Pandemic Proof Your Business
Pandemic Proof Your Business
Because of this pandemic, the world has been thrust into unprecedented times as the world arms itself in the fight against a new enemy, the Coronavirus (Covid-19). The threat to life, particularly those that fall into the ‘vulnerable’ categories is especially frightening. Not to mention the uncertainty around the virus itself, what this will do to our society, the economy, and how long this will go on for.
It’s important to remember that we are all in this fight together, a fight not only for ‘life’ but the fight to keep our businesses alive. These times may have given you some flexibility of your resources and while you carefully consider how to use this time, a key question to ask is how can your business model be changed and adapted to thrive what will be our ‘new normal’.
A new ‘Disaster Recovery’
We talk about disaster proofing in terms of IT and the importance of preserving our customer reputation. We also associate this phrase with ‘acts of God’ and natural disasters in order to protect our business in a physical sense. Pandemics, however, bring an entirely different set of difficulties such as social-distancing, self-isolation, even entire country lockdowns! If you rely on word of mouth, passing trade, physical footfall, or perform your services in person this sort of enforcement could be detrimental to your business. Adapting your business model even slightly to allow for such events can not only give you peace of mind should this type of event reoccur but also expand your customer base and opportunities in the meantime.
The importance of online advertising during this pandemic
In this situation, it is fundamentally important that you have an online presence. The majority already will of course but if you are a small business that provides its services in person there is a chance you may not. At the very least you should have a means of advertising online, even if this is just through a social media page such as Facebook for example. If you fall into this category, then now is the time to get yourself online and if you are a little unsure how to do it there is lots of guidance out there to help you.
Ideally and in most cases, you will already have your own website, your very own shop window on the world wide web. Regardless of Covid-19, it is a crucial step that your website stands out, makes a great first impression, and compels visitors to shop with you. Maybe making some improvements is something that has been on the to-do list for some time? Take advantage of this moment and ensure your site is up to date, has good quality images, maybe even develop it further with some more pages or an FAQ section to add value for your customers. Taking the pandemic into consideration you can (hopefully) expect more traffic, is your website adequate enough to cope with the demand and does your business have online shopping capabilities? If not, then this is a function you can add and utilise fairly quickly. Although it may not be easy running with a reduced workforce maybe and the restrictions of social distancing to contend with, it will allow your business to continue trading in some capacity throughout lockdown.
If you already have all of this in place then at the very least you can expect more competition as others jump online, how can you increase your appeal, so consumers choose you over others? This could be as simple as a discount code for a percentage reduction at checkout, free delivery or maybe even some samples or freebies thrown in, these can be great incentives so long as it remains cost-effective.
eCommerce
If you are selling products and have online shopping capabilities then it is crucial that you also have a good, reliable delivery service. No matter how impressive your website is, how fast you react to orders or the incentives you offer, it can all be for nothing if the lasting impression for the customer is a poor delivery service. Look at your turnaround from packing to delivery, are good received as intended and undamaged, are customers happy with the speed of this process. If not, you can always change who you courier with to ensure your customers are happy and will return for future purchases.
Alternatively, your business may offer a service rather than a product(s) and although this can be slightly more challenging in this scenario, it is not something that you cannot work around completely. If your business would normally offer a service in person such as a Personal Trainer, for example, there is no reason why you cannot adapt and overcome by utilising the available technology. Why not conduct meetings over the phone or virtually through the likes of Skype or Zoom? You could pre-record sessions and email to consumers or even take advantage of live streams provided by social media platforms. There are plenty of options to help you reach your customers remotely and this is something that you can continue to utilise after lockdown which may help reduce your expenses.
Share Your Knowledge
If your business requires you to deliver your service to your customers in person such as a barber/hairdresser, beauty therapist, makeup artist, gardener, etc then, without doubt, your business will be hit the hardest as you simply won’t be able to continue working even with the help of what technology has to offer. However, despite not being able to utilise your skills you can still share your knowledge and help your customers during this pandemic. If you are present and helpful during such a difficult time, then you will be in the minds of those you helped when life regains a sense of normality. Why not record some videos showing people how to achieve different hairstyles, what products you use or recommend, or maybe offer parents guidance on how to trim their children’s hair during the lockdown.
Content Is King
Developing more content is never a bad idea, not to mention the widely held belief that you more you give away and share for free the more likely people are to connect with you and turn into paying customers. Working on more content is something that you have likely thought is a great idea but your busy day to day life has meant it never got to the top of your list of priorities. Take advantage, make the most of lockdown and create a library of content, write an ebook, make a series of videos, do a podcast, blog, vlog, whatever you want to create, share and help grow your audience.
