The difference between Traditional and Digital Marketing

There are many various mediums and platforms your business can use to advertise and succesfully market.

These platforms can be categorised under two main forms of marketing- Traditional Marketing or Digital Marketing. Once you have a clear understanding between traditional and digital channels and the purpose they each serve, you’ll be able to use each channel to accomplish your goals.

Therefore, we have teamed up with digital marketing agency Red-Fern to show you several techniques you can use for your business.

Minimalism vs Maximalism- Which is the better choice for your packaging design?

You may have heard the famous saying “less is more” used frequently in day to day situations and being used in conversation across industries such as interior design, fashion, beauty and art.

When it comes to graphic design, many successful designers have adopted the “less is more” concept throughout their work, also known as minimalism. The term originates from British philosopher Richard Wollheim’s 1965 critique of a group of artists for their “minimal art content”. Since then, it has evolved in meaning and esteem; people no longer view it as a critique, but rather a symbol for the everyday consumer.

The minimalist technique uses only necessary elements for functionality, producing a simple, clear and sophisticated look. It is prolific in design; from ‘millennials’ using a minimalistic approach when it comes to designing their homes, to web page designers using it to offer a better UX across web pages they create. Furthermore, the uprise of simplicity has been the catalyst for many successful businesses to turn to a rebrand. 

Maximalism, as you may have guessed, is the drastic opposite. As an aesthetic of excess, its philosophy can be summarised as “more is more”. Maximalist designers believe this technique expresses individuality by using bold colours, textures and patterns to fill up empty space. With more designers opting for minimalism, it’s no wonder that a number of brands are now leaning in the opposite direction in order to be distinguished: after all, a product that diverges from what is popular can now be seen as exceptionally unique.

Which is the better choice for your design?

Let’s take packaging design, for instance: your typical supermarket deals with an inventory of over 40,000 different branded products daily. Ask yourself: would your minimalistic design stand out from a crowded supermarket shelf?

Ultimately, it depends on the brand voice you want to communicate. Are you looking to be an unmissable, enthusiastic brand shouting for attention? Or do you aim to be sophisticated, to the point and no-fuss?

To explore the advantages of and highlight the differences between minimalism and maximalism, let’s start by taking a look at some recent minimalist rebrands…

Examples of minimalist design

BT

BT’s default mantra “Simple is good” is now reflected in their recent rebrand which delivers a no-nonsense brand identity, with greater focus on the product and customers. The simplicity and minimalism of their new logo has proven controversial, and many have criticised the amount of time it has taken the company to reveal this look; however, we would argue less clutter in design is always a positive. It allows the customer to immediately recognise the branding and straightaway discern the key message the company wants to display.

Mastercard

Mastercard’s completely wordless design couldn’t be more minimalist if it tried! Although the logo consists of only two overlapping red and yellow circles, this design has become an emblem that is recognisable worldwide; immediately associated with Mastercard.  This brand identity, again, links to the key message that the company wants to express: connectivity and seamlessness.

Now that have looked at two effective examples of minimalistic design, let’s look at how they can be the key to success.

Advantages of minimalism design in packaging

Now that have looked at two effective examples of minimalistic design, let’s look at how they can be the key to success.

-Stand out with simplicity

As David Raskin, professor of contemporary art says: “The richer you are, the less you have.” Some may disagree, but a minimalist design can actually be more eye-catching than an elaborate design. When all the other packages on the shelf are overflowing with busy designs, a simple design will stand out more. Therefore, it can stand out against all the clutter from other designs because it’s different and having a minimal design can grab the eye of passers-by. The design displays a quiet confidence of its own, which allows the product to speak for itself.

-Clarity of information

A minimalistic design can potentially convey honesty, with nothing else to distract the eye the minimal design can clearly communicate what your product is and what goes into it.  Minimalists work seeks to get to the heart of what is actually important, cutting away all the minor details and displaying only the most important. Having a minimalist approach to packaging, such as only displaying necessary information and uncomplicated designs, also presents your product as fuss-free, which is something that consumers certainly look for.

-Timeless

Minimalism is one of the few design trends that just never gets old, the simplicity of it makes minimalism easy to incorporate into a number of product variations across numerous platforms.

Examples of maximalism in design

Although minimalist designs cut out the nonsense, some consumers like the level of mystery from some brands that are less straightforward. Therefore, the levels of curiosity evoked by maximalist branding may also be something to consider.

Pukka Tea

This brand doesn’t like to go unnoticed when it comes to their packaging design. Each line of their tea is represented by a vivid colour scheme and pattern that evokes the tea’s flavours in a wild, repeating motif – invoking mystery, nature and adventure all at once which engage their target audience and spread their message by catching their eye with strong designs which can’t be missed.

Advantages of Maximalist design used in packaging


-Evokes curiosity and mystery

Contrarily to minimalism which uses the only elements that the design needs to function, a maximalist design uses a variety of patterns, designs, and elements that make the design become unmissable. Therefore, these designs may be quite random in their selection and not directly something you might associate with that brand. As a result of this, a maximalist design can evoke creativity and create a sense of mystery leaving the consumer wanting to find out more or purchase which can be a great aspect for a product on a busy supermarket shelf. A vibrant, loud design is certain to stand out. 

-Unmissable and can bring the brand to life

Your product may not be known for evoking excitement when people think about it. For example, you may be a dishwasher tablet brand which many people do not associate with excitement, joy or any similar feelings. However, your packaging design can bring your brand to life and make your product more exciting through its standalone design.

-More likely to be shared on social media and have greater brand exposure

We all know that social media is all about sharing what looks the best with the rest of the world. Whether this may be a flawless photograph of yourself, or a design you like the look of, by making your packaging more visually appealing and interesting it is more likely to get shared across social media platforms.

Ultimately, this is free advertising tool to a large audience for your product which is no doubt going to increase brand exposure. Also, 66% of consumers have tried a new product because of its packaging and 70% of consumers have stated that they form the decision whether to purchase on the packaging.

Conclusion

As discussed, simplicity and intricate detailing both have their place in the packaging world. However, the style that is best for you really depends on how you want your packaging/design to speak to its audience. Between latest trends, what competitors are doing, and your own preferences – there’s no question that defining your brand identity can be difficult decision.

Ultimately, we believe that originality is what entices consumers. Originality provides your audience with something other brands haven’t delivered, but this is easier said than done. You may not be able to get to the root of what your brand truly represents – which is why you should always seek professional advice when it comes to creating your trademark image.

Creative agencies such Media Village have a set of procedures and resources available to help you get the most out of your brand. We have successfully worked with many well-known food companies at every stage of the marketing process, collaborating creatively to reach the best design solution for their needs.

Together, we can also help you to unlock what makes you stand out for the crowd and create a brand identity that is unmissable and unique to you.

How gluten free companies can benefit from working with a creative agency

Britain’s shopping basket is going free-from, with Brits dodging dairy and going off gluten and grains at a growing rate. We have forked out an extra £230m on free-from food and drink in the past year.

That’s a rise of more than 40%!

This 40% growth has not only been driven by consumers who have medical conditions that require free-from diets, but also by what we refer to as free-from lifestyle choices – a growing market of people who are choosing to cut certain ingredients from their diet for health or lifestyle reasons.

Innovation in this upcoming food and beverage market has made gluten-free foods more palatable, helping to boost the sector’s profile; for this reason, the market has outgrown appealing exclusively to those who are needs-based, and recent statistics have shown that one in ten people, and even 15% of UK households, are set to be avoiding gluten and wheat altogether.

With the ever-growing market now rallying for more choice and flavours, there has never been a better time to look at what is likely to propel the purchase: packaging.

