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How to Do Corporate Branding Right

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What comes to your mind when you see this?

Twitter bird logo

If you’re like me, it’s funny memes. Twitter chats. Short, succinct messages. Rants from celebrities in three sentences or less.

Or how about this?

Apple logo

For me, it’s “the best technology to date.” Creativity. Quality. Being part of a special group.

This is exactly what branding can do for a business.

A powerful brand is recognized, whether or not its name is printed out for people to read.

So, how can you achieve successful branding for your business?

Branding vs. Logo: How Are They Different?

A ton of people confuse branding with a company’s logo.

When they hear the word “branding,” they immediately picture designers hard at work choosing the perfect shades and template for a new logo.

But although a logo is part of branding, it’s not the whole package.

Let’s look at the definitions.

  • Logo: A graphic element that symbolizes a brand.
  • Brand: A company’s promise to customers.

When you design a logo, you’re coming up with a creative image people can recognize and tie back to your product.

But when you talk about branding, it’s much bigger.

Branding is finding out who your audience is.

It’s about knowing what they want and how you can help them achieve their desires.

It’s being consistent and promising customers you’ll always deliver what they expect.

Branding is important and when it’s done right, it can grow your business into empires like Apple, McDonald’s, and Amazon.

5 Steps to Successful Branding

Do you feel like your branding is all over the place right now?

Maybe your message is different on each of your marketing platforms.

Or maybe your website doesn’t carry your specific style across all its pages.

The good news is it’s never too late to start.

Follow these five steps, and you’ll be over the hardest part and on your way to a stronger, more recognizable brand.

1. Audit Your Brand for Consistency

Imagine what would happen if McDonald’s suddenly started serving gourmet food. Or packaging their burgers in glossy, expensive bags.

What would happen?

Lovers of the fast food chain would be confused.

McDonald’s isn’t about a fine dining experience, so why the sudden change in the food or packaging?

To avoid a situation like this, you need to be consistent.

Dig deep into the who and what of your brand.

  • Who are you, as a company?
  • Whom do you serve?
  • What’s your main promise to customers?
  • What’s your brand’s purpose?

When you answer these questions, it’ll be easier to:

  • Weed out confusing elements on your website.
  • Stay consistent with the tone of your social media posts.
  • Be consistent with color, images, packaging, and other elements of your brand.

2. Create a Style Guide, Then Share It with All Members of Your Team

A style guide is an easy reference everyone on your team can use when promoting your brand.

Here’s how to create one.

Create a Story for Your Brand

Running a business isn’t all about making money.

It’s also about making the world a better place and enriching people’s lives.

In what special way can your brand accomplish this?

The answer is your unique story.

For example, look at Facebook’s mission statement:

Facebook's mission statement

Facebook's mission statement

Set Your Brand’s Color & Font Guidelines

Don’t go for a wide range of colors when setting style guidelines. (Unless you’re a creative company in love with rainbow unicorns.)

As a rule of thumb, stick to the colors in your logo.

Use a combination of these colors in your website, promotional materials, packaging, and merchandise.

Also, stick to one font with everything you write.

The result will be people associating a color and style with your brand.

Think Facebook blue, Starbucks green, and Snapchat yellow.

Stick to One Tone

You can’t be light and goofy on one social media platform, and professional and serious on another.

Determine your tone of voice, and add it to your style guide.

Remember, involve all members of your team when you create your style guide.

When you do, you’ll gain valuable input from other creative minds.

Also, members of your team will do better sticking to your style when they’ve had a hand in crafting it.

3. Inject Emotion into Your Branding

People buy things for emotional reasons, not rational ones.

For instance, think of cake. Cake has no benefits. It’s high in calories. It makes you fat. It’s unhealthy.

So why do people buy cake?

Because cakes stand for celebration, happiness, and special occasions.

Cakes make people feel good. It evokes an emotional response.

When working on your branding, ask yourself how you can touch people emotionally.

Can you make your audience feel secure? Loved? Part of a special, closed-off group?

4. Build Loyalty with Existing Customers

Your existing customers are people who already love you.

Why not give them love back?

Make your loyal customers feel special.

  • Offer special promos and discounts to people who regularly buy your products.
  • Shout out to them on social media.
  • Hold contests and offer unique, valuable prizes.

Remember, giving back should be closely consistent with your brand’s voice.

For instance, if you’re a fun, creative company, you can celebrate reaching 10,000 customers by releasing 10,000 balloons into the sky.

Doing this will not only get you attention, it’ll also be another piece in your puzzle of branding strategy.

5. Spy on Your Competitors

Let’s face it. What you’re offering isn’t unique.

If you sell pizza, there are thousands of other companies selling pizza.

If you’re offering organic skin treatments, yours won’t be the only ones in the market.

So what you need to do is to become a detective and closely watch what your competition is doing.

  • How are they working on their branding?
  • Is their brand powerful, recognizable, and emotional?
  • What are they doing right?
  • What are they doing wrong?
  • Can you improve on their best practices?

