by Miriam Hara | Sep 21, 2023 | Branding, Creative, Marketing
As a seasoned brand marketer, I’ve come to realize a fundamental truth: brand marketing is not personal.
As marketers, it is our responsibility to ensure that personal opinions do not overshadow the brand’s intended message, style or persona. Our role is to utilize our expertise and exercise objectivity to effectively promote the brand ‘on our watch’ and maintain its integrity. In my years of experience, I have witnessed that, although separating personal preferences from the brand persona is essential for success, for some, it’s not always easy!
A brand is more than just a sum of personal tastes and preferences.
It has its own character, style, and tone that define its unique identity. Picture this. You’re responsible for launching a new product (sku) as an addition to a very popular brand’s portfolio. As a brand marketer, you must objectively assess the potential appeal of the new product to the target audience and where it fits in the entire brand portfolio. You would need to conduct market research, analyzing consumer trends, and leverage your brand expertise. Only then can you make informed decisions that align with the brand’s image and resonate with the intended consumers.
Brand identity requires the same reasoning and objectivity. As a brand marketer, it is critical to prioritize objectivity. When personal opinions take precedence over the brand’s persona, we risk straying from the brand’s intended course.
As brand custodians, it’s our role to shape the brand’s character, style, and tone that connects with the target audience. We can only do this by not only understanding the brand target audience’s preferences and needs but by adopting them as the brand’s mantra. This means we need set aside personal biases and approach our marketing strategies with a clear and objective mindset.
Full disclosure—I don’t have a favourite colour!
Now, I’ll let you in on my own little branding initiative – I wear purple every day and have done so for the better part of 35 years. Needless to say, people often ask if it’s my favourite colour. As a Creative Being I love all colours equally. But the reason I wear purple is because it’s the agency’s brand colour. Over time, it has become an integral part of our agency’s persona. By embracing the brand’s colour, I not only align myself with its identity, but I also showcase my commitment to its success.
It’s essential to remember that personal opinions should not overshadow the brand’s intended message. By allowing personal preferences to influence creative decisions, there is a risk veering off course and diluting the brand’s impact. To ensure a brand’s longevity and effectiveness, the brand’s character, style, and tone must be prioritize above personal inclinations.
Avoid the common pitfalls.
Maintaining brand integrity also means avoiding the pitfalls of personal bias in design and visual elements. A brand’s logo, packaging, and overall aesthetic should reflect its intended message and appeal to the target market. For instance, I have penchant for minimalistic design. If I insisted on revamping every brand’s visual identity to align with my taste, I wouldn’t be working in a creative agency for very long, let alone 35 years! By utilizing brand expertise and adopting an objective approach towards each and every brand we are entrusted with, we can make design choices that authentically represent the brand’s character while resonating with the intended audience.
As marketers, there’s a critical need to strike a balance between personal tastes and brand persona. By prioritizing objectivity, we can effectively deliver a brand’s intended message while staying true to its unique identity. Success is measured by our ability to navigate the brand’s identity with objectivity and build brand integrity. Here’s to the power of brands and the role we play in their success! What are your thoughts? Please share them 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 | 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 7, 2023 | Advertising, Branding, Creative, Marketing
Creating a strong brand identity differentiates you from competitors, fosters brand recognition and loyalty, and communicates your values and personality to your audience. With my 35 years of experience in marketing and design at 3H Communications, I’d like to share insights on three vital components of a successful brand identity: logo, tagline, and brand voice.
Your logo, tagline, and brand voice play pivotal roles in your brand identity. They help you stand out, build recognition and loyalty, and establish a personal connection with your audience. Despite the rapidly evolving business landscape with its fast pace and advanced technology, some may question their relevance. However, the answer is yes, and here’s why.
While technology has transformed business practices, the fundamental principles of branding remain unchanged. Your brand identity sets you apart from competitors and conveys your values and personality to your audience. In a saturated market, a strong and consistent brand identity is crucial for differentiation and establishing brand recognition and loyalty.
Your logo is the most identifiable aspect of your brand. It visually represents your brand across various platforms such as websites, social media, packaging, and marketing materials. It’s crucial to create a visually appealing logo that reflects your brand’s personality, values, and mission. Factors such as colour, typography, symbols, icons, and scalability should be considered in logo design. Nike’s swoosh is a prime example of a successful logo—simple, recognizable, and reflecting the brand’s focus on movement and athleticism. At 3H Communications, our association with the colour purple is strong, and many clients wear purple when visiting us or attending virtual meetings. It’s remarkable how our brand identity resonates during significant events like a King’s coronation!
