Although Your Australian Business can help business all over the world we will be initially assisting  UK based businesses to expand into Australia whilst gaining free trade access to markets such as Asia through a series of ‘turnkey’ packages. Consequently Your Australian Business is conducting a series of free information seminars throughout the UK, Scotland and Ireland from the 22nd of November through to the 1st of December.  Each session will be free and is strictly limited to 50 participants.

 

 

Our 'Business Road Trip' itinerary is as follows: 

Tuesday 22/11:

London - Business After Five
Novotel London City South
5:30pm to 7:30pm

 

Wednesday 23/11:

Southampton - Business After Five
Novotel Southampton
5:30pm to 7:30pm 

 

Friday 25/11:

Dublin - Business Lunch
Dublin Chamber of Commerce
12:30pm to 2:30pm 

 

Monday 28/11:

Edinburgh - Business After Five
Novotel Edinburgh Centre
5:30pm to 7:30pm 

 

Wednesday 30/11:

Manchester - Business After Five
Novotel Manchester Centre
5:30pm to 7:30pm 

 

Thursday 1/12:

Birmingham - Business After Five
Birmingham Chamber of Commerce
5:30pm to 7:30pm

To find out more about how Your Australian Business may benefit you or someone you may know please visit www.youraustralianbusiness.com and stay tuned for updates about our upcoming UK trip through Twitter – click here to follow us.

After four years of dominance as the world’s biggest brand, Google has finally been unseated by Apple.  The value of the Apple brand has grown an amazing 859% since 2006 helped by the popularity of their iPod and iPhone products released around this time.

So what is the secret to the success of the Apple brand and how can we apply that to our own business brands?  At a press conference last year Apple’s leader, Steve Jobs gave his five keys to Apple’s success…

1. Engage your team – the healthiest ideas come from vigorous debate
2. Don’t take short cuts – it’s hard work that produces great products
3. Forget about trying to be ‘the best at everything’ – find your niche and stick to it!
4. Love your customers
5. Focus on long term success instead of short term gains



Some great tips of course that you can easily apply to any size business but the real challenge is how to take the message to market and build your brand. Here’s five ways that Apple did it and how these very same strategies can be applied to your business branding…

Keep it simple and make it fun

It wasn’t that long ago that computers were boring – they looked plain, they were bulky and often needed a degree in rocket science to get past the welcome page.  Apple changed all that from day one by challenging this perception and bringing to market products that were user friendly, colourful and even fashionable.  How easy is it for new customers to understand what your products and services are all about and more importantly the benefits they offer? 

Brand consistency

Apple created and secured the ‘i’ brand then went ahead and tagged all of their products – iMac, iBook, iPod, iPhone and iPad.  Each product has it’s own sub-identity yet stays connected under the master ‘i’ branding – this creates very strong cross-sell amongst the products and encourages the buyer to own the entire product line.  Could your products or services be sub-branded and target marketed in their own right?

Creating demand, delivering value

By having initially a select distribution network of authorized resellers Apple were able to both create demand and manage pricing.  Nowadays their products are available in more retailers as well as Apple’s own megastores yet the pricing remains fairly consistent across the board.  Value your products and services and don’t discount – instead add value by packaging up products or including free extras.

Limited choice

In business it is a common mistake to try and be everything to everyone instead of researching customer needs and then delivering a product that solves this.  Today’s consumers hate making choices – we all say that we want choice but then we’re faced with a wall of plasma and LCD televisions that all look pretty much the same.  Apple’s strategy has been to create a product for each market or function and make it easily available.  From high-end Pro Macs for designers and professionals to the Mac Mini or iMac for first time users.  Do you have too many products, services or packages that instead of making it easy for customers to buy actually confuses them?

Get creative!

Your brand has to move with the times or you’ll get left behind.  Take a look at Apple’s marketing – from slick newspaper ads with big pictures and limited wording to the clever Mac versus PC television commercials where people became the computers, like the one that had the PC guy in a biohazard suit to protect against the threat of new internet viruses.  Like Apple did to the computer industry – maybe it is time for you to challenge your market.  Who said marketing the legal or medical industry couldn’t be a little fun and creative?

Tony Eades

Creative Director

www.thebrandmanager.com.au

Tony Eades is the creative director of the BrandManager, a creative, marketing and communications agency based in Sydney and Perth. He is a business branding expert with more than 20 years experience in design, marketing, advertising and media production.

