Why good copywriting is vital to digital marketing success

“The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships.”

– Leo Burnett

Copywriting is one of, if not the, most important element in marketing. It’s the tool you turn to when you want to get an audience to take action! Effective copywriting informs, creates awareness, and persuades a reader to do something. 

While effective marketing is a mixture of other essential elements like graphic design and strategy. Copywriting is what’s used to communicate with the reader while leaving a positive and lasting impression.  While good design can draw a reader in, it’s the copywriting that does the ‘motivating’ to take the next step.

Not all copywriting is the same

To be effective, copywriting has to match its medium. In situations where a reader only has a limited amount of time, like a passing billboard, to read and receive a message, the copywriting has to be clear and concise.

Other mediums, like flyers, allow for more reading time and an opportunity to write copy that entices and pursues a reader to take the desired action.

Aligning the copywriting with the type of marketing ensures its effectiveness and impact.

Copywriting vs Content Writing

While both material writing, there is a fundamental difference between content writing and copywriting. Content writing is writing that informs and shares valuable information with a reader on a specific topic.

Copywriting is text specifically tailored for marketing materials like headings, digital and print adverts, email marketing, brochures, and calls to action.

Good copy and content writing go hand in hand. Without quality copywriting good content would never get the proper attention it deserves.

Creating an image through copywriting

Differences between brands are not only limited to their logo and the colours they choose to use. Their identities are also shaped by the tone, style, and language of their copywriting.

Copywriting reflects a brand’s character as much as the visual elements of their branding. The tone of your copy should effectively communicate the values and emotions you want readers to feel.

The perception a reader has of a brand will ultimately impact their behaviour and buying habits.

Copywriting and Google

Good copywriting can also boost your SEO efforts. With search engines continually improving their algorithms, good copywriting has become a key element in allowing search engines to identify, understand, and rank quality content.

It’s important to remember that the best copywriting strikes a balance between sharing valuable content readers will want to read and being tailored towards making Google and other search engines happy.

As digital marketing’s importance in connecting with global audiences continues to rise, the importance of good copywriting will become more significant. The ability to make readers excited and curious will be crucial to inspiring action and ultimately the success of your digital marketing efforts.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

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How to create a professional portfolio

You can’t use up creativity. The more you use, the more you have.

– Maya Angelou

A portfolio is more than just a collection of your work. For creatives and non-creatives alike, a portfolio is a calling card to the outside world. It’s a way for you to showcase your abilities while sharing your story.

Portfolios can be used to help boost your personal brand, share your skill set, increase your digital visibility, and most importantly attract potential clients.

Creating a portfolio that stands out while quickly and clearly sharing your expertise and value with visitors is important. First impressions count no matter what industry you’re in, it’s not only designers and creatives that get to create amazing portfolios.

Even if you work in a non-creative role, thinking outside the box can help you represent your work visually and take advantage of the way people process information.

So, what elements make up a well thought out and professional portfolio?

You & Your Work

You want to create a portfolio that shows off who you are and what you’re offering. Help clients understand what it’s like to work with you by introducing yourself, sharing your experience, personality, and background.

The work you decide to include in your portfolio has to be the right mixture of ingredients to shine. Include your best (or most successful projects, quality over quantity), and content that targets your ideal client (keep to your niche or where you want to be).

Don’t limit yourself to work projects alone, include personal projects or mock-ups. Having a mixture of content lets you showcase your skill and creativity, something all clients are looking for. 

Showcasing you and your work together is all part of building your personal brand.

Simplicity (Design and Navigation)

When it comes to portfolios ‘less is more’ really is the best. Keeping the design and layout of your portfolio clean and simple to use is important in creating a good first impression.

Categorizing (or filtering) your work makes your portfolio easier to navigate and informs clients of the different skills or areas of expertise you have. Make yourself accessible so clients know how to best contact you.  

Awards and Accomplishments

Including social proof or your track record in the portfolio helps build credibility and trustworthiness in your personal brand.

Share client testimonials, awards, and certificates. Let people know how good you really are.

Keep evolving

A portfolio is an evolving collection of your work and professional career. Search engines are always looking for fresh content and clients want to see up to date styles.

Update and change your portfolio as you grow, your goals change and your work evolves.

Creating a portfolio is an effective way to highlight your uniqueness in a sea of competition, it helps potential clients understand more about you, your style, abilities, and accomplishments.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

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What makes content go viral?

“The internet affords a level of relationship with consumers hitherto unfathomable.”

Lucas Donat

Viral content: The gold standard for successful digital marketing – at least, according to marketing clients. And, probably the bane of every digital marketer’s existence, who’s had to manage expectations of viral content being a norm rather than the exception.

The advent of social media has leveled the playing field, and fame and fortune are no longer an elusive enigma, reserved for an elite few. Every fame-hungry TikToker, influencer, YouTuber, and brand out there know they could be one click away from producing that magic piece of content that could garner enough views and shares to catapult them into the realms of instant stardom. And, if you’re in the business of digital marketing, so do your clients.

In the world of social media and digital marketing, everybody’s looking to trend. To do so requires cleverly crafted content with enough wit and smarts to make it go viral. Simple? Not so, according to marketing experts.

So, what does it take for content to go viral? Is there a magic formula or strategy? Does it happen by chance, or through the carefully thought-out efforts of a high-cost marketing strategy?

There is no magic formula for content virality. Viral content is so rare that most marketers agree that even the most carefully crafted, big-budget promotion cannot guarantee it – although it can go a long way to increasing your chances.

Viral content takes a dexterous mixture of deliberate planning, good strategy, clever targeting, and, wait for it…a whole lot of luck! Content virality is, after all, a game of being at the right place, at the right time.

However, if your business is not yet in a position to spend on a high-cost digital campaign, there are certain elements you can incorporate into your content to increase your chances of hitting that ever-elusive viral content jackpot! The most common elements include:

Lists and GIFs: These, according to research, are the most shared types of content on social media. So, if you can craft yourself a catchy Top 10… list, or create a punchy GIF, you’re well on your way to going viral.

Tapping into the ego: Besides lists and GIFs, social media research also suggests most of us have a little “inner-narcissist” that draws us to content we think makes us look good or clever. If your content appeals to people’s egos, they’re likely to share and make it go viral.

Emotional triggers: Content that triggers positive emotions, entertainment or amusement tends to get more shares than negative content. Humanizing your content is a great way to connect with an audience.

Shock factor: Something unexpected to shock and amaze.

Tips and hints: When people find your information useful, they’re more inclined to share with others. It taps into the ego factor, where they feel it makes them look good.

Offers: Everybody loves a freebie! If you’re giving away freebies, you can almost be assured to get a sharp increase in likes and shares.

Influencers: If you can get a good one to notice your content, go for it!

It’s important to remember that you cannot force your content or campaign to go viral, for content to truly spread beyond just your target audience and get shared by others it needs to happen organically. Keep your focus on creating good content that fits your brand and targets your audience, if it has the right mix of ingredients it might just go viral.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

A vibrant song to get our moods lifted in this new week that is just starting. “Sail Away” by Møme. Listen to this and other inspiring hits on our Spotify playlist.

Do I need a logo for my personal brand?

Personal Branding is not about pretending to be a perfect person. It’s being real to the world with your flaws and fortes.

– Bernard Kelvin Clive

To answer the question of whether a personal brand needs a logo it’s best to start with a question.

Why do you think your personal brand needs a logo?

A common answer here is, “ because I need an Identity “, “ it’ll make me look credible, especially for social media ”. And while the primary function of a logo is to identity, there is a difference between a logo used by business brands, to differentiate and create separate identities for their products and services, and one representing a personal brand and reputation.

To get a logo for your personal brand just because, would not be a good reason. A personal brand can survive and succeed without a logo.

However, there is a case to be made for having a logo for the right reasons. A personal brand is a combination of your unique style, values, and beliefs, and the logo you choose to use should attract and remind audiences of your style and values. A logo forms part of your personal brand identity, it shouldn’t be what defines it.

A logo also helps you stamp your expertise in your specific niche, enhance your marketability, and through your logo design aids in helping people build an affinity towards your personal brand and you as a professional.

So, what makes a good logo? There are a few elements that determine if a logo is good or not.

Is it simple? Simple logos are quicker and easier for people to recognize. Limit the colors, fonts, and wording you use to keep the design clean and simple.

Is it relevant? Not just to your niche but to the market and time. This is why we see companies rebrand and reposition themselves over the years.

Is it unique and memorable? Your logo should grab attention while showing off your uniqueness. Having a well-designed memorable logo is a way for people to instantly connect and associate with you and your personal brand.

Is your Personal Brand using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk!

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Living blissfully through music. For it, in itself, is pure inspiration. Our mindfully picked music selection to awaken the creative space inside your mind. Here. On Spotify.

Social Media Strategy Self Enquiry

“Ones vision is not a road map but a compass.”

– Peter Block

On the surface, building a thriving image with the help of social media looks fairly easy. There are, after all, thousands of examples of personal brands with excellent social media profiles full of great content in every type of niche.

But if you’ve ever tried (for an extended period of time) to run and manage a social media campaign, you would have noticed that to gain the type of following or garner the levels of engagement some successful personal brands do, takes a well thought out strategy and plan.

Without a well-defined roadmap, social media management quickly run into several common problems. Namely; content that doesn’t target their audience, content that varies in its purpose, and publishing content on an inconsistent basis. All this leads to poor results with lots of time, and probably money, invested.

So before diving into content creation, it’s always wise to take a step back and plan your approach. Whichever process you use to create your social media strategy the following points will help you not only define your vision but outline the steps it takes to get there.

What are my online communications goals?

While creating generic goals might be easy, creating specific and measurable goals that you can work towards is something every marketing expert will tell you to do. And they’re right. Document specific goals (and in what time frame) your personal brand would like to achieve them. This will allow you to narrow your focus and push forward with a clear direction. 

Who am I creating content for?

Every product or service has an idea of their ideal customer. By defining exactly who it is you are targeting you can better understand how to align your content with their needs.

You’ll be better able to answer the question, ‘Where will I find my customers and how should I engage with them?’. Having a clear notion of your ideal customer will help you find the right social media platforms suited to your personal brand and audience. Creating the right type of content for the right people is a sure way to get the attention of your target audience.

How will I get my message across?

At this point you have a clear image of who you’re sending your message to, next is deciding on the tone and voice to use in your marketing. Outlining your voice and the tone you use for different audiences and scenarios is what best shares your personality, image, and values.

Create engagement and get valuable feedback by sharing content that speaks to your audience in a format or channel they prefer.

Am I meeting my goals?

When it comes to getting insights into your social media analytics, there is no shortage of different KPIs, metrics, and reporting dashboards to review.

But knowing which ones to focus on, measure, and track is linked to your goals. Review the specific objectives you set yourself at the onset of creating your strategy and use the data that supports those targets.

