Rich Media Ads: 6 Steps to Create Them + Brand Examples

Recently, I was scrolling online and I came across an ad for Narcos. While I can easily ignore most banner ads online, this one stood out. It included interesting videos and animation.

This was a prime example of rich media ads. A rich media ad is an excellent, modern ad format for marketers to consider.

In fact, one 2018 study found that rich media ads outperform standard banner ads by 267%.

With statistics like that, it's time to consider incorporating these ads into your paid media strategy.

Below, let's discuss what rich media ads are and how they're different from other ad formats. Then, we'll review how to create one for your company and look at some examples to inspire your own ad campaigns.

Rich media ads usually take much more time, effort, and capital to create.

Why? Well, a static ad typically includes only three elements: An image, a CTA, copy. Rich media ads, on the other hand, can incorporate various multimedia elements and allow users to interact in multiple ways.

So, why do brands use rich media ads?

Well, rich media ads are engaging and dynamic in a way that other ad types aren't. They usually lead to more interaction, increased conversions, and a higher clickthrough rate.

Since many people have banner blindness like me, creating an ad that your audience wants to interact with isn't easy. Rich media ads are a great way to create a better user experience.

Rich Media Types

1. Banner Ads

There are two main types of banner ads for rich media: in-banner and expanding.

In-banner ads show up as regular banners and have interactive features, such as slide/scroll options. They can also include videos, audio, and animation.

This banner ad from CB2 is a rich media example that displays various products from the brand’s collections.

In-banner ads stay exactly where they are and can be ignored more easily.

Expanding ads, on the other hand, expand when the user has taken a particular action (usually a click). Pushdown ads, multidirectional, and floating ads are all examples of expanding ads that animate across the page for a few seconds.

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A floating ad is a great way to get a user’s attention, without disrupting the user experience.

2. Interstitial Ads

An interstitial ad – think pop-ups and modals – is a full-page ad that covers the publisher’s interface. It’s commonly used on mobile apps, during points of transition in the user flow.

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For instance, it might show up on a video game app when you click "Play Again." In some cases, the ad may not show an exit button until a few seconds after it initially appeared.

Using this type of ad is tricky, as Google sets strict guidelines on how it can work to avoid disrupting the user experience.

3. Lightbox

Lightbox ads are interactive ads that expand and use a combination of media (images, video, illustrations) to capture the viewer’s attention.

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Similar to a floating ad, they usually start small on the sidebar of a page and expand once a user clicks on it.

From there, users can take multiple actions to interact with the ad. It creates a richer ad-viewing experience and as such, can require a little bit more work to create.

Now, you might be wondering, "How do I go about creating a rich media ad?" Below, let's discuss how you can get started with rich media ads.

1. Get inspired.

If you’ve never created a rich media ad before, it can be helpful to get inspiration from other brands, including your competitors.

What type of rich media ads are they using? Is it mostly video or a combination of text and animation? What does their copy look like?

You should ask yourself, "How is this particular ad experience?" It’s important to note this, as you’ll want to create an experience that will resonate with your audience.

So, as you navigate through websites, pay closer attention to the ads you see. Then, start compiling your favorite ones in a document to help spark ideas for your own.

2. Decide on the strategy.

Now that you have an idea of what you want to create, it’s time to strategize.

What are your goals for this campaign? This will determine which creative assets you create and which type of rich media ad you use. This process will also help you discover the best way to engage your audience.

During this step, take a look back at previous ad campaigns. What are some trends in your highest- and lowest-performing ads? Getting a refresher on past performance is a good starting point for your next campaign.

3. Plan your creative assets.

Once you know more about your strategy, it's time to list the creative assets you'll need to get it done. Whether you’re creating rich media banner, interstitial, or lightbox ads, there are three components to your ad:

• Visuals: animations, videos, images, illustrations.
• Copy
• Call to action (CTA)

Oh, and don’t forget the assets for your landing page. Creating the ad is one thing, your landing page is where users will convert so it needs to be a priority as well.

With all these elements in mind, start big then go small.

Say you choose video as your rich media type, will it be completed in-house or with an outside agency? Or will you use stock footage? Every scenario requires a different set of steps.

Additionally, you might think about how to make the ad interactive. Will users be able to click through to another slide on your ad? What happens if they click on the ad? It's important to discuss and plan these elements out before you create your ad.

4. Use ad creation tools.

At this point, you'll have your strategy and assets all done. So, how do you actually build the ad?

If you don't have a graphic designer on your team, you can use online tools to help you create a rich media ad.

For example, there's Google's Rich Media Gallery. On this site, you can create sophisticated rich media ads for free. While there are ready-to-use templates, you can also customize them by using your own creative assets.

However, if you have a graphic designer, you'll want to meet with them at the beginning of your process so they know what you have in mind and can tell you if it's doable.

You may also want to rely on video marketing tools such as Idomoo and Wistia to create targeted ads that reach your desired audience.

5. Preview your ad.

Now that you have created your ad, check that everything will run smoothly once it’s live.

The first step is ensuring that your ad meets the guidelines set by your advertising platform, like Google Ads.

Most ad platforms have an approval process before your ad can go live on a publisher’s site. If your ad is rejected, you may have an opportunity to make changes to it and re-submit it for approval.

Then, preview your ad to make sure it’s performing as expected. Some platforms allow you to share the preview with collaborators for feedback.

6. Track and measure your success.

When your ad is created, it's time to start running it.

You can use rich media ads on social media platforms like LinkedIn, Facebook, and Instagram. You can include them on search engines, like Google Ads and Bing Ads.

Once you've started to run your ads, don't forget to monitor their performance and make changes as necessary. If you’ve run static display ads in the past, it will be helpful to compare and see which type offers a higher return on investment.

Now, you might be wondering, "What will this look like?" Let's review some examples of rich media ads in action below.

6 Examples of Rich Media Ads

1. Discover

This is a great example of a rich media ad that catches your attention and invites you to engage.

When you first see the ad, you immediately notice the logo, the copy, and the CTA on the left-hand side. Once you engage with the ad, the video starts playing and the volume button is displayed.

Why it works: Even without playing the video, you get the key information you need: The brand, the message, the CTA.

2. Reformation

Like many online retailers, Reformation uses retargeting ads to attract web visitors to its website.

In this rich media ad, users can see products from the brand and will be redirected right to the product page after clicking the "Shop It" CTA.

What works well here: Users can not only see top products from the brand but also use the interactive hover feature to shop specific items.

3. GEHA

GEHA’s video ad hits all the key points needed to create an effective rich media ad

The first thing you notice is the high-quality video and visuals. The use of colors, icons, and hierarchy to highlight key messages is definitely effective.

In addition to being eye-catching, it’s to the point. Brands typically have very few seconds to catch a user’s eye as they navigate a page. With this in mind, make sure every frame in your video serves a purpose.

