Employer Branding vs. Consumer Branding: Strategies to boost your business

When you think of branding, you probably envision your organization’s top values and mission statement, logo and design colors, and the value you deliver to your clients or customers. That’s consumer branding, and it’s a big part of what makes or breaks a company. But there’s another important facet to branding you may not have considered: employer branding.

So what is employer branding? Put simply, it’s the way your company is perceived by potential new employees. Your company culture, the missions or causes you support, your authenticity, and your values are all contributing factors to your employer brand.

With these strategies we share, you’ll build a reputation as a respected, forward-thinking organization that’s also top-notch place to work.

What Is Employer Branding?

Employer branding gives you the ability to shape your company’s reputation into an authentic, mission-driven brand that potential new hires can trust. Employer branding isn’t something you can establish once and forget about; managing your organization’s reputation is a long-term commitment that requires intentionality and an alignment of your company’s values with its internal culture and outward appearance.

SHRM reports that the most successful companies have three goals for their employer brands: “helping employees internalize the company’s values, achieving a reputation as an employer of choice, and recruiting and retaining employees.”

We’ve homed in on the consumer branding strategies that can help your organization achieve these goals with your employer brand. With these employer branding and recruitment best practices, you’ll be well on your way to having a favorable reputation and attracting talented job seekers to your company.

Consumer Branding Strategies that Boost Your Employer Brand

Know your target audience

You’d never dream of launching a consumer brand campaign without knowing exactly who your target buyer is, right? It’s impossible to appeal to everyone, and trying will only lead to failure.

The same holds true for employer branding, according to James Ellis in a recent CareerArc webinar. He points out that brand perceptions are “individually understood,” meaning that different people will have different opinions of your brand. In employer recruitment, your job is to answer the question “Why should I work for you?” for the job seekers who are the best fit for your organization—and that means getting specific about your audience.

Build awareness of your employer brand

No one is going to buy anything from you if they don’t know you exist, which is why most sales funnels begin with the awareness phase. In this stage of consumer branding, your goal is to reach out to an expanded audience and get your brand in front of them in a way that creates a positive perception and generates awareness of who you are.

The same principle holds for employer branding. Your ideal employees might not be your target consumer, so they may have never heard your company’s name before! Others will be familiar with your organization as a consumer but have never considered you as a potential employer.

Authentic opinions from people who have personal experience working at your company will hold more weight than more official information channels.

That standout content with strong on-page SEO will serve you even better when your company shares it via social media and uses it to stay top-of-mind for potential recruits by getting them on your email list. Hubspot reports that 76 percent of people use their Facebook feeds to find interesting content, making it a prime spot for you to build awareness of your employer brand.

Of course, Facebook’s rapid algorithm changes mean that it’s crucial to be able to raise awareness directly through email marketing, as users are twice as likely to sign up for your email list as they are to interact with you on Facebook! Using these tried-and-true digital marketing strategies to raise awareness of your consumer brand will also help you spread the word about your organization as an employer brand with a strong company mission.

Harness the power of social proof

Word of mouth, social media comments, and testimonials can all have a big impact on your company’s reputation with consumers in traditional branding. These and other avenues of social proof can also make or break your reputation as an employer. Remember, the public perception of your brand is your employer brand. It matters what consumers think of your workplace!

Authentic opinions from people who have personal experience working at your company hold more weight than more official information channels, like a paid ad promoting a job opening on LinkedIn. Encourage your employees to share their work stories on the social platforms they’re already using. An Instagram story showcasing the company picnic or a funny Snapchat of the marketing department decked out for the annual ugly sweater contest offers genuine proof that your organization instills a culture that leaves room for employees to express themselves and have fun on the job.

Employer Branding: The Future of Recruitment

The consumer branding strategies you’ve relied on for years can help you develop an employer brand with a reputation that stands out from the crowd. Employer branding is your key to enhancing your organization’s reputation among potential new hires and attracting the highest-quality candidates.

One of the foundational steps of employer branding and recruitment is making the most of SEO best practices. Learn how to use SEO to optimize your careers page.



You Are Branding Yourself As A Manager Every Day!

You brand yourself every day by what you attend to, how you treat your employees, your level of self-control, your managerial style, your approach to decision making and your communication skills.

The image shown here describes a hierarchy of corporate values that could apply also to personal branding – being nice, being human, being useful.

Branding is what sets you apart, differentiates you from other managers in your organization and industry.

Branding has a lot to do with association.  We associate courageous leadership and commitment to justice with Nelson Mandela –  just as we associate quality with the Mercedes Benz car.

Personal branding is built up over time and we are often unconscious of it as managers (we have lots of other things to worry about).  Yet, whether we attend to it or not, we are branding ourselves daily by our words and actions (…and our inaction).

I have been working with hundreds of middle level managers and often ask them to describe the characteristics of their worst and best bosses.

They have no trouble identifying the traits of the worst managers, but frequently have difficulty talking about the characteristics of their best manager – because good models are few and far between.

