Marketing

Blogging is a great way to attract customers and keep them interested in your business. By consistently uploading posts, readers will always have new content to look forward to. Blogging is also a great way to increase customer engagement while also enhancing retention rates. One of the most important aspects of blogging is understanding search engine optimization (SEO). SEO describes building a website so it ranks highly in search engine results. The higher your website ranks in search results, the more likely users will click on it. Using SEO principles, such as implementing keywords and having well-written content, when developing blog posts can boost your business performance by driving more traffic to your company’s website and generating more sales. Read on to learn about the key components to consider when starting your business blog to boost web traffic and create customer relationships. Keywords A keyword is a phrase that will lead to your blog post when searched. For example, if you write a post about common website design mistakes, your keyword might be “design mistakes.” Keywords must be researched thoroughly before being chosen to ensure they are effective. It is important to choose keywords that your audience is searching for. In the website design example, selecting the keyword “design mistakes” works well because it is simple but not too broad. If the keyword is too niche,  it won’t matter how high it ranks on search results because barely anyone will be searching for it in the first place. Using keywords that are too broad or popular is also a mistake. If the keyword is too general or popular, countless other websites will use the same keyword, and your website isn’t likely to rank highly among them. The key is to balance specificity and broadness when selecting a keyword. This will require lots of research to see which keywords are currently popular and what other sites are using them. Keyword research also requires knowing your audience well. If you know what specific phrases your customers are searching for, you’re more likely to attract the kinds of people who would be interested in your blog and, by extension, your business. Keyword optimization Once you have chosen a keyword, you must place it strategically across your blog to boost search rankings. This is how search engines will know that the chosen phrase is your keyword. Important places to incorporate your keyword include: Overall, you want to use your keyword several times throughout your post, but you still want it to seem natural. Overusing your keyword can be just as bad as not using it enough, as a reader might find your post clunky to read and inorganic.  Readability Readability refers to how easy your post is to navigate. Readers should be able to quickly find the information they are looking for and shouldn’t have to read your entire post if they’re only looking for specific information. Short paragraphs are a good way to increase readability. Breaking up longer text into smaller chunks makes reading easier on the eyes and less daunting than large text blocks. Another way to improve readability is by using subheadings. This splits your post into groups of relevant information and makes it easier to navigate. Readers only have to quickly scroll to the subheading they are interested in instead of reading through the entire post.  Links There are generally two kinds of links used on a website: internal and external. Internal links lead to other pages of the same website and are a great way to increase page views. By including internal links in your posts, readers will be directed to more of your posts or other pages of your website. Ensure that any links included are relevant to the topic at hand. They should lead to extra information, a more in-depth explanation about a topic, or anything else still related to the original post. External links can also be useful. These links lead to other websites and may be used to explain a topic further or to provide a source for some information. Either way, they lend credibility to a post and help readers trust the information you share. Images Breaking up text by including images is another way to improve readability. Images like graphs and charts can also help readers to understand a topic more easily. Even including simple pictures relevant to the post helps make it more engaging. If you don’t think your post works well with images, try including an infographic. An infographic presents information visually by using diagrams and charts instead of text. This is a great way to present the same information in a different format that is easy to read. Post ideas Constantly creating new blog posts is difficult, so here are some reusable post ideas to get you started. A blog is a great marketing tool for businesses because gaining more readers can increase customer engagement. Make sure to continue researching to understand your audience better and provide them with content they’ll want to keep reading. 

