On one hand, you’ve got the comfort of working with a team in your own backyard. On the other, there’s a promise of cost savings (sometimes a LOT of savings) if you offshore the project.

Before you swipe that corporate card, let’s break down the real pros and cons of each option, so you don’t end up with a website that looks like it was built in 2007.

The Case for a U.S.-Based Agency

Pros: The Good Stuff

1. Seamless Communication & Collaboration
No weird time zones, no waking up at 5 a.m. to hop on a Zoom call. A U.S.-based agency works when you work, which means faster responses, smoother project management, and fewer email chains lost in translation.
Visual Idea: An image of two people discussing a website project over a laptop in a well-lit office, representing smooth collaboration.
2. They Get Your Audience
Your U.S. customers expect a certain level of UX, brand voice, and functionality that an American agency naturally understands. They also know compliance rules (hello, ADA and GDPR) that keep you from getting a nasty lawsuit.
3. Face-to-Face Meetings (If You’re Into That)
Sometimes, it’s just easier to meet in person, whiteboard out ideas, and make sure they understand your brand vision before a single line of code is written.
4. Higher Accountability & Legal Protection
If things go sideways, U.S.-based agencies are easier to hold accountable. Contracts are more enforceable, and there’s less risk of an agency ghosting you mid-project.

Cons: The Not-So-Good Stuff

1. Costs Can Be Brutal
Expect to pay anywhere from $10,000 to $100,000+ for a solid website. If you’re looking for premium branding and design, get ready to dip into that marketing budget.
2. Longer Turnaround Times
Because of structured workflows and multiple client projects, U.S. agencies may take longer—especially if you want pixel-perfect, UX-driven work.
3. No 24/7 Availability
Your website doesn’t sleep, but most U.S. agencies do. Unless you’re paying for an extended support package, you won’t get midnight bug fixes or instant updates.

The Case for an Indian-Based Agency

Pros: The Good Stuff

1. Major Cost Savings
An Indian agency can deliver a website for 50-70% less than a U.S. agency. We’re talking $3,000 to $25,000 for a high-quality site. If budget is your #1 priority, this is a serious advantage.
2. Faster Development Turnaround
With larger teams and around-the-clock workflows, many offshore agencies deliver projects faster than U.S. firms—especially if it’s a development-heavy site.
3. 24/7 Support
Since India is 10+ hours ahead of the U.S., you could send requests at night and wake up to progress. Some agencies even offer round-the-clock monitoring for peace of mind.
4. Strong Tech Expertise
India is a global leader in software development, meaning you’ll find plenty of agencies skilled in WordPress, Shopify, custom web apps, and even AI-driven website builds.

Cons: The Not-So-Good Stuff

1. Communication Can Be Tricky
The time zone gap means delayed feedback loops. If you need daily check-ins and rapid-fire revisions, this could get frustrating fast.
2. Varying Quality Levels
There are incredible agencies in India, and there are… let’s just say, some sketchy ones. You’ll need to vet portfolios, check reviews, and ask for a paid test project before committing.
3. Less Familiarity with U.S. Market Expectations
Some offshore agencies don’t fully grasp American branding, UX preferences, and SEO standards, which can result in a website that feels… off.
4. Potential Hidden Costs
Some offshore agencies quote rock-bottom prices, but then charge extra for revisions, support, or additional features. Read the fine print.

So, Which One’s Right for You?

Here’s the deal:
Go with a U.S. agency if you need high-end design, strong branding, seamless collaboration, and local expertise. If your brand thrives on premium storytelling and user experience, it’s worth the investment.
Go with an Indian agency if you’re on a budget, need a development-heavy site, and don’t mind some communication hurdles. You can get great work—just do your homework on who you’re hiring.
Hybrid Approach? Some companies use a U.S. agency for strategy and design, then outsource development offshore to save money. Best of both worlds? Maybe.

Whatever you choose, don’t just look at the price tag. Think about your brand’s needs, workflow preferences, and long-term website goals. Your website isn’t just a digital brochure—it’s your most important marketing asset. Choose wisely.
Need a second opinion before signing that agency contract? Hit me up—We’ve seen enough website disasters to know what to avoid.

What’s on Your Marketing Plate?

Broad and Specialized Needs?

If you’re looking at a marketing buffet with SEO, content, PPC, social media, and maybe even a sprinkle of influencer magic, an agency might be your best bet. They’ve got a smorgasbord of specialists ready to jump in.

Narrow and Focused?

If your marketing needs are more like a single entrée—let’s say you’re only focusing on content marketing or social media—a small, mighty in-house team could be the way to go. Why hire a whole agency when you can get the job done with a couple of rock stars in-house?

How Fast Do You Need Results?

Need It Yesterday?

If you’re under the gun to deliver results fast (and let’s be honest, when aren’t you?), an agency can hit the ground running. They’ve got the infrastructure, the tools, and the experience to roll out campaigns quicker than you can say “marketing ROI.”

Playing the Long Game?

But if your sights are set on long-term growth and don’t need to see traction for 12-18 months, consider building an in-house team. These folks can be molded to fit your company culture and get deeply embedded in your strategy, leading to sustained growth over time.

What’s the Budget Situation?

Shoestring Budget?

If you’re pinching pennies (or just trying to stretch your marketing dollar), an agency could give you more bang for your buck. They offer a range of services that would cost you a small fortune to replicate in-house.

Got a Decent Budget?

But if you’ve got some budgetary wiggle room, investing in an in-house team could pay off. Sure, the upfront costs are higher—think salaries, benefits, and office snacks—but the control you gain might be worth it.

