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Brevo logo

Social media video services are no longer an add-on luxury, but rather a default tool essential to boosting engagement and conversions with your company’s digital audiences, whether they live on Instagram, Facebook, YouTube or another platform. 

According to a 2021 study conducted by Animoto, 93% of marketers say they have landed a new customer due to their video on social media. 

Unfortunately, many of these successes aren’t sustained across diverse audiences, which live on the diverse platforms that make up the social media world. This digital diversity is why many companies fail to see consistent ROI growth from their social media videos.

We get it: social media video production is not a piece of cake. It is easy to get stuck at ideation or tangled up in the many moving parts that high-quality video production requires. 

As a brand, you need to ensure that whatever videos you produce maintain that sweet spot between promoting your products or services, all while empathizing with your target market.

At Brevo, we produce social media videos that empathize with your brand and customers by using well-planned visual marketing strategies designed to boost your ROI. 

Your video marketing is an integral part of your overall marketing strategy; it gives a face, voice and, most importantly, emits emotions.We’ll ensure that your audience gets the right message.

Drop us a line and get the reel deal with Brevo's social media video services.

With so much new content on social media posted everyday, can my brand still stand out? 

We live in a time of information overload. This makes punching through the social media noise even harder. 

It can then seem like producing high-quality, relatable videos that make your brand stand out can seem unachievable. But in reality, it can still be done with creative storytelling, time-tested video production techniques and old-fashioned market intuition. 

This is one of the most qualifying advantages of working with Brevo; we don't just produce videos, but rather specialize in planning out creative storylines with matching messaging and animated images to best tell the story of your brand. 

Our team of creative video marketers is experienced with helping companies create social media videos that gain visibility and increase conversions. Here are some examples below.

Social media video services: Using thumbnail animations and text to stop the scroll

Brevo is a creative agency that helps brands scale their social media game with unique social media videos produced with a love of storytelling. 

On each social media platform, your company has only 3 seconds to capture the attention of your target audience. Those that fail to stop users from scrolling in the first 3 seconds fail to capture their attention; it’s that simple. 

This is why Brevo creates short, information-packed videos with colorful animations that not only gets users to stop scrolling, but also boosts interactions with your call-to-actions. 

Getting clicks on enticing thumbnails

While a person is on social media, their thumb is constantly scrolling through videos and other content. A brand’s video only succeeds if it is able to stop that thumb from scrolling further. Your company can only do that by having an enticing thumbnail that speaks directly to your audience right from first glance. 

This is exactly what we did for Traveloka, an Indonesia-based travel company that provides airline ticketing services. 

Their video thumbnail included still images from live action videos and animation, along with some text. 

Because many people watch social media videos with the sound off, it's important to include text in the beginning of the video -- ensuring that this text gets its enticing, on-brand message across. 

We also created animated GIF thumbnails for FWD, an insurance company, as a tool to compel viewers enough to click and watch the video, which happened. 

Check out what other clients say about our social media video services.

“Brevo has provided fantastic service and execution for FWD Life Insurance Corporation. We decided to work with them on a retainer engagement as they are they are easy to work with and they care for their clients. They deliver exactly what we were looking for - an all-of-the-above communications and creatives with eye and sensibility.”

Miles Sarmiento
Product Marketing Communications Manager, FWD

“The BDO leasing video is great! Thank you.”

Robert Lapid
President, BDO Leasing and Finance

“We started by going to Brevo with an idea, they helped turn this idea into a fully fledgeling business. Brevo has been a joy to work with and we couldn’t have done it without them.”

Jordan Fack
VP of Sales, AirAsiaRedTix

Social media video services: Tailoring videos for each unique platform audience

Social media offers something for everyone, a reflection of the diversity of the real world. This includes demand for videos, which is why almost every social media platform now has its own short-form video feature to promote videos to their audiences. 

Instagram has Reels, Snapchat has Spotlight, Facebook has short videos, YouTube has shorts, and TikTok is itself a short video platform. 

To best communicate with audiences on these platforms, your social media video will have to be created with the unique built-in audiences that each platform attracts in mind.

instagram video production

Instagram video production

Instagram's popularity has rapidly increased in past years, with the platform now boasting 1.074 billion active users.

In 2021, Instagram confirmed that it is no longer just a photo-sharing platform, clearly stating that they are now forming their brand around rewarding video content. 

The key now is trying to figure out how Instagram videos can reward your company. 

Instagram video production requires an understanding that people on Instagram appreciate more candid videos, be it IGTVs, reels, or stories. If you think your salesy video will get you more sales and eyeballs on this platform, you are wrong.

As a general rule of thumb, people on Instagram like to watch relatable, fun, and non-salesy videos. However, if you are creating a sponsored video, it naturally communicates that your end goal is to sell, in which case you need to have a video that pushes towards a call-to-action in the most fun and creative way possible for your Instagram audience. 

Drop us a line and get the reel deal with Brevo's social media video services.

social media video production

Facebook video production 

Facebook is a platform that has evolved from being a photo sharing platform into a dynamic digital stage with a ton of features. 

Today, Facebook is so diverse that if you run an ad-campaign solely on personal preference, you’ll barely see any results. 

However, Facebook’s diverse database of users also allows for incredible reach for your videos: you can broadcast to only 20-year-old males within a specific zip code, as well as to older generations in different career profiles. 

Your Facebook audience wants to see videos that are relevant just to them. Because this platform is very crowded with a lot of videos and ads, people are (unfortunately) already bombarded with irrelevant videos (and misinformation) and will scroll through anything that doesn’t particularly relate to them. 

At Brevo, we help you in ideating and copywriting a video that will target a unique buyer persona on the Facebook platform. By narrowing down your buyer personas, we can optimize better interaction on Facebook by speaking to a specific audience. 

Drop us a line and get the reel deal with Brevo's social media video services.

social media video production

LinkedIn Video Production

LinkedIn is a B2B social media platform, and it is boosting video content now more than ever. 

Although LinkedIn has been experiencing a rise in engagement and visibility with video content, it remains a very challenging B2B medium to operate on due to built-in, high-level professionalism this audience expects. 

This doesn’t mean your brand has to be strictly formal. You can still publish videos that use a light and fun tone, but it is a delicate line to walk to achieve what can be considered the correct voice for the LinkedIn channel.

This is why it helps to hire professional video producers to create LinkedIn videos. 

Brevo is fun--  but also knows how to maintain the channel’s correct tone.

Some of the types of videos that really work well on LinkedIn are:

Let’s make LinkedIn work for your brand in a fun and light manner.

Drop us a line and get the reel deal with Brevo's social media video services.

youtube video production

YouTube video production

YouTube is the largest video platform in the world. But with increasing saturation, you’ll need to think of how you can do better than your competitor to stick out through the noise. 

YouTube audiences are hungry for unique content, for sure, but they are also searching for content that is relevant to them. As a part of Google, YouTube essentially works as a video search engine (in fact, it is the second-largest search engine in the world), making SEO an important part of YouTube video production. 

This platform has immense potential to help you draw in relevant audiences through video search, making it an integral part of content marketing campaigns. 

Brevo can help by aligning your audience with high-volume video keyword search terms, pushing your viewers down a content marketing funnel. 

Drop us a line and get the reel deal with Brevo's social media video services.

Social media offers an ocean of opportunities for businesses, but your brand needs to know how to communicate on different platforms to maximize results. 

