In a world where the fear of judgment and rejection lurks in the back of our minds, “authenticity” has become a buzzword in the digital space and a powerful driving force behind successful branding. As the popular saying goes, “your vibe attracts your tribe,” suggesting that being true to yourself can lead to meaningful connections with like-minded individuals. The ultimate aim of any brand strategy is to humanise the business, but what exactly does that entail? In this article, we will explore the misconceptions surrounding authenticity and uncover approaches that corporate businesses can adopt to create a stronger connection with consumers and aspire to a greater missions

The illusion of perfection

The pursuit of perfection is a never-ending and exhausting journey. It’s a totally subjective concept which sees many corporate brands chasing trends and consumer preferences to keep up with the shifting landscape. This is where we see that the pressure to maintain an ideal image becomes a liability rather than an asset.

Consumers no longer buy into the notion of perfection and are subconsciously waiting for the opportunity to debunk the illusion. A lack of consistency and care in execution ultimately creates a lack of trust with the consumer.

If trust is not established through a transparent mission, consumers will inevitability question the brand’s claims and seek companies that offer a genuine commitment to providing the best possible customer experience.

Do you know how to measure how your consumers are experiencing your brand and are you able to identify areas for improvement?

Aligning your mission with greater impact

As we’ve discussed, an authentic brand transcends monetary exchange. Instead, a brand’s mission should encompass a more profound impact, inviting consumers to embark on a meaningful journey rather than just reaching a destination.

This shift in corporate mindset requires introspection and reconnecting with the true objectives the brand aims to achieve. Ultimately, it’s about reconnecting with the core purpose of the brand’s existence. An authentic brand mission serves as a guiding compass, offering direction, focus, and unity.

When a brand remains steadfast to its mission, it fosters a genuine connection with its audience, inviting them to actively participate in the brand’s larger purpose. In essence, a well-defined and purposeful brand mission forms the bedrock of authenticity and for companies to stay true to their mission, this strengthens the bond with its audience by cultivating a lasting sense of meaning and loyalty.

Do you have the tools in place to reevaluate your mission to connect with a impactful journey rather than a consumers destination?

Connecting through shared values

Our spending habits say a lot about who we are, whether it’s choosing free-range eggs at the supermarket, splurging on an all-inclusive holiday to Ibiza, or investing in a pair of vintage Dr. Martens. Money isn’t just a means of exchange; it’s a way to express ourselves. When we decide where to spend our money, we seek more than just a product or service – we look for a deeper meaning and a sense of identity, with the ultimate desire to connect to a community that supports those values.

As brands strive for authenticity, marketing has experienced a significant shift with the emergence of personal brands. These individuals fearlessly share their lives, vulnerabilities, and passions, gaining devoted followings along the way. Corporate brands can take valuable cues from their approach.

By showcasing their true selves, companies can nurture intimacy and relatability with their audiences, placing community-building above mere product promotion. This entails being open about their values, beliefs, and even imperfections, allowing for a deeper connection with their customers, who can relate to and resonate with genuine human experiences.

Are your company values aligned with your customers values and how does your team, from top management to front-line employees embody these values?

Branding expertise is part of Speed’s DNA. Reach out to us now to get started.

Statement typography is the use of bold and attention-grabbing fonts in branding and marketing materials. This approach can be a powerful tool for companies looking to differentiate themselves and make a strong impression on their audience.

Here are a few ways that statement typography can benefit a brand:

1.  Increased attention: Statement typography can grab the attention of consumers and stand out in a crowded marketplace. By using bold and attention-grabbing fonts, companies can create marketing materials that are more likely to be noticed and remembered by consumers.

2.  Improved brand image: Statement typography can help to create a strong and memorable brand image. By using unique and distinctive fonts, companies can differentiate themselves from competitors and create a more memorable brand identity.

3.  Enhanced brand personality: Statement typography can help to communicate the personality of a brand. By choosing the right font, companies can create marketing materials that reflect the tone and style of their brand and help to connect with their audience on an emotional level.

4.  Greater flexibility: Statement typography can be more flexible than traditional branding materials. By using bold and attention-grabbing fonts, companies can create marketing materials that are more adaptable to different situations or channels. This can be especially valuable in today’s fast-paced and constantly changing digital landscape.

