Social media, in terms of business marketing, has completely skyrocketed in the past 25 years. Starting as a place to connect with friends, social media has now become a primary tool for over 96% of all businesses to promote their brands, share expertise, build trust and personality, and establish themselves as a reliable source that directly engages with their audience. With so many different platforms, which is best for your business?

Your answer can depend on many things. What is your approach or goals as a business? Who is your audience? What is the type of content you’re willing or able to create? All these components matter to create the best possible version of your company with a transformed marketing strategy. So, which are worth considering?

Platform #1: LinkedIn

With more than 67 million companies and over 1 billion members, LinkedIn is the largest professional networking platform. LinkedIn is known for business connections, professional brand building, enterprise growth, and more. This platform works great for B2B companies specifically, meaning it is great for sales pitches, strong for sharing blog posts, and allows space for many articles and paid ads that target based on your industry and profession.

LinkedIn is more than just sales pitches; it creates a space for sharing helpful tips and humane marketing strategies through those blogs and articles, which helps build trust and credibility for users.

Your company’s first post matters. Encourage all members of your team to contribute to the company by using their personal profiles as well, building even more trust. Commenting on others’ posts makes your company more visible and builds relationships with other companies, so stay on the grid.

Although LinkedIn provides a stable platform for networking, like any other social media platform, companies need to consistently post to stay noticed. Therefore, it is not ideal for casual brands, and engagement may be slower. Post to stay popular!

Platform #2: Instagram

If your company’s specialty is brand aesthetic and building culture, and you’re strong in visual appeal, Instagram is the way to go. This site allows users to experience a brand’s personality and culture, not just its products. Instagram lets followers ask, Do I like what I see? Knowing this, creating a solid brand presence is key. Your feed should reflect your brand; it will be the first thing someone sees, a first impression of your company. Making your feed reflect your brand’s aesthetic and values makes a visual appeal to your products like no other, shaping perspective! Instagram provides opportunities for reels, stories, collabs, and brand-building, which can highlight your company to connect emotionally with customers.

This platform is a go-to for all company sizes! Don’t be afraid to share behind-the-scenes, transformations, tips, and tap into trends. Instagram lets you make time-sensitive stories and promos as well, which makes people feel more inclined to interact when given limited time.

Each post must be eye-catching, which requires constant posting and creates competitiveness, so stay on top of it.

Platform #3: TikTok

TikTok is the most rapidly expanding social media platform today, gaining 1.5 billion monthly users who are generally a younger audience. This platform is best for digital marketing, being known for its short video clips, which keep the attention of viewers, making it extremely engaging. People rely on TikTok for entertainment, discovering products, and watching new creators, so don’t make your post boring. Interesting intros and visual hooks are ideal for a viral post.

TikTok gives brands high potential to introduce their products to a new audience, and with short videos, companies seem less professional and form a relatability that’s unique to other sites. TikTok lets you socialize and comment on others’ posts, and as a brand, it makes you more visible.

Don’t be afraid to participate in popular trends! That is what keeps your business well known, but make sure it fits what your brand wants to sell. Share tutorials, fun facts, transformations, influencer reviews, and more to make sure you’re sharing the back side of your company as well.

A last tip: make use of TikTok Shop. Creators can promote their products and provide direct links for users to buy efficiently and affordably, boosting sales.

Trends are not permanent. Small videos can keep users’ attention, but it is easy to scroll past, so make sure your company stands out and stays relevant.

Find The Perfect Match

Choosing the right platform comes down to knowing your audience, your brand’s strengths, and your content capabilities. Determining between a professional, visual, or trendy look, each social media platform provides a unique approach to connect, so know your business.

I used to think that hashtags were merely used for decoration. I thought that they were just there to make a post look pretty or act as a hook for users. To me, using them didn’t seem as important as the actual post, but then I realized how wrong I was. Throughout my internship at Front Porch Marketing, I have learned three important facts about hashtags and their proper uses in marketing:

Hashtags are more about discovery than decoration

While hashtags may add character to a post, they are meant for more than just decoration. They are there so that users like you and me can search for posts through specific categories and tags. It is important to make use of this when tagging posts so that you can market your content to the right audience.