Typically the worst managers are identified as “self-serving”, “bullies”, “dis-engaged”, “indecisive” and “over-controlling”.   The best managers, on the other hand, are associated with characteristics such as “integrity”, “proactive”, “respects and develops employee’s capability”, “self-aware”, “consistent” and “good advocate”.

Branding does not only occur within the organization.  Your activities outside the organization also help to shape people’s image of you as a manager.

For example, I had been doing a lot of work outside my organization helping managers to develop an action learning approach to organization development.  A new manager arrived from another State and started networking with his Industrial Relations contacts in other organizations.  After a month, he came up to me and said, “You are highly regarded out there for your contribution.”   At the time, I had little to do with IR and was not conscious of this impact.

But the moral of the story is that contribution to other organizations counts towards personal branding as a manager.  This contribution may involve sharing knowledge, skills and experience in professional associations, industry networks, government consultative bodies and/or charitable organizations.

In the final analysis, branding is what I call “value attribution” – people attribute  a value to you.  Thus the “being human” and “being useful” aspect of personal branding comes into focus.

Personal branding is like the “goodwill” of a company or, as they say in Internet marketing circles, it’s about “social equity”.

Challenge questions : How are your branding yourself – how would people describe you as a manager?  What is your contribution outside your organization?

Photo credit:

Branding Yourself: Slogans and more showcase who you are

How is your trucking company different from all the other small and micro-carriers? In simple terms, this is the basic premise of company branding. So how do you increase your trucking operation’s name recognition?

First, develop a slogan or motto and keep it under a dozen words; explain in one short sentence the goal of your company. Here are some examples of effective slogans:

  • Advance Auto Parts: We’re Ready In Advance
  • AGCO (manufacturer and distributor of agricultural equipment): A World of Solutions for Your Growing Needs
  • Ford Motor: Built for the Road Ahead
  • Harley-Davidson: Define Your World In a Whole New Way
  • Midwest Hauling: You Call, We Haul

Each one of these slogans defines the goals and business intentions of these companies. To be a successful part of a company’s branding, a slogan needs to be memorable, clever and catchy, and it needs to define what you do in as few words as possible. But be very careful that it doesn’t send the wrong message.

As an example, there was a trucking company with a logo of a camel on its trucks, and its motto was ‘We Hump To Please.’ When the motto was seen in conjunction with the logo, it sent a message of a desert caravan with camels as the beasts of burden hauling freight. But by itself, however, the motto potentially had another message—and in street slang at that.

Develop a mission statement that states the purpose of your company, why your company exists, and the value you provide to your shippers, brokers, other customers, vendors as well as your drivers. Incorporate your motto or slogan into the statement—something memorable, easily repeated by your employees, and said in less time than it takes to ride an elevator for a couple of floors.

The components of a mission statement should be as follows:
Who – Define your organization.
What – To what is your organization dedicated?
How – How do you meet quality, cost, time and service requirements?
Where – Where are you based and where do you operate from?
Why – Why does someone benefit from what you do?

Some examples include:
WalMart (founding)—To give ordinary folk the chance to buy the same thing as rich people.

WalMart (1990)—Become a $125 billion company by the year 2000.

Otis Lift Co.—To rise unnoticed.

Boeing—To push the leading edge of aviation, taking huge challenges doing what others cannot.

Boeing (1950s)—Become the dominant player in commercial aircraft and bring the world into the jet age.
In these examples, the mission statements of WalMart and Boeing changed as both the culture and company direction changed, so neither a company’s mission statement nor slogan is set in stone. In branding, it’s important that these reflect the goals and mission of your company as it began and as it is now.

Select a company name that reflects your slogan and mission statement. Again, think simplicity and a name easy to remember. When a person hears or reads your trucking company name, it should bring to mind what your company specializes in and what you do. Involve the idea of quality and appeal to your customer/shipper base.

As an example, if you’re a livestock hauler, tradition says you use the name of the ranch, farm or the last name of the trucking company owner. Unless you’re trying to buck tradition, it’s probably best to continue with that tradition. But maybe you specialize in hauling potatoes or onions.

I knew a carrier named Ankle Pik, reflecting the fact it hauls produce that’s harvested at ankle level. Another carrier is named Xtreme Trucking, and it specializes in over-dimensional freight. Both have memorable names, ones I’m sure many of you will remember long after reading this article.

Design a logo that reflects your slogan, mission statement, and company name. If your logo looks amateurish, then so will your trucking company. Be willing to engage a qualified graphic artist to design your logo. Provide him/her with your slogan, mission statement, and company name from which to develop several logo designs. Choose the one that best meets all of the criteria. For the first go-round, let the graphic artist have free rein in the design. Then work to come up with the one that best fits your company.

The company logo will be on the sides of your trucks, drivers’ and office staff shirts and caps, plus business cards, letterhead, invoices, brochures and advertising. So, it must be simple and be easily identifiable from a distance as well as close up. Think Coke, Nike, Apple, Canon, General Electric, and McDonald’s.

