London Logo Design Blog » Marketing

Augmented Reality: The Future of UK Marketing

Logo Design Company London — Thu, 29 Sep 2011 08:24:38 +0000

Warning: This article may be a little depressing for small business owners in the UK. It focuses on a new and technologically savvy way that corporations are marketing their products, one that is not currently within the means of most businesses. However, it is important to know what the competition is doing, and there is a definite cool factor involved as well.

Augmented reality is one of the new ways that large businesses are using technology to build their brands. It can be defined as using technology to augment the user’s view of the world, for example adding sound, video or images to a realistic video. It broadly defines any marketing experience in which a person can virtually experience a product without actually handling it.

Holition is one of the top global companies working with this new marketing medium. The company recently announced a partnership with the UK Tatler magazine. In the upcoming September issue of Tatler, readers will be able to virtually try on jewellery from some of the top global brands with the help of their computer. All it takes is a webcam and a pair of scissors to see how you would look wearing the ring of your dreams. For many people in the UK, this may be the only time they see themselves in high end jewellery.

The brands involved are the top names in jewellery: De Beers, Louis Vuitton, Cartier, Chanel, Tiffany and more. These are not costume jewellery pieces being tried on, but rather multi-million dollar masterpieces that far exceed the accessories budget of the average UK shopper. In fact, many of the people who experience the augmented reality marketing scheme will never be able to buy from a top jewellery brand. This experience is all about building a luxury brand and getting more exposure for a luxury logo design in the UK, rather than selling products.

As a benefit, using augmented reality in marketing helps the companies to be perceived as leaders in their brands. After all, they are being linked to a nifty new technology that most users have never experienced. That is a huge advantage in a luxury market where your name and brand are your most valuable possession. It will also be a boost for Tatler magazine; it may literally be the oldest magazine in the world, but it is on top of the times.

If this marketing event is successful, it could be the beginning of a new era in marketing. Women could begin to try on a variety of items—jeans, hairstyles and more—before ever entering a high street store. This could make a loyal customer of someone who would otherwise never have taken the initiative.

This technology is not available to smaller UK retailers and manufacturers. However, there are a few things that the smaller business owners among us can take away. First, it is important to use technology in your marketing in whatever ways you can. Second, building your brand and promoting logo recognition is just as important as actually selling a product.

There’s an App for That ™

Logo Design Company London — Fri, 19 Nov 2010 17:19:14 +0000

“There’s an app for that.” If you have ever used this phrase, you should think twice about using it again. Apple, known for its Mac and iPhone products, has applied for and received a trademark on the phrase in the United States. From now on, whenever you hear that saying applied to smartphone applications and other electronic devices, you will be hearing a company line—one that belongs exclusively to Apple.

The phrase has been used repeatedly in Apple’s advertising both in the US and in the UK, referring to the wide range of applications available for the iPhone. Indeed, you can run almost every aspect of your life, private or business, from your phone, thanks to the many applications being developed every day. While Apple is not the only phone maker offering this high level of functionality, they were and still are the leaders of the movement.

The trademark paperwork was filed last December and samples of the mark were provided in August. Although this seems like a long period of time, it is actually a short interval for trademark actions. The phrase was not trademarked in the UK, but it most likely will be respected in British courts. This means that Apple now has almost exclusive say over how and when the phrase is used.

An interesting side note to this story is the fact that Apple did not limit the use of the trademark to smartphones, but rather to “handheld mobile digital electronic devices and other consumer electronics (emphasis added).” This leads many to wonder exactly what type of consumer electronics Apple is planning for the future, and what type of apps will be created for them. Will we be seeing smart stereos with a range of apps? Smart DVD players? The options seem endless, especially when you consider that the iPhone is only a few years old despite its immense cultural impact.

Apple owes a great part of their success to good branding. There are few electronics companies with such a huge global presence, so it makes sense to protect this presence with any legal means necessary.

Trademarks may seem unimportant, but they can be just as big a part of a brand as any other aspect. If you have a phrase, logo design, or other part of your brand that defines you, it’s important to get the most legal protection you can. Not only does this protect you from having other people use your brand for their own profit, it legally protects you. If one of your competitors tries to trademark an image or phrase that you are using but have not registered, you may be legally stopped from using it. This would put you back to the proverbial drawing board and force you to completely rebuild your company image.

Is your brand in need of legal protection? If you are unsure, talk to a logo designer or branding consultant today. Not having adequately legal protection places all that you have worked so hard for at risk.