Corporate Branding: The Only Moat in Today’s Business World

Marketing in the past was all about coming up with a “moat.”

A moat is a company’s unique selling proposition – the thing that sets it apart from the competition.

But this is almost impossible to do today.

No matter what your moat is, it can be copied by another company in a minute.

So how do you keep standing out and growing your business?

By branding.

With successful corporate branding, you’ll have a steady stream of loyal buyers coming your way.

More Resources:


Image Credits

In-Post Image #1: Twitter
In-Post Image #2: Apple
Screenshot taken by author, February 2020

Searchenginejournal.com

MARKETING

Drive Conversions and Generate Engagement With Instacart Promotions

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Drive Conversions and Generate Engagement With Instacart Promotions

Through deals and coupons, Instacart has saved consumers more than $700 million in 2022. As we dive into 2023, the leading grocery technology company in North America has big plans to help consumers save even more while also helping CPGs generate sales. Instacart recently announced an advertising solution that helps both sellers and consumers called Instacart Promotions. This exciting feature is designed to help drive conversions, boost sales, and generate overall engagement on the app.

Interested in this feature and how it can help your business on Instacart? Read on as we dive into everything you need to know about this ad solution including benefits, how to get started, and more.

 

What are Instacart Promotions?

 

Instacart Promotions is an advertising feature that’s now available to all brand partners, including emerging brands, within their open beta program. Promotions give CPGs the opportunity to offer new deal structures, promotions, and incentives with Instacart Ad campaigns. With this feature in place, consumers will have access to more promotions, coupons, and deals that are tailored to them within the Instacart Marketplace.

“With the launch of our new Instacart Promotions, all of our brand partners now have the ability to set up coupons and promotions that can drive meaningful business results while also passing on more savings opportunities to consumers. We’re proud to continue expanding our portfolio with additional self-service capabilities, ad formats that drive results, and measurement that brands need to understand the true impact of their campaigns on Instacart.”

 

– Ali Miller, VP of Ads Product at Instacart

 

Source: Instacart

 

How Do Instacart Promotions Work?

 

Promotions, now available in Ads Manager, gives consumers the ability to discover more promotions and savings opportunities within the Instacart app. These promotions now show up directly on product item cards before checkout for easy accessibility. Promotions allow advertisers to customize their campaigns to sync with their goals and objectives whether that be driving sales, building baskets, or boosting trials.

Instacart shared a recent example of a brand successfully utilizing Promotions… 

Athletic Brewing, General Mills, Sola Company, and Wells Enterprises (maker of Halo Top) are strengthening campaign performance by pairing Instacart Promotions with ad formats such as Sponsored Product and Display. Instacart Promotions include two new flexible and customizable structures: Coupons (“buy X units, save $Y”) and Stock Up & Save (“Spend $X, Save $Y”). 

According to Instacart, in the coming months, the company “will work to further enhance the new offering with new deal structures such as Free Gifts and Buy One, Get One (“BOGO”). The new deal structures will help brand partners run “Free Sample” programs that can win new customers and serve personalized discounts for different customer segments, such as “new to brand” and “new to category.”  

 

Example of Instacart Promotions

Source: Instacart

 

Instacart Promotions Benefits

 

Deliver Value and Savings to Consumers

 

With Instacart Promotions, you have the opportunity to deliver value and savings that will have consumers coming back for more. With this savings feature, your brand can stand out among the competition and offer a variety of deals to shoppers ie: “Buy X units, Save $Y”.

 

Hot tip: Ensure you are selecting products for your promotion that are well-stocked and widely available.  

 

Tailor Your Campaigns to Specific Objectives

 

With a variety of savings options available, your brand can structure deals to fit specific business goals and objectives. 

 

Hot tip: If you’re looking to drive visibility and awareness, try pairing promotions with Sponsored Product campaigns. 

 

Access Real-Time Performance Insights 

 

The Promotions beta program is live and can be accessed within Instacart Ads Manager. Within Ads Manager, advertisers can access real-time insights to maximize performance and adjust campaigns as needed.

 

Hot tip: Make sure your budget matches your discount and objectives.

 

“As an advertiser, Instacart’s unique offering to self-manage promotions is so exciting! Historically, making adjustments to offer values and other promotion parameters was a more manual process, but now we’ll be able to easily make optimizations in real-time based on redemption performance.”

Emily Choate

Emily Choate, Senior Specialist, Marketplace Search at Tinuiti

 

Interested in Instacart Promotions?

 

With Instacart Promotions, you have the opportunity to reach new customers, build bigger baskets, and drive sales. Interested in testing out the beta program or looking to get started with advertising on the app? Drop us a line – we’d love to help elevate your CPG brand on Instacart.

 

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(Re)Introducing your favorite Optimizely products!

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(Re)Introducing your favorite Optimizely products!



It’s important to us that you, our valued customers and partners, can identify with the tools you use daily.  

