Back9 Creative has always been about helping businesses grow. But before that, we were Back9 Design, a small team focused primarily on graphic design. In 2016, we became Back9 Creative to reflect a broader offering that included branding, content, video, web, and more.
Now, we’re evolving again.
Introducing: Back9 Digital.
It’s more than a name change. It’s a reflection of where we’ve come from — and where we’re going.
The Evolution: From Design to Creative to Digital
When we launched as Back9 Design, the focus was simple: deliver sharp, effective design work.
As client needs changed, we expanded. We built websites, crafted marketing campaigns, and told brand stories. So in 2016, we rebranded to Back9 Creative — because we were no longer just a design shop.
But today’s world is different again. Digital isn’t a side service. It’s the core of how businesses grow.
And it’s time our name reflected that.
Why Back9 Digital?
Back9 Digital is built around one idea: Growth doesn’t come from design alone — it comes from smart digital strategy, backed by data and ongoing improvement.
That’s why we’ve shifted to:
Growth-Driven Design (GDD) websites that launch faster and evolve continuously.
Performance marketing that ties campaigns to real ROI.
Search, analytics, and automation that give clients an edge in a crowded market.
We still believe in great creative. But now, everything we do is measured against what it achieves.
What’s Changing?
Aside from the name — not much, and everything.
The Back9 Creative team you know is still here.
The quality and creativity you expect? Still the same (arguably better).
But now, our delivery is even more focused. Tighter. Sharper. Digital-first, results-always.
Whether it’s building a better website, running smarter campaigns, or refining your digital funnel — we’ve got the strategy and tools to help you grow.
What It Means for You
If you’re a business that’s ready to move past just “having a website” — and want digital assets that actually work for you — Back9 Digital is built for you.
We don’t believe in one-and-done projects.
We believe in partnerships, progress, and performance.
Back9 Creative got us here. Back9 Digital is what takes us — and our clients — forward.
Brand messaging is the art and strategy of communicating your company’s core values, unique selling propositions, and personality to your target audience. It’s the language, tone, and key ideas that consistently represent your brand across all platforms and touchpoints.
Effective brand messaging goes beyond just a tagline or slogan. It encompasses your brand story, your mission statement, your elevator pitch, and the key messages that you want to convey about your brand. When done right, it creates a cohesive narrative that customers can easily understand and connect with, fostering brand recognition, trust, and loyalty.
Let’s dive a little deeper…
What is Brand Messaging?
In an era of information overload and fierce market competition, brand messaging has become more crucial than ever. With countless businesses vying for attention across digital and traditional platforms, a strong brand message can be the difference between blending in and standing out.
At its essence, brand messaging has the following components:
Defines your brand identity: It articulates who you are, what you stand for, and why you exist. This involves your brand’s mission, vision, and core values, which form the foundation of your identity.
Communicates both your value proposition and your USP: It clearly expresses what makes your products or services unique and beneficial to customers. The value proposition conveys the overall benefits and value to the customer, while the USP highlights a specific unique feature or aspect that sets you apart from competitors.
Outlines your brand promise – This promise goes beyond the immediate benefits of the product or service and speaks to the overall experience and emotional connection the brand aims to deliver. The brand promise is a commitment to the customers about what they can consistently expect from your brand, fostering trust and loyalty.
Establishes your brand voice and personality: It sets the tone and style of all your communications, ensuring consistency. This includes the language, tone, and style used in all your brand communications, reflecting your brand’s character and values.
Resonates with your audience: It speaks directly to your target customers’ needs, desires, and pain points. Effective brand messaging should connect emotionally and rationally with your audience, addressing their specific needs and motivations.
Differentiates you from competitors: It highlights what sets you apart in the marketplace. This involves clearly communicating the distinctive aspects of your brand that provide a competitive advantage.
Allbirds are a great example of a brand with a strong promise. Image from https://www.allbirds.co.nz/pages/sustainable-practices
Why is Brand Messaging Important?
In a world where consumers are bombarded with thousands of marketing messages daily, clear and compelling brand messaging isn’t just nice to have – it’s essential for survival and growth in the modern business landscape.
