Tag: branding process

26
Feb

Charlie Law – Awards, Ideas and Pushing The Fine Line

Over the years we’ve found that the projects with the strongest ideas pretty much design themselves.

The more inspired the idea – the greater the momentum behind a project.

And those projects tends to be quicker to develop too – great lesson for both commercial and creative enterprises.

Last year – one of our team –  Charlie Law  won the prestigious ‘Marketing Society’s Star Creative Student Award 2016’ for a brilliant campaign to tackle gender equality with a brief set by The Scottish Government.

The students were asked to develop campaign materials to raise awareness of the 50/50 pledge laid out by the First Minister – Nicola Sturgeon. The pledge challenges all public, private and third-sector bodies in Scotland to commit to take action on gender equality, promising to get a 50/50 gender split on their boards of management by 2020.

Charlie’s imaginative response to the creative challenge was the provocative ‘Put Her In Her Place’ campaign.

The campaign is broken down in two parts – the first part shows a series of shocking statements being displayed both online and offline.

‘PUT HER IN HER PLACE’

‘GO ON SHE DESERVES IT’

‘SHES HAD IT COMING FOR YEARS’

Screen Shot 2017-02-26 at 22.46.19The sinister use of text neatly accompanying the messages on display.

However these ideas are flipped well and truly on their head when you see Part-2.

‘Put Her in Her Place – Rightfully The Boardroom.’

‘Go On She Deserves It – Having more diversity of thinking in the workplace leads to better performance and a stronger economy.’

‘She’s Had It Coming – Women have never been in a stronger position to lead and shape the economic landscape.’

Screen Shot 2017-02-26 at 22.46.51

If a campaign is designed to raise awareness of an issue – then this campaign goes above and beyond and then some. A rightful award winner.

However, more than the quality of the idea, it is the boldness of the thinking behind it. We talk regularly in the studio about ‘pushing the limits,’ this concept really does dance on that fine line of greatness.

We are so proud of Charlie, for what he has achieved with this project before he joined us and for the brilliant ideas he shares with us each and every day.

Ideas, so strong – that they by and large – develop themselves…

Well done Charlie…

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This post was written by Benedetto but the star of the piece is Charlie Law.

Charlie is one of the new-generation of designers – equally at home online/offline. He has a wonderful imagination and is at his best when dreaming up brave, bright and beautiful ideas in the many sketch-books that he keeps.

A great conceptual thinker, with a special ability to solve challenging problems. Charlie is a real team-player too and most recently the brains behind ‘The Loft-Social.’

 

 

24
Feb

The Journey of Discovery

Design is never a fixed path. It twists and bends, branching off into different areas and adapting to its surroundings. In this sense, there is no ‘right or wrong’ within design, but a gut feeling that tells you that you’re heading in the right direction.

We met Stan, the founder of a company called Disruptancy. It was a very successful business; expanding it’s client base, continually working on new ideas. But something struck me as peculiar; it had lasted 10 years without any form of branding.

As we live in the information age, branding plays a crucial part to any successful business, yet Stan’s seemed to defy logic on this part. How could a company hold up against it’s competition for 10 years without any recognisable marks that are tied to the title?

Disruptancy works business to business. Organisations come to Disruptancy for a number of reasons — but usually to employ disruptive practises and methodologies to scale or turnaround.

We felt it was important to get to know Stan as a person for this exercise, because you could almost say that he was the current branding of Disruptancy. A lot of his clients came directly to his company not because of advertising, but through word of mouth and a trustworthy founder. The branding would be very personal to Stan and represent his idea of what the company stands for.

We began mind-mapping from a select list of words Stan had used to summarise the business. The mind mapping lead us to some interesting themes:

Integration / The journey / Creative pathways / Fluid movement / Turnaround / Expansion /  Adaptation / Evolution / Growth of a business / Personalised service / Company code

This section of the design process is always energetic; a lot of very initial thoughts with accompanying pathways. No idea has been anchored down to the ground so there’s always a feeling of continual momentum and fluidity.

These words lead us onto research, pulling inspiration from numerous sources; sculpture, architecture, art, print design.

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To convey to companies ideas and legacy, this key was crucial to the success of the branding. As long as the idea had potential, it was pinned up on the wall. As the wall began to fill, it was becoming more and more apparent that the team was all on the same track.

Themes began to naturally emerge, so it was time to categorise them. We collected the initial research in to piles based on their similarities. These similarities weren’t necessarily simply aesthetic, it was more conceptual ideas that tied them together.

After collecting and arranging, we discussed again in detail what the company stood for, what message they wanted to show the world. A good technique for this is summarising the companies themes in as few a words as possible. This then led us on to creating specific names for each concept our research had brought to us.

