Category: General

The Power of Brand Archetypes
HAVE YOU EVER WONDERED WHY SOME BRANDS SEEM TO HAVE A PERSONALITY OF THEIR OWN?

Well, that’s because they are built on the foundation of brand archetypes, which have a rich history that spans back to the days of Carl Jung’s work in the early 20th century.

But it was Dr Carol S. Pearson who brought them into the branding world with her ground-breaking book “The Hero and the Outlaw,” written with Margaret Mark. She showed how brands could connect with consumers on a deep emotional level by aligning with these archetypal themes.

Today, brand archetypes are a popular approach in marketing, with brands in various industries using them to create compelling brand stories that resonate with their audiences.

It’s all about establishing a unique brand personality and forging meaningful connections with consumers by tapping into their emotions … but where do you start?

Here’s our coop crib sheet for each of the 12 core brand archetypes to get you started:

The Outlaw is about rebellion, breaking the rules, and standing out. If you want to create an edgy, daring, and unapologetically unique brand, this archetype is the perfect fit.

The Outlaw embodies the spirit of non-conformity and boldly, confidently, and daringly shakes things up. It’s a brand that doesn’t play by the rules but challenges them and creates its own path.

Personality traits:

Rebellious, independent, daring, unconventional, exciting.

The tone of voice: 

It’s provocative and even a bit controversial. It’s not afraid to speak out against the establishment and question the status quo. The tone is bold, confident, and sometimes even confrontational, with a “take it or leave it” attitude.

Colours: 

Think dark and bold hues. Black, red, and deep purple are some common colour choices. Introduce metallics to your palette as well!

Brand Examples: 

Harley-Davidson, Virgin Atlantic, Red Bull, BrewDog, Superdry

The Innocent Brand Archetype

The Innocent archetype embodies optimism, purity, simplicity, and sincerity. Brands that represent The Innocent archetype are often perceived as trustworthy, genuine, and kind-hearted. They inspire a sense of joy, wonder, and nostalgia in their customers.

Personality traits:

Optimistic, cheerful, idealistic, naive, playful, carefree.

The tone of voice:

Positive, uplifting, heart-warming, authentic and sincere.

Colours:

Think pastels – baby blue, soft pink, mint green – or you can go with bright colours and white!

Brand Examples: 

Coca-Cola, Disney, Dove, Innocent Drinks, Cadbury

The Magician Brand Archetype

This archetype is all about harnessing the power of transformation, creating a brand that inspires awe, intrigue, and a sense of wonder. Brands that embody The Magician archetype are often perceived as innovative, visionary, and captivating.

Personality traits:

Intelligent, creative, mysterious, influential, transformative.

The tone of voice:

The tone of voice for The Magician archetype is typically mysterious, intriguing, and charismatic. It conveys a sense of mastery, wisdom, and enchantment. The language is often poetic, evocative, and thought-provoking as if casting a spell on the audience. It’s about creating an air of mystique and allure that captivates the imagination.

Colours:

Think dark purples, royal blues, rich reds, and mystical greens. These colours evoke a sense of mystery, transformation, and power, creating an aura of enchantment and allure.

Brand Examples:

Disney, Google, Tesla, Apple, Lush

The Hero Brand Archetype

This archetype is all about courage, determination, and triumph over adversity. It’s the brand that inspires action, empowers its customers, and embarks on a journey to overcome challenges.

Personality traits:

Assertive, courageous, confident, ambitious, inspiring

The tone of voice:

The tone of voice for The Hero archetype is typically bold, confident, and inspiring. The language used is often action-oriented, motivational, and empowering. It’s about encouraging your audience to take action and achieve greatness.

Colours:

Think reds, oranges, and yellows. These colours evoke a sense of power, bravery, and confidence, creating an aura of action and strength.

Brand Examples:

Nike, BMW, Duracell, David Lloyd Leisure, Virgin Atlantic

The Lover Brand Archetype

This archetype is all about passion, desire, and connection. It’s the brand that ignites emotions, evokes sensuality, and creates deep relationships with its customers.

Personality traits:

Passionate, romantic, sensual, alluring, seductive.

The tone of voice:

The tone of voice for The Lover archetype is typically sensual, emotive, and evocative. It conveys a sense of intimacy, desire, and emotional connection. The language used is often poetic, alluring, and captivating. It’s about appealing to the senses and creating an emotional bond with your audience.

