Brand recognition and awareness play a huge part in building credibility with your customers and developing new clients. Considering your brand marketing strategy is especially important as your company entering its growth-phase.
Brand recognition, continuity and messaging need to be careful planning, ensuring your potential new clients first impression of your business is long lasting and supports your sales message. Wouldn’t it be better and more effective if your prospect had already heard of you? That way, instead of describing your company, you could spend time describing your offering.
People buy products they like from companies they know and trust. Think Apple, Amazon and Starbucks or B2B companies such as Intel and GE. In today’s market, brand credibility is your competitive advantage.
Brand Marketing Adds Value
Founders and business leaders are constantly looking for financiers to support their growth and exit strategies. Investors view a company as a whole before investing, not just its product or products. They also consider corporate reputation, the CEO and founders’ credibility and financial performance before making an investment decision.
Having helped many start-ups change strategy and rebrand for various reasons, it’s key to invest in creating a corporate brand — a brand that customers can believe in and leadership they can trust. The more you invest in the corporate brand, the higher the overall value.
Brand Marketing Engages Customers
In today’s digital era, B2B buying decisions are changing dramatically. B2B buyers are now as empowered as consumers. Ultimate buying decisions, and how businesses interact with vendors is changing.
According to analyst firm Forrester, 90 percent of businesses start their purchases with search, and 74 percent conduct half of their research online before making an offline purchase.
Research also indicates that most B2B customers don’t begin to engage directly with suppliers until they are about 50 to 60 percent through the customer journey. Your brand is working for your business long before any conversation is started with a potential client.
Marketers therefore have to design strategies that educate and engage customers, not “sell” to them. Content should be interesting and search optimised for digital discovery.
Building your brand is key to driving sales, boosting partnerships and accelerating growth. You want customers to trust your name, eager to learn more and be proud they can rely on your brand to run their business. Consider brand building as a long-term commitment and investment — not an expense. Your Brand Marketing Strategy needs very careful consideration and goes deeper that font choice, colour messaging, instead it exists as the very core of your business ethos and how it is perceived in the market.
With over 20 years in Brand Marketing, Design and Strategy, Turquoise Creative has the tools you need to build and maintain a brand marketing strategy that enables you to control how your business is perceived, builds trust and enables an open dialogue with clients. Please give us a call on 01293 886 805 and let us know what you need. Alternatively, complete our FREE Brand Audit and let us talk through how your brand can work for you.
Trade shows and exhibitions are an excellent way for your business to gain exposure and meet prospective clients. But with the venue crawling with flashy, gimmicky competitors, it’s easy for your business to get overlooked.
To ensure you’re gaining maximum ROI (Return on Investment) from your time and money spent on stand space and making an appearance, it’s best to think strategically about how you’re going ensure your business is the one being talked about.
Nothing stands out more at an exhibition than the company that did not prepare or rushed the show in the days leading up to the event. Taking the time to plan, prepare your stand and work with a good design team to ensure your presence is clearly thought-out and accurately reflects your business and brand.
Give Away Something Unique
Free corporate pens and mugs are unoriginal and can potentially aggravate passer-by, rather than entice them. You can stand out from the ordinary by giving away something quirkier and still putting your company’s brand on it. Corporate headphones, balloons, laptop skins, socks, sunglasses, even Rubik’s cubes; the options are endless, and the chances of standing out are huge as are the benefits. If you can get people wanting what you are giving away you can create quite the buzz.
Remember that buzz means conversation. You want to provide customers who go past your booth with opportunities for conversation. We hear positive marketing messages so often, they become dull. Step up and provide people with something humorous they can pass along and you’ll get people talking about you.
Check out the competition
Do your research. Check out the competition and learn from what they’re bringing to the exhibition, not just staff-wise but visually. What initiatives do they have to attract footfall? What is the message they are delivering? What are their strengths? What are they doing better than you? These are some of the things you can look at, so you can make sure you’re prepared for any questions regarding your competition. This is also a great time to start thinking about what changes you will make to your approach for the next event.
If your brand can be seen on a myriad of websites or has won awards for outstanding work, use it as a focus point in your exhibition. Create a stand design that accentuates these features, with a huge shout out to “As Seen On” or “Award Winning” for the show attendees to see. This will definitely get curiosity and buzz going for your brand.
Invest in a great display
I’ve seen some of the big companies bring some really sad-looking tables to a trade show. If you want to look bigger and more invested (and more investable!) then consider this part of your marketing budget for the year. If you have something printed that looks really great, you can also save it for future shows. A well-designed exhibition stand will be with you for a long time if well maintained.
Use Design to your Advantage
We’re all attracted to great design, whether we know it or not. At exhibitions and conventions, it’s easy to have everything blend together visually. Make sure you have a stand that stands out from the competition, using design as a differentiator.
Whenever we do exhibitions, we go through a list of attendees expected to visit, which organisers can provide to you. We send out emails to people we want to meet, and many of them will respond and stop by our stand. This helps us meet key people without wasting time during the event.
