Work and Play

Brand Tip: Brand New Year

2012-01-06T13:25:00.001Z

January is a time for making plans for the next 12 months. Identifying the goals that you want your business to achieve, and thinking about the resources you'll need to achieve them. As you do that, don't forget to take a look at your brand. Is it up to the job? Will it help you achieve those goals?

If you're unsure, ask yourself these questions:
• Does our brand tell our audience who we are?
• Does it tell our audience what we do?
• Does it tell our audience how we do that?
• Does it tell our audience where we will take them?
and
• Are we the same business now that we were 12 months ago?

If the answer is 'no' to any of them, it's time to take a look at your brand. If you want to know more about 'why?' and 'how?', you might be interested in this seminar .

Happy New Year!

January - the month of optimism

2012-01-06T13:08:00.009Z

Advent Quiz: Day 17

2011-12-23T12:50:00.004Z

Welcome to Day 17 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to and you can win a (small, low value, edible) prize.

If you know the answer email
jonathan@alderandalder.co.uk
first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to Day 16's logo
Nintendo

Advent Quiz: Day 16

2011-12-22T16:08:00.002Z

Welcome to Day 16 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to and you can win a (small, low value, edible) prize.

If you know the answer email
jonathan@alderandalder.co.uk
first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to Day 15's logo
Innocent

Advent Quiz: Day 15

2011-12-21T11:27:00.002Z

Welcome to Day 15 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to and you can win a (small, low value, edible) prize.

If you know the answer email
jonathan@alderandalder.co.uk
first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to Day 13's logo
Coca Cola (in Hebrew)

The answer to Day 14's logo
Kellogg's

Advent Quiz: Day 14

2011-12-20T14:00:00.001Z

Welcome to Day 14 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to and you can win a (small, low value, edible) prize.

If you know the answer email
jonathan@alderandalder.co.uk
first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

Advent Quiz: Day 13

2011-12-20T09:15:00.002Z

Welcome to Day 13 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to and you can win a (small, low value, edible) prize.

If you know the answer email
jonathan@alderandalder.co.uk
first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to Day 12's logo
O2

Advent Quiz: Day 12

2011-12-16T10:27:00.002Z

Welcome to Day 12 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to and you can win a (small, low value, edible) prize.

If you know the answer email
jonathan@alderandalder.co.uk
first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's logo
The Telegraph

Advent Quiz: Day 11

2011-12-15T09:31:00.002Z

Welcome to Day 11 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to and you can win a (small, low value, edible) prize.

If you know the answer email
jonathan@alderandalder.co.uk
first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's logo
Schweppes

Advent Quiz: Day 10

2011-12-14T10:48:00.003Z

Welcome to Day 10 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to and you can win a (small, low value, edible) prize.

If you know the answer email
jonathan@alderandalder.co.uk
first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's logo
Sky

Advent Quiz: Day 9

2011-12-13T13:54:00.003Z

Welcome to Day 9 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to and you can win a (small, low value, edible) prize.

If you know the answer email
jonathan@alderandalder.co.uk
first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's logo
Apple

Advent Quiz: Day 8

2011-12-12T12:42:00.003Z

Welcome to Day 8 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to and you can win a (small, low value, edible) prize.

If you know the answer email
jonathan@alderandalder.co.uk
first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's logo
MasterCard

Advent Quiz: Day 7

2011-12-09T03:07:00.002Z

Welcome to Day 7 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to and you can win a (small, low value, edible) prize.

If you know the answer email
jonathan@alderandalder.co.uk
first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's logo
Twitter

Advent Quiz: Day 6

2011-12-08T11:19:00.004Z

Welcome to Day 6 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to and you can win a (small, low value, edible) prize.

If you know the answer email
jonathan@alderandalder.co.uk
first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's logo
Starbucks

Advent Quiz: Day 5

2011-12-07T07:35:00.002Z

Welcome to Day 5 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to and you can win a (small, low value, edible) prize.

If you know the answer email
jonathan@alderandalder.co.uk
first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's logo
Intel

Advent Quiz: Day 4

2011-12-06T11:41:00.002Z

Welcome to Day 4 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to and you can win a (small, low value, edible) prize.

If you know the answer email
jonathan@alderandalder.co.uk
first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to Friday's logo
Rolex

Advent Quiz: Day 3

2011-12-05T11:09:00.004Z

Welcome to Day 3 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to and you can win a (small, low value, edible) prize.

If you know the answer email
jonathan@alderandalder.co.uk
first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to Friday's logo
Heinz

Advent Quiz: Day 2

2011-12-02T10:02:00.001Z

Welcome to Day 2 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to and you can win a (small, low value, edible) prize.

If you know the answer email
jonathan@alderandalder.co.uk
first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's letter
Cadbury's

Advent Quiz: Day 1

2011-12-01T14:00:00.000Z

Welcome to Day 1 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to and you can win a (small, low value, edible) prize.

If you know the answer email
jonathan@alderandalder.co.uk
first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The Alder and Alder Advent Quiz 2011

2011-12-01T06:56:00.000Z

The sleigh bells are ringing. The chestnuts are roasting by the fire. So it must be time for... The Alder and Alder Advent Quiz!

It's back for a third year, introducing a daily dose of festive fun to our friends, colleagues and followers. From today, Thursday 1st December, we are introducing 17 days of festive fun. (And this year the 'grand prize' is even better!). Each work day, from now until 23 December, we will be taking a well known logo, chopping a bit out of it, and asking you to tell us who it belongs to.

The rules are quite simple:
• Each day we will post the link to the day's picture from our Twitter account (@AlderandAlder)
• It will be a random time each day (whenever we remember, or find time!)
• The first person to email jonathan@alderandalder.co.uk, with the right answer wins.
• Anyone who tweets the answer in the open - so everyone can see it - will be disqualified, as we won't be able to include any entries received after that in the 'grand prize' (see below).
• We'll tweet the winner's name that day, and the answer the following day.
That's it.

But we know that not everyone necessarily has the time to be watching Twitter like a hawk all day, so we're also awarding a 'grand prize' at the end of the competition. On (or 'shortly' after) the 23rd we will award a prize to the person who responded on the day with the most correct answers to the 17 logos. (In the event of a tie, we'll pick a name from a hat). This year we're raising the stakes with our 'grand prize'! The winner will receive an exquisite hand made candle from Parable - something to brighten 2012.

So even if you're not the first to respond, you can still be a winner!

Good luck, and keep your eyes peeled for the Advent Quiz tweet from @AlderandAlder and follow the #adventquiz hashtag!

(Just a quick notice for anyone who's tempted to take it too seriously: please don't. We're not. It's just a bit of fun. Ho Ho Ho!)

Image: Susie B / FreeDigitalPhotos.net

Loud and clear: Brand communication

2011-08-18T22:59:00.010+01:00

Brand is all about communication. A key communication tool for a brand is design. And design - good design - is all about clarity. The video, below, is also all about clarity. Clarity with a very clear objective: to help people with Dyslexia read more easily.

The project has been undertaken by a design company in The Netherlands. As a designer it's really interesting to see all the opportunities that exist to make text more readable to someone with Dyslexia. To see the opportunities that exist in the detail - if you take the time to find them, and invest the energy to exploit them. To develop the typeface and make it as effective as possible the designer has looked at every aspect of its form; the weight of the letter, the height and length the 'ascenders' and 'descenders', the width of the 'openings'. Each element has been considered, in their effort to achieve their goal.

Now, this is a unique instance - helping Dyslexics to read more easily - but for businesses owners there's an interesting parallel with the role of brand within their business. The strongest brands are those that have clarity: a clear positioning, a clear message and a clear target audience. And they achieve that clarity by looking at details.

When it comes to communicating, whether that's through print, packaging, online... any communication media, your visual identity is your key asset. When we're working with a business we break their visual identity down into six elements: logo, typeface, colour, imagery, tone of voice and design style.

Each of these elements presents an opportunity to engage with your audience. Each presents an opportunity to say something about your business. Each is an opportunity to persuade your audience to choose you, rather than a competitor.

So take a look at your visual identity and each of the elements. Do you make best use of all of them? Is each of them working hard for you? Does each of them help to bring clarity to your business?

If you'd like to know more, call us on 01392 248107 or email jonathan@alderandalder.co.uk

Get out of the way

2011-08-02T10:36:00.001+01:00

As a business owner you are probably responsible for the growth and development of your business. You have invested your knowledge, expertise and enthusiasm into the business to make it the success that it is. But the fact is, at some point, you could also be the reason why growth slows and the business stagnates.

At one of our recent seminars I was talking to two business owners who were facing just that dilemma. Two different business, two different scenarios, same challenge.

Scenario A is a company where the Founder finds himself the bottleneck within his company, a barrier to growth because clients want to deal with (in this case) the man whose name is on the door, rather than one of his very capable team.

Scenario B is an engineering firm where the junior Director is facing the retirement of the two senior, and founding Directors, and is concerned that client loyalty lies with the individuals, rather than the firm.

Founders are often fundamental, not just to the initial growth of a business, but to it's longer term success and longevity (Steve Jobs at Apple being a prime example). In this short video about the importance of branding there's a couple of interesting contributions on this theme. Richard Branson and Ruby Hammer and Millie Kendall, of cosmetics brand Ruby & Millie, talk about the role they have played, as individuals, as ambassadors for their business. (Click on the image. It's 6 minutes)

But the role of a founder presents a challenging dilemma: The root of your success is also the foundation for your (potential) failure. There are thousands of permutations, but the challenge is the same: transferring the perceived value of a business from an individual (usually, but not exclusively, the founder or leader), to the business itself. And it's a challenge that's relevant to any business, regardless of size.

So what's the solution? Well, at least part of the answer is 'brand'. (There are other aspects of the business, that have a role to play, but brand is certainly part of it). Your brand is a collection of tools to help you communicate the personality of your business to your audience. The strategies for how this is achieved are as varied as the business (and their owners) that occupy the marketplace. But, whatever your business, the role of your brand is the same: It takes the knowledge, expertise and enthusiasm you have poured into your business, and translates it into a suite of tools, messages and strategies, that enable you to communicate it to others.

The first people who should be exposed to your brand - and what it means - are the people within your business, so they know what's expected of them. Then it's the turn of your customers.

With a clear brand - and strategy for delivering it - in place, it allows you, as a business owner, to step out of the spotlight. You can take a backseat. You can do as much, or as little, as you want. Because your customers were never really that interested in you, just in what you could do for them. And now they realise they don't need you for that to happen.

So if you're a business owner, and feel like you're getting in the way of your companies success, maybe you should get out of the way, and let your brand do its job.

If you'd like to know more, give me a call on 01392 248107 or email jonathan@alderandalder.co.uk

Brand is a business tool

2011-07-25T00:10:00.000+01:00

Brand is a really valuable business tool, but so often it's overlooked by companies. I think the reason for this is that you can't see it, or touch it. Yes, you can see a logo (but a logo's not a brand). Yes, you can touch a product, or the staff delivering a service (but not every business considers their product or staff as part of the brand).

Brand is seen as something etherial, something intangible. But this video that I came across last week has a different perspective. It's looking at the role of design in innovation, and arguing the business case. There are some interesting ideas to consider...

Design's Role in Innovation from Design Council on Vimeo.

Now, design is not brand, if you're thinking of design as creating a new logo, for example. But if you think of design as fundamental to creating the structure of a business, to giving meaning to the products and services on offer, to the strategy of a business, then that's a very different proposition. It that instance I think the word design and the word brand are interchangeable.

