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These days, we live in a world of infinite supply…
In just a few clicks, anyone can start a business. Anyone can create products, build an online store, publish ads, and reach an audience online. This means that every market is becoming flooded with businesses offering similar products, features, and solutions.
So to stand out you need to have a brand that your customers connect with, and care about deeply.
Before we jump into some strategies and tactics for creating a brand your customers will truly care about, let’s first look at what exactly a brand is.
The word “brand” is used a lot in marketing today. But what exactly does brand mean? That question that might sound simple… but is actually pretty complex, and there isn’t a one-size-fits-all answer.
David Ogilvy describes a brand as “the intangible sum of a product’s attributes.”
Marty Neumeier, an author and speaker who writes about branding and innovation, says “a brand is a person’s gut feeling about a product, service, or organization.”
And Camille Baldwin, one of the Pattern Brands founding team, and star of Breaking Brand, says “brand to me is identity. It’s all of the things that make up identity, your values, your principles, who you are, your characteristics and your intention.”
Brand to me is identity. It’s all of the things that make up identity, your values, your principles, who you are, your characteristics and your intention.
Camille Baldwin, VP of Brand, Pattern Brands
So to summarize… Your brand is the identity of your business, and how it makes people feel.
Now, let’s dive into some takeaways from Breaking Brand to help you build a buzzworthy brand that stands out against your competitors.
4 Ways to build a memorable brand
1. Know what your consumers care about
Most people are really good at explaining the “what” and the “how” of their business. For example, say you’re an accountancy company, describing the what and the how is pretty simple…
What you do is you help individuals and businesses to ensure their finances are in shape.
How you do it might vary, but it tends to involve some form of account management where you assist with invoicing or balance the books every month or quarter.
And the thing that will help one accountancy company stand out from its competitors is moving from the what and the how to the why.
The “why” is what will make a potential customer choose your business over another. The “why” is your differentiator.
In general, consumers aren’t too fussed about how you do your work — the tools you use, your internally processes, and things like that. What consumers care about is “why does this business matter in my life?”
And to go back to the accountancy example — we already explained the what and the how — but the “why” might not be so obvious. For example, if an accountancy company mostly serves small businesses, the “why” might freeing up time for the business owner to spend with family and friends.
So how do you find your why?
Customer research is a great place to start.
At Buffer we often do research interviews with customers to learn how our product helps them, and to better understand how they describe the benefits of Buffer. We’ve even had teammates spend the day with customers at their offices to see first-hand how Buffer fits into their routines and workflows.
And in Breaking Brand, Emmet Shine, co-founder of Pattern Brands, talks about the importance of knowing the customer when it comes to building a brand consumers will care about.
Before starting Pattern Brands, Emmett helped over 50 businesses launch to market, and one of those businesses was Sweetgreen, a restaurant chain selling healthy salads and grain bowls.
When working on the Sweetgreen brand and trying to understand its customers, Emmett and his team spent countless hours at Sweetgreen restaurants. They would watch how the staff would prepare salads, listen to how customers would place orders and immerse themselves in how the company works.
Essentially, they were trying to understand every tiny detail about what made Sweetgreen unique and special.
This enabled the team to craft a brand that really emphasised what customers were looking for from Sweetgreen and helped them to find their “why”.
Now Sweetgreen has over 75 restaurants and reportedly generated in excess of £100 million in 2018. So they clearly have a brand that fits what consumers are looking for.
2. Find the technical, functional, and emotional benefits of your business
Once you’ve done your customer research, you can begin to think about the various types of benefits your business offers consumers.
In episode one of Breaking Brand, Pattern’s VP of Brand, Camille Baldwin shares how the brand pyramid framework can help you to define those benefits.
Brand pyramids have been around since the late nineties, but still play a key role in brand strategy. Pyramids help you to answer fundamental questions about your business and its place in the market. Here’s an example brand pyramid from Insead Knowledge:
Three of the key elements of any brand pyramid are the technical, functional and emotional benefits your business offers consumers.
Technical benefits
At the bottom of your pyramid, you’re thinking about the technical benefits of your brand (labeled ‘Features and attributes’ in the above image). Essentially this will help you to define what you do as a company. At this stage you’ll want to ask questions like: How is this business benefiting the consumers? How will it make money? What are we offering?
For example, at Buffer we might say the technical benefit of our product is to manage all of your social media content and profiles in one place.
