Why Your Business Needs a Brand Guide

If you’ve ever walked into a grocery store and felt the frustration of not being able to find the brand you’ve always bought because they changed the look of their packaging, you already know why a brand guide is important.

When a brand, a unique color scheme, or a logo makes its way into the collective mind of the consumer, it can be hard to change course. Constant repetition of familiar graphical elements combined with fonts, styles and other themes make it easy for your company’s individuality to stand out from the competition.

If your company doesn’t have a brand guide, it needs one.

What is a Brand Guide, Exactly?

We’re glad you asked. Simply put, brand guides are sets of rules, formats, voicings and messaging styles that attempt to keep a brand message consistent across all media. This goes for print ads, radio spots, product packaging, and anything else that might contain a reference or suggestion to the brand.

The simplest style guides can include just the basics, like logos, color palettes, and specific vocabulary to be used in messaging. At this point, it’s important to distinguish design guides from writing guides, as the two are often conflated. Because of this, many companies unify their brand guides into one, an all-encompassing guide that covers everything.

For now, we’re going to focus on design guides above writing guides, even though there can be some overlap between the two. As one of the best examples of a unified design style, let’s have a look at the iconography used in Google’s G Suite brands, like Gmail, Drive, Docs, and more:

Google brands
Credit: Google

One of the first things you should notice about the above graphic is that each icon has an intentionally simple structure with minimal depth. When you analyze these different G Suite icons, what you find is that shadowing or dimensional effects are only applied to about five to ten percent of the icon image at the most. Many of the icons remain in 2D for the express purpose of maintaining the brand presentation at lower resolutions. Genius!

Another key feature of these different G Suite design style is their use of the same four colors that are found in the Google logo itself: blue, red, yellow/orange, and green. This wasn’t done on accident: Google wants to be sure that when you see this specific set of colors, you think, “Aha! Google.” And, it works.

Time to Act

Perhaps you’ve realized that your company needs a brand guide of its own. Now that you know the basics of why they’re used, it’s time to start thinking about what to include in your guide. Think about fonts, graphics, color tones, and overall impression. What is the emotional response you want your brand to elicit? What styles, themes, or templates might be best to achieve this?

Want yet more ways to up the amplitude on your digital marketing? Contact Altitude Agency today, and let’s forge forward, together.

How to Figure Out Your ROI with Digital Marketing

For some businesses, the problem is not making money but in figuring out the best ways to reinvest that money to grow the company. You might have a successful coffee shop that is handing out hundreds of cups of coffee a day, but unless you turn that extra money into a worthy investment, your shop will remain stagnant.

Return on investment (ROI) is one of the more critical data points in any business strategy but how can you calculate ROI on a digital marketing campaign? Let’s learn how you can figure out your ROI data points, so you aren’t throwing good money down the drain to grow your business.

Figure Out Your ROI Before You Waste Money with Digital Marketing

The goal of any digital marketing campaign is to elevate your business and get a significant ROI. What type of goals you have depends where you currently stand, where you want to be, and what it will take to get you there. Any smart campaign begins with establishing concrete goals. Without goals, you can’t gauge ROI.

Doing the Math to Figure Out ROI

Measuring your ROI for digital marketing compared to traditional marketing is more difficult but is doable. Your goal is to set up conversions (sales, leads, or click-throughs) with a specific attributed value to find this ROI.

For example, you could assign any closed sales that initially issued from your campaign as a percentage of that sale. This is more difficult in some industries than others. If an ad secures you a direct $40 purchase, you can pencil that in. However, calculating the ROI for indirect business needs a value system to calculate its efficiency. This will take some work out on your end.

How many leads or clicks convert to sales? How many digital leads turn into appointments with a chance to close? You must use your history and knowledge of your company to assign dollar amounts or values to your campaign to help you measure your ROI. You might assign $100 to a lead that turns into an appointment or $300 to an appointment that turns into a closed sale.

Once you’ve come you with assigned values, you can use those values to measure success among different avenues of digital marketing including SEO, social media advertising, or a YouTube video campaign. It may take practice, but you can find accurate ways to measure your ROI within the digital marketing world and companies like Altitude Agency who are happy to help you do it.

Choose a Digital Marketer That Cares About Your ROI

A reputable digital marketer will help you calculate your ROI and track sales, leads, and other data as it pertains to your campaign. Companies like ours make their living on turning in positive ROI reports and wouldn’t be able to function if they couldn’t show demonstrable success from a campaign. Use us not just for ideas but for analytics, too.

Any investment in your company is about your ROI in the end. With the help of patience, monitoring, and Altitude Agency you can track your ROI for any campaign directly or by assigning values to different successes. Digital marketing is notoriously fickle so use your ROI and past experiences to make the best decisions moving forward.