Packaging design and why it even matters

The best well-branded food packaging can elicit a Pavlovian hunger response. Ask yourself: have you ever seen a McDonald’s bag and experienced that un shakeable craving?

Free-from companies can also benefit from well-executed packaging design, exponentially increasing their brand recognition. Take supermarket giants, Aldi and Lidl, for example; both of whom launched a free-from label in August 2017. Within a crowded retail space, the average supermarket will stock more than 40,000 items – what better way to enhance a product’s appearance and memorability beside competitive brands, than through bespoke packaging design?

Furthermore, did you know that 40% of consumers admit that they would share a picture of a product’s packaging on social media if it was interesting enough? Social media interaction alone can boost awareness and generate engagement around your brand – you just need the packaging to have that special quality.

That’s where we come in.

We understand that food packaging is a crucial design discipline; with your target audience/demographic and USP in mind, we aim to develop and design packaging that reflects and represents your brand perfectly. By staying on-brand with your identity and promise, we can help you stay at the forefront of your customer’s minds; however, we also realise that one generic style won’t work for everything, and we are always willing to adapt.

 Our belief is that packaging can describe much more than where the product came from; it can also communicate a powerful message to its audience. You just need to decide what your message is.

Any good food brand should follow the following principles when considering packaging design:

  • Make sure it can be seen on the shelf (impact)
  • Make sure it engages shoppers (relevance)
  • Make sure it communicates key messages
  • Make sure it sells

We advise you to keep it simple, keep it honest. When it comes to food packaging, the design should show the product contained within: if a consumer cannot identify what you are selling, they are likely to walk on by. Always be straightforward: keep it clear and clean in design, font and wording.

Your packaging will interact with hundreds of people: it is absolutely a missed opportunity if it is not branded and properly designed.

How we have helped gluten free companies stand out

Over the last six months, we have worked with three different gluten free companies, producing and designing packaging sleeves, menu cards, thank you cards, banners and business cards.

1. KO-CO Brownies

KO-CO Brownies are an upcoming gluten free and dairy free chocolate brownie brand. The branding we designed for them followed a nature-inspired image and conveyed the brand message professionally.

How did we help KO-CO Brownies?

We designed and produced the following:

  • Brownie watch straps for a range of flavours
  • Menu cards
  • Thank you cards
  • Labels for packaging
  • Banner for market shows

We worked towards the customer brief and created a design that would match their target demographic and express their target message efficiently.

2. Bak’d Cake Co.

An award-winning, family run, free-from brand which offers artisan treats to enjoy baking at home. All of the recipes produced and offered were developed by the family themselves, inspired by their own experiences to create alternative solutions to nut allergies and gluten intolerance.

How did we help Bak’d Cake Co.?

We produced a range of high-quality printed packaging for the baking at home kits, which incorporated different colours and styles to match the various flavours they had to offer.

3. gf2go

gf2go is another business created to solve a problem within the industry and offer more choice to those with gluten intolerance. They produce gluten free bread, brownies, cakes, cereals, pies and a range of puddings.

How did we help gf2go?

We produced high quality packaging to protect and advertise their sticky toffee pudding products. 

Our promise to you

As you can see, we pride ourselves on equipping companies with the essentials they need to stand out. With product innovation expected to grow, we have realised the potential our business model and services have to help any food or drink business stand out in this lucrative industry.

We take full advantage of our ability to offer the full marketing solution in-house, all under one roof, which has huge potential for any business wanting to get noticed (and noticed in the right way)!

 From photography, branding and even to vehicle livery, we can refine every touchpoint of your customer’s journey. In the gluten free industry this has never been more relevant. The potential for new brands entering the market every month is very high and the market is quickly becoming saturated; therefore, having packaging that stands out and makes an impact could be the crucial finish you need to maintain your place on the supermarket shelves.

Remember, your product’s packaging should communicate what your brand stands for, and what it means for your customer.

Don’t miss out on the opportunity to create a lasting impression on the shelf and in the minds of your customers.


Ways to get noticed at your upcoming exhibition

From visibility to credibility, exhibiting at a trade show can have hundreds of advantages and benefits for your business. Making the most of your space and establishing a presence gives you a powerful platform for meeting new customers and reaching out to existing clientele.

Understandably, a lot of businesses are put off exhibiting at a trade show because of the cost. It’s true, developing a great trade show stand, training your staff members and travelling to the event itself isn’t a very cheap process. However, like most forms of marketing, with the right strategy, a trade show can be a very profitable choice.

Trade shows and exhibitions are a great opportunity to learn what’s working and what isn’t for you and your business. You can do a lot of competitor research at events like these; for example, you can see which booths are attracting the most attendees and learn from their tactics. As the famous saying goes “keep your friends close but your enemies closer”.

You can also pose as a customer and see how other salespeople interact with you and what their objectives are. Finding out information about the needs and wants of your customers is very important when it comes to staying competitive in the market. The low response rate of email surveys means that they are only really beneficial to companies with large email lists to increase the rate of response, but exhibiting at a trade show is a great way to tell your industry that your company is serious, reliable and large enough to afford its own presence at leading events and conferences.

87% of marketers say face-to-face marketing is important, as 80% of trade show visitors are personally involved in buying the products or services on show.

A business exhibition helps you in four key areas of B2B marketing:

  • It enables potential buyers to notice you, to discover you and then get to know you as a credible partner.
  • Trade events account for 9% of marketing budgets, but return 23% of business.
  • Satisfied trade show participants are also supporters of participating exhibitors and partners. Positive recall can more quickly lead to sales conversions.
  • With proper research and planning, trade shows are one of the most cost-effective sources of leads and sales possible.

Don’t let visitors guess what your business is all about – tell them with your literature, using the power of the written word alongside print. Also, you probably have one business card that you hand to everyone with the basic need-to-know information: do not underestimate the power of a generic business card, as it allows for a plethora of possibilities; for example, why not have a QR code on one side that, once scanned, says “We met at X exhibition on X date and time”? This type of printed material could provide the vital information needed to encourage a profitable future connection/lead.

Market Research

Exhibiting at trade shows means you can conduct a short survey on your exhibition stand to gather vital feedback. This can help you discover whether the needs and wants of your customers are the same, or if they have changed and if you need to adapt to meet these needs. Other ways to incentivise customers to participate in surveys is to offer a free gift or entry into a competition.

In order to create that great first impression, your exhibition stand should represent your brand identity in its entirety: from your logo, exhibition banners (including style and material type), to the employees manning the stand. It is essential that crew in particular are all in accordance with your brand’s personality and values – it may be a good idea, therefore, to brief them prior to the exhibition on your goals and objectives, if not already clear.

Exhibition banners have improved exponentially in recent years. They used to be very expensive, heavy and, quite frankly, a pain to assemble quickly. Nowadays, you can find lots of variations of banners which are cost-efficient, lightweight and portable, meaning you can – and should – consider bespoke banners for each event. Ideally, content for banners should include up-to-the-minute information, imagery that complements your current pitch, and maintain your established branding to allow your company to be instantly recognised.

Even if an exhibition-goer doesn’t talk to you, roller banners should provide them with the valuable information they need to get in contact with you later. Useful information such as contact numbers and postal addresses can be included on banners; however, social media links such as @ names, social media logos and your website remain the best way to address the modern customer.

If you have high-quality images that really exemplify your product, then roller banners are where to display them.

Alongside the roller or pop-up banners, sturdy PVC banners can be used for signposting and signage. These signs need to be kept clear and simple, and at most include your company name, website and logo. Don’t clutter what should be an easy to read sign.

Finally, think of your booth as a shop window: it should feel welcoming and draw people to come and take a peek ‘inside’.

