The Real Secret Behind Marketing Success

Have you ever heard of Apple, Nike, or Red Bull? Of course you have. Your first thought when reading that question was probably “who hasn’t?” But why are these brands so famous and how did they get to that point? 

Even though these companies have many different offerings when it comes to their products, they share the same level of notoriety and loyalty from their customers. So how did they do it? 

These brands all share the same secret weapon: a clearly defined mission. And once they defined that mission, they stuck with it and stayed true to it across all channels. Finding this defining statement for your own business requires a little introspection and a lot of authenticity. 

If your brand’s mission isn’t crystal clear yet, not a problem. Think of it as a beautiful chance to get to know your brand even better. Simon Sinek famously said, “Start with why”, and we couldn’t agree more. 

To establish a mission that truly reflects your brand, think about what drives you at the core. Don’t think products, services, or your market niche. This exploration also shouldn’t involve making up some vague, cliche statement that fits what you think market expectations are. Finding your mission requires you to dig deep to find what genuinely motivates your business. What change do you want to make in the world? What values are non-negotiable for you and your team? Your mission should be inspiring, aspirational, and most importantly, authentic. It should speak to the core of what you want to achieve for your customers and the impact you want to have. 

It’s important to draw a line between your brand’s mission and your origin story. While your mission is forward-looking, your origin story is the foundation upon which your brand is built. It’s the narrative of your beginnings, the challenges you’ve faced, and the motivations behind your brand. Your origin story is powerful, but it’s your mission that propels you forward. It’s the future you wish to create for your customers and the solutions you’re providing. 

Your mission should be more than words on a page—it should be evident in every aspect of your business. From your marketing campaigns to your customer service, your mission should be the thread that ties all your efforts together. It’s what makes your brand human and what ultimately builds a lasting connection with your audience. 

Now that we've explored the essence and importance of a brand's mission, the ball is in your court! What steps will you take to uncover or refine your brand's core purpose? 

Once you find these answers, you'll see how they bring new energy and clarity to your brand, helping you connect more deeply with your customers. Be transparent, be genuine, and be consistent in your mission. You'll find that this authenticity is what truly draws people to your brand and keeps them coming back. 

Tidying up Your Social Media in 2024

Now that we’ve officially settled into a world where swiping through profiles has become the new handshake, we think it’s time to chat about giving your social media platforms a well-deserved spruce-up. “Why?”, you ask? Well, unless you want your future boss, date, or even your mom stumbling upon those "interesting" posts from 2010, read on for some expert tips to spruce up your digital footprint!

The Purge

Start by sifting through all your social media accounts. Got some that you haven't visited in a while? Maybe it's that Twitter account from college or a Tumblr page from your emo phase? If you haven't posted there since the Ice Bucket Challenge was relevant, it's probably time to hit the deactivate button.

Let’s Just Archive That

Next, let’s take a little stroll down memory lane…digitally, of course! 😉 Scrolling through your social media history can be full of great memories, debatable outfit choices, and captions that make you cringe…and now, it's time to be ruthless with it all. 😈 Delete anything that doesn't represent the current, fabulous you. This includes questionable jokes, overly dramatic status updates, and yes, those blurry photos from college parties. The internet might never forget, but you can certainly help it lose a few memories!

Privacy Settings are Your BFF

Get up close and personal with your privacy settings. Surprisingly, these settings are often overlooked… kinda like that gym membership you swore you’d use. 😋 It only takes a few minutes to go into your profile settings and customize who can see your past and future posts. This way, you can keep your personal life personal, and not an open book for the whole world. And while you're at it, review your friend list. If you don't recognize a name, it's time to say “goodbye”. Your friend list should be as exclusive as the Met Gala’s invitation list! 💃🏼

First, Let Me Take a Selfie

Your profile picture is like the cover of your personal brand book. Make it count! Choose a photo that's recent and reflects the best version of yourself. This isn't the place for that shot where you're chugging a beer (unless you're a beer critic, then by all means). Think of your grandma - would she approve? If yes, you're on the right track.

New Bio, Who Dis?

Your bio is the elevator pitch of your social media account. Keep it clear, concise, and current. Update your job title, interests, and any other info that paints a picture of who you are today. And please retire those overused quotes. "Live, Laugh, Love" is so 2012.

Consistency is Key

Uniformity across your social media platforms is equivalent to wearing a well-tailored suit – it just looks good! Make sure your profile pictures and bios are consistent across all platforms. This not only makes you look more professional, but it also helps people find you more easily. And isn't that the point of social media?

