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 26, 2024 | Business Success, Content, Marketing
Think about your local business around the corner when you’re about to click on the buy button on an online shopping property. It can’t be said enough. Just think about everyday expressions about the way of the world today or actually…the ‘perceptional’ size of our world. Expressions like, It’s a wild world out there, or actually it’s a small world, or better yet, the world is your oyster are only a few examples. These expressions all direct us to thinking of our world in a very global sense. Our world is definitely evolving rapidly – and in many ways, “thinking local” is no longer the in-thing to do.
Technology Threatens the Local Fabric.
I see the technology advancement as a good thing, for the most part. From the inception of cars, trains, planes, to the first flight to the moon. Add the adoption of the internet, email and smart phones. Sprinkle in the proliferation of online shopping properties (amazon!). Blend in all the social media platforms like LinkedIn, Facetime, Instagram and business communications like Zoom…
Our world is small and getting increasingly smaller by the minute.
We can talk, no actually, we can see, anyone instantly that lives across the globe…we claim to have contacts and access to professionals that we’ve never shared a handshake with and partner with them. Yet, in spite of all this advanced technology making us feel that the world is shrinking, it’s also becoming more far reaching. Perhaps the term is that I’m searching for is “accessibility”.
Our world has become uber-accessible for us all. And for the most part that’s a good thing.
With the availability of our world being at our fingertips, comes a responsibility to set our sights a little closer. Actually, a lot closer…to the corner store; to the cool boutique or consignment shop quite literally, around the corner or the local cheese boutique or butcher or _________________(fill in the blank). Don’t get me wrong, I get it…it’s so easy to scroll, autofill and click to purchase without leaving the couch. It’s so accessible.
But it’s not very local-minded…nor is it very community-focused. When COVID happened, admittedly, there was a surge in online shopping, However there was also a renewed sense of supporting the retail stores around our neighbourhoods which I believe is starting to wane. With COVID, there was a shared commitment and responsibility to invest in the community where we lived. People recognized the importance of supporting their neighbourhood stores and restaurants. This shift wasn’t just about convenience and I would also say, it wasn’t about costs; it was about preserving the unique character of local communities.
Think Local: The ripple effect to each and every one of us, is well worth it.
Supporting local businesses bolsters the resilience of our communities. When we spend our money locally, we contribute to the economic vitality of our neighbourhoods. Local businesses employ our neighbours and help sustain our local economies.
Neighbourhood shops add flair and style to each community… they often propel a community’s vibrancy and identity. Small community businesses offer products and services that are original and unique…adding richness and and an emotive connection to their communities.
Shopping at your favourite local retailer may enable you to walk to the store, making you more physically active…You’ll get your steps in …and even if you have take a car, it often involves shorter rides, reducing carbon emissions associated with further distance transportation (not to mention that your local store won’t contribute logistically, in the same may as your giant big box retailers).
Local business is good for the soul and our mental well being. Local business fosters personal connections…a hello on the way in, a tid-bit of conversation, a familiar smile….getting to know people behind the counter or other patrons… provides all of us with a sense of community that that online properties an big box stores can’t replicate.
By choosing local you’re investing in your community, enhancing its unique character, and strengthening the bonds that hold it together. And you get the product or service that you need. That should make you feel very good. And that’s just a win for everybody.
What are your thoughts about supporting the local community?
by Miriam Hara | Apr 4, 2024 | Advertising, Agency, Branding, Marketing
What does active listening mean for brands…and why does it matter?
We’ve all been there. We are immersed in our brands and rightly so! But that means we wrap ourselves up in the narrative we create, and get caught up in our very own echo chamber. We hear what we think… what we believe. And, it becomes second nature to assume everyone else is on the same page. But here’s the reality check – just because we’re familiar with our message, doesn’t mean our audience is. And if we find our creative vibe growing a bit tired, it doesn’t necessarily mean our audience feels the same. Listening to our echo chamber, it seems, is a trap that’s all too easy to fall into. We’re so entwined with our brands, it’s simple to think everyone else is too. But our audience? They don’t see it quite the same way.
The assumption that our intended audience is as involved as we are? That’s an assumption that is dangerous.
So, how can we stop ourselves from assuming?
