We can’t think of many businesses that don’t need some sort of digital presence these days. For many a dedicated business website is essential to sell, collect leads, provide brand awareness, or company information.
For this website to work well for the business it needs to be found, and it needs to stand out from competing websites. This is where the search engines come in, and SEO. Unfortunately, the world of SEO can seem impenetrable to the inexperienced, with its secret algorithms, computer languages and technical knowhow. It is a highly specialised discipline that most companies need help with on a regular basis. A particular challenge is often how to get the balance right between SEO, eCommerce and usability in your page content. You may need the support of SEO experts for this, hence a proliferation of national and local SEO Agencies.
All SEO Agencies promise higher rankings and more traffic for your site, so how can you be sure you are hiring the best, the one that will be able to deliver on that promise and more? There are no professional accreditations, no formal qualifications for SEO. But there are things you can do to make sure you are hiring a great SEO Agency to work with you.
Step 1 – Research SEO Agencies that have a similar client profile to your business
This might be similarities in the industry you work in, or in company size or budget size, or even in ethical outlook or company vision. Have a detailed look at their website – is it professional, useful, knowledgeable, and engaging? And where do they rank for terms relevant to their business like ‘SEO Agency in [INSERT CITY THEY ARE IN]’, ‘SEO Agency in [INSERT INDUSTRY THEY WORK WITH]’
If they can get their own website to rank well for highly competitive terms like these then they know what they are doing!
Step 2 – Make a short list
Research and make a shortlist of 3 or 4 agencies, including a mixture of maybe regional and national, or large and small SEO firms and call them to arrange a telephone or face to face interview.
Step 3 – Watch this excellent video
Have a watch of ‘How to Hire an SEO Agency’ from Maile Ohye, who was a top Google representative. If you don’t have time to watch it below, (11 minutes) we have outlined all the main points in the next section of this article.
Step 4 – Ask for references
Testimonials and case studies are useful however, these may not always give a complete picture. Ask for a few references of their current or past clients and drop them a line or call. If other clients are willing to take a few minutes to recommend the agency’s services, then that is a great thumbs up.
Step 5 – Be prepared to give it time
SEO is a mid to long term marketing strategy. It is unlikely you will see positive results immediately – we recommend 6 to 9 months is the absolute minimum time you should wait before assessing the outcomes and next moves with your chosen agency. If you jump ship too early you may end up losing all the SEO advantages you have just invested in. But do expect to be kept fully informed on progress on a regular basis.
If you have not got the time to watch the video, then do have a read of our synopsis of the advice from Maile Ohye, in the official Google video on finding the best SEO company for you. You can read the helpful tips and advice all about selecting the right SEO agency for your business.
If you would like any more advice, or to discuss a technical SEO audit or what we feel our SEO agency can offer you, then please give us a call and talk to our SEO experts. We are a specialist SEO agency for Bristol and would like to understand your business and help you to achieve your goals. We have SEO clients who are happy to provide references for us and give you the low down on their results and what it is like to work with us, so if you would like to chat to one, we can put you in touch.
We all love an underdog.
One of our Digital Designers, Mayumi Kurosawa, has overcome incredible odds to get to where she is today – a much-loved member of the Proctors’ team.
This is her story.
Act 1: A blessing in (deep, deep) disguise?
I may be happily settled in Bristol today, but the journey I took to get here started in Japan.
In 2018, I was working as a translator – my dream job back then. After five years in this role, my British-native husband told me he wanted to move back to the U.K. It wasn’t the best timing, but being the amazing wife I am, I agreed, making the decision to leave my job and challenge myself in a new country.
After along slog (another story in itself), I was finally granted permission to come and work in the UK. I landed an admin job working for a Japanese company dealing in imported car parts.
But bad timing struck again. The knock-on effects of Brexit were being felt in every industry, and within 8 months of starting my job, I was made redundant.
And to top it all off, my husband and I had just made the decision to move to a new city: Bristol.
