by Lindsay Sleightholm | Sep 25, 2012 | Advertising, Branding, Business Success, Creative, Design
So you’ve created a brand… What was once just a nugget of an idea has been researched, developed, designed and finally brought to life. The result of all that hard work is a complete identity that will embody all the values of your product or service. Now it’s time to release that new brand into the market for whom it was created. Time to pop open the bubbly and celebrate? Well, not just yet. Before you unleash your brand into the consumer world, there’s one more important step you need to take to ensure its success: you need to provide it with proper brand guidelines to steer it in the right direction. What are brand guidelines? Brand guidelines are a detailed outline of a brand’s essence, explaining everything from brand positioning to visual identity. They will form a document that will act as a reference tool of standards. In other words, they’re an “owner’s manual” for your brand. The standards given in brand guidelines provide direction in times of potential branding mishaps – say, for instance, an inappropriate use of a logo, which would result in inaccurate brand representation. Basically, it all boils down to consistency. The role of brand guidelines is to keep a brand consistent within its identity, and a consistent identity aids strength of brand. Is there any room for maneuvering? Of course. Consistency is the key to the strength of a brand’s identity, but that doesn’t mean there shouldn’t be a little leeway allowed for. Overzealous guidelines will only serve to box your brand into a corner. If guidelines are too restrictive – simply “insert photo here” – the brand won’t be able to thrive. It must be given room to breathe within its guidelines. And the creative team working with the brand should be able to convey effective messaging, without having to check their brains at the door. Know your guidelines
What’s important to remember is that a vested interest into the inner workings of your brand needs to be present at onset. Unlike the one you use for your car, this owner’s manual isn’t just something to consult when malfunctions arise. Instead, you need to ensure everyone working with the brand understands its identity, values, culture and how it communicates to its market. Brand guidelines should not only be made available at all times, but also clearly understood and referred to often. Brand guideline must-haves
- Brand definition: A clear definition of the brand should include all aspects regarding brand positioning, brand voice and brand management.
- Logo, icon and positioning statement applications: After the brand has been defined, it then requires having a complete illustration of the brand’s logo(s) and their components as part of the visual identity.
- Colour palette: The colours associated with the brand’s visual identity make up its palette. All colour values must be indicated in their various conversions for all forms of media.
- Identity restrictions: Unacceptable identity logo usage needs to be detailed in diagram form.
- Identity sizing and clearance: Minimum sizing and a measurement for logo clear space needs to be indicated.
- Identity typography: All typefaces, their sizes and weights as well as any typesetting requirements should be outlined.
- Trademarking: Any trademarks or legal lines that need to be present on graphic material, need to be stated.
- Brand visuals: Visual elements including photography and graphics associated with the brand need to be shown.
- Sample identity usage: Examples of acceptable advertising, promotion materials or signage while adhering to brand guidelines help to solidify requirements.
Anyone who has assisted in creating a brand knows the importance of brand guidelines. Successful branding starts with a clear identity and guidelines that promote consistency in its use yet allows for brand growth. In turn, the brand can thrive and build in value. The role of effective brand guidelines is essential to keeping your brand on the track to success. How much weight do you put on brand guidelines?
by Miriam Hara | Sep 24, 2012 | Advertising, Business Success, Creative, Design
Just how expensive is do it yourself marketing? In an age where technology has everything accessible to pretty much everyone the question begs to be asked… is this smart or not… and how costly is it? Today business owners can create their own logos, tagline statements, ads and websites all on their own. But like everything else in life, you have ask yourself… just because you can… should you? Just like speaking English doesn’t necessarily make you a writer, knowing software such as Photoshop or InDesign doesn’t make you a designer and understanding your market doesn’t make you a “creative thinker”.