4. Jessica London

In this Jessica London ad example, the brand uses movement to its advantage.

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It’s a great but simple way to make a static image more dynamic and engaging. Additionally, moving ads are eye-catching in a way that static images aren't.

The takeaway: If you can’t invest in visuals other than images, try having multiple slides in your ad with each slide featuring a different image and text.

5. Lincoln Aviator

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When Lincoln decided to create an ad for the new Aviator car, they wanted it to be interactive.

When you click on this ad, you'll be brought to a separate slide. This image is an interactive guide to the features of the car. You can click on different areas of the car to learn more about it.

This is a great example of how rich media ads are engaging and interactive. The audience can click on the ad and learn more about the car without being brought to a new webpage.

6. Netflix

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This is the rich media ad by Netflix that I was talking about before. This ad includes a unique video from the actors and is presented almost like a trailer.

Then, if you hover over the image, the audience will see moving images that rotate. Additionally, if you click the ad, you can watch the actual trailer for the Netflix show. This is a great rich media ad that includes several media formats to engage the viewer.

Rich media ads are an amazing way to engage and interact with your audience. In an age where audiences have banner blindness, rich media ads are a great way to get your audience's attention.

The Benefits of Rich Media in Your Advertising Strategy

Using rich media ads is sure to add another dimension to your campaign and help you understand what works best with your audience.

Here are the top benefits of using rich media:

• Potential for a higher clickthrough rate – Rich media ads can be more interactive and eye-catching, making users more likely to click on your ad. They can also offer better brand recall if delivered effectively.
• Versatility in ads – Diversifying your campaign ads is helpful in discovering what your target audience connects with and which ad types convert best.
• Better insights – Because of the multiple layers you can add to your rich media ads, you can gain more insights into your audience. Video watch times, clickthrough rates, pre-interaction engagement rates are all metrics you can use to understand your ad performance.

If you’ve never run a rich media ad, this is your sign. You may find that it outperforms your static ads.

Editor's Note: This post was originally published in __ and has been updated for comprehensiveness.

Rich Media Ads: 6 Steps to Create Them + Brand Examples was originally posted by Local Sign Company Irvine, Ca. https://goo.gl/4NmUQV https://goo.gl/bQ1zHR http://www.pearltrees.com/anaheimsigns

How to Use Porter's Five Forces to Outmaneuver Your Competition

Porter’s Five Forces is a model that identifies and describes the five economic forces that shape every industry. More specifically, it explains how these forces dictate every industry’s competitive intensity, potential for profitability, and attractiveness.

Porter’s Five Forces has become a fundamental model that most businesses use to grasp the dynamics of their industry and, in turn, drive their business strategy. And it can help you do the same, too.

To help illustrate this, we've fleshed out the five fundamental economic forces at play in every market and provided an example analysis in each section, so you can see how each of these forces might play out in your specific industry.

The way you apply this model to your own business is totally dependent on the nature of your industry. Once you understand the forces affecting your industry, you can better extract insights that are relevant to your business.

Let's break down each economic force and look at a few examples:

Porter's Five Forces Model

1. Competition in the Industry

Competition plays a huge role in your industry’s profitability — the potential to produce a high return on investment — and, in turn, its ability to attract new entrants.

If there’s a lot of competition in your industry, it’s harder to turn a profit. Customers have a rich pool of options to choose from, so if your prices are too high, they can strike a deal with a supplier who will sell to them at a lower price.

In other words, customers typically wield more power than suppliers in competitive industries. This usually leads to suppliers undercutting each other until their revenue barely exceeds their costs — which, in turn, plummets their profits and discourages new players from entering the market.

If there’s less competition in your industry, it’s easier to turn a profit. Customers have fewer suppliers to choose from, so if they want to buy your market’s product or service, they must accept the higher price.

To help you examine the competition in your own industry, let's see it in action in the aluminum baseball bat industry.

Competition Example

From little league to college, baseball players all around the country primarily use aluminum baseball bats to train and compete.

Louisville Slugger, Rawlings, Marucci, DeMarini, and AxeBat are the leaders in the high-end of this market. Their target customers are travel or college baseball players who are willing to pay a premium price for the best bats that can perform at a high level and stay durable for multiple seasons.

Easton, Mizuno, and Adidas serve the middle of the market, and Anderson, Combat, and Dirty South serve the low-end of the market. Their target customers are less competitive players who probably just play baseball for fun and friendships.

2. Potential of New Entrants into the Industry

If new players can enter your market quickly and cheaply, they can sell their minimum viable product. This is a product with just enough features to satisfy early customers.

The frequency of new players entering your market hinges on your industry’s barriers to entry. If it costs a lot of money and time to build a viable product and cover overhead expenses, startups wouldn’t be able to enter or compete in your market.

To help you examine the potential of new entrants in your own industry, here’s an analysis of the potential of new entrants in the aluminum baseball bat industry.

New Entrants Example

The barriers to entry of the aluminum baseball bat industry are very high. You would have to spend a lot of money on research and development to figure out how to differentiate your product in a saturated market, purchase a bunch of raw materials to manufacture the bats, and build expensive facilities and machines to actually produce them.

This startup would have to charge close to an industry-average price to cover the initial overhead of creating a minimum viable product, crafting an enjoyable brand experience, and generating revenue. You would also need to hire a product, marketing, and sales team to run this startup’s daily business operations.

3. Power of Suppliers

The number of suppliers or competitors in your market directly affects your company’s ability to control prices. When there's little to no competition, suppliers hold the pricing power. If a consumer doesn’t accept your prices, you and your fellow suppliers can easily find someone else who will.

When there are a lot of suppliers in your industry, each supplier holds less pricing power. Your market’s customers have a rich pool of options to choose from, so if your prices are too high, they can just strike a deal with another supplier.

Power of Suppliers Example

With 11 major suppliers in a massively popular industry — and five or less brands competing in each segment of the market — the suppliers hold a lot of pricing power. Almost every baseball player, from little league to college, needs an aluminum baseball bat to train and compete, so they’re very dependent on these suppliers, which gives them even more pricing power.

4. Power of Customers

The number of customers in your industry directly affects their ability to control prices. If there are only a few customers in your industry, they hold most of the power.

Since suppliers depend on customers to generate revenue, suppliers must adhere to their customers’ pricing demands — or risk customers doing business with other suppliers.

On the flip side, if there are a ton of customers in your industry, the customers hold significantly less power. They must accept the prices suppliers set or else they won’t be able to buy any of the products or services.

Power of Customers Example

Every single baseball player needs an aluminum baseball to train and compete, so each supplier in the aluminum baseball bat industry has a huge potential customer base to market and sell to. Since there are few suppliers and so many customers in this market, the customers don’t hold enough power to drive the prices down.

