What to do with your business before the end of the year?

Christmas is here!!!

OMG! Can you believe we are already in DECEMBER 😱😱😱? Yes, we certainly can and know you are looking forward to the Christmas break as much as we are.

So first things first. Is your outfit ready for all the festivities??? Are you going for some bling bling or you got some new bathers and thongs?

Now, let’s be serious for a moment and tackle what to do with your business before the end of the year.

Have you prepared your pre-holidays communications? Christmas cards, holiday promotions, info on closing hours, last EDM of the year?? …. If not, you are cutting it very short. We love risk takers, but believe us, it could be much less stressful if we don’t wait till the last minute.

So, take a few hours, and prepare the essentials. Here are some ideas:

  • Out of the office automated email
  • Christmas cards for clients and staff
  • Last newsletter of the year
  • Merry Christmas and Happy new year social posts
  • Holiday promotions
  • Email for customers to remind them about closing times
  • Info pop-up on your website about the holiday hours
  • Special holiday hours on your Google my business
  • Organising secret santa or it’s naughty version “stealing santa” with the crew

Pick as many as you want, but do them straight away, or they will never come to life. Brownie points: schedule them and start getting into the holiday mood.

On Track?

Now, it’s time to make sure that we are on track!

We know, we know, holidays are around the corner and the last thing we want to do is think hard about our business, but why not make it fun? 

Go to your ocean, take off your shoes, pour yourself a nice glass of wine (or whatever rocks your boat) and a tasty platter of cheese and crackers (everybody likes that, right?). Let your mind flow!

We recommend some pen and paper, or your preferred digital way to dream and plan. You will want to review these notes. What a waste of time having all those huge thoughts and letting the wind take them away. 

Start with an audit 

How was this year for you and your business? Take a walk down memory lane towards the beginning of the year, when you were having a nice glass of bubbles and celebrating baby 2023 with your loved ones. Sure there were big plans in your head for the year ahead. So let’s see how it went, shall we?. Ask yourself some of these questions:

  • What went well?
  • What didn’t?
  • Did I have a purpose?
  • Did I act according to that purpose?
  • Is my business fulfilling its mission?
  • Are my vision, mission and values still relevant and at the forefront of everything I do?
  • Is my brand still relevant? Does it represent my business?
  • Did I communicate with my audience?
  • Did I know who I was talking to?
  • Did I have a clear destination in mind?
  • Is my vision of grandeur scary enough? And am I going for it?
  • Did I exceed my goals?
  • Did I fall short?
  • Did I follow a plan?
  • Am I getting closer to my big hairy audacious goal?

If you have some (or many) no’s, then ask yourself “Is my heart still in this?”. It’s time to “stop the water” (instead of letting yourself go) and reconnect with YOUR VISION.

It’s time to think big!

Look, life is too short to simply wander

Feeling fulfilled, happy and pumped for the things to come is the heartbeat of life. We dedicate such a big chunk of our existence to work, that we better make something that makes a true impact, don’t you agree?

Think limitless, dive deep into your wildest dreams and desires and commit to your biggest hairy audacious goal yet. 

Now, let’s roll our sleeves and start strategizing how to reach it. Have a think about these:

Think FUTURE:

  • Why am I on the earth for?
  • Why is my business operating?
  • How can I make the biggest impact?
  • Who do I dream to work with?
  • If I (and my business) could only do one more project, what would that be?

We really like the concept of building today the body of work you want in five years, like the ultimate portfolio to get the most inspiring, thrilling and fulfilling job of your life.

Think that the person you admire the most in the world would love to work with and has created a super duper personalised project that fits every single bit of your being.

Think of the awesome work you have done that you would love to show, but also think of that work that you have never done but would love to do. That work that that person would be blown away with (and therefore bring you onboard to reach new heights together). Exciting? 

We know this concept is easy to understand for visual disciplines (i.e photography, painting, design, architecture…), but it can apply to anything. Maybe it means getting a particular education or certificate, maybe growing to a certain level before being able to reach that person, or winning an award or creating a whole new profession that combines more than one discipline that traditionally don’t go together. It could be anything. 

What could you build to get the opportunity of doing what you really really want to do next.

Now, think step by step:

  • What does my best year look like?
  • What can I do next year to get closer to my dream project?
  • What do I want to achieve this year?
  • What do I need to let go off?
  • Who do I need to become to achieve this? (Think about the people that are where you want to be and what are their attributes and behaviours)
  • Who is already there and how can I meet them?
  • Who do I need to bring into my life and business to achieve my vision?
  • What are my goals?
  • What are the milestones in between?
  • What do I want to do differently?
  • Where can I improve next year?
  • What are my vision, mission and values?
  • Who are my true competitors at this moment?
  • Who is my audience?
  • What is my key message?
  • What are the strategies that I want to focus on?

End of the year cheer

After all that hard (but fulfilling) work, it’s time to embrace the holiday vibe and start the celebrations with the people that make your business run. Clients, team, and all of the awesome cheerleaders that brighten our days along the year (this is an incredible community and we all have raving fans that support us along the way).

Party with your crew! They are key to your success, what would we do without them?

It’s not only about the work they do, it’s about the care (and the support that cannot be paid), the endless fun, the enrichment that each of them bring to everybody else's ideas, the commitment to make an impact and help you reach your vision… They are the family members that want to see you succeed. Party a lot! 

Celebrate with your loved ones. Your partner, your family, your best friends, they are the ones rooting for you. Sometimes listening, others making things easier for you, others simply talking about you behind your back (and telling everyone how awesome you are). Do something special for them. Don’t make it about Christmas, but rather about their awesome contribution to your life and your business.

Thank your customers. Whether you have 1or 1000, tell them how much you appreciate them. It can be the Christmas card that we were talking about, a gift, taking them for lunch… let them know how much you value them and the impact that they have had in your business.

Think of that person that you absolutely love to work with. The one that pushes you to the extreme, but values you as if they had won the lottery when they met you. Or the one that makes your life so easy by being organised, giving you the time and notice you need, providing the best feedback… Of course, for anyone else, be as personal as you possibly can, but for these guys… you need to hit bullseye. Think about all you know about them as people (not business relationship) or stalk them to find out something that will make them truly smile. It can be as simple as a jar of pistachio butter 🤪 or as fancy as a luxury seafood cruise, that is up to you of course, but please please please: Make it personal.

