Tuesday, January 17, 2023

History of a copycat brand in the marketplace

In just over two decades, we've worked to help small business owners put an attractive face on their companies.  We were able to listen closely to our client's goals and needs for these "faces" better known as brands, which has helped many of our clients grow their online and offline exposure.  That's why the history of a copycat brand is so appealing to us.  

Clients will say something along the lines of, "We want a logo that's different, but one that really helps consumers connect with our core values".  If this is you, then this article about a #copycatbrand in the marketplace may help you decide if should copy another brand's logo, even if it's the polar opposite.

There are as many attributes that make up a logo as there are to build a great education.  And, knowingly, even if two companies sell opposite products, it's not necessarily a compliment to copy someone else's logo as a musician might sample the tempo of a popular song.

Last time that I checked, the logo for your company still reigns supreme over the most influential influencer, which is really just an extension of your brand or perhaps more similar to a new fragrance. Your logo, as you know is your brand's single most identifiable symbol.  Here in the United States.  There's Apple's "apple", McDonald's "golden arches", Nike's "Swoosh", Starbuck's "siren", and Coco Chanel's "CC" just to unpack a few.  All are super popular, none mimics the other.  

But, let's go back to a time when Whole Foods Market, introduced a new private brand called 365, a remarkably catchy logo that used four primary colors, and a simple, wholesome character.  There's just one problem here, the logo looks like it was made by Microsoft.  

The similarities of these two logos only entered my mind when I would visit Whole Foods, never did I see the Microsoft 365 logo and think of the Whole Foods brand.  I'm sure there's a dollar amount tied to that, but moving on.  The logos share the same colors, shapes, and for the most part similar values (functional, important, smart, wise, natural).  However, what brings this observation to our blog is the recent email migration at Godaddy.  That is to say, Godaddy Workspace Email is being retired and  Microsoft 365 is the way of the walk.  Microsoft 365 Email certainly brings a host of benefits that the Godaddy Workspace just can't do in a manner that keeps small business owners efficient.

Here's the kicker, Whole Foods changed its private brand 365 logos to one that's relatively simple in comparison to the Microsoft 365 logo.  I believe this was a smart change.  Disclaimer – I'm not implying that Whole Foods copied Microsoft, however, the similarities are remarkable.

What do the colors in the Microsoft logo mean?

The four squares are meant to express Microsoft product portfolio diversity" – blue represents Windows, red equals Office, yellow Bing, and green equates to Xbox.

Not to be confused with the Whole Foods 365 logo (originally introduced in 1992 by the Nancy Frame Design), highly resembling the Microsoft 365 logo, was created to celebrate Whole Foods' belief that fresh healthy foods can be readily available to more people in an affordable way every day… 365 days a year.  The 365 by Whole Foods logo was updated in both 2013, and 2015 with only mild changes in its overall appearance. 

 "We designed the original 365 logo and package design system to help Whole Foods attract conventional grocery store customers with a value-priced line backed by Whole Foods' reputation for quality." – Nancy Frame Design

Sometimes as a small business owner, you can benefit from taking shortcuts or using ways of conducting business that has been improved over the years.  However, there's one element of a business that you should refrain from, and that is creating a logo for your new brand that looks too similar to another brand. Often our clients will reference logos of other brands that they admire, but a successful logo depends heavily upon your brand's primary goal, and how you want to position your brand in the marketplace (demographic).

Sometimes all you need is a little help.

Oevae.com can help you sort out the graphic details.  We offer a full suite of marketing solutions for small businesses, entrepreneurs, and startups.  And, for those who just need marketing advice, you can take advantage of our two decades of experience – Oevae offers Small Business Therapy – A short conversation can do wonders for improving perspectives and bringing clarity to the Internet/marketing terminology, and how you can utilize the latest marketing technologies to grow your small business most efficiently.

Small Business Therapy is billed at $0.99/per minute with no minimum. So you get the marketing help you need in less time, and at a fraction of the cost.

Simply purchase the number of minutes you would like to discuss your topic. You will receive an email with a Zoom link and calendar within 24/hrs.

Make a brand difference.™


Sunday, July 31, 2022

Reinforce positive beliefs about your brand

consumer opinion shopping brands grocery store produce

As you head into a new month, take a moment to reflect on those accomplishments you made this month, and think about the messages your company is sending to your customers, and consumers in general.  

You know, by this time next year there will be a big switch at Google that affects your website, but this should only be of concern to you if what consumers think about your brand really matters.  It turns out, that Google will no longer process new data as normal.  

How will your marketing team determine what to say to consumers about your brand without data from Google?

One way of making sure your brand "matters" in the minds of consumers is to share with them how much you care, and why you even offer your products and services in the first place.  This might start with crafting the perfect email.  It may be helpful for you to know that 81% of small businesses rely on email marketing to find new customers.

