by Miriam Hara | Oct 3, 2023 | Agency, Business Success, Communications, Creative, Design, Marketing
What Is Design Thinking?
We all live and work in a world that is constantly evolving and transforming. Design thinking helps guideus through the maze of challenges that traditional problem-solving methods can’t quite navigate. For sure we’ve all encountered challenges and have gotten stuck with a problem and think, “There’s gotta be a better way”? Enter design thinking. Think of it as a buddy system for your brain. It’s about teaming up, caring about the people you’re helping, and coming up with ideas that haven’t been chewed over a million times.
Design thinking is a versatile approach to problem-solving, transcending industries and disciplines.No matter what your profession is…design thinking can help you create innovative solutions that truly matter.
Lets Break It Down In 5 Easy Steps
These non linear steps, rather they are fluid, allowing for continuous refinement and improvement.
1. Empathize: Understand your users. It’s like getting into someone else’s shoes. You gotta feel what they feel. Chat with ’em, hang out, just get their vibe.
2. Define: Frame the problem. So what’s the real issue here? Break it down into simply succinct phrases and make it clear.
3. Ideate: Generate solutions. Time for a brain party! Toss around any and all ideas. Crazy is welcome. Let the creative juices flow!
4. Prototype: Bring ideas to life. Show it! Chicken scratches will do! Make a doodle, a rough thingy—anything to get your idea across.
5. Test: Refine and improve. Can you say research? I can’t say it enough. Get out there! Let your target poke at it, tell you what’s up, and then tweak as needed.
Is It Really Worth It?
Whether its about product design or social innovation, design thinking offers benefits that go beyond simple problem-solving.
Unleash Creativity: Design thinking encourages creativity and innovation. Fostering an “safe” environment, your giving your brain permission to go wild!
Better with Buddies: Collaboration drives innovation. When everyone’s in, ideas get prolific!
Users Dig It: Understand and empathy provides perspective. If your users are smiling…you’ve got a win!
Roll with the Punches: Don’t get propriety about the solution. Being flexing and open to change is the name of the game. Change is cool.
Some Real World Evidence:
- Sharing platform Airbnb was facing a crisis in 2009, with little revenue and lackluster growth. The founders turned to design thinking to identify the root cause of their problems, which turned out to be the quality of their listings. They noticed their photos were kinda meh. They jazzed that up, and now they’re big-time.
- Stanford University’s d.school: The Hasso Plattner Institute of Design at Stanford University, better known as the d.school, has been a pioneer in design thinking education. These professors teach the good stuff. Helping future world-changers do their thing.
- IDEO.org: This non-profit design and innovation consultancy focuses on addressing poverty and social challenges through human-centered design. They’re out there fighting the good fight. From health to learning, they’re making days brighter.
Thinking the Design Way
Embracing this way of thinking is about more than adopting a new methodology—it’s about cultivating a new mindset.
• Feeling is Knowing: Give a genuine listen. It’s cool to care.
• Messy is Okay: Life’s a rollercoaster. Hang tight and enjoy the ride.
• Mix It Up: More minds, more magic. Different folks, different strokes.
• Do the Thing: Whip something up. Test it out. Fix, repeat. Action beats perfection.
Design thinking is so much more than just a problem-solving methodology – it’s a mindset and a way of life. It’s not just some buzzword. For us at 3H, it’s the ‘secret’. We dig it, enabling us to deliver exceptional results for our clients.
by Miriam Hara | Sep 27, 2023 | Agency, Branding, Marketing
I know, it’s an awkward stated headline, but I wrote it that way intentionally because it clarifies the point. In business we often hear the term ‘logo’ used interchangeably with ‘brand’. However, while these 2 terms are inextricably linked, they are not synonymous. A brand is so much more than its logo. It encompasses the persona, essence, and positioning of a brand. While brand logos play a significant role in a brand’s identity, “a logo does not a brand make’.
Case in point: When you see a bitten apple logo, you instantly think of Apple. But is it just the logo that resonates with you? It’s the association of innovation, sleek and minimalistic design, superior quality, and a certain lifestyle that comes to mind. This total experience is the brand.
The Brand Beyond the Logo
A brand is the sum of all experiences, feelings, and perceptions a customer has with your company. It’s your company’s personality and character, the promises you make and keep, the values you uphold, and the way you communicate with the world.