Get ahead of the curve

Last, but definitely not least you can make one last bit of effort to guarantee next year's success.

Start creating momentum now! 

Here are some ideas:

  • Forget about “tomorrow I’ll start going to the gym”, “on Monday I will call this person” and “next year I am going to be much more organised”. It is always so hard to start something from scratch, so why not do teeny tiny things to start generating energy?
  • Is there a goal that you have been neglecting and is starting to look stale? Maybe a little mouldy? Get rid of it, cross it off your list.
  • On that note, read through your to-do list and find something that you have been putting off for ages and just do it! Or delete it forever.
  • Make a vision board
  • Clean up your desktop or back up your phone.
  • Look at the tasks that cause you to waste most of your time and try to get rid of 20% of them, or do that one thing that would make them go 10 times faster.
  • Check if you have any double ups (i.e. two linkedin profiles, several working devices, multiple notebooks) and focus on getting rid of what you don’t need or creating very clearly defined zones for each.
  • Create or update your weekly planning routine. Do something to make it a habit, like getting an alarm clock (not your phone) that sits on top of your journal or ipad or whatever planning tool you use and set the alarm for your best thinking time everyday.

Feeling extra motivated and pumped to have your best year yet? Take real action!

Start planning the year

  • What are the steps you need to take to reach your goals? Write them down.
  • What are you going to be talking about? Create a communication strategy and plan your marketing initiatives. Start with the obvious (Valentines, Easter, EOFY, winter, Mother and Father’s day, black friday, Christmas… they are going to happen, so put them in the calendar) and then decide on “what is going to happen when nothing is happening?” (are you launching a book in November, rebranding in August, delivering training in march, delivering a leader's retreat in september?) Put it in the calendar and make it happen.
  • Create new assets for your business. A new Facebook banner, refreshed headshots of the team, a video talking about how amazing this year is going to be and how pumped you are about it. People love new things and excitement so do some excitement-prepping (like meal prepping but for your business).
  • Plan and schedule as much as you can.

And now…. Grab your favourite cocktail and go sit by the ocean. You have definitely earned it.

We hope you have enjoyed this light reading 🤣🤣🤣 and you pick up some ideas and motivation. We definitely are super excited to get ready for 2024. 

How Geometry Shapes Our Perception of Brands: A Look at the Power of Shapes and Lines in Advertising

Have you ever noticed how certain shapes and lines in logos can instantly trigger an emotion or memory? The use of geometry in branding isn't just about aesthetics - it's a powerful tool that can shape our perception and influence our purchasing decisions. In this blog post, we'll explore the science behind why certain shapes appeal to us more than others, and examine some iconic examples of brands that have leveraged geometric design to create lasting impressions on consumers. Get ready to discover how geometry plays a crucial role in the world of advertising!

The Power of Shapes and Lines in Advertising

Advertising is all around us, and it shapes our perception of the world in a variety of ways. One of the most important ways that advertising affects our perception is through the use of shapes and lines. The power of shapes and lines in advertising is undeniable, and it is something that every advertiser should be aware of.

Shapes and lines can be used to create a variety of different effects in an advertisement. They can be used to create a sense of movement, to draw the eye to a particular element, or to create a feeling of harmony or discord. Advertisers often use shapes and lines to convey a message about their brand, and this can have a big impact on how we perceive that brand.

The power of shapes and lines in advertising is something that should not be underestimated. If you are creating an advertisement, take some time to think about how you can use these elements to your advantage. You may just find that they have a big impact on how your audience perceives your brand.

How Geometry Impacts Brand Perception

Geometry is often used to convey messages in advertising, whether it’s the perfect symmetry of a product, or the use of clean lines to signal quality. But what does geometry really say about a brand?

A recent study by psychologists at the University of York explored how different shapes and lines can impact our perception of brands. The study found that sharp, angular shapes are associated with feelings of anger and aggression, while rounded shapes are seen as more trustworthy.

This research has implications for how brands choose to present themselves visually. Sharp, angular shapes may make a brand seem more modern and cutting-edge, but they could also turn off potential customers who perceive them as aggressive. Rounded shapes, on the other hand, convey a sense of trustworthiness and approachability.

So if you want your brand to be perceived as friendly and reliable, consider using more rounded shapes in your visuals. But if you’re going for an edgy, youthful look, then sharp angles could be just what you need. Ultimately, it’s up to you to decide what kind of message you want your brand to send, but now you know that geometry can play a role in shaping that message.

Different Types of Geometric Shapes and Their Impact on Branding

There are different types of geometric shapes, and each one has a different impact on branding. For example, circles are often used to represent the sun or the moon, and they are also associated with femininity, unity, community, friendship, and stability. Squares are typically seen as masculine and represent strength, efficiency, professionalism, and practicality. while triangles are often seen as aggressive, power, law, and science.

Lines can also have a big impact on branding. Horizontal lines tend to be more calming, while vertical lines can be seen as more energetic. Diagonal lines can convey movement and action.

The way that geometric shapes and lines are used in advertising can have a big impact on how consumers perceive a brand. Brands that want to appear friendly and approachable may use more circular shapes, while brands that want to appear strong and powerful may use more squares and triangles. Lines can also be used to create the illusion of movement or to make a static image appear more dynamic.

Examples of Companies Who Use Geometric Shapes in Ads and Branding

There are countless examples of companies that use geometric shapes in ads and branding. Geometric shapes are heavily used by some of the world's most famous and recognizable brands to convey their message and create an iconic look.

The Nike swoosh, for example, is one of the most famous logos in the world. It is a simple yet powerful design that uses a single line to create a strong and recognizable mark that represents movement. The company has built its entire brand around this simple logo, which has become one of the most instantly recognizable symbols in the world.

Another great example of a company using geometry in their branding is Apple. From their iconic logo to the clean lines of their product designs, Apple has long been known for their use of simple yet effective geometric shapes. Their products are some of the most popular and desirable in the world, and their use of geometry plays a big role in that success.

These are just a few examples of how geometry can be used to create strong and memorable brands. There are endless possibilities for what you can do with shapes and lines, so get creative and see what you can come up with! 

