WHERE LOCAL BUSINESS GROWS

Branding and Design Thinking

Branding your business is a science, the best brands in the world are the product of research, experimentation and they adapt over time.  The best brands also adapt to the medium used, from print to TV to the web and even your smartphone, brands evolve over time as the means of communication changes.

With the adoption of the digital world, your brand is now having to work harder than ever.  The online revolution has changed branding your business, from how we communicate, through to our business cultures.  Although the changes have been relatively gradual, one of the most visible is the way that ‘digital’ has changed how a company presents itself.

Every major business has evolved its branding to work better in the digital world.  Remember, online you don’t have a friendly salesperson and a swish showroom to create confidence in your business – there is just the consumer and your brand, that is it.  The trends are obvious:

Simplification –  On social media, a company’s logo has to be instantly recognisable at only a few hundred pixels wide – and yet the same logo has to work two metres wide above a store entrance.  Because of this, anything ‘busy’ on a logo has been quietly dropped or simplified, and the number of colours they use have been reduced.

Confidence – Partially as a result of simplification, and partially because of online attention spans (you only have a few seconds to secure someone’s trust when they come to your website), logos have become a lot more confident.  They don’t say a lot, but what they do say is instant and visual –  digital has brought the death of the strapline.

Emotion – Logos these days rarely say what the company actually does, instead they evoke a feeling.  For example, look how the Barclay’s eagle has become a shield to create a feeling of safety and protection.  The Argos underline has evolved into a friendly smile (an approach also adopted by Amazon and Thompson Holidays).

As a start-up business it’s unlikely you will have the benefit of high end Branding agencies, however, amateur attempts are often obvious and can kill an idea at birth.  A logo is not a Brand and a Brand is neither a pretty picture or name that the owner likes; a brand should reflect a way of doing business and it should reflect the needs of your customer.

Take professional help, don’t do it yourself to the detriment of your presentation – there are professional, low-cost solutions out there.

Content kindly provided by www.yorkshirepowerhouse.com visit them for free business templates & much more. 


Do it yourself or employ a professional
 

Your branding should be based on the needs of your target clients and not your personal likes or preferences.

But are you good enough to design your own branding and marketing materials or should you employ a professional design agency.

Try not to over complicate or over think your brand.

One golden rule is never trying to replicate another brand.  Apart from the legal implications, it can confuse potential customers and give the perception that your business lacks its own identity or personality.  You need to create something which is unique and original and reflects a positive image.

Start up costs might be prohibitive but it is always a worthwhile investment to consider engaging a design agency to assist in the creation of your brand as they are able to maintain a professional separation from you.

The combination of your ideas and a professional eye can make the difference between something ordinary and mundane to something distinctive and impactful.  Ultimately this is what will drive those precious sales and the life blood of the business.

Here’s the pro’s and con’s about deciding whether to DIY your branding, try an ‘auction’ approach, or take on the costs of a design agency?

DIY:  If you are a creative person and can actually form a professional standard of logo then this will obviously keen the costs down.  However, the risk is that ‘you’ think it’s great when a client recognises it for what it is – DIY.  And the time you spend doing DIY marketing is pro-active time you could be spending on your business development and actual sales.  DIY clearly carries risk and even if you are creatively trained, you’ll still be designing for you which is wrong – consider an external service to take yourself out of the loop but if you really insist, seek the opinion of genuinely independent people to cast judgement (not family and friends – they’ll tell you what you want to hear!).

Online ‘auction’ sites:  There are sites such as fiverr, 99 designs and Freelancer.com (amongst others) where you can essentially provide a design brief to a global network of creative designers who can then provide creative support on a freelance basis.  Clearly this carries some risk as the end designer isn’t really designing for your end client and is, instead, appealing to your own views and opinions.  However, you can access some very creative people without it costing the earth and achieve professional results this way.

Professional design agency:
  Normally much more local (and in Yorkshire, generally much more affordable than London agencies!).  The main advantage here is that you would normally meet and get to know each other.  The design agency will learn about you and your goals and will probably be more responsive to your needs.  BUT … of course, this higher level of service is more expensive because of the time spent.  Typically, logo design will cost anywhere from £200 – £2000 (often based on your ability to pay!).

Please take our advice … don’t depend on friends or family for this!  We’ve witnessed lots of business where their launches are delayed (or even cancelled) because of the design and marketing side of things being given to friends and family doing a favour!  Create a professional relationship and then you’re the boss.