We are excited to share with you our latest brand to launch this year.

Congratulations to Ideal Foundations™ on their re-branding!

Ideal Foundations™ has been busy showing off its new look along with its fantastic products and services at Trade Shows across Sydney.

They exhibited over three days at DesignBUILD 2011 at the Sydney Convention and Exhibition Centre on the 11th, 12th and 13th of May. DesignBUILD is Australia’s leading trade and professional building expo, showcasing all that’s new, innovative and sustainable in building design, from planning to post construction. Ideal Foundations™ was able to make a great impression on existing and potential customers, following the brand’s recent face-lift. Their presence at the show was met with positive feedback and lots of enquiries over the three days kept their staff busy.

Would you like to…

• See your brand as fresh and tech-savvy?
• Drive more traffic to your website?
• Engage your consumers by giving them instant access to what they want?

Talk to Brand Manager about how to achieve all that and more using this cool, interactive technology called QR codes.




What is a QR code you ask?

Scan your smart phone on the secret code above to find out more (You may need to first download the free reader app.)

A QR code is a specially coded 2D barcode, which is readable by a smart phone (iPhone, Android or Blackberry). All that is needed is to install one of the many free QR reader apps and a whole lot of information becomes instantly accessible with a simple scan of your phone.

We’re all familiar with barcodes and essentially that’s what a QR code is. However the biggest difference with these fancier barcodes is that they can direct your consumers to a world of information. A QR code is a specially coded 2D barcode, which is readable by a smart phone (iPhone, Android or Blackberry). All that is needed is to install one of the many free QR reader apps and a whole lot of information becomes instantly accessible with a simple scan of your phone.

The cool thing about these barcodes is that they can do a lot of different things, they can activate a number of phone functions, link to digital content on the web, send customers to any website or give your customers the option to instantly contact your company via email or phone. A QR code can hold thousands of alphanumeric characters of information and can be coded with your company’s website, your Facebook page, your blog, your twitter account, YouTube Channel etc. The options are endless!



Businesses in Japan, South Korea and the Netherlands have been using QR codes for a while now, with Western countries slowly starting to recognise the usefulness of these strange-looking barcodes. Businesses in Australia are now beginning to acknowledge the benefits of utilising such a tool and QR codes are starting to pop up on window displays, posters and coupons around the country.

QR codes allow you to measure response rates with a high level of accuracy, in turn allowing you to clearly calculate your return on investment, making them ideal for small businesses.

If you would like to offer your customers a innovative and interactive way of connecting with your business, why not let us show you how to best incorporate QR codes into your marketing campaign? Get in touch with Brand Manager today and let us devise a plan to engage your consumers using the technology of QR codes.

Call 1300 55 30 33 or email info@thebrandmanager.com.au to talk to us about marketing your brand using QR codes.

Your Business Bucket List for 2011

 

In the 2007 movie The Bucket List, corporate billionaire Edward Cole and working class mechanic Carter Chambers meet in hospital and decide to do the things they’ve always wanted to do before they die.   So why not take the same approach to your business and prepare your ‘Business Bucket List’? 

How many times have you heard people saying, “I’ll wait for the economy to pick-up” or “I’m getting ready for the next big wave”.  If you only had a year to improve your business and make a lot of money would you sit and wait for the economy to pick up?  So why not make your ‘Business Bucket List’ now and see what you can achieve in 2011?

Let’s get started with five items for business growth and survival that definitely should be on your Business Bucket List…

Create a brand not a business

Understanding the term ‘branding’ is the first step to successfully building a brand.  Search Google for ‘brand terms’ and get an impressive list of 13,400,000 results, from which you probably only need six …

• Brand Promise – your Unique Selling Proposition (USP) and the benefits you deliver
• Brand Identity – the mark/s that visually present your brand
• Brand Image – the set of beliefs around what your brand stands for
• Brand Strategy – how you promote and build a positive perception in your customer’s mind
• Brand Positioning – how your brand stands against others
• Brand Management – maintaining consistency with your brand

Make sure you have all the elements of a strong brand and not just a pretty logo – it’s really one of the best investments you’ll make.

Own your slice of the market

Imagine the power of owning your product name in the marketplace – like Kleenex is to tissues.  On a local level own your space so that when people need your product or service they immediately find your business.