Functional benefits
Then, with the technical benefits of your brand defined, it’s time to look at the functional benefits you can offer consumers. Functional benefits are essentially what your customers get when they buy your product or service.
Functional benefits tend to focus on things like how a product can improve your life, help you stay connected to others or help you to make forward progress.
At Buffer, a functional benefit might be not having to hit publish manually every-time you want to share to social media. Or in the case of a car: a big, spacious family car will offer the functional benefit of space for your whole family to travel in comfort.
Emotional benefits
Next up, are emotional benefits. And these are really what makes one brand stand out from another.
Emotional benefits are how your brand makes someone feel based on the stories you tell consumers.
One emotional benefit of Nike, for example, is that its equipment will make you feel like a professional athlete. And at Buffer we might say the emotional benefit of our product is peace of mind knowing that your content will be posted to social media platforms at exactly the right time every time.
As you go through everything you’ve learned during your customer research phase, start looking out for emotion-based words your customers, or potential customers, use to describe your company or the problem you’re solving.
Whenever someone says “I feel” or “it made me.. happy, relaxed, proud, or healthy”, for example, this helps you to identify the emotional benefits your company delivers.
3. Craft a simple tagline and message
Just Do It, Think Different, I’m Lovin’ It…
Those are all examples of great brand taglines. By saying just two or three words, I bet you knew exactly which businesses I was talking about. And that’s the power of being able to boil your message down to something simple, and memorable.
In episode three of Breaking Brand, Emmett Shine, co-founder of Pattern Brands explains: “The thing about branding and marketing, is you can do years worth of research. But if you can’t boil it down to this thin sliced tagline it doesn’t matter.”
The thing about branding and marketing, is you can do years worth of research. But if you can’t boil it down to this thin sliced tagline it doesn’t matter.
It took the Patten Brands team months of ideating and back-and-forth to land on their tagline “Enjoy Daily Life”.
But now that simple statement acts as a guiding light for everything they do. From the content they post on social media to the products they sell.
Boiling your whole business down to one sentence, or even just a couple of words can be very tough. And you can’t force it. One of the best ways to craft the perfect tagline is to facilitate brainstorms and create space for idea sharing. Another thing the Pattern Brands team has done was to journal about their business and riff on ideas in private too.
And sometimes the best ideas will come to you outside of the office. So don’t be afraid to think outside the box, and away from your desk.
Communicating a clear message in just a few words is very difficult. One way we’ve found to come up with taglines at Buffer is to start long and edit down.
So to begin with, write exactly what your business delivers for customers in as many words as it take — this could be a paragraph or two, maybe even longer. And remember to think about the emotional benefits here too, not just the technical and functional benefits you offer.
Next, you’ll want to take what you’ve just written and edit it down to just one or two sentences. Repeat that process to make it one sentence, or just a few words. Then take that final piece of copy and play with a number of different versions: Rewrite it, change out words, and experiment with different lengths. This process will help you to distill all of the thoughts you wanted to share about your business into a short, memorable tagline.
Now you might be wondering: “Why is a tagline so important?”
From personal experience, I know I’ve never bought a Mac because their tagline is “think different.” But having that tagline in places means that Apple has a clear mission, and everything it does — from the adverts it makes, to its keynote launches — is guided by that vision.
4. Ensure your business lives and breaths your brand
To be successful, and for consumers to trust your message, you have to live your brand.
For example, Nike says its mission is to “bring inspiration and innovation to every athlete in the world.” And the company sees every single person as an athlete, not just the pros.
But Nike doesn’t just say that, it lives by it.
That’s why the company focuses on creating the most innovative clothing and footwear, and why its advertising revolves around inspirational messages and stories.
Nike’s brand is reflected in every piece of content it puts out on social media. Just before writing this, I jumped over to Nike’s main Instagram account, here are just a few posts I spotted:
An IGTV video with Saquon Barkley sharing where his NFL dreams started.
A photo of women’s marathon world record holder Brigid Kosgei with former record holder Paula Radcliffe.
A photo of Rafael Nadal sharing his ambitions as a child.
Of course, not all businesses will have the resources of Nike, or the access to global superstars for that matter. But it still serves of a great example of ensuring the essense of your brand shines through on every platform.
To go back to the accountancy example I mentioned earlier. If your “why” or emotional benefit is giving small business owners more free time to spend away from work, you could ensure all of your messaging and content supports this mission. This could mean Instagram posts with clients enjoying themselves away from the office or blog posts about disconnecting from work. It could even mean you rethink the imagery and copy you use on your website.