So how can you stand out in a crowded Exhibitions and Trade Shows with an amazing exhibition stand?
Call us today for an informal chat over a coffee, and see what we can do for your exhibition
Turquoise Creative – contact Steve by email or call 01293-886-805.
A logo is the face of a brand, and hence a must-have for a business to achieve maximum attention and reputation. So, are you looking to have a professional logo designed? But to do this, you will need a reputed and reliable brand identity/logo designer to make it happen. Cannot decide on a certain design company? Worry not, and get in touch with the brand identity expert, Turquoise Creative.
We are experienced brand identity/logo designer based in Crawley, West Sussex. We cater to different clients requirements. No matter what their marketing budget. Our team will ensure we create the best and most effective services within your budget.
But before you hire us, you need to understand the growing importance of a brand identity for your company.
A logo is basically the introduction to your brand or company and leaves the first impression which becomes the lasting one. An easy to remember and clear logo with higher recall value will have a massively positive perception on your brand. But, if the design is too traditional or conventional, it might not connect with your target audience. Our creative team at Turquoise Creative always think out of the box.
Demonstrates strong brand commitment
Did you know, your business will require a good logo to foster brand loyalty and commitment among your clients and customers? This is the most important function of a logo, and it must demonstrate strong brand commitment towards your company. It is the first thing one notices about your brand and business and this is how you can stand out amongst your competition. Your business will achieve longevity and the attention of your customers if your logo is professional and memorable!
A good logo communicates business values and becomes an icon
Your business must have something to represent its values, work ethics, the type of work you are dealing with. To communicate your business values with others, you definitely need a very exquisite and high-quality logo design that is different from your competitors. A motif or image forming part of your logo will become the icon for your business and also epitomizes your product or services. The logo design and colours palette must reflect your brands personality, psychology, and business feel. We, at Turquoise Creative, make sure to bring brands to life by creating well-crafted brand identity/logo designs.
A consistent logo for your brand will make your business appear more reliable and authentic and clients will easily relate to it. A sense of uniformity that it creates is going to spruce up your business’s reputation, making your company more trustworthy, timeless and professional.
So, if you are searching incessantly for a good brand identity designer to help you create a wonderful and meaningful logo for your business, make your way to Turquoise Creative.
We have over 20 years’ experience in this field, and use our skills in visual communications to promote or enhance your business, products or services. We aim to build desirable brands. And promise to satisfy you with an innovative, seamless and affordable design.
Want to get in touch with us? Ring us on 01293 886805 or mail at firstname.lastname@example.org.
It is important for all businesses to monitor their industry and keep ahead of the changes in technology, message delivery and consumer integration. In modern times, the biggest change seen in years is the way that your potential customers interact with your brand. How your brand is delivered is key to the perception of your brand.
The evolution of online has meant that previous integrations have moved into the digital space and developed countless brand interaction opportunities. Simple elements like the differences in colour in a digital space is a good example of why your need to consider a brand refresh over a total rebranding. Your colour choice may have been made years ago, while it worked well at the time, across print the colour pallet used online is different
It’s imperative that your branding reflects your business and serves it up in a competitive and competent light to catch the hearts, attention…and wallets of potential customers. Simple elements, such as differences in colour shades can create a negative impression of your business.
As a business owner, you always try to keep your branding fresh and current in a world where attention spans are decreasing and the propensity to buy and research online is dramatically increasing.
So what is the difference between rebranding and refreshing a brand? Moreover, how do you know which one is for you?
Rebranding is more than just changing a logo or refreshing your website design. Rebranding is to change the entire image of your company from the top down. Not only the creative perception but your ethos and brand story.
When should you consider a rebrand?
- Your brand feels out of date and is no longer effective or working for your audience.
- Your audience has changed.
- Your business offering, motivation and goals have changed.
- Your business is going through a noticeable change such as merger or acquisition.
What are the risks?
- If executed poorly you can alienate or confuse your audience.
- Current customers can feel betrayed if your brand equity is not taken into consideration.
- You risk cluttering your message rather than streamlining it.
- The rebrand may not resonate with your employees.
Sometimes a complete overhaul of your brand is unnecessary. If you are comfortable with your messaging, have a brand story that is engrained in your audience and employees mindset then a refresh may be for you. If the risk of alienating your audience or cluttering your brand is too high, then you need to consider what adjustments you can make to refresh and modernise your brand.
Why Refresh your brand?
- To update and modernise your brand to appeal to a current audience.
- To address market condition and changes.
- When your brand feels disconnected from your offering.
- Maintain the essence of your brand.
- Build messaging that is focused and clean.
- Build and present an ethos that resonates highly with your customers.
- Consider timing and leverage where possible to your company’s advantage.
Eventually, every brand needs to change. The world is constantly evolving, with new tastes, new innovations, and new demands from customers.
However, the extent to which you change, and the size of the decisions that you make to adapt to your new marketplace, depends on you.
A refresh is something that can improve and build upon a brand that’s already fundamentally robust. If you have existing loyalty for your brand, and things are going well, a refresh can help you to make sure that you stay competitive and remain on the right track.
