Monthly Archives: website design
Young web programmers looking at a screen.

Creating a User-Friendly Website

In today’s digital landscape, your website serves as the virtual front door to your business. It’s often the first point of contact for potential customers, making it essential to prioritize user-friendliness. A user-friendly website not only attracts and retains users but also enhances your credibility and conversion rates. 

Important User-Friendly Website Features to Include

These are seven practical strategies for making your website more user-friendly.

Prioritize Responsive Design

Imagine your website as a chameleon that effortlessly blends into every screen—whether it’s a smartphone, tablet, or desktop. This digital dexterity is what we call responsive design. Not only does it create a harmonious user experience, but it also earns a nod from search engines that admire mobile-friendly sites.

To implement responsive design effectively, consider using frameworks like Bootstrap or CSS Grid to create flexible layouts. Regularly test your website on various devices to ensure that it looks and functions flawlessly across the board.

Streamline Navigation

Navigating a confusing website is like going on a treasure hunt without a map. Simplify your website’s navigation with clear menus and ensure essential pages like the homepage, about us, contact, and your offerings are easy to spot.

Don’t leave your visitors hanging, be sure to include buttons at the end of each section that direct users to the next logical webpage i.e. your About Us page might include a button leading to your Leadership page. Encourage your customers to stay on the website by anticipating their journey. 

Including breadcrumb navigation can also help users find their way back to previous pages, providing a sense of direction within your website. This is important for content-heavy websites such as e-commerce.

Additionally, create a custom 404 error page with helpful links to guide users if they encounter dead ends.

Optimize Page Load Times

In the race for digital glory, speed is your friend. Research shows that even a one-second delay can lead to a significant drop in user engagement. To improve your website’s loading time:

  • Compress images and multimedia files to reduce their size.
  • Minimize HTTP requests by combining CSS and JavaScript files.
  • Leverage browser caching to store static resources locally on users’ devices.
  • Consider using Content Delivery Networks (CDNs) to distribute content from servers located closer to the user.

Tools like Google PageSpeed Insights or GTmetrix can serve as your website’s pit crew for optimizing performance.

Enhance Readability and Accessibility

Picture your website as an inclusive party where everyone’s invited. To make it accessible to all, adhere to web accessibility standards (WCAG). This means:

  • Providing alt text for images (for those with visual impairments).
  • Choosing legible fonts with sufficient contrast (so everyone can read your compelling content).
  • Implementing keyboard navigation (for those who prefer tapping keys to clicking mice).
  • Offering transcripts and captions for multimedia content (because everyone deserves a front-row seat at the video show).

Enhancing accessibility not only broadens your audience but also signals your commitment to an inclusive digital world.

Opt for Consistency in Design

Consistency in design is like having a personal stylist for your website. Create a style guide that outlines your brand’s visual identity with elements, such as colors, fonts, and layouts. Then, adhere to it across all web pages on your site. Consistency helps users navigate effortlessly, reinforces brand recognition, and signals that you’re reliable and well-put together.

Prioritize Content Clarity

Great content is like a captivating story. Skip the jargon and complex language that can confuse visitors. Use headings, subheadings, and bullet points to make your content easy to read. Additionally, ensure that your content is well-structured and logically organized to guide users through the information seamlessly.

Include a search bar on your website to help users find specific content quickly. A robust search function can be a game-changer, especially for content-rich websites.

Solicit User Feedback and Conduct Testing

Think of your users as the architects of your website’s future. Encourage them to share their thoughts through surveys or contact forms. Treat their input as the blueprint for website enhancements and use this valuable feedback to make continuous improvements.

Conduct usability testing with real users, as if you were hosting an exclusive focus group. By observing how users interact with your website, you can gain insights into areas that need improvement and make data-driven decisions to enhance user-friendliness. 

Making your website more user-friendly is not just a best practice; it’s a necessity in today’s competitive digital landscape. A user-friendly website attracts and retains visitors, boosts your brand’s reputation, and ultimately leads to higher conversions. So, roll up your sleeves, apply these practical tips, and create the ideal user-friendly website. Your audience will thank you with their continued visits, engagement, and loyalty, thus paving the way for a successful online presence.

