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Creativity Is King

Thu, 07 Aug 2025 11:40:08 GMT

Creativity Is King — Even in the Age of AI and Automation

We’re living through one of the most transformative periods in human history. Technology is reshaping our world at a pace never seen before. Artificial Intelligence and automation are no longer concepts for the future — they are tools of the present. They are redefining how we communicate, create, work, buy, sell, and even think.

But as we embrace these advancements, a new question arises:

What truly sets a brand apart in a world where everyone has access to the same tools?

The answer is simple but powerful:

Creativity.

AI Has Reshaped How We Live and Work

Artificial Intelligence has touched nearly every part of daily life. It's in our phones, homes, workplaces, and industries. From healthcare to finance, from retail to education, AI has introduced a level of efficiency and personalization that would have been unimaginable just a few years ago.

Some striking facts:

AI is projected to contribute $15.7 trillion to the global economy by 2030 ( PwC ).

Over 77% of devices we use today feature AI in some form — from smart assistants and facial recognition to personalized shopping and streaming algorithms.

A 2023 McKinsey report found that AI is being used by 40% of businesses globally , primarily to enhance marketing, automate operations, improve decision-making, and personalize customer experiences.

AI has:

Streamlined workflows

Improved predictive analytics

Enhanced customer service through chatbots and automated help centers

 Accelerated content creation with tools that generate written, visual, and video content on demand

These are groundbreaking shifts — and yet, they come with limits.

Despite all its brilliance, AI lacks instinct , emotion , and human nuance . It can simulate creativity, but it can’t originate it from experience. It can recognize trends, but it can’t tap into the culture that creates them.

Automation Has Revolutionized Business — With Limits

Alongside AI, automation has become a major force behind business growth and operational efficiency. Tasks that once required full teams can now be handled by a single well-set system. Automation has enabled businesses — especially small and mid-sized ones — to punch well above their weight.

Some highlights:

88% of small business owners say automation gives them the ability to compete with larger companies ( Zapier ).

Businesses that automate repetitive tasks report saving an average of 30–40% in time and cost ( Deloitte ).

Marketing automation alone increases lead generation by up to 451% , and improves productivity by 20% ( Invesp ).

Popular applications include:

Email marketing sequences

CRM and customer journey mapping

Sales funnels and follow-ups

Inventory tracking and fulfillment

Scheduling and social media publishing

But here’s the flip side.

Automation often strips away personalization.

It can unintentionally distance brands from their audience.

It can create patterns — but not presence.

Worse, when overused, it can make brands look lazy or unoriginal .

Automated systems still require human oversight . Without creative direction, they’ll continue pushing content that’s technically “correct” — but emotionally empty.

The Attention Economy Is the New Battlefield

As AI and automation raise the floor, the bar for attention has also risen .

We now live in a digital world where:

The average person sees between 4,000 to 10,000 ads per day

The average human attention span is down to 8 seconds

Users scroll the height of the Eiffel Tower every day on their phones

This is the new reality: Everyone is creating.

Everyone is posting.

Everyone is optimizing.

But not everyone is connecting.

Creativity Is the Last True Competitive Edge

In a world where machines can do almost everything — the one thing they can’t replicate is you.

Your tone. Your timing. Your sense of culture. Your ability to say something new or say something true in a way no one else can.

This is where Tupoino stands.

We believe that marketing is no longer just about visibility. It’s about resonance.

It’s not about how many people see your brand — it’s about how many people remember it .

And people don’t remember automation.

They remember moments .

They remember how a piece of content made them feel, laugh, reflect, or click.

They remember stories — not sequences.

AI and Automation Are Powerful — But They Are Tools, Not Replacements

Let’s be clear: we’re not anti-technology. At Tupoino, we use the best tools available — including AI and automation — to support our clients and improve efficiency. These innovations help us save time, streamline work, and deliver faster.

But we never let them take the wheel.

We believe tools should amplify creativity — not replace it.

