Image is vital to a brand, but for it to be effective, it must reflect what is inside. Your visual brand image (logo, colors, fonts, etc.) is but one element of building a solid identity, but when it resonates with your audience and spurs them to action, you have a recipe for success.  

Sometimes, brands can become lazy and trapped in cycle of denial. Logos become dated — colors become passé. Looking inward will help you put forward the best representation of your brand to your audience. Ask this question: How well do you know yourself?

Make note of

UPDATE YOUR BRAND

Have you ever heard of someone wanting to update their brand?

It seems to be a buzzword in today’s culture, however there is a misconception on what that actually means. To many people, updating their brand means changing their logo or re-doing their website. It really goes much deeper than that.

Michael Eisner once said, “a brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” A brand is the entire experience that people have with your organization and as such, it is a definitively strategic endeavor.

There

Can advertising make you smarter? It’s not a trick question. Advertising is expensive and where that budget goes is determined by ROI metrics. But that media spend should be generating more for you than just results. What you learn from digital advertising can be as valuable as what a campaign accomplishes. Win or lose, each campaign should improve your odds of winning next time. Best of all, it doesn’t cost any more to learn, but it does require some intentionality and effort.

Here are 5 ways that your digital advertising can make you smarter:

1. Discovery of New Audiences

Don’t Let Me-Search Drive Your Creative

We’ve all done it.  We have looked at a creative piece designed for our organization and said something like, “I just don’t like that shade of orange” or “I don’t like that font” or “Really… black text on a bright yellow sheet of paper… that is just plain ugly (unless you are a Steelers fan… but I digress).”  

What we have done is allowed our own personal opinions get in the way of creating the best possible piece. Me-search instead of research.

That ugly bright yellow paper with black text might grate against anyone’s design sensibilities, but studies show that

Stop, Collaborate, and Listen

While that phrase may take you back to 1990 with Hypercolor shirts and Saved By the Bell (you are welcome for your earworm of the day), there are actually some keys that you can apply when working on a project that keeps you spinning your wheels.

Stop
When you are not sure if you are heading in the right direction, often times the best thing to do is stop and evaluate what it is that you are trying to accomplish.  Often we get caught up in trying to do things the quickest way, but we are not doing it