Once you have the above components in place, send out an email with the logo and slogan included. Your company logo and slogan should be on every invoice or statement mailed or emailed as well as on every truck, business card, post card, brochure or correspondence sent from your trucking company.

And it needs to be on your website, company Facebook, Twitter and LinkedIn pages. Every employee and contractor must memorize the company’s mission statement. When someone asks them what your trucking company does, they can begin the conversation by quoting your mission statement.

You must maintain the high level of quality and service that your slogan and mission statement imply. Then your logo, trucks and employees will have the brand recognition you’re seeking. When someone familiar with your company sees your logo, they’ll immediately identify “quality and customer service” as being who you are.



Corporate Branding, Marketing Materials, Website, Digital Differentiation, Search Engine Optimization

Digitally Different. Be Different. Stand Out. That’s What They Say

But How? Well, there’s not just one silver bullet answer, but we know one way you can bust through all that digital noise that totally does the trick.

Brandovative Services

Corporate Branding: Branding Guidelines, Logo, Positioning, Stationery
Marketing Materials:
Website, Direct Mailers, Email Campaigns, Social Campaigns, Brochures, Flyers, Postcards, Promotional Give-Aways And Vehicle Graphics
Search Engine Optimization & Social Distribution Optimization:
World-Wide, National, Regional and Local Defined: City/County/Zip Code/State

Brandovative provided a unique combination of all our services to help out a great and noble cause.

From corporate development of branding materials and branding guidelines to providing a services within the social environments and distribution techniques to allow our wounded warriors to have the opportunity to find out what the Renewal Coalition is all about, and what they can provide to them and their families.

Brandovative Services

Corporate Branding: Branding Guidelines, Logo, Positioning, Stationery
Marketing Materials:
Website, Direct Mailers, Email Campaigns, Social Campaigns, Brochures, Flyers, Postcards, and Promotional Give-Aways
Social Distribution Optimization:
National, Regional and Local Defined: City/County/Zip Code/State

In a saturated market of water purification we developed a website for Carolina Pure Water Systemsthat offers product information through out the State of North Carolina. With a need for regional and specific local placement within the search engines and social networks we provided a solution that not only got them noticed but drove sales in a great direction.

Collaboration tools helped provide solutions for future sales and our unique implementation techniques keeps this user at the top of their field.

Brandovative Services

Corporate Branding: Website, Socials
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Trade Shows, Email Campaigns, Google Maps
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SPS Industrial is a broad-based industrial supply company that sells various materials to the government and businesses world-wide.

Logistics is key in this business, and with Brandovative’s Information Architecture, Marketing Strategy’s and Tacticial Approaches we were able to position SPS Industrial as a leader in their industry.

By having the advantage of being listed on the first page for specific equipment searches, this provides unlimited  opportunities.

Brandovative gets your content discovered.

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& Get In Front Of Your Competition”

Brandovative Services

Corporate Branding: Logo, Website
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We developed a corporate brand for GTS Stated Income Group that provides immediate access to customer inquiries by using custom VOIP connectivity and custom database technologies for today’s instant communication needs.

In the Global Markets, National and Regional Markets you must have the ability to provide more services in less time. With the Brandovative’s Information Architecture and Marketing Tactics we were able to Increase Flexibility and Mobility while Increasing Productivity for GTS, – Now that is a concept.

Digital Differentiation is what Brandovative brings to your table.

Brandovative Services

Corporate Branding: Logo Refresh, Website
Marketing Materials:
Vehicles, Email Campaigns, Direct Mailers, Tell-A-Friend Referrals
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Regional, Local Defined: City/County/Zip Code/State

HomeChoice Plumbingis located in Tequesta, Florida and serves the Palm Beach County area. The approach is tight and targeted to local homes and businesses, period.

When we completed the website with multiple content aggregators and incorporated the social distribution locations within our , and our outcome – in a short period of time was… the phone is ringing and the drains are working well for the entire county.

He is listed on “Page One” in multiple search engine locations with “Multiple Positioning ” within the same search page results – this is OPPORTUNITY AT IT’S BEST.

What good is a website if you can’t find it?
Get found today with Brandovative.

Brandovative Services

Corporate Branding: Logo, Website
Marketing Materials:
Vehicles, Email Campaigns
Search Engine Optimization & Social Distribution Optimization:
Local Defined: City/County/Zip Code/State

As a local company providing services and being in the market for so long, they had a street presence second to none,  but on the web they were nowhere to be found. The presence of Crawford Garage Doors was non-existent.

Brandovative approached this user with the tender care to protect their brand of so many years.

When we completed the website and the integration of the social locations within our SSEO aggregators, we started the , and the results were amazing… they are listed “Page One” oh, yeah “Position One” in less then 4 (four) days for their specific key phrases and key words.

Let the phones ring… cha ching!

