SC Optic - Branding

SC Optic unveils new branding

SC Optic, a new distributor of ophthalmic surgical equipment, has unveiled its new branding.

The company is the UK’s sole distributor of the new, ultrasound free cataract removal CataPulse® system.

Many of the world’s leading cataract surgeons recognise the patient benefits of avoiding phacoemulsification (ultrasound) energy in the eye. The CataPulse® system is a breakthrough technology.

The branding has been designed by Giles Etherington, through Brand Satellite’s sister company – Brands Start Here. Brands Start Here was introduced to offer affordable 1-2-1 Brand Creation and Branding packages to start-ups and entrepreneurs.

2nd Annual Global Open Banking Summit

FDATA Global Open Banking Summit & Awards comes to Edinburgh

Brand Satellite created the branding and promotional material for the 2nd Annual Global Open Banking Summit and inaugural Awards, hosted by FDATA Global in Edinburgh on 6th & 7th December.

Global Open Banking Awards Programme
FDATA Global‘s mission is to work with government, regulatory authorities and the financial services industry to open up the financial sector all over the world to the benefits of financial data and technology.

Their annual two-day summit brings together regulators and policymakers from around the world to discuss how we’re going to deliver Open Banking, collaborate on standards and set the agenda for best practice. These events are about influencing the decision makers and regulators and establishing the tone for the Open Banking movement globally.

Brand Satellite worked with our strategic partners Message Matters and Melbec Events, to bring the event to life. Designs included promotional materials, social media images, agenda, awards programme, banners and Powerpoint templates.

Global Open Banking Award

 

 

 

Statkraft Wind Farm Development Public Consultation

Brand Satellite produces its first work for Statkraft

Brand Satellite creates the graphics for Statkraft’s wind farm development public consultation.

Statkraft NewsletterFollowing the acquisition of Element Power by Norwegian based Statkraft in October, Brand Satellite quickly got to work rebranding the public consultation materials for Slicky Wind Farm.

Working with public affairs specialists Smithy House Associates, Brand Satellite created exhibition panels, newsletters and public notice advertisements for the public consultations.

Brand before Branding

Why you need to think about your brand before creating your branding

Your brand is the story you tell and the connection you have with your customer. Define this first and powerful branding will follow.

Think your brand and your branding are the same thing, right? Wrong.

This is a mistake that many start-ups and small business make. They go out and get a logo designed before they have thought about the brand that logo needs to represent.

Brand versus Branding

Your ‘brand’ and your ‘branding’ are two very different things.

Your brand isn’t the nice logo and pretty colours that the term is often, incorrectly, associated with. A brand is about creating a personality for your business.

Your brand is the DNA of your business. It should be present in everything you do. From your logo to the way you answer the phone. From the stories you tell on your website, in brochures and social media posts, to how you deal with an inquiry or complaint.

Your branding, on the other hand, is the visual side of creating a brand. This includes the logo, colours, typefaces and imagery your brand uses to tell your story. Branding is everything you do that your customers will see.

Your branding needs to complement your brand. That’s why thinking about your brand first is so important.

Let’s get emotional

People make decisions using the emotional part of the brain. You can give them loads of rational reasons why they should do something, but if you haven’t ‘connected’ with them, they may dismiss these for some unexplainable reason.

But, if you can connect with them emotionally, they will use rational reasoning to validate their decision. Or even ignore rational reasoning altogether. That’s when you know you have really got them.

This isn’t opinion; it is backed up by science. The latest catchphrase in the pursuit of getting ‘buy-in’ from your target audience is ‘neuromarketing’. Over the last decade or so, neuroscience research has shown that emotions play a much more important role in decision making than most people have thought.

Businesses who believe they can build a rational case for getting someone to buy something often fail because they haven’t understood the real factors that are driving the other person to come to a decision. Driven by emotions.

Our brains process much of their sensory input subconsciously. Signals that don’t generate positive or negative emotions are filtered out (seen as unimportant) and never reach our conscious mind. So, for you to get your customer’s attention, you need to trigger some sort of emotion.

