Branding - Caroline Lozano
  • Laptops, headphones, phones, and other marketing materials lay on a wooden table.
    Blog,  Brand Awareness,  Branding,  Social Media Marketing

    How to Integrate Brand Storytelling in Your Social Media Strategy

    As a marketer, you already know how important storytelling is to your brand and overall marketing efforts. Through effective storytelling, you can achieve various objectives that you may be trying to accomplish in your marketing strategies, such as brand awareness or lead generation. Implementing your storytelling efforts through social media platforms is a great way to tell your brand’s story to your target audience. If done correctly, you can increase brand awareness, consumer reach, and build relationships with target consumers. Now, brand storytelling can be tricky to incorporate into your social media marketing strategy. Consumers are aware now more than ever of the promotional and marketing tactics that brands use…

  • A woman types on her laptop while brainstorming for marketing.
    Blog,  Branding,  Digital Marketing

    How to Create Familiarity for Your Brand Products or Services

    Most marketers know how important it is to expose their target consumers to their products regularly. Exposure allows consumers to build brand recall and can eventually lead to brand loyalty. Take this one study reported by ScienceDirect as an example. A group of undergraduate students from the University of Toronto was asked to taste and judge different fruit juices that they hadn’t had prior exposure to before. The results of this study showed that the students who were exposed to a juice brand more frequently had a tendency to rate it better. From this study alone, exposure and creating familiarity with a product among consumers is shown to be incredibly…

  • A woman watches a video on her phone.
    Blog,  Branding

    How Brand Loyalty Has Evolved in Content Marketing

    Brand loyalty hasn’t been the same since the dawn of the Internet age. In the past, brand loyalty was something that many companies hoped for through traditional marketing means, such as catchy TV commercials and billboard advertisements. These efforts mostly relied on placing promotional materials in front of consumers and hoping something would stick. Unfortunately, marketing in this format didn’t (and still doesn’t) provide a lot of useful data about consumers. It also doesn’t help marketers generate and measure brand loyalty in a reliable way. In today’s world, using these marketing efforts to build brand loyalty is a thing of the past, especially with the rise in digital usage. For…

  • a woman with a document on her desk that says "what is brand strategy?"
    Blog,  Branding,  Content Marketing,  Digital Marketing

    Brand Strategy Challenges and How Content Marketing Can Help Overcome it

    In this day and age, content marketing is used everywhere. Whether it’s to increase brand awareness or generate engagement, content marketing has been a key factor in the success of marketing strategies and the achievement of various objectives. It’s no secret why—-content marketing is largely utilized within the digital landscape. And as you may have guessed, most consumers frequent the digital space at a rising rate. In fact, according to Pew Research, 26% of adults in the United States are constantly online on a regular basis. Taking advantage of content marketing is an intelligent tactic for marketers to implement into their brand marketing strategy. Unfortunately (or perhaps fortunately for opportunists),…

  • a desktop with a textbook on brand identity, desktop computer, and notebook.
    Blog,  Branding

    How to Perform a Successful Brand Audit

    Performing a brand audit is an effective way to pinpoint certain key things about your brand’s performance. For instance, through a brand audit, you can find out your brand’s strengths and weaknesses and how you can improve them for long-term success. Any time you want to enhance your brand’s strengths, improve your marketing efforts, or just reach more target consumers, a brand audit is your best bet to help you achieve your overall objectives. This is especially important if you want to monitor the impact of your brand storytelling efforts. Here’s how you can perform a successful brand audit for you or your client’s brand. Identify the overall goal of…

  • a notebook and pen sitting on top of a wooden table.
    Blog,  Brand Awareness,  Branding

    3 Reasons Why Storytelling Is Important for Your Brand

    When it comes to your favorite brand, what is the first thing you notice that makes them stand out? Is it their logo, taglines, or another visual element? Is it the way they engage with you or provide solutions to your problems? Whatever the case may be, there’s one key element that allows your favorite brand to make an impact: storytelling. Through powerful storytelling efforts, a brand is able to sway and influence its consumer’s behavior in a way that makes a mark. In a world where 69% of younger generations believe ads and other marketing efforts are disruptive, storytelling can be the key factor that can make or break…

  • a person working on a tablet and laptop for their inbound marketing practices.
    Blog,  Brand Awareness,  Branding,  Digital Marketing

    What is Inbound Marketing and How Can It Help Your Business?

    Television remains one of the most popular channels for entertainment. Whether it’s movies or TV shows, many consumers love to wind down and spend some time watching a few hours of TV. However, when it comes to TV ads, you’ll be hard-pressed to find anyone who enjoys having their favorite program paused for a commercial. The same goes for other forms of traditional marketing. These methods force a one-way communication with consumers and push brand products and services onto them. As you might guess, these techniques are no longer an effective way to market to target consumers. In fact, according to MDG Advertising, around 70% of consumers are interested in…

  • a hashtag of Nike's "Just Do It" slogan on a black background.
    Blog,  Brand Awareness,  Branding

    Slogans vs. Taglines: What’s the Difference and Why Do They Matter?

    Most companies use attention-grabbing taglines and slogans to communicate important messages about their brand and/or campaigns. Some of these slogans and taglines have been effective in driving brand awareness and loyalty, leading to an increase in value. Having memorable taglines and slogans are key factors in the success of a brand—as marketers, we want consumers to remember our brand. While your logo and brand may be unique and unforgettable, it’s not complete without a tagline and slogan. When you combine your brand elements, you can deliver a powerful message that tells consumers about your brand. Now, it’s important to remember that taglines and slogans are completely different from each other.…

  • a white desktop computer and keyboard with an orange and white book titled "Brand Identity" sitting on a white table.
    Brand Awareness,  Branding

    What Are the 4 Types of Brand Judgements?

    When you think of a well-established brand like Coca-Cola, what’s the first word or thought that comes to your head? Is it a bottle of its famous soda? The color red? Their overall brand value and marketing messages? Well, regardless of what appears in your head, these thoughts and images are likely based on past experiences with the brand itself. Perhaps you’ve drunk Coca-Cola soda at a party or watched one of their commercials on TV at some point in the past. These experiences allow you to generate opinions and evaluations about a brand by piecing together its performance and imagery associations. In the marketing world, this is known as…

  • a person using a tablet with glasses and plants around it on a white table.
    Blog,  Brand Awareness,  Branding

    3 Ways Effective Content Builds Brand Equity

    Whether you like it or not, content marketing has significantly evolved since the advent of the digital age. Gone are the days of relying on the printing press and other traditional means to incorporate brand content. In today’s world, digital tools and platforms dominate the marketing sphere, especially when it comes to content creation. However, while this makes it easier for marketers to create and distribute a brand’s content to their target audience, it also presents a unique challenge. According to Hubspot, around 70% of marketers are currently utilizing content marketing tactics. In the case of content distribution, another study from SEMRush notes that 94% of marketers are using social…