So, with that in mind, here are the three things that stuck out for me:
The origin of the word 'design'. From the Latin 'designare' - to designate. To give things meaning. If you think of your logo, and the other elements of your visual identity, they are all there to give meaning to your company. To be more than just colours, shapes and words. To make your company more than just a provider of a product or service... So do they? What is the meaning behind your business? Or are you just a provider of a product or service?

Design (brand) is about giving people what they need whether or not they know they need it. Brand isn't always about answering questions. Sometimes it's about asking them. Why don't you do it this way? How useful would it be to have this product? Just look at Apple. They've built an empire on giving consumers what they need, not asking them what they want. They've developed a loyal customer base by focusing on customer needs. So look at your customers. Do you give them what they need? Or do you just give them what they want?

The storm is the time to fish. I love this Inuit proverb! When the environment is at it's worst it's very tempting to stay somewhere safe and familiar. But the opportunities are still out there, if you want them. Harder to get to, certainly. But they're still there, and there's probably less competition to catch them. So what are you going to do? Jump in your canoe, brave the icy waves and going looking for the fish? Or stay somewhere comfortable and hope the fish come to you?

So when you look at your business and your brand do you see something tangible? Does your brand make a positive impact on your bottom line every month? Or is it just a logo on your business card? Or some ideas bouncing round your head?

New charity logo: Parabottle

2011-07-20T10:06:00.003+01:00

Design should always make a difference, but never more so than on our work with a new charity: Parabottle. Parabottle aims to air-drop tens of thousands of emergency survival pods into isolated international disaster areas within 24 hours of a natural or manmade crisis. It's been developed to fill that gap, before more substantial aid can be delivered.

Parabottle was launched last week, at an event in Exeter, as they begin their fundraising efforts to enable the development and testing of the prototype. Their message has been neatly captured in this fantastic one-minute film, created by Em Cooper and commissioned by Kor Communications.

You can find out more about Parabottle on their website (developed by Optix Solutions) and you can read some recent press coverage here.

We got involved in the project at the beginning of 2010, when were asked to develop a logo by Nick Sprague, an Exeter-based entrepreneur and founder of Parabottle. The logo needs to communicate the message of 'airborne aid' as easily as possible, to overcome any cultural and language barriers. Nick says:

“The first 24 hours after a disaster are crucial to the survival and wellbeing of those affected by any disaster, with the threat of dehydration and disease ever present. Parabottle has been designed to provide basic emergency survival commodities before aid agencies arrive to provide more comprehensive relief.”

If you would like to support Parabottle you can make donations here, through Just Giving.

Brand tip: Go and find them

2011-07-11T00:37:00.007+01:00

When it comes to your customers, you have to go and find them. Don't wait for them to come to you. There will always be an exception, but generally speaking, it's a good rule to follow.

Take a look at this video (2 mins 31 secs), documenting an initiative by Tesco in South Korea to give commuters the opportunity to shop online while they're waiting for a train.

Now you might not have the resources that Tesco do, but there are a few really valuable lessons you can take from this:
1/ Understand the need of your target audience (In this case, convenience. They're short of time)
2/ Understand where to find your target audience (In this case, the station - but it could be an online environment)
3/ Make your product (or service) available in that location (In this case, through photos of products in the station, with QR codes)
4/ And if you want to use technology, make it appropriate (In this case, mobile technology - Smart Phones and QR codes - for a mobile audience).

Take a look at your own business. What can you learn from this? Are you waiting for customers to come and find you? Are are you going to go out and find them?

Building your brand: Step 1

2011-06-08T00:13:00.000+01:00

What's at the heart of a successful brand: A great logo? Or a great product?

I'd argue that it's very hard to build a strong brand with a weak product. I can't think of an example (but I'd really like to hear any examples you can think of). But I can think of lots of strong brands with poor logos (Microsoft and Google is a good place to start). What set me thinking about this was a great documentary series on BBC 2, Business Nightmares, with Evan Davis. There were two examples that I found fascinating.

The first was Persil. It was the market leader in the early nineties, but Unilever (the owners of Persil) were concerned about the growing popularity of Aerial (owned by Procter & Gamble). To combat this Unilever developed Persil Power, a super strength powder that would be tough on stains (which was Aerial's claim). However, Persil Power was too strong. It damaged clothes.

In the face of mounting criticism across the media and from disgruntled consumers, the supermarkets began to take it off the shelves, and Unilever were forced to withdraw it. It's estimated that £57m worth of stock was written off, and the whole project cost Unilever £250m. That's an expensive mistake, and massively damaging to the reputation of Persil. But there's a happy ending (for Unilever)! Four years later they were the market leader again, as they introduced a new product: Persil Tablets.

The other example is Coca Cola, and their attempt to introduce New Coke in 1985. It was launched with all the showbiz razzamatazz you'd expect from the world's biggest soft drink. Pepsi - number two in the market - had been increasing their market share with The Pepsi Challenge, a taste test that was highlighting the fact that a lot of people preferred the taste of Pepsi to Coke. Coca Cola were concerned.

Now Coca Cola didn't make this change lightly. They carried out almost 200,000 taste tests with Coke drinkers, and the results showed that 61% preferred the 'new' tatse. So the decision was made to introduce New Coke, to replace the original. There was outrage. Coke drinkers were angry. Facing rebellion from their loyal customers Coca Cola announced that they would revert to the original flavour, just 79 days after the launch of New Coke.

But Coca Cola recognised the mistake they had made. At the taste test they asked people which taste they preferred. They didn't ask them how they would feel if they replaced the 'old' taste with the 'new' taste.

So what can we learn from this? Well, even if you are a market leader, you can do significant damage to your brand, if your audience don't like your product. So if you want to build a strong brand, start with a strong product or service.

And the logo? Well, a good logo isn't going to do you any harm...

Brand ownership: Who's in control?

2011-05-26T23:21:00.006+01:00

"Your brand is not what you say it is, it's what Google says it is"

This is a quote from Marina Willer, Creative Director at Wolff Olins, at an event earlier this week. It's certainly a conversation starter. It tackles the question of brand ownership head-on. Does a company own a brand? Or their audience? It's a fascinating topic!

For me, it's quite clear. As a business you create a brand. But that brand exists - comes to life - in the minds of your audience. There's a simple exercise you can go through to demonstrate that principle...

Think of a brand or business that you really hate. It could be a bank (always high on the list at the moment). It could be BT (a regular favourite for #Fail on Twitter). It could just be a supplier that let you down. High on my list at the moment is Ryanair, following a mix up with our holiday flights - and that's before we even get to the airport.

Now think about how you feel about that business, and what you've said to friends and colleagues about them. Do you think that is how that business wants to be viewed? Do you think that is the response they're looking for? Probably not. What can they do to change your opinion? If you saw an advert for them , or read a piece of their literature would it change your opinion? Probably not.

They're not in control of how you perceive their brand. They can't control your attitude or opinion of their brand. They can influence, but they can't control.

So what does that mean for business? Is brand extinct? Has it lost its value?

I don't think so. Word of mouth has always been there (and remember, it works both ways, positive and negative). All the internet does is accelerate the spread of the conversation, and increase the reach of it. It doesn't matter what scale you work at - global, national , regional, local. People talk about your business. People define your brand. Face-to-face and online, with friends and complete strangers. It's happening all around you. As a business there are two questions to ask yourself:
1/ Do we know what people are saying about us?
2/ Are we taking all the opportunities we have to influence that conversation?

If you're interested in the answers to those questions, you might be interested in our seminar: Unlock the value of your brand. We have two events scheduled, the first in June and then another in July. If you'd like to join us, do click on a link. It would be good to see you.

Your brand in three words

2011-05-25T22:42:00.000+01:00

Gucci - the leading fashion brand - went through an exercise where each of the companies within the Gucci Group had to define the essence of their brand in three words. Just three words. I was reading about this in a Marketing Week article last week, and wrote a post about it here.

At the end of the post I said I would share our three word definition, and here it is...

Vision. Action. Value.

Vision
We take the time to understand the vision the business has for their future. (Businesses with no vision don't tend to talk to us). We then create a brand to help achieve that vision, by defining what the business looks like, what they sound like and how they behave.

Action
A vision is vital for an ambitious business. But without action, the vision is worthless. We take action. It might be designing a logo, preparing an event or developing a website.

Value
Any activity we undertake should deliver value to our clients. That value is usually measured in revenue and sales, but it can be whatever criteria is valuable to that business.

If you take any one of these away, then the process fails.

So that's us. In three words. Try it yourself... It's a really useful exercise.

Brand tip: Keep it simple

2011-05-20T13:14:00.004+01:00

I've just read an interesting article in Marketing Week, about brand communication, or simplicity in brand communication, to be more precise. (You can find the article here).

It gives the example of Gucci, and the exercise that Robert Polet, when head of the Gucci Group, took the organisation through. Each brand within the luxury Group (including Yves Saint Laurent and Alexander McQueen) had to define the essence of their brand... in three words.

That might seem extreme, but simplicity is key. A simple message is easier to communicate, and easier to understand. And your audience, whether consumers or businesses, have very little time to listen to you.

I had a great example of this dilemma from one of the guests at our last brand seminar. She said, 'The reason I'm here is because I'm confused about what my brand is, and I know that if I'm confused, my customers are going to be too.' A very powerful business case: If we don't communicate clearly, we will be losing opportunities to sell. And in a challenging market that's a dangerous position to be in.

So take a look at your brand. How would you describe it? In three words.

Let me know!

(If you want to know how we would describe our brand, in three words, come back next week and I'll tell you).

Let's get physical

2011-05-11T00:43:00.001+01:00

In a world where, as consumers, we are bombarded by 3000 messages a day (according to something I was told at a conference), it can be difficult to get your message across. There is a lot of competition to grab our attention. This is why lots of businesses - when you start talking about brand - throw their hands up in the air and say 'how can we ever compete?'. To be fair, it's a good question.

And the answer is: Don't talk to your audience, engage them.

The Concise Oxford Dictionary defines 'engage' as: To hold fast a persons attention. I think that's a pretty good description of what most businesses would like to do with their audience. What got me thinking about engagement was this article, from The Guardian. It talks about the challenges businesses with green products or services face, when trying to engage with consumers. It concludes that a physical experience is far more engaging than simply reading or listening to statements. In the article there are some great examples: A tower of boxes representing the waste being created or boiling a kettle by peddling a bike.

But it's not just green businesses that can benefit from becoming more physical. Every business can benefit from becoming more interactive (in the broadest sense of the word) and less passive. And every business has lots of opportunities to do this... it's just that the majority don't make the most of them (or even recognise them).

In our brand seminar we talk about four brand touch points; four aspects of the business where there is an opportunity to engage with their audience. They can do this through:
- Product or service
This is your core business - the thing customers pay you for. It's (probably) at the heart of your relationship with your customer.
- People
The human face (or voice) of your business - a key element in building relationships (and therefore engagement).
- Working environment
The place where you do business - for an online business this might be your website. This is often a great opportunity to create an 'experience' for your customers.
- Communication
Often the first thing your audience will see - maybe your website or some literature - so the first opportunity to 'engage' with them, rather than talk to them.

Every activity within a business - any business - sits under one of these headings. And each of these aspects presents an opportunity to engage with your audience: to tell them more about who you are, what you do, how you do it... and where you're going.

