Projecting an accurate image through your corporate identity and branding is essential; as this is often the first contact a prospective client or customer has with your organisation first impressions can be the only one that counts!

As you probably know, corporate identity is not just about placing a piece of clip art on everything from your letterheads and invoices to your power point templates. The philosophy, culture and your offering all need to be integrated into this important visual representation of who your business is and what it does. While it is a creative process, it certainly doesn’t have to be difficult and can indeed be an enjoyable journey of discovery.

A corporate identity should be:

* Consistent - To avoid confusion and to convey a sense of stability and reliability in your product or service it is important to convey a consistent corporate identity.

* Indicative - A corporate identity should reflect your organisation’s values, the direction you are headed in and the products or services you offer.

Through conveying a consistent corporate identity you can begin to build a recognisable brand, and instil confidence that your organisation will deliver what it promises to its clients or customers. A strong brand breeds loyalty, goodwill and trust, making selling easier, faster and cheaper.

Whether looking to refresh or overhaul an existing brand, or launching a totally new idea, Connecting Images will distil your message into a meaningful, memorable, distinctive symbol.

For more information, contact Merilyn or Cal on (03) 9819 2566.

Next time you’re writing, try this: Tell your reader why they should care first - then give them the context.

You’ll notice when reading many articles or media releases, they start by describing the ‘who, what, where, when’. This can take a paragraph or three. As a result, the most interesting, relevant information (the part that makes you want to read on) is buried in the middle or at the bottom of the story.

So how can you be more engaging? Here’s an example, if an employee has won an award, put the information about what the win means first. So, if it means that their peers or customers have recognised them as the best in the industry for the year, say that!
Then, in the following paragraphs, give the details such as the award’s name and which body granted it, who voted/judged, and where and when it was awarded.

If you’re uncertain, read your draft article back, pick out the most news-worthy sentence and move it to the top. Then, re-work your copy accordingly.

This absorbing ad isn’t describing the car or its features - it doesn’t need to, because it communicates so clearly the experience of owning the car. Voila!

Details vs. benefits

So often when people write copy, they write details.

They describe all the features of their product/service. But they don’t touch on the benefits that buying will bring.

People don’t buy features. They buy the benefits that your product/service brings them, because of those features. When you’re writing, write to a customer who’s thinking: ‘What’s in it for me?’

What are you communicating that will overcome the obstacles blocking your potential customers from purchasing? - whether those obstacles be them doing it themself, not doing/buying it at all, or buying from someone else.

I heard a fantastic ad on 3AW the other day. It was just a standard radio ad - no fancy dialogue, no music, nothing attention-grabbing at all. It was for a carpet company over in Moorabbin. Now, I am not the slightest bit interested in buying carpet (nor in listening to 3AW for that matter - unfortunately my 17-year-old brother seems to have inherited the soul of a middle-aged man). But I stopped to listen, because right away I knew that it was a great ad.

The ad focussed on how easy the company makes it for you to buy carpet. It stated that the roll you see in the shop is the roll you buy. This company has recognised the fear associated with ordering carpet. People are concerned that what is eventually laid down in their home will be a variation in colour, or not the same quality, or have a fault. The company is addressing that fear head-on. It is essentially saying to its customers: ‘With us, you don’t have to worry. What you see is what you get.’ And that is a benefit to the customer. There’s a fair chance customers will feel more comfortable buying from this company than from the company down the road - the one that’s offering quality carpets in a wide variety of textures and styles.

Details are dry. And more often than not, consumers have heard it all before. Benefits go to feelings and emotions - which how the majority of people make their purchase decisions.

Write benefits, not details.

Today’s environment is increasingly driven by user-generated content. You can see examples everywhere - every song or album you buy on iTunes brings up five other artists that customers with the same taste have also bought. On Amazon, it’s the same story.

More than ever before, we’re trusting others who are like us, rather than what the companies we buy from are telling us. Makes sense, really.

With this philosophy in mind, I reckon one way to differentiate your brand from all the others out there is to market with a little more personality. Of course not to the extent that you jeopardise your professionalism, and you need to know your market, but the benefit is that customers will feel like they’re talking to people who are talking to them. And that’s the next best thing. People want the brands they use to say something about who they are as a person. (Why else would Virgin introduce bright pink, stylish credit cards?!)

