Branding - BeSmart

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

How involved should you as a client get in the design process?

As a branding and design agency, we’re all about injecting a sense of playfulness, exhilaration, and a dash of daring into our work. We’re self-assured in our skills and delight in working with clients who are ready to push the boundaries and take a chance on something new.

While we value our clients’ unique creative visions, it’s not uncommon for us to meet clients with a rather precise concept, leaving little wiggle room for input. We acknowledge that clients possess diverse views on their brand identity, but here’s the thing – design is a collaborative process! We need to work together to create something that meets your goals while maintaining the overall quality of the design. Have faith in us; we’re the professionals, and we’ve got this down to a fine art.

We take the time to listen to our clients’ ideas and provide them with our professional opinion, it’s important for clients to know that their intentions are well-meaning, and our ultimate goal is to help our clients achieve their vision while creating a design that resonates with their audience.

Change is scary

Switching things up can be a bit nerve-wracking, and many clients prefer to play it safe. They think that if their look has always been a certain way, it should stay that way. However, we’re here to tell you that sticking to the tried-and-true isn’t always the best plan. Just take a look at Apple, a brand that’s transformed over time while staying true to its core values. Recognised worldwide, its logo even morphed into a trendy status symbol. We cheer on our clients to be daring and let their creative juices flow when it comes to their brand identity.

Working with the client

When clients bring their ideas to the table, we handpick the finest ones and mix them with our own imaginative flair. Our mission is to craft a design that embodies the client’s desires and the essence of their branding. And, let’s face it, we’re head over heels for clients who want to shake things up, ditch the old look, and embrace something zesty, thrilling, and attention-grabbing. But, here’s the catch, clients sometimes get cold feet and veer towards safer, run-of-the-mill designs because they’re hesitant to push the boat out. Or they have an executive board who are more conservative in their views, despite the client avatar.

This can be disappointing, but what’s more upsetting is when they ask for one thing but mean something different. This usually happens when the client doesn’t have a clear idea of what they want or who their target audience is. We understand that design is just like writing; it needs a clear plan, a purpose, and a lot of expertise. But that is where we come in with the right questioning technique and sometimes moodboards.

Leave it to the experts

We understand that clients have their own creative vision, but sometimes it’s best to leave it to the experts. We have the expertise to identify design elements that only work in a particular design. Believing in the design journey is the secret sauce for success, and trust us, we don’t want you to end up with a lacklustre look.

A dud design can leave a substantial dent on a business. It’s akin to rocking a dodgy haircut; it messes with your mojo and overall aura. Loads of folks tolerate subpar designs and are gobsmacked by the traffic boost when we spruce things up. But, some clients struggle to envision the long-term oomph of the design. That’s why it’s vital to let us unveil the magic that could unfold once you take that daring plunge.

Put your trust in the design adventure and believe in our know-how. We get that you have your own vision, but come on, let us work our magic! Together, we’ll whip up a design that captures your brand’s spirit and gives your business a brilliant boost.

So, if you’re ready to take that leap and create a design that resonates with your audience, get in touch with us. We’re here to help, and we promise it’ll be a fun and exciting ride.

How to successfully onboard a design client

Customer onboarding is like the second date of business relationships – you’ve impressed them on the first date, now it’s time to get a bit more serious! It requires a little persuasive charm, a lot of honest communication, and will be a critical part of sealing the deal with your potential client.

What’s client onboarding?

Client onboarding is the nitty gritty of turning a potential client into a paying one. You want them to sign on the dotted line for what will hopefully be a long-lasting creative collaboration. But first, you’ll need to address their concerns and make sure they fully understand your design services and how you operate.

Think of it like a journey from your first ‘hello’ to the day you start working on their project. Onboarding is your chance to discuss with the new client:

What kind of service you’ll provide
What their role is in the partnership
How you’ll keep in touch with each other
When and how you’ll invoice
And of course, all the juicy details about how it’ll all come together

Why is client onboarding important?

