As companies grow, so must their brands. Your brand must stay fresh and current and communicate to your audiences in compelling, distinctive ways. No matter what media you are using:  traditional or new, it is important to make the investment and reinvigorate your brand every few years.  This year, we had the pleasure of creating a new brand and web site for Aliant Bank, founded in Alexander City, Alabama in 1900. The history of this Alabama bank is rich so we had a lot to work with. Take a look at aliantbank.com and you’ll see that Aliant Has What Alabama Banks On.  What does your company’s brand stand for?  Every company we work for has a fascinating story. Can we help you tell yours?

Having just launched Hip Social Spaces, a company dedicated to helping companies and web spaces stand out online, I have been intrigued by what’s going on with web start ups for some time now.  Every day, I seem to stumble across “the next big idea” on the web.  Last week it was the new design e-tailer, Fab.com, launched into the highly saturated flash deal space.  I signed up to receive Fab.com’s daily newsletter and have been pulled into this online discounted design world.  After all, I am a big fan of design and who doesn’t like a discount.  If ever there was an online early stage company that was successful, Fab.com is it.  Three months after the site’s launch, the start-up is already profitable with 600,000 members and six-figure sales days.  Fab’s ten buyers scour the world for products that fit Fab’s unique aesthetic. According to Forbes.com, the site sells everything from vintage typewriters to grenade-shaped soaps, up to a 70% discount.  “We’re crushing it,” says Jason Goldberg, founder and CEO at Fab.com.  Originally, the company projected “low double digits of millions a year.”  Now, Goldberg says, “We will do many times that.”

The site’s branded design, trendy product selections and easy navigation is refreshing and a Hip new social space worth diving into.

To read Forbes article: Fab.com is to Groupon what Facebook is to MySpace, click here.

To watch the Forbes interview with Fab.com founders, click here.

What company could be more hip and innovative than IKEA?  The IKEA Catalog has been around for more than 60 years, but this is the first time that IKEA has ever made a version available for the iPAD.  Their web site states, “With iPAD’s 1024×768 pixel resolution at 132 pixels per inch, browsing through catalog pages is truly an inspirational experience.”  But what we found to be even cooler than the iPAD app is IKEA’s new online social space and blog: The IKEA Share Space.  You don’t have to be an interior designer to love this space, just a lover of design.  It’s a place where you can share and admire rooms you like.  You can even select IKEA products to save to your wishlist!  The new IKEA social space can be found at:  www.theshare-space.com. We encourage you to take a look.

What exactly is a social space?  A social space is a physical or virtual space such as a social center, Facebook, or other gathering place where people gather and interact.  French sociologist Henri Lafebvre emphasized that in human society all “space is social:  it involves assigning more or less appropriated places to social relations…social space has thus always been a social product.”   We define a social space as an online or mobile space (such as your company’s web site, micro or mini site, blog, mobile app, or any of your social media spaces such as Facebook or Twitter).

We are excited to launch Hip Social Spaces, a social media and online marketing company founded by brand and PR consultants with solid social media experience. Research has shown that in the case of the most successful online campaigns, marketers integrated traditional marketing with social media to allow the audience to communicate with the brand and with one another, generating more involvement and interest.  As markets fragment, an integrated marketing strategy is quickly becoming the essential method to coordinate and focus efforts for greater marketing success.

The services we provide across traditional and not so traditional channels work best when integrated into a broad program.  We begin with messaging, positioning and idea formulation; we then select the tools or channels that will help you touch your customers and prospects in the most efficient and engaging way; and then we execute with measurable results.  And feel confident knowing you will be working with Hip People who are marketing and creative professionals on the top of their game.

Hip Social Spaces strategizes with companies to tell their story in social spaces and other traditional places in attention getting ways.  Please connect with us and let us help your company create an idea-driven social space like IKEA’s.  Please sign up to receive The Hip Factor blog alerts where we will be featuring other Hip social spaces.

Hip Social Spaces, Where Social Means Business.™ A social media company created by brand marketing experts with solid social media experience.  hipsocialspaces.com, a new division of hipbrandgroup.com.  @hipsocialspaces

Recent research conducted by Hubspot revealed that close to 70 percent of marketers nationwide were redesigning their web site. How often should you design your web site? The easy answer is, “more often than you think.” I tell clients to think of their web site as an ongoing process, not a product. You should constantly look for ways to improve the site and if something isn’t working, you need to revise it.