Effective brand messaging differentiates your business in a crowded market, making it stand out among competitors. It builds brand recognition and recall, ensuring that your brand stays top-of-mind for consumers. By creating emotional connections with customers, brand messaging fosters loyalty and trust. Consistency across all marketing channels is achieved through well-crafted messaging, providing a unified and coherent brand experience.
Additionally, it guides internal decision-making and shapes company culture, ensuring that every action aligns with the brand’s values and goals.
Well Known Examples of Effective Brand Messaging
Allbirds
Tagline: “Made from nature, for nature.”
Core Values: Sustainability, comfort, and simplicity.
Messaging: Allbirds focuses on their use of natural, sustainable materials to create comfortable footwear. Their messaging underscores their commitment to the environment and transparent practices, resonating with eco-conscious consumers who value simplicity and quality.
Apple
Tagline: “Think different.”
Core Values:
Innovation: Pioneering new technology and pushing the boundaries of what’s possible. Examples include Apple products like the iPhone, iPad, and Mac, which are often seen as industry leaders in innovation. Simplicity: Creating products that are easy to use and understand. This is evident in the intuitive design of Apple’s operating systems and devices, ensuring a seamless user experience. Quality: Delivering high-quality products and services. Apple’s meticulous design and manufacturing processes ensure that their products are durable and reliable. Customer Focus: Putting the customer at the center of everything they do to provide an exceptional experience. Apple’s customer service and support are renowned for being responsive and helpful, ensuring customer satisfaction. Privacy: Protecting user data and privacy. Features like data encryption and transparent privacy policies underscore Apple’s commitment to safeguarding user information. Environmental Responsibility: Reducing environmental impact. Apple’s initiatives include using recycled materials, reducing their carbon footprint, and promoting sustainable practices. Accessibility: Making technology accessible to everyone. Accessibility features in Apple’s products ensure that people with disabilities can use their technology effectively.
Messaging: Apple’s messaging often highlights how their innovative products make life simpler and more efficient. Their tagline “Think different” encapsulates their spirit of innovation and simplicity.
Apple emphasises the premium quality of their products and their commitment to enhancing the user experience. Privacy and environmental responsibility are also key themes, as seen in campaigns like “Privacy. That’s iPhone.” and their extensive reports on sustainability.
Apple’s marketing frequently showcases how their products empower all users, including those with disabilities, further reinforcing their value of inclusivity.
Whittaker’s
Tagline: “Good honest chocolate.”
Core Values: Quality, tradition, and integrity.
Messaging: Whittaker’s highlights their dedication to crafting high-quality chocolate using traditional methods and ethically sourced ingredients. Their messaging conveys a sense of trust and reliability, emphasizing their long-standing presence in the market and their commitment to honesty and excellence.
How to Develop Strong Brand Messaging
Here’s Back9’s Step-by-Step Guide to Crafting Effective Brand Messaging:
1: Understand Your Target Audience
Research and Analyse: Conduct market research to gather information about your target audience’s demographics, psychographics, needs, desires, and pain points.
Create Buyer Personas: Develop detailed profiles of your ideal customers to better understand their motivations and behaviors.
Engage with Your Audience: Use surveys, interviews, and social media listening to gain direct insights from your customers.
2: Define Your Brand’s Core Values and Personality
Identify Core Values: Determine the fundamental principles that guide your brand’s actions and decisions.
Establish Brand Personality: Decide on the human characteristics that best represent your brand, such as being trustworthy, innovative, or playful.
Align with Mission and Vision: Ensure that your core values and personality reflect your brand’s mission and vision statements.
3: Identify Your Unique Selling Proposition (USP)
Analyse Competitors: Study your competitors to identify gaps and opportunities in the market.
Highlight Unique Features: Determine the distinct features or benefits of your product or service that set you apart from the competition.
Validate Your USP: Ensure that your USP is relevant, meaningful, and resonates with your target audience.
4: Craft Clear, Concise, and Memorable Messages
Develop Key Messages: Create a set of core messages that communicate your value proposition, USP, and brand promise.
Use Simple Language: Ensure that your messaging is easy to understand and free of jargon.
Create Taglines and Slogans: Develop catchy and memorable taglines that encapsulate your brand’s essence.
5: Ensure Consistency Across All Touchpoints
Develop Brand Guidelines: Create a comprehensive brand style guide that outlines the use of logos, colors, fonts, tone, and messaging.