Overall, statement typography can be a powerful tool for companies looking to differentiate themselves and make a strong impression on their audience. By using bold and attention-grabbing fonts, companies can create marketing materials that are more likely to be noticed and remembered by consumers and enhance their brand image and personality.

New-eco branding, also known as sustainability branding, refers to the practice of incorporating environmental and social sustainability into a company’s branding and marketing efforts. This approach is designed to appeal to consumers who are increasingly conscious about the impact of their purchasing decisions on the environment and society.

One key benefit of new-eco branding is that it can differentiate a company from its competitors. By demonstrating a commitment to sustainability and social responsibility, a company can stand out in a crowded marketplace and attract consumers who are looking for environmentally and socially conscious products and services.

Build trust with transparency

New-eco branding can also help to build trust with consumers. By being transparent about its sustainability efforts and communicating the positive impact of its products or services on the environment and society, a company can demonstrate its commitment to doing good in the world and create a sense of authenticity that resonates with consumers.

In addition to these benefits, new-eco branding can also have a positive impact on employee morale and retention. By clearly communicating its sustainability efforts and values, a company can create a sense of purpose and meaning for its employees, which can lead to increased job satisfaction and a more positive working environment.

Stay true to your principles

To effectively implement new-eco branding, companies need to be genuine and authentic in their communication of their sustainability efforts. This includes aligning their actions with their words and being transparent about their operations and decision-making processes. It is also important for companies to stay true to their sustainability values over time, rather than simply using them as a marketing tactic.

Overall, new-eco branding is a powerful approach that can help companies to differentiate themselves, build trust with consumers, and create a positive impact on employees. By incorporating sustainability and social responsibility into their branding and marketing efforts, companies can appeal to consumers who are looking for environmentally and socially conscious products and services. This approach can be especially effective in today’s digital age, as consumers are increasingly conscious about the impact of their purchasing decisions on the environment and society. By demonstrating a commitment to sustainability and social responsibility, companies can create a deeper connection with consumers and differentiate themselves in a crowded marketplace.

Nostalgia branding refers to the use of nostalgic elements in marketing and branding efforts. This can include using nostalgic imagery, music, or themes in ads, or reviving old products or brands from the past. Nostalgia branding can be an effective way for companies to tap into consumers’ memories and emotions and create a sense of familiarity and nostalgia for their brand.

One key benefit of nostalgia branding is that it can create a strong emotional connection with consumers. By tapping into nostalgic memories and experiences, companies can create a sense of familiarity and comfort for consumers, which can lead to increased brand loyalty and positive associations with their products or services.

Stand out from the pack

Nostalgia branding can also help to differentiate a company from its competitors. By using nostalgic elements in their branding, companies can create a unique and memorable brand image that stands out in a crowded marketplace.

In addition to these benefits, nostalgia branding can also be an effective way for companies to appeal to a wider audience. By using nostalgia as a marketing tool, companies can appeal to a wide range of consumers, regardless of age or demographic.

Position your brand carefully

To effectively implement nostalgia branding, companies need to be authentic and genuine in their use of nostalgic elements. This includes using nostalgia in a way that is relevant and appropriate for their brand and avoiding the use of nostalgia purely as a marketing gimmick.

Overall, nostalgia branding can be a powerful tool for companies looking to tap into consumers’ emotions and create a strong emotional connection with their brand. By using nostalgic elements in their marketing and branding efforts, companies can differentiate themselves from competitors, create a memorable brand image, and appeal to a wide range of consumers.

Mission first branding, also known as purpose-driven branding, is a powerful approach that involves aligning a company’s brand identity and marketing efforts with its mission and values. This approach places a strong emphasis on authenticity and purpose and is designed to create a deeper connection with consumers by positioning the company as more than just a provider of products or services. By prioritizing mission first branding, companies can differentiate themselves from competitors, build trust with consumers, and create a positive impact on employee morale and retention.

Set out your purpose

One key benefit of mission first branding is that it helps to differentiate a company from its competitors. By clearly communicating its values and purpose, a company can stand out in a crowded marketplace and attract consumers who are looking for products and services that align with their own values. This can be especially important in the digital age, as consumers are increasingly looking for brands that align with their own values and beliefs.

