By Mark Wilson, Creative Director

Brand development can sometimes be a daunting task. The thought of overhauling your brand, changing everything and moving away from what you know is a big undertaking. But brand development may not be as daunting and fear-inducing as you first think. In this article, I’ll talk about why brand development doesn’t necessarily mean a complete rebrand by answering three simple questions.

What is brand development?

Firstly, branding is very much the face of your company; it’s how people perceive you and governs their instant reactions when they hear your name or see your product. Brand development is how that brand evolves and develops to ensure that they are staying current. Development can take different forms, such as imagery, tone of voice, messaging, typography, colour, communication channels.

This leads me to my next point, about how brand development isn’t all about changing everything. There are many different intensities to brand development. It could be small tweaks to your imagery and icons or it could be a complete rebranding with a name change and new messaging that is aimed at a new target audience.

A good example of tweaking your brand to constantly evolve is Google – they are always updating logos and icons that generally goes under the radar but ensures their look is current.

Why is it important?

The importance of brand development is easy to understate and sometimes companies don’t realise the importance of it. It’s the face of your company – it’s the first thing people see and think of when your name is mentioned. I always compare it to a news feed; when you look at a news feed that is out of date your perception of it changes and you are unlikely to spend much more time looking through that feed. Whereas, if it’s current, you’re likely to revisit.

Brands are very much the same – you need to stay current to make sure that people trust you are up to the task, especially in comparison to your competitors. It’s no use if you’re a cutting-edge tech company that sells state of the art software but your branding is dated. Your brand needs to reflect the product or service that you are selling.

Where do you start?

This one is a hard one because different factors determine how you develop and what you develop. I look at it in two ways – do you have an old brand, where your brand is established and been around for a long time but needs to be updated? Or are you a new brand that has finished the brand launch and are unsure where to go from there?

Looking at it from the old brand point of view – you may have a good offering and a healthy client base but need to re-energise the brand. My first recommendation would be to look at the core messaging to make sure that it is still relevant and resonating with the audience. From that you can evolve your visual identity, by creating a new website, introducing more colours and imagery to give your brand a modern look and feel that can give you a competitive edge.

Now to look at the other position of the new brand, where it hasn’t been long since you introduced the new brand. Should you develop the brand any further? If the brand is very new, then you need a ‘settling-in’ period to make sure that you get some time to increase brand awareness. If you start changing bits about your brand straight away it’s an uphill battle to create some awareness with your target audience. Then I’d recommend starting slowly – don’t jump straight into changing the logo or colours, it can be as simple as changing a few images on your website to keep it modern and up to date. Once you have some brand awareness then you can start to look at refining and moving into new areas, such as channels.

It’s easy to want to constantly update and develop your brand but before you do make sure to look at whether your brand is still resonating with the audience. If it is then there is little reason to make drastic changes. But if you feel that your brand isn’t working with your current audience or are aiming at a new audience then it might be time for a refresh; feel free to get in touch with me to discuss how we could help develop your brand.

As a designer, a lot of work, research and planning goes into a website re-design; everything from sitemaps, ‘what shall we call this page?’ ‘what animation happens here?’ …usability, functionality and of course, adding those special design elements in to make sure our clients are looking their best against the competition.

With that said, let’s talk through three of the latest web design trends of the moment.

Dark design. It’s dramatic, modern, eye-catching and one of the biggest trends for 2021. Even the most popular social platforms have jumped on-board (I’m looking at you Facebook and Instagram!) Dark mode is also an option on iOS, (don’t ask me about Android, I’m a typical designer and only ‘do’ Apple!) making it easier on your eyes and switching up the look and feel of the normal user interface. Paired with striking colours, dark design can be a really nice way of updating the look of your site.

Micro-interactions. These are the little things, the finer details that users will notice when they interact with your site. They have been known to improve the user experience, making it memorable and enjoyable, almost as if the site is reacting to the user’s touch on all levels.

Modular Design. When you design a series of layouts and elements that can all fit together in a variety of ways. It’s a nice way of constructing a website, ensuring consistency within modules and looks good too. This is also a great way of designing a site that the client wants more control over, as they can be easily put together using Content Management Systems (CMS)

There are of course many more trends that are up and coming in an ever-changing industry. Depending on your brand and the way you want to interact with your potential customers, there are lots of ways to make sure you’re hitting all the rights notes that users want and need from your website.

It’s arrived. Festive food, cheesy films, giant inflatable Santas.

