The Found Gen

Marketing That Works.

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How to Refresh Your Visual Identity Without Losing Your Audience

Refreshing your visual identity signals growth, innovation and a commitment to staying current. This is exciting! But, you must tread lightly. Update too little, and your brand feels stale; update too much, and your loyal audience might feel like you just swapped their favorite coffee mug for a mystery cup. The key is evolution, not revolution. With the right approach, you can modernize your look, delight your audience and stay unmistakably you.

Why a Visual Refresh Matters

Even iconic brands like Nike, Coca-Cola and BMW make small tweaks to stay relevant. Your visual identity, including your logos, color palettes, typography and imagery, is your audience’s first impression of your business. Over time, trends shift, your business evolves and your audience’s expectations change. Updating your visuals can:

  • Modernize your brand so you stay competitive
  • Strengthen brand recognition with consistent, refreshed elements
  • Better reflect your current company values and personality

A thoughtful update ensures your brand stays memorable, relevant and perfectly aligned with the story you want to tell today—and tomorrow.

Brand Evolution, Not Revolution

Here’s the thing about brand refreshes, though. It’s not about flipping everything upside down. Too many drastic changes can confuse your audience and erode hard-earned recognition. Instead, think of your brand’s visual identity as an ongoing evolution rather than full-scale revolutions. 

For this, timing matters. Our advice is to aim for subtle refreshes every three to five years. Websites, email templates and social channels benefit from more frequent tweaks, whereas printed materials can last a bit longer before updates are needed.

With everything, the general idea is that you’re always continuing to move forward, even if the updates are subtle. A font change here, updated iconography there… You need your brand to represent your business as it currently stands. It can’t be stuck two decades in the past. If it is, you’ll immediately lose credibility before you even have a chance to earn it.

Keep Familiar Touchpoints

While updating your visual identity, maintain continuity where it counts. This helps your audience recognize you even as you evolve. Examples include:

  • Retaining signature brand colors or fonts as anchors
  • Keeping familiar logo shapes or motifs, even with slight updates
  • Gradually introducing new imagery styles rather than a sudden overhaul

These subtle threads prevent alienation and keep your brand recognizable across all touchpoints.

Contact Us Today to Get Started

Refreshing your visual identity doesn’t have to be a leap of faith. By planning for gradual evolution and maintaining familiar elements, you can modernize your brand while keeping your audience on board.

At The Found Gen, we help brands evolve their visual identity in ways that resonate with their audience and elevate their marketing efforts. If it’s been a few years—or even a decade!—since you’ve updated your branding, now is the perfect time to give it a refresh. Contact us today to get started.

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A Step-by-Step Guide to Building Your 2026 Marketing Strategy

The start of a new year is the perfect time to take a step back, assess your marketing efforts and plan for the future because, trust us, “winging it” rarely works. A solid marketing strategy keeps your brand top-of-mind while driving growth, building loyalty and ensuring every dollar you invest works as hard as your morning coffee. 

Here’s your step-by-step guide to creating a marketing plan that will set your business up for success in 2026 without the guesswork, panic emails or caffeine-fueled all-nighters.

1. Reflect on 2025: What Worked and What Didn’t

      Before you can look ahead, you need to take a solid look in the rear-view mirror. A clear understanding of where you are today (and how you got there) will help you define goals for the future. So, zero in on your past campaigns:

      • Which strategies brought the highest ROI?
      • What content, channels or promotions fell flat?
      • Did your audience engagement and lead generation meet expectations?

      Analyzing your wins and lessons learned will set the foundation for smarter decision-making in 2026.

      2. Define Your 2026 Marketing Goals

      Armed with that information, you can now define what you want to achieve this year. As always, your goals should be SMART:

      • Specific – The goal must be clear with not an ounce of ambiguity in it (i.e., increase website traffic by 20%).
      • Measurable – You must be able to track your progress. Tie a number or other measurable criteria to your goal.
      • Achievable – This is the reality check portion of your goal setting. Can it be realistically attained given your resources and other constraints?
      • Relevant – Goals are most effective when they are tied to your broader business objectives. Their purpose should align with your priorities.
      • Time-bound – Timelines are strong motivators. Establishing parameters for completion adds urgency, focus and accountability.

