How Consistent is your Branding in the Digital Space?

Branding is important for businesses of all sizes, as every business needs an identity. It’s all about perception, the way in which a company projects itself reflects everything it stands for and includes not only the company name and logo but also brand messaging. Familiarity with a brand through consistent messaging creates loyalty, expectation and company credibility.

Consistency across all touchpoints makes a brand instantly recognisable and therefore creates more impact and the ability to stand out in the crowd’.

According to Econsultancy CEO, Ashley Friedlein,

“Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception.”

Brand Messaging

Brand messaging is a way of communicating your brand’s personality, it is a means of communication between you and your customers. It tells your unique story and proposition which in turn can inspire, motivate and create relationships. Its what the public can relate to, your message encourages familiarity and confidence in your brand, its a powerful tool for drawing people in.

What is a Proposition?

A business’s brand identity is often built around a company’s Unique Selling Proposition (USP), which distinguishes it from its competitors.

Emotions play a large part in the decisions we make, therefore a good proposition will reflect the emotions of your target market.  It highlights the benefits of doing business with you and taps into the beliefs, needs and values of your customers. It’s also an important element of not only your overall branding and where you sit in the market place but emphasises what your company stands for.

An effective brand message should be based on the following:

Customer-Centric – a good message is based on knowing your market, knowing your customers, what they want, how they feel and the language they use.

Benefits – what’s the reward? What can your brand provide that is of use to the customer.

Tone of Voice – this should depend on the character and nature of your business and the intended audience.  Speaking in the wrong tone will certainly not help your marketing efforts. Here are four common examples used by marketers:

  • Empowering & Uplifting – based on improvement, inspiration, motivation.
  • Friendly & Informative – helpful tone & explanatory.
  • Professional & Ambitious – thought-leader, academic.
  • Wacky & Non-Traditional – excitement, suspense, thought evoking.

Check for Consistency

Think about the online platforms you use to promote your business, where do you place your ads, what forums and groups do you use, is the brand consistent across them all? A quick Google search of your company name or branded product should bring up a list of all the places where your business sits on the web. 

McDonald’s is a great example, their logo, colours, tone of voice and imagery is consistent wherever the brand can be found. The familiarity is now so ingrained in the minds of the public, that the M sign on its own is enough to identify the company and is synonymous with the brand and what it stands for. This consistency in branding is one of the reasons for its success.

Other elements to consider when establishing consistency guidelines for your branding are:

  • Company and product logos
  • Brand colours
  • Slogans and straplines
  • Content type and style
  • Imagery
  • Fonts

Need some help with your branding? Why not get in touch.

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Business Productivity and the Cloud

High Speed Broadband is now an integral part of the UK’s push to become a leading knowledge economy, how could your business benefit from the use of high speed broadband and Cloud computing?

 

So what do we mean by the Cloud?

 

In the simplest terms, cloud computing means storing and accessing data and programs over the Internet instead of your computer’s hard drive. Examples of this may be Google Drive, Microsoft 365 or Apple I Cloud.

 

In the UK Broadband Study of 2013 improved productivity was one of the areas outlined as one which could help business. How could cloud computing help make your staff more productive? The UK Broadband study found that nationally a 2% reduction in commuting  would lead to a reduction of some 2.3 billion kilometers per annum this in turn would make essential journeys quicker and more productive.

 

Do you need to attend every meeting in person? Using webinar and meeting tools could see a 9% reduction in business travel reducing business mileage by 5.3 billion kms per annum.

Above we have provided you with just a few interesting statistics as to the beneficial effects of using Cloud there are many others, so let’s summarize the main benefits:

Flexibility

You can work from anywhere as long as you have access to the internet , which for example can be through your phone, tablet ,computer or Chrome Book and is what we ‘call off premises IT.’   Telecommuting means that your office can be anywhere you want it to be!

Enables real time information and shared access.

You can work with others on a document at the same time.  You can even see what the other person is doing as it happens. There is no longer the need to keep passing information backwards and forwards.

Low cost

There is normally no initial start up cost and the majority are pay as you go.  There is also no need to invest in expensive in-house servers and software, all is provided for by the service provider

Suppliers responsible for the infrastructure

Management such as security and updates are provided for at no extra cost by the suppliers who invest heavily in an experienced and knowledgeable workforce, in order to enable them to be key players in what is a growing competitive market. For example if you are using Google Apps everything is provided by Google and hosted on their powerful and secure servers.

Disaster management and protection of data

If  in the case for example of a fire, flood or theft, data will not be lost and still accessible.  Therefore causing less disruption to business and the peace of mind in knowing that data will be safe.  Cloud also eliminates the need to have to back up files or download to a server.

Let us know how Cloud computing has impacted on your business?

In such a complex area it is always good to know an expert we would suggest Phil Oakley at Outserve  http://www.outserveweb.co.uk/

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Philip Oakley - a specialist in productivity and the cloud

Philip Oakley – Cloud Computing Expert

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