There's no doubt that geometric shapes play a role in how we perceive brands. From the basic shapes of circles and squares to more complex shapes like triangles and hexagons, these simple forms can have a big impact on how we see a brand.

While some shapes are more associated with certain concepts than others (think of the circle as being synonymous with "perfection" or the square as being representative of "stability"), there are no hard and fast rules when it comes to incorporating geometry into your branding. The most important thing is to use shapes in a way that reinforces the message you want to communicate about your brand.

Here are a few creative ways to incorporate geometric shapes into your branding:

  • Use different shaped elements to create visual interest in your logo or other design elements.
  • Use geometric patterns in your marketing materials or website design.
  • Incorporate geometric shapes into product packaging or point-of-purchase displays.
  • Create ads or promotional materials that feature eye-catching geometric graphics or illustrations.
  • Use geometric shapes to add an element of fun or playfulness to your brand identity.
Unlock the Power of Geometry to Shape Your Brand Perception

As consumers, we are constantly bombarded with advertising messages. In order to cut through the clutter, brands need to find ways to stand out and be memorable. One way to do this is through the use of geometry.

Shapes and lines can be used in advertising to create visual interest, contrast, and even convey a brand's personality. When used effectively, geometry can help shape consumer perceptions of a brand in a positive way.

So, if you want your brand to make a lasting impression, consider using the power of geometry to shape your brand perception.

What is a BTP approach?

People always talk about the differences between B2B (Business to Business) and B2C (Business to Customer) in terms of strategy and communication since the target audiences of each one are very different.

Usually, B2B marketing decisions are driven by rationality, while marketing strategists for B2C companies make more emotional appeals. 

However, according to a study by PwC, at least 80% of B2B customers expect a B2B experience that is as good or better than B2C, demonstrating the high expectations that customers have for their business interactions. Additionally, 86% of buyers are willing to pay more for a great customer experience.

What does this mean? Behind every worker, there is a person. And here is when the idea of B2P (Business to People) comes to the table, applying for both business models and changing the focus on the approach from Customers or Business to People.  

Here we explore the concept of being human-centric, examining its significance, practical implementation, and offering notable examples of renowned brands that have adopted this approach.

What is Human-Centric?

The creation of the human-centric concept dates back to the 1960s when design theorist Don Norman made a massive contribution to the transformation of design theory by reforming participatory design into what became known as User-Centered Design. This concept was initially applied to design and has evolved over the years.

Today, as IDEO explains, "human-centered design is a creative approach to problem-solving. It's a process that starts with the people you're designing for and ends with new solutions that are tailor-made to suit their needs."

This concept and now been embraced across marketing and communication strategies.

Human-centric marketing is about placing humans rather than customers at the center of your marketing campaign. It involves understanding their perspective, language, values, beliefs, goals, needs, and challenges, and tailoring your marketing accordingly.

How to apply the human-centric concept to marketing?

  1. Observation

Conduct deep research and analysis of the target audience. Gain in-depth knowledge of the audience, understand their needs, and identify their pain points.

  1. Ideation 

Conduct deep research and analysis of the target audience. Gain in-depth knowledge of the audience, understand their needs, and identify their pain points.

  1. Testing

Before launching a campaign or message, it is crucial to test the idea to ensure its appeal to the target audience. Collect feedback, conduct focus groups, or run small-scale pilot tests to gauge the response. Additionally, after implementation, analyze the results objectively and learn from them. It is important to avoid manipulating or adjusting results to showcase success. Instead, focus on being honest and genuine, using the results as valuable insights to improve and refine your marketing strategy.

By following these steps, businesses can create marketing campaigns that genuinely connect with their audience, address their needs, and provide tailored solutions. The human-centric approach ensures that marketing efforts are authentic, effective, and continuously optimized based on customer feedback and insights.

Brands that have applied the human-centric approach:

Airbnb recognized that people crave authentic experiences and a sense of belonging, which is more valuable to them than standardized amenities. By prioritizing human connections and fostering unique and immersive travel experiences, Airbnb has revolutionized the industry. Their focus on belonging has allowed them to create a global community of travelers seeking genuine connections and memorable adventures. Ultimately, Airbnb's success lies in understanding the power of human-centric hospitality and redefining the way people travel by offering a platform that goes beyond traditional accommodations.

HubSpot is a leading provider of inbound marketing and sales software. They have embraced a human-centric communication strategy by putting the needs of their customers first. HubSpot's content and messaging focus on providing valuable insights, educational resources, and personalized support to help businesses succeed. They prioritize building relationships and trust with their customers by delivering relevant and helpful content that addresses their specific challenges.

The importance of humanizing the business

In conclusion, humanizing the business is of utmost importance in today's competitive market. By placing humans at the center of your marketing efforts, understanding their needs, and creating authentic connections, you can build strong and long-lasting relationships with customers. Human-centric strategies not only enhance the customer experience but also contribute to brand loyalty, customer satisfaction, and ultimately, business success.

And whenever you feel a bit lost on what to do, remember you can always reach Your Brand Crew to design your strategy and put people first.

Headshots vs business portraits

Today is the day that we are going to cross that blurry line. Is it a portrait, or is it a headshot? Which one do I need, and why do I even need one?

Let’s start from the beginning, shall we? Is a portrait the same thing as a headshot? Well… yes and no. I mean, a headshot is a very specific type of portrait, but a portrait is usually not a headshot. 

Clear? Probably not; the nuances are subtle, so let’s see if we can paint you a better picture. 

Portrait v.s. Headshot

When someone talks about headshots, in their mind they are usually picturing a professional photo that will be used to represent them in their working environment. Therefore, a headshot is usually a very clear and simple image of a professional, on a white or black background (mostly) without any context of environment. It is a bit like a passport photo, where you can clearly identify the person, but usually you wouldn’t get much information about their personality, character, values, etc…

Most of the time, a headshot is, as its name suggests, a close up of the head of the person (usually including the shoulders) looking straight to the camera in a fairly neutral environment. It can show a bit of personality, and that is what we work towards in our headshot sessions, but the main purpose is for people to be able to identify you. It is like your presentation card.

Contrastingly, a portrait is an artistic representation of the person and gives the viewer an insight into the individual being photographed. A portrait, or series of portraits, are meant to tell us your story. They give us a peek into your personality, your values, what you care about, and they transmit a feeling of who the person behind the lens really is.