Internet Marketing More Important than Ever

Logo Design Company London — Wed, 17 Nov 2010 16:44:27 +0000

Although the government is cutting spending almost across the board, they are still going ahead with plans to bring lightning speed broadband internet to rural areas. Areas including Cumbria, Herefordshire, Highlands, and North Yorkshire will be among the communities to get a trial run of this government sponsored internet service.

Many rural areas in the UK are still limited to slow and even unusable dial up internet because broadband is not available. Private companies will not lay the groundwork for this advance because it is not economically viable. With about one third of the UK falling under this category, the government will be stepping in to correct the situation. The BBC will be donating over half of the £530 million needed to complete the project.

Government help is not the only way for frustrated UK communities to get the high speed internet that modern life demands. Some locales, such as Alston Moor in Cumbria, have pooled funds to create their own broadband network. In the case of Alston Moor, the residents paid for the installation of fibre optic cables and a mast to help them connect to the Telewest network in nearby Newcastle. This got them on the net, a goal that many communities in the UK share.

What does this mean for small businesses in the UK? First, internet marketing and presence are more important than ever. If you are lacking a professionally designed website, there has never been a better time to get one. The same goes for your overall brand; with millions of people in the UK poised on the brink of accessing your business, you need to make sure you have a brand and logo design that will present your company in the best possible light.

Second, if you have not created an online component to your company, it is time to begin this project. Whatever the product or service that you are offering, there is likely a compatible one that could be sold on the internet. Bringing high speed internet to the one third of the UK that is currently lacking it will mean a quickly expanding internet customer base—customers that have not yet developed strong internet brand preferences. In other words, this is your chance to ‘get in on the ground floor’.

Last, as you expand your internet presence, you will likely find that there is an increased need to market yourself on the internet. A branding consultant can help you develop a marketing scheme that suits your budget while attracting the group of people who are your target customers.

As the business world changes, successful and smart business owners will be changing as well. As important as it is to change with the times, it is just as important to change in a way that is consistent with your company brand and attractive to your target audience. Don’t get left behind by digital technology; use this opportunity to see your business begin a new era of growth and prosperity.

Tic Tac and X Factor Join for Company Promotions

Logo Design Company London — Fri, 15 Oct 2010 16:21:14 +0000

Tic Tac and The X Factor may seem like unlikely partners, but they indeed are teaming up to reach young customers in the UK. This is an excellent example of how co-branding can be used to promote brands and market to difficult to reach audiences.

The concept of co-branding is simple. Two separate brands team up for a promotion and work together. Customers see the two names and logo designs together and begin to associate them. If co-branding partners are chosen carefully, this can be a great marketing opportunity for everyone involved.

In this case, people who buy specially marked packages of Tic Tac mints have the chance to win tickets to the highly rated show and its subsequent tour featuring favourites from the show. Two pairs of tickets will be given out every week, with the promotion having begun on September 1^st.

A partnership like this is less effective if no one knows about it, but both companies are doing what they can to get word out. In addition to the markings on packages and in store advertisements, outdoor and digital campaigns will be used to promote the contests. Because promoting this partnership is crucial, Tic Tac may spend as much as £5 million dollars this year.

What can both brands gain from this venture? Because Tic Tac is trying to reach young adult and teen audiences, partnering with a television show that is popular with these groups can be an excellent move. Meanwhile, the X Factor is getting additional exposure by associating their name and logo design with a product used by teenagers all over the UK.

People who are fans of one of the brands may very well develop a brand loyalty to the other. Meanwhile, those who enjoy both brands will likely feel even more attached to them.

Although the Tic Tac logo design is very different from that of The X Factor, the companies have been successful in creating attractive advertisements using both visual identities strongly. IN addition to showing both logos, the advertisements use the recognizable Tic Tac green and the burgundy from The X Factor set against a neutral, pale gray background with shapes relevant to the show.

Co-branding is an easy strategy to incorporate into your overall marketing. First, you must find a brand that is not a competitor, but nonetheless shares core brand values and a similar target market. Second, you must work out a promotion in which both brands will benefit. This could be co-sponsoring a local event or another, similar campaign. Third, you should work together to make sure that both brands are well represented in the campaign. This can be a complicated move, but one with a high chance of success for everyone involved.

Of course, no marketing campaign will be successful if you don’t already have a brand and a logo design that is appropriate for your company. If you need help completing this crucial first step to success, contact a logo designer today.

