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2024-06-12
How Your Brand Can Use Emotional Advertising and Storytelling to Sell More
How Your Brand Can Use Emotional Advertising and Storytelling to Sell More One of the most effective things you can do for your brand is to create an emotional connection with your customers. But what does this mean, exactly? How is this done? One of the best ways to do this is with storytelling. Many brands have done this for decades: think Apple’s “Think Different” campaign, Google’s “Parisian Love” ad or Nike’s “Find Your Greatness” campaign. Essentially, you tell a story that your target audience can identify with. They are the hero of the story—or they aspire to be like the hero in your story. They then begin identifying with your brand and have an affinity for your brand. Your brand represents them. This creates a customer connection which can turn into an emotional purchase and even lifelong loyalty. Because of modern technology, this has never been easier to do. Creating stories with content is cheaper and easier than it’s ever been. Millions of influencers do it every day on TikTok, Instagram, and YouTube. But how can your brand tap into this? Table of Contents: Using Storytelling in Marketing to Create Emotional Connection What are Emotional Motivators? Choosing Emotional Motivators for Your Brand How to Create Emotional Connections with Storytelling Tips for Creating Emotional Advertising Contact COLAB to Tap Into Emotional Branding with Storytelling Using Storytelling in Marketing to Create Emotional Connection Humans have told stories for tens-of-thousands of years. Using stories taps into the innate human desire for connection. With storytelling, you can convey your brand's identity, mission, and values through narrative stories and connect them with consumers who hold the same identity and values. By using elements like characters, conflict, and resolution, brands can create narratives that resonate with their target audience and create an emotional connection. Emotional Motivators: What Are They and How Do You Use Them? If you want to connect with people, it helps to define how this happens. There is not a standardized way to describe or define these emotional connections, but many academics and marketers working in this space have developed what are known as “emotional motivators.” Basically, what are the different emotions that people have and gravitate towards? How do they drive our behaviors and decision-making? Using emotional motivators lets you tap into people’s needs and aspirations. They can include emotions such as joy, fear, sadness, hope, acceptance, and belonging. These can be extended to include safety and security, the pursuit of happiness, fulfillment, and the fear of missing out. Tapping into emotional motivators allows marketers to create messages that resonate with consumers. Choosing Emotional Motivators for Your Brand You must know your audience. How do they see themselves? What are their values? The answers to these types of questions will allow you to know which emotional motivators to use in your branding and marketing materials. Emotional motivators can include: Sense of belonging Stand out from the crowd Sense of achievement Attain success Have hope or confidence in the future Enjoy a sense of well-being Feel a sense of freedom Feel a sense of thrill Live up to my self image Self improvement Sense of security Sense of control Sense of creativity Fear of missing out (FOMO) How to Create Emotional Connections with Storytelling The stories you tell with your branding and marketing are built the same as those you’ve seen in your favorite movies or TV shows. The elements are the same, even if it’s a :30 Super Bowl ad or a :20 TikTok. Many people define a story as having a beginning, middle, and end. However, that structure doesn’t tell you how each section operates. What is supposed to happen in the beginning, middle, and end? In the simplest terms, you need a hero (main character), a goal for your hero, and an obstacle. Your hero will then attempt to achieve their goal, suffer a failure (or multiple), and then finally reach their goal in a climax, followed by a resolution. In Budweiser’s 2024 Super Bowl ad, “Old School Delivery,” we can see this story structure play out. The hero, the beer delivery man, must deliver beer to the bar, but the roads are closed due to snow. He attempts to reach his goal by using horses to transport the beer through the rough terrain. The snow is so strong, they “can’t see anything” and lose their way. But a local dog finds them and shows them the way. The bar patrons get their beer. This is how the story structure breaks down: Hero: Beer delivery man Goal: Deliver beer to the bar Obstacle: Snow storm and closed roads Attempt to reach goal: Man uses horses to transport the beer Failure: Gets lost in the snow storm Climax: Local dog shows them the way Resolution: Bar patrons get their beer What are the possible emotional motivators in this ad? Possibly to “overcome life’s obstacles,” “persevere,” or “succeed in life.” This same structure is achieved in a more complex way in Nike’s “Find Your Greatness” ads. The hero is clearly the jogger, but his action is consistent throughout the entire ad. In order to create the different story elements, the ad uses a narrator to define the jogger’s goal, obstacle, failure, and climax. Hero: Boy jogger Goal: Become “great” Obstacle: The belief that greatness is reserved for the best athletes Attempt to reach goal: Boy jogger runs down an empty road, alone Failure: We convince ourselves to stand by watching the best athletes be great Climax: Ignore the belief that only the best athletes can be great and do what you’re capable of Resolution: Boy continues