What you need to make the most of your exhibition

If you have a brand identity to be proud of, you want to display it at its best in every instance. One of the largest formats it will be used in is at events and exhibitions, where passers-by will automatically form a perception of your company based on your visual identity. It may be the difference between whether they decide to stop and talk to you or not.

It is important to make sure that your stand sticks out, attendees stop and notice your brand and offer you an interaction which could be the chance you need to close a deal.

 

Why exhibit and attend trade shows?

Quite simply, if people don’t know who you are and what you can do, they’re never going to call you. Yes, you can advertise, but that doesn’t give you the chance to find out about your customers, build long-term relationships and have a good chat.

You can approach key people in the industry one on one that you may never be able to reach on the phone or even by email. You can connect with key customers and take the relationship to a deeper, more personal level. You can meet with key suppliers from your industry or other areas within that market.

Seize the opportunity to learn from your competition and network with professionals. Walk the floor to observe product displays, engagement tactics and sales pitches to take note of how you can improve at the next event. For example, if you observe that many companies are offering a new service, consider pitching the service during your next team meeting.

Five reasons to exhibit or attend trade shows

  1. Lead Capture

Initially, the whole point of attending exhibitions and trade shows is to create leads for future potential business. Luckily, they are quite a few, easy and cost-effective methods of capturing leads from exhibition events.

Firstly, just by having a paper form on your exhibition stand, you can ask visitors to leave their details in hope of making future connections after the event.

However, a business card draw at an event always goes down well with all guests, especially when there is a prize at stake to win because everybody loves a freebie! As a result of this competition, you can capture a vast amount of leads with the potential of contacting to offer your services to in the future.

But always remember to have a well-designed business card, which is tailored to that event to exchange every time a visitor takes part in your competition.

Top tip – Get a business card designed and personalised for this event, this will stand out from the crowd and remind other businesses of how you met.

However, do not be disheartened if a passer-by at the trade show doesn’t seem immediately drawn to your services or want to offer their business card. Handing them a freebie, something of value with your branding on may just be the reminder they need for a future conversation.

2. Check up on competitors

You may sell the same product but a trade show offers you an ideal opportunity to see not only who your competitors are, but also who they are they are targeting the most for your own research. This information gathered from the event can be used to help predict your competitor’s future plans. In terms of your own business, this may help you put forward a strategy to be one step ahead of your competitors.

Competitor research is a key part of any marketing plan however this can be sometimes hard to achieve. For example, competitors may hide their prices online or say `contact us for prices and more information`. Without having the time to pretend to be an interested customer, this information may be hard to attain. Therefore, being located in the same room as a number of your competitors may allow you to find out the fine details you need.

Sneaky, but trade shows have a lot of potential for the future of your business.

3. Engage with existing customers

A trade show is an ideal place for a quick touchpoint for a loyal customer and addressing their needs and thanking them for their business. It’s always good to see a familiar face or put a face to a name after recent communication via telephone or email.

Customers value you spending your time, recognising them and working towards a relationship with them. Therefore, a trade show can be the perfect place to engage with existing customers and give them promotional material to take away as a reminder of you and your business. These vital connections hopefully may lead to future recommendations and purchases.

4. Introduce your exisiting customers to other product lines

Customers, who love your brand and as a result are satisfied with the products they purchase, may be easily converted to buy other products you offer. A trade show is a great opportunity to showcase what else you do to your existing customers. These customers may just come to you because they want one service but when discovered you do more they may be enticed.

Top tip – Make sure your services are clear and communicated in an engaging way so it is easy to notice for passers-by. This can be done by using a roller banner, leaflets, and even an exhibition stand which is designed to communicate clearly everything you do.

5. Gather valuable research for the future

Why do your existing customers buy and what do they love most about your brand? You may already send out questionnaires via email asking for customer feedback; however these may get deleted or ignored. Therefore being at a trade show with the customer stood in front of you face to face could be the perfect chance to gain your market research.

For example, just asking simple questions like what do you like best about us as a company? What was the customer service like you received from us? This information can help for the future marketing and customer service element of your business.

Get in touch today and let’s get your business noticed!

Email- info@media-village.co.uk

Does your social media content spark joy in your target audience?

‘Spark joy’ What on earth does that mean?” If you have absolutely no idea why we ask this question, then sit back and let us introduce you to Marie Kondo and her famous tidying up technique.

Marie Kondo, a Japanese organising consultant and bestselling author, has written several books on organisation. Her books have sold millions of copies and have been translated from Japanese into several languages including Korean, Chinese, Spanish, French, German and English. Her popularity in the UK has undergone exponential growth through her Netflix programme ‘Tidying Up with Marie Kondo’. Despite it only being the third month of 2019, this programme has already been named Netflix’s most unpredicted success of the year.

“A programme all about tidying up? Really? How boring!” we hear you say; however, you will be surprised how addictive and almost life-changing this programme can be. Marie Kondo’s tidying up technique has inspired the world to take part in a de-clutter trend (oh, and a Netflix binge)!

Marie Kondo advises messy homeowners to simply say “goodbye” to items that don’t ‘spark joy’ in their life – ultimately de-cluttering their home and lives. This programme emphasises that tidying up can be easier if you follow a structure; it can even be a therapeutic process, as you are urged to express appreciation for your once purposeful belongings before you retire them to the cutting room.

Now that you know who Marie Kondo is, let’s explore how this is relevant to social media (we are getting there, we promise!)

Marie Kondo’s holistic approach to the ‘strategy’ of tidying up can be applied to your social media marketing strategy. If you start by mapping out everything that you want to include and achieve, then you can start to build a successful, organised game plan that works for you and your company. This should help you generate a holistic view of your strategy and how each tactic and decision you make is contributing to the next phase: thus, it can also help you to spot tactics that might be hindering your performance.

So, let’s take Marie Kondo’s approach, shall we?

  • Does your company’s social media ‘spark joy’ to your target audience?
  • When you see your social media posts, are you proud of them?
  • From an outsider’s point of view, would they stand out on a crowded newsfeed?

If the answer to any of the above is “no”, then we think it’s time to thank your social media for its time – delete the unnecessary (don’t go on a frenzy, as Marie Kondo advises against this), make steps to refresh your content, and move on with a well-conceived cleansing process.

So, we want to share with you an easy-to-follow guide that can help you cleanse your social media marketing. Try to follow each stage (See, Think, Do, Delight) as best you can, whilst always aiming to do one of the following:

  • Inspire your audience

  • Educate your audience

  • Entertain your audience

  • Convince your audience

1.‘See’

This is the first interaction the potential customer has with your brand or company, therefore it is your decision to inspire, educate or entertain them from the get-go. This decision can be based upon the objective, content and what you aim to achieve from posting this content.

As we all know, first impressions stick – so make it count

2. `Think`

The customer has reached the Think Stage, which means they are actively thinking about your company without being promoted. This is a huge positive for your company and, of course, the marketing team.

So, to develop customer interaction we must decide how next to ‘spark joy’ by taking responsive action that is pertinent to your business’ values and reputation. You must make this decision, bearing in mind who your audience are and what your customer persona is. For example, a corporate law firm at this stage would not try to entertain a potential client with an animal meme, even though we might all have a soft spot for animal memes, this is quite clearly an unsuitable marketing strategy in this field of business.

If you are not sure about your target audience and what they engage with the most, this may involve a little bit of customer research:

One way to convince your customer at this stage could be by outlining the advantages of choosing your services and how these can benefit the potential customer; these advantages may just prove to be the icing on the cake.

Tip – You can always make posts more engaging by using strong visuals, infographics and professional photography. It is proven that when faced with text or images, 65% find the visuals more memorable.

