Posts By :

Robert Bridwell

The Importance of Brand Consistency

The Importance of Brand Consistency 600 600 Robert Bridwell

Every business owner wants their company to stand out. A strong, recognizable, and consistent brand strategy is an excellent way to achieve this. While most people would agree that having a brand is crucial, many still fail to realize the importance of brand consistency. As a marketing agency, it is our job to empower businesses to achieve their goals and help them develop and improve their branding. Your company will be able to thrive and grow with the proper use of marketing and branding. One of the best ways to make that happen is by being consistent and authentic to your unique vision.

What is brand consistency?

Unfortunately, not everyone is a marketing expert. People often confuse basic concepts, so let’s set the record straight. First of all, a brand is much more than just a logo. A brand is an intangible concept that is used to represent a company and its values. Brands often do this through recognizable identifying markers such as logos or slogans. For any business owner, the brand will represent the most valuable asset, and we have done numerous case studies on creating a winning brand identity.

The importance of brand consistency in the online marketplace

Trends change over time, and unless you are particularly versed in online marketing, you might have trouble keeping pace. New platforms are constantly emerging, and your brand needs to be adaptable and consistent to provide you and your customers with something you can rally behind. Although you should strive to be consistent across all platforms, there is still ample room for creativity in your company’s marketing.

Here is what brand consistency will achieve:

1.     It helps you stand out

Getting noticed is the objective of any marketing campaign. It’s no secret that users are constantly exposed to an increasing amount of advertising, which is, in turn, yielding diminishing results. You can’t rely on a funny or controversial slogan and hope to grab the attention of modern audiences. That approach has been tried many times before, and the novelty has worn off. Of course, you should still employ creative copywriting but also aim for consistency. As long as your brand is consistent in tone and presentation, not only will audiences notice you, but they will also remember your unique style. Thankfully, even small companies that don’t have large marketing budgets can use clever marketing solutions to stand out.

2.     Builds trust

Trustworthiness is a significant component of any brand’s success. A great way to build trust is through brand consistency. Your brand should reflect your company values and instill confidence in your audience. On the other hand, if your branding is all over the place, customers might wonder how reliable your business is. It is, however, perfectly acceptable to realize that your current branding isn’t working and to go for a complete overhaul. We helped Fleming’s Prime Steakhouse and Wine Bar rediscover their brand. Together, we refreshed their brand in a way that was tonally consistent with their company values, allowing them to build trust with new audiences and their existing customers.

3.     Sets expectations

Your brand should immediately tell users what your company is about. You only get one chance at a first impression, which is why the importance of brand consistency cannot be understated. Create a powerful brand to represent your company that users will associate with quality products and excellent service. Remember that your audience will quickly learn what to expect as long as you continually send the same message through your branding. Users who see your logo or any other part of your company’s brand will easily remember the values you stand for. Consistency is also great for keeping customers engaged with brand websites and social media profiles since it will let you stay in their minds. Users who constantly engage with brands online have a higher chance of purchasing from the brands they trust.

4.     Consistency creates positive emotions

Customers like knowing what to expect from a product or service. Once you have managed to earn their trust, you can elicit positive emotions through the use of consistent branding. Consistently using positive reinforcement will cause your audience to associate positive emotions with your brand. If you manage to create deep, positive memories related to your company and your products, users will be happy at the mere mention of your brand. Remember that this takes a lot of time, effort, and a coordinated strategy for your entire company. However, once you create powerful emotional bonds with your audience, your most loyal customers will become brand ambassadors and continue to spread positive word of mouth.

How to create a strategy for brand consistency?

First, you will need to know exactly what you want to achieve. Try to accurately define the goals for your marketing and your whole company. Ideally, they should line up and give you a good idea of what you are striving for. From there, you can start defining other vital elements that will help you create a consistent brand strategy:

  • Set clear guidelines that are easy to understand. Employees from various departments need to be able to access and understand the brand guidelines you have created. The guidelines should include technical specifications for the use of digital assets, as well as a style guide that can ensure the proper use of your brand.
  • Have a plan for growth. Agile branding will ensure you won’t have to rework your brand every year. Think about where your company is heading and how you plan to utilize your brand in the future.
  • Encourage internal communication. If you want your brand accurately represented across multiple platforms, then all of your employees need to understand the importance of brand consistency. Listen to what your employees have to say about how they perceive your company values, and see how that lines up with your brand’s public image.

