We’ve all gotten them: the endless COVID-19 emails. Maybe you’ve even sent one. Every organization is shifting its policies to handle the coronavirus outbreak. But what happens when your new COVID-19 initiative or your entire company needs to pivot or rebrand in order to cope with changing times? Danielle Milner, founding partner and brand strategist of branding studio Do:Better, helps companies telling the story of how they’re helping and changing during COVID-19, and it’s more than spin. It can be surprisingly difficult, especially during stressful times, to figure out how to tell the story of how your organization is trying to help out, or why your mission has shifted to align with new circumstances. Do:Better helps companies of all sizes. Clients include United Way of Washtenaw County, Automation Alley, Ann Arbor SPARK, and Toyota. The design-focused branding studio out of Ypsilanti, Michigan, works with companies big and small, and according to Milner, “We do have a program specifically for tech startups.
Human Element, of Top 20 Fastest Growing Companies in Michigan, Creates The Kind of Culture They Want To Stay In
“We’ve been experiencing 3-4 years of 30% growth rate year over year,” Human Element’s Ben Lorenz tells us. “We’ve been an Inc 5000 company 3 years in a row and last year were named one of the Top 20 fastest growing companies in Michigan.” Ann Arbor is one of the fastest growing tech hubs in the Midwest, but what explains some companies like Human Element growing so much more quickly than others? To some extent, it’s positioning and the market they’re in. It’s no secret that AI companies are hot, as well as security. An e-commerce strategy company like Human Element has a lot of work to do catching up Midwest companies to digital business processes and online sales. But that’s not all it is.
Discoverability is an often overlooked but important topic for new ventures. Nick Suino of the Michigan SEO Group says he hears from companies a lot, from service providers to tech startups, who did marketing and SEO on their own to bootstrap and then come to him later with a website that won’t scale, or having neglected discoverability when they could have invested more in their outreach to start. It’s not always easy for a startup to know what to do when with marketing, since many are founded by professionals with industry-specific expertise and marketing comes after first sales. That’s why we were interested to hear from a company that supports other companies in getting SEO, online discoverability, and marketing off on the right foot.