5. Threat of Substitute Products

Substitutes are products from different industries that consumers can use interchangeably, like coffee and tea, and they can significantly shape your industry.

If your product has cheaper or superior substitutes, you not only have to compete with other players in your industry, but you also have to compete with businesses in other industries

If your product doesn’t have cheaper or superior substitutes, though, the businesses who produce these substitutes don’t pose as much of a threat to you or your direct competitors. This low multi-market competition might only drop your prices and profits slightly.

Threat of Substitute Products Example

Instead of buying aluminum baseball bats, players could buy bats from suppliers who only manufacture wood bats, like Baum Bats, Old Hickory, and Sam Bat. But the odds of this happening are extremely low. Even though individual wood bats cost less than individual aluminum bats, wood bats break much more frequently.

For instance, one $250 aluminum bat can last longer than five $100 wood bats, so replacing aluminum bats with wood bats would actually cost more money. Players can also hit the ball farther with aluminum bats, which makes it the superior product.

Additionally, wood bat manufacturers make the most money by focusing on a specific market of baseball players who only use wood bats, like professional baseball players, summer college league players, and top-flight travel baseball players. In sum, there’s a low threat of substitutes in this industry.

Porter's Five Forces Analysis

To conduct a Five Forces analysis, start by reflecting on how each force affects your business. Then, identify the strength and direction of each force — which also assesses your competitive position.

To get the ball rolling, ask yourself these questions:

• Are there a lot of suppliers in my industry?
• Is my buying power high or low?
• Is there a substitute for my product or service?
• Is it easy or difficult for new competitors to enter my market?
• Is competition high or low in my industry?

Next, write down each of the five forces, and note the size and scale of each, using your answers to guide you. You can also do this by downloading our Five Forces Model Template below.

Porter's Five Forces Model Template

Download this Template for Free

Final Thoughts

Competition is a natural part of business. Analyzing your industry using Porter's Five Forces can help you identify strategies to improve your competitive position, potential for long-term profitability, and overall attractiveness.

How to Use Porter's Five Forces to Outmaneuver Your Competition was originally posted by Local Sign Company Irvine, Ca. https://goo.gl/4NmUQV https://goo.gl/bQ1zHR http://www.pearltrees.com/anaheimsigns

7 Content Marketing Metrics to Consider for Continued Success

No business can survive without customers. While customer retention is incredibly important, attracting new customers is essential to growing your business. Because of this, customer acquisition should be a top priority for business owners. This begs the question, how do you get new customers or clients in the literal or figurative door?

Traditionally, your sales team will engage with your potential customers, sending emails, making phone calls, and visiting them in person depending on the nature of your business. Though this approach is often effective, is it the most efficient use of your employees’ time?

Many successful businesses have decided that it would be better for the customers to come to them, rather than them go to the customers. One of the ways to do this is to take an inbound approach and implement a content marketing strategy.

This is a great move for most businesses, however, when you incorporate a content marketing campaign into your overall strategy, you’ll want to ensure you’re seeing a return on your investment.

Content marketing is a type of marketing where you create and share online content in order to spread awareness about what you do and create interest in working with or purchasing from your company.

Earlier, we mentioned how salespeople will interact with potential customers multiple times. Why do they do this? These multiple contacts are so that when your potential customer is ready to be an actual customer, your business is top-of-mind.

Content marketing seeks to do the same thing, but more efficiently. By creating content in the form of blogs, videos, or social media posts, you can position your business as the "go-to expert" in your field. Essentially, you become the brand people find and think of when they are having a problem.

As important as this is, content marketing works in another important way. As a consumer, what do you do when you have a problem? If you’re like millions of other people, you ask Google how to fix that problem. You may not even know how to communicate what’s wrong, but Google magically knows and directs you to the answers you need.

When you engage in content marketing, you become the answer that your potential customer is searching for.

Does it work? According to the Content Marketing Institute, content marketing leaders experience nearly eight times more site traffic than non-leaders.

Need more convincing? Demand Metric says that content marketing costs 62% less than outbound marketing, and generates three times as many leads.

What are content marketing metrics?

Is content marketing a good strategy to incorporate into your business? Probably. But, it takes time and energy to plan and resources to execute. Just like any other strategy, you would think to include, you’ll want to make sure that you’re seeing a healthy return on investment (ROI) for your effort.

In order to do that, you’ll need to become familiar with content marketing metrics. With these numbers, you’ll be able to determine if what you’re doing is making an impact as is, if you’ll need to tweak your approach, or if you’ll need to abandon it altogether in exchange for something else.

Content Marketing Success Metrics

While there are hundreds of specific metrics out there you could use to determine whether or not your content marketing efforts are making enough of an impact to justify their costs, there are a handful of metrics that are essential. Incorporating the following numbers into your content marketing metrics dashboard will give you a great understanding of your performance and effectiveness.

1. Traffic Sources

It’s wonderful to discover that people are consuming your content. But, how did they find out about it? A truly successful content marketing plan will attract new potential customers through engaging content. On the other hand, you may also be creating more engagement with past customers or on-the-fence potential customers. This is still good as it can create repeat business and help you stay top-of-mind.

Either way, it’s important to know how readers have made their way to your content. To find traffic sources to your blog or website, you can use a platform such as Google Analytics.

2. Impressions

How is your content doing? Does Google recognize that you are an "answer" to the searcher’s problems? Using Google Search Console, you can determine how many impressions your content has received. The more impressions, the more people you’ve reached.

3. Click-through-rate (CTR)

Impressions or views of your content is important, however, without acknowledging your CTR or click-through rate, you won’t be able to fully understand whether or not your content is effective.

More people may be viewing or consuming your content, but is it moving them to action? Are they visiting your website? Are they learning more about your products? Understanding your click-through rate provides this insight.

4. Content Shares and Backlinks

You’re putting out good content (hopefully!), but is it good enough to share? The true test of your content is whether or not people find it useful or interesting enough to share with their own audiences.

Bonus, the more your content is shared, the more Google sees it as the "solution" and shows it to more people. If you’re posting on social media, shares are easy to determine. If you’re looking at blog content, you can use a tool such as BuzzSumo or Ahrefs.

5. Email Opt-in Rates

Click-through rates are important to know if your readers are taking action on your content by visiting your website. However, if they don’t buy right away, are they giving you the opportunity to capture their information and connect with them in the future?

When your content marketing is performing well and truly doing its job, readers will be comfortable sharing their contact information with you and eager to hear more of what you have to say, and potentially purchase your product or service in the future. Your email marketing software can give you this metric.

6. Bounce Rate

Ideally, once people land on your website, they’ll take the time to explore, digest some of your content, and buy. Sometimes though, you’ll see a high bounce rate because people have navigated away from your website immediately after they were directed there. This could be due to slow-loading, a poor user experience, or different content than they expected.