Content kindly provided by www.yorkshirepowerhouse.com visit them for free business templates and more 
 

Communicating your message
 

This first task is to define your core customer message.   This should resonate and ‘speak’ to your customers and should pull them to you.  As part of your core business planning, your message should be reflected within your ethos and your branding … it really is worth practising the pitch in every situation, refine, develop and refine again to ensure that when you are communicating your message, it is well received, believable and accurate.

The next stage in communicating your message is to know who you are communicating with, understand that customer.  By understandning your customer, you will know what communication channels THEY use and this is where you then need to make your message heard.  Research how the customer gets their information, where, when, in what format, etc.

The avenues for communicating your message are many and varied, from face to face networking to the phone, through print to the internet, never before have there been so many options … and consequently, never so much confusion!

It is vital to pick your method of communication on the basis of research and evidence, and then stick with it, refining to optimise the strength of your message.  Changing your message frequently to ‘chase the latest fad’ will lose the benefit of familiarity and repeatability in the mind of the customer – consistency of message forms a strong foundation for your business.

Content kindly provided by www.yorkshirepowerhouse.com visit them for free business templates and more 

Traditional marketing techniques
 

In the rush to ‘go digital’ in today’s world, some areas of traditional marketing have been left behind, but then so have some markets and customers.  Sometimes, the ‘old ways’ are still the best for communicating and gaining attention.
Younger consumers have been born into technology, receiving thousands of electronic inputs per day, many will have never seen a TV advert, read a newspaper or received a brochure in the post.

This provides opportunity for traditional media, the receipt of a letter through the post has suddenly become a unique event for the younger generation and therefore an effective communication medium.  But posting a brochure is rapidly becoming one of the most effective mechanisms you can employ to gain attention while your competitors rely on trying to post more messages on social media or blast their way through more emails.

Paradoxically, in turn the cost of traditional marketing has now reduced as the providers have been forced to compete with more modern methods.  Brochures can now be printed in short numbers (just 50-100!) allowing for cost effective solutions.

Within this section, we will provide information on a wide range of ‘old school’ marketing techniques – but remember that the most effective marketing strategies are those that combine traditional techniques with modern digital techniques and forge a ‘complete strategy’, targeting customers at ‘just the right time’.

Content kindly provided by www.yorkshirepowerhouse.com visit them for free business templates & much more. 


 

 

 

Digital marketing techniques
 

The world of digital marketing is one of the fastest changing areas in the world of marketing today – often misunderstood and frequently misused … it offers exceptional speed, measurement and efficiency benefits when used well.

The main areas covered within digital marketing include:

Search Engine Traffic: Organic search engine optimisation, the process itself is free but shrouded in the black arts of SEO / black hat & white hat techniques … and full of areas to get it wrong and end up black listed by Google!

Search Engine Traffic:
 Pay per click advertising, extraordinarily fast in establishing reputation and building leads but costs money, shrouded in more black arts from the digital community but you can target competitors, brand names, trade names and you have complete control over your budget.

E Mail Marketing:
 Commonly also called email nurturing, this is supposed to be passive and gentle communication to build your brand and awareness and not spam (which is simply trying to sell things using un-targeted, mass emailing).

Social Marketing:
 Utilising the power and connectivity of the well known social sites including Facebook, Twitter, Instagram, LinkedIn, etc.  Social marketing is one of the core areas of marketing failure with businesses simply blasting sales messages rather than social messages.

Digital marketing is a science … experimentation is key but a controlled environment and discipline is essential.  Results should be measured and activity should be strategic to be truly effective!  Read more within this section to get a better understanding.

Content kindly provided by www.yorkshirepowerhouse.com visit them for free business templates & much more. 

Advertisements
Did you know...
The UK's largest organisation promoting the interests of the self-employed and small business owners.

News

33 results found, page 1 of 4.  
Digital agency unveils new image following its biggest year to date

