Who is the hero of your website?
Every experience your audience has with your healthcare system is a part of your brand. From your facilities to your website, each interaction is a part of their story. Tim Floyd, Creative Director of Solvent Brandworks, and Reason One VP of Strategy, Matt McDonald, will share how they used the Hero’s Journey to shape the branding and UX for the Prisma Health Children’s Hospital website.
In the video below, you will learn:
• How your audience experiences your brand
• How to apply the Hero’s Journey to your UX
• How to integrate brand and UX to help users complete tasks
Farrah Hunt Thompson 0:02
Welcome, everyone. And thank you for joining us this afternoon. I'm Farrah Hunt Thompson, Director of Consulting for Greystone.net, and I'll be going over some housekeeping items before the presentation begins. After the presentation, we'll be taking questions from attendees. To ask your questions, please use the toolbox on the right side of your screen. And due to the size of attendance, attendees will be in listen mode only today to cut down on background noises. There is a short survey at the conclusion of today's webinar, and we would really appreciate your feedback. I'd like to welcome our presenters today, Tim Floyd, creative director from solvent brand works. And Matt McDonald, VP of strategy for reason one, and I'll turn it over to our speakers to begin this afternoon's presentation.
Matt McDonald 0:51
Hey, everyone, thanks for spending a little bit of time with us this afternoon, or this morning, depending on where you are. My name is Matt McDonald, and I am the Vice President of strategy at Reason One. I've been with our company for about six years. And despite sharing the same barber, Tim and I have actually worked on a project — so many projects — over the years that we've been through multiple iterations of our respective organizations.
And before my time at Reason One, I spent a lot of time bouncing around in-house and full-service creative agencies. So I have touched just about every aspect of marketing, branding, advertising, both digital and traditional. So in a way, it really fits in well with what we're going to be talking about today in terms of branding and user experience. Really proud of the work that we'll be discussing today and the partnership that we had with Tim and looking forward to getting into some of that with all of you. So with that, I'll turn it over to Tim.
Tim Floyd 1:50
Hi guys, or Hey, y'all, if you're in the south, I'm Tim Floyd. And I am currently the creative director of solid brand works. And we develop brand strategy names and logos for healthcare previously, and how Matt and I were fortunate enough to meet each other. I was at Palmetto Health, it was a health care system in South Carolina. And we had a children's hospital. And we needed a website. And I was working on some branding for the hospital to tell some patients stories. And the thing that was really great is when Reason One came in, they really helped to expand what we were trying to do, they really got it and we were able to work together and did some really cool things we'll be showing you here shortly. So today, that system is called Prisma Health, if you're aware of that. And so you can take a look at that website after we get off this. And yeah, feel free to jump in and ask questions if we don't ask your answer your question during the presentation.
So I wanted to be a copywriter. And then I found out that visuals or photos were worth 1,000 words, right? So, you know, I was like what the heck, I can I can write a lot more copy with visuals, and decided to become a designer and show and tell was always my favorite thing in school. So that's why I jumped into this crazy business. And like Matt, I've done lots and lots of things from print to digital to billboards, and ad campaigns and television campaigns, all those wonderful things. And while I was at Palmetto health, I was there for 25 years. So I've got a lot of experience in healthcare. But as strong as visuals are strong copy is really what sells. And if you marry that, then with strong visuals you have is a win win, write a really good ad has a strong visual and strong copy. And then you meet someone like Matt, who is really excellent at UX or user experience, then you've got a win, win win. So that's what happened with this project. We'll take a look at a few minutes.
And that's where we're going to take you. So let's jump right in. Your website needs to both engage and guide the user to what they want. So today we'll discover how to make your customer the hero. How do we make sure that we are writing to designing to doing everything towards the customer and not for ourselves? So great brands are never heroes. They're always helpers. So for us coffee lovers remember the first time you cappuccino with the design and the froth, it left an impression, you probably pulled out your cell phone and took a photograph of it. You know, great companies leave little impressions just like this with multiple touchpoints. So all of these little impressions add up to create what we all call the brand.