The long and short of it all is simply stated. We need to engage in active listening. And there are lots of tools to do just that. In order to actively listen we need to have a genuine understanding what our audience wants. Actively listening provides us with all the answers…we just need to be open and engaged to act on the information that is given to us, by them… for the brand! I know I say this over and over, but can you say research?!
More importantly, we need to assess the brand’s message and how we, as marketers serve it up to audiences. Is it crafted into messages the brand’s audience wants to hear? Is the brand message delivered in such a way that resonates with the audience through stories and authenticity that they will find compelling?
Talk to them by simply listening.
Audiences in the year 2024 are diverse, and that’s putting it mildly. A broad spectrum of people with varying interests and preferences means we can’t rely on a single, catch-all message. What’s required is a deeper understanding and an approach that speaks to the different segments of our audience. Active listening and tailored messaging are fundamental for success.
With all the tech tools we’ve got these days at our fingertips, we’re far from supposing… or assuming. It goes without saying that social media, analytics, big data – they’re more than just industry jargon; they’re our roadmap to the minds of our audience. The key to harvesting this goldmine of data and information is to make decisions for the brand that speaks meaningfully to its intended audience. To keep it human. That is a must. Audiences (your consumers) aren’t interested in your brand, or any brand. They want what speaks to truthfully to them, in a way that makes them feel good and that means brands that are transparent, genuine, and have a heartbeat.
Speak to them about what they value.
How do we build those connections? Well, here’s that word of the year 2023: authenticity. People aren’t interested in the brand’s market share or profitability. As a matter of fact, I would say that the contrary happens. Audiences don’t value those types of brands. Today’s audiences want brands that stand for real values.
As brand marketers it really isn’t about only making the first impression right. It’ about continuing to always getting it right. We’re talking less shouting from the rooftops and more heart-to-hearts. Less assuming we know our audience’s perspective and more getting to really know the people we’re talking to. Suffice to say, we need to engage and make room at the table for a two-way conversation where both the brand and the consumer feel seen and heard. That’s how you build brands…by building communities.
So let’s quit the marketing echo chamber and embrace all the marketing platforms that are available to us out there. Making the most of the tech tools that are available, and keeping it real, is the only true way to market a brand. It will make sure that your brand doesn’t just talk, but speaks volumes. Putting our audiences first is the only path to success that will allow us to build bonds and communities that stick around for the long haul.
Have you been a victim of your own echo chamber?
by Miriam Hara | Feb 22, 2024 | Agency, Branding, Marketing
A favourite analogy of mine is equating brand positioning to finding the perfect spot on a crowded beach. And the perfect spot to find is to be in the thick of the action but not swamped in the noise. Isn’t that right? It goes without saying regardless of what the product/service is, or what brand, creating a unique space in your target audience’s mind is crucial for standing out.
I think we can all agree that brand positioning is about being different. But there is more to it. More specifically, it’s about being distinctly different in a way that’s valuable to your target audience.
There are 2 distinctive brands that exemplify this eloquently. 1) Apple isn’t just another tech company; it has positioned itself as an innovator, a lifestyle brand signifying creativity, simplicity, and sophistication. Yes, Apple has Steve Jobbs to thank for that…initially that is. But I think we can all agree that Apple’s brand positioning has transcended even Steve Jobbs. And 2) Tesla has marked its unique position as a pioneer in sustainable luxury vehicles, beautifully marrying environmental consciousness with luxury and performance. Again Elan Musk has had a lot to assist in bolstering that brand position, but the Telsa resonates because it has intrinsic value to consumers.
Developing a positioning for your brand is fundamental.
How to go about doing that is not that difficult…you just need to find the perfect spot in the market place and stake your claim. Here’s a few questions that need to be addressed in order to position your brand.
Know Your Audience: Sounds simple, right? But it’s more than demographics. It’s about understand their needs, desires, and pain points. What are they seeking that they can’t find? And how can you fill that void?
Determine Unique Value Promise: What sets your brand apart? What unique offering can you provide in a way that resonates with your audience at their core? And make sure that your brand can do so, consistently.
Know Your Competitors: What other brands are out there, in the crowded market that can be perceived to be the same as your brand? And if that’s the perception why is that? And why isn’t that the case?
Once you’ve addressed the questions in the 3 steps above, you’re ready to take pen to paper and articulate your Positioning Statement: Utilizing the information you’ve collected, start crafting a succinct statement conveying your brand’s unique value, its target audience, and how it differs from your competitors.
