test

Leverage agile frameworks to provide a robust synopsis for high level overviews. Iterative approaches to corporate strategy foster collaborative thinking to further the overall value proposition. Organically grow the holistic world view of disruptive innovation via workplace diversity and empowerment.

Bring to the table win-win survival strategies to ensure proactive domination. At the end of the day, going forward, a new normal that has evolved from generation X is on the runway heading towards a streamlined cloud solution. User generated content in real-time will have multiple touchpoints for offshoring.

Capitalize on low hanging fruit to identify a ballpark value added activity to beta test. Override the digital divide with additional clickthroughs from DevOps. Nanotechnology immersion along the information highway will close the loop on focusing solely on the bottom line.

Why branding leads to a 23% bottom line increase in revenue

Your brand is a form of relationship management

According to Demand Metric, branding leads to a bottom line increase in revenue between 10 and 23%. The key driver is consistency within the marketplace which leads to recognition, trust, and ultimately more uptake. The underlying factor is that customers feel like they ‘own’ the brand – they align themselves with it and are proud of it.

Although branding can seem superficial when starting a small business, growing a loyal customer base is something that ensures that your business thrives. As an online marketing services company, we have seen that the more recognisable your business, the easier it is to grow and keep your customers. 

What’s the key behind an iconic brand vs one you can’t remember?  

  • Recognisable logo at any size (think bus vs  facebook icon) 
  • A brand has values that clients know 
  • A strong  brand communicates with their ideal clients
  • A brilliant brand is memorable and clearly articulated
  • A great brand has personality; eg. sexy, strong, futuristic, courageous

What is in a logo? 

1. A Simple logo is essential 

The art of making a logo is quite complex, because it needs to be simple yet memorable. Think of the Nike ‘tick’ and Apple’s latest silver Apple. They are simple icons, and each image is entirely recognisable and unmistakable. 

“The easier it is to process things, the more we like those things” – Jonah Berger 

For example, most of us know the Nike tick. It’s known as a ‘swoosh’, it evokes speed and wings (Nike is the messenger of the gods and has shoes with wings on them). It’s so simple, yet with trademarking it is unique. 

If you’re wondering how simple your logo needs to be, imagine that it fits inside a circle, to proliferate your company’s presence on social media. 

Examples of eye catching brands that stand out globally 

2. Your Logo Must Evolve With Your Brand 

This is one of the biggest disconnects in business. When a business does not continuously convey their brand effectively to their clients, usually because it is too complex, the brand will fail to be memorable. Although there are a few brands who have successfully complex iconography, those tiny details are progressively getting lost on devices and in icon and favicon form. Evolution of the logo and the brand together is key. 

The evolution of the Apple logo shows the story of the clients the business served and the progression from niche to global. As the business grew from a local ‘apple off the tree’ to a far reaching brand of several products with future forward thinking, so the apple went from being a painting, to a friendly tree hugging rainbow to being a futuristic, minimalist and yet still (to my eye) a friendly icon. 

Apple has gone through quite a long birthing period, where the brand has moved consistently towards futuristic, more iconic iconography. Alongside this brand development is the evolution from build it yourself personal desktop computers to the product that now carries a distinctive ‘i’ pronoun. 

You can see the evolution of the design as techniques evolved, and as Apple itself embraced its place in the future of technology.

3. Is your Logo Memorable?

Can you take one look at your logo and remember the details? Can someone who hasn’t seen it before tell you what your logo looked like after one quick glance? Ideally that’s what you want. 

Think of the largest logo brands in the world, they have personality, yet they are simple and elegant. 

This gets even more obvious in the fashion industry and the car industry. Just take a look at how clean fashion brands are, often they are black and white and there is an extreme kind of simplicity, an aesthetic. While some brands hold a higher level of complexity visually, for example Versace and Burberry, the full brand is often replaced with just the name.

The same goes for car logos, which translate into silver ornaments or fixtures. I have a VW and just like Apple, Volkswagen has undergone a several stage transition from the early days until now. Of course, this brand has been around for a lot longer than Apple, yet it seems the transitions are remarkably similar. At first we have a complicated symbol, which progressively gets more simplified then finally takes on a slightly 3D look to become a future forward brand.

While we can’t predict the future of brand iconography, being driven by a simple colour palette or distinctive shape is key to customer recognition. 

4. Is Your Logo Remarkable?

“If you’re an established brand, you may not want a remarkable logo. But if you’re a startup, you need to take a little more risk.” says Berger. 

This means having a logo that is strong – and in today’s world that means you can see it in the icon on social media for maximum benefit. Now just think how tiny that little square is on Facebook on your phone – to nail that you’ve got to be pretty clear about what you offer and how to encapsulate it in just a small ‘swoosh’ or ‘apple’ or ‘polo rider’. Even some of the major fashion brands have logos that are too complicated for today’s fast paced world, and so they revert to the word only to gain meaning. For example Versace reduces from the logo above to a simpler form – either the name or just the V. 