Invest in an online business platform instead of just a smart looking website, it’s what’s under the hood that counts!  It should include a Customer Relationship Management (CRM) system, an e-newsletter and Blog platform that links to Twitter, Facebook and other social media marketing platforms and effective search engine optimisation.

Create a memorable customer experience

Successful marketing is about attracting and retaining customers with a total experience that stimulates all the five senses every time they come into contact with your business.

 

Introduce soft background music in your office or shop and provide mints or chocolates at reception.  Make your signage and marketing collateral visually appealing.   Do you have a fresh newly cleaned office smell? If not you could burn some relaxing incense.

 

Create a total customer experience and you’ll have them coming back for more – it really does make a lot of ‘sense’.

 

Get more bang for your buck

Get a bigger bang for your marketing dollar by cutting out wasted, non-effective marketing activities. To do this however you need to measure what works and what doesn’t.

 

Sophisticated online and social media marketing can give you real-time results like who has received your e-newsletter, who opened it and where they went next.  Once you know what’s working you can put more of your budget towards that and take it away from activities that are producing mediocre results.

  

Reinvent the wheel

Just because everyone in your industry is doing things a certain way, that doesn’t mean you have to follow suit.  Get creative, be innovative and demand to be noticed for doing things differently.

 

Bring in your team for a ‘creative brainstorm’, research your customers’ needs or bring in a creative marketing expert who will see your business from the ‘outside’ and therefore start you thinking ‘outside’ of the square.

  

Refresh your brand, create your unique selling point and switch on your marketing with a ‘Creative Brainstorm’ Power Hour with Creative Director, Tony Eades and Niche Creator, Amanda Rose.

 

Exclusive offer $395 (Normally $695) for bookings by 31st March 2011.

Click here to book you 'Creative Brainstorm' today!

 

We are excited to share with you our latest client brands to launch for this year. Congratulations to Penny Webb, Wayfield Group, Airaway and The College of Nursing's Emerging Nurse Leader Program.

Sony Computer Entertainment Announces its Next Generation Portable Entertainment System

Ultimate Portable Entertainment System Makes its Debut this Year,

Further Expanding the PlayStation® Business in the Portable Gaming Market

Sony recently announced its next generation portable entertainment system (codename: NGP), which delivers the ultimate portable entertainment experience. NGP will make its debut at the end of 2011 but here's your sneak preview.

NGP is designed to offer unparalleled interactive entertainment that is only possible on PlayStation®. This new system offers a revolutionary combination of rich gaming and social connectivity within a real world context, made possible by leveraging SCE’s experience from both PSP® (PlayStation®Portable) and PlayStation®3 (PS3®) entertainment systems.

Deep and immersive gaming is at the core of PlayStation’s DNA, and NGP is the latest embodiment of this vision. By having both Wi-Fi and 3G network connectivity, together with various applications, NGP will enable infinite possibilities for users to “encounter,” “connect,” “discover,” “share” and “play” with friends wherever they are. Within the device are a range of features that provide a genuinely cutting-edge, next generation ultimate portable entertainment experience.

 

Stunning OLED and Revolutionary User Interface

NGP incorporates a beautiful multi-touch 5-inch organic light emitting display (OLED) as the front display. A high-performance CPU / GPU combined with OLED enables rich, visually striking graphics never seen before on a portable entertainment system, for both games and other digital entertainment content. The new system also incorporates a unique multi-touch pad on the rear, and together with the front touch display, NGP offers new game play allowing users to interact directly with games in three dimension-like motion, through “touch, grab, trace, push and pull” moves of the fingers.

 

Super Oval Design and Dual Analog Sticks

 

While succeeding the basic design philosophy of PSP, NGP adopts the Super Oval Design form factor, created to fit comfortably in the users’ hands. For the first time, a portable entertainment system will feature two analog sticks, which enable a wider range of game genres to be brought into the portable experience.

 

LiveArea™

Every game title for NGP will be provided with a space called “LiveArea™” where users can share the fun and excitement with other players. Users will have access to the latest information of games provided from SCE and 3rd party developers and publishers through the PlayStation®Network. Additionally, NGP users will be able to view an “Activity” log that is constantly updated with accomplishments from users who are playing the same game, which in turn can trigger active real-time communication among users.

 

Near

SCE will also provide location-based services on NGP as part of the basic features utilizing PlayStation Network. The new application called “Near,” developed specifically for this service and the network, will be pre-installed in the system to let users find out what their friends in the vicinity are playing now or what they were playing recently. Users can meet their friends and new players virtually, regardless of what games they are playing, simply by sharing their game information across different dimensions of time and distance.