Make a Cheat Sheet

There is no need to make things harder for yourself. Therefore, keep a list of the ones that have the most reach in relation to your company or brand. This will certainly help you keep track of the hashtags that work best in spreading out your content to the people you want to see it. When you write down your favorite ones, make sure to put the follower count or number of posts. Doing this helps you see what kind of reach each hashtag has before you add it to your post.

Be Smart About Which Hashtags You Use

Hashtags have a tendency to include a multitude of subcategories. So it is important to be mindful of which tags you include in your posts and how they relate to your company. It is also important to check the amount of posts a hashtag has, or the number of people that follow it. This way, you can make sure that your posts are reaching a widespread audience that is interested in what you are offering.

Final Thoughts About Hashtags

I used to not think hashtags were very important. But by working with Front Porch Marketing I realized their importance and how to properly use them to reach the right audience. This internship completely changed the way I look at hashtags. Overall it has taught me important lessons when it comes to using them for social media content.

Over the last few weeks, business owners and leaders have contacted us to assist with search engine optimization (SEO) initiatives. Two companies were working with agencies and noticed their results month over month were decreasing. They asked us to do an audit of activities and give a recommendation.

Two businesses were looking for a SEO partner. The leaders of these companies were brilliant business leaders running successful companies. However, upon further discovery, their budgets didn’t meet their expected outcomes.

Success Can Be Realized With SEO and Paid Digital

Be aware that there is a minimum threshold for advertising spend as well as agency management of campaigns, campaign creative and content development. We found that there was little understanding of this by business leaders. Education is needed.

A quote from a recent prospect that floored us for many reasons, “We were blindsided by our agency shutting down. We have had the last five companies end up like this agency, a 3–6 month ramp up and either the company evaporates or the person that was with the company quits.”

And the last bit that was most alarming, “The agency said if they ever closed their doors their plan and progress will be easy to transfer.” If this is ever in any contract with an agency partner, y’all, please don’t sign. Walk away. Walk away fast.

SEO Initiatives Are More Complex Now For Several Reasons

SEO is constantly changing, so approaches need to pivot too. Here are some of the more recent developments in SEO:

• AI-driven search:
  • Google’s AI Overview (AIO) and other AI-powered answer engines provide direct answers and summaries. This means users do not have to click through to websites. And click-through rates (CTR) have declined. Expertise and Quality: Expertise, experience, authoritativeness, and trustworthiness (E-E-A-T) are now king. AI-driven search engines prioritize high-quality, authoritative content that demonstrates.
• Voice search: This is increasing as well as visual search means new strategies and skills that some agency teams are lacking.
• Saturation of content: There is no lack of content on the internet. Unique content that aligns with user intent is critical.
• Established brands: These companies have massive advertising budgets. They dominate search.

At Front Porch, we start with your brand architecture. A brand is shaped by three primary factors: who you are, who you aspire to be, and how your audience perceives you.

We Believe in These Pillars For Successful SEO Marketing

Consistency: Consistency and clarity across every touchpoint strengthen brand equity.

Collaboration: Collaboration with our clients is paramount. We are at our best when we work alongside you in your business and understand what is happening in the day-to-day business.

Communication: Timely communication and turnaround will be important to make our partnership successful.

We Recommend Fewer, Deeper Strategic Tactics

You have limited resources — time, money, etc. We understand that. That is why less is more. Deeper focus on fewer marketing initiatives results in business success. This is a proven, tried and true methodology that ensures success in the long term. But with limited budgets and fewer initiatives, the momentum could take longer.

However, if you provide us with a budget and that budget won’t result in success in the initiative you are proposing, we will tell you. We won’t invest your money knowing there will not be the return expected.

Be Prepared for SEO of the Future, Now

The SEO industry is experiencing significant transformation. Find a partner who is embracing AI. Also, make sure they provide the highest quality and unique UX experiences and content. Last but not least, don’t invest in this strategy if you don’t have the budget to compete.

The words around us constantly influence our decisions. For example, seeing a bold “SALE” sign in a store window might pull you inside. A coffee shop promoting a seasonal drink as “limited time only” could tempt you to try it over your usual order.   

In crowded, competitive markets, how you communicate your message matters more than ever. Clear, compelling copy is a powerful tool for standing out—whether it’s through humor, surprise or helpful information. But it’s equally important to know how to adapt your message to the platform you’re using and the audience you’re speaking to. 

Social Media Messaging

Social media is one of the most powerful branding tools available. While these platforms offer freedom and reach, they also come with challenges. Without understanding how users engage—keeping in mind their attention spans, trends and algorithms—your posts may miss the mark.  