ON Advertising Understands Good Web Design

ON Advertising is one of the top web development agencies in Phoenix with a proven track record of creating successful online presences for brands. We employ the Growth-Driven Design methodology to build and enhance your company’s digital personality and continuously optimize your website for the best results. Get in touch with us today to explore our web development services and discover how we can elevate your business’s online presence.

Two designers collaborate for mobile web design

The Best Web Design Practices in 2023

If you’re looking for a great starting point to kick off your 2023 web design journey, then you’ve come to the right place! As we all know, the world of web design is constantly evolving, and keeping up with the latest trends and techniques is crucial if you want your website to stand out from the crowd. 

Without further ado, let’s dive into the best web design practices for 2023.

Mobile-First Design

In a world where smartphones and tablets have become the primary devices for accessing the 

internet, it’s more important than ever to prioritize mobile-first design. In fact, Google’s algorithm now ranks websites based on their mobile performance, so if your site isn’t optimized for mobile, you’re in trouble.

So what does mobile-first design mean? Essentially, it means designing your website with mobile users in mind first and foremost. This includes using responsive design techniques to ensure your site looks great on any device, as well as optimizing your site’s loading speed and navigation for mobile users.

Dark Mode

Dark mode has been a hot topic in web design for the past few years, and it’s not going anywhere in 2023. In fact, more and more websites are embracing dark mode as a way to reduce eye strain and provide a sleek, modern look.

But it’s not just about aesthetics – dark mode can also help conserve battery life on mobile devices with OLED screens. So if you want to stay on top of the latest design trends, consider incorporating dark mode into your website.


Less is more in 2023, and minimalism is the name of the game when it comes to web design. This means simplifying your site’s layout, reducing clutter, and focusing on clean, easy-to-read typography.

Minimalism doesn’t mean sacrificing creativity, however – it’s all about finding the right balance between simplicity and visual appeal. By keeping your site clean and uncluttered, you can create a more enjoyable user experience and help your content stand out.


Animation has been a popular web design trend for a while now, but in 2023 it’s becoming more sophisticated than ever. From subtle micro-animations to full-blown video backgrounds, animation can be used to add depth, personality, and interactivity to your website.

But be warned – animation can also be overused, leading to slow loading times and distracting the user from the content. When using animation in your web design, make sure it serves a purpose and enhances the user experience, rather than detracting from it.


Accessibility has always been important in web design, but in 2023 it’s becoming non-negotiable. As more and more people rely on the internet to conduct their daily lives, it’s crucial that websites are designed with everyone in mind – including those with disabilities.

This means incorporating features like alt text for images, keyboard navigation, and high contrast color schemes to ensure that your site is accessible to all users. Not only is this the right thing to do, but it also helps improve your site’s search engine rankings and can broaden your audience.

By embracing mobile-first design, dark mode, minimalism, animation, and accessibility, you can create a website that not only looks great but also provides a seamless and engaging user experience. So what are you waiting for? Get out there and start designing the website of the future!

ON Advertising is One of Phoenix’s Top Advertising Agencies

ON Advertising consists of brand strategists working synergistically to develop and support successful market influence.  Our full-scale consideration of each facet of marketing and advertising operates with clear goals and objectives laid out for each client and their unique needs. 

Our team of thinkers, creatives, and observers blend their talents together to help develop a brand that works for you.  Whether you are seeking additional advertising advice for your marketing strategy or any other retail project, we can make it happen!

Contact us today to learn more about our services and how we can help your business shine!

Designer implementing website improvement on computer

The Importance of Continuous Website Improvement

In today’s digital age, having a website for your business is crucial. A website serves as the digital face of your brand and is often the first point of contact for potential customers. A well-designed website can attract and retain customers, but it’s not enough to just set up a website and leave it alone. Continuous improvement is necessary to keep your site relevant and effective. 

As one of the top ad agencies in Arizona, ON Advertising is ahead of the game in website development. Our team of experienced developers and designers collaborate to craft websites that cater to your business and customers. Read on as we dive into the importance of website improvement and how we use Growth-Driven Design (GDD) to elevate our websites. 

Why is website improvement important?

Continuous website improvement involves updating your site to keep up with changes in the market, industry trends, and customer needs. There are several reasons why continuous website improvement is important:

Improves User Experience

The user experience (UX) is critical for the success of your website. Customers are more likely to stay on your site if it is easy to navigate, loads quickly, and is visually appealing. By continuously improving your website, you can ensure that your users have a seamless and enjoyable experience, which can increase engagement and conversion rates.

