How a Consistent Brand Guideline Transforms Your Digital Presence

Join Jesse, Sue, and special guest Taylor in a dynamic discussion on the multifaceted world of branding. From the symbiotic relationship between branding and SEO to the significance of branded search, we explore the art of building a consistent brand identity that resonates with your audience. Gain actionable insights from seasoned experts in the industry and discover how you can drive conversion through a holistic approach to branding.

What You’ll Learn

  • Why a robust brand presence can make an impact on search engine rankings and can drive organic traffic effectively
  • What business can do to leverage branded search for enhancing visibility, credibility, and building trust among your audience
  • How to maintain a uniform brand presence across digital platforms by creating a comprehensive style guide
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Jesse Dolan: All right, we’ve got a great episode here today. We’re gonna be talking about branding and particularly beyond the logo. What this means for your business, what this means for your digital marketing and how making sure you have a good brand and a good amount of continuity, if that’s the right way to say it, for your brand across digital marketing, how this impacts your business, how this can translate into success for SEO and how this can convert more of your prospects into leads and clients for your business. Check it out.

All right, welcome back to local SEO tactics, where we bring you tips and tricks to get found online. I’m your host Jesse Dolan, here with Sue Ginsburg and Sue, we have one of our favorite guests with us again. On this episode, why don’t you go ahead and set us up and reintroduce Taylor to everybody.

Sue: Sounds great. Today we’re gonna be discussing branding beyond the logo. And we are very happy to have our branding expert and branding specialist who works with us, Taylor, who will tell us some things that will be helpful for us to know and will help us all strengthen our brand outside of just the logo. To set this up, I’m gonna give a few quotes of the day. First one is Jeff Bezo. Bezos who says, a brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. I really like that. The other one is if you don’t give the market the story to talk about, they’ll define your brand story for you. And that’s a quote from David Breyer. He’s a brand identity expert and author speaker, et cetera, et cetera. Taylor, I thought that you would love that setup because I think that that’s a lot of what you’re talking about. Before Taylor starts, I just want to share something that I was, as I was preparing for this, I came across. Even big companies make mistakes, and branding is no exception. Before you get started, I want to share what’s considered to be one of the biggest branding failures of all times that many of us may or may not remember. It’s from 10 years ago in 2013. It is when Burger King tried to or they introduced low calorie fries. Okay. Is that an oxymoron or what? Right? Well, um. It seems like the people who eat at fast food chains eat there because it’s affordable and convenient, and they’re not necessarily looking for or looking at the nutritional value that the product offers, right? So Burger King had a good try. Thought that this would be catchy, you know, the whole stay healthy, low fat, low fat movement going on and everything. And it was a big flop. It lasted. less than a year and who knows how many millions and millions of dollars and that went away and they haven’t tried that again. So the point of that story is the smarter you are the less likely you will be to make a big mistake like that and Taylor is here today to tell us on a more of a scale that most of us can relate to instead of what. Burger King does and doesn’t do what we can do beyond our logo to build our brand. So Taylor, make us all smarter here.

Taylor: Yeah, no, that’s a great example. It’s like the definite, you know, know your audience, right? You know, know who you’re marketing to. So that’s a great example. Yeah, so when talking about branding, we’re not just talking about the visual elements. That’s really about creating a dependable and trustworthy experience for your audience. So just not only a logo, but it’s just a logo is one part of the puzzle. It’s essentially your branding is your brand’s personality. It’s your values, your mission, your vision. It’s the way you communicate your copywriting and your marketing tools. And it plays a vital role in shaping how your audience perceives you. So I did wanna tie some SEO into this. It is an SEO podcast. And so you might be wondering, I already have a logo. Why would I need all this branding? I could use my… my marketing money for more SEO, but this is a really important… They really do go hand in hand. So I do kind of have three points on why this has to do with SEO and how they kind of intertwine. So the first one has to do with branded search. So we all know that Google, the SEO algorithm, it places a really strong emphasis… on identifying big businesses with a lot of public recognition. So brand searches. So a good example of this would be someone in the south, if you’re looking for sodas, you’re not going to type in Coca-Cola, you’re going to type in Coke. Up north you might type in pop, but if you typed in Coke, Coca-Cola would come up. Another example of this would be, like if you’re looking for a smartphone, you wouldn’t type in Apple, you type in iPhone. So if you have a recognizable brand, that someone would directly search. It’s like doing SEO backwards. So it enhances your business name in Google’s eyes. So this might take a while to really gain traction in your area. Obviously you’re not Apple, but if you’re consistent and you have decent technical on-page and off-page SEO already, it’s just, they really go hand in hand and it might actually happen faster than you think. So branded search is like a huge… You know, yes, Google loves it.

