brand design

Brand Marketing – Making it work

In previous blogs we explored the fundamentals of brand marketing and how important your brand identity is when building a consistent brand, associated with positive and quality experiences. In this article, we look into the reasons, purpose and the desired outcomes of brand marketing campaigns.

Why invest in Brand Marketing

Brand marketing influences the decisions for both end consumers and businesses. It is most effective for developing repeat business, as any customer’s perception of a brand is going to be largely informed by their previous experiences with that brand. For customers and clients, the company’s brand represents instant knowledge of that company, service and standards they have experienced first-hand or heard about.

Brand Marketing

How to get started

When developing a brand marketing strategy, companies work to increase customers’ awareness of their reputation. This involves communicating what the company does and how well it does it and providing a way to bring that information to mind in an instant.

This instant aspect might be communicated through a logo that appears on all company material, product packaging, company website, business cards, stationery and email address. The brand name/logo should be ubiquitous so that customers associate the company and its reputation with every product and service that the company provides.

Brand marketing is as much about product and service quality as it is about communication, with poor quality affecting a customer’s perception of a brand far more than good quality can. This attention to quality must extend to every aspect of the company’s interaction with customers, including the company website and social media activity. Internet marketing of a brand cannot be done as an afterthought, with little investment; any deficiency will reflect on the company’s reputation, and all its products and services.

What if?

If you are struggling to get your Brand Marketing to achieve meaningful results, it may be worthwhile giving attention to the following areas…

  • Product/service quality – Does your business operate as your brand marketing communicates?
  • Competition – What is the competition doing, and where are they seeing the greatest success?
  • Bad timing – is the message, service or product misplaced for the time of year or industry evolution?
  • Lack of demand – are you struggling to demonstrate the value and uncover the demand?
  • Poor alignment with the target market’s values – does your messaging ring true with the values and expectations of the market?

Brand Marketing

How do you measure success in Brand Marketing?

Brand campaigns should have a number of defined and measurable objectives. You may want to increase your media references by representing thought leadership and innovation. Or highlight your successes through Press Releases, articles or social media. Whatever the desired outcome, it is important to consider what you are trying to achieve and how best to use Brand Marketing to achieve them.

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.

What is Brand Marketing?

Brand Audit Guide with a cup of coffee

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.

Brand Marketing Builds Credibility

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.

Exhibitions and Trade Shows – 8 Tips for Success

Exhibitions and Trade Shows 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.

Start Early

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.

Exhibitions and Trade Shows Create a buzz with humour

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.

Exhibitions and Trade Shows Share your Successes

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.

Exhibitions and Trade Shows Pre Event Communication

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.

 

Taking Logo Design Seriously

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.

Taking Logo Design SeriouslyA great first impression is the last impression

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.

Taking Logo Design SeriouslyBrings in more authenticity

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 ideas@turquoise-creative.co.uk.

Branding – The difference between a rebrand and a brand refresh.

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

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.

Branding Refresh

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.

Key Considerations

  • 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…