According to a survey by Venture Beat, there are 2.1 million negative social mentions about brands every single day in the U.S. alone. These users then go on to tell an average of 16 other people about their poor brand experiences.
So what can be done to combat this? Build a strong brand.
A strong branding strategy has become vital to organizations in multiple ways: communication, competition, and employment.
Branding has been drastically changing with the accessibility of the Internet, search engines, and social media. This change is not only affecting how organizations communicate with their customers, but also their competition.
More than ever, the market is saturated with tons of brands. There are millions of start-ups breaking into a limited space, as well as global companies from overseas with plans to dominate new markets. As a result, it’s become extremely competitive when compared to the environment 50 years ago, when only a few corporate giants dominated the market.
Nestled in Southwestern Vancouver, you’ll be sure to find Marpole. With a rich history and diverse community, this little gem had all the heart of a small town hidden just outside the centre of Vancouver. However, the general public didn’t seem to regard Marpole as a destination to shop or dine. With their district currently dominated by marijuana dispensaries and clinic, Marpole was hoping they could attract new businesses to the area, and more foot traffic. It was due time to send in the marketing mavens to help revitalize public perception of Marpole.
A logo is often considered the visual identity of a company – and most companies will have one. From a marketing perspective, the logo is a critical cornerstone of branding as a whole; it’s a dynamic face for a faceless company.
We ask that you pull out your Number 2 pencil, and get ready for the test.
If you’ve had the pleasure of taking an English Proficiency Test in Canada – that assessment was likely brought to you by Paragon Testing Enterprises (PTE). Canada’s leader in English Language Testing dominates their niche (and we’re not referring to the ‘stressing students’ vertical). However, there was one piece of the puzzle they were missing: brand consistency.
Now our agency is offering a free strategic brand assessment. Contact us.
I’ve put together 50 branding companies & agencies in Vancouver in order of their monthly Google search volumes using Google Keyword Planner to make your agency hunting even easier. For the record, this list isn’t in order of the quality of the marketing agencies – just the search volumes. However, this could be a reflection of how good they are at gaining exposure for themselves or that they’ve simply been in business for a long time.
The year is 2016, a time when brand communication has evolved from the increasing popularity of social media. Anyone can be an influencer, and if they hate your brand and declare their poor reviews of your brand on his/her social media account – you have no control over their soapbox.
What do you do when your brand is getting stale? It’s not anyone’s fault per se – it’s expensive and time consuming to constantly keep a brand fresh and new– and sometimes it’s just easier to go with the status quo.
If people ever needed a reason to believe in the power of personal branding, they just need to look at politicians to understand its influence. A personal brand is a politician’s biggest asset, as its what makes people believe in them, rightfully or not. Just look at newly appointed prime minister, Justin Trudeau – before every major public debate, where he would be meeting his opponents head on, Trudeau made sure to be seen being active. One time, he visited a boxing gym, and another he paddled a kayak near Calgary. This active lifestyle was part of his personal brand, and it attracted people to him. He recently admitted that he left his opponents “in the dust”, thanks, in part, to his personal brand.
Trudeau is definitely not the only politico to rely on the power of a personal brand to appeal to voters. With the United States prepping to elect a new president in late 2016, multiple candidates are prepping their brands, hoping to get an edge on the other candidates. This tactic is bipartisan, with candidates from both parties – the parade of republicans and the five democrats – trying to only put the best image of themselves out there, branding their image and trying to ensure that it’s loyal to their core message: “Elect Me”.
You may not have realized it, but regardless of the size of your business, a marketing plan – especially one fuelled by meaning – is kind of a big deal. Without one, it’s easy for a business to start suffering from an identity crisis.
Take Microsoft for example. They’re a large – nay – huge business, and yet they’re suffering from this exact problem. It might be surprising that a mogul like Microsoft is suffering from an identity crisis – but think about it, what do you really think of when you think Microsoft? The more you think about it, the more the cracks seem to show.
Almost every organization wants their customers to openly advocate their brand. They want them to be gleefully sharing their products and services on social media – telling their friends that they “must buy brand XX because…”. They want them to be writing insightful blog posts and in-depth articles about why brand XX is better than all their competitors. Some even want them scribbling down stories in their journals about how brand XX helped shape their childhood.