The Power Of Colour

Feb 19, 2016 | Branding

By Holly Webster, Creative Manager – Blabbermouth According to research complied by WebPageFX, people make a subconscious judgement about a product in less than 90 seconds of viewing, and a majority of these people base that assessment on colour alone. In fact, 80% of people believe colour increases brand recognition. Now, we all know there’s more to a brand that the logo alone, however, the identity you assign yourself might be the first visual representation that a customer sees and therefore associates with your company. First impressions count and with certain colours potentially increasing the effectiveness of your branding methods, it’s vital to give some consideration to colour in your branding. The choice of brand colours might have more bearing on your customers’ perception than you think. Our minds are really responsive to visual stimulation with colour playing a big part of what makes up a visual. We have been programmed to perceived colours in certain ways. Take a look at the array of famous brands below. The golden yellow of McDonalds is synonymous with encouraging an appetite and friendliness and recognised globally. On a top level, bright and bold colours are attention-grabbing where as muted tones convey a more serious feel. However, society also has a deeper perception on the meanings behind colours which is further explained below: Red: passion, energy, danger, aggression, warmth, appetite stimulant Orange: innovation, modern thinking, youth, fun, affordability and approachable Yellow: sunny, warm, friendly, appetite stimulant Green: natural, ethical, growth, freshness Blue: professionalism, serious mindedness, integrity, sincerity, calm, authority, success Purple: royalty, luxury, wisdom, dignity, wealth, creativity Black: power, sophistication White: purity, cleanliness,...

The Importance of Keeping Your Brand Current

Jan 19, 2016 | Branding

By Holly Webster, Creative Manager – Blabbermouth There are many reasons to re-brand; to keep up with the competition, to adjust to a change in the industry, to reflect the expansion of your products or services, to appeal to a new audience, or perhaps most importantly – to keep your brand current and acknowledge your evolution as a business. The experts say you should refresh your brand every few years. The key is to attract new clientele whilst ensuring you don’t alienate your existing customers. Whilst the company ethos and offering may stand the test of time, it’s important to keep in mind that, just like a pair of jeans or the latest device, design, web and marketing trends have about the same shelf life. This means it’s important to keep your company on trend. Glemnet Telecommunications is a good example of a client that was in need of a brand make-over. Taking their established identity and colour palette, we were challenged with not only updating the visual side of the brand but also to refresh the tone and presentation of the overall company into a modern and exciting business. This was implemented by first assessing the core products that were on offer and then condensing them to create a succinct list. This was further illustrated with a fashionable set of icons. The icons where then coupled with consistent branding across all printed collateral ensuring the product offering was consistently promoted and revised, updated messaging was included throughout. We also then reflected the new and improved branding throughout the company office through the media of wall vinyls. This not...

What Makes Your Brand Influential?

Dec 2, 2015 | Branding

By Elvire Gosnold, Director – Blabbermouth Earlier this week, the Guardian reported that Microsoft was revealed the UK’s most influential brand, which got me thinking… what makes a brand influential? They tend to be companies that inspire, inform and motivate their audience. With the Internet being already saturated with content, becoming an influential brand is a great challenge for many companies. Often a brand will influence the way we live through technology, with many brands seen to be trendsetters and innovative. Compare the Market is a key example of a brand which has taken insurance to a whole nother level! The meerkats have become a brand in their own right, which encourages audience engagement all-year-round as opposed to just once a year when a policy is up for renewal. Brands, such as Compare the Market, impact the way we behave, shop and think, and here’s how: Understanding the target audience – marketing campaigns are tailored, relevant and specific to a particular audience, which is key to ensuring maximum engagement. Being online and social – staying active online and interactive on social media is a fantastic way to increase influence on the internet. Even Aleksandr Orlov the meerkat has a Twitter account! Being unique – getting the brand noticed and shared helps build a brand story. Providing relevant content – by producing content that your audience wants to see or by offering a solution to a problem is an essential way of increasing an online influence. Your brand is such a valuable part of running a business. We regularly run Brand Workshops here to help companies understand what their brand...

