Branding - BeSmart

Why is brand consistency important and how can it give you a competitive advantage?

Consistency is a pretty big buzz word when it comes to marketing, right? We’re always being told to post consistently on socials, keep our messaging uniform, and make sure our branding is always on point. But why is brand consistency so important, and how can it give you a competitive advantage?

Brand consistency is the key to earning customer trust and growing your business. Inconsistent branding, on the other hand, can hurt your brand’s reputation and is just plain confusing for potential customers! After all, how can they get to know and trust your brand if you don’t even know what your own brand looks and sounds like?

What is brand consistency?

Have you ever wondered why some brands just stick with you? Think about Coca-Cola, Apple, or Nike. What do they all have in common? It’s not just about their products; it’s about how they present themselves. This magic trick is called brand consistency, and it’s more powerful than you might think

Consistency is all about being reliable. When people can count on you, they notice and remember you; in a business sense, this helps bring in new customers and keep the ones you already have. Staying consistent with your brand means using the same messaging, voice, and visuals in everything you put out into the world. This way, your audience always knows it’s you and thinks of you first when they need something you offer!

Impact of inconsistent branding

When building a brand, the last thing you want to do is confuse the market. Those people could be your perfect customers, but inconsistent branding can ruin your chances to generate leads or sales. So often when we buy something we are using emotions to do so and if you’re making your audience feel confused and distrustful, chances are they won’t want to buy from you! In other words, people buy from brands they connect with, and brands that feel authentic. It’s hard to connect with a brand that doesn’t have a consistent appearance.

How to maintain consistent branding

Okay, so now we know what brand consistency is and why it’s important, how the heck do you maintain brand consistency?

How to achieve brand consistency

Now that we’ve established why brand consistency is one of the most important things you can do for your brand, let’s talk about how to achieve it. It’s not as daunting as it might seem (we promise)!

Define your brand

Start with the basics. What does your brand stand for? What is your core vision, mission, values, purpose and value proposition? Who is your ideal client? Defining these elements will create a foundation for your brand’s identity that you can then build your style guide around. And speaking of style guide…

Create a brand style guide

This is your brand’s bible so to speak. It should include your logo, colour palette, typography, and tone of voice. The State Report found that even though 85% of organisations have brand guidelines, only 30% actually follow them consistently! Crazy figures, aren’t they? Without sticking to them, all the effort put into creating them goes to waste, and staff might not fully understand your brand’s vibe, making it hard to stay consistent.

Be consistent across all platforms (duh)

Whether it’s your website, social media, packaging, or customer service, ensure that your brand’s identity stays the same no matter where you’re posting. If you’re all cheerful and chipper on Facebook only to be very serious with different colours used on your website, customers just aren’t going to know who you are. So, use the same colours, fonts, and tone of voice everywhere, and try to keep those visuals consistent too.

Train your team

Your team is the face of your brand, so get them back in school (not literally) and train them to understand and embody your brand’s values and guidelines. This ensures that every interaction with customers is consistent and aligned with your brand and the service you want to deliver.

Monitor and adjust

You probably thought you were done after you created a style guide, got posting consistently and trained your team? Sorry, but brand perception is an ongoing task! You’ll want to keep an eye on how your brand is being perceived, so use feedback and analytics to tweak and improve. Consistency doesn’t mean being static; it just means evolving while staying true to your core identity.

How brand consistency sets you apart

Now that you’ve got the hang of brand consistency, let’s talk about how it gives you that all important competitive edge.

Standing out

In a crowded market, being recognisable is half the battle. Consistent branding makes you stand out. It helps you catch the eye of potential customers and stay top-of-mind.

Building loyalty

When customers know they can trust you to deliver the same quality and experience every time, they’ll keep coming back. This loyalty is priceless. It’s easier (and cheaper!) to retain existing customers than to acquire new ones.

Premium pricing

Consistent branding often allows you to charge a premium. Why? Because people are willing to pay more for brands they trust and love. Think about luxury brands – their consistency in quality and image lets them command higher prices.

Word of mouth

Happy customers are your best marketers. When people love your brand, they talk (or yap as the cool kids say) about it. This organic word-of-mouth marketing is incredibly powerful and stems from a consistent and positive brand experience.

Adaptability

A strong, consistent brand can adapt to changes much more smoothly. Whether you’re launching a new product or entering a new market, your established brand identity will provide a solid base for you to build on – the skies the limit!

Struggling with your brand’s identity and want to have a chat with us about it? Contact us today, we’d love to help!

Branding must-haves when designing packaging

When you think of your favourite product, what pops into your head? Maybe it’s a sleek design, the funky colours, or the way it feels perfectly suited to your needs. This isn’t a coincidence – it’s the power of effective packaging design!

Creating standout packaging that not only protects the product but also entices the customer is a true art form, mixed in with a lil bit of science! So, what are the essential steps and considerations when designing packaging? We’ll be going over our top packaging design tips and tricks to help you along.

And hey, if you need a bit more help when you’ve finished reading, why not have a chat with our friendly team and let us work with you to design the perfect packaging for your project?

How to design product packaging: 7 key things to think about

Grab your notebooks because we’re kicking things off with a quick fire round of seven things every packaging designer should be thinking about when creating new designs. This is a great list to save and come back to for the future!

