Issue 32 | Summer 2023 | Authenticity
I have two school-age daughters (and I was once a girl myself!). Naturally, we have all seen the Barbie movie this summer. Barbie is very similar to social media. They are both often looked down on for creating an unattainable image for girls, women, and humans alike. We often use social media to represent a picture-perfect (and not genuine) version of our lives. But just like Barbie in the movie [spoiler alert!] we should aim to break free of our cookie-cutter worlds and be authentic, both in our personal lives and our businesses. I’ll leave personal development to the experts, but I am a marketer. Taking the time to identify your authentic brand values, voice, and visuals may just be the boost you need to break free from your conventional and clichéd marketing.
TIP: Authenticity can help your brand connect with your audience on an emotional level and lead to more loyal customers.
Spotlight on Success
The developer of a new high-end apartment complex approached KDD just as they broke ground on construction. Because of the high visibility of the location, passers-by were becoming increasingly curious about the development. Although the client had an existing logo and a landing page, a defined brand identity and marketing and communications strategy were lacking. The client needed help designing a full website and reaching the right prospective renters. KDD began by creating brand guidelines and a visual architecture that supported the existing logo. Since renderings and photographs were not yet available for the units, KDD focused on marketing the lifestyle of living within the community, utilizing stock photos and key messages to develop an authentic brand image. The same messaging strategy was carried over to an updated landing page, email campaign, social media posts, site signage, and ultimately, a full website design.
Issue 31 | Spring 2023 | Expectations
Have you ever been around a young child and watched them discover with joy that pressing a button on their toy results in music or brightly colored lights? That child had no expectations. They did not know what would happen when they pressed that button, but they were very happy with the result. Fast forward to adulthood, and we very rarely go into any situation without any expectations. In fact, more often we experience the disappointment that comes when our expectations are not met. Whether your think about it often or not, the success of your brand and your marketing is a reflection of your customer’s expectations. What type of experience did they expect when they bought your product, ate at your restaurant, or used your service? And in what ways did you not meet, meet, or exceed those expectations? Adding customer expectations to your marketing metrics – and strategizing around who they are and what their expectations are – is one more way you can work towards exceeding your own sales and marketing expectations.
TIP: When setting marketing goals, be clear with your expectations from the start. What matters most to your business, and what are your target metrics? Industry benchmarks are a great way to help you set realistic expectations.
Spotlight on Success
Six months before a new higher education school was preparing to open its doors, the founders approached KDD. They needed help creating a brand identity, identifying target markets, establishing an online presence, and developing and executing a full marketing and advertising strategy. KDD set to work creating a recognizable brand identity and implementing an integrated marketing strategy, complete with website design, social media plans, email funnel campaigns, and digital advertising. From the start, the founders had clear goals and realistic expectations for the school’s first year in business, and thanks to their forethought and prepared planning, KDD was able to meet, and then exceed, their business expectations.