Jesse Dolan: I think that’s a really good one, Taylor. A lot of people don’t realize that the branded search part of SEO, right? And sometimes even the association with your brand, if people are typing for your brand and then another certain keyword or even a geographic area, those things matter to Google. And you can’t always control what people are searching for, but for sure you can control your brand and try to influence, right? The phraseology that they’re using, the name of the brand and things like that. A lot of times we see… Business names that maybe can be very ambiguous for what their product or service is. And just through a normal dialogue and talk, business names can kind of turn maybe a little bit slang with injecting in maybe like a service or product keyword with the business name, things like that. So taking the bull by the horns and owning that, right? As a marketing manager, the brand strategy manager, whoever it is in the business that may be watching or listening here. Yeah, your points of this isn’t just something that’s on your logo or your business card. does trickle back to SEO and to search, right? What human beings are typing in the Google machine. So.

Sue: That’s true.

Taylor: Right. And another huge thing is has to do with consistency. So if you’re consistently, you know, using the same information, the same logo, the same hours, you know, from your GBP to your website, to your, you know, your storefront, like it’s so important to have these consistent brand message and visual elements. They all kind of go together. And Google will recognize and understand that you’re a trustworthy business because you have consistent information.

Sue: Taylor, consistency in branding and messaging is something that drives me crazy because so many businesses don’t have that. And I used to do brand audits for businesses where I would look and see all the different messages that they had online and then present them and say, which one of these are current? And every single time somebody in leadership would say, we haven’t said that. for five years, we haven’t said that for seven years or whatever. They don’t change what they’re saying across the board and it ends up being very confusing to anybody who’s searching.

Taylor: Right. And the next kind of SEO, why branding and SEO kind of go hand in hand has to do with conversion. So this is your user experience. You’re basically, you’re maintaining your consistent, you know, brand identity from your visual elements, your tone of voice. You’re instilling this trust and confidence in your audience, your website visitor. When somebody arrives on your website, they’re gonna know that they came to the right place. They’re gonna trust, you know that if they fill out this contact form, they’ll be put in touch with you. They’re more likely to take action. Um, whether it’s making a purchase or signing up for a newsletter, filling out your contact form, um, they’ll feel like this is a legitimate business. Um, they realize and recognize your brand.

Jesse Dolan: OK. So I think Taylor, that was a good preface on. I know you’re going to get into the weeds a little bit more here on some stuff coming up, but I think that’s a good primer for everybody on. Again, like you said, on the front side, this is – let me grab the right notebooks. I can say the right title, branding beyond the logo. It’s kind of the theme of the topic here. And this is an SEO show. So we’re definitely trying to tell people real quick, you know, that this stuff matters for your SEO, for your digital marketing, for your website marketing. Maybe not as a direct ranking factor here, right? There’s no tip or trick in this that’s gonna suddenly bump you up in the rankings with a new logo or some style guidelines and things like that here. But. broadly for your brand, for your digital marketing. This matters and it will help your SEO and your visibility and your, yeah, I guess just your visibility in search by doing all these things the right way on your website, what social media, all your local citations and listings, having this be consistent, provides that message and that continuity in your brand. So building on that foundation, why don’t you tell us how to do some of this? I know we’re gonna get into that next, so go for it.