Act 2: Kintsugi – Repairing what’s broken, with gold
After coming to terms with what had happened, I came to a realisation. Yes, I’d been dealt a few poor hands. But now I had a brand-new opportunity to discover what I really wanted from the next stage of my career.
So, I doubled down and made a plan: I gave myself one year to study and find out exactly what it was I wanted to do. And I had an idea of what that might be…
Act 3: The impossible dream
Since childhood, I’d dreamt of working within the creative industries. But I’d never felt confident enough to even talk about it – never mind found the guts to try. Nevertheless, the dream had stayed with me. And without the excuse of ‘being too busy’ now redundant, it was time for me to take a chance.
I knew I was interested in design, in its broadest sense. But, of course, modern ‘design’ covers a wide range of occupations.
It took me a while to focus on one discipline. First, I started studying UX/UI design with an online course called Interaction Design Foundation. Then, I moved into front-end web development with Codecademy – an online platform offering coding classes for people interested in developing their skills within the digital design sector. Finally, I studied graphic design, learning even more about the principles of aesthetics and creativity.
Every discipline had its merits, making it difficult to choose which specialism I was going to focus on. And just one year of learning seemed too short to become skilled enough in all of these different areas if I wanted to secure a job.
Act 4: The Great Battle of Imposter Syndrome
The truth is, I spent a lot of time over the course of that year doubting whether I was making the right choice. However, I’m stubborn by nature, and after every moment of uncertainty I would rebound into bursts of productively, further pushing and developing my professional skills.
There’s a cliché for a reason: the only difference between the people who succeed and the people who don’t, is whether they give up on what they want. And I just didn’t let myself give up.
So, I started creating a portfolio. I turned my skills to a selection of different websites that I felt could be improved with a mixture of design and UX. Not only did the process help me use the skills I had learnt, it also helped me to test myself – and prove to myself that I really could become a designer.
When I had three websites redesigned and mocked up, I took a chance and started to apply to some roles.
Act 5: An ending – and a beginning
To my surprise and delight, I received interest from some of the applications I sent, and managed to squeeze myself* into the creative industry. Now, I’m a digital designer for Proctor + Stevenson – and I got here without a relevant degree or industry experience.
Everyone is very warm, keen to help, and I genuinely enjoy working here. They are serious professionals, but at the same time they love to laugh and have fun.
I’ve just started my new career, so can’t give much industry insight yet. But I hope I can encourage people who want to learn something new, or want a career change, that if I could do it, you can do it too.
Post-credits
A quick comment from Proctors (and Mayumi’s manager, Dan Hardaker, Director of Digital Design).
*There was no squeezing necessary when it came to offering Mayumi a role with Proctors. Her portfolio – and her story – demonstrated so much potential and clear talent that we knew would make her a perfect fit for the role.
It’s important to us to look past a person’s work experience alone. Your drive and attitude are just as important as the places you’ve worked before. We believe in giving people the opportunity to develop their skills in a professional environment, and in supporting your goals with mentoring and training resources. So together, we can lay a career path just for you.
Why not take a look at our current career opportunities? There could be a new flagstone waiting for you…
When many people think of SEO they think of Google and other search engines and how to higher up in the ‘rankings’ on their results pages.
Whilst this is still crucial and for many the cornerstone of the industry as a whole, there has been a lot of evolution in other platforms as well and the phrase SEO now covers optimisation strategies and techniques on a wide range of different platforms and sites including:
Essentially, you should be thinking of SEO whether you are uploading your latest company podcast or sending out your next company tweet. There are plenty of opportunities to get your content in front of a wider audience without focusing too much on the orderly nature of rankings.
Here we have compiled a guide of actions, strategies and quick wins that you can implement to improve the SEO of your Instagram page and start to create an audience that will support your growth as a business.
For the sake of time we will assume that you already have an Instagram page set up and ready to go with a good idea of the content you are looking to share, so where do you start with your SEO on the site?
