by Miriam Hara | Aug 13, 2024 | Advertising, Agency, Branding, Creative
Does your current brand visual campaign undermine your brand’s authenticity?
Brand visuals are the cornerstone of a brand’s identity.
It is my stance that you cannot build a brand visual campaign utilizing stock imagery, especially when they should depict your target audience. Stock images featuring a person(s) in brand visual campaigns undermine the uniqueness and ownership of a brand’s identity. As a brand-maker, that makes me shudder. Time and time again I have seen brand campaigns featuring photos of the intended target audience in one journal and consequently the exact same image utilized for another brand or service.
In the age of authenticity, utilizing stock imagery depicting a person as a main brand image in your campaign seems counterintuitive. How can you be authentic if you’re using a stock image that was created without any knowledge of your brand? I know that feels like a leap in thinking.
It’s perposterous to think that models hired to be photographed for the sole purpose of your brand’s position also use your brand…and that is a point well taken. But still, not enough to sway me! Regardless, a brand visual starts with a unique concept that articulates the brand positioning. A concept that is uniquely stated for the brand, and part of that concept is the brand visual. Hence, that very fact makes it erroneous to consider utilizing a stock image that your brand does not own one hundred percent.
Original photography is just for your brand
An Art Director or Creative Director tailors original photography to convey a specific message, embedding the brand’s values in every pose and facial nuance. Unique visuals help forge an emotional connection with your audience, building trust and loyalty, and creating a stronger coherent narrative. More importantly, it allows the photograph to be 100% what you need it to be. Many times, when utilizing stock imagery, there are hours of digital imaging required to make it just so – just right.
Planning can extend the duration of the Brand Visual
Original Photography also allows you to create your own library of images that provide you with the added value of utilizing images of the same person, strengthening the brand identity with every piece. This further cements the brand visual in the hearts and minds of consumers. Additionally, original photography can provide you with an array of options within the same concept for the brand visual extending the duration of the brand campaign.
I get budgets are real…and so they should be.
Budget constraints are a real issue, and duly noted. When launching a brand, budgets should include the development of original content. This content includes taglines, communications messaging, concept development, and brand visual development. Photography is a huge part of a brand’s content and should be factored in.
When to use stock imagery?
There is definitely value in utilizing stock imagery. For example, photos of landscape scenes, the universe, the moon, the stars, the oceans and the sky. I always implore my team to “make it the brand’s own” by digitalizing it, adding colour or a blend of filters that truly make it unique. It’s also good to use stock images for less critical content while reserving budget for custom visuals in key campaigns.
Lastly, I’ll ask you to chime in. I am sure you have seen an image in a brand campaign and noticed the same image used by a completely different brand? How did that make you feel about the originality and authenticity of those brands?
by Miriam Hara | Jul 30, 2024 | Advertising, Agency, Management
Nostalgia for the Mad Man Era
It’s hard not to be nostalgic about what was once the ‘life of a creative’ in a marketing agency. We were the epitome of cool. Dress-down Fridays? Every day was a casual masterpiece of quirky tees, ripped jeans, and comfy sneakers. Flexible hours meant strolling into the office with a coffee at 10 AM or working from the cozy confines of home whenever inspiration struck. (Never mind the 24 hours days working on pitches and presentation!). And yes, the corporate world envied us. Afterall… “Those creatives have it all!”, while secretly admitting that they didn’t understand the first thing about creative world (or brain) at all!
The COVID Shift
But then came the year of the great equalizer: COVID-19. Suddenly, the perks that set us creatives apart has become quite the norm. Remote work was no longer a privilege but a necessity/ Our once-coveted flexible hours were now standard practice across industries. And let’s not forget about the dress code.The corporate world swapped suits for sweats, and our secret society of the daily casual Fridays lost its exclusivity.
Remember Drafting Tables?
There once was a time, not too long ago, that concepts and designs that were developed by advertising agencies were not only revered. They were viewed as the work as work of arts. Corporate clients were in awe on how we, creatives could conjure up brand magic – with our pens, papers, markers, airbrushing and typesetting. The brand stories we weaved and visuals we conceived left clients in wonder-struck. Atlas, all things change. As the digital revolution marched on, computers and AI joined the fray, the coveted talent of creativity seemed accessible to anyone with a decent laptop and an internet connection. Gone was the drafting table…and with it the corporate awe of the creative mind.
