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Your brand  is the heart and soul of your business. It’s how you define—and communicate—your values, vision, visuals, and voice . Just like anything else with heart and soul, a brand naturally evolves over time. This evolution can be done successfully in a way that supports your business growth, or you can fall into the dreaded Frankenstein Effect . Let’s focus on the positive side, shall we? Brand Identity Refresh vs. Rebrand: What’s the Difference? Brand Identity Refresh A brand identity refresh is all about adjusting key components of a brand without fundamentally changing its core values or messaging. You can think of this like a wardrobe update. You might bring your tried-and-true favourites to get dry-cleaned, and have some pieces fitted at your local tailor. You’ll pick up a few new items to introduce fresh colours and fabrics into the mix, but it all still fits within your signature style. Rebrand A rebrand, on the other hand, is a complete overhaul. It’s the branding equivalent of donating your entire closet to charity and shopping for new pieces, until you’ve developed an entirely distinct and nearly unrecognizable fashion persona.  Since branding is a careful combination of strategy and visuals , a rebrand often comes with a distinct pivot in both messaging and brand aesthetics, while a brand refresh focuses more on tweaking and improving what’s already there.  While less intensive than a complete rebrand, a thoughtful brand refresh can have a powerful impact on your small business branding success. When to Consider a Brand Refresh Your brand is an integral part of your business , so it’s important that it fits like a glove. How can you tell if your brand is in need of a little TLC? Visuals Miss the Mark Your brand visuals are like your wardrobe’s accent pieces. They’re fun, they command attention, and they pull it all together—but they aren’t the foundation of your style. Outdated brand visuals can cause your business to feel stagnant. If that resonates, go back to your brand board  and do some tweaking. Refreshing your logo, colours, or fonts can go a long way to revitalizing your identity! Audience Has Evolved Markets aren’t static, and neither is your target audience.  If your buyers have evolved or if your product has expanded to new demographics, a brand refresh is just what you need. Take some time to reevaluate your buyer personas , and use that information when crafting a brand identity that resonates with your target audience . Mission is Missing   Chances are, your personal values and priorities aren’t exactly as they were ten years ago. And chances are, the same is true for your business! Maybe affordability used to be your guiding principle, whereas now the focus lies on sustainability. Whatever the shift may be, a brand refresh can make sure that your company’s values and your brand positioning are in alignment.  Remember, your brand strategy is directly correlated to your sales . A brand that reflects your true mission is a must! Competition is Fierce A strategic brand refresh gives you an edge. And while that’s a powerful tool to have in your belt, it’s also true for your competitors . If your competitors are actively refreshing their brands while you stay put, you run the risk of falling behind. Creating a memorable brand experience for customers through a brand refresh ensures that you continue to set yourself apart. Perks of a Fresh Look for Your Brand Just like a new haircut can elevate your style to new heights, a brand refresh can do wonders for your brand identity. Connection Perfection A refresh can make your brand more relatable and engaging, for existing buyers and new audience sectors alike.  Take The Brand Brew ®’s recent brand refresh with DOGsAGE , for instance. By revitalizing the brand’s logo by adding a simple leaf to the dog’s tail, the DOGsAGE brand identity communicates its commitment to natural pet products and creates a stronger connection with its health-conscious consumers. Rise Above the Rivals In a competitive marketplace, being good simply isn’t good enough. Luckily, a brand refresh is all it takes to go from good to gotta-have-it. A strategic brand refresh highlights your unique strengths and the elements of your brand that set you apart . It allows you to separate yourself from your competitors and showcase exactly why you’re the best in the business. Opportunity to Optimize SEO is a never-ending process , and a brand refresh presents an excellent opportunity to give your SEO strategy a little boost. By simply optimizing your content and inserting some relevant local keywords  here and there, you can enhance your searchability and ensure that your newly-refreshed brand is reaching as many potential buyers as possible! Put Your Best Foot Forward with The Brand Brew ®! It’s natural that your business evolves with time and experience. Just remember to make sure your brand moves along with it! Aligning visuals, messaging, and values in one cohesive brand experience helps keep your business consistent and engaging. If you’re ready for a makeover to take your brand from drab to fab, The Brand Brew ®’s Brand Development  is the solution for all things branding in Hamilton, ON and beyond. Say yes to the refresh and book a call  today!

Securing a spot in Google’s Map Pack is a feat worth celebrating for any business. The good news is there are steps you can take to improve your website for local SEO and pave the way to those coveted positions. Unclear on the power of the Map Pack and why it warrants your attention? Visit Part 1 of Local SEO: Meet the Map Pack. Part 2: Local SEO: How to Get Your Business in Google's Map Pack When determining which businesses earn the sought-after Map Pack spots, Google considers various ranking factors. Whitespark has outlined the most significant factors and their respective weights for 2023, giving us a strong foundation to build a local SEO strategy to earn your business a seat at the cool kid’s table this year. 1. Curate a Killer Google Business Profile A whopping 32% of Google’s local ranking is influenced by your Google Business Profile (GBP), so cultivating an accurate and comprehensive profile is the first step to a successful local SEO strategy. There are a few things to keep in mind here: Ensure consistent spelling across your profile Select enticing on-brand imagery Use benefit-led copy in your business description Include detailed, accurate information Add identity-based attributes and manage your social media links Select thoughtful primary and secondary categories To expand upon the last point, it’s crucial to be precise when choosing your primary category. There are thousands to choose from, so it’s important to intentionally select one that aligns with your business's goals and the searches you want to rank for. You can then select additional secondary categories to support the primary category and add context, optimizing your Google Business Profile . Category options are updated regularly, so check back frequently and maintain accurate categories on your profile. Tip Time: You can sneak a peek at your competitors’ categories to use as a reference point for your own. Here’s How: 1. Click on their Google Business Profile 2. Right-click and select “View Source” 3. Ctrl-F or ⌘-F (Mac) enter their primary category listed on their GBP. Any additional phrases after the primary category are secondary categories! Building a strong GBP isn’t complicated or time-consuming—the secret lies in maintaining it and ensuring that it remains accurate and optimized. 2. Optimize with On-Page Signals On-page signals account for just under 20% of your Map Pack ranking, so they deserve their fair share of attention. Your metadata is at the top of the list. Your page title tag acts as a descriptor and a differentiator for a webpage, telling Google exactly what makes your webpage unique within the context of your website and when compared to other search results. Using relevant and descriptive title tags is essential to earning a spot in Google’s top three local search results. You also want to ensure that your business name, address, social media links, and phone number are present and accurate on all website pages and that those relevant keywords are incorporated into your website copy. 3. Get Rave Reviews Reviews are important for various reasons. More than just opinions, they give you direct insights into your consumers and their satisfaction! The more reviews you receive, the more data is available to analyze, and you can use that information to look for trends and pinpoint areas for improvement in your business operations. Reviews offer a no-nonsense critique of your strengths and weaknesses as a business. They also play a substantial role in local SEO rankings. Google views businesses with diverse and abundant reviews more favourably and, therefore, more likely to earn a position in the Map Pack. Some of the most important review factors include: How many reviews your business has How frequently your business receives reviews The source of the reviews – do they include first-party reviews (on your website) and third-party reviews from other websites like Google? Are those third-party sources diverse (including Facebook, Yelp, TripAdvisor, Skip the Dishes, DoorDash, etc.)