And Christmas ads.

It’s always a bit of a thrill to see how each brand plays it every year. Will they continue a story , make us drool or make us cringe only to prove we expected it. And how will the classic John Lewis do it, will there be a song, will it be cute, and can I buy slippers with it on?

Particularly though this year, it’s been interesting to see these ads – do they reference the pandemic and social rules we now abide by; or do they ignore it and just treat it like any other year? Every brand has done it differently. I have to say, even watching the latest Netflix drama, I have to momentarily stop myself from thinking, wow they’re not socially distancing, so ingrained it is becoming in our everyday life.

For me Christmas ads have to get the right tone, the right humour as well as understand their audience. I usually like the ones which have a bit of humour without going over the top. A particular favourite from years gone by have been the Curry’s Jeff Goldblum #sparetheact or the Helping you get it right one. Simple, clever with humour that stands out, and right for its target market.

This year, I’ve settled on a brand, in whose stores I don’t shop – purely because it’s too messy and there’s no order. Apparently, there are good deals to be had; no it’s not Primark, it’s TKMaxx. Their ad, for me this year, does it just right. It’s a got a helping of humour, it’s short, clever and has a good end line.

It also has a goat in it. Pretty random but then maybe that reflects the year we’ve had, hinting to the situation – all tied together with a great line “Yes, she’s had such a hard year. She bloomin’ well deserves it if you ask me”. It hits the right balance of escapism, humour and the gentle nod to the elephant in the room. It says we get it. We understand you, and the challenges of this year. So why not treat someone who deserves it.

So with that in mind, put your cute branded slippers on, get yourself a brew, and let the goat do the talking.

The turbulent economy has made recent months uncertain for almost all businesses, and the PR industry is no exception to that. It’s an unfortunate truth that when budget cuts are being made, marketing is often one of the first to be trimmed and as a result, so too is PR. And yet research has shown that companies that have bounced back the fastest from previous recessions usually did not cut their marketing spend, in some cases, they actually increased it. There’s a school of thought that products launched during a recession will have improved long-term survival chances and also higher sales revenues. Of course, having fewer new products to compete with certainly plays a part in this!

There have been some fantastic examples of businesses whose comms have excelled during the coronavirus period, here are a selection of my personal favourites.

Aldi x Brewdog

https://twitter.com/AldiUK/status/1296488501341499395

You’d have struggled to miss the ‘beef’ between Aldi and Brewdog in August when the supermarket was called out by the brewery for creating a knock-off of its popular Punk IPA. What followed was a master class in using social media to turn an awkward situation into a money maker. The two companies shared a series of exchanges on Twitter which ended in Brewdog producing ALD IPA, now sold in Aldi. Hats off to Brewdog and its co-founder James Watt!

#LetItOutIceland

https://www.youtube.com/watch?v=7iWeMPEEuk0&feature=emb_title

It’s a cliché in film and television, a stressed or frustrated individual locks themselves in an empty room and screams so nobody can hear. Inspired by Iceland, the tourism body, launched the #LetItOutIceland campaign in July. The campaign asked everyone to record their guttural screams of frustration with the state of the world to then be released into Iceland’s infamous stunning and vast open spaces.

Speaking about the video, Head of Promote Iceland Sigríður Dögg Guðmundsdóttir said, “We feel this is just what the world needs. And when people are ready to resume travelling, they can come and experience it for themselves.”

An impactful tourism campaign during a global travel lockdown may seem an impossible task, hats off to Inspired by Iceland!

The ironic (and iconic) – Emily Crisps

(Source: https://www.marketingweek.com/emily-crisps-outdoor-advertising-lockdown/)

The healthy snack company purchased a series of outdoor media advert boards late in 2019, selecting April and its Easter bank holiday weekend was the perfect time of year to kick off its first outdoor marketing campaign. They couldn’t have foreseen what came next, but they took an unfortunate situation and did what us Brits do best – they made fun of themselves. It took some convincing to persuade Clear Channel to run the adverts as they felt the posters highlighted that outside media is ineffective given the climate. But Emily persevered and persuaded them otherwise. The four adverts called out the misfortune of running outdoor adverts to an audience of empty streets and they were a huge success, providing a snippet of humour during a difficult time.

As these brands have displayed, creativity in a crisis certainly pays off!

As working from home five days a week becomes the norm again and we settle back into our finest comfies for winter. For designers, it’s more important than ever to have an outlet for creativity and inspiration to make sure we don’t all go crazy.