Even if you believe your site is just fine, Internet technology changes very quickly and outdated features or design can reflect badly on your product or brand. We suggest that you reevaluate your site design every three to six months. If it’s been a year since you’ve made major changes to your site, you’re past due for an evaluation. Remember we’re not just talking about a few graphics here and there. When you update your site, you need to rethink everything, including content, navigation, design, tools, search optimization and even the site’s goals and objectives. Hip Optimization Service provides a clear picture of site traffic volume, click paths through the site, what content users are most engaged with and what areas are becoming ghost towns. With these insights, we can develop an action plan that we know will bring the desired results.

As you can see, a web site redesign is not about tweaking what you already have. It involves a similar process as the initial design, but because of the historical usage data, it provides the opportunity to gain a higher return on investment. The goal should be to align the web site design with your business and marketing strategies while integrating the latest technologies. Web sites should be constantly optimized (and then evaluated) for the search engines and social networking. All web sites, at any point in time, should be easy to navigate, be functional and contain content that engages your ideal prospects and customers.

You should also consider as you plan your site renovation project, that social media and mobile are now the fastest growing online platforms. Make sure that your site takes full advantage of these sites as well. In fact, we’re prepared to help you do that.

Hip Brand Group is excited to announce a new division: Hip Social Spaces. Hip Social is dedicated to helping clients take full advantage of the growing online spaces: web, social media, mobile, digital advertising. Visit our microsite at hipsocialspaces.com to request a free online assessment.

I had the great opportunity to visit Europe recently and booked a room at The Hotel Palm Opera in Paris. The hotel’s modern design is what attracted me, but it’s how I was treated that will keep me coming back and recommending the hotel to others. On The Hotel Palm’s web site, a line stands out that could be a tagline or brand promise: “Well-being is at the heart of the Palm Opera.” Well from the moment we stepped foot into the hotel lobby, our well-being was of upmost importance. First, they allowed us to check in at 10:30 a.m. After a night spent on a train, you cannot imagine how welcoming those words were. When we had trouble with wifi, they visited our room to make sure we were able to get connected. When looking for the perfect Paris restaurant to dine at, they were there again with helpful recommendations and even made reservations for us. When we needed a cab ride to the airport, they made all the arrangements. As a brand consultant, I appreciated the hotel’s modern and bright décor which was carried out throughout the interior spaces in a very consistent manner. Rooms were decorated in a natural and pure style, with warm wood trim, some dashes of color and pure and radiant whites. All with a focus on well-being. Have you defined your company’s brand promise?

The social media landscape has changed dramatically in the last three years. In 2007, Facebook was only available to people with an .edu address, and Twitter didn’t even exist. As the drive towards usage of a new media is growing, marketers and business owners are facing a steep Web curve on how to apply new online marketing strategies. But it is important to remember that while the tools of the marketing and PR trade have changed, the skills that worked offline to help you reach customers or clients haven’t changed all that dramatically. Online success comes from thinking like a journalist and engaging as a thought leader. And at the core of your online strategy, your company’s brand must take center stage. In the past, print collateral typically told a company’s story. Today, your web site should be your communications hub and it should clearly articulate who you are, what sets you apart and why Customer A or Client B should do business with you.
Don’t get lost in the numbers.
1.97 billion. Number of Internet users worldwide. If you’re not reaching as many as you want, maybe it’s time for an assessment of your online presence. It’s important to evaluate how an online strategy can enhance the traditional marketing tools you are employing to help your business grow.

There’s an aspect of public relations that can be extremely stressful for any pr professional but a priority for any company or organization. Normally, a crisis communication plan would involve holding press conferences, sending media updates, dealing with internal communication etc. But, public relations professionals now have to consider social media with that plan. Why? Because news can spread like wildfire on the internet and it is impossible to control that message. However, you can have your message heard and make sure the truth is out there. Here are some things to consider when preparing your crisis communication strategy:

1. The minute the crisis occurs, start monitoring social networking sites. Read over conversations about the company. Find out what information or speculation is already being generated.

2. Try to have a statement or updated information related to the crisis on company’s website as quickly as possible. Depending on the duration of the crisis, try to craft a specific landing page that has updated information.

3. Via social networking sites, direct people to website for the latest information and tell them website will be updated once new information is received.

4. Don’t try to argue via online or rebuff negative comments. However, be open about the situation as much as you can be. By not responding at all, that will leave people to speculate more and form their own opinions of the situation.

5. Also, make sure all information related to crisis is comprehensive and all under one platform. It’s confusing to have multiple sites or blogs with different information. Have one website or webpage with information as well as resource links if needed.

