Posted: Nov 16, 2009
In: Branding, Spotify
I have been using the Spotify music streaming service more or less since it launched a year ago. Not only is it a great tool for discovering new music and getting reacquainted with old favourites, it has also been interesting to follow Spotify’s progress from a business point of view.
Working full time with the web, and being in the process of developing a standalone online business myself, keeping an eye on emerging trends for adding value and monetisation is a big preoccupation for me. Read the rest of this entry »
Posted: Sep 30, 2009
In: Branding
There is no problem with branding… except when you’re trying to discuss its importance with a client who thinks it’s just ‘smoke and mirrors’ – to be approached with caution and suspicion. So many of the smaller SME’s I have worked with think branding starts and ends with slapping on their logo, and that everything beyond is purely an excuse to add more to the bill. Read the rest of this entry »
Posted: Sep 30, 2009
In: Branding
What is Branding?
Branding is what people think of when they hear the name of your company or product. It helps to establish what your company stands for and influences the thought process in the mind of your audience, creating a value beyond tangible assets. Read the rest of this entry »
Posted: Sep 30, 2009
In: Branding
#1. Inconsistent Corporate Identity
This could also be headed “Sloppy Presentation”. So many companies fail to consider the impression they make when their marketing materials are inconsistent in message and/or design. I’ve worked with clients who have thought nothing of arbitrarily changing logo colours and fonts, or even mixing the logo mark with a different name.
Other misdemeanors include the use of random, poor quality images to visually represent the company, and copy that varies in tone, is badly written, and contains mistakes. All of this is just confusing, and ultimately damaging to the company.
You should be aiming to imprint your brand on your target market. To do this you need to use the same name, logo and strapline across your stationery, website and print collateral. Your core proposition needs to be understood within the company too, so that every contact between you and your customers – and that includes how the phone gets answered – looks and sounds the same.
A set of brand guidelines and templates is a simple and effective solution to inconsistency {provided they get used}. When amateurs have had a hand in the logo creation, this is another asset that is usually missing…. Read the rest of this entry »