Boosts SEO Rankings

Search Engine Optimization (SEO) is the process of optimizing your website to rank higher on search engine results pages (SERPs). Continuous website improvement can help improve your SEO rankings by keeping your website up-to-date with the latest best practices and industry standards. This includes optimizing your site for mobile devices, using relevant keywords, and creating high-quality content that meets the needs of your target audience.

Enhances Security

Website security is a critical issue that can impact the safety of your users and the reputation of your brand. Cyberattacks are becoming more sophisticated and frequent, and hackers are constantly finding new vulnerabilities to exploit. By continuously improving your website’s security measures, you can reduce the risk of data breaches, malware infections, and other security threats. This can help build trust with your users and protect your brand’s reputation.

Increases Conversion Rates

The ultimate goal of your website is to convert visitors into customers. Continuous website improvement can help increase conversion rates by optimizing your site for user engagement and creating a seamless customer journey. This includes improving the website’s design and layout, creating compelling calls-to-action, and using A/B testing to determine the most effective strategies for converting visitors into customers.

What is the best method for website improvement?

One approach to achieving continuous website improvement is through Growth-Driven Design (GDD), a methodology that focuses on continuous improvement to help businesses achieve their goals and drive growth. GDD is a user-centric approach that involves continuous testing, analyzing, and optimizing your website to meet the needs of your target audience.

The GDD process begins with developing a launchpad website, a basic version of your site that is designed to meet your business objectives and serve as a starting point for continuous improvement. The launchpad website is then optimized based on data-driven insights gained through continuous testing and analysis. This includes evaluating user behavior, identifying areas for improvement, and making updates to enhance the user experience, boost conversion rates, and achieve business goals.

GDD is different from traditional website design in several ways. First, it prioritizes data-driven decision-making over assumptions, meaning that every change made to the site is based on actual user data rather than guesswork. Second, it involves continuous improvement rather than a one-and-done approach, ensuring that your website is always evolving to meet the needs of your users.

Prioritizing user needs and adopting approaches such as Growth-Driven Design (GDD) can help keep your website updated with the latest industry trends and standards, enhancing user experience, improving SEO rankings, boosting security, increasing conversion rates, staying competitive, and driving growth. This ensures that your website becomes a valuable asset to your business, enabling you to achieve your objectives and drive growth.

ON Advertising Understands Good Web Design

ON Advertising is one of the top web development agencies in Phoenix with a proven track record of creating successful online presences for brands. We employ the Growth-Driven Design methodology to build and enhance your company’s digital personality and continuously optimize your website for the best results. Get in touch with us today to explore our web development services and discover how we can elevate your business’s online presence

What is the Difference Between UX and UI Design?

Websites, mobile apps, and smart home devices. Oh my! Utilizing your business’s digital presence in the most effective way is becoming more important every day. UX and UI design are at the forefront of successful technology integration. But what are these and how do they make your business’s digital interface a web-site for sore eyes?

As one of the top ad agencies in Arizona, ON Advertising is the go-to for quality services that put your business front and center of your customers. When you work with us, you’re not just receiving our creative minds and collective experience, you’re gaining a valuable partnership to increase ROI. Read our article below to learn how UX and UI design make your message stronger.

What is UI?

User Interface is the point of interaction between the user and a digital device or site. When it comes to designing a website, app, or ordering kiosk, UI considers every visual, functional, and interactive element that might be a part of a digital platform. A UI designer will think about icons, buttons, typography, color schemes, spacing, imagery, and responsive design. An effective user interface transfers the brand’s visual appeal into a digital format in a way that is consistent, coherent, and appealing.

What is UX?

User Experience or “UX” is the icing on the cake of great UI design. UX considers the customer’s needs above all else and ensures that the company creates a digital interface that meets those needs when and how the customer expects. A UX designer designs an experience, not just an interaction. They operate under the idea that any interface is always centered around the human being behind the screen. UX design includes:

  • Understanding Users: UX design requires research to understand the target audience.
  • Design Strategy: Develop the sequence of actions users take as they interact with the interface.
  • Analyzing Designs: UX continues even after a digital interface is launched by analyzing how people interact with the platform.