We know the thought of a deep clean can seem overwhelming, but trust us, cleaning up your social media doesn't have to be a drag. Keeping your social media neat and up to date is all about staying true to who you are right now. Your online space is your personal canvas – so paint it with colours that genuinely represent you! 👩‍🎨 Enjoy the process, have a laugh at those old posts (we all have them!), and embrace the refresh. Happy tidying! 🌟

5 signs you're ready to hire a marketing agency

As any entrepreneur knows, owning and running your own business can be a constant juggling act. You want to ensure you're providing the best services and/or products possible, to maximize profit. At the same time, you need to oversee operational tasks, like managing expenses and seeking growth opportunities. You have to try to market yourself in order to expand your customer base and thus your business. 

You may reach a point where you struggle to keep up with marketing efforts. Even organizations with the capacity to maintain an in-house marketing person or team find their efforts aren't producing the results they'd hoped for. This may signal the need to bring in an external group of experts to help grow your business. A marketing agency consists of such specialists with the unique skills and experience in building brands just like yours. 

At this point, you may have the general sense that you need to hire a marketing agency. It can be a significant step, though, and if you aren’t certain, it feels easier to stay the course and keep your marketing in house. Have a look at the following scenarios, and if any of them resonate with your current business, it could be time to pull the trigger. 

1. You’re Pushing for a Broader Reach 

Breaking into new markets, including expanding internationally, takes coordinated, well-developed marketing campaigns. Your in-house marketing solutions may not be able to develop the kind of campaigns you need to expand your reach. 

A marketing agency provides the skills and resources to put together a strategy that will successfully broaden your exposure. Agency experts are up to date with marketing trends and best practices. They establish the kinds of campaigns that will help you reach untapped markets. 

2. You Want to Expand Beyond Your Industry 

Have you been pigeonholed to a specific industry, causing your brand to be misrepresented? This may be the result of your previous marketing efforts. Evolving your marketing to expand across industries is no small task. It requires both careful planning and aggressive execution. 

The strategies developed by a marketing agency contain exhaustive research and data-driven insights. They will uncover what works best in new industries, and what potential competition in those industries looks like. They will ensure your brand will be well suited to enter a new marketplace while maintaining its overall integrity. 

3. You Want to Launch a New Product or Service 

Are you planning to take your business to the next level by growing your product line or service offerings? The potential success from this new venture is exciting, but the risk of it falling flat is high. You need your new offerings to be marketed effectively. 

Marketing experts can develop entertaining and informative campaigns that will capture the attention and imagination of your ideal target market. They will diligently track campaign performance to ensure their efforts are being maximized, and if they aren’t, they adjust accordingly. They maintain transparency by reporting results to you, helping you make informed, profitable investments in your marketing. 

4. Your In-House Marketing is Tapped 

If you have a dedicated marketing team that is spread too thin, consider outsourcing to a marketing agency. As much as we hope to find marketing unicorns - individuals with the capacity and knowledge to deliver across diverse marketing efforts - they just don’t exist. A full-scale agency dedicated to marketing offers far more than a single person could. 

Your in-house marketing team likely has a core set of day-to-day tasks. For everything above and beyond, an external marketing agency can provide efficient and effective results. They’re able to work alongside internal marketing staff to maintain a consistent image. 

5. You Want a Professional and Consistent Brand Image 

One of the greatest strengths of marketing agencies is the ability to create and maintain a strong brand. They will employ creative experts to establish all aspects of your brand, including logo, visual guidelines, corporate values, and tone and voice. Attempting to manage these elements internally can be difficult, and an inconsistent representation of your brand can make it difficult to build trust with potential clients. 

From your website and social media content, to your printed collateral, to even your location’s signage, your marketing agency ensures your identity and messaging remain consistent across the board. With a cohesive, well-established brand, all of your marketing initiatives will have a greater impact. 

Does This Mean it’s Time? 

Whether your existing marketing strategies are flagging, or your internal marketing team doesn’t have the resources to match your ambitions, you may have come to the realization that your best chance for business growth and success lies in hiring a marketing agency. In which case, may we recommend Thinkr Marketing? 

Collectively, the experts at Thinkr possess decades of marketing expertise, among creative design, social media, digital marketing, web development, and more. We’ve built and grown brands across various industries, helping many companies achieve their business goals. 

If any of these signs resonate with you, let’s talk. We’re happy to make sure your decision to hire a marketing agency is a wise and successful one. 