So, for you to get your customer’s attention, you need to trigger some sort of emotion. Creating a successful brand is about creating that emotional connection with your customer. This is done by defining what your brand is. The values, personality

Creating a successful brand is about creating that emotional connection with your customer. This is done by defining what your brand is. The values, personality and stories the brand lives by.

Emotional versus Rational

The Independent Practitioners of Advertising (IPA) analysed data from some 1,400 case studies of successful advertising campaigns submitted for the IPA Effectiveness Awards over three decades, to compare the profitability boost of campaigns which relied primarily on emotional appeal versus those which used rational persuasion and information.

Campaigns with purely emotional content performed nearly twice as well (31% vs. 16%) as those with only rational content, and those that were purely emotional also did better (31% vs 26%) than those with a mixture of emotional and rational content.

People buy people. And people love stories.

One of the easiest ways to get your brand across is to tell your story. We have been telling stories since prehistorical people gathered round the fire to share tales.

Everyone’s lives have a journey and that journey is the reason why you have got to where you are now. Tell that story. If people like your story, they will like you, which means they are much more likely to like, and, buy what you are selling.

But, it’s not all about you

It is important to remember that your brand is more than what you say it is. Your brand is also what others think and say it is.

One of the best definitions of a brand is: A brand resides in the hearts and minds of your customers. It is the sum total of their experiences and perceptions. Some of which you can influence and some you can’t.

You can influence how you portray your business. And it is only once your business has a personality, or brand, that customers can decide whether or not they like it. If your business can portray a personality that complements theirs, they might just invest in your brand

So, how do you go about defining your brand?

Your brand is your DNA. It is what makes your business unique – and every business has something unique.

That uniqueness can’t always be described as a USP (Unique Selling Point, or Proposition). You may provide the same products and services as your competitors, but there will always be something different in the way you do it or why you do it. People are more likely to buy into why you are doing something than what you are doing.

Defining your ‘why’ often needs help. Most start-ups are normally engrossed in getting their business started and far too involved with the day-to-day responsibilities of running the business.

Get some help from a brand expert that specialises in start-ups. Someone who has the experience of asking the right questions and extracting the right information from your answers.

They will help you to identify your ‘why’, why it is relevant to your customers and how to communicate it in the most effective way.

Defining your brand will give you focus and confidence as you start and grow your business.

‘On brand’ checklist

Once you have defined you brand, you should create an ‘on brand’ checklist. This is so you can check that everything you do – whether it is copy for your website, a post on social media or an advertisement – is on brand.

If it ticks all the boxes, then you are portraying a consistent brand. If it doesn’t, you should seriously question whether you should be doing it; because if it is not ‘on brand’, your customers will be seriously questioning why you did it.

So, brand first, then branding.

Only once you have defined your brand should you think about getting your logo designed. You can use your brand as the brief to the designer. That way, you are much more likely to get a logo that portrays your brand.

Getting your brand and your branding working together and working consistently has great advantages. Consistency breeds recognition. Recognition breeds familiarity. Familiarity breeds trust. And trust breeds confidence.

If your customers have trust and confidence in your brand, they are much more likely to buy from you. And, more importantly, they are much more likely to become advocates for your brand

National Trust for Scotland - VisitScotland Expo stand

Brand Satellite delivers an exhibition stand for National Trust for Scotland, without any cracks showing!

Brand Satellite were approached by National Trust for Scotland (NTS), to create their exhibition stand for the VisitScotland Expo at the SEC, Glasgow.

Seems like a pretty straightforward task, right? Wrong!

National Trust for Scotland - Exhibition Stand

NTS were going through a major rebranding and none of the visual assets had be finalised when we were originally briefed. The design went through several iterations as the final branding evolved.