Let’s look at this from two angles.

From the client’s point of view:

It can be nerve-wracking to choose a new supplier, who is, let’s face it, a relative stranger. And clients may not know how partnering with a design agency works. But proper onboarding is like a sneak peek into the magical world of design. Show them the ropes and help them understand what it’s like to work with you, and they’ll feel a lot more confident about their decision.

From the supplier’s point of view:

Onboarding is not just a chance to get to know your clients (although that’s a big part of it). It’s also an opportunity to wrap your heads around the design project and get a feel for their communication style too. At this stage you can also share your ‘plan of attack’ with the client, letting them know what they can expect of you and vice versa.

Filter out ‘bad’ clients

There will be some clients that just And let’s be honest, some that would just be a nightmare to deal with! The onboarding process is a great way to weed out these ‘bad’ clients before either of you makes a commitment. And it’s a two-way street; a chance for both parties to suss each other out and decide if you want to work together.

Show them what you’re made of!

Finally, the onboarding process is a great opportunity to show off your skills and prove that you’re the design gurus they’ve been searching for. By doing this you’re putting their minds at ease, sealing the deal, and getting the relationship off to a great start.

What happens without a good onboarding process?

Without a top-notch onboarding process, you’re likely to either deluge a potential client with info overload or leave them feeling a bit, well…meh. It’s all about serving up just the right amount of detail to reassure them that you’re the bee’s knees, but without launching an all-out info blitz.

Remember the real nitty-gritty of onboarding – it’s about sharing what a potential client needs to know, and importantly, lending an ear to their questions and worries. The end goal is to make the journey of hiring a designer as smooth as a very smooth thing.

A dodgy onboarding process will leave the client with a sour taste, and the chances of them bringing your design agency on board will be slim. But, do it well, and they’ll be convinced there’s no one else they’d rather tango with than you!

If you’re racking up enquiries from potential clients faster than a magpie collects shiny things, but very few are converting into paying clients, then it’s definitely time for a good ol’ rethink.

Client onboarding gives you direction

Kicking off a fresh creative project with a client is always a bit like opening a box of fireworks. Ideas are buzzing around like sparklers, and everyone’s buzzing about the potential. But, without a compass, you’ll soon find yourselves wandering aimlessly in the creative wilderness.

Enter stage left: Bangin’ client onboarding. With a well-mapped plan and timetable for the project, you can delegate roles, share out responsibilities, and set expectations for all those involved. This framework makes the whole shindig a lot smoother, sidestepping any unexpected curveballs or crossed wires.

Once you’ve cracked the art of onboarding clients, it’ll be as breezy as a Sunday afternoon stroll. You’ll be strutting with confidence, comfy as a well-worn pair of trainers in your process, and clients will be well impressed with your orderly and top-notch approach.

Consider a Welcome Pack

How about rolling out the red carpet with a top-notch Welcome Pack? This is your golden chance to set the vibe for your design agency and give clients a crystal-clear picture of what they’re in for when they team up with you.

A Welcome Pack doesn’t just dish out the need-to-knows about your services, but it also helps sift out clients who might not quite fit the bill. Think of it as a trusty satnav, guiding both you and your client down the road to a triumphant project finish line.

Your Welcome Pack won’t be spilling the beans on all the individual details (keep that tucked away for proposals and contracts), but it’ll cover the essentials like:

Your payment policies
Time frames
How you work
What you expect from your clients
How communication typically works

The results of good client onboarding

Strap in for the magic ride that good client onboarding can take you on. You’ll not only watch your potential clients turn into proud, paying customers, but you’ll see them:

Stick around for the long haul
Turn into loyal brand advocates
Snap up more of your products and services

The cherry on top? They’ll become your own little squad of brand cheerleaders, boosting your company’s growth through the timeless power of word-of-mouth. There’s no marketing tool that packs a punch quite like it!