UX vs. UI

UX and UI constitute separate processes that each require separate tasks and understanding in order to achieve the most constructive design. A good way to compare the differences is that UX is the framework on which UI is built. UX measures and optimizes to support functionality. UI is the cosmetics and presentation that are generated based on the UX recommendations. 

Combining UX and UI Design

In the case of website design, UX and UI complement each other and make each other stronger. If your website has great UI, it might look appealing but be difficult to use. A website design with great UX might be simple to use, but terrible to look at. When it comes to your business’s online presence, having both is crucial to standing out amongst your competitors. 

For example, your new site just launched selling state-of-the-art sneakers. The text is easy to read, the color scheme is on-point, and the buttons are far enough apart that customers don’t tap the wrong shoes by mistake. That is UI. UX guarantees that the customer can search through their options and when they find the perfect pair, they can easily navigate to the checkout. 

ON Advertising Can Push Your Branding to the Next Level

To attract prospective customers, having an online presence is essential in today’s business world. By employing effective UX and UI design, you can develop a digital integration for your brand. 

As one of Arizona’s top marketing agencies, ON Advertising specializes in all things digital. By enlisting in our digital services, your brand will be represented by an online presence that looks and feels seamless to your customers.

The Original Grande logo in front of nachos and corporate characters

Client Spotlight: The Original Grande

After much anticipation and excitement, JRI Hospitality officially opened its first The Original Grande location in Salina, Kansas on February 7th, 2022. The road to get here was long, but for ON Advertising, it has been one of the most rewarding experiences. We helped JRI create a brand that would stand out to consumers for its exceptional service and commitment to providing quality food. 

For almost 30 years, ON Advertising has been one of Arizona’s top marketing agencies for our way of obtaining favorable results for our clients. We take a business-based approach in our partnerships, which means we look at the bottom-line growth for our clients. Read our blog post below to learn how we have helped JRI Hospitality launch The Original Grande and create a brand that excites its customers. 

Who Are The Original Grande?

The Original Grande is a blossoming fast-casual restaurant chain that is owned and operated by JRI Hospitality. JRI has extensive experience in managing a variety of hospitality businesses including Freddy’s Frozen Custard & Steakburgers, Chompie’s, Mokas Cafe, and the Salina Country Club. 

The Original Grande is one of their newer concepts that focus on serving affordable Mexican food with friendly service. Their menu is full of your favorites, including tacos, burritos, enchiladas, and their famous taco burger. As a new venture, they needed help creating their brand from the ground up. 

We Developed a Laid-Back Website That Builds Customers’ Appetites

One of the first things we were tasked with for The Original Grande was to create a website with personality and mouth-watering imagery. 

Mexican food is loved by all and we wanted to highlight how the restaurant welcomes any and everyone to enjoy The Original Grande menu. To achieve this, we created a brand tone of voice that is laid-back and welcoming to any and every diner craving a taste of the southwest. 

Frankie Calandra, ON Advertising’s Copywriter, explains, “when I was developing the copy for the website I looked at many different companies to see how they were presenting their Mexican food and overall business. I learned that creating a down-to-earth voice is important, especially when offering affordable menu items like The Original Grande.” He adds, “So, I incorporated fun language into the copy to show that while the restaurant takes its food seriously, they are a fun company to engage with.” 

Since the website’s launch in January, the site has received 5,000+ user visits and has no signs of slowing down. This is due to our SEO techniques, strong website copy, design, and engaging social media content.

We Use Social Media to Excite The Original Grande Fans

Speaking of social media, it’s a very important part of The Original Grande’s marketing strategy. We run the franchise’s Facebook, Twitter, and Instagram, sharing images of their menu items and informing their audience of any updates about the brand. Our strategy is simple – spread the word of The Original Grande and encourage residents of the cities they’re located to visit. 

“Facebook alone sees a high number of engagement. On average, a post will receive an engagement rate of 200.” says Michelle Berry, ON’s Director of Social Media. ”I am thrilled to see where we have taken the brand’s social. Its growth in followers and engagement has truly been exciting to watch.”

Email Marketing is Designed to Inform

One activity we just launched, now that The Original Grande is officially open, is sending out emails to people who’ve subscribed to the e-club. We are focusing our email campaigns around hiring events, location updates, limited-time offers, and more. According to our Mailchimp analytics, since our first email campaign, the brand has experienced an open rate of 40%. 