Brevo has experience helping a diverse range of companies -- both large and small -- boost their social media reach and visibility with our social media video services. 

You don't have to be Spielberg. Just leave the video production to us, and we’ll ensure your visual message gets your social audience’s attention. 

Need something like this? Work with us hello@brevo.co

brand messaging strategy

Every business needs a brand messaging strategy in order to create a consistent brand image in the minds of its customers.

In essence, your brand image is what comes to the mind of the consumer when they hear about and/or interact with your business. 

Here, it’s important to make a major, business-saving distinction before we go any further: What ultimately matters is not what you think of your business, but what consumers think about it. 

Thus, the best way to ensure that your brand image aligns with your perception of your brand is to deploy a uniform brand messaging strategy across every talking point with consumers. 

This, at its very heart, is a marketing message strategy that starts with two do-or-die tasks: 

  1. Acquiring a deep understanding of who your target audience is 
  2. Connecting your business with a way to solve this audience’s problems. 

Failing to know how your brand communicates to solve problems is not an option. 

“Your brand is the single most important investment you can make in your business,” said Steve Forbes, Editor-in-Chief of Forbes Magazine. If you take Forbes advice, then developing a comprehensive brand message strategy is a prerequisite task for every successful company, whether B2B or B2C.

The absence of a branding message strategy in the world of advertising leaves your company out naked in the cold. 

"If you don’t give the market the story to talk about, they’ll define your brand’s story for you,” said David Brier, CEO of Fubu, a famed retail clothing brand. 

On the reverse side, companies that do take active steps to develop a brand message can  increase revenue by 33%, a study by LucidPress found out. 

In this article, we’ll explore the 8 elements of a successful brand messaging strategy, including: 

  1. Target audience and ideal customer persona
  2. Brand promise
  3. Reasons to believe
  4. Brand positioning
  5. Brand story
  6. Brand pillars
  7. Tone of voice
  8. Deploying brand messaging

At the end of this article, you’ll be able to define and deploy your brand messaging in such a way that your brand perception and the consumers’ perception will align.

elements of message strategy

1. Target audience and ideal customer personas

The first and primary element of a successful brand messaging strategy is a clear and precise understanding of your target audience and ideal customer personas (ICP). 

“The most important thing to remember is you must know your audience,” said Lewis Howes, author of The School of Greatness

Before you can create a brand image that matches your brand perception, you must first understand the people that will be interacting with your business. 

Your brand messaging does not need to resonate with everyone in the universe. In fact, it shouldn’t!

“If no one hates it, no one really loves it,” according to Jessica Walsh, co-founder of Sagmeisiter and Walsh, a NYC-based design firm. 

Therefore, your first task is to gain clarity about your target audience.

Understanding your target audience

For an existing business, the best way to proceed is to use the insights you already have. These include: 

In addition, you can (and should) also conduct customer interviews to supplement the analytical information you have from the three sources above. During an interview with your current customers, try to understand

Such information will help you understand the rational and emotional components of your audience’s buying decision. 

If your business is new, however, you will have to depend on brainstorming about your target audience and doing competitor research. Look at your competitors’ social media accounts and website to get all the information you can about your target audience.

Customer segments and ideal customer personas

Once you understand your target audience, consider if you can divide them into segments based on demography (age, gender, education, location, income), psychography (personality, values, attitudes, interests, lifestyles) and behaviour (purchasing and spending habits).

For example, a financial advisor that serves professionals in Malaysia can have a different segment for young professionals who have low income and another for older professionals with high income and a house. He can also have different segments for professionals in healthcare and another for those in tech, depending on the factors he believes will make them interact differently from each other. 

After this, you will create an ideal customer persona (ICP) for every segment to define what a member of each segment is like. 

A customer persona is a fictional representation of an ideal member of a customer segment (or a target audience if you don’t have customer segments). 

A typical customer persona will include information like the name, age, location, language, spending habits, interests, challenges and pain points, goals, interests, and the buyer journey of an ideal customer.

Take a look at the below examples to get a better idea of what a customer persona should include. 

Source: Brafton

Source: Brafton

Ideal customer personas and brand messaging

A detailed understanding of your ICP is essential to your brand messaging. 

First, you need to know the challenges and pain points of your ICP before you can communicate the message that appeals to them emotionally and make them “fall in love” with your brand. Consumers love brands that ‘get’ them and know their challenges and pain points. 

Secondly, you need to know where your ICP lives online and the way they speak and describe their challenges. 

Practice social listening once you discover where your ICP spends most of their time. Listen to how your ICP talks (the tone) and what they are saying -- how they are describing themselves and their problems and their beliefs, habits, values, passions, and goals.

This element of your marketing message strategy is rightly the longest because businesses today rise and fall on how well they understand their audience. Those who launch successful, viral, and contagious brands and product/service offerings are those who have spent enough time trying to understand who their customers really are. 

brand messaging strategy

2. Brand promise

The second element in a successful brand marketing strategy is defining your brand promise. 

Now that you know the challenges and pain points of your ICP as well as their goals, how does your brand help them overcome their challenges and pain points so they can achieve their goals?

In essence, what’s your brand promise? 

Gary Fox defines brand promise as the “value or experience a company’s customers can expect to receive every single time they interact with that company.”

How do you define your brand promise? 

First, make a list of the goals of your ICP and rank them from the most important to the least important. 

Second, identify the top pain points that prevent your ICP from achieving their most important goals. Now, rank those pain points from the most painful to the least painful. 

Third, consider what your brand does best to solve the most painful and urgent pain point of your ICP and lead them to achieve their most important goal. 

That is your brand promise.

Moreover, your brand promise should be stated in a way that is simple, credible (believable), unique, memorable, and inspiring. 

Below are the brand promises of some brands from the Gary Fox blog: 

brand messaging strategy

3. Reasons to believe

There is, however, a big hurdle to overcome once your promise is crafted. 

Many consumers today don’t trust companies. Research by Gallup shows that only 50% of consumers expect a brand to fulfil their brand promise.

Therefore, when your ICP sees your brand promise, they are likely not confident at first that you will deliver. 

This is why reasons to believe (RTBs) are important.

Basically, RTBs are the answers you give to the doubt that your ICP has about your ability to deliver on your promise. 

“Your RTB could be anything from your experience in the field, to proven results and testimonials, to products backed by extensive research or science,” said Amanda Paull, Head of Marketing, Certified Languages International, an interpreter and translator company for healthcare providers.  

“Your customer is skeptical because they’ve heard the promises before. Their clarion call is: Prove it to me.”

For a new business, your RTBs can be the experience and achievements of your founder pending the time you establish yourself in the industry. 

Amanda has a very helpful 7-part system you can use to define your RTBs: 

Source: Dial Smith

RTBs is one of the elements of message strategy that many brands tend to ignore. 

But in a world where customers are naturally skeptical about businesses fulfilling their promises, it has become an invaluable step to crafting a successful brand messaging strategy (to say the least). 

message strategy in advertising

4. Brand positioning

Many businesses in your niche will make the same brand promise as you. If you promise low prices, they will do the same.

What then should you do? 

The solution is not to jettison your brand promise but to say it in a way that differentiates you from other brands. And this is where brand positioning comes in. 

While a brand promise can be more generic, a brand positioning must be very specific to you -- almost impossible for your competitors to copy. 

Simply put, your brand positioning is the unique way you help your ICP achieve their most important goal by overcoming the most painful challenge. 