Colours:

Think reds, pinks, and purples. These colours evoke a sense of intimacy, desire, and romance, creating an aura of sensuality and passion.

Brand Examples:

Victoria’s Secret, Chanel, Haagen Dazs, Jo Malone, Godiva

The Jester Brand Archetype

This archetype is all about humour, wit, and spontaneity. The brand brings joy, laughter, and entertainment to its customers.

Personality traits:

Funny, playful, light-hearted, entertaining, irreverent

The tone of voice:

The tone of voice for The Jester conveys a sense of playfulness, light-heartedness, and fun. The language is often full of jokes, puns, and witty remarks. It’s about creating a joyful and entertaining experience for your audience.

Colours:

Think bright primary colours – yellows, oranges, and greens – and even black works well for The Jester. These colours evoke a sense of energy, joy, and playfulness, creating a vibrant and dynamic aura.

Brand Examples: 

Old Spice, Ben & Jerry’s, M&Ms, Marmite, Innocent Drinks, Moonpig

This archetype is all about being down-to-earth and approachable. It’s the brand that represents the everyday person, understands their needs, and provides solutions that are relatable and accessible.

Personality traits:

Relatable, down-to-earth, approachable, trustworthy, dependable

The tone of voice:

The tone of voice for The Everyman conveys a sense of approachability, authenticity, and empathy. The language used is conversational, relatable, and free from jargon. It’s about creating a sense of connection and understanding with your audience as if you’re speaking to them as friends.

Colours:

Think neutrals, earth tones and muted tones. These colours evoke a sense of familiarity, simplicity, and reliability, creating a sense of comfort and approachability.

Brand Examples: 

IKEA, eBay, Tesco, Marks & Spencer

The Caregiver Brand Archetype

It’s the brand that takes care of others, shows empathy, and promotes well-being. They show genuine concern for the well-being of their customers, provide solutions that address their needs, and create a sense of emotional connection and trust.

Personality traits:

Nurturing, compassionate, caring, supportive, helpful.

The tone of voice:

The tone of voice for The Caregiver archetype is typically warm, compassionate, and empathetic. It conveys a sense of caring, nurturing, and understanding. The language used is gentle, kind, and comforting. It’s about creating a sense of trust and comfort as if you’re providing care and support to your audience.

Colours:

Think pastel tones, light blues, pinks, and greens. These colours evoke a sense of comfort, compassion, and tranquillity, creating a soothing and caring atmosphere.

Brand Examples:

Boots, NHS, Johnson & Johnson, UNICEF, Dove

The Ruler Brand Archetype

The Ruler archetype embodies leadership, authority, control, and confidence traits. Brands that represent The Ruler archetype are often perceived as powerful, influential, and commanding. They set the standards, establish rules, and exude a sense of control and direction. They inspire confidence and trust in leading and guiding their audience towards success.

Personality traits:

Powerful, authoritative, sophisticated, dignified, elegant.

The tone of voice:

The tone of voice for The Ruler archetype is typically authoritative, confident, and commanding. It conveys a sense of power, control, and assertiveness. The language used is firm, decisive, and influential. It’s about establishing yourself as a leader in your industry and inspiring confidence and trust in your audience.

Colours:

Think deep purples, rich blues, silver, black and metallic golds. These colours evoke a sense of power, authority, and luxury, creating an impression of sophistication and exclusivity.

Brand Examples:

Rolex, Mercedes-Benz, The Ritz, Bentley, Microsoft

The Creator Brand Archetype

This archetype is all about innovation, creativity, and inspiration. It’s the brand that brings new ideas to life, pushes boundaries, and fosters self-expression. Brands that embody The Creator archetype are often perceived as cutting-edge, artistic, and unique.

Personality traits:

Intelligent, creative, innovative, original, imaginative

The tone of voice:

The tone of voice for The Creator archetype is typically imaginative, visionary, and inspiring. The language used is expressive, artistic, and thought-provoking. It’s about inspiring your audience to think differently and embrace their creativity.

Colours:

Think of bright and unconventional colours that capture attention and evoke a sense of artistic flair. These colours convey a sense of creativity, originality, and inspiration. White is also a great primary brand colour, with a bright secondary palette to help tell your story!

Brand Examples: 

Apple, Adobe, Lego, Dyson, Nike

Brands that embody The Sage archetype are often perceived as trusted sources of knowledge, offering valuable insights and guidance. They are known for their depth of expertise and their ability to provide reliable information. They inspire confidence and are seen as authoritative figures in their industry.

