thinking space

Thinking space is where we get to rant and rave about issues relating to the design, branding and creative industries both locally and abroad. Our aim is to develop a strong, balanced voice for the UK design industry. And probably most of all, to amuse you…

The Importance of Brand Identity

The importance of Brand Identity design has become a focal point for Brand Marketers and businesses looking to stand out from the competition.

77% of marketing leaders say a strong brand is critical to their growth plans. At Turquoise we agree, that a strong brand, that is consistently represented not only impacts the perception of your company but also the success of all marketing efforts. That’s why we work with clients to ensure the brand design is a calculated pursuit that encompasses the ethos of the company, its ambitions and tone of voice.

Brand identity design plays a key role in the creation, development, and marketing of every single business. Here are the main reasons we think a well-developed brand identity is key to the success of a business.

It gives your business a unique aesthetic.

Your business is unique, not only for the product or service it offers but primarily from the staff that make it possible. Build an identity that visually represents the people and their contribution to the brand.

Enable customer recognition.

If your brand is easily recognised it makes your sales process a lot easier, if you are recognised for quality and outstanding service, you have to spend less time convincing people of your qualities.

Allows consistent dialogue with your customer.

If you are driving a message that is consistent, your potential customer will spend less time decoding your offering. With a consistent dialogue, your customer will know where and how to find the information they need.

Makes your reputation stand out in the market.

As with customer recognition, your brand will come to signify your reputation and adopt key characteristics from your customer interactions. It is important that you adhere to the values of your brand if your brand conveys quality but your products are lacking, you will soon be found out and your brand identity compromised.

Separated yourself from the competition.

What is your competition doing? Is it all very much the same? Separate yourself from your competition, not only by your products or service you sell but also by the foundations your business operates from. This gives customers a welcome relief from the norm and gives them a good reason to move away from their competitors.

When it comes to a consistent brand identity we have seen that the brands that maintain a dominant position in the minds of their customers are the ones that have developed an ethos behind their brand. This ethos goes deeper than a good-looking logo and colour palette.

With over 25 years in Brand Marketing, Design and Strategy, Turquoise Creative has the tools you need to build and maintain a brand identity 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.

Online Advertising – 6 Common Approaches

Online advertising and the digital landscape has changed not only how your customers interact with you and your business directly, but also how the brand message and external perception of your company and its function. It is vital to correctly represent your business in the messaging you deliver and the method you use to deliver them.

Pay Per Click (PPC) & SearchSearch Advertising

Search advertising has long been the foundation of online advertising. Search Ads are placed on search engines like Google, Bing and Yahoo, they are typically given better placements at the top or side of the results page of keywords.

Google is by far the stand-alone leader of search and although typically more expensive than their competition it is for good reason. Google drive results that are easily tracked and expandable across a multitude of different technologies. The key factor in costing when running a search is the performance, leading to the assumption that if the price is high, it is for a reason. Search allows you to target people who are showing a specific interest in set terms online. The right campaign starts with the right keywords, get these right and your search campaign is destined for great things. The shorter and broader the search term the more likely you are of being outbid, try targeting long terms and unique keywords for success with your online advertising.

Display & DesktopDisplay Advertising

Display advertising most commonly refers to the banner adverts audiences see when they visit a website from a desktop computer or laptop. Online advertising creatives are carefully created to attract an audience to click on the banner and navigate to a specific page determined by the advertiser. The advert can include text, images, graphic, video and audio, the limitation of what can run are determined by the website owner or publisher.

It is possible to approach websites directly and individually agree online advertising pricing and creative types, however, there are now large networks of publishers that allow you to target multiple publishers with a similar context at the same time. There are countless opportunities to work with networks, each offering their own insight into data, volumes, context and various other parameters for advertisers to target. Tread carefully, with large volumes of automated traffic comes the potential to quickly burn through a budget, plan well and check everything when loading your campaigns.

Email Marketing

Email is an effective tool for engaging with new customers but more so effective at continuing a dialogue with your current clients. If you are emailing a new email pool to prospect and seek new business, there are several things to consider.

Consider the legal elements of the email addresses you are targeting. The necessary permissions must be gained from you or the company that is providing the email address to target. The conversion rate is another key factor, not everyone will open or read the email. Most will delete, very few will interact. With that in mind, it is important to ensure you have a database of emails that is large enough to achieve the number of conversions you need. Tracking and attribution are vital for understanding what has worked and who is engaging in your message. Several platforms offer an email tracking service which allows you to track and monitor the engagement with your email campaign.