Before your brand positioning can be successful, you must do thorough competitor research.

Sujan Patel, co-founder of Mailshake, an email marketing software company, identifies five ways to position your brand (among others): 

Before you even think of communicating with your ICP, ensure you have nailed your brand promise, RTBs, and brand positioning. 

brand messaging strategy

5. Brand story

Now it is time to begin thinking about a company narrative. That is, your brand story -- one of the most difficult and important parts of a brand messaging strategy today. 

“Marketing is no longer about the stuff you make but about the stories you tell,” said Seth Godin, Founder and CEO of Do You Zoom, a research company in New York. 

Therefore, instead of communicating your brand messaging merely in a string of prosaic sentences, your company will need to craft a story around it, bringing your brand promise, RTBs, and brand positioning to the fore. 

For example, in the About Us section of the BeardBrand website, there is a story that details the pain points that led to the founding of the company. There are anecdotes that highlight how the founders grew frustrated with existing products and how they decided to make something that will solve those frustrations.

Warby Parker also tells the story of frustration with traditional products and how they channeled it to produce something better. Grado Labs does the same. 

Stories are trans-ICP (useful for every ICP). Humans love stories because they resonate with us. We put ourselves in the plot and empathise with the experience of the characters. Stories call forth our deepest emotions. When your ICP can connect with your brand emotionally, you have won. Stories can help you do that. 

What led you to start your business? Which specific reasons align with your ICP pain points and challenges? What is the story behind your current brand promise and positioning? What did you overcome along the way to creating this business?

Weaving all of these into a cohesive brand story can be a game-changer. 

Another way you can do this is by replacing yourself with the customer. Instead of you being the hero of the story, make your ICP the hero. Create an historical or fictional story where your ICP is the hero and your brand the supporting character that helped your ICP overcome the hurdles to achieving their goal.

Apple, Land Rover, and Disney have done this type of customer-centric brand storytelling in recent times.

Any of these two approaches will work well. 

6. Brand pillars

In addition to knowing your story, consumers want to know the values that drive your business. Therefore, another element of a marketing message strategy is brand pillars -- also known as core values. 

Having core values that align with your customers’ values is good for business. 

Research by Customer Thermometer shows that 13% of customers would pay up to 50% more for your offerings if they believe that your business makes a positive world impact. 89% of shoppers stay loyal to brands that share their values and 43% of customers spend more money on brands they are loyal to, according to Fundera

“Your culture is your brand,” said Tony Hsieh, former CEO of Zappos. 

Your brand pillars are the core values that guide your operations as you seek to deliver on your brand promise and positioning. Like brand positioning, your brand pillars must be specific to your company. 

Don’t just copy the core values of another company. Ensure that your core values match the expectations of your ICP.

One of Google’s core values is, “Democracy on the web works.” This speaks to their brand promise and positioning. Another core value is that, “You can be serious without a suit,” which speaks to their young audience. 

A core value of American Express is, “We support our communities by backing and promoting small businesses.” In a world where there are concerns about Corporate Social Responsibility (CSR), they show that their values align with their ICP.

Coca-Cola believes in “Diversity: As inclusive as our brands.”

Notice that companies’ core values are now beyond “integrity, team work, loyalty, accountability” and the other vague big concepts we are used to hearing ad nauseum. 

Now, companies are taking a stand on social issues that affect their ICP. In fact, 64% of consumers around the world said they would buy from a brand or boycott it based on its position on social or political issues, according to research by PwC.

Brand pillars and core values must go beyond the regular cliches and speak to the heart of your ICP.

brand messaging strategy

7. Tone of voice guidelines

SEMRush defines tone of voice as “how your brand chooses to communicate with your audience, including the choice of words, communication style and emotional tone.”

The elements of message strategy we have considered focus on what you say to your ICP. Tone of voice focuses on how you speak to your ICP. 

Remember that when defining your ICP, one of the critical elements is knowing where they congregate online and how they speak. This is where that data is useful. 

You want to ensure that your tone of voice when communicating your brand message matches with the expectations of your ICP.

According to SEMRush, there are four key choices to make: 

message strategy example
Source: Mailchimp

message strategy example
Source: SendinBlue
message strategy example
Source: Alfa Romeo

message strategy example
Source: Mini
message strategy example
Source: Dollar Shave Club

message strategy example
Source: Gillette    
message strategy example
Source: Taco Garage

message strategy example
Source: Taco Bell

Once you have decided on the tone of voice that fits your brand and aligns with your ICP’s expectations, you will have to create a brand voice chart that includes the Do’s and Don'ts of your communication.

message strategy example
Source: Semrush

You will also include specific vocabulary and grammar rules that delineate how your tone of voice should work when communicating with your ICP.

marketing message strategy brevo

8. Deploying brand messaging

At this stage of your brand messaging strategy, you already know what your brand message is and how to communicate it (tone of voice). 

The next step is to identify some message strategy examples by looking at where your brand messaging will appear.

It’s essential to repeat that your brand message must be consistent throughout all these channels. Of course, you won’t repeat the same words throughout. 

However, the message behind the words must be consistent throughout. 

Taglines or slogans

The purpose of the tagline or slogan is to communicate your brand message in a few, catchy, memorable, and impactful words. 

AirBnb’s tagline is “belong anywhere,” a simple and memorable description of a company whose brand promise is to help people find accomodations whenever and wherever they travel. The tagline of Apple, a company whose brand positioning is innovation and creativity, is “think different.” There is an alignment between the brand message and the tagline.

Elevator pitch

Your elevator pitch is a short 15-second to 30-second description of what your company is all about. This is the place to tell a short version of your brand story through the company-led or the customer-led approach.

Hubspot has 12 great examples of elevator pitches using both approaches. Below is an example of the company-led approach:

message strategy example
Source: Hubspot

And then the customer-led approach:

message strategy example
Source: Hubspot

Mission and vision statement

Your mission and vision statement are one-sentence or two-sentence descriptions of your brand promise and positioning and what you hope to achieve with that promise. 

The mission statement of Tesla, whose brand positioning is its innovation and creativity, is “to accelerate the world’s transition to sustainable energy.” Amazon also infused its brand positioning in its mission statement: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavors to offer its customers the lowest possible prices.”

The vision statement must also be consistent with the mission statement. Tesla’s vision is “to create the most compelling car company of the 21st century by driving the world's transition to electric vehicles.” The brand positioning is evident again. 

It’s the same with Amazon: “Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”

Blog posts

When writing your blog posts, your tone of voice and style guidelines are very important. Every blog must communicate your brand message with careful adherence to your brand’s voice.

Social media posts

Tone of voice guidelines are also extremely important with social media posts. Every social media platform differs in terms of the expectations of the users. LinkedIn is a more professional platform compared to Facebook and Twitter which are more personal and fun.

It’s essential you understand which of the social media platforms your ICP prefers and the tone of voice that is popular on that platform. The way you speak to an ICP on Twitter will be different from the one of LinkedIn or Pinterest.   

Brochures

One way to use your message strategy in advertising is to create brochures that communicate your marketing message strategy simply and quickly.

Whatever product or service you are promoting with a brochure, you must not forget your brand message. With a brochure, your verbal and visual brand strategy must align, communicating the same message. 

Corporate narrative

A corporate narrative is a story about your brand promise (what you do), brand pillars (core values), and vision (future plans). The three aspects must communicate the same message. Most especially, your future plans must line up with your vision statement.  