How to be a Good Boy at the Office


When I joined the Thinkr Marketing team back in early 2019, I never imagined how much of a treat it would be to work in such an exciting office space. With so much to do and so many people to see, it gets a bit overwhelming sometimes. I’ve taken it upon myself to make a guide with the best “Do’s” and “Don’ts” of being an office dog. These tips are sure to keep you out of trouble fur-ever!

Do: Greet Clients & Prospects

Having a ruff day at the office? That’s where I come in! Making everyone feel comfortable at work is my number one priority. You can rely on me to spread joy and bring upbeat energy to the group. As the loyal furry friend that I am, I will always be there to support my fellow colleagues with their work and get to know to any and all office visitors. I enjoy welcoming guests to the office with open paws. If I’m being honest, anyone can win me over with a treat and some pats!

Don’t: Make a Mess of the Office

You can count on me to make the most out of any moment in time. Whether I’m playing fetch, chasing squirrels, or running for hours at a time, I will always be the life of the paw-ty! But with so much fun comes the need for some restraint. Working full-time as the Director of Barketing is no easy task. I have a lot of responsibilities on my plate-er, food dish. So, when it comes to having a good time in the office, I need to be sure I’m always on my best behaviour and not making a mess. I can get super excited in the office, sometimes a little too excited. I’m no stranger to running into my fellow employees’ desks and spilling a cup of coffee here and there. Take my advice and be a good boy at the office by having fun and playing around, while also keeping up with all the routine housekeeping tasks to make sure our workspace is in the best condition possible.

Do: Increase Paw-ductivity

Here at Thinkr, we’re all very hard workers, devoted to giving our clients the best marketing possible. To be successful in crushing our goals, we need to stay focused on our work and stay productive. As everyone’s favourite employee to work with, I can provide the best companionship when working with other Thinkrs. What can I say? I am the best at taste-testing treats in the kitchen, shredding paperwork, and getting belly rubs when the need arises. However, when everyone is working, roaming around the office can get pretty lonely sometimes. It’s tempting to try to get other Thinkrs to play rather than work, because it’s so much more fun! As the professional that I am, I practice directing my attention to my work instead.

Don’t: Ruin Company Property

Rumor has it that there is a stereotype going around about us dogs! Apparently, we love to chew on everything, and I mean everything! From shoes to important paperwork and even furniture! This is not true! Biting company furniture is downright immature and unlike me. Around the office, I always make sure to consistently check up on the condition of our equipment and I recommend that you do too. Having a client of mine or even my boss come to the office and see the furniture all chewed up would be cat-astrophic! I make sure to keep chew toys around because they’re more appropriate things to sink my teeth into.

Do: Keep Spirits High

I’m no scientist but studies have proven that having dogs like myself around the office can decrease stress levels, reduce anxiety, and promote a healthier way of working. Why should anyone have to go through a tough day of work alone? Hiring me as Thinkr’s professional office dog was obviously one of the best things for the company. Around here I’m a natural icebreaker and can connect fellow employees together with ease. I’m never afraid to be the first one to say hello and neither should you. Always remember to check up on your fellow coworkers around the office to ensure that everyone is in high spirits and hopefully over the moon to see you!


Nobody said being an office dog was easy. I didn’t expect to be the glue of the group. The job requirements for the Accounts Retrievable position never said, “Must be a social butterfly,” but I don’t mind getting an extra task from time to time. Sometimes I feel like HR managing all of these humans. But seriously, take my advice and- [EDITOR'S NOTE: The remainder of this article was destroyed, as if Homer literally ate his own homework.]

The Over-Engineered Logo: A Marketing Mistake

When companies strive for perfection through their creative process, their obsession to succeed often leads to imbalance in the outcome of their product designs. This is evident through the branding process, specifically when creating a company logo. A logo is the first impression a company's target market will receive; it is how consumers recognize and acknowledge a business.

Understanding the Creative Process Behind a Successful Logo

The initial step in creating a logo should be understanding the brand and what they do. For example, a logo can help determine whether it is a service, manufacturing, or product-based business. Research is another important factor in creating a logo. Research can provide both inspiration and information that relates to the company. Quick concepts can then be generated by sketching different designs that could work for the logo or lead to new ideas. One can bring their ideas to life by electronically inputting their sketches to different graphic editing programs. With all the new advancements in technology the possibilities of digitally creating a logo are endless! The last steps in the creative process involve selecting a font that works well with the design and working out the colour application.

