Have you ever stopped to wonder why there are difficulties in digital marketing for beginners?
There are two major problems that end up triggering other cascading problems: lack of time and money.
But, if it were only that, the problem could be solved easily. There are still two other difficulties in digital marketing for beginners that can be even more challenging:
Lack of hearing;
High concurrency;
It is clear that one thing can lead to another.
For the beginner, it’s not easy to sell. Many competitors are on the market for longer and have a much larger audience.
However, as much as that sounds daunting, don’t lose your focus. There’s space for everyone!
After all, we are in one of the country’s most consumers in the world.
According to the SPC, every 10 users online, 9 have made at least one purchase in the year 2018. This amounted to a total of almost R $50 billion reads of online shopping.
So, I’ve separated some tips so that you can better understand what are the 5 major difficulties in digital marketing for beginners? and how to fight them. Follow!
1-You have a differential?
Enter the digital market trying to crash head-on with who’s already established is not a very smart strategy.
Instead, you should try to create something new.
For this reason, many people give up early. Try to overcome the competition anyway.
If you have just created a brand of soda, why someone would buy Coca-Cola to buy you?
Maybe if you offer what the other mark does not offer, you earn more visibility and increase your chances to make it big in the market!
2-Digital marketing comes to Help, Not to sell
One of the main objectives of marketing is strengthening the relationship between the client and the producer/seller.
Therefore, if you become a seller, will hardly achieve any success.
This is one of the major difficulties of digital marketing for beginners: go with a lot of yourself.
Everyone wants to make money, everybody wants to sell more. This is evident.
However, the goal of digital marketing is to help people.
When they see you as a seller, quickly lose interest.
But if you realize that you’re really well-meaning, to help really, probably your sales skyrocket!
3-Money
On the one hand, the money is not the biggest of problems in digital marketing.
That’s because the investments are much lower when compared to Outbound Marketing strategies.
Outbound Marketing is also known as traditional marketing. He seeks their customers to an active form, unlike the Inbound Marketing.
That is, it does not necessarily have an interest in nurturing leads with content and generate real interest. He wants to do is sell!
And the means used for this are traditional, you already know well: TV, radio, magazines, newspapers, outdoor, etc.
Not to mention that you can enter on the market free of charge.
On the other hand … to make money, you have to invest.
Invest money in tools and platforms is undoubtedly essential to your progress.
But more important than that is to invest in your own knowledge. That, nobody, takes you.
Therefore, if the problem is money now, my suggestion is for you to have a little patience.
Add what you can to be able to start something more solid.
But, in order not to lose time, you can take advantage and start studying concepts and strategies and apply for free, just to gain more experience.
Can invest in quality content, invest in paid traffic and SEO.
But if you don’t get enough leads, your problem will not be solved. On the contrary, you will create a new!
This problem can be solved with content marketing.
That is, you should offer content that has real quality for your reader. Something to solve their problems.
However, the difficulty in generating leads can be coupled with other factors, such as:
Lack of call to action and communication channels with the client;
Lack of sufficient content to generate leads;
Sponsored campaigns badly made, leading the customer to the home of the blog, rather than the page of conversion;
Are basic and simple errors to be corrected, but crucial to generating more leads!
5-Balancing work and Digital Marketing
More and more people are migrating to digital media in search of better job opportunities.
But you can’t just leave the job.
And it gets really complicated at the beginning to reconcile the two. This is among the 5 biggest difficulties of digital marketing for beginners.
And for that, there’s not much to do.
You will need to devote as much as you can, willpower, discipline, to be able to collect the fruits sooner.
Will be more of an effort now to live without worries in the future.
If your competitor is working 2 hours a day, search for work four.
It’s hard at the beginning, and easy to get discouraged and lose the will. But don’t let the first obstacle is enough to knock their life goals.
Like to know more about the 5 major difficulties of digital marketing for beginners? Leave your comment below, and don’t forget to share this post on your social networks!
About The Author:
Barnard M. Miller is a professional Digital Marketer. He loves to contribute content into different blogs to increase his writing portfolio and currently, he is working with a Custom leather jackets retailer that name is The Leather Makers.
If you’re looking to learn all about green marketing, you’re in the right place. Learn all about it, right here.