 

5. Market testing.

Jonah Berger, author of Contagious Things Catch suggests that market testing even for a logo is key. “Don’t just trust your gut when designing a logo”, Berger says. Do market research. Hway to test various logo designs is to put out a survey on a service such as Amazon’s Mechanical Turk.

“We could throw up a quick study for an entrepreneur for $10 and, within a day, get a lot of feedback from different people about how heavy or light, fast or slow a logo would be,” Berger says. 

Given that you already have a following, or at least a sympathetic group of contacts, you can also ‘market test’ through social media on your Facebook, Instagram or Linkedin profiles. I’d recommend having some final versions, perhaps the last two or three variations before you ask the public. It’s actually relatively clear most of the time which logo people prefer. If you have more than four options, and a lot of ideas, this can lead to more confusion than clarity. My tip is to ensure a simple set of variations; for example a different colour palette or slightly different font. 

6. Considerations on Logo Concept Direction.

Logos come in two basic forms: abstract symbols (like the apple in Apple Computer) or logotypes, a stylised rendition of your company’s name. You can also use a combination of both. 

Alan Siegel, former chairman of Siegel+Gale, a design firm specialising in corporate identity, warns that promoting an abstract symbol can prove very costly for a small business on a budget. In addition, he says, such logos are harder to remember. 

“A logotype or word mark is much easier to recall,” says Siegel. “If you use an abstract symbol, always use it in connection with your business name.”

7. Finding a Logo Designer

Trying to create a logo on your own may seem like the best way to avoid the high costs of going to a professional design firm, which will charge thousands for a logo alone. However, be aware that there are a lot of independent designers who charge much less. 

According to Stan Evenson, founder of Evenson Design Group, “Entrepreneurs on a tight budget should shop around for a designer, but don’t hire someone because of their bargain price. Find a designer who’s familiar with your field and your competition. If the cost still seems exorbitant, remember that a good logo should last at least ten years. If you look at the amortization of that cost over a ten-year period, it doesn’t seem so bad.”

Final Advice – Make Sure Your Brand Translates  

Even if you have a good eye for color and a sense of what you want your branding and logo to look like, we recommend that you consult a professional design firm, like ourselves. 

You’ll need to have certain items – the logo in vector form (.png, .tiff, .ai) not just .jpg or .png. You’ll need your CMYK, RGB and Hex values for each colour, so that your logo doesn’t change colour when it’s printed or used in on a Tshirt, car or website. 

A trained designer will know whether or not a logo design will transfer easily into print or onto a sign, while you might come up with a beautiful design that can’t be transferred or would cost too much to be printed. 

Your logo is the foundation for all your promotional materials, so this is one area where spending a little more now really pays off later. 

As a digital marketing company based in Melbourne, Australia, we offer logo design packages that are designed to give you the basics, then we add brand guidelines and further elements as the brand grows.

Resources 

Entrepreneur.com https://www.entrepreneur.com/article/241956 

Jonah Berger https://www.amazon.com/Contagious-Things-Catch-Jonah-Berger/dp/1451686587 

Demand Metric The Impact of Brand Consistency Benchmark Report 2016

How do you ensure your online marketing is squarely focussed on a return on your investment?

An online marketing services company often focuses on pay per click or lead generation, which works only while the ad runs and the ad spend keeps clicking over.

The real value of digital marketing lies in seeing the digital reach  and digital footprint grow as a whole, developing authority and brand capital. This is often through a multi-channel approach and includes cross pollination and strategy across business units, such as marketing, production, sales and finances.

Read more

Scaling to Succession

TGI Cargo Case Study

Building a Brand From the Ground Up

Peter Townley had run Townley International for many years, scaling to a $27 million turnover in that time and back again as his needs dictated. The business faced a number of current challenges in 2019.
Peter wanted to turn his thriving business into one that he can potentially step away from or step back from in 5-10 years. A few months after we first spoke his website failed completely, leaving him with no online presence.
Before
After

Brand Capital Solutions

Together we brainstormed and created TGI Cargo – a brand that stepped forward from being about the Townley name. We’ve also created TGI Project Cargo and TGI Ships Agency to compliment specific offerings.
Before
After
Sister Brand

Rebranding Key Components

The key to creating a new logo is in honouring the old but updating the brand so that it will present well in the future. RGB colours that compliment the vibrancy of social platforms and on screen viewing, plus a print ready palette in CMYK for physical assets. Hex colours are also needed to compliment brand use across digital assets.