? Encourage your clients to leave reviews to gain insightful feedback and improve your local SEO! 4. Get Lucky with Links Okay, maybe it’s not luck, but links are another important element for a strong local SEO strategy. Think of it this way – if someone constantly talks about how great they are, that’s mildly convincing at best. But if an entire community of respectable individuals are willing to vouch for them? That’s far more validating. This is where backlinking comes in. It’s a way of building a positive reputation for your business based on the references of others, and it can profoundly affect your local SEO ranking. Check out our What the Heck is SEO? blog for a more in-depth look at backlinking and its importance from an SEO perspective. Both inbound and outbound links play a role in your SEO ranking, and the quality and volume of those links are considered. Domain authority is huge when it comes to linking, and for good reason – would you be more likely to trust the word of a trusted expert or that of a random person you pass by as you shop for groceries? Links to and from reputable, authoritative sources shouldn’t be overlooked in the local SEO game. This requires networking with other industry leaders, building virtual relationships, and actively seeking to be included in relevant blogs and articles to develop a robust collection of high-quality backlinks. That way, a whole community of trustworthy sources will support you when Google decides its rankings. 5. Benefit from Behavourial Signals Google’s Map Pack is determined in part by behavioural signals. These include things like click-through rate (CTR), bounce rate, time spent on a page, and mobile clicks to call. You have a few techniques at your disposal to improve your website’s behavioural performance. For instance, you can strengthen your title tags and craft specific meta descriptions that set you apart and improve your CTR. Content marketing strategies can help you attract a larger audience to your website, keep them engaged for longer, and prompt them to take action. Your website’s accessibility also plays a role, as a website that is easy to read and navigate will yield a stronger behavioural performance. You can also create enticing offers and promotions alongside quality content to increase interactions with your website further. 6. Create Consistent Citations Regarding local SEO, citations mention your business name, address, or phone number (aka NAP) on websites other than yours. Accurate listings across online business directories help build citations and customers “checking in” to a business online or tagging a business in a photo. Establishing your business across platforms like Yelp, Yellow Pages, Yahoo, and Better Business Bureau will help to build your citations and, therefore, your local ranking. Social media is an invaluable tool when it comes to citations and SEO as well. Businesses can improve citations by regularly uploading brand images with keyword-optimized alt text and encouraging customers to interact with the business online and tag them in their social media posts. 7. Perfect Personalization Finally, the last factor of your local SERP position is personalization. This refers to how unique your website is in Google’s eyes. This really all comes down to effective marketing, SEO-rich copywriting , on-brand photography , and investment in strategic website design. It’s about making sure the business stands out from the competition. A lot goes into a local SEO strategy, and it is no simple feat to crack the top 3 results and appear in the Google Map Pack. However, the Map Pack is well within reach with dedication and the right approach! Don’t forget that The Brand Brew ® is here to help. Not only are we pros when it comes to navigating Google’s ranking factors and algorithm updates, but our Website Design is just what you need to breathe new life into your business and propel your local SEO ranking into those top spots.

Structured data, also known as schema markup, is the next stage in our long (and quite literally endless) series on SEO . First thing first – SEO can be split into four types , and structured data falls under the umbrella of technical SEO. As part of a website's technical SEO strategy, structured data plays a role in helping search engine algorithms crawl and index your site, which enables you to show up in search results pages. Of course, as with anything SEO, there's a bit more to it. Let's get into it! What is Structured Data? With computers becoming so impressively user-friendly, it's easy to forget that they don't function like we do—we don't speak the same language. Structured data prevents your web pages from looking like alphabet soup from the search engine's perspective. It's a method of organizing website content to provide Google with clear information about each element on a page.  By tagging content with specific data types , structured data ensures that search engines can accurately identify and categorize each piece of information and show that content in a richer appearance in search results . The Scoop on Schema Markup Schema markup is the specific HTML code used to implement structured data on your website.  It acts as the language that communicates directly with search engines, explaining what each part of your content represents.  Schema markup helps define various elements on your page—whether it's a product, video, or article—making it easier for search engines to understand your content and rank it more quickly. Additionally, it enhances search results, making them more engaging and likely to encourage users to interact with your website through rich results . Basically, schema markup tells a search engine, “Hey, this is a product!” or “Hey, this one’s a blog !” A product schema would contain information like the product name, price, and availability, while an article schema would contain information about the author, headlines, and keywords . Best Practices for the Best Websites While simple in theory, structured data and schema markup can be challenging to navigate the first time around. To effectively implement structured data on your website, begin by selecting the appropriate schema markup that corresponds with the specific content you want to emphasize – Google’s Structured Data Markup Helper  is your best friend in this stage (well, aside from The Brand Brew ®, of course). To make sure that your schema has been implemented correctly, Google’s Structured Data Testing Tool  is here to help. Ensure that the schema you use accurately reflects your content and is kept up-to-date with the latest standards, and test regularly to avoid potential errors or the use of outdated schemas that Google and other search engines may no longer recognize. Not sure if your site has structured data? Our Website Audit  offers a comprehensive analysis of your website’s setup and performance, providing the answers you need to guide your next SEO steps. Why Bother with Structured Data? As we know, it helps search engines understand what’s going on in your web pages. But why does that matter? 1. Enhanced Search Engine Understanding Structured data helps search bots better understand and index content (which you can monitor and optimize using Google Search Console ).  By providing clear, unambiguous information about each element on your page, structured data allows search engines to interpret and categorize your content accurately. The better search engines understand your website, the more likely they will put you in front of your target audience . Here’s some food for thought: When Rotten Tomatoes added structured data to 100,000 unique pages, it observed a 25% higher click-through rate for pages enhanced with structured data than those without. The Food Network has converted 80% of its pages to enable search features and has seen a 35% increase in visits. Nestlé has measured that pages that appear as rich results in search have an 82% higher click-through rate than non-rich result pages. Need more convincing? Browse other SEO case studies  and success stories. 2. Improved SERP Features Search Engine Results Pages (SERPs) are no longer just a list of websites to choose from. Now they include a whole range of special search result features and enhancements , from the local business map pack  to the sitelinks  or sitelinks search box and even image metadata , that further increase your chances of earning clicks from interested buyers. Needless to say, you want these features. Structured data can greatly enhance your chances of appearing in rich results , such as featured snippets, image and video carousels, and knowledge panels (seen as part of a Google Business Profile ). This significantly increases your website’s visibility and helps you to stand out in a sea of search results. 3. Staying Ahead of the SEO Curve SEO is never static , and search engines are constantly updating their algorithms to prioritize user experience.  Since search engines are continually refining how they interpret and display structured data, as algorithms evolve, structured data is likely to play an even more significant role in how content is indexed and ranked.  Staying ahead of these changes by implementing structured data – alongside other SEO best practices like internal linking  and SEO keywords  – can keep your site at the top of the search results and keep you at the top of your game. Looking for a Technical SEO Pro? Now you’re equipped with the basics of structured data implementation, and you’re ready to get started with technical SEO!  If you want to take things to the next level and really boost your search engine visibility, The Brand Brew ® can provide the professional eye you need. Our Website Design  builds your website from the ground up – structured data included – to transform your online presence and results! Book a call with The Brand Brew ®  today.