Can You Handle the HR Side?

Management Pros?

If you’re already a whiz at managing a team (and have the resources to do so), an in-house team might be your dream come true. You can hire, train, and shape them to fit your exact needs.

Leave the Herding to Someone Else?

But if the idea of managing yet another team makes you want to run for the hills, an agency comes with its own built-in management. They handle the nitty-gritty so you can focus on the big picture—or, you know, finally tackle that inbox.

Do You Need Industry-Specific Expertise?

Niche Market?

If your industry is as niche as they come, an agency that specializes in your field might be worth its weight in gold. They’ll bring the expertise and insights that can make a real difference in your campaigns.

General Marketing Know-How?

If you don’t need super-specialized knowledge, an in-house team can do the job just fine. Hire for marketing chops, and industry knowledge can be developed along the way.

How Important Is Brand Consistency?

Brand Is Everything?

If brand consistency is your mantra, an in-house team can be your brand’s best friend. They’ll live and breathe your company culture, ensuring that every piece of content is on-brand.

Brand is Almost Everything?

If you’ve got clear brand guidelines in place, an agency can still be a great option. They’ll adapt to your brand, though they might not live it the way an in-house team would. This can be a good thing if the agency is able to add new dimension to your brand, or it could be bad if the agency strays too far from your brand personality. If you don’t have good brand standards then you might need to work with a branding agency to create them (like Tilted Chair, wink-wink).

Execution vs. Strategy: What’s the Priority?

Just Get It Done?

It’s pretty easy to find and hire a decent designer or marketer to bring in-house. If you’re priority is to get the foundational boxes checked off, then hiring in-house is a good option.

Need The Best?

Typically, the most talented people don’t like to be constrained to one client or task for years and years. They crave variety and challenges. This is why if you are really wanting to deliver the best results, it’s best to hire an agency to deliver that amazing concept or strategy.

The Final Decision: Agency or In-House?

So, what’s the verdict? If you’ve checked more boxes on the left side of our decision tree (broad needs, fast results, tight budget), it might be time to dial up that marketing agency. But if the right side is calling your name (narrow focus, long-term growth, adequate budget), it’s worth investing in an in-house marketing dream team.

Whatever you decide, remember that both paths can lead to marketing success—it’s all about what fits best with your company’s goals, culture, and resources. And hey, if you need to, there’s always the option of doing both. Tilted Chair has many current and past clients with in-house teams where the agency acts as additional brainpower when times call for it. Just remember to keep the coffee flowing and the sense of humor intact. Marketing isn’t for the faint of heart, but with the right team, it can be a whole lot of fun. And as always, if you need help deciding which is best for you we are only a short contact form away:)

1. Target New Audience

Sometimes a brand needs a fresh face to attract a new crowd. This was the case for Old Spice, a brand historically known for its appeal to older men. In 2010, Old Spice rebranded with a series of humorous and viral advertisements featuring former NFL player Isaiah Mustafa. The campaign not only boosted sales but also shifted the brand’s appeal to a younger demographic, proving that even old dogs can learn new tricks.

2. Merger or Acquisition

When two companies become one, it’s crucial to present a united front. After the merger of Sprint and Nextel in 2005, the company rebranded to Sprint Nextel, combining elements from both brands to create a new, cohesive identity. The rebrand aimed to leverage the strengths of both companies while signaling a new era of innovation and synergy.

3. Outdated Image

Staying relevant in a fast-paced market is essential. Take Burberry, for instance. Once seen as a tired, old-fashioned brand, Burberry underwent a dramatic rebrand in the early 2000s. Under the leadership of Christopher Bailey, the company modernized its image, introducing contemporary designs and innovative digital marketing strategies. Today, Burberry is a luxury fashion powerhouse, thanks in large part to its successful rebranding efforts.

4. Negative Reputation

A tarnished reputation can be hard to shake, but a rebrand can offer a fresh start. BP, formerly British Petroleum, faced a public relations nightmare after the Deepwater Horizon oil spill in 2010. In response, the company rebranded with a new logo and the tagline “Beyond Petroleum,” aiming to emphasize its commitment to renewable energy and environmental sustainability. While the rebrand couldn’t erase the past, it marked a step toward rebuilding trust and shifting public perception.

5. Expansion to New Markets

Global expansion often necessitates a brand refresh. When Dunkin’ Donuts decided to drop the “Donuts” and rebrand simply as Dunkin’ in 2018, the goal was to emphasize its broader range of offerings, including coffee and other beverages, as it expanded internationally. The streamlined name and new branding elements helped Dunkin’ appeal to a global audience while retaining its core identity.

6. Differentiation from Competitors

Standing out in a crowded market is a must. In 2016, Instagram unveiled a new logo, transitioning from the classic Polaroid camera icon to a vibrant, modern design. The rebrand was met with mixed reactions initially, but it ultimately helped Instagram differentiate itself in the saturated social media landscape, highlighting its evolution from a photo-sharing app to a multifaceted platform for visual storytelling.

7. Corporate Culture Shift

A change in leadership or corporate culture can prompt a rebrand. McDonald’s has undergone several rebrands over the years, most notably in the mid-2000s with its “I’m Lovin’ It” campaign. This rebrand aimed to shift public perception from fast food to a more enjoyable dining experience, reflecting changes in the company’s culture and customer engagement strategies.

8. Expansion of Product/Service Line

When a company diversifies its offerings, a rebrand can help communicate this expansion. Apple Inc. is a prime example. Originally known as Apple Computer, the company rebranded to Apple in 2007, signaling its evolution beyond computers to a wide range of consumer electronics, including the iPhone, iPad, and Apple Watch. This rebrand aligned the company’s name with its broader product line and innovation focus.