The brands that will grow — and last — in this era are the ones that:

Lead with culture

Invest in storytelling

Create content that makes people stop and think

Connect on a human level, not just an algorithmic one

Because at the end of the day, it’s not your systems that make people trust you — it’s your voice .

Conclusion: The Future Belongs to the Bold

AI will evolve. Automation will expand.

But the brands that matter will be built by humans who know how to think creatively, connect authentically, and lead fearlessly.

That’s what we do at Tupoino.

We don’t just manage your socials — we shape your narrative.

We don’t just run ads — we build meaning.

Because your business isn’t just a product or service. It’s a presence. A purpose.

And in a world where everything is being optimized…

The most disruptive thing you can be is original.

The Increasing Need for Digital Marketing

info@tupoino.com (Maurice Raphael) — Sat, 24 Aug 2024 04:50:38 GMT

Why It’s Now or Never for Small Businesses

In today’s rapidly evolving business landscape, the gap between big business and small business is growing wider. As larger corporations continue to expand their reach and resources, small businesses are finding it increasingly difficult to compete. The reality is, big businesses have access to tools, talent, and technology that give them a significant advantage. They’re more available, more capable, and more adaptable than ever before. But there’s one area where small businesses can still level the playing field: digital marketing.

The Rise of Big Business Dominance

Over the past decade, large corporations have not only increased their market share but have also become more nimble. They’re leveraging advanced data analytics, AI, and machine learning to anticipate customer needs, optimize their operations, and deliver personalized experiences at scale. This level of sophistication allows them to stay ahead of trends and dominate the marketplace, often leaving small businesses in their wake.

With their vast budgets, big businesses are also able to outspend smaller competitors on advertising, content creation, and customer acquisition. They have the means to flood every channel—social media, search engines, email—ensuring that their message reaches every corner of the market. This makes it even more challenging for small businesses to get noticed, much less compete.

The Role of Digital Marketing in Bridging the Gap

So, where does that leave small businesses? The answer lies in digital marketing. In an era where attention is the most valuable currency, creativity and authenticity are the last lines of defense for small businesses. While big businesses may have the resources, small businesses have the advantage of agility, creativity, and the ability to build genuine connections with their customers.

Digital marketing offers small businesses a cost-effective way to reach their target audience, build brand awareness, and compete with larger competitors. By leveraging social media, search engine optimization (SEO), email marketing, and content marketing, small businesses can carve out their niche and connect with customers on a personal level.

Facts and Trends Shaping the Future

The need for digital marketing is not just a passing trend; it’s a necessity driven by undeniable shifts in consumer behavior and technology. Here are some key facts and trends that highlight the importance of digital marketing for small businesses:

Digital Ad Spend is on the Rise: According to eMarketer, global digital ad spend is projected to reach $645 billion by 2024. As more businesses increase their digital marketing budgets, small businesses must invest in digital strategies to stay competitive.
Consumers are Online More Than Ever: As of 2023, there are over 5 billion internet users worldwide, with the average person spending nearly 7 hours a day online. This presents a massive opportunity for small businesses to reach potential customers where they spend most of their time.
The Shift to Mobile: Mobile devices account for over 54% of global website traffic, and this number is expected to grow. Small businesses must optimize their digital marketing strategies for mobile to ensure they can reach customers on the go.
The Power of Social Media: Social media platforms are a key battleground for small businesses, with over 4.9 billion social media users globally. By creating engaging content and leveraging social media advertising, small businesses can reach new audiences and build brand loyalty.
Personalization is Key: Consumers now expect personalized experiences from the brands they interact with. According to a study by Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalized experiences. Small businesses can use digital marketing tools to deliver tailored content and offers that resonate with their audience.

Conclusion: Creativity and Digital Marketing – The Last Line of Defense

In a world where big businesses are more dominant than ever, small businesses can still thrive by embracing creativity and digital marketing. It’s not just about having a presence online; it’s about being strategic, authentic, and innovative in how you connect with your audience.