One of the main steps you should take is to optimise your Instagram profile page. Not only will this help your SEO, but it will also add valuable content that will help visitors to the page work out who you are and what you are about. Below we have listed some of the steps to take to optimise your Instagram page for SEO.
If you want to optimise your profile for Instagram then including some primary keywords within your name and username will help increase your searchability, although it should be stated this is not the be-all and end-all for Instagram SEO. It is also worth noting that snippets from the profile bio’s are also pulled through, strengthening the case for having some target keywords within the first line of your Instagram bio.
Try to avoid ‘keyword-stuffing’, just like Google, this can be a spammy tactic that will not get you anywhere on a platform like Instagram where content is key and optimisation comes in as a supporting function.
Captions are a big part of Instagram SEO, and if you write keyword optimised captions you will make it easier for the Algorithm to pick up your posts and share them with the relevant people. It is worth noting that the content will be shown to different people depending on their interests, if you are a coffee company, your posts will be more likely to be shown to people who have expressed an interest in coffee, particularly if you are including relevant keywords within your captions.
Alt tags are fantastic if you are looking to upgrade your Instagram SEO, and whilst they are less important in the eyes of Google, they can still have a considerable impact on the social media platform. Much like on your website, alt tags will help visually impaired audiences and you can use #hashtags and competitor handles in your alt tags to improve visibility and be found alongside your competitors and other relevant content. Make sure the alt tag is descriptive enough to be of value to potential audiences.
Additionally, a recent talk from Digital AdDoctor’s Freya Jones at BrightonSEO confirmed that #hashtags should be included within the caption of your Instagram posts as opposed to the first comment to drive better engagement. This is crucial if you want your #hashtags to be picked up by the Algorithm to improve your Instagram SEO.
Whilst #hashtags are very important in Instagram just like other social media networks, you no longer need #hashtags to search for people or accounts, the information you have in your username and bio has become more important.
Whilst you may be tempted to use certain ‘black hat’ SEO tactics in Instagram like buying followers and likes, we recommend avoiding it at all costs. Much like Google, the Instagram algorithm will get better at weeding out companies employing poor tactics and punishing them accordingly.
Once you have implemented a good Instagram content plan optimised for SEO you will want to find a way of tracking your progress. Find a good analytics provider and measure your results, we recommend not putting too much focus on vanity figures like followers as these can be misleading, although they are still very useful as a starting point.
Look at your engagement and find out if your SEO efforts are helping you get greater coverage on Instagram, this will help you work out what the next steps are and how to use the additional coverage to drive better results and revenue for your business.
If you are looking to drive leads and traffic to a site, then make sure you consider that aim when it comes to your Instagram SEO. Whilst this should not be the end goal, getting users off the site and into your databases and lead funnels will help give you more control over your channels, although it is worth noting that engagement on the platform is just as important. Try not to view Instagram purely as a means of driving leads and signups for your business and potential clients.
Whilst having a strong Instagram presence will not directly impact your SEO in Google, it will help you build an audience and drive relevant and engaged traffic to your site, which will help build your overall digital visibility and following.
Make sure you keep an eye on your Instagram and keep up to date with any new SEO changes and tactics the site may be making to ensure you stay ahead of the competition. Of course, if you would like any information on SEO and how we can help, then feel free to get in touch with a member of the Varn team today.
cxpartners sees two new hires join the business to boost how we support clients as our portfolio grows.
We are thrilled to welcome two new team members – Gabriella Lambert and Chris Edge.
Gabriella joins us as Client Engagement Director, bolstering our account management and business development within our Financial Services team. She joins with a wealth of experience in creating sustainable customer experience strategies for multinational organisations, startups and the nonprofit sector. She previously worked at the Royal National Institute of Blind People (RNIB) as the Head of Customer Experience.
She has spent her career building customer experience departments and overarching design strategies that move from being sales and product driven to being customer-focused.
Feel free to reach out to Gaby at [email protected] to have an informal chat to learn more about ways cxpartners and the Financial Services team can help your business.
