We are excited to share with you our latest brand to launch this year.

Congratulations to Ideal Foundations™ on their re-branding!

Ideal Foundations™ has been busy showing off its new look along with its fantastic products and services at Trade Shows across Sydney.

They exhibited over three days at DesignBUILD 2011 at the Sydney Convention and Exhibition Centre on the 11th, 12th and 13th of May. DesignBUILD is Australia’s leading trade and professional building expo, showcasing all that’s new, innovative and sustainable in building design, from planning to post construction. Ideal Foundations™ was able to make a great impression on existing and potential customers, following the brand’s recent face-lift. Their presence at the show was met with positive feedback and lots of enquiries over the three days kept their staff busy.

We are excited to share with you our latest client brands to launch for this year. Congratulations to Penny Webb, Wayfield Group, Airaway and The College of Nursing's Emerging Nurse Leader Program.

What’s a brand refresh?

As markets change, businesses mature and new business trends develop, it is often necessary to ‘refresh’ a brand.

Your positioning in the marketplace has already been established so a totally new look could impact on your
existing brand awareness. What is needed at this time and indeed every three to five years for most brands is a BrandManager ‘Brand Refresh’.

Why change?

Some of the reasons that trigger the need for a ‘Brand Refresh’ include but are not limited to ...

• New directions and reframing of your business directions as your brand grows and matures
• Market trends and consumer demand changes - just look at fashion for example, how much of your current ‘fashionable’ wardrobe of clothes do you wear today that are more than five years old. Like the fashion industry, the business marketplace changes in design, colour and style every few years.
• New competitors enter your ‘space’ creating a need to better differentiate yourself.
• Business growth has reached a plateau and your business image is looking a little tired.
• The time has come to refocus and tailor to a specific market demographic so there is a requirement to bring the brand inline with this new target market.

What’s included?

The ‘Brand Refresh’ process includes ...

• Review of your current positioning and competitors
• Development and/or refinement of your positioning statement
• Graphic upgrade of your current logo in line with market themes and trends
• Design, production and printing of a new corporate stationery package
• Redesign and mockup of your website
• Brand Style Guide including fonts, colours and management of the new brand
• Six month Brand Marketing Strategy

Normally $3,900 ex GST
Subscriber Special for August only
Save $1000  Now $2,900 ex GST

It’s a fresh new financial year so to give your business a much needed facelift let’s start on the surface with your logo and branding.  Do some research and source your main competitors – online and offline – and print out their logos, take note of their marketing message, their Unique Selling Proposition (USP) and their positioning.  Now compare your logo, brand and USP to that of your competitors – does it clearly stand out, does it feel fresh and modern or old and tired and if you were a potential customer would it be inviting to you?

Now let’s go deeper into your organisation.  If your USP says that you are more ‘innovative’ or ‘reliable’ than your competitors then you need to back this up throughout your business.  Test the effectiveness of your USP across all areas from point of sale to customer service, your brochure copy to the way you answer the phone and down to your ‘elevator pitch' – the 30 second ad that sums up what your business is all about.

Finally you need to be realistic about your makeover budget – how much will you invest in your new look?  An upgrade of your existing branding can cost between five and twenty thousand dollars depending on the size of your company whilst new brand development can cost in excess of thirty thousand dollars and involve market research, new signage across your operation and a re-design of your website.

A business makeover allows you to freshen up your position in the marketplace, re-energise your sales team and shake up the competition.  It strengthens your brand by aligning everything together with a common theme and message together with re-focussing your marketing strategies to achieve better returns and support long term growth.

Brand launches – what’s new from our customers?

It’s been a big month for creating new business brands and we are proud to give you a taste of some of the exciting new corporate identities to hit the market …

Corporateyes

Brief:

To assist in the creation of a new business model and brand for leading corporate consultant, Linda Sirol.  Linda’s niche to corporate coaching, executive training and management is her hands-on, personal approach.
We developed the ‘Corporateyes’ brand around this together with the positioning statement, ‘Focusing on your business optimisation’

Solution:

WOW Fleet Consultants
www.wowfleetconsultants.com.au

Brief:

With a 30 year career in fleet management from across Australia, New Zealand and the UK, Keith Cormican was ready to go it alone. His no-nonsense and efficient approach needed a brand that had a point of difference – something that would demand to be noticed.

