Brand Story & User Group Development
Laying the foundation for who you are as an organization and who you’re trying to reach is important groundwork as you create and market your brand. Similar to how your brand design should be consistent across all mediums and platforms, your tone and messaging should also carry over across your marketing and communication materials while strategically serving the people you’re trying to reach.
We know that it can be difficult to know where to start, or it can be hard to take a step back and determine this as you live and breathe your business every day. Let our team build the foundation for your ongoing digital marketing strategy by discovering who you are as a brand, what your customers need most, and how we can lead them to you.
Getting to Know Your User Groups
Before we make a plan to reach your target audience (or audiences), we need to pin down what that audience looks like and what makes them tick. Your first-hand experience with past and current clients is a crucial piece of the puzzle—you know the people you work with every day the best, so talking with you about your current client base is one of our first steps. We combine that information with our user experience expertise and data from tools like Google Analytics to form an accurate profile of the priorities, pain points, and driving factors for your potential customers.
Building a Brand Story
You know who you are as an organization, but it can be challenging to put that into words that resonate with your potential target audiences. A brand story is a way for us to accomplish the dual purpose of creating a consistent message you can use to communicate about your organization, in addition to empathizing with your clients to let them know that you’re listening and you can help. It essentially combines empathy and business to create relationships that will transform into a mutually beneficial exchange.
With a brand story, we answer questions like “what are some pain points your potential customers may have?” and “how do we want a client’s situation to change after working with us?” Our team uses the background we have about your audience and organization, along with your insight, to create authentic responses to these questions that we can use as a guide for our team and your internal team when we create content in the future.
Engaging Your Audience Through Content Marketing
Getting your brand voice and user groups pinned down is just the beginning of creating effective messaging. After the foundation is established, it’s time to create content that will engage your potential customers. Our experienced digital marketing team specializes in creating short- and long-form content for blogs, digital newsletters, print materials, and more. We’ll help you find the perfect balance of quantity and quality when it comes to generating digital communications designed to keep your users engaged and lead them to take the next step of getting in touch.
Browse the Work We’ve Done in Your Industry
When the City of West Des Moines and Mid American Energy announced they were building a new sports complex and events space, they knew they needed clear messaging and a strong content strategy for their website.