jogging This ad has strong “self improvement” and “live up to my self image” emotional motivators. This reflects the messaging that Nike has presented for decades and mirrors their “Just Do It” tagline. Tips for Creating Emotional Advertising Understand Your Target Audience The first step in creating emotional advertising is to understand your audience and how your brand relates to their life, identity, and desires. Read your brand’s reviews Read comments on your social media accounts, plus other social listening Look for comments on Reddit and other forums about your products Repeat this for your competitors Conduct market research With this information, you can understand your customers’ pain points, define their desires, and the values and identity that your brand should cater to. Determine Your Emotional Motivators Determine the emotional motivators that align with your target audience and brand. Essentially, which emotions do you want to convey and evoke? Which emotions will resonate with your target audience? Brainstorm Story Ideas Next, you’ll want to brainstorm story ideas that represent the emotions you’ve chosen. The ideas should also reflect other elements of your target audience’s identity. When Budweiser was brainstorming for the “Old School Delivery” Super Bowl ad, you can imagine they wanted to use a blue collar worker as opposed to a Wall Street banker. They wanted this blue collar worker to persevere and have a sense of accomplishment. Write Your Script Sit down and write a draft of your story using the story beats we identified above. Don’t worry about the first draft being good, much less perfect. It’s important to get something down on paper. Then you can go back and analyze how the different story beats work, and then make adjustments and edit as many drafts as needed to make it feel right. Contact COLAB to Tap Into Emotional Branding with Storytelling Emotional advertising is one of the most powerful things you can do to connect with your audience. Storytelling has proven to be an effective way of accomplishing this. If you’d like to tap into emotional marketing for your brand, contact us today. We can help define your brand’s identity, emotional motivators, and then develop scripts and storyboards for larger projects, or quick outlines for short-form ads.
Marketing
2024-05-03
What is Branding vs a Logo?
What is Branding vs a Logo? 7 min to read When you’re developing marketing materials for your business, you might hear the terms "brand" and "logo" used interchangeably. However, these two concepts have distinct differences, roles, and significance. A logo is simply one element of a broader branding strategy. Below, we’ll clarify the differences between a logo and branding, look at the concept of brand identity, and walk through the different types of logos. Table of Contents: What Is a Logo? What Is a Brand? What’s the Difference Between a Logo and Branding? What Are the Different Types of Logos? Frequently Asked Questions: What’s the Difference Between a Logo and a Brand? Contact Colab Los Angeles for Your Company’s Branding Needs What Is a Logo? A logo is often the first thing we think about when we discuss a new business or a brand that we like. Logos are a visual symbol or graphic representation that serves as a recognizable and distinctive mark for a company, product, or service. It is a condensed, visual representation of a brand and is typically composed of elements such as symbols, text, or a combination of both. Logos are designed to be easily identifiable and memorable, playing a crucial role in creating a visual connection between a brand and its audience. While logos are often designed to feature distinctive colors, they should also work when presented in one color. This speaks to the simplicity of their design. What Is a Brand? A brand, on the other hand, is a comprehensive and multifaceted concept that goes beyond visual elements. A brand encompasses the entire perception and experience that people have with a company, product, or service. It is a culmination of the company's values, mission, personality, and the emotional connections it forms with its audience. A brand is the sum total of all interactions and impressions that a business makes on its customers, employees, and the public. What’s the Difference Between a Logo and Branding? The difference between a logo and branding lies in their scope and purpose. A logo is a visual symbol, a recognizable mark that represents a brand. It's essential when creating your brand's visual identity. On the other hand, branding is a comprehensive strategy that encompasses the entire perception of a brand. It includes visual elements like logos, color schemes, and typography, as well as verbal elements such as messaging and tone. Branding extends beyond the visual to shape the overall experience, emotions, and values associated with a brand, creating a holistic and cohesive identity that resonates with the audience. How Does a Logo Contribute to Branding? A logo is a vital component of a brand's visual identity, contributing to the overall brand recognition and recall. It serves as a visual shorthand, instantly connecting customers with the brand. However, a logo alone does not define a brand. It is part of a broader branding strategy that includes various elements working together to create a cohesive brand identity. A well-designed logo should reflect the brand's personality, values, and positioning. It acts as a visual anchor, providing a consistent visual representation across different touchpoints, including websites, packaging, marketing materials, and more. Logo and Branding: Which Comes First? The relationship between a logo and branding is symbiotic, but the branding process typically comes first. Before designing a logo, a brand needs to establish its identity, values, and messaging. The logo then becomes a visual manifestation of these foundational elements. In the branding process, a company defines its mission, target audience, and unique selling propositions, which guide the design of a logo that visually represents these aspects. What Are the Different Types of Logos? When creating your logo, you can go in many different directions. Each type of logo comes with its own characteristics and applications. What’s a logo vs a wordmark? Below, we’ll walk through the different types of logos so you can choose the one that aligns best with your brand identity. 