What if I told you that there’s a new tool on the market that could revolutionize your SEO efforts? It’s called ChatGPT, and it uses artificial intelligence to help you get an answer to all of your problems. Sounds too good to be true, right?‍

We all know that Google’s algorithms are constantly changing, with its core updates and technical improvements. Buuut, we figured that Google didn’t see ChatGPT coming, at least as a threat. Will it change something? Will those two coexist in peace, or is there a digital war on the horizon? We hope not; we had enough wars this year… anyways, let’s dig in!

What is ChatGPT?

ChatGPT is a free Artificial Intelligence tool developed by OpenAI and released in 2022 that answers every question and can even write some code. You can ask pretty much anything through the chat and get a correct answer. (That’s why it’s impressive.) For example, “Will my son get to Harvard? Will I be rich? Will my wife still look good after 30 years of marriage?” Well… maybe not those ones, but questions like “What’s the economic situation of the United States? Who is Mickael Jackson? Write me an essay of 1500 words on Branding.” Things like that. (Please don’t ask about the couscous recipe of your grandma on ChatGPT, that’s a secret!)

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How could ChatGPT threaten Google?

Recently, ChatGPT has been making a bit of noise in the tech world. (It’s just all over the news and in your Instagram feed; who else is spammed by AI reels all day? Leave a comment) Dubbed “the chatbot that could outsmart Google,” ChatGPT definitely seems like it packs a punch! After all, this chatbot can search through large databases and provide users with the exact information they need. While Google may be shaking in its servers right now, this AI-based tool has yet to be tested with the same complexity and precision as Google. However, if ChatGPT is effective at its job, it could potentially launch an assault against Google’s domination of the search engine market. Only time will tell how successful this bot will be against one of the biggest names in tech.‍

What truly intrigued us is that ChatGPT has the power to give a direct and correct answer to a specific question. Whatever you’re looking for, you’ll get just a single answer, almost like in mathematics. At the same time, Google would refer us to a few different websites to provide a few other solutions. Here, we need to remember that most of the queries on Google are questions and long ones! For example, sometimes we look for a “branding agency in Tel Aviv,” but most of the time, we look instead for “what does a branding agency do?” or “what are the services of a digital marketing agency?”.‍

Google has a clear interest in listing as many websites as possible on its platform because its revenues come from Advertising. Meaning as much competition you have, as many chances you get to have people paying to be Number 1. So, if we follow the same logic, Google can’t really give just one answer.‍

On the other side, the AI tool from OpenAI promotes efficiency by answering your need directly. But does it mean that ChatGPT will become the new Google when answering a specific question?

To respond, Google invested $300mn in artificial intelligence startup Anthropic.

Google invested one of the most significant amounts of money in a long time in a new generative content startup. So yes, we didn’t predict it; we just read the news. So yes, Ai will be at the center of all investment, and more than that, jobs and freelancers’ jobs will have to evolve or get replaced if Ai becomes soon as good as a human. This is still far from happening, but it genuinely asks, “How can we work with Ai or leave Ai to do the dumbest task in our projects.” (We personally dream of the day we’ll ask Ai to bring us a double cappuccino with soy milk, one sweetener, and cinnamon.)‍

But we read between the lines and understand that if Google is going in this direction, it’s not because ChatGPT is the new it girl but mainly because it changes how we access information.

The danger of using ChatGPT or Ai tools for your SEO articles

ChatGPT may seem like an enticing, very charming, and easy way to get more content for your blog by just asking him to write a lengthy article on a specific topic, but Google can recognize AI-written content (hehe, you haven’t seen this one coming, didn’t you?!) Yes, Google is the big brother!! But that, we already know, of course! So blog posts generated by AI, like Jasper, even if they brand themselves as “the latest trendy tool to write wonderful SEO articles,” won’t help your SEO. That’s such a shame when you just clicked on a few buttons to have a very long and funny article written when people like us, on the other hand, take 2 hours to write a f****** article, arghhhh. Google only rewards websites that use human-written content. So if you want to rank higher in Google searches, you need to ensure that you have a human touch in what you produce. Not only will this create better user experience elements, but Google will also prioritize results with the human touch. So don’t be tempted by ChatGPT to boost your SEO — it’s a recipe for disaster! And if you lose track, as we did, no worries, your website won’t fall from the first position in 2 weeks! It’s just like your diet; just get back on track as soon as you can!‍