It’s important to know your bounce rate and then understand what’s causing it. This helps you avoid putting all the time and effort into creating quality content, only to find that something on your website is turning off potential customers.

7. Keyword Rankings

A big part of content marketing is selecting the right keywords for your desired audience. Ultimately, the question is "what are your potential customers searching for on Google?" Once you’ve figured that out, you can incorporate those words into your content and ideally, be found more easily.

However, keywords change over time and you’ll need to make sure that you are being successful in your endeavors. Review the keyword rankings using SEMRush or Google Search Console and tweak your keywords or your content when it’s not performing well.

Content Marketing Dashboard

If you’re looking to keep your metrics and data organized, consider creating a content marketing dashboard with up-to-date visuals of the key metrics you want your team to track. When content marketers are clear on their goals, they are in a better position to meet and exceed them.

The ideal content marketing metrics for you to use will be determined by what your goals are with your content marketing strategy. If you are looking to increase brand awareness, you will utilize different metrics than if your primary goal is to increase sales of a specific product or increase turnout for your next event.

7 Content Marketing Metrics to Consider for Continued Success was originally posted by Local Sign Company Irvine, Ca. https://goo.gl/4NmUQV https://goo.gl/bQ1zHR http://www.pearltrees.com/anaheimsigns

The Best Grammar Checkers that Make Content Editing Easier

Whether you’re sending out cold emails all day or drafting up campaigns and proposals, it’s tedious to spend time pouring over grammar. You can waste precious time deciding if you’re supposed to be using ‘affect’ or ‘effect’ or if you’ve used the word ‘very’ too many times. Instead, finding the best grammar checker for your work can automate this task and boost your productivity.

These days, there are many grammar checkers out there that all claim to be the best. Here are some of the best grammar checkers used and trusted by thousands of users every day.

Some grammar checkers may automatically edit content as you write, while others will flag incorrect spellings or awkward phrases for you to review. Many editors will even take you line by line to identify passive sentences, overly long paragraphs, or other complex errors that even keen human eyes may miss.

Using a grammar checker can give you some peace of mind when you’re writing a lot of content daily. Never again will you accidentally and embarrassingly leave off the ‘o’ at the end of ‘hello’ or misspell a simple word on a huge event poster. This software can help automate editing, so you can focus on getting your thoughts written down and submitted by the deadline.

What are the best functions of a grammar checker?

Some grammar checkers may just check the basics, like spelling and punctuation. More advanced programs can identify passive sentence structures, awkward phrases, and copy that is too complex for the average reader. How you work will greatly determine what functions you need.

Consider looking for options that check spelling, grammar, readability, redundancies, sentence length, and repeated words. For example, some grammar checkers can even tell if you have started consecutive sentences with the same word, so you can avoid your copy sounding monotonous.

If you’re wanting to create error-free copy, consider one of these top grammar checkers, both free and premium. You’ll find options that even work for emails, social media, and on your phone.

1. Hemingway Editor

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Looking for a free grammar checker? Consider Hemingway Editor, which is one of the best free grammar checkers with plenty of advanced features. This website and desktop app reviews your writing to determine readability with the Flesch-Kincaid reading level, which generally recommends that you aim for easy, conversational language to fairly easy-to-read content (grades 6 through 8 on the scale).

This program will scan content for adverbs, passive sentences, and complex or long sentences. It highlights issues in various colors, so you can edit in real-time. The big drawback with this free program is that you’ll need to copy and paste your text over into the editor; it doesn’t scan your text in emails or other documents.

2. Grammarly

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You’ve probably heard of Grammarly, which is one of the most popular grammar checkers out there. This software uses AI to improve your writing. It includes a free browser extension with limited features or a paid version with more advanced checking tools. The free option checks grammar, spelling, and punctuation.

What makes Grammarly unique is that the premium plans even check your tone, so Grammarly can tell you if your email sounds too harsh or it can recommend ways to make your words sound more confident. Another perk of Grammarly is that once you install it, it works across multiple platforms, including documents, emails, and even social media.

3. Ginger

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Ginger is another free grammar checking program with a website, browser extensions, and even an app for iOS and Android, so you can work on the go. For a free grammar checker, Ginger has impressive tools to detect basic grammar errors as well as more complex issues like inconsistent verb tenses, singular versus plural errors, and subject-verb disagreement.

You can check text and fix multiple issues with just one click, making Ginger efficient and a major productivity booster.

4. ProWritingAid

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ProWritingAid is a browser extension with a user-friendly interface to help you improve your content. It grades content on readability to make sure it isn’t too difficult to read.

There are also handy tools that evaluate sentence variety and passive voice. It’s especially helpful for creative writers, thanks to two unique features that identify unusual dialogue tags and emotional tells. This encourages more creativity, particularly for long-form writing.

In addition to the grammar checker, ProWritingAid works almost like a mentor by offering educational tools like articles, videos, and even quizzes to strengthen your writing skills. The program is free for basic features, but you can upgrade to premium options for the more in-depth tools and a bonus plagiarism tracker.

5. WhiteSmoke

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If you want a trusty grammar checker used by major universities and corporations, WhiteSmoke is one to consider. It can detect a number of grammar errors, including sentence fragments, comma splices, run-on sentences, misspellings, and more. The program’s style checker detects monotonous sentence lengths and switching tenses, and WhiteSmoke also offers a translator that can translate single words or full texts to and from 55 different languages.

There’s no free plan for WhiteSmoke, but you can start checking your content as low as $5 per month. It works with any browser and for Gmail.

6. Google Workplace/Google Docs

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If you have a Gmail account, you already have access to a free and pretty robust grammar checker. Type up an email, and Gmail will automatically flag words or phrases it thinks could be mistakes. The same goes for Google Docs.

While you might want to download additional software for more advanced features, Google offers some helpful spelling and grammar checking services for free with your account.

7. LanguageTool

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Trusted by big names like Amazon and RingCentral, LanguageTool is a multilingual grammar checker that analyzes text for grammatical, spelling, and style issues. The user-friendly interface offers light or dark mode, so spending a day writing doesn’t have to equate to tired eyes.

The service keeps text secure, important if you’re working with sensitive or exclusive information. With LanguageTool, you can set up a personal dictionary of words, so the program won’t mistakenly flag your company’s branded names.

The program works along with multiple browsers, word processors like Microsoft Word and Google Docs, or email, and you can also choose browser extensions or even the desktop app. The free plan will check up to 10,000 characters per text, or opt for more advanced features with the individual or team plans.