1. Lettermark: Lettermark logos use the initials or an acronym of a brand to create a distinctive symbol. Examples include IBM and NASA. Lettermarks are useful for brands with long names or those looking for a concise and memorable representation. 2. Wordmark: A wordmark logo consists of the brand's name in a stylized, custom font. Examples include Coca-Cola and Google. Wordmarks are effective for brands with distinctive names or when the name itself carries significant brand equity. 3. Pictorial: Pictorial logos use a graphic or symbol to represent the brand, without incorporating the company name. Examples include the Apple logo and the Twitter bird. Pictorial logos are visually striking and can convey a brand's identity without relying on text. 4. Combination Mark: Combination marks integrate both text and a symbol or icon. Examples include Adidas and Burger King. This type of logo provides the flexibility of using the full brand name or the symbol alone, offering versatility in branding applications. 5. Mascot: Mascot logos feature an illustrated character that represents the brand. Examples include the Michelin Man and the KFC Colonel. Mascots add a human or anthropomorphic element, making the brand more approachable and memorable. 6. Emblem: Emblem logos combine a pictorial element with the brand name, often enclosed within a shape. Examples include Harley-Davidson and Starbucks. Emblems convey a sense of tradition and are commonly used by brands with a heritage or established history. 7. Abstract: Abstract logos use non-representational shapes, forms, or patterns to create a unique and memorable visual identity. Examples include the Nike swoosh and the Pepsi globe. Abstract logos allow for creative expression and can convey a brand's innovative or modern attributes. Understanding these logo types makes it easier for you to select a design that connects with your brand's personality, values, and target audience. Frequently Asked Questions: What’s The Difference Between A Logo And A Brand? Q: What is the primary purpose of a logo? The primary purpose of a logo is to serve as a distinctive visual symbol that represents a brand. It fosters instant recognition, establishes brand identity, and creates a memorable connection with the audience. A well-designed logo conveys the essence, values, and personality of the brand in a compact and memorable form. Q: How does branding go beyond a logo? Branding extends beyond a logo by encompassing a holistic strategy that shapes the entire brand experience. It extends to visual elements like color schemes, typography, and imagery, as well as verbal elements such as messaging and tone. Successful branding creates a cohesive and resonant identity that goes beyond a singular visual mark. Q: What is brand identity? Brand identity is the visual and verbal representation of a brand, including elements like logos, color schemes, typography, and messaging. A cohesive and strong brand identity fosters recognition, trust, and a distinct connection with your target audience. Q: How does a logo contribute to brand identity? A logo contributes to brand identity by serving as a visual representation of the brand's values, personality, and positioning. Q: Which comes first: logo or branding? In the branding process, a brand is established before designing a logo. The logo then becomes a visual manifestation of the brand's identity. Q: What are the different types of logos? Logo types include lettermarks, wordmarks, combination marks, pictorial, mascot, emblem, and abstract, each with unique characteristics and applications. Q: How does branding create a consistent brand identity? Branding creates a consistent brand identity by establishing cohesive visual and verbal elements, ensuring a uniform experience across various touchpoints. Q: Can a logo change while maintaining the same brand? Yes, a logo can change over time without compromising the brand, as long as the change aligns with the evolving values and identity of the brand. Q: Is a logo the most crucial element in branding? While a logo is crucial, it's just one element in a broader branding strategy. Successful branding involves a holistic approach, incorporating various elements for a comprehensive brand identity. Contact COLAB Los Angeles for Your Company’s Branding Needs While a logo is a crucial element of a brand's visual identity, it is just one component of a broader branding strategy. A brand encompasses the entire perception and experience that people have with a business. Successful branding involves creating a cohesive and consistent brand identity that extends beyond the logo, encompassing visual and verbal elements that resonate with the target audience. The interplay between a well-designed logo and a comprehensive branding strategy sets the stage for building a strong and memorable brand presence in the market. Contact COLAB Los Angeles if you need to develop your company’s brand, logo, or marketing materials. We have over ten years of experience working with ecommerce and small businesses, including branding, design, and digital marketing.