Tuesday 13 February 2018

Marketing agency Splitpixel Creative has unveiled a fresh brand identity and a new website following a record year. This change is the largest facelift to date for the West Yorkshire-based company, which was founded in 2008. Following growth of 30% in 2017, and sizeable investment in new staff and premises, the agency plans to focus on further development of skills and technical processes over the next 12 months, as it celebrates a decade in business. The new website is built in WordPress, with marketing automation platform HubSpot integrated for lead generation and management. Following the approach used by the agency for its own clients, the new site places a greater emphasis on advice-led thought leadership content and downloads, in addition to highlighting key projects Splitpixel has completed in recent years. To retain recognition, the new logo has been simplified with a very light touch, and the original brand colours have been repurposed in various ways. Splitpixel designer, Rob Marshall, said, "As well as the branding, the previous custom-coded website was no longer a true reflection of the company. We wanted the focus to be on the content rather than intricate design, so it's been completely stripped back. The overpowering block colours of the previous iteration have gone, leaving a more grown-up, bold use of white space." The team of 12 – whose clients include West Yorkshire Playhouse, Arville Textiles and local charity Unique Ways – was recently shortlisted in the ‘Best Website’ category at the Northern Digital Awards, recognising the work completed on their biggest project to date, for Sodexo. Splitpixel's director, Charlie Herke, said, "To remain current, you need to evolve, and we've had a fabulous year of change – we’re still the approachable team we've always been, but our professionalism and results focus are now being represented. We wanted a fresh new image to show that the company has matured – and that we're ready for the next ten years. “The new website will be pivotal in positioning us as a strong digital agency within West Yorkshire, and in enabling us to work with other businesses who wish to realise their online potential.” The new website can be viewed here: https://www.splitpixel.co.uk/
Posted by Scriba PR Limited
Kirklees’ Biggest Business Conference Returns

Tuesday 06 February 2018

Following on from the huge success of the 2017 Conference, the Mid Yorkshire Chamber is delighted to be hosting their 2018 Kirklees Business Conference (KBC) at John Smith’s Stadium, Huddersfield on Wednesday 21st March. The free, one-day conference has become an unmissable event in the local business calendar which is dedicated to helping businesses to connect, learn and grow. Attracting over 600 business people and 50 exhibitors, KBC includes a fantastic programme of engaging seminars, a discussion panel, surgery sessions and open networking throughout the day. This year the Mid Yorkshire Chamber is proud to announce an official partnership with Google bringing a Digital Garage to KBC as part of the seminar programme. Running alongside the four seminar sessions, more surgery sessions will also take place following their success last year. Held by local businesses located in the stadium boxes, the surgeries will provide the opportunity for companies to run their own seminars, workshops or one to ones. Rory Bourke, Events & Sponsorship Co-ordinator at the Chamber said: ”Kirklees Business Conference is definitely shaping up to be a day not to be missed. The conference is a fantastic opportunity to raise your profile, make new contacts and learn from other experienced professionals. There are many opportunities for local businesses to get involved through sponsorship, exhibiting or attending as a delegate.” Confirmed conference sponsors and partners include; AD:VENTURE, The John Smith’s Stadium, The Design Mechanics and Social Progress. Delegate tickets are free but registration is essential, significant interest is anticipated therefore early delegate booking via www.kirkleesbusinessconference.co.uk is advised to avoid disappointment. For further information about the conference follow @MYBizConfs and #KirkleesConf on twitter. To find out more about sponsoring or exhibiting at the event please email events@mycci.co.uk or call 01484 483679.
Posted by Mid Yorkshire Chamber of Commerce
Check out our New! Print Centre in Huddersfield

Thursday 01 February 2018

Our Experienced Print Bureau Staff have a wealth of knowledge to make your Print and Graphics Project stand-out from the crowd.
Posted by HAD-IT (Huddersfield) Ltd
New Apple IT repair centre opens in Huddersfield

Friday 19 January 2018

Check out our new Huddersfield service centre. Castlegate Huddersfield. This is who we are and this is what we do. HAD-IT Limited & HAD-IT (Huddersfield) Ltd incorporating HAD-COPY and HAD-PRINT Specialise in the Service and Support of Apple Products including Macs, iPads and iPhones etc. Our Apple Certified Engineers offer repairs from a simple Screen Replacement to Hard Drive Issues, Upgrades, Tuition and Training at very competitive prices. We also Supply and Support a full range of State of the Art Technology Colour and Mono Copier/Printers from simple Desktop to Large Format and Feature Rich Multifunction Machines with Full System Document Production all with a variety of Service, Maintenance and Support Contracts. In addition, our Printing Division offers a complete Graphic Design and High-Quality Printing Service to AO Size.
Posted by HAD-IT (Huddersfield) Ltd
Ventas becomes a UK partner of Membrain

Saturday 02 December 2017

Ventas are pleased to announce that they have been appointed as a UK partner of Swedish company, Membrain. Membrain is the #1 sales effectiveness platform for teams working with complex sales. Trusted by clients in over 60 countries, a two-time Top Sales CRM winner, a Top Sales Tool for four years straight, consistently named a High Performer by G2 Crowd (including the highest NPS score of all vendors) as well as named the Top Sales Enablement Technology in 2016. Pete Evans, from Ventas said that adding Membrain to our offering will enable us to add even more value to our existing clients as they strive to increase sales in an ever more challenging economy.
Posted by Ventas Sales Ltd
Inspiration for Greenhead College business class from ex student entrepreneur