Chris joins cxpartners as Account Director, strengthening the client services team following a number of recent major client wins.
He is highly experienced, with over 15 years working in client services and marketing at digital, creative, employee engagement and film production agencies. He has added value to clients and delivered solutions in many sectors including IT, healthcare, manufacturing, professional services and education.
Chris is also a qualified PRINCE2 Agile Project Manager. If you’d like to get in touch, please contact him at [email protected].
Gaby and Chris are brilliant new hires for cxpartners as we continue our growth as a team and support our growing client base. We have recently welcomed new clients such as WaterAid, UK Export Finance and UCAS.
Welcome to the team!
We are hiring for several roles at the moment, in both our Bristol and London offices, including:
If you’re struggling to find the time to build or maintain a business blog yourself, you may need some outside support. Here’s my step-by-step guide to engaging freelance support for those who have never done it before.
Step 1
Don’t put it off any longer – decide once and for all whether you will be able to find the time to populate your business blog yourself. If you decide you can, be sure to set some time aside each week to make it work for you on a consistent basis. Don’t make your blog a one or two post wonder! Treat it with the same importance you treat any other aspect of your business. This can be difficult because there’s no deadline as such, like there is when you file your accounts for example. But consistency is key, so if you decide you don’t have the time to do your business blog justice, move on to step 2.
Step 2
Approach one or more copywriters and ask some of the following questions., depending on how much support you’re looking for and what you need to know to put your mind at rest.
Step 3
When you have spoken to a couple of freelance copywriters, hopefully, you’ll feel more confident in appointing one. If it gives you additional peace of mind most freelancers are used to working on a trial basis or even on a one-off basis, so you could start small and build up. You’ll still need to pay them for their time, even if you’ve agreed to a trial run, but explain you need to feel confident with how the process is going to work, so you’d only like to commit to a small number of blogs before confirming a long-term agreement. In the long run, it is worth engaging someone to supply copy consistently. They’ll get to know you and your business better than if you use several freelancers or start and stop with the same writer. Ask them to drive the programme though, to put ideas forward for content, research material and write content. If they are supplying a consistent number of blogs for you each month you can also agree a fixed price per month. This means you know where you stand and are only paying what you can afford. It’s also a good way to protect you from hidden extras or uncertainty if you pay by the word, or by the hour.
Step 4
Once you have a copywriter in place, view them as part of your team. Just as you might work with an external accountant for their specific expertise, a copywriter is there to deliver hassle-free content that will boost your profile. They should want what’s best for your business and to help you succeed, so answer their questions and give them the information they need. A little input upfront should make the long-term process much simpler and hassle-free for you.
Step 5
Once they have the information they need, your copywriter should be able to draw up a Content Plan for you to approve. This will be a list of suggested topics that you have come up with between you, laid out in a month-by-month or week-by-week plan. I often find as soon as this plan is in place, clients can see how the whole process is going to work. They relax because they can see they have full visibility of what I’ll be doing for them and when. There are no ethereal promises that are easily broken – the plan is there in black and white for all to see. Of course, things change, and all parties need to be a little flexible – perhaps you’ll decide to launch a new product or service and you want your blog to focus on that, or your copywriter might bring a new event or trending topic to your attention that you want to comment on – but if that happens, the plan should be updated, so everyone still knows where they stand.
Step 6
Once you get to this stage in the process, you should be able to take more of a back seat and let your copywriter do their job. You know what they’re writing about and when they’ll be writing it, so the next you should hear from them is when their e-mail pings into your inbox with a draft blog for you to approve. You might have some feedback at this point with some changes you’d like to make, but in time, it’s not too much to expect your copywriter to learn your voice and deliver content that is right first time. Most copywriters will have a set number of edits they’re happy to perform on any one piece of writing at any stage in the process anyway, so if a bit of to-ing and fro-ing is needed upfront, you don’t need to pay any extra to get it right. Hopefully, they’ll be reliable into the bargain, and you’ll come to know when to expect the latest blog in your inbox. If there’s a good time for you to set aside in your schedule to check a post, let them know and ask that they work to that deadline each week, or each month.