 

New Game Medium

NGP adopts a new game medium, a small flash memory based card, dedicated for NGP software titles. Taking advantage of the flash memory feature, this innovative card can store the full software titles plus add-on game content or the game save data directly on to the card. By adopting flash memory based card, SCE will be able to provide game cards with higher capacity in the future, allowing developers to store more game data to deliver rich and immersive games.

NGP will also come equipped with two cameras on its front and rear, as well as three motion sensors, gyroscope, accelerometer and electronic compass, all of which are designed to enable users to enjoy the world of entertainment that is linked with real life experiences.

PlayStation®Suite (PS Suite), announced today, will also closely coordinate with NGP. The newly developed and released game content for Android™ based portable devices can also be enjoyed on NGP. As a result, users will have access to not only the most leading-edge content, but also some of the more casual experiences that typify the mobile market place.

To help your direct mail campaign cut through the overload of promotional material, catalogues, brochures and free samples that we are bombarded with everyday you need to get a little creative. So here’s five easy steps to creating a more effective direct mail campaign.

1. You talkin’ to me!
The first step is to determine exactly who you are talking to when your direct mail piece hits someone’s desk. Whether you are purchasing a database or building it from scratch you need to decide who is your most probable customer – the person most likely to buy from you. Then make sure that you have their name (spelt correctly of course), their title, postal address and contact number. Nowadays you can purchase a targeted database tailored to industry, business size, location and number of employees from around one dollar a name.

2. Get creative
The US Environmental Protection Agency found that 44 percent of direct marketing mail is binned even before it is opened so it is vital that your promotional material stands out from the crowd. So think outside of the square when you are designing your campaign – include a product sample, send a glossy postcard instead of a cheap flyer or at least make it bright and colourful so it jumps out of the letterbox.



3. Keep it informative
Believe it or not there are a lot of people who actually love receiving junk mail. A study by The Australian Institute found that in 2005 $428 million was spent on unaddressed promotions and an amazing $1.54 billion on addressed direct mail. Make sure your marketing message includes some interesting information about your product or service and a ‘to the home or business owner’ exclusive offer.

4. Hit the phones!
Direct mail as a marketing strategy generally achieves a take–up rate, if you are lucky, of around one to three percent. This low response rate however improves substantially when you follow-up your direct mail with a telemarketing campaign. By using a current and correctly populated database you should have both mailing and phone data for all of your prospects. Wait a few days after sending out your marketing piece and then call up each contact to follow-up. Start each conversation by checking that they received your leaflet and then ask them what they thought of your promotional offer – this approach makes the call sound less like a sales pitch.

5. Measure and massage
Every marketing strategy needs constant improvement to ensure that you are achieving the optimum results you can. Measure the effective of your direct mail campaigns and make adjustments as needed. For example, try your telemarketing script with the first ten call backs and gauge the response, then if necessary try a different approach for the next ten and compare the results.

Finally, remember that this really is a great time to start doing junk mail promotion. With the rise in popularity of the internet there’s now even less competition in the mailbox.

Email us to discuss how we can help you with your next direct marketing campaign.

Follow the adventures of Dippy Duck in this new story book promotion from Royal Life Saving.


Design, illustrations and yes, even the story, by BrandManager.

Get in early and let BrandManager help you prepare high quality, personalised Christmas cards for your customers and business contacts.

With a minimum order of only 50 cards, you can select the size, design and finish that suits your requirements and your budget – they will even be delivered free of charge to you within 10 working days! No need to worry about anything!

This offer includes:

• Free design templates for Standard and Blingfoil cards (metalic look for that real Christmas sparkle!)
• DL or Postcard size (tent cards)
• 310gsm Artboard with gloss laminated front
• Matching plain envelopes
• Pre-printed Christmas message with free variable data
• As mentioned above, free delivery anywhere in Australia and completed within 10 working days!

Standard Postcard Size (150mmx 100mm)

Price: $2.35 + GST per card (includes envelope)

Blingfoil Postcard Size (150mmx 100mm)

Price: $2.95 + GST per card (includes envelope)

Standard DL Size (210mmx 99mm)

Price: $3.45 + GST per card (includes envelope)

Blingfoil DL Size (210mmx 99mm)

Price: $3.95 + GST per card (includes envelope)

Chinese fashion label, Pacific Poly chose Sydney for the location of their recent photoshoot for their new 2010 children’s wear collection. BrandManager selected models from local talent agency, Bettina and directed the photoshoot with Dien Tran in North West Sydney.