As smartphones and other internet-connected devices have become more widespread, 31% of U.S. adults now report that they go online “almost constantly,” up from 21% in 2015.  – ANDREW PERRIN, MARCH 26, 2021

Target marketing messages with more confidence

Even though we receive all kinds of junk in our email inbox, including SPAM and Phishing scams, the real point of an email is  "a method of exchanging messages between people using electronic devices."  Using the strength of Google Analytics data (knowing what type of individuals are finding your business online), you can target marketing messages not only by a consumers device type (Android, Apple) along with interests they express through their online purchase activities, behaviors and more:

  • Age
  • Gender
  • Language
  • Location (City, State)
  • Mobile Carrier
  • Online Browsing Activities

Install Google Analytics 4 Property Code (GA4)  

None of this really matters if you don't have the New Google Analytics 4 Property Code (GA4) installed on your website.  You won't have the information you need to create email marketing messages that appeal to those new customers you want.  This new version was designed to adapt to a digital ecosystem that is more respectful of user privacy – cross-platform and cross-device.  The machine learning model can even anticipate the future actions that your visitors may take, and improve user engagement analysis.  This goes far beyond just knowing what "keywords" a visitor entered to find your website.

"Some 42% of adults with a college degree or more education go online almost constantly, compared with 23% of adults with a high school diploma or less education." – ANDREW PERRIN, MARCH 26, 2021

Create targeted marketing messages

When Oevae installs the new Google Analytics 4 Property code on your website – we can turn on enhanced measurement and customize reporting to measure visitor interactions with your website content, then use the data to create targeted marketing messages that speak to the concerns of the consumers you desire to have as new customers.  What makes this even better, you can share these same messages in your website content, promotions, brochures, conversations, and social media to build and reinforce positive beliefs about your brand in the minds of consumers.

If your website is already using the Google Analytics Universal Analytics (UA code) it will no longer process new data as normal beginning July 1, 2023. It's better to start preparing now by setting up and switching over to a Google Analytics 4 Property with Oevae.com

Animated Email Marketing Messages (blog)
Website vs Social Media and Why Build On Your Own Land. First. (podcast)

Make a brand difference.™

Monday, July 18, 2022

Going Green: How to Become a Green Business Leader

Have you been thinking about “Going Green” and launching a sustainable business? The world can always use more entrepreneurs who care about the planet! By launching a sustainable company and becoming a green business leader, you can have a positive impact on the environment and bring us one step closer to a sustainable future. 

Going Green will help your business save money, access tax advantages, build a reputable brand, and retain top talent. In this article from Oevae Marketing Consultants, we explore some of the steps you need to take to get your green business off the ground.

Learn How to Market Your Green Business

It’s important to think about how you’re going to market your business before launching your company. Plan your marketing approach carefully so you can avoid issues with greenwashing. According to Sustain. Life, greenwashing is a deceptive advertising tactic that causes consumers to believe a company is more eco-friendly than it really is. This is a problem even if it’s completely accidental or unintentional. Make sure you practice what you preach and strive for sustainability across all areas of your business.

Building a green brand will help you connect with like-minded consumers. Learn about the importance of branding and how to apply branding strategies to attract customers. Creating an attractive logo is a good place to start! A great solution for low-budget startups is to use online graphic design tools to make a free custom logo if you choose to hire a professional logo designer in the future. This will keep you moving forward and it will provide a guideline or starting point for a professional graphic designer.

"92% of the S&P 500® and 70% of the Russell 1000® Published Sustainability Reports in 2020, G&A Research Shows – up from 90% in 2019." 

– Governance & Accountability Institute (Read Report)

Choose a Green Business Model

When you’re building a green business, it’s not enough to choose cardboard over plastic when picking out packaging materials. Try to make your entire business model as sustainable as possible. If you’re not sure where to start, look for inspiration from other green businesses and their founders. EcoCart, Treeapp, Bluebird Climate, and Algenesis are all recent environmental startups that have carved out an eco-friendly niche for themselves in the business world. Get in the habit of evaluating business opportunities through a green lens so you can put an eco-friendly spin on new ideas.

Keep Looking for Ways to Reduce Your Impact

Once you’ve outlined your basic business model, look for more ways to incorporate sustainability into your business. Assess your carbon footprint and look for ways to reduce it. For example, TravelPerk explains that you can find many online tools to help you calculate your greenhouse gas emissions. Once you know where you stand, look for opportunities to reduce waste and switch to renewable energy sources. Working remotely and using cloud services is a great place to start!

Be Prepared for an Additional Investment

Compared with starting a regular business, launching an eco-friendly company may come with larger upfront investment. Starter Story reports that the average cost to launch a green business is $13,936. Be prepared for certain eco-friendly materials and services to cost more. Seeking sustainable alternatives can also take a lot of time, so be sure to account for your time investment as well.

In the end, many Ecopreneurs (entrepreneurs focused on creating and selling environmentally-friendly products and services) feel that these additional costs are worthwhile. Recent studies show that many consumers are willing to pay more for products and services that put the planet first. Younger generations are more likely to pay a premium for sustainable goods, so consider targeting these demographics with your business if you want to maximize the return on your investment.

Building a sustainable business is a very fulfilling venture. If you want to build a business that you can feel proud of, look for ways to help the planet and support the people in your community. This is your opportunity to do your part for the planet and launch a business that has a positive impact on the world!

Are you looking for marketing help? Oevae Marketing Consultants will get the word out about your brand as you launch and grow your business! Give us a call for a free consultation. Call 1-972-302-8284.

Maket a brand difference.™