Branding is Why. Marketing is How.

Published August 22, 2024

The statement “Branding is Why. Marketing is How.” succinctly captures the essence of two fundamental concepts in the business world. Let’s break down why this is true and how it applies to building a successful business strategy.

Branding is Why

  1. Defines Purpose and Values:

   – Branding is about establishing the core values, mission, and purpose of your business. It answers the question, “Why does this company exist?” and “What does it stand for?”

   – For example, a company like Apple emphasizes innovation, quality, and design. Their brand is built around the idea of making technology accessible and intuitive.

  1. Emotional Connection:

   – Effective branding creates an emotional connection with the audience. It’s not just about what your product does, but how it makes people feel.

   – Think of brands like Nike, which inspire motivation and determination through their “Just Do It” slogan. This branding evokes strong emotions and builds loyalty.

  1. Differentiation:

   – Branding sets a business apart from its competitors. It highlights unique qualities and the distinctive promise a brand makes to its customers.

   – Coca-Cola, for instance, is not just a soda; it represents happiness and sharing moments of joy, which differentiates it from other beverages.

Marketing is How

  1. Implementation of Strategy:

   – Marketing is the process through which the brand’s purpose, values, and promises are communicated to the target audience. It answers the question, “How do we reach and engage our customers?”

   – This includes various tactics such as advertising, content marketing, social media, and email campaigns.

  1. Tactical Execution:

   – Marketing involves the specific tactics and tools used to deliver the brand message. It’s about the channels you choose, the type of content you create, and how you measure success.

   – For example, a company might use influencer partnerships, SEO, and targeted ads to market a new product.

  1. Driving Action:

   – While branding builds recognition and loyalty, marketing drives the actions you want your audience to take. It’s about generating leads, increasing sales, and growing your business.

   – An effective marketing campaign for a brand like Tesla would focus on highlighting the innovative features of their cars and driving potential customers to test drives and purchases.

Branding is Why. Marketing is How.

The Bottom Line

In summary, branding is the foundational element that defines your business’s identity, purpose, and emotional appeal. It’s the “why” behind what you do. Marketing, on the other hand, is the executional aspect, the “how” that brings your brand to life and engages your audience. Together, they form a powerful combination that can build a strong, successful business. By understanding and leveraging both concepts, companies can create a compelling narrative that resonates with their audience and drives long-term growth.

Why It’s Better to Let Your Website Go Down Than Risk a Cyber Attack

Published July 19, 2024

On July 19, 2024, a significant server outage affected numerous critical services all over the world, including banks, 911 systems, airlines, and communication tools. This event, caused by an update by CrowdStrike and primarily impacting Microsoft systems, sparked widespread concern. While the immediate inconvenience of a server crash is undeniable, it is crucial to understand why it can sometimes be the lesser evil compared to the catastrophic consequences of a cyber attack. 

The Immediate Chaos of a Server Crash

A server crash brings about instant disruption. Services go offline, users are unable to access vital functions, and businesses can experience significant downtime. The recent outage highlighted these issues, with essential services grinding to a halt and panic spreading among users who rely on these systems daily.

The Undeniable Dangers of a Cyber Attack

While a server crash is visible and immediate, a cyber attack can be insidious and far more damaging in the long run. Here are some reasons why:

  1. Data Breach Risks

Cyber attacks often aim to steal sensitive data. If your website remains up during an attack, it becomes an open door for attackers to access confidential information such as customer details, financial records, and intellectual property. A data breach can lead to severe legal repercussions, loss of customer trust, and hefty fines.

  1. Financial Losses

The financial impact of a cyber attack can be staggering. Beyond immediate monetary theft, companies face costs related to remediation, legal fees, and increased cybersecurity measures. Additionally, the loss of business due to downtime and reputational damage can be crippling.

  1. Long-term Reputation Damage

Trust is hard to build and easy to lose. If customers discover that their data has been compromised due to a cyber attack, the long-term damage to your brand can be devastating. Restoring a tarnished reputation is a lengthy and expensive process that can take years.

  1. Operational Disruption

Cyber attacks can cause extensive operational disruption. Ransomware, for example, can lock you out of your own systems, halting all business activities until a ransom is paid or systems are restored. This kind of disruption can be more damaging and longer-lasting than a temporary server outage.

Why Prevention is Better Than The Fix

While a server crash is undoubtedly disruptive, it is a form of protection that can prevent the far more severe consequences of a cyber attack. By taking your site offline during a known threat, you create a barrier that prevents attackers from accessing your systems. It’s a proactive measure that buys time to address vulnerabilities and shore up defenses.