      When we put it all together, a SMART marketing goal might be something like: “Increase web traffic by 20% over the next 6 months by posting 1 blog post per week.” Clear goals like this guide your strategy and make it easier to evaluate success.

        Your audience drives your marketing decisions. That’s why it’s crucial to refine your understanding of exactly who you’re targeting. This can be done by segmenting your audience based on demographics, behaviors and preferences; gathering insights from surveys, customer feedback and analytics tools; and identifying pain points your brand can address.

        3. Understand Your Audience Better Than Ever

        The more detailed your audience profiles, the more personalized, relevant and effective your marketing campaigns will be because the goal with any marketing strategy is to meet the right person at the right place and the right time. If you don’t know who they are and what they need, how can you help them?

        4. Map Out Your Channels and Content Strategy

        Next, decide where and how you’ll communicate with your audience (this is the “right place and right time” portion of your strategy). Common platforms include:

        • Email marketing – Plan your campaigns, newsletters and automated flows.
        • Social media – Identify platforms where your audience is most active.
        • Content marketing – Decide on frequency and format for content (blog posts, videos, infographics, eBooks, and other web and print content channels).
        • Paid advertising – Consider whether to augment efforts with PPC, social ads or retargeting campaigns.

        Bring it all together with a cohesive content calendar that aligns your goals and key dates for the year. Keeping your strategy front and center helps ensure consistent messaging across all touchpoints.

        5. Budget Wisely and Allocate Resources

        Even the best strategy fails without the right resources. Determine how much budget you can dedicate to each channel and campaign, and whether you need to hire talent, outsource or invest in new tools to get there. A smart allocation plan ensures you’re investing where it counts most.

        6. Lather, Rinse, Repeat

        Lastly, recognize that a marketing strategy is never “set it and forget it.” Build in regular reviews—quarterly or even monthly—to assess results, tweak tactics and seize emerging opportunities. Flexibility and responsiveness will keep your 2026 strategy relevant and turn a good plan into a great one.

        Ready to Make 2026 Your Best Marketing Year Yet?

        At The Found Gen, we specialize in helping businesses craft strategic, actionable and results-driven marketing plans. If you want to hit the ground running in 2026 with a strategy that drives growth and builds lasting connections, contact us today.

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        Generative AI and Copyright Issues: What You Need to Know

        Whether AI terrifies or excites you, the fact of the matter is that artificial intelligence is here—and it’s here to stay. Generative AI tools like ChatGPT have completely transformed how users create content, write music, design graphics, edit videos and more.

        As this technology becomes more and more integrated into everyday life, including in marketing and creative work, one big question keeps popping up: who actually owns the content AI creates? (Spoiler alert: the answer lies in all the shades of gray).

        Here’s what you need to know about how copyright applies to AI-generated materials so you can stay creative and compliant.

        Who Owns AI-Generated Content?

        At the core of the copyright debate is authorship. Under current U.S. law, copyright protection only applies to “original works of authorship” created by a human being. That means content made entirely by AI cannot be copyrighted.

        If, however, a human contributes meaningful creative input by writing, editing or directing the AI’s output, those human elements may qualify for protection, though authorship will always be analyzed on a case-by-case basis.

        But Wait! There’s More!

        Another thorny area when it comes to using generative AI has to do with the data itself that’s used to train AI models. Generative AI tools learn from massive datasets, and often these datasets may include copyrighted material. Other times, they are pulled from web pages without consent or knowledge from the owners.

        This raises additional legal and ethical questions. For example, if an AI learns from existing copyrighted works and produces something similar in its output, is that infringement? Courts are still hashing this out, but for now, the best practice for businesses to stay in the clear is to:

        • Use reputable AI platforms that disclose their data sources and comply with copyright law.
        • Avoid directly replicating the style, likeness or wording of another creator’s work.
        • Always review and edit AI-generated/AI-assisted content before publishing.