What Exactly Is Marketing?

May 20, 2015 | Branding

By Elvire Gosnold, Director – Blabbermouth What exactly is marketing? Some might say marketing is ‘making things look pretty’. I disagree. Marketing is about making things desirable. I would image that most of us eat potatoes but why don’t we all buy the ‘value’ ones? I was a victim of the marketing game last week. I bought ‘National Trust’ potatoes at a far higher price than the value ones. Why did I do that? Do I really think eating an expensive potato will get me closer to living in a stately home with perfectly manicured gardens? Aspirational potatoes, that is fantastic – and I of all people fell for it. Although I must add they tasted good! My superior potato experience got me thinking that it was the great content marketing that the National Trust do that made me so engaged with their brand. Traditional marketing is about how to sell a product or service. The message to buy product X is blunt. Think of a TV advert or a press release. The difference with content marketing is that it is not about direct selling it is about informing people about how they can use the product or benefit from a service in a way that the user will perceive the product as desirable. This makes brand value far greater as consumers are engaged with the brand rather than the product which makes up-sell and cross-sell opportunities more realistic. A few examples of content channels are; social networking, blogs, webinars and infographics so content should avoid self-promotion. Content should solve a problem, address a challenge your audience faces, educate...

Brand Messaging With Meaning

Dec 12, 2014 | Branding

By Elvire Gosnold, Director – Blabbermouth What is your key corporate messaging? If it is ‘Great Customer Service’ you need to put some serious time aside to revisit this. The key is to focus on your USP (Unique Selling Point) as a business entity, not the products you provide. If you spend your energy and marketing budget on a product focussed message, chances are your competitors offer more or less the same product and then you are going to be judged purely on price. If you strengthen your brand messaging by proving your USP is genuine and not just marketing fluff then your brand will engage existing clients encouraging them up-sell and cross-sell. USP messaging will also reinforce a positive brand perception with your prospect base. Remember consistency is key here. The message must be the same across all sectors of your business. A strong simple message is a good place to start, simplicity is key as not only do you have limited time to shout your message but your audience my vary depending on what vertical you are targeting. Choosing your message is harder than it sounds as it needs to stand the test of time if you are going to invest in promoting and reinforcing the message. What happens if you become acquisitive and broaden your product offering overnight? A product focussed message would instantly be inaccurate. Highlight why you are better and focus on those points with enthusiasm and with true examples. ‘A friendly service’ has been said a million times and is therefore ignored as a reason for client engagement. ‘A friendly service because of...

Rise in B2B Online Communication

Nov 28, 2014 | Branding

By Elvire Gosnold, Director – Blabbermouth I am finding that an increasing number of B2B clients are beginning to embrace online marketing and coming around to the idea that social media, video etc. are not solely for end-user B2C target audiences. There are several reasons for this. The obvious one being that society as a whole is more confident in engaging with the web and has used social media in personal lives for some time now. Websites are becoming easier for staff to update themselves and so web management is now a less daunting task for office staff. More interestingly though is because the overall priorities of a business are shifting. Companies in the channel are feeling more confident in their ability to increase their market share but understand that this may now have to be achieved through different means. Whilst customer relationships are still high on the agenda for business development and brand strengthening should always remain a priority, we are beginning to see other creative ideas being embraced. Thought leadership in a more innovative path to improving brand value and we are seeing more and more telecoms companies approaching us for support. Now, it is not just a case of having your brand recognised, it is about your brand being meaningful. Thought leadership raises brand awareness in an extremely positive manner and adopting online marketing to achieve this means that positioning yourself as a knowledge base can be realised on a smaller budget. With the fast pace of technology, B2B clients are looking increasingly to their providers to support them and guide them through the requirements of...