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When Dr. Frankenstein sets out to create a monster, he never imagines it will go rogue. Unfortunately, many businesses in the real world feel the same way about their branding. In this context, The Frankenstein Effect refers to a branding experience that is pieced together from a range of sources. This results in redundant and fragile messaging that often creates more problems than it solves. Solutions that were implemented with the best of intentions ultimately become nothing more than patchwork band-aid solutions. They act as short-term fixes to long-term problems. Without a solid and cohesive plan, this approach to branding runs the risk of wasting both time and money on marketing and advertising efforts that will never truly reach your target demographic or make the impact you want your business to have. Avoiding the Frankenstein Effect: Building a Cohesive Brand Strategy The good news is that you can take steps to counteract the Frankenstein Effect and get your branding back on track. So, how exactly do you beat the beast? 1. Take a Step Back and Plan Part of the reason your brand is in this state is due to a lack of long-term strategic planning. So, before you implement any more attempts to turn things around, take a step back and define a consistent, strategic plan. Consider your goals and keep those at the forefront of your decision-making. You want to ensure that your brand is clear, vibrant, and consistent every step of the way and across all aspects of your marketing landscape. Once you determine the higher-level aspects of what you need to do, you can develop a more detailed plan that focuses on how you’ll get there. Prioritize the steps you’ll take and ensure that each choice works toward the goals of your business and is in line with where you want to be in the long term. 2. Turn to an Expert Although it may seem doable on the surface, the truth is that strategic branding and all that comes with it is intricate and complex. If you’ve found yourself in a Frankenstein situation, you’ve likely discovered this the hard way. Keep all of your social media, content strategy, website design and development, and graphic design needs in the hands of a professional. These are long-lasting elements of your business that directly influence your image and credibility with your audience, and they shouldn’t be handled lightly. It’s highly recommended to outsource these aspects to one single highly experienced, fully inclusive branding studio. Why? With one firm, your brand messaging and collateral remain consistent, which allows you to grow and reach new customers. Inconsistency and disconnect in your brand are big contributors to The Frankenstein Effect, and by outsourcing to a range of different professionals, you run the risk of falling into the same scary situation all over again. 3. Check in Regularly Once you’ve revamped your branding and gotten things back on track, be sure to continually implement alignment checks to ensure that things are running smoothly. These audits act to ensure that your ideas and efforts are supporting your goals rather than detracting from them. Reversing the Frankenstein Effect with Strategic Branding Solutions Strategic planning, intentional outsourcing, and continual reviewing will go a long way when it comes to reversing The Frankenstein Effect and preventing it from ever rearing its ugly head again. Don’t waste your time herding various marketers, branding consultants, web developers, and SEO experts: The Brand Brew ® is your one-stop solution for brand marketing in Waterdown, ON, that will help you avoid creating Frankenstein’s Marketing Monster in the first place.

It goes by many names: the Map Pack, the 3-Pack, the Snack Pack, the Local Pack... but what are we talking about exactly? Part 1: What is the Google Map Pack? All of these terms are used to refer to the top three search results that show up when you conduct a local search for businesses on Google. They’re the results that appear beside the map (or just below it on mobile devices) before the organic search results. As the map implies, these results have a geographic component to them, and the practice of optimizing your website to appear in the map pack is referred to as local SEO. Why Bother with Local SEO? If you’re unsure why to bother with SEO in general, it’s best, to begin with, our previous post for a broad understanding. All caught up? Fantastic! So, why local SEO? It’s used to optimize a website to increase its visibility in local search results, and it’s especially important for smaller businesses looking to do business with customers in specific geographic locations. If you think about it, you likely rely heavily on local results as a consumer yourself. Have you ever been out on a brisk day and in desperate need of a nice warm mug? You probably pulled out your phone and searched for “cafés near me.” Or maybe your faucet sprang a leak, prompting you to frantically search for “plumbers in [city].” And you’re not the only one. As of 2020, searches for “local” + “business” have increased by over 80% year-over-year . Results displayed in the Map Pack are visually differentiated from the