A New Reality
So today in the ‘life of a creative’, at least a creative at 3H starts not with a leisurely coffee run, but with a Zoom call. If we’re home, I would like to say we’re often still in our pyjamas, but no… we definitely dress casual…as our clients do on the other side of the laptop. Much to my chagrin, our brainstorms during COVID, had become virtual – and although our whiteboards are digital. Post-COVID, we do brainstorm, occupying the same physical space! The banter of the office, the shared lament of tweaking a design to death and of course, the shared ah-ha moments—that still happens! (YES!)
The Creative Struggle
Amidst all of these changes and shifts, the core of what we, and the “life of a creative’ remains unchanged. We still chase the thrill of the perfect idea, the rush of a campaign coming together, the satisfaction of a client’s wonderment. Yes, we navigate the challenges of remote work, balancing our creative impulses with the ever-present hum of distractions. The digital revolution, to be honest, gave us creatives amazing tools offering design advantages that really are awesome! The perks may have become common, but the true nature of creativity—the spark that ignites great ideas, the passion that drives us to push boundaries—that remains uniquely ours.
We accept that we may no longer be the exclusive keepers of flexible hours and casual dress codes. However as creatives, we continue to thrive, finding the creative in each brand mandate… and truly loving the journey of finding that one creative nugget.
We’d love to do just that for your brand. Let’s chat to see how we can bring your vision and your brand to life.
by Miriam Hara | Jul 18, 2024 | Branding, Marketing
Set the Bar High
When you’re in the business of creating brands the bar needs to be set high.That doesn’t mean that the brand should be high end. Creating a brand from the ground up is essentially comprised of many different “conscious marketing” decisions that are made. Those decisions are made regardless of the value of the brand…or rather the perceptual value of the brand. Whether you’re branding an economy line of products or an exclusive prestige line of products, a set of decisions need to be taken. We’ve all heard the saying it’s good enough. But is it really?
When adding in a layer of branding, good enough is never good enough. It just doesn’t cut it.
Those Not So Little Marketing Decisions
So what are these marketing decisions that need to happen. Well the first one, is identifying the market opportunity. Is there an opportunity to create a brand? Is there a need? We won’t get into whether it’s lucrative in this article. The premise today is to provide the context of creating brands, the decisions that make them a brand, and why every little nuance matters.
Next, key decisions need to be made about the brand identity and its core representation.This is no easy task and should be taken seriously. This includes what the brand’s mission, vision, values, and unique selling proposition are (USP). This takes us to the very next important decision; how and who do we define as our core target market? Who are the ideal customers? What are their demographics? At this stage, all types of decisions need to be made. Who are they? Where do they live? What do they do? What are their psychographics, needs, and preferences? Where to they go? To provide context, an economy line of household products might target budget-conscious families, while a prestige skincare line might target affluent, health-conscious consumers.
How Does Your Brand Walk the Talk?
This process involves creating essential brand identity assets, such as a brand position and key messaging, and then integrating all these decisions to develop a cohesive brand persona. What is your brand’s tone, style and social voice? And let’s not forget the brand logo and colours.
None of these elements when creating brands should be taken lightly or at face value. In today’s speed of business, and in the world of social communications last only for a nano second. It’s easy not to consider the implications of ‘just doing it’. To take leaps instead of steps, it’s easy to say it’s good enough. I’m here to implore you not to!
By meticulously making each of these decisions, you will ensure that your brand is not just good enough, but exceptional; and that’s how you resonate deeply with your target audience and stand the test of time.
by Miriam Hara | Jul 9, 2024 | Business Success, Communications, Social Media
Like many social platforms, the LinkedIn social platform has evolved. It launched itself as a social platform for professionals and to a large extent it has maintained that unique edge. I would argue that LinkedIn has somewhat devolved into a professional Facebook platform, with the many animal posts, inspirational/motivational posts or even sharing family milestones. But that’s a debate for another time. I’d like to discuss why we, as professionals are on LinkedIn, and what benefits that it provides.
Regardless of how many feel some posts are inappropriate for the platform, I still feel that LinkedIn is foremost a professional platform. That is how I use it as a professional and for my company.
In today’s world of hybrid remote working habits, coupled with company cell phones, the concept of the ‘cold call’ is becoming chillingly extinct. Reaching out to potential clients and trying to connect when there is no prior personal relationship or knowledge of your company is becoming increasingly difficult. Or is it?