Brandovative Services

Corporate Branding: Logo, Website
Marketing Materials:
Direct Mailers, Email Campaigns and Promotional Give-Aways
Social Search Engine Optimization:
Regional and Local Defined: City/County/Zip Code/State

We developed a website for Edmund Baker a Liberty Mutual Insurance Agent that offers Auto Insurance, Annuities, Condo Insurance and Flood Insurance through out the State of Florida. With a need for local placement within the search engines we provided a solution that not only got him noticed but drove traffic to his Free Quote area.

Collaboration tools of our innovative branding solutions and implementation techniques makes this website a memorable one and the indexing is awesome.

Brandovative Services

Corporate Branding: Logo, Website
Marketing Materials:
Discount Email Campaigns, Promotional Give-Aways, and Google Maps
Social Search Engine Optimization:
Regional, Local Defined: City/County

HSELC Offers… all families, regardless of background or income, affordable early-childhood nurturing, education and recreation that stimulates healthy emotional and social development and helps prepare their children to excel in school and life.

Chuck’s V-twin motorcycle shop is an independent V-twin service center dedicated to providing the best and most knowledgeable service available. Year After Year – Keeping You Twistin’ The Wick!

A family owned and operated business serving all of South East Florida. With our knowledgeable and friendly staff, we are here to serve all of your water filtration needs 24/7.

A dynamite Class of ’75 Reunion Weekend has been planned especially for you. Catch up with your long lost classmates and childhood friends. Relive old memories and make some new ones.

The 5 Best Social Media Branding Strategies

With a large number of social media platforms available out there, it can be a hassle to choose the right one to build and strengthen your digital marketing brand. After all, it is not possible to use all of the platforms since you will waste a lot of time and budget in return. Then, what should you do to come up with the accurate social media branding strategies? The following 5 inbound marketing tips will surely help you out!

Go with the Right Platforms

There are many social media platforms you can choose to help you market your brand, but the point is not all of them actually work. There is still a huge possibility that your target audience may not use that particular platform and you only waste your effort even if you keep on going. Therefore, it is important to focus only on the right channels. To choose the right platforms, think about your brand image and goals as well as your target audience. For instance, if you want to entice your audiences through high quality visual content, you might go with Instagram, Pinterest, or even YouTube.

Consistency Matters

In regards to building a digital marketing brand through social media, it usually revolves around themes and messages represented through text or visualization. But if you are barely starting, it is important to be consistent with your messages. This will be a great opportunity to introduce your brand to your audience. Eventually, with the consistency, they will be able to differentiate you from the others. For this, you can begin with setting up your profile and bio. If you use more than one platform, make sure your profile and bio is the same so that your audience will know you whenever you are.

Interactive Content

People might get tired of watching and want to be a part of the game, so it is understandable if interactive content will take a center stage sooner than later and the right place to house such content is no other than social media. In line with this, brands like IKEA have experienced with interactive content in a form of virtual reality to promote their products. Facebook has also responded by incorporating Live feature onto the platform. So if you want to bring your audience even closer and offer a sense of importance in your brand, pay close attention to the interactive content.

Visual Branding

Visual elements are very important in social media profiles. Thus, make sure that the graphics used in the social platforms are pleasing to the eye and able to represent your brand properly. To come with such pleasant graphics, choose wisely the right color palette, filters, font style, logos, and avatars relevant to your brand. Keep in mind to use the same elements to every social platform you are active on.

Continuous Engagement

Engage your fans or followers on the platforms frequently so that you can properly convey your brand values to them. You can engage them with original or third-party content that resonate to your brand image. You can also run a contest or event to keep their interest. Ensure that your tone of message is very pleasant and friendly so they will happily response to you. In return, they will always keep you in mind and help you improve your brand.

Over the course of years, social media has evolved and become one key element of every inbound marketing plan. With so many platforms available out there like Facebook, Twitter, LinkedIn, Instagram, etc, digital marketers can use them for a number of purposes, including for effective branding strategies. Learn more the other best ways of branding strategies for your business through our free infographic about Shape Up Your Business with These 4 Online Branding Strategies. Download now!





How to Create a Social Media Branding Strategies from Scratch

In this era of hyper-competition, having a strong link between your business and your audience is more crucial than ever. You need to make people aware of your brand; what you do, why you do it and how you do it, which all leads up to convincing them of your credibility and connecting to them on a somewhat personal level. This is what branding is. In this article, you will find how to create a social media branding strategies.

What is “Social Media Branding”?

For businesses, social media is nothing less than a blessing. It is an enormous platform to connect with your audience which, if properly utilized, can take your brand to amazing heights in no time. And if you’re thinking of working on your branding, then social media is your best friend!  Because after all, social media is the place where people actually get to connect with brands and directly share their opinions about them. As an entrepreneur, you can take advantage of this direct connection and work on your branding. All you need is an effective social media branding strategies that effectively helps you to define your brand, promote it accordingly and achieve several goals.

