How do you know when its time to rebrand?  Maybe you know that something is not quite right about your brand strategy. Perhaps your brochure copy sounds a little clunky and stale. Or your logo does not render well on mobile devices. Maybe the overall design of your website seems, well, old.

A rebrand can be a time-consuming (and potentially expensive) process.  Before you jump in, ask yourself a few key questions.

Photo by Austin Chan on Unsplash

Does your brand look dated?

Design trends come and go. What worked for your company in say, 2006, might not work for your company now – especially if part of the crux of your business is offering the latest technology or ideas. The Apple logo is a perfect example.

Has your product or service changed?

Where you started out as a company might not be where you are now. A few years and a couple pivots later, your company might offer a totally different set of products or services. Does your brand reflect everything you offer today?

When Amazon first started, they were an online purveyor of books. Now they are an online (and offline) purveyor of everything. And their brand has evolved to reflect that change.

Has your customer changed?

Kids these days. With the hair, and the clothes, and their insistence on disposable furniture… Now, before we jump on the “Millenials ruin everything” bandwagon, consider this:

• Less than 60% of Americans live in the same state they were born in. That may seem like a lot, but according to US Census Data, it was almost 70% in 1950.
• People born between 1990 and 2000 are now more than 2.4 times more likely than the average American to be paying off student loans, and have a median income of $24,973; older millennials’ median income is still just $47,854.

How One Generation Changed The Way We Think About Furniture. Buzzfeed.com 

I can see why Millenials would prefer to buy a dresser from Ikea, rather then a matching bedroom set from their local furniture store.

Have your customer’s tastes and aspirations changed? How do they like to communicate? Does your brand speak to where your customer is now, or where they were 20 years ago?

Ultimately, when your brand doesn’t reflect who you are, it’s time to make a change. Is it time for a rebrand?

Ah … summer approaches with new business happenings and the sounds of the beach in our ears. We love this time of year on the Porch. The days are long, the sound of little Porch Rockers fills the air and we feel a summer six pack is in order!

Friends, are you ready for summer?

Pull up a chair, will you?

Our Summer Six Pack of New Business Happenings:

Dr. Stephen Covey taught us to, “Diagnose before you prescribe,” which is a simplified reason why you need internal research for your business. Also, the adage, “You don’t know what you don’t know.”

The internal research process in a branding or re-branding effort gives an honest evaluation via an outside, unbiased third party of your strengths and weaknesses so you can dig into your brand’s core.

After all, the worst thing you can do for your brand is to market a promise that can’t be delivered.

Is there another way for you to know that your brand strategy, promise, positioning and message are going to be on target?

Internal Research On Target

Internal research allows us the ability to monitor quantitative and qualitative results and provides a foundation for our decisions. It removes personal bias and places the focus on tangible data.

The internal research process also builds internal alignment and engagement. Folks take ownership of your brand’s progression. Your team becomes brand champions.

Here’s a glimpse into questions we ask during internal research:

1. Tell me about yourself and your specific role within the company?
2. How long have you been with INSERT BRAND?
3. What do you believe current customers/clients think of INSERT BRAND?
4. What does INSERT BRAND do for customers/clients that others do not?

Not rocket surgery or brain science? Now, why would we put that bit on our blog and share on social media?

We on the Porch know a thing or two about internal research. Our seasoned, experienced team has been in-house as corporate, regional and field marketing as well as been in leadership positions at global and local agencies.

Think of us as your marketing department. We can help with branding. Our team can develop marketing strategies and plans. Our experts also execute on an on-going or project basis – website updates, identity refreshes, collateral development, advertising campaigns, event and trade show management and execution, email marketing, social media and so on and so on.

“Cuz you know what they say:” Here in the South, we don’t hide crazy. We parade it around the front porch and give it a cocktail.

In 2000, when I was young and an idealist, I was working at an agency. The principal there had a mantra: “In marketing there are three ways to do things – good, fast and cheap – you can pick two.”

I didn’t get it, and for years, I tried to prove the pick two mantra wrong, without success.

Today, and hundreds of projects later, here is my official acquiescence and nod to the marketing professional that laid this out so succinctly.

The mantra is true. You cannot achieve good, fast and cheap. You must pick two.