Many businesses, B2B, B2C, retail or service proudly give out their business cards or show off their website with “I did it myself” attitude. This always surprises me. Businesses who hire carpenters, electricians or decorators to do up their offices, or even pay extra in rent to be at the right location, will skimp on designing a proper logo, establish a proper tagline and develop a proper site. What is it about the creative part of the Marketing field that makes business people think that it’s just an optional expense when establishing a business? What’s the point of having a website if it isn’t user friendly or it isn’t optimized for user experience so when people actually get to your site they get to access the information that they require effortlessly? How about the copy – if your site isn’t written properly for your target, and more importantly, if the copy written doesn’t take into account keywords for ranking optimization what’s the point of having the site up anyway? Isn’t the whole purpose of having a website to inform and get found on Google in order to call or come to your store?
I once went to a spa that charged me $175 for a 1 hour massage and then gave me a brochure with all their services. The brochure was a mess! Not only was it poorly designed, but it was riddled with typos… words were cut off and even the folding of the brochure was uneven. I felt that charging that much for a massage, the least that the spa should have done is offer their customers a brochure that has the same “upscale” feeling as their pricing! It left me with the feeling that they didn’t want to go that extra mile to sell me… to convince me that they were worth those extra dollars. In this case, good enough just wasn’t.
Most people wouldn’t even consider doing major repairs or transformations to their homes. I too can swing a hammer… most times I even hit the nail. And sawing a 2×4 piece of wood shouldn’t be too complicated, at least I don’t think so… just don’t ask me to saw a right angle! I’ll get it just about right, but not quite. Ask yourself this – if every time you walk into the kitchen and see the work that you did yourself, that isn’t just so… can you live with it?
Contrary to home improvements, the creative part of Business Marketing isn’t something that you can or should ‘live with’. First of all, it isn’t just you living with it… it’s your potential clients and customers that will be subject to it. Designers, writers, and professional marketers don’t just know how to use the tools… they know how to think marketing… they know strategy and market assessment. They do their homework for your business, looking at the competition, evaluating the market, understanding your business. Each of these professional designations (writer, marketer or designer) think in a process to determine the best way to market your business or brand, visually and cohesively… dare I say strategically?
I do understand that designing a logo, developing a tagline and creating a website can get expensive and ultimately it is an expense. But ask yourself how expensive is it to get it all wrong? To ruin your business’ first impression? Or not have the desired result from your website? Before you throw your hands up in the air and tell designers and writers how expensive they are, think of how expensive it would be not to have your business seen in the best light possible, or be found? Sometimes $1 spent poorly is a lot more costly then $1000 spent wisely.
by Saara Jafari | Sep 21, 2012 | Advertising, Business Success
How many times have we heard ourselves and those around us complain about how there never seems to be enough time? And how often have we walked down an aisle in a grocery store and gotten overwhelmed by lines and choices of products? The answer would be ‘countless times’. Then why is it that advertisers often, in their rush to spend their marketing/advertising budgets often fail to understand what exactly they are competing with before formulating the message they want to communicate to the buyer.
While it is simple to define ‘competitors’ as those whom you are competing with, it would be naïve to limit the scope to only include products or businesses in the same category. Today’s lifestyle is often the major competitor. With the increasing tendency of multitasking and quick fixes, where cost of living is sky rocketing, and people are working more than one job or longer hours, people place a greater value on the little time they have left to spend with their families, friends and personal development.
What does this mean to marketers? It means there are only a few seconds in a day, for companies, to get consumers’ attention and how they reach out to consumers is equally significant. According to a research conducted by McKinsey in Europe, 54% of the respondent base went online to collect information before making a purchase. This means companies should have a stronger and mindful online presence, whether it’s through digital advertising or social media. It’s important to streamline your websites and have engaging topics of discussions on your social media sites and user-friendly navigation to assist consumers in getting the information they want effortlessly…. And quickly.
Information overload is a definite competing factor and should be recognized and analysed when trying to get consumers’ attention. Whatever it is you have to say, say it well and say it fast. Be sure that what you are claiming to offer is relevant to your consumer’s need.
It’s imperative to understand consumer buying behaviour before developing your communication strategy. This is what you need to know:
- know what they think, how they feel, who influences them, what drives them to buy that product and at what time,
- what makes them pick up the one brand as opposed to the others,
- when and where are they most receptive to actually listen to what you are trying to say,
Here are a few tips to make sure that your point gets across and sticks!