With the growing popularity of social media, does email still have a place among today’s marketing strategies? Just as email seemed to overshadow more traditional marketing methods before it, will social media make email marketing less effective? Read ahead to learn about the future of email marketing and if businesses should be redirecting their marketing efforts to newer strategies. The statistics From a statistical standpoint, email still has the potential to reach a wide audience. A report published by The Radicati Group Inc. estimates that by the end of 2023, the number of email users worldwide will reach 4.37 billion. This is a 2.7 per cent increase from 2022. This number is expected to grow by around 2.5 per cent every year, meaning there will be no shortage of customers to reach via email any time soon.  A study published by Management Letters found that the number of existing email accounts is three times as much as Facebook and Twitter accounts combined. Email marketing will likely continue to be an effective tool based on the current and projected growth of email accounts.   Email marketing has also been proven to still be profitable. In 2009, companies could expect around $43.50 in return for every dollar invested into email marketing. A 2019 study updated this value to $42. Despite this slight decrease, email marketing remains one of the most cost-effective marketing methods. Additionally, email marketing contributes to around 21 per cent of total sales on average. Pros and cons Like any marketing strategy, email marketing has its pros and cons. As mentioned before, email marketing is cost-effective compared to other forms of marketing. Since there are no factors such as advertising or printing fees to consider, this helps drive down costs. Another pro of email marketing is that it is permission-based, meaning every customer who signs up for an email list has actively chosen to do so. These individuals are likely already interested in a business if they have signed up for email updates, so they are also more likely to engage with its marketing campaigns. Companies can also easily personalize emails, such as placing customers’ names in the email or including information that specific customers might be interested in. On the other hand, one of the downsides of email marketing is that many email platforms now have more sophisticated junk filters. If a user has not interacted with an email address, emails from that address may be placed into spam or junk folders. This means there is no guarantee that a customer will even see a business’s email in the first place. Another challenge with email is the long-term commitment. Many users come and go from subscriber lists, and it can often be difficult for businesses to retain their customer’s interest over longer periods. Quick tips Though email marketing is still effective, it can only perform well when used correctly. Here are some quick tips to help craft a solid email marketing campaign: Email marketing is still a viable option for businesses despite other online marketing methods becoming more popular. Like any other marketing strategy, creating an effective campaign will require time and research, but it will be well worth it in the end.

Different fonts can lend different feelings to the businesses that use them. Whether on a website, a poster or any other media, your chosen font is essential to building your business’s identity. Fonts can help communicate your brand’s value and create a connection with your target audience. Keep reading to learn more about the different types of fonts available.  Serif Serif fonts have extra strokes on the ends of their letterforms called serifs. One theory suggests that serifs originated from extra marks on letters left from brushes or quills after finishing each stroke. These fonts are typically considered more traditional and lend a more professional, authoritative feel to your work. Older, reputable institutions like the New York Times still use serif fonts, suggesting an experience that comes with age. These fonts also have some functional value. At smaller font sizes, serifs can help to make letters more distinguishable, making words easier to read. This makes text more accessible to those with sight-based or cognitive issues.  Some serif fonts include Times New Roman, Georgia and Garamond. Slab serif Slab serif fonts are thick and blocky serif fonts. They are bold and attention-grabbing and are often used in logos or headlines. They stand out and are ideal for making a portion of text more distinguishable from others. Brands like Honda use slab serif fonts paired with bold colours in their logos for an eye-catching result. Due to their blocky appearance, slab serifs can sometimes have less contrast between letters. While words can quickly grab attention, individual letters may get lost in smaller sizes. They can also be overwhelming when used in larger blocks of text, so they are typically reserved for titles, headlines or anything else that needs to draw a viewer in quickly. Some slab serif fonts include Rockwell, Clarendon and Roboto Slab.  Sans serif Sans serif fonts do not have serifs on the end of their letterforms. They have a more modern look than serif fonts and are often used for their high legibility and clean appearance. Sans serif fonts have similarities to today’s writing, as pencils and pens do not produce the serifs that older quills and brushes did, lending to the modern feel of these fonts. Companies like Google use sans serif fonts to establish a cutting-edge brand identity.  Sans serif fonts are ideal for portions of text that are meant to be read quickly, so they are often not used in longer blocks of text. They are also great for signage since they can be read easily from a distance. The Accessibility for Ontarians with Disabilities Act (AODA) recommends using sans serif fonts for signage to make letters readily distinguishable and easier to read.   Some sans serif fonts include Futura, Helvetica and Public Sans. Script Simply put, script fonts mimic traditional cursive handwriting. They include varying line weight – the thickness of each line – to emulate pressure sensitivity seen in handwriting. Script fonts often give off a sense of creativity or elegance instead of strict professionalism. Companies like Instagram use script fonts to articulate a unique brand identity. While visually pleasing, script fonts can be hard to read because of their elaborate nature. They are best suited for titles or headlines instead of longer blocks of text. The Instagram homepage only uses a script font for the logo, while the rest of the text is in a sans serif font.  Even when used in titles, script fonts should be used carefully. Since they emulate cursive writing, script fonts involve connected letters. Individual words can already look crowded if the spacing is not correct. Some script fonts include Pacifico, Alex Brush and Lobster. At a glance, fonts can say a lot about the brand that uses them. They can change how a website, logo or any other media is perceived, so they must be chosen carefully. The four classifications of fonts outlined here have several subcategories to explore, so there is a lot of material to work with. Experiment with using and combining different fonts to see which works best for the project at hand. Remember, this simple choice of font can help amplify your brand’s message and identity, so research and plan out your font choices thoroughly.

