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[Brand Reveal] Celebrating You with a New Look

Inspired by extraordinary marketers like you, we’re revealing a new brand identity and message. We want to empower you to do your absolute best work. To go above and beyond. To strap a rocket on your marketing then climb on as you light the fuse. We’re not about hum-drum campaigns, and neither are you.

Ultimately, we want to help you make extra your new normal. Extra campaigns, extra leads, extra sales.

But we needed a visual identity that reflected this message—one that really captured what we stand for as a company. And so, after almost a decade, Unbounce has a new look. Today (for those of you who are especially curious), we’re sharing the specifics. Read on to learn what we’ve changed and why.

Why Now?

We know this isn’t the first rebrand you’ve seen this year, and it’s probably not going to be the last. Software brands are all about makeovers these days. But as we approached Unbounce’s 10-year anniversary, it became important for us to refine and unify our brand as we gear up for what’s ahead.

For one, we knew our look and feel wasn’t totally aligned with our brand promise. Unbounce has always been about giving you the tools and support you need to execute amazing marketing. We wanted a visual identity that celebrated the incredible people who use our platform to do extraordinary things every day.

We also recognized that elements of our brand weren’t always consistent. For example: We publish a ton of educational content, but our safe design and copy choices sometimes led people to view us as overly scientific. (Don’t get us wrong, we <3 data, but we’re good without the lab coat, thanks.) We wanted to better embody the bold, witty, smart, helpful, unexpected character of the people who work here.

So, we got to work. Beginning as far back as January 2018, our internal team collaborated to ensure the Unbounce brand expresses who we are.

What’s Changed?

When we kicked off this project, we saw loads of other tech companies moving in a particular direction. They chose illustrative styles focusing more on product (or abstract, geometric shapes) than people. There was a trend in color, too—lots of blues and purples meant to evoke a sense of safety and reliability.

And, hey, product illustrations are great. Safety and reliability are some of our favorite nouns. But we had to go in a different direction.

Colors

Let’s start with color. Unbounce’s evolved palette introduces a vibrancy that captures some of that brand personality we’re talking about. (Fun fact: it also meets the standards for contrast accessibility.)

Now, we know we mentioned that there are color trends in SaaS, but blue has always been integral to Unbounce’s identity (and we intentionally kept that element of brand recognition). That said, there was an opportunity to make it more distinct.

Unbounce Brand - Color Palette

We tweaked the tone a little to make the color more vivid, more pronounced. This new, vibrant Unbounce blue made people in our test groups feel something that the old, muted blue just didn’t. That’s when we knew we got this part right.

We’ve also adopted pink as a primary color, which we feel embodies the boldness we’re aiming for. Along with new green and yellow accents, these colors help us stand out and give us lots of options.

Unbounce Brand - Color Hierarchy

Photography

We want to bring marketers to the forefront of the Unbounce brand, and we feel the most authentic way to do this is through photography. Our designers were inspired by sports photography that put athletes in power poses. We want to convey marketing performance in the same way.

Unbounce Brand - Marketer Portraits

These portraits are all about expressing the feeling you get when you create unbelievable marketing—when you obliterate your conversion targets or build landing pages that make your CMO drool. Our models are strong, confident, remarkable. They’re in control, and their results speak for themselves. (Oh—they’re a lot like our customers.)

We decided our photography should be characterized by negative space and added depth, giving lots of breathing room and keeping the focus on our subject—you. Layered compositions let us convey more information through shapes and patterns.

Unbounce Brand - Marketer Layered

In that vein, we’re also using a lot of photography that features people in motion, moving from one space to another. This represents marketers choosing extra—extra leads, extra sales—and leaving average, not-going-in-the-portfolio marketing behind.

Unbounce Brand - Marketer Moving

Typography

Typography evokes a feeling. To quote our own Denis Suhopoljac: “When you see Comic Sans, you know what kind of feeling you get.” It fondly reminds us of getting chain emails from Grandma. Checkmate, Denis.

Our new headline typeface is Barlow Semi Condensed, which aligns with Unbounce’s brand in its strength and simplicity. We’re also using Source Sans Pro as a complementary typeface. Both of these fonts are super flexible and wicked legible. (Look—you’re reading them right now!) They’ll also scale with us as we grow.

Unbounce Brand - Typography

Logo

Admittedly, our wordmark is something that was tricky for us. We’ve tweaked the Unbounce logo a couple of times since the original—just made it cleaner, simpler over the years.

Still, something wasn’t quite working—and this time around, we had to keep iterating. We recognized the contrast, balance, and kerning weren’t behaving the way we’d hoped. The logo couldn’t be centered properly on marketing materials and was tough to replicate. We decided to redraw the wordmark completely and give it a more harmonious feel.

Unbounce Brand - New Logo

The new Unbounce logo is smoother, more defined, and—even when viewed at the same sizing as the old one—it comes across bolder. It also works more effectively across different applications and formats.

Unbounce Brand - Logo Comparison

Same (New) Unbounce

These changes are already in play on the Unbounce website, which was due for a makeover.

Unbounce Brand - Website Comparison

Be sure to check out our new homepage and tour around. You’ll also see how we’re using our refreshed brand plenty over the coming months (*cough* CTAConf *cough*), so be sure to keep an eye on the blog and social.

Overall, this update isn’t about changing who we are. It’s about becoming more who we are and better reflecting you. If you’ve been with us from the start, we hope you find this fresh coat of paint embodies the Unbounce you’ve come to know this past decade. And—if you’ll let us—we’d love to keep growing with you.

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Check Also

10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.

via GIPHY

#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog - TopRank®.

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