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Posts Categorized: Articles

Manufacturing companies should use online marketing to grow

Online marketing isn’t a magical solution that instantly generates revenue or boosts sales 100 per cent — but it is a valuable tool and untapped resource manufacturing clients miss out on. It’s a new way of thinking and a new way of doing business, and it can seem like a lot of work to implement. But […]

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Authenticity – the magic ingredient for your brand

When you attend marketing seminars, or listen to a webinar, some of the speakers and presentations are inspirational and refreshing. Some are not and come across as fake and shamelessly self-serving. All of this is due to one main reason: a lack of authenticity. Authenticity is a popular term among marketers. The fact is, consumers and clients […]

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Write better blog posts

A lot of our clients have blogs but have no idea how to use or maintain them, let alone engage their readers and get a tangible return from their efforts. Writing a blog for a new restaurant opening is quite different from writing a blog post for construction or engineering clients. Our clients often ask what they […]

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Don’t wing it – social media needs a strategy

If there is one thing we have learned from our clients and our own experience regarding the success of social media, it’s that a proper web strategy is crucial. Otherwise, social media can become over-whelming and time-consuming. Not all companies need every social media platform and not all companies want them. So plan it out. If you’re […]

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The power of ‘I don’t know’

“I don’t know where I’m going, but I’m on my way…” — Carl Sandburg, American poet You know what graphic designers do too much? Design graphics. Graphic designers tend to dive into projects without questioning or validating the problem at hand, as though they have all the information and training needed to solve the problem […]

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Seven lessons learned while working with professional service firms

We’ve learned a lot working with AEC and professional service firms.  Throughout our work, we’ve noticed seven things that come up repeatedly that organizations should address to improve their businesses. 1. Marketing should not be ignored. Although not typically well-versed in branding and marketing, AEC has historically viewed marketing as a dirty word at worst, a low […]

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Do Clients Choose Us, or Do We Choose Clients?

We’re often asked about how Industrial Brand does business development and finds our clients. Good question, but not one that can be easily answered in a short explanation or blog post. One issue that always gets met with raised eyebrows is the fact that we’re sort of picky about the clients we DO work with and how often we actually decline work.

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BRANDING IS A VERB, NOT A NOUN.

I’ve often told clients that “brand” lives and dies at the lowest levels of their organizations, and can even be found in how a receptionist or shipping clerk answers the phone and treats people. Today I phoned a large architecture firm and was met with “Good afternoon, XXX Architecture” in a solemn tone of voice. […]

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Finish your design projects with a strong process

You’re done with another freelance design project and have time to take a break. Final artwork and invoices are out and you’re ready to kick back, pour a drink and collapse into a Netflix marathon. Right? Sure. As long as you’ve done your project off-ramping and debrief. The legendary designer Massimo Vignelli said, “There is […]

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Five Steps Towards Better Communication Design

That image and headline got your attention, didn’t it? Good design should do more than just get your attention, but advertising campaigns and communication design often fail. Here are five steps to keep in mind so your communication design is effective.

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Why should your firm dive deeper into Google Analytics?

You need to know real information and numbers about people visiting your website and engaging with your content to ensure you’re using your online presence effectively. This information is available to you: Google analytics, and other forms of digital tracking, are accessible and can help you reach your online and offline business goals. Why do I need to […]

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