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Archive of: Branding

Is cluttered marketing communication causing confusion and overwhelm for your customers?

Marketing communications

I was recently asked to provide a client some guidance on structuring their flyers, EDMs and other marketing communications in a way that makes them easy to understand and professional-looking. They already knew that their previous attempts had fallen into the “cluttered and confusing” trap…so how does one get out of it? First of all,

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Brand authenticity vs consistency…putting the emPHAsis on the wrong syllable

Reflecting on all the talk about brand authenticity…if you think about ‘authenticity’ according to your personal experiences and social interactions…you know that it can be a roller coaster. How someone thinks and behaves is subject to basic things like ‘having a bad day’ or being under pressure from deadlines. Authenticity in this context is allowing

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Marketing guide to colour formatting images

Marketing_formatting images

Often having trouble formatting images? Colour is one part of formatting images that stumps a lot of people looking after their marketing. RGB, CMYK and a bunch of other acronyms can seem like a foreign language to many people trying to upload images so that they look good online or provide the right format to

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Brand consistency – how do you achieve it?

  Brand Consistency – are you there yet? Recently I have been reviewing the conversion of a piece of marketing collateral (brochure) from one brand into another. The goal with the new marketing collateral is brand consistency. Given that I am not doing the conversion myself, but rather providing constructive feedback, I am having to

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Marketing Strategy – becoming famous

A marketing strategy feature : Remarkability and becoming famous…. With technology evolving faster than the speed of light, it is not surprising that the age of being able to easily market something to average “Joe or Josephine Public” is over. Marketing something average to an average consumer via average means is going to get you

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5 Tips for better business cards

Here are 5 things to consider the next time you plan the contents of your business cards… Stand out. Make your business card stand out in the sea of business cards we all accumulate. Use dominant colours, textures, die-cut shapes and print effects such as gold foiling to make yours a bit different and special.

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Re-visiting what makes a good logo

Back in 2012 I blogged about “what makes a good logo” and I think it is worth re-visiting that topic every now and then. I am sure many people reading this have recent anecdotal evidence to support some of the subject matter in my original article – have you spotted a particularly poor logo over

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What is the difference between a logo and a brand?

Many companies are formed without a flight path and therefore their logo is created without a brand strategy. This logo can serve them well for some time – they probably inadvertently develop a brand along the way…and there is nothing wrong with that if you are prepared for some hiccups along the way, except that

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Tips for getting the most out of your graphic designer

There are some tips to avoid the situation of communication breakdown between you and your graphic designer in developing your logo. If you follow this advice below, it will not only help manage your expectations about working with your graphic designer, but give you an understanding of your responsibilities in the project, as the onus

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Who should I choose to design my logo?

It can be an overwhelming and confusing task getting a logo developed, so I have put fingers to the keyboard with a few thoughts about choosing who to design your logo. If you are a small or medium business, the chances are you are not likely to use a big branding agency (as good as

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