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Copywriting on Any Budget

Everything is copy.

No, I’m not talking about the 2015 documentary about the late, great Nora Ephron*, but rather the fact that everything contains a message, whether written or visual.

When starting a project, one of the most important steps is determining what copy you will need.

Here are some factors to consider…

  1. Basics: What information does the end-user (client/customer/government) need in order to understand your message? You want them (the customer) coming back for more of whatever you provide, not left wondering what exactly that may be. So, make sure you not only have all the important stuff, but that it is clear as well.
  2. Space: How much room do you have? Depending on the platform, you can sometimes get creative by including inserts, links or other inventive measures to provide more information. (We love coming up with fun new ideas!)
  3. Extras: This includes “nonstandard” copy such as blogs and email blasts. Although they aren’t part of the packaging/marketing copy, they are a pivotal part of new marketing. These platforms have the power to attract visitors when connected to social media and keep current customers coming back for more.

Once you’ve determined what copy you are providing, you need to determine who will research, compose and review the material. The decision to have this done in-house or by an outside agency is often determined by available personnel and budget. At HGD we provide the whole spectrum of copywriting and editing—from simple line editing before design and release, to the whole writing process. We have done everything from composing catalog copy from scratch to line-editing “About Us” pages.

Whatever your needs, we can help make sure that you get your message across clearly.

—Isabel Corona, Social Media and Content Writer at HGD

*A must-watch by the way.

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TED Talk: Taking Inspiration from Mess

Creating something good out of a mess can be difficult… but the advantages to our problem-solving are immense.

In this TED Talk, Tim Harford tells the unusual story behind the best-selling solo piano and Jazz album of all time. The artist, Keith Jarrett, created a breath-taking experience, one that is still being enjoyed some 41 years later, out of a less than ideal situation.

What we can learn from Jarrett’s performance, and the other examples Harford provides in his speech, is that approaching a problem from a different angle has unforeseen and often extraordinary consequences. Stepping out of our comfort zone can do wonders for our work!

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What’s in a name? Branding, Rebranding and Brand Refresh

Your name and logo are, generally speaking, the first things people see and associate with your business. But they are only a small part of a Brand.

Branding is the process of creating a visual identity (logo, images, graphics, color palette) and a written identity (tag line, body copy, messaging, marketing catch words, language) that should be memorable or identifiable to the public. Branding is your company’s public “face,” or how it is seen, judged and considered. Because of this, it is important to incorporate your company’s goals, culture and other main message into the branding. Your brand should encompass who your company is and what sets you apart from your competition.

Rebranding can be seen as creating an entirely new identity for your business. Sometimes change is necessary, and this is a great way to reinvent yourself. This process generally incorporates a completely new design and messaging to alleviate any disconnect that has developed over time. Although this process is often used by companies experiencing public relations issues, that is not always the case. Ownership changes. Audience changes. Times change. A company sets a new course. Whatever the reason, Rebranding is a great option for brands looking to start a new chapter.

A Brand Refresh is different from Rebranding in that it updates a brand that is already successful, and takes it up a notch by refining it. You maintain visual connection to the previous design, while creating one that is more representative of your present messaging. This can mean simply changing colors, refining the logo, adding messaging or tightening the overall visual face.

No matter if you are looking for Branding, Rebranding or a Brand Refresh, HGD has qualified designers and writers to assist you at any point in the process. Whether you are still trying to piece together the perfect name that is vibrant and sentimental, deciding on a color scheme, or refining your current logo, we are here for you!