Tag Archives: branding

The Importance Of Branding

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Having a strong brand is important. It doblog_angle-brand-imageesn’t matter if you are an author working from home or a huge marketing consultancy with hundreds of staff. How you present yourself to your customers, clients, and staff, as well as online is always important.

Brand Guidelines

You’ll probably find that when you started your business you already had an idea of how you were going to conduct yourself and show off your company.

You should take these ideas and write them down. These are your brand guidelines. They could be as simple as using your logo on all correspondence or you could go into more detail with the fonts you use, the way you speak and the clothes you and your staff wear.

Ask Your Customers

If you are unsure as to what you brand is, or should be, then ask your customers as they’ll be able to give you a less-biased opinion than your friends and family. Market research like this gives you a good idea of where you stand in the market, how your customers perceive you and if your actions are portraying the right image.

Instantly Recognisable

The great thing about building a brand is that you can create something that is instantly recognisable, even when your brand name isn’t visible. For example, if people know your logo well, they’re likely to think of you when an envelope arrives on their desk in those colours.

Expectations

Your branding can also tell customers what to expect. Elegant, swirling fonts and colours such as gold and deep red just scream opulence. You must live up to these expectations though, if your branding doesn’t match what you sell or the service you offer then you’ll either end up disappointing your customers or attracting the wrong ones.

Cut Through The Noise

If you do something controversial, different or exciting with your brand then you are likely to get noticed. This might be an amazing advertising campaign, an unlikely mascot (meerkats, anyone?) or a very honest approach to the business and customers.

This is how people will remember you and there’s always the likelihood that something you do might go viral and sky rocket the brand to fame.

Brand Advocates

If you can get a high profile figure on board with your brand then people are going to start to take note. It’s no good asking a footballer to be the face of your new chocolate bar as the two don’t really fit together. However, a celeb chef known for her love of chocolate would work brilliantly.

Stick To It

Once you have some your branding sorted, stick to it. People will come to recognise the brand and that’s only useful if you continue to use it. This might be on promotional material, uniforms, stationary, or on your website.

There might come a time when you want to rebrand but this should be done carefully and only when your current brand is so out-of-date that it no longer represents you and your company.

Take a look at this article on Richard Schaeffer Liquid Holdings to give you an idea of how to brand yourself as an individual.

 

3D Visuals Explained

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Since the dawn of time, we as a species have used imagery to project thoughts, feelings and emotions. From cave paintings, mosaics, roman statues to the development of photography and cinema in to the modern day, where we have a new obsession for 3D imagery in every form. We crave to be immersed in a whole new world, quite literally, hence the popularity of Pandora in 20th Century Fox’s record breaking Avatar. 3D is considered to be the next key feature that is and will continue to enhance our visual experience.

Ever wondered how a 3D visual is actually created? Well, sites like www.dhub.com can help to give you a breakdown on the process. 3D visualisations are used over a wide variety of can be a life-like or photo-realistic images and animation, it can also be used to explain an idea or concept. 3D visualisations, or other 3D content can even be used along side other mediums to create a collaborative mixed media projects.

Interactive content and applications are invaluable for helping your visualise designs and products, whilst at the same time engaging users. Interactive content can be anything from a simple interface to link images and text together, or as complex as a 3D product configurator, allowing customers to customise products in real-time.

3D virtual visualisation can not only help you and others to visualise your product, but it will also help you to identify design issues, it can be used for your market research minimising your risks and saving you lots of money before you have your physical product in the market.

What a 3D Visual can do for you:

  1. It can help not only you, but also your prospective investor or customer to visualise your proposal within its early stages. You will be able to identify and solve design problems.
  2. Your designer can explore the design concept with you, by adding or removing features, variations, colours, and textures. Once to generate photo realistic images, you can use these for your market research.
  3. 3D visualisation will also allow you to virtually simulate how your product will look on the shelves against competitors.
  4. Once you have your feedback and research complete, you should be thinking about a physical prototype and manufacturing. Don’t stop there; you can use your 3D visuals for Marketing and Promotion purposes. Recycle your virtual model again and again, using it to aide printed material in marketing campaigns, as well as using this within fully animated TV adverts, online videos, presentations.

Products and scenes can be easily created and manipulated within the 3D visualisation arena to create true to life images that are more cost effective than producing the real thing.

The possibilities endless and the CGI era has only just begun…

The Greatest Movie Ever Sold, New Frontiers in film financing.

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The Greatest Movie Ever Sold directed by Morgan Spurlock.

Where and When: Thursday 29th September at BFI Southbank

On Thursday I saw Morgan Spurlock’s new documentary about branding, advertising and product placement, which is entirely funded by branding, advertising and product placement.

Afterward, a panel of experts from film and advertising discussed how producers can create new synergies and forms of production finance without losing their artistic integrity. The panel included; Pippa Cross, Producer of Chalet Girl, Duncan Forrester, Head of Public Affairs, Volvo, Darryl Collis, Director of Seesaw Media, Pete Buckingham, Head of Distribution and Exhibition at the BFI

“Nothing like a cold call to let you know how little power you have.” Morgan Spurlock.

What I learned:

1) The Greatest Movie Ever Sold was the first film to be in profit before it hit theatres

2) Spurlock ‘didn’t negotiate for success’ so the brands didn’t have to pay him any more money when the movie became a runaway success.

3) In the first few months, The Greatest Movie Ever Sold had over 900 million media impressions.

4) Spurlock called over 100 ad agencies and 650 companies to contribute to the documentary, only 15 companies said yes. A success rate of only 2%.

5) Pom juice is 40% as effective as Viagra for helping a man sustain an erection.

6) Volvo did not pay to be in Twilight, the filmmakers stayed true to the fact that Edward drives a Volvo in the book. But they have people come in and buy the car Edward drives after seeing the movies, even though it’s a £35-50,000 investment.

7) A big champagne company turned down the opportunity to be in The King’s Speech because they ‘didn’t do period films’.

8) Morgan Spurlock could not legally disparage the entire country of Germany in or around the Mini that he was given for the film. Most of the contracts had a non-disparagement clause.

9) Spurlock said all of the brands asked for ROI (return on investment) but not of them got it.

10) Ditto for the final cut, Spurlock says: ‘Retain final cut or it’s not your film”. However, if your film costs more than $40-50 million, you will not get final cut.

11) Spurlock’s advice to filmmakers when negotiating with brands and advertisers is: Always know what you are willing to give up. Integrity is valuable.

12) Fed ex did not pay to be in Castaway.

13) The film uses all of the things it criticise in the beginning to sell the film to you later

14) Old Navy gave Spurlock a cheque for £200,000 after seeing the documentary at the Sundance Premiere.

15) The brands have bigger lawyer than you.

16) Pippa Cross had to spend 2K on CGI to get ride of a beer bottle on Shooting Dogs because the beer brand did not want to be associated with the genocide.

17) The Social Network has Mark Zuckerberg and the rest of the cast using Sony laptops, but, factually, the real people the film is based on would have been using Apple Macs.

18) Pippa Cross got Tesco vouchers for Chalet Girl, and the best Ski brands on board.

19) Morgan Spurlock made a deal with a tri-state pet discount store; you could get a goldfish and after the first one died, use a voucher to get another one. Like Spurlock does in the film.

20) Spurlock tried to get a gun company onboard, but they all said no.

21) The lawyer Morgan interviews in his documentary tells of of the term ‘Faction’. Where fact and fiction meet, and what advertisers use to confuse you and integrate their products into your favourite TV shows and Films.

The documentary is essential viewing for anyone interested in film, or raising finance.