Posts Tagged ‘branding’

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Studies show that businesses should incorporate purpose and meaningful messaging into their branding strategies

Gone are the days when branding was limited to simply promoting a product or a business.

Today, companies are increasingly being challenged to incorporate a meaningful purpose into their marketing and advertising campaigns.

According to research, 75 percent of consumershere and abroad – expect businesses to contribute to their personal wellbeing and quality of life, while 84 percent expect brands to provide content that entertains, tells stories, provides solutions and creates experiences and events.

Purpose is especially important when marketing to millennials, 71 percent of whom say they’re partial to brands that implement environmental and social change into their campaigns.

A new biometric research report from Porter Novelli/Cone, published earlier this week, goes even further in suggesting that purposeful content should lead the narrative of your business.

“Purpose ignites physical and emotional responses: Purpose-driven advertisements were more effective in two-out-of-three brand categories tested, with higher levels of attention, emotion and arousal from these advertisements overall,” the study found.

In other words, businesses that are searching for ways to build – and maintain – customer loyalty would be wise to focus on purposeful messaging that supports, for example, responsible business practices, a charity or a social cause. 

Purpose builds deeper bonds

Other key findings in the report suggested that purpose builds deeper bonds.

A whopping 79 percent of Americans, noted the study, said they feel a deeper and more personal connection to companies with values aligned with their own. Moreover, respondents said they’d be more likely to feel better about brands with meaningful messages.

And that’s not all: “Purpose inspires brand advocates and amplification,” research showed.

After viewing purpose-driven advertisements, those who were surveyed also said they’d be more likely to talk about the advertisement and the brand with friends and family and share and discuss the advertisement on social media.

Perhaps the biggest takeaway, though, is this: Nearly 73 percent of respondents said that given the current social and political climate, they feel an urgency to support social issues, while 76 percent noted that businesses dedicated to addressing social and environmental issues helps them feel like they’re doing their part.

About the study

The research combined an online study of more than 1,000 American adults with the results of biometrics testing among a select group of respondents.

It measured facial, heart rate and skin conductance impulses that captured levels of emotion, attention and arousal/stimulation upon viewing a randomized set of advertisements.

Respondents viewed two ads from the same brand: a Purpose-driven advertisement (e.g., support of a social issue, responsible business practice) and an advertisement focusing on the functional attributes of the product (e.g., performance, features or specifications).

The research found that purpose-driven messaging has a greater ability to capture the physical and emotional attention of respondents compared to functional narratives.


Real Estate Corner
The rental market is heating up—and move-in incentives are few and far between

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If you’re exploring the rental market, it may be time to lower your expectations when it comes to landlord discounts, gift cards or complimentary amenities, writes Diana Olick, real estate correspondent at CNBC.com

As the rental market heats up and home ownership cools, rent prices are rising and freebies are falling out of favor.

Listings on HotPads, Zillow’s rental website, that mention at least one concession are down nearly 30 percent from the same time last year, and just one in 100 rental listings currently show any kind of move-in special.

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Three smart tips that businesses should incorporate into their branding campaigns

No matter the size, mission, strength or success of your business, brand-building strategies are necessary components to building trust, establishing relationships and strengthening awareness.

But like everything else, branding practices are constantly evolving, and it’s important to stay ahead of the curve and understand what your future branding strategies should entail.

To help, here are three best-practice branding trends that need to be on your radar:

Be human: Technology is wonderful for increasing brand recognition, and you should embrace it. But don’t forego human interaction.

At a time when trust is precariously fragile, it’s vital for businesses to establish human bonds. Strive to engage with your clients beyond social media platforms and your website.

Be trustworthy problem-solvers, aim for empathy, be an expert in your field, share knowledge and insights and recognize that emotional, face-to-face communication tips the trust scale in your favor.

Be authentic and transparent: When your business opens its curtain and provides public visibility, it shows that you’re authentic and transparent.

And clients and customers rank transparency above just about everything else. In fact, a Sprout Social Report released in 2018 showed that 86 percentof Americans believe transparency from businesses is more important than ever before.

Additionally, 73 percentof consumers are willing to pay more for products that guarantee total transparency. The numbers don’t lie.

Businesses need to account for the public’s increasing demands for transparency and develop practices and processes that convey honesty and truth.

Soul is the key to content: A compelling narrative that connects with your target audience is key to telling your story, and a story without soul falls down the rabbit hole.

When creating branding content, it’s all too easy to focus solely on promoting a product or service, but falling into that formula potentially robs businesses of cultivating relationships and providing meaningful value. When you tell the story of your brand, aim to be enthusiastic, inspiring and passionate—and don’t be afraid to show some emotion. It’s good for the soul, and it speaks to your human side.


