Ellingham Hall is a luxury wedding venue and its business has expanded hugely over the past few years. As is expected, to accommodate this growth their site has been added to and altered at various stages over this period. When the time came for us here at Blumilk to reorganise and redesign parts of their site, we recognised it as an opportunity to improve their user experience (UX).
Here’s why it’s important to provide a positive user experience and how we applied this understanding to Ellingham Hall’s website redesign!
Providing a Positive User Experience: The Supermarket Analogy
For most businesses, customer satisfaction is an absolute top priority as this factor often determines the likelihood of a person making a purchase, inquiry, referral, or return. Due to the many digital developments over recent decades, this requirement to satisfy customers’ needs and intentions has slowly but surely crept into online – as well as physical – spaces.
Supermarkets are often used as an analogy for search engine optimisation, website redesigns, and UX. Whilst we might not think about it when we go, supermarkets are very carefully planned in various ways. For example:
Isles are laid out specifically to influence the route made by shoppers e.g. having checkoutsspanning the width of the storeto make it as easy as possible to pay
Isles are clearly labelled and follow an intuitive order/hierarchy
Products are labelled andplaced in specific ways to encourage greater attention to certain products e.g. ‘grabbable’ items are placed at the entrance and by checkouts to encourage impulse purchases
The warehouse section is always out of site of users, similar to the ‘back-end’ or ‘off-page’ elements of a website
Cold/freezer sections are often grouped together for greater efficiency, just as navigation bars use groupings
Websites can be considered as much a ‘space’ as anything else in the physical world because they also require planning, navigation, and maintenance. Over time, pages will be added and removed, links will be changed, content will be altered, images will be uploaded and deleted, links will be added, and so on. If this isn’t regularly reviewed, this can start to damage what’s termed the UX.
The Ellingham Hall Site: What Was Needed?
When Ellingham Hall approached us to redesign their website we were excited at the opportunity and challenge ahead, recognising it as a great opportunity to improve their UX.
Getting started, we devised some specific objectives to help us accomplish this aim, which were to:
Make it easier for Ellingham Hall to update and upload changes to the site
Make their navigation function more consistent across the site’s pages
Alter the templates used on some pages to make the site more mobile friendly
Make Ellingham Hall’s popular gallery page more search friendly
Create and implement consistent call to action buttons on necessary pages
In theory, these changes would improve the site’s UX by reintroducing consistency to the site and making it more seamless and intuitive to use. These changes would also give Ellingham Hall more influence over the user journey, allowing them to encourage users along predetermined or favourable routes.
The Ellingham Hall Site: What Did We Do?
This was a particularly interesting project as it was very varied, involving multiple specific parts of the site.
We started by reviewing the current sitemap and proposing a more effective version which used our custom templates in a more consistent way across the site’s various pages. We then changed the layout of these pages to incorporate more content and to showcase the amazing photography of the venue, which is a key driving point for the site.
Once this was done, our talented developer created a bespoke search and filter system for their gallery page. This means that people can easily search for their wedding photos within the large gallery without wasting time.
Then we turned to the buying journey and thought about how we could use buttons to streamline the buying journey. We added a consistent ‘Book a Private Viewing’ button to the top right of the screen so that users can get to this crucial step regardless of where they are on the site. We also included an expandable ‘Contact Us’ and ‘Private Viewing’ button for both desktop and mobile versions of the site.
These changes may seem subtle but in unison they contribute to a seamless, improved UX. Importantly, Ellingham Hall will reap the benefits of this redesign for years to come as the results will be cumulative over time.
Here at Blumilk, we’re always looking to tackle problems preemptively and for ways to exceed our clients’ expectations. Regardless of the size or type of business or project, we will always find effective business solutions to help propel your business operations. Don’t hesitate to get in touch if you have any questions, from graphic design to digital marketing and from brand development to advertising campaigns!
On Tuesday, Lauren and Alex took the 286 mile trip to Llanelwedd in Wales to support Western Power Distribution (WPD) at the 2022 Royal Welsh Show. It’s safe to say they were very impressed with our graphics for their stalls, and Lauren and Alex had a great time looking around!
After a long drive, they finally arrived at the enormous agricultural business fayre, which has in recent years morphed into a fun family day out as well. Celebrating Welshness, there were livestock shows, tents selling farming equipment and tractors, and even the army and navy had stalls too.