In that pursuit, Optimizely set out to simplify the way we talk about our product suite. That starts, first and foremost, with the words we use to refer to the technology.  

So, we’ve taken a hard look at everything in our portfolio, and are thrilled to introduce new names we believe are more practical, more consistent, and better representative of the technology we all know and love.  

You may have seen some of these names initially at Opticon 2022 as well as on our website. In the spirit of transparency, the team here at Optimizely wanted to make sure you had full visibility into the complete list of new names, as well as understand the context (and rationale) behind the changes. 

So, without further ado… 

Which names changed?  

Some, but not all. For your ongoing reference, below is a complete list of Optimizely products, with previous terminology you may be familiar with in the first column, and (if applicable) the new name in the second column.  

Used to be… 

Is now (or is still)… 

Meaning… 

DXP 

Optimizely Digital Experience Platform 

A fully-composable solution designed to support the orchestration, monetization, and experimentation of any type of digital experience — all from a single, open and extensible platform. 

Content Cloud 

Optimizely Content Management System 

A best-in-class system for building dynamic websites and helping digital teams deliver rich, secure and personalized experiences. 

Welcome 

Optimizely Content Marketing Platform 

An industry-leading and user-friendly platform helping marketing teams plan campaigns, collaborate on tasks, and author content. 

DAM 

Optimizely Digital Asset Management 

A modern storage tool helping teams of any size manage, track, and repurpose marketing and brand assets (with support for all file types). 

Content Recs 

Optimizely Content Recommendations 

AI-powered and real-time recommendations to serve the unique interests of each visitor and personalize every experience. 

B2B Commerce 

Optimizely Configured Commerce 

A templatized and easy-to-deploy platform designed to help manufacturers and distributors drive efficiency, increase revenue and create easy buying experiences that retain customers. 

Commerce Cloud 

Optimizely Customized Commerce 

A complete platform for digital commerce and content management to build dynamic experiences that accelerate revenue and keep customers coming back for more. 

PIM 

Optimizely Product Information Management 

A dedicated tool to help you set up your product inventory and manage catalogs of any size or scale. 

Product Recs 

Optimizely Product Recommendations 

Machine-learning algorithms optimized for commerce to deliver personalized product recommendations in real-time. 

Web 

Optimizely Web Experimentation 

An industry-leading experimentation tool allowing you to run A/B and multi-variant tests on any channel or device with an internet connection. 

Full Stack 

Optimizely Feature Experimentation 

A comprehensive experimentation platform allowing you to manage features, deploy safer tests, and roll out new releases – all in one place. 

Personalization 

Optimizely Personalization 

An add-on to core experimentation products, allowing teams to create/segment audiences based on past behavior and deliver more relevant experiences. 

Program Management 

Optimizely Program Management 

An add-on to core experimentation products, allowing teams to manage the end-to-end lifecycle of an experiment. 

ODP 

Optimizely Data Platform 

A centralized hub to harmonize data across your digital experience tools, providing one-click integrations, AI-assisted guidance for campaigns, and unified customer profiles. 

 

So, why the change?  

 It boils down to three guiding principles:  

  1. Uniformity: Create a naming convention that can be applied across the board, for all products, to drive consistency 
  2. Simplicity: Use terms that are both practical and concise, ensuring the names are something that everyone can understand and identify with  
  3. Completeness: Develop a framework that showcases the full and complimentary nature of all the products and solutions within the Optimizely suite 

 As the Optimizely portfolio comes together as a complete, unified platform, it’s important that our names reflect this, as well as support our 3 key solutions (i.e. orchestrate amazing content experiences, monetize every digital experience, and experiment across all touchpoints).  

Other questions? We’ve got you covered. 

Q: Why have you made these product name changes? 

    • We wanted to simplify how we talk about our portfolio. The renaming applies a naming convention that is both practical and concise.  

 

Q: Do the new product name changes affect the products I own? 

    • No, there is no impact to product functionality or capabilities.  

 

Q: Do the new product name changes affect who is my Customer Success Manager or Account Manager?  

    • No, there are no changes to your Customer Success Manager or Account Manager. 

 

Q: Do the new product name changes affect the ownership of the company?  

    • No, ownership of the company has not changed. We have only made changes to the Product Names. 

 

Q: Have any contact details changed that I need to be aware of?  

    • Only contact details for former Welcome customers has changed. These are the new contact details you should be aware of: Optimizely, Inc.| 119 5th Ave | 7th Floor | New York, NY 10003 USA. Phone: +1 603 594 0249 | www.optimizely.com 

 

Q: Where can I send any follow up questions I might have?  

    • If you have any questions about the Product Names, please contact your Customer Success Manager or Account Manager.  


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Email Marketing Trends 2023: Predictions by the Industry Stalwarts

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Email Marketing Trends 2023: Predictions by the Industry Stalwarts


Every year, we see new trends entering the world of email marketing.

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