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Jason McAloon

Recent posts by Jason McAloon:

Create a Brand Style Guide With This Branding Checklist

by Jason McAloon, July 30, 2020

You know how important it is for potential and existing customers to feel good about your brand. Their impression of your brand creates expectations around the quality and value of your offering, and what it will feel like to use your product or service. Create positive expectations and your customers buy from your brand before they think of others in your market — that’s branding 101.

To create that kind of impression, every business needs to tell a memorable story about who they are, what they stand for, and why that’s valuable. Once you’ve got this story down, you’ve got to tell it consistently across all touchpoints to foster a clear, reliable, and strong recall of your brand story and its value.

That’s where your brand style guide comes in. It bundles up all the information and resources your internal and external teams need to represent your brand. With clear instructions on how to use all your brand assets, you can create and maintain brand consistency.

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Topics: Brand management

The Value of Visual Design in a Connected Marketing World

by Jason McAloon, January 29, 2020


In Widen’s third annual Connectivity Report, we explore how using quality visual design in marketing content can bring a human touch to the digital experiences we engage in everyday. 

Widen defines connectivity as the state of interdependence between people, objects, systems, and information. We look at visual design as the application of aesthetics that evoke an emotional response. 

Through surveys and interviews with over 300 global creative and marketing professionals, we’ve gleaned insights into how visual design can captivate audiences and power marketing connectivity — leading to a positive perception of products/services, team pride, and more traffic on core marketing channels like your website.

While words are critical to communication, visuals are the common ground that all humans understand, despite language differences. When visuals are designed in a way that beauty abounds, a problem is solved, or interpretations are made at lightning speed, then communication is accelerated.


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Topics: Creative, Marketing

Brand Assets and How to Get the Most Out of Them

by Jason McAloon, December 2, 2019

Your company’s brand is the culmination of every experience a person has with your organization. It tells the world who your company is, and what you do. It is a differentiator that identifies your products or services as distinct from others in your market. And it’s a compass for making business decisions. 

A range of elements — both tangible and intangible — contribute to a brand, including tone, voice, and visual design. And each of these elements are thoughtfully and strategically developed over time, using brand assets. 

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Topics: Brand management

A Beginner's Guide: What Is a Brand Manager?

by Jason McAloon, November 5, 2019

Business environments today are tough. Things change fast. From a new competitor on the scene to shifting market conditions, technologies, and buyer dynamics, there’s a lot that’s simply out of our control. Because of this, organizations are putting more and more emphasis on the things they can control — like their brand. 

Brand management, once a practice reserved for the Coca-Colas and Nikes of the world, is now a commonplace practice for any organization looking to win the hearts, minds, and spend of their target audiences. And, just as you see with other business priorities, it helps to put a dedicated person like a brand manager in place to ensure it succeeds. 

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Topics: Marketing, Brand management

Brand Relaunch 101: Creating a Successful Brand Rollout Plan

by Jason McAloon, September 4, 2019

For better or worse — but hopefully, for better — my fashion sense has evolved over time.  It’s changed with the times, my environment, and my purpose. 

Your brand is exactly the same. No one gets their look and feel right on the first try. It’s an evolution influenced by many factors. Including company acquisitions, updates to an organization’s purpose statement, expansion into new locations, or just the march of time. You’re slowly acquiring the pieces that make you, you and the same is true of your brand. 

That’s why it’s important to be strategic in your approach to a brand relaunch. 

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Topics: Creative, Brand management

The Ultimate Guide to Writing a Creative Brief

by Jason McAloon, June 19, 2019

Once you’ve decided on a new marketing campaign, you’ll be tempted to jump right in. Slow down! You’re missing an important first step: the creative brief. A creative brief is essential for getting all internal stakeholders on the same page before executing a project. All new creative endeavors should start with a brief, so use the tips in this guide to help you draft one that is clear, concise, and informative.

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Topics: Creative, Marketing

Why Is Brand Management Important to Marketers?

by Jason McAloon, February 5, 2019

Regardless of funding, revenues, or company size, one of the strongest differentiators an organization can have is its brand. But brand strength doesn't happen on its own. It's a competitive advantage that needs to be earned. It takes organizational self-reflection, focus, and discipline to create a brand that customers prefer over competitors. That’s why brand management is important. The brand must have rules placed around it to be easily upheld and presented appropriately. And it needs to be considerate to a quickly changing world with numerous cultural nuances.

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Topics: Brand management

Guide your creative budget with DAM data

by Jason McAloon, November 21, 2017

JL Audio is a U.S. manufacturer of high-end consumer audio products. Great presentation of their products is critical for sales, so a considerable amount of their creative budget goes to photography — high-quality photography where the lighting, props, and layout are just right. These shots are divided into tabletop “catalog product shots” and more conceptual “beauty shots.”

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Topics: Customer Stories, DAM, Content Analytics

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