Rebranding is not just about changing a logo or updating a tagline; it’s a strategic move that can redefine a company’s identity and set the stage for future success. Whether it’s targeting a new audience or differentiating from competitors, the reasons behind rebranding are as diverse as the companies themselves. By understanding these motivations, businesses can better navigate the complexities of rebranding and harness its power to drive growth and transformation. If you’re looking to rebrand your business, Tilted Chair has ample experience helping companies navigate the process. Reach out to us today to get the conversation started.

What is Rebranding?

Rebranding involves a complete overhaul of your brand’s identity. This can include changing the name, logo, visual elements, messaging, and even the core values and mission of the company. Rebranding is often driven by significant changes within the company or the market, such as mergers, acquisitions, shifts in the target audience, or a desire to distance the brand from negative associations.

Key Indicators for Rebranding:

1. Major Structural Changes: If your company has merged with another or has undergone significant structural changes, rebranding can unify the new entity under a cohesive identity.
2. Target Audience Shift: A substantial shift in your target market may necessitate a rebranding to appeal to the new demographic.
3. Market Repositioning: When a company decides to change its market position entirely—such as moving from a budget-friendly brand to a premium one—rebranding helps to realign customer perceptions.
4. Negative Public Perception: If your brand has been tarnished by controversy or scandal, rebranding can provide a fresh start and distance the company from past issues.
5. Growth: We probably encounter this the most. When a company brand has remained unchanged for years or decades despite the evolution of their product or service. This creates a situation where your brand has become a liability and no longer reflects the quality of your products or services. 

Case Study: One of the best Oyster Companies in the Gulf of Mexico reached out to us to rebrand their company. This is a family business and some new members were going to be taking the lead in running the company. Additionally, they were putting more effort into promoting their sustainable oyster farming. So while the name remained the same, all else needed a change. [Add images from rebrand]

What is a Brand Refresh?

A brand refresh is a more subtle update, focusing on modernizing and refining existing brand elements rather than completely overhauling them. This can include tweaks to the logo, color palette, typography, and messaging to ensure they are up-to-date and align with current market trends.

Key Indicators for a Brand Refresh:

1. Outdated Visuals: If your brand’s visual elements look dated, a refresh can modernize your appearance without losing brand recognition.
2. Market Evolution: As market trends evolve, a brand refresh can help keep your brand relevant without the need for drastic changes.
3. Enhanced Differentiation: Slight adjustments can help differentiate your brand in a crowded market, making you stand out while retaining your core identity.
4. Product or Service Updates: Introducing new products or services that align with your current brand can be highlighted through a refresh.

Case Study: One of our favorite brand refreshes is for Sendero Homes, a luxury home builder in Central Texas. Sendero felt the name and logo had a lot of brand equity, but needed to create a more upscale image and expand their branding, especially on their website. Challenge accepted. [Add images from rebrand]

Making the Decision: Rebranding or Brand Refresh?

Deciding whether to rebrand or refresh your brand hinges on the depth of change required and the objectives you aim to achieve. Here are some guiding questions to consider:

1. What are your goals? If you aim to shift market perception entirely or recover from a major setback, rebranding might be necessary. For updating aesthetics or making minor adjustments, a refresh is more appropriate.
2. How drastic are the changes? Significant internal or external changes call for rebranding. Smaller, aesthetic updates point towards a brand refresh.
3. What is your budget? Rebranding can be costly and time-consuming, involving market research, design, and extensive re-marketing efforts. A brand refresh, being less intensive, is generally more budget-friendly.
4. What is the market context? Analyze current market trends and competitor actions. If competitors are innovating rapidly, a refresh can help you stay competitive without drastic measures.

Conclusion

Both rebranding and brand refreshes serve as crucial strategies in the life cycle of a business, each with its own set of triggers and outcomes. Understanding the distinctions between the two and evaluating your specific needs will help you choose the right path. Whether you’re looking to reinvent your brand or simply keep it contemporary, the key is to ensure that your brand continues to resonate with your audience and reflect your company’s evolution. If you need help deciding we are always happy to offer free consultations at Tilted Chair. Just give us a holler!

Venture capital represents a pivotal milestone for startups, a gateway to scaling innovations, and realizing market potential. Amid the rush to showcase cutting-edge technology and robust financial models, one critical element often remains in the shadows: the power of branding. This oversight is not just a minor misstep; it’s a missed opportunity to truly differentiate and elevate your startup in the competitive arena of venture capital pitches.

Branding transcends mere aesthetics or logos; it embodies your startup’s soul, encapsulating your vision, values, and the unique proposition you bring to the table. It’s about creating a narrative that resonates, a story that venture capitalists can believe in and want to be part of. In a landscape where innovative ideas are abundant, a compelling brand story can be the decisive factor that sets you apart.

Why does branding hold such sway in the venture capital decision-making process? It’s simple: investors are not just looking for great products; they’re looking for market leaders and companies that can command attention, inspire loyalty, and create meaningful connections. A startup with a clear, cohesive brand identity signals that it understands its audience, its market position, and its path to becoming a household name.

Here are strategic branding elements that can significantly impact your venture capital pitch:

Unique Value Proposition (UVP):

Clearly articulate what makes your startup unique. A strong UVP woven into your branding ensures your pitch is memorable and distinguishes your startup from a sea of competitors.  “Most venture capital firms see somewhere between 50 and 100 startups daily.  If it takes more than a few seconds to understand the value proposition, they’ll move on,” said Sammy Abdullah, Founder and Managing Partner of Blossom Street Ventures.  

