When looking for that signature font combination that will distinguish your brand from the crowd, it’s important to maintain a connection with your brand while catering for the distinct requirements of different channels and messaging.Read more
Why you don't need another social media channel
Kate Elizabeth — 19th February 2019
Social media has become ubiquitous with communications and marketing, and the new and the shiny.
Indeed, in recent years some of the gloss has come off the major platforms as concerns about privacy continue to mount.
This isn't a PSA about privacy, but it is about smart marketing strategy. It's also a simple message.
Be where your customers are.
If your customers use a particular channel, be there in a way that is relevant to them.
Understand why they use that channel, what they want of brands in that channel (do they even want anything of your type of brand in that channel?) and how you will resource the content and customer service for that channel.
If you have no customers there, you don't need another social media channel.
If your customers are there but don't engage with your type of brand there, you don't need another social media channel.
If you can't resource content and customer service, you don't need another social media channel.
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Aesthetics, brand attributes and on-device distribution are often the key considerations when designers and marketers come to select the fonts and typefaces they want to use in their marketing communications, but another important factor that shouldn’t be overlooked is accessibility: can the chosen fonts easily be read, and therefore understood, by people of all abilities?Read more