So if you want to get the attention you deserve from your audience - and keep it - look at your business and each of those scenarios. Do you make the most of them? Do you engage your audience?... Or do you just talk to them?

My favourite advert (at the moment)

2011-05-04T14:28:00.004+01:00

May the Fourth be with you! Inspired piece of marketing to launch this ad today in Europe. (In the US it was launched at The Super Bowl in February).

And just as funny are the bits they didn't use... Make sure you watch it right to the end.

It's not easy being green

2011-04-27T00:14:00.001+01:00

A year ago David Cameron pledged the 'greenest government ever' (he reiterates it in this clip, below). It was an exciting promise. Bold, brave... and attractive to voters. So, is the Coalition delivering on that promise? Their record so far has been reviewed, and it makes disappointing reading.

Each of the key elements for a more sustainable way of living and doing business have been assessed. There are some successes (Renewable Heat Incentive), and some big disappointments (Feed-In Tariffs)... but there is still the opportunity to fulfill that promise. (Read the full article here).

But what I find interesting here is the similarity between business and politics. Like David Cameron, many businesses make claims about their environmental credentials - and with good reason. Just as in politics, it's a great opportunity to create a competitive advantage and win new opportunities. But there's more to it than simply making promises, which is where the Government are falling short.

If you make claims - or are as bold as to make a promise - about your green credentials or aspirations, you need to deliver. If you fail you might be accused of 'greenwash' ('The act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service'). Like the boy who cried wolf, mislead your audience once, and they won't give you a second chance.

To find a role-model the Coalition need look no further than the High Street. In January 2007 M&S launched Plan A, a five year plan to achieve a list of 100 commitments to a more sustainable way of doing business. By 2009 Plan A was already a success. Sir Stuart Rose, then Executive Chairman of M&S said, “Despite unprecedented global economic uncertainty, the business case for Plan A continues to strengthen. The plan is now cash positive with savings more than offsetting investments and, as well as delivering significant benefits for our business, stakeholders and the environment, Plan A is changing consumer behaviour.”

Plan A is such a success that they've now extended it to 180 commitments, with a goal of becoming the world's greenest retailer by 2015.

Just like the Government, M&S made a bold statement - to deliver on 100 commitments. But unlike the Government they haven't made excuses, lost interest, or changed their mind. Because unlike the Government, M&S know that finding a more sustainable way of doing business is the only way to achieve success in the long-term. And they know that when you make a promise you need to deliver... or lose your credibility. The business world is an unforgiving environment. You rarely get a second chance.

But don't be put off. Don't be discouraged by the shortcomings of the Government, or over-whelmed by the success of M&S. Making a commitment to a more sustainable way of doing business - and delivering on that commitment - isn't restricted to the big brands. Take a look at the Devon Environmental Business Initiative and their annual awards. The winners are typically small and medium-sized businesses. Each has made a decision to find a more sustainable way of doing business. They have declared their commitment, changed their behaviour, been rigorously assessed, and rewarded.

It's a great example of what can be achieved when your commitment is not just words, but action. Perhaps we should invited David Cameron to the 2011 awards. He might learn something.

My favourite advert - Special edition

2011-04-26T11:25:00.005+01:00

You've probably seen this already, but it's a great advert. It's the T Mobile Royal Wedding spoof. They're not really talking about any products or services, but it's a great example of profile raising (it was even shown on BBC 1 last week on Have I Got News For You). Just look at the number of views.

One lesson to take away from this is attention to detail. As a spoof it's funny, but what takes it up a couple of levels is the quality of the look-a-likes (The Archbishop, Prince Harry and Camilla in particular). It's the same with any communication. Attention to detail is what can elevate your communication from 'good' to 'great', and get your message the attention it deserves. So what could you learn from this? (Apart from some dance moves).

Easter: New starts, new beginnings

2011-04-19T00:12:00.003+01:00

Easter's a celebration of change and transition, so it seemed like a good time to share this video of Steve Jobs speech at Stanford University in 2005. He shares three stories about pivotal events in his life. It's a fascinating insight into the man behind Apple (and it's only 15 minutes).

But for any business - or business owner - who has been disappointed or frustrated by something that has happened to them over the past few years (or at any point in their career), the second story he tells is a great motivator.

So as we watch Spring unfold it's a great time to remember things can always get better. Just listen to Steve!

Happy Easter

Green business: A threat or an opportunity?

2011-04-15T22:28:00.003+01:00

"A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty."

Sir Winston Churchill said this (as Prime Minister during the war he needed to be optimistic). This week I used it in a workshop I was running. I had been invited to talk about 'Visual language and communication' at the 'Sustainable Business by Design' Focus Event. So why was I talking about Churchill?

It's all about context. Any business that is developing a 'green' or 'sustainable' position needs to be really clear about why they're doing it. There are two, and only two, business benefits to being 'green': Reducing costs or creating competitive advantage. There are many ways of defining those benefits and many variations, but everything comes back to one of those two. (Wanting to 'save the planet' is not a business benefit. It might be the starting point. But you need to apply that motive to one of those two).

I'm always attracted to opportunities to create competitive advantage - it's what we do for our clients. So I was interested to read earlier this month that, according to research by The Carbon Trust, over 50% of SMEs see a greener economy as a threat. More than half the SMEs in the UK! That's where Churchill comes in. If you've got ambition, vision and some optimism there's a lot of business out there to win - the green market is worth £112m in the UK. If you want a slice it's all about communication. (And the good news is half your competitors aren't even trying).

But this attitude to 'change' isn't unique to the challenges of a greener economy. The wider economic challenges of the past few years have forced every business to make a choice: Are we looking at a threat or an opportunity? But while the economy will (eventually) return to 'normal', the likelihood is that the need to adapt to a greener economy will continue. So how long before the pessimists become optimists? Or will they all become extinct before they get the chance?

Are people laughing at your brand?

2011-04-13T21:26:00.003+01:00

Last week I asked this question, and this week I saw another interesting example - the new Ikea advert. In my last post I talked about the benefit of using humour, and looked at the on-going Specsavers campaign as an good example. The new Ikea ad takes an interesting approach to introducing humour, by effectively creating a two and a half minute stand up routine, set in one of their room sets and full of jokes about tidying up. (If only looking at Ikea room sets in store was really that much fun). Take a look...

In the last post I said your brand doesn't have to make people laugh, but it should make them emotional. Why? Because buying is an emotional process (and your brand is only there to make people buy). We usually buy the option we 'want', rather than the option we 'need'. Think about the reasons you 'wanted' that option. They're usually emotional, rather than practical, whether it's a business purchase or a personal purchase.

So I thought it might be interesting to look at a couple more examples of ads that make an emotional impact. At the other extreme is this ad for Cancer Research UK, a fantastic piece of story-telling in one minute.

But another example of emotion is this epic from Hovis. It delivers a massive wallop of nostalgia, showing that nuturing customer loyalty in your brand isn't always about promising the next big thing, sometimes its about promising something very familiar.

So don't worry if your brand doesn't make people laugh. But it should make them feel.

My favourite advert (at the moment)

2011-04-07T22:39:00.011+01:00

Do people laugh at your brand? Do you want them to? The answer's probably 'no', but think again... Advertisers use humour a lot to engage their audience. Why can't you?

The new Specsavers advert made me smile. It's a simple idea with a simple message, but that's why it works (for me, at least). (Take a look, it's only 31 seconds).

They've been using this (simple) idea for sometime - but it works so well! There are some great ads in this series, and each of them with a very different visual style, but the sample simple message (and strapline). Click on the images to take a look.

They've even applied the concept to specific offers for specific target markets.

Now, humour isn't appropriate for every brand... but emotion is. You might not want your audience to laugh, but you do want an emotional engagement. These examples show how The RAC and BMW engage with their audience on an emotional level. So take a look at your brand and think about how you can do that.

Brand tip: Does your logo work?

2011-04-04T00:43:00.001+01:00

There's been a couple of really interesting pieces about logo design in the design press recently. In the latest edition of Creative Review they've chosen their Top 20 - not the best (how would you measure that?), just their favourites. It's a great read. Number 1 was the Woolmark logo.

It got me thinking about logos (to be honest, I think about logos quite a lot). We spend a lot of time talking to clients about logos, and encouraging them to think not just about the logo, but about the other things they need to support it - to help it do its job. But the logo is the star of the show.

Your logo can be just a word... a picture... a word and a picture... a word in a picture... or a picture in a word - the options are many and varied. Nothing is right, nothing is wrong (although there is definitely 'good' and 'bad'!). But whatever your logo looks like, you need to ask yourself: Does my logo work?

Like everything in your business your logo has a job to do. Actually it has two jobs. It needs to be distinctive and memorable.

Distinctive: It needs to look different from your competitors (and everyone else, ideally). You don't want to blend in, you want to stand out.

Memorable: You want people to recognise it, so they remember it. Recognition is the first step on the ladder to building customer loyalty (the role of every brand - and every element within your brand).

So ask yourself, does your logo work? Is it distinctive? Is it memorable?

If you're not sure we'd be happy to have a chat, just email jonathan@alderandalder.co.uk

'Bad logo' tax announced

2011-04-01T00:52:00.006+01:00

It was easy to miss, but last weeks' Budget had a hidden bombshell for British businesses. The Government has unveiled what has been dubbed a 'Bad Logo' tax. The official title is the 'Clarity, Recognition, Awareness and Profile Standard'. Businesses that fail to meet the standard will be liable to pay an additional tax, which has yet to be agreed.

At a time when the economy is struggling to gain momentum this seems harsh, but the justification is 'effective communication will make businesses more competitive, at home and abroad', according to the minister for Branding, Communication and Social Media, Shirley Knott. 'It will kick start the economy. We want to put pride back into British business, and we think the best way to do that is with quality logos'.

So what does it mean for you?

All Limited Companies registered in the UK will be liable for the new tax, if you fail the assessment process. A software program is being developed to search the internet and analyse the logo of every company in the country against four criteria: Clarity, Recognition, Awareness and Profile. Every logo will be assessed against this CRAP standard and given a score out of a hundred. If your score drops below a certain level you will fail, and be liable to pay the tax.

But don't worry, it's not all bad news. If you fail the test, help is at hand. 'Any company that fails the CRAP test will be eligible for support', says the Minister, Shirley Knott. 'We are recruiting a dedicated team to help failing businesses. Every member of the team can use a computer, and each of them receives an intensive 8 hour training course in Microsoft Word and PowerPoint. They also have access to an extensive library of clip-art. Our CRAP Support will be available for any business that needs it, to ensure their logo meets the CRAP standard.'

It's terrifying isn't it! Imagine if it was true...

All change! New logo for Eurostar

2011-03-30T23:25:00.007+01:00

Following on from last weeks post about when to change your logo, a perfectly timed case study from Eurostar!

Yesterday Eurostar announced that they will be launching a new logo (above, right) on April 5th. (You can read the article from Marketing Week here). The thing that's interesting is not how they have changed the logo, but why. In my last post I talked about Proactive change - and this is a great example.

Changes in European law have created opportunities for Eurostar to offer new services. Through partnerships with other rail operators they can offer new destinations, and begin to compete with short-haul airlines. There are new business opportunities to be exploited. So to reflect these changes - and other developments in their service - they have decide to develop their brand.

The image that the old logo was communicating was no longer relevant to the business - it was time to change.

Change is always a risk, but it is also a great opportunity.

Your brand: Time for a change?