The future of small business lies in the ability to stand out in an increasingly crowded digital landscape. Digital marketing isn’t just an option—it’s the last line of defense. Now is the time for small businesses to take ownership of their brand, invest in digital strategies, and secure their place in the market. Because in the end, creativity and digital marketing will be the deciding factors that separate the winners from the rest.

The Revival of QR Codes: Instagram, YouTube, and Their Impact on Small Businesses

info@tupoino.com (Maurice Raphael) — Wed, 21 Aug 2024 19:04:09 GMT

Accessibility + Efficiency = QR CODES

QR codes, once hailed as the future of seamless interaction between the physical and digital worlds, saw their initial hype fizzle out due to limited adoption and clunky user experiences. However, in recent years, these pixelated squares have made a significant comeback, driven by the rise of contactless technologies and the need for quick, efficient ways to share information. Instagram and YouTube are the latest digital giants to embrace this technology, signaling a renewed confidence in QR codes as a vital tool for businesses and content creators.

Instagram's QR Code Strategy

Instagram, a platform deeply intertwined with brand identity and visual storytelling, is reintroducing QR codes to streamline access to profiles and content. Users can now generate a unique QR code for their profiles, which can be scanned to direct people instantly to their Instagram page. This feature is particularly useful for businesses and influencers who rely on physical marketing materials like posters, flyers, and business cards to drive traffic to their digital platforms.

By scanning the QR code, potential customers can be immediately connected to an Instagram profile, where they can explore products, services, or content without needing to manually search for the account. For brands, this means a more efficient conversion funnel, as the path from discovery to engagement becomes significantly shorter.

YouTube's QR Code Integration

YouTube's recent decision to assign a unique QR code to each channel underscores the platform's commitment to enhancing accessibility and user engagement. Content creators can now promote their channels using QR codes that link directly to their YouTube page, allowing for a frictionless way for viewers to subscribe and watch content.

This feature is a game-changer for YouTubers who engage with audiences offline, whether at events, through printed media, or even in retail spaces. By placing a QR code on merchandise, posters, or business cards, creators can seamlessly bridge the gap between offline promotion and online engagement, driving traffic to their channels with minimal effort.

Are QR Codes Finally Here to Stay?

The resurgence of QR codes in mainstream platforms like Instagram and YouTube indicates that they may finally have a permanent place in our digital ecosystem. Several factors contribute to this longevity:

Widespread Smartphone Adoption: Nearly everyone has a smartphone capable of scanning QR codes, making the technology more accessible than ever before.

Improved User Experience: Modern smartphones come equipped with built-in QR code scanners, eliminating the need for third-party apps and making the process more seamless.

Versatile Applications: QR codes can be used for various purposes, from directing customers to websites and social media profiles to providing exclusive discounts and product information.

Contactless Interaction: In a post-pandemic world, contactless solutions are increasingly valued, and QR codes offer a hygienic way to share information.

Given these factors, it's likely that QR codes will continue to play a significant role in how businesses and consumers interact.

How Businesses and Small Brands Can Leverage QR Codes

For businesses, particularly small brands looking to maximize their marketing efforts, QR codes offer a low-cost, high-impact tool that can be integrated into various touchpoints. Here’s how:

Product Packaging: Embed QR codes on packaging to offer additional product information, user manuals, or promotional content.

Event Marketing: Use QR codes on event materials to provide attendees with easy access to schedules, speaker bios, and registration links.

In-Store Displays: Retailers can place QR codes near products to link customers to reviews, tutorials, or even to facilitate quick online purchases.

Print Advertising: Enhance traditional print ads with QR codes that link directly to your website, social media, or a special offer.

Top QR Code Generators for Small Businesses

To make the most of QR codes, businesses need reliable tools to create and manage them. Here are some recommended QR code generators:

QR Code Generator (by Bitly): Offers customizable QR codes with advanced analytics to track scans and performance.

Scanova: Provides a comprehensive suite of QR code solutions, including dynamic codes that can be edited after creation.