Get inspiration: Before jumping headfirst into the design process, gather inspiration from a wide array of sources. Look at competitors, unrelated industries, and even nature. This step will help fire up your creativity and identify trends that can be adapted to your product.
Know the product and its functional requirements: We would hope this one is pretty obvious but understanding the product inside and out is very important. Is it fragile? Perishable? How will it be stored? The packaging needs to meet these functional requirements to protect and preserve the product effectively. After all, a packaging can be the prettiest you’ve ever seen but if it does nothing to protect a fragile product it’s useless and you’ll end up with unhappy customers.
Know the target audience: Another obvious but key thing to think about! Who is the product for? Different demographics have different tastes and needs. Researching your target audience will guide the design to ensure it resonates with the right people.
Know your brand: This one should be common sense, but it’s worth a mention! You should know bour Brand and what it stands for in terms of are you creating something functional, or have you got a standout brand that needs something really creative for its packaging? Your packaging will be competing with many others on the shelf or online. That’s why you want to make sure it’s visually appealing and stands out to grab the customer’s attention. Remember, no one can do you better than you, so stay true to your brand and this will help you show your unique identity to your audience.
Keep It simple: The best packaging designs are often simple yet effective so try to avoid getting too in your head and overthinking it. Overly complicated designs can confuse customers and even water down the brand message as it gets lost in the noise of over-the-top designs. Aim for clarity and simplicity wherever possible!
Tell your story through colours & fonts: Every element of the packaging should tell a part of your brand’s story, even the colours. For example, at Be.Smart we chose Magenta as our colour because it communicates creativity, friendliness, and even spirituality through magenta’s link to the crown chakra! Choose colours and fonts that align with your brand identity and stir up the desired emotions from your audience. Your previous research on your audience mentioned above will help you out with this.
Watch your budget: Great packaging doesn’t have to break the bank. You should find a balance between high-quality materials and keeping costs reasonable. You want your packaging to look and feel great without blowing your whole budget on it.

Extra considerations for creating product packaging design

Now you’re armed with our checklist, let’s take a closer look at some more packaging design considerations.

Understand future product extensions

Whilst no one has a crystal ball to predict the future (wouldn’t that be nice?), you should still be trying to plan ahead as much as possible. For example, if your brand plans to launch more products, design your packaging with this in mind as you’ll ideally want them to flow together to stay cohesive with your brand image, or perhaps even be used with your previously launched product.

Global product considerations

If your product will be sold globally, cultural implications of design elements become important. Colours, symbols, and even text placement can have different meanings in different cultures so get that laptop out and do your research! You’ll want to double check that anything you’re selling abroad is culturally sensitive and appealing across various markets.

Translation and localisation

Speaking of selling abroad, for global products, you’ll want to consider how your packaging design will accommodate translations. Different languages have varying text lengths, which can impact the design layout. It’s a good idea to plan for flexible design elements that can handle these changes without compromising the overall aesthetic of your packaging.

Allow for author corrections

The packaging design process often involves multiple rounds of feedback and approvals – it’s a fun process but can be long sometimes! Allow room and time for corrections, ensuring the design can be easily tweaked and adjusted as it goes through internal reviews and production approvals.

Retail considerations

Don’t forget to think about where your product will be sold – online, in a supermarket, or a boutique store? Each retail environment has unique implications for packaging design. For instance, online retail might require tougher packaging that is able to withstand the to and fro of shipping, while supermarket shelves need designs that can stand out amidst a sea of competitors.

Customer needs and benefits communication

It can be easy to forget when you’re busy picking out colours and other fun stuff for your packaging, but it should still clearly communicate the benefits of the product to the customer. Understand what your customers need (that audience research we mentioned earlier is coming in handy again!) and highlight how your product meets those needs. This could be through informative text, persuasive taglines, or even through the visual design itself.

Need that extra help we talked about earlier to design your perfect product packaging? Chat to us today!

What does a rebrand cost?

Are you thinking of giving your brand a facelift? Maybe your business has changed direction, and you want to convey a different message now. Or maybe you’re just feeling like your branding looks a bit drab instead of totally fab!

Whatever your reasons for rebranding, you’re going to have a question or two about getting started. One of the key questions that is definitely going to come up is “how much is a rebrand going to cost me?”. Well, that depends. We know you probably came here for an exact figure; however, rebranding costs can vary quite significantly. Whilst we can’t give you a figure down to the pennies without knowing the full scope of your project, what we can do is talk you through the factors that influence a rebranding cost so you can make an informed choice.

Scope of the rebrand

Yep, we know we’re stating the obvious here, but the scope of your rebrand is probably the biggest factor affecting the cost. Are you just tweaking your logo, or are you revamping your brand strategy and entire visual and verbal identity? The latter includes everything from things like your value proposition and customer personas, tone of voice and brand personality to your logo, strapline or brand guidelines which cover colour palettes, typography and marketing collateral.

For example, a simple logo refresh might be fairly inexpensive, but a complete overhaul that includes everything from brand strategy to packaging to digital assets can easily run into a serious investment. Think about Pepsi’s major rebrand some years back — it wasn’t cheap, but it made a huge impact. Soz Coke, but it’s true!

Company size and reach

The size and reach of your company also play a role in how much your rebrand will cost. A local coffee shop’s rebrand will have very different costs compared to an international conglomerate; extreme ends of the spectrum there but you get our point!