Stay Safe
Yes, this virus is a threat to life, has caused many to lose loved ones before their time, triggered worldwide fear, and brought unprecedented disruption to daily life. It is vital we abide by the government’s advice to try and minimise this disaster as much as we possibly can, however, we still want our businesses and livelihoods to remain when this does come to an end. This is time we will (hopefully) never have again, do the admin you never get around to, put in place the simpler processes that have been too time-consuming to initiate, improve your website, develop your content, do whatever you can to turn this negative into a positive and ensure your business not only survives but thrives.
Brand identity to make you shine
We pride ourselves on providing an efficient and transparent service. When you submit an enquiry we will call you within 24 hours to learn more about your idea and to ask any questions we may have to provide you with an accurate quote.
Logo Design Do's & Don'ts
Logo Design Do's And Don'ts
Some may think that when it comes to logo design it is simply a case of coming up with something that is aesthetically pleasing. However, this could not be further from reality if you wish for your design to be optimal. Your company logo is your first impression and a point of recognition for consumers. Such a crucial component needs to make a strong first impression, be attention-grabbing, memorable and one that also distinguishes you from your competition. To assist you with what can be the complex process of logo design we have come up with some simple do’s and don’t’s.
Logo Design Do’s
- Define and research your audience
You want your logo to appeal directly to your target audience and to achieve this you must first understand who they are and what would grab their attention. You can then use this information to give you some ideas to form your design upon. - Strive for something different
Your logo is a great way to distinguish yourself from your competitors and whilst it is important to know what others have designed, be careful that inspiration does not manifest in a similar looking design. - Decide which logo type you want. There are several different types of logo design that you could choose to utilise in your design. Why not take a look at our blog ‘different types of logo and choosing the right one for my business’ where we go through each one and explore their differences.
The Logo Design Process
- Sketch. The exploration phase is an important part of any design process. Sketch and experiment with different ideas, have fun with it and let your creative juices flow.
- Do your first designs in black and white. The right colour can really bring your logo to life, but it is initially helpful to know how it looks in black and white. Once you have a design try printing it in black and white to see what it looks like. If your design is too busy or difficult to read, then it is time to go back to the drawing board.
- Study colour psychology. There has been a vast amount of research done on the psychology of colours, how they make us feel and the different traits that are commonly associated with each one. Due to this, it is vital your choice of colour aligns with your company values and target audience. Why not take a look at our blog, ‘how to choose your brand colour palette’ where we discuss this topic in detail.
- Avoid unnecessary words. If your logo includes words make sure that they are not too long and distract from the overall design. Simplicity is key to ensuring your logo remains impactful and legible.
- Choose your font wisely. If your design includes typology you will need to decide on a font type you wish to use. Your choice should reflect how you want your target audience to view and relate to your company. Do you want to come across modern and bold or maybe create a handwritten font to come across more personal and unique?
- Play around with caps or lowercase. These may be small details, but they can make all the difference to your design. Something as simple as playing around with caps and lowercase could elevate your logo to a whole other level. You can also tie this into your chosen style of brand voice, for example, using uppercase within your logo to give a nod to your authoritative brand persona.
- Align all your elements. Ensure that every aspect of your logo (picture, mascot, company name, tagline) fits nicely together and is well balanced so that it is aesthetically pleasing and looks professional.
- Create variations and alternate logos. Once you have your final design it is useful to have some variations of it to give you some versatility. Your logo will be used in different places and on a number of platforms, for example, a letter header, your website, a business card, your social media profiles. Be sure to also re-create your logo design for mobile to maintain the same consistency and proportions.
- Get feedback. It is always good to get an impartial opinion and there is always value in gaining someone else’s perspective. Particularly if you have been embroiled in this creative process alone ensure you seek feedback from colleagues or those closest to you.
Logo Design Don’ts
- Use a logo generator or clip art. This might seem like a cheap and easy option rather than going through the painstaking design process yourself, especially if you do not feel you are a particularly creative person. However, your logo should represent your business and be unique to help distance your brand from others in the same market. Falling into the trap of using an online logo generator or clip art graphic will provide you with a generic, off-the-shelf logo. Not only portraying your company as uncaring and unauthentic but also unprofessional, not exactly the brand identity you are looking to achieve.
- Be too literal. Logo design is your perfect opportunity to develop something original and creative. Be clever with your design for example, the Nike Swoosh is a fluid checkmark shape that is meant to indicate movement and speed. The image also resembles a wing and gives a nod to the brand name, Nike, named after the Greek goddess of victory.
- Follow trends. Be careful not to associate your logo with a current trend. Trends constantly come and go, whereas you want to think longevity. The last thing you want is a logo that will no longer be relevant to your company within the next year or so.
- Add too much detail. The strongest brands have simplistic yet strong logos, usually focusing on one key feature. The more complicated your design, the greater the risk that it may lose impact and become less recognisable, not to mention more costly to replicate.
