Pixel Productions Inc. is a boutique brand design and development company based out of Southern Oregon; with clients in the USA, UK, and Australia. Their business is founded on helping entrepreneurs define, establish, and build their companies and brand identity. Recently, Pixel felt the urgent need to apply their skills to their own business.
Why would a design company specializing in branding and identity need to evaluate their own business? Good question. It turns out even the pros need to take a minute to listen to the advice they give others. After all, the “do as I say, not as I do” model doesn’t instill a lot of confidence in clients. Design, advertising, and marketing agencies are no exception to the rules of successful entrepreneurship; they too must remain current and relevant in the eyes of their prospective communities.
Pixel is in the business of making other businesses visible online and to their targeted demographic. Paul Quinn, owner of Pixel Productions, made an interesting comment pertaining to staying current and how that can often be difficult: “we always advise our clients to stay relevant and maintain interaction with their community and customers. Being unique and being relevant in the eyes of your audience is essential in building a successful business. It’s easy to get caught up in the daily tasks of running a business, which consequently leads to the neglect of your own brand image. We certainly didn’t want to become the victims of our own neglect.”
Staying relevant is a fine balance, as you can’t neglect your business and you certainly can’t neglect your customers. This is a common problem for many entrepreneurs and small businesses — too many balls in the air and too little time to juggle them all.
It’s all too easy to lose focus on communicating your brand message and remaining current with your audience when you’re slammed with the day-to-day operations of running your business, but every once-in-a-while you get that wake up call. For Pixel, it was the ever-changing Google algorithms that got the wheels turning to put a plan of change into action.
Chris London, co-owner of Pixel said, “We had enjoyed great rankings for a wide variety of money terms for a long time, possibly too long. It was long enough for us to get a little too comfortable. Although we never intended to, we stopped contributing to and updating our website. Google is based on authority, credibility and relevance. Our site was outdated, our content was stale and with the Google Panda and Penguin updates, we knew it was only a matter of time before we would see ill effect. It was time to do a website evaluation for our own business.”
In March, 2013 Pixel Productions Inc. began a complete revamp, renovation and upgrade to their own corporate website and marketing assets in order to begin the revitalization of their own brand image. With a soft launch of the new digs in June, Chris London, said, “this move has been in the works for quite a while now. There’s a good chance we may have waited too long to avoid some of the effects in Google search, but fortunately, we don’t rely entirely on Google rankings or let them dictate our business. That being said, we certainly do pay attention to what they are doing and over the past year we knew it was time to ensure our message was the best it could be — and that meant everything from content to imagery.”
Part of running a successful business means taking a step back and assessing where you are as a business and then making changes that will work better as the environment around you changes.
Pixel Productions Inc. put forth a massive effort to rebrand their company, scrapping everything and starting fresh. They worked to perfect their message and define their target demographic. Shannon Crutchfield, of Pixel said, “Our goal with this redesign was to open a dialog with our potential client base. We wanted to provide answers to questions we knew entrepreneurs have and we wanted to do it in a way that illustrated specifics in a clear and interesting way. There are plenty of agency sites that simply list out design and marketing services — we wanted to really explain what our services are about and provide examples of design and marketing strategies that have proven to be successful for our clients.”
With a new focus, dedication to continued communication, and an increase in interaction and visibility to their community, Pixel has effectively fanned the flames for a successful brand reignition.