Conceptualisation was made a lot easier due to our initial research and theme building stages. Any form of sketch that was created was then pinned up (as rough as it may be). In many cases, if I drew a sketch that I wasn’t happy with, another team member may find some inspiration in it, leading us onto greater ideas. We’ve found that it’s always a good idea to put up every idea you have, as small as it may seem.

D_Scan_1

The presentation is dependant on the brief; with this brief, we wanted to present our concepts in a way that highlighted particular traits of our clients company. We chose to recreate the ‘journey’ aspect, and pinned up our concept on the wall, linking them together with red string.

Now that the initial concepts had been created, we felt it was time to bring our client back in to the studio to show the journey so far. After a brief explanation of each concept, we asked and answered questions regarding the ideas. Keeping an open communication is key to a successful project, especially in the early stages.

There were a couple of concepts that really stood out to Stan, one of them being ‘The Möbius Strip’ concept. I explained to Stan that a Möbius Strip is a mathematical object that has one side and one edge, known as being non-orientable. It can be recreated by taking a thin piece of paper, writing it once in the middle, then gluing the ends together. If you take a pen and draw a line down the path, it will cover all faces of the strip, meaning it has one side.

mobius3

But how does this relate to Disruptancy? Well, there were multiple connections that I found between Stan’s company and the mathematical shape:

A strip winds and bends, yet only has one side and one edge
— Disruptancy adapts based on it’s clients, yet only has one objective

A literal 180 degree flip
— The company is flipped on it’s head, with a new outcome

Any object that travels down the strip will arrive at the starting point inverted
— Endless possibilities at the end of the process

Cutting the strip down the central axis results in a larger strip; the strip expands outward and has obtained extra twists
— By disrupting clients’ companies, a dramatic change has been made, only to result in the growth of the business

Stan could see potential in this concept, so we took it forward and began developing this idea. A very important part of this stage is not losing the core meaning of the concept by covering it in an aesthetic facade. Always ensure that the developed idea fits within the mould created by that spark that started the journey.

The comparison of these connections to the initial themes we had thought of was interesting. As the concept begins to take shape, each point that it expresses is refined and sharpened. There were no longer any unanswered questions about the brand, myself and the team could confidently answer any questions regarding the meaning of the logo, ensuring a very clear message is sent across.

The team were very happy with the final design, as we could all agree that it summarised what Disruptancy was all about in a simple mark.

Disruptancy_Logo_Black

I feel that myself and The Loft have learned from the entire process of creating Disruptancy’s branding. I know now not to through away any ideas, because even the most ridiculous will have depth to them. To be honest, it’s usually the most ridiculous that are the most successful. Always stay true to that concept as it is so easy to take it on another path. Working close with the client and building a trusted relationship is key too, is it gives you as a designer freedom to make decisions based on your training and knowledge. Always be abstract and creative, never stop pushing to create something you and the client are proud of.

REISS

Reiss is a multi-purpose designer with a broad range of skill-sets.
He loves being a part of any creative activity — whether it’s mapping out a user experience, getting his hands dirty with some copy or even re-building bits of his motorbike.
A born people-person, Reiss is never happier when showcasing ideas from his vividly wild imagination and working with clients to see them through to completion. Once an architect, he has a keen eye for conceptual ideas and never tires of learning new things.
11
Oct

Creating Your Values

Values. They’ll help you hire the best staff, retain the best staff and win tight pitches. They’ll help you make quick decisions and give you the best chance to grow.

At the loft, we’ve worked with several companies – helping them to develop their values. Sometimes with company owners in isolation, sometime with management teams and sometimes with entire organisations. Questioning them, getting to know them and eventually trying to define who they are.

There are many ways to create a set off values, some ways require more time than others, some are more long-term than others.

But for this post, we’re sharing a simple method that will allow you to create your very own – right from the get-go.

Here we go…

1. You don’t have to call them values!

Not everybody likes the term values – or its sister term – ‘Mission Statement.’ If that’s the case – let’s go for ‘Beliefs’ or how about ‘Who We Are & What We Do.’ Different companies will have different ways of speaking to each other. Choose the language that feels right for you and your company.

2. What do you like about your company?

Yes, it is as simple as that. What do you like most about your business? What are the action/behaviours/results that please you the most?

Here’s a real tip – look out for are the simple things that people in your team does.

a) The staff in our accountancy firm always take the time to walk guests back to the exit in the other side of the building even though there are signs everywhere and they wouldn’t have any problem getting out.
 
b) Our creative team always delivers to tight deadlines – always! They actually seem to revel in the challenge of a tight deadline.
 
c) Our IT staff are so helpful to customers that when they’re out on-call, they even fix things that aren’t theirs to fix. They just can’t help themselves.
 
d) The analysts in our software company are usually more on-top of legislation changes than the legislators themselves.