In conclusion

An adequately managed brand can help you boost sales, improve customer retention and build trust for your company. However, to achieve this, you need to acknowledge the importance of brand consistency and take steps to ensure that your brand is properly utilized in a consistent way.

Image used:

https://unsplash.com/photos/pJ_DCj9KswI

Clutch Hails London : Los Angeles as one of the Leading Advertising Agencies in Los Angeles

Clutch Hails London : Los Angeles as one of the Leading Advertising Agencies in Los Angeles 600 600 Robert Bridwell

The advertising industry has seen a massive shift from traditional to digital in the past few years. That is why finding the best advertising partner that can help you with both is crucial to your success. Companies like London : Los Angeles has seen both the orthodox and modern side of the advertising industry. We are confident that our skills are sufficient to help you take your business to the next level.

As a matter of fact, our team has been recently recognized as one of the leading advertising agencies in Los Angeles by Clutch. According to their recent research, our team has been one of the top-performing agencies locally. It is thanks to their amazing passion and dedication that we are able to accrue such incredible accolades and accomplishments from the industry.

Clutch, in case this is the first time you are hearing about them, they are an established platform in the heart of Washington, DC, committed to helping small, mid-market, and enterprise businesses identify and connect with the service providers they need to achieve their goals.

Again, this 2022 Clutch award means a lot to us! With that being said, we would like to extend our appreciation to Clutch and their team for making this award possible. To officially receive this award, here is our CEO and Founder, Nicholas Platt:

“We are thrilled with this recognition. A huge thank you to all our clients that make our collaborations a joy! We are looking forward to creating more amazing campaigns with all of you. Our team is grateful to work with amazing and incredible people such as yourselves.”

We are excited to work with you! Drop us a line today and we’ll get back to you ASAP.

London : Los Angeles is a Branding Game Changer in California

London : Los Angeles is a Branding Game Changer in California 2560 2560 Robert Bridwell

Here at LO:LA, think of us as an extension of your marketing team, curated specifically to your brand or campaign. We can offer “a la carte” services on a project or work as your retained agency. We always come from a very collaborative approach, working with all designated stakeholders and acclimating to your internal processes.

We will always be transparent with costs, expectations, and deliverables. Our goal is to be your long-term partner. We pride ourselves on how we communicate and offer solutions. We bring big agency and in-house experience with the flexibility, attention, and “outside the box” thinking of an independent shop while never sacrificing quality and consistently turning out compelling creative made with love.

Because of our clients’ approval and trust, we’ve been featured as one of the game-changer firms on Clutch. According to their page, London : Los Angeles is among California’s game-changing branding companies.

For context, Clutch is a data-driven B2B research platform committed to helping small, mid-market, and enterprise businesses identify and connect with the service providers they need to achieve their goals. Clutch carefully curates lists of the absolute best agencies and organizations by industry and location, simultaneously enabling companies to establish credibility and buyers to find the right services.

We’re grateful to have our clients’ testimonials, as these will help us establish our name in the industry. No matter the project size, we are always honored when working with amazing clients. Take a look at some quotes from our clients’ reviews!

“They were smart to mirror our management style.They were thoughtful, human, and devoid of ego. It was about great work and clear communication.” – Chief Creative Officer, RTR Media

 “I’ve worked with LOLA before on another branding and website project – their work is top notch, they’re always fun to work with and approach problems so creatively. I’ll continue to use them for any branding work in the future.” – Jennifer Duran, Founder, Duran Consulting, LLC

Selling Stories

Selling Stories 2560 2560 Robert Bridwell

I have been a creative for longer than I care to remember, but it has been something I have always loved. I was always aware that creating the work was only half the battle, the ability to sell the stories you create is an art form in its own right. I first put these simple rules down on paper a few years ago for the team I was working with, but I think they are as relevant today as they were then. So, here are the 10 simple things I try to stick to when it comes to sharing the work. I hope you find them useful.