Social Advertising

Advertising on social media is one of the newest and most important places to be advertising online. Social platforms are the new digital hubs where people spend countless hours staying on top of their social media feeds. People are evolving communities and social groups and speaking openly about topics, businesses and services. If you can tap into this correctly, display an appropriate message it can be a key driver of new business.

What makes social media stand out as an advertising medium is the level of data it is able to collect. Users of social media sites share a lot of information around their likes, dislikes and location. As well as this users typically share a lot of personal and demographic information which can all be targeted by advertisers. If you know your audience well, you can target highly focused groups of potential customers.

Mobile & TabletMobile Advertising

The evolution of mobile as a legitimate advertising medium has been prominent since the launch of the iPhone in 2007. The function and purpose of the mobile phone entirely changed and opened endless possibilities for a mobile-driven society. With this came advertising, for most developers, the only feasible route to fund and pay for the development of the apps and services.

Mobile advertising needs to be considered and managed as a separate entity entirely. The targeting and technical capabilities are very different to what you might find in search or display. The data that can be monitored as well as the location of the user can all be uniquely identified and shared. Due to the speed and fluidity of change within mobile more advertisers are turning to programmatic and RTB to facilitate their purchase of media.

Programmatic & RTB

While often paired, Programmatic and Real-Time Bidding (RTB) is different. Programmatic describes the automated purchase of advertising space from publishers, often there is large technology platform designed to enable the sale and purchase of advertising. Depending on the platform and their unique understanding of their supply you should have numerous options to target and guarantee media spend when required.

Real-Time Bidding (RTB) evolved from programmatic platforms where the decisioning speed became ever more important. RTB allows advertisers to bid on ad impressions on an individual basis rather than groups of impressions at a fixed CPM. The technology quickly became capable of decoding data communicated from the consumer’s browser, app or video player and offering that as information to advertisers for them to make a better-informed decision on price and method of target. RTB is now a large complex landscape with huge technology companies offering their own way of automating and understanding traffic in real time.

Colour Turquoise

The meaning of the colour turquoise is open communication and clarity of thought.

Turquoise is a blend of the colour blue and the colour green and has cool and calming attributes. The colour turquoise is associated with meanings of refreshing, feminine, calming, sophisticated, energy, wisdom, serenity, wholeness, creativity, emotional balance, good luck, spiritual grounding, friendship, love, joy, tranquillity, patience, intuition, and loyalty. Colour Turquoise.

Colour Turquoise

Tints of turquoise colour have a sweet feminine feel. Darker shades of turquoise, such as teal have a more sophisticated feel. Variations of turquoise, which often is used to represent water, also is referred to as aqua and aquamarine.

Turquoise is a valuable mineral that is often used for jewellery, especially in the American Southwest and the Middle East. Turquoise is one of the oldest protection amulets and in many ancient cultures was a symbol of wealth and prosperity. Turquoise was associated with connections to the spiritual world, psychic sensitivity, and protection from harm and negative energy.

The Gemstone
The turquoise gemstone is the symbol of friendship and brings peace to the home and good fortune to the owner. The turquoise stone is believed to carry with it great truth and wisdom inside it. The turquoise gemstone is a stone that represents self-realisation and is an aid in analytical thinking as well as creative energy.

The name turquoise means “Turkish Stone” as it came to Europe from Turkey. The best quality turquoise comes from Iran. Today, the majority of the turquoise gemstones come from the United States and Mexico.

The colour turquoise has healing properties that affect the mind and the body. Turquoise is believed to help neutralise over acidity, increase growth and muscular strength, and alleviate gout, stomach problems, viral infections, rheumatism. Turquoise also is believed to be an anti-inflammatory that also helps to enhance communication skills, and calms the mind and body.

Too much turquoise can cause one to become over analytical, fussy, and egocentric, allowing one to let logic guide decision-making. Too little turquoise can cause one to become secretive, closed off, confused, sneaky, and even paranoid.

Additional words that represent different shades, tints, and values of the colour turquoise: teal, ultramarine, blue-green, aqua, aquamarine.

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Autumn colours

Autumn colours for those of you living in the Northern Hemisphere, are the first sign of autumn have already started. The afternoon light has moved to more golden tones, the air is chillier, and branches are tinged with new hues and spiders webs. This is the season full of colour, apples, conkers, and a carpet of crunchy leaves.

As the temperature falls, enjoy the warmth of the autumn colours with our guide to Britain’s spectacular woodlands, arboretums and waterways.

The images here are inspired by the colour palette of autumn.


Why do leaves change colour and fall in Autumn?

colour of autumn

colour of autumn

colour of autumn

colour of autumn

colour of autumn

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