Let’s talk Coca-Cola: Their brand is not just about their unique logo or signature red and white colour scheme. It’s about happiness, togetherness, refreshing moments, and universal appeal. Coca-Cola has consistently positioned itself as more than a beverage company – it sells an experience, a feeling. Their ads, marketing campaigns, social responsibilities, and even the tone of their communications, all resonate with this brand essence. And I must point out that it’s the evolution of its brand essence. Coca Cola has been around for a long time.
Logos – Part of the Larger Whole
A logo, while essential, is only a visual representation that triggers recognition for a brand. It’s like the cover of a book that invites you to dive deeper into the story – the story is the brand itself.
Okay, I can’t talk about logos without bringing up Nike‘s famous ‘swoosh’ logo. The simple, fluid design symbolizes motion and speed, fitting for a brand that outfits athletes. But Nike’s brand goes beyond the logo. The Nike brand is about motivation, aspiration, performance, and breaking barriers. The tagline “Just Do It” echoes this sentiment and has driven association of that sentiment right into the swoosh.
The Persona, Essence, and Positioning
Creating a successful brand involves establishing a strong brand persona, essence, and positioning. The brand persona is like the character of your brand – how it behaves, communicates, and interacts with its audience. The essence is the heart and soul of your brand, its fundamental nature or quality. And brand positioning is how your brand distinguishes itself from competitors in the market.
Take Tesla for instance. It has positioned itself as not just a car manufacturer, but a pioneer in sustainable energy solutions. Its brand persona is innovative, forward-thinking, and bold. Albeit, I would say that has more to do with Elan Musk than any branding initiative! The essence of Tesla revolves around sustainability, cutting-edge technology, and luxurious performance. Tesla’s logo, although simple and elegant, does not alone make Tesla the brand it is today. It’s the larger narrative that brings the brand to life.
In a nutshell, a logo is an essential part of your brand, but it’s only a piece of the bigger branding picture which extends far beyond it.
What does branding mean to you, beyond the logo? Share your thoughts here!
by Miriam Hara | Aug 11, 2023 | Advertising, Agency, Branding, Creative
Has the mojo of creating ‘creative’ shifted hands?
Many think that creative agencies have lost their relevance due to computer software, apps, and social media tools taking over the roles once held by creative directors, illustrators, and designers. Consequently, the magic that was once inherent in the creative agency’s offerings seems to have vanished. Well that just not so, and I’ll explain why I think that.
In today’s tech-driven and social media-dominated world, it’s important to ask ourselves: What makes branded creative concepts truly magical? There’s been a tremendous amount of buzz about social media…and there has always been a discussion about the increasingly changing role of the creative agency.
While computer software, apps, and social media have democratized creativity, it’s essential to avoid oversimplification by equating accessibility to software and platforms with top-tier branded creative concepts.
Despite their prevalence, the creative process behind these concepts retains the power to evoke magic, even in the age of social media.
It’s important to understand that creative concepts go beyond design, software, apps, or social media trends. Believing that creative concepts are solely about these elements would be naive. In reality, a solid creative concept requires more than just design expertise or the ability to create viral content with modern tools. Developing exceptional creative concepts that resonate in today’s connected world demands time, effort and critical strategic thinking. It’s not about the software or the latest social media craze, it’s about the ah-ha! moment.
While clients may have profound knowledge of their business, creative professionals and designers possess the skills to bring forth that special ‘ahh’ reaction.
Drawing from my experience of running a boutique agency for 35 years, I have witnessed the transition from drafting table to computer screen and the rise of social media as a powerful tool for creative expression. I can confidently affirm that the creative mojo is alive and well, even in this new landscape. In fact, it may be even more accessible than ever before! So YES, agencies can and do continue to deliver creative concepts in the digital age.
Throughout the years, our team has tackled a wide variety of projects. We have taken fragmented pieces and seamlessly woven them into cohesive, succinct creative concepts that tell a story both offline and online. Additionally, we have successfully transformed dry, complex material into engaging, accessible content that thrives across various social media platforms. There’s something truly special about a beautifully crafted, on-brand piece of creative work. It brings forth a sense of beauty and joy!
Creative minds have a unique perspective that fuels amazing creativity. If software or social media had truly diminished the magic of creative concepts, we would expect TV ads, music, promotional contests, PR campaigns, and other creative outlets to suffer the same fate. However, time and time again, we have witnessed properly conceptualized, executed, timed, and delivered creative content evoking positive reactions both offline and online.
Branded creative concepts, when thoughtfully developed, remain magical in this age of technology and social media. The perception that creative concepts have lost their magic may stem from an influx of mediocre creative work that fails to deliver desired results or capture the attention of today’s digital-savvy audience. In the realm of marketing and branding, this is far from magical.
