Tag Archives: brand
In an increasingly digitised world, print media is often overlooked. At Creative Fire, we champion the world of print as a viable part of your communications strategy. Here are a few key ways to use print media to your advantage:
Emphasise the physical
As more and more businesses exist solely in the digital world, don’t underestimate how reassuring a physical presence can be for many customers. Not only does this help some demographics to trust your brand more, but it can also be a great way of sharing important information such as promotions and coupons. While customers are often resentful of spam, a well-timed leaflet or brochure which gives them visible benefits is seldom cause for complaint and could help keep your brand top of mind.
Print media can be personalised with relative ease, particularly in the area of promotional merchandise marketing. This offers significantly higher engagement than email marketing and has been shown to have a higher response rate, which is great for your engagement.
Measure your ROI
Print media was around long before digital media, and whilst we are strong advocates of all things digital, we do appreciate the benefits of print. Some arguments against printed media focus on the difficulty in measuring the return on investment (ROI). We have been spoilt by a plethora of highly targeted options with our digital activities, and so reverting to print can seem uncertain.
It is worth remembering however that print does have ROI advantages in some respects. The mere presence of something physical means it is more likely to remain circulating around its end destination, when compared to (for example) a marketing e-mail.
Keeping your focus local is another fantastic way to keep customers happy. What is your company doing in the area pertinent to your recipient? Customers can be targeted for local benefits and perks via print media. One localised example is billboards, they are often overlooked, but can ensure companies get their name in front of significant footfall.
Use branded merchandise
Print media is also a great way to create stunning branded merchandise, which will work its way into the everyday lives of your customers and keep your brand in their minds the next time they need your services.
Client relations is one of the most important aspects of choosing an agency, yet it is often overlooked by both brands and the agencies that work with them. If all goes well, your chosen agency will be a close ally as you work to strengthen your business and pursue creative new avenues, so making the right choice is essential.
At Creative Fire, we help our clients meet their ambitious goals by being:
Friendly and approachable
With each new client relationship, we take the time to get to know you and what really makes you tick. At Creative Fire, we strongly believe thatbreaking down barriers to communication is the only way to really understand your company, so we treat everyone we work with like friends.
Like all good friends, we pride ourselves on remaining trustworthy and approachable, so you can chat to us about whatever may be going wrong. Like the best of friends, we’ll work hard to address your branding or communications issues using our comprehensive skillset.
Honest and open
An honest, open dialogue is necessary so we can get to the core of problems and solve them efficiently. We know how daunting it may be to discuss your company with an outside party, which is why we help make it simple, keeping channels of communication open throughout the time you work with us.
Whenever a problem arises, we strive to be your go-to people to call and have the communications know-how to get things fixed.
We’ve developed a three-stage process, which is comprised of an initial consultancy (during which we identify your strengths and weaknesses, and find out more about the company), before conducting ample research into both your existing design strategy and competitors. Following these stages, we will then develop concept designs which are drawn from your brief and our findings, carefully keeping your objectives in mind throughout the process.
As may have become evident from our other attributes, at Creative Fire we are big problem-solving people! We are able to see whatever dilemma you are facing from multiple angles and will work closely with you to find the most creative and effective way through. Interested in working with us?
Creative Fire is an award-winning design agency based in Essex. We’re always happy to arrange an informal discussion of your business goals and challenges, helping you forge ahead with a more cohesive brand and a more effective strategy.
Digital content has been growing stronger in the last few years, but 2020 saw a rapid acceleration as the global pandemic keeps many of us behind doors. In this climate, digital becomes more important than ever before, as both a tool for businesses to gain(and retain) custom and as a crucial means of ongoing communication and connectivity.
The digital difference
Digital has not only helped transform many businesses but allowed them to stay afloat during a trying time for all industries. While some are already accustomed to remote working, others have had to quickly adapt to a new way of communicating. The same principle applies to their means of communicating with customers. Many businesses are already aware of how important it is to keep a strong online presence, and lots have also begun adding extra digital elements to their offering. However, the Covid-19 pandemic has suddenly shown the strong divide between those businesses which take their digital seriously, and those which are still playing catch-up.
How can I use digital content for my business?