Rule #1 Sell the problem…
…and the solution will sell itself. Before you even open your mouth, your client will have a clear understanding of the problems they face but they will have no idea what your solution is.
To position your solution, start with a clear summary of their business problem and show empathy for their situation, explain in detail how you find a simple and elegant solution to the issue at hand. All that is left to do is share the idea.

Rule #2 Do things Left.
Take your client in an unexpected yet welcome direction. Make sure your solution has something unexpected about it, something that gets the client to think differently about their feelings about the current situation.
It may not be the thing that the client ultimately buys, but it will most certainly be the thing that they remember.

Rule #3 Have Fun
Seeing creative work is the high point of any client’s day. Make your presentation enjoyable to sit through, this does not mean cracking jokes or being the center of attention, but it does mean making the presentation light, comfortable and something the client looks forward to.
Remember, when you have fun it’s infectious.

Rule #4 Respect Murphy’s Law
If something is going to go wrong, it will. Don’t panic! Take a deep breath and start again. It can happen to anyone, how you handle it can make all the difference.

Rule #5 Slow Down
We all naturally talk quickly. If we get nervous, we talk even faster. Remember, we don’t want the client to miss what you are saying. Use simple, concise and focused statements. Make sure you pause between points to make sure each idea is understood.

Rule #6 Smile
Look like you are enjoying yourself, after all, you’ve put the time and sweat into the work. You’ve made it just right. Smile and be happy, enjoy the ideas you are presenting.

Rule #7 Make the story human
Put yourself in the picture, your idea can always be made more relevant. Put yourself or a loved one in the story and make the story believable, show that it could happen to anyone. Make the solution real in any way you can.

Rule #8 Passion
Period.
Nothing sells ideas like passion. The crucial element when selling your work is giving a s***.

Rule #9 Start small
Dream big for your clients, the brief might only require a small solution, but always paint a picture of where the work could go! What might it become over time? Could it change the world? Start small but dream big.

Rule#10 Relax
You’ve told the client what you want them to hear, the work is done. The trick is to focus on the good feelings, that way you’ll want to do it again and again.
As I said earlier, working in the creative business is something I love, sharing ideas that can have a positive impact on people makes it all worthwhile. At LO:LA we like to say everything we do is made with love, let us know if we can help you with something you will love.

5 keys (That no one tells you) for making your brand story stick

5 keys (That no one tells you) for making your brand story stick 2560 2560 Robert Bridwell

We have been helping brands tell their story, create engagement, and feel more relevant for literally decades. We pride ourselves in helping to make a new brand articulation stick. Along the way we have seen the same common pitfall trip companies up, but if they are overlooked, they can make the difference between success and failure.

You can follow all the tried-and-true approaches to making a brand articulation complement the company mission, you can follow an inclusive process to uncover the nuggets that lay at the heart of the problem, and you can develop a robust method to articulating how the brand should think, feel, and act in the world. And trust me, we love and do all of this, but every time we accept a brief to help define a brand, we find that if we don’t pay equal and focused attention to the following 5 areas, we know all the effort, passion and good faith will be for nothing.

I first saw the marked difference and positive outcome that comes from paying close attention to these key factors very early on in my career, while working back-to-back on 2 rebrands for 2 major financial institutions I was struck by the very different outcome from 2 equally impressive, reimagined brand thoughts.When I looked back at the differences between the 2 scenarios and the differences between how the brands were received, I noticed 1 or 2 very simple differences which I have seen happen time and time again, differences not in the work or the process or the diligence and care that was put into the work, but differences in how the immediate team and the wider company were engaged and brought into the process.