Customer-centric Storytelling:

Venture capitalists invest in companies that understand their customers deeply. Use your brand to tell a story that highlights how you solve critical pain points, emphasizing empathy and innovation.  “Almost every startup, especially early on, makes the mistake of selling to any customer that will give them money.  That’s hard not to do, and frankly forgivable.  But, VCs do want to see that you know who the ideal customer is, that you understand them deeply, and that you’re targeting your go-to-market motion and product to them,” said Abdullah.

Vision and Ambition:

Your brand should reflect not only where you are today but also your ambitious vision for the future. Investors are drawn to startups that promise not just returns but also the potential to disrupt markets and influence consumer behavior.

Consistency Across Touchpoints:

Ensure that your branding is consistent across all pitch materials, from your slide deck to your website and social media. Consistency reinforces your brand’s strength and professionalism, making a stronger case for potential investors.  Abdullah adds, “Coming back to the fact that every venture capital firm sees a lot of startups every day, it might just be human nature, but aesthetically pleasing materials matter.  Taking the example to the extreme, if your pitch deck includes a bunch of clip art and stock photos, VCs are more inclined to move on.”    

In wrapping up, while your product, technology, and financials are undeniably important, neglecting the role of branding in your venture capital pitch can undermine your startup’s potential. A strong, well-crafted brand can be the linchpin in securing investment, transforming your pitch from a mere presentation into a compelling narrative that venture capitalists are eager to support. As you prepare to navigate the venture capital landscape, remember: A powerful brand is your ally, a silent ambassador that can open doors to invaluable opportunities and partnerships. If your journey is leading you toward a Series A of funding, let us help you ensure your brand is as buttoned up as your product or service. 

• Consumer Awakening: The Rise of Conscious Consumption
• Ethical Marketing: Beyond the Greenwash
• The Tangible Benefits of Ethical Branding
• Embracing Transparency: The Way Forward

The zeitgeist of the 21st-century consumer has experienced a definitive shift. Brands no longer enjoy the luxury of remaining aloof from global concerns. In today’s marketplace, sustainability and ethical considerations aren’t just “nice-to-haves”—they’re imperatives driving purchase decisions. Ethical marketing has transcended from being a niche strategy to a dominant competitive advantage. Here’s why.

Consumer Awakening: The Rise of Conscious Consumption

Today’s consumer is informed, engaged, and discerning. The accessibility of information has led to a surge in conscious consumption. Millennials and Gen Z, who constitute a significant chunk of the buying populace, are willing to pay a premium for products that align with their values. A recent Nielsen survey found that 73% of global consumers would definitely or probably change their consumption habits to reduce environmental impact.

Ethical Marketing: Beyond the Greenwash

However, this surge in eco-consciousness has also led to a phenomenon called ‘greenwashing’, where brands superficially tout eco-friendly credentials without substantial backing. True ethical marketing transcends superficial claims. Brands like Patagonia, Psudo, and Lush have rooted their entire ethos in sustainability, and their marketing narratives reflect these genuine efforts. It’s no coincidence that these brands have cultivated fiercely loyal customer bases. On the other hand, we have seen brands like beer giant Bud Light who attempt to leverage ethical marketing suffer severe backlash from their consumers. This is a clear example of a company not truly rooting its business in its values. 

The Tangible Benefits of Ethical Branding

While only one among many brand awareness strategies, ethical branding is a moral imperative for conscientious 21-century businesses. And for the ones that do it right, it also offers business advantages, including:

1. Enhanced Brand Loyalty: Customers are more likely to remain loyal to brands that share their values. Ethical stances lead to deeper emotional connections, translating to repeat purchases and brand advocacy.
2. Access to Premium Pricing: Ethical branding, when communicated effectively, allows for premium pricing. Consumers are willing to pay more for products they believe have a positive impact.
3. Risk Mitigation: Brands that actively pursue sustainability and ethical practices are less likely to face regulatory fines, PR crises, and boycotts.
4. Attracting Top Talent: A company’s stance on sustainability can be a positive factor not just for sales, but for potential employees. A LinkedIn survey showed that 74% of candidates want a job where they feel their work matters.

Embracing Transparency: The Way Forward

For ethical marketing to serve as a competitive advantage, transparency is paramount. Blockchain technology, for instance, is helping brands provide verifiable proof of their supply chains, ensuring ethical sourcing and production. By openly showcasing efforts, successes, and even areas of improvement, brands can foster trust, turning skeptics into brand champions.

Moreover, collaboration is key. Whether it’s joining forces with NGOs, partnering with sustainable startups, or engaging in community efforts, collective action amplifies impact.

Conclusion

In a world grappling with climate change, resource depletion, and social inequalities, the onus on brands is heavier than ever. However, this responsibility also presents a profound opportunity. Ethical marketing, rooted in genuine sustainability efforts, can be a brand’s most potent competitive advantage. In the race towards a better future, brands that lead with purpose and authenticity will not just survive but thrive. If you have a brand that needs help sharing its ethical practices and goals with consumers, we would love to help you. 

• Understanding the foundation: good branding agencies
• The art of storytelling
• Uncovering your potential vs changing who you are
• Consistency is key
• Unveiling the pitfalls: bad branding agencies
• Neglecting research
• Lack of consistency
• Short-term vision

In the fiercely competitive world of business, branding is the key to success. A well-crafted brand not only sets a company apart from its competitors but also forges an emotional connection with consumers, creating loyalty and trust. To achieve this, businesses often seek the expertise of branding agencies. However, not all branding agencies are created equal. In this article, we will delve into the crucial differences between good and bad branding agencies, shedding light on the secrets that can either elevate your business to new heights or lead it to oblivion.