Step 7
Depending on your up-front agreement, the post may now be in your hands to upload, or you may give written approval for your copywriter to upload the blog post for you. It’s worth putting it in writing – even if just an e-mail that says ‘post approved’ to protect yourself and your copywriter. If your copywriter is also taking responsibility for accompanying images, make sure you get these sent to you at the same time as the copy to make it as hassle-free for you as possible.
All that’s left now is for you to sit back (or continue dashing around at the rate of knots running your business) and enjoy seeing your business blog grow and become a genuinely useful source of information for your existing and future customers.
If your understanding of the startup world is based on the series produced by (and starring) mid-noughties nerdy heartthrob, Adam Brody, it might surprise you to learn that most tech ventures aren’t funded by dubious dosh from the criminal underworld. That isn’t to say that StartUp isn’t an entertaining show, by the way, but it’s not exactly an accurate representation of how startup founders might seek investment.
While there are some great examples of companies that have ‘bootstrapped’ their way to billions, most successful tech businesses will raise equity finance at some stage in their scale-up journey — usually over several funding rounds. The right investment not only unlocks the cash you need to accelerate growth but also provides you with a new business partner who is aligned with your goals, brings business acumen and an invaluable network of industry contacts.
Knowing how to turn your venture into an investment magnet is key to getting the attention of the right type of investor while never feeling pressured to settle for a bad fit. So, how do you as a startup founder attract that perfect investor? Here are 6 qualities investors will be looking for in your tech startup.
As a startup founder, being passionate about your project should be a prerequisite. If not, then it’s probably the wrong venture for you. You need to truly believe in the product/service you want to provide and be confident that it’s either an improvement on what’s available on the market or an entirely new take on addressing an old problem.
Beyond your bright idea, you should also be mindful that investors are investing in you as much as they are in your business. Are you able to distil and describe the journey you’ve been on thus far? Can you showcase your passion, skill-set and creativity?
However, while passion per se is great, would you put your money where your mouth is? Most investors are looking for founders who are willing to invest their own capital — hypothetically, at the very least. After all, why should someone part with their hard-earned cash for your project if you’re unwilling to do the same? The same applies to investing your time. If you’re unwilling to work hard on your own project, then it’s unrealistic to expect anyone else to.
To get your business off the ground, you’ll have to — or will have had to — raise the initial capital yourself. This can come from your own savings, borrowings, or even friends and family. Either way, this is a concrete example of demonstrating that you believe in your product/service, so much so that you’re willing to invest money into it.
To be worthy of investment, any new product/service needs to have a proven market and be appealing to that market. Ideally, your venture will have begun operations and demonstrated an ability to sell that product or service — essentially, you need to have a robust ‘proof of concept’ to show investors. Investors will look for the following:
For a tech startup, the proof of concept is often an MVP (Minimum Viable Product) — a product with just enough features to satisfy early customers and provide adequate feedback for future product development. Through our experiences building brilliant launchpad apps for businesses, we’ve come up with a checklist to help you get started with your MVP ASAP.
Most investors are looking for business opportunities that have potential — primarily, for growth. This is all relative, of course, based on the size of your market, but ideally, you need to have a market with significant reach — regionally at least — depending on the nature of your product or service.
Not every product/service is going to have a worldwide market, of course, but a large enough market to increase scale and margins within your operations is typically a requirement for investors.
If your startup is a would-be disruptor in an existing, saturated market then the same rules apply. However, your growth potential is likely to be deeply scrutinised because any market share gained is being taken directly from a competitor, therefore your competitive advantage needs to be demonstrable.
Which leads us on nicely…
No matter what the product — whether it’s clothing, music or a new software platform — the same question always applies: what makes your product unique? To be worthy of investment, there has to be something that sets you apart.