For those who thrive off constant interaction and an inspirational office space or busy atmosphere, being sat back at the dining room table all week can seem a bit of a bust. As a senior designer I have worked in my fair share of great office spaces over the years (and not so great!) and for sure having a clean, bright open space to work in is a must for me. But we don’t all have a fortune to spend or have endless spare room in our living spaces. There are little things, however, that you can do to help the creativity flow.

– Have an ‘inspiration board’, sketchbook or scrapbook of cuttings where you can save pieces of good design that inspire you. I used to do this a lot as a junior when print was more prevalent. Nowadays, I have a Pinterest board or ten (save the trees!) and I actively make time to look for design ideas and trends online that I like to help inspire my work and make sure it’s current.

– Stay connected. It’s easy to become isolated throughout the various lockdown measures we have going on up and down the country and we are lucky that we live in a digital world with instant access to just about anything. How about talking ideas through and getting your colleague’s opinion, or even the people you are closest to opinions on what you’re working on? Even if it’s just to chat – communication is key.

– ‘You’re a designer, be creative!’ …. If like me that phrase puts the fear in you, don’t pile the pressure on yourself. Sometimes it can be challenging to be creative when you’re put on the spot, so take the time to get away from your working space and if you can, grab a cuppa or take a walk outside —go someplace that you know will put your mind at ease; autumn is such an inspiring season! This will help you to come back refreshed.

As creatives we already have the ability to adapt and overcome quickly, especially when new design trends or technology are introduced, so now is a really good time to embrace this. Customer demands will change, the pandemic will not be around forever (we can only hope!) so making things work for you is paramount to staying sane and inspired throughout the rest of 2020 and beyond.

Laughter is good for soul. Or so the saying goes. We find humour in everything, from dog and cat videos online, to stand-up comedians and 30-minute sitcoms. But what about elsewhere like adverts or brand communications? Definitely yes — the Old Spice ad of The Man Your Man Could Smell Like sticks in my mind, as does the self-deprecating humour of the Skoda ads or the classic Skittles.

It’s easy to recall it in the B2C environment but when it comes to B2B why aren’t we using more humour? But I guess the question many people would rather ask is should we use humour in B2B.

Again, my answer is definitely yes.

B2B isn’t some impenetrable fortress of earnestness. Because the one thing we often forget about this space is that B2B decision makers are people too. It’s true that the purchasing decisions are bigger and require more research (aftershave versus buying hardware for an entire enterprise, for example) and the consequences of making the wrong decision are also greater. But…brands still need to attract attention and help buyers along that journey. And what better way to do that than with humour?

There are many things that don’t translate from the B2C environment, but humour isn’t one of them. B2B audiences are more serious, because let’s face it, automation software or cloud aren’t inherently funny. But humour can be used to help brands connect with their audience and get their message across.

Humour can also help brands stand out in a competitive marketplace and make a product memorable. Just consider how this worked in the B2C context for Old Spice. It’s just an aftershave which is pretty subjective for most people and on its own definitely not something we find funny. And yet, humour works. Makes it memorable.

In the business to business space, and especially the B2B tech space, the same can be true. The key thing is that it needs to be done properly, tastefully, and align with the target audience. It also needs to fit in with the brand values, purpose and messaging, and form part of the wider marketing and PR strategy.

Ultimately, tapping into humour is often the key to unlocking people, even in B2B. The path to success, as with many things marketing and PR related, lies in its execution.

By Mark Wilson, Creative Director

There are many elements that contribute to an organisation’s success, especially when it comes to sustained growth. This was the focus of our research — Secrets of Tech Growth — where we spoke to the leaders of fast-growth tech companies to get their insights. We discovered that it’s not only having the right business model or using a tech PR agency at the right time in your growth journey that helps an organisation stand out, but, unsurprisingly, creativity plays a crucial role.

Many of the CMOs and CEOs that we spoke to agreed that you should use PR and integrated marketing as soon as you can in your growth journey. The same can be said for establishing a strong brand with a clear purpose.

For many firms, there’s a focus on the product or service in the early days, making sure it is appealing to the market, is saleable and that it actually works. The result is that the concept of “the brand” is often put on the backburner. Once the business starts to grow, it becomes difficult to backpedal and pay the due attention to the brand elements because you’re swept along in that momentum. It also becomes more expensive and complex to change your identity and assets when they don’t match your objectives or growth trajectory anymore.

