Building a Brand Strategy

Brand Strategy Roadmap

Contrary to popular belief that a brand is all about a logo,
color patterns, and other visual identities, it is actually that unique thing
that makes your company stand out among the competition. A superior brand helps an organization to
create meaningful relations with employees, customers, and investors, as well
as build trust. However, the most daunting task is to create a strong brand
that will dominate in the crowded marketplace?
This is where the Brand Roadmap Strategy comes in handy.

A Brand Strategy
Roadmap helps elevate the value of your enterprise in the eyes of employees,
investors, and customers. At 92 West, we build commerce through culture and business with brand! We deep dive into what makes your company tick and craft a comprehensive brand strategy roadmap. With a hands-on approach that is backed by in-depth research, we work with our clients to create premium brands that resonate with their clients.

This is done by conducting thorough market research, workshops, and
interviews and leveraging various techniques that help initiate meaningful
discussions; bringing all stakeholders to the same page.

Why Brand Strategy

There are myriad of reasons why the Brand Strategy Roadmap is
crucial for your business’ brand development, but the greatest of all is the
fact that it provides insights and guidelines that aid you in controlling brand
consistency in various customer touch points. This, in turn, will help lower
the cost of your branding initiatives.

To deliver exceptional results, the Brand Strategy Roadmap
examines and assesses various aspects of your business including:

  • Vision -Where your
    brand is heading?
  • Values – The values
    you select should provide an answer to this question; “What do you stand for”?
  • Mission – A defined
    strategy that outlines what you will do to achieve your vision.
  • Customers –
    Understanding the unique needs, hopes and challenges of your customers.
  • Target Market –
    defining the niche your brand is targeting.
  • Authenticity – What
    differentiates your brand from the rest?
  • Benefits – How does
    your brand benefit the customers both functionally and emotionally?
  • Touch Points – Which
    are the various customers’ touch points in your business and how to market your
    brand at every position?
  • Proof Points – For
    what reasons should people trust your brand?

With proprietary metrics, advanced tools, and useful market
insights, we help design consistent and sustainable branding strategies that
aid in the creation of a strong brand that not only communicates your vision
but also offers excellent value to your customers.

Benefits of Having a
Superior Brand

Gives Your Enterprise a
Competitive Advantage

One way of gaining a competitive over the rest of the players
in your field is creating a strong brand. The Brand Strategy Roadmap boasts a
vast array of methodologies that can help to manage brand consistency at
minimal costs.

Inspires Confidence and
Trust from People

With a great brand, you will be able to attract the right
people to your enterprise. Having a reliable brand can help reduce employee
turnover rate by 28% and the cost of recruitment by half. With a mission to
enhance company alignments and employee engagement, the Brand Strategy Roadmap
instills a sense of purpose in the entire organization.

Attract Investors

A strong brand will also bring the best investors to you. It
is no secret that investors love companies that have brands that are dominant
in the market. The Brand Strategy Roadmap provides useful information and tools
that help investors understand the value of your strategies so that they can
support your company’s endeavors

Which Activities Are
Incorporated In The Brand Strategy Roadmap?

For the Brand Strategy Roadmap to be successful, we perform a
variety of tasks.

Activities That Involve

I. Business Reviews
II. Team Reviews
III. #1: Workshop to
know who you are.
IV. #2: Workshop to
know your customers are.
V. #3: Workshop to
understand your position in the market.
VI. #4: Workshop to
learn about the customers buying experience.
VII. Final Meeting
and Presentation

Activities from 92 West

1. Preliminary
Industry Research
2. Current
Collateral Review
3. Research and
Audience Definition
4. Competitive
5. Brand Pyramid
6. Brand Development
and it involves Logo, Identity Guidelines, Brand Launch Plan and Brand Roadmap

How The Brand Strategy
Roadmap Works

While the process is complex and can take from one to two
months, we don’t use pre-designed content, but work with the information that
is provided by the company at that moment. 

The Brand Strategy Roadmap Involves:

Learning About Your

We seek to get critical information about your business
through preliminary industry research, workshops, and interviews that are
centered on your brand’s vision, mission and core values. Audits of your
existing marketing collateral materials are also conducted.

Defining Your Customers

Four our agency to
develop the personas to whom the branding activities will be aimed at, we
conduct workshops and analyze the various market segments. This step involves
in-depth customer data analysis, research, and when needed, surveys can also be

Understanding Your
Position in the Market

With rigorous competitive research that is followed by a
workshop, we try to find out the unique market position of your enterprise.
Additionally, we also audit the top competitors in your target market. From the
data collected, we obtain a brand pyramid that showcases the exact position
your company and identify the supporting proof points that help us to develop a
brand blueprint for your organization.