remainder of the search results and include more information: the business's location, reviews and ratings, hours of operation, and address. These results are accompanied by three buttons allowing users to go directly to the business’s website, find directions through Google Maps or call your business. How Do Local SEO Rankings Work? Data shows that businesses who rank in the local pack receive 5x the views and 2x the actions as businesses in the organic results. This means that local SEO presents a gigantic opportunity for businesses looking to connect with consumers in their locale. However, it’s not without stiff competition. Since Google prioritizes the Map Pack results above traditional organic search results, those top three positions are highly coveted and, therefore, highly competitive. In other words, the Map Pack is the cool kids’ table, and you’re just dying to get a seat (and for good reason!). Your position on the search engine results page (SERP) is crucial to the success of your website and your business as a whole. Did you know that more than 50% of all clicks happen above the fold? Note: “Above the fold” refers to the content on the upper half of a web page that’s visible without having to scroll. It comes from the days of broadsheet newspapers, referencing the coveted top half of the front page that’s visible while the paper is folded! Since the Map Pack is such a powerful position to occupy, Google sifts through businesses and applies rankings to display only the highest quality options in the Map Pack. That’s where local SEO comes into play. It’s important to understand that there’s no one-size-fits-all solution to cracking the local SEO code. Google’s local search algorithm undergoes frequent changes, and it’s not entirely transparent. Unless you’ve got a mole inside the Google headquarters, you’ll likely have to rely on expert research, observed trends, and good old-fashioned trial and error to truly master the Map Pack. However, that doesn’t mean that you’re completely in the dark when it comes to local SEO. Now that we’ve got a solid understanding of local SEO and why it deserves the time of day, we’ll explore exactly how you can optimize your website to land one of those coveted Map Pack spots. Join us as we dive deep into Part 2 of Local SEO: 7 Strategies to Conquer the Map Pack!

Just like devising the perfect brew, understanding your brand's archetype  is essential for developing a flavour that resonates with your audience. By tapping into recognizable characteristics, you can create a brew that speaks to your customers on a deeper level, just like storytelling has been doing for centuries in movies, books, and for brands. 1. Sip on Audience Insights: Start by getting to know your audience  inside and out. Understanding their tastes, preferences, and challenges will guide you in uncovering which brand archetypes will capture their hearts. Think of it as pairing the right hops with your brew to create the perfect flavour profile. For example, your customer might be the Everyman, but their biggest desire is to create something new, so you will appeal to their Creator archetype. 2. Align Your Brand's Vision and Values: Once you've pinpointed your audience, it's time to check if your chosen archetype aligns with your brand's vision and values . If, for example, you’re torn between the Hero and the Outlaw, but one of them fits better with your brand's vision, then you have your answer. Always ensure everything in your brand aligns with the 4Vs of brand strategy : vision, values, visuals and voice. 3. Design a Deeper Visual Identity: From logo to labels, ensure your archetype is reflected in your brand’s identity . Like a distinctive bottle on the bar, make sure your branding is top shelf! 4. Find Your Voice: Every brew has its own unique flavour profile, and your brand's archetype shapes its voice. Define your brand's voice  and tone to ensure it aligns seamlessly with your chosen archetype, just like finding the perfect balance of ingredients. Brewing Brand Archetypes into Your Marketing Mix: Now that you've uncorked your brand's archetype, it's time to infuse it into every aspect of your marketing: Craft Bold Ad Campaigns  that resonate with your audience's aspirations, just like pairing the right hops with your brew to create a memorable flavour. Brew Engaging Social Media Content  that speaks directly to your audience's desires, like stirring up a conversation over a pint. Curate Captivating Copy  that captures the essence of your brand's personality, speaking directly to your customers and leaving a lasting impression like a well-crafted brew. Brand Poignant Products  with flair and creativity, reflecting the spirit of your archetype, just like naming a signature brew that leaves a distinct impression. Craft your brand's success with The Brand Brew ® , branding specialists in Waterdown, ON. Embrace your brand's archetype and infuse it into every aspect of your branding with Brand Development . Let's create clarity and brew a brand that delights your audience and leaves a profound mark in the marketplace. Raise your glass to curating a brand as bold and savoury as your favourite brew. Contact us today for a brewed success!