Tesco Prepares to Launch New Magazines

Logo Design Company London — Mon, 30 Aug 2010 13:42:09 +0000

Gaining media attention is one of the most powerful ways to promote your brand and get your logo design into the public eye. Unfortunately, this can be easier said than done. The media has little reason to talk about businesses, especially not in a positive way that builds a brand. Many businesses deal with this by hiring publicists and taking measures to attract positive media attention. However, grocery and retail giant Tesco is instead creating their own media to ensure ongoing coverage.

Although many grocery stores publish small booklets with recipes and news items promoting their brand, Tesco’s new publications will be full sized glossies that consumers will buy from the newsstand just like any other magazine. Available this October in 2000 stores across the UK, three Tesco magazines named Food, Home, and Your TV Week will join Tesco’s current magazine offerings, Tesco Magazine and Real Food.

The magazines will be produced like any other publication, published by a well known magazine publisher, and edited by experienced staff. They will have target circulations and cost up to £1.99. They will appear to customers to be a normal magazine, which will make their pro-Tesco messages all the more powerful.
Will this marketing venture be successful? If it follows precedent, then it certainly may be. Tesco magazine has the fourth largest circulation in the UK. However, unlike the new titles, Tesco magazine is free. Will UK consumers be willing to pay for a marketing pamphlet, however glossy?

These magazines will give Tesco the chance to market their brand in a variety of ways. Customers will see the Tesco logo on almost every page. The brand can use this vehicle to introduce new items and show consumers new ways to use old favourites. Sales and promotions will likely be mentioned. A key difference from other media, however, is that Tesco will not be competing with other grocery stores for attention and publicity.
Does Tesco need this kind of publicity? Although it is one of the largest and best known brands in the UK, it likely needs all the publicity it can find. Retail is a competitive business, especially in a shakily recovering economy. Consumers are likely to patronise grocery stores without a great deal of thought, so there is a constant risk of losing customers should another company make an alluring bid for them. In short, Tesco, like most UK businesses, cannot afford not to market their business and keep their logo design fresh in the hearts and minds of consumers.

While many small businesses cannot afford to take these extreme measures to get publicity, there are several lessons to be learned here. First, media attention is worth courting, even at relatively high costs. Second, it is important to keep your brand in constant public view. Last, no business, regardless of its size or market share, can afford to overlook the important areas of marketing, branding, and logo design. In fact, having a smaller business presents more challenges, challenges that a consultant can help you overcome for long term success.

Is Twitter the Marketing Wave of the Future?

Logo Design Company London — Thu, 18 Mar 2010 11:03:07 +0000

Many companies have been eyeing Twitter as a way to market themselves among the many savvy UK consumers who use the micro-blogging service on a regular basis. Until recently, this has been limited to using Twitter as a social media site, a way of disseminating information to the masses. However, the path to commercial success via Twitter has up until been unclear. This is about to change with Twitter implementing a new commercial strategy that will allow companies to actively market themselves through the popular website.

Twitter already has big names lining up to advertise through the micro-blog, with potential paid advertisers as diverse as Lloyds Banking Group and Virgin Media. The company plans to begin with a relatively simple model of sponsored advertisements on search results similar to those used by media giant Google. These ads will be text only and use Twitter’s familiar 140-character word limit. The plan is to keep sponsored results separate from organic ones and to reduce the use of graphics and logo design so as to minimize impinging on the Twitter experience that has become so popular. These steps are likely to preserve the integrity of the website, which is even better for advertisers despite the limitations.

While Lloyds and Virgin are eager to tie their name and logo design with the popular website, other brands are not convinced. Honda UK has stated that they want to wait and see what volume the ads produce and how relevant the exposure is. Other UK companies seem reluctant to be among the first Twitter advertisers. However, if Virgin and Lloyds consider their Twitter marketing experience to be successful, it is likely that many major brands will be following their example.

This move may seem like a huge step for a largely uncommercial site, but it has been in the works for about a year and a half, since larger brands began using Twitter as a marketing tool. Twitter has not yet released the details of their programme, such as whether they will adopt a pay-per-click model similar to that of Google or have a strategy unique to the website. However, the brand has promised to work with advertisers and marketing agencies to develop a system that is satisfactory to everyone involved without annoying or frustrating their loyal fan base.

Whatever the new model will be, there is immense marketing potential in any website as busy and popular as Twitter. The site is among the top in its field, having pulled in 73.5 million new users in January 2010 alone, both from the UK and the rest of the planet. This represents an almost constant increase in users since the website opened, growth that is sure to continue in the future. Another thing to consider is that many Twitter users see the brand as relatively uncommercial and highly trustworthy. These users may initially see Twitter ads a highly authentic and perhaps even as an endorsement from the website itself. This makes getting in on the ground floor of Twitter advertisement a highly attractive option for companies all over the UK.

