The real potential of using Twitter and Social Media as a business tool is to keep your market informed, connected and engaged. It’s about building relevant relationships that add value to your two prized possessions: Your business and your brand.
Over the past six months the hottest topic in branding for business is: How does a business take advantage of Twitter to enhance their brand positioning?
Earlier this year we created the brand identity for The Australian Boat Race which will bring the Yarra River to life this Sunday as two of Australia’s famous universities go head to head in a one-on-one match race between their best women’s and men’s rowing eights.
The supersite billboard advertises the event on the corner of Grattan and Swanston Streets.
The Australian Boat Race encapsulates the long-standing rivalry between two great cities, two great states and two great universities and is the beginning of a brand new tradition, and is now an annual stand alone event, held year about, between each of the two cities. It is set to become a showcase event on each of the cities’ iconic watercourses.
The 2011 Australian Boat Race – Sunday October 30th at 12.00 noon on the Yarra River in Melbourne.
The course will be over 4.2 km starting from Victoria Dock, though the Bolte Bridge, past Southbank, through Princes Bridge and concluding at the MUBC Boathouse.
Women’s Eights Race – Start 12.00 noon
Men’s Eights Race – Start 12.30 p.m.
Medal and Trophy Presentation – 1.00 pm at MUBC, Boathouse Drive River Front.
Watching the race along the North and South banks of the Yarra River
General public can watch the action at multiple spots along the length of the 4.2 km river course, or just sit back and watch the action in one of the many restaurants that line the entire length of the course from Victoria Docks to Southbank and Federation Square.
For more information head to www.australianboatrace.com
I’ve been in a couple of meetings recently where the concept of crowdsourcing creative work has been raised. It’s a topic that I think we should address with our clients rather than simply ignore, so here’s my take on it…
If you’re unfamiliar with crowd sourcing, there are quite a number of different companies offering crowd sourced design services over the Internet. How they work is by facilitating what they call a ‘design contest’ situation. The client posts a creative brief wanting a logo for their new business, offering a one-off prize for the winning logo. Designers then submit designs; with the prize awarded to the winning designer in exchange for the rights to use logo the client like the best.
Brand strategy is the plan you create for the systematic development and idea of your brand so that it meets the objectives of the business.
The purpose of the brand strategy is to provide a clearly defined framework to align the branding effort with the business effort. At the same time motivating and inspiring those charged with developing the brand so that it resonates and positively impacts with people.
Your customer’s experience of your brand is everything. A brand is not a logo, a corporate identity system a company, product or service. A brand is a person’s ‘gut’ feeling and is built up in their mind by how they have experienced the brand over time.
Just think for a moment about how our senses are bombarded with graphics and communication every day. Our brains are filtering a continuous flow of information. So make it easy for your customers and the marketplace to recognize your brand.
When you create an integrated communication and visual language, you will maximise exposure, increase comprehension and generate higher levels of familiarity and response for your brand.
In today’s economic environment where profits are being strained, using your brand to create a competitive advantage is smart thinking for business. Creating a clearly defined brand strategy that will deliver a memorable experience for your clients is the key to retaining and creating returning customers. This is really your brand’s moment of truth.
That moment when your customer interacts with your product or service is the ‘touch point’ where trust and reputation is either created or destroyed through their experience of your brand.
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What we do and the things we’ve seen.
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