8. Writer

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The aptly named Writer is an AI editing program that helps create crisp, clean copy that fits your brand’s voice. It includes autocorrect and autocomplete features, so hitting inbox zero has never been easier. You can create your own library of relevant marketing terms, customize the writing and grammar rules to fit your brand, and even build a company style guide with Writer.

As you type Writer will highlight mistakes or phrases it thinks could be better, and as you hover over each section, you’ll be greeted with intuitive suggestions to make the content concise and engaging. There’s a free plan or a free trial for more advanced plans, which include options for individuals, teams, or enterprises.

Automate Editing With a Reliable Grammar Checker

There’s a trusty grammar checker for every business and budget. Even free versions will give you plenty of insight into your copy, so you can reduce passive voice, minimize errors, and create content that will engage clients, boost sales, and grow your business.

When choosing a grammar checker, keep in mind where you need it most — do you want it to review emails and blogs, or just internal documents? Will it check for anything beyond spelling? Once you have the features you want the most, you’ll have an easier time finding the right one for you.

The Best Grammar Checkers that Make Content Editing Easier was originally posted by Local Sign Company Irvine, Ca. https://goo.gl/4NmUQV https://goo.gl/bQ1zHR http://www.pearltrees.com/anaheimsigns

How Your Company's Attrition Rate Could Be Impacting Your Business

Happy employees are the key to a successful business. According to the University of Oxford, happy employees are 13% more productive. High employee satisfaction can go a long way towards your bottom line.

Of course, when your employees are not happy, that shows too. You’ll likely see a slowdown in productivity, a change in the work environment, and you may start seeing an increase in employee turnover.

What have you noticed in your own organization? Are employees loyal and in it for the long haul, or are they leaving in droves? If you’ve been seeing more and more employees leaving the company in a short amount of time, it might be time to calculate your attrition rate and examine what’s really going on in your organization.

There are a variety of metrics that you can use to determine how your employees are doing. Many of them focus on productivity metrics such as progress to goals. However, these productivity metrics don’t tell the whole story.

That’s why it’s important to understand your attrition rate to help determine the health of your organization. Let’s discuss what an attrition rate is and how to lower it.

Understanding your team’s attrition rate is important for the health of your organization because having a high attrition rate can have devastating impacts on your team’s success. With too many experienced team members leaving at once, you run the risk of losing valuable organizational knowledge and losing revenue from repeated hiring and onboarding costs.

Now that you know what an attrition rate is, let’s review how to calculate it for your organization.

How To Calculate Attrition Rate

To calculate the attrition rate, take the number of people who have left your company (or team) and divide it by the average number of employees over a period of time. You then multiply that figure by 100 to present it as a percentage.

Let’s say at the end of the year you had 500 employees in your organization. During the first quarter of the following year, 100 employees left. This would leave you with an attrition rate of 20% for that time period.

It’s worth noting that a team’s attrition rate can be subjective based on the size of the company. Though there is no single number that is considered a good or bad attrition rate, later on, we’ll cover the important factors to keep in mind when reviewing your team’s attrition data, and when to take action.

Before we dive into that, we need to understand that not all employee exits are created equal. There are four different types of attrition and each one may be saying something different.

Types of Attrition

People leave jobs for various reasons – some voluntary and some involuntary. Let’s look at the four categories of attrition and what they mean.

1. Voluntary attrition occurs when an employee chooses to leave a position on their own accord.
2. Involuntary attrition occurs when an employee has been released from the company.
3. Internal attrition occurs when employees move from one position to another within the same company.
4. Demographic-specific attrition occurs when there is a noticeable pattern of a specific group leaving a team or company during a given time period (this can be age, gender, ethnicity, parental status, etc.)

Internal attrition is generally not a cause for concern. If employees feel comfortable staying within the same company, it’s often because overall, the culture is good and they are just looking for a promotion or new opportunity.

This can, however, be an issue if an entire department makes an exodus to other areas of the company. This suggests that you may have a management problem in that area.

Next would be involuntary attrition. These employees are being asked to leave the company. They may have been performing below expectations or weren’t a good fit for the role. When this happens, it’s a good idea to review hiring procedures and guidelines to ensure your team is hiring individuals who have the best chance at being successful in their role.

Voluntary attrition is much more concerning. If you have a large number of employees leaving the company at once, there may be an issue with your company culture, management, or compensation. In a bit, we’ll discuss how to identify and correct these issues.

Finally, if you are seeing demographic-specific attrition, there may be a very big problem at play. When people of the same gender, age group, ethnicity, sexual orientation, parental status, or any other personal characteristic are leaving en masse, it may be because of systemic issues in how your company is structured and operated. A close examination of your culture and operations is warranted.

High Attrition Rate

As mentioned above, attrition rates are relative depending on the size of the company. To understand if your attrition rate is higher than it should be, compare your attrition rate to your retention rate for the same time period. Your retention rate measures the number of employees who have remained in your organization.

To calculate your retention rate, divide the number of employees who have remained in your organization by the number of employees you started with (this should be the same figure you use to calculate your attrition rate) and divide this number by 100.

If you suspect a high attrition rate, it’s important to compare your numbers to other companies in your industry, in your geographic location, and within the company, compare departmental attrition numbers to other areas of your business. These comparisons will alert you to any problems or may put your mind at ease.

Aside from the possibility of having an unhappy team, there are several other problems that can occur when your attrition rate is high.

• Frustrated Employees – When someone leaves, their work doesn’t stop getting done. Often other employees will have to take over their responsibilities until a backfill is hired. In some instances, that individual’s role may not be filled, and their work may be absorbed by other members of their team which could lead to overwhelm and burnout.
• Team Dynamic – While you may not love everyone you work with, professional teams have often built rapport with one another. When one person (or more) leaves the team, there is an adjustment period that can be felt throughout the department.
• Loss of Knowledge – If an employee chooses to leave, they will sometimes provide enough notice to document their processes and procedures for their replacement. However, even when they do, it’s unlikely that they’ll be able to provide them with the depth of knowledge they have accrued during their tenure.
• Resource Constraints – Hiring costs can add up. It’s estimated that it costs about 50-60% of the departing employee’s salary to hire a replacement for their role.

Average Attrition Rate

With all this talk of attrition rates, you’re probably wondering how your company compares to other organizations out there.

First, it’s important to note that attrition rates can depend on a lot of different factors. As you can imagine, the stress level in certain industries and roles is considerably higher than in others. This may sometimes account for higher attrition rates. Geographic concerns such as rising home costs could also impact the number of employees leaving their jobs.

In 2021, the US Bureau of Labor Statistics reported the average turnover rate was 57.3% across industries.

Low Attrition Rate

It is important to note that while a high attrition rate can be bad for business for the reasons listed above, an extremely low rate could be detrimental as well. Why? Because without the ability to bring new employees who offer unique perspectives and skillsets to a team, an organization could reach a point of stagnation.