Use your brand image as your foundation

The truth is you need a strong brand to build a strong foundation for your future PR and marketing efforts, and to help your technology business stand out in a crowded marketplace. Establishing your brand identity early on ensures that the market knows who you are, but also helps solidify your offering for staff as well, which ultimately impacts your sales efforts and how your target audience perceives you. It’s also key in fostering customer loyalty. Customers seek to buy from companies (whether that’s in the B2B or B2C space) that they trust. Building that trust from day one is certainly helped along by having that base of a good brand image to work from.

Don’t break the bank

Of course, this might be easier for some businesses than others, especially as far as budget is concerned. Should you go for a cheaper option? Use a freelancer or get a logo designed on a platform like Fiverr? As a Creative Director my answer is always no. You need to think about one thing and that’s longevity. And while paying a fiver for a logo may help you in the short term, you’re not necessarily doing your brand any favours in the long term.

Even with tight budgets there are elements of your brand you can get right; think about using strong graphics, gifs instead of expensive animation, video when you can do it cost-effectively, and having a website that conveys your message and brand identity in a few pages. It’s by far better having a few well thought out assets which convey exactly what you’re trying to say rather than a whole load of quickly put together assets which say different things – and which collectively damage your brand image. Working with a professional, be it an agency or experienced designer can make all the difference.

Moving forward

Most importantly, your brand image and your brand purpose need to be clear and consistent. Don’t bow to peer pressure; if you’re a start-up, for example, you don’t need to be edgy. You need a brand identity that is fit for your purpose. As long as your brand image is clear and complete, you have that foundation to build on. As you grow as a business your sales, public relations and marketing efforts, including design, content and creativity, will be more effective if they are built on a solid brand identity.

Whiteoaks Team Talk – Session wrap-up

It’s safe to say that the new normal is starting to become… well, normal. We’ve adjusted to new operating practices and are focused on ensuring business as usual, especially when it comes to PR and marketing.

This sentiment was reflected by recent research by the PRCA; according to its confidence tracker, after an initial period of disquiet confidence levels are surging. The PRCA’s director-general, Francis Ingham, says this shock has given way to “a calm confidence in the fundamental strength of our industry”.

But what does this look like? What issues are companies experiencing in the new environment? And how are they adapting their tactics? Where does creative fit in?

These questions formed the basis of our latest Team Talk Session. The informal session was attended by our clients and prospects who shared their own experiences and insights.

Live in the now, think about the future

One of the key themes of the discussion was that it is a critical time for brands and how they present themselves, and talk to their clients and the market. In fact, it’s never been more important to be human, authentic and relevant, something we discussed in our first Team Talk Session.

But it’s also vital that brands look ahead; as we move on how do we keep things fresh, keep the interest of our audiences and keep creativity flowing?

PR remains an effective tool for brands in the current circumstances and as we move beyond. In large part, this goes back to the fundamentals of PR which is building credibility and delivering messages effectively. The brands that are winning are the ones that have had their communications successfully distributed through the lens of a journalist resulting in authentic and meaningful stories being delivered directly to audiences.

The session also covered how PR can be used to unite owned, paid and earned media, elements that don’t work well in isolation. Instead, it’s this combination that drives improved results and, importantly, impact. Earned-led campaigns will drive conversations which can then be amplified across supporting channels.

And when creativity is added to the mix so much the better. Especially now when there’s more of a focus on boosting engagement, humanising communications and ensuring that how brands are positioning themselves now translates into a longer-term strategy.

Used correctly, creativity can drive competitive edge and create a unique experience to engage customers and prospects. It’s about making the audience stop and think, and making brands stand out from the crowded marketplace they are operating in.

Also, creativity isn’t just for B2C campaigns in fact there is a case to be made that this is more important in B2B communications due to the higher risks which are involved. It can also be shown in many different ways and could be as simple as tone or a visual. But a great creative idea, simply told, has more chance of sticking in the mind of the audience.

Out the box thinking

For example, with the massive spike in video calls and webinars in lieu of physical meetings and events, how can PR and marketing professionals fight the fatigue?

One of our clients in the broadcast sector used some out of the box thinking to make its virtual event stand out in light of the fact that the broadcast industry’s flagship trade show, NAB hosted in Las Vegas, was cancelled. ATEME hosted a 24-hour webinar series to maintain engagement with its global customers, with live sessions streamed via Zoom starting in France and moving across the world.