So a brand is not a logo. I know a lot of times we say it like, you know, send me your brand. But really a logo is logo. It's a part of the brand. These are some of the logos we've created. One of the brands on this page who were previously a company called Healthcare Staffing Services. So the Solvent Brandworks team did some research and found out that the old healthcare staffing services had a great story, but very little recognition. The name was actually so generic that it wouldn't even show up in a search. So we started taking a look at it. And we created a new word, a new name, and rebranded as Qualitas. So in this brand story, we started with a name and a logo. And then we added trade dress, the tone and manner, and copy and new, easier to use website. It was there in their branded promotions, it was in everything, so we rebranded them.
Tim Floyd 6:43
Fun part was, when we had tested healthcare staffing services, it only had like a 15% name recognition. Of course, metrics are key. And we measured after rebranding, and created the name Qualitas. And just one year later, we re measured and we had a 98% name awareness, and their perceived reputation was greater. In other words, we just repackage a really great story with better visuals, better words, and a better website. And guess what? sales were out the roof. So it works.
So branding is layers. It's what you see, it's what you taste. It's what you hear. It's what you smell, it's what you touch. Branding is how you answer the phone when someone calls your your hospital. And it's the way people are treated. It's color. These are all branding touch points. You know, landscaping even around a hospital campus is brand new. So for for one hospital, we selected flowers for every season. And they were selected based on the brand colors for that hospital. Those things are very important. They may never be noticed. But you kind of get that sense somehow. So in 1997, there was an experiment.
So some researchers alternated German and French music and a supermarket for two weeks. And they found out that while the French music was playing, French wine sales actually increased, more people bought French wine. During the days when they played German music, the German wine sales increased. So branding is not just one thing, it's everything. Those customers probably never realized or that they were impacted by what they were hearing in the background. So things like words, forms, colors, tone of voice, these are key tools and branding, awareness or shifts and attitude.
We need to find out if they're using your company. Or if they've gone to a competitor and ask why do they have access? How well do they like you? These are all the metrics of branding and we can measure to see if people are excited about your brand. Or at least if they trust you. If your target is painting their face with your logo on it, you know you've done a really great job in branding, of course, you know in hospitals, they're not going to paint the hospital logo, probably not. But if they're wearing a quarter zip to the supermarket with your brand on it that says volumes that they believe in your company so strong They would wear it in public, they're proud to be an employee there. So a brand it's, it's, it's kind of like an aura around your product that makes one believe that it's either better or worse than your competitor. He can't really always describe it. But it's basically a gut feeling about a product or service. That is what a brand is.
So let's talk about continuing your brand and building design. To to create a great website. Everything in a hospital should make a connection. So here, we're going to look at a beautifully designed building. This is the first floor This is where patients and families enter Children's Hospital. So buildings are branding. And at Children's Hospital, the Palmetto health children's hospital now Prisma health Children's Hospital, each of the five floors are designed with different biomes. So when you walk in, if you look up their lily pads that you're seeing up, there's a beautiful aquarium, everything on this floor had to do with aquatics, there's a boat for the reception desk, there's just beautiful colors, and the colors of coral and all those things that tie together to make this floor the aquatic zone. So this branding, this building was a great jumping off point to tell patients stories. And, you know, think about it, it comes full circle. So if you use these things in your printed materials, your website, and then when the patients arrive, and they enter the actual space, you have already created an experience for them to enter into.
Tim Floyd 12:08
So my favorite words, our favorite words that add solvent brand works are what if, and we don't let anything hold us back. Right? So what if one of the patients could be swimming through the lobby? So George Fulton, who is an extremely talented photographer, and I brainstormed this idea, we would meet at a diner and eat grits and eggs, and just sketch on napkins or pieces of scrap pieces of paper. And this is my original sketch, thinking about how would we put a patient swimming through the lobby. And then George started working his magic and we photographed this patient in the studio, that would be swimming, he's pretending here to swim. So you know, this is a real patient, this patient had some serious problems issues that he overcame, because of Children's Hospital. So we use this image that I'm about to show you to tell his story, wrote all about his story.
And here's what it looked like. So there's glass bubbles coming out of his mouth, were actually little glass bubbles, I stole off my wife, she put them on the dining room table. And I took the ball of glass balls and we photograph those. But everything else you see in this photograph are things that are found on the floor of this hospital. So the octopus, everything you see here are parts if you walk around, you would find everything you see. And you know, when we entered the child's imagination and help to tell their story, that really was a great thing for this family as well. So hold tight, and you'll see how Matt and reason one were able then to take this image and continue the story on the website.