Instagram: As one of the most visual platforms, Instagram prioritizes imagery. Keep tile copy minimal and visually cohesive. Captions should be concise and easy to skim—emojis, line breaks and short sentences go a long way. Avoid long paragraphs that cause viewers to scroll past. 

LinkedIn: LinkedIn calls for a more professional and educational tone. Long-form posts are encouraged, but you still need to grab attention in the first two lines due to the “See more” cutoff. Think of your copy as a mini article: lead with value, avoid being too casual and support your credibility with relevance.  

Website Copy

Website copy often requires more depth, but that doesn’t mean more words. Online attention spans are short, and walls of text can overwhelm visitors. Prioritize clarity, hierarchy and usability.  

Your website should:  

• Guide users toward a clear call to action.  

• Speak in plain, compelling language.  

• Use SEO strategically—integrate relevant keywords naturally without sacrificing tone or flow.   

The goal is to help visitors understand who you are and what they should do next, quickly and confidently.  

Print Communication

While digital media dominates, print still plays a key role in branding. Unlike online content, print doesn’t allow for clickable CTAs—so your message must make a strong impact.  

Focus on:  

• A strong, clear headline.  

• Supporting copy that’s scannable and organized.  

• Thoughtful layouts and information hierarchy.  

Remember that your flyer, brochure or postcard might end up pinned to a bulletin board, sitting on someone’s desk or even hung up on a fridge. Make every word count—it might stick around longer than a digital post.  

Before writing your next piece of copy, consider two things: who you’re talking to and where they’re seeing it. The more you tailor your message to the platform and the audience, the more effective it is. Start with a clear core message, reinforce it across formats and make your call to action easy to find—and even easier to follow. 

Are you an online researcher like me? One of the first things I do when considering a new purchase is read what other people have to say. Real people, real experiences. For full transparency, before 8 AM the day I wrote this post, I’d already read customer reviews for an eye cream, a dog groomer, and an activity for my kids… priorities! 

What people say about your small business matters. Before buying, booking, or signing a contract, most customers look for proof they’re making the right choice. That external validation is where client testimonials shine — and why they’re such a powerful marketing tool for small business growth. 

Testimonials Build Trust and Credibility 

Polished marketing materials, slick content, beautiful photography — all great. But none of it carries the same weight as a real customer sharing their experience. When potential clients see others speaking positively about your small business, it builds trust. For your existing customers, it reinforces their decision to work with you again. 

Bringing Your Brand to Life 

Client stories give your business a face. They help people connect to your mission and vision by showing how your work impacts real people. It makes your brand feel approachable and relatable – qualities that help your small business stand out from the competition. 

Encouraging Client Engagement

Often, customers who’ve had a great experience are happy to share it — they just need to be asked. Testimonials give your clients a chance to engage with your brand and feel like part of your success story. In turn, you strengthen those relationships by showing their feedback matters. 

Social Proof in Action 

Testimonials are firsthand accounts from people who have nothing to gain by recommending you. That outside perspective holds weight with potential customers and validates their own decisions. We all like feeling confident that we chose the right CPA, dentist, real estate broker or dog groomer. Client testimonials help deliver that reassurance.

Testimonials Grow Online Visibility 

Positive interactions with your brand across the web boost search engine marketing rankings and make it easier for people to find you. Incorporating client testimonials into your online marketing presence — website, social media, directories — expands your digital marketing footprint and strengthens your credibility. 

Fueling Content Creation 

Client testimonials are ready-made content. They can be shared in so many ways — on your website, social media, in proposals, case studies, videos, presentations — adding authentic, relatable proof of the work your small business does.

Boosting Internal Morale

Lastly, testimonials aren’t just good for marketing — they’re good for your team. Positive feedback reminds everyone their hard work is appreciated. It’s easy to focus on challenging projects or the occasional hiccup; hearing directly from happy customers can be the boost everyone on your team needs. 

At home and at work, we’re making decisions every day about where to spend our money — and we’re influenced by what others say. Client testimonials give your small business the chance to showcase those positive experiences, build trust and strengthen your brand. 