As the brand continues to grow and develop an even larger following, we anticipate this number to grow significantly.

We Created Corporate Characters That Relate to their Customers

As we began developing The Original Grande brand, we started thinking about other fast-food chains and what made them so unique. One of the biggest things we found was how businesses have a corporate character that almost mirrors the values and brand image they wish to portray.

So, we began knocking around some ideas for the brand. We came up with Señor Grande and Chico Grande. Their story goes like this:

Señor Grande, a southwestern saguaro, and his son, Chico Grande, were tired of the scorching hot Arizona summers and limited supply of water. The two decided to embark on a journey to find the perfect place to call home. They visited every state and every major city and noticed many did not have easy access to affordable Mexican cuisine.

The idea for The Original Grande was born. By prioritizing high-quality ingredients, the father-son duo made it their mission to satisfy customers’ cravings for affordable, quality Mexican food. They chose to set up shop in Kansas to entice people from all directions of the country to visit their restaurant.

Eric Garcia, ON Advertising’s Creative Director, explains what the duo represents, “It tells a humble origin story that represents the generation gap between old and new that brings authenticity to the brand. The story behind The Original Grande incorporates the company’s core values in a fun, engaging way. Additionally, we made it as simple as possible so anyone who reads Señor and Chico Grande’s journey understands what to expect when they visit one of the TOG restaurants.“

ON Advertising Are Experts in B2C Businesses

We are proud of the work we accomplished for The Original Grande and JRI Hospitality, and we are excited to continue our partnership with them. As one of the top advertising agencies in Phoenix, ON Advertising is an award-winning full-service advertising and marketing agency committed to the success of our clients — and featuring a diverse team of highly skilled professionals who are passionate about what we do. We provide our clients with award-winning services customized for each organization to ensure their brand succeeds. Contact us today to learn how ON Advertising can help you.

A man is holding his iphone with the Google Search Engine up to highlight PPC and SEO

How Do PPC and SEO Work Together?

PPC and SEO are the Batman and Robin of the digital marketing world. Why? Because the two go hand-and-hand in attracting additional website visitors, increasing your leads, and boosting your overall revenue. But, how exactly do the two work together and how can you measure their success?

As one of the top digital marketing agencies in Arizona, ON Advertising is committed to the success of our clients. When you work with us, you’re not just receiving our creative minds and collective experience, you’re gaining a valuable partnership to increase ROI. Read our article below on why PPC and SEO are needed in your digital marketing strategy.

What is SEO? 

SEO, or search engine optimization, is a digital marketing practice we use to boost the visibility of your website in relevant searches on sites like Google or Bing. It is the process by which a website is improved to rank better in searches for targeted keywords and phrases.

For example, a company that wants to improve its search engine ranking for “sustainable packaging” might use this phrase in its website components like product description, page titles, meta descriptions, and more. Additionally, website design plays a huge role in boosting the SEO score. You can get a better idea of what SEO is all about in our article here

What is PPC?

PPC, or pay-per-click advertising, refers to the advertising you see on the top and along the sides of searches on Google, Bing, and Yahoo!. It’s called pay-per-click because the companies that place them only pay for the ads when they are clicked.

PPC ads are a fairly affordable way to acquire new customers and generate leads. 

However, the cost to bid on specific words and phrases, also known as keywords, varies. Some words are just more affordable than others, while the more costly ones can cost hundreds of dollars, simply because there is so much competition for this specific word.  We’ll explain in the next section how that works.

Do PPC and SEO Affect One Another?

To put it simply, no. Having PPC ads does not directly affect your site’s ranking, and your ranking doesn’t affect your ads. While there are no SEO benefits to having PPC ads, there are other benefits that can affect how well your website performs when using both PPC and SEO.

How Do PPC and SEO Work Together?

If you’re looking to improve your website, increase your leads, and boost your revenue, launching a digital marketing strategy that incorporates PPC and SEO is key. Here is why

  • SEO + PPC = Better Search Engine Presence: As you know, improving your website with SEO gives you a better chance at ranking on the first page for one or more keywords that you are targeting. Purchasing PPC ads for that keyword allows your ad to appear near the top of the page when someone searches for that keyword. When you do both of these things for that particular keyword, you are ensuring your brand dominates the search results resulting in more valuable clicks.
  • Remarketing Campaigns Allow You to Reach Previous Visitors: So, your website ranks fairly well thanks to SEO activities. You’re drawing in a good amount of visitors but shoppers are taking a while to make up their mind on doing business with you. You can use PPC and SEO to create a remarketing campaign to bring visitors back to your site to complete their purchase at a later time.