NTS wanted one image to go across the entire main wall. The problem was, the main wall was 6m long! Finding a stock image of one of their properties, that a) was iconic enough, b) looked great as the hero image, and most importantly, c) was high enough resolution to be blown up to 6m, was a long search, which included many image quality tests with the stand printers. Eventually, pretty much at the eleventh hour, we found the image we needed.

National Trust for Scotland - Exhibition StandBecause the main wall was to be a single image, the last thing we wanted was the usually joins you get on most exhibition stands. So, we researched and found a new system that comprised a single printed fabric, stretched over a modular frame. So, the uninterrupted view of the Glenfinnan monument was interrupted by unsightly joins.

The modular nature of the stand hardware also means that many different size configurations, for future exhibitions, will be possible – with only the cost of the printed fabrics being incurred.

National Trust for Scotland - Exhibition Stand“Giles at Brand Satellite had quite a challenge in his hands. Creating the first piece of promotional material with our new branding – with very limited time and resources, and an ever changing brief,” explains Sandrine Contier-Lawrie, Head of Business Development, Travel Trade & Hospitality at National Trust for Scotland.

“He never lost his smile, and delivered both on time and on budget. Our exhibition stand did us proud and was very much admired by the show exhibitors and visitors alike.”

“The response to the final stand, especially from the client, made all the hard work worth it,” explains Giles Etherington from Brand Satellite. “Just as we finished the build, the exhibitor opposite approached me and asked for my business card!”

Castlegate Nursery

Brand Satellite rebrands Castlegate Nursery

Following a Brand Workshop, Castlegate Nursery & Out of School Club reveals its new branding.

Castlegate Nursery logo“My company came to use Giles and Brand Satellite via a recommendation, which was really important to us – I needed to know that we were working with someone who was not only really clued up and had a good reputation, but also someone who appreciated and would work with what I saw as our very lowly starting point in marketing and promoting our business by anything other than word of mouth, despite our existence as a business for 25 years. 
 
Giles facilitated a Brand Workshop with our staff and a couple of our clients at the end of last year and it was a fascinating and quite heartwarming process – it strengthened our understanding of the real essence of our business, and brought us together as a team and with our clients when Giles helped us understand why we do what we do, and that we all do it for the same reason! 
 
Giles has provided us with a professional, supportive, and motivating service – following the workshop he produced a detailed report, which is a really important reference point for us whenever we’re thinking of new developments like creating our new website which we’re currently working on with Giles.  It’s full of all the ideas that Giles asked us to share/teased out of us at the workshop, collated and defined into distinct areas, and we know that as we work to implement them we’ll continue to grow our brand, and ultimately grow our business. 
 
Giles also worked with us to create our own logo which we’ve never had before.  We love that we have a now have a strong image based on our strong brand, all of which we have Giles to thank for.”

Christine Hamilton, Owner, Castlegate Nursery and Out of School Club

Brand Satellite re-energises EVA Scotland’s branding

Working with our strategic communications partners, Message Matters, Brand Satellite has rebranded the Electric Vehicle Association Scotland to EVA Scotland.

EVA Scotland sEVA Scotland - Brandingtarted life in 2009, as a group of individuals who had switched to electric vehicles and now aims to be the voice of the electric vehicle (EV) movement all over Scotland, supporting the electrification of all forms of transport.

EVA Scotland's brandingEVA Scotland’s aims are:

  • To represent the interests of EV users in Scotland and offer them the benefits of membership of EVA Scotland
  • To promote the benefits of EVs to non-EV users and influence widespread adoption
  • To be the public voice of EVs on all issues of ownership, driving, and infrastructure with stakeholders, the media, in politics, and with all levels of government, during the phasing out of new petrol and diesel cars and vans in Scotland by 2032 and beyond.

With both the UK Government (by 2040) and the Scottish Government (by 2032) committed to phasing out the use of petrol and, in particular, diesel vehicles, EVA Scotland will become an important contributor electrification process.

As part of EVA Scotland’s branding, Brand Satellite created a new logo and produced a membership pack, both of which were revealed at EVA Scotland’s AGM in March.