Spring is the season of growth and renewal — a perfect time to take a fresh look at your marketing strategy and the channel mix you’re using. Just like you’d diversify a garden to ensure a healthy harvest, your marketing strategy needs a mix of channels to thrive. If you’re pouring all your time, budget, or energy into one platform or tactic, you might be missing out on bigger opportunities — and leaving yourself vulnerable.

Channel diversification matters. So learn how to spot overdependence on one channel and what you can do to grow a more balanced, resilient marketing mix.

The Risks of a One-Channel Strategy

Putting all your golden marketing eggs in one basket can feel safe — especially when that channel is performing well. But algorithms change, audience behaviors shift, and platforms rise and fall. If your business relies heavily on a single social media platform, email list, or ad network, you’re one update away from a major disruption.

Common signs of over-reliance:

• Most of your website traffic or new business leads come from one source
• Your engagement drops significantly if one channel underperforms
• You haven’t experimented with new platforms or tactics in over 6 months

The Benefits of Channel Diversification

1. Reach new audiences: Different platforms attract different demographics. Expanding your reach across channels means reaching more potential customers.

2. Mitigate risk: If one channel takes a hit — due to algorithm changes, ad costs, or even a platform outage — you’ve got others to lean on.

3. Learn what works best: Diversification allows for better testing and experimentation. You might discover that your audience responds better to email storytelling than paid search, or that blog posts drive more qualified leads than Instagram.

4. Strengthen your brand: A presence across multiple touchpoints increases brand recognition and builds trust. It adds depth to your brand’s personality. Your brand becomes more than just “that company on LinkedIn.”

Alternative Channels to Consider

• Email Marketing: Email marketing is still one of the most effective and underutilized channels for direct communication.
• Podcast Interviews, Sponsorships or Advertising: Reach niche B2B or B2C audiences where they spend uninterrupted time.
• SMS/Text Campaigns: SMS marketing is quick, direct, and surprisingly effective when used with consent, consistency and care.
• Community Platforms: Slack groups, Discord, or industry-specific forums where conversations already happen about your industry, product, or brand.
• Content Syndication: Republish or distribute your best blog content to new audiences through third-party sites.
• Offline Tactics: Direct mail, branded events, or pop-up experiences still create memorable brand impressions.
• Media Relations: Establishing your brand as a voice of authority in industry newspapers and magazines with a solid media pitch

How to Start Diversifying

1. Audit your current mix: Where is your traffic and engagement actually coming from? What channels are underperforming or neglected?
2. Choose one new channel to explore: You don’t need to launch everywhere all at once. Pick a channel that aligns with your audience and test it intentionally.
3. Repurpose smartly: You don’t need to create new content for every channel. Repurpose blog posts into videos, webinar snippets into social posts, or long-form reports into email series.
4. Measure, refine, repeat: Set clear KPIs for each new channel and compare results. Continue to refine your mix as you gain new insights.

Make Your Brand Channel Resilient

The more varied and strategic your marketing approach, the more resilient your brand becomes. So this spring, take a cue from the season: plant new seeds, test new soil, and watch your marketing bloom in unexpected places. Just remember: marketing, like gardening, rewards those who think ahead and stay adaptable.

Have you tried a new channel recently that surprised you with results? We’d love to hear about it on The Porch!

B2B marketing makes use of many traditional content formats: white papers, case studies, e-books. These are the bread and butter of traditional B2B marketing. They work, but they aren’t exactly setting the world on fire. Today’s B2B buyers are still people, and people crave engaging, dynamic, and diverse content experiences. If your brand wants to stand out, it’s time to think beyond the white paper. Explore some of these unconventional B2B content formats that not only capture attention but also build relationships, foster trust, and drive action.

Podcasts: Thought Leadership in an Audio Content Format

B2B decision-makers are busy, and podcasts offer a hands-free way to consume content on the go. A branded podcast can position your company as a thought leader, provide industry insights, and foster deeper connections.

Why it works: Podcasts humanize your brand and give it a voice (literally). They create an ongoing conversation with your audience and can feature clients, partners, and internal experts.

Try this: Start a series focused on common industry challenges, invite guest experts, or spotlight customer success stories.

Interactive Tools and Calculators

Rather than telling potential customers how much they can save or improve with your solution, show them. Interactive tools—like ROI calculators, diagnostic quizzes, or self-assessment tools—engage your audience and provide immediate, personalized value.

Why it works: These tools make your content actionable and offer instant insights tailored to your audience’s specific needs.