Train Your Team: Ensure that all team members understand and adhere to the brand guidelines.
Audit Your Channels: Regularly review all marketing channels, including your website, social media, and print materials, to maintain consistent messaging.
6: Test and Refine Your Messaging Based on Customer Feedback
Gather Feedback: Use surveys, focus groups, and customer reviews to collect feedback on your messaging.
Analyse Data: Evaluate the feedback to identify areas for improvement.
Adjust Messaging: Refine your messages based on the insights gained to better resonate with your audience.
Monitor and Iterate: Continuously monitor the performance of your messaging and make adjustments as needed to stay relevant and effective.
What should good brand messaging do?
Cuts through the noise, capturing your audience’s attention
Builds instant recognition, making your brand memorable
Fosters emotional connections, turning customers into loyal advocates
Communicates your unique value, setting you apart from competitors
Guides consistent communication, reinforcing your brand identity
Common Pitfalls to Avoid
Inconsistent messaging across channels, overly complex or confusing messages, failing to differentiate from competitors, and neglecting to evolve messaging as the brand grows are common pitfalls that can undermine the effectiveness of your brand messaging strategy.
When your messaging lacks consistency across various platforms, it can confuse customers and dilute your brand identity. Similarly, messages that are too complex or unclear can fail to engage your audience, leading to misunderstanding or disinterest. Not standing out from competitors diminishes your brand’s unique value, making it harder for customers to choose you over others.
Lastly, as your brand evolves, failing to update and refine your messaging can make it seem outdated and out of touch with current market trends and customer expectations, ultimately affecting your brand’s relevance and appeal.
Remember, good brand messaging is clear, consistent, and authentic. It should be reflected in everything from your website copy and advertising to your customer service interactions and product packaging.
If you need a hand developing brand messaging for your business, get in touch with us.
As a small business owner, understanding your target market is crucial for success. But what exactly is a target market, and how do you identify yours? Let’s break it down and explore some strategies that can give you an edge over your competitors.
What is a Target Market?
A target market is a specific group of consumers that a business identifies as the most likely buyers of its products or services. It’s essentially the segment of the population that the company focuses its marketing efforts on, believing these individuals are most likely to become customers. The consumers can also be broken down further into different groups based on demographics, geographic factors, psychographic factors and behavioural factors.
Demographics
Demographics refer to statistical data about a population or a specific group of people. Common demographics include:
Age
Gender
Income level
Education level
Occupation
Marital status
Family size / composition
Ethnicity or race
Nationality
Demographics offer valuable insight into a target market but are often used in conjunction with psychographic factors such as personality, values, attitudes, interests and lifestyle etc).
Geographic factors
These factors include locations where a person lives, works or shops. Some common examples include:
Country
Region
Urban/suburban/rural areas
Climate
Psychographic factors
These factors relate to lifestyle, personality and values. Some psychographic examples include:
Interests and hobbies
Attitudes and beliefs
Values and lifestyle choices
Behavioural factors
These factors include how a consumer uses or interacts with products. These can include:
Buying habits
Brand loyalty
Product usage rate
Benefits sought
For example, a company selling luxury watches might define its target market as:
Men and women
Ages 35-65
High income bracket ($100,000+ annually)
Living in urban areas
Interested in fashion and status symbols
Value quality and craftsmanship
Target Market vs. Target Audience: What’s the Difference?
While often used interchangeably, these terms have a subtle difference:
Target Market: This is the broader group of potential customers for your business.
Target Audience: This is a more specific subset of your target market, often defined for a particular marketing campaign or message.
For example, if you run a local bakery, your target market might be health-conscious adults aged 25-60 in your city. However, for a campaign promoting your new line of gluten-free products, your target audience might be more specifically adults aged 30-45 with gluten sensitivities.
How to Identify Your Target Market
Analyse Your Product or Service: What problem does it solve? Who benefits most from it?
Look at Your Current Customers: Who are they? What characteristics do they share?
Check Out Your Competition: Who are they targeting? Is there an underserved segment?
Conduct Market Research: Use surveys, interviews, or focus groups to gather data.
Create Customer Personas: Develop detailed profiles of your ideal customers.