Knowing when to review your goals or pivot your approach saves you time and money.

It’s important to remember that any social media strategy or content plan usually requires investment at the start. Whether it’s your time or money, the return is worth the resources. In a competitive environment, it could mean the difference between a struggling personal brand and a thriving one.

Knowing how your strategy is performing will help you make informed business decisions.

Are you using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss


Personal branding is fun! This is why this 2006 “almost classic” song, “Young Folks” by Peter Bjorn and John created the perfect environment for a personal branding inspiration moment. This and more inspiring song moments are waiting on our Spotify playlist.


How to create personas for B2B companies

If you aim at nothing, you will hit it every time.

Zig Ziglar

A massive 72% of B2B buyers expect personalized engagement from vendors, tailored to their needs – this, according to research by US software giant, Salesforce, titled State of the Connected Customer. Even more interesting, or perhaps unsettling for business owners, is how 76% of the customers surveyed, feel it’s never been easier to take their business elsewhere, thanks to technology.

In today’s fast-paced digital era, the old saying; time is money has never rung truer. The average B2B buyer has no time for the one-size-fits-all sales pitches of the pre-technology days, or to sift through a minefield of information to find what they need.

Today’s buyer wants customized solutions and expects you to understand and meet his needs.

So, how do you “get into” your clients’ minds to understand their needs? The simplest way is to create buyer personas, or archetypes, in layman’s terms.

Personas are detailed profiles of your ideal clients, based on your team’s combined research, and data: Designed to help you understand their needs to tailor your solutions accordingly.

Now, there are no shortcuts to creating high-value personas, but a carefully crafted profile can be invaluable to your marketing strategy. Done right, it could increase your conversions by 73%, according to Aberdeen research. To do so, you need to consider these factors:

1. Buyer demographics

First and foremost, you need a proper understanding of your buyers’ background. This includes:

  • Age
  • Gender
  • Education
  • Income
  • Geographical location
  • Interest
  • Job title and role
  • Career goals
  • Job-related challenges
  • Challenges and,
  • Necessity points

2. Their company’s DNA and what drives them

Dealing with B2B buyers often means you’re dealing with multiple decision-makers. To understand what drives your buyers, it’s imperative to have a detailed understanding of their firms, as well as the industries in which they operate.

You need to learn about:

  • Their company sizes
  • Culture
  • The average day of a typical employee
  • Reporting structure
  • Relevant decision-makers

Equally important, you need to find out about the industries the companies clients belong to, and what products or services your buyer’s firm provides for them. Bear in mind when dealing with multiple decision-makers, you’ll need to create multiple personas to help give you a better understanding of the personality traits involved.

3. Influences

These include questions about how your buyers absorb information, their preferred platforms, and sources of information. To do this, you’ll have to consider the social media platforms they use and other networks they’re on, popular keywords and language used your buyers’ circles as well as the type of publications they’re interested in. Simply put, if your buyers are all on LinkedIn, there’s no use trying to engage them on Facebook. You need to go where they are.

4. Challenges and deal breakers

Lastly, you need to learn about your buyer’s challenges, as well as those faced by his organization. The more you know about these, allows you to optimize your messages for maximum conversion.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Another inspiring moment, with an inspiring music background. “Riverwards Stream” by Nora En Pure. Listen to this song and more on our Spotify playlist.



What Can These 5 Branding and Social Media Quotes Teach Us?

“The wisdom of the wise, and the experience of ages, may be preserved by quotation.” — Issac D’Israeli

In an age of consumerism, fuelled by extravagant marketing and influencers, the importance of branding and social media engagement, as a differentiator, has never been more apparent.

With product relevance seemingly dictated by perception more than actual value, business survival has become a game of “Survival of the Fittest Brand!”

Here are 5 quotes to help you understand the importance of branding and social media for your business:

Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception”

Ashley Friedlein – CEO and founder of Guild

Now, unless you’re the new kid on the “novelty” block (think Uber or Airbnb), chances are, there’s plenty more where your product or services came from. Simply put; your target market is already spoilt for choice. With all the noise and information overload, who your clients pick, almost always comes down to branding. People don’t buy products, they buy the promises, expectations, values, and feelings communicated by your brand. It is up to you to shape that perception.

“Your brand is a gateway to your true work.”

Dave Buck – CEO of CoachVille

If eyes are the windows to your soul, then your brand is not only the window too, but the soul of your business. While your products and services pay the bills, branding sells what you’re offering. When consumers choose your products, their choice is influenced by what your brand promises to deliver. It is through that promise, that they identify with your true work.

“Social media will help you build up loyalty of your current customers to the point that they will willingly, and for free, tell others about you.”

Bonnie Sainsbury Founder and CEO of Social Media Smarter

The age of social media upon us! Not only is it here to stay, but has single-handedly revolutionized marketing communication – almost rendering the spray and pray approach of traditional media obsolete, with its targeted approach. After your website, your social media platforms are usually the next go-to places for clients looking to engage. How you engage with clients shapes brand perception. And, when consumers get excited about engaging with, or about your brand – that’s social media done right.

“A brand is a voice and a product is a souvenir.”

Lisa Gansky – Ex CEO and co-founder of Global Network Navigator

As mentioned before, people buy brands, not products. In the days of information overkill, the reality is, you could be sitting on the best and most superior product in your niche. If consumers can’t identify with it, quality won’t matter. Why? Because the feelings associated with your products, and the perceived needs they meet, are what they ultimately buy.

“You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.”

David Meerman Scott – Online marketing strategist

Meerman’s statement about the advantages of social media is quite self-explanatory. Besides cost-effectiveness, the modern-day consumer (a whopping 72% to be exact), according to SmarterHQ, only engage with personalized marketing. Social media’s ability to let you handpick your audience, at little or no cost, trumps any exposure traditional marketing can ever hope to offer your brand.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success. Let’s talk.

Our Moment of Bliss

Nevermind The End” by Tei Shi. One of the latest song additions to our Spotify Playlist.



Don’t restrict your B2B social media strategy to One Social Network

A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.

Scott Cook

If you’re a B2B company chances are your current online presence is restricted to your website and just one social platform. Which would make sense, because social media is for B2C companies… right?

Finding new clients and growing your network is important for B2B companies, but employing a social media strategy that only focuses on these points loses out on one of the key benefits of social media: Branding.

Using social media to build your brand and share your business’s story will allow you to shape your online image and attract the clients you want.

Twitter is a great example of how a B2B can communicate in real-time with its audience, answer questions, and actively participate in conversations in their industry to both inspire and educate.

To become recognized as a go-to authority for expertise on a selected area of specialization, B2B’s must share high-quality content that clients, intermediaries, and even competitors recognize as valuable. On the right social platform, this can become a powerful and viral tool in building engagement and a brand’s name.

With not all content being suitable to be shared everywhere, B2B companies need to decide on the type of content to share on their chosen platforms. Having the ability to post different types of content (think videos and curated content for Facebook, company news and professional content for Linkedin) to different channels gives B2B companies the freedom to showcase a side of their personalities and culture that would have otherwise remained hidden to both potential customers and jobseekers alike.

By creating a voice on more than just one platform, B2B’s get to benefit from the unique advantages each has to offer, which ultimately strengthens and supports the main marketing strategy by creating brand awareness and advocacy.

Is your business using social media’s full potential?

At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success.

Let’s talk!


Our Moment of Bliss

The music comes and the music stays on our “all-encompassing” Spotify playlist. Join us!


Visual Branding: Why You Need It.

If you don’t give the market the story to talk about, they’ll define your brand’s story for you.”

David Brier

The next time you’re on social media take note of how quick you are to scroll past anything that doesn’t immediately grab your attention.

Within a few seconds, a (potentially interesting or valuable) post can disappear into an endless social media stream of information, never to be seen again. With the exception of blogs, articles, and some other content types, posts shared on social media have a short-lived lifespan.

So, how then do you get people to stop, read, and engage with the content you painstakingly put out there to entice and educate your audience?

In order to take advantage of the milliseconds, it takes a person to process your post and decide whether to pause or not has everything to do with your ‘Visual Branding’.

Good visual marketing grabs attention.

Visual Branding is the introduction your business makes when meeting customers, it’s the first thing they see and evaluate your brand. This visual identity is what conveys your brand’s voice, values, and personality.

Creating visual content that appeals and influences how an audience reacts, is down to a mixture of different elements, that when blended together create your unique visual identity and brand experience.

Each and every brand has its own story, regardless of industry or niche. Sharing your brand’s history, experiences, mission, and even the voices of the people who work there create a story that helps people connect and understand your brand. Creating visual content to support your story makes it easier and more appealing to viewers.

Creating consistent visuals (using fonts, colors, materials) with a unified look, and feel across your online content, helps in building consistency, differentiates you from your competitors and aids in strengthening your reputation.

The tone of voice which you communicate through social media (and off it) is extremely important, as it helps define your personality and gives your brand a human side. Defining your tone can help you come across as fun, smart, vibrant, and empathetic.

But possibly the most important aspect of visual branding is having a clear and aligned message across all platforms. This helps people interpret your message as you intended it and makes your brand feel more dependable, recognizable, and professional.

When we design content that combines tone, look and feel, and an aligned message – we help develop experiences that shape the way customers think and interact with a brand.

Is your business using social media’s full potential? At Brieffin we use our expertise to unlock everything social media has to offer your business or personal brand. We use our experience in content creation, strategy and planning, and social media management to help build consistency and deliver marketing success.

Let’s talk!

Our Moment of Bliss.

Where would we be without our beloved music? Listen to “So Good At Being in Trouble” by Unknown Mortal Orchestra on our Spotify playlist.



Communicating Authenticity For Healthy Engagements

Stay true to your values. That’s why you were a success in the first place, and that’s how you make incredible things happen.

Rafe Offer

“I recently heard some colleagues of mine discussing a brand they both liked, and when I enquired as to why this seemingly normal brand was held in such high regard by both of them, their answer was simply because they felt the company was authentic and transparent with their customers”.

In a digital world where every move a brand makes can be scrutinized, saved, and shared in record time. It makes sense then that building a relationship with your customers based on trust, transparency, and authenticity will create a sense of sincerity around how you do business.

Why is that important? Isn’t the purpose of marketing to outshine the competition by being more persuasive, flashier, and stealing the limelight where ever possible?

A few years ago some would have argued yes, the biggest marketing budget always wins, but not anymore. Audiences have wised up and are watching brand interactions and communications closer than ever.

So why then does authenticity matter so much and what should brands focus on to become more authentic?

Brand Values

Most customers today would agree that price alone is not enough to keep them coming back. Who they do business with and which brands they support, in turn, say a lot about how they see themselves. Finding brands that share common values is becoming increasingly important.  

Getting feedback about what your customers want is worth its weight in gold. It allows you to understand the values and beliefs your customers hold and align yourself more closely with them. But knowing what your customers want alone is not enough, you need to show them through your voice and actions in order to build real connections.