Mission first branding can also help to build trust with consumers. By being transparent about its values and purpose, a company can demonstrate its commitment to doing good in the world and create a sense of authenticity that resonates with consumers. This can lead to increased customer loyalty and positive word-of-mouth marketing, which are important factors in driving brand success.

Authenticity is crucial

To effectively implement mission first branding, companies need to be authentic and genuine in their communication of their values and purpose. This includes aligning their actions with their words and being transparent about their operations and decision-making processes. It is also important for companies to stay true to their mission and values over time, rather than simply using them as a marketing tactic.

Overall, mission first branding is a powerful approach that can help companies to differentiate themselves, build trust with consumers, and create a positive impact on employees. By aligning their branding efforts with their mission and values, companies can create a deeper connection with consumers and demonstrate their commitment to doing good in the world. This approach can be especially effective in the digital age, as consumers are increasingly looking for brands that align with their own values and beliefs.

Using humour and satire in branding can be a powerful way for companies to differentiate themselves and engage with their audience. When used effectively, humour and satire can help to create a memorable brand image and generate positive associations with a company’s products or services.

There are a number of benefits to using humour and satire in branding, including:

1.  Increased attention: Humorous and satirical ads can grab the attention of consumers and stand out in a crowded marketplace.

2. Improved brand experience: Humorous ads can create a more positive and enjoyable brand experience for consumers, which can lead to increased brand loyalty.

3.  Engagement on social media: By incorporating humour and satire into their social media presence, companies can create a more engaging and interactive brand experience for their followers.

4.  Building relationships with customers: By using humour and satire in branding, companies can build relationships with customers and create a more positive brand image.

5.  Increased brand visibility: Using humour and satire in branding can help to increase a company’s visibility and reach a larger audience. This is especially true on social media, where humorous and satirical posts are often shared and spread widely.

6.  Greater credibility: Humour and satire can also be a way for companies to build credibility with their audience. By showing that they are able to approach sensitive topics with humour and wit, companies can demonstrate their intelligence and sophistication.

7.  Improved customer loyalty: By creating a more enjoyable and memorable brand experience for customers through humour and satire, companies can improve customer loyalty and increase the likelihood that customers will continue to do business with them in the future.  

It is important for companies to be careful when using humour and satire in branding, as it can be a sensitive topic and not everyone may find the same things funny. However, when used effectively, humour and satire can be a powerful tool for companies looking to differentiate themselves and engage with their audience.

Overall, using humour and satire in branding can be a powerful way for companies to differentiate themselves and engage with their audience. By creating humorous and satirical marketing materials and incorporating humour into their social media presence, companies can create a more memorable and positive brand experience for consumers and enjoy the many benefits of using humour and satire in branding.

Rebranding in the 21st century has become increasingly digital, as companies seek to update their brand image and reach a wider audience online. In the past, rebranding may have primarily involved updating a company’s physical marketing materials, such as its business cards and promotional materials. However, in the 21st century, the digital landscape has created new opportunities and challenges for companies seeking to rebrand.

Digital first

One major change in rebranding in the 21st century has been the increased importance of the online presence. In the past, a company’s website may have been a secondary consideration, with the focus being on more traditional marketing channels such as television, radio, and print ads. However, in the 21st century, a company’s website is often the first point of contact for consumers, and it is therefore crucial for a company’s website to accurately reflect its brand image.

Another change in rebranding in the 21st century has been the rise of social media. With platforms such as Facebook, Twitter, and Instagram, companies can now interact directly with their customers and build relationships with them in a more personal way. This has given companies greater control over their brand image and has made it easier for them to respond to customer feedback and address any issues that may arise.

Reaching out

In addition to these changes, the 21st century has also seen the emergence of new rebranding techniques, such as influencer marketing. This involves partnering with influential individuals or groups on social media to promote a company’s products or services. This can be an effective way for companies to reach a larger audience and build credibility, as influencers often have a loyal following of dedicated fans.

