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Business Marketing

Is it Time to Rebrand Your Business?

When you think about your company brand, you really want to picture the entire customer experience. From your logo, website, social media, messaging, storefront, and everything in between…what does your brand look like to your customers? Is it consistent and easy to recognize?

Your brand has the power to set your company apart from the competition, promote recognition, connect with customers, and create strong business value. However, if your brand isn’t consistent, it can provide a confusing message and ultimately cause your company to fall short of its full potential.

Here at Spectruss, building stronger brands is what we do best!

We worked with The Plastic Surgery Group to rebuild a stronger, more cohesive brand for their company. Through detailed strategic planning, we successfully helped rebrand the company as RefinedLooks Plastic Surgery and Spa. Check out some of our work below!

Behind the Brand

The Plastic Surgery Group, Chattanooga’s first and largest plastic surgery practice, has led the way in plastic, cosmetic, reconstructive, and noninvasive procedures for over 60 years. After a year of working with the Plastic Surgery Group’s new medspa, Refine Aesthetic Studio, our team at Spectruss encountered challenges with operating multiple practices with different names and proposed a strategy to restructure the entire practice.

Rebrand Strategy

Our team began working on a strategy to help rename the practice as one brand to strengthen their identity and better reach their current and future patients. The new brand name, RefinedLooks Plastic Surgery and Spa, was born. The practice’s hand reconstruction and therapy center, Hayes Hand Center, was kept separated from the new name to minimize confusion and preserve its integrity.

New Logos

We designed a brand new logo for RefinedLooks Plastic Surgery and a variation for the Spa using elements that were inspired by the aesthetics of their offices and reminiscent of their past identity. Our team also worked on establishing a more prominent presence at their location by adding new outdoor signage at the exterior skin of their building as well as in the interior.

Website Redesign

A brand new website consolidating the practice into one was also designed, re-imagined and built by our team. The new site highlights the practice’s doctors, team and features a newly organized structure of their procedures and new services that lacked prominence from their previous site.

E-Commerce Store Revamp

RefinedLooks previously had two separate websites with two different e-commerce stores offering the same products. This not only spread their marketing efforts thin but also created inconsistent branding and an inefficient business process for the practice. By eliminating one of the two e-commerce sites, our team helped funnel all marketing promotions into one site to better track, process customer orders, and improve overall efficiency.

Videography

Our team also extended our videography services to RefinedLooks to bring their practice to light for current and potential clients. This brought a better understanding of all the procedures and services that are being offered at the practice.

Consistent Branding

From a brand new identity to print and web materials, we ensured the new branding was prominent and consistent across all marketing materials. By rebranding the Plastic Surgery Group and Refine Aesthetic Studio to RefinedLooks Plastic Surgery and Spa, our team helped strengthen the practice’s aesthetic brand, improve marketing strategies, and set up the practice for exponential growth opportunities.

You can check out the new website at refinedlooks.com!

Categories
Business Marketing

The Secret to Successful Rebranding

Rebranding is an opportunity to revitalize a business, inspire consumers, and stimulate company growth. While many may think of a rebrand as simply updating a logo or picking new colors, it is so much more than that. The true power of rebranding is fueled by a carefully planned brand strategy. 

A rebrand can be the best thing to ever happen to a business…or it can be the worst. The key is to be true to your company’s identity and make it about better serving and reaching your customers. A successful rebrand needs to tell a story of who you are and who you have become as a company.

Behind the Rebrand

After a year of working with our client, The Furniture Shoppe and The Patio Shop, our team at Spectruss encountered multiple challenges in operating a single store with two names. We wanted to consolidate and strengthen the brand as one to eliminate confusion from a consumer’s point of view.

We began working on a strategy to rebrand the company back to its original roots as one store, Fowler Brothers Company. Our team dove deep into the company’s rich history of 135 years to form a precise brand strategy from start to finish including a new logo, website redesign, and storefront remodel.

Logo Redesign

We wanted to create a fresh, modernized look while also using elements of the original company logo (top right picture).

Paying respect to the history of the family-owned business, we designed a new logo that reflects the vision of the founders that long-time patrons would also recognize.

Storefront Remodel

One of the challenges that Fowler Brothers faced was the physical store’s lack of presence at its own campus. Our goal was to unify the store as one showroom for both home furnishings and patio furniture. We began reimagining the exterior design of the campus to create an eye-catching storefront that passersby wouldn’t miss.