How the TGI logo was developed

The font is deliberately italic, to show a forward motion, enhanced by the arrow, which has a compass effect to symbolise the global nature of TGI. The colour palette mirrors the sky and oceans that TGI cargo traverses. Blue also signifies trust, and grey shows strength, two of the key components of TGI. This story is outlined in the brand guide, so that anyone using the brand assets knows both which colours to use and why they matter.

Colour Swatches

The colour palette for the TGI Cargo Brand is vibrant and strong. This combination was chosen to evoke trust across air and water; reminding us of the movement of air freight and sea freight.
Pantone 286 C
HEX #264482
CMYK: 100, 79, 16, 3
RGB: 44, 68, 130
Pantone 299 C
HEX #4D9EDA
CMYK: 80, 16, 0, 0
RGB: 77, 158, 218
Pantone 2767 C
HEX #252D4A
CMYK: 100, 86, 41, 41
RGB: 37, 45, 74
Pantone 3015 C
HEX #1C6395
CMYK: 100, 51, 18, 6
RGB: 28, 99, 149

Digital Footprint Asset Creation

We then developed the digital footprint through a new website and social platforms; Linkedin, Facebook and Instagram. We also showed Peter the power of small videos on LinkedIn, on which has begun to see over 1,000 views regularly.
By deep diving into the business, we’ve created the vision statement, market dominating position, sales brochures and scripts, clarified the client avatars and helped give TGI prominence in the market.

Building a Future Proof Business Team

As a business that helps others succeed, it’s not enough to just deliver on regular content. While we create the assets for digital capital and lead generation, growth takes time and people power; it often takes a new way of thinking. We’ve also introduced TGI to strategic C-suite partnerships and high level videographers, which have elevated the brand presence and scaled the business internally.

TGI Marketing Results

Within TGI, sales have doubled in the past 12 months and will scale further. New team members, further automation and email delivery will help TGI deliver the next phase of their development.

We created the TGI vision, marketing strategy, defined their USPs and their market dominating position statements. We deliver 45 posts per month on socials, have gained 5 local #1 SEO rankings and some national SEO rankings. We have assisted in video creation, ongoing on and offline collateral and further web and automation development.

We will be there partnering with TGI to help Peter to achieve his goals and step back or out in 5 -10 years, maybe sooner.

New Digital Assets Delivered

Ongoing Service

Offline Branded Assets

TGI Marketing Case Study Feedback

What does Peter have to say?

We develop digital assets behind the scenes with our team of 140. We always employ a high level of QA and due diligence before we deliver to the client for feedback.

Peter often replies with a lot of enthusiasm and approves our content the first time he sees it, which is the best possible outcome for everyone.

Business Owner Feedback

Here’s how Peter responded to our request for feedback recently.
I was not a fan of digital marketing, due to the negative nature of Facebook, Twitter etc. Coming from the old school of doing print media, I was reticent to change, but since working with Emma and the team that has changed. Our reach is much more direct.
We have been working with the team for over a year
Sales are picking up primarily due to our business facelift and digital reach.
We view doing business differently. Looking at how to gain more leverage through the digital platform, has allowed TGI to meet clients in a warm call sense and not a cold call.
Emma’s knowledge of the digital marketing arena is excellent, her approach is she takes ownership and gives excellent and concise advice. She and the team research thoroughly before giving marketing advice. Emma and the team are very committed to your success.
I am certainly a new convert to digital marketing as the results are coming. I have also learnt more in 12 months than I ever did with print media and have more leads than print media. Digital marketing is more on trend. We plan to use it to our advantage.
Yes. She is an excellent media partner, and also a great person. Her success comes from her diligent work, and our success is due to what she and the team has been able to provide.
Emma and the team are thorough, but also she is not a “yes” person. If Emma does not agree with a concept or idea, she will go down the path of explanation and give a better solution.

I am an expert in my field and Emma is an expert in her field of digital marketing. I would highly recommend any business small, medium or large, talking with Emma as I really think she has the key to great success in the digital platform.
Thanks Emma. You are the best.
Peter Townley
TGI Case Study

Feedback from the C Suite Team

Hey Emma,

I have been reviewing the website as part of my process around establishing a framework for us to support Peter in achieving his plan for himself and TGI Cargo and wanted to say that I think you have done a fantastic job working with Peter on the TGI Cargo website.

It is really comprehensive, well designed and comprehensive in describing the business what it does and how it is different. Love your work and look forward to continuing to work together – really good to see the excellence of a collaborator.

All the best
Adam

Unsolicited feedback 22nd July 2020
We support determined mature business owners who want brand capital that showcases their business for maximum growth or sale. Our digital team of over 140 people is their powerhouse for SEO, SMM, SEM, Websites, Branding and Copywriting.

Should you have any questions about how we can assist your business, please reach out.
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