You can have some real fun by writing them down – you may have hundreds of them. Get them down. (Post-it notes and a big board can be a great prop for these types of exercises.) It’s a great exercise to carry out and you’ll love your business even more after this.

3. From behaviour to value…

Once you have your list of favoured behaviours all down – its time to think of the value that person had that has caused the behaviour. This is how we get your values.

a) The staff in our accountancy firm always take the time to walk guests back to the exit in the other side of the building even though there are signs everywhere. (behaviours) = show me don’t tell me (value)
 
b) Our creative team always delivers to tight deadlines – always! They actually seem to revel in the challenge of a tight deadline. (behaviours) = love of a challenge (value)
 
c) Our IT staff are so helpful to customers that when they’re out on-call, they even fix things that aren’t theirs to fix. They just can’t help themselves. (behaviours) = going above and beyond. (value)
 
d) The analysts in our software company are usually more on-top of legislation changes than the legislators themselves. (behaviour) = A pro-dative approach. (values)

If you take the time, suddenly you will have a very impressive first draft.

4. Drafts 2-3-4

Now you have your list – you have to decide which ones are most important to you and how many you want? Most companies have between 5-7 values.

5. Use Them With Pride

The way you decide to use your values depends on what kind of company you are? You can use them on your website, the entrance to your office, the second page of your tender or on the introductory slide of a presentation. They do help you stand out from others and you are more likely to attract the kind of people and relationships you want into your business.

6. Live them and update them

Every company will use their values in different ways and some will take them more seriously than others. Real values-led companies hire/fire/assess staff performance all based on their values. Your values should be updated in-line with the people in the company, within the management team and your own business journey too.

We wish you well in creating your values, we hope you get something out of this post and you know where to find us if you would like some help?

contact the loft >>>

Benedetto

BB

Benedetto is an enthusiastic Creative and Business person.

‘Design with soul’ may be the company tag-line, but to Benedetto, it is also a way of life. He believes that creative and commercial enterprise is about purity of thought, honesty of construction and boldness of execution.

He believes in bringing out the true essence of human endeavour and considers his job of articulating the great work of people and companies an absolute privilege.

His journey has taken him from a career in car design through to his current role as the Founder of the loft, a design and branding studio based in Glasgow.

He is honoured to manage a great team, work with great clients and have a lot of fun mixing with so many great people in business.

25
Sep

‘1000 songs in your pocket’

1000songs

Creating a brand is a never-ending job, there are many things to be done – getting the messaging right, building your digital presence, ensuring there is consistency through all the channels, getting buy-in from multiple stakeholders, etc, etc.

And with each of those questions.

Do we do a new website? Is it time for an E-Mail campaign? Shall we revise the photography of the team? What shall we do with social media?

Where do we start???

At the loft, we believe that the question is usually more important than the answer.

Once you have a clear idea of the question you are asking, you suddenly have a focus and a much wider range of options to play with. And that question is always, always, always better when it starts with people and the type of relationship you want them to have with your brand.

Great questions are the first part of great solutions. Here are some great examples.

“We want to increase our sales with existing customers in Canada because we have the operational capacity to serve more people out there.”

“We have a brilliant opportunity for clients who are looking to scale and we want them to know about it so they can take advantage of it immediately.”

“We want to build a brand so well-known that customers have heard off us before we’ve even finished telling them our company name.”

“We want our customers to benefit from the full suite of services available with our software.”

“We want to do something to unite our team and show the outside world our company is on a new and exciting path.”

Each of the outcomes above have come from projects we’ve worked on – questions that we’ve developed with our clients.

They’ve come from people and brands we’ve worked with -helping them to build better relationships with their customers, suppliers or staff – helping them to achieve their commercial goals.

Strong and worthy questions based around people can only lead to effective solutions. As a company, we wholeheartedly believe in ‘pleasing results over pleasing methods.’

One other person who believed in this was Steven Jobs, and after having read his book, there are similarities.

What made Apple great in the first place? FaceTime gave people easy face-to-face video calling, the original I-Phone gave people an ‘internet communicator, revolutionary mobile phone and I-Pod all in one device.’

And my personal favourite – ‘A thousand songs in your pocket.’

When Steve Jobs presented the original i-pod in 2001, he had a slide which showed the question he asked his team to answer? How can we make a device that gives our customers a 1000 songs in their jeans pocket. What a great question. One which was relevant, worthy and had people at its core. Unsurprisingly, a brilliant start to what became a completely game-changing product.