Taylor: Right, so how do you build a consistent brand? Every time we get a new client, we always ask for their brand guidelines or their style guide. Because even as SEOs, we want to make sure we’re carrying over their brand voice, their brand aesthetic, the colors, the fonts, everything that goes with it. And same with web design. If we would be doing the client a disservice if we took on a web design build and we didn’t have these foundational elements already established. So the style guide, this is basically like a rule book for your brand. This guide should include your brand colors, your fonts, logo usage, do’s and don’ts, even your tone of voice. So if you’re a luxury company, you might want to sound more professional, more refined. Your imagery might want to come off more clean and classy. Whereas if you’re a more approachable brand, you’re friendly, you’re the local bakery, you want more fun imagery, your social media captions could be more playful and even use some fun jargon. Whereas if you’re a Lexus company, you would want very nice, clean imagery and copywriting. So having a style guide ensures that everyone on your team and third party vendors, marketing companies, they can maintain the same look and feel for your brand.

Jesse Dolan: I’d like to interject here, Taylor. I think the style guide, brand guidelines, style guide, I think there’s some different phrases that this can go by for everybody listening. If you’re not familiar, style guide, right? It lives on by other names. This is very powerful. Just anybody listening, if you’re the one that’s maybe in charge of organizing the logos that you use, right? Or creating PDF or sales slicks, PowerPoints, whatever it is for your company. Or if you’re charging other people to do that. How many times have you, you know, what logo do we have? What logo do we use? Or send the last version of that thing we made up, whatever it is. Over time, I mean, we work Sue and Taylor with brands all the time that come to us. And there is this inconsistency, you know, that look and that feel. People don’t even know who’s doing what. This is huge for kind of reconciling that, having everybody be on the same page. But then also going forward, let’s just say you need to, well, maybe get a new hat. made up right with some embroidery or patch or t-shirts, you’re getting silk screened. This is very easy also to provide like you’re saying, tailored to those third parties like, hey, I need, you know, some graphics and here’s our guidelines, you know, obey by these, make it look like that. And it gives people, yeah, the guidelines, right? The lane to stay within for what they’re doing for you should really reduce the amount of iterations you’re going through when you’re looking at things gets the designers on the right page. And I guess my question where I’m going at this for you, Taylor, is let’s just say from an owner and manager perspective, I desire and envy these things, right? For all the reasons can make my life easier. I’d love for you to speak to everybody listening as a designer, right? Somebody who is executing these types of things for clients. When you are presented with style guidelines, brand guidelines or not, how does that change what you do for a client? Is that pretty impactful as well?

Taylor: Yes, it really is. And when we get a new client, a new design project, or even an SEO project, if they already have these style guides established, they have strong branding, they know their mission, their why statement, it makes our job so much more easy. It makes the work we do so much better because we’re all on the same page. There’s no question of what we’re going to be posting or creating on your site or on your GBP. consistently getting the same message across. And this way when your audience encounters your brand, when people are on your website, they should instantly recognize it. They should know they’re in the right place. So whether it’s your website, your social media, your GBP, or even print and signage, like you wouldn’t want one logo on your website and then another on your building or your social media profile. And obviously there’s some wiggle room if… We often, when we do brand guidelines or a logo design, we’ll provide a client with a few options. You know, it obviously looks the same, but it embodies the same elements. So you know they go together.