An effective logo is understandable, unique, and timeless. A well-designed logo is a valuable investment that a company can make to connect the customer to the organization and prevents a business from excessively needing to rebrand. On the other hand, over-engineered logos are hard to read, forgettable, and overall confusing.

Indicators of an over-engineered logo include:

Logos with these issues often misrepresent a company's tone and lack good brand quality. Over-complicating and merging too many ideas will result in a logo that reflects poorly on the company.

Over-Engineered Logos Mistakes: Too Many Details

Companies will sometimes focus on integrating as much information as possible into their logo, which can misinform consumers of the intentions of the business. Combining too many ideas into a logo creates an overly complex design that can be confusing and hard to read. Businesses struggling to compose an impressive symbol to represent their business should invest more time into ensuring that the logo is clear, concise, and coherent.

Many over-engineered logos will not remain clear when scaled down in size. For instance, when a company's logo is presented on a business card, it is limited to a smaller scale to accommodate the other information on the card. Most over-detailed lose their ability to express information and demonstrate the organization's goal.

Over-Engineered Logo Mistakes: Too Contemporary

During the development process for an organization's logo, one should consider that its simplicity, as well as its uniqueness, makes it memorable. Logos that appeal to common trends often require rebranding and become forgettable. Dated logos can become costly to constantly update and disconnect consumers from a company, as an organization's identity varies from time to time.

A timeless logo should require little to no modifications and allows customers to relate a business to its products or services easily. A well-engineered logo should incorporate an appropriate number of connecting ideas that remain relevant to the company's purpose technical content.

Over-Engineered Logo Mistakes: Too Many Creative Elements

Too many diverse ideas merged into one logo does not benefit the company because it positions the business as unattractive to potential consumers. This can occur by combining too many contrasting colours, fonts, or poor phrasing, causing the central concept of the logo to be lost. Allowing for the flow of aspects to tune together ensures the success of a logo, establishing a greater connection between potential customers and the principles of a business. An unappealing, over-engineered logo fails to lead patrons to make a relationship with an organization. Consumers seek companies that leave a good first impression to help fulfil their wants and/or needs, which cannot be effectively done if a business has not put enough thought and consideration into its logo. Instinctively refusing constructive feedback to help improve a company logo is to deny customers the assistance they need to resolve their problems. A company can build a well-engineered logo as the central identity of a business, captivating those interested in working with an organization.

Applying Feedback in Logo Design

Feedback is a critical part in developing an effective logo. Most feedback is reactionary and instinctive, which does not help generate solutions to relevant problems. Maintaining constructive feedback when going through the creative process of designing a new logo can help the procedure perform better and succeed overall.

To summarize, designing a brand's logo with numerous clashing ideas will result in an unsuccessful logo that reflects awkwardly on the organization. Applying styles that are visually unappealing or confusing, or using designs that age poorly, will misinform customers of the goals a company is willing to explore and achieve. Due to these over-complex or underwhelming designs, one might be disoriented and set back by a business's logo.

A logo is a business's fundamental identity; it is a company's face. When it comes to brand identity, a logo is the foundation, and without the proper foundation, an organization cannot build and grow. Therefore, investing adequate time and effort into developing one's logo is essential to a business’s continued success.

How to run a successful virtual meeting

Love it or hate it, virtual meetings are here to stay! The pandemic and the requirement to quarantine created the perfect conditions to push virtual meetings as part of a daily routine. Running a successful virtual meeting requires thorough planning and forethought. Before you jump into your session, spend some time thinking about your goals for the meeting and figuring out how you can make the most of your time together.

To run a successful virtual meeting, the Account Managers at Thinkr Marketing have put together a set of Do's and Don'ts to follow when preparing for a virtual meeting.


  1. Test your microphone and camera before the meeting begins. Avoiding any technical issues will avoid wasting valuable time at the start of your session. Technical problems can happen, but by testing beforehand, you can troubleshoot them before the meeting begins.
  1. Develop a short itinerary and an objective summary to send along with your meeting invitation. All attendees should know:
    1. The meeting purpose
    2. What topics you’ll cover
    3. How long the meeting will be
  1. Give clear login instructions. Ensure all participants have the proper login info before the meeting. Educate them if they need to download an application, and provide instructions for basic things like screen sharing and muting audio. Send all of this in an email as a reminder before the meeting starts for easy access.
  1. Come prepared. Keeping an agenda of topics you plan to discuss will help move the meeting along and will act as a guide to ensure you have covered everything. Put the agenda on a slide to use as an added visual reminder. If things get off track, the agenda is an easy reference to help attendees refocus.
  1. Send a follow-up summary. After your meeting is finished, set aside some time for a 10-15 minute meeting debrief with yourself or your team. Send a meeting summary to the client and outline your next steps in writing. This can act as a guide so you do not lose sight of anything and can reference it in the future.
  1. Save the small talk for the start and end of the meeting. Virtual meetings can easily get off topic. Connecting with your client is essential in any working relationship and instils trust. However, small talk can go overboard, so as the meeting host and director, it will be your job to mediate the discussion and keep track of what is essential.


