CULTURE

Video is one of the most effective ways to drive sales for marketers. According to Email Monks, emails with videos drive a staggering 280% higher return than the ones without. In fact, according to a report by the Aberdeen Group, 67% of organizations use video to create brand awareness, 60% use video to drive conversions and 53% use video to nurture leads. So, how can B2B marketers leverage this trend to grow their business? In this blog, I’ll show you 6 ways you can attract more B2B leads with your video content. 1. EXPLAINER VIDEOS Explainer videos are a great way to attract and engage top-of-the-funnel (TOFU) audience. They help clarify the problem solved by your product or service and how your business can be beneficial to your customers. While creating explainer videos, it’s not only important to focus on building brand awareness but also engage your buyer personas and answer their questions. If your explainer video is unable to clearly identify and address the primary pain-point of your potential customers, they will quickly drop off no matter how attractive your video. It’s essential to do keyword research to identify the topics and trends that will engage your audience and choose the subject of your explainer video. Tap into relevant LinkedIn groups to understand what your target audience talks about most of the time. Your explainer video should be brief and answer the B2B researcher’s questions, persuading them to continue consuming your content. Here’s an example of how Unroll.me does it. The first half of the video explains the pain-point their tool solves (clearing your inbox of unnecessary subscription emails) for its potential customers and the second half shows how their product addresses it. 2. WHITEBOARD SERIES Whiteboard videos are similar to explainer videos but allow you to explore a single topic in depth. While an explainer video might give a quick overview of what your product or service does, whiteboard videos will enable you to talk about a specific benefit or feature of your solution or even a customer problem in greater detail. For example, if your target audience is small business owners, then you can create whiteboard videos about the various issues they face around hiring, sales, marketing, incorporation, and payments. In fact, whiteboard videos can also be a part of your broader education-based marketing strategy. The Whiteboard Friday video series by Rand Fishkin and the Moz Team is an excellent example of how to use video marketing to educate B2B target audience and increase brand awareness. Inspired by their success, Vidyard has launched Chalk Talk. 3. WEBINARS Just as ebooks and white papers allow you to establish authority and position yourself as an industry expert, you can also use videos as a rich source of expert opinions, useful insights, and concise facts. Webinars provide a great way to use live videos to connect with your audience. They allow you to cover a wide range of topics, that are relevant to your leads, in depth. By occasionally inviting guest speakers, you can not only build a credible reputation for your business but also convert leads into paying customers. Since webinars are mostly episodic in nature (like podcasts), they motivate visitors & leads to keep returning to you for more valuable insights. Over time, you’ll have also built a library of informative video content that can be repurposed into other forms (such as slideshows, infographics, articles) for distribution on various channels. 4. HOW-TO VIDEOS Although there are tons of blog posts and online tutorials about how to do things, there’s nothing that beats the convenience of a how-to video that actually shows you how to solve your problem, in a step-by-step manner. A how-to video that provides clear instructions on how to overcome challenges can be particularly efficient at converting leads. For example, you can gate your video content behind a landing page or a blog post and add lead generation forms to it using a video platform. 5. TESTIMONIAL & CASE STUDY VIDEOS A testimonial video is a powerful way to reassure your leads that you are the best choice, much more convincing than a simple quote or a written testimonial. It enables you to demonstrate your company’s values by showcasing good examples. This not only adds credibility to your business but also helps you stand apart from your competitors. With testimonial videos, you don’t really need to come up with anything super-creative. All you need to do is record some of your customers talking about how fantastic your product/service is and how they use it in their daily life. Similarly, you can also create case study videos that you link to in your sales emails to show how your business has helped your customers. Happy customers are the best brand advocates for any business, and a positive personal story will have a significant impact on how B2B researchers perceive your product/service. 6. PRODUCT DEMO A product demo is useful especially for B2B products & services, whose value may not be apparent. Most of the time, we rely on our website to do all the talking. However, many visitors are skeptical of signing up for new or unknown services unless they know what to expect on the other side. Product demos provide a great way to clearly show what your product does and how it solves customer pain-points. You can even create demos for specific use cases and features that simplify the use of your product or service. Once they see your product in action, leads are more likely to sign up for your free trial. In fact, you can even add a lead capture form right at the end of your demo video. Live product demos are also efficient at converting leads. Your target customers are looking for a solution for their problems, and are evaluating various tools & platforms. If your product is more straightforward to use and offers more features, then your product demo can help you prove that you are the best choice. WRAPPING UP Video content is a powerful tool to educate your audience and tell engaging stories. It is exceptionally versatile and aids decision-making at every stage of the sales cycle—whether it is short videos shared across social platforms, interactive videos that improve conversion or case studies that emphasize the credibility of your business. The key is to share informative videos that resonate with your target audience. The right video can get executives, managers, and salespeople excited about your business and convert more leads into paying customers. Do you have video on your list of strategies to incorporate in 2018? What types of videos have created the most success for your business? I’d love to hear about your experiences in the comments. https://business.adobe.com/blog/basics/b2b-marketing