That’s all, my dear folks; we hope this article was a bit, just a tiny bit interesting. If you’re worried about your future SEO being taken over by this awful ChatGPT, send us a message, we’ll send some robots destroying the platform!‍

Cheers! 😚

UX/UI design trends are constantly changing, and it could be hard to keep up at times. Thanks to new tools like Webflow, we are much more free to experience new possibilities in web design, which gets us really excited for the future. As a marketing and branding agency, we keep questioning those trends. Are they safe to follow? Should we follow trends? Or should we step up? Here is our analysis.

Trend #1: Fewer Images in Heroes

The Heroe area on your website refers to the area in web design located on the top section. Minimalism is sometimes crucial when it comes to design at times. Too many striking images can overwhelm the viewer right off the bat and make them not want to continue on your website. We noticed that many designers use abstract illustration in the heroes section, which seems pretty interesting. Naturally, it allows visitors to think by themselves and have their own interpretation of your company. Curious, they would scroll down to know more and discover what you do.

This trend is both surprising and interesting as we would naturally expect a first section of a website to directly display all of the information, at least the most important one. Here, designers are playing with a bit of mystery, and we kind of like the dynamic here.

A website created by the company x garden uses typography, color, and shape to create a solid and distinct corporate identity. The image they use is light on the eyes and interactive when touched, and all you want to do is interact with the website to see what happens to the graphic.

Positive aspect: drags the attention to what matters most: the activity of the company and creates an interaction with the visitor.

Negative aspect: looks a bit impersonal if not well executed.

Trend #2: Oversized Typography

Large typefaces are one of the most prominent web design trends right now — the greater the lettering size, the better. We know that using different sizes of typography creates a hierarchy of information. Basically, the designer decides which information to highlight and why. As far as SEO purposes are concerned, a picture can be heavy in terms of weight and lowers your page’s speed, so using more typography as a design element can be an alternative. (It’s even a plus if you use Google’s fonts)

Designing typography is mathematics, geometry, balance, and inspiration. Although choosing typography could seem so simple for everybody, it is way more complicated. Most fonts would take its inspiration from a retro, bauhaus, contemporary, modern, minimalist, art movement. By selecting a specific one, you bring a whole atmosphere to the design. That’s why some designers would mix some typography together, to find the right balance. In the end, you choose the message you want to convey.

A website made by Antara Studios is a great illustration. They have their catchphrase written in big typography in the middle, giving us an idea of what they do from the first glimpse of their website. The hierarchy of the elements creates a functional reading. Great execution!

Positive aspect: Again, we focus directly on what they do.

Negative aspect: Be careful about trends as it can spread really quickly and it won’t differentiate your design from others.

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Trend #3: Line Work

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Line work is a trend that is both modern and retro in some aspects. Designers can use lines to divide sections, headers, paragraphs, and product galleries or construct a dynamic grid that spans the entire page. It organizes the viewer to direct their eyes on something specific.
While organizing your elements can be tough, it seems that this trend solves all our problems. By simply using grids and lines, a designer could naturally organize his layout. But wait; this trend can be overwhelming. An essential part of design is spacing and breathing. We can easily elevate a design by simply creating some spacing between elements. Space doesn’t mean white spaces, it means creating the right balance between elements to organize the lecture. That being said, this trend seems to voluntarily pack all the information together, which is interesting because you get all the infos at once, buuuut, also, it bothers the eyes. Again, it’s just a matter of finding the right balance.