I was fascinated to see the same outcomes happen when attention was paid to the way the team was engaged and involved. Simple moments of collaboration, an invitation to input and celebration of group pride worked wonders, helping the work find a home and be accepted by the outside world.

So, in our work we try to make sure these 5 key actions are always in consideration and always factored into our ideas of success. These might seem obvious but ignore them at your peril:

Get everyone on the same page.
You’ll be surprised at how differently people see a problem and what is needed. Once we take the brief, we make a point of talking to everyone with a stake in the outcome, this usually takes the form of a structured 30-minute interview/conversation where we try to understand perspectives and context for the work. Seeing the similarities and differences to perspective early on helps set expectations not just with the work at hand but with each other.
Once we have conducted the conversations and assessed the output, we always like to get into a round table conversation to share findings and raise the questions of clarifying certain points, it’s really great when you see people realize they are thinking differently and how they become mindful of the real and tangible common goals.
This then really becomes the brief, the real starting point for the work.

Invite all key stakeholders.
All too often because a brand request is made by the marketing department that is where the answer stays too. In our experience the greatest success comes from having representation from all areas of the business, creating something in isolation will only lead to work that isn’t embraced and doesn’t have ownership from the whole business. Having a working team that understands and articulates how this brand work will have a positive impact on their jobs is invaluable, all the research in the world can’t replace first person real time experience.
We make sure the workshop environments we create are not intimidating, helping people freely share their thoughts. Having an environment where ideas and real-world scenarios are discussed helps quickly focus the things to help it be authentic, tangible and still inspirational.

Share with the company early.
While the thinking, energy and process is still fresh it’s a good practice to get a read on what you have created, this is a good time to take advantage of any preexisting company meeting to bring everyone up to speed on what you are doing. A simple show and tell with a Q and A can help seed the thinking and create a positive sense on anticipation of what is to come. It’s also great to hear any concerns early on. If there are concerns make sure you address them, making a point to prove you have listened and adapted to accommodate the wider teams concerns. Having everyone rooting for the outcome supplies the key momentum needed to push through to a successful outcome.

Be proud of the story you have created.
Of course, you are proud of what you are doing, but it pays dividends to show everyone you whole heartedly believe in what you are working on. Demonstrating your buy in leaves people in no uncertain terms about where you stand, it signals a clear direction and gives permission for others to share their passion or appreciation for the direction of the company. I’m not suggesting you have to bang a huge gong or create a company chant (thought that could be cool) or even act like Jared Leto in We Crashed, but an authentic signaling of your buy in works wonders.

Champion your champions.
This is the point where you start to see the green shoots of adoption and behavior change, this is probably the most crucial moment, the moment when you start to see others behaving in the way you want them to. This is the moment to bring attention to these observed behaviors and praise people for what they have done. Anything new can be scary for people, the fear of embarrassment and not quite fitting in are powerful dissuaders, helping people overcome their inhabitations and show how the new message has a positive impact on them is the key to unlocking the power of your new brand story. As people start to see real-time and personalized examples of behavior change, they feel more comfortable in expressing their own behavior change. Having a forum or place where you can share these stories and reward these stories is a great way to speed up engagement and make adoption an enjoyable thing.

At the end of the day a new direction for the brand or a new way of expressing the company message is a tool for everyone and it just makes sense that everyone should receive help using it. Being able to deliver a more purposeful articulation comes down to getting the whole team on board and engaged. Long before the outside world sees what you intend, your team must be won over and happy.

For more insights on how LO:LA can help your brand contact@thelolaagency.com

Volunteer Center Named ‘Non-Profit of the Year.’

Volunteer Center Named ‘Non-Profit of the Year.’ 600 600 Robert Bridwell

We are all so excited to learn that the Torrance Area Chamber of Commerce has named the Volunteer Center South Bay/Harbor/Long Beach as the Nonprofit of the Year for their annual Impact Awards. During the pandemic, the Volunteer Center had to quickly pivot to respond more fully to where care is needed most in the community. Over the past year, they have continued to rebuild their staff, finances, and programs after the impact of COVID, at LO:LA we had the privilege to help galvanize their core brand and messaging to support this truly inspiring effort and focus.