Many brand logos have recently switched to a minimalist style, opting for simpler designs rather than elaborate detail. For example, the Burger King logo lost its blue swoop and angled text, while the Pringles logo mascot, Mr.P, lost more intricate features, including his hair. Are these changes beneficial? Is minimalist design always the way to go? Keep reading to learn more about minimalism and the viability of this design style. What is minimalism? According to an article published by Themeisle, four main elements make up the foundation of minimalist design: less is more, negative space, visual harmony and colours. The “less is more” ideology is most commonly associated with minimalism. The idea is to remove unnecessary elements and keep only what is essential. This does not always mean having the simplest design possible. Within branding, minimalism usually means stripping away what is not essential to the design’s core. Negative space refers to empty areas or spots where design has been purposely left out. Negative space is particularly powerful in minimalism. A lack of design elements draws a viewer’s focus to where design elements are used, giving the desired design more attention. Achieving visual harmony requires symmetry, a balance of elements across a design where nothing feels too crowded or sparse. Even asymmetry can produce harmony if done correctly. However, designers must be careful not to make an asymmetrical design look too chaotic or favour part of the design too much. In line with the “less is more” ideology, minimalist designers tend to stick to two or three colours. These colours often have enough contrast to be attention-grabbing while also not having too much that they clash. Is minimalism always good? Although minimalism has been growing in popularity, it has its critics. One criticism is that the recent rise in minimalism has caused logos to look the same. A study by Distinctive BAT showed 750 UK consumers a series of logos with the brand names removed and asked them to identify the correct brand. Brands that changed significant parts of their logo in their attempt at minimalism saw lower brand recognition than their original logos. For example, the new Warner Brothers logo, which significantly simplified its monogram, saw at least a 40 per cent drop in brand recognition compared to its old logo. However, some brands, like Burger King and Toyota, saw little decrease in brand recognition despite switching to minimalist logos. The study suggests this is because while these logos dropped certain design elements, they retained the core elements that made the logo distinctive. For example, while Burger King dropped the blue swoosh, the new logo still kept the red text and yellow burger bun design.   Recognizability plays a key role in how successful a minimalist logo will be. Fashion brand Burberry removed its knight design and switched to a sans-serif typeface in 2018. However, it recently changed the logo again after recognizing that it had removed a central portion of the logo. Sticking to its roots, Burberry brought back the iconic knight with a more subtle serif typeface. The redesign saw positive public reception, showing that a logo does not have to be minimalist in order to be well-liked.   While minimalist design is not always a bad choice, it must be used carefully to avoid sacrificing distinctiveness for simplicity. Consider the elements of your current branding or logo that make these designs recognizable. What about these designs helps customers associate the logo with your brand? Knowing which parts of a design are most important can help you decide what to keep if you choose the minimalist route – just don’t lose your brand identity in the process. 