Personality traits:

Wise, knowledgeable, intelligent, insightful, experienced

The tone of voice:

The tone of voice for The Sage archetype is typically wise, knowledgeable, and authoritative. It conveys a sense of expertise, insight, and reliability. The language used is informative, precise, and educational. It’s about sharing knowledge, providing guidance, and offering valuable insights to your audience.

Colours:

Think muted and earthy tones – blues, green, white – that convey a sense of wisdom, maturity, and reliability. These colours represent a sense of stability, trustworthiness, and expertise.

Brand Examples:

Google, The BBC, The Guardian, National Geographic, Harvard

The Explorer Brand Archetype

The Explorer archetype embodies curiosity, adventure, independence, and discovery. Brands that represent The Explorer archetype are often perceived as trailblazers, pushing boundaries and inspiring others to explore the world around them. They are known for their adventurous spirit, enthusiasm for discovery and passion for new experiences. They inspire a sense of wanderlust and ignite the spirit of adventure in their audience.

Personality traits:

Adventurous, curious, independent, free-spirited, optimistic

The tone of voice:

The tone of voice for The Explorer archetype is typically adventurous, daring, and inspirational. It conveys a sense of excitement, curiosity, and freedom. The language used is exploratory, enthusiastic, and motivating. It’s about encouraging your audience to step outside their comfort zones, seek new experiences and embark on their adventures.

Colours:

Think greens, blues, yellow and earthy tones, vibrant hues, and wilderness-inspired colours that evoke the spirit of adventure and discovery. These colours convey a sense of freedom, excitement, and exploration.

Brand Examples:

Patagonia, Jeep, The North Face, Airbnb, National Geographic

Which Brand Archetype are you

To determine which brand archetype you are, you need to consider your brand’s values, personality, and target audience. For example, if your brand is all about being playful and carefree, you might be the Innocent archetype. You might be the Hero archetype if your brand is about being strong and courageous.

It is also important to note that a brand can embody multiple archetypes. For example, Nike could be seen as a Hero and a Creator. Nike is a solid and aspirational brand that inspires people to be their best selves. But it is also a brand constantly innovating and creating new products and experiences.

And remember, the brand archetype is NOT the target audience. The target audience is the group of people the brand is trying to reach; it’s how the brand wants to be perceived by its target audience.

Let’s use Nike as an example again. They might target young, athletic people. However, the brand archetype is not “young athletic people.” The perfect brand archetype would be The Hero, as Nike wants to be seen as a brand that inspires people and helps them achieve their goals.

Once you’ve chosen a brand archetype, you can use it to guide your marketing and branding efforts. Here are a few tips:

  • Use the archetype’s values and characteristics in your marketing materials. 
  • Create a brand personality that reflects the archetype. This means developing a voice and tone consistent with the archetype’s values and characteristics.
  • Choose a brand story that is relevant to the archetype. The story should be something your target audience can relate to, which will resonate with them emotionally.
  • Use visual imagery that reinforces the archetype. This could include photos, videos, or other graphic elements representing the archetype’s values and characteristics.

We’ve developed a short brand questionnaire to help you discover your archetype. If you’d like a copy, then drop us an email.

Or, if you’d like help running a brand strategy session, we’d love to talk more!

Let's talk
REBRANDING 101
Rebranding is a significant step for any business; the process can be transformative and beneficial but has challenges. When contemplating a rebrand, there are lots to consider, so we’ve written a handy guide to help you:
WHEN SHOULD YOU CONSIDER A REBRAND?
Company Evolution

If your company has outgrown its current brand due to changes in its offerings, target audience, or business strategy, consider rebranding.

Mergers or Acquisitions

If your company has recently merged with or acquired another company, a rebrand may be needed to unify the brands and present a cohesive brand identity to your customers.

Changing Markets

If your target market has shifted or the competition has increased significantly, a rebrand can help you remain relevant and competitive.

Negative Publicity

If your brand has been tarnished due to a scandal or poor reputation, a rebrand can help you distance yourself from the negativity and start fresh.

Outdated Image

A rebrand can bring it back to life if your brand feels outdated or needs to resonate with your audience.

Remember, rebranding is more than just changing your logo or name. It’s a process that involves reassessing your company’s values, vision, and message to ensure it aligns with where your business is heading.

