Creating a Brand for Your Company

Jon Rod and Co

Written by John Rod

Recreating a brand for your company – The challenges are often frustrating and time-consuming.  How can you ensure you create a recognizable brand with lasting impact?

As a digital marketing agency, you are often tasked with recreating the brand for an existing or new client. When you are creating a brand for a customer, you go through a series of designs, explore messaging, create new photography and graphics which will be the catalyst of your new look and brand.

Where do you start when creating a brand? 
The struggle is real and can be frustrating and time-consuming. Especially if you are doing it for your small business. When creating a new brand, it is important to research your target audience as well as your competition. Knowing your target audience and creating personas will help you establish the brand and brand messaging. Conveying the right message to the right audience should be the ultimate outcome. This will also help you narrow your audience when creating your digital marketing and advertising campaigns.

ICG next is an innovative industry-leading financial advisory firm. When designing the companies new name and logo brand, the priority was to replace the long name and replace it with something simpler that meant something to the clients as well as the owners of the company. The award-winning logo design showcases the individual letters in the graphic portion. Colors were chosen as classic white, charcoal, white with a touch of red.

ICG next is an innovative industry-leading financial advisory firm. When designing the companies new name and logo brand, the priority was to replace the long name and replace it with something simpler that meant something to the clients as well as the owners of the company. The award-winning logo design showcases the individual letters in the graphic portion. Colors were chosen as classic white, charcoal, white with a touch of red.

The Importance of a Complete Brand
It is best if you review the “personality” and focus of the brand identity. Having the right business name and tagline (slogan) is as important and the look (colors and fonts). Choosing the right colors and fonts should be tested for readability and pop. 

Creating and Recreating brands has been one of our core services. As a full-service agency, our clients require us to push traffic to their websites. Once prospects arrive, are we properly conveying the brand the message, and the company is a new fresh way. Keeping an audience engaged is more important now than it has been in the past because you only have a few seconds to either capture their attention or risk being passed over. 

Once the brand is complete, it is time to apply the new brand across your business. 

The C&L Services brand has changed many times over the years. As the company expanded services beyond just street sweeping, the name changes from C&L Sweeper to C&L Services. The tag line has also evolved to be specifically focused on Total Pavement Maintenance. The colors were adjusted to be more vibrant, and the 50 Years (with the stars) was added which establishes the brand as “experienced”.

The C&L Services brand has changed many times over the years. As the company expanded services beyond just street sweeping, the name changes from C&L Sweeper to C&L Services. The tag line has also evolved to be specifically focused on Total Pavement Maintenance. The colors were adjusted to be more vibrant, and the 50 Years (with the stars) was added which establishes the brand as “experienced”.

Creating Our Own Brand
As we stated at the beginning of the article, the struggle is real! In setting out to create the new John Rod and Co website, we knew we wanted something great as a lead-in so visitors knew exactly what we could do as a digital marketing agency. We wanted our new website to have some of the latest bells and whistles to keep visitors engaged. We also wanted the website to act as a portfolio so customers could see some of our work.

A Short List of Must Haves:

  1. Dynamic Video Intro – People need to know right away what a company is selling. For many of our clients, we have created dynamic video introductions to better engage the audience. 

    Example of Dynamic Video Intro 1 - https://johnrodandco.com/ 
    Example of Dynamic Video Intro 2 - https://blackstoneparc.com/ 

  2. Gathering Assets – Content, messaging, copywriting, photography, video, and branding should be well thought out and organized before the website development is started. Here are two websites when all content, copy, messaging, logos, branding, video, and photography were created by John Rod and Company’s team.

    Examples of Assets 1 - https://icgnext.com/
    Example of Assets 2 - https://tileworksbyrich.com/

  3. Social Media – When tracking our client's analytics, we see a direct correlation between when we post on social media and how it impacts website traffic. Once your know what platforms your audience is engaged with, create those social pages and post on them weekly to maximize your brand exposure. Do not saturate your audience and bombard them with non-original content on social media. 

    Social Media Posting – Example 1 - https://www.facebook.com/atoproofingandconstruction/
    Social Media Posting – Example 2 - https://www.facebook.com/directfloorcovering 

  4. Blogging Google loves new content. Creating blog stories about your company, your services, and your products is a great way to climb to the top of the search engines organically. Creating original content and optimizing your posts will generate more traffic and that is a sure way to generate more prospects and ultimately more sales.

    Blog – Example 1 - https://libertypayrollhr.com/blog/ 
    Blog – Example 2 - https://icgnext.com/blog 

If you are a small to a midsize business struggling with your rebrand, we feel your pain. For more information about John Rod and Co. – Click Here!
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