Category: Branding (EN)

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Branding (EN) Featured-Post-Video-EN

Why Include Video Marketing To Expand Your Brand

Why Include Video Marketing To Expand Your Brand

New Marketing Medium

Video Marketing helps you introduce your brand image in a whole new frame. In this case the frame is not static at all. You are giving a wider perspective of your product via Video Communications. People spend a third of their time online watching videos. Videos even help make buying decisions. A number of big companies have created some of the best video ads and viral videos as a part of their marketing strategies.

Keep Up with the Modern World

It would be foolish to say that video editing quality doesn’t affect a brand’s image in today’s lifestyle. It’s a huge process and if you have ever taken a look at “behind the scenes” of any regular 15 second video that has best potential to go viral-you know it takes far longer than just 15 seconds. The master of the field just knows how to adjust duration of each scene to keep a viewer entertained.

Video Content can be made around various themes and subjects according to your brand’s major ideas and concepts. Trends are something you should take into consideration when working on a content like that. Like we have discussed in many previous articles algorithm is quite tricky, so knowing what’s hot in the moment is a huge ace to have.

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How to Build a Video Marketing Strategy

  • Understand your Customers Needs
  • Don’t Forget The Main Concept of Your Brand
  • Make sure you don’t Over-Invest
  • Optimize Your Video Communication Based on Target
  • Double-Check it all!
  • Don’t Neglect the TV Ads

TV Commercials

Now, if we speak on commercials in the frames of video content creation, one can think of multiple varieties of similar content strategies, but let’s speak on the most basic one-TV COMMERCIAL. You might feel like people don’t watch TV commercials anymore, but that’s not quite true.

The question is-how catchy is the rhythm of action in your TV commercial. When creating one-viewing the product as unnecessary or too boring to start with-sets you up for creating a gloomy commercial from the very beginning. So, next time you decide to invest in the TV promotion strategy-make sure to have the right attitude and a pinch of enthusiasm for the very least.

Start With Baby Steps

Like many of your marketing efforts, video marketing is data driven, so you’ll want to monitor various metrics and track customer engagement. Benefits of brand communication and successful SMM strategies will surely showcase themselves, but you have to stay in tune as well. Just make sure you don’t film something totally random without double-checking it. Customers are far more observing, especially when it comes to this particular medium.

The Baby Steps:

  • Allocate resources
  • Tell your stories
  • Engage
  • Keep it short
  • Publish
  • Analyze

The Benefits

Video Content is a treasure box of SEO and gives more personal feel when engaging with the customers. Live stream is not something to forget either. Let’s say for example, your company is launching a new product or supporting one like a book. Imagine creating a book presentation live-stream session on the preferred social media platform of your target audience and inviting the author of the book as a guest.

This type of live communication and accessibility doesn’t only help you obtain customer’s trust, but also affects your sales quite rapidly. Your customers love video. Would-be customers also love video, which means good video marketing can attract new visitors. Four times as many customers would prefer to watch a product video, than read a product description.

What We Offer

Make sure to check out more interesting articles on our website and don’t forget to scroll through our services at Edana as well! Feel free to contact us anytime and keep in mind-We also specialize in video marketing along with many other necessary digital marketing strategies!

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Branding (EN) Online Advertizing (SEA/Display) (EN) Social Media Marketing (SMM)

Modern Marketing Tendencies In Cosmetic Industry To Take Into Account

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Modern Marketing Tendencies In Cosmetic Industry To Take Into Account

Decorative and Skincare

For decades decorative and skincare cosmetic brands have been pointing out to their own importance or superiority over one-another-that’s what we call the marketing wars. Now, one or another offers a product, result of which is to be seen by the eye, just hearing is most obviously not enough. Here is where all forms of Visual Communication come in. For the latest decade the social media has changed a lot and that is what we are going to talk about.

Old School & Modern Marketing for Cosmetics

Back in the days we all remember judging the cosmetic product’s quality by looking through catalogs or checking out the banners outside of Sephora-thinking that we want to look just like that. Through time this strategy wore off its efficiency.

