Brochure design for RHS Rosemoor

It's a bit late - but we wanted to show you the brochure we have designed for the RHS garden at Rosemoor, in north Devon. The brochure was launched in June and has been produced to promote the catering service they offer for weddings. It features some sample menus - like a Winter Wedding Breakfast or a Champagne Afternoon Tea - and some great photography of the food. The catering team at Rosemoor tailor each menu to the wedding, so the aim of the brochure was to give some examples of what is possible.


We commissioned Jonathon Bosley, who we have worked with before, for the two-day shoot on-site at Rosemoor. Jonathon worked closely with the Chef to get the best from each plate, so we had some great images to work with. Here are a couple of examples...

Brand tip: Personality

Your brand is the personality of your business. It should tell people who you are; what you do; how you do it; and where you're going.

It's the thing that differentiates you from all your competitors. In the same way that every individual is different, so is every business. The skill is in identifying what it is about your business that's different, then communicating it in such a way that your audience value it more than the offering of your competitors.

If you'd like some more brand tips, click here.

My favourite advert (at the moment)

'Favourite' might not be the right word - but I think the new campaign from Cancer Research UK is fantastic. The ads are a great balance of optimism and realism. It's obviously a really emotional issue, and they manage to convey that emotion, without being sentimental. Really powerful stuff.



To support their work visit www.cancerresearchuk.org

Superbrand survey 2009/10

The latest Superbrands Survey was published earlier this month (July 09) - and it made interesting reading. Despite the current economic climate consumers are remaining loyal to the high-profile brands, and the price tag that comes with them. The top 5 are:
1: Microsoft
2: Rolex
3: Google
4: British Airways
5: BBC
The brands are assessed on quality, reliability and how easy it is to distinguish them from their competitors. You can read a full report on the survey on the Marketing Week site.

Now, what relevance does this have for the average UK business? Most businesses aren't high-profile, household names. They have a local, or at best, regional, client base. If consumers want big brands what difference does it make to them?

Well, I think it says an awful lot to any business, whatever your size. If you look at the assessment criteria: Quality; Reliability; Standing out from your competitors, these are all attributes relevant to any business. If that's what consumers are looking for from the big brands, it stands to reason that they looking for it in the other purchases they make too. They're not being driven purely by cost or convenience. They want to be confident in the products or services that they're buying.

Your marketplace may be modest by comparison to Microsoft or Google, but you can still strive to assume the same position in the eyes of your customers. You don't need to try and compete on price. If you can deliver quality and reliability in your products or service, and communicate that in a way that differentiates you from your competitors, you have the opportunity to increase your market share. And if you read my previous post on the Starbucks 'stealth' rebrand, and business strategy in a recession, you will see that now is a great time to steal market share.

If you'd like to talk about how your brand can help you to achieve that, I'd be happy to have a chat: jonathan@alderandalder.co.uk or 01392 248107.

Brand to Deliver

Brand is a valuable tool for any business, but it is often overlooked or misunderstood. To help address this we have launched a new programme: Brand to Deliver.

The Brand to Deliver programme is for ambitious businesses who want a better understanding of how their brand can help them to achieve their business objectives. The programme will include of a range of events and resource material to help businesses realise the potential in their brand.

The events are being launched in September, with a workshop on Friday 11 September and a seminar on Tuesday 22 September. Both events will be looking at the issue of 'What is a brand and why is it valuable?', but from very different perspectives. The workshop is a full-day of interactive exercises and discussion in a small group, giving businesses the opportunity to beginning looking at the issues specific to them. The seminar, which will be presented in partnership with Bishop Fleming and Foot Anstey, will consider how a brand builds loyalty in customers, how it adds tangible value to a business and the value that exists in the intellectual pproperty assets associated with your brand.

If you would like to have a chat about Brand to Deliver email jonathan@alderandalder.co.uk or call us on 01392 248107.

Brand tip: Brand = Value

Your brand is the opportunity to add value to your business, but do you take it?

Take two near identical products - let's say a car, or a dress. Why don't people just buy the cheapest option? It's because of brand.