6. Talk with your team and figure out how to address internal communication surrounding the crisis. That includes employees using Twitter, Facebook etc to share information about the situation.

7. Do not lie about the situation. If a lie is uncovered, you will have a much larger crisis on your hands.

8. This is just food for thought. Don’t stress out about trying to control the message. Instead, focus on getting the right message out there and making sure the public has the correct information.

As a brand communications consultant, I preach good graphic design. I have also always appreciated unique architectural designs. When my firm was hired to create a new brand identity and web site for an architectural firm, we ask all the right questions: why is design important to commercial buildings, residential houses, schools. Here’s how we summed it up:

What separates a building that is a place to work, from a place that inspires achievement? A place to live, from a home that breathes life into everyday moments? A space for church services into a place of praise? Buildings are more than shelter. They are the arenas in which we strive. The stage in which daily dramas play out. They have the power to expand our sense of identity, and reaffirm our ideals. Creating an architectural design is a complex process. But we begin our sketch of each building asking one simple question. How will we create THE POWER OF PLACE?

I am proud to announce that the creek side pavilion that was custom designed for our back yard won Top Honor, Residential Category, in the American Institute of Architects 2010 Design Awards, Birmingham Chapter. Designed by local architect Joe Swaika, our “creek house” as we call it has been lovingly embraced by all who visit our home. A backyard get-away for both inward reflection and connection with the tranquil wooded surroundings, the creek house consists of an interior relaxation room (screened porch) and an exterior view room (deck overlooking a creek running through our property). The structure rests high in the trees on the edge of a rock formation.

All architectural designs should start by filling in the big picture. What part will the structure play in the city, the neighborhood, the lives of those who walk through the doors? How will it draw people in and then draw the best out of those who work and live there? What we should be looking for is a beauty that inspires, a warmth that beckons, a livability that makes life less ordinary. We feel like we did our part with our little house in the woods.

Zappos.com founder Tony Hsieh believes he’s learned how to create both passion and profits which he outlines in his book, “Delivering Happiness: A Path to Profits, Passion, and Purpose,” and disperses to his company. At a time when many retailers are struggling, Zappos is thriving, thanks in part to the company’s unique company culture. In fact, the wacky world of Zappos.com was recently bought by Amazon for $1.2 billion. Everyone knows that Zappos.com has excellent customer service, but what most people don’t know is that the company’s 24 hour call center is run by a bunch of happy go lucky, half human, half magical, Zappets. I met some of the “real” Zappets including the company’s president while watching CBS Sunday Morning. I then ran across their blog which features the brand innovator’s latest TV Zappats commercials. You see, this company is one that has created a brand identity and brand promise they deliver internally, externally and across mediums. With almost 1.7 million followers on Twitter, Zappos CEO Tony Hsieh has to be one of the best marketers out there today. Now only does he understand the power of branding, but he gets that to really create an impression and attract cusotmers, you have to create a brand plan and then integrate it consistently across traditional and new media. In the case of Zappos, CEO Hsieh decided early on that in order to sell shoes over the internet, Zappos would have to be known for delivering the ultimate in customer service. Zappos delivers on that brand promise every single day. I encourage you to google Zappos and read the number of good articles online that document the story of Zappos.com. I know I sure learned a lot.

To watch the Zappets TV commercials, click here.

To watch the CBS Sunday Morning June 6, 2010 segment on Zappos, click here.

The consumer’s relationship with brands is evolving quickly. What once was very one-sided and close-ended has become a two-way conversation. The most clever of marketers realize they must reach an audience where they are. And increasingly, that touch is happening online. Not just a source of information, sites that belong to this growing class called infotainment are capturing attention. They are engaging the people that buy and will buy their products. They are offering something of value, while building brand allegiance via humor, music, stories, recipes…you name it. And some are doing it very well. There is much to be learned from these companies who are reaching out, to pull people in.

While social media is growing at light speed, a company’s brand should drive those efforts…it should inspire them in a natural way, faithful to its core. Without it, we risk becoming yet another lost voice in the crowded social media space of “hey, look at me”.

Take a look: newcastlebrown.com

While I had an opportunity to get acquainted with the new iPad recently, I looked especially at a few media applications like USA Today, Men’s Health, and NPR.

The new multi-media experience includes sharper images, additional direct content related to the story at just a tap of a finger, and high-definition video options.

As I read story after story, it had hit me that this new technology could ultimately change content from a PR perspective as well. Not only do we have to consider what’s a newsworthy angle for a potential pitch but also how that story would be configured to devices like the iPhone and the iPad.

