3 Tips to Branding Identity

Bruce Aristeo

Bruce Aristeo

Jason’s Insights regarding branding:

Take into consideration that everything you perceive is branding; also consider that everything you perceive was branded by you. Sports teams, automobiles, companies, and even the sunshine and rain are brands and part of a marketing strategy. You’re probably thinking “WHAT?” The sunshine and rain cannot be brands! Think about this… What company placed sunshine in a bottle, and which one used the rain as a means to sell a product?

Your benefit:

  • Coloring – picking and setting the mood
  • Logo – the shape of things to come
  • Consistency – maintaining the status quo

Branding stems from that knowledge that human beings, such as you, either find or don’t find value in a product or service. It has never been as simple as “liking” or “disliking” something; it has always been deeper. Simply liking or disliking something is a surface perception, and as a marketer or business owner, you want to know about the “WHY?” Otherwise, how could you ever adjust your market or product presence?

A perfect example of surface perception is, ask a child who dislikes mayonnaise why he/she dislikes it. You’ll first get a simple yucky face, and then maybe a simple answer such as “I don’t like that stuff.” That doesn’t help you prepare for your next purchase because the child isn’t telling you “WHY.” How would you know if a mustard and mayonnaise blend, such as Hellmann’s Dijonnaise® would be liked? You definitely need more information to pull that one over on the little bugger!

Branding the details of big three benefits…

1) Color: Human beings (that’s you again) observe the world visually first, so the best place to start is with color. Choose colors that represent your company and voice when marketing to the world. Bright colors might grab you, but are they too tight a grip? Lighter colors are quiet, but are they too dull and put you to sleep? Thinking about your brand, choose colors that emotionally connect your brand to your environment. For instance, if you were a restaurant owner, you wouldn’t want your color concept to include Pea Green. WHY? Pea Green is not an appetizing color and is more associated with other unmentionables.

2) Shape: Logo, we all go! Continuing on the path of color, you reach the edge, that edge is the shape of your logo. Think of ancient cave drawings and the stories they told without using words. The study of Semiotics has been around for thousands of years, so that makes your job a lot easier (if you read Latin). The research of signs and symbols has already been done, so how does your logo relate to your story? How do you communicate your products or services without words? Your Logo is not just a colored shape; it is the means by which customers are told who and what you are without speaking.

3) Consistency: Focus on time line details; at the very moment a customer interacts with your brand, through his/her cognitive process, and after the close of a sale. Your goal should always be to maintain a consistent emotional connection, which leaves your customer with a personal relationship to your brand Identity. As for me – Don’t advertise fine dining and serve me burgers! Understand how the world views your brand, and what your brand does for the world. Create your identity and let your customers run home with it.

BTW: Sunny D® sold you sunshine and Rain-X® sold you windshield wipers! That’s branding…

Has Your Website Been Flashed by Google?

bruce aristeo flash

bruce-aristeo-has-your-website-flash-google

While searching Google, you’ve probably become familiar with the magnifying glass icon to the right of each keyword listing. Clicking the icon offers a glimpse of the related page before you choose to visit it. The function is respectively called Google Instant Preview, which was released in November.

Google released some interesting news, they are integrating Flash support into Instant Previews. This enables the visibility of Flash sites within Instant Preview. Instead of the blank box where Flash files are embedded, the viewer sees an image. This doesn’t mean the Flash file will be playing in preview; Google’s new utility retrieves a snapshot of the site, and then renders the image. Posting static images of Flash files preserves search speeds, thus increasing fundamental interaction.

Web designers continue battling with search crawlers and optimization, as they are able to read Java Script and not Flash files. However, the update is not for SEO; it’s to improve the searcher’s engagement. Google has offered a list of tips for those with Flash sites, and who wish to take advantage of the new Instant Preview. These are the two most important:

  • Create a version of your site without Flash, for those who are not Flash enabled. This usually requires an HTML version that will show up if the browser’s plug-in cannot read Flash.
  • Keep the file size small! Maintaining smaller files increases speed and load times, this should be part of common practice even with static images and Java.

For a full list of features and tips, go directly to Google’s Web Master Tools Page.

Building a better web experience for visitors, both on and off site, are important elements of website design and web development. By incorporating these methodologies, your website rises to the top, gaining visibility in an ocean of competitors. Instant Preview is another part of optimization, and represents the proverbial carrot dangling in front of the horse.

5 Tips to Better SEO and Internet Marketing

Bruce Aristeo

Bruce Aristeo

I’d like to share 5 tips to better SEO, back linking and Internet Marketing! I remember the day I found out about a new way to communicate with others; it was through a service called AOL… Are they still around? My friends and family had AOL, businesses used the service, and everyone was talking about it. I joined not because I needed to chat with friends, or because I wanted email; it was because I could download small apps that would add new sounds and graphics to my computer system. Outside of AOL, a small network existed that I signed on to only to play a game. In this game, I drove a tank around an island looking for other tanks to shoot. I could build a fort by having the little man climb out and cut down trees to construct walls. If killed, another man would parachute onto the island and climb in my tank. However, if the man landed away from my tank, he had to run across the field while others shot at him. It was a blast! (No pun intended)

My question is, are we all business these days? We all know that simply building an aesthetically pleasing website is not the answer to gaining traffic. In addition, we know that a simple strategically placed keyword is not jetting us to the top of Google. So, how do we add fun and engage the perspective visitors? I visited a restaurant some time ago; they had the table covered with a large sheet of white paper. NO! Not a whitepaper… I sat for a moment, and for the life of me I could not figure out what the paper was for? Was the restaurant saving costs on washing regular tablecloths? Then, in the corner of the table behind the menus, I saw a small box of crayons. As they say in North Jersey, “Forget about it!” I went crazy drawing all over the table… In short, I had a blast! I thought about this after reading my 20th blog containing 5 tips to SEO. Simply a brief mention of a few minor points and not really slicing down into thicket seemed to cause sadness. I needed some intellectual stimulation with some quality and insight to the tips I was reading, I needed someone to blast! What have I become? Am I now the little guy jumping from the tank and being blasted by regurgitated material? I then stopped and laughed. Out of the blue I remembered the simplicity of the Motorola 19K bps modem I used back then, and being able to walk away from my computer for at least 5 minutes while it signed on to the network. Not really sure what the modem had to do with anything, it just came to mind and I’m laughing as I write this…

Internet strategies, inbound marketing, keyword research, rich content filled websites, blogging, and an unlimited list of methodologies to increase ranking are definitely one way to succeed, but where is the fun? What can I do to add content that will engage the part of a consumer who wishes to enjoy his/her visit and still keep it all business? How do I blast him to have fun and remember to come back?

So here are 5 tips to better SEO and back linking for fun!

  1. Misspell a title phrase and see who notifies you.  Whoever does, give them a reward.
  2. Hide a small graphic on the page, and whoever clicks it gets one-month of free service.
  3. Set up your pages with the same content on them; only change the first sentence on each.
  4. When a visitor scrolls down, have the page scroll back up automatically.
  5. Finally, a classic, set up a sound bite so when a button is clicked a funny sound is heard. You know what sound.

Let’s not forget how to have fun!