Marketing and branding have been around for centuries. But brand pillars are a newer idea. Since the dawn of the digital age, companies have marketed their brands with the goal of giving their company a personality and identity. But as the practice of branding has evolved, so have audience expectations. Businesses today need more than a catchy tagline to support customer needs. Companies aren’t just selling products anymore — they create brands that need to talk about their impact on society. In this post, we’ll discuss how to create brand pillars that can help you define your brand’s purpose, values, […]

Your audience is programmed to crave and seek out great stories. They want to know your brand’s origin, missions, goals — your entire brand story. However, since marketers spend a lot of time optimizing content for algorithms, it can be challenging to flex your creative storytelling muscles. In this post, we’ve created a guide about the fundamentals of brand stories, including: What is a brand story? Why is a brand story important? How to Write a Brand Story Brand Story Examples Tips for Telling Your Brand Story When HubSpot started, we noticed traditional, interruptive marketing didn’t appeal to consumers anymore. […]

Reputation management happens on online review sites, social media, and in the news. Managing the chatter online can feel like a daunting task, mostly because so much of it is out of your control. After all, 77% of consumers read reviews when they’re browsing local businesses. 79% of consumers expect brands to respond within 24 hours after reaching out on social media. There are so many channels where people can talk about your brand, it can be tough to listen and respond to it all. Luckily, there are plenty of tools and strategies you can use to protect your brand […]

When you’re first starting a business, branding is likely the last thing on your mind. After all, it’s hard to sit down and flip through fonts when you have so many priorities to juggle. Whether your branding efforts started (and ended) with a logo jotted down on a napkin, or you whiteboarded your way through the entire branding process, somewhere along the way things stopped working. If you’re considering a rebrand, keep reading to learn how to rebrand a company, plus examples of other brands who’ve successfully rebranded their website, name, logo, or entire company mission, and purpose. Table of […]

Your personality makes you unique — a differentiation that doesn’t just apply to people. Brand voices will make each company recognizable in a world full of different streams of information. So how can you set your brand up for success? A powerful brand voice that can not go unnoticed, because it is strong enough to make people pay attention. This post explores the elements that create a brand’s voice. You’ll also learn how you can create your brand voice and examples that can inspire your team. Table of Contents What is a brand voice? Creating a Brand Voice Brand Voice […]

Developing a consistent brand starts with creating a brand style guide. These branding rule books help graphic designers, marketers, web developers, community managers, and even product packaging departments all stay on the same page, and present a unified vision of the brand to the public. The best brands stick in our brains because their presence is defined by the repetition of the same logo, fonts, colors, and images. Once we see them enough, they become instantly recognizable, bringing us a clear sense of reliability and security. All of this is possible when each member of your team adheres to a […]

90% of people buy from the brands they follow on social media. But the role of social media in brand building is more complex than it used to be. Brand saturation, creator communities, and more have changed the way that people interact with brands on social media. You can’t just build a brand with a great logo, quirky copy, and a pleasing palette. Audiences today are looking for something more. The Role of Social Media in Brand Building To successfully build your brand on social media, you can start with creating a great visual brand. But you can’t stop there. […]

A writing style guide is essential for any business — especially if there are multiple content writers on the team. As you create more and more content on your website and blog, inconsistencies are bound to creep in. One reason? Lack of clarity about the style in which you’d like to write in. Disjointed communication across the multitude of content creators in your organization can be a culprit, too. Either way, failure to decide upon accepted editorial guidelines is a recipe for inconsistent messaging. That’s why at some point, most companies will need to develop a writing style guide. A […]

Take a second to think about one of your favorite brands. A logo, storefront, color, or memorable ad campaign will likely pop into your mind. That’s because a brand’s visual identity is a powerful tool for telling a company’s story, building customer affinity, and increasing revenue. If done effectively, visual identity can communicate a particular feeling or message without words. But a poorly-designed identity can confuse customers with lackluster messaging and disjointed graphics. So it’s no surprise that consistent brands are 3.5x more likely to have strong brand visibility than inconsistent brands. Visual identity plays an essential role in branding, […]

Products are never just products, right? Coca-Cola is more than a soda. Starbucks is more than coffee. Ray-Ban is more than a pair of sunglasses. Interacting with these products provides experiences, and we buy them with that experience in mind. Better yet, the companies that create and market them know exactly the experience they want you to have when you make (or consider) a purchase. That’s why they cultivate their brands. From the language in their Instagram caption, to the color palette on their latest billboard, down to the material used in their packaging, companies who create strong brands know […]