Recommended reading: 7 Tips on Social Media Marketing for Small Business

Creating a social media branding strategies from scratch –

So, now that you have decided to work on your branding through social media, it is time to devise an effective social media branding strategy that actually helps people learn more about your brand and become potential customers. Without further ado, here is the step-by-step procedure of creating a social media branding strategies from scratch, which can be applied to all brands:

1. Cling on to the perfect platform(s):

The term social media is extremely extensive. When we say “social media”, we are actually referring to the hundreds of apps that help people connect and socialize. First off, we have Facebook, which is one of the most commonly used platforms and is more popular among adults. Then we have Twitter, which has proven itself as a good platform for direct communication. Then comes LinkedIn, Instagram, Snapchat and the list goes on. It is tempting to sign up on every app, but it is not worth it. Instead of being on every app, choose one or maximum two which you think are suitable for your brand. For example, if you’re making lingerie, being on LinkedIn isn’t such a good idea unless you already have an established brand, which you do not. For such businesses, platforms like Facebook, Tumblr and Instagram are more suitable. So, ask yourself who your target audience is and select apps based on that.

2. Be consistent:

For an effective social media branding, consistency is key. This means that you must have a consistent brand persona across the different social media sites that you are on. This involves the theme of your posts, which includes everything from the graphics to your written content.

Take Coca Cola’s consistency for example. For decades they have maintained their main theme which is red, and it is reflected on their social media accounts:

Twitter:Coco Cola


You can notice that each post is unique but all share one thing – The color red. The Coca Cola brand has almost become synonymous with red, owing to their brilliant social media branding strategy. And how does this benefit Coca Cola? Whenever a user spots a red-themed post while scrolling down their apps, they will immediately think that it is something by Coca Cola and maybe stop to read and possibly even visit their page. So, think of a color palette, try your best to stick with it and eventually it will become your brand’s identity.

Another thing that needs to be consistent is your voice. Your “social media voice” is the way your brand communicates with the audience on social media. This includes the theme or tone of your content. Use certain type of language to express the culture of your company. If you are selling sports gear, your values could be striving forward and pushing your limits. The content you share should revolve around that theme. It may take you some time to realize what your brand voice should be, but you will eventually get there. Once you do, stick with that voice and modify it to suit different occasions.

3. Remember to stay “human”:

An audience demands authenticity. They want to feel like that the content you are sharing is beneficial to both the parties. They do not want boring, automated posts whose only purpose is to keep the page active. This is why you need to work on humanization.

Share something funny once in a while:

Nothing gets viral like authentic, politically correct humor on social media. Remember to share funny content which is relatable to your audience and also to your brand.

Share “behind the scenes”:

Working on a new project? Share some pictures of your team working on it. Remind your audience that your brand is made up of human beings and not robots programmed to throw out sales pitch.


The most crucial part is interacting with your audience. If anyone praises your brand with sweet words in the comments, reply with a thank you. And if someone complains, express your regrets and assure them of better service in the future. Now, you do not necessarily have to interact with each and every person in the comments. Only reply to those who have some valid points to share.

4. Decide on the type of content:

If you share funny yet relatable memes on Facebook, but tweet like a corporate robot, then you are just connecting for the sake of staying active. Sharing mixed up posts will only result in confusion and won’t help in building up a brand. So, decide on the type of content you have to share and be consistent with it. You may change it according to different occasions and campaigns.

5. Influencers to the rescue!

For young brands, it is a major challenge to build up credibility, which takes time. To boost up this process for your brand, you can take help from influencers. An influencer is an individual on social media who posts regularly and has a huge following. Getting a mention or a recommendation from one of these influencers can help a lot in building up your brand. So, contact various influencers and work out some deals.

3 Strategies to Ensure Consistent Branding Guidelines – Susan Solovic

most valuable brand by Interbrand for the fifth year in a row, at an estimated value of $184.15 billion. While the company’s technological innovations are an essential component of this success, branding is a key ingredient of Apple’s success formula. In addition to ranking as the world’s most valuable brand, the tech company also ranks as the world’s most cohesive brand, which is a big component of what makes leading brands like Apple so valuable, says Interbrand North America chief executive Josh Feldmeth. Apple’s cohesive branding is supported by a connected business ecosystem that allows the company to deliver a consistent message to customers through its hardware, software and retail stores.

Achieving this type of brand consistency can help propel your company to success as well. Here are three ways to help make sure all departments of your company and all your locations consistently represent your brand and speak to your customers with your brand’s approved voice.

Start with a Brand Audit

Before you implement your brand guidelines, it’s advisable to do a brand audit to make sure your branding is achieving its intended purpose. A brand audit is a review of how a brand is performing among customers visiting your website, shopping at your retail locations and talking about you on social media. It helps you answer questions such as how user-friendly your website is, how customers rate your customer service and how consumers rate their overall experience with your brand.

You can conduct a brand audit by reviewing your website traffic, surveying customers in your store, monitoring discussion of your brand online and analyzing your sales and customer service data. Brandwatch provides an online guide to performing a brand audit.