One of marketing’s prime functions is to reflect all different types of people so that viewers can resonate with the advertising they see daily. To accurately depict people’s differences, marketing campaigns must showcase different people in their advertisements and demonstrate that their products are accessible to a wide audience. One of the ways that businesses can do this is by using body positivity as a framework in their marketing campaigns. Body positivity is a movement that accepts all body types of different sizes, ages, skin tones, gender and physical abilities. The movement advocates for less focus on physical appearance and instead brings more attention to overall health to break problematic social expectations of ideal beauty. This is especially important for fashion, lifestyle and sports brands since they can potentially exclude a whole demographic by being narrow-minded in their advertisements. According to a 2022 review from the National Library of Medicine, the body positivity movement originated from fat, Black queer activists since fashion media rarely included their bodies. One of their main aims was to decrease the amount of anti-fat discourses flourishing in North American media. A common misconception about the body positivity movement is that it promotes obesity by showcasing bigger bodies after centuries of exclusion. However, body-positive activists state that this is not true since the movement promotes a healthier outlook on the body. Integral parts of the body positivity movement include taking care of your body by eating well, exercising and not participating in anything detrimental to your health. This helps people realize all the abilities and functions that their body can do rather than what it looks like.  A lack of body inclusivity in advertising media can cause mental harm for viewers. Another study from the National Library of Medicine determined that the more hours an individual spends on social media, the more likely they are to be dissatisfied with their bodies. This is particularly concerning when women aged 12-29 spend over 20 hours online weekly. In Canada, 43 per cent of girls and 27 per cent of boys are dissatisfied with their bodies. Body dissatisfaction has been classified as a public health issue in Canada because it can cause unhealthy eating behaviours and mental health conditions such as eating disorders. Marketing is critical when discussing the body positivity movement because advertisements in television and magazines are one of the main culprits of exclusively promoting thinness. Such mediums consistently promote that only one body type deserves to be advertised.  Including Black queer individuals in body positivity advertising is also important because not only did Black queer activists start the movement, but current body positivity marketing is whitewashed and shows women that are still conventionally attractive. Their bodies are not entirely excluded from the movement, but black queer individuals need to be in the center to accurately reflect the intentions of body positivity. Despite the somewhat slow progression, body-positive content in marketing has come a long way. For instance, since body positivity also wants to disrupt the social expectations around women’s body hair, Veet’s marketing campaign makes it clear that women should be the ones to choose which parts of their body they want to shave or not shave. They also showcase a variety of different body types in their advertisements. The body positivity movement not only focuses on women; it also wants to help men with their potential body dissatisfaction. Hanes’ Every Bod campaign showcased men of different body types wearing underwear to prove the company provides various sizes and fits so more men can embrace their bodies. Age exclusivity in advertising is also being challenged by ThirdLove’s To Each, Her Own campaign that shows women of different races, ages and weight enjoying their apparel. Furthermore, body positivity is focused on disrupting social expectations of weight and those around mental health, body hair, age and much more. Businesses that want to incorporate body positivity in their marketing campaigns must fully understand it. For instance, since body positivity is about prioritizing one’s mental and physical health, fitness advertisements should showcase different types of bodies moving and exercising to break the myth that a lack of exercise solely causes obesity. Additionally, since Black queer individuals founded the body positivity movement as a response to their bodies being excluded by fashion media, marketing campaigns must include different races of people to avoid repeating the past. It is not enough to include only one type of body in an advertisement and add a warning or disclaimer in the fine print if an image has been edited. These disclaimers have been found to have no effect on decreasing body dissatisfaction, and viewers continue to compare themselves to individuals in advertisements. Body-positive marketing campaigns must also be conscious of body-shaming language to avoid it altogether. This includes refraining from phrases alluding to slimming down and losing weight and generally not portraying weight loss as an inspiration. The body positivity movement has faced scrutiny because it refuses to follow what has for long been deemed socially acceptable perceptions of beauty. The main aim is to show compassion and kindness toward all bodies so that people can reflect that kindness onto themselves. Marketing should not only aim to sell more products but should also aspire to depict the people around us accurately. Furthermore, marketing campaigns should showcase body positivity to prove a business’s progressiveness and change problematic perceptions of beauty ideals. Together, we can ensure everyone feels represented, included and celebrated for themselves – instead of being surrounded by filtered, edited and unrealistic “ideals.”