SEO is like gardening. It’s not as easy as just sprinkling some seeds down and calling it a day. All sorts of considerations go into planning—soil preparation, exposure to sunlight, drainage considerations, and so on. And that’s only the first step. Even once you have a beautiful, blooming garden (or a robust, SEO-driven website ), there’s upkeep to consider. Are you watering regularly? Pulling those pesky weeds? Protecting your precious plants from changing weather conditions? SEO is the same way. Even once you’ve established a winning SEO strategy, it’s not a task that you can simply set and forget . There’s tending to be done if you want to continue cultivating new business and enjoying a bountiful harvest of new buyers! Why SEO is an Ongoing Process Why isn’t SEO a one-and-done task, you ask? Search Engine Algorithm Updates Remember that the goal of SEO is to satisfy search engines, and search engines are continually changing. Google and other search engines regularly update algorithms (for instance, Google Core Updates ), affecting rankings. To stay competitive, websites need to adjust their SEO strategies accordingly, so everything's coming up roses! User Behaviour Changes Don’t forget—humans are ever-changing, too! As online habits evolve, so do the ways users search and interact with content. Consider the uptick in mobile searches, for example, which has resulted in the Map Pack  taking centre stage for local SEO strategy and small business branding. A strong SEO strategy accounts for these changing user behaviours, progressing alongside them. Competitor Activity Your competitors are always refining their strategies, which means you must continuously optimize your SEO to maintain or improve your rankings. If your competitor’s garden looks like the Palace of Versailles, you don’t want yours to resemble a highway median by comparison. Content Freshness Search engines favour fresh and relevant content (and readers do ,  too , by the way!).  Regularly updating and optimizing your site helps maintain visibility and relevance in search results. 7 Essential Strategies for Adapting to SEO Changes Don’t have a green thumb? Here are seven ways you can   make sure your SEO strategy is evergreen: 1. Monitor Algorithm Updates A major search engine algorithm update that you’re not ready for can be akin to a devastating storm, capable of destroying your hard work in one fell swoop. Like you watch your weather app, pay attention to the latest goings-on in the SEO world.  To stay in the know, subscribe to resources like  Google’s Search and SEO blog . 2. Regularly Audit Your Website Conduct routine SEO audits to check on your website's health and SEO performance. Fix on-page and off-page SEO  elements like broken links, slow load times, or outdated content. If you can’t find the time or it simply isn’t your thing, let us handle it—take advantage of The Brand Brew ®’s Quarterly SEO Check-Ins to ensure your site is always up to snuff.  3. Keep Content Updated Nobody wants stale content. Your content ( and copy ) serves two very important functions: informing search engines and intriguing buyers. Be sure to refresh old posts, optimize for new keywords, and ensure that all content is relevant and high-quality. Not sure how to give your content the refresh it needs? Propagate SEO success with our copywriting service ! 4. Focus on User Experience (UX) Search engines reward websites with a seamless user experience, so give your site visitors the UX they deserve. Prioritize mobile-friendliness, intuitive site structure, and website accessibility (among other UX best practices) to stay on top of SEO. 5. Stay Keyword-Aware Keywords  are heavy hitters in the SEO game; keeping them up-to-date is essential. This involves conducting regular keyword research to identify shifts in search terms and trends and adapting your content accordingly. Don’t forget to lean on Google Search Console as your trusted advisor  (and The Brand Brew ®, of course)! 6. Build Quality Links Link building never stops! As your website and content library grow, ensure your internal linking strategy flourishes alongside them. As for backlinks , continuously seek opportunities for high-quality links from authoritative sources to boost your domain authority. It strengthens your SEO and increases your chances of landing a spot in the Map Pack ! 7. Leverage Structured Data Farmers don’t just chuck seeds randomly into a field—their process is methodical, strategic, and organized. Your website should be the same! Implementing schema markup and structured data  keeps your website organized and helps search engines better understand your content. This can enhance visibility through rich results, improving your chances of standing out in SERPs.  Tend to Your SEO Garden with Confidence A garden isn’t built in a day (that’s how the saying goes, right?), and neither is a winning SEO strategy.  Search engine optimization (SEO) is a long-term, evolving process, and businesses that commit to its ongoing nature will see sustained success. That said, we know that you don’t have all day to sow your SEO seeds and work the fields, as it were. The Brand Brew ®’s SEO Website Audit is designed to scour your website and highlight what’s working and, more importantly, what’s not. Let us show you which areas of your garden need some attention without disturbing the parts that are in full bloom. Book a call  to get started!