Breef created a website using thin lines combined with lighter typefaces and illustrative design elements. The entire feel is casual, in a grown-up millennial kind of way, thanks to the subdued color palette and strikethrough mouseover function. This website has a lot of information to convey, and the text stands out because of the clear section divisions, images, and a simple background.

Positive aspect: Interesting way of executing sections; we have an overall feeling of organization which can be translated to the general perception of the company.

Negative aspect: can seem overwhelming as we never let the lecture breathe.

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Trend #4: Virtual reality

Virtual reality, at its best, will make web browsing both immersive and physical. Instead of pinning wedding dresses to a Pinterest board, customers can browse virtual shops packed with various gowns. Customers can try them on with avatars and choose to have them delivered the next day. The possibilities are limitless and apply to almost any industry.

WebVR can take users to places and activities that they might not otherwise experience in real life. During this covid-19 period, we are farther apart than ever and crave that closeness to one another. WebVR is needed to regain that closeness by reconnecting through the digital world.

Skolkovo Business created an epic website with WebVR for their new building project. It is entirely interactive, allowing you to turn and shift the model with a slick mouse shadowing effect. We all have that little kid inside us that wants to touch and play with things that we could turn, move and zoom into, and WebVR is a great way to feed that need and bring traffic to your website.

Positive aspect: create a whole immersive experience while waking up our inner playful kid.

Negative aspect: if the design is not perfectly executed, it will be a flop.

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Trend #5: Animated Illustrations

More companies are integrating animation on their websites and mobile platforms to improve user engagement and experience and make content more fascinating and fun. Mixed-style animation, which combines stop-motion and 3D, 2D, and 3D animation, is becoming increasingly popular. Designers do it to get unexpected stylistic solutions and to increase the end product’s quality. Without it, your product will most likely appear unfinished and bland next year.

What will be the best way to use online animation in 2022?‍

To create a story

Animation can convey a message by establishing an emotional connection between the user and the interface.‍

To make loading more enjoyable

‍No one expects customers to wait. Unless the loading screen is entertaining, the animation draws the user’s attention with percentages, but they are also informed about how long it will take to load a page.

According to Statista, the global animation market will be worth $270 billion in 2020. Video is becoming more popular than static content, both on social media and advertisements. Animated graphics have the undeniable advantage of being extremely versatile and adaptable.

Trend #6: Mobile-First

The mobile-first strategy starts with the smallest screen and works its way up. Designing for additional devices will be easier once the mobile layout is done because you have already created the heart of your UX. Because mobile has the most constraints, such as screen size and bandwidth, designing within these constraints compels you to prioritize content ruthlessly.

How Mobile-First affects SEO?

In March 2018, Google stated that it would begin indexing all websites using the Mobile-First Index. Mobile-first indexing implies that Google will index and rank pages based on their mobile versions to help their primarily mobile users find what they’re looking for. As a result, every piece of content seen in a Google search result will be mobile-friendly.

The elegant mobile website of Apple designs its website in a way that is both visually and verbally consistent with Apple’s brand identity. The one-column design adheres to best practices such as contrasting colors, white space, legible fonts, and high-quality graphics.

Each product or service is given the same amount of space in a box dedicated to its content. When the main nav menu is viewed, it displays various primary landing pages on a stylish black background.

To get to know more about the best marketing practices, consult our journal: https://www.thebract.com/journal

So what exactly is an NFT?

NFT stands for Non-Fungible tokens. NFTs indicate ownership of unique items. They can only have one owner at a time, and the Ethereum blockchain protects them. No one can mess with the record of ownership or copy it into a new NFT. The original owner of the NFT gets royalties every time it’s sold and passed on to someone new.

On the other hand, Fungible tokens can be exchanged because their value defines them rather than their unique properties. For example, a bitcoin is fungible because you can trade one for another bitcoin, and you’ll have precisely the same thing in the end.

A problem on the internet today is that the more everything becomes digital, the more there is a need for ownership protection. NFTs are here to solve that problem. Now, we can understand why digital artists are stoked about this invention. They feel way more secure now that their creative creations can be protected, allowing them to be paid a fair price for their hard work.

