Grow Your Business Exhibition

Brand Profitably: Slides & Audio Recording

Effective marketing starts with a powerful brand.

If there’s one thing that’s going to get your business through this recession, it’s your business brand. Sweeping statement? Perhaps! Let me qualify that a little more.

Planning, managing and communicating your business brand effectively will attract more of the right sort of clients. You’ll build loyalty, gain more repeat business and you’ll make your marketing much, much more effective.

http://www.guildfordprinting.com/brand_profitably.html

White Rhino, The Initial Concepts

In this post we shared the winner of the Grow Your Business branding competition's brief with you. Now here are the concepts. You can download the document in full if you like, and here are the concepts in brief.

CONCEPT ONE
A bold, inspiring font and colour choices. We understand that your business works hard to create the perfect event with as little ‘fuss’ as possible for your client, so with this in mind we’ve created a fuss-free logo option but with plenty of character. We’ve also tried out some options with a rhinosaurus’ footprint; subtle but quirky.

CONCEPT TWO

This logo has a more relaxed feel to it and paired with more calming colours makes for a lovely, well balanced finish. The illustration style is fresh and quirky, adding a flash of creativity and passion to the overall style.

CONCEPT THREE

Again, the muted blues and greys feel really appropriate and welcoming, and we’ve tried an alernative illustration style that carries a little more depth and realism to it. There’s something about the rhino being on top of the letters that gives a sense of control and stability.

If your business would benefit from a branding makeover why not join us for a free branding consultation? During that hour you'll gain specific feedback on your brand: what's working and what's not. You'll also see the impact that design has on other businesses like yours, and you'll leave with a clear vision for where your brand needs to be heading.

To book, simply call us on 01483 401 818 or email guildford@printing.com

Download 852738.pdf

Not using the back of your business card? You're missing a trick!

Do you use the back of your business card? And I don't mean for writing notes on! I mean to inspire, to sell or to explain; to create impact, add intrigue or simply to appeal to your target audience.

So many businesses miss out on this opportunity, and yet it doesn't actually cost very much more. For about £35 you can massively increase the impact of your business cards, just by putting something on the back. That something might be a photograph, block colour like in the example, a piece from your logo or an illustration. It might be a quote, a question to get people thinking or simple your strapline or website. Either way, it's another opportunity to capture peoples attention and imagination. It's another opportunity to sell your business. And it certainly creates impact.

In fact, why wouldn't you use the back of your card? I was talking to someone yesterday who protested that having information on both sides was annoying. That he stored his cards in a plastic file and having to take them out to retrieve information was frustrating. I agree. I'm not suggesting that you put important information on the front and back because that does get annoying. What I'm suggesting is that you use the back to sell yourself.

Secondly he commented that block colour on the back of a card was annoying. But why? "Because I often like to write on the back of cards.". Now people say this a lot. Think about it, when was the last time you wrote on the back of your card before you handed it to someone? Thought not. People usually want to write on the back of your business card because they want to sell you something. Why would you miss out on creating impact with your business card just so that someone can sell you something?

So go on, be brave, use both sides of your business cards and make yourself stand out from the crowd.

Do you sell lifestyle products or services? Then you need to make sure your design is seductive enough

Companies like Joules, Boden and Cath Kidston all use design to seduce their clients with an aspirational lifestyle. It's almost as if the product becomes secondary to the complete package that people are buying into. Take a look at any of their marketing and you won't just find product shots (which are essential in showing how the clothes actually look); you'll also find 'lifestyle' shots. Images of the clothes in situ with just the right accessories and backgrounds.

Take Joules for example. I'd always understood them to be an equestrian clothing brand. Probably quite funky but not for me with my lifestyle at the moment. You could've knocked me sideways when I flicked through their catalogue which arrived this evening. Some really beautiful imagery, great clothes (always key -doesn't matter how great your lifestyle design is if the product's terrible) and a lifestyle that I could really buy into. I tell you, I was hooked. And this is one of the ways that design can really create desire and help you generate sales.

Fiona Humberstone will be speaking on Branding for Your Business on 30th April. You can find out more about her business at www.guildfordprinting.com.

Post Purchase Dissonance, and how to combat it

You know that unpleasant feeling you get when you’ve bought something and you somehow just feel a little let down by it?

Maybe you feel you paid too much. Maybe you felt the product wasn’t up to spec. Maybe you felt a little ripped off. Whatever the reasons, this is known as post purchase dissonance. Or cognitive purchase evaluation.

I believe that combating this is essential if you are to gain repeat business and recommendations from your clients. And the good news is that there are a number of steps that you can take to reduce or completely combat post purchase dissonance within your clients.

Firstly, talk to people a couple of days after they've bought from you. Just because people haven't complained doesn't mean that they're happy. So give your customers the chance to give you feedback and then take steps to put it right.