2011-03-23T21:14:00.003Z

I came across an article on the Time magazine site that looked at the changing logos of some established (mainly US) brands. It's demonstrating how they're trying to adopt a 'gentler' image. I'm not sure about that particular argument, but it's interesting to see them side by side and see the process of transition.

It got me thinking about logos (and brands) and changing them. It's a question I often get asked at networking events: 'When should I change my logo?' The best thing about this question is that there is a very simple answer. There's only one situation when it's appropriate to change your logo or your brand: When your business experiences some kind of 'change'.

I put 'change' into one of two categories: Proactive or Reactive

Proactive change is driven from within the business. It's often triggered by an opening in a new market or sector, and a desire to exploit that opportunity. It's usually part of a wider business plan. It can be the result of a merger or acquisition. But it's all about taking control of a situation and influencing it in your favour. (The recent change to the Starbucks logo is an example of this).

Reactive change is driven by external influences, and is not part of a long-term business plan. It can be triggered by new competitors moving into the marketplace, or changes in technology that lead to changes in behaviour (either by the business or by its customers). It's a response to a changing situation that the business can't control or influence.

Whether the need for change is proactive or reactive, the reason for change is the same. The image that the brand is communicating is no longer relevant, either to the business (typically proactive change) or the target audience (typically reactive change).

So the question you ask yourself shouldn't be 'Is it time for a change?', but 'What's changed?'. When you can answer that, then you can take the next step.

If you do want to take the next step, you might be interested in our free seminar: Unlock the value of your brand.

The perfect answer

2011-02-28T00:53:00.001Z

Perfection. We're always aiming for it, but should we be? This talk from Malcolm Gladwell poses some really interesting questions, and I think we can all benefit from considering the answers. It all starts with spaghetti sauce...

Malcolm introduces us to Howard Moskowitz, a market researcher and Psychophysicist, who did some work with Campbells Soup on their spaghetti sauce. What he came to realise was that there is no 'perfect' spaghetti sauce, no one solution that will make the majority happy. It's a great story... take a look (it's only 17 minutes).

So what does that mean for you? If you don't make spaghetti sauce, what can you learn (apart from the value of market research)? I think it's this: Your audience is not one group, with one need or preference. They are probably several groups, each with slightly different needs. The better you can understand, and then meet, these needs, the more successful your business will be.

The answer to achieving this is to use your brand more effectively. Develop clear messages, communicated through specific channels, to reach each target audience. (One of these groups will be your 'ideal customer' - see these previous posts). The better you can understand the need of each target group, the greater your opportunity to engage with them. And remember, as Malcolm Gladwell tells us: 'People don't know what the want'. Your big opportunity lies in telling your customers what they need.

If you'd like to know more about developing your brand to reach your target markets, you might be interested in our free seminar. It would be good to meet you!

Brand tip: You, and only you

2011-02-25T14:20:00.003Z

In business, when someone wants what you sell, you want them to think of you, and only you. You want to be first choice. So how do you do it?

I got thinking about this after reading this blog post. It's a really interesting piece, talking about brand names that have been absorbed into our vocabulary, and have become verbs. The examples they give are 'to google something', 'doing the hoovering', or 'making a xerox' (which sounds a bit 80's now!). It's surely the greatest accolade for any brand that your name finds its way into a dictionary - in terms of 'brand recognition' you can't get much higher!

While most businesses won't find their name in the pages of a dictionary, this level of recognition is certainly a goal to aim for. You might not be aiming to do it on a global scale, but to be recognised as THE provider of a particular product or service, is a smart goal for any business.

So how do you do it? You need absolute clarity on these four points:
• What is the primary product or service you provide?
• Who is your target market?
• What communication channels will reach them?
• What message do you need to communicate?

Now, that might not put you in a dictionary, but it should make you first choice!

If you'd like to understand more about your brand, and how to unlock its value, you might be interested in joining us at one of our free seminars. It would be good to meet you.

10 big lessons from 10 big brands

2011-02-22T09:47:00.005Z

On Wednesday 16 March we're going to be delivering 10 big lessons from 10 big brands. As part of the next Business Network SW lunch in Exeter, we're hosting the pre-lunch seminar, where we’ll be looking at some of the challenges companies face in a competitive market. We'll take 10 big lessons from 10 big brands and explain how they can have a big impact on your business.

As a business are you:
• Disappointed in the number of new enquiries?
• Struggling to stand out from competitors?
• Frustrated by missed opportunities?
• Finding it hard to sell to your target audience?

If the answer is 'yes', then you should join us. The seminar is aimed at business owners who are ambitious about growing their business, and serious about taking action.

You will learn how your brand can:
• Increase your volume of new business, by raising your profile
• Make you first choice, and differentiate you from your competitors
• Nurture loyalty, by clearly communicating the benefits you provide
• Grow your business, by reaching a particular market or sector.

So come and join us. It's an event that could change your business!

As well as our seminar, you'll have the opportunity to sit down to lunch with over eighty business leaders. The seminar and lunch costs £32.50. If you want to grow your business, it's a great way to spend 4 hours!

To book a place for the seminar and lunch contact Sean Humby.

Get tough (and prosper)

2011-02-21T22:17:00.005Z

As a business owner you have to be ready (and able) to make some tough decisions. One of the first is: 'Who is my target market?'. It was this question that got some interesting discussion going at our seminar last week.

We had quite a few new businesses in the audience last week, so the question of identifying - and then reaching - your target market was high on the agenda. The question asked was, 'I need to appeal to several different audiences, because I'm a new business and I need as much work as I can get. How can I do it?'.

The simple answer: 'You can't.'

Identify your ideal customer, and sell to them. Develop messages and communication channels that target them - specifically. Because they will make your business a success*. That's why they're 'ideal'. You need to be picky. Most businesses - new or old (or anywhere in between) - don't have the resources to target 'everybody'. So you need to choose.

(*Whatever characteristics your ideal customer has, the fundamental one - which applies to every business - has to be that gaining their custom will generate sufficient income for your business to grow. If they can't do that for you, they're not ideal, however attractive they may be in other ways).

So come on, get tough. If you want to be successful you need to know who will take you there. And ignore those who won't (for the time being at least!).

To learn more about reaching your ideal customers, you might like to join us at one of our free seminars: Unlock the value of your brand. It would be great to meet you!

Brand Tip: What do customers want?

2011-02-18T00:01:00.000Z

It's not really important what your customers want. What's more important is what they need.

Of course initially you have to give them what want - you want to engage with them. But to build a long-term relationship, you must give them what they need. Take a lesson from Henry Ford:

"If I had asked people what they wanted, they would have said faster horses."

So look at your customers. What do they need? If you don't know, find out. Then tell them. They'll love you for it. And if your customers love what you do for them, they've got no reason to go anywhere else.

If you'd like to know more about building long-term relationships with your clients, you might be interested in one of our free seminars: Unlock the value of your brand.

Read more about Customer Focus here.

Stay focused

2011-02-16T01:10:00.000Z

If you want to be desirable, you need to stay focused. That's one of the lessons to take from a recent study asking British consumers which brands they most desired. (You can read about the survey here). According to the study, one of the attributes of a desirable brand is a simple proposition - clarity about the values they stand for.

It seems simple. But it's a brave step to take. Because to have real clarity of message and offer, you are targeting one sector of the market - and excluding the other.

The example used in the article is Bang & Olufsen (19th on the list). They produce high-end, high quality products... with a high price. That's their positioning, and they don't deviate from it. They focus on quality. And therefore exclude anyone who can't, or won't, pay for that level of quality.

Another example of a very focused (and successful) brand is Apple. They have four (yes, four!) entries in the top 20 (The iPhone, iPod, iTunes, and the Apple brand itself). Different products, but the same values - the same proposition - behind each one: great user experience. That's a customer focused brand. Everything about the Apple brand is focused on the user experience. (We've written about this before ).

So take a look at your business. What's your proposition? What do you stand for? What benefit do you give to your clients? If you can focus on the answers to those questions, your customers will focus their attention on you.

If you'd like to know more about those questions - and their answers - you might be interested in our free seminar.

Brand: Light up your business

2011-02-14T22:03:00.000Z

“It was really useful attending the ‘Unlock the Value of Your Brand’ event as it ignited ideas in my head and provided me with a strategic checklist of how we can maximise our brand”.
Kate Came, St. Loye's

We get really good feedback from our seminars, which is great (obviously!), but what I liked about Kate's feedback was the word 'ignite'. It's such a powerful word - the first step in a process. But it also begins to paint a picture of your brand as this ball of combustible material, just waiting for the spark to unleash it!

And I think that's such a great metaphor for your brand, because your brand can play so many roles for your business.

Your brand can be a beacon - guiding customers to you through a sea of confusion and uncertainty.

Your brand can shed light - helping customers to understand more about your business and the benefits you can bring to them.

Your brand can provide energy - giving customers the momentum they need to move forward.

Your brand can give you confidence - when you take a new path and need support on your journey.

Your brand can provide protection - keeping competitors at bay when they come looking for your customers.

Your brand can give off a warm glow - drawing customers to you and making them feel comfortable and relaxed.

So what do you want your brand to do? Are you brave enough to strike the match? What's stopping you? Just think what it could do to your business!

If you'd like to find out more about what your brand can do for your business, join us at one of our free seminars.

Brand tip: What did you call me?

2011-02-11T23:28:00.000Z

There's no doubt that a company name is important. But it is only a name. What that name represents is far more important to a business.

Someone pointed me at this article about company naming. It's an interesting read, but I don't necessarily agree with a lot of it. But it did get me thinking about names, and five things you should consider.

1: It's only a name. You should be using all of the elements of your visual identity to engage your target audience.

2: Memorable is good. But it's a lot more important that people remember the value of your product or service (to them). (But do make sure they've got your contact details!).

3: It doesn't need to describe what you do. It can be useful if it does, but it's not essential. (Think of Apple, Marks & Spencer or Google).

4: Use a strapline (or positioning statement, as they're sometimes called). It can be a great tool for helping to tell the brand story. (Compare Natwest: Helpful banking, with Lloyds TSB: For the journey).

5: The URL's not everything. Again, a URL that's the same as the company name is good, but often hard to find nowadays. It's slightly different for online businesses, but don't compromise the company name.

So look at your company name, and the brand behind it. Do they work together to tell people the benefit you can bring to their business, or life? If not, you might want to do some work on them. A visit to one of our free seminars could be a good place to start.

You can read more about brand names here.

Your brand - where's the passion?

2011-02-09T21:55:00.008Z

Are your clients passionate about what you do for them? They should be!

There's a great marketing campaign running at the moment: 14 days of love. It's run by The Best of ('the ultimate guide to your local area') in the run-up to Valentines Day, and encourages local business to ask their customers to vote for them, to see who is the most loved local business.

What I like about 14 days of love is the focus on emotion. The passion. Do your customers love your business? There's not enough focus on emotion in business. Too often emotion is seen as a weakness in business - and certainly it can be in some circumstances. But when it comes to customers, emotion is vital.

Understanding the role of emotion in winning customers could be the difference between making a sale and losing one. As BMW said in a recent advert: "What you make people feel, is just as important as what you make". Understanding how to make that emotional connection with your customers is key to success. I've highlighted a couple of examples before; from BMW and the RAC.

If you want to stand out from your competitors think about your customers. How do they want to feel? What are there emotional needs? If you get that right, not only will you win more new customers, you'll also hang on to your exiting ones!