Who Are WPD, What Did They Want, and Why Us?
WPD play a significant role in this fayre as they supply energy to the area. In fact, WPD supplies power to the Midlands, the South West, and Wales too!
The aim of their stall was twofold: education and safety; and they wanted us here at Blumilk to make some creative designs to be used for the inner and outer walls of their stall, to create some videos to be played on the TVs in the stall, and to create the quiz and competition posters too.
The purpose of these graphics was to educate both adults and children on power and safety and to help WPD get their aims out there and fully understood by their audience. More specifically, they wanted to drive home the message that WPD has a number their customers can ring (105) in the event of a power cut. This is particularly important given the current energy situation and the fact that winter is steadily creeping up on us.
They also wanted more of a focus on Net Zero as this is an increasingly important problem for the world. Rather than following the in the wake of Net Zero awareness, we encouraged WPD to embrace the change and incorporate it into their messaging, setting an example for their competitors.
Graphics for Stalls: What We Decided To Do
Getting right to work, there were two factors we took into consideration regarding demographics:
We decided to create the graphics in Welsh so the messaging would resonate better with WPD’s target audience
We understood the importance of making this information accessible to both adults and children given the event’s family-friendly nature
Taking these insights on board, we hired a Welsh translator to ensure the information was accurate and genuine. Then we created two versions of the information: a cartoon-style version which used the Pyloman character, and an adult version which, in comparison, was more corporate and serious.
Here are some examples of what we created:
Looking Forward
All in all, we were very happy with WPD’s presence at the fayre and we could see how integral they are for the local area, as well as how much they care for their customers. We’re also very proud of the work we created and we have some great ideas to make next year’s event a success story too!
Here at Blumilk, we pride ourselves in making sure we can find innovative and creative solutions for businesses and projects. Regardless of the purpose of your campaign, the mediums you want to use, and the objectives you want to achieve, we will always find the most appropriate solution – it’s just what we do! If you have any questions about how we can help, whether it’s for graphics for stalls or anything else, then don’t hesitate to get in touch here!
The UK, together with their partners Italy, are currently hosting COP26 in Glasgow where Net Zero will be discussed and plans laid bare.
The United Nations have been bringing together world leaders from nearly every country on planet earth for more than three decades to discuss and reach an agreement on how to tackle climate change once and for all.
The race to Net Zero, Blumilk believes, is everyone’s responsibility. Whether you’re a global organisation or Sandra at number 22 you must ‘do your bit’ to lower your carbon footprint and leave a healthier world for future generations and the nature with which they’ll share our world.
What is the Paris Agreement?
At COP21 held in Paris in 2015, an historic agreement between every country involved was made to fight global warming together to achieve well below 2 degrees, aiming for 1.5.
It was at this summit that the Paris Agreement was born.
(Video credit: United Nations)
Under this agreement, each and every country involved made a commitment to bring forward national plans on how they will play their part in reducing emissions. These are known as the Nationally Determined Contributions (NDCs).
These NDCs are set to be presented at the summit with countries clarifying their plans to reduce their emissions.
Sadly, the Paris Agreement has not made enough necessary changes to limit global warming so now is the time for the world to pull up its socks and take action now before it’s too late.
COP26 Goals
Yes, the commitments laid out in the Paris Agreement are ambitious with reducing global warming by 1.5 degrees by 2050, however, by following the steps below, we can still aim for this crucial result:
Accelerate the phase-out of coal
By making the transition to zero coal burning, an incredibly damaging fossil fuel and most carbon-intensive will play a huge role in keeping global warming to 1.5 degrees.
Curtail deforestation
The lungs of the world, forests are crucial in the fight against global warming by absorbing the damaging carbon dioxide from the air. Crucially, when forests are cleared or disturbed, that carbon is released into the atmosphere as carbon dioxide.
Speed up the switch to electric vehicles
Electric vehicles emit far fewer greenhouse gases and air pollutants than their petrol or diesel counterparts. ‘Battery solutions are the catalyst that will drive our society to an electrified, zero-emissions future. It is the next industrial revolution; some call it the green revolution. The next decade will see unprecedented change’ (Orral Nafjari, Britishvolt CEO & Founder)
Encourage investment in renewables
Aside from the economic benefits of using renewable energy, the environmental impact is enormous. Generating energy using methods that produce zero greenhouse gasses will significantly reduce air pollution.