Real Estate Corner
Mortgage rates remain on solid ground for the third week in a row

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While global trade disputes continue to shake up the financial markets, mortgage rates are holding steady.

According to the latest data released by Freddie Mac, the 30-year fixed-rate average dipped to 4.07 percent with an average 0.5 point.

The 15-year fixed-rate average slid to 3.53 percent with an average 0.4 point. Meanwhile, the five-year adjustable rate average inched to 3.66 percent with an average 0.4 point. 

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Intellectual Property: Value & Pitfalls

It can be helpful to have a baseline understanding of what intellectual property is; and how it can benefit you and your agency.

Intellectual property comes in many forms. Your company logo is intellectual property. So is the name of your agency, any tag lines you’ve developed and consistently use to identify your company, your color schemes, if you have any – and content you’ve originated, like your website’s copy.

The good news about intellectual property is that it clearly identifies and separates you from your competitors. What can be a challenge, however, is challenges to your right to use your agency’s name or logo – if another entity takes issue with the use and raises the question of your right to its use.

IP lawyers know the ins-and-outs of intellectual property, but it can be helpful to have a baseline understanding of (a) what intellectual property is; and (b) how it can benefit you and your agency. The World Intellectual Property Organization (WIPO) is a helpful website dedicated to intellectual property issues.


Real Estate Corner
Zillow or Redfin?

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Who hasn’t stopped, looked up addresses (including one’s own) – to determine what a property is worth, how it compares to similar properties and whether or not professionals involved in appraisals really know what they’re doing?

As Zillow and similar sights today embrace the added option of selling a property and eliminating real estate brokers’ commissions, the conversation about accuracy is a fast and furious trending topic.

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What is earned media management?

And why’s it important to the success of your business?

There’s a better way to boost brand awareness that doesn’t involve paid marketing, namely advancing your public relations efforts using earned media management as part of your key messaging and storytelling strategies.

Earned media management is focusing on journalists, influencers and consumers to promote your brand through word-of-mouth, news coverage, shares on Facebook, retweets on Twitter, and website comments and feedback. It’s publicity that’s created by a third party – and it’s free.

And while it’s not rocket science, engagement is key, as is creating compelling, relevant and informative content for your brand – stories, posts and tweets that are share-worthy.

And building online relationships with your core audience is vital, as those are the people who will help you expand your reach. 

Between 25 and 40 percent of website traffic and lead generation results from earned media, and consumers, journalists and influencers who share messaging on social networks can potentially reach thousands – even millions – of people.

Earned media strategies

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If you are just hoping that people will publish or share your great content, well, that’s like stepping up to the plate without a bat.

Advance your communications efforts with earned media management

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The need for change is driven by the fact that brands need to diversify their media mix to include more earned media.


Real Estate Corner:
The rising popularity of moving to secondary cities

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Second-tier cities and their suburbs are making inroads in the real estate market. Millennials, Gen Xers and baby boomers are all shifting their buying habits to include secondary cities.

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What is “Branding” & Why’s It Important?

None of the rules are anchored in stone

Think of a product or products that you gravitate toward. Maybe you like Nikes better than New Balance. Maybe a Dodge product means superior quality in automotive craftsmanship.

Think of a product or products that you gravitate toward. Maybe you like Nikes better than New Balance. Maybe a Dodge product means superior quality in automotive craftsmanship.

Do you know why (and how) you draw the conclusions you do? Do you understand what made you choose your last purchase over competitors’

Branding helped you choose. Branding is why “Band-Aid” brand is so recognizable (though there are plenty of other adhesive bandages to choose from). There are too many soda options to list here, but pretty much everyone on the planet knows what Coca Cola is, and their sales continue to stay strong.

Branding your agency is critical. It does not have to cost a lot of time or money, but it does require some thought and intention. Here’s a bit on branding in 2019. No one writes the rules and none of the rules are anchored in stone. But being mindful of what to consider when branding your agency – which is the public’s perception of you – helps you hit the branding bullseye.

6 brand strategies for small businesses

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The key steps involved in brand building are to make your brand memorable and to maintain consistency.

5 start-up branding trends to watch for

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Brands are putting effort into connecting with audiences in a meaningful way. Each of these five trends is all about appealing to your target audience as a way to find success.


Real Estate Corner:
Revisiting the real estate outlook

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Millennials and the “affordable Southeast” are driving forces in the 2019 real estate market, says the Wharton Business School at the University of Pennsylvania.

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