Like Apple, solutions also have to be flawlessly executed and there has to be a commitment to answering the question properly but nothing will help you achieve successful outcomes quicker.

Not sure about the answer? Think again about the question.

Or we’ll happily help – contact us >>>

Benedetto

BB

Benedetto is an enthusiastic Creative and Business person.

‘Design with soul’ may be the company tag-line, but to Benedetto, it is also a way of life. He believes that creative and commercial enterprise is about purity of thought, honesty of construction and boldness of execution.

He believes in bringing out the true essence of human endeavour and considers his job of articulating the great work of people and companies an absolute privilege.

His journey has taken him from a career in car design through to his current role as the Founder of the loft, a design and branding studio based in Glasgow.

He is honoured to manage a great team, work with great clients and have a lot of fun mixing with so many great people in business.

16
Apr

COMING SOON!!

We’ve been updating our portfolio recently & boy have we been busy! Lots and lots of lovely new projects to get excited about. Each one, a big, beautiful idea brought to life in the most imaginative way possible…

You can see them by checking out our site…

What’s even more exciting is that we’re just warming up…

coming soon

Coming Soon!!

08
Apr

People Make Glasgow

PEOPLE MAKE GLASGOW brand image 2

Bravo Glasgow!

Anybody that’s ever been to see their favourite band play will know all about the crowd singalong – be it Oasis and ‘Don’t look back in anger,’ Snow Patrol and ‘Run’ or Paul McCartney with ‘Hey Jude;’ the big ballad unites people in a wonderful way and it doesn’t just happens at gigs – social media channels provide live and interactive commentary to people watching their favourite programmes or sporting events too. Everybody can be involved.

Brands must perform a similar role. They are there to empower and inspire, but more than that, they must be representative of the people that live them. People must be bought into a brand and want to shout about it. Even more true when so much of a brands noise is now made on social media.

With that in mind. We must say ‘Bravo’ to Glasgow.

Recent winner of ‘the Transform Awards.’

‘People Make Glasgow’ is more than a slogan; it is an accurate and compelling description of what the city is about. It is simple. People get it, people like it and people buy into it.

It can be easily shared on social media as a #tag to a tweet, it can be adapted for photography and can be expressed in an infinite number of different ways by the people of the city itself.

It is no surprise that it has been so successful and won so many awards recently.

We can’t wait to get the stickers for our windows so once again.

‘People Make Glasgow’

Bravo!

Benedetto

BB

Benedetto is an enthusiastic Creative and Business person.

‘Design with soul’ may be the company tag-line, but to Benedetto, it is also a way of life. He believes that creative and commercial enterprise is about purity of thought, honesty of construction and boldness of execution.

He believes in bringing out the true essence of human endeavour and considers his job of articulating the great work of people and companies an absolute privilege.

His journey has taken him from a career in car design through to his current role as the Founder and Creative Director of the loft, a branding consultancy in Glasgow.

He is honoured to manage a great team, work with great clients and have a lot of fun mixing with so many great people in business.

18
Jan

Bertha Benz & Connections

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This week we have been working hard on the new brand for ‘bridge2business’ and Young Enterprise Scotland. Like most brands- we always start with the words. Brands should make people feel and think in a certain way, the big idea at the heart of a brand is what draws people in and gives it life.

A crucial part of any brand are the stories that accompany it. I had a meeting last week with the CEO of a worldwide company who has over 50,000 employees. This company had just re-branded and I was told that the preferred brand identity, chosen from a set of 12, was the one that would give the best opportunity for telling stories. As the CEO of a global company, he wanted above all else, a logo and graphical system that had a story behind it to make it memorable for staff and customers to understand what the company is really about.

Stories are always at the heart of the branding process for us at the loft. With ‘bridge2business’ we were briefed that young people in colleges should be inspired by enterprise but just as importantly to understand the importance of human connections in building a business. ‘Inspiration’ and ‘Connections’ were two of the key words alongside ‘Support.’

Regarding connections, we discussed with the client that most of the time we overlook the treasures we have on our own doorsteps to grow our businesses. For a young entrepreneur in college – there are vast riches all within the building itself- graphic and digital design students who can create your first brand and website, IT students who can help you set up your computer and systems, drama students who can show you how to present and perform with aplomb. Every part of what’s necessary to run a business is actually on your doorstep and can be accessed with a little initiative.

During the week, I asked Alejandro and Ruth to start looking at stories that would support the key words, themes and bring the ‘bridge2business’ brand to life. As usual they out did themselves, picking three exceptional and timeless stories from the last two centuries that supported our themes. I wanted to briefly talk about one that I really enjoyed regarding the importance of using untapped connections to grow a business.