Tuesday 28 November 2017

Business students at Greenhead College were handed some sound advice from two local entrepreneurs. Harley Cooper and Ellie Gilbert showed the A-level students what can be achieved with a bit of self-belief, resilience and risk taking. The duo set up Avalon Mae Social Media Marketing, which has found a gap in the market for providing social media marketing services to small firms and self employed individuals such as hairdressers who want to maximise their online presence. Ellie, an ex-Greenhead student who took part in the Real World Economics event and the annual New York trip, spoke to more than 80 students and explained that young people had a lot to offer in their line of marketing as they have grown up with social media. Mark Mitchell, head of business and economics at Greenhead College, said: “Having young entrepreneurs from our alumni visiting like this is highly inspirational and helps show students that there is an alternative to the traditional educational route after Greenhead. “If you have a great business idea – just go for it!”
Posted by Avalon Mae Social Media Marketing
KC Communications Secures a Hat-trick of Contract Wins

Monday 27 November 2017

Huddersfield based marketing communications agency, KC Communications have secured contracts with three diverse Yorkshire based clients; Yorkshire Yogi, Microform Imaging LTD, and The Flood Company. The latest contract wins cement KC Communications growth targets, which have seen turnover grow 70% year-on-year since it’s foundation in 2014. Joining its growing client base is corporate and educational wellbeing specialist Yorkshire Yogi, which was founded by Kelly Thistlethwaite earlier this year has appointed KC Communications to undertake social media and PR support whilst also providing strategic guidance in other areas of marketing. Wakefield-based digitisation and document management company, Microform Imaging LTD, have secured the services of KC Communications to raise their profile and that of its subsidiary, British Online Archives which hosts over 3 million records covering 1000 years of world history. While newest client, Elland based The Flood Company, who design, manufacture and install a range of innovative flood mitigation products, has appointed KC Communications to raise the profile their business. James Ruddiman, Sales Director at The Flood Company commented “As The Flood Company embarks on ambitious growth plans, we are delighted to be working with KC Communications to increase our brand awareness. Their knowledge of our sector and insight provided at such an early stage of our partnership has been to an excellent standard, and we are confident they will support us in achieving our goals”. Commenting on the latest client wins, KC Communications Managing Director, Katrina Cliffe said: “I am delighted to welcome on board our latest clients and look forward to working closely with them to support their ambitious growth plans. The latest wins are a testament to the hard work put in by the team over the past 3 years to position ourselves as one of the most reputable agencies in the area”.
Posted by KC Communications
Around Town In the Huddersfield Live Hygge Tipi

Wednesday 15 November 2017

What better time to get together than Christmas? Around Town believe that connecting the business community of Huddersfield in its iconic locations and organisations is a brilliant way to share ideas, hear inspirational stories and have some FUN. Organised by Oli Smith, Michelle Crowther and Chris Buckley Around Town create memorable events every 3 months. 2018 plans are already underway; “as well as meeting at some amazing businesses we are walking Around Town in Spring - a fantastic way to get to know each other whilst experiencing some award winning locations and scenery in Huddersfield “ says Michelle And with Huddersfield Live December promises to be a memorable Around Town event. Hosted in the Hygge Tipi in St Georges Square, hear Sam Watt and Poppy Stahelin tell of the fabulous work the team at Huddersfield Live are doing and some of the stunning events planned for next year. Laura Drury sets the backdrop of how she formed the The Hygge Tipi and how it creates a convivial atmosphere for Huddersfield folk to mingle, drink mulled wine, and keep the winter night out in front of the log fire. All In the heart of Huddersfield. Tickets are limited and can be reserved FREE here. Chamber members old and new are very welcome. Around Town Events for 2018 confirmed. March 1st - Valli Opticians May 17th - Owen Scott Tailors May 25th - (Walk) Around Town - 15miles (approx) Breakfast Sarnies, The Kirklees Way, Finish in a Brewery!
Posted by The Alternative Board
Applegate Properties achieves double award recognition