Corporate pitch presentation

The corporate pitch presentation (or pitch deck) is a visual representation of your brand story in slides. They are important in meetings with partners, co-founders, and potential investors.

This is a good opportunity to tell your brand story in a way that combines visual and verbal brand messaging. The key is to tell your brand story and get your audience (partners or co-founders or potential investors) rationally and emotionally connected to your brand.  

Direct mail and electronic direct mail (EDM)

Another way to use your message strategy in advertising is through direct mails. 

Direct mails are similar to brochures. Whatever product or service you are promoting, ensure you communicate your brand message with a consistent tone of voice. Also, the visual and verbal message strategy must blend. 

For EDMs, ensure that every email you send aligns with your tone of voice and that whatever product or service you sell represents your brand. 

Advertising

You can also communicate your brand messaging through advertising, whether on Search or Social. Search ads on Google, Bing and other search engines are designed to match user intent. You display your ads to reach people who are already searching for something relating to your brand and products. Therefore, you need to know the keywords the searchers will use and create ads that match the queries. 

On the other hand, social media ads focus more on targeting people with certain demographic and psychographic features that are relevant to your business. These people will see your ads even though they had no intention to see them. You must quickly identify their pain points in the language they understand and form an emotional connection that will get them to click.

Aside from search and social ads, you can also use display ads on websites and mobile apps. Like social ads, display ads must quickly connect emotionally with viewers by communicating their pain points in a language and tone of voice they understand. 

Adapt your brand message to the platform and the type of ads you are using. 

Annual and sustainability reports

While all the above examples have focused on the use of your brand messaging in marketing and advertising, your brand message is also essential to other non-advertising communications. 

In addition to reporting your performance for the past year, the annual and sustainability report can be an opportunity to re-emphasise your brand identity to all stakeholders, communicate future plans to better achieve your brand promise, and reiterate your brand pillars.

Your tone of voice should also reflect your brand identity. Consistency is key!

Memos

Internal communication is where your brand pillars must shine forth most. Remember again that your culture is your brand, according to Tony Hsieh. 

Therefore, your memos, among other internal communications, must seek to build and reiterate a culture that reflects your brand pillars. 

Similarly, your internal communications must show consistency in your tone of voice. 

Press releases

Your public relations communications must also put your brand message at the center-stage with the same tone of voice and commitment to your brand pillars.

Consistently communicating your brand message through these various means will ensure that the consumers’ perception of your brand aligns with your perception of your own brand. 

Such consistent presentation of a brand has been shown to increase revenue by 33%, according to Lucidpress.  This is not surprising since 90% of consumers now expect a consistent brand experience across all channels/platforms, according to Crowd Spring.

In other words, consistently communicating your brand message is now both beneficial and compulsory. And if Steven Forbes is right that money spent on your brand is the most important investment, you should be willing to go all the way to achieve this consistency.  

Brevo is a creative marketing agency that can helps brands create and deploy successful brand messaging strategies. Contact us if you need help creating a successful brand marketing strategy. 

Takeaways

Need something like this? Work with us hello@brevo.co

Belo Medical Group knew what it was doing when it recruited the very de rigeur advertising agency Gigil Group to develop their latest campaign. Known for its viral attention-grabbing video ads that more closely resemble arthouse shorts, the leading aesthetic clinic knew that whatever Gigil came up with would elicit strong reactions. And elicit strong reactions they did—except of course, as we all know, for all the wrong reasons.

As soon as it was posted on Belo’s social media accounts on August 10, the #PandemicEffect commercial was universally panned online. Many felt the ad was in poor taste, as the real #PandemicEffect was less about failing to feel beautiful and more on losing jobs and loved ones. Others denounced the ad’s decision to uphold outdated beauty standards and portraying women with plus-sized bodies and body hair as ugly.

In response, Belo quickly deleted the video ad in less than 24 hours. Still, the damage has been done. The overwhelmingly revolted reaction to the commercial brings about a learning opportunity: not just for the creative team involved but for all of us marketing and advertising professionals. What does the #PandemicEffect snafu teach us about effective marketing strategy and how to carefully craft a campaign message?

Empowering messaging trumps scare tactics.

The science backs it up: studies find that ads that evoke pleasant feelings consistently resonate with consumers more than negative, neutral, or information-based commercials do. In fact, positive-based messaging can strike a chord in consumers and is most likely to translate into positive beliefs and attitudes towards the brand. It may be tempting to go for scare-tacting messaging in order to elicit a strong reaction, but positive ads in the long term are still the best ploy for a brand to strengthen and maintain its relevance.

There’s a need to keep up with the times.

Times and cultural norms have changed, and the way people talk about beauty nowadays has become more inclusive and empowering as opposed to the oppressive standards of yore. The Belo ad might have benefitted from lengthy focus group discussions or even social listening, at least just to get a handle on how their desired customers discuss beauty online.

Think long term.

A great example of a campaign that had a perfect handle on how women feel about beauty is Dove’s 2013 “Real Beauty Sketches” digital ad. The company ran with an empowering message on how women are more beautiful than they perceive themselves, and the results speak for themselves: the ad won the Titanium Grand Prix at the Cannes Lions International Festival of Creativity and achieved 4.6 billion media impressions. But more important is the campaign’s lasting impact on the brand: nowadays, when people think of Dove the brand, they equate it to inclusive beauty that empowers and encourages.

How would you have improved Belo’s #PandemicEffect video ad? Chime in the comments below!

Your very first internship doesn’t have to just be a college requirement—it can also serve as an exciting avenue to learn and (if you play your cards right) even land your first job! We spoke to two former Brevo interns (now happily employed at the agency) on how their first internship opened their eyes and impacted their career paths.

And just in case you missed it, catch PART 1 of our Brevo ex-intern testimonials here!

__________

Carissa, 22

Graphic Designer

Former Intern, Batch 2018

I’ll be honest: when I applied for an internship, Brevo was the only company who responded to my application LOL! I was hoping to intern for a small promising company that wasn’t too far from my college dorm. I didn’t want to intern for a really big agency because I heard about how cutthroat they could be.

Second: I hate a lengthy commute. I will absolutely get lost in Manila’s streets if I interned for a company that’s far away! Finally, Brevo’s Jobstreet profile said that most of their employees were young—inside, I was like “YES, MY PEOPLE!”

Brevo replied to my application really quickly. I remember getting a response three days later, and going through my interview on Friday. The following week, I started my internship. 

It was a really new experience to me, having to work with people I don't know in a place I'm not familiar with. Thankfully, Brevo welcomed me and helped me get settled quickly and comfortably. It was also super chill—I never had to work overtime, and everyone was really helpful whenever I needed guidance.

Looking back, I didn’t really face any big challenges in my internship! Oh, except for one thing: THE ELEVATOR. Our old office building had extremely long lines in the morning, so I had to leave for work like an hour earlier. Queuing for the elevator sometimes took me more than 20 minutes (!!!), so I learned to pack my own lunch with me or have it delivered so I didn’t have to deal with the insane lines. 

After my internship ended, Imran said he’d keep a seat warm for me, so I started working as a full-time graphic designer a month after graduating. I liked how, pretty quickly, I’ve established good friendships with my Brevo co-workers. I liked that I didn’t have to start all over again when I started working for realz. Most of all, I’m glad that Brevo cultivated a work space for me where I can truly be myself. 