We won't spend a lot of time on these. I just wanted to give you a glimpse of how we created more patient stories using the hospital environment. So this is a kid that had some transplant things and I guess I don't want to go into all I mean we told the story about him. But we took him and put him in front of a mural at the hospital. We did things like we use the teenager you got to cover all the the audiences right so children's hospitals, not just for little kids. It's for older kids. So this is a teenager We photographed her with the the sculpture piece that you see when you get off the elevator on this floor, the temperate floor. And then we took young lady and photographed her in a boat, and put her coming down the hall and took the ceramic l elephant, the big stuffed giraffe. And we added those elements in with this collage, and made a beautiful image to celebrate her health and recovery. And then this one was a young lady, as she had the same disease that my daughter had. And so I was just thrilled to be able to hold her and hold her up. And to help her to be able to celebrate life sledding on a polar bear, something none of us have ever done, right. So this polar bear was a part of the decorations. And so we put her on the polar bear and celebrated her story with this great image.
So the hero's journey, I threw my nephew in here and his wife, if you've ever seen the show Next, she co starred on that little family thing. But what is your favorite movie, your favorite television show your favorite book? What's your favorite story? You know, we all wake up the hero in our own story. But we we just don't, we need to make sure that we don't position your brand as the hero. That'll show you why. So here is a typical story. I say typical, because there's a seven part framework that I'm going to show you that is like all the movies you've ever seen. So your website can and should be as compelling as any movie you've ever seen.
Tim Floyd 17:07
Every book or movie you've ever seen has the same framework. So Yoda was the guide to Luke Skywalker, the hero, and Luke struggled. And that's why he needed a guide. So it works like this. Every story has the hero. And the hero has a problem just like Luke Skywalker, they have an internal problem, external problem and philosophical problem. The hero with a problem needs a guide. And it's the guy then gives them a plan. It's simple, as you know, pick up the phone could be the plan, call the girl is the action. And then that results into either success or failure. So it's every show, every book you've ever read. This is a seven part framework. Of course, in real movies, there are like 32 plot points, or something that writers use. But this is a simplified version that describes absolutely every Hallmark movie you've ever seen. So by using this framework, you can engage your audience who is the hero of your brand story? Who is a demographic and who is your target?
So as you're looking and Reason One helped us with this with this website is well to target the right person for this website. And to make sure that we're designing for our hero, the user. The user has a problem. The our customer, our patient families, they have a problem, an external problem, like how far away is the hospital? I don't know how to connect or an internal problem. Can I trust them? I want the very best care. And then the philosophical problem is it's just wrong that my child is suffering. So your web visitor, your hero has problems, you identify this problem so that you can solve them meets a guy, your company is not the hero.
You need to position your company as the guy, so the hero doesn't need another hero. If your brand is acting like the hero, there's conflict in the story kind of like Marvel Comics when they're two heroes and they're always colliding and finding your brand is the guide and they see that they need you. So if you come across as a big hero, I'm the I'm the this, I'm a blah, blah, and we got the best doctors and you, you know, that sort of thing that can actually be a negative. But if you come along and you're like, how can I help you, then that works very well. So the guy gives them a plan. And just like on the website, we listed things like our specialty, so that they would find out if the plan will work for them. We pointed out things like the best care matters, they, they're looking for the best care.
And then the action on the website is contact us locate us as action items. And then its success. If they come to you, and they get the help that they need. The child gets great care that his success or his failure, if they fail to connect, they continue to be sick, or worse. So that leads us to taking the brand and then adding on the layer of UX with Matt. So we had the pleasure of working with reason one to continue our brand story through the website. And now Matt is going to take us through creating the user experience, Matt.
Matt McDonald 21:27
Thanks, Tim. So now that we've learned all about the brand, and about the opportunities that we have to help the hero along their journey, how does that translate into user experience. And so on the next slide, you'll see ultimately, how we're able to take all those brand touch points, and turn them into something that is interactive. And it helps these people and your market your users along their journey, and help them get to where they're trying to go. And so what's the first thing you do in this case? So the first thing that you need to do is you need to understand this audience. And so with the work that Tim does, understanding your market, at a macro level, where the brand fits is all critically important.