Develop a Brand Identity Style Guide

One of the key’s to Apple’s branding success is its adherence to a rigorous brand identity style guide. A brand identity style guide is like a standard operating procedural manual for your branding. It documents how your marketing communications team and other company representatives should handle official communications that use style elements that contribute to your branding message. Having your company representatives follow a brand identity style guide ensures that your marketing material and customer-facing employees always deliver a consistent branding message.

Branding elements that your style guide should cover include your company’s logo, imagery, colors, fonts and editorial voice. For example, Apple’s guidelines lay out approve used of the company’s logo and trademarks, in addition to specifying other elements such as how an Apple reseller must present a different appearance than an Apple Retail Store.

Graphic design firm Every-Tuesday provides an online brand style guide template you can use as a basis for creating your company’s guide.

Use an Ecommerce Content Management System

Having a brand style guide is one thing; following it consistently is another. If you’re a major ecommerce brand such as Mattel, you may have thousands of products that are displayed across sites of major online retailers like Amazon and big-box stores like Walmart and Target. Updating all these product listings manually would involve logging into each portal and editing each product, which would be not only laborious but practically impossible to keep consistent across multiple sites and products.

To solve this problem, a best practice used by smart brands is adopting an ecommerce content management system. Ecommerce CMS solutions such as Content Analytics allow you to use a single hub to update all your product pages across multiple major retailers’ sites, helping ensure that your branding stays consistent, while making use of ecommerce product optimization. Deploying an ecommerce CMS in conjunction with a brand identity style guide and brand audit will go a long way in making sure your branding message stays on target.


    3 Strategies to Ensure Consistent Branding Guidelines

    Corporate Branding – Logo, Corporate Identity & Brochure Design

    Updating an Existing Corporate Brand and Extending it to Corporate Identity Design & Corporate Brochure Design

    When the largest traditional karate school in New England expanded and wanted to update their corporate branding to reflect their new world-class dojo, they turned to DreamLight. They wanted to create a new corporate identity set of business materials including new stationery, business cards, envelopes and other materials including curriculum data sheets, event flyers, etc.

    The cornerstone of their new marketing materials would be a new multi-page corporate brochure. DreamLight worked closely with their management team to take the content and direction they provided and design an impressive new 10 page brochure. We helped distill, organize and refine the content in order to present all the material in the most effective way possible.

    New Marketing Initiatives are a Good Time to Update an Existing Logo

    When launching new marketing initiatives it’s often a good time to review and possibly update an existing logo to strengthen corporate branding. We designed a new updated integrated logo to strengthen the client’s corporate branding.

    Bringing the Corporate Branding Online with a New WordPress Website

    Once we updated their logo and corporate branding we carried some of the new branding elements over to a new custom designed WordPress website to extend their brand online.

    DreamLight Can Update and Design Corporate Branding that Elevates all Your Marketing Efforts

    Whether you need a new website or printed marketing materials, DreamLight can work closely with your marketing team to update and design corporate branding that will elevate your sales and marketing efforts to a whole new level. We can then carry that branding into 2D/3D digital design, illustration,animation or custom WordPress website, interactive multimedia,application development.

    Contact us for more information about updating your corporate branding or to explore your specific needs.

    Request a Free Quote Today!

    Let us bring your digital dreams to light.


    Corporate Branding – Logo, Corporate Identity & Brochure Design

    Branding Strategies, DIY Marketing Truth « Eric Rounds

    Do you want to fit in… or stand out?

    The truths about DIY marketing are hidden behind the importance of branding strategies. Most start-ups and entrepreneurs don’t know the role of branding strategies, how to build their brand, or that their brand is as important as their product. And this is not entirely their fault. There’s a big, dirty, marketing lie being spread on the interweb like a suburban myth at a pre-teen’s summer sleep-over; that you can piecemeal your branding through smart purchasing decisions by slapping a $50 logo onto all of your marketing. Well let me just respond as such: Yes, it’s not true, sort of… um, no.

    Do You Know What You Need?

    Most of my accounts start with a common statement from a potential client which goes something like this: “I need a web page.” After a short conversation, I find out that they need a lot more than just a web page site. They need a logo, some basic stationery, an effective social media strategy, and an attention grabbing keynote. And probably more. “It’s just that I thought I would just buy a logo and give it to you and you would use that as your base for the website, right?” Um, sorry, no, it does not work that way.

    What Is Branding?

    Branding is the whole picture. The messaging, the voice, the tagline accessory to the iconic logo. The Happy Meal with the movie tie-in toy. It’s the whole look and feel of your product, your company image, and your ticket into your audience’s hearts, and ultimately, their wallet. This is the importance of branding beyond cheap logos. How you present your business and service influences how it’s perceived. Branding ties it all together.

