April 12, 2021

Own Your Message And See Growth

Whether you know it or not, your Brand has a voice. In every email you write, advertisement you create, and phone call that you answer, you are defining the voice of your Brand. The messaging that you use is extremely important. When consumers are gaining a better context for your company, they are looking to determine what you offer and what you stand for. Specifically, when customers are on the market to find a trustworthy healthcare provider, there are a few qualities that they look for. First, people want to know that they are receiving care from someone they can trust. Secondly, they want to know they will find affordable services from experienced individuals. Lastly, patients want to know that they are working with a Brand that has their best interest in mind. The customer experience is the promise that you make to your customer.

Because your voice helps to define your position in the marketplace, it is important that you invest resources into developing messaging that resonates with prospective patients. Not only must you invest in your message, you must OWN your message. Through every touchpoint, your messaging should reinforce the idea that you are a trustworthy expert in the field.

Unfortunately, it can be difficult for Brands to develop a strong voice in a competitive market. Because of this, it is important that Brands rely on research and expertise in order to create an effective messaging strategy. At RocketDog, we work with healthcare Brands to develop healthy messaging techniques that resonate with customers. By doing this, they increase the size of their customer base while improving their reputation in the market. 

When working with Brands like Evergreen Healthcare, we determine creative concepts that will help position them well in the marketplace. Through the website design and marketing collateral created by RocketDog, Evergreen Healthcare saw a 40% growth in online traffic. Because they amplified and strengthened their voice, they are continuing to see an increase in rate of growth. There are important components to a Brand voice that will lead your company to experience growth in the future. In this article, we will share important components of developing and owning your message.

Define Your Personality

Before establishing the nuances of your messaging, you must develop a personality for your business. Based on the services that you provide, develop a personality that resonates with the target audience. For example, Evergreen Healthcare wanted to be known for the idea of providing breakthrough care to patients. Because of this, RocketDog established a messaging strategy that showed that the professionals at Evergreen Healthcare are innovative, distinguished, explorative, and helpful. By focusing on these qualities, Evergreen Healthcare has had the ability to establish a unique position among the competition.

Take the opportunity to create a strategic layout of the qualities that you want to be true about your Brand. After you know the traits that they want to embody, you can start to develop a voice that reinforces these characteristics.

Prioritize Consistency

In the healthcare industry, it is easy to compromise consistency because of the large number of campaigns and departments that are being advertised throughout the year. Although parts of your messaging will be tweaked for certain campaigns, the personality presented and language used should never change. When you use different messaging for various campaigns, patients will not be able to understand the true value that you provide. When you own your voice, you are able to develop creative initiatives that are true to your Brand personality. Since this voice channels your passion and showcases your expertise, it should consistently provide insight to the clientele.

Although many people can agree that consistency is important, it can be difficult to achieve. In order to streamline your messaging, you must first analyze the language that you are currently using. Gather together a team of marketing professionals along with the marketing collateral that you have used in various ways throughout the year. Make a chart of the words that were used, tone that was expressed, and perspective that was taken in each piece of marketing collateral. From there, pinpoint the phrases and words that are impactful versus the ones that are used to fill space. Begin developing your language based on the impactful words that effectively create value for the audience. Although this is a simple practice, it paints a bigger picture about the value and consistency of the overall Branding strategy.

Create Samples

After you define the tone and language of your Brand, put your goals into practice. Work with an experienced team of marketing professionals to develop sample pieces of collateral for each division of your Brand. Your rehabilitation center, pediatric department, surgery program, and all other departments should be enhanced because of the language that you utilize. These sample pieces should showcase the use of messaging on social media, print, and digital platforms. Through these sample pieces, your marketing team will have a better understanding of how to put your message into action in each aspect of the overall strategy.

Partner With A Third-Party Agency

As a healthcare Brand, your speciality is providing quality care to your customers. An effective marketing strategy helps expand your consumer base and increase your reputation in the industry. To develop a team of marketing professionals that is able to market effectively across all platforms, you must have a team that is composed of a group of experts. Not only must these specialists have diverse skill sets, they need to have access to ample resources and knowledge of the field. For some healthcare Brands, developing a robust marketing team is a cumbersome effort. Rather than using sideways energy to train marketing professionals, partner with a third-party agency.

There are many benefits to working with third-party Branding agencies. First, many agencies have a team of experts that embody a wide range of specialties from social media to market research. Secondly, there are firms that have in-depth experience in the healthcare industry. Third, high-quality firms analyze research and collaborate often in order to ensure that all messaging is consistent and accurate. When you work with a Branding firm, you can trust that their insight will help attract consumers to your Brand. 