So come on, get passionate. Show your customers you care, and they'll love you for it!

If you're struggling to put the passion in your brand you might be interested in one of our free seminars: Unlock the value of your brand.

Brand tip: Look ahead

2011-02-04T09:44:00.003Z

When you look at your brand don't think about what you need today, think about tomorrow. And next week, next month, next year...

Your brand is a tool to help you achieve your business goals and objectives. Look at where you want to be, then think about what you need to do to get there. What needs to happen to your business? What needs to change?

Whatever the answers, your brand has a role to play in that process. If you'd like to know more, you might be interested in our free seminar, where we help businesses to unlock the value of their brand.

So remember, don't build a brand for who you are. Build a brand for who you want to be.

You can find more brand tips here.

Brand position: What's yours?

2011-02-02T22:02:00.008Z

When you look at your sector and your competitors, where do you position yourself? Are you at the top end, targeting the customers with high expectations and budgets to match? Are you at the bottom end, with the customers looking for a cheap deal? Or do you sit in the middle, hoping to catch everything else?

The question of positioning is an interesting one, and it's a topic that came up during our last brand seminar, in January. We had the usual interesting mix of organisations join us for the evening, from a start-up in their first 12 months of business, to one company close to celebrating 25 years of trading. There were not-for-profits, manufacturers and professional service firms. A variety of backgrounds, but one purpose: to understand what their brand can do for their organisation.

We were discussing customers, and the importance of identifying who they are, and what it is they're looking for from you. One of the guests gave an example of their experience as a customer, and the poor service they had received, at Primark. Their point was that it wouldn't take a lot to improve customer service at Primark, and with a profit of £340m, they can afford to invest in it! The response from another guest was: if you can make a profit of £340m with poor service, why change?

And this is where the question of positioning comes in. It doesn't really matter where you position your business, as long as you can make a profit. The Primark model is fairly crude: Low quality product, low quality service, low cost, but massive profits. A successful business model. Their brand proposition is value. Customers know what to expect. If they want higher quality - and higher prices - they'll go somewhere else.

So what lesson can we learn from Primark?
• Choose where you want to position your business.
• Be clear about who that positioning will appeal to.
• Use your brand to engage that audience.
And if you get it right, you'll make a healthy profit too!

If you would like to unlock the value of your brand and join us at one of our free seminars, you can book a place here. It would be good to meet you.

Past, present and future

2011-01-24T22:38:00.007Z

I read an article about Pret A Manger in Marketing Week last week, and it raised an interesting issue: How the past can impact the future, unless you take some action in the present.

Pret A Manger is a chain of sandwich shops (240 outlets), and for a time they were part-owned by McDonalds. Now they're not (for the past 3 years), but it's proving difficult to get rid of the legacy. So they're about to embark on communication campaign to change that perception.

I came across a similar story in conversation with an organisation that are local to us in the south west. They haven't been tarnished by an association with a global purveyor of junk food, but they have got a legacy that they are struggling to leave behind. Their audience has two perceptions of the organisation - one relating to a geographic location, the other to an activity they were associated with (which wasn't a core business activity). They are no longer involved in either, but the perception remains, 4 years later, and it's restricting their ability to move the organisation forward.

Two very different stories, but a similar impact and outcome. Past perceptions restricting the ability for an organisation to move forward.

It's not so hard for it to happen. There are lots of situations where it might occur:
• It could be the skills or experience you're associated with; your skills and experience move on, client perceptions don't.
• It could be your geographic reach; your services spread further afield, but customer perception doesn't follow.
• It could be negative associations your new audience has of previous clients or suppliers. You've left them behind, but the negative perceptions have followed you.

So take a look at your business, and ask yourself:
• Does your audience really understand who you are now?
• Or is their perception stuck in the past?
• And what impact will that have on your future?

If you don't like the answers to those questions, you might be interested in joining us at one of our seminars: Unlock the value of your brand.

Or you can email jonathan@alderandalder.co.uk or call 01392 248107.

Brand tip: Get to know your customer

2011-01-21T08:25:00.003Z

Without your customers you have no business. So take the time to get to know them. It's polite. And they'll appreciate it. How will they show their appreciation? They will buy more of what you're selling.

So what do you need to do? You need to learn two things about your customers:
• Who they are
• What they want

Who they are
It doesn't matter who you sell to - businesses or consumers - get to know them. You should be able to described them, in detail. (You can read more about that here). And when you know who they are, you can find out...

What they want
The important thing to remember is your customers aren't really interested in what you're selling - they're only interested in what it will do for them. They're only interested in the benefit it will bring to them or their business.

So take a look at your customers and ask yourself:
• Who are they?
• What do they want?

If you'd like to find the answers, and why that's important, you might be interested in one of our free seminars. They have been developed to help you unlock the value of your brand.

Here are a few examples of companies that do understand their customers, from The RAC, Apple and BMW. And you can read more about being customer focused here.

How do you feel?

2011-01-17T07:12:00.000Z

An interesting letter dropped through my door in December. It was just a renewal notice for my RAC membership, but they recognised it was an opportunity to tell me a whole lot more.

As you can see, it was just a letter. But what was the first thing they said to me in that letter?

Relax - you're covered

Beneath the address and before the greeting: Relax

They recognise that the reason people take out membership is for peace-of-mind. More than benefits, discounts or special offers. Peace of mind. So they gave it to me, right there, at the top of the letter. They recognise that my buying decision is based on a long-term emotional need, rather than a short-term financial one. (I'm more interested in peace-of-mind driving for 12 months, than £10 off membership).

So ask yourself this: What are your customers looking for when they buy from you? What's their emotional need? If you know, show them you understand. Look for opportunities to tell them.

If you don't know what their emotional need is, find out. Because if you don't, your competitors will. And they might do something about it.

Emotional engagement with your customers is essential for developing loyalty (and long-term business success), and your brand is at the heart of that process. If you'd like to find out more, you might be interested in this free event: Unlock the value of your brand, Thursday 17 February.

Brand Tip: Use it

2011-01-14T09:26:00.000Z

Your brand is a valuable business tool. But like any tool, to get the best out of it you need to use it. Lots of businesses spend time and money developing the visual side of their brand - getting a new logo created, updating their website, producing new literature. But then they don't do anything with it. They seem to just hope that someone will come and find it.

It's a bit like having a telephone, but only using it for incoming calls. It's useful, certainly. But you're not really in control. You can only speak to the people who want to speak to you. Now if YOU start making OUTBOUND calls... The sky's the limit. You can talk to whoever you want to. Wherever they are.

So take a look at your brand. Is it just waiting for incoming calls? Or do you use it to reach out?

If you'd like to know more, come and join us on Thursday 17 February, and learn how to unlock the value of your brand.

New year, new look for Starbucks

2011-01-10T21:04:00.009Z

Last week Starbucks unveiled their 'new' updated logo (below, right). It's a bold move, and not a very popular one in some quarters (but is any development of any existing, global brand?). But if you look at why they've done it, rather than what they've done, there's an interesting lesson in the value of brand.

They released a short video (a minute and a half), where Howard Schultz, the founder, explains the reason behind the change. There are two really interesting points he raises:
• Starbucks has changed in the last 24 years
• The new logo gives them 'the flexibility to think beyond coffee'.
Take a look...

Change
As a business, if you experience some kind of 'change', then you should take a look at your brand. Whether that change is good (business growth) or bad (the impact of competitors), your business needs to respond. You need to show your audience that you are responding to the 'change', and importantly, what that means to them.

Flexibility
Your brand is a strategic business tool. It exists for one purpose only, to help your business succeed. Starbucks know the values that people associate with their product (coffee, and the experience related to drinking it), and recognise that there's an opportunity to extend the range of products they offer, under the Starbucks brand. So they have developed the logo to give them the flexibility to apply it to non-coffee related products. Which gives them the opportunity to increase their revenue.

So take a look at your business and ask yourself:
• Have your experienced change over the last few years?
• Has your brand responded to that change?
• What are the values your customers associate with your product or service?
• Are there other products or services you could apply those values to?

If you would like to have a chat about the answers to these questions, call us on 01392 248107 or email jonathan@alderandalder.co.uk

Brand Tip: Brand New Year

2011-01-07T11:42:00.000Z

January - the month of optimism!

2011-01-03T22:20:00.010Z

Happy New Year!

January is full of optimism. It may be grey and miserable out the window, but the future's bright. The whole year lays before you - 12 months waiting for you to make things happen! It's an exciting time; a time to make plans, and start implementing them.

Towards the end of last year I came across this TEDtalk from Steven Johnson, and I thought this would be a good time to share it. The title is 'Where good ideas come from'. Without giving too much away, it talks about the importance of sharing knowledge and expertise in the development of great ideas. (It's only 17 minutes, and there's a great story about the origins of GPS). I don't know about you, but we've got lots of plans for this year, and I know we're going to need the advice and expertise of others to help us get them off the ground.

So in the spirit of sharing, I'd like to point you to something I put together in December, as a 'virtual' Christmas gift for followers of our blog. I think ideas, inspiration and innovation are key for any business that is serious about success, so we wanted to point people to some places where we have found exactly that (and one place where we try to pass that on to others). These are the four links:
• A video - Bringing you inspiration (from a tent in Wales)
• A book - Teaching you how to transform your business (in 2 hours)
• A green package - Showing the value of sustainable business
• An invitation - To unlock the value of your brand (at one of our free seminars).

I hope you find them useful. But what I'd really like to know is this:
• What is one source of information, advice or inspiration that you keep referring to, and would recommend to others? It could be a book, a blog, a website... anything that has made an impact on your business, and continues to.

Happy New Year to you all! I hope you achieve everything you have planned for.

Advent Quiz 2010 - It's all over!

2010-12-23T00:05:00.009Z

After 16 days our Advent Quiz for 2010 has finished. We would like to say a great big festive 'thank you' to everyone who took the time to send in an answer. We really appreciate you taking the time to get involved, and we've enjoyed nurturing a little 'friendly' rivalry between competitors!

With that in mind, we must give credit to those who became slightly obsessed:
To @WkendDad for an impressive 5 wins across 16 days. (And a mention to Tish @Believeindesign for 4)
To @hgholt, @robglover_uk and @ellisgraphics for submitting the right answer EVERY day for 16 days.
And finally to @BowIT_Andy, for guessing that the letters spelled 'Frosty The Snowman' after only 4 days/letters. (He did the same thing last year).

Congratulations to you all!

And the last answer? There may be '57 varieties', but there's only one correct answer: Heinz

As well as being a bit of festive fun, there's also an interesting lesson to learn about logo recognition.

So thanks again to everyone for getting involved, and we'd like to wish you all a very Merry Christmas!

Advent Quiz: Day 16

2010-12-22T11:02:00.001Z

Welcome to Day 16 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to, by identifying this letter, and you can win a (small, low value, edible) prize.

Just send a Direct Message to @AlderandAlder on Twitter, or email jonathan@alderandalder.co.uk - first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's letter
AXA

Advent Quiz: Day 15

2010-12-21T11:44:00.001Z

Welcome to Day 15 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to, by identifying this letter, and you can win a (small, low value, edible) prize.

Just send a Direct Message to @AlderandAlder on Twitter, or email jonathan@alderandalder.co.uk - first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's letter
H&M

Christmas - now THAT'S a brand #2

2010-12-21T00:16:00.004Z

This is the second post where we take a look at Christmas as a brand, and the lessons for business to learn.

