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Marina Porcelli
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Creative Marketing Specialist | Branding Guru | Different... Unique.
Creative Marketing Specialist | Branding Guru | Different... Unique.

5 followers
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How to use color in marketing


Whether you realize it or not, color plays an integral role in your world. We’ve formed opinions on color primarily through our cultural backgrounds. As color amplifies our emotions, it’s no surprise that the psychology behind it is really interesting.

Understanding color is important, because it affects marketing in many ways. It influences our behavior and decisions, and impacts the way consumers perceive a brand. At times colors affect on us is almost subconscious, as we make a purchase based on our heart, not our head. Most of us have heard that people make real estate purchases based on their emotions…. And this is the biggest purchase of your life!

Here’s a color guide (based on the rainbow ROYGBIV) and the logic behind it - READ FULL ARTICLE - https://buff.ly/2u51DF0
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Hey, I redesigned the Apple logo! #branding

It’s great to be creative. In fact, it is human nature is to create… And recreate. There are, however, times when it is not appropriate. An example of this is messing around with an established brand – or a non-established brand that deserves a chance to build brand recognition and equity.

I specifically remember an intern at our firm coming in having redesigned the Starbucks logo. True, it was just a school assignment to redesign a logo in need of help. But that logo doesn’t need any help. While this is an innocent example, it’s not uncommon for employees to inadvertently tarnish their company brand without a brand standards guide, or style guide.

Coke, Verizon, Dell, and Apple all have very recognizable brands. Whether you like them or not, their brands are instantly recognizable – household names. All of these well-established brands have brand standards guidelines that outline colors, imagery, logo usage, typography and layout.

A brand standards guide shows employees and vendors a like the do’s and don’ts of your brand.

Brand standards are necessary regardless of company size, but typically the large corporations follow them very strictly with no deviation. Small companies are not always as strict… But they should be.

Why no deviation?

Let’s think about it. If you are Verizon and spend millions on your branding, do you want an employee, or an outside vendor to use your logo incorrectly and dilute the brand? No, you don’t! The scalability of a brand can be especially challenging for large global companies with thousands of employees and vendors. That’s why following a brand standards guide without deviation is of the utmost importance.

Every marketing communication you create for your company strengthens or weakens your brand.

For smaller firms, a brand standards guide can be a page or two… Anything is better than nothing. For larger companies, it often resembles a book. It can be in both digital (online) and in print form.

Below are examples of The American Red Cross and Apple brand standards guide at a glance:

https://buff.ly/2kq2yeJ
For Channel Affiliates and Apple-Certified Individuals

In conclusion, when doing any kind of branding work, a standards guide is a MUST. This should come on the heels of a rebranding and for newly created brands. What happens if the company you work for doesn’t have a brand standards guide? I would encourage them to create a guide either internally via their marketing department, or with help from an outside agency, or design firm.

Hey, I redesigned the Apple logo!

Need I say more???

www.fishtalemarketing.net
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Content Marketing. It’s not just about words.

Why do I care so much about branding and graphic design? Why bother with professional branding you ask? Who cares about graphics! After all isn’t content king? True, we hear about content marketing all day long... And it is pivotal. But look at these B2B stats regarding how branding plays a role in your marketing effectiveness, and how business professionals feel about it:

• B2B brands fare better with customers when they use emotive rather than rational marketing messages. (MarketingWeek)
• B2B marketers have consistently cited brand awareness as their top goal over the last five years. (CMI and MarketingProfs)
• Building an audience is more valuable than direct sales for over 70% of brand managers. (OnBrand)
• B2B companies with brands that are perceived as strong generate a higher EBIT margin than others. (Forbes)
• 77% of B2B marketing leaders say branding is critical to growth. (Circle Research)
• 75% of B2B buyers want branded content that helps them research business ideas, but 93% of brands focus their content on marketing their own products and services. (MarketingCharts)
• 91% of B2B marketers use content marketing to promote brand awareness. (Content Marketing Institute)


Check out these stats on which types of visuals have the highest engagement:

• 5% of marketers said gifs and memes performed best
• 7.6% said that stock photos had the biggest impact, despite being used most frequently
• 20.2% said that videos and presentations performed best
• 41.5% of marketers said that infographics and other original graphics were the most engaging
• 25.7% stated that charts and data visualizations performed the best




Facebook Graphical Stats:

Facebook states posts with visuals get 3.2 times more engagement, and

• Photos get 39% more interaction
• Using emoticons increases comments by 33%

HubSpot says visual content is shared 40 times more than its content only counterpart. Most marketers (60.8%), stated that the use of visual content was absolutely necessary to their marketing strategies.

Based on this information, it’s in your best interest to produce compelling visuals. When you produce content marketing, don’t forget to integrate your company brand (visual identity, messaging, etc.). If brand integration is an afterthought, looks unprofessional, or doesn’t exist, you are doing your business a disservice.

What do you think about your company brand and how it fits in to your overall marketing content strategy? If you haven’t already, it might be a good time to evaluate your branding. Words alone can get you only so far.

Brand smart. Reap the rewards.

Fishtale can help. Visit - https://buff.ly/2zV4P82 for a free marketing consult to evaluate your brand.


See full report on Visual Content Marketing Statistics below.

Sourced from:
https://buff.ly/2zUWCB7
https://buff.ly/2zVX9m8
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Content Marketing. It’s not just about words.
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>> Sign up with Fishtale - https://buff.ly/2AvKrYj for a free branding & technical eval of your company website.
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>> Sign up with Fishtale - https://buff.ly/2yJi5N8 for a free branding & technical eval of your company website.
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Callahan Ward Companies - Rebranding, Logo, Web Site, Stationery System
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11/1/17
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