There are several key focus areas which any savvy business owner can look at when transforming their own company into an effective digital operation. Before making any changes, it’s essential to understand why they’re being made. This will help eliminated wasted spending at a time when few companies can afford it. Effective strategies include:
Blogging has come a long way since its earliest days, and today blogs and articles are the cornerstone of many great digital strategies. Whether long-form or short, a blog with bite will help you position yourself as a market leader, introduce your customers to thrilling new ideas, or simply keep them informed about the latest happenings at the HQ.
Video continues to gain traction as an accessible way of appealing to your audience, and it’s also fantastic for boosting your search potential. In addition to traditional video, you could also go for live streaming or cultivating a YouTube presence –all fantastic methods to diversify your digital media.
SEO (search engine optimisation) is still a crucial part of any digital content strategy and will help form the content you create.
Ready to broaden your digital horizons?
Creative Fire is an award-winning marketing and design agency based in Essex. We’re on hand to help you solve all your digital problems, delivering an expert service tailored for every area of your communications strategy. Get in touch with us today to discuss your unique requirements.
Right now, you may not feel much like rebranding your business. With the Covid-19 pandemic continuing to rage on and many companies clinging to their existing branding, customers and processes, such a time of crisis could however bring with it some unexpected benefits. In the chaos of 2020, it would be easy to overlook your branding needs, but this is a time when you could almost certainly benefit from taking a closer look and carrying out a thorough assessment.
Your brand is new
Newer brands, with limited baggage holding them down, will certainly place themselves at a competitive advantage by assessing their branding early on. It is never too early to establish a strong brand identity, and current circumstances may have even helped you understand where your strengths and weaknesses lie as a company, which can then be translated into sparkling branding.
Your brand has been restructured
Whether you’ve been part of a major acquisition/merger or are simply undergoing some critical new shifts in the way the business is run, recruiting an award winning design agency will help you say what you need to say through your branding. Companies going through this process will likely want to highlight the new benefits and skills this merger or acquisition offers, and branding is a fantastic route to doing just that.
Your branding is outdated
It is tempting to cling to your existing branding, particularly if it has served you well in the past. However, a new decade and a challenging year may call for a new look, particularly if you find your company is taking a different direction to the way things were prior to the pandemic.
Brands in disruptive industries have to reassess their communications strategy (and their branding) more regularly, to keep on top of the competition. After such a strange few months, you may find it is time to rework some things you previously considered cornerstones of the company. For those unsure about whether their brand and their offering still match, it may be wise to seek outside expertise who will be able to provide an unbiased viewpoint. Ready for a rebrand? Should you decide your branding is looking a little rough around the edges, we’re on hand at Creative Fire to help you make the beneficial changes you need. Get in touch withus today for an informal chat about your project.
The human eye can see millions of colours. They are all around us and influence us constantly, playing a pivotal part in triggering our actions and on a daily basis, responsible for various behaviours and decisions we make.
The use of colour, is not just about making something look pretty, it’s about the reaction it evokes. Sir Isaac Newton developed the first circular diagram of colours in 1666. Whilst it has evolved and been adapted over time, the colours within this spectrum have always resonated with us on different levels.
In the world of brand identity, colour psychology is involved in everything. The key to success is not only to understand what each colour means from a psychological perspective but learning how to inspire, invigorate and engage your target market. Colour plays an essential role in creating a strong first impression for your customers. But crucially it’s not a case of one size fits all; colour psychology isn’t an exact science. Individuals will emotionally respond in different ways depending on diversities in culture, taste and association so perception can vary.
Image credit: Huffington Post
Passion, youthfulness, energy, power, strength, excitement, desire, boldness
Red offers diversity and can take on a variety of meanings though the unifying factor is the sense of importance. It is a colour best used cautiously. Due to its attention-grabbing properties, it’s a priceless tool in the world of promotion but used excessively it will inhibit relaxation.
Courage, confidence, friendliness, success, innovation, cheerfulness, creative, enthusiasm
Orange is a colour that doesn’t hold back. Used correctly, it can stand out in a crowd. It focuses our minds on issues of physical comfort and sensuality. As its intermediate positioning between red and yellow, orange combines the reaction between the physical and the emotional.
Brightness, optimism, friendliness, joyfulness, warmth, energy, clarity, creativity
As the colour of the sun, yellow creates an energetic vibe. It is able to stimulate and revitalise and it’s therefore easy to understand why it evokes feelings of optimism and clarity, lifting our spirts and self-esteem. Whilst lighter shades play on the happiness aspects associated with summer and sun, darker shades add more weight giving a sense of antiquity. Used incorrectly through and it can represent warning and raise levels of anxiety.