The photos were then used to develop the new catalogue and brochure together with some creative Bus Sides for an upcoming outdoor media campaign. The final result was welcomed by the client...

"Thanks again for the wonderful help extended to us, without your patience and support we wouldn't have experienced such a smooth process." – Helen, Pacific Poly

The brochure is currently being translated and printed in China.

To begin we need to first understand what the term ‘marketing’ really means, so let’s look at marketing in simple dating terms:

You see an attractive girl at a function. You go up to 
her and say: “I am very rich. Would you like to have dinner with me?”

That’s Direct Marketing.

Or perhaps you go up to
 the same girl and say: “I am very rich. Would you like to have dinner with me!” She then gives you a nice hard slap on your face.

That’s Customer Feedback.

Or one of your friends goes up to her and pointing at you says: “He’s very rich – have dinner with him.”

That’s Advertising.

Or you go up to 
her, get her phone number – then you call the next day and say: “Hi, I’m very rich – will you have dinner with me?
That’s Telemarketing.

Or you get up
and straighten your suit, you walk up to her and pour
her a drink, you open the door and then politely ask her to dinner”

That’s Public Relations.

Finally the girl walks
up to you and says: ”You are very rich – will you have dinner with me?”

Now that’s Brand Recognition.



We should all strive for brand recognition in our businesses but to do this especially during tough economic times we have to stay front of mind with our target market. An interesting statistic is that brands that continued to advertise throughout the second world war eventually became the market leaders in their field when the war was over. In an economic downturn don’t cut or worse still eliminate your marketing budget – instead, just get a little smarter with it. To help, here’s part one outlining “5 creative strategies for marketing your business and retaining your brand recognition during tough economic times”.

First up, how to stand out from your competitors. In tough times we need to first get ‘back to the basics’.  We need to focus on one core product that we do really well and better than any of our competitors and then do it even better!

It is important to always remain true to our brand. In a Readers Digest poll during 2008 of the world’s most trusted brand revealed that: ‘… the most important thing to a customer is a brand being true to its promise’.
Leading global brands like Coca-Cola remain true to their brand – wherever you go in the world the coke generally tastes the same and the branding remains consistent - and that brand is now worth over $60 billion US.

To remain true to your brand you need to remember what business you are in. Sounds simple but it’s probably not what you think – for example if a baker in the bread making business or Bunnings in the hardware business?
The answer is no – in fact we are all in the same business and that’s the ‘problem solving’ business.


Customers today like they always have, buy on ‘emotion’. We need to identity what that emotion is and then become the ‘panadol’ for their headache. You should always strive to continually educate your customers and prospects to understand, appreciate and desire the benefit of the product or service you sell over that of your competitors. Focus on your Unique Selling Proposition (USP) and make sure everyone knows about it. Make your USP believable and above all, measurable.  FedEx used to have the USP ‘We own our planes’ and almost went out of business – until they come up with ‘Absolutely. Positively. Overnight’.  Now that’s believable and definitely measurable.

Next time we look at how making small changes to your marketing can bring you big results.

Tony Eades
Creative Director
www.thebrandmanager.com.au

What’s a brand refresh?

As markets change, businesses mature and new business trends develop, it is often necessary to ‘refresh’ a brand.

Your positioning in the marketplace has already been established so a totally new look could impact on your
existing brand awareness. What is needed at this time and indeed every three to five years for most brands is a BrandManager ‘Brand Refresh’.

Why change?

Some of the reasons that trigger the need for a ‘Brand Refresh’ include but are not limited to ...

• New directions and reframing of your business directions as your brand grows and matures
• Market trends and consumer demand changes - just look at fashion for example, how much of your current ‘fashionable’ wardrobe of clothes do you wear today that are more than five years old. Like the fashion industry, the business marketplace changes in design, colour and style every few years.
• New competitors enter your ‘space’ creating a need to better differentiate yourself.
• Business growth has reached a plateau and your business image is looking a little tired.
• The time has come to refocus and tailor to a specific market demographic so there is a requirement to bring the brand inline with this new target market.

What’s included?

The ‘Brand Refresh’ process includes ...