Wireframes, mockups, and prototypes...oh my! No need to worry because this isn't Oz, and there's no wizardry going on here. Just some good ol' fashioned high-quality website design! Each stage—wireframing, mockup creation, and prototyping—plays a critical role in the strategic process. By understanding when and how to use these tools, we can save time, reduce costs, and ultimately create more effective and engaging websites. What is a Wireframe? A wireframe is a low-fidelity sketch that serves as the blueprint for a digital product's structure. It emphasizes the layout and organization of content without delving into specific details like colour schemes, fonts, or graphics.  A wireframe's primary focus is usability and the overall hierarchy of elements, making it an essential tool during the initial stages. It is a relatively quick process that outlines the strategic placement of website components to map out the user's experience. Imagine for a moment that you're Dr. Frankenstein, working away in your laboratory. In your creation, the wireframe acts as the skeleton – it provides the necessary framework upon which the final product will be built, allowing for easy adjustments when needed. What is a Mockup? A mockup is a high-fidelity, detailed representation of a digital product that showcases what the final version will look like to the end user. Unlike wireframes, mockups include specific visual elements such as colours, typography, and graphics, giving you a realistic preview of the website's appearance.  This stage comes after wireframing; once there is confidence in the underlying structure and hierarchy. While creating mockups is more time-consuming than wireframing, they are invaluable for fine-tuning the visual aspects of the project. Think of a mockup as the skin and flesh on Dr. Frankenstein's skeleton: it transforms the bare bones into a visually cohesive and appealing design (a bit gross, but you get the idea). Your website's success is dependent, above all, upon users clicking through to it. If no one visits your website, the rest doesn't really matter, does it? What is a Prototype? A prototype is an interactive, functional representation of a website developed to simulate the user experience and test the website's usability. It combines multiple mockups and integrates clickable elements, allowing users to navigate through the interface as they would in the final product.  Prototypes are crucial for evaluating interactions and workflows, answering questions like, "What happens if I click this button?" or "How does a user accomplish a specific task?" Although developing prototypes requires more time and resources than wireframing or mockups, they provide essential insights into the site's performance and user experience. In the Dr. Frankenstein analogy, the prototype is where the creation comes to life, enabling hands-on exploration of its functionality. In other words... it's alive! Choosing the Right Tool While all three tools have value, you don't need each to create an outstanding website. We do, however, encourage you to have at least one. When you approach website development without any defined preparation, you'll find yourself relating to Dr. Frankenstein like never before – trying to rein in a monster who has gone rogue . So , which one should you go for? 1. Time and Cost Considerations When it comes to balancing time and cost, wireframes, mockups, and prototypes have their own sweet spots.  Wireframes are the brass-tacks option, perfect for the early stages when you need to brainstorm and iterate rapidly. They are inexpensive and can be sketched on a whiteboard in a matter of minutes, making them a favourite for initial brainstorming sessions.  While still relatively swift to produce, mockups require more attention to detail and, thus, more time and resources. They're your go-to when you need to convey your website's visual identity.  Prototypes, the most labour-intensive of the trio, involve piecing together interactive elements. Although they take longer to develop, they save money in the long run by identifying usability issues before full-scale development. 2. Project Stage Selecting the right tool depends largely on where you are in the project timeline.  Wireframing is your best friend at the initial design stage. It allows you to focus on structure and layout without getting bogged down by visual details.  As you progress to the visual presentation phase, mockups take center stage, providing your website or product with a polished, near-final look.  Finally, when you're ready to test interactions and user flows, prototypes are indispensable. They offer a clickable, interactive experience that mimics the final product. 3. Budget and Resources Every project operates within the constraints of time and budget. Wireframes are a budget-friendly option, allowing you to iterate and refine without incurring significant costs.  Mockups require more resources, both in terms of design effort and time, but they are essential for forming a visually accurate representation.  Though resource-intensive, prototypes are a wise investment for complex projects where understanding and testing user interactions is critical.   4. Project Goals Aligning the choice of tool with your project goals ensures you're making the most of your design process.  If usability testing is your primary goal, wireframes allow you to focus on user flow and interaction without the distraction of detailed visuals.  Mockups are your best bet for visual feedback and branding purposes, offering a detailed aesthetic preview that can be fine-tuned based on feedback.  When interactive testing is paramount, prototypes are the ideal choice, enabling you to simulate the user experience and make necessary adjustments before the final build. Bring Your Website to Life Mastering the art of wireframing can transform your website design process from chaotic creation to a well-oiled machine.  Step into the lab with The Brand Brew ®'s Website Design , and let's electrify your digital presence with a strategic foundation that effortlessly turns browsers into buyers. Book a call  with us to get started!