Freshness, environment, health, healing, peacefulness, growth, renewal, harmony
Being the centre of the spectrum, green is the colour of balance. It is the bridge between the stimulating, warmer colours such as red and orange and the calming, cool colours of blue, offering reassurance and an air of stability. It provides a serene and peaceful tone, conveying the idea of growth but used in the wrong way it can indicate stagnation and blandness.
Tranquillity, security, integrity, strength, trust, intelligence, masculinity, dependence
Blue offers much versatility, suggesting trust, evoking calmness and safety as well as being socially friendly and inviting. With its ability to offer more range than other colours, there are contrasts in what it can represent at opposing ends of the scale. Light blues generally have a refreshing and energising personality, calming the mind and aiding concentration. Whereas dark blues are much more sombre, pointing towards security and trust stimulating clear thought.
Spirituality, luxury, creativity, wealth, vision, imagination, truth, wiseful
With its historical association with royalty, purple represents luxury and is an effective way to create the sense of elegance and high-end appeal. It conjures images of grandeur and opulence, activating the imagination to provide an experience beyond the ordinary. It carries with it a sense of wisdom and takes awareness to a higher level of thought. Lighter shades bring to mind a spiritual and sensual essence whilst darker shades can suggest mystery and intrigue.
Healthy, nurture, happiness, femininity, sweet, compassion, playfulness, sexuality
Pink is stereotypically targeted towards the female market but if its use is over accentuated, it can become emasculating, losing its intended effect. Whilst the neighbouring red stimulates, pink meanwhile offers a sense of soothing and nurturing. It can also link towards innocence and works well both visually and psychologically with red and purple.
Earthy, outdoors, longevity, conservative, comfort, stability, seriousness, nature
Under the right circumstances, brown can be an effective branding colour. It is a primarily organic natured colour associated with earth and trees. When utilised in muted tones, it can produce a classier, more human emphasis. In addition, with its hues of red and yellow as well as its inclusion of black, it can offer similar yet more forgiving and less suppressive elements of seriousness. It is a solid, reliable colour that is found to be quietly supportive.
Elegance, class, protection, mystery, sophistication, substance, glamour, safety
Black adds an air of sophistication and elegance with a very bold confidence. Creating protective barriers, it absorbs energy, enshrouding personality. It is another example that offers diversity; on one hand can appear menacing and even instilling fear but on the other it provides absolute clarity and uncompromising excellence.
Goodness, innocence, purity, freshness, ease, clean, sterility, simplicity
While black is the absence of light, white is the literal opposite and the two polar contrasts often work perfectly in unison together. By reflecting light, psychologically it can create barriers but also provides purity and cleanliness. Visually it creates a heightened perception of space.
Security, reliability, intelligence, solid, neutrality, balance, calm, stability
Intermediately positioned between black and white, grey exudes neutrality. It therefore lacks sensation and often doesn’t excel as a primary colour in branding. It is the only colour that has no direct psychological properties and unless it is used right it can compromise other colours it is used with. However, alone it can exude traditionalism and professionalism, suggesting intelligence and reliability.
Key considerations for colour usage in branding
Consider the market you are targeting and understand their preferences. Genders, cultures and ethical diversities can make a considerable difference. Also evaluate your product or service and identify the links between them and your target audience.
Look at your brand history, it’s positioning and personality. How do you want your customers to perceive you? Look at relevance within your industry and understand what is appropriate and what isn’t.
Use colour that matches the emotions and characteristics that your brand is trying to portray. Look at your value proposition and see if it resonates with any specific colours. Think about the associations that people are most likely to make.
Research your competition and see how they position their branding. It can be tempting to roll with the clichés but it is better to stand out than blend in. But instead of just selecting the brightest shade, examine what works best between your customers and your products.
Think about how you can portray yourself in an authentic way using colour in your branding. It is important to remain authentic as customers often act with intuition when they see a brand and if the colours don’t connect effectively, they may go elsewhere.
In order to solidify the image of your brand in your customers’ minds, it is crucial that colour usage in your brand remains consistent over time. This can be ensured through development of brand guidelines.
