5 Tips to Keep Customers Interested in Your Brand

January 20th, 2011 by | Share +

With the first holiday of the new year already under our belts, it’s a good time to take stock of your brand and marketing activities to see if anything needs adjusting. Here are a few tips to help jump start sales, re-energize your brand and connect with more people in 2011.

 

Tip 1 - Demystify & Declutter
DEMYSTIFY & DECLUTTER

People are more likely to buy from companies who clearly communicate what they do, how they’re different and why they’re better. Positioning clarifies that message by elevating your company’s unique brand voice, offerings and values. The easier it is for customers to understand your business, the easier it is for them to purchase from you. So if sales are a bit slow, polish up your brand message.

Tip 2 - Strengthen Those Bonds
STRENGTHEN THOSE BONDS

Brand loyalty is created through a lengthy relationship-building process and is supported by meaningful multi-channel marketing campaigns. Strategic marketing campaigns keep you relevant in a crowded marketplace and help bolster your existing relationships with customers. However, consumers are becoming less receptive to marketing gimmicks and less predictable to track. Audiences are also becoming more fragmented, which means it’s crucial to be smart and strategic, as well as authentic.

Tip 3 - Match Your Whole Outfit
MATCH YOUR WHOLE OUTFIT

With so many corporate logo redesigns in 2010, it’s important to remember that logos don’t just live in silos. Complete identity systems not only support the idea behind the brand, but also reinforce your brand at every customer touch point. The complete redesign of Girl Scouts and Pricewaterhouse Cooper are great examples of how a cohesive system delivered with consistency across all media is essential to a successful logo redesign.

Tip 4 - Get With the Right People
GET WITH THE RIGHT PEOPLE

Positive word-of-mouth advertising generates the best leads, but is also the hardest kind to create and control. As internet usage grows, consumers are becoming curators of content by supplying and sharing reviews, critiques, recommendations and other experiences with businesses. A well-crafted social media strategy can help your brand create the right content for the right digital denizens to use and share.

Tip 5 - Mobilize
MOBILIZE

Wired magazine wrote an article last year predicting that the web is dead. It sounds one part cryptic and one part baloney, but in actuality they predicted what’s looking increasingly true. Instead of logging on to a laptop to surf the web, consumers are using their phones and mobile applications to do everything from researching healthcare providers to finding what’s for dinner. Even if you have a website, it’s a good idea to mobilize it, either by creating a convenient mobile version of your site or an application. Oh, and if your site uses Flash, give us a ring. iPhone and iPad users can’t see Flash sites on their phones.

 

Need help sprucing up your brand message? Does your logo need a matching outfit? Want to better engage the online and mobile crowd?

Call us. We’re here to help.

 

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Lisa WongLisa
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Good Things Come as #18

January 11th, 2011 by | Share +

We’re proud to announce Eben Design as #18 in Puget Sound Business Journal‘s list of largest graphic design firms in the Puget Sound area.

Thanks to all of our fantastic clients for making this possible!

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Biomedical Branding: It’s Good for your Health.

January 5th, 2011 by | Share +

There is perhaps no other industry that is legally permitted to say less to a broader audience than the medical / biotech sector.

Waiting for published clinical trial results to validate what you already know about a product can be frustrating. This is compounded by the fact that your company’s future depends upon generating interest and confidence among groups as diverse as investors, physicians, government agencies, the media and the general public.

Biomedical Branding

These challenges make it all the more crucial to unify your communications with a solid brand foundation, because regardless of circumstances and restrictions, there is one claim you can and should make loud and clear: credibility.

At Eben Design, we often say that branding is not the act of telling people how they should feel about your company, but how you feel about it. In other words, a well-conceived brand executed with care tells people that you believe in what you are doing enough to invest in doing it right.

Especially in an industry as heavily scrutinized as medicine, inconsistency is the quickest way to compromise your hard-earned credibility. Fortunately, it’s also the most avoidable. Proper attention to naming, positioning and identity – in a word, your Brand – can ensure consistency in message as well as visual representation across all media. However, branding and marketing are often viewed as afterthoughts by companies of every size and budget. And it shows.

The good news is that it doesn’t have to drain your limited budget to take the initial steps toward a cohesive brand strategy. Despite the long product development and FDA approval timelines for new biomedical devices, drugs and technologies, it’s never too early to start planning a go-to-market strategy. Establishing a relationship with a creative partner you can trust now will pay dividends at launch time and beyond.

At the end of the day, medical and biotech companies exist to ease the pain and suffering of people from all walks of life. So do the practitioners who prescribe and utilize their products. Providing comfort without creating unrealistic expectations takes a delicate balance between securing the respect of the industry and enabling people to connect with your message on an emotional level. The right brand strategy will help you do both.

Connect with us today for a brand strategy that works for your company.

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Dan WalkerDan
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