        Looking Ahead: The Future of AI and Copyright

        As U.S. Copyright Law catches up to technology, expect to see more regulation around how AI models are trained, how creators are compensated and what counts as “human authorship.” In general, the right approach has always and will always be balance: embrace the innovation of AI while protecting your intellectual property and respecting that of others. As you consider ways to use AI as a tool for your business, remember that the real value still lies in human creativity, direction and intent. If you need help creating authentic, human-driven content that truly resonates with your readers, give our team a call at The Found Gen. We can help your busin

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        TFG Holiday Gift Guide for Your Clients

        The holidays are a golden opportunity to strengthen your client relationships and show genuine appreciation for their partnership. A thoughtful gift can go a long way in reminding clients how much you value their trust, collaboration and continued business. But here’s the catch: client gifting is an art form. The best gifts are personal without being overly familiar, professional without feeling impersonal and always aligned with your brand’s tone and values.

        At The Found Gen, we know how important those relationships are and how a small gesture of gratitude can make a lasting impression. So, we’ve curated a gift guide to help you find the perfect balance of thoughtful, polished and memorable.

        Client Gift Ideas That Truly Resonate

        Client appreciation should never be about bribery or sales tactics. Rather, it’s an opportunity to strengthen relationships through authentic connection. Whether you’re sending a holiday gift or surprising a client on a random summer day, these moments of gratitude remind them how much you value their trust and partnership (and, of course, keep your business top of mind in the best possible way). Here are some suggestions.

        1. Experience-based gifts – Sometimes the best gift isn’t something to unwrap—it’s something to do. Think virtual mixology classes, online masterclasses or tickets to a local event. These gifts are memorable, personal and show that you know them beyond just the business relationship. Platforms like Uncommon Experiences or MasterClass can make it easy to gift unique experiences.
        • Gifts that give back – Show your values by supporting a cause your clients care about. Donate in their name, choose sustainable brands or gift products from small or local businesses. Thoughtful and responsible gifting sends a powerful message about your brand’s priorities.
        • Personalized office gifts – Give clients something that feels both professional and personal, like custom stationery, engraved pens or sleek leather accessories.
        • Gourmet treats with a personal touch – Who doesn’t love a good snack? Send a curated gift box of small-batch chocolates, coffee or local specialties. Make it even more meaningful by including a handwritten note about why you chose that gift.
        • The classic handwritten note – Never underestimate the power of an old-fashioned thank-you card. Whether you’re expressing appreciation for their loyalty, celebrating a project milestone or just saying, “We couldn’t do this without you,” a handwritten message is timeless and always appreciated.
        • “Just because” surprises – Who says appreciation has to wait for December? A surprise note or small gift during a slower time of year can have an even greater impact. Try sending a branded coffee tumbler with a “thinking of you” message or a discount code for future services. It’s those unexpected gestures that really make clients feel valued.

        Make Appreciation Part of Your Year-Round Strategy

        While the holidays are a natural time to express gratitude, don’t let it stop there. Thoughtful gestures sprinkled throughout the year can build stronger client relationships, improve retention and keep your business top of mind. At The Found Gen, we help businesses build relationships that last through intentional marketing, creative storytelling and authentic communication. If you need help crafting a client appreciation strategy that shines year-round, contact our team today.

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        TFG Holiday Gift Guide for Your Employees

        ‘Tis the season for full-on fête. Now is the perfect occasion to celebrate the people who keep your business running every single day. From the problem-solvers and creative thinkers to the steady hands who make everything happen behind the scenes, your team deserves to be celebrated and recognized in a way that feels genuine and personal.

        But finding the right way to say thank you can be tricky. You want to avoid cookie-cutter gifts while still keeping things practical and within budget. That’s why our team at The Found Gen team pulled together this list of thoughtful gift ideas that show appreciation, boost morale and, most importantly, spread a little cheer in the process.

        Holiday Gift Ideas for Your Employees

        Here’s a roundup of some top gift ideas you can share with your employees this year.