Bigger companies have more touchpoints; think business cards, uniforms, vehicles, websites, social media, product packaging, and more. Each of these elements needs updating to reflect the new brand identity and create a cohesive company image that lets customers recognise a business immediately.

For example, BTs rebrand some years ago cost is rumoured to have cost around £5 million because of the amount of marketing touchpoints that needed to be rebranded, for example vans, packaging, website, and more.

Agency vs. In-house

Another obvious cost factor is whether you go for the DIY approach or hire an agency who specialise in rebranding. Of course, agencies are typically more expensive, however there is a good reason for this. Agencies bring expertise, industry knowledge, talent, and the latest and greatest in technology to help you bring your vision to life. They can even offer fresh ideas that you may not have thought about!

On the flip side, an in-house team might save you some cash but could lack the broader vision and specialised skills of an agency. For example, when Airbnb rebranded, they went with a London-based agency, and the result was a globally recognised brand overhaul… we’re guessing they’re pretty pleased they didn’t DIY it! In our experience, you really do need a specialist team (not to toot our own horn, but hi, that’s us!) who can bring heaps of industry knowledge and expertise.

Research costs

Kicking off a successful rebrand begins with some solid research. This means diving into market research, running focus groups, chatting with customers, and checking out the competition. Doing this homework helps you see how people currently view your brand and figure out where you can make things even better. While thorough research can add to the cost, it’s definitely worth it to get things right from the get-go. It’s also about putting a stake in the sand and moving into a space where there is less competition.

This is also another reason to get an agency in to help you, you may not know the best way to conduct market research or which information can help you. This could lead to you making some costly mistakes with your brand image, and no one wants that!

Design costs

Design covers everything from a new logo to fresh marketing materials, signage, uniforms, and other branded stuff. The cost can really vary depending on how complex things are and how many assets you need. A simple logo is unlikely to set you back too much, but if you’re going for a full set of marketing materials, it can get a bit more pricey.

Implementation costs

Once your new brand identity is ready, it’s time to roll it out to the masses. Implementation can be extensive, involving website redesigns, updating physical locations, changing product packaging, and more. These costs can add up quickly; just think about how much work goes into updating a website alone, it can be quite an undertaking.

Other implementation costs can include:

Internal training and engagement

Your employees are the champions of your new brand, so it’s important they get it and are excited about it. This could mean having training sessions, workshops, updating employee handbooks, and running internal communications campaigns. Depending on how big your organisation is, these efforts can add up, but they’re key for making the transition smooth and ensuring everyone is reading from the same (new!) page.

Launch campaign

Introducing your new brand to the world is a big deal and absolutely something you should be shouting about. A launch campaign can include ads, PR efforts, social media buzz, and events. Doing this right not only gets the word out but also builds excitement and buy-in from your audience. The costs for a launch can vary a lot, whether it’s a small push for a local business or a big rollout for a global brand, but it’s worth doing.

Miscellaneous costs

Rebranding can come with some extra costs that can add up. Legal fees for trademarking new logos or names, buying new domain names, and other unexpected expenses need to be considered. Whilst it’s not as exciting as strategy or picking brand colours and playing around with fonts, these costs help make sure your new brand is protected and set up right in the market, so it’s important that you budget for them.

You may also need to pay for focus groups to launch the idea to a group of your ideal customers. Again, a professional branding agency can help you out with everything you need to think about and ensure that nothing is missed off your check list when it comes to rebranding.

Contingency for mistakes

Even with the best planning, there’s always a chance that some parts of your rebrand might not hit the mark with your audience, needing a few tweaks or revisions. It’s smart to set aside a contingency budget for these situations, usually around 10-20% of your total rebranding budget.

Get in touch with our friendly team today if you’re ready to take your brand to the next level with a rebrand.

The key differences between branding and marketing

We all know branding and marketing like to do a little dance in the business strategy world. They’re the tangoing duo that often end up stepping on each other’s toes. They’ve been swapping places on the dance floor for so long, we’ve almost forgotten who’s leading who! Sure, they waltz around together a lot, but they’ve each got their own solo moves that can really light up the dance floor. So, let’s put on our dance shoes and take a twirl around the ballroom of branding and marketing, and see why understanding each one’s fancy footwork is super important for all business owners and marketers.

What is branding?

Your brand is the perception that customers have of your business. Imagine branding as your business’s personality – its beliefs, its looks, its voice, its aura – all the jazz that makes it, well, it. It’s the way your customers feel when they bump into your products or services. It’s that warm, fuzzy (or exciting, or cool, or whatever vibe you’re going for) feeling that envelops them when they see your logo or hear your tagline. So, in simple terms, branding is a bit like being a perception puppeteer, you’re pulling all these strings – your values, visuals, words – to make your business dance the way you want it to in the minds of your customers. And this isn’t a one-time performance, folks! Branding is an ongoing, encore-demanding show that keeps your audience coming back for more.

Sure, picking out a shiny new logo and choosing some fab colours and fonts is a part of it – a fun part, we won’t lie. But that’s just the shiny tip of the branding iceberg. What lies beneath is developing a brand strategy – a master plan, if you will. This grand scheme of yours should define the why, who, what, how, and the distinctive persona of your brand. Sounds serious? It is, and it’s crucial too! This strategy lays the groundwork for your brand, ensuring that every word you utter, every image you flash, every ad you run, echoes with the same tune, resonates with your audience, and most importantly, makes sense. So, branding, my dear friends, isn’t just about looking good – it’s about making sense in a uniquely charming way!