When we're talking about user experience, we need to understand our users at the site or product level, so down at the actual experience that we're trying to create. And so the first thing that we need to do during that is we do our own homework. So we do independent research, like looking at competitors, or comparitors. What are others doing in this space, so that we can understand what people expect to see from us. Additionally, we want to talk to the key stakeholders inside the organization. So if you're in a position where you probably have a lot of other stakeholders that are relying on you, or that are part of the conversations that you are internally about where the site needs to go. And we do that with surveys, conversations, workshops, and other ways that you can get that information and correlate it and understand where things are at a fundamental level inside of your organization.
And so the next thing that we do is look at the data almost definitely there is data available to you about how your current solution is performing. So we can look at that data and have it tell a story. So there are things from Google Analytics that understand user behavior and core metrics, down to heat maps, which this is an example of to understand how users are actually behaving and what they're clicking on while they're on the site.
And so this gives us two main benefits. First, it allows us to understand how users are behaving what matters to them right now. And second, it allows us to understand what's already working, where's the brand, or the site connecting with people already, and so that we don't throw the baby out with the bathwater and redo something that's already working. And then the last piece of this, once we've done our homework independently, we've looked at the data, it's time to actually talk to your users.
Matt McDonald 24:03
We want to get your users into workshops, on calls in conversations, and be able to talk and get that information from them firsthand. And so when we were working with Tim for the then Palmetto Children's Hospital, we were actually able to talk and have a few workshops with their patient advisory group, which provided a ton of really good information. And I think that it's sort of that if you want the truth, ask a customer. But from the lens of your websites, you can ask a user or people who are actually going to your site to do things. And you can take all of that information and correlate it into one sort of format. That makes sense.
And so now that we've done our homework, we've looked at the data that's available to us and we've talked to the actual users, what do we do? We need to take the weeks or months of work and then crystallize it into a format that's going to make sense for either your internal team, your agency partners, staff and everybody else inside of the organization. And we define this audience. To promote that empathy and align the work, it gets everybody singing off the same sheet of music. And so what we did in this case was we put together audience archetypes. So on this next slide, you'll see a handful of audience archetype maps that are modified empathy maps, and before anyone starts furiously screenshotting, this, this will be provided to you with the deck. So you get a copy of this, you can work on this on your own.
And so these modified empathy maps these sort of proto personas help us understand these users goals and tasks. So why are they on your site to begin with the pain points in the opportunities, and then around out the influences. So this takes data from all of the things that we just did, and crystallizes it into an easy to use map that can be handed out to your team, or can keep your internal organizations focused on how we can deliver value for the users and also for the organization.
And so in this case, for the Children's Hospital, we were able to focus on the parents of current and potential patients. And so now that we've got all that figured out, we've looked at those, your homework, we've crystallized that into a format that is easy to use. And so now it's time to actually put it into practice and build that user experience. And so looking at the work that we did for the Children's Hospital, the one insight that came out of the conversations with the parents in the advisory group was that almost everybody using the site in these key patient groups were under some level of stress or in dress.
So like Tim mentioned, there are these conflicts that people are working through. Not a lot of people using this site were coming because they're having a great time. So they were either dealing with low level sort of chronic conditions in which they're trying to find long term care for a child with a condition where they were looking for the best doctors, and they just moved to the area and things like that. Or they were dealing with something really acute, i.e., my daughter's bleeding in the backseat, and I need care right now.
And so understanding that people were coming to the site, looking for something in a mindset of stress, helped us focus the rest of the things that we did. And so the first thing that we learned from a user goal perspective that we put into practice here is that people were looking for key information. And so on this next slide, we can see that they were looking for directions, they were looking for contact information, and they were looking for where do I go once I make it to campus.