With everyone talking about doom and gloom, how the world will never be the same again, and what will be the new norm… who is going to come up with the next big thing? I think it’s time to pause and reflect. I don’t think we need a “big thing” at all; rather, we need lots of simple and small things. It’s about creativity, connecting the dots in a different way. The questions at the moment in my mind is this: How can a brand remain front of mind with a customer? How can this unprecedented time be used to strengthen existing customer connections and create new and relevant ones? What services or products can a brand provide that are relevant to this time? What communication of hope and the future is being conveyed to customer? This isn’t about out-spending or out-shouting the competition; it’s about making a customer’s current situation easier, more tolerable, and more supported. To that end, I suggest all brands first take a look in their marketing “pantry”. Ask yourselves what content or work have you already created that could be given a new purpose, a simple means to support customers now and be remembered? All customers’ footprints have been reduced to the size of a living room. The user journey is now from the bedroom to the sofa and back, probably no more than three feet apart, while the method of communication is on three screens all working at the same time. Understanding this new norm and delivering value in that environment is going to be key to future success. People are very savvy to a disingenuous “we are here to support you” message that isn’t backed up by something honest and tangible. It becomes easier to identify because it is being repeated constantly by multiple brands… it’s as if we are all binge-watching insincerity. No more long-winded letters from the CEO, please! In the book the Power of Positive Deviance, the point is made to seek simple, creative solutions in the face of intractable problems, and it showcases inspiring accounts of bringing such solutions to bear. If ever there was a time to take advice for this approach, it is now (and I strongly recommend reading if you haven’t already)! Re-evaluating current challenges through an outside lens can lead to some wonderful and original outcomes. And pantry creativity isn’t something that needs to be done in isolation but can also be used to help and support each other. Take the #GreatAmericanTakeout campaign developed by the HW&H agency, by involving multiple brands a good campaign was turned into a great cause that gained significant impact and reach while driving business for brands in an industry severely impacted by COVID-19. Now is the time for the “MacGyver” in all brands to really show up. We need to ask ourselves the following: what content do I have that I can repurposed for good? Is there an at-home experience or product that can be repurposed to help where it’s needed? Perhaps a digital experience put on a shelf that, with a little TLC, could support customers at home? And what new or existing partnerships could take on a fresh meaning is this current situation, take advantage of what we might be able to share?

I recently visited Fleming’s Prime Steakhouse & Wine Bar in Newport Beach’s Fashion Island, the original spot of the Florida-based chain that now boasts about 70 locations.The occasion was Fleming’s intriguing new “five senses” dining experience called Taste of the Future. This monthly event costs around $200. It lasts nearly three hours and unfolds in the restaurant’s private event space, a downstairs cellar-like environment where several small tables are surrounded by 360 degrees of viewing screens. Several guests commented that the experience reminded them of something you’d see at a theme park, only with considerably better food. To satisfy the senses of sight and hearing, the screens show professionally-produced footage of the striking California locales behind the evening’s five courses of food and wine. The chef partner at Newport Beach’s Fleming’s Prime Steakhouse and Wine Bar is Kevin Monahan. He curates the Taste of the Future “five senses” dining experience. (Courtesy of Fleming’s Prime Steakhouse and Wine Bar) For the senses of taste and smell, the highlights were a smoked tomato soup topped with brown butter brioche croutons; striped bass (paired with roasted corn, a cilantro salad and avocado purée); and the fig upside down cake (with a honey cinnamon glaze and candied figs). The only disappointment — and it was a modest one — was the “touch” aspect of the experience, which involved fiddling with some items placed in a box at the table. One of them was a piece of coral. Each had an explanation of how it connected with the courses. It all seemed a bit loose compared with how well everything else was presented. Still, I recommend this experience for diners wanting an immersive experience worth sharing with friends and family. For those looking for something extra special, Fleming’s can create custom experiences in their private dining space, such as a birthday in Paris complete with a French menu and visuals from the City of Light. https://www.latimes.com/socal/daily-pilot/entertainment/story/2019-08-19/on-food-five-senses-dining-at-flemings-in-newport-beach

Former RAPP Los Angeles and London executive creative director Nick Platt is ramping up his new creative shop LO:LA (London: Los Angeles) with a nine-person team, up from three partners when the agency unofficially started as a “soft launch” in March 2017. Platt specifically devised his agency to depart from what he calls the “politics, process and profits” that dominate most major global agencies. “Clients paid a ton and got layers of process and no real work to show for it,” he says. Instead, LO:LA’s approach is that everything is “Made with Love,” says Platt, from the client approach, to the creative, to the consumers each brand is trying to reach. “We want to prove that creative can be simultaneously quick, nimble, quality and cost-effective,” he says. The agency’s current roster of clients includes Total Wine & More, Fleming’s Prime Steakhouse and Wine Bar, GRRRRL, Halo Circus and The Creative Coalition. This account work has typically expanded beyond a one-off project, says Platt. To that end, LO:LA created new “Just Round the Corner” brand positioning for Cycle Gear to increase awareness of the brand and its 135+ stores nationwide. The brand wanted LO:LA to create something that would speak to all riders, rather than just hardcore athletes. “It’s the one thing every rider has to do regardless of ride type,” he says. The effort began with OOH billboards in Los Angeles, San Francisco and Atlanta that contributed to a significant sales lift, prompting the creation of a television spot. In its first year, the agency has won 13 ADDY Awards and won a Webby Award Official Honoree this year.