Adding value

PR remains an effective tool for brands in the current circumstances and as we move beyond. In large part, this goes back to the fundamentals of PR, which is building credibility, and forming the nexus around which other elements such as marketing and social media can add value.

In our next Team Talk session on 15 May we’ll focus on the topic of measurement, while also hearing from our clients about their issues and experiences so far. Keep an eye on your inbox and our social feeds to find out more.

Hook, Hampshire, 22 April 2020: Whiteoaks International, the award-winning tech PR agency, has announced the official launch of its Creative Department headed up by Creative Director Mark Wilson.

Wilson is an award-winning creative director having worked on well-known B2B and consumer brands, including Oracle, Ciena, CenturyLink, BA, British Gas and Drinkaware. He has previously worked for OgilvyOne, MOI Global and MBA, and brings a wealth of experience to Whiteoaks.

Wilson will focus on delivering creative campaigns across the agency, growing the Creative Department, and working with senior management to evolve its services in line with client requirements.

“There’s never been a more important time in B2B PR and marketing for creativity. It’s something, I believe, that we all possess and I look forward to further harnessing that creativity at Whiteoaks and transforming it into tangible messaging and concepts that make our clients happy and deliver results,” says Mark Wilson, Whiteoaks International Creative Director.

The Whiteoaks Creative Department offers a complete range of creative services and consultancy, from concepts and full campaigns, videos and branding, to digital, print and social design.

“We’re delighted to have Mark on board and officially launch our new Creative Department which has allowed us to expand our range of creative services and consultancy,” says James Kelliher, Whiteoaks International CEO.

“As an agency we’re constantly evolving, adapting to client feedback and needs, market changes and the desire to continue living up to our philosophy of being deliberately different. This launch is the next strategic step forward for us, one that has already delivered excellent results.”

By Mark Wilson, Creative Director

Creativity. The very word fills some with anxiety, while others seek it out and embrace it. The reasons for these opposing views are many; creativity is intangible, ethereal, it means different things to different people, and there’s no formula to follow in order to get it. Yet, everyone desires it.

For me, creativity is about seeing things in an alternative way, presenting concepts in a distinctive light, and at its core, problem solving. It is displayed all around us through the obvious disciplines like art, music, theatre, and through less obvious avenues like cooking, gardening and even maths.

In the communications world, creative ideas are the building blocks for successful campaigns that reach the desired audiences and achieve specific objectives like boosting awareness or lead generation. Here, it’s not just about using imagery or graphics, but about understanding the core message, the single-minded proposition which will captivate audiences and change behaviour.

Creativity is inherent in everything we do — and it’s more important than ever before considering how many competing messages there are out in the marketplace. For example, if you write a about a well-known topic in a unique way or provide a distinct point of view, that’s creativity at play.

While advertising and marketing are built on this concept of creativity, it is not exclusive to these industries, nor is it exclusively in the realm of B2C. Creativity has a vital role to play in PR, social and digital, as well as in the overall B2B space.

Of course it’s evolving; moving away from the rather stereotypical view of creativity in B2B as the use of stock images of business settings, meetings, people working in offices — you know the ones I mean.

The growth of design services and the use of a more creative mindset in B2B is certainly challenging that stereotype. Why can’t business audiences enjoy creativity? After all, end audiences, regardless of context, are still human.

I would argue you can be even more , through the use of personalised messaging and graphics that will inspire, engage and work towards the ultimate goal of unlocking curiosity. This applies to a host of collateral, from personalised short videos, and direct mailers, to digital banners or interactive online experiences. The possibilities are endless.

While there may not be a magic formula for creativity, it’s worth noting that — just as in all forms of communication — whatever you do, needs to have a strong idea behind it, aimed at the right target audience, saying the right things. It needs to be relevant.

I believe all people are creative. It’s not a skill reserved for graphic designers or copywriters. And we should be nurturing this; people have diverse life experiences and perspectives, and therefore bring different views to the creativity table. The trick is how to capture and transform them into messaging and meaning that audiences can relate to. It’s about making it work for you and your objectives, not jumping on the bandwagon.

When thinking about creative campaigns, ask yourself this all-important question — is this the right thing to do or is it just what everyone else is doing?

At Whiteoaks our newly established Creative Department is working hard to transform the fruits of our creative labour into tangible results for your business that align with your objectives. Whether that’s standalone creative concepts or full campaigns, branding, digital or print assets, we’re here for all your PR and content marketing assets.

Get in touch to find out how we can help.