    Branding Strategies, DIY Marketing Truth

    Buying just a logo, or even paying someone for designing your logo, is not a complete outcome. Do you know how you will use it? By itself, will it emote everything you need it to? When you put together that nifty presentation for your financial backers, or your bank, will it look polished , finished, and thought out? Does your entire presentation of your business represent your values?

    Branding Strategies and Tips

    1. Make it your own. Be sure that this logo is yours. Unique and unseen ever. If you are paying $50 for it online, I can guarantee you that you are not the only one with this design. You get what you pay for. If your logo is not worth that much, why do you think others will choose you over your competitors?  Stand out in a crowd. Make it more of “I spy with my little eye” rather than “where’s Waldo”

    Eric Round has designed and created branding for dozens of businesses and industries; from consumer level to corporate internal projects and everything in between. Contact Eric Rounds for a free 1/2 hour discussion on your branding needs. Or if you think you need just a website. Or if you want a good corn muffin recipe.



    Branding Strategies for Digital Agencies – OnlyWire Blog

    Do you need a better a way to identify yourself or your company and differentiate yourself from others?

    Do you have a social media branding strategy?

    The two should go hand-in-hand. The best and easiest branding happens on social media, and social media is an outlet for the breadth of your brand. Many people have found success with personal and company branding online, and a lot of markeing agencies have come along to help you with both.

    One of these digital agencies, NelsonEcom, gave us a look inside the way they run social media for their agency and how an emphasis on branding extends to the very root of all the content, scheduling, and engagement they provide with OnlyWire. Get the specifics on how NelsonEcom finds marketing success for their clients with a full brand strategy, with social media and OnlyWire at its roots.

    Growing a following on the strength of branding
    Many marketing agencies begin from the base of one expertise: web design, advertising, and print.

    For NelsonEcom, their unique advantage is with customer engagement through social content.

    Social Content has been a huge asset for their customers. Loren Nelson, an avid paddler in Dana Point, CA, found OnlyWire through a fellow teammate on his paddle team who just so happened to be one of the Co-founders of OnlyWire. He started using OnlyWire and hasn’t looked back. His customer following continues to grow because he was using OnlyWire. His content always includes images and video because they get the best organic search results.

    He began to see this type of content was really kicking up some serious action and engagement. What ended up happening was his customers started asking him, “Hey, how are you able to get all these followers? How are you able to do this so quickly?”

    Everybody I talked to, I would say, “I use OnlyWire.” I would give them tips. I eventually was able to turn that into what I have now, which is NelsonEcom a premium social branding agency. We specialize in content branding. That’s from the creative aspect of it, the social media, the publicity, everything.

    Loren paddling in Kona, HI 2015

    “Our content doesn’t look scheduled”
    Branding is the most significant selling point for NelsonEcom, and a huge part of this branding effort is the social media presence. Loren and his team want their clients to have great success on social. For NelsonEcom, this all starts with the content.

    Their emphasis is on visual content. They prioritize custom images for their clients, and they have the in-house production team to pull off some beautiful shots (Loren leads a majority of the video production for the team).

    Their visual strategy includes a few go-to elements:

    • Custom images
    • Emoji
    • Gifs
    • Videos
    • slides

    This is the formula that worked for Loren as he grew his following, and it’s been working for clients, too.

    The overall effect of this specialized, visual content is that it’s impossible to tell what’s been scheduled and what hasn’t.

    The secret, of course, is that a majority of it is scheduled, within the OnlyWire dashboard. NelsonEcom that every social media update is unique and special, be it with a custom image, an emoji, or a GIF. And the result is a Twitter feed that looks completely in-the-moment.

    One of our strongest assets is that we provide clients with the information to figure out how to schedule posts efficiently and how to get the best results. One of our biggest tips is to customize the content to fit whatever that particular client is into and what networks they’re on. And OnlyWire is a key part of it. I believe I manage 32 accounts in OnlyWire — at one point it was 50. I’ve used OnlyWire in every sort of way you can think of.

    Before I started my own agency, I was working for a digital arts company, and I was managing 100 accounts there. We’d do two to three posts per day, per account, per channel. It was LinkedIn, Twitter, Facebook, Google+. Not only did those accounts see growth, but they always had consistent engagement. I think that that had a lot to do with the fact that I used two rules when it comes to content:
    Be informative, be entertaining.

    In any situation, there’s always a call to action. Even if it isn’t a specific, “Hey, have you checked this out?” or “Hey, visit us here,” I always have a link at the end of the post. That helps a lot. And I don’t do link shortening. I leave the link as-is. That’s just for branding purposes.

    From the beginning we would do a mix of photos, emoji, and GIFs. We would have customized videos, customized photos, including a call to action link, including the emojis and including the GIFs. We’d shake it up. Nothing looks ordinary. None of our content looks scheduled. It all is. That’s one of the biggest things that people say all the time. In fact, I get so much high engagement that people always think that I’m online, but I’m not, which is awesome.
    When it comes to social media content, the more unique you are with posts and the more consistent you are, the better results you get.

