Communication Strategy

Mahashivratri or Valentine’s Day – What was your pick?

Mahashivratri or Valentine’s Day – What was your pick?

By on Feb 14, 2018 in Communication Strategy, Digital Branding, Marketing | 0 comments

“Does your content lead readers on a journey, or does it merely stuff them as leads into a pipeline?” – Ann Hadley, Head of Content, Marketing Profs As a brand agency we work on different ideas and different brands each day. Our job is primarily to make them stand out as business and more importantly to make them resonating & truthful to their respective audiences. Smarter Branding Goals – are integrated goals. They are not just customer oriented, vision oriented they are created out of a positioning which works for both. Gone are the days when businesses survived on single agendas being talked about in a single manner, a celebrity endorser. The brands need to engage, connect & deliver experience through different channels as per their popularity with the varied target segments. This is what differentiates branding from advertising. Advertising can target a single goal, it could be around a product, a service or an offering. In an advertisement, you can concentrate on the benefit to the audience. On the contrary, branding is holistic. It works on the fundamentals of your entity, covering the essentials, the business purpose, consumer insight, competition and also the benefit. It works like on the behaviors, the environment, the brand goals, the brand benefits and works the brand plans that way only. India celebrates MahaShivratri today i.e., the February 14th, 2018. Yes, the date which is long been commercialized by the marketers & business houses of the past as The Valentine’s Day. Many a times, the client team gets into confusion – as to what to keep and what to miss. It is also complicated because some of the brand owners witness religious posts, other notice the commercial viability of running some campaigns of the globally acclaimed commercial day which offers financial viability and instant impulsive actions from customers of all strata. At the fundamental core of what your company is and what they do, is who they are. The story. Branding and Brand Management revolves around – the brand story. The brand reaches its audience through its content, the channels and visual strategy. In the pre-digital era of branding, the brand collaterals used to be around the Offline Brand Communication. The offline brand communication channels included:...

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Website Content Strategy for a Start-up

Website Content Strategy for a Start-up

By on Aug 8, 2015 in 30TH FEB, Brand Strategy, Communication Strategy, Digital Branding, Entrepreneurship | 0 comments

Internet and communication technology have advanced way too much. It gives the power to potential customers out there to look for solutions to their problems online without having to put efforts for travelling, visiting the market places which in a way also cuts the possible costs that can occur. Moreover e-business has become the latest trend in present scenario. It becomes imperative for any business to create an online presence. Here the website comes into picture. A website is your first impression to your prospective clients. It enables the potential customers to view what you have to offer to them. It makes them able to access the needed information anytime and anywhere. The more detailed you are – the higher the trust levels of your visitors. The information or the content you provide on website ought to be true and relevant. A website helps in creating a perception in the minds of clients/customers that we have necessary knowledge about the business. A simple question you should think before you start writing the content for your website – Are we offering solutions to their problems? The more detailed you are about a subject – the chances of a positive call to action double. Imagine if you have put less information, the visitor will lose interest in the middle and there are chances they will drift away to get better results for their queries. Is it important to know your website visitors in advance? Yes. Once you have the idea what are the current trends of the market, you understand what client/customer is looking for. This gives you the confidence to develop the right offer for right customer. Certainly when you know in advance what information the customers will be checking out on your website, you will be able to provide more meaningful information. In a nut shell it gives a sense and a purpose to your work. You cannot mention complexities on the website as not all users are equally educated on the subjects equally. So the language has to be simple and approachable – heavy jargon and tough English is not advised. It only confuses your visitors and those who are naive will only switch to simplified sites. That...

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Improve Brands socially through Content Strategy

Improve Brands socially through Content Strategy

By on Jul 27, 2015 in 30TH FEB, Brand Strategy, Communication Strategy, Digital Branding, Marketing, Start-up Brands | 0 comments

How to improve a brand’s presence in the online world depends a lot on that engine that’s driving the entire web world crazy! And that engine is our very well-known search engine, the first two alphabets of SEO (Search Engine Optimization). We also have understood by this time the theory that – it’s practically impossible to succeed in SEO without having great content strategy for your brand. I am sure we all have so many times looked and re-looked on how the campaigns that we were running for our brands and the tactics that we were using to promote it miserably failed to match the SEO rules. And by this time you may have also realized that doing SEO without legitimate and compelling content is only a half sided battle that you can never win. So, if you want to succeed in SEO and you plan on doing it the right way then follow the rules to develop the appropriate content strategy for your targeted audience. A content strategy that engages your audiences attracts links and converts traffic into business leads can be crafted by just one person who has a good understanding of the prospective markets. Outlined below are the steps that 30TH FEB has used to leverage our associate brands as a brand agency to serve entrepreneurs, brand marketers, startups and other businesses worldwide to successfully improve their brand performance. Your Brand’s Website is your Brand’s Identity A brand’s presence or identity is the image of a specific product or service that consumers connect with by identifying the name, logo, and tagline, tonality of the brand or design of the company who owns that exact image. In short, it’s the persona that a brand sets for its offerings so it can differentiate them from generic or competing products or services in the market. That formula is applied in SEO marketing also. The brand’s spirit should be tangible in every asset you create for consumer consumption. The writing style, the visual design and the themes of your content are all important elements where branding can be infused. When trying to understand a website’s business and brand identity, you can look at the following areas to get a quick...