Brands build loyalty in customers, and customers remain loyal to a company because they place a value on the product or service they buy. This is REAL value. This is not about buying from you because you're close to them or because you're the cheapest. This is about customers going out of their way to buy your products or spending more on the services you offer. That's what your brand can do for your business.

So where's the value in what you offer? Is it the quality? The speed? The experience you bring? The approach? The range available? Find the answer, then make sure your brand reflects that value.

Starbucks 'stealth' rebrand

There's been a lot of coverage on the 'stealth' rebrand that Starbucks are trialing in 3 stores in Seattle - and it raises two really interesting points. If you haven't read anything about, you might want to read this. If not, this is a very brief summary:
To address flagging sales Starbucks are relaunching 3 stores, each with a unique, 'bohemian' brand, in an attempt to get away from the corporate Starbucks feel. The first, due to open this week, is called 15th Avenue Coffee and Tea. As well as a different look they will also sell alcohol and have live music.

So here are those two 'interesting points'.

Brand
Anyone who has read any of our Brand Tips will know that brand is not one thing. A company has four brand 'touch points' with their audience: Product/Service; People; Communication; Working Environment. Brand touches every corner of a business and the Starbucks approach is an interesting demonstration of that principle. To address a fundamental business issue - falling sales (a change in customer behaviour) - Starbucks are looking to their brand to turn things around, by repositioning 3 of their stores.

So what are the changing?
Product / Service: They're offering new products not previously available - alcohol. They're adding new services - live music.
People: I don't know for sure, but I'm guessing that staff in the rebranded stores are working from a different script so they may well be sounding and behaving differently.
Communication: Well the name's different, and I imagine the rest of the instore graphics look pretty different too.
Working Environment: The new interior has been described as 'bohemian' and 'mercantile', a shift away from the corporate uniformity.

So in every area of the business there are changes, in an attempt to reposition the new stores. The brand is the key tool in addressing the business challenge of falling sales.

Business Strategy
Reading the Starbucks story took me back to a blog post I read last week on BusinessWeek about business strategy in a recession. In actual fact there are only two strategies available in a recession: You can step up to the challenge, or step down from it.

With this 'stealth' brand move they have clearly stepped up to the challenge, making a bold move to address a specific issue. Obviously Starbucks have deeper pockets than a lot of businesses, and can afford to experiment, but it's not about the scale, it's about the principle. According to the BusinessWeek story, studies of previous recessions show that companies have twice as much opportunity to improve their position during a recession.

Now, I'm not commenting on the ethics or authenticity of this move by a global giant - I'm just interested in the brand angle... and what the outcome is.

Brand tip: It's a promise

Your brand is a promise to your customers... But do you always keep it?

Your brand is your promise to deliver something to your customers. At it's simplest level it promises to give them the product or service they're paying for. But it can be a lot more. That promise can be the difference between you and your competitors. What do you promise your customers?

But you need to be aware of the difference between making a promise and keeping a promise. Making the right promise will win you customers - but if you fail to keep it you will lose them just as quickly, and damage your reputation in the process. So don't promise what you can't deliver.

Brand Seminar: Post-match analysis

I really enjoyed presenting our brand seminar at the Business Network event at Exeter Golf & Country Club today. It's always good to have an opportunity to stand up in front of people and talk about what we do, but there was some good discussion too in the Q&A session.

My presentation was looking at the questions of; What is a brand? Why it's valuable? and When should you change it? I also introduced a couple of exercises for the group to do, to help them apply some of the theory to their own businesses. These seemed to be popular - I think because it made the seminar a bit more interactive and relevant to them. The feedback was certainly positive.

Here's what a couple of people said:
"Great us of materials and workshops to get people thinking outside the norm."

"A brief insight into the murky world of branding. Very well put together and clearly delivered."

"Very clear explanation of the importance and application of branding."

The feedback has been really useful because it will help us as we prepare for a more comprehensive range of seminars and workshops we are rolling out in the autumn. The discussion in the Q&A session raised some interesting topics too; the role of straplines; what's the benefit of changing a product / brand name; the 2012 Olympic logo - all potential material for future blogposts and Brand Tips I think!

Brand tip: What do people say about you?

Your brand is what people say about you when you leave the room.

