Tag Archives: communications
Design is often thought to be a subjective process, yet how does this work when it comes to branding for your business? Your target audience is key to your marketing success, so building a brand on your personal tastes and feelings alone won’t necessarily work. So, does there need be a balance of subjective and objective thinking? Let’s explore this concept below.
Balance subjective and objective thinking
Developing your brand is incredibly important and it’s easy to be led by your own preferences, but in fact, one of the biggest mistakes you can make is to create a brand identity that suits only your own tastes. Whilst design should be influenced by your personal values and opinions, you’ve got to keep in mind the audience who you’re trying to target. Their tastes could be the total opposite to yours, so a purely subjective approach won’t suffice.
Always listen to your clients
Let’s look at some examples of where this might happen. Joe Bloggs is a 45-year-old male who runs a children’s play centre. Sam Space is a 30-year-old female who runs a Stag Do activity service. John Doe is a 52-year-old male who owns a women’s skincare range. Based on gender and age alone, what do you think would happen if they let their own tastes lead the development of their brand’s visual identities? This is where design has to become objective. If these individuals want to develop a brand that resonates with their target audiences, they’re going to have to work on branding that isn’t necessarily influenced by their own feelings or opinions. Your branding and the way you communicate it visually is there to serve the purpose of attracting new business. It’s got to get your audience engaged. So, as the business owner, or as anyone else representing the business, your own tastes become irrelevant because the opinion that truly matters is that of your customers.
Research, research, research
A key part of the process when we work with clients is to research their target audience and explore their competitors, in order to establish how we can transform their brand into a market leader. We often find that it’s helpful if you share your brand identity with a variety of different people, each with their own demographics, and get them to critique it. This is a good way to see how it’s viewed by different individuals and whilst you’ll find the feedback varies, it’s a key part of getting your branding spot on.
Remember that good design and branding is about successfully communicating ideas into real forms to an intended audience. At Creative Fire, we want to try and marry your values and personality with the needs of your target audience so that we can create a brand that will truly resonate with them. We want you to love your brand, but together we can balance the subjectivity of design with a little bit of objectivity too.
If this sounds good, get in touch with us today for an informal chat about your project!
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.
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June 17, 2021 Why Design Isn’t Altogether Subjective