Not that we don’t like seeing Rihanna’s eyes at a Fenty Beauty Stand anymore, it’s just that modern society isn’t striving to look just like a model on a banner anymore. In the era of Vloggers on YouTube and modern day reviewers on Platforms like TikTok and Instagram Reels accompanied by body positive movement has pushed the limits of Core Ideas a makeup brand can possibly stand for and of course a bigger focus is on quality. Have you seen the so called Brutal Reviews on makeup brands? Now that’s something you don’t want to be a part of.

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Inclusivity is a MUST

So far we have spoken about pushing the limits of Core Ideas a makeup brand/skincare brand can stand for and right now is the best time, because possibilities have become endless. Keeping up with modern day issues your target audience has to face a huge part of creating proper communication strategies.

Now, let’s speak of certain brands that has quite an issue deciding to stick with their prestigious names and didn’t bother to be in the moment. Anyone who’s into cosmetics surely knows about YSL. So far they have numerous beautiful lipstick shades which stand out with their pigmentation and longevity, BUT; In the later 2010s (2017/2018) the brand was called out for not having enough foundation shades, especially in darker skin tones, which led to a very harsh critique from their own target audience.

To this day, the issue on acceptance, especially when it comes to an individual skin color, is still hard on people’s lives and to have such a huge brand not even trying to do their part in resolving this issue-thus, ignoring the problem their customers have to face in real-daily life is a huge No-No.

Influencer Marketing in Cosmetics

Social Media has formed a huge base of information on skincare and makeup for all the audience that’s interested in it. Influencers play a huge part in this communication strategy. If you scroll through Reels, TikTok or Makeup Channels on You Tube, you will see hundreds of influencers receiving the PR Boxes from certain companies.

The most viewers are watching influencers who tell the truth. They focus on maintaining the trust of audience, rather than receiving more PR Boxes from luxury brands for their own good. If you want to go for Influencer Marketing strategy-that’s the type of a blogger/vlogger you are looking for.

Skincare Routines

Nowadays it’s almost a must to have a day/night skincare routine. Both Makeup and Skincare are now conditioned to avoid animal cruelty at all costs, or at least have a vegan-friendly version of their products. Again, this is how a brand shows that they care for their customer’s essential concerns.

Back in the early 2000’s even skincare was fragranced and the package was all too heavily designed, but now-Minimalism is taking over. If you have a closer look at current skincare products which are popular on the market, like: Ordinary, Attirance, Tula, Dermalogica, Beekman etc. they all have a clean design and have if not completely not fragranced, than at least mildly smelling products.

Like we mentioned in previous paragraphs, there has been a competition on which one’s more important-skincare or makeup. Yet, modern influencers have shown the audience, that both are important for healthy skin. Prepping, Decorating and Refreshing is the procedure we need both types of cosmetics for.

Less is More

After a roller-coaster of trends like extreme KKW contouring, with harshly contoured brows-followed by strobing and bushy eyebrows like Cara Delevingne-here we are finally, trending to embrace our natural features and use only necessary amount of products. Right now the classic “Less is More” principle is on the rise.

What We Offer

Improve your communication strategies with Edana and make sure to scroll through our publications for more interesting articles for your brand development. Feel free to contact us anytime!

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Branding (EN) Featured-Post-BrandStrategy-EN

Why You Should Expand Your Brand Culture

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Why You Should Expand Your Brand Culture

Have Your Niche

We have spoken on a brand tone and a brand voice in our previous articles and about the importance of the brand authority, but here we are with the Brand Culture now. So, what is a brand culture you might ask- Brand culture is the culture that you cherish and develop in order to powerfully, consistently and competitively present its brand to market. People work as a team to bring the brand to life for customers.

Culture Matters

Just like in real life-culture has a great deal of value in a daily life, and so does the brand culture in it’s daily existence. A strong brand culture helps companies generate higher engagement, stand for customer advocacy, attract the right talent and add key alliances. This creates a virtuous cycle of growth that results in higher shareholder value. The culture expands to actually determine whether a brand is perceived well by both employees and customers. Your culture influences management decisions and all business functions ranging from production, advertising to accounting. The culture of a business affects employees who interact with customers directly.

