The “holiday” we didn’t see coming: How do you need to change the way you do business?

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Part I: Brand development

South Africa has been forced to wrestle with an uncomfortable truth: the world is constantly changing, and you either learn to change with it, or you go under. As we confront a 21-day lockdown, starting on Thursday, 26 March, many other truths will rise to the surface. The only way forward is to prepare yourself as much as possible.

The central message that’s reverberating throughout the web and social media is that companies are doing business as usual.

But what does this mean at a time when it feels like the carpet is being pulled out from under us?

What does this mean if employees are suddenly working away from each other and the resources, structures, and processes that keep them motivated?

What does this mean if many businesses can’t rely on foot traffic and can’t produce products because there aren’t any workers?

This is a tricky puzzle – one that Insignia Advertising can help you solve step for step, so read on to find out how you need to develop your brand in today’s world.

How to develop your brand

There’s no getting around it. You’ll have to change your marketing strategies to keep current customers and to get new ones because you can’t rely on brick-and-mortar shops or branches, face-to-face consulting, or marketing efforts that centre around events, conferences, showrooms, etc. Right now, it’s about survival, and this is the mindset that must inform your investment decisions.

Consider the following changes at the strategic and tactical levels when it comes to brand development:

  1. Cut the long-term campaigns

Reduce your investments in long-term campaigns that require time to build momentum, and rather drive short-term sales and business outcomes as you keep brand-building alive.

  1. Make your brand useful

People are not interested in fluff or luxury right now – they care about what’s useful. Think about the details of being in a lockdown situation and list what people will find useful under these conditions.

  1. Brand visibility is key

In marketing there’s a phenomenon known as “the mere exposure effect” where customers develop a preference for your brand just because they’ve seen it so often. Brand visibility never gets old, and these days it can be done with very little money. For example, Google Ads are a terrific way to keep your brand visible at a low cost because you only pay per click. Or focus on creating high-quality content that will get traction on social media and push people to your website.

  1. Show off your achievements

Leverage your past successes to create future success! If you’ve had high-profile customers who are willing to give you a testimonial, make sure you plaster this all over your site and social media adverts to build brand authority.

  1. Drive solutions for societal issues

Make your brand stand out as a driver for social change. Any company can add  a hashtag to show they support a social cause, but unless your brand can offer tangible solutions to what is going on in society, your brand will be perceived as distastefully riding the lasts social justice wave for gain. If you’re the kind of company that can step in with a solution to what society is suffering from, then make it happen and make people aware of the good you’re doing!

How can Insignia help?

Brand development is one of Insignia’s top services. Insignia can identify where your best short-term sales will come from and how to market these effectively to ensure a steady income stream. As an agency that shapes and develops brands as they evolve, we are also equipped to position your brand as useful during this volatile time, helping you stay relevant. If you can solve for societal challenges, we’ll help you spread awareness of the good you’re doing.

In terms of content creation, we offer everything you need, from engaging copy to eye-catching designs that communicate what your brand is all about. We’ll also infuse your content with the energy of past success by integrating testimonials and positive feedback, showcasing your company’s strengths.

Stay tuned for future blogs that will delve into changes you also need to make to your:

  • Digital marketing
  • Social media marketing
  • Internal communications
  • Web & SEO

Get your head in the game and start thinking creatively! And if you need support and guidance to get everything up and running, the Insignia Advertising team is on standby, ready to get going. Contact us on 083 631 5417/ 082 801 0223 or at https://insigniaadvertising.co.za/contact/

6 Reasons To Invest In A Professional Company Logo Design

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Having a Corporate Identity that stands out

In today market you have to stand out!

Your company may not need a professionally designed logo. There are countless businesses that operate profitably without one. That said, it’s important to understand when having a unique brand mark is beneficial – and even necessary – and the reasons that make it so.

Here are six reasons to have a professional logo designed for your business. The following factors offer compelling motives that may spur you to invest in a memorable, relevant, and scalable brand mark for your company.

#1 – Stand Out From Your Competitors

If your business is the only one operating within your industry or space, a logo may be unnecessary. Your customers and prospects are probably familiar with your company, and aware of the benefits you offer. But most companies compete with others. Consequently, there is a need to stand out from the crowd, especially when doing so means attracting a larger slice of your market.

A unique logo design helps to project your brand in a way that differentiates you from your competitors. This is valuable whether you’re trying to establish a foothold as a new entrant, or strengthening your position within your space.

#2 – Complement And Support A Long-Term Business

If you’re running a business as a short-term venture in order to earn extra income, a professional brand mark might be excessive. You’re unlikely to rely on customer loyalty or a compelling brand story.

On the other hand, if you’re trying to develop your company to fulfill a long-term goal, invest in a logo. A well-done design will help inspire trust, position your business as an authority, and promote brand recognition in your space.

#3 – Increase Brand Recognition And Memorability

An effective logo helps your target audience to identify your company. The artwork drives memorability and recall. Your customers will think of your business and everything it stands for – both good and bad – when they see it.

For example, consider the retail giant Target. While the company’s name evokes a host of impressions, so, too, does its emblem, the bright red target. Here, the retailer’s logo is as powerful as its name.

#4 – Face-To-Face Interaction With Customers

Do you or your employees interact with customers personally? Do you speak with them face to face? If so, prominently displaying a memorable brand mark on t-shirts, uniforms, ID badges, and even hats, will strengthen your customers’ trust in your business. It also subtly encourages brand awareness, and improves their recall.

#5 – Passive Advertising With Giveaway Items

Giveaway items are an effective strategy for keeping your company’s name in front of your customers and prospects. Coffee mugs, alarm clocks, sticker printing, staplers, and calendars offer lasting value, and are likely to be kept rather than discarded. They passively advertise your business.

By imprinting your corporate logo on these items, you’ll enjoy ongoing exposure to those who have expressed interest in your products. When the need arises, they’ll be more likely to contact you rather than your competitors.

#6 – Establish Your Brand Identity Within A Crowded Market

If you’re entering a market where several other companies compete, carving out a slice of the audience poses a challenge. For most business owners, it’s an uphill battle, and especially so during the startup phase. The more quickly you can establish your brand, the more successfully you’ll foster recognition and awareness. Hence, every advantage is worth considering.

Few tools are as effective as a professionally-designed logo for building and cementing a company’s brand identity. A well-crafted brand mark symbolizes the business behind it. It helps the marketplace identify the company’s products and values. It instills trust, and conveys a sense of authority and superiority.

Does your company need a professional logo? If any of the six reasons above strike a chord, the answer is likely yes. 

Go on Let Insignia help you make your mark! www.insigniaadvertising.co.za