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Creative Briefs

Thought-provoking insights into the Graphos world of web design, branding, inbound marketing and everything in between.

8 Ways to Get Killer ROI With Your Marketing Budget

Posted by Laurier Mandin on Nov 1, 2016 10:28:18 AM

Getting maximum Return on Investment from a marketing budget is far from an easy task. While new digital channels and inbound marketing options promise an unprecedented price to quality ratio, it can still be daunting to sort through the options and map them to your goals. Costs can be confusing, and beginning marketers often find the results disheartening.

As you might know, some of those channels and strategies produce a much better ROI than others, and great results are highly dependent on the execution. Here are eight of the most productive choices – and what to focus on in implementing each.

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Topics: Inbound Marketing, Social Media Marketing, digital marketing,

5 Branding Lessons You Learned in Kindergarten

Posted by The Graphos Team on Oct 25, 2016 11:09:14 AM

Branding is a complex and often befuddling concept. Even for many who have worked in the industry for decades, it remains the murkiest and most intangible part of marketing. Everything else, we can easily measure.

Yet when you think about it, a lot of foundational lessons about branding development and successful marketing (not to mention business in general) are closely related to things we all learned a long time ago in Kindergarten and grade school.

Sometimes a little review can be a key to breakthroughs with a challenging subject matter. Try to remember the first time you learned these 5 lessons – and I’m sure you’ll agree they apply more than ever in branding.

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Topics: branding, digital marketing,

5 Things Your Boss Wishes You Knew About Digital Marketing

Posted by Laurier Mandin on Oct 20, 2016 7:30:00 AM

Before you decide to present your next great idea to market or push your company on the Internet, you can probably expect your boss is going to be measuring your plans against some high-level but very critical criteria. If you don’t know in advance what these factors are, the campaign is likely to go in the circular file before your 15 minutes of spotlight time are up. So it’s important to know what is going to make your boss or supervisor respond favourably.

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Topics: Inbound Marketing, digital marketing,

Dear Canada: Start Taking Your Creatives Seriously.

Posted by Laura Erickson on Oct 11, 2016 12:29:10 PM

As members of a graphic design and marketing agency, my colleagues and I are constantly fighting for the practice of good design, and I’m consistently surprised at how many we have to educate on our value. The idea that money spent on creative services is largely regarded as a waste of resources is a deeply ingrained issue that overlaps all creative fields.

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Topics: logo design, web design

7 Web Design Essentials Every Business Gets Wrong

Posted by The Graphos Team on Oct 4, 2016 7:00:00 AM

Website design often comes across as easy in concept. After all, aside from some HTML tags, can’t anyone do it? Numeous online tools make it easy to whip up a website of sorts with no coding ability at all.

And therein lies the complexity many people miss. A good business web design is not just about stuffing a page with words and stock images. 

It’s about creating a truly helpful Internet resource, strategically designed to position your brand as a market leader, convert visitors to sales leads – and keep your audience coming back for more.

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Topics: web design

4 Valuable Branding Lessons from Your Competitors

Posted by Laurier Mandin on Sep 20, 2016 7:30:00 AM

There are literally thousands of books about branding (about 298,000 according to a Google Books search). You could devote a career to studying the topic, and many people have.

But some of the best, most relevant lessons are very close at hand. You need to look no farther than others in your field. 

I’ve heard a number of entrepreneurs say, “we have no competitors.” Almost always, that's dangerous ego-speak. Unless your prospects have no alternative at all but to use your product or service, you have competition. (And if you’re among the innovators who truly do not, savour the moment. It won’t last.)

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Topics: branding

3 Healthcare Marketing, Branding & Web Design Myths You Need to Stop Believing Now

Posted by Laurier Mandin on Sep 15, 2016 12:23:03 PM

My first job out of college was at the Royal Alexandra Hospital in central Edmonton. Part of the job was creating newsletters, brochures, displays and other communication material.

And because the Royal Alex is a teaching hospital, I was always on call to photograph surgical procedures, autopsies, and any specimen the physicians found unusual or bizarre.

To a kid, the morgue and O.R. seemed pretty gruesome. But it was absolutely fascinating.

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Topics: logo design, web design, healthcare marketing

Is Your Service Business Growth-Driven or Brand-Driven?

Posted by Laurier Mandin on Aug 29, 2016 8:00:00 AM

There are many kinds of professional service businesses. Law firms, accountants, dentists, architects, chiropractors, engineers and consultants of every ilk.

And they’re as unique as snowflakes, each with its defining vision, personality and approach to what they do.

Yet almost every small and medium-sized professional service businesses falls into one of two camps: growth-driven or brand-driven.

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Topics: Inbound Marketing, branding

How Your Web Design Company is Holding You Back from Greatness

Posted by Laurier Mandin on Aug 2, 2016 10:01:56 AM

Most web design agencies take a fairly similar approach to their work. And considering a business’s website is by far its most valuable sales and marketing asset, that methodology is completely wrong.

Because it’s holding back your business growth.

Let me explain. The web design cycle typically goes something like this: 

Your business needs a new website to replace one that’s become outdated. The web design company presents a pleasing UX design, sketches up some wireframes, does a spit-and-polish on your old website’s content, and pulls it all together in a template. Perhaps there is a bit of SEO tweaking to bring the “new” site up to current standards. A little testing (hopefully), and away you go. Everything seems fine, and you get some reassuring compliments. It’s definitely a step up from the old site.

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Topics: web design, Growth Driven Design

A 5-Step Guide to Differentiating Your Brand from the Competition

Posted by Laura Erickson on Jul 26, 2016 9:31:05 AM

If you’ve been trying to attract more clients to your business, I have some advice you may find counter-intuitive: Narrow your focus.

In an era of big-box retail and A-to-Z shops like Amazon, many businesses feel pressured to be ALL services to ALL people. The truth is, fitting in means failing.

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Topics: branding

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