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Emotional Decision making

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

Emotional Decision making

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

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.

The Scottish Alliance for People and Places brings together a wide range of organisations from across the planning and placemaking sector in Scotland to articulate a united and compelling vision for a more inclusive, respected, holistic and innovative system of planning.

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

SAPP launchBrand 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

Brands Start Here _ Icon

Brands Start Here to launch at ExCel London

Brands Start HereBrand Satellite are launching a new service: BRANDS START HERE, which will be offering 1-2-1 brand advice to start-ups, entrepreneurs and small businesses.

BRANDS START HERE officially launches at the 37th Business Start Up Show at ExCel London on 17th/18th May.

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

If you type ‘brand advice for start-ups’ into Google, you get a few generic articles, but most results replace the word ‘brand’ with ‘branding’.

Your business’  brand and your branding are two very different things. Your brand is the nature and personality of your business, while your branding is the way it looks on the outside.

It stands to reason that unless you define and create your brand first, you cannot get your branding to work as it should.

For more information about the difference between your brand and your branding, read the BRAND v BRANDING article.

So while BRANDS START HERE are experienced and cost effective at Stage 2 of the process (BRANDING PACKAGE), unlike other agencies assisting start-ups, we will work with you to create your brand first, so what follows makes sense.

Our Stage 1: 1-2-1 BRAND CREATION PACKAGE is all about getting you to think about your business as a brand.

Put simply, your ‘brand’ is what your target market (your customers) think of when they hear your name or see your branding. It is everything they know about you – from what you have told them, what others have told them about you and from what they have witnessed themselves.

Your brand is created from the experiences your customers have with your business. These are a combination of both rational and emotional experiences. We are all human beings and however hard we try to be rational, we make decisions using the emotional part of our brain.

The 1-2-1 BRAND CREATION PACKAGE is about taking control of the experiences you can influence. Determining what you stand for, what makes you different and, most importantly, understanding your target audience; what makes you relevant to them and how you tell them that story.

Thinking like a brand can differentiate your business from your competitors and drive customer loyalty. And customers who have bought into your brand will ultimately become advocates for your brand.

Giles joins Cultural Enterprise Office’s team of Industry Associates

Cultural Enterprise OfficeGiles Etherington has been added the Cultural Enterprise Office’s team of Industry Associates as their Brand Creation and Branding specialist.

The Cultural Enterprise Office (CEO) supports Scotland’s creative businesses.

They offer a range of services to help creative micro-businesses and individuals build the skills and knowledge they need to succeed. CEO provides creative businesses with specialist information and advice, as well as training and networking opportunities.

They have a team of over 30 Industry Associates, with specialist knowledge representing the full spectrum of the creative industries, from architecture to games & app design, and a cross-section of business areas, from crowdfunding to gallery curation.

Taken from the CEO’s website:

Our Business Support team are experts in exploring your needs and will be your first port of call as you begin your journey with us.

We dig in from the word go with an informal discussion to understand your needs. This will ensure you receive the right support for you and your business. Help us, help you.

We’ll discuss your roadmap through our service, which could involve any of the following:

  • Space for you to reflect on current challenges
  • Tailored advice and direction to specific resources
  • An appointment with one of our In-house Advisers
  • An appointment with one of our Industry Associates
  • Referrals to CEO programmes
  • Direction to other helpful organisations

Brand Satellite create ‘Q’ branding concept for Charlotte Square Partners

Charlotte Square Partners - Brand IdentityBrand Satellite has created a new brand identity for Charlotte Square Partners.

Charlotte Square Partners marks the coming together of the expertise and experience of two of Edinburgh’s most renowned financial services firms; Newton-Barr Ltd and Castle Cairn Ltd. It provides financial advice to private individuals and small businesses.

The brief for the new identity was very specific. One of Newton-Barr’s partners, Brett Investment, is a client of Brand Satellite.

For Brett Investment, we created the ‘Bettr’ branding concept. We were now being asked to create a similar branding concept for Charlotte Square Partners.

The gauntlet had been thrown down. Obviously Brett and Charlotte Square Partners are two very different challenges. But, we were up for it.

Charlotte Square Partners - WebsiteWe presented the ‘Q’ concept.

A smaller ‘Q’ was inserted into the logo, to represent the ’Square’. Being situated in Edinburgh’s Charlotte Square, with its reputation for the highest quality financial institutions, was considered extremely important. This concept helped to highlight that.

Charlotte Square Partners - WebsiteA smaller ‘Q’ was also inserted into IFA to create IQFA – Intelligent Financial Advice. This allowed Charlotte Square Partners to talk about a service all financial advisors provide, in a unique and instantly superior way.

Charlotte Square Partners - WebsiteAnd a ‘Q:’ was used on the website, to ask questions. This allows Charlotte Square Partners to ask the kind of questions a visitor to the site is likely to be asking about what they want and expect from a financial advisor. This gives the visitor the impression that Charlotte Square Partners empathises with them.

Along with the new brand identity, we designed and developed the new website and designed and printed a new range of stationery.

csqp-stationery“We like using Brand Satellite for a couple of main reasons.” explains Gerry Seydak, Managing Director of Charlotte Square Partners.

“1) They listen to us. And 2) They came up with good ideas which added a nice twist to our appearance without trivialising the work we do.  That’s an important balance to strike in the financial services sector.”

Brand Satellite creates new logo for William Lockie

William LockieBrand Satellite has created new branding for Hawick knitwear firm William Lockie.

William Lockie have been upholding the heritage of Hawick, by creating the finest handcrafted knitwear since 1874.

The Scottish border town of Hawick is renowned throughout the globe for its luxury cashmere and woollen clothing. The town has been creating the world’s finest knitwear for over two centuries.

The William Lockie mill, based in Hawick’s Drumlanrig Square, is the oldest continuously operating knitwear company in Scotland. They are one of the last knitwear firms still in operation in the town.

The traditional skills of our machinists and finishers have been past down from generation to generation. All of our workers come from the local area, where crafting quality knitwear is in the blood.

We were tasked with creating a new logo that reflected the company’s, and the town’s, heritage whilst making the brand relevant in today’s fashion market.

We used the flag wielding rider from the famous ‘Ken The Horse’ statue, that stands proudly on Hawick high street.