3. `Do`

If we were to consider this stage as a room, Marie Kondo would believe this to be in very near perfect condition – the polishing stage, as it were. Here, we are only left with the refined ideas that ‘spark joy’. In marketing terms, the customer is very close to purchasing what we are offering as a result of this journey: we have inspired and educated them with our perfectly driven content.

Tip – This stage might be a great opportunity to post a questionnaire, educational graphic, or anything of interest to spur them towards the purchase button.

4. `Delight`

This is all about adding that little bit of unexpected value. In a Marie Kondo scenario, the room (or stage) is now spotless; we have scented candles smouldering, fairy lights glowing, and a cake baking in the oven. The joy is well and truly sparked. In our social media ‘room’, the customer has interacted with the content we posted, has been charmed by our driven content, and has made a satisfied purchase with your company.

So, what do you do now? Move on to the next customer?

Or leave them with a small unexpected gesture that adds further value to the whole process for them.

We personally think the second option is the ideal route to take for any business trying to make a lasting, valuable impression on new potential customers.

Not sure what to offer? Take a look at some of our ideas:

  • Exclusive discount codes
  • Money off their next purchase
  • Loyalty cards
  • Free samples

Hopefully a strategy Marie Kondo could be proud of: a holistic approach that can generate great social media content – just small touches that can make a huge difference.

Why both private and public schools need to invest in marketing and creative design?

Let’s start by explaining what school marketing actually is.

School marketing is defined as the means by which the school actively communicates and promotes its purpose, values and products to the pupils, parents, staff and the wider community’.

Where a large amount of businesses do realise the importance of marketing, it is also this area that sees the most cuts when delegating financial funds; marketing can be considered as a lesser priority so it is common for schools in particular overlook their marketing when dividing up their budget.

However, if it is true that marketing and design are less important ingredients to thriving business, ask yourself – why do private schools need to bother investing in it? If a private school can effectively articulate its purpose and values without marketing and creative design, is there a need for it at all?

Firstly, let’s talk about what happens when minimal financial resources are devoted to the art and science of marketing a school. It’s true that the school might save itself the time and effort of creating a marketing strategy, but without it, this short-term satisfaction can become a long-term problem – as a result of no marketing, you may find your school undergoing a downwards spiral in exposure, and most importantly, a decline in enrolment figures.

We understand the huge undertaking of a marketing strategy may initially intimidate public schools: after all, private schools already have the longevity of foundations built from strong heritage and pre-established branding to pave their way to success. Teachers might even feel that their positions there are ‘cheapened’ in treating the school as an opportunity for marketing – however, by not investing in marketing, this means that your school could be reliant on communities, parents, and word of mouth to tell a story that you have the power to tell yourself

By changing your mind-set on marketing and by addressing the challenges of competition, recruitment/retention and tighter budgets, you could actually give yourself the ability to really take care of your brand. By hiring a specialist in this field, you are able to trust in how your school will be perceived. This professional will not only understand how to regulate your branding, but can also tell your school story, emphasise your values, and portray exactly what makes your school unique.

Investing in marketing does not mean that your school will be harassing or imposing upon prospective pupils and their parents in order to increase enrolment figures – in fact, it actually means that your school can connect with them more easily, through shared values and by behaving as an aid in the difficult process of choosing the right school.

The extensive selection of public and private schools can make it even more difficult to stand out and ‘win over’ prospective pupils and their parents. Private schools in particular can no longer rely on their legacy alone to outrank competition (after all, there are also the education fees to consider), but by using marketing as their skeleton key to success, private schools can secure those all-important relationships and connections with their target audience. So why shouldn’t all institutes not aim for this effect, regardless of public or private education? It could make all the difference.

But how can you stand out? In order to keep up to date with competitive schools, we suggest that you manufacture a strong brand alongside your respectable school heritage. Here are a range of cost-effective ways that you can help your private school invest in print and design which can increase your school’s enrolment figures.

Investing in a powerful prospectus

Think about your current marketing material and prospectus. Does it invite you to pick it up? If you had a pile of prospectuses under your arm, would yours make the final cut?

Or would it not even get a second glance?

56% of consumers state that print advertising is still the most trustworthy type of marketing and that readers engage more with a printed prospectus.  According to Forbes magazine, consumers are spending 20-30% longer reading text as opposed to an online alternative. This means you have 20-30% more time to really engage with that consumer and show them exactly what makes your school different.

For many years, we have specialised in offering an extensive service to the educational sector. This has resulted with us now working with a large amount of private and public schools within the UK. This cohesive partnership with the education industry has allowed us the ability to provide expert marketing, design and print advice.

Your school would be offered a tailored, bespoke package and advice to enable you to be noticed, trusted and engaged with by the right audience.

Maintaining an engaging modern school brand

Although your private school may have well-respected heritage, would you say that is reflected in your branding? Whilst we are aware that there are many elements to why students and parents choose certain schools, we are also aware that a school’s brand and marketing plays a massive part in this decision.

Therefore, it is crucial that your branding and marketing material reflect your school’s values, background and history, as this is your way of standing out from the competition.

The capabilities we have at Media Village make it easy for us to produce your educational materials.

We can make sure your brand is successful and meets the public at every point of contact, including external signage, websites, prospectuses, letterheads, social media, logo design and much more.

Marketing as storytelling

Storytelling through branding is more important today than ever before; with the average person viewing 100,000 digital words every single day, a refreshing narrative behind a brand can really stand out. Famous brands like Coca Cola and Marks & Spencer have been using the art of storytelling to their advantage for years now, and to great success.

We have proudly worked closely with Westholme School for many years, and the relationships we have established helps us to deliver their story in exactly the right way, to exactly the right audience. Our cohesive relationship with Westholme guarantees that we are working together and remain united in the pursuit of a common goal.

One of the main aims at Westholme School is to support each child in fulfilling their full, individual potential; the journey of a Westholme pupil, from 3 months old to age 18, is a unique story in itself… and one in which the school has invested its all. Therefore, we have created marketing materials in various forms that inspire and motivate pupils to succeed, with choice wording such as ‘flourish, cherish’.

Investing in professional photography to showcase your talents

Photography and eye-catching visual content generate more engagement and attention online; as we are a very visual society, it is the perfect way to communicate. With millions of images being posted on the web daily, your school’s need to be the ones to stand out against the rest.

With this in mind, the type of image you choose to illustrate your school’s name and reputation has the potential to attract new customers or instantly turn them away. We always think about the relationship between your content, your imagery, your school brand, its narrative and your target audience before we even press a button on the camera.

We offer as much time as needed at your location to enable us to really capture the perspective of school life. However, we always consider the information we have gathered and the main objectives of your marketing when taking pictures. Therefore, if your school aims to focus on extra curriculum activities, then we would tailor the photographs to portray this.

Making the most of your open day opportunities

Vast amounts of potential pupils, their parents and family members visit your school on one appointed day. You would be crazy not to make the most of it!

So, it’s time to shout about what makes you unique – show off your branding and make your school open day more memorable than any other. You can do this by investing in open day banners, roller banners that showcase your school’s impressive achievements, and any other effective marketing materials that will help your day be a huge success.

(We can also offer you all of these services in-house).

Marketing your school effectively allows you to learn how to position yourself successfully within the education market compared to your competition. It uses your unique attributes to communicate to the market, boost your reputation – and drive applications and enrolment figures.

Finally, by investing in marketing, design and print, schools can develop a better understanding of its current parents’ needs and underlying motives for sending their child to their school, as well as interesting the types of parents the school is not currently attracting so that you can determine target segments for future marketing communications.