Green marketing. It’s a form of marketing that swept the world within the last decade or so. Why? Because we’re at a point of global significance, where there’s a real need to go green – but why has that branched over into marketing? The goal of every business is to meet the needs of their consumers, which means that more and more brands and businesses are looking into green marketing and branding in order to appeal to a wider audience.
So, if you’re reading this post still, you’re probably looking to learn a bit more about green marketing and why every leading marketing and digital marketing agency puts a strong emphasis on getting their clients to ‘go green’. We’re going to tell you all you need to know about green marketing, show you examples of how other brands have done it. Are you ready to learn what green marketing is?
What is it?
Green marketing is fairly basic to understand. It’s the process of marketing a brand or business as green. Whilst it takes different forms for different kinds of businesses, pretty much every company can go green – unless you’re a tree-destroying one…
Through the right marketing, companies with a product can put an emphasized focus on the green benefits of their products. This can include creating products that aren’t single use or don’t have excess packaging (meaning more waste), or even products that can be recycled properly. Whatever the green benefits of your product are, green marketing puts a specific focus on that.
If you’re a service, as opposed to selling a product, there are still things that can be done to marketing your business as green. Taxi or car service companies may find that they’re using hybrid or electric cars as part of a mission to reduce their carbon footprint – making sure consumers know that fact is a form of green marketing. Done correctly, green marketing can help you win over a whole new pool of customers and do a little good for the planet too. But these aren’t the only reasons to go green with your marketing.
Why Green Marketing?
Green marketing isn’t new, but the benefits of it can be seen throughout the history of it. Yes, even back in 2014, a study found that over 55% of people would happily pay more for a product that was eco-friendly. So, if you’re thinking that going green is going to be more expensive, consumers are happy to pay a little bit extra. You’ll see an increase in business, due to the fact more people would rather use eco-friendly products as opposed to the harmful alternatives. An increase in sales and reducing your company’s impact on the environment? Sounds like a win-win…
But marketing your business as green goes beyond just making sure your products are going to be eco-friendly. Let’s look at how some of the most successful companies are marketing themselves as green.
Green Businesses
Taking strides in the world of going green, these leading brands have been doing it for years – and one’s philosophy has always been eco-friendly since the company began!
Adidas
Back in 2017, the sports brand, Adidas, released a collaboration with Parley for the Oceans. It’s a running shoe, made solely from recycled plastic bottles that were in the ocean. The product was marketed in a way that emphasized the way they’re made. The product is sustainable, as it’s made purely from recyclable material and sourced from waste plastic.
Apple
A tech giant like Apple may not strike everyone as a ‘green’ company, but a lot of the work they do is done with being green in mind. There’s the Apple Giveback scheme, which allows you to recycle your old phones for some in-store credit. Apple then recycles the parts for future models and continue the recycling process. Apple also made a hefty investment back in 2015 to a clean energy company, First Solar. They use solar-powered tech to power all their American based stores and offices.
Lush Cosmetics
Lush is a company founded on green principles. Their products and packaging are all environmentally friendly and conscious. Lush’s whole ethos is about being green and making products that are sustainable and not harmful to the environment. Lush also use a recycling scheme not dissimilar to Apple – the exchange of old goods for money off.
Green marketing is really all about what you do and how you let your consumer base know what you’re doing. It’s about doing what right for the environment, but making sure people are aware that your products are eco-friendly and sustainable. Green marketing can work for any business, as long as they’re willing to take the necessary steps. Even if you’re a service as opposed to a product, there’s still a way to make sure your business is green.
About The Author:
Hugh Sallows is a Content Marketing Executive, at Revive. Digital. He specializes in writing and has an extensive history of both SEO and blog work behind him.
Do you know how much time you have to make an impression on a website visitor? 3-5 seconds. Yes, that’s it. That’s all the time you have to convince a visitor your website is worth sticking around for.
In simpler words, if you’ve failed to generate interest within the first 59 seconds, you can bid goodbye to your prospect.
So, how do you rectify this issue? Well, an important aspect you might have overlooked is brand personality.
What is the brand personality? Well, brand personality can be defined as the factor that allows your customers to relate to your business. It’s crucial to infuse brand personality to your website since it can give you a boost in popularity, brand awareness, and online recognition.
So, how do you add brand personality to your website? Well, here are five ways you can do that:
Add Breathtaking Images
Perhaps the most crucial part of any website, high-quality images not only help communicate who you are, but they also play a role in building trust with prospective clients.