The final lesson is the experience. Like any good brand, the Christmas brand uses every opportunity to reach us, and turn the activity into an experience. There are four brand touch points that provide the opportunity to do this, and Christmas makes good use of each of them.
Communication: Often the first thing we come into contact with. Christmas has a wealth of imagery: Trees, stars, angels, Father Christmas - it's an impressive list. But it's not just visual, there's a wealth of sounds (music), smells (a real Christmas tree, mulled wine) and tastes (turkey, Christmas pudding, satsumas) that 'say' Christmas.
The 'product': If we say this is Christmas Day (there could be many other interpretations), it includes many powerful elements: waking up to a stocking on your bed, carols in church, Christmas dinner, opening presents.
People: There are two strong characters associated with the festival, one religious, one secular. For many Christmas is a celebration of the birth of Jesus. For others it's about a big man in a red suit. Either way, there is an individual at the heart of it.
Physical environment: Whether it's church, your home, or Santa's Grotto, the physical environment has a huge role to play in the 'experience' of Christmas.

So as you make your final preparations for Christmas, take a look at your business and your brand and ask yourself:
• Do we make the most of all the opportunities that exist to touch our customers?

If you're not happy with the answer, think about how you can change it in 2011.

We would be happy to help you.

Wishing you a Merry Christmas.

A Christmas gift to you: Part 4

2010-12-20T18:49:00.004Z

Each week this month we've been giving you a 'virtual' gift. Something that we hope you will find useful in 2011. Something to get you thinking.

This week we're giving you an evening out: an invitation to join us at one of our seminars. An invitation to unlock the value of your brand. We're offering you 21 years experience of working with brands of all shapes and sizes, distilled into 60 minutes (or so).

But don't worry if you can't join us in January. We run one every month. You're invited to join us whenever it suits you (The February date is already set). The seminars are aimed at business owners who are experiencing some kind of change within their business. For some businesses that change is the opportunity to grow their business - launching a new product or service to reach new customers. For others a period of change is time to consolidate their business - to look at what they do well, and what they would like to improve.

Whatever your strategy, this workshop is designed to help you understand how your brand can help to make it a success. If you want to make the most of 2011, and the opportunities it will bring, you should join us.

"If a succinct brand seminar, that runs to time, switches on a few lights and leaves you feeling focused is what your business is looking for - then I'd highly recommend you attend an Alder and Alder event."
Charlotte Quickenden,
Business Development Manager, Bow IT Solutions

If you haven't seen our other gifts this month, you should take a look. There's been a video, a book and an interesting green parcel. We hope you enjoy them!

So while you're making the most of those gifts, and making plans for 2011, we'd like to wish you a very Merry Christmas, and a happy and prosperous New Year.

Advent Quiz: Day 14

2010-12-20T12:09:00.000Z

Welcome to Day 14 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to, by identifying this letter, and you can win a (small, low value, edible) prize.

Just send a Direct Message to @AlderandAlder on Twitter, or email jonathan@alderandalder.co.uk - first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's letter
BMW

Advent Quiz: Day 13

2010-12-17T00:50:00.000Z

Welcome to Day 13 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to, by identifying this letter, and you can win a (small, low value, edible) prize.

Just send a Direct Message to @AlderandAlder on Twitter, or email jonathan@alderandalder.co.uk - first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's letter
Google

Looking at logos - The Advent Quiz

2010-12-16T00:46:00.002Z

We've been having a lot of fun with our Advent Quiz this month. Each working day, from 1st to 22 December, we take a logo, chop a slice out of it, then ask people to guess what the logo is, by tweeting a link to our blog. Simple. And popular. It gets quite competitive - in a very friendly way.

We just do it for fun. It's Christmas. Everyone likes a quiz (Don't they?). But there is a useful lesson to be learned (and several people have mentioned it this year). You can see from the examples I've included in this post that we do take a fairly abstract slice of some of these logos. But it usually takes under a minute for someone to read the tweet, check our blog, and reply. And often we get two or three replies that quickly.

Now one lesson we can take form that is that some people are far too easily distracted from their work! But it also goes to show how easily people can recognise an image (or part of it) if they are familiar with it. We run a similar exercise in our brand seminars, and get a similar response. A logo is a powerful recognition tool.

Admittedly, these are big brands, in a big market place, with a big budget. But it works in exactly the same way for small brands, in a small (regional) market place, with a small budget. So ask yourself these questions:
• Do we give people enough opportunities to see our logo?
• When they see it, do people recognise our logo?
• When they recognise it, what do they associate with our logo?

If you're interested in the answers to these questions, you might be interested in one of our free brand seminars: Unlock the value of your brand.

And if you've read this far, and you can tell me who the letter below belongs to, email me the answer at jonathan@alderandalder.co.uk, and I'll send you a (small, edible) prize! Good luck!

Advent Quiz: Day 12

2010-12-16T00:35:00.001Z

Welcome to Day 12 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to, by identifying this letter, and you can win a (small, low value, edible) prize.

Just send a Direct Message to @AlderandAlder on Twitter, or email jonathan@alderandalder.co.uk - first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's letter
Nestlé

Advent Quiz: Day 11

2010-12-15T00:35:00.000Z

Welcome to Day 11 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to, by identifying this letter, and you can win a (small, low value, edible) prize.

Just send a Direct Message to @AlderandAlder on Twitter, or email jonathan@alderandalder.co.uk - first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's letter
ASDA

Christmas - now THAT'S a brand #1

2010-12-15T00:02:00.001Z

Lots of brand exploit Christmas to promote themselves, but what about Christmas as a brand? If you take a good look at it, there are some valuable lessons for business to learn.

The first lesson is that the Christmas brand, like every other brand, exists in the minds of each of us. It's personal. Although we're all exposed to the same messages, we each interpret them in our own way, giving Christmas a different meaning for each of us. None are right, none are wrong. But for each of us, our interpretation is Christmas.

The second lesson is emotion. Christmas is an emotional occasion for most people. Whether it's a rare opportunity to get together with friends and family, watching your children in nativity plays, thinking of those who aren't around to share the celebration with us, or just reflecting on everything that has happened over the past 12 months - Christmas is full of emotion. And that's why for so many people it means so much. It's not about a present or a tree or a turkey. They're just the physical manifestations of Christmas. It's about the emotions they represent, the emotions behind the visual icons.

So as you make your final preparations for Christmas, take a look at your business and your brand and ask yourself:
• What do we mean to our customers? What do they think about us?
• Do our customers have an emotional connection to us?

If you're not happy with the answers, think about how you can change them in 2011.

We would be happy to help you.

Wishing you a Merry Christmas!

A Christmas gift to you: Part 3

2010-12-14T19:11:00.004Z

Every week of December we giving you a Christmas present - something that will help you to take your business forward in 2011. Last week we gave you a book. The week before a video. This week it's a very neat parcel - a treasure trove of information and expertise about sustainable business, courtesy of Guardian Sustainable Business.

If you're already interested in the issue of sustainability, their blog is a great resource. If sustainability is something that doesn't interest you, this is a great place to find out what it could mean for your business. Whether it's predictions on what 2011 has in store for us, learning why some of the world's leading businesses are putting sustainability at the heart of their business, or understanding the impact that energy efficiency could have in your business, this site is dedicated to the business end of sustainability. And the great thing is, if you become a member, they do home delivery - an email summary of the weeks activity to your inbox!

So while we all dream of a white Christmas, why not start planning a green one?

We hope you enjoy this gift, and don't forget to come back next week for the last of them.

Merry Christmas

Advent Quiz: Day 10

2010-12-14T00:33:00.001Z

Welcome to Day 10 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to, by identifying this letter, and you can win a (small, low value, edible) prize.

Just send a Direct Message to @AlderandAlder on Twitter, or email jonathan@alderandalder.co.uk - first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's letter
Ikea

Advent Quiz: Day 9

2010-12-13T00:01:00.001Z

Welcome to Day 9 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to, by identifying this letter, and you can win a (small, low value, edible) prize.

Just send a Direct Message to @AlderandAlder on Twitter, or email jonathan@alderandalder.co.uk - first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's letter
Hovis

Advent Quiz: Day 8

2010-12-10T01:28:00.001Z

Welcome to Day 8 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to, by identifying this letter, and you can win a (small, low value, edible) prize.

Just send a Direct Message to @AlderandAlder on Twitter, or email jonathan@alderandalder.co.uk - first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's letter
Next

Advent Quiz: Day 7

2010-12-09T01:25:00.000Z

Welcome to Day 7 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to, by identifying this letter, and you can win a (small, low value, edible) prize.

Just send a Direct Message to @AlderandAlder on Twitter, or email jonathan@alderandalder.co.uk - first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's letter
Yahoo

My favourite advert - Festive edition

2010-12-09T00:30:00.001Z

I've been under-whelmed by the Christmas ads on TV - and there are soooooo many - but I was pointed towards this cracker online. Our recent weather gives it added value!

And although this is an old one (and I mentioned it last year), like the original that it lampoons, it's so good, it deserves to be watched every year. (And you'll be humming the tune all day!)

Have you seen any good Christmas ads? If you have, let me know!

Have a great Christmas. And New Year. Go on.

A Christmas gift to you: Part 2

2010-12-08T23:38:00.007Z

Last week you we gave you the first of your Christmas presents; a great collection of videos to inspire you in 2011. This week we've got a book for you: Learn how to grow your business … in just two hours.

In the time it will take you to watch a Christmas Day blockbuster on TV, you could pick up some invaluable advice to take your business forward in 2011! You can find it on on the Marketing Wizdom website, courtesy of Robert Clay. (I met him at Like Minds in October). Just scroll down the right hand column and sign up. If you want to invest a couple of hours in your business over the Christmas break I can't think of a better way to do it!

I hope you enjoy your present, and don't forget to come back next week when we'll have another one for you!

Merry Christmas

Advent Quiz: Day 6

2010-12-08T01:24:00.000Z

Welcome to Day 6 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to, by identifying this letter, and you can win a (small, low value, edible) prize.

Just send a Direct Message to @AlderandAlder on Twitter, or email jonathan@alderandalder.co.uk - first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's letter
Boots

Advent Quiz: Day 5

2010-12-07T01:23:00.001Z

Welcome to Day 5 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to, by identifying this letter, and you can win a (small, low value, edible) prize.

Just send a Direct Message to @AlderandAlder on Twitter, or email jonathan@alderandalder.co.uk - first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's letter
Disney

Advent Quiz: Day 4

2010-12-06T01:21:00.002Z

Welcome to Day 4 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to, by identifying this letter, and you can win a (small, low value, edible) prize.

Just send a Direct Message to @AlderandAlder on Twitter, or email jonathan@alderandalder.co.uk - first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to the previous letter
Microsoft

Advent Quiz: Day 3

2010-12-03T08:42:00.002Z

Welcome to Day 3 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to, by identifying this letter, and you can win a (small, low value, edible) prize.

Just send a Direct Message to @AlderandAlder on Twitter, or email jonathan@alderandalder.co.uk - first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's letter
Santander

Advent Quiz: Day 2

2010-12-02T11:10:00.000Z

Welcome to Day 2 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to, by identifying this letter, and you can win a (small, low value, edible) prize.