We are Thrilled to announce our inclusion in the Martech Outlook list of top 10 Brand Mangement firms for 2024. Below is the article written about us. Exploring the Essence of Brand A striking anecdote from John F. Kennedy’s 1962 NASA visit highlights the profound impact of a brand story resonating throughout an organization, as a janitor’s reply of “I’m helping put a man on the moon” encapsulated the essence of collective purpose. In recent times, the intricate realm of branding has taken a backseat due to its perceived complexity and its delayed return on investment in contrast to immediate marketing outcomes. While some enterprises excel in defining the ‘what’ and ‘how’ of their operations, the truly savvy ones delve into the critical ‘why’ behind their existence when shaping their brand. At the forefront of this ethos stands LO:LA, a contemporary and inventive marketing agency acknowledging branding as the ultimate competitive edge in today’s cutthroat landscape. Whether orchestrating comprehensive campaigns or focusing on specific projects, LO:LA champions a pioneering Return on Ideas (ROI) approach that brings forth what resonates most with consumers. Nicholas Platt, CEO of LO:LA, underscores their approach: “For all our clients, we reexamine the core ‘why’ of their brand, providing a radical interpretation that directly communicates their value proposition to consumers.” Amidst business expansions, brand definitions often become muddled, especially when leadership transitions occur, leading to disparities in how different stakeholders perceive the brand. LO:LA adeptly navigates such scenarios, facilitating seamless market expansions by aligning brand messaging with the fundamental mission. Additionally, it aids businesses during investor acquisitions by effectively articulating their value to potential suitors. Amidst these demands, the primary focus remains on unifying the team under a singular message that unveils the essence of the brand. While numerous businesses are preoccupied with short-term promotional tactics and antiquated, fragmented messaging strategies, LO:LA emphasizes creating a coherent narrative and messaging continuum that propels a brand into its ‘next chapter moment.’ Their adaptability caters not only to established enterprises seeking to refine their brand vision but also to startups yearning for impactful, fresh messaging to fuel their growth trajectory. LO:LA’s current endeavors include spearheading the rebranding of a regional billion-dollar credit union slated for January 2024 and providing end-to-end guidance to a startup for the launch of their at-home blood testing application. Central to these successes lies their ‘Brand In A Box’ solution, comprising four phases: research and immersion, brand story and strategy, visual expression, and brand rollout. LO:LA conducts extensive research, including stakeholder interviews, data analysis, and competitor evaluations, comprehensively grasping the nuances, aspirations, and demographics that can drive a brand’s growth. Built on Carl Jung’s theory of 12 archetypes, ‘Brand In A Box’ leverages customized consumer archetypes to foster a shared understanding of diverse messaging possibilities. This linguistic framework lays the groundwork for a brand essence workshop, employing exercises and assessments to gauge feedback and refine the brand’s narrative. Beyond envisioning the brand, LO:LA delves into the emotional underpinnings of consumer behavior through a Golden Circle exercise, coupled with ‘soul-searching’ discussions with clients to unveil unspoken concerns, facilitating more effective brand communication. Based on the core brand idea, ‘Brand In A Box’ crafts personas and motivations, defining visual elements like appearance, voice, tone, and overall identity. This culminates in a seamless rollout ensuring digital assets are market-ready while aligning the internal team momentum to achieve objectives and manage customer expectations. An exemplary success story involves San Francisco’s Hotel Nikko. Despite misconceptions about the city, LO:LA strategically repositioned the hotel as a vibrant hospitality destination, leveraging a brand narrative centered on energy and diversity. Looking ahead to January 2024, LO:LA plans product launches in London and Los Angeles, facilitating British companies’ expansion into the American market and reciprocally establishing a robust presence for U.S. brands in the U.K. This initiative capitalizes on Platt’s 15 years of U.S. experience combined with partner Adrian Watman’s expertise and the U.K. team. Ultimately, LO:LA aims for ‘Brand In A Box’ to become the go-to solution for businesses aiming to communicate their ‘unfair brand advantage’ across borders.

