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.
Studies show that 75% of consumers have developed a preference for a certain ‘type’ of brand. A desirable brand is one that enables the belief that we can become ourselves or achieve aspirational goals as a result of it.
Countless studies have been conducted suggesting that brands are valuable assets. Their colour, values and positioning are key components that can be actioned, however, its desirability is an emotive pursuit that is difficult to create artificially. A desirable brand can make us think and feel differently compared to neutral brands. They can influence our decisions, drive an impassioned response to messaging and drive us to champion the brand to family and friends. If executed well, a desirable brand is a hugely powerful marketing tool.
A brand that people desire is a tough undertaking that needs careful consideration and planning to execute properly. Companies such as Apple and their associated brands iPad, iWatch etc. have consistently held the top positions on respected desirable brand listings and surveys. Other companies such as Ferrari, Google and Samsung are a steady presence in reports designed to understand and quantify how desirable brands build and maintain their position in the conscious of consumers.
There are countless thoughts around the elements that make up a desirable brand. We have looked at 6 common practices for businesses who are trying to build a desirable brand. We think these are key areas that need careful consideration when positioning your brand and its message.
The Bigger Picture
It is common for a desirable brand to look at the bigger picture. They typically do more to impact people’s lives and actively look for a bigger role in the communities. They are the thought leaders, pioneers and develop a range of propositions.
A desirable brand understands where there is an opportunity in the near future, foreseeing a need, desire and limitations. This is more than a financial opportunity, rather a chance to meet the rapidly changing needs and behaviour of the consumer.
Do not get held back by the limitations of a category, a desirable brand is seen to transcend its rivals and not be held by the restriction of broad sweeping brand categorisation. This should be done with direction, you will be shaping and improving the world around us all and need planning.
Desirable brands are looking for more than commercial rewards. This is secondary to a clear purpose that inspires customers, consumers and internal staff alike. Ambition allows you to build a rapport with your customers who are likely to be ambitious and can recognise similar motivational drives.
Desirable brands build a rhetoric that encourages people to think, feel and act differently. They engage us in evolving an interesting story of innovation. They are seen to innovate beyond their category and look at anything they could potentially impact.
A desirable brand is energising the organisation towards success. Have a consistent direction towards goals and ambitions that are genuine and viable. Energy is more than producing a great product or service, it is about continuously re-evaluating and innovating to ensure the brand has a real role in people’s lives.
A desirable brand constantly drives to engage us in an evolving and interesting story. They innovate across all areas of product, operations and society and do not limit themselves by broad categorisation. They provide all of us with a consistent and evolving story of evolution and innovation. They are considered thought leaders and contribute to an ongoing supply of news, stories and conversation points. They are foremost in the minds of their customers, generate pride and encourage
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…
T: 01293 886805
We are a creative design agency based in Crawley, West Sussex, which specialise in Brand Design, Creative Design and Web Design. Turquoise Creative create and design all the ‘touch points’ of your business including:
Investing in a brand identity
Q: What do an autism awareness charity and an accountancy practice have in common?
A: They both invested in creating a brand identity.
Autism Parent Empower wanted to raise awareness among families with children with autism letting them know that they could access key interventions locally.
Sigma Partner’s challenge was very different. They needed to communicate a change to the business name, as well as stand out in a crowded market.
They both had very different challenges, yet the solution was exactly the same…
…to create a stand-out brand identity.
Creating a stand-out Brand Identity
A basic brand identity kit consists of a logo, business card, letterhead, and email signature. This basic set of materials can be extended to include: brochures, folders, flyers, website, exhibition stand and vehicle livery.
A successful brand identity is built around 9 characteristics.
If you feel that your brand identity some attention, please do get in touch. You can call us on 01293 886805 or email email@example.com.
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How to use the power of colour in branding
Colour in branding matters in the world of brands and plays a pivotal role in all our visual experiences and communication.
Brands and colour are inextricably linked because colour offers an instantaneous method for conveying meaning and message without words. Colour is the visual component people remember most about a brand followed closely by shapes / symbols then numbers and finally words. People see colour before they absorb anything else. Therefore, most recognisable brands in the world rely on colour as a key factor in their recognition.
Research has reinforced that:
- 60% of the time people will decide if they are attracted or not to a message – based on colour alone!
- Colour can increase brand recognition by up to 80 per cent.
The influence of colour in branding
Colour bisects the worlds of art, psychology and culture, influencing behaviour and creates meaning both consciously and subconsciously.
Colour can be used as a communication tool to reflect our internal states both in a personal-sense (your choice to wear a bright turquoise shirt today), and in the worldly-sense (where cultures reject or embrace particular colours). Colour signifies motives and can even be used to shape people.
Colour is very subjective, and it varies from person to person. Over time particular colours can remind us of brands, feelings and moods. Our past experiences, along with being immersed in a culture which applies certain conventions to colour-use, contributes to this. As a result, we can study the generalised effects of colour on people and use this to better communicate visually with our audience. Since 1666 when Sir Isaac Newton devised the first colour wheel the psychological effects of colour have been studied and used to great effect within brand identity design.
What does colour say about your brand?
The following graphic shows how global brands work alongside their respective studied emotions of their colour.
Tap into the power of colour to express your brand attributes and values
Have you ever wondered why colour is so significant in identifying brands? Red is associated with Virgin. Blue is the preferred colour for NHS, Ford and Facebook. These large corporations have developed a confident brand identity by using logos with particular colours.
Colour in branding also plays a vital role in retention, it stimulates the senses and delivers a message in half the time text does.
Colour in branding psychology is the study of how colours affect our emotions and decision-making processes. It is a sub-discipline of behavioural psychology since it studies and identifies behavioural responses to colours.
The branding process is very important. Defining your brand identity is critical as this will help you stand out from the crowd. Finding the right colour to best identify your brand is not as simple as picking out colours from the colour wheel, it takes time.
Identifying the most appropriate dominant colour to use is essential to the success of your branding campaign. Prominent colours significant to your brand, mission and vision must be apparent in all your promotional materials, which necessarily include literature, product packaging and exhibitions.
When it comes to deciding which colour to use in developing your brand identity, remember that it should be the colour that particularly relates to your brand and it should be able to set you apart from all other trademarks, especially your competitors.
A successful branding campaign can hinge on colour and how efficient, effective and persuasive it can be when properly used in visual communications.
Ready to inject some colourful flair into your brand?
Choosing the ‘right’ colour for your brand isn’t easy, but it is important, and you should spend some time choosing the colour(s) you think best represents your brand.
Start with these questions:
- What words represent your brand’s personality?
- What colours represent those words?
- What colour suits the characteristics of your product / service?
- What colours do your competitors use?
If you refer back to my previous article How to build a stand-out brand identity, colour can help create that unique feel, make your brand memorable and bring a feeling of consistency within all your marketing communications.
If you feel that your colours are not supporting your brand or sending out the wrong message, feel free to give us a call on 01293 886805 or email us.Other articles relevant to :