(UN Climate Change Conference UK 2021)
Adapt our efforts to protect communities and natural habitats
Some argue that global warming began with the Industrial Revolution as early as the 1830s with the last seven years being the warmest on record.
More than a million species are at risk of extinction by climate change (earthday.org).
Climate change can’t be ignored and COP26 is encouraging countries to adapt their ways to ‘protect and restore ecosystems while building defences, warning systems and resilient infrastructure to avoid loss of homes, livelihoods and even lives.’ (www.ukcop26.org)
How much will the fight to net-zero cost?
OK, we know what needs to be done but how will the world afford it? In order for countries to follow through with their commitments, at least $100bn in climate finance must be mobilised.
International financial institutions are receiving pressure to unleash trillions in private and public sector finance required to meet the global net-zero targets.
We must work together to deliver on our net-zero promise.
For organisations, lowering your carbon footprint can sometimes feel like a minefield but Blumilk is on hand to simplify your efforts and make sure that not only do your actions stack up but your branding, communications and campaigns do, too.
Due to launch Blumilk’s ‘Your Net Zero’ campaign is a first of its kind solution to assist organisations in their zero-carbon efforts through concise, truthful and impactful communications using a range of mediums including animation, digital content and collaboration to assist your plan ‘for better.’
From sustainability pledges to energy and carbon reporting to your CDP climate change disclosure and annual director’s reports and a whole host of other elements that will allow your organisation to be perceived as leaders in the race to zero.
Blumilk has worked alongside some of the UK’s most ambitious start-ups, SMEs and national organisations on their sustainability brands.
We will also work with specialist carbon offsetting consultants who are able to work with you on your approach and SBTi targets so that’s another area Blumilk have covered.
You can register your interest and we’ll be in touch as soon as we launch or if you have a question or would like to know more about other Blumilk services, you can contact colin@blumilk.com
Usually, Blumilk are huge fans of getting into the Autumnal spirit at this time of the year.
Whether we’re huddled around a fire pit with our bobble hats and oversized scarves or drinking our hot chocolates covered in marshmallows – we always seem to mark the foiled plan to burn down the Houses of Parliament with a bit of a bang.
But this year, it’s all going to be a little different. There may be no organised firework or bonfire displays to light up the skies, no meeting with friends at your local to warm up over your favourite tipple however we hope you can still mark the occasion at home with a piece of homemade Parkin (this lockdown’s banana bread?), snuggled up on the sofa in front of the fire.
Similar to every year, firefighters have begun to speak out to reinforce the dangers around bonfires and fireworks and with less of the organised fun, it’s predicted that people will turn to celebrate at home.
As you know, any kind of firework display, either home or organised, comes with its own set of risks and Blumilk have been working with one of our clients, Western Power Distribution, which covers the Midlands, the South West of England and South Wales, on a Guy Fawkes safety campaign.
Safety experts at Western Power Distribution are urging anyone who is planning bonfire celebrations at home to keep fireworks and bonfires away from power lines and substations – and always to plan their event in daylight to make sure they stay well away from electrical hazards.
WPD Health and Safety Adviser Eddie Cochrane said: “Bonfire night celebrations will be on a much smaller scale this year because of coronavirus restrictions but that doesn’t mean the safety message is any different.
“It is vital that people are aware of the dangers posed by electrical equipment when they’re planning bonfires and fireworks. On a windy night, flames and sparks can easily be blown onto overhead power lines and may cause power cuts or electrical surges.”
Blumilk created an eye-catching campaign that has been pushed out across social media for the week before 5th November.
You can see more work we have done in the utilities sector here.
Whatever you do to celebrate this year, stay safe!
We mentioned a little while ago that we were soon to launch a new initiative to assist business growth across the North East and beyond.
Today is the day that we launch the Blumilk Business Support Clinic, a support service where businesses can access free, no strings attached, impartial advice for any issues they currently or expect to face.
We know that being in business can be difficult. In all of Blumilk’s 21 years, we have always held onto the same belief and culture that we’re all in this together, and our clients are as important as their brand.
During the first lockdown of 2020, Blumilk pledged £50k to help North East businesses to ride the storm. During this initiative, we worked with some of the country’s most dedicated and inspiring organisations – we’ll be updating you on these very soon.