To summarise, colour usage in branding can have a significant impact on how well you are able to convey your branding message and connect with your target audience. Underestimating the psychology of colour in branding can have a devastating impact. There’s much more to consider than just personal preference so before you launch your brand, take a step back and evaluate the implications of your options. By investing time in the consideration of your options, you’re much more likely to end up with something that resonates with the audience you are aiming it towards and will pay dividends in the long run for your business.
When it comes to deciding on who you’re going to approach to design and produce the branding and marketing material that you inevitably require to help give your business its best chance for growth and success, where do you start?
Nowadays, through the evolution of technology, there is a saturated presence of design agencies all competing with one another and it can often become somewhat overwhelming to know where to begin. They all have their own value proposition, promoting why they think their offering is superior to the competition. But there is one factor in particular that we’d like to highlight in this article; size.
Tall oaks from little acorns grow
It takes a lot of dedication and hard work to grow a business, that goes without saying. Within the creative industry, the larger design agencies will have a workforce possessing just about every relevant job title you can imagine. They will have specialists in each department with intricately honed skills that make them highly proficient in a range of key areas for their role. But does this setup necessarily make it a better proposition than a smaller agency which regularly sees its staff multitasking and stepping outside their standard remit of responsibilities?
With over 35 years of industry experience between them, Creative Fire’s two founding partners have had the fortune of experiencing first hand the operations at both ends of the spectrum. Whilst a studio with 100+ staff can give a design agency status and help to give an indication on its success as a thriving business, with so many links in the chain to take a project from brief through to realisation, communication can suffer breakdowns which can in turn compromise the delivery of the end product. From experience of working at some of the leading branding agencies in the UK, we have identified that information fed through from a client can be interpreted differently and specific key criteria can be neglected depending on the knowledge and understanding that a particular individual has. Whilst we must not ‘tar everyone with the same brush’, a pedigree project manager, being the front of house, face of the company may typically prioritise in ensuring that requested deadlines are met and they may overlook the technical limitations and implications to what a client has requested. Such a drawback can delay and inconvenience proceedings, damaging long standing reputations and in the worse case scenario cost a client financially. At the same token, a designer may not possess the polished manner that a project manager would have spent years perfecting in how they present themselves to the client which doesn’t cast the company’s image in the best light.
Deliver on your promises simply and painlessly
Granted you can’t be a master of all trades; if it were that easy we’d all be sipping Dom Perignon from the top deck of a yacht in Monte Carlo but that’s not to say that we can’t identify and utilise the top line, key skills that are required to ensure that a client always receives their product on time, on brief and with minimal fuss. They’re not interested in the square footage of your office space or how you’re just about to open your fifth office in Europe. The sole fundamental factor to them is simplicity and that you can deliver on your promises in the most straightforward and painless way possible.
At Creative Fire, we created an agency that focuses on putting our customers first through streamlining the design journey by amalgamating stages and refining processes. In doing so, our designers are on hand to guide them through this journey from the very beginning to the very end. Furthermore, our clients have often stated that by dealing solely with the creative through the duration of their project, it provides clarity and confidence, safe in the knowledge that they know there is no risk of information getting lost in translation as it gets fed through from one department to the next.
We are not defined by departments. Our designers are hybrids, skilled on a multi-disciplinary level. By keeping our overheads tight through streamlining and avoiding these phases that we consider to be obsolete, it also means that we can strip back our costs therefore offering a much more cost effective service to our customers. Larger agencies often use their status to justify inflated fees. We simply do not do that.
The one remaining aspect that determines the efficiency of an agency is how quickly they can act to deliver. By removing links in the metaphoric chain that is required to ensure your vision to be realised, we are able to deliver our projects to our customers faster. Rather than a brief being passed from one department to the next, there is just one handover; from the customer to the designer. In turn, we have managed to perfect a blend between quality, value and speed.
We’re not just another small time, local provider of design solutions. The market is inundated with young pretenders claiming to have the answer to your branding or marketing needs, often with poorly considered strategies. We may be small but what we lack in size, we make up for with our big agency mentality and have the experience to cover that. It’s a little bit like panning for gold; by sieving out all the stones and dirt, you’re left with (if lucky) a golden nugget – and that’s what we’ve done with Creative Fire.
The success of business is fundamentally built on the foundations of brand awareness. The ability for us to mentally note a brand and lock that snapshot away in the memory bank to be able to identify it indefinitely is what enables it to thrive; through marketing campaigns we develop a familiarisation with brands and providing we are able to connect with them, we learn to trust them.