Overall, rebranding in the 21st century has become increasingly digital, with the rise of the internet and social media playing a major role. Companies are now able to update their online presence, interact directly with their customers through social media, and use new techniques such as influencer marketing to promote their brand. As technology continues to evolve, it is likely that rebranding will continue to change and adapt in the coming years.

In the 21st century, branding has become increasingly important as companies compete to differentiate themselves in a digital landscape. The internet and social media have provided new channels for companies to communicate their brand to consumers, and as a result, branding has undergone significant changes in recent years.

Let’s get personal

One major change in branding has been the shift towards personalisation and customisation. With the proliferation of data, companies are able to tailor their branding efforts to individual consumers, using targeted ads and personalised recommendations on social media and e-commerce sites. This allows companies to build stronger relationships with their customers and create a more personalised brand experience.

Another change in branding has been the increased focus on customer experience. In the 21st century, companies are recognising the importance of the overall customer experience in building a strong brand. This includes everything from the design of a company’s website and social media presence to the way customer service is handled. By prioritising the customer experience, companies can create a positive brand image and foster customer loyalty.

The social side of branding

The rise of social media has also had a major impact on branding. Companies can now interact directly with their customers through platforms such as Facebook, Twitter, and Instagram, allowing them to build relationships and engage with their audience in a more personal way. This has given companies greater control over their brand image and has made it easier for them to respond to customer feedback and address any issues that may arise.

In addition to these changes, the 21st century has also seen the emergence of new branding techniques, such as influencer marketing. This involves partnering with influential individuals or groups on social media to promote a company’s products or services. This can be an effective way for companies to reach a larger audience and build credibility, as influencers often have a loyal following of dedicated fans.

Multi-channel branding is the key

Overall, branding has undergone significant changes in the 21st century, with the rise of the internet and social media playing a major role. Companies are now able to personalise their branding efforts, focus on the customer experience, and interact directly with their audience through social media. As technology continues to evolve, it is likely that branding will continue to change and adapt in the coming years.

Making finance more social

What does your typography say about your brand? Your typeface is a key element in all kinds of marketing – your brand identity, design & print, digital marketing and web & app development. It subtly conveys all kinds of things about your brand personality. But why is that, and what do you need to consider?

People often talk about “font” and “typeface” as if they’re the same thing. They’re certainly related, but there are technical differences between the two. 

Typeface

A typeface is the design of letters and numbers, looking at the weight and shape of letters and numbers. Typeface is sometimes described as a ‘font family’, giving an overall style to lettering. There can be many different fonts within a typeface.

Serif or Sans Serif is a key typeface choice and should be one of the first considerations for your design. Choosing between the two will narrow down the style you want.

Sans-Serif

Serif

A serif typeface is more decorative and has tips at the end of each letter.

There is big debate around which style is the best to use for print or online. Generally, though,  serif typefaces are easier to read in lengthy copy.  Sans serif typefaces feel more modern and casual, and are popular blogs and other web content.

Font

A font on the other hand, is a set of letters in a specific style and size that they are designed in. For example, “Arial” is a typeface, but Arial, size 10, italics, is a font. Basically, this tells a computer and printer how to display the typeface.

It’s easy to see how the two can be confused – but it helps to understand the difference. So how does this fit with branding?

Branding and Typography

Typography forms part of your branding and plays an important role in your brand identity. Getting your font right could mean the difference between having an audience engage with your message, or miss what’s being communicated. So does a bad font change perception?

As an example, let’s look at Gap. The brand underwent a major rebrand in 2010. The original logo showed the word “GAP” in capital letters inside a dark blue square. The new logo resized the blue square and the typeface changed from Serif to Sans, as below.

Before

After

The redesign attracted all sorts of comments, mostly negative. The main criticism was the choice of typeface used – Helvetica was perceived as an old typeface, popular back in the 1960s and 70s, and too big a shift from the previous design. To manage so much complaint, Gap reverted to their original logo.

The new look wasn’t perceived to represent GAP as a fashion brand – many people said it looked like the logo for an IT company or management consultancy.

Ask the experts

When designing your brand, we always give typography major consideration. There’s no doubt that typeface plays a massive role in establishing your brand, creating personality and highlighting your central message. We’ll always test a few options with you to find the typeface that resonates the best.