  1. Leave the microphone on when you are not speaking. Microphones can pick up background noise or just static, which can distract others in the meeting. Simply turn the mic off until it’s your turn to speak.
  1. Multitask during the meeting! If you are running the meeting you need to have your whole focus on the meeting screen. Don’t send any emails or chat on the side of the meeting. Stay on task when hosting a meeting. We are all busy, but it is important to pay attention.
  1. Overpromise or agree to due dates without discussing them with your team first! It can be challenging if a client puts you on the spot about due dates and deadlines; however, if you agree to them without confirming with your team that they are achievable, you can run into major difficulties later on. Instead, inform your client you will get back to them after the meeting and consult with your team about due dates, deadlines, and new project tasks. Not only does this benefit you, but it also benefits your client as you will provide them with quality information they can trust!
  1. Interrupt people unless necessary or return to the topic you were discussing if you missed a part. The best way to do this is to wait for an opening at the end of a topic of discussion or at the end of the meeting.

There's nothing like a personal face-to-face meeting to build rapport and generate actionable business insights. But in today's hyper-connected world, you don't always have the time or budget to travel to a distant location. That's where virtual meetings can shine: they allow you to connect with colleagues and clients from anywhere in the world at any time.

What to expect when working with a marketing agency

Whether you’re looking to reach new audiences, launch a new product or take some market share from your competitors, there IS an agency out there for you! Finding the right marketing partner for your business can be a daunting task. You might be wondering:

We’re here to help! Keep reading for our tips and tricks on finding the right agency for you, what to expect from the relationship and even how to decide between working with an agency or hiring internally.

What is a Marketing Agency?

A marketing agency is a company that serves clients by creating, implementing and sustaining marketing strategies across a variety of channels. There are many types of agencies, each with its own unique experience and areas of focus. Some agencies may specialize in one kind of service, such as public relations, social media or web design. Others may focus on specific industries like healthcare or food and beverage. Agencies can also vary in size, from one-person operations to large multinational firms.

Working with an agency vs hiring internally

When deciding between working with an external agency or hiring an internal marketing team, it’s important to know the difference between the two and what they can do for your business.
An internal marketing person or team knows the ins and outs of the business and can prioritize tasks accordingly. They can focus more energy on the work because they aren’t juggling multiple clients. In-house teams are also immersed in the company culture, which an agency can learn in time and is invaluable for consistent brand messaging. However, even a very dedicated in-house marketing person may eventually wear many hats and, as a result, may not have time for the continued education and in-depth analysis required to refine your strategy and continuously grow marketing efforts.
Reaching the right person with the right message at the right time has become increasingly complex. The best programs use in-depth research and data analysis to market to multiple platforms and mediums. That said, it's a lot for one person or small teams to manage, and no one can be an expert in everything. These limitations may leave in-house teams hesitant to try new tactics or sink their teeth into the latest tools, which means you could miss out on opportunities to grow your business. While an external agency may present an additional cost for your business, it comes with the additional expertise, increased capacity for marketing efforts and access to powerful tools and insights that can catalyze business growth.

The benefits of collective experience

One of the most significant benefits of hiring an agency is the level of expertise and collective experience you gain access to. A good agency brings together individual experts, all with distinct disciplines, unique experiences and education. These individuals can dive deeper into their field and generate better results than a generalist, resulting in greater returns for your business. Collectively, especially if the agency you’re considering has been around for a while, they’ll also have experience with strategies, tactics, and challenges for businesses like yours.

Cost savings, really?

Yes! We know hiring an agency means another invoice but bear with us. Remember all those experts we mentioned above? They’re Web Developers, Graphic Designers, SEO Specialists, Social Media Experts, Photographers and Videographers, and of course, Marketing Specialists and Coordinators. Finding and retaining quality people in even one of these roles is challenging and expensive. An agency brings all of them, for the same cost of about one of those salaries.

When it comes to execution, all the experience an agency brings means they know which tactics will provide the best ROI and have access to the data to back that up. For example, an experienced digital specialist can spot opportunities to save on ad costs sooner than a marketing generalist might be able to.