Websites are essential for any small business, yet not everyone has the skills and knowledge necessary to build one from the ground up. From coding to designing, crafting a website from scratch can seem daunting. However, there are several website-building services available that offer a wide range of ready-made templates to use. Many of these are beginner-friendly and still provide a professional-looking product. Read ahead to learn about some popular and accessible website builders. GoDaddy GoDaddy starts at C$11.99 per month. The builder offers free domain registration for one full term. Users are provided with a pre-built site based on their specific needs or a template to start with. There are hundreds of available templates, each allowing users to edit text, colour and fonts. It also includes an appointment booking tool for service-based businesses. The downside of GoDaddy is that live chat support is not always available, and customer service can be inconsistent. The pre-made templates also have limited customization options. In addition, plan prices increase upon renewal.  HostGator HostGator is one of the most affordable site-building services, starting at US$3.75. This builder is beginner-friendly with its drag-and-drop editing tool, allowing users to place anywhere on a page. HostGator also allows for online sales, though users are limited to having three products on their site with the lowest-priced plan. While easy to use, some of HostGator’s templates can seem outdated and overly simplistic, so it’s not ideal for users who want more complex designs. However, this simplistic nature does allow for more flexibility in site customization, as the templates seem almost like blank slates.  Shopify At C$51 per month, Shopify is one of the more expensive website builders available. Shopify is primarily geared towards e-commerce businesses, so all paid plans come with built-in shopping carts and several marketing features. It allows users to sell across multiple channels, including Facebook and Instagram. Shopify allows websites to be customized from templates or built entirely from scratch. On top of its already high plan costs, Shopify offers limited free templates. Users can purchase premium templates, but they typically run for over C$100. In addition, since Shopify mainly focuses on e-commerce, it does not include some built-in features that other website builders have, so extra applications may need to be purchased. Squarespace Squarespace starts at US$16 per month and has many useful features. The marketing features alone include email and social media support. Professional designers create templates optimized for desktops, tablets and mobile devices. Though the template designs are impressive, the basic editor doesn’t allow the user full access to customization. In addition, the editor can sometimes be too manual. For example, work doesn’t autosave, so users need to manually save their websites each time.  Weebly Starting at C$7 per month, Weebly is another one of the cheaper website builders available. It also offers a free plan with more limited features. Weebly provides helpful SEO guides to learn more about concepts like coding and keyword optimization. Site customization is limited, and users don’t have much control over creative aspects compared to other website builders. In addition, the templates aren’t as contemporary as other site builders. Weebly’s mobile optimization also isn’t very advanced, meaning websites won’t look the same on mobile devices.  Wix Wix starts at C$15 per month. It also offers a free plan, but the site will be on a subdomain and contain Wix display ads. Wix offers one of the largest template libraries, and its drag-and-drop editor makes it beginner friendly. It also allows for a lot of creative freedom, so users can customize their websites however they want to. Once users have selected a template and published their site, they can’t change it without starting the website from scratch. Also, more advanced functionality and tools require extra payments for third-party applications and premium plans. With so many website builders available, every business is bound to find one that is right for them. Make sure to research all options before committing to payment plans, and check user reviews to see how others’ experiences have been with each site builder.

A strong logo is essential for a business to make a good first impression on its audience. However, it is easy for a logo to be poorly thought out and ineffective. Creating a good logo requires a lot of work, but it pays off by helping to craft a solid brand identity. These are some of the most common errors when designing a logo — and how to fix them. Too many colours Too much of something is never a good thing. This common phrase is especially true for colours in logos. It is best to keep the colours to a minimum avoid a logo looking messy. Overusing colours also makes the logo’s message unclear, making it hard for an audience to resonate with it. Inconsistent colour values If a logo has multiple colours, keep in mind the values and saturation used. These terms refer to how strong and bright a colour is. Placing two colours of different saturations next to each other can be jarring. Ensure that the colours used are of similar saturations and values. Notice how the colours in each row all look good beside each other. However, when mixing colours from different rows, they tend to clash. A logo with similar colour values creates a sense of unity in the design, making it easier for the viewer to look at. Designing in colour first, rather than grayscale A logo design should be effective on its own without colour. The shape should be recognizable even when the design is in black and white, also known as grayscale. When designing a logo, try it without colour first to see if the message gets across. In the first set of logos, the design looks visually pleasing in colour. However, in black and white, the silhouette is hard to read. This can easily be fixed by starting with a strong grayscale design before adding colour, as seen in the second set of logos. Overly complex design Again, having too much going on is generally not a good idea when designing a logo, which also applies to using shapes. With too much going on, the design gets chaotic, and he main message can get lost. It can also signal a sense of uncertainty to the audience. It tells the viewer that a brand is unsure of its core identity and cannot present a simple image to represent itself. A complex design also makes transferring a logo across a wide range of media more difficult, limiting where the logo can be used. An overly cluttered logo can also become an accessibility issue. If individuals with visual or cognitive disabilities have difficulty deciphering a logo, a company risks alienating some of its target audience. Miniscule detail Similar to the previous point, only incorporate a few elaborate details into your design. Simplicity is often the way to go, especially for beginner designers, as it presents a clean, confident look. Always prioritize legibility over detail when designing a logo. It helps to think about what the main image the logo represents while ensuring viewers can read it easily. With so many details, it becomes hard to recognize what the logo represents. Focusing on the message over detail allows viewers to read the logo more easily. Forgetting the audience Always make sure that the elements used in the logo will resonate with the target audience. This will require adequate research to ensure the design is appropriate for the brand. For example, a law firm may want to avoid brighter colours for a more sophisticated look, while a children’s toy company may benefit from incorporating more bubbly, fun imagery in its logo design. Take the law firm example. The logo on the left is not necessarily bad, but it does not suit the image of a law firm. The one on the right is more professional and straightforward, which is the brand message the organization wants to send out to their target audience. Designing a logo requires more work than some may think, but it can be rewarding. Producing a solid logo is essential in developing a brand identity and making a company more memorable for its target audience.

