Why Brand Consistency and Colors Matter

Without brand consistency, even the best business can get swallowed up in the ever-evolving marketing landscape. There’s a reason why Apple only uses a few colors, and you’ll never see McDonald’s golden arches turn green.

Branding matters

Once you have a solid product or service in place, the next step is creating a recognizable “look” that consumers can easily associate with your brand.

Brand consistency involves more than just picking a logo and a few colors, though. Your brand’s logo and colors should match your service. Each should strengthen each other, working in tandem to communicate one cohesive message.

One brand that has completely owned the idea of picking a color and making it their’s is Tiffany & Co. Their branding is so successful that they’ve coined “Tiffany blue,” the colloquial name for the light medium robin egg blue color associated with their jewelry’s branding, as their own. We’re not sure you can get more brand consistent than that.

Before you choose your colors, however, it’s important to do some background research. Crazy enough, colors and shapes can communicate subliminal messages. Here are just a a few interesting color associations:


This color is often said to communicate feelings of trust, responsibility and security. Big brands that use blue in their branding are Walmart and Facebook.


Often referred to as the friendly color, orange is used by many brands to promote fun and affordability. Notable companies who use this color are Home Depot and Nickelodean.


Red can be tricky. Frequently used for sales, red connotes passion and excitement. Coco-Cola is one of the biggest brands that uses this color, but they usually complement it with white.


This is the easiest color for the mind to process and is usually associated with health, freshness and serenity. This explains why Whole Foods and Starbucks use this color.

Whatever logo and colors you decide to use for your brand, the most important thing to do is stick with it. Consistency is often associated with steadiness and trustworthiness, which we all know can translate into more sales.


One marketing secret all brands leverage

Empathy is perhaps the most sought after trait in quality digital marketing. Why? Because it works every time — if done right. So, how does empathy present itself in the digital marketing context?

We see examples of it every day. Google Photos recently released a commercial that resonated with almost everyone who uses an iPhone.

This is a pretty simplistic approach. It appeals to something almost all of us have experienced at least once — running out of phone storage.

Empathetic marketing has a high appeal because it’s relatable marketing. It’s comparable to reaching out of the screen, patting someone on the back and saying “hey, I know how you feel.” This sense of closeness in effect creates a sense of trustworthiness. And, as we all know, trust is critical when it comes to purchasing habits. If your audience trusts you, they’re more likely to buy from you.

There are so many ways to go about conveying empathy in your marketing, but here are a few easy tips to get you started:

Get to know your target audience

If you’re not a part of your target audience, then getting to know who your target audience is will be critical to establishing a strong connection. An OK approach to getting to know your audience could be sending out a survey. A great approach to getting to know your audience is actually spending time with them. Get in their shoes and find out who they are.

Read what they read, watch what they watch

Explore the likes and dislikes of your target customer. This could involve reading magazines they frequently read, or watching TV programs they watch. Find out what they’re talking about and join in on the conversation through digital marketing.

Become their advocate

In all your digital marketing, you should strive to have an advocacy tone. After all, you’re trying to make your customers life a little better through your product — you’re trying to provide a solution for their problems. Know their pain points.

5 Mobile Apps Every Marketer Should Have


Coffee is MANDATORY in all business photos

A recent study found that the average person checks their phone approximately 150 times a day. Whether we’re responding to texts, checking email or checking the time — that’s a lot of time we spend with our phones every day. And while there are thousands of mobile apps out there, some apps help marketers more than others. We sifted through the mobile app clutter and curated a list of 5 apps we believe to be the most beneficial for the modern-day marketer:

  1. Evernote: You never know when inspiration will strike. By providing an easy outlet to jot down all your genius ideas, Evernote has provided a simple way to create a bank of ideas that your can draw from later. Plus, it’s a lot prettier than keeping crumpled up napkins and receipts in your wallet or purse with scribbled down thoughts even the best calligrapher could never decipher.
  2. AP Stylebook: Whether you hail from j-school (journalism school) or have a background in PR, the AP Stylebook still hails as the grammar and word usage bible for almost any respectable publication. Keep this app in hand for the next time you’re wondering where to put your comma.
  3. Trello: If you work within or manage a marketing team, Trello can be especially helpful. This mobile app simplifies to-do lists and allows each team member to have a “board” where they can list out tasks they are working on and task they’ve completed.
  4. Hootsuite: This mobile app allows you to schedule, monitor and measure all your social media accounts in one place. Hootsuite, currently, can manage your Twitter, Facebook and Google+ accounts.
  5. Dropbox: For filing away high-res images and other large files, Dropbox is the way to go. Dropbox eliminates the issue of too-large files that slow down email. Simply share a link  and you’re good to go.

defining dotedison

I have always wanted to work at an innovative company. A team that pushes each other to grow, learn and help others. Often I found myself at places that wanted me to “live to work” instead of “work to live”.

On May 14th 2014 we started talking about names for this company. As soon  as names like Caliber Digital , Redsquid, Razorfish, Perfect Storm and Saucy Strategy would be born they would be killed by another team member (thankful for not settling). Focusing on the company culture we wanted the name to convey something more than uniqueness, we wanted it to convey innovation but also the concept of “working to live” not “living to work”,

As a group of people who love history we felt like Edison was recognized as someone who was innovated for his time, the same goes for the word Tesla (unless you were around in the 80’s which quickly takes you to hair metal). In reading on Thomas Edison someone had seen his first two children were nicknamed dot and dash (due to his love for Morse code). As we researched we found a clip from a Cincinnati news article from Thursday November 26 1931 that read:

One day Oeser asked his father-in-law which of his inventions he regarded as best. Edison turned to his daughter, looked at her smilingly and answered: My best invention? You married her.


Karl Oscar Oeser was the husband of Marion “Dot” Estelle Edison, Thomas Edison’s daughter. This struck a chord with us, as to out of all his innovations, fame and awards what he regarded as best was his family. Even the most brilliant of people miss that time is the only true capital. Our brand dotedison reminds us innovation is only as good as the time it saves.