Tips to Give You a Competitive Edge
Niche Down: Instead of trying to appeal to everyone, focus on a specific subset of the market. This allows you to become the go-to expert for that niche.
Leverage Local SEO: Optimise your online presence for local searches to attract nearby customers.
Personalise Your Marketing: Use the data you’ve gathered to create highly targeted, personalised marketing messages.
Engage on Social Media: Build relationships with your target market by being active and responsive on platforms they use.
Offer Exceptional Customer Service: Word-of-mouth referrals from satisfied customers can be your best marketing tool and best of all – it’s free.
Remember, identifying your target market isn’t a one-time task. As your business grows and evolves, regularly reassess and refine your understanding of who your ideal customers are. A business can have different target markets for different products and services.
By focusing your efforts on the right target market, you can make your marketing more effective, improve customer satisfaction, and ultimately grow your small business.
So, you’ve got killer ideas, a fire in your belly, and dreams as big as the sky. You’re ready to take on the world with your own business. But hold your horses, my ambitious friend! Before you start ordering those “CEO” business cards, let’s talk about the cost to start a business and make those dreams a reality.
The beginning
First up, let’s talk about setting up shop (or buying an existing business). Whether you’re opening a cozy coffee shop or launching the next big tech startup, there are some basic costs you can’t escape. Think business licenses, permits (they can take their sweet time), and all that fun legal stuff. Due diligence can’t be skimped on so be prepared to shell out some dough for a good lawyer. Writing an business plan is also a good idea. It’ll help you gain clarity of your vision and goals as well as help you identify potential opportunities and challenges.
Housing it all
You’ll need a location for your business whether you need a store front or a backroom warehouse. One of the key decisions you’ll need to make is whether to lease or purchase a commercial space for your operations. Leasing can be a cost-effective option, especially for new businesses, as it typically requires a lower upfront investment compared to buying property. It also offers flexibility, allowing you to relocate or renegotiate terms as your business grows or circumstances change. However, it’s essential to carefully review the lease agreement, paying close attention to factors such as the lease term, rent escalations, renewal options, and any restrictions on the use of the space. Engaging a real estate professional or an lawyer can help you navigate the leasing process and ensure you secure favourable terms that align with your business needs and long-term goals.
The next step
Now, let’s talk about the fun stuff – plant and stock. Depending on your business, this could mean anything from a warehouse full of gadgets to a garden full of organic kale. Either way, it’s gonna cost ya. And don’t forget about marketing! You’ll need a killer logo that screams “I’m awesome!”, a website that doesn’t look like it was built in the ’90s, signage that makes people stop and stare, and print materials that make you look like a million bucks (even if your bank account says otherwise).
It doesn’t stop there. Don’t forget about the little things that add up fast like office supplies, insurance, and let’s not forget about everyone’s favourite – taxes! Yep, Uncle Chris wants his cut, even if your business is just a twinkle in your eye.
Whats the damage?
So, how much is all this gonna cost you? The truth is, it varies. But here’s a tip: take whatever number you have in your head, and then double it. And just for good measure, add a little extra on top. Trust me, you’ll thank me later.
But hey, don’t let all this talk of money scare you off. Starting a business is like riding a roller coaster – it’s scary, it’s exhilarating, and sometimes you’ll want to throw up. But in the end, it’s one heck of a ride. So, strap in, hold on tight, and get ready to chase those dreams – cash in hand!
The main advice – don’t skimp on the marketing when you start a business
Starting a business is no walk in the park, especially when it comes to money. But with a little humour, a lot of hard work, and maybe a few extra dollars in your pocket, you can turn those dreams into reality.
So, go ahead, take the plunge – just don’t forget to leave enough in the piggy bank to market your great venture. There is no point in putting in all the time and effort to start a business but not being able to effectively tell anyone about it.
When it comes to Agency Credibility, this article is not about being ‘wanky’ or pretentious. And whether we agree with it or not, reputation is key when it comes to any business. Especially for agencies like design firms or marketing companies. Customers need to know that they can trust the work being done by these agencies. And that they will get their money’s worth in terms of results. Having a physical space where customers can visit helps build trust. And make them feel comfortable working with an agency. It also demonstrates that the agency is serious about providing quality services. That’s because they have invested in setting up a permanent office space rather than working out of someone’s bedroom or garage.