Not Only Customers

Like mentioned in the previous paragraph, the culture of a business affects employees as well. Sometimes a company pays all attention on customers at the cost of completely forgetting their own employees’ interests. To translate this into daily life-it’s like being a very kind mother to everybody else’s kids and forget to bring your kid a chocolate they asked for at the end of the day. Now that’s a very basic example, but imagine-how could an unhappy employee serve the best example of brand culture to your customer.

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Employee Engagement

An employee-no matter the position-needs to be well informed on general brand strategies, it’s persona and customer interests. Some larger enterprises at a specific level of their development start to have certain unhealthy hierarchy among employees and it’s actually easy to spot-once you notice that there are some individuals who don’t seem to catch up with the views and ideas of the others and it causes them confusion, which later leads to isolation on a personal and professional level. Now, it’s not always the best option to take the “We Are Family” approach, but making it obvious, that all employees are important part of the team and their views, ideas are important-is crucial for a healthy work-space. The funny thing is-sometimes an employee who doesn’t know a thing on graphic design for example, might drop in a great idea out of thin air, yet they might be specializing in a financial segment, but well ideas could be anywhere and you ought to listen to them.

They Want to Stay

Either it’s a customer or an employee, all want to be given reasons to stay. Speaking from the perspective of both sides-constant change in the environment gives you nothing but confusion and frustration. At the core, we are all searching for a safe and stable environment. In the same sense an employee is always looking for a stable job they feel good at and a customer wants to have a favorite product or service they don’t have to think twice on. A good brand culture helps you become a company employees don’t hate going to on Monday (let’s be honest-Mondays are so automatically boring, that making them lovable is a miracle) and customers don’t dread to contact for issues or good news as well.

High Performance Company Culture

With the right attitude and smart work strategy you can create an excellent organizational culture where all is tuned in as one. A high-performance culture has behavior that lead your organization to achieve superior outcomes by setting clear business goals, defining employees’ responsibilities carefully, creating a trusting work-space, and encouraging employees to continuously grow and reinvent themselves.

What We Offer

Make sure to scroll through more interesting articles from our Publications on Edana and don’t forget to search through our services which include Branding/Re-Branding services and much more. Feel free to contact us anytime!

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Branding (EN) Featured-Post-ConsultingAudit-EN

Why Use Digital Audit For Functional Re-Branding?

Why Use Digital Audit For Functional Re-Branding?

Re-Construct Your Website Wisely

During the times of re-branding, especially when it comes to larger enterprises, professional assistance is a must. In this case Digital Audit is a necessary element. A digital audit is an assessment of all active media channels and to evaluate how effective they are in the current campaign. Audits are useful to conduct in advance of the planning stage of your strategy to build a foundation on historical performance and to understand the available channels to include in your plan. A digital audit includes a complete report on your website – how it’s doing, what the rank is, what users like, and how much ROI it’s generating. It’s important to do a complete website audit during the marketing audit to ensure everything about your website is on point.

Why use the Audit and what is ROI

A digital audit is crucial for online business success. It is what you need to evaluate, assess, and determine the power of your implemented digital marketing strategy to achieve targeted results and ROIs. Now, the ROI is Return on investment, or ROI, is a mathematical formula that investors can use to evaluate their investments and judge how well a particular investment has performed compared to others. An ROI calculation is sometimes used with other approaches to develop a business case for a given proposal. ROI formula is basically subtracting the initial value of the investment from the final value of the investment (which equals the net return), then dividing this new number (the net return) by the cost of the investment, and, finally, multiplying it by 100.

Use Digital Audit for higher Profits

So far, previous two paragraphs were a general introduction to the Digital Audit and the ROI formula. Now, let’s speak about it’s necessity for the Re-Branding procedure. Generally, Re-Branding itself happens either, when a brand simply wants to re-evaluate their persona and offer the target audience something new, or in the worst case scenario it’s because the previous digital or non-digital marketing strategies stopped serving the well-being of a brand and now it needs the transformation to enter the marketplace with improved strategies, communications etc.  There are certain fields of business, where sometimes the Audit is only seen as the pain, but in the case of Digital Audit, it can rather be a blessing.

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We like to say, that the main focus of all sorts of B2C or B2B communication is based on human connection and trust, but of course completely discrediting the actual costs of professional assistance would be just as much of a mistake. Statistics matter, whether we like it or not and especially in digital code-based world which is empowered by genuine human curiosity.