We are absolutely delighted to announce we have won 3 Silver Davey Awards. A big thank you to our team and our clients for making the process of creating this work an absolute pleasure. THE DAVEY AWARDS ANNOUNCES WINNERSBEST IN SHOW WINNERS UNVEILED, GOLD AND SILVER AWARD RECIPIENTS ALSO NAMED New York, NY (October 24, 2023) – Winners of the 19th Annual Davey Awards have been announced by the Academy of Interactive and Visual Arts. The Davey Awards honor work from the best boutique creative agencies, in-house brand teams, small production companies, and independent creators across Branded Content, Video, Design & Print, Advertising & Marketing, Mobile, Podcasts, Social, and Websites. Please visit daveyawards.com to view the full winners list. “The talent displayed by the Entrants into our 19th season has proven to be massive”, said AIVA managing director Lauren Angeloni. “I’ve come to expect ingenuity and innovation from our small shops and independent creators, but this year is particularly stunning. I want to congratulate all of the honorees for their well-deserved wins. I also would like to extend sincere thanks to our jurors, who gave so much time and care in their evaluation of each entry.” The Davey Awards is sanctioned and judged by the Academy of Interactive and Visual Arts, an invitation-only body consisting of top-tier professionals from acclaimed brand and media, interactive, advertising, and marketing firms including: Spotify, Majestyk, Big Spaceship, Nissan, Tinder, Conde Nast, Disney, Microsoft, GE Digital, JP Morgan, PGA Tour, Wired, and many others. Visit aiva.org for more information on our judging body. The Davey Awards is an international award focused exclusively on honoring outstanding creative work from the best small teams from across the world. The 19th Annual Davey Awards received over 2,000 entries from ad agencies, digital agencies, production firms, in-house creative professionals, graphic designers, design firms and public relations firms. All it took was one small stone and a flash of ingenuity for David to overcome Goliath. The Davey Awards were inspired by this symbol of creative resourcefulness and used it as the foundation of our updated brand identity and sleek new statuette. In their 19th year, they doubled down on their core mission—celebrating brilliant ideas from small teams. The Davey Awards level the playing field so entrants compete with only their peers, and winners can gain the recognition they deserve. Please visit daveyawards.com for more information.

In the dynamic landscape of business and commerce, the pursuit of revenue is an ever-present goal. However, the path to generating substantial revenue isn’t solely paved with raw data and cold facts; rather, it’s illuminated by the art of storytelling. The adage “facts tell, but stories sell” encapsulates a profound truth: the persuasive power of storytelling is unmatched when it comes to driving revenue growth. Let’s delve into the compelling reasons why storytelling stands as the supreme strategy for revenue generation. The Science of Storytelling When a story is skillfully woven, it has the remarkable ability to captivate and resonate with the human mind. Neurological studies reveal that storytelling engages multiple brain regions simultaneously, triggering cognitive responses that mere data and statistics cannot replicate. The release of oxytocin, often referred to as the “trust hormone,” is a direct outcome of emotional engagement through storytelling. This chemical response fosters empathy and connection, paving the way for the creation of a unique bond between the storyteller and the audience. Take, for example, Apple’s ingenious use of storytelling in their marketing campaigns. Instead of bombarding consumers with technical specifications, Apple’s “1984” Super Bowl commercial and “Get a Mac” campaign featured relatable characters, inviting viewers to join in on the narrative. This emotional resonance allowed Apple to transcend the role of a mere technology company and become a symbol of innovation and creativity. By tapping into human emotions, Apple effectively generated revenue through a loyal customer base drawn by the stories they told. Memorable Messaging The human mind is inherently wired to remember narratives, making storytelling an exceptional tool for conveying messages that stick. Compare the lasting impact of stories to the fleeting nature of raw data. This capacity for retention serves as a crucial advantage for businesses seeking to etch their brand into the consumer consciousness. Dove’s “Real Beauty” campaign stands as a testament to the potency of storytelling in messaging. Instead of focusing solely on product promotion, Dove shared stories of real women grappling with societal beauty standards. These narratives resonated deeply, embedding Dove’s commitment to authenticity and self-acceptance in the minds of consumers. The result? A brand that not only achieved increased revenue but also fostered a loyal customer base drawn to its empowering narratives. Connecting with the Audience The heart of successful storytelling lies in its ability to evoke empathy and forge connections. When brands share personal experiences and emotions through stories, they demonstrate a level of vulnerability that resonates with audiences on a profound level. This emotional connection goes beyond transactional relationships, fostering a sense of community and loyalty. Nike, a master of storytelling, excels in this aspect. Their “Just Do It” campaign has showcased stories of athletes conquering adversity and pushing their limits. These stories not only inspire individuals to overcome challenges but also align them with Nike’s brand identity. By connecting with customers on an emotional plane, Nike elevates its revenue streams through engaged and passionate