Trust

A customer relationship built on trust provides important advantages for brands. It makes it harder for competitors to get their attention. Customers feel more confident in recommending your brand to others. And inevitably when things go wrong (and in business, they might) having customers that trust and support you will accept your apologies more readily and help you bounce back quicker.

Consistency

Building trust and an authentic brand like all good things take time and a consistent effort. You can’t pick and choose where you show your support or communicate certain messages. Being consistent is about making sure that your brand voice, images, actions, and values are the same across all channels. Aligning yourself with a certain political stance or message on one platform and then saying something different on another will lead to customer confusion and a loss of trust.

Honesty

Having great brand values, building trust, and delivering a consistent message is nothing if you aren’t being honest. Customers that feel respected are more likely to stick with you. Usually, becoming an army of brand ambassadors (the best kind of marketing). But it all stems from being honest with them even when things don’t go to plan.

Your target audience’s perception of your brand will ultimately decide its success. To appear transparent, authentic, and trustworthy you actually have to be transparent, authentic, and trustworthy. Those brands that stick to their values and show real authenticity even in trying times are the ones that set themselves up for long term success. 

Our Moment of Bliss

Authenticity transcends beyond mountains, or ‘mountains beyond mountains’, as Arcade Fire artfully sings in Sprawl II, already bookmarked on our Spotify playlist.

 

Oh, The Stories We Can Tell!

That’s what we storytellers do. We restore order with imagination. We instill hope again and again and again.

Walt Disney

Storytelling in marketing is nothing new, but so many brands continue to miss out on the unique capabilities that this type of communication tool can provide for their business.

Storytelling in business can be used to help break down or clarify a message that your customers will understand, remember, and possibly share with others.

That last point is especially important because a positive conversation about your brand from a trusted friend, family member, or colleague can hold a lot of weight and influence on how you view that company in the future.

Because humans are complex emotional beings, when it comes to marketing, appealing to logic and reason is in most cases only half the job. To try and create a level of trust (that grows over time with positive experience) brands can use storytelling as a way of building a relationship with their audience.

However, creating a real connection isn’t as easy as it sounds, people aren’t easily fooled by tall-tales and a questionable back story. So, it’s important to show your brand’s true colors and be authentic in the story you are telling.

As far back as we can remember people have been using stories to pass down information, but why use a story, surely, it’s just a longer route to saying what you actually want to say? While it might be longer, stories help us recall information that we may have otherwise forgotten, allowing us to piece together the underlying message and process how we feel about it.

For marketers, this is a great way for people to remember specific details about your products, services, or brand in general. Making it easier for them to recall those feelings when they see or interact with your brand.

Storytelling is about context and blending facts and feelings to hold a customer’s attention long enough to make an impression.

Creating a story that plays on the emotional side of our brains, allows brands a different way of marketing, one that shifts from a selling mindset to a connecting one and engages your audience in a way that your competitors might not be.

An important aspect to remember is that sometimes the best stories lie not with your business but with your customers and their experiences. By sharing stories that other customers will find relatable they subconsciously make a connection with your brand.

Storytelling isn’t just about words either, humans are undoubtedly visual creatures. With more and more businesses creating video content, it’s important for brands to cut through all the clutter. Creating engaging stories is the quickest way to connect, build trust, and ultimately drive sales, traffic, or interest in your business offerings.

Storytelling is also not limited to any one industry or type of business. Any brand no matter how small their niche can tell their story and capture the hearts and imaginations of their audience. With a thoughtful and consistent approach telling your story might be your best marketing weapon yet.

Our Moment of Bliss

Storytelling is not limited to anything. Music is one of the best sources of all types of stories. Today we focus on the electronic song “Over & Out (Delamare Remix)” by Sparrows, Delamare featured on our Spotify playlist.

 

Creating a Content Strategy for Awareness Success

Raise your awareness and share your uniqueness with the world.

Amit Ray

It’s time to talk about “Content”.

Surely you’ve heard about content calendars, content strategies, content creators, content schedulers, and the list goes on. With all the buzz around social media and digital content, it’s important to take a look behind the curtain to see what goes into making great content. 

So, what is content then?

Content by definition is any information (imagery, audio, blogs, videos) that have been created for a specific purpose either to entertain, educate or persuade a target audience. 

Reviewing your current content creation process is important because it’s not just one thing that makes great content stand out from the rest, it’s the culmination of a lot of smaller steps that lead to making content people love and find valuable. 

To make great content you need to first have a proper strategy in place, to help define your goals, create customer personas and understand how your target audience consumes, saves or shares information on each platform. Once you know how a target audience is likely to interact with different content, you can start the content creation process.    

A good content creation process asks questions. Once you know who you intend to make content for, you need to know why you are creating it; is it for customer education, to show off your expertise, or other marketing efforts? Researching what your customers want to know about a specific topic and then creating content for them is a smart way to draw their attention to your content.

Enhancing your content through good Design & Copywriting

Basic human biology isn’t difficult to understand, we are all visual individuals. The neurons in our brains responsible for visual processing far outnumber some of our other senses. It would make sense then that good design should be a priority when it comes to creating content.   

We’ve all spent time on social media, scrolling through our feeds, as our attention jumps from one post to another. It’s our job as marketers (whether you’re a brand or a personal account) to design content that makes the viewer pause and take note of what they’re looking at. 

Design is about more than just color and typography. It’s about understanding the impact that a consistent and well thought out theme will have across an overall online presence. Good design invokes a sense of professionalism or trust in a brand. 

Using good graphics, contrasts, scale, balance and generally keeping it as simple as possible while still adding enough of an impact to make someone stop and say “I’d like to know more”. 

Once you have a great design that has been optimized for social media, it’s time to turn your attention to an equally important piece of the content puzzle: Effective and thoughtful copywriting can make a campaign successful, drive traffic or even boost brand engagement. 

A brand’s tone should reflect their values, personality and convey their overall image. Paying close attention to what you are saying and how your target audience might receive your message, is a powerful strategy in driving customer behavior and turning your content into more than just “another post”. 

At Brieffin we take our experience in content design and copywriting to tell your story and showcase your expertise. Optimizing every piece of content for each network. If you feel like creating content is an uphill battle get in touch to see how we can help you stand out and get noticed. 

Our Moment of Bliss

 Safe” – Bay Ledges

“Yeah, we got magic in our hands,
We play in the stars when the sun comes up”.

Join us and keep listening on our Spotify playlist.

A Little And A Lot Of Digital Marketing

It’s always a good idea to sit at the fun table.

Esther Hicks

If you ask most people what “being digital” means, some probably will answer: to be virtual, to use electronic technology or being on the internet, and while technically these answers aren’t wrong, they don’t accurately describe how it links to communication in a business sense. 

So, what does “being digital” really mean for a business? The following Mckinsey & Company definition explains it perfectly.

“Being digital requires being open to reexamining your entire way of doing business and understanding where the new frontiers of value are. … At the same time, being digital means being closely attuned to how customer decision journeys are evolving in the broadest sense.”

Is content… still king?

If you are involved in marketing then there is no doubt you’ve heard the phrase, ‘content is king’. Today, this statement is truer than ever. What is changing, however, is how people on social media consume content.

With more and more content being produced and changing customer behaviors, brands are having to change the way they think about, produce and share their content on social media. All to capture a customer’s attention for long enough to make an impression on them. 

Standing out means spending more time and resources to produce content that not only appeals to your target customers but adds value and makes them feel connected to your brand. 

Does your business need to be on all social networks?

The answer all depends on where you believe your potential customers to be. Each social network has evolved over time to appeal to a specific audience for a specific purpose. The trick to deciding which platform to join depends on your business goals and the type of site-specific content you can produce.

Aligning your part of your marketing strategy with the right social platform, whether it be Facebook, Instagram, LinkedIn, YouTube or Twitter will help you connect with your target audience. Understanding where your customers are and then sharing content that is relevant, reliable and consistent will not only build trust in your brand but also cement your name in their minds as a leader in your industry.  

Real engagement takes patience

For most brands, building up customer engagement is a slow but invaluable process. Not only does positive engagement help grow your following online but it also provides businesses with direct access to customers’ insights and feedback, which are crucial to any successful marketing campaign. Cultivating genuine and meaningful conversations and replying to comments and questions all forms part of a good organic engagement strategy. It’s through real engagement that a brand can share a side of their story that’s not always achievable through traditional marketing methods. 

Is paid advertising worth it?

The honest answer is yes, for most brands leveraging the power of paid advertising on social platforms gives them access to a specific audience, enabling them to be seen and get their message across more effectively. 

Social media giants are constantly making changes to their algorithms, and in most cases making it more difficult for organic content to reach a wider audience. 

However, with most of the world’s population now on one or more forms of social platform, these changes aren’t necessarily a bad thing. With the large amounts of data, these networks collect and process, using paid advertising lets brands place the right content in front of the right audience at the right time. There are some exceptions to this of course, slower more organic engagement works better on LinkedIn where relationships are usually cultivated on a more professional level. 

Effective communication on social media takes an understanding of how to create content that grabs attention, copy that persuades, which networks will deliver the best results and how to create positive brand engagement. At Brieffin we handle the time-consuming tasks and create professional strategies that help our clients make the most of the ever-evolving social media and digital landscapes. 

Our Moment of Bliss

 Stockholm” – Atlas Genius

We can crawl or we can run towards the sun… while we listen to our wake-up-and-smell-the-coffee collection on our Spotify playlist.

The Power Of Content For Connections in online Communication

Quality is never an accident; it is always the result of high intention, sincere effort, intelligent direction and skillful execution; it represents the wise choice of many alternatives.


William A. Foster

Let’s begin by understanding two important terms, Intention & Follow-through, for the purpose of this article.

Intention:
a thing intended;
an aim or plan.

Follow-through:
the continuing of an action or task to its conclusion.

Digital marketing has been around for about three decades now since the first appearance of this concept with the launch of “Archie”, the first-ever search engine. Nowadays, we don’t find people or brands asking what it is, or how to use it technically-wise, but the challenge lies in what (to create), where (to share), when (in time), and how (in purpose) of content strategy.

All the main social media sites have strengthened and while in the beginning, the intention was on “personal” connections, the last few years of marketing and advertisement overflow on these platforms have left users asking to return to that more personal approach, but this time around… with the brands.

The growth of entrepreneurship around the globe has triggered an even larger rise in this behavior, making it easier to reach out to our professional connections, family, and friends to promote that which we are committed to. Digital marketing, and social media more specifically, have made possible the creation of integrated advertising campaigns at all levels, merging the personal and the professional worlds.

We’re all in this together. People and Brands.