WHEN TO AVOID A REBRAND
Recent Rebrand

If you’ve recently undergone a rebrand, doing so again too soon can confuse customers and damage trust. Frequent changes might lead your audience to perceive instability.

Strong Brand Recognition

If your brand already has a strong, positive reputation and high recognition in the market, a complete rebrand could risk diluting the equity you’ve built over time.

Solely for Novelty

Rebranding should be done for more than just for the sake of change or to follow a trend. A rebrand may be optional if your current brand aligns well with your identity, values, and target audience.

Financial Constraints

Rebranding can be expensive. If your business is facing financial difficulties, the cost of rebranding might outweigh the potential benefits.

Internal Resistance

A successful rebrand can take time and effort if your company has substantial opposition. Internal solid alignment and commitment are critical for a smooth transition.

Surface-Level Issues

If the issues lie in your business operations or product quality, a rebrand won’t fix these underlying problems. It’s more important to address the root cause first.

Maybe it’s better to make slight tweaks and improvements than to rebrand completely if the existing brand works well.

So you’ve decided to go for it … You’ve weighed up the pros and cons, and a rebrand is the best direction for the company.   Here’s our Rebrand Roadmap to help you through your journey:
1 – Set Clear Objectives

Identify why you’re rebranding and what you hope to achieve.

2 – Research Thoroughly

Understand your target market, competitors, and current brand perception.

3 – Involve Stakeholders

Engage employees, customers, and other stakeholders in the process.

4 – Define Your Brand Strategy

Determine your brand’s purpose, vision, values, personality, and positioning

5 – Create a New Visual Identity

Design a new logo, colour scheme, typography, and other visual elements.

6- Develop Brand Messaging

Write a new brand tagline, mission statement, story, and critical messages.

7 – Update Brand Touchpoints

You can apply the new branding to all business materials, including your website, social media, packaging, and physical locations.

8 – Plan the Launch

Develop a strategy for unveiling your rebrand to the public/industry audience

9 – Communicate the Change

Tell your brand story to your audience, explaining why and how you’ve changed

10 – Measure the Impact

Use key performance indicators to track the success of your rebrand over time.

 

Ready to hatch a new brand?  Let’s talk!

 

CLIENT SPOTLIGHT: TGS

We’ve been working with The Geological Society since 2019 and have produced various pieces of collateral for them from brochures and social media posts to flyers and videos.

Our latest two videos showcase the different styles that we can offer – a full storytelling video and an animated explainer video.

We worked closely with the client on the storyboard and script (design and written in-house) and we have created a TOV style and voice that features across all our videos.

Need help developing your story – let’s talk! 

HOW VIDEO TRANSFORMS STORYTELLING

LIGHTS, CAMERA, ENGAGEMENT!

In today’s fast-paced digital world, capturing and retaining the attention of consumers has become a formidable challenge for businesses. Amidst this evolving landscape, video has emerged as a captivating and highly effective medium for storytelling.  Here’s our take on why …

Enhancing Emotional Connection

Video uniquely elicits emotions and forges a strong connection with your audience. The combination of visuals, music, and narrative allows for a more immersive and memorable experience, enabling viewers to connect with your brand on a deeper level. By showcasing your story through video, you can evoke emotions, create empathy, and ultimately establish a lasting emotional bond with your target audience.

Showcasing Authenticity

In an era where authenticity is highly valued, video provides an unparalleled platform for showcasing the genuine essence of your brand. Through visual storytelling, you can bring your brand’s values, mission, and personality to life, allowing viewers to understand and resonate with your story on a human level. By embracing transparency and authenticity, video empowers your brand to build trust and credibility among your audience.

Maximising Engagement

One of the most significant advantages of video is its ability to capture and hold the attention of viewers. With the proliferation of social media platforms and the rise of mobile consumption, video content has become the preferred choice for users seeking engaging and easily digestible information. By leveraging video in your storytelling, you can effectively communicate your message, captivate your audience, and drive higher levels of engagement, leading to increased brand awareness and conversions.

Leveraging the Power of Visuals

Humans are inherently visual creatures, and video leverages this inclination by combining stunning visuals with storytelling techniques. Through compelling imagery, vivid colours, and carefully crafted cinematography, video has the potential to leave a lasting impression that mere words or static images often struggle to achieve. Using video lets you transport your audience into a world where they can experience your story, making it more memorable and impactful.