Jesse Dolan: I think, well, in those scenarios too, like just think about it as a business, right? Maybe you’re gonna embroider some polos, right? Or put graphics on the side of your service truck, right? Having it look the same, you know? So somebody when they’re driving on the road, if they see your truck or your van, and then they Google you, like, oh, that’s the same company, right? Or they flipping through socials and they see on Instagram, oh, that’s the same company. Sometimes you can just throw a logo at these design shops, maybe the t-shirt place or the vinyl wrap place and let their… artists kind of run with it and it can get disjointed, right? And if we’re trying to do one thing as marketers, it’s be found everywhere and put our message out there to make sure you know it’s us, right? And this is such a simple thing. It’s such a simple thing that hardly any businesses have that we engage with. I should say the percentage is very low of people that have this established when we engage with them versus the ones that don’t. And once you get this, you know, rolled out, Your brand just has that consistency, like you’re talking Taylor across the board. And I think that’s huge and it’s not that hard to do. I guess subtle plug for everybody too as a disclaimer, we provide this as a service, a Taylor does this and Lord’s over this for us. So if the stuff we’re talking about is foreign to you, and if you don’t have these things, but we’re talking and you’re going to nod in your head, like, yeah, this, that is good. I would like that. Definitely reach out to us, intrycks.com, I-N-T-R-Y-C-K-S.com or through localeseotactics.com. And we can connect you and have this conversation with you too. So a little shameless plug. Uh, sorry to sidetrack you though, Taylor, but I just think that style guide is so important. Uh, I really wanted to underline a few things to help connect the dots to everybody there.

Taylor: Yeah, it really is. And a lot of times people will say, well, I have a logo. It’s oftentimes not enough. But I mean, it’s great if you have a logo, but those guidelines really set the stage for your brand, your business. So very important.

Jesse Dolan: And that, sorry to belabor it, Taylor, but let’s say if somebody’s crafting a post for social media even, right? And they make a graphic and they slap their logo in there. You’re talking about also that you should have the fonts you use, the colors you use also defined. So even if it’s not, I guess we’re using examples that really feature somebody’s logo, but it’s not even just about your logo to your point, right? Like if you just post up on social media, hopefully somebody knows that was your brand’s post, even if your logo isn’t necessarily visible, right? That’s kind of the concept here.

Taylor: Exactly.

Sue: I was just going to say relating some of this back to SEO, I’ve heard both of you say multiple times, SEO’s job is to attract the right people to your website. But the other part that we can help you do too is to engage them and keep them there. You don’t want to have a confusing website and they’re wondering, wait, is this the right place or why does this look different? Where am I? And then they hop off. All of this helps keep them there and engage them too.

Jesse Dolan: I think there’s a, to that point too, there’s a certain elegance, if that’s the right word, like you visit a website that has this defined and has some intention to it versus something that’s just been kind of glommed together over the years. I think that comes true in your brand too, not just from an artistic right. And a style perspective, but just that first impression. Don’t, don’t you think so?

Taylor: Yeah, reputable business, definitely. And I think kind of tying into that, my next point for those brand guidelines is knowing your audience. So when you’re establishing your brand identity, you really wanna have your audience at the forefront. You want your message to align, you know, resonate with your audience, with your brand values, your tone, they should all be targeting your audience that you’re trying to engage. So… A brand voice or brand tone, those are very niche terms, but it’s basically the unique way that your business communicates with its audience. It’s a fundamental aspect of your brand’s identity. It really encompasses the style, the personality, the language you use, and all forms of communication. Marketing materials, social media posts, things like that. For instance, you wouldn’t want to use Gen Z lingo if you’re in medical sales.

Jesse Dolan: Hey everyone, just a quick message about our free SEO audit tool on localSEOtactics.com and we’ll get right back to the show. If you haven’t taken advantage of it yet, go on out to localseotactics.com, slash free SEO audit, or look for the yellow button up in the top right corner. Click that and it’s gonna take just a couple seconds. You enter in the page that you wanna optimize what you’re looking for the audit to score against. Enter in that page, enter in the keyword you’re looking to get optimized for and enter in your email address. Click the button and it’s gonna take a few seconds, and then it’s gonna sen d you off a PDF report via email.