Why do brands need to create NFTs?

Brands are embracing NFTs to improve their offerings and stay ahead of the curve in technology. They find NFTs to be a winning technique for diversifying their income and attracting new clients. They feel it creates a special relationship between a company and its consumer.

NFTs feed the two foundational pillars of marketing strategy:

1. New storytelling opportunities
2. Interaction with the consumer‍

With NFTs, you can:

• give a unique brand identity
• increase brand awareness by advertising about it on diverse channels.
• encourage interaction with a new younger target.
• create interest in your brand and product with a different approach.
• improve your overall user experience by offering a playful, more diverse brand experience.

How brands are leading to innovation

Brand innovation fosters new ideas, inspires creativity, and aids marketing departments in moving their companies forward. Marketers may successfully and sustainably advance innovation with adequate planning.

Businesses can promote the perception that they make pioneering products by showcasing innovation to consumers. As a result, the corporation may build a customer’s sense of reliability and that their revolutionary work benefits consumers personally.

Through psychologist research we have found that the way brands give off new ideas is a key motivation for consumers. Brand innovation is a crucial element of marketing strategy to empathize their products’ value and unique traits.Brands that are Using NFTS

Brands that are Using NFTS

Dolce and Gabbana

Dolce & Gabbana offered an NFT collection of nine pieces of clothing and jewelry, which are said to have brought in 6.6 million euros.‍

Mcdonald’s: McNFT

McDonald’s continues to make the McRib’s return to menus a memorable affair. The McNFT, the fast-food giant’s first NFT for the US market, accompanied the sandwich’s most recent comeback. The non-fungible token looks like a collectible card with McRib’s image as the focus and only costs a retweet! McDonald’s chose ten fans out of over 95,000 who entered the competition to receive one of ten unique McNFTs.

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Bacardi: Music Liberates Music

Music NFTs provide a unique revenue opportunity. Owners of music NFTs are progressively receiving a percentage of the track’s streaming royalties as part of a growing trend in crypto-based music marketing. Bacardi started a campaign that addressed the issue of the gender gap that there is among producers, with women only accounting for 2%. The alcohol company teamed up with three up-and-coming female producers to market original songs as NFTs. The creators have already received almost $115,000 from the campaign.

Warner Brothers: “Matrix” avatars

Warner Bros. partnered up with social NFT platform Nifty’s to offer 100,000 unique avatars NFTs for $50 apiece in honor of the upcoming film “The Matrix Resurrections.” Starting November 30th, the avatars will be available in their most basic form. They will be handed out at random and hyper-realistic animated beings, who have become lost in The Matrix. Standard avatars will be offered to take either a blue or red pill two weeks later. It will transform the character into a resistance fighter with new outfits, accessories, and hairstyles.

Will the metaverse be our new social media?

The metaverse is a virtual universe made up of virtual reality, augmented reality, and video. It’s a place where everyone will have an Avatar with a 3D experience of playing, creating, gaming, or exploiting.

We know we need to pay close attention to this new trend because companies like Google, Microsoft, Facebook, and Snapchat are all about it at the moment. They all talk about how this is the future and predict that it will become a non-negotiable for all brands.

We already see Snapchat diving into the metaverse with its recent launch of fashion-forward Bitmojis. You can do things like dressing them with a specific brand and many other actions.

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Facebook created facebook horizon where you can make an avatar as well. You can visit different worlds that are built around specific interests and topics.

If We are already seeing two major companies going into the metaverse we can assume that it will be crucial for the future of social media.

So, how can marketers prepare for this?

1. Just like people had to adapt to the internet back in the day, marketers will change and adapt to the world of the metaverse.
2. Brands will need to develop new branding strategies in three dimensions and process technology way faster.
3. Brands will also have to think of unique communication methods to connect with their audience.

SEO and the Metaverse?

