A brand guide is not set in stone. Brands evolve. They're updating their logo, their colors, their voice, and the feel they want to create. Advertising Continue reading below Take for example Old Spice. Prior to 2008, Old Spice had done little to change its brand in almost 70 years. Banner Design As a result, the company struggled to resonate with the younger demographic – as the products were widely marketed as a fancy deodorant for older men. All that changed with the “Swagger” campaign. Partnering with Wieden + Kennedy, Old Spice threw away the playbook and rebuilt the Banner Design brand image from the ground up. While maintaining the same roots in class and manliness, Old Spice has completely changed its style guide and voice to resonate with young customers.
You've probably seen some of their bizarre Banner Design (but memorable) commercials on TV. The main thing is this: Brand voices have a shelf life. Sooner or later, yours - or your customers' - will feel outdated, outdated, and out of step with the customers you want to attract. Understand who your current customers are (or should be). See how they interact with brands and Banner Design what kind of message ignites a fire under them. Advertising Continue reading below If your website copy isn't matching your results, it's time to revamp it. 6. The original copy was written on a shoestring Banner Design budget For startups and small businesses working on a shoestring budget, the copy is usually the component that gets the lowest price. Clear and simple, exceptional word writing doesn't come cheap.
You can look at a witty headline or paragraph on a Fortune 500 website and say to yourself "Oh, I could type something like that in five minutes!" In reality, a professional (well-paid) copywriter and brand strategist has probably spent hours Banner Design creating hundreds of text variations, done multiple rounds of revisions, and faced a bunch of rejection along the way. When you created your website, it might have seemed like a viable option to find a freelance writer to create your web copy for $10/page. Ninety-nine times out of 100, the results aren't going to knock Banner Design your customers off - to put it mildly. Never forget that your website is the digital core of your business. Advertising Continue reading below If you have a larger budget than the first time around, investing in professional, succinct copy will definitely pay off.