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 | Aug 4, 2023 | Agency, Branding, Marketing
One of my favourite expressions is that brands are living organisms. I believe brands are not stagnant entities. They breathe, evolve, and mature over time. Just like any other living organisms that surround us. We often speak about brand evolution and what it means, not realizing that as brands evolve they “become”. Therefore, the evolution of a brand’s being, essentially, the art of rebranding a living organism is a delicate balance of observation and analytics.
Here’s something to think about: When it comes time to rebrand – the brand has something to say about what it evolves to and how!
Brand’s Humble Beginnings
Every brand, whether a household name or a budding start-up, begins its journey as a germ of an idea with great potential. Think of iconic brands like Apple, Nike, google or Coca-Cola. These brands were not always the global brand powerhouses we know them as today. They started with a vision and an offering that they made unique. Just like living organisms, brands go through a growth process, adapting to the ever-changing environment and consumer preferences.
Nurturing Brand Growth and Relationships
One critical aspect of nurturing and evolving a brand, is through various touch points or connections. The interactions a brand has with its target audience across different channels are what will provide its sense of being and the strength of its relationship with its audience. This includes everything from social media engagement, customer service, advertising campaigns, to product experiences. By carefully nurturing these aspects, brands can shape their identity and foster deeper relationships with their customers. They Become.
Starbucks is a perfect example of this. It has mastered its reach and connection far and wide. From the moment customers step into their stores, they are enveloped in a warm, inviting brand ambiance. The friendly baristas, the aroma of freshly brewed coffee, and the carefully designed interiors all contribute to the unique Starbucks experience. Additional, their engaging social media presence and loyalty programs further enhance the customer journey. Starbucks understood and understands the evolution of its brand. Each touchpoint with their customer base is seen as an opportunity to strengthen their brand and create a lasting impression.
Brand Evolution: The Art of Rebranding
This brings us to the concept of rebranding—a strategic decision made by marketers to redefine a brand’s image, target audience, or positioning. Rebranding can breathe new life into a stagnant brand, help it stay relevant, and appeal to evolving customer needs. While rebranding can be a powerful tool, it must be approached with caution. Brands need to carefully consider their loyal customer base and ensure that the essence and values that customers associate with the brand remain intact. A well-executed rebranding strategy can breathe new life and energy into a brand, while a misaligned one can alienate customers and erode trust..
In the fast-paced digital age and market, monitoring brand evolution is crucial. Social media, customer reviews, and data analytics provide unprecedented access to real-time feedback and insights. By actively monitoring a brand’s trajectory, companies can make informed decisions, adapt swiftly to market dynamics, and nurture a brand’s growth.
I believe, just like living organisms, brands possess the power to adapt, mature, and leave a mark on our world.
Do you envision brands as living organisms? Please let me know your thoughts here.
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 | Sep 30, 2014 | Branding, Latest
When is it time to tear down your brand foundation and build a new one? Maybe the question should be: Is it time to build a new brand foundation? With this challenging and opportunistic economy, the changes and turnover within a brand’s marketing team are increasingly in flux. Gone are days when brand owners would be around to nurse and cajole their brands for 5 years or more. This is a key shift in brand marketing.
Brand foundation is at the cornerstone of brand building.
It’s important to realize that just because there’s something new and exciting out there, or that you’re what’s new and exciting to the brand, it doesn’t mean that you need to make a clean sweep and tear down everything that was previously built.
Like a house, brand needs a good solid foundation to build upon. And, it doesn’t mean that once the concrete is poured, the work is done. All of us have seen good additions and facelifts to existing homes. And, all of us have also seen poor executions of the same. The difference is in the planning and the respect given to the original structure when upgrading.
Here is a list of what should be considered when assessing the need to change the brand foundation:
Change for the sake of “new” is generally costly for a brand.
Be sure that the change implemented is one that can carry the brand for more than a promotion, a cycle or a year.
Changing the playing field, but not the expectation is unfair to a brand.
Too often programs are set in place and then changed or cancelled, while the objectives originally set don’t get revisited. The result is an unfair assessment and evaluation of the current brand foundation and what it represents.
Timing is everything.
When building a brand foundation all the key elements must come together exactly when they need to come together. Brand advertising must be met with the brand product on shelf.
Allowing short term tactics to dictate your brand position is risky.
It’s a very competitive world out there. The need to get instant results shouldn’t override the need to build for the future. Price is never a brand builder on its own.
The building and growth of any brand foundation must be handled with care and due diligence. So be sure to take care of it!
by Miriam Hara | Mar 29, 2014 | Branding, Latest
Brand value is based upon the sum of all its parts. Those parts are: a brand name, its marketing, the relationship the brand has with its target base, its intent and its history. Additionally, to a large degree brand value or brand equity is based on its level of endurance. A brand’s stamina and staying power are as important as its ability to stay true to its original intention.
In short, brand value is tied to its originality.
At the risk of sounding a tad too “mature”, I remember when marketing meant not only advertising the benefits of a brand, but communicating those benefits to the consumer in an original way. This allowed the brand to own its entire messaging, from the logo to the colour and tone used and of course, the imagery.
Today, I feel that some creative has become lazy – reaching for the low hanging fruit. This may be the result of less time and lower budgets, however the drawbacks to brand value by creating “me too” creative are significant.
Brand creative should be a significant contributor to brand value. Here are a few tips to flexing creative to become more original for your brand creative:
1. Start your brainstorming session with a brief. It should outline what the objectives are, who the competition is and what they have done in the market place.
2. Don’t build your creative around a royalty free stock image. It’s important that you completely own your visual identity. Have you ever seen an ad for a technology brand with the exact photo as an ad for an insurance service provider? It’s quite alarming. Today, many print ads and digital creative ads are based on the use of stock imagery – ugh!
3. Go for substance, not flash, unless you can achieve both without alienating your target group. The use of flash and pop up mechanisms on websites intrude rather than captivate attention.
4. Always be clever with the creative for your concept and your approach to copy and headlines. Often headlines are too tactile and lack playfulness and originality.
If the strategy is on point and implemented properly, creative will add considerably to brand value. Brand creative should be based on brand persona. And brand persona should be based on a unique set of characteristics that give it… well a personality. How else will a brand resonate with its consumers? It needs to be attractive and speak to consumers in a way that forms a true connection.
In today’s environment, the brand persona has taken on an even more prominent role. There is another dimension to develop brand personality: its voice and tone. Like every person is an original, to be a successful brand and create brand value, originality is essential.