Brevo has grown in a lot of ways since I joined three years ago. We moved to a bigger office space that fits us all, we won more clients, welcomed more team members, and drank more booze! But one thing that hasn’t changed is Brevo’s strength—still thriving despite the pandemic. We always manage to make things work out.

Follow Carissa on Instagram!

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Gio, 24

Graphic Designer

Former Intern, Batch 2018

Back in my college days, I was looking for an advertising agency where I can apply as an intern. I asked my friends if they know any agencies with art intern openings, and Carissa told me about Brevo. So I submitted my portfolio and sent it out.

I soon saw how Brevo prioritized a proper work-life balance and how it fostered a chill work environment. My co-workers helped me grow as a designer, but we still managed to have a lot of fun. We watched movies after office hours, went drinking at the end of the day, and even raced around in office chairs! It was nice, and I loved every part of it.

Before, I used to struggle with my own creative process. I sometimes got stuck at the beginning. Thankfully, my co-designers shared their own creative processes and what they’d do to overcome their creative block. They’d guide me with the things I get stuck at, giving me a new insight of how I can come up with better ideas.

I really did like my Brevo internship experience. I learned so much from the other designers, so I wanted to stay here in Brevo and continue growing. On the last day of my internship, Imran asked me if I wanted to be a full-time graphic designer after my graduation. I gladly accepted. It’s been three years and I still continue to grow in Brevo as a designer and enjoy the fun!

Follow Gio on Instagram!

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Looking to start off your career the exciting way? Consider interning for us—just send your resume and portfolio to hello@brevo.co now!

Newsflash: an internship is so much more than just a university requirement! For many, it’s your first taste of how the real world works. Out you go under the comfortable confines of school and org work, and in you venture into the hustle and bustle of real-life work. It’s an exciting opportunity to put the concepts and ideas you’ve learned in class into practice, as well as to network and make meaningful professional connections along the way.

Also up for grabs in the internship sweepstakes: your first post-college job? If you play your cards right, then you’ve got it! Need convincing? We speak with four Brevo interns-turned-employees about their first internships and how it has enriched their current flourishing careers.

The following interviews have been edited and condensed for clarity.

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Toots, 23

Copywriter

Former Intern, Batch 2019

Back in June 2019, I was looking for an internship to fulfill my college requirements. Thankfully, my brother used to be co-workers with Brevo’s senior designer Gab, who shared an open call for graphic design and copy interns. This caught my brother’s attention, and not so long after, I applied.

I consider Brevo to be my introduction into the world of advertising. Before my internship, I had zero knowledge about writing copy. Most of my experience with writing had to do with making thought pieces for Young STAR or feature articles for The GUIDON. I wanted to expand my horizons and try something new.

Previously, I heard a lot of bad things about agency life, especially regarding the workload, the hours, and the horrible clients. I’m happy to say these were things I never experienced in Brevo! I saw it for myself how this agency valued proper work hours as much as they valued having fun.

This is what I loved most about my internship experience: it changed my perception of agency life and taught me a lot about what an ideal agency can be. Moreover, I loved being exposed to a group of hardworking, extremely creative, and crazy fun people!

I did face a few challenges in my internship, especially when it came to getting into the copywriter mindset. Coming in, I barely had any idea on how to write proper copy. This made me feel incompetent and a bit like an impostor at times, but I kept reminding myself that I chose to intern in Brevo to learn and hone this specific skill.

What really helped me overcome these feelings were Brevo’s Bootcamps, a series of short-but-fun tasks that really challenged me to think outside the box. Apart from that, everyone in the office was so accommodating and inspirational, and all this really helped me become the copywriter I am today.

I remember Bettina, one of my supervisors, told me that Brevo wanted to recruit me as part of the team as soon as I graduate, and I kept that in mind. After grieving my last few days of school (and my youth), I shot my shot and DM’d Carissa on Instagram to ask if there were any job openings.

A month later, I had my interview with (Brevo’s CEO) Imran, which honestly felt more like a catch-up than a job interview. Lo and behold, by August I spent my days on my desk writing copy for a leading cake company. The rest was history!

If we’re talking numbers, quite a lot has changed in Brevo since I’ve joined as an intern. I’m happy to see new faces and new talents in the team, even if it’s just through my computer screen. I’m very proud of the agency’s efforts to expand and still maintain the same warm company culture from my intern. Most especially, years later, I still love seeing my concepts and copy come to life once our artists apply their magic. 

Follow Toots on Instagram!

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Kylle, 21

Part-Time Web Developer

Former Intern, Batch 2020

During my junior year as a Computer Science undergrad, I was looking for a company to intern in for my practicum semester. My best friend, a previous Brevo intern, recommended the agency to me and said many nice things about their work culture. Although they didn’t really have any openings for tech-related positions, I took a chance and sent in my resume.

After my first interview with Imran, I could tell that Brevo was different from the other companies I interviewed for. During our meeting, we talked about not just the value I could bring to the Brevo team, but also what value this internship would bring me.

Thanks to the pandemic, I had to complete my internship from home. Admittedly, I was pretty disappointed at first. But after getting to know the Brevo team through my laptop screen and countless Skype messages, I felt right at home. I loved how everyone was very welcoming and fun, proving that the warm work culture I heard so much about existed beyond the four walls of a physical office.

I did face a few challenges as an intern. As I haven’t met any of my coworkers in person, I found it challenging to coordinate with everyone for my daily tasks. At the time, Brevo didn’t have a resident web developer, so I was hesitant in asking anyone for help for the longest time. Eventually though, I fell in love with learning on my own pace and terms, which made me comfortable enough to talk to my co-workers and ask how I could help them too.

Towards the end of my internship, I saw that my load for the next semester was pretty light and that I’d have an ample amount of free time. So I took my chance and asked Imran if they were open to hiring me as a part-time web developer for the next few months. Although they generally didn't hire part-timers, he told me it was something he and my other supervisors were already considering! And that’s how I got my first real job.

It didn’t take much convincing for me to believe each Brevo team member had their own unique and charming quirks. The cherry on top is really how easily we seem to work together even during the new normal. I fell in love with the company’s innate system of collaboration during the lockdown, and how they provided clients with well-thought-out, top-tier creative work. I was stuck in a technical mindset care of my course, so being surrounded with all this creativity while I practiced web dev is incredibly refreshing.

Follow Kylle on Instagram!

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Looking for an unforgettable creativity-filled first internship? Shoot your shot and send your resume and portfolio to hello@brevo.co now!

All work and no play makes for a dull company, which is why every now and then, we at Brevo like to throw parties. Even now, we try to find the time to come together and rock out—we just happen to do it digitally.

Virtual video conference parties can be fun, but they’re not exactly easy to put together. It’s difficult to replicate the feel of a physical gathering, and we have to acknowledge the reality of Zoom fatigue. Still, it’s all we got, and it’s important for coworkers to meet virtually for recreational purposes! 

When you get right down to it, connecting through the internet allows us to come together, build strong bonds, and make meaningful attachments. So we put together a list of best practices that can make your virtual gathering a night to remember.

1. A Theme Makes the Dream Work

A theme-less party is like a burger without toppings—it’s fine, but why settle for plain? Your party needs a theme, a concept, an idea that people can get behind. The theme can dictate your virtual party’s general vibe.

It’s also a chance to dress up! A Christmas or Halloween party will compel your guests to come correct in festive costumes or attire. And if the virtual party doesn’t fall on a particular holiday, that’s just more room to move around in! How about “Disco”? Or “Summer in the 90s”? Or “Mall Punk”? Organizers get a chance to go bananas with key words while guests get to make sense of the theme like a puzzle. 