The Blumilk Business Support Clinic
Whether you’re a business owner, director or work within a marketing or sales capacity, the Blumilk team will come together to point you in the right direction and offer you guidance on how best to tackle whatever the world throws your way.
Common questions we often get asked range from ‘finding and retaining the best staff’ to ‘increasing sales opportunities and closing business’ or, perhaps, ‘we’re looking to launch a new product – where do we start?’
No question is off-limits, and we’ll do our level best to support you and your business in any way that we can.
The way we’ll run the clinic will be virtual (sadly!) for the time being but hope that in time we’ll be able to invite guests to our HQ where we’ll work face-to-face on any issues and provide regular workshops dedicated to business owners, managers and start-ups.
Fortunately, for the time being, you will still be able to receive all of the info you need to get your business on the right track. We will publish a monthly podcast where we’ll discuss the most common questions, and we’ll have a dedicated page on our website which will feature each and every question we receive.
If you’re wondering ‘where can I grab some support for my business’, Blumilk have you covered. You can submit your question here.
As we step into 2021, here at Blumilk, we thought we’d take a look at some of the digital marketing trends that are inevitably going to make an appearance this year.
The content we use to interact and engage with our audiences is about to go next level where innovation is concerned – or so we predict and our ears are pretty close to the ground!
Whether you’re a business owner or work within a marketing and sales department, it’s critical to your success that you take a long hard look at your strategy for 2021 and start thinking about the upcoming trends we’ve set out below.
Don’t have a strategy or looking where to start? We can help with that here. So, ask away!
Organic search: monitoring core updates and EAT
Throughout 2020, we saw a significant impact on organic visibility thanks to the latest core updates. These new search results should be monitored so you can continue to adhere to the latest search quality guidelines.
Forget keyword stuffing and a gazillion backlinks, Google caught onto that one in 2010 – if you want your website to perform and outrank, you need to get with the core update programme.
Organic search: looking at opportunities from structured data and SERPS features
Structured data has seen an intense revolution, and is a constantly changing facet of SEO. Throughout 2020, we saw structured snippets within SERPS which is the first evidence for a future trend.
If you’re not totally up on what SERPS, Wordstream has a great article here that explains all of the marketing jargon you probably (don’t) need to know.
Paid search: assessing the use of optimised machine learning
Many businesses may look to consider optimised machine learning as an external service, as it is now a significant aspect of paid and organic search, for example in Google Ads.
What is Machine Learning, we hear you cry. Well, expertsystem.com have a great explanation:
“Machine learning is an application of artificial intelligence (AI) that provides systems with the ability to automatically learn and improve from experience without being explicitly programmed. Machine learning focuses on the development of computer programs that can access data and use it to learn for themselves.”
Ad optimisation testing to become more sophisticated as ad platforms develop
Two-thirds of spending on digital ads currently goes on Google and Facebook, a figure which may only increase. This consequently increases the importance of optimising these platforms as part of your marketing strategies.
Blumilk are experts where paid media and ad platforms are concerned so don’t feel you have to figure it out on your own. You can get in touch with us here.
Adoption of changing social networks
A large part of 2020 was affected by the Coronavirus pandemic, which has given rise to newer video platforms such as TikTok and Reels. In terms of social awareness, these platforms will continue to be just as popular if not more so in 2021 so we suggest you determine your best angle and reach for your camera.
Privacy wars: review the implications of increased customer privacy protection on advertising effectiveness
The release of Apple’s IOS14 has attracted some rather dramatic headlines surround the privacy of ad targeting business. Going into 2021, it may be more important than ever to find a reassuring balance for customers between their privacy, and your advertising effectiveness.
If in doubt, post nowt is the way we would say it up North. We can’t stress to you enough the importance of respecting your audience’s data. If you’re unsure, you can read this handy guide on GDPR friendly ways of communicating here.
Ensuring visuals fit zeitgeists
First impressions will never fail to be important, and thanks to innovations in interactive design, you can utilise this to boost conversions. Think outside the box and consider some of the latest design trends for your website, such as colour gradients, minimalist landing pages, various website personalisations, and many more that are likely to continue as we travel through 2021.