Have you ever found yourself falling down a Wikipedia rabbit hole, clicking on link after link that catches your eye? You could argue that Wikipedia is the king of internal linking. Internal linking is the practice of creating hyperlinks that connect different web pages within the same website. Since Wikipedia’s domain covers literally everything, internal linking is almost inevitable. For a standard business website that focuses on a particular niche, however, internal linking should be intentionally incorporated into the overall website and SEO strategy. Effective internal linking can improve user experience (UX) and boost your site’s search engine rankings by guiding users and search engines through your content seamlessly. Understanding On-Page SEO and Internal Linking We’ve talked about Search Engine Optimization (SEO)  before. Now, let’s focus on on-page SEO and its critical component, internal linking. On-Page SEO Remember that SEO can be divided into four general types : On-Page SEO, Off-Page SEO, Technical SEO, and Local SEO . On-page SEO communicates what your website is all about, ideally making your web page appealing to both users and search engines. It encompasses various elements, including content  quality, keyword  usage, meta tags , URL structure , and images. Psst – all those hyperlinks are examples of internal linking! Internal linking is one component of an on-page SEO strategy. It not only helps in distributing page authority and improving user experience but also plays a crucial role in the overall navigation and structure of the website, making it easier for search engines to understand and index your content. Internal Linking Unlike external links (aka backlinks ), which direct users to a different domain, internal links keep users within the same website.  A key element of UX design, internal links guide users to related content and encourage prolonged engagement. Internal linking is a pivotal part of a robust on-page SEO strategy, connecting various pieces of content and ensuring a coherent user journey. And, like with anything, if you’re going to do it, you might as well do it right. Effective internal linking relies on several key principles: using relevant and descriptive anchor text, linking to valuable and contextually appropriate content, and maintaining a logical site structure to ensure that both users and search engines can easily find and access important information. 5 Ways Internal Linking Helps UX and SEOs We’ve established the what  – now let’s get to the why. 1. Enhance Website Navigation Internal links act as a roadmap for users. They make it much easier for them to find relevant content and explore your entire content library logically. Think back to our Wikipedia example. As you read through a Wiki page, you encounter new topics and concepts that interest you and aid in your discovery. Thanks to internal linking, you can explore those topics and deepen your understanding with just a single click. 2. Boost User Engagement When you link to related content within your website, you encourage users to spend more time exploring your site and the content you have to offer.  By boosting your page views through internal linking, you showcase your brand’s authority – to users and search engines alike. 3. Reduce Bounce Rates Attracting users to your website is one thing. Keeping their attention is quite another. Directing users to additional valuable content and resources within your site reduces the likelihood of them leaving to look elsewhere. Reduced bounce rates signal to search engines that your site is valuable and engaging, which can positively influence your rankings. If you can hook them into reading multiple pages on your site, you’ll improve user retention overall. 4. Aid Website Indexing It’s not just users that rely on internal linking – search engines do, too. Internal links help search engines discover and index new web pages, improving on-page SEO and ensuring that all important content is visible in search results. When done well, internal linking can even boost your chances of earning Google Sitelinks , which enhances your search listings and increases click-through rates. 5. Support Site Structure Internal linking supports logical site structure by creating a clear and logical pathway through the website, connecting related content and defining the hierarchy and relationships between different pages. This helps both users and search engines navigate and understand the site more effectively. As it does this, it also passes equity from high-authority pages to other pages within your website – it shares the wealth, so to speak. By distributing page authority across a wider range of pages within your site, you strengthen the overall SEO strategy. Let’s Link Up! Don’t be fooled—internal linking is much more than shoving hyperlinks into your content willy-nilly. It’s a strategic element of website design that enhances user experience and strengthens SEO efforts. That’s why it’s an integral piece of our Website Design ! Ready to optimize your internal linking strategy and reap the UX and SEO rewards? Book a call with The Brand Brew ®  today to get started.

Traditionally, a Google search provides you with a list of individual links to explore as you search for the most relevant response to your query. Sometimes, however, Google will provide you with a short list of links grouped together that take you to different pages of the same website. This cluster is referred to as Google Sitelinks . What are Google Sitelinks? Take a look at this grouping of Google Sitelinks for The Brand Brew ® website: Thanks to Sitelinks, The Brand Brew takes up a larger chunk of the search engine results pages (SERPs), and potential clients now have up to six separate links rather than just a single link like the typical Google result. Pretty valuable, right? Why Sitelinks Are Important Clicks, Clicks, Clicks! The success of your website is dependent, above all, upon users clicking through to your site. If no one visits your website, the rest doesn’t really matter, does it? Google Sitelinks help increase your click-through rate. When you take up more visual space on the search results page and increase your clickable links, your click-through rate improves—and we love that! Direct Traffic to Internal Pages Through Sitelinks, users are presented with a medley of links for your site. They can click on the result that’s most relevant to their search.  That way, your website's internal pages can receive more direct traffic than if users click on the main page and navigate from there. Brand Awareness, Yes Please! If there’s one thing we love here at The Brand Brew, it’s brand awareness (and tea, of course).  When Google Sitelinks presents a cluster of results for your business, users pay more attention. They learn more about your business than with a standard search result and are more likely to remember your business and what you offer. A Show of Trust Google doesn’t display site links for just anyone. The search engine must determine that your website is trustworthy and your content is valuable before granting you the honour of Google Sitelinks. You should be flattered, honestly! Google Sitelinks and SEO Google Sitelinks are one element in the overarching world of SEO . Just like you can employ an SEO strategy to impact the placement of your website in Google’s results pages, you can take steps to optimize the appearance of those results. 1. Simplify Your Site Structure You can’t directly control the links that Google displays in your Sitelinks, but the links are often created based on your site structure. To increase your chances of appearing in search results with Sitelinks, be sure to: Use Google Search Console   to monitor your site's performance in SERP Maintain a simple hierarchical website structure with no more than three levels Replicate your site structure in your website’s main menu Include the most essential pages of your website in your main menu 2. Heed Your Headings Your header tags and metadata  (page titles and descriptions) should be concise, unique, and informative. This goes hand in hand with simplifying your site structure.  By highlighting the most important aspects of your business through your structure and website menu, complemented by compact headings, you can really up your chances of landing a coveted Google Sitelinks result. 3. Create Killer Content High-quality, relevant, and engaging content is the name of the game  for improving your website’s visibility and increasing the likelihood of Sitelinks appearing in search results.  Make sure that relevant keywords  are laced throughout your content, helping Google and readers alike understand what your website is all about. Don’t forget to regularly update and improve your site with fresh content ( blogs , for example), as this shows Google that you’re active and relevant—plus, it keeps you at the top of your game! 4. Take Care of Technical SEO Technical SEO is the side of SEO that optimizes your website’s infrastructure. It involves things like mobile friendliness, page loading speed, and schema markup. Schema markup is a type of structured data that provides Google with additional context and information regarding your website. It helps Google better understand your content, which helps your chances of getting Sitelinks. 5. Integrate Internal Links Internal linking is an element of on-page SEO, one of the four main types of SEO . It involves inserting links into your content that bring users to another page on your website – hence, internal linking. The more internal links a given page earns, generally, the more important that page is within your website. Google knows this and uses internal linking to indicate your website’s most valuable pages, influencing the links shown within your Google Sitelinks. 6. Build High-Quality Backlinks When it comes to backlinks, quality is key. Backlinks —other websites that link to your website—are helpful because they show that your website is reputable and produces high-quality content. However, backlinks are only trustworthy when the source websites themselves are high-quality. It makes sense, right? When Google sees other high-quality websites linking to your website, it’s a big green flag. The more green flags you collect, the more likely you are to snag Google Sitelinks! Get the Most Out of Google Sitelinks As you can see, optimizing your site for Google Sitelinks requires a multifaceted approach. It’s much more than a single button you can toggle on or off – it requires effort, expertise, time, and, frankly, a little bit of luck.  With the help of The Brand Brew ®’s Website Design , we can tip the scales in your favour. Book a call  with us today to take the first step toward achieving Google Sitelinks and giving your business the SERP real estate it deserves.