Just send a Direct Message to @AlderandAlder on Twitter, or email jonathan@alderandalder.co.uk - first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

The answer to yesterday's letter
Facebook

A Christmas gift to you: Part 1

2010-12-02T01:02:00.007Z

We firmly believe that in business it is always good to 'give'. And Christmas is the perfect time to do that. So over the next four weeks, we are going to be giving a 'virtual' Christmas present to anyone who visits our blog.

It's been a challenging year. A good one for us, but a real challenge. And it looks like 2011 will be more of the same. So we'd like to give businesses something to help them through the challenges they will face in the next 12 months. So each week we will be giving you a link to a website, which we have found useful. We hope you do to.

Like all presents, we hope it's something you haven't already got, but if you've already seen it: Sorry. Take a look next week and see what we've got for you then.

Our first gift is a video. It's always good to get a video for Christmas, and we'd like to give you loads of them! You will find them at www.dolectures.com. If you haven't come across the Do Lectures before, it's a bit like the TED Talks in a tent in Wales. Here's a short introduction from the founders:
"The Do Lectures were started from a conversation between David and Clare Hieatt (The founders of clothing brand Howies) over the dining table one night. They wanted to know what to Do about the things they cared about. Out of that came the idea that the Doers of the world can inspire the rest of us to go Do something. So a set of talks for Doers was born."

It's an eclectic mix of speakers, and you probably haven't heard of most of them - I hadn't. But it's a fantastic collection of ideas and inspiration. Look at it like a 'Secret Santa' present, or a dip into the Quality Street tin: You're not sure what you're going to get, but it could be a real surprise!

If you're not sure where to start, try Ed Stafford. He took two and a half years walking the length of the Amazon. It's an amazing story. But it closes with a great piece of advice: "Don't be afraid of taking risks... Don't be afraid of failing. If you can visualise the outcome, there's every chance that you can achieve your dreams."

I think that's great advice for every business in 2011. I hope you enjoy it.

Merry Christmas!

Advent Quiz: Day 1

2010-12-01T00:16:00.000Z

Welcome to Day 1 of the Alder and Alder Advent Quiz. Tell us the company that this logo belongs to, by identifying this letter, and you can win a (small, low value, edible) prize.

Just send a Direct Message to @AlderandAlder on Twitter, or email jonathan@alderandalder.co.uk - first reply with the right answer wins... Come on, what are you waiting for!

This is important: Don't tweet the answer in the open - so everyone can see it - because you will be disqualified: We won't be able to include any entries received after that in the 'grand prize'. You can find out more about the Alder and Alder Advent Quiz here.

Making a difference

2010-11-29T22:12:00.008Z

We have been working with MAS-SW (Manufacturing Advisory Service - South West) on a series of literature, highlighting the support they offer to businesses that embrace the opportunities that exist in a growing 'green' market. There is a market for Low Carbon manufacturing worth billions of pounds in the south west alone.

The aim of the literature was to encourage business to consider the Low Carbon market - renewable energy products, for example - and whether the products they already manufacture could be used in that sector. It also covered Advanced Manufacturing, looking at new processes and equipment, as a way of saving time and raw materials in the manufacturing process.

Paul Gilbert, Partnership Specialist at MAS-SW said, "Our research had shown that businesses couldn't see the opportunities that existed in this area, so we needed to remove that barrier. The suite of literature that Alder and Alder produce has been key to helping us do that. It conveys a complicated message clearly, and has helped us to achieve the engagement we wanted."

Working with businesses that are embracing the issue of sustainability is something we really enjoy. Supporting the work of MAS-SW on this project, as they search for the innovators that can shape our future, was particularly satisfying.

Speak up!

2010-11-26T01:44:00.000Z

I came across an interesting article this week about consumer awareness of sustainable products and businesses. Research in the US has that found that companies are failing to communicate their sustainable credentials. Less than a quarter of the survey could identify a sustainable product - and even less could name a sustainable company. Now this is US data, and it's specific to consumer behaviour (rather than business-to-business), but it's an interesting point to consider.

A piece of research I saw recently (but I'm not sure when it was carried out), listed the top 5 brands in the UK that consumers feel are tackling the climate change issue. They are:
1/ Tesco
2/ BP
3/Marks & Spencer
4/ The Co-operative
5/ Sainsbury's
The question this raises in my mind is; Are these really the 5 greenest business in the UK? Or are they just the best at communicating their green activity? (I think M&S and The Co-op are pretty good when it comes to sustainability, but the other three? Hmmmm, not so sure, at the moment).

When it comes to sustainability, and building a 'green' brand, what you do is really important. But you also need to think about what you say. In October I was invited by Global Action Plan to give a presentation to the Exeter Carbon Club, about getting value from your green credentials. The key principle of my presentation was: You need to communicate. You need to be careful how you do it, to avoid the dangers of 'greenwash', but unless you're communicating with your audience, you're missing an opportunity. This is a good article about how to do that.

Now these examples are all looking at big brands. But the same opportunities exist for smaller businesses, and every year businesses in Devon have an opportunity to showcase their efforts through the DEBI Awards. These took place last week. The awards are not only a great show case for sustainable business, but also an example of an opportunity to communicate that sustainability.

So if you are a business with a sustainable story to tell, start telling it. It's not all about awards and accreditation. It's about openness, honesty and communication. If you'd like to know more, we'd be very happy to have a chat. You can call us on 01392 248107 or email jonathan@alderandalder.co.uk

The Alder and Alder Advent Quiz 2010

2010-11-24T08:52:00.001Z

There's no escaping it, December is nearly here!

So following it's successful launch last year, we're bringing back the Alder and Alder Advent Quiz! It's an opportunity to introduce a daily dose of festive fun to our friends, colleagues and followers.

From Wednesday 1st December we are introducing 16 days of festive fun. Each work day, from 1 December until 22 December, we will be taking a well known logo, and chopping out one letter from it, which we will be asking you to identify (see below).

The rules are quite simple:
• Each day we will post the link to the day's picture from our Twitter account (@AlderandAlder)
• It will be a random time each day (whenever we remember, or find time!)
• The first person to Direct Message (DM) our @AlderandAlder account, or email jonathan@alderandalder.co.uk, with the right answer wins.
• Anyone who tweets the answer in the open - so everyone can see it - will be disqualified, as we won't be able to include any entries received after that in the 'grand prize' (see below).
• We'll tweet the winner's name that day, and the answer the following day
That's it.

However, we know that not everyone necessarily has the time to be watching Twitter like a hawk all day, so we're also awarding a 'grand prize' at the end of the competition. On (or 'shortly' after) the 22nd we will award a prize to the person who responded on the day with the most correct answers to the 16 pictures. (We will only include people who answered on the day of the question, because we'll be giving you the answer the day after). So even if you're not the first to respond, you can still be a winner!

But before you get too excited about the prizes, I just want to point out that they cost under £1.50. Your greatest reward will be the recognition of your peers, and 24 hour bragging rights on the correct answer. The 'grand prize', as the name suggests, will be slightly grander - but I would emphasise the word 'slightly'.

So, good luck, and keep your eyes peeled from Wednesday 1 December for the Advent Quiz tweet from @AlderandAlder and follow the #adventquiz hashtag!

(Just a quick notice for anyone who's tempted to take it too seriously: please don't. We're not. It's just a bit of fun. Ho Ho Ho!)

Like Minds. Brand lesson #2: Loyalty

2010-11-23T00:25:00.006Z

One of the great benefits of the Like Minds conference is the fact that they use every opportunity to add value to your attendance. A great example is the Lunch Time Talks; you get to spend lunch time with someone who knows an awful lot about a specific subject. At the October event I took the opportunity to have lunch with Robert Clay.

Robert helps businesses to be market leaders in their sector, and lets face it, what business-owner wouldn't appreciate some expert advice on how to achieve that? The lesson Robert shared with us over lunch was this:

There are three ways to grow a business:
• Get more new customers
• Get existing customers to buy more often
• Get existing customers to buy higher value products or services

A great lesson for any business to take on board, but from a brand perspective it's really fascinating. A lot of people struggle to understand, or articulate, the value of brand to a business. Robert Clay gave us three. Your brand is integral to each of those strategies listed above, and arguably any decent brand communication strategy should really be working on all three.

But I just want to look briefly at the last two - how to nurture loyalty in existing customers - because that's the key to influence their behaviour. Loyalty is the result of developing strong relationships with your customers, relationships built on trust and honesty. If you deliver what you promise to your customers, they will be loyal to you, because they trust you.

At the heart of this relationship is the personality of your business - your brand - the culture and values that your promise to your customers is built on. For your personality to add maximum value to your business it should tell your customers four things:
• Who you are
Typically through your visual identity (logo, colours etc.)
• What you do
Not the products and services you offer, but the benefit of them to your customer
• How you do it
The way you deliver the benefits. Often reflected in your values.
• Where you are going
If they buy from you, how will make their life/business better? Where will you take them?

If you can achieve this, you're well on your way to developing a loyal customer base. And a loyal customer base will give you the opportunity to put Robert's strategies into practice, and realise the value of brand to your business.

If you'd like to learn more about your brand and how it could help to grow your business, you might be interested in the free seminar's we're running in December and January. If you'd prefer to have a chat call 01392 248107 or email jonathan@alderandalder.co.uk

And the outlook is...

2010-11-19T23:43:00.001Z

We've just received these samples - and we wanted to share them with you! It is a project we've recently completed for Climate South West. The aim was to promote awareness in the tourism sector of extreme weather - things like flooding, droughts and heatwaves - and the impact it can have on their business.

Our brief was to create five messages and images, to raise awareness of the issue (and impact) of extreme weather, then direct the audience to the website (www.climateprepared.co.uk), where they could find more information.

To maximise the impact we kept the messages simple (letting the website do the hard work!), and used illustration to create images unique to this campaign - and tailored to our messages.

Turning the key

2010-11-19T22:33:00.000Z

One of the most interesting aspects of my job is talking to a business and learning about their ambitions, and the challenges they face in achieving them. Our monthly seminars are a great opportunity to do that - and our event on Tuesday evening was no exception.

We had a real cross-section of businesses. Some businesses were start-ups, others more established companies. We had software developers, professional services firms, two companies involved in renewable energy products and a food producer. And they were all facing different challenges.

There was some really interesting discussion, and some very exciting plans being developed by those businesses (they're not letting wider economic worries hamper their ambition). But one thing that struck me came from the feedback we had from Charlotte Quickenden at Bow IT Solutions:

"If a succinct brand seminar, that runs to time, switches on a few lights and leaves you feeling focused is what your business is looking for - then I'd highly recommend you attend an Alder and Alder event."

The phrase switches on a few lights and leaves you feeling focused is what caught my eye. That's exactly what we set out to do with these seminars. These events aren't about giving people all these answers. They are about giving business owners and leaders some knowledge and insight into how their business will benefit if they are able unlock the value of their brand. It's what happens next that can make the difference.

If you know there's more value in your business, but you're struggling to release it, you might be interested in joining us. Our next seminar is on Tuesday 7 December. You can find details here.

Brand new invitation

2010-11-10T08:12:00.000Z

This week we're sending out the invitations to our December brand seminar: Unlock the value of your brand.

It takes place on Tuesday 7 December, and is aimed at business owners who are experiencing some kind of change within their business. For some business owners that change is the opportunity to grow their business - launching a new product or service to reach new customers. For others a period of change is time to consolidate their business - to look at what they do well, and what they would like to improve.

Whatever the strategy, this workshop is designed to help business understand how their brand can help to make it a success.