• Review of your current positioning and competitors
• Development and/or refinement of your positioning statement
• Graphic upgrade of your current logo in line with market themes and trends
• Design, production and printing of a new corporate stationery package
• Redesign and mockup of your website
• Brand Style Guide including fonts, colours and management of the new brand
• Six month Brand Marketing Strategy

Normally $3,900 ex GST
Subscriber Special for August only
Save $1000  Now $2,900 ex GST

During April to June 2010, Careers That Matter and Pathways That Matter travelled to 13 cities around the country, delivering 15 workshops to over 400 stakeholders on how to use these new online career e-tools.

These resources are unique to the industry and will help anyone interested in the development of their workforce and career opportunities within the community services and health sectors. The roadshow was an amazing success and here is a brief review of the feedback …

And in regards to the new website resources participants said …

• Appreciated access to resources
• These career resources will be very helpful to use in schools
• Excellent presenters and resources - thank you
• Great level of info + showcasing resources
• Excellent resources
• Take away resources appreciated
• Website presentations and knowledge of resources exceeded my expectations
• Keep up this type of resource development
• Enjoyed the new sites, can use without going through NTIS
• Fantastic development of resources - thanks
• Extremely useful e-tools

Take a look at the new careers website for yourself at  http://www.pathwaysthatmatter.com.au/

It’s a fresh new financial year so to give your business a much needed facelift let’s start on the surface with your logo and branding.  Do some research and source your main competitors – online and offline – and print out their logos, take note of their marketing message, their Unique Selling Proposition (USP) and their positioning.  Now compare your logo, brand and USP to that of your competitors – does it clearly stand out, does it feel fresh and modern or old and tired and if you were a potential customer would it be inviting to you?

Now let’s go deeper into your organisation.  If your USP says that you are more ‘innovative’ or ‘reliable’ than your competitors then you need to back this up throughout your business.  Test the effectiveness of your USP across all areas from point of sale to customer service, your brochure copy to the way you answer the phone and down to your ‘elevator pitch' – the 30 second ad that sums up what your business is all about.

Finally you need to be realistic about your makeover budget – how much will you invest in your new look?  An upgrade of your existing branding can cost between five and twenty thousand dollars depending on the size of your company whilst new brand development can cost in excess of thirty thousand dollars and involve market research, new signage across your operation and a re-design of your website.

A business makeover allows you to freshen up your position in the marketplace, re-energise your sales team and shake up the competition.  It strengthens your brand by aligning everything together with a common theme and message together with re-focussing your marketing strategies to achieve better returns and support long term growth.

When times get tough we need to become smarter about how and where we spend our marketing dollar.  Imagine if you could double the potential audience for your product or service whilst halving your marketing spend.
Well the good news is you can and it’s a lot easier than you think.

As a business you have core audience or demographic for your product or service – put simply this is merely the type of customer that is more likely to buy from you.  For example, let’s say that you are a trendy menswear retailer and your demographic is 18 to 30 year old males.  Now think of other non-competing businesses who would also share this demographic, like a new fitness club, travel agency, computer shop or a restaurant perhaps.

Interestingly these businesses like you spend their entire marketing budget trying to attract these customers.  So why not approach one of these businesses with an innovative direct mail or print advertising campaign where you share the costs?  For example, you as the menswear store join forces with the fitness club and offer ‘complete new you package’ where you receive a three month fitness membership, personal training session and a new outfit for one great price?  Both businesses share equally in the promotion yet halve their marketing budget.

But wait, there’s more!  Now you have halved your marketing budget it’s time to double your reach.  Your business and that of the non-competing business should have an active database of customers that you communicate with regularly through store promotions, direct mail and e-newsletters.  So why not cross promote?  In the example above the menswear store would offer an introductory, one month free gym membership exclusively to its database and in return the fitness club would offer its members a 20% exclusive discount on any purchase made at the menswear store.

So just by thinking a little smarter you can literally double your potential customer base and at the same time reduce your marketing spend by as much as 50%.

Brand launches – what’s new from our customers?

It’s been a big month for creating new business brands and we are proud to give you a taste of some of the exciting new corporate identities to hit the market …

Corporateyes

Brief:

To assist in the creation of a new business model and brand for leading corporate consultant, Linda Sirol.  Linda’s niche to corporate coaching, executive training and management is her hands-on, personal approach.
We developed the ‘Corporateyes’ brand around this together with the positioning statement, ‘Focusing on your business optimisation’

Solution:

WOW Fleet Consultants
www.wowfleetconsultants.com.au

Brief:

With a 30 year career in fleet management from across Australia, New Zealand and the UK, Keith Cormican was ready to go it alone. His no-nonsense and efficient approach needed a brand that had a point of difference – something that would demand to be noticed.