In this stage and age in which almost every user has developed knowledge about how social media works and what it is about, the improvement in content quality haunts us all. The relevance of doing-it-right. Content has been gaining even more importance with the over-producing and over-sharing of graphic and written media and the limitless demands placed on all these social platforms by the users globally. Demands that are placed lastly on the content producers.

Random content without intent for the sake of awareness is now seen as spam, memes have lost their humor, and videos of cats… oh well, they’re still fun to watch! But the point is that either visual or text-wise, people and brands that really commit and consider social media as a valuable tool for awareness, and connection, are working harder on their intention to deliver content that communities look forward to seeing, watching and reading.

However, the overflow of options can lead to confusion and this why the follow-through of those intentions set by digital marketing and social media strategists is even more important today.

From both a user and a marketer perspective, content purposefully delivered can help us all to make better choices. To make sure that our needs are met in our consumerist society, online and offline, at all levels.

For those times in which you feel directionless of how a social media plan could work for you and your brand, contact us and we’ll be happy to show you what our Content Creation and Scheduling packages are all about.

Our Moment of Bliss

A Shock of Heart .” – StéLouse

A powerful thought: We can change the world if we change our words and the way in which we deliver those words.

Take a moment off to doodle your next communication plan while listening to a carefully catered collection of inspiring songs from our crew on our playlist on Spotify.

Our Thoughts and Experiences are Here

Close to our Spotify playlist and an awesome cup of coffee!

We all leave a part of ourselves in every piece of content that we create and share: our thoughts, our point of view, a pinch of our personalities.

Inspiration plays an important part for us when putting together our ideas and writing them down.

Over the years, we have collected words that have inspired us to write about certain topics. Today we’re putting together fragments of some of our articles and the thoughts of those who inspired us to write each and every one of them.

Here we go.

True joy results when we become aware of our connectedness to everything.

–  Paul Pearsall

Our world has always been about connectedness, and today’s technology allows us to connect in a different way, on a larger scale than ever before. By putting in the work to streamline your social media content efforts and engage with your consumers, everyone involved is able to benefit from this new form of connection – a true online community.

– Social Media Engagement: Building a Community

Charm them with your presence as soon as they look at you.

– Anna Held

One of the challenges with social media can be how to attract your audience. Make those first connections, keep them interested and entertained. Exhausting.  But as time flies by, we will discover that the key to moving forward is keeping a steady level of quality, constancy, commitment and, well yes, charisma!

Charming our Brand into Likes

Awareness is like the sun. When it shines on things, they are transformed.

Thich Nhat Hanh

Speaking of that clear and consistent message, your brand is your message. When your brand is sleek and coherent, it creates harmony. That harmony is appealing for consumers, and strong branding gives you credibility – before you’ve even said a word.

Falling in Love With Brand Awareness

Art is a step in the known toward the unknown.

Kahlil Gibran

When sitting down to create, design, or write, there’s a decision to be made about the art’s creative direction. With so many options, choosing the most meaningful and impactful way to tell the story can be overwhelming. Along with that, especially when you’re working with your audience in mind – whether that’s your client, the consumers, or both – you have to remember that it’s possible they won’t like what you came up with. It’s opening yourself up to be in that vulnerable position.

The Art of Social Media

Simplicity is the ultimate sophistication.

Leonardo da Vinci

While it might be tempting to throw ideas against the wall and see what sticks, it’s not your best bet for brand simplification. Instead of trying to cater to different campaigns or strategies to different audiences, focus your approach and concentrate on your strongest option. The same goes for your brand’s values, attributes, personality, and other features. Decide on the essentials and focus on those – think not about everything you could do, but what you should do that fits with your desired brand image.

Simplicity has become increasingly desirable in our oversaturated digital world, but it’s perfectly achievable along with a bit of hard work. By taking inventory of your brand image, you can identify the essentials and streamline your identity to simplify. Your customers will thank you.

The Value of Simplicity

And about this new year that is just starting…

Make time to enjoy the simple things in life.

Unknown

With all this inspiration in mind, there’s no better companion than a sweet selection of music that we keep collecting on our journey.

It’s Time for a Change In Perspective

No problem can be solved from the same level of consciousness that created it.

Albert Einstein

Considering the speed at which our online world changes, it seems like we’re all just doing our best to keep up. By the time we figure out that algorithm, or get our social media strategy in order, it seems like we must pivot to the next big thing. Always chasing, never able to take a deep breath and just exist where we are.

However, there certainly do come times when we feel that our content’s gone a bit stale. Or we’re not seeing the same kind of results from what we’ve been doing in the past. It is finally time for a change. But where to start?

Sometimes, all it takes is a change in perspective. It doesn’t mean you need to overhaul everything you’ve ever done. Maybe make a few tweaks here and there. And rather than looking at it from a “I-have-to-do-this” perspective, look at it as an opportunity for growth. Reframing your mindset in a more positive way can make a big difference.

So when it’s time to change your perspective regarding your marketing or content efforts, here are a few areas to consider.

1. Let your research guide you

In last week’s post, we discussed the power of insight. The analytics about our websites, social media activity, and other content provide use with valuable information that can be used in our favor. This information can help us learn from our past and guide our future. Any additional research you’ve done about your target audience or market trends can help in a similar way. When you make strategy decisions, you can feel confident that they’re backed up by hard, solid facts.

2. Focus on the important things

No matter how much you consider changing, make sure not to let your brand evolve into something you’re not comfortable with. It’s usually a good idea to keep the heart of your brand identity the same – you can always refine it to help it resonate further, but don’t turn it into something totally new. No matter how much your strategy ends up changing, it’s generally best to keep a consistent message to reinforce brand identity and recall for your audience.

3. Have fun along the way

Although you’re using research to back you up, and you’re staying true to the heart of your brand, it’s important to remember to have fun. Not everything goes perfectly the first time, or even the second or third time. Flexibility, agility, and a “roll with the punches” attitude will get you far, whether it’s in revamping your marketing strategy or in different aspects of life. Learn to embrace the unexpected and laugh along the way, and you’re guaranteed to find little moments of bliss.

A change in perspective or an adjustment in mindset. Or even someone to bounce ideas off of. If you’re looking for a partner in your marketing strategy, we’re here. Let’s work together to breathe new life into your brand.

Our Moment of Bliss

“Now you got the whole of the world at your feet.” – Charlie Cunningham (Minimum from Lines)

Join our playlist on Spotify and accept the bright ideas floating around your mind.

Using Analytics to Improve Your Social Media Presence

The goal is to turn data into information and information into insight.

Carly Fiorina

When you think of number-crunching, you might picture accountants, data scientists, or auditors. Now, think about the smartphone that’s undoubtedly sitting not-too-far-out-of-reach. What about social media? Your social media apps are home to valuable information that can be tapped into. To provide insights to your past activity and guidance for your future campaigns.

And yes, there are people out there who are social media number crunchers. (Like us!) Your posts you’ve shared and the engagement you’ve received from your followers all work together to give a comprehensive overview of your digital activity. Working with someone who knows how to use this information can be extremely beneficial to your social media success.

So how do social media analytics help?

1. Understand your audience

Have you ever posted something on social media and hoped that no one would see it? Of course not. The purpose of social media is to share information with your network. But if you’re sharing updates during times when your audience isn’t active, what good is that doing you?

Social media analytics can give you information about your audience to better help you target them appropriately. Maybe they’re most active around 7:15pm, so that would be a better time to post than at 5pm when they’re heading home from work. Analytics can even tell you about your audience’s demographics – age, gender, location – to help you connect with them further.

2. Create better content

It’s likely that your brand utilizes multiple social media channels – maybe Facebook, Twitter, Instagram, and LinkedIn. Remember that each type of social platform is used in a slightly different way. Instagram, for example, is much more visually focused than the others. And Twitter is used for short, catchy thoughts with a limited number of characters.

When looking at each platform, analytics can help determine which types of posts are performing the best so you know what to focus on. Maybe you find that one particular social platform isn’t driving engagement quite as much as the others. It could be better to let it go and give more attention to the higher performers.

3. Adjust your strategy accordingly

Some posts are better received than others. Some are more popular, and some stimulate more engagement. But it’s unlikely that your very first posts were the very best. In social media content creation – as in life – we rarely get it right the first time. We continue learning, growing, changing, and evolving into something better.

Using numbers and metrics give us concrete data about the results of the content and campaign strategies. And when you notice posts that aren’t performing as well as you hope, you know that it’s time to make a change. Back to the drawing board, or maybe a pivot back to a more successful strategy. When you have numbers backing you up, you can feel confident in the decisions you make.

If you’re looking to bolster your social media analytics strategy – or start from scratch – we at Brieffin are here to partner with you through the process. We have 8+ years of experience and are enthusiastic about sharing our knowledge with our clients as we work together.

Our Moment of Bliss

“You belong to the cause – come on, believe.” – Laura Gibson (The Cause from Empire Builder)

Join our playlist on Spotify and welcome new adventures in your life this week.

Why Invest In A Social Media Manager?

Individually, we are one drop. Together, we are an ocean.

Ryunosuke Satoro

As technology has become more accessible and user-friendly over the past few years, the ways that we interact with the world are different than before. Sometimes called the “Do-It-Yourself” or “DIY” economy, when we need a service, we’re more likely than ever to take things into our own hands. Even if we’ve never done it before.

And why wouldn’t we? With the internet full of YouTube videos, blogs, and step-by-step instructions, it’s easy to see why we’d want to give things a shot on our own before paying for someone else to do it. In some cases, we know that our own version of the product or service may not be perfect, but it’s good enough to meet our needs.

So the continuing evolution of the DIY economy begs the question: when should we pay someone to perform a service?

Here’s a more specific example: why should any business pay to hire a social media manager when they can do it in-house? Almost everyone living in the 21st century knows how to use Facebook, Twitter, LinkedIn, and Instagram already.

However, it comes down to the quality and/or quantity of the social media presence that’s expected. Here are a few good reasons why hiring a social media manager is a great choice for many businesses.

1. Social media is always changing

Not only is the digital landscape always evolving, but each individual platform undergoes tweaks from time to time. Whether it’s a change in the Twitter algorithm or Instagram removing the number of photo “likes,” it’s true that when it comes to social media, the only constant is change. Rather than grappling with the changes on your own, a social media manager is an expert at tracking the shifts in social platforms and adapting content to reflect those changes.

2. It’s all about strategy

Social media can exist without a strategy, but that’s best left to personal profiles – where you can feel free to live-Tweet your favorite team’s game or post your toddler’s funny quotes. When it comes to business, having a strategy is important if you want to make social media work for you. Having one of your employees posting randomly can do more harm than good and doesn’t count as a strategy. On the other hand, working with a social media manager can ensure that your brand’s image and messaging are cohesive across multiple touchpoints and are advancing your company’s goals.