consumers. Overcoming Skepticism In a world flooded with information and advertisements, skepticism has become a natural response. However, storytelling possesses a unique ability to dismantle these barriers and build trust. Authentic storytelling, with a focus on transparency and vulnerability, can transcend skepticism and establish credibility. Charity: Water, a nonprofit organization, demonstrates this concept admirably. Through impactful storytelling, they bring to life the transformational impact of providing clean water to communities in need. By sharing individual stories, they evoke empathy and authenticity, leading to increased donations and sustained support from a trusting audience. Creating Engagement and Virality The viral nature of compelling stories is an undeniable force in the modern era. Stories have an innate shareability factor, enabling them to propagate across social media platforms and ignite conversations. This organic dissemination serves as a powerful marketing tool, amplifying brand reach and ultimately driving revenue. Coca-Cola’s holiday campaigns embody this notion splendidly. Their heartwarming advertisements center around themes of family, friendship, and sharing during the festive season. These narratives don’t just boost sales; they transform Coca-Cola into a timeless symbol of holiday cheer, sparking conversations and generating revenue year after year. Longevity and Brand Loyalty Stories have a unique attribute: they endure through time, often passing down through generations. This longevity contributes to the cultivation of brand loyalty and an ever-expanding customer base. As stories become woven into a brand’s fabric, customers become advocates and brand ambassadors, driving revenue growth over the long haul. Reflect on the enduring appeal of Apple and Nike. Their stories have not only stood the test of time but have also evolved to encompass new narratives. These stories, backed by loyal customers turned advocates, continue to drive revenue as they inspire and resonate with each passing generation. In the arena of revenue generation, storytelling emerges as an unrivaled force. By appealing to emotions, building trust, and fostering connections, storytelling transforms businesses into purveyors of experiences and emotions, rather than mere commodities. The cases of Apple, Dove, Nike, Charity: Water, and Coca-Cola eloquently demonstrate how stories elevate brands, engage audiences, and drive revenue growth. As businesses navigate the complex landscape of commerce, embracing the power of storytelling isn’t just a strategy; it’s a journey toward sustainable growth and unparalleled success. Photo by Nick Fewings on Unsplash

Setting the Stage In a world brimming with options, brands have become more than mere products – they’re identifiers of values, aspirations, and purpose. But in a marketplace flooded with choices, what truly distinguishes a brand? The answer lies in understanding the “why” – the fundamental reason a brand exists beyond profitability. The pivotal role of discovering and embracing a brand’s “why” in today’s dynamic landscape, where differentiation is the key to capturing attention and loyalty. The Foundation of Purpose At its core, a brand’s “why” is not just a slogan; it’s a profound raison d’être. Consider the example of Warby Parker, the eyewear brand. While delivering stylish eyeglasses, their “why” extends to making vision care accessible to all. With its Buy a Pair, Give a Pair program, Warby Parker’s purpose-driven approach attracts socially conscious consumers, turning them into brand advocates and contributing to a meaningful cause. Uniting the Tribe The “why” behind a brand goes beyond consumer demographics; it’s about forming a tribe of like-minded supporters. Lush Cosmetics serves as an example of this tribe-forming power. Beyond selling bath and beauty products, Lush champions ethical practices and environmental responsibility. Their “why” resonates deeply with eco-conscious consumers, transforming them from customers into passionate advocates for the brand’s principles. Standing Out in the Crowd In an era of commoditization, a strong “why” becomes a beacon that guides consumers through the noise. Beyond Meat is a contemporary illustration of this. By providing plant-based meat alternatives, their “why” addresses both health and sustainability concerns. Amidst traditional meat options, Beyond Meat’s distinct “why” appeals to health-conscious, environmentally-aware consumers seeking innovative alternatives. Evolving, Yet Rooted A brand’s “why” isn’t set in stone; it can evolve while staying rooted in its core values. Nike exemplifies this adaptability. From its inception focusing on athletic performance, Nike’s “why” evolved to encompass empowerment and social change. The Colin Kaepernick campaign, for instance, showcased Nike’s commitment to social justice, proving that a well-defined “why” can resonate even in the face of controversy. The Internal Compass A brand’s “why” isn’t just for external perception; it serves as a compass guiding internal decisions and culture. Airbnb is a contemporary illustration of this. Their “why” of creating a sense of belonging goes beyond accommodations; it shapes the company’s culture and empowers hosts and guests to connect on a deeper level, reinforcing Airbnb’s unique position in the travel industry. Your Why, Your Differentiator In today’s rapidly evolving landscape, brands must be more than products – they must be purpose-driven beacons. As demonstrated by Warby Parker, Lush Cosmetics, Beyond Meat, Nike, and Airbnb, a brand’s “why” is its North Star. It transcends fleeting trends, forging emotional bonds with consumers seeking authenticity. This profound understanding is what sets remarkable brands apart, guiding them towards enduring success.