Solution:

 

Keith’s comment:

“The feedback from the website has been great!”

The Corpsych
www.thecorpsych.com.au

Brief:

After 25 years with same business name and brand, Dr Michelle from Interactive Life Skills was ready for a change.  Having grown from a small psychology practice to a multi-level human resource organisation, she wanted a brand that was both creative and corporate.

Solution:

Dr Michelle’s comment:

“WOW WOW and more WOW.  You continue to wow me Tony!!!
I LOVE this website.  It looks GREAT!”


If you would like to discuss your brand and how we can perhaps a little of the ‘wow’ factor please phone 1300 55 30 33 or email Creative Director, Tony Eades.

The Brief

Brandmanager was approached by a successful fashion business in Europe. They wanted to develop a children’s clothing brand, for boys and girls aged 2 to 8. The clothing was to be designed in Australia and manufactured in China.

 

Our brief was to develop an iconic Australian brand that would be positioned to the mid to upper market. We had six months to develop and launch the new children's wear label.

For the research we went to Fashion Exposed, the premier, bi-annual fashion expo in Melbourne. Here we interviewed and discussed the industry with existing clothing exhibitors to gain an insiders knowledge of the current Australian market.



The Name and Logo

We next brainstormed the brand – with every name we came up with we needed to check its availability in regards to domain name, trademark and business name. To keep with the iconic ‘Australian’ feel we decided on Kangaroo Creek as the main, umbrella brand.

 

The two clothing labels that were to be produced by Kangaroo Creek became Sugar Possum for the girls and Blue Dingo for the boys.

 

Now came the range itself and for this we sourced and hired an experienced Visual Merchandiser. We conducted two Branding Day’s in Sydney to develop the style, theme and unique stories for the summer collection 2010/11. Designs were developed, samples made and swing tags created

The Brand Message 

The message was to be rustic, colonial Australian - a brand identity to compliment the popular surf brands on the market. We booked a stand at Fashion Exposed Sydney for the launch and designed the stand to match the theme.

Next we hired models and chose a venue for our video and photoshoot – a pioneering village in Kalamanda, WA. We then created themed brochures for both labels and made them square and smaller than the standard A4. We also baked some cup cakes, printed bags and added lollipops to add enhance the Expo experience.

 

Finally we developed a web presence for both brands and created an online E-Store with over 100 products. The video was used as a ‘theme enhancer’ on the website to give a ‘behind the scenes’ look at the photoshoot and 'live' at the Expo.

 
The Results

The Expo was a success with all visitors welcoming the fresh, new look.

 

The results achieved included:

• Initial sales of $21K over the 3 day Expo

• Agents in Sydney and Melbourne interested

• Positive feedback from Europe/ for a possible launch in January 2011

 
Tell us what you think of this new children's brand – click on the 'comments' link below.

 

With Rebecca Stalenberg

Growing a business can be a very exciting time but it can also scary at the same time! You might have heard of horror stories of businesses being told to change their name or stop trading. By exploring the benefits of Trade Mark registration, you can see how trade mark can become a business asset, potentially saving you thousands of dollars and NOT letting your brand be stolen.

So how do you protect your “investment”? This is not just the dollars spent in the set up process but also the blood, sweat and tears setting up your brand. How do you stop your rivals and competitors from “ripping off your idea”?  How do you ensure that someone else isn’t going to come along and make you change your name? How do you OWN your brand? 

The only solution is to secure trade mark protection for your brand

What is a Trade Mark?

A trade mark is a sign that is used in trade to help separate your business from other businesses.  This can include your name, logo, tag line or slogan, packaging, colours, shapes, sounds or scents if they are unique to your business. 
  

Trade Mark Registration gives you exclusive rights for your brand in your nominated classes of goods and services for your business (which are broken into 45 categories).  Trade Marks can be obtained in as little as 7.5 months (if no problems are raised) and can be renewed every 10 years once registered – so it is vital to think about protecting your brands before you start your business so others can not steal your name or your branding ideas!

Why do I need a trade mark?