Try this: Develop a “Readiness Assessment” tool or an ROI calculator that demonstrates the tangible benefits of your service.

Data Visualizations and Infographics Content Formats

B2B buyers are often inundated with data. Help them digest complex information quickly with visual content like infographics, charts, and data visualizations.

Why it works: Visuals make data easier to understand and more shareable. They turn dry stats into compelling stories.

Try this: Create a series of infographics that break down industry trends, benchmarks, or survey results in an easy-to-read format.

Video Content Formats (That Aren’t Webinars)

Video isn’t just for B2C brands. Short, engaging videos can explain complex products, showcase case studies, or introduce your team.

Why it works: Video is more engaging and digestible than long-form content. It builds trust by putting faces to your brand.

Try this: Create customer testimonial videos, behind-the-scenes looks at your company culture, or explainer videos that simplify your offerings.

Memes and GIFs: Lightening Up B2B

It sounds risky, but done right, memes and GIFs can add personality to your brand and make your content more relatable. Even in B2B, humor has a place.

Why it works: Humor humanizes your brand and makes your content more approachable. Just make sure it’s appropriate for your audience and industry.

Try this: Use GIFs in email campaigns or sprinkle memes into your social media to highlight common industry frustrations (and how you solve them).

Virtual Events and Experiences as a Content Format

Webinars are a staple, but virtual events like interactive workshops, networking mixers, or virtual roundtables can create richer experiences.

Why it works: These formats encourage real-time engagement, build community, and offer more opportunities for personalized interaction.

Try this: Host an invite-only virtual roundtable for industry leaders or offer live Q&A sessions with your product team.

Try New Ways to Reach Your Audience with Unconventional Content Formats

The days of relying solely on white papers and case studies are behind us. Today’s B2B marketers have more tools than ever to create engaging, innovative, and unexpected content that resonates.

By embracing formats like podcasts, interactive tools, and even memes, B2B brands can meet their audiences where they are, deliver value in new ways, and stay top of mind in a crowded marketplace.

Most people associate direct-to-consumer (DTC) marketing with eye-catching branding, emotional storytelling, and engaging social media tactics. Meanwhile, B2B marketing often leans on logical arguments, technical details, and dry case studies. But what if B2B brands borrowed some of the best tactics from DTC companies?

By applying DTC strategies, B2B brands can create more engaging, memorable, and impactful marketing. Here’s how.

Build a Brand, Not Just a Business

DTC brands focus on identity and emotion. Many B2B brands focus too much on their product and not enough on their brand identity.

Example: Just think of how some of these companies — like Chewy, Hims & Hers, and Warby Parker — have cultivated strong brand personalities.

Key takeaway: Develop a strong, recognizable brand voice, mission, and aesthetic  — something that resonates beyond just your product or service. B2B customers want to buy from brands they trust and connect with, not just vendors.

Humanize Your Messaging Like a DTC Brand

DTC brands speak to customers, not at them, using casual, relatable language. In contrast, B2B marketing often defaults to corporate jargon and overly complex messaging.

Example: Instead of saying, “Our enterprise solutions optimize workflow efficiency,” say, “We help teams work faster and smarter — without the headaches.”

Key takeaway: Write like a human, not a business textbook. Buyers are still people, even in B2B.

Prioritize Customer Experience, Not Just Sales

DTC brands thrive on seamless, enjoyable experiences—from website UX to packaging to post-purchase engagement. B2B buyers also expect ease and efficiency, yet they often deal with clunky websites, slow response times, and uninspired content.

Example: Slack disrupted the enterprise communication space not just with a great product but with an intuitive design and customer-first mindset.

Key takeaway: Treat every touchpoint like an experience, not just a transaction.

Leverage Social Media Beyond Just LinkedIn, Like a DTC Brand

DTC brands dominate Instagram and TikTok — not just for selling, but for building a community. B2B brands often limit themselves to LinkedIn and corporate blog posts.

Example: Shopify’s playful and engaging social media presence on multiple channels, which makes business content feel accessible and fun.

Key takeaway: Don’t be afraid to show personality and engage where your audience spends time.

Focus on Storytelling Over Features

DTC brands make their customers the hero of the story (e.g., Nike’s “Just Do It” campaigns). B2B brands, on the other hand, tend to list features instead of crafting a compelling narrative.