As I mentioned right at the start of this post, your brand is the identity of your business and how it makes people feel. So every single touchpoint where someone can interact with your business should represent what you want your brand to be, and how you want people to feel.
One of the highlighted studies found that the average person has the ability to recall 65% of the visual content they see almost three days later.
Given that the average person sees about 5,000 ads per day, that level of picture recollection is incredibly impressive, and should be a wake-up call to marketers everywhere.
Visualization is certainly vital to social media marketing, but it’s equally critical for every touchpoint in the customer journey. This is especially true for the product discovery process, where customers are developing a growing impatience for wading through irrelevant searches.
This is why visual search technology has become so important.
Visual search is expected to have a huge impact on ecommerce marketing, not only by transforming the way customers shop for visual products online, but also for the way it will increase customer experience expectations. In this article, I will explain visual search technology, how it works, and why it will impact your marketing team in the future.
What Exactly is Visual Search?
Visual search is an artificial intelligence technology that allows users to conduct an internet search using a picture, rather than keywords.
This is different than conducting an “Image Search”, in which the user types a text-based query into Google, clicks on the “Images” tab, and scrolls through pictures which the search engine has compiled as the best visual matches.
Instead, a visual search actually starts with a picture and uses deep neural networks to decipher what is in it, taking into account shape, color, and size. The user is then served with the exact object or place being searched, or whatever is most similar to it.
Unsurprisingly, visual search works best in visual mediums. If you’re searching for the right college to go to, which tax guy to use, or what type of editing software to buy, visual search is unlikely to help. However, if you are looking for the right style of home décor, a dress for a special event, or data on a location you’ve found yourself in, visual search is the most efficient tool you can use.
Remember that 90 percent of the information received by our brain is visual. Sometimes words fail us when we’re trying to accurately describe something we see. That is why visual search is so powerful, and why the world’s biggest enterprises are investing in it.
Who is Using Visual Search?
A quick (text-based!) Google search will show you that quite a few high-profile companies are using visual search and talking about it a lot. The most major one is Google itself.
Over the last couple of years, Google has rolled out visual search capabilities which it calls “Google Lens,” which can perform an array of mind-blowing actions that integrate technology even more seamlessly into your everyday life.
For example, say you’re exploring a new city and come across a restaurant you might want to try. You can’t clearly see the name or address of this place from across the street, so you simply scan a picture of it into Google Lens. Within seconds, you are served its name, address, menu, Yelp ratings, reviews, and even alerts if friends of yours have eaten here before.
Pinterest is a visual business, so visual search was a no-brainer for their product roadmap. With their technology, users can snap a picture of an outfit they like, upload it to a Pinterest visual search, browse all similar styles, and instantly buy from those retailer sites.
Pinterest is also working on technology that allows you to build upon the outfits you create. For example, if you buy a pair of shoes, visual search can be used to find an outfit to match.
It is predicted that soon, visual search will become the crux of Pinterest’s offering to advertisers.
Companies like Pinterest have been able to provide this technology as a core part of their business. Retailer brands also want to get in on the action directly.
For example, at my company Syte, we developed a Visual AI technology trained specifically for fashion and home décor. Companies like Tommy Hilfiger, Farfetch, and other global brands are using our Visual AI to improve their on-site customer experience.
Through working with these brands, we have found that retail customers are often looking for inspiration, meaning they visit the site of the brands they love with an image of a look that inspires them. They are not necessarily looking for an exact match — they use the image as a starting point.
Fashion and home décor are both natural applications for visual search, but many other industries are using it — including home improvement and real estate.
However, even if you don’t work in a visual industry, visual search will still impact the way you market, specifically in the following five ways.
5 Ways Visual Search Will Change the Way You Market
1. Raising digital transformation expectations.
Think back to the best digital experience you’ve ever had. Maybe you were shopping on an ecommerce site and found a great product for an incredible price and paid using your thumbprint.
Alternatively, perhaps you checked into your hotel room online, bypassed the concierge, and used your phone as a digital key.
Whatever it was, you remember it. And now you compare every business’ digital experience to it. That is exactly what visual search is going to do for your business, whether you use it or not.
It is astounding how quickly customer expectations change, isn’t it?
The main reason for this is that visual search allows customers to find exactly what they are looking for five times faster than text-based searches.