A specific environment will help tell that story, but a great portrait can also have a plain background, because that “feeling of who the person is” comes to life and captures your personality. The expressions, the moment, the lighting, the angles, the poses, they all shape the image to evoke that feeling.

If you are wondering how that “feeling” is evoked, take into account the vast research about how much of our communication is nonverbal. Albert Mehrabian, a researcher of body language, was the first to break down the components of a face-to-face conversation. He found that communication is 55% nonverbal, 38% vocal, and 7% words only. With this in mind, and knowing that a photograph doesn’t speak (yet!), we can see that the person and the photographer can communicate a great deal of information in a simple still image.

A portrait doesn’t necessarily have to be a close up of the face. Think about the damaged hands of a factory worker, the worn boots of a hiker, the crisp silhouette of the business man looking at the cityscape through the window… They all tell us a story about the person.

Therefore, the subject doesn’t have to look straight into the camera (and thus the viewer). This means that the spectator could have an even better understanding of who that person is by getting a glimpse into their real life (a bit like spying into their lives). Showing the person in their element allows the viewer to get to know them better.

All of this comes to say that the rules are much more bendable when talking about portraits in comparison to headshots. 

So having said that, why would you want a portrait or a headshot?

You may have heard that “people don’t buy what you sell, but they buy YOU”. You may have also heard that “people don’t buy what you do, but WHY you do it”.

Many times your portrait or headshot is the first visual representation that a potential client has of you. Needless to say that whichever one you choose, it should be of a high quality and represent who you are. However, a portrait will certainly allow you to connect faster and more naturally with your audience. Assuming that you know who your audience is, and how your unique personality relates to their wants, needs, desires, etc… that “feeling” evoked by your portrait will subconsciously attract the right audience.

Let’s say that a professional headshot is your bare minimum to have a good image in your marketplace. It is necessary for every employee that has contact with the business community and desirable for every company that wants their customers to inherently trust them.

If your brand is you, i.e., you are the business (sole trader) or people “buy from your business” because of you, a great portrait or series of portraits will become your best ally. We live in a world divided into real and virtual lives. Whether we want it or not, people spend a great deal of time online, especially when they are looking to buy or hire a service. Even if most of your business comes from recommendations, your potential clients will look you up online. Which means, your portraits will be doing the talking for you and facilitating a warm introduction with your potential clients.

So, should you get your portraits done?

I bet you can “hear” a bit of my excitement in my words and notice how biased I am. That is because as business owners, we know the importance of personality (after all, we spend a great deal of time with clients, we don’t want to be a transactional business, and we want our audience to have FUN with us), hence why we take the time (that we never seem to have) to create those portraits of our team

Selfishly, we love being able to discover and capture the personality of the people that we photograph. We know that we can help your target audience have a “feeling of who you are” and that is truly exciting.

So. YES, you should have your portrait taken, or as a bare minimum a great up-to-date headshot that will accurately represent you within your profession. Ask yourself, is my profile picture a representation of me? And more importantly, is it helping me connect with my ideal customer?

Leave us a comment to keep the conversation going, we’d love to hear your opinion.

Introduction to Colour Theory in Advertising

The theory of colour is a way of thinking about and understanding colour. According to this theory, colours have different meanings depending on how they are used. Colour psychology is the study of how colours affect people's moods, emotions and behaviour. In advertising, it can be used to create an emotional response in consumers by appealing to their subconscious desires or fears.
Colour theory helps us understand why some colours work well together while others don't work at all! Let's take a look at some basic principles:

Colour Theory Basics

Colour theory is a complex subject, but it's important to understand the basics if you want to create an effective colour palette for your next advertising campaign.

It all starts with the mighty Colour Wheel. She is composed of:

  • The primary colours are red, yellow and blue. They're called primary because they cannot be created by mixing other colours together (except black).
  • The secondary colours are green, orange and purple - they're created by mixing two primaries together in equal amounts.
  • Tertiary Colours are made up of one primary plus one secondary colour (e.g., red-orange or blue-green).

These colours can be combined in several ways depending on what is the intention of your communications.

The Five Colour combinations

  • Complementary
    A complementary colour palette uses the complementary colour, which is the hue on the exact other side of the colour wheel from the base colour. The complementary colour is simply used as an accent; the base colour is the main and dominating colour. There is always a creation of one warm and one cold colour.
  • Monochromatic
    A monochromatic colour scheme is one that is made up of different shades of the same colour. A monochromatic colour scheme can be created with any colour. For example, adding white to red produces pink; adding black to red produces maroon; and so on. You may then go with a monochromatic colour scheme of pink, crimson, and maroon.
  • Analogous
    Analogous colours indicate that the colour grouping is similar. These colour scheme categories are very similar to one another. These are some examples of similar colour schemes: Green, yellow-green, and yellow-green. Violet, red-violet, and red are the colours used.
  • Triadic
    The Triadic colour scheme consists of three colours that are evenly distributed over the colour wheel. Triadic colours have hues in the same colour family that are evenly spaced but not immediately across from one another. Red-orange-yellow, blue-green-violet, and red-green-blue are the most prevalent triadic hues.
  • Tetradic
    In a Tetradic colour harmony, we use four colours that are made up of two sets of complementary colours. For instance, purple and blue green, as well as yellow green and red. On the colour wheel, these colours create a rectangle.

Colour Psychology

Colour is a powerful tool in advertising. It can help you create a positive association with your brand, product or service.
Colour has been shown to have an impact on human emotion and mood, so it's important for advertisers to understand how colours are perceived by consumers and what that means for their marketing strategy. By knowing how colours impact our emotions, we have the tools to be intentional in our visual communications.
Colours have different associations and meanings depending on culture and context; however there are some universally recognised colour meanings that can be used effectively in advertising campaigns.

Using Colour Theory in Advertising

Colour theory is an important part of branding and marketing. The right colours can help you create a brand identity, develop an appropriate colour palette and use contrast to draw attention.
The first step in using colour theory effectively is creating a strong brand identity that stands out from the competition. By choosing colours that reflect your company's values, you can portray yourself as unique while still being recognisable by consumers.

