Category: Branding Services

Brand Voice: The WHAT, WHY & HOW it matters

Post author By Vasim Samadji
Post date Dec 20, 2021
No Comments on Brand Voice: The WHAT, WHY & HOW it matters

Imagine entering a family event and meeting your reticent uncle who doesn’t talk much until you ask or tell him something. But then you meet his enthusiastic world-traveller son, and you both just can’t stop talking and exchanging notes on shared interests established during the conversation! Now think about it, do you give the same attention to both of them? Are you equally engaged talking to both of them? The answer, of course, is no. Just like your uncle and cousin have different personalities and voices, on which your level of engagement with them differs, just like that, brands too can have different voices based on their personalities.

But the million-dollar question, does your brand need a voice? And is it ready to have one? But what even is a brand voice?

Read on to find out answers to these and many more questions from the best known branding and digital marketing company in Ahmedabad.

What is a brand voice?

Every brand has a defining persona that leaves a lasting impression on the audience it interacts with and the customers it serves. This happens through the various ways it communicates with them, through advertisements, social media posts, branding activities, promotions, etc. The language it uses, their flow of words, the personality it imbibes on, is what comes together to form a brand voice that makes people remember the brand and talk about it to others, hence ‘spreading the word’ about it.

How it matters…

A brand’s distinctive voice makes it consistent, memorable and recognisable. A brand increases the awareness of its product, services, ideology, mission and vision through its voice. With the digital landscape now massively crowded, it seems like a competition of who is the loudest. But when a brand maintains its consistency in voice through its words, graphics, pictures, it stands out amidst the din and people are able to identify it out of the crowd.

Defining a brand’s voice…

Don’t know what your brand should sound like? Worry not… everyone starts somewhere, even Coca Cola did. The branding and content marketing teams from one of the best branding companies in Ahmedabad has these five tips for you to figure it out and get started.

Identify the brand’s audience

Every brand must ask this question to themselves first, “Who are we serving?” This question unravels many aspects of the ideal customer a brand wants. It further brings out more questions like, what is their age, what language do they speak, where do they live, how much do they earn and spend, who do they hang out with, do they travel and where, etc…

When a brand starts to find answers to all these questions, they come up with the persona of their ideal customer, and that helps them target and speak to the right audience in the language that resonates with them. For instance, a Taj hotel will speak impeccable English in their posts, but a local café like Eleven11 in Ahmedabad would prefer using slang, puns and jokes in their communication. You get the drift…

Be consistent, and document EVERYTHING about it

The success of a well-defined brand voice lies in the consistency of its application. And to maintain this brand voice, it is important to document every important feature and aspect that defined it in the first place.

This brand voice document must mention the company and brand’s mission, vision, the personality traits of its ideal customer, their vocabulary, the brand tagline & the story behind it, some examples of the correct usage of brand language, and mistakes to avoid.

This practice will be helpful for multiple departments, from the strategist racking his brains over the next promotional campaign idea, to the rookie writer who will be writing for the brand’s social media and marketing copies, to not got astray.

Audit & Edit

Don’t know where to start yet? Simple, look at the last 6 months of promotional activity, communication, advertising and all that marketing jazz done by the brand. Study the language and the tone used in all these posts and advertisements. Identify the points where the brand received a positive response from the target audience and the ones where it didn’t create much of a flutter.

A good brand manager will notice the inconsistencies and start editing out and implementing the ideal brand voice elements from the document as mentioned above. Wondering why this happens? Different writers have different styles of writing, and when there is no structure or plan to follow, these inconsistencies in the brand language and voice start to creep in and stick out. So, always audit and edit every time you feel like the brand is losing touch with its audience.

Maintain brand tone of voice

This again brings us back to the second point, where we spoke out of consistency. And to simply put it, brand voice is WHAT a brand wants to say it, and the tone is HOW the brand says it.

It varies between audiences, and the brand voice document again comes in handy here. Since it contains a response and tone for every situation, from a glowing review to a scathing rebuke online.

It also underlines how a brand makes its announcements, from new launches, price-drops, celebrity endorsements, media features and much more. For instance, a brand like Souled Store were “excited” much to announce its tie up with YouTuber Ashish Chanchlani, while Sabyasachi’s tie up with actress Shobita Dhulipala was subdued, but both brands hit the target.

Some great examples of brands perfecting their communication voice

Coca Cola

Down-to-earth, friendly and very positive. Ever since we all were kids, we’ve seen Coca Cola as a brand that unites, a brand that brings people together, adds life to the party and solves even the biggest crisis when two people share a Coke. It’s captivating red colours, the pristine white waves flowing through it while forming the brand name in cursive lettering has gone on to become a great symbol of friendship.