The response for our November event has been great, and we have already taken bookings for December. It is a free event, but the number of places are limited. If you'd like to join us you can make your booking here.

Mind your language

2010-11-09T08:22:00.002Z

Last week I came across this list of the 50 most annoying office-speak phrases (courtesy of @DangerousMkting on Twitter). It's a great read. There's sure to be one you've heard, or maybe even uttered yourself. I use 11 and 28, and I agree with 10.

So it got me thinking about the language used in the workplace, and what it says about a company. The majority of the phrases have been submitted by staff within an organisation, who object to their use. So if staff find this kind of language irritating, what about clients?

When it comes to brand, and the communication of a brand, language is often overlooked. People tend to focus on the visual identity. But what about the words? We list six elements of a visual identity: Logo, typeface, colour, imagery, tone of voice and design style. (Tone of voice isn't visual, I know, but it's about words). The words we use are really important, whether they're spoken, printed or typed. Words provide a great opportunity to communicate personality (the foundation of your brand), so used wisely they can be incredibly powerful. I think Innocent and Howies are two great examples. Both quite similar (a very informal tone) but really well executed on print, packaging and online.

But what if language is used poorly? Is it acceptable to use poor grammar and punctuation on Twitter? Is it acceptable to use industry jargon? And if you do, what's the impact? Do clients care? Be honest. What do you think?

Whatever the opinion of clients, it's clear from the list that the language used in the workplace can alienate staff, and leave them feeling frustrated and disconnected from the company. In that situation are they really the valuable assets they should be to the company? Are they advocates for your business and your brand?

So next time you open your mouth, or put your hands on your keyboard, choose your words wisely. They could be saying far more than you think!

So what's your view on poor grammar and spelling?
Are their phrases you hear at work that make you cringe?
Let us know!

Like Minds. Brand lesson #1: Focus

2010-11-03T23:48:00.003Z

Last week saw the Like Minds Autumn 2010 conference take place in Exeter again. It was another great event. There was great debate, discussion and insight. Lots to take away. But I just want to share a few things that caught my attention. A few lessons that businesses can apply to their brand and brand strategy.

Brand lesson #1: Focus on your customers
In a busy environment focus can be a real challenge, and this was the point that stood out for me in the keynote presentation on Friday afternoon from Karren Brooks. She described the scenario of going into a meeting with a client, and the importance of being fully focused on what you need to achieve. But in that scenario you're competing with whatever else is going on in your clients head; the phone call they have just had, their next appointment, domestic issues... the list is endless.

If you look at virtually any business, they face exactly the same challenge: competing for their customers head-space. So how do you do it? In the final keynote on Friday, Robin Wight (@RobinWightUK), told us that, on average, we are bombarded by 3000 messages every day. With so much competition, how do you get your audience to listen to you?

Well, this is where 'focus' comes in. There are two things you need to focus on: Who are your audience? and What do they want to hear?

Who are your audience?
The answer to this isn't 'everyone' or 'anyone'. Or 'businesses' or 'consumers'. It should be a very specific description. If it's a business you might specify size, sector, turnover, location, age etc. For a consumer it might be age, gender, location, income, profession, the car they drive, the newspaper they read. The people you want to focus on are those that are most valuable to you. So take a look at your existing customers and figure out who they are.

What do they want to hear?
Now that you know who you want to talk to, you can work out what they want to hear. That last bit's important: What they want to hear. It's very different from: What you want to tell them. Your audience is only interested in services or products that will provide some benefit for them. Not benefit for other people - benefit for them. So you need to have a very clear understanding of what benefit your products or services provide. And they're not interested in what you do, just in how it benefits them. Your audience is very self-centred. Very focused. So you need to be too.

And the reason why? The more focused you are on who your audience are and what they want to hear, the more easily you will be able to sell to them. That should save you time and money, and give you a better return on your investment.

So, if you want to develop your focus, take a look at your brand. Brand is all about focus. Focus on your business, your audience and your relationship with them.

If you'd like to take a look at your brand, you might be interested in one of our free seminars.

So what works for you? What brand or company manages to get your attention? And how do they do it? Let me know, I'd be really interested to find out.

No laughing matter

2010-11-02T01:10:00.007Z

Staines, the Surrey town, is considering changing its name, to avoid negative associations with the comic creation, Ali G. No... Really, they are. The local business forum has submitted a proposal to the local council to change the name to Staines-upon-Thames. They're concerned it has a negative impact on business, especially with the 2012 Olympics on the horizon. You can read the full story here.

Now, whatever you think about this, it does raise some interesting questions. How important is a name, in business? When you think of a brand, you tend to think of the physical brand attributes first: the logo, the colour palette, imagery. But often a company name is the first element of the brand that people come into contact with. And when they do, what does it say about the business?

There are some interesting examples of name changes, and their business impact. To see the damage that can be done, you only have to look at the decision in March 2001 to rename the Post Office as Consignia. By June 2002, after stream of condemnation, it was dropped and the Post Office was back. A success story is the creation of Dave, the freeview TV channel. Previously called UKTV G2 it had been largely insignificant, but the new brand led to a dramatic increase in viewers. Last week it had 2.8 million viewers, 0.8% of the viewing public. That's well behind the terrestrial channels (BBC 1 had 29.6 million, which was 20.7%), but the Dave figures are on a par with the most popular Sky Sports channels.

So how important is a name? On the one hand, what people are buying - whether they're consumers or businesses - is the product or service behind the name. Do they care about the name, if they're getting what they want? But the other argument is that if the name isn't appealing, those potential customers will look elsewhere, for a more attractive offer.

So, with that in mind I'm really interested to know:
Has a company or product name ever influenced your decision to buy it?

What's your favourite company name? (You don't have to like what they sell - just the name).

If you'd like to read more about the role of names in branding, take a look at these previous posts.

Five years, five lessons: Lesson 5

2010-10-29T02:10:00.003+01:00

Lesson 5: You need customers
It sounds obvious, but you need customers. There are lots of different tasks and activities that you have to undertake as a business, but the most important is finding customers. If you're not making money you don't have a business, and you can only make money if you have customers.

So your priority should be - everyday - to make sure you have customers lined up to bring money into your business. Because if you don't, you will fail.

Click here, to read all of this weeks lessons.

So those are my lessons... What about yours? What one piece of business advice would you pass on? Add your thoughts below.

Five years, five lessons: Lesson 4

2010-10-28T09:24:00.002+01:00

Lesson 4: Use experts
Whenever possible, use an expert. If you don't have the skills to do a particular task or activity, find someone who does.

The DIY approach to business can be really attractive (especially to a new business) because it's cheap. But it's often a false economy. If you don't have the skills needed it will; a/ often take you longer to do it and; b/ not be to such a high standard.

For some things that doesn't really matter, but when it comes to more important tasks; like bookkeeping or building your website, the impact on your business can be more significant. If you're serious about building your business, then find the people who can help you to do that. They will help you to grow your business faster and more effectively. So you can enjoy the benefits of success sooner!

Take a look at the previous lessons here:
Lesson 1: Get some advice
Lesson 2: Network
Lesson 3: Time management

My favourite advert (at the moment)

2010-10-27T11:45:00.002+01:00

The subject of this post is the new Carphone Warehouse advert. This isn't a particularly great advert, but there is a really interesting lesson here - for anyone who's interested.

Click on the image below - the ad's only 30 seconds.

Now, mobile phones are quite a competitive market. And The Carphone Warehouse have taken a really interesting approach. They're not trying to align themselves with a particular make or model. They're not listing the whole range of products available. They hardly talk about the product at all. Because they recognise that what people are buying (generally speaking) is not the phone - but the benefit that the phone will deliver.

And whatever you sell, whether it's a product or a service, the same lesson applies to your business. Your customers don't buy your product or service - they buy the benefit that your product or service provides. Your product or service is just the means to an end. Not the end in itself. So what's the benefit you provide?

In the case of The Carphone Warehouse, the benefit they're delivering is all the services you can access through your phone - if you have the right package. And that's what sets them apart, they tell us. They provide a solution that's 'perfect for you' and their 'Walk out working' offer means you can get started straight away. In fact, they're not selling you a product at all (because lots of people do that), they're selling you a service, tailored to your needs.

If you'd like to learn a little more about how you could apply this to your business, you might be interested in our next seminar. Or you can call me on 01392 248107 or email jonathan@alderandalder.co.uk.

Five years, five lessons: Lesson 3

2010-10-27T09:28:00.001+01:00

Lesson 3: Time management
For me this is a lesson I'm still learning - and I really wish I started sooner!

Time is a valuable asset, and once it's gone you can't get it back, so it's really important you use it wisely. It's not about putting in the hours - lots of people work hard (i.e. long hours) - it's about making the best use of those hours. One of the first lessons I learned from one of the mentors we work with (See Lesson 1); work smarter, not harder. Make better use of the time you spend at work. Be more efficient with your time. If you can delegate or outsource an activity, do so. Why are you doing a particular task? Is it the right thing to be doing right now?

Now, I still have a lot of room for improvement on this. But when I am able to apply some time management discipline to my activity I really notice the difference. Could you make better use of your time? There are lots of people out there that can help. And books too. Spend some time looking in to it - it will be worth it!

You can read the previous lessons here:
Lesson 1: Get some advice
Lesson 2: Network

Five years, five lessons: Lesson 2

2010-10-26T10:09:00.000+01:00

Lesson 2: Network
Online; face-to-face; it doesn't really matter, as long as you get to know people. Business is built on relationships, and the sooner you build them, the sooner you will succeed.

The benefit from networking for us when we started wasn't in winning business (we got the odd piece of work), but in what we learned from the connections we made. Whether it was knowledge we could apply to our business, or introductions to companies with particular skills we needed (see Lesson 1), networking helped to accelerate our business.

But while it's not all about winning business, you do need a really clear understanding of why you're networking. It's very easy for it to become a bit of a social event, an opportunity to catch up with people and have a chat. And while that can be an important part of building a relationship, it's not necessarily the best use of your valuable time (but that's for another post).

So start with a clear idea of the kind of people you're looking for, maybe people with links or connections to a particular sector (or even a particular company of you want to be really specific), and remember to follow up with the people you meet. Because you never know, they might hold the key to your future success.

Five years, five lessons: Lesson 1

2010-10-25T15:25:00.003+01:00

To celebrate five years in business this month we wanted to share some of the lessons we've learned; five lessons in fact, one for each year. So this week, I'm going to post one lesson a day. Now these aren't any great insights into running a business, but they are lessons that have been really valuable to us... So who knows, they might be useful for you - or someone you know!

Lesson 1: Get some advice
Find someone with skills or experience you don't have and talk to them. Regularly. They don't need to be experts in your field (or even have any experience in it), but they do need to bring some experience to your business that you don't have.

It can seem like a big investment. But you need to remember it IS an investment. It is something that will bring a return to your business. And if you pay attention and learn from the experts then that investment will keep delivering a benefit for as long as you run your business.

To make sure you spend wisely, think about the areas where your knowledge is weak, or areas that are really crucial to success, and find someone who can help you with those issues.

There are two people we work with who have made a massive difference to our business. One brings general experience of running a business and the issues to look out for. The other has helped us to create and maintain an efficient business development process.

It's important to remember that these people are (probably) only giving you advice and guidance. They're not doing the job for you, just helping you to do it better. They're coaches, mentors, consultants, advisors - lots of titles to describe lots of different approaches. But whatever they call themselves, they can be very valuable - if you find the right ones.