Bringing new people to the table can increase ingenuity and creativity, and help a company make positive changes.

How to Lower Your Attrition Rate

If you’ve calculated your attrition rate, compared it to other departments and other companies, and deemed it high, it’s time to get to work. There are a number of actions you can take to lower this attrition rate and put your company back on the right path.

The most important step is getting to the root of the problem. What is causing employees to leave? This is the biggest piece of information you need to make the correct changes.

Conduct Exit Interviews

There is nothing more valuable than feedback from an employee who has nothing to lose by being completely honest. You can set up a formal exit interview as employees give notice.

You’ll want to discuss a number of aspects of the business with them, including:

• Pay and Benefits - Your employees may be leaving simply because another company is offering them more.
• Recognition and Appreciation - Did they feel as if they were appreciated for their hard work?
• Management - If multiple former employees point towards the same manager as a source of their issues, you may have a leadership problem on your hands.
• Culture - Were they happy working for you? Were there aspects of the job and the atmosphere that caused stress or frustration?
• Mental Health - Even the best compensation can’t make up for unbearable stress. Were workloads too heavy? Was there an unhealthy work environment for employees?
• Safety - Did they feel that their safety was in danger as they carried out their responsibilities? If so, did they feel comfortable bringing their concerns to management? If they did speak to management, did they feel heard, and were any changes made?

Staff Interviews or Surveys

While current employees may feel more hesitant to air grievances, they can still offer valuable insight into the employee experience. While you may have workers willing to talk about their perceived issues, you may receive more thorough and honest feedback using anonymous surveys.

If you do choose to speak one-on-one with employees, avoid having interviews be conducted by their manager. If the problem is with management and leadership, they may not feel comfortable providing honest feedback.

Finally, if you do seek any feedback from current employees, ensure that their honesty is confidential. If any information shared in confidence becomes public knowledge traceable back to a specific employee, it can be a breach of trust and inhibit future feedback.

Employees leaving is a symptom of a problem, not the problem itself. While a high attrition rate can be concerning in any organization, it’s important to do the work and find out what’s actually causing the issue. Once you’ve identified areas for improvement, seek to make the necessary changes for your team.

How Your Company's Attrition Rate Could Be Impacting Your Business was originally posted by Local Sign Company Irvine, Ca. https://goo.gl/4NmUQV https://goo.gl/bQ1zHR http://www.pearltrees.com/anaheimsigns

What a Crisis Manager Does and How to Be a Great One

You may be familiar with the adage, “Hope for the best, but plan for the worst.” As much as we don’t want to think about the terrible things that can happen in business and life, negative occurrences are inevitable. Whether it’s a product defect that leads to a recall, a security breach that leaves our customer’s data vulnerable, or violence or disasters in the workplace, bad things are bound to happen at some point.

While it’s not the happiest of thoughts, it’s realistic. Unfortunately, we don’t have the luxury of opting out from negative occurrences. Still, we do have the ability to plan ahead so that when the unthinkable happens, we’ve already thought of it, and have a plan in place to limit the damages.

If none of what you’ve read has you rocking in the corner, and you’re actually excited by the possibility of being the person a business turns to in times of crisis, you might be perfect for a career in Crisis Management. Throughout this piece, you’ll learn what a crisis manager does and how to be a great one, according to service experts. 

Crisis Management

Crisis management is how organizations prevent, prepare for, and respond to events that could be detrimental to employees, customers, or the organization as a whole. This field helps identify uncertain conditions that could cause harm and mitigate the impact if you can’t prevent them. It is an essential aspect of any business and can save millions of dollars in fallout, not to mention saving a brand’s reputation.

Throughout this piece, you’ll learn what a crisis manager does and how to be a great one, according to service experts.

What is a Crisis Manager?

The job of a crisis manager is to be proactive, identify threats, and the process they’ll use to work through them before a crisis ever happens. A crisis manager is involved at every stage - before, during, and after a crisis. 

While everyone in an organization may be involved in carrying out a crisis management plan, the crisis manager is responsible for devising this plan, making sure it runs smoothly, and communicating with employees, customers, shareholders, board members, and the public so the experience does not damage the organization’s reputation.

Crisis Manager Tasks Before or Pre-Crisis

• Identify risks
• Establish early monitoring systems
• Develop a crisis plan to minimize risks

Crisis Manager Tasks During a Crisis Response

• Lead the crisis management team
• Communicate with employees and shareholders, customers
• Speak with the media to maintain a positive public reputation

Crisis Manager Tasks After or Post-Crisis

• Continue to lead the crisis management team
• Review the response plan, identify what did and did not work, and make any necessary changes

How Much Does a Crisis Manager Make?

Before we dive into what it takes to land a job as a crisis manager, you might wonder what an average crisis manager’s salary is. While compensation can vary based on experience, geographic area, the company you work for, and many other factors, the average salary for a crisis manager is $56,359, according to Indeed.com. For example, in Los Angeles, CA, Zip Recruiter shows a range from $24,882 up to $158,820 and determined an average of $63,110.

How to Become a Crisis Manager

Before we dive into education and certification, let’s look at what personality characteristics you must have to be a great crisis manager.

In order to excel in this field, you’ll need to be:

• Calm under pressure
• A great communicator
• Solution-focused
• Able to think clearly and act quickly
• Able to handle stress
• Proactive
• Concerned for the wellbeing of the organization and your team members

Critical thinking skills are essential, as are strong leadership and interpersonal skills. You will have to motivate employees to take action during difficult times and keep them calm enough to be effective.

Does this still sound like you? Perfect! Now, it’s time to determine what you need to do to make a career out of your passion and abilities.

While many careers have a very obvious path beginning with a specific college degree, Crisis management is slightly different. If you’re looking at becoming a crisis manager, there are very few job-specific degrees available. However, emergency management is a common educational path for crisis managers as-is business administration.  You will also find a number of crisis management positions that look for a degree or experience in public relations with classes in crisis communication.

There is an Institute for Crisis Management (ICM) that offers certification and provides training in:

• Identifying and preparing for a business crisis
• Evaluating vulnerabilities
• Gaining support from senior management
• Essential communication tools
• Preparing recovery plans

You can also look for communication courses and resources through organizations like the Institute for Public Relations (IPR).

Like it or not, every business will experience challenges, setbacks, and full-blown crises throughout its lifetime. As a crisis manager, you will be responsible for looking into the future to identify these challenges before they turn into major issues and creating a plan that will help minimize the damage these situations could cause.

You can be the difference between a business being destroyed by a crisis or surviving relatively unscathed.