And so instead of burying that information, typically on the Contact Us page or locations page, somewhere on the menu, we front and center, right on the homepage in these two very visible tabs that were right in front of the user. And so for parents, or anyone else using the site, again, in that sense of stress, or under duress, they didn't have to hunt for this information that they were looking for, they could very quickly easily find contact information and all the different phone numbers, you can find directions on how to get to the hospital. And then once they were there, they could understand what is the emergency room where the buildings that I need to go to where my specialists are, we took the guesswork out of this, and we put it front and center to remove that stress.
Matt McDonald 28:11
So for the other side of the users, what we wanted to do is build an intuitive site architecture. So put things in places that make sense in hospital systems. And healthcare is notoriously complicated. There's lots of things that you offer to your patients and prospective patients. And it can be hard to organize that in a way that makes sense. And again, by talking to this, the stakeholders internally, and listening to the users and understanding that hero's journey, the things that they were trying to accomplish, were able to make the brand fit together with this information architecture, and present the information in a way that makes sense as an intuitive and for the users they can get where they're going without having to think about it too hard.
And again, you're the guide in this case. And so we want to guide people and make them feel like they're in control of this experience and an intuitive site architecture, logical on page pathing. So they can get to the next piece or find the information they need. It makes them feel like they're in control of that experience, and they feel really good about it. Then the last key piece that we looked at when we're putting together the site, from a user experience perspective, as we looked for opportunities to weave in social feeds are these really great patient stories that Tim mentioned. And patient stories are great. And social feeds are great because they're sort of the genesis of the brand manifested digitally that you can plug right into your site.
So what does that whole experience feel like beyond the interactive medium, what is the actual patient experience like, and you can see from these photos in patient stories, that the Palmetto Children's Hospital really is a great place to get care for your children. And so we wanted to show parents that they weren't alone in this journey in their hero's journey in the part of the experience with the brand and that there are other people going through this and have successfully faced the challenge that they were dealing with via the help of Children's Hospital. So these proof points were Really important and putting together a user experience that empowers and reinforces the hero's journey and the brand. And so all of those pieces put together turned into a user experience that you can see here that touches on the different aspects of the brand.
So we weaved in a lot of the opportunities of Tim's great photography and brand elements, you can see the colors, the feeling, the copy, everything works together in an interactive medium that helps parents understand the overall brand experience and what they can expect from Children's Hospital. And so all of this ties together in the end, because it shows what that experience will be like and lets you live inside of the brand. The web is an incredible medium for that, because it allows you to create an interactive experience that other traditional mediums can't touch. And so by putting the brand into the user experience by making it easy to use, by making it clear and contextual pathing makes sense. And by showing photos and social proof, we help people to understand what this experience feels like holistically.
And so all this stuff is terrific information, thank you. But it comes down to what does that mean for me in my organization. And so if you remember anything besides Tim & I's great haircuts, that these are the few things that we want to take away from this, so from a user experience side, the first thing to remember is do your homework, people are coming to your website for a reason. So understand what those reasons are, and then make those things incredibly easy to do. If you can help people accomplish their goals, they'll have a better experience. And that success will lead to more business, more customers, more patients better brand recognition, and all the positive things that come with it. And then again, your site is an incredible branding tool, it delivers value, more than just visuals, they'll copy the experience, the ease, the way it makes you feel can connect to a brand in a bigger way. So first and foremost, you want to make sure you understand your users and help them accomplish those goals. But additionally, you can wrap the whole thing in a brand feeling and make sure that that conveys everywhere on the site.
Tim Floyd 32:19
And the key brand takeaways is your brand is the sum total of all your experiences. Everything that you do is not one thing, it's everything. And to make sure that those experiences are aligned with each other. So beautiful landscaping, you enter a beautiful building, you get a beautiful experience, you have a beautiful website, you have beautiful branding, you have beautiful logo, all those things tie together to create a brand and a great user experience.
And lastly, your audience is the hero, you are the guide. There are a lot of companies that kind of come across as being an a big hero. We're here to say, No, you shouldn't be the hero, you should be there to help people and to lead them through this process. And they will connect to you better and more thoroughly. So the two most important elements of success of a successful organization are your logo and your website. And those two things need to be looked at constantly you your brand needs to start with greatness, a great logo, a great website.