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Business Stationary Design Rules

Business Stationary Design Rules

By on Dec 1, 2014 in 30TH FEB, Brand Strategy, Communication Strategy, Marketing | 2 comments

To make your branding strategy stronger you have to pay a lot of attention to your business stationary, they are the most widely visible brand elements. It is the key element which helps to gain recognition of your business among your prospective customers. Be it small or a mid-sized business, maintaining a consistent brand image throughout your marketing materials can bring about a lot of difference. The smallest of the details like the quality of the paper or your letterhead, the color choice of your business card or the logo placement – everything in your business stationary design matters the most to create the right impression. It’s like your clients gets the first impression of you before even meeting you. So design it well! Less is more – Mind it Custom design is the trend that’s catching up to create a long lasting image and personality of the business. But remember the key point – keep it simple. You don’t have to show all your creativity when designing it, just a glimpse of its potential is enough. Mind the cleanliness Your branding on business stationary should create an impression but not by being loud or clumsy. The key message can get lost if you are trying to convey too much. A design that is too cluttered will distract clients from noticing the important things on the stationery, such as your contact information and logo identity. The message should be short and crystal clear. Remember, it is only a contact card not a directory/website of your business. Sometimes, business owners want to say it all in a small card – that is not recommended. Mind your communication? Now the mandates like name, address, phone number, email address, or other important information (such as registration numbers) etc. should foremost come as contact details and the design should allow easy readability. Also, it’s worth reconsidering what contact information you provide to your clients. Don’t print a fax number until you’ve checked how many faxes you actually got last year. Since social media platforms are in, consider sharing information about your social media profiles. And make sure only those profiles are shared on your business card which are regularly updated and responded to....

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Logo Design – Most Common Mistakes to Avoid

Logo Design – Most Common Mistakes to Avoid

By on Nov 12, 2014 in 30TH FEB, Brand Strategy, Communication Strategy, Digital Branding, Start-up Brands | 2 comments

  Logo design A logo helps in creating brand identity for a company. Logo is the first thing a reader may notice before reading the entire text.  For any brand logo is an important element because they are the major graphical representation of an organization. The combination of colors, fonts and images provides the essential information that the company wants the customers to identify. This identity sticks to the brand for the rest of its existence. The unique values and services are presented in a memorable visual image. This uniqueness helps in distinguishing a particular brand from others in the competitive market. A logo displays the overall essence of the business and portrays that the business is professional, stable and reliable.  A logo must be simple, memorable, timeless, appropriate and versatile. In actuality it is not an easy task to develop a simple logo. It is really a challenging job. Certain things need to be considered while developing a logo for a brand. Logos should be distinctive and easy to spot, the visuals used should be appropriate for the company and moreover the font should be legible Say goodbye to amateur designers. It is important that logo should be developed by some professional designer who has the capability to understand the real needs of the company, what it wants to deliver to the customers and how it wants the information to be perceived. Using the paint tools or pictures editing applications, one may be able to get the job done initially at petty price but eventually this will incur huge costs later. It is designing and not two minute noodles Proceed only if you are absolutely clear with what you want and what you don’t. this is critical so that the designer can use all his skills, ability and creativity in the right direction. Giving a second thought once the logo has been developed becomes meaningless. A typography can cause an issue Text only logos create the readability issues. How? This is your brand, it’s known to you very well. So what about the others who are new to your brand. Putting your company name in a swirly font can look fancy but if it is not comprehensible, it...

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Brand Voice – Do the Brands need to draw a Line?

Brand Voice – Do the Brands need to draw a Line?

By on Jul 18, 2014 in 30TH FEB, Brand Strategy, Communication Strategy, Digital Branding, Marketing | 0 comments

Brand Voice is how a brand speaks to its customers.  It is the way they communicate through a fancy copy, a strong message, an advertisement campaign and a TVC (television commercial). It also includes their messages in new media, how they interact with the customers on social media, what messages they spread, what network they promote themselves. There a lot of buzz a messenger brand ‘Hike’ is trying to create and though the advertisements are catchy & shot beautifully, I couldn’t agree to the way they chose to establish themselves as the most happening messenger around. Brands should check on the Negative Quotient in Brand Voice The day I watched their first TVC, I thought – may be the brand voice is not apt as they showed a bu nch of youngsters who are using hike as the happening lot and the one who is not on that messenger list is being treated as a ‘misfit’. Not so great idea as it also leaves some negative vibes to those who do not believe in social networking all around the clock. Here is the storyboard as detailed on campaignindia portal, “The film opens with the protagonist – a young man – walking up to a group of youngsters and greeting them with a “What’s up guys?” One of the boys from the group addresses him as uncle while the girl greets him with a ‘namasteji’ and he is looked at as if he is an outcast. The film moves to a campfire where the protagonist is gifted with a monkey cap. The next frame has the same boys seated in a car and checking a picture of a beautiful woman. When the protagonist steps in to the car, the picture is replaced with an image of a woman from older times. He nods in approval and the others chime in too. He is then shown seated all alone and in a wistful mood. The lyrics of the song in the backdrop go, “Think of your age and hike up your life.” At a party by the pool, the protagonist walks in confidently to meet his friends. It is then revealed that he has had a makeover and he shows them...

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