It’s a great report. It’s gonna kind of give you an overall score of some vital SEO areas for that page and for your website at large, even though it’s auditing this page. That’s gonna tell you some of the good things that are happening, some of the bad things that are happening too, and give you basically a checklist of some things that you need to shore up and what you can do to improve your SEO for that page, for that keyword that you’re auditing. Now you can use this as many times as you want. You can do multiple keywords, multiple pages, multiple keywords on the same page. You can even use this to check against your competitors, right, if you wanna do a little reverse engineering, see how they’re scoring for a certain keyword, what they may be doing good, that you’re not, and some things to improve there. So lots of different ways to use it, completely free. Again, go on at thelocalseotacticscom slash free SEO audit, or look for the yellow button in the top right corner of the website.

Jesse Dolan: The thing for me, what’s come into mind just kind of recent here this summer, but the whole Barbie movie and then the Oppenheimer movie at the same time, one’s pink and bubbly and Barbie and the other one is gray and somber and like nuclear bomb serious, right? Both definitely have their own style, right? Just from the marketing, from the movie, everything else. I don’t know if that’s a good parallel, right? But just. those were two different audiences. And that was the whole thing, right? Like husband and wife or whatever could go see the movie and you can go see Barbie, I’ll go see Oppenheimer, we’ll both be happy going to see movie at the same time. I know a lot of theaters were running, right? Like that kind of a package just to cater to people. But that also speaks to them knowing each film, if you will, knowing their audience and who they were targeting. It wasn’t the same people, right? So whatever examples we use, I think that’s more important than people give it credit to, so.

Taylor: No, that’s a great one.

Sue: Taylor your point about talking to your audience it has something to do with your logo something to do with your tone of voice something to do with the messaging is really powerful and a lot of businesses don’t think about that. You know you wouldn’t if you’re looking for diamonds you’re looking at high-end jewelry stores I guess the real high end. There’s certain fonts that would just totally negate the impression you would want to give.

Taylor: Right, that’s so true. And if a brand, if you have this brand that resonates with the colors, there’s a lot of color psychology out there. But if you’re branding, if your message really comes across, the return on investment, if you’re really targeting your audience, you’re going to get that conversion. Somebody’s going to purchase from you if they see, OK, I like this brand’s mission. I like this brand’s message that they’re trying to convert.

Sue: So true, so true.

Jesse Dolan: When you say know your audience, I think there’s also it also cater to that audience, right?
Taylor: Right.

Jesse Dolan: As you’re going through this tailor, what’s coming to mind an example, I know we’ve used on the show before Sue, my wife doesn’t, she used to drive a Ford Flex, doesn’t drive it anymore and she’s extremely happy about it. She finally got rid of the dang thing. But it’s an example that I would always use where it’s the one third rule. A Ford Flex is like a big boxy station wagon type vehicle, right? Kind of polarizing. A third of the people love it. You have perform or function, whatever. A third of the people hate it. The ugliest thing in the world wouldn’t drive it, blah, blah. And a third of the people are indifferent. And that’s a third rule. I didn’t come up with that or observe it right or coin it. But that’s the concept, you know, for making a vehicle like that or a lot of other things in sales and marketing. And same thing here, know your audience, right? It is what you’re saying, Taylor. And I’m expanding saying cater to your audience. You really do hammer home your points like the fonts, the tone, the mood, all these things that you’re talking about for your style and your brand. They should be targeted towards who is your ideal audience, not broadly everybody, because you’re not really gonna resonate, to use your word. You’re not gonna resonate with somebody if you’re not really speaking to them, if you don’t really know them. And just like that Ford Flex, it was made just for a very specific, you know. audience, right? And that’s, that’s who loved it. And that’s who really enjoyed that brand. You’re not going to care about the other people. If you start to cater to them, you’re going to lose your target audience. So I think, I think a lot of that is in play here. If we’re going to put this amount of attention on it to your points, why this is important, you really do got to know that audience and then speak to them through these, these graphics, this style and whatever it is that you’re trying to have the consistency on to get them to convert.