Creative and Practical Solutions

A Digital Audit offers solutions, just as the Creative team does. So, in case of re-branding these two are likely to cooperate as well. A creative team offers solutions based on human communications, what might interest them and what swipes their attention, building the brand persona as interesting as possible for the target audience and the digital audit calculates more mathematical result or expected results based on those strategies and pretty much converting them into the ROI metric. Remember when in school years-teachers would explain the specifics of brain’s two halves? They used to say, that left side is more mathematically/logically functioning and the right side is more visual oriented and took up more images than words. So if someone-an individual was more into arts programs was believed to have a higher functioning right side of the brain and if there would be another individual who, for example preferred playing chess, was believed to have a higher functioning logical side of the brain.

Now, in that case we are speaking of people, but imagine that your brand has a brain, but it has to have an equally high functioning logical and creative aspects to gain more profits from the outside world that it’s navigating in-in this case the outside world is a marketplace.

What We Offer

For more interesting articles make sure to scroll through our publications on Edana and don’t forget to roam through our services, which include the Digital Audit. Feel free to contact us anytime!

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Branding (EN) Search Engine Optimization (EN)

How To Improve The Voice And The Authority Of Your Brand?

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How To Improve The Voice And The Authority Of Your Brand?

Improve you Brand Voice

In an article about excellent copies, we have spoken about the brand tone, but the brand voice not quite the same. Like we said tone of your brand the emotional accompaniment to what you have to say in a certain campaign, either it’s a service or a product. Yet the voice of a brand is description of a company’s full on personality. Tone is to match the campaign’s core ideas, but the voice is the part of the core idea. Just like every other communication element-maintaining a consistent brand voice will further affect your authority in a positive manner.

Expand the Authority of your Brand

The authority of your brand is measured by the trust you’ve earned among customers, and the degree to which they see your brand as a subject-matter expert in the field. A variety of factors can influence authority, including robust and compelling content, an active online presence, and engagement over social media. So, when we speak of consistency, this is where the absence of it shows itself. Like we discussed in a previous paragraph-the voice has to be constantly heard, otherwise another factor-such as authority will be under bigger pressure.

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Use your Authority Wisely

Trust is a pretty difficult thing to earn among individuals and it has to carefully taken care of. In all types of communication strategies are based on emotional bonds, they are for sure stronger when you communicate with a loyal customer. This is the level of trust you don’t want to lose, because the downfall of losing this privilege is losing many others along the way. The thing is, when one loyal customer feels disappointed they start to actively share their thoughts in certain communities connected to your services. The loyal customer base is also a primary community to start from. For example, MSI is one of the leading brands in gaming community. Now imagine, if MSI company decided to pay less attention to quality to one of their models, yet advertising it as brand new, stronger, more effective etc. The MSI customers would be shortly disappointed, that their favorite brand used the trust of loyal public to just sell the one time goods and now retaining that trust will take longer than it has taken to obtain it in the first place.

Be Careful with your Communications

A trustworthy brand can launch many campaigns which don’t only promote their products and services, but also can promote a certain idea, lifestyle, a choice in general. Being a-board with the community is a huge advantage to not launch a communication based on the ideas which could actually irritate the audience. Based on the example of MSI, it’s most possible, that loyal users are active on the Discord platforms. The point is to take time to observe the behavior and needs of your loyal base through the platforms they are most likely to share their thoughts and ideas. That way, it will also be helpful to update your new target audience except for the loyal customers you already have.

Show Social Proof

Testimonials can be highly useful tools for improving authority for your brand. Every testimonial or online review provides an opportunity to explore the products or services you offer and the impact you have on customers. They can also provide your business with several types of social proof. One creative way to position your brand as an industry leader is to host an online event or conference. Make your audience feel exclusive. Make sure to invite the right speakers to your events and conferences. This shall help you reinforce the leading position of your enterprise.

What We Offer

For more interesting publications make sure to scroll through on Edana and feel free to contact us anytime. One of our specialties includes the Search Engine Optimization so don’t forget to check out our Expertise button and find out more about our services.