3. Show me the numbers

While some social media platforms have started to integrate insights and statistics at the user-level, it probably isn’t enough to give the larger picture of your social media success. A dedicated social media manager will track and monitor all social media campaigns, making note of which ones are high performers and making content, creative, or strategy tweaks when necessary – based on the numbers. Putting all this information into a report for clients is a valuable tool.

If you want to know more about how a social media manager can benefit your business, reach out to us at Brieffin. We have more than 8 years of experience, and we challenge ourselves to stay on top of industry trends to provide the most value to our clients. Plus, we just like learning. 😊

Our Moment of Bliss

“Fall back into place, fall back into place.” – Beach House (Space Song from Depression Cherry)

Join our playlist on Spotify and accept the bliss you find in your life.

Using Social Media For Visibility

“The power of visibility can never be underestimated.”

Margaret Cho

As the digital landscape and social media continues to change, it seems like there are always new ways to use it. You may be able to think of a few brands that have an excellent, stand-out social media presence, while others take a more middle-of-the-line approach. And some companies don’t use social media at all.

In our blog, we’ve previously discussed many of the benefits of using social media effectively, as well as strategies and tactics to bolster engagement, brand awareness, and loyalty.

However, we understand that many of our clients and followers face social media content creation from a unique perspective due to the nature of their industry. An international pizza franchise or a cutting-edge technology company may have more bandwidth for creativity regarding tone and content, among other things.

But for European industrial engineering brands – like our clients – much of the conventional advice about social media might not ring true.

If you find yourself in a similar category, you might wonder if it’s even worth it to keep up with social media. If it’s worth it to continue expending the time and energy. What about when the best practices don’t apply?

At Brieffin, we have an opinion on this. YES, it’s worth it to keep a social media presence.

Even if you don’t have the best, most exciting content in the world. Even if you think no one is seeing or engaging with your posts. Even if you might think it’s a waste of time.

Here’s something important to understand. Social media, among other things, is a strong tool for visibility.

Even if your Twitter feed isn’t full of fantastic, groundbreaking content, don’t worry. It’s not about that. It’s about getting your message out there. Consistently.

Because it’s likely your competitors are doing it. And the truth is, in 2019, brands – no matter what type – are expected to have a social media presence. The presence itself says just as much, if not more, than what the content says.

What does the content say? Well, if you feel like you’ve already said everything there is to say, there’s something else you can do. Re-purpose. It’s a key ingredient in content strategies, and it helps you share a consistent message in a different way.

So even on the days where social media feels like an uphill battle, remember the reason why you’re doing it. Because it keeps your brand visible, post after post, to your followers. Because it shows regularity and attention to detail. And… because it’s expected.

As social media content creators for industrial brands over the past 8 years, we’ve had our share of challenges. But we’ve always come out stronger on the other side.

If you want to know more about creating a consistent social media presence to increase visibility, reach out to us. Send us an email to connect@brieffin.com and we’ll be in touch soon.

Our Moment of Bliss

“Live through this and you won’t look back.” – Stars (Your Ex-Lover Is Dead from Set Yourself On Fire)

Join our playlist on Spotify and be present in the moment. Namaste.

Brand vs. Identity: What’s the Difference?

Your brand is what other people say about you when you’re not in the room.

Jeff Bezos

Just as there are so many marketing “buzzwords” floating around when it comes to content – like campaigns, social media, and SEO – there are more when it comes to the essence of your business.

Brand and identity are two words that often seem to be used interchangeably. However, we’ll discuss some key differences between the two that indicate the different purposes they serve.

Brand

Brand is sometimes a “catch-all” term that is used in many different ways. When you think of your favorite logos, you might identify those as brands. But brands are actually much more intangible. A brand is the emotional relationship between a business and its consumers.

In a saturated marketplace, consumers are looking for a reason to connect with one company/product over another – and that’s where the company’s challenge is to set itself apart. One way this frequently happens through a strongly-developed story that resonates with its consumers, thus establishing a unique position in the market.

All of this together creates the essence of a “brand.” Take a look at our highlighted quote above by Amazon Founder Jeff Bezos. A brand is not what you say about yourself – a brand is what your customers say about you.

Now, let’s look at how this compares to identity.

Identity

Identity is also a word that is sometimes used in a variety of ways. But just like brand, it has a specific way it should be applied when discussing a marketing strategy.

Remember what we said about brands – they’re intangible. And here we have the first key difference between brand and identity. Identity is tangible. Identity is something you can see, touch, or hear. Whereas a brand is something you feel.

Since your brand is what others say about you, your identity is everything you do to influence those perceptions. In reality, much of this comes down to design. From colors, fonts, logo, graphics, video, product packaging, web design and more, these are all aspects of identity.

When you take all these distinct elements and create a unifying, coherent image across all fronts, that’s identity. And the identity is used to tell your story – to create that emotional resonance with your consumers.

Brand + Identity

As you can see, brand and identity are two separate but equally important components of any company’s image. Together, they make up a consistent voice that compels consumers to feel connected – through both the tangible and intangible aspects.

Our Moment of Bliss

“Let loose your glow, come settle down, settle down.” – Oh Wonder (Technicolour Beat from Oh Wonder)

Join our playlist on Spotify and allow calm to be your primary state of being this week.

What Are Brieffin Workshops?

Teaching is the greatest act of optimism.

Colleen Wilcox

When you think of the word “workshop,” many different images might come to your mind. Maybe, you take it very literally – you imagine your dad’s workshop in the garage. Or maybe, your mind takes you to a boring work meeting that you’re forced to attend with your co-workers, while your more important tasks pile up. Or maybe you think of something else entirely.

So when we at Brieffin say that we offer workshops for social media/digital marketing – as well as personal branding – you might not know exactly what we mean by that.

Here’s how one dictionary defines it:

A workshop is a period of discussion or practical work on a particular subject in which a group of people share their knowledge or experience.

The way we see it: workshops are an opportunity for an interactive, hands-on learning experience in which all participants are fully engaged in pursuit of a common goal. Workshops can be useful in almost every area of life, and social media and personal branding are no different.

At Brieffin, we’re passionate about sharing our knowledge and experience with others because we remember the challenges we faced when we were just getting started.

Since 2012, we have years of experience in the design, creation, and distribution of online content, organic and sponsored, for brands and personal brands. And now, we’re able to offer workshops in these same areas in the hopes of inspiring and empowering others.

Social Media

Purpose and awareness are two words that perfectly match the mission of an effective online communication plan: Creating thoughtful messages for audiences, with the purpose of building knowledge and perception of the brand, thus raising awareness.

We’ll work together to develop a customized strategy for you and your brand. By taking factors such as purpose, target audience, frequency and timeline, and KPIs into consideration, we can recommend a content plan and the best social media platforms to meet all your needs. And later, we’ll provide you with all the necessary tools to track the success of your strategies.

Since the birth of social media, it’s never stopped changing, and it probably never will. But rather than allowing this fact to discourage us, we embrace it. We have to continue learning, evolving, and tackling the challenges that come our way. And we’re excited to have you on this journey with us.

Personal Branding

Personal branding is a buzzword that seems to have only popped up in the past few years, though the act of personal branding is long-established – whether we had a word for it, or not. Either way, it’s one of our other specialties.

Personal branding is all about turning the essence of you – your skills, your experiences, your passions – into a distinct professional image. We already think you’re pretty great, and we want the world to see that, too!

A personal brand includes obvious topics like your resume, but it may extend even further than that. A robust personal-brand presence includes consistency across multiple digital touchpoints, which could include a website/portfolio, blog, a logo, social media, your LinkedIn profile, and even search engine optimization.

Get in contact with us!

With our workshops, we come to the meeting prepared with an agenda, materials, topics of discussion, our knowledge and experience, and an open mind and heart to listen to our clients.

We know the importance of face-to-face contact – whether that’s in person, or over video conference. If you’re interested in scheduling a call with us, send us an email to connect@brieffin.com and we’ll be in touch.

Our Moment of Bliss

“If you come to find out who you are… may you find out, may you find out who you are.” – Kevin Morby (Parade from Still Life)

Join our playlist on Spotify and breathe – allow yourself to feel collected and calm.

Why Good Website Design is Important

Creativity is a combination of discipline and childlike spirit.

Robert Greene

It’s 2019, and long-gone are the days of the “old” internet. The days when having a website at all was an achievement, rather than an expectation. The days when websites were designed using handwritten – hand-typed? – HTML and CSS codes. The days when the idea of visiting a website via mobile phone was completely unthinkable.

Now, things are totally different. Good web design – including appealing visual design, a strong user interface/user experience design, and responsiveness – is crucial to the success of any company, brand or personal brand, or business. 

But if you’re not convinced, here’s a list of four reasons why good web design is something you’ll want to aim for.

To make a good impression

When your customer visits your website, what is the first thing they’re going to see? Within just a few seconds – maybe without even scrolling – they’re going to make a judgment about your brand. It might not necessarily be a fair assessment, but it’s going to happen. So it’s important to be prepared.

According to a study by Adobe, consumers prefer to look at something that is beautifully-designed, rather than looking at something plain. With an uninspiring designed website, customers may be more likely to leave the page.

To build trust

It’s harder for an audience to want to trust a brand if a website isn’t mindfully done. As we’ve discussed in prior blog posts, most people still seek and crave human connection, even though we’re living in the online world. A clean, well-designed, updated website gives an important insight into the type of brand you are.

Your website can even serve as the first contact when it comes to customer service. It’s important to make your audience feel welcome when visiting you online.

To increase SEO

Search engine optimization – SEO – has become increasingly important over the years. If brands want to capitalize on the search engine algorithms, then it’s essential to create, and index, website content accordingly. Even the little things, like including photos and tagging information in the right way, can make a big difference.

It all comes down to visibility. Web design can be challenging – though it’s a bit more manageable with content management platforms, and good practice of SEO fundamentals are what can really help your website get a step ahead in the search engine algorithm game.

To stay competitive

Even if you’re skeptical about all these other reasons listed above, there’s one more that might make you think twice: good website design is essential if you’re planning to keep your brand or business competitive in your industry. The truth is that your competitors might already be working on designing the latest, greatest website.

With more than 1.5 billion websites online, why should audiences spend any of their time on websites that don’t offer a thoughtful experience? You can probably remember times when you’ve been searching online, and for whatever reason, you didn’t like or trust the website you were on. (Maybe you were on your phone and it wasn’t mobile-friendly.) What did you do? You probably left the page in search of the next website that met your needs. Good web design will keep your audience from doing the same thing to you.

We know web design isn’t easy, especially with the never-ending changes and evolutions in the technological landscape. At Brieffin, our digital marketing focus has led us to a wealth of experiences in the web design space. We are proud of the websites we’ve created in cooperation with our clients over the past years.

If you’re looking for a partner to help you achieve your website design goals, we’d love to chat with you – so reach out to us!

Our Moment of Bliss

“Leave what’s heavy, what’s heavy behind.” – Birdtalker (Heavy from One)

Join our playlist on Spotify and release any resistance while moving into the present moment.