 

You can see more of what we have done with other schools here

Download our free guide to a powerful prospectus HERE

5 reasons why every business should invest in Graphic Design

We understand – particularly when it comes to small businesses with limited resources – that when times get tough and businesses are forced to make cuts, it’s often the creative budget that faces these cuts first. Unfortunately, companies often fail to see how investing in their creative budget can, in fact, help achieve the goals they have thus far prioritised – failing to recognise that the department of design and visuals can actually be the difference between ‘mediocre’ and ‘great’.

1. The numbers are in, design sells

Studies have shown that visual appeal can influence us within about 50 milliseconds. In brief, this is how quickly a designer’s content must impress. To get these results, your company would benefit from working with a professional designer, meaning that you will have the chance to seek their expertise to ensure your brand message is perfect. Additionally, we believe that your design should support the principles you have built your company around, and strive to reach your customers’ hearts (rather than just their wallets)!

You may think: “I already understand my company ethos, know our goals, and have no problem discussing these with the customer”. Nonetheless, a visual aid could be the difference between just you understanding your goals and everybody else understanding them, exactly as you want.

The majority of us are visual learners. 65% of people agree that they grasp concepts more easily with a visual accompaniment. Used in this way, design can ‘simplify’ communication in branding; making obvious who the design is for by appealing to its target audience, and allowing the design the ability to attract the right attention in the right way. For example, you may have a product intended for the adult market – but if the wrong design is covering the product, this can mislead your audience and really become a problem.

According to Adobe, over the span of 10 years, companies with strong designs outperformed those with weak designs by 219% on the S&P 500 Index (a stock market index), so the numbers truly are in, design sells.

2.Packaging design can alter your customer’s perception

You may have heard of the concept “eat with your eyes”. Though eating stimulates many senses, sight is actually a huge part of influencing decisions when it comes to food, and this does not go unacknowledged when marketing the food on the shelves at supermarkets. The question is: how do we make our products appealing, when we can’t plate them up?

The truth is that you really can take advantage of packaging and design just as much as supermarket products do. In fact, most products can be marketed and designed in alignment with this “eat with your eyes” concept. This is how we can aim to inspire purchase behaviour and even evoke positive emotions towards a brand. We have also worked with a diverse collection of businesses within the food industry towards creating packaging/branding that is unique on the shelf, helping it stand out.

Food for thought: people remember 10% of what they hear, 20% of what they read, and 80% of what they see/do. So why not consult our expertise in design to make an impact on your customer’s perceptions of a product, and target your audience in exactly the right way?

3. Good design keeps your brand memorable.

Let’s consider a brand that has generated a memorable design: Pantone.

Pantone, a simple colour matching brand, has developed a distinct design style that makes them iconic, creating memorability and awareness for the brand.

Pantone developed it’s distinctive, memorable brand by becoming the universal language of print and colour. They noticed how difficult it was for designers, ad agencies and printers to communicate exact colours, therefore they became the go to brand that provided the solution to this.

Now, think of your business design as a handshake: the first impression between two people – in this case, your business and your customer. Does the experience make them smile or frown? Do they say “hi”, “hello”, or “good day”? Is the handshake firm and formal, or warm and friendly?

Within the digital era, design sits at the core of amazing brand experiences. Companies are realising that by embedding design into business practices, they are actually encouraging deeper customer loyalty, ultimately making a positive impact on their business’s performance.

4. Strong web design= strong customer loyalty

Today, most businesses have some form of online presence. In fact, it is more likely that you will first encounter a business online; therefore, the impression your website makes and leaves is more important than ever. But how do you leave a good impression?

By investing in good design, of course!

The kneejerk reaction to a badly designed website is often to not trust it, let alone bother reading on. Even in cases where the user has found the smallest detail of the web design not to like, the site is often not explored further than the homepage. Ultimately, this affects business success and the sales of your product/service.

According to a study by Microsoft, the average human attention span has declined by 4 seconds since 2000. Shockingly, the attention span today is said to be only eight seconds – whereas even a goldfish can manage nine! If the customer cannot find what they are looking for within this window, a poorly designed website can hinder all your chances. Therefore, by displaying a strong brand identity and ensuring this identity is consistent across all of your platforms, you can continue to secure customers, attention and trust.

We want to help your brand be accessed across a variety of marketing platforms, whether printed or digital. Our in-house graphic designers always strive to create a consistently high quality brand image for every customer we deal with. Additionally, consumers who come into contact with the brand identity you have established (whether it be your logo, type font, or brand colours) will, with the correct design, be prompted towards the desired emotional response to your product/services. It might make all the difference.

5. Design sets you apart from the crowd

Have you ever bought a product simply because it looked nicer than the alternative? Of course you have.

For any business, competition is always high. The chances are that consumers are simply attracted to the one thing that makes the product stand out over another – and that thing is most likely a good, strong design.

As a proven selling point, we can help your brand stand out with intentional design decisions. Strong visuals can also make your brand memorable and can help trigger memories to keep the brand fresh in your mind. Furthermore, if your product/service is considered to be `technical’ or ‘difficult to understand`, effective visuals can act as a translation service – which simplifies complex language and helps to explain exactly what it is you are offering.

Your business doesn’t have to be within the creative industry or even have an ‘exciting’ product to have a strong identity. With our creative skills, expertise and experience, we are able to offer creative solutions for any industry, no matter the product. Even if you can’t see a way that your business can be creative – there is every chance we can. After all, it’s exactly what we’re here for.

New year, New goals

5 top tips to make sure your business starts on the right foot this year.

1.Refocus your brand

January is a popular time for companies to reflect on their current position, review their performance and take a look at their company image; however, we can get carried away in January and want to take on everything at once. Although this may be tempting to try, you should always invest in support when it comes to unfamiliar areas. Whether you are considering a refresh or a whole new rebrand, the new year is the best time to start focusing your time on new goals.

First of all, we advise conducting a brand health check before confirming how you would like to move forward. This will help you think about all the elements behind your brand image and reflect on their success in the previous year. These results can then help you decide whether a refresh or a rebrand is the right decision for you. Booking a free consultation with one of our graphic designers will allow you to sit and chat casually (over a cup of coffee) about your brand’s future. We can conduct a brand health check for you and, with our branding expertise and knowledge, advise you on the best way to move forward and work together to achieve your success. Additionally, we can start to think about how to give your brand substance and enhance the added value behind it. This can be done by designing printed material, producing marketing collateral that addresses your brand values, and working on a consistent brand image. All of the services mentioned are, of course, something that we offer and can help you achieve this year.

 

Last year saw several rebrands: from the extreme, which included name changes and unrecognisable logos, to more subtle facelifts that help breathe new life into a brand.Firstly, Uber announced a full rebrand in September last year, shifting to a new, simpler logo, just “Uber” in a custom sans-serif font.

Secondly, Weight Watchers, or as it is known now WW, also debuted its new logo, branding and name in September last year. The brand’s new tagline, “Wellness that Works” is intended to represent the brand’s renewed focus: health, fitness and feeling your best, rather than losing weight.

Finally, Debenhams the department store revealed a brand new identity – this was one of 2018’s biggest rebrands. Debenhams had used its previous identity since 1999 but the dynamic new look aims to show how much it has progressed since then.

To learn more about where to start with your branding, you could take a peek at our ‘10 Brand Elements and What They Mean’ blog HERE or ‘Brand Guidelines: What Are They and Why Do I Need Them?’ blog HERE.

brand focus

2.Tell your story this year

Storytelling is an effective and powerful technique that builds relationships – it doesn’t matter if you’re a small business or a huge enterprise, a brand story gives volume to your voice. From a scientific perspective, stories are designed to create emotions. We love them because they prompt chemical reactions in our minds that help us to feel pleasure, empathy and interest. For example, a story about a small business that made it to the top makes you naturally want to root for them.