A tagline is a short, memorable phrase that encapsulates your brand’s essence and communicates your promise to the target audience. It should be catchy, easy to remember, and unique. When crafting a tagline, focus on your brand’s unique selling proposition, keep it concise, make it memorable, and stay true to your brand. Apple’s “Think Different” is a favuorite example—a short, memorable phrase reflecting the brand’s emphasis on innovation and creativity.
Brand voice encompasses the tone, style, and personality used to communicate with your audience. It expresses your brand’s values, beliefs, and mission in your content across various channels like websites, social media, and marketing materials. Consistency is crucial for brand voice, which should resonate with your target audience and reflect your brand’s personality. When developing your brand voice, define your brand’s personality, identify your target audience, select a tone aligned with your brand’s personality that connects with the audience, and maintain consistency. Innocent Drinks is an excellent example of a brand with a strong and consistent voice, maintaining a playful and quirky tone across their website, social media channels, and other marketing materials.
While technology has revolutionized business practices, the principles of branding remain as relevant as ever. Your logo, tagline, and brand voice are essential components of your brand identity, enabling you to differentiate, establish recognition and loyalty, and create personal connections with your audience. If you haven’t already invested in creating a strong and consistent brand identity, now is the perfect time to do so.
I hope you found this article informative and helpful. If you have any questions about creating a successful brand identity or if you’d like me to cover other marketing, branding, or creativity-related topics in future blog posts, please let me know in the comments below.
by Miriam Hara | Jun 28, 2023 | Advertising, Agency, Branding, Creative, Design
Colour is the silent language that speaks volumes about your brand. It’s the first thing that catches the eye, influencing perceptions and stimulating emotions Colours evoke emotions, convey messages, and even influence our decisions. As creatives, we’re not just painting with colours; we’re leveraging them as powerful communicative tools. The right palette can enhance brand recognition, guide user experience, and create visual harmony. It’s more than aesthetics; it’s about understanding the psychology of colour. Colour in creative plays a pivotal role in brand communication and consumer decision-making. Understanding colour psychology can help you choose the right palette for your brand, creating a strong visual identity that connects with your audience.
Consider some of the world’s most recognizable brands.
Coca-Cola, for instance, has leveraged the boldness and energy of red to convey passion and excitement. Facebook, on the other hand, uses calming blue tones to inspire trust and reliability. These brands have effectively harnessed the power of colour to shape their image and resonate with their target audience.
But how do you select the perfect colour palette that represents your brand accurately? The answer lies in comprehending the emotional and psychological undertones each colour carries. Red often stirs feelings of passion, urgency, or aggression. Blue can communicate trust, tranquillity, or melancholy. Yellow typically signifies happiness, vitality, or caution, while green is often associated with nature, growth, or envy. Let’s not forget purple, a colour that can project creativity, luxury, or mystery depending on its use. Every colour carries a plethora of meanings, shaped by cultural, demographic, and individual perspectives.
When choosing colours in creative, consider your brand’s personality and your target audience’s preferences. A brand embodying youth and energy might lean towards bold, lively colours, whereas a luxury brand might gravitate towards a more understated, sophisticated palette. It’s crucial to maintain consistency across all platforms and touchpoints, ensuring your chosen colours align seamlessly with your brand.
Never underestimate the importance of testing and research. Different cultures, age groups, and genders may react differently to certain colours. Employ tools like A/B testing, focus groups, and market research to delve into your target audience’s colour preferences. Remember, colour is not a one-size-fits-all solution. It’s both an art and a science, demanding a thoughtful approach and a profound understanding of your audience. However, when executed correctly, the right colour palette – perhaps featuring a dash of purple… or a whole lot of it! – can significantly bolster your brand identity, shape perceptions, and spur engagement.
So, how can you choose the right palette for your brand or project? Want to learn more about how colour can elevate your brand’s identity and message? Visit our website for more insights or contact us to explore how we can help you create a visually compelling brand identity.
by Miriam Hara | Jun 15, 2023 | Agency, Creative
It’s the perfect time to discover your true creative DNA. In this blog I’ll be exploring the intricacies of ‘creativity’ and what it means in today’s world— and hopefully dispelling some longstanding misconceptions about the term “creative.” Creativity, as we’ve come to know, isn’t the exclusive domain of artists, writers, or musicians. It’s a boundless universe where different creative personalities coexist, each contributing to the magnificent tapestry of innovation. Creativity doesn’t only reside in the arts—it’s embedded in every field, every profession, and every person!