What a Crisis Manager Does and How to Be a Great One was originally posted by Local Sign Company Irvine, Ca. https://goo.gl/4NmUQV https://goo.gl/bQ1zHR http://www.pearltrees.com/anaheimsigns

The State of In-housing 2022: A Strange and Extraordinary Year

The state of in-house marketing in 2022 is all about normality, or at least the “new” normal. In-housing in 2022 is both accelerated, maturing, and adapting to the needs of the many brands who have adopted the strategy.

For the fourth year in a row, Bannerflow and Digiday have once again partnered to survey senior European marketers to investigate how in-house marketing is evolving in 2022. This year’s report includes responses from a range of businesses, across a variety of different industries. And is the most authoritative survey of in-house marketing to-date.

If you would like to download the report directly then click on the link below. Or if you would prefer a taster of what’s in the report then please carry on reading.

Download The State of In-housing 2022

 

In this article we briefly cover the following four main areas from the State of In-housing 2022:

1. What is the state of in-house marketing in 2022?
2. How marketing teams are meeting new challenges?
3. Why does digital transformation remain essential?
4. How are the priorities of in-housing changing?

1. What is the state of in-house marketing in 2022?

In-house teams reporting full digital competency is increasing, and this is very evident throughout the answers to this year’s survey. Linked to this, headcount within in-house teams is also increasing – but not across all industries. For example, 40% of consumer tech brands report increasing headcount. While other industries, such as iGaming have reduced headcount – with 23% reporting as having done so. A question that remains unanswered is whether this decrease is an indication of technological maturity within more advanced in-house teams.

Elsewhere, where and how teams are operating is very much influenced by the pandemic with nearly half all of respondents reporting working remotely. While, the role of traditional agencies continues to alter, with some industries, such as financial services becoming more independent in capabilities. However, it is the relationship between agencies and clients that is more intriguing, with many respondents reporting more flexibility in agency relationships, and in some industries an upswing in agency usage for particular marketing tasks in the last 12 months.

2. How are marketing teams meeting new challenges?

Centralising and consolidating in-housing capabilities is highlighted as an ongoing challenge in this year’s report. The need to work faster and be more personalised than ever before is resulting in a demand for more control over content and a need to to work even faster across channels formats. The volume of tasks and productions in-house teams is also increasing, and with it a need for new technology and skills. Get it right, and as our report has found for the majority of marketing teams, an increase in return on investment (ROI) is the outcome.

However, deciding and then finding the correct skill sets to bring in-house is seen as a priority amongst teams. And it’s a very real challenge. However, European brands, whether in-house or not, are experiencing similar dilemmas in recruitment, as reported elsewhere. How you manage and retain staff is just as important an issue for in-house teams too.

Indeed, keeping talent satisfied is a lot more complicated in 2022. Rob Foster, Senior Consultant, of communication and marketing consultancy, The Observatory International, (from an interview in the report) states, “teams must implement processes to avoid burnout and boredom among talent. Especially among members who have worked across multiple brands in the agency world. And who now might be working on campaigns for a single brand”.

3. Why does digital transformation remain essential?

At the heart of successful in-housing remains the impact of digital transformation. Do it well and there are clear benefits. Indeed, the pandemic has clearly demonstrated that those brands who were further along in the cycle were better positioned to transition to more agile ways of working. This can be seen in the number of marketing teams that felt ready to move to a more hybrid or digital way of working.

Marketing teams have also seen other benefits from more mature digital transformation. Indeed, the last two years have seen growth in the skills sets within teams, with more advanced teams searching for staff for more complex strategies. While, relationships between in-house teams are shifting based on the adoption of technology too.

This year our report found 40% of marketers commenting in-housing enables them to increase creativity. The fact is that brands who were able to operate during the transition to (and benefit from) the “new” normal (thanks to a progressive digital strategy) were also the ones further along in their digital transformation journey.

4. How are the priorities of in-housing changing?

Since the very first in-housing report in 2019, in-house marketing has been seen as a prime driver of innovation and experimentation for marketing teams. And nowhere is this as clearly demonstrated as in marketing teams being closer to data, insights, and strategy.

In fact, this year’s report discovered that 39% of senior marketers questioned believe they are using data in a better way thanks to in-house marketing. And, as previously mentioned, the right technology is very important when gaining a sufficiently good level of transparency and data control for this to occur.

Collaboration is another priority area for in-housing looking forward, and not just between team members. For certain marketing functions, such as media buying, many brands have long sought to bring this in-house. However, there is now a shift in how brands are undertaking functions such as these. Marketing teams are making sure they have the right skills within teams to understand complex tasks, even if they do not do them wholly themselves.

Indeed, specialised agencies still have a vital role to play in the success of in-house marketing. In particular, this is because of the unique skills they provide – and nowhere is this clearer than in the area of media buying. Read the full report to get more insight into how priorities are changing for in-house teams – and why.

Download The State of In-housing 2022

 

Read the full State of In-housing 2022 report now

In-house marketing matured further in 2021 and will remain a key strategy for many brands over the coming years. And with the continuation of the pandemic (at least in the near future) the benefits it provides teams with a hybrid way of working cannot be underestimated.

However, it is essential to know the latest ebbs and flows within the movement to in-house marketing. Knowing how the best brands do in-housing is essential for forming your own team’s best practice. Read our latest report now to learn how leading brands, such as Arla, ComeOn HSBC, and Telia Company are meeting the challenge and finding success in an in-house way of working.

The post The State of In-housing 2022: A Strange and Extraordinary Year appeared first on Bannerflow.

The State of In-housing 2022: A Strange and Extraordinary Year was originally posted by Local Sign Company Irvine, Ca. https://goo.gl/4NmUQV https://goo.gl/bQ1zHR http://www.pearltrees.com/anaheimsigns

How to Develop Brand Architecture

Just like every building needs a foundation, every business needs brand architecture. It's the structure that allows you to organize your offerings, develop a brand identity, and gain brand equity.

The right brand architecture provides clarity around your products or services and influences how your brands and sub-brands relate to one another.

Without this framework, there's no connection between your brand's offerings, messaging, and identity. This inconsistency can confuse consumers and dilute the overall value of the brand. (Think of it like walking through a building where every room has vastly different interior design).

To ensure your brand architecture fits your business, this post will share the various brand architecture models, highlight real-life examples, and provide steps to choose the best structure for your company.

What is brand architecture?

Brand architecture is the organizational framework a company uses to structure its brands, sub-brands, and products or services.

The framework helps define both the breadth and the depth of a brand, which makes it easier to develop marketing campaigns, identify growth opportunities, and ensure consumers understand the offerings.

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Companies use brand architecture to inform internal efforts. It acts as the foundation for the brand identity, style guide, and brand story, but it also helps increase efficiency by highlighting opportunities for cross-promotion, brand awareness, and mergers and acquisitions.

