Brand Voice and Tone: Is there a Difference?

Even accomplished writers sometimes scratch their heads. Simply put, as a brand, you have one brand voice that is pretty well set in stone—it’s that essence that tells the reader you wrote this — but your tone can change based on topic, situation, and audience. Establish trust in website copy and blogs People read blogs […]

Meet Our Adventure Seeker – Alaina Dodds

Name: Alaina Dodds Position: Brand Strategist What’s your average day like at Oneupweb? Every day is different than the day before, which I love. My typical day consists of strategy meetings, sales, internal marketing, content writing… Tell us about a favorite client moment. My favorite client moment was sitting down with Rachel Johnson from Cherryland […]

Creating a Timeless Brand in a Trend-Obsessed World

Every great brand has a style, a look and feel that, like a moth to the flame, draws customers in. You can often identify these brands by a single iconic element that differentiates them from all other competitors. Coca-Cola has its iconic red, McDonald’s its golden arches, and Starbucks a siren of the sea. But […]

Marketing Tip of the Week: Speak to Me

This Week’s Tip: Speak to Me. No Matter How Far Your Message Reaches, I’m Experiencing It Alone     In case you missed it, Check out and share last week’s marketing tip! Previous Tips: If You Do It—Put Some Budget To It Build Brand Loyalty Jargon Kills Marketing  

3 Principles of Brand Strategy for Franchises

Inconsistent branding and messaging has a negative impact on your ability to attract new franchisees and provide the same experience and level of care your target consumers have come to expect. Your franchise’s brand is one of its most important business assets. It lures potential franchisees and helps to attract and retain your customer base. […]

Not Relying on Customer Personas

For those of you who aren’t knee deep in marketing jargon, when I use the term “Persona”, you might think I’m referring to an actor taking on an alter ego to deliver a performance (ala Chris Farley and his performance as Matt Foley, an over the top motivational speaker).  I’m not—and, as other marketing veterans […]

ONEUPWEB WHITE PAPER: THE IMPORTANCE OF BRAND CONSISTENCY FOR FRANCHISES

Inconsistent branding and messaging has a negative impact on your ability to attract new franchisees and provide the same experience and level of care your target consumers have come to expect. Your franchise’s brand is one of its most important business assets. It lures potential franchisees and helps to attract and retain your customer base. […]

Pinterest for Higher Education Marketing

The higher education market is fiercely competitive and is being affected by a number of factors, including rising student loan debt, a shrinking job market and the emergence of new technologies. It can be a bit of a jungle out there. And as the old saying goes, when in Rome, act like the biggest cat […]

Fire and Innovation : New Brand Strategy

Fire. The archetype of technology. Our ability to harness fire is nothing short of amazing—it changed the world. Fire gave us warmth, provided a light in the dark and enabled us to forge steel and develop other technology. Because of fire we have “brand” — a word derived from the root *bran or *bren, meaning […]

Mystic Advertising : Branding

Think about the last time a song or a movie or the ending of a book moved you. It doesn’t happen all the time, but once in a while something holds your attention and lingers on in your thoughts. What creates such impact and staying power? Is it limited to art? Can marketing evoke the […]