Understanding the Foundation: Good Branding Agencies

A good branding agency is more than just a creative powerhouse; it is a strategic partner in defining and elevating a company’s identity. These agencies focus on understanding the core values, mission, and target audience of their clients. They immerse themselves in the company’s culture and industry, seeking to grasp the essence of what makes the business unique. And they have a methodology or system in place to gain this insight in a concise and timely manner.

A crucial aspect of good branding agencies is their commitment to research and analysis. They conduct market research, competitor analysis, and/or consumer surveys to gain insights into the preferences and perceptions of the target audience. Armed with this knowledge, they develop a brand strategy that resonates with the right people, leading to increased brand loyalty and recognition.

The Art of Storytelling

One of the hallmarks of a good branding agency lies in its ability to tell compelling stories. They understand that consumers don’t just buy products; they buy into the narrative woven around the brand. A good branding agency crafts a captivating brand story that engages and captivates consumers, leaving a lasting impression that goes beyond a mere transaction.

Uncovering Your Potential vs. Changing Who You Are

“You are not trying to change us or promote us as something that we are not. You are helping us to become the best version of ourselves and our beloved brand. I cannot begin to thank you enough for that.” -Sea Island Shrimp House, Client

Good branding agencies have a unique approach that sets them apart from their subpar counterparts. Instead of trying to mold a business into something it’s not, they focus on uncovering the hidden potential that already exists within. By identifying the company’s authentic strengths and unique selling points, these agencies shape a brand identity that aligns with the company’s true essence. This approach not only resonates strongly with the target audience but also empowers the business to stay true to its values while adapting and evolving in the dynamic market landscape.

Consistency is Key

Consistency is the backbone of strong branding. A good branding agency ensures that the brand message remains consistent across all touchpoints – from the logo and website to social media and marketing materials. This consistency builds trust and brand recognition, making it easier for consumers to connect with the brand. While it’s sometimes difficult to find an agency that does both, Tilted Chair is one of the few agencies that feels it’s imperative to be able to brand and market within the same walls.

Unveiling the Pitfalls: Bad Branding Agencies

On the flip side, bad branding agencies can do more harm than good. Often focused solely on superficial aesthetics, they neglect the strategic foundation needed for effective branding. Instead of understanding the company’s ethos, they resort to cookie-cutter approaches that fail to resonate with the target audience.

Neglecting Research

One of the most significant pitfalls of bad branding agencies is their aversion to research and analysis. They might not invest time and effort in understanding the market, consumer preferences, or the competitive landscape. This results in branding strategies that lack direction and fail to make an impact.

Lack of Consistency

A bad branding agency might not emphasize maintaining consistency across various brand elements. As a result, the brand’s message becomes muddled and confusing, leading to a disjointed consumer experience. Inconsistency can lead to distrust among consumers and a loss of brand identity.

Short-Term Vision

Bad branding agencies may adopt a short-term approach, focusing on quick fixes and immediate results rather than the long-term growth of the brand. This myopic outlook might lead to flashy, attention-grabbing campaigns that lack substance and fail to create a lasting impact. Or worse, they may come off as inauthentic and contrived.

Conclusion

The difference between good and bad branding agencies can make or break a business. A good branding agency acts as a strategic partner, delving deep into the company’s values and target audience, uncovering its potential, and crafting an authentic brand story. Meanwhile, a bad one might resort to superficial tactics that yield unsatisfactory results. When selecting a branding agency, businesses must prioritize those that prioritize research, storytelling, and consistency, empowering the business to shine brightly while staying true to its roots. By doing so, they will set the stage for business transformation and sustainable success in the ever-evolving market. If you’re interested in working with the good, let’s chat.

• Understanding the needs of technology companies
• Expertise in brand strategy and development
• Innovative and creative approach
• Experience in digital marketing
• Industry knowledge and insights

So, you’re a tech company looking for a brand agency to help you make a splash in the market. But what exactly should you be looking for? Someone who can hack your brand to bits and piece it back together? A team of creative nerds who can code your brand’s personality into existence? Well, maybe not quite, but you get the idea.

In all seriousness, choosing the right brand agency for your tech company can be a daunting task. With so many options out there, it’s important to know what to look for to ensure that you end up with a partner who can help you take your brand to the next level. Luckily, we have worked with a lot of tech companies over the years. So we want to share what they told us they were looking for in a brand agency (hint: it’s not just a bunch of jargon and the fact that we are based in Austin, Texas).

Understanding the Needs of Technology Companies

Technology companies operate in a dynamic and rapidly evolving market. They need to stay ahead of the curve and constantly innovate to remain competitive. When choosing a brand agency, technology companies look for an agency that understands the unique challenges and opportunities of their industry. They want an agency that understands their product and communicates it in a simple and compelling manner. They want an agency that can help them differentiate themselves from their competitors and create a strong brand that resonates with their target audience.

Expertise in Brand Strategy and Development

One of the key factors that technology companies look for in a brand agency is expertise in brand strategy and development. This includes developing a brand strategy that aligns with the company’s business objectives, values, and mission. The agency should be able to create a comprehensive brand development plan that includes a brand positioning statement, brand messaging, brand personality, and visual identity. The agency should also have experience in creating brand guidelines that ensure consistency across all marketing channels. At Tilted Chair, we always deliver a final brand guide microsite that can easily be shared with any team member that touches your brand.