In today’s dynamic and competitive business world, creativity has emerged as a powerful force driving success and growth. While organizations recognize the tangible benefits of investing in creativity, there is an equally compelling but often overlooked byproduct: joy. This argument highlights how embracing creativity and fostering a culture of innovation not only generates tangible returns but also cultivates joy among employees, customers, and communities. By celebrating and encouraging creative expression, businesses can create an environment where joy flourishes, leading to increased engagement, loyalty, and overall well-being. Joy as an Intrinsic Outcome of Creativity Embracing Personal Expression: Creativity empowers individuals to express their unique perspectives, ideas, and talents. When given the freedom to be creative, employees experience a sense of fulfillment and joy in their work, enabling them to bring their whole selves to the table. A Source of Inspiration: Creative environments inspire and uplift individuals, fostering a sense of joy that transcends traditional metrics. When people are encouraged to explore their imaginations, they become inspired, leading to increased motivation, productivity, and overall happiness. Nurturing Joy within Organizations Acceptance and Support: Creating an environment that accepts and supports diverse forms of creativity allows employees to feel valued and appreciated. When individuals feel their ideas and contributions are respected, they experience a sense of joy and fulfillment, fostering a positive work culture. Encouraging Collaboration: Collaboration amplifies joy by creating opportunities for shared experiences and collective accomplishments. By encouraging teamwork and cross-functional collaboration, organizations can tap into the synergy of diverse perspectives, leading to greater innovation and shared joy. Celebrating Achievements: Recognizing and celebrating creative achievements uplifts individuals and teams, generating a sense of accomplishment and joy. Acknowledging and rewarding creative endeavors encourages continued growth and fosters a positive feedback loop that fuels further innovation. Joy as a Catalyst for Customer Engagement. Memorable Experiences: Creative and innovative products, services, and interactions have the power to evoke joy in customers. By delighting customers through unique experiences, businesses forge emotional connections that enhance brand loyalty and advocacy. Emotional Resonance: Creativity allows businesses to craft narratives and stories that resonate with customers on a deeper level. By tapping into emotions and creating meaningful connections, organizations can evoke joy, leading to stronger brand affinity and long-lasting relationships. Joy and Community Impact. Inspiring Others: Organizations that prioritize creativity inspire others within their communities. By sharing their creative endeavors, businesses can ignite the spark of joy in individuals and foster a culture of innovation beyond their immediate sphere. Social and Cultural Enrichment: Creative initiatives that engage with communities contribute to the social and cultural fabric, enriching lives and fostering a sense of joy and pride. By supporting and investing in creative endeavors, organizations become catalysts for positive change and community well-being. While the benefits of creativity in driving tangible outcomes such as revenue, acquisition, and loyalty are well-known, the power of joy as a byproduct should not be underestimated. Embracing creativity not only generates innovative solutions but also cultivates a sense of joy among employees, customers, and communities. By creating an environment that encourages creative expression, organizations empower individuals to experience fulfillment and inspiration, leading to increased engagement and overall well-being. Joy becomes a catalyst for customer engagement, driving brand loyalty and advocacy. Furthermore, creative initiatives have a profound impact on communities, fostering social and cultural enrichment. By recognizing the inherent joy that creativity brings, businesses can create a meaningful and joyful journey for all stakeholders, ultimately reaping the rewards of a vibrant and thriving ecosystem. Photo by Jacqueline Munguía on Unsplash

Visual branding is a strategy that uses visual elements like color, typography, and various shapes and materials, to improve brand awareness, public profile, social media appearance, content strategy, and so on. When we talk about digital marketing and brand advertising, we should not forget that over 80% of the campaign’s success depends on visuals. People are more visually oriented, and they always notice these things first, even if it’s on the subconscious level. As you will see in this article, there are many benefits of visual branding for your business. With that in mind, let’s see what those benefits are and how you can use visual branding to make a difference. The first impression never changes – make sure it is perfect! No matter what people think of your brand later, they will always have the same first impression. That never changes, and it can even define the entire relationship between a brand and a