Topic: Online / Content Marketing

Brand Identity

The Importance of Your Brand Identity

brandidentity

When people discuss branding the mind usually leaps to images of famous logos and the products they represent (note iconic logos above).  An essential strategic device for both businesses and individuals, branding involves creating a distinctive image and unique presence in the world.  Successful branding is essential for any company if they wish to succeed in their marketplace.  At Insiteful Solutions we have worked with hundreds of companies across the GTA and in Markham to develop successful branding campaigns.

While the images above are from recent memory, branding has been employed by tradespeople and craftsmen for thousands of years.  The modern era of branding coincided with the Industrial Revolution at the turn of the 20th century.  As products, services and trade flourished, company’s turned to rudimentary design elements to gain a competitive edge: the name of a company, claims of superiority and eye-catching design elements (note all encompassing Coca-Cola advertisement from 1905 below) were all employed in the days of modern marketing.

Developing successful brand identities is perhaps the most important task facing entrepreneurs after developing their actual product or service.  Branding goes beyond creating a simple logo to affix to your marketing materials; the best branding should encapsulate the values and aspirations of your company.  The brand identities at the top of this blog are so successful they no longer require their companies name to communicate the product they advertise.  A quick glimpse of these images simultaneously evoke the products they represent; moreover, they also communicate the emotional value and cultivate the image of the company.

The process of developing a brand identity can be a challenging exercise; it compels entrepreneurs to clearly identify the personality of their product and what niche it fills in the marketplace.  It requires business leaders to research their customer base and understand how they will be receiving their message. With the average North American adult seeing nearly 500 commercial images a day, your product (and its image) has more competition than ever.  Your brand identity should tell the story of your company and all of its aspirations. When people connect to your aspirations they connect with your brand on an emotional level – and an emotional connection can translate into a loyal customer.

As all entrepreneurs and business leaders know successful businesses require constant nurturing and attention. A brand identity is no different: as your product or service exists in a constantly changing and competitive marketplace your brand identity must be attended to and developed along with your company.  A successful brand identity will assist you in developing the messaging of your company and its values.

coca-cola

At Insiteful Solutions we work with business leaders to develop your complete branding platform. Throughout the GTA and Markham we have worked with individuals on creating and developing their personal brands and assisted established company’s to refresh and maintain their identity in the marketplace.  At Insiteful Solutions we have an incredible team of designers who work with you to create every aspect of a branding platform.  Our team consists of copywriters, designers, web design experts, content marketers and SEO specialists who will work with you to create a compelling brand identity.

Whether your brand is established or you are starting a new venture why not give us a call to discuss how we can be of help in creating or revitalizing your brand?

Insiteful Solutions – Celebrating 14 Years

Insiteful Solutions – Celebrating 14 Years of Providing Website Development, Design and Online Marketing in Markham, Toronto and Surrounding Areas

It really doesn’t seem that long ago. The Leafs were battling it out in the Eastern Conference Finals, televisions were turned to American Idol, and Apple was just beginning to make iPods. There were a lot of things happening 14 years ago, including the beginning of Insiteful Solutions.

The goal was simple. Provide professional Internet marketing, design and development services for big and small clients. We started serving businesses in our own backyard of Markham. Really, it was about relationship building. Provide excellent customer service, exceptional work and become partners in our client’s success stories. It’s a philosophy that worked out well, we still work with clients that were with us in the beginning.

There’s been many changes to our industry over the last 14 years. There’s almost too many to list: mobile websites, search engine advertising, social media, online video streaming, and dozens more. Something that hasn’t changed is the importance of storytelling and building a strong brand. It’s hard to build an online brand if you’re not doing anything interesting. The methods and tools are different, but everything we do is still rooted in strong branding.

“This is an exciting time in the online marketing world,” explained Jess Joss, owner and founder of Insiteful Solutions. “Every day presents new opportunities to expand our client’s digital presence. We have a strong team that’s able to provide our clients with all the development, web design and marketing tools needed to succeed.”

We’ve accomplished some exciting things over the last year. Our website was completely redesigned, we’ve gained some new and exciting clients, our team has grown and we’ve helped create some really great work that we’re all proud of.

“The relationships we have with our clients really separates us from anyone else,” said John Brown of Insiteful Solutions. “We take a lot of pride in the quality of work we provide to each of our clients and I think that’s why many of our clients have been with us for years.”

It’s been 14 amazing years of creative work and we’re looking forward to the many more projects ahead with both existing and new clients. We’d like to take this opportunity to thank the many clients that we’ve had the privilege of working with over the last 14 years and we value your business. It’s been a blast so far and the future looks even brighter.

Content Marketing

“Content Marketing is a commitment, not a campaign.”
Jon Buscall

The purpose of Content Marketing is to create and distribute relevant and valuable content about your product or service that is meant to attract, acquire and engage a target audience – with the objective of driving profitable customer action. For over 15 years Insiteful Solutions has worked with hundreds of clients – in Markham, Toronto, and around the world – in developing Content Marketing strategy. We excel at helping you achieve your business objectives with high engagement content and finely-tuned SEO.

Content Marketing is far from a new device for marketers. One of the earliest (and most lauded) forms of Content Marketing was created by the iconic American agriculture and heavy machinery company John Deere. The company began publishing a magazine called The Furrow in 1895. The magazine focused on the farmer and the issues they faced. Decades before the term ‘content marketing’ was even coined John Deere understood that by educating their customer on relevant farming issues they could then market to this community about the benefits of John Deere products. At its peak of publication in 1912 The Furrow reached 4 million households, it is still delivered to 2 million households.

Content Marketing

Before diving into the world of Content Marketing it is advisable to create a Content Marketing strategy. When starting this endeavour it is critical to listen to your audience. In the age of the internet with all things accessible it can be difficult to carve out a unique niche in any marketplace. Your company blog and social media platforms are a great way for soliciting feedback and learning more about any knowledge gaps within your customer base. By doing this research you can craft your core content strategy and develop meaningful content for your customers.

Another advantage to delivering valuable content to your customer base is positioning your company as an industry leader. The confidence a company conveys by delivering cutting edge information encourages customers to make better decisions. Two companies that have taken Content Marketing a step further are Adobe and Xerox; both companies have created stand alone websites that deliver information on their respective industries.

At Insiteful Solutions we will help you combine your website, company blog and social media platforms into a successful Content Marketing campaign. One device we suggest to many clients is to use visuals in the form of photography, infographics and/or videos into your campaign. An example of effective use of video and Content Marketing is by the company Bumble and Bumble. Founded in 1977 and now owned by Estee Lauder, Bumble and Bumble is a product line of hair care and styling products. As part of their Content Marketing campaign they have created a comprehensive video collection with advice on issues with hair and trends in styling. This free ‘how-to’ guide has become a cosmetic industry leader in how to combine content with product education.

At Insiteful Solutions we can help you ‘tell your story’ via Content Marketing. Our team of writers can work with you to weave your story into all areas of your on-line campaign. Whether we developed your initial website or you need assistance with existing online material we can augment and create an innovative strategy to increase your SEO and drive customers to your business.

You know your company better than anyone, let Insiteful Solutions help you bring it to the web.