to creating a content strategy and establishing the governance needed to keep content fresh throughout your delivery channels and meeting your organizational goals. This includes determining where and how users access content, identifying gaps and opportunities, and then writing brand-focused, accurate, meaningful, and actionable content that informs and engages the audience. Essentially, the content strategy helps you answer the following questions for your company:
- What are we trying to achieve?
- What content do we own?
- What content are we missing?
- How should we present our content?
- Where is our content best delivered?
- How do we make it all happen?
- How do we stay organized?
- What’s coming up that we need content for?
- How do we know what content is the right content?
An output of the content strategy is a recommended content plan (aka a “content playbook”) that supports your business goals, represents your brand/story, and ensures consistency across all delivery channels.
3. Website Redesign
As marketers, we should all be consistently updating our websites, weaving our stories and engaging our audiences with new content. However, about every three years or so (on average) it is wise to consider a full website redesign. If you are unsure one way or another, here are a few telltale signs that it might be time to redesign your website:
- Your site isn’t optimized for mobile access, or “responsive” (i.e., it doesn’t look good or function well on tablets or handheld devices)
- It’s difficult to update and manage your content (CMS issues)
- Some functions or features on your site no longer get used… or even work
- Your site/pages takes a long time to load
- Site traffic is painfully low
- Your site is not showing up well in organic search results (SEO issues)
- The copyright year in your site footer is a few years old (bad)
- Your website just feels antiquated (a dated look and feel)
- Your website isn’t converting visitors into leads and customers
4. Motion Graphics
In this era of digital bells and whistles, when so much emphasis is put on user experience, a lifeless, lackluster brand experience can leave potential customers simply uninterested. Have you considered putting a slide show on your home page? Would the value and benefits of your products and services be better demonstrated with 2D, 3D, or 4D graphics? Would an interactive infographic help tell your story? Motion graphics can help captivate, inspire, and even entertain your users. A perfect holiday gift for your audience at the holidays; motion graphics!
5. Social Media Presence
One size definitely doesn’t fit all in social media marketing, but as a general rule, a healthy blend of “The Big 5” (LinkedIn, Twitter, Facebook, Google+, and YouTube) will serve your brand marketing strategy very well.
- LinkedIn: networking, prospecting, promoting, staffing
- Twitter: having conversations with your customers, sharing, learning
- Facebook: brand awareness, identity, marketing (check out Red Bull & Coca-Cola)
- Google+: relationships, networking, SEO, social proof, content marketing
- YouTube: show (not tell), educate, demonstrate, entertain, SEO (Google owns YouTube)
(This not to exclude or devalue channels such as Instagram, Pinterest, SlideShare Tumblr, Flickr, and others that are quite powerful for many brands.)
Talk to us. What’s on your brand marketing wish list this holiday season? Happy Holidays!
About Tim Reeder (Alumni)
Tim served as a Senior Account Executive at Liquid Interactive. Tim brought over 15 years of interactive marketing experience, focused primarily on defining digital media strategies for many well-known B2C and B2B brands.