I look forward to hearing your thoughts on this subject. Please share them in the comments below.
by Miriam Hara | Aug 4, 2023 | Agency, Branding, Marketing
One of my favourite expressions is that brands are living organisms. I believe brands are not stagnant entities. They breathe, evolve, and mature over time. Just like any other living organisms that surround us. We often speak about brand evolution and what it means, not realizing that as brands evolve they “become”. Therefore, the evolution of a brand’s being, essentially, the art of rebranding a living organism is a delicate balance of observation and analytics.
Here’s something to think about: When it comes time to rebrand – the brand has something to say about what it evolves to and how!
Brand’s Humble Beginnings
Every brand, whether a household name or a budding start-up, begins its journey as a germ of an idea with great potential. Think of iconic brands like Apple, Nike, google or Coca-Cola. These brands were not always the global brand powerhouses we know them as today. They started with a vision and an offering that they made unique. Just like living organisms, brands go through a growth process, adapting to the ever-changing environment and consumer preferences.
Nurturing Brand Growth and Relationships
One critical aspect of nurturing and evolving a brand, is through various touch points or connections. The interactions a brand has with its target audience across different channels are what will provide its sense of being and the strength of its relationship with its audience. This includes everything from social media engagement, customer service, advertising campaigns, to product experiences. By carefully nurturing these aspects, brands can shape their identity and foster deeper relationships with their customers. They Become.
Starbucks is a perfect example of this. It has mastered its reach and connection far and wide. From the moment customers step into their stores, they are enveloped in a warm, inviting brand ambiance. The friendly baristas, the aroma of freshly brewed coffee, and the carefully designed interiors all contribute to the unique Starbucks experience. Additional, their engaging social media presence and loyalty programs further enhance the customer journey. Starbucks understood and understands the evolution of its brand. Each touchpoint with their customer base is seen as an opportunity to strengthen their brand and create a lasting impression.
Brand Evolution: The Art of Rebranding
This brings us to the concept of rebranding—a strategic decision made by marketers to redefine a brand’s image, target audience, or positioning. Rebranding can breathe new life into a stagnant brand, help it stay relevant, and appeal to evolving customer needs. While rebranding can be a powerful tool, it must be approached with caution. Brands need to carefully consider their loyal customer base and ensure that the essence and values that customers associate with the brand remain intact. A well-executed rebranding strategy can breathe new life and energy into a brand, while a misaligned one can alienate customers and erode trust..
In the fast-paced digital age and market, monitoring brand evolution is crucial. Social media, customer reviews, and data analytics provide unprecedented access to real-time feedback and insights. By actively monitoring a brand’s trajectory, companies can make informed decisions, adapt swiftly to market dynamics, and nurture a brand’s growth.
I believe, just like living organisms, brands possess the power to adapt, mature, and leave a mark on our world.
Do you envision brands as living organisms? Please let me know your thoughts here.
by Miriam Hara | Jul 7, 2023 | Agency, Branding, Creative, Design, Marketing, Social Media
A brand style guide is more than just a collection of fonts, colours, and logos. It’s the roadmap that leads every piece of your brand’s communication, ensuring consistency across different platforms, media, and teams. An effective style guide is the cornerstone of a strong brand identity, guiding your brand’s voice and visual representation while leaving room for creativity and evolution.
Consider, for instance, the brand style guides of Mailchimp and Shopify. These aren’t just sets of rules or constraints; they are comprehensive narratives that tell the brand’s story.
Mailchimp’s style guide is renowned for its perfect blend of clarity, detail, and brand personality. It outlines the brand’s tone of voice, typographical choices, colour palette, and even provides specific examples of do’s and don’ts. It’s not just an instruction manual; it’s a reflection of Mailchimp’s quirky and friendly brand personality.
Shopify’s guide, on the other hand, strikes an exquisite balance between aesthetics and functionality. It delves into the details of the brand’s visual elements, typography, and even provides guidance for writing product copy. It’s a testament to Shopify’s commitment to providing user-friendly and aesthetically pleasing e-commerce solutions.
So, how do you create a brand style guide that informs, inspires, and tells your brand’s story? Here are some best practices:
Understand Your Brand: The first step in creating a brand style guide is understanding your brand’s mission, vision, and values. What does your brand stand for? Who is your target audience? What is your unique selling proposition? Answering these questions will provide the foundation for your brand’s visual and verbal identity.
Define Your Brand’s Visual Elements: This includes your brand’s logo, colour palette, typography, and imagery. Be specific about when and how to use these elements. Provide clear examples and guidelines to ensure consistency.