The Value of Simplicity

Simplicity is the ultimate sophistication.

Leonardo da Vinci

As children, one of the first things we learn is the concept of opposites. Yes and No. Up and Down. Young and Old. Short and Tall. Easy and Difficult. Soft and Hard. Simple and… Complex.

In the technology age, we tend to think complex is better. Last week, the newest models for the iPhone were announced – the iPhone 11 and iPhone 11 Pro. One of them has THREE cameras. And even though the phones aren’t officially launched for a few more days, and even though the vast majority of us have 1-2 year-old phones that work perfectly fine, the pre-orders for the new models are rolling in.

Why? Is it really because we feel a deep need in our souls for our phones to have three cameras? For a few people, maybe. But for many others, it’s more about having the latest and greatest. It’s about saving ourselves from possible FOMO (Fear Of Missing Out). It could even be about the perceived status associated with having such a fancy, complicated technological gadget. The answers might be different for everyone.

In some ways, it might be logical to come to the conclusion that complex is better than simple. Think back to your first mobile phone. If it was like mine, it could only make basic phone calls. Now, each of us is the owner of a tiny, powerful computer that fits in our back pocket. And it may or may not have THREE cameras. It seems like everything is trending toward complexity.

However, simplicity and complexity don’t necessarily need to be opposites – at least, I don’t think we need to pick one or the other.

Think about the reason why certain complexities exist: it’s because we want life to be simpler for ourselves. The complexity exists because we want to do less work – making our own jobs simpler. The iPhone 11 Pro has three cameras because we want to have professional-quality photos without becoming professional photographers.

It’s worth bearing in mind: Simple doesn’t always mean basic, and complex doesn’t always mean advanced.

When thinking about consumers, studies have shown that people actually want simplicity. There’s a lot of value in simplifying your messaging, especially as the online space becomes more crowded with more competing voices.

According to research  by design consultancy firm Siegel+Gale in their 2017 Global Brand Simplicity Index, “brands that embrace simplicity tend to enjoy increased revenue, brand advocacy and engagement.”

They found that 64% of consumers would pay more for a simple experience, while 61% would recommend a brand which has a clear proposition that saves them time.

“Simplicity, in these terms, refers to the entire customer experience and can mean anything from providing concise product information, intuitive website navigation or a quick and easy transaction process.” (Medium)

It’s not about offering less, but making what’s offered more accessible, more intuitive, and more user-friendly. So, when it comes to your brand – regardless of your industry – how are you able to accomplish these directives?

Consider these topics when simplifying your brand:

1. Visual identity

Take stock of all your visual communication assets. What fonts, colors, shapes, icons, textures, logos are you using? Then ask yourself whether they’re all truly necessary. By identifying the assets that truly represent your brand the best, you can increase harmony and decrease the disconnect.

2. Portfolio/services

Have you ever heard the phrase, “Jack of all trades, master of none”? It basically means someone who knows something about a lot of different topics but isn’t an expert at any of them. Another opportunity for simplification in a business is in portfolio/services. Maybe your brand has evolved from where it was when you first started, or maybe you now focus on a specific product offering. By discarding the extras, you’re able to streamline your brand and attract customers who know exactly what they can expect from you.

3. Content/campaign strategy

While it might be tempting to throw ideas against the wall and see what sticks, it’s not your best bet for brand simplification. Instead of trying to cater different campaigns or strategies to different audiences, focus your approach and concentrate on your strongest option. The same goes for your brand’s values, attributes, personality, and other features. Decide on the essentials and focus on those – think not about everything you could do, but what you should do that fits with your desired brand image.

Simplicity has become increasingly desirable in our oversaturated digital world, but it’s perfectly achievable along with a bit of hard work. By taking inventory of your brand image, you can identify the essentials and streamline your identity to simplify. Your customers will thank you.

As always, we at Brieffin are here to help if you need any assistance in the brand-identity-designing process. Just reach out to us, and we’d love to partner with you to achieve your brand goals.

Our Moment of Bliss

“Where’s your heart? Play your favorite record and maybe we can relate more.” – Kitten (Memphis from Memphis)

Join our playlist on Spotify and breathe into the coming week ahead. Namaste.

Personalizing Your Digital Marketing Strategy

The real voyage of discovery consists not in seeking new lands but in seeing with new eyes.

Marcel Proust

No matter our stories, no matter our life experiences, there’s one thing most of us have in common: we’ve all had someone play the role of a coach in our lives.

Maybe it was an actual coach, like for a sports team. (Personally, I played soccer and basketball growing up.) Maybe it was a teacher or some sort of special instructor. Or maybe it was your parents, grandparents, or even an older sibling. The role of a coach, regardless of the official title, is someone who provides guidance. Who cheers you on. Who wants to help you succeed.

Here’s what the dictionary has to say:

Coach (noun): someone who helps you identify and focus on what’s important; someone who trains you to achieve your goals.

Even as we grow older and move into professional careers, we often identify someone in our workplace or industry to act as a mentor. Through this person’s lens of experience, they share their knowledge to help us achieve more than we could alone.

But sometimes, we may need coaching in another area. It might be something that’s totally foreign to us. Or maybe, though we’re already experts on a given topic, we may be looking for an outside perspective.

The best coaches I’ve had in my life were ones who challenged me in a way that I wasn’t expecting. When I showed up to the soccer field, or to band practice, or to my professor’s office, I often walked in feeling confident in myself. Like I knew what I needed to do. But several times, they asked me to totally re-think what I thought I knew. And that’s not always a comfortable feeling.

But without the change in perspective, our ability to grow is limited. In some cases, we even have to unlearn the things we thought we knew, that we took to be completely, unequivocally true, to reach our full potential. Long story short – change isn’t easy, but we rely on coaches to help us uncover more than we thought possible.

So, speaking of coaching… if you’ve seen our social media lately, you may have seen that we at Brieffin are offering something we’re really excited about: personalized social media workshops. Whatever your story is, and whatever you’re hoping to gain, we want to help spark your creativity and share inspiration to revitalize your digital marketing strategy.

We know that the digital marketing landscape is constantly changing. Sometimes, it seems like if you blink, you’ll miss a new trend that’s taking over the online world. It can truly be exhausting to try to keep track of everything.

With our personalized workshops, we’ll sit down with you to help identify your business goals and start from the very beginning to create a custom strategy for you.

A few of the topics we’ll cover include:

Strategy & Purpose | Audience Targeting & KPIs | Frequency & Timeline | Budget | Content | Social Networks | Engagement Flow & Protocol | Advertising | Content Type | Copywriting Tone | Design | Monitoring | Brand Reputation | Analytics

Most of all, we want our clients to know that this is not a presentation – it’s a conversation. While we may be the coach in this case, we want our clients to take an active, participating role. One common theme of our workshops is the HANDS-ON approach, and this is the only way the end result can be the very best it can be.

If you want to learn more about our personalized social media workshops, please don’t hesitate to contact us! We’d love to connect with you.

Our Moment of Bliss

“Close my eyes for a while again, everything will be all right.” – Human Resources (Bad News from Pizza Dreams)

Join our playlist on Spotify and savor a moment of peace with our curated music selection.

5 Ways Your Brand Can Create Content

There’s no good idea that cannot be improved on.

Michael Eisner

In last week’s blog post, we discussed some different “buzzwords” that are often associated with digital marketing. One of these words – content creation – is maybe seen as the biggest enigma. It’s such a broad term, that it can be difficult to pin down exactly what it means.

Put simply, content creation is anything that an audience can consume or interact with. Providing this content to your customers gives them a reason to come to you, so relationship between brand and consumer becomes mutually beneficial.

That being said, if the content isn’t very good, it’s not going to attract anyone. So maybe you know you need to focus on creating quality content, but you’re not sure where to start.

Here are 5 different types of content your brand can create to share with your audience.

1. Blog posts

According to a study by HubSpot, businesses with blogs can expect 55% more visitors than their competitors without websites. In fact, most website visitors are expecting to find a blog when they click on your site. A blog can also help establish your brand as trustworthy to your consumers. You can show that you’re an industry leader, writing about relevant topics and topics that are important to you and your audience.

Not to mention, blogs are a great way to bring organic traffic to your site by ranking for SEO.

2. Social media

With social media, you’re meeting your audience where they are – online. Without being overbearing or “spamming,” brands should find the social platforms that work best for them and focus on creating meaningful content. Share news with your followers to distribute information to a large group. Promote your existing content by repurposing it into something smaller and more digestible for a social audience. Answer questions or engage in conversation with anyone who engages with you. Tell a story to cut through the noise and chaos of an increasingly digital world.

Facebook, Twitter, Instagram, Pinterest, LinkedIn, Snapchat, YouTube, Tik Tok… find your platform(s), and find your people.

3. Videos

Videos have become increasingly important over the past few years, and it’s clear that trend isn’t going to die any time soon. The statistics about videos speak for themselves:

  • 43% of people want to see more video content from marketers. (HubSpot)
  • Almost 50% of Internet users look for videos related to a product or service before visiting a store. (Google)
  • Product videos can increase purchases by 144%. (Neil Patel)

Whether it’s creating a new YouTube channel for product demos, or incorporating “story” videos into your brand’s social profiles, consumers want to see more – just make sure you’re producing content that’s truly valuable to them.

4. Infographics

Who doesn’t love a good statistic? Similarly, who doesn’t love a great piece of design?

Put them together, and you have the infographic.

However, infographics are so much more than the sum of their parts. By using aesthetic appeal and useful information, they are a great way to attract a target audience – easily. When creating infographics, ask yourself this question: what does your target audience care about and want to learn about? It’s another chance to show yourself off as the expert on a given topic, and it positions you to share why your audience would benefit from using your product or service.

5. How-to articles or checklists

Creating great content always comes down to providing something useful. It might not always be explicitly – or even implicitly – advertising your product or service. Sometimes, it might just be showing your industry authority and associating yourself and your brand name with that industry.

That’s where content such as how-to articles or checklists come in. Consider topics related to your industry that consumers have common questions about. By writing an article that breaks down that topic step-by-step, you establish yourself as a leader and an expert. The same goes for creating any kind of checklist that your consumers might need. Give the consumer what they need right now, and they will remember you later.

Content creation. It’s so much more than just a buzzword; these 15 letters convey so much of the way that digital marketing is moving in the future. Less shouting into the void, less spamming – more conversation, more focus, more value.

Our Moment of Bliss

“Don’t you know that there’s a time to live?” – Fyfe (Cold Air from The Space Between)

Join our playlist on Spotify and reconnect with your creativity.

5 Important Digital Marketing Buzzwords

Do what you can, where you are, with what you have.

Theodore Roosevelt

What’s the difference between branding and a campaign? Or content creation and social media? The world of digital marketing is constantly evolving, meaning there are always new puzzle pieces to fit into a comprehensive marketing strategy.