Monday 13 November 2017

Yorkshire-based residential estate and lettings agent Applegate Properties has won both gold and silver accolades, at a prestigious industry awards ceremony. The Negotiator Awards – the UK’s leading programme for estate and lettings specialists – were established in 2008, and since then have grown in stature to now be acknowledged as the most recognised awards scheme for the residential property industry. With 30 categories in total, 2017 proved to be the largest year yet for the presentation, as over 750 directors, senior managers and business owners attended the event. Applegate Properties was shortlisted in three categories – Yorkshire and the Humber Agency of the Year, Small Lettings Agency of the Year and Small Estate Agency of the Year – each of them celebrating businesses with 1-3 branches, that are prominent stand out within their town. Amy Wray, Applegate’s managing director attended the London ceremony alongside, sales advisor Chloe Byrne and lettings advisor Laura-Anne. Held at the Hilton Hotel on Park Lane, the event was hosted by Jimmy Carr who presented Applegate with a gold accolade for the Yorkshire and the Humber Agency of the Year, and silver for the Small Lettings Agency of the Year. Amy commented on their success and said: “With our three previous years of victory at the awards – winning bronze in 2014 and 2015 and then silver in 2016 for the Yorkshire and the Humber Agency of the Year – myself and the team were and still are absolutely elated to have been shortlisted again for such a prestigious award. “But the 2017 event was something else. The night itself was lots of fun and we were extremely shocked to receive both gold and silver, as we were up against such strong competition. We have worked hard to offer a completely different estate agency experience, so it was extremely humbling to have this acknowledged in such a prestigious arena!” Applegate Properties was founded in 2010 and has built an exceptional reputation for being the fastest growing property experts in the Huddersfield and Holmfirth area. Now a team of 10, this latest accomplishment has helped to recognise and solidify their continued success.
Posted by Scriba PR Limited
Huddersfield-based Leach appointed by international outdoor leisure brand Regatta

Friday 27 October 2017

International outdoor leisure brand Regatta has overhauled the visual merchandising strategy at its Manchester headquarters, with the help of Huddersfield-based display specialist Leach Impact. Regatta’s showroom is a regular destination for corporate customers, keen to be among the first to see what could soon adorn their retail shelves. But with footwear previously housed on a dark, permanent wooden wall, the 180sqft space struggled to do the hero products justice. The brand has therefore invested in a 6.8m x 2.5m state-of-the-art bespoke display from Leach’s Product Wall Lite range. At only 65mm thick, the streamlined wall-mounted system integrates eye-catching graphics with ultra-bright LED illumination and slick magnetic shelving, for maximum impact as soon as a customer arrives. “Following an initial design consultation, we knew the team was interested in the flexibility of this graphics display alternative,” elaborated Dale Broadhead, Leach’s project lead. “However, to meet the exact requirements of this brief, our in-house innovation team built a number of prototypes to evaluate how to best showcase Regatta’s footwear range.” The finished solution was then installed only one day, which included full magnetic assemble, graphic installation and 180 shelves added and aligned. Regatta’s marketing director Jo Hawkins expanded: “We were initially drawn to the system because of its brightness and large-format photographic quality. But the construction of Product Wall Lite now allows us to change the graphics and products as often as we like, without any external input or specialist shop-fitting expertise. “This means we can refresh our showroom campaigns in line with the changing seasons, which should deliver an ongoing wow factor and a lasting impression, much more in-keeping with what we’re trying to achieve as a brand.” On the back of positive feedback from visitors to the Manchester HQ, Regatta now plans to roll the Product Wall Lite system out into its store environments. Established in 1981 with a 12-strong team, Regatta now has 200 stores and concessions throughout the UK and operates in 55 countries worldwide.
Posted by Scriba PR Limited
33 results found, page 1 of 4.  

Events Posted

3 results found 
Image for
How will GDPR affect the marketing function?
Wednesday 28 February 2018, 09:30 - 12:30
Independence House, K C Communications Ltd, Holly Bank Road, Huddersfield, HD3 3LX
£120 - 6 places
Image for
Digital Marketing forGrowth
Wednesday 28 February 2018, 16:30 - 18:30
Firth Street, Huddersfield, West Yorkshire, HD1 3BD
Free Entry - 50 places
Image for
Kirklees Business Conference
Wednesday 21 March 2018 - Wednesday 21 February 2018, 09:00 - 16:00
John Smith's Stadium, Stadium Way, Huddersfield, HD1 6PG
Free Entry
3 results found 
Designed by Kirklees Council
Built and powered by Alcium Software
Close cookie policy popup window
This site uses cookies for analysis purposes only. This helps us understand how you and other visitors use our site. To see a complete list of these cookies or to opt out please access our cookie policy page.

You will see this message only once, but you will be able to find more information about our use of cookies or opt out at any time.