Running a business is not for the weak; you have to be able to navigate saturated markets and handle intense competition. The worst thing you can do is blend into the background – instead, you want to stand out! That’s where your unique selling proposition comes in. It’s the factor that makes you unique within your industry and sets you apart from the competition. Your USP is the reason why your customers should choose you over anyone else, and it’s a key component to creating a compelling brand identity. It’s not your product that has to be unique, per se. It’s whatever message or offering you choose to focus on that differentiates you from your competitors and entices your audience. What Makes an Effective USP? So, how do you determine your unique selling proposition to leverage your finest qualities and separate yourself from the crowd? It’s all about uncovering your brand’s unique value through brand discovery and communicating that to your audience. Make an impactful and lasting impression with a USP that is: 1. Assertive and Specific Your USP is not the time to be timid or soft. In order to be compelling, you must take on a specific stance that differentiates your offering from that of the competition. For instance, “we use high-quality materials” is too generic. Get to the heart of what makes you unique and be specific regarding why customers should choose your brand and your product. Drive the point home with confidence! 2. Valuable to Your Customers This one is intuitive but surprisingly easy to overlook. Your USP has to be something that your customers actually care about! Otherwise, what’s the point? Don’t position your unique selling proposition around convenience, for example, if your audience is more concerned with reliability. 3. Embodied in Your Business A USP is much more than just a motto. Sure, a slogan can be helpful in communicating your USP, but it must be embodied across the various elements of your business practice: your brand, your products, your customer experience, and so on. What Isn’t a USP? Don't get confused. There are many things that your brand offers to customers that aren’t necessarily your unique selling proposition. Specific marketing offers, like a shipping discount or an attractive return policy are not USPs, for instance. Yes, they’re effective tactics – but they’re easily replicated, and they don’t get to the heart of what makes you the best choice on the market. We mentioned this above, but it warrants repeating: your USP is also not your company slogan or the header on your website. It must be incorporated across all elements of your brand and your audience interactions; it must be an integral part of your business. Compelling USPs from the Brands We Love We’ve covered the theory of an effective unique selling proposition – now, let’s see it in action! Here are some examples of strong USPs from brands that pack a punch: Airbnb: “Belong Anywhere” Airbnb is perfect for those travellers looking to feel safe and comfortable anywhere in the world. Whether they’re away for a weekend or months on end, they want to feel like they belong in a space they can count on. Two simple words—“Belong Anywhere”—communicate that message clearly, and it sets the brand apart from other alternatives, like large hotel chains or cheaper hostel alternatives, where customers won’t get that same local experience and sense of belonging when travelling in foreign lands. Coca-Cola: “The Real Thing” Coca-Cola is the blueprint. It’s the original, it’s authentic, and it cannot be duplicated. No matter how many other sodas are on the shelves, none of them will ever have the history and magnitude of Coca-Cola. Coca-Cola, and only Coca-Cola, can offer customers “The Real Thing.” FedEx: “When it absolutely, positively has to be there overnight” FedEx is all about speed and reliability. Their USP clearly highlights these qualities and positions themselves as a dependable delivery service that customers can count on when they’re in a pinch. How to Use Your USP to Your Advantage You’ve established a unique selling proposition that is specific, valuable, and integral to your business – that's fantastic! Now, what do you do with it, exactly? The short answer is that you should incorporate your USP into all that you do. Your USP should influence your messaging, branding, copywriting, and general marketing strategy. It’s your main differentiator, and it gets to the heart of the motivation as to why your customers would choose your business above any other, and so naturally, it’s a central component to how you position yourself in the market and communicate with your audience. Make sure that your USP is clearly highlighted on your website, as well. If a customer has to search through pages of your site before they can find anything that makes you unique, you’ve lost them. Shine an unmistakable spotlight on your USP to make your website more compelling and boost your conversion rates! Your unique selling proposition is a core component of your brand. It follows, then, that to present a captivating USP, you need a focused brand identity and an impactful brand strategy that forms meaningful connections with your target audience. The Brand Brew ® Brand Development does just that. Contact us today to begin brewing a brand with all the right notes that highlight exactly what makes you too good to pass up.