Some companies hire an expert to handle all or part of their digital marketing, like we do social media for our industrial clients (and we love it!). Others might handle all of it in-house. And others still might be interested in learning more, in order to feel that they’re taking a fully hands-on approach to their marketing.

No matter which category you fit into – or maybe it’s a different one altogether – we wanted to provide a refresher on some of these common digital marketing buzzwords.

Branding

Branding is what your company or product looks like in the eyes of your customers. As we say, “your brand is your message.” Your brand is the message that you’re sending out into the world.

Think about your own favorite brands. What images pop into your mind? More than just physical features of the product being offered, branding can also be about an emotional connection. What words do you associate with the brand? How does it make you feel? What does your association with the brand say about you as the consumer?

When you create your brand strategy, you’re breathing life into your product or business. You’re establishing its personality, its likes and dislikes, its values, and more. While other aspects of your company may change with the seasons, your branding should be less temporary. It should only become stronger and more consistent with time.

Content Creation

This one may be the biggest buzzword of the past few years. And how can it not be, given the influx of Instagram influencers who call themselves “content creators” as their job titles? Regardless of whether you find that to be superficial, content creation is very much a legitimate need for many businesses, and a crucial part of a comprehensive strategy.

Almost anything we consume is considered to be content. How-to articles, news articles, blogs, gifs, memes, social media posts, YouTube videos – that’s all content. And the point of this content is to have someone reading, watching, or interacting with it.

That’s where the need for content creation comes in. When brands are able to create meaningful content for their consumers, they’re more likely to bring that consumer to them, rather than needing to go looking for them. Good content has the ability to gain repeat visits from those consumers, and it accomplishes another important goal: building trust with the target audience.

Campaigns

Remember how during the branding section, we mentioned that some aspects of marketing are more temporary? Well, campaigns were one of those temporary things. Simply put, a campaign is generally an activity outside of your daily marketing tasks with a fixed timeframe that aims to accomplish specific goals.

Whether it’s a new product launch, a contest, or just a new perspective on the brand, campaigns generally seek to augment customer interaction with the brand, bolster brand awareness and positive impressions of the brand, and convert new leads.

One recently memorable campaign was U.S. feminine hygiene brand, Always. Using the hashtag #LikeAGirl, they got the world talking about their campaign as they endeavored to change the negative connotation of this phrase into a powerful mantra. You can learn more about how their campaign got started, and find out the numbers behind the campaign’s success.

Social Media

Facebook. Twitter. Instagram. Snapchat. Pinterest. LinkedIn. YouTube. Tumblr. Reddit.

At Brieffin, we’re firm believers in the power of social media. It’s a great way for brands to magnify reach, enhance relationships, and exchange knowledge with others. But we’re on the topic of definitions today, so let’s stick to what social media actually is.

Since “social media” was added to the Merriam-Webster Dictionary in 2011, let’s see what they had to say:

social media (noun): forms of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos)

Long definition short, it’s where users go to share content they’ve created with each other. And of course, brands entered this space long ago. There’s a lot of outreach that can be done on social media, but you have to remember: consumers want human connection.

SEO

Can you remember the last time you Googled something? (We’ll guess it was probably today.) Now, can you remember the last time you went to the 10th page of search results? What about the fifth page? The second?

And here we have in essence the importance of SEO, or search engine optimization, for your brand or business – no matter how amazing your content is, if it’s not showing up as close to the top as search results as possible, you’re not going to get the consumer engagement you want.

When you create an SEO strategy, it’s all about keeping the almighty Google in mind. Google arranges its search results with a very specific algorithm. It takes into account your keywords, but not only that – your snippets, your images, and even your site speed! Even if you have the best keywords in the world, your site won’t rank highly if it’s slow.

There are many ways you can improve your search engine optimization. From hiring a professional, to taking advantage of the tools your content management platform offers, SEO is something worth investing in.

At Brieffin, we understand that these topics can be confusing or even overwhelming, but they don’t have to be. We’re always here if you need us.

Our Moment of Bliss

“Kid, you gotta take it into your own hands.” – Magic Bronson (Fences from Wildlife)

Join our playlist on Spotify and reconnect with your childhood space. Namaste.

Why Your Brand Should Be Using Hashtags

Every once in a while, a new technology, an old problem and a big idea turn into an innovation.

Dean Kamen

For our industrial brands – and Brieffin, as well – we utilize a variety of social media channels. The type of message we focus on for each channel is different. Some social channels, like Twitter, are where we focus on a high volume of information. Others, like Instagram, are great for sharing visual content, like photos and videos.

But no matter the platform – whether it’s one of these, or even LinkedIn, lately – you’re likely to see one thing in common: the presence of hashtags.

The hashtag got its start on Twitter, back in 2007. A social technology expert named Chris Messina is credited for inventing it when he posted this Tweet:

When Messina shared his idea with Twitter founder Evan Williams, Williams didn’t really care for the idea. He doubted it would be very popular.

But the uses and popularity of hashtags grew. 12 years later, there are 125 million hashtags used every single day.

So why should brands use hashtags? Though some may see them merely as a gimmick, we believe hashtags provide value when used with good judgment. Here are 5 reasons why brands should be using hashtags.

1. To create community

Just as Messina intended in his Tweet containing the original suggestion, hashtags are very efficient when used for a group. In fact, for many of my college courses, we would have a class hashtag listed on our syllabus along with the professor’s office hours and the course textbook name. When my classmates and I would use that hashtag – such as “COMM441” – it was a way for us to share interesting thoughts or information related to the class, with each other. It gave us a group identity in a social space.

2. To help your target audience find you

Hashtags have evolved beyond a way to identify groups. Now, they serve another very important purpose: they are basically their own version of a search engine. Since hashtags are links, clicking on a hashtag on any social channel will bring the user to a new page showing all the recent posts with the same hashtag. Or, they can simply type the hashtag into any search field – even Google! When your brand is using the right hashtags, it makes it easy for the people who are interested in that hashtag to find you. You don’t even have to go looking for them!

3. To build excitement

Maybe your brand wants to announce a new promotion, product, contest, or campaign. The perfect hashtag can go a long way to generate buzz as you share the news with your audience. That hashtag can ensure consistency with your messaging. Even more than that, you can encourage your audience to use the same hashtag – to share their feedback or even enter the contest. Not only are you building excitement, but also fostering the sense of community (just like in #1.)

4. To improve engagement rates

Everyone is looking for the magic formula that improves engagement. It turns out, hashtags might be part of that formula. According to a study by Linchpin SEO, Tweets with hashtags receive twice as much engagement as Tweets without hashtags. While there are varying opinions and statistics on the exact number of hashtags that works best, it can depend on industry and audience. Brands should experiment to find that perfect number.

5. To build connections within your industry

Most of us know the power of networking, and surprisingly, hashtags can even be good for that! Using the same hashtag as others in your industry can lead to connections made – especially in niche industries. Also, it’s quite common for industry events or conferences to have an “official” event hashtag. (Like #METEC2019, which we recently attended.) Make sure to include it while sharing content from the event, and there’s a good chance you’ll be able to meet and connect with others in attendance, even if just virtually.

Looking for more advice about navigating the ever-evolving world of social media? Get in contact with us, and we’ll be happy to connect and point you in the right direction.

Our Moment of Bliss

“I need to wake up and learn things today.” – Goth Babe (Sunnnn from Pacific II)

Stop by our playlist on Spotify and enjoy a moment of bliss with our work/inspiration music selection.

The Art of Social Media

Art is a step in the known toward the unknown.

Kahlil Gibran

As the technological landscape continuously changes, there are more and more voices participating in the social space. Anyone with an internet connection can write and publish anything at any time.

With this, social media has evolved from its original purpose. It’s more than just a place for friends and families to stay in touch. Instead, individuals and brands alike have the opportunity to share content. But with more voices comes more noise. Social media is sometimes seen as the void that internet users are shouting into. Everyone is saying something, but is anyone listening?

For this reason, social media sometimes gets a reputation for being superficial. But here at Brieffin, since we manage social channels for our industrial clients, we make a special effort to practice mindful social media. To us, this means designing and writing content with purpose. Purpose that meets our clients’ needs while also providing value to our audience.

In each of our Brieffin blog posts, we include a song at the bottom: our moment of bliss. Last week, I heard a song for the first time that really made me stop and think. Of course, it’s included at the bottom of this week’s post. But let me explain why I found it so interesting.

The song is called “Blood,” by the band ANIMA!. Its lyrics talk about the process of creating art and the struggle behind it. It made me think: the writing process that we go through when writing social media is similar. By that definition, does it mean that mindful social media is art?

Let’s take a look at some of the lyrics and see if/how that pertains to social media.

“Art is a mean meditation, staring at a blank screen
In between what we mean and the things we say.”

In general, I think that most types of writing qualify as art. It’s a creative practice. Anyone who has ever written something they cared deeply about has had the experience of staring at that blank screen or blank page trying to find the right words. Whether it’s poetry or social media, we often write with intention, but that doesn’t always mean writing plainly. There’s a careful strategy to everything.

“So I try to put a little piece of myself in
Keep the pretty people listening.”

This first line relates very closely to what we firmly believe at Brieffin: that personality is an indispensable ingredient to any type of brand or social media strategy. Putting a piece of yourself into your message helps to humanize it, therefore connecting with your audience in an authentic way.

The second line refers to the nature of performance when it comes to art. Painting, sculpture, music, theater, dance, or social media – all are generally meant to be public, made by varying degrees for audience consumption. For some of these, such as social media, they wouldn’t really exist without that audience. Keeping that audience in mind is crucial when creating that art form.

“Too many sides to a story, all these colors and shapes
I’m afraid if I love it they won’t agree.”

When sitting down to create, design, or write, there’s a decision to be made about the art’s creative direction. With so many options, choosing the most meaningful and impactful way to tell the story can be overwhelming. Along with that, especially when you’re working with your audience in mind – whether that’s your client, the consumers, or both – you have to remember that it’s possible they won’t like what you came up with. It’s opening yourself up to be in that vulnerable position.

“Art is love, love is work
It hurts to give yourself to it.”

Writing has always been something I’ve loved doing. From the time I was young, I was always writing – from stories and journal entries as a kid, to articles and campaign strategy books as I got older. These days, I spend more time writing blog posts and social media. But there are times that I work on a social campaign and feel totally spent afterwards. Just because it may be a 280-character Tweet or an Instagram post with emojis and hashtags, doesn’t mean that it wasn’t carefully thought out, written with intention.

These are only a few of the lyrics from this song, but just from these ones, I’ve personally come to the conclusion that social media – mindful social media – can be art.

If your business is looking for mindful social media content creation, or to take a more hands-on approach to your marketing strategy, get in touch with us. We’ll be here to help you however you need, to help you create social media art of your own.