Solution:

 

Keith’s comment:

“The feedback from the website has been great!”

The Corpsych
www.thecorpsych.com.au

Brief:

After 25 years with same business name and brand, Dr Michelle from Interactive Life Skills was ready for a change.  Having grown from a small psychology practice to a multi-level human resource organisation, she wanted a brand that was both creative and corporate.

Solution:

Dr Michelle’s comment:

“WOW WOW and more WOW.  You continue to wow me Tony!!!
I LOVE this website.  It looks GREAT!”


If you would like to discuss your brand and how we can perhaps a little of the ‘wow’ factor please phone 1300 55 30 33 or email Creative Director, Tony Eades.

The Brief

Brandmanager was approached by a successful fashion business in Europe. They wanted to develop a children’s clothing brand, for boys and girls aged 2 to 8. The clothing was to be designed in Australia and manufactured in China.

 

Our brief was to develop an iconic Australian brand that would be positioned to the mid to upper market. We had six months to develop and launch the new children's wear label.

For the research we went to Fashion Exposed, the premier, bi-annual fashion expo in Melbourne. Here we interviewed and discussed the industry with existing clothing exhibitors to gain an insiders knowledge of the current Australian market.



The Name and Logo

We next brainstormed the brand – with every name we came up with we needed to check its availability in regards to domain name, trademark and business name. To keep with the iconic ‘Australian’ feel we decided on Kangaroo Creek as the main, umbrella brand.

 

The two clothing labels that were to be produced by Kangaroo Creek became Sugar Possum for the girls and Blue Dingo for the boys.

 

Now came the range itself and for this we sourced and hired an experienced Visual Merchandiser. We conducted two Branding Day’s in Sydney to develop the style, theme and unique stories for the summer collection 2010/11. Designs were developed, samples made and swing tags created

The Brand Message 

The message was to be rustic, colonial Australian - a brand identity to compliment the popular surf brands on the market. We booked a stand at Fashion Exposed Sydney for the launch and designed the stand to match the theme.

Next we hired models and chose a venue for our video and photoshoot – a pioneering village in Kalamanda, WA. We then created themed brochures for both labels and made them square and smaller than the standard A4. We also baked some cup cakes, printed bags and added lollipops to add enhance the Expo experience.

 

Finally we developed a web presence for both brands and created an online E-Store with over 100 products. The video was used as a ‘theme enhancer’ on the website to give a ‘behind the scenes’ look at the photoshoot and 'live' at the Expo.

 
The Results

The Expo was a success with all visitors welcoming the fresh, new look.

 

The results achieved included:

• Initial sales of $21K over the 3 day Expo

• Agents in Sydney and Melbourne interested

• Positive feedback from Europe/ for a possible launch in January 2011

 
Tell us what you think of this new children's brand – click on the 'comments' link below.

 

When Kristen approached us prior to setting up her new business brand, she was involved in a number of areas, including family and employment law, human resources and training workshops. Through an initial briefings it was decided to create a 'global' brand feel with 'Gower Group' and then under this would feature Gower Legal, Gower HR and Gower Training.

Here is a preview of the new branding and how it has been applied. Best of luck Kristen with your new business in 2010!

Build A Business Exhibition Packages make it easy to hit the ground running and look the part at any event. Whether you require brochures, magnets or a banner display, you will find there’s a package to suit you.

You can choose from Bronze, Silver and Gold Exhibition Packages, ...

Bronze Exhibition Package Our Bronze Exhibition Package for only $795 includes full colour artwork and printing for: • 1000 magnets • 1500 slimline DL flyers Silver Exhibition Package Our Silver Exhibition Package for only $1,995 includes full colour design and artwork plus printing for: • 1000 magnets • 3000 DL flyers • 1 pull-up banner and stand Gold Exhibition Package Our Gold Exhibition Package for the serious exhibitor at just $2,995 includes full colour design and artwork, creative briefing on how to get the best results from your stand and printing for: • 1000 magnets • 1000 DL marketing cards • 1000 A3 folded to A4 brochures • 1 pull up banner display and stand For more information or to book a package email info@thebrandmanager.com.au

Growing IT support and computer solutions company HighPoint chose BrandManager to 'lift their brand' and create some strong marketing collateral for an upcoming IT Business Breakfast event.