        1. Personalized desk essentials – Small touches can make a big difference in an employee’s workspace. Think customized notebooks, engraved pens or a sleek accessory. For higher-end options, check out Leatherology for monogrammed office accessories or Papier for personalized stationery.
        • Team experience gifts – Instead of physical items, give the gift of connection. Host a team cooking class, escape room event or holiday happy hour. Platforms like Uncommon Experiences offer creative virtual and in-person options to bring your team together, no matter where they’re located.
        • Self-care staples – The holidays can be stressful, and burnout is real. Encourage relaxation with gifts like cozy blankets, aromatherapy candles or gift cards to local spas or wellness brands. Subscription boxes (like TheraBox or Sips) are also great for giving employees a little “me time” that lasts beyond the holidays.
        • Tech tools that make work easier – Practical doesn’t have to mean boring. A wireless charging pad, Bluetooth keyboard or ergonomic desk stand can help your employees stay organized and comfortable. For remote teams, a small tech stipend or digital gift card lets them choose what’s most useful for their setup.
        • Gifts that give back – Spread the holiday spirit by giving gifts that do good. Support local businesses or choose products from your favorite mission-driven brand.
        • Food and beverage favorites – You can never go wrong with a good snack. Curate custom gift boxes with local treats, gourmet coffee or hot chocolate kits. Alternatively, brands like BoxFox and SnackNation make it easy to send branded gift boxes that everyone will love.

        Put a Bow on It

        Whether you’re giving something small and heartfelt or organizing a larger team celebration, the best gift you can give your employees is appreciation. A handwritten note, a genuine thank-you message during your company meeting or a surprise early day off can make just as big an impact as any physical gift.

        At The Found Gen, we’re all about helping businesses build lasting connections—both with their customers and their teams. If you’re ready to strengthen your company culture and keep your brand shining all year long, connect with us today to learn how we can help your business grow.

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        TFG Holiday Gift Guide for Business Owners

        The holidays are the perfect time to show a lil’ extra appreciation for the business owners, clients and team members in your life who keep things moving all year long. But finding the right gift can be tricky. You want something thoughtful, useful and inspiring (without slipping into kitsch or cliché territory). That’s where we come in.

        At The Found Gen, we know what makes business owners tick (besides coffee, of course). So, we’ve rounded up our favorite gifts that hit the sweet spot between practical and personal, because don’t we all deserve a little joy this season?

        Gift Guide Round Up for Business Owners

        Here are some ideas to get you started on your holiday shopping spree.

        1. Desk upgrades that spark productivity – Give their workspace a glow-up. Think personalized stationery, desk accessories or a leather-bound folio. Bonus points for gifts that make their daily grind just a bit more beautiful. Both Leatherology and Pottery Barn have some classic and classy office accessories that will elevate any workspace.
        • Tech to drive efficiency – Help them stay one step ahead of the curve with tools that make work easier: a sleek wireless charging pad, noise-canceling headphones, an ergonomic mouse or HD webcam. Still not sure what would strike a chord? Think about the tools and tech you love most and pay it forward. Chances are good that if you love it, they’ll love it, too!
        • Gifts of self-care – Running a business is no small feat, and every entrepreneur deserves a moment to recharge. Consider gifts like a mindfulness journal, a local spa gift card, calming candle or a cozy subscription box (think coffee, candles or gourmet snacks).
        • Books that inspire big ideas – For the business owner who’s always learning, a well-chosen book can go a long way (and when you pair it with a handwritten note, the gift will go twice as far). For inspo on what to give, check out HBR’s list of 40 best business books to read.
        • Gifts that give back – From sustainable office supplies to products from other small businesses, giving thoughtfully reflects your own brand values and supports others chasing their entrepreneurial dreams.

        Wrap It Up with Gratitude

        At the end of the day, the best gift you can give a business owner is appreciation. Whether it’s a handwritten note, a client thank-you or another small gesture that says, “I see all your hard work,” it’s the personal touch that truly stands out. At The Found Gen, we specialize in helping businesses make meaningful connections year-round through thoughtful marketing and authentic storytelling. If you’re ready to elevate your brand beyond the holidays, contact us today to discover how we can help your business grow.