In the past, for marketers to get the most activity online, they had to adapt to optimization, to get found in search engines. Now, they have to start thinking about how to be found in the metaverse. Going back to the basics of SEO, we know that we have to choose a strategic keyword if we want to be seen. So, having a ”metaverse” product or headline will help get found in social channels and search engines

We have seen an endless number of marketing opportunities for brands when it comes to NFT. It’s a whole new part of the digital world economy and the exciting future of the metaverse! More and more brands are joining the trend and reaping the benefits.

To get to know more about marketing strategies and tactics, consult our journal: https://www.thebract.com/journal

Not as easy as it looks.

There’s a way to write, and then there’s a way to register in order to boost your website’s rank on Google and move from page 3 to page 1 in less than two months. Trust us; we did it.

Writing on any given topic and skewing your writing habits to incorporate specific keywords (that can frequently have nothing to do with the topic at hand) has proven to be complicated. And when writing is not your strong suit, it’s incredibly discouraging.

The thing is, though, you can improve. You just have to try. Hours of research as well as trial and error are what seem to work best. Write five articles; if you see no difference in your site’s analytics, change your approach. Also, ask questions!

One of the harsh realities of SEO is the constantly changing algorithm of Google. It’s hard enough to have to write about multiple things all at once frequently, but you also have to account for whether or not Google will actually recognize it.

The most taxing part, however, is writing for SEO and not for passion. Sometimes you just have to spew informative content to share something valuable to the public while incorporating the necessary keywords at that time. However, when you can come up with topics that can be personal, passionate, professional, and helpful to your site’s exposure… Well, then you’ve peaked.

What is SEO?

So, to put it plainly, it’s Search Engine Optimization.

But to put it complexly, it’s the act of strategically organizing every piece of writing within a page, website, or post to rank on search engines and gain more clicks.

Google seems to be one the most important companies in the world. You can imagine that if a product or service helps absolutely everyone finds exactly what they’re looking for and knows everything about everything in just one click, they must be a profound company. But you? You better be there, and you better be on page number one.

Here’s the thing, how do you get to being number one? Let’s be honest, how many of us actually make it past page 1 on Google? Perhaps the most stubborn ones do. But those are the same ones who look at a menu over and over again, just to order the first thing they see.

So, start with this: identify what keywords pertain to your site, your business, your brands, etc. For example, if you sell marketing services, your most beneficial keywords would be digital marketing, website creation, advertising on social media, etc. Indirect keywords that would bring many users to your site would include branding services, visual identity, branding agency, communication agency, etc.

The words don’t necessarily have to be directly related to your product or service. Still, those searching in a nearby ‘area’ and who could benefit from your company should definitely be able to find you.

So, once you tell Google what you’re doing and how you’re doing it, what can you do to appear more human?

Well, first of all, Google bots are way more intelligent than you can ever imagine.

From one blog post to another, they can easily spot if there was a real human being writing with their heart or if it was just an SEO freelancer found online.

We advise you to talk about yourself! Don’t hesitate to have your own writing touch, your own way of expressing yourself. We don’t mean showing pictures of your kids on the beach…no. We simply encourage sometimes getting a bit more personal. One thing, though: definitely avoid talking about politics, we did research, and the results aren’t pretty. But inspiring people, sharing your ideas and knowledge with care will always be rewarding. Naturally, people will spend more time on your website, and Google will appreciate it. (Familiar with the Bounce Rate concept?)

So, if everyone fights to achieve the same thing, how can you be the first to get it and do it the best?

First, think strategically.

What are you selling? Again, what are YOU selling?

Most of us think that we’re unique and that our fantastic product will naturally attract many clients because (duh) we’re lovely, and we’ll be successful because our mum kept telling us so. Well, try to rank on Google, and you’ll see that they’re were a lot of other Jewish mothers telling their child the same thing.

But you, as a human being, have something different than your neighbor. You really do. And it isn’t your sales skills, your fabulous taste in architecture, or the way you built your revolutionary startup, etc. You have competitors as long as you’re not Dale Carnegie, Bjarke Ingels, or Jeff Bezos.