In the process of crafting a story idea for a company or client, do we need to also look at visual tools to accompany that potential story? For example, a pitch on a specific fitness-training story could include video of short workout demonstrations that can be uploaded alongside the content. Or should other kinds of tools that will make the story a more multi-media experience be considered? While the media aren’t obligated in any way to use these tools, could they be an additional resource? Do PR professionals need to start thinking more 3-D when it comes to campaigns & storytelling?

It’s your true story. Your mission statement. A flagship for a better future. It should inform, persuade and sell. Make it memorable. Make it worthwhile. Enjoy doing it.

Yes, an Annual Report’s main purpose in a nutshell is a document which shows how a company is doing financially. But smart companies also design it to be used as a marketing tool and as a piece regarding company direction that can be conveyed to prospective clients. It can be a time to showcase company history, product trends and those people within the organization who are carrying out the mission of the organization. However, with changing legalities shaping the reporting environment, it’s easy to get wrapped up in the complexities and forget the need for your annual report to communicate effectively. Read rest of story…

So, it got me thinking about what Stevie Nicks has done in her career. I stake my claim that she is the most talented female vocalist..well…ever. With one possible exception, being Ella Fitzgerald. Watch a previously unreleased song here.

Her story, and the work she has done in partnership with Target, is inspiring on an emotional level, as well as its commercial value. It demonstrates how smart design can make an enormous impact. Read about what she is doing.

Only a year ago, I would say to someone “I am working at Panera Bread”, and it was assumed I was behind the counter serving pastries. I say the same thing now, and people understand that I am working on my laptop, sipping Diet Coke and doing business. The world has changed. And the change happened quickly and dramatically.

It’s now almost impossible to find a plug in this place. At odd times, such as 3:18 in the afternoon, the first seats to go are the ones next to a plug. Grandmothers on iphones, teenagers on laptops and seasoned executives on Facebook point to how quickly the landscape is changing, and where and how customers touch information. Increasingly, marketers and producers of communications must adapt. And that’s not a one time gig. In this new landscape, it’s sink or swim. And the opportunities for innovative thinking are endless.

See the video here.

CNN is no longer your traditional newsroom. The media giant has embraced emerging technologies and the new world of social media. This week’s @journchat featured live chats with Sarah Evans and CNN news and digital representatives. Watch the chat on ustream and meet lots of Hip CNN folks and get their twitter contact information and great PR and social media tips. If your company is interesting in starting a social business program, this is a great resource for future news. Instead of CNN just shooting news at you, you can now shoot news to them.

Watch the video here: http://www.webdesignlunch.com/page/2/

While the world around us is changing and new communications channels are emerging, one thing hasn’t changed: nothing compares to a good old-fashioned face-to-face conversation. We begin each client relationship by asking one simple question: what will ease our client’s pain? Not enough online sales? What steps can we take to solve that problem. High customer churn? What strategy will make customers stay. Better solutions come from asking better questions.

Click here to set up a marketing consultation over a cup of coffee.

It’s about making them more meaningful, useful and engaging. It’s about improving communication and capturing hearts and minds. HipBrand is a collective team of creative talent with varied expertise and a passion for making a difference in the lives of our clients, families and partners. Like a recent fundraising project for Children’s Hospital of Alabama. Read rest of story…

As adults, we sometimes lose touch with something that is hugely important to our personal and professional growth: discovery and exploration, otherwise known as play. We know that children learn through play. In our early developmental years, we come to understand the idea of gravity by dropping our mac and cheese on the kitchen floor. When my son screams or says something designed to be provocative, then studies my facial expression and its reaction, he is mastering the concept of cause and effect. As the active toddler throws a toy across the room, she begins to understand and harness her strength. But of course she doesn’t approach it that way. Her approach is this: “Weeeeeeeee”. Read rest of story…

I’ve been an entrepreneur for the better part of 28 years, starting when I was 10, selling refurbished golf balls. I have also been an employee for much of that time. So, I have plenty of experience in both mind sets to weigh against each other, and to glean some perspective from it. I have noticed something in myself that I imagine many other people experience. In some work cultures, I thrive as an independent, self-motivated thinker. In others, I slowly become acclimated to the larger, somewhat immovable and established environment. That is to say, after a certain amount of time spent in some jobs, I become better at what I do because of the influence of the culture around me. In others, I feel less and less valuable, having unwillingly fallen victim to the unspoken rules and risks associated with taking chances and thinking outside the box. I would say it depends on the place. But one thing is clear to me. When I am working for myself, as I am now, I grow quickly and significantly. Every time.