Expand your efforts

Even if you already have an internal marketing team, hiring an agency is a great way to expand your capacity and resources. The right agency collaborates with your internal teams to deliver more creative solutions, deeper insights and results on a larger scale.

Keep it fresh

Good agencies are results-driven. They’re expert problem solvers and will always seek ways to drive the best outcomes for your business. This laser focus on measurable goals helps you evaluate the agency relationship and investment over time. The depth of experience and variety of perspectives under one roof also creates an environment where fresh ideas and innovation can thrive, so your marketing won’t go stale.

Can it be both?

Yes! Hiring an in-house marketing coordinator, for example, and an agency is not uncommon. We recommend it for some businesses as they scale. Communicating with your marketing agency shouldn’t overwhelm your day-to-day, but it does require a time commitment. As you grow, a marketing coordinator can oversee the day-to-day with the agency and help speed up the approvals and feedback cycle. At the same time, you can focus on your overall vision and running your business .

What should I look for when choosing an agency?

Marketing moves fast. Trends and technologies change at lightning speed, and an algorithm or platform update can bump you to the bottom of the results page overnight. With so many factors to consider, it can be challenging to know where to begin. The type of agency you select will depend on the goals you’re trying to accomplish. Think about your business or project needs, being as specific as possible.

Keeping your answers to these questions in mind will help you evaluate which agencies might be the right fit for your needs. It’s also important to consider your budget. Pricing between agencies may vary and is usually based on the services they provide and the kinds of clients they serve. You’ll likely have to ask about pricing by speaking to one of the sales team, but this interaction can be valuable too. Look for an agency that is transparent about its costs and how they’re structured.

Next, review their portfolio of work. Most agencies will have an online portfolio to browse. Through your discovery process with a sales team, they should include other examples or case studies relevant to your business or project needs. Considering their work, does it look like they can handle your project or brand needs?

Finally, seek a second opinion. Or third, or fourth….you get it. Check out online reviews and reach out through your networks for a word-of-mouth recommendation. You can even ask your prospective agency if they can provide some references.

Asking the right questions is vital when looking for a marketing agency. Sourcing and interviewing the right agency for your business may take some time, but the results are well worth it. The extra capacity and the right team of marketing experts in your corner can help you scale your business more efficiently than going at it alone. So, if you're ready to make a move, reach out to Thinkr today for a quick discovery session and put everything you’ve learned to work! In the meantime, download our guide of top questions to ask when interviewing potential marketing agencies and red flags to watch out for!

The Importance of Wireframing in Web Design

Why is Wireframing Important in Web Design?

Wireframing is an effective way to identify usability issues early in the web design process. Creating a wireframe gives the client, the developer, and the designer an opportunity to take a critical look at the structure of the website, see how content is organized, and make revisions easily. In addition, it gets everyone involved on the same page about what the website is supposed to do and how it is supposed to function.

What is a Wireframe in Web Design?

A wireframe is a skeleton or blueprint of a web page. This blueprint is a low-fidelity mock-up, void of colour, graphics, branding elements, and stylized fonts. A wireframe outlines the page’s navigation menu, spacing of elements, and how content is prioritized on the page. The wireframe also identifies functionalities and how users will interact with the site. Wireframing plays a vital role in connecting information architecture to the visual aspects of the design by showing pathways between pages.

We like to think of a wireframe the same as a blueprint for building a house; you wouldn’t focus on the interior design first, like wall colours, fabrics, or furniture, before dividing rooms or mapping out plumbing and electrical.