- Use numerous styles of font. A good rule of thumb is to keep the fonts to a maximum of two so as to avoid producing something that is incohesive or illegible.
- Use too many colours. Your choice of colour is fundamentally important, and its use can really help to make your logo stand out from the crowd. However, too many, particularly when your logo is displayed on a smaller platform such as mobile could make your logo difficult to interpret. When it comes to your logo design, it’s best to keep your logo design to two or three colours tops.
- Overcomplicate it. Ultimately when it comes to logo design more is less. You want your logo to make a great first impression and grab your target audience’s attention eventually over time becoming instantly recognisable and memorable. An intricate or artistic design might be tempting in the pursuit of looking impressive however it just will not deliver the same instantaneous visual impact.
Summary
Logo design is by no means a quick and easy task for any company to undergo, there are many factors to consider and this can become time-consuming as the process becomes a matter of trial and error. If you do not have the time, need some help with your design so far or are reluctant to undertake such a daunting task yourself then why not take a look at our logo design services here at Accentuate.
Brand identity to make you shine
Get in touch with our dedicated and responsive design team at Accentuate, we are happy to assist you in creating a brand that represents the core meaning and value behind your business.
How To Choose Your Brand Colour Palette
How To Choose Your Brand Colour Palette
Congratulations! You have decided to create your own company, whilst developing your product/service, differentiating yourself from your direct competition, coming up with a company name and dealing with all the admin and legalities that come with it. Choosing a brand colour palette may appear to be a simple and uncomplicated task, you just go with a colour you like, right?! Wrong. The psychology of colours and their influence on customers, particularly when it comes to marketing has been extensively researched.
The consensus is that that colours not only account for 93% of buyer focus when they are purchasing a product** but it also enhances brand recognition by 80%*.
Consumers notice colour before any clever slogans or taglines as they communicate with us on a personal and emotional level making them more effective at persuasion. Colours also evoke certain feelings and emotions as our brains subconsciously associate the two.
Taking some time to understand colour psychology rather than just picking your personal favourite can pave the way for clever marketing and increased sales.
3 Factors to consider for your brand colour palette
To assist you in choosing an appropriate colour for your business, you need to reflect on the following factors;
- Your products or service – You want to choose a colour that fits with what you are providing for example, brown would not necessarily be a good choice if you are trying to sell pre-prepared salads or nappies.
- The emotion you want your target market to have and associate with your product – For example, you would want to choose a relaxing colour for a brand marketing sleeping aids or bright and energetic colours for a pre-workout.
- Your brand personality – Think about how you want to communicate and connect with your customers? For example, do you want to come across as authoritative, friendly, professional or humorous and what colour would your chosen personality correlate with?
All of these three things may align in a base colour and maybe one or more supporting colours. Of course, a basic understanding of colour psychology and the differing traits that are commonly associated with each colour would also be helpful. Here we have each one along with some brand examples.
The Psychology behind colour
White
Symbolises clean, pure and safe. A colour that is rarely associated with negative feelings. However, the use of white denotes that you will require the use of at least one other colour in order for it to be properly visible.
Grey
Symbolises practicality & solidarity. It can be associated with old age and too much with feelings of nothingness and depression.
Black
Symbolises sleek, powerful, associated with authority, stability, and strength. Often a symbol of intelligence and frequently used in high-end or luxurious products. Too much can be overwhelming.
Red
Creates a sense of urgency and encourages appetite, hence why it is often used by retailers during sales and utilised by fast-food chains. It physically stimulates the body, raises blood pressure and heart rate and so is also associated with energy, excitement, and passion.
Yellow
Symbolises joy, hope, happiness and positivity. It is attention grabbing and also associated with wisdom and enlightenment.
Pink
Symbolises delicate, love, romance, femininity, sweetness.
Green
Often associated with health, tranquillity, freshness and nature. Is frequently used to promote environmental issues. Traditionally it is also associated with money, wealth, banking, ambition, greed and jealously.
Orange
Combines the energy of red and the happiness of yellow. Enthusiasm, creativity, determination, attraction and encouragement. Too much can come across as aggressive and trigger a sense of caution.
Purple
Soothing and calming. Is commonly associated with royalty, wisdom, and respect. It is frequently used to promote beauty and anti-aging products and target an older demographic.
Blue
Symbolises peace, water, promotes a sense of trust, reliability and security, stimulates productivity and frequently associated with masculinity.
Brown
Stimulates the appetite and feelings of wholesomeness, stability, and peace. Represents simplicity, friendliness, dependability, and health.
Multicoloured
Frequently used to demonstrate versatility, openness, and creativity with a sense of fun and playfulness.
