by Tara Ford | May 15, 2024 | Branding, Design
Full Circle
Recently, I’ve stepped back into a role that feels like home, and it’s made me realize my original career path has evolved, not ended; I’ve simply transferred my skills in new and creative ways. My career has taken me through advertising, TV and radio broadcasting, and into the world of entrepreneurship with a focus on retail and interior design. Now, I’ve come full circle, back to marketing and advertising as a Creative Brand Strategist. Though my path might seem unconventional to some, each step has refined and always included my core skill: branding.
Think of your brand as your favourite room in a space. With interior design, it’s all about setting the right vibe with colour and personalized touches that make it uniquely yours. A splash of colour can completely transform a space; similarly, a consistent and well-chosen brand colour makes your business or your brand instantly recognizable and relatable to your audience.
Now think about how a well-placed piece of art or a boldly coloured pillow can instantly make a room look fabulous and begin to establish a distinctive style. That’s the equivalent to a brand’s special twist—like a catchy tagline or a clever marketing campaign. These are the unique details that grab attention and make your brand memorable.
Foundational Work
Working with contractors over the past few years, I can say that building a brand is a lot like building a house. With branding, you need to start with a strong foundation; your brand’s unique selling proposition (USP). This foundational work acts like the main support beam of a house; it bears the weight and holds everything else together. Just as a support beam ensures structural integrity and longevity in a home, a well-defined USP strengthens all aspects of your branding—from product packaging and marketing campaigns to social media initiatives—ensuring consistency across all avenues.
My approach to interior design has always been through the lens of branding. It’s not just about choosing colours, artwork and furniture; it’s about helping clients articulate their personality and personal brand, reflecting who they truly are. This rule of thumb applies perfectly to branding a product or business. Finding your brands voice isn’t simply about how it sounds; it’s about expressing your brand personality in a creative way that resonates directly with consumers.
Maintenance is Key to Success
Just as a home needs some on going maintenance, your brand requires upkeep too. Refreshing your look or fine-tuning your message keeps your brand fresh and relevant. It’s all about evolving with the times in any field.
From broadcasting to brand strategy, and from running my own business back to marketing and advertising, my journey proves that once a brander, always a brander. Each phase of my career has been about creating spaces—physical or conceptual—that connect and communicate. And as always, it’s going to be fabulous.
by Miriam Hara | Nov 6, 2023 | Agency, Branding, Design, Marketing
As with everything else in the world of design, packaging design is where form marries function, and every detail counts. There’s an art and science to the development of packaging design. Given that it’s the constant reminder of your brand, it’s a crucial, yet often overlooked aspect of brand marketing.
Packaging is more than just a container for your product. It’s the first physical touchpoint between your brand and the consumer, and as we know, first impressions are hard to change.
Leveraging packaging for sales
So how do you create product packaging that not only protects its contents but also sings on the shelves and on line, standing out in a sea of competitors ? Let’s explore the fundamental approaches that can transform your packaging into a silent salesperson, in person and on line.
- Know Your Audience: The packaging design process begins long before the sketching stage—it starts with understanding your target audience. Who are they? What are their preferences, lifestyles, and values? A design that resonates with millennials might not appeal to baby boomers. Research and insights are the compass that guides your design journey.
- Brand Consistency: Your packaging is an extension of your brand identity. It should reflect your brand’s personality, values, and aesthetics. Consistent branding across all touch points reassures consumers and builds brand recognition. Whether it’s a colour scheme, logo placement, or typography, ensure your packaging is a visual ambassador of your brand.
- Simplicity and Clarity: In a retail setting, you have a few seconds to grab a consumer’s attention. Overly complicated designs can be off-putting. Your packaging should clearly communicate what the product is, who it’s for, and what it does. A minimalist design with clear messaging often makes the most substantial impact.
- Emotional Connection: Packaging that tells a story or sparks an emotion has a higher chance of being picked off the shelf. It could be through engaging copy, compelling graphics, or tactile experiences. Remember, people don’t just buy products—they buy experiences and emotional connections.
- Sustainability: With increasing consumer consciousness about environmental impact, sustainable packaging is no longer a nice-to-have—it’s a must. Consider eco-friendly materials and processes that reduce environmental footprint. A brand that cares for the planet is a brand that earns consumer respect.
- Practicality: While aesthetics are essential, practicality should never be compromised. Is the packaging easy to open, store, or carry? Does it protect the product effectively? Functional design enhances user experience, leading to repeat purchases and positive word-of-mouth.
- Innovation!: Lastly, don’t be afraid to break the mold. Innovative packaging can disrupt the shelf, draw attention, and create buzz. Explore new materials (eco-friendly is a must!), shapes, and interactive elements. Remember, the only limit to creativity is your imagination.
Packaging design is a holistic discipline
Strong packaging that combines consumer psychology, brand storytelling, aesthetic appeal, and functional design. It needs to create a 360-degree brand experience that begins the moment a consumer lays their eyes on the product. So, the next time you’re crafting a packaging design, remember these principles. Let your packaging sing its own unique song, loud and clear, amidst the symphony on the shelves.
Are there any brands that have transformed their packaging to an art form that performs on shelf? Share them here!
by Miriam Hara | Oct 20, 2023 | Advertising, Branding, Communications, Marketing
With over 40 years in marketing—and 35 of those at the creative core of 3H Communications—I’ve learned that while we often speak about brand positioning and essence, the “how” sometimes slips through the cracks. In the dynamic world of campaigns and boardroom brainstorms, it’s easy to fixate on what our brand should be and lose sight of how to genuinely bring it to life…. how to actually get there.
Branding Consistency: The Overlooked Pillar
Think about those iconic brands out there. They didn’t just happen overnight. They stayed true, they remained consistent. If there’s one thing I can drill down into from all these years, it’s this: branding thrives on consistency.I’ve got this analogy I love to use, one my team often rolls their eyes at (but they’ve come to love it, I swear). I call it the Bucket Principle.
Think of branding as a bucket. Every campaign, every tweet, every handshake is a drop in that bucket. The goal? Fill that bucket to the brim, till it spills over, becoming unmistakably yours.
But here’s what I’ve seen time and again: brands trying to fill more than one bucket at a time… even when budgets can’t support it! Maybe it’s the excitement of a new idea or the fear of missing out, but before their first bucket is full, they’re onto the next. And what happens? None of the buckets truly fill up. It’s like trying to tell a story with multiple versions at the same time —everyone gets a different take on the story!
One Voice, One Message
Every piece of marketing should resonate with a unified tone and message. It’s about consistently pouring into that one bucket, ensuring every effort amplifies the brand.
Looking back on all the rollercoaster highs and lows, this simple truth remains rock solid…consistency pays off. Whether you are a basement start up or a major corporate brand that is about to launch, those who understand the power of a single, consistent message will stand out and stand tall. They’ve steadily poured into their chosen bucket, ensuring their brand’s voice resonates distinctly.
Final Thought…
So, as you carve out your path in the ever clutter world of branding, always keep that singular bucket in mind. Remember why consistency matters. Resist the temptation to juggle too much, spreading yourself too thin, too soon. Stick with it, and slowly but surely, your brand will make its mark, etching its place in your audience’s minds
What I have come to appreciate is while the world of branding might change, the need for a consistent voice remains paramount. Embrace your story, and the world will lean in to listen.
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.