We are grateful to have great partners and collaborators like the Volunteer Center. Congratulations and keep up the awesome work.

LO:LA received 4 Gold and 3 Silver at the 28th Annual Communicator Awards

LO:LA received 4 Gold and 3 Silver at the 28th Annual Communicator Awards 600 600 Robert Bridwell

The winners of the 28th Annual Communicator Awards have officially been announced by the Academy of Interactive and Visual Arts. With over 4,000 entries received from across the US and around the world, the Communicator Awards is the largest and most competitive awards program honoring creative excellence for communications professionals. We are excited to announce LO:LA has received 4 Gold and 3 Silver Awards 

We received recognition for the following work: 

Fable – The Storied Beverage
2022 Communicator Awards Excellence
Collateral – Packaging for Marketing 

2022 Communicator Awards Distinction
Campaign – Branding for Integrated Campaign 

Volunteer Center – Touching Herts & Opening Minds
2022 Communicator Awards Excellence
Collateral – Cause & Awareness for Marketing / Promotion 

2022 Communicator Awards Excellence
General Not for Profit Websites 

Cure – Bringing Health Home
2022 Communicator Awards Excellence
Campaign – Branding for Integrated Campaign 

Good Cook – Spoon Licker
2022 Communicator Awards Distinction
Individual – Other for online video 

West Basin – Super-cali-frugalistic
2022 Communicator Awards Distinction
Campaign – Environmental for Integrated Campaign 

 

The Manifest Names LO:LA Among LA’s Most Reviewed Vendors

The Manifest Names LO:LA Among LA’s Most Reviewed Vendors 600 600 Robert Bridwell

At London : Los Angeles, we bring big agency and in-house experience matched with the flexibility, attention, and “outside the box” thinking of an independent shop, never sacrificing quality and consistently churning out stimulating creative made with love.

In line with our endeavors, we’re delighted to announce that we’ve been named one of the top naming agencies on The Manifest, a company listing platform. According to them, we’re one of the most naming companies in Los Angeles! You can find us on The Manifest to better know us and see how we do our work.

Let’s take a look at how we were chosen for this award.

In 2017

London : Los Angeles was founded by our CEO, Nicholas Platt, on the idea of reimagining advertising creative that not only echoes but finds magic in the moments that matter. We are about quality creative and marketing that’s accessible, affordable, and resonates. Whether it’s a full-service approach to a specific project or campaign, you can choose to commission all or just a bite-size piece.

In 2021

CURE, a wellness center, partnered with us for its rebranding efforts. We handled the design for the website and app to make everything uniform. These include a new look and feel for the wellness center’s products, store, and online presence. Moreover, we redid the client’s labels and logos and managed their social media channels.

“Their responsiveness is outstanding — if I need something, they get it done quickly.” – Michael McCauley, Owner, CURE

The Manifest spotlights the leading companies in Los Angeles, and we’re thrilled to be recognized as one of the most reviewed naming vendors for this year. This recognition validates the level of trust and confidence that our clients put into our work, and for that, we’re deeply grateful!

Are you looking for the best marketing minds and talents for your project? Get in touch with us!

 

 

Curiosity killed the cat but not your business.

Curiosity killed the cat but not your business. 2560 2560 Robert Bridwell

Are you inadvertently killing curiosity? Although a lot of businesses talk about wanting inquisitive minds in their company more often than not their curiosity is stifled, things like efficiency and conformity are being more important to the company. Curiosity is a good intention but with no follow-up.  

Let’s get real about curiosity, Curiosity has probably been the single most important quality to the progress of humanity. From the wheel, to airplanes, to the smartphone, they all have a curious mind at their inception. So why are businesses so adverse to embracing curiosity as an important skill that could change everything? 

Curiosity can be powerful in helping a business on many levels. When we are curious, we think more deeply about a problem, we look for innovative solutions and think through all the potential drawbacks. We innovate and are genuinely more creative. 