You’ve probably heard the old adage, “If it ain’t broke, don’t fix it.” And, well, that’s only sort of true. Your website is like a car. It could be running perfectly well, getting you to where you need to go with no weird sounds or lights on the dashboard. And yet, you still change your oil, switch your transmission fluid, and replace your tires every so often. It’s much easier to perform simple maintenance than to drive your car into the ground until all you’re left with is a useless heap of rust and bolts. When it comes to website copy, the saying should be: “If it ain’t broke, that’s great, but still update it regularly so that it doesn’t diminish over time.” It’s less catchy but more accurate. Signs It’s Time for a Website Copy Refresh Sometimes, you’ll notice signs that your website copy is due for an update. Higher bounce rates could indicate that visitors aren’t finding what they’re looking for, and low conversion rates may also point to ineffective or irrelevant messaging. A decreasing click-through rate is a sign that your SEO strategy is not performing as it should, meaning that you’re due for a copy refresh (and likely an updated keyword strategy for good measure). Psst—The Brand Brew ® can help you with both of those points, with our copywriting  service and our SEO keyword strategy ! Inaccurate content is a glaring indication that your copy needs revamping, so be on the lookout for old product descriptions, outdated details, incorrect contact information, or broken links . And let’s not forget branding! If your brand messaging is outdated and your website copy no longer reflects your brand voice or values , a refresh can help restore alignment and make your site resonate with your target audience.  Other times, however, these signs will be nearly imperceptible.  In an ideal world, you update your website copy before  any of these symptoms start to show—this requires you to be either very in-tune with the intricate goings-on of your brand and audience, or it requires you to simply integrate regular copy reviews into your schedule so you can catch these problems before they become problems in the first place. Benefits of Updating Your Website Copy 1. SEO Saviour As we well know, search engines favour fresh, high-quality content  that aligns with current search trends. Old copy often lacks this alignment, which can harm visibility in search results.  Updating your content with current SEO practices and keywords  keeps your website competitive and discoverable, so you can funnel more traffic to your website than ever before.  2. Ultimate User Experience Few things can make potential buyers click the back button quicker than clunky, stale copy. Outdated information or irrelevant language can frustrate visitors, leading to higher bounce rates and lower engagement. A copy refresh not only makes content more engaging but also demonstrates to visitors that your brand is active and attentive to their needs. 3. Boosted Brand Alignment Your brand’s goals, values, and audience  can evolve over time, and your website copy should reflect these changes.  Regular website copy updates align your website’s messaging with your most accurate brand , helping to build trust and authenticity. 4. Conquer Your Competition One thing is for sure— your competitors  aren’t waiting around twiddling their thumbs. Regularly updated website copy is an excellent way to differentiate you from your competitors. It signals that your brand is active and invested in providing value, keeping you top-of-mind with potential clients. Website Copy Update Best Practices We’ve covered the “what” and the “why”—now, let’s focus on the “how”! Get Ready with a Review Remember, this is a copy update. There’s no need to start entirely from scratch! Begin by taking a look at your current website copy, considering where it hits the mark and where it falls flat. Assess your website’s performance  and take stock of both your successes and your areas for improvement, so you can keep these elements in mind when you make your changes. The goal is to address the areas of your website copy that need to be revitalized, not to mess with the elements that are already a smashing success. On to Optimization SEO is an ever-evolving organism , and it ought to be a focal point in your website copy update. Incorporating relevant keywords is essential, but readability and user intent should be equally prioritized. The goal is to use your copy to speak to interested buyers and search engines alike —it can be a bit of a tightrope walk, but it’s not out of reach! Time to Test! Once you’ve made changes to your copy, be sure to test how those changes impact metrics like bounce rate, time on site, and conversions.  In fact, regular check-ins on these metrics are exactly how you can keep your finger on the website copy pulse and recognize what’s working, what isn’t , and when it’s time for another refresh. Let The Brand Brew ® Fill Your Copy Cup Don’t wait for your website to lose its tread and make a weird, mysterious clanking sound (metaphorically, of course)—stay ahead with a website copy update, long before you start to lose speed. The Brand Brew ®’s Website Design  solution includes benefit-led copywriting and insightful SEO keyword reporting, and that’s really only the tip of the iceberg. Book a call  with us today to get started giving your website the polish and shine it deserves. We can almost smell that fresh new car scent!

Attracting customers to your business isn’t so different from courting a romantic partner. “Marketing is asking someone on a date. Branding is the reason they say yes.” — Ren Jones An endearing smile or a thoughtful opening line might get your foot in the door, leading to a first date – that's marketing. You've caught their attention, and they’re interested in learning more. It’s your personality – your humour, charisma, and values – that forms the bond. Nobody ties the knot based on a smile alone, after all. Marketing is the same – it's your brand strategy that allows you to form meaningful connections with your audience and develop a lasting relationship rather than allowing that brief spark to fizzle out after a fleeting encounter. Brand strategy is often misunderstood. In fact, we’ve published a blog specifically dedicated to dispelling those common branding myths . The truth is that brand strategy, marketing, and sales are all intertwined, and it takes all three working together to have your audience falling head-over-heels. Brand Strategy and the Sales Funnel The sales funnel represents the journey potential customers take to make a purchase. In each stage of the process, brand strategy is your secret to success. Stage 1: Awareness Before they can buy from you, they must know you exist. Simple, right? Establishing your brand in a recognizable, consistent manner is essential. While branding is much more than just visuals , those aesthetic choices are still crucial in catching the eye of potential buyers and making a lasting impression. For example, colour improves brand recognition by up to 80% . Strategically implementing colour and a thoughtful logo design can make all the difference in impacting your target audience and propelling your brand awareness.  And it’s not just about catching their attention once – it's about becoming recognizable and putting your best foot forward each and every time. Research shows that 71% of consumers are more likely to make a purchase from a name they recognize . Stage 2: Interest If the awareness stage is your first interaction with a potential sweetheart, the next section of the sales funnel can be represented by the “talking stage” in today’s dating culture. During this stage, you test each other’s interests, getting to know one another on the surface. Maybe you’ll scroll through their social media profiles and ask around for opinions amongst your friends. Consumers exhibit the same courting behaviour with the brands they are interested in, and as a brand, this is where you can begin to show your personality and develop credibility in the eyes of the buyer. Making a positive impression and gaining that interest is all about your brand storytelling, values, and trustworthiness. 64% of consumers cite shared values as the driving force behind their brand relationships , so authenticity and transparency are essential (check out our deep dive into the 4Vs of branding  if you haven’t already). Plus, you can build trust with your buyers through on-brand content, community involvement, and positive customer testimonials. Stage 3: Desire After interest comes desire. In dating, this desire generally begins once you move past the “what’s your favourite colour” stage and start really tapping into your emotions. With brand strategy and sales, it’s the same! Emotional connection is a very powerful tool for the success of a business. Fostering this connection through methods like brand archetypes  and benefit-led copy  yields impressive sales results, with fully “emotionally connected” customers holding 52% more value to a business than customers who are just “highly satisfied,”   according to the Harvard Business Review. Stage 4: Action Finally, it’s time to act. In our dating analogy, this represents the moment when you and your new partner decide to seal the deal and start using the “boyfriend/girlfriend” terminology; you might even make it Facebook official (is that still a thing?). This is the point in the sales funnel where the customer commits to making a purchase. Once again, brand strategy plays an important role in this process. First, analyzing your target audience  and showcasing your shared priorities in your brand strategy allows you to successfully sell at a higher price point, resulting in more revenue for your business. For instance, 13% of customers report a willingness to pay between 31-50% more  for a brand’s products and services if they felt they were making a positive impact in the world. It goes even further. Branding, combined with a positive customer experience, results in customer loyalty and repeat business for years to come. Why settle for a one-off purchase when you can leverage brand strategy to earn recurring customers? A report by Edelman  shows that 67% of consumers agree with the statement, “A good reputation may get me to try a product, but unless I come to trust the company behind the product, I will soon stop buying it.” Strengthen Your Sales Funnel with Brand Strategy Brand strategy is the key to a successful customer relationship. It’s how you grab their attention, pique their interest, and ultimately form a meaningful relationship. By carefully curating your brand image, thoughtfully communicating your vision and values, and developing trust and credibility with your audience, you can strengthen your sales funnel from top to bottom. Are you ready to write a romance with your audience that would even put The Notebook  to shame? Think of The Brand Brew ® ’s Brand Development  as Cupid’s arrow. Book a call  today, and let us brew a brand that simplifies the sales process and contributes to your business’s financial growth.