Do not ramble. You have to be focussed. You need to be concise.
Be catchy. There is enough serious stuff going on in the world. Don’t be afraid of a little cleverness, a little colour, a little music, a little positive emotion.
Keep it light. People like funny. If your brand puts that smile on their faces, they will remember you. Your job is partially done if they remember you fondly, and have positive emotional associations with your brand.
It goes without saying, of course, that your product should deliver on what it promises… marketing 101. No amount of cleverness or humour can make up for a brand that doesn’t deliver on its promise. Actually, you’ll tick off your consumers even more because they’ve taken out the time that they could have used else where to engage with your brand … only to be disappointed. But if you convey your promise of satisfaction and deliverance of benefits in a simple, light and humorous way, and deliver…you’ll definitely stand out.
You need to get inside their heads and step into their shoes to know how they think, how they process all the information bombarding them from everywhere. You need to understand this in order to break through all the clutter sucking up all their time. After all, that’s what advertising should do, gain share of mind and top of mind.
Please share your comments. We’d love to hear what you have to say.
by Miriam Hara | Sep 18, 2012 | Business Success
With every generation comes a Corporate Culture evolution. As technology facilitates logistics and streamlines work processes, so too must corporate culture evolve. Every generation brings its own brand of innovation to culture. But Corporate Culture is not a one-way street. As corporations strive to accommodate the changing dynamics of the workforce, the workforce must step up to the plate and perform to deliver on productivity and profitability.
I recently read an article citing that work culture was an important element in the decision-making process of Millennials to accept a job. In the ‘it’s all about me’ generation, work places and environments have been bending backwards trying to retrofit their current work culture into one that will speak to the Millennials. Before going any further, the precise definition of Millennials is the generation between the ages of 18-34. The entire article centered on the employees’ needs and “what’s in it for them”. Not once within the article was any reference made to the employer, to the current work culture or to the needs of the organization. That really surprised me.
The concept of organizations modifying corporate culture and work models is nothing new. Okay, be forewarned as I am going to be dating myself – thirty years ago when my generation was interviewing for jobs, we too had our own ideas and it often was very different from the work place culture that we were trying to break into. I remember when everyone in management had to wear suits and women couldn’t wear dresses without pantyhose! More relevant to today’s corporate make-up was the fact that there were very few women in upper management! I was just entry-level at the time, but I do remember. Listen up Generation Millennial – the “jeans on Friday” routine and the current “business casual” came from the evolution of the tail end Boomers and X generation. What the Millennial generation wants is to make its mark on the evolution of Corporate Culture, and that’s no different from what any of us wanted – we who are now at the maturing stages of our careers.
Having run an organization for over 20 years, I have come to realization that any solid business relationship, whether it’s client relationship or employee-employer relationship, is very much a two-way street. The fit has to be there for both parties. Any organization that places ads for people understands that its work environment is the biggest challenge it faces in finding that right person. The culture at work is a big part of developing job definitions and defining employee success and achievement models. At the risk of sounding self-promoting, 3H has a very distinct culture and a solid work ethic. We always state at the get go that we are hard working – Slackers need not apply. At 3H, we pride ourselves as being mentors for the younger members of our team. We take the responsibility of assisting in shaping the work ethics and skills, which will carry these younger team members in their future, very seriously. Our culture is one of high energy, attention to detail, speed, creativity and ownership. 3H prides itself in the development of its people’s creative mind agility and broadening their scope and horizons within the marketing creative field.
So… am I right, or am I wrong? Call to organizations… I’d like to hear your thoughts!
by cassandr | Sep 14, 2012 | Branding, Business Success, Creative, Interactive, Social Media
When you hear someone say the word Pinterest, what comes to mind? In most cases your probably thinking stay at home mom, or even your grandmother. Am I right? The service is a little more than a showcase of favourite recipes and clothes.