Amplifying Reach and Shareability

In the digital age, video has become a highly shareable and viral form of content. Platforms like YouTube, Facebook, Instagram, and TikTok have witnessed a surge in video consumption and user engagement. Creating compelling and share-worthy video content opens the opportunity for your brand’s story to be disseminated rapidly across social networks, reaching a wider audience, and potentially going viral. This amplification of reach can significantly boost your brand’s visibility, generate organic brand advocates and fuel exponential growth.

 

How is your business using video?  Need help to turn your content into a compelling video?  Let’s talk!
THE 10 COMMANDMENTS OF THE CREATIVE BRIEF

EVER WONDERED HOW TO WRITE A GOOD CREATIVE BRIEF?

HERE ARE OUR 10 ‘COMMANDMENTS’ TO HELP YOU CREATE A GREAT ONE THAT YOUR AGENCY (HOPEFULLY US!) WILL APPRECIATE … 
1. Project Overview

Set the stage by providing a concise summary of the project. Describe the company, the goals, and the context – think of it as the opening chapter that captures the essence of what lies ahead.

2. Objectives and Deliverables

Define the objectives of the project in clear and measurable terms. What do you aim to achieve?

Then specify the desired outcomes and the specific deliverables you’re after, whether it’s a logo, website, whole brand identity, brochure, video etc.

3. Target Audience

Time to dig deep into the minds of the intended audience and tell us everything you know.  Who are they, and what are their needs, desires, and preferences?  Send us your customer personas if you have them.

4. Brand Personality

Every brand has a personality, just like we do!  Describe the desired brand image and personality traits. Is it modern and edgy? Elegant and sophisticated? Playful and whimsical? The brand’s personality sets the tone for all your creative outputs.   If you’re unsure, then we can always help you define your brand personality … maybe have a read of our brand archetype blog for some inspiration.

5. Key Messages

Define the core messages that the design should convey. These messages should align with the brand’s values and resonate with the target audience. Remember, words have power!

6. Design Guidelines

Specify any existing brand guidelines, colour palettes, typography, or other design elements that should be incorporated. Send your guidelines, logos, assets if it’s the first project.

7. Competitor Analysis

If applicable, conduct a thorough analysis of your competitors.  This is especially helpful when working on branding projects – look at their visual identities and design approaches, what do you like, what don’t you like.  How do they talk to your customers – what can you/we do better?

8. Project Constraints

Outline any constraints that may impact the project, such as deadlines, budget limitations, or technical requirements. It’s better to acknowledge them from the start than be caught off guard later!

9. Communication and Approval Process

Let’s establish clear lines of communication from the outset and define the workflow for feedback and approvals. Clarify who the key decision-makers are, who needs to be part of the sign-off etc. to ensure a smooth and efficient collaboration throughout the project.

10. Timeline and Milestones

Time is precious – on both sides!  So, create a timeline that outlines the project’s major milestones, including design drafts, revisions, and final deliverable dates.

With these ten commandments you’ll possess the tools to develop a well-crafted creative brief – need help writing it?  Then let’s talk!

The power of colour

Colour can evoke so many different emotions and feelings, it can create associations, and can even influence purchasing decisions so no wonder it is a powerful tool in branding.

It can help companies communicate their message and values to their audience plus create a visual identity that is instantly recognisable and memorable.

Colour can be used to influence consumer behaviour as it has a profound effect on the way we think and feel. It can make us feel happy, sad, angry, or calm. It can also make us feel more or less hungry, more or less energetic, and more or less confident – so pick your colour wisely!

Different colours have different associations. For example, red is often associated with love, passion, and excitement, while blue is often associated with calmness, peace, and trust. These associations can be used to create a desired emotional response in consumers.

For example, a brand that wants to create a sense of excitement might use bright colours like red and orange. A brand that wants to create a sense of calm might use soft colours like blue and green.

Each colour has its own unique meaning and triggers and below we’ll explore the common colours used in branding:

RED

The Colour of Passion and Energy

Red is a bold and powerful colour that can evoke feelings of passion, energy and excitement.

It’s often used in branding to grab attention and create a sense of urgency. It can also be seen as a warning and can even evoke feelings of anger or aggression, so use it wisely!