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Branding (EN)

5 Steps Of Successful Agile Marketing

5 Steps Of Successful Agile Marketing

We live in a world, where technology evolves constantly. Because of that marketers do not have the luxury of relaxing, since they have to adapt to this changes constantly or their marketing strategies are bound to fail. It may sound cruel, but today’s business world looks like a survival game and the key to success is agility.

What is agile marketing?

It is derived from agile development, which values:

  • Quick response to change of plans
  • Quick iterations over big-bang campaigns
  • Testing and data rather than opinions and assumptions
  • Conducting multiple small experiments
  • Individuals and groups
  • Collaboration rather than solicitation

Road to agility

No matter how effective agile digital marketing is, you still need to consider the process, maybe it is not suitable for your company. When doing so, you need to ask yourself these questions and based on the answers you find, make the decision if will work or not:

  • Does your team consist of more than 3 people?

When it comes to agile the bigger the team the merrier

  • Does your team value teamwork or they prefer working individually?

If your team members tend to work individually it would be better to rethink agility, since working with agile marketing requires a collaboration.

  • Is your project owner present all the time?

If a person who is in charge of the project is difficult to approach and is not present throughout the implementation process, producing work in a timely manner will be difficult and agile approach will not be successful.

  • Does your team need detailed explanation of processes or they are quick to adapt with new ideas?

Explaining everything in details is time-consuming and sometimes good ideas come while in a work process, your team needs to be able to adapt to sudden changes or you will have to reconsider agility.

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5 steps you need to take

After answering all the above mentioned questions if you are still determined to implement agile digital marketing approach then you will have to consider these 5 steps to make it successful:

  • Get to know your stuff

Before starting a project with a new mindset, you will need to check other successful companies that practice agility. To make sure that you and your team are on the same wavelength you will need to consider taking a scrum master courses.

  • Consult with your stakeholders

You need to consider everyone’s opinion and come to a consensus about how you want to be agile. You need to schedule not only group meetings, but also individual ones, take notes and find not only similarities but also areas that need to be improved.

  • Utilize project management tools

Project management means breaking a large project into small tasks. After that comes assignment, decide which group will be in charge of which task they monitor their progress through constant communication.

  • Hold yourself accountable

When working on a project you need to constantly monitor the progress, by meetings and discussions. This way you will get over any obstacles not on your own but as a team.

  • Refine your framework

Constantly refining your framework eliminates wasted time and resources. For this to work you need to motivate your team members and consider each and every one of their innovative ideas.

Conclusion

Changes are bound to happen and you need to be ready for it. Agility is not easily establish able and requires constant working, but it is not impossible dream either.

If you think that agility is something that your digital marketing team needs and want to implement it, but need guidance, Edana can help you! We worked with various business owners and helped them change their point of view for the better.

So are you ready to become agile?

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Branding (EN) Graphic Design & Illustration (EN)

How Does The Right Typography Choices Boost Your Sales?

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How Does The Right Typography Choices Boost Your Sales?

Re-Branding Your Type

In the process of re-branding, it’s important to pay attention to your choice of fonts, A.K.A. typography. It is widely known, that the wrong choice of a font style, or it’s size and proportions, could completely ruin the aesthetics of a brand as in full. To set aside the grammar rules and punctuation, how rounded, wide, narrow or fancy your choice of type is, says a lot about the identity of your brand.

UI/UX & Conversion

Typography is just as much of a visual communication language, as your billboards, prints, POS visual components etc. Alongside with the color selection 60/30/10 rule, which you can find out more about in our publications-typography creates a strong visual hierarchy for a customer, especially when they are roaming through several landing pages of your website. Visually speaking, the right type design makes it easier and effective for a loyal and potential customer likewise to navigate through your services. Accordingly, if you have a smarter web-design regarding color balance and typo choices, conversion rates are also likely to improve.

Stronger Visual Communication

By all means, choose wisely which section of your type you decide to put in bold, or italic for example. The words speak for themselves. As simple as that, text areas that are in Bold format automatically switch the brain to thinking-that part is important, I shouldn’t miss out on what’s written there. Italic form of text informs us of an upcoming next paragraph of the text. The trick is to not over or under use the given examples. Because, let’s say, if you highlight more than 3 sections of your publications, or sales/marketing copies in Bold-user might actually get confused, instead of providing a comfortable user experience.