For example, say someone wants to buy those sustainable packaging materials but wants some time to think about it. You can purchase ad space from a website in Google’s network to show them ads for those same materials at a later time. This will remind them to come back to your site and complete the purchase. 

  • PPC Lets You Test New Keywords for SEO: Building up your SEO takes a lot of time and research. There are times where you want to target a specific keyword but aren’t sure if it will be worth it in the end. One way you can test its success is by using the keyword in a PPC ad. This way you can see how popular it is and how successful it is in generating leads. 

ON Advertising Can Help Build Your Digital Marketing

To attract prospective customers, having an online presence is essential in today’s business world. By employing strategic SEO activities and creating PPC ads, you can effectively reach your target audience and generate more leads. 

As one of Arizona’s top digital marketing agencies, ON Advertising specializes in all things digital. By enlisting in our digital services, your brand will get on the first page of your favorite search engine and maximize your conversions and revenue. Sounds promising? Contact us today to get started.

ON Advertising and Peddler's Son delivering food for the canned food drive

ON Advertising Is Proud to Give Back With a Canned Food Drive

The past year has been challenging for many people across the State of Arizona. In the spirit of the holidays, ON Advertising felt it was necessary to give back to the community that needs it most. So, in partnership with Peddler’s Son, we launched a canned food drive to benefit the Harvest Compassion Center of North Phoenix. Read our article below to learn more about our canned food initiative. 

Arizona is Hungry and Needs Help

According to the Harvest Compassion Center website, 1 in 4 Arizona children and 1 in 5 adults are hungry. Arizona ranks 13th worst in the country in food hardship, with 19.2% of Arizonians not having enough money to provide food for their family throughout the year. The national food hardship rate is 17.2%.

That’s not even accounting for the hardships people have struggled with during the COVID-19 pandemic. While we were fortunate enough to have had a successful year, we knew many others haven’t, so we decided to give back.

In Partnership with Peddler’s Son, We Started a Canned Food Drive

Both companies launched a food drive to help support the Harvest Compassion Center of North Phoenix and its mission in feeding families in need. Nobody should go hungry, especially around the holidays, so our team and clients brought in nonperishable food and supplies to help keep people fed. 

Bechét Proto, an ON Advertising Account Executive and lead on this project states, “It’s such a joy to be able to collaborate with our teams in an effort that helps benefit others. In the spirit of the giving season, it’s important to acknowledge the successes we’ve had, and to be able to pay it forward is both rewarding and meaningful. When we donated food to Harvest Compassion Center, there was a line out the door. To see who we are helping makes a small project like this feel like a big difference in the community.” 

What Did We Accomplish With Our Canned Food Drive?

We are happy to share that between both ON Advertising and Peddler’s Son, the Harvest Compassion Center of North Phoenix received over 100 pounds of food and supplies. We’re extremely proud of our team and clients for stepping up this year to give back to our community.

Bechét describes the excitement of reaching our goal, “Peddler’s Son has a lot of experience in giving back to the community, and it was inspiring to us to be able to jump in and help. Even with our small team, we ended up filling all of our boxes to meet our goal. If you are willing and able to give back, I highly recommend it because it brings people together and shines light amongst any negativity that might be going on.” 

If you’d like to get involved with the Harvest Compassion Center, visit their website and reach out so you can play a part in making a difference

Looking For Help Boosting Your Marketing Activity in 2022? ON Advertising is Here.

For more than 25 years, ON Advertising has been one of Phoenix, Arizona’s premier marketing firms. Our agency is composed of a variety of professionals ranging from marketing strategists and account executives to creative video producers and graphic designers. We’re the source for marketing solutions that bring you an increase in ROI. Contact us today and learn how our team can help elevate your business. 

Square blocks lined up to read different aspects what makes up brands with personality

3 Considerations for Creating Strong Brands with Personality

Whether you’re stressfully engaging in a job interview or charming your way through a first date; first impressions are important. That same mentality is no different for companies looking to create brands with personality. It’s absolutely critical to developing a brand personality that resonates and attracts consumers to your business. But, what are some ways this can be achieved?