What is brand strategy?

Brand strategy is the process of defining and articulating your brand’s purpose, personality, and positioning.

Picture it as the GPS for your brand – it maps out where you’re going and how you’re going to get there. You see, all your branding escapades – all your messages, all your campaigns – they need to have a sense of consistency, relevancy, and meaning for your beloved audience. And a brand strategy is your ticket to achieving that.

But it’s not just about going with the flow. No, no, no! Your brand strategy should march to the beat of your business goals, showing off what makes you, you. Got competitors? Of course, you do! Your brand strategy helps you stand out from the crowd, shining a spotlight on your unique quirks. It’s not just about playing the game, it’s about playing it with your rules, your style, and a whole lot of panache! So, whip out those notepads and let’s get strategising, shall we?

To cobble together a spiffing brand strategy that makes you pop in the bustling marketplace, bonds you to your audience like superglue, and fosters relationships that last longer than a box set binge, you’ll need to answer some key questions.

Your brand strategy should answer questions such as:

Who is your target audience?

What are their pain points and needs?

What is your unique value proposition?

What is your brand personality?

What is your brand promise?

What is your brand voice?

What is your brand visual identity?

Don your detective hat and start unravelling the answers. Trust us, it’s more exciting than a crossword puzzle and a game changer for your brand!

What is marketing strategy?

Picture this: Your brand is a shiny, new superhero ready to conquer the world. Your marketing strategy? Well, that’s your superhero action plan, your secret weapon in capturing your target audience’s attention and whisking them off their feet!

You see, marketing strategy is your grand scheme to put your brand and products under the spotlight, creating a razzle-dazzle with campaigns that shout out your brand message and value from the rooftops. It’s about bringing your brand strategy to life, strutting your stuff across various stages to charm your target audience.

Your marketing playbook might include:

Billboards and Adverts: Get your name in lights or at least on a mega-sized poster!

Smooth PR Moves: Charm the socks off journalists and influencers!

Content Marketing: Woo with words, enthrall them with images, or captivate with videos!

Social Media Mastery: Make waves and win hearts on the digital stage!

SEO Sorcery: Become the ‘chosen one’ on search engines!

Email Marketing: Slide into inboxes with style and substance!

Events and Sponsorships: Show up, show off, and make memories!

Sales Promotions: Dangle the carrot and watch ’em bite!

In the end, it’s all about getting those leads and sales, shooting up brand awareness, and creating an unbreakable bond with your customers. Your marketing tactics are your secret spells to create a buzz around your products and services and stand out from the sea of competitors.

When is marketing not branding?

Whilst marketing usually cosies up under the broad umbrella of branding, there are instances where branding goes solo, not needing its marketing sidekick. Think of these as brand expressions that don’t quite fit into the marketing mould.

For example, those little messages you receive after making a purchase? That’s not marketing, that’s pure branding. The friendly ‘thank you’ email or a follow-up call post-purchase aren’t trying to market anything. Still, they subtly shape your perception of the brand.

Likewise, product packaging with its flashy design and clever taglines, top-notch customer service always ready with a smile, and the user experience that glides as smoothly as butter – these are all touchpoints that influence your view of the brand without resorting to direct marketing.

The bond between branding and marketing

Both branding and marketing are two peas in a pod, essential for a business to flourish. While branding sets the compass for marketing, marketing acts as the loudhailer, broadcasting the brand far and wide.

For businesses, understanding the subtle dance between branding and marketing is crucial. It provides a clear roadmap for all marketing efforts. When your brand identity is crystal clear, and your marketing strategy is on point, you can reel in new customers, forge a strong bond of brand loyalty, and ultimately hit your business targets.

Do you need help creating your brand identity? Get in touch today to see how we can help you.

branding marketing

Pink is back! The Influence of Pink in Brand and Design

Well tickle us pink (yeah, we know), because today we’re talking about one of our favourite colours that’s taken the throne once again – pink! It’s bold, it’s vibrant, and it’s unapologetically back in the spotlight.

So, let’s take a closer look at why this powerhouse hue is back in fashion and how it’s shaking up the design and branding world.

The power and meaning of pink

Pink has always been a colour loaded with meaning. Traditionally, it’s been associated with femininity, sweetness, and romance. However, modern interpretations have pushed these boundaries, giving pink a more exciting and versatile role. It’s a colour that can be both playful and sophisticated, soft and powerful.

In branding, pink is used to convey a range of messages and emotions too. It can be warm and inviting or daring and rebellious. The key is in the shade and context! For example, soft pinks might suggest care and nurturing, ideal for wellness or beauty brands. On the other hand, bright, hot pinks scream energy and fun, perfect for products aimed at a younger, more typically adventurous audience.

Barbie’s big influence

Let’s talk about the elephant—or rather, the doll—in the room. Barbie. Yes, that Barbie. The Barbie movie (we love you, Margot Robbie!) has not only reintroduced us to this timeless toy but also reignited our love for all things pink. Barbie’s world is a pink paradise (when can we move in?), and this aesthetic has spilled over into the fashion and design realms in a big way. It seems that “think pink” is the new motto for brands.