Running a graphic design or web design business all by yourself isn’t easy, so pop us a message and we’ll see what we can do to help.

What the HEX? Why you need to maintain colour consistency in your branding

RGB, CMYK… what the HEX is it all about? A lot of businesses tune out when their designers start talking about colour, but it plays a vital role in keeping your brand looking consistent i.e., professional. If you’re confused by all the different colour models, and why they’re important, then we’re here to help.

In this blog we’re going on a joyous technicolour journey to talk about the difference between RGB, CMYK and HEX colour models, and the whys and hows of maintaining colour consistency in your branding.

RGB, CMYK and HEX colour models

Let’s start at the beginning with the three most common colour models used in digital and print design: RGB, CMYK AND HEX. Here’s a brief overview of each of them:

RGB

RGB stands for Red, Green, and Blue, and it’s used for digital design. Different intensities of red, green, and blue combine to create a range of colours. Every colour on a computer screen, tablet and phone is made up of different combinations of RGB values.

CMYK

CMYK stands for Cyan, Magenta, Yellow, and Key (Black). Yeah, we know it’s weird that it’s not just B for Black! This is the colour model used in print design and combines different levels of cyan, magenta, yellow, and black ink to create a range of colours.

HEX

HEX is short for hexadecimal, and it’s a six-digit code that represents colours in RGB values. It is commonly used for web design – these are the ones that start with a # (before that had a whole other meaning).

So now we know a bit about the different colour models, let’s talk about why it’s so important to keep a tight rein on the colours in your branding.

Why maintain colour consistency in branding?

Colour consistency is crucial in branding for several reasons:

Brand recognition

Let’s shoot for brand recognition, because, who doesn’t want to be remembered? Consistent colour use is the golden ticket to brand recall. Picture this, Tiffany puts out an ad and their iconic blue box suddenly looks purple… Blimey, that’s a branding nightmare! You need that colour consistency splashed across every platform, be it online or offline – website, social media pages, business cards, flyers, the works.

Professionalism

If you want your business to scream “pros at work” rather than “a motley crew’s first rodeo”, you’ve got to get your colour game spot on! Making sure the colours are consistent across all your branding pulls your look together and sets you apart from any Tom, Dick or Harry playing around on Canva.

Efficiency

Running a business is hectic enough without fretting about whether your website logo is playing colour match-up with your Twitter page logo. Kick-off with best practices when it comes to your branding, and you’ll save yourself loads of time and dodging those double-checking duties down the line.

Now that we’ve established why colour consistency is essential in branding, let’s talk about how we make that happen!

HOW do you maintain colour consistency in your branding?

Maintaining colour consistency can be challenging, especially if you have several designers and marketers working on different projects! Here’s a few tips to help you stay in control:

Use brand guidelines

Think of brand guidelines as your brand’s rulebook, laying down the law on your visual identity. It’s not just about the logo, fonts, and colours – it could also stretch to include how photography should be used, the framework for the style of photography, and even layouts for snazzy presentations or social media posts. Typically, they’re packed up neatly into a PDF, ready to guide your marketing materials down the path of consistency. It’s like a cheat sheet for your employees and collaborators, helping everyone stay on brand and looking sharp.

Use the correct colour models

Here’s the 101 on colour models: RGB is your go-to for digital design, CMYK’s got your back on print, and HEX is your web design superstar. So, say you need to get that logo up on Twitter – make sure you’re armed with the RGB version. That’s because the CMYK one will lose its punch on screen, looking less vibrant than your 3 am cup of coffee. Any logo designer worth their beans will have you kitted out with all the versions you need. Seriously, they’re the salt of the Earth.