Things have changed. Many businesses are taking advantage of Pinterest’s highly visual platform to build brand awareness and enhance their reputation. Yes, another social media platform your business needs to be present on…I can just hear the collective sigh out there! Don’t despair. Leveraging Pinterest for your business, and establishing your presence, your promotions, and share-able content creation is easily doable. Before outlining the first you must be convinced that your business needs to be on this platform.
So why use Pinterest?
Many businesses have finally jumped on the Pinterest bandwagon. The main reason is Pinterest does something no other social media does. It presents consumers with images in a simple, fast and easy to consume manner. Brands embrace it because it tells a compelling story that allows for interpretation for each consumer, thus starting a one-to-one conversation.
1. Establish your Presence
One of the strategies for using Pinterest is to first make sure you are projecting the right business image. This can’t be stressed enough. Keep your profile professional, this includes your photos, name, pins and so on. All these aspects directly reflect your business, so it’s important to follow these guidelines.
2. Picture Promotions
Many businesses today are taking full advantage of Pinterest for a number of reasons. Many people are now making use of promotions. To start utilizing Pinterest for business promotion is simple. Just organize a promotion for your fan base, and make sure it provides them an incentive to post their own images of your products. You can also use your Twitter and Facebook pages to market your promotion beforehand to grow your community.
3. Content
On Pinterest it’s important that the boards you create reflect your business or area of expertise. This can either make or break your success of your marketing campaign. It’s key in choosing boards that are related to your niche, and it wouldn’t hurt to follow brands that are related to your business.
Summary
Pinterest platforms user base is growing exponentially, which means it’s time for more businesses to take the plunge, and get started. Here are some key words of advice: Put your best foot forward through sharing valuable images and video. Remember, the old adage… a photo is worth a thousand words… and a very powerful marketing tool.
What do you think of Pinterest? Can your business benefit from it, and how? I’d like to know.
by cassandr | Sep 13, 2012 | Advertising, Branding, Business Success, Interactive, Social Media
Everybody is still talking about Facebook and it doesn’t seem to be stopping anytime soon. Yes, people use Twitter to jib jab… but ultimately you need a home base for online social persona… and an extension of your website.
A fan page is great way to connect with your users and a place to advertise your business, post pictures, videos and connect a variety of your other networks at one central location. But in order to do this effectively, you must have a solid number of followers so you can maintain the momentum of engagement. So how can you go about that?
Create Contests
To add value to your fan page you have to ask yourself for what reason are users going to join my page, aside from brand loyalty? You don’t want just to be a gateway for offering resources. A great way to create participation is through offering coupons and contests specifically to Facebook users. This is key in enticing existing fans to engage… and more importantly reach and get consumers to join.
Many stores offer their fans coupons on Facebook that can be used in store, providing an added reason as to why the consumer should join. For retailers, it’s a great mechanism to collect a customer database for future promotions. Coupons require consumers to click the coupon, which re directs them to a page where their contact information is required prior to the coupon being downloaded or sent.
Post Regularly
Like Twitter, and various social networking sites you must post regularly in order to attract new fans. In most cases two to three times a day is plenty, you can post more than that … however there is a direct correlation between the number of posts you post and how much time you spend on your page. You can also use the social media management software Hootsuite that can schedule your posts releases, although there’s a school of thought that suggests that fans feel that this is less authentic and isn’t perceived as favourable.
Respond
The easiest way to show your Facebook fans that your listening to what they have to say is to simply “like” their response. You could also just write a written response, it’s up to you. Again, being authentic is the best way to blend in with your fan base . Either way you want to show your fans that you pay attention with what they have to say, and stimulate discussion.
Include Surveys
One of the best ways to engage your audience is through surveys. People like sharing their opinions. With that in mind why not hold a poll on your page. In order to create discussion its best to stick with open ended questions that people can go on and on about. Make sure you keep people up to date with the results of the survey, again to keep them engaged and wanting more.
What tactics have you found useful on a Facebook page? We want to hear from you!
