13 Ways To Update Your Brand Without Changing Everything

Whether a business is updating a marketing strategy or simply trying to keep up with modern sentiment, sometimes a company needs to refresh its brand a little. But while change can be good, a business might not want to do a complete overhaul—especially if the organization lacks the resources to do so, or if its existing brand is well-established and popular.

As experienced agency leaders, the members of Forbes Agency Council know how to successfully brand and rebrand businesses. Below, they share 13 ways a company can refresh its image across platforms without risking its established brand equity.

13 Ways to update your brand

1. Communicate Changes With Your Audience

The fear of rebranding whether large or small comes with the brand equity you’ve built with your audience. If you’re very active in communicating with your audience and customers on your journey, a small or large rebrand will not dissuade them in following your mission—they will stand excited and supportive. Your brand relationship with your audience and customer will allow changes to be made easily. – Tony Pec, Y Not You Media

2. Repackage Your Product, Service Or Knowledge

You can add a little sizzle to the agency in a number of ways. Create an information product that can be sold or given away online. Create a new software tool that supports your company and solves issues for your clients. Create and hold a live event. Write a book teaching things that you specialize in. Interview other specialists that benefit your clients in a podcast. – Breynan Hammons, Innvio

3. Find Ways To Connect To New Markets

As brands age, so does their target market. Brands find themselves stagnant because they have failed to remain relevant and evolve into new generations of consumers. Brands need to remember that equity is based on the perception of their target market. If a brand does a good job and understands and evolves with its consumers, it will remain relevant and “fresh” without the need to rebrand. – Revecka Jallad, DIVISA

4. Launch A New Campaign

Just like a beautifully executed haircut, you can easily give your branding a fresh look without making huge changes. We do this with new campaigns. There are a few ways to approach this, but right now, you should start with an idea that demonstrates your greatest values as an organization. Remember, public relations is about building relationships and creatively giving people things to share. – Jennifer von Stauffenberg, Olive Creative Strategies

5. Audit Your Existing Content To Enhance Your Brand Voice

A complete rebrand can be costly. Uplift your brand without the commitment of a complete overhaul by enhancing your brand’s voice. The key to success is a distinctive voice that is consistent in all aspects of your brand. This change will require an audit of your content and communications channels to ensure your new brand voice is positioned to connect with your external audiences. – Ana Miller, A2 Communications Group

6. Actively Engage In Conversation With Your Customer

If you want to raise brand equity without the risk of a rebrand, talk more. Actively engage in a two-sided public conversation with your customer. Social media has made this near-effortless. Extol your values, priorities, humor and brand by being an active member of the community you are trying to grow. You don’t always need a new logo; your customer needs to know you. – Kirk Westwood, Glass River Media

7. Rethink Your Content Strategy

An effective way to shift how your target audience views your brand is to re-tool your content strategy to focus on the intersection between your brand values and what’s important to the end-user. So consider re-aligning, re-interpreting and re-strategizing how your brand guidelines, personality and tone apply to your communication channels, including emails, blogs, social media, video and visuals. – Carey Kirkpatrick, CKP

8. Make Small Changes That Don’t Detract From Your Core Message

A little goes a long way. A facelift can be done by updating color scheme, images and messaging while still staying on brand so you don’t lose the core message or competency. – Jessica Hawthorne-Castro, Hawthorne LLC

9. Create Foundational Messaging And A Consistent Story

A brand needs a consistent story to feel cohesive and streamlined. It’s less challenging to introduce clear storytelling as a sort of refresh—identifying the concepts and stories that your brand stands for is a great way to create a sense of freshness while keeping the same style and brand aesthetic. – Lynne Golodner, Your People LLC

10. A/B Test Your New Messaging

We don’t know what we don’t know. Create your new message and A/B test. If it works, use it. Always study your data, as the story is in the data. I have seen many big agencies sabotage this by creating a “wow” factor for the client, but it fails miserably. – Qamar Zaman, KISSPR.COM

11. Aim To Better-Align Your Image With Core Brand Facets

Giving a brand a fresh new look doesn’t have to have anything to do with the core of what the brand is. The company’s vision, mission and values don’t change. In fact, any facelift should be done with the goal in mind to better align a brand’s image with these core facets. – Dmitrii Kustov, Regex SEO

12. Add A New Marketing Element Or Channel

When you feel that your brand could use some refreshing, try adding something new to your marketing. For example, if you only have corporate LinkedIn and Twitter, add Instagram and YouTube. Or slightly change the direction with your video content strategy by filming something you’ve never done before. Customers’ tastes are dynamic and unpredictable; just don’t be afraid to experiment. – Solomon Thimothy, OneIMS