Test colours before finalising

Remember that game, “Pin the Tail on the Donkey”? Think of your colours as that tail. You want to test them out before sticking them for good on your marketing materials, both in the digital realm and the physical one. Different print finishes can mess with your colour results. For instance, colours can throw a tantrum on glossy or matt paper, and lamination might put a slight damper on their spirit. Don’t go printing a thousand brochures without asking for a print sample first! And remember, just like snowflakes, no two computer monitors or mobile phones show colour in exactly the same way. Keep that in mind, and you’ll save yourself a whole load of headaches.

Use colour management software

There are some tools that can help you in your fight to keep colour consistent. Consider colour management software your new BFF in the battle for consistency across all your marketing materials. This tech wizardry can help you tune up your monitors and printers, ensuring that your colours play nicely across all mediums. You should also become besties with your printing company; they can be the Gandalf to your Frodo in getting the colour right for every job. If they’re local, even better – you can pop in and give a thumbs up in person.

Well, that was a whistle stop tour of colour wasn’t it! Now that we’ve looked at why colour consistency in your branding is essential, you can ensure that your business looks the business. And with an understanding of the difference between RGB, HEX, and CMYK colour models, you can make sure that your brand is looking on-brand across all platforms.

Get going today and start implementing these tips to maintain colour consistency in your branding. Your customers will appreciate the attention to detail and professionalism, and your brand recognition will improve as a result. Need support? Send us a message and we can help.

branding colour

Unifying Your Brand As A Quality Social Housing Provider

The social housing provider: the unsung hero of society, the champion of affordable housing, and the master of community-building. But with so many providers out there, how on Earth do you make your brand stand out? Even with multiple companies under one umbrella, it’s crucial to create cohesive brand identity that resonates with your audience. Are you ready to unify your brand? Good! We’re going to help you achieve it.

Why should you give a hoot about standing out?

Well, let’s face it: social housing providers are a bit of a fairy godmother of the modern world, transforming lives by providing people with a place they can call home. But with all the competition out there, it’s essential to make your brand as eye-catching as a peacock in a flock of pigeons.

A distinctive and memorable brand is like a magnet for new customers, a comforting hug for existing ones, and a sure-fire way to build an enviable reputation. Plus, it’ll boost trust and loyalty, making it easier for you to smash those goals of yours.

Enter Be Smart, your branding saviours

At Be Smart we’re all about crafting a brand identity that’ll make your social housing provider shine like the brightest star in the sky. will work with you to whip up a brand strategy that’s in tune with your values and aspirations, creating a brand that’ll resonate with both your customers and employees.

The secret sauce: engaging copy

While a stunning design is the cherry on top of a unified brand, engaging copy is the delicious cake beneath it. It’s well-written, easy to digest, and hooks the reader like a literary angler. It should be informative, persuasive, and crystal clear.

When curating copy for your social housing brand, put yourself in your audience’s shoes. What do they want to know? What are their problems? How can you solve them and provide value? By tackling these questions head-on, you’ll create copy that’s as human as it gets and will help you nail your objectives. If you’re struggling for inspiration, talk to the people that use your services! They’ll be the experts as they’re your audience.

Picture perfect: photography and visual branding

Visual branding is like the air guitar of the branding world – it’s all about nailing the right look. And photography is a crucial part of that. By using consistent styles, tones, and filters across all your communication channels, you’ll create a cohesive vibe that’ll have people recognising your brand from a mile away.

Colour us impressed

Don’t forget about colour – it’s like the secret handshake of the branding world. Your organisation might have multiple logos or brands, but that doesn’t mean you can’t streamline your colour palette. Use colour to bridge the gap between brands and create a sense of unity. Stick to the same colours for borders and text for a subtle touch of cohesion without ditching individual branding.

The grand plan

To introduce your fabulous new brand elements, you’ll need a strategy. Internally, get your ducks in a row and decide when everything will fall into place. For external customers and stakeholders, ease them into the changes gently. Be transparent about what you’re doing and why. Show them the value of branding and why it’s worth investing in.

Real-life rebranding

Still sceptical? Feast your eyes on some successful social housing rebrands. Take Abri, for example, born from the union of Yarlington and Radian in 2021. They unveiled new branding, a swanky website, and a sales site that effortlessly united the two organisations.