Customer Experience

By initiating guided discussions, we identify the customer’s
touch points and try to understand where the opportunities to strengthen your
brand exists. This helps to reinforce the
brand value, enhance the brand experience, and increase the money customers

Brand Development

After our thorough process of reviewing and analyzing your
company, we reconcile our work and ensuring that we did not omit anything.
Then, we transition the brand we have developed into an authentic logo and a
set of visual and messaging brand plans. Finally, we meet with you for the last
time to present our findings and make recommendations.

If you feel that your company’s brand needs an overhaul, make
an effort to inquire about our Brand Strategy Roadmap process, and we will be happy to
provide details and costs.

Call us at 402.620.2633 or by clicking to request a quote.

Omaha Web Design


Small Business Search Engine Optimization 101

Operating a small business is one of the toughest experiences ever. Research indicates that many small enterprises don’t even pass the one year mark before they disintegrate, while many others fail before the elapse of five years. This doesn’t mean that prominent businesses don’t fail too, they also face the same predicament if they fail to recognize and adapt to the ever-changing environment.

Among the most daunting tasks in business is marketing, to a great extent digital marketing. More so, the new wave of SEO has proved to be a nightmare to many enterprises. Despite being a mystery to many, when expertly executed, it can provide any business with a competitive edge by helping to generate organic listings that will allow you to build trust with customers.

This piece seeks to expound on how SEO can be used in the marketing of small businesses. Using the in-depth knowledge and expertise we have gained in this field, we will provide essential skills and information you will require when deciding whether to integrate an SEO strategy into your business model.

Since there are vast resources on the internet with conflicting information on Search Engine Optimization (SEO), I know you have a myriad of questions running through your mind right now. Maybe you want to know if SEO is copywriting, keyword research, link building or SEO market research. Is it all about having an optimized website, creating a positive image, optimizing your website for mobile phones or the use of sophisticated analytics and marketing via search engines?

Pretty much, SEO is a more complicated and rounded field than you anticipate, and it involves all the above and more. Since there are many types of SEO and a broad range of factors that need to be put into consideration, it is imperative for a business owner to consult an SEO expert to understand which type will correctly align with their business. Among the things to be factored in include the industry, the niche, and the SEO SWOT analysis.

When a user writes something on the search engine, it directs them to the best answers on the internet. For your small business to have a competitive edge on this platform, you need to do whatever you can to ensure that it is highly ranked on the search engine, and then ascertain that it is not only visible to prospective customers but also offers useful information that will help them in decision making. If the resources you provide are exceptional, you will not only attract more prospects but also convert a great deal of them to long-term customers.

Here are some of the SEO aspects to consider for your small business:

  • Create a well laid out site that is easily navigable and mobile optimized.
  • Once you have a functional website, it should have expertly written content that sets you apart from the rest.
  • You should also market the content. Blogs are the best in content marketing since they offer detailed information and reach a broad spectrum.
  • On-page optimization is also essential. Use meta descriptions and title pages to make your site exceptional.
  • Integrate local SEO practices to build trust with local customers.
  • Add links to your site in a practice that is known as authority building.
  • Attach portfolios, referrals, case studies and testimonials to speak to your credibility

Considering the complexity of SEO, it is essential to understand the market situation before you make a decision. Unfortunately, the fact that you are operating a small business makes it difficult to shun complications. This leaves the most critical areas to consider as the website design and layout, links, and content.

When is the right time to use SEO in a small business?

In the modern age and era, most of the people are buying products and services online, and those that don’t conduct thorough research on the internet before they buy something from a physical location. Since SEO is what elevates your visibility on the web, it is a perfect means of marketing your business at any stage.

However, there are various items you should put into consideration.

  • Budget – SEO can range from simple affordable practices to complex elements that can cost a fortune, so make sure you operate within your means. 
  • Time – Sometimes SEO strategies may require a more extended period to yield noticeable results. 
  • Disruptive ads – Some ads are a nuisance, and they may take much of the screen space or keep popping up on top of your content. 
  • Competition – Since you are operating in a free market, you will come across stiff competition from prominent businesses that have extended financial muscles that can send you to oblivion.

We all agree that SEO is an integral part of your online marketing strategy. However, it should not be the only tactic used primarily for a business that needs immediate results. Take time and evaluate whether you have the capital to delve into it right now, or maybe you need to use other techniques that deliver fast results such as PPC advertising, and then come back to SEO later.