QRStuff: A versatile tool that allows businesses to create QR codes for different use cases, including URL redirection, file sharing, and more.

Beaconstac: Offers QR codes with detailed analytics, allowing businesses to track engagement and optimize their strategies accordingly.

Conclusion

The re-emergence of QR codes on platforms like Instagram and YouTube is a strong indicator that this technology is not just a passing trend but a valuable tool in modern marketing. For small businesses and brands, QR codes offer an affordable and efficient way to connect with customers, bridge online and offline experiences, and ultimately drive engagement. As QR codes become more ingrained in our daily interactions, businesses that embrace and innovate with this technology will likely see significant benefits.

How to Leverage Social Media to Generate Sales: A Guide for Small Business Owners and Brands

info@tupoino.com (Maurice Raphael) — Tue, 20 Aug 2024 20:49:02 GMT

8 Ways to eat off Social Media

In today’s digital age, social media is no longer just a platform for staying connected with friends and family. It has evolved into a powerful tool that can transform your business, driving sales and increasing brand awareness. For small business owners and brands, leveraging social media effectively can be the key to unlocking new growth opportunities. Here's how you can use social media to generate sales and ensure your business thrives.

1. Understand Your Audience

The foundation of any successful social media strategy is a deep understanding of your target audience. Knowing who your customers are, what they like, and where they spend their time online is crucial. Take the time to research your audience's demographics, preferences, and online behaviors. Use tools like Facebook Insights, Instagram Analytics, or Google Analytics to gather data. This will help you tailor your content to meet their needs and capture their attention.

2. Choose the Right Platforms

Not all social media platforms are created equal, and not every platform will be suitable for your business. Focus on the platforms where your target audience is most active. For instance, if you’re targeting a younger demographic, Instagram or TikTok might be more effective. If your business is B2B, LinkedIn could be the right choice. By concentrating your efforts on the most relevant platforms, you can maximize your impact and increase your chances of generating sales.

3. Create Engaging Content

Content is king, but engagement is queen. To convert your followers into customers, your content must be both valuable and engaging. Mix up your content types—use videos, infographics, blog posts, and user-generated content. Highlight the benefits of your products or services, showcase customer testimonials, and share behind-the-scenes stories. Interactive content like polls, quizzes, and live streams can also boost engagement and keep your audience interested.

4. Utilize Social Commerce Features

Many social media platforms now offer built-in shopping features, making it easier than ever for customers to purchase directly from your posts. Instagram Shopping, Facebook Shops, and Pinterest Buyable Pins allow you to tag products in your posts, leading customers directly to your online store. By reducing the steps needed to make a purchase, you can increase conversion rates and drive sales more efficiently.

5. Leverage Influencer Partnerships

Influencer marketing can be a game-changer for small businesses. Partnering with influencers who align with your brand can help you reach a wider audience and build trust with potential customers. When choosing influencers, focus on those with a strong, engaged following rather than just a large number of followers. Micro-influencers, who have smaller but highly engaged audiences, can often provide better ROI for small businesses.

6. Run Targeted Ad Campaigns

Organic reach can only take you so far. To accelerate your sales, consider running paid social media campaigns. Platforms like Facebook and Instagram offer highly targeted advertising options, allowing you to reach potential customers based on demographics, interests, and behaviors. Start with a small budget and test different ad formats, such as carousel ads, video ads, or story ads, to see what resonates with your audience.

7. Engage with Your Audience

Social media is a two-way street. To build a loyal customer base, it’s essential to engage with your followers. Respond to comments, answer questions, and participate in conversations. Show your audience that you value their input and are willing to listen. Active engagement not only builds trust but also encourages customers to spread the word about your business, leading to more sales.

8. Analyze and Adjust

Finally, regularly analyze your social media performance. Track metrics such as engagement rates, click-through rates, and conversion rates. Use this data to refine your strategy, identify what’s working, and adjust what isn’t. Social media trends and algorithms are constantly evolving, so staying adaptable is key to maintaining and growing your sales over time.