I find this mantra is true across many spectrums. Case in point: I love to cook. Let’s take this approach and apply it to cooking:

Weekday dinners at the Hickman Home

• Good and Cheap: BBQ smoked chicken thighs with roasted root vegetables, 4 hours, $3 per serving
• Fast and Good: Cauliflower rice veggie bowl with turkey, 30 minutes, $5.50 per serving
• Cheap and Fast: Macaroni and Cheese with canned chicken, 15 minutes and $.87 per serving

Not into cooking? Apply it to your passion and see how it holds up.

Here are some recent projects on the Porch where the mantra held true:

• Good and Cheap: The GEM social media strategy which leverages optimal posting times and post sharing. We have been successful keeping social media channels current, fresh and relevant – all while meeting budget.
• Fast and Good: TodoModo Group trade show in December. With a two-week turnaround, we lovingly call this our Holiday marketing miracle.
• Cheap and Fast: “Not good” is not okay with us. Recently a prospect’s budget and timing didn’t work, and while we were grateful for the opportunity, we graciously declined.

We are tenured professionals dedicated to your business. We’ve run the course of projects from marketing strategy and planning, brand development, brand refresh, global internal and external communications, CSR, sustainability, operations in retail, fashion, real estate, restaurants, construction and more. We’ve got you covered with experience and expertise.

Join us on the Porch! Pick your two and let’s rock!

Spring has sprung and Q1 2017 branding and marketing is about to come to end, friends! We love the feel of the sun on our shoulders, all the blooming going on around us, and the hopeful smile that the season puts on our faces! We are happy and excited about, well, everything!

Here is what we have to share:

We’re Having a Contest!

As you know, we are celebrating our sixth year in business with our own version of “Pick Six.” Well this month, in celebration of spring and our giving spirit, we are taking the Pick Six to you, our clients and friends! Be among the first six to reply “Please Rock My World” and you will receive six free social media posts for your business on one social media platform of your choice!

• Six Winners
• Six Free Rockin’ Social Media Posts
• Six Expert Rockers posting
• Six Days in April
• Winners will be contacted on April 6th!

Front Porch Marketing Q1 2017 Branding & Marketing Review

April is the absolute perfect time to review your Q1 branding and marketing efforts. Are you meeting your goals? If not, it’s time to quickly re-collaborate for Q2. Here is a refresher on metrics vs. analytics. Call us if you need to take an objective look at your results.

SEO and PPC Benefits

When it comes to boosting traffic to your website, Search Engine Optimization (SEO) and Pay Per Click (PPC) are hugely beneficial. Need further convincing? Call us. We would love to chat about it. We are currently rockin’ it for our new clients OLLI at UNT and Women’s Business Council Southwest and loving every minute of it!

Fresh Branding and Marketing Initiatives

Spring into your next marketing initiative with a fresh brand look and feel. Why not update your marketing material creative and messaging? We are proud to partner with new client Owens Machine and Tool Company to do just that for a recent trade show.

Texas CEOs Rock!

Our Chief Rocker heard a refreshing and uplifting outlook on the Texas economy for 2017 and 2018 recently at the 2017 Vistage Executive Summit by Alex Chausovksy, senior analyst, ITR Economics. Also at the Vistage Summit, Roy Spence, co-founder and chairman, GSD&M, shared key insights and lessons from legendary, purpose-inspired leaders he’s worked with over the years. He presented actionable ideas to inform making decisions that support your Core Purpose. Decisions that build a business—and a life—of success.

As Always …

We are grateful for so many things – a Q1 2017 branding and marketing jam, our rockin’ team, amazing clients, faithful advocates, collaborative partners and truly great friends. Thank you for the many referrals! Keep them coming!

Follow us! Join our blog nation here, follow us on Twitter, Facebook, Instagram and LinkedIn!

Here on the Porch, social media marketing is king. A strong social media plan is key to a healthy, robust presence on-line – which in turn leads to increased brand recognition, increased brand loyalty, more traffic, and ultimately more customers.

Using social media to grow your business can seem like a daunting task. But it needn’t be! Here are our 6 top tips for developing a strong social media presence:

• Have A Social Media Plan for Each Channel. Please people, don’t just create one type of content and blast it across every social platform! Identify your audience and your goals for each platform – they are very different creatures. Ensure your posts are true to your brand and strike the tone you wish to convey. Develop a calendar and stick to it.

