A strong brand is a visual brand. You can see the difference.
Sticky Brands pay a lot of attention to their identity, and create optically engaging experiences. But maintaining a strong visual brand is a process. Brands have a shelf life and need to be refreshed every few years.
To start the New Year I am following my own advice. I am excited to announce the launch of StickyBranding.com with a fresh new brand.
Below I have prepared a short overview of our process and results. Let me know what you think.
The Goal: Always Be Converting
In a B2B company, your website is the face of your brand. It’s your salesperson.
Working with Design & Develop, we created an entirely new website experience. The process was unique and productive. Instead of starting with design, we started with the company’s story — how to describe Sticky Branding and what makes it unique simply, succinctly, and visually.
The strategy focused on 2 challenges:
- Find what you want in 1 click
- Every page drives to a logical next step
As I developed the brand strategy I started using a phrase, “ABC, Always Be Converting.” This required being deliberate about how we tell the story and describe the services. We had to eliminate all the fluff and distill our story into 3 core pages: About, Services, and Speaking.
A New Bee, a New Identity
With the new website came a fresh new identity for Sticky Branding.
Since the company’s inception in 2009 I have been struggling with the brand identity. I have worked to create the “perfect bee” to symbolize the brand, which has been surprisingly difficult. You can see some of the iterations of the bee in my post, The Great Bee Debate.
The bee symbolizes stickiness. I describe the brand as “attracting customers like bears to honey.” The bee creates the honey that attracts your customers.
What’s Next?
Branding is a process, not an event.
Rebranding Sticky Branding is a piece of our marketing strategy, and the new website is paving the way for a marketing automation system. We are implementing Pardot, which is Salesforce.com’s marketing automation suite, to really amplify our sales and marketing efforts.
The website provides the visual representation of the brand and our services, and the content and tools make it come alive and sell.
Let me know what you think.
Feel free to ask me any questions on our branding process, strategy, and how we measure performance. And by all means, let’s talk about your brand too.