Innovative and Creative Approach

Technology companies also look for a brand agency that has an innovative and creative approach to branding. They want an agency that can bring fresh ideas and perspectives to the table and help them stand out in a crowded market. The agency should be able to develop creative concepts that are unique, memorable, and relevant to the target audience. The agency should also have experience in creating marketing campaigns that engage and inspire customers.

Experience in Digital Marketing

In today’s digital age, technology companies need a brand agency that has experience in digital marketing. The agency should be able to develop a digital marketing strategy that aligns with the company’s business objectives and brand values. The agency should also have experience in creating and managing digital marketing campaigns across multiple channels, including social media, email, and search engines.

Industry Knowledge and Insights

Technology companies also look for a brand agency that has industry knowledge and insights. The agency should have a deep understanding of the technology industry, including the latest trends, innovations, and best practices. The agency should also have experience in working with technology companies and understand the unique challenges and opportunities of the industry. While finding an agency with tons of industry knowledge is not always the case, finding an agency that takes the onboarding process seriously and really dives into your product or service is a good sign.

In conclusion, technology companies need a strong brand that resonates with their target audience and sets them apart from their competitors. When choosing a brand agency, we have found technology companies look for an agency that has expertise in brand strategy and development, an innovative and creative approach, experience in digital marketing, and industry knowledge and insights. By choosing the right brand agency, technology companies can build a powerful brand that drives growth and success in today’s competitive market.

If you’re a technology company looking for a brand agency that meets these criteria, look no further than Tilted Chair. Our team of experts has the experience and skills to help you build a strong brand that resonates with your audience and sets you apart from your competitors. Contact us today to learn more about our services and how we can help you achieve your business goals.

To walk into a local restaurant is, in many ways, to walk into the heart of a community.

And right now, in the midst of the COVID-19 pandemic, more and more restaurateurs across the country have been forced into challenging positions, working harder than ever to prevent their hometowns from losing what makes them special to so many people. Some have been around for hundreds of years; others optimistically opened at the start of 2020, but nearly every restaurant has struggled to get by in a year riddled with uncertainty.

Following the U.S. government’s enforcement of shutdowns in an effort to slow the spread of COVID-19, four out of five restaurant owners weren’t sure they’d be able to survive the pandemic, even with stimulus assistance, putting 11 million workers and an entire trillion dollar industry at risk of financial ruin.

In a survey released by the James Beard Foundation and Independent Restaurant Coalition, independent restaurants reported laying off 91% of their hourly staff and nearly 70% of their salaried employees at the height of the pandemic.

Between just the months of March and May, research from the NRA (not that NRA–the National Restaurant Association) indicated that the restaurant industry had lost 120 billion dollars in sales. With restaurants re-opening, they now face limited capacity and other obstacles that could make it hard for them to turn a profit. To keep our cities’ unique spirits alive, restaurants must smartly navigate the terrain of a new, post-pandemic world.

Working with extremely low profit margins already—the average restaurant profit margin is between 2% and 6%—restaurants now more than ever must budget as wisely as possible. This means only spending on marketing when it is absolutely necessary, and when its effects can be accurately measured.

Many restaurateurs are scaling back campaigns significantly, but a cost-effective way to reach patrons is by being active on social media. With many people isolated at home, social media will become an even more crucial tool for restaurants to engage with potential customers.

72% of respondents in a survey indicated that their social media consumption had risen during the pandemic, with 43% of them claiming they’d been posting more frequently as well. Posting on social media now will generate more views for restaurants than ever before, and the likelihood that people will respond or make additional posts about restaurants is also at an all-time high. 36% of American diners follow restaurants on social media, with 39% of them doing so to determine if they want to order food from the establishment. This will likely only increase, making social media one of the most vital instruments to a restaurant’s success. Nearly half of U.S. diners have tried a restaurant for the first time because of a social media post made directly by the business, and 22% made the decision to return after further social media engagement.

Obviously social media posts can be very effective—if they’re done right.

21% of diners claimed posts discouraged them from visiting certain restaurants. Only by providing click-worthy content on the right kinds of platforms can restaurants expect to see a difference in their sales. While Facebook is the most commonly used social media platform for restaurants (91%), Instagram has recently exploded in popularity. In 2018, a measly 24% of restaurants reported using Instagram, but by 2019, that percentage had grown to 78%.

Quality posts on Facebook and Instagram will help maintain positive relations between restaurants and their audiences, and the importance of a good reputation is not to be underestimated. When discovering new restaurants, 59% of restaurant-goers rely on friends’ recommendations.

When one thinks of restaurants, surely they think of food. But a meal is far from being the sole reason why people patronize restaurants.

Many go out to eat for the atmosphere, the experience of visiting a new place, and the opportunity to meet people. Other times they go simply for the convenience of not having to cook for themselves. 90% of Americans don’t like to cook, and they’re willing to shell out extra money to avoid doing so. Since the beginning of March, “take out” search interest on Google has increased by 285%. “Restaurants near me” had been the most popular “near me” Google search since 2015, but consumer behavior quickly changed in 2020, with focus shifting towards “Delivery” as a result of COVID-19. There was a 650% increase in search interest for “Is food delivery safe” across the U.S. as people sought new ways to patronize restaurants.

Many diners still want restaurants’ food, they just need assurance that restaurants are taking the proper precautions to keep their customers out of harm’s way. Perhaps the biggest hurdle restaurants are facing currently is marketing to diners who’ve spent nearly an entire year hunkered down at home. An emphasis on safety is possibly the only way restaurants can win back the business of customers highly concerned about COVID-19. Going out will always pose a risk, but restaurants that make a visible effort to protect their customers from COVID will best manage maintaining strong reputations within their communities.

