(Marketing Strategy)

All About Brand's Visual Identity

Ryan Chute
Ryan Chute
April 29, 2022
All About Brand's Visual Identity

“Branding is not merely about differentiating products; it is about striking emotional chords with consumers. It is about cultivating identity, attachment, and trust to inspire customer loyalty."– Professor Nirmalya Kumar, London Business School Cultivating identity... what does that mean, exactly? Your visual identity is the face of your brand. It's how customers will recognize and remember you. Think about some of the most well-known brands in the world. Coca-Cola. McDonald's. Nike. They all have strong visual identities that are immediately recognizable. Your visual identity should be more than just a logo. It should also be a cohesive system of visual elements that work together to create a consistent look and feel for your brand. This can include everything from your color palette and typography to your iconography and photography style. Developing strong visual branding is essential for any business, big or small. It adds depth and dimension to your image to stand out from the competition, it's the hook that entangles others in joining your tribe, and it boosts your bottom line. So how do we go about constructing a visual identity? In this article, we'll tell you everything you need to know about visual identity and how to build one for your own business.

Brand Visual Identity 101

A brand's visual identity is the collection of visual elements that represent the brand and help to communicate its message. This can include things like the brand's logo, color palette, typography, and overall visual style. A strong visual identity can help a brand to stand out from the competition and build recognition with its target audience. This recognition is successful when a visual identity is well-designed and used consistently across all of the brand's touchpoints, from its website to its physical products. When a visual identity is strong, it is easily remembered and associated with positive feelings, which can lead to strong customer loyalty.

Visual Identity vs. Brand Identity

Visual identity and brand identity might sound like the same thing, but they are actually quite different. Both are important concepts in the world of marketing and design, and both help create a unique and recognizable image for a company or product. Visual identity is the visual aspects of a brand, such as its logo, color scheme, and overall look and feel. Brand identity (or brand image) on the other hand, is the totality of a brand's meaning, including its values, personality, and positioning. While visual identity is important in creating a strong and recognizable brand, it's only one part of the puzzle. A truly successful brand must also have a well-defined brand identity that resonates with its target audience. Only then can a visual identity effectively communicate the essence of a brand. Does your visual and branding identity need a refresh? At Wizard of Ads®, we help brands find their voice and build a visual identity that accurately reflects their brand message. We believe in the power of branding and its ability to build trust, create loyalty, and drive growth. If you're interested in learning more about how we can help you build a strong visual identity for your brand, book a call with us today.

Visual Images vs. Mental Images

Humans are constantly bombarded with visual images. Everywhere we look, there are pictures, paintings, photographs, and other visuals vying for our attention. And while these images can be eye-catching and sometimes even memorable, they don't always have the same impact as mental images. Mental images are those that we create in our own minds, often based on our experiences or imagination. Unlike visual images, mental images are not constrained by the laws of physics or what we can see with our eyes. This means that they can be much more vivid and detailed than any visual image could ever be. For example, what comes to mind when you think of the word, "home?" Maybe you start imagining your childhood home, complete with the smell of your mother's cooking and the sound of your father's voice. Or, maybe you think of your current home and all the happy memories you've made there with your family. Either way, what you're really doing is creating a mental image based on your personal experiences. Good branding goes beyond visual imagery and creates those mental images for its customers, so that they think of the company not just when they see its logo, but also when they think of the values and feelings that the company represents.

The Primary Goal of Visual Identity

The Primary Goals of Visual Identity

Your visual identity needs to check a lot of boxes, but three primary goals need to be prioritized over everything else. For your visual identity to truly come through to your audience, you need to:

  • Have an emotional impact on the target audience: Laugh, cry, or make ‘em angry, you need to evoke some kind of feeling in your audience. This will help them connect with your brand on a deeper level and remember your visuals when they see them again.
  • Educate visitors about the nature of the brand and the services/products offered: A good visual identity will give people a general understanding of what your brand is all about just by looking at it.
  • Integrate many areas of a business through uniform and effective graphics: Everything from Printed Materials and Advertisements to Websites and Social Media should maintain a consistent look that accurately represents the brand.

When you can follow these simple guidelines, you will no doubt have a powerful and persuasive visual identity that will take your brand to the next level.

What Constitutes Visual Identity?

When it comes to establishing a seamless visual identity system, three main elements are integral to the process: consistency, frequency, and anchoring.


Consistency is key when building your visual identity. It allows your brand to be easily recognized and remembered by your target audience. By using the same colors, fonts, imagery, and overall design across all your marketing materials, you create a strong brand image that will shine through no matter where your customers encounter your business. The easiest way to maintain consistency is to create a brand style guide. This document should include guidelines for all elements of your visual identity, from the colors and fonts you use to the overall tone and feel of your materials. With a style guide, you can ensure that everyone who is creating content for your business is on the same page and using the same standards. This will help you create a cohesive visual identity that will make your brand easily recognizable.


The more often people see your logo, the more they'll begin to recognize and associate it with your brand. That's why it's important to use your logo consistently across all of your marketing materials, from your website to your business cards to your social media profiles. You also want to do this with your content, advertisements, and any other collateral. If you frequently showcase your brand, your audience will begin to remember it. “Great brands rely heavily on a very specific minimum frequency to ensure their brand embeds into their target audience’s long-term memory.” Think about how many times you see the Target logo or the Starbucks Mermaid. You don't even have to think about it — you just see them and automatically think of the respective brands. That's the power of frequency.


Combining the previous two facets, anchoring involves creating a consistent look and feel across all touchpoints, from your website and social media presence to marketing materials and product packaging. By establishing a cohesive design scheme, you can help customers easily recognize your brand and what it stands for. Plus, it makes your business appear more professional and trustworthy. For example, say you want your brand to exude luxury. In that case, you might use high-end fonts and images, as well as a sleek and sophisticated color palette. On the other hand, if you want to come across as more approachable, you might choose friendlier fonts and colors, along with down-to-earth imagery. The key is to be intentional about your design choices and make sure they reflect the overall tone you want to set for your brand.