potential customer. The idea of visual branding is to create a visually appealing image of your company, which is one of the secrets of a successful online business. Think about your website’s home page, social media profiles, or any other place where your business is mentioned. The presentation of your business is not always just about the content. The design element is also a critical one. Some people will not even spend time looking at the content if they are not impressed with what the website looks like. Colors convey emotions – connect with customers on a personal level! It is no secret that colors convey emotions. Colors also have a deeper meaning. For example: green is always associated with nature; red with passion, danger, or love; white with something pure and innocent; black can mean mystery, death, elegance, power, mourning; purple is a sign of royalty, wealth, and luxury; blue often means loyalty or sadness; gray represents something formal, neutral, or conservative; yellow can be seen as a happy color. These are just some basic meanings, and each of these creates an emotion. Even combinations of colors can bring us closer to a more complex emotional picture. You need to consider what type of message you want to convey to your consumers and what feelings your brand should invoke. Impress customers on social media through visual branding Social media is one of the most critical communication channels today. Regular consumers spend almost 90% of their time on social media, and businesses must use that opportunity to connect with them. When we talk about visual branding in social media, it all comes down to creating aesthetically stunning and impressive content. People like to share on social media and are more likely to share something they think is beautiful. Visual branding draws more attention to your business It is no secret that people often judge other things by their looks. You should use that to your advantage and attract your client’s attention. One of the huge aspects of engaging with clients is understanding their perceptions and how they see the world around them. Since people are visual beings, they will often associate things they find similar. So, using visual cues to “show them” your website is one of those beautiful things. Simplify customer experience through visual branding Besides making things more beautiful and presentable, visual branding should simplify the customer experience. Let us say you have an online shop on your website. Clever use of colors, the size of elements, image optimization, and the perfect choice of font style should accomplish multiple things. First, that will make your online store look nice. Second, it will be easier to browse through the product catalog. As the final result, it will improve the overall customer experience and build a trustworthy image of your business. Build customer loyalty Considering all the things above, we see that visual branding has many benefits. It all leads up to the same goal, and that is to build customer loyalty. As your customers communicate with the business and experience many emotions, they slowly build loyalty and trust. Visual elements support this relationship and substantially speed up the process. Attractive design affects sales When the number of visitors starts to go up, you will experience more conversions. As a result, your sales will also increase. Visual appearance also has a lot to do with the functionality of the website. Also, it affects different stages of marketing. Furthermore, it affects customers on a subconscious level. As we have mentioned, people are more likely to buy a product if they find it pretty. Many online store owners are facing the issue of cart abandonment, and visual branding is a potential solution to this problem. How to re-brand your business without loving customers Visual branding is one of the processes during the re-branding of the business. Once your company starts going through changes, one of the common fears is that you will lose website traffic and loyal customers. You need to think about how re-branding can make your business better. You are not shifting the direction of your company 180 degrees but simply making seemingly minor alterations to strengthen business goals. The message of your brand always needs to be clear. As long as you understand your clients, you will know what they want and how to use visual branding to improve. Remember, you are doing this because your customers expect more. They have shown you, through the process of collecting data and customer reviews, that it is time for a change. As a result, you are doing everything possible to make your customers happy. 7 benefits of visual branding for your business made simple And there you have it. The concept of visual branding is not unknown anymore. You now understand what visual branding means and how it changes your business for the better. Understand the benefits of visual branding for your business, and you will have a clear path of how your brand needs to develop in order to improve. It is a challenging process but a very exciting one. Remember to be patient and consistent. It will take time to re-brand your company, but the outcome will be worth it for many years!