13. Keep It Simple

There are a lot of tactics a brand can implement without a full redesign. If brand equity exists, a brand can refresh by introducing secondary visual elements to their identity—complementary colors, new patterns or illustrations, updated photography styles, and so on. Even very minor adjustments such as correcting technical aspects of a symbol or word mark can give a brand the boost it needs. – Tripp Donnelly, REQ

What Marketers Need to Know About Neuromarketing

Neuromarketing

Author:  Kaya Ismail with Jessica Hawthorne-Castro

Original Publication: CMSWire 

Date Published: September 25, 2018

NeuromarketingPersonalization is now a fundamental feature of any good customer experience. For instance, 84 percent of customers say being treated like a person, not a number, is very important to winning their business. In other words, customers expect brands to remember their names and preferences throughout their customer journey. But marketers have found that when it comes to gathering all that data, conventional methods like web forms, interviews, focus groups, and surveys provide insights into consumer preferences, but they’re usually lacking in accuracy.

Due to the complex nature of the human brain, it has been known for consumers to conceal — perhaps subconsciously — their true preferences and opinions. This has proven true in voice of the customer (VOC) campaigns where brands have attempted to gauge consumer happiness and gather feedback, only to find that customers sometimes gave answers that contradicted their actual behavior.

It’s a question of psychology — as well as a question of context. Maybe you’re talking to a relatively happy customer who’s had an awful, tiring day, and is, therefore, less forgiving of your services at that moment. That’s just one way the human mind can work against marketers trying to gather data, which is why neuromarketing is such an interesting prospect.

What is Neuromarketing, And How Does It Work?

Neuromarketing is a marketing technique that utilizes the application of neuroscience to attain a more accurate reading of consumer behavior. Typical neuromarketing activities include direct use of brain imaging, scanning or other brain activity measurement technology to observe a consumer’s response to certain elements of the product, including packaging, advertising, and other marketing elements. “Neuromarketing is a technique used to improve the effectiveness of marketing efforts by studying the psychology of a company’s consumer base. The goal is to better understand your customers and how your marketing will have an effect on them by tracking their brain activity,” said Jonathan Rosenfeld, Account Executive at Boca Raton FL.-based ScribbleLive.

Kellogg Insights reported that the neuromarketing industry is estimated to be worth around $2 billion — which shows that many brands are taking this data collection method seriously.

PepsiCo’s potato chip brand Frito-Lay is one brand that used neuromarketing to test their products, packaging, and commercials. They discovered that the matte beige packaging picturing potatoes and other healthy ingredients didn’t trigger any activity in the brain that associated with feelings of guilt as much as the shiny bags with pictures of the final product. Based on these findings, Frito-Lay promptly switched from the shiny packaging to the matte beige one.

Bob Clary, Director of Marketing at Lafayette, CO.-based DevelopIntelligence, explained how PepsiCo may have carried out their research. According to Clary, human brain activity can be measured by either functional magnetic resonance imaging (fMRI) or electroencephalography (EEG). “fMRI uses a magnet to measure the brain’s blood flow, allowing examiners to access the brain’s “pleasure center” and measuring responses to different audio and visual cues. EEG uses electrodes to measure the electrical waves produced by the brain, which allow examiners to track emotions like sadness, excitement, and anger when exposed to different audio and visual cues,” Clary said.

What are the Advantages of Neuromarketing?

Neuromarketing focuses on the subconscious mind, which is a lot less bias than the conscious mind, according to Jessica Hawthorne-Castro, CEO at Los Angeles-based Hawthorne. Hawthorne-Castro explained the many advantages that neuromarketing enjoys over traditional customer insight acquisition methods. “Conventional marketing methods like surveys, focus groups and observation all have value, but they do have limitations. Consumers are biased, even when they aren’t trying to be. The subconscious mind processes much more information at a quicker pace than the conscious mind, so appealing to consumers based on neuroscience principals offers the ability for marketers to achieve better results,” she said.

Devin Pickell, Content Marketing Specialist at Chicago-based G2 Crowd, added to Hawthorne-Castro’s point by describing how neuromarketing provides a “perspective that quantifies traditional marketing approaches. It gives concrete information to how we, as humans, process information, rather than through the psychological perspective that marketing originally developed from.”

Rosenfeld added that brands can use neuromarketing when, “deciding on new brand guidelines, packaging, prototyping and their overall messaging strategy in advertising.” He also shared that by using the data gleaned from neuromarketing marketers can, “get more out of their marketing efforts as it will be tailored to the emotions of the audience it is received by.”

What Are The Limitations of Neuromarketing?

Conversely, Rosenfeld noted that, while neuromarketing does have its advantages, the operating costs can get “very high”, especially if you plan on using fMRI to monitor the brain activity of consumers.

Pickell also agreed, “Just like any other research method, neuromarketing can quickly eat up monetary resources because of the need for very specialized equipment and research methods.”

