Speak to Your Target Audience Without Jargon

October 12, 2016, By Jennifer Culpepper

When you create messaging or content for your potential customers, it’s easy to assume that your audience understands the context or has some background knowledge of your industry. Every industry has their own terminology and jargon that outsiders might not understand — especially when it comes to healthcare, banking or any other service-related business. Reading articles, brochures or websites can become overwhelming and intimidating. When consumers struggle to understand what your company is telling them or if the messaging seems pretentious, it may be off-putting and they might lose interest. [SEE FULL POST]

Finding Your Differentiator: Chipotle vs. Taco Bell

September 8, 2016, By Jennifer Culpepper

When branding your company or product, understanding your point of differentiation is key to creating the most successful experience for your customers. Before you begin designing your logo, website or interior space, you must understand who your brand is and to whom it speaks. Who are your customers? Why would they choose your product or service over your competitors? What makes you unique or better? Once you do some soul searching and find your key differentiators, you can begin to tell your brand story through unique messaging and visual elements that will resonate with your target audience. [SEE FULL POST]

The Gold Medals of Olympic Advertising

August 18, 2016, By Jennifer Culpepper

For two weeks, Americans become the most patriotic we’ve been since the last Olympic games. We cheer on the red, white and blue from the comfort of our couches, or root for the underdog as we shovel handfuls of potato chips into our mouths. Athleticism is awesome!

At the Peppermill office, our morning coffee talk has revolved around Olympic moments from the previous night. Not only do we talk about the reincarnated fish that is Michael Phelps, but the commercials that interrupt each sporting event. From a couch potato’s perspective, the commercials can be annoying, but perfect opportunities for a chip bowl refill or bathroom break. From a branding mindset, however, Olympic commercials offer insight to the way in which brands communicate with their potential customers. They pull at our heartstrings, make us laugh, cry, and just might make us feel inclined to run out and purchase specific products. [SEE FULL POST]