EVA Scotland's branding“The Electric Vehicle Association Scotland approached Giles at Brand Satellite in order to create a new brand identity for the Association together with new educational, promotional and service materials,” explains Alister Hamilton, Chair of EVA Scotland. “The resulting transformation into EVA Scotland unveiled at our recent annual general meeting has been a great success and our members are delighted with the results.”

#DontWasteDecember

#DontWasteDecember

Today is the 1st of December and I am on a mission to make sure this December isn’t wasted.

Far too many people and businesses start to wind down for Christmas and put off the important stuff until next year. That’s a 12th of the year being wasted!

Brand Satellite and Brands Start Here are offering special #DontWasteDecember offers (see below), to make sure you, well, don’t waste December.

Defining your brand, what makes your business unique (your DNA), really understanding what it is about what you offer that engages your customers and planning for the year ahead are all the important stuff you shouldn’t be putting off.

As Simon Sinek articulates so well: “People don’t buy what you do, they buy why you do it.”

Your brand is your ‘why’. Identifying ‘why’ will give you the focus and confidence you need to ‘smash’ next year!

If you have already defined your brand, you will know how focused it makes your business activities. But, I can bet you know someone else that would benefit hugely from defining their brand. Please forward this page on to them. You will receive an early Christmas present from us, for anyone you refer that takes up an offer. And, a massive thank you from them, once they have gone through the process.

I hope you have a very productive December, oh and a Merry Christmas at the end of it.

Giles

20% OFF the Brand Satellite Brand Workshop

This is the starting point for any business wanting to establish or develop a brand.

A Brand Satellite Brand Workshop will take a strategic look at your business and ascertain where you are, where you want to go and how you might consider doing things to get there.

It will help you position your business in a way that your customers will find engaging. It will help you attract new customers, retain existing customers and turn customers into advocates for your brand.

It will give you a focus, for all business activities and confidence that what you do is helping to develop your brand and grow your business.

Book a Brand Workshop during December and get 20% off this investment in your business. Complete the Brand Workshop day before Christmas and we will guarantee your Brand Workshop report is sitting in your inbox the day you get back from the festive break.

10% OFF the Brands Start Here 1-2-1 Brand Creation Package

BRANDS START HERE is our new service offering 1-2-1 brand advice for startups.

We have created BRANDS START HERE because, we believe, no-one is offering 1-2-1 brand advice to startups.

The 1-2-1 BRAND CREATION PACKAGE has been specially designed to help startups to start their business as a brand. To help them understand what it is about your business that is attractive to your customers.

Purchase the package during December (using ‘#DontWasteDecember’ at checkout) and get 10% the price of the package.

Brand Satellite creates the branding for The Scottish Alliance for People and Places

SAPP logoBrand Satellite created the branding and website for The Scottish Alliance for People and Places, for their launch at Holyrood on the 21st September.

SAPP websiteTheir vision is for a planning system that is inclusive, respected, ambitious and holistic. We believe in a system that inspires and empowers civic participation, recognises the positive force that quality economic development can play in creating a more equal society, and is built on fostering strong relationships through consensus and collaboration.

The Alliance is chaired by former First Minister and town planner Rt Hon Henry McLeish. Its members are:

 

  • PAS (Planning Aid for Scotland)
  • Royal Institution of Chartered Surveyors Scotland
  • Paths for All
  • COSLA (Convention of Scottish Local Authorities)
  • Scottish Federation of Housing Associations
  • Royal Society for the encouragement of Arts, Manufactures and Commerce
  • Royal Town Planning Institute Scotland
  • Scotland’s Towns Partnership
  • Scottish Mediation Network
  • Institution of Civil Engineers Scotland

Brand Satellite designed the branding for our strategic communications partners Message Matters, who organised the launch and run media relations for the Alliance.

We had just over three weeks to create the branding and build the website.

We worked with our web development partners Roslin Design, to create the website peopleandplaces.scot.

SAPP banner