We worked very closely with the president and owner of Fowler Brothers Company, Carter Fowler, with choosing every detail for the remodeling project from interior finishes to price tag designs, and everything their name would be on. 

Before:

After:

New Digital Presence

Launching a seamless rebrand across all channels was crucial to the success of the new Fowler Brothers Co. Home and Patio brand.

Our team gave Fowler Brothers Co. a new digital experience by developing a new website, an e-commerce store, and a unified social media account. This resulted in one simple way of identifying the brand through all online platforms.

The new website also features an interactive style questionnaire which allows customers to select their ideal style choices and rooms they wish to furnish for a customized interior design recommendation. This was a great way to highlight the store’s interior design services as well as give a personalized feel for website visitors.

Rebrand Success

Our goal of giving Fowler Brothers Co. Home and Patio “One name, One store, One company”, has been a total success and one of the most exciting projects we’ve been a part of. Our team at Spectruss was proud to receive a Silver ADDY from the 2021 American Advertising Awards for our work on the rebranding project.

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Business Design

Can Design Make or Break your Business?

Did your know that the design of your website could be the deciding factor for whether or not a customer will do business with you? In fact, users take only 0.05 seconds on average to form an opinion about a website… and 94% of those first impressions are related to design!

Is your website design falling behind? Here are several key design tips to keep your users engaged and take your website to the next level.

Bold Font

We hate to break it to you…. but most users will only read about 20% of words on a webpage. To avoid your users getting lost in large blocks of copy, use bold text to really help your messaging stand out. Not only does bold text make your website more functional, but it can also bring a fresh, modern look to your website.

Visual Hierarchy

Visual hierarchy is the arrangement and presentation of design elements to show their order of importance. This design principle is crucial for leading users to your “call to action”, which is ultimately the most important aspect of your website.

A call to action is what prompts the user to take action on your page by contacting your business or buying a product. A recent study found that 70% of websites for smaller businesses lack a clear call to action. Without this design element, your website could be missing out on significant customer conversions.

Personalized Content

Consumers are tired of a generic interactions and want an experience to be tailored specifically for them and their location. Even a small amount of personalization goes a long way towards boosting engagement. In fact, 93% of companies who incorporated personalization to their website saw a significant boost in customer conversions. And a recent study found that 44% of people said they would become a repeat customer after a personalized shopping experience with a brand.

Photography with Graphics

Grabbing a users’ attention and keeping them interested with your site is crucial for converting visitors into customers. A great way to do this is by introducing eye-catching imagery. A big trend we’ve seen this year is to mix photography with graphics and here’s why:

  • It adds depth to your site and draws people in
  • It gives your website extra personality
  • It reinforces company branding
  • It grabs immediate attention

Overlapping graphics with photography is a great way to add a creative flair to your site as well as unify your brand personality.

Mobile Ecommerce

The year of 2020 set a precedent for mobile online shopping. Mobile ecommerce traffic grew by 25% in the first quarter of 2020 – making up 71% of total traffic!

With 45% of consumers saying they are shopping more on their phones since March 2020, it is more important than ever before to ensure your mobile web design experience is flawless.

Could your company website use a boost? Contact us today to see how we can help you take your website design to the next level!

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Business Digital Marketing

Top Digital Marketing Trends in 2021

The tumultuous year of 2020 caused a major shift in consumer behavior, buying tendencies, and online interactions. Businesses were forced to quickly pivot in their marketing strategies in order to stay relevant and continue to serve consumers.

As we move into a more hopeful 2021, businesses must consider what was learned last year and form new strategies based on current digital trends. Read below to learn some of the top digital marketing trends that will lead in 2021.

Short-Form Videos

Staying at home and increased levels of boredom has led to many people turning to short-form videos for entertainment. TikTok soared to the forefront in 2020 and is now the top preferred platform for Gen Z. This soon led to Facebook launching the new Instagram Reels to give consumers what they want.

With the increase of social media use of all ages, businesses have began to increase marketing budgets to these channels. In Q2 of 2020, social media accounted for nearly 25% of total marketing budgets, an increase of 13% in 2019.