Once your positioning is defined you need to put it out there… it needs to get exposure and it needs to be consistent across all touchpoints, from your website and social media to your customer service and product packaging.
Positioning a Brand Takes Consistent Effort.
Brand positioning is not a one-off event, but rather a continuous process. It requires routine review and tweaking. As your audience and the market evolves so does the need for your brand to evolve too.
Ready to carve a unique spot for your brand in a crowded market? Contact us!
by Miriam Hara | Feb 7, 2024 | Agency, Branding, Marketing, Social Media
Generation Alpha: Are you Ready?
It’s hard to believe that 2024 is upon us. And guess what? We’re on the cusp of something new – the rise of Generation Alpha. This generation defined by those born as of 2010 to 2025 are gearing up to become the biggest generation ever, even bigger than Gen Z. So, what should we as marketers and businesses get ready for as they grow up?
Generation Alpha: Pleased to Meet You!
The birth of Generation Alpha was the year 2010 –the same year the iPad hit the scene, marking their deep connection to technology from day one. Unlike us, who had to catch up with technology as it evolved, Alphas have grown up with it as part of their everyday lives.
Cradle Techies
One sure thing that sets Generation Alpha apart is their natural knack for technology. Touchscreens, voice-activated gadgets, and lightning-fast internet have always been their companions. Growing up in the digital era has made them super tech-savvy and quick to adapt to the ever-changing tech landscape. Baby Boomers and Gen X passive babysitters was the TV. Then for Gen Z, the era of Google came to be. For Generation Alpha…it’s the iPad and now AI! Gen Alpha will be the first to experience a future intertwined with Artificial Intelligence at an early age. AI will assist them with everyday tasks, and asks, providing the information they are searching for tailored to their interests wants and needs.
Inclusivity and Diversity
Following the footsteps of Gen Z, Generation Alpha celebrates diversity and inclusivity to the next level. Their world is more connected and more inclusive, having grown up in an environment that values diversity in all its forms. This has made Alphas open-minded, accepting, and inclusive, and it’s a real call for businesses to change the way they operate and for brands to communicate.
Learning, Creating – Virtually
Generation Alpha has a world of information and educational resources at their fingertips, thanks to the internet and google and AI. AI will reshape the way Gen Alpha learns. By the same token, Generation Alpha is changing the social scene. They aren’t passive users of social media; they’re creators and learners. Platforms like TikTok have turned into their virtual classrooms. They soak up information through short videos, tutorials, and creative content. Businesses tapping into these platforms even more so than they currently are for marketing and education will have a real edge in engaging with this generation. Businesses should gear up for a workforce that values lifelong learning and seeks careers that make a difference.
Social media has become a way for Alphas to express themselves and get inspired. It’s not just to be passive and observers. They are interested in making their mark. They’re more likely to trust recommendations from social media influencers than traditional ads. Again, that isn’t new. As marketers we’ve already embraced social influences, however businesses and brands need to integrate and collaborate with influencers authentically… and transparently. This is a must to connect effectively with this generation.
Self Expression. Self Made.
The ease of which they converse and engage digitally via video on social has had them grow up in an age of startups and digital innovation. The Alphas are more likely to embrace entrepreneurship and think outside the box to solve problems than any other generation before them. Nurturing this entrepreneurial spirit, encouraging innovation and offering opportunities for self growth within organizations will be a necessity for business to attract talent.
A Call To Businesses
Businesses need to forge ahead, and that means adapting to a workforce that values flexibility, digital fluency, and diversity. Companies that invest in technology and prioritize diversity and inclusion will be magnets for the best and brightest from this generation.
And let’s not forget about the social and environmentally consciousness that is innate to Alphas. They not only expect but will demand companies not only to provide top-notch products and services but also to have a positive impact on the world. That goes for brands too. Businesses and brands with a commitment to sustainability and social responsibility will win big with the Alphas
A Brave New World
The rise of Generation Alpha will ignite change. This tech-savvy, diverse, and entrepreneurial generation is geared to reshape how we do business and socialize. By embracing their unique qualities and getting ready for their entry into the workforce, companies can thrive in the age of Generation Alpha.
As the biggest generation ever steps into adulthood, our future in business and social interactions will be shaped by their values, dreams, and expectations. So, get ready – we are – because the Alphas are coming, and they’re about to shake things up!