Tips to Make the Most of the Wireframing Process

  1. Remember that wireframes are a visual representation of the sitemap. Before we start wireframing, it’s important to know the site’s structure, such as primary pages, subpages, etc. The sitemap helps identify the user flow through conversion funnels and then later the layout is brought to the forefront when the wireframe is developed.
  2. Keep your wireframes simple. Wireframes are simple low-fidelity monochromatic layouts that outline page structure, functionality, and user journeys within a website. Working with a monochromatic mockup helps maintain focus on the layout and doesn’t distract with design elements. Starting with a simple wireframe is easier to work with if you decide to change and move things around.
  3. Should you wireframe every single page? Creating a wireframe doesn’t usually require that you lay out every single page from the sitemap. To keep the process efficient, wireframe only the high priority pages. This can include as few as two pages – for example, the homepage and a single internal page - or wireframing other important sections such as products or resource libraries where there will be a lot of data to organize.
  4. Don’t add too much detail. More details can be added later in the design process. Adding too many elements in the beginning can be confusing and hard to navigate. Drawing on paper is always a great place to start, and rough sketches allow you to jot ideas down quickly. Mocking up the wireframe in programs such as Adobe XD give the ability to add interactive elements, illustrate functionality and the freedom to browse from page to page. Seeing features without any creative influence forces everyone to look objectively at a website’s ease of use, conversion paths, link naming, and placement of elements. Wireframes can point out flaws in your site architecture or how a specific feature may work.
  5. Incorporate better responsive design from the start. Wireframing both desktop and mobile layouts are integral to the design process. Data shows that mobile internet usage has surpassed desktop usage since 2016. With this in mind, it is important to wireframe how the website layout will look and function to most website visitors. Creating both desktop and mobile wireframe layouts allows the client to see how the structure and arrangement of content will change and ensures nothing will be lost between devices.
  6. Think mobile first. Rather than starting with a complex desktop design and cutting out functions and content to make it compatible on smaller screens, a mobile-first approach focuses attention on how content is prioritized on smaller screens and helps identify what is essential to design elements and layouts.

    A mobile-first approach can address any UX issues early on and ensures a better user experience by starting with basic functionality. For example, if a feature relies heavily on hover effects to display content—which is only supported by a mouse cursor —those actions will be lost on mobile. As a result, mobile visitors might miss seeing important data. Therefore, the mobile version includes the most basic functions and features. We will add more advanced features, interactions, and more complicated effects for desktop later. A mobile-first approach also drives us to think of creative ways to arrange large amounts of content on mobile to relieve “scrolling fatigue.” We never recommend simply stacking content for mobile; visitors lose interest when scrolling long pages.

Make Wireframing a Fundamental Step in Your Web Development Process

The wireframing step in the web development process pays off in several ways:

  • Designs are more calculated, prioritizing a smooth user experience
  • Development teams will understand what they are building and how to lay out the pages, speeding up the next phase of the build
  • Content creation becomes clearer and more organized
  • Potential issues with function or user experience can be identified and addressed early
  • Everyone from the web team and client team will all be on the same page about what the website should do and how it is supposed to function.

Wireframing pushes usability to the forefront and is a strong way to illustrate the layout and functionality of pages. Using a wireframe is an objective way to look at the ease of use and conversion paths, while giving teams opportunity to identify flaws early. Wireframes create a more fluid creative process which leads to a more intuitive product.

At Thinkr Marketing we use wireframing to ensure everyone involved understands the overall vision for a website, saving time and costs for client projects. It’s a valuable part of our arsenal to bring the best service and most effective strategy possible to our clients.

Brands and Branding - Why Branding Matters

Branding is not that easily defined. Sure, there are many definitions for branding but branding is something that is emotive and subjective and not something that can easily be measured.

Brands and Branding

A brand is a set of expectations, memories, relationships and stories that if properly combined, make a buyer choose one service or product over another.

On the other hand, branding can be described as doing everything to influence the decision to actively choose your brand over another.

Types of Brands and Functions of Branding

When done right, a brand creates lasting awareness and remains, as we call it, ‘top-of-mind’, while creating trust and loyalty. It influences decisions, creates change, and ultimately grows market share. Brands like Coca-Cola, Apple, Nike, Google, Mercedes, and many more we all recognize and admire, have developed and maintained a very active and successful branding strategy. These companies understand the power of branding and they continually utilize their brand in every aspect of their business and marketing to create and maintain customer loyalty.

Brand vs Branding vs Identity

Not only does branding create the aforementioned values, but it also gives your business an identity. It establishes employee pride and loyalty and of course it enhances your business’s value.

You may think, well sure, it is important for these big brands like Coca Cola, but why is it important for my small local business that my clients already know? Your brand matters regardless of the size of your company and it matters even more for small businesses where there are often more buying options. Your brand influences every aspect of your customer's perceptions of your company. Branding builds trust, recognition, loyalty, and reputation.

What About Brand Names, Logos (and more…)?

So, we talked about the importance of a brand and branding, but what are the elements that you can control in order to have a great brand? There are essentially two types of brand elements, visual branding elements and non-visual brand elements. Let’s take a look at what these consist of.

Visual Elements of a Brand

Brand Name

Brand Colours



Slogan and Tag Line

Non-Visual Elements of a Brand

Some Non-visual elements forming part of your brand are your mission and vision statements.