Quick, catchy videos are taking over social media and are here to stay. This year, brands need to meet consumers where they are. If your business isn’t already investing in a creative video strategy, it’s time to get started!

Social Media Shopping

In 2021, social media is set to become a top channel for purchase, rather than just discovery. In recent years, Instagram has become increasingly used for shopping. And early last year, Instagram made a big switch to make social shopping even easier. The platform replaced the activity tab with a shopping tab, making Instagram shopping a simple click away.

A recent study found that 30% of consumers would shop directly through social media platforms. This year in 2021, it is crucial for businesses to use social media shopping as part of their e-commerce marketing strategy.

Virtual Events

While virtual events began out of necessity during the pandemic, they have proved to offer substantial ROI and increased accessibility. Companies discovered that going virtual allowed their event to reach a whole new audience. By eliminating the extra expenses and travel costs of an in-person event, many businesses experienced higher attendance and participation with online events.

The key to a successful virtual event is excellent content, great speakers and having fun in order to keep online viewers engaged. In 2021, virtual events will continue to be a top marketing trend for businesses to reach a large number of consumers where they are.

Categories
Business Marketing

The Power of Brand-Driven Storytelling

Brand storytelling is the art of using a cohesive narrative to connect your brand with customers. The key to successful brand storytelling is to clearly communicate your brands’ core values in a way that resonates with consumers.

A recent study found that 55% of people consider buying a brand if they love their brand story. Of those people, 44% will share that story with others, and 15% will immediately purchase the product.

It appeals to consumer’s emotions

It is scientifically proven that human emotions are impacted by stories. Our emotions play a significant role in our daily lives, which also affects our buying decisions. When your brand tells a great story, you are speaking to the underlying reasons why a consumer might buy your product or service. A successful brand story goes well beyond just talking about the product, it’s about making a connection with your audience.

It humanizes your brand

In a heavily digital world, the human element can sometimes get lost behind a brand. Think about the emotions, values, and ideas your company offers to consumers and incorporate those elements into your brand story. A great brand story is always authentic and knows how to relate to consumers on a personal level. When consumers see that your company is made up of real people, it helps to build trust and customer loyalty.

It makes your brand unforgettable

Your brand story can give your company a unique edge and stand out in the crowded marketplace. With so much competition in the digital space, it can be very difficult for brands to stand out. It’s not enough to have a good product or service, you need to have a story that sets your brand above the rest.

Studies have found that storytelling will not only increase your brand favorability to your audience, it can also be up to 22x more memorable than facts. So rather than just sharing facts about your product, tell a story that clearly communicates your company values.

Using storytelling to get to $1 billion

The Dollar Shave Club exploded into the retail market with the launch of a hilarious video that creatively told their brand story with a direct aim at one of the biggest razor blade providers in the world- Gillette. This startup company tapped into a 30 billion dollar industry with Gillette owning about 70% of it. In March 2012, this video was released and went instantly viral – getting more than 12,000 orders in the first 48 hours. Just five years later in 2016, the Dollar Shave Club was purchased for $1 billion.

The Dollar Shave Club brand story was ingenious because it not only built a brand that inspired customer loyalty but it also simultaneously disrupted the brand story of a massive company. The Dollar Shave Club proved that brand storytelling  isn’t about the massive budget, it’s about the strategic brand narrative – one that communicates a meaningful message that immediately resonates with consumers.

Categories
Business Marketing

Black Friday 2020: Is Your Business Prepared?

The holiday shopping season is just around the corner. With the COVID-19 pandemic, it goes without saying that Black Friday will look a little different this year. Over the last few months, we have seen a major shift in consumer buying habits including a drastic increase in digital purchases and curbside pickup.

Online shopping during the holiday season has been on the rise over the past few years. In 2019, over 93 million buyers made a purchase online on Black Friday and another 83 million purchased on Cyber Monday. This year, data shows the number of online shoppers is expected to significantly increase due to the influx of new customers who usually shop at brick and mortar stores.

The End of Black Friday Crowds

In June 2020, a Google survey found that more than a third of US shoppers who normally shop in store for Black Friday, won’t this year. And half of US shoppers say the pandemic will affect how they’ll shop for the holidays this year. In addition to this, 47% of planned shoppers said they’ll use options to buy online and use curbside pickup.

