If you’re like me, you’ve spent hours digging into what makes a website stand out. You have your preferences when it comes to colors, design elements, the right and wrong use of video. Lately, however, I’ve been taking notice of a very different type of company and their websites. Yes, that's the plural.
Sixty-four percent of consumers worldwide will make a purchasing decision based on a brand’s social or political position, according to the 2018 Edelman Earned Brand study released this week.
Earlier this year we learned we were finally going to have to grow up - we couldn’t be Toys “R” Us kids anymore. Or can we? While the stores may have closed, the lovable toy brand isn’t gone just yet.
A great clan once said, cash rules everything around us. It can buy us food, shelter, smartphones, but one of the few things it can’t buy is trust. Ironically, people need trust to feel comfortable spending their hard-earned cash with you and transparency about pricing is one of the most effective ways of building it in a digital marketplace. Enter the pricing page.
One of the biggest myths about LinkedIn is that its members are only stiff-shirted job seekers, recruiters, and companies looking for talent. While all three of these categories are represented in the 500 million plus who use LinkedIn, it is not primarily why executives and the businesses they represent use the platform. In fact, many are turning to LinkedIn as a branding tool - both for their personal and professional brands.
In addition to being a client success manager here at IMPACT, I, like many of us, have a side hustle. Back in 2013 my husband and I started a hard cider company. We packed up our life in Boston and we moved to my husband’s family’s farm in New York State to turn a home cider making hobby into a business. That business now has distribution in five states and two retail locations in NY, with plans to expand even further. As with any small business, we both wear multiple hats, and we’re a good team.
We all know the story of Jack and the Beanstalk. In this classic fairy tale, poor little Jack’s mother gets majorly miffed when her son comes home with a hand full of “magic beans” instead of the money she hoped for after sending him out to sell their only cow. In her eyes, Jack was taken advantage of and manipulated into an unfair exchange and chances are, she wouldn’t be alone in these feelings. (I mean, let’s face it, those beans must’ve had one heck of salesman.) Like in the story, salesmen and marketers often get a misleading rap of being manipulative or tricking people into buying things they usually wouldn’t (or shouldn’t.)
In today’s crowded marketplace of companies, ideas, and products, branding is critically important. People who do not yet know your organization will give you mere seconds of attention before moving on, so all your strongest branding elements need to be in place when the moment is right. While most marketers understand visual branding with images, colors, logos, and even with the written word, very few of us understand that it is possible to create (and own the rights to) your own sounds and music that align perfectly with your brand attributes.