Curiosity can help a business or brand adapt to new market conditions and explore new and more interesting ways to sell their products, things that naturally make a company more resilient to change or to new competition. 

Cultivating a culture of curiosity leads to great trust and respect within the team. Leading teams that thrive on innovation are usually always granted the time and space to be curious. This virtuous cycle is only going to benefit any company that chooses to embrace and adopt this way of working. 

How do we get more curious? 

Sounds great! Right? “Let’s be more curious and everything will be better” So, why do so many businesses stifle inquisitive minds, why are businesses frightened that the risk and perceived inefficiency are too high a price to pay to be curious. 

In a survey conducted by the Harvard Business Review in which 3,000 employees from various industries were asked only 24% of them said they felt curious in their job on a regular basis and 70% said they face resistance when they start asking more questions. 

Is your business in need of a curiosity shot in the arm? How can you overcome some of the natural barriers to developing a truly innovative and creative team? 

The Harvard Business Review research piece goes on to say that when we are curious, we are less likely to fall prey to confirmation bias. Rather than looking for support for our beliefs, or stereotyping people. Curiosity helps us seek out the evidence that we are wrong and stops us from making broad-sweeping judgments about potential candidates. 

Curiosity leads to empathy 

Curiosity encourages people to put themselves in someone else’s shoes and take an interest in seeing the situation from their perspective. This helps people collaborate more effectively and easily, conflicts are less intense, and the group achieves better results. 

So, are you letting short-term targets get in the way of long-term goals? Is the busy work becoming the focus and are you losing sight of the company’s vision? A good question to ask is how can we make our company mission more part of our everyday? How can we evidence our focus or vision? Are there simple things you can create to help the team stay focused? 

Do you have the right mindset about exploring possibilities? 

Leaders often think that letting their teams follow their curiosity will lead to a costly mess, and often shy away from curiosity because it would make managing a more difficult task. Having an easy life trumps curiosity! How do we overcome this barrier? How do you incentivize curiosity? I’m not suggesting you make it a spectacle or tie it to financial gain, but there is a constant contest between innovation and an easy life, which seems silly but omnipresent. How do you make sure the promise of a better solution looks more attractive than an easy life? 

A lack of curiosity killed a brand 

A great example of a company choosing efficiency and low risk over curiosity is Ford. In the 1900 Henry Ford created a car for the masses, the Model T Ford accounted for 56% of all car sales, but once such popularity was achieved Ford focused on efficiency and fine-tuning the production line. But as the economy boomed people chose variety over price and they looked elsewhere. Ford’s focus on efficiency over innovation led to Ford losing dominance and allowing others to gain market share. 

How do you balance efficiency and innovation?  

Can you ask questions like Why? What if? and how might we…? What can you do to make them part of the everyday language and approach you have to even the mundane tasks, making big questions part of the small and every day can help balance efficiency and innovation. 

At LO:LA we developed Brand Articulation’ sessions to really help you focus your brand’s why, and set a clear agenda for innovation, we have also developed the Shake Session as a simple tool to help you inject a little ‘what if’ into the everyday. So, if you feel your company is choosing efficiency over innovation and you want a little help then why not give us a call. 

Photo by Justin Heap on Unsplash 

 

WEST BASIN SUPER-CALI-FRUGALISTIC WITH WATER CAMPAIGN

WEST BASIN SUPER-CALI-FRUGALISTIC WITH WATER CAMPAIGN 600 600 Robert Bridwell

WEST BASIN CALLS ON COMMUNITY TO BE SUPER-CALI-FRUGALISTIC WITH WATER New campaign urges local water saving as drought intensifies across the region and state CARSON, Calif. – The West Basin Municipal Water District announced its latest drought outreach campaign, calling on its 17 cities and portions of unincorporated Los Angeles County to be SUPER-CALI- FRUGALISTIC…

https://www.westbasin.org/wp-content/uploads/2021/11/11-16-2021-Super-Cali-Frugalistic-Save-Water-Campaign-Announcement-FINAL.pdf