One of the greatest achievements of mankind in the last 150 years is the motorcar. Many people know that Karl Benz was responsible for the first motor car but what many people (including myself) didn’t know was that it only came to be, because of the indomitable spirit of his wife – Bertha Benz.

Karl Benz had created the first properly functioning motor car, it was a triumph in engineering as well as a shining example of human expression at its fullest. Despite his success, he was having a terrible time trying to commercialise it and demonstrating how it could be useful to others. It wasn’t until the height of their frustration that on the 5th of August 1888, without telling her husband or the relevant authorities, his wife Bertha drove her two sons Richard and Eugen from Manheim to Pforzheim to visit her mum.

She was the first person to drive an automobile over a long distance (66miles.) This was the very first proper ‘road-trip’ and she used it to show her husband and others how useful this machine could be to daily life. It was a wonderful piece of marketing, she received much publicity for her trip and she diligently noted every problem she incurred on the journey to make the automobile even more user-friendly. These innovations included additional gears for climbing hills and brake linings to improve brake-power.

During her journey, she had to stop at a pharmacy to buy ligroin for fuel, the brakes had to be repaired so she visited a blacksmith. These small enterprises became our first ever fuel stations and car garages. It was the initiative of Bertha Benz that helped turn the motorcar into a commercially acceptable business.

Thanks to this initiative, we have roads, petrol stations, mechanics, factories, supply chains, hundreds of millions of people being employed thanks to one invention – the motorcar. How many years longer would we have had to wait without this interruption into her husbands affairs? How much further behind would we be today if it hadn’t been for Bertha Benz?

The bit I like most about the story is that they may have been business partners but Karl had overlooked Bertha, until that point for advice and assistance. This was his wife and life partner, some may say the strongest connection you can have as an entrepreneur.

How different his life would have been if she hadn’t did what she did.

How different a world we would be living in if she hadn’t do what she did.

So for the 16-24 year olds engaging in ‘bridge2business’ there is a telling lesson about the brand.

It’s about the importance of using your connections, particularly the ones at the college, the ones you don’t even realise you have. Your journey will be much richer, more fun and more proseperous than you can ever imagine.

And for us, we now have to build that and some of the other wonderful stories we have, into a great identity for ‘bridge2business.’ Watch this space!

Benedetto

BB

Benedetto is an enthusiastic Creative and Business person.

‘Design with soul’ may be the company tag-line, but to Benedetto, it is also a way of life. He believes that creative and commercial enterprise is about purity of thought, honesty of construction and boldness of execution.

He believes in bringing out the true essence of human endeavour and considers his job of articulating the great work of people and companies an absolute privilege.

His journey has taken him from a career in car design through to his current role as the Founder and Creative Director of the loft, a branding consultancy in Glasgow.

He is honoured to manage a great team, work with great clients and have a lot of fun mixing with so many great people in business.

28
Sep

10 ways to win and retain clients

A couple of weeks ago my company created a brand–experience chart to compliment a presentation about ‘Branding for the 21st Century.’

It can be found here…

http://www.theloft.co/loft-brand-experience-map.pdf

The chart demonstrated the importance of company culture in creating brands that people wish to engage, and more importantly, continuously engage.

Client/customer/employee loyalty is one of the most important aspects of commercial success.
VW sell close to a half million cars in Europe every year and have done so for a very long time, it is the bed-rock of the company’s success and future growth. Customer loyalty is one of the most fundamental attributes in helping a company to scale.

This can also be true with employer-employee experiences, but this post will focus on the client/customer journey.

Here are some of our top 10 ways to building a brand experience that helps to win and retain customers and clients…

1. Create your own map

As a starting point, for brand experience; start with a single client/customer group. Anything your company does that engages the five senses of the end client is a touch point. Consider direct (your communications and activities) and indirect (press coverage, word-of-mouth, market perception, etc) touch points. Touch points can range from the initial hand shake and swapping of a business card to the client’s viewing of your website, through to your e-mail system (we have a blog coming up on the dangers of poor e-mail campaigns.) There can be thousands of interactions depending on the size of your company; take the most important ones and break them into sub-categories (website – home page, about us, contact form, twitter feed, etc…) or (people – dress attire,)

2. Look out for red flags

Ruthlessly vet your business for hygiene factors throughout the ENTIRE EXPERIENCE. These are interactions that will kill the brand experience in an instant and make it almost impossible to do business with your company in the future. Obvious ones include – slow website, broken web-pages (particularly important with multi-browser compatibility,) overly aggressive sales technique, spelling mistakes, un-expected price hikes or change in ‘terms of conditions,’ any form of over-promise and under-delivery.

There are also some really trivial touch-points which may seem obvious but you’d be amazed – members of the company dealing with the client/customer who may have a limp handshake. A really trivial thing, but along with others, can damage the brand experience beyond the point of no-return before a sale has even been made.