Imagine you're strolling down a busy street.  As you absorb the sights and sounds of the city, you're sure to glance at a shop sign here and there. But it's the window displays that really draw your eye and make you want to step through the door. Rich results are the digital equivalent of an attention-grabbing shop window.  The search engine results page (SERP) showcases a web page's most attractive and relevant aspects. These aspects demand attention and encourage users to click through to the website—or "walk through the door," so to speak. What are Rich Results Exactly? The standard search result is a blue hyperlink showing the name of a web page accompanied by a brief description of its contents, also known as metadata . Rich results—aka rich snippets—are essentially any results that have some extra pizzazz.  They're enhanced search results incorporating additional visual or interactive features compared to regular text-only results. This includes things like FAQs, star ratings, reviews, sitelinks , and product details. Google's primary goal is always to provide users with high-quality, relevant information as quickly and accurately as possible. Rich results are designed to do that—to pull out and highlight valuable information from a high-quality search result for a particular query. Take this example  from The Brand Brew ® blog. Rather than simply showing the blog title and meta description , Google has included an excerpt from the blog content itself.  Cool, right? Why Should You Care About Rich Results? Nothing feels quite like landing the top spot on Google's SERP. But aside from bragging rights, what are the tangible benefits of earning rich results? Improved Visibility Rich results make your content more noticeable in SERPs by adding visual elements like images, ratings, and snippets. This increased visibility helps your site stand out among plain text listings, making it more likely to catch users' attention. This is the contrast between a normal– blah –shop sign and an alluring– wow –window display. Enhanced Click-Through-Rate (CTR) Ranking high in search results is excellent, but it's really only the first step. Enticing users to actually click  is essential in increasing website traffic and, ultimately, buyers. Rich results earn a CTR of 58%, compared to 41% for non-rich results . That speaks for itself, really. Rich results get traffic. Traffic brings buyers (at least, it does when you have strong copy ). In summary, rich results make you richer! Boost Brand Credibility Rich results are sort of like attaching a neon sign to your site that says, "Hey, these guys know what they're talking about!" Remember, Google only rewards rich results to quality sites with valuable information. Earning rich results reflects very well on your brand, signalling to users that you're trustworthy and authoritative in your niche. How to Get Rich Results with SEO Surprise, surprise, it all comes back to search engine optimization  (SEO). SEO never stops , after all! Don't Sleep on Structured Data Schema markup is a type of structured data  that helps search engines understand the content and structure of your web page. Structured data is an essential aspect of technical SEO .  Rich results are very difficult to achieve without structured data .  Start by identifying the content you want to mark up, such as articles, products, or FAQs. You can use tools like Google's Structured Data Markup Helper  to help you create schema markup for your desired content, which you can then insert into your website through HTML or plugins. For instance, you might use the schema type "Article" for blog posts , "FAQ" for question-and-answer sections, and "Product" for e-commerce pages. To test whether or not your page supports rich results, take advantage of Google's Rich Results Test .  You can also rely on The Brand Brew ®'s SEO Website Audit to scour your site for SEO essentials and help you position your website for SEO success. Consider Content There are two main aspects to consider when optimizing content for rich results: structure and information. Structure-wise, you want to use clear and concise answers. Consider bullet points, numbered lists, and tables, but only if they suit the web page. You don't want to sacrifice readability and quality for your human audience in your quest for rich results. In terms of information, it all comes back to providing value. Google needs to think that your content will succinctly answer a user's query to feature it in a rich result, so make sure your web page content is top-notch. Benefit from Best Practices SEO is an ecosystem, with each aspect working together to strengthen the website as a whole. So, to leverage SEO for rich results, lean on your SEO best practices. Optimize your website for mobile users, pay attention to site loading speed, and build your internal linking  strategy.  Remember to turn to Google Search Console  for a deeper look into your website's performance so you can pinpoint exactly which elements of your SEO ecosystem need attention. Get Ready to Count Your Riches Surely, we can all agree it's good to be rich. SERP results are no different! The Brand Brew ®'s Website Design  completely transforms your website—or builds it from scratch—to give your business the fully optimized online presence it deserves and boost your chances of achieving rich results. Book a call  to take the first step toward earning rich results that will have more buyers flowing in than the most magnificent window display in town. You'll put even the Macy's holiday windows to shame!