Then there’s Harbour, created after the merger of Port of Leith Housing Association and its subsidiaries. They completed a rebrand in November 2022 that perfectly encapsulated their combined heritage.

And who could forget Citizen, the rebranded WM Housing Group from 2019? They splashed out a cool £870m on a swish new look that oozed modernity and showcased their commitment to providing top-notch social housing for those in need.

The bottom line: Unify or die (okay, maybe not die, but you get the point)

To build recognition and trust with your clients, stakeholders, and audience, you need to unify your brand as a quality social housing provider. Sure, it might be tough to justify shelling out for a complete rebrand, but there are plenty of ways to work with what you’ve got and create a harmonious look across all your communication channels.

Focus on engaging copy, powerful internal messaging, photography, colour, and a plan for rolling out your brand elements, and you’ll end up with a solid and recognisable brand that embodies your organisation’s values and ambitions.

Ready to rock and roll?
Give us a shout today, and let’s start unifying your like the branding wizards we are!

brand branding social housing

How businesses are adapting brand and design for Gen Z

Today we’re diving into the fascinating world of Gen Z, where businesses are reimagining their branding and design strategies to engage and inspire the most connected and tech-savvy generation yet.

Yes – at Be Smart we know how to create mind-blowing designs that’ll have them clicking “Add to Cart” faster than you can say “avocado toast”.

In this blog, we’ll dive into what makes this tech-savvy, socially conscious, and totally on-trend generation tick, exploring the trends, preferences, and quirks that drive Gen Z’s unique outlook, and discovering how savvy businesses are transforming their visual identities to capture Gen Z’s hearts and minds.

Authenticity is key for Gen Z

You know what Gen Z loves more than a silly meme and Tiktok dances? Raw, unfiltered authenticity. These digital natives can sniff out fake vibes and insincere brands from a mile away. There’s a whole movement around “deinfluencing” where real, everyday voices are valued over brand deals. So, when creating designs for this eclectic generation, ditch the stock photos and generic slogans. They will not buy into two old men in grey suits shaking hands. Instead, embrace original visuals and messaging that speak their language. And hey, throw in a selfie or two—after all, a little vulnerability never hurt anybody, right?

Inclusivity everywhere, but be honest

Gen Z is all about inclusivity—they’re a melting pot of cultures, genders, and backgrounds. So, when designing for these open-minded folks, it’s crucial to feature visuals and messaging that celebrate diversity. Show off different races, genders, and body types, but remember: honesty is the best policy. Don’t pretend to be something you’re not—because they’ll catch on, and they won’t be impressed.

Sustainability (save their planet)

Gen Z is all about being eco-warriors and saving Mother Earth. They’re super invested in the environment and the consequences of their choices. So, if you want to win their eco-loving hearts, make sure your brand walks the talk and champions social and environmental causes. While designing for this green-minded generation, go the extra mile and infuse your products and campaigns with sustainable, earth-friendly touches. But fair warning: honesty is a must, as these keen-eyed crusaders can spot phonies faster than a melting ice cap.

As businesses are increasingly striving to become B Corps (y’know, those gold-star companies that rock at social and environmental performance, transparency, and accountability), it’s crucial that your branding reflects those high standards too. In other words, your designs should be as green and clean as your brand’s commitment to our precious planet.

Gen Z buy with their eyes

Got a hankering for eye-popping visuals that’ll make Picasso green with envy? Well, Gen Z sure does! These digital trendsetters devour bold hues, minimalist magic, and aesthetics that scream “Insta-worthy!” So, when whipping up designs for this artsy bunch, keep your finger on the pulse of what’s hot and deliver a visual feast fit for a king (or queen!). But hey, let’s not overcomplicate things—these types crave simplicity, not a tangled mess of confusion.