What to consider when selecting an SEO provider

With thousands of companies and agencies on the internet claiming to be the best in this field, finding the right SEO provider requires some due diligence on your part. You can start by checking out satisfied customer reviews, and then dig deep into knowing the owner of the agency, its consultants, and their reputation in the industry.

Here are tips that will help you get the best SEO provider

  • Find out the type of strategy the SEO Company at hand utilizes. Among the things that should be in their basket include on-page optimization, technical audits and corrections, mobile optimization, authority and link building, and content optimization among others. If they fail to mention any of this, please move on to the next one.
  • Seek to know their area of specialty when it comes to SEO. The black-box nature of SEO makes it have several categories that include Content, Local, Technical, National, and Links and Authority. The agency you select should deal with a plethora of SEO elements, not just one area.
  • What specific tasks will be given undivided attention and for how long? Will the SEO Company take one month or a year in content creation, link building, and technical audit and fixes or spend five years performing all aspects of enhancing your business’ online visibility.
  • How will they build links and authority for your site? Do some digging to determine if the company at hand uses links that are considered standard and acceptable by Google and not some exaggerated schemes that may cost your business. Usually, natural links and created content, as well as guest posts and digital PR are pointers of a competent firm.
  • Find out if their strategies and techniques adhere and meet the Google’s Webmaster Guidelines. This is one of the things that help business owners separate the chaff from the grains. Reputable agencies will be glad to show you how their processes align with the Webmaster guidelines but unqualified schemers will try to escape this part.
  • Look for supporting reviews and ask for testimonials of the businesses they have worked with before. If they have worked with other companies from your industry, you can trust that they will help you achieve your SEO marketing goals
  • Establish the measures they use to gauge their success. The company needs to explain to you how they will determine if their strategy is working. While a small business may not have much to show, things like keyword ranking and the total organic search traffic are paramount in evaluating the progress of the SEO marketing strategy.
  • Seek to know how they charge their services. Is it through contracts or monthly plans? Make sure you take the minimum term so that you can opt out if the results are not favorable or when you realize that you are dealing with a low-quality provider.
  • Companies and agencies that provide progress reports are the best. While it might cost you an extra buck, having monthly reports will help you see the gradual change and understand how each task affects your business.
  • When you will be able to see substantial results. Is it three months or six months or longer?

Can SEO be a DIY marketing strategy?

Yes! Much of SEO can be done by any dedicated person. If you are operating a professional website, you must have touched a part SEO, even if it was unknowingly. Small business owners who wish to do SEO by themselves can access the myriad of resources on the internet.

Need Help with Your Small Business Search Engine Optimization?  92 West can Help!  Call us at 402.620.2633 or by clicking to request a quote.  We’ll be happy to assist and most of our programs run from $375 – $750 a month for local campaigns.

Omaha Web Design


Red One Insurance Responsive Website Redesign Launched!

A long time client, Red One Insurance, needed a website update to incorporate modernize their online brand and bring in a responsive site to comply with the needs of Google’s mobile first approach to search. 92 West was happy to assist with an updated interface and simplified approach to the layout; making the user first.  

Our goal with all sites is to make it easy to contact and purchase services which is why we take great efforts to get the various points of contact front and center (while not sacrificing design).  Our process is proven and the results from the launch truly verify our thought processes in lead generation.

Please visit https://www.redoneinsurance.com for your insurance needs.

Omaha Web Design


Modern Website Design Elements and Trends

Modern trends for Website Design

This year we’ve seen a number of trends come into play and we’ve taken a moment to look at some of the more impactful elements that can assist you and your team with your web design / development projects.

Semi-Flat Design

3D is still one of the common trends when it comes to modern web design. It creates shadows that are supposed to be more attractive. However, the latest trends show that people are switching back to a semi-flat design and a good example is Apple in 2013.

Why is it beneficial?

Flat and semi-flat designs assist a visitor to understand your goal or message much faster. This is because there are minimal distractions from the design itself and other things such as shadows. It also requires lesser space and loads much faster. This is critical to the modern consumer who seems to have less time to deeply peruse a website and its contents.

Large and Receptive Hero Images

Generally, websites focused on social buttons and CTA. The key here is that we want to focus on the 3 – 5 items that make the site useful / profitable.  Eliminating the slider and giving the user 1 key visual with “Easy Buttons” to get them were they need to go is the best for lead generation.

Why is it beneficial?