But even with the most established of worldwide brands, how accurately are we able to remember them from memory? You would imagine with such high profile, blue-chip examples, there is so much opportunity to see them each day meaning that remembering the simplest of details would be a foregone conclusion. But it is not as straightforward as you may think. Based on the results below, it’s more challenging than you would imagine to memorise these ubiquitous emblems.
Through research undertaken by Signs.com, we take a look at six international brands that can be considered as household names in the UK; Apple, Ikea, Adidas, Burger King, Dominos and Starbucks. These are prime examples of businesses who through growing reputation and success, continue to maintain a solid marketing drive, consistently ensuring that their brand is universally never far from the forefront of our minds.
When it comes to the manifestation of a brand, there are many factors to consider; shape, colour, typeface and all the unique little touches that are used to give it personality. It’s unsurprising to see that the brandmarks with the most accurate recreations are the ones with the simpler appearances. But in the more complex examples used,
recalling all of this information is not as straightforward as you would expect. As Sherlock Holmes once said, we “see but do not observe.” In the context of this article, we remember just enough of a brand’s appearance to be aware of its presence but recalling the finest of details is not necessary for us to be brand aware. But why aren’t we able to do this? Despite seeing something many times, we fail to create a lasting memory of it; this is something that has been dubbed “inattentional amnesia”. It is evident that one of the stronger areas we are able to recall is colour. Even with an example like Burger King with its trio colour palette, an added complexity like this doesn’t cloud our memory quite as much as you would expect. In contrast, we are weaker at retaining memory on a brandmark’s shape; in the case of Starbucks, remembering the intricate details of the iconic mermaid are a step to far for many.
Ultimately, the goal with branding is to find the sweet spot between something that can be easily remembered whilst being distinctive enough to ensure that it doesn’t just blend in with the competition. With the experiment that Signs.com conducted, it proves that even with the most established of brands, human biology stands in the way of us having the ability to create a photographic memory of them so limitations will always exist.
The logo, identity and brand of a company are often confused, misunderstood and used interchangeably. All are connected and associated with one another but it is important to realise that they are also all very different. If you imagine your business in the image of a person, we can help to explain the fundamental differences between each of them.
What is a logo?
A logo is the face of your company. It identifies your business in its simplest form. It will usually consist of textual and/or graphical content and should be created using a specific colour palette. A logo can also be referred to as a brand artefact. Determined by any sensorial cue used to project the relationship between you and your audience, brand artefacts come in all different forms. A logo is in its visual form. As it is the first connection you will make with a potential customer, it sets a first impression. It should also symbolise the values, quality and promise that you as a product or service offer. But beyond this, there are many other aspects that form your brand.
What is an identity?
An identity is the visual presentation for your company, communicated through a collection of tangible expressions. This could be through collateral such as stationery, brochures and signage. There may also be written content such as your key messages and mission statement.
For a logo to become more than just a graphic device, it must acquire meaning in the mind of the consumer. An identity is formed of the physical aspects of the business that the customer engages with. It is what the customer comes directly into contact with. The identity is an extension of your logo; multiple assets that can be presented in the same way. It is the expression of what your organisation stands for.
What is a brand?
A brand is far more than a name, logo or symbol, it is the personality of your company and it is ultimately what forms the relationship between your service or product and the consumer. It forms the foundations of your business and is the basis of a logo and an identity, a concept of your business that makes it different from the competition. It also provides your customers with an experience, encompassing expectations, personality and perception. If a logo is present without a brand, once the visual symbol is removed, the business is unrecognisable. A consumer’s relationship is rarely with your product but with your brand. It is there to evoke emotion to help them build an attachment with it.
Connecting All Three
If a brand is the relationship, then a logo is a projection of that relationship, but as we have covered already, a logo is just one form of brand artefact.
The challenge is to find artefacts that tell your story and engage people in a familiar and meaningful way. That means ensuring that when consumers engage with them, they are consistent in their appearance, use, size, scope, colour, feel, etc. Consistency allows your audience to build a memory structure around who you are and what value you have to offer.This memory structure becomes the identity of your organisation.
It is important to create shared value with your audience, not by trying to stand out with just a logo alone. It must be connected to something much bigger than itself – the relationship.