At RocketDog, we often work with companies in the healthcare industry. When Brands initially approach our firm for assistance, they are often frustrated about the return on investment that has resulted from their marketing efforts. When you work with RocketDog, you can trust that the money you spend on excellent marketing will have long-term benefits for your Brand.

Overview

Healthcare marketing can be intricate and difficult. As you try to attract new customers and develop your reputation, you must be sensitive to the illnesses and challenges that your customer base is working to overcome. It takes skill to craft sensitive messaging that showcases compassion, expertise, and care. When you carefully concoct your language, you will see growth in your reach and retention. By working with a third-party firm, you can focus on your outcomes as a company while refining and strengthening your overall Brand.

If you are looking to renovate the way that people experience your Brand, contact RocketDog today.

February 11, 2021

Do your customers LOVE your Brand?

Five Ways To Develop A Brand That Your Customers Love

High-quality content is a critical component of creating effective Branding. Compelling content is what educates consumers, heightens their awareness, encourages them to engage with a company, and creates a deep sense of Brand loyalty. Articles, blog posts, informative pieces, social media, and email development all require inspiration and creativity. It is important not just to produce content, but to produce quality content.

February is the season of love. Customers may enjoy your products and services, but do they love your Brand? (I mean REALLY love your Brand). A Brand is the promise you make to your customers; it is your way to develop loyalty among your customers. Because your overall Brand can attract prospective clients, solidify current client relationships, and enhance your reputation in the marketplace, it is important that you invest the time, money and energy to develop a comprehensive Brand that positions you as “THE” choice among consumers. Over the last 20 years, RocketDog has worked with clients to develop unique and engaging Brands. In addition, we help Brands create successful marketing strategies that have led them to increase their reach and revenue. Here are five easy ways that you can make a Brand that your customers love.

  • Develop Personal Touchpoints: Take your touchpoints beyond mass emails and social media points. Develop strategic ways to engage in a personal relationship with your raving fans.
  • Lean Into Word-of-Mouth Marketing: Word-of-mouth is often the most effective form of marketing. Create a structure that rewards referrals, testimonials, collaboration, and loyalty.
  • Answer Common Questions: Your messaging should answer questions before they are asked. When you address the common issues that people face, you become a solution.
  • Be Authentic: Customers want to work with honest Brands that admit when they make a mistake. Provide a responsive customer service model that allows consumers to address any problems they encounter.
  • Streamline Your Communication: Your messaging should be informative, not confusing. Work to streamline your graphics, language, aesthetic, and campaign development so that you can be consistent.

When you develop a Brand and message that customers can fall in love with, you will see exponential growth across many aspects of your business. If you have struggled to invest in your Branding in the past, consider working with a trustworthy agency, like RocketDog. At RocketDog, we have a reputation for developing Branding materials that inspire employees, customers, and business growth. If you are ready to make your client base swoon, contact RocketDog today.

July 21, 2020

Quality Experiences: Your Brand Promise To Every Customer

Many companies use customer experience and customer service as interchangeable terms. In reality, the customer experience goes far beyond customer service; it includes all touchpoints that an individual has with your Brand. From emails to television advertisements, phone calls to banner ads, every touchpoint you have with a person is part of the overall customer experience. When Brands choose to invest in the customer experience, they can increase their revenue and their customer loyalty. In doing so, they are delivering on their Brand promise.  As you can see with Brands like Delta Airlines and Starbucks, consumers are often willing to pay more in order to work with companies that they know they will have a positive interaction with. When Brands develop comprehensive customer experiences, consumers will develop loyalty and confidence towards their products or services.

Thankfully, there are many ways that Brands can transform the experiences that people have with them! In this article, we will discuss six easy tools that all companies should access as they create a customer experience strategy. At RocketDog, we believe the customer experience is at the heart of the Brand. We work closely with Brands to help enhance the experiences that they offer to their clients.

1: Be Direct

When you interact with customers, be direct. Customers want to know what to expect when they engage with your Brand. When an individual visits your Website to look for an answer to their question, navigating your site should be intuitive. When you beat around the bush or use fluffy language to answer questions, people waste their time trying to find the true solution to their problem. When you have the opportunity, pick up your phone to call your customers so that they know you are eager to help them promptly.