Conclusion

Leveraging social media to generate sales requires a thoughtful approach, but with the right strategies, small business owners and brands can see significant returns. By understanding your audience, creating engaging content, utilizing social commerce, and actively engaging with your followers, you can turn social media into a powerful sales engine for your business. Remember, consistency is key, and with time, your efforts will pay off in the form of increased sales and brand loyalty.

How to deal with working from home.

Mon, 08 Apr 2019 13:16:32 GMT

Combat quarantine.

In the day-to-day grind of a full-time job, starting your own business sounds incredible. No more getting up at 6am for a long commute in the cold, no more unrealistic expectations from higher up the food chain, and no more office politics.

But as you take your first steps into a work-from-home lifestyle, it's not unusual to miss even the most unappealing features of a standard full-time job. Most commonly, people that work from home have difficulty coping with the loss of a regular social routine in the workplace.

The consequences of isolation can be wide-reaching. As your brain begins to spend more time thinking about isolation and a lack of social engagement, it can be almost impossible to remain motivated about your business. Psychologically, that isolated feeling can quickly lead to more serious depression. Physically, the struggle to stay motivated and engaged without social interaction can lead to comfort eating, caffeine overdoses and more.

Almost everybody that works from home has felt isolated at one time or another. So, how can you deal with this incredibly common feeling? What practical steps can you take to stop your home office from becoming a prison? And how can innovative new services make it easier for you to start new relationships with friends and potential customers?

3 Practical Steps To Staying Healthy While Working Alone

One of the most crucial aspects of avoiding that isolated feeling is a clear, well-defined objective. Although you will hopefully have objectives in your business, here are a few things to aim at for the sake of your well being.

1. Plan A Varied Working Day

Working from home brings with it some flexibility, but too much freedom does more harm than good. A sense of independence and control can, over time, become nothing more than a disorganized, unproductive working pattern.

The first thing that anybody should do if they are to work from home is invest in a good diary. In this diary, plan a clear schedule for your working day, including all of the work that you will need to do, alongside administrative tasks. Examine this schedule - is it varied?

Most people fall into patterns of similar work. For example, sending emails, writing a letter and publishing website material is all essentially the same task - sitting at a computer, hitting the keys.

Try to find new ways to make your work more varied. Particularly, look out for chances to leave the house or be social. Could you make a phone call instead of sending that email? Could you take your mail to the post box in town rather than the one just outside your front door?

2. Embrace The Flexibility Of Working From Home

Although the flexibility of working from home can become disorganized if left unchecked, it is this same flexibility that attracts people to starting their own business. When fully embraced, having complete control of your day can be used to eliminate isolation.

If you have previously worked in an office, the natural inclination is to sit at your desk from 9am until 5pm, giving yourself only a short lunch-break. One of the most difficult things to do is leave this way of working behind!

Be excited about the fact that, with the right equipment, you can probably take your work to a coffee shop, or the park. Even if you do not have time to engage in social activity, simply being surrounded by other people can play a key role in minimizing the effects of isolation.

3. Maintain A Work-Life Balance

Finally, take care not to let your work-from-home business eat into the other more social areas of your life. Value the time when you are away from your business, and do not let your work creep in. Sometimes, feeling isolated during your working day is actually a symptom of wider isolation. A great example is working from home and, when your partner comes in from work at the end of the day, continuing to work late into the evening. This is a waste of valuable social time that is, ultimately, more important than a few extra hours of work. When opportunities to be more social arise, seize them!

How The Web Can Help

As the web becomes an increasingly social place, people that work from home have more opportunities to engage with people during their working day.

For almost every kind of business, there are websites with dedicated discussion forums. Not every conversation here needs to be about work - many forums allow people to simply chat about any subject that they choose. Try searching the web - Google even has a 'Discussions' tab that you can click to find forums with ease.

Alternatively, get involved with social media. Twitter and Facebook are fantastic marketing tools, but they are also places where like-minded people chat about every subject under the sun!