• Create Meaningful Content and Deliver it Consistently. Quality content that excites and engages is worth its weight in gold. Make sure everything you post is valuable, relevant to your audience, helpful, and/or entertaining. And get it out there consistently!

• The Key Word in Social Media is Social – Interact! Engaging with other users on a regular basis is key. Like people’s posts. When people comment, reply! Comment on other people’s posts. Retweet. Give people a shout out! Encourage communication and conversation.

• Optimize Your Content with Visuals and Links. Visuals grab people’s attention, so don’t neglect this important piece of the puzzle. Photos, infographics, memes, videos – all valuable tools. Mix it up. Then don’t forget to drive traffic back to your site! Always link back to your products and services.

• Blog, Blog, Blog. We can’t stress this enough. Develop blog posts that are easy to read,  highlighting ideas that are interesting and thought-provoking. Creating original content in the form of blogs is a win-win! Don’t become overwhelmed, blogs don’t have to be long. Just do it!

• Get Your Entire Team In On the Action. Everyone has a valuable point of view and cache of experience, so encourage everyone to help your marketing efforts. Get them to blog and share their expertise. At the bare mimimum, ask them to follow and comment on the social profiles of your company and your clients.

We always say, marketing is more of an art than a science, and that is true! Take the human approach when developing your social media strategy – it will pay dividends!

What should I blog about? I asked my friend, as we texted this afternoon. “Instant connections,” she said. “Whether it’s a business or a personal relationship. Like a friendship born in a seedy Grand Prairie volleyball warehouse.”

It’s true. We became friends three years ago in a cold, remote, loud volleyball warehouse where we spent an entire weekend watching our daughters play for the same club team. We bonded quickly over our disdain for the helicopter parents in attendance and the absurdity of the diet our girls were forced to adhere to. By the next tournament we had a wagon full of inside jokes that we shared … and we were off.

Today she is one of my very closest friends, even though our daughters are no longer close, and volleyball is but a distant memory.

What causes people to gravitate to each other? And what enables those authentic connections to endure? The same can be pondered in business – what causes people to gravitate to businesses or brands and maintain that loyalty?

Brand loyalty doesn’t happen by accident. Brands that cultivate loyalty find ways to emotionally connect with their customers. How is this accomplished? Here are three things to consider:

1. Focus on what your brand does best. If you try to be all things to all people you’ll end up being nothing to anyone. Be bold. Be unique. Differentiate your brand around what makes you, YOU.
2. Serve your customers. Wow them. Take care of them. Listen to them. Serve them. Give them reasons to come back to your brand again and again.
3. Determine what your brand stands for and deliver on your promise. You must become relentless in your dedication to deliver on your brand promise. Every day.

Creating authentic connections and maintaining a successful brand that brings loyal customers to your door is key. Does your brand measure up?

We are passionate about branding here on the Porch! If your brand isn’t speaking to your customers the way it should, give us a call. We can help.

The term “Pick Six” has long been associated with big success:

• In horse racing, Pick Six is a wager in which a bettor picks one horse in each of six races, leading to a big payout.
• In football, Pick Six refers to an interception (pick) being returned for a touchdown.
• In lottery terms, Pick Six refers to the big payout that occurs when six regular numbers are picked.
• In wrestling, Pick Six is a ranking system used by the Ring of Honor to determine championship contenders.

Big. Successes.

And so, in honor of our sixth year in business, we on the Porch formulated our own Pick Six … for business success, big success!