When you are direct, customers will be aware of the lanes that you excel in. You may not be able to provide everything a client is looking for, but you can be excellent in the solutions you do provide. Be confident in your product offerings and your ability to provide high-quality goods and services. 

2: Be Responsive

Don’t leave customers in the dark! When a customer calls or sends in a request, they should receive a response back promptly, no matter where they are or what device they are using. Whether it’s a “1-800” number, a Contact Us email address, a chat box, or a Twitter feed, customers should receive a response from one of your representatives. Your customer service team should be robust; trained to help provide excellent and quick care to clients. Long wait times are not only unfair to the customer, they are frustrating. According to Consumer Reports, consumers said they were “highly annoyed” when they were not helped within a reasonable time frame.  When consumers have multiple “highly annoying” experiences with your Brand, they are less likely to be loyal advocates for your Brand. Even if a representative is not able to answer their question immediately, develop a customer service structure that allows people to get responses right away. Their initial response can inform them of what to expect in the communication process.

Long wait times are applicable to phone calls, live chats, and emails! Whichever channel you use to respond to customers should be developed to be responsive.

3: Engage Emotions

Whether you realize it or not, many decisions are driven by emotion. The customer experience should not be solely transactional, it must resonate personally with the consumers. When you have consistently positive interactions, customers will naturally begin developing a trust and loyalty towards your Brand. To engage the emotions of your audience, you must first identify the feelings that you want them to experience as they engage with your company. Do you want consumers to have confidence in your Brand beyond a shadow of a doubt? Do you want customers to feel empowered and encouraged? Once you identify the emotion that you want to invoke, you can begin working backwards to determine how the customer experience can instill that feeling in your audience.

4: Ask the Right Questions

Part of being a great Brand is asking the right questions. Finding the pain point of your clients involves more than just analyzing what they complain about, it is about identifying what the root of the issues are. Find the “Why” behind the issues and opportunities that they are facing. As you dig deeper, you can help identify a solution that can truly have an impact on the lives of your customers. 

5: Be Innovative

It was said best by Paul Van Dyk, “Don't imitate...innovate!” Innovation is a key factor in the customer experience. Rather than offering the same products and services as your competitors, think of a creative way to solve the needs of your customers. It is great to observe and find inspiration from other things being done in your industry. The key to success is taking your observations to the next level to determine how you can continue on a path of innovation.

6: Make Experience a Core Part of Your Branding

A high-quality customer experience should not just be something you do, it should be part of who you are. When the customer experience is a core focus of your Brand, it is obvious! If you have great products but untimely customer service, unkind representatives, and inconsistent touchpoints, customers will likely take their business elsewhere. When your Brand is known for being responsive, timely, and helpful, customers are more likely to refer your Brand to friends. When experience is part of your Brand, is a component of everything that you do.

Summary

At RocketDog, we believe that customer experience is one of the most important aspects of Branding. Customer experience is not just something you do, it is an aspect of who you are as a company. It is your Brand Promise. Customers appreciate when Brands are direct, responsive, and able to engage emotions. Many Brands across the country are able to charge higher prices because their loyal customer base is willing to pay more for a positive consumer experience. At RocketDog, we help companies integrate the customer experience into their overall Branding strategy. If you are looking to improve the experience that customers have with your Brand, contact RocketDog today.

February 1, 2020

Brand Evolution: The Importance of Evolving Your Brand

At one point in time, the Brand you represent had only one or two employees. With no capital and no disposable funds, you did what you could to reach your target audience. With time, your company grew and began to diversify the work and expand your  client base. Unfortunately, as companies grow, many neglect to keep their branding up to date. Your Brand is your identity, It’s more than just a logo or a business card, it’s your promise. Your Brand is what potential clients see when they visit your Website, interact with your print materials, see your ad in a magazine or online. Many people forget that your Brand is what top talent is interested in when they are vetting your job opportunities. Brand is bigger than just a logo or tagline, it is an experience that embodies the heart of what you do.

You may be wondering, “Do I really have to change my Branding through time?” The short answer is yes. Would you want to leave your Facebook status as “in a relationship” if you were actually single? Your Branding allows you to show off your skills, become more accessible, and develop a well-rounded Brand personality.

There are many benefits of Brand evolution. In this article, we will discuss why it is important that all Brands prioritize evolution.