Uber

Bold yet considerate, simple and consistent. Uber’s brand voice is in true sense, a no-nonsense voice. Its communication is to the point, and audience-first. The brand knows that the people using it will be mostly young professionals wanting to reach work on time and hence can’t really wait to read a witty copy. Even the colour schemes are bold black, simple grey and clean white.

Harley-Davidson

Strong, masculine and confident. Harley-Davidson has always hit the mark when it comes to promoting their bikes. The beauty of their brand voice is that

a.) It addresses its existing audience in their vocabulary, which is rugged and maybe a bit rough on the edges.

b.) It challenges the new viewers to try and be like them and show if they can handle their strong motorcycles.

It resonates very well with the tribe that believes in being rebellious and fiercely independent and believes in freedom and loyalty.

We hope this guide helps you define a distinctive voice for your brands and stand out in the crowd. Or, let the experts at Flora Fountain pick it up for you and hit it out of the park. Drop us a line on hello@flora.ffteam.in

Tags Ahmedabad, Best Digital Marketing Company, Branding Agency, Branding Company, Branding Services, Content Marketing, Digital Marketing Companies, Digital Marketing Company, India

Branding Services

What Should a Logo Include? Don’t Forget These Essential Elements!

Post author By Vasim Samadji
Post date Dec 10, 2021
No Comments on What Should a Logo Include? Don’t Forget These Essential Elements!

So you want to make your customers sit up and take notice, maybe do a little dance of joy and discovery too? So you want to let them know your brand’s story, how different it is from all the competition out there? After all, in the 90s, there were lover boys and then there was Shakhrukh aka Rahul.

Enter BRAND LOGO

And just like in the movies, brand love does happen at first sight. And logos, being the metaphorical face of a brand, are often carriers of the brand’s first impression for new and future audiences. Logos are also a great way to distinguish your brand from other companies with similar products. So let’s dig a little deeper with the experts from one of Ahmedabad’s best-known logo design and branding agencies to find out all that a logo can be and should be…

Brand or pictorial mark
Made up of a graphic symbol or icon which represents a real-world object. A perfect example would be, Apple.
Abstract
Logos which consist of a unique symbol tailor-made for the brand, like the one for Pepsi.
Mascots
These logos are made of images of a character that act as a visual representation of the business, like Colonel Sanders in the KFC logo.
Emblem
Logos which consist of a typeface that sits within a border or a seal. For example, Starbucks.
Dynamic
These are adaptable logos, which change themselves according to the context in which they are being used, instead of having a standard font-color-text combination.
Wordmark
These logos consist of text only with company names, monograms or initials. Think Subway or Coca Cola.
Knowing the whole gamut of logo options, how does one choose which logo style works best for your business? Well, here’s how…

1. Do extensive research

You have only one chance to get the logo right! So, do it properly! And how can you do it? With the help of thorough research. Good research will show how you can explore different logos to create a perfect one for your brand.

Dig deep and research your competitors’ logos as well. Don’t do it, to copy from them, but rather to check what kind of design, scheme and layout they have. See what worked and what didn’t work for them. And with the help of your research.

You should show customers that you are unique and different. Plus, being too close to your competitors could be detrimental, and get you into legal trouble. Moreover, be clear of your audience and find out what colours or concepts work on them.

After your research, create a brand concept that reflects the ethos and goals of the brand.

2. Always have a story

Have you ever seen a big brand without a logo? No, because there isn’t one. Logo tells the story of the brand. And you need to create that story too.

When consumers see any brand logo, they are reminded of the stories of the businesses those logos represent. For example, when people see an iconic Golden Arches, they know it’s McDonald’s. It is a brand which people recognise without even seeing the name. The arches represent the newly-constructed architecture of the first franchised restaurant in 1952. Did you see? A story!

This is how companies which have logos connected to the company’s stories or mission are often the most successful.

3. Keep it simple

When in doubt, remove the extra elements!

Less is more, when it comes to logos. While, it’s fun to play with different colours, images and fonts but using too much of them will lead to a disaster. The more elements you add, the more complicated it becomes. And visually complex logos or overcrowded designs should always be avoided.

Rather than getting carried away with too many options, opt for a simple design with a clear brand message that will hit the right spot of your consumers. Choose the right colours and typography very carefully. It should be easy to read and should have a proper size and well-distributed spacing.