3. Don’t forget in-direct factors

Examples of bad press, poor reputation management or the ascent of your rivals in terms of reputation and perception will reduce the quality of your brand experience. These have to be identified and confronted as quickly as possible.

4. Differentiate yourself

You have to strongly differentiate yourself in the market for anybody to take notice of you. There are mainly four ways to define a brand in the market. How you deliver your product/service, what the product or service is, who the individual in the company is and why the company exists.

How you deliver your product/services | A key differentiator may be a special warranty, Hyundai made great hay when it began offering 5-Year warranties as a symbol of their reliability. It could be a unique client experience; one accountancy firm gave their clients jelly? No I’m not kidding; one of the fastest growing accountancy firms in the country actually gave their clients jelly as part of a zany brand experience. Not everybody wants jelly from their accountants but some did and loved it… However, make sure whatever you do is in keeping with your own culture.

What you do | Do you do anything that your rivals don’t? EE, for a very limited space of time, are the only provider of 4G phones in the UK. This differentiates them. ‘Law At Work,’ one of the fastest growing legal firms in the country, is a legal brand that only operates in the area of ‘employment law,’ this exclusivity of service re-defines their expertise for a very specific type of legal work. They are perceived as specialists in a market full of generalists.

Who you are | People defined brands, brands with superstars that front them up – including all of the following – Jamie Oliver, James Dyson, Mary Portas, Gordon Ramsay, Richard Branson but more interestingly many companies/individuals still pledge allegiance to the partner as opposed to the firm in professional services.

Why you do what you do | The big one! Why do you exist as a company? What is your purpose beyond profit? The most intangible of differentiation points but the most potent. Apple are defined by ‘thinking differently,’ Google are defined by ‘indexing the worlds information,’ and the Ritz for providing the best customer experience in the world.

This may seem a bit flowery to some but it is unbelievably important to driving client/employee loyalty.

The companies that can define themselves in this way are the ones that will create a real bond with their clients, customers and staff.

I suggest that you take a piece of paper. Make a set of axis and create 4 quadrants – why, who, what and how; list all of your rivals down and see if there is any great differentiator in a clients mind between yourself and your chief rivals.

5. Watch Simon Sinek, ‘Why great leaders take action.’

For more information on creating your differentiation by ‘why you exist,’ I really advise watching Simon Sinek, ‘Why Great Leaders Take Action.’ It is a 20-minute TED talk which beautifully explains the importance of your purpose beyond profit.

6. Find out why existing customers/client choose you?

Really drill down into WHY your company wins business. Is there a real compelling reason? Is it a logical or emotive reason? Most importantly, is that reason present throughout the entire experience? A contradictory competitive advantage or brand experience pretty much kills any chance of a second sale. People struggle to trust brands that contradict themselves so finding that out should be a matter of priority.

7. ‘Walk the talk’

For existing clients/customers, failure to ‘walk the talk,’ is critical. Any form of broken promise pre-sale will be punished when it comes to product/service renewal. Whichever feeling you decide to invoke in ‘sales/marketing’ has to be consistent throughout the experience. You must ‘walk the talk.’ If you’re selling safety as the differentiator in your service, this has to be evident throughout, if you’re selling a commitment to people or social justice, this can never be contradicted throughout the entire experience. Even if there is short-term pain, a betrayal of values damages the brand, brand authenticity and relationships with clients/customers and staff.

8. Build the emotional case

For marketing and sales, I briefly mentioned technical and emotive information. People make decisions based on emotion and then justify them with logic. That doesn’t mean that logical information such as price, location, delivery of service, size of company, etc will always be overruled by pure emotion. But if all logical elements are comparable, people will make decision based on emotion and gut-feel. If a brand can invoke some kind of natural feeling, this will help considerably in getting the company over the line in winning competitive pitches or tender against their competitors.

9. Work out your ‘purpose beyond profit’

Companies with distinctive cultures and ‘a sense of mission,’ will out-perform those that are purely ‘results driven.’ They allow for more consistent brand experiences which in turn drives loyalty, companies with genuine culture have an authenticity and ‘real-ness’ that people buy into. Furthermore, evidence of a unique or strong company culture will become the best marketing collateral that you will ever have. Don’t just have values, create a set of behaviours to sit beside the values and tell the whole world about them.

10. Build the brand from the inside out.

Think of your brand as a method actor/actress. 90% of what we communicate when speaking to others is in body-language not words. When actors/actresses have to depict their roles on stage, they naturally find it impossible to control every single part of their body language and also recite their lines at the same time. This is where method-acting comes in, the actors/actresses immerse themselves in the characters to become them in their own minds’ this allows the performance to flow and create a more natural and authentic performance.