Make it easy to digest

Are you ready for a little secret about Gen Z? These screen-swiping savants have attention spans shorter than 30 seconds. Blame Tiktok, Youtube, or the internet in general; whoever you blame, it’s worth knowing. Born with a smartphone in hand, they’re constantly zooming through cyberspace, making it a wild ride for any brand trying to keep up with their lightning-fast pace. If your content doesn’t catch their eye, they’re onto the next shiny thing. Show me a Gen Z who says they watch half hour YouTube videos and I’ll bet they’re lying.

Want to be the brand that stops them in their tracks? Whip up bite-sized, uber-engaging content that’ll have them drooling for more. Think snappy videos, captivating image sequences, bold text overlays, and quotes that pack a punch. And don’t skimp on the visuals—go for readable typefaces that work like a charm across all platforms and colours that’ll make them do a double-take. So, let’s get out there and create some scroll-stopping, Gen Z-approved content, shall we?

Do you market to Gen Z? Get in touch today and we’ll help you out.

Our top 5 brands from over the years and why we love them!

We’re celebrating a whopping 30 years in the biz, and we thought we’d share the love by dishing out our top 5 brand obsessions.

Let’s face it, rebranding is the secret sauce that keeps companies looking fresh, snatching up new customers, and standing out in a sea of competition. When you mix rebranding with a killer marketing strategy, you’ve got yourself a recipe for success.

So, without further ado, let’s dive into the world of Zoopla, Greggs, Spotify, Aldi, and Center Parcs Europe – and find out why we just can’t get enough of them.

Zoopla’s rebrand

Oh, Zoopla! This UK online property giant decided to shake things up to become the numero uno property destination in the UK. Their vibrant and bold visuals take you on a rollercoaster ride through the home-buying process. It’s like they’re holding your hand, guiding you through the maze of house hunting – but with style!
Their rebrand is a delightful medley of elements that embody the complex world of home-buying. Zoopla’s mission? To help you find the perfect home, no matter your budget or lifestyle. And, boy, do they deliver.

Greggs’ marketing magic

Greggs, that lovable UK bakery chain, has got it going on. They’ve cooked up some pretty wild marketing campaigns, like teaming up with Primark, getting social media influencers on board, and stirring up controversy with their vegan sausage roll (we see you, Piers Morgan).
Their marketing mantra is all about keeping it real and ridiculously fun. They’re not afraid to push the boundaries and take risks to stay fresh and innovative. And, hey, it’s working!

Spotify’s rebrand

Our favourite music streaming service, Spotify, decided to amp up the volume with a rebrand that speaks to millennials and Gen Z. They’ve captured the essence of social media trends and filters, with designs that’ll make your heart sing.
Get ready for some fresh illustrations that mirror the modern music scene. Customisation and personalisation are the names of the game here, and they’re playing to win.

Aldi’s marketing groove

Aldi, that cheeky German discount supermarket, has been making waves in the UK grocery market, and we’re here for it. Their hilarious marketing antics, like mimicking big brands (Cuthbert vs. Colin cake, anyone?), have created quite the buzz.
They’re fearless when it comes to pushing boundaries and taking daring leaps to stay on the cutting edge. With their latest rebrand, they’re rocking a modern vibe while staying faithful to their hilariously real essence.

Center Parcs Europe’s rebrand

Center Parcs Europe recently underwent a rebrand that reflects the brand’s commitment to nature and the environment. The rebrand is centred around a new set of illustrations that are designed to evoke the feeling of being immersed in nature. The illustrations are bright, bold, and fun, and reflect the brand’s focus on providing an immersive, family-friendly experience.
The rebrand reflects the brand’s commitment to sustainability and the environment, with a focus on nature and the outdoors. The new branding is intended to appeal to younger audiences, who are known for their preference for bold and vibrant colours and designs.