For example, Twitter. The bird with clean lines and blue colour is simple yet effective.

4. Dare to be different

Imagine going to an office party and ending up twinning with two of your colleagues. Do you think people will remember your outfit over someone who wore something different? That is why, in a world where there are no new ideas, your brand needs to have a unique logo which stands out from the crowd and make an identity different from the competitors.

Think out of the box, like Mercedes. The logo of Mercedes is not a car but a three-pointed star which represents the use of Daimler engines on the land, on the sea, and in the air.

Similarly, a fashion brand of Ahmedabad, known as Mulberry Looms, decided to be different. How, you ask? The brand which crafts pure handloom Banarasi silk sarees, lehengas, among other outfits, does not choose to go for the cliché logos like a top of a woman. Rather it incorporated its weaves in the logo.Your goal should also be to make a logo connected with your brand’s values and aesthetics. Experiment till the time you come up with something totally innovative.

5. Choose a responsive logo

In this digital world, businesses are very lucky to have various platforms to promote themselves. Hence, the brand logos are not just limited to visiting cards, they are also visible online to the people sitting online on different devices.

Your logo should be very clear and distinctive on every platform. It should seamlessly fit on the plethora of devices used by consumers.

The best example for a responsive logo is Google. The logo reads full GOOGLE on larger screen and on small screen the logo is compact in its four distinct logo colours.

BONUS TIP

If you are out of ideas but still want a distinctive, original, and intriguing logo, all you have to do is get in touch with the professional logo & Branding design services in Ahmedabad’s Flora Fountain.

Have a question? Drop us a message here. Experience the difference and enjoy the creative process with Flora Fountain. 🙂

Tags Ahmedabad, Branding Agencies, Branding Agency, Branding Design, Branding Design Services, Branding Services, Graphic Design Company, Graphic Design Services, Gujarat, India, Logo Design, Logo Design Company, Logo Design Services

Branding Services Digital Marketing Agency

Turning businesses into brands: The case for a professional creative agency

Post author By Vasim Samadji
Post date Aug 21, 2021
No Comments on Turning businesses into brands: The case for a professional creative agency

Any marketing agency out there can design hoardings, create logos or manage social media.

But what differentiates a brand from business?

Hard-to-miss presence in the market, on-point messaging to its exact audience and a knowledge of the brand even outside its demographic. These are the hallmarks of a brand. And this magic happens when a creative agency comes into the picture.

So how does a professional creative agency turn a business into a brand? Read on to know…

Team of creative geniuses

From researching to strategizing, designing to writing, and planning to executing; a creative agency has experienced professionals working on every aspect of your business. They use their learnings from working with multiple brands to understand the market and create an effective strategy for the business to succeed.

It is cost effective

With a creative agency on board, businesses can get their branding and promotional work done for a fraction of the cost of hiring an entire team of professionals in-house. Think about it. There is a huge expense in acquiring the required tools and softwares. Then there’s the cost of paying salaries to writers, designers, strategists, and consultants. This will drive the cost per lead up through the roof!

Get a fresh perspective

Sometimes the best way to sustain customer interest and attract a new audience for the brand is by introducing newness; in the brand communication, the product range and the promotional activities.

And this is where a creative agency comes to your rescue. A creative agency in India like Flora Fountain looks at the brand from a neutral perspective, sometimes even from a consumer’s viewpoint. It then identifies the challenges that the brand might be facing. Such as product acceptance, brand communication, the brand’s central idea getting lost or even customer service and feedback.

A creative agency thinks outside the box and comes up with new ideas, and creates innovative solutions to solve problems and delight the target audience.

Saves time

By hiring a creative agency, a business is not just bringing on creative geniuses to work on the brand, but their numerous years of experience working on various brands across different markets catering to all kinds of consumers.

This saves a lot of time in the long run. How, you wonder?

The years spent working on creating successful brands means the agency knows the market in and out. They can anticipate the challenges the business might face, understand the customers’ needs and desires from that market segment and pick the right strategy to counter those challenges and fulfill the customers’ desires.

The amount of time the business would save on research and testing multiple strategies over time in just understanding the audience is invaluable.

Efficient management of campaigns

With the backing of a creative agency, a business doesn’t have to worry about involving its in-house marketing team to monitor, analyze, and study the campaigns being run for its promotions. Because a creative agency has the resources, tools, and manpower to run the day-to-day management of the marketing campaigns, analyze its success ratio and work out the next set of plans.