If your product or service is genuinely the first of its kind (something that many founders wrongly convince themselves is the case), then that’s your competitive advantage. What’s more likely, however, is that your startup will be entering an existing market. This is where having a real differentiator is crucial for success.
Take German neobank, N26, for example. Voted ‘Best Bank in the World 2021’, N26 is by no means the only player in the online-only banking market — competitors include the likes of Monzo and Revolut. However, by taking a service that people have to consume and generally dislike (banking), and turning it into an enjoyable process by focusing 100% of its efforts on user experience, N26 has confidently positioned itself as ‘the bank you’ll love’.
To save on cost, most startups will have very limited staffing (at the start of their journey, at least), usually consisting of one or two founders. Whether it’s a team of two or ten, the number of staff isn’t an issue so long as the key areas of the business are covered. For example, if your business is centred around AI technology, do you have someone in the team who is a specialist in this area? It’s extremely important that you have an expert in the tech or market you’re entering.
Operating control is another area investors will be looking at before taking a punt on your startup. They’ll expect you as the founder to have developed (or be in the process of developing) policies and procedures to control the business and ensure their investment doesn’t go to waste.
It’s also important that as a founder, you’re able to ‘let go’ and delegate authority across your team. We get it, your startup is your baby, but over time, you need to trust someone else to take care of the proverbial nappies. Or bedtime story. You get the gist. Investors will take comfort in seeing expertise and autonomy spread across a fully engaged team.
The coldness with which investors approach this topic can be a bit of a shock, but getting into their mindset — ie. looking for a return, can keep you focused on what’s important for your startup. It’s important to know that from a financial perspective, investors will have two primary questions when looking at a project:
These questions can be answered by a thorough financial projection which you can do yourself, but if you’re struggling, there are people you can hire to help out.
Essentially, investors want to know what their ROI (return on investment) will be and when they’ll begin to see it, so including a full ROI analysis in any pitch to an investor is highly advised.
At Gravitywell, we love working with enthusiastic startups and help with prototypes, pitch decks, MVPs and conceptual work. If you’d like to discuss how we can take your idea to the next level, get in touch.
If you manage a website that is extremely large or a site that contains content which is very regularly updated, it’s important to prioritise the pages you want Google to pay attention to. If Googlebot is just left to crawl and index the site as and when it pleases, it’s extremely likely that Google will attempt to crawl far too many pages at once – which can lead to a number of issues such as multiple parallel connections overwhelming your servers, or Google automatically prioritising unimportant pages whilst ignoring pages that are extremely valuable to you as a business.
As a result, pages within your site that could potentially rank really well in organic Google search results may instead be completely disregarded. For example, Google could easily choose to prioritise a standard About page which is purely informational and doesn’t directly drive conversions, in place of a core product page which has the potential to rank well at the top of Google whilst also directly driving multiple sales on a daily basis.
So… how can we control what Google crawls and indexes and how do we prioritise the pages that are important to your business?
‘Crawl Budget’ is the term used to describe the volume of resources and time that Google devotes to crawling an individual site. This crawl budget is determined by two main factors – your crawl capacity limit (the maximum number of simultaneous connections that Google can use to crawl a site AND the duration of the delay between fetches) and the crawl demand (how important Google deem a crawl of the site to be, depending on the size of the site, it’s popularity, how often it is updated and so on).
Your Crawl Capacity can vary depending on a number of factors, including:
Crawl Demand can also vary, depending on the following factors:
Notes: Site wide updates such as domain changes or site moves can also trigger an increase in crawl demand, as Google will detect that all of a site’s URLs have been updated and so will need to be reindexed.
So, now that we know what factors impact your crawl budget, how do we help ensure that we maximise your crawling efficiency, using this information? Luckily, Google has also provided a list of Best Practices for this sort of thing.