Taylor: Right. And I think certain groups, they love that personal touch. Like this brand is for me, you know, this brand really speaks to me and I think they’re more inclined to purchase from you if they feel like they’ve been, you know, they’re the center of attention. You know, your customer is the center of your business there.

Jesse Dolan: Right.

Sue: I was just going to say to me, Taylor, that’s not always a conscious thing. You’re not always thinking, oh, they’re talking right to me. You’re just like thinking, I got to buy this. Yeah. This is the right thing for me.

Taylor: Yes, very true.

Jesse Dolan: And what you said earlier, Sue, I was gonna pick you back on, you know, for SEO, we found, right? Hopefully you do a Google search and one of the landing pages we’ve helped you optimize for your business shows up. And now it’s about converting and making sure that they know they’re in the right spot. And hopefully when they hit that landing page, you have the logo, the tones, the mood, the fonts, everything speaks to them, as you two are saying here. And now that person isn’t gonna visit another website. You’re gonna stay where they’re at. They’re gonna patronize you or. opt in your form or whatever it is and give you that chance at business. If you landed on a page that was maybe disconnected from that, you’re not gonna have that chance, right? So anyways, sorry to belabor it too much there, Taylor. We’ll let you move on, but I think those two, the style guide and the knowing your audience, they go hand in hand so much and are so important. Hopefully we got to emphasize that for everybody.

Taylor: Yes, definitely.

Sue: I have a quick funny story that I think is a great example of good branding. One of my neighbor’s son moved back home and he’s driving his dad’s minivan and this kid is like this hip 26 year old kid and like I actually said to the dad, you know, like is he looking to meet women and date? Because I don’t really think a minivan is such a quick magnet. They do good branding, but it’s not to a 26-year-old single guy.

Jesse Dolan:
Sounds like he’s trolling for soccer moms. I don’t know. Go ahead, Taylor. Get us back on track, right?

Taylor: Right, so my kind of third how you build that consistent brand identity, be consistent. That’s like the biggest thing I think with this episode to really come across is maintaining consistent brand identity. Maintaining consistent branding across all digital platforms is so crucial. So this is like your favicon, your social media icons, anything that’s going to reinforce your brand identity. And it… And also coming to like third-party listings. So if, for instance, your business is on Yelp or Nextdoor, ensuring that your business details and visuals, as well as like the description, is all consistent with your style guide, your branding, and it really helps create that seamless brand experience. Social media too, it’s so essential to kind of have a central record of your brand’s visual elements and assets. So… Tools like Canva, Adobe has a ton of products that you can create templates and content calendars to keep consistency across all platforms. So it’s really great. And when you have that style guide that’s like, here use this font, use this colors, you can even delegate this task to your marketing manager, your SEO team, just to make sure everything is in line with your brand’s tone and visual style.

Jesse Dolan: We’ll drop the links to Canva, Adobe, and any of the resources we mentioned in the show page for this for everybody if you wanna check those out for what Taylor is mentioning. Just wanna put that out there.

Sue: Really good point, Taylor, and it just makes me think there’s so many more places that you have to be consistent now than ever.

Taylor: Right. And if you make a change, you know, make sure that you’re keeping that in mind across all platforms where your business is displayed and has information.

Jesse Dolan: Taylor, you mentioned a favicon in one of your ways to say consistent. Can you tell everybody what that is in case somebody heard you and they, they don’t know what you mean by that.

Taylor: Yeah, absolutely. So when you’re on a website, if you look up in the tab of your browser, you’ll see, you know, a little icon to the left of the URL and that is your Favicon. It’s like your website’s branded tab on your search engine. So, and it’s actually funny, I don’t need to dog Squarespace, but as soon as I go to a Squarespace website, it has that little Squarespace Favicon. Unless you change it, but a lot of times if a business is starting out, they haven’t changed it yet and I can instantly recognize like, oh, that’s the Squarespace favicon. So just another thing to kind of keep in mind.