For example, in a study we conducted we found that customers using a text-base search took two minutes, 37 seconds to find the right style of dress, whereas those using visual search discovered the right product within 27 seconds.
This experience supports the trend of growing customer impatience and caters to it. Soon, this level of speed will become the norm across numerous industries.
2. Social influencer optimization.
Today, the use of influencers within the retail industry is prevalent. In fact, according to Retail Dive, 91% of luxury brands reported using influencers, followed by activewear at 84%, and beauty brands at 83%.
But influencers have not yet reached their full potential — and visual search can help.
At the moment, social influencers tend to post about a specific piece they are wearing and prompt users to buy that single piece on the retailers site.
Visual search can prompt customers to buy more from the retailer in two new ways.
First, visual search can scan the picture of the influencer and tag the pieces of her outfit by type. Users can then search each piece of the outfit to get the full look.
To put it simply, you could invest in influencer marketing to sell one piece to a customer, priced at $60. Or you could make her whole outfit shoppable and sell $250 worth of products.
Secondly, users may like the outfit she’s wearing, but want other similar options. Visual search can allow them to search in the same genre of outfits, opening customers to a much wider array of buying options.
3. The rise of shoppable content.
Reflect for a second on the archaic act of buying ad space in the hard copy of a magazine. You ask the salesperson how many people will see this ad and they respond with how many copies they sell or distribute, but they can’t exactly be sure.
This seems ridiculous in a landscape in which we can buy an online ad and accurately track how many visitors saw it, clicked on it, and purchased a product as a result the ad.
Ten years ago, companies spent millions of dollars on physical ads they couldn’t truly track, but marketers got wise and found a way to get a better ROI. And history is about to repeat itself.
Today, companies are pouring millions of dollars into content marketing, without a great way of understanding the true ROI. Sure, you can track how many people viewed the webpage, how long they stayed on it, and what page they clicked on next – but unless it converted into a sale, how can you track the value of your content?
This is why all content needs to be shoppable.
By embedding elegant images into the content that direct users to the products they want to buy, your content literally comes to life. Ultimately, visual search will help your team see the true impact of the content you produce.
4. The impact on SEO.
SEO is painstaking work, mostly because of all the tagging. Visual search helps marketers work smarter, not harder, on their optimization.
The technology features deep tagging, an image-to-text feature that tags images automatically and makes them interpretable for search engines like Google, as well as textual search engines on websites. Deep tagging can create a rich set of tags for an image within just a few milliseconds.
This makes textual search much more robust.
Up until now, search engines were not able to decipher what actually appeared in an image, and needed real people to create tags for every image. This was limiting in a lot of ways.
For one, different people can write different tags for the same image. Additionally, because manual tagging is laborious, it’s easy for marketers to only write what they feel are the most important tags and forego the elaborate tags.
Using the power of visual search, your images are now SEO-ready, can be interpreted by textual search engines, and most importantly, can be discovered by customers easily.
5. Giving customers what they didn’t know they want.
When talking about his invention of the car, Henry Ford famously said “If I had asked people what they wanted, they would have said faster horses.”
This quote, while over a hundred years old, has never been more relevant than in today’s innovative landscape.
As mentioned earlier in this piece, customers are using visual search because they are looking for inspiration. This means they want to be told what they want. Doing so comes in the form of truly analyzing what customers are searching for and using AI to serve up the most similar products — or even complementary ones.
This scenario beautifully sums up the future of marketing. As Jeff Bezos said, “Customers are divinely discontent.” As marketers, we have to continue to cater to their evolving desires through creative sources.
Like all meaningful innovations, visual search will have an impact that goes well beyond what it was originally designed to do. Whether or not visual search is right for your marketing roadmap, I hope that these insights about the technology will inspire you to use more visual, shoppable content in your customer journey — and continue to perfect and re-perfect your customer experience.
These days, we live in a world of infinite supply…
In just a few clicks, anyone can start a business. Anyone can create products, build an online store, publish ads, and reach an audience online. This means that every market is becoming flooded with businesses offering similar products, features, and solutions.
So to stand out you need to have a brand that your customers connect with, and care about deeply.
Before we jump into some strategies and tactics for creating a brand your customers will truly care about, let’s first look at what exactly a brand is.
The word “brand” is used a lot in marketing today. But what exactly does brand mean? That question that might sound simple… but is actually pretty complex, and there isn’t a one-size-fits-all answer.