Example: Instead of “Our CRM software has AI-driven analytics,” say, “Imagine cutting your admin time in half so you can focus on growth.” For our B2B client Integrated Advisors Network, we create on-going stories featuring IAN advisors. These stories are relatable and demonstrate the passion and drive that their advisors have for their own businesses that IAN helps support.

Key takeaway: Lead with the impact your product has, not just its specs. What’s in it for your customer? How are you making their lives better?

DTC Brands Embrace Video and Interactive Content

DTC brands lean heavily on short-form videos, influencer collaborations, and interactive content to capture attention. B2B brands still rely too much on static PDFs and lengthy white papers. Can that information pivot into a more entertaining, relatable format?

Example: HubSpot creates bite-sized, engaging video content for YouTube and social media rather than relying solely on long-form blog posts.

Key takeaway: Experiment with video, interactive quizzes, and engaging formats to make your content more dynamic.

Win Like a DTC Brand

B2B marketing doesn’t have to be dull, robotic, or overly complicated. The best DTC brands win because they connect emotionally, simplify messaging, and create unforgettable customer experiences. By borrowing these tactics, B2B brands can stand out, engage their audience, and drive long-term loyalty. This year, think about: What’s one DTC marketing tactic you think could work for your B2B brand?

First of all, a strong logo is a crucial part of branding, but it’s not the full picture of your marketing communications. Many businesses stop after getting a logo designed, thinking they’re set for success. In reality, a logo is just the foundation of your brand home — it’s what you build up around it that creates a memorable and effective brand.

So, what marketing communications do you actually need to support your brand and ensure consistency across all touchpoints as well?

Key Elements Beyond a Logo

1. Brand Messaging & Brand Voice Guidelines

Your visual identity is important, but your brand voice is what gives your business personality. In reality, a well-defined brand voice ensures consistency and a cohesive message across all platforms, from social media posts to email campaigns. Overall key elements include:

• Mission statement: why does your brand exist?
• Core values: what principles guide your business?
• Tagline or brand promise: a short, memorable phrase that sums up your brand.
• Tone of voice: should your brand sound professional, playful, authoritative, or conversational?

2. Website & Digital Presence

Your website is often the first impression people have of your brand. After all, it’s your digital office. Therefore, welcome people in! A well-branded website might include:

• Consistent typography and color palette: match and support your logo.
• Clear, compelling copy: speak to your audience’s needs.
• A strategic homepage: immediately communicates what you do and why it matters.
• SEO-optimized content: help people find your brand online when they type into a search engine.

3. Social Media Branding

Every social platform is an opportunity to reinforce your brand identity with digital marketing communication. Beyond using your logo as a profile picture (avatar), you could create:

• Branded cover images & templates: for posts and stories.
• A defined content style: are your posts inspirational, educational, or entertaining? Are you using video marketing?
• Consistent brand voice: build recognition and trust over time with captions and responses.
• Content calendar: plan your posts in advance to leverage business milestones.

4. Business & Marketing Collateral

Next, your brand needs to be cohesive across every touchpoint, including physical and digital marketing materials. Even small details like branded invoices or packaging inserts help reinforce your identity. In this category, some must-haves include:

• Business cards: still a powerful networking tool.
• Brochures or one-pagers: great for in-person meetings and events.
• Pitch decks or presentations: professionally designed slides make an impact.
• Email signatures: a small but powerful branding opportunity.

5. Email & Advertising Templates

Every ad or email you send is a chance to build brand recognition. Therefore, consider:

• Branded digital templates: for newsletters, and sales promotions.
• Consistent print and digital ad creative: again, match your brand colors and tone.
• Landing pages: continue the look and feel of your website, but for special events, promotions or initiatives.

6. Customer Experience Touchpoints

Looking past marketing materials, your brand should next be reflected in every customer interaction — even how you greet customers in-store or on calls. So in addition, consider branding elements:

• Customer service responses: Branded email templates and a consistent tone.
• Packaging design: Unboxing experiences create lasting impressions.
• Automated messages: Order confirmations, appointment reminders, and follow-ups.