There are a number of tools and methods that you can use to tell Google which pages within your site are really important to you – those which you really need to rank within organic Google searches. These include:
So now that you understand more about Googlebot’s Crawl Budget and how best to manage it – as well as Google’s Best Practices – what’s next? Aside from the above, it’s also incredibly important to make sure that your pages load efficiently and that you regularly monitor your site crawling.
If you’re interested in how to best monitor your site’s crawling and indexing as well as the key steps Google recommend during this process, you’re in luck – part 2 of this blog, ‘Googlebot Site Crawling and Indexing – 5 Key Steps You Should Know’ is coming soon, so check back regularly for updates.
If you have any questions regarding this or would like experienced SEO professionals to take a look at your website on your behalf, the Technical SEO team here at Varn would love to hear from you. Simply drop us an email at [email protected]
Not everyone that wants a business blog can be expected to come up with ideas for regular content and produce beautifully written posts while successfully running their business. Some business owners enjoy writing but acknowledge they don’t have the skillset, while others hate writing but feel it’s something they should do to promote their wares. Others are great writers but are rushing the posts through because they don’t have the time to dedicate to the process.
Ever considered outsourcing?
If this sounds like you, don’t be afraid to look into outsourcing your blog. A business blog copywriter will ghostwrite your posts, so your blog will still sound like you and your audience will think that you’ve written it. You can have as much or as little input into coming up with themes and topics as you wish, but you will always approve content before it goes live, so you can be sure that all copy remains on message. If you want to dip your toe in the water with a copywriter, you might even be able to split the workload and share your blog with an external writer so that between you, you’re able to produce more content for your website.
Top tips to improve your written content yourself
If outsourcing the work isn’t an option for you, and you feel you have the time and space to create quality content yourself, there are still things you can do to make sure your blog posts do your business justice.
If you’re clear about what you want to say and to who, and you allow time to check and double-check the quality of the content you have produced, you are well on your way to producing quality blog posts that will get read.
Digital is the status quo
We’re all doing our best to meet the ever-growing demand for organisations to ‘go digital’.
Whether we’re trying to reach more customers, more effectively market our products and services, minimise our carbon footprint or deliver more cost-effective business solutions, finding a digital – and in many ways more accessible – solution is pretty much today’s standard course of action.
The opportunities when we meet a new audience in a new space are obvious. But what about the pitfalls?
The potential for being misunderstood, taken out of context, or having your brand diluted across multiple platforms becomes more likely – especially when considering the speed at which online content is delivered.
And it’s for this reason that our brand identity becomes even more important.
What are brand guidelines?
Your brand guidelines are the rules which determine how your brand is presented to the world. It usually contains information about your brand name and how it’s used, your corporate logo, brand colours, fonts, tone of voice etc.
Your brand guidelines should clearly illustrate how your brand identity is portrayed and communicated to consumers, providing a reference point for employees and clients alike.
And we need them, because when your brand remains consistent, it remains recognisable.
Research has shown 86% of consumers say that authenticity is a key factor when deciding what brands they like and support. And when we think about it, it makes complete sense.
Imagine you nip into your local corner shop to buy a bottle of Coca Cola. Only, the label on the bottle looks strange. In fact, it’s not the typical Coca Cola red at all – it’s bright orange.
And, come to think of it, the font looks different too: It’s narrower than you remember. And not as cursive. Plus, the bottle’s neck is slightly longer. But the drink is still claiming to be authentic, traditional Coca Cola – what’s the likelihood this is a fake?
Maybe you risk it. Or maybe you pick the more familiar-looking bottle of Pepsi, instead.
According to PwC’s consumer insights survey, customers selected trust as their number one reason for choosing a retailer. And how can you expect customers to trust your brand if you don’t remain consistent?
The need for maintaining brand consistency across platforms is critical, because it promotes authenticity and trust. In fact, ensuring a consistent representation of your brand can increase revenue by as much as 33%.
With 80% of consumers agreeing that a signature colour increases brand association and recognition, the importance of sticking to your guidelines – is hard to overstate.
What about having a refresh?