Here’s some websites to check out that really communicate the company’s personality:

www.wordpress.com - Click through to the ‘Learn more about what sets us apart page’. The WordPress team fesses up to being ‘a group of geeks’, and for the most part steers clear of technical jargon in favour of humour. Also check ’sign up for a blog with us’ - there’s only three steps (Username, Email Address, and Legal Flotsam - which invited me to ‘read and agree to the fascinating terms of service’. What a way to say ‘terms and conditions’ - it was the icing on the cake and it made me sign up!

www.losamates.com.au - Melbourne Mexican restaurant. Check the About Us page - sample quote: ‘If you don’t speak Spanish, don’t worry, we live in an area where not many people can speak English… they all live at the back.’ (The food and drink here is delicious, and the place has a ramshackle feel about it, as if you’re dining in someone’s kitchen. Sometimes they forget to bring your drinks, sometimes you ring to book and they reserve your table on the wrong date… but the experience of eating there, and the lovely staff, means that it all just adds to the authenticity.)

www.chezolivier.com - Melbourne French restaurant/wine bar. From the delightful, personalised sketch on the home page to the friendly, unpretentious copy throughout and the fun Olivier’s Team page, this site makes you feel welcome.

www.trampolinehq.com.au - Just clever. The employment page is of particular interest as a way to attract great staff - you’re not an ice-cream scooper, you’re an ice breaker!

Recently one of our team members placed two online orders on the same day. Both from small web businesses selling the wares of young, independent designers online.

One order (a pendant) arrived wrapped in tissue and packaged in a small gift box, invoice enclosed.

The other (two tiny badges) arrived wrapped in tissue, invoice enclosed. It also included a free tiny badge and a handwritten note from the owner thanking me and hoping we enjoy the purchase. The order (including postage) cost $11. We’ve also been added to the site’s database, and receive an email from them every month with new or featured products.

There was nothing wrong with the first company - the order was delivered safely and on time. Therefore, its impact was neutral - it delivered what I expected. But the impact of the second company was to leave us surprised and delighted - it exceeded our expectations.

What are you doing to make your customers to feel excited about their purchase from you? While not every business can afford to write a handwritten thank you, all businesses can adopt the principle of exceeding expectations. And, don’t forget you can never say ‘thanks’ enough.

The good news? Sponsorship can be one of the most effective ways of getting your message across directly to your existing and potential customers.

The even better news? Sponsorships aren’t restricted to big corporations with even bigger marketing budgets. By actively seeking opportunities to get involved with smaller, targeted, more affordable sponsorships, your business can enjoy the benefits too. Being involved in the wider community is especially important ifyour business relies heavily on referrals or foot traffic, as it’s an opportunity to get ‘up close and personal’ with your target market.

Sponsorship benefits:

• Brand awareness – Affordable and unique way to get your brand in front of a targeted audience who you might not otherwise have reached
• Loyalty – Nurtures an emotional connection between your brand and your target market. Forging such a relationship can result in brand loyalty
• Image – Some of the magic and/or goodwill of the sponsorship vehicle is transferred to your brand
• Networking – an opportunity to make connections with other sponsors which could lead to future partnerships/business opportunities
• Media exposure – sponsored events often inherently create newsworthy stories. All you need then is Connecting Images to come up with and pitch the relevant angles to the media.

Because sponsorship primarily addresses brand health and involves relating on an emotional level, it’s unlikely to cause an immediate spike in sales. But, if entered into with a committed, long-term approach, sponsorship is fruitful and its benefits tangible. Look for partnerships and events, which are aligned with your company’s message and commitment.

Your sponsorship tells a story about what your business stands for. An innovative sponsorship project managed by the CI team recently: PROFITABLE HOSPITALITY – major sponsor of Restaurant & Catering Australia’s Best Hospitality Website Award. This category is part of the National Awards for Excellence program through the peak industry body, Restaurant & Catering Australia.

The audience is a key segment of Profitable Hospitality’s target market. Profitable Hospitality leverages its sponsorship of the Award through proactive promotion of the category in online educational articles and media contributions. In return, Profitable Hospitality has achieved widespread media exposure, has increased recognition for its online marketing expertise and its own website, its services and products as well as receiving solid and sustained support from the R&CA. The 2006 winning website is Nathania Springs.

An elated pair! JF(Jean-Francois) Celerier and Jason Deacon of Nathania Springs Receptions.