Consumers deserve transparency about the products they buy and where they buy them from. About 72 per cent of consumers believe that transparency is highly important and would switch to brands that offer more in-depth data. However, some companies favour profit over an honest relationship with consumers. One of the main ways companies draw in large audiences is by using manipulative marketing techniques to present false information, especially when it comes to their environmental impact. Greenwashing is a deceitful marketing scheme in which a company uses false data and language to present itself as environmentally friendly. Jay Westerveld, an environmentalist, coined the term greenwashing in his 1986 essay regarding the “save the towel” movement in hotels. The movement involved reusing towels to save more energy by reducing the number of laundry loads. However, this movement had little environmental benefit compared to the financial benefit hotels got by reducing their laundry costs. Unfortunately, there are many other examples of greenwashing. In 2018, food and beverage company Nestle stated that they are aiming for 100 per cent recyclable or reusable packaging by 2025. Despite this, they have yet to share meaningful data, such as a clear timeline to show their progress. Similar to other greenwashing incidents, big companies attract consumers with sustainable goals but fail to follow through with data and actions. The purpose of greenwashing is not only to attract customers and enhance brand reputation but also to cover up a company’s environmentally harmful actions. The Nestle example demonstrates this tactic. Although they promised sustainable packaging in 2018, they were among the world’s top polluters in 2022. Companies that exercise greenwashing underestimate how much consumers hold them accountable for their promises. Customer satisfaction levels drop 1.34 per cent when a company’s sustainability goals and commitments outweigh its actions. Furthermore, greenwashing is a dishonest practice that alienates customers. In 2023, The Roundup reported that 78 per cent of consumers believe sustainability is important. Consumers also stated that they would make a conscious effort to find out more about a company before purchasing its products. Conscious consumerism is one of the ways to identify greenwashing. Companies that are actually working towards sustainability often work with third-party certification providers that evaluate and assign a score based on how environmentally friendly they are. Companies that receive good scores will openly advertise it and make it publicly accessible. Meanwhile, those that don’t work with third-party certification providers do the opposite. The rule of thumb is if a company that claims to be environmentally sustainable does not share studies, deadlines and data that prove them to be, they likely are not. Examples of third-party certification providers that substantiate how green a business is include Green Business Bureau, LEED and B Corp. Another way to spot greenwashing is through vague language and misleading imagery. Vague language includes words such as green, natural and sustainable. These terms can be vague and essentially meaningless. Natural products, for example, can consist of materials that are harmful to the environment and humans, such as pesticides. Misleading imagery includes packaging that uses healthy landscapes and earthy colours in its marketing, even though the manufacturing process or waste produced from that product harms nature. Greenwashing is frustrating because it puts the burden on consumers to conduct background research on a company to confirm that they are truly sustainable. This is why consumers also value companies that make their environmental impacts known and never falsify data. To make a positive environmental impact, companies must leave behind greenwashing and adopt greener practices. That way, their marketing campaigns about being environmentally friendly can be truthful instead of just empty promises slathered with a thick coat of green paint. Can you guess which products are and are not greenwashed? Cleaning Products Some cleaning products are advertised as non-toxic, but this is a vague term because most cleaning products contain toxins in their ingredient list. Water Bottles Water bottles often showcase images of nature meanwhile, the water bottling process releases 5 million tons of carbon dioxide into the atmosphere annually. Reusable Shopping Bags Reusable shopping bags are more durable and can be used for several years as an alternative to plastic bags, just as advertised. Using a reusable shopping bag ensures less plastic pollution. Bamboo cutlery Bamboo cutlery is advertised as reusable, which is correct because it can last for years. Bamboo is also sustainably sourced because it grows quickly after being harvested. Trash bags labelled as recyclable No environmental benefit occurs from recyclable trash bags because they are rarely separated from other trash at the landfill and during incineration, so they cannot be reused. Beeswax Wrap Beeswax wrap is a zero-waste option to cover food in the fridge. Although beeswax is considered an animal by-product, beekeepers are able to refrain from harming the colony when they extract the excess honey in the wax honeycombs. Paper straws Paper straws are not recyclable and are not considered to be sourced and manufactured in sustainable ways. Mushroom packaging Making mushroom packaging consists of collecting and grounding up agricultural waste and fusing that waste together using mushroom roots. The manufacturing process is sustainable, and can be used for packaging when dried.