In my years at the agency, we’ve had the privilege of collaborating with a multitude of creative minds, each bringing a unique perspective to the table – with their unique creative DNA. It’s a revelation that creativity isn’t just about dabbling in the arts—it permeates every profession, every field, and every individual.
There are diverse types of creative DNA, each with unique styles and approaches.
So, let’s start on the journey of self-discovery and explore some of these creative DNA types.There are so many different definitions of creative types that can be found on the internet. These are only a few that resonated with me. Who knows, you might just find a persona (or two) that resonates with you, too!
1. The Visual Virtuoso: Often referred to as “artists,” these individuals possess an extraordinary knack for manifesting creative visions, a talent that earns them this title. Initially, they might appear as painters, illustrators, animators, or graphic designers, brilliantly transforming their vivid imaginations into tangible artistry. In essence, their medium of expression varies, ranging from traditional paint to modern computers, or even the elegant medium of glass. Their creativity is visually represented, and their tools are as diverse as their ideas. Transitioning from one form to another, they ingeniously morph their ideas into a visually represented form of creativity. Indeed, their tools of trade are as multifaceted as the concepts they bring to life, a testament to their versatile and boundless imagination.
2. The Performative Maestro: Naturally inclined to command attention, these artists, aptly referred to as Performative Maestros, channel their creativity through captivating performances. Initially, they might be seen in the roles of actors, comedians, or musicians, wielding their talent and charisma as potent tools to engage audiences.
Transitioning from one performance space to another, they effortlessly draw in viewers, whether under the luminous glare of the screen, the theatrical grandeur of the stage, or even within the cozy confines of local bars. Each setting serves as a testament to their adaptability and unwavering ability to steal the spotlight, irrespective of the stage they grace.
3. The Strategic Thinker: These creatives flourish amidst challenges, rules, and complexities. At first glance, they are the ingenious problem solvers, adept at converting a dense volume of information into compelling ideas. Transitioning from raw data to insightful concepts, their creativity materializes through concise, rational thinking. Often, they assume roles such as creative directors, writers, or art directors, further highlighting their capacity to distill complex thoughts into accessible, creative expressions. Each role they undertake serves as a testament to their analytical prowess and their ability to see the world through a uniquely creative lens.
4. The Spatial Aesthete: These creatives possess an exceptional grasp of space, color, and material. At first, they might emerge as fashion designers, architects, or interior decorators, infusing their creative genius into our daily existence. Transitioning from one domain to another, they artfully weave their creative magic into the very fabric of our everyday lives. Whether they’re transforming the cut and drape of a garment, the contours of a building, or the ambiance of an interior space, their work resonates with our day-to-day experience. Each creation is a testament to their profound understanding of aesthetics and their ability to reimagine the spaces we inhabit.
5. The Innovative Dreamer: These creative minds are perpetually fuelled by the question, “What if?” At first, they present themselves as inventors, innovators who delight in challenging the status quo. Transitioning from one groundbreaking idea to the next, they are often found in roles as varied as urban planners to scientists. Their task is a transformative one, morphing “what is” into “what could be.” Each role they occupy, every innovation they conceive, serves as a testament to their ability to dream beyond the present and shape the contours of the future.
6. The Digital Architect: In today’s digital era, these creative types are indispensable.Initially, they reveal themselves as experts who comprehend the complexities of website navigation, user interaction, and digital aesthetics. Transitioning from one aspect to another, they skillfully weave together form and function within the realm of IT design. Whether they’re sculpting an intuitive website or designing an engaging application, their work is a testament to their ability to harmonize aesthetic appeal with practicality. Each design they create serves as a seamless blend of their technical knowledge and their creative vision, reinforcing their invaluable role in today’s digitized world.
Now that we’ve explored the different creative personas, it’s your turn. Do you see yourself in any of these types? Or perhaps, you represent a unique blend of a few? Maybe you’re an entirely new type we haven’t listed here? Share it here. Or Share your thoughts, and let’s continue to celebrate the diversity of creativity together!