The Bottom Line

In the face of a known cyber threat, it is often better to endure the short-term pain of a server outage than to expose your systems to potentially catastrophic attacks. The recent outage caused by CrowdStrike underscores the importance of prioritizing cybersecurity. By understanding and accepting the temporary inconvenience of a crash, you can safeguard your business, your customers, and your reputation from far greater harm.

Labeling AI-Generated Content: Understanding the New Requirement

Published July 16, 2024
Understanding the New Requirements for Video

*Special thanks to Vimeo for sharing this new AI information with us. While they are the ones who are updating their terms of service, we wholeheartedly agree that this should be an across the board update for all video services like theirs.

Transparency has become more critical than ever, especially when it comes to content creation. As Artificial Intelligence (AI) -generated content becomes more prevalent, platforms like Vimeo are implementing new guidelines to ensure viewers are fully informed. Here’s what you need to know about Vimeo’s latest requirements for labeling AI-generated content, how it affects your marketing strategies and why you should implement it into your content creation process.

Why Label AI-Generated Content?

AI is revolutionizing content creation, offering unprecedented opportunities for efficiency and creativity. However, the rise of AI-generated content also raises important questions about authenticity and transparency. Vimeo’s new labeling requirement aims to address these concerns by making it clear to viewers when they are interacting with AI-generated media. This could be a strategy that you use no matter if you specifically use Vimeo or not as being honest and transparent with your viewers is always best.

AI Best Practices for Transparency

While Vimeo’s guidelines provide a basic framework, consider these best practices to enhance transparency and build trust with your audience:

  • Be Specific:
    • If possible, provide details about the AI technology used. This could include the type of AI or the specific tool (e.g., “This video was created using [AI tool name]”).
  • Explain the Role of AI:
    • Clarify how AI was used in the content creation process. Was it for generating visuals, editing, voiceovers, or the entire video? The more information you provide, the more transparent your content will be.
  • Educate Your Audience:
    • Use this as an opportunity to educate your audience about the benefits and limitations of AI in content creation. This can foster a more informed and engaged viewer base.

Labeling AI-Generated Content

Implications for Marketing Strategies

For marketing companies and business owners, this new labeling requirement is not just a compliance issue but also an opportunity to demonstrate a commitment to transparency and ethical content practices. Here’s how marketers and business owners can leverage this change:

  • Build Trust:
    • Clearly labeled AI-generated content can help build trust with an audience by showcasing honesty and integrity.
  • Differentiate the Brand:
    • Use transparent labeling to differentiate the brand as a leader in ethical content practices, setting you apart from competitors who may not be as forthcoming.
  • Enhance Engagement:
    • Engaging openly about the use of AI can spark curiosity and interest, leading to higher engagement rates and more meaningful interactions with an audience.

The Bottom Line

As AI continues to shape the future of content creation, staying ahead of regulatory requirements and ethical practices is crucial. Vimeo’s new labeling guidelines for AI-generated content are a step toward greater transparency and trust in the digital space. By embracing these changes, marketing companies and businesses can not only comply with the new standards but also enhance their brand reputation and foster deeper connections with their audience.

By implementing these guidelines and best practices, you can help ensure that your use of AI in content creation is transparent and trustworthy, aligning with these new standards and your audience’s expectations.

Celebrating World Emoji Day: Our Team’s Favorites and the Fascinating History of Emojis

Published July 15, 2024

World Emoji Day, celebrated on July 17, is a fun and whimsical occasion that allows us to appreciate these tiny digital icons that have revolutionized the way we communicate. Emojis have become an integral part of our daily interactions, adding emotion, humor, and nuance to our messages. In honor of this day, our team shared their favorite emojis, and the results were both amusing and insightful.