One safe and easy way restaurants can remain engaged with people who may be too fearful of dining in is to host online cooking classes and other types of virtual seminars.

Another alternative restaurants are adopting is the sale of at-home meal and cocktail kits, so that people can make restaurants’ dishes in the safety of their own homes. Despite people’s impartiality to cooking, 41% of consumers said they’d buy a make-at-home meal kit from their favorite restaurant if it was offered. If cooking habits are changing following the stay-at-home orders of 2020, this could be an area of importance for restaurants to capitalize on. A vast majority of millennials would rather spend money on an experience than a “thing,” and these experiential options will preserve the goodwill of restaurants even when offering an in-person experience remains a challenge.

If restaurants simply provided food to people and nothing else, they wouldn’t be as popular as they are.

Restaurants that will succeed in the post-pandemic world will continue to find ways to sell experiences to their patrons rather than just another meal. They’ll also continue to find new, more efficient ways to sell in general.

One tactic that’s not new but is receiving renewed attention is the concept of menu engineering.

With menu engineering, many restaurants have figured out how to maximize their profits through the strategic reconstruction of their menus. A fusion of psychology, data, and design, menu engineering can increase a restaurant’s profitability by as much as 20%, and a growing number of restaurants are embracing the practice. Requiring a thorough analysis of restaurants’ ingredients cost and sales numbers, the objective of menu engineering is to create infallible restaurant menus, so that every food and drink item is as popular and profitable as possible. The deliberate placement of items at certain locations on the menu also increases the likelihood of guests selecting specific things. When menu engineering is done correctly, a restaurant’s bottom line is fine regardless of what customers order from the menu, minimizing financial risks.

The COVID-19 pandemic has posed a challenge to businesses of all kinds, but hardly anyone has been hit harder than the restaurant industry.

Restaurants that devise new ways to remain afloat during this tumultuous time will ultimately become stronger, more resilient businesses in spite of the hardship they’ve had to endure. As long as there are people, restaurants will continue to survive along with us. They’re a staple of life, and if 2020 reminded us of one thing, it’s that life is sometimes unpredictable.

Whether we’re prepared for that unpredictability is up to us.

Need a navigator to help guide you?

Here is a list of some of our favorite small businesses that could use your support this holiday season. Austin-based and beyond, there is plenty to love on this list. If you’re short on gift ideas, we hope you’ll find some from these incredible businesses.

1. Lys Santamaria

   We got to know Lys through our Brand Together program earlier this year and fell in love with not only her exceedingly unique work but also her inspiring philosophy of spreading good energy to the world through her handmade pieces. She learned beadwork from an indigenous group when she was living in Canada, and now her WOC-owned small business is based in ATX. She offers completely original handmade beaded jewelry like earrings, necklaces, and rings, as well as enamel pins, mosaic art, reusable masks, cards, and online classes.
   

2. Soy Society Wellness

   Soy Society Wellness is an Austin-based candle company with an emphasis on aromatherapy. The owner Jasmine Cormier is a certified yogi who is passionate about health & wellness, mindfulness, and the sharing of her own knowledge. Soy Society offers essential oils, scented soy candles, candle making workshops, and team-building opportunities. You can purchase online or around Austin, TX at places like Whole Foods on Lamar and Lilla & Beth.
   

3. Fifty-Nine Parks

   Selling posters that celebrate the National Parks, screen-printed right here in the USA, Fifty-Nine Parks’ eclectic mix of artists design their prints in an effort “to get poster fans into the parks and parks fans into posters.” 5% of each poster sale—before profit—is donated to The National Park Service.
   

4. Rebel Cheese

   A vegan wine and cheese shop with delivery and contactless pick-up service, Rebel Cheese offers a wide variety of gourmet goodies for gift baskets, including local Texas beer and a great wine selection. Their online ordering system is super easy to use. My go-to items are the Left Coast pinot noir, brie cheese, and a Dripping Springs chocolate bar.
   

5. Moots

   With plenty of hand-embroidered masks, blouses, home decor in stock, most of Moots’ items are one of a kind. Buy four masks and get one free, and they also offer free shipping for any face mask purchases over $45!
   

6. The Little Gay Shop

   The queer community is institutional to art and culture. For too long, queer people have not received the compensation or exposure they deserve. The Little Gay Shop exists to support, celebrate, and ignite the queer community by creating a larger audience of patrons and exposing local artists to different demographics. We live by the adage, “By Queers for All.”
   The Little Gay Shop was founded in 2019 with the goal of becoming a one-stop-shop to purchase artwork exclusively designed by LGBTQIA+ people.
   

7. Amoeba Music

   Without a doubt, Amoeba is the largest indie music store out there, but honestly, there’s a reason for that. Founded in 1990, they’ve survived the decline of CD sales all throughout the 2000s and 2010s, and now I’m praying that Amoeba Music will survive the COVID-19 pandemic. Having shuttered their iconic Hollywood location this year, Amoeba is surely struggling just like everyone else during this time, but they have such a vast catalog to offer that anybody with even the slightest interest in music or movies should be rooting for them to pull through. Of all the record stores I’ve been to, Amoeba’s prices are consistently the most reasonable, and they always offer free shipping for anything bought on their website.
   

8. Kicking It ATX

   Kicking It ATX is a lifestyle and sneaker store/social hub. They’re located in the Domain and have such a wide variety of sneakers and apparel to choose from. You can also go there to watch a game, grab a drink, and just hang out with other people interested in streetwear apparel and sneakers. It’s a super cool spot to hang out at and support. They are also currently the only black-owned business located in Domain Northside.
   