Branding, brand strategy, brand design, logo design, identity design… the terms go on and on. The truth is the word “branding” is overused and often misunderstood. This can make it difficult for business owners to articulate what they actually need, so we’re here to dispel some myths, untangle definitions, and clarify the wonderful world of branding for you! What Is a Brand? A brand is far more than just how your business looks; it’s how your business is perceived. Everything your audience sees, hears, and feels is your brand. A brand itself is all-encompassing; it builds relationships, creates customer loyalty, and makes you stand out in the crowd. It's no surprise that the world-renowned marketing guru, Seth Godin, describes a brand as; "A (brand is a) set of expectations, memories, stories and relationships that, taken together, account for a consumer's decision to choose one service or product over another.” A brand is the entirety of the experience that people have with every touchpoint of your business, from your website and phone greeting to your social media presence. It’s how you position your business to the world. Simply put, your brand is your business’s personality! The main questions you want to ask yourself are: How do people feel when they interact with my business? What do people think about my business? What do people say about my business? Your brand sets the tone for the customer experience and directly influences the answers to all of those questions. If your brand isn’t consistent and cohesive across all platforms, it’s likely attracting the wrong customers (or no customers at all!). A brand helps you establish authority and a high-quality standard for your business. But how? Simple, your business doesn’t need a logo to launch; it needs a brand strategy. What Is a Brand Strategy? Brand strategy is a foundational plan that helps you reach your long-term business goals by focusing on the what, when, where, how, and to whom you communicate your brand message. It’s what enables you to attract your dream client while (or perhaps because ) you run your business in a way that reflects your values. Your brand strategy sets the tone for the experience your clients will have with your business. When your brand lacks strategy, it lacks clarity and substance. It will not resonate with anyone, let alone your dream client. Creating a brand strategy provides clarity around your mission, vision, audience, and personality. By determining who you are, what you do, and who you serve, you can create a brand that truly reflects your business and resonates with your target audience. With strategy, your brand is more than just a pretty (type)face. Have you ever found yourself struggling to explain what exactly your business does? Or walked away after a conversation with another business owner without a clue of what their business sells? These are prime examples of what happens when you lack a clear brand strategy. An effective strategy stems from evaluating the 4Vs of branding: values, vision, visuals and voice. Learn all about it in our blog here. When you work with The Brand Brew ® , the first step in our process is a Brand Clarity Session. A brand clarity session informs your brand strategy by answering key questions about your business before we even think about what shade of blue to use in your logo design: Why do you exist (i.e. what is your purpose)? What is your mission in business? What is your big-picture vision? What are your non-negotiable values? Who are your ideal clients (i.e. target audience ) ? Who are your buyer personas ? How would you describe them? Who are your competitors , and how do you find them ? What is your unique value proposition (i.e. what differentiates your business from competitors)? What is your brand’s personality ? How does your brand communicate (i.e. brand messaging, language, tone of voice)? Once we’ve done the heavy lifting and laid the groundwork, crafting your brand identity is a natural next step. What Is a Brand Identity? Brand identity is the face of your brand—the visual side. It is how all of the visual elements of your brand reflect and align with your brand strategy, values, and mission. “Design is the silent ambassador of your brand.” — Paul Rand A brand identity creatively aligns your brand strategy into visuals using: Logo variations Typography: choices and hierarchy Colour selection (informed by colour psychology) Imagery (i.e. photography) Illustrations (i.e. patterns, textures) Social and web signatures All of these visual elements are compiled together on your brand board , giving you a full picture of your brand identity for the very first time (yes, it’s as exciting as it sounds!). Bringing It All Together A brand is how people perceive and experience your business. A brand strategy is an actionable plan that gives structure to the brand design process, helping you reach the right audience and achieve those long-term business goals. It provides clarity around your brand mission, vision, audience, and personality. A brand identity is a compelling visual representation of your brand that draws from a strong strategy (i.e., not just a logo), reflecting your values and vision and resonating with your target audience. Branding is when you combine your brand strategy and brand identity, enabling you to market your business with clarity and consistency. Are you just starting out with a business that you want to bring to life? Do you already have a brand identity, but feel that it lacks strategy? Harness the power of both strategy and design with The Brand Brew ®’s Brand Development . You’ll be amazed by what you can achieve with cohesive, intentional branding working to elevate your winning business.

