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If your brand logo or brand message is not connecting with your ideal consumers, the chance of brand recall in the future are slim

Branding is equivalent to telling a story, a story that resonates with your ideal buyers. Visuals form the core of this storytelling. In other words, visual branding is the first step to building a successful brand image and developing your business. First impressions matter and this rings true even with visual branding. If your brand logo or brand message is not connecting with your ideal consumers, the chance of brand recall in the future are slim. There are many examples of branding going haywire and the reasons can be anything - a bad logo or poor brand name or inconsistent visuals, and so on. While each brand has a different story, there are a few little design errors that every brand should avoid.

1. Creating a controversial logo

A logo is…

When your employees fail to understand your brand identity, it is nearly impossible to communicate it effectively to your consumers

Establishing a strong brand identity is like building a healthy relationship - you have to believe in yourself before anyone else can do the same. However, getting your sales team, customer service team and every other department on the same page can easily become an uphill battle. When your employees fail to understand your brand identity, it is nearly impossible to communicate it effectively to your consumers. [si_guide_block id="109627" title="Download our Premium Resource – Brand vision and identity playbook" description="This playbook will enable you to define your branding approach. Branding expert Debbie Inglis explains a structured approach to review and define your brand identity to make it more appealing to customers."/] To make matters worse, it only takes a single slip-up to lose your customers forever. A simple disconnect between your stated values and the…

Some of the best brands set themselves apart in their industry by coming up with creative brand names. Here’s what we can learn from them

If you don’t believe that having a good name will impact your business, maybe you should. After all, catchy names outperform long and complicated names on the stock market by 33%. Sometimes, being bold when naming a business pays off. These can be the names that stick in people’s heads and set up your business for success. A name is an outgrowth of a business plan. The right name will support the growth of your business and can help improve your chances of becoming successful. [si_guide_block id="109627" title="Download our Premium Resource – Brand vision and identity playbook" description="This playbook will enable you to define your approach, branding expert Debbie Inglis explains a structured approach to review and define your brand identity to make it…

How Steve Jobs broke the mould of competitive brand marketing

When brand marketing is executed incorrectly it can be catastrophic for a company. One of the most assured ways to present your brand in a bad light is by being negative about your competitors. There are many examples of how brand bashing has resulted in negative PR for the antagonist and a loss in sales. Steve Jobs and Apple looked at the risks of doing a campaign in this style and did it anyway.

The play

People think the campaign I am about to celebrate was a random stroke of genius. I am here to tell you that it wasn't. Steve Jobs was a perfectionist, not perfect. It took Apple's agency, TBWA, six months to get a yes out of him and they pitched 10-15 ideas a week, every week. That's a minimum of 260…

Positive and negative PR campaigns can affect brand equity and identity - learn how to apply positive PR across touchpoints in the RACE customer lifecycle

It's a general marketing myth that without PR (positive or negative) consumers won't know who you are and how you can help - wrong. Although effective PR can be the make or break for smaller companies who want to get their name, vision and message out to the public, larger brands have build a brand identity that keeps them noticed regardless of ill-thought out publicity stunts and, sometimes, even the products they offer. Brand equity refers to the customer's perception of a brand name or company rather than the multitude of products or services they provide. Brands that successfully create a strong online and offline brand equity includes: Apple, Google, Microsoft, Amazon, Netflix etc. You can instantly identify them, even if you don't know everything they offer. However, solely…

The building blocks of an effective brand strategy

Since the turn of the millennium, more than 50 percent of Fortune 500 companies have suffered or failed due to digital disruption. With so many social media sites competing at nearly every turn, building a successful brand through digital marketing can be quite a challenge. Add ever-evolving platforms, like artificial intelligence, to the mix, and the challenge becomes exponentially more complicated. Technology and platforms that cater to users around the clock create a need for new business models that enable marketing to adapt appropriately. For example, apps like Instagram and Snapchat are highly reactive, meaning the old practices of curating and scheduling social media posts aren’t always viable. In many ways, successful marketing means successful storytelling. The goal is to expand the story to reach customers where they are. Therefore, the art of telling it will need to evolve if your brand is to withstand the test…

Whether you’re hastily booking a last-minute meal for two, or boycotting the societal conventions and watching Netflix at home, in your PJs, it’s that time of the year again!

Boyfriends are panic buying 100 roses for £25 at Aldi and the card racks at Clinton’s are only getting larger. According to research from a retail and shopper marketing agency Savvy, 39% of shoppers said they expect to spend more on Valentine’s Day 2018 than they did last year, rising to 52% among 18-34 year-olds. In addition, 56% of respondents said that they don’t mind spending more to make the day special. The research also highlights that Valentine’s Day spending is expected to hit £726m. Yes, that’s right! Wondering how your business can benefit from this revenue? To captivate the love-ridden audiences on Valentine’s Day, marketers need to…

Updating approaches to branding for the digital world

Brand is No.1

I want to start with a bold statement.  The Brand is the single most important element to a business or organisation. If you think about what branding actually is; a position that has been carefully established, and a set of customer promises and overall experiences based on communication and service, then not delivering on these promises and what a brand stands for will lead to failure. A brand will experience reduced competitiveness, inaccessible products and services, customer confusion and dissatisfaction. As a brand shows its form in all customer touch points, then to say it is everything is really not an overstatement.

Digital centric

In this article, I aim to break down the major elements that make up a typical brand proposition and describe in context to each, how online considerations and experiences need to be central to how the brand delivers its promises.…

Trump defied every expert and still won. The implications for brands are huge.

Yesterday, I prepared a piece about the anticipated Clinton win as President of America. What a difference nine hours makes… Despite all the sophisticated big data … the huge political advertising budgets from the Clinton camp… the faceless pollsters who number-crunched rather than listened to the unspoken authentic voice of the people… in the end Trump won. …So why, from a branding perspective did a reported sexist, racist and narcissistic defy all predictions? Perhaps the regular American saw what a mess the world has become – despite all the propaganda suggesting the contrary. Looking for example to the UK, they got the impression that its identity had been decimated by an open-door policy leading to the country’s spiritual, commercial, social and political foundations becoming at best ‘in transition’ and at worst, tatters. They saw Europe down, despondent and divided. They looked at how former hard-working…

Key lessons for brands emerge from the most anticipated ad of the holiday season

On initial viewing the John Lewis’ £7m Xmas 2016 commercial  tells a quaint story of a girl whose trampoline becomes popular with the local wildlife community.

Set against a backing track of Randy Crawford’s ‘One Day I’ll Fly Away’. The commercial features a Boxer dog in a typical Middle-England home. The dog enviously stares out of a living room window as it watches two wild foxes, a badger, a squirrel and a hedgehog liberally jumping on a trampoline built by the household’s father for his daughter. 

Come Christmas morning Buster (the Boxer dog) pushes aside a surprised Bridget (the daughter) to merrily jump on trampoline all for itself.

Given a tumultuous political year, John Lewis’s customer director Craig Inglis said:  

“You could say 2016 has certainly been quite a year.  We…

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