After developing your overall colour scheme, you'll want to make sure each product has its own palette of hues that complement each other but also stand out when displayed together on shelves or websites. This will help ensure customers find what they're looking for quickly without having to search through multiple options before finding what they want!

Finally - don't forget about contrast! Without contrast between elements within an advertisement (such as text vs background), nothing stands out enough for people who aren't paying close attention; however when used correctly - contrast makes everything pop off page/screen so viewers notice exactly how awesome your business really is!"

Choosing the Right Colours for Your Brand

Choosing the right colours for your brand is a crucial step in creating an effective advertising campaign. The right colour choices can help you communicate with your audience, build trust and establish authority.

Choosing Colours that Resonate with Your Audience

When choosing colours for your brand, it's important to take into account who you're trying to reach. If you're targeting young adults or people from a specific demographic group (for example: women), consider their preferences when deciding on which hues will be most effective in communicating with them. You may also want to consider whether there are any cultural associations related to certain colours in this group's culture or region of origin; if so, those should be taken into account as well!

Common Colour Mistakes to Avoid

Beware of these common mistakes when you are making a decision about colour.

  • Choosing too many colours.
  • Using low-contrast colours.
  • Not considering the context.

Best Practices for Colour Theory in Advertising

These best practices will support the strength of your message and amplify the impact of your brand.

  • Creating a focal point
  • Using visual hierarchy
  • Using text and image contrast

Why Is Choosing Your Colours Intentionally for Your Ads So Important

When choosing colours for your ads, it's important to consider what kind of brand personality you want to come across. Are you a fun and friendly company? Or are you more serious and professional? This will help determine which colours will work best for your ad campaign.

For example, if we look at the two brands above (Sprint and Target), both have very different personalities: Sprint is much more playful than Target. This can be seen in their use of bright colours like reds, blues, greens and yellows as well as their quirky fonts/textures throughout their advertisements. 

On the other hand Target uses more muted tones such as blacks/greys along with simple text layouts which give off an air of sophistication rather than playfulness like Sprint does with theirs! 

So when deciding on colour schemes remember that these elements are important because they affect how consumers perceive what kind of product they're buying into; whether it's something fun or serious depends entirely upon how well those choices reflect back onto themselves through advertising campaigns."

Conclusion

To summarise, colour theory is a great way to get started with advertising. It can be used to create an emotional response from your audience, which will help you sell your product or service.
Remember these useful tips for using colour theory in advertising:

  • Use complementary colours that are opposite to each other on the colour wheel (e.g., red and green). These colours are known as "complementary" because they enhance each other when paired together. This is good if you want something bold and eye-catching!
  • Use contrasting colours that have different hues but share similar tones (e.g., blue and orange). These pairs work well together because they contrast each other without being too jarring or distracting from one another--they still look good!
  • Always use your colours intentionally to convey the feelings and emotions you want to convey.

How to define your brand purpose

In today's world, consumers are more conscious than ever about the impact of their purchasing decisions. They want to engage with brands that are committed to making a positive impact on the world, and this paradigm shift has transformed the way companies are approaching marketing. 

As Simon Sinek famously said at his Ted Talk, "People don’t buy what you do; they buy why you do it”. Almost all companies know clearly “what” they do, most know how they do it, but very few know “why”. The most beloved and successful brands are those that invest effort into developing a clear purpose and genuine commitment to meaningful causes. 

This article will explore how to define the purpose of your company, the very importance of having one, and step by step process to develop a clear and compelling purpose that resonates with your customers. 

What is the purpose of a company

A company's purpose is the underlying reason for its existence, transcending mere profitability. It embodies a deeper belief that inspires others to take action. Uncovering this purpose can be a challenging process, both for individuals and organizations. However, when a company aligns its beliefs with those of its audience, the resulting connection becomes immensely powerful. 

Humans possess an innate desire to be part of something greater than themselves, and finding a brand that shares their beliefs provides an opportunity to support a cause that may otherwise be difficult to champion alone.

The importance of building brands with purpose

A global study done by Zeno shows that 94% of consumers think it is important that the companies they engage with have a strong purpose, and 83% said companies should only earn a profit if they also deliver a positive impact.  

In combination with consumer's desire to engage with companies with a strong purpose they are also becoming skeptical about brand authenticity. Because of this it’s extremely important to be coherent and consistent and have a real commitment to your company's cause. Also the leadership of the company sets a compelling example and demonstrates substance, aligning their actions with this belief.

4 Steps to define your brands purpose 

  1. Start by asking some questions such as:  Who are we helping? What are we helping them with? Is there something in the community, industry, town that requires support? Does our audience feel this too? What could be the common denominator?
  1. Once you define the cause that you have in common with your audience, think what kind of actions you could do to impact in a positive way around this cause. 
  1. Elaborate a sentence that describes this purpose, share it internally in the company to make everyone part of this purpose. 
  1. Plan, implement and measure these actions in order to support this cause. 

Examples of purpose-driven brands

Patagonia, a renowned outdoor clothing company, is committed to environmental conservation. Their purpose is to "use business to inspire and implement solutions to the environmental crisis." They have taken various actions to support this cause, such as donating their profits toward environmental organizations, launching sustainability initiatives, and advocating for public lands protection. 

Toms, a renowned shoe brand, stands as a shining example of a purpose-driven company. Guided by their strong belief in creating a more equitable world, Toms has made it their purpose to "improve lives through business." For every pair of shoes purchased, Toms donates a pair to a child in need. In addition to their impactful shoe donations, Toms has expanded their mission to include further causes such as providing sight-saving treatments, and clean water initiatives. These tangible actions, rooted in their clear purpose, have deeply resonated with consumers who seek to make a meaningful difference through their purchases. Toms has become a beacon for socially responsible business empowering individuals to positively impact the lives of others simply by choosing their products.

Conclusions

Creating a brand with purpose has become a necessity in today's conscious consumer landscape. Consumers seek brands that align with their values and make a positive impact on society. By uncovering and embodying a clear purpose, companies can inspire action and forge meaningful connections with customers. Building a brand with purpose requires defining the underlying belief, aligning actions with the cause, and implementing strategies to measure impact. By committing to a purpose-driven approach, companies can cultivate loyalty and create a lasting positive legacy in the world.