As one of the top ad agencies in Arizona, ON Advertising is the go-to for quality services that put your business front and center of your competition. When you work with us, you’re not just receiving our creative minds and collective experience, you’re gaining a valuable partnership to increase ROI. Read our article below to learn what goes into creating successful brands with personality.

Brands with Personality: What is it?

Brand personality is an important component for every business as it essentially encompasses the human characteristics tied to your brand. There are few questions you need to ask yourself when developing your brand tone of voice. 

  • How would your brand be perceived?
  • What age group are you trying to target?
  • What is their social class?
  • How does your brand act when compared to your competitors?

What is Your Brand’s Personality Type?

Jennifer Aaker, a researcher at Stanford, created a paper that breaks down the 5 frameworks of a brand personality. These include:

  • Sincerity: Down-to-earth, honest, wholesome, cheerful
  • Excitement: Daring, spirited, imaginative, up-to-date
  • Competence: Reliable, intelligent, successful, hardworking 
  • Sophistication: Upper class, charming, glamorous, feminine 
  • Ruggedness: Outdoorsy, tough, masculine, western

You’ll want to pick 3-5 personality traits you want to be perceived when people think of your brand. The simple framework can help you differentiate yourself from your competitors and give you a clear direction on how to create brands with personality. 

Creating Brands with Personality with Strong Messaging

Now that you’ve identified the personality type you’re trying to go for, it’s time to develop your messaging. Whether it be on your website, social media, advertising, etc., everything revolves around your messaging. Additionally, your messaging should complement your visual components. This may include:

  • What fonts you are using
  • Your logo
  • The images and videos you’re using  

Copywriting also plays a significant role in your messaging. To convey what you’re all about, you need to articulate it through website copy, ads, videos, social media graphics/captions, etc. Copywriting is what drives home brands with personality by informing and exciting target audiences about one’s brand.

Frankie Calandra, ON Advertising’s copywriter, explains, “your messaging is the lifeblood of your brand. It’s meant to highlight what you are all about and why the customer should care about you. We’re all attracted to different personalities, so it’s important to develop one for your brand to attract your audience.” He explains further, “whenever I work on website copy or an ad piece I brainstorm ways to make the client stand out. I look at what they’ve done previously, where they’d like to take their brand, and what resonates with their audience. Also, I look at what their competitors are doing. Once I’ve identified them, I jump into brainstorming mode and craft messaging unique to them.”

Successful Brands with Personality are Consistent

As previously mentioned, everything revolves around your messaging. From social media and email marketing to your website and advertising spots, your personality should be consistent across all platforms. Think about how disjointed it would be if you came off as glamorous and sophisticated on your website, while your social media is heavily masculine and tough. It just wouldn’t click and your audience would take notice.

Stay the course, stay consistent with your personality across all your marketing efforts. If your branding isn’t resonating with your target audience, it’s okay to reevaluate what your brand’s personality should be. That is why we encourage A/B testing to see what is working to develop a better course of action.

ON Advertising Creates Brands with Personality

As one of the best creative agencies in Phoenix, ON Advertising are experts in developing successful brands. Our strategic approach will expand your company’s personality and help determine the image you wish to portray to the public. ON’s team of thinkers, creatives, and observers synergize their talents to develop a brand that works for you. Contact us today to learn more about our services and how we can help your business shine.

A Copywriter brainstorming ideas for a piece of advertising

What Does a Copywriter Do and Why Do You Need One?

Go to anyone in the advertising world and they’ll tell you content is king. Look at all of the great advertisements in history, each has a unique way of connecting to the public and they transcend the idea of a “simple ad”. Instead, they become a part of a culture, even if it’s for a few days or years. A large part of its unicity is the role of the copywriter and the creative, persuasive wordplay they bring to all mediums of advertising. While it’s not entirely different from what you probably saw from Peggy Olson and Don Draper in Mad Men, the writer’s role has evolved quite a lot in the past 50 years.

At ON Advertising, we appreciate good creative. We strive to develop incredible ads that create a response with our clients’ target audience. Our creative staff is comprised of a team of video production professionals, graphic designers, and a copywriter; who specialize in making your brand stand out with memorable advertising.  Read our blog post below to learn more about what the copywriter does in an ad agency and why it is important for one’s branding. 