Think about it this way, would you explore a website further if it was designed shabbily? What if there weren’t any pictures of the products and services that are offered? No, right?
What differentiates a winning sales strategy from one that’s below-par is the understanding that customers respond to websites that are visually appealing.
Businesses often use stock photos which, on a limited basis, is fine. However, if your competitors are using the same images, not only will your customers fail to see you as unique, but they won’t see you as an authentic brand either.
Cohesive Graphic Design
The world today is all about aesthetics. Eye-catching visuals allow followers to recognize your brand even when there’s no name associated. Design and graphics will add personality instantly and that’s exactly why it can’t be overlooked. Cohesive graphics are an essential part of building brand recognition, leading to a lower bounce rate and more returning visitors.
Your graphics should complement the overall message you’re trying to convey and the personality you’re trying to build. Even something as basic as colors is integral in communicating your brand’s personality.
Each color leads to different emotions and feelings and not every color palette or combination will work for your business. It’s always best to look at examples of how the most successful brands in the world have used their chosen color palettes to their advantage. Tools, such as Adobe Color and the Illustrator Color Guide, help you find and select the right colors for your designs.
Write Compelling Copy
An excellent way to connect with your potential audience is through your website’s copy. Although the tone you choose to incorporate and the overall copy will largely depend on the industry you operate in, it’s always better to write like you talk.
A conversational tone gives you the chance to appear genuine and helps establish a personal connection with the audience. Additionally, you increase the chances of attracting your ideal clients by communicating in the tone and language they prefer.
Due to the professional setting, it may seem strange that you’re talking to your audience so casually. However, incorporating words and phrases used on a daily basis makes it easier for your audience to understand you. It’ll also help you break the clutter and make yourself stand out in the crowd.
Apart from this, your headlines should be extremely catchy and make your audience want to read further. You can go over a few examples of attention-grabbing headlines to get an idea of what would work best for you.
It’s important to remember that your aim is to resonate with your audience. A copy that’s personal, friendly, and conversational is always superior to one that’s formal and impersonal.
Share Stories With Your Audience
An aspect many businesses overlook, personal anecdotes are a brilliant way to build a connection with your potential audience. People don’t want to work with a business; they want to work with the people behind it.
There are so many ways through which you can let your personality shine through your website. Perhaps the easiest, and most important, one is the About page of your website.
Your About page is the best way to introduce yourself and the team behind your business. It’s a great way to tell your audience what your brand stands for and how you can help them.
These personal stories, whether they’re good, bad, or absolutely horrific, can also be incorporated in other areas of your site to allow your audience to experience what you’ve experienced.
Build A Blog For Your Business
Starting a blog for your business is an excellent way to build a personality for your brand and experience the countless benefits of a brilliant content marketing strategy. In fact, 55 percent of marketers consider blog content creation their top inbound marketing priority.
There are a million reasons why you should have a blog, the most important of which is that it helps drive traffic to your website through search engines and social media. Blog content also saves you the hassle of trying to come up with new social media content every time you want to keep your business pages active.
Your blog should be accessible as a tab on your website and have a theme that’s fun and incorporates your social media widgets. There are a variety of free WordPress blog themes available that are just as good as something you’d typically pay for.
Incorporating these various elements effectively is bound to bring life to your website. Your brand personality will be evident in every aspect of your website, and it’ll definitely draw the audience you desire.
Do you have any tips of your own on how brand personality can be added to a website? Let us know in the comments below!
In your quest for the best online marketing strategies for small business, you’ll come across various tools that marketers will convince you are must-haves for your business.
Although different marketers have different opinions, everyone would agree that a landing page generator is not only a useful tool to have but a definite necessity. After all, landing page generators are built for the sole purpose of conversion. And conversion, as any business owner worth their salt knows, is the heart of a website.
There are various ways that a landing page can benefit your company. Here are the most common uses of a business landing page:
Driving opt-ins
Launching campaigns
Selling products
Advertising services
Because you can leverage your landing page in different ways, it’s only right to choose one that’s not only quality but is also a perfect fit for your business.
LeadPages and Unbounce are the most popular landing page generators in the business world today. If you need help deciding which one is best for you, you have to consider the pricing, integrations involved, and the general specifications or features of the generator. This is how you can decide which one will work best for your company.