Consider as well a collaborative effort where the whole team decides on a theme together—that can take the form of a poll or a brainstorm. Themes are like creative prompts for your guests, that allow them to express themselves in unique ways.

2. You Get A Freebie! And You Get A Freebie!

Y’know how party invitations are automatically more enticing if they say there’s an open bar? That still applies to online gatherings, believe it or not, even though the new normal doesn’t let drinks flow as freely. When a company sends physical favors to their employees for the party, like free food and booze (and non-alcoholic options too!), that’s them saying “Hey, we’re bringin’ the party to you.”

Remember: “eat, drink, and be merry” isn’t just a suggestion—it’s a sequence of steps. You gotta do the first two before you can have a good time.

3. Get It Right With Invites

Setting the rhythm of a party happens as soon as people show up. A few early birds come in, hosts get a chance to give their ice breakers a test drive, and people get to ease into the feeling of being in the group. More people enter the virtual room, turn their mics and cameras on, and find themselves in a conversation finding its footing. The last batch of people come in fashionably late, and by this point the gathering has settled into a kind of groove, with people talking and listening and acclimating to the atmosphere.

This isn’t something you can achieve when everybody comes in at the same time, all at once, which can be overwhelming. So here’s a tip from Business Insider: stagger your invites! Make an invitation plan that lets people attend gradually, in portions and increments.

4. Hands Up, They’re Playin’ Our Song

Speaking of rhythm! Nobody wants to show up at a party and be met with dead air, or the plain white noise of chatter. Ideally a playlist of bops is already doing its thing in the background. A solid party playlist can help build an atmosphere, and get your guests in the right mindset!

Ideally, you’ve got somebody manning the DJ booth equivalent of your chosen platform. There are also services that allow people to “pass the aux cord around,” so to speak, and people can take turns playing their favorite tunes.

5. Game Plan

It might be common sense at this point for anyone who’s ever held a Zoom party, but your gathering likely needs games. Putting games in your itinerary lets people know what to expect from the night. Not to mention prizes!

Games do a good job of helping wallflowers feel included too! Trivia nights, competitions, and song-and-dance presentations have a way of getting people out of their shells. Remember, the goal isn’t to turn your introverts into extroverts! It’s to bring people together.

This Valentine’s Month, we’re talking romance and relationships. Let’s begin by tackling an age-old question: can you work at the same company with your significant other? Is it possible to maintain both romantic and professional relationships with your lover-slash-colleague? To find out, Jeremiah Capacillo spoke with Brevo graphic designers Carissa Lucasia and Tim Leachon, aka the agency’s resident creative power couple.

This interview has been edited and condensed for clarity.

Jeremiah: Hey guys! Okay, let’s start with the basics—how did the two of you meet and fall in love?

Tim: Carissa and I were actually both batchmates and coursemates at the College of Saint Benilde, we were both then taking up Multimedia Arts.

Carissa: We weren’t close for the first few years. We just knew each other from mutual friends and classes.

T: Later on, I followed Carissa on Twitter and we started chatting online.

C: A few pizza dates later and, well, here we are.

J: Carissa, you’ve been working as a graphic designer for Brevo since 2018. Tim, you joined the team as a designer in 2020. Did the two of you have any anxieties or worries about working together?

T: Nope, no anxieties for me so far. We’re used to working with each other since college, and we bring out the best in each other. I think if anything changed, [it’s] all in a positive way.

C: I’m gonna be honest, yes I was a bit anxious. I know myself, and I know that I’m a different person when I'm in a relationship, versus when I’m at work as a creative. I was also a bit worried that our personal life might overlap with my professional life, and I might not be able to handle it well. I was also thinking, what if there was a conflict of interest? Because Tim's my boyfriend, and suddenly he joined our agency. Will there be bias, or something? So we try to keep things as professional as possible now.

J: Did you guys put any boundaries in place to clearly delineate your work life and love life? Like just to make sure that there's no overlap? 

C: I told Tim before he started to minimize the PDA in our work group chat. [laughs] I know some people don't like that, and personally I also don't like PDA that much. So when we do PDA, we make it a point to keep it between ourselves.

J: So, how has your relationship changed ever since you both started working together?

T: I got to see a new side of Carissa. It’s nice to see her hard at work at an office setting, so my respect for her as a creative really grew.

C: For me, the time we spend together each day has increased significantly. I like it because for example, I no longer have to check up on Tim to see if he’s eaten lunch, stuff like that. I also love seeing the ways Tim grows, like in terms of skills and time management, etc.

J: Okay! So next question: has working together made you see your SO in a new light?

C: For me, yes. I saw how much more creative Tim could be, and I saw how easily he gets along with people. Before we worked together, I didn’t really see how he worked with his former officemates. But even back then, he already got along really well with the Brevo team. So when he joined our agency, I fully saw just how well he can get along with new people.

J: Tim, how about you?

T: Well, I saw how different Carissa’s work environment was from where I used to work, and it made me appreciate how much hard work goes into producing actual design studio work. She inspired me to work even harder, seeing that she works way better than...

C: [laughs] Than who?

T: No I mean….as compared to my previous work environment, which was super chill.

C: Ahhh, okay.

T: So comparing that to how hard Carissa has to work daily, it inspired me to be more creative and work even harder.

J: Have you guys learned anything from each other since you started working together?

C: Hmm, what have I learned from Tim? [laughs] I guess I learned some technical stuff from him. At his previous job, he used to work on animation and video editing. So now, when I work on animation, I ask him for help. He helps me with exporting stuff, hotkeys, and other technical things.

J: So, time for the million-dollar question: do you think you can work in the same office as your SO? 

T: Yes.

C: Yeees.

T: Big yes.

C: As long as you both set clear boundaries, and you’re both okay with working together.

J: Do you have any advice for couples who find themselves with the opportunity to work together in the same office? 

T: Just don't mix up personal issues and work. It really affects your work process, and most likely you’ll end up not being able to focus on your tasks.

C: Very true. I'm not really the best at giving advice, but I agree with Tim—you really have to be able to separate your personal issues from your professional life. Like, you don't always have to be all work work work, or all love love love. There has to be a balance between the two. Also, enjoy the time that you have together!

Every December, a few days before Christmas Day, my creative agency Brevo ceases all operations for a two-to-three week period during the holidays. For the past three years, this is what we’ve always done each year, and what we will continue to do moving forward.

There are a few factors that led me to this decision. One, agency life is very hectic and fast-paced. Especially for creative people—I think they need to be able to step back and breathe every now and then. On a personal level, it allows them to spend quality time with family and friends over the break. 

I honestly just think it makes for healthier and more productive employees. A lot of people want to skip the holidays, and I just don't think that's a good thing. A break lets them recharge and come back with a fresh outlook for the next year. 

This isn’t easy, considering that the Christmas period is usually the busiest time of the year. When you work in an agency, and especially when you work with FMCG clients, the holidays are a crucial sales period. And they require an agency to be constantly churning out content, especially during a period where consumers are more likely to shop more.

When I was in the US, I had a meeting with a client today who told me: "We'll probably get two days off on Christmas Eve and Christmas Day, and then we're back to work." And the same thing happened to me in the UK—me and my co-employees would bargain with each other as we arranged our holiday working schedule.