Google Business Profile (GBP) offers numerous features that can give you a competitive edge, but they are only effective if you use them! A strong SEO strategy can significantly enhance your brand's performance in search engine results pages (SERPs). GBP is the top-rated local SEO factor, accounting for 32% of the improvement in online visibility for small businesses. Hence, cultivating an accurate and comprehensive profile is the first step to a successful local SEO strategy. If you haven’t established a Google Business Profile by now, it’s high time you take action! Want to catch up on our Local SEO series? In Part 1 , learn the power of the Map Pack, and in Part 2 , explore the 7 strategies to conquer it. Part 3: Local SEO: How to Get Your Google Business Profile (GBP) to Stand Out 1. Add & Manage Your Social Media Links to Build Credible Citations Google Business Profile (GBP) owners and administrators can now incorporate their social media links into their profiles (instead of waiting around for Google to display them). The new feature allows you to define the official accounts associated with your business. Integrating your social media links into your GBP allows you to link almost any social media account you use to build credible citations, including Instagram, Facebook, LinkedIn, Pinterest, TikTok, Twitter (X) and YouTube. Here’s How: 1. Click Edit Profile Sign in to the Google account associated with the Google Business Profile you want to update. Click the Edit Profile icon. 2. Scroll Down to the Social Profiles Section Scroll down to your business’ contact information section until you reach the Social profiles section, right below the website field. 3. Click the Add Social Profile button Add new social profiles by clicking the + Add social profile link. 4. Choose the Social Platform and Add Your Link Use the dropdown menu to select a social platform you would like to add to your Google Business Profile. Paste or type in the full URL of the social account you want to add to the profile. Tip Time: It’s important to add the correct URL of the profile including https:// and without any additional redirects. The Google Business Profile (GBP) currently supports the following social media accounts: Instagram Facebook LinkedIn Pinterest TikTok Twitter (X) YouTube 2. Add Attributes to Gain a Competitive Edge Google has newly introduced the option to showcase identity-based attributes for “disabled-owned" and "indigenous-owned" businesses. These distinctions can appear in Search, Maps, and other Google services, offering valuable insights and significantly enhancing visibility and engagement with your business. For example, let's say your business sells loose-leaf teas on The Six Nations of the Grand River. While other tea companies in Southwestern Ontario might offer similar blends, your key differentiator may be that your business is Indigenous-owned . By utilizing this attribute in your GBP, you can set yourself apart from the competition, and customers may use this attribute to decide where to purchase their next brew. Building a sense of belonging by leveraging additional attributes can give you a competitive edge in your local SEO strategy . Use a broader suite of self-identified attributes to strengthen your GBP. The complete list includes the following: Asian-owned Black-owned Disabled-owned Indigenous-owned Latino-owned LGBTQ+-owned Veteran-owned Women-owned If you identify with any or a combination of these attributes, be sure to add them to your GBP. 3. Messaging on Desktop to Elevate the Customer Experience Your Google Business Profile (GBP) now has a better messaging function (available on any device or right from your desktop)! that can enhance the customer experience and provide your business with an efficient communication channel. There are 5 key benefits to setting up the new chat function: Activate or deactivate the chat anytime, depending on your availability and preferences. Enable read receipts to track viewed messages. Create a custom welcome message that greets your customers when they initiate a chat with your business, making a good first impression and building rapport. Add SMS alerts on your phone so you never miss a message, even when you are away from the computer. Google also provides chat guidelines to help you deliver exceptional customer service. BONUS: Add Frequently Asked Questions to Increase Value Log in to your Google Business Profile account. Click on "Messages." Under the three-dot menu, go to "Chat Settings" and then "Add FAQs.” Select "Custom FAQs" Click "Add A Question" Add your question and enter the automated response in the below text box. Repeat the process to add more FAQs as needed. The streamlined messaging function makes it easier than ever to stay connected. Achieve real results by continually updating your Google Business Profile to stay attuned to Google's local SEO strategies . Don’t forget that The Brand Brew ® is here to help. Not only are we your go-to source for expert insights into Google’s local ranking factors, but our top-notch Website Design solution can help revitalize your online presence while propelling you higher in search.