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.

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!

Selecting the Right Stock Photography

Sometimes a budget is large enough to include room for in-house or commissioned photography, but other times it’s not. You know what we at HGD say to that… no problem.

We are lucky enough to live in the digital age, where thousands of talented artists from around the world shoot and upload photography that depicts anything and everything imaginable, from the general (father walking daughter down aisle) to the specific (young girl riding bike in the sunshine while smiling). There are many different websites that host and sell these images with varying quality and pricing. Upon looking through these websites, it can be easy to get overwhelmed by the magnitude of options.

Here are some tips for picking the right stock photography for you and your campaign.

  1. Know Your Brand
    • This may seem like an obvious sentiment, but it’s extremely important to remember. When selecting images for print or online materials, it’s imperative that you convey a look and feel that correlates with the brand that you’ve already established. Are you homey or corporate? Soft pastels or bold prints? Photography furthers your brand, and shouldn’t contradict what your audience has come to expect from you.
  2. Know Your Message
    • We all know the cliché… a picture is worth a thousand words; well what do you want yours to say? As soon as you make the decision to put an image out to your audience, they will be reading into what you’re trying to say with it. Think about how the image you’re selecting can be interpreted.
  3. Know Your Destination
    • Where will your image be used? Will it be the cover of your catalog or the visual component of a blog post? Knowing where your image will be used helps determine several different components of selection. First, vividness or colorfulness. If an image is being used to purely attract attention or create a mood, then it has more freedom to be more “full of life,” but if it is part of your website’s banner or will have text behind it, that needs to be considered. Second, this determines the alignment of your images. When using text or other visual components on top of your selected image, it’s generally preferred to have ones that won’t disrupt the text so that the audience won’t get distracted by the image.

Need help selecting the right photography for the job? HGD is here to assist you no matter what step of the process you may be in.

A One-of-a-kind Project

Often when we have a close relationship with a client, we are able to intuitively know that certain ideas are gems, and approach the client confidently with these concepts. Such was the case with Fabulous Frannie’s Guide to Essential Oils, a book that showcases the client’s products and addresses their customers’ questions and interests.

This project is the culmination of working side-by-side with the client on almost every facet of their marketing needs, from design to photography to blogging, for over a year. We wanted to help them make a splash, take their brand a step further, and create a signature product. Together we came up with the idea of a book that would feature product profiles and background information, as well as recipes and resources for customers to delve deeper into the world of Aromatherapy and Fabulous Frannie. We are responsible for creating this guide cover-to-cover, including photography, content and design.

Our copywriter is a certified Aromatherapist, so she can write with authority on this subject… but this book represents the collaboration of everyone at HGD, because we not only came up with the idea and wrote the content, but we also shot the photos and, of course, designed the guide itself.

We are grateful to have had so much trust bestowed on us during the creation of this truly unique project.