It's the impression you leave behind - good or bad. It's a collection of views, attitudes and opinions about your product, your staff, your premises and your marketing material. Everyone of these things leaves an impression - is it always the one you wanted to leave?

Take time to learn what people are saying, and if you've left the wrong impression, change it.

Cowboy Day!

We called this blog Work and Play for a reason - but their hasn't been much 'play' lately, so here's something to put that straight! Here's William dressed for Cowboy Day at his childminders. Yeehar!

Brand tip: It's not your logo

Your brand is not your logo. Your brand is a combination of elements that communicate the personality of your business to your audience. A good way to simplify the concept is to divide a business into four areas: Product or service; Communications; People; Working environment. Each of these areas (and everything they contain) is your brand. What do each of these things say about you?

Your logo is part if your Visual Identity (which comes under the Communication heading in the list above). It's very visible, and very important, but it's just one piece of the brand jigsaw.

If you'd like to see some examples of logos that we have designed as part of brand development projects, visit www.alderandalder.co.uk and click on Design, then Identity.

Packing a punch!

We're always talking to our clients about the value of branding and what good design can do to benefit their turnover. But it's not always easy to quantify. So when you speak to a client who is reaping the benefit of the work you've done for them it is REALLY satisfying!



I had a great conversation with Rona at Higher Fingle Farm on Friday. They are an award-winning organic farm in Devon and we worked with them last year to create a brand for their business, to support the launch of their duck eggs. (You can read more about the project here).

The eggs went into the shops in March, including Waitrose stores at Okehampton, Saltash, Torquay, Holsworthy and Sidmouth. Sales have gone well - and they're comfortably hitting their weekly targets. At Darts Farm Shop in Topsham they sold out on the first day and they're consistently outselling the competition ever since. When Rona asked Darts Farm what they thought the reason for this was they replied 'It's the packaging'.

The value of good packaging is reinforced by this quote from the Innocent book: Our story and some of the things we've learned. 'The second most important thing to get right after the actual product is the way it is packaged.'

Brand tip: Brand v Marketing

Your brand is not your marketing. Your brand is the message. Marketing is the delivery of that message.

Your brand is the personality of your business - the thing that makes you different from your competitors. So it's the source of every message that you send out as a business - whether it's intentional or not. Here's a discussion on the subject on The Marketing Donut website.

If you'd like to learn more about your brand you might be interested in the free seminar we hosting. If you'd like to have a chat about your brand or your marketing call Jonathan on 01392 248107 or email jonathan@alderandalder.co.uk

Science fact, not science fiction

Despite the gloomy news about the state of the environment and the impact this will have on us everyone seems to remain incredibly upbeat and positive. This recent report from the Met Office paints a fairly bleak picture for the UK. But no matter what the science seems to be suggesting, people appear to be pretty confident that there's no need to worry. And I think I know why. It's Hollywood. The silver screen has lulled us into a false sense of security.

We've all seen the earth threatened with catastrophe; whether it's aliens in Independence Day or War of the Worlds, or a natural disaster in Deep Impact and The Day After Tomorrow. We've seen the danger, and we know how it ends. Yes... it's touch-and-go for a while... it looks very bleak... some of the supporting cast die and a few landmarks get flattened. But ultimately it's alright. Someone saves the day. And that's what will happen with Climate Change, isn't it?

I think people are confusing science fact with science fiction. They think that someone, somewhere is beavering away on a solution that will be wheeled out at the eleventh hour. It would be nice to think so - it's certainly easier to come to terms with than the alternative; the need to give up the comforts that we all take for granted and the realisation that it's already too late to avoid the first effects of Climate Change.

So why don't we do anything? I think it's because you can't see Climate Change - not really. If it crashed into the Statue of Liberty or fired lasers at Big Ben all hell would break loose and we'd take notice. But it doesn't, so we carry on as normal, assuming someone somewhere will find the answer. And it's not just 'us' - the public - governments seem oblivious too: take a look at this.

Now, I'm no expert. But there are lots of them out there, and they've got lots of answers. There are lots of things that can be done. What we need now is the collective will power - on a global scale - to make those changes. Because if we're not careful we might find ourselves in a situation that Hollywood can't get us out of.