The Social Aspect Of Business Networking

Even though talking with other people online can be great, there is no replacement for a face-to-face conversation with another human being!

Business networking groups are an effective way to get more of these face-to-face conversations. Even better, networking could lead to your next big sale!

Put Work On Hold And Widen Your Social Circle

Business networking combines a valuable business task with social engagement. Sometimes, though, avoiding isolation just means forgetting about work and committing some time to meeting new people.

Meetup.com is a website that makes it easy for you to meet other people with similar interests. You can search for groups by geographic region or interest, from a collection of working moms that meet once a month for pizza to a night out on the town that happens every Friday night!

The reason that Meetup.com works is because it simply connects people who are likely to get on well with each other, for the sake of being social. There is no business aspect (although there are some business groups), no dating, and no ulterior motives.

Allow Yourself Time To Adapt To Working At Home

From optimizing your daily work routine to throwing yourself into brand new social groups, there is absolutely no reason that you should allow yourself to be isolated. The ability to work at home is a gift, not a curse - but that's not to say that it's easy.

Although people that have never worked from home might have difficulty understanding how you feel, know that isolation is a feeling that everybody feels at one time or another. As you make the transition from a lively office environment to your own private space, the best advice is to give yourself time to adapt and take a few practical steps to maintaining and expanding your social life.

Branding Is Small Business

Mon, 08 Apr 2019 13:14:59 GMT

If you think of the car company or someone says the word of a brand to you, the chances are you are thinking about a red sports car or their respective logo.

The images appear instantaneously in your head because branding works on both the subconscious and conscious level. If I say 'baked beans', are you now thinking about a tin of baked beans with the Heinz logo on it? I thought so. With this in mind, if someone were to mention a product or service you provide, wouldn't it be quite wonderful if they thought of your business?

Though branding is synonymous with big brands such as Apple, it still has a part to play at the start-up level and this can be done at relatively low cost. It also will not take up much time and you won't have to invent waffle. In fact the branding element of a start-up business is very simple. Let's look at a brief history of branding.

A Super-fast History Of Branding

Though branding began when farmers started branding their cows to show ownership, branding as we know it today originated during the industrial revolution of the 19th century. Products and goods that were produced locally started to be produced en masse in factories. People in small villages and towns distrusted these factory-produced products, so the manufacturers had to come up with a way of promoting familiarity with people who had never heard of their products. They began to label their goods with an insignia or logo to promote trust. Campbell's Soup and Quaker Oats were among the first to do this. Ever heard of them?

In the 1900s a man called James Walter Thompson began exploring trademark advertising. This man was the first to brand products as we know it, and soon businesses were using slogans, jingles and mascots to sell their goods to the public.

Your Start-up Business And Branding

It is easy to get carried away with branding concepts such as global branding, brand loyalty, or concept branding. These concepts are quite specific and will in all probability be no use to you, or won't come into play until you have been established for sometime.

So for the time being, let's concentrate on what you can influence now. There are three elements to branding which are important at the start - up level and the good news is they are relatively cheap to implement. Developing brand values, a logo, and a strap line (sometimes called the tagline) will start the ball rolling in terms of branding.

Brand Values And Personality

Leading marketers concentrate on giving brands a personality and a set of values to live up to. This is because branding, as we have seen before, works on the subconscious level and makes an emotional connection with potential customers and clients. And this is why logos, adverts, jingles, and mascots stay with us whenever the brand or the brand's strapline is mentioned. So for your business, try to work out a set of values and identify its personality. Sounds a bit challenging? Let's look at an example.

Innocent Drinks is the largest manufacturer of smoothie drinks in the UK. Here are their brand values:

Innocent uses green electricity at its headquarters, Fruit Towers
Innocent sources fruit from suppliers that look after their workers and the environment
All of Innocent's bananas come from Rainforest Alliance accredited farms
Innocent donates 10% of all its profits each year to the Innocent Foundation, which funds NGOs in the countries from which it sources its fruit

Now, as you can see, they have very clear values that have guided the image of the company or, if you prefer, their brand. They appeal to people who are concerned about environmental issues and, because of the fresh fruit element, their health and wellbeing. As you can imagine, parents make up a large part of their customer base. Their values are also a statement of how they are going to run and conduct business, as well as telling their customer base what is important to them.