    Looking for huge results? Give it some time.
    Social media, with its real-time nature, tends to lend itself to an expectation of quick results.

    Of course, this can’t always be the case (and rarely is), which is why a long-term social media strategy and a consistent brand on social are so key.

    NelsonEcom have found that three months tends to be the sweet spot for a strategy to take hold and for results to start coming in. They believe these first 90 days to be so key that they make this period a requirement for any new clients that they take on.

    Our goal is to empower people in general. Entrepreneurs and creatives. That’s our number one goal.

    Typically what we do is we have a three-month period. I like to call it a trial period even though it never is officially a trial. It’s basically a three-month minimum to work with us. Typically within those three months I see gangbuster results.
    I think maybe it’s because the first month is that trial transitional phase.

    The second month you’re building the system

    The third month you’re seeing out-of-control engagement.

    I can tell you this, when the content is really, really good and it’s scheduled out to perfection, and everybody is doing the role of what they need to do to succeed, obviously, the results are awesome. Typically, when they’re not consistent about posting, or the content is not very good — looks like spam, looks redundant — then it’s just a mixed bag of results.

    A social media scheduling workflow

    An emphasis on quality content raises a key question: How much time does it take to make and schedule all these awesome tweets and posts?

    The content that NelsonEcom creates includes:

    • Custom photos
    • Videos
    • Emoji
    • GIFs
    • Content
    • Groups, pages and followers

    Plus a good mix of scheduled updates …
    … and real-time engagement.

    (And even some that seem real-time but are actually scheduled!)
    Here’s how Loren and his team pull it off.
    Typically at the beginning of the week, I put everything in the queue. Then as updates, announcements, anything that happens on the fly, I add those to the queue as they come.
    I usually do two weeks out for each client. And I’ve been doing this practice, even when I had 100 profiles to manage.
    What I would do is I would add all the content to the queue in a very systematic way: Monday motivation, transformation Tuesday, wins on Wednesday, etcetera. Then I would add images. Usually, those images are images that I take myself or one of my team members takes, because we are very technical and creative. Then we add emoji to spice it up to make it look a little more unique. And then we take out links, or we add links to make it look like we’re not promoting anything.
    This all happens Monday-Tuesday, and then on Wednesday and Thursday we typically check in for engagement and reshuffle the deck. I might look at something and say, that will work next Monday instead of this Monday, and maybe this is more important to push out right now.
    I’m trying to apply that knowledge to everyone. I think it would be really smart if everyone would just take out a couple of hours, it doesn’t even have to be a couple of hours, at the beginning of the week, write out all updates in an Excel sheet. Then go back to it and review it a little bit later just to make sure that it’s the language that they want to use, put it in OnlyWire and export it all at once and then just clean it up.
    I look at breaking news, then I will look at trending topics, and I will add them in the OnlyWire queue as every other post. Then, I will put in original content, split into different categories: question, call to action, entertaining, a quote, a funny GIF. If you break that down, with two posts a day per channel, I’ve already filled up five days out of my week.
    No matter what, Monday through Friday is those two posts, that’s good to go. Anything special that happens, then that’s an extra post. We know that Saturday is the weakest day to push out content. Sunday is debatable depending on that the industry is. The weekend is always a beta test for me.
    Anytime anything happens on the fly, I do have OnlyWire on my cell phone, so I’m able to easily adjust. For example, the other day I was speaking at a live event that I didn’t even know that I was going to be speaking at, and it was easy for us to push out something immediately on all channels at the same time.

    The next big question is: How do you measure the ROI of your work?
    ROI is a question that seems to come up quite often for social media marketers. It gets asked of branding, too.

    At NelsonEcom, the topic is one that they address for all their clients. There can be some data behind the answer: things like sales and engagement help address the topic slightly. There’s an even higher-level discussion to be had as well.
    The ROI of branding and social media becomes extra apparent if you were to image what it’s like without either or to compare it to the alternatives.

    Branding is the funniest thing ever because nobody ever talks about things like, say, a Super Bowl spot, in the same way. Nobody ever challenges that. But if you put out a Facebook post or a Tweet, people want to know, “What’s the point of this?” I always tell people, you’re saving money, period. You’re saving money, period, and this is so easy if you just just take a step back and think about it for 5 minutes.

    Now people know what reach is, and when you’re trying to explain to somebody that your reach is 50,000 but you only have like 200 followers, then do those numbers really matter? How did that translate to sales for us? What did that look like? What does that mean?

    For Loren and his team, a bit part of the discussion is with building awareness and consistency, two things that social media as a medium and OnlyWire as a social management tool have helped make easier.

    Do you want the easiest social media experience for your team and clients?

    Sign Up FREE

    NelsonEcom and hundreds of other agencies use OnlyWire to manage social media profiles, content, analysis, and more for each and every client. With OnlyWire, you’ll get straightforward pricing that scales along with your business, 24/7 customer support, and an agency-first approach to the features that matter to you.
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