The film’s marketing was a masterclass in branding too. Every poster, product tie-in, and social media post was awash with vibrant shades of pink, creating an unmistakable and clear identity. This rebranding of Barbie has shown that pink is not just another colour; it’s a statement. It’s all about embracing a bold, unapologetic style and rejecting the notion that pink is “too girly” or “not serious”.

Brands have picked up on this cultural shift too. Suddenly we’re seeing a lot more pink in the palettes. The impact is clear: pink is no longer seen as frivolous or niche. It’s powerful, versatile, and here to stay – and we are thrilled about it!

Pink’s past prejudices

Sadly, pink hasn’t always had it easy. For a long time, it was pigeonholed into a corner—deemed too feminine, too frivolous, or simply not professional enough. Fortunately, those days now appear to be a thing of the past. The rise of gender-neutral fashion and the breaking down of colour stereotypes have paved the way for pink to be appreciated for what it truly is: a versatile and exciting colour that can transform brands and captivate audiences.

Take a moment to really think about it. Why shouldn’t pink be used in serious contexts? Why can’t it be the face of a powerful brand? The past few years have seen a cultural shift towards inclusivity and breaking norms. Pink is riding this wave, moving beyond its outdated prejudices and becoming a colour that represents strength, innovation, and inclusivity.

Brands that nail their pink branding

T-Mobile

T-Mobile’s magenta is iconic. In an industry that has a whole lot of blue, black and grey, choosing such a standout colour was a smart move. This telecom giant has taken pink—a colour traditionally seen as soft—and made it synonymous with speed, reliability, and innovation. Their branding is a masterclass in consistency. From their stores to their promotional materials, the bold pink stands out, making them easily recognisable and reinforcing their brand identity.

Victoria’s Secret

When you think of pink in branding, Victoria’s Secret probably springs to mind. The brand has expertly used pink to define its identity, especially through its sub-brand PINK. Targeting a younger demographic, PINK uses a vibrant palette to create an image that’s both youthful and sophisticated. This clever use of colour has helped Victoria’s Secret remain a dominant force in the lingerie market, appealing to women of ages with a mix of fun and glamour.

Glossier

Glossier, the beauty brand that’s taken the world by storm, uses pink to communicate simplicity, elegance, and modernity. Their soft, millennial pink packaging is instantly recognisable and has become a symbol of their minimalist, user-friendly approach to beauty. Glossier’s branding proves that pink can be chic and sophisticated, appealing to a broad audience with its fresh and contemporary vibe.

Pink in pop culture: Legally Blonde 2, Mean Girls, and the new Barbie

Pink’s influence extends far beyond branding and into the realm of pop culture. Let’s rewind a bit and revisit some iconic moments where pink stole the show.

Legally Blonde

As if we could talk about pink in pop culture without mentioning Legally Blonde! Elle Woods, with her bubbly personality and pink outfits, taught us that pink can be powerful and professional. In “Legally Blonde” Elle’s pink wardrobe is more than a fashion statement; she redefines what it means to be a professional woman in pink, making it clear that competence and colour can go hand in hand.

Mean Girls

“On Wednesdays, we wear pink.” This line from “Mean Girls” became a cultural phenomenon, cementing pink as a symbol of popularity and power in high school hierarchies. The film used pink to represent both the exclusivity and the camaraderie of the Plastics, showing how colour can be a critical part of group identity and social dynamics.

The New Barbie

As mentioned earlier, the new Barbie movie has redefined pink for a new generation. The film’s visual feast of pink shades, from bubblegum to fuchsia, has captured the imaginations of audiences worldwide. It’s a reminder that pink can be playful, nostalgic, and forward-thinking all at once. The movie’s success has inspired brands to embrace pink in their marketing strategies, proving its enduring appeal and versatility.

Final thoughts

It’s pretty obvious at BeSmart that we love ourselves a bit of pink; our branding is magenta after all. Our use of magenta isn’t just about aesthetics though, we also use it to show what our brand is all about. This includes, uniqueness, creativity, friendliness, and even spirituality through magenta’s link to the crown chakra. This symbolises higher thinking, reflecting our approach to meaningful design. We always knew pink was powerful!

Get in touch today to discuss your brand colours and how we can help you to create branding that really resonates with *your* audience!

branding colour

Colour psychology and the King’s portrait: the furore

Unless you’ve been living under a rock (which just can’t be comfortable), you’ll definitely have heard about the uproar caused by the King’s portrait. It’s certainly kept the newspapers busy! The portrait, now famously depicted in a blood-red hue is reminiscent of the haunting portrait from Ghostbusters; not the most flattering of comparisons, is it? Red, known for its associations with passion, aggression, and power, has stirred strong emotions and more than a handful of intense opinions. While red can symbolise strength and authority, its excessive use in the painting has many conjuring images of violence and turmoil instead.

The emotions that this painting has managed to evoke shows just how important colour choice is in art and design, and therefore in branding too. So, why do we react this way to certain colours? Grab your pens and notebooks folks, we’re going to be talking all things colour psychology today!

What is colour psychology?

Before we get too deep in the details, let’s have a quick colour psychology 101. Colour psychology is all about how different hues can influence our feelings and actions. The way we see colours can spark certain responses, shaping our moods and the way we interact with the world.

