Frequently Asked Questions

User journey mapping is a method to understand and visualise the interactions a user has with a product or service. It involves creating a narrative or visual representation of the user’s experience, from initial contact to goal completion.

When Soto Group commence a project research is conducted to gather insights about the target audience, including demographics, behaviours, and preferences. Touchpoints are identified, including digital and physical interactions.

We will develop a user journey map illustrating the user’s actions, emotions, and pain points. We ask questions like – What is it they truly need? What will be a driver for them to take action?

We analyse the map and identify opportunities for improvement and optimisation. Continual iteration is essential to ensure the map remains accurate and reflective of user experiences.

Ready to bring your vision to life with Soto? Fantastic! Let’s collaborate and turn your ideas into reality. Getting started is easy – simply reach out to our team using one of the following methods:

Enquiry Form

Fill out the enquiry form on our website with your details and project requirements. Our team will review your details promptly and get back to you with next steps. (Remember the more information you provide the better, it saves us time on your discovery call so you get more value!)

Email Us Directly

Send us an email to with a brief overview of your project and any questions you may have. We’ll be happy to assist you further and discuss how we can best support your needs.

Just Pick Up The Phone!

Prefer a more direct approach? Give our team a call at 1300 204 804 for a friendly chat about your project goals and how we can help you achieve them. If no one is free at the time of your call we will get back to you ASAP!

When getting in touch about a potential new project, it is useful to be ready for the questions we will likely ask, such as:

  • How did you find out about Soto Group?
    • We are marketers after all, if we didn’t ask this question we’d be pretty average at what we preach to clients!
  • What are your project / business goals?
    • Think about financial goals, reputational goals, long and short term goals
  • What is your ideal timeframe?
    • While most businesses we work with want their new brand or website as soon as humanly possible (and we don’t blame you, we get excited about them too!) unless you have a specific need for a particular timeframe we recommend you allow a MINIMUM of 3 months for your project.
    • Just as a diamond requires millions of years of pressure and heat to transform from carbon into a precious gem, a branding project needs adequate time for creativity and ideas to undergo development and refinement, ensuring the final product shines with clarity and impact.
  • What investment are you willing to make to achieve your goals?
    • This is important, because if you have not thought about it, or have not defined it, this could signal to us you might not be ready to work with us. Having a clear idea of what your brand and future growth is worth investing in now, helps us propose a solution that is right for your current stage

Understanding Brand IP is a really important factor that can often be overlooked. We are known as rebranding specialists, and many companies that come to us looking to be rebranded, are forced to rebrand due to Trademark and Intellectual Property breaches, or potential risks.

So we always recommend factoring in IP searches as part of a new brand process. Determining if your brand can be trademarked involves several factors:

Brand Name and Logo Distinctiveness
Your brand must be distinctive, meaning it should stand out from other brands in the marketplace. It should not be generic or too descriptive of the products or services you offer.

Brand Name Availability
Before committing to a brand name, you should conduct a search to ensure that there are no existing brand names that are identical or similar to yours in the same category of goods or services. This helps to avoid potential conflicts. You should also conduct a domain search to see if an ideal domain is available without paying too much for it.

Your brand name, logo and icons should not infringe on existing trademarks. This means it should not be confusingly similar to trademarks that are already registered or in use by other companies.

Legal Requirements
Your brand should meet the legal requirements for trademark registration in the jurisdiction where you intend to register it. This typically includes being capable of being represented graphically and being used in commerce.

Whilst we do conduct preliminary high level desk top research when developing a brand name, We highly recommend you seek the advice of a trademark attorney or professional who can guide you through the process and help ensure that your brand meets all the necessary requirements for trademark registration.

At Soto Group we can assist you with considering these factors and conducting thorough research, so you can determine if your brand is eligible for trademark protection.

Email marketing can be a high converting tool for many businesses, whether B2B, B2C, product based or service based. Soto Group offers a variety of email marketing services to help you connect with your audience, nurture leads, and drive conversions.

We design eye-catching email templates in your platform of choice (we can help you choose the right one for your needs), we can write engaging content and analyse results and trends to optimise send times, contact themes and audience preferences. Our team will work with you to develop email campaigns that deliver results and are KPI driven.

We absolutely do! Soto Group provides tiered website security and maintenance services to safeguard your website and keep it running smoothly. Our website security and maintenance services are designed to proactively protect your website from cyber threats, ensure its stability and performance, and provide ongoing support to meet your evolving needs.