Jesse Dolan: And I think, let me, I’d like to bring some of this back to SEO again, quick for everybody. If anybody listening to watch and is still kinda like, hey, maybe this is out in the ether, maybe it’s not that important, or how does it apply for SEO? Just picture yourself doing a Google search and viewing that SERP, search engine results page. And like Taylor’s saying, if you’re in a scenario where maybe you’re even doing a brand search for your brand, you’re gonna get your website, and I think in some searches, Google will show the favicon. or at least maybe even a featured image. But then maybe your Yelp listing, your Google business profile off on the right-hand side, like in the knowledge panel, maybe your social media stuff shows up. And even if you’re not doing a branded search, I guess my point is if on the search page, people can see your brand, your logo, your colors multiple times, there’s a psychological effect there of, you must be good, you must be dominant. Not that different than if you’re showing up in the map pack and in the natural search results on the SERP, right? There’s only so much real estate that’s there. Let’s just say you can see seven to 11 different listings between the matte pack and organic results. If people can quickly and not even mentally, if just subconsciously they can see, you know, your brand multiple times on that page, you’re gonna look more authoritative, right? And more dominant than other players. And that should lead to more clicks to your website or lead to more opportunities for you to win that business or at least be in the game. And these are things that are within our control, right? At the end of the day, we do so much work to try to show up in Google or try to break into an algorithm on social. You know, these are choices we can make. As Taylor’s saying, you get to choose your favicon, your logo, colors, your theme, your branding, all this stuff. Make sure you’re intentional and then make sure you’re consistent across the board and all your digital marketing. So you’re always… giving yourself the best chance to, uh, you know, break through. Right. So hopefully that makes sense to everybody else.

Taylor: And actually, Jesse, you brought up a great point, like with your competitors, like, let’s say there’s two companies that offer the same service. But if one company, you know, their website, their branding is off, it’s not consistent, the website doesn’t look cohesive, but the others does, like that’s going to beat out, you know, it’s going to really determine your choice if, you know, the site is more cohesive and makes sense. And also if the The message resonates with you, of course.

Jesse Dolan: Even if they’re ranked above you, to your point, like these things are important psychologically and are gonna influence, you know, our behaviors. So definitely something to pay attention to.

Taylor: Absolutely. And kind of spinning off that, my kind of last how to build your consistent brand identity, and it’s making adjustments. So this is not to defer anything we’ve mentioned before. If you already have a logo or some basic guidelines, you might need to make occasional adjustments to stay on course. So your branding strategy should be pretty flexible, especially if you’re trying to stay relevant. Let’s say your logo is like, seven years old, you’re trying to gear it towards a new generation or a new target audience. So respond to the changing market conditions and better connect with your audience. If it means changing a light blue to a dark blue, it could be something as little as that. So it’s not about completely reinventing your brand, but rather fine tuning it to meet. the changes and the needs of your business. So don’t be afraid to make those necessary tweaks and adjustments. And it’s part of the journey of brand resilience and longevity, so.

Jesse Dolan: Well, I think if you’re doing this in the way that you’re saying, I should say, if people out there listening and watching are doing this in the way that you’re saying, having the style guide, brand guidelines, basically these official records, right, of what you’re doing, your brand, and you do make those adjustments, it’s easy to just update that document with you, right, or that resource. Or make sure you’re consistent going forward. You’re not talking, correct me if I’m wrong, at least you’re not talking about like willy-nilly ad hoc changes. You’re talking about changing. your actual guidelines and your, you know, this stuff has already been established. Um, I don’t mean to catch you off guard here, Taylor, but can we help people out for maybe, uh, some bookends on the pricing for this or some options? I mean, I’m sure people can go out to Fiverr and find people for pretty cheap, pretty cheap through some gig work opportunities to maybe redo a logo or provide some of these things. Um, is there some. Either like tiered approaches or just some spectrum of pricing and packages people can expect. Again, shameless plug, we can do all of this and I’m not asking you to maybe quote our prices, but just what are some options, some resources and some pricing people could expect to go through? Maybe just the style guide, brand guidelines, logo remastering, things like that.