Top 7 Website Design Principles

Every company's marketing strategy must include a compelling and attractive website.  The effectiveness of your website's design directly impacts the number of visitors you attract and the manner in which they interact with it.  If your design has a poor user experience (UX) or doesn’t represent your brand, your business will suffer!

Your website is like your online resume, it's often the first thing potential customers see when they're learning about your company and services. Since you only get one chance to make a great first impression, it's essential that your website is visually stunning and leaves a lasting impact on visitors.

The great news is it doesn’t matter what kind of company you’re running or what niche market you’re in, you can create a contemporary, user-friendly design that grabs a visitors attention by following the six key design principles below. 

01-Consistent Branding

The first thing you should do when designing a website is to make sure that it reflects your brand identity. This means using consistent colours, fonts, and imagery. If you have a logo or mascot that represents your company, make sure they are incorporated into the design of the site so that visitors know who they're dealing with at all times.

02- Clear and Simple Layout

  • Use a clean design with plenty of white space.
  • Clear headings and subheadings help to establish a clear hierarchy of information on your website, making it easier for your audience to navigate and find the information they need.

03- Mobile Responsive

According to studies around 60% of online users digest content over their mobile phones. Therefore it’s critical your website is optimised for mobile usage and with a responsive design it will automatically adjust its layout based on the device being used creating an optimal viewing experience for visitors.

04- Easy to Read Content

  • Use a legible font size and style.
  • Leverage plenty of spacing between lines and paragraphs.

05- Fast Loading Time

  • Compress images
    Images are the biggest culprit when it comes to slowing down your site's loading time, so compressing them is a must. You can do this by using an image editing program like Photoshop or GIMP and reducing the image size before uploading them to your website. You can also use a free online tool like TinyPNG or Compress JPEGs (the latter of which will also allow you to convert PNGs into JPEGs).
  • Minimise code
    Minimising the amount of code on your website will help reduce its overall size and make your site load faster for visitors--especially those who are accessing it from mobile devices!

06- Strong Visual Elements

  • Use images, videos and graphics to enhance your content and engage visitors, but don't use too many images or videos on any one page though. It's better to have fewer but more relevant and captivating images than a lot of irrelevant ones.
  • Make sure that all the visual elements are consistent with each other in terms of style, colour scheme and layout (e.g., navigation bar).

07- Accessible Design

Accessibility is the practice of making your site accessible to all users, regardless of their disabilities. This means that your website should be able to be navigated using a keyboard and not just a mouse, as well as allowing users with visual impairments to access the content on your site.

To ensure accessibility:
  • Use alt tags for images.
  • Ensure that all links are blue when they're active, so you don't have any confusion about which ones are clickable!

By following these principles, you can create a website that attracts and retains visitors, enhances your brand identity, and provides a positive user experience! At the end of the day, if you’re struggling, just remember, Your Brand Crew is always here to guide you so don’t hesitate to reach out

Three key elements that make your website successful

Every website combines a range of technology, content, and design to make it come to life. An unproductive website typically differs from a successful one by failing to take one or more of these elements into account.

Design 

A website's design describes how it appears. The site's design includes the colours used, the font, the size and style of the photos, the navigation, and the placement of the items on the page.

Website design is no different from other types of design in that the final product is the sum of many smaller decisions. For instance, changing any of the following will impact how a website is seen in the end:

Are the hues vibrant or subdued, monochromatic or varied?

Is there a lot of white space or does it feel crowded?

What fonts are utilised, and how large are the body text and headings?

What kind of imagery—photographs, paintings, or illustrations—have you got?

What additional design components, such as gradients, drop shadows, colour blocks, lines, etc. are considered?

When we initially visit a website, the design influences generate our first impressions. This effect persists while we browse the sites, read text, fill out forms, and more. It affects every component, including the footer, buttons, images, and background colours. The navigational components' size, colour, and location at the top of the page serve as the foundation of design.

Web design and branding

By using the proper colours, fonts, logo files, and design components, your website should accurately represent your brand.

Avoid using templates and themes

When looking at the design of website templates or themes you might find yourself looking at pre-made themes whether you want to build your site using a build-it-yourself platform like Squarespace or Wix or choose a pre-built theme for WordPress.

To make the design of pre-built templates fit your brand and your vision, it can be challenging and will require a lot of additional work, so you might as well come up with something original, right? 

Not everything that goes into creating a website is web design.

Design is frequently the first consideration when creating a website. Some people refer to all the elements involved in creating a website as "web design." For instance, I observe small business owners engage a developer to build their website while hearing them declare they want to locate a "web designer" to do it (with disappointing results).So a developer develops your website, not designs it!

Technology, development or coding

Your website's functionality depends heavily on how it was developed. The platform you select and the website's coding style will either expand or limit your options. Some typical website features include:

  • a kind of contact that people might use to ask you questions
  • E-commerce enables users to make purchases online.
  • A blog displays posts chronologically and could permit comments.
  • a calendar that lists events chronologically
  • Interactive maps, slide displays, and more

There are numerous alternative web-based programs with more complex features, but let's keep our attention on company websites.

The functionality is dependent on the platform you select (or is simple to implement). And with custom development, any platform may be improved.

Web-building platforms

Before, in order to make a website, you needed to be familiar with HTML and CSS.

Numerous web-building tools make it simple for someone without any web programming knowledge to establish a website. Squarespace, Wix, or Shopify are the most popular choices. Many small business owners can establish their website fast without outside knowledge thanks to the usage of templates and drag-and-drop editors on these platforms, which also come with hosting.

Although more difficult to set up, platforms like WordPress could offer greater capability or personalisation. Some users purchase a theme and create their own WordPress website, hiring an outside developer is more typical. Once WordPress is installed, your attention is typically diverted to updating or adding content rather than changing the layout.

Advanced functions

Almost all web development tools have the ability to design simple forms and can show text, photos, and videos. However, some online features depend on the platform you choose.

For instance, without using an e-commerce platform like Shopify or WooCommerce, it is difficult to sell things.

Content

The content of your website is the third important element.

Content includes every piece of text, picture, video, audio, and animation that a user sees or hears on your website. From the largest headline to the smallest piece of legal copy, the majority of this is text. The images comprise headshots, product photos, and other visuals that help to develop your website. You might also include embedded audio, video, or animations in your message.

