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 Tara Ford | May 28, 2024 | Branding, Design, Marketing
What’s in a Colour? More Than You Think!
Have you ever paused to consider how much colour influences and shapes our lives? It’s pretty amazing when you think about it. Our brains are hardwired to respond to colour in particular ways. A very basic example is how we instinctively stop at red lights and go when it turns green. On a wider scope, colour has the power to transform our daily experiences, infusing ordinary moments with extraordinary feelings. Whether it’s the warmth of a golden yellow that brings a sense of comfort or the energizing burst of red that ignites passion, the strategic use of colour can turn every day into a palette of emotions. I’ve always found colour to be a force in evoking emotions and shaping perceptions.
Now, let’s tie this into branding.
Brands and colours when done right are like peanut butter and jelly – they just belong together.
A well-chosen colour raises brand awareness because, let’s face it, people notice colour before anything else. Just think about the McDonald’s logo. The red makes you hungry and commands attention, while the yellow radiates happiness and friendliness. I believe that brand did a thing or two right.
Colour in relation to branding, goes beyond just looking good, it’s about tapping into the psychology behind it. The study of colour psychology is fascinating, testing how people react to your brand colours through grassroots research is always a good idea. Green for example is associated with health and being environmentally friendly; think about Whole Foods or Starbucks. Where blue speaks to clarity in communication; think IMB or PayPal. Colour in branding is crucial for communicating your message and influencing consumer decisions. Understanding colour psychology can help you pick the perfect palette for your brand, creating a powerful visual identity that resonates with your audience. Once you have chosen a colour, it’s important to incorporate it in all communications so that whenever people see that colour, they think of your brand.
So, the next time you’re working on your brand’s visual identity, don’t just pick colours at random. Think of them as your secret weapon – tools that can emotionally connect with your audience and amplify your brand’s message. Let your colours do the talking and watch your brand come to life!
How has colour impacted your brand? Share your thoughts here!
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 | Apr 18, 2024 | Branding, Content, Marketing
In today’s world, where digital noise is louder than ever, having a brand story that feels real and authentic can truly set you apart. It’s more than just about selling something; it’s about sharing why you’re doing what you’re doing, who you really are, and the principles that guide you. Crafting a brand story that people can relate to is like building a bridge of trust and loyalty, and yeah, it pretty much shapes how you talk to your audience through your marketing.
Before we dive into the ‘how’, let’s talk about a few authentic brands that truly get it.
These stories are more than just business talk. They show that when a brand story comes from the heart, it can form a unique connection, help your brand be its own, and keep customers coming back for more.
Patagonia, the outdoor clothing and gear company. Their love and concern for the environment is stitched into every part of their story. Whether you’re on their website to their Instagram, you’ll see them sharing moments of environmental and social goodness. It’s clear – they’re not just here to sell you outdoor gear; they want to spread love for nature and make a difference.
Warby Parker, the eyewear company, has built its brand around the promise of stylish, affordable eyewear coupled with social responsibility. This company has built their brand around the idea of offering stylish yet affordable glasses and doing good along the way. Check out their website or social media, and you’ll see their “Buy a Pair, Give a Pair” program making waves. It’s not just about fashion for them; it’s about making a positive impact in the world.
Dove, a personal care brand, launched its very successful ‘Real Beauty’ campaign to challenge beauty stereotypes, a narrative which continues to shape their brand story. Their ‘Dove Self-Esteem Project’, as seen on their website and Instagram, emphasizes their commitment to body positivity and self-esteem, positioning Dove as a brand that cares about more than just selling personal care products.
Everlane, the clothing and accessories retailer, has rooted its brand story in ‘Radical Transparency’. On their website and Instagram (@everlane), they detail their transparent practices, from showcasing their factories to explaining their pricing model. Everlane’s story appeals to ethically-minded consumers who value knowing where their clothes come from and how they’re made.
Follow these few tips to create your brand’s story.
- Identify Your Core Values: What does your brand stand for? What principles guide your decisions in regards to your brand? Identifying the core values of the brand will naturally build a foundation for your brand’s story.
- Know Your Audience: Understanding your target audience is PARAMOUNT! Without the critical ‘knowing’ coupled with genuine target empathy, your brand will go nowhere. It is imperative that “the story” of your brand resonates with your audience’s values, aspirations, and challenges.
- Be Authentic: Here’s that word again, Authentic. It’s the word of the 2023 according to the Merriam Webster Dictionary. Needless to say authenticity builds trust. This word in context of social media has been at the core of social engagement. Social media is a platform to your brand’s voice and persona… SO authenticity starts at the core of the brand’s story. Be transparent. Be honest. Share your brand’s successes and hurdles. Authenticity makes your brand relatable and trustworthy.
- Show and Tell: Use visuals, narratives, and experiences to share your brand’s story. Remember, your brand’s story should be experienced, should engage and should connect… it’s necessary!
- Evolve: As your brand grows, your story should evolve too. Brand is a living organism. Keep it relevant and fresh, but ensure it remains consistent with your core values.
Developing a compelling brand story is not a destination… it’s a journey. If you’re in the midst of developing your brand’s story or need help refining it, we’re here to help. Get in touch and let’s start crafting a story that resonates.