Marketing
2024-05-03
End of Third-Party Cookies: How To Collect Zero-Party and First-Party Data
End of Third-Party Cookies: How To Collect Zero-Party and First-Party Data 7 min to read As a marketer for an ecommerce brand or other business, you may have read that third-party cookies are being phased out because of privacy concerns. This has prompted a shift in the way brands collect and utilize data. As major browsers have phased out support, digital marketing strategies have had to include first-party and zero-party data. These types of data allow for personalized and privacy-conscious approaches. Let’s take a detailed look at how the end of third-party cookies will affect digital marketing, as well as how you can collect first-party and zero-party data to create personalized marketing efforts for your brand. Table of Contents: The End of Third-Party Cookies First Party Data Zero Party Data What is Second-Party Data? The Future for Brands: Focus on Personalization Frequently Asked Questions Contact COLAB Los Angeles for Marketing and Data Collection Strategies The End Of Third-Party Cookies What Is a Third-Party Cookie? A third-party cookie is a small piece of data stored in a user's web browser by a domain other than the one they are currently visiting. When you visit a website, you might see ads, social media buttons, or videos from other websites, also known as third-party domains. These elements are commonly found on websites and can set cookies in your browser. The cookies then track your activities across other websites. These cookies are commonly used for tracking and advertising purposes, allowing third-party entities, such as advertisers or analytics providers, to monitor users' online behavior across different websites. How Were Third Party Cookies Used In Advertising? For online advertising, third-party cookies played a pivotal role in targeting and personalizing ads. Advertisers could leverage these cookies to gather insights into users' preferences, interests, and online activities. This enabled the delivery of more relevant and targeted ads, contributing to a more personalized user experience. Why Are Third-Party Cookies Going Away? The decline of third-party cookies is primarily driven by heightened concerns over user privacy and increased regulatory scrutiny. As users became more aware of data privacy issues, there was a growing demand for increased transparency and control over how their online information is collected and used. Additionally, privacy regulations, such as the California Consumer Privacy Act (CCPA) and the evolving landscape of digital privacy standards, have pushed major browsers like Safari, Firefox, and Chrome to phase out support for third-party cookies. This shift aims to enhance user privacy by limiting cross-site tracking and prompting the industry to explore alternative methods for personalized advertising that prioritize user consent and data protection. First-Party Data What is First-Party Data? First-party data refers to the information that a brand collects from its visitors and customers as they use your brand's owned channels, such as websites, mobile apps, social media accounts, and email subscriptions. First-party data is considered the most valuable and reliable type of data as it comes directly from individuals who have willingly engaged with the brand. First-Party Data Examples: 1. Website Analytics: Website analytics is a prime example of first-party data as it involves tracking user interactions directly on a brand's website. Information such as page views, click-through rates, and user behavior is collected, providing valuable insights for personalized marketing strategies. 2. Email Subscriptions: When a visitor signs up for an email subscription, they are willingly providing their contact information, preferences, and consent to receive communications from a brand. This forms a direct and valuable relationship for personalized marketing efforts. 3. Purchase History: Purchase history includes details about products or services a customer has bought, providing valuable insights into individual preferences, buying behavior, and enabling personalized marketing strategies based on past transactions. 4. Social Media Engagement Data: Social media engagement data encompassing user interactions such as likes, shares, comments, and direct messages on a brand's social platforms. These insights aid in understanding audience preferences and tailoring personalized content for effective engagement strategies. How to Collect First-Party Data: 1. Implement Cookies on Your Website: Use first-party cookies to collect information about user behavior on your website. Once implemented, you can look at website analytics to track user interactions, analyze page views, and understand visitor behavior. This data helps you create personalized experiences and enhance marketing strategies based on user engagement insights. 2. Leverage Sign-Up Forms: By encouraging users to sign up for newsletters, memberships, or accounts, you gather valuable information directly from them, including contact details and preferences, forming the basis for personalized communication and targeted marketing efforts. 3. Analyze Email Subscriptions: By examining user preferences, behaviors, and interaction patterns with newsletters or promotional emails, your brand can build detailed profiles. This data becomes a foundation for personalized marketing strategies, fostering stronger connections with the audience based on their explicit preferences. 4. Utilize Social Media Engagement: Analyze likes, shares, comments, and direct messages to understand audience preferences. This data provides valuable insights for personalized marketing strategies, enhancing the user experience and fostering stronger connections through targeted content and engagement efforts. Zero-Party Data What is Zero-Party Data? Zero-party data is explicitly shared by customers with a brand, often through surveys, preference centers, or other direct interactions. Unlike first-party data, which is observed through customer actions, zero-party data is willingly provided by the customers themselves. This data is incredibly valuable as it reflects customer preferences, interests, and intentions, offering a deeper understanding of individual needs. Zero-Party Data Examples: 1. Preference Centers: Through interactive preference centers, customers explicitly share preferences, interests, and communication choices. This self-reported data improves personalization and strengthens the brand-consumer relationship based on informed and explicit choices. 