Secondly, ensure that you don't make the classic mistake of only investing in smart marketing materials for contact before the sale. How you deal with people, the effort you put in after is just as important, if not more. This means that boxes (if you use them) should be smart and branded, the art of receiving the goods should be just as exciting as ordering them. And if you think that you can get away with home-made invoices, well, this is the time to think again. What does that tell your customers about how you feel about their business?

Design plays a big role in the avoidance of post purchase dissonance. It’s your way of showing that you’re serious about your business. That you take yourself seriously and you believe you’re worth investing in.

But what about you. Have you ever had positive or negative post purchase dissonance feelings? Sometimes it can be the smallest, most unrelated thing that causes a big impression in someone's mind.

I can remember when I bought my Golf a few years back. I went to collect my shiny new car, and there it was - exactly as spec. The colour I'd ordered, with all the extras and on the day they told me it would be ready. And yet do you know what gave me that unpleasant feeling in my stomach? The fact that I'd always heard that when you buy a new car from a dealer you get a bunch of flowers or a bottle of champagne. I looked in the back and there sat... a branded teddy bear! Not the same effect. Not at all.

Contrast that with a recent purchase I made online with Isabella Oliver. The clothes are expensive but I'd looked around for similar quality and wanted to treat myself. The package arrived literally 24 hours after I'd placed the order (BIG tick in the box!) and was so impressive that it actually encouraged me to go back online and order more. Yes, the clothes were fab. But to be honest, I'd expected that. It was the extras that really impressed me, that really gave me the feelgood factor. They came beautifully wrapped in swathes of orange an white tissue paper, with a thank you note from the business owners, postcards to send to my friends (branded of course) and a discount voucher for future purchases.

The Isabella Oliver experience just goes to show how you can use the natural post purchase feelings to your advantage and really cement a relationship with your customer. And at no extra hassle to the company.

What can you do in your business to create a feelgood factor after purchase?

What comes first? A website or a new logo?

When you're starting a business or revisiting your marketing, where do you start? With your website or with your logo design? When budgets are tight I can understand the logic behind starting with your website - websites can start generating you visible income immediately, they're an essential part of your marketing mix and if you can get the website right you can use the income generated to refine other areas of your marketing.

However, if you take a step back and look at the bigger picture, I think you'll see why this logic is flawed.

Great marketing always starts with strong branding. If you don't have a strong brand identity you'll simply be making life harder for yourself. You'll have to fight harder to engage your target audience, you'll have to spend more money (in the long term) getting your marketing collateral looking like it's come from the same company and quite simply, you're missing a trick.

Think of branding like losing weight
Imagine you decided that now was the time to go on a drastic image makeover - you'd lose 3 stone and get a new haircut and new wardrobe. When would be the best time to invest in that new wardrobe? Before you'd lost the weight? Or after? Sure, you'd feel better instantly if you went out and bought a new wardrobe immediately, but ultimately you'd end up throwing all your old clothes away when you reached your target weight. Your body shape would be different, you'd have more confidence and your tastes might even be different. You'd probably feel like you'd reached your full potential and feel as though now was the time to be showing off your new body shape. Do you think that the clothes you bought when you were 3 stone heavier would still work on your new, trimmer frame? Unlikely isn't it?

So why then, does it make sense to design your website before you finalise your branding? Getting the branding right at the outset can actually save you money in the long run. To start with, you'll have a clear set of brand values and brand identity to give to your web designer. This means that you'll incur less creative bills (and probably get a better outcome since most web designers aren't branding experts). You'll also get to where you need to be much faster because your web designer will know what you expect of them. And finally, you'll have a website that truly represents your brand. That really says the right things about your business.

So before you rush out and order your new website, just think - am I happy with my branding? Is it saying the right things about me? And if you're not, talking to a friendly design agency who specialises in branding!

How to choose the right photographer for the job

• Firstly, decide on what you want the images to achieve in terms of your overall message – what should they be saying about you and your company and how will the style help communicate this to your audience? Once you have a clear objective in mind, it will be easier for your photographer to come up with a shooting plan.
• Book someone whose area of expertise reflects the type of images you’re after, and who can back up their credentials with plenty of good examples.
• This may mean choosing an expert in, for example, architectural, still-life or fashion photography – whatever it is you need; on the other hand, you may find a good General Practice photographer who specialises in several different areas of photography.
• Check their website for examples of the type of work they do and ensure that there are plenty of them, and not just one or two, scattered amongst a miscellaneous assortment of other work. If you see a good selection of the kind of photographs that you’re looking for, then that’s a great starting point.
• The next step is to discuss things with them in detail and to ensure that you brief them properly in writing. Don’t forget that the end result represents the photographer’s interpretation of your brief, and that one person’s idea of an “informal, relaxed portrait” may differ quite considerably from another’s.
• Finally, whilst budget considerations must be borne in mind, it’s worth remembering that booking a photographer purely on the basis of their low prices could prove to be the more expensive option. Getting value for your money is important, but don’t lose sight of the fact that the finished product must be of a high quality; otherwise you could finish up with a lot of photographs you’re not happy with and the prospect of having to pay for a re-shoot.
• High-quality photography that complements your business objectives should form a central part of your marketing activities – only then does it cease to be a cost, and become an investment. So it’s worth taking the time to source the right person for the job.
Anna Saverimuttu is a Guildford-based photographer, specialising in portrait and event photography for businesses and individuals. To see more of her work, visit www.annasaverimuttu-photography.co.uk
Or, contact her for an informal chat and further advice on 01483 571119 or at annasaverimuttu@aol.com