In conclusion, these fab five – Zoopla, Greggs, Spotify, Aldi, and Center Parcs Europe – have absolutely nailed their rebrands. Bold, bright, and human-centred designs are the stars of the show. They’re all about engaging younger generations and staying ahead of the game in this cutthroat market. We’re crushing on their content, and they deserve all the praise they can get. Keep rockin’ it, guys!

Don’t be afraid to show a bit of yourself in your marketing

It’s a well-known fact that a client, or a potential client, trust and loyalty can’t be bought, and it can’t happen through glitzy marketing—it’s something that you earn. Sure, marketing is great for sales, promotions, or product launches, but if you want someone to fully trust and believe in your brand then you’re going to need a deeper and more genuine connection.

This is why the smarter brands are starting to focus on authentic marketing.

What is authentic marketing?

Authentic marketing is where you stay true to your brand values and present yourself and your brand with sincerity and authenticity. It’s about making genuine connections with your audience and letting them see the real you.

You understand your target market, what they value, and why they seek you out as an authentic brand. You don’t invest in marketing gimmicks to entice consumers who aren’t in your target audience because you know it violates their trust, and in the long run, they won’t be interested. Being authentic involves establishing and maintaining trust.

Why is it important to be me in my marketing?

In a world of constant advertising, many people are craving authentic connections and interactions. When you see someone bold and daring enough to be themselves, it resonates, especially if they’re recognising and working on their flaws or drawbacks.

Gone are the days where you needed to look perfect and professional 100% of the time. Now, when putting yourself out there as a business person, people want to see the human side of you. Even marketing professionals agree that consumer loyalty is driven by emotional connection. People want to know and connect with you and the values you represent, and have little interest in hearing exclusively about your product, offering, or service.

The importance of core values

Part of being authentic means promoting your values and purpose. To do that successfully, you first need to identify what your business stands for and use it to guide your marketing efforts. Don’t believe us? Findings from an Ipsos study revealed that, across all 25 countries surveyed, an average 70% of respondents say they buy from brands they believe reflect their own principles and values.

If you’re struggling to pinpoint your values, tell the story of your business and do it in a genuine way. By identifying what drives the business, what motivates it, and what you stand for (such as being honest), you can then state your purpose.

Once you’ve become clear on your values, purpose, and story, find ways to spread the word. Look at your marketing channels and other assets, then use them to promote your brand’s ideals and narrative.

Don’t shy away from transparency

Being open and honest is the simplest form of authenticity. Insight into your company’s inner workings or the production of your products is a sure-fire way to boost trust in your brand, leading to increased sales and customer loyalty.

Ways of doing this could be through social posts, declaring when you made a mistake and how you fixed it. Or Linked In interactions of difficult scenarios and how you navigated them while asking others what they would have done. Transparency is simple, but really makes a difference.

Freedom to grow and change, like humans do

As people, we change, grow and develop new habits and interests. If you put yourself in your marketing, your marketing will stay fresh, and keep your brand interesting too. It’s not surprising that with change, some of your old audience might not stick around, but new audiences will find interest and your brand can continue to develop in the new direction. If you stay stagnant, your audience will get bored and fall away so don’t fear being yourself and growing your company.

Be smart, and be yourself in your marketing. Contact us today to help you build your authentic brand.

Top 3 tips for getting value for money from your comms agency

No one wants to feel they’re wasting money, or not getting what they pay for. If you’ve decided to use a comms agency, it’s a solid step forward in the world of marketing efforts. While agencies can achieve wonders for your brand, remember that a truly successful strategy requires your active participation. So how can you make sure you get your money’s worth?

Think campaigns not tasks!

Look at the bigger plan. Whilst it may seem to cost more in the beginning it’ll be much more cost-effective, will flow better, and have better consistency if it’s all planned and delivered together. It can be problematic when you have lots of smaller, individual tasks that don’t really work together or join up. If you’re having trouble defining the purpose of your campaign, consider which of the following goals aligns the most with your own:

To promote a new product or service
To increase brand awareness
To gather customer feedback or content
To generate revenue
Boost user engagement
Advertise an upcoming event.