For example, the colour red might make us feel excited or even a bit angry (case and point with the King’s portrait!), while blue tends to bring out feelings of calmness or sometimes sadness. By understanding these connections, artists and designers can use colours to send the right message and encourage specific emotions in their audience. Pretty nifty, isn’t it?

What colours would we suggest for the King’s portrait?

Whilst there are reasons why the King’s portrait was done in red – he’s wearing the red coat of the Welsh Guards, the regiment he became regimental colonel of in 1975 – the excessive use of the colour has got plenty of people’s backs up.

In fact, words used to describe it have included, bloodbath, angry, hellish, and fire; not exactly words you want to spring to mind when thinking of the King! What do you feel when you look at the red image? We can definitely understand why many people feel uneasy about it.

“What colours would we have suggested instead?” we hear you cry! Well, we might have gone for:

Purple

Purple has long been associated with royalty, luxury, and sophistication – we’d say that’s fit for a King! Historically, it was a colour that was very much reserved for the elite, symbolising wealth and power. A portrait featuring shades of purple can communicate a sense of dignity and grandeur, fitting for a royal figure. This colour conveys opulence and respect, creating an aura of authority without the overly aggressive overtones of red.

Blue

Blue is another excellent choice for a royal portrait. This colour is often associated with trust, loyalty, and stability. It provides a sense of calm and dependability, essential qualities for a unifying leader. Plus, in this instance, blue cleverly connects well with national symbols like the Union Jack, reinforcing a sense of patriotism and unity. A portrait in blue can communicate a serene, wise, and steadfast image.

Case Studies: Brands who have nailed their colours

McDonald’s, Burger King, and KFC

Fast food giants like McDonald’s, Burger King, and KFC cleverly use red to stimulate appetite and create a sense of urgency. Red’s association with energy and excitement makes it perfect for enticing customers to indulge quickly… we’re getting hungry just thinking about it!

Starbucks and Cadbury

Starbucks’ use of green symbolises growth and relaxation, enhancing its brand image as a place for unwinding. Perfect considering many of us opt for a coffee or a hot drink in general to relax and treat ourselves. On the other hand, Cadbury’s iconic purple packaging conveys luxury and indulgence, aligning with its premium chocolate offerings. It’s one of the most well-known chocolate brands, and many of us will happily pay a little extra to choose it over its competitors thanks to that well known packaging we love so much.

Hallmark

Hallmark uses purple to appeal to its predominantly female audience and convey a sense of sophistication and emotional depth, very fitting for a brand that is focused on heartfelt moments.

Why different colours are used in different sectors?

Now we’ve looked at brands who have absolutely smashed their branding colour choices, let’s take a closer look at why certain colours are typically used within different sectors.

Healthcare

Healthcare brands often use blue and green. This is because blue evokes a sense of trust, reliability, and calm, essential for healthcare providers. Green represents health, tranquillity, and nature, reinforcing the idea of well-being and care.

Technology

Tech companies frequently use blue, black, and white. As we now know, blue conveys trust and dependability, vital for brands handling sensitive information. Black signifies sophistication and modernity, while white represents simplicity and innovation, aligning with the tech industry’s forward-thinking and clean aesthetic.

Finance

Financial institutions also favour blue for its connotations of trust and stability. Green is another popular choice, symbolising growth, prosperity, and wealth, making it ideal for financial services and investment firms.

Beauty and fashion

The beauty and fashion industries tend to use a wide range of colours depending on their target market. Black is often used to convey luxury and sophistication, while pink and purple are used to attract a predominantly female audience with their associations of femininity and creativity.

Retail

Retail brands love to use colours like red, orange, and yellow to grab attention and create a sense of urgency and excitement. These colours are energetic and can encourage impulse buying, making them effective in a retail environment where you want customers to spend, spend, spend!

Why do we use magenta in our branding?

At BeSmart, our use of magenta isn’t just about aesthetics (although, we can’t lie that magenta is super pretty!), it’s also a strategic decision we use to convey what our brand is all about.

Here’s why magenta has been put front and centre in our brand:

Emotional harmony and balance

Magenta promotes emotional clarity and balance, aligning with our goal to create cohesive and resonant branding for our clients.

Creativity and innovation

Known for its association with creativity and imagination, magenta signals our commitment to cutting-edge, innovative design solutions.

Spiritual and intuitive connections

Linked to the crown chakra, magenta symbolises higher thinking and intuition, reflecting our approach to insightful and meaningful design.

Uniqueness and non-conformity

Magenta sets us apart in a sea of traditional colours, highlighting our dedication to originality and thinking outside the box.

Friendliness and welcoming nature

Magenta is perceived as friendly and welcoming, promoting happiness and compassion, which is how we wish to handle all of our client interactions.

Who knew colours could communicate so much and be so interesting? Well, us… and now you too!

Next time you bump into the King, let him know from us that we reckon he’d look lovely with a pink Be Smart magenta background, won’t you?!

Get in touch today to discuss your brand colours and how we can help you to create branding that really resonates with *your* audience!

A Guide for Design Clients: How prepping your brief better could save you time, money and a headache!

Are you a design client looking to streamline your collaboration with a design agency? Do you want to ensure your projects stay on budget and are delivered promptly? Or have you come to pay the bill and didn’t expect such a large sum on project management?

In this blog, we’ll explore how investing time in preparing a thorough design brief can ultimately save you both time and money.