Using conversational marketing to increase conversions
Conversational marketing involves various forms of dialogue between your brand and your prospective customers throughout the customer service or sales process. You can use numerous communication channels to achieve this, but some of the most popular include:
Emails
Websites
Online chats
Social media
Video calls
Chatbots
Applying big data analysis and machine learning to improve customer email targeting and website personalisation
As a business, you are no longer limited to newsletter and email campaign broadcasts. Looking into 2021, you can make use of a more sophisticated approach by taking into account lifecycle engagement reporting, and consequently basing targets on this data.
Increase conversion to sales through online and offline channels
Modern technology means that there are numerous opportunities for testing, which you should take advantage of in 2010. Data from 2020 showed only one-fifth of businesses to have a structured programme which is a figure that can be drastically improved.
Improving email personalisation through lifecycle and behavioural segmentation
Using personalised email marketing techniques is showing fantastic potential for delivering effective and relevant communications to customers. Using personal and display ads as well as integrating social and the web will increase prospects and integrate channels. Lifecycle segmentation may include categories such as first-time buyers, defecting customers and inactive customers.
Who knows what other marketing tech trends will come to light throughout 2021? We are eager to find out! In the meantime, feel free to contact us here for further marketing advice.
Us Geordies know that beauty is more than skin deep. No matter who you are and where you come from, we’ll welcome you to our part of the North with a cheesy grin and the offer of a stottie and a pint or two.
Mind you, Newcastle has much more going for it than the locals (we won’t brag about our brilliant personalities too much!). We’re as open-minded as they come, which makes our city one of the best for creatives with a love of design, live music, street food, art, and fashion.
Not to mention the odd brilliant creative agency in Newcastle!
If you’re not from here, grab your big coat and let us give you a snapshot of why we think Newcastle is the Creative Hub of the North…
The Newcastle Live Music Scene…
For live music, head down to Riverside, a top venue on the Quayside in Newcastle City Centre. Not only will you catch class views at night – but lots of famous artists have played there, like Courtney Love, Interpol, and The Zombies. The venue was actually built inside a Grade II Listed building called Neptune House and is also used to host comedy shows and club nights. The atmosphere is canny, and the people will make your night. If you want to stray from the city centre in favour of an intimate gig, The Cluny in our very own Ouseburn is hard to beat, as is The Holy Hobo in Jesmond.
Best places for art in Newcastle
Forget art galleries and museums with admission prices, the best art in Newcastle is free. You’ve only got to pace the back streets and alleyways of the culturally inclusive city centre or West End to enjoy all mediums of art like mosaics, graffiti, murals, and more. An urban regeneration project called Renew Newcastle was launched about 10 years ago; it had a heavy focus on ‘street art walking’ and turning empty spaces into creative places.
There’s no doubt this initiative has a lot to do with how richly creative Newcastle has become. If you’re impressed by incredible structures and architecture, we’d recommend going to see the Gateshead Millennium Bridge, which you’ve probably already seen on every postcard of Newcastle. Or if sculptures are more your thing, then you need to see the Angel of the North up close – you’ll find her on Durham Road, Gateshead.
Blumilk is a particular fan of @ashwillerton and his incredible signwriting.
You can’t turn a corner in Newcastle without spotting some of his signwriting work, and he has truly become an icon of North East Design.
Here, blumilk took inspo from Ash and designed their own:
One of Blumilk’s favourite things: FOOD
We might not have a decadent delicacy like Sunderland’s pink slice or Middlesbrough’s Parmo, but we do have some delicious street food to look out for. Nobody loves a street food truck, cart, or stall more than a whatever-the-weather Geordie, and the same goes for our markets and festivals. The best thing about eating in the street? If Simon wants a pizza and you want authentic Lebanese, then game on! Less time debating, more time to hit the toon. If you’re in Newcastle, Quayside Market is on every Sunday, and Tynemouth Market is every weekend and only a short ‘Metty Mish’ (Metro ride) away. And for Jesmond, try Jesmond Food Market, which pops up one Saturday a month. Was that your belly growling or ours?
It’s Newcastle Fashion Week, Dahling!
Contrary to popular stereotyping about our love of F’Ugg boots and short skirts, Newcastle is actually the fashion capital of the North!
With a steady stream of up-and-coming fashion icons graduating each year from the acclaimed Design School at Northumbria University, it’s of little surprise!