Read our articles on website security and maintenance:

Website Maintenance

Website Security Tips

We sure are! Whilst we develop in a myriad of platforms and code we are proud to be a WordPress website design agency. With our expertise in WordPress development, we create user-friendly websites that align with your brand identity and business goals and are easy for you or your team to edit and work within.

WordPress is a versatile and powerful platform that allows for flexibility, scalability, and customisation, making it an ideal choice for businesses of all sizes and industries. Whether you need a one page showcase website or a complex e-commerce solution, Soto Group has the skills and experience to bring your vision to life on the WordPress platform.

From custom themes and plugins to responsive design and SEO optimisation, we’ll ensure your WordPress website is tailored to meet your specific needs and objectives. Plus, with our ongoing support and maintenance services, you can trust that your website will continue to perform at its best long after launch.

The short answer is yes. Depending on the size of your team, there will be a degree of work that team leaders will need to do on top of their daily workload. However, our goal is to ensure a smooth transition with minimal disruption to your operations. We’ll work closely with your team to plan the rollout strategically and provide support throughout the process.

We are experts at bringing your team along the journey with you, so the excitement of the rebrand outweighs the grumbles that may come with having to rebrand their internal documents or client facing collateral.

When developing a new brand we consider many factors, and the best brands are formed from a thorough understanding of your market, your industry and most importantly your perfect customer. So it can be difficult to give a definitive timeframe, however the following can be used as a guide:

Small Brand Projects
1-3 Months from brand workshop to full creative delivery

Established Brand / Rebrand Projects
3-12 Months from research phase through to final rebrand / debrand plan

We have worked to tight deadlines and government funding program milestones in the past, so if you have specific deadlines for your project make sure you let our team know in your discovery call so we can make sure we map out the best solution for you.

While we appreciate the versatility and user-friendliness of platforms like Squarespace and Wix, Soto Group specialises in custom website design and development tailored to our clients’ unique needs and objectives.

Our team is obsessed with the user journey, and prefer to build websites that are customised to your unique customer journey. While we have designed and developed websites using a variety of technologies and platforms, including WordPress, Shopify and WebFlow along with custom-built solutions – we are usually engaged by our clients to bring them out of these restrictive platforms into more flexible design platforms.

By leveraging our expertise and creativity, we ensure that each website we create reflects our clients’ brand identity and delivers an exceptional user experience.

If you’re looking for a website that stands out from the crowd and aligns perfectly with your business goals, chat with our team to see what options are available. Contact us today to learn more about our website development services and how we can help you achieve your online goals!

A typical rebranding project can take anywhere from 2 to 12 months, depending on the project’s complexity and scope. We strive to work efficiently while ensuring ample time for creativity and iteration. If you have an ideal timeframe or have an urgent need to rebrand please let us know when submitting your enquiry or during our discovery call.

Businesses and organisations are always looking for ways to improve their online and website visibility. Here are a few things you should consider to improve your website organic traffic and organic reach:

  • Optimising your content for relevant keywords.
  • Producing high-quality, engaging content regularly. (long form content is a winner!)
  • Promote your content on social media platforms and customising your posts for each platform.
  • Optimise for local search if your business operates locally. Update your Google My Business Page
  • Ensure your website is mobile and tablet friendly.
  • Improve website loading speed for a better user experience. Use tools like Google Page Speeds to analyse your current load time
  • Monitor website performance with tools like Google Analytics and Semrush.

If this sounds like a whole lot of work (it is!) reach out via our contact form or give us a call to chat about where your website is at and how we can help you reach your website goals.

Success metrics can include increased brand awareness, improved customer perception, higher engagement rates, and ultimately, growth in sales or market share. We’ll define specific KPIs at the project’s outset and monitor these post-launch. We can also build brand monitoring systems and tracking tools specifically for your organisation so you can continue to track brand success long past our engagement.

You certainly can! We work within all major website hosting platforms like GoDaddy, Siteground, Webcentral, Australian Servers and many others. Our migration team manage a seamless website migration into your hosting platform of choice.

HOWEVER – not all website hosting is created equal, and if you have not selected a package we recommend chatting with our team about options available. Cheaper hosting packages often highly compromise website loading speeds and have variable customer service.