David Ogilvy describes a brand as “the intangible sum of a product’s attributes.”
Marty Neumeier, an author and speaker who writes about branding and innovation, says “a brand is a person’s gut feeling about a product, service, or organization.”
And Camille Baldwin, one of the Pattern Brands founding team, and star of Breaking Brand, says “brand to me is identity. It’s all of the things that make up identity, your values, your principles, who you are, your characteristics and your intention.”
Brand to me is identity. It’s all of the things that make up identity, your values, your principles, who you are, your characteristics and your intention.
Camille Baldwin, VP of Brand, Pattern Brands
So to summarize… Your brand is the identity of your business, and how it makes people feel.
Now, let’s dive into some takeaways from Breaking Brand to help you build a buzzworthy brand that stands out against your competitors.
4 Ways to build a memorable brand
1. Know what your consumers care about
Most people are really good at explaining the “what” and the “how” of their business. For example, say you’re an accountancy company, describing the what and the how is pretty simple…
What you do is you help individuals and businesses to ensure their finances are in shape.
How you do it might vary, but it tends to involve some form of account management where you assist with invoicing or balance the books every month or quarter.
And the thing that will help one accountancy company stand out from its competitors is moving from the what and the how to the why.
The “why” is what will make a potential customer choose your business over another. The “why” is your differentiator.
In general, consumers aren’t too fussed about how you do your work — the tools you use, your internally processes, and things like that. What consumers care about is “why does this business matter in my life?”
And to go back to the accountancy example — we already explained the what and the how — but the “why” might not be so obvious. For example, if an accountancy company mostly serves small businesses, the “why” might freeing up time for the business owner to spend with family and friends.
So how do you find your why?
Customer research is a great place to start.
At Buffer we often do research interviews with customers to learn how our product helps them, and to better understand how they describe the benefits of Buffer. We’ve even had teammates spend the day with customers at their offices to see first-hand how Buffer fits into their routines and workflows.
And in Breaking Brand, Emmet Shine, co-founder of Pattern Brands, talks about the importance of knowing the customer when it comes to building a brand consumers will care about.
Before starting Pattern Brands, Emmett helped over 50 businesses launch to market, and one of those businesses was Sweetgreen, a restaurant chain selling healthy salads and grain bowls.
When working on the Sweetgreen brand and trying to understand its customers, Emmett and his team spent countless hours at Sweetgreen restaurants. They would watch how the staff would prepare salads, listen to how customers would place orders and immerse themselves in how the company works.
Essentially, they were trying to understand every tiny detail about what made Sweetgreen unique and special.
This enabled the team to craft a brand that really emphasised what customers were looking for from Sweetgreen and helped them to find their “why”.
Now Sweetgreen has over 75 restaurants and reportedly generated in excess of £100 million in 2018. So they clearly have a brand that fits what consumers are looking for.
2. Find the technical, functional, and emotional benefits of your business
Once you’ve done your customer research, you can begin to think about the various types of benefits your business offers consumers.
In episode one of Breaking Brand, Pattern’s VP of Brand, Camille Baldwin shares how the brand pyramid framework can help you to define those benefits.
Brand pyramids have been around since the late nineties, but still play a key role in brand strategy. Pyramids help you to answer fundamental questions about your business and its place in the market. Here’s an example brand pyramid from Insead Knowledge:
Three of the key elements of any brand pyramid are the technical, functional and emotional benefits your business offers consumers.
Technical benefits
At the bottom of your pyramid, you’re thinking about the technical benefits of your brand (labeled ‘Features and attributes’ in the above image). Essentially this will help you to define what you do as a company. At this stage you’ll want to ask questions like: How is this business benefiting the consumers? How will it make money? What are we offering?
For example, at Buffer we might say the technical benefit of our product is to manage all of your social media content and profiles in one place.
Functional benefits
Then, with the technical benefits of your brand defined, it’s time to look at the functional benefits you can offer consumers. Functional benefits are essentially what your customers get when they buy your product or service.
Functional benefits tend to focus on things like how a product can improve your life, help you stay connected to others or help you to make forward progress.
At Buffer, a functional benefit might be not having to hit publish manually every-time you want to share to social media. Or in the case of a car: a big, spacious family car will offer the functional benefit of space for your whole family to travel in comfort.
Emotional benefits
Next up, are emotional benefits. And these are really what makes one brand stand out from another.