The Power of Preparation

They say that proper preparation prevents poor performance, and nowhere is this truer than in the realm of design projects. By investing time upfront to prepare a comprehensive design brief, you set the stage for success and avoid costly delays down the road.

Approving Copy and Collecting Content

Before engaging with a design agency, ensure that your copy is finalised and approved internally. Providing the agency with approved copy saves time and reduces the risk of costly author’s corrections later on. Additionally, gather all relevant images, logos (in different formats), and other content assets beforehand to speed up the design process.

*Brownie points if you are a new client to the agency – send over your brand guidelines so that the agency can understand your identity, rules and layouts.

Provide Examples and Preferences

Communication is key when working with a design agency. Spend time gathering examples of designs you like (and dislike) to provide the agency with a clear understanding of your preferences. This helps minimise revisions and ensures the final product aligns with your vision.

Setting Clear Deadlines

Time is money, and missed deadlines can result in costly delays. Clearly communicate your project timeline and set realistic deadlines for each stage of the design process. This helps keep the project on track and prevents rushed, last-minute revisions that can drive up costs.

Internal Sign-off and Timely Responses

Involve all relevant stakeholders in the design process from the outset. Ensure that your internal sign-off committee is aware of project timelines and deliverables to avoid delays caused by indecision or unexpected revisions. Additionally, commit to providing timely responses to emails and feedback from the design agency to keep the project moving forward smoothly.

Feedback and Revisions

Clear and timely feedback is crucial for ensuring that the design agency understands your vision and can make necessary revisions efficiently. Provide constructive feedback and be specific about any changes or adjustments you’d like to see. This helps prevent misunderstandings and minimises the need for extensive revisions.

In conclusion, investing time in preparing a thorough design brief can lead to significant time and cost savings throughout the design process. By approving copy, collecting content, providing examples and preferences, setting clear deadlines, involving internal stakeholders, and providing timely feedback, you can streamline your collaboration with a design agency and ensure successful project outcomes.

Remember, preparation is the key to success!

Now you’ve prepped your brief, want to send it to us? Get in touch today!

brief Design Clients

Calling all Comms people in Social Housing! Feeling overwhelmed about annual reports?

At Be Smart Design, we understand the pressures that come with annual report season for social housing providers. That’s why we’re thrilled to announce our latest campaign, ‘Be Smart Stress Less’, designed specifically to support social housing providers in creating stunning annual reports without the hassle.

So, you’re a busy communications manager, juggling multiple tasks, and the looming deadline for your annual report is causing stress levels to rise. And here comes our secret pink package – a delightful surprise filled with branded pink goodies carefully curated to take the stress out of your annual report preparations.

But that’s not all – along with our charming pink package, we’re offering our expertise in annual report design. With over 30 years of experience in the industry, including extensive work with social housing providers, we’ve mastered the art of crafting compelling annual reports that captivate stakeholders and convey your organisation’s message with clarity and impact.

Why choose Be Smart Design for your annual report needs?
Here’s what sets us apart:

The Experience
With three decades of experience under our belt, we’ve honed our skills in designing annual reports that exceed expectations. We understand the unique needs and challenges of social housing providers and tailor our approach accordingly.

The Know-how
From financial statements to complex data visualisation, we have the knowledge and expertise to handle all aspects of annual report design. You can trust us to deliver professional results that showcase your organisations achievements and impact.

The Creativity
Annual reports don’t have to be dull and uninspiring. Our team of creative professionals brings fresh ideas and innovative design concepts to the table, ensuring your annual report stands out from the crowd and leaves a lasting impression.

So, why stress when you can ‘Be Smart Stress Less’ with Be Smart Design? Take the first step towards a stress-free annual report season by sending your annual report project our way. Let us handle the design, so you can focus on what you do best – making a difference in the lives of those you serve.

Not convinced yet? Feel free to check out our portfolio to view our work, or take a gander at our home page to read some testimonials from other happy clients.

Get in touch today – and let’s make this annual report season your best one yet!

The art of visual storytelling: how to use design to tell your story

In a world that’s chock-a-block with content, it’s not just what you say but how you say it that counts. The art of visual storytelling is the secret weapon to make your brand not just stand out, but pop like a fireworks display in a pitch-black sky. Dive into this useful guide and discover how to use design to tell your story in the most eye-catching way possible.

Unravel the plot

First things first – you need to know your story. Gone are the days of just pushing products. We’re all about creating narratives that make people feel something, that make them want to be besties with your brand. But before you unleash your creativity, take a moment to jot down what gets your brand’s heart racing. What makes it tick? What’s its story? What makes you different from the rest?

Create captivating characters

Now that you’ve got the essence of your brand, it’s time to put a face to it. When it comes to your brand’s characters, whether it’s a lovable mascot, a charismatic spokesperson, or even unique typography, it’s important to capture your brand’s personality. Be true to yourself and your brand, and above all, make it unforgettable!

Set the scene

Your brand’s visual identity is the captivating stage where your story unfolds. Choose colours, shapes, and patterns that truly reflect your brand’s vibe and core values. Consider how these captivating elements can blend harmoniously, creating a sense of movement and depth. Oh, and consistency is key! You don’t want your audience to feel like they stumbled upon a completely different story with unexpected plot twists. Keep it cohesive and ensure your brand’s visual identity remains true throughout.