Walmart, Target, and Best Buy have already announced they will be closed on Thanksgiving – ending a longtime tradition of door buster sales that attracted large crowds. This year, the rush for hot-ticket items instore may be at an end and replaced with online discounts that begin sooner and last for longer.

With even more consumers turning to online shopping in 2020, businesses need to ensure their digital presence is stronger than ever.

Stand Out in a Crowded Digital Space

With online stores facing significant competition this year, especially in the upcoming holiday season, it is crucial that businesses implement online customer experiences that will help them resonate with consumers.

Provide a seamless customer journey

Last year, the abandoned cart rates on Black Friday and Cyber Monday were around 70%, making it extremely important for businesses to provide a seamless process in order to maximize revenue. Even when a consumer has added an item to their cart, the journey is far from over. Strategic tactics must be implemented to obtain a conversion.

Find consumers where they are

In 2019, a study found that 40% of new Black Friday weekend buyers made their first purchase from a different browsing device than the one they first used. Many holiday shoppers bounce across different devices before they actually complete their purchase. This non-linear purchase pattern is common for many Black Friday Shoppers, making it crucial for businesses to use cross-device tracking. This tactic reminds consumers of their shopping cart across multiple different channels to help them pick up where they left off and complete with their purchase.

Optimize for mobile

Optimizing for mobile is essential for obtaining conversions and should be a high priority during any time of the year. In 2019, nearly 40% of Black Friday sales were placed through a smartphone. Now is the time to ensure your site is properly optimized for mobile devices.

Launch Google Shopping Listings

In April of 2020, Google announced that Google Shopping would now include free listings for retailers. Previously, the listings have only been available for paid advertisers. As a free channel with the potential for large visibility, Google Shopping Listings is a must for businesses to use this holiday season.

Categories
Business

Van Halen: A Brand That Lives On

Millions around the world are saddened by the recent passing of rock n roll legend, Eddie Van Halen. Over the years, the Van Halen band has achieved worldwide album sales of over $96 million with all but one of its albums hitting Number Six or better on the charts. Outstanding success by any means.

Van Halen was more than a band; it was a BRAND. One that offered constant quality, volume, excitement, and attitude. Eddie Van Halen showed us what it takes to build a lasting brand, and many businesses today can learn from his example.

Brand Consistency

To have consistent branding, a business must hold true to its core values, vision and principles. Branding that stays consistent even when a company undergoes change, shows consumers who you are and what you stand for. Consistency results in a brand that people will trust and loyally follow.

Even with three different lead singers, Van Halen created a distinctive sound and brand consistency over the years. With his dedicated leadership as CEO, Eddie Van Halen acted consistently on decisions and maintained control from behind the guitar. Eddie Van Halen grew his brand and fan base by showing consistency and staying true to the original vision of the Van Halen band. Van Halen was always about the music and never wavered from producing awesome rock n roll.

Brand Evolution

It is essential that your brand has the ability to evolve and take risks to stay relevant. Testing organizational limits is part of understanding your brand’s full potential. Van Halen had three different lead singers over the years which proved the band’s ability to evolve and continue to grow a loyal fan base. While replacing the iconic lead singer David Roth with Sammy Hagar was a risk for the band, Van Halen music continued to soar high on the US charts (all four of Van Hagar Albums hit #1).

In 2009, Van Halen was able to capture an entirely new audience with the release of Guitar Hero’s: Van Halen. Now that teenagers thought listening to Van Halen was cool, it opened a whole new landscape for the band. This new fan base purchased music, tickets, merchandise, and helped Van Halen reach a whole new generation of fans.

Brand Quality

Consumers expect the quality of a product to align consistently with your brand. Eddie Van Halen poured his life’s experience and expertise as a guitarist into designing a product that would line up with the quality of rock music that Van Halen was known for.

The Wolfgang guitar design and development process took over two years of trial and error research. This intense process included multiple prototypes that went through a full year of hardcore, in-concert testing by Eddie Van Halen during his 2007-2008 world tour. The final product of the Wolfgang guitar revealed a first-class instrument with outstanding durability and quality.

When asked about the Wolfgang guitar, Eddie Van Halen stated, “It’s not a fad, it’s 35-40 years of my knowledge of what makes a sweet, sexy, toning, quality, indestructible instrument.”

Eddie Van Halen will always be remembered as an amazing guitarist with a memorable brand.