Developing a Well-Rounded Brand Identity

When you invest the necessary resources in improving your Branding, you develop a well-rounded identity for your business. You would be shocked at the percentage of consumers who choose to support companies based on their Branding and online content. Recently, RocketDog revamped a Website as part of the overall work for it’s client, Sumbridge. The former Website was more transactional and straightforward. Without an engaging first impression, customers were left wondering if Sumbridge was a brand that could deliver on the fantastic client experience that they promise. When you take a holistic approach to Branding, there is a relational aspect that enhances your reputation in the industry. It is important to give your audience insight into the people that are behind the work.

Become More Believable

When developing a high quality Brand identity, it is important that your content is believable. It is easy to state what you do and how you do it, but it is harder to prove the impact of your work. By creating a holistic Brand identity, consumers gain a better perspective of the company as a whole. This new perspective allows customers to believe the impact that is being made. Top talent seekers are more likely to pay attention to brands that accurately express their position in the industry and the value they place on employees.

Increase Engagement

Websites need to be engaging and intuitive. Customers and job seekers should easily understand how to get in contact with the right person. In addition, site visitors should see interactive content that helps them learn more about the products and services you deliver. At RocketDog, we are not in the business of creating boring Websites. We create sites that jump out at customers and employees, allowing them to see the brilliance of the business. 

You May Be Thinking “I Already Have A Cool Logo...”

Branding is far bigger than a logo. Branding is the experience that is had by any client or potential employee that engages with you! What does your Branding say about your company? Does your Branding express your stellar expertise in the field?

Case Study 1: Sumbridge

Sumbridge is a company in Seattle, WA that is committed to helping companies with their accounting and finance people needs. After years of not evolving their online presence, Sumbridge decided that they wanted to create a Website that embodied the heart and soul of the work they do. After RocketDog delivered a suite of printed and digital materials that helped to evolve their Brand, Sumbridge wanted to evolve their online presence. Rosie, the managing partner at Sumbridge, left a testimonial stating “The team at RocketDog Communications delivered quality work within a strict timeline and budget. Their communication style was noteworthy. Their detailed approach complemented their project management style.”

When they began working with Rocketdog, Sumbridge was struggling to utilize their Branding in a way that attracted new customers and prospective employees. The latest project and suite of materials developed reflects the relational side of the work they do.

Case Study 2: Thinkspace

Thinkspace is an incredibly innovative company in the co-working space industry. Unfortunately, their initial branding caused them to sink behind big name brands such as “Wework.” Rocketdog facilitated market research to discover what the demands of the industry were and how to position Thinkspace in a way that established them as a leader in the space. Rocketdog delivered a suite of marketing materials that included event graphics, email campaigns, digital marketing strategies, and an improved Website.

After the project, Peter Chee, the Founder of Thinkspace, stated “...they delivered on all fronts, both on time and on budget. We feel our brand is stronger, more engaging, and it certainly positions us well in a very competitive market.”

If you are working in a crowded industry, it is crucial that your Branding stands out above the competition. Your Brand identity can help you to express your innovation, creativity, and position as a market leader.

Conclusion

Branding is a crucial part of any marketing strategy. Your Brand identity allows consumers to create a connection with your brand which helps to develop loyalty. The most effective way to rise above your competition is to invest in your marketing and Branding strategies. Your Brand identity can make or break your ability to attract new customers and top talent. By establishing a reputable Brand identity, you can engage your customers in a new way. Your Branding creates loyalty, connection, and understanding. If you are ready to take your Brand to the next level, contact RocketDog today. 

 

January 15, 2020

What’s the Difference Between a Logo and a Brand

What is the first thing that you think about when a Brand comes to mind? When you think of Starbucks, Amazon, or Delta Airlines, does their logo come to mind? Most Brands develop distinct logos that are representative of their company. Although logos may be the face of a Brand, they do not include all of the identifiable aspects of the business. After a logo comes to mind, you begin to think of your consumer experiences, interactions, and other marketing pieces that are associated with the company. Branding is the composition of all of the tangible and intangible components of a company. 

At RocketDog, we see the value of having a fantastic logo that can be integrated into the overall Branding. According to Forbes, consumers are willing to spend roughly 17% more with companies that have a well-developed Brand. In this article, we will discuss how branding and logos are different. In addition, we will discuss the crucial role that they both play in the overall strategy of a company.

So, What is the Difference Between a Logo and a Brand?

By definition, a logo is a graphic element that represents a company. It is designed for easy recognition. In contrast, a Brand is the personality of a company. A logo is part of the overall Brand. For companies, it is important that consumers have accurate and positive associations with your products and services. Although logos are important, they do not depict the overall personality of a company.