Establish Your Brand’s Voice and Tone: Your brand’s voice is its personality, and its tone is how it communicates in different contexts. Is your brand voice professional, friendly, or playful? How should it adapt to different situations? Outline these in your style guide.
Include Practical Examples: Don’t just tell; show. Include real-life examples of how to apply your brand’s style in various contexts. Mailchimp’s style guide, for instance, showcases specific examples of how to use (and not to use) their logo, typography, and colour palette.
Keep It Flexible: A brand style guide should be a living document that can evolve with your brand. Allow for flexibility and updates as your brand grows and adapts to new trends or market changes.
Creating a brand style guide is an investment in your brand’s future. It ensures consistency, aids in decision-making, and sets the foundation for all your brand’s communication efforts. Above all, it tells the story of your brand – a story that is uniquely yours.
Share your brand’s story here…we’ve love to hear!
by Miriam Hara | Jul 5, 2023 | Agency, Business Success
As the business world is rapidly ever-changing, the concept of ‘value add’ or ‘value added’ becomes even more important to address. Has the ‘value added’ concept become like the tipping issue? In the wake of the pandemic, tipping values have increased… and more importantly, it is now more expected to leave a tip than ever! Does this translate into the B2B arena, where just providing the ask is the ‘value add’?
Shouldn’t value be about going above and beyond, every time that you can? To my way of thinking, that’s when there’s value added.
The Consumer Landscape; ‘Value Adds’ Galore!
Today’s consumer landscape is rampant with ‘value adds’ that are more focused on eco-friendliness, sustainability, charities and addressing social concerns. The pandemic has only heightened the importance of these values. Brands that have been around for a while, proven their worth, and built a following have intrinsic value. However, to stay relevant and maintain their value, they need to align themselves with the evolving values of consumers, such as environmental responsibility and ethical practices.
Value Added in the Business World: Being an Integral Part of the Client’s Team
The post-Covid environment has undoubtedly affected business relationships. Companies have had to adapt to new ways of working and communicating, and this has placed a greater emphasis on the importance of building trust and understanding the evolving needs of clients. Now, more than ever, clients are looking for partners who can help them navigate the challenges brought about by the pandemic and align with their values.
Clients have had to grapple with supply chain issues, team building issues, and, like all businesses, finding new hires to get the work done. Most clients are over-stretched, and ‘value add’ for them is for us to be more than ever a part of their team—their go-to resource—all the while staying one step ahead to ensure that objectives, as well as meeting timelines, and delivering everything we’ve always delivered.
My viewpoint and what I’ve instilled in my entire organization is that for our clients, ‘value add’ doesn’t mean giving them great creative. They expect great creative.That should be the given.
Why else do you go to a creative marketing agency? It doesn’t mean delivering on time, that’s an expectation from the outset. It doesn’t mean delivering results. That’s expected too. So what does ‘value add’ mean?
‘Value add’ in a today’s business world happens when we anticipate what the client needs before they need it and align with their values. It’s when we nudge them by showing them there’s a better way. It’s by surprising them with things that they didn’t expect; things that help and wow them. ‘Value add’ is exceeding beyond what our clients expect and giving them a reason to keep coming back. It’s making them feel good about working with us because not only are we delivering on their expectation, we are adding value to the service and valuing them as clients by exceeding their preconceived expectations.
At its core, value add should be about building relationships and aligning with clients’ values, such as sustainability and ethical practices, in today’s evolving world.
Jump! How High? That’s not ‘value added’.
Leap as high as we can for our clients before they ask us to jump… now that’s adding value.
What is your idea of ‘value added’ in today’s business dynamics? The business landscape has changed the way we should think about adding value for clients. It’s no longer just about delivering on expectations, but also being an integral part of their team, anticipating their needs, and aligning with their values and understanding their business. Although this has been the 3H mantra and way of business for 35 years, I wonder if that has been the case for many businesses. In this new normal, we must all be proactive in addressing challenges, such as supply chain disruptions, team building, marketing landscape transitions and talent acquisition. Our commitment in exceeding expectations and offering exceptional service to our clients is more important than ever. Only by doing so, can we help them navigate the complexities of today’s business world and ultimately strengthen our business relationships.
I’d be interested to hear your thoughts on the concept of ‘value add’ in your world. How has it evolved in the wake of the pandemic, and what measures have you taken to ensure you continue to provide value for your clients? Share your insights and experiences, as we all adapt and learn from each other in this new era.