And to celebrate that we have an official Newcastle Fashion Week (well, nine days) of catwalk shows, parties, and local fashionistas showcasing their designs. It’s hosted by NE1 and has a tonne of serious fashion editors in attendance. It’s a sight to behold, whether you’re into fashion or not. Just like Newcastle’s food, art, and music scenes, our fashion is good and influenced by the streets in which we grew up.
Living proof that you don’t have to enroll at Central Saint Martins and up sticks to the big smoke, is Graduate Fashion Week alumni Daisy Podmor-Childe, a former Northumbria University student.
Our Creative Agency in Newcastle
We couldn’t talk about all things creative in Newcastle without a mention of Blumilk.
At the ripe old age of 21, our creative agency in Newcastle has gone from strength to strength.
Once a small creative office and the home of Adam and Colin, our founders, we now stand proud on the edge of the Ouseburn and boast some of the country’s most incredible creative minds and business brains.
From digital design to web development, business growth to development, six out of ten of the leading businesses in the North trust Blumilk with their brand.
Take a trip on the Metro from Tynemouth to Monument to see us standing in all our glory as you venture across the Byker viaduct.
We recently celebrated our 21st birthday, and so, what better way to celebrate our success than strengthening our Blumilk branding team with not three but four fantastic new starters.
The Blumilk Studio is home to some of the region’s very best creatives who regularly produce inspiring and innovative campaigns for our range of successful clients.
Strong team = Strong branding
However, to ensure our clients receive the very best service level with a dedicated point of contact, we have appointed two new project managers, Abi Dodwell and Holly Dawson.
Abi and Holly, as part of Blumilk’s live projects team, will work alongside our clients to understand their objectives and act as brand guardians to steer their projects to success.
Overseeing the live projects team will be Blumilk’s new Head of Strategic Delivery, Jo Roberston. Jo brings a wealth of experience to the Blumilk branding team, having worked for some of the world’s largest utility and travel brands across Europe including DFDS and Northumbrian Water.
Our fourth recruit is Kim Walker, who joins Blumilk as Head of Sales and Marketing. Kim will work alongside client director, Lauren Hindhaugh, and Client Relationship Manager, Katie Armstrong, to ensure Blumilk clients receive the best possible pre-project care level.
Kim will also be responsible for all of Blumilk’s marketing functions.
Say hello…
Holly Dawson – Project Manager
‘I have worked in marketing and customer engagement roles since leaving sixth form.
With such a huge interest in business growth, branding and the creative element of marketing brands, my role at Blumilk sees me guiding our clients to success and their projects to life.
My experience comes from working as part of an in-house marketing team, but I love the variety that working for an agency brings.
Every day is different, and I get to work with unique brands, their exciting projects, and some of the best creatives in the industry.
Away from my lists and plans (I’m super-organised), I love to try new places to eat as well as exploring new places. I recently visited Barcelona and can’t wait until I can return.
Oh, and I love dogs!’
Abi Dodwell – Project Manager
‘I started working as a project manager for Blumilk just before lockdown, and although it’s been strange getting to know our clients and my team remotely, I feel as though I have been part of the team for years.
Before I began my marketing career, I worked in film and hospitality. You could say working in these industries is a great combination of creative and client engagement!
I am incredibly excited to be part of Blumilk and am already working with some great clients who are already seeing their projects and visions become a reality.
Outside of the Ouseburn (or home at the moment!) I enjoy staying active and do this by exploring new places at every opportunity I get.
The Simpsons are my obsession, hence the framed Matt Groening-style portrait I have at home.’
Jo Robertson – Head of Strategic Delivery
‘I’m no stranger to the marketing industry, having headed up a number of strategic teams to deliver exciting and inspiring marketing campaigns.
I am excited to work with all of Blumilk’s fantastic clients and my experience with leading strategic projects for brands both local and global, particularly in the utility and travel sectors, will greatly support them on their journey to growth and success.’
Kim Walker – Head of Sales and Marketing
‘As a qualified journalist and digital marketer with a strong background in business development, I am delighted to be part of the Blumilk team.
Having worked on sales and marketing campaigns in-house for the utility, manufacturing, and training sectors, I appreciate first-hand the importance of understanding a client’s objectives and working alongside their current marketing resources to achieve them.
Whether it’s a total rebrand or minor changes to their app, I am confident that by marketing Blumilk’s approach to client relationships, as well as their remarkable creative capacity, Blumilk will be able to grow and, more importantly, so will our clients!’