1. We’re picking Brand Architecture. It’s so important. When was the last time you really evaluated your brand? Is it due to be re-visited? We can help you look at it in a fresh way to ensure you are capitalizing on what makes you unique.
2. Number two on our list of picks: What have we been up to on the Porch? We had an extremely rewarding experience (and an absolute blast) at the PowerGen Trade Show in Orlando with our rocking client, TodoModo. Check out our blog about the experience!
3. Number three involves talking, and lots of it. What have we been talkin’ about? Maximizing your marketing! We spoke about that very thing at the Arlington Board of Realtors‘ Meeting January 27th.
4. What we are off our rocker about? The Super Bowl! The Atlanta Falcons and the New England Patriots will face off in this colossal battle February 5th and we know what we will be serving at our soiree: The Barefoot Contessa’s Parmesan and Chipotle Popcorn, a chili bar (seriously genius idea – thank you Food & Wine Magazine) and Iron Skillet Peach Crisp. A Texas menu if we’ve ever heard one.
5. Highlights from the Porch Team bring us to our number five pick. Our rocking’ interns, Grace and Rachel, have been an impressive breath of fresh air around here – and we are enjoying watching them weigh their next steps, as their graduation dates are rapidly approaching!
6. And our final pick: The power of the referral in gaining new clients. We are continually amazed and humbled that our Porch family continues to grow through marketing and referrals. Thank you for all you do to keep our Porch rocking!

Please keep those many referrals coming. We are so grateful. Join us on the Porch via Facebook, Instagram, Twitter and LinkedIn. Subscribe to our blog here.

Thanks, friends, for riding the sixes with us. Here’s to another wildly successful year!

The beginning of a new year is always a great time to have a brand review and create a fresh approach to achieving your business goals. Growth is always a goal for any business, but as your business grows and develops, you need to check and see if your brand reflects the business as it is today – not what it was last year or the year before.

Here are some tips for checking up on your brand for this year: 

• Does your brand reflect the personality and values of the company? If you don’t think it does, customers certainly won’t either. While the mission, vision and values of your company shouldn’t change often, shifts in your business or marketing strategy may affect the brand. A brand review gives you the opportunity to align it with your mission and vision so that you are connecting with the right people and growing your business year after year. Integrate your brand into everything you do – from answering the phones to your website design to your business cards – every customer touch point needs to be considered.
• Get feedback from external sources and be aware of how your company is perceived. People make decisions based on emotions so you need your brand to emotionally connect with your audience and feel assured that they know the who, what and why of your business.
• Review your brand standards and make sure every element translates across all delivery channels to ensure your brand is consistent.
• Define your key messages and make sure every member of the team knows what they are so they are aware of and can effectively communicate your brand attributes.

Completing an annual brand review will ensure that you are staying true to your brand, which will help ensure customers come back again and again.

Come see us on the Porch if you are in need of a brand review. We can ensure that your strategy and activities are aligned with your brand to maximize success!

Friends, it’s that time of year. The leaves are falling, there is a chill in the air and we are simultaneously looking back at our fifth year in business and looking forward to our next rockin’ year. But before we wrap up our year-long celebration of fives, we want to share these last five branding and marketing vibes from the Porch:

1. Gearing Up. Did you know that the Small Business Association suggests that as a general rule, small businesses with revenues of less than $5 million allocate 7-8 percent of their gross sales to marketing? And did you know that an international media strategy agency predicts that advertising spending will reach $179 billion in 2017? This is a 6.3% increase – the largest since 2010. Rock on with your marketing self.
2. Looking Forward. The new year is around the corner! We are fully engaged with our clients finalizing their 2017 marketing plans and budgets. We are ready for a banner 2017!
3. Rocking Our Talent. Our rocking team has it in spades! In 2017 we will continue to give our clients the very best we have to offer. Led by Julie’s second-to-none marketing vision and backed by Vanessa’s stellar branding and advertising expertise, Ann Marie’s excellence in public relations and communication, Tara’s extensive marketing and client management capabilities, Allison’s rocking graphic design capabilities, Jacqui’s blogging and wordsmith acumen and Darcey’s lead-the-charge management ensure that our clients are in excellent hands.
4. Gratitude. Don’t think we don’t know it – we have much to be grateful for. Rocking clients who are true partners, hard-working and creative team members, talented business associates, loyal friends, and loving, supportive families – we are thankful for each and every one of you! Special thanks to our PeopleResults client partner, Shelli Walker for the invitation to speak at the first ever Arlington Chamber of Commerce Women’s Alliance’s Business in a Box workshop. Gratitude!
5. Celebration. Five years. It’s a milestone. We celebrated this and more yesterday at our end-of-the-year team jam session.

Thank you, friends. Keep those many referrals coming. Join us on the Porch via Facebook, Instagram, Twitter and LinkedIn. Subscribe to our blog here.

Get ready for more rockin’ branding and marketing vibes in 2017 party people in the house.