However, we understand that every business is different; some companies are naturally more entertaining and interesting than others. But, if there is a market for your business, then storytelling to your targeted audience is always a way to make your content more engaging, whether it’s the content on your website that shows the background of your company or the content that you post on your social media channels. We can help make your branding consistent, engaging, and tell your story through effective platforms that suit your target audience’s needs.

For example, if your target audience prefer to engage with printed material, we can design and print leaflets, business cards and brochures that tell your story consistently. Our website details a list of print and creative marketing services we offer. Click HERE to view them all.

To further support how important we believe brand storytelling is, we published a blog on our website titled, ‘Your Story Starts Here’. Click HERE to read more and discover the advantages an effective brand story could have for your company.

brand storytelling

3.Promote and build new connections

New year, new faces, and new connections – networking can be an effective key to business growth and success. Attending networking events in 2019 may seem to be a daunting challenge, but consumers buy from brands that build relationships with them – we can provide you with all the essential tools you need to be prepared and organised for networking, such as; printed brochures, business cards, and leaflets to hand out to your new connections.

Our sales reps would encourage people to start networking to expand their reach, get recognised and enjoy the benefits of growing your business through recommendations. We all know that in business it is a great feeling being recommended by somebody, or even just receiving a positive review. These two things give us a sense of pride and achievement that our hard work is paying off – comparing this to networking; you are surrounded by a group of people that make it their mission to recommend you. Additionally, by regularly attending networking events, this helps get your face known in the community, providing you with a great source of connections that can really open the door to talking to highly influential people in the future.

If you would like to learn more about networking click HERE, to read our ‘Power of Networking’ blog.

networking

4.Focus on updating your online presence.

If you are not making the most of your social media, you’re missing out on a fast, inexpensive and effective way of reaching almost half the world’s population. Furthermore, social media can help you humanise your brand and build real life connections with your customers. This adds value and trust to your company image and highlights how your customers are benefitting from your brand. As well as building connections with customers and potential customers, social media can also be a great platform for sharing your knowledge and expertise. For example, if you specialise in ‘education branding’, then you can share statistics, insights, articles and much more that show your expertise in this area and attract attention.

Additionally, social media posts and ads are key ways to drive traffic to your website. Sharing great content from your blog or website to your social channels is a great way to get readers as soon as you publish a new post.

Take a look at our social media accounts here:

Twitter

Facebook

Instagram

Linkedin

If you are interested in focusing on your social media presence this year, then please do get in touch using the contact form HERE

5. Plan and choose realistic goals

Did you accomplish all the goals you set for 2018? Did you underperform in some key areas? Are you hoping to do better in 2019?

Everyone wants to set big goals for their business and a new year is a great time to reflect and create new goals. Everybody wants to double their revenue over the next six months, hire 10+ new employees to help them reach new heights. It’s ok to set aspiring goals, but in return you need to be realistic when doing so.

Therefore, if one of your goals this year is to focus on your branding and marketing more, then we can help you set and achieve realistic goals that help you succeed. Following a brand health check, free design consultation, and basically a good old chat, we can offer our solutions and services for you to meet your 2019 goals.

To get started, download our free design guide HERE

And finally: what are you waiting for?

Let’s start today to achieve your business goals.

Fill in our contact form by clicking HERE, use the ref: BLOG in the subject title

networking | blog

And finally, what are you waiting for?

Let’s start today to achieve your business goals.

A look back at 2018

As 2019 is quickly creeping up on us all, it won’t be long until we are in the month of January and 2018 feels like a distant memory. Therefore, we wanted to acknowledge and somewhat celebrate everything we have achieved as individuals, as a team and as Media Village this year.

Whilst reminiscing on the events and memories of this year, we realise that we have had quite an impressive year!

 

So, let’s start with the fact that six new faces joined our team this year and what a difference they have made!

New faces.

  • April 2018 brought us the arrival of a new Marketing Executive, Amy Hughes. Bringing our social media to life, creating campaigns and promoting the Media Village services is all part of Amy’s role.
  • Paige made her place in the Proofing department; with a keen eye for detail and her own creative flair, Paige quite quickly became a vital member of our team. As well as proofreading, Paige has a passion for playing netball and is also an amazing artist!
  • Melissa joined our Accounts department and does an amazing job in controlling the finances and keeping everything running smoothly (oh, and paying us all on time!).
  • Although Molly is now our youngest member of the team, at just 19, her graphic design skills and knowledge contributes to the team’s success hugely.
  • Harrison also claimed his well-deserved spot in the studio; having recently graduated with a degree in Graphic Design, his knowledge and his own unique design style adds a fresh approach to the studio.
  • July brought us a new addition to our Sales team, Stuart. We soon realised that Stuart knew anyone and everyone, so it wasn’t hard to have a good chat and get along with him!
  • Colm ( who’s character is currently pending) joined our printing/production team and now works alongside Neil in our Photomechanical department.

New office.

With brand new team members and an ever-growing creative team, we needed more space! After months of hard work, physical labour, loud noises and re-assembling, this year marked the year we created our own brand new office environment – and what an office it is!

When choosing the design of our new office environment, we engaged the whole team in adding bespoke desks, personal office decor and a new open-plan space that would increase collaboration. This was a momentous moment of 2018 that all our team had worked hard to achieve, and wow, did it pay off!

You can read all about our brand new office space in the recent press release.

We know that 2019 will involve showing off our new home, hosting networking events and making the most of our new space, so watch this space and wait for your invite.

New technology

2018 also brought us the investment in new printing technology in order to meet our customers’ needs. We are now home to a brand new Konica Minolta, which enables us to print up to 630mm wide, and the potential this has given us for future and current print jobs has been very exciting.

new machine

New award nominations.

We attended the LBV Sub 36 awards all thanks to our Studio Manager, Nathan Littler, who was successfully nominated for not one, but TWO awards. So he dug out his best paisley shirt and we headed to the famous seaside resort of Blackpool to attend this prestigious event at The Winter Gardens.

 

Nathan was nominated for Employee of the Year Award and Customer Champion Award; although he wasn’t successful this year, who knows what 2019 will bring? And with Nathan’s determination and passion for design, who knows what he may achieve?

But that’s not all: as well as attending an awards ceremony as nominees, our Production Director, Aaron Shread, also did a bit of judging (and BIBA bending) this year. Aaron was asked to be an official judge at the BIBA awards; he officially judged the Leisure and Tourism award.

As well as hiring new staff, moving offices and being nominated for awards, our team also got up to a few other momentous moments such as;

MEDIA VILLAGE BABIES

  • Giving birth! 2018 brought us TWO new Media Village babies, with our Account Manager, Lauren, giving birth to a gorgeous little boy named Freddie. It is clear to see that Freddie hasn’t struggled to make himself at home in our offices.

Secondly, our Photographer and Studio Manager, Michelle, gave birth to a beautiful girl named Ebony Mae, which of course meant our MD, Steve, had another beautiful granddaughter to welcome to the world of print and design.

Ross took his well-deserved place as Vice President at his BNI group.

His group made some amazing achievements this year!

It’s safe to say we did our bit for charity…

OH! and…

We organised, collected and donated a grand total of 868 meals to Blackburn Foodbank this Christmas!

We did a bit of globe hopping too,

Two of our Graphic Designers also got up to some pretty impressive things this year. Starting with Georgia, who casually climbed Snowdon one weekend…

Additionally, Sara also went on the trip of a lifetime and travelled around America. You can see some of her amazing photographs from this trip here and on our social media.

Tom, our former Account Manager, said his goodbyes this year and moved to the other side of the world to pursue his travelling ambitions. Although this was a huge loss for the Media Village, we wish Tom all the best on his travels and hope to see him back in our new office one day.

In between all of that, we did this..