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Logos and Type-Brand Identity

Speaking of brand identity, another very smart way to use type, is for your logo. The types of Logos, which use fonts as the key components are called Wordmark/Letterform Logos. Choosing to re-design your logo is a bold move and if done creatively will at the very least raise the brand’s popularity.

As for example, the NIKE logo is an abstract one, yet NIKE has the huge advantage of world-wide mega popularity, so even if you remove the brand name, we still know who we are talking about. As for the Letterform and Wordmark logos-NASA and Google are the great examples. The list could go on endlessly: Ikea, FedEx, Sony, Facebook, Samsung etc.

The point is, even simply editing the type by millimeters and emphasizing the name-you just catch two birds at a time, the name is present and it becomes a strong watermark for your successful branding strategy.

Improve your Brand Book

Basically the brand book is the keystone of your branding strategy, which includes all starting from founding principles to it’s visual identity. So, it serves as a guide to almost everything related to the use and purpose of your brand. Typo is one of those elements included in your brand book.

Now please, keep in mind, that typography is not quite the same as brand font or typeface, but they MUST be strongly related. To break is down, let’s say we are in the process of re-branding and we have decided to edit a widely known HELVETICA font for our logo, made some simple changes, so now our font and typeface has to correspond to that. It can be: Roboto, Arial, Gibson, DIN Next and Benton Sans etc. Of course it can be Helvetica Neue as well, but let’s not keep it boring and shake it up a little.

Tendencies to stay Updated on

Now, we wall know to make a good Pinterest and Behance researches as our homework when it comes to re-branding and in this case Dafont could be of great help as well, for receiving inspiration and scrolling through hundreds of fonts, which is also kind of fun too. Yet, there are also platforms like: commercialtype.com and type.today to guide us through the choice.
       

Trendy Types to Re-Design your UI/UX with:

  • Axiforma
  • Bison
  • TT Norms Pro
  • Rapor
  • Graphik
  • Boke
  • Lovechild
  • Larken
  • FS Renaissance
  • TT Travels Next
  • Dahlia
  • Marsha

Our Role in Your Excellent Type

       Make sure you scroll through our works and publications, feel free to contact us anytime on Edana for further assistance. Re-Designing and Re-Branding is one of our specialties, so don’t forget to check our services in more detail.

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Branding (EN)

An Excellent Copy Improves The Tone Of Your Brand

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An Excellent Copy Improves The Tone Of Your Brand

Re-Brand and Re-Copy

Now, we have most likely all heard on how a copywriter plays a huge role in the creative process of re-branding. Being involved in this process is necessary to actually watch the magic slowly come to life. Brainstorming is the start to a great copy. During this chaotic team work procedure, a lot of thoughts are spilled on the table like fine tea, but it’s only a few drops that will be left at the bottom of a cup, which are mostly the ideas we go for at the final stage of creative brainstorming.

Brand Identity-Tone of your Voice Matters

Speaking of real life examples, have you ever met someone who looks nice but speaks too rude to be true, or vice-versa? Their tone doesn’t match their general attitude and communications with that individual start getting either confusing or even toxic at a certain point. Here’s the thing-your brand is also a Persona. For a non-specific/general example, let’s say your brand supports the funding of medical treatment for the individuals who suffer from Asthma. Someone visits your website, or views your prints, just any type of communication, digital or not and feels that something is off. First confusing aspect could be, that your communication strategies for different campaigns (TV/OOH/POS/Digital) don’t match up and have different messages at the core. Of course the visual side must differ at some point, but they have to match up as well and be the parts of one big idea, when the viewer sees all of these campaigns, they must think: “Ooh, wow, now I get it!” It has to be connected.

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That’s one part of this communication in the matters of copywriting. Another thing is literally punctuation in your sentences. Remember that lesson in grammar on where to place a comma? Something like: “Let’s go eat, Mom!” and then “Let’s go, eat Mom!” Stressing on the wrong words could make your communication sound just as messy and confusing as the second sentence, which I’m sure you’re not very fond of.