For anybody with staff and particularly those of you that runs larger companies with potentially hundreds of thousands of touch-points, you aren’t going to be able to micro-manage every single interaction – like the method actor trying to control every part of their body language, it is impossible. The only way to allow for some kind of consistency of brand experience is to immerse your staff and suppliers, into the company culture. Define your culture strongly and then communicate it internally with as much rigour and gusto as you would with external communications.

These are just some of the main ways that you can build a brand experience that helps your company to win and retain clients.

For any further advice, please don’t hesitate to contact us…

Benedetto

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Benedetto Bordone

Creative Director of the loft.

Benedetto runs the branding consultancy, the loft. Based in the centre of Glasgow, the loft creates emotive brands.

Benedetto began his design career aged 9, sketching cars in the loft bedroom of his parents house. Even then he realised some eternal truths. Alfa Romeos are infinitely cooler than Ferraris and always have been. Time has only hardened this opinion. Since then, he has been on a journey taking him from his hometown in Kilmarnock to Coventry, studying car design aged 17, three separate spells in Italy followed where he interned, worked & freelanced for distinguished design companies – BeeStudio, Alfa Romeo, Honda Advanced design & Stile Bertone.

Setting up his own business was a natural step for somebody as independently minded as Benedetto. The loft was set up in 2008 and offers a comprehensive branding and communication service to its clients. The company combines a deeply analytical approach into the clients culture and commercial targets before engaging in creative design and strategy work to build emotive brands.

24
Apr

The West Wing Effect

It took about 10 years of my friends telling me ‘You have to watch the West Wing, you’ll love it.’ for me to take their advice. I know the first West Wing was shot in 1998 and the final one in 2006, so I am about 15 years late to the party. But a couple of months ago I got the box sets and before I knew it I was on to series 6. I got to admit, my friends were right- what a show! Packed full of drama, great personal and political stories and from what I understand- a reasonable insight into what life is really like inside the White House.

What I like most about the West Wing is the culture within the organisation, the human tales – the energy, the sense of purpose, the sense of unity. I must admit it reminded me very much of my time at Alfa Romeo nearly 10 years ago. Awake at 6AM, in work for 7AM, incredible energy, incredible passion, fierce debate, a little bit political. You seldom left before 7PM, you’d regularly still be around at 9, midnight and beyond was never out of the question. It’s probably the hardest I’ve ever worked and it was a combustible mix of passion, energy and chaos fuelled by espresso of course. Working hours were horrendous, pay was incredulous but it’s one of the experiences I look back on with the most fondness. I think it’s why I’ve enjoyed The West Wing so much. One is design, the other politics but the fundamental attributes of passion and a clear ‘sense of mission’ is evident in both.

Alfa Romeo and the President of the United States are two very emotive causes. Its crystal clear what you’re working for, the sense of mission is evident and these organisations have people that put the cause before their own needs.

Why?

Not because they have too. But because they want too.

It’s the invisible force that drives people to do better that I’m fascinated with- finding it, unlocking it, releasing it and letting it grow to let companies do better, to let people do better. To outperform the market. It’s evident in sport too. I was fascinated and delighted that Iain MacRitchie, chairman of Hobbs, at a recent dinner agreed with my question that companies could use sport teams as examples to endow their people with a sense of pride in the organisation. If you play for The All Blacks or Manchester United, you play as much for the jersey as you play for yourself. I have friends that work for companies such as Nike who are endlessly reminded of what it means to work for such a great company as well as being aware of the company values, vision and culture.

This sense of purpose.

This sense of cause should be at the heart of every organisation. Brand communication has a true role to play. To communicate a vision, you must firstly have a vision. It has to come from the management team. The people at the top must understand, live it and buy into it before anybody else can. Thereon in afterwards, it’s about telling and re-telling that story – to staff, to clients, to prospective clients, to suppliers, to investors. Getting buy-in from each of the individual stakeholders is what will propel your company forward. It will be the invisible force that enhances sales, client loyalty, client satisfaction, productivity and overall happiness in the workplace. It will be the passion that fuels new thinking and innovation.

We are officially launching a service – initially for large law firms- called Loft Legal. Long term, we’ll work with other service providers. We know that most top firms have a culture, but all too often it is hidden away. We intend to bring it out and turn it into something that can motivate, educate and inspire people to do better. Everybody knows what they do in a professional services firm and how they do it. But many just need to be reminded a bit more often, why they do what they do. Call it the ‘invisible force’ or the ‘West Wing effect.’ Given the right place, it can help to drive your company forward.

Benedetto

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Benedetto Bordone

Creative Director of the loft.