Adding Polish Adds to PROFITS! Business attire in the summer

Your outfit speaks loudly about your professionalism, casual dress - casual attitude. Think business first and casual second, as inappropriate dress is distracting and takes the attention away from the business at hand; therefore good boundaries need to be established in a business environment. People become more casual in the hot weather as they wear more relaxed clothes but that doesn't mean their grooming should and this is what can let people look sloppy and untidy.

Five Grooming reminders:
Your outfit needs to always be well pressed and wrinkle free to look professional.
"No ironing" is not appropriate and indicates you may well be a person who lacks attention to detail!
Items should be in good repair.
Hair should be neat and tidy all day not just when you arrive at the office. Check it out when you visit the cloakroom/toilet.
Manicure and pedicure regularly.

Angela Marshall runs Appearance Management. You can find out more about her business image service by visiting her website.

How to ruin your brand in 5 seconds flat

Your new letterhead and business cards are back from the printers; your exquisitely designed website is all ready to go. All you need now is some photos of yourself, your team and your products.

So, grabbing the digital camera you make a quick tour of the office, snapping everyone at their desks, take a few shots of your products and post the photos onto your website; maybe you even use some in your leaflets. That’s the great thing about digital photography isn’t it? Now, anyone can take photographs like a pro without having to go to the time and expense of hiring a pro, right? Wrong. If only it were that simple. Unfortunately, owning a digital camera is not the only prerequisite for taking professional-looking pictures; if it was, not only would everyone be doing it, they’d also be doing it well; which is certainly not the case, as a glimpse at many companies’ websites and brochures will show! As the photographer Ansel Adams said “You don’t take a picture, you make a picture”.

So, why should you use a professional photographer?

Your brand values are reflected in everything from the words you use to the design of your marketing materials. A mismatch between any of these will weaken your business image.

Whilst it’s tempting to go for the instant result at no cost, will that result send out the desired message about your business?

Don’t forget that it takes seconds for someone to make up their minds about you and your company. How many times have you looked at a website, business card or brochure and been put off by the unprofessional quality of the design, graphics or typeface?

Photographs speak volumes - if you and your people are at the forefront of communicating your business message, then it’s vital that your photos create the right impression first time. And if you have a great product, you should be doing it justice by presenting it in the best way possible. Using the services of a professional photographer will help you send out the right message about your business. Good photography can enhance an already great brand; poor photography can destroy that brand’s credibility in seconds.

Here are just a few of the ways in which a professional photographer can help you create the right business image :-
• By identifying the best locations and backgrounds and “designing” the shot
• Using professional lighting techniques at all times
• Matching the style of photography to your business image
• Advising on the type of clothing that will work best for a portrait session
• Posing subjects in the most flattering way
• Being aware of and sensitive to the feelings of those being photographed and being able to put them at ease within 5 minutes of meeting them
In return, you will benefit from:-
• A consistent style for all your marketing material which supports and enhances your business image
• Professionally lit portraits and product shots at all times
• An ongoing relationship with a fellow professional who, in effect, becomes another member of your team whom you can call on whenever you need to
• Professional presentation and post-production of all your images
• More time for you to spend on your business
Anna Saverimuttu is a Guildford-based photographer, specialising in portrait and event photography for businesses and individuals. To see more of her work, visit www.annasaverimuttu-photography.co.uk
Or, contact her for an informal chat and further advice on 01483 571119 or at annasaverimuttu@aol.com

Positive Appearance Adds to Profits

When companies produce business plans they often spend lots of money on marketing, but can they have the wrong priorities? How many will ensure their staff look, sound and behave the part? Do their staff have good telephone skills, are they good listeners, do they understand the customer's needs and wants? People will judge us on how we make them feel when we engage with them whether it is on the phone, via emails, by letter or face to face. People like to buy from people they relate to and first impressions count.

Most companies can achieve significant positive results with small changes in their employees' images. The consequences can affect the bottom line as there is a clear relationship between wardrobe and attitude. Corporate image training and consultations can help your company succeed quickly and easily.

I was recently listening to a BBC panel talking about football and Les Ferdinand, Carlton Palmer and Garth Crooks discussed various teams personal image. They said "the right dress gave the right attitude and the rest will look after itself. Having a smart suit, shirt and tie gives you pride in playing for your team. You look the part when you arrive at the match and get off the bus". Several sport teams, including basketball, are implementing this smart appearance.

People buy from People first - not Companies, Products or Services.

Angela Marshall runs Appearance Management, an image consultancy based in Surrey.