Check out this guideline for LeadPages VS Unbounce in your search for the best landing page generator:
General Specifications/Features
LeadPages is leading in the market because of its versatile specifications. Its top features include:
Drag and Drop Customization – this feature allows the user to create pages easily by dropping elements wherever they see fit. These elements could be images, widgets, buttons, and text.
Mobile Adaptability – LeadPages understands that mobile is now an integral part of internet marketing. That’s why the company has added web pages that fluidly fit smartphone screens.
Lead boxes – this feature allows users to capture opt-ins through a simple two-step form. Lead boxes are integrated with a magnet delivery system which will deliver a company’s best content to new leads.
Leaddigits – the company also provides users the ability to capture opt-ins through SMS codes and a single click sign-up links.
Unbounce is a company dedicated to live up to its name – make bounced rate a thing of the past by capturing visitors through these top features:
WordPress Integration – no coding experience and WordPress templates? No problem! The WordPress Integration makes it possible for users to create quality landing pages without using heavy plugins.
Template Customization – some landing page generators give users limited options to customize templates. As a result, it’s difficult to incorporate their brand into their web page. Fortunately for Unbounce users, they can design their page using the colors, fonts, text boxes, and primary page sections that match their brand.
Dynamic Text Replacement – Unbounce helps users boost their AdWords quality score through this feature. It swaps the keywords that visitors use to match the website copy so your content is optimized.
Script Manager – this element makes it possible for users to embed customized or Google Analytics script to different landing pages at the same time.
Standard Plan – $25/month. Users get 32% discount when payment is made annually. This plan is designed for solo entrepreneurs or business owners who make money from home.
Pro Plan – $48/month. Users will get $39% off when payment is made annually. This plan is made for professional marketers and small companies.
Advanced Plan – $199/month. Users enjoy all the premium features including 1 on 1 quick start call and 5 lead pages sub-accounts which are unavailable in the first two plans. This package is designed for advertising agencies.
Essential Package – $79/month. Users will get 20% off with annual billing. This package is designed for beginners who are still learning their way around landing pages and overlays.
Premium Package – $159/month. A 20% discount is given to yearly billing. This plan includes premium integrations and advanced conversion tools.
Enterprise Package – $399/month. Clients who pay annually get 20% off their bill. This package includes more than 300 landing pages and 40+ overlays.
Integrations
LeadPages:
Marketing Automation – Marketo, Ontraport, and HubSpot
CRM (Customer Relationship Management) – Salesforce, Zoho, and Infusionsoft
Analytics – any analytics platform with a JavaScript base and Google Analytics
Email Marketing – AWeber, Constant Contact, and MailChimp
CRM (Customer Relationship Management) – Zapier, Salesforce, and HubSpot Zoho
Analytics – KISSmetrics and Google Analytics
Email Marketing – MailChimp, Constant Contact, and AWeber
This guideline illustrating the key differences between LeadPages VS Unbounce is all you need in your search for the best landing page generator. Which of these two is the best fit for your business?
About The Author:
Catherine vanVonno, the author, is the President and Executive Director of 20Four7VA, a global Virtual Assistant (VA) Service Provider. She holds a doctorate degree in Applied Statistics, Research Design and Program Evaluation from Virginia Polytechnic Institute and State University and has over 10 years experience in facilitating evidence-based strategic planning, product development, brand management, legislative communications, and medical policy. She is married and has four children. You can reach her at communications@20four7va.com.
Understanding the power of infographics and its adoption is commonly acceptable across many companies in the world. Many graphics companies have widely accepted this services and designing infographics and mastering its skills have become the good source of revenue.
When we talk about the infographics what we should mean by this is all about expression and revealing the core idea and information to get depicted on the infographics. Remember it should not contain more text well even if you think to give too many links on the infographics on the text than forget it it’s a wrong idea in the eyes of Google.
No matter the propose of creating good infographics only suffice if it’s get promoted correctly. When it comes to SEO (Search Engine Optimization) everyone runs behind the link well is that obvious? well, it’s subjective. When you want your infographics to go viral and you want a number of heads to get engaged to react to your post its something you want to form your infographics so you might do some sort of content sharing stuff this will grab some attention. Apart from designing its always better to mention your brand name on the infographics to give a brand touch and make it unique and free from copyrights.