Mission Statement

Vision Statement

There are many other non-visual brand elements such as brand values, brand identity, brand story, brand voice and personality, and brand extensions.

The Importance of Branding for Brands

As you can tell, there is a lot that creates and influences a brand and branding. We at Thinkr help our clients develop, audit, or fine tune their brand and branding, which consists of addressing all the brand elements mentioned. A successful company understands the importance of branding and how all these elements, when developed and tuned right, will accelerate a company, and set it apart from its competitors. After all, he who has the most brand equity wins!

Fostering A Successful Client-Agency Relationship

Creating long-term value for clients, especially in marketing, comes down to how well the relationship is managed. Getting to know your client, their business and goals is the first step but to take it further requires looking at ways to keep bringing them value. This is done with a balance of:  

  1. Process Development 
  2. Managing Expectations 
  3. Measuring and Reporting 
  4. Communication 

The willingness to learn, improve and understand clients are all equally important in long-term success. Relationship management and fostering client-agency relations is vital to delivering long-term success.

So, how do you set yourself up for success from the start? Let’s dive into the 4 elements necessary in establishing a successful client-agency relationship. 

1. Process Development 

Over the course of an agency's relationship with a client, it is critical to establish a set of processes and standards for your interactions with them.  

Doing so builds trust and provides confidence while reaffirming your expertise. It also helps to keep things organized - from standards in communications or the best times for meetings to turnarounds on approvals.   

Start building your process by visualizing all the interactions with your business and the major touchpoints of the project both internally and client-facing. Then leverage each one as an opportunity to provide updates, next steps and source feedback. You're mapping out a journey.  

An example of this from my role as Business Development Manager is in my sales pipeline. Customizing this pipeline helps me stay organized with multiple opportunities in the balance at one time. At each step of the process, there are a set of tasks to accomplish and client touch points all the way through, with opportunities for feedback too.  

It's important to bring clients into the discussion of process as well – so you can take advantage of opportunities where yours and theirs intersect. To build on my earlier example, we want feedback from clients on which decision makers to include at which stages, past experience with services like ours, and preferred timelines. This information helps us customize and align our approach within the established framework with the client's for a more seamless experience.   

As a marketer, this might mean collaborating with sales teams to find ways of improving the flow of leads through their own pipeline as you build a new drip campaign or diving into challenges with their employee retention to build creative rewards programs.   

Established processes are an important foundation in relationship building and a powerful tool in your toolbox for managing expectations as well.  

2. Managing Expectations 

In managing expectations it is important to be honest and transparent from the beginning. Not all clients are experts in marketing- which is why they've reached out to begin with. Plus, as you grow together, they'll learn more and there will be more opportunities to express the levels of value to the marketing strategy in place.  

Setting SMART goals and clear deliverables is next alongside assigning roles and responsibilities. Setting these early, and revisiting them often are helpful to keeping things on track. Don’t be afraid to use tools like shared to-do lists, calendars or Teams channels to keep things on track as well. Take the time to set clear boundaries and limitations as well to avoid unrealistic expectations.  

A great way to bring extra value to clients is by anticipating their needs and meeting them with creative solutions. A simple way to put this into practice is by knowing important cycles in the client's industry. For example, we might plan a campaign for an accounting firm around tax season. The foundations of this principle at Thinkr come from thorough research and regular brainstorming for all our clients.  

3. Measuring and Reporting 

Clear deliverables and SMART goals should always be measurable. This not only provides a tangible way of demonstrating project success, but also opportunities to track important changes, influences and growth over time.  

Elaborating with key takeaways, trends, and implications of any data in this phase showcases that deeper meaning in the work that really shows clients you understand their business.  

4. Communication  

We've heard it before, but it remains true: good communication is the foundation of a successful relationship!  

Establishing regular status updates, monthly reporting, quarterly reviews and such both with the client and with internal teams will help keep things on track and allow you to get ahead of any issues.   

It's important to make sure that the client feels heard and understood too so ask lots of questions, solicit feedback often and listen carefully. This is a great way to learn more about certain industries directly from the experts.  

Taking the time to really get to know clients is incredibly rewarding. Doing so can be tricky sometimes, especially when we can't meet in person, but this is where we get to be creative! For example, if I know the client likes coffee, I'll send a bag from a local roastery with an invitation to chat over a cup.  

Building Successful Client-Agency Relationships

Agencies can be the right hand of their client if they know how to make the most of them. When time is invested from the start on these four elements the chances of a successful client-agency relationship increases. These are keys to building a long lasting and mutually beneficial relationship.