Though people who do not care much for environmental issues aren't really going to be influenced by the source of the fruit, people that are concerned about the environment will be, and when the latter group of people buy a smoothie, the Innocent Drink product will win every time.

Your Business

To work out your brand values and personality, let's look at how you want your customers or clients to feel after you have delivered. Write down the words that spring to mind; do not rush this process and add words as you think of them. Here are some examples:

Satisfied
Happy
Secure
Pleasure
Engaged
Informed
Pleased

Now write down some words based around how you don't want them to feel after buying a product or service from your business. Examples may include:

Unhappy
Dissatisfied
Annoyed
Uncomfortable
Angry
Hateful
Irritated
Wasteful
Neglected
Rejected

Taking the good and the bad into account, write down how you are going to adhere to the first list and not the second. For example, if your business sells products online, your list may look like this:

Good, easy-to-use website
Delivered within two business days
Securely packaged
Money-back guarantee
Posted on the same day if order taken before 4pm
Easily contactable - good customer service

What you have created is your brand values. It is hard to imagine a person feeling anything negative towards your business if you work towards them.

Brand Personality

As I mentioned earlier, branding works by making an emotional connection with your customer and client base. To do this you have to give your brand a 'personality', or human characteristics people can relate to. To work out a personality, is important to work out what kinds of people will be looking for what your business provides.

Look at the chart below and take a few minutes and place an X where you think your business fits in. If your business builds robots, for example, then your X will be more on the left for Modern/Technology, but if you sell toys online it is going to be nearer Classic/Traditional.

Friendly Corporate

Fast-moving Strategic

Modern/Technology Classic/Traditional

Cutting-Edge Established

Fun Serious

For Everyone Specific Audience

If you find your Xs are more on the left-hand side, we can see your brand personality is about doing things on the fly, which everyone loves. Your brand also wants to make a personal connection with its customer and client base, and due to the technological nature of the business, it is probably explaining new concepts to a wide audience.

If the Xs are nearer the right-hand side, your brand personality is one of consummate professionalism and targets a specific audience. The chances are your products and services are very unique and will have a professional face.

Once you have decided where your business fits in on the chart, not only have you established your brand personality, but you have also established your target audience, and this will dictate future marketing campaigns, together with the next two important elements of branding: the logo and the strapline.

I'm going to share tips and resources for getting your logo and strapline created in Part 2 "Every Start-Up Business Needs A Brand Logo".

Branding Is Small Business (Pt. 2)

Mon, 08 Apr 2019 13:14:59 GMT

Its a No Go Without a Charismatic Logo.

In Part 1, "Branding is Small Business", we looked at why branding is important to new businesses and how you can determine your brand values and brand personality. Now we're going to look at how to develop a logo and strapline that fits your brand and business. A logo doesn't have to cost a fortune and once you have designed it, you need to use it consistently on your website, on brochures, catalogues, business cards, t-shirts, posters, banners, social media pages. Your logo can be used more or less anywhere and it should be!

If you are confident in your abilities, you can do it yourself. There are two things to be aware of if you decide to create your own logo:

First, you need a second opinion and, if possible, 50 more after that. It is hard to be objective about a logo you created and canvassing honest opinions will reveal aspects about the logo that are easily missed.
Second, you need it to be of professional quality. This means that a few clip art pictures and Microsoft Paint won't cut it. Your products and services are of a professional standard and your logo should be too.

I strongly advise you to get a professional graphic designer to design your logo, as it will save you time in the long run, and time in business is money. The best graphic designers will be able to visualize concepts and bring those concepts to life to fit your logo, which will give your business a professional touch. A graphic designer will also be able to design the logo in various shapes. Some social media accounts require rectangular shaped logos, while others require squares. Graphic designers can reshape a logo without losing the feel.

