How To Understand Your Customers

It’s 2021: Navigating New Consumer Realities in Digital Marketing

In the wake of 2020, the world underwent a seismic transformation, pushing companies and systems to adapt at an unprecedented pace. Digital marketing, the ever-evolving frontier, faced its own tectonic shifts to accommodate pandemic-induced changes. This transformation birthed a new lexicon of online interactions between companies and consumers, changing the way we communicate and engage.

Is Your Company a Cause Worth Supporting?

The era of the “conscious consumer” is upon us, prompting brands to reconsider their core values and operations. Advocacy against the status quo has prompted consumers to scrutinize brands' alignment with their beliefs. Companies that fail to resonate with their audience's values find themselves at risk of losing customer loyalty.

However, authenticity is key in this new landscape. Attempting to ride trendy waves for superficial gains is transparent to savvy consumers, potentially causing more harm than good. The emphasis now rests on a deeper truth rather than fleeting trends.

Quality of Life Over Mere Transactions

Does your product offer lasting value beyond the fleeting joy of a purchase? In an era of tightened purse strings and widening economic disparities, consumers meticulously research products before buying. They consider whether a purchase truly enhances their lives and if comparable options exist for less.

Your brand's success hinges on its capacity to enrich lives authentically. Consumers seek a genuine connection, believing that your brand genuinely cares for their well-being, not just their wallets.

Speak to the Right Crowd, Not Everyone

At inception, businesses often construct a target audience or buyer persona to focus their marketing efforts. Trying to appeal to everyone dilutes your message and appeal. Remember, not everyone will resonate with your brand, and that's okay.

Creating a well-defined buyer persona provides your company with a clear trajectory. While demographic shifts may occur, nurturing your target audience fosters loyalty and creates brand advocates. Personal connections wield formidable influence.

In a Forbes interview, Mayur Gupta – Chief Marketing & Strategy Officer of Gannett, encapsulates this ethos:

“It’s your Purpose that defines your Why, your soul as a business. And then the Promise you make with your customers, your community which should ladder up to your Purpose. And lastly, the Product you deliver that ladders up to your Promise.” – Mayur Gupta, Forbes 2021 Interview.

Does My Small Business Need a Marketing Team?

…and how we can help you succeed


The simple answer to that is ABSOLUTELY. But don't just take our word for it. Let us explain why investing in a marketing team is a smart move for your business.

Welcome to the Information Age, where the online world is a vast realm of opportunities. Whether people are searching for new restaurants, travel destinations, or solutions to their problems, they turn to the internet for answers. Your potential customers are out there seeking information, and your company needs to be readily available to provide the solutions they're looking for. After all, a staggering 97% of people search online for local businesses.

Having an impactful online presence isn't just a luxury; it's a necessity. In a world where digital interactions are becoming the norm, businesses that fail to establish themselves online risk falling behind. But you might be wondering, "Does my small business really need a marketing team?" The answer is a resounding yes. Small businesses must leverage the power of the digital space to connect with customers and prospects. It might seem tempting to wait until your business has grown, but consider this: can your company afford to remain invisible in today's competitive landscape?

By establishing an online presence early on, you're not just participating; you're taking control of your narrative. In a digital era where competition is fierce, social media platforms like Facebook and Instagram play a crucial role in your marketing strategy. Studies by Hubspot have shown a surge in local searches, highlighting how consumers now rely on online information to make informed decisions about businesses.

Benefits of Marketing

✅ Forge personal customer relationships
✅ Level the playing field against larger companies
✅ Target your desired audience effectively
✅ Gain insights into your customer base
✅ Customize prices and operating hours to fit your customers' lives
✅ Offer convenient communication channels for customers
✅ Expand your reach even on a tight budget

One of the most significant benefits of digital marketing for small businesses is the availability of free platforms like Facebook and Instagram. However, investing in a dedicated website remains a superior investment. As we discussed in our previous blog, there's a distinct difference between having a social media page and establishing a full-fledged website.

In the current times, where the digital sphere has become essential for businesses of all sizes, partnering with a team of experts can help you not just survive but thrive. A digital marketing team can align your business with your long-term goals and help you connect with your target audience effectively.

Investing in digital marketing doesn't have to break the bank. Small businesses can benefit from scalable plans offered by agencies like BRIGHTSAND Designs. By collaborating with professionals who understand your budget and goals, you'll receive tailored strategies and creative solutions to reach your audience.