Benedetto runs the creative design consultancy, the loft. Based in the centre of Glasgow, the loft creates emotionally engaging brand identities.

Benedetto began his design career aged 9, sketching cars in the loft bedroom of his parents house. Even then he realised some eternal truths. Alfa Romeos are infinitely cooler than Ferraris and always have been. Time has only hardened this opinion. Since then, he has been on a journey taking him from his hometown in Kilmarnock to Coventry, studying car design aged 17, three separate spells in Italy followed where he interned, worked & freelanced for distinguished design companies – BeeStudio, Alfa Romeo, Honda Advanced design & Stile Bertone.

Setting up his own business was a natural step for somebody as independently minded as Benedetto. The loft was set up in 2008 and offers a comprehensive branding and communication service to its clients. The company combines a deeply analytical approach into the clients culture and commercial targets before engaging in creative design work to build emotive brands.

25
Mar

out of your head…

‘Hierarchy of information’

Remember those words.

Yes it is pretentious ‘designer-speak.’ But it is also one of the pivotal factors in the success of your website or digital presence.

Why, what, how?

Who, where and when?

These are all questions that must be considered when building new digital communications. One of the common questions we get asked from clients before building their websites is please justify the added expense of doing this activity. What’s the ROI? A question that once had me hiding underneath the table in worry is now one that I take delight in answering.

Whilst working with professional service firms I tend to notice that the partners tend to have good conversion rates when sitting in front of a prospective client. Their technical expertise and professionalism will usually win the day when speaking with new clients. Conversion isn’t as much a problem. Something I hear more of, is that they just don’t receive enough new qualified leads to convert.

And this really is the tricky bit.

This is where the company’s overall marketing and brand communications holds greater significance. Getting the right message to the right market gives you a better chance of getting more leads. And obviously your web presence is a pivotal part in this. We also find, when speaking with prospective clients, that if you ask any good accountant, lawyer, broker, advisor etc how they’ve helped their clients in the past. They’ll have wonderful and nuanced examples of how they’ve worked with different clients in different ways.

Call them ‘great stories’ or ‘great case studies,’ they have undoubted value to the people that are browsing your website, blog or LinkedIn profiles.

Where can you find these great stories?

Unfortunately they seem to live only in the heads of the people telling them. This clearly means that nobody, with the exception of those that know them or deal with them regularly, are going to know of the additional and specialised expertise.

A potential client almost certainly won’t.

Not only should they be online but they should be easily accessible too. Most people talk a good game but at some stage you have to show more.

Who? What? Why? Where? When? How?

Hierarchy of information means that you are brutally selective about the layering of information on your website or any communication platform for that matter.
Let’s be honest, we all try a little bit harder on a first date don’t we? We don’t show the other person absolutely everything on day 1 do we? Well not at the start anyway. We put our best foot forward and hope we build enough of a rapport for them to want to learn more. So why would you not approach your digital presence with the same attention to detail.

People in business are mightily busy.

Mightily busy.

So to just get a hearing, you have to remove every possible stumbling block between a prospect and what you can do to assist them.

I have said this before but Winston Churchill once apologised to his audience for a speech being too long because he just didn’t have the time to edit it for their ears.

You can forgive him.

He absolutely had the right idea. It’s YOUR responsibility to ensure that people get to see the right information, the information that can make a difference to them.

The information that justifies your fees.

It’s no good in your head when hundreds of people visit your website daily.

Well actually it’s really our responsability because that’s what we already do for all our clients. Hierarchy of information: layering the information in just the right way to help generate more sales leads. It takes time, intelligence and understanding but will make a significant difference.

How many client accounts do you have to win to justify the additional price of the website?

Yes, you’re right. It’s an absolute bargain.

Benedetto

About the Author

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Benedetto Bordone

Creative Director of the loft.

Benedetto runs the creative design consultancy, the loft. Based in the centre of Glasgow, the loft creates emotionally engaging brand identities.

Benedetto began his design career aged 9, sketching cars in the loft bedroom of his parents house. Even then he realised some eternal truths. Alfa Romeos are infinitely cooler than Ferraris and always have been. Time has only hardened this opinion. Since then, he has been on a journey taking him from his hometown in Kilmarnock to Coventry, studying car design aged 17, three separate spells in Italy followed where he interned, worked & freelanced for distinguished design companies – BeeStudio, Alfa Romeo, Honda Advanced design & Stile Bertone.

Setting up his own business was a natural step for somebody as independently minded as Benedetto. The loft was set up in 2008 and offers a comprehensive branding and communication service to its clients. The company combines a deeply analytical approach into the clients culture and commercial targets before engaging in creative design work to build emotive brands.