A brand refresh can be a lot more than a simple lick of paint, however, sometimes, your brand refresh strategy will involve a complete re-think of what your company does, how it delivers, speaks, and behaves. However, the DNA of your company will remain the same.
With a rebrand, everything changes. You might be selling the same products, or providing the same services, but you become something entirely new. So, how far do you need to go to revitalise your company?
Do you want to know more?
If you are looking for advice on how to build a desirable brand identity we would love to help. We have looked into the key components of building your identity in our article on Colour and Branding. If you prefer to speak we are happy to offer some advice and direction on your desirable branding ambitions, get in touch, however, best suits you…
It is hard to believe that Turquoise Creative is already 10 years old. They really grow so fast!! We wanted to take some time to really appreciate this milestone. 10 years of working with some great clients, huge projects and fantastic people. We wanted to first thank all of our clients and customers that have made Turquoise as successful as it is. We have an extensive network or exciting businesses we have worked with, we have grown and evolved some truly outstanding examples of branding, graphic design and marketing creatives.
As part of our 10-Year celebrations we collaboratively worked through a branding exercise to refresh our logo. The original logo has served us well, we are recognised locally and have built a presence within graphic design, digital media and branding that we are truly proud to stand alongside. In an effort to stay fresh we refined the typography and refreshed the logo for a modernized look and feel that better reflected our focus on modern techniques and approaches to branding while remaining reminiscent of the original branding.
Upon Turquoise Creatives’ 10-year anniversary we thought that we would also take some time look at everything that has changed, evolved and innovated within the industry. In Branding and design, it is crucial to keep ahead of the curve, monitor trends and pioneer creative techniques. Our business relies on our ability to understand trends, industry developments, the mind of the consumer and their motives.
Looking back at the world…
One of the keys to our success is to keep ahead of news, trends and events. It is important to understand what key actions are affecting your clients, your inspirations and your results. As part of our 10-year celebrations we wanted to take a moment to look back over some key events that happened through the last 10-years.
2008 – April :: Facebook take over MySpace as the largest social network.
2009 – January :: Barack Obama takes office as US president.
2010 – January :: 3D Television widely available to the consumer market.
2011 – April – Google plays an April Fool’s Day joke on typography nerds by serving search results for “helvetica” in comic sans.
2012 – February :: Apple Launches the iPhone5
2013 – April :: Amazon launches Kindle Fire HDX
2014 – February :: Apple announced it new innovation, Apple Watch.
2015 – November :: Apple Smartwatch
2016 – May :: The Queen celebrated her 90th birthday and so did the rest of the country.
2017 – December :: Apple drops to #2 in the global 500 brand ranks. After 5 years at #1.
2018 – February :: Turquoise Creative celebrates its 10-year anniversary with a rebrand
Looking back at what we have learnt…
Turquoise Creative strives to learn, improve and understand what key patterns of thought shape the world around us. Within graphic design and rebranding it is key to actively learn from our experiences and make sure that these lessons shape our future actions. In the last 10 years, there have been some key movements in the thoughts around graphic design, branding, marketing and PR.
PR is more important than advertising
Advertising is expensive and not very credible, especially when used on behalf of a new brand. That’s why many of the most successful new brands were launched with PR. Public relations can be controversial, but that doesn’t work in advertising. Consumers are turned off by advertising that attempts to be controversial or attacks the competition. Consumers tend not to blame the brand if a story in the media does critique the completion or build.
The category is more important than the brand
Thinking in military terms, a country launched a military campaign to conquer a territory, likewise, a company launches a marketing campaign to conquer a category. From a branding perspective, brands rarely hold any value outside of their category. If a company tries build a presence across a different category, it is a risky journey that has to be carefully navigated.
When Apple decided to get into the smartphone business, it again didn’t use the Apple name. It called its smartphone “iPhone.” The Apple Macintosh brand was reserved for their desktop product.
The concept of verbal or written communication has changed. The primary objective of a marketing programme is to place a verbal concept into consumer, the best way to delivery this is not with words at all. The visuals are the key to generate emotional appeal and drive your audience to engage with the deeper message.
The key change that we have noticed over the last 10 years is an increase in demand for companies to brand and present themselves professionally. The growth of the internet, along with the changes in behaviour of the consumer means that companies that would have never considered a brand identity in the past now have to consider their brand, how their company is perceived and how fragile their identity is. The freedom of information and the ease that potential clients can inform themselves on the process and requirements around graphic design has meant that we are seeing clients that are much more informed and knowledgeable about what they want and need.
The last 10 years have been a fantastic journey, as well as the people and business we have met, the countless brochures, logos and business cards we have built it has been most rewarding seeing the success we are having within our local area. We are recoginsed as professional, friendly and experienced and work hard to make sure we maintain this reputation. 10 years is a long time, it can he difficult to understand what events have shaped the position we see ourselves in everyday, it is important to look back and take time to remember how we arrive where we are, the events that helped and hindered and think about what more we can do to make sure the next 10 years are more successful than the last.