Create Your Brand’s Visual Identity

Create Your Brand’s Visual Identity

Developing the visual identity of your brand is hard work. It takes a lot of time, effort, and thought to create unique brands that are memorable and authentic. However, we've made your life much easier because we've provided you with six tips and steps that you can follow to create your brand’s visual identity.

Understand your target market

To create a visual identity for your brand, you need to first be able to understand your target market. Who are they? What do they like? What do they want to see from your brand? You can also learn more about who your target market is by doing some market research. This can be through surveys, interviews, or even just informal conversations with people who you think would be potential customers. Once you have a good understanding of your target market, you can begin to create a visual identity that will appeal to them. This can include things like choosing the right colors and fonts, as well as creating a logo that reflects the values of your brand.

Establish your brand's image

There are a few key elements that go into establishing your brand's image. These include your brand's name, logo, color palette, and overall aesthetic. To determine these elements, ask yourself what you want your brand to communicate to its audience. What are your core values? What feeling do you want your brand to evoke? Answering these questions will help you zero in on the right elements for your brand. Once you have these things in place, you can begin to create a consistent visual identity for your brand across all of your marketing materials. This will help people to easily recognize your brand and what it stands for, which can ultimately lead to more sales and loyal customers.

Make a story

Make a story

Your brand story is the foundation of your visual identity. It's the Why behind your business, and it's what will connect you to your audience on a deeper level. To create a strong visual identity, you need to start with a strong story. Here are some tips for crafting an effective brand story:

  • Keep it simple. A good brand story is concise and to the point. It should be easy for your audience to understand and remember.
  • Make it relatable. Relatable stories are more likely to resonate with your audience. Find ways to connect your story to your audience's experiences and feelings.
  • Evoke emotion. A good story evokes emotion in the reader or listener. This emotional connection is what will make your story memorable and effective.

By following these tips, you can create a brand story that will help you connect with your audience and build a strong visual identity for your business.

Identify the feelings you wish to evoke

Not only does your brand story need to pull at the heartstrings of your audience, but so does your visual identity. How does your brand image make your customers feel? Do you want to evoke feelings of happiness, trustworthiness, or sophistication? When thinking about the feeling you want your visual identity to convey, consider both the literal meaning of color and the more metaphorical associations we make with different shades. For example, blue often signifies trustworthiness and loyalty while green is often seen as peaceful and calming. Of course, these are just generalizations and there are endless possibilities when it comes to creating a unique visual identity for your brand. The important thing is that you take the time to think about what feeling you want your brand to evoke before diving into the design process. Doing so will help ensure that your final product is a true reflection of your company's values and mission.

Match product or services

Your brand's visual identity should be an accurate reflection of what your business offers. If you're a fun and trendy company, your products and services should reflect that. For instance, you might use bright colors, have an unconventional logo, or use edgy marketing materials. On the other hand, if you're a more traditional business, your products and services should have a classic and subdued feel. This might mean using a neutral color scheme, a simple logo, and clean design elements. We all know the famous packaging of Tiffany & Co. – it's simple, clean, and elegant. This reflects the company's upscale and classic image and ingrains in the minds of its customers what they can expect from the brand.

Be consistent

If you haven't heard it enough already, consistency is key when it comes to branding. Choosing and sticking to specific colors, fonts, and other design elements will help create a strong visual identity for your brand. While it may be tempting to constantly switch things up or try out new trends, resist the urge! A consistent brand is a recognizable brand. And a recognizable brand is a successful brand. To check your brand's consistency, ask yourself the following questions:

  • Do all of my marketing materials use the same colors, fonts, and overall design?
  • Do I have a style guide that outlines my brand's specific design elements?
  • Are there any inconsistencies in my branding across different channels (e.g., social media, website, Google Business Profile, print collateral)?

If you answered "no" to any of these questions, it's time to get consistent!

Create Your Tribe

So, what's your brand’s visual identity? Playful? Quirky? Unique? At Wizard of Ads®, we believe in embracing these qualities and helping you bring them to life in a way that dazzles the eyes (and minds) of your customers. Quirks and taste, oddness and flaws, these are the very essence of branding. They are the feathers and robes of your tribe, so wear them with pride! Are you ready to take your visual branding to the next level? Let us know and book a call with us today – we can't wait to help you create a tribe of fans who love your brand just the way it is!

(Visual Identity)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Frequently asked questions

Questions? We’ve got answers.

Who does the Wizard of Ads® for Contractors work with?

Wizard of Ads® for Contractors work with healthy and growing Residential Home Service Contractors hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

How does the Wizard of Ads® for Contractors charge?

Traditional marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Contractors as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for Residential Home Services.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Contractors pricing model is based solely on the topline revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Contractors believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Contractors only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Contractors?

There are four key revenue stages for engagement with the Wizard of Ads® for Contractors.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Contractors between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Contractors has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Contractors can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Contractors. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Contractors, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Contractors, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

The Wizard of Ads® for Contractors Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., HVAC, Plumbing, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

In rare circumstances, Wizard of Ads® for Contractors will provide specific digital marketing solutions. Wizard of Ads® has very specific Partners that provide digital services that serve Residential Home Services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Contractors' core solution.

It is most likely that Wizard of Ads® for Contractors will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Contractors can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Contractors owns your copyright for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Contractors hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Contractors tracks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most contractors do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With nearly 200 home service clients and a book of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your externally triggered grudge purchase appealing to your potential buyers. If you can deliver the goods, we can continue building relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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