If you’re looking for a branding agency who is as creative as they are business-minded, we would love to hear from you. You can reach us on 0191 232 4401 or email kim@blumilk.com.
Whether you’re a new business yet to decide on a logo or a global organisation looking for brand consistency, the Blumilk Dummies Guide to Branding can help.
A common misconception of branding is that people often think that all it concerns is a business’s logo and colour scheme, but branding is so much more. Yes, it does involve your logo and colour scheme, but branding focuses hugely on who you are, what you stand for, and what your service user or consumer experiences during their interaction with your brand, too.
Strong brands tend to delve deeper than their label and consider every stage where engagement occurs, from billboard advertising to social media posts, company vehicle livery to product packaging.
Organisations that take the time to develop their brand understand that their brand should live everywhere.
This handy Dummies Guide to Branding will show you how you can create and manage a strong brand that your staff will be proud of and clients remember.
What even is a brand?
Your brand is arguably one of your organisation’s most important assets and effectively sets you apart from your competitors. Your difference and how you communicate that – that’s your brand.
We’ve mentioned how your brand goes beyond your label, and that’s because to have a strong brand, you will give consideration beyond your name, tagline, logo, or symbol and focus too on the overall user experience your client encounters when interacting with your business.
And branding, what’s branding?
To develop a strong brand identity, your business will have to embark on a journey of self-discovery. Yes, really. Lick your lips because this is where it gets tasty. This is the stage where you uncover opinions and perceptions relating to your brand, some you may have never even considered before.
To further understand these opinions and perceptions, it’s essential to get in touch with your client base and business’s beating heart.
You’ll need to be prepared to carry out some ‘pre-branding exercises,’ including research and analysis.
These exercises will help you to develop and apply a distinctive series of features and benefits to your business to enable your target audience to begin a process of brand recognition (see branding buzzwords below).
As a branding agency, we’d be forgiven for saying that it’s one of the most important processes that your business will go through, but don’t just take our word for it.
In a recent global Nielsen survey, branding was the deciding factor for consumers when making a purchase decision. Almost 60% of shoppers said they prefer to buy from brands they’re familiar with, and 21% said they purchased a product because they liked the look and feel of the brand.
Want your business to be memorable? It’s very easy to get your branding wrong and quite hard to get it right, so if you want your business to be remembered for all of the right reasons, you must get your ‘pre-branding exercises’ right.
By taking the time to understand your target audience and how they wish to interact with your brand, you’ll find that your branding will support your marketing efforts with added consumer recognition giving a considerable amount of impact.
Correct branding also brings an incredible amount of pride to your employees, often seen as one of the lesser important reasons behind a lengthy branding campaign.
That being said, a strong brand gives your employees confidence, which will shine through to your client base and the advantage of creating a happy, reputable, and highly thought of workplace.
STRONG BRANDING + CONFIDENT WORKFORCE = BUSINESS SUCCESS
Branding Buzzwords
We’re not going to fill you with a bunch of jargon but give you the top branding buzzwords you need to know as a business. They’ll also help you to understand further the value of getting your branding right.
Brand Awareness
How familiar the general public and your target audience are with your brand is Brand Awareness. If your brand awareness is high, you’re doing a great job. The greater your brand awareness, the greater the level of confidence your target audience will have when considering a purchase from you rather than if your brand is new to them.
Great examples of strong brand awareness are Northumberland County Council and their synonymous red and gold logo together with Northumbria Water and their date-proof font used in their logo.
Brand Extension
Once your primary brand is well-established and is revisited and maintained often, you may want to consider brand extensions. Brand extensions are where brands branch out into additional markets with innovative products and services.
Think Apple when they diversified from computers to MP3 players and phones or Dyson vacuums using their iconic technology to develop hair and hand dryers.
Brand Extensions will also help you increase your brand awareness and are an excellent way for businesses looking for additional revenue streams.
Brand Identity
Your brand identity can be defined as the personality of your brand. How do you want to be perceived in the outside world? Clear, concise, and approachable like Affinity Water, ready for an adventure in keeping with The Alnwick Garden, or user-defined and helpful like Western Power Distribution?
Why considering your brand’s identity, it’s best to think about how your users or consumers will feel about you when they see your logo or after they have interacted with your brand.