Infographics are usually designed to convey the complex message in the most simpler manner that even layman can understand it. When it comes to gain brand they always want to get into the picture by presenting something innovative by choosing infographics this is obvious that any company will not go to change their services and their products here what they change is the way of presentation to make it trendy hence creating infographics is a unique way.
A. Choosing right thing to showcase in Infographics
To create perfect infographics, you need some best creative minds of your graphics team who can be more innovative who are able to depict the services and products in a way that it can be more into conversion in terms of converting the audience into the customers.
What I mean here is to all about intelligent design produced by the graphics designer which should be tempting for the customer but able to cover a lot of information into one pictorial presentation. Which is like a basket full of veggies with nutrition values.
It is obvious that you need to show your services and products isn’t it? Remember don’t try to do over branding many of the digital service agency try to showcase all their services in a one shot. However, you always need to remember that they are various sources.
For an example: Generally, many companies describe that we are the best graphics services providers in the USA. Still, there is a better chance to tell the same in a different way to the client as don’t worry you are in the safe hands which you say about the graphics. Give a unique touch of revealing your expertise in a way that it is much more informative rather than promotional.
Scarp the web for more information and gathering the source who to showcase the case study. What I mean is along with your services and products you also have to show the case study and your business success story so that this can be an influential factor for the users which can quickly turn up into the potential clients.
Once, your infographics are created and now you want to focus this to roll out for getting some user engagement and interaction. However, still, you want to gain some leads for your business. No matter what you have showcased in the infographics the most important thing is how creative you are. For stepping in all you need to do is research for the gathering some data about the demographics. Here are the few steps:
Do Surveys: When we talk about the established agency or a company who have their wings spread in the marketing since years over a year does not face any hard challenge to gather the data. However, when we talk about the startups it might turn into a hard nut to crack.
Solution: You can definitely try to create a questionnaire and with the help of simple Google forms configure your questions into it. Once you create a link for this now you need to share it across. For sharing, you can always start with your family and friends to ask about their behavior choices and actions. Furthermore, you can request them to share your questionnaire with friends of friends.
Finding out Forums: Once you have some reasonable data and you know that you need to enhance it you also need to interact with different forums to analyze the user intent and behavior.
Solution: Give an attempt to contact these data and try to convert it into leads. Using social media is the best option or gathering their email details from Google Plus will add the cherry on the cake.
Simply every successful product has a key reason behind it that they don’t only want their interest they always give some services for free like what Google gives from their Google lab app option. Always be open that the user can use your infographics for further promotion simply it should be free for personal use by giving the embedded code and you can always check the relevance and genuine audience by asking them to register on your landing page our website.
As we have discussed earlier on previous point (E) once we have gathered the email ids & contact details of the user who is interested to use your free labs application you can frequently touch base them via a friendly call or “Howz it’s going” type relation and ask them if they need any enhancement in their free product? Convince them and built a great trust that you are only the one who will be going to help you with any sort of customer requirements. This way you will get an opportunity to sale your other product or enhance the free product by charging them some extra for useful functionality.
It is better some time to praise yourself. After you share the infographics in your network with your right set of audience you can always ask them to give you some reviews & ratings. Take this thing as an affirmative option to grow, improve and enhance your services and products. Once you get some good rating and review try to interact more with a reply of thanks and in the other case you should assure them to give good services.
Conclusion:
Creating and sharing an infographic is the unique way to reveal your business services but it should be depicted intellectually with a good reason. Looking towards the business prospect yes it should also drive conversions and user engagement with a proper touch of branding.
About The Author:
Ronak Patel is an ace when we talk about graphics designing and digital sales. He is managing director of Dhrup IT Solutions PVT LTD. Apart from running a full stack service agency, he is more interested in developing the concepts and products of data science. Check out his LinkedIn.
Online video is proving to be one of the best ways to market products and services. Consistently, consumers are proving to be more engaged with video than any other type of marketing content. For companies that operate globally, professional translations can help to increase the ROI of a video marketing campaign. In order to access an international audience most effectively, reach them in their language and localize the brand message.
Here are the tips you need to know when going global with your video marketing strategy.
The Impact of Online Video
A video is a medium that can connect with consumers on a level that is not possible with other types of content. This is something that has been known since the early days of television. Now that we are in the digital age, the possibility of using video to market a product is open to a wider range of businesses.