THE 29th ANNUAL COMMUNICATOR AWARDS ANNOUNCES WINNERS Excellence and Distinction award recipients named New York, NY (May 2, 2023) – The winners of the 29th Annual Communicator Awards have officially been announced by the Academy of Interactive and Visual Arts. We are excited to announce LO:LA has won 3 Communicator Awards for its work with Fable and Joyfull. With around 3,000 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. Winners who received the competition’s highest honor, the Award of Excellence, include Bank of America, Groove Jones, PBS, Hearts & Science, Pepsico, George Mason University, AARP, and many more. Please visit communicatorawards.com to view the full winners list. “The submissions for the 29th season of The Communicator Awards’ were some of the most diverse and powerful yet”, said AIVA managing director Lauren Angeloni. “I am truly blown away by the quality of the work. I want to congratulate all of the honorees for their well-deserved wins. I also would like to extend deep and sincere thanks to our jurors, who gave so much time and care in the face of this massive undertaking.” For more information about the Communicator Awards, please visit communicatorawards.com, email the Communicator Awards at info@communicatorawards.com, or call (212) 675-3555. About The Communicator Awards: The Communicator Awards is the leading global awards program honoring creative excellence for marketing and communications professionals. Founded nearly three decades ago, The Communicator Awards is an annual competition recognizing the best in advertising, corporate communications, public relations and design. The 29th Annual Communicator Awards received around 3,000 entries from ad agencies, digital agencies, production firms, in-house creative & communications professionals, graphic designers, design firms, and public relations firms. The Communicator Awards are judged and curated by the Academy of Interactive and Visual Arts (AIVA). The AIVA is an assembly of leading professionals from various disciplines of the visual arts dedicated to embracing progress and the evolving nature of traditional and interactive media. Current AIVA membership represents a “Who’s Who” of acclaimed media, advertising, and marketing firms including: GE Digital, Spotify, Condè Nast, Disney, Accenture Song, Superfly, Fast Company, Digitas, and many others. See aiva.org for more information

In today’s cutthroat market, businesses are constantly searching for ways to stand out from the crowd. While many companies focus on factors like price, quality of product, or innovation (which are all very important) to gain a competitive edge, there is one critical advantage that often goes overlooked: brand. A strong brand is the last unfair advantage businesses have, and it can be the key to building a loyal customer base, generating higher profits, and establishing a strong reputation. But what does it take to achieve a successful brand strategy? Let’s dive in and explore the key elements that make up a winning brand. Brand Strategy: Your brand strategy is the foundation of your brand’s success. It’s not just about your logo or your tagline – it’s about defining your brand’s purpose, values, and messaging. A well-crafted brand strategy will differentiate your business from its competitors and help you connect with your target audience on a deeper level. To create a successful brand strategy, you need to start by understanding your audience. Who are they, what do they care about, and what are their needs? Conduct research, analyze customer data, and gather insights into consumer behavior to develop a comprehensive understanding of your target market. With this information in hand, you can craft messaging that resonates with your audience and establishes an emotional connection. Your brand should be more than just a product or service – it should represent a set of values that your customers can identify with and rally behind. Your brand strategy should also consider the competitive landscape. What sets your business apart from its competitors? What unique value proposition can you offer? Understanding your competition and identifying areas where you can differentiate your brand is critical to developing a successful brand strategy. In addition, your brand strategy should also consider your long-term goals. What do you want your brand to achieve in the next five or ten years? How can you build brand equity over time? Answering these questions will help you develop a brand strategy that is both relevant and sustainable. Creative, Nimble Teams: Creating a successful brand requires a team effort. Your brand strategy is only as good as the team that executes it. To succeed in today’s fast-paced market, you need a team that is creative, nimble, and responsive to changes in consumer behavior and market trends. A nimble team is essential for maintaining brand consistency across all channels. This includes social media, email marketing, and website design. Your team must be able to quickly adapt to changes in consumer behavior and adjust messaging to ensure brand consistency. In addition to being nimble, your team must also be creative. A strong brand requires more than just a well-designed logo or color palette. It requires a team that can think outside the box and develops innovative solutions that differentiate your brand from its competitors. This is where having a creative agency partner can be particularly beneficial. A creative agency can provide fresh perspectives and help you develop creative solutions that align with your brand strategy. Look for an agency that has a track record of success and is passionate about helping you achieve your brand goals. Transparency, Building Trust: Transparency is another essential element of a strong brand. In today’s world, consumers are more informed than ever before, and they want to know what goes on behind the scenes of the businesses they support. Being transparent about your business practices and values can help establish trust with your audience. One way to demonstrate transparency is by being open about your sourcing and manufacturing processes. Share information about where your products come from, how they are made, and the environmental impact of your production methods. This will help establish your brand as one that is committed to sustainability and social responsibility. Another way to demonstrate transparency is through customer service. Make it easy for customers to contact you with questions or concerns, and be upfront about your policies for refunds, returns, and exchanges. This will help build trust and confidence in your brand. Transparency also means being honest about your limitations. No brand is perfect, and mistakes will inevitably happen. When they do, it’s important to own up to them and take responsibility. This can actually help build trust with your customers, who will appreciate your honesty and commitment to making things right. Partnering for Success: To build a successful brand, you need a strong team – and that includes your agency partner. Your agency should be a trusted advisor that understands your business and is committed to helping you achieve your brand goals. When choosing an agency partner, look for one that values transparency and communication. Your agency should be open about its processes, fees, and timelines, and should provide regular updates on progress and results. In addition, your agency should be nimble and adaptable. Look for an agency that can quickly pivot to meet changing market trends and consumer behaviors. This will help ensure that your brand remains relevant and top-of-mind with your target audience. Finally, make sure your agency shares your brand values and is committed to helping you achieve your long-term goals. A successful brand requires a strong partnership between you and your agency, built on trust and a shared vision. In conclusion, your brand is the last unfair advantage that your business has, and it’s critical to invest in your brand strategy, creative, nimble teams, transparency, and trust in your agency. By doing so, you can differentiate yourself from the competition, build customer loyalty, and ultimately drive business success.