For Brevo, I didn't want to have that type of environment. I considered all factors, and saw that the positives far outweighed the negatives. Personally, I think it has even made our agency more productive. And just being able to press that off switch for the holidays has done wonders in recharging one's creativity.

It isn't a common practice, and less so for the advertising industry. Still, I looked at it from a human perspective. It's always good to take time off, and letting employees know this is incredibly important. Our yearly shutdown shows my employees that the company is human, and that we encourage them to spend quality time with their loved ones. In turn, they hopefully develop a loyalty to Brevo and our culture, and how we operate. No matter how busy we get, we make it a point to not compromise our holiday break.

I remember bringing it up with one of our clients in our first year working together, and they were admittedly very surprised. But what was encouraging for me was by the second year, they started asking me when our Christmas break will take place so they can plan around it. I knew then that I had made the right decision. 

We make it a point to reassure our clients that whatever needs to be done will be done before we go, and we have a plan for when we come back, and that it's like they won't miss a beat with us. And once they saw that, the clients all came on board. Now, we let our clients know the date of our shutdown beforehand, and thankfully everyone understands and respects it.

To date, Brevo hasn't missed a deadline due to our year-end shutdown. I credit that to much planning, especially from the accounts team. We plot our last day a couple of months ahead, and we start to plan accordingly in terms of projects and what we need to discuss with clients ahead of time. We plan out deadlines, and decide on what can be postponed to next year. Thankfully, our clients have always understood that. We haven't had any pushback from their end.

We're also selective when it comes to taking on projects during the holidays. If there's a particular project that will compromise our agency shutdown, we just wouldn't take it on. The long-term benefits to team morale and mental health far outweigh the short-term financial success. If you don't draw a line in the sand somewhere, then that line will always be moved. And that's something I always like to stand by.

Honestly, I would say to all CEOs out there: treat your team as you would want to be treated yourself. If you're that type of CEO that is constantly working, you need to understand that not everybody might be driven by the same things that you are, and you need to consider  how your employees can benefit from time with their families.

At Brevo, I can just say that the results have spoken for themselves. We've had success in terms of year-on-year growth, with a minimum growth of 100 percent year-on-year in terms of revenue since we started. Since year 1, we've observed our Christmas break religiously, and our clients and employees have reacted positively to it—and more importantly, our bottomline has grown at least double every year.

For me, the proof is in the pudding, and I think a holiday break is something all companies should be taking on. And let’s not limit it to the holiday season, a healthy work-life balance is very important to the success of a business. I would say the results have been great for us, and I think they would for other companies, too.

website design ideas

Finding the right website design ideas to deploy is an essential part of succeeding in today’s digital marketplace. 

Though we are taught not to judge a book by its cover, your customers will still judge your business by the first impression they get from your website. This is why putting time into thoroughly researching website design ideas is so important. 

It takes an average visitor only 50 milliseconds to form an opinion about your website

If their experience is bad, they leave. For those who stay past the 50 milliseconds, 38% will ultimately exit if the content or layout is unattractive.

Website visitors only want to interact with a website that is attractive, user-friendly, fast, and informative.

This is partially why selecting the right website design ideas that appeal to today’s online consumers can be so challenging. 

Many companies fail at first attempts. Perhaps you have spent endless hours staring at a blank canvas or whiteboards. Or perhaps you’ve worked with designers that just don’t get your brand identity. 

Let’s look at 10 website design ideas that will get the creative juices flowing and help you better develop a stunning website your customers will love -- websites that get visitors far past the 50 milliseconds hurdle.

Inside of getting granular with our assessment of website design ideas, we’ve chosen to take a bird’s eye view of design, breaking down websites by their design types. 

Here is a quick snapshot of the website design ideas we will cover: 

  1. Panoramic hero banners
  2. Massive product images
  3. Background videos
  4. Walkthrough videos
  5. Parallax scrolling effects
  6. Color changes
  7. Animations
  8. Minimalism
  9. Typography
  10. One-page design

Below, we’ve put together a manager’s guide on how to execute these projects. 

Alternatively, you can jump ahead to the list of website design ideas here. 

Setting the stage: Some preliminary thoughts on generating website design ideas

While there are acceptable practices that websites should follow, every website is unique. An online business property should expose originality for the business behind it and the target audience that will use it.

Good website designers understand that what works for a restaurant company will not work for a financial advisory firm. 

Before diving into the following pool of website design ideas, it's important for us to note here that no project important as website design creation should be developed in a silo away from your marketing, sales, product development and advertising strategies. 

These departments will all ultimately work in unison with your online property.

Defining business goals and objectives

You should begin by identifying your business goals and objectives. What are your short-term, medium-term, and long-term goals?

A clear grasp of your business goals and objectives will help inform KPIs for your website. These KPIs will in turn drive the website design process. 

However, the website goals of an e-commerce business are different from those of a news outlet. Similarly, the website goals of a financial advisor are different from those of a restaurant.

At Brevo, we recommend that business goals follow the SMART approach -- Specific, Measurable, Achievable, Relevant, and Time-bound -- to translate accurately to your website KPIs.

Every website must have KPIs for measuring success. What does success look like for your business? More subscribers to your mailing list? More orders? Increase in downloads? Increased traffic? More onboarding sessions?

A website designed to maximize traffic (as the primary goal) will look different from a website designed to maximize downloads or onboarding sessions.

Therefore, before exploring our website design ideas, define your website’s goals, objectives, and the KPIs you will use to measure success.   

Defining your target audience and buyer persona

A website directed at young college students will be different from the one directed towards young professionals in the financial industry. What the former considers as attractive may repel the other. 

We already said that a website should be attractive and user-friendly, but attractive and friendly to whom? The ‘whom’ makes all the difference. 

Without a good grasp of your target audience you may be acting against those you should attract. 

One of the earliest steps in the website design process is to clearly define your target audience. 

Here, we need to consider demographics, psychographics, behavioral patterns, geographic and sociographic factors. 

Once you have a handle on your target audience, create your buyer personas. A buyer persona is a fictional representation of your ideal customer. 

For example, suppose you target professionals in the finance industry (target audience). In this case, a buyer persona can be: Lucy, 34, female, reads Bloomberg first thing in the morning, works 70 hours in a week, finds it hard to spend time with her kids, etc.

The buyer persona gives flesh and blood to your target audience. Identify your personas’ pain points and define how your product or service solves their problem. 

You need to keep this buyer persona in mind when exploring website design ideas. 

How will this or that element appeal to Lucy? Will Lucy find this or that element useful? Those are the kind of questions that must be in your mind. 

Understanding your buyer’s journey

The buyer’s journey defines the step your buyer persona will take to become a loyal customer. The standard buyer’s journey moves from awareness to consideration to decision. 

At the awareness stage, the potential buyer becomes aware of your brand. 

The consideration stage is where the potential buyer evaluates your product and service offerings and compares your brand to competitors. 

At the decision stage, the potential buyer has chosen your brand. He is ready to become a paying customer.

There is a buyer’s journey for every buyer persona. 

What path will Lucy take to purchase your home cleaning service, for example? Where will the awareness take place? When is she looking for home cleaning solutions on Google? Does she find them through a recommendation from a friend? A Facebook ad? 

An essential part of your buyer’s journey is identifying when and where your buyer persona will land on your website. 

Will it be at the awareness stage, consideration stage, or decision stage? Where will this buyer persona land on your website? Your homepage, pathway page, or information page? 