Naturally, as with any other technology, the prices for purchasing, leasing, or operating these technologies will eventually fall, making neuromarketing an accessible strategy for medium and perhaps one day small businesses. But the limitations don’t end there.

In addition to the high costs, Rosenfeld mentioned the difficulties in finding the “right personnel” to carry out these studies as another major limitation. “It is imperative that the staff assigned to this initiative possess both a deep understanding of psychology and the human brain as well as marketing as a discipline.”

 

Four Best Practices For Successful, Responsive Media Campaigns

Four Best Practices For Successful, Responsive Media Campaigns

Author: Jessica Hawthorne-Castro for Forbes Agency Council

Original Publication: Forbes

Date Published: September 12, 2018

It’s getting harder for brand advertisers to earn market share with traditional media approaches. At the same time, targeting consumers and business-to-business customers can also be difficult.Four Best Practices For Successful, Responsive Media Campaigns

What’s needed is accountable media that scales to the client’s needs, uses data-driven campaigns, capitalizes on advanced technologies, is performance-based and can be measured. It sounds like a challenge, but it can be done with these four best practices in mind.

1. Strike the perfect balance.

Traditional media agencies are making significant strides to offer stronger, integrated solutions to marketers. Offline and online should work together. Traditional TV, radio and linear audience measurement can deliver the right scale to meet a marketer’s specific campaign requirements, and then you can target local markets with digital and social media platforms.

We’re also seeing connected TV, native ads, over-the-top (OTT) services and mobile-friendly subscription programming having a significant surge in opportunity for brands. Those channels and devices that offer targeted programming to their subscribers and viewers will be sought by advertisers who are looking to deliver customized content to their customers.

Don’t overlook the power of local media activation, either. While the use of local media has become significantly more complicated, fragmented and concentrated for select campaign categories, it still remains relevant and recommended for drive-to-retail campaigns. As consumers continue to expect more personalization, local marketing should continue to be a focus, as brands need to exceed the level of service customers want in a one-to-one relationship.

2. Use data to its full potential.

Marketers today have put a substantial emphasis on data and analytics in campaign strategy and execution. The injection of data science and data as a strategic differentiator has changed the relationships among brands, agencies and media — and data and analytics are paramount to campaign success.

So, how much data is enough and are we using data correctly? Simply providing standard or baseline attribution methodology is not enough. You need data that is statistical and provides a great measurement of response to a media channel: not just why they responded, but also the neuroscience principles that triggered a response and how many times the viewer saw a message before responding. This will provide a better understanding of the kind of impact social engagement has in influencing their consumer habits.

It’s important that you can gather all of this data in a way that provides clear, in-depth insights. It should be matched to all media buys for greater visibility as to who a customer is so campaign optimization can happen in weeks, not months or years. Most marketers don’t have an exact profile of their customers. They have a primary and secondary demographic. The goal of data science technology should be to strengthen customer profiles to match all media.

3. Take advantage of trackable media.

Direct response TV (DRTV) offers greater customer targeting and segmentation across all channels. It also uses data to drive broader customer engagement, leverage customized content and create a clear path to action. DRTV initiatives are not “remnant” strategies; they include targeted media across strategic stations and dayparts at a fraction of the general advertising media costs. This enables greater flexibility of booking and optimizing media for the most creative lengths and, more importantly, the ability to clear at optimum levels based on campaign key performance indicator (KPI) goals.

Finally, DRTV’s call to action has expanded to include many different channels and devices — a must-have in today’s multichannel world. DRTV’s highlights include DRTV messaging and content that can be customized for specific buyer personas across all channels and devices and combines a strong data component.

While still a few years away before widespread adoption, brands should also be investigating and planning for the ATSC 3.0 standard. This technology is already being trialed, and it supports personalized content, including targeted advertising for sub-DMA or even household-level campaigns. And it can support a new form of first-party audience data that broadcasters can bring to the measurement of their audiences.

4. Measure across all platforms.

To know whether a campaign is achieving its goals and delivering real return on investment, you have to measure. And that measurement needs to span cross-platform campaigns. To ensure a successful, responsive media campaign, focus on multitouch attribution. Cross-screen attribution methodologies are driven by the use of device ID matching across addressable, connected TV homes to develop cross-device advertising and measurement tracking.

Mobile data is also used to attribute and append mobile response interactions with other device responses to identify customer data habits and enhance experiences. Soon, consumers will be engaging with all their linear and video content through mobile technology and being served bundled, subscription programming packages based on individual customer preference.

With multitouch attribution, you use mixed media modeling and ingest first-party customer data layered with second- and third-party data. This can provide a 360-degree analytic view that connects brands with their customers to gain deeper insights. The optimization of cross-screen attribution allows marketers to fine-tune creative content advertising by channel and device, as well as identify attribution insights that drive media optimization for e-commerce and drive-to-retail campaigns.