Our Team’s Favorite Emojis

  • MJ: Basic Smiley 😊
    • Why?: It’s universal and everyone can understand it!
  • Christine: ROFL 🤣
    • Why?: It expresses the majority of my text messages.
  • Bacon: Pregnant Man 🫃
    • Why?: Just for the fun of it!
  • Steven: Exploding Head 🤯
    • Why?: Perfect for mind-blowing moments.
  • Peggy: Chocolate Yogurt (Poop) 💩
    • Why?: It’s quirky and always gets a laugh.
  • Gina: Angry Swearing Face 🤬, IDK 🤷‍♀️, and Face Palm 🤦‍♀️
    • Why?: They capture a lot of my everyday reactions.
  • Emma: Easter Island Head 🗿
    • Why?: Because why not?
  • Arlea: Smiley with Hearts Around It 🥰
    • Why?:”I use it all the time with family and in posts.
  • Julia: Purple Heart 💜
    • Why?: I just use it all of the time.
  • Melissa: Eye Roll 🙄 or IDK 🤷‍♀️
    • Why?: They’re perfect for expressing mild frustration or confusion.
  • Danielle: Skeleton 💀
    • Why?: If something is very funny – I am dead!

A Brief History of Emojis

Emojis originated in Japan in the late 1990s, created by Shigetaka Kurita. The initial set of 176 emojis was designed to enhance digital communication by adding emotional touch to otherwise plain text. Over the years, these pictographs have evolved and expanded significantly. In 2010, emojis were standardized by Unicode, allowing them to be used consistently across different platforms and devices.

The Role of Emojis in Today’s Digital World

Today, emojis are more than just fun symbols; they are a language of their own. They help convey tone and context that might be lost in text-only communication. Emojis are used in various contexts, from casual conversations and social media posts to marketing campaigns and even in professional settings.

  • Enhancing Communication: Emojis add emotional depth to messages, making digital communication more expressive.
  • Brand Engagement: Companies use emojis to connect with their audience on social media, making their content more relatable and engaging.
  • Cultural Impact: Emojis reflect cultural trends and societal changes. New emojis are regularly added to represent diverse identities and experiences.

The Future of Emojis

As we look to the future, we can expect emojis to continue evolving in exciting ways:

  • Increased Diversity: More emojis representing different cultures, professions and lifestyles.
  • Animated Emojis: With advancements in technology, we might see more animated and interactive emojis.
  • Customization: Users could have the ability to create personalized emojis to better express their unique personalities.
  • Integration with AI: Emojis could become smarter, with AI predicting and suggesting the perfect emoji based on the context of the conversation.

The Bottom Line

World Emoji Day is a reminder of how far we’ve come in digital communication and the fun, expressive ways we can connect with each other. Our team’s favorite emojis reflect the diverse and humorous ways we use these little icons every day. As emojis continue to evolve, they will undoubtedly remain a vital part of our digital conversations, adding color and emotion to our interactions.

The 3 Best Strategies for Using CTA in Social Media Posts

Published June 17, 2024
The Best Strategies for Using CTAs in Social Media Posts

As with every good social media post, the author is surely putting a Call To Action (CTA), right? Yes and no, but we have to be smart and sly about it these days. We see it on Instagram everyday. “Like, share, save, comment, use this or that emoji..” etc. Instagram even came out and recently said don’t “hack engagement” or they won’t push it out as much. So what are the best strategies to using CTAs in social media without being pushy?

Provide Value First and Foremost

People are following you for a reason. Whatever that reason is, it is important to remember to give your followers something they value first to get them to want to give back to you in the ways of a CTA. When you post meaningful content, that is when the organic engagement happens. 

The 3 Best Strategies for Using CTAs in Social Media PostsDon’t Have Demanding CTA

There are certainly social media pages that demand engagement. Sometimes there are certain reasons why. Contests come straight to the top of the mind here. But otherwise, demanding likes and comments just gets stale. We know the YouTube phrases of, “Like and subscribe to my channel…” It just goes in one ear and out the other now. Our advice: Use softer phrases such as, “Check out my latest post,” or “Others you know might be interested in this too…” We’ll call these idea prompts instead of CTAs. Still the same concept but just a softer approach.

Highlight How They Can Benefit

The average person truly wants something in return for giving you something. Prime example is an email address. If you are going to provide a company with your email address so that they can email you whatever they want, then you want something of value in return. Companies need to make it clear how taking action will benefit their audience. If the CTA involves downloading a resource, signing up for a newsletter, or making a purchase, explicitly state what they will gain. For instance, “Get our free eBook to learn expert tips on social media marketing,” or “Be a part of our weekly newsletter with social media post templates to help you.”

The Bottom Line 

There are ways to integrate CTAs into your social media content without being pushy but instead organic and respectful. The key is to keep your audience’s needs and preferences at the forefront of your strategy, ensuring that every CTA adds value to their experience. Additionally, continue to test different approaches to see what resonates best with your audience. A/B testing different CTAs can provide insights into what works without overwhelming your audience.