Brand architecture isn't always obvious to consumers, who use it as a way to categorize the company and understand how it meets their needs. For example, people may not know that Alphabet is the parent company of Google. But they have a specific perception of Google's brand equity and transfer it to products like Google Sheets, Google Docs, or Google Search.

Ultimately, brand architecture is meant to bring order to a brand's offerings and build brand equity. Not every architecture will work for every business, so let's look at the options to see which may be the right fit for your brand.

Brand Architecture Models

The most common brand architecture models are branded house, house of brands, endorsed brands, and hybrid brands.

Branded House

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A branded house architecture combines several house brands under a single umbrella brand, leveraging the well-established master brand for its equity, awareness, and customer loyalty. Oftentimes, the house brands are designed to target different audience segments to maximize reach and revenue.

For instance, Apple uses a branded house architecture to create a seamless look and feel across its sub-brands: iPad, iPhone, iMac, Watch, and TV. By leaning on Apple's loyal customer base, the sub-brands increase their equity and more easily attract buyers.

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The following companies use a branded house architecture:

• FedEx: FedEx Express, FedEx Ground, FedEx Freight, FedEx Office, etc
• Virgin: Virgin Mobile, Virgin Pulse, Virgin Money, etc
• HubSpot: Marketing Hub, Sales Hub, Service Hub, CMS Hub, Operations Hub

House of Brands

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A house of brands architecture downplays the master brand in order to feature the sub-brands. This structure allows the sub-brands to shine on their own because they aren't tied to the messaging, appearance, or positioning of the master brands. But it also increases the complexity because each brand has a distinct audience, brand identity, marketing strategy, and equity.

Due to that complexity, companies that use a house of brands structure are often large global brands with established equity. While the master brand may be widely recognized, like the consumer goods company Unilever, it can also be behind the scenes, like the fast-food company Yum! Brands.

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The following companies use a house of brands architecture:

• Procter & Gamble: Pampers, Tide, Bounty, Bounce, Dawn, Tampax, and more
• Yum! Brands: KFC, Pizza Hut, Taco Bell, and The Habit Burger Grill
• GE Appliances: Monogram, Café, GE, GE Profile, Haier and Hotpoint
• Focus Brands: Aunties Anne's, Cinnabon, Jamba Juice, Carvel, and more
• PepsiCo: Pepsi, Lays, Quaker Oats, Gatorade, Aquafina, Tropicana, and more

Hybrid Brand

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A hybrid brand architecture combines the house of brands and branded house models. The goal of this structure is for the sub-brands to have similar styles as the master brand while maintaining distinct brand identities.

Companies that use a hybrid architecture may mention the master brand in marketing, but most adopt this model as a way to keep the master and sub-brands separate after rounds of mergers and acquisitions. It's also a good approach for brands that want to cater to vastly different target audiences, like Marriott Bonvoy.

By taking a hybrid approach, the company maintains a diverse portfolio of brands that includes luxury hotels, such as the Ritz-Carlton, alongside budget-friendly options, such as Residence Inn.

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The following companies use a hybrid approach:

• Alphabet: Google, Nest, YouTube, Fitbit, Waze, and more

• Microsoft: LinkedIn, Skype, GitHub, Mojang, and more

• Amazon: AmazonBasics, Presto!, Mama Bear, AmazonFresh, Zappos, and more
• Levi's: Levi's, Dockers, Denizen, and Signature by Levi Strauss & Co

Endorsed Brand

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Another option for brand architecture is the endorsed brand model, which has a master brand and sub-brands that rely on an association with it. Each sub-brand benefits from the strength of the others because they all share the same endorsement.

Oftentimes, an endorsed brand incorporates the logo and colors of the master brand. Of course, this allows the sub-brand to leverage the reputation of the main brand for improved brand equity, awareness, and security.

The endorsed approach is great for companies that use a hybrid approach and want each sub-brand to have its own identity, without separating it from the master brand. Unlike the house of brands approach, the endorsed model lets everyone know the main brand behind the products or services. And unlike the branded house approach, an endorsed brand can have a different look or feel from the master brand.

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The following brands use an endorsed approach:

• Nescafe by Nestle
• Playstation by Sony
• Rice Krispies by Kellog
• Polo by Ralph Lauren

How to Develop Brand Architecture

Defining brand architecture is one of the first steps a company should take when building a brand because it lays the foundation for an organized, intuitive branding strategy. Although brand architecture can become complex, with dozens of sub-brands, the right structure can ensure each brand remains true to its identity.

You can develop a brand architecture for your business in three steps: research, strategy, and application.

1. Research

Strong brands don't simply choose a model and run with it. Conducting research is an essential step to developing brand architecture because it gives you the information you need to organize offerings in a way that makes sense for your company, customers, and industry.

The more data, the better. But gathering the following information will provide the insights you need to get started.

• Brand audit - Brand loyalty, brand awareness, brand perception, brand equity, brand assets, and brand portfolio
• Market research - Buyer personas, market segmentation, product/service use, pricing, customer satisfaction, and competitive analysis

Before you make any decision, it's wise to review your company's mission, vision, and values to ensure the brand architecture aligns with business goals.

2. Strategy

With data in hand, it's time to design the brand architecture. If you're revamping an old architecture, this step may require tough decisions on whether to get rid of or sell brands that don't fit into your desired architecture. If you're starting from scratch, you have to decide how closely you want your current (or future) sub-brands to be connected to the master brand.

You can test out each architecture by seeing what the brand would look like in each approach and creating a list of pros and cons. Maybe the branded house model won't work because you have several distinct brands that can't be grouped under the parent brand.

When you find a structure that may work, outline the connections between the master brands, sub-brands, and products or services. You need to know how everything works together because defining distinct brands, designing cross-promotions, or marketing to customers.

Along the way, make sure to consider your available resources (employees, budget, time). Certain approaches take more work than others, so you want to choose a brand architecture that fits your current capacity as well as your future vision.

3. Application

Choosing a brand architecture is just the start of creating a lasting brand that people love. But for the sake of this article, the last step is to share the finalized structure with your team.

Since brand architecture is part of your brand identity, you can unveil it alongside your overarching brand positioning strategy. Make sure to include a clear structure that highlights the relationships between the master brand, sub-brands, and offerings, in addition to any connections between sub-brands. Everyone on the team should know the strategic role of every brand within the architecture framework and how it relates to customers.

As your company grows, your brand architecture must change to include any new offerings or brands — whether it's the result of a new product launch or an acquisition.

By taking time to conduct brand research, develop a brand architecture strategy, and share it with your team, you're setting your entire organization up to make efficient branding decisions that have a long-term effect on brand equity.

How to Develop Brand Architecture was originally posted by Local Sign Company Irvine, Ca. https://goo.gl/4NmUQV https://goo.gl/bQ1zHR http://www.pearltrees.com/anaheimsigns