Copywriting

Possibly the most important element of the content on your website is written copy.

When creating a website, many people forget about the significance of the written content. They don't take into account who will write the material or how crucial it is for a website to have clear, effective writing.

But, almost all of us have encountered compelling copy that prompts us to act, irrelevant content that frustrates us, or boring text that is too long.

Search engine optimization (SEO)

Visitors to your website are engaged by strong copywriting. Additionally, Google and other search engines rank your website for relevant keywords using this same content.

You must optimise your content for search engines if gaining visitors from search is a key component of your marketing plan. Using keywords that you've researched on your website's pages is the first step. You need to employ your relevant keywords in your headlines, subheads, and body text; you can't just put them in the metadata.

Writing, editing, importing content

All of the material must be developed if a new website or new pages are added as part of a website overhaul. It is necessary to write the copy. Selection and placement of photos are required for the design. Even choosing which fields should appear on a form counts as adding new material to the website.

Plan to transfer all the material from the old site to the new site if you are redesigning or rebuilding an existing website.

Great websites combine design, writing and technology

Websites present a special challenge since you must consider all three of these factors holistically.

Otherwise, you'll probably end up unhappy with the process or the outcomes.

Problems happen when you don’t consider all three 

Perhaps a couple of these situations are familiar to you.

When you examine a sample template or theme, it seems fantastic. Yet when you attempt to adapt it to your company, it loses some of its attractiveness. This is as a result of the design being based on various content.

When you add a slideshow to your website and modify it to reflect the style of the site, you quickly become frustrated. This is so because a separate design was used to create the functionality.

You make the decision to switch platforms but then you discover you'll have to manually copy and paste all of your content. This is due to the connection between your content and your development platform.

This is why choosing a platform or a company to work with is so difficult for small business owners.

Our approach

Because we at Your Brand Crew approach website development holistically, the entire procedure is distinct.

Planning comes first, during which we take into account your objectives for the website and how the functionality, design, and content will all go together.

In this phase of discovery, we examine all current online content and pages for fresh content, draught content outlines.

create sitemaps from the pages.

Look at add-ons or other options to create the functionality.

Think about the branding (following established brand guidelines or developing the design in conjunction with a new brand development).

Our authors, developers, and designers are all learning about your objectives at this early stage while also offering their knowledge and experience.

We design a plan that takes into account all of these factors, and ultimately a website, after taking these crucial factors into account jointly.

Not sure how your website is currently performing? Get in touch, so we can find out for you! 

What is a Rebranding Strategy?

Rebranding is a strategy that entails altering the identity, positioning, or image of an already-existing business or product. The company's name, logo, packaging, website, marketing materials, and messaging may all need to be updated to better reflect its new/updated objectives and target market.

Rebranding is frequently done to breathe new life into a tired image, appeal to new client demographics, reflect organisational changes, or distance the company from undesirable associations. An effective rebranding campaign strives to influence stakeholders and customers positively, boost brand recognition and loyalty, and eventually spur business expansion.

How should a rebranding strategy be approached?

Customers appreciate stability. People want a brand they can trust, which is why businesses that present themselves consistently across all media generate 23% more income. Customers also frequently react poorly when well-known brands make changes. 

Strategies for Rebranding

Taking a rebranding risk may be the only option for a brand to advance at some point in its lifecycle. Additionally, if done strategically, your brand can end up being much greater than it was.

These tactics explain why some of the biggest corporations in the world decided to rebrand and how their clients reacted.

What are the most well-liked rebranding strategies?

A brand merger, a brand renewal, and a full rebranding are the three basic types of rebranding in marketing. They are required for various reasons, and each type requires a different amount of work.

Brand Merger or Acquisition

This kind of rebranding takes place when two current brands combine to create a new brand. When there is a purchase, brands will change together. When two brands are coherent with one another, brand mergers are most successful. In other circumstances, it can be a better idea to completely rebrand the two businesses. Be advised that a complete rebranding may require additional time.

Brand Renewal

Refreshing your brand can be as easy as changing your logo or as complex as refocusing your objective. Although this requires changing all current versions of your logo, printing materials, website, and other design elements, it is considerably less time-consuming than completely rebranding your business.

Full Rebranding

A complete redesign involves ripping your brand down to its core and starting over from scratch. Perhaps you are extending your business into a different sector, or perhaps there has been a significant shift in management. Full rebranding requires a lot of work in either case.

When it is required, such as when your target market is not responding, you should only do this. The best marketing plan you can have is to connect with your target market, therefore if you aren't accomplishing that, a complete rebrand may be a smart option.

The Objective of Rebranding Is Success

Every rebranding's primary objective is to enhance the brand identity communication. Why are you in business, and why should your consumers buy from you? These are the enquiries that your brand identity should respond to.

You Need to Differentiate Your Brand

It will be challenging to grow your brand if consumers perceive it to be overly similar to that of your rivals. To better distinguish your brand in customers' perceptions, consider rebranding. The rebranding of Target is a perfect illustration of how effective this strategy can be.

Target Goes from Cheap to Chic

Target was perceived in the 1990s as being virtually identical to other budget retailers like Kmart or Walmart.

Target made the decision in the early 2000s that it couldn't expand if it kept trying to outbid Walmart on price, especially since Walmart was designed to keep expenses and prices low. Instead, the company decided to stand out by reinventing itself as "a mass merchandiser of affordable fashionable items."

Target's logo was modified.

Also, it started concentrating on brand-new product partnerships, first with Alessi designer Michael Graves, that brought excellent design to mainstream prices.

Additionally, Target unveiled promotional materials that highlighted a different collaboration with fashion designer Isaac Mizrahi. In these images, Mizrahi is pictured standing between two street signs that read "5th Avenue" and "Main St," celebrating the union of premium design and affordable prices.

YOUR BRAND CREW can help 

Rebranding can be as easy or as complicated as you choose to make it. YBC can assist you whether you are undertaking a minor makeover or a whole rebrand.

To find out more about rebranding, contact us!

Using Social Media to build a community for your business

Do you get overwhelmed every time you look at your social media? I don’t know about you but I have chunked through so many online courses now that my Facebook suggested Feed is packed with online courses, get rich quick schemes, and 10 reasons why I have to buy a thing.  