With platforms like YouTube and Facebook, an ad has the potential to reach billions of customers. These online platforms make it easier for marketers to reach customers with video advertising, but they are not the only options that you have for using online video as a part of your digital marketing strategy.
For brands looking to make the most of a video marketing strategy, there are video sharing sites like YouTube or social media sites like Facebook. Additionally, you can take embed videos into various pages on your website or use video as a part of your email marketing. All of these strategies have shown great success with the proper implementation of the media.
When websites add videos to their landing pages, it can yield several benefits. Videos can increase conversions for pages on a website, and can also help to increase the search visibility of the page that has the video. A video will increase the amount of time that visitors spend on your site, and it will also increase engagement among website visitors. In turn, this yields positive results from an SEO perspective, organically increasing your visibility on web search engines.
Email marketing already offers a great return on investment for your marketing dollars, but you can improve this effort even further by including video as a part of the strategy. By adding video to your marketing emails, you can improve open rates, the click-through rate and it can reduce the number of people that choose to unsubscribe from your mailing list.
Why Translate Videos?
One of the things that makes an online video so powerful is the ability to target a specific audience. When you talk about video ads on platforms like YouTube and Facebook, the ability to target your audience by location is a great way to ensure that the ads are reaching the right people. However, if you are a company that operates globally, you have to do more than target an audience that is in the right locale: You need to take steps to ensure that you are speaking to people in their language.
It’s already been established that video marketing can be one of the best methods for building brand recognition and for increasing sales, but it is also one of the more expensive types of online marketing. As a marketer that is trying to get the most from your budget, you have to do what you can to increase the return that you see from every video you make.
For a company that needs to deploy video marketing worldwide, professional translations can offer a way to get more from your video content. Instead of making different videos for every language group, you can use the same video in every market. All you have to do is get the video translated and localized for different populations.
While this can be a good way to maximize the ROI of video content, you do need to be careful. Marketers need to be aware of the differences in language and culture. A poor translation could result in a video that sends the wrong message to the target audience. In some cases, a message might come across well to one cultural group, but it might seem offensive or silly in a different country. For this reason, it is important to hire professional translators with expertise in video translations for your marketing needs.
Localizing Videos with Professional Translations
When you make a video that is going to be translated into different languages, there are some points to consider. You need to think about how the translations will fit in with the video, and the most effective way to convey a message in multiple languages.
One thing to consider is the difference between using live actors and animation. Live actors can often come across as more relatable than videos that use animation, but animation can be easier for translation.
You also need to consider whether you are going to have multiple actors in a video or whether it is better to have a single narrator. A dialogue can have its benefits, but using a single narrator could save you money if you plan to translate the video and dub a voice actor over the original audio.
Some video marketers may consider the possibility of using subtitles to translate their videos for foreign markets. Subtitles can be a cost-effective way to translate videos but do have a downside. When viewers have to focus on the text at the bottom of the screen, it can distract from the visual end of the content, and this can diminish the impact of your marketing videos.
Different videos might require different solutions when it comes to choices like dubbing or subtitles. Regardless of which option you do choose, a translated video is going to have more of an impact than one that is not translated for the target audience. By collaborating with professional translators, you can ensure that you are making the right decisions concerning the localization of marketing videos.
About The Author:
Sirena Rubinoff is the Content Manager at Morningside Translations. She earned her B.A. and Master’s Degree from the Medill School of Journalism at Northwestern. After completing her graduate degree, Sirena won an international fellowship as a Rotary Cultural Ambassador to Jerusalem. Sirena covers topics related to software and website localization, global business solutions, and the translation industry as a whole.
We love to create awesome websites for small businesses! It is our passion and goal to help as much as possible people with a beautiful online presentation that represents who they are and what they stand for.
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Catherine vanVonno, the author, is the President and Executive Director of 20Four7VA, a global Virtual Assistant (VA) Service Provider. She holds a doctorate degree in Applied Statistics, Research Design and Program Evaluation from Virginia Polytechnic Institute and State University and has over 10 years experience in facilitating evidence-based strategic planning, product development, brand management, legislative communications, and medical policy. She is married and has four children. You can reach her at 
We love to create awesome websites for small businesses! It is our passion and goal to help as much as possible people with a beautiful online presentation that represents who they are and what they stand for.