7. Unconventional Marketing Communication Touchpoints

Finally, beyond the usual marketing materials, some of the most memorable brand moments happen in unexpected places. Sometimes, the smallest details leave the biggest impression. In short, the more your brand feels alive across all touchpoints, the stronger the connection with your audience. Hence, here are some unique ways to reinforce your brand identity:

• Branded Wi-Fi Network Name: If you have a physical location, renaming your guest Wi-Fi to something fun and on-brand (e.g., “Caffeinated_WiFi” for a coffee shop) adds a small but clever touch.
• Custom Hold Music or Voicemail: Instead of generic hold music, why not reinforce your brand’s personality with a custom message or a carefully chosen playlist?
• Unique Job Titles: Instead of “Customer Service Rep,” what about “Customer Happiness Hero”? Use titles to reinforce brand personality. Indeed, just ask Julie, our Chief Rocker.
• Branded Auto-Responses: Even automated out-of-office emails or chatbots can carry your brand’s tone. So instead of “We’ll get back to you soon,” we might say something fun, like, “We’re out on the Porch—expect a reply in 24 hours!”
• Surprise & Delight Moments: Send an unexpected thank-you note, add a quirky Easter egg to your website, or include a handwritten note in a shipped package to make your brand feel more personal.

Marketing Communications Can Help Build a Cohesive Brand

A logo is just the start of your brand’s identity. So overall, to build recognition and trust, you need a fully developed marketing communications strategy that extends across every platform and touchpoint. By creating consistency in visuals, messaging, and customer interactions, you ensure that your brand isn’t just seen — it’s remembered.

The Super Bowl is one of the biggest sporting events of the year, drawing in millions of viewers worldwide. Even if your team didn’t make it, the game offers something that everyone can look forward to: commercials. Super Bowl commercials have become a main talking point in pop culture, with some people caring more for the ads than the game. Since these ad placements are such a big investment, companies are very particular about the message they want to share. There are many lessons to be learned from some of the most successful Super Bowl ads in past years.

Emotion Drives Engagement

Just like any good story, most Super Bowl commercials center around a well-developed plot. The Farmer’s Dog delivered one of the top-rated ads in 2023, showing the story between a girl and her dog. The ad highlights their evolving relationship, tapping into the ‘dog is man’s best friend’ theme to evoke an emotional response.

A campaign can benefit from targeting emotions. Depending on your product, your message, and your brand voice, the emotions you focus on may vary. But ultimately, audiences are more likely to remember information when it’s given to them as a narrative, especially if they feel personally connected to the storyline.

Sometimes Risks Pay Off

Since so many companies put their all into Super Bowl ads, it may seem difficult to take a risk. In reality, many successful commercials have appealed to viewers by surprising them. Tubi’s commercial in 2023 sent viewers into mass panic with a design that looked like someone was changing the channel. Even though the prank only lasted for a few seconds, viewers expressed online the stress they felt while scrambling for their remotes.

Even though people had mixed feelings toward Tubi after that commercial, it is still talked about two years later. Tubi took a different approach from relying on humor or emotion to grab viewers’ attentions. Similarly, marketers shouldn’t be afraid to push boundaries in their campaigns. When they assess potential outcomes, the buzz from a bold campaign can attract more attention and curiosity.

Cross-Media Consumption

For many viewers, a TV won’t be the only screen they’re focusing on during the game. Audiences have become more likely to watch the game while also focusing on their phones, laptops or other devices. With the increasing impact that social media has on consumers, as well as the desire to reach new audiences, companies have started to expand their Super Bowl campaigns to different platforms. For example, Olay’s 2020 commercial aimed to inspire women to “Face Anything,” incorporating celebrity cameos and emotional storytelling to drive the message. Olay encouraged viewers to use the hashtag #MakeSpaceForWomen on social media, vowing to donate one dollar (up to $500,000) for each use in a given time frame. This not only increased Olay’s impressions and audience engagement, but significantly strengthened their brand image.

It’s important for companies to know where their audiences are engaging with content online. Understanding different platforms and media outlets ensures that your message is reaching as much of your target audience as possible. Like the Olay commercial, this may go past simply posting the same content across channels. Giving users interactive opportunities makes them feel involved with the brand and the message your campaign hopes to convey. Fostering that feeling of community is key to increasing retention rates and building trust with your consumers.

Like Super Bowl commercials, marketers should hope that their efforts generate positive buzz for and increased attention on their client or company. Giving viewers an experience they’ll remember is crucial to improve engagement and push your message. Even if you’re not developing a campaign for the big game, it’s important to give each project the same care and attention to detail. Trust in your work and produce content that you, as a consumer, would be excited to talk about.