Our team has developed a number of Shopify websites, and we love the simplicity that Shopify offers for small businesses that are product based. However, Shopify websites can come with design setbacks and limitations.

If you are looking for a product based ecommerce website have a chat with our team about the benefits of the various platforms available, including Shopify.

A brand refresh and a rebrand are both strategic initiatives undertaken by companies to enhance their brand identity, but they involve different degrees of change:

Brand Refresh

A brand refresh typically involves making minor updates or adjustments to an existing brand identity.

  • It focuses on modernising and revitalising elements of the brand without completely overhauling its core identity.
  • Changes may include updates to the logo, typography, colour palette, imagery, messaging, or other visual and verbal elements.
  • The goal of a brand refresh is often to keep the brand current, align it with evolving market trends, and maintain relevance with the target audience.A brand refresh typically means things like domains can be retained but that a new visual can bring new life to the brand.


A rebrand involves a more significant and comprehensive overhaul of the brand identity.

  • It often includes changes to the brand’s name, logo, visual identity, messaging, positioning, and even its core values or business strategy.
  • The purpose of a rebrand may be to redefine the brand’s identity, differentiate it from competitors, target new markets, address negative perceptions, or signal a strategic shift in the company’s direction.
  • Rebrands are more transformative and usually require extensive market research, stakeholder input, and communication strategies to ensure a successful transition.

While both a brand refresh and a rebrand our goal is to strengthen your brand’s identity and perception, a refresh involves incremental updates to the existing brand, whereas a rebrand involves a more comprehensive and transformative change.

As rebrand experts we will assess exactly what is right for your business. Rebranding can be a disruptive process to a business, so we will listen to your needs, challenges and goals and together map out which option is best for your business.

Our team at Soto Group excel in crafting corporate branding solutions that leave a lasting impression. With our expertise in branding and design, we can help your business stand out in today’s competitive marketplace.

From corporate logo design to full corporate brand identity development, we offer comprehensive corporate branding services tailored to your unique needs and vision.

Soto Group are brand equity specialists. Our Cofounder Matthew Crouch is an industry leading speaker and one of his most demanded topics is about how to create and maintain brand equity.

But we know that many individuals and companies don’t really understand brand equity or what it means when you do or don’t have it.

In simplistic terms – brand equity refers to the intangible value that a brand name holds in the minds of consumers. It represents the influence and power that a brand has over consumer choices and their willingness to pay more for products or services associated with that brand. Brand equity is built over time through various factors, including:

  • Brand Awareness
  • Brand Perception
  • Brand Loyalty
  • Brand Associations
  • Brand Image
  • Brand Positioning

Brand equity reflects the value and influence that a brand has in the marketplace, driving customer preference, loyalty, and financial performance. It is a valuable asset for companies and requires strategic management and investment to nurture and maintain over time.

Brand equity is the difference between a $1,000,000 business exit and a $15,000,000 business exit. Strong brand equity allows you to launch new products or services with immediate uptake from your existing audience or customer base.

One of the most desired yet undervalued brand considerations is brand equity. To understand you brand equity or to improve your brand equity get in touch and ask to speak to our Creative Director and Brand Equity Expert Matthew Crouch.

Yes! We provide website hosting through dedicated Australian servers to ensure your data stays secure and local. This is important for government organisations and not for profits with specific data requirements and anyone needing SOC2 certified partners. Our comprehensive website hosting services complement our web design and development solutions.

Our website hosting services are reliable, secure, and high-performance hosting solutions tailored to the unique needs of our clients.

If you are opting to have Soto Group build your website we can  include complimentary website hosting.

With Soto Group’s website hosting services, you can expect:


Our hosting infrastructure is built on robust servers and networks to ensure maximum uptime and reliability for your website. We employ industry-leading technologies and monitoring systems to proactively address any issues and maintain optimal performance.


We take website security extremely seriously. Our hosting solutions include advanced security measures such as firewalls, malware scanning, and regular backups to safeguard your website and data from cyber threats and potential data loss.


Our hosting environment is optimised for speed and performance to deliver fast loading times and an exceptional user experience for your website visitors. We utilise cutting-edge caching techniques and content delivery networks (CDNs) to ensure rapid delivery of your website content worldwide.


Whether you’re a small business just starting or a large enterprise with high traffic volumes, our hosting solutions are scalable to accommodate your evolving needs. We offer flexible hosting plans and resources to support your growth and expansion requirements.


