What is a key customer demographic analysis, and how do you do it?
By mapping out multiple customer profiles (unless your offering is really niche, you should have more than just one), you’ll be able to prioritise where to aim your efforts to increase awareness amongst their cohort, which one should be focussed on (as it might vary with the seasons), and how much resources to allocate to those efforts.
Why you should optimise your branding for mobile-first customer journeys
With the transition of most of our attention away from the outside world (especially over winter and in the last few years of the pandemic) towards social media, streaming content, and maybe soon – the metaverse, the reach of traditional marketing platforms like billboards is slowly dying off.
Start-up series: Why you should have a square, landscape and portrait-orientated logo.
A fundamental concept of running your own enterprise is understanding why you need multiple different logo versions; therefore, we’re going to link the 3 main logo orientations to times when you may need them.
The hidden dangers of ‘blanding’
A fundamental principle of brand design is the concept of ‘MAYA’, an acronym of ‘most advanced, yet acceptable’. It’s a position to define where a brand’s personality should sit that’s enough away from its competitors to be remarkable, yet close enough for those to gauge what sector you work in without too much guesswork. The ‘most advanced’ element is the notable component of the idea, as it highlights the importance of being easily memorable to maximise chance of long-term success.
Start-up series: Why you need a logo with an alpha channel
Getting it right, will attract your customers because they can instantly tell your market, your size, your price point and a whole load of other critical information that you may want to transmit to them to bring them in.
Getting it wrong will deter them and send them somewhere else where their need can be more easily met – instead of them utilising time in the event that you’re not able to solve their problem.
What is cognitive dissonance and why your brand directors should take it seriously
Cognitive Dissonance is a central theory in social psychology that describes a state of flux in a person when they see, hear or read something that conflicts with their belief about the world and the way it works. You could also read it as confusion – however it’s not a good thing for your business.