Trade Marks are not compulsory and are often forgotten about when setting up a business but this is the only way that you can get your name protected and stop others from copying your name/brand.

Many businesses are under the misunderstanding that if they are using their own name, or have a registered business, company or domain name that they “own” the name.  This is wrong!  A trade mark is the only way you can get monopoly, proprietary rights to a name and stop others from copying you! Here is an example of a real business affected by trade mark actions:

Katy Perry (Katheryn Hudson) v Katie Perry (July 2009) – the US singer recently tried to tell the Aussie fashion designer to stop using Katie’s own legal name for her clothing range.  Thankfully Katie had lodged a trade mark and it was almost registered which helped defeat the singers claim! The singer’s lawyers were also pressuring Katie to sign away her rights but thankfully Katie got help and fought back and won!  If Katie had not had a trade mark that was almost registered, her case might have turned out differently. In cases like this – it comes down to a fight of “who used it first” or what is happening more and more – who has the more money to fight it out!

I’d recommend a Trade Mark Search at the pre-launch stage of any new business is recommended not just to protect your band but to make sure you are not infringing on anyone else's brand.  If your new name is too close to another traders you not only have to start your business again but this is a mistake that can cost you thousands of dollars.

Trade Marks can save you how much?

You can attempt to lodge your own Trade Mark online for as little as $370 per class although it is always best to leave it to the professionals to make sure you are properly protected.  You could obtain a full registration that is valid for 10 years, in one class for as little as $1,290 (assuming no objections or oppositions were lodged). 

When you weigh up the possible costs incurred if you were sued including the other party’s costs if they are successful, it could cost you up to $200,000 in legal and associated costs.

Trade Mark protection is not just reserved for those multi-national companies, it is for all businesses, small & big – that want to gain an asset and stop others stealing their brand.  

Rebecca Stalenberg, is a Registered Trade Mark Attorney and Solicitor (NSW & Federal Courts) with 10 years experience in the Legal Industry providing practical legal advice without all the “legal jargon”. For more information on Rebecca visit her website at www.markyourterritory.com.au

What are your thoughts? Add a comment below and share your experiences with others. If you would like to look into trade marking your brand, email tony@thebrandmanager.com.au

When Kristen approached us prior to setting up her new business brand, she was involved in a number of areas, including family and employment law, human resources and training workshops. Through an initial briefings it was decided to create a 'global' brand feel with 'Gower Group' and then under this would feature Gower Legal, Gower HR and Gower Training.

Here is a preview of the new branding and how it has been applied. Best of luck Kristen with your new business in 2010!

Growing IT support and computer solutions company HighPoint chose BrandManager to 'lift their brand' and create some strong marketing collateral for an upcoming IT Business Breakfast event.

In under three weeks the HighPoint logo was enhanced, a USP (Unique Selling Proposition) agreed and a series of four brochures designed, copywritten, produced and printed.

The display table at the event stood out from the other exhibitors with its vibrant, modern new look – backed by a powerpoint display.

This is stage one of a branding strategy that will take HighPoint to the next level – even 'higher' than they were before.

Corporate colours contain hidden, psychological meanings so what are they secretly saying about your business? Choose your primary logo and business theme colours carefully as every colour has a subliminal meaning that should reflect what your style and theme of business.

Here's some examples for you to compare your corporate or even personal colours against their hidden meanings ...

• Blue-Green – wear this colour to get noticed, it causes reactions in both men and woman
• Pale Blue is known to encourage flights of fantasy and is very calming
• Green makes people feel safe and secure (used in hospitals, clinics)
• Brown is a good colour for marriage councillors as it is seen as a symbol of informality and invites people to open up through conversation
•  Yellow elicits the quickest response from potential buyers
•  Gray inspires creativity and symbolises success
•  Black signifies dignity, sophistication and authority
•  Red stirs senses and passion and is associated with power and energy
•  Orange stimulates creativity, ambition and energetic activity

Would you like to charge a little more for your products or services? Then add a little burgundy to your corporate colour palette.  Affluent men and woman are attracted to blue-based red tones whereas it produces uneasy feelings in lower socio-economic groups.