Taylor: Yeah, absolutely. And I’m not one, you know, you can DIY this if you know that you want to use a certain typeface or for instance, if you already bought a logo years ago, you want to stick with that logo, you can determine like these are my colors, I’m going to lay it out for you. And this is all things that Intrycks could do or somebody freelance Fiverr, a different company that often does like all of cart services. So if you If you need those social media templates and you want a business to take your logo and provide you these guidelines, they can do that. You could spend $5 to get a logo or you can spend $30,000 to get a full brand package. It’s really a sliding scale and you’re going to get what you pay for. There’s so many online resources now, again, and DIYing it yourself. There’s no shame in that. If you have somebody on your team. Maybe you already have a marketing agency or an SEO web design agency that wants to help you out to kind of pull in these elements and kind of create this cohesive brand guideline style guideline for you. You know, it really ranges but it’s so worth it and I think the ROI that you’ll get from it just, you know, envisioning like somebody converting on your website just based off they like your brand, you know.

Jesse Dolan: 100%. I think it’s spectacular. I think it’s kind of a hidden area of marketing that a lot of people, especially if we’re in the SEO space, really, you’re not mentally giving it. You know, the, the energy of the thought that it needs. Um, but at the end of the day, kind of like I’m paraphrasing what Sue said earlier for SEO, we’re about getting you found, making it visible, which means seeing your brand literally, right? And that’s when this stuff takes over to help convert. And even if it’s not converting, keeps you in their memory, right? Or. the continuity of it all. So yeah, I’m glad we got this topic out there for everyone. Did either of you two have any other thoughts to share or anything in closing for everyone out there before we wrap it up?

Sue: This is really, really helpful, Taylor. Thank you. And it’s so much more important than people think it is. And it really can make or break a purchase decision.

Taylor: Right. And don’t be afraid to ask questions. You know, I love when clients reach out and they ask me my opinion on if they think they need a new logo. I love to share my professional advice and kind of let them know, you know, where they stand in terms of design. But your brand, it’s like your promise to your customers. It’s not just about what you say. It’s about how you make people feel and consistency. And every aspect of your branding really keeps that promise and builds a strong, lasting relationship with your customer.

Jesse Dolan: 100%. And I think everybody thinks about when you say branding, kind of to the title here, it’s not just your logo, right? It’s beyond your logo. It’s really a lot more than that, even though we maybe gravitate to that first for what it looks like or the colors and stuff, but way more than just your logo here. Taylor, thanks for sharing all that with everybody. I hope everybody listening, watching is pulling something out of this, either something you need to do right away today, or maybe more of a long-term vision for your brand and for your company. But you’re definitely going to get, you know, ROI on an investment into this, especially if it’s part of a broader approach for your digital marketing, whether you’re just starting out, maybe relaunching a brand or just recognize it’s been stale for a while or like I was alluding to earlier, maybe you’re crazy fragmented, you got seven different versions of your logo out there for seven different people who have made these different things for you over the years and you want to wrap your arms around all that, get it consistent, whatever the reason, a lot of good stuff here today. Check the episode page. We’ll put the links into some of these resources Taylor mentioned. And yeah, if you have any questions or if you want us to help you with any of this, reach out to us via localseertactics.com or Intrycks.com and we can help you out. Sue, thanks for jumping on. Taylor, thanks for sharing all that. Everybody else watching listening, thanks for kicking into this episode and we’ll catch you the next one. Take care.

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