2. Surveys and Questionnaires: Customers voluntarily share insights, preferences, and opinions, offering brands direct and explicit information. This self-reported data enhances personalization efforts and strengthens the brand-consumer relationship based on informed choices. 3. Direct Customer Feedback: Customers voluntarily express opinions, suggestions, and experiences, offering brands valuable insights into their preferences. This self-reported information enhances personalization and allows brands to tailor experiences based on authentic customer input. How to Collect Zero-Party Data: 1. Loyalty Programs Loyalty programs are a powerful avenue to collect zero-party data. Customers willingly share preferences and habits as they engage with the program, providing brands with valuable insights for personalized rewards and tailored experiences. 2. Interactive Content: Interactive content engages users through dynamic experiences, such as quizzes, polls, games, and surveys. It encourages active participation, enabling brands to collect valuable zero-party data as users willingly share preferences, opinions, and insights, fostering a deeper understanding of their audience. 3. Preference Centers: By providing users with interactive platforms to specify their preferences, interests, and communication choices voluntarily, brands can gather valuable self-reported information, enhancing personalization and strengthening customer relationships. 4. Surveys and Questionnaires: Collecting zero-party data through surveys and questionnaires involves designing thoughtful inquiries to obtain users' voluntary opinions, preferences, and insights. By encouraging active participation, brands can gather valuable self-reported data and enhance personalization strategies based on direct user input. What is Second-Party Data? While focusing on first-party and zero-party data, it's worth mentioning second-party data. This type of data is essentially someone else's first-party data that is shared with your brand through a partnership or arrangement. It involves a direct agreement between two parties, often in a transparent and mutually beneficial manner. Brands can explore second-party data partnerships to augment their understanding of the customer base and expand their targeting capabilities. The Future for Brands: Focus on Personalization Collect First-Party Data Collecting first-party data should be a priority for brands looking to personalize their marketing efforts. This involves tracking user behavior on owned channels, such as websites and mobile apps, and utilizing this data to understand customer preferences. Use CRM Tools Customer Relationship Management (CRM) tools are invaluable for organizing and managing first-party data. These tools enable brands to create detailed customer profiles, track interactions, and personalize communication based on individual preferences. Use Contextual Advertising With the decline of third-party cookies, contextual advertising is gaining prominence. This approach involves placing ads based on the context of the content rather than relying on user data. By aligning ads with the content context, brands can reach their target audience effectively. Create Quality Content High-quality, relevant content is a powerful tool for engaging audiences and encouraging them to share zero-party data willingly. Content that adds value to users' lives can foster trust and motivate users to provide information about their preferences and interests. Use Privacy-First Personalization Technology Investing in privacy-first personalization technology ensures that brands can deliver personalized experiences while respecting user privacy. Technologies that prioritize user consent and comply with data protection regulations are essential for building and maintaining trust. Frequently Asked Questions Q: What is the significance of the end of third-party cookies? The end of third-party cookies is significant as it limits the ability of advertisers to track users across different websites for targeted advertising. This shift necessitates a focus on collecting first-party and zero-party data for personalized marketing. Q: How can brands collect first-party data? Brands can collect first-party data by implementing cookies on their websites, leveraging sign-up forms, conducting customer surveys, and monitoring social media engagement. Q: What is the difference between first-party data and zero-party data? First-party data is observed through user actions on owned channels (websites, apps, social media accounts), while zero-party data is explicitly shared by customers through surveys, preference centers, or interactive content. Q: How can brands use CRM tools for personalization? CRM tools enable brands to organize and manage first-party data effectively. Brands can create detailed customer profiles, track interactions, and personalize communication based on individual preferences. Q: What is contextual advertising? Contextual advertising involves placing ads based on the context of the content rather than relying on user data. It aligns ads with the content context to reach the target audience effectively. Contact COLAB Los Angeles for Marketing and Data Collection Strategies As your brand navigates the post-third-party cookie era, the focus on collecting first-party and zero-party data is now a priority. Contact COLAB Los Angeles for implementing effective marketing strategies your brand can use to deliver personalized and relevant experiences to your audience.
Marketing
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