According to Indeed, a business market is “a method a company uses to sell products or services.” A business market’s size fluctuates with the number of customers. Knowing and understanding the different types of business markets can help you determine how to market to your ideal consumers. Business-to-consumer market Businesses in this market advertise and sell products and services directly to consumers for purchase (i.e., retail.) This market caters to the largest group of potential consumers as they base their marketing strategies around certain demographics within the population like gender, age groups and special interests.  Business-to-business market Companies focus on advertising and selling their services or products to other businesses to reuse or resell them. Some companies may also sell to consumers.  An example of a business-to-business market is a company installing internet services or cable in an office.  Services market A company advertises and sells services to consumers and businesses, thus working in both a business-to-business and business-to-consumer market. According to Harvard Business Review, companies benefit from maintaining long-term relationships with customers. A professional services market helps specialized professionals advertise and sell services. These companies’ employees usually have specific certifications or licences.  Service-based business This business sells a service consumers need. Examples of service-based businesses include health care and home repair. Service businesses tend to focus on individualized customer experience and maintaining positive client relationships. The pricing varies based on the industry and the experience of those operating the service. Product-based business According to Small Business, a “product-based business sells actual physical things,” including raw materials and agricultural, consumer and technology products.  Google and Microsoft are product-based companies. According to HubSpot, the more familiar you are with consumer habits, the better you can “market your product.”  Customers can easily determine a product’s purchase value and exchange, return or rate it, influencing prospective consumers. Thus, product value is determined by consumer perception. Product-based businesses make the product compelling, due to their workforce that produces it at an enticing price. Product vs. service business A business’ marketing message and strategy depend on whether it’s a product or service business. The product business sells a physical product, while the service business provider sells their skills. In a service business, you emphasize the customer’s user experience, while product-based businesses deliver consistent products. While consumers can purchase products online from anywhere, most service businesses can only offer services to consumers in their local market. It’s difficult to receive ratings for a service business as it may take longer for a service to be completed or take effect. Meanwhile, a product can be used, evaluated, reviewed and shared almost immediately. According to Harvard Business Review, international economies have “become dominated by service-focused businesses.” However, a lot of the techniques and tools used by service managers were designed to address product companies’ challenges. Product-service hybrids A company offers a product for sale and is presented to the consumer as a service. This is most common in technology through service-based software programs. These programs fulfill customers’ immediate needs, providing customer support. Product classification  This organizes products based on consumers’ buying behaviour, price range and similarities with competition. This is crucial to establishing marketing strategies.   Convenience goods  These are products that are purchased repeatedly by consumers without a second thought (i.e. toilet paper.) Once they’ve chosen their brand, they usually stick with it.  Shopping goods  Products that are commodities that are researched and compared before purchase. Specialty goods  Are unique on the market such as luxury cars. Unsought goods These are products folks buy because they feel they have to, such as batteries. Tangible financial benefits  Benefits that are verifiable in value according to buyers and sellers. Non Tangible financial benefits  Benefits with a value that sellers perceive but buyers cannot easily verify.  Intangible non financial benefits  These hold a value that neither buyers or sellers can quantify. Product development breakdown According to Shopify, new product development “is the process of bringing an original product idea to market” and beyond. It requires identifying a problem for which consumers are willing to pay for a solution. You conceptualize the product and determine how it serves customers. Then, you build your product roadmap, identify goals and establish your product vision and mission.  Research market demand. Seek unbiased feedback, draft your proof of concept and ensure the product’s technical feasibility and that problems are course-corrected.  Learn how your competitors attract customers and sell. Determine your potential customers’ preferences and your retail category. Create a user experience prototype, then develop and release a viable product. Update your product based on user feedback. Market your concept, find your brand voice, test packaging and prices and analyze ideas, complaints and suggestions. Consider consulting experienced professionals.  You should also source materials and secure manufacturers. Determine your cost of goods sold, including expenses, to establish a retail price. You may conduct webinars addressing how your product benefits consumers, then launch it. Zoom and Dropbox are examples of successful new product developments. Consider brainstorming new product development ideas by conducting customer surveys and identifying problems to solve and new technologies. To reap the most success in your business venture, you must know where to situate your business. Doing so will guide you in marketing your product or service and targeting it to your ideal customers.