We attended a Masquerade ball organised by The Mall Blackburn for their Retailer Awards of the Year. We work very closely with The Mall Blackburn, providing them with signage, advertisements, print and design work. Therefore, it was great to be invited to such an amazing event.

ATTENDED BYZ QUIZ QUEST & HOSTED A #BIGBREWUP

We got our quiz on at the annual BYZ Quiz Quest in association with Cummins Mellor. We had prepped for the big moment all year (mainly in the pub after work on a Friday) and our team did us very proud finishing in the top 10.

Successfully hosted and organised a #BigBrewUp and ate lots of cake – for a good cause, of course! We raised £170.00 for SSAFA charity, which if you are not aware of is a charity for the armed forces. With our military background and Steve Shread, our MD, being a loyal member of the Royal Navy for many years, this charity was very close to our hearts.

HAPPY 21ST BIRTHDAY MEDIA VILLAGE

We turned 21 this year so we looked back on our history, what we had achieved and celebrated our 21st birthday!

Our studio got creative…

We captured some amazing moments…

BRING ON 2019…

12 Brand Archetypes

You may have heard of brand archetypes before, but have you ever stopped to consider how they apply to the success of your brand? Or even how they could influence your strategy and communication? When used correctly, brand archetypes actually have the power to help identify your brand’s best features.

However, it is understandable if you have never come across the word archetype before, as this topic is still widely undiscovered outside of the marketing world.

The definition of an archetype is a collectively inherited, unconscious idea/pattern of thought or image universally present in individual characteristics. Sounds really complicated, right? But, you can find a modern example of an archetype by just looking at a character in the latest blockbuster or bestselling book. For example, some people may go as far as saying that they “love” their favourite brands, that their connection with them is based on feelings. But some may say it sounds stupid to say that you have feelings for a brand and never understand this statement.

However, the answer lies in how that specific brand makes you feel, the way they communicate with you, and the values that brand holds. Some of the most loved brands are successful because they tailor their communication through personality that satisfies the consumer and evokes positive feelings.

 “Experts estimate 90% of all purchase decisions are made subconsciously.”

In the marketing world, a brand archetype is a genre you assign to your brand based upon symbolism. This can embed your brand identity, assign brand culture and guide your brand strategy in order to be successful.  Carl Jung, a psychologist, is the main person responsible for creating the 12 brand archetypes and documented them in his book, `The Hero and the Outlaw`, which brings the personalities of the 12 archetypes to life. Secondly, by determining your brand’s archetype, you give it a personality and meaning that can be portrayed to your target audience successfully.

After all, today’s consumers don’t just buy products, they are much savvier; they buy the meaning and the reputation behind the brand. Therefore, today’s consumers create a brand persona: a personality behind that brand that influences their decision whether to buy that product or not.  Furthermore, leveraging your brand archetype is the most powerful way to unlock its true potential and aid you to building a successful marketing strategy.

Consequently, we understand that finding your voice as a small business and deciding on your personality for the future can be difficult and appear to be an extremely daunting task.

However, once you have found the archetype that suits your brand, your marketing department can begin to talk the way they talk, share what they share and embrace the personality behind your brand to add further value for the consumers. Sticking to one brand archetype can save you time, money and help you interact with your customers more successfully.

Some design and marketing agencies will charge a fortune to create a unique persona for your brand; however, it needn’t be that complicated (or expensive). You can book a FREE design consultation with our team; we can sit down and chat about what makes you, you, and decide together which archetype suits your brand well enough to be successful.

The earlier on in your company’s journey that you uncover your brand’s true identity – the character your brand is meant to live out – the sooner your team can begin living it, and leaving a lasting impression in your audience’s minds.

As it’s December, we thought we would make this blog a little bit more festive by using some festive character examples, in order to explain these archetypes more easily.

 

 

So, let’s start with archetype number one…

1.The Innocent

  innocent archetype

The first archetype is The Innocent, and their main priority is to simply be happy.

The Innocent customer profile prefers straight-talking, gimmick free advertising; at their very best,

they are brave and determined.

 

The first character for the Innocent archetype would be Mr Poppy from the film, The Nativity.

Anyone who has seen this movie will understand that Mr Poppy’s main priority is certainly to be happy; providing positivity, a sense of fun, and very strong values when it comes to entertaining and caring for the children at his school.

Companies that adopt the Innocent archetype normally have similar traits to Mr Poppy himself: strong values, trustworthy, reliable and honest. Therefore, an example of an Innocent company would be Dove.

Dove’s overall brand personality highly reflects the traits of the Innocent archetype. Dove have recognised that the image of beauty, as widely promoted by the industry itself, is not realistic and instead have offered a simple solution for women around the world to accept and love themselves the way they are. This strong statement links to an archetypal personality trait of being honest, and by encouraging women to be happy in their own skin fits the motive of an Innocent – which is to simply be happy. However, Dove seems to exemplify the Innocent with the goal of achieving a pure life by doing the right things. In other words, to be happy, ‘free to be yourself’ could be the motto of this archetype and fit Dove’s mission perfectly

2. The Everyman

everyman archetype

The main priority of this archetype is to connect with others; they are down to earth, show a sense of belonging and the common touch.

In a company form, at their best they are friendly, empathetic and reliable – appreciating quality and dependability in their brands.

They prefer the familiar to the strange and will emotionally invest in brands that they trust.

 

For this archetype we thought of Arthur Christmas, a seemingly regular guy who is friendly and reliable.

An Everyman character like Arthur Christmas tends to demonstrate the ideals of hard work and honesty, and embrace common sense values. A company of this archetype would not promote ‘luxury’ items or buy items to boost their status level; they simply just appreciate quality and reliability in their products.

An example of an Everyman company would be PG Tips; all their adverts are set in a typically British setting, and just by enjoying a cup of PG Tips, they can make you feel at home. Their adverts show real people, all feeling equal by enjoying a cup of PG Tips. It shows Everyman personality traits by giving people a sense of belonging: an everyday functionality at a low to moderate price

3. The Hero

hero archetype

This particular archetype is bold, strong and confident; in terms of a brand they have a positive impact on the world and their customers.

The customers of these particular brands value quality and efficiency in their products.

The stereotypical customer of these brands feels empowered by this brand and its impact on the world.

 

In relation to Christmas, we chose Jack Skellington as our Hero archetype, as he is a character who wants to help improve his world and we think could be influenced by strong, powerful brands.

Jack follows the formula of a tragic hero; he tends to be enthusiastic, inclusive and expresses his opinions in order to cause change.

We would say that Nike is an example of a Hero company, as they strive to make an impact on the world of sport. Known for its ‘Just Do It’ campaigns, Nike pioneered the way for regular people to step into the shoes of their athlete idols. Advertisements ask customers to step outside of their ordinary worlds to reach the peak of performance; they ask customers to stop being fans and start pushing them to become stars again.

Superman, Wonder Woman and Batman are known as Hero archetypes; they thrive where challenges await them and make the world a better place by ‘fighting the bad guy’, Nike carry the persona of thriving when a challenge awaits them – their famous slogan, ‘Just Do It’ is a prime example of this.

4. The Outlaw

outlaw archetype

Known for being rebellious, wild, and paving the way for change, Outlaw brands are noticeably different and don’t like to follow everybody else’s rules.

The customer personas of these brands appreciate the unconventional and forcefully reject anything seen as traditional.

 

Our Christmas character for this archetype would be The Grinch, of course – a clearly out of control character who strives to break the rules and fight authority (or just simply anything Christmas).

Comparing this to an existing company we would say that the nearest company for this persona would be Virgin. Firstly, just the name of the company itself is outlandish and rebelling against the boundaries of acceptability – bearing in mind that this would have been an incredibly rebellious name back in the 80s.