Our Moment of Bliss

“Art is work, work is love, reminding us why we do it.” – ANIMA! (Blood from Art:Work)

Join our playlist on Spotify and reconnect with your artistic being.

Human Connection in a Technological Society

Our well-being depends on our connections with others.

Matthew Lieberman

It’s an age-old question: how is the technology in today’s society affecting the connections we make with others?

Well, maybe it’s not age-old. The technological world we live in today is constantly evolving, and at a faster pace than ever before. So in decades past, most of us didn’t even realize we’d ever be asking this specific question.

As a late millennial, I’m old enough to remember dial-up Internet, but it also feels like it was forever ago. The majority of my tech-related memories involve more modern developments, such as social media and – of course – mobile phones.

At the beginning of the shift, I was a preteen using AOL Instant Messenger to send chats tHaT lOoKeD lYkE tHiS to my middle school classmates. And for some reason, we also liked chatting to the AIM Bots. (Hi, SmarterChild and MovieFone.) The idea that technology had advanced to a point where insentient “beings” could understand and respond to us humans in real-time was interesting and exciting.

But all of the things that have changed in the last 10-15 years, one of the biggest might be the attitude toward doing just that: talking to bots. As much as we can recognize how far technology has come, and as much as we recognize that we’re online, we’d still almost always rather talk to a human.

How many times have you called a customer service line, only to receive a list of automated options? Or the robotic voice on the other side asks you to explain your issue, as it “listens” and attempts to direct you to the correct department?

Or what about when you engage in an online chat with a business – and you can just tell that it’s a robot talking to you? (And no matter how many times you ask, “Are you a real person?” you just don’t believe them?)

There’s nothing more frustrating than trying to get in contact with an actual person, especially if you’re already contacting customer service because you’re having some sort of issue with their product.

While businesses may feel that it’s in their best interest to streamline their helplines by employing these types of strategies, it often has the opposite effect when it comes to gaining and retaining consumer trust.

In fact, 88% of consumers say that “talking to a person” is their preferred method of seeking customer service (GetApp). It’s not just because it’s often faster and easier than talking to a bot. It’s because humans crave social connection. And because they’ll always trust a human more than a robot.

And while your consumers know that you’re a brand, they are still able to form emotional connections with it. They want authenticity. They want openness. They want inspiration.

Humans have always needed connection – in every society, through every period of time – and that hasn’t changed just because we’re living in a digital world.

The only thing that has changed is the ability for that connection to happen in a lot of different ways.

So when it comes to your brand, here are some questions you can ask yourself to evaluate its humanity:

What is your brand’s personality?

Why should consumers feel connected to you?

What type of interactions will you have with your consumers via social media platforms?

What is your tone and style, since the interactions aren’t face to face?

What type of community are you creating?

How are you acknowledging your consumers as individuals?

What story are you telling?

How are you being authentic?

How are you being true to your values?

If you’re feeling stuck or could use a little help, we at Brieffin are here. With mindful planning and consulting, we’ll support you as you take important steps to put the best version of your brand forward to connect with the world.

Our Moment of Bliss

“Never thought I’d find love and peace of mind.” – Merk (Ash & Sand from Swordfish)

Join our playlist on Spotify and reconnect with your childhood space. Namaste.

5 Ways Your Brand Can Use Social Media

Storytelling is the most powerful way to put ideas into the world.

Robert McKee

When building a brand on social media, there are lots of different things to consider.

For example, our specialty is industrial brands. At first, it may seem difficult to imagine how industrial brands – or other highly-technical or regulated industries – can or should use social media.

We recently shared some best practices for social media engagement, but sometimes there is uncertainty whether your industry can use social media in the first place.

First, consider these statistics about using social media:

– There are nearly 3.5 billion social media users worldwide – that’s almost half of the world’s population. (WeAreSocial)

– 95% of adults 18-34 online follow brands on social media. (MarketingSherpa)

– 71% of consumers who have good social media experiences with a brand are likely to recommend it to others. (Ambassador)

Now that we’ve established some of social media’s benefits, you may still be wondering how your brand fits in. Here are just a few of the ways all brands can leverage social media:

1. Share news

No matter your brand’s industry, social media is a fantastic way to get the word out about exciting news. Maybe your company is attending a prestigious conference, got an award, or even received a great write-up or review in a publication. Sharing news with your brand’s followers via social media helps distribute information in a way that has a larger reach than it might have had originally.

2. Promote existing content

If you have a website, you’ve got social media content. But that’s not to say that you should cut and paste directly from your website into Twitter. However, you can certainly repurpose your existing website content into compelling social media. It helps you keep in front of your audience, and you may introduce them to information about your brand that they wouldn’t have encountered without digging around your website on their own.

3. Answer questions

Even in highly-technical industries, your followers may still have questions they want to ask you on social media. It’s an easy way for the consumer to get in contact with your brand, and they do expect you to respond, even if not immediately. Of our industrial brands, we occasionally receive questions on social media about LOESCHE Mills or MACARBON® bricks. Though we as the social media managers may not be able to answer these questions, we always acknowledge the question and then call in a specialist from the brand who can actually provide a detailed response.

4. Tell a story

Storytelling is part of human nature as we attempt to connect with each other. Social media is no different. Though more brands are creating content online than ever, you’ll have to find creative ways to cut through the noise. Sharing your brand’s story in an interesting and authentic way can go far in capturing and keeping your audience’s attention.

5. Create trust and provide value

Not everything you post on social media has to be selling something. If you inundate your followers with nothing but links, they’ll quickly lose interest and potentially unfollow you. Social media provides an opportunity to engage with your consumers in a different way. You have the potential to provide them with meaningful content about your industry that keeps them coming back – because they want to, not because they’re being targeted. Blog posts are one great way to deliver value, so make sure you share them on social media.

These are only a handful of the many ways that brands can leverage social media to develop relationships with their audience, but each and every brand can benefit from an individual strategy.

Though our specialty is industrial brands, we’re social media strategy experts and we are here if you need some assistance with your business’s online presence.

We also provide tutoring and consulting to those who want a more hands-on approach to their marketing strategy, and we can help you get started – so don’t hesitate to contact us for more information.

Our Moment of Bliss

“I hear a song from inside the maze.” – Aldous Harding (The Barrel from Designer)

Join our playlist on Spotify and reconnect with your childhood space. Namaste.

Should You Include a Photo on Your Resume?

In a gentle way, you can shake the world.

Mahatma Ghandi

It’s one of the many questions that professionals and job seekers ask: should you include a photo on your resume or CV?

The answer, of course – like so many things in life – is simply: it depends.

It depends on so many different factors. Where in the world are you? What position are you applying for? Even… what photo would you choose?

With all this in mind, let’s weigh these factors and help you come to a conclusion about the right decision for you.

Based on Location

Interestingly, every continent of the world seems to have a different idea regarding what’s appropriate. As someone from the United States, we would never even think of including a photo on a resume. It’s seen as unprofessional and excessive. But with the advent of LinkedIn, which includes a photo, I can understand now that opinions may be changing.

In most of Europe, the consensus seems to be that you should include a photo. In some regions, such as Scandinavia, it’s strongly encouraged. In other parts, it’s typical and generally expected to include a photo. And in places like Spain, it’s often required. However, in the United Kingdom, it’s extremely uncommon to include a photo and job seekers are generally advised against it.

In South America, the Middle East, many parts of Asia, and most of Africa, applicants should generally include a photo. Some of these places do not have explicit anti-discrimination laws that would discourage photos. And in Oceania, the choice to include a photo is yours. It may not be a norm, but it would not be out of the ordinary for you to include one.

Based on Position

If you’re in a place where including a photo is a legitimate option – so, almost everywhere except the U.S. and the UK – another consideration you should make is the position you’re applying for.

Here’s one benefit of not including a photo: it allows your skills, knowledge, and achievements to speak for themselves.

At Brieffin – as professional resume designers and consultants – we generally advise our clients not to include a photo when applying for high-level positions. We want the resume’s content to be the focus, not the photo. However, we do provide our clients with two resume designs – one with a photo, and one without. This ensures that our clients are equipped for any situation in which they need their resume.

Choosing a Photo

If you do decide to include a photo, it’s imperative that your photo works for you, not against you. Keep these things in mind for effective photo usage:

  • Use a high-quality photo – selfie photos are not appropriate for your resume. You may consider hiring a professional photographer, or even set up your own do-it-yourself photo studio in your home and ask a friend to help you take a good shot.
  • Dress according to the role – a corporate banker and a creative director are likely going to dress differently when they come to work, and you can reflect this in your resume photo.
  • Your photo should be an asset, not a distraction – don’t do anything crazy with your hair, makeup, or outfit.
  • Be consistent – use the same photo for your LinkedIn profile to show a harmonious uniformity between the two mediums. Show the employer you have a personal brand.
  • Make sure the photo is an appropriate size – don’t make the photo seem like an afterthought on your resume, but also not the main feature. Use it in a way that enhances your resume’s design but doesn’t steal the focus.

If you’re looking to revamp your resume, you’re in the right place. We’ll give you two resumes – one with a photo, one without – so you’re well-prepared for any situation.

We’re here if you need us.

Our Moment of Bliss

“Would you rewind, do it all over again, given the chance?” – Wallows (Remember When from Nothing Happens)

Join our playlist on Spotify and reconnect with your childhood space. Namaste.

Charming Our Brand Into Likes


Charm them with your presence as soon as they look at you.


– Anna Held

Social media brings an amazing opportunity to connect with our audience, making our connections better, sending messages widely…  and wisely.

It’s OK if the intention is to sell products, grow subscribers, entertain followers or sway both hearts and minds of readers to a cause, our ability to encourage any of these actions comes from the effort and level of intentness that we put into our daily, or weekly, content design.

One of the challenges with social media can be how to attract your audience. Make those first connections, keep them interested and entertained. Exhausting.  But as time flies by, we will discover that the key to moving forward is keeping a steady level of quality, constancy, commitment and, well yes, charisma!

So how do we bring about the results we desire? Every brand is a small world, and their products, services, visions and stories differ from one to the other.

Bring that charm into the content!

One thing to keep in mind is that it should always be 100% unique to your brand, aligned with the values, ideas, the products and services.

But before audiences start to feel bored, or over informed, storytelling your way into their hearts can be the sweepstake! It changes the conventional into a whole new experience.

Stories are always more fun, don’t you think?

Here’s an idea: make an intention to rely on gentle planning, to reach that path. if it doesn’t work the first time, just try again. No one expects us to be perfect or hit the jackpot every time. The care, time and effort that we put in genuinely created content, is what will count in the end.

Our Moment of Bliss 

“Keep exploring, seek and find. You know you might surprise yourself”. Jack Garratt (Surprise Yourself from the album Phase)

Join our playlist on Spotify and unleash your creativity! Namaste.

 

 

 

Industrial social media specialists of the year 2020 - Spain