Summary
When you consciously select the right colour to match the services or products on offer, one that simultaneously appeals to the correct target audience and aligns with your brand persona. You are harnessing the psychology of colour in your business, an enormously powerful tool that should form the basis of a successful marketing operation.
Brand identity to make you shine
We pride ourselves on providing an efficient and transparent service. When you submit an enquiry we will call you within 24 hours to learn more about your idea and to ask any questions we may have to provide you with an accurate quote.
Do I Really Need Brand Guidelines?
Do I Really Need Brand Guidelines?
What are brand guidelines?
Your brand guidelines document all of your brand assets and how they should be re-created. Similar to an instruction manual, it can ensure that your branding is applied accurately and consistently, aiding your employees and particularly valuable to anyone outside of your organisation you may outsource your marketing to.
What is included?
Your brand mission statement – This will summarise your target audience, the product/service you are providing and how you differentiate from your direct competitors. This forms the foundation of which you have built your branding upon.
Colour palette – These are the colours included within your branding and more specifically their RGB, CMYK and HEX colour codes.
Logo design – How your logo should be displayed such as its placement, colours and size. You can alternatively include examples of how it should not be displayed by using different backgrounds and formats
Brand Imagery – Your chosen style of photography, how you would use stock imagery, along with any animations, graphics, icons or hand-drawn visuals.
Your brand voice – This is how you choose to communicate and ultimately connect with your consumers. Whether this be funny and friendly or take on a more professional, authoritative tone.
Typography – Any font that is encompassed within your logo and written communications, the chosen style, size, heading weights and any rules that apply such as the use of italic, underlining, highlighting, shadows etc
Copy Guidelines – An example can ensure that any copy written is on-brand and covers materials such as blogs, campaigns, social media posts, video scripts, packaging and any offline advertising.
I know all of this, why do I need to officially document it in ‘brand guidelines?’
Of course, all of these details will have been previously decided upon and worked to. This accompanied by the fact that creating brand guidelines can be an incredibly time-consuming task may leave you questioning whether it is really necessary. Here we explain several reasons as to why making this effort is worth it and how it can be beneficial to your brand.
Professionalism – Brand guidelines encompass your personality, clarifies exactly what your business stands for and helps set customer expectations. All of this helps to create a strong brand identity and with this comes a sense of professionalism. For example; if you were a funeral directors you would want to come across as professional and respectful. If you then outsourced some advertising such as a leaflet with no brand guidelines and consequently no guidance on your preferred style of brand voice this could be a recipe for disaster! In addition to this, having the reproduction of any of your branding assets officially documented shows how much importance and value you place on your business and visual branding which helps to support why consumers should expect a professional experience whenever they deal with you.
Consistency – Each time a potential customer receives some marketing material, sees your advertisements, visits your website they subconsciously form a perception of your company. If you present an inconsistent image of your company, the font, logo placement, colours differ slightly each time it is not going to look very good and instead come across as rather incompetent. As the saying goes, consistency is key and brand guidelines will help you to present and maintain a coherent image.
Aids brand recognition – By having set rules and restrictions when it comes to your company branding you can ensure you provide a consistent brand identity. Colour in particular can be extremely difficult to replicate exactly and as detailed in our ebook (Ebook link) brand colours improve recognition by 80%*. Brand guidelines ensure that every aspect of your image, not just colour, is exactly as you want it to be. This helps you brand in becoming recognisable and also communicates that your brand takes pride in the details.
They are useful for employees and outside suppliers – Brand guidelines can be very practical and distributed to employees, this helps in ensuring they fully understand the brand and can therefore represent it in the correct way. It can also help avoid confusion and provide new recruits with a point of reference rather than taking up the valuable time of others.
Outlines rules and sets standards – As discussed you brand guidelines not just include your logo design and colours, they also contain specific rules and standards. It contains details such as format variations, spacing and how to display imagery on differing backgrounds, helping to achieve clear attention to detail and precision.
Keeps focus – If you intend on future growth such as developing new products or extending your services, a brand can quickly become confused when it comes to its new packaging or marketing strategy. Having clear and concise brand guidelines to refer to means you have the tools to quickly and effectively maintain consistency. This will avoid you slowly losing your brand identity at a time of growth when ideally it will be at its strongest.
Value – You cannot put a price on the creation and development of your brand. As Steve Forbes once said, “your brand is the single most important investment you can make in your business”. Therefore, to have a set of guidelines specifically for your brand seems a bit of a no brainer, especially given all of the benefits detailed above. If you value your business and are wholly committed to your brand, then brand guidelines are truly invaluable
Brand identity to make you shine
Get in touch with our dedicated and responsive design team at Accentuate, who are happy to assist you in creating a brand that represents the core meaning and value behind your business.