Brand example – Coca-Cola

Coca-Cola has been associated with the colour red since the 1890s, symbolising energy, excitement and passion, which are all qualities that align with the company’s brand values of happiness and fun. Additionally, red is a highly noticeable colour that stands out on shelves, making it an effective way to attract attention and compete with other soft drink brands. You know the brand is there before you even see it!

Coca-Cola’s use of red has become so iconic that the colour is now synonymous with the brand. The company has used the colour in countless advertising campaigns, and even decorates its delivery trucks and vending machines in the trademark shade of red.

 

ORANGE

The Colour of Fun and Playfulness

Orange is a vibrant and playful colour that can evoke feelings of fun and energy.  It’s associated with warmth, happiness and excitement.

It’s often used in branding for products aimed at younger audiences, such as Fanta. The brand’s bright orange logo and packaging are instantly recognisable and help to communicate the brand’s fun and playful personality.

Another brand example – Orange (before it became EE)

Orange’s orange symbolised energy, enthusiasm, and friendliness, which aligned with the company’s brand values of being approachable and customer focused. Orange also wanted a colour that would stand out in the telecommunications industry, which was dominated by blue and green colours.  They really did stand out in the market!

 

YELLOW

The Colour of Happiness and Optimism

Yellow is a cheerful and optimistic colour that can evoke feelings of happiness and positivity.  It is associated with joy and creativity!

One example of a brand that uses yellow is McDonald’s.  McDonald’s has used yellow as one of its brand colours since the early 1960s, it symbolises optimism, energy, and happiness, which are all qualities that align with the company’s brand values of being a family-friendly and fun brand.

The fast-food giant’s iconic golden arches are instantly recognisable and help to communicate the brand’s friendly and approachable personality.

 

GREEN

The Colour of Growth and Sustainability

Green is a calming and peaceful colour that can evoke feelings of growth, nature and sustainability.

It’s often used in branding for companies that value sustainability and the environment, such as The Body Shop.  Green represents nature, sustainability, and ethical values, which are at the heart of the company’s brand ethos. The Body Shop is committed to using only natural and sustainably sourced ingredients in its products, and green is a colour that perfectly reflects this commitment.

 

BLUE

The Colour of Trust and Stability

Blue is associated with calmness, trust, and stability. It is also seen as a peaceful and calming colour that can evoke feelings of serenity and calmness.

It’s often used in branding for financial and tech companies, such as Barclays Bank and Facebook.

Brand Example – Barclays Bank

The brand’s blue and white logo and branding help to communicate the brand’s trustworthy and dependable personality.  It represents stability, and reliability, which are key values in the banking industry. Blue is also a colour that is associated with intelligence and professionalism, which helps to reinforce Barclays’ position as a leading provider of financial services in the UK.

Brand Example – Facebook

As a social media platform, Facebook is responsible for handling a vast amount of personal data from its users, and blue is a colour that helps to communicate the company’s commitment to keeping that data safe and secure. We know it’s not always the case with Mr Zuckerberg – but his brand is designed to make us feel we can trust him!

Blue is a colour that is also associated with communication, and Facebook’s use of blue helps to reinforce the company’s role as a platform for connecting people and facilitating conversation.

 

PURPLE

Purple – The Colour of Luxury and Sophistication

Purple is associated with luxury, elegance, and sophistication. It is also seen as a creative and imaginative colour that can evoke feelings of mystery and magic.

Brand Example – Cadbury

Cadbury has used purple as its brand colour since 1914, allegedly as a tribute to Queen Victoria.  it symbolised luxury, quality, and sophistication. Purple is also associated with creativity, imagination, and innovation, which aligned with Cadbury’s brand values of creativity and quality.  Over the years they’ve battled many legal fights over their colour, so choose your brand colour carefully!

 

PINK

The Colour of Love and Care

Pink is a gentle and nurturing colour that can evoke feelings of love, care and warmth.

It’s often used in branding for products aimed at women and girls, such as Barbie. The brand’s iconic pink and white packaging helps to communicate the brand’s caring and nurturing personality.

Brand Example – Victoria’s Secret

Victoria’s Secret is known for its feminine and playful branding, which incorporates a range of pastel colours, including pink. The company uses pink to create a sense of romance, sensuality, and femininity, which aligns with its focus on lingerie and women’s beauty products.

In addition to its iconic pink packaging and shopfronts, Victoria’s Secret also uses pink in its marketing materials, product design, and social media content. This creates a consistent and recognisable brand identity that is instantly recognisable to customers.  They use their brand codes well!