But established brands also need to keep an eye on those things. If your logo looks old, your name or whatever, like healthcare, staffing services didn't work anymore. And your digital media, your website, all those things have to constantly be refreshed. And so there's the Listen, measure, adjust, listen, measure, adjust. And we just keep doing that over and over. Because digital ink never dries, right. And we just keep on making the brand better and better and better. So now we'll open it up for some questions. And I know you've got burning questions out there. So throw something at us and we'll do our best to see what we can do.
Farrah Hunt Thompson 34:36
Great. Thanks, Tim and Matt. Once again, if you have any questions, please submit them through using the toolbox on the right side of your screen. We're going to start off with some pre submitted questions that came in through the registration. The first one we received for you for you all, What internal stakeholders do you do all require to be in the room to start a branding project?
Tim Floyd 35:04
Well I'll jump on that first, Matt. And then you can chime in, you really need the key player, so you need the C suite involved. But also, if you're consulting at an organization, the communications team, that is key. So you want to be able to work hand in hand with the communications team, and to be able to bring it to the C suite. That way, you will not have any surprises in the end. And, and we need those people in the room as well.
Matt McDonald 35:46
And from our side of the fence, usually we get brought in to work on projects that that that is the time where you've got the hood up. And so when there's expanding and exploring new branding opportunities, it goes hand in hand with again, how do we make that work on the web. And so for us, the best people to bring involved again, in addition to all the people that Tim mentioned, are, if you have agency partners internally or externally, make sure that they're talking to each other, it's a super critical thing to have a good relationship between a brand or marketing agency and your digital or Development Agency, because then everything can work together and that the brand can shine through, especially if it's new or rebranding project. And then the web can be that sort of centerpiece for that branding exercise.
Farrah Hunt Thompson 36:34
And, and what if you can't talk directly to your users?
Matt McDonald 36:41
Sure. And that's something that we run into occasionally, where either because of regulations or the size of the group or the way that they're distributed, that you can't actually get in front of your users the way that you want to. So there's a few things that you can do in that case. So sometimes you can collect information asynchronously. So you can put together quick surveys and add them to the existing sites and the MT via email groups or things like that, you can capture information.
The other things that I typically recommending this cases go out and try to find some industry information about your customers or market, because most likely, it's out there, someone has done some sort of broad strokes, user research that can be applicable to your business. And in that case, also take a look at what the competitors and competitors in the space are doing. Because in general, you're all trying to reach the same types of users. And the opportunity to be aligned with some of the things that people are expecting to see is another good opportunity.
And then the last thing that I would do is always make sure that you check with the internal stakeholders, especially those that have been in the business for a long time. The more that you're working in a given industry, the more you tend to accumulate that information and sort of inside knowledge as to what the market looks like, what people are asking for and what their users want, because they've heard from users over the years and sort of internalize that information. So those are all, you know, from my perspective, a bunch of good ways to get information about users if you can't grab them in a room and average compensation.
Tim Floyd 38:04
Yeah, and you can always look for kind of like users, so if perhaps moms, your target market, your specific audience can't be reached, but moms can be reached. So you can use market research to moms in another state even because we are humans, and we all think along the same lines, and so that researches is invaluable as well.
Farrah Hunt Thompson 38:35
And what do you all suggest, when talking to like senior leadership, how to convince senior leadership that a brand refresh is needed?
Tim Floyd 38:48
Well, the key thing is research. You need to walk in armed with research that shows your name is in the case of healthcare staffing services only had a 15% recognition rate. And then we can show you how when you do a search for that. So all those things added together to be able to convince them that hey, you know, there is a problem, and we need to do something to fix it. And so we presented that and we presented multiple solutions to this problem, ways to work work around it or or what we needed to do. And ultimately, it was, hey, let's just rename it as painful as that was. A year later, the pain was over and actually the company sold to a much bigger company and now I mean, it's just, it was a great thing. It really, really worked out
Farrah Hunt Thompson 39:55
and what what do you recommend regarding surveys on the website to capture information on what users want. Sure. Do you recommend using that?