Gone is the time when the customer accessed the website via the desktop PC. Nowadays, the will visit it via tablets, smartphones, laptops, netbook and much more. And since images play a critical role, it is becoming more effective to use an image as the main medium for its visual effects.

You should also make certain the images are receptive for the best user experience. Users should still get the same message whether looking at product or background images.

Large and Exclusive Typography

More and more companies are realizing that moving away from the fonts they normally use and embracing larger ones is having a positive impact. It is also becoming common for the websites to feature a unique font, which makes it more noticeable and stand out from the crowd. A good example is The New Yorker, which switched to Adobe Caslon Pro. Be Bold. Say what you need in 5 – 7 words for any headline and you’ll be in good shape.

Why is it beneficial?

Typography is what guides a user across the website, on the different pages. It normally has the same design and visitors and users will definitely notice it. 

The kind of typography you use tells the user who you are and what you aim to offer. Is it information, entertainment, or functionality? Are you laidback or serious? Is the site formal or informal? Answers to such questions will be found in the typography.

It is essential to pick fonts that are compatible with common computers and browsers to avoid awkwardness.

Background Videos

Incorporating videos in the background adds a lot of value and page on the page without taking too much space. By automatically playing in the background, it will be able to tell a story or explain why your business is all about.

Why is it beneficial?

Background videos aim to attract customers in the shortest time possible. Unlike texts, which require a customer to read the contents before actually understanding what you are up to, and background videos will catch their attention from the word go. 

Studies show that our brains process videos up to 60,000 times faster than text. This means that a good one can be equated to a single line of text. It is also known that people do not like long or blocks of texts and many will move to the next page before finishing reading.

Giant Product Images

If you gave closely looked at B2B websites, you have probably noticed that they are displaying giant product images instead of the smaller ones. In so doing, they are able to highlight the most important features of the product. You can easily zoom in on a specific point without leaving the page.

Why is it beneficial?

A large product image assists a designer to focus on the main areas of concern. This means that fewer pages or space will be needs to further explain a product. Also, a consumer doesn’t need to leave the page for better understanding.

Another advantage is that it minimizes the text on the page and thus reducing the clutter. A prospective consumer simply needs to scroll the mouse or touchpad at different points to fully understand the product. And since it’s bigger, then he/she can get the fine details.

Hamburger/Hidden Menus

One of the trends in many website designs is to feature a long menu on its page. This allows you to easily and quickly find what you need. However, this design takes up quite a substantial amount of screen space that would have otherwise been used for something more valuable.

A better alternative is using the hamburger, also known as a hidden menu. It is referred to as “hamburger” because of the 3-line stacking that resembles a hamburger. This can be seen in Google Chrome, where it lists the contents on the right side of the page

Why is it beneficial?

It creates a clear and direct path to the contents and thus saving the visitor valuable time. It also requires little screen pace which allows you to place more valuable space. By getting rid of the busy navigation, the user experience becomes better.

Card Design

The popularity of cards in B2B and B2C websites has risen thanks to the growth of Pinterest. The fascination surrounding cards is forcing marketing and designers to incorporate them into a website as part of reaching the masses. The individual cards not only make the website more appealing but also help to disseminate the information faster. This is because they offer bite-sized information, which is easier to consume.

By splitting the contents into small bits and laying it individually, a consumer is able to identify what suits him/her best and focus on a particular section. This strategy also helps to make the website less cluttered and saving space.

Why is it beneficial?

Cards deliver information in a clearer and better manner in comparison to other formats. This is due to the limited information and the appealing nature. Designing individual cards is also easier and this helps to focus on a specific goal. Nevertheless, you should make certain the cards are responsive and they accordingly adapt to the website or design.

Short Feature/Product Videos

Truth is that many people prefer watching videos to reading texts. Data from the Inc. magazine indicates that 92% of customers in B2B and 43% of the B2C customers prefer watching online videos to other methods. They do so to research a particular product or service. With such information, it makes senses to include more videos on the website to take advantage of the growing market.

The companies use features videos, product videos as well as background videos in the modern web design. And since they are very short, a consumer will more than likely watch all of it.

Why is it beneficial?

Human beings love visual contents and will prefer videos to blocks of text. The short videos are a few minutes long and the likelihood of a consumer not watching the entire video because of its length is unlikely. Although brief, the videos do a great job of summarizing the contents.

Need Help with Your WordPress or ExpressionEngine Site?  

92 West can assist in a custom or theme based approach for any WordPress / ExpressionEngine development project. Please call us at 402.620.CODE or click to request a quote today!

At 92 West we help business with brand and create commerce with culture!

Omaha Web Design