You must design your website with your buyer’s journey in mind. 

Create a site structure

The first impact of your buyer’s journey is the site structure.

The site structure details the architecture of your website - how everything is linked to everything else.

Every website begins with a homepage. The rest of the structure depends on your buyer’s journey.

Start by creating your site structure on a whiteboard or in a notebook. Once you create a good site structure, choosing the best website design ideas will become easier.

Create an SEO plan

Before you start creating the website’s individual pages, ensure you have an SEO strategy that will guide the whole process. A solid SEO plan will include on-page and off-page/technical SEO. 

As you define your site structure, start identifying the SEO tips you would implement at every level of your site structure -- from the homepage to product pages to blog posts. 

10 actionable website design ideas

Now that we have reviewed how to execute a website project, let’s start by examining 10 actionable website design ideas that will help you create stunning websites that best fit your target audience and buyer personas. 

1. Panoramic Hero Banners

First on our list of website design ideas is the use of panoramic hero banners. 

These days, there is a noticeable uptick in the popularity of hero banners on websites’ homepages. 

Hero banners are big and bold, creating a visual impact that attracts website users. They also have clear calls to action that are useful for website visitors at the decision stage.

Good hero banners combined with great copywriting can turn your homepage into a direct customer acquisition tool. They help a brand communicate its unique selling proposition (USP) at the very forefront of the website -- the homepage. 

Here is an example of a good hero banner from Apple. There is a large image of the iPhone 12 Pro and a link to learn more about the phone, as well as another link to the store. 

When you get on this website, you instantly know what it is all about -- the iPhone 12 Pro text is large enough for anyone to see. 

It has enough text to communicate some features of the phone, but not too much to weaken the simplicity and appeal.

The homepage of Google Chrome is another good example. 

The bold text face and logo quickly identifies the brand behind the website. The CTA (call to action) is simple and straightforward, with a visual hierarchy that shows its importance.

Adding an image that shows Google Chrome at work is a great marketing idea that other SaaS companies can easily adopt.

2. Massive product images

If you sell a product that is at the heart of your brand, your website should reflect this emphasis. 

The days of using small product images with a large chunk of text are over. 

This is because website creators have discovered that images can create a more significant emotional impact than a block of text. 

Research by Brain Rules shows that when a relevant image accompanies a piece of text, people retain 65% of the information. They only remember 10% when there is no image.

On the ETQ-Amsterdam homepage, there is a massive product image that is instantly appealing. 

ETQ is a footwear e-commerce store. The image of the footwear dominates the page, putting the focus on the brand’s product. There are even more footwear images below and only a minimal amount of text.

Because of the nature of the business, ETQ uses an image carousel rather than a hero banner. From image to image, there are massive pictures that put the product at the center of the brand.

3. Background videos

Videos on a landing page increase conversions by 80% or more and boost the chances of a page 1 ranking by 53%. 

The average clickthrough-rate (CTR) for websites with videos (4.8%) is higher than those without videos (2.9%). 

As a result, many website creators now use videos as the background of a website’s homepage. Background videos are visually appealing and engaging. They are also difficult to ignore.

If done well, background videos can increase the time a visitor spends on your website.

For example, art studio Nowness uses a documentary as a background video on its website. It also happens to be an excellent showcase of the kind of art production work they do.

Using six-minute videos like this will quickly capture the attention of your visitors. 

After spending six minutes on the website, the chances of them further browsing the website will only increase.

4. Walkthrough videos

Next are walkthrough videos. These are instructional videos that explain how to use a product or service. 

Because videos are engaging and interactive, website designers use walkthrough videos to accompany the text on their websites. 

Showing someone how to do something is better than telling them how. 

Or, in popular parlance, “show don’t tell.”

Overflow is a SaaS product for creating interactive user flow diagrams to tell a story. 

There is a walkthrough video on Overflow’s homepage that shows visitors how the software works and what they can accomplish with it. 

Grammarly also uses a walkthrough video to show how their editing software works in real-time.

Including walkthrough videos can help you increase engagement with website visitors and possibly boost conversion rates. 

The logic is simple: We buy what we understand.

5. Parallax scrolling effects

Parallax scrolling is a technique where different elements of a website move at different speeds. 

The most common use of parallax scrolling is when the background image moves at a slower speed than the foreground when you are scrolling through a website. 

Parallax scrolling adds depth and movement to the visitor’s experience, creating more engagement and immersion. 

The Great Agency, a branding and marketing agency, uses parallax scrolling on its website. 

The first screenshot is above the fold. 

But as you scroll downwards, the foreground begins to give way to the background.

6. Color changes

Color changes are another way to transition from one part of a website to the other. 

As the visitor moves around your site, the color changes. 

This color change adds to the attractiveness of the site. 

Nick Jones is an interface prototyper and designer. And Narrow Design is Nick Jone’s portfolio website. 

Nick does a great job using color change transitions as visitors move from one section to another in his site.

7. Animations

In truth, these days animation should always be present on a website design ideas list. 

From our experience, animations greatly help improve the dynamism of a website.

For example, Your Plan, Your Planet is a sustainability program sponsored and organized by Google. 

On the homepage of this website, there are hover animations, CSS3, and storytelling animations. 

All of these elements greatly add value to the user experience by creating a more dynamic introduction to your brand. 

Species in Pieces is designed for the protection of endangered species. 

Here, the site uses transition animations and micro animations to deliver a unique and dynamic experience for users.

Animations like this are so effective because they send signals to the brain that a function has been applied.

They also add visual cues that aid the browsing/reading experience.

8. Minimalism

Minimalism is a growing trend in website design. A minimalist web design seeks to simplify the user interface by removing all superfluous elements. 

When ideally executed, minimalism removes clutter on the website to improve the user experience.

A minimalist website is easy to navigate and SEO-friendly. They also load faster and hardly break down.

Movie Mark is a digital growth marketing agency that designs and implements marketing strategies for clients. 

Their website uses a minimalist approach that allows the company to better focus on their core USPs.

Evoulve, a company that turns emerging technologies into marketable products, is an excellent example of minimalist website design.

Overall, such minimalist websites are easy for website visitors to use and recall.

9. Typography

Typography combines elements like font, color, size, and layout to increase clarity and visual appeal of a site. 

The typography of a website can also convey certain messages and elicit certain emotions better than other website designs. 

Ultimately, this is an excellent way to create visual hierarchy and improve users’ experience.

The website of Pittori Di Cinema, a cinema painting company is an excellent example of large typography. 

The large typography makes the homepage eye-catching and places the focus on the content. The use of large typefaces makes the content attention-grabbing and dramatic.

Visage, a graphics design SaaS platform, uses typography to highlight important content and create a visual hierarchy on its website. 

There is a deliberate attempt to improve the users’ experience from alignment to font type and size. 

10. One-page design

One-page websites are becoming more trendy. 

Designers love one-page websites because they are mobile-friendly and load faster. 

In addition to hassle-free surfing, it’s also easy to tell a brand story through a one-page website.

Viesus is an image enhancement software that uses a one-page website to communicate its brand story. 

Just take a look at how clear they can communicate their brand values in just one scroll.

Use these website design ideas for your business

It’s now time to create a concept from one of these website design ideas that will work best for your business. 

Brevo is a creative marketing agency that helps businesses and organizations create stunning websites that produce results. 

Contact us to discuss which website design ideas will work best for you. 

Need something like this? Work with us hello@brevo.co

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