When creating a business identity, it’s important to consider how recognizable a brand will be. Much of this has to do with having a memorable logo. Colours play a big part in achieving that. Brands become attached to their logos, making it impossible to imagine one without the other. More importantly, it becomes difficult to forget the colours associated with both.  What is colour psychology? Simply put, colour psychology is the study of how colours affect people’s perceptions and behaviours. Different colours are often associated with different emotions. Consider these common associations: red is an angry colour and blue is a sad colour.  Colours can also have associations that go beyond emotions. For example, green is often thought of as a colour of nature and healing.  While there are many common ideas of how people perceive colour, colour psychology remains a highly controversial field. Perceptions of colour are dependent on a variety of factors. And not everyone will have the same associations with every single colour.  A study shows that men tend to prefer bolder colours, while women tend to prefer softer colours. But this study leaves out several variables. It only includes participants from Western societies, so it doesn’t include many cultural or religious variations. The study is also unable to consider personal associations. Much of the perception of colour comes down to personal experience and preference.   Colour psychology and marketing A brand needs to have a strong presence to attract customers. This includes having a memorable logo.  Colour choice is often a big part of logo design as companies try to use common colour associations to build their identity. For example, the iconic golden arches at McDonald’s are yellow, which is considered an optimistic colour. It tends to give off a cheerful aura and is easy to spot from a distance. That makes it perfect for attracting customers on a busy road.  However, as mentioned before, colour associations are not always universal. While one person may see yellow as a happy colour, another may see it as a sign of caution.  How can colour still be an effective marketing tool if its resulting perceptions are inconsistent? To answer this, it’s important to have a slight change of mindset. Don’t think too much about what the colours mean to every single customer. Don’t attempt to cater to the colour associations of individuals as that is next to impossible.  Instead, think about what the colour means to your business’ identity. Do your business’ colours match what the business has to offer? Think about what the colours mean to your brand and then consider how this might connect with customers. There are no clear-cut guidelines for how to do this. It might come down to trial and error. But it’s important to be able to find colours that match your business’ identity.  A study shows that people prefer easily recognizable brands. Part of this means having a relevant set of colours included in your brand’s personality.        Designing a logo for your business  In her paper about brand identity, psychologist Jennifer Aaker presents five core dimensions that most business personalities fall into. These include sincerity, excitement, competence, sophistication and ruggedness. Some businesses have an overlap between two of these traits, but most fall into just one.  When creating a brand identity, think of what personality you want your business to have. Then, use colours in your logo to support that personality.   Again, there’s no single formula for achieving this and choosing the perfect colours. But common colour associations can be somewhat helpful.  They are not meant to be the entire basis of your colour selection. But knowing some associations can help build a personality when considering different colour combinations. Note that the following list applies mostly to Western cultures and may not be applicable worldwide.   Notice how some logos borrow from multiple colour categories. For example, while the Walmart logo is predominantly blue, it also features eye-catching yellow. The company is able to benefit from both colour associations. While also having a large colour contrast to make the logo more memorable.  Some companies also benefit from breaking conventions in colour associations. As a gaming company, Xbox often inspires excitement and action. But they still choose to use a calm green in its logo.   There is no definitive answer on which colours work best for which brands. Regardless, it’s important to carefully consider which colours to use for a business’ identity to connect with its customers. It becomes much easier to market to the public when you have a logo that sticks with people.