In an insightful article by Entrepreneur, the value of a well-executed marketing strategy for guiding businesses toward long-term success is emphasized. While some expenses may be incurred, remember that the cost of digital marketing is often far less than traditional advertising methods.

An Outsider's Perspective

Digital marketing isn't just about utilizing platforms; it's about achieving significant results online. To effectively engage your audience, you must meet them where they are, and today, that's online. Partnering with a marketing team offers a fresh perspective—an outsider's view—that can be incredibly valuable. As a business owner, your energy should be directed toward running your company, not juggling complex marketing strategies.

According to Neil Patel, a renowned marketing expert, hiring a dedicated team can transform your marketing efforts. At BRIGHTSAND Designs, we offer tailored solutions for small and new businesses. We understand that every business is unique, and our dedicated team can provide insights, guidance, and solutions across various areas, including social media, project management, and SEO optimization. Our goal is to enhance your online visibility and market presence.

But How Can Start-Ups Afford This?

The journey to establishing a strong online presence doesn't require an all-in approach. Just as you build a house, you start with a strong foundation, reliable materials, a plan, and a team. Similarly, there are four essential pillars you need to start your digital journey:

✅ Logo and Branding
✅ Brand Guide
✅ Website
✅ Editable Templates

These pillars form the basis of your digital marketing strategy. They represent your identity, voice, and platform for engaging with your audience. Your logo, branding, brand guide, website, and templates collectively contribute to your brand's recognition and success.

Logo and Branding

A logo is the visual representation of your company, and branding is the story that accompanies it. Think of brands like Coca-Cola—its logo and branding go hand in hand, forming an iconic identity.

Brand Guide

Your brand guide is your playbook, defining everything from your mission and vision to your photography style and color palette. It ensures consistency in your messaging across all channels.


A website is your online storefront, providing visitors with insights into your offerings, values, and solutions. It's the place where visitors can become customers, making it an indispensable tool for businesses.

Editable Templates

Editable templates provide consistency to your messaging and branding. They help maintain a cohesive look across different communications, contributing to a professional image.

While having all four pillars is ideal, you can start by focusing on two and gradually build up your digital presence. As your business grows, you can then partner with a digital marketing team to optimize your foundation. Marketing is an investment that yields returns, and with the right strategies in place, you can kick-start your business's journey toward success.

Ready to take your small business to the next level? BRIGHTSAND Designs specializes in helping businesses like yours establish a powerful online presence. Explore our services and discover how we can work together to achieve your business goals. What are you waiting for? Let's embark on this exciting digital journey together!

Why Is It Crucial To Redesign Branding For Your Business

A brand is more than just a logo. Your brand is an outward projection of what your customers think you do and how you make them feel. People tend to view a brand as a stamped design on the side of a product, but it's so much more than that.

Make it Make Sense.

Redesigning your logo is a restructuring of your current brand. The brand should tell a story about your values. If that story has or needs to change, you might want to consider a revamp. This can happen due to companies merging or the current brand no longer retaining the spirit it once had.

By redesigning your brand, you can update how your company looks. It's like holding up a mirror. Your brand is what you want to be reflected in when people see you. That said, is the current mirror image of your brand what you've been wanting to see?

Grow and Glow

Having a solid brand is one of your most significant assets! Your company should constantly be growing and building long-lasting customer relationships. When you redesign your brand, this gives your company a new voice. However, the tone of your brand should remain consistent with your mission and values. You want to bring your company into the future and not stay jaded.

You're redeveloping a strategy to achieve your business goals by updating your branding. When you evaluate where you currently are and where you want to go, working with the right marketing agency can help you reach your destination faster.

Depending on the type of business industry you're in, we recommend that existing businesses consider redesigning their brand should they encounter a gap between what their brand stands for and what their logo represents.

Businesses must be able to not only identify themselves accurately but also be able to significantly put their best foot forward with just the initial contact.


Why is change a good thing? Because it's necessary and one that is inevitable. The current economic shift and people's lives have changed dramatically. Recognizing the changing times, studying new trends, and adjusting your business accordingly is essential. Our goal is not to let your business get left behind during these crucial times.

BRIGHTSAND Designs can help you with this and more to promote your brand at a level that could bring you a new audience and keep your current customers' loyalty through strategic and practical solutions.