New Strapline for The National Trust

Logo Design Company London — Fri, 29 Jan 2010 14:28:09 +0000

Straplines are somewhat of a controversial topic with the business community. Many marketing professionals feel that they represent an invaluable opportunity to communicate with your audience, but business people in the UK tend to view them as somewhat dispensable. However, one British organisation believes heavily in straplines, enough to put significant time and resources into creating a new and more relevant one that will inspire the new generation.

The National Trust has for years used the familiar strapline, “For ever, for everyone.” This phrase was meant to represent the fact that this organisation cares for numerous historical houses and gardens so that they may be enjoyed and visited by everyone for the indefinite future. However, there were several drawbacks to this strapline. First, it emphasized the historical nature of these properties, something that seems irrelevant to many young people. History is simply not compelling enough to inspire young families to visit The National Trust properties for the first time nor to become members.

A second and notable problem with the old strapline is that the reference to ‘everyone’ was not congruent with the public perception of the brand. With most members of The National Trust significantly older and wealthier than most of the population, this was simply not an accurate statement. Many people surely noted the incongruence, even if not on a conscious level.

The new strapline for the organisation is “Time well spent.” This strapline is shorter and more succinct, which is nearly always a benefit for any company. The references to history are gone, instead replaced with a phrase recommending these properties as places to spend a lazy afternoon. This is more likely to resonate with a younger UK audience. More people care about having a worthy place to spend time, especially in today’s busy culture, than about preserving history for the future. The aim of the organisation remains the same, but the way this mission is presented to the public has been shifted.

This strapline change is only part of an overall branding change for the organisation. For the last six months, events have been held at sites managed by The National Trust, including outdoor theatre presentations and holiday celebrations. The organisation has partnered with numerous other brands, such as Cadbury, to defray much of the cost of these additional activities. This also makes the brand seem more modern and relevant by aligning it with brands that have this perception already.

With more and more UK families choosing to spend their holiday at home, there has never been a better time for The National Trust to make this relevant shift in position. Offering a place to visit that is interesting, education, and ‘time well spent’ is sure to increase the number of visitors to key sites as well as the number of people interested in becoming members of this organisation.

Does your business have a strapline? Like logo design, this brand aspect allows people all over London and the UK to understand and to identify with your business. This makes it absolutely indispensable in an ever more competitive market.

Five Simple Steps to Knowing Your Market

Logo Design Company London — Wed, 25 Nov 2009 08:46:39 +0000

It happens again and again. A business that seemed poised to succeed inexplicably fails. No one can explain exactly what happened; the brand, the marketing, and the product all seemed spot-on. In these cases, the key issue is often that the entrepreneur didn’t know their market.

There are several benefits to knowing your market and building your brand around this knowledge. First, you can use this knowledge to create and carry a product range that will appeal to them. Second, you can brand and market your business in a way that is relevant and enticing. This combination almost guarantees sales, and it isn’t as hard as it sounds. Here are five steps to knowing your market, with all the benefits that come with it.

What type of people need what I am selling? Whatever your product might be, there is sure to be a particular type of person who needs it. You should know key facts about this person, from their gender and relative age to the type of clothing they choose and the area in which they live. Getting a good mental picture of your ideal customer and keeping them in mind when making important decisions regarding your business will ensure that you are always marketing to the right group.

What are they buying to fulfil that need? In some cases, the answer is nothing. Modern people have many unfulfilled needs that are just waiting for the perfect product and the right sales pitch. If your target customer is already buying something to fulfil their need, you should become an expert on that product, from its availability to its price to its benefits and drawbacks.

How will my product fulfil this need better? Once you know this product, you need to understand what makes your product a better option. If there is no clear advantage, you may need to go back to the drawing board. If you are offering an advantage, whether it is a better price, higher quality, more attentive service, or fewer drawbacks, this will be your major marketing point.

What emotions do these people feel when they think of this need? Many people buy out of emotion, so you will be leagues ahead if you know how they are feeling when they think of the need and your solution to it. Will they feel joyful and invigorated, or soothed and relaxed? While most people don’t get excited about a mere product, a product that solves their problems can invoke a highly emotional response.

What kind of promise will attract these customers? Once you have answered the preceding four questions, this one should be easy. You are merely promising the solution to their problem; the only question is how you will deliver this solution.

Being able to answer these questions accurately will put you well on the right path to business success. Armed with this knowledge, you can move forward confidently in developing your brand and the company it represents. Getting to know your customer can be a nerve-wracking, time consuming process, but it is one that will pay off well.