Slogan that Engages Customers

Brand slogan, sometimes called a “Slogo” can become one of the magic elements in re-building your brand image to the next level. It has to be inspirational, a certain call to action. The best example again would be Nike’s “Just Do It”. In an article about the right typo we speak of how the logo says it all, now in this case, even if we erase the logo, this slogan is something that just SCREAMS Nike! Such a small verbal and written combination of words has created a model for a mindset. Now, I’m sure someone, somewhere said that before but the copywriting team was genius enough to use this phrase in communication, which has become THE label for the brand and this is what we call using insights on a subject we are focusing around wisely!

Benefits of Communication

In a second paragraph of our article we spoke of campaigns such as: Television/Key Visuals, Prints, Out of Home and Point of Sale. There is an old belief, that a good product does not need these communications and it can effectively stay on the market anyways, which I assure you is a MYTH! To show you more clearly as an example, let’s speak of Coca-Cola experiment in 1900s. We know this brand for its excellent communication strategies, just who doesn’t love Christmas Ads of this company?! Yet, in 1900’s coke decided to make an experiment and they stopped almost all forms of communications including updating their printed key visuals, and guess what? Sales went down in several states of the U.S. The point is, coke is one of our all-time favorite refreshments, but still, poor communication has even affected this giant and worldwide company. So, what’s the benefit? Sales Progress and Engagement! These two elements undoubtedly play a huge role in development of the Brand.

What We Offer

Make sure to visit us on Edana for further publications and don’t forget to check out our services, which include Advertising and Branding/Re-Branding. Feel free to contact us anytime!

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Branding (EN)

How to find your Brand Image?

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How to find your Brand Image?

A unique identity

The services offered and the values of a company represent it. This representation allows the company to have its own identity, which is beneficial to customers and prospects. More than a differentiating factor, your brand image should not be left in the background and it is in your best interest to invest.

A positive image

Logo, slogan or attitude of the employees, several factors form your image and consequently, the representation that the public makes on your company and that it spreads. This is why the latter must be positive. Imagine for example a law firm with a vulgar motto or logo, this kind of image seems unprofessional and will scare away potential clients because it is not in line with the standards of this sector of activity and the values sought by its target clientele.

Define your line of conduct

For these reasons, before even thinking about creating your slogan or logo, you must think and make sure that your values are crystal clear. To do this, ask yourself questions, how do you understand your industry? What does the competition offer better? How does your company stand out? Once you have found an answer to these questions, you will have found the basis of your brand image. In both the professional and personal arenas, everything becomes easier when you know where you are coming from, where you want to go and how you are getting there.

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Get into the customer’s mind

Once you have defined your course of action, move on to the next step; present your company in image! Why do you do this? Because our brain filters the information it receives and visual elements are among its priorities. So where do you start? The logo? Why not? The latter must quickly get into the client’s mind, so make a mark by using the initials of your company, choose your colors intelligently because each of them has a meaning, let’s take green and blue for example, one evokes nature, the other the sky, the sea, space.
The logo is the most diffused and tuned element to your company, if you want to go even further by creating a real brand image; find a branding strategy!

Find your brand image

How to start branding your brand? By transforming your company’s identity into a true brand image. To do this, find a slogan, your slogan allows you to transcribe the personality of your company, it must summarize the activity of your company and what it can bring to the customer. To find this slogan, once again, ask yourself questions, what does your company have to say? What services do you offer? What is your main quality? Answering these questions will help you in this crucial step and all this, reminding your values.

Invest in branding strategy

You have found your company’s message? Now you have to think about spreading it, this is what we call the branding strategy, this process allows you to acquire a consistent brand image. Which medium to use for this diffusion? It depends on the target audience, opt for social networks if your target is a rather young audience, television if the target audience is older. Try to get into the consumer’s mind, put yourself in his place, will you watch a 1min30 ad on YouTube? Probably not because it can be annoying, so your audience won’t either, so think about street marketing instead? Events such as a tasting, a mini show or something else, will get more attention from the audience.

It’s up to you!

Remember that your brand image allows you to stand out and therefore, to better mark the customer’s mind. Now it’s up to you! If you wish to be accompanied by a team of professionals specialized in branding, contact us, as a Swiss branding agency we will be happy to accompany you in all or part of your strategy and/or its implementation.