Categories
Business Marketing

Building a Cohesive Brand for Your Business

Every business has its own unique mission, brand voice, and goals. Knowing how your business differentiates from competitors is an important step, but knowing how to clearly communicate that to your consumers is what really sets your business apart. Successful businesses must not only build a strong brand, but they must also take a cohesive approach to their branding. 

What is cohesive branding?

Cohesive branding is showing consistency in your brand across all platforms to ensure that your business is immediately recognizable to consumers. Your audience may encounter your brand in various places such as your website, social media channels, landing page, digital ads, commercials, brochures, etc. To resonate with consumers, a strong brand must keep the same tone of voice, colors, graphics, and fonts consistent across all marketing platforms and materials.

Why a cohesive brand strategy matters

  1. Makes a positive first impression
  1. Creates a memorable brand
  1. Increases trust in your brand
  1. Builds brand recognition
  1. Increases conversions and sales

Building a cohesive brand marketing strategy is crucial in a competitive marketplace. If a business fails to communicate consistent branding to its audience, you could leave prospects feeling confused with who you are and what you do. Strong, consistent branding builds recognition, trust, and credibility for your business.

Everything you need under one roof

If you are looking to build and strengthen your brand the right way, partnering with Spectruss could be exactly what your business needs!

Spectruss is a full-service, all in-house marketing agency with over 10 years of experience working with numerous brands and businesses in various industries. We are a team of specialized individuals whose mission is to create stronger, more cohesive brands for businesses.

As a full-service, all in-house agency, we offer everything your business needs for branding, marketing, promotions, and advertising under one umbrella. This not only keeps your brand consistent, but it also saves your business both time and money.

Capabilities:

We tailor our services and packages specifically for each business based on their unique needs and goals!

Strengthening your brand during COVID-19

Creating a cohesive brand that consumers trust is crucial to the success of a business, especially during uncertain times. Through strategic brand marketing strategies, we helped our client, Refine Aesthetic Studio, continue to grow during the global pandemic. In four months during COVID-19, we increased the number of consultations and booked appointments by 90.2%!

If you’d like to learn more about how Spectruss can help strengthen your brand, give us shout! We’d love to talk with you.

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Business Digital Marketing

How Much Should Your Business Spend on Advertising?

Great advertising and marketing are crucial to the success of a business. In recent years, digital advertising has seen significant growth, making it more important than ever for companies to have a strong online strategy in place. So how much should your company spend on advertising and where should that money be invested?

What should be your budget?

The average marketing and advertising budget for a business is 10% of its gross revenue. However, advertising spend isn’t a one-size-fits-all equation. Determining the best advertising budget for your business depends on your industry, company size, company history, existing digital presence, and goals.

1. New Businesses

For first-year businesses, it takes more marketing capital to get off the ground. New businesses need to invest heavily in brand awareness to gain customer trust and a market voice. 

Percentage: 12-20%

Variables: Some industries are more competitive than others. It is crucial to conduct in-depth market research to understand your audience and competition. The level of competition will help you determine how much to spend in ad dollars.

2. Established Businesses

Percentage: 6-12%

Variables: Competiton and profit margin are two important factors for determining your advertising budget. The higher your profit margin, the more you can afford to spend on marketing and advertising. 

If you are a smaller company doing less than $5 million in sales, the U.S. Small Business Administration recommends spending around 7-8% of your gross revenue on marketing. 

Where should you invest your ad dollars?

To properly allocate your ad dollars and maximize your ROI, businesses must pay close attention to industry trends, competitors, and consumer behavior.

In 2019, over $100 billion was spent on search marketing, display advertising, social media, and email marketing. For the first time ever, digital marketing spend surpassed traditional advertising spend (TV, print, radio, etc.). While traditional advertising is still a relevant means of marketing, digital advertising is projected to continue to dominate in the coming years.

How should you spend in a recession?

As the COVID-19 pandemic continues to cause economic uncertainty in the United States, businesses need to remain calm and reframe from slashing their advertising budget.

During a recession, there is less competition and noise. While other businesses are quiet, your customers are more likely to hear your brand voice above the rest. In addition to this, less competition means cheaper ad costs. When the economy improves, your business can emerge as a market leader having acquired a substantial customer base at a lower cost.