For most part I have learned to drown out the noise, and curate it back to what makes my Facebook most beneficial… a steady supply of funny memes.

However, if you are a business, and you are trying to compete above the throng of sales, the experience can be a little daunting. Trying to figure out what exactly you need to do in order to get the attention of your customers is like politely raising your hand  in a room full of raging baboons. If the constant vying for attention seems a little overwhelming to compete with, I offer a different tactic.

I come from a music background. When you are starting a band, trying to get people to pay attention to you to come to your concert, can be a desperate affair at times.  One thing you have to be really good at is social media marketing. If there is any industry that has been doing it for a good long time it’s the music industry. Building a fanbase is a long game, and there is really one way of doing it…

Connect with people one person at a time. 

How do you do that? Well for a musician or an artist it’s fairly straight forward; play music and create content people want to watch. It is the grass roots process of slowly building your empire till it reaches that point where enough people talk about you that it will just take off. 

First you must rely on friends and family, then you claw tooth and nail grabbing those stragglers on the periphery of the music culture, till you have friendship groups, then trendsetters, and then suddenly it just blows up and you seem to have this community of people who are all engaged with you. 

It's a slow process but for the band or artist that’s willing to stick with it, there comes a point where they start to solidify their personality, they get attuned to what their fans want, and they start catering to it. It is a process that while technology and those points of contact have changed over the years, the process of building a fanbase stays pretty much the same. 

For every influencer you see on Instagram, TikTok or YouTube, the reason people are watching them is because they have something to give. They offer value to their audience. They don’t ask for money, they ask for attention, and in return they give something valuable to the audience. 

It could be humour, entertainment, it could be education, or just their review or opinions on things. People watch because they gain something from watching, even if it is a few fleeting seconds of entertainment.

So… how does that relate to your business?

Don’t look to get more customers, look to build a community

That’s a grand call, but how do you build a community on Instagram or Facebook? Well, first you have to figure out what your community looks like; what they relate to and what kind of problems they have. If you own a business, being wired to what your customers need, and the type of people your business is attracting, well it’s simply essential.

Social media can be quite overwhelming, but if you can figure out where your customers are, and what resonates with them, it offers a profound platform to build a customer-base that will continue engaging and buying from you. 

Plus, not only do you have a network, but every node in your network has a network of its own! Post something "incredible, relevant, and of value" to your audience then it can allow you to break free of the limitations of your network and spread your word around to a more massive audience! The real million-dollar question is; how do I engage my audience in such a way that they give me their attention and then give me their dollars?

If you are having a hard time finding a starting point, here is one…

Besides selling your product or service, how can your knowledge, personality and abilities help people lead more enjoyable lives? 

Think of what happens in your business, what problems you have solved, what obstacles you have faced that could help other people in their day to day life. If you can help people in ways that will build trust and build your authority in your area of expertise, they are far more likely to buy from you

It seems like you are giving away advice for free, but you are trading it for attention and loyalty. I’m not saying you give away all your secrets, but helpful tips and tricks around the problems that would lead them to buying your product or service, or how to make best use of your product or service, can be a good way to persuade, or as marketers call it ‘nurture’ them into the sale when they are ready.

When someone gives us something for free that helps us or makes our life better in some way, we become more loyal to that person, and are more likely to reciprocate that value back. Not only does this grow your authority as an expert in your service or business but it also creates loyalty amongst your followers.

Now the knock-on effect of you delivering value is that you start to attract that reciprocation from not only your own network but their networks as well. It could be that one post that intrigues a person, and then they jump onto your social media and see other helpful things. Then they might jump onto your landing page. It’s how sales funnels work, but it's that helpful hint or that entertaining behind the scenes video that caught their attention to begin with.

Consistency is key

There is no right or wrong with how often you should upload content, if you can only commit once a week that is still better than social media silence. Creating habits is the important part. People just need to see that you are active. Sometimes it might just be a photo, a short behind-the-scenes, a quick tip or a short video of what you are doing.

 A lot of business owners make the mistake of uploading a whole bunch of stuff then they just burn out and give up on it. All the major social media platforms have the ability to schedule posts. 

Software like Hootsuite, Loomly, HubSpot allow you to schedule posts on multiple platforms from the one place. First find out where your audience is, and then focus on the platforms that give you the most engagement. A younger audience will be mostly TikTok, whereas an older demographic might be hovering on Facebook and Instagram.

Scheduling posts means you put aside some time every week or two to just upload a couple things and not worry about it again for a bit.

Document your business life

It's hard to think of all the possible things you must do to have a constant flow of new content, week in and week out. So just to ease the pain of having to come up with new content every week, try to get into the habit of documenting the things you do. 

You don’t need some fancy video camera for it, your phone will do. Record those human moments, the people you meet, the work you are proud of, the obstacles you overcome. What engages people are stories; it could be a new task you created for better workflow, it could be a thing you learnt. 

Share things that align with your business values and interests.

Now you don’t have to upload EVERYTHING you do, but at least it gives you content to go through and see if it could be of interest to the people around you. Remember, you can always upload it again later with ‘Remember when we did this?’

Experiment with what you post and see what engages people

Part of finding out what engages your audience is playing around with different things to see what works, and paying attention to your analytics (views, likes, shares etc). Finding out when your audience is most active and what posts they are engaging with most, should inform what kind of things you should be posting more often. 

There is a lot of trial and error here, just try to stay away from things that might offend people or having polarising views on things. It’s a slow game, it really is, but give yourself a minimum of three months to just post lots of different things and see what is working and what isn’t. After a while you will still start to clue in to what your audience likes and dislikes. 

When you are posting ask yourself this question…

What value am I delivering with this post?

It could be educating your audience on a topic, it could be sharing a behind the scenes of how your business operates, it could be a short entertaining thing or a meme or video that you think is worth it to your audience.  

While it might seem like you are going nowhere fast, as you refine and define your online personality, you will learn what content your customers resonate with, and you will slowly develop that bond with them.  Give it time and you will reap the rewards; a fan base, and a bottom line of customers who you know will buy from you for that new product launch, or will come to you first when they have that problem your service solves. 

Keep at it. Build your community. However, we do understand that running a business and social media full-time is not always doable, so why not give us a buzz, and we can kickstart your social media journey for your business.