In this day and age, anyone with access to a computer can call themselves an expert in design, marketing, or SEO. But having a professional office says much more than words ever could. It shows potential customers that you are dedicated to your craft and willing to invest time and money into creating something great. Something they can buy into without hesitation because they know you aren’t just here today, gone tomorrow. On top of that, having an inviting office space makes any customer experience so much better. It not only makes customers feel welcome but also allows them an opportunity to learn more about what you do!
Agency Credibility and Professionalism
Having a dedicated studio space will add credibility to your Agency and make it appear more professional. Your clients will view you as a legitimate company with dedicated resources and processes. Being seen that way is much more credible rather than just another freelancer working out of their bedroom. It shows that you are serious about what you do and willing to invest in your client’s success. Plus, nothing beats having an inviting meeting area when onboarding new clients!
Collaboration and Creativity
Another great benefit of having a dedicated office space is that it makes collaboration easier. When everyone is located in the same room (or at least the same building!), ideas flow more freely and productivity increases exponentially. Working together in close proximity allows for real-time brainstorming sessions and creative solutions to problems on the spot—all things that are not easily accomplished through video conferencing alone.
Plus, having an office space allows you to create a branded environment that reflects your company culture. Having fun décor items can help foster creativity and make team members feel comfortable expressing themselves within the workplace too. That’s because Super-cool design offices stir the senses!
Cost Efficiency
Finally, investing in an office space can actually save you money when done correctly! Instead of renting out multiple conference rooms for each meeting or struggling with poor wifi connections while remote-working from home offices or coffee shops, you have one central place where all of your meetings can take place—saving you time and money spent on transportation costs as well as rental fees for conference rooms.
Maybe it’s not the be-all and end-all. And we’re not saying it’s solely how a client should choose the right marketing agency for their business. But all in all, investing in a studio space has many benefits for businesses of all shapes and sizes! From increasing agency credibility to fostering creativity and culture amongst a team. Establishing a permanent workspace should be an integral part of any company’s growth plan. Whether you run a small digital marketing agency or manage dozens of employees across multiple locations—investing in a nice studio space is always worth considering if you want to stand out from the competition!
So you’re starting a business and you’ve been told you need a business plan. And you’re like, “Ugh, really?” Because if there’s one thing entrepreneurs love more than starting businesses, it’s writing lengthy documents about those businesses. Just kidding. We all know that business plans are about as much fun as getting a root canal. But the truth is, whether you’re seeking funding from investors or just trying to figure out what the heck you’re doing, a business plan is an essential part of any successful business. Here’s how to write a business plan that’ll actually get read.
Write a Business Plan in reverse.
When you’re writing a business plan, if you start with what you want to achieve, (such as how much profit you want to make) and work backward from there, this will help you identify the actions you need to take in order to achieve success. Having some SMART goals along the way will definitely help too.
1. Keep it short and sweet.
No one wants to read a 100-page document, no matter how well-written it is. So don’t make your business plan longer than it needs to be. One page is all it needs to be. The key is to include only the most important information—the stuff that’ll actually help you achieve your goals. Anything else is just fluff. Find out how to do this with our Business advisor and mentor, John Schol.
2. Make it visually appealing.
Remember, your business plan is a sales pitch—you’re selling your business idea to potential investors or partners. So it needs to look good! Use plenty of white space, headings and subheadings, and images or charts to break up the text and make it easy to scan. Perhaps engage a graphic designer to make it look great.
3. Write a business plan in plain English.
Avoid jargon and technical terms like “synergy” and “leverage.” Remember, you’re writing for people who may not be familiar with your industry or your company, so make sure your language is accessible to everyone.
4. Be honest—but optimistic.
No one likes a braggadocious blowhard, but investors and customers do want to see some confidence in your ability to succeed. When writing a business plan, strike a balance by being honest about the risks and challenges involved in your business while still conveying your enthusiasm for its potential success.
Write a Business Plan and Smash your Goals
Writing a business plan doesn’t have to be a pain in the ass—if you keep it short, sweet, and visually appealing; write in plain English; and strike a balance between honesty and optimism, you’ll be sure to create a document that’ll actually get read (and maybe even help you achieve your goals).v