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What Role Does AI Play In Marketing?

What Role Does AI Play In Marketing?

Artificial intelligence (AI) plays a huge role in our lives. It entered in many businesses and made the work easier and also managed to become a part of marketing world. AI marketing is a method that uses technology to improve the customer journey.

Benefits of AI marketing

AI has many benefits. First of all, up until now conducting analysis and discussing the data was time-consuming, but now you can have a software that does the analysis and gives you the data. This way you can generate more return on investment and your colleagues will have more time to focus on more pressing matters.

Secondly, it works on anything as long as you have a data to process. This means that you can have a good grasp of your customer behavior patterns and make decisions accordingly.

Lastly, it can reduce costs. It frees up capital and helps you use it on other company divisions to increase reliability.

15 tips to boost you AI marketing

As a marketer you can use AI to ease your workload. There are 15 tips of how you can work smarter and not harder:

  • Predict customer behavior

We can all agree that there is no business without a customer. You may ask “How can I keep my customers if I don’t know what they want?” The answer is to know how they use your product, follow small trends and you will see everything. For this you need AI. Amazon is the best example of it. With the right algorithm it checks customer behavior and offers product that they will be interested in.

  • Decrease AMPs load time

We all have been in a situation where you are trying to purchase product online, but the webpage is not loading, so you get annoyed and just leave. With the help of AI you can easily solve this issue. For example google has the fastest load time using AI algorithm.

  • Provide a personalized user experience

At some point we all have an experience with chat bots, they can be helpful when providing general information, but receiving the same answer all the time is pretty annoying and in certain situations they prove to be useless. This happens because they are not real AI and at the end if you want to address an issue you have to speak with a real human. With real AI you would naturally deliver the desired answers.

For example, Sephora is using AI to help customers in various ways including scheduling an appointment.

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  • Create a content

You can take advantage of AI and use it to create content for your brand. You can create blog posts to drive traffic to your site and boost your SEO.

  • Boost sourcing accuracy

Generating leads is one thing but checking their validity is another. AI can look at all the data you have collected from various perspectives and determine which one will lead to success.

  • Predict customer churn

Prediction helps with prevention. After analyzing all the information artificial intelligence will be able to determine the reason behind customer churn and find solution before it is too late.

  • Profitable dynamic pricing models

When you have multiple store locations it is difficult to check the performance of them all, but AI can monitor it and notify you if there is a decrease of performance and find a solution to the issue.

  • Sentiment analysis

SA helps you see how your company, product and service is perceived. This helps you fix any issue that may arise and make changes almost immediately in the process.

  • Improve website experiments

If you want to check the location that will have the best response to your website before officially releasing it, you can use AI. It can determine which location will be more receptive to new features and will give you feedback on what to improve.

  • Prioritize ad targeting and personalization

Collecting data plays a huge role in having a successful business. You can use data to determine faster and efficiently what to do with ads. AI can find patterns that you might not notice and give you an insight.

  • Relevant recommandation system

When you have a huge amount of products it is difficult to connect each customer to the right one and keep driving customer retention. AI can easily find connection between the product and a consumer and run common threads between them.

  • Smart email content curation

If you want to keep your customers, you should stop sending irrelevant mass emails. AI helps you choose the content of the email based on the thing customers care about.

  • Interpret custom loyalty card data

Above we spoke about the importance of data collecting, but exactly where does this data come from? The best way to get it is by tracking the rewards or loyalty systems. This is a great way to see the patterns and make successful business deals.

  • Computer vision for image and object recognition

AI can be used to eliminate time-consuming manual tasks. You can use computer vision algorithm to sort through thousands of pictures and videos placed in social media. It has a good accuracy and offers client’s specific product that they are interested in.

  • AI-enhanced PPC

Artificial intelligence can help you discover new channels of advertisement, what’s more, when you make AI responsible for picking keywords, your PPC campaigns will be automatically updating.

Conclusion

AI is a very powerful tool, which can reduce your workload and increase productivity. There are many companies that are successfully using AI marketing to work efficiently and gain more profits.

So are you using AI and if not, what are you waiting for?