Our team of experienced professionals is available to provide technical support and assistance whenever you need it. From setting up your hosting account to troubleshooting issues and answering questions, we’re here to ensure your hosting experience is smooth and hassle-free.

We understand the importance of reliable and secure hosting for your website’s success. With our hosting services, you can focus on growing your business while we take care of the technical aspects of hosting your website.

We have a team of technical copywriters who understand the power of words and how they can shape brand identity and engage audiences.

Whether you need website copy, blog posts, marketing collateral, social media content, or email campaigns, we have the expertise to deliver content that resonates with your target audience and drives results.

We also provide technical copywriting services such as research report writing, grant writing, project report writing and white paper writing.

We certainly do! At Soto Group, we understand the importance of a strong brand name in making a memorable impression and setting your business apart.

Our experienced team is skilled in the art of brand naming and can help you find the perfect name that resonates with your target audience and reflects your brand identity.

When we consider a brand name, we will walk you through the various options and why they are important. We will also help you understand the Intellectual Property (IP) implications when selecting a brand name.

Many small businesses and new companies start without a true understanding of the difference between a brand and a logo. In the same breath, 60% of businesses in Australia fail within the first 3 years of operation. Scary stats. There could be some correlation between the two.

With that said, a brand strategy is what defines a brand and is essential. We have written an article on just this topic, but here is a birds eye view of why you need a brand strategy:

  • Defines Brand Identity
  • Guides Decision-Making
  • Builds Brand Awareness
  • Prioritises Customer Loyalty
  • Differentiates from Competitors
  • Drives Growth and Profitability
  • Adapts to Changing Market Conditions

At Soto Group a strong brand strategy is the foundation of all our brand and rebrand projects. We pride ourselves on launching and relaunching businesses and organisations for long term success.

This is one of those ‘How long is a piece of string’ questions. Really your website pages should be planned and developed based on extensive user journey mapping. But below are just a few pages to consider when developing a new website.

  • Homepage: The main landing page that provides an overview of your business and directs visitors to other sections of your site.
  • About Us: A page that introduces your company, its mission, values, team members, and history.
  • Products/Services: Pages that detail the products or services you offer, including descriptions, images, pricing, and specifications.
  • Contact Us: A page with contact information, such as your address, phone number, email, and a contact form for enquiries.
  • Blog/News: A section for blog posts or news articles related to your industry, updates about your company, or helpful tips for your audience (a must have for SEO).
  • Testimonials/Reviews: A page showcasing customer testimonials, reviews, or case studies to build trust and credibility.
  • FAQs: A page addressing frequently asked questions about your business, products, or services.
  • Portfolio/Gallery: If applicable, a page displaying examples of your work, projects, or past achievements.
  • Privacy Policy: A page outlining how you collect, use, and protect visitors’ personal information in compliance with privacy laws.
  • Terms of Service: A page detailing the terms and conditions governing the use of your website and any transactions or agreements with users.
  • Legal Pages: Depending on your jurisdiction and industry, you may also need pages such as a disclaimer, copyright notice, and disclosure policy.
  • Site Map: A page or section that provides a hierarchical overview of your website’s structure and navigation.

This is a good starting point for website pages to consider. Ready to create a website that drives results? Contact Soto Group today to discuss your project and take your online presence to the next level!

The cost of developing a new brand varies greatly depending on the project’s scale, required deliverables, and specific needs. Factors we consider are things like:

  • Do you have a preferred brand name, or will we need to undertake a brand naming process including a brand name workshop
  • Will we need to conduct market research? How much market research have you already performed that we can utilise? The more you understand your market, the easier it is to ideate your new brand
  • Who are your competitors – if we are building a brand to take on Coca Cola, significant time and design hours go into reaching the optimal visual design as well as brand positioning. However, if you are a startup business and are not looking to take out the biggest player in your industry, the costs can scale down.
  • The number of brand assets or sub brands we need to consider.
  • And many other factors

A new brand development with Soto Group on average ranges from $7,500 – $60,000.

When you have your discovery call with one of our team members we will talk about your budget, and your goals, and work out what can be achieved.

If you are looking to create a new brand but your budget does not fit into the range above, you should definitely still get in touch. We have relationships with a number of design partners and freelancers who may be able to support your budget.

Soto Group are a full service creative agency delivering impactful brands, websites and marketing strategies.
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