 

BLACK

The Colour of Power and Elegance

Black is a powerful and elegant colour that can evoke feelings of sophistication and class.

It’s often used in branding for luxury and high-end products, such as Chanel.

Chanel is known for its timeless and elegant branding.  The company uses black to create a sense of sophistication, luxury, and high-end fashion, which aligns with its focus on creating high-quality and stylish clothing and accessories.

In addition to its iconic black and white logo, Chanel uses black in its product design, packaging, and marketing materials. This creates a consistent and recognisable brand identity that is instantly associated with luxury and high fashion.

 

WHITE

The Colour of Purity and Simplicity

White is a clean and simple colour that can evoke feelings of calm and tranquillity.  It’s associated with purity and innocence.

It’s often used in branding for products that value simplicity and minimalism, such as Apple.

Apple is known for its branding, and it incorporates a lot of white space in its product design, packaging, and marketing materials. The company uses white to create a sense of simplicity, elegance, and modernity, which aligns with its focus on creating innovative and user-friendly technology products.

In addition to its iconic white products, such as the iPhone and MacBook, Apple also uses white in its marketing campaigns and retail store design. This creates a brand identity that is instantly associated with high-quality and innovative technology.

 

What does your brand colour mean to you? 

And more importantly, what does it mean to your customers?

 

Need help developing your brand identity?  Let’s talk!

 

 

Marketing vs Branding

One question that we’re asked a lot by small business owners is what is the difference between marketing and branding … and, which should come first?

Marketing and branding are closely related and both incredibly important. But they are not the same thing and there are some fundamental differences between the two.

Here’s our breakdown of the key differences:

Marketing:

Marketing is the process of promoting and selling your products, services or company.

It involves identifying and understanding your customer needs, developing a marketing strategy to reach those customers, and executing that strategy through tactics like advertising, PR, digital and social media.

Branding:

Branding is the process of creating a unique identity and reputation for your product, service or company.

It involves defining your brand’s values, personality, and purpose, and communicating that identity through visual elements like logos, colours and typography, as well as key messaging and storytelling.

While marketing and branding are quite distinct, they are both essential components of building a successful business. In fact, branding is often seen as a prerequisite for effective marketing. Without a strong brand identity and reputation, marketing efforts can fall flat or fail to resonate with your customers.

So, we believe that branding should ideally come first!

By developing a clear and compelling brand identity, you can then develop a marketing strategy that aligns with that identity and effectively reaches your target audience.

A strong brand can also help to differentiate your company from its competitors and create a loyal customer base, which can ultimately support the success of marketing efforts.

 

Need help developing your brand or marketing strategy?  Let’s talk!

Let's talk B2B

There are a variety of effective B2B marketing tactics that businesses can utilise based on their specific goals, target audience, industry, and budget.

Here are a few common ones to whet your appetite:

Content Marketing

Creating informative and valuable content such as webinars, blog posts, and infographics can establish your business as a thought leader in your industry and attract potential customers.

Search Engine Optimisation (SEO)

Optimising your website and content for search engines can increase your online visibility and drive organic traffic to your site.

Email Marketing

Personalised and targeted email campaigns can help nurture leads and customers and drive conversions.

Account-Based Marketing (ABM)

This approach targets a specific set of high-value accounts with customised messaging and campaigns for each account.

Trade Shows and Events

Attending industry trade shows and events is a great way to connect with potential customers and build relationships.

Referral Marketing

Encouraging satisfied customers to refer your business to others can be a cost-effective way to acquire new customers and generate leads.

Social Media Marketing

Engaging with your target audience on social media platforms such as LinkedIn, Twitter, and Facebook can help build relationships and share valuable content.

Ultimately, the most successful B2B marketing strategies are tailored to your specific business goals, target audience, and budget.

By developing a comprehensive marketing plan that aligns with these factors, you can effectively reach your target audience and achieve your desired outcomes.

Need help hatching a plan?  Let’s talk.

It's nearing the end of another year!

We’re so thankful to all our clients, colleagues and friends who have been part of our journey this year – it’s been a cracking 2022!

Following previous years we’ve opted not to send Christmas cards, wine, and gifts to our clients, instead we’ve donated to Crisis. If you’d like to give a little something as well then please follow this link.
https://www.crisis.org.uk/get-involved/donate-to-crisis-at-christmas/

With much love and appreciation

The chicken/egg coop