Make them laugh, make them cry
A good story has emotional ups and downs. So, don’t be afraid to play with emotions in your design. Use contrast and surprise to keep your audience engaged and eager for more. Be bold and take risks, but don’t go overboard. After all, you want your brand to stand out, not stick out like a sore thumb.

The power of the picture

There’s a reason why they say “A picture is worth a thousand words.” Visuals have the power to convey your brand’s story in an instant. So go ahead and unleash your creativity! Embrace striking images, whimsical doodles, or even playful GIFs if they align with your brand’s personality. However, make sure they stay in harmony with your brand’s overall aesthetic and, most importantly, remain faithful to your story’s narrative. Let your visuals be a compelling reinforcement of your brand’s message.

Put it all together

Now that you have all the ingredients at your disposal, it’s time to create your visual storytelling masterpiece. Use hierarchy and composition strategically to guide your audience through the narrative, ensuring that they’re engaged and informed at every step. And don’t forget to conclude with a compelling call to action that leaves a lasting impact. It’s the final touch that will truly make your story shine.

So, there you have it – the art of visual storytelling in six simple steps. Go forth and weave your brand’s tale in a way that’ll leave your audience craving more. And if you need a helping hand, don’t be shy – reach out to a distinguished and top-rated design agency like ours. We’re all about taking risks, being assertive, and helping brands tell their stories in the most irresistible way possible.

brand storytelling

7 hot branding topics of the year

We’re coming to the end of 2023, so we wanted to share the hottest branding topics that are currently setting the industry ablaze.

At Be Smart, we pride ourselves on staying at the forefront of what’s in, what’s out, and maintaining a playful and light-hearted approach to not scare people off. So, get ready to explore the cutting-edge branding strategies that are captivating audiences right now in the ever-evolving landscape of creativity.

Engaging audiences through sensory branding

Sensory branding takes engagement to a whole new level by creating immersive multi-sensory experiences. Can you recall the chirp of Skype’s incoming call, the swoosh of an email being sent from an iPhone, or the percussive theme of Netflix’s start-up? These are all examples of sound branding.

Sound branding can have a powerful psychological effect and can be used to trigger specific emotions or actions. A distinctive and consistent sound can also increase brand recognition, making your brand easily identifiable amidst the noise of the market.

Whether it’s a catchy jingle, an engaging podcast, or an immersive VR experience, sound branding can create an additional touchpoint that engages your audience in a unique and memorable way.

Minimalist branding: the power of simplicity and elegance

Sometimes, less is more. We’re noticing a clear trend in the branding world – minimalist design is proving that simplicity can have a significant impact. Brands are increasingly leaning towards straightforward designs, clean typography, and uncluttered aesthetics.

The idea here is to eliminate unnecessary fluff, allowing a brand to shape an identity that is sleek, refined, and instils a sense of confidence. Subdued colour palettes, generous use of white space, and the principles of minimalist aesthetics combine to create a bold yet understated statement. In a world where simplicity speaks volumes, minimalist branding is truly finding its footing.

Storyliving; the rise of immersive narratives

Step into the realm of “story living”, where storytelling transcends the boundaries of traditional marketing. Instead of simply telling a story, immerse your audience in a narrative that transports them to another world. Through interactive experiences, virtual reality, or augmented reality, you can engage your audience on a deeper level and make them active participants in your brand’s story. Prepare to leave a lasting impression by creating unforgettable adventures that blur the lines between fiction and reality.

Celebrating diversity through inclusive branding
The modern landscape of branding demands inclusivity. It’s all about appreciating the diverse facets of society, dismantling stereotypes, and fostering a universal sense of belonging. It’s crucial to include diversity in your visuals, communicate inclusive messages, and weave this ethos into your brand narrative.

By nurturing an environment that reflects a variety of experiences, your brand can connect with an expanded audience pool. Your commitment to equality and inclusivity won’t just make a significant social impact, it will also allow your brand to make a positive impact and resonate with a wider scope of customers. The message is clear – inclusivity isn’t just beneficial, it’s an absolute necessity in today’s world.

Interactive packaging: engaging consumers with interactive design

Gone are the days when packaging was just a container to carry a product. Now, it’s a unique opportunity to entertain and charm your customers. Interactive packaging brings together design, tech, and a dose of playfulness to craft an unforgettable unboxing journey.

Think of QR codes revealing exclusive digital content or tactile elements that appeal to more than just the eyes. Cutting-edge packaging designs hold the potential to enthrall your audience, making the interaction memorable even after the purchase is made. So, let’s break the mould and make packaging an exciting part of the customer experience!

Sustainable branding: saving the planet, one bold brand at a time

Now’s the time to roll out your green ethos and show the world that sustainability is more than a buzzword for your brand. Sustainable branding is no longer optional; it’s an expression of your mission.

Let’s put the spotlight on your dedication to a more sustainable future, showcasing your eco-friendly practices, and enthusiastically broadcasting your green initiatives.

Brace yourself to appeal to an ever-growing cohort of eco-aware consumers who aren’t just looking for brands that talk a good game, but actually play one. Embrace sustainability, and watch your brand resonate on a whole new level.

If you’re eager to unleash our design prowess and work some branding magic, reach out to us! Let’s collaborate and create something extraordinary together.

branding design