Logo Resources

As I mentioned, there are a number of websites where you can hire a freelance graphic designer to produce a professional quality logo for your business. When you give the designer a brief, make sure you incorporate your brand values and personality.

Here are a few good ones:

Peopleperhour.com features 'hourlies' where good graphic designers can be found.
Fiverr.com is a vast collection of people offering services of one kind or another that start at $5. The services range is vast and imaginative.
Upwork connects businesses of all sizes to freelancers, independent professionals, and agencies for all their hiring needs.

Strapline (Or Tagline)

A strapline is another way of introducing branding. The idea of a strapline is that it implants itself in a person's mind, so that when they hear the words they think of your brand. Ideally, it should be connected with what you do and should be shaped using your brand values and personality. The words 'Just Do It' are synonymous with Nike and are connected with exercise. For a sporting clothing business it makes perfect sense. 'Every Little Helps' is probably making you think of Tesco. The strapline for this website is 'Empowering Profitable Work From Home', which is in effect the aim of the site and the business.

Looking at these three examples, you can see straplines are short statements that say something about their respective businesses. Your strapline should do the same. Like the logo, play around with a few straplines and canvas opinions. In the end, choosing a strapline will probably come down to a feeling. If we look at our examples above, Nike and Tesco have taken an indirect route to branding, as they do not directly mention the products they sell. Our site has laid it down in a simple fashion. All three examples get the point across.

How The Brand Supports Your Business

The branding element works in the background. It makes your business recognizable and unique, and hopefully as your business grows, so will the strength of the brand. There is no point expecting brand loyalty(i.e. people coming to use your products and services because they love your brand) until you have successes under your belt.

Take Apple, for example. There are people who seem addicted to their products. This did not happen overnight, however, and it was only when it launched the iPod that the company became a global brand.

With this in mind, it is important you simply deliver a good service and product, and let the branding element play out by itself. At the end of the day the quality of what you can deliver is how you will be judged regardless of how wonderful your logo looks.

One of the strengths of branding is that it promotes trust in your business, but this only works if it is underpinned by how well your business performs.

Promoting Your Brand

To promote the brand, and to associate your business with your brand, it is important that the logo and strapline are visible at every point where a potential customer or client can interact with your business.

To that end:

Ensure the logo and strapline are on any documentation that goes to potential and existing customers and clients.
Ensure your business website and social media accounts also have your logo and strapline. You may want to read our article on Promoting Your Start-up Business by Using Social Media for guidance.

One of the beautiful things about branding is that it supports all of your online and offline marketing efforts, and for the most part people do not realize it.

Standing Out From The Crowd

The chances are there are competitors in your industry and as a competitor in your market, your logo and strapline will help to brand to stand out in the minds of potential customers and clients. This is why branding was invented, to appeal to clients and customers, and to help them trust your brand. If a potential customer can remember you, there is s higher chance they will contact you.

Branding and Trust

Trust is one of the key points of branding, and by providing your services and products of high quality, your customer and client base will connect the dots knowing that your brand is one that can be relied on. If we take Apple as an example, it has a reputation for appealing "pretty" technology that does an excellent job. When Apple releases a new product, people are already thinking the product will be pretty and it will do an excellent job.

Though your business may be worlds away from Apple, the idea that you are dependable, reliable and do a good job are what you want your customers and clients to take away after you have delivered a service or provided a product for them. It is worth noting, however, that should Apple release a few products that customers encounter problems with, the brand could easily pick up negative connotations that would greatly damage the company's profit margins.

Final Thoughts

Branding is important at all levels of business, but it should not take priority over doing a good, professional job. This will make or break your start-up, so once the basics are in place, concentrate on doing the job well , and then concentrate on branding secondarily. If you are thinking about starting your own business, you will find excellent resources on our site. Please look around and share articles on your social media accounts. Subscribe to our newsletter so you are always up to date with fresh ideas, concepts, and best practices for running a business.