In under three weeks the HighPoint logo was enhanced, a USP (Unique Selling Proposition) agreed and a series of four brochures designed, copywritten, produced and printed.

The display table at the event stood out from the other exhibitors with its vibrant, modern new look – backed by a powerpoint display.

This is stage one of a branding strategy that will take HighPoint to the next level – even 'higher' than they were before.

Corporate colours contain hidden, psychological meanings so what are they secretly saying about your business? Choose your primary logo and business theme colours carefully as every colour has a subliminal meaning that should reflect what your style and theme of business.

Here's some examples for you to compare your corporate or even personal colours against their hidden meanings ...

• Blue-Green – wear this colour to get noticed, it causes reactions in both men and woman
• Pale Blue is known to encourage flights of fantasy and is very calming
• Green makes people feel safe and secure (used in hospitals, clinics)
• Brown is a good colour for marriage councillors as it is seen as a symbol of informality and invites people to open up through conversation
•  Yellow elicits the quickest response from potential buyers
•  Gray inspires creativity and symbolises success
•  Black signifies dignity, sophistication and authority
•  Red stirs senses and passion and is associated with power and energy
•  Orange stimulates creativity, ambition and energetic activity

Would you like to charge a little more for your products or services? Then add a little burgundy to your corporate colour palette.  Affluent men and woman are attracted to blue-based red tones whereas it produces uneasy feelings in lower socio-economic groups.

Once you've chosen your colours it's vital that your brand stays true to them – if your corporate colours are young and vibrant make sure that your marketing materials, your staff, the way you answer the phone and your product mix reflect this.

Finally, what good is a well thought through and meaningful colour palette if your colours don't remain consistent.  Look at the world's leading brands like Qantas or Coca Cola - how many shades or variations of their chosen colour do you see around the world or across different media? The answer none – wherever you see their logo it is always displayed in their exact tone of red and so it should be for your brand colours too.  Use spot colour printing for your marketing collateral or at very least have an approved four colour process breakdown for your key colours, especially for print advertising. Make sure your colour remains true online and invest in having a detailed brand style guide for anyone and everyone to follow.

In short – never underestimate the power of colour.

Learn about the ten most common marketing mistakes and how you can avoid them, plus ...

• discover how to halve your marketing budget and double your exposure
• hear how being creative saved one business over $500,000
• receive a one-on-one Brand Assessment (worth $250) for your business

When it comes to growing a business a brandaid breakfast really is the best meal of the day. Reserve your plate now – book 10 from the same business and we’ll also tailor the session to your brand. Simply choose from one of these three great sessions ...

date: Thursday June 4th or Thursday June 18th
when: 7am to 8.45am
where: Level 5, Nexus Building, 4 Columbia Court, Baulkham Hills NSW
cost: $77 per person (includes coffee and breakfast)
bookings: 1300 55 30 33 or info@thebrandmanager.com.au

Hurry, limited to 10 businesses per session. Book now.

Leading franchise group Concrete Taxi came to BrandManager to design and manage a re-branding of the company’s marketing materials. The following designs showcase the new look for Concrete Taxi comprising of a corporate presentation folder, promotional inserts, pricing flyers for each state, franchise enquiry form and information booklet, stationery and DVD business card.

Their new marketing collateral will also be managed through our internet based franchise platform, BrandManager Online which enables franchisees to log-in, access artwork, make changes in realtime and then send them direct to print.

1. Go 3D! 3D or Lenticular Printing just get a whole lot cheaper. This unique style of printing allows you to feature an image that appears to change as you move the card. In studies people preferred a 3D image three times more than a normal 2D image. Get 500 3D Business Cards now for as little as $475 inc GST! Click here to email us for examples, quotes or more information.  2. Add impact with full colour process. Single colour or black and white cards can look bland and boring. Add a splash of colour or a picture to your business cards for more impact. 500 full colour cards can be printed now for as little as $55 including GST and delivery.

Starting a new business but worried about your cash flow in those first few months? You can now get all your start up marketing requirements affordably with our new startup package. Our business startup packages get you underway with all your basic requirements, including logo design, website and stationery, allowing you to focus on launching your business straight away.