Once you've chosen your colours it's vital that your brand stays true to them – if your corporate colours are young and vibrant make sure that your marketing materials, your staff, the way you answer the phone and your product mix reflect this.

Finally, what good is a well thought through and meaningful colour palette if your colours don't remain consistent.  Look at the world's leading brands like Qantas or Coca Cola - how many shades or variations of their chosen colour do you see around the world or across different media? The answer none – wherever you see their logo it is always displayed in their exact tone of red and so it should be for your brand colours too.  Use spot colour printing for your marketing collateral or at very least have an approved four colour process breakdown for your key colours, especially for print advertising. Make sure your colour remains true online and invest in having a detailed brand style guide for anyone and everyone to follow.

In short – never underestimate the power of colour.

Do some research and source your main competitors – online and offline – and print out their logos, take note of their marketing message, their Unique Selling Preposition (USP) and their positioning. Now compare your logo, brand and USP to that of your competitors – does it clearly stand out, does it feel fresh and modern or old and tired and if you were a potential customer would it be inviting to you?

Now let's go deeper into your organisation. If your USP says that you are more 'innovative' or 'reliable' than your competitors than you need to back this up throughout your business. Test the effecitiveness of your USP across all areas from point of sale to customer service, your brochure copy to the way you answer the phone and down to your 'elevator pitch' – the 30 seconder that sums up what your business is all about.

Starting a new business but worried about your cash flow in those first few months? You can now get all your start up marketing requirements affordably with our new startup package. Our business startup packages get you underway with all your basic requirements, including logo design, website and stationery, allowing you to focus on launching your business straight away.

Your logo says it all

By Tony Eades  Business Marketing Specialist

Your logo is one of the most important assets to your business.

Take Coca- Cola for example, their logo could be licensed or sold today for millions of dollars– that’s just the logo not even the company.

Your logo is the pivot point of your business operations, everything comes from it.

Your customers react and interact withit, your marketing materials feature it and your  advertising promotes it. It’s not just a pretty picture – the colours chosen, the typeface  selected and the illustrations you use, all blend together to create a ‘feeling’ for your  business.

Your logo creates that all important ‘first impression’ for your potential customers. 

A logo should be current – if it is more than five years old then you really need to upgrade it. You probably aren’t wearing the same clothes you bought five to ten years ago - fashions and trends changeand your business image needs to reflect this.

Like a creative, modern design colour also adds vibrancy to a brand and delivers a physiological message to your potential customers.

Your logo should be at least two colours and usually no more than four – these  colour combinations create subliminal meanings like friendly, trustworthy,  dependable and so on.  What are your logo colours secretly saying about your  business?

Today’s modern printing methods have made full colour printing more affordable than everbefore so don’t be scared to use bright colours in your design.

A word of warning though – make sure that the colour chosen works equally as well on a computer screen as it does on a printed letterhead or business card – colour consistency across all mediums is vital to brand building.

One size fits all

Using the latest advanced technology and logistics DesignShop can now design and print a full range of products for client’s offices worldwide.

Creating a fresh new look

 

Did you know ... Design Shop has a full creative team who can breathe new life into your brand. Our design team can give your company a fresh new look.

Start surfing the web and collect a list of your favourite websites, logos you feel stand out on supermarket shelves or business cards that demand attention. For just $125 an hour our design team can give your business a professional makeover. Or, you can visit our LogoShop where you can create a customised logo in minutes using our easy, flexible and automated system – based on the same process top design firms use.

	No design experience or special software skills required.  Start by selecting from hundreds of professionally designed templates, then modify the design, change the font and select the colours – there's even a selection of various pre-designed colour themes to help you get the colours just right!

LogoShop is your key to creating the most important part of your business marketing – your logo.  Your whole business image, branding and marketing will be built around your logo, company colours and the theme you choose.

When you have completed your logo you will be able to download it in a format that can be used for printing and presentations – plus your new design is saved on our server and automatically imported to each new shop that you visit.

With LogoShop you have the power to create the next big international brand! 

Visit www.designshop.com.au/design - create a log-in, select 'start a new design', click continue, then LogoShop and follow the steps through to 'design it now' where you'll launch DesignShop's free online Design Editor.