Are Logos an Important Part of Branding? 

Although logos are not all that matters in terms of Branding, they are still a crucial part of the overall identity of a business. Logos are important for companies because they make it possible to establish brand recognition. They are a foundational part of the overall marketing strategy. Logos are typically the first thing that consumers think about when a Brand is brought to mind. When developing a logo, there are a few important factors to consider, including:

  1. Uniqueness - When creating a logo for your company, it is important to craft a logo that is unique to your Brand. It should stand out in the marketplace. Logos are the single icon that customers associate with your Brand.
  1. Versatility - If a logo is effective, the company will continue to use it for an extended period of time. Iconic logos can shift to work for a variety of different events and campaigns. Does your logo look good on promotional products? Does it look professional when displayed in black and white? Although you may have one primary logo, you can edit it slightly so that it can be used for various campaigns and events. At RocketDog, we help Brands design logos that work for various occasions while still maintaining a common color scheme and theme.
  1. Simplistic - You want users to be able to describe and understand your logo design. Simplistic logos have crisp lines, legible fonts, and common colors. The colors and fonts used should accurately depict the industry that a company represents. In addition, it should be professional.
  1. Accurate - Is your logo a true depiction of your Brand, or is it a graphic that just looks cool? Your logo should accurately depict the spirit, services, and professionalism of your company.

Your logo should be the standard of excellence for all other marketing pieces.

What Makes a Brand?

The Branding of a company is the composition of tangible and intangible components that make up that business. It is the guarantee that a company will work diligently to provide excellent products or services. As mentioned earlier, a Brand is the personality of a company. The tangible components of a Brand are the things that you can see with your own eyes, including: 

  • The Logo: Graphic representation of a company
  • Graphic Elements: Secondary logos, slogans, images used on pieces
  • Brand Message: The distinctive voice of a company
  • Digital and Print Marketing: Print, email, mobile and online content
  • Website Design: Look, structure, and navigation of a Website
  • Preferred Colors: Commonly used color scheme of a Brand
  • Jingles: Songs or tunes associated with advertising campaigns

These are just a few of the tangible ways that companies express their personality. There are a variety of intangible components that contribute to the overall Brand identity, including:

  • Company Culture: How does this company treat employees? What do they value?
  • Mission and Vision: What is the purpose and goal behind the work being done?
  • Overall Consumer Experience: What is the experience like for consumers as they interact with your employees, see your advertisements, or visit your Website?
  • Social Stance: What type of voice do you have in the industry? Do you take a stance on social issues?

These intangible components help enhance the consumers experience with your Brand. If consumers do not align with your social stance or do not trust your company culture, they may have negative associations of your products and services. 

Typically, most Brands find success when they invest in their internal structure. As companies establish their culture, employees are likely going to have a better attitude and a harder work ethic. When customers can have a glimpse into the mission, culture, and purpose of the organization, they will likely increase their trust and loyalty to your business.

Case Study:

Bakery Nouveau is a West Seattle Bakery that offers delicious and creative treats to the Seattle area. This bakery offers a contemporary style and French-inspired desserts. 

Challenge: Although Bakery Nouveau creates delicious products, consumers were having a hard time recognizing their wide range of offerings. In addition, consumers were not aware of the mission of the Brand.

Solution: RocketDog worked with Bakery Nouveau to create a consumer experience that was as delightful as the desserts they serve. RocketDog helped Bakery Nouveau express their creativity and expertise through a new Website, streamlined language, email campaigns, logos, and promotions. 

Bakery Nouveau is a great reminder that it is beneficial to take an integrated approach to Branding. Bakery Nouveau was not enhanced by purely a logo, it was enhanced through the development of a customer experience that accurately reflected the Brand. Since they have begun engaging their customers in a new way through their Branding, Bakery Nouveau has had the ability to tell their story and expand their reach.

Summary

Although they are sometimes used interchangeably, Brands and logos are different. A logo is a graphic representation of a company, while a Brand encompasses the entire personality of a business. There are many components of a Brand, including logos. At RocketDog, we help customers understand the intangible and tangible components that make up the Brand experience. By creating a full-range of marketing materials and services, including logos, we help customers craft unique Brand experiences that are engaging to customers. Logos and Brands are different, but they are both important representations of a company.

RocketDog Communications

SEATTLE

1700 Westlake Ave N. #200

Seattle WA 98109

 

SAN DIEGO

3940 Dove St #211

San Diego, CA 92103

©2024 RocketDog Communications, Inc.

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