By Peter Manidis
Digital Marketing and Brand Strategist
The one thing that has always drawn me to advertising is the challenge of blending a message with visuals in a way that not only conveys information but also can change the way that people perceive products and services. Advertisers have to look at a variety of influences when preparing content, including demographic information, cultural trends and technology influence, and this is where the branding really shines. Branding lets a company convey its ideology through things such as advertisements, interface and strategic partnerships, which form the cornerstone of global corporations, such as Microsoft, Nike, and, of course, Apple. The same principles are in effect when it comes to branding for a cloud storage company such as CX.
Being a relatively new startup here at CX, we have the challenge of not only establishing ourselves as a company, but also defining ourselves as a brand. We at CX all believe in cloud storage as a means for connecting all people who depend on digital content, whether it’s photos, videos, music, or business documents — and as we all know in today’s smartphone-powered world, we tend to collect more online files than we could possibly handle.
When our marketing and design teams come together to create digital ads or campaigns, we have to put out work that not only resonates with the people who use CX, but with how people are choosing to use their files — we want everyone to find a way that CX can make their lives easier no matter where they’re from, how old they are, or how “tech-literate” they happen to be.
A great example of the development of our branding comes from the most recent addition to the system, CX Rewind. Collaborating with our designers and user experience experts, we first looked at who would use something such as CX Rewind, what they would use it for, and how it makes working with the cloud easier. This early discussion helped us lay a framework for what kind of messages would be most effective and how exactly we would convey to the users what a great addition CX Rewind is. What most people don’t realize is that images and visuals are usually the very last thing we look at when it comes to creating things such as banner advertisements or landing pages. There was plenty of discussion on how to capture the essence of CX Rewind, but we eventually landed on the universal rewind symbol. Below you can see the different ideas we had for the visuals, and how things changed.
We are constantly striving to improve our messaging and visuals to accommodate all you great users out there, and we really love it when we hear back from you guys — any feedback will be used to make our product and design easier and better to use for you, our great CX users!