Brand Management
OK, you’ve worked with a creative agency to produce a dynamic and powerful brand. It looks how you want it to look, and it makes your target audience feel the way you want them to feel, but what next?
The marketing world is fickle, much like consumers, and thanks to The Internet of Things, the world is changing every nanosecond.
You mustn’t allow all of your hard branding work to go to waste by regularly maintaining your brand with this in mind. Whether we’re talking tangible elements such as your colour pallet and packaging or the intangible, including your brand awareness and identity.
The strongest brands require consistent care and attention.
Brand Recognition
Close your eyes and think of golden text on a rich purple background. Next, think about a huge M on a red background. If you immediately thought of Cadburys and McDonalds, that’s brand recognition.
It isn’t just font or colours that we recognise in brands; it can be a jingle (Go Compare), a cute Meerkat called Serg (Compare The Market), or even how the brand is spoken: Money Supermaaaaaarket, anyone?
I’m sure you’ll be able to think of hundreds more, but all of the above highlight a significant point where brand recognition is concerned. In the densely populated and super-competitive money market, it’s brand recognition is more important than ever. It’s evident that the companies, even when their industry is quite formal by nature, have taken the human, perhaps sometimes comedic route with their brands.
You believe in your brand, but does your target audience? It’s a tricky one because brand loyalty is built on trust, and without it, you’re not going to succeed. You need to ask yourself whether you can and consistently deliver on all of your brand’s promises?
If the answer is no, you need to up your delivery or simply don’t make false promises.
Brand Valuation
The value of a business is far more than just bricks and mortar. We’re talking consumer perception. In short, how strong is your brand when you consider all of the buzzwords above?
A brand that can demonstrate that they have a powerful identity and high levels of awareness in their chosen marketplace can be considered invaluable to shareholders as well as investors and future buyers.
In Summary
It’s all about your target audience. Dispose of the naivety that you know exactly what people want in a brand; the only way that brands will realise real success is by getting into your target audience and your organisation’s heart and soul. Ask uncomfortable questions, prepare yourself for uncomfortable answers, and use this knowledge to position yourself in your chosen marketplace and ahead of your competitors.
Are you ready to embark on your brand’s journey of self-discovery? We’d love to join you. Get in touch with us on 0191 232 4401 or email info@blumilk.com.
Thankfully, we’re one of the lucky ones who have managed to go from strength to strength during the pandemic. Still, we could have murdered a steak bake but hey.
21 years ago, Blumilk was just beginning. Our founders, Colin and Adam had a vision that they were going to change the landscape of branding and visionary delights for some of the UK’s most prominent businesses, growing with them and succeeding along the way.
Growing the business
Now, thanks to an unfathomable amount of hard graft and an unwavering appetite for giving clients an incredible feeling of success, 21 short years later we are one of the most trusted Creative Agencies in Newcastle.
We often ask ourselves why and we always come back to the same answer: we really do care about each and every one of our clients.
Our entire culture and ethos are built on understanding the smaller start-ups looking for an agency to help them build awareness of their brainchild to the huge powerhouses of the utility sector who require experts to assist them to navigate the marketing helm.
Studio Director, Wendy Robson, says: “Although, I haven’t been with Blumilk since the very beginning, during my 13 years here I have had the pleasure of meeting and working with some of the country’s leading creatives and business people as well as the variety of clients that have trusted us to enable their continued growth. Long may it continue!”
Client Director, Lauren Hindhaugh, mirrors Wendy when she says: “We take the time to understand our clients and thanks to not only our incredible creative force, we have the business acumen to back up key business decisions that have assisted our clients in increasing productivity, performance, and profit.”
Blumilk thrives under the pressure of creating bespoke business solutions that enable business owners, marketing managers, stakeholders, and start-ups to up their game.
And, it isn’t all about having a cutting-edge website, it’s about the whole picture. It’s about understanding your business, your people, and your clients and putting together a plan of attack that will address the gaps, improve your market share and increase your profits – that’s what it’s all about anyway, isn’t it?
And what about the C-word? As a nation, it’s one of the most difficult climates we have ever had to negotiate so, if there’s anything we can do to help, please get in touch with colin@blumilk.com.
But, in the meantime, stand by for our quarter centenary birthday, we’re going to make sure it’s a BANGER!