Essentially, there are viable options for business development. We can all raise our arms in exasperation, but that leads to nowhere. Or, professionals and businesses alike must embrace the change of today’s business world and quite frankly celebrate the opportunity!
While the conventional cold call may be going the way of the DoDo Bird…. the new way of cold calling is quite liberating. As professionals our world has become way larger. The world is your oyster, and any segment you chose to pursue, a pearl can be found! No longer are we limited to geography, albeit, there are political considerations and possible limitations of transferable skills in regulated industries, but still our “professional” world is bigger. Who we can reach, how often we can become visible to our intended audience/target/potential clients has multiplied.
The Pros:
- No matter the industry, you’ll find a LinkedIn group/community that you can join. More importantly, you can participate in as a professional looking to increase your personal brand, or as your company.
- No matter where you reside, the acceptance of remote working, has provided many professionals with greater prospects that would have otherwise not have been possible, without relocation.
- The shear number of potential prospects that can be accessed via LinkedIn would never have been feasible, even by attending conferences physically and meeting face to face.
- If, finding the perfect lead is like the proverbial needle in a haystack; then, with LinkedIn, you can poke at numerous haystacks…simultaneously.
- The definition of relationship has opened up. You can now begin and have a relationship and connect with people you have never experienced a physical handshake with.
It does take effort to reap the benefits of LinkedIn, on a personal and business level. Here are the top 5:
Optimize Your Profile. Ensure that your profile is concise and utilizes keywords that clearly articulates your role. LinkedIn has its own search engine, so make sure that these keywords appear on your profile.
Keep Your Company Page Current. A company page shouldn’t sit there collecting dust. It must constantly be relevant and what is posted there must showcase company culture, brand values and mission, minimally.
Share Often. Share company updates, articles, and industry news to keep your audience informed and engaged, both on your company page and on your personal page.
Engage Consistently. Foster a community by engaging with followers through comments, shares, and discussions. Respond to inquiries and feedback to build trust and loyalty.
Build Visibility. Publish articles, create a company newsletter, promote products or services and post consistently.
Business development has definitely evolved, but that isn’t a necessarily a bad thing. I hope you found this helpful. I invite you to connect with me on LinkedIn, or connect with me here.
by Miriam Hara | Jul 8, 2024 | Advertising, Branding
The name of the marketing game is brand awareness.
If your brand (product or service) doesn’t achieve a strong brand awareness among your intended audience, it’ll probably end up in the proverbial big black hole in the marketplace universe. Ensuring your brand doesn’t get there is really about it’s brand identity and brand image.
Brand Image versus Brand Identity
Many often mistake brand image for brand identity, so let’s differentiate them here. When you begin developing a brand, you focus on setting it apart from competitors, or better yet, creating your own place in a cluttered market place. This process sparks the creation of a genuine brand identity, encompassing the distinct voice and visual style that convey your brand’s message to your audience.
A brand’s identity is completely controlled by the brand’s marketing custodians. It reflects their perception of what the brand should represent. A brand’s identity encompasses its character, personality, and essence. The visual elements include the logo, colors, and typography. The verbal elements cover the tagline, slogans, and messaging. Behavioural elements such as tone, brand values, and mission are also crucial. These brand assets form the foundation of how a brand presents itself. They appear in every marketing communication touchpoint.
A brand’s image is completely out of the brand’s marketing team control. Brand image is what your audience says and tells one another about the brand when you are not in the room! Of course the hope is that the brand identity that brand marketers have put forth is the way that the audience views the brand. But that is not always the case.Sometimes, the gap between brand identity and brand image can vary widely…and that’s not a good thing.
Brand identity and image are a dynamic symbiotic relationship.
Brand image is shaped by a brand’s audience experience. This includes word of mouth and one on one interactions with the brand through customer care and social media and product experience. Once a brand identity is established, it’s not one and done.
Brand awareness needs to be a priority to bridge any gap between brand identity and brand image.
The need for continuous evaluation of a brand’s strategy is imperative to maintain awareness and build positive consumer perception. Brand custodians must maintain authenticity and consistency in all brand communications and actions. The need to be responsive and true to the brand’s purpose is paramount.
How well does your brand identity align with the brand image held by consumers? Would love to hear your thoughts.