9. Austin Java

   A Texas-native roaster originally established in 1995 as a local coffee company, Austin Java has grown into multiple locations, providing full-service menus and a strong coffee community. Focusing on sustainable practices with a forward-thinking attitude, everything from their bean and farm selection, to specialty blends and even their bagging runs on this principle alone.
   

10. South Congress Books

    We need local bookstores, perhaps now more than ever. SCB features old, used, and vintage books, and the retail store is a fixture on South Congress. They also have a cool collection of vintage prints, posters, art, select LPs, objects, and various other gifts and unique finds.
    

11. Old Thousand

    In our humble opinion, Old Thousand has the best General Tso’s chicken you’ll find anywhere, and their brisket fried rice feels like something you could only find in Texas.
    

12. The Austin Shaker

    This self-proclaimed “Best Little Hooch House in Texas” has a cult following for those with a propensity for the finer vices in life. Now with three Austin locations, it is convenient for most in the area. What makes this shop special are the owners, Kiki and David, who are true lovers of all spirits. They can assist with just about any taste. In addition to a great selection of the finest spirits, they also have a great assortment of stemware, shakers, and other libation accessories. Last but not least, if you happen to be in the store before December 13th, pay close attention to the shelves as they have hidden several “hard to find” whiskeys in their stores. Enjoy!
    

Whether you like drinking or reading, aromatherapy or eating, one of these small businesses is certain to have the perfect item for you.

Tilted Chair would like to wish you a happy holiday season, and thank you for supporting small businesses!

two words that strike fear into the hearts of creative agencies everywhere.

Many promising engagements have been sullied by the last line of an RFP with beat-around-the-bush verbiage that goes something like this: “We’d like to see an example of how you envision this campaign coming to life.” Shudder. And things were going so well!

While roundly rejected by AIGA and The American Advertising Federation, spec work requests just refuse to die. And look, I get it, you want to take the car for a spin before you buy it; you want to taste the wine before you commit to the whole bottle; you want to sleep in the house before you move in. (Is that even possible?) But for myriad reasons, soliciting spec work isn’t just disrespectful to your prospective partners—it’s also bad for your business.

So, fasten your seatbelts: we’re grabbing our wooden stake, silver bullet, and holy water, and putting an end to spec work, once and for all. Here are four reasons spec work should return the grave—and stay there.

1. IT DOESN’T FOLLOW OUR PROCESS

Not to be inflexible, but we have a process that governs all of the work we output. We’ve spent ten years carefully creating a method for achieving the best work and results for our clients. Is it flexible? Of course, but that flexibility usually entails MORE information and collaboration, not less. At Tilted Chair, we’re big believers in focusing on the process as a means of achieving results. And building a campaign or design off of a PDF—no on-boarding, no stakeholder workshops, no objective-setting—isn’t focusing on the process.

2. HALF-ASSED ENGAGEMENTS BREED HALF-ASSED WORK

After all, to fully engage with our clients, we need time together. And most spec briefs are standalone documents that can’t possibly replace deep, in-person—or in the case of 2020, virtual—collaboration. Spec briefs don’t allow for any kind of immersion or meaningful collaboration, which means the whole concept is half-assed. And you know what that leads to.

3. IT DOES A DISSERVICE TO OUR PAYING CLIENTS

At the end of the day, the checks keep the doors open. Not promises of checks, or prospective checks, but real, paper checks. (And ACH deposits for all of you angels out there.) There’s only so much time in the days, weeks, and months, and when we take on speculative creative work, we sacrifice time we could be spending on solving the problems of our paying clients. How is that fair?

4. IT SETS A BAD PRECEDENT

If we’re willing to sacrifice paying client work to do your spec work, doesn’t that mean we’ll do the same to you once you become a paying client? Do you really want that?

5. YOU HAVEN’T PAID FOR IT

Plain and simple. We’re in the business of creating commercial culture and art, and you don’t get that until you pay for it. Intellectual property is serious business, and to get the best, you’ve got to be willing to invest in the best.

Now, there are those who might retort, “What about business development? Do you get paid for that?” No, of course not. And that’s okay, because relationship-building is a part of the deal. In fact, it’s pretty much the whole deal. But investing in relationships is different than committing the actual time, resources, and energy it takes to do the work. We’ll build relationships all day long. We’ll even give away free ideas and insights that come up in discovery discussion. But when the dreaming turns to doing, we enter the realm of the inappropriate and ineffectual.

And that’s a place that nobody wins.

Have a project and some budget? Get in touch with us today.

That’s the concept behind BigCommerce’s logo and brand. And with the innovative tools they offer their customers to make huge gains in digital retail, it’s really the big idea behind the whole company.

Three weeks ago, BigCommerce filed paperwork with the SEC indicating its intention to IPO. On Wednesday, that prospect became a reality, with the stock symbol BIGC opening at $67.84 per share. After briefly eclipsing $100 on Thursday, it’s clear that investors are excited about the public offering of the Austin-based e-commerce powerhouse.

Since early 2019, Tilted Chair has supported BigCommerce’s creative and marketing departments in developing paid and organic marketing campaigns. BigCommerce’s ascension is more proof that commitment to and investment in design and design thinking creates a distinct marketplace advantage.

Tilted Chair congratulates the entire team at BigCommerce. We look forward to continuing to provide support through new and exciting business milestones.

Need a dynamic agency to help support you through a high-growth stage of your business?

Lets’ talk.