Google rewards humans. So, be human.

Clean Code & Page Speed

Let’s get even more technical.

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Technical! Local! On-Page! Off-Page! Oh my!

Technical and Off-page SEO is more ‘behind the scenes’ SEO. They take place in the backend of a website or publication and ensure that the code that makes up your site is also filled with keywords. Google’s little minions (a.k.a. bots) crawl all over your website, in both the back and front, to identify what you’re all about and decide where to place you. If your code is clean, and your website is lighter, you’ll rank highly on Google. And if your code isn’t super clean, well, then enjoy the 6th page of Google!

Here we’re talking about:

• “Hn”: the way you use your H1, H2, H3 properly. H1 stands out for titles, H2 stands for a description or your titles, H3 stands for keywords… but don’t worry, good developers know how to use it, at least we do!
• How you build your website, how heavy the Javascript is, how many useless divs you use… don’t worry we know how to do it properly.
• The weight of every element: make sure to reduce the weight of all your images as much as possible, use the proper files such as SVG instead of heavy jpegs, gif instead of full-frame videos, etc…
• If you want to see exactly what to improve: Google Page Speed is super helpful, but doesn’t seem to be taken into consideration as much as it used to be in terms of ranking.‍

Local SEO targets your competitors in your physical area. Optimizing this aspect can lead to being the most successful in your area. If you start there, you can continue going up! Localizing your SEO can help build a community around your business, and this creates loyal customers for life. That also works with creating a Google My Business page! Good reviews will improve your ranking!

Last but not least, On-page SEO. The ‘stuff’ everyone sees. Every word on every page is visible to the public. So make sure you make every word count. Yes, SEO is really important but your visitor is more important. Make sure to create a website they will enjoy, and come back to get some more!

How to do it, and do it well.

We use tools such as Adwords, Google Trends & Google Search Console to identify which keywords are the most pertinent to our company. Depending on our goal, and potential blog post topic, at the time, we curate our vocabulary to what we need the most. Semrush is a great and more expensive tool if you’re ready to splurge, but, to be honest, when you know your field, your competitors and your target audience, you don’t really need it.

In order to move from page 3 to page 1 in such a short period of time, we had to ideate, write and publish multiple blog posts per week, and they all had to be planned out strategically in order for Google to recognize who we are.

To pop up as the second option when someone searches for a communication agency we had to write several articles about communication and incorporate every keyword associated with it, while simultaneously writing quality and comprehensible content. Our goal now is to be at the top, of course!

But our main objective is to provide interesting, and above all else, helpful content.

Did you make it all the way here? Amazing! We’re always available to answer any questions you may have, you can use our chat right here on the website!

SEO for Ecommerce is already available.

Stay tuned, Part 2 is coming. 😉

Already refusing to refer to herself as an entrepreneur due to lack of experience and knowledge, Sahar Hashemi was in for a surprise when trying to get a loan from her bank to open her first coffee shop. Out of the forty banks that she contacted, only twenty gave her interviews. Out of these twenty, only one gave her the loan. But in the end, all it takes is one, right?

One good idea, one moment to impress someone, one moment to pitch your idea, and one person to help your dream come true.

Despite all of the roadblocks and obstacles Hashemi faced, she didn’t give up. She started her business in the face of rejection and still persevered.

It’s going to occur.

In any scenario you face in life, there are going to be people who don’t like you or your ideas, your branding, or your website, and they’re going to tell you so. But how you react in these situations is what truly defines you as an individual.

If you’re a designer, there are going to be people who don’t like what you create, but that doesn’t mean it’s bad. It means it’s not for them.

If you’re a business owner, your product or service may not appeal to everyone. This doesn’t mean it’s not great.

Understanding that rejection isn’t always personal is the first way to figure out how to avoid allowing it to offend you.

Start strong, finish strong.

As a marketing agency that prides itself on incorporating kindness and compassion into everything it does, we knew we would face some rejection at some point on our journey, but we didn’t fear it.