By deciding this, the individual elements of the campaign will be easier to plan and this makes it easier for the agency to plan efficiently.

Forward planning

Giving as much notice as possible helps agencies plan efficiently and gets them thinking early about your campaign. It’s essential to prepare your comms agency with the materials and information they’ll need while communicating the expectations you have. You’ll also need to define your communication strategy, what your brand should be saying and when and how it should say it. This can be supported with brand guidelines to ensure the content is consistent. Your agency should be able to support you with those key resources.

Give clear and concise briefs

A content brief is a document that lays out details of a content piece such as the direction it’ll take, the Call To Action it’ll lead to, a rough outline, and so on. The better informed the team is, the less confusion, the less time spent clarifying, and the more time in a project is spent on design than in meetings. A complete content brief should include everything from the goal of the piece and its unique angle to the target keywords, internal links, and CTAs. This is important in all elements, whether you’re focusing on social designs or blog posts. Agencies aren’t mind readers, and they love useful information. That said, At Be Smart we’re brief makers, not brief takers, so when you work with us you’ll follow a set process to make sure we have the information we need.

Worried you’re not getting value for your money from your existing agency? Contact us today and let us help you.

Embracing Digital Communications In Social Housing

There are so many amazing ways in which technology has enabled stronger, digital connections between us in which communication is faster and cheaper. It has also been especially powerful in creating greater inclusion for the diverse communities that you’ll work with within the social housing sector. Are you making the most of the various digital communication channels in your work? Here’s a handful of ideas to get you started.

Video calls – FaceTime, Zoom, Teams, WhatsApp, Google (and so on!)

There is a near-limitless choice of options for video chatting, so you’ll be able to find an affordable one (many are free) and secure enough for your IT people to be happy (most of them). If the COVID lockdowns taught us anything, it’s that you can replace face-to-face communication with a remote conversation that’s good enough for most conversations. Not every one, though. Some conversations or meetings will be more appropriate held face-to-face. But, for those that can be done over Zoom, you’ll be able to widen your reach on who you can communicate with. In doing so, you’ll also be able to reduce your environmental impact: fewer miles = fewer carbon emissions.

Multi-language and translation tools

When using digital communication methods – emails, websites, social media – to speak with your tenants, you have a huge advantage over using traditional hard-copy letters. This is because there are a whole host of free tools that can make your life easier, and quicker, and cut costs. It also offers your tenants more control over how they receive your messages, which helps build better relationships with them. Some examples of these tools include:

screen readers for people with visual impairments – something that letters can’t ever offer so it increases the tenants’ independence as they won’t need someone to read the letter for them. You need to follow accessibility guidelines to make the most of this – alt text on images is often overlooked and a great place to start.
browser and phone settings to vary the font size so people can read comfortably – one size (quite literally) doesn’t fit all.
Google translate so people can read in the language of their choice – we’re a diverse, multicultural society and not everyone has English as their first language.

These tools offer a positive combination of faster, cheaper to produce communications with tenants gaining greater freedom and control to better engage with the messages you create.

Targeted advertising

While targeted ads sometimes get a bad reputation, they’re also extremely useful if you need to get a specific message to a specific group of people. This is more true as the data gathered by Facebook, Google etc. becomes more detailed and precise. For example, you can use targeted adverts to encourage customers to engage with your website or new campaign.

Archiving previous communications

Here’s something that can be useful for tenants as well as any field-based staff: replacing printed magazines/newsletters with online page flip magazines. After you’ve created and distributed them, the older versions can remain available online as archives. This is great because it’s one less thing going to the landfill (and becoming forgotten when it’s there). Also, if tenants or field staff need to check back on something, it’s easily available to find the information or resources online.

All-in-all, there’s so much great potential in building digital into your communications plan.

Need help in making the most of it? Book a free call!