There’s nothing wrong with intentionally refreshing your brand. In fact, updating your branding every few years ensures you stay modern, and reflects your company’s ability to evolve with the times.
But with any brand refresh, your guidelines need to be refreshed too.
Many organisations keep their brand guidelines in a PDF or printed format, meaning you’ll need to factor in time-consuming tasks: updating your documents, checking and proofing them, making amends, artworking them and having them signed off – all this on top of your rebranding process.
But there is a better way.
Digitising your brand guidelines allows for quick and resource-light updates to guidelines, that are quick to roll out and distribute to all relevant stakeholders.
Creating digital brand guidelines
A digital brand guideline ‘book’ can be accessed from anywhere, at any time, and on any device – without the trouble of having to locate a physical copy, or share a long-lost PDF that’s buried on your desktop. Simply share the link, and go.
At Proctors, we use Webflow to create and update our clients’ digital brand guidelines. Whether they’re used by your colleagues, your customers, media or external business partners, making your guidelines accessible on Webflow gives everyone clear direction on presenting your brand consistently.
Even better, with Webflow, elements such as your logos, fonts and colours can be downloaded by anyone you share the link with. So in today’s digital first world, your media partners or social media managers can remain responsive when it comes to pushing out branded content.
Plus, with digital-first increasingly the norm, companies who use motion graphics in their brand elements can demonstrate real, live examples in their digital brand guidelines book too – something which isn’t possible in other formats.
Even large organisations with lots of different sub-brands can benefit from Webflow’s flexibility. It’s a quick and efficient process to create and update your guidelines, whether you need to edit just one page or to build and deploy several branding ‘chapters’. Plus, any changes or updates can be highlighted on the landing page, so all employees are made aware of them.
With Webflow’s no-code format, any brand refresh updates can be easily executed by your marketing team, meaning you’ll save masses of time on updates. Not to mention avoiding the need to print – and that’s one big environmental benefit.
Scaling up with Webflow
If you want your brand to remain trusted in the digital era, you need to practice consistency.
With easily accessible guidelines, you’ll be able to ensure you’re presenting an authentic brand. So you can reach more customers, and more effectively market your businesses.
If you’d like to find out more about our digital brand guideline services, or any of the other services we offer, talk to us today at [email protected].
One recent study* found that companies who oriented their services and operations around customers, employees, and partners experienced 6.5 times the profit growth compared to those that didn’t.
Despite this evidence for the power of customer centricity, we know that far too many companies are under-investing in customer experience.
That’s because being customer-centric is easy to say, but hard to put into practice, and even harder to know if you’re on the right track!
As a User-Centred Design company, we’re on a mission to help organisations thrive through employing better customer-centric practices.
That’s why we’re inviting companies that run scaled services for customers to join a study that we’re conducting in collaboration with Google, into how companies orient around their customers.
In exchange for contributing to the study, they will receive a benchmark of their customer-centricity score against the rest of the market, plus some unique insights into how to put together a programme of low-cost improvements, free of charge. All we ask is that companies commit to completing a survey by mid-November.
The deadline is the end October, so sign up to become a contributor here https://www.cxpartners.co.uk/customer-centricity-model
We’d love YOU to be part of the study because companies that deploy good user experiences that meet human needs know that improvements in loyalty, revenue and market share follow.
We work every day with organisations to execute programmes that embed User-Centred design into their operations. This takes time and care, but the results are not only impactful in the short term, but set organisations up for sustainable success, and an ability to ride-out storms that may occur in the future.
We’re working with Google to solve this. Through this unique study and campaign that we’ve devised, we’re looking to support organisations in investing in the initiatives that will help them become more customer-centric – and thrive.
By participating in this study as a contributor, you will be joining Europe’s top 200 brands including Farfetch, Europcar, Toolstation, giffgaff and Burberry.
Please sign up here, and we look forward to working with you
https://www.cxpartners.co.uk/customer-centricity-model
*https://www.accenture.com/gb-en/insights/interactive/business-of-experience