Benefit from their network

Some of the best creative agencies in India are known to have a great network, built through years of experience, recognition and credibility. And in the current times of Instagram, these digital agencies have a great following among netizens too.

So when you work with a creative digital agency in India like Flora Fountain, you get to benefit from their network. Why? Because agencies regularly share the work they have done for brands within their networks too, both offline and online. And that way, your business gets additional exposure to people who follow such full-service agencies.

It’s time to make the right decision for your business, to build it into a brand. It’s time to get the big guns, and hire Ahmedabad’s best digital agency as your creative partners for your offline and online branding and promotions. Get in touch with us for a free consultation session today!

Tags Ahmedabad, Best Creative Agencies, Best Digital Agency, Creative Agencies, Creative Agency, Creative Digital Agency, Digital Agency, Digital Marketing Agency, Gujarat, Hiring Creative Agency, India, Marketing Agency, Professional Creative Agency

Branding Services

From business to brand. It’s not just about the logo

Post author By Vasim Samadji
Post date Aug 6, 2021
No Comments on From business to brand. It’s not just about the logo

Let’s make it bigger.

Can you make it the same but in pink / yellow / blue / green?

Dekh ke maza aana chahiye!

If you have given or received such feedback, you know what we are going to talk about today.

Yes, LOGOS! Every time there’s a conversation around brand building, the first thing that comes to mind after a brand name is the logo.

Discussions over logos notoriously take over branding meetings, leaving precious little for the other crucial aspects of business promotion and advertising. And it’s time to realize that … a brand is more than just its logo. A brand is a living entity that walks, talks, grows and influences the people around it. Wish to know what makes your business a brand? Scroll down!

Your brand must have a PURPOSE

So, what does your brand deliver? What does it want to be? Who does the brand speak to? Who should sit up and notice the brand? How would your ideal customer describe your brand? If you never asked these questions about your brand, then you must NOW.

For instance, your business might be that of making artisanal chocolates; but what it actually does as a brand is provide joy to the consumer, the experience of enjoying a delicious treat. That is the actual purpose of the said chocolate business.

Similarly, every brand has its purpose, a problem it solves, and questions it provides answers to. By defining this PURPOSE, the mission and vision of your business is formed. And this should be the first step you take in the process of branding, even before you think of a logo.

Your brand has a PERSONALITY

If your brand was a person, who would it be? How would he/she dress, what would be their favourite food, in which language would they talk? These questions help you define a personality for your brand. And when your brand has a personality, it is able to connect with the kind of people it wishes to serve.

So, how do you want your brand to be?

Approachable, genuine, validating and emotional, having an impact on the customer every time he/she engages with it.

Basically, MAKE YOUR BRAND HUMAN. To come up with a personality for your brand, you must…

First consider the purpose and the message you want to convey.
Study your competition and think of what will make your brand stand out from them.
Come up with adjectives and phrases that describe your brand, like, Sophisticated yet Rugged, Intellectual but Street Smart, Honest and Friendly.

See what we did there? This is how you define your brand’s personality.

Use VISUALS to convey your brand’s PURPOSE and PERSONALITY

What comes into your mind when you visualize a 3-pointed star inside a circle? Mercedes, right? What comes to your mind when you imagine the colour red? Coca Cola, Ferrari, KFC…. You get the drift.

Once your brand’s purpose and personality is defined, it’s time for strategy on how to convey it to your existing customers, and the ones who could become one in future upon engaging with the brand.

A strong visual element is important for every brand, to leave an imprint on its customer. And for this, you must pick an attractive colour palette, an identifiable font family and graphics that support the brand’s persona. These visual elements like colour are the silent ambassadors of your brand.

Your brand has its own VOICE

Now, this is where the language comes into play. And no, we aren’t just talking about linguistics here. But the conversational style of the brand, the way it speaks to its consumers.

The purpose and personality comes into the picture here again, as they decide the style in which the brand will talk. Is your business providing facts to its end user? Then the tone of the brand is going to be informative and very formal, like Encyclopedia Britannica.

But at the same time, a brand named Diply Facts on Instagram does the same thing, but its language is polar opposite to Britannica. Why? The audience, their age groups and the purpose behind the end product is different from each other.

While the former is used by students, academicians and writers for educational purposes, the latter is used by a younger, casual audience for informal activities like sharing with friends on social media.

Now that you know that building a brand goes much beyond creating a logo, simply hiring a graphic design or logo design company to create one is not enough. You need a creative agency that specializes in branding. Wondering where to find one? Click here to get in touch and start a conversation with us at Flora Fountain!