You know the saying “what you fear most will happen to you — that is the law” by Shirley Hazzard? If you believe that what you fear most will come true, it just may.

Some might accuse it of being a front to appeal to more clients, but the truth is, we found a gap in the market for agencies that stand for absolute empathy and compassion in an industry where it’s so scarce.

We also believe that making it personal can be more appealing than keeping it strictly professional at all times. Using sensitivity and emotion to connect with your audience can be the most intelligent business move to make.

So it didn’t really matter what people thought of it. We believed in our idea from the beginning and we will continue to stand by it until the end.

Take it as part of the journey.

Are you familiar with the television show Shark Tank? Imagine having an idea that you believe in so passionately that you go on a television show and present it to some of the world’s most successful entrepreneurs and investors. There is a chance that all four of the investors will reject your idea and you’ll receive zero funding in addition to nationally broadcasted embarrassment! Woohoo!

But some of the most widely known successful businesses started on Shark Tank. And those who made it onto the show at all are the ones without fear of rejection. They weren’t afraid to be vulnerable, and thus, they found success.

So… How do we deal?

Whatever you decide to pursue, start with a strategy. You can go into it blindly (it works for some people), but we recommend at least having some type of idea or model to go off of.

And in this model, there needs to be a ‘section’, if you will, for strategies that brace you for rejection. A plan B, C, and D.

If you need some inspiration…

• As we mentioned, do not fear rejection. It happens to everyone. And it hurts, but not forever. And it doesn’t mean you aren’t worthy.
• Allow people to walk away. It’s probably a sign that it wasn’t meant to happen, anyway.
• Surround yourself with people, colleagues, a family that support you and believe in your ideas. It helps when people believe in you when you forget to believe in yourself.
• Remember your values. Is the rejection worth fighting? Or will it go against what your purpose really is and what you truly believe in?
• Take the feedback, but not to heart. You can either take it personally or use it as professional advice to alter and orient your idea into a new, better direction.
• Take your ego and throw it out of the window.

Last but not least.

Remember when we said start strong? We don’t take this lightly. Your branding, marketing, advertising, value, design, everything, from beginning to end should be solid. So if you break, at least you know your business won’t.

We like to think that using an Israeli mindset when growing our company has helped us persevere. Pushing through when it feels like no one wants to see you succeed is incredibly difficult. But if an entire country can when the world is against it, you can, too.

It all started in early 2020. We began talking about a new virus, and it felt pretty far away from us, from our reality. How could we even imagine it would affect our entire planet and way of living? But here it is and still threatening. We keep thanking our medical system for taking care of us, but how can we use this period to grow and keep working efficiently?

Maybe it’s the right time to do a rebranding.

As most of our daily lives seemed to change and slow down, it is the time to take a break, breathe and see precisely what we could change, improve, or remove in our way of working.

Rebranding your company is not just changing your logo. We restart the whole process and dig deeper. We review everything from your brand strategy, what worked and didn’t, and then only we can redesign your visual identity. Sometimes a 180° change is not needed, but a slight change can make a huge difference, especially in your audience’s brain.

Doing a rebranding can be a little bit scary, and we completely understand why. You may be afraid of losing your actual consumers, so here are some of the reasons why a rebranding would be an improvement:

• Your consumers are leaving your company for other brands.
• New competitors are emerging and are directly threatening your market.
• You feel your brand identity doesn’t suit your identity anymore, your team, your brand values.
• You want to refresh your look-and-feel to target a younger audience.
• Your market is consistently changing. New trends change the way your target consumes, buys, and talks about your product.
• You are thinking about selling your company in the future.
• You want to have fun!

Rebranding can be a solution to many problems. Time passes, and things change, and if we don’t adapt ourselves to the new needs, we can quickly lose our consumers. We don’t advise it to every company because it’s better to leave it this way when an organization works. Small improvements can also be a solution.

Digitalize your company.

