Author: admin

Why Your Brand Colours Keep Confusing Customers

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It’s not most brand owners’ goals to confuse customers, but it happens and usually is color related. It might be the case that your blue on your website is slightly different from blue on your packaging. It might also be the case that your social media profile uses an older version of your logo, which is not the case for your website or packaging. Small differences like these, while definitely small, are not unnoticeable to the customer and can detract from the appearance of your brand.

As you might imagine, it’s easy for this to occur. If your website was done by one person, your business cards by someone else, and your social media graphics tossed together by whoever had time, no one checks to the colors as they are all over the place and mini differences occur over time.

It is worrying that customers see these differences, even if they are tiny, because they are not focused enough to appreciate the effect of each. Just because your customers do not evaluate your social media against your website to determine if your brand is consistent, does not mean that a slight difference between these is not eroding trust, especially because of new customers.

This can be an easy change. Start saving the specific colors (hex codes) designers use and reference when they need to. You can then create document where you save the hex codes so they are quick and easily accessible. When having to create anything from a social media post to a flyer, use these dedicated hex codes. No more eyeballing it.

The same can be said for your final approved logo. There needs to be one official logo that is preserved and is the only version that is to be used for marketing. It really is shocking to see how quickly companies lose control of their brand identity and logs. There can be several altered and/or resized versions floating around and people don’t even know it.

Fonts can be just as bad. Using the same fonts online vs in print. Customers may not understand the feeling of inconsistency but they can definitely feel something is wrong even if they can’t explain it.

This doesn’t have to be perfect right away. Fixing brand consistency issues doesn’t happen all at once. Most brands amass these inconsistencies over time, so the fix will happen over time too. Focus on what the customers see most, such as your website and major social media channels, and branch out from there. This is work that, while uninteresting or boring, is important and builds a trustworthy business.

Do You Actually Need a New Logo, or Just Better Print Materials?

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It’s a conversation a lot of business owners have with themselves at some point. Things feel a bit stale, sales might have slowed, or you’ve just outgrown the identity you started with, and the instinct is often to jump straight to rebranding. A new logo, new colours, a whole new look. But before going down that road, it’s worth asking whether what you actually need is a refresh of your print materials rather than a complete overhaul.

A lot of the time, the core of a brand is fine, it’s just the way it’s being presented that’s letting it down. Business cards that were designed years ago on a budget, brochures that look dated, packaging that hasn’t been touched since the business first launched. These things age in a way that can make a perfectly good brand feel tired, even when the underlying idea behind the business is still solid.

Rebranding is also a bigger undertaking than most people expect. It’s not just designing a new logo, it means updating your website, your social media, your signage, your packaging, and making sure customers who already know you don’t get confused by the sudden change. For an established business with existing customers, that can actually do more harm than good if it’s not really necessary.

Refreshing your print materials, on the other hand, is a much smaller job. It might mean redesigning your business cards with better paper stock, updating your brochures with more current photography, or giving your packaging a cleaner, more modern layout, all while keeping your existing logo and colours intact. It’s a way of modernising how you present yourself without losing the recognition you’ve already built up.

One way to figure out which route makes more sense is to think about what’s actually causing the problem. If customers seem confused about what you do, or if your brand doesn’t reflect who you are anymore, that might point towards needing a proper rebrand. But if the core identity still feels right and it’s really just the materials themselves looking dated, a print refresh is usually the simpler and cheaper option.

It’s also worth remembering that print materials get replaced more often than logos anyway. Business cards run out, brochures get reprinted, packaging gets redesigned as products change. These are natural points where you can quietly modernise your look without the disruption of a full rebrand.

If you’re genuinely unsure which camp you fall into, it can help to get a second opinion from someone outside the business, since it’s easy to lose perspective on your own brand after staring at it every day. Sometimes what feels stale to you isn’t actually a problem for your customers at all, it’s just familiarity setting in on your end.

Tracking Your Marketing Spend

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Marketing is deemed to be an essential activity by most businesses, at least to some extent. Bigger businesses have bigger marketing budgets, so can carry out more marketing activities – but are they necessarily effective? Often they’re not. This is why businesses need to track their marketing spend, to make sure that it is delivering results for them and they have something to show for their money.

Marketing spend can be tracked in many ways. If you are running ads, then you can track the results of these easily by looking at what you are spending and the traffic that these ads are generating. You can then see if this traffic converts.

It’s harder to see if marketing activities like raising brand awareness are effective. However, you should still try to track them wherever possible to try and understand your audience and how well your marketing campaigns and activities are working.

Choosing Between Ads and SEO

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Ads and SEO are both designed to achieve similar results: to drive traffic to your website, and to get you more leads for your business. So how do the two differ? They use very different methodologies, for starters. Ads are designed to be more of a hard sell, whereas SEO should build over time, helping people to find your website organically.

If you choose to use Ads, then you will pay for them on a pay per click basis. This can be beneficial, as you will only pay if you have got a good result. However, SEO can be more beneficial in the long term. This is because you will pay a set amount for it, so as you start to get more traffic and more conversions, it can become very profitable indeed. You do need to make sure that the rest of your website is set up for success though, which could cost you money.

3 Things To Consider with Search Engine Marketing

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If you’re a small business running a paid campaign, you will know how expensive it can get. Search engine marketing is much cheaper and can help you compete with the big companies.

Here are three things you should consider:

  1. Keywords – The bigger companies will have a lot more to spend on marketing than you, so you need to spend your money wisely. Focus on keywords which will produce conversions for you. Long tail keywords will mean very specific users and also a targeted campaign.
  2. Ad extensions – If you need to add additional information to your adverts, then ad extension is great way to do so.
  3. Looking elsewhere – Google is the most expensive search engine to advertise on for a reason… It’s the most popular. This doesn’t mean that you shouldn’t consider advertising elsewhere though. There are loads of other engines which could bring in valuable leads.