Emotional benefits are how your brand makes someone feel based on the stories you tell consumers.
One emotional benefit of Nike, for example, is that its equipment will make you feel like a professional athlete. And at Buffer we might say the emotional benefit of our product is peace of mind knowing that your content will be posted to social media platforms at exactly the right time every time.
As you go through everything you’ve learned during your customer research phase, start looking out for emotion-based words your customers, or potential customers, use to describe your company or the problem you’re solving.
Whenever someone says “I feel” or “it made me.. happy, relaxed, proud, or healthy”, for example, this helps you to identify the emotional benefits your company delivers.
3. Craft a simple tagline and message
Just Do It, Think Different, I’m Lovin’ It…
Those are all examples of great brand taglines. By saying just two or three words, I bet you knew exactly which businesses I was talking about. And that’s the power of being able to boil your message down to something simple, and memorable.
In episode three of Breaking Brand, Emmett Shine, co-founder of Pattern Brands explains: “The thing about branding and marketing, is you can do years worth of research. But if you can’t boil it down to this thin sliced tagline it doesn’t matter.”
The thing about branding and marketing, is you can do years worth of research. But if you can’t boil it down to this thin sliced tagline it doesn’t matter.
It took the Patten Brands team months of ideating and back-and-forth to land on their tagline “Enjoy Daily Life”.
But now that simple statement acts as a guiding light for everything they do. From the content they post on social media to the products they sell.
Boiling your whole business down to one sentence, or even just a couple of words can be very tough. And you can’t force it. One of the best ways to craft the perfect tagline is to facilitate brainstorms and create space for idea sharing. Another thing the Pattern Brands team has done was to journal about their business and riff on ideas in private too.
And sometimes the best ideas will come to you outside of the office. So don’t be afraid to think outside the box, and away from your desk.
Communicating a clear message in just a few words is very difficult. One way we’ve found to come up with taglines at Buffer is to start long and edit down.
So to begin with, write exactly what your business delivers for customers in as many words as it take — this could be a paragraph or two, maybe even longer. And remember to think about the emotional benefits here too, not just the technical and functional benefits you offer.
Next, you’ll want to take what you’ve just written and edit it down to just one or two sentences. Repeat that process to make it one sentence, or just a few words. Then take that final piece of copy and play with a number of different versions: Rewrite it, change out words, and experiment with different lengths. This process will help you to distill all of the thoughts you wanted to share about your business into a short, memorable tagline.
Now you might be wondering: “Why is a tagline so important?”
From personal experience, I know I’ve never bought a Mac because their tagline is “think different.” But having that tagline in places means that Apple has a clear mission, and everything it does — from the adverts it makes, to its keynote launches — is guided by that vision.
4. Ensure your business lives and breaths your brand
To be successful, and for consumers to trust your message, you have to live your brand.
For example, Nike says its mission is to “bring inspiration and innovation to every athlete in the world.” And the company sees every single person as an athlete, not just the pros.
But Nike doesn’t just say that, it lives by it.
That’s why the company focuses on creating the most innovative clothing and footwear, and why its advertising revolves around inspirational messages and stories.
Nike’s brand is reflected in every piece of content it puts out on social media. Just before writing this, I jumped over to Nike’s main Instagram account, here are just a few posts I spotted:
An IGTV video with Saquon Barkley sharing where his NFL dreams started.
A photo of women’s marathon world record holder Brigid Kosgei with former record holder Paula Radcliffe.
A photo of Rafael Nadal sharing his ambitions as a child.
Of course, not all businesses will have the resources of Nike, or the access to global superstars for that matter. But it still serves of a great example of ensuring the essense of your brand shines through on every platform.
To go back to the accountancy example I mentioned earlier. If your “why” or emotional benefit is giving small business owners more free time to spend away from work, you could ensure all of your messaging and content supports this mission. This could mean Instagram posts with clients enjoying themselves away from the office or blog posts about disconnecting from work. It could even mean you rethink the imagery and copy you use on your website.
As I mentioned right at the start of this post, your brand is the identity of your business and how it makes people feel. So every single touchpoint where someone can interact with your business should represent what you want your brand to be, and how you want people to feel.
Are you targeting cold, warm, and hot audiences with Facebook ads? Wondering what types of ads work best with each audience? In this article, you’ll discover how to use six types of Facebook ads to move people further along the customer journey. 2 Facebook Ad Types That Work With Cold Audiences Cold audiences contain new […]