“A man who stops advertising to save money is like a man who stops a clock to save time” -Henry Ford

Categories
Business Marketing

Podcast with CEO of Chattanooga Whiskey, Tim Piersant

In this podcast special, Sam Silvey chats with CEO of Chattanooga Whiskey, Tim Piersant, about all things regarding brand authenticity and strategy, overcoming obstacles, the effects of COVID-19, and other important topics. Tim shares the inspiring story of Chattanooga Whiskey and its 10-year journey of establishing its brand in the marketplace.

Listen now to understand more about how Founder and CEO of Chattanooga Whiskey triumphs through adversity as his company turns global.

How it Began

In 2011, Chattanooga Whiskey was founded by Tim Piersant and his partner, Joe Ledbetter, two friends with a vision to reform the ban on distilleries in Chattanooga, TN. Before 2013, it was illegal to distill whiskey in Hamilton Country due to the decades-old prohibition laws. With a mission to bring back “Whiskey to the People”, they set out to overturn those laws and began the Vote Whiskey campaign. Utilizing a broad marketing strategy centered around empowering the Chattanooga community, the successful Vote Whiskey campaign gained huge traction across the city. In May of 2013, the laws were overturned. Not only did the Vote Whiskey campaign open the doors for Chattanooga Whiskey, but it also created significant economic opportunity for all of Chattanooga, TN.

Following this milestone, Chattanooga Whiskey became the first distillery in the Chattanooga area in over 100 years. In 2015, they began the process of crafting their own unique bourbon whiskey recipe. After four years and over one-hundred recipe variations, Chattanooga Whiskey perfected and released the first ever Tennessee High Malt, a local whiskey that celebrates Chattanooga’s rich distilling history.  

Brand Authenticity

Over the past two decades, white labeling in the spirits industry has become so common that finding a truly authentic brand with a real story is very rare. With the momentum and name recognition that came from the Vote Whiskey campaign, keeping the same white label product would have been an easy solution for Chattanooga Whiskey (the product was already doing well in several states), but that was not the Chattanooga Whiskey way. They were born to be trailblazers, so instead, they decided to be true to themselves and create a completely unique and entirely new bourbon recipe – the Tennessee High Malt. Although creating a new product was a significant risk, it was a risk they were willing to take to be an authentic brand.

In the video, Tim Peirsant shares the story of Chattanooga Whiskey’s recent launch in Kentucky and how it was received in the market. Kentucky consumers are known for their appreciation of bourbon, so it was important that Chattanooga Whiskey stood out as a unique brand. By sharing their authentic story of how Chattanooga Whiskey created the only Tennessee High Malt, it gave them a better chance to succeed in a market like Kentucky. Chattanooga Whiskey is a progressive brand because they not only have a true authentic story, but they also deeply believe that their flavor is unique, better, and different.

Brand Strategy

Tim explains that markets operate very differently in the spirits industry – some are independently driven while others are chain driven. This is important to take into consideration when building relationships, utilizing marketing resources, and implementing marketing tactics. An important strategy for Chattanooga Whiskey is to invest heavily in consumer education. Rather than using a “Spray and Play” tactic which would spread them far too thin, Chattanooga Whiskey has taken a more focused approach to share their story and build relationships the right way.

Even though naming a brand after a community can be limiting, Chattanooga Whiskey has gained major brand recognition across the United States. They are the only real branded Chattanooga product that is available in a third of the country. Chattanooga Whiskey is already available in nine different states and will soon be in twelve.

COVID-19 Challenges

Although whiskey is somewhat of a “recession-proof” product, the industry has faced some very difficult challenges with the COVID-19 pandemic. Big whiskey brands produce and sell approximately 80% of consumed alcohol. Although craft distillers only make up for a small fraction of sales, they are a huge economic and market driver. Tourism and social activity are major factors for the local spirits industry as they grow and build their brand. With COVID-19 causing the shutdown in the hospitality industry, distillers across the nation are suffering. A recent study found that 60% of craft distillers were doubtful that they would survive in the next one to two months.

Chattanooga Whiskey has been fortunate during these unprecedented times due to its growth, price point, and amount of time they have been in the industry. Because Chattanooga Whiskey is a retail-centric brand, they have been able to weather the storm and continue to grow. Chattanooga Whiskey has seen a 62% increase in sales compared to last year, whereas 42% of distillers are going out of business.