Whatever industry Virgin have been part of, whether it be banking, travel, entertainment or communication, they have been one of the most disruptive brands with an incredible curiosity to become early adopters of pretty much everything!

5. The Explorer

explorer archetype

The Explorer archetype stems from a need to be individualistic and have purpose or meaning. This archetype strives to answer the questions “What am I here for?” and “What is my purpose?” by exploring and learning from the world around it.

Adventure is a means of enlightenment and the Explorer is focused on self-discovery and self-sufficiency.

 

Our festive character for this archetype would be Hero Boy (Chris) from the movie Polar Express. This Christmas movie is all about an adventure, exploring and the desire for discovery, therefore the main character Chris would fit the Explorer archetype perfectly.

An Explorer consumer is always looking for new experiences to make them feel alive, to strive through their independence and to have a promise of adventure.

Red Bull is a great example of an Explorer company; they are pioneering, adventurous and are the complete opposite of corporate. They are well known for sponsoring adventurous and extreme sport events that match their personality.

Tending to be critical of the establishment, the Explorer desires to be free from constraints; but instead of challenging the establishment (as a Hero or Outlaw might), the Explorer simply goes off in a different direction, seeking a new path. Ultimately, all it desires is the freedom and joy of discovery.

6. The Creator

creator archetype

They can also be known as the inventor, artist, writer or even an entrepreneur. Their main aim is to create something with meaning and enduring value.

A Creator company promotes self-expression, gives customers choices and helps foster innovation.

If your organisation has a creative culture and you want to help customers express  their imagination, you should follow a Creator marketing strategy.

 

Our festive character for the Creator would be the Christmas elves, the best toy designers and artists around stimulating the imagination of the children to create their gifts.

An example of a Creator company would be Lego; it is almost self-explanatory as to why we have used this company as an example of a Creator archetype. Its famous product is one of the most popular creative toys in the world and the company’s mission “to inspire and develop the builders of tomorrow” proves that the brand is truly committed to developing the creativity of children and stimulating their imagination.

Therefore, if you thought the Creator is the brand archetype that you should approach and portray then you could start by working on creative designs, prints and spark imagination through your creative branding.

7. The Ruler

ruler archetype

The Ruler archetype creates order from chaos, is seen as a leader and a role model.

 

A great example for The Ruler would be the Queen her majesty herself, linking her to the Christmas theme with her royal speech every year on Christmas day. It has become tradition in most UK households to sit and listen to the Queens speech.

An example of a Ruler company would be Rolex, a sophisticated brand that is one of the clear leaders in their industry; they have dominated the industry for high-end watches for over a century. The image of a Rolex promises power and the status associated to it aligns with the traits of a Ruler archetype. Therefore, it is obvious that Ruler consumers are typically concerned with image, status or prestige products. They are drawn towards Ruler brands to use their products to influence how others perceive them.

Your Ruler archetype might be good for your brand identity if;

  • It empowers people to maintain or enhance their grip on power.
  • You want to differentiate it from more populist brands or one that is a clear leader in the field.
  • It makes people more organised.

8. The Magician  magician archetype

The eighth archetype is `The Magician`, known for being visionary, imaginative, and inspiring change.

A clear company example of this would be Disney, making magical moments come true for everyone.

 

Of course, the most magical festive character of Christmas is Father Christmas whose main aim is to make dreams come true.

If your brand suits The Magician identity, then your consumers may like inspirational messages and images that can help foster their imagination. For example, taking a look at Disney’s branding you can see these characteristics stand out in their tone and image choices.

The Magician could be the right identity for your brand if the product or service is transformative, helps people transform their world, inspire change and foster imagination.

9. The Lover

lover archetype

As you can tell from the title, this archetype is all about creating relationships and evoking emotions.

This type of archetype wants to make people feel special, passionate and represents

anything that pleasures the senses – beautiful things, indulgent foods, perfume.

 

Sam from Love Actually would be the perfect example of `The Lover` archetype. His dedication to seek Joannes love and the efforts he goes to just to create a relationship with her , shows his loving characteristics.

An example of a company that uses the Lover identity would be Dior, who promote themselves as glamorous with an emphasis on sensual pleasure.

The typical lover consumer wants to feel special, valued and they want brands that love them back. If their needs aren’t met, brands risks losing them to a competitor that can make them feel special again. Also, Lover consumers are likely to be drawn to premium brands that will make them seem more attractive to others.

10. The Caregiver

caregiver archetype

The main mission of a Caregiver archetype is to care for and protect others, they normally help people care for themselves

or offer a caring service in some form.

Brand categories that typically exemplify the Caregiver include insurance, healthcare and baby products.

 

The festive character we would associate with this archetype would be Cindy Lou Who. She is a caring, protecting character that always sees the good in people – even the Grinch! Her personality and empathetic nature would show clear traits that make her a Caregiver.

For example, Johnson & Johnson’s ads appeal to the Caregiver archetype because their products are affordable and needed for at home care. They feature mothers, who are prominently the biggest care-giving character, routinely using their products to provide comfort for their babies.

If your brand supports families, offers a service which could be seen as caring or protecting, or is a non-profit charity, then your archetype would certainly be the Caregiver.

By showing that you are caring for others, this builds trust and reliability in your brand to provide what they promise. Therefore, this should be a main brand value for the company; otherwise it may cause some confusion.

11. The Jester

jester archetype

As the name demonstrates, brands that adapt this persona like to bring joy to the world and fear boredom over everything.

Jester brands motivate people to see the value of having fun, connecting with their inner child and standing out from the crowd.

 

Our festive comparison for this archetype is Olaf from the film Frozen, who I think we can all agree is definitely a Jester character.

They also have a strong ability to think outside of the box, which means that their ideas are normally very creative and innovative. Additionally, Jester brands promise entertainment, light-hearted content and a good time. The marketing of Jester brands may be unconventional, some may even say unprofessional, but the bright coloured, high energy content they produce fits their target audience perfectly.   Jester brands are normally associated with younger people, for example Smiggle, the stationery store, whose motto is ‘Where a smile meets a giggle’.

However, there are some Jester brands that no matter what age you are still promise to release your inner child. For example, Skittles, their adverts are anything but boring and use a playful, unusual marketing strategy that attracts customers.

12. The Sage

archetype sage

Finally, the last archetype is the Sage and their main goal is to help the world gain wisdom.

Sage brands promise learning, teaching knowledge and are normally a source for information.

 

Our festive example for this archetype would be Clarence from It’s A Wonderful Life, Clarence is like that hilarious uncle but he is also incredibly wise! He provides support, learning and teaching to George to show him just how wonderful life can be.

The voice and vibe of these brands are normally analytical, informative, factual and researched. They normally also publish statistics and provide facts.

The Sage brand archetype seeks the truth and wants to find the good and the wisdom in all situations. Sage brands will promise learning and teaching knowledge and therefore will often make use of their higher levels of vocabulary or symbolic imagery. Guided by truth-seeking, the Sage is most fulfilled by finding answers to the most challenging questions. Whilst demonstrating intelligence, knowledge and keen problem-solving skills, Google is probably the most significant Sage of our time.

Customers of the Sage believe that knowledge and information comes from growth and is constantly looking for new sources of information. Customers are likely to be drawn in by advertising that challenges them to think in a completely different or new way.

  • It provides expertise or information to customers.
  • It encourages customers to think.
  • It is based on new scientific findings or esoteric knowledge
  • It can be supported by research-based facts.
  • Wants to differentiate themselves from others, whose quality or performance is suspect.
  • Helps people to better understand the world, provide practical information and analysis.

Another example of a Sage company would be BBC News, their main motto is to help people understand and provide help.