What will change forever is mainly the way we use our digital devices. From ordering groceries online to having a medical consultation, it seems that every market is moving on. If you don’t have a digital presence, it’s crucial to invest your efforts in this direction. Creating a beautiful website and intuitive interface to keep the link with your consumers and, most importantly: keep selling your product! You shouldn’t think it represents that much work. It can be done quickly and really easily. At least, at BRACT, this is how we work.
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If you don’t have it yet, the primary tools you should be focusing on are:

• An intuitive e-commerce website.
• A clear landing page presenting your project, company, or product.
• Improving your SEO by writing content and blog posts to entertain your audience.
• Developing an exciting and entertaining newsletter.

Your audience didn’t disappear; they’re just on social media.

Social media have never performed so well. The quality of the content is rising, and we appreciate the new positive messages shared on those platforms — empowerment, positive thinking, and self-development. If your studio, photographer, and videographer are not available, it remains effortless to create engaging and performing content. At BRACT we believe that our audience has become more indulgent regarding the quality of the content shared. The “do it yourself” or “from home” has become acceptable, even for big corporations. So, you don’t have any excuse to use your phone, take a picture of your product, and share it on social media. Nowadays, the message itself became more important than the look and design of it. Together, we can figure what would be the right strategy and benevolent message to share.

We’ve never been so distanced and so close at the same time.

We understand that this situation can be tough for some of you, that’s why we would like to express our deep consideration and support to all of you. Hiring an agency during those uncertain times can represent a waste of money, but it is, more than ever, the most significant investment. When we will get back to normal (because we will!), everything would have changed — the way we consume, how much and where we buy, and who produces this product. We want you to re-emerge after this pause stronger than ever, prepared for a better future. Let’s talk about it! Visit our website: www.thebract.com

Everybody started talking about it — a new Netflix documentary about social networks and its impact on our lives, behaviors, and opinions.

So we watched it, and here are a few things we retained: “Social networks are platforms where users are the product,” said the documentary. A product, as they call it, is something that will make them earn money. Basic.

From another perspective, TV and media have always worked this way, offering free information, content, and earning money by sharing advertising campaigns. So why would social networks be threatening? Facebook, Twitter, Instagram, Linkedin, Tiktok, and Google are the most influential companies today because they detain the most data. But again, why would it be threatening?

If we think about it, who forces you to upload your life on social media? Your engagement ring on Instagram? Your new job offer on Linkedin? Your vacations on Facebook? No one. We do it for self-recognition. To be a part of the group, to be desired, envied, loved, and feel important. That is the main problem of our generation. We can’t live without others’ approval, which leads us to offer all of our lives on social networks.

That being said, is it truly dangerous? I don’t know about you, but I’m pretty much careful about what I post on the Internet, and I don’t care if Instagram recommends me a nice pair of shoes I’ve been looking for. It can even help me to discover new brands and support the local economy.

Social networks or media banner? ‍

From a business point of view, those platforms are just media. Almost traditional media. They craft their algorithm to retain the consumer as much as possible to offer the advertiser the adapted target. Just like a TV channel would make an effort on the programs they offer. Till here, we’re good. If social media play a massive role in our perception of ourselves, how we picture our body image and society’s position is a little more perverse than that. We don’t make the difference between ads and content. Everything seems like a perfectly polished image, and we lose our perception of reality. Those platforms quickly became JUST media for advertisers when they were supposed to connect people. The danger here is to create a fake perfect virtual world where realness and empathy don’t exist anymore.

So, what can we do better?

As an agency, we will always advise our clients to be the most positive possible. Because of the current need, you’ll naturally stand up in the crowd. Your target is waiting for that kind of message: empowering, strong, benevolent, and smart. A brand shouldn’t be afraid of speaking out loud about their deep values: humanity, positive thinking, generosity, if it suits you, of course! Social networks were built to connect people, so we don’t see why “people” behind a brand couldn’t connect with “people” as consumers!

To learn more about us, visit our website: https://www.thebract.com/