What is a Copywriter?

Before we get into what a copywriter does, let’s talk about what a copywriter exactly is. They’re the wordsmiths of the advertising world that turn simple messaging into exciting branding exclamations. They encourage people to act in some way with their toolbox of adjectives, verbs, and buzzwords that resonate with consumers. Additionally, they’re an important part of the creative brainstorming process by sharing ideas for video scripts, content direction, and the overall feel of a piece of advertising.

What Does a Copywriter Do?

Research… Lots and Lots of Research

For many writers, each project begins with a brief and a strenuous research process. Once the copywriter understands what the client or manager is looking for, they go deep into research.

Frankie Calandra, ON Advertising’s in-house copywriter, explains his research process, “Typically when I get a project I start with extensive research on the client and what their competitors are doing.” He continues, “then I brainstorm ways to make the client stand out from their competitors by using verbiage that might connect with their target audience.”

it’s also not uncommon for writers to use keyword research to guide them when developing website content, i.e. websites and blog posts. 

Of Course, a Copywriter is Going to Write

As you’d expect, writing is the main responsibility of the copywriter. They work in a variety of areas by brainstorming and creating engaging prose that enlists a response. Some of the most common types of copy they write include:

  • Webpages
  • Blog posts
  • Landing pages
  • Printed, radio, and video ads
  • Email marketing
  • Brand taglines
  • Product descriptions
  • And many more

Additionally, many copywriters must follow specific guidelines every time they produce copy. For example, when it comes to digital writing they must incorporate keywords into the website content and blog posts for search engine optimization (SEO) purposes

The Copywriter Collaborates with All Members of the Agency

Of course, the copywriter works very closely with other members of the creative team. It’s not uncommon for them to share ideas with the graphic designer working on the project, or go to the creative director for some guidance on a piece. Also, writers collaborate with the video production team to develop the direction of a video spot. 

While the writer may be a full-fledged member of the creative team, they work closely with all members of an ad agency. For example, they work with the accounts team quite often to better understand what the client is looking for in a project. Also, they collaborate with the social media team to ensure the brand tone of voice aligns with what is established for the client. 

Create Inspired Taglines and Engaging Content

Copywriters spend an extraordinary amount of time researching and writing headlines and content for blog posts, sales pages, website copy, and brochures. It’s fairly typical for writers to run tagline ideas to other writers, marketers, and clients to gauge how well they may be received. Depending on the feedback, they’ll refine the taglines to make them truly stand out. 

They also create content that engages the audience. One way our copywriter measures copy performance is by looking at our clients’ Google Analytics report. He explains, “there are three things that I look at after publishing a blog post or launching a website: specific page views, average time on the page, and where it ranks on the website’s popular pages.” 

This information gives Frankie and other writers an idea of how engaging the copy is for the user. As well as how enticing the headline is in attracting users to the website. So, you better believe Frankie will be spying on this blog post’s Google Analytics report to see how it performs!

Good Copy That Reflects Your Brand Image

A good advertisement is not just about colorful designs and attractive product placements. Incorporating copy into the mix, or at least considering it, is an absolute must. 

Good copy is what connects people to a brand by playing to their interests and personality. It creates a strong brand tone of voice that consumers resonate with and one they come back to ensure their favorite brands are still one of their own. It projects an image of what a company is all about and sells it to the consumer with captivating writing. 

One brand ON Advertising is particularly proud to establish its brand tone of voice is JRI Hospitality’s The Original Grande

Frankie explains his approach to developing the tone for The Original Grande, “After a lot of research and brainstorming, I geared the brand tone of voice towards a more laid-back, fun attitude to promote a more casual environment. While the restaurant chain isn’t open yet, I can’t wait to see how people react to the work we’re doing for The Original Grande.”

Make Your Brand Stand Out With ON Advertising’s Creative Services

For more than 25 years, ON Advertising has been one of Phoenix, Arizona’s premier marketing firms. Our agency is composed of a variety of professionals ranging from marketing strategists and account executives to creative video producers and graphic designers. We’re the source for marketing solutions that bring you an increase in ROI. Contact us today and learn how our team can help elevate your business today.