Deep down, every entrepreneur fears competition. Although it’s daunting, the reality is that every in-demand business is bound to have competition. Competition is healthy; it proves that we’re on the right track and keeps us sharp! Staying ahead of the competition is often one of the biggest motivators, pushing us to work smarter and faster. However, not all competition is equal. Direct, Indirect, and Replacement Competition Competitors can be separated into three main groupings: direct competitors, indirect competitors, and replacement competitors. These groups impact your business and your market differently, and understanding those nuances helps you make strategic decisions as a business owner. Direct competitors are businesses that offer the same product or service as you. They will typically attract the same target audience, too. Indirect competitors (aka secondary competitors) include businesses that help customers ultimately reach the same goal, but they’ll take a different approach to get there. Replacement competitors are one step further removed, providing a product or service that offers customers an alternative to what they’ll get with your business. You both solve the same pain points, but the means vary. Let’s look at an example. It’s Friday evening. You’re tired from a long week and your stomach grunts . You crave feel-good food, but the fridge is empty. ​You think about picking up a pizza. Now it’s time to decide: should you order from Pizza Pizza, or Domino’s? ​These are direct competitors – they offer the same product at a similar price point. A trip through the McDonald’s drive-thru sounds pretty good, too. You love a Big Mac, after all! This is an indirect competitor – although it’s not pizza, you’ll still get a quick, tasty meal on a budget. Although, maybe tonight’s the night you decide to give Hello Fresh a try. This is a replacement competitor – you don’t have to go grocery shopping or find a recipe, but it provides a different solution to your hunger. The Brand Brew ®’s Brand Development begins with a brand clarity session. During this session, we dig deep to uncover the various types of competition concerning your business. This helps us craft an effective brand, highlighting everything that makes you stand out! How to Identify Your Competition Here are five tips to help you identify the various competitors your business is up against. 1. Get on Google As with many things in life, start with a Google search! Put yourself in the shoes of a customer looking for the product or service you provide and search Google for the relevant keywords (for example, " [service] in [your city] "). Pay extra attention to the first page of results and those that appear directly above and below your own business – these are likely some of your most direct competitors. You can continue this process for various keywords related to your business. Don’t neglect to make note of the Google Ads results, too! Tip: Use Incognito Mode when conducting these searches so that Google doesn’t alter your results based on your previous searches. 2. Keep Up with Keywords Researching your keywords is a very effective approach to discovering your competition. Not sure what keywords are best for your business? The Brand Brew can help with our Keyword Strategy and Report . Keywords are especially helpful in finding your indirect competitors. Take our previous Friday Night example. If you were to search for “fast food near me,” the results might include Burger King, Freshii, and the local sandwich shop, all back-to-back. 3. Search Through Socials Social media is overflowing with opinions, which is great if you’re a business looking to hear what your customers have to say. Discover relevant social media conversations by searching for your business and browsing Reddit threads, Quora questions, and Twitter polls. Scouring through the other businesses mentioned will give you a solid list of your competitors as determined by your customer base! You might even understand why a customer would choose you over your competition or vice versa. 4. Monitor the Market Market research provides powerful insights into your c ompetition. Look for companies offering products or services similar to yours and note the businesses with closely competing offers. You can conduct market research in various ways, from Google searches to flipping through trade books. Consider consulting with your sales team to discuss which other businesses are commonly mentioned by prospective customers. 5. Consult Your Customers Researching businesses and weighing options is a key factor in the customer journey. So, who better to give you insights into your competition than your customers themselves? You can spark up a casual conversation at the end of a sale or ask directly via a follow-up email survey. Make note of your most mentioned competitors and what sets you apart in the eyes of your customers. Stay Ahead: How Competitor Analysis Strengthens Your Brand Strategy Understanding your competition is crucial to staying relevant in your industry. The landscape is ever-changing—with businesses morphing and shutting down and new businesses popping up—so it’s best to make a habit of checking up on your competition. The Brand Brew ®’s Brand Development helps you determine your direct, indirect, and replacement competitors and build a brand that sets you apart.

As with many things in life, what people see on the surface is usually just a fraction of what lies beneath. This sentiment is also true in branding. A Brand Is Just Like An Iceberg A towering iceberg is majestic and awe-inspiring. While impressive, the iceberg we see is only about 20% of its true size. The remaining 80% is submerged beneath the water and hidden from view, absorbing the cold and maintaining the iceberg’s structure. Brands are the same - they can be split into areas we can and can’t see. And just like an iceberg, the hidden portion does the bulk of the heavy lifting. A common downfall many business owners face is focusing only on the visuals - the visible tip of the (branding) iceberg. Focusing on just the tip by building only the "above-the-surface” elements is a misstep. While it’s true that logos carry a lot of weight for a brand and are seen as the “face” of the company, developing visual assets without any depth or meaning behind them leads to chaotic content and confused customers. The hidden portion of the iceberg gives it its strength and allows the visible portion to be SO striking. People Think A Brand Is Only What They See As a business owner, you must look beyond the surface and identify what your brand truly represents, its offering, purpose and personality. Remember that just because certain branding elements are invisible to consumers doesn’t mean they’re unimportant. In fact, just as a foundation is essential to a house's structural integrity, those invisible elements are crucial to your brand strategy and overall business success. The “Visible” elements of the Brand Identity : Logo Name Colour Palette Typography Website Social Media Print Design Marketing The “Invisible” elements of a Brand Strategy : Offering/Purpose Values Vision Target Audience Competition Voice Personality Unique Selling Proposition (USP) When we explored the definition of a brand vs. brand strategy , we suggested that you ask yourself three big questions: How do people feel when interacting with my business? What do people think about my business? What do people say about my business? The answers to these questions help you to build the base of your branding (iceberg), the mass beneath the water line. And just like you wouldn’t begin building a house with a roof, establishing a solid brand strategy is an essential first step before creating a brand identity. The strategy informs the identity; therefore, the strategy must come first. Build A Monumental Branding Iceberg To WOW Your Customers The strength and cohesiveness of a brand strategy and identity doesn’t go unnoticed. Your audience may not have the words to describe it, but they know when they see or feel it. By defining the invisible elements of your branding iceberg, you create a mental shortcut for your customers between what they’re looking for and the right choice to satisfy that need (that’s you). We want your customers to take one look at your business and be utterly convinced that you are the only industry expert they need to hire. The most influential brands combine all these elements to form a strong bond with their audience. Without it, your brand (iceberg) will likely melt away in the hot marketplace. Here at The Brand Brew ®, we’re your experts in brand identity and brand strategy in Waterdown, ON. We build brands from the bottom up. We ensure that you are armed with all the fundamental invisible elements before we build anything visible. Our Brand Development reveals the hidden depths of your business so you are crystal-clear on what you offer and how to stand out best. If you need help bringing those hidden elements to the surface, book a discovery call today to learn how to build a better-brewed brand.