Matt McDonald 40:08
Yeah, absolutely. I'm a big fan of surveys in general for just about everything. I think they're a great way to asynchronously collect information. So you can always kind of like Tim mentioned, branding, never sleeps, and neither do surveys as a data collection device. My general guidance on surveys for a large user group and for not not like people like the patient advisory group where we had dedicated people that care, but in general user population is keep them short and sweet. In general, we want to understand key things. We want to understand what they're at the site to do, how easily find to use the site overall, what are the biggest problems they have with site or what they wish the site did, but it doesn't right now. So looking for opportunities and gaps and problems that you can address. And then also understanding what the site does Well, again, because if it's not broke, you don't want to fix something that users are already finding value in.
Tim Floyd 41:00
Yeah, we love surveys. And the thing is, you're going to hear some things you like, and some things you don't like. And it's the ability to take those things, and actually work on them and change things. So we don't do it just to get high fives, we want to know what the truth is. And then we work towards improvement. We'd love the high fives. But we also want to improve, so don't just do them, just to get the hi Fox.
Farrah Hunt Thompson 41:35
And with with me, video being the preferred media for today. What about the use of video on website, and website?
Matt McDonald 41:49
Sure, so video is great, because it's a super dynamic medium, and you're able to do things with video that you can't with still pictures or just stories or just copy. And so the opportunity with video is to build it in at the right places. So you're still gonna have the same issues with video where you need to capture people's attention and keep it but with the opportunity to embed video right into your site and have it serve a purpose and tell a story in a meaningful way. There are opportunities to showcase that content if it's available. Again, video is like a spice that you want to use sparingly, because it's very strong and impactful. But it can have a really strong impact on the users in terms of being able to tell that story from a website of things. You know, good job, man.
Farrah Hunt Thompson 42:39
And just a reminder, we have some great questions coming in. If you want to submit a question, you can use the toolbox on the right side of your screen. And the Another question we had was what can I do to prepare for rebrand for a rebranding project before I engage a creative or digital agency?
Tim Floyd 43:04
Yeah, that's a that's a great question. And so what we like to do as a visual audit, we would love to gather everything that you're doing, from photographs of signage, to photographs of buildings, to your print ads, your brochures, everything that we can get this, throw it all out on a table and look at it and see if you're connected or disconnected, we did this with a company and they were amazed at the number of logos that they had within their company, and how that the logos didn't always tie in with each other or look like the same company. So once you do that, it is a very good visual asset to then say, Okay, now that we have all this, where do you want to go from here? And how can we refresh it to make these things work well together. And that's kind of the way we start.
Matt McDonald 44:10
And it's largely the same thing with us. But we'll do that same exercise in a digital sense. So we'll go through and look at all the different buttons you have and all the different colors and how many fonts and different logos you have in different places in to get ready for that single cohesive rebranding exercise where we can paint everything with one set of colors, use one set of typography, you get a new logo in there. And so from a preparation standpoint, from a digital side of things, it's really to make an inventory of all the places your brand lives. So beyond just the website, what is your social presence look like from Instagram to LinkedIn, those logos are out there in different places and people are used to seeing you. And if you have are doing any sort of search engine optimization or display advertising, they may have to be reworked to fit the new brand. So really understanding all the different places your brand is digitally is the First step for us that we generally recommend.
Tim Floyd 45:04
And now we'll jump in with one more thing, you know, brands can get tired. You know, just like clothing, you know, when someone hasn't bought a new pair of khakis and 25 years, right? So those types of things, fashion and design around us, help us to know when a refresh is needed if, if a brand just looks old and tired, those those things can direct you to a refresh. So the name may be perfect. But the visual is now outdated. So sometimes we look at renaming and sometimes we just look at refreshing the brand.
Farrah Hunt Thompson 45:51
And before we close out here, I just want to make sure that after we we close, if you have any other questions, you can reach out to Matt or Tam, and that your contact information is in the slide correct at the end. the very end. Yeah, there we go. Perfect. So everybody will receive a copy of today's recording as well as the presentation. So if you have any other questions, feel free to reach out to Matt or Tim, and they'll be happy to get with you and answer those questions. I'd like to thank reason one, one more time for sponsoring today's webinar and also to Matt and Tim for providing us with such great information. And